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Hey, there. Dan Martell here, serial entrepreneur, investor, and creator of SAAS Academy. In this video, I'm going to share with you the four Ps of selling-- how to easily qualify your target list of prospects so you don't spend a ton of time talking to the wrong people or doing outbound campaigns to the wrong people. And be sure to stay to the end. We're to share with you how to get access to my Rocket Demo builder. It's a framework that's going to help you close twice as fast in half the time. But let's get into the four Ps. [MUSIC PLAYING] So, if you've ever done any outbound, account-based marketing, ABM, or outbound calls, or whatever, you've got a lead list and you're trying to figure out like how to rank order the people you should be spending time with. I'm going to walk you through how I think about it. And a big inspiration came from my buddy Scott Sambucci at SalesQualia. He's an incredible sales coach. And he actually came in and did a framework with my SAAS Academy clients called the ABM planner. And during that training there's some really powerful stuff. He talked about all the different ways that you should be doing outbound, the different touchpoints, the right language to use, what messages in each different format that works the best. One of the things he said was that there were four Ps, these four Ps that you need to understand for selling properly. And if you don't, it could literally cost you the whole ability to make a sales channel work, so that you might not be able to make outbound if you don't understand this-- or just decide to give up on something that could have been incredible, but you didn't understand this, so you gave up too quick. So I'm going to walk you through that. But what I've discovered in my own life is when I've gotten better at qualifying-- OK, lead-gen, inbound, outbound, partnerships-- those are really kind of the three different channels-- I've been able to increase my sales velocity. OK, sales velocity is the number of deals times the size of the opportunities times the percent win rate divided by the average time to close. So if we do a better job at qualifying our target accounts or prospects, then we're going to be able to increase the quality, the speed, and the size of our deals through our pipeline. And to do that we need to use the four P's. Here they are. Number one-- problem. So, the question you want to ask yourself is does this person know they have a problem? OK, and this is when I really went like OK, Scott knows his stuff. Because then he said, because the last thing you want to do it is a double sale. And many of you out there are doing this. You're getting on a call with somebody or you have a prospect. You're like, OK, I sell email automation software. So anybody that does any emailing should use my solution. That's not true. If they're not problem-aware-- if they don't know that they have an email problem-- maybe they've never considered email automation, maybe they don't even understand how it works, maybe they don't feel like they have a problem to resolve-- if you don't, then you're doing a double sale. Number one, you've got to sell them on the problem. Hey, you have this problem. Here's why you have this problem. You probably don't know you have this problem, but here, let me tell you about it. So that's one. And two, here's how the problem looks. And here's how the solution can be solved. So you don't want to do a double sale. You want to do a sale for the solution. You don't want to do a sale for the problem. So do they have the problem? That's the first P. Number two is perception. And the perception is how big is the problem from their perspective? Do they feel this is a big enough problem? Because what happens often in selling is there could be two camps of people. Some people feel like your solution is a vitamin. And another camp in the world-- or another group or target market in the world could feel like your solution is a painkiller. OK, so those are two different. Vitamin. Painkiller. You will have a crazy amount of success if you sell to the painkiller people, and you will flounder and be frustrated and maybe go out of business if you continue to sell to the vitamin people, because these people think of it as a nice to have. Right? That's like insurance. It's like I should have insurance for this. Maybe I don't need it. I don't know if I need it. Because they don't know until they have a problem. But then there might be a whole group of people that have had issues in the past that have already had claims, and those people know for a fact I need insurance. Maybe they didn't have insurance when they had the situation. You know, these are the people that are painkiller people. And these are the people that are vitamins. And to me that is the P in perception is-- do they understand how big of a problem this is? If they don't, then it's low on their priority list. It's going to make it really hard to move them forward. Number three is perspective. How do they perceive the solution should be built? Because it's really tough if you're trying to engage somebody that has a problem and they know it's a problem, but their mindset is, well, we should solve it this way. And you're like, I understand why you say that. Maybe you have other friends or other peers in the industry that solve it that way. But here's why this solution should be solved in this format which obviously aligns with your product. If they don't have that perspective, then it's going to be really tough. So what I'm saying is, on all these factors, just grade them. Do you think that they believe that this is something they want to be solved this way? And do they have a problem? And do they understand how big of a problem it is? And if you do A, B, and C, that would be better than nothing. But most people don't. They just get a list, and they just attack it. To me, the four Ps is a really powerful way of just qualifying those target accounts to make sure that those things potentially could be true or high probability of those being true. Perspective is do they want to solve the problem the way your solution solves it? If the answer is yes, that's an A. If they don't know, that's a C. Does that make sense? Cool. Number four-- proximity. OK, this one is interesting, because if you think about it, it's like, the pain that they're trying to solve is the heat source, you know, like a burner on your stove. How close are they to that heat source? How close are they to the fire? If they're far removed-- OK, and this is interesting when you're doing enterprise outbound sales. You might have what I call a complex sales process where you have multiple people involved in the process. You might have an economic buyer. You might have a technical buyer. You might have the champion or the coach within the organization-- the user that's going to essentially push this forward-- and each one of them could be at different proximities to the pain. And understanding that proximity is going to help you change the language, change the content, change the process in which you engage them into a solution-selling situation. If you don't understand that proximity, then you might start talking about something way too low-level expecting them to understand it, and they're just not going to tell you. And they're going to walk away. And they're going to be really kind to you. And then you're going to be like, why didn't anything move forward? It's because they weren't close enough. So sometimes you actually have to help the person move from far proximity to close proximity to the problem by giving them the ammunition, giving them the questions to go ask the rest of their team, or maybe asking them so that they can reframe their reality in regards to the pain and how close they are to that proximity. That to me is a very powerful concept that most people don't consider, especially when doing outbound-targeted messages, account-based marketing, to really make sure that when you go after an account, an organization, and you understand the different buyers in that process, that you tailor your message ing to their proximity. So quick recap-- the four Ps of selling. Number one-- problem. Do they know they have one? Number two-- perception. Do they know how big the problem is? Number three-- perspective. Do they understand how they want to solve it? And number four-- proximity. Do they feel the heat? As I mentioned at the beginning of this episode, I want to share with you an exclusive resource called the Rocket Demo builder. It's going to show you my nine box framework for walking through the sales process to do a demo that gets people buying twice as fast in half the time. I even talk about how to deal with objections. And make sure that you do bam fam. I talk about bam fam in the download, so click the link below to download your copy of my Rocket Demo builder to get those results. If you like this video, lightly tap the Like button. Subscribe to my channel. If there's anybody that you care about that you feel this video could support or help, feel free to share with them directly. As per usual, I want to challenge you to live a bigger life and a bigger business, and I'll see you next Monday. Di-koo. Na na na-na na. Na-na na. Ooh.