One of the things that I find very, very interesting is that people are trying to sell, sell, sell, but the problem with sell, sell, sell is that selling is only going to happen when the prospect buys.
If the prospect doesn’t buy, all you’re doing is trying to sell.
Between the two, it’s so much better for us to get aligned to the buying process versus the sales process. And we have a common model that can help us align both of these and this common model has got four steps.
Step one – Does this damn thing work? Step two – Will it work for me? Step three – Considerations on time, on cost, on after sales service and so on.
And fourth is – Procrastination.
Now, you put that model in the middle and you start working with a number of prospects.
When you’re observing the prospect, you’re able to find out exactly at which stage that prospect is.
If that prospect is at level one where he is exploring, trying to grasp that does this product or service work.
You need to serve him that information in the right order so that he’s able to convince himself, enroll himself that, yes, this really, really works.
You’d probably offer him social proof, maybe offer him an opportunity to speak with past clients and so on and so forth.
Once he moves from there to the next level, does this damn thing work? Now, it is absolutely essential for you to create a test drive in whatever way, shape or form that you can create.
And if you can create a free test drive, nothing like it, but otherwise it can be a very sort of minimal cost test drive because he now wants to enroll himself that, yes, this thing will work for me.
The third level is when he reaches considerations, that’s when he’s really negotiating time cost, money, effort, after sales service, etc., etc., etc.
And now you’ve got to give him all that information and make a distinction that, look, these considerations that you’ve got, you’re actually investing in a product and service, you’re investing in a better future, you’re investing in a better tomorrow, and that investment is really worth your while. How do you place those conversations in a way in which that he starts looking at all of those considerations in the investment court versus the cost court.
Once you get him from that level, you move to the next and the next level is, okay, I’m very clear that your product works.
It works for me.
Considerations are all favourable, but now what’s the hurry? And unless you’re able to take him through that fourth stage, you’re not going to get the sale.
And this is where it starts becoming very, very interesting.
And the distinction is that in the outer game, the reality is it’s a buying process whereas in the inner game of the person selling it is a sales process and the distinction is very simple.
And how do you work with that is you take stock of all your prospects in your pipeline and you tag them and then you’ll find that 60% to 70% of them are either stuck in level one, level two, level three or level four.
And when you do that whole scanning and you see that, okay, they’re stuck in level three, then you now need to engineer in the external process to get most of the prospects that are stuck there to the next level and beyond.
And similarly, in your inner sales game, you’ve got to sell to yourself that, hey buddy, maybe you’re stuck there and what do you need to do? And look at all the areas where you’re stuck in considerations, whether it’s your food or whether it’s your exercise or whether it’s in your relationships, there are all kinds of considerations that are going on which is making you experience a little less than happy, satisfied, fulfilled life.
What needs to happen for you to get past those considerations, because only when you get past that, you’re now going to be able to take this person past that in the outer game.
The outer game is for the prospect where he’s looking to go through those four stages for himself.
In the inner game, it’s about you as the salesperson who’s working himself through to go beyond the fourth stage so that he can very quickly take the prospect through all those four stages. Now you can apply this to your sales team, and you can look at each one of them, where are they stuck? And then you can coach them, guide them very gently, that in their inner game, they make those progressions happen so that in the outer game they can work with the prospects through their whole buying process to get them to actually sign off and that’s how you’re going to start accelerating your sales.
Video reference number: 022018