workbook

TRADING VALUE
The concept of trading value is critical to the process of gaining commitments that your
clients will keep, and also of establishing yourself as a value creator. In every commitment,
your client has to gain something for agreeing to take the next commitment.

TIME:

What information, ideas, and insights about your client’s business do you have that are
worth your client trading their limited time? What do you know that they don’t know
or haven’t thought about in that would help them understand their business better?

E X P LO R E :

What outcomes can you generate during a discovery meeting that are so valuable that
your client would have paid to have that consultative conversation? Here is a little
nudge: what can you help them discover about themselves and their business?

CHANGE:

Why should your client change? What do they gain by going through the trouble
of changing their business and putting their organization through the process of
changing? What do they lose by not moving forward?

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
 CO L L A B O R AT E :

How does your client benefit from making the commitment to collaborate? What
makes this process better for them than you presenting a solution?

CO N S E N S U S :

Why should your client engage the stakeholders on their team in the process of
change? What do they gain by adding the people who will be impacted by any decision
to change? What do they lose if they don’t include others?

I N V E S T:

What are the benefits that accrue to your client when they invest more in the solution
than they are presently investing? What are the risks of not making the right investments
as it pertains to the outcomes they need?

REVIEW:

How does your client benefit from reviewing your ideas before you present your final
proposal? What do they lose if they skip this step?

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
 R E S O LV E CO N C E R N S :

What is the benefit of meeting with you after you have provided your final
proposal and pricing? What is at risk for your client if they go it alone?

DECIDE:

This is your value proposition. It is the outcomes that you are selling. How
does your client benefit from moving forward with you as their partner?

EXECUTE:

What does your client lose if they don’t make the changes necessary to
allow your solution to work?

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
CONTROLLING THE
PROCESS
There are ten commitments in the books The Lost Art of Closing. In order to think about the
commitments and how they might be aligned with your sales process, you are going to need to
line the commitments up with where they are likely to fit in your process.

NOTE:

Remember, the commitments are not linear. You may move investment forward because it
needs to come earlier. In strategic, complex, or technological sales, you may need to review
solutions multiple times.

Match the commitments to your sales process.

If you don’t have a process, match them up with this list:

• Target

• Discovery

• Solution Design

• Presentation Proof

• Negotiation

• Won - Lost

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT
FOR TIME
This is the critical first commitment that creates the opportunity to create an opportunity.
In this exercise you are going to develop the language to ask for an gain the commitment
for time.

You already know that you have ideas that you can trade for time. But you haven’t likely
approached prospecting like this before now. This exercise has two parts, and you need to
complete them in this order.

A S S I G N M E N T:

First, identify the four or five major issues that should Second, write the language you are going to use to ask
be driving your clients to change. Look for economic, for the commitment for time, making sure that you are
political, technological, scientific, or cultural issues that explaining the value that you are trading for that meeting
cross verticals and impact your clients in ways that you by referring to what you know that can help them better
can help them understand—and that you can help them understand their business.
with through your insight and your solutions. Condense
these to no more than 10 slides, none of which can be
about your company or its offerings.

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
ISSUES DRIVING YOUR CLIENTS TO CHANGE:

Economic: Political:

Scientific or Technological: Cultural:

Write the language you will use to ask for the commitment of time:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT
TO EXPLORE
This is a difficult exercise, but it will transform your discovery work, and it will make it
much more likely that you gain the commitment to explore change—and the commitment
to change.

A S S I G N M E N T:

Write a list of no less than 8 questions that will cause Here is an example: “What is your current strategy to
your client to discover something about themselves that deal with changing consumer buying preferences?”
should help them understand the need to open up to the
idea of change? You want these questions to be difficult If you suspect that your prospective client doesn’t have
to answer. a strategy, doesn’t know how those buying preferences
have changed, or hasn’t taken action, this question
exposes this gap—and their opportunities and risks.

Write your 8 questions on the following pages.

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
Question 1:

Question 2:

Question 3:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
Question 4:

Question 5:

Question 6:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
Question 7:

Question 8:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT
TO CHANGE
A S S I G N M E N T:

First, make a list of all of the reasons your clients should Second, you need good language here. It needs to confirm
change now. your client is truly engaged with the change process, and
that you are both working towards a better result. Review
• What do they gain?
the scripts at the end of The Commitment to Change, and
• What do they lose by not changing?
write your language choices here.
• What are the rewards of changing?

• What are their risks?

Don’t look to their existing problems or challenges. Look

instead to the implications of those challenges. Look
also to the better outcomes they will achieve.

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
REASONS WHY YOUR CLIENTS SHOULD CHANGE NOW:

Gained by change: Lost by not changing:

Rewards of change: Risks of change:

Write the language you will use to ask for the commitment to change:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT
TO COLLABORATE
If you want to tailor your solution to your client, you are going to have to learn what
needs to be changed or modified. You already know what modifications other clients
have made, so you have some ideas as to what to expect from your prospective clients.

A S S I G N M E N T:

First, write the language you need to use to invite Second, write a list of modifications and changes that
your client into this process. This is typically an easy other clients have asked you to make, and write the
commitment to gain, so don’t overthink this one. reason they needed that modification or change next
to it. Your job when collaborating is to help your client
make changes, and also show them the trade-offs that
they are making.

Write the language you will use to ask for the commitment to collaborate:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
MODIFICATION: REASON:

MODIFICATION: REASON:

MODIFICATION: REASON:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT TO
BUILD CONSENSUS
This is one of the most important commitments, and also one that requires you to
manage the more difficult outcome of getting your clients team aligned.

A S S I G N M E N T:

First, make a list of the stakeholders Second, develop the language to ask Third, write the language you are
inside your clients who are generally your contacts to bring these people going to use when your client pushes
impacted by a decision to buy what into the process. How are you going back, expressing their concerns that
you sell or make the changes you are to ask in a way that makes certain adding stakeholders comes with the
recommending. These stakeholders your client understands the value risks they perceive.
are found by looking vertically, and need to build consensus?
up and down the company’s
organization chart, ensuring that you
include executive leadership. They
are also found looking horizontally,
across departments.

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
STAKEHOLDERS:

Name and Title: How is this person impacted?:

Name and Title: How is this person impacted?:

Name and Title: How is this person impacted?:

Name and Title: How is this person impacted?:

Name and Title: How is this person impacted?:

Name and Title: How is this person impacted?:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
Write the language you will use to ask for the commitment to build consensus:

How does your language communicate the value of building consensus?:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
REASONS WHY YOUR CLIENTS MIGHT RESIST BUILDING CONSENSUS:

1: 2:

3: 4:

Write the language you will use to counter client push-back when asking to build consensus:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT
TO INVEST
The investment you ask your client to make is always going to be a concern. They are obligated
to ask you for the best deal possible, because they need to do right by their company. That said,
much of the time doing right by their company means investing more—not less.

A S S I G N M E N T:

First, make a list of the problems, challenges, and Now, write the language you will use to confirm that the
outcomes they put at risk by investing less than is investment you are going to ask for is the right investment
necessary. for the outcomes they need. Also write the language you
will you to defend that investment, or ask the client to
• How does the lower investment cause these
review and change the solution.
problems and challenges?

• How does investing more allow them to obtain

the outcomes they need?

• How do you invest the additional money you are

asking them to invest?

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
PROBLEMS & CHALLENGES: EFFECTS OF LOW INVESTMENT:

OUTCOMES: EFFECTS OF HIGH INVESTMENT:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
How do you invest the additional money you are asking them to invest?

Write the language you will use to ask for the commitment to invest:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
Write the language you will use to defend the investment:

Write the language you can use to invite your client to review or change the solution:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT
TO REVIEW
This commitment can be difficult to gain, mostly because no one has routinely asked the
client to take this action before.

A S S I G N M E N T:

Your single assignment here is to write the language you will use to ask your client to allow you to make sure that
your tailored solution is going to be right for them, that they can agree to more forward with it, and that no further
changes are needed.

Write the language you will use to ask for the commitment to review:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT TO
RESOLVE CONCERNS
As you know, this is a big one. If you are going to lose deals, in large part, it is going to be
because your client has some unresolved concern that prevents them from moving forward. It
is your responsibility to resolve those concerns.

A S S I G N M E N T:

First, make a list of all the concerns your client may have Second, next to each concern write down the language
that could prevent them from moving forward. you will use to resolve that concern. Provide proof that
your client should move forward, avoiding an even
• What concerns have your other clients shared
greater risk.
with you?

• Is change really necessary?

• Will this work?

• Is this too much money?

Make an exhaustive list so that you can be aware of those

concerns.

26 W i n n i n g t h e t e n c o m m i t m e n t s t h at d r i v e s a l e s T he L o st A rt o f Cl o sing Wo rk book

C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
CLIENT CONCERNS: R E S O LV I N G L A N G U A G E :

T he Lo st Art of C l os i n g Wor k b ook W i n n i n g t h e t e n c o m m i t m e n t s t h at d r i v e s a l e s 27

C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT
TO DECIDE
A S S I G N M E N T:

This should be the simplest and fasted workbook exercise you have ever completed. Write the language you are
going to use to ask your client for their business.

Write the language you will use to ask your client for their business:

28 W i n n i n g t h e t e n c o m m i t m e n t s t h at d r i v e s a l e s T he L o st A rt o f Cl o sing Wo rk book

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
THE COMMITMENT
TO EXECUTE
This is perhaps one of the most difficult commitments. Before we do anything with language,
let’s explore what goes wrong.

A S S I G N M E N T:

Make a list of the challenges your clients have executing Next, read the Commitment to Execute chapter again,
your solution and what they refuse to do that prevents paying careful attention to the language examples there.
them from realizing the full value of what you sold them.
Now, look at your client list to find a client who you need
• Do you need them to invest more time?
to ask to make a change so they can realize the value of
• Do they need to retrain their people? your solution. Write the language you will use to engage
• What change do they need to make? in this conversation.

Finally, role play this language with a peer, and ask them
for honest feedback.

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
EXECUTION CHALLENGES:

Write the language you will use address you client’s execution challenges:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .
NOTES and
FOLLOW-UP QUESTIONS
Notes:

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Notes:

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C o p y r i g h t 2 0 1 7 B 2 B S a l e s C o a c h & C o n s u lta n c y. A l l r i g h t s r e s e r v e d .