ProActive Selling

The Buyer’s Buy/Sell Process

Step 1 2 3 4 5
Buyer’s Process Initial Interest Education Transfer of Rationalise Decide
Ownership
Seller’s Process Initiate Educate- Validate Justify Close
>Qualify
Tools
• Prospecting
• TOWARDS/AWAY
• Feature/benefit/value
• Cause/effect
• Three Language
• ValueStar
• Timezone
Tools
• Initiate
• The 30-second speech
• Flip
• Summarise, Bridge, Pull (SBP)
• 20-second Help Speech
• 20-second pattern Interrupt Speech
• 30-second speech: second call and beyond
Tools
• Education/Qualify
• Ask them/tell them/ask them
• GAP chart
• SalesMap
• Solution box
• Finding train
• Implementation Date
• Buyer Buy Backwards (BBB)
• PPPII
• Three level of why
Tools
• Validate
• TimeDemo
• Gives/Gets
• Justify
• The implementation plan
• The drop/push/pull
• Short Term Transfer (STT)
Tool: Towards/Away
• AWAY Buyer – avoidance of pain
• TOWARDS Buyer – attainment of pleasure
• Use more AWAY words and questions
• Bring to an end/stop/close/standstill, end , halt
• Finish, terminate, discontinue, cut short, reduce, make less/smaller, minimise,
decrease
• Allay, assuage, alleviate, keep down, keep at/to a minimum, cut down, lessen,
curtail, diminish, prune, slash
• Attenuate, pilliate, ease, dull, deaden, blunt, moderate, mitigate, dampen,
soften, tone down, dilute, weaken
Tool: Feature/Benefit/Value
Feature/benefit
User buyer
Wat they use it for
Solve user problem
All about you and your solution
Feature/benefit/value
Business buyer
How it will make them money
Solve money problem
All about them and their problem
Tool: Cause/Effect
• Cause->User buyer->Need

• Effect->business buyer->business driver

Tool: 3 languages
1 2 3
manager Vice president SVP, EVP, CXO
Features, function Increase revenue, decrease cost Market size, market share
Tool: ValueStar
• ROI
• Time
• Tool: TimeZones
• User Buyer (present-opportunistic), Biz buyer (past-restorative/future-
strategic)
• Risk
• Brand
• Leverage
• Building values across projects (finding trains)
Initiate (prospecting) – Goals
Initial sales call
• Introduce yourself
• Tool: the 30 second speech (elevator speech)
• Element 1: The Introduction
• Element 2: About Us
• Element 3: About them (Bridge)
• Tool: Flip (Summarise and Flip)
• Questions that get the prospect talking
• Introduce your product/service
• Feature/Benefits
• Should we continue on through a buy/sell process?
• Tool: Summerise, Bridge, and Pull (SBP)
• You/I
• Bridge Question
• Next Step
30 second speech-Summarise and Flip
Example
• Introduction
• Good morning, Mr Gysin, My name is Mary. I am a sales person for ABC company
• About us
• We are a leading provider of software and services for sales force automation solutions
• We provide tools that help salespeople shorten their sales cycles and qualify prospects better
• We also help sales manager get more than 90% forecast accuracy in about half the time
• Bridge Phrase
• Many of the questions we get from sales VPS like yourself are:
• Is there a way to make salespeople more productive without having to take them out of the field?
• Can I really get the maybes out of my funnel that are causing me to spend resources where I should not
• Is there really a way to get my forecast to 90+ % accuracy
• Summarise and Flip
• Before WE get into these questions, mr gysin, what are the issues and questions regarding your sales
team’s productivity that are on your agenda over the next 6 months?
Tool: SBP
• Intro statement (You/I)
• Well mr ginsy, it sould like we accomplished a lot today.
• YOU: you said you wanted to increase your revenue through getting your products through the development
cycle 20% faster, as well as increasing the flexibility you have in your packaging and lowering your overall
engineering costs by 10%
• I: We discussed how we might be able to help
• Bridge Questions
• Do you agree
• Do you have any questions
• Have we cover all the points
• Next Step
• Great, so a good next step should be to sit down together, so we can learn more about what you want to
accomplish and you can learn more about what we do.
• At that point, you will be in a perfect position to determine whether we should go any further with this
conversation.
• Does that sound good to you?
30-sec speech: Second call & Beyond
• Opening: Introduction
• Second element: Last time we talked..
• Third element: your agenda/concerns/issues were
• Summarise and Flip
• Closing: if good meeting today, next step…
Ask them/tell them/ask them
• Education call
• Intro (tell them)
• Middle (tell them)
• Summary (tell them)
• Validation call
• Ask them (what they want to discuss)
• Tell them (what you do and how it can help)
• Ask them (what you both have said, agreed, then SBP)
Gap Chart
upside

Goal

20% - $2M GAP

deficit
SalesMap
One for Spanish, one for russian
• Prospect Company: XXX
• Contact name: john
• Initial sales call date:
• Steps taken together
• Aaa
• Bbb
• Ccc
• Next step to decision making (sales)
• Next step to decision making (customer)