Why the super-intelligent program? Well, this program will go beyond traditional sales training. My study in human communication has led me to understand how the brain makes buying decisions and  will expose you to an incredible world of influence – the ability to influence buying decisions in your favour, irrespective of selling the identical product to competitors

So, what then is my philosophy? Buyers must be absolutely certain before they can reach a quick and confident buying decision. That’s common sense, but what are the elements that will drive this state of conviction – this certainty to pull the trigger to buy? There are, in fact, two elements:

 

Logical conviction: Buyers need to be presented with a business justification to drive their desire for a logical reason to buy. So, I will be providing you with the consulting skills to analyse each buyer’s technical environment and challenges, and then to present an airtight business case. But we cannot assume that this will be sufficient to influence buying decisions. You see, despite having the best deal on the table, sellers are still losing the sale. There must be something missing. And there most definitely is! There is a second element to conviction, and that is the emotional conviction

 

To place buyers in a high state of influence, you need to create an environment of rapport and trust. Every time we interact with another human being, we will affect their emotional state, either positively or negatively. Now, you cannot speak your way into this positive state. So, through nonverbal communication, I will coach you to build this subconscious connection, a common bond where an environment of confidence and participation is developed. It is in this state that buyers will be the most open to influence. This is our secret weapon. This will be your unfair advantage!

 

The selling skills program is split into two basic tutorials:

  • The art of consulting – to drive Logical Conviction
  • The art of communication – to drive Emotional Conviction
  • The Art of Consulting (to build a logical case)

 

These are the traditional sales training skills and provide sellers with the ability to systematically build a case to present business solutions to client challenges. Demonstrating profitability will change the customer focus and the initial cost will be less important. This appeals to the buyer’s logical mind. Modules include

 

  • Prospecting (New business development)

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Existing customers: Most sellers have a maintenance approach to

customers rather than a development approach and all too often, new sales

are initiated from the customer side, but only when they are ready.

 

Sellers will be trained to:

-uncover unrecognised customer problems to accelerate the start of a sales process.

-Set up a business plan to focus their approach to increasing wallet share

-Set up a customer retention plan for major customers

 

Brand new prospects: Brand new business is the lifeblood of any business. Canvassing for new business remains one of the toughest challenges for most sales organisations as sellers are not given effective tools.

 

 Sellers will be trained to:

 

– unseat the customer’s current provider or to introduce your services to first-time buyers with specially prepared scripts, incorporating effective words and tonality.

– speak confidently to the prospects executive staff

– approach prospects with an ideal customer profile

– deal effectively with common objections

 

  • Needs Analysis

 

This is the most important phase in the entire sales cycle as it prepares

sellers to build a strong business case to increase the buyer’s logical

                                  certainty.

 

Sellers will be trained to:

 

-identify critical buyer needs. Sellers often fall into the trap of simply identifying implied needs (nice to have’s vs must-haves). Incorrect focus

here does not build a strong business case and buyers are more likely to present objections or simply remain in the status quo

 

-Intensify the implications of the problem, decreasing the risk of buyers remaining in the comfort of the status quo (status quo is your biggest

competitor) or the unwillingness to pay a premium for your solution.

 

-Influence buying decisions by guiding the buyers buying criteria (how the offering will be judged). The start of the differentiation process

begins when your sellers guide buyers to accept the company’s strong points in, Company, Support, Product and Finance

 

  • Value propositions

 

Real business value for the customer, must be entrenched to present an airtight logical case.  The company will at times be operating at a price premium and as such, the

proposals must be presented as a solution, offering real business value. The final decision in corporate sales is made in the executive suite. Here the language is not features and

benefits, but risk and profitability.

 

Sellers will be trained to:

 

– demonstrate profitability advantages through a total cost of ownership calculation causing the initial cost to lose its significance. This drives urgency and differentiation,

allowing buyers to prioritise your offering.

 

  • Presentations

 

Very often, proposals are far too generic, lacking the differentiating criteria to select the company solution over competitors. This is the result of poor analysis techniques to uncover and guide customer buying criteria in your favour.

 

                              Sellers will be trained to:

 

-to use their nonverbal communication expertise to place the buyer in a state of influence

– use a strong closing technique in the presentation to persuade buyers to commit to their solution.

 

  • Closing

 

Buying decisions are not made to the seller’s message at the end, but are accepted/rejected throughout the process and only revealed at the end.

This disproves the effectiveness of the old theory that sellers must guide buyers to make a commitment to buy only at the end. This is hugely risky

because, if a buyer is quietly rejecting your pitch, they go into a negative emotional state, exponentially increasing the risk of not closing.

 

Sellers will be trained to:

 

-ask for minor commitments along the way. The brain uses these as anchor points for the final commitment (when asked to buy your solution).

-encourage buyers to make public commitments. This will bolster the buyer’s resolve to follow through as the intrinsic desire to be consistent,

is so intense that the belief in what has been committed to be strengthened

 

  • Negotiations

 

In some cases, an impasse with the prospect will require a negotiation to take place.

 

Sellers are trained to:

 

Understand Cognitive Bias (the brains shortcut to reduce the information

  overload) and the effects on the buyer’s illogical thinking.

 

-use the Problem-Solving style of negotiation to maintain rapport and trust.

In this state, the buyer’s vision will remain open, and more accepting of new

ideas and the most open to influence.

 

 

  • Managing accounts

 

Sellers will understand that the approach to managing accounts must go beyond simple maintenance but must also include account development.

 

Sellers will be trained to:

 

-apply the most effective techniques to retain customers

-set up a business plan to focus on new opportunities

– identify unrecognized client problems to accelerate a buying cycle

 

 

  • The Art of Communication (to build an emotional case)

 

Ninety-nine percent of all sellers fall into this trap– misunderstanding how to influence buying decisions in their favour. Sellers are simply assuming that they have done enough to

close sales by only presenting a logical business case. While important, a strong logical proposal is in fact, insufficient to provide buyers the certainty needed to make a confident

buying decision. An emotional case also needs to be made.

 

To place buyers in a high state of influence, you need to create an environment of rapport and trust. Every time we interact with another human being, we will affect

their emotional state, either positively or negatively. Now, you cannot speak your way into this positive state. So, through nonverbal communication, I will coach

sellers to build this subconscious connection, a common bond where an environment of confidence and participation is developed. It is in this state that

buyers will be the most open to influence. This is our secret weapon. This will be your unfair advantage in a market of product uniformity

 

  • Communication Fundamentals

 

Sellers are given an understanding of how the brain processes information, and as such are introduced to the NLP communication model. This is the first clue to

persuasion.

 

Sellers are trained to:

 

– understand that no two people see the world the same

– understand the buyer’s map of the world and sell from this perspective

– practice active listening skills to overcome the dangers of selling too soon and

raising unnecessary objections

 

  • Communication via Tonality:

 

It is your tonality that moves your customer emotionally. We use tonality as another “language” to influence the buyer’s positive emotional state. As most sales cycles

begin on the telephone, effective tonality is vital if sellers want to avoid being prematurely shut down by the buyers pre-conditioned behaviour to get rid of canvassing sellers.

 

             Sellers are trained to:

 

– demonstrate expertise, trustworthiness, belief, caring, reasonableness, and sincerity, purely using tonality

-answer objections with the correct tonality to retain rapport to keep the buyer’s vision open, enabling him to be assessable to more ideas and open to persuasion

 

 

  • Communication via Body Language

 

Our ability to communicate is made up of 3 basic elements, words, voice tone and body language. Nonverbal communication contributes 93% of how we

communicate with others (tone is 38% and body language is 55%) This means that words are only used 7% of the time in communication.

 

Fifty-five percent of your image – in other words, how others perceive you, comes directly from the way you use your body, facial expressions and

gestures. The first impression happens before you open your mouth – you do not get a second chance to make a first impression. We get a ‘gut feeling’

(instinctive feeling) when we meet others.

 

Sellers are trained to:

 

– ‘read between the lines’ when people are talking. You learn to match what the person is saying through words, with what their body is saying or not saying

through body language – are they conveying the same message?

– observe their own body language. Nonverbal communication is an automatic, unconscious expression of your emotional feeling and without conscious

control, you could be disclosing negative feeling you would prefer to keep hidden. These negative emotions close rapport and the ability to influence is

highly reduced

 

Note: Our body language works harder than the actual words we use, yet we spend hours to plan ‘what to say’ ignoring the ‘how to say it’. Less than 1% of the selling community understand the science of persuasion and continue to rely on logical business proposals as their only weapon to influence buying decisions in their favour. All too often, sellers with the best logical deal on the table are still losing sales. There must be something missing….. an emotional case.