The Alternative Board

1
The Real Secrets of the Top 20By Mike Brooks

• The Alternative Board
• 707-864-5762
• www.tabeastbaynorth.com

2
Material is based on the following Book
3
Components of the Presentation
Covering Seven Major Topics
1 General Sales Process
2 80/20 Rule
3 - Prepare to Win
4 Unqualified Prospects
5 Getting to Closed
6 The Objection
7 Expect to Win
4
Overall Business Process
Sales
Product/Service Fulfillment
After Sales Support
Marketing
Feedback
Accounting / Tracking Metrics
5
General Sales Process

• Drive Interest
• Bonding

• Unique Selling Proposition

• Information
• Understanding
• Needs Clarification

• Advice
• Assistance
• Reassurance
• Removing Objections
• Quotation

• Transaction Processing

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Up Front Contract

• The time and length of the meeting.
• Who else should sit in with us?
• Should I leave if you have a phone call?
• I am going to ask you questions?
• I want you to ask me detailed questions.
• We will make a decision on what the next step
  should be with us.

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Bonding

 

• Get them talking about their passion.
• Follow the speech pattern
• Mimic the body language
• Listen for and mimic the perception words
• Common interests
• Reveal something of yourself

8
Ask Questions

• By asking questions, you get the prospect to do
  most of the talking.
• Questions shift the focus from you to the
  prospect to where it belongs.
• Questions probe. They uncover the real issues.
  Prospects hide their true motives as a built-in
  defense mechanism to thwart salespeople.
• Questions allow the prospect to become
  emotionally involved. People make decisions
  intellectually, but they buy emotionally.

9
Components of the Presentation
Covering Seven Major Topics
1 General Sales Process
2 80/20 Rule
3 - Prepare to Win
4 Unqualified Prospects
5 Getting to Closed
6 The Objection
7 Expect to Win
10
The 80/20 Rule
80 of the sales revenue and income in any
company or industry is usually made by the top
20 of the sales force
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Listening / Talking 8020

• The 8020 law as it applies to selling
  techniques.
• As the salesperson, you should be listening 80
  of the time and talking 20 of the time.
• Selling is no place for motor mouths. The more
  you listen, the more you will sell.
• Practice the active listening techniques of
  paraphrasing and asking clarifying questions.
• To quote an old Chinese proverb, Seek to
  understand before being understood.

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Components of the Presentation
Covering Seven Major Topics
1 General Sales Process
2 80/20 Rule
3 - Prepare to Win
4 Unqualified Prospects
5 Getting to Closed
6 The Objection
7 Expect to Win
13
Secrets of how the Top 20 prepare to win

• The top 20 prepare to win.
• Become a sales professional.
• Practice doesnt make perfect, it makes
  permanent.
• Know your numbers.
• Record yourself.
• Learn to listen.
• Develop and use effective Scripts.

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Prepare to Win Rule 1 Make a Commitment

• Make a personal commitment to Be the Best.
• Become a Sales Professional.
• Treat it as a career not a job.
• This allows you to do the hard work to become the
  best.
• Come in early and stay late.
• Start making calls early (745)
• Stay late to prepare for tomorrows early calls.
• Manage your time effectively.
• Eliminate time wasters.
• E.g. extending calls for prospects who will not
  buy.

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Prepare to Win Rule 1 Make a Commitment

• Learn and practice effective techniques
• Ad-libbing is how the bottom 80 make their
  living.
• Invest in yourself
• Take sales training courses, buy books, IPod
  downloads etc
• http//www.mrinsidesales.com/secretresources/
• Improve your Product Knowledge
• Develop an expectant attitude of Success

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Golden Rule 1 Be Specific

• Do research and leave a message that specifically
  addresses a problem or event that your prospect
  is dealing with. For example, if you find out on
  their website that they are opening a new branch
  or division in another city, mention this and tie
  it in with your value proposal. And always use
  their first name. Something like"Hi Barbara,
  Mike Brooks here with HMS software. I'm calling
  about your new office that's opening in Houston
  next month, and I wanted to provide you with some
  ideas that may help with your networking issues.
  We work with a lot of companies in the area, and
  I think you'll find it useful if we talk. You
  can reach me by calling area code [phone].
  That number again is area code [phone],
  and ask for Mike Brooks. I look forward speaking
  with you and thanks for returning my call.

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Golden Rule 2 Use A Script

• You absolutely must script out exactly what
  you're going to say.
• Nothing gets your message deleted quicker than a
  series of ums and ahs.
• People are way too busy to sit through -- let
  alone call back -- a message that rambles on and
  on by someone who doesn't appear to know why they
  are calling.Also, by scripting your message you
  can create great content ahead of time and
  delivered like a professional -- unlike the other
  80 of the messages they get.

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Golden Rule 3 State their Problem and offer a
Solution

• Did you notice that in the voicemail sample in
  rule 1, mentioned a specific event (their move)
  and a possible problem (networking issues) as
  well as potential solutions to their problems
  (some ideas that may help you)?
• The winning voicemail formula -- mention
  specific problems your prospect is having and
  offer your solutions to them. Prospects are only
  thinking about themselves and will only be
  interested in you if you can help them solve
  their problems.

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Golden Rule 4 Mention how your solution has
worked for others in their industry.

• Did you notice in the sample voicemail message
  the part about we work with a lot of other
  companies in your area"? People want to work
  with, and in fact feel comfortable working with,
  people who understand their business. If you have
  experience at solving other companys problems,
  then your prospect will want the same solution as
  well.
• Everyone wants to work with successful companies
  and if other companies are using you, they figure
  you've got to be doing something right.

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Golden Rule 5 Never, ever leave more than two
messages .

• After you leave your first message, wait at least
  a week before you leave a second. And if that
  doesn't get returned, move on.
• The last thing you want to be is a pest and a
  desperate one at that. After two messages, your
  prospect has your name and number, and if they
  are interested they will call you back. And if
  they don't then you get to spend time looking for
  someone who will.
• In conclusion to give your voicemail messages
  the best chance of being returned, follow these 5
  Golden Rules. And make sure to have a solid
  script ready for when they do call back!

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Prepare to Win Rule 2 Practice Perfection

• Get in the habit of mini critique sessions after
  each call (ask)
• What went right?
• What should I change?
• How am I going to change it?
• .What can I do at the next call to improve?

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Prepare to Win Rule 3 Prepare for Objections

• Objections are going to happen. Ask yourself
• What are the top three objections I get when I
  make cold calls?
• How about when I call a prospect back to close
  them?
• Am I prepared with scripted responses when I get
  them?
• Resources for building scripts
• See your companies training Manual.
• Seek out your companies top closers.
• Get a coach.
• Read this book and read it again.

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Prepare to Win Rule 4 Know your numbers

• Partial list of items to track
• The best call times during the day
• The number of phone calls you need to make
  before getting a qualified prospect.
• The number of prospects you have to call back
  before you close a sale.
• Your closing percentage.
• The number of leads you send out a day
• The closing percentage on the leads you send out.
• The value of each golden hour.
• The value of each qualified prospect.

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Prepare to Win Rule 5 Record Yourself

• Record your calls and check for
• Did you give your prospect a chance to tell you
  everything?
• Did you talk over your prospect?
• Did you hear exactly what they were saying,or
  did you hear what you wanted to hear?
• Did you introduce an objection?
• Did you talk past the close?
• Did you ask the right questions based on what
  they said?
• Did you question the red flags?
• Did you even hear the red flags?
• www.MrInsideSales.com/SecretResources to find
  recording devices.

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Prepare to Win Rule 6 Listen

• 5 lessons about listening
• Use a script
• Keeps you focused on their answers not your next
  question.
• Dont interupt
• It is rude, disrespectful and clearly shows you
  are not listening.
• Pause for 3 seconds
• This will coax your prospect into filling the
  space with value.
• Keep them talking
• Use open ended questions like What do you mean?.
  
• Listen to your own recordings
• Evaluate your own listeninhg skills.

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Rule 7 Pre-call planning and Scripting

• Plan your next day before leaving office
• Plan your closes
• Review your prospects buying motives and possible
  objections.
• Set a goal for the number of prospecting calls
  you will make.
• Organize your leads and call lists.
• Set three priorities.
• Group your non-essential activities and set aside
  time to complete them.

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Rule 7 Pre-call planning and Scripting

• Organize your scripts. Here is a list to
  consider
• Opening Script
• Rebuttal / Response Scripts.
• Qualifying Checklist.
• Closing Script.
• Closing Rebuttal / Response Scripts.

Effective use of scripts seperates the Top 20
from the rest.
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Prepare to Win Gatekeeper Script

• Gatekeeper Can I tell him whos calling?
• Salesperson Yes, Please tell him the Mike Brooks
  from Mr. Inside Sales is calling please.
• Gatekeeper Can I tell him what this is about?
• Salesperson Yes, Please tell him its about our
  upcoming top 20 sales training. Ill hold while
  you get him or Ill hold while you put me
  through.

Using please twice and an instructional comment
will eliminate 80 of any further screening.
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Prepare to Win Negative reflex Script
Prospect Im not interested. Salesperson We
do business with XYZ. Prospect We dont have
the money now. Salesperson Thats exactly why
Im calling you see...
The idea is to get past their negative reflex
and get them to engage.
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Components of the Presentation
Covering Seven Major Topics
1 General Sales Process
2 80/20 Rule
3 - Prepare to Win
4 Unqualified Prospects
5 Getting to Closed
6 The Objection
7 Expect to Win
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You cant close an unqualified prospect

• Top 20 focus on disqualifying buyers sooner
  rather than later.
• Throw your sales pipeline away.
• Prospects never get better.
• Deal killers on the front end will never go away.
• Look for early red flags and trust your gut.

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Why Qualify a Prospect
The brutal reality is that leads and prospects
never get better with time. The top 20 are ready
to deal with reflex responses with scripts.
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Handling Brush Offs Looking at Info
Prospect I usually buy from _____, but would
like to see your information. Salesperson
Why would you switch vendors? Salesperson How
many other companies have you looked at in
the last 6 months?. Salesperson And, how many
did you go with?
Learn to ask hard questions to verify your
intuition.
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Handling Brush Offs Looking at Info
Prospect Id like to look it
over. Salesperson Great and when you do, if you
think it will help your business, when would you
move on it?
Remember to respond with tough positions with
questions.
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Reflex Responses Im not interested
Script 1 Thats fine and many of my best
clients said the same thing. As they learned more
about the benefits they were glad they took a few
minutes. One thing they liked Script 2 I
didnt expect you to be interested. You dont
know enough about it yet. But I do know you are
interested in (saving money, increasing ,
increasing productivity etc) continue on Script
3 I can understand that. You probably get a
lot of these calls. I know what thats like
because I get a lot of calls too. Once in a while
I listen because something really good comes
along. And thats what's happening for you right
now. You see
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Reflex Responses Just send Information
Script 1 Id be happy too and if you like
what you see, would you be ready to place an
order? Script 2 Before I do, I want to make
sure you be ready to act on it if you like it.
Let me ask you (qualifying questions on budget,
decision-making process etc) Script 3 Sure
and after you receive the information, how soon
are you going to be making a decision? Script 4
And what would you need to see to say yes to
it?
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Reflex Responses Were Happy
Script 1 Thats fine and many of my current
customers said before they learned more
about_________. Just out of curiosity what do you
like most about your current (vendor,
product-service, etc). The key here is to keep
them talking. Script 2 Thats great, whenever
you get a great product for a great price you
should never think about switching. Out of
curiosity, how did you make your decision to go
with them? The key here is to keep them
talking. Script 3 I am glad you are taken
care of right now, let me ask you something. If
you ever found it necessary to get another
(quote, point of view, vendor, information )
could I be the first in line to talk to you about
some of your needs? Great, Ill go ahead and send
you some of my contact information. Do me a favor
and keep it handy if you need .
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Reflex Responses Im too busy
Script 1 Thats exactly why I called. I know
how busy you are and I wanted to set up an
appointment when both of us will have more time
to talk. Will Thursday at 200 PM work for you?

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Components of the Presentation
Covering Seven Major Topics
1 General Sales Process
2 80/20 Rule
3 - Prepare to Win
4 Unqualified Prospects
5 Getting to Closed
6 The Objection
7 Expect to Win
40
Secrets of how the Top 20 close

• You sound professional.
• You remain in control.
• You concentrate on listening.
• You wont introduce objections.
• You wont talk past the close.

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Closing Opening remark 1, HI C or S
Hi, _________, this is Mike Brooks from Mr.
Inside Sales. Ive been looking forward to
speaking with you, and I am sure you looked at
the information I sent you, and probably even
have a few questions. Do me a favor and grab that
information, Ill hold while you do
Never say, Im calling to follow up.
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Closing Opening remark 2 , Hi I
Hi, _________, this is Mike Brooks from Mr.
Inside Sales. How are you doing today? Great.
Its been an exciting morning here and I have a
few updates on that info/quote I sent to you.
Itll just take a minute to bring you up to
speed. So do me a favor and grab that info, Ill
be happy to hold on while you do
Never say, Im calling to follow up.
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Closing Opening remark 2 , Hi D
Hi, _________, this is Mike Brooks from Mr.
Inside Sales. How have you been? Great. The good
news is that this wont take long, and youll be
glad you took a few minutes to go over this
briefly. Do you have the quote handy, or should I
hold while you grab it
Never say, Im calling to follow up.
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Closing The Instant Assumptive Close
Hi, _________, this is Mike Brooks from Mr.
Inside Sales. Well I must tell you, Ive been
looking forward to speaking with you today. You
see I was thinking about how happy my other
clients are and how much I enjoy talking to them,
and I realized you could easily become one of my
best clients as well. Now Im sure you reviewed
the information, and like them, can see the
benefits that this product/service can bring to
you. My question to you is Would you like our
(larger offering) or would you like to start with
our (smaller offering). Then listen..
Your intuition will guide you on when
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After Delivering Price

• Ask them how they feel, or where they stand
  relative to the price you just delivered.
• How does that price sound to you?
• Is that within your budget?
• Which of these price points appeal to you the
  most?
• Is that what you are looking to spend?

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The Power of Trial Closes

• Subtle Pulse Takers.
• Targeted.
• Direct Closing questions.

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Subtle Pulse Takers

• Are you with me on that?
• Does that make sense?

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Targeted

• Is that what you were looking for?
• Is that going to fit your situation?
• Is that within your budget?
• Can you see the benefit here?

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Direct Closing Questions

• If this is all you knew about this, would you be
  tempted to buy it/go with it/hire us?
• Does this sound like the solution you need?
• Am I getting close to having a new client?

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The Multiple Choice Close
_________, some of our clients start with the
minimum investment package of XXXX, and usually
wish they had taken more, while other clients
realize that with an (investment, product,
service) this good, it makes sense to move other
things around to get more liquid and participate
at the YYY level. And of course our professional
clients wont even consider anything less than
BBB in something this good. Where do you see
yourself starting?
You compete for spending , not just direct
competitors.
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The Drop Close
I can understand that your budget may be a little
tight right now, but I also know that you would
like to participate in this program/take
advantage of this offer/use this service, right?
Well, _______, sometimes a split position does
become available, and if it is not already spoken
for, and my partner approves it, I can sometimes
offer it to new clients such as yourself. Now, I
am not saying I can, but If I could get you a
starting position today, at just half the price
of the regular unit, is that something you would
move on right now?
When they are interested but cant find the
budget
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The Building Value Close
You know I am aware of all the other options for
this, and quite frankly, If I thought they were
better for my clients, Id be working there and
selling their products. Bottom line, if you want
the best overall value/results/experience then do
what I did. Choose ________. You will always be
glad you did. Now do you want to start with the X
Size order, or would the Y size order be
better?
Use enthusiasm to build value
53
Components of the Presentation
Covering Seven Major Topics
1 General Sales Process
2 80/20 Rule
3 - Prepare to Win
4 Unqualified Prospects
5 Getting to Closed
6 The Objection
7 Expect to Win
54
Answering Objections
When sales reps ask how or when they should
handle objections, they are often surprised by my
response. I tell them they should never answer
objections.
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How the Top 20 handle objections

• Use a softening statement.
• Isolate and question the objection.
• Answer the objection.
• Once you have uncovered the real objection, use a
  scripted response to answer it.
• Confirm your Answer.
• Does that answer that for you/ Make sense?
• Ask for the deal.

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The top 5 Objections

• I need to show this to ______.
• The price is too high.
• I want to think about it.
• I already have a supplier/company I work with.
• We dont have the budget.

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Your price is too high
Script 1 I understand that and let me ask
you. If this price is exactly what you were
willing to pay, is this product/service the
solution you would go with today? Then shut up
and Listen..
Most objections are just smokescreens. Qualify
all objections.
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Ive got to talk this over with ______
Script 1 I can totally understand that
________ and let me ask you. If you did speak
with _______ and they said whatever you thought
was fine with them, would you go with this today?
Then shut up and Listen..
Find the real roadblocks.
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I want to think about it
Script 1 Thats OK and I want you to think
about it carefully before you make any decision.
From what we have discussed so far, I know that
you understand how the product/service works,
right? And if you were to decide to move on with
this product/service then the money wouldnt be a
problem. I mean this does fit within your budget
today, right? Great, just to clarify, what part
of the product/service do you want to think
about?
Find the real roadblocks.
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I already have a supplier/company I work with
I am glad you are using XYZ Company for this. You
see, I only work with companies who understand
the importance of this service My job is in
increasing value and not to increasing new
accounts to this market. And _______, I am sure
that XYZ is the best supplier you have found so
far, and that is why you are still using them,
right? Well _____, I am interested in helping you
take your business to the next level. And I want
to start slowly with you and prove our worth. I
dont expect a total switch, rather just an
opportunity to help you improve your business. I
am going to suggest you start small with our
and youll have a chance to compare our
product/service. After 90 days you be the judge.
Now I can have this for you by
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We dont have the budget
Script 1 __________, If the budget were
available on this, would you move forward on this
today? What else would you need to see before
you would move forward on this? What else do you
do when an emergency expenditure comes up, where
do you get the budget for that? When was the last
time you were able to squeeze something like this
into your budget? Well ______, since you agree
that this solution would be a perfect fit for
you, where could you get the money
from? _________, If I could structure the
payments to fit within your current budget, and
spread other payments into your next budget
period, would that make it easier to get started
with this today?
62
I looked it over and Im not interested
Script 1 I understand and thats perfectly
OK. At first many of my clients dont fully
understand the benefits of this and thats why
Im here. But, lets do this, Ill take a few
minutes to explain the benefits to you and if you
are still not interested well part friends. Do
you have the information handy? Script 2 I
didnt expect you to be interested. If this thing
sold itself they wouldnt need me, theyd send
out the information and the clients would send
checks. But seriously, this product has many
features that my clients enjoy and and cant live
without, and it may be that way for you too. Do
yourself a favor and spend a few minutes with me
and find out how and if this would be right for
you. Go ahead and grab the information and let
me cover a few things - do you have it handy?

63
I dont have the time right now
Script 1 I know that feeling, my schedule is
pretty full as well. Should I call you back in an
hour, or would later this afternoon be better?
(Then make a definite appointment an keep it)
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Components of the Presentation
Covering Seven Major Topics
1 General Sales Process
2 80/20 Rule
3 - Prepare to Win
4 Unqualified Prospects
5 Getting to Closed
6 The Objection
7 Expect to Win
65
Stay Positive
The most powerful form of positive and effective
affirmation are your written SMART goals.
66
Good sales practices focus on the prospective
customer. Good questions help them reveal what
they want to buy and how you can best satisfy
their needs. Ray Brun
The Alternative Board
67
Backup Slides

• The Alternative Board
• 707-864-5762
• www.tabeastbaynorth.com

68
Typical Retail Lead Conversion Process
We will not be covering this in this workshop
69
Who receives sales calls
EMAIL Blast or Referral
Customer Views Website
Prospect Calls by Phone
Salesperson asks Scripted Questions See Pg 4
Have Budget?
Know Your Process?
Worked w/ Other printers?
Yes
Yes
Yes
No
No
No
Refer to competitor
Take time to educate
2
Review prospects Website
Fill out Marketing questionnaire
Verify Requirement Understanding
Want Quote?
Yes
1
No
3
70
Meet at Your Company?
Review Portfolio / Work with Prospect
Yes
Schedule Appointment
2
No
No Follow Up?
Plan Prospect Engagement
Customer Signs Quote?
Find out Decision making Process?
Create customized quote
No
1
Yes
Add Project to Project tracker
71
Find out reason why customer didnt buy?
Prospect added to Pipeline
Yes
Add to Future Objection Strategies
Modify Marketing Strategy
3
No