A two hour workshop on sales that pays homage to Simon Sinek and many others

2. The objective for the next
2 hours
To overcome your fear of sales
and create a process that;
• Feels right for you
• Is easy for your customer to
engage with
• Will Increase sales
• Looks to the future

3. The Workshop Approach
The Value
Proposition
Customers
7-steps to
a sale

4. Introductions

5. Please answer the
following in no more than
60 Seconds
Your Name:
Name of your business:
Reason for attending
Tell us about your business

6. Value is the Experience of the
Consumer - Bottled

7. If sales is a concern
let’s talk about it?
Is it – Prospecting for leads?
Is it – Cold calling?
Is it – Handling objections?
Is it – Asking for referrals?
Is it – THE CLOSE?

8. Step 1
The Value
Proposition

9. Let’s talk about ‘Why’
Simon Sinek’s – Golden Circle
What
How
Why
What: The way the
sales process
normally starts. “Our
product is….
How: We then normally
go onto “How we are
different or How the
product or service
works” – those
benefits and features
Courtesy of Simon Sinek:
“Start with Why”, 2009

10. Start with Why
Values Passion
Emotion Purpose

11. Why is this important?

12. Take 5 minutes to collect
your thoughts.
Now Introduce yourself but
this time – start with Why
I will go first…

13. What’s your Business
Model?
“A Business Model describes how an organisation creates,
delivers and captures value for you, your customers and
society”

14. What is a ‘Value
Proposition’
A statement that defines
the value of what you do
in terms of:
• The problem you are
solving
• The needs that you
satisfy

17. Take 10 Mins and Answer
the following
1. What problem are you
solving for your
customer?
2. Articulate the solution
to this problem in one
sentence
3. Why is it a problem
‘Worth’ solving?

18. What is FAB?
Service / Product Feature Advantage Benefit
Complete the
sentence
This (………..) means
you
gain the advantage
of (……………) that
has
the benefit of
(…………..)
Write down 1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
Select 2 from the
above - what makes
you stand out from
the crowd?
1.
2.
1.
2.
1.
2.

19. From the customer’s
perspective
I want to buy this product or
service because it will …….
The thing I value most about this
product or service is ……
It is better than the competitors
product or service because ………

20. Now turn it round into a
value proposition
Our service or product is unique
because …………………………………………… . It
has the(feature) which gives you
(this advantage) so that you
can(benefit by)

21. Now we have defined it we
can talk about it

22. But to who?
Customers

23. Know your Customers
Nurture your Customers

24. Segment
Market
Place
Focus

25. Segmentation
1. Understand
Customer’s needs
2. Group
customers by
needs
3. Identify most
‘attractive’
segment
4. Develop a
Value Proposition
for each segment
5. Map each
segments
touchpoints to
needs

26. Empathise
3-areas to investigate

27. Where does the information come
from?
What information does a
customer require?
Where is the information
accessed?
Is it clear, easy to source –
purposeful?
1.Information

28. 2. Emotions
What emotions does your customer
feel at the start?
What emotions might they feel
during the decision process?
What emotions could they feel
afterwards?
What could you do to make them all
positive?

29. 3. Behaviours
What economic sacrifices have
they made to buy?
What does the purchase say about
them as a person?
Have they been coerced into
buying?
Is this the first time or is it a
repeat purchase?
How do your customers buy from
you?

30. Make them feel part of it

31. Take your customer’s
journey

32. Colbea Touchpoints
Customer
Segment
Information Emotions Behaviours Touchpoints
Start-ups A need for
knowledge,
How to start,
Grants and
finances
Fear,
uncertainty,
trepidation,
excitement
Free 1:1
session,
follow-up,
BIG, Planning
documents
Booking
process,
Website,
payments,
accessing
downloads,
training
Pre-starts Overcome
challenges,
increase
customers,
achieve goals,
find & raise
finance
Frustration,
fear, doubt,
overwhelmed
, motivation
concerns
On-line
access to
Coaching,
workshops,
emails,
accountability
, BIG
Website,
Coaching,
Advice,
networking,
Training, 1:1
advice
Established
businesses
Improvement,
Overcome
challenges,
Decision
making,
change
management,
Finance
Overwhelmed
, need for
new
direction, fear
of change,
paralysis
1:1 sessions,
consultancy,
booking
workshops,
on-line
courses
Website,
Coaching, 1:1
Advice,
networking,
Access to
finance,
Growth
mentoring

33. Chose a segment
Customer
Segment
Information Emotions Behaviours Touchpoints

34. Lead Nurturing
Getting ahead of the buying process by
educating and communicating with leads
what the brand value and promise is

35. Lead Nurturing
Educate
Inform &
Understand
CommunicateConvert
Keep Alive

36. Without effective nurturing, 79% of
marketing leads never become
prospects
Lead Nurturing

37. Educate
Give them the tools to make
independent decisions
Align their education to your
solution

38. Inform & Understand
Empathise
Benefits aligned to needs
Relate their concerns with previous
experience
Start the conversation

39. Communicate

40. Convert

41. Keep Alive
“63% of people requesting
information about your company
today will not purchase for at
least 3 months (and 20% will
take more than 12 months to buy”
That is why

42. Retain

43. According to
BusinessBrief.com
On average you will lose 14% of
your customers each year

44. According to Bain & Co

45. My 7-Steps
Step 1
Respond to every lead you get
with honesty, passion and
enthusiasm QUICKLY

46. Top Tips to break through
If you follow up on a lead
within 5 minutes, your 9X more
likely to convert
InsideSales.com

47. My 7-Steps
Step 2
In your process make things
personal by creating every touch
point an experience that can WOW
them

48. People do not leave a message –
get an answering service – it’s
cheaper than you think!
“Tone is 86% of our
communication – words only 14%”
Top Tips to break through

49. My 7-Steps
Step 3
Listen with a deep concern to
understand, learn and help

50. Top Tips to break through
Have a listening process
• Plan your questions
• Be responsive
• Finish with actions that
demonstrate how much you have
learned
“Expect the best, prepare for
the worst. Capitalize on what
comes” – Zig Ziglar

51. My 7-Steps
Step 4
Make sure every piece of
communication is designed to
inform and help – make it easy
to contact you

52. 95% of buyers chose a solution
that provided them with ample
content to help navigate through
each stage of the buying
process.
Top Tips to break through

53. My 7-Steps
Step 5
Make things personal and
interesting – we are ALL HUMANS

54. Personalised emails improve
click-through rates by 14% and
conversion rates by 10%
Aberdeen Group
33% of email recipients open the
email based on just the subject
line
Convince and Convert
Top Tips to break through

55. My 7-Steps
Step 6
Be persistent but not intrusive

56. 93% of converted leads have come
from the 6th call
Velocify
Top Tips to break through

57. My 7-Steps
Step 7
Now you have provided them with
a great service or product – ask
them to help find the next
beneficiary

58. 91% of customers say they would
give a referral whilst only 11%
of people ask for one
Dale Carnegie
Top Tips to break through

59. Finally
After a presentation, 63% of
attendees remember stories. Only
5% remember statistics
Dan and Chip Heath – Made to
stick

60. Tell me one thing you have
learned this evening

62. Any Questions?
Surveys will be sent to everyone
asking for Feedback.
Video testimonies
We will be running half and full day
courses on key aspects of the skills
boost