By Rob Stern

Synopsis: This is about thinking like your specific prospect and how you can help them understand and see the value in what you offer through their perspective. This approach is essential if you want to truly communicate, break down barriers, and show people a better path to solving problems.

Mindset:

We can take a cue from the University of Berkeley Haas School of Business: “Confidence without Attitude: We make decisions based on evidence and analysis, giving us the confidence to act without arrogance. We lead through trust and collaboration.”

Warm Up:

Who are the players and who do they answer to?

Titles, education, background, relevant industry information, prospect-specific articles, etc.

Get your game face on:

It’s show time! Act like it!

Discovery:

This is important for gathering key information that will allow you to get a desired result. It should be executed strategically and with finesse.

Pro Tip: The Discovery should not be an interrogation. This should occur within the context of a conversation.

It is important to ask the right questions. Let them talk and make sure you listen. Go deep enough to uncover problems that you can solve.

What are you looking for in the Discovery?

“Hot Buttons.”

Pro Tip: Features are not Hot Buttons. Hot Buttons are emotions tied to features. Hot Buttons are “Why” something is important, as opposed to “What” is important.

Hot Buttons are also called 3rd Level Emotional Dominant Buying Motives:

1st level is the feature, 2nd level is the problem that feature solves, 3rd level is the emotion tied to solving the problem. The 3rd level is a personal reason and will motivate people to make a purchase despite obstacles.

Pro Tip: You might not always get to find out what that 3rd level is, but as long as the client sees it you are on your way.

Who is Going to Win, You or Your Ego?

It is ok to ask questions you already know the answer to?

A) Yes

B) No

C) Maybe

D) Only on a Wednesday

Answer: A

Uncovering pain (bigger motivator than a hope for gain)

Think about this when you are asking questions. People will move away from pain quicker than they will move towards something better.

Pro Tip: Don’t expect to be able to simply ask if they have pain and have them tell you everything. Yes you can ask, but chances are you are going to have to be a little more creative to get the full story or even any of the story.

Do not use the Shotgun Approach:

This means you should not tell them everything all at once and hope you catch their interest. You have to be precise. Time is not unlimited. So be smart.

Information Confirmation:

Clarify. Make sure you understand what the prospect is saying. Do not guess. Many times you will find this leads to elaboration or clarification on a key point. It keeps everybody on the same page and ensures you are speaking directly to what is important to the prospect.

Why wait for them to speak, even if there is silence?

Most of the time the best information is on the tip of their tongue, and they just need a few more moments to think it through.

Often times, people will feel compelled to keep talking and give you another nugget or kernel of information that will be invaluable to you.

Wait for it, wait for it, wait for it . . .

Pro Tip: Resist the urge to speak every time there is a pause in the conversation. Silence is golden. You can also say something like, “Tell me more” or “What else?”

Why not interrupt when you understand what they are saying?

You are like an archaeologist trying to excavate information.

Do not impede on this process. Cutting them off is like digging a hole for a bit and then saying “Got what I wanted” or “Nothing here” and covering it back up and digging a new hole. The good stuff is buried deep.

Letting people talk and think and talk some more is such a powerful way to get more information faster. It sounds counter intuitive, because you want to interrupt and get your point across. Try it anyway.

Other reasons to not interrupt even if you decide they are confused or that you think you know where they are going with their question?

It puts them on the defensive.

It makes them less likely to share information.

It makes you appear anxious.

Never ask more than one question at a time. . .

Never ask more than one question at a time. . .

Never ask more than one question at a time . . .

Why?

They will answer none of the questions or only part of the question.

Preparing for a presentation:

What is a presentation?

This is the “Proof of Concept” and if everything was executed correctly ahead of time a sale should be confirmed by the end of the presentation.

What you should know before the presentation begins?

By this time you should already know your prospect’s “Hot Buttons” and what they need to see to make a purchase and for what price.

Make sure you answer questions they have for the reason they asked it, not just for what it is on face value.

If someone asks if they can do something specific, find out why they want to do it.

You may even steer them to a feature or service that is much better for solving their problem than they anticipated.

When is the best time to have a conversation about the relevant product or service?

Answer: When you are face to face with everyone who needs to weigh in present.

When is the best time for the client to make a decision?   

Answer: (See previous answer.)

Who will answer those questions not answered during a presentation after you leave?

A.The Wizard of Oz

B.They will figure it out themselves

C.Nobody

D.Don’t worry they will call or email you to make sure they didn’t say no for the wrong reason

Answer: C

Pro Tip: Stay on track. Make sure you are listening and addressing relevant issues. Remember this is not about you. This is about the client. Part of your job is to make sure they go through the entire thought process while you are present and can answer questions.

Team Selling:

Tackle the opponent, not your own player.

In a team selling environment everyone has to be running the same play.

If I ask a prospect a question that we already know the answer to because I am looking for clarification or elaboration what should other people on the team do?

A) Answer the question for the client.

B) Ignore the question because we already know the answer and start a new line of dialogue.

C) Wait for the client to elaborate.

D) Ask additional questions before the client can answer.

Answer: C

Communication from the Prospect’s Perspective:

Who does a prospect trust most?

A.You

B.Your Boss

C.An unbiased third party

D.Themself

Answer: D

For achieving a sale what method of communication do you think works best?

A.Guessing

B.Telling

C.Helping them reach their own conclusion

D.Jedi Mind Trick

Answer: C

Objections can be one of two things:

Smoke Screens: 

Things to throw you off the path because they don’t understand or are feigning interest because they feel a need to participate, deflect or say something . . .  anything regardless of interest level.

Legitimate Concerns:

They have a question because they don’t understand.

They may be defensive because they are concerned it costs too much; it’s not the right fit; or something else relevant to their personal life experiences: right, wrong or indifferent.

They had a bad experience, and they think this will be the same thing. So they don’t care or listen to what you say because they don’t want to relive any more pain.

How to deal with objections:

First two things . .  .

1) Relax

2) Smile

Control your emotions:

If your face turns red, your expression sours, your posture changes, your voice is shaky or changes pitch (i.e. you act nervous or angry) you have just taken a giant leap backwards. If instead you smile, relax and respond by asking a clarifying question, you will be in a much better position.

What is this called?

A.Panicking

B.Freaking out

C.Done before you started

D.Jedi-Smile-Trick

Answer: D 

Example:

We have no need for this. We already have XYZ that does the exact same thing.

What this is?

That is a defensive position from the part of the person speaking.

What should you do?

“The supreme art of war is to subdue the enemy without fighting”  ― Sun Tzu, The Art of War

This is a chance to congratulate them by saying, “That is fantastic. It sounds like you have this down to a science.”

or

“I have heard that works very well.”

Pro Tip: They may start telling you issues they have with their current situation, but this is something you should let them bring up. Ask questions that get them to relive their current situation by having them walk you through the details. You do this by asking the right questions.

What are we doing here?

A.Letting them shut us down

B.Thinking about what is for lunch

C.Gathering useful information

D.Getting them to think out loud

E.C&D

Answer: E

Body Language & Vocal Inflections:

Body language tells more than words.

Vocal inflections tell more than words.

Remember it’s not what they say but what they think that is important.

Signs you may have some work to do:

Are they folding their arms?

Are they looking away when they speak?

Is there dialogue halted or stiff?

Signs that you are on the right track:

Leaning forward with hands on the table and feet pointed forward

Asking buying questions, like the following:

When can we start?

How long does it take to implement?

How much does it cost?

Taking Temperature/Trial Closes:

What is your start date to implement this project?

How many would you like?

Who will sign the agreement?

How many user licenses are you going to need?

Why this is important?

This will allow you to read vocal inflections and body language, and they might even come out and get specific on facts. In any event it is a good way to draw out useful information, so you can realign your course as necessary and make sure you are aiming at the right target.

3rd party stories:

Sharing appropriate stories about existing clients.

Painting a picture of success.

What not to do?

Do not tell a 3rd party story about a client who did something that falls short of what the prospect already does.

Even if they may be misinformed on their view, you have just blown all sorts of credibility and will have to back peddle.

So make sure you understand the lay of the land before you start blazing a trail.

 

 

1)      Find someone who can identify with your audience. It doesn’t mean that if you are selling a product to adolescents that you need a fifteen-year-old to write your blog, but it does mean you have to find someone with the perceptual flexibility to get in that mindset. Like a good method actor who becomes a character, you want your writer to be able to adopt a voice that will resonate with your audience, using key phrases, attitudes and tonality.

2)      Find someone who can provide a content strategy that aligns with your core values and is consistent with your long-term goals. Keep your message familiar. This doesn’t mean bore your readers with repetition, but people will return if they know they can get something they like.

3)      Find someone who has a complete grasp of English grammar and syntax.  Nothing ruins credibility like poor punctuation. However, knowing how and when to break the rules can be compelling. Think “Got Milk.”

4)      Find someone who can help define your ideas and can provide insight as to what readers want to see. You should not have to feed your blogger ideas. It is their job to execute and connect, so you can focus on what you do best.

5)      Find someone who you can communicate with. You need someone who can be flexible and can take direction when needed. You need someone who can check their ego at the door. But you also need someone who can project an opinion, one that is consistent with your brand identity.

Ask yourself what you want the client to feel.

Leave the rest out.

Be brief.

Skip buzz words.

All they do is set up the skim.

If you want to fill space, don’t write more. Magnify the font.

If every word has meaning, you don’t need very many.

Anyone who pontificates “write how you speak” doesn’t know how to write.

Polished writing is the product of editing not spontaneity.

 

I have been playing my Gibson SG Standard like crazy and doing research on every detail. I took the pickups out. I called Gibson and sent an e-mail. I posted responses on the Gibson Les Paul Forum. Here is an example:

I have a 1988 Gibson SG Standard with the Bill Lawrence Original HB-L & HB-R pickups. They are very hot, especially the bridge. I am looking at putting in some Seymour Duncan pups and coil splitting those. Probably going to get Seth Lovers, Pearly Gates, or Antiquities. I’m trying to capture that fat, smooth Gibson tone. Not a fan of the 490s or 498s either. I think the best pickups Gibson made are behind them. Seth Lover who owned the patent for the original PAF (patent applied for) spent his last 20 years or so at Seymour Duncan, so you’re actually getting a more accurate Gibson sound by not using Gibson pups. The Bill Lawrence Original pups are good for coil taping, supposedly, however you can coil tap just about anything if you know how and many pickups are set up with that ability from the get go. My opinion is the Bill Lawrence Originals that came in the Les Pauls, SGs and ES 335s in 88,89 and 90 are better suited for more of a metal sound. They were designed to try and get something between a ’57 classic and the L-500. I think they sound thin in comparison to the humbuckers from back in the day. Phil X demos a 1989 Les Paul Standard with Bill Lawrence pups and says several times how hot they are. You can Google it. Good luck.

This is in response to an article on litreactor, which I discovered through twitter.

I was required to read, among others, The Great Gatsby and Lord of the Flies in high school. Rereading both of them in the last few years (Gatsby I reread twice) I can now see  the human dynamics. I’ve known those characters. Back then it was way over my head. I loved Catcher in the Rye but loathed the rest.

Books can be so emotionally raw. In my early 20s I read Kerouac (On The Road); Ken Kesey (One Flew Over the Cukoo’s Nest) and Tom Wolf (Electric Kool-Aid Acid Tests and Pump House Gang). Those books are what inspired me to move from the East Coast to California almost 15 years ago. Now I would count among my favorites (Josh Bazell, Chuck Palahniuk, Daniel Woodrell, Ethan Canin, Bret Easton Ellis, Stephen Elliott (even though he gives me deranged dreams) Carl Hiassen, and whoever really wrote God Hates Us All. I can’t remember who wrote Puff and Black Dog (if those are truly their titles because I can’t find them on the internet anywhere) but they were awesome too. These authors/books, for me, seem to expose a side of humanity that no other art form can touch. I discovered I have little patience for books that don’t pull me in and keep me there. I either cast a book aside or devour it. There isn’t a whole lot in between. If it takes me more than 3 days to read, chances are I’ll never finish it.

He stood in front of the sliding closet door that also served as a mirror. He listened to the inevitable, played back from memory as he heard it every day.  He imagined how it felt to be assaulted with such language, raw, antagonistic; fraught with insult and slicked with bullshit. He smiled. His jaw relaxed; the muscles in his face limp, empathetic. He cared. He understood. His eyes said so. He needed to respond, not react to his clients. This exercise allowed him to do so. Nothing is better for disarming the agitated mind, puking malevolent confabulation, than smiling in a doe-eyed bliss that says, Thank you for the compliment. I love you too.

He moved in a way that only a mirror could emulate so what clients saw when they looked at him was like a reflection, a reminder of themselves. He mimicked patterns of speech; imitated vocabulary; simulated intonation; executed synchronized grammatical nuance. His dialogue intimated sway. He led them through their subconscious, filling them with fear or relief or inspiration or whatever emotion was necessary at the moment until their conscious mind took hold and they chose to strike a deal.

Correct:

Slashing through endless miles of lush vegetation  with a machete in the humid heat, sticky with sweat, and fighting leeches is what reading sloppy, verbose prose can feel like. If every sentence in a paragraph is a different version of its predecessor, you’re diluting the message. The phrase “in other words” adds nothing. Eliminate it. The word “basically” is superfluous. Stating the obvious, better have a reason. Engage emotions, stay on point and leave enough information out, so your audience craves more. Then give choices: make a purchase, make contact, learn . . .

Compare to this egregious example of the verbose and sloppy:

Today’s post is about words, and when sometimes you just might have too many. Wow, that sentence is one of the worst I’ve ever written, ever. Get ready for more examples of extra words that do nothing to further the message. Now picture this: Ever feel like your slashing through miles of lush vegetation with a machete? It’s humid and you’re hot, sweating like a pig with leeches all over your body. The ground beneath your feet is slippery and traction is poor. It can be irritating. You’re thinking I could be doing something else like updating my Facebook status or Tweeting; I wonder when the next Justin Bieber album is coming out. LOL!  In this scenario, the writer needs to trim the fat, modify the sentence structure. In other words, keep things simple. Basically, overdoing it can bore your reader. Simply stated, strong writing will hold the reader’s attention and that, my friends, is your primary goal. And, also, if you’re stating the obvious you should probably have a really good reason. So try and remove extra words; and remember, the easier your writing is to read for your audience, the happier everyone will be. A key element is to engage your reader’s emotions; stay on point with your topic of choice and leave enough information out of your writing, so that your audience craves more of what you are offering. Then give several options to choose from, such as make a purchase, make contact, or learn more about what your product or service has to offer. And just so you know it’s almost embarrassing for me to write this poorly even though it was intentional for demonstrating the difference between blah, blah, blah.