7
Module 2
Creating Your “Possible Value Proposition”
“You will get whatever you want in life by helping enough others get what they want.”
Zig Ziglar
Two very basic fundamentals of sales
1. People love to buy, but hate to be sold; and,
2. People buy for THEIR reasons, not yours.
The “All About Them” philosophy
Understand the motivators of people who do, and would buy from you; and,
Clearly articulate the possible value buyers may receive by buying from you.
Understanding Your Prospects, and Why They Might Buy From You
What defines them?
___________________________________
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
8
What does their daily world look like?
___________________________________
How are they measured in their job? How can you, and your products/services
possibly impact that?
___________________________________
As it relates to your TYPE of products/services, what do buyers typically want?
___________________________________
As it relates to your TYPE of products/services, what do buyers typically want to
avoid?
___________________________________
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
9
Defining Your Possible Value Propositions
ƒ
Most of what sales reps and marketing people believe to be benefits are actually
not of personal interest at all to prospects
ƒ
A benefit is only of value if the person hearing it perceives it to be of value at
that very moment
ƒ
Value is not what you say it is; it is always what the buyer perceives it to be.
Buyers perceive value as a RESULT of owning and using your
product/service. The value is in the outcome -- not the product/service
itself. They become interested, and buy, because they see a photo of
the end result, with themselves in the picture.
What to Avoid (Or, Things That Would Cause Your Prospect to Say, “So
What?”)
Pain and Gain
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
10
The “Easy” Way to Provide Possible Value
We make it easier for companies/individuals to_____.
We cut down the amount of time it takes to ______.
We help eliminate the dreaded tasks of ________.
We cut down on the hassle of _________.
We lessen the stress of _________________.
Are You Able to Help Cut Costs?
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
11
How Are You Different?
“If we can differentiate a dead chicken, you can differentiate anything.”
Frank Perdue, founder of Perdue Farms
“What sets us apart is ________.”
“What makes us different is _______.”
“Something that you’ll get from us that no one else offers is ______.”
The Value You Have Already Provided for Others
Smart Calling™ Tip
When a customer volunteers a positive statement about any result they
have experienced by buying from, ask them if you could use that when you
speak with other prospective customers. Put it in an email, and request that
they reply to give their approval. Set up a “Testimonial/PVP” folder in your
email program or CRM system.
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
12
Do You Help Inadequacy?
Value is Not the Same for Everyone
ƒ
“Who am I talking to, and what might they want?”
ƒ
Executive Assistants
ƒ
Users of Your Product/Service
ƒ
Managers of the Users of Your Product/Service
ƒ
Top Level Executives
Smart Calling™ Action Steps
What will you commit to DO as a result of this module?
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
13
Module 3
Intelligence Gathering: Making Your Calls Smart
What Information Do You Want About Your Prospects?
ƒ
Look for factual data as well as situational information.
ƒ
The real jackpot lies within the situational information you uncover.
Identify and Look for “Trigger Events”
1. Bad Experience: The buyer has an unpleasant experience with a product/service,
people, or a provider.
2. Change / Transition: The buyer has a change or transition in people, places, or
priorities
3. Awareness: The buyer becomes aware of the need to change for legal, riskavoidance, or economic reasons.
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
14
Smart Calling™ Exercise
1. List the factual information you would like to learn about your prospects before a
call.
2. Identify the situational information you would like to learn about prior to your
calls.
Getting Personal
ƒ
Dig for what you can find out about them personally, and in their professional
life.
ƒ
Be judicious and use the information appropriately.
Where to Find Your Smart Information
Your Database
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
15
Smart Calling™ Tip
Past customers are one of your best sources of new business. There is gold in
this list. And don’t be afraid if the customer quit buying because of a problem.
The problem will still exist -- or at least be remembered -- if no one bothers to
contact them. However, calling will give you a chance to fix it. And if the
previous buyer left, go through the Smart Calling™ process with the new
buyer. You can always reference the previous relationship, and you have
some history to work with.
Exploring the Wealth of Online Information
Your Prospect’s Website
ƒ
“About Us” Section
ƒ
Press Releases
ƒ
Mission Statements
ƒ
Job Postings
ƒ
Company Site Searches
Other Online Resources
Recommended Resource
Sam Richter’s book, entitled Take the Cold Out of Cold Calling-Web Search
Secrets: Know More Than You Ever Thought You Could (or Should) About
Your Prospects, Clients, and Competition. (www.TakeTheCold.com)
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
16
“Filetype” Searches
Street View
Smart Calling™ Search Tip
If you sell to governments at any level, do Internet searches for "Requests for
Proposal" and your key words. Most government entities must post their RFP's;,
and this is a good way to find them.
Google News Alerts
1. Set up a Google News Alert with the names of your top competitors.
2. Set up a Current Vendor field or group that is searchable in your CRM system or
contact management program.
3. Call with value. -- be sure that prospects don’t view your opening as the "Just
checking in with you" type of call.
Jigsaw (www.Jigsaw.com)
LinkedIn
Blogs
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
17
Other Free and Paid Online Sources of Information
www.Smart-Calling.com
www.Manta.com
www.BizJournals.com
www.FindArticles.com
http://smallbiztrends.tradepub.com
www.Spoke.com
www.ZoomInfo.com
www.Factiva.com
www.Hoovers.com
http://www.OneSource.com
www.LexisNexis.com
Social Networking -- or Social NOT-Working?
Analyze what you need to invest in it time-wise, and discern what your return is.
Smart Calling™Tip
Invest in your knowledge. If your major competitors and prospects are
publicly-traded, buy one share of their stock. If you use a discount broker, ask
them to send you the share certificate. This entitles you to quarterly and
annual reports -- and other goodies you might be able to use.
Smart Calling™ Action Steps
What will you commit to DO as a result of this module?
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
18
Module 4
Using Social Engineering to Gather Intelligence
Talk to people other than your prospect in order to gather information which will help
you help your prospect.
1. As a separate call before your first call to your prospect;,
2. Every time you call your prospect.
The Social Engineering Process for Smart Calling™
1. Identify yourself and the company you represent. “Hi, I’m Jason Andrews
with National Systems.”
2. Ask for help. “I hope you can help me out” or “I need some assistance”
3. Use a Justification Statement.
“I want to be sure that I’m talking to the right person there…”
“I’m going to be speaking with your VP of Sales, and want to be sure that I have
accurate information…”
“So that I’m better prepared when I talk to your CIO, I have a few questions you
probably could answer…”
4. Ask questions.
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
19
Smart Calling Exercise
1. Prepare your own script for social engineering using the process above. Be
sure you have a justification statement you are comfortable with.
2. Brainstorm for the questions you will ask at all levels of an organization, and
write them out. (You may want to do this after going through the module on
questioning.)
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
20
With Whom Should You Engage?
ƒ
Users of Your Type of Product/Service
ƒ
Screeners, Gatekeepers and Assistants
ƒ
Sales Department
ƒ
Human Resources
ƒ
P.R. or Investor Relations
ƒ
Customer Service
ƒ
Purchasing
ƒ
Accounts Payable and Receivable
Assume What You Can’t Get and You’ll Always Be Right
More Social Engineering Tips
ƒ
Ask Them to Be Your Eyes
ƒ
Get On The Approved List First
ƒ
Talk to Other Sales Reps
Smart Calling™ Action Steps
What will you commit to DO as a result of this module?
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
21
Module 5
Setting Smart Call™ Objectives,
and Never Being Rejected Again
“Begin with the end in mind.”
Habit Two, from The Seven Habits of Highly Effective People, Steven Covey
Primary Objective
ƒ
What you want the person on the other end to DO as a result of the call.
ƒ
Emphasis on the DO. It must be action-oriented.
Smart Calling™ Exercise
Look at each of these and determine if they are a suitable Primary Objective or
not.
1. I want to find out what system they’re using now to track client time and billing
for their legal work.
2. I want to identify a compelling need that I can fill.
3. I want to get set an appointment with the prospect, assuming he is qualified,
and get him to include other influencers in the meeting.
ANSWERS
Not a Primary Objective. The rep would want to find that out; but then what? That
would be the “do” we want them to perform.
Not. Again, while we do want to accomplish that, we also want the prospect to
take some action as the result of the call.
Yes! The prospect is agreeing to meet with the sales rep, and bringing other
influencers to the meeting.
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
22
Thinking Big Gets Big Results
“As long as you are thinking anyway, think big.”
Donald Trump
Aim low, and you'll rarely hit above your target. Aim high, and you'll sometimes reach
it; and on average, will achieve greater results.
High achievers, expect to take the call as far as possible.
Smart Calling™ Exercise
Write out your Primary Objective for the prospect you are working on.
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
23
How to Never Be Rejected Again:
Accomplishing Your Secondary Objective
“No one can make you feel inferior without your consent.”
Eleanor Roosevelt
“No one can reject you without your consent.”
Art Sobczak
What you can attempt, at minimum, on your calls
This does not have to be a “do” on their part; it can simply be an attempt that you
make.
Ppossible Secondary Objectives could be ,
ƒ
“I want to leave them with a good feeling of my company.”
ƒ
“I want to ask who they are now buying their supplies from.”
ƒ
“I will ask if I could recontact them in the future.”
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
24
Secondary Objectives Can Also Pay Off in the Future
“Matt, even though there is not a fit today, if you find that your volume gets to the
point where it would make sense to outsource your peak level jobs, keep in mind we
can turn those around quickly for you.”
“If more of your customers ask for the type of unit we produce and you have to refer
them elsewhere, please remember that we can help you help those customers, and
realize those profits that you would be missing.”
“Ok Shelley, it doesn’t look like I have a fit for what you need today. Here’s
something to keep in mind, though. When you do notice more of your direct
mailings being returned because of bad addresses, we do have a software program
that could help you reduce that number, and save the printing and postage
expense. I’ll send you my card, and please keep it in the file you work from when
you’re planning mailings, OK?”
A Secondary Objective has two major benefits:
1. It ensures you will never be “rejected” again, because you will always have some
type of a win.
2. It allows you to plant seeds that you might harvest later.
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
25
Smart Calling™ Exercise
Write out your Secondary Objective for your prospect.
Smart Calling™ Action Steps
What will you commit to DO as a result of this module?
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
26
Module 6
More Smart Ideas For Prior to Your Call
Is There a Best Time to Call?
ƒ
There are too many variables involved.
ƒ
If you are not calling, you are not uncovering opportunities.
Smart Calling™ Success Story
If you call people who work in industrial environments, Mike Turner at Womack
Machine has an idea about how to effectively reach them. Since they're
typically out on the plant floor, they're normally not around phones; and paging
them could stir up a hornet's nest. However, many of them are around their
offices at the beginning of the day, around break times and lunch, and right
before quitting times. You can often learn exactly when these times are from
receptionists; or you can use this formula: a break is usually two hours after
starting time, with lunch two hours after that.
So, what is the best time for you? I don’t know. What I do know is that you
should set aside uninterrupted time, regularly, to do your Smart Calling™.
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
27
“Ritualize” Your Phone Time
ƒ
Make an appointment with yourself to call during set times to which you commit
on a regular basis.
ƒ
The key is setting the time -- and then doing it.
ƒ
Do it regularly, and do nothing else during that time.
When You are On a Roll, Stay in the "Zone"
End With a Positive
ƒ
End every day with a call that is a "win."
ƒ
It does not necessarily have to be a sale, but it an accomplishment of an
objective.
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
28
Smart Calling™ Exercise
What time rituals are you willing to commit to right now?
Great Days to Call: When Others Aren’t or Won’t
Call when others won’t, or during what they claim to be a “bad time”; around
holidays, summer vacations, and long weekends.
“The last two weeks of December were our best weeks ever last year. The team
made a decision in their minds that they would use the holidays and end of year as a
reason to close up deals instead of a reason to get put off for later. It worked! My
team performed 14% better than the average for the previous six months.”
Travis Isaacson, Sales Manager, Access Development
Other Unconventional Times to Call
ƒ
After /Before Hours
ƒ
Weekends
ƒ
Bad weather days
Best Times for Follow-Up Calls
Set a specified field set aside in your computer (or another consistent spot in your
notes) that indicates the “Best Times to Call” for a particular client.
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
29
Warming Up a Smart Call
ƒ
Sending something in advance …IF it is targeted and relevant, it can have a
significant return on investment.
ƒ
Put your prospect on your mailing list long before you make your first call.
ƒ
Sending things that you feel the prospect might find useful.
ƒ
News clippings
ƒ
Magazine articles
ƒ
Copies of web pages with interesting info
ƒ
Helpful hints pertaining to their business
ƒ
Your company’s newsletter
ƒ
Books
ƒ
Audio CD’s or video DVD’s
ƒ
Greeting cards
The best time to send items is after you have already done some Social Engineering.
This allows you to tailor what you send to the prospect’s interests, and then enlist
his or her assistant in helping you get it to the buyer.
Do not start out your call with, “I sent you a letter, did you get it?”
Emailing Before a Call
Emails before a Smart Call can warm them up, if structured well.
"Art, thought you might be interested in hearing about how another sales trainer like
you was able to get new customers and maintain them at a high lifetime value…"
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com
30
Sending Unusual Items Prior to the Call
ƒ
They are fun when they work; but you likely won’t build a career on them.
ƒ
If you have exhausted all of your other avenues, you have nothing to lose by
trying an unconventional approach.
Smart Calling™ Action Steps
What will you commit to DO as a result of this module?
_____________________________________________________________________________
©Art Sobczak · www. SmartCalling.com