One of my newer clients has asked me to help coach someone that is new to a selling role.   This individual is very bright, seasoned and articulate.  His role in the past was more of a technical problem solver and he was successful in this job.  He asked binary type questions and received binary type answers to quickly get to the root cause of the problem and suggest a potential solution.

A sales role is a little bit different because you want to take the time to understand the nuances of the situation to reach a buying decision.  My mentee’s specific concern was identifying the real decision maker.

We reviewed this topic during a role play.  We used a script to guide the discussion.  It is extemporaneous not a rote template or process that needs full completion.  Open ended questions work best.  One must ask leading low trust level type questions before the prospect will respond to higher trust level questions. it is important obtain this information using voice not written communication e.g. text, e-mail so you can go off script and get deeper into a conversation.

My mentee would straight out ask if the contact, usually a Purchasing Agent, was the final decision maker and of course he received a reassuring positive response.  He then respectfully devoted his full attention to that person because they were the decision maker.  This worked great until decision time came and the PA replied that he had to “run the decision up the ladder.”  My mentee then realized that he was back to square one and needed to rerun the pitch up the ladder again with no help from the original “decision maker.” 

How could he have saved time and avoided this unfortunate situation?

• Ask at the outset about how buying decisions are made.
• Ask about their part of the buying decision and what happens after they approve their part of it.
• Ask who the ultimate internal consumer of the “purchased” product is.  What is their budget authority?  Ask if they should be involved from the outset.
• Ask about if samples, tests and certifications are required so that these items can be prepared initially, and you will understand the length of the purchasing process.
• Ask about how your product’s performance will be measured in terms of quality, delivery price after it has been approved so that you can uncover if competitors are already involved.

Taking on a new role, particularly one in sales can be exhilarating and challenging.  Having a role play is a great way to save time and improve your performance.  You need to dive in.  Do you want to have a free fifteen-minute role play?  Sign up on my web site or contact me directly by phone.

Sales Managers,
It is the fourth quarter and you want to make sure you hit your annual plan.   Look back at some tips from 2017 on planning 4Q activities: https://www.jimthomasintl.com/blog/archives/11-2017


Good Selling!

I recently participated on a panel at my alma mater.  We, the panelists, were complimented by some audience members that we were great extemporaneous speakers.  I, for one, was not that great.

We were just led by a great moderator who prepared us well for the discussion.  The goal of a panel discussion is to provide a forum for experts to relate experiences, favorable and unfavorable, for others going through similar business issues.  Although the Tradewinds Council https://www.jimthomasintl.com/the-tradewinds-councilcopy.html is not a panel, there are common themes we use.  Moderators or facilitators with subject matter expertise lead discussions in a structured and planned methodology but are not entirely scripted.   A more lively and free flowing discussion ensues when the panelists are comfortable with some preparation and structure. The key is to engage the panelists early on so that they are at ease when they receive questions and comments from the audience.

The best moderators:

1. Speak with panelists two weeks prior to the event to learn their strengths and experience.Moderators can then tailor questions that allow the panelists to shine.They ask the panelists the stories they would like to bring up during the discussion.
2. Send the panelists a draft of the outline of questions within a week of the discussion.quest specific examples from the panelists, having them cite a description of actual events.The key point is for the panelist is to emphasize their lessons learned and review what they may do differently in a similar setting.
3. Provide the panelists tips before the event:
   1. Logistics of the meeting.Place and time
   2. Appropriate dress code
   3. Parking instructions
   4. Estimated audience size
4. Structure introductions when the panel begins.This should be short and sweet.This is Part One of the panel.
5. Ask several panelists to address the same question so that the audience hears divergent views on the subject.Not every panelist need not chime in on every issue. This is Part 2.
6. Allow two-three minutes for responses and one-two minutes for follow up by other panelists.Let the panelists know this ahead of time so that they will be pointed and not wax eloquent.
7. Leave 1/3-1/2 of the amount of time for audience engagement and Q &A.This is Part Three and usually the highlight for the audience.
8. Repeat and clarify the questions from the audience so that all hear.This also gives the panelists time to think through their responses.

The best panelists:

1. Interact with the moderator or facilitator prior to the event.They should ask the moderator how the event will be run e.g. will they call on specific people for each question or will it be an open forum.Panelists should also inform the moderator of any taboo subjects or limitations so that these matters are kept off the agenda.
2. Support key positions/opinions with facts and quantifiable data. We live in a metric driven world and numbers strike a relevant chord.
3. Prepare an introduction why you are a subject matter expert.
4. Anticipate questions that may be asked because of position or recent organizational statements.Typical subjects today relate to talent shortages, tariffs and impending/likely legislation.
5. Prepare the select relevant points you want to make for summary comments.
6. Keep responses short and to the point.Use a timer on your phone to keep your remarks under two minutes if you are verbose.You are not the “boss” of the panel and don’t want to be perceived as the “monopolizer.”

Speaking on a panel can be a version of Whose Line is it Anyway, however I find these types of expert panel discussions highly informative and exhilarating.

Do you want to have a free fifteen minute discussion so we can discuss an upcoming panel discussion? Sign up on my web site http://www.jimthomasintl.com/ or contact me directly by phone.  

Good Selling!