| In a sales seminar I attended, my good friend, | | | | Second Stage: "My experience has taught me |
| Ray Leone, a South Carolina-based sales trainer, | | | | that many times entrepreneurs lack the financial |
| described a three-stage strategy that's helpful | | | | expertise to do their own planning and then blame |
| when attempting to persuade prospects to do | | | | it on a lack of time. That prompted us to put |
| business with you and your company. It goes like | | | | together this tax planner. It takes about an hour a |
| this: | | | | month to keep up to date. It's simple to use and |
| 1. Make a factual statement that can't be refuted. | | | | can save you thousands of dollars every year." |
| 2. Make a personal observation that reflects your | | | | Third Stage: "How are you planning for your |
| experience and builds your credibility. | | | | taxes in 2006? If you'll allow me, I'd like to review |
| 3. Ask an open-ended question that combines the | | | | your 2005 return and customize the planner for |
| first two stages. | | | | the financial situations that you face day-to-day. |
| Let's say I'm trying to convince you to purchase | | | | I'm sure you're looking to save every penny you |
| a sales training program to enhance the | | | | can and want an accountant who will fight the IRS |
| effectiveness of your sales force. | | | | to keep every dollar allowed to you under the |
| First Stage: "You know Mr. Jablonski, a sales force | | | | law. Don't you?" |
| rarely meets sales goals and quotas set by | | | | Building Material Example |
| management." | | | | First Stage: "You know Wally, most builders are |
| Second Stage: "My experience has taught me | | | | not earning the gross margin they need to |
| that without training, salespeople rarely ― | | | | produce the bottom line profit they deserve." |
| on their own ― set goals or develop their | | | | Second Stage: "My experience has taught me |
| selling skills. The sales force usually blames their | | | | that many times the reason is because builders |
| lack of success on outside influences or other | | | | are so busy fighting fires all day that they don't |
| people rather than on themselves." | | | | take the time to put together a comprehensive |
| Now and only now should you drop in the | | | | marketing strategy. One of the services we |
| question. | | | | provide our customers is a program we call |
| Third Stage: "What are you doing to ensure that | | | | Contractor University. This program offers you an |
| your salespeople meet their goals and develop | | | | opportunity through a seminar format to work |
| their professional selling skills?" | | | | directly with experts in all phases of both |
| Now suppose I'm selling photocopiers. | | | | managing a construction business as well as the |
| First Stage: "You know Ms. Gregory, every | | | | actual construction process." |
| business must process documents." | | | | Third Stage: "What steps are you taking to |
| Second Stage: "My experience has taught me | | | | ensure that you are not leaving money on the |
| that many businesses fail to emphasize document | | | | table each time you sell a home?" |
| quality and cost control. They don't realize that | | | | How in the heck can a builder say no to that? He |
| every time they send a copy to a customer, it | | | | can't, at least not easily. This questioning technique |
| reflects the image and quality of their business." | | | | is powerful. It builds credibility and identifies needs |
| Third Stage: "How are you guaranteeing that the | | | | at the same time. |
| quality of your copies reflects the quality of your | | | | Figure out the process. Familiarize yourself with |
| business?" | | | | the process. Practice the stages until you're |
| Another example, let's say I'm an accountant. | | | | comfortable with each of them. Design the |
| First Stage: "You know, Mr. Adams, most | | | | technique around unique services your company |
| businesses don't plan for their best tax | | | | offers. It's a great way to set yourself and your |
| advantage." | | | | company apart from the competition. |