| What expectations do you have for your | | | | your experiences? (Yes, the first three questions |
| prospects or what I prefer to call them, potential | | | | are close ended and are required to set the sales |
| customers? This question was addressed in a | | | | expectations and move to the next level.) |
| posting on sales training by Lushin & Associates | | | | - If you could have 100% control of that |
| of Indianapolis, Indiana. The article essentially | | | | investment, then in what ways would attending |
| stated that the failure to identify expectations | | | | such a workshop have value for you? (Sales |
| early on in the sales process sets a lot of | | | | Training Coaching Tip: Allow the person to share |
| salespersons up to fail (not earn the sale). | | | | as much as possible and keep track of what has |
| Of course these expectations look different | | | | been said. |
| depending upon the situation. Recently, I created a | | | | Upon conclusion of these questions, I share the |
| business building workshop series entitled Pay | | | | specific topics to be covered and would they |
| What You Can Afford with the first workshop on | | | | have interest in any of them? Historically for me, |
| Internet Marketing, Improve Traffic & Increase | | | | delivering public business workshops be it on sales |
| Sales. This title alone sets the expectations. In | | | | training to customer service are lost leaders in |
| speaking with potential participants, I then ask a | | | | that they generate no additional business with |
| series of questions: | | | | those in the workshop and very few referrals |
| - Have you ever attended a workshop or learning | | | | even though I receive outstanding testimonials. |
| event, paid tens to hundreds of dollars and | | | | Since the efforts to market them are far greater |
| walked way complete dissatisfied because the | | | | than any long term rewards, I have refrained |
| information was poorly presented and had no | | | | from scheduling public business building and training |
| value to your situation? In fact you might have | | | | workshops. However, my sense is this approach |
| even thought that you could do a better job | | | | may generate some new interest given that the |
| teaching than the presenter? | | | | expectations have been set up front and there |
| - Conversely, have you ever attended a similar | | | | are no surprises. Each participant has been |
| event, paid little to nothing and believed it was | | | | pre-qualified before accepting the registration fee. |
| one of the best learning engagements you ever | | | | By setting the sales expectations up front does |
| experienced? (Sales Training Coaching Tip: I have | | | | create a different dynamic. Of course part of |
| yet to receive a No to these first two questions.) | | | | that dynamic is now you must be able to deliver |
| - So can we have agreement is that you | | | | by actually earning the sale. |
| determine the value of the workshop based upon | | | | |