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“How To Make It EASY For Your
Prospects & Clients To Say Yes!”

                With Sean McPheat
       (Managing Director – MTD Sales Training)




                                      www.mtdsalestraining.com
                                                   www.mtdsalestraining.com
Interesting Question

How would you currently rate the competency
of your sales staff?
A.   Excellent – they exceed their targets
B.   Good – they meet their targets
C.   Below Average – they do not meet their targets
D.   Poor Performance – they do not meet their targets
     by a long way



                                             www.mtdsalestraining.com
Interesting Question

How many hours did you spend in up-skilling
your sales staff in 2009?
A.   12 days+ per person (84 hours)
B.   8-11 days per person (56 – 77)
C.   3-7 days per person (21 – 49)
D.   Less than 3 days (<21)
E.   0



                                      www.mtdsalestraining.com
The Best Sales Person I’ve Seen...




                                     www.mtdsalestraining.com
Sales Person Of The Month
      WINNER

 46 MONTHS
  RUNNING                   www.mtdsalestraining.com
Top Sales People (and Holly!)....
• Focus & Belief (She believes in what she’s selling & she knows her
  outcomes!)
• Attitude (She expects a positive outcome and if she does hear a
  “No” it does not put her off for next time)
• Understands needs (my need for a quiet life!)
• Communication & negotiation skills
• Sales process – she’s tried and tested several approaches and has
  refined her approach perfectly!
• She uses emotion to sell & understands my “hot buttons”
• She makes the buying decision easy (Especially down the
  doughnut isle of the supermarket)

  In short, she makes it EASY for me to say YES!

                                                        www.mtdsalestraining.com
Let’s Take A Look At...

• The DNA Of The Modern Day Buyer

• The Evolution Of Selling And What It Means
  To You

• Time To Revisit Your USP’s?

• Is Your Offer Really Compelling?

                                     www.mtdsalestraining.com
Who/What Do You Think Of?




                            www.mtdsalestraining.com
This Is The Modern Buyer Of Today!




Psst This includes you too!




                                     www.mtdsalestraining.com
The Modern Day Buyer...

• Wants “More” For “Less”
• They Want You To Practically Give It Away And
  Still That’s Not Enough!
• Has More Choice Than Ever Before
• Can “Research” Quickly & Find Alternatives
• Plays You Off Against Other Alternatives
• Sees How Much They Can Get Your Price Down
• Is More Sales Savvy

                                        www.mtdsalestraining.com
The Result? Supply Chain Madness!

You’re all squeezing the life out
     of your own margins!

           A Thought:
 Is it time that you all worked
    together in a new model?
                              www.mtdsalestraining.com
The Evolution Of The Modern Day Buyer




                                www.mtdsalestraining.com
The Evolution Of The Modern Day Buyer




                                www.mtdsalestraining.com
The Evolution Of The Modern Day Buyer




                                www.mtdsalestraining.com
The Evolution Of The Modern Day Buyer




                                www.mtdsalestraining.com
Redress The Balance Of Power!
• Review:
  – Your sales process
  – Your prospects wants
  – How they buy from you
  – Current skill levels of your people
  – Understand the numbers of your business
  – Your offer
  – Opportunity cost solutions
  – Look towards the internet and social media for
    positioning and selling power
  – Revisit the USP of your industry as a whole and for what
    you sell

                                                  www.mtdsalestraining.com
Time To Revisit Your USP?




                            www.mtdsalestraining.com
Time To Reposition Exhibitions?

What makes you more unique, more valuable,
      and more visible in the market?

    Most USP’s are not USP’s, they’re “givens”

                  ~ DEFINITIONS ~
• being the only one of a particular type; single;
  sole
• without equal or like; unparalleled
• very remarkable or unusual

                                            www.mtdsalestraining.com
Time To Reposition Exhibitions?

• Repositioning within the industry

• Repositioning how a show is sold

• Is it time that you all worked together?

• Sometimes you just need to be different!
                                      www.mtdsalestraining.com
Unique Selling Proposition

                 EXERCISE

        In Pairs, State What Your USP
              Is To Your Partner

                20 Seconds



                                        www.mtdsalestraining.com
USP Or Not USP – That Is The Question!

                  These are NOT USP’s
•   “Our expertise”
•   “Our experience”
•   “Our reputation”
•   “Our pricing”
•   “Our levels of service”
•   “Our quality”
•   “Our performance”
•   “Our people”
•   “Our speed of response”
•   “Our flexibility”
•   “Our ability to solve problems”

                                        www.mtdsalestraining.com
AUDIENCE POLL


                   Did You Hear A
     UNIQUE SELLING PROPOSITION
                      Or Not?

• being the only one of a particular type; single;
  sole
• without equal or like; unparalleled
• very remarkable or unusual

                                            www.mtdsalestraining.com
THE MODEL LAYOUT FOR A USP!




“You get fresh, hot pizza delivered to your
  door in 30 minutes or less -- or it's free”

          Here’s Why It’s So Powerful:
  benefit (fresh), benefit (hot), product (pizza)
  delivered to your door (benefit) in 30 minutes
      or less (benefit) or it's free (guarantee)

                                             www.mtdsalestraining.com
If You’re Not
    Different
From The Rest
  Then You’re
    Invisible!



                 www.mtdsalestraining.com
Action

• Brainstorm different USP’s when you get back
  to the office

• Try the BENEFIT, BENEFIT, GUARANTEE USP




                                     www.mtdsalestraining.com
Your Offer




             www.mtdsalestraining.com
Just How Good Is Your Offer?


             AUDIENCE POLL

         How many of you believe
           100% in your offer?




                                   www.mtdsalestraining.com
Just How Good Is Your Offer - REALLY?


               AUDIENCE POLL

How many of you would be 100% comfortable
   in selling your service, show, floor space,
     offering etc to your parents/spouse at
 FULL PRICE with NO DISCOUNT whatsoever?


                                      www.mtdsalestraining.com
Challenges With Your Offer

You have to assume that:
• No one believes you!
• No one trusts what you say!
• They believe a show costs too much
• They don’t like the costs of all of the extras
• Poor communications, training
• There are too many exhibitions
• They don’t like it that visitor attendance is
  dropping

                                            www.mtdsalestraining.com
So What Could You Offer In Return?
• Make it easy for them to buy!

• “One Stop Shop”

• Help them to Budget their participation

• Make the order process easy there and then

• Avoid charging them after the show

• What guarantees can you offer?


                                               www.mtdsalestraining.com
Remember, Your Prospects Want A Magic Pill




QUESTION:
       How can you make your offer so compelling that
 it has next to ZERO risk in it for your prospects and clients?


                                                      www.mtdsalestraining.com
Different Approaches For   TAKE ACTION
                           NOT NOTES!




                                 www.mtdsalestraining.com
Remember There Are 3 Types Of People...

• Those people that WATCH things happen

• Those people that MAKE things happen

• Those people that say “What the *!”$
  happened?”


      Make THINGS Happen!
                                     www.mtdsalestraining.com
Thanks!

Some Useful Resources For You:

 For A Copy Of These Slides Plus 20 FREE Sales Audios

            www.mtdufi.com
Join Me On Facebook – www.facebook.com/seanmcpheat
Join Me On Twitter – www.twitter.com/seanmcpheat
Join Me On LinkedIn – www.linkedin.com/in/seanmcpheat


                                               www.mtdsalestraining.com

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UFI Open Seminar in Europe 2010 - Budapest - Sean McPheat

  • 1. “How To Make It EASY For Your Prospects & Clients To Say Yes!” With Sean McPheat (Managing Director – MTD Sales Training) www.mtdsalestraining.com www.mtdsalestraining.com
  • 2. Interesting Question How would you currently rate the competency of your sales staff? A. Excellent – they exceed their targets B. Good – they meet their targets C. Below Average – they do not meet their targets D. Poor Performance – they do not meet their targets by a long way www.mtdsalestraining.com
  • 3. Interesting Question How many hours did you spend in up-skilling your sales staff in 2009? A. 12 days+ per person (84 hours) B. 8-11 days per person (56 – 77) C. 3-7 days per person (21 – 49) D. Less than 3 days (<21) E. 0 www.mtdsalestraining.com
  • 4. The Best Sales Person I’ve Seen... www.mtdsalestraining.com
  • 5. Sales Person Of The Month WINNER 46 MONTHS RUNNING www.mtdsalestraining.com
  • 6. Top Sales People (and Holly!).... • Focus & Belief (She believes in what she’s selling & she knows her outcomes!) • Attitude (She expects a positive outcome and if she does hear a “No” it does not put her off for next time) • Understands needs (my need for a quiet life!) • Communication & negotiation skills • Sales process – she’s tried and tested several approaches and has refined her approach perfectly! • She uses emotion to sell & understands my “hot buttons” • She makes the buying decision easy (Especially down the doughnut isle of the supermarket) In short, she makes it EASY for me to say YES! www.mtdsalestraining.com
  • 7. Let’s Take A Look At... • The DNA Of The Modern Day Buyer • The Evolution Of Selling And What It Means To You • Time To Revisit Your USP’s? • Is Your Offer Really Compelling? www.mtdsalestraining.com
  • 8. Who/What Do You Think Of? www.mtdsalestraining.com
  • 9. This Is The Modern Buyer Of Today! Psst This includes you too! www.mtdsalestraining.com
  • 10. The Modern Day Buyer... • Wants “More” For “Less” • They Want You To Practically Give It Away And Still That’s Not Enough! • Has More Choice Than Ever Before • Can “Research” Quickly & Find Alternatives • Plays You Off Against Other Alternatives • Sees How Much They Can Get Your Price Down • Is More Sales Savvy www.mtdsalestraining.com
  • 11. The Result? Supply Chain Madness! You’re all squeezing the life out of your own margins! A Thought: Is it time that you all worked together in a new model? www.mtdsalestraining.com
  • 12. The Evolution Of The Modern Day Buyer www.mtdsalestraining.com
  • 13. The Evolution Of The Modern Day Buyer www.mtdsalestraining.com
  • 14. The Evolution Of The Modern Day Buyer www.mtdsalestraining.com
  • 15. The Evolution Of The Modern Day Buyer www.mtdsalestraining.com
  • 16. Redress The Balance Of Power! • Review: – Your sales process – Your prospects wants – How they buy from you – Current skill levels of your people – Understand the numbers of your business – Your offer – Opportunity cost solutions – Look towards the internet and social media for positioning and selling power – Revisit the USP of your industry as a whole and for what you sell www.mtdsalestraining.com
  • 17. Time To Revisit Your USP? www.mtdsalestraining.com
  • 18. Time To Reposition Exhibitions? What makes you more unique, more valuable, and more visible in the market? Most USP’s are not USP’s, they’re “givens” ~ DEFINITIONS ~ • being the only one of a particular type; single; sole • without equal or like; unparalleled • very remarkable or unusual www.mtdsalestraining.com
  • 19. Time To Reposition Exhibitions? • Repositioning within the industry • Repositioning how a show is sold • Is it time that you all worked together? • Sometimes you just need to be different! www.mtdsalestraining.com
  • 20. Unique Selling Proposition EXERCISE In Pairs, State What Your USP Is To Your Partner 20 Seconds www.mtdsalestraining.com
  • 21. USP Or Not USP – That Is The Question! These are NOT USP’s • “Our expertise” • “Our experience” • “Our reputation” • “Our pricing” • “Our levels of service” • “Our quality” • “Our performance” • “Our people” • “Our speed of response” • “Our flexibility” • “Our ability to solve problems” www.mtdsalestraining.com
  • 22. AUDIENCE POLL Did You Hear A UNIQUE SELLING PROPOSITION Or Not? • being the only one of a particular type; single; sole • without equal or like; unparalleled • very remarkable or unusual www.mtdsalestraining.com
  • 23. THE MODEL LAYOUT FOR A USP! “You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free” Here’s Why It’s So Powerful: benefit (fresh), benefit (hot), product (pizza) delivered to your door (benefit) in 30 minutes or less (benefit) or it's free (guarantee) www.mtdsalestraining.com
  • 24. If You’re Not Different From The Rest Then You’re Invisible! www.mtdsalestraining.com
  • 25. Action • Brainstorm different USP’s when you get back to the office • Try the BENEFIT, BENEFIT, GUARANTEE USP www.mtdsalestraining.com
  • 26. Your Offer www.mtdsalestraining.com
  • 27. Just How Good Is Your Offer? AUDIENCE POLL How many of you believe 100% in your offer? www.mtdsalestraining.com
  • 28. Just How Good Is Your Offer - REALLY? AUDIENCE POLL How many of you would be 100% comfortable in selling your service, show, floor space, offering etc to your parents/spouse at FULL PRICE with NO DISCOUNT whatsoever? www.mtdsalestraining.com
  • 29. Challenges With Your Offer You have to assume that: • No one believes you! • No one trusts what you say! • They believe a show costs too much • They don’t like the costs of all of the extras • Poor communications, training • There are too many exhibitions • They don’t like it that visitor attendance is dropping www.mtdsalestraining.com
  • 30. So What Could You Offer In Return? • Make it easy for them to buy! • “One Stop Shop” • Help them to Budget their participation • Make the order process easy there and then • Avoid charging them after the show • What guarantees can you offer? www.mtdsalestraining.com
  • 31. Remember, Your Prospects Want A Magic Pill QUESTION: How can you make your offer so compelling that it has next to ZERO risk in it for your prospects and clients? www.mtdsalestraining.com
  • 32. Different Approaches For TAKE ACTION NOT NOTES! www.mtdsalestraining.com
  • 33. Remember There Are 3 Types Of People... • Those people that WATCH things happen • Those people that MAKE things happen • Those people that say “What the *!”$ happened?” Make THINGS Happen! www.mtdsalestraining.com
  • 34. Thanks! Some Useful Resources For You: For A Copy Of These Slides Plus 20 FREE Sales Audios www.mtdufi.com Join Me On Facebook – www.facebook.com/seanmcpheat Join Me On Twitter – www.twitter.com/seanmcpheat Join Me On LinkedIn – www.linkedin.com/in/seanmcpheat www.mtdsalestraining.com