Download - Reinventing Sales
The surprising truth about
how to sell more by eliminating
all forms of buyer resistance
IRRESIST IBLE
Harry Mills
CEO
1. Google-driven technologies have made the way we sell
for over 100 years unprofitable and unsustainable
2
For over 100 years salespeople have been taught a form of
direct persuasion called Tell-and-Sell. It no longer works
Tell AND Sell
(information) (persuasion)
Direct Persuasion
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To counter falling productivity, CEOs are investing more than
ever in their salesforces but results aren’t improving
of sales meetings result in a sale 9.1%
ONLY
1 out Of 250
JUST
salespeople exceed their targets
Source: Lynette Ryals, Iain Davies, HBR, Dec 2010
Sales Productivity: 800 UK Sales Professionals
of profit per sale is needed just to cover the cost of failed sales meetings
4
5.27
2010 2011
1O.4
No. of sources customers access prior to purchasing
Consumers now access more than ten Google-driven sources
of information prior to purchasing
Source: Jim Lecinski, Winning the Zero Moment of Truth – ZMOT, Google, 2012 5
Source: CEB Survey of 1,400 B2B customers, 2011
Less and less B2B customers are consulting salespeople
before they define their needs.
6
Pre Google
Decision making process
Best sales reps got in early and helped customers shape their decision criteria.
Post Google
Decision making process
Complete 57%
Companies now define solutions for themselves Customer’s First Contact with Salesperson
Information from marketers
Branding
Advertising
Product/service information
Information from other sources
Influential friends and colleagues
Reviews from end users, consumers
Third party reports
Expert advisers
Brand marketers are becoming less and less influential
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The Influence Continuum
When customers don’t need help with the tell, they don’t
want to hear the sell
Don’t Need
the Tell
Don’t Want
the Sell SO
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2. Science tells us there is a much more effective way to
influence than direct persuasion. It’s called self-persuasion
9 9
When you use direct persuasion (tell-and-sell) you try to
overcome resistance by strengthening your proposal or
overcoming objections
Proposal Resistance
Proposal
Resistance
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DIRECT PERSUASION STALEMATE
When you use self-persuasion you reduce or eliminate resistance
Proposal
Resistance
SELF-PERSUASION
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Proposal Resistance
STALEMATE
Elliot Aronson is listed among the 100 most eminent psychologists of the 20th century.
40 years of scientific research tells us ...
“Self-persuasion is almost always a more powerful form of persuasion than being directly persuaded by another person” Elliot Aronson
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The research also tells us ...
“Self-persuasion is more powerful no matter how clever, convincing, expert or trustworthy that other person might be…” Elliot Aronson
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Michael Pantalon is a psychologist at the Yale University School of Medicine. Michael developed a self-persuasion tool kit to help busy emergency room doctors who wanted to convince drunks who came to emergency room to seek help. The doctors only had 7 minutes to convince the inebriated patients. His success rate: a 50% drop in drinking. Pantalon’s instant influence program is now standard practice in emergency rooms across the U.S.A
Self-Persuasion works where Tell-and-Sell fails miserably
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When sellers use self-persuasion buyers say yes quicker, buy
more and commit for longer
Direct Persuasion Convince clients why they need to buy
Self-Persuasion Help clients convince themselves
Choice You’re telling me what to do The choice is mine - I'm free to choose
Trust I’m sceptical about other peoples motives
I trust my own reasons for changing
Motivation I actively resist or defer decisions I am motivated to say yes quicker and commit for longer
Yes
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Tell-and-Sell Aha! Adviser
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The Aha! Advantage training gives sellers all the tools and
processes they need to master the art of self-persuasion
18 18 Copyright © The Aha! Advantage 2014
To read more about the power of self-persuasion download the
first chapter of Harry’s new book The Aha! Advantage: The
Revolutionary New Science of Sales Success
www.ahaadvantage.com
19
Contact
Harry Mills
CEO, The Aha! Advantage
Phone: +64 4 499 6770
Mobile: +64 21 452 256
Email: [email protected]
www.ahaadvantage.com