Sales Training Framework for High Conversion

Introduction

• Delivered thousands of sales meetings and trained hundreds of salespeople.
• Aimed to achieve high conversions through a scientific approach, not just friendly chitchat.
• Sales should be seen as professional and luxurious, not sleazy or pushy.
• Modern sales are about professionalism and delivering a high-end experience.
• Luxury brands and professional firms invest heavily in perfecting sales conversations.

Key Steps in a Sales Meeting

1. Framing

• Importance of the lead-up and presentation surrounding the sale.
• Consider your background (Zoom) or the room (live environment).
• Framing sets the scene, similar to how a painting is perceived differently based on its frame.
• Poor framing can ruin the sales process; professionalism starts with appearance and environment.

2. Rapport Building

• Establishing connection and rhythm with the prospect.
• Initial chitchat to break the ice and find common ground.
• Should last about 3-4 minutes.

3. Asking Permission

• Ask if the prospect prefers a general chat or a structured process.
• Most prefer a structured process to speed things up.

4. Discovering the Present Situation

• Understanding the customer's current situation and desired outcome.
• Identify past attempts, obstacles, and criteria for success.
• Example: Fitness trainer understanding a client’s fitness level, goals, and past challenges.

5. Sharing Insights

• Provide key insights and expertise about the prospect's situation.
• Demonstrates authority and understanding of their situation better than they do.
• Example: Fitness trainer explaining why weight loss hasn't been achieved.

6. Introducing Methodology

• Break down the step-by-step approach to achieving the prospect’s goals.
• Outline steps in the customer’s language for clear understanding.
• Example: Specific steps a fitness trainer would use to help a client achieve their fitness goals.

7. Presenting the Solution

• Package the methodology into a product or service recommendation.
• Offer different versions if applicable (e.g., gold, silver, bronze tiers).
• Ask for feedback and invite discussion on the proposed solution.

8. Inviting Discussion

• Ask how the solution fits with the prospect’s expectations.
• Address any negative feedback or concerns professionally.

9. Closing the Sale

• Ask if the prospect wants to go ahead or when they’d like to start.
• Emphasize smooth onboarding and maintaining momentum.
• Focus on getting started rather than the formality of payment.

10. Ending on a Positive Note

• Ensure every meeting, regardless of the outcome, ends positively.
• Prioritize the relationship over the transaction.
• Conduct yourself professionally, thoughtfully, and respectfully.

Conclusion

• Sales training is crucial for entrepreneurs and early-stage teams.
• Aligns with creating great products and selling effectively.
• Encourages a professional sales approach for better business success.
• Invites feedback and interaction to continuously improve the sales process.

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