Matt Wolach is the creator of The Perfect D.E.A.L. Process – an innovative system that makes it easy to close deals without having decades of sales experience and knowledge.
People are concerned with getting traffic, raising awareness and interest in their product. They put processes in place for marketing and hire the best marketing people however they don’t think about what is going to happen when that lead comes in and they don’t put the same processes in place and hire the same experts to help them out on the sales side.
They just unload everything about their system and hope that it works and it doesn’t usually work.
3 tactics to close more deals in the first ten minutes
The perfect deal process will be examined today. You need to understand the following to execute it correctly.
You have to be outstanding at learning about your prospect, you have to know what makes them tick.
You have to show yourself to be an expert, you have to get them to trust and believe you.
You need to associate your product and what you are doing to them. You need to make sure that you can tie your product as the solution to their pain and challenges.
You need to be able to lead the conversation. When you take control, you can guide the prospect through every step along the way and this would help you to close a lot of deals.
Self-assessment of your discovery process
A lot of people don’t know how to create a well-defined discovery process.
If you are running a discovery process with little to no questions, lack of structure and a concrete plan about what you are doing and how you’re going to use your discovery, then in that case, you would be red.
If you’ve gotten to a point where you have some questions, but they are not quite great ones, you don’t really dive in, or go deep while there is a lack of consistency in your team then you are yellow.
Finally, if you have specific questions, a really defined process and total consistency amongst your team, then you’re green.
3 ways to fix your faulty discovery process
1) Connect with your prospects
There are 3 ways to connect with your prospects more effectively and these are things you should be doing but they are often ignored.
a) Turn on your video:
When you turn on video, it creates a connection with your audience, they are able to look into your eyes which is very critical because it helps to build trust and it is a natural human connection.
You can also try and get them to turn on their video as well, sometimes they won’t but they usually agree.
Once you have finished discovery and you get to the demo then turn the video off because you want people to focus on your product (solution) and less on what you are doing or how you are moving. You can later turn it back on at the end when you are applying the final touches.
- b) Build rapport:
It is really helpful early in the call to make sure you break the ice a little bit. You can do some research about your prospects to learn a little bit more about them. It is helpful to know them more on a personal level before jumping into business. It doesn’t have to be long; you can do this in 20-30 secs.c) Be personable:
People buy from people, be personable, infuse some humor and throw in some fun stuff occasionally, this will help you to connect with more buyers.
2) Get specific pain & goals
You need to get specific pain and goals; you need to know precisely what is happening.
To find the exact pain and goals you need to:
a) Set the order of questions
Your discovery process should be structured enough that you have an exact flow you go through. You need to get really clear on their current situation.
What is going on right now?
Where are your metrics?
Where are you expecting to be assuming everything turns out really well?
If you can address these questions, then you can figure out the roadblocks to getting them to where they want to be.
Their goals should be exact, it needs to be specific. It shouldn’t be something like we are looking to grow. It should include how much they are looking to grow by when and how they are going to do it so that you can help them to get to where they want to be and solve their problem.
b) Ask questions that draw out pain?
Avoid general questions like, is it painful? This is not helpful because they will simply say Yes or No. You need to know exactly what the problem is so that you will know if you can solve it.
You can make use of a slide or a sheet that has a bunch of different things your potential buyers might be struggling with, an example is attached below
Having a sheet like this helps people to unload the challenges that they are experiencing. It is important to ask them for the pain they are feeling the most and have them call it out.
You need them to mention the specific pain they are struggling with the most so that you can associate your solution to that pain.
3) Twist the knife
This sounds sadistic and evil but it is not. Your buyers have pain and they know that they are in pain but they are dealing with it because they think that is just work.
If you discover that someone has pain during discovery and they see it and you finally get them to identify it, don’t say our solution is going to fix it, make sure you don’t sell during discovery.
What you need to do is twist the knife, some other experts refer to this as stretching the gap.
Imagine your buyer is on one side of the cliff and they want to get across to the other side of the cliff. You don’t want them to make it across by themselves or think that they can make it by themselves, your solution needs to be the bridge that gets them to where they need to be.
By stretching the gap, you are telling them that they can’t make it by themselves, you are telling them they need to work with you.
The Psychology of Loss Aversion
In the psychology of loss aversion, the pain of losing is actually twice as powerful as the pleasure of gaining. That’s why the unhappy person who is crying is bigger than the happy person. You want them to feel loss, it’s going to be much more powerful for you, in order to do this, you really need them to identify that they have pain.
You need to find the pain and make sure that they see it. You also need them to feel their pain badly. You can make them feel the pain badly by digging in deeply by asking a lot of deep questions when they share their pain.
It is only when they see what the pain is costing them that they can get to the level of understanding the true gravity of it and then you can pull out the knife in your demo.
Xsellus – SaaS Sales Consultings
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