Sticky Learning Lunches #20: Part 4 of The Cunning 4 Stage Sales Plan
The Cunning 4 Stage Sales Plan by Geoff Burch - Part #4. What would you do to improve your performance? Use your time working from home to become the very best version of yourself.
You Can Read the Full Transcript Below:
Nathan Simmonds:
Really glad to see you again. We're just waiting for the last few people to come into the room. We've hit one o'clock, so we're gonna give it 30 seconds. Just while we're starting to do this, let's make sure we're setting ourselves up for success. I'm just making sure I can see everyone as they're arriving. First things first, making sure you've got a drink, herbal, tea, water, whatever it is. So you are, you, you can maximize the attention you're giving to this session. Second thing is, as always, mobile phones.
Nathan Simmonds:
This is a reminder for me as, as much for you making sure that they're on flight mode. So you give, you are giving yourself a hundred percent attention to get the best out of this session. What else do we need to be thinking about? Clean sheet of paper, notebooks at the ready pen, lid off, ready to go on that paper. Uh, and nice fresh sheet with keepers written at the top to get those things down. You wanna remember? 'cause keepers are the things, the the memory tests, um, the items of memory that you wanna bring yourself back to when you read the notes.
Improve working from home with The Cunning 4 Stage Sales Plan
Nathan Simmonds:
And it brings up those new thoughts, those new ideas from what you are learning today. Here we go. Welcome to today's Sticky Learning lunchtime. Myself, Nathan Simmons, senior coach and trainer for MBM, making Business Matter, the home of Sticky Learning, and also the Delectable, Jeff Birch. This is Team GB and it's finest right now to today we're covering part four of the coming four part sales strategy and plan. And this is about making it better.
Nathan Simmonds:
It's the wrapup date. It's about taking the stuff that we learned from Jeff on Monday, Tuesday, Wednesday, bringing it all together. And from what I've talked about, making those 1% improvements, making those one degree shifts so you can deliver even better in the next conversation based on what you learned from this conversation. Over to you, Jeff. The stage is yours. My good man.
Jeff:
Oh, hello. Yes, I drifted off then. I was in another place entirely. I was, I was drifting. Anyway, let's just have a little review at, um, I, it's the, the cunning four stage plan that we've not stuck to one iota for the entire week. That was your fault. Yeah, it was entirely my fault. I I, I do tend to drift. I do tend to drift. Now, did, did I achieve my objective? That was the first thing.
Jeff:
And that, that is because most people don't have any idea why they're going to see people. I mean, again, I've seen people do telephone canvassing and fuck, which is terrifying. I hate it. Absolutely terrifying. But if you are gonna do it, why are you doing it? What is it you're trying to get? Are you actually trying to achieve a sale over the phone, which I would say is virtually impossible?
Jeff:
Or are you trying to set up appointments? What, what, what is it? What is it your objective? And, and of, again, in, in my book, resistance is useless. The, the, the key to the whole book with this idea that, of me meeting people, like, like the, at the lovely attendees that we've got today. And, and, and again, a lot of people have got small businesses, you know, and, and, and I, I would go round the room.
Jeff:
I would go round the room and say, what are you planning to do? Oh, I'm gonna be a consultant. And I think, no doomed. What are you gonna do? Oh, consultant doomed. You know, what are you gonna do? I'm going to open a tea shop in the Cotswolds. And I go, ah, let me see. Oh, the voices. I can read your mind. You are gonna call it the Mad Hatter.
Jeff:
Oh my God, how did you know? And I think, yeah, because I had a good idea. Doomed. Yeah. And then you get to this one person with a really, really great idea. Yeah, there's this, there was this woman and she was a cake cake sculptor. I I, they weren't just, they were fantastic. She could build a footballer with a footballer at his feet. Fantastic, fantastic.
Jeff:
And I thought, well, I said, success, a hundred percent guaranteed success. And then about three months later, I saw her work in Sainsbury's at the checkout. And I said, well, what, what happened? Oh, nobody bought them. Nobody bought, bought all those molds and stuff like you told me. And I spent loads of money and nobody bought them. And I I just don't understand you not understand that. Just don't understand it.
Jeff:
And then I realized what she was telling me was that nobody had climbed over the abandoned car in her front garden, had fought off her son's Rottweiler to get into her kitchen and say, yeah, you don't make cakes, do you? I mean that, the fact was that she hadn't got a clear idea of what her proposition was and who she would be making it to. And she had this fabulous product.
Jeff:
And from that I found that loads and loads of people in sales are demoralized by because they can't sell whatever it is. They're flogging. I mean, I'm sure a lot of the people listening to us today are saying, well, life would just be so much easier if people would just pay me to do what I'm brilliant at. I'm quite certain the people listening to this are brilliant at what they do. But how do you get people to buy it?
Jeff:
And I had this big argument with a telesales girl who said, the trouble is people don't want insurance. They don't want double glazing. They don't want any of the things I sell. And I said, alright, let's find the thing they do want. Let's find a product that people really want. And I chose to, to actually pick a tank, a battle tank, a huge great big tank with a massive gun on the front. People love them.
Jeff:
Who would we sell it to? Well, list of prospects would be what? Painters and Nana, blood Thirsty dictators, you know, general Galtieri Mussy. And we ended up with, with Genis Kane, right? So gen, I mean, I'm, he's a 13th century warlord. What he wouldn't do with a tank. And people listening to this now have got the, the equivalent of that their product will solve their customer's problems. Their product will make their technology. Everybody listening to this today, whatever it is they're selling, is gonna bring huge benefit to their customers.
Jeff:
So we are hired this imaginary phone call to Genghis, you know, you have to call him on the mobile 'cause he is back in the 13th century. And he is sitting, he's sitting in his tent watching the rain dripping on his discarded shield. He's depressed 'cause he is just had a kicking off the Visigoths. And you ring him card what you want. Now what do you say? Go on then, Nathan, what you say to him?
Nathan Simmonds:
Um, hello Mr.
Jeff:
What you want?
Nathan Simmonds:
Um, I've got a proposition for you. I've got an item that might help you take over more of the country.
Jeff:
Kinda right? You say kinda right? Because it doesn't, the number of times in, in a seminar I've said to people and they go, do you want a tank? And they like, well, first of all, he is never heard of a tank. But here's the key to it. Before we spend our entire 20 minutes trying to sell this tank to Genghis car, and that's another whole seminar, the important thing I say to my audience, what am I selling? What am I selling, Nathan?
Nathan Simmonds:
Uh, I wanna say a tank, but I know it's the wrong answer.
Jeff:
And also I use, I go into this big diatribe, rivers of blood, Mac, Mr. Kahan. We are talking rivers of blood, bloody slaughter on a scale even you couldn't imagine, you know, . But you know, and, and, and we go out, we sell him what it can do. We sell what the tank it, we sell the benefits of the tank. The fact that it give him world domination. That's what he wants, right? So then I say, what am I selling him?
Jeff:
And they go, oh, you are selling him world domination, bloody slaughter, mountains of skulls, rivers of blood. And I go, no. And they go, well, you just told us that Jeff. And I said, no, you cannot sell a complicated piece of technology on the telephone. My single objective for this call is to get an appointment face-to-face with Genisis.
Nathan Simmonds:
Sell the conversation. Mr.
Jeff:
Kahan. Yeah, Mr. Kahan. I wanna, I, yeah, yeah, yeah. Send me the details. I've got a, I'm busy, I've got a water fight. I understand that Mr. Kaan. But you just see this, just gimme two minutes. You will be No, no, no. You are not another bloody spear salesman, are you? No. Really? You'd love it? No. Send me the details. No, honestly, you've gotta No, send me the details. Okay, Mr. Ka, where are you? I'm an outer Mongolia, outer mon, bloody out. That's on my way home. Look, I've got a trans, I've got a tank on a transporter I could whizz by on my way home.
Jeff:
And you can have a look. That's what I want. That's my sale today. That's my how to eat an elephant. One bite at a time. My sale today is not to sell a tank to Mr. Khan. We often make this mistake of going into our wholesale, giving our brochures, doing whatever it is. The first step is to get somewhere quiet, get a nice, get Mr. Khan nice and comfortable. And then part two, three, and four is we then flog him the tank. But not until he is actually seen what it can do.
Nathan Simmonds:
Absolutely. But I, I'm conscious, well in sales, they say now you need almost eight points of contact to build the relationship before you can close the deal. And it's gonna get bigger with the, the way the internet's working. I'm just checking the clock load, Jeff. 'cause I'm concerned 'cause I want to make sure that we get to share the story about your mum growing marijuana before we get to the end of the session.
Jeff:
Alright, we about right. So anyway,
