Sticky Learning Lunches

#19: Part 3 of The Cunning 4 Stage Sales Plan

The Cunning 4 Stage Sales Plan by Geoff Burch - Part #3. Did I achieve my chosen goal for this visit? Use your time working from home to become the very best version of yourself.

You Can Read the Full Transcript Below:

Nathan Simmonds:

Good afternoon, day three of this four stage cunning sales plan with myself and the fantabulous, Jeff Birch. This is the sales training duo of the century with Team gb, uh, illustrious leader in this session, Jeff Birch. Looking forward to another exciting day of interesting stories, uh, anecdotes and different ways of looking things that are gonna help you change your perspective to get a better result. So, welcome to today's session.

Nathan Simmonds:

Couple more people still coming into the room. My name is Nathan Simmons, senior coach and and trainer for MBM Making Business Matter, the Home of Sticky Learning. And the idea of these lunchtime learnings is to help you be the best version of you in the work that you do right now at home and preparing you for the return to work, get you set up for success. As the last people turn up, make sure you've got a drink available.

Improve working from home with The Cunning 4 Stage Sales Plan

 

Nathan Simmonds:

Make sure you've got water, tea, coffee, whatever, and make sure, actually, that reminds me. Good reminder for myself, mobile phones. Let's make sure they're on flight mode with zero distractions. Zero out the distraction completely. So you can give yourself a hundred percent to this training because the only investment that is guaranteed is the investment that you make into yourself and your thinking to improve your outcomes and accomplishments. What are we gonna be covering today? What else do we need to cover?

Nathan Simmonds:

Ah, thanks for reminding me, Jeff, you didn't even realize you did it. If you have not registered for tomorrow's session already, now is the time to grab the link out of the chat box. They're gonna have that there in a second for you so that you can register for tomorrow's session if you haven't already done so. Now is the time to get that window open so you can get yourself ready. That will appear in the chat box in just a minute. Welcome to the stage, Jeff Birch rip roaring keynote speaker, keynote six, bestseller time selling bestselling author, BBC presenter, and just a phenomenal person to walk, walk, walk, and work alongside us. So thank you very much, Jeff. Jeff. Well,

Jeff:

Very nice.

Nathan Simmonds:

Where are we going?

Jeff:

Well, where do we go? I mean, we're, we're, if we're still working on the vague skeleton, the vague skeletal remains of our four stage plan. The third, the third stage in it, it was we, we've, we've set up, we did, I achieve my objective was the first. Now and again, to remind anybody watching this, there's not much point in asking yourself that question if you didn't have an objective. Um, the second is, what have I learned that that's the point? What have I learned that will help me with this particular call? So we're asking great questions of the customer and so on and so forth, uh, that today's is what have I learned that I can make use of, uh, elsewhere?

Jeff:

So in other words, uh, the sort of vague skeleton that we're working on today is the fact that when we talk to a customer or potential customer, um, they know their own industry. So I don't know, you'd say something like, oh, I noticed there's a new factory being built on the town next in the tank. And I drove through cro and that's a great big place going up. What's that? Oh, well, that's a, that's a big paper mill. It's like, oh, you remember the weird kid who worked here with the sticky out ears?

Jeff:

Well, he's the, he is the new managing director there. Oh, really? Is that, what's his name? Brian. Brian, that's right. Brian. Brian said. So, you know, two days later, Brian, whatever his name is, gets a a nice congratulations on his new position and you've got an appointment with somebody else in your industry. So, so it's, it's very useful to gather information. Now, we, um, one of the things that we haven't covered in these scintillating broadcasts that we do, he said that with his tongue firmly pressed in his cheek, is we haven't talked about the role of the boss. Now, a lot of people visiting us are nominally a boss.

Jeff:

Maybe they're a sort of small business, but they would like to employ somebody who goes out and gets business for them. Or maybe they're a sales manager, or maybe they're a managing director or whatever they do. And we talked about a lot when we started this about it's about moving people, moving people from one place to another. Now, a very famous and scintillating and exciting sales expert who's me, wrote a book called The Way of the Dog.

Jeff:

Now The Way of the Dog with the maddest book I've ever written. I don't know if I've got a copy anywhere. Um, but anyway, it was about this guy, uh, about this guy that's such a rubbish salesman that he's trying to sell double glazing, and he blames the customers. It's all the customer's fault that they won't buy this stuff. And he is rubbish.

Jeff:

And he tries to sell double glazing to a strange little old lady who lives in a gingerbread house in the woods, fatal mistake. Um, he noticed some children are eating the roof, um, and points this out to the old lady, not realizing who she is. He says, there's some kids eating your roof. And she said, I blame the parents. You know. Anyway, she's so exasperated with his crap selling that she turns him into a dog, right?

Jeff:

So he goes to work as a sheep dog, and this is where he learns how to handle customers. And, and this objective thing, he works with a great sales manager who happens to be a brilliant sheet dog called She, who lets him loose on the sheep to see how he does. And the first thing he does is like, oh, crap salesman. He rushes at the sheep barking.

Jeff:

You know, Hey, you know, like these people that dive out from a, amongst the yer plants in car showrooms, you know, the first and what do the sheep do? They run off. You know, so you, you watch a real sheep dog. And, and, and the shepherd who, who's going War boy, war boy whoop boy. And the dog goes shut up a minute, right? And he sits on this hillside and sees the situation. He sees where the sheep are, he sees the obstacles, the prickly hedge, the stream, the wood, and then the pen is where they've got to be.

Jeff:

Now, anybody who's listening to this, who would like to make their business work, what I love is, 'cause I'm a miserable git, is I wanna set aside anything about personality, anything about, uh, luck, um, scintillating, whatever it is. You know what? I want to give a simple roadmap to making success inevitable. Now, the thing that fascinates me about a sheep dog is he doesn't look at those sheep in that field, go, oh my God. Come back to the shepherd and say, can I have some easier sheep ?

Jeff:

You know, the sheep are where the sheep are. The customer is where the customer is. And if you're starting a new business, the customer is doing business with somebody else today. You know, unless you've got a totally new product like levitating boots or something on the whole, you will be going in making an offer of something they've already got or using and are using from somebody else. You can't say, well, it's useless.

Jeff:

They're already buying levitated boots. They've all got no, you know, the sheep are where the sheep are. Where do you want them to be? I want them to be in the pen. So what are the obstacles? Well, the obstacles are, they don't like our price. The obstacle is the prickly hedge of doing business. We're quite happy with the people we use at the moment. Thank you. That is, that is a stream.

Jeff:

We've got to get these sheik through. If we rush it and bark in, all they're gonna do is run off. So we have to steer them gently. And you know, here's the thing with the sheep dog. You can watch, uh, one man and his dog, and the winner is the dog that does it the quickest with the least number of sheep running off. But they all succeed in the end. None of those sheep dog go, sod this. I couldn't get the sheep anywhere near the bloody pen.

Jeff:

I'm going home. You know, it's an inevitable outcome because dogs are quite, this is gonna annoy a lot of people. Dogs are a little bit thick. Their, their mentality is simple. They're either happy or they're waiting to happy. They're waiting to be happy. They have no fear of death. They have no fear of the future. They have no fear of anything else.

Jeff:

They live their life as it goes. And if they're given this simple task of moving sheep from one place to another, they don't question it. They don't complain at the height or size of the obstacles. They just work at it until the job's done. But we as humans give up, 'cause we've got the intelligence to give up. Somebody said to me once, how come really, really, really rich people get to be really, really rich? Can I do it? And I always say, you really want to have 70% of your brain removed, really? Because some of these, a shark is a prime example.

Jeff:

A shark. If you want to take on a shark on, uh, macrame or political discourse or the psychology of, you know, the psychology of groups of people, the shark will lose every single time. The shark hasn't got a hope. You'll beat it, fall in the sea and try and take one at swimming, swimming fast than eating that. You are not gonna beat one doing that. 'cause that's all it ever does.

Jeff:

And well, some rich people wake up in the morning and maybe they got rich selling pizzas. They wake up, the alarm goes and they go make pizzas, sell pizzas. And you say, Hey, do you want to, do you wanna go and listen to this wonderful concert? No, I'm making pizzas. You know, their, their focus is a hundred percent miserable life. Don't bother getting rich,