Read your prospects to sell how they want to buy
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- Oren Klaff was a guest on Episode 142 of The Sales Podcast
- I first read his book in 2011 and I kick myself for not re-reading and studying it more closely since then
- At the core of Oren's pitching/selling, philosophy is what he calls frame control, which is a lot like framing in Brazilian Jiu-Jitsu.
- You must be in control of the meeting by leveraging tools and frames such as:
- Power
- Time
- Intrigue
- Prize
- Analyst
- Story
- Hook like emotion. Move them from interest to involvement to commitment.
- Decision
- There are also tools such as:
- Moral authority frames, which are great at disrupting analyst frames
- Intrigue disrupts the analyst frame (control access to the details)
- Relationship frames can derail price and analysis frames and keep your pitches on track
- Plowing: stick to your frame during first contact
- Frames are impervious to rational arguments
- Frames mainly involve basic desires
- Frame Disruption: Time Frame
- Collision when attention begins to wane
- So be brief, concise, interesting
- As I've shared in The Sales Agenda for years, "when you own the frame, you control the agenda, and you determine the rules under which the game is played."
- You need to understand the role and areas of the brain we use to communicate with our prospects
- You're using your higher level neocortex
- They are processing with their "croc brain" or "lizard brain," which views everything as either something to eat or something that will eat them!
- The goal is always to get and keep attention
- The Alpha has no problem with getting and keeping attention
- How do you become the Alpha in the meeting? See above.
- We are our own worst coach! (Join the sales training program.)
- How to control
- Present
- Safe
- Short
- Clear
- Visual
- Novel
- Simple
- Stop the dog and pony show. Be dynamic. Capture their attention. Win the sale.
- "Remind me again why in the world I'd want to do business with you!"
- "Have you ever done a deal this large before?"
Links Mentioned In The Sales Podcast