Over 4 Hours of Step-by-Step Sales Training
What separates elite from average performers in any field is training and persistence. I can’t give you persistence, but I can give you the former in this sales training podcast.
You’ll learn the must-know consultative selling skills in this podcast series that you need to build client trust, move your sales process along faster, and win more deals.
In this article, I’ll describe each of the sales training podcast episodes, what’s contained in each one, and you can listen right on this page. If you’d like to subscribe to the Modern Sales podcast, you can get it on Apple Podcasts, Spotify, or wherever you listen to your podcasts.
There’s over 4 hours of step-by-step sales training advice over 9 episodes:
- The Serve Don’t Sell Method
- Finding the Pain, and How Deep It Is
- Establishing Goals With Your Client
- Value-Based Selling Done Right
- Sales Proposals and Presentations
- Account Planning For Complex Sales
- Addressing Objections and Talking Money
- Negotiating So Everyone Wins
- How to Make Sales Training Stick For You and Your Team
The Serve Don’t Sell Method
This module is an overview of The SDS Method – my proprietary method recommended sales process for professional services firms. It tells you the entire process, how it works, and what you’ll learn throughout the entire sales training podcast series.
The process begins with client fit. And in order to understand client fit, you must understand 1) who your Perfect Fit Client is, and 2) whether an individual prospect fits that definition.
From there, it’s all about exploring your prospective client’s motivation to change. As in, as difficult as things might be for them now, why should they change when they (and you) know that change is painful? Their motivation comes down to their pain, goals, and the value they’ll get from changing.
If they’re motivated, you’ll surely need to move Stage 3 and make an offer. This’ll include a presentation and proposal of some kind to aid in your sales storytelling.
Of course, a little planning is critical if you’re in more complex sales, which I think about as taking more than 6 months, or having a starting price above $100k.
Next up, I’ll cover talking money and objections – two of the hardest things to do in the sales process because they’re so loaded with emotional baggage.
Episode 8 in the series is all about negotiation, a topic that’s easy to understand but hard to practice because negotiations happen so fast.
And finally, the last episode is all about making training stick, for you and for your team.
Finding the Pain
Every client needs motivation to make a change. No matter what you’re selling, no matter how simple or inexpensive, your clients require motivation. And that’s why it’s important to understand client pain. What’s going on right now that’s causing them to ask for help? One thing to note is that it may be easier to find the pain if you’re getting inbound as opposed to outbound leads. In this episode of the sales training podcast series, you’ll learn some of the probing questions you can ask to help define your client’s pain, show them just how deep it is, and give them ample reason to make an important change.
Establishing Client Goals
Once you’ve identified and explored your clients pain, you’ll have a good idea of what they’re trying to achieve. Namely, ending the pain!
Establishing your client’s goals is the next step in the process. In this sales training podcast, you’ll learn the particulars of how to turn pain into goals, what separates worthy goals from weak ones, and how to keep your client motivated by focusing their attention on what could be rather than what is.
Goal-setting is one of the keys to deepening your client’s desire to start a project, and establishing the expectations for what you can deliver.
Value-based selling is the opposite of solution selling. Instead of merely pitching your product or service, you focus instead on the outcomes you can deliver and what those outcomes are worth to your client.
It’s a big shift in thinking, and a big shift in the way you sell.
And it’s the next step in transforming your prospect from a skeptical onlooker to an invested advocate in the project.
In this episode, you’ll learn how value-based selling works, how you can value things that seem impossible to value, and how to implement value-based selling right away.
This is one of the most popular episodes ever published on Modern Sales!
Proposals and Presentations
In some sales, you can name a price and close a deal with a simple handshake. In other, higher-stakes sales, you need a proposal and presentation.
If that’s how you’re business works, you’ll want to check out this episode.
In this episode, you’ll learn how to construct your proposal so you’re telling a story, the best ways to assemble your presentation, and effective (and not-so-effective) presentation styles.
The more expensive and expansive your service, the more complicated the sale.
The risk to your client will be higher, and the number of stakeholders will be higher, too. If that sounds like your typical deal, then you need an account plan.
In this episode, you’ll learn the importance of creating a decision-maker map, how to align your message to the right people, and how to turn your clients from adversaries to advocates.
Money and Objections
Wouldn’t it be nice if you never got pushback from your clients?
Sometimes that’s the case, but rarely. The thing about objections is that they’re predictable, just as talking about money is predictable.
The same objections are likely to come up over and over again. And the same money conversation is likely to come up, too.
In this episode, you’ll learn how to plan for objections, how to successfully address them, and how to talk about money without any awkwardness.
Sales Negotiation 101
You don’t have to give a discount every time. In fact, you may never have to give a discount.
When a client pushes back, that’s typically the first thing most people do: cut the price!
But the reality is that price is only one of many things that clients care about. Ask a client if they’re driven primarily by price, and they’ll immediately tell you that it’s not the most important thing. In fact, clients often will discard low bids because they assume low price equates to inferiority.
In this episode, you’ll learn the key levers you can pull during negotiation, how to approach the negotiation so everyone wins, and some tips from an FBI hostage negotiator so you can survive unscathed.
Making Training Stick
Now that you’ve gone through this podcast, countless articles and books, and started to put your sales training into practice…
How do you make it stick?
This final episode of the sales training podcast series wraps up with some ideas about how to make the training stick.
You’ll get individual and team exercises, with concrete steps you can take to level up your mastery again and again.
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