My guest today started in B2B sales in the 1980’s, around the same time fax machines were the height of communications. He started off on the phone, and has held almost every possible role in sales over the years. He works with companies of all sizes, helping them improve and achieve their revenue goals. People have labeled him “a brilliant sales tactician”, which is fine by him, as he truly believes that success in sales is all about Execution! Everything else is just talk; and “apparently” there is no shortage of “talk” according to him in sales. 🙂 This is why his work is focused on helping sales teams and organizations better execute their sales process. With a laser focus on metrics and process, he helps clients improve critical aspects of their sales cycle, including: aligning the buyer process, removing redundancies to shorten their cycles, increasing close ratios, and creating double digit growth through the execution of strategy and through tactical execution. He also helps improve adoption, and by extension, the behavioral change required for ongoing improvement in execution and results.

Resources

  • Join The Sales Revolution: If you’re ready to do sales differently, you’re in the right place. This community is for entrepreneurs and sales pros to connect, grow, + learn the new (and highly improved) connection-based way of selling. Get ready to toss out all that you’ve been taught about sales up to this point. It’s time for a revolution.

 

3 Value Bombs

  1. Objective-Based Selling is superior to Solution Selling and it can help you tap into 100% of your market as opposed to focusing on just the 10% where the timing is right for them to make a decision.
  2. Rather than just being “timers”, learn to speak at least 3 different languages: active, passive and status quo, and you won’t have to worry about the timing being perfect.
  3. Learn to ask the right questions, at the right time. Ask a question that will uncover what is likely currently on the mind of the prospect. Ask a question that will help expand the conversation into a business conversation. Ask a question that uncovers the variance between where they are and where they want to be.

Sponsors

VIRTUAL SALES TRAINING PROGRAM & PLATFORM: Our virtual training has helped thousands of people and companies turn-around sluggish sales. The mobile-enabled, innovative, flexible training is rooted in human behavioral psychology and provides easy-to-consume, on-demand training for sustainable results.

SALES STRUCTURE PARTNERSHIP: Accelerate your growth with a customized partnership! This partnership includes onsite coaching and role playing for skill reinforcement, 1:1 work with Jeremy Miner on your specific product or vertical scripting (aligned to the new model of selling) and coaching support and alignment for your sales managers and/or sales coaches.

Show Notes

**Click the timestamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Objective Based Selling – with Tibor Shanto

3:22 I want to dive right into your story and your background and give our listeners a feel for how you arrived at this point where you are one of the elite authorities on social selling and influence. Please tell us a little bit more about your background and how this all started for you. How did you learn all these skills?

  • Accidental sales professional at first.
  • Avoided the sales label at first, but eventually came to his senses and realized everything revolves around sales.

5:30  Many salespeople say that value is in the eyes of the beholder, do you agree with that?

  • Value is a very important thing. It is part of every sales conversation.
  • If you ask 5 sales people what their definition of value is you will get 7 different answers.

7:44  You co-authored a book on trigger events, can you expand on that a bit on what that means (trigger events)?

  • Certain events trigger certain behaviors.
  • Salespeople need to research in their industry and see if there are regularly occurring events that they can prepare for.

11:08  You talk a lot about Objective-Based Selling. What do you mean by Objective-Based Selling?

  • 10% of the market know they have problems – ready to make a decision.
  • 20% are passively looking for a solution – no sense of urgency.
  • 70% are status quo – happy the way they are (or so they think).
  • No correlation with satisfaction and loyalty. 
  • To be a top sales person you have to be able to sell to the status quo.
  • 75% of customers who switch, were satisfied before they switched.
  • ______, if we were sitting here 18 months from now and you were telling me that your team had hit a grand slam, what would that look like?
  • The biggest mistake salespeople make is to talk during the middle of that flow (meaning the customer responding to that question).
  • ______, I get where you are going. I understand your visions. Please help me understand why you aren’t there right now?
  • And the answer to this question is what you sell to.
  • Once they start telling you why they are not at their vision, you know what you can help them solve.

18:32 Can you expand on your view of what you call the timing element?

  • The industry is trying to pick off the 10% every time it comes available. But the bottom line is even if you can time that perfectly, you are still not going to meet quota.
  • How do you engage with the prospect regardless of wherever they are and then continue that evolution forward.
  • Marketing: Awareness Stage, Consideration Stage, Decision Stage.
  • Rather than just being “timers”, learn to speak at least 3 different languages: active, passive and status quo, and you won’t have to worry about the timing being perfect.
  • Why would you focus on selling to just 10% of your target audience when you can sell to 100%.

20:12  So how can salespeople pull this together for effective prospecting?

  • Unfortunately there is some work involved. Tibor has a tool on his website called the “360 Degree View of You.”
  • Focus on asking specific business-based questions not product questions.
  • Not just focused on objectives you are able to help your customer achieve, but the impact of those objectives on their business.
  • Understand their objectives and how you can help them achieve those objectives. 
  • Tell stories about how you have helped other prospects just like them achieve their objectives. 

23:14  What is one of the most important questions a salesperson can or should ask the prospect in the sales process?  

  • Ask a question that will uncover what is likely to be on the mind of the prospect.
  • A question that will help expand the conversation into a business conversation.
  • Ask a question that uncovers the variance between where they are and where they want to be.
  • How much of your current revenue comes from existing customers versus brand new?

25:06 Now that you have identified the gap for them, what is a potential follow-up question?

  • Once that variance gap is identified, the tendency for many sales people is to just in and try and sell to it. But it’s a waste of time.
  • ______, that’s interesting. What do you attribute that to?
  • Hear from them why the they think the situation is the way it is.
  • I get it. So help me understand if you were able to ______ (fulfill what they are experiencing now in the gap – help them understand that they are actually in a gap) what would that mean to you?
  • Ask a consequence question: what are you going to do if nothing changes, if they don’t do anything about it?
  • Attach a monetary value to filling that gap.

28:28   What can salespeople do to help change their mindset to focus more on Objective-Based Selling as opposed to Solution Selling? 

  • Get in the habit of reviewing your deals whether they were won or lost or there was no decision.
  • Get familiar with the mechanics of your sale.
  • Stay obsessed with the fundamentals of determining why something did or did not work.
  • Start thinking more like a buyer and less like a seller. Listen to what they mean, not just what they say.
  • Learn to ask questions that help challenge the status quo.

31:01  I can’t thank you enough for joining us here today. Do you have any final advice for our listeners? 

  • Don’t jump off a cliff for a prospect or chase them into the middle of a highway, but if it is legal, ethical and morally centered, don’t be afraid to try new things and see what you can learn.

31:39 Where can our listeners learn more about you and your company so they can start learning these skills?

Killer Resources

  1. The New Model Of Selling: Learn from Jeremy Miner The Only Friction-Free, Persuasion Sales System Guaranteed To Increase Revenue.
  2. Join The Sales Revolution: If you’re ready to do sales differently, you’re in the right place. This community is for entrepreneurs and sales pros to connect, grow, + learn the new (and highly improved) connection-based way of selling. Get ready to toss out all that you’ve been taught about sales up to this point. It’s time for a revolution.

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