Chapter Outline
Introduction: Simple and Obvious
This is a simple and straightforward book about a practical and straightforward process for turning more prospects into paying customers—customers who buy more, buy more often, and at higher prices.
One of my clients, an agent for a large insurance company, made this observation after being taught this process and applying it in his work. “Some of the most effective parts,” he said, “are stupidly simple and ‘duh’ obvious. But,” he went on, “it gets results with real customers. I love it because it’s simple, it’s obvious, and it works.”
According to one account, several years after his historic discoveries, Christopher Columbus was invited to a banquet where he was treated like royalty. By then, trips from Spain to the Americas had become commonplace. A shallow courtier, deeply jealous of the great Admiral, sought to embarrass him by asking loudly whether, had he not discovered the West Indies, there were not many other men in Spain who would have been capable of the same thing. After all, the whole concept of sailing west to reach east was so simple and obvious.
Columbus did not reply directly but instead took a raw egg and invited the company to make it stand on end. They all attempted it, but in vain. He then picked up the egg and tapped it lightly on the large end so as to indent the shell only slightly. Without a word, he left the egg standing on the indentation. Once he had shown the way, it was easy.
Similarly, this approach to professional selling is built on principles and insights that, once unveiled, may appear simple and obvious. But don’t be misled by the simplicity of these ideas. To underestimate their power and effectiveness because of their simplicity would be a serious mistake.
I have chosen to present this process in a practical and unpretentious manner, free of fancy theories and fanfare. My purpose in writing is not to dazzle you. My purpose is to make it easy for you to grasp the basic concepts that underpin this amazing approach and to master the key stories that make up this potent process. With those under your belt, you’ll be on your way to greater sales in almost no time.
May you find success and satisfaction as you learn to Double Your Sales with this honest and authentic approach to professional selling. It’s simple, it’s obvious, and it works!
Part I
1. John’s Dilemma
John loved his business but he hated his job. Actually, what he hated was the business side of his job. No, to be honest, what he really hated was the selling part of his job. And because of that, he was frustrated, personally and financially.
John loved his business because it allowed him to help great people do important things. John was a philanthropy advisor. He helped affluent families figure out how they most wanted to make a difference in the world, and then he designed charitable giving strategies that meshed his clients’ philanthropic goals with federal and state tax laws and with the needs of worthy charities.
People who understood John’s business told him he offered an extremely valuable set of services, something that was sorely needed. His clients loved him and gave him lavish praise, and the charities he worked with were very pleased with his work. They steered lots of prospects his way, as did other professionals in his area. John was seeing plenty of potential clients; he just couldn’t seem to turn them into paying clients. They said they couldn’t see the point of paying his fees.
John offered a wonderful service. He knew his stuff. He gave his clients excellent care. He had an outstanding reputation. He was a great marketer. He had a steady flow of qualified prospects. He just couldn’t sell.
His financial frustration at work was bleeding over into his home life. He tried not to take his money worries home, but his wife was no dummy. She knew their family was creeping closer and closer to the financial edge. But she also knew that John didn’t need more pressure from her; he needed confidence in himself and his ability to sell.
John had known for a long time he was lousy at sales, but he couldn’t figure out what to do about it. At first, like the lyrics to that old Paul Simon song, John decided “the problem is all inside your head.” He just needed a more positive mental attitude.
He just needed to psych himself up more before sales meetings. He just needed a few convincing “I’m a great salesman!” affirmations to recite to himself while shaving and driving to work.
He tried it and for a time, it seemed to help. But as soon as the novelty wore off, reality set in. John soon realized that a positive attitude, psyching up, and a whole commute’s worth of affirmations weren’t going to improve his selling skills. His frustration mounted.
It occurred to John that he’d never been taught how to sell. That subject wasn’t covered in college or anywhere in his professional training. “Maybe there’s a course that could help me,” he thought. But the ideas of a sales training course made John nervous.
John had gone to some “sales training” sessions at professional conferences he attended, and what he heard there made him pretty uncomfortable. Their approaches all seemed based on shading the truth, creating artificial pressure, and even manipulating prospects. Even if those techniques worked, he couldn’t do that. It just felt so phony.
But as his desperation grew his resolve to steer clear of those approaches weakened. “I have to get real,” he told himself. “I can sit here on my high horse and my family will starve to death, or I can get down and dirty and make enough money to pay the mortgage.”
He asked some of his professional colleagues if they had any recommendations. One of them, a life insurance and annuities professional, told John about a sales training course he had attended. He said it was the best thing out there and probably the closest to what John was looking for.
John checked out the course’s web site, which promised remarkable results with minimal effort. The cost of the course plus travel expenses was pretty high, but John reasoned that if it increased his sales, it would be worth it. “Maybe it can work for me,” John thought. He had to do something, anything. He talked it over with his wife, crossed his fingers, and registered for the course.
John realized in the first thirty minutes of the workshop that he’d made a mistake, a big, expensive mistake. He knew he could never implement their “program;” it just didn’t fit who he was. He knew he could never talk to people and treat people the way they were teaching.
He shared his feelings with his wife that night on the phone. She said she understood, but encouraged him to stay for the second day and try to get something worthwhile out of the course. After all, she reminded him, he’d already paid for it and couldn’t get his money back.
The next day was miserable for John. The more he heard of their “program,” the more it grated on him. And if this was the best out there, now what was he going to do? The plane ride home was nearly unbearable. Hope was fading fast . . . .
[To be continued.]
Part II
2. Three Simple Secrets
Key Points
If you develop friendships with prospective customers, they will buy from you and they will buy more from you.
The secret to strong and lasting friendships is creating and nourishing credible stories of a shared future.
It’s easy to develop friendships with prospective customers once you understand how stories work.
3. How Stories Work
Key Points
Story is our native language. It is the water we swim in. Thus, the best way to communicate with prospective customers is usually through a story.
Stories affect us differently, as expressed in this quote:
Tell me a fact and I’ll learn.
Tell me a truth and I’ll believe.
Tell me a story and it will live in my heart forever.
--Steve Sabo
In the Double Your Sales approach, stories are part of a graceful and elegant interaction. This approach is a dance, not a march; it’s a conversation, not a sparring match.
4. Mr. Analytical and Mr. Intuitive
Key Points
When it comes to selling, the side of the prospective customers’ brain that is in the dominant role at any given moment of the sales meeting will determine what type of information you should offer and whether they are likely to buy.
You must learn to recognize when you are speaking to Mr. Analytical or to Mr. Intuitive, and you must learn how to shift prospective customers from one side of their brain to the other.
This ability is an art, not a science, and it will come to you quickly and naturally as you start to use the Double Your Sales process.
5. The Whole and The Sum of the Parts
Key Points
This process works best as an intact whole, but many of its parts have great stand-alone value in other selling processes and in other applications.
This process is intended to be only one part of a company’s business development system. If other parts of that system are weak, you may need to invest in other programs.
Our specialty is helping you close more business when you sit down face to face with prospects and potential repeat customers.
Part III
6. The Banana/Lettuce Story
Key Points
Managing the expectations of prospective customers is one key to a successful sales meeting.
Prospective customers usually come to a sales meeting in analytical mode. You need to meet them there and then gently move them to intuitive mode.
When you tell The Banana/Lettuce Story, you outline what you expect to accomplish in the meeting; you inquire as to what prospective customers need and want from the meeting; and then you create and describe aloud a consensus agenda based on both sets of expectations.
7. The New Me Story
Key Points
The New Me Story humanizes and personalizes you, and makes you more credible and approachable.
The New Me Story is a key step in shifting the sales meeting to the right, intuitive side of the brain where buying decisions are initially made.
The New Me Story utilizes the traditional story arc and follows a simple pattern:
- Step one: “ the old me.” This is who you used to be.
- Step two: “ the transforming event.” Something happened that rattled your world.
- Step three: “ the response.” You initially reacted badly, but then your better self took over and you changed, becoming a much better, more qualified, competent person.
- Step four: “ the new me.” As a result of your response to the transforming event, you are now more capable of helping prospective customers solve their problems.
8. The Who Are You Story
Key Points
The Who Are You Story allows you to connect with prospective customers on a human-to-human basis.
The Who Are You Story has three components: 1) Who are you as a person? 2) What is your experience in this area? 3) What brings you here today?
The three keys to a successful Who Are You Story are authentic curiosity, good listening skills, and a sense of purpose and direction.
9. The Worry Story
Key Points
In The Worry Story, your prospective customers share with you the concerns that led them to come to see you.
In most cases, you should seek to uncover several substantial worries, or at least one very large one for which you can offer solutions.
Unless prospective customers have significant worries they are willing and able to share with you, you probably don't have a customer.
10. The Hidden Waterfall Story
Key Points
The Hidden Waterfall Story is a story of somebody who messed up and as a result got into trouble.
If prospective customers internalize The Hidden Waterfall Story, it will cause them to acknowledge a problem they don’t recognize or own a problem they are denying.
You should have a Hidden Waterfall Story for each of the 10-12 problems that you and your company can solve.
11. The Consequences Story
Key Points
The Consequences Story is told by prospective customers as they imagine a future in which their worries and concerns have not been properly addressed.
The Consequences Story invites prospective customers to take ownership not only of their problems but also of the failure to address their problems.
The Consequences Story is one of the most important pieces of the Double Your Sales process because it drives home the dangers of not taking action.
12. The Benefits Story
Key Points
The Benefits Story is the flip side of The Consequences Story. It is told by prospective customers as they imagine a future in which their worries and concerns have been properly addressed by your products and services.
To create an effective Benefits Story, you must first provide a simple but credible assurance that you can answer their concerns and solve their problems.
The Benefits Story must be their story, not yours. You guide it but they tell it. It doesn’t count if you say it. It only counts if they say it.
13. The Kind of Like You Story
Key Points
The Kind of Like You Story describes a previous customer who had similar problems to these prospective customers, who used similar solutions to the ones you are proposing for them, and who enjoyed a happy outcome.
The Kind of Like You Story is told sparsely and simply, inviting prospective customers to picture themselves in the story.
The Kind of Like You Story reinforces the point that the way to avoid the ramifications identified in The Consequences Story and enjoy the positive results described in The Benefits Story is to use your products and services.
14. The How We Do It Story
Key Points
The How We Do It Story is a narration of your process for delivering solutions to your customers.
The How We Do It Story backs up your claims that you can fix these prospective customers’ problems.
You must have a process, especially if you sell products. Without a process and a How We Do It Story, your product will shortly become a commodity.
15, The Investment Story
Key Points
A good Investment Story helps prospective customers connect the cost of your goods and services to something they understand from their experience. It gives personal meaning to the dollar number.
The key question in developing your Investment Story is “How can I present pricing information to prospective customers so they have a context for weighing value versus cost?”
A good Investment Story creates personal relevance for the investment that prospective customers are about to make with you. It helps them see that investment within the larger canvas of who they are and their worries and concerns. It creates a context within which information about the cost of your goods or services can resonate both intuitively and analytically with them.
16. The Dress Rehearsal Story
Key Points
The purpose of The Dress Rehearsal Story is to intentionally turn the sales meeting “analytical,” and thus bring Mr. Analytical squarely into the conversation, giving you the opportunity to influence your prospective customers’ left-brain thinking.
There are at least a dozen variations of The Dress Rehearsal Story. To decide which version of The Dress Rehearsal Story to use in a particular situation, ask yourself “What feels comfortable to me?” and “What will get these prospective customers to examine their decision from the analytical side of the brain?”
Besides solidifying the buying decision and addressing concerns, the Dress Rehearsal Story is also a good time to check on how well you communicated during the meeting.
17. The Next Step Story
Key Points
The. Next Step Story is a conversation and an agreement with prospective customers about what happens next in your relationship.
The Next Step Story is low-tech and blatantly obvious, but unfortunately often overlooked.
The Next Step Story makes sure, regardless of what decision prospective customers made—yes, no, or maybe—that everyone knows where you go from here.
Part IV
18. John’s Discovery
The house was dark and everyone was asleep when John got home that night from the sales training course. His body and his brain were tired, but he didn’t feel much like sleeping. He wished he could just disappear for a week while he tried to figure out what to do with his business and his life.
There was a pile of mail for him on the desk by his computer. “More bills,” he muttered to himself. “That’s all I need right now.”
But among the envelopes was a small parcel from Amazon. “That’s funny,” he thought, “I haven’t ordered anything from them lately.”
He checked the address. Sure enough, it was addressed to him.
Curious, he opened the package. It was a gift from Steve Wright, his best friend from college. Steve was always thoughtful and tried to stay in touch, but it wasn’t like him to send books.
John looked at the book, “Double Your Sales: An Honest and Authentic Approach to Professional Selling.” “Double your sales, huh?” he said to himself. “I could sure use that. I wonder what Steve saw in this?”
John read Steve’s note:
“Dear John, I heard through the grapevine that you were having a hard time turning prospects into clients and were looking for help. This book has totally turned my business around and I’m guessing it might be exactly what you need right now. I think it’ll be right up your alley. Friends forever, Steve”
John turned the book over and reviewed the back cover. “Impressive testimonials,” he thought. “From 45% to 90%? Eighteen in a row? And even doctors can do this? Maybe Steve’s on to something here.” John opened to the Introduction. “Simple and obvious. Hmmm. And it works?” He was curious. He settled into his chair and started to read.
“Well, sure, that makes sense.”
“He’s right, that
is pretty obvious.”
“Hey, I knew that. Wonder why no one ever said it like that before?”
“I love the diagram. Makes it easy to follow.”
“I think I can do this.”
“Wow, that’s exactly what happened to me.”
“I
really think I can do this.”
The pages flew by. When John paused to look up at the clock, it was long past midnight and he was more than halfway through the book. His body was tired, but his mind was racing, making plans for his upcoming prospect meetings.
“It all makes sense now,” he thought. “I can see where I was messing up, and I understand why the program I just attended won’t work for me. It’s not who I am or how I operate. But this approach, this is how I want to treat my prospects so they become my clients. Steve said this turned around his business. I think it will do the same for me.”
Now that he knew where to find the answer about what to do next, John could finally relax and go to bed. He was exhausted but very encouraged. “I’ll finish the book in the morning and then go online and find out how to get more training. This is definitely what I was looking for.”
John slipped into bed, kissed his wife gently so as not to wake her, and turned over.
“Thanks, Steve,” he whispered. “Friends forever indeed.”
19. Your Next Step
As you’ve learned already, The Double Your Sales process is a 12-step program for professionals who are sick and tired of losing sales. It’s a proven remedy for those seeking to recover from poor sales results. It’s powerful medicine for salespeople who want to boost their business by being themselves, telling the truth, and helping customers address their real concerns.
The Double Your Sales process is not for everyone. It’s not for those who believe a salesperson can’t be honest and authentic and still “close the deal”; who believe customers must be pressured by artificial urgency; or who believe they already know all there is to know about selling.
But since you’ve read this far in the book, odds are that the Double Your Sales process is right for you, that it makes sense to you, and that you’re considering how to put it to work for you.
If that’s the case and you’d like to learn more, let me invite you to take the next step. My company, SunBridge, teaches professionals how to implement the Double Your Sales process in their work with prospective customers. We offer three convenient training alternatives:
The live, on-site, intensive two-day Double Your Sales Professional Seminar is for those who want the best possible experience as they learn this process, and who are looking for the quickest and most effective path to implementation. The Seminar is taught by me personally or by another seasoned master of the Double Your Sales process. The Seminar consists of instruction, examples, exercises, activities, rehearsals, and interaction that will absolutely have you using the process with skill and confidence at the end of two days. It includes, at no additional cost, a two-month group coaching module by live telephone conference calls to help you stay on track, follow up after the Seminar, and fully implement the Double Your Sales process in your business.
A self-study training program on audio CDs and workbook, Double Your Sales Self-Study System, is for professionals who like to get their training at their own pace in their own place. It includes written assignments and worksheets to make the Double Your Sales process immediately a part of your customer engagement system. The program includes, at no additional cost, a two-month group coaching module by live conference calls to follow up and support your implementation of the process.
The Double Your Sales Group Workshop is for organizations that want us to create and present a customized, dedicated seminar to their sales professionals. In addition to all the benefits of the live, intensive Double Your Sales Professional Seminar, as noted above, this format allows us to focus on specific issues and unique situations faced by your group. In addition, a customized follow-up and implementation program will ensure that all participants successfully implement the training they receive in the workshop.
You can learn more about these options and order or sign up for our training, services, and products by visiting our website at www.DoubleYourSalesNow.com.
If you want to discuss Double Your Sales training for a group, or you’re interested in intensive one-to-one coaching with this process, please email us at admin@DoubleYourSalesNow.com or call us at 407-593-2386. We’ll be happy to talk about how we can help you, a small group of professionals, or your entire sales organization become masters of this powerful process.
So now the ball is in your court. If you’re ready for an honest and authentic approach to professional selling, and if you’re ready for more customers and bigger sales, we’d love to help you DOUBLE YOUR SALES.
