the power of persistence
TRANSCRIPT
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March 4, 2014@DiscoverOrg
Discover Org
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Henry Schuck Co-Founder & CEO
DiscoverOrg@HenryLSchuck
Chris Cosmos Founder and Managing Director HPO Professionals and Cosmos
Sales Professional
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The Power of Persistence:
A Sales Formula for Success in the IT Staffing Industry
To be…
MEMORABLE!!!
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IT‟S NOT COMPLICATED, IT‟S JUST NOT EASY
“It takes a great deal of unspectacular
preparation to produce spectacular
results”
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Trust the Process…
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…and Your Ability!
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…to be MEMORABLE!!!
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The Ultimate Sales Machine
Persuasive Selling
Guerrilla Selling
Covert Persuasion
Selling the Invisible
Selling Power
Spin Selling
Power Base Selling
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The Cosmos Sales Professional (CSP) Formula…
… is a simple sales methodology developed over 17 years
specifically for the IT staffing industry based on a great deal of
strategic activity that must be tracked, triggered and executed
on a daily basis. The formula is broken into two primary
functions: Hunting & Farming. The goal of the hunting stage is
to get to get to farming. Good farming, like cultivating, will lead
to relationships, which will lead to orders, which will lead to
placements, which will lead to the almighty $$$$. The CSP
Formula, if executed correctly every day, is a sales process so
consistent and repeatable that it allows the sales executive
more time to focus on the customer‟s “buying cycle” and just
as importantly, keep the top of the sales funnel constantly full.
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• “Active Campaign” - When a
(Sales Rep) has a “to-do” triggered
in their CRM associated with a
particular prospect or client that is
dated for sometime in the future.
Typically, a sales rep will have at
least 350 Active Campaigns going
at one time.
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The turnover rate for sales professionals in our
industry is over 50% during the first year
The great majority of sales professionals in our
industry DO NOT have a sales process
65% of initial sales calls in staffing are made to
the wrong person
You lose more than you win.
A great deal of competition
The favorite kitchen tool for the great majority of
sales people in our industry is…
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You control your own destiny
You‟re in the “life altering” business
There are plenty of managers dying to work
with you
By the end of the hour, you will introduced
to a sales process that works
A good sales process is recession proof
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Hunting VS Farming
Science VS Art
Proactive VS Reactive
Understand our buyers
Shorten each sales cycle
Losing early is OK
Your 100% Responsible…
Having multiple LBR‟s
Hunting is a number‟s game
Farming is about listening & making a connection
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What is your number one key differentiator?
What is it about your company that would turn a prospect into a client?
Why would a prospect decide to work with your company?
What makes your company different?
Sales * Recruiter * Candidate
Features & Benefits
Website
Database
Brochure
Pricing
The Million Dollar Question?
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Hunting - The front-end of the sales cycle a sales rep partakes in starting with research, building your CRM, & active campaigning that leads to the initial contact. The primary functions of the Hunting phase includes organization, persistence, scripting, urgency and follow-up. The goal of Hunting is to get to Farming.
Farming - The back-end of the sales cycle a sales rep partakes in while communicating in any fashion with the prospect. The primary functions of the Farming phase includes listening, rapport building, order qualification, connecting & overcoming objections.
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Hunter Farmer
The Sales Process@DiscoverOrg
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• Active Campaign - When a sales rep has a “to-do”
triggered in their CRM associated with an individual
prospect or client that is dated for sometime in the
future. Typically a sales rep will have at least 350
Active Campaigns going at one time.
• Legitimate Business Reason (LBR) – Answers the
question… How can you be memorable and add value
during the hunting phase? Why should a prospect or
client take time out of their busy schedule to take your
call, answer your email or meet with you? (W.I.I.F.M.)
An LBR can be professional or personal.
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EMAIL:
Subject Line: Something of interest for you
Hi (IT Director / VP). I hope your day is going well. I
read this morning that Your Company is planning an
upgrade to Sharepoint 2013 from 2007.
This past year I have helped Your Competitor 1, Your
Competitor 2 and a company in your industry, staff for
these types of migrations.
Let me know if you have a moment next week for me to
come by and introduce myself to you?
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Reach-Out - (Unique Progress & Maintaining the Campaign) - Any activity a
sales rep does such as a phone call, email, hand written note, face to face
meeting or other correspondence during the hunting or farming phase of the
campaign. All reach-out‟s MUST be tracked in your CRM with a next action
step (by you) triggered correctly.
“Reach-outs are like breathing. The last breath you take is important, but
not nearly as important as your next breath.”
Trigger Mechanism - The process and CRM tool a sales rep uses to
remind oneself when and how to follow-up with the prospect or client. It is
100% the responsibility of the sales rep to trigger their CRM tool with a
follow-up date for that particular prospect or client.
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Make them feel important
Kill „em with kindness
Find common ground
Personal or Professional
Building rapport is connecting
A connection can trump a commodity
90% of making a decision is driven by emotions
What type of personality do they have?
Usually requires…
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Understanding your competition
They are everywhere
They are always trying to break-up your business relationships
Are they good?
Are They bad?
“Success creates corporate arrogance, I am a great
subscriber to paranoia”
– David Pottruck, former CEO of Charles Schwab
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From: _________________________________
Sent: Thursday, February 07, 2013
Subject: New Business Prospects – Hello
Hi Chris,
My name is _______________________
I currently work for ___________________ in the capacity of a Business Development Executive.
My company is a small IT solutions firm providing Mobile and Web app development services, along with high quality IT staffing services.
I would like to extend this invitation with prospects of doing business with you.
I sense that you must be getting such invites without a doubt of an acquaintance.
I cannot assure you that its different here but what I can assure you is that the level of quality and professionalism in our services.
I would appreciate if you can take a bit of time to have a small conversation with me and explore the idea of us doing business together
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“Nothing can take the place of Persistence.
Talent will not. Nothing is more common than
unsuccessful men with talent. Genius will
not. Education will not. The world is full of
educated derelicts. Persistence and
determination alone are omnipotent.”
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Research through the moment of the first two-way
communication
Building your CRM
Farming and hunting always go back and forth
Active Campaigning either by making “unique progress”
or “maintaining” each particular campaign
Shorting each particular sales cycle
Finding & using a Legitimate Business Reason (LBR) to
reach-out
What will this particular sales cycle look like
The primary goal of Hunting?... Get to Farming!
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Know the difference between sales activity and sales strategy
Are organized, persistent & different
Work with urgency
Know when to lose early
Are friendly, outgoing and upbeat
Know it‟s 100% their responsibility to maintain
the campaign with every prospect & client
Know how to do research on a company & hiring manager
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Create muscle memory
Celebrate small victories
Understand sales is a process
Have a full pipeline of prospects and clients… Always
Build and maintain their CRM accurately
Use Legitimate Business Reasons all the time
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… are rarely used correctly by sales executives
… are not Applicant Tracking Systems
… are often not used as a management tool
… are one of the primary reasons (excuses) why sales
executives are NOT successful in our industry
… are almost always an intricate part of a successful
sales process
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Hunting + Farming = Active Campaigning
Flexible
Organized
Reach-outs
Prioritize
Accountable
Disciplined
Be Yourself
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From: Chris Cosmos [mailto:[email protected]]
Sent: Monday, August 08, 2011 1:01 PM
To: John Doe
Subject: Re: Chris, are you still there?
John, good job in following up with me! I just started my business and I have a great
deal on my plate right now. DiscoverOrg will be one of the first investments I make
once things settle down.
Please stay in touch!
From: John Doe [mailto:[email protected]]
Sent: Monday, August 08, 2011 1:15 PM
To: Chris Cosmos
Sounds great Chris, give me a call when you would like to move forward.
John Doe , Sales Representative
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Day 1 - Hand written note (Solutions or Staffing)
+ 5 working days - scripted VM (referring to following up on the HWN)
+ 3 working days - scripted email #1 & VM (referring to following up on the HWN)
+ 3 working days - scripted LinkedIn invite #2 ( A feature and benefit)
+ 3 working days - scripted email #3 & VM ( Another feature and benefit)
+6 working days - scripted email #4 & VM (LBR)
+6 working days – scripted email #5 & VM
+6 working days - scripted email #6 & VM (LBR)
+6 working days – scripted email #7 & VM
+10 working days - scripted email #8 & VM (LBR)
+10 working days - scripted email #9 & VM
+10 working days - scripted email #10 & VM (LBR)
+10 working days - scripted email #11 & VM
Repeat the process quarterly
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How many licks does it take to get to the center of a
Tootsie Roll Tootsie Pop…?
How many reach-outs does it take to get to YES?
No-no-no-no-no-no-no-no-no-no-no-YES!!!
How many Yes‟ does it take to get to $$$$$?
yes-yes-yes-yes-yes-yes-yes-yes- $$$$$?
.
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Hunting
Farming
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Hunting
Farming
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Hunting
Farming
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“It takes a great deal of unspectacular preparation to produce spectacular results”
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