Streetwise to Saleswise  ## Metadata - Author: [[Jeff C. West and Bob Burg Et Al, Jeff C. West, and Bob Burg]] | [[3. Resources/Authors/Jeff C. West and Bob Burg Et Al, Jeff C. West, and Bob Burg|Jeff C. West and Bob Burg Et Al, Jeff C. West, and Bob Burg]] - Full Title: Streetwise to Saleswise - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B0CPTLCCB2) - Document Tags: [[Marketing]] ## Document Notes ## Highlights - They view their team and their customers as being on their shoulders. They look for ways to support, equip, and provide value to them. That’s the leadership style I believe to be the best.” ([Location 1017](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1017)) - Our human nature draws us toward people who we believe have our best interest at heart.” ([Location 1041](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1041)) - “Your job, Andre, is to be intentional. Analyze your processes. Neutralize any collision points that you can. Then create, add, and optimize fusion points throughout your business model.” ([Location 1102](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1102)) - Starting a sentence with the word, “but” isn’t much help in overcoming objections. ([Location 1168](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1168)) - I reset the frame of how you see a no.” ([Location 1401](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1401)) - 4 Steps to Reset a Frame: 1) Control my emotions. 2) Ask questions to ensure I understand. 3) Empathize. 4) Shift the frame to change the perspective. ([Location 1410](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1410)) - Turn the Gatekeeper into the Keyholder: 1) Stop asking for appointments to introduce our company to the decision maker. 2) Focus on resetting the frame by using phrases that point out how the person I’m speaking with personally benefits. ([Location 1453](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1453)) - They benefit from how their world gets better because they work with us.” ([Location 1468](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1468)) - Set the frame with the decision maker: 1) Focus on their value from our proposition. 2) Invite them to spend a few minutes for their benefit. ([Location 1479](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1479)) - Don’t try to Overcome Objections Use 4 Steps to Reset a Frame to work within the objection: 1) Control my emotions. 2) Ask questions to insure I understand. 3) Empathize. 4) Shift the frame to change the perspective. ([Location 1520](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1520)) - Closing with a Decision Influencer 1) Take them off the hook. 2) Give them a promotion. 3) Ask a closing question. 4) Go to work for them. ([Location 1954](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=1954)) - Their Value From Our Proposition 1) Great employee benefits reduce turnover, which saves the company money on training expenses. Reduced expenses equals higher profits. 2) Great employee benefits make it easier to compete when hiring new employees. Better employees equals higher productivity and higher profits. 3) We offer many of our programs through payroll deduction, giving the company a way to add benefits without increasing their expenses. 4) The payroll deductions can reduce the employer’s payroll-taxes. That increases bottom-line profits. ([Location 2048](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2048)) - “And never try to overcome an objection,” ([Location 2108](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2108)) - The better your discovery, the fewer their objections. And please keep a list of any objections you do get. ([Location 2110](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2110)) - If I ask the right questions, and then listen, the decision maker will say exactly what the decision maker needs to hear. ([Location 2200](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2200)) - When you reframe how you see the process, it makes that emotional roller-coaster level out into a more steady ride.” ([Location 2409](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2409)) - if you ask their permission first, it makes them more comfortable with the process. They correctly see that you’re really interested in what they’re saying and then finding a solution.” ([Location 2488](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2488)) - Become ObjectionProof 1) Handle common objections during your presentation. 2) Control your emotions. 3) Never try to overcome objections. 4) Empathize with their concerns. 5) Dig a little deeper––is this their real objection? 6) Isolate the objection. 7) Give solutions, social proof, and close the sale. ([Location 2518](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2518)) - Generate Fusion Points™ in Your Prospecting   Prime Your Prospecting Pump: Generate three positive emotional contacts with your prospect prior to inviting them to your first meeting. Focus on their benefit from your proposition: Use phrases, with each person in your sales model, that direct their attention to how they personally benefit from doing what you’re asking them to do. Extend an invitation: Instead of asking for a meeting, invite your prospect to visit with you to explore whether their benefit from your proposition may work in their specific situation––with no obligation on their part. ([Location 2852](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2852)) - How to Close a Decision Influencer   If possible, include the final decision maker in your meeting. But when that is not a possibility, treat the decision influencer with the same respect as if they were the one-and-only person who can give you permission to move forward. Take them off the hook: I’d like to ask you a question, and please feel completely comfortable and welcome to tell me no, if that’s the right answer for you. Fair enough? Give them a promotion: Use a lighthearted phrase to mentally place them in the mindset of the final decision maker. Ask your closing question: If the final decision were yours, and yours alone, do you see any reason you wouldn’t want to move forward with my recommendations? Go to work for them: If they have objections, work within those objections to find a solution. If they say that they would move forward with you, go to work for them. Offer your services to have the conversation with the decision maker (or makers) to make things easier for them. Get that meeting on their calendar. ([Location 2861](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2861)) - Become ObjectionProof™   Become GREAT at discovery: The better your discovery––the fewer their objections. Ask great questions which result in your prospect hearing their specific needs, coming from their mouth––not yours. Ask questions that direct them toward their value from your proposition. Education versus objection: Bring up common objections––along with their solutions, during your sales conversations. When you bring up an issue in your presentation, followed by the solution, it’s education. When your prospect brings it up after your presentation, it’s an objection… ([Location 2873](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2873)) - Then Set the Frame   Keep your emotions under control. Your prospect will often respond based on the emotional cues they pick up from you. Stay focused and calm. Empathize with their concern: Acknowledge that their concern is a valid consideration, but stop short of agreeing. Dig deeper: Ask questions to find out if their objection is the real issue––or is it simply a surface-level symptom of another underlying concern. Isolate the issue: Ask if there are any other concerns that would keep them from moving forward. Provide solutions:… ([Location 2883](https://readwise.io/to_kindle?action=open&asin=B0CPTLCCB2&location=2883))