3 Sales STEP THREE: The Left Engine Flashcards
What is the main goal of crafting a million-dollar sales pitch?
To create a sales pitch that can be used repeatedly to generate significant revenue.
What framework is introduced to help small-business owners with sales?
The Customer Is the Hero Sales Framework.
What common problem do small-business owners face regarding sales?
They often feel they need to sell but lack confidence and alignment in marketing and sales.
How should sales conversations be approached according to the framework?
By inviting customers into a story that focuses on solving their problems.
What negative feelings do potential customers often associate with salespeople?
Feelings of being manipulated or that the interaction is transactional and inauthentic.
What is the key to a successful sales conversation?
Understanding that the story is not about the salesperson but about the customer as the hero.
Fill in the blank: The sales framework encourages businesses to focus on whether the customer has a problem that the product can _______.
[solve]
What mindset shift is necessary for effective selling?
To think of the customer as the hero and focus on their needs rather than just selling a product.
How did Steve Rusing’s team change their approach to sales?
They started asking retail partners about their goals instead of just pushing their products.
What color represents the customer’s problem in the color-coded sales framework?
Red.
What color represents your product positioned as the solution?
Purple.
What should be the focus during sales conversations?
Finding out if the customer has a problem that can be solved by the product.
True or False: The Customer Is the Hero Sales Framework is only applicable to formal sales presentations.
False.
What is the benefit of using the Customer Is the Hero Sales Framework?
It allows for more authentic interactions and increases customer satisfaction and sales.
What happens when a sales proposal only focuses on the product without addressing the customer’s problem?
The proposal lacks engagement and fails to invite the customer into a story.
What is the color associated with the positive result the customer will experience?
Blue.
What does the color brown represent in the sales framework?
The three- or four-step plan.
How can a salesperson ensure they are inviting the customer into a story?
By including multiple colors from the color key in their communication.
What does the color green represent in the sales framework?
Your call to action.
Fill in the blank: The key to a million-dollar sales pitch is to make the customer the hero and invite them into a _______.
[story]
What is the ultimate goal of applying the Customer Is the Hero Sales Framework?
To increase sales without making customers feel manipulated.
What is the key element to crafting a compelling sales pitch?
To invite the customer into a story
This involves making the customer the hero of the narrative.
How does the first person in the cocktail party scenario describe their job?
I’m an at-home chef. I come to your house and cook.
What does the second person highlight about their service in their job description?
They emphasize the importance of family connection over healthy meals.
What color represents the customer’s problem in ‘The Customer Is the Hero’ framework?
Red
Why is identifying the customer’s problem crucial in sales?
It engages the customer and opens a ‘story loop’ in their mind.
What happens when a customer recognizes their problem in a sales conversation?
They begin to think about solutions and whether the product will work for them.
What color represents the solution to the customer’s problem?
Purple
What increases the perceived value of a product?
Positioning it as a solution to a problem.
What is the third color in the ‘Customer Is the Hero’ framework?
Brown
What does the brown color signify in sales?
Giving the customer a clear plan to follow.
What is a potential customer’s concern when they realize a product is a solution?
They may feel cognitive dissonance or confusion about the risk of change.
What three-step plan does the chef propose to potential customers?
- Quick meeting to discuss preferences
- Chef cooks a meal
- Establish a regular schedule
What colors are associated with creating a sense of urgency in sales?
Yellow and Blue
How do storytellers increase engagement in a narrative?
By painting the stakes and reminding the audience of what could be won or lost.
What does a strong story in sales involve?
A hero who wants something and must overcome conflict to achieve it.
Fill in the blank: The problem is the ______ in the story.
hook
True or False: The perceived value of a product decreases based on the severity of the problem it resolves.
False
What is the significance of a three-step plan for customers?
It reduces perceived risk and clarifies the process.
What is the outcome of effectively inviting customers into a story?
Higher chances of closing sales.
What is the first step in positioning a product in a sales conversation?
Identify the customer’s problem.
What is an obligatory scene in storytelling?
A scene that resolves the primary problem in the story.
How do screenwriters typically approach writing an obligatory scene?
They often write the obligatory scene first and then craft the rest of the movie to make it emotionally fulfilling.
What is the purpose of foreshadowing in sales?
To create an image of a climactic scene that the customer can move toward.
Fill in the blank: The process of creating tension that builds until a resolution is reached is known as _______.
cognitive dissonance.
What effect does foreshadowing a climactic scene have on customer engagement?
It creates cognitive dissonance and narrative traction.
What is the significance of understanding a customer’s problem in sales?
It allows the salesperson to foreshadow an obligatory scene that resolves the customer’s issue.
What are negative stakes in sales conversations?
Potential negative experiences customers may face if they do not purchase the product.
How can adding stakes to a sales conversation increase urgency?
By highlighting both the success of the customer and the frustrations they will avoid.
What is a clear call to action in sales?
A direct statement that tells the customer exactly what they need to do to make a purchase.
True or False: Most small-business owners feel comfortable asking for the sale.
False.
What is a common mistake small-business leaders make when asking for the sale?
They fail to make their calls to action clear.
Fill in the blank: A confident salesperson believes their product will _______.
solve the customer’s problem.
What should a salesperson do if they are unsure their product can solve a customer’s problem?
Improve the product until it meets customer needs effectively.
How should a salesperson respond to a customer’s rejection?
By redirecting the conversation and expressing openness to future referrals.
What is the key to handling rejection in sales?
Clarity in the sales offer and setting the customer at ease.
What does the phrase ‘calling your customer to action’ mean?
Inviting the customer to make a purchase decision.
What does cognitive dissonance create in stories?
Tension that builds until a resolution is achieved.
How can positive and negative stakes be used in a sales pitch?
To illustrate the benefits of the product and the drawbacks of not purchasing.
What does a weak call to action sound like?
It suggests uncertainty about the product’s ability to meet the customer’s needs.
What is an effective way to summarize a sales conversation?
By clearly stating the benefits and inviting the customer to make a decision.
Fill in the blank: The salesman at the jewelry counter provided the author with _______ to make a purchase.
permission.
What is the benefit of making clear calls to action?
It eliminates confusion and helps customers make decisions easily.
What is the key to accepting rejection in sales?
Setting the customer at ease when deciding not to move forward.
This approach helps both the salesperson and the customer feel comfortable during the rejection process.
Why do successful people often not concern themselves with rejection?
Because rejection is not personal; the customer is simply stating they don’t have the problem the salesperson can fix.
This perspective helps maintain a positive attitude towards sales.
What impact does a clear call to action have on sales?
It leads to more rejections but also more sales overall.
A clear call to action encourages more customers to make a purchase.
What is one main difference between successful and unsuccessful small-business owners?
Successful business owners make their calls to action as clear as possible.
What should you memorize to improve your sales?
Your call to action.
Memorizing a line helps in confidently asking for the sale.
Fill in the blank: The call to action could be, ‘My team can mow your lawn this Saturday and handle your landscaping every week from here on out. Want my team to _______ at your place on Saturday?’
show up
How can making the customer the hero impact sales pitches?
It allows for intuitive crafting of million-dollar sales pitches without overthinking selling.
This approach focuses on clarity in how the product solves customer problems.
What was a significant decision made by the author regarding sales?
Hiring a sales representative.
This decision nearly doubled the author’s revenue.
What role does customer feedback play in business growth according to the author?
It helps create new products that strengthen and expand the business.
Feedback from the sales team is crucial for understanding client needs.
True or False: The author believes that hiring a sales representative is unnecessary for a successful business.
False
What challenge does the author propose for those not ready to hire a sales rep?
Use The Customer Is the Hero Sales Framework to write a sales letter that generates business.
Where can one find a digital tool to help craft sales pitches?
At SmallBusinessFlightPlan.com.
What does the author suggest to optimize product offerings?
Look at the wings of your airplane.
This metaphor indicates examining and improving the product offerings.
