Direct Sales Training Course Videos for Beginners | SALES in 5 EASY STEPS
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Direct Sales Training Course Videos for Beginners | SALES in 5 EASY STEPS


The purpose of a sales conversation is
of course to sell! In this course you will learn: the five easy and repeatable
steps to having a successful sales conversation. These are: the Icebreaker,
The Quick Intro, the Lead Interview, Next Steps and the Disengagement. You will
learn the difference between active and passive sales conversations– and why you
must always be active. You’ll learn how to identify a good lead, and how to find
out the person standing in front of you is one! We will also prepare you to deal
with the types of people you will encounter at a sales event. People like:
‘Ms. Right’, ‘Mr. Maybe’ and yes even ‘Dracula’! And finally we will use several
role-playing scenarios to demonstrate the five easy steps to a successful
sales conversation. After all, a picture is worth a thousand words! We will also
share templates that you can easily customize for your product or company.
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channel. Step 1: The Icebreaker Active sales starts with The Icebreaker. If your goal is to sell at a sales event, you must prepare an
active rather than a passive exhibit strategy. In step 1, you’re using an
open-ended icebreaker to start a conversation with a Passerby. Being
active rather than passive starts then with the very first step: The
Icebreaker. To demonstrate why you need an Icebreaker,
here’s a quick reenactment of an exhibitor I encountered the other day at
the grocery. You know those little tables with samples of new products? that is
also an example of an exhibit. Let’s have a look at ‘Fancy Water Guy’… After browsing the iced tea aisle, I pass a man
sitting by a table full of fancy new water. “Ah,
clearly this guy has a new product to share,” I’m thinking. I’ve passed by his table
several times now. I even threw him a casual smile. I wonder what he’s selling
but honestly I’m not interested enough to ask. Now, I’m heading to the checkout. The
man never initiated a conversation with me. I never found out about his product
and he never had a chance of selling it to me.
What a great example of passive exhibiting! What NOT to do! He doesn’t try
to start a conversation with anyone passing by. He avoids eye contact and
waits for someone to stop and ask a question about the product. The only way
it could have gotten worse was if he had his nose buried in a book.
The worst part? I was actually in that guy’s target market. I love fancy water! I
probably would not have bought it on the spot. But if he’d offered me a sample,
I’d have taken it. And if I liked it, I might very well have bought it next time.
Being passive destroyed his chance to turn me into a new customer. Now, let’s
watch ‘Fancy Water Guy’ use an active exhibit strategy– starting with the
Icebreaker. “Oh what kind of tea is that? I don’t
think I’ve tried that one.” “Mango.” “Oh that looks delicious! Have you tried our fancy
new water?” “I’ve tried Smart Water, is it like
that?” “Well it does have electrolytes in it which makes it taste smooth like
Smart Water, however it’s more refreshing. Would you like a sample?” “Sure!”
“Okay, now this one does have a hint of lime
and lemongrass. What do you think?” “It’s good. I like it!” “We are having
a 50 cent off promotion today. Would you like to take one with you?” “Well I’ve got
my tea today.. but maybe another day. I’ll definitely keep it in mind.” “Okay well we
are ‘Fancy New Water’ and we’re in the drink aisle. Have a great day!”
No sale today, but by using an Ice Breaker, ‘Fancy Water Guy’ did get me
to stop. He introduced me to his new product with a free sample, meeting one
of his sales goals: giving out a free sample.
I learned I liked it and I learned the product name. Next time, I just might
become a new customer. Clearly active exhibiting worked better than being
passive for ‘Fancy Water Guy.’ If passive exhibiting is so ineffective, why do
so many organizations do it? In our experience, there are three main reasons:
1) Fear In the first example, the fear on the ‘Fancy Water Guy’s’ face was palpable.
Maybe his company planned to actively exhibit, but this man’s fear was preventing
him from doing so. Passive exhibiting may be a result of an
organization 2) not setting clear goals for being at the sales event. Or the
organization believes that 3) the passive approach will result in more sales.
They confuse being active with being pushy. The idea that being active means
being pushy is a common fear for those new to sales conversations. I know it was
one of mine. So let’s take a look at this myth more closely in the next lecture.
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channel. Step #2: The Quick Intro To recap, the
The Quick Intro is a short statement used to identify yourself. By short, we mean two
to three short sentences — that’s it. You just want to tell the person in front of
you the company name, what you are doing there– for example demoing something– and
probably your first name. Think of the Quick Intro as more of soundbite rather than
a pitch. One of the hallmarks of the pushy sales rep is that they launch into
a too long pitch about their company or product during the Quick Intro. There
will be plenty of time to share relevant details about your product, but you want
to do that during step #3: the Lead Interview Here are some examples of a
Quick Intro: “Hi I’m here with Company X. “We build the world’s first totally
automated crane for moving big boxes.” “Hi I’m Jane. I’m here sharing free samples
of this zero-calorie Fancy Water.” Like Step #1 the IceBreaker, Step #2 is
quick. If you immediately follow up your Quick Intro with a short strategic
question you have kept the conversation going and transitioned right into Step #3:
The Lead Interview. Like this: “Hi I’m Jane! I’m here sharing samples of this zero
calorie Fancy Water. Do you like electrolyte water?” ‘Do you
like electrolyte water?’: a Lead Interview question designed to find out if the
person has a need or want for the kind of product you’re selling. So without
further ado, let’s dive right into the meat of your sales conversation: the Lead
Interview, Step 3! Click subscribe below to check out more videos like this from
our YouTube channel. Step #3: The Lead Interview The Lead
Interview is just a series of questions that you will use to find out if the
person in front of you is a good lead. So who is a good lead? A good lead is
someone who… Has authority to purchase your products. In other words, is a
decision maker or at least can influence one. Has a budget or purchase process
compatible with yours. And, can purchase in your timeline. A good lead is also
someone whose identity you know. Who has no obstacles to doing business with you.
And, of course, who needs or wants your product. An easy way to remember
these criteria for identifying a good lead is with the acronym A-C-T-I-O-N:
Authority Compatibility Timeline Identity
Obstacles and Need Let’s take a closer look at each of these. Authority: “Who makes
the decisions about course management software for Itty Bitty College?” “Do you make
the cleaning product purchases for your family?” A good lead has authority to
purchase a product like yours. Savvy sales reps don’t just want to know their
potential customer will be at an event. They want to know the decision makers
for their product will be there. Trade shows know this and usually provide
exhibitors with a ‘Profile of Attendees.’ This profile typically includes a
breakdown of the year’s previous attendees by role or industry. Make use
of this. Ask yourself: What are the roles of the
people attending the event I’m preparing for? Which of these roles are the
decision-makers for purchasing the kinds of products I’m selling? To illustrate,
let’s consider again our imaginary company Newbie. ‘Newbie’ -a company selling
course management software- has rented exhibit space at a rather large generic
education trade show and conference. Because the conference offers
educational lectures, many organizations send staff who don’t have much purchasing
authority. So attendees at this show will include decision makers like
principals and board members, but also lower-level staff who may not be
decision makers. Like tech staff, teachers or librarians. Knowing this, Newbie [imaginary startup] will
want to identify non decision-makers as quickly as possible and disengage from
them. Compatibility: “What budget did you have
in mind for this?” “What’s your company’s process for purchasing a product like
this? Do you use an RFP?” A good lead has a budget and purchase process compatible
with yours. It seems obvious, but remember someone is a good lead only if they can
actually afford your product. It can be useful to know up front that certain
industries usually can’t spend what your product costs, or to know that only
certain products you offer tend to be in their budget. You also want to know that
the purchase process for your potential customer is compatible with your company.
Why? Some customers may rely on a purchase process that your company can’t
support. An RFP for instance is a large document filled with questions for
vendors to answer. Sometimes this document is hundreds of pages long.
Responding to an RFP can require the company to devote a lot of time and
resources for a relatively small chance at winning that business. If you know
that a potential customer is likely to have a purchase process that is a real
hassle, like an RFP, confirm that early in the Lead Interview so you have a chance
to disengage. Timeline: “When were you hoping to have the decision made about
this purchase?” “By when do you need this solution? A
good lead can make purchase decisions in your preferred timeline. How long does it
take from the time they decide they might purchase a product like yours to
actually making that purchase? Think about the purchase timeline for each of
your products. Does the purchase timeline differ for different industries? No
matter how interested a customer is in your product, if they have just signed a
five-year contract with the competitor and they have a two-year purchase
timeline, they are not a good lead right now. It will be another three years or so
before they are thinking seriously about working with a new vendor. Identity: “What
organization are you with?” “Can I get some contact information from you?” “Do you have
a business card on you?” A good lead has an identity you know. It seems obvious,
but in order for someone to be a good lead you have to know their identity. In
order to take A-C-TI-O-N with a lead, they have to be willing to share contact
information with you. Also, ‘Identity’ reminds you to make sure
that the person you’re speaking with is NOT someone with whom you don’t want to
share information. Someone like a marketing professional trying to gather
competitive Intel, or a competitor themselves. We’ll talk more later about
dealing with competitor situations later in the course. Obstacles: “If we determine Newbie’s
software meets your needs, is there any reason we can’t do business?” A good lead has
no obstacles to doing business with you. Understanding the obstacles that exist
in selling to a potential customer also makes you more effective in overcoming
those obstacles during your conversation. And of course eventually making the sale.
In addition to the obstacles we discussed already like Timeline, budget
and purchase process obstacles often include emotional factors. Like… an
aversion to risk, hesitancy to adopt a new company or technology, a customer’s
uncertainty if your product can meet their needs or a generic emotional
aversion to your product or company. Like a feeling that your company is too big
for them to give them personal attention. Or, that the company doesn’t care about
their industry. Really an obstacle is any unanswered
question in the customer’s mind– a doubt that will prevent them from making the
commitment to buy from you. Needs: “Tell me three problems your ideal course
management software will solve.” “Are their things you don’t like about your current
face cream?” Finally, a good lead is obviously someone who needs or wants
what you have to offer. What kinds of people are likely to buy your products
and why? What wants or needs do they have that your product can solve? Once you
know who might need your product, make a list of the potential customers at the
sales event you are preparing for. This will often be a breakdown by industry.
Potential customers could include B2B (business to business) or B2C (business to
consumer) or both. Let’s consider again Newbie at our imaginary education trade
show. At our make-believe education trade show there are also a wide range of
organizations in attendance. Including: K -12 schools, large colleges, small colleges,
trade schools online school government trade schools, government organizations and corporations have have
training departments. Since they might manage or sell courses online, all of
these might represent potential customers for Newbie– depending of course
on how well they meet the other requirements of a good lead that we’ve
discussed previously. We’ve just reviewed the general characteristics of a good
lead using the acronym A-C-T-I-O-N. Now, let’s take a look at how to apply A-C-T-I-O-N to
ask the right questions during the Lead Interview. Don’t worry, you don’t need to
know the answers to all these questions going into an event– and you probably
won’t. However, if the answers are already known they can help sales reps better
decide who might be a good lead and be on the lookout for those folks at the
event. In fact, the Lead Interview itself is a great way to get information about
your customers– for instance, sale cycles and purchase processes in different
industries. That’s just one more reason why you’ll want to take really good
notes during your sales conversations — something we’ll discuss much more
shortly. Click Subscribe below to check out more videos like this
from our YouTube channel. Step #4: Next Steps Once you’ve collected enough
information about your potential customer during the Lead Interview, it’s
time to identify and communicate Next Steps. Next Steps are just that: the next
steps you can take or ideally that you can get the potential customer to commit to.
Steps to get you closer to a sales goal and ultimately an actual sale. Next Steps
are determined by your company sales goals. In an upcoming lecture, we will
teach you how to create sales goals before a sales conversation ever happens.
Then, both your Lead Interview questions and your Next Steps can be guided by
those goals. Newbie’s conversation [previous lecture] implied at least
three sales goals can you guess what they were? “I know!” Okay Liz, go it!
“A signed sales contract?” Yep, the nature of the product suggests Newbie isn’t
exchanging goods for money at the actual event. So in this case a sale would be
accomplished by signing a contract. Anything else?
“An educational presentation?” You’re right! Getting people to attend an in-booth
educational presentation by the CEO. How about the last one? “Signing people to
view a demo?” Great Liz! Signing leads up to view a demo of the software after the
show. So how do Newbie’s sales goals become Next Steps? Let’s have a look! “Is your boss here at the show?” “She
is I’m actually headed to meet her for lunch right now. “I asked because at three
o’clock today our CEO will be giving an in-booth presentation about Newbie and
he’ll be talking specifically about how Newbie is good for colleges like yours.
Would you be interested in coming back with your boss and sitting in on
the presentation?” “Yeah, I don’t see why that would be a problem. I don’t think we have anything else scheduled. “Okay, great! So I can pencil you in?” “Yeah, absolutely!” “And do you happen
to have some contact information on you?” “I do.” “If you’d like, I could drop some
brochures in the mail or maybe send you a link to an online web
demo.” “Yeah any of that would be fine.” “Alright! Sounds great! Well I hope to see you back at 3 o’clock, Tabatha, and thank you so much for stopping by.
Click subscribe below to check out more videos like this from our YouTube
channel. Step #5: The Disengagement The Disengagement is
the step that ends your conversation– at least for now. It is the easiest step in
the process, especially for good leads. The trickiest part is identifying when
it is time to disengage and then doing it. Here’s a look at disengaging with
each of the four lead types. Ms. Right: Ms. Right is a good lead with no obvious
obstacles. So during Next Steps, you will have likely made a sale or reached some
kind of sales goal likely to lead to a sale in the near future.
During the Next Steps, you might have also summarized what Ms. Right’s needs
were and what outstanding questions still need addressed. Usually in a
conversation with Ms. Right, you end up naturally at The Disengagement. “We look
forward to doing business with you– enjoy the rest of your day!” “It was so nice
talking to you. We’ll be in touch soon.” Mr. Maybe: Mr. Maybe is a possible good
lead with some known obstacles. You realize that these known obstacles
need addressed before a sale can be made. So you’ve decided it’s time to disengage.
The key to disengaging with Mr. Maybe? Find a ‘next step’ that moves sale forward
by addressing the obstacles. Maybe you schedule an appointment to
bring the decision-maker in. Or, you switch to a sales goals to make the ‘next
step’ an educational one– like scheduling a webinar. If the obstacle you’ve
identified is big enough, you won’t want the sales conversation with Mr. Maybe to
continue until that obstacle is addressed. But Mr. Maybe might still want
to talk. What do you do? Redirect Mr. Maybe to relevant
promotional material or redirect him to explore the product on his own. This lets
you get back to the sales conversations that might lead to conversations with Ms. Rights. Here’s a
look at some disengagements that work for Mr. Maybe: “It’s been so nice meeting
you. I’ll leave you to explore our demos while I check on these folks.” “Well I
don’t want to monopolize all your time today. Would you like a brochure about
the product we’ve been discussing to take along? And of course we’ve got you
scheduled for that webinar later in the month.” “Thanks so much for stopping by.
I’ve got your contact information so let’s plan to touch base after the show.”
You’ll notice that choosing the right ‘next steps’ naturally leads to the
Disengagement. We’ve made them two separate steps only to emphasize THIS: at
times you will still need to say something to actually end the
conversation, like “we’ll be in touch” or “enjoy the show” for people who won’t take
a hint. Also, disengaging with persons who
aren’t good leads (Mr. Bridges or Dracula) might involve cleverly phrasing the
Disengagement as a ‘next step.’ However, in this case the next step isn’t related to
your real sales goals. Imagine now that Mr. Bridges is a distributor who might be
interested in selling your product. He’s a real talker and you know a lot of
distributors end up being a waste of time. So you say: “It sounds like we’ll
want to explore this opportunity in more detail after the show. For now, here’s a
brochure with links to our website and a webinar. It should be a good starting
place for learning about our products. And thanks so much for stopping by.” Here,
you are communicating interest by identifying the next step that doesn’t
involve your time at the show. It’s a ‘next step’ that is really a Disengagement. Dracula: For instance, imagine Dracula is
a person looking for a job. You realize this and you jump to disengage. You say… “Do you have a business card? I’ll be sure
to pass it along to the right people. Thanks for stopping by and enjoy the
show!” Is your Dracula someone who has nothing but objections to doing business
with you but keeps talking? It doesn’t happen often, but you can simply say… “It
sounds like we won’t be the best fit for you then. Have a great day.” Does your Dracula turn out to be someone
who should know better than to waste your time at a sales event — like a
business looking to sell to you? It’s okay to be polite but direct: “As you
probably know we need to focus our attention on our customers at this event,
but feel free to contact us after the show.” A competitor? Your company should
decide in advance how to deal with this Dracula in the exhibit. Your options
generally are 1) tell the competitor that is not appropriate for them to be
in your exhibit… “Come on guys… You know it’s not appropriate for you to
be here.” Or, take a ‘I’ll show you mine if you show me yours’ approach. Here’s how
that looks: “Okay, I’ll give you a quick peek at our product and then we’ll walk
over and have a look at yours. How’s that sound?” Here you could keep the demo really
brief and bare-bones without giving away much. Then, walk them back over to their
exhibit and let them do the same. Competitors often said inexperienced
staff who you won’t recognize to spy, so by turning the tables on these
inexperienced spies, you’ll often get more valuable Intel than you gave. Have you
learned something new? If so, great! Click Subscribe below to check out more videos
like this from our YouTube channel. This video included 5 free sample lessons
from our complete two-and-a-half hour sales training course available on Udemy.
Want the complete course? We’ve shared a discount link in the video description
below. Click that link to access our complete
sales training course for just $15 I’m confident you’ll be a sales pro in no
time! Hope to see you soon!

About Ralph Robinson

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5 thoughts on “Direct Sales Training Course Videos for Beginners | SALES in 5 EASY STEPS

  1. Very educational and entertaining. You really illustrated the process exceptionally well. Thank you for sharing.

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