2. Искусство и наука поиска клиентов

Introduction to Module Two: The Art of Prospecting

In this module, the author introduces the art of prospecting and lays the foundation for what it means to prospect effectively. The author emphasizes that prospecting is not just about finding interested people but also weeding out those who are not interested or do not qualify for what is being offered.

The Importance of Effective Prospecting

• Effective prospecting involves finding interested people and weeding out those who are not interested or do not qualify.

• Not prospecting effectively leads to desperation in tone and pitching ideas to people who are not in the universe of buyers.

• Talking to people who should not be talked to leads to self-doubt and uncertainty.

Key Elements of Prospecting

• Action threshold is the point when someone says yes, I'll do it.

• Three things that need to be portrayed through tonality and body language include confidence, enthusiasm, and certainty.

• Capturing someone's attention and imagination within seconds is crucial.

Benefits of a Systematic Approach

• A system allows for predictable results every time.

• Lack of a system leads to running in circles without success.

Sales - Turning Non-Buyers into Buyers

This section focuses on sales and how effective prospecting can help turn non-buyers into buyers.

Understanding Prospecting as a Gold Prospector

• Prospecting is like a gold prospector looking for a nugget, not trying to turn non-buyers into buyers.

Identifying Different Types of Buyers

• In any given room, there are people who are ready to buy, those who are still shopping around, and those who are just curious.

Importance of Effective Prospecting in Sales

• Effective prospecting helps identify the right people to pitch ideas or products to.

• Focusing on the right people leads to higher success rates in sales.

Identifying Potential Buyers

In this section, the speaker discusses how to identify potential buyers and categorizes them into four groups based on their level of interest in the product.

Four Groups of Potential Buyers

• The first group consists of people who are actively looking for a solution to their problem and are motivated to take action. They are the best buyers.

• The second group is made up of people who are still shopping around but are motivated to buy soon.

• The third group includes people who are just curious and not very interested in buying at the moment.

• The fourth group comprises people who have no interest in buying and will never become customers.

Lowering Action Threshold

In this section, the speaker explains what an action threshold is and how it affects a customer's decision-making process. He also introduces the concept of lowering a customer's action threshold to increase sales.

Understanding Action Threshold

• An action threshold is when a customer's doubts about why they should buy diminish to the point where they feel compelled to make a purchase.

• Customers in the second group (still shopping around) have not yet reached their action threshold, so they need more convincing before making a purchase.

Lowering Action Threshold

• To lower a customer's action threshold, you need to show them why it makes sense to buy now rather than later.

• You can also reduce any barriers that may be holding them back from making a purchase.

Qualifying Potential Buyers

In this section, the speaker emphasizes the importance of qualifying potential buyers before making presentations. He provides three criteria for qualifying potential buyers.

Three Criteria for Qualifying Potential Buyers

• A potential buyer must want your product.

• A potential buyer must need your product.

• A potential buyer must be able to afford your product.

Qualifying Potential Buyers Quickly

• You want to qualify out the fourth group of people (those who will never buy) as quickly as possible.

• Making presentations to people who do not meet all three criteria is a waste of time and can lead to poor sales results.

The Art of Tonality and Effective Sales Script

In this section, Jordan Belfort talks about the importance of effective sales scripts and tonality in sales. He emphasizes the need to avoid pitching people who are not interested in buying and provides tips on how to elegantly ice them out.

Importance of Having a Sales Script

• A sales script is crucial for any salesperson.

• It helps you avoid making mistakes while pitching your product or service.

• Shame on you if you're a salesperson without a script.

The Art of Tonality

• Tonality is critical in sales.

• You can read from a script without sounding like you're reading from one.

• Learn how to use tonality effectively to change your life.

Writing an Effective Sales Script

• Use a template to write a script specific to your industry.

• Most sales presentations suck because they focus too much on benefits upfront.

• Keep your powder dry - save your best stuff for when it matters.

Understanding Buyers' Beliefs

• Some people are tough nuts because they have limiting beliefs about buying things.

• Most buyers won't buy right away, even if they love your product or service.

• The Straight Line System teaches how to get through those tough nuts by going after their beliefs.

Action Threshold

In this section, Jordan Belfort explains the concept of action threshold and its importance in influencing people's decisions.

Understanding Action Threshold

• Action threshold is an unconscious set point that someone has for taking action.

• People don't take action randomly; they do it for a reason with positive intent.

Factors Influencing Action Threshold

Positive Factors

• Sum of all the good things that will happen if someone takes action

Negative Factors

• All the bad things that will happen if someone takes action

Importance of Action Threshold in Sales

• Understanding the action threshold is crucial for salespeople.

• You need to know how to motivate people to take action by addressing their positive and negative factors.

Limiting Beliefs

In this section, the speaker discusses limiting beliefs and how they can hold people back from taking action.

Types of Limiting Beliefs

• There are three types of limiting beliefs that hold people back: fear, uncertainty, and doubt.

• Fear is often caused by past experiences or a lack of confidence in oneself.

• Uncertainty arises when people don't know what to do or how to do it.

• Doubt comes from negative self-talk and can prevent people from taking action.

The Impact of Limiting Beliefs

• Limiting beliefs can prevent people from achieving their goals and living up to their potential.

• They create mental barriers that make it difficult for individuals to take risks or try new things.

• Overcoming limiting beliefs requires identifying them and replacing them with positive affirmations.

The Power of Beliefs

In this section, the speaker explains how our beliefs shape our perception of the world and influence our decision-making.

How Our Brain Works

• Our brain generalizes and creates patterns based on past experiences to help us navigate the world safely.

• When we encounter something new, our brain looks for patterns to determine if it's safe or not.

The Role of Beliefs in Decision-Making

• Our beliefs influence our decision-making by creating a scale with positives on one side and negatives on the other side.

• If someone has lots of limiting beliefs about buying, the negative side of the scale will be heavier and harder to overcome.

• The goal of selling is to get someone to a point where they say yes by knocking out negatives, building up positives, and changing their beliefs about buying.

The Sales Funnel

In this section, the speaker discusses the concept of a sales funnel and how it can help salespeople achieve their income goals.

Understanding the Sales Funnel

• The sales funnel is a tool that helps salespeople work backward from their income goals to determine how many sales they need to make.

• To use the sales funnel effectively, you need to know your average commission per sale and your income goal for the year.

Using the Sales Funnel

• Once you know your income goal and average commission per sale, you can calculate how many sales you need to make each month or week.

• By tracking your progress through the sales funnel, you can identify areas where you need to improve and adjust your strategy accordingly.

Sales Formula

In this section, the speaker explains a sales formula that can help salespeople achieve their goals. The formula involves calculating the number of sales, pitches, appointments, connects, and dials needed to reach a specific income goal.

Sales Formula Breakdown

• To make $200,000 per year with an average sale commission of $2,000, you need to make 2 sales per week.

• To make 2 sales per week, you need to get in front of 6 people or make 6 full-blown pitches to qualify people if selling on the phone.

• To get 6 pitches per week, you need to have 8 set appointments on your calendar.

• To have 8 set appointments on your calendar, you need to have 40 connects (actual decision-makers) per week.

• You also need to make at least 24 dials per day in a five-day workweek. This is the only element that's always within your control.

Controlling Your Sales Funnel

In this section, the speaker emphasizes that while many aspects of sales are out of our control (such as whether someone buys from us), we can control our dials or cold calls.

Controlling Your Sales Funnel

• Dials or cold calls are the one element that's always within your control in your world of sales.

• By tracking your production for 90 days straight using a sheet provided by the speaker or creating one yourself based on his formula, you can identify what's not working and what needs improvement.

• This formula is especially useful for sales managers to keep control of their Salesforce and for new salespeople to identify areas that need work.

Establishing Authority in Sales

In this section, the speaker explains that when speaking to someone on the phone, you have four seconds to establish three things: enthusiasm, sharpness, and authority.

Establishing Authority in Sales

• When speaking to someone on the phone, you have four seconds to establish three things: enthusiasm as hell, sharpness attack, and a figure of authority. These three things must be accomplished in the first four seconds someone speaks to you.

• If you don't accomplish these three things within four seconds, you're seriously behind the eight ball. The ultimate goal is to establish yourself as a person who can help them achieve their goals and take control of their lives.

• People have a desire to gain control when they're feeling out of control. By identifying someone who can help them take control (such as an investment advisor or stockbroker), they feel more in control of their lives.

Becoming a Figure of Authority

In this section, the speaker emphasizes the importance of projecting oneself as a figure of authority in sales. He explains how people judge others based on their appearance and demeanor within seconds.

Importance of First Impressions

• People form an impression about you within 1/24th of a second.

• Appearance and body language play a crucial role in creating a positive first impression.

• The speaker shares insights on dressing appropriately and branding oneself to become a figure of authority.

Creating Positive Impressions on Phone Calls

• People can form mental images about you even during phone calls.

• Within four seconds, they have already made up their minds about you.

• Enthusiasm, confidence, and authority are essential traits to project during phone conversations.

Qualifying Prospects Effectively

In this section, the speaker discusses how to qualify prospects effectively by projecting oneself as an expert who can help them achieve their goals.

Importance of Projecting Expertise

• Prospects need to see you as someone who can help them achieve their goals.

• Projecting expertise helps build trust and credibility with prospects.

• The first four seconds are critical in establishing yourself as an expert.

Qualifying Prospects Effectively

• Effective qualification involves developing rapport with prospects while also setting boundaries for the conversation.

• The goal is not necessarily to close the sale immediately but rather to prepare oneself for closing it later.

Controlling Internal Dialogue through Tonal Patterns

In this section, the speaker explains how tonal patterns can be used to control someone's internal dialogue and make them think what you want them to think. The three crucial things that need to be established instantly in sales are also discussed.

Establishing Authority

• People listen to those who are perceived as figures of authority.

• To become an authority figure, one needs to establish expertise in their field.

• Customers will follow the instructions of an authority figure.

Importance of Tonal Patterns

• Tonal patterns can be used to control someone's internal dialogue.

• The speaker explains how people unconsciously narrate and connect with what they hear.

• Lowering someone's action threshold is possible by establishing tonal patterns from the beginning.

Three Crucial Things in Sales

• Being sharp as a tack, enthusiastic, and perceived as a figure of authority are crucial for closing a sale.

• Enthusiasm shows that one has something great to offer.

• Being perceived as an expert or top dog in the field is important for gaining trust.

Empowering States vs Disempowering States

• Empowering states such as certainty, clarity, conviction, confidence, and courage are essential for salespeople.

• Disempowering states such as confusion, uncertainty, overwhelm, and boredom can kill a sale.

Conclusion

The use of tonal patterns is crucial in controlling someone's internal dialogue. Establishing oneself as an authority figure and being enthusiastic while being perceived as an expert or top dog in the field are essential for closing a sale. Empowering states such as certainty and clarity should be maintained while avoiding disempowering states like confusion or uncertainty.

Importance of Analyzing Results

In this section, the speaker emphasizes the importance of analyzing results and provides tips on how to do it effectively.

Analyzing Results

• Use an a lot chart to determine the number of calls or letters needed to meet financial goals.

• Identifying areas for improvement and bottlenecks in your pipeline can help you achieve your goals more quickly and easily.

• Encourage sales managers to analyze their results daily and take appropriate actions for success.

• The a lot chart is crucial for success, as it helps set up influence down the road.