The ONLY Sales Strategy You Need to Know

Summary

The video script outlines a strategic approach to sales known as Game Plan Selling DSP, emphasizing three key components: distinction, systematic selling, and a prospecting playbook. The presenter advocates for a distinct sales approach that stands out from competitors by breaking typical sales patterns, such as avoiding standard greetings and instead using personalized and engaging language. Systematic selling involves a repeatable and proven process that includes connecting deeply with prospects, disqualifying unsuitable leads, and utilizing a constant feedback presentation to maintain a dialogue. Lastly, the prospecting playbook focuses on setting a specific number of discovery appointments as the primary metric for success, and suggests that asking for introductions from existing clients is the most effective way to generate new meetings. The presenter encourages viewers to engage with the content and offers a free eBook for further guidance.

Takeaways

• 📈 **Data-Driven Approach**: The speaker emphasizes the importance of following data and results rather than relying solely on the advice of sales 'gurus' to determine effective sales strategies.
• 🎯 **Game Plan Selling DSP**: The ideal sales strategy is outlined as the Game Plan Selling DSP, which focuses on being distinct, systematic, and having a prospecting playbook.
• 🔍 **Being Distinct**: To stand out from the competition, one must be the opposite of typical salespeople, using pattern interrupts to break away from standard sales approaches.
• 📞 **Effective Opening**: Using a different opening, such as 'How've you been?' instead of 'How are you doing today?', can increase the likelihood of scheduling a meeting significantly.
• 🤝 **Building Genuine Connections**: Connecting with prospects on a deeper level by mirroring their communication style and approach can lead to more effective sales interactions.
• ❌ **Disqualification Mindset**: Instead of persuading every prospect, the strategy involves disqualifying those who are not a good fit, which can make the salesperson seem less desperate and more selective.
• 🔁 **Constant Feedback Presentation**: A systematic approach to presenting involves giving a little information and then seeking immediate feedback, creating a dialogue rather than a monologue.
• 📅 **Prospecting Playbook**: Having a consistent set of prospecting activities is crucial for maintaining a steady flow of new business opportunities.
• 📈 **Tracking Discovery Appointments**: The key metric for sales success is the number of initial meetings or discovery appointments set each week, which should be the primary focus for salespeople.
• 💡 **Leveraging Introductions**: The most effective prospecting activity is asking for introductions from existing clients or contacts, which can lead to exponential business growth.
• 📚 **Educational Resources**: The speaker provides additional resources, such as a free eBook, for those interested in further improving their sales strategies and goals.

Q & A

What is the ideal sales strategy mentioned in the video?

The ideal sales strategy mentioned is Game Plan Selling DSP, which stands for Distinct, Systematic, and Prospecting Playbook.

What does 'Distinct' mean in the context of sales strategy?

Being 'Distinct' means to be perceived as different from the competition and unlike anyone else, by breaking typical sales patterns and standing out from other salespeople.

How does being systematic contribute to the sales strategy?

Being systematic involves having a repeatable, effective, and proven approach to selling that ensures consistency and predictability in the sales process.

What is a prospecting playbook and why is it important?

A prospecting playbook is a list or set of prospecting activities that are followed regularly to help achieve sales goals. It's important because it provides a consistent and structured approach to finding new business opportunities.

What is a pattern interrupt and how does it help in sales?

A pattern interrupt is a technique to break the typical patterns that both salespeople and prospects fall into during sales interactions. It helps by making the sales approach unique and unexpected, which can pique the prospect's interest.

How does the speaker suggest starting a sales call differently?

The speaker suggests starting a sales call with 'Hey [Name], [Your Name] calling. How've you been?' This approach is said to increase the likelihood of scheduling a meeting by six and a half times compared to traditional greetings.

What is the significance of asking for introductions instead of referrals?

Asking for introductions is more effective because it's a genuine request that leverages the trust and relationship with existing clients or contacts. It's less guarded and more personal than asking for referrals, which can sometimes be seen as pushy or transactional.

How does the speaker suggest responding when a prospect asks 'Why should I do business with you?'

The speaker suggests responding with uncertainty and a willingness to ask questions first, such as 'You know what, [Name]? I really appreciate your asking me that question, and quite frankly, at this point in the conversation, I'm not sure that you should. Would it be okay if I ask some questions to find out what's really going on and then I could tell you if I think that we're a better fit.'

What is the key metric that salespeople should focus on according to the video?

The key metric that salespeople should focus on is the number of discovery appointments or initial meetings with new prospects. This metric is critical as it directly correlates with achieving sales goals.

What is the importance of mirroring the prospect's behavior during a sales interaction?

Mirroring the prospect's behavior helps to establish a connection on a deeper level by making the prospect feel less guarded. It involves subtly matching the prospect's tone, pace, and energy to build rapport and trust.

How does the speaker define a 'constant feedback presentation'?

A 'constant feedback presentation' is a method of presenting where the salesperson shares a bit of information and then immediately seeks feedback from the prospect. It involves asking questions like 'Does that make sense?' or 'How does that sound?' to keep the conversation interactive and ensure the prospect's engagement.

Why is it beneficial to disqualify prospects that aren't a good fit?

Disqualifying prospects that aren't a good fit helps the salesperson to focus on high-quality leads that are more likely to convert. It also positions the salesperson as selective and less desperate for any business, which can increase their perceived value and credibility.

Outlines

00:00

🔍 Discovering the Ideal Sales Strategy

The speaker discusses the confusion that can arise from the multitude of sales approaches and shares their journey towards finding a data-driven, effective sales strategy. They introduce the Game Plan Selling DSP, emphasizing the importance of being distinct, systematic, and having a prospecting playbook. The strategy involves standing out from the competition, having a repeatable and proven sales approach, and regularly engaging in prospecting activities to meet sales goals. The speaker also touches on the concept of a 'pattern interrupt' in sales conversations to differentiate from typical sales pitches.

05:02

📈 Systematic Selling and Human Connection

This paragraph delves into the systematic aspect of the sales strategy, which includes connecting deeply with prospects, disqualifying unsuitable leads, and employing a constant feedback presentation. The speaker stresses the importance of genuine human connection, which they argue is a key advantage over artificial intelligence in sales. They also discuss the concept of disqualifying prospects that are not a good fit, portraying a stance of not being desperate for business but selective about the right fit. Additionally, the constant feedback presentation technique is introduced to foster a two-way dialogue rather than overwhelming the prospect with information.

10:05

🎯 The Power of a Prospecting Playbook

The paragraph focuses on the third leg of the sales strategy stool, the prospecting playbook, which is critical for maintaining a consistent sales performance. The speaker argues that most salespeople experience fluctuating sales cycles and emphasizes the need for a playbook to ensure regular prospecting activities. They discuss the key metric of discovery appointments and how understanding this metric can help in planning the necessary activities to meet sales targets. The speaker encourages salespeople to determine the number of initial meetings required weekly to hit their sales goals and to focus on activities that will generate those meetings.

15:08

🌟 Leverage Your Network for Introductions

In the final paragraph, the speaker highlights the most effective prospecting activity: asking for introductions from the existing network. They advise against using the term 'referral' due to its overuse and ambiguity, instead suggesting a genuine request for an introduction to potential clients similar to current clients. The speaker provides a script for asking clients for introductions in a non-intrusive manner, which can significantly grow the business by leveraging relationships. They conclude by inviting feedback from viewers on which ideas they found most useful and promoting a free eBook on crushing sales goals.

Keywords

💡Game Plan Selling DSP

Game Plan Selling DSP is the central sales strategy discussed in the video. It stands for a cohesive strategy with three key components: Distinct, Systematic, and Prospecting Playbook. The strategy emphasizes the importance of standing out from the competition, having a repeatable and effective sales process, and following a regular set of prospecting activities. It is the framework that the speaker uses to guide salespeople towards success.

💡Distinct

Distinct refers to the need for a sales approach that differentiates oneself from competitors. In the video, the speaker advises against using typical sales tactics and instead encourages a unique approach that captures the prospect's attention. An example given is starting a sales call with 'How've you been?' instead of a standard greeting, which is said to increase the likelihood of scheduling a meeting.

💡Systematic

Systematic in the context of the video means having a structured, repeatable, and proven method for selling. It involves connecting with prospects on a deeper level, disqualifying those who are not a good fit, and using a constant feedback presentation to ensure a two-way dialogue. The speaker stresses the importance of a systematic approach to increase the effectiveness and predictability of the sales process.

💡Prospecting Playbook

The Prospecting Playbook is a set of planned activities aimed at generating new business opportunities. It is one of the 'three legs of the stool' in the Game Plan Selling DSP. The speaker highlights the importance of having a regular and consistent approach to prospecting and emphasizes that the key metric to track is the number of discovery appointments set.

💡Pattern Interrupt

Pattern Interrupt is a technique used to break the typical interaction patterns that prospects are accustomed to with salespeople. By doing something unexpected, like asking 'How've you been?' instead of a standard greeting, the salesperson can pique the prospect's interest and avoid an immediate guarded response. It's a way to stand out and engage the prospect more effectively.

💡Discovery Appointments

Discovery Appointments are the initial meetings with new prospects that are crucial for sales success. The video emphasizes that tracking the number of these appointments is the key metric for salespeople. It's the primary goal to aim for, as it directly correlates with hitting sales targets. The speaker provides an example calculation to determine how many such meetings are necessary to meet sales goals.

💡Connecting

Connecting in the video refers to the ability to establish a rapport with prospects on a personal level. It's about mirroring the prospect's communication style to make them feel more at ease. The speaker suggests that this human connection is a key advantage over artificial intelligence in the sales process and is a critical component of the systematic approach to selling.

💡Disqualification

Disqualification is the process of identifying and dismissing prospects who are not a good fit for the product or service being sold. The speaker argues that instead of trying to persuade every prospect, it's more effective to focus on those who are truly a good match. This mindset shifts the sales approach from being desperate for business to being selective and confident about the value provided.

💡Constant Feedback Presentation

A Constant Feedback Presentation is a method of presenting information to prospects and immediately seeking their feedback. It transforms the sales pitch into an interactive dialogue, making the prospect feel involved and reducing the chance of them becoming overwhelmed with information. The speaker illustrates this with the technique of asking questions like 'Does that make sense?' after presenting a point.

💡Introductions

Introductions are requests made to existing clients or contacts to connect the salesperson with other potential clients who could benefit from their product or service. The video suggests that asking for introductions is more effective than asking for referrals, as it is seen as less transactional and more about building genuine relationships. It's a strategy for growing the business through leveraging the network.

💡Sales Goals

Sales Goals are the specific targets set by salespeople to measure their performance and success. The video discusses strategies for achieving these goals, such as focusing on the number of discovery appointments and using a systematic approach to selling. Sales goals are important as they provide a clear direction and motivation for sales activities.

Highlights

The ideal sales strategy is Game Plan Selling DSP, which is a cohesive strategy with three key components: being distinct, systematic, and having a prospecting playbook.

To be distinct, salespeople should be the complete opposite of the competition and use a pattern interrupt to break typical sales patterns.

A powerful opening conversation can increase the likelihood of scheduling a meeting by six and a half times.

Using a genuine and non-pushy approach to answering why a prospect should do business with you can make a salesperson stand out.

Being systematic in sales involves a repeatable and proven system, which includes connecting deeply with prospects, disqualifying unsuitable leads, and providing a constant feedback presentation.

Mirroring a prospect's behavior and tone can help establish a genuine connection and make them feel less guarded.

Disqualifying prospects that aren't a good fit is a proactive approach that positions the salesperson as not desperate for business.

A constant feedback presentation turns the sales pitch into a dialogue by seeking immediate feedback from the prospect.

A prospecting playbook is essential for maintaining a consistent sales performance throughout the year.

The key metric for sales success is the number of discovery appointments or initial meetings with new prospects.

Understanding the exact number of meetings needed weekly to hit sales goals provides a clear target for sales activities.

The most effective prospecting activity is asking for introductions from existing clients or network contacts.

Asking for introductions rather than referrals leverages the trust and relationships within a salesperson's network.

A genuine request for introductions can lead to exponential business growth by leveraging existing relationships.

The speaker offers a free eBook with 25 Tips to Crush Your Sales Goal for further guidance.

Engagement through comments and subscribing to the channel is encouraged for ongoing learning and insights.

Transcripts

Do you ever get overwhelmed by

the competing ideas out there on selling?

You ever say to yourself,

which of these approaches actually works?

Well for years I said that same thing

and that's why I started to follow

what the data said, what results said

as opposed to just what some guru told me.

And that's what led me to the ideal sales strategy.

In this video I'm going to show you

the only sales strategy you need to know.

Check it out.

So the only sales strategy you really have to know

is the Game Plan Selling DSP,

which is something that I've written about for years

and it's really one cohesive strategy

with three key legs to the stool,

and those legs are where the DSP comes from.

We need to be distinct, so we need to be perceived

as unlike the competition, as unlike anyone else.

We need to be systematic.

We need to have that repeatable,

effective, proven approach to selling.

And then we have to have that prospecting playbook,

that list or that set of prospecting activities

that we're following on a regular basis

that we know is going to help us

ultimately hit our sales goals.

And so when we break it down into the three areas,

I'm gonna give you just a quick surface-level overview

of how we would look at each of those areas.

So the first piece is that we need to be distinct.

We need to be the complete and

total opposite of everyone else.

And so what this often makes me think of is

what my dad used to tell me about business.

He used to say, Marc, if you want to be successful

in sales and in business, what you want to do

is identify where everyone is marching,

the direction that everyone's going

and then once you know exactly where they're going,

I want you to go the exact opposite way.

I want you to do the exact opposite.

And I thought to myself at the time,

man, that's kind of weird,

but now that I've gotten to see what works

and what doesn't work, I understand now

that we need to be the distinct opposite

of what all the other salespeople are doing.

Because just think, right,

when you are watching this video

your competitors are calling on your prospects,

and how do you think they're starting the call?

They're starting the call with some version of

hey George, how are you today?

Or they're going in and they're pitching their product

and services and then talking about

all the features and benefits that they have.

And so what we need to do is start to think about

how can we have an approach that really is

the complete opposite of what they're doing?

And that's what leads us to this idea

of having a pattern interrupt.

We need to break the pattern at every single step.

And so what pattern interrupt basically means

is that there are typical patterns that we go into

and as a result, that the prospects go into.

And so what we want to do is avoid those typical patterns

that this average salesperson goes into,

so that way the prospect go into that pattern either.

So let me give you an example of an opening conversation,

the actual start to the conversation,

just the first couple of seconds of how most sales people

are starting their call, right?

So they're getting on the phone with a prospect

and they're saying, hey Sarah, how are you doing today?

Some version of that.

And what we see is that that's immediately creating

a patterned response on the part of the prospect.

The prospect is naturally gonna want to do what?

They're gonna want to move back because they're like,

ugh, this is such an obvious salesperson, right?

And so what we want to do is have an approach

that really breaks that pattern

in a powerful yet simple way.

And so here's the opening that

I would suggest that you use, and I'll tell you

just a little bit about the data

in a second on the backside of this.

Better responses.

Hey Sarah, Marc Wayshak calling.

How've you been?

Now timeout.

What was different between those two openings?

You'll notice that there was a difference in language,

which we'll explore in just a second,

but there was also a big difference in tonality

and approach and the feel that the prospect is going to get.

Now, the other difference of course is

there was different language changes.

I mentioned my name.

I made it seem like maybe they should know who I am,

but I didn't pretend like we went to college together,

but I made it seem like, eh, should I know this person?

And then I said, how have you been?

Now the data shows, very recent data shows,

that when you start calls with how have you been,

you have actually a six and a half times higher likelihood

of actually scheduling a meeting as a result of that call.

Six and a half times.

It's a different approach than many of us have used before

but starting with how have you been

has a huge increase in effectiveness.

And what it's doing is it's breaking the pattern,

because they're saying to themselves, how have you been?

Do I maybe know this person?

Do I not?

It's not manipulative, but it's just a little bit different.

It's a little bit distinct in a way that gets the prospect

saying, hmm, yeah maybe I'll give them 20 seconds.

Another example of distinction through

really a pattern interrupt is

the response to the age-old question of,

why should I do business with you?

Right?

If you've been in sales for long enough

you've had a prospect say, so why should we work with you?

Or, why should I do business with you?

Now again, typical prospect response

would be something along the lines of

well, we do this, or we do that,

or we're this great, or we're awesome,

or we're the best, or we have the best service,

or you get me, right?

You get all of these typical responses

that are kind of cheesy and your prospect is already

going to have expected that, right?

They expect you to go into that tap dance mode,

that hey we're gonna dance for you

and show you how great we are.

Instead, a way to break that pattern is through

a completely different approach to answering that question.

So next time a prospect says,

"Why should I do business with you?"

I challenge you to say the following.

You know what, George?

I really appreciate your asking me that question

and quite frankly, at this point in the conversation

I'm not sure that you should.

Would it be okay if I ask some questions

to find out what's really going on and then

I could tell you if I think that we're a better fit.

Timeout.

Now what did I do?

I answered in a way that's a complete pattern interrupt.

They expected me to push at them.

They expected me to put all this pressure on

and instead I took a step back.

I said hey, you know what?

I'm not sure that you should do business with me.

How real is that, how genuine?

It's so much more effective because what you're doing

is you're taking all that pressure off of the prospect

in a way that really makes them think,

wow, this person's an expert.

They're obviously successful, because they're not saying

that I need to do business with them.

I'm so used to people saying that.

And so as a result, you are setting yourself up

for a lot more success in a way that makes you

completely distinct from the competition.

Now the next part of this sales strategy is

being systematic.

We said you have to be distinct, systematic,

and then have that prospecting playbook.

And those are the three legs of the stool.

And this piece is all about being systematic.

It's all about having a repeatable

yet proven system for selling.

And so when we look at how can

we have a systematic approach, and what are

the key components to having that systematic approach?

It's really just three important phases.

The first is that we need to connect with prospects

on a level that is going deeper

than what they're typically expecting.

Now one of the reasons that human beings

are going to be more effective than artificial intelligence

or other machines at selling for a long time to come

is the ability to connect.

When we can connect with prospects

on a level that is not guarded,

not, uh I need a little space,

we are immediately inviting them to open up.

And so what we need to think about

is how can I connect with the person in front of me?

How can I connect with the person on the phone?

And one of the most simple ways to truly connect,

again thinking from a high level here,

is to really effectively mirror

what the prospect is doing and saying,

and not in a robotic way but

thinking of yourself a little as a chameleon,

a little bit getting to their level of approach.

How do they come across?

What's their vibe?

How quickly do they speak?

How loud are they?

And starting to just slightly match that approach.

And so again, I'm not talking about

huge changes in your personality here,

but what I'm saying is that if you're taking

to a prospect who answers the phone and says,

"Hey, Marc Wayshak here,"

I want you to also raise your voice to that level.

On the other hand, if you're taking to a prospect

who sounds something more like,

"Hello, this is Marc,"

I also want you to come down a bit.

You're not gonna suddenly say hi, this is nice to meet you,

but instead it's hey, Marc, great to connect with you.

Right?

It's just a lower tonality and that's how we're

connecting with prospects in a meaningful way.

Now we can go a lot more deeply into this.

This is a big topic, this idea of connecting,

but really matching our prospects and mirroring them

in a way that makes them feel immediately less guarded,

that's the first step to really getting through.

Now the next step to really being systematic

is to have a disqualification approach,

is to disqualify prospects that aren't a good fit.

In fact, I use the term disqualify for every prospect.

Right?

We've all heard that we need to qualify prospects

or persuade them to do business with us,

what I'm saying is that we're going the opposite way.

I want to use a mindset and an approach that's thinking,

you know what?

I'm going to disqualify people that aren't a good fit.

And through that process of asking questions

and understanding that realistically only about 50%

of the people that I talk to are really a good fit,

I'm now coming across as I don't need this business.

I'd like it, I'd love to work with people

that are a great fit, but I don't need it.

And so if you think back to that earlier role play

of the why should I do business with you,

it's just an extension of the disqualification mindset

where we're asking questions to understand

is this person a fit?

So we're not going in with the goal of really

getting it to be a fit, but instead

just determining whether this is a fit.

And if it is, then that leads to the last piece here,

which is the constant feedback presentation.

The constant feedback presentation is very simple,

but we want to remember that when

we actually are presenting, we don't want

to bombard people with information.

We don't want to throw up all over them.

And instead, we really want to make it a two-way dialogue.

And so the constant feedback presentation is simply this,

you are going to be presenting a little bit of information

and then you're gonna be getting some feedback

immediately back from the prospect.

And again, this concept is much deeper

than just what we're talking about,

but I just want to give you that high level,

which is let me show you one thing

that we're going to do differently.

You show them that and then you say,

"So, how does that sound?"

Or, "Does that make sense?"

And what you're doing is you're constantly getting feedback

by asking these little questions of,

does that make sense based on what I just said?

And you're pulling them back into the conversation.

So the conversation becomes that real two-way dialogue

and it's just back, forth, back, forth,

as opposed to me just throwing up

hours of content all over the prospect.

Does that make sense?

See what I did?

It's so powerful, so simple, and it just naturally

makes someone say, yeah okay.

The last component of this sales strategy

of the Game Plan Selling DSP

is having your prospecting playbook.

It is the third leg of the stool.

And it is so important, because again

most salespeople are going up and down,

up and down each month, right?

So they're some months that are good

and then they get busy because they had a good month,

and so they're not doing as much prospecting

and so then as a result, next month business is slower.

A prospecting playbook is all about understanding

exactly what you have to do in order to hit

your sales goals from a prospecting perspective.

What I'm going to focus on in this video is understanding

the only metric that you really need to know.

And there's really only one metric that most salespeople

actually have to hold themselves accountable to,

and that one metric is discovery appointments.

Discovery meetings, meetings, initial meetings,

whatever the word you want to use,

but it's those first meetings with a new prospect.

That is the only metric that you need to track

is how many meetings, how many initial meetings

do I have to set each and every week?

If I set this many meetings on average,

I'm going to hit my sales numbers.

That is the one metric that we need

to hold ourselves accountable to.

And so then you can of course work backwards from there.

So let's just think about the math for a second.

Think about what your sales goal is

for the next month.

About how many discovery meetings do you have to conduct

on average in order to hit that goal?

So maybe it's five, maybe it's 10,

maybe it's 50, maybe it's 100, I don't know.

It just totally depends on the type of business

that you're in and the type of sales and

the size of sales that you actually make.

Understand exactly what that metric is

and own that number and live by that number.

So let's say just for example,

your goal is that you need to set

10 initial meetings each and every week.

So that means two meetings every day.

And so as a salesperson, I'm saying to myself,

I don't leave the office until I've set

my two meetings every single day.

If that becomes my focus, now all I have to think about is

well, what activities go into generating those meetings?

And then I've got to do that activity

whether it's making cold calls,

or asking for referrals and introductions,

or going to networking events,

or getting more marketing leads.

Whatever it is, I now know exactly what

those activities have to look like

in order to hit that one metric.

And so having said that,

now that we understand that it is most important

to know exactly how many meetings

we have to have each week, now the question is

what are some of the best activities

that we can do in order to drive those meetings?

And the most effective prospecting activity

that we can really conduct is asking for introductions.

And so what that means is asking people in our network,

prospects, clients, people that we know,

for introductions to other people just like themselves.

So let's just say it's asking your clients.

Hopefully you already have some kind of a client base,

and so are having conversations with your clients

where you're sitting down with them and you're asking them

if there are any other people that they know

that might potentially be a fit for your product or service?

And then digging into that conversation

and asking them if they'd be willing

to introduce you to those people.

Not asking for a referral.

There's a reason we don't ask for referrals anymore.

People are kind of guarded about referrals,

it's a buzzword-y phrase and

it's not clear what it really means.

What we want is we want introductions.

We want that client to introduce you

to that person that they know.

And so by asking for introductions in a way

that's not sleazy or uncomfortable but just genuine,

something that sounds like this,

George, I could use your help.

The way I grow my business is by servicing

the heck out of my clients so that way

at the end of the day they'd be willing to introduce me

to others just like themselves,

people that I could really help.

I'm wondering, would you be willing to introduce me

to some other people that you think

that I might be able to help?

Now if you need to rewind this video and go back

and listen to exactly what I said

and just script out that exact phrase, then do so.

It's so simple, it's so powerful,

but by asking for those introductions,

you are going to see yourself grow this business

exponentially in a way that it's just leveraging

the existing people you already have.

So there is the only sales strategy you need to know.

I want to hear from you.

Which of these ideas did you find most useful?

Be sure to share below in the comments section

to get involved in the conversation,

and if you enjoyed this video then I have

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