The Preapproach

Summary

The video discusses the importance of the 'pre-approach' method in sales, a preparation process done the night before a presentation. It emphasizes that proper preparation can place salespeople in the top 20%, while the bottom 80% fail to plan. Key steps include researching the client, creating a personalized value proposition, asking critical questions, calculating possible outcomes, uncovering hidden needs, and crafting an agenda. By preparing effectively, salespeople can significantly improve their chances of success. The presenter also shares a personal experience to illustrate the effectiveness of the pre-approach.

Takeaways

• 💼 Pre-approach method involves preparing the night before a presentation to place yourself in the top 20% of salespeople.
• 🔍 The first step in pre-approach is research, gathering information about the client and your company using social media.
• 💡 Personalized value propositions are key. Standardized ones are used by the bottom 80%, but top 20% tailor them to the specific client's needs.
• 📊 When presenting a value proposition, include a metric that shows how your offering will impact the client's goals.
• ❓ Develop critical questions that will make the client think deeply about their needs and your offering.
• 🎯 Calculate advances, which are actions the client takes to move forward, and set a minimum and maximum target for these actions.
• 💭 Uncover hidden needs by asking the right questions and presenting new solutions that the client may not have realized they needed.
• 📅 Create an agenda to plan out how the meeting will flow, including when to ask key questions.
• ⏳ Time management is crucial, but disregard the time it takes to prepare thoroughly the night before the presentation.
• 📝 Personal experience examples, like researching an interviewer before a job interview, can make a strong impression and help build rapport.

Q & A

What is the pre-approach method and why is it important?

The pre-approach method is a preparation process that involves gathering information and planning before a sales presentation. It is important because it places you in the top 20% of salespeople who effectively prepare, while the bottom 80% do not.

What is the first step of the encounter planning period?

The first step is research. You need to gather information about your client and your company, which can be done through social media and other sources. This information helps create a personal connection during the sales conversation.

Why is it important to tailor your value proposition to each client?

Tailoring your value proposition is crucial because it shows that you understand the client's specific needs. Standardized propositions are less effective and are what the bottom 80% of salespeople use.

What should a good value proposition include?

A good value proposition should include how your company can help the client, the benefits for the client, and a metric that quantifies the impact, such as an increase in sales or a decrease in time to complete tasks.

What are critical questions and why are they important in a sales presentation?

Critical questions are insightful questions you prepare for the client. They are important because they make the client think deeply about their needs and show that you have a strong understanding of their business.

What does 'calculate your advances' mean in the context of encounter planning?

Calculating your advances means determining the actions or steps your client needs to take during the sales process. You should identify both the maximum and minimum advances you're aiming for to guide the conversation toward these outcomes.

How can you uncover hidden needs during a sales presentation?

You can uncover hidden needs by asking thoughtful questions that go beyond what the client initially presents. This shows that you care about understanding their business on a deeper level.

What is the final step in encounter planning?

The final step is to create an agenda for the meeting. This includes planning the sequence of questions, topics to cover, and ensuring that the conversation flows smoothly toward your target outcomes.

Why is it important to complete the pre-approach the night before the presentation?

Completing the pre-approach the night before ensures you are well-prepared and focused. The top 20% of salespeople take this time seriously, while the bottom 80% may neglect preparation and try to 'wing it' the next day.

How can the pre-approach method be applied to job interviews?

The pre-approach method can be applied to job interviews by researching the interviewer, preparing personalized questions, and understanding how you can add value to the company. This preparation helps you stand out and creates a more meaningful connection with the employer.