The Preapproach

Lexia Knight

8 Apr 202006:41

Summary

TLDRThe 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.

Outlines

00:00

📊 Importance of Pre-Approach Method in Sales

The speaker introduces the concept of the pre-approach method in sales, emphasizing its importance in preparing for presentations. They explain that completing a pre-approach the night before a presentation puts you in the top 20% of salespeople, while those who don't prepare are part of the bottom 80%. The pre-approach involves research on the client and company through social media to gather insights that can help build rapport. The speaker highlights the importance of customizing value propositions to each client instead of using standardized approaches and stresses the use of metrics to convey the impact of solutions offered. Critical questions, advance planning, and uncovering hidden client needs are all part of the process, along with crafting a detailed agenda. They caution against procrastination or 'winging it,' which leads to poor results.

05:00

💼 Applying Pre-Approach in Job Interviews

The speaker shares a personal experience to illustrate how the pre-approach method can be applied in job interviews. They recount preparing for an interview with Sun Tan City by researching the manager via social media, which helped create a personal connection during the conversation. Additionally, the speaker stresses the importance of asking thoughtful questions during the interview to show genuine interest. They also mention how presenting one's value to the company is essential. By using the pre-approach method correctly, they assert, one can increase their chances of success in interviews, making a lasting impression and potentially leading to greater opportunities, like financial gain in sales.

Mindmap

Keywords

💡Pre-Approach

The pre-approach refers to the preparation work a salesperson does before meeting with a client. In the video, it is described as the process of gathering information and planning an encounter. The speaker emphasizes that doing this the night before a presentation can place you in the top 20% of salespeople.

💡Encounter Planning

Encounter planning is the structured approach to preparing for a client meeting. It involves steps like researching the client, developing a value proposition, and calculating potential advances. This method ensures a more thoughtful and targeted approach during a sales presentation, as outlined in the video.

💡Research

Research in this context means gathering detailed information about the client and the company before a sales presentation. This can include personal details like where the prospect is from or their interests, which can help foster rapport. In the video, social media is recommended as a resource for this step.

💡Value Proposition

A value proposition is a clear statement of the benefits a company can offer to its clients. The video stresses the importance of tailoring this to the specific needs of each client, rather than using a generic pitch. A strong value proposition includes measurable benefits, such as increasing sales or reducing costs.

💡Metrics

Metrics refer to quantifiable measures that are used to demonstrate the impact of a solution offered to a client. In the video, the speaker explains that metrics should be included in the value proposition to show exactly how much something like sales or efficiency will improve, giving the client a clear sense of benefit.

💡Critical Questions

Critical questions are strategic inquiries designed to make the client think deeply about their needs and how the salesperson can provide solutions. The speaker highlights the importance of preparing these questions in advance to demonstrate care and expertise, helping uncover potential new needs.

💡Advances

In sales, advances refer to the actions a client takes that move the sales process forward. The video suggests calculating both the maximum and minimum advances to set expectations and keep the meeting focused. This helps guide the conversation towards productive outcomes.

💡Target Area

The target area is the range of outcomes or goals a salesperson hopes to achieve during the sales presentation. By understanding the minimum and maximum advances, the salesperson can aim for a result that falls within this target area. The video discusses how aligning questions and strategies to this area leads to better outcomes.

💡Uncovering Needs

Uncovering needs involves asking insightful questions that reveal problems or desires the client may not have initially realized. The video mentions that sometimes clients aren’t aware of all their needs until these questions are posed, allowing the salesperson to offer even greater value.

💡Agenda

The agenda is the plan or schedule of activities during the client meeting. The video encourages salespeople to organize their questions and points in a way that flows logically during the encounter. Setting a clear agenda helps ensure all critical points are covered and that time is used efficiently.

Highlights

The pre-approach method is crucial for being in the top 20% of salespeople, as the bottom 80% fail to prepare in advance.

The encounter planning period begins with researching both the client and the company, utilizing social media to gather personal information that can aid in building rapport.

A key aspect of the value proposition is to specialize it for each client rather than using a standardized approach, which differentiates top salespeople.

Including metrics in the value proposition is important, indicating specific outcomes such as increasing or decreasing key performance indicators for the client.

Asking critical questions that challenge the client and prompt deeper thinking is a vital part of encounter planning.

Planning advances involves setting both maximum and minimum actions you expect from the client to ensure steady progress toward your objectives.

Uncovering needs that the client may not be aware of demonstrates deep understanding and care, enhancing the salesperson’s value in the eyes of the client.

Creating an agenda for the presentation is the final step, structuring the meeting to cover all prepared questions and objectives.

Time investment in pre-approach is essential, regardless of how long it takes, as thorough preparation distinguishes top performers.

A personal example of using the pre-approach in an interview shows how researching the interviewer can help make a memorable impression.

Employers appreciate well-thought-out questions during interviews, demonstrating genuine interest and preparation.

Identifying the value you bring to a company is crucial in personal selling during interviews and presentations.

Top salespeople focus on building personal connections through tailored conversations based on prior research.

Proper pre-approach planning before every presentation can significantly boost a salesperson’s success rate and financial earnings.

Failing to prepare the night before a presentation often results in underperformance, as clients can easily recognize when someone is 'winging it.'