Identify a need or challenge

- [Man] You start with a hook in terms of what they really care about. And then could you spell out a few of the pieces that come after that? - [Woman] Well, sure. First, you want to get attention. So you want to start with something positive, what's the dream? What's the goal? And then the next step is to ask yourself, what's in the way of that goal? What's the roadblock? What's standing in the way? And then what you're doing is you're leading them to understand that there's a need or problem so now you can bring in your recommendation. Because here's what we learn in sales training, until someone recognizes that there is a need or a challenge, they don't have any reason to buy or to act. So we really need to paint a picture of that need or that current situation. Only then are they open to hearing your solution. And then you need to talk about the benefits to them not to you. - [Man] Mm hmm. - [Woman] Here's what will gain, we'll be more productive, we'll reduce time, we'll be compliant with our paperwork, our customers will be happier. What are the benefits that that manager cares about? And then here's the thing that people need to know, you need to give them the overview or the agenda, and then save the details for the middle. So if I go back to what I said about not getting to the point. I've seen a lot of people start with details. And when you start there, you get lost. - [Man] Right. - [Woman] So in my book, I have a picture of a speech sandwich. And so if you think of a sandwich, let's say a Kaiser roll, the top of the bun and the bottom of the bun are probably the same dimensions, but the thick part is the middle. So I always say keep the meat for the middle. Save your details for the body, not the beginning. - [Man] Mm hmm. Yes. And so I'm also curious to hear a bit about... You talk about you have to show a need or challenge or problem, and I'm thinking about you know, selling from pain, it's said to be often work better, a painkiller versus a vitamin, so they say. - [Woman] Yes (chuckles) - [Man] Sells better. So I'm wondering if things are already going pretty well, and you've got an idea for making things go, you know, even weller, better? How do you think about that with regard to painting it as there is a barrier or obstacle or need when it's like no things are going great, and we're going to make it even better? - [Woman] Well, that's it. It's raising the bar, it's being even better. So, you know, we're doing great, we're really crushing it. However, it's just a matter of time before our competitors can do the same. Or it's just a matter of time before this gets old. We know today you have to continually innovate. And I'm seeing a trend or I see an opportunity that I'd like to talk about to you. - [Man] Mm hmm. - [Woman] So, you know, people understand, if they're innovative, that times are changing, you have to move quickly. You have to be nimble. So that's really the issue. You know, we're great. We cannot afford to sit on our laurels right now we're, you know, crushing it, but we've got to be nimble. So here's what I'm seeing as the next step.