It was great to receive this feedback after a recent sales training program, the first part conducted as a remote training session and the second part as an in-person workshop in Melbourne:
Hey Stuart!
Just thought I’d send across a quick message and give you an update. Both Andrew and I have used your SOX strategy this morning and we booked a meeting each within 10 minutes. We made sure to really engage with the prospect by asking more relevant questions and we couldn’t be more thankful for your help!
And more feedback a few weeks later…
Since the workshop, we’ve really focused on nailing down the story aspect and had my recent prospect actually mention to me they were in sales for a long time and was convinced solely by my tone and pitch and that got it over the line! So your training has helped tremendously, I really appreciate it.”
– Robert Verdugo
Robert and Andrew were part of a team of Sales Development Reps (SDR’s) who adopted my highly effective yet simple methodology for creating meaningful sales conversations.
As a result they quickly increased their ability to achieve more targeted outcomes from their outbound calls.
The secret of creating highly effective sales conversations is to use a logical yet ‘conversational’ format based on asking a series of pre-planned questions.
Asking questions. Sounds simple. You’ve probably heard this before.
But it’s all about how you do it
As I explain to clients, many sellers create confusion or uncertainty instead of creating forward momentum because they don’t create a logical path for the sales conversation.
As a result they can easily leave the prospect a little bewildered, wondering ‘What does this all mean?’ and ‘Does this person really understand my needs?’. Ultimately they’re judging the seller and thinking ‘Can I trust them?’
These ineffective sellers fall victim what I call the “Pinball Effect”, whereby they ask lots of questions, yet they bounce around topics and create a cloud of fragments. Even though the seller may eventually get to ask the questions they want, in doing so they miss the opportunity to triangulate the prospects answers and to create a smooth-flowing conversation.
Even worse is when the seller tries to take a “consultative” approach (with good intentions but often naively applied) and asks lots of questions but does it in a way that comes across as more of an interrogation than a professional problem-solving conversation.
Using the S.O.X strategy
Robert and Andrew started using the S.O.X. Question Framework which has been proven to quickly give sellers the right questions and the right structure to confidently hold effective sales conversations that quickly get results.
But the real secret to the S.O.X. strategy is that it creates a deep conversation with the client to really understand what matters for them. And in doing so it establishes rapport and quickly builds trust in the seller.
Using sales stories
Another important component of an advanced strategy for effective sales conversations is to use sales stories as a way of establishing authority and credibility with clients (or prospects) without being pushy or coming across as “blowing your own horn”.
There are opportunities to use sales stories at many points during a sales conversation, such as responding to when a prospect or gatekeeper asks, ‘What do you do?’ before connecting the seller with the contact. A story can also succinctly communicate the financial benefit or ROI that a client could achieve, or explain the origin of the sellers company in an authentic and relatable manner.
For more information
To find out more about the S.O.X. Question Framework, the Pinball Effect, how to create and use sales stories and other factors that contribute to creating highly effective sales conversations you’re welcome to contact us for a confidential complimentary initial consultation.
Below: You can also listen to Stuart Ayling presenting live at a business event explaining the S.O.X. strategy, the Pinball Effect and the Expert Gap.
(Click the play button or select the ‘Listen in Browser’ option)
