Estrategia de Ventas B2B para citas de ventas efectivas - [El Acuerdo Previo] — Transcript

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1. 0:00Hello, how are you? I'm Dan Macias from
2. 0:02Sandler, and it is a tremendous
3. 0:03pleasure to have you here with me for
4. 0:05this free course. Let me tell you a
5. 0:07little bit about us, in case you don't
6. 0:09know Sandler. Sandler is the largest
7. 0:10management and sales training company
8. 0:12in the world. We train a large portion
9. 0:16of Fortune 500 companies and thousands
10. 0:18of SMEs globally, and we help them
11. 0:20increase their sales by 30 to 300%
12. 0:22annually. Obviously, it requires a lot
13. 0:26of discipline, good judgment, and doing
14. 0:29the work, right? So, in this free
15. 0:31course, which I welcome you to once
16. 0:33again, the dynamic is as follows. A few
17. 0:36videos will be arriving in your email
18. 0:38inbox, so please keep an eye out for
19. 0:40them. Sometimes it takes us a day to
20. 0:43send you the second one, sometimes two
21. 0:45days. So, be patient, take advantage of
22. 0:48this first video, study it, implement
23. 0:51it, and in a day or two, we’ll be
24. 0:53back in your inbox, and that way you'll
25. 0:55receive several free videos, okay? It's
26. 0:58a tremendous pleasure to have you here
27. 1:00with us, and welcome to the Sandler
28. 1:02world. Sending you a big hug. Today I
29. 1:12want to tell you about what I consider
30. 1:15the most powerful tool of the seven
31. 1:17steps of the Sandler Submarine: the
32. 1:19up-front contract, which is also
33. 1:21synonymous with a pre-agreement. So,
34. 1:24when you hear "up-front contract" or "
35. 1:26pre-agreement" in Sandler, it's the
36. 1:28same thing. What is the up-front
37. 1:30contract used for? As salespeople, it
38. 1:33can constantly happen that prospects
39. 1:36disappear. They stop answering our
40. 1:39calls, they stop answering our emails,
41. 1:41our WhatsApp messages. Or it can happen
42. 1:45that they tell us, "We're super
43. 1:47interested, send us the proposal," and
44. 1:49then, every time you call to follow up,
45. 1:51they tell you: "Hey, give me a chance,
46. 1:53give me 15 days, give me a month; uh,
47. 1:55I've already escalated it, but they
48. 1:57haven't answered me." And so the
49. 1:59process just keeps getting dragged out,
50. 2:01right? So, both them disappearing and
51. 2:03the process dragging on are obviously
52. 2:05things that get us into trouble and
53. 2:06that we don't like; they make us waste
54. 2:08time and energy, especially when we
55. 2:10think it's on the right track, we're
56. 2:11already imagining what we're going to
57. 2:13do with that commission, and suddenly,
58. 2:15the deal doesn't close, and it doesn't
59. 2:17close, and it doesn't close. It is
60. 2:19super frustrating. So, the up-front
61. 2:20contract helps us resolve all these
62. 2:22issues. What is the up-front contract?
63. 2:25The up-front contract is essentially
64. 2:28establishing the ground rules with the
65. 2:31prospect clearly at the beginning of
66. 2:33every interaction and at the end of
67. 2:36every interaction. I'm going to give
68. 2:40you an example of the upfront contract
69. 2:42that I use with my prospects in a first
70. 2:44meeting, and then I will break it down
71. 2:46so you can see what the five elements
72. 2:48of the upfront contract are. So,
73. 2:51generally, when I meet with a prospect,
74. 2:53I'm always going to say something more
75. 2:56or less like the following. Hey,
76. 2:59so-and-so, thanks for seeing me. A
77. 3:02pleasure to be with you on this video
78. 3:04call. We had scheduled 90 minutes for
79. 3:07the meeting. Are we still confirmed?
80. 3:10Are we good on time? Yes, Dan, indeed,
81. 3:12we are good on time. Great. That’s it
82. 3:15. Thank you very much. Hey, well, as we
83. 3:18agreed on the call, the purpose of this
84. 3:20meeting is to get to know each other a
85. 3:22little better between companies, to get
86. 3:24to know each other a little better
87. 3:26between firms to see if we can do
88. 3:28something together. And for that, I
89. 3:32would like to ask you many questions. I
90. 3:34ask a lot of questions, I hope that
91. 3:36doesn't bother you. No worries, it's
92. 3:38absolutely fine. Thanks a million.
93. 3:41Surely you have many questions for me
94. 3:43as well. I am happy to answer those
95. 3:46questions so that at the end, after the
96. 3:48exchange of questions, two things can
97. 3:50happen. Number one, that you tell me, "
98. 3:53Hey, Dan, thanks a million, but I'm not
99. 3:55interested. It doesn't work for me,
100. 3:56this isn't it. For whatever reason you
101. 3:59realize that we are not a good option
102. 4:02for you. And if that's the case, no
103. 4:04worries, absolutely nothing happens. On
104. 4:07the contrary, I infinitely appreciate
105. 4:09you telling me, and that way I won't
106. 4:11follow up unnecessarily later in a way
107. 4:13that becomes annoying or tiresome,
108. 4:15which would in no way be my intention.
109. 4:18Would you feel comfortable telling me
110. 4:20that we are not a good option if that
111. 4:21ends up being the case? Yes, Dan, of
112. 4:24course I would feel comfortable, don't
113. 4:25worry, that way we don't waste time.
114. 4:27Great, thank you very much. And the
115. 4:29other thing that can happen is that you
116. 4:31tell me," Dan, I like it, let's move
117. 4:33forward. "That is to say, that you
118. 4:36confirm there is an interest in our
119. 4:37services. And if that's the case, if
120. 4:40it's okay with you, at the end, we can
121. 4:42set aside 5 or 7 minutes together to
122. 4:44define what the next steps would be.
123. 4:46Does that sound like a good way to do
124. 4:47it? And all prospects are going to tell
125. 4:50you," That seems perfect to me, no
126. 4:52problem at all. "So, that is an upfront
127. 4:55contract for a first meeting. Remember,
128. 4:58we are looking for two major objectives
129. 5:00. Number one, that they don't ghost us,
130. 5:03and number two, that processes don't
131. 5:05start to drag on unnecessarily, and
132. 5:07that is why you are giving them the
133. 5:09option to say no. So, in every meeting
134. 5:12you have with your prospect, I
135. 5:14recommend that you set an upfront
136. 5:16contract. You have to consider five
137. 5:19elements in that upfront contract, okay
138. 5:21? Five things you have to consider in
139. 5:24every upfront contract. Number one,
140. 5:26time and place. Time and place. How
141. 5:29long will the meeting last? And where
142. 5:31are we going to meet? Are we meeting on
143. 5:34Zoom, on Google Meet, are we meeting in
144. 5:36person, what will be the place where we
145. 5:38meet? Very important. Okay. Next thing
146. 5:42that is important, purpose. What is the
147. 5:44objective of the meeting? Why are we
148. 5:47meeting? If it's a first meeting, it's
149. 5:50very important, as a Sandler
150. 5:51salesperson—which I would like you to
151. 5:54be—as a Sandler salesperson, you are
152. 5:56not going to present. If it's a first
153. 5:58meeting, you are going to ask questions
154. 6:00. Why? Because in a first meeting, well
155. 6:02, how are you going to present if you
156. 6:04don't know the challenges your prospect
157. 6:06has? How do you know that your solution
158. 6:09, or which parts of your solution, will
159. 6:11solve their problem if you don't know
160. 6:12what the problem is? So, that is why in
161. 6:15a first meeting at Sandler, we are
162. 6:17always going to ask questions first.
163. 6:20That should be the purpose. Second,
164. 6:22third, fourth meeting, well, it can be
165. 6:24for other things, right? It can be for
166. 6:26a demonstration, it can be for a
167. 6:28closing presentation, a walkthrough, a
168. 6:30thousand things. But in a first meeting
169. 6:33, we are going to qualify—Sandler
170. 6:35rules, remember—not every prospect
171. 6:37qualifies to be a client. Third thing,
172. 6:40so we have time and place, number one.
173. 6:42Number two, purpose. Number three and
174. 6:45number four, the role of the
175. 6:47salesperson. That is, what is your job
176. 6:49as a salesperson? And the role of the
177. 6:52prospect. What will the prospect do in
178. 6:54the meeting? In a first meeting, which
179. 6:57is what we are focusing on in this
180. 6:59module, in a first meeting, your
181. 7:01purpose—your role as a salesperson—
182. 7:03is to ask many questions to fully
183. 7:05understand the challenges the prospect
184. 7:07has. And the role of the prospect is
185. 7:10also to ask you all the questions they
186. 7:13want, which you will gladly answer.
187. 7:15Okay? So, again, time and place,
188. 7:18purpose, role of the salesperson, role
189. 7:20of the buyer, and the last one, I think
190. 7:23it is the most important of all. All
191. 7:26are important, but the most important
192. 7:28is the last one, and it is the outcomes
193. 7:30. And it is being perfectly clear about
194. 7:33what can happen at the end of the
195. 7:36meeting. What can happen at the end of
196. 7:38the meeting? And there are always two
197. 7:40things that can happen. Number one,
198. 7:43that you tell me you're not interested,
199. 7:46that you realize for some reason that
200. 7:48we aren't the best option for you. And
201. 7:51if that's the case, don't worry. On the
202. 7:54contrary, I appreciate you telling me
203. 7:56so I don't give you unnecessary
204. 7:58follow-ups that become annoying or
205. 8:00tiresome. So, you have to give the
206. 8:02prospect permission to say no to you.
207. 8:05And furthermore, you have to give them
208. 8:07the arguments as to why it is important
209. 8:09for you as a salesperson that they tell
210. 8:11you no. And why it is important for you
211. 8:14as a salesperson that they tell you no
212. 8:15if it is effectively a no, because you
213. 8:17don't want them to disappear and you
214. 8:19don't want to do unnecessary follow-ups
215. 8:21. Why do prospects disappear? And why
216. 8:23do prospects give us the runaround?
217. 8:26Because we really weren't a good option
218. 8:28for them, but they didn't tell us. Why
219. 8:32didn't they tell us? Because we didn't
220. 8:33give them permission. Because we have
221. 8:36all been in the situation where we tell
222. 8:38a salesperson," I'm not interested. "
223. 8:40And the salesperson starts," But why
224. 8:41not? Come on, let me give you a free
225. 8:43demo and I'll give you a discount. "So,
226. 8:46when we say no to a traditional
227. 8:48salesperson, many times the traditional
228. 8:50salesperson is more intense and more
229. 8:52annoying. So, it's normal that
230. 8:54prospects don't want to tell us no,
231. 8:56even if for them it is a no, they don't
232. 8:58want to tell us no. So, it is very
233. 9:01important that we give them permission
234. 9:04to say no, that we make them feel
235. 9:06comfortable if they indeed realize we
236. 9:08are not the best alternative. And then
237. 9:12the second result that also has to be
238. 9:14mentioned, which hopefully happens on
239. 9:16many occasions, is, hey, the other
240. 9:18thing that can happen is that you
241. 9:20confirm there is an interest in my
242. 9:22services. And if that is the case,
243. 9:25wonderful, if you like, let's leave 5
244. 9:27or 10 minutes at the end so we can
245. 9:29define the next steps together. Does it
246. 9:32sound good if we do it that way? So, if
247. 9:34you look at that fifth element, which
248. 9:36is the results, you are giving the
249. 9:38option to say no and then you are
250. 9:40giving the arguments of why it would be
251. 9:42important that they tell you no in case
252. 9:44it is a no. And also, when you tell
253. 9:47them that there is an option that they
254. 9:49tell you they are interested, you are
255. 9:52saying at the end let's spend 5 to 10
256. 9:54minutes, 5 to 7 minutes together to
257. 9:56define the next steps together. Does it
258. 9:59sound good if we do it that way? So, in
259. 10:02both cases you are being very specific;
260. 10:03both in the no and in the yes, you are
261. 10:05expanding on the information so it’s
262. 10:06clear what a no means and what a yes
263. 10:08means. And very importantly, with the
264. 10:10yes, you are saying, together we will
265. 10:12define the next steps. Why? What
266. 10:14happens when prospects disappear? When
267. 10:17prospects stall, it's usually because
268. 10:20we didn't define a clear future and...
269. 10:22In the upfront contract, at the
270. 10:24beginning of the meeting, we set the
271. 10:26foundation to define a clear future, so
272. 10:29that at the end of the meeting, if the
273. 10:31prospect qualifies and you both confirm
274. 10:34that it’s worth moving forward, you
275. 10:36say:" Hey, as we agreed at the
276. 10:38beginning of the meeting, how about we
277. 10:40spend the next 10 minutes agreeing on
278. 10:43what the next steps are? "And the
279. 10:46prospect will tell you," Perfect, let's
280. 10:48do it, no problem at all. "And what are
281. 10:50you going to do there at the end of the
282. 10:51meeting? You are going to set another
283. 10:54upfront contract, but now you are going
284. 10:56to set an upfront contract for the next
285. 10:58meeting, and again you will establish
286. 11:00time and place, purpose, your role for
287. 11:02that meeting, the prospect's role for
288. 11:04that meeting, and what could happen at
289. 11:06the end of that meeting. Again, if the
290. 11:09next meeting doesn't go well, what will
291. 11:11happen? And if the next meeting does go
292. 11:13well, what will happen? Okay. So, the
293. 11:16upfront contract is the tool for you to
294. 11:18set the rules of the game, so the
295. 11:20prospect feels comfortable sharing
296. 11:22information with you, because they know
297. 11:24the worst that can happen is that they
298. 11:27tell you at the end," You know what?
299. 11:29I'm not interested. "And that makes
300. 11:31them much more relaxed because they
301. 11:33realize you are not a salesperson who
302. 11:35is showing desperation. You are a
303. 11:37salesperson who is genuinely going to
304. 11:38ask questions to see if you can help
305. 11:40them or not. And if it's no, nothing
306. 11:42happens. It was a great, wonderful
307. 11:44pleasure. And if yes, great, we define
308. 11:46the next steps together and move on to
309. 11:49the next meeting. Okay? So, mission,
310. 11:52task: starting from when you watch this
311. 11:54module, apply upfront contracts in all
312. 11:56your sales meetings, both at the
313. 11:58beginning and at the end. I'm Dan
314. 12:01Macías from Sandler, it’s a
315. 12:02tremendous pleasure to be here with you
316. 12:04and see you in the next free video,
317. 12:05okay? Sending you a hug.