5/19/2015
Dallas TX Sales Blog: Why You Will Want to Adapt Your 30Second Commercial | Sandler Training by TrustPoint Mangement Group
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WHY YOU WILL WANT TO ADAPT YOUR 30SECOND COMMERCIAL
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Even a few brief conversations with Karl was enough for him to provide me with some powerful suggestions to increase our sales performance. He immediately understood our specific sales team challenges and made a simple, yet effective suggestion that resulted in a dramatic increase in sales performance for those that participated in a sales pilot program. Just spend a brief conversation discussing his approach to your sales staff and it will change the way you hire and train sales staff to ensure success. Karl's training and management programs can lead your company to future success. Marcus McCue | VP of Sales | Guardian Mortgage Company, Inc
All salespeople with a small amount of experience have a 30second commercial (a.k.a elevator pitch, popcorn introduction, etc.) down pat. And that’s the problem. Ideally, a 30second commercial gets us a conversation with a decision maker, typically an executive. However, sometimes we must deliver a 30second commercial to a nondecision maker, typically a front line employee who will likely become our primary contact if we earn a prospect’s business. Decision makers, even when they wear many hats, are strategy focused. For a company selling IT services, a strategyfocused 30second commercial might include problem statements like “wondering how to keep the company running during a natural disaster” or “curious how to manage IT resources when the company is rapidly expanding.” Nondecision makers tend to by tactically focused. Going back to the IT example, a nondecision maker could be an office manager who is, “frustrated when the network goes down for long periods of time” or “tired of staff complaining that they can’t access their email.” Even though this office manager is not the ultimate decision maker, they are likely to be a key influencer in who the decision maker will select for IT services. Delivering a tactical 30second commercial to a strategy focused decision maker puts you in the “commodity” category and will often get you downshifted to a nondecision maker because the decision maker thinks, “those are problems that my staff handle.” Delivering a strategic 30second commercial to a tactical focused nondecision maker shuts down your sales cycle because your nondecision maker thinks, and likely says, “We don’t have any of those problems. We’ve never had a disaster and we’re not rapidly expanding right now.” The one instance when you would deliver a strategic 30second commercial to a nondecision maker is if you speak with the executive assistant to the decision maker you are attempting to reach. This executive assistant probably knows about the strategic challenges their boss faces and understands how your business can help. Before you make your next prospecting calls or attend another networking event, review your 30second commercial and determine if you are speaking to your prospect’s tactical or strategic focus. Connecting with your prospect at their focus level will get you more conversations, more meetings, and ultimately more closed sales. Karl Graf is recognized nationally as a business development expert. Based in Dallas TX, Karl specializes in executive sales consulting and sales productivity training. www.trustpointtx.sandler.com
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