When a SOAR trainer coaches a salesperson in the
process live during a training session, Marhnelle says, “The room is full of tension. You have a trainer at the front of the room, coaching the dialer. Suddenly the salesperson gets past the receptionist and through to the C-suite and is on the phone with a decision maker or high influencer. At that point, you see mouths gape and people astonished that the SOAR process works.” The underpinning of the SOAR process is believing that mindset – almost more than skill – is the golden key to unlock the prospecting vault.
“Many salespeople have a mental block, and that’s the first thing that needs to be addressed,” says David. “This is why we don’t start with teaching the mechanics. We start with shifting mindsets. You first need to be open to new ideas that might not align with your current way of think- ing. Keeping an open mind about making a call is essential if you want to grow beyond your current state.” The SOAR process is Mindset + Mechanics to
increase market share, which incorporates the five disciplines of SOAR: Contact + Value Statement + Objection Handling + Qualifying = Appointment/Action The resulting number of appointments correlates with
the strength of the value statement and the ability to handle objections. We have found appointment rates as high as 70 percent on an initial call and a contact rate as high as 100 percent.
SELLING TIP Six Win-Win Negotiation Tips
The objective of a negotiation is not to put one over on the buyer, nor is it to give away the store. Ideally, the end result of a negotiation is a lasting agreement that benefits all parties. Build stronger customer relation- ships by keeping the following traits in mind when negotiating with prospects. 1. Patience. Most salespeople have the word “hungry” tattooed on their foreheads. That’s why prospects have learned that a little foot-dragging can yield a lot of give. Salespeople trained to close early and often can quickly go into a tailspin when they meet pros- pects who are willing to hold out for a better deal. Even if you sense a stall, be patient.
2. Questions. Use questions to establish your pros- pect’s needs, clarify issues, and consider new alter- natives. Effective questions channel thoughts, guide discussions, and lead to greater understanding. Avoid questions that create anxiety (e.g., “How can anyone say we don’t have a good product?”) Focus
24 | NOVEMBER 2015 SELLING POWER © 2015 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
Getting Past the Gatekeeper with Keyword Listening
SOAR Selling isn’t just about technique – it’s about mindset. Take the example of getting past the gate- keeper. As the Hibbards write in their book, SOAR Selling: How to Get Through to Almost Anyone – the Proven Method for Reaching Decision Makers, believing you will be blocked by the receptionist actually creates that blockage. In other words, you are blocking yourself by subscribing to that belief. In fact, this belief doesn’t align with reality. The recep- tionist is just doing a job (as are you). Once you remove the “story” you’re bringing to the situation, you can then apply the SOAR Selling methods and get successful results. One of the principles Marhnelle and David Hibbard teach is to listen for keywords when talking with a recep- tionist. For example, let’s say the receptionist says the prospect “isn’t available.” At this point, many sales- people would opt to thank the receptionist and hang up. What they don’t realize is that the word “available” is a keyword. SOAR Selling dictates that you would then clarify what that means. Is the prospect in a meeting? Traveling? Away from her desk? “You may be surprised by the response you get, and the information may be what you need to learn more and gain access.
on customer problem areas where you feel you offer unique solutions.
3. Listening. Listen carefully. Evaluate the prospect’s statement before responding. Avoid interruptions or contradictions. Remember that everything is up for discussion, and needs tend to evolve over time. An open attitude will help you discover new strategies and tactics that can help move the deal forward.
4. Clarity. Communicate clearly. Avoid using technical terms and clichés. Your role is to clarify, not ob- struct. Complex language builds a barrier between you and your prospect.
5. Neutrality. Avoid value judgments. Use neutral, descriptive terms. Don’t assume the role of the teacher who indoctrinates. Think of yourself as an explorer who helps the prospect discover and solve a problem.
6. Creativity. Develop creative alternatives when price becomes a sticking point. For example, offer group prices, package deals, extended terms, extra ser- vice, or a customized payment plan. Emphasize that these concessions represent real savings and value. – SELLING POWER EDITORS
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