Change Prospects Beliefs To Sell Consulting
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Peter O'Donoghue
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Unedited Video Text:
Changing Beliefs With Content To Sell Consulting Services - YouTube
https://www.youtube.com/watch?v=qQZ2DWAEQzc
Transcript:
(00:00) [Music] good think about it you know most hard pitching salespeople all you know even some consultants I'd look this is how they generally start off yeah I'd like to come and see you find out about your business and what problems you are having to see if we can help solve them how do you think I do notice this in in how you sell and I want your are your belief about the ability to create business using this approach today unless you have a high degree of expert status they know you there's a lot of
(00:47) trust and rapport built this isn't really gonna get you far in today's modern world as I've shown you already it's just a slightly different facts of the the ten thirty sixty I think this one comes from chat homes he breaks it down a little different nice who said up there's ten percent desperate buyers and this is why I've taken you through the 140 campaign through the outreach because it's that cherry picking you're looking for desperate buyers yes there are some problems those desperate buyers
(01:18) sometimes because they may have hope we've already created the beliefs around what the ideal solution will look like and they're trying to squeeze you into their belief around what their existing solution is like and that is why if you go down that route and take the consultative sales process then I get you to question that and kind of open that back up again so you're not you know being pigeon-holed with nowhere to go so they're saying there's fifteen percent not so desperate buyers and
(01:51) these are you know within my thirty percent and he just calls it differently sixty percent and 15 percent are hard know no matter what you do I'd say you may be great just working the ten percent but certainly you know book chatting I believe you know I call it the fifteen so the third the next thirty he calls it fifteen however you know you can develop enough trust and rapport to warm up the not so desperate and even light a bit of fire to get moving today you can make yourself the natural choice with not yet
(02:20) SAR ready or accelerate their rating so you can educate our objections and reverse the risk for the soft-nosed which often turns them into yeses I check my source I'm almost certain than she Chatham's is called I create so many resources based on things that I've read and studied that sometimes I miss the the right attribution so if you know that someone else just just let me know bye mom sit let's jet homes so where can you get ideas you may have this nailed already you might be looking at circuit
(02:54) oh man that research I did on you know I think my MPA I did my PhD my research project that I did in XY said you know I've got this nailed already however sometimes if you're lacking in ideas is a concept called chunking up so say your what your core expertise is sales training you can chunk up or chunk down to create different offers to the marketplace so and the more senior you go in an organization the more I would get you to think about chunking up ie going to a higher level of abstraction so if my concept that I wanted to sell
(03:36) if you like in an organization of sales training then one of the educational pieces that I might think about is actually well I'm not gonna go and educate them on why sales training is the is an absolute necessity for your consulting business it's to direct if you like it's almost what we call a leading you know if you're in a conversation it's what's called a leading statement it's that if I could show you that sales training was essential for your consulting business you do business with me wouldn't you you
(04:08) know and and that works and it's great but sometimes it could be come off as a little direct so one way of avoiding that is to add to go to a higher level abstraction to chunk up so that could be how to recruit the best graduates so one of the things in there is you consulting companies are struggling to recruit the best global graduates at the moment and you could show that one of the points is they're not involved with the right or the right universities one of the point is they're not showing that
(04:42) they're in their recruitment and engagement process it's too slow and then another point might be and actually the best graduating at something now I want to be seen at ring makers therefore they don't they look for the ability to create sales because they recognize that rainmakers are the highest paid people in consulting or you know it's the fast-track if you know it's a way that they can then set their own businesses up so therefore you know just one of those segments is going to be creating the need for your solution
(05:15) if you like now after that I can even chunk up higher so here there's this another level of structure which is field sales and not needed so here if it sells training actually this is a more process led approach Nerys you know most people have telly salespeople internal sales or external sales and within modern this educational piece could be with the modern technologies they existed there you actually don't need external salespeople you don't need to pay for their cars you don't need to pay for
(05:48) their salaries they're not that productive and you can replace them you know you can get five internal salespeople for the cost of one external self peace person and increase your your revenue by a factor of five you know with a you know with a with much lower overheads so therefore it's a different message but again within there would be a need to how do you recruit these people how do you train them obviously the training requirements are very different it's a different structure and then you can even go more abstract about
(06:21) you know emerging technology will replace salespeople all together yeah and that could be in a high scare tactic yeah if you're following traditional models of selling then in a couple of years time your competition will be replacing their salespeople all together with artificial attack intelligence they'll be doing it this this and this however there's an opportunity for you to be different if you trained your cert if you restructured your sales model if you recruited the best people if you gave
(06:50) them the right training then you could be the leading advocates of you know personal relationships in the industry so why you've done now is you've taken your message about sales training and created a number of different abstractions of educational piece that you can use to sell your sales training and I hope that makes sense I hope I explained that okay because this is you know so powerful you know I don't know what to do you know sometimes I think you know I should be sitting here with you a rattle and a hash you know when
(07:24) are those that whistles you get it sports events and things and blow it earlier so you really get across how vitally important this is and how can you create as much business as you want however it doesn't always need to be that complex sometimes you can chunk down and especially if you've never been to the market before because sometimes it's okay to make offers to the marketplace especially if you've already spoken to people in the marketplace you don't need all these convoluted systems
(07:53) in fact you should shake it up a little so if it sells training like you could say okay every now and again you could go out with a message specifically around prospecting which is a core part of sales training or you could go out with a message that just focus in really in on prospecting with LinkedIn or even then specifically prospecting with LinkedIn groups or you know even an offer which is to get them to become a customer which is a 50% of LinkedIn group training and there's nothing wrong with those approaches as well probably
(08:25) the more junior you go in the organization the more those those chunking down are relevant and the more engagement you have with them over time so lots of different ideas that you know it doesn't have to be these big educational ideas once you've got engagement you can have much more specific especially if you're trying to engage different departments in a company you know at some levels you could be educating some of them on a higher chunk up and some of them you could be educating them on a much more
(08:58) lower chunk down so lots and lots of different ways you can do it you know where can you get the content where do you get the structure so first thing is benchmark studies when you can do yourself so with the technology and the skill set I've given you with the hundred forty campaign with the outbound emails and video emails and even the co-creation stuff on all of them you could be doing your own benchmark studies you know you could but I'm not only now you could be repurposing all that content as well so you could be
(09:28) doing benchmark in interviews which you could also be doing as podcast which you can also be know so you could create your own or you can go to third-party organizations and pay and fund that depending on what size of business and your appetite for investment is what you could pull together over benchmark study so that's a key one really where most people start out is you know the expert in an industry doesn't create the content what they do is they collect refine and look at distinctions between all the other benchmark studies in
(10:06) content they're out there and again case studies a great way of doing it people want to know what other people are doing in their industry however if you're going to take this approach it cannot be hey here's a bland case study here's why we're you know we're great it has to be around his problem that they were in here's what they've tried that's works here's what they've tried that's failed yeah but the thing about is the case it is almost the consultative sales approach here's a
(10:31) problem they were in use the same structure that I've given you his problem that they're in here's what they tried to do here's what they've tried that failed hits this was the financial impact these were the things that they were thinking about that would get in their way in the wood block them he is eventually why they broke out of their inertia and took this decisive action here's what they implemented here's the structure we use he's some of the IPR we created and here's the results that
(11:00) they've got you know two or three good ones if those are worth their weight in gold again interviewing the key prospects a little bit like the benchmarks 31 that can be a more you know personal insights what they believe is the future of the industry that type of approach which you could use to educate or other key experts and if it's safe to do so and not devaluing your position as an expert you know and that's a key thing yeah I seen many experts who want to do this engage your companies all of that
(11:32) content is sharing other experts and while no one in presentations like this in your educational context draw on research absolutely you cannot do this alone you the more you draw on research and and cite your studies and your resources actually the better you look you know the more you're seen as the expert but if all you're ever sharing is other people's stuff then ultimately your T value in your your position piecing together multiple data sources again a little bit like the benchmark studies you're pulling together
(12:03) disparate bits of information that you found so vision future trends and prediction that's a big one what are your predictions for 2019 the future of the X Y Zed industry in 2019 now everyone wants to see what's coming and very few people have the ability to do that and this is one you know I've never never done and I've not got any of my clients to do but I think it's a fantastic one in there everyone did it and the reason if the water of this is through my own personal experience is fund an MBA or masters or PhD who has to
(12:37) create a dissertation so I created a dissertation and you know it's been from my from my MBA and you know one of the things out there is so like a twenty thousand I come home it's Hanul twenty thousand word dissertation then I got a distinction on it you know it took me so much time and so much research pre-internet so Christ it was hard to work around it was about new product development yeah I took some nuggets out of there they were formulated my entire thoughts and strategy going forward for the rest of my sales career however
(13:06) other than that you know I never used it it wasn't relevant to the business I was in really and I had no commercial value out today however we're in an age where information is transition and people want specific stuff so you know if you know a great university nearby you or you know you can find people online you know you could fund an MBA or a masters or a PhD if it's ethical to do so obviously and fund their research into their dissertation as long as it meets the criteria for both their degree and what
(13:40) you need for your educational content you know a couple of thousand a year to do that it's good you know if it takes something year to do it and they do something that you have ownership of with in-depth research you know with the research rigidity of structure of an MBA or a masters or a PhD in something for me I think that's a massive investment even if you split ownership of it afterwards they can go and create their expert position of the back of it and you have the ability to use it to create sales field so for me this is a very
(14:13) very under tapped approach and I'd love to bounce ideas off you about how you can do that now I think that when there is a massive massive opportunity for consulting companies okay so can you offer your prospect some value completely outside of your product or service that's the crash tip something that is important to them not necessarily important to you to move away from maybe what their perspective is and what their experiences with other people so yeah I wanna come and talk to you about my service no thanks
(14:55) I'm happy with my current solution thank you very much so the solution is as I've shown is to create an educational piece that the prospect can not say no to no matter what their perception and beliefs are showing a lot about beliefs are of their existing circumstances in fact I spoke to a client only yesterday and he worked out that they've got about a thousand companies that can ever do business for one of his solutions so therefore you know it showed him this concept this and though one of those thousand
(15:28) companies he helps them with specific projects those projects are not constant they come and go so even if he's got a great relationship with a small number of them they may not have projects for him to work on and then the new ones that he was approaching it's how do they know whether he's good or not because there's an element of risk it was something to do with you know has a legal impact as well so how do they know if he's good enough I was kind of showing this concept I said you create
(16:00) this educational piece one you're engaging people now not when they have a project so therefore you then have all of the time that it takes you know for when the next project comes in to position yourself as the logical choice if you're content in the way that you do this is so good you are removing any inherent belief of the risk that you are a safe pair of hands so when those next Proctor's his belief was one of the reasons they were waiting it was just for a small project that didn't have
(16:30) high visibility therefore if they gave it to him it was okay even if he does mess it up a little it's not gonna fall back and kick us in there in the backside whereas we showed him how to you know I showed know how to think like this yeah so I could I can meet all of those thousand companies now and by nature by the nature of the content I can get a meeting with them known demonstrate to them my expertise and then pulls out all the risk and it's like light bulb moment going off for him is oh wow and then you combine that with the
(17:01) ability to create a low front end offer to cash flow some of these initiatives and to get creeping commitment and to navigate your way through those organizations and I've got a separate bonus training show you how to do that then you know it all becomes pretty magical so I call it the CRT m-n and if you can think of a better way of making that sound sexier and come back to me and let me know and I'll change it so it's develop your compelling reason to meet now I must stress now not in six months
(17:38) not in 12 ohms you're compelling reason to meet now okay so a couple of different kind of titles or approaches if you like that you could take so some of these are heavily influenced by Chet Holmes is his stuff and you back then when chat was doing here there wasn't a lot of inbound marketing so in many ways although he was direct selling he was one of the masters of the inbound marketing movement as well because he called it the educational sales perspective but you know this is you know how a traditional sales person
(18:12) might have pitched things before so the before in the after so we'd like to come and talk to you about our health care benefits whereas after could be the five dangers facing all employers and how knowing what those dangers are can dramatically reduce costs and increase profits we'd like to come talk to you about getting new telephone system so how you're wasting money in five major areas your voice and data spending so we'd like to come talk to you about emergency disaster recovery so the five
(18:38) most industry disruptive emerging technologies most most CEOs don't know and how they can impact UK market effectiveness or competitiveness okay cool so and that's why we're going to be looking at doing in your educational context is that the sexy results pace you if they've had a lot of work if you think back to stage one now where do you think this is all kind of coming from once I get you to do all that work in stage one it's so you can create these things you understand the afters so this
(19:11) is all relating to their pain points and showing them the brighter future so some bad news that you can use as a theme so the market is shrinking competition is increasing failure rates are increasing billing and profit is reducing there's new entrants into the marketplace market entry time is extending for products or services however as much as I said give them value outside of what your core services you have to have a link to setting up a need for your services so if you think about the sales training example that I
(19:50) gave you now or all level of higher chunking up abstraction and made sure I was always looking at how I could bring that back to creating a need for my services as a if you believe that though that information that giving you is Ryan then by nature of that you also have to believe that you have to invest in sales training and that is what we're looking to do so what is the prospect a number one current buying criteria if you've talked a lot about beliefs you know what do they believe and number one current
(20:22) buying criteria is and how can you deliver bad news that will help them transition away from that current belief about some good news there's a vision to move forward to that isn't just a solution page just know hey there's all that bad stuff however this is brighter future over here the only way you can get it is to buy my stuff not necessary like that it's more subtle than that so what we're looking at is belief changes we've done a lot of work in a section and previously about belief changes so
(20:58) here's an example for you so a belief change if I want to create a belief change in a presentation I could look at this type of structure okay and this could be the content or one part of the content of my educational value based meeting so a market that you perceive ie you as the consultant to be price driven can be educated to be expertise driven and you could do that by educational content around the cost of miss buying the cost of doing things twice the cost of renewals fines downtime legislation missed opportunities missed
(21:42) opportunities to win clients to win deals to get investment to expand into other markets speed to market as it lengthened their time to market as opposed to decreasing their time to market and of course fines legal ramification so there could be some simple belief changes I would need to address what about a market the believes you can't get easy access to senior decision-makers so this may be you and this is kind of one of mine and I've you know worked on over the years for presentations so my belief change
(22:16) example that I want to create is I'm approaching consultants who believe that you cannot get easy access to senior decision-makers so what steps would I need to go through to make that belief change so first of all confirm the old belief with old research there's no point saying look what you believe is right and you don't need yet you cannot do that yes you have to confirm their belief you have to show that you understand what they are currently thinking Cisco you know show me you know me it's called you know addressing the
(22:54) conversation going on in their mind but the key is it's there the old belief or it's their current belief that we want to make old so maybe I should change that to confirm current belief with old research you can show them how ten years ago that may have been the case so you believe that you can't get access to senior decision-makers yeah and that might have been the case because you needed a team of cold callers that was the only way to do it you know and you have to employ them the skills to learn how to cold-call and the
(23:25) nuances were hard you know it goes against your personality style didn't want to do it here's the research the backs data but they're like a transition to new research that was the old stuff but look at this this is the new research you know that could be around you know changing a marketplace the way we communicate as a science as a society of change know the percentage of senior executives you have a corner office as almost decreased to zero you know the percentage of people now who have open-plan offices you know so the
(24:03) ability to get to people I either structure of politics and and and organizational structures change people don't have direct direct mobile so direct office based phones anymore it's all mobile move from landlines to LinkedIn to chat to email to those time know so I could use research to show that I actually know it's different and it's you know percentage of people getting through to senior executives now has changed then I could coach show maybe some third party research not my own research to show that actually what
(24:42) senior executives want to be approached they want to be educated they want to be challenged and in fact they need contrarian points of views no one in their organization stands up and disagrees for them no one is saying no you know we have to break out this blinkered approach so actually they want you to do it not only is it you know shifting communication preferences it's a shift in attitudes they want you to approach them therefore I can also then back that up with you know most research that shows you know most junior
(25:15) salespeople don't contact senior people you know they're scared to do so they don't believe they have the skills they don't value their positioning enough and I've got you know lots of studies and research that can back that out then I could show some tools to make it easy so I could show you know a tool to find any CEOs email address a simple tool about how you create a video based email that shows your expertise you know a simple script of how you structure or a monitoring trigger events to find out
(25:48) when that person has just came into the company or when they're making a major purchase decision or major upheaval therefore if I do that that's the logical conclusion it's easy to do they want it therefore you can and should do it now so gone in a couple of slides from ok their belief is a market that believes you can't get easy access to senior decision-makers I said look that's an old belief replace it with this new belief they on research they said the research says actually the people that you know that
(26:25) you believe that about actually want you to contact them other people aren't doing it therefore there's an opportunity and look how easy it is to do so the conclusion is that it's easy to do they want you to do it you can do it and actually what I could do here is put another slide in and show examples of other consultants that have done it therefore if those other consultants can do it and every fact that alice is right you can do it and you should do it okay and again you know the same type of
(26:58) thing for one of mine is a belief change around a market the beliefs you only need inbound lead generation so therefore I've got studies that show up the make up of inbound versus outbound lead generation best in class companies by third-party research company show the you know so the fastest most profitable companies in the US have a mix of 80 percent outbound and 20% inbound lead generation so all the noise around inbound the most profitable and fastest-growing companies still have 80 percent outbound lead generation
(27:32) third-party research but I could you following the previous one I could show research that would show them why they think that or even show them how much of the blogosphere and you know Google News and all that is dominated by people creating content around why you need inbound lead generation as my first one to back up their existing belief but then also draw make them draw the conclusion that the reason they're doing all that is because that's what they do whereas you know other companies are quietly getting on with outbound lead
(28:08) gem and they're the ones that are winning the best-in-class fastest growing company stats here most of the US fastest growing companies are using predominantly outbound sales processes show the buying processes as I've shown you you know if you want to engage senior people you've got to be doing outbound if they waiting for them to come to you they're gonna pigeonhole you in this decision-making unit they're gonna tell you exactly how you're gonna work with them they gonna tell you what they want therefore
(28:38) you're not accessing senior people you know look at the results of the percentage of your inbound beads that converts and what's the revenue potential profit margins on inbound are low because they already know what they want and they're price shopping you know and then all of these can combine to how easy it is so it's just a massive opportunity so that could be an educational piece in its own right there there's a bad news and the bad news is that it does take work you know I never said all of this is gonna be easy but to
(29:08) think through this and create this it takes a little bit of work and time and effort but the results will pay back for you in in bucket loads so here's the chat homeless model yeah I don't think you necessarily need to this extent anymore and this was you know a lot a lot more detailed when the internet wasn't quite as as high impact as it is now but Chet Holmes model as the outlines in the the ultimate self-esteem is no research or industry over a 30-year period identify bad news how can it tie in with your solution and
(29:47) identify patterns in all that data so you become an expert in your industry and that's why very early on in these processes that we've been working together to you know specialization work in one industry in one segment because it helps you become the expert so therefore you know a pattern could be you know everyone is citing that unemployment has gone down over the last twenty years in the United States however you're when you break that down and look at the numbers unemployment in over-30s white-collar
(30:19) men is up by 60 percent yeah if your target is 30-something white-collar men then that is why you do that you know don't be don't be listening to everyone else in the marketplace that saying your unemployment is down or if you you know mid 20 say in your yeah I've never kind of put this together why you would use it you know maybe if you're trying to sell an MBA course you know inside to mid-20s people you know as a way of getting out of the fact that yeah everyone else is saying unemployment is going down you
(30:53) know it's a safe market however you're a fast approaching of thirties white-collar male in America and unemployment has risen to over sixty percent transition out of that by doing this course by learning these skills by creating a business by buying a franchise you know you could use that for multiple different ways so Chet actually started and grew a company that does this level of research if you think that you need someone to do this for you so I believe their minimum entry point or $20,000 the the ones that I've seen
(31:30) I'm not that impressed with I have to say since and watching Chet I died a number of years back yes and alas he was a real great influence on the sales industry but the company that is left that does that type of research personally I've not had I don't think a lot of the work that I've seen that they've done and one or two of my clients have had it done if you want that then I can show you where to go you know they're very good at doing these type of research pieces and packaging here as a sales piece the bear mine it's
(32:08) gonna be an investor I would guess a minimum about twenty thousand you know I get nothing I prefer you not to go there personally but if you do I can kind of put you in the right direction and also speak offline about you know the relevancy of how that works with you or you can go to other resources so you have this slide you know and and start pulling this stuff together business.
(32:30) com for CNN ABC News dole don't go be let's not girls here so senses go an easy one there is called buzzsumo that brings content together suits an aggregation of content feeds that's keynotes Mintel I know there's a sensors market research Euromonitor since one way you could start looking at this yourself however like if you're you know a consulting that's either working on a day rate or high value consulting projects consider outsourcing this and there's a website that I've shown you probably
(33:05) before called up work and you will find amazing talent on that to do market research for you and something you're very clear around what it is that you're looking for them to do so think about that you know I have a sponsor a student or maybe go and get some market research there so this one is called up work there's also another one called people by the hour and here I'll have this in the manual for you can use something like this as a as a job advert no I won't read it out but it's you know
(33:36) reasonably self-explanatory so you place the advert you potentially look for someone with experience in your industry or the industries that you're targeting you let them come back to you to make a bid either based on hours or overall project interview three and probably what I would personally do as well is is potentially give to people the job but a small segment of the job and and look for which one is gonna be a better fit so your I always try and hire two people to do one job and if both do it brilliantly then you've got a great
(34:14) problem ok so just bear in mind so I showing you this for me to outbound so how are we gonna use this so when you boil it down to the tactical side when you do how about prospecting people will come back with warm responses you know sounds great I need to meet you sounds perfect and then you have referrers people are referring you elsewhere and the organisation I've shown you how to deal with that so this can be used in that section I called pipeline know they have is it an existing consulting company they're in the
(34:45) contract to someone that they perceive or believe is the same as you it's not high priority for six months you know we're too big for this type of consulting project we're too small for this type of consulting problem it's not on our home radar you know we don't have any projects that we would use you with this type of approach is how you break through and eradicate those beliefs about why they don't need to meet you to create your compelling reason to meet now so what's the structure so you're
(35:15) privatized first meeting core message structure so I hope you see by now and I kind of taking you through the process it's very different to how most consultants would do it in the first place because most consultants would naturally lend themselves to content you know I need to give them this content I need to give them this content I need to give them this content and that's how they would structure but the reality is if there isn't any belief that you're looking to change you shouldn't be
(35:46) putting that content in because our outcome here is more of a stacked or a stage-gate sales process to move you to the next stage so again I'm gonna give you an example you know so outbound is to sell Zenon keeping with brand so you know their current state their desired state they wanted to be thinking is you know when done properly my brand get great exposure proactive business in fact I'm gonna skip through that I want to get into the the content so remember senior people if you're targeting them
(36:18) you look into understand current issues established short long range business objectives set long and short range business strategy so always have that on your mind if you're dealing with senior people so I've created a presentation or an educational based structure for you so you have it as a as an image also a link to a solution called draw the i/o which is a free online service so you can change this at links with Google Drive if you're a Google Drive user so to break down the core sections so the
(36:53) title so I've already given you title examples in this video so the title should allude to the problems and the vision potentially so how to it you know you're in this problem here's the brightest solution so there's title examples in this presentation there's title examples in the manual and I'll be Luke working with you in the Facebook group to see how well you you create those titles you could then have a transition from the title slide to the core pain points and shock it's called
(37:28) in many instances it's got a pattern interrupt so here's the title and then the next slide is you know here's all the pain points here's all the impact of what's going on is what I know about your business here is X Y Z you got this this and this you're struggling and you could obviously make that relevant if you had a call so if you've run this after a consultative sales call make it relevant you know to really shock them but instead of being timid about them draw outs that will leave nothing to the
(38:02) imagination what the impact of that is going to be for their business then I would suggest three mini content segments depends on how much time you have if you have about 4550 minutes then that will enable you to get three decent content segments in
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