Each of the 3 areas of the course is covered in 3 stages...designed to be done of a 1 week period (though you're free to go through the course at your own pace).
1: Understanding the Psychology of Selling
- The sales engagement is unlike any other human interaction and unless you understand the psychological game being played, you'll never master subtle closing.
- Bennett developed these strategies after studying the mindsets, skill sets, and strategies used by psychiatrists to subtly control patient interviews.
- During the course, you will do a deep dive into Bennett's Psych-Selling concepts and learn how and why clients do what they do during closing, and how to control conversations and subtly guide people to make decisions.
- But prior to learning all the cool strategies, you'll do what psychiatrist do before they start working with patients...they focus first on what's going on in THEIR mind...how they think, respond, react...and what are their overall intentions for doing the work they're doing? Bennett asks participants the same questions about selling: Why are you in sales? Is it to serve you or to serve others? How in check is your ego? Do you want to win the battle with clients, or are you okay with the client feeling that they've won? What are you most enamored with? Are you more excited about the OUTCOMES you can create for clients, or the SERVICES you need to sell to make money?
2: Developing a Mini-Step Closing Process
- 99% of people engaged in selling have just 1 step in their close...and it's a big one that comes at the end of a sales call. There are several problems with this approach....and it leads to really poor closing performance.
- During the course you will learn about Bennett's unique Mini-Step Closing Process., which breaks down the sell into several small, actionable steps that have several benefits. The Mini-Step Closing Process (you will develop your own in the course) will educate and inform the client, bring more visibility to the process, give you several things to close on without being pushy, and gives you a much more realistic idea of what your sales pipeline really looks like in the future.
- With the Mini-Step Closing Process you will also learn that Closing is really just Confirming (vs Assuming)...and it will happen all through the sales process.
3: Avoiding the "Death Valley of Sales"
- The most significant and perilous challenge for those endeavoring to sell are the infamous client answers of "Maybe" or "I'll Think About It"....something Bennett aptly terms "The Death Valley of Sales" (DVoS)...a place with YES on one side and NO on the other...and in the middle---this is where sales people and sales careers meet their demise.
- The danger lies in the deceptive allure of DVoS, masquerading as something beneficial when, in reality, it's a lethal mirage ensnaring most sales professionals. They fall prey because they don't object to receiving a "Maybe" or "We'll Think It Over." In their minds, they rationalize, "Well, it's better than a flat-out 'no,' and I can still add it to my pipeline to report back to my manager."
- During the course, you will learn how to navigate through the DVoS, and especially how to master Moving to the NO side of the valley. Because you'll be Closing (or Confirming) through many Mini-Steps...you'll find yourself dealing with the DVoS several times, so you'll need to master this concept to really achieve mastery level.
- It's where you'll also learn other famous Bennett features, including: "The Ugly Pond" (just diving in to the most negative thoughts a client may have), and "Take 'em to NO" (moving to the no side of the valley in order to get at reality).