The Audible-Ready Sales Podcast
The Audible-Ready Sales Podcast

Episode · 4 years ago

Purpose Process Payoff

ABOUT THIS EPISODE

Senior Director Ray de Avila breaks down key tips for outlining the purpose, process and payoff for your sales conversations

Hello, I'm Rachel Clap Miller with force management and I'm joined today by Senior Director Ray Diavola. Ray, welcome. Thank you, Rachel. It's so great to be here with you. facetoface. I'm excited. I'm excited to have you here. Many of you out there have attended raise trainings and you know he is passionate about sales effectiveness. Today we're really going to be talking about a concept that we often teach our reps and delivery. When there's scheduling or setting up a conversation with a prospect or customer, we teach them to use the three pece purpose process payoff and I know this is a topic you're really passionate about. Right it is, Rachel, and in for a couple of reasons. You know, having been on a few calls over the years, I see a few, a few I find that sales people miss an opportunity at the beginning of a call to communicate their intention, and it's such a great opportunity. If you look at research, research says we've got people's attention at the first five minutes of the call. That's where the air tension span is highest and it's a great time to leverage and be very clear with...

...our intention and why we're there, and I feel like sometimes we don't take advantage of that. So, so this is an important topic. You know, we did some research. We went out to a couple hundred executives and we asked them what is it that you expect at the beginning of a call from a salesperson? What is it that you want them to do? And in very ribly, we heard the same things over and over and over again. We heard we want to know why they're there, we want to know what they're going to be doing today on the call and how long is this going to take? And they want to know why is this a good use of my time? I've taken time out of my busy schedule. Why should I be listening to you? So that was foundationally what really led to providing clarity around purpose process of payoff right. And you can't, you don't want to assume they know. I mean just because they have the counter and invite doesn't mean they know what's going to what's expected to happen during that window. No, they don't, and they you know, people are busy and so they've got a million things going on during the day and when you show up, we kind of like to think we're top of mine, but sometimes we...

...need to ground them and get them really clear about why we're there. Great, well, let's dive into it. Let's break down the component, starting with purpose. Okay, you want to outline that purpose of the meeting. And again, it seems so obvious, right, but there's so many times when it doesn't happen. No, it doesn't. And and you know, the one thing that I think it's important for people to know is that this is your first opportunity to establish credibility with that individual that you're meeting with. They see a lot of people, they see a lot of faces, a lot of people come into their office, and very few people take the initiative to take control of the meeting and provide the clarity that they would like to have. So it all starts with the purpose statement, and the purpose statement is intended to share with somebody clearly why are we meeting today? Not What is the benefit of what I do? Sure you know what's how can I help you? It's not about any of those things. This is clearly staying saying to people, why is it that we're here today. What's the purpose...

...for being here today? So right, give us an example of what a purpose statement might sound like in a natural way. Yeah, so first call, as an example, I might work and say hey, Rachel, listen, I if you wouldn't mind, would it be okay if I took a second and clarified why I'm here today? The purpose of today's meeting is really twofold. First, is to share a little bit of information about ourselves, tell you a little bit about what we do, how we help people, but mostly I want to spend time today to do some discovery and learn a little bit more about Your Business. Okay, it could be that simple. Yeah, and the challenge in the feedback that I get from sales people's, well, she's I don't really have time to go through a purpose process and payoff statement. But I don't know that that to ten seconds right. Yeah, I know that was not. I'm actually, as we're recording, I could tell you it was. But what is so, and that's really letting them know just a few things really, really quickly. Yeah, it the intend to is to lay down the foundation for why I'm there with people and...

...in the the allannge that I think we have is it is. We have to recognize. It gives me a chance to set the tone for the meeting. Right, if I come in and I'm very clear about my intention, people trust me, they know why I'm there. It provides a great opportunity for us to get grounded and directed in the direction that I need to go. I think you've said this before. You're never going to have more attention than you have rate at beginning of that meeting. That's right. That's right. And you know, especially if it's a meeting that might be centered around a negotiation or might be centered around a customer service issue or a problem, it gives me an opportunity to really get off on the foot that I want to. You know, we can be having a very difficult relationship, but I have the opportunity here to set the tone and express my good will and my intentions for the meeting. Purpose. Yeah, important. So let's take a look at that second p this is the process. This is what we would call the meeting agenda a lot of times. But how do I make sure, as a rep I'm outlining an effective process for my meeting? Yeah,...

...so the process is really nothing more than communicating clearly for people as to what we're going to be doing in this meeting today. It is really nothing more than an agenda, but it's an opportunity for you to list some of the topics, some of the things that you want to go through, as well as maybe talk about how long the meetings going to go go and and get through some of the basic demographics that you might go through during that meeting time. Is this also the time? By going through this, I would think at the beginning of the meeting, you're kind of opening the door to hear anybody who says they thought they were coming here for a different reason. Right. Totally. tellally. In fact, sometimes, you know, it's nice to engage them even prior to meeting face to face and trying to find out a what would you get out of this meeting? We've got a meeting next week. Tell me what would make it beneficial for you. So I'm going to build this together with the client in the what's really important at the process stage is to make sure it that I test this out. I tell them why I'm we're meeting and then I asked them, does this sound like...

...we're on track? Is there anything else you want to talk about or anything I'm missing, but it's really a pretty simple step, right. Okay. So next is is the payoff, and this is got to be the most critical component, right. That outcome is it is important because it provides that roadmap for the conversation that keeps everyone focused where we going to today. So, as as a rep who's using this the three piece, how do I make sure that that outcome is focused? Yeah, you know what, Rachel, it's funny because path is sort of a tricky word, right, and we're not suggesting that you necessarily use these three words, to use them in the conversation and embed them into the conversation. And so people sometimes struggle with payoff. But the payoff is really what people want to know. They want to know why is this a good use of my time? And so it's a really important to take your time and communicate clearly with people. Hey, this is the benefit of our time together today. The reason why I think this is a good use of your time today is this, and we want...

...people to be very, very clear. It takes only a moment to do it, but it gives them a reason to stay in the meeting and stay engaged. And you know, I know, we teach that value based conversation approach. Right, we're very buyer focused at force management, as many of you know and as many of you listening are. But when you when you think about the payoff, you can communicate that in two ways. Right. Here's what I'm trying to get in. Here's what the pay should be for you. Yeah, and let me give you an example. Okay, all right, so a simple example could be hey, Rachel, listen. The reason why I think this is a good use of our time is because, at the end of the day, for me, I'm going to have a perspective about your business just in the short conversation where we have and we'll be able to determine together whether or not this really makes sense for us to continue and have conversation. I want to be respectful of your time and and I just want to make sure today that we're going to be able to leave here and know, hey, can we charge forward together. So that payoff statement is a great opportunity for you to add value to the meeting and give them...

...some spirit around why they ought to be paying attention and spending time with you today. So why do you think sales people struggle with this and if this is so essential, why aren't they better at delivering it? Man Rachel, that's a tough question. Why don't people adopt anything new that we share with them? Right? And it's not just us, it's I mean, you know even the people that sit in our audience as they get hit with a lot of different things that we ask people to do and and for all of us, you and I, everybody, it's always difficult when we ask people to do something different, right, and and that's really a challenge for people. And so that adoption piece and having the personal discipline to say, you know what, I see the value of this, this is going to make a difference in what I'm doing. It's respectful to the client. In research the client, we know they want to know these things. Now do I have the personal discipline to go out and practice this and use this as a way to open the meetings and it makes an impression on people. When you...

...look at elite sales people, they do things different. Right, they do things different. There's clearly a different way and how they communicate, how they conduct themselves. We had a client one time in the West. I had a rep that was so diligent at this. She was she was wonderful and we went into the call. She's opened up the meeting and said, Hey, van, listen, here's why I'm here today, here's what the agenda looks like and here's why I think this is a good use of her time. And Ivan says, she says, you know what she says. You're the only salesperson that I deal with that comes in and opens meetings this way. She says, I can't tell you how much I appreciate the fact that when you show up, no matter how busy my day is, you hand me a typed agenda and you walk through why we're meeting and I can't tell you how much I appreciate that. So that's made an impression on me over the years. Sure, yeah, of the value of taking the time to do that. Totally. Yeah, a lot of times when you try something...

...new right, there's a little bit of awkwardness. But I wanted to bring up the kind of this point again because I think a lot of the times when we talk about something, we talk about the threeps or we talked about the MONTER. For those of you who know command of the message, when we say that we're we want you to adapt it to your own skill, your own stuff, language style. Yeah, we do. You don't have to say the purpose of this meeting. Right, Crosso's the payoff us. You need to just make sure you're getting that in those first couple of truths. Right, true, and thanks for pointing that out. You have to put this in your own language and it should sound conversational. But at the end of the day, I think the critical pieces that you're communicating those elements, and the way to know that is to just simply ask yourself, does my client know why I'm there today? Do they know what we're going to be doing? In they do. Do they know why this is a good use of their time? However, you need to communicate that as cool purpose, process. Path is just a nice, easy term and an easy way to remember things. Right. That's a good, good point, and I know that you also talk about if you if you feel a little awkward,...

...like coming right in. Oh, yeah, purpose that you have this permission question. Yeah, you know what, this is fun. I'm a relationship guy, right, so I like to have personal conversation and so we'll come in and we'll talk. How was a weekend and I was life what's going on, but there's always that awkwardness when you got to move to business, right, like how do I transition this to business without sounding like I'm a salesperson? Right, so I've found a question that works, I'm going to say a hundred percent of the time, because it's worked a hundred percent of the time for me. All right, and it's a great way to transition from hello, how are you to all right, let's get on with this. So it sounds like this, Rachel, Rachel, would you mind if I took a second and clarified the purpose of today's meeting? I mean, can I just spend a second, a while? I'm here today, right, right now. When you say that to somebody, what are you going to say? I'm not going to say no. You're not going to say I've never had a no. I've been on thousands of calls. I've never...

...had anybody say no. Don't do that. In fact, it cheersually just the opposite. It's usually please, please, oh, thank you. Finally somebody's being clear with why were they are here? Who Are you? What do you want to talk about? Yeah, so I think that's a good way to start off. As with the permission questions. Clarity is a powerful thing. Yes, it is, so that's appreciate. Breaking down the threeps. There's there bottom line that you want to cover here before we wrap our hey the station. The bottom line is, if you go into a meeting, whether it be twenty minutes, forty five minutes or an hour, take the time up front to spend one minute, a minnet and half to be clear with people as to why you're there, what you want to do in the meeting and why this is a good use of their time. I think what you're going to find is it's going to help you get directional, but, more importantly, it's going to make an impression on someone that's going about their busy day and they're going to say wow, when they come in there prepared, these guys are really great. So I think that's the bottom line...

...is step up to the plate and take a swing. Step up the plate and take US swing. Thank you. There's a great challenge for all of you listening and if you try this out, if you're doing it now and it's worth for you or you're going to, you're going to test it out for the first time, let us know. Hit US up on on twitter, Linkedin Facebook, you can find ray and all those places. We'd love to Ye hear from you. Thank you, everybody for listening. Don't forget, if you like our podcast you can subscribe to them on Itunes and soundcloud. We've also got a blog on force MANAGEMENTCOM. You can check that out to.

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