How to Build a Successful Sales System
| ana arenas
Now, first things first…
Any sales system must be automated, replicable, and scalable. I will explain to you what that means later.
For now, you must understand that if you want to scale your business, you need to learn the art of scaling without using your “time”, it is your most precious and limited resource.
Most people fail in selling because they fail to understand how humans behave, act and think. They treat a person as a “money symbol” and fail to understand how selling without selling means. “Everyone wants to buy, but no one wants to be sold.”
So by this point, you have understood that it doesn’t matter what you do. What matters is your ability to be seen, to be noticed. The value of your company will be measured by the size of your audience. In real life, it’s more profitable to be a “best selling author” than a “best writing author”.
My name is Ana Arenas, and I’m a passionate girl who loves to unleash people’s talents by teaching them how to communicate them to their audiences!
Intro: the basics
No matter what product you’re selling, your prospect will always enter the encounter with a preconceived notion about you, your product, and the company you work for.
People buy on emotion and justify their decision with logic.
A NO (objections) are smokescreens for uncertainty. The question is how to turn them into a YES.
When selling something, you have a limited factor “your time”, which will limit your availability with clients. For that reason, you must create an automated system that sells without using your time.
Every employee that has a relationship of any kind with your customers must learn the art of selling.
If you want to grow, you must learn how to replicate your ability to sell with other people using your selling formula.
The secret in selling is the number of people who return to buy again. Is having raging fans.
If you want to gain power and authority in your market, you must find a way to ask for any information from your prospects (email, phone) and create an audience somewhere you control.
Principle The law of reciprocity
“Humans almost always repay, in kind, what another person has provided for them.”
It makes no difference if they like you or not. If you made them a favor earlier, then they feel a sense of obligation to repay you.
Give free samples, information, training, coupons, etc. With the purpose of releasing the natural indebting force.
A person who acts a certain way toward us is entitled to similar return action.
Example: Free samples in supermarkets, clients buy those products. In Free trials for digital products, 65% of testers buy that product.
Note: be careful how you treat your clients, the amount of value you give first, and the sincerity of your relationship. You will receive it back.
Rejection- then- retreat technique
When you want someone to agree to a certain request. First, you make a larger request, one that will most likely be turned down. Then, after they have refused, you will make the smaller request that you were really interested in doing all along.
Principle Prices & coupons
expensive = good
Try to increase your prices, sell most of it, and then add a “discount” and put them at the original price.
We expect discounts to do double duty. To save us money and to save us the time and mental energy required to think about how to do it.
Increasing your ticket value
When presenting an expensive product first and following it with an inexpensive one will cause the inexpensive item to seem cheaper. Result: they end up buying more.
Principle When talking to a prospect
A genuine interest in the other person is the most prominent quality a seller can possess
Be a good listener.
Encourage others to talk about themselves.
Allow the other person to speak the most.
When we ask our prospect to do something for us, we must provide a reason for it.
Example: Excuse me, can I give you this pdf.
or Excuse me, can I give you this pdf, because I believe you will sell more with it.
Principle commitment & consistency
This principle means our nearly obsessive desire to be consistent with what we have already done.
We will encounter personal pressures to behave consistently to that commitment.
Those will cause us to respond in ways to justify our earlier decision.
When a person is used to doing something, he most likely continues to do it.
Example: Ask your client how they are. They will most likely reply positively. Then you can ask them for a favor, or to do something for you, like agree to a phone call.
They will most likely continue to reply positively.
Example 2: Obtain a large purchase by starting with a small one. The purpose of that small purchase is not profit, it is commitment. Your prospect is getting used to buying from you.
What happens inside the heads of our customers?
Once a commitment is made, their self-image has 2 pressures. 1.- The pressure to bring self-image into line with action
2.- A tendency to adjust this image according to the way others perceive us.
So if they rejected us in the beginning they will continue to be consistent, or the other way around.
Principle social proof
It is the tendency to see an action as more appropriate when others are doing it.
When a lot of people are doing something, it is the right thing to do. People will judge your offer by what others say about it.
Advertisers inform us when a product is “fastest-growing”, “best-seller”, etc.
They don’t have to convince us that the product is good, they need only to say that many people think so.
People are always looking to see what everyone else is doing.
Example: Netflix promotes the “Most watched” movies, not the best produced. When you look for a “popular” restaurant you check the one with the highest positive reviews.
“Monkey me, Monkey Do”
Advertisers know that to sell a product to ordinary viewers is to demonstrate that other “ordinary” people like and use it. People will use the actions of others to decide on proper behavior for themselves, especially when we view those as similar to themselves.
We most prefer to say yes to the requests of someone we know and like.
The key to success in sales is that every new prospect must be visited by a salesperson armed with a name of a friend “who suggested I call you”.
People like people who are similar to them.
People are most likely to help people who dress like them. A way to increase your prospect’s liking is to claim that you have backgrounds and interests like them.
People will respond favorably to the most familiar face.
The reasons why this happens: People’s attitude toward something has been influenced by the number of times they have been exposed to it in the past.
Example: When you do a Facebook ad you target a person several times, to become familiar. Companies hire artists or famous people, their audiences like.
Note: People use the pronoun “we”. When the outcome is positive, to include themselves. They use “they” when the outcome is negative, to exclude themselves.
The idea of potential loss plays an important role.
People seem to be more motivated by the thought of losing something than by the thought of gaining something.
The limited number tactic: When the customer is informed that a certain product is in short supply it immediately increases the value in their eyes.
The sold-out tactic: The customer gets disappointed when an item is sold out. The loss of availability increases its attractiveness. Least available = Most desirable.
The deadline tactic: When a time limit is placed on the customer’s opportunity to get something. It creates high pressure because the person has to make a decision right now.
Example: When you buy airplane tickets or book a hotel, you see on the screen “sold out”, “only 2 rooms left”, and similar headlines that pressure you to make a decision right now.
We are trained from birth that obedience to proper authority is right and disobedience is wrong.
Why do people follow someone they perceive as an “authority”? Once a legitimate authority has given an order, subordinates stop thinking in the situation and start reacting.
Because they know more than us. Their positions speak of superior access to information and power.
Types of authority
Titles: It takes years of work and achievement.
Clothes: A guard uniform or a business suit, show a confident man. They send a message of propriety and respectability.
Trappings: like luxury and cars they give status and position and therefore respect.
Example: People blindly follow what their favorite authorities say and do. Artists, politicians, authors, coaches, teachers.
Principle A yes that means no
How many times have a prospect said to you, yes, but they don’t end up buying?
A yes that looks like:
Yes, call me tomorrow
Yes, send me more info or a proposal
Yes, let me discuss it with my partner, I’ll let you know.
To avoid the possibility of a head-on confrontation, the prospect conjures up a little white lie, a special lie that gives the salesperson just enough false hope to make them think that there is a shot of getting a callback.
Why does that happen?
When your prospect still has doubts they say no.
When you have to answer all of their questions, fear, and uncertainty it’s still inside their heads, so they say no.
People have had many negative situations and believe that another situation will repeat with you do they prefer to say no. They don’t want you to keep pushing the sale so they say “yes”.
Principle turning a no into a yes
A goal-oriented communication- every word, phrase, and question should have the ultimate goal which is to increase the prospect’s level of certainty as much humanly possible so that by the time you get to the close, he’s feeling so certain that he almost has to say yes.
Most of the time prospects are going to hit you with at least 1 or 2 objections.
You must be prepared to not only answer them in a way that satisfies the prospect but also make a follow-up presentation, with the goal of increasing their level of certainty.
it has to do with an invisible force that holds them back, the beliefs they have about buying, making decisions, and trusting other people. The sum of these beliefs create a threshold of certainty, that a prospect muy cross over before they are ready to buy
The Harmonious process
1.- Analyze your current situation
We analyze your three pillars: Sales, Operations, and finance. We understand your weak points, high costs, and areas where you lack systems. We analyze the external factors, the market, your ideal clients, and your competitors. What are the areas in which the information is not flowing? In what particular areas do you need a system? Do you understand your weak points?
2.- Create a growth plan (Automated, scalable, and replicable)
Based on your priorities, we create systems. Those systems will be created using social media, CRMs, pdfs, and the proper documentation needed. If your sales process is not automated and scalable, or if you rely on word of mouth, we create systems. If you struggle to deliver your offer, your costs are going to the roof, the delivery & inventories have leaks, we create a system.
3.- Build a team
Companies without a team don’t grow. We help you build a solid, motivated, trained, and qualified team. One of the hardest things to have is a team. Most companies struggle with human resources, they have sales, a proven concept, but no team to follow up. Dealing with humans is hard, and teaching them how to sell is harder. How do you make people fall in love with your company? How do you create a culture?
4.- CEO’s Role
The role of a CEO is not to be a multitasker and handle operations. We teach you how to read financial statements, make decisions, lead a company, and delegate. When you lack a team, you go and fill in the position missing. The problem with this is that you leave your CEO position empty. There is no path and no goals. The more you grow the fewer positions you can fill in, so the more problems you will have.