All good sales conversations start with the knowledge of your buyers. How do you help your buyers? What value do you deliver? How can you communicate this value to buyers in a memorable and enticing way?

In this lesson, you’ll learn:

• The 3 components of value and what happens if a component is missing
• How to position value early in the sale, when inspiring buyers to consider something new, and late in the sale, when trying to win business
• How to position your value favorably against the competition

Differentiation—or how you, your company, and your offerings are distinct from others—often starts with marketing, but it’s in the selling process that it truly comes alive.

In this lesson, we share the two types of differentiation and how differentiation changes throughout the sales process.

You’ll learn:

• 7 ideas to help you with differentiation
• Key points for how you can stand out in the market
• The importance of differentiation according to research

At the beginning of sales conversations you need to create enough interest and curiosity to intrigue people to talk with you more.

In this lesson, we introduce you to the 6 areas you need to cover to convey the value you offer.

Specifically, you’ll learn:

• How to use positioning statements in conversations
• How to test your value statement
• Common mistakes to avoid

Perhaps the most cited part of our What Sales Winners Do Differently research is the list of the top 10 factors that separate the winners of major sales from second-place finishers.

But deep in the data—in the parts the journalists and bloggers don’t write about—is the point that trust is essential for success in selling. It always has been. It always will be.

In this lesson, we cover 4 key components of trust and the building blocks of each component.

Much sales success is determined in the conversations you have with buyers. You have to lead masterful sales conversations and say and do the right things to win the sale.

In this lesson, you’ll be introduced to the RAIN Selling Conversation framework and learn:

• 7 keys to leading masterful sales conversations
• The top 10 attributes that separate sales winners from the rest
• A proven process to connect with buyers, uncover needs, demonstrate impact, and create a vision for the prospect of what their lives will be like after they purchase from you

People trust people they like. People buy from people they like. People want people they like to succeed. Your ability to make connections with buyers and build rapport is a key to your sales success.

This lesson covers the building blocks for making connections and building real rapport with prospects.

You’ll learn:

• The difference between emotional and rational thinking
• 4 Principles of Rapport
• How research on intestinal meats relates to sales conversations

All sellers need to be able to uncover prospect needs. When you uncover problems and pain (afflictions) and desires and goals (aspirations), you create the foundation for sales success.

In this lesson you’ll learn questioning techniques that uncover the full set of prospect needs, while at the same time positioning your solution as the most helpful.

Plus, we’ll share some of our favorite questions you can use in your next sales conversation, along with the best approach to uncover the root causes of needs.

What impact will buying from you have on your buyer and their business? Get your buyer to answer this question and you (and they) will know just how important solving the need or reaching the desired future state is. You’ll also get a sense of just how much it’s worth—and what your buyer might spend—to solve the problem or reach the goal.

In this lesson, you’ll learn:

• How to uncover the true value gap
• The two types of impact
• How to build an impact model

We’re all in the business of change. How you paint the picture of change and present it to your prospect has an effect on your ability to sell.

You’ll learn:

• The difference between demand-driven and demand-driving sales
• How to present qualitative and quantitative results
• How to build and communicate a compelling New Reality

We’ll also take you through a real-world example of a New Reality presentation.

Sellers are often told they need to “just ask great questions.” Others are told they need to be able to pitch, persuade, tell stories, and present. In reality, balancing advocacy (telling, sharing, presenting) and inquiry (asking questions) is the most powerful approach.

In this lesson, you’ll learn how to:

• Know if you’re talking too much
• Develop active listening skills
• Integrate advocacy into your conversations

Regardless of the business or emotional reasons why people buy, buyers have personal preferences for how they like to buy. The best sellers map their selling approaches to the processes and psychology of buying, and they think buying first, selling second.

In this lesson, you’ll learn:

• The 6 different buyer personas
• How the personas prefer to buy
• How to approach each buyer to facilitate sales success

Unless you’re fortunate enough to find prospects who completely understand their own needs, recognize the value you provide, agree with the impact of moving ahead, and prefer you above all others, you'll run into objections at some point.

In this lesson, you’ll learn:

• 4 categories of objections and how to identify and handle each type
• A 5-step process to overcome even the toughest objections
• How to uncover hidden objections
• 7 money objections and what’s really behind them