MGF - Selling in the New Normal

This training program introduces the IoweU™ approach to building trusted business relationships and provides a suite of 11 Application Canvases to support the development of consistent practices across the MGF organization plus a common framework and language.

The training combines workshops led by David Lambert, complemented by online Application Canvases and related learning resources.  These canvases will be introduced at relevant points throughout the program.

There may also be some pre-workshop and post-workshop activities.  To get the most from the limited workshop time, it is important that you complete any pre and post-workshop activities.

Workshop 5 - Framing conversations for interest and engagement

In this workshop we introduce the I We You framework for: 
 
   1) getting meetings
 
   2) framing conversations to create an environment where clients want to engage and participate  
  
   3) framing particular topics within a conversation
 
The two I We You canvases that we will reference are included below.

Workshop 4 - Uncovering and envisioning value

In this workshop we introduce SHAPE Questioning, the core questioning framework that sits at the heart of the IoweU™ approaches to building trusted business relationships.

SHAPE is an evolution of the SPIN questioning approach which you may have come across.  The SPIN questioning framework, introduced by Dr Neil Rackham in his ground-breaking book SPIN Selling (1988) - and now the core of Huthwaite Inc's sales training - is the best-known consultative selling approach.

Back in 2006, Dr Rackham wrote, in the foreword to the book Selling is Dead:  
 

"For some years I've felt that classic selling skills models, including many that I have created,
rely too heavily on selling solutions to problems.
Today, the most dynamic growth opportunities come from divergent offerings.
Salespeople following problem-based models often fail to uncover opportunities until very late in the call - if at all.
What is needed is an approach that encourages discussion of opportunities much earlier in the sales process."
 

In 2011, having read Smarter Selling (the book that sets out the IoweU approaches and tools), Dr Rackham wrote:
 

"Success in the consultative sale is all about creating customer value from every meeting, but few salespeople know how to do this.  
This book has many useful and practical ideas to help salespeople improve their value-creating capabilities."  
 

Two canvases (below) are introduced in the workshop - both focused on creating customer value in every conversation and differentiating you as someone with a value-oriented approach.
 

Workshop 3 - Dealing confidently with questions and difficult situation

In workshop 3, we introduce two canvases:

- one for reflection and preparation before entering a conversation: Handling queries - mindset and approach

-  the second for dealing with unexpected statements or questions on the spot: Queries and Questions - in the spotlight     

Workshop 2 - Position ideas and MGF services

In workshop 2, we introduce the Need-Feature-Benefit construct. 
 

  • Resist the temptation to use fancy phrases that make you feel good and instead focus on things that are important to your client: time; money and comfort.
     
  • Give examples to prove capabilities.  Describe what you have done, not what you can do!
     
  • Remember the Rule of 3.  1is top of head; 2 has a sense of oppostition and forced choice; 3 is comprehensive and balanced; 4 is ... well, do I still have your attention?!

Below the video we watched during the session - a clip from the series Entourage - where the actor "Vinnie" and his manager "E" are considering which Acting Agency to use.  A "beauty parade" of three agencies; two that are new, then the incumbent agency co-owned by their friend "Ari Gold". 

Write your awesome label here.

Workshop 2 - Post-workshop activity

Access the Prefrr© behavioral diagnostic (see below on this page) and complete all 9 categories.
Share your Prefrr© results with david.lambert@relcap.academy via email in the format requested by Nathaniel.

 
If you haven't done it already, work through the Aligning behaviors with Prefrr© canvas (again see below) and the related learning program.

 
At the beginning of our next session we will start with a look at the group's combined results and highlight any implications.

Also work through the two canvases and related learning below.  These are the canvases introduced in Workshop 2. 

Workshop 1 - Understand new ways to differentiate MGF with customers

The first workshop focuses on how we do things currently; where we need to change to grow MGF's business; and how changing the way we behave with clients can drive business growth.

The first workshop introduces the Prefrr© Behavioral Diagnostic.

You can access the tool directly at www.prefrr.com or by accessing the Application Canvas below and selecting from within the canvas learning program.

To learn more about Prefrr© and how to use it, access the canvas learning program by clicking on the canvas cover page shown here.

Workshop 1 - Post-workshop activity

Access the Prefrr© profile and complete all 9 categories.

Work through the Aligning behaviors with Prefrr© canvas and the related learning program.
At the beginning of our next session we will start with a discussion of Prefrr© and how we can make use of it.

To think about matching and mismatching behavior, estimate Prefrr© scores for an important client or colleague and note down how their scores compare to yours using page 3 of the Application Canvas. 
Then, consider and note down how you might choose to flex your behavior - in certain situations - to build stronger rapport.



Post the workshop, you will be asked to submit two I We You meeting requests.

At the start of the second workshop you will be asked to share at least one I We You frame that you have used.

Hope you find the pre-work interesting, informative and enjoyable!
Looking forward to meeting you online, on Friday.
 

How to get and then frame a conversation
Pre-workshop 3
Complete prior to third Zoom meeting

These two canvas modules are designed to help people:
- ask questions that engage buyers in interesting, insightful and informative conversations.
- manage conversation flow and focus on delivering value to buyers.

How to position offerings and solutions in the client’s world and gain commitment
Pre-workshop 4
Complete prior to fourth Zoom meeting

The final three canvas modules are designed to help people:
- record and share key conversation points to drive collaboration.
- position ideas and offerings in such a way that buyers see the value and commit to moving forward.
- convince buyers with compelling examples of how my offering delivers tangible benefits.