The following is a transcript from a Thrive15.com training, one of the most practical business schools in Florida, that features Clay Clark (US Small Business Entrepreneur of the Year) addressing a call center talking about how to develop the fundamentals of a winning sales presentation!
Clay Clark: Now we're going to get into the sales. I want to get into this real quick. This is stuff for you to take notes on, kind of our little training of the night. OK. We're going to go over the five parts of a winning sales presentation. Let's pretend that you graduate, or you don't graduate, but either way you're no longer in college. Now you find yourself at a business of some kind.
You're running a business and you have to make a sales presentation. There's five parts of every sales presentation that have to happen. If you do these things you'll make a lot of money. If you don't, you won't, that's just how it works, OK?
First part is rapport. Somebody tell me some rules about rapport. How do you know when you are done building rapport? It's when somebody likes and ... Likes and trusts you. Likes and trusts you, right? Like and trust. That's the goal of rapport. Like and trust. How do you know when you're done building rapport? When they like and trust you.
What percentage of the time should the other person be talking versus?
Clay Clark: 70/30. 70 for them, 30 for you. Make sense? How many of you have noticed it, on the rapport building, when you get the person talking at first it helps? Who's noticed that? Let me tell you some rules to not build rapport. This is the opposite rapport. This is like reverse propulsion rapport? This is you're putting on the thrusters of going in reverse? You're on a boat, you're trying to go forward but you put it in reverse? You're going the wrong way.
This is what'll happen. If someone asks you how are you doing and you give them a short, borderline curt answer it will irritate them to the point that they no longer listen to you. Example. "This is such-and-such calling. We have Oral Roberts University. How are you doing tonight?" They're like, "Fine, how are you?" You're like, "Good. The reason for my call is ..." How does that make you feel when someone says that to you? Right?
As an example, let's just say you're walking into you're ... Who here has a roommate? Who has a roommate? Who has a roommate? Anybody have a roommate? You've work it out, you have no roommate? Using your South African powers to get what you want? I see how it is. OK.
Those of you who have a roommate though, right? If you're roommate says, "How are you doing?" That's generally an opportunity for you to connect with that person. If you said, "I'm doing good. Hey, do you have any money?" If you just, "I'm doing good, do you have any money?" It would just come across as weird.
If you go to somebody's house. Who here has been invited to a Wingbacker's house so far? OK. You know how you sit down, and usually it's the wife and the husband. They introduce you to the other wingmates and stuff. Do you know what I'm talking about? Have you done this? Am I the only one who's done this? You're out there meeting the sponsor, right? The sponsor is saying, "Tell us something about yourself." You're like "Yeah, great. What are we eating?" Like if you did, "Yeah, yeah. Great. What are we eating?" Right? "I'm doing good, what are we eating?" "How much money do you make? Hey, what are we eating?" If you do that you're not going to stay there very long because you're not building rapport, right? They don't like and they don't trust you.
Some of us are not trying to be mean on the phone. We're trying to be good people. None of us are trying to be difficult. I think anybody here's like, "That's it. I'm going to irritate every person I talk to." I promise if someone asks "How are you doing" if you respond with a short answer, "Hey, I'm doing good. The reason why I was calling is ..." It makes you sound like you're very disingenuous, you're not calling them because you actually care, and it'll frustrate them.
What's an appropriate response? We'll go to Miss Heard. Real quick, all scripting aside, what did you do today? What was your day like?
Group: I listened to some audios for, actually talking about sensitivity and emotion and vibes and stuff.
Clay Clark: Who wrote those things, or recorded those things?
Group: It's called, the website is called Awakening to an Abundant Life, something like that.
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Clay Clark: Cool. Here's an example. Somebody on the phone says, "How are you doing?" "Well, I just finished listening to this unbelievable audio CD called Awakening to the Abundant Life. It was great. Anyway, the reason for my call was ..." All of the sudden they're like oh, a real person. Bing, bing, bing. Now they'll open up to you.
Another example is, who else had something going on today? Anybody else have something going on today? Did some of you wake up right before you got here? Anybody else have something going on? Cassie, what did you do today?
Group: I cleaned.
Clay Clark: You cleaned. OK. Someone says, "How are you doing today?" "Man, I cleaned today. I got it clean."
Group: I didn't say that but I said I had a very busy day.
Clay Clark: Yeah. You could tell people, you can go to the next level. I cleaned, I organized my shoes, I put some Windex on the third window. I feel it's great. Person will be like, OK.
Group: I didn't tell them, but I did make them feel valued.
Clay Clark: Good. I'm just telling you the more details you give the more they receive what you're saying. Does that make sense? I'm just telling you this because I have to tell myself this every single night. My wife says, "How was your day?" I'm just telling you, I am a man-bear-pig. I will not naturally do these things. I will say, "Good." That's the summary of my entire day. If I'm really opening up I'll say, "Very good. I talked to Dan about some stuff." That's about as much as I'll ever say. Because I just don't naturally want to converse because I'm an alpha dude, you know what I mean? Some of you do want to converse. Everyone's got their own thing we do.
I know that if I want my wife to continue our marital contract beyond the twelve-year mark I have to say, "Great." I have to search for things. Oh man, what did I do? "Well, at 4:00pm." You know what I mean? I have to. It's not that I don't care about what my wife's saying, it's just naturally I don't talk. I don't talk unless I have something to do. I'm not a big converse guy. Make sense?