AA NOTES
Below is a simple model that I have been using for years, created after realizing I was spending too much time going down the ‘rabbit hole’ searching for leverage. I call it my ‘2x2x2 pre-search model’ – let’s break it down:
AA’s 2 Minute Drill: Pre-Search Model
Spend 2 minutes, scanning 2 different platforms, searching for 2 insights to leverage.
Pre-Search: the word connotates ‘pre-research’ meaning before the ‘real’ research is required. This stemmed from my selling background, which has always been long sales cycles with low close ratio’s. The low close ratio, on top of the intense competition, was largely driven by rates. If your rates aren’t matching or lower than the client’s current pricing, it’s very unlikely for one to sell it. Once I know I’m ‘in the game,’ I dive into research like nobody’s business –before then or preparing for non-selling related objectives (i.e. setting appointments), I stick with ‘pre-search.’
AA’s 2 Minute Drill: Spend 2 Minutes – Scanning 2 Platforms – Gaining 2 Insights
Two Minutes
2 minutes is the baseline I set for myself, after establishing an efficient process. While most instances will require a bit more time to research – 2 minutes is a good loose parameter to remind yourself when you might be digging too deep; there comes a point when it’s time to pick up the phone.
Two Platforms
Searching 2 platforms will often produce all the insight needed before reaching out. Start with company website and the target’s LinkedIn page then branch out as needed. I used ‘scan’ in the description intently. You’re not reading every line; have a general idea of what you’re looking for and once found – move on.[AA1]
Two Insights
Ultimately, what we’re doing here is gaining leverage to strengthen our position. At this stage, the insights you’ll need are basic, such as intel for rapport building/ice breakers, so there’s no need to overdo it (yet). At least 2 points of customization is ideal but even if insights aren’t used, they help by raising your awareness.
*Pro-Tip: Google search the company of the person you’re targeting and click the ‘NEWS’ tab to find recent articles. These insights can be ideal for gaining leverage, whether it be congratulating them on a recent award, being aware of a recent acquisition, or learning how they’re involved in the community. People like talking about themselves – let them.
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There’s one line from the ‘two insights box’ that I want to expand on before we move forward – “ultimately, what we’re doing here is gaining leverage to strengthen our position.” You learned briefly about bad/better/best position relating to written communication, but I’m calling this out as it’s of utmost importance to the Technically Selling approach.
The most effective, influential, and strongest sales position one can be in is summed up with four simple words –
YOU SAID / HERE’s HOW
This is the essential area of focus #1 of the final pillar in our framework (Adapt & Advance), but ‘you said / here’s how’ is the name I gave to our primary sales position and will be intertwined throughout Technically Selling, so it’s important to understand what it means.
YOU SAID: what the buyer conveyed, either directly or indirectly, as important to their situation or relating to their motivation for moving forward.
HERE’S HOW: presenting how you as a salesperson, your company, or solution aligns with the SPECIFIC needs, wants, pain points, or values, expressed by the target.
Basic Examples: Primary Sales Position
“You said _____ is of most interest / here’s how our solution helps accomplish that…”
“You said your expectations are ______ / here’s how we’re exceeding those expectations…”
“You said _____ is a pain point / here’s how we can help alleviate that pain…”
“Your website says <customer service> is top priority / here’s how we help maximize client experience…”
Pretty simple right? I intentionally made our primary sales position uncomplicated to ensure it resonates as it’s something that can be implemented right away and generate immediate results. At the end of the day, your goal is to gather as much ‘you said material’ from the other side as you can; this organically strengthens your position by helping the buyer correlate the value of your solution with their specific situation.