Bill Caskey Resources

 TOPIC #1: How Has Selling Changed?

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An Interview with Bill Caskey

A while back I was interviewed about my perspective being a sales coach and trainer. Among the many questions the interviewer asked, one was, “How has selling changed?” Having been in the business of training sales teams since 1989, I’ve seen quite a few changes. Thought you might like to see some of my answers. The entire clip is about 6 minutes.

 TOPIC #2: Start With Your “Why”

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 Simon Sinek (TED Talks) Tells Us Why

In this video, Simon Sinek discusses the fact that all of our businesses have an outer circle of “what” (what do we sell or do), the mid circle, which is the “how” (how do we do what we do and is it distinguishable from anybody else who does what we do), and an inner circle is the “why” (what is our purpose for being in business, what attracted us to this business in first place, why are we so passionate about our work).

Simon’s premise is that our customers buy the why we do what we do just as much as they by the how or the what.  And yet, most of the time the why is the last thing we talk about with our customers or prospects.

We think it’s vital for each member of your team to be very clear as to why they’re in the business they’re in. And, secondly, to be clear about why your company is in the business it’s in. Most companies totally overlook this as a strategic advantage – and that’s a mistake.

 TOPIC #3: Insights Behind Your Messaging

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icon-access An Example of The Importance of Crafting Your Message

In this training video from our online course, Bill reviews the importance of message. This gives you some insight into the kind of content is available from Caskey.

 

 TOPIC #4: Finding Your Customer’s Reason For Buying

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 3 New Ways To Think About the Selling Profession
*This is an excerpt from the blog post 5 New Ways To Think About the Selling Profession at CaskeyOne.com

1.) Fully understand the kind of pain they’re feeling.

The fact is that your solution probably solves a problem of some kind for most clients.  Even though we can suggest that “every client is different” (naturally, we don’t want to assume anything), we also have the luxury of experience in our businesses.

For example, in the sales training and coaching business, there are but a handful of problems that arise that we can help people with.  And we know what those are going in so that we can spot them when they become issues.

  • Old Persuasion: Seller pitches and convinces the buyer.
  • New Persuasion: Seller seeks to understand the prospect.

2.) Understand the economic impact of the problem.

A person can become persuaded pretty quickly if they discover, through your questions, that the problem is costing them $1.5 million per year.  If they come to that conclusion, you don’t have to be very “persuasive” or “convincing.”

  • Old Persuasion: Justify your price.
  • New Persuasion: Give attention to the cost of the problem-let them justify your price.

3.) Detach, and get out of their space.

I wonder how many times you’ve lost a deal, not because you didn’t pay enough attention, but because you got all up in their business when it came to making a decision.

I said in last week’s post that whenever we feel like we’re becoming too eager for the sale, we need to drop back, take a breath and detach. A detachment is one of those principles that will help you become more persuasive because they sense you don’t need the business.

  • Old Persuasion: Be enthusiastic.
  • New Persuasion: Let them be enthusiastic.

All in all, I’d like you to consider these five points as you go about your business development and sales routine over the next month or so.  Think about how you can become persuasive rather than how you can persuade someone to act in a certain way.

 TOPIC #5: How To Train a Sales Team

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This is a quick video on how we go about training a sales team. If you’re exploring ways for Caskey to help you grow your business by developing the skills of your team, then this video shares our philosophy and how we go about the work. It’s divided into two section: 1) GET READY, which is the upfront discussions you must have internally, and 2) GET RESULTS, which is the implementation of the work itself.

TOPIC #6: Listen To This Podcast on “Questioning”

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Here is a podcast we did recently on the danger of asking lots of questions. You’ve (we’ve) been taught for decades that we must ask the customer what their pains and objectives are. But is that really a good strategy? We think not. Listen to this episode to get some ‘counter-intuitive’ perspectives.

 

  • Bill's Bio

    • Bill is a sales development leader and experimenter. He’s passionate about sharing his ideas about selling, business, life, money, and meaning.
    • Apart from training, Bill is a wickedly fast reader, and if they ever invent a speed reading competition he’ll be world champion.
    • During his time off, Bill spends time with his wife, Jane and daughters, Kara and Kelly and son-in-law Clayton. He also enjoys reading, relaxing by the pool and taking long rides, motorcycle and bicycle and hoisting a kettle bell.

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