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Fall Sales Training - Start with the Why

Can we all be successful?
by

Fabio Ronga

on 16 October 2014

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Transcript of Fall Sales Training - Start with the Why

Borders
Did you ever ask yourself one of these questions?
Finding the answer(s) will make our company better!
Simon Sinek
Roshan Thiran
Scientific Proof
Why this session?
Fall 2014 Sales Training
Can we all be successful selling?
How can we all be successful?
Ethnographer:
Studied why some individuals are successful and others aren't...
Why:
To be the Earth's biggest selection + To be the most customer-centric company
Success of Innovators
driven by THEIR Why
Failure of Followers
copying someone else's What
VS.
Aron Buchman (Neurologist)

Neuromarketing
“People don’t buy what you do,
they buy WHY YOU DO IT.
"The goal is not to do business with everybody who needs what you have;
The goal is to do business with people who believe what you believe."
new
reptilian
middle
emotional
instinctual
rational
Fact #1:
Fact #2:
Sell to the Old Brain first;
then the New brain rationalizes the decision
to finally formalize it.
Establishes that all successful individuals communicate in the exact same way,
which is the exact opposite of what most people do.
Golden Circle
You can even sell them several "What's"...
At we start with the WHY!
Thank you!
always
Let's acknowledge selling is a tough job:
Operating job
requiring a perfect understanding of what we do
"Managing" job
requiring an understanding
of how we do it
"Leadership" job
requiring an understanding
of why we do it
To be successful, we need to be able to
drive behavior
=> have leadership
=> inspire others
which brain?
? sooner
After 2+ failures, take a solution that maximizes Turkcell's chances to be succesful asap
1. Fast implementation due to perfect product fit
2. ALIGN the entire organization to ensure success at any price
3. Establish trust
1. POC in 2 days vs. 3 weeks + "unconventional" implementation approach
2. Non-stop beqom Executives availability
3. Deliver the 2 promises we did ahead of schedule
(Turkey operation and Turkey version)
at
the Wright brothers
Samuel Langley
New
Brain
Old
Brain
Old
New
New
ICM System
Go-Live
What makes you think someone is very senior after only 1 minute?
How can you help someone develop leadership?
How is it that you know what you are doing is right, but can't explain why?
In a similar group of people, why some are consistently successful, and some consistently unsuccessful?
Aviation War: Compared the lives of vs.
Studied the life of Martin Luther King
Encyclopedia
Britannica
Microsoft
Explorer
IBM
Why:
To all contribute knowledge and create a true depository of global information
Why:
To kill Microsoft
(original) Why:
To make a dent in the Universe (later: To reinvent the status quo)
And WHAT YOU DO serves as the proof of what you believe.”
$967K in Software alone
in 2010... in Turkey
(no local presence)
vs. Callidus, Varicent, Oracle
(all 3 with local presence...)
In general:
email
ask yourself WHY an email (not a call?)
ask yourself WHY you put someone in cc:
start your text with WHY you send this mail
Selling:
qualification and sales strategy

WHY
will this customer go with beqom (product = a WHAT supporting this WHY)
presentation
first screen with WHY you have this presentation
you follow with its format (HOW) and its expected result (WHAT)
communicating with customers
Company: start with why we created this company, LINKING BACK TO THEIR
WHY
Product: start with why we developed such a product (the double approach, linked back to their
WHY
)
Pricing: start with why we chose this business model, and how it's supporting their
WHY
Infrastructure: start with why we selected Azure, and how it supports their
WHY
why
how
what
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