3.03 (V) Working a Room

[MUSIC] Think for a second about the different situations you are in where you might be selling. [MUSIC]あなたが売っている可能性のあるさまざまな状況について、もう一度考えてみましょう。 You're in daily conversations with customers and colleagues. あなたは顧客や同僚と毎日会話しています。 You might be at an industry conference or even an interview. As sales people we have to be ready to sell it all times. And what this means is that we need to know how to introduce ourselves. And to determine whether the person we are talking to represents an opportunity for us or for our business. 私たちが話している人が私たちのために、または私たちのビジネスのために機会を与えているかどうかを判断する。 Here's how this is going to work. I want you to imagine that you are going to a networking event tonight from 5:30 to 7 in the evening. 私は、あなたが夜の5時半から7時まで、今夜ネットワーキングイベントに行くと想像して欲しい。 It's in a hotel near where you leave, and there are 100 people there tonight. Furthermore, there are 5 people out of that 100 who can either do business with you or your company. さらに、100人のうち5人があなたやあなたの会社と仕事をすることができます。 Or they can hire you to do a great job for their company. So, tonight comes and you show up at the hotel at 5:30, and you look through that glass door and you see 100 people standing there. You've got 90 minutes to find your five people, go. あなたは5人を見つけるために90分を持っています。 What do you do? Most sales people have a really hard time with this. And because they are not ready they end up making the same mistake that everyone makes. They talked to four people and then the networking event is over and they go home and go to bed. That's not enough, we are high performers, we can do better. それだけでは十分ではありません。私たちは高いパフォーマーです。 Remember your sales goal, you're here to find the five people who are prospects. This is why I designed the Art of the Sales Conversation Tool. Here's how it works. Every sales conversation has four forward gears and a reverse gear. And this tool is designed to get you into and out of conversations effectively and efficiently, such that you accomplish your goal. The first gear of every conversation is small talk. How are you? Where are you from? Nice weather we're having today, things like that. But then something happens. You get asked a question. And you know what? Once you graduate from university, it's the number one question you get asked for the rest of your life. It's what do you do? This is the most common question you get asked, and it's the second gear of conversation. But do you have an answer? Do you have a crisp clear interesting answer? 鮮明で面白い面白い答えがありますか？ If you don't you need one. Oddly most people don't they either say too little, I'm a consultant or I'm a professor or they say too much. 奇妙なことに、ほとんどの人はあまりにも少ないとは言いません。私はコンサルタント、あるいは私は教授です。 I work for this great company and we've worked with clients really all over the world we've helped them do all kinds of projects. And they just keep going. There's a better way to introduce yourself. I call this second gear of conversation the sales trailer. It's the movie trailer of you. それはあなたの映画の予告編です。 Think about how a movie trailer's made. 映画の予告編がどのように作られたのか考えてみてください。 They film a movie and it's two hours long. Then they take just certain clips of the movie and they stitch them together into a minute and a half movie trailer that is designed to sell you the movie. This is exactly what I want you to do, but for you. Think of one or two sentences that best describe what you do. And you will be ready to shift into second gear. Here is an example. If you approach me at this networking event, and ask me what I do. I would simply say, I run a company called Sales Engine. And we help companies build and tune their sales engine. And I stop, that's my sales trailer. And it is designed to give you just enough to keep this conversation moving forward. It's the second gear, and the second gear in a car only takes you so far. Once I say that, we now shift into third gear. 私がそれを言うと、私たちは今や第3のギアに移ります。 If you were talking to me at this networking event and I just said my sales trailer. You would likely say something like, what does that mean? あなたはおそらく何かのように言うでしょう、それはどういう意味ですか？ And now we're in third gear. What should I do here? Well, I should give you a little bit more, because you asked. For my third gear, I say this. What that means is, we look at the sales process companies use, the tools they use to support the sales team. つまり、セールスプロセスの企業が使用するツール、セールスチームをサポートするために使用するツールを見ていきます。 And the knowledge, skill and discipline of the team itself. What always happens then is that you shift us into our fourth and final gear. And this is where I will determine whether you are one of my five prospects or not. The way people most often shift into fourth gear is that they ask so how do you do that? Or tell me more. But here I don't respond with information, I respond with a question. The reason I do this, is that I need to determine whether this person I'm talking to is actually a prospect or just a nice person who's not a prospect. And I'm going to use a question to figure that out. I simply say, how do you think about those things now? Or if I want to be a little bit more helpful, I might say so how do you think about sales people, sales process and tools now? And guess what? I'm going to find out right now whether you're a prospect or not. 私はあなたが見込み客であるかどうかを今調べるつもりです。 If you say well Craig, I don't really think about those things at all. あなたがよくCraigを言うなら、私は本当にそれらの事について全く考えません。 See I'm a farmer, nothing wrong with farmers, but it's now clear that I'm not talking to a prospect. But if you say to me something like, well that's interesting Craig, I've got a sales team of about 50 people. しかし、あなたが私に何かを言うなら、それは興味深いクレイグです。私は約50人のセールスチームを持っています。 I'd be curious to know how you measured discipline. 私はあなたが規律をどのように測定したか知りたいと思っています。 Now that is an answer I want to hear, I've probably just found one of my five prospects. We've now shifted all the way to fourth gear and in less than one minute I've figured whether you're a prospect or not. 私たちは今、4番目のギアに全部移ってきました。あなたが見込み客かどうかは私が考えた1分もありません。 That's the art of the sales conversation. But wait, we left something out. Remember I said, every sales conversation has four forward gears and a reverse gear, so let's look at the reverse gear. This is the toughest one, because this one is going to make you a little uncomfortable. The reason most salespeople only have about four conversations when they should be having many, many more is that they get stuck. And the reason we get stuck is because we get comfortable. As we make small talk we get to know each other, even a little bit and that warms us up. 私たちは小さな話をするときに、お互いに知り合って、少しでもそれが私たちを暖かくします。 And it becomes very hard to get away, even when it's become clear that we are not a fit. そして、私たちがぴったりでないことが明らかになったときでさえ、逃げることは非常に難しくなります。 So you have to build a reverse gear and I suggest that you use your small talk to build your exit. Here's what my reverse gear looks like. If we were at a networking event together during our small talk, I would say this to you, I've been looking forward to this event tonight. There's a whole bunch of people I'm here see, I'm sure you're the same way. 私がここにいる人々の全部があります、私はあなたが同じ方法だと確信しています。 So, where are you from? And I would continue with our small talk until you ask me what I do. You see what I just did, I built an exit door. 私が今行ったことを見ると、私は出口ドアを建てました。 I'm here to see a bunch of people. And I built that door right next to us, such that I can walk through it any time I need to. そして私はそのドアを私のすぐ隣に建てました。そうすることで、いつでも私はそれを歩くことができます。 The art of the sales conversation has four forward gears, and a reverse gear. This powerful sales tool will help us be ready to have our best sales conversation at a moment's notice. And it's another set of skills and disciplines that will separate you from the pack. そしてあなたをパックから切り離す別の技能と訓練があります。