“So the better approach is actually to just stick with your top one or two points and not bring up the other factors at all because they actually take away from your buyer’s ability to make a confident and informed decision.” – Jack Wilson in today’s Tip 1523
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today, Jack Wilson is back, and remember yesterday when I told you to come back for a great sales tip. Yeah. Give a listen to this:
Jack Wilson: What’s going on, Daily Sales Tip? Jack Wilson back with another tip. This tip actually comes from a lot of recent reading, specifically from the book The JOLT Effect, which I highly recommend. It’s written by the same authors that did the studies for the Challenger sale and the Challenger customer. But what the JOLT effect talks about is how indecision is actually a bigger villain to sellers than the status quo by a 60-40 ratio.
Now, JOLT is actually an acronym, and the L in JOLT stands for Limit Exploration. If we couple that strategy and information together with what we know about brain science and how the fact that when we present arguments to people, they’re not actually additive, they’re averaging. It becomes much more of a powerful concept.
What do I mean by averaging versus additive?
So let’s say you’re in a sales process and you wanted to present rather five arguments to your buyer. Well, if you scored those arguments arbitrarily based on the strength of their merits, let’s say you give two of them 90, one of them is 60, the other one is 70, the overall score is above 300. We think it’s additive and they all combine. But in reality, the way our brains work is we have an averaging effect. So we take all those scores and we average them to about a 70. What that means is that the weaker scores actually detract from your stronger points. So the better approach is actually to just stick with your top one or two points and not bring up the other factors at all because they actually take away from your buyer’s ability to make a confident and informed decision.
So what I want you to do with this information is the next time you go into a sales motion, I want you to create a proforma for yourself. On the right-hand side of the proforma, I want you to write down what your buyer needs or the requirements that you’ve uncovered through discovery or the pain points, however, you label them, what are the things that you’re going to need to provide or solve for or the outcomes that they need. Then I want you to score them on a scale of zero to 100. 100 obviously being the most important, zero being not.
And then on the left-hand side of that proforma, I want you to do the same thing with your recommended solutions to each of those problems. After you’ve created what should be a pretty exhaustive list, I want you to look at the numbers that you’ve created for yourself based on what you know about the buyer and the strengths of your arguments. And I want you to create the average. So average up on the right-hand side, the average of all those pain points or outcomes, and then average up the scores of all your solutions. Whatever that average number is, that’s the median, that’s the middle point. What I want you to do now is to forget about everything that scores less than the median, because what that means is they’re only going to create noise and complication and take away from your opportunity.
So on the solution side, everything you scored above that average, I want you to keep those. And then I want you to align those with the solutions that respond to them accordingly that all score above the median. Now, if you want to do a really good job at this, you can create your own minimum standard by saying you don’t want anything under a B plus or an 80-85. And then you can go only with the strongest, most concise, and clearest argument so that you can avoid indecision. This is a complicated one, so you might have to listen to it once or twice. But trust me, the less is more.
Scott Ingram: I bet Jack would love to average up is LinkedIn connection to conversation score. Click over to DailySales.Tips/1523, click the link to message him on LinkedIn and tell him how much you enjoy his tips. Thanks for listening and come on back tomorrow for yet another great sales tip. Thanks for listening!