The Art of Sales Toronto 2016: Conference Summary

CONFERENCE SUMMARY Toronto | December 7, 2016

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About The Art of Sales

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Jeffrey Gitomer Sales Effectiveness & Relationship Development

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Tiffani Bova Technology & Sales Performance

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Ron Tite Storytelling & Creativity

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Cathy Salit Communication & Body Language

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Charles Duhigg Time Management & Productivity

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Jay BaerJay Baer Customer Service & Consumer Behaviour

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Bill Williams Closing Remarks

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Sponsors

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The world of sales has been disrupted. The speed of information and emergence of new technologies have dramatically changed the buyer-seller dynamic.

Face to face is no longer the dominant way to communicate with customers. The rise of new digital channels is having a major impact on the selling process, which is compelling organizations to embrace new approaches to success.

Jeffrey GITOMER

Tiffani BOVA

Ron TITE

Cathy SALIT

Charles DUHIGG

Jay BAER

The Art of Sales empowers salespeople by giving them actionable insight and real-world guidance. You will learn from best-selling authors about how to build relationships and sell to consumers who have more information than ever at their disposal.

It’s a place to learn how to sell differently and better at a time when the sales landscape is being turned upside down.

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Jeffrey

GITOMER World-Renowned Sales Expert and New York Times Bestselling Author of The Sales Bible and Little Red Book of Selling

Don’t lead by example, set the standard.

SALES EFFECTIVENESS & RELATIONSHIP DEVELOPMENT The times have always been changing It’s more about what you’re doing to keep up with time. Social selling is where it’s at right now. If you aren’t doing it, you’re going to lose out to those who are even if they aren’t good at it. You have to change forward. If you’re thinking about what happened 5 years ago then you’ve already been booted from the game.

Your attitude drives your success.

Thus, you have to think yes. Having a “positive” attitude is different from having a “yes” attitude because yes is a mindset. Thinking yes first is the beginning of a powerful and positive outcome. You use positive messaging and ideas to start training your mind to adapt to that kind of attitude.

the best people to help people buy, use and profit from your product.

It’s about loyalty, not satisfaction.

Loyalty is earned. Satisfaction is begged for; that’s just the bottom line. Customers don’t care about you or what you’re selling; they care about a million other things way before your sale. You have to earn the sale right from the beginning because customers are already half way through the decision process before you even start talking. At the end of the day people start talking about you at the end of the sale. Build a relationship because loyal

customers are the kind of customers that will tell everyone to do business with you (and if you’re Harley Davidson, they might get your logo tattooed on their bodies).

Love what you do!

You have to have fun with what you do. Love the learning process. Love the journey. It’s important to dare to be yourself because that’s the ultimate key to your success. If you sound like everybody else, you’ll just spend the entire conversation trying to catch up while the customer is already out the door.

Commit to being the best you can possibly be; second best really means first loser.

Don’t lead by example, set the standard.

Daily training, practice and repetition are things that help get you closer to mastery. You always have the opportunity with your business to set the standard, however you can’t just recycle what someone else has already done.

Offer people the best and support it with

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VISUAL SUMMARY

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Tiffani

BOVA Global Customer Growth and Innovation Evangelist for Salesforce

Increasingly, the experience is the product.

TECHNOLOGY & SALES PERFORMANCE Your best sales force is your customers advocating for you.

All the points of contact you have with your customer will determine if they will end up being loyal. You can’t control much within the interaction, but the one thing you can is your behaviour. The best performers in the industry understand what loyalty means and respond accordingly to their customers’ needs.

(and pay more to do so) because of the experience they’ve had with that business in the past. It doesn’t matter if there’s an alternative that’s cheaper - if another brand offers a more streamlined and efficient experience people will flock to it. Remember to help your customers; it only makes your business thrive.

Aim for “trusted-advisor” status.

If you’re nowhere to be found, people won’t be able to get to know you.

Customers are more informed now than ever. Not meeting people’s expectations of what you deliver has several spiralling consequences: they won’t be loyal, they won’t advocate, they’ll buy only once and they’ll never buy again.

There is a disconnect between marketing and sales.

On one hand you have marketing delivering leads that don’t go anywhere and then sales being unsure of what the brand belief is. This disconnect needs to be fixed because it has expanded to service. Customer experience is the new battleground. Ultimately, it reflects poorly on how your organization culturally feels about collaboration and teamwork.

Increasingly, the experience is the product.

People stick with a particular brand

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Ron

TITE Co-Author of Everyone’s An Artist, CEO of The Tite Group & Creativity Expert

The most successful people in any industry are pros at reinventing themselves.

STORYTELLING & CREATIVITY Change every day to be successful.

The most successful people in any industry are pros at reinventing themselves. It’s not realistic to sit back after one success and do nothing. The desire to create quality content matters.

There is something out there for everyone, so if you want peoples’ wallets you need to get their time first. To do that you have to create things that cut through the clutter.

hide than answer the door. However, increasingly people are starting to miss those face-to-face interactions. Get them to open the door by making them feel valued and connected.

Be anti-establishment.

People never see problems with the establishment until someone dares to go against it and fix what we missed.

No one cared about hand dryers

not doing the job fully. Then Dyson invented the Airblade dryers. No more wet hands. The establishment always tries to be fully scripted. Yet the real winners can break free from that script and are comfortable showing their own personality. It’s the only thing you own. Infuse your complete unique corporate culture into the sales process and you’ll win the Battle for Time.

You ARE an artist!

Our creativity just got beat out of us young. Whenever we presented an idea that was met with negative feedback, we retreated. In reality, it wasn’t about us, it was about the idea. Want to flip this? Pull out your inner artist and focus on your passion.

Act like a rock star.

People pay money to go to concerts instead of streaming them because performers know how to make the experience awesome for viewers. Sales and marketing has killed the theoretical door bell selling - people would rather

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Cathy

SALIT Author of Performance Breakthrough, Executive Coach and Social Entrepreneur

Being more curious expands your repertoire which makes your approach in sales stronger.

COMMUNICATION & BODY LANGUAGE Body language makes a difference.

How salespeople carry themselves reflects on how they will be received by the prospect. Body language is a deliberate choice that should always be top of mind when interacting with customers. It sets the tone before the conversation even begins.

too safe to move forward.

Think like a performer.

Break from your script and try being a different version of yourself. In

performing and improvising, you’re becoming more curious along the way.

Being more curious in turn expands your repertoire which makes your approach in sales stronger.

Listen like an improvisor.

Improvisors have x-ray listening. They know how to pick up on offers and opportunities. Learn to say “yes” and create from it. Listening is not about thinking about your follow-up or waiting for the other person to stop talking so you can speak. Make an effort to follow up consciously on what the other person in the conversation is saying.

Answer with “yes, and.”

The words “but” and “and” create two very different meanings when placed after the word “yes.” Thinking “and” offers people more chances to come up with better ideas. “But” gives the impression of no and that keeps you

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Charles

DUHIGG New York Times Bestselling Author of The Power of Habit and Smarter Faster Better

TIME MANAGEMENT & PRODUCTIVITY Train yourself to think differently Instead of trying to multitask all the time like everyone else, try establishing a contemplative routine. Thinking more deeply about your goals and priorities allows you to zone in and act more effectively. Challenge the mental models in your head and look for the alternatives.

When we feel like we’re in control of the environment, we act with more confidence and yield better results. into a new setting Psychological safety motivates us.

There’s no surefire explanation as to why some teams are more successful

than others. However, feeling secure in taking risks is a big factor in helping teams perform. When we feel like we’re in control of the environment, we act with more confidence and yield better results.

Be situationally aware If you can form a story that helps you with the situation at hand, you’ll be better off in the end. When we have too much stimulus around us, we only look at the most obvious. It’s not necessary to react after every single prompt and alarm.

Innovation can be juxtaposition Some of the best ideas have come from taking something familiar and mixing it with the unfamiliar. The best kind of creativity doesn’t come from sitting in a room waiting for an idea to appear.

Instead, it comes from the people who can figure out how to take existing ideas from one place and insert them

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Jay

BAER New York Times Bestselling Author of Hug Your Haters and Youtility

The customer may not always be right, but they should always be heard.

CUSTOMER SERVICE & CONSUMER BEHAVIOUR Praise is overrated Complaints are the raw materials that foster improvement. Receiving feedback and criticism shows us where we can be better. Praise keeps us stagnant. The customers that like you the least are the most important.

handles interactions, watch your language and be timely. People don’t want to wait, nor do they just want to be another

number in a queue. Every person in your company should be trained with an eye on providing customer service.

Find more ways to get criticism Always answer every customer in every channel ever time (and in a timely manner). The customer may not always be right, but they should always be heard. Complaints aren’t problems for businesses; ignoring complaints is the problem.

Customer service is a spectator sport.

Smash peoples’ expectations all the time. The tech shift is making complaints public. Prospective customers watch those online interactions. The revenue from spectators is larger than the original person complaining to the business so set an example with your actions.

Be empathetic every time.

Since people can see how your business

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CLOSING REMARKS You are the MOST important person in the world!

Splash in a puddle, dance in public, dare to be yourself.

People don’t like to be sold, but they love to buy.

You need to get to the future before your customers do and welcome them when they arrive.

Because increasingly the experience IS the product.

To know and not to do is really not to know. To learn and not to do something with the learning is really not to have learned.

Bill Williams

To stay relevant keep reinventing yourself.

If Barbie can change, so can you!

How do you introduce yourself? I believe… I feel…

My philosophy on life is…

Because you have a much more intimate relationship with your smart phone than your spouse.

Productive people train themselves to think differently about the choices they make.

Motivation expands when we feel in control.

The culture of a team is more important that the members of the team.

Almost every organization in the worlds sucks at customer service.

Customers who have a problem solved are more likely to buy more and be more loyal.

So know that YOU are the most important person in the world.

Go and be a rebel WITH a cause.

And SET the standard!

Bill Williams Partner, VP Learning, The Art Of

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SPONSORS

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