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Call Transcription 03.02.

12 Interview Richard Dickerson by Liz Plaster, Guests

IMPACT Selling Workshop: First Seminar for the Public in Houston


Richard Dickerson, Direction of Sales, he Brooks Group

WHEN: Wednesday & Thursday, March 28-29, 8 AM to 4:40 PM

WHERE: Unishippers Inc., 15715 Tuckerton Rd, Houston, TX 77095

REGISTRATION and MORE INFO: http://lizplaster.com/sales_training.cfm

Liz: One of the things that I have had a lot people being interested in is the model
that you use at the Brooks Group. The fact that you not only deliver the
training, but that you also develop the clients. . . youre actually using the
process all the time, which is interesting, especially when you consider who
your clients are.

Richard: We have an array of clients, and mine specifically range from small clients
to very large clients. I specialize primarily in the health care medical device
world, high tech manufacturing. So my clients range from Gulfstream and
BMW to Medtronics, KCI, Abbott, Acclarent, and Johnson & Johnson.
And all of these organizations utilize, not only the selling system
IMPACT, but many of them utilize the assessment which is an integral
part of our selling process.

One of the things that we do differently, folks, is that we have the ability to
feed behaviors and attitudes and skills into the steps of the selling process,
so that we can identify areas of exceptional ability and areas of challenge
perhaps. And we can direct interventions based specifically on,

Is it how youre saying it or doing it? Or is it not seeing it clearly? Or


is a simple skill issue about how do I prospect, or how do I meet and
engage someone?

So, were probably a little different in that regard, being able to do that. No
one else in our industry does that.

We also are focused primarily on how you open, not how you end. So our
system is really, I call it, front heavy. Its very wide in the front or in the
beginning because we believe that you will never end well if you dont open

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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

well. So, when we look at the actual process of IMPACT, the word
IMPACT stands for - Investigate, Meet, Probe, Apply, Convince and Tie
it up (as opposed to saying closing).

But in the INVESTIGATE step, its really comprised of positioning,


prospecting and pre-call planning. We believe theres much preparation
thats necessary to sell successfully in the investigate step, and that is getting
ready to sell well. Its positioning yourself as an expert in your particular
field. Its prospecting effectively, talking and seeking qualified prospects,
not just suspects and prospects, but looking for qualified prospects. And Im
oversimplifying this a little bit.

And then pre-call planning so that I know when I meet my prospect face-to-
face or phone-to-phone, I have a very specific objective in mind; I have a
very specific agenda; and Im going to look to build dialogue with each and
every prospect around what my research has indicated and, more
importantly, what they tell me theyre trying to accomplish. So, again, the
investigate step is just preparation and getting ready to sell well.

The m in IMPACT is the MEET step, which is developing trust and


rapport. Its setting the sales process in motion. And unlike many selling
systems, particularly old school systems where the meet step was large
because we utilize some of the things such as ice breakers or common
interest things, and while the concept was solid, the practice was atrocious,
and it led to people becoming more wary of sales people because they knew
that they were sales people, but the sales people were pretending not to be
salespeople because they spent too much time in what we call unsolicited
small talk, and buyers find that offensive, typically.

So, we believe its important to have a very specific objective to develop as


much rapport as quickly as possible. And we spend time talking about ways
to do this. And the assessment we use offers additional insight for the sales
person or the participant to get a glimpse of their style, their way of selling,
how they would go about selling, so they have a better understanding about
how people buy.

The PROBE step is the sales interview. Its a conversation around


discovery; what the prospect needs and desires, and what theyre looking to
accomplish. Its the largest step in IMPACT, obviously, because we need to
spend the most time there to make sure we have uncovered everything thats
important to that prospect. Having said that in this particular step, the sales
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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

person should not be talking more than 5% of the time; 95% of the time
should be spent listening to what the prospect has to say because in the a
or APPLY step as we call it, Im going to make a recommendation based
on what I uncovered in the PROBE step, if I can. If I cant, I have to also
say that. But I want to make sure that I have included everything that the
prospect said it was important to him or her, and I want to address those
individually after Ive asked my prospect to prioritize them in the apply step.

Following that, Im going to utilize the CONVINCE step, which is simply


providing social proof or third party validation that Im genuine, legitimate,
and can do what I say I can do. Its an offer of testimonials if the prospect
would like to see them. Its an offer of other third party validation. Its an
offer of contact with existing customers. All predicated on whether or not
that particular prospect would find it necessary to do that. The CONVINCE
step is really to ease buyer anxiety over making a new decision or deciding
to buy from us.

And lastly, to TIE-IT-UP, the old school traditional close is simply asking
for commitment. Its asking the buyer to commit to what we have discussed
and what weve covered throughout the process. We believe more strongly
in the fact, folks that people love to buy, but hate to feel sold. But the
impact process is really designed to allow people to buy at their own pace
with our guidance as sales professionals. I like to say, strategic resources.
And in doing so, we keep and maintain the integrity of the system, which is
a sequential linked process thats principle based and customer focused.
Thats really what the impact process is designed to do.

So, thats it in a nutshell, and Ill just stop and ask if there are any questions?

Liz: Guys, you got anything on your mind? Scott, Ive never known you to be
quiet.

Scott: You caught me on a day when Im not feeling very well.

Richard: Well thanks for being here if youre not feeling well, Scott.

Scott: Thank you, sir, I do appreciate it. It is pretty straightforward sort of formula,
as you say...

Richard: Uh hm. Very simple.

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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

Scott: ...or process or system there. So, throughout the course of the two-day class,
obviously, you get a little more in-depth in that. Can you talk a little bit
about how you approach that in the workshop?

Richard: In the workshop, our philosophy is whole part whole. So for the first
morning, the first day, were going to overview the system. Now, when I
say overview of the system, theres going to be, of course, a lecture piece.
Theres going to be interspersed exercises. We try to make it as interactive
as we possibly can because we preached dialog and selling; we want to
demonstrate that in the sessions. So we have structured (Ill call them
structured) exercises involving participation throughout. And that first
morning, were looking at an overview of our system. Were looking at
what experiences youre facing. What challenged? What issues? What you
have learned in the past? What systems youve learned in the past? Trying
to get a feel and a flavor for where everyone is.

And then we will look at Again, the overview of the whole system. After
lunch on the first day, we will look at your assessment, and let everybody
see how they would sell; why they choose to; will they sell; and can they
sell. And well spend several hours on that, and thats wholly interactive.
Its not a question of right or wrong, good or bad, its just a question of how
you are put together. And then we can take that information for the balance
of our time together, and it allows the participants to have in front of them
their owners manual, if you will, or how their put together, and they can see
how their put together works inside of the system. For example, an extravert
or an introvert can be equally successful in selling. The behavior style is just
how theyre going to go about doing it.

But in some industries, it is apparent or perceived that certain styles perform


more easily than others. So we want to look at the industries. We want to
talk a little bit about what segment youre selling into? What industries are
you in? What is your niche, so to speak? And then we can use that
information in context of the assessment to allow people to see how they
would most effectively do that. Following that, we begin right away, Scott,
into the investigate step positioning, and their how tos. What do we do to
position ourself as the least risk vendor, as the best provider, as the most
knowledgeable provider, and the best choice for buyers.

First afternoon and throughout the second day, were going to go through
each step in detail with all the how tos. What we want to share is what
people tend to want. They want to know why and how. Were going to do
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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

that throughout each step. We have an array of principles for each step
because as I said a moment ago, the system is principles-based and
customers focus. Its not based on tricky, coercive techniques or fancy
closes, or scripts that we use on people because most people resent them.
They dont work.

But principles of how people buy are important here. For example, we use
several ones that we will reiterate throughout is people love to buy, but hate
to feel sold. And I think we would all agree on that. All buying is
emotional. Sometimes people buy what they need, but they always buy
what they want. And were going to look at the difference between needs
and wants because old school sales trainings focus obsessively, I believe, on
needs. But I understand why. Our products are needs specific, but people
buy what they want. So we need to understand the non-needs side; the want
side of the equation. Because at the end of the day, you and I only sell trust
and value. Thats all we have to sell. Thats all anybody has to sell. If I
dont have your trust, I dont get information, time, knowledge, or money
from you. If what I am providing has no value, you dont want it.

So I need to find out through interviewing and through the pre-call planning
as I mentioned. Everything we do upfront before we get in front of
someone. I want to validate my information, I want to make sure that were
on the same page together, and I want to look to find a way to be a strategic
partner to that particular prospect. What prospects want more than anything
else from salespeople is to simply have the salesperson understand the shoes
they walk in. What are my experiences? What am I facing? The better job
you do of understanding that, partnering with me to fix it, if you will, the
more successful youre going to be.

So thats kind of an overview in terms of how the days flow.

Scott: Super. I appreciate that.

Richard: Your welcome.

Bob: Rich, I have a kind of a question. Im assuming if this is going to be similar


to the training seminars that you do for your existing clients?

Richard: Uh hm. The only difference, Bob, is that for clients, we customize it even
more. This is a general scenario where we have people from selling
different things in different segments. For the clients, Im going to tweak it
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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

specific to their industry. What I mean by that - We believe in whats called


a statement of intention, a reason for getting together. And that statement of
intention can be generic, which we share in the seminar, and people can
tweak that to the industry. We can also tweak what we call a bonding
statement. Demonstrating and understanding early in the meat step that we
understand the industry. We understand the circumstances and situation.
And thats going to be very specific to each client. And further, we can take
the impact and design it using their language, their input, their selling
scenarios, and their selling situations.

It is the principles though. The system is exactly the same. If I have clients
that want to do things like, they want to change the word convinced to
compel. Thats fine. Perfectly okay. We do this where they feel like that
that word has more meaning, more significance, and perhaps more power in
their setting than it does in others. Usually, too, that customer comes about
really because part of the process in working with a client is to ask them how
they see this fitting gin their selling arena. What are they using now? What
are they trying to accomplish? What do they like about what theyve used?
Whats been the result? Why would they consider changing? And if so,
what are looking to accomplish that your current process is not allowing you
to accomplish? So we want to take all that information, and then build it.
And its a little more than just words meting, its building the pieces of the
system to best fit their culture. And we do that with them.

Bob: Okay. So in our situation, since we all will be different as far as what our
clientele base is, two days is, its kind of like taking a drink out of a fire
hydrant, Im sure, so what will we take away that well be able to fall back
on later? I know theres advantages to have them follow-up and that type of
thing.

Richard: From the standpoint of the seminar, youll have the materials, of course, we
had in the seminar. Now, we also have nine-week, formalized coaching;
post-seminar coaching thats done over the phone. Because one of the
things that we know clearly; an event, at best, temporarily changes behavior
or attention. We need to have the ongoing, and we have a formalized nine-
week, followed by a 52-week, one hour a week follow-up on all the systems
that our clients actually implement themselves. We have built it, and they
utilize it. Now in both cases, it has a fair degree of accountabilities for the
participants. They have to do assignments; they have to be on the call; they
have to respond; and these are done to make the learning process become an

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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

integral part of how they sell furthermore. So the reinforcement side,


actually to us, Bob, is more critical than the seminar.

Bob: Right, yeah.

Richard: And we have eLearning online; we have distance learning through virtual
training online. Everything we have, everything in the seminar is available
further in written form, its in CD form, its in WAV file form; its in the
live coaching; its in the client administered internal coaching structure.. We
have all these mediums in which people can continue either learner-led
reinforcement or leader led reinforcement, or a combination.

Liz: We will be providing the CDs, SALES TECHNIQUES BOOK by Bill


Brooks, in addition to the Workbook that comes with the seminar, and then
we are also including The Top 101 Sales Truths. More information will
be available concerning the IMPACT SALES COACHING PACKAGE.

Richard: And then there are pieces in that really grow from within the IMPACT
process . . the system itself, theres IMPACT Selling. Theres advanced
IMPACT selling. There is selling against lower priced competition. Theres
a series of additional kinds of both classroom and learner-led that (i.e.,
through either DVDs, CDs, E-Learning Online, or books) all of those are
available in a host of other courses. And I want to invite everyone to go to
www.brooksgroup.com, and you can look at our array of offerings in terms
of the different kinds of selling courses, and also all the forms of
reinforcement. We are very committed and dedicated to the reinforcement
side. Far more so than most people in our industry, simply because we
know it works. Weve been here 35 years and weve trained 1.5 million
sales people. Weve assessed eight million, so we have, with our partner
TTI, so we have all of this information and data, not only about sales people
and sales managers, but its also cultivated very robust by industry. And all
of this gets...

Bob: [crosstalk]

Richard: I can say, Bob, what works in the life insurance business?

Bob: What youre saying is, you have the [inaudible].

Richard: The issue here is the selling process is actually the same, and I know I can
say this, whether youre selling bubble gum or gulfstream jets, the process is
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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

the same. The value of the transaction is clearly different. The value of the
relationship, much different. So their nuances that flow from the segment
youre in can be identified. We believe selling is a science, practiced well
to become an art. And the art is understanding of the nuances. Its all the
other pieces. Thats why we include the assessment as part of the seminar
process because one size doesnt fit all. The system works, period; but we
have to look at the ways people are going to utilize that system. Its no
different than buying a piece of machinery with an owners manual. This
assessment is the individuals owners manual. This is the coaching
development leadership tool that that learner can use for themselves, or that
a manager can employ to externally work with that particular sales person or
participant.

Bob: I can see something like this would certainly be I mean, Ive been in the
life insurance business for 35 years and Ive seen a lot of non-sales training
done the wrong way.

Richard: Youre right. So much of it many companies buy, Bob, will do product
training and call it sales training.

Bob: Right.

Richard: Its two different things. Now, you can hardly be a successful sale person if
you dont know your product inside and out, but what happens with these
overdoses (Ill call them), of product training is that it presumes everybody
has a need or a desire or a want (if you will), for the same product. The
products feel very specific needs, but I can fulfill my wants with lots of
different products.

Bob: Yeah. Makes sense.

Richard: We worked with several clients. Liz actually, for the rest of you on the call,
went with me and participated in training with Abbott Medical in California
where we utilized these tools, and she spent time to work with cornea reps
that worked countrywide. So everything were sharing with you, not only
do we use every day folks. I mean this is how we set. But its what we
worked with our clients and anybody that works with us, were all in the
same team, and Liz has had experience with us in several cases. Shes
attended several training s with me and conducted jointly as we did in
California several weeks ago. Other questions?

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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

NO RESPONSES

Bob: Thats what a good salesman does, hes answered all the questions in your
presentation.

[laughter]

Richard: I need to say this, Bob. Is there anything else that would prevent you from
going ahead with this today?

Bob: Give me a while, I might be able to think about it, but I dont think so. I
dont think I can think or come up with anything.

Richard: One of the things we found I tease with you, 65% of the sales people in this
country fail to ask for the order. And I have people tell me thats too low.
Thats scary.

Scott: Thats a staggering number, for sure.

Richard: It is a staggering number. And our position there is, I think that many times
people think theres some magical thing we have to say, and all it is, is
would you like to get started? Its a very simple question. Many
salespeople wait for someone to say Ill take it, which they dont do.
Theyre not going to.

Bob: To me, what I hope to get out of the training days, or kind of emphasize and
relearn and learn what is necessary to actually lead up to the steps so that
when you do ask, youve answered all the concerns, the questions, and so
that when you get to the point of saying is there any reason why you dont
want to go ahead today, then they cant think of any reason.

Richard: Thats exactly right, Bob.

Bob: And theres got to be a reason for them not to.

Richard: One of the things we say somewhat tongue and cheek is you never ask for
the order unless you know youre going to get it. And you know youre
going to get it when youve gone through the steps of the process and
theyre with you in every step, and they have no objections. Now, old
school sales training would say an objections a buying a signal. No, an
objection is an objection. A buying signal is, Ill take it. And where this
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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

came from, theres just so many concepts out of traditional sales training that
have been, believe it or not, some are still used by organizations, but really
its just amazing to me it still goes on.

And one last thing I would say here, guys, most people know how to sell.
And Im being sincere here. They have an understanding of what it takes.
Many dont want to do it because of the perceptions around it. But the
biggest issue with salespeople today is not the salesperson at all. Its the
sales manager. Thats where the issue is. And we struggle here, I say
struggle, we really focus on this because in so many cases companies
continue to take their top sales person and promote them into sales
management, and everything blows up.

Bob: Right.

Richard: Because the parameters for success are 180 degrees apart. The top
salesperson needs to remain a top salesperson and unrestricted. But many
times they feel like their only true career path is to get a new title. And then
when most of them to that, they find out theyre miserable and making less
money.

Bob: They dont use the same techniques either as they did when [crosstalk].

Richard: You dont need the same techniques, at all.

Bob: Right.

Richard: Because a top salesperson, if they try to manage somebody, heres what I see
them say most often. Watch me.

Bob: Yeah.

Richard: Do what I do. Well if I could do what you do, I would have been doing it,
among other things. It presumes everybody is the same, and were not.

Liz: Anything else? Otherwise, I think well let Richard go and we so appreciate
his time and his attention, and thank you, Richard, again for doing this over
for us, and I look forward [crosstalk].

Richard: Oh, youre welcome, Liz. Youre welcome. And it is recorded, and Liz you
will have the WAV file.
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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

Liz: Yes. Im going to send that out. There was a number of people that asked
me to send them the file.

Richard: Yes. We can send the file out. Ill send it to you first, and you can distribute
it as you see fit. Scott, thanks for being on the call. Nice to meet you. Bob,
I hope I hear from you again. Liz, always a pleasure. Did Pat get on the
call?

Pat: Yes, I do have a quick question before you actually close down.

Richard: Okay. Whats that Pat:?

Pat: Many years ago and I was with Xerox and took SPIN selling, and so, let me
ask you, I havent been in sales for a while. Im just getting back to it. So,
tell me what you feel would might be the difference or might be helpful to
me other than what I have?

Richard: SPIN selling. Neil Rackhams work is good. His research is outstanding.
Its excellent. The difference between SPIN and IMPACT is that Neil starts
once youre in front of the prospect. He presumes that were going to do the
preparation. We disagree there. We feel like that most sales people never
prepare. They just show up. But I think if youve been away for a while, I
would come back. You might want to (of course Im going to certainly plug
our stuff), you might want to take a look at one or two of our books.

Pat: Yeah, I have some if she would like to borrow them, or he can go ahead and
go the Brooks Group and order them.

Richard: Well, she can certainly borrow them, thats fine. Im not trying to peddle
books today.

Pat: That would be good. Id like to do that. Im very interested in knowing


current *** of sales is, and because I **** been a lot of things involved.

Richard: Now the one thing would say thats different, Pat, 25 years ago, we were
selling products; 15 years ago we were selling....well let me back up. Fifty
years ago we were selling products; 25 years ago were selling relationships;
today, we are selling trust and value, and do you get me? Do you understand
me as a buyer? Its the EQ side. The EQ is far more important the IQ. So if

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Call Transcription 03.02.12 Interview Richard Dickerson by Liz Plaster, Guests

theres any major difference, I would say based on my experience, thats


where it is.

Pat: Okay. Well that sounds very interesting. I would probably love to look at
the books so I can learn more about it.

Richard: Well I bet Liz can help you right along with that.

Liz: I sure can.

Richard: Well, thank you. Thank you, Pat.

Liz: Thanks again, Richard. Its just a pleasure to have you work with us and do
this here in Houston.

Richard: Well, youre welcome. Guys, thank you very much for your time.

Transcribed by www.idictate.com

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