Dirty Secrets of the Sales Training Industry
James Obermayer and Patricia Fripp |
SLMA Radio 10:30 am > From the section: SLMA Radio Transcripts
May, 25, 2017
Dirty Little Secrets of the Sales Training Industry
p style="margin-left:0.25in;">This program interviews Patricia Fripp of Fripp Virtual Training on SLMA Radio. The verbatim transcript follows, however, it may be as easy to listen while you work! You may quote the guest or the host but remember this is a verbatim transcript, so please edit accordingly.
Paul: Welcome once again to the SLMA Radio Hour with your host today Jim Obermayer; executive director of the Sales Lead Management Association and yours truly Paul Roberts, the producer and engineer in today’s show.
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Paul: Let’s pick it up with Jim and his guest!
Jim: Hi Paul, it is Jim Obermayer as you said. Today we are going to tackle the subject, Dirty Little Secrets of the Sales Training Industry and we’ve got our guest today who is Patricia Fripp.
She’s a Hall of Famer keynote speaker, she has been on our radio program two or three times in the past – executive speech coach, sales presentation skills expert. Over 20 years she has helped executives and sales teams become more powerfully persuasive.
Kiplinger in his personal finance magazine wrote that the sixth best way to invest in your success is to learn presentation skills Fripp. We are in viewing her here today and she liked to be called Fripp. But just before we start Patricia tell us a little bit about Fripp VT.
Patricia: Fripp Virtual Training is the easiest and most convenient most effective way that sales professionals and sales teams can increase the quality and effectiveness of their sales presentations. And seeing you introduced the idea of the dirty little secret from the training industry, let’s tie in because it’s because of the dirty little secret that professionals such as Fripp, have designed these interactive virtual training platforms.
Because Jim, if you take a great speaker with really good content that’s appropriate to this audience at this time and you are lucky enough to have an audience eager to learn, with everything working for you the chances are, based on very in-depth research, that 70% of that information will be forgotten or won’t be easily retrieved as little as two weeks after, that hopefully the 30% you retain makes a major difference.
Jim: And that’s if you are a great speaker and you have a good content and an eager audience to learn.
Jim: Salespeople come to these training sessions not very eager most of the time.
Patricia: I know and they sit there thinking: “my boss says you’ve got to fix me okay try it.” But this is why the only real way to learn is through repetition and reinforcement.
Now certainly with training systems like Fripp VT Powerful Persuasive Presentations it’s great as a standalone option. What many of my corporate clients do of course is they might use Fripp VT to help prepare their sales professionals for the customized trainings and then you reinforce the ideas afterwards because you have to keep being reminded of what you learned and in ways that are digestible; 10 minutes a day or 10 minutes when you are drinking your coffee on your iPad or your phone even.
Jim: Now this isn’t just repeating the virtual training two or three or four or five times, it’s one way to get the information into your head and into your actions on a daily basis, you are talking about using other methods.
Patricia: Well of course. The point is it’s one thing to hear information you say – oh, I know that. However is it turning up in your everyday conversations and presentations with your clients? So it’s a matter of listening to the information, applying it, trying it. And I always recommend that sales professionals record their side of conversations. They might record rehearsals with their sales teams or their sales manager because you will not improve what you are not aware of.
And so often salespeople say Jim: “oh my boss says I talk too fast.” I said well have you ever listened to yourself? – “No.” Then I say well, how do you know? Now if everybody tells you you talk too fast then chances are you do but if you only hear that occasionally maybe it’s one person’s point of view. Now if it’s your boss, take it seriously.
Jim: Salespeople are notorious for dismissing other people’s opinions. So you are saying this is similar to reading a book, you read a great book – we had a review the other day, that’s Sales Management Simplified by Mike Weinberg but we only read that once, I am going to walk away with things that already ring a bell with me and maybe you use them. If I read it and study it three times like a textbook I am going to walk away with something more meaningful and if I use the visual, the virtual training method.
Now I notice, and I am going to sign up for it today because when I was looking around on your website, I like to look at things and see what’s being offered, you got a free trial and this is in a commercial but you got a free trial that I can use this am I right?
Patricia: Oh yes. And I would recommend everybody who listens – and I am a great believer, have a look and see if this appeals to you because the company that helped create this, really their online learning is a higher quality because of the interactivity and it has testing, tracking and monitoring built in the system so a sales manager can really see that we require, say two chapters a week in the sales course.
If they can really see if people are actually doing it and that’s built within the system but everyone can take a free chapter on the sales presentations, a free chapter on openings and a free chapter on stories; all important aspects of the sales presentations because most people waffle around, they don’t get to the point.
Their default position is: “Hi, I am Jim Smith and I am here from the Smith company and what I am going to talk about…” nobody gives a damn. Now get to the point fast. And what we teach in Fripp VT and all the sales presentations skills training is remember the number one principle and that is that everyone is much more interested in themselves than they are in you. So why don’t you start by talking about them?
And it can be as simple as: “Congratulations; your last advertising campaign is incredible!” Or, “Congratulations I noticed your stock price is just gone up a couple of points” and most major competitors will go with that. Obviously your strategies are sound.
Jim: There is a lot of things that we had talked about in the past of things that you talk about in training but you talk about the five ways, not to get too dowest about this, but the ways, the five ways that people can improve. Can you enlarge on that a little bit? And we’ve got about four minutes and five minutes and then we are going to go to our break and then we’ve got 10 minutes to finish it.
Patricia: Oh, that’s easy.
Jim: Okay, go!
Patricia: One – Open with impact just as we say don’t waffle around; know exactly how you are going to start and make it right then.
Two - emotionally connect with your audience and this is by watching the “I” versus “you” balance of your dialogue. So you need to make sure you are using “you” more than “I”. Speak as an audience advocate, deliver your sales presentation from the point of view of the listener.
Three – have a simple logical easy to remember for you and your listener, presentation or conversation structure which is based more around their interests, their challenges or their priorities. And we will pick up on what the average sales presentation sounds like and what it should sound like when we get back from the commercial.
Then stories and examples and there are two steps of stories that are perfect for sales conversations and presentations. One is the satisfied customer story, and every salesperson needs in their back pockets, and exact story situation that matches the situation.
For example I am a single entrepreneur at the age when a lot of people are retiring, so if you want to get my investment business don’t be giving me examples of married couples who are retired because I am not anything like that and never going to be. I’m going to discount you are right.
The second type of story is the transport the audience into the future and that starts with the word imagine and you paint the scene of what their life and business would look like once they have adopted your methodology or bought your product.
And five – razor-sharp specificity; the world is turning into sloppy speakers. When you are clear and concise it adds to your credibility so that is the five.
Jim: Fripp where have you been all my life?
Hey Paul let’s go to a commercial because I want to spend a little more time at the end, a little bit more times than normal if we can go to our commercial and then after this program today we’ve got MSPRadio coming up and then at 11:30 we would normally have Sales Pipeline but they are every other week and then we’ve got Connect and the cloud I should say so let’s go to our commercial.
And then so far we have been speaking with Patricia Fripp, she likes to be called Fripp from Fripp VT. She has tackled the topic; Dirty Little Secrets of the Sales Training Industry. Got that out of the way very cleanly, covered the five ways to impact your sales right away and I’ve got a fast course here and I don’t know where she has been all my life.
Paul let’s go over to you.
Paul: And now back to Jim and his guest.
Jim: We have been speaking with Fripp, Patricia Fripp from Fripp VT virtual training and she has giving us a fast training class in the first 12 minutes of this program. I said Patricia Fripp where have you been all my life?
You mentioned your five ways – open with impact, emotionally connect with the audience, simple logical easy to remember presentation structure and then have great store examples and then razor-sharp specificity. Bu that third one I think you said let’s go back to that after the break which was this.
Jim: Okay, let’s go with it.
Patricia: If we are going to look at, and this does not matter what price product you are selling. In the first course you will find when everyone gets their free chapter with Fripp VT on sales they will find this called – if you sound the same as everybody else you would have no advantage. Some of my clients when they ask for business they are asking for $500,000. I’ve got one who asks for 20 million. Now can you believe these prices? And they sound the same as someone selling a copier machine.
So most standard is some version of: “good morning my name is… I work with this company… we have been in business for this long… this is our unique methodology or this is what we are famous for or this is what our technology does and then these are the clients we serve, these are the five reasons people love doing business with us and we would love to do business with you.”
Jim: So it’s an elevator pitch.
Patricia: Yes and it sounds the same as everyone else because working on the Fripp principle; nobody cares about you until they understand why they are better off… we are better off doing business with them. And my recommendation is following a simple formula which you adapt.
So if you look at most sales conversations, start with an initial call to find out his interest. You are not going to have whether it’s a webinar, a formal virtual meeting or an in person sales presentation meeting unless you’ve got some interest and you know a little be about them. So then when you have the formal presentation and I know more and more are going online which is fine, the format works the same.
One, congratulations. Say something nice about them and preferably something that’s not quite so easy to understand. It can be certain if it’s website it’s noticeable but you are to know something that you had to dig for and also that you cared enough to research before you even have the business. All right so congratulations.
Then never thank people for their time. ‘Thank you for the opportunity to discuss how they Fripp sales training approach could very well be what you are looking for.’ Now based on our last conversation or it might be John is being very generous with his time and information but you said or John told you that you are most interested in or your challenges are or the areas of your greatest opportunity are – so whether it’s interest, challenges, opportunities, that is going to be your speech structure.
Now you give them the client case histories, you prove why you are best, you give your industry statistics, you put that in as a way to solve their problems or emphasize how they can take advantage of opportunities. So you are still talking about your company, you are giving the client stories but it focused on their interests so you are reorganizing the structure of your conversation and your presentation.
Jim: So I start with something of interest and if I were sitting down with Boeing; I was with a model based engineering company a year or so ago, I did some consulting. I always start a conversation with their engineers something along the lines of – “I noticed that you are going to a carbon-based structure for your wings and you are building them in such and such and they are being shipped in one large piece, isn’t that great technology? So you start with something like that pertain to them in engineering.
Patricia: Well it would be. I say congratulations for thinking ahead.
Jim: Yes, I see what you mean. It isn’t just about should I but the fact of this is…
Patricia: It’s the way I represent. So what you say – congratulations for thinking ahead and I would say rather than “I discovered,” “your highest priority is…” doing what you just said.
Jim: The wings are stronger, better.
Patricia: So it gets real exciting.
Jim: Faster, one piece – isn’t that wonderful? It is really historically new technologies.
Patricia: You are committed to do this.
Patricia: That is exciting and challenging however as engineers you more than any other area of Boeing understand the complexity and the hidden challenges.
Patricia: In the next 35 minutes, let’s take a high level overview of our consulting, our methodology, our training, how our software could help you simplify the complexity. That poll told me you believe your four step process are going to be. So as we look at each of your steps we revisit how our solution could help you.
Jim: Yeah, that makes perfect sense, it really does. Question because we’ve only got a couple of minutes, it is something you said earlier – can you give me some examples of the specificity issue? Because that’s one of the items that you talk about there, can you be a little bit more in depth on that?
Patricia: The most frequently asked question I ask my clients is, and I would ask you Jim, what do you mean by thing? Because you could say the three things you’re going to like about doing business – no. The three advantages, the three techniques, the three… so it’s putting your words under a magnifying glass.
I went to a trade show and got a ton of leads – no you didn’t. You wouldn’t have walked all over the room if you had a ton of business cards. How can you manage someone who doesn’t say specifically – at the tradeshow we had 300 visitors. 15 were our regular clients who wanted updates. 56 were legitimate prospects of which we already have a follow-up call to two dozen and the internal sales team are following up with the rest next week.
Jim: Okay, so it’s the language you use in being much more careful and staying away from general… I hate that term “We’d love to do business with you” yeah, I know you would but that’s not the point.
Patricia: Yes and when you are talking about oh, there are a lot of reasons you would like to do business with us – no. There are three specific ways that we could enhance yours. Be tight and specific. So it’s as zig Ziglar would say it’s not wondering generalities, meaningful specifics.
Jim: Well, we are kind of getting towards the end here and in order for us to finish up…
Patricia: Are we kind of getting close to the end or are we actually getting close to the end?
Jim: We are getting very close to the end. Paul says one or two minutes at the end. Thank you very much for getting me to be more specific. What are your concluding thoughts about sales training as a whole?
Patricia: All the learning takes repetition and reinforcement and if you are investing in training, make sure that you confirm that your sales professionals are taking your investment seriously. And outside the privacy of your own home, all speaking is public speaking, there is no private speaking.
Jim: Now how does someone reach you and take advantage of the trial offer which I haven’t seen other people in sales training do by the way? And I am going to sign off in a few minutes after I get off the program.
Patricia: Go to www.FrippVT.com which stands for Fripp virtual training.com and along the top bar you will see free trial. Click on it and fill in your name, email and you will get access.
Jim: Alright so I say it’s only a couple of questions with some additional notes in if necessary. Individual or team and you are up and running, that is great – any books that you recommend that we read?
Patricia: So I would recommend you thrillers because we spend all our time training and working hard you need to relax so I would recommend a good thriller.
Jim: I love you Fripp! Hey Fripp are you married? I was just…
Patricia: No, I have no husband, no children, no plans, no pets.
Jim: You are my kind of woman. I don’t know if my wife would appreciate that but…
Patricia: Your wife probably wouldn’t think so.
Jim: She gets a kick out of listening to your interviews so we have been speaking with Patricia Fripp, Fripp VT. Third time she has been on the program. I got a wealth of knowledge today Patricia and I know you like being called Fripp but I got a wealth of knowledge.
Patricia: Thank you.
Jim: I really appreciate you taking the time to be very specific today on how people can avoid these dirty little secrets in the sales training industry and become much more productive. Thank you so much.
Patricia: Thank you, my pleasure.
Jim: Paul over to you for a nice wrap-up.
Paul: Well as always you have been listening to the SLMA Radio brought you on behalf of our 9200+ members of the sales lead management Association. If it has to do with the Sales Lead Management Association or sales lead marketing it probably starts here with the SLMA radio hour.
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