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The Art and Science of Virtual Selling with Steve Brossman, Ep #271

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Selling has changed over the last few years. No longer can we depend on the face to face opportunities to build rapport and gain trust. Virtual is the new thing and we have to adapt if we are going to survive as sales professionals. My guest on this episode is Steve Brossman, a former National Professional Track Champion, so he knows what it takes to compete and win and he applies that experience and knowledge to his role as a leading Sales Coach.

This conversation is aimed at helping you take your sales game virtual with effectiveness. There is an art to it as well as a science and Steve unpacks both. He shares how to increase buying energy before a sales call and the DNQC conversation flow, which Steve explains during our conversation.


Outline of This Episode

  • [0:33] Steve Brossman, Sales Coach and Best-selling author
  • [3:35] What is “buying energy?”
  • [9:39] Creating buying energy
  • [11:58] Get the DNQC process working for you
  • [19:57] The best way to get your prospect on the same page as you
  • [24:12] Tech tips for on-screen annotation during sales calls

Buying energy and how to use it

For the last 10 years, Steve has been working with people to develop their authority positioning and personal branding. But he’s been told that his training is the best “sales training” they’ve ever seen. That took Steve by surprise because he didn’t see himself as a sales trainer. What those people are talking about is his focus on developing “buying energy,” an intangible sense of value that you communicate to prospects or those you’re connecting with, from the moment they lay eyes on you. This is especially helpful in a virtual context because the in-person dynamic that provides space for “energy” in the room is not possible. Said another way, Steve is talking about unique positioning, of yourself, within your industry or profession. You need to be seen as a leader or authority people not only trust, but are excited to work with. Steve wants every sales professional to ask themselves, “How can you start the conversation in a way that makes you out to be the leader and authority in your sphere?”

No more pitching. Start collaborating and confirming

Selling virtually has its challenges, one of the biggest being that people who are a part of your digital sales calls are typically much less engaged than they would be if they were present in the room with you. The latest statistics show that 83% of people on virtual calls are multi-tasking. Steve points out that if you are presenting “at” them (using slides, video, etc.) then they will multitask. But if you can engage them in the process through collaboration, you’ll keep them focused and attentive.

Focusing his entire call around a “blueprint” system he’s developed, Steve does this in a number of ways, including asking questions about their scenario and then getting them to connect the dots of your solution with their problem. As the conversation progresses, Steve annotates their responses on-screen. He says this is crucial, the movement on the screen keeps them focused, but more importantly, it makes each call an individual experience, customized for them. Add to that the fact that they are involved in the process and you’ve got them invested in the sales call.

A 21% greater return using DNQC conversation sequencing

Steve’s sales approach is not anecdotal or rooted in so-called best practices, he’s done research into the cognitive and brain-science data to ensure that what he’s doing is going to be effective. From that study he’s developed his DNQC conversation sequencing method that takes him through every sales call. Here are the basics, which Steve describes in more detail during our conversation…

D – Data/Demonstrate: Give the information needed to address the prospect’s needs

N – Narrative: Connect the prospect’s needs with a story, case study, or client success)

Q – Quantify: Guide the prospect to discover the value of your system in their scenario

C – Confirm: Through properly phrased questions, you confirm that your solution provides the right value and to close the sale, you confirm the priority of your solution based on the impact the prospect has revealed your system will have.

This brief overview doesn’t do the approach justice. Listen to hear Steve outline how and why the approach works.

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