A brief note about these SessionPaks

From: Gary Lockwood, Your Business Coach

Hello,
Gary Lockwood here. Thanks for your interest in our unique Do-it-yourself
Consulting Kits. These SessionPaks are used as part of our training programs as
well as stand-alone Implementation Guides for the concepts we cover in reports,
articles, seminars and speeches.
These SessionPaks are based on my twelve years of business coaching and seminars
for success-oriented people. The SessionPaks are designed to provide practical
ideas and thought-provoking concepts for getting all you really want from your
business, professional practice or job.
I would be delighted if this BizSuccess SessionPak helped you to grow your business,
make more money and have more fun!
SUCCESS to You........
Gary Lockwood
P.S. Visit our website at http://www.BizSuccess.com
Youll find free reports, free business newsletter, more information about our
products and services, and more! To get information right now by automatic email,
send any email to info@bizsuccess.com <mailto:info@bizsuccess.com>
Increase Your Sales
Hello,
Welcome to this issue of the BizSuccess SessionPak Series!
This issue, our focus is on helping you increase sales.
The SessionPaks are used as part of our training programs as well as stand-alone
Implementation Guides for the concepts we cover in reports, articles, seminars
and speeches.
In this critical SessionPak, we will examine your attitude about sales and
salespeople. You will explore a new and modern approach to sales that will make
selling easier for you, easier for your customers and more productive.
In this issue, you will learn how to
1. Clearly identify each customers unique needs and requirements.
2. Tailor your presentation to meet those needs at a fair price.
3. Ensure long term relationships through customer satisfaction.
When you make a habit of forming partnerships with your customers, providing
them with valuable help and advice, and supplying vital products and services, you
ensure sales success.
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And speaking of habits, dont forget your special BizSuccess Habit-Builder on Page
16. High-performance people have habits that help put their success on auto-pilot.
Identify a habit that, if done every day, will improve the richness of your life and
the people around you. Developing a new success habit each month will lead to a
lifetime of abundance.
Set aside two hours to read carefully through the materials, complete the
exercises, and plan for the next period. This BizSuccess SessionPak will show you
how to do this step-by-step. If you have any questions, email me at
Gary@BizSuccess.com or call toll-free at 1-800-272-1575.
What can you expect to get out of this session the BizSuccess SessionPak Series?
Implementing the ideas in this SessionPak will help you:
Make more sales
Shorten your sales cycle
Improve customer relationships
Increase your profits
Once again, welcome, and good selling
Gary Lockwood
P.S. Thesupremegoal of thesalesperson
is not to makesales, but to makecustomers.
Page 2
Instructions
1. Block off two or three hours, preferably in a quiet place.
2. Read through the narrative materials, including the cover letter. We
suggest you read the materials twice. Read all the way through once to
get the overall messages and to put the material in context. Then, read
through again slowly, making notes as you read. Use the enclosed
Checklist to track your progress through the SessionPak.
3. Complete the exercises. Most BizSuccess SessionPaks have one or more
exercises for you to complete. The exercises are designed to help you
apply the techniques and lessons covered in the session materials and to
cause you to think. Please complete the entire exercise. Each of the
exercises will come with specific instructions and a completed example.
4. Complete the BizSuccess Habit-Builder Form. Use this exercise
(Page 16) to identify and develop a success habit that, if done every day,
would help propel you toward your goals and make your life better.
5. Complete the Session Review. At the completion of this session, fill out
the Session Review Form (Page 18). Detailed instructions and an
example are included. This Session Review process will cause you to
transform the session from ideas to real life implementation and use.
6. Complete the Action Plan for the upcoming 30-day period. On the Action
Plan form (Page 20), identify the desired outcomes for the next month.
Then note any projects you plan to initiate or complete in the period.
Then write your specific action steps for the upcoming 30 day period.
Some of these steps may come from your session review. Others may be
a part of your ongoing business or from previous planning sessions.
The action plan is very important. Refer to your action plan as you plan
each day and each week. Good intentions without action are useless!
Heres where the wishful thinkers get left behind and the doers surge ahead.
Go for it!
1996 BizSuccess Inc. All rights reserved. No duplication. Page 3
SessionPak

Action Checklist
Done
1. Read SessionPak materials thoroughly. _ _ _ _ _ _ _ _
2. Completed exercises _ _ _ _ _ _ _ _
3. Completed Session Review form _ _ _ _ _ _ _ _
4. Completed Habit-Builder form _ _ _ _ _ _ _ _
5. Completed Action Plan for next period _ _ _ _ _ _ _ _
6. Scheduled implementation of Action Plan _ _ _ _ _ _ _ _
7. Scheduled a followup review of Action Plan _ _ _ _ _ _ _ _
1996 BizSuccess, Inc. All rights reserved. No duplication. Page 4
Rethink your sales approach
Demanding customers - Fierce competition - breathtaking innovation
These are the realities of todays global marketplace... realities that have
changed forever the way we do business, especially the way we sell. Gone
are the days when salespeople could rely on charming small-talk and
aggressive closing techniques alone to generate business.
Many traditional selling approaches regard selling as something the seller
does to the buyer. They sell them something. The result of this attitude
toward sales is that many salespeople adapt a manipulative, almost
coercive style of selling. Some salespeople think of selling as pushing a
customer into buying, and success as a victory. Often, people fear
salespeople and distrust them. They think of salespeople as fast talking and
slick. They are wary of being sold something they really dont need or want.
Have you ever been sold something, then regretted it later? How did you
feel about the salesperson?
#@^**:!@
He really got me!
Page 5
The more modern and enlightened view of selling is that the role of the
sales person is to help the customer make good buying decisions. Someone
seen as an ally and advisor. A business partner who can be relied upon to
provide valuable help and advice as well as supply vital goods and services.
The outcome of a sale is not that one
person gains at the expense of the other,
but that a win-win outcome is forged by
the two parties who both feel good about
the transaction and with a positive
commitment to each other.
We worked together!
The role of the professional salesperson is largely a product of this century.
Before the industrial revolution, the people who made things were also
responsible for selling their goods. As the availability of consumer goods
expanded, the need arose for people who specialized in guiding consumer
decisions. The role of salesperson has changed dramatically over the years,
largely as a result of the changing relationship between availability of
products and services being sold and the demand of the consumer for those
products and services.
Since World War II, with the increasing growth of enabling technology, and
the explosion of competition, we have seen availability outstrip demand. In
those situations, we started to see sellers pushing their goods and services
at consumers. We began to experience the manipulative salesperson. This
is the perception that many people have today of salespeople. The smooth-
talking con man so well depicted in movies such as Used Cars, Tin
Man, and GlenGarry Glen Ross.
Are all salespeople nasty?
Page 6
How do we reestablish a more positive relationship between
product/service availability and consumer demand? Three strategies:
1. Clearly identify each customers unique needs and requirements.
2. Tailor your goods and services to meet those needs at a fair price.
3. Ensure a long term relationship by attaining customer satisfaction.
How do we let people
know that salespeople
are the good guys?
Clearly identify each customers unique needs and requirements.
Manipulative salespeople focus on trying to manufacture a need in a
customer where none exists. We may, however, be able to bring existing
needs to the surface simply by clarifying the customers understanding of
the symptoms they are experiencing. Many people make a very good living
out of helping people identify which particular need may be causing a
symptom, then advising them on how to alleviate it. This includes not only
medical doctors but also good salespeople.
The most skilled salesperson will guide a customer through a discovery
process designed to uncover and articulate the customers needs and wants.
In addition, the effective salesperson will help the customer reach an
understanding of the consequences of inaction plus the value in making a
change. The more clearly your customer sees the depth of the ramifications
of inaction, plus the range of positive benefits of taking action, the more
likely they are to want to do something about it. This is called tension for
change. The customer who has decided that they have a need and that
they really wish to do something about it, will then be in a position to seek
solutions.
What do you really need?
How will it help you?
Page 7
Tailor your goods and services to meet those needs at a fair price
For most businesses, offering generic products and services is a recipe for
disaster. With the vast array of choices available, customers want a
solution that is right for them in their own special situation. Frequently,
this can be accomplished by listening carefully to the needs and wants of
your customers, then packaging a combination of your products and
services that specifically addresses those customers needs.
To do this requires these skills:
the ability to understand what the customer wants, and recognize the
core issues and peripheral issues that are important to them;
the ability to identify the relevant features of your products and services
that are appropriate for this customer;
ability to communicate the specific benefits, gained by using your
products and services, that are meaningful to this customer;
willingness to deliver the package of products and services with
emphasis on the desired results expected by this customer.
Heres how our product
meets your needs exactly.
Develop a long term relationship by attaining customer satisfaction
Truly effective salespeople succeed because they are genuinely curious and
concerned about people in general - and customers in particular. Their
desire to understand the customer takes priority over their desire to sell
products and services. The delightful irony, of course, is that the very
reason they are successful at selling is because they have made their desire
to sell a secondary issue. The primary issue is the relationship they have
with the customer.
I am really interested in
knowing more about your
business
Page 8
The surest way to cement a long term business relationship with your
customer is to remember that no sale is completed until the customers
expectations have been met or, preferably, exceeded. There are many
salespeople who take customers for granted. The excitement of new sales
often leads to ignoring existing customers. The result is constant pressure
to create new business from scratch. Meanwhile, some of your best
prospects are right there under your nose, in your own customer base.
To what degree have we
met your expectations?
The traditional, fast-talking slick sales person is no longer effective in
todays global marketplace. Dynamic and highly competitive, our market
consists of well educated, savvy consumers looking to the modern
salesperson for guidance in making well-informed buying decisions. Those
unwilling or unable to adapt not only experience declining sales, but also
risk severing long-term customer relationships. The challenge is enormous
and the stakes are high.
Remember, customers buy for their reasons, not ours. When we strive to
form a partnership with our customers, providing them with valuable help
and advice as well as supplying vital products and services, we virtually
ensure sales success.
This salesperson really
helps our business!
Good selling!
Page 9
Product / Service Benefits Analysis
Here are ways our Product or Service helps our customers to:
Save Money:
Save Time:
Feel more secure:
Grow the business:
Increase profit:
Improve productivity:
Improve image:
Boost their status:
Increase sales:
Improve reliability:
Other Benefits:
Page 10 1997 BizSuccess, Inc. All rights reserved. No duplication.
Our travel agency gives 5% discount on all group travel. Also,
wesearch theleast expensivetravel options for our clients.
Welook out for all thedetails of business travel so
our clients can concentrateon their main business.
Wedoublecheck all arrangements to eliminateerrors. Our
clients areconfident that travel arrangements areaccurate.
Wehandleall thetravel details so our clients save
thetimethey used to spend chasing travel details.
Theincreased productivity of clients employees, along
with our travel discounts, adds to our clients profits.
Sincewehandleall travel arrangements with a singlephone
call, our clients staff can work on moreproductivetasks.
Becauseweput all our clients travel documents in a special
folder, marked VI P, our clients imageis improved.
Wearefrequently ableto upgradeour clients to first class or
business so they boost their status with their clients and others.
When our clients can concentrateon their customers,
instead of travel details, they can makemoresales.
Becausewedoublecheck all details for accuracy, then do
a follow up check prior to travel, clients can depend us.
Weincreaseour clients peaceof mind by
taking accountability for all their travel needs.
Instructions:
Use this worksheet to think through all the various ways in which your
products and services could help your customers. You dont have to feel
limited to the categories below. Explore as many possible benefits as you
can. This will help you in your sales presentations to potential clients.
Product / Service Benefits Analysis
Here are ways our Product or Service helps our customers to:
Save Money:
Save Time:
Feel more secure:
Grow the business:
Increase profit:
Improve productivity:
Improve image:
Boost their status:
Increase sales:
Improve reliability:
Other Benefits:
Page 11 1997 BizSuccess, Inc. All rights reserved. No duplication.
One of the reasons that our Product / Service is so desirable is because of its
What does this really mean
for this customer?
What else could that lead to?
What further possibilities does
that open up?
How else could this produce a
gain for this customer?
What are the consequences for this
customer of not having this feature?
What are the ramifications of that?
What are other negative implications of
inaction?
Customer Needs Analysis
Feature / Characteristic of our Product or Service
Value of having this feature Consequences of not having this feature
1997 BizSuccess, Inc. All rights reserved. No duplication.
Page 12
For:
Client does not haveto worry
about errors in travel details
Client could havetheir travel
disrupted or delayed
Peaceof mind for
our clients
Possiblemissed meetings with
their clients
Clients can concentrateon their
business, instead of travel
details
Clients savemoney often spent on
last minutechanges to correct
errors
Stress and anxiety caused by messed
up travel arrangements
Wieder I nternational
accuracy of all travel arrangements
Instructions: Use one of these worksheets for each of your most important customers
or potential customers. Analyze how your products / services specifically help this
customer. If you dont know enough about your customer or prospect to answer the
questions below, go back and interview them until you can confidently relate your
products / services to this customers specific needs.
One of the reasons that our Product / Service is so desirable is because of its:
What does this really mean
for this customer?
What else could that lead to?
What further possibilities does
that open up?
How else could this produce a
gain for this customer?
What are the consequences for this
customer of not having this feature?
What are the ramifications of that?
What are other negative implications of
inaction?
Customer Needs Analysis
Feature / Characteristic of our Product or Service
Value of having this feature Consequences of not having this feature
1997 BizSuccess, Inc. All rights reserved. No duplication.
Page 13
For: Name of Customer
One of the reasons that our Product / Service is so desirable is because of its:
What does this really mean
for this customer?
What else could that lead to?
What further possibilities does
that open up?
How else could this produce a
gain for this customer?
What are the consequences for this
customer of not having this feature?
What are the ramifications of that?
What are other negative implications of
inaction?
Customer Needs Analysis
Feature / Characteristic of our Product or Service
Value of having this feature Consequences of not having this feature
1997 BizSuccess, Inc. All rights reserved. No duplication.
Page 14
For: Name of Customer
One of the reasons that our Product / Service is so desirable is because of its:
What does this really mean
for this customer?
What else could that lead to?
What further possibilities does
that open up?
How else could this produce a
gain for this customer?
What are the consequences for this
customer of not having this feature?
What are the ramifications of that?
What are other negative implications of
inaction?
Customer Needs Analysis
Feature / Characteristic of our Product or Service
Value of having this feature Consequences of not having this feature
1997 BizSuccess, Inc. All rights reserved. No duplication.
Page 15
For: Name of Customer
Exampl e
BizSuccess

Habi t-Bui l der

Progress in life and business is the result of goal-directed habits.
(It takes 28 days to develop a new habit)
I will develop this new success habit over the next month
Daily learning and reflection
The benefits of developing this specific new success habit
Continuous growth
Daily feeling of satisfaction
Rolemodel for my employees
Heres exactly what Ill do to develop this new success habit
Block 15 minutes at theend of each day to
reflect on my experiences of theday and
notethemain lesson of theday.
Ill commit to begin on J anuary 6

Instructions
1. Use this exercise to identify and plan to develop a success habit that, if done
every day, would propel you toward your goals and make your life better.
2. High-performance people have habits that help put their success on
auto-pilot. Developing a new success habit each month will lead to a
lifetime of abundance.
3. Here are some ideas for new success habits:
every day, call a client to ask how you are doing
ask every prospect what it would take to make them satisfied
write a thank you note to every new customer
say please and thank you
1996 BizSuccess, Inc. All rights reserved. No duplication. Page 16
BizSuccess

Habi t-Bui l der

Progress in life and business is the result of goal-directed habits.
(It takes 28 days to develop a new habit)
I will develop this new success habit over the next month
The benefits of developing this specific new success habit
Heres exactly what Ill do to develop this new success habit
Ill commit to begin on
date
1996 BizSuccess, Inc. All rights reserved. No duplication. Page 17
1996 BizSuccess, Inc. All rights reserved. No duplication. Page 18

BizSuccess SessionPak Series
Session Review
Articulate your reflections on this session
Describe your conclusions and lessons learned
Read theoverview on Breakthrough Strategies. Was
excited about quality of lifepossibilities. Completed
questionnaireabout working ON my business. Scored
averageof about 1/3 on thequestionnaire. Lowest scoreon
questionnairewas in area of focusing timeon highest
priorities.
My quality of lifeis not as good as it should or could be.
Best possiblearea of increased results would bein the
area of balancebetween my personal and professional
life. I could accomplish moreby staying focused on the
right things.
E EX XA AM MP PL L E E
1. Articulate your reflections on the experience. It is important to do this in writing. Write your
thoughts on what you saw, heard, read, what you felt, and so on. Dont jump to conclusions yet.
Just note the facts of what you saw, heard, read, did, felt, etc.
2. Describe your conclusions and lessons learned. Here is where you write out your conclusion you
came to, based on your above reflections. What lessons did you get? What is the overarching
theory you gained from this experience? What are your ah-has?
How could you apply this? (also see Action Plan on next page)
I will block off sometimespecifically for my family.
I will also identify thethreeprimary tasks that need
my focus over thenext coupleof weeks.
3. Describe how you could apply the lesson gained from this experience. What are you going to do
about it? Identify the actions you could take and the outcomes you desire. Use the Action Plan that
follows the Session Review Form to fully plan your implementation of this SessionPak.
1996 BizSuccess, Inc. All rights reserved. No duplication. Page 19
BizSuccess SessionPak Series
Session Review
See example on previous page
Articulate your reflections on this session
Describe your conclusions and lessons learned
How could you apply this? (also see Action Plan on next page)
What are the main action
items for the next 30 days
Identify the 2-3 key projects you
need to focus on this coming month
In this space, write the 2-3 main
desired outcomes you want to
attain within the next 30 days.
This is not everything you want
to accomplish, just the most
significant for you.
1996 BizSuccess, Inc. All rights reserved. No duplication. Page 20
Action Planner
By the30th of this month, I will block off
sometimespecifically for my family.
By the15th, I will identify thethreeprimary
tasks that need my focus over thenext couple
of weeks.
By the10th, I will schedulea family
meeting to discuss possibleactivities.
By the10th, I will haveshared
this sessions ideas with thestaff.
By the20th, I will order BizSuccess
subscriptions for my key suppliers.
By the25th, I will re-read thesesession
materials to lock it in memory.
Brainstormto
identify top 2-3
priority tasks.
Hold discussion
with family on ideas
for timetogether.
Review staff
assignments for
possibledelegations.
Better balancebetween
my personal and
professional life.
Better focus on my top
2-3 priority tasks.
Action Items
Projects Desired Outcomes
for this Period
1996 BizSuccess, Inc. All rights reserved. No duplication. Page 21
Action Planner
Grow your business Make more money Have more fun

Talk to Gary Lockwood about:
--> Strategic Business Coach:
For business owners, entrepreneurs and professionals. Well focus on discovering
ways for you to grow your business, make more money and have more fun. I prefer to
work with positive-thinking, forward-looking, success-oriented people.
Just as a sports coach helps the athlete to advance to the highest level of performance,
having me as your business coach will help you improve the results you are getting
from your efforts. The results are more focus, better and faster goal achievement,
increased accountability, less stress and growth.
--> Enterprise Success Program:
If you are a business owner, professional, company executive, commissioned
salesperson or independent contractor, Gary Lockwood's new Enterprise Success
Program is an absolute must! This is a fast, inexpensive, systematic way to
turbocharge your personal enterprise.
--> Performance Coaching for organizations:
We facilitate annual planning retreats where managers and partners develop clarity
and consensus of mission, plans, actions and accountability. Throughout the year,
followup sessions and individual coaching with managers/partners make sure the
plans are well implemented.
--> Skills Development:
We help your people to manage their priorities better, sell more effectively, make
persuasive presentations, and plan better.
--> Speeches and Presentations:
Need a speaker? Gary Lockwood has provided hundreds of audiences with
entertaining and thought-provoking messages about a variety of workplace topics.
P.S. Visit our website at http://www.BizSuccess.com
Youll find free reports, free business newsletter, more information about our products
and services, and more! To get information right now by automatic email, send any
email to info@bizsuccess.com <mailto:info@bizsuccess.com>
Gary Lockwood
Tel: 760/325-9505 Fax: 760/325-9608
Toll-free (USA) 800/272-1575 Email: Gary@BizSuccess.com