"Selling Across America" with Tony Parinello

Four Part Audio Series
Air date: September 19, 2007

This world renowned sales trainer, "Selling to VITO" author, and business talk show host interviews Nance about her new book.

Part 1: You can get what you want from your boss, subordinates, vendors and co-workers

Length: 15:39 (3.58MB)

Your success is a two part equation: Actions + Interactions.

With your goals in mind, identify what you need from others and be ready to lead them in the direction you desire.

Before you begin to seriously address your topic, wipe your audience's mind clean of any competing thoughts. Start the interaction with:
    1) a startling statistic
    2) dramatic quote, or
    3) heroic achievement story.

The three stages of every successful interaction:
    1) Your Great Opening
    2) Your Streamlined Content
    3) Your Great Closing

Build relationships by making and keeping promises.

Part 2: Listening traps in any meeting, presentation or conversation

Length: 15:34 (3.56MB)

Encounter every interaction with an outcome in mind.

Practice assertive listening NOT active listening.

Ask questions to identify your audience's pain, fear and unfulfilled desire.

Introduce right-sized solutions that are compatible with your audience's needs.

Part 3: Leave no choice for your audience but to commit to you

Length: 15:27 (3.54MB)

Guide your audience through the five-stage Transformation Channel:
    1) Attention
    2) Knowledge
    3) Preference
    4) Conviction
    5) Action

Offer unique value – a proposition that competitors' can't provide.

Create your Library of Success, a place to store all your resources, success stories, data, samples and even your personal network of contacts, so you are ready at any time to Speak Up!

Part 4: Custom tailor your content based on the behaviors of the decision makers

Length: 13:18 (3.05MB)

Who's in your audiences?

1) Ducks: Followers who do not want to take a risk, so start with them with success stories, testimonials; or plans that are compatible with decisions they have made in the past.

2) Woodpeckers: Fact lovers and skeptics; allow them to draw their own analysis.

3) Peacocks: Love flashy, big ideas, so emphasize them with graphics and interactive opportunities.

4) Owls: Like to see roadmaps, timelines; show them people profiles, long-term effects on their organization.

5) Chicken Little: Always on-guard; love risk analysis, so anticipate and lower their resistance with comparison of alternatives and Plan Bs.

It's better to have a resistant than an indifferent audience. Resistance is a sign that your audience wants to buy what you are selling – they're just struggling with the details.