The Simple Strategic Selling System

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1	The Simple Strategic Selling System
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3	© Brandon Fluharty. All rights reserved. Visit BrandonFluharty.com for more.
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5	Important: This is to be completed after building your: - Diamond Account List - Creating Your Personal Narrative And then after creating this, you'll be able to develop an intelligent: - Maturity Model Bonus Tip: Create different account tabs (see template in Tab 2 below) and include key contacts at each account. From there, you can match up your impact questions and statements to each individual. That will make your content, outreach, and meeting strategies much easier and less stressful...and as always, more impactful!			The intent of this exercise is a part of making you a Category of One seller. This particular sheet is to help you systemize all of the things that make your company and product unique so you can easily access, disseminate, and share this information in the most impactful way possible with the right people at the right time.
6	How to Use This System ↓↓↓	Your Company's Distinct Point of View	Your Idea or Product's Key Feature and Company's Compelling Service	Powerful Headline ("The Hook")	Idea or Feature Explained in Simple Language	Business Impact of Key Feature (and How Would it Positively Impact Them Personally)	Who is Using This Today (and Why Should They Care)	Impact Questions	Impact Statements
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8	Description → → →	What makes your company unique? This is the distinct perspective your company has that completely separates you from the competition - how you view the world, how you do things differently, who you work with/don't work with and why?	Now, identify your product and company's top killer features and services.	Turn this idea, feature, or service into a powerful headline that would grab the right person's attention. Think of this as "the hook," pulling the reader or listener into wanting to learn more.	Simplify how it works.	Once they understand what it is you're talking about, you need to quickly and easily share the business impact of this feature or service and how it would help that particular contact.	Every situation with an executive will be different, but you need to be prepared to answer "where else is this being deployed today and how is it going?"	These are the questions you can ask in your communications and conversations that invite them to share more about insights you'll need in order to deliver a major impact.	These are the statements you can insert in your communications and conversations that make them ask "Interesting, tell me more."
9	Tips → → →	Scratch deeper beneath the surface than your company's marketing material and tagline.	Develop at least 3 - 5 of these to have in your library that you could talk about in your sleep.	Exercise: Really put yourself in the shoes of a C-Level executive at your top Diamond Account prospect. What do they care about and what would grab their attention?	Don't start spewing technical, internal, or industry jargon. Explain it like you're talking to a 5th grader or your grandma. State the facts and remove the fluff.	Make sure the impact covers both the account level and the contact level. Be sure not to jump ahead in dumping all of the benefits. Save that for the later dialogue. Invite them into "tell me more."	Peer validation, especially when there is a natural tie back to their brand, is psychologically proven to be an effective way to drive action. Know who can strategically connect them with before the meeting and offer it up as a follow-up item. This will help accelerate the deal.	Develop at least 3 - 5 of these for each feature. Remember, you are looking to engage in a conversation, not an interrogation. It should feel like a dance, and when they are speaking, listen to understand, not listen to respond. It's also best to use specific terminology that is germane to their industry, brand, and role.	Develop at least 3 - 5 of these for each feature. These are known as "twisting of the knife"...the things you can say that get them to really reflect on their business and explore new avenues to improve it with you. I like the following format: - Jab: Get their attention with a quick jab - Hook: Insert a fact using actual data or a customer story - Uppercut: Tie it back subtly to why you and your company are best suited to guide them through this transformation by offering a tip or avoiding a risk
10	Example → → →	Customers should be able to message a brand what they want, and like magic, it happens. When this happens, your brand is in the same threads of conversation with their mom, their spouse, their best friend. Once there, the relationship is elevated to a whole new level that few brands can compete with. Your customer service agents are the most underultized assets in your organization. We show you how to match their human intelligence with artificial intelligence to moderninize the contact center and tear down the "digital fortress" brands have been using for 30+ years.	IVR Deflection	80% of your customers don't want to call you, but they do because they're forced to. Try this instead.	When customers call your service line, they are greeted with an option to wait on hold to speak with someone or choose to move the conversation to texting where the conversation shifts to their terms.	Shift up to 30% of your customer service phone calls to digital messaging in the next 100 days and keep them there. We've found this is this best starting point for going conversational as a brand and elevates contact center leaders to taking a leading position for CX initiatives inside the org.	<Insert Strategic Brand Name>, one of your your partner airlines implemented IVR Deflection under a year ago and are already seeing 95% peak CSAT scores and 50% decrease in agent attrition rates. I've already touched base with <Insert Strategic Contact Name, Title>, and she said she'd be happy to have a conversation with you about her experience. I'll conect you following this meeting.	1. How are you giving optionality to your customers when they call in today? 2. What happens during an IRROP (irregular operation)? 3. How does that impact your staffing modeling and operational costs at peak times, say during holiday travel season or during hurricane season?	1. When conversations are handled over messaging, customers can go about their day rather being tethered to the phone. We see an average spike up to 20 CSAT points with messaging compared to voice calls. The key here is educating them on that fact in the IVR and in the first automated message. 2. When conversations shift to messaging from the IVR, agents have the ability to handle up to 5 conversations at once. That increases further with the use of good automation. This decreases your costs in half and we see about 50% less attrition with agents. The key is shifting a portion of your agents from voice to messaging, and that leads to happier agents too.. 3. When conversations shift to messaging, the customer can come back to that thread (where you're right next to the most important people in their lives) when they need something else. We typically see over half of customers come back after their initial conversation setting the stage for you to develop a longer-lasting, more asynchronous relationship with them. You go from being a disruption in their day (let's face it, a pain in their ass to deal with) to becoming more like how they interact with their friends and family. This opens the door for addressing more customer service intents and even marketing and sales opportunities down the road. The key is having good automation in place and an intelligent operational roadmap.
11	Now...design your system ↓↓↓↓↓↓

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