Everyone has seen the shell game with the offer to “Pick One – Any One” – find the pea and collect the money.
Those of us who have played it found we kept paying the money instead of collecting the money until we learned the real name of the game and we were the ones being “conned”.
Today Revenue Science™ gives you a chance to get all that money you invested in looking for the pea back times a 100 or a 1000 or 10,000 or maybe even more. To win you don’t have to put any new money on the table. You already are putting too much money on the table with NO return, so learn a little Revenue Science™, apply what you learn, change a habit and collect money for the rest of your business life.
Here are three ways to collect money for the rest of your life. “Pick One – Any One” – find the pea and collect the money for the rest of your life.
Pick this first pea: Get out a yellow highlighter, get hard copies of your last three emails, print your last PowerPoint presentation and pull out the last proposal given to a prospect.
Start highlighting all first person (your name, your company name, your product name, I, me, we, etc.) in each document and count the number per page.
Over 95% of the world will have more than that one instance and normally twenty or more. What they will have told the prospects is I want your business, I need your money and here is the way I will get it.
Now do a draft of each with no more than one instance of first person in each document.
Since you picked this one the habit is to create everything from the prospects frame of reference and communicate the same way.
When the communication is from the prospect’s frame of reference it is about the prospect’s problem, the cost and pain the problem creates, the relief and value from solving the problem and the steps to safely carry the prospect from today’s problem to the Ideal Future State.
Mastering this habit is your trip from a vendor who wants the prospect’s money to a partner who delivers the prospect the best option possible to improve the prospects world.
Pick this second pea: Say NO! Say NO with conviction, say NO looking people straight in the eye, say NO for the good of the person you are saying NO to.
Technology has made the world transparent. The result of transparency is what you say is believed as long as it aligns with what you do. The minute someone asks you to do something that is not completely consistent with what you have said or written and you do it – you will be challenged, chastised, avoided and removed from the shortlist.
The world has lots of choices and seldom does the world choose someone who is known to say one thing and do another. Of course, the expectation is when everyone is equally guilty (the perception of used car sales) and the buyer has little choice.
Revenue Science™ tells us to always align actions with what we say and say NO to everything else – even if you think YES makes you money in the short-term. Say NO or be the company that will do anything for money and nothing well.
What you need to know is those who you say NO do it in a professional way (tell them why NO and refer them to the right place) will refer you more business than your paying customers. Those you said NO to know you are trustworthy (so they are safe making all referrals) and you explained why NO, which helps define where you really provide great value (also making the referral more accurate).
Mastering the habit of ALWAYS SAYING NO to things unaligned to your brand promise and value-adding problems you solve will return growth in both sales and profits. Learn how to do it, when to do it and do it all the time for the good of you and your prospect.
Pick this third pea: Stop doing proposals when asked, only do proposals when they are earned. This is a version of the shell game where two players seem to win, while they all lose.
The problem is the two who think they win is at the expense of a third. Here is how it works – a salesperson is working hard on a possible buyer and the buyer wants him to go away, but not go away mad. So, the buyer says, “this is interesting” – “please give me a proposal I can share with my boss” and the salesman smiles, shakes hands and runs to the car to call his boss.
The sales person and the boss dive into the proposal, pour their blood into every line and produce a great compelling document they deliver to the prospective buyer with a plan for the next steps to close the business.
The salesperson never hears back. There is no good news. When the salesperson presses the prospective buyer after many delays and finally hears the prospective buyers’ boss is going in a different direction.
WOW – who won in this deal? The buyer won – they got the salesperson to go away and bring back good detailed knowledge and will keep the salesperson as a future resource.
The salesperson won a little victory. They got to tell their boss about this deal to forecast and work with their boss (so now the boss also lost the deal, not just the salesperson) and the salesperson gets to keep talking to the prospective buyer.
The big loser is the salesperson’s company. The company hired the salesperson, developed products, did marketing to find the prospective buyer, invested in the proposal, gave their knowledge to the prospective buyer, forecast the revenue and had to back everything out.
The habit to master to avoid the company’s heavy overhead and lack of predictable growth is that every proposal must result from a Joint SOW (Scope of Work) where everyone wins big.
This habit is made up of the following steps:
- The seller and the buyer confirm the buyer’s:
- Problem to be solved
- Cost of the problem if not solved
- Value from solving the problem
- Awareness of the buyer’s unique skill at solving this problem
- Need to solve this in the short-term
- If all the above are true the seller asks if the buyer wants to do a Joint SOW to be sure the seller fully understands the problems, the seller can propose a solution that is the best option the buyer has, and if the buyer team can resource the solution (people, process, financial) to be delivered.
- When the buyer says yes, the seller executes a process to confirm the buyer’s value received from operational and financial conditions from the seller’s solution
- The end of the seller process results in clear agreement on the question of going forward and all necessary detail to make both parties better off no matter what.
The result of the habit is only fully qualified prospects go forward and they go forward with both teams learning from the other and the final proposal is based on a clear understanding of the problem and the value delivered.
This is a new kind of shell game. “Pick One – Any One” and Then Make it Habitual. Then pick the next one and the next one.
Everyone you pick and make habitual will put more and more money in your pockets – so get started.
Revenue Science™ is an organized systematic and repeatable way to determine revenue cycles, and decrease the cost of chaos with such precision that you can see rapid decreases in your cost of sales and increases in profit within weeks and months.
MASTER REVENUE SCIENCE™ CRO THINKING
Last Chance for the Program Begining September 29th