Track Selling System: Step 4 - Sell the Company
===
[00:00:00] Will: Welcome again to the Seven Steps of the Successful Sale Podcast, where we dive deep into the strategies that empower your sales success. I'm Will, your host, and today, we're exploring Step Four of the Track Selling System, Sell the Company.
[00:00:19] Will: In the previous three episodes, you've worked hard to build rapport, qualify prospects and confirm their needs, but there's still another big hurdle to clear. They need to trust your company before they commit to your product.
[00:00:33] Will: In this episode, Jason and Marissa guide us through practical ways to build that trust and make your company stand out. You'll hear about handling well informed clients, approaching those with no prior knowledge of your company, and even responding to those with negative perceptions, all while positioning your company as a trusted partner.
[00:00:53] Will: So, whether you're in sales or simply looking to build stronger relationships within any organization, this episode is packed with insights you won't want to miss. Let's dive in.
[00:01:03] Jason: Welcome back to another deep dive into Track Selling.
[00:01:09] Marissa: It's great to be back.
[00:01:10] Jason: Now, we've already spent some time with the first three steps.
[00:01:13] Marissa: Approach, Qualification, and Agreement on Need.
[00:01:17] Jason: So you've built that rapport, you uncovered their needs.
[00:01:20] Marissa: And most importantly, you've gotten that crucial buy in from your prospect.
[00:01:24] Jason: They trust you.
[00:01:25] Marissa: Exactly.
[00:01:26] Jason: But here's where things get really interesting, because this next step is all about selling something a little bit different. That's right. Today, we're diving into Step Four
[00:01:36] Marissa: Sell the Company.
[00:01:37] Jason: Because, and this is key, before a prospect buys into your product.
[00:01:42] Marissa: They need to buy into your company.
[00:01:44] Jason: Makes sense, right.
[00:01:45] Marissa: It's actually the second of the five buying decisions Chitwood lays out in the book.
[00:01:50] Jason: And it often happens subconsciously.
[00:01:51] Marissa: You've got it.
[00:01:52] Jason: So, even if I've aced those first three steps.
[00:01:55] Marissa: Mm hmm.
[00:01:55] Jason: There's still this, like, unspoken hurdle I need to clear.
[00:01:59] Marissa: Think about it from your perspective.
[00:02:00] Jason: Okay.
[00:02:01] Marissa: Would you hand over your hard earned money to a company you didn't trust?
[00:02:05] Jason: Definitely not.
[00:02:05] Marissa: No, me neither.
[00:02:06] Jason: All right, so my prospect is going through the same thought process.
[00:02:10] Marissa: Subconsciously, but yeah.
[00:02:11] Jason: Okay, so how do I bring that to the surface? Like, how do I address that without making it weird?
[00:02:17] Marissa: I'm still glad you asked.
[00:02:18] Jason: Yeah.
[00:02:18] Marissa: Chitwood has this brilliant transition statement.
[00:02:21] Jason: Oh, lay it on me.
[00:02:22] Marissa: It's so simple, yet so effective.
[00:02:24] Jason: Okay.
[00:02:25] Marissa: After you've got that agreement on need, you just slide right into this. Right. May I ask how much information you have about your company's name?
[00:02:32] Jason: Whoa, I love how open ended that is. It's not a yes or no.
[00:02:36] Marissa: It's an invitation.
[00:02:38] Jason: It's like, tell me what you know. Tell me what you don't know.
[00:02:40] Marissa: Exactly.
[00:02:41] Jason: Like it.
[00:02:41] Marissa: And, depending on their answer, you've got three main scenarios to navigate.
[00:02:46] Jason: Okay. Hit me.
[00:02:47] Marissa: So, let's say they're already pretty well informed.
[00:02:51] Jason: Maybe they've heard good things from colleagues or something.
[00:02:53] Marissa: Could be they did some online research.
[00:02:56] Jason: Alright, so they come in already singing your company's praises.
[00:03:00] Marissa: That's the best case scenario, right?
[00:03:01] Jason: Right. But I'm sensing a but here.
[00:03:04] Marissa: Well, it's tempting to think, great, I can skip this part.
[00:03:07] Jason: Yeah, I was just thinking that.
[00:03:08] Marissa: That would be a mistake.
[00:03:09] Jason: Oh, really?
[00:03:10] Marissa: Why?
[00:03:10] Jason: Well, if they're already on board, why rehash it?
[00:03:13] Marissa: Because you never want to assume, briefly validating what they already know, and then highlighting a few key strengths that reinforces those positive perceptions.
[00:03:24] Jason: It's not about just telling them what's great about your company.
[00:03:27] Marissa: No.
[00:03:27] Jason: You're selling them on it.
[00:03:29] Marissa: Precisely.
[00:03:29] Jason: Okay. Now this is where I think visuals could come into play.
[00:03:32] Marissa: Oh, absolutely.
[00:03:33] Jason: Like a picture's worth a thousand words, right?
[00:03:36] Marissa: You know?
[00:03:38] Jason: I remember reading somewhere that people are primarily visual learners.
[00:03:42] Marissa: Some studies suggest we absorb like, what was it, 77 percent of information through sight.
[00:03:48] Jason: Whoa, that's a lot.
[00:03:49] Marissa: So instead of just telling them about your company's track record, show them a chart.
[00:03:53] Jason: I see.
[00:03:54] Marissa: You know, like with your growth trajectory. Or if you've got cutting edge technology, a well designed infographic can explain that way better than words ever could.
[00:04:05] Jason: Yeah, it's about leaving that visual impact.
[00:04:07] Marissa: That's it.
[00:04:08] Jason: Okay, that makes sense.
[00:04:08] Marissa: Good.
[00:04:09] Jason: Now what about the opposite scenario?
[00:04:11] Marissa: Oh, you mean
[00:04:12] Jason: If they say, I don't know anything about your company
[00:04:14] Marissa: That's a blank slate.
[00:04:16] Jason: Which can be
[00:04:19] Marissa: It is.
[00:04:19] Marissa: I see what you mean.
[00:04:23] Marissa: Well, Chitwood sees that as a golden opportunity.
[00:04:26] Jason: Really?
[00:04:27] Marissa: You have the chance to shape their perception. From the ground up. From scratch.
[00:04:31] Jason: Interesting.
[00:04:31] Marissa: So you'd focus on those aspects of your company that demonstrate stability, trustworthiness, and most importantly, unique strengths.
[00:04:40] Jason: Hailer to their needs.
[00:04:41] Marissa: Of course, it's all about relevance.
[00:04:43] Jason: Makes sense.
[00:04:44] Marissa: If their biggest concern is fast turnaround times,
[00:04:47] Jason: Okay.
[00:04:48] Marissa: You lead with your reputation for speed and efficiency.
[00:04:51] Jason: Got it.
[00:04:52] Marissa: If they're all about cutting edge solutions,
[00:04:55] Jason: Uh huh.
[00:04:55] Marissa: You highlight your company's commitment to innovation.
[00:04:59] Jason: So you're essentially building that confidence from the ground up.
[00:05:01] Marissa: Exactly.
[00:05:02] Jason: Okay, I can see how that works. But now, what about the scenario that makes me kind of nervous?
[00:05:08] Marissa: Which one's that?
[00:05:10] Jason: What if they come in with negative information?
[00:05:12] Marissa: Oh, I see.
[00:05:13] Jason: Like maybe they had a bad experience in the past, or heard some nasty rumor.
[00:05:18] Marissa: That's tough.
[00:05:19] Jason: It is.
[00:05:19] Marissa: How do you handle that without getting all defensive?
[00:05:22] Jason: Yeah, that's my struggle.
[00:05:23] Marissa: Well, Chitwood has this surprisingly simple solution.
[00:05:27] Jason: Oh, I'm intrigued.
[00:05:28] Marissa: Two words, I understand.
[00:05:30] Jason: That's it?
[00:05:30] Marissa: That's it.
[00:05:31] Jason: Wow.
[00:05:31] Marissa: No apologies, no justifications.
[00:05:34] Jason: I'd be scrambling to explain everything away.
[00:05:36] Marissa: I know, it feels counterintuitive.
[00:05:38] Jason: It does.
[00:05:39] Marissa: But those two little words work wonders. It shows empathy. Okay. Without admitting fault.
[00:05:45] Jason: That's smart.
[00:05:46] Marissa: And it avoids getting stuck in those back and forth arguments. Right. But most importantly, it creates space.
[00:05:52] Jason: Space for what?
[00:05:53] Marissa: Space for you to counter with facts.
[00:05:56] Jason: Oh, I like that.
[00:05:57] Marissa: So for example, let's say they come in and say, "Your customer service is terrible."
[00:06:02] Jason: Okay, yeah.
[00:06:03] Marissa: You wouldn't say no it's not.
[00:06:04] Jason: Yeah, I'd probably get all flustered.
[00:06:06] Marissa: Instead, you say, I understand.
[00:06:09] Jason: Just that.
[00:06:09] Marissa: And then, you pivot.
[00:06:11] Jason: How?
[00:06:12] Marissa: I understand. And I want to assure you that we've implemented a new system that's dramatically improved our customer service response times and satisfaction rates.
[00:06:21] Jason: Oh. And then I hit them with some proof.
[00:06:24] Marissa: You got it.
[00:06:25] Jason: Like a testimonial from a happy customer.
[00:06:27] Marissa: Perfect.
[00:06:28] Jason: I understand.
[00:06:28] Marissa: Powerful. Right.
[00:06:30] Jason: Those two words are magic.
[00:06:31] Marissa: They really are.
[00:06:33] Jason: And that applies even outside of sales.
[00:06:35] Marissa: Absolutely.
[00:06:35] Jason: Like in any situation where you need to navigate a tricky conversation.
[00:06:40] Marissa: It's all about acknowledging their perspective.
[00:06:42] Jason: And then moving forward in a positive way.
[00:06:44] Marissa: Exactly. You're shifting from defensiveness to problem solving.
[00:06:48] Jason: Okay, yeah.
[00:06:49] Marissa: You're acknowledging their concern and then pivoting to a solution.
[00:06:53] Jason: Yeah, okay.
[00:06:53] Marissa: But it's not enough to just state facts about your company.
[00:06:56] Jason: So we need to go beyond just like listing features.
[00:06:59] Marissa: Yes, exactly.
[00:07:00] Jason: And really dive into those benefits.
[00:07:02] Marissa: It's the difference between telling and selling.
[00:07:04] Jason: Oh, I like that.
[00:07:05] Marissa: For instance, Let's say your company's been around for decades.
[00:07:08] Jason: Okay.
[00:07:09] Marissa: You wouldn't just say, we've been in business for 50 years. Right. You'd frame it as, our 50 years of experience translates to unparalleled stability and industry leadership.
[00:07:20] Jason: Ah, so I'm connecting that fact to their desire for
[00:07:24] Marissa: Reliability.
[00:07:25] Jason: expertise, that kind of thing.
[00:07:26] Marissa: You got it.
[00:07:27] Jason: Okay, that makes sense.
[00:07:28] Marissa: Now flip the script.
[00:07:29] Jason: All right, let's do it.
[00:07:30] Marissa: What if your company is brand new?
[00:07:32] Jason: Some might see that as a disadvantage.
[00:07:35] Marissa: They might.
[00:07:36] Jason: But Chitwood, he turns it into a strength.
[00:07:38] Marissa: It's all about perspective.
[00:07:40] Jason: So instead of shying away from that newness.
[00:07:43] Marissa: You embrace it.
[00:07:44] Jason: How so?
[00:07:45] Marissa: You could say something like, being a new company means we're agile, innovative, and laser focused on providing exceptional service.
[00:07:54] Jason: I like that.
[00:07:54] Marissa: We're not bogged down by outdated systems or bureaucracy. So we can move quickly to meet your needs.
[00:07:59] Jason: It's all about how you spin it.
[00:08:01] Marissa: Exactly.
[00:08:02] Jason: And this highlights how selling the company isn't a one size fits all approach.
[00:08:06] Marissa: No, not at all.
[00:08:07] Jason: You need to tailor your message. Absolutely. To what matters to this particular prospect,
[00:08:12] Marissa: their industry,
[00:08:13] Jason: their values,
[00:08:14] Marissa: their pain points.
[00:08:15] Jason: Right. It all plays into how you frame those company's strengths.
[00:08:18] Marissa: And you know, what else really make a difference?
[00:08:20] Jason: Mm. What's that?
[00:08:21] Marissa: Adding a personal touch?
[00:08:23] Jason: Oh!
[00:08:23] Marissa: Okay. Chitwood recommends actually sharing why you chose to work for this company.
[00:08:29] Jason: Interesting.
[00:08:29] Marissa: It injects this layer of authenticity and passion.
[00:08:33] Jason: Yeah, like, I believe in this company so much that I put my own career on the line.
[00:08:37] Marissa: Exactly. I
[00:08:38] Jason: Like it.
[00:08:39] Marissa: Okay, so we've talked about selling the company to new prospects.
[00:08:43] Jason: Uh huh.
[00:08:43] Marissa: But what about existing clients?
[00:08:45] Jason: Do we still need to sell to them?
[00:08:46] Marissa: Never take loyalty for granted.
[00:08:48] Jason: Okay, why?
[00:08:49] Marissa: Competitors are always out there.
[00:08:51] Jason: Trying to lure them away.
[00:08:52] Marissa: Exactly.
[00:08:53] Jason: And even our happiest clients can forget what makes us special.
[00:08:56] Marissa: So, reselling, it reinforces your value.
[00:09:00] Jason: Encounters any doubts they might have.
[00:09:02] Marissa: Precisely.
[00:09:03] Jason: Alright, but how do we approach this with long term clients?
[00:09:07] Marissa: Right, it can't be the same spiel. Exactly. With existing clients, you'll remind them of core strengths. Strengths they already value.
[00:09:14] Jason: Got it.
[00:09:15] Marissa: But you'll also share exciting company news.
[00:09:17] Jason: Like what?
[00:09:18] Marissa: Awards, New Hires, New Policies,
[00:09:21] Jason: Product Updates.
[00:09:22] Marissa: Yes, the key is connecting those updates to how they specifically benefit the client.
[00:09:28] Jason: So, for example, if my company rolled out a new online ordering system, and I know this particular client was frustrated with the old process, right. I'd say something like,
[00:09:37] Marissa: Let's hear it.
[00:09:38] Jason: Remember how you mentioned wanting a faster, more efficient way to place orders?
[00:09:42] Marissa: Okay.
[00:09:43] Jason: Well, we listened. Our new online system is designed to streamline that whole process, saving you time and hassle.
[00:09:51] Marissa: You're not just announcing a change.
[00:09:52] Jason: You're showing them you listened.
[00:09:53] Marissa: And that you're constantly trying to improve their experience.
[00:09:56] Jason: I like it.
[00:09:57] Marissa: Good.
[00:09:58] Jason: And speaking of ways to reinforce that trust and confidence.
[00:10:01] Marissa: Oh, yes.
[00:10:02] Jason: We can't forget about testimonials.
[00:10:04] Marissa: They are gold.
[00:10:05] Jason: Especially when they come from clients in a similar industry.
[00:10:07] Marissa: Or facing similar challenges.
[00:10:09] Jason: Like social proof.
[00:10:10] Marissa: Yes, exactly.
[00:10:11] Jason: Now Chitwood, he shares a fantastic story about this.
[00:10:14] Marissa: Oh yeah, tell me about it.
[00:10:16] Jason: He and his partners were starting a new insurance marketing firm. And they really wanted to represent CNA.
[00:10:24] Marissa: Big player in the insurance world.
[00:10:26] Jason: Right, but I'm guessing CNA wasn't just handing out contracts to any new firm?
[00:10:30] Marissa: Not at all. In fact, CNA wasn't taking on any new general agents at the time.
[00:10:35] Jason: Wow, so Chitwood and his team had a real challenge. They are essentially selling their potential service.
[00:10:43] Marissa: That's a tough sell.
[00:10:44] Jason: It is. So how did they sell the company when they didn't have a long history or a proven track record?
[00:10:50] Marissa: Well, they focused on their combined experience and expertise.
[00:10:53] Jason: Oh, so their company was their individual brilliance.
[00:10:56] Marissa: Interesting. They presented CNA with a compelling case.
[00:10:59] Jason: Highlighting their unique skill.
[00:11:01] Marissa: And their deep understanding of the market.
[00:11:02] Jason: So did it work?
[00:11:04] Marissa: It did.
[00:11:04] Jason: No way.
[00:11:05] Marissa: CNA was so impressed that they awarded them the contract.
[00:11:08] Jason: Wow. That's a powerful example of how selling the company goes beyond just products.
[00:11:13] Marissa: It's about building confidence in your ability to deliver.
[00:11:17] Jason: Whether you're an established company or a startup. It's like saying, trust us. We've got the skills and the passion to make this work for you.
[00:11:24] Marissa: Exactly.
[00:11:25] Jason: Now this brings us to those taxicab anecdotes.
[00:11:27] Marissa: Oh, yes.
[00:11:28] Jason: I love those stories.
[00:11:29] Marissa: They illustrate how selling the company applies to
[00:11:32] Jason: Any interaction.
[00:11:33] Marissa: Where you want someone to choose you.
[00:11:36] Jason: All right. Let's dive into those.
[00:11:37] Marissa: Yeah.
[00:11:38] Jason: Okay, so taxi cabs. Yeah. I'm ready to see how this connects to selling the company.
[00:11:43] Marissa: They're such great examples of how these principles go beyond sales, you know? Okay. It's like we're always selling ourselves in some way.
[00:11:51] Jason: Whether we realize it or not.
[00:11:52] Marissa: Exactly.
[00:11:53] Jason: Let's start with that grumpy cab driver.
[00:11:55] Marissa: Oh yeah, the one Chitwood talks about.
[00:11:57] Jason: He was like a master class in what not to do.
[00:11:59] Marissa: He really was.
[00:12:01] Jason: It was all about the transaction.
[00:12:02] Marissa: Get from point A to point B.
[00:12:03] Jason: No thought to the customer experience.
[00:12:05] Marissa: The bare minimum.
[00:12:07] Jason: He was rude. Dismissive. Barely made eye contact.
[00:12:10] Marissa: Like, he was actively trying to repel any future business.
[00:12:14] Jason: It's like, dude, if I had other options, I would never choose you again.
[00:12:17] Marissa: And you'd probably tell your friends about the bad experience, too.
[00:12:19] Jason: Oh, absolutely.
[00:12:20] Marissa: It really shows how even a small interaction can impact your reputation.
[00:12:25] Jason: Now, let's talk about Lloyd and Georgia.
[00:12:27] Marissa: Ah, the dynamic duo.
[00:12:29] Jason: They were masters of Selling the Company.
[00:12:31] Marissa: In everyday life.
[00:12:33] Jason: What made them so different?
[00:12:34] Marissa: Well, they understood that they were offering more than just a ride. Yeah. It was an experience, a
[00:12:39] Jason: connection,
[00:12:40] Marissa: maybe even a memory.
[00:12:42] Jason: They were on time. They were friendly.
[00:12:43] Marissa: They genuinely wanted to get to know Chitwood.
[00:12:46] Jason: They even shared a bit about themselves.
[00:12:48] Marissa: They made him feel like a valued customer,
[00:12:50] Jason: not just another fare.
[00:12:52] Marissa: And they were smart about promoting their business too.
[00:12:54] Jason: They gave him their business cards,
[00:12:56] Marissa: explain their pager system,
[00:12:57] Jason: and emphasize their commitment to customer satisfaction. No wonder Chitwood kept calling them back.
[00:13:03] Marissa: They went above and beyond.
[00:13:05] Jason: Even in a field like that, where price and convenience are key.
[00:13:09] Marissa: A little extra effort can make all the difference.
[00:13:12] Jason: It shows that selling the company isn't just about closing deals.
[00:13:16] Marissa: It's about building relationships.
[00:13:18] Jason: Creating a reputation that draws people in.
[00:13:20] Marissa: That keeps them coming back for more.
[00:13:22] Jason: And that applies whether we're selling products or just ourselves.
[00:13:26] Marissa: It's a universal principle.
[00:13:27] Jason: So Think about how you can apply this in a job interview. A
[00:13:31] Marissa: networking event.
[00:13:32] Jason: Even a first date.
[00:13:33] Marissa: You're always selling something.
[00:13:35] Jason: Your skills, your personality, your value.
[00:13:37] Marissa: It's about building trust, demonstrating your worth.
[00:13:40] Jason: And creating a positive, lasting impression.
[00:13:43] Marissa: Mm hmm.
[00:13:44] Jason: So, for our listeners out there, here's something to think about.
[00:13:47] Marissa: Yes.
[00:13:48] Jason: How can you apply these principles of selling the company?
[00:13:52] Marissa: In your own life.
[00:13:53] Jason: How can you stand out from the crowd?
[00:13:55] Marissa: And create those positive, memorable experiences.
[00:13:58] Jason: That make people want to choose you.
[00:13:59] Marissa: Every interaction is an opportunity.
[00:14:02] Jason: That's a great takeaway.
[00:14:03] Marissa: Thanks.
[00:14:04] Jason: Well, that wraps up another deep dive into Track Selling.
[00:14:06] Marissa: It's been a pleasure.
[00:14:07] Jason: We covered a lot of ground today, but hopefully you're walking away with some valuable insights.
[00:14:12] Marissa: Some actionable strategies.
[00:14:14] Jason: That you can put into practice right away.
[00:14:16] Marissa: We'll be back next time to explore Step Five.
[00:14:19] Jason: Feel the Need.
[00:14:20] Marissa: Where we'll down how to present your product or service. As
[00:14:22] Jason: prospect's needs.
[00:14:25] Marissa: Until then, keep practicing.
[00:14:27] Jason: Keep learning. And keep selling.
[00:14:28] Will: thanks for tuning in to today's episode of the Track Selling Podcast Series. We hope you found valuable insights that will help you build trust and credibility as you sell your company to prospects. Remember, these strategies aren't just for making a sale. They're about forming lasting relationships that keep clients coming back.
[00:14:51] Will: If you'd like to learn more or have any questions, please reach out. You can contact Ron or Mike, the co founders of Track Selling, by email at info at tracksellinginstitute. com. Or visit our website at www. tracksellinginstitute. com for more resources and information about our programs. Until next time, keep practicing, keep building those connections, and as always, keep learning.
[00:15:17] Will: Good luck and good selling.
