3 Sales STEP THREE: The Left Engine

Question 1

What is the main goal of crafting a million-dollar sales pitch?

Answer 1

To create a sales pitch that can be used repeatedly to generate significant revenue.

Question 2

What framework is introduced to help small-business owners with sales?

Answer 2

The Customer Is the Hero Sales Framework.

Question 3

What common problem do small-business owners face regarding sales?

Answer 3

They often feel they need to sell but lack confidence and alignment in marketing and sales.

Question 4

How should sales conversations be approached according to the framework?

Answer 4

By inviting customers into a story that focuses on solving their problems.

Question 5

What negative feelings do potential customers often associate with salespeople?

Answer 5

Feelings of being manipulated or that the interaction is transactional and inauthentic.

Question 6

What is the key to a successful sales conversation?

Answer 6

Understanding that the story is not about the salesperson but about the customer as the hero.

Question 7

Fill in the blank: The sales framework encourages businesses to focus on whether the customer has a problem that the product can _______.

Answer 7

[solve]

Question 8

What mindset shift is necessary for effective selling?

Answer 8

To think of the customer as the hero and focus on their needs rather than just selling a product.

Question 9

How did Steve Rusing’s team change their approach to sales?

Answer 9

They started asking retail partners about their goals instead of just pushing their products.

Question 10

What color represents the customer’s problem in the color-coded sales framework?

Answer 10

Red.

Question 11

What color represents your product positioned as the solution?

Answer 11

Purple.

Question 12

What should be the focus during sales conversations?

Answer 12

Finding out if the customer has a problem that can be solved by the product.

Question 13

True or False: The Customer Is the Hero Sales Framework is only applicable to formal sales presentations.

Answer 13

False.

Question 14

What is the benefit of using the Customer Is the Hero Sales Framework?

Answer 14

It allows for more authentic interactions and increases customer satisfaction and sales.

Question 15

What happens when a sales proposal only focuses on the product without addressing the customer’s problem?

Answer 15

The proposal lacks engagement and fails to invite the customer into a story.

Question 16

What is the color associated with the positive result the customer will experience?

Answer 16

Blue.

Question 17

What does the color brown represent in the sales framework?

Answer 17

The three- or four-step plan.

Question 18

How can a salesperson ensure they are inviting the customer into a story?

Answer 18

By including multiple colors from the color key in their communication.

Question 19

What does the color green represent in the sales framework?

Answer 19

Your call to action.

Question 20

Fill in the blank: The key to a million-dollar sales pitch is to make the customer the hero and invite them into a _______.

Answer 20

[story]

Question 21

What is the ultimate goal of applying the Customer Is the Hero Sales Framework?

Answer 21

To increase sales without making customers feel manipulated.

Question 22

What is the key element to crafting a compelling sales pitch?

Answer 22

To invite the customer into a story

This involves making the customer the hero of the narrative.

Question 23

How does the first person in the cocktail party scenario describe their job?

Answer 23

I’m an at-home chef. I come to your house and cook.

Question 24

What does the second person highlight about their service in their job description?

Answer 24

They emphasize the importance of family connection over healthy meals.

Question 25

What color represents the customer's problem in 'The Customer Is the Hero' framework?

Answer 25

Red

Question 26

Why is identifying the customer's problem crucial in sales?

Answer 26

It engages the customer and opens a 'story loop' in their mind.

Question 27

What happens when a customer recognizes their problem in a sales conversation?

Answer 27

They begin to think about solutions and whether the product will work for them.

Question 28

What color represents the solution to the customer's problem?

Answer 28

Purple

Question 29

What increases the perceived value of a product?

Answer 29

Positioning it as a solution to a problem.

Question 30

What is the third color in the 'Customer Is the Hero' framework?

Answer 30

Brown

Question 31

What does the brown color signify in sales?

Answer 31

Giving the customer a clear plan to follow.

Question 32

What is a potential customer's concern when they realize a product is a solution?

Answer 32

They may feel cognitive dissonance or confusion about the risk of change.

Question 33

What three-step plan does the chef propose to potential customers?

Answer 33

* Quick meeting to discuss preferences * Chef cooks a meal * Establish a regular schedule

Question 34

What colors are associated with creating a sense of urgency in sales?

Answer 34

Yellow and Blue

Question 35

How do storytellers increase engagement in a narrative?

Answer 35

By painting the stakes and reminding the audience of what could be won or lost.

Question 36

What does a strong story in sales involve?

Answer 36

A hero who wants something and must overcome conflict to achieve it.

Question 37

Fill in the blank: The problem is the ______ in the story.

Answer 37

hook

Question 38

True or False: The perceived value of a product decreases based on the severity of the problem it resolves.

Answer 38

False

Question 39

What is the significance of a three-step plan for customers?

Answer 39

It reduces perceived risk and clarifies the process.

Question 40

What is the outcome of effectively inviting customers into a story?

Answer 40

Higher chances of closing sales.

Question 41

What is the first step in positioning a product in a sales conversation?

Answer 41

Identify the customer's problem.

Question 42

What is an obligatory scene in storytelling?

Answer 42

A scene that resolves the primary problem in the story.

Question 43

How do screenwriters typically approach writing an obligatory scene?

Answer 43

They often write the obligatory scene first and then craft the rest of the movie to make it emotionally fulfilling.

Question 44

What is the purpose of foreshadowing in sales?

Answer 44

To create an image of a climactic scene that the customer can move toward.

Question 45

Fill in the blank: The process of creating tension that builds until a resolution is reached is known as _______.

Answer 45

cognitive dissonance.

Question 46

What effect does foreshadowing a climactic scene have on customer engagement?

Answer 46

It creates cognitive dissonance and narrative traction.

Question 47

What is the significance of understanding a customer's problem in sales?

Answer 47

It allows the salesperson to foreshadow an obligatory scene that resolves the customer's issue.

Question 48

What are negative stakes in sales conversations?

Answer 48

Potential negative experiences customers may face if they do not purchase the product.

Question 49

How can adding stakes to a sales conversation increase urgency?

Answer 49

By highlighting both the success of the customer and the frustrations they will avoid.

Question 50

What is a clear call to action in sales?

Answer 50

A direct statement that tells the customer exactly what they need to do to make a purchase.

Question 51

True or False: Most small-business owners feel comfortable asking for the sale.

Answer 51

False.

Question 52

What is a common mistake small-business leaders make when asking for the sale?

Answer 52

They fail to make their calls to action clear.

Question 53

Fill in the blank: A confident salesperson believes their product will _______.

Answer 53

solve the customer's problem.

Question 54

What should a salesperson do if they are unsure their product can solve a customer's problem?

Answer 54

Improve the product until it meets customer needs effectively.

Question 55

How should a salesperson respond to a customer's rejection?

Answer 55

By redirecting the conversation and expressing openness to future referrals.

Question 56

What is the key to handling rejection in sales?

Answer 56

Clarity in the sales offer and setting the customer at ease.

Question 57

What does the phrase 'calling your customer to action' mean?

Answer 57

Inviting the customer to make a purchase decision.

Question 58

What does cognitive dissonance create in stories?

Answer 58

Tension that builds until a resolution is achieved.

Question 59

How can positive and negative stakes be used in a sales pitch?

Answer 59

To illustrate the benefits of the product and the drawbacks of not purchasing.

Question 60

What does a weak call to action sound like?

Answer 60

It suggests uncertainty about the product's ability to meet the customer's needs.

Question 61

What is an effective way to summarize a sales conversation?

Answer 61

By clearly stating the benefits and inviting the customer to make a decision.

Question 62

Fill in the blank: The salesman at the jewelry counter provided the author with _______ to make a purchase.

Answer 62

permission.

Question 63

What is the benefit of making clear calls to action?

Answer 63

It eliminates confusion and helps customers make decisions easily.

Question 64

What is the key to accepting rejection in sales?

Answer 64

Setting the customer at ease when deciding not to move forward. ## Footnote This approach helps both the salesperson and the customer feel comfortable during the rejection process.

Question 65

Why do successful people often not concern themselves with rejection?

Answer 65

Because rejection is not personal; the customer is simply stating they don't have the problem the salesperson can fix. ## Footnote This perspective helps maintain a positive attitude towards sales.

Question 66

What impact does a clear call to action have on sales?

Answer 66

It leads to more rejections but also more sales overall. ## Footnote A clear call to action encourages more customers to make a purchase.

Question 67

What is one main difference between successful and unsuccessful small-business owners?

Answer 67

Successful business owners make their calls to action as clear as possible.

Question 68

What should you memorize to improve your sales?

Answer 68

Your call to action. ## Footnote Memorizing a line helps in confidently asking for the sale.

Question 69

Fill in the blank: The call to action could be, 'My team can mow your lawn this Saturday and handle your landscaping every week from here on out. Want my team to _______ at your place on Saturday?'

Answer 69

show up

Question 70

How can making the customer the hero impact sales pitches?

Answer 70

It allows for intuitive crafting of million-dollar sales pitches without overthinking selling. ## Footnote This approach focuses on clarity in how the product solves customer problems.

Question 71

What was a significant decision made by the author regarding sales?

Answer 71

Hiring a sales representative. ## Footnote This decision nearly doubled the author's revenue.

Question 72

What role does customer feedback play in business growth according to the author?

Answer 72

It helps create new products that strengthen and expand the business. ## Footnote Feedback from the sales team is crucial for understanding client needs.

Question 73

True or False: The author believes that hiring a sales representative is unnecessary for a successful business.

Answer 73

False

Question 74

What challenge does the author propose for those not ready to hire a sales rep?

Answer 74

Use The Customer Is the Hero Sales Framework to write a sales letter that generates business.

Question 75

Where can one find a digital tool to help craft sales pitches?

Answer 75

At SmallBusinessFlightPlan.com.

Question 76

What does the author suggest to optimize product offerings?

Answer 76

Look at the wings of your airplane. ## Footnote This metaphor indicates examining and improving the product offerings.