Our small series comes to things like yes on the ground – so they no longer goes into the trap . We have been one of the largest adhesive is also excluded, which seems to really have an irresistible attraction for all “Corporate Identity”

The question could of course take much further: Who or what is an expert? Applies in the television world as the expert who gives the impression that he could account for highly complex issues in a maximum 1:30. From this definition, everyone benefits: the transmitter (quota), viewers (good feeling), the interviewee (money and / or very good feeling). Only the thing itself is not there because they illuminate in time even more than half of one half part of the whole. So that makes knowledge transfer an absolute maximum of 10%.

Now it is in marketing but also not to interstellar quantum physics. Quite the opposite, because the marketing is about something in space are not definitely: hot air. And that’s a good thing, because what does hot air? It drives turbines. And that’s what makes marketing. From this standpoint, but also marketing something to do with physics, but only on a very basic level.

Just as there are people who thrilled by the sight of a rotating wind turbine, there are others who keep it in the wind, and some, the blow, and still others calculate the rotation and believe only when they have a formula that it rotates.

These are all experts. You need to decide is what is right for you.

Mini-agenda

What is an Agenda?
Well, for us this is the ordered list of points that we want to go through with a conversation partner. And it’s our checklist to hand which we always – can see where we stand, and decide what to do next.

You can still pack more into a pure agenda – at any time during a call.. But here we focus on the two centrally important points for a seller to control a negotiation:

• know what’s going on, and
• Decide what to do.

That, as a focused agenda, then I call mini-agenda.

What is pure at the mini-agenda?

1. Foreseeable problems and difficulties
2. The wishes of our correspondent

This generally applies to all of our agendas. And for every action in a sale, a negotiation, one is well advised to develop an agenda beforehand.

Consider this a mini-agenda, as it can be established for a cold call.

What is the agenda for our mini-Cold-call take?

1. Foreseeable problems and difficulties.
   • We interrupt our conversation partner probably in his work.
   • We are probably not the only ones who want something (time, attention, decision) of it.
   • It may be that we are first on a door guard (assistant, secretary, etc.) must pass.
2. The wishes of our correspondent
   • we know anything about it? If yes, what and where exactly? If not, then it is our ultimate goal, to learn about it as much as possible.
3. Our desire (What do we want exactly?) agree
   • an appointment with people who want or need our product and it can afford. Perhaps we want to send something else (prior information notice, invite someone to our roadshow ..)?
4. sounds formulated this way: …

 
It may be that your special mini-agenda yet one or the other sub-point (a, b, c, ..) more or less, as listed.
It is important that everything is on the agenda must also be negotiated. Namely in the order specified by us.

Let’s go quickly through the individual points times

1. Foreseeable problems and difficulties.
   • It may be that we are unwelcome. Our conversation partner may have visited, or is fully submerged in an urgent task.
     We need to give it a chance, “No” to say. We do this immediately after we have welcomed him and presented to us shortly. (How to draw up a conversation starter and skriptet, you can actually discuss your situation with me)
   • From his humor, his tone so we can not impress us at all. We have previously made clear the decks in our head. In addition, we have immediately given him so the possibility of “no” to say. If he did not say “No” – and only then will we continue to talk with him – he does not agree with the call (no matter how he behaves).
2. For door guards, we have an extra mini-agenda. (This is usually not that difficult.)
3. The wishes of our interlocutorWe must find out where he stands (which he has problems) and where he wants to go. For this we need W-questions (How, What, Where, What, Who ..).
   • situation questions: “How long have you used this machine already ? How many do you have in use? “

    

4. The problem questions: “Over time, usually appear on these machines to those problems: First, .., .. secondly, thirdly .. What problems do you see? “
5. Our desire (What do we want exactly?)
   • That’s something we’ve done before in depth thoughts. (He will want to sample our product closer look.)
   • At the appropriate time during our conversation, we ask directly on whether we met our interlocutor our desire. For example: “With our product you can solve the problems (firstly .. Secondly .. Thirdly ..). Would it make sense to you, our product is a closer look at times? “

Flows from our agenda the next step. That means

• If our interlocutor our desire fulfilled, then we define the logical action (eg an appointment).
• If he still does not meet our request (he’s not ready yet), then we go back to our W-questions under item 2

If our desire

• he never met (he tells us that he wants to or can not), then we end the call.

Summary

Talks must not get out of hand, but remain fully in your hand. Although it is a bit effort to build as a mini-agenda, but it’s worth it. Especially because such a one agenda – to use in sales and over again

- – perhaps with small modifications.
The text is an excerpt from my monthly direct marketing newsletter. More info about it here ..