The book Rainmaking Conversations: Influence, Persuade, and Sell in Any Situation by Mike Schultz and John E. Doerr is devoted to the methodology of sales conversations for large transactions, it describes the different scenarios of the conversations, and also provides a large number of useful tips on this topic. The book consists of 3 parts, which are divided into 19 chapters.
Most books about sales describe manipulative tactics that destroy the trust relationship with a prospect. Do not forget that buyers also learn, and they begin to recognize fraud. Moreover, realizing that they are being pressured, they begin to resist. Therefore, one of the main criteria for successful conversations, the authors call honesty.
Mike Schultz and John E. Doerr in the book tell about their sales system. What is the method of RAIN?
RAIN is an acronym for Rapport, Aspirations and Afflictions, Impact and New Reality. These are the key concepts of sales conversations.
The RAIN acronym also refers to the concept of “rainmakers” – a common name for people who bring the newest clients and revenue into an organization.
- Rapport. To achieve a rapport, do not forget that you need to establish a sincere emotional contact with the potential client.
- Aspirations and Afflictions. Having reached a rapport with the potential client, start to find out what problems they face and how you can help him.
- Impact. Your task, based on the information about the client’s aspirations and afflictions, is to find an answer to the question: “So what?” The answer to this question will show what effect your offer will have on the business and private life of the buyer. By identifying the effect of your collaboration, you will set a new starting point for a potential client.
- New Reality. One of the most important skills in sales is helping prospects to understand exactly what they get when they work with you. At the end of a well-managed sales process, your job is to create a vision of a New Reality that will be the best for your client, given their specific Aspirations and Afflictions and the Impact of doing (or not doing) something about them.
Companies and individuals that achieve significantly higher sales results compared to others distribute their efforts in the following four areas: Role Readiness, Action, Skills and Knowledge, Process – RASP.
- Role Readiness. The degree of fundamental readiness of a person to succeed in sales.
- Action. Performing actions that lead to successful sales.
- Skills and Knowledge. Skills – various abilities necessary for sales, and the ability of a person to successfully apply them in practice. Knowledge – possession of information necessary for sales, and the ability to communicate freely on relevant and related topics.
- Process. A system or scheme in which actions are performed to achieve the maximum possible sales result.
The authors believe that the best strategy for negotiations is “win-win”. Based on this, they cite 10 principles of “rain casters”. The authors, based on their experience and research, identified 10 Rainmaker principles.
- Play to win-win.
- Live by goals.
- Take action.
- Think to buy first, selling second.
- Be a fluent expert.
- Create new conversations every day.
- Lead masterful rainmaking conversations.
- Set the agenda; be a change agent.
- Be brave.
- Assess yourself, get feedback, and improve continuously.
Also, this book will teach to:
- Have the most important conversation of your life – with yourself. Set personal goals and follow them.
- Formulate and present a value proposition. Components of a strong value proposition: to respond (customer must need what you are selling), be different( you need to show potential buyers than you stand out among other available options), confirm (potential buyers need to believe that you can fulfill their promises).
- Search for potential customers by phone, do ” cold call ” customers.
- Work with objections. 4 types of objections:
- No trust. The buyer experiences fear, doubt or apprehension.
- No need. The purchaser is not noticing or did not recognize their need.
- No rush. The buyer does not see the value of your offer.
- No money.
- Planning sales conversations. At the stage of preparation of the offer for sale, it is necessary to ask yourself 6 planning questions.
- What is the prospect’s current situation?
- What are my sales goals for this prospect?
- What is my desired next outcome?
- What are my relative strengths?
- What are my relative vulnerabilities?
- What actions do I need to take before the next call?
- Avoid “killers” of sales conversations. The authors distinguish 4 types of “killers”:
- Killers that make you dead on arrival
- Killers hiding in the open
- Killers waiting to ambush you
- Killers you never see that kill in the dark
The book “Rainmaking Conversations. Influence, Persuade, and Sell in any situation” has everything that will help a beginner at the start of their career to learn professional sales, and professionals – to structure their knowledge and revise their sales conversations process from a new, fresh point of view.
If you like this book I recommend you to Never Eat Alone anymore.