Michael Houlihan CoFounder of Barefoot Worlds 1 Wine

Michael Houlihan Co-Founder of Barefoot World’s #1 Wine Brand NYT’s Bestselling Author Intnl. Keynote Speaker Entrepreneurial Trainer “You Can Sell More Wearing a Funny Hat”

Sales IQs st 1 • I = IMPRESSIONS • Q = QUESTIONS • S = SUPPORT

From the Laundry Room… to the Board Room

Five Steps to Better Sales 1. Identify the feeling your product gives – Results 2. Build the relationship – Lighthearted familiarity 3. Communicate the feeling image – Anticipation 4. Justify the purchase – Logic 5. Recall the feeling – Image

Sales IQs st 1 • I = IMPRESSIONS • Q = QUESTIONS • S = SUPPORT

When the cement is wet, you can move it with a trowel When the cement is dry, you need a jackhammer

Impressions • • First impression = Snap judgment Judgment = Justification Visual image = Fastest impression Buy with the heart – Justify with the brain Convert product to feeling Convert feeling to picture Use picture to sell product

Definition of “Feelings” (Emotions) A thought or picture that elicits a (positive) physical response

Why Do Fun and Feelings Work? • Reduce defenses • Deliver emotional benefits • Identification & entertainment • Grabs attention • Create anticipation • Sets the tone

Definition of “Fun” • Enjoyment • Amusement • Lighthearted pleasure • Noun – “Have fun!” • Adjective – “Have a fun time” • Verb – “Just funning with you”

Positive Business Emotions (Feelings) • Confidence • Security • Satisfaction • Appreciation • Pride • Relief • Contentment • Enthusiasm

Translating Your Product Into Feelings What Feeling Does Your Product Create? • Surveillance – Safety, Security, & Protection • Striping – Satisfaction & Completion • Software – Ease & Relief • Point of Sale Equipment – Prosperity & Wealth • Gates – Control, Security, & Calm • Signage – Confidence & Pride • Construction – Advantage & Appreciation

Translate the Feelings Into Pictures • Spoken, Written, or Pictured • Picture the buyer enjoying the feeling • Add humor, exaggeration, or cartoon

Having Fun With Your Product • Nickname • Character • Rhyme • Double Meaning • Self effacing - Make fun of yourself • Have fun with your product

Buy With the Heart • Easier to experience emotions • The emotion remains prominent • They want to “own” it (own the feeling) • Appeals to our animal intuitive nature • Gut Feeling – Hard to shake

Sell the Feeling Before the Reason • Prospects live the feeling • Prospects see themselves enjoying the feeling • Prospects want to justify the feeling • Prospects hope you will give them justification to enjoy the feeling • The feeling gets their attention, anticipation and support

Justify with the Brain • Buyers who enjoy the feeling are now leaning in favor of the proposal • They want the data to add up • They are less likely to be as critical • They want to justify their feelings & first impressions

Now That They Like The Feeling, They Have to Like You • They buy you not your product • Buyers want a relationship not a product • Buyers want to see you on a regular basis • Buyers want to develop familiarity over time • Buyers want to know what you know • Buyers want to trust you as a person first

Ask The Right Questions • Ask, don’t tell • Listen more than sell • When they ask the price, ask more questions • Answering your questions builds engagement • Engagement builds trust • Communicate value before price

Be the “Assistant Buyer” • World’s greatest sales pitch: “I can help you sell your product” • Know what their product is • Build a relationship based on familiarity, trust & dependability • Provide industry information • Solve their problem

Support • All companies only have two divisions: Sales & sales support • Everybody that’s not in sales is in sales support – Everybody! • Buyers justify their purchase with customer service • Your sales support staff has to know and help solve sales challenges

Foot Traffic

Fun That Sticks • Memorable • Distinguishable • Friendly • Familiar • Relaxed • Ridiculous, corny (Turkey, Chateau la Feet)

Sales IQs st 1 • I = IMPRESSIONS • Q = QUESTIONS • S = SUPPORT

Five Steps to Better Sales 1. Identify the feeling your product gives – Results 2. Build the relationship – Lighthearted familiarity 3. Communicate the feeling image – Anticipation 4. Justify the purchase – Logic 5. Recall the feeling – Image

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