Do you know what Small Yes is?
Every seller likes to sell, am I right? Better than selling is always selling, correct?
And you would agree with me that, in a time of crisis, continuing to sell is what can differentiate success from bankruptcy, isn’t it?
Well, making you get the key to this success is my goal here.
When I was thinking about how to pass on the information in this article, I struggled to find an analogy that made sense. Yes, I like analogies a lot.
How could I relate Small Yes to something external? Lucky I had just bought my ticket to a football game and had a light for that article.
Reader: What do you mean a light, Pedro?
Me: Selling is like a knockout championship. And the closing of your sale is the victory in the final.
Reader: No, Peter. Then it’s too much. you are traveling.
All right, I understand your awkwardness. But, if at the end of the text, the message is not clear, you can send an email to the management asking me to pull my ear, can you?
So come on.
Browse the content
- Win your final, or rather, sale
- Let there be heart, friend!
- Why should you switch to Small Yes?
- But after all, how to do this?
- The Anatomy of a Small Yes Question
- In short, what is the conclusion?
Win your final, or rather, sale
Let’s say your team is in a knockout tournament, for example, the Champions League. Well, the first step is the group stage, right?
At this stage, games are important, but a defeat does not take your team out of the championship. In a sales process, we can say that this stage is the pre-qualification, performed by the commercial intelligence team.
At this point, you want to do so-called lawn recognition.
- Who are your opponents?
- In the case of a sale, who are your potential customers?
- What are your leads?
Your game here is to send proposals, make calls and demos. Having a small defeat, that is, not getting a return, is something normal, although it is not your objective and you try to minimize it.
Did your lead return? Did you agree to set up a meeting? Congratulations! Your team has just advanced to a stage in the tournament. From here on, the fans (your company) will start to show up at the stadium more, supporting and hoping for a positive result.
And from here my friend, as Galvão Bueno would say, each game is a final. (I think that phrase is his).
Let there be heart, friend!
At this point, the key to this text comes in: getting small victories in your game, I mean, in your call with the customer, they take you closer and closer to the trophy, that is, to make the sale.
Okay, but wait a minute, what do you mean small victories? Simple, using Small Yes is a good way to get them.
Notice how, throughout this text, I asked you small questions after some statements of mine. And I believe if you’re reading this far, it’s because you responded positively to my questions, correct? (looks at her again)
The Small Yes is a strategy to validate his idea with the customer, ensuring greater synergy, trust and creating rapport.
Here at Outbound we use and teach our customers about SPIN Selling. If you don’t know this methodology, you can check out an amazing summary here.
The essence of SPIN is to validate your idea with the customer through the situation and problem questions and then offer your product. These questions are mostly Small Yes.
Why should you switch to Small Yes?
In this amazing piece by Chris Orlob, you can see that through a Gong.io case study, they noticed some interesting data:
- Super Star sellers use closed questions up to 3x more than regular sellers;
- These questions have specific moments to be asked (I’ll tell you in a moment);
- Asking a question along these lines Makes sense + Call to action is one of the best ways to ensure continuity in your sales process.
Does it make sense to have a meeting with our account executive next week?
But after all, how to do this?
Small Yes has three key moments to be used: the moment of connection with the client, the moment of validation of problems and the moment of pre-commitment formalization.
These three moments have one characteristic in common: they need validation.
And that’s what Small Yes sets out to do.
With it you can lead the conversation and ensure that your product fits the reality of your lead. The one that, following the tips here on the blog, you have already qualified very well.
Thus, even though it is difficult to show the lead that you understand their situation and that your solution fits the problem presented, you can present a situation in which the lead will identify and feel understood. And that, let’s agree, is very important, right?
The Anatomy of a Small Yes Question
Well, I said the content would be clear, didn’t I? So I’m going to show you how these questions should be asked.
In the foreground are completely closed questions, seeking validation of a sentence you basically stated.
This text is full of them, you’ve already noticed them, haven’t you? (This is one of them, for example.)
Well, in addition, these questions have, as I said, three key moments to be used, namely:
- Connection ;
- Validation ;
- Pre Proposal / Commitment ;
Thus, at critical moments you can keep the conversation focused, develop coherent storytelling, and, on top of that, activate mental triggers in your lead, in this case, represented by the commitment generated by performing successive agreements.
In the book SPIN Selling (seriously, look at how he is quoted) Neil Rackham says that a customer with less self-confidence is a customer more likely to buy your solution. But what did he mean by that?
Basically, the less certainty (confidence) the lead has that he can solve his problem on his own, the more attractive his solution becomes, improving his game.
For example, a team that is not sure it can win is much more likely to lose the game.
Remember Brazil in 98, after that mess with Ronaldo? One of the best Brazilian teams of all time simply lost confidence in itself. And then Zidane just had to do what he knew.
In short, what is the conclusion?
So, making sure your lead convinces itself is much more effective than any convincing you might make – and that’s what Neil Rackham says, too.
And that’s where Small Yes plays its role. You can show how effective your solution is in the best possible way, with your lead agreeing with you.
Realizing the problem he has, how it impacts him and how important a solution would be. And, look how lucky you are, you have this solution.
Finally, you build rapport with your lead, maintain trust, and build authority on the solution you’re presenting. That way you break objections before they arise and ensure credibility.
Then, just go for the hug.
Still, had questions about Small Yes? Send me an email at firstname.lastname@example.org, a message on LinkedIn, or a smoke signal. I will love to help you! (I just don’t guarantee that I’ll be able to if I opt for the smoke signal).