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e l i c hC O N S U L T I N Gl e a n n e© L E A N N E E L I C H C O N S U L T I N G . C O MSOLVING THE SALES EQUATIONA GUIDE FOR SALES AND BUSINESS PROFESSIONALS

Welcome to the world of Leanne Elich Consulting.This Business Mastermind eBook is an introduction to the award-winning Sales Psychology Program. The Sales Psychology Program has been designed to help you focus, develop and practice phenomenal sales skills needed to succeed in today's world of selling.Our method, framework and toolkit have been curated over decades of experience in sales, management, operations and leadership, igniting new ways of discovering growth opportunities to supercharge your business. We will guide you through the mindset and the skillset to activate opportunities, overcome challenges and set the foundation for sales success.Let's Make It Happen!Leanne Elich MD. PhD. GAICD.LeanneElichConsulting.comW E L C O M E !Bringing the Brightest and Boldest business minds together.J O I N U S I N T H ES C H O O L O F M I N DA C A D E M Y ! 1C L I C K T O J O I N

L.E.C. Leanne Elich Consulting is anadvisory and consultancy firmspecialising in psychology drivensales techniques. We collaboratewith businesses to create the rightprocesses and best practice systemsto establish differentiation withintheir industry.We help organisations bridge thegap between science and businesswith a 'Mind Wide Open' approachto become industry leaders andachieve outstanding success.L.E.C. is on a mission to educate,develop and support exceptionalbusinesses to understand thecomplex dynamics of psychologydriven business strategies.A differentiator in today's businessworld and a mastermind programfocusing on relationship selling andbehavioural leadership. We look forward to working withyou and igniting the foundation ofsuccess!www.leanneelichconsulting.comH O W W E W O R KHuman-centred sales through SCIENCE- Dr Leanne Elich 2SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

Hi, I'm Leanne Elich.I’m a Sales and Business Psychologist, Coach,Author, and creator of the BusinessMastermind Program™, and I work withexceptional businesses across the globe. For over 20 years, I have studied and observedthe psychology of human behaviour, influenceand persuasion in sales. Using characterdevelopment strategies, I help businessesreach peak performance faster than theythought possible. M E E T L E A N N E . . .SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTINGFrom years in the trenches, I know that the success of your business doesn'tdepend on the latest fad, funnel or favour.It comes down to your ability to differentiate and create powerwithin your own business.3

Copyright ©2022 Leanne Elich ConsultingAll Rights ReservedNo part of this publication may be reproduced, distributed, or transmitted inany form or by any means, including photocopying, recording, or otherelectronic or mechanical methods, without the prior written permission of thepublisher, except in the case of brief quotations embodied in critical reviewsand specific other noncommercial uses permitted by copyright law.For permission requests, please email info@leanneelichconsulting.comAny references to historical events, real people, or real places are usedfictitiously. Names, characters, and places are products of the author’simagination.www.leanneelichconsulting.com4SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

C O N T E N T SS O L V I N G T H E S A L E S E Q U A T I O N 1 2T H E E L E M E N T S O F S A L E S 1 5M A R K Y O U R C A L E N D A R 9S A L E S V I S I O N B O A R D 1 0G O A L S E T T I N G M A P 1 1P R E P A R A T I O N 65T H E P E R I O D I C T A B L E O F S A L E S 1 4T H E A R C H E T Y P E S 1 9A B O U T T H E A U T H O R 3B E H A V I O U R A L S C I E N C E O F A R C H E T Y P E S 2 4C O M M U N I C A T I N G W I T H A R C H E T Y P E S 3 8H O W D O W E C R E A T E I N F L U E N C E ? 1 7W H A T T O D O N E X T ! 4 4SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

P R E P A R A T I O N6SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

The Business Mastermind eBook provides a sneak peekinto the development platform to build the world's bestsalespeople. The Program dives deeply into frequent sales challenges,how to make a winning first impression, building rapport,understanding psychological based customer behaviours,communicating effectively, leadership techniques, high-level customer support strategies and much more.To achieve this, we use the L.E.C. Equation:Mindset + Skillset x Toolkit = Influence We prepare you for the most challenging andcomplicated sales environments and provide frameworksto transform your business outcomes.P R E P A R A T I O N7MINDSET SKILLSET TOOLKIT INFLUENC ESOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

Before diving into this guide, it is essential to set some goals,boundaries and priorities. The following three pages willprepare you for sales success and help you define your mostimportant areas of development.Mark Your Calendar with important dates to keep you ontrack during your sales learning.Set your weekly schedule each Monday, starting with yourMost Important Tasks.Your Sales Vision Board is a tool to help clarify, concentrateand maintain focus on what truly matters to you during yoursales development journey.Identify your present and future goals using the Goal SettingMap. Define concrete actions you can take to stay motivatedand confident right till the end.This is your journey to sales greatness. Welcome aboard, buckle up and enjoy the ride!L E T ' S G E T S T A R T E DP R E P A R A T I O N8SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

S M T W T H F SM O N T H I M P O R T A N T D A T E SM A R K Y O U R C A L E N D A RS M T W T H F SM O N T H I M P O R T A N T D A T E S9SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

S A L E S V I S I O N B O A R D1 0SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

W H E R E Y O UA R E N O WW H E R E Y O UW A N T T O B EGOAL 3:GOAL 2:GOAL 1:G O A L - S E T T I N G M A P 1 1SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

S O L V I N G T H E S A L E SE Q U A T I O N1 2SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

Salespeople first need to be equipped with the right mindset: the right setsof beliefs and attitudes.Salespeople then need the right skillset: the ability to do all the things greatsalespeople do - such as prospecting, gaining commitments, creatingvalue, negotiating and closing.Finally, the right toolkit: consists of scripts, playbooks, documented salesprocesses, customer personas, behaviour patterns and salesmethodologies.What do you need to succeed at sales?How can you make the sales equation work for you in a powerful way?With three areas: a Mindset, a Skillset and a Toolkit.It is a framework every successful salesperson needs.This book is for business people who are deeply interested in improvingthemselves and their results. It will also give you a framework to quickly andeasily identify your strengths, weaknesses and challenges along the stages ofthe sales process.S O L V I N G T H E S A L E S E Q U A T I O NThis is how we capture the essential elements ofSALES SUCCESS1 3Mindset + Skillset x Toolkit = InfluenceSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

W H A T I S T H E P E R I O D I C T A B L E O FS A L E S ?1 4There are 17 core elements in the Periodic Table of Sales.An additional 4 elements: Influence, Development, Strategy andMetrics, create the Periodic Table in its entirety. Combining these elements and understanding the networkbetween them establishes a robust sales framework that isunstoppable.You will learn the formula behind these elements and develop theskills to use them effectively in your daily life sales.Welcome to the world of Sales Mastery!SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

The Periodic Table of Sales contains 21 exclusive business elements.If you master these, you will achieve a clear improvement in your sales andestablish a powerful sales framework.Just like the periodic table of chemical elements, the periodic table of sales isdynamic and constantly evolving.T H E E L E M E N T S O F S A L E S Self Discipline: The art of "Me Management" Optimism: A positive mental attitude Caring: The desire to help others Competitiveness: A burning desire to be the best Resourcefulness: Finding a way or making one Initiative: Taking action before it is necessary Persistence: Breaking through resistance Communication: Listening and connecting Accountability: Owning the outcomes you sellMINDSET ELEMENTS:Mastering the Mindset Elements to Create Influence1 5SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

Prospecting: Opening relationships and creating opportunities Storying Telling: Creating and sharing a vision Diagnosing: The desire to understand Negotiating: Creating win-win deals Closing: Asking for and obtaining commitments Business Acumen: Understanding business and creating value Change Management: Building consensus & helping others change Leadership: Producing results with and through othersSKILLSET ELEMENTS: Exercising the Skillset Elements to Create a Competitive AdvantageT H E E L E M E N T S O F S A L E S 1 6Business ArchetypesNeurochemistry of CommunicationBehavioural EconomicsMetrics & AnalysisSales FunnelsForecast Matrix MapsTime ManagementHabit TrackingTOOLKIT ELEMENTS: Utilising the Toolkit Elements to Develop Strategies and TacticsSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

H O W D O W E C R E A T EI N F L U E N C E ? 1 7SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

Using Behavioural Science is one of the most powerful ways to influence yourcustomers and identify the personality traits that will affect their buying power.Using Behavioural Science frameworks within your sales strategy will help you:1 8T H E A R T O F I N F L U E N C EUnderstand customer buying behaviours to increase sales effectivenessDesign sticky experiences that improve customer engagementUnlock motivations and emotions that will get customers to act SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

The Business Archetypes are an extraordinary tool used bytoday's most successful businesses.The Archetypes we use in the guide are based on the writings of Swisspsychologist Carl Jung, who formulated a theory of a “collective unconscious.”For Jung, the varieties of human experience have somehow been geneticallycoded and can be translated into a customer journey.Archetypes are universal, inborn models of people, behaviours, or personalitiesthat derive from the collective unconscious and play a role in influencinghuman behaviour. Identifying these patterns of instinctual behaviour gives youinsight via a unique lens to deeply understand your customers, colleagues andstakeholders within a business.As humans, we make choices every day rooted in subconscious perceptionsand beliefs. When we do this, we engage with our primary Archetype.Understanding your audience is one of the key ingredients to success. It mightsound straightforward, but it takes a specific skill to truly identify a customer'snatural behaviour.1 9T H E A R C H E T Y P E SSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

Getting to know the 12 ArchetypesEach of the 12 Archetypes has distinct characteristics and styles.Understanding these traits gives you the power to adapt your business,products, and offerings that align with your skillset and unique talents andconnect with your prospects effortlessly.Understanding business Archetypes helps develop emotional and businessintelligence to synchronise with your audience, creating a distinct competitiveadvantage and building stronger business relationships.Let's find out how... [ AR - KI - TI P ]¨ ` ` – ˜20SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

21InnocentExplorerSageJester LoverEverymanRulerCreatorCaregiverHeroRebelMagicianMEET THE ARCHETYPESThe 12 Archetypes are profiled into 4 groups:INDEPENDENCEBELONGINGMASTERYSTABILITYSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

22MEET THE ARCHETYPESINDEPENDENCEBELONGINGMASTERYSTABILITYSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

DISTINCT CHARACTERISTICS OFARCHETYPESBrandingColourCommunicationCompany CultureFearFontGeometryGoalsImagesMessageMetaphorPatternPhrasesProcessShapeStoryStrategyThemeVoiceWordsWe have discovered that each Archetype displays a subconscioustrigger towards specific categories. They also behave in a certainway according to particular influences.These are defined below:23SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

THE INFLUENTIALBEHAVIOURAL SCIENCEOF ARCHETYPES 24SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

B E H A V I O U R A L S C I E N C EThe following section identifies the psychological triggers of eachArchetype and the corresponding customer behaviours.2 5CUSTOMER VOICEThe categories we identify and use are as follows:CUSTOMER MESSAGECUSTOMER PERSONACUSTOMER GOALCUSTOMER STRATEGYCUSTOMER FEARSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E I N N O C E N TBRANDGOAL STRATEGYFEARSimpleHappinessMoralitySimplicityPurityPositivityAnguishDepravityComplexityDeceitNegativityDisplay Wholesome VirtueFoster Feel-Good SpiritHumbleHonestOptimisticHopefulSimpleJoyousEncouragedClearThe most wholesomethings in life areunadulterated and pureDo Things Right, BeTrustworthy and PositiveSAFETYCheerfulLife is simple and simplicity is elegant2 6SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E E X P L O R E RBRANDGOAL STRATEGYFEARFREEDOMDon't fence me inOpen Minded FearlessExcitingResourcefulDaringYou only get one life, get out and make itcountAdventurousAmazedNo LimitsCulturedAliveAdventureExplorationThe UnknownSelf DiscoveryLiberationCelebrate the JourneyAcknowledge ModernConfinementsSeek out and experiencenew things, escapefrom boredomConfinementImmobilityEntrapmentIncarcerationCautiousness2 7SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E S A G EBRANDGOAL STRATEGYFEARUNDERSTANDINGIntelligence without ambition is abird without wingsKnowledgeableAuthoritativeDecisiveFactualResearchedEducation is the path towisdom and wisdom isthe path to answersEducatedUnderstoodWiseIntelligentEngrossedWisdomIntelligenceExpertiseInformationInfluenceShow the Path to WisdomCelebrate Life-Long LearningSeek Information throughResearch, Objectivity &DiligenceIgnoranceInsanityPowerlessnessMisinformationInaccuracy2 8SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E J E S T E RBRANDGOAL STRATEGYFEARPLEASUREIf I can't dance, I'm not part of it2 9Fun LovingEnthusiasticPlayfulOptimisticPlayfulAmusedEntertainedEnergeticGiddyWe're here for a shorttime, not for a long time.Let your hair down andstart living lifeExpressiveGood TimesEntertainmentEnjoymentUpliftingPositivityBoredomGloomSadnessLonelinessNegativityPromote Good TimesMake Them LaughMake Jokes, Be Funny,Have FunSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E L O V E RBRANDGOAL STRATEGYFEARINTIMACYI only have eyes for you3 0SensualAffectionateSoothingEmpatheticExcitedPassionArousedSpellboundDesireYour striking beauty isimpossible to ignoreWarmSenualityClosenessIndulgenceAffectionLoveRejectionLonelinessIsolationInvisibilityContemptReaffirm BeautyRed Carpet TreatmentAppeal to Others, BecomeMore AttractiveSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E E V E R Y M A NBRANDGOAL STRATEGYFEARBELONGINGWork hard and stay humble3 1Friendly PracticalHonestHumbleUnderstoodPart of the GroupWarmIncludedValuedWhen we treat eachother with honesty andfriendliness we can livetogether in harmonyAuthenticConnectionTogethernessEqualityFriendshipInclusionExclusionStanding OutIsolationHostilityDisassociationAlign with Basic ValuesCreate a WelcomingCommunityDevelop Solid Values & beDown to EarthSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E H E R OBRANDGOAL STRATEGYFEARMASTERYWhere there's a will there's a way3 2MotivationalCandidHonestSelf ConfidentInspiredDrivenMotivatedEmpoweredCourageousWe can make the worldbetter. We have the gritand determination tooutwork the restBraveMasteryCourageousnessGrowthDevelopmentDefenceIncompetenceCowardiceDeteriorationDownfallVulnerabilityBecome Stronger and BetterProve People WrongTake Action andOvercome ChallengesSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E R E B E LBRANDGOAL STRATEGYFEARREVOLUTIONRules are made to be broken3 3DisruptiveCandidCombativeRebelliousRebelliousUnconventionalThrilledStimulatedDisruptorYou don't have to settlefor status quo. First,demand more, second,go out and get itRawChangeFreedomRighteousnessRevengeIndependenceServitudeConformityComplacencyAcceptanceDependenceDenounce Status QuoDisrupt and ShockBe disobedient and neverconformSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E M A G I C I A NBRANDGOAL STRATEGYFEARPOWERIt can happen3 4ExpansiveExpressiveArticulateMovingCutting EdgeVisonaryIntriguedFascinatedEarly AdoptersTomorrow is brighterthan today and all yourdreams can come true ifyou believeDiscoveryMake Dreams Come TrueKnowledgeVisionBeliefDiscoveryConsequencesStagnationIgnoranceDoubtUncertaintyDevelop A Vision & Live By ItTransformationLeverage The Laws OfThe UniverseSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E R U L E RBRANDGOAL STRATEGYFEARCONTROLPower isn't everything, it's the only thing3 5CommandingPowerfulArticulateRefinedSuccessExclusivityAuthorityLeadershipStatusYou are successful inwork and in life. Rewardyour excellence and yourachievements.ElitePowerProsperityStatusSuccessWealthWeaknessInsignificanceFailurePovertyDestitutionGrow AuthorityDemonstrate SuperiorityLive the Lifestyle You WantSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E C R E A T O RBRANDGOAL STRATEGYFEARINNOVATIONIf it can be imagined, it can be created3 6Inspirational VisualDescriptiveUniqueAmazedCreative"I want to do what s/he can"InspiredWillingSee potential everywhereand uncover originalitywith liberatedimaginationProvocativeCreationOriginalitySelf ExpressionVisionImaginationStagnationDuplicationFamiliarityDisillusionIndifferenceInspire to Unlock ImaginationEncourage the Pursuit ofOriginalityFocus Your Attention onOther PeopleSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

VOICEMESSAGE CUSTOMERT H E C A R E G I V E RBRANDGOAL STRATEGYFEARSERVICEStart each day with a grateful heart3 7Caring KindThoughtfulConsiderateLovedSecureNot AloneSafeLooked AfterEveryone deserves careand we must all strive tobestow service upon oneanotherGenerousSupportHelpServiceRecognitionGratitudeAnguishHelplessnessIngratitudeNeglectBlameOthers Before SelfThe Greater Good is WorthSacrificeFocus Your Attention onOther PeopleSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

C O M M U N I C A T I N GW I T H E A C HA R C H E T Y P A L G R O U P3 8SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

3 9C O M M U N I C A T I N G W I T H I N F L U E N C EWhy are customers so unique? No matter how often you present the same idea, product or service to yourcustomers, every audience will receive you differently. Most people present in away that feels natural, familiar and appealing to them. The core problem is thatwe, by default, neglect to consider how others with different personality traitsand communication preferences might interpret our style.We all tend to assume that everyone else wants to communicate the sameway we do. Psychology, neuroscience and real-world experiences teach us thatthis couldn’t be further from the truth. People have very differentbackgrounds, feelings, thoughts, behaviours and communication preferences,making it nearly impossible to communicate effectively with someone withoutconsidering their preferred communication style. Rather than addressing someone in the way we want, we need to learn tocommunicate in the way they want. In summary, we need to understand theirArchetype. And to communicate with influence, we need to understand theother person’s personality, behaviour and motivations.Let's think about it being a convergence of technology, psychology, and personality theory to help us understand how to communicate with anyone effectively. This helps us communicate in a deeply personalised way by recognising everyone’s unique differences.SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

4 0I N D E P E N D E N C EDone in-person when possible, without a rigid agenda.Can be a powerful tool to discover new solutions and ideas, but can also lead to people arguing in circles.Friendly, casual, and personal.Focused on the high level and delivered with encouragementMeetingsEmailsFeedbackConflictConversationsProject a casual tone, use humour and personal anecdotes frequently and describe past events with colourful language.SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

4 1B E L O N G I N GDone in-person when possible, with a prepared agenda.Handled with caution, as it can escalate and result in hurt feelings.Warm, sincere, and expressive.Thoughtfully explained and delivered with empathy.MeetingsEmailsFeedbackConflictConversationsUse a calm agreeable, warm tone and be very considerate of feelings. Ask questions to understand where there may be concerns.SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

4 2M A S T E R YVery brief, to the point, and only scheduled when necessary.Essential for improvement, as long as it is actionable and objective.Brief, business-like, and concise.Direct, actionable, and focused on the most important points.MeetingsEmailsFeedbackConflictConversationsDirect and straightforward, using a confident and assertive tone.SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

4 3S T A B I L I T YMinimal, formally scheduled, and with a prepared agendaConflict is a useful way to discover truth and bring underlying issues to the surface, as long as emotions are kept out of it.Clear, detailed, and factual.Specific, detailed, and delivered with logical reasoning.MeetingsEmailsFeedbackConflictConversationsUse a serious, business like demeanour and ask strictly objective questions to fully understand what they are thinking.SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

W H A T T O D O N E X T !4 4SOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

Learn to use these tools and MORE in our exclusiveSales Psychology Program for high- performing salespeople.LIVE and ONLINE45Get your copy of the complete Business Mastermind Book HERE!Are you ready to take your business to the next level?REGISTER HEREGET YOUR COPYWhat's your Business Archetype?Take the quiz to discover your Business Archetype and uncover the secret language of influence and psychological triggers unique to your businessTAKE THE QUIZSOLVING THE SALES EQUATION | LEANNE ELICH CONSULTING

FIND OUT MORE: LEANNE ELICH CONSULTING+61 411 032 960 www.leanneelichconsulting.cominfo@leanneelichconsulting.come l i c hC O N S U L T I N Gl e a n n e© L E A N N E E L I C H C O N S U L T I N G . C O M