Whiteboard Selling by Corey Sommers and David Jenkins

Last updated: Aug 13, 2023

Summary of Whiteboard Selling by Corey Sommers and David Jenkins

Whiteboard Selling by Corey Sommers and David Jenkins is a comprehensive guide that provides a step-by-step approach to mastering the art of visual storytelling in sales presentations. The authors emphasize the importance of using a whiteboard as a powerful tool to engage prospects and effectively communicate complex ideas. The book begins by highlighting the limitations of traditional sales presentations, which often rely heavily on slide decks and fail to capture the attention of the audience. Sommers and Jenkins argue that whiteboard selling offers a more interactive and personalized approach, allowing sales professionals to tailor their message to the specific needs and interests of each prospect. The authors then introduce the concept of the "Whiteboard Story," which serves as the foundation for successful whiteboard selling. They outline a framework consisting of four key elements: the opening, the setup, the reveal, and the close. Each element is explained in detail, with practical tips and examples provided to help readers understand how to effectively structure their whiteboard presentations. In the opening phase, the authors emphasize the importance of grabbing the prospect's attention and establishing credibility. They suggest using a compelling opening statement or question to pique curiosity and create a sense of urgency. Additionally, they stress the significance of building rapport and establishing a connection with the audience. The setup phase focuses on identifying the prospect's pain points and challenges. Sommers and Jenkins encourage sales professionals to ask probing questions and actively listen to the prospect's responses. By understanding the prospect's needs, the salesperson can then tailor their presentation to address those specific pain points. The reveal phase is where the salesperson presents their solution or value proposition. The authors emphasize the importance of using visual aids, such as diagrams, charts, and illustrations, to simplify complex concepts and make them more memorable. They also provide guidance on how to effectively use storytelling techniques to engage the audience and create an emotional connection. Finally, the close phase focuses on summarizing the key points and addressing any remaining objections or concerns. The authors provide strategies for handling objections and offer tips on how to confidently ask for the sale. Throughout the book, Sommers and Jenkins provide numerous real-life examples and case studies to illustrate the effectiveness of whiteboard selling. They also offer practical advice on how to prepare for whiteboard presentations, including tips on creating compelling visuals and practicing delivery. In conclusion, Whiteboard Selling is a comprehensive guide that equips sales professionals with the knowledge and skills to effectively engage prospects and close deals using visual storytelling techniques. By following the framework outlined in the book, salespeople can create impactful and memorable presentations that resonate with their audience.

1. The Power of Visual Communication

One of the key takeaways from Whiteboard Selling is the power of visual communication. The authors emphasize the importance of using visual aids, such as whiteboards, to effectively convey complex ideas and information to clients. They argue that visual communication is more engaging and memorable than traditional methods, such as PowerPoint presentations or written proposals.

By using a whiteboard, sales professionals can actively involve their clients in the conversation, encouraging them to participate and collaborate. This approach helps to build trust and credibility, as clients feel more connected to the information being presented. Additionally, visual communication allows for greater flexibility and customization, as sales professionals can adapt their message in real-time based on the client's feedback and needs.

2. The Value of Storytelling

Another important insight from the book is the value of storytelling in sales. The authors argue that stories are a powerful tool for capturing the attention and interest of clients. By framing information in the form of a story, sales professionals can create an emotional connection with their audience and make the content more relatable.

According to the authors, effective storytelling involves three key elements: a relatable protagonist, a compelling conflict or challenge, and a satisfying resolution. By structuring their sales pitch as a story, sales professionals can engage their clients on a deeper level and make the information more memorable. This approach also helps to differentiate the salesperson from competitors, as storytelling adds a personal touch and humanizes the sales process.

3. The Importance of Understanding the Buyer's Journey

Whiteboard Selling emphasizes the importance of understanding the buyer's journey and tailoring the sales approach accordingly. The authors argue that sales professionals need to align their message with the different stages of the buyer's journey, from awareness to consideration to decision-making.

By understanding where the client is in their journey, sales professionals can provide the right information and address the client's specific needs and concerns. This approach helps to build trust and credibility, as clients feel that the salesperson understands their unique situation. Additionally, by mapping out the buyer's journey, sales professionals can identify potential roadblocks or objections and proactively address them, increasing the chances of a successful sale.

4. The Power of Asking Thought-Provoking Questions

The book highlights the power of asking thought-provoking questions during the sales process. The authors argue that asking the right questions can help sales professionals uncover the client's pain points, needs, and goals.

By asking open-ended questions that encourage the client to think deeply about their challenges and aspirations, sales professionals can position themselves as trusted advisors and problem solvers. This approach also allows sales professionals to gather valuable insights and information, which can be used to tailor their pitch and offer a customized solution that meets the client's specific needs.

5. The Importance of Active Listening

Whiteboard Selling emphasizes the importance of active listening in sales. The authors argue that sales professionals need to truly understand the client's needs and concerns before offering a solution.

Active listening involves giving the client your full attention, asking clarifying questions, and summarizing their key points to ensure understanding. By actively listening, sales professionals can demonstrate empathy and build rapport with the client. This approach also helps to uncover valuable information that can be used to tailor the sales pitch and address the client's specific pain points.

6. The Power of Differentiation

The book highlights the importance of differentiation in sales. The authors argue that sales professionals need to clearly articulate their unique value proposition and differentiate themselves from competitors.

By highlighting their unique strengths, expertise, and the specific benefits they can offer, sales professionals can stand out in a crowded marketplace. This approach helps to build credibility and trust, as clients see the salesperson as a valuable resource and partner. Additionally, by differentiating themselves, sales professionals can avoid competing solely on price and instead focus on the unique value they bring to the table.

7. The Value of Building Relationships

Whiteboard Selling emphasizes the value of building strong relationships with clients. The authors argue that sales professionals need to go beyond transactional interactions and focus on building long-term partnerships.

By investing time and effort in understanding the client's needs, goals, and challenges, sales professionals can position themselves as trusted advisors and partners. This approach helps to build loyalty and repeat business, as clients see the salesperson as a valuable resource who understands their unique situation. Additionally, by building relationships, sales professionals can tap into referrals and word-of-mouth marketing, expanding their network and generating new business opportunities.

8. The Importance of Continuous Learning and Improvement

The book emphasizes the importance of continuous learning and improvement in sales. The authors argue that sales professionals need to constantly update their knowledge and skills to stay relevant in a rapidly changing business environment.

By investing in professional development, attending industry conferences, and seeking feedback from clients and colleagues, sales professionals can stay ahead of the curve and adapt to new trends and challenges. This approach helps to build credibility and expertise, as clients see the salesperson as a knowledgeable and trusted advisor. Additionally, by continuously learning and improving, sales professionals can refine their sales approach and identify new opportunities for growth and success.