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86 . www.conference-news.co.uk . February 2012ask you a few more questions in order to get a proposal that makes sense. Is my time up today?"To which he answers. "Time up? Good God, no! I just need a pee!"This is based on a true story. The salesperson got another hour with the CEO and was able to fi nd a near perfect solution resulting in a lucrative international contract.Concentrate on the valueAn International banking fi rm asks you what you would charge for a one-day motivational conference locally for 'about 250 delegates next November'.A good salesperson might even ask a few questions of their own based on the mechanics/logistics of the intended conference before providing a ballpark fi gure.Doing something different (and quite brave) looks like this:"Jan, I'm curious, what will be the result of this motivational conference? Can I ask you what you mean by (and how you might measure) 'Motivated Staff'?The salesperson concentrates on the outcome of the conference - and helps the bank apply a value to that outcome by asking questions. This might involve a calculator - but my tip is to get THEM to use it.The bank says: 'Motivated staff are less likely to leave'.You say: 'What is the current rate of churn? What could you get it down to? How much does it cost to replace a staff member?' You work out they could save a total of £148,000 by reducing staff churn.Motivated staff are sick less oftenWhat's the current average number of sick days? What should it be? How much does a sick day cost the bank (salary for the day, cost of temp staff or overtime etc)? So, by reducing sick days by 15 per cent you could save the bank £60,000 in productivity costs?Motivated staff also put in more discretionary effort.If you were able to help staff fi nd half an hour per day, what would be the value of that over a working year? And £1,500 per team member can add up to a lot over a year.You are now talking the language of 'Value' rather than 'Cost'. As your client adds up the potential value they will start to see your involvement as their 'Investment' rather than your 'Price'.In terms of its intended outcomes, the value of the conference (a true case) was nearly £1 million to the bank (which they hadn't worked out). When the sales person put the proposal together, she included a value statement and suggested the bank's investment in her services as a percentage of this amount. She got the business.And so will you, if you build trusting relationships and illustrate compelling value.Motivated staff are less likely to leave and put in more discretionary effort Andy EdwardsAndy Edwards is a professional motivational conference speaker. For details: visit www.nine5three.com MOTIVATION

DELCODelegate Fee Insurance Cover from LocktonIf your delegate numbers are falling and you would like to attract more early bird bookings - we can help.To find out more about DELCO and how it could help you increase your profits please contact the team on 020 7933 2245 or email DELCO@uk.lockton.comA division of 2012Lockton Companies LLP. Authorised and regulated by the Financial Services Authority.