Solving Problems Archives - The Sales Evangelist

Category Archives for Solving Problems

Listening, Meetings, Donald C. Kelly

TSE 1185: Why Do Salespeople Talk So Much?

Listening, Meetings, Donald C. KellyWhen I asked The Sales Evangelist community what they wanted to know about sales, one of the questions that emerged was, “Why do salespeople talk so much?”

It annoys a lot of people, primarily because if you talk too much, you’re probably listening too little. 

Persuading people

Somewhere in the growth of the sales industry, sellers convinced themselves that talking would persuade buyers to make purchases. We believed that if we talked more, they’d hear us more and they’d more likely believe us. As a result, they’d say “yes” more. 

Unfortunately, that just isn’t true. 

Many people don’t realize that the greatest salespeople listen more than they talk. You’ve likely heard the adage that you have two ears and one mouth, so you should listen twice as much as you talk. 

If you pay attention, you’ll likely discover that the best salespeople are those who use their speaking opportunities to ask questions. They seek to understand their buyer’s perspective and to stimulate conversation that helps them gather important information. 

Stimulate the buyer

Let’s go back to the scenario we discussed earlier in the week. If someone owns a car that costs them a lot of money every month for repairs, you could ask that person questions to help him realize that he has a problem. If you walk him through the math and help him understand how much that amounts to every year, he may find that he could be driving a much newer car for the same price.

Good sales reps will ask questions that will help him realize the problem on his own. 

  • Why are you spending that much money on your car?
  • If I could show you how to spend one-fourth of that amount and get a reliable vehicle and still have money to save, would you be open to learning more?

He’ll likely be willing to at least learn more. 

Features and benefits

Without even discussing features and benefits, you’ve inspired him to consider his situation. You said nothing about the radio, or the seats, or the transmission, or the exterior of the car. You helped him persuade himself to explore the possibilities.

Many sellers dislike the awkward moments in meetings when things get quiet. Each side wonders what the other is thinking and, as humans, it just feels wrong for us to sit in silence. We assume the buyer is thinking something negative. 

A Harvard study found that when people talk about themselves, it triggers the same pleasure sensations as food or money. The study also found that volunteers who were offered a chance to earn money by answering questions about other people passed up potential earnings in exchange for a chance to talk about themselves. 

Why do salespeople talk so much?
We’re more comfortable talking about ourselves because we’re confident about it. The conclusion is that sellers who want to fill an awkward silence will likely talk about themselves.

Meeting prep 

Sellers who prepare for meetings would more likely understand the situation and the buyer and his company. As a result, they’ll be more confident in their understanding of the customer’s challenge. They’ll ask appropriate questions that help the buyers travel down the path to making a decision. 

Write some thought-provoking questions prior to the meeting. Challenge your prospects’ way of thinking. If you feel awkward about a specific question, you should probably ask it anyway. 

If your prospect seems to be avoiding a topic, see if you can find a way to bring it up anyway. The conversation will either progress toward conversion or your prospect will decide he isn’t ready for change. 

Study the customer and his company. Learn about the potential problems they are facing and figure out a way to solve them. 

“Why Do Salespeople Talk So Much?” episode resources

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit Top1Summit.com to learn more and register! 

You can also connect with me at donald@thesalesevangelist.com or try our first module of  TSE Certified Sales Training Program for free. This episode has been made possible with the help of  TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. We want you guys to go out each and every single day to find more ideal customers and do big things.

I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using – Google Podcast, Stitcher, and Spotify.  You can also share this with your friends and colleagues. 

Audio provided by Free SFX and Bensound.

 

Relationships, Rejection, Donald C. Kelly

TSE 1182: How To NOT Ruin Relationships When Selling To Friends

Relationships, Rejection, Donald C. Kelly

Have you ever wondered how to not ruin relationships when selling to friends? This can be difficult because you would still want to keep the relationship even when they’ve said no. 

This isn’t a unique struggle, it’s common to most salespeople. Perhaps the products could be beneficial to your friend or family so you want them to try it. You have a moral obligation to at least explain some ways to fix their problem without turning it into something bigger. 

Solve the true problem 

Assess whether what you have is truly a solution to their problem. You can’t sell a car to your friends when they already have one that is running in perfect condition. Even when you’ve told them about the new features of the car you’re selling, they’re not going to get one because they have a good car that runs just fine. What you presented to them isn’t a solution because there wasn’t a problem in the first place. 

It is important for you to seek out whether there is a problem and figure out what it is before you present your product. 

Be genuine 

Do not present a solution that would benefit you; rather, give them a solution that would benefit them. 

Perhaps their car needs fixing and they are spending way too much for the repair. This is a great time for you to share the features of the car you’re selling. If they don’t have the income to purchase it, then help them get the income by looking for a credit union. 

That genuine heart helps build trust and your friends will potentially lead you to other people with similar problems. The people you’ve helped will come back to you and buy from you again later on.  

Do not pitch something to your family or friends because your sales manager told you to do so. Don’t approach them with the mindset that they’ll buy your product because they feel guilty. 

Consider your approach 

Always set the rules before you play the game. Consider your approach and be straightforward. Because they are the people you are close with, you have the benefit of honesty from them. Before you make your pitch, remind them that if they are not interested, there’s no need to beat around the bush and that the relationship stays the same regardless of their choice.

Once they understand that, then you can move on with your pitch. Put emphasis on the fact that you are willing to help with their problems. If their car isn’t working well and they are spending too much for repair every week, tell them that they can go to another car salesperson. You are merely giving them options on how they can address their problems. 

Don’t approach them like you would any other clients. Instead, approach them in a loving way. People recognize trust and love and if you use that approach to your friends and families then you’ve unlocked one great strategy on how to not ruin relationships when selling to friends

No isn’t always a No

Many salespeople keep selling even when the person has said no. This happens a lot because in sales, it is about the numbers and others take it to another level. As a salesperson, you need to have a threshold.

Most sales reps, however,  see a list of names to reach out without knowing who these people are or their concerns. They see names and they see numbers automatically. They don’t look at the names as individuals who might be facing some personal issues at the moment. 

Studies have shown that 92% of salespeople give up after getting a NO without realizing that 60% of consumers say no four times before saying yes. Some say no because they are busy or they aren’t a fit for what the salesperson is offering. 

If someone is in the right market and they fall under the criteria of your ideal customer profile, then they do have a problem that you can solve. You have a moral obligation to at least explain it to them, and not just once. 

Change your approach from someone who just wants to set an appointment and talk about the product to someone who wants to help them and educate them to overcome a challenge they are facing. 

Build relationships

The Sales Evangelist, for example, is virtually everywhere and we’ve been sharing a stream of content on a regular basis. We are found in every platform where our ideal customers may be. We are on LinkedIn, Facebook, Instagram, Twitter, and YouTube. People may have not expressed their interest now but they are individuals that we can follow up and put into other sequences for us to reach out. 

If they aren’t ready to buy this month, then connect with them and ask them if they are willing to receive educational information. If no, then let them go and if yes, then look for ways that you can continue educating them. 

Don’t pitch them the product when they’re not yet ready to get it but maintain a relationship and to do a follow-up after enough time. Remember to stay in touch. 

Nurture that relationship until such time that it picks up. 

A portion of that 60% who said no to you will eventually make a yes if you stick around and pitch in the perfect timing. So, build a relationship with those individuals in a loving way and be present in whatever means or platform they like to digest your content. 

“How to Not Ruin Relationships When Selling to Friends” episode resources

The Sales Evangelist records podcasts regularly. Some of our contents are answers to questions sent to us by salespeople. If you have concerns, you can shoot us your question anytime. Connect with Donald via LinkedIn, Instagram, Twitter, and Facebook

If you like this episode, don’t be shy and give us a thumbs up and rating on Apple Podcast, Google Podcast, Stitcher, and Spotify. We produce podcasts weekly so make sure to subscribe to get more of these sales talks that matter! Share this with your friends and teach them how to subscribe as well. 

This episode is brought to you in-part by TSE Certified Sales Training Program. It’s a helpful guide for sales reps and sales leaders to improve their pitches and presentations. It has 12 courses and you can get the first two modules for free! If you want to take your sales to the next level, then I recommend that you join us with our group coaching. 

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit Top1Summit.com to learn more and register! 

If you’re a reader who loves reading and listening to books, you can also check out Audible as well and explore this huge online library with thousands of books. Register now to get a free book and a 30-day free trial. Audio provided by Free SFX and Bensound.

Marketing, B2B, Bill Bice

TSE 1178: B2B Sales Optimization

 

Marketing, B2B, Bill BiceB2B sales optimization requires a longterm commitment to creating quality content that will grow your audience and increase your success.

Bill Bice, CEO of  boomtime, said he was born to be an entrepreneur, launching his first business when he was 14. He loves to talk about sales and marketing because it makes the biggest difference in business. 

Data and marketing

As business owners, we all know that we have to spend money on marketing, but it’s tough to do if you’re not seeing the ROI. For Bill, marketing is about data, which allows you to understand what’s working. The difficulty occurs when you have too much data because it can be difficult to gather valuable insights that help you improve marketing.

Smaller companies often have more freedom to bring their sales and marketing together. In larger companies, the two disciplines are separate, and they are often at odds. Marketing isn’t doing the support work the sales team needs and each blames the other for lack of performance. 

In smaller companies, the CEO or entrepreneur can decide to tie the two together. 

Bill calls himself a big fan of the challenger sales approach, which resulted from research done in Fortune 500 companies. The concept of using key insights to drive a sales approach creates sales optimization in smaller companies. It’s a perfect example of tying together marketing and sales so that marketing generates insights that truly help sellers. It creates better opportunities which result in better success. 

B2B sales optimization

To begin with, businesses must be better at 

  1. capturing leads 
  2. following up on those leads
  3. staying top-of-mind with that larger audience that we’re building 

In any complex, high-value sale, a content-driven approach to marketing is the perfect way to optimize the sales process. 

Then, if you’ve done the hard work of taking care of your customers, they’ll tell others about your business which creates referrals. Now the goal is to amplify that effect, 

How do we make word-of-mouth work even better? 

Capturing leads

Micro-commitments are the most effective part of capturing leads and in doing B2B sales optimization. Your website was once a replacement for the Yellow Pages, and a way to get people to pick up the phone. Now, the most important piece of information for a prospective client is an email address.

If you ask for the prospect’s name, you’ll reduce conversion by 20%. If you ask for the phone number, you’ll reduce conversion by 60%. Every additional field you add reduces conversion by another 8%.

Ask for the one thing you really want from the prospect, which is an email address. You have to be willing to do something that is really hard in order to get those referrals and capture those leads. 

You have to give your best stuff away for free. Give away your deepest and best expertise in exchange for the really valuable thing, which is the email address. #CaptureProspects

The traditional battle between sales and marketing centers around what makes a qualified lead. All we really want is to get people to follow us on LinkedIn and to get the prospects’ email addresses. If we grow our audience in those two places and we’re constantly sending people back to our website with high-value insight, that creates success. 

What’s actually hard to do is the day-to-day work in the trenches, because it’s the consistency that makes this work. 

Marketing mistakes

There are B2B sales optimization mistakes that marketers commit. The first on the list is talking about themselves. Nobody cares. 

Are you talking about the problems your target audience struggles with, and are you helping them solve those problems?

Of the content you provide to your prospects, 90% should be entirely focused on the problems your audience is having and the insights you bring that they can’t get from anywhere else. 

The good news is that if you have a niche in the marketing your company serves, then hundreds of those companies will share the same problems. 

CEOs struggle to find those insights because they are running their own businesses. Your marketing department must take advantage of that. You must train your sales team to use a key-insight driven approach. 

Secondly, you must commit to this kind of approach in your sales and marketing. You should plan for at least a year. It won’t be a miracle fix. 

Test and iterate

All forms of content work. Whether you use video, white papers, or checklists, you must test each idea to determine what’s best for that particular segment of the target audience. Even with the explosion of LinkedIn, most B2B sales optimization organizations aren’t leveraging it the way they could. 

The whole point is to grow a new audience and LinkedIn is the easiest way to get your word out to a larger audience of exactly the right prospects. 

Avoid being salesy. Be there to help your network. Use your key insights to drive interest in what you’re doing. Share insights with consistent posting. 

Get the executive team involved in building the audience. Then, turn those connections into opportunities for the sales team. 

Bill’s team sends 40-50 connection requests a day, and they follow up on each one of those accepted connection requests with a recently-written article by that executive that tackles a problem and shows your audience how to solve it. 

Following up on leads

Everybody wants more leads, but most companies generate all the leads they need. The easiest thing to do is to follow up on the leads you already have. 

Most sales teams aren’t very good at using the CRM so they aren’t capturing leads. No follow-up exists. 

Bill’s team created a process that requires going through email boxes of everyone who is client-facing and capturing those email addresses. Add those people to your CRM and then apply a nurturing campaign that follows up on every single lead. 

Sellers tend to focus on things that will create a commission in the next 60 to 90 days. When you get a prospect that may take 6 to 12 months to close, you may see a tendency to drop those. Put a system in place to capture those leads and follow up with them. Use that data to understand when they are interested so you can assign a salesperson to them when they start paying attention. 

Lead follow-up represents the lowest-hanging fruit in most B2B organizations. Think of the number of people you meet at trade shows, and then figure the number of leads that actually get added to your CRM. They are all valuable prospects, but some may not be immediately valuable.

CRM

Bill dislikes the fact that CRM systems are designed for sales managers, but his team uses Pipedrive. He does appreciate the fact that modern CRMs integrate email systems so that you can see all the email interaction that’s happening within the company.

The more your company automates around CRM, the more likely the sellers will actually use it. Make it a tool that actually makes their lives better rather than just a tool that tracks what they are doing. 

In an ideal world, sales managers will work to uncover objections and help the sellers be more effective. 

Top-of-mind

Once you put some real effort into building a larger audience, it will begin to grow organically because you’re giving them social currency. Word-of-mouth works best, and we want to amplify that. The best way to do that is to give the audience that already knows you — current clients, past clients, and prospective clients — the tools to create referrals for you. 

If you’re giving them insightful and helpful content, the next time the issue comes up while they are having lunch with a peer, they’ll have the perfect thing to talk about. As your audience shares your content, you’ll get organic growth. 

Getting started

Everyone is terrified at this piece because actually doing it is the hardest part. Other than in early-stage startups, companies will struggle to accomplish this unless they tag a dedicated resource. Hire a large enough team to make it happen. 

In Bill’s case, they don’t do the writing themselves. They hire people who are already in that market, who understand it well, and who don’t have to be trained. That kind of approach works consistently to develop a steady flow of high-quality content. 

It’s a combination of well-written content with good insights that match the company’s tone. 

Coming up with ideas is the easy part. 

Send an email with a single link and a catchy headline. Drive your audience back to the website. Link all those articles together so that you create a trail of crumbs and you can see what really interests them. Your reader should never reach the bottom of the blog article and not have a next place to go. 

About us

The second most visited page on almost every B2B site is the About Us page, but 99% of the time, that page includes a boring list of executives and bios. It doesn’t sell you on the company. It doesn’t take you to the next natural place that you should go to. 

You’re trusting your prospects to figure out where to go but you really want to control that customer journey and tell the whole story. Managing that journey improves the capture rate of leads. 

Many customers choose companies who have a face on the business. They will choose you because there’s a real person behind the business who cares about them as a client. 

No quick fix

The number-one battle we face in marketing is that there’s no quick fix. This approach works, but it’s a long-term commitment. If you apply it all through your sales team, you’ll create a dramatic trajectory for your company. 

The challenger sale reports that 53 percent of why customers buy from your company traces to the sales experience rather than the product, the price, the service, or the delivery. The key is how they are sold. 

“B2B Sales Optimization” episode resources

Bill loves to talk with business owners and marketing directors about sales and marketing. You can connect with him at boomtime.com, or on LinkedIn

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit Top1Summit.com to learn more and register! 

You can also connect with me at donald@thesalesevangelist.com or try our first module of  TSE Certified Sales Training Program for free. This episode has been made possible with the help of  TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. We want you guys to go out each and every single day to find more ideal customers and do big things.

I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using – Google Podcast, Stitcher, and Spotify.  You can also share this with your friends and colleagues. 

Audio provided by Free SFX and Bensound.

Retail, Sales From The Street, Sales Reps

TSE 1170: Sales From The Street: “Teach Them How To Educate”

Retail, Sales From The Street, Sales Reps

Derek Badala frequently travels with sales reps to teach them how to educate the customer in an effort to solve problems. As the director of sales at Synthax, he is always on the road traveling with sales reps and training them to become another version of himself — a skilled sales leader, influencer, and consultant. 

Technology and education

Being in the audiovisual industry, it could be said that technology and education are their biggest challenges. Making a sale is difficult, especially with new products. You must understand everything about the product and its application. Everybody is trying to get a sale and trying to close deals fast without asking all the necessary questions. With the competition in the market, there’s not enough time to learn about the new product and how it can be applied to the prospects’ problems.

Derek focuses on educating the sales reps and covering all the ways that the products can be used, and less on the features and benefits. He’s working to find ways that his products can make the clients’ lives easier. 

Sales reps must not skip this educating stage and must learn the product and its application to the lives of the client. Too much excitement over a deal that hasn’t happened yet may cause the deal to fall apart. 

Skipping steps

Derek had a client who was excited about getting a product from Digigram that would provide background music to stores. Neither the client nor the sales reps understood all the things about the product and its services. They got ahead of themselves and weren’t able to prepare the details that the client needed. Instead, the company should have better studied the client’s needs to know exactly how the products fit. 

When reps skip steps, it can cause deals to fall apart, which can negatively affect your pipeline. #SalesPipeline

Their company also sells widgets that clients can buy in retail stores. It’s difficult to educate salespeople in retail stores about the product because they have their personal favorites and they immediately suggest those products. It’s a challenge to tell them about your product and make them answer the customers’ questions.

When customers aren’t given enough information about a product, they often buy something that they’re not happy with. They are boxed into thinking about this particular product that salespeople in the retail store like. This is always a challenge. 

Trade shows 

Derek’s company does a lot of trade shows where he teaches classes on audio networking, and how to do audio over IP net. He also teaches classes on how to choose the right audio interface for musicians so that they won’t be sold products they don’t need.

The company’s goal is to educate the market and the customers through webcasts, webinars, and a whole lot more. 

Lunch and Learn 

The company also does a lot of lunch and learn while traveling. While the internet is an efficient tool in disseminating information, there’s still nothing more effective than getting in front of people and teaching them. Buying them lunch and then educating them about your products in a graceful way is very effective. 

Derek travels with many sales reps and while traveling, he continues to teach them how to educate others as well. They attend sessions and they learn from him by example. Instead of telling them a litany of features and benefits of certain products, Derek tells them a story. 

It is important to have success stories to tell about the products. Share little nuggets about the product to catch the clients’ attention. 

Competition 

The industry is growing and with it, competition grows as well. With every product line added, there’s new revenue being added into the business. Even when a company experiences growth, it’s still hard to miss that others are growing as well. 

There are competitors out there who are as good as, if not better than you. Regardless of the competition, we’re now seeing more resellers who are interested in knowing more about the products they sell. 

Derek’s company has grown since he joined in 2017 and he has seen a lot of improvements. They’re now seeing great improvements in the Ferrofish brand as it’s now being used for Broadway shows, the Superbowl, and for broadcast.

It’s always a battle to be on the top line funnel. You always plant sales and cultivate the leads to turn them into closed deals. 

Be the best listener 

In sales, it is important to be the best listener. One of the biggest mistakes in sales is owning the talk. You want to know more about the customers to be able to present solutions to their problems. You need to listen to them and see how you can help. 

After listening, you need to ask questions and listen to their responses. These steps are more important than presenting your clients with the features and benefits of the product. 

“Teach Them How To Educate” episode resources

Stay connected with Derek via his LinkedIn account. You can also visit the company website, RME-USA.com.

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit Top1Summit.com to learn more and register! 

This episode is brought to you in part by TSE Certified Training Sales Program. It is a helpful guide for sales reps and sales leaders to become better in doing their pitches and presentations. It has 12 courses to help you find the right customers, ask the right questions, and close great deals. You can get the first two modules for free! 

Or you can also check out Audible as well and explore this huge online library with thousands of books. Register now to get a free book and a 30-day free trial. 

Thank you for tuning in and if you liked this episode, do give a rating and review on Apple Podcast, Google Podcast, Stitcher, and Spotify

Donald C Kelly, The Sales Evangelist, Sales Leader

TSE 1155: When Should I Promote Someone?

Donald C Kelly, The Sales Evangelist, Sales LeaderYour company continues to grow and you need leaders to guide your team, so you’re considering the question, “When should I promote someone?

Because of your company’s growth, you need leaders and you need managers. So who should you promote? What do you look for in the people who will lead your teams? What characteristics or habits should they possess? 

Developing leaders

Even if your business isn’t growing at breakneck speed, you may need to focus on developing people who can lead when the time comes. The last thing you want to do is keep people in the same position for long periods of time without any opportunity for growth. They’ll get tired and burn out, and then they’ll look elsewhere for growth opportunities. Make sure you’re always looking for ways to create and develop leaders internally. 

The qualities necessary for leaders in your industry may differ from those of other segments, but for sellers in general, the following guidelines offer a good start for identifying potential leaders. 

Seller doesn’t equal leader

Your employee might be a spectacular seller, but that doesn’t necessarily translate to leadership. Furthermore, if you have a particularly gifted seller on your team, you may not want to remove him from that sales role. 

It’s tempting to believe that your best closer can become a sales leader and train all your other sellers to close as effectively as he does. And it might be true that he can. But it might also be true that he loves selling and he doesn’t want to spend his time conducting one-on-ones or creating reports. 

If your team members aren’t interested in leading, don’t force them. Let your sellers do what they do best for your company.

Look for these traits as you ponder when to promote someone.

1. Sellers who want to lead

When you begin your search, look for sellers who actually want to lead. If one of your team members talks frequently about leading or climbing the corporate ladder, consider giving him the opportunity to do it. If he is ambitious and goal-oriented, he might be just the leader you’re looking for. 

I recently met with a BDR that a client of mine hired, and the guy was passionate about his work. He strives to go above and beyond the call of duty, and he wants to work his way into a leadership role. He wants to contribute to the organization, but he isn’t power-hungry. He understands that great leaders don’t threaten the people above them because they aren’t competing to take their jobs. 

Prepare your replacements as you consider other opportunities you’ll compete for. 

2. Sellers with a proven track record

Desire isn’t enough to be a successful seller. You must also have good results behind your name. 

You’ll note that I said above that you should not necessarily remove your top seller to turn him into a sales leader. The exception is when that seller is the best candidate for the job and when she wants to do the job. 

Recognize, too, that a top performer won’t necessarily be the only team member with amazing results. Consider the top five sellers on your team and then decide whether any of them possess leadership potential. 

Consider whether they have any desire to train other sellers, and take note of a “lone wolf” mentality that suggests they don’t want to share with others. Make it your goal to develop a nurturing leadership approach in which team members help one another. 

3. Sellers who don’t volunteer to lead

Keep in mind that some sellers may not volunteer to lead, but that shouldn’t necessarily exclude them from consideration. If they have the framework, the talents, and the characteristics of a great leader, challenge them to step out of their comfort zone. 

In the book Sales Management. Simplified, Mike Weinberg recalls a CEO who believed it was his responsibility to stretch people like a rubber band: to the edge of their capabilities without breaking them. 

They may not recognize their own capabilities, but your job is to help them see what they are capable of. 

4. Sellers who are problem-solvers

Too often, sellers fall into the trap of complaining about their work situations. Instead of looking for ways to improve things, they look for mistakes. That negative outlook shows in their results.

Look for sellers who are problem-solvers as you seek people to promote. Typically, they’ll be your best sellers because they make it a practice to solve problems for customers. If you find a seller like this among your team members and promote him, he’ll set an example of problem-solving for the rest of the team. 

You’ll have less to worry about because they’ll solve the problems before they get to you. Surround yourself with leaders who can think for you and take care of things so you can focus on other issues. 

5. Sellers who are willing to work

Your leaders must be willing to work hard. This doesn’t mean that they work 18-hour days, because it’s very possible to do great work in less time. Instead, you want leaders who can plan and accomplish things. 

Watch for the people on your team who show up for work early or who listen to podcasts to learn more. Be aware of the people on your team who dedicate time and effort to develop themselves. 

This isn’t about developing a culture of staying late every day, but rather a willingness to do whatever it takes to get the job done. For me, I’m a family guy, and Mondays and Fridays are my family days during the week. If I need to stay late, I’ll make it happen around those commitments. 

6. Sellers who are developing themselves

As a bonus, look for people on your team who are investing in themselves. Find those people who are reading books or seeking events to further their training or signing up for webinars that will help them improve their skill set. 

If your team members are seeking to improve without you telling them to, you’re well on your way to finding an amazing leader. 

Help your team members get to the next level and transition into roles that challenge them. 

When Should I Promote Someone? episode resources

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit Top1Summit.com to learn more and register! 

You can also connect with me at donald@thesalesevangelist.com or try our first module of  TSE Certified Sales Training Program for free. This episode has been made possible with the help of  TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. We want you guys to go out each and every single day to find more ideal customers and do big things.

I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using – Google Podcast, Stitcher, and Spotify.  You can also share this with your friends and colleagues. Audio provided by Free SFX and Bensound.

Donald Kelly, Ryan Levesque , ASK Method, Market Sharem

TSE 1118: 5 Things to Look For When Choosing Your Market

Donald Kelly, Ryan Levesque , ASK Method, Market Sharem

In order to succeed in business long-term, choose a market with room to grow, and consider these 5 things to look for when choosing your market.

Ryan Levesque recently landed on Inc.’s list of 500 fastest growing companies, and his company just passed the $10 million mark for annual revenue. He admits that he has made a lot of mistakes along the way and learned a lot as well. 

Finding a niche

Ryan said many business owners and entrepreneurs make the common mistake of following conventional wisdom in the early days of the venture. They focus on what they will sell or create rather than focusing on who they will serve. Who is your market? Who is your niche?

He has engaged in more than 23 niche markets, from making jewelry out of Scrabble tiles to weight loss and satellite television. Through the process, he has learned the importance of focusing on people rather than things. He points to choosing the right market as the most important factor of all.

You can be the most charismatic salesperson with the best closer, but if you have chosen a bad market, none of that will matter.

Wrong product and people

I’ve personally made the mistake of trying to sell the wrong product to the wrong people. I discovered a product that I liked and I thought other people would like it, too. But it didn’t make money because it wasn’t a good fit. There wasn’t a market for it.

Ryan outlines the indicators you should look for in his book, Choose. He said though, that writing a book invites communication from two different camps: those who love what they read and those who claim it didn’t work. He said it leaves you wondering whether you gave bad information.

Niche markets

In his first book, Ask, Ryan revealed the methodology he used to successfully enter niche markets. They figured out how to warm up prospects and how to determine what people want. It includes a specific set of questions designed to help you understand your audience at a deep emotional level so you can better sell and serve.

In an online environment, you ask questions on your website so you can funnel people into different “buckets” based on their situations.

Ryan focused on uncovering commonalities. For example, what did the people who didn’t succeed have in common? What were they doing wrong? He discovered that he didn’t teach people how he chose the 23 markets he engaged with. Of the millions of niche markets a business could engage with, what did these 23 have in common?

He engaged in what he called the biggest research project of his life. He sought to figure out why the 23 markets had succeeded where others had not. Then he looked at his most successful clients and tried to figure out what separates the successful ones from the unsuccessful ones. He uncovered seven factors that will make or break your business’ success.

The seven factors that Ryan uncovered are universal, foundational pieces that will help you find green markets, or those markets that are a “go” versus yellow which aren’t quite ready and red, which you should stay away from.

Evergreen markets

Consider the following study in contrasts on the topic of evergreen markets, which are relevant now and will still be relevant 20 years from now.

Ryan engaged in the Scrabble tile jewelry market about the time Etsy was coming online. Jewelry combining Scrabble tiles and origami paper was extremely popular at the same time he and his family were living in Asia.

They discovered a woman who was teaching people how to make the jewelry on Etsy and making about $10,000 a month selling the tutorials. There was no overhead, and her homemade version of a tutorial was selling like crazy.

Ryan and his wife decided to make a go of it, so she learned to make the jewelry while he worked on selling it. They built a better mousetrap, and before they knew it they were picking up steam. Before they knew it they were making $10,000 a month.

The ending wasn’t a happy one. The jewelry was completely a fad so sales dropped off almost overnight. Ryan had quit his job and his wife was in grad school so she wasn’t making any money. Avoid fad markets as you’re choosing your niche.

Ryan then engaged in the oldest hobby in America: gardening. He researched niches within the gardening market and he discovered orchid care. He started a business teaching people how to care for orchids and they took the business from zero to $25,000 a month. The tiny little niche business still pays their mortgage and living expenses.

Consider the example of fidget spinners and bitcoin as a study in evergreen markets.

Enthusiast market

The enthusiast market is in contrast with a problem solution market. The problem solution market involves solving problems for the people around you. Once you’ve solved the problem, people move on with their lives. Consider the example of flood removal. If your basement floods, once the water is removed, you never engage with them again. You won’t sign up for newsletters or Facebook groups.

If you own a dog, you will be a consumer in that market for years and years. Look for a market where you can generate a customer once and then sell to that customer over and over again. Chasing after new customers constantly is the hardest thing in the world to do.

Urgent problem

Those two markets aren’t enough on their own. You must have an urgent problem in the context of the enthusiast market. Many people will consider selling dog coffee mugs or Christmas ornaments. But none of those items address an urgent problem.

Urgent problems are those that keep people up at night. People talk about a $1,000 problem, but a $10,000 problem is 10 times bigger than that. An example from the dog market is the issue of peeing and pooping on the carpet. The issue becomes a $10,000 problem when you’re planning to travel across the company with a dog that still pees and poops everywhere. Now the problem is urgent. Now you’re not shopping around to find a 10 percent discount off a potty training solution.  

You’re looking for the urgent problem within the enthusiast, evergreen market.

Imagine you come to me with that problem and I help you solve it. Now, I’ve become your trusted advisor in the market. So now, when you have the next big problem, you’ll come back to me. Whether it’s biting or barking or pulling on the leash, you’ll trust me to help you with it.

Future problems

Seek a market in which, after you’ve solved the initial problem, the success of solving that problem leads to another problem. Imagine helping people negotiate a better salary. If you help your customer negotiate a $10,000 raise, you’ve created a new problem. Now he doesn’t know what to do with the extra money.

You’ve created a new problem for your customer.

Begin by choosing the right market for you. Once you’ve chosen, figure out what your market wants by asking. The next problem might be that they need to hire a first employee. Then the customer might need to establish processes and systems.

This gives you the opportunity to serve that customer for years and years.  

Players with money

Don’t sell to broke people. If someone can’t put a roof over their head or food on their table, it doesn’t matter how good your product or service is. They just can’t afford it.

Make sure you’re in a market that has a high concentration of players with money. The term comes from Gary Halbert, one of the all-time great direct response copywriters. It means that you don’t necessarily need millionaires or billionaires, but people who spend a disproportionate amount of money in that area of their lives.

We all know people who have a crazy hobby or obsession or some part of life where they spend a lot of money. Dog owners are a perfect example because of all the crazy stuff they spend money on, like pet insurance and operations and vacations.

On the other hand, Ryan launched a business in the memory improvement market, but because it targeted students who didn’t have a lot of money, he learned the lesson about people with money the hard way. He learned that you can’t build a big business around broke people.

Whatever you’re pursuing, the business doesn’t have to be perfect. It just needs to start. Don’t allow perfection paralysis take you over. Better to execute at a B+ level today and then improve moving forward.

“How to ‘Warm Up’ Your Prospects With Trust Before You Pitch” episode resources

Ryan is offering TSE listeners a free hard copy of his new book, Choose. All you have to do is pay a few dollars in shipping and handling. In addition, he’s providing $200 in free bonuses, including the audiobook. He has mindset training about some of the topics addressed here. Visit choosethebook.com/tse to take advantage of the offer.

Connect with me at donald@thesalesevangelist.com.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump. If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

Tools for sellers

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

 

 

Donald Kelly, Sell Me A Pen

TSE 1112: Sell Me This Pen!

Donald Kelly, Sell Me A Pen
You’ve likely heard the scenario before where an interviewer asks a seller to “Sell me this pen,” but how much value does this approach offer??
This scenario will likely throw your prospective sellers into a nervous panic because you’re asking them to sell something they know nothing about. So how much will it really tell you about your seller?

Features and benefits

Sellers who don’t know much about the product they are selling or the audience they are selling to usually revert to features and benefits. They sell the aspects of the product that they can see.
“It’s comfortable.” “It has a good grip.” “It has a clicky thing and even a laser pointer. That’s great for folks who do presentations.”
“It writes smoothly and it isn’t too expensive. In fact, it’s cheaper than many of the pens on the market. And if you buy it today, I can throw in a notepad and a pocket protector.”
Why would people even do this test in the first place?

Quick thinking

People often conduct this test to see how well you think on your feet and how you perform under pressure. And though I can understand those motivations, this test won’t truly work unless you’re selling something that might be a consumer sale.
Typically, sellers aren’t selling simple products like pens. Rather they are selling something like a software solution that is much more expensive and has a much longer sales cycle. In those cases, it won’t matter as much how good you are with your words. You won’t be able to persuade someone within one minute to buy your expensive product.
If you’re selling inexpensive trinkets on the side of the road, it might just work. But if you’re selling something with a significant price value, it won’t.

Reviews

This idea to “Sell me this pen,” might have provided a good judge of a seller’s abilities in the 80s and 90s, but today’s buyers rely on reviews.
So as a sales leader, what if you stopped using this unrealistic test and offered a better one? What if you gave your sellers a scenario and ask them to prepare for it?
Test your sellers to see whether they can find true problems or interesting facts, figures, or statistics that will help you win the deal. Determine whether the sellers will try to “wing it” instead of coming prepared.

Sales scenario

You want a sales rep who is prepared, so use your interview opportunity to determine their ability to prepare. Ask your receptionist to send a scenario to the interviewees. Let them know they will be asked to role play a selling scenario like this.
Present a scenario in which a particular business owner has a certain set of challenges. He is already working with a particular vendor. The sellers’ job is to show up prepared to understand the product and services and have a meaningful conversation selling this service to the business owner.
If the sales rep shows up with information about the company in-hand and prepared to have a meaningful discussion, you’ve likely found a good seller. If the seller shows up with the intention to “wing it,” you’ll know what you’re up against.

Selling pens

The secret to successful selling lies with asking appropriate questions, even in the case of selling a pen. If you do use the pen test, expect your sellers to begin by finding out whether the buyer even needs a pen.It doesn’t matter how much ink it will hold or how great the cap is if the seller doesn’t need it.
Instead of spending the time pressuring the buyer to spend money on a pen, expect your sellers to begin by asking questions.
Meaningful questions about the buyer’s situation will either qualify or disqualify the buyer. It will also communicate that the seller understands the buyer’s actual situation. The seller will demonstrate a desire to identify the pain point and solve the problem.
Maybe the customer needs a computer more than a pen. Don’t waste your time pitching a product the customer doesn’t need.

Consultants

Seek sellers who will serve as consultants rather than those who will try to trick the customers. Help the buyer feel like he is making a buying decision rather than being sold to.
Jeffrey Gitomer said that people love to buy but they hate to be sold to. Help your customers understand the true pain that exists and then help them solve it. If you do this, they’ll evangelize about you and ultimately help you get more business.
Empower your sales reps to sell on their own. Teach them to become consultants who ask meaningful questions to identify challenges that the buyers may not even realize they have.
He’ll be successful and he’ll have great clients who love him.
If you create a meaningful scenario for your interviews, you’ll have more meaningful discussions and dialogues and both parties will enjoy the process more.
Besides, we probably already have enough pens.

“Sell me this pen” episode resources

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester.

You can take it on your own or as part of the semester group.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Donald Kelly, The Sales Evangelist, Being Prepared

TSE 1107: Are You Ready and Prepared?

Donald Kelly, The Sales Evangelist, Being PreparedSellers who want to succeed must ask themselves a vitally important question: Are you ready and prepared to have a value-rich conversation?

I recently took a camping trip with my buddies to St. Louis, and though many of us were excited about the trip and we were ready to go, we realized that being prepared was something completely different.

Being ready for it suggests that you believe in your ability to get it done. Being prepared means having the proper equipment and gear to succeed.    

Sales pitch   

My friend Doug shared recently that many different sellers pitch his company. Though many of them are ready, most are not prepared. Sellers often feel excited about the sales pitch and the possibility that it could lead to great opportunities for their company. 

If, however, they arrive unprepared, they’ll be unable to identify the problem their prospects are facing. They won’t have any idea about how to solve the problem for the client. 

Imagine if my buddies and I were unprepared for our camping trip. If we don’t have enough food and water to sustain our group, and if we don’t have a way to communicate with the folks who are scheduled to pick us up, we could quickly find ourselves in the midst of a disaster. 

Understanding problems

Imagine I sell office furniture and I’m excited to pitch our new sofas and standing desks to my prospects. I must be ready and prepared to address the person’s business, how it operates, how it makes money, and the changes that exist within the industry. 

If my client is facing higher prices because of the trade war with China, I have to understand that business problem and then offer ways to solve it. It’s the same as going camping without enough drinking water. You’re going to land yourself in a tough situation, and ultimately, you’ll sound like every other sales rep. 

Be prepared

The same friend shared with me that he was working with a prospect when he discovered that he didn’t understand enough about the prospect’s industry.

He started by researching the people who were going to attend his upcoming meeting. He researched each person on LinkedIn so he was prepared to have good conversations. 

Next, he Googled the company’s history so the prospect wouldn’t have to educate him on it. And when the prospect asked him what he knew about the company, he was able to share the history.

He was also able to observe that many of the company’s employees changed position from one department or role to another. That helped him have more meaningful conversations about the changes the company was facing. 

His preparation set him apart from his competitors, many of whom show up expecting the prospect to provide this information for them.

Buying cycle 

These buyers come to the table with more understanding. They want to have meaningful conversations with companies that can solve their problems and offer great deals. 

If you find yourself being dismissed often, it’s likely that you didn’t provide a value-rich conversation. If your prospects frequently offer to “follow up with you,” you didn’t provide compelling reasons for the prospect to engage with your company. 

Competition

Go a step further and research your main competition. Who is your prospect working with now? Who have they done business with in the past? 

Uncover the difficulties that your competition has solving problems for your client. Then leverage that information to show how you can be the ideal solution. 

Sometimes companies are in contracts with vendors but if you can create reasonable doubt, you can help the prospect realize that the current partner isn’t the greatest fit. 

“Ready and Prepared” episode resources

  If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester.

You can take it on your own or as part of the semester group. 

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Building Value, Ken Rutsky

TSE 1106: Why Assessing Value is Not As Simple As It Sounds, and How Companies Often Get This Wrong

Building Value, Ken Rutsky

Value is in the eye of the buyer, and because assessing value is not as simple as it sounds, companies often get this wrong.

Ken Rutsky specializes in helping companies tell their story in a way that connects it to the customer. He says that value is all connected to the stories we tell.

Defining value

We’re trying to sell something. Essentially what we’re doing is making a trade of the two things they value the most in order of least to more. Money is the thing everybody values, but often buyers value their time even more. They value the time they spend understanding, evaluating, and implementing a solution or a product.

We’re asking our buyers for two rare commodities, so we have to deliver something that is equal to or hopefully greater in value.

As a result, the simple definition of value is what will the customer open his wallet and pay for?

Many sales reps perceive that they are creating value but that may not be the case because assessing value is not as simple as it seems.

Perceived value

Ken said that the biggest mistake sales reps make is overvaluing value. Seems strange to say in a discussion all about value, but it’s true.

If we’re sitting next to each other on an airplane and I’m showing you pictures of my four kids, by the third kid you’ve probably seen enough. We tend to get excited about our goods and services just like we do about our kids. Many times, we want to show the client thousands of pictures of it. We overvalue what they’ll see in it.

Instead, we really need to relate our product to our customers.

Sales doesn’t work the way it once did. Your customer doesn’t need you to tell him about your product. They’ll go to your website and find out everything they ever wanted to know.

In the book Launching to Leading, Ken talks about how salespeople should succeed today. Start by creating that shared context with the customer. Realize, too, that it’s the customer’s context, not yours.

Viewpoint

You have to start the conversation about your customer’s world. Come in educated about how you can transform your customer’s world.

In a recent survey of B2B buyers, business buyers ranked product knowledge as the 8th most important factor in the process. They ranked the seller’s ability to understand the buyer’s business as the number one priority.

Number 2 was the ability to teach the customer something he didn’t already know. Don’t enter the relationship with the intent to sell something. Instead, have a conversation about their business, and then teach them something.

Teaching is critical to establishing your value as a salesperson. If the customer isn’t learning from you, he could just as easily go to your website instead. In fact, most customers are 60 percent through the process before they ever want to speak to a salesperson.

Find a teaching opportunity.

Stories

Realistically, it is marketing’s job to create the stories, but the sellers are the ones who must deliver them and create context around them.

Marketing is a one-to-many art. Great sales reps show up and contextualize the stories. Understand the story of your product and how it transforms your customers’ business.

You have to do the hard work of understanding all these things. There is no magic shortcut.

Empathy

Sales leaders must operate with a sense of empathy. Understand that marketing is working hard to provide the stories and the materials. If marketing feels like they aren’t getting the things they need, there’s a shared responsibility to make that connection.

Marketers must have empathy for the pressures and difficulties of selling. Great marketers have empathy for sellers. They understand the need to work as a team.

Leaders must create that environment of empathy across the organization.

Confidence

Sales reps have to be competent and courageous enough to show the product very early in the sales cycle. Whether it’s a true demonstration or a case study, sellers have to demonstrate value if they want customers to believe it.

Don’t wait six weeks into the sales cycle. Demonstrate early and often. Sellers must have the ability to create and demonstrate their own contexts.

Teach your customer something and then show them how the product can enable the thing you taught him. It can happen in the first call and then it should happen again and again through the process.

The teaching diminishes as the process goes along because the customer already understands the possibility.

Your competition may be showing the products sooner because prospects don’t have the patience they used to have.

Do the homework and understand your customer and everything follows from there. Assessing value is not as simple as it sounds.

“Assessing Value is Not As Simple As It Sounds” episode resources

You can connect with Ken at kenrutsky.com. You can find information about him and his clients, and grab a copy of his book, Launching to Leading.

Connect with me at donald@thesalesevangelist.com.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

Tools for sellers

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

 

Troy Rackley, Donald Kelly, The Sales Evangelist, Water

TSE 1090: I’m Selling More Than Water

Troy Rackley, Donald Kelly, The Sales Evangelist, WaterHearing from other sellers can help us improve our own techniques, and today Troy Rackley shares his own killer message and how he communicates that he’s selling more than water.

Troy grabbed my friend Stephen Hart’s attention and Stephen told me I had to interview him. Big shoutout to the Florida State Minority Supplier Development Council for connecting us with entrepreneurs like Troy.

Water problems

Troy’s company, The Next Level of Performance, operates everywhere water flows: residential, commercial, or agricultural.

He always begins by asking people what problem they are having with their water. They usually say it tastes bad or smells like chlorine.

Troy customizes his solution for the problem the prospect is having.

He then asks, “Do you drink out of the tap?” to which most of his customers say no. Troy challenges that answer by pointing out that because our skin is the largest organ of our bodies, taking a 15-minute shower is the equivalent of drinking 8 glasses of water out of the tap. The water is absorbed into your skin.

So whatever you’re avoiding out of your tap is being absorbed into your body anyway.

Educating customers

Troy educates his customers through a questioning process. It pulls the customer in and they naturally want to close the story loop. They want to know how they can fix this problem.

Troy starts by administering a third-party test to the customer’s water. He insists on a third-party test for integrity purposes. He figures if he’s the one providing the solution, he can’t also be the one telling you what the problem is.

When water companies claim to have tested water for their clients, it’s akin to the fox guarding the henhouse. They can literally tell you anything. Troy offers an independent, third-party assessment of what’s wrong with the customer’s water.

Custom filtration

Troy educates his customers about the undesirable things in their water and then describes the custom filtration system that will address those problems.

Troy calls it water math. The municipalities add all kinds of chemicals into the water to kill bacteria. Troy’s company works to subtract those things so it doesn’t get to the customer.

Troy personalizes the message. Unlike big box companies who want to push a single idea or product, Troy offers unique solutions to his customers. He’s selling more than water.

Not only does it help the customers, it helps his business. He hasn’t done any marketing in his business since he started. All of his growth has resulted from word-of-mouth growth. His attention to detail has built a great reputation for him.

Selling more than water

Troy’s focus isn’t simply on customer service; he strives for customer success. If he can make his customers more successful in their health and finances because they aren’t having to buy bottled water, the service becomes secondary.

By making sure that the customer is educated moving forward, he distinguishes between customer service and customer success. Troy eliminates the number of problems that families have to worry about.

If, for example, a customer falls under a boil water advisory, the system eliminates the need to actually boil the water. The company designs the system to create minimal disruption because he says you never know what will happen with municipalities.

His ultimate goal is to make sure that your family never has a disruption to its water supply.

Company growth

Troy’s company operates in about 15 states as well as Canada, Amsterdam, Sweden, and Australia, because water is a global issue.

Water touches everything in life.

The company installed its system in a fish farm it owns and they reduced the harvest time by three to five months. The water is so clean that the food is more bioavailable for the fish.

Troy is doing something the industry hasn’t even seen. It’s an example of disruptive technology.

They moved into residential work because the consumer must be educated. Municipalities will say that your water is clean when it leaves their plants. As a result, it’s the customer’s responsibility to address any water problems that exist.

Troy wants to help the customer make an educated decision.

Clear or clean

Troy is fond of the phrase, “Just because it’s clear doesn’t mean it’s clean.” There are things in water that you can’t see that can hurt you. Often, the things you can’t see are the greatest threat. Cruise ships are notoriously dealing with norovirus, which originates from the water.

Troy said they have answers to every water issue because they study it and design amazing solutions.

He points to the fact that only one man made minerals, and those are the natural minerals they leave in the water. He’s selling more than water.

Sell on value, not expense.

“Selling More Than Water” episode resources

Connect with Troy at nlpaqua.com. There’s a contact form you can use to initiate the water testing process on your way to restoring your water.

Learn more about the Florida State Minority Supplier Development Council.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Brian Robinson, Donald Kelly, Sales Malpractice

TSE 1084: Sales From The Street – “Sales Malpractice”

Brian Robinson, Donald Kelly, Sales MalpracticeWhen we convince ourselves that we have nothing more to learn, we fail to ask enough questions and we sometimes even commit sales malpractice.

Brian Robinson has been in sales for more than 20 years, but he said that he only thought he knew how to sell while he was in corporate America. He calls his plunge into entrepreneurialism the hardest thing he has ever done, and while it was successful, he said his eyes were opened when he entered the world of “you don’t sell, you don’t eat.”

Brian is the author of the book The Selling Formula, which codifies the steps he used to succeed in that venture.

Intentional questions

Many salespeople do the old “show up and throw up.” We’re so anxious to get to the presentation that we neglect to ask the very best questions we can ask to uncover the needs. We’re seeking sincere engagement from our prospect, so this is the most critical component.

Brian noticed that the best physicians diagnose illness with a list of carefully-crafted questions. That information became especially important when he worked for Johnson and Johnson selling internal devices for laparoscopy. Though the device was clinically superior to anything on the market, he wasn’t getting any responses for trial evaluations.

He knew the device was superior, so he combed through the features and benefits and put together a list of questions related to them. He structured them in a specific order and the wording of each was intentional as well.

Asking questions

He tested the questions, and within about 30 days his trial evaluations doubled because of that list of questions.

When word got out that he had produced those kinds of results, people started asking for his list of questions. He passed it along and found that when people followed the questions exactly, they got the exact same results: they doubled their results.

Brian grew fascinated with the whole idea of going deep on questions. He even developed a personal mantra that questions are the key to life.

Although it took several iterations for Brian to get the list and order of questions exactly right, he stuck with it and he achieved success. There’s still an opportunity to make it even better, but it’s working very consistently now.

Malpractice

Brian defines sales malpractice as providing a diagnosis before you really understand the underlying issues. You won’t be able to give your prospect the best possible answer, and until you’ve uncovered a need, you won’t be able to proceed to the sales conversation.

You have to earn the right to have that conversation. If you rush too quickly into the presentation, your sales presentation won’t be nearly what it could have been.

The key to all of it is how you create your questions.

Get started

Begin by making a spreadsheet with three columns. The first is your features, the second is the benefits related to the feature, and in the third column write down every question you can think of related to those features.

Then take an 80/20 approach. Of the questions you’ve written, which 20% of questions will elicit 80% of the most critical benefits of your product? Start with general fact-finding questions and move into those 80/20 in the most appropriate order to identify the needs.

Imagine you’re selling premade home-cooked meals. What are two benefits to that service?

One is that you’re saving about 60 minutes per meal on grocery shopping, food prep, and cooking time. The other is simplicity. Now generate questions from those benefits.

  • On a weekly basis, how many dinners do you cook for your family?
  • How much time does it typically take you to make dinner?
  • If all you had to do was move something from the freezer to the oven, how would that affect the frequency of your family meals?

Now order the questions from general fact-finding to more specific. Then place the most compelling ones at the top 20 percent of the questions you ask.

Emotional level

Get down to an emotional level. We unfortunately avoid this, often because we aren’t comfortable going that deep into our conversations. We also tend to approach these conversations with a transactional mindset instead of realizing these are human beings with deep emotional and physical needs.

Go the levels that can motivate us to change. We’re trying to make a difference as salespeople. Approach each situation with the mindset that you want to go deeper and ask heart-level questions.

Strive to be seen as a trusted advisor instead of as a sales rep. You’ll have a connection at the human level.

Selling the concept

If someone is willing to grab this idea and test it in their own sales conversations, the proof is in the doing. People have been shocked at the effectiveness of this practice because, shockingly, people don’t think this way.

Brian said he camped out on the questions because that’s where the gold is.

Sometimes management and metrics prompt us to rush the sales process. That causes us to focus on the wrong things. As a result, we end up working twice as hard with less impressive results.

Instead of focusing on outcomes, focus on being so connected to the prospect that the outcome will take care of itself.

We get comfortable where we are, so we live in ignorance. We are amazingly connected to our comfort level. We’re addicted to it. But in order to grow, you have to embrace struggle.

“Sales Malpractice” episode resources

You can get the first three chapters of Brian’s book, The Selling Formula, by going to brianrobinsonbook.com. He also has content associated with the book available at thesellingformula.com.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Donald Kelly, The Sales Evangelist, Customer

TSE 1077: Which Type Of Customers Are The Best?

Donald Kelly, The Sales Evangelist, Customer

 

 

A sudden influx of new leads seems like a dream come true, but you often have to determine which type of customers are the best in order to assess whether it’s really a good thing.

If you haven’t yet grabbed a copy of The Transparency Sale: How Unexpected Honest and Understanding the Buying Brain Can Transform Your Results by Todd Caponi, get it before he joins us on the podcast in the near future.

In the book, he discusses the three types of buyers.

The active buyer

The active buyer is looking for a solution. He understands the problem and he wants to solve it. These are your inbound leads.

They understand their problem well enough to initiate research to try to find a solution to the problem. They may seek a quote for your product or service, and they are proof that your marketing is working.

These buyers are finding your website.

These buyers are also more than likely going to commoditize you. They are likely considering three to five different vendors and because they don’t have all the details about your company, they are going to try to differentiate you based on price as well as features.

Although they know they have issues that they must solve, they don’t care about the intricacies of your company. They simply need to solve a problem and get the best deal possible.

The passive buyer

The passive buyers recognize that a problem likely exists but they aren’t prioritizing it.

In his book, Todd compares it to the small problems at your house that need to be addressed eventually but that aren’t a priority right now. Maybe the handle on your door is broken or the blinds need to be repaired. It isn’t the end of the world if you fail to complete them.

Passive buyers will eventually get around to solving the problem.

The status quo buyers

These status quo buyers are happy with things as they are. They aren’t thinking about the future; they’ve learned to operate just fine the way things are. Imagine the guy who has a flip phone and doesn’t see the need for a smartphone.

He doesn’t want to change, perhaps because he doesn’t recognize that better options exist. Or maybe he’s worried that the smartphone will be too complicated and he won’t be able to learn it well. Change feels too complex, so he decides to stay with the status quo.

But what if someone could educate him and teach him to use the cell phone?

Challenging buyers

In my own experience, many of my most challenging leads were the active buyers. You might be thinking that these are the kinds of buyers we’d most like to have, and that would be the case if they were always perfectly ready to buy.

If my company was always the front-runner, that would be a great situation for us. But we’re not always the front-runner, and sometimes we’re simply an after-thought.

The buyer is likely considering several companies before making a decision because that’s how the buying department has structured its purchases.

The question becomes can we persuade them to buy once we’re having a conversation?

Best customers

From my coaching and training experience, and based upon Todd’s recommendations, we’ve discovered that the status quo buyers are often the best ones.

Your job is to teach them and help them to recognize unconsidered need.

Consider the book The Challenger Sale. When we can open the prospect’s mind to something he doesn’t know about, we can create the possibility of change. If you can reveal the problem, you can be the front-runner.

Also check out the book Three Value Conversations to help you understand the education process that sellers must adopt.

Managing customers

You’ll ultimately discover that you have all three kinds of customers in your pipeline and you must learn to manage them. The perfect buyers that are the perfect size who reach out to you? Those are the unicorns.

You must prepare for all three kinds of buyers. You may even find that you’re better equipped to interact with one kind of customer over another.

I’d love to hear your insights about each of these kinds of customers and which you like best.

“Which Type Of Customers Are The Best” episode resources

Grab a copy of The Transparency Sale: How Unexpected Honest and Understanding the Buying Brain Can Transform Your Results.

Also grab a copy of the book The Challenger Sale and the book Three Value Conversations

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester in April.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Tom Pisello, Sales Conversation, Donald Kelly

TSE 1076: Holding Prescriptive Conversations With Buyers

 

problem solving, The Sales Evangelist

Sellers can guide prospective customers through the purchasing journey by holding prescriptive conversations with buyers. 

Tom Pisello launched into the topic of prescriptives because he was a product manager who was launching products in the marketplace, with a sales force that had never engaged these particular customers.

In an attempt to help buyers make decisions, he created prescriptive tools that would help customers analyze their existing situation and compare it to the new product.

Buyer frustration

The B2B purchase decision is more challenging than ever for buyers because there are six to 10 decision makers in every decision. Buyers spend incredible amounts of time on their own gathering, processing, and deconflicting information.

And 94 percent of buyers have participated in a buying cycle that just evaporated. Buyers are frustrated. About 84 percent report that the buyers’ journey is taking longer than they expected.

There’s a big opportunity for sellers as well as a challenge for them to overcome: to help buyers through a journey that has become much tougher and longer than ever before.

The problem is that most sellers show up to meetings talking about themselves: about the company, the product, the services, themselves, and the customers they are working with. Then when the competition shows up for their meeting, they do the same thing.

They all sound exactly the same, so the buying process becomes a shootout.

Flip it around

Instead of talking about the typical things, talk about the challenges the prospect might be having. Then, use that to do some teaching about the challenges you’re seeing at other companies.

Then, pivot to a Socratic approach. Ask probing, diagnosing questions to identify whether your prospects see themselves in the other customers you described. Do a little bit of cooperative discovery.

If you sell office furniture, start by sharing current research about what makes a good office setup. Is open office the way to go? What about standup desks? Instead of pitching yourself or your product, share information about productive office environments.

Talk about the challenges of collaboration and flexible work environments. Mention health and engagement. Talk provocatively about these challenges and how they affect your prospect.

The book The Challenger Sale by Matthew Dixon and Brent Adamson tackles this approach well.

Share examples

This leads naturally into you sharing stories and examples about how you’ve helped other customers with their office furniture needs and about how successful they’ve been as a result. From there you’ll use the Socratic method to dig deep.

Be careful how much of a challenge you present early on because it’s possible that you haven’t earned the right to do that. Start with something provocative, but then pivot away from the research to your questions.

The goal is to move into a collaboration with the customer.

Guide the customer

Buyers prefer this process because you’re solving a problem and uncovering problems they didn’t even realize they had. But even for issues they knew they had, you’re putting some numbers to them. You’re clarifying how their employees will be impacted by the purchase of office furniture.

That’s why pivoting from research to personal is important. You’re putting it into a perspective your customer can understand and telling the customer exactly what the problem is costing and how you can help solve it.

You’re helping them to prioritize all of these challenges and becoming a prescriptive consultant to them.

As a seller, it’s your moral obligation to act as a guide to the customer.

Because the buyer’s journey has gotten complicated, you need to provide a map of sorts so the customer knows what to expect. Then be prepared to proactively provide information to the buyer along the way.

If you know the company will ask for a business case, proactively provide it. Don’t wait for the customer to ask.

Proactive sellers

The buyer’s journey is hard. As you’re proactively providing content, you can also use smart sales enablement systems to track whether the content is being consumed. If they aren’t consuming the information, they may not be as far along in the process as you think they are.

You’ve got to anticipate every step so that you’ll have the visibility to know whether you’re progressing or not.

Bring up your buyer’s objections before they become objections. Realize that your prospects spend two-thirds of their time gathering, processing, and deep conflicting. Streamline that for them when you can.

Inspiring content

Marketing plays a vital role in putting together inspirational content.

We must identify the content that will inspire our customers. We’re not talking about content that is only about the products or services. It must be shorter, based on the challenges they are facing.

Then we need to enable sales to use the Socratic questioning.

Look back to your last presentation to determine whether you led with information about the product or service or whether you addressed challenges.

“Prescriptive Conversations With Buyers” episode resources

You can connect with Tom at tpisello@mediafly.com. Check out his blog Evolving Sellers From Pitch to Purpose or grab a copy of his book The Frugalnomics Survival Guide. Keep an eye out for his newest book Evolved Selling™: Optimizing Sales Enablement in the Age of FRUGALNOMICS.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

 

Joe Sweeney, Donald Kelly, Understanding People

TSE 1074: Sales From The Street – “Understanding What Makes People Tick”

Joe Sweeney, Donald Kelly, Understanding People

Human behavior plays a huge role in sales and understanding what makes people tick is one of the most important concepts sellers in all industries should seek to learn.

Joe Sweeney has worn a variety of different hats over the course of his career, but he loves human behavior and he says it’s the key to success in sales.

Buyers

You must understand why someone would buy your product. Joe’s philosophy, as described in his book Networking Is A Contact Sportis that networking, business, and sales are about giving and serving rather than getting something.

People ask about the number one mistake that salespeople make, and it’s believing that the process is about us. We think it’s about our product. It’s not.

Joe gives talks all the time and he starts by saying, “You don’t sell anything. What we do is help people get what they want.”

Instead, sellers tend to take the opposite approach and we talk about ourselves and our product. But your buyer doesn’t care about that. All he cares about is whether your product can solve his needs and relieve some of his pain points.

Criticism

Joe said he spent a portion of his life criticizing other people because he represented a lot of high-net-worth people who did stupid things.

When, for example, he encountered a woman outside a hospital dying from emphysema and smoking a cigarette, he made the connection. The pleasure she got from nicotine was greater than the pain she experienced from emphysema.

The takeaway is to get good at understanding what makes people tick without criticizing them. All human behavior makes sense, even when we don’t.

  • Don’t be critical of their actions.
  • Understand people’s needs and wants.

Keep everything simple.

3 Common Needs

Although we could all likely point to hundreds of needs, we really have three basic, common needs.

  1. We need to belong to something bigger than ourselves.
  2. We need to love and to be loved.
  3. Finally, we all want to know that our life has meaning and that we’ve made a difference.

The greatest sales companies in the world have understood that.

Perhaps our greatest need is the first one: the need to belong to something bigger. It’s counter-intuitive today because with all the social media we falsely believe we’re all connected but the truth is that we’re less connected than we’ve ever been.

Stated another way, we’re more isolated now than ever.

Need to belong

The company that really understands this concept is Harley Davidson. Its number one competitor is BMW which far surpasses Harley, but Harley outsells everyone.

The Harley Ownership Group, or HOG, makes its owners part of something bigger. It’s about belonging.

Remember the old TV show Cheers? Its tagline captures this desire. Sometimes you wanna go where everybody knows your name.

In this technology world, we pretend that we’re connected to a massive network but we aren’t.

Need to be loved

Coca Cola marketed to this need with the ad about teaching the world to sing. It was kind of a kumbaya moment with people holding hands singing together.

They portrayed the feeling that if you drink Coca Cola, you’d feel all this love. Coca Cola understood the Maya Angelou quote: People will forget what you say. People will forget what you do. People will never forget the way you make them feel. 

Joe asks his groups, “What are you doing to answer the needs of these people? The belonging needs and the love needs.”

Need to make a difference

We all want to know that our lives have meaning, and Mastercard captured that with the ad campaign that assigned prices to different products.

Fishing poles, $29. Worms, $3.25. An afternoon fishing with your teenagers, Priceless.

Most of us approach the sales process with the sense that we have to tell people about our benefits. Instead, we should take two steps back and work to understand what makes people tick.

Understand needs

Work to understand your buyers’ needs. The greatest companies do it and I recommend that your listeners do the same.

If you’re going to be really good in sales, you should wow people.

If you sell office furniture, what would differentiate you from the competition?

Find something personal, and then do something memorable. Little things in sales mean everything. #BeMemorable

Imagine that you have a customer who likes Egyptian art. At the close of your interaction with the customer, hand him a piece of Egyptian art that you printed out. It cost you nothing, but none of the other competitors will have done that.

Making money

Joe suggests that sales isn’t about making money. Although that’s a by-product of sales, it’s really about creating an environment where we can service people. You can do the same thing in education and in government.

Morph your sales job into a servant leadership role.

Joe’s sister-in-law told him that she always assumed that business was a bunch of greedy people trying to make money. There was a negative energy around sales.

Joe reframed it as a positive thing and created a forum where people can serve each other and get what they want in life.

Daniel Pink wrote a book called To Sell Is Human all about humanizing sales. I needed that as a young seller when I was guilty of seeing CEOs as something other than human beings. I didn’t see a woman who runs a business and has two kids in middle school.

Sales development

Joe said he hates networking and what it represents. We tend to think of an alpha male chasing someone down with a business card. It’s about understanding pain points and needs and then responding to them.

Many salespeople are too aggressive and competitive because we feel the pressure. Instead, we have to reframe networking and sales.

It’s not about us, but that’s a tough concept in this narcissistic culture.

Joe suggested using a 5-10-15 process in which he holds a minimum of 5 meetings, 10 pieces of written correspondence, and a minimum of 15 phone calls.

It’s less about the numbers and more about the system. Your listeners could start with a 2-4-6 system. Make a plan that keeps you accountable to yourself.

We’re basically all independent contractors and this kind of system will create internal accountability.

“Understanding What Makes People Tick” episode resources

You can connect with Joe at joesweeney.com/networking where you can access inexpensive online training programs. They can help your listeners move the needle in their business and sales lives but also in their personal lives.

You can also grab a copy of his book, Networking Is A Contact Sport.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

 

Ned Leutz, Zoominfo, Sales Script

TSE 1073: Throw Away Your Sales Script And Do More Creative, Engaging Selling

Ned Leutz, Zoominfo, Sales ScriptSales scripts put sellers inside a box and lock them into selling a certain way, but when you throw away your sales script and do more creative, engaging selling, you’ll increase your conversion.

Ned Leutz runs two teams for ZoomInfo, a business data and technology company that helps salespeople get in touch faster and drive more meetings and more sales. He’ll talk today about throwing away the script in your sales efforts to increase your flexibility and your success.

Fast answers

People are accustomed to getting fast answers without ever having to engage with a person. By the time the prospect makes contact, the salesperson with a script may prove to be less flexible than the Internet. When that’s the case, there’s really no need for a salesperson.

Ned believes that giving a salesperson a script is the “kiss of death” and that scripts don’t drive conversion or sales.

Salespeople who are limited by scripts will often fail to connect with the prospect’s problem. If the goal is to find mutual challenges that you can solve together, the script will be extremely inefficient.

Instead of operating from a script, Ned suggests providing a map to sales reps. He believes in setting an agenda with the main goal of finding a point of mutual connection.

Solving problems

Ned’s team starts with the question, “Why did you decide to take my call?” He says that most people don’t take a call with a salesperson unless they have a suspicion that the salesperson can solve a need.

About 90 percent of the time, the prospect faces a challenge that he needs help with. The other 10 percent might be a case of someone taking your call because you’re just a nice person. In those cases, you’ll have to work to qualify the prospect before moving forward.

The question seeks to discover what caught the prospect’s attention and prompted him to accept the phone call. It eliminates half of the guessing.

Start with the end

Begin from a point of mutual agreement. Either there’s a problem that you can solve or there isn’t. Once you’ve set that agenda, you’ve established an expectation for the conversation. You’ve earned the right to discover whether or not there’s a problem you can solve.

You can ask the key questions of your customer to identify the challenge.

The alternative is to play a sales version of whack-a-mole in which you’re constantly asking, “Is this it?” “Is this it?” You’ll bore the client who will much prefer to research on his own since he’ll likely perceive that you aren’t listening or guiding him.

Nobody is taking your B2B sales call without looking at your website first and deciding whether there is something there that catches their attention. You can assume that the prospect has done some research before accepting your call.

Cold calling

Ned wants sellers to throw away the script in cold calling because there’s enough information readily available to sellers that they should have a pretty good story for why they are calling each prospect. When you call a prospect, it’s a suspicion rather than a script. you’ve got a reason for calling.

Your customer will have the sense that he isn’t just a number on the list.

Ned points out that data companies can’t fix a broken sales process or a bad product. A data company can give your sellers the information they need at their fingertips to have a 90% story as to why they might be able to help a particular company.

Verifiable outcomes

Ned asks his managers to focus on verifiable outcomes. They’ll know that a rep had a really good discovery call if they understand that the client feels some sort of pain, they understand that the client is in a current state that he’d like to get out of, and he can answer the question, “What would you be able to do tomorrow that you can’t do today if you could solve this problem?”

One of the worst sales questions we ask is, “If you solved this problem, how much money would you make?” Most people have no idea.

Instead, ask, “If you solve this problem, how would you quantify the impact of that on your organization? Who else would be affected?”

It’s not important that the prospect be able to quantify it immediately. It’s important that the prospect understand the impact your solution will make.

That thinking will help them decide whether it’s worth making an investment.

Business case

Ned believes that if you can get cooperative collaboration on building a business case, you know that you have a good chance of closing the deal. He points to ineffective activity as the reason many sales teams struggle.

Scripts often result in ineffective cold calling, and data can hurt as well. If you spend your day calling switchboard numbers all day but you can’t get a single gate-keeper on the phone, you’ll have a hard time moving forward.

Ned’s company engages in proof of concept in which they inject direct phone numbers into an organization’s system and then ask the reps to engage in the same activity they always do. They know the conversations will convert at a much higher rate simply because they’re going to talk to more people live.

They’ll set up an experiment in which sellers make 10,000 phone calls across an SDR group without data and then 10,000 with the data and then evaluate the number of live connections and ultimately the number of meetings.

The outcome typically results in 10 more meetings a week, which is 520 more meetings a year.

Empower prospects

Help your prospects arrive at conclusions on their own. Rather than give them answers, allow them to discover the answers themselves.

“It sounds like you see value in this. Your team doesn’t have the right data and we can provide them the right data. If you had to build a business case, where would you start?”

About 90 percent of the time the customer will say, “That’s a great question. How do your customers usually start?”

At that moment, you’ve earned permission to share. You’ll earn your customers’ trust very quickly this way.

Framework

Scripts won’t get you where you need to be. Instead, give your team a framework under which they work to identify the client’s business case and then evaluate whether the expectations are reasonable.

If a customer expects to close 20 deals with a product that isn’t transactional and has a long sales process, that isn’t a very reasonable expectation. The sales rep must negotiate that expectation to something more reasonable.

It’s tempting to rely on scripts, especially when things aren’t going well. It’s also tempting to wrestle control away from your reps.

Instead, invest your energy into building a map and providing constant reminders around asking good questions.

You will close deals with a script, but you’ll close them at a lower dollar amount at a much slower frequency.

Instead of measuring the number of calls you made, measure the number of outcomes. If your number of calls falls, but the number of meetings increases, forget about the number of calls.

“Throw away your sales script” episode resources

You can connect with Ned Leutz on LinkedIn or email him at Ned.Leutz@zoominfo.com.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester in April.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Donald Kelly, Building Value, Selling

TSE 1067: 5 Things You Get Wrong When It Comes To Building Value

Donald Kelly, Building Value, Selling

If you’re giving your customers things that you value instead of focusing on things that your customer needs or wants, you should be aware of the  5 things you get wrong when it comes to building value.

We’re dedicating the month of April to a discussion of building value, and we’re starting with the fundamentals of building value.

1.  We fail to solve the problem.

People will only change if they see a distinct need for it, and sometimes our customers don’t even recognize that they have a problem. Or, in other instances, they may have found a solution or a band-aid to the problem that seems to be working.

People don’t fix things that seem to be working.

Your job as a seller is to ask the right questions to help them consider or see the importance of addressing their challenge. Once you’re able to help them identify the problem, we must provide a clear solution to help them address it.

Donald Miller has a wonderful three-step process that lays out exactly how you can move through the process.

If the buyer doesn’t have confidence in your ability to guide him through the solution, you’re likely going to lose the deal like I did when it happened to me.

2.  We focus on what we like. 

I’ve taught this principle over and over again as the platinum rule: treat others the way they would like to be treated. It’s a step up from treating people the way that you’d like to be treated.

Don’t focus on features or benefits that you like. Focus on things that the buyers like.

Buyers may choose to work with you for a variety of reasons, but not all of your product’s features will be important to the buyer. Not all of your service’s benefits will matter to him.

Once you’ve identified the problem that the buyer needs to address, and you’ve given the buyer a clear plan, avoid the urge to give the buyer things he doesn’t need. Give him the things that are important and necessary for him and nothing more.

You may have 100 features, but the buyer likely has one problem that is costing him a lot of money. He needs the feature that will solve that problem. Yes, he’ll get much more than that with your product or service, but focus on his main problem to start.

Over time you can educate him about additional features.

3.  We don’t listen to the customer.

This ties closely to number 1 because we often continue talking even after the buyer has agreed to buy.

Our conversations and discovery meetings are intended to help us discover things about our prospects. It’s not intended to be a lecture.

Sometimes sellers believe that if we’re talking, we’re winning, and that simply isn’t true. Think of it like dating: you want the other person to perceive that you’re interested.

Studies indicated that you shouldn’t talk more than 30 percent of the time, and that will only happen if you come prepared with meaningful questions. That will help the buyer express himself and his challenges.

Once you’ve listened, you can pitch to the one thing he needs the most.

4.  We think we must have the lowest price.

This issue emerges frequently with sellers who think that value means having the lowest price, but it simply isn’t true. I’ve lost deals before to companies that were bigger and more expensive than my own product or service.

When I looked back, they didn’t care that we were cheaper. They were concerned that I didn’t focus on their problem and show them a clear path to solve it. They didn’t have the conviction that I was the one who could best help them.

If you’ve done a fantastic job of identifying their problem and you’ve helped them find a solution, they’ll see the value in what you’re offering. If, for example, their problem is costing them $50,000 a year but your solution will cost them $5,000 a year, that’s a good saving for them.

Show me that you understand my problem and that you have a solution. Then show me that you’ve solved this kind of problem before. That will give me, as a buyer, confidence in you as a seller.

5.  We believe that more is better.

We often mistakenly believe that offering our customer more is better because it’s a way to increase value.

You might be giving away so many add-ons that your company loses money. In the future, your customer will likely expect the same kind of discounts and bonuses. If the customer stays with you for only a year, you will have lost the client before you could recoup your losses.

Resist the urge to give away everything for free. Enjoy the silence in your conversation. Don’t jump out and start talking too quickly.

They may not be looking for more value but rather just contemplating the purchase.

Keep things simple for your buyers and remember that less is often more. We know a lot more than our buyers about our product, and they don’t need to know everything that we do.

Avoid these mistakes and you’ll have much better success building value.

“Building Value” episode resources

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester in April.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

 

Larry Levine, Selling From the Heart, Linkedin, Sales Book

TSE 1066: Selling From The Heart

Sellers have a bad reputation as people who are artificial and only concerned about themselves, but in order to succeed, you must focus on selling from the heart.

Larry Levine has spent 30-something years in the trenches of B2B work, and he recognized some glaring weaknesses in sales teams he worked with. He values authenticity and he points to it as a big disconnect for many sellers.

But it isn’t just sellers. Think about how many times you’ve run into a friend you haven’t seen in a while, and you toss out the phrase, “we should do lunch.” It doesn’t usually mean anything other than “I’ll see you when I see you.”

Sellers must pay attention to their words.

Use your words

The words genuine, authentic, value, and trusted advisor prompt the follow-on question: “What does that mean?”

Start by leading an authentic lifestyle. Think about this: When you say you’re a salesperson or an SDR, you’re already behind the 8-ball already in the minds of your clients and prospects.

For every great sales professional, there are 10 that give the sales world a bad name.

When you deal with the people in your personal life, are you genuine and true to who you really are? Most likely you are. So why can’t we play that same role when we’re dealing with our clients and prospects.

Building relationships

Many sellers maintain a certain amount of distance in their relationships with their clients. In his book, Slow Down, Sell Faster, Kevin Davis asked how it’s possible to sell something to someone if you don’t spend time figuring out who they are?

  • What makes that person tick?
  • What do they care about?

Sellers try to move their prospects through the sales funnel as quickly as possible instead of investing the time to understand. Listen with intent and help them do their jobs. You’ll be surprised to find that things actually speed up.

Vulnerability

If you don’t build a relationship throughout multiple steps and influencers, it will be difficult to sell anything. People will buy from people they know, like, and trust.

People are beginning to understand that it’s ok to bring your heart to the sales world. It’s ok to be genuine and real. But in order to do that, you have to be vulnerable, which goes against what we believe about sellers.

If you asked your prospects what they truly desire in a seller, what do you think they’ll say? Maybe someone who is honest and who can solve their problems. At some point, you’ll hear them say “I want them to be sincere and show up after the sale.”

Conversations

Have a conversation like you would with your friends.

Memorizing scripts may make you sound too robotic. It isn’t that scripts are bad, but we must make the verbiage in the script our own. If you can’t align to it, you’ll struggle with it.

Imagine if you understood the person you were reaching out to. What are the issues and challenges they are facing.

If you’re calling a VP of sales to set up a demo for software, find out the issues that VPs of sales struggle with. Offer three issues that are most common for sales teams. Ask your prospects which of those three topics he can most closely align with.

The truth is that even tenured sales reps are going about this the wrong way. Instead of the phone call being focused on setting a meeting, focus the call on starting a conversation.

Sales leaders

Time and patience matter. Your organization wasn’t built in a day. You took a series of small successful steps to get where you are.

The same is true for your sales process, but no one has time or patience for it. No one wants to slow down.

Larry recalls deciding one day to focus on quality over quantity. He focused on opening at least two new conversations with two people he didn’t know every single day. His phone skills improved and his mindset did, too.

Sellers who are allowed to focus on quality over quantity may find that they enjoy their roles a bit more because they are connecting with people.

Foundations

Larry’s first mentor freed him from the pressure of memorizing his prospecting script word-for-word, and instead encouraged him to understand the foundation of the script. Once you’ve done that, make it your own.

Get back to humanizing what we’ve previously dehumanized in the sales world. There’s a time and place for technology, but human-to-human matters. Technology can’t replace every human aspect.

Larry warns against being an “empty suit with commission breath.”

Once leadership realizes that there’s a human on the other end of the sale rather than just a bunch of dollars and they set out to solve problems, watch what happens to the level of your relationships and referrals and profits.

Avoiding sameness

In a crowded field, in order to rise above the sea of sameness and be seen in a different light and stand out from the sales wolfpack, the differentiating moment goes back to the human aspect.

People smell sincerity immediately. Instead of juggling personalities, be authentic.

Understand that credibility and clarity sell in a world of insincerity.

Create a transformational experience by having a conversation. As you transform your relationships, you’ll stick out like a sore thumb in a world of transactional conversations.

“Selling From The Heart” episode resources

Find Larry on LinkedIn @larrylevine1992 or on his Selling From The Heart podcast at sellingfromtheheart.net.

Grab a copy of Larry’s book, Selling From the Heart: How Your Authentic Self Sells YouHis website also offers an accompanying self-reflection journal.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Donald Kelly, The Sales Evangelist, Reddit, Why Should I Buy?

TSE 1064: Sales From The Street – “Why Should We Do Business With You?”

Donald Kelly, The Sales Evangelist, Reddit, Why Should I Buy?One of the most important questions you’ll answer is “Why should I do business with you?” and it’s vital that you get it right when you do.

When the question comes, you’ll be tempted to point out how long your company has existed, how great your product is, and how great your customer service is, but those answers won’t likely work.

Sales From the Street tackles actual problems that sellers are facing and allows a sales rep just like you to provide an answer that worked for him.

Loaded question

People frequently get on Reddit seeking advice about how to answer this question. I love checking in there because it gives me a great opportunity to connect with sellers and share my own insights and expertise.

They frequently listen to the podcast after our interaction and it presents a great opportunity to grow my business. If you haven’t checked Reddit for a page related to your own industry, you definitely should.

“Why should I do business with you” is a loaded question, and I’m going to answer it in two different ways.

When I was a young seller, I was quick to point out the features of my product and to preach about why we were the best company, but it never addressed the client’s true issue.

Initial conversation

Your answer to the question will largely depend on whether this is the first time you’ve spoken to this person. Do you have a relationship already, or this your very first contact?

If you’re speaking to the customer for the very first time, he may be testing you to see how you’ll respond. You could play a seller’s version of whack-a-mole and blindly try to guess the right answer, but as a sales professional, that’s not how you want to operate.

Instead, take control of the situation. Your first priority should be to find out why she is asking this question in the first place.

You can respond with a listicle or with a question of your own. Or, consider this:

“You know, David, when people ask that question it’s usually one of three things.

  1. To see if we have the proper expertise
  2. Testing whether I’m quick on my feet. 
  3. To determine whether we can solve their problem.

Which one of those are we dealing with David?”

His answer to your question will help you understand how to proceed.

Take control

Ask questions about the sales process that will help you determine what the customer is seeking. Take charge of the sales process by controlling the conversation.

If the prospect is wasting your time and has no intention of hiring you, you’ll determine that more quickly rather than wasting time on a deal that will never close.

If the prospect is interested, he’ll answer the question and you can continue from there. Pose a question in response to his question.

Ask him why he’s inclined to ask that. If he indicates that his company has encountered other sellers who couldn’t solve its problems, then you’ll know how to respond.

Address the concerns

“I don’t ever want to do business with you if I can’t solve your problem. We want to make sure we’re a fit. I don’t want to waste your time or mine.”

“If you are open to it, I’d love to see what you’re doing now to see if we can help you just like we’ve helped many other companies in the past.” 

You can even mention at some point that you’d love to be honest enough to acknowledge if the two of you aren’t a good fit. That will keep you on the same page.

Your customer expects you to rattle off a list of features and benefits. They expect you to be a submissive seller.

They may not realize that as a professional seller, you’ve helped a lot of people, and you’re an expert at doing so. You’re going to stay calm and confident.

Surprise the customer

If, on the other hand, this is a customer that you’ve worked with for some time, he may be truly trying to determine whether he should work with you. Your goal is to communicate to him that you’re the best at solving his particular problem.

You’ve done it for thousands of other clients, you’ve run the protocols, and you know you’re the best. You can turn the tables on the customer at that point.

“Why should you not do business with me?”

Be confident. Make sure you understand why the customer is asking the question.

“Why Should We Do Business With You?” episode resources

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Sales Leaders, Sales Manager, Donald Kelly

TSE 1062: Sales Leaders, Stop Falling For The Reactive Trap

Sales Leaders, Sales Manager, Donald Kelly

Sales leaders who neglect their own workload in an effort to help their sellers solve problems will find themselves falling behind, so it’s vital that sales leaders stop falling for the reactive trap.

You hired your sellers to handle their assigned responsibilities and to solve problems. When your sellers distract you with problems, you’ll have less time to focus on sales plans or strategies. You won’t have time to conduct meetings or create reports because you’re trying to keep deals from falling apart.

Distracted leaders

In his book, The Sales Manager’s Guide To Greatness, Kevin Davis talks about all the ways that sellers can distract their sales managers from their own workload. The problem with this kind of distraction is that the sales leader’s responsibilities are to grow the department or the business.

The business will suffer if sales leaders aren’t freed to do their own work.

Additionally, you’re teaching your sellers bad habits and cheating them of the opportunity to learn to solve their own problems.

This is why many leaders feel stretched too thin.

Limited growth

Sellers who never learn to solve their own problems will limit their teams’ productivity. Your team will never have extraordinary growth because you’ll always be limited by your own ability to solve everyone else’s problems.

The sellers will never learn to solve problems, and they won’t learn to focus on solving problems for their customers. Instead, they’ll focus on features and benefits.

Additionally, they won’t be able to function as well in your absence, which means they will struggle any time you aren’t available. So what will happen if you decide to take vacation?

Improving sellers

Sellers will only improve if they learn to solve their own problems and handle their own accounts. As each rep learns to handle his assigned responsibilities, you’ll be freed to focus on other things that will improve the team as a whole.

You may be tempted to think that you’re helping your sellers accomplish more, but the truth is that they’ll never learn to manage their own schedules and their own time if you consistently help them manage it.

Kevin points out that your involvement won’t likely encourage them to use their time for other tasks. Realistically, your sellers will simply be freed to do things like check social media or email.

Forty percent of sellers don’t like prospecting, so they won’t likely do it if they don’t have to. They are likely bringing you problems they don’t want to handle themselves.

Teach problem-solving

Kevin suggests asking two questions of your sellers:

  1. What have you done to solve the problem so far?
  2. What do you think ought to be done?

Your sellers likely have basic problem-solving skills; otherwise, you wouldn’t have hired them. If this isn’t the case, you might have to start by making sure you have the right people on the bus.

Perhaps we’ll discover that the rep didn’t really qualify the prospect in the first place. Maybe the rep isn’t talking to the decision-maker.

Assuming those things aren’t true and that the buyer suddenly backed out of the deal, you must discover what caused the problem.

Root cause

Coach the rep to ask questions that get to the root cause of the change. Teach your rep to use the 5 whys to figure out why the prospect changed her mind.

It’s tempting for sales leaders to try to “save the day” and be the hero. Instead, you need to teach your seller to act as a guide to the prospect and teach your seller how to frame the customer as the hero of the situation.

Consider identifying team leads who can help your sellers when they encounter problems. Maybe a senior sales rep can help answer questions or coach your sellers in weekly sales meetings.

Schedule coaching sessions where you can teach your team members how to use these techniques to identify why their deals are disintegrating. Help them identify the common objections so they’ll be prepared when they encounter them.

Build replacements

No doubt you hope to be promoted someday and you’ll need someone to take over your role so you can advance.

Allow them to be part of the dialogue when you’re addressing issues in your area. Provide reassurance that it’s ok to try things and make mistakes.

If you have a hard time saying “no” to your sellers, make yourself unavailable to them. Insist that they begin working on the problems themselves. If they make a mistake, you can still step in if you must, but give them a chance to try solving the problems.

Take the time to coach your sellers. Make sure you give commands, give guidance, and give them room to run on their own.

Whether you’re a sales rep, a sales leader, or a business owner, use these concepts to improve your efficiency and your output.

“Stop Falling For The Reactive Trap” episode resources

Grab a copy of Kevin Davis’ book, The Sales Manager’s Guide To GreatnessYou’ll be glad you did.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Donald Kelly, Sales Training Course

TSE 1060: TSE Certified Sales Training Program – “Stories Are Everywhere”

Donald Kelly, Sales Training CourseStories pack a lot of power for sellers when used in the proper sales framework, and the good news is that stories are everywhere.

Today we’re sharing an excerpt from TSE Certified Sales Training Program that addresses how you can effectively use stories in your own sales.

Utilizing stories

Stories have existed since the dawn of time. Early cave drawings told stories of cavemen hunting, and those stories have been passed down.

It’s true of cultures and of the Bible. Stories paint a picture for us.

Stories exist in movies, songs, social media, and books. It all points to the fact that we love stories. Society loves stories because that’s how we make sense of the world.

Imagine you’re meeting with a prospect for the first time. Instead of talking about your widget and your certification, which could be boring, share a compelling reason for your prospect to do business with you.

Instead, share a problem and a solution to help me understand.

Story structure

Stories have a beginning, a middle, and an end. The beginning explains the problem so that the prospect can understand it and it introduces characters.

The second part is the build or the escalation of the problem, where it seems that all is lost.

The third part is the breakthrough. It’s the payoff or the climax. It’s where everyone lives happily ever after.

Using stories effectively

It’s important to understand when to use stories.

Use them to reinforce a point or to help them understand the importance of your product or service. In the case of CRM, imagine a client who has been using Excel for years and he doesn’t understand the importance of upgrading to a better CRM.

You can begin by explaining that you understand why he is hesitant to invest in something that he might not actually need.

Then tell a story of another client who successfully used Excel as her CRM for years. The problem emerged when she hired a sales rep who wasn’t as familiar with the process as she was.

The sales rep failed to log some of his contacts, and they didn’t follow up on the lead. The potential client chose another provider because the company didn’t remember to follow up. In this case, it cost them $5,000.

If this happens multiple times a month, how much will it cost you?

We gave this client an opportunity to test our CRM for 30 days, and the company doubled its earnings as a result. The ability to log calls automatically and schedule appointments easily changed the company’s output.

Context

Consider using a free trial, too, to make the transaction less overwhelming.

Don’t make yourself the hero of the story. Craft the story so that your prospect is the hero because he tried the new CRM and it made a huge difference for his organization.

Apply these ideas and let me know how they worked. If you already knew them, stay with it.

“Stories Are Everywhere” episode resources

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Donald Kelly, The Sales Evangelist, Paint a Picture

TSE 1050: TSE Certified Sales Training Program – “Paint A Picture”

Donald Kelly, The Sales Evangelist, Paint a PictureIf you paint a picture for your customers of where they are now versus where they want to go, you can help them make a buying decision.  Show them how the positive change will happen, or what might happen if they don’t change. It will allow them to logically justify an emotional decision.

Jeffrey Gitomer was my first ever guest and he taught us something interesting on that very first podcast: People love to buy but they hate to be sold.

Think about that.  Nobody wants to feel tricked or manipulated. That is the last thing that you want to do as a sales rep. You want to help them to buy.

Your job is to guide clients through a process that educates them.

Become an artist

The key is to paint amazing pictures that feel so real and so vivid that your clients can see the value being offered.

Imagine we have presented our business case and the prospect is loving it. They know it is amazing but they will naturally start to compare it to their current situation.

What are we doing? What are our sales reps doing? How much time are they spending? Are we wasting time?

It is time to paint the picture for them.

Asking ‘why?’

Toyota once used the ‘Five Whys’ concept to get to the root of a problem; to fix the real issue of any problem instead of the surface-level problem. As an example, suppose I take my car into the shop because I have a flat tire from hitting a pothole.

As a sales rep, there are many things you could sell me. I need a new tire, for sure. Do I also need glasses so I can see potholes in the future? Maybe I didn’t see the pothole because I was speeding. Perhaps I was late and I need to buy an alarm clock.

What if I was running late because I am not disciplined enough to properly prioritize my day? Will a new tire or a pair of glasses help with the root of my problems? No.

When it comes to your prospect, once he agrees with your business proposal and realizes that he is in the same scenario you’re describing, that is the time to share with him how you can deliver.

Paint the picture that directly represents his business and his situation. Ask him what you need to know.

Do you feel the scenario that I’ve presented fits your situation? Why do you think that is the case? What have you tried before to address this same problem? What are your goals?

Become a consultant

Become a consultant that will help solve their problems. You’ve already painted a picture with your business case. Once you have your answers – once you have more details – you can effectively execute the demonstration.

Know your client’s timeframe and budget.  Go over who will be involved in the process and the criteria for future decisions. Everything discussed during the buyer’s journey needs to be referenced during the discovery call as well. It helps make the closing that much easier.

Underpromise and overdeliver

If I know I can deliver 4x, I often promise 3x because it is a simple fact that my clients will be much happier if they accomplish more than they expected.

You can help the prospect realize that the decision is theirs. It is not being forced upon them and it is not manipulative. Rather, with your help, they realize where they are and the challenges they face in moving forward. We have had meaningful and educating dialogue that provided solutions and opportunities for change. The buyer’s decision is now up to them.

“Paint a Picture” episode resources

We are currently in the Beta portion of our new TSE Certified Sales Training Program. The first section is about prospecting, the second is all about building value, and the third is about closing.

This episode is brought to you by the TSE Certified Sales Training Program. If 2018 wasn’t the best year for you, check out TSE Certified Sales Training Program. We can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Asking more questions, Listening, Fear

TSE 1047: Start Asking “Stupid Questions”!

Asking more questions, Listening, FearThe more information we have about our clients, the better we’ll be able to serve them, and we can begin by asking “stupid questions.

In 2013, I was working on a speech for Toastmasters and I wanted to talk to everyday people to find out whether or not they think the American Dream is dead.

What better place to find everyday people but on the train?

I was nervous. I didn’t want anyone to yell at me or be rude to me and I certainly didn’t want to get into a political debate.

Eventually, I mustered the courage to ask the guy sitting closest to me for his thoughts. I prepared for the worst but got the exact opposite instead. He answered my question and gave me the insight I needed to put together a great speech.

In today’s episode, I will share ways to overcome the roadblocks we create in our minds so that we can get the information we need to best help our clients.

Dumb, stupid questions

We tell ourselves that our questions are dumb and stupid. When we think that way, we end up with dumb and stupid results. We need to present our questions well so that we can get the right information from our clients.

When we ask only surface-level questions, we get surface-level answers in return.

When we then use those answers to create a quote, we find that the client is not interested or ready.

It is the same situation every time. We worry and feel like we suck at our job. Other people selling the exact same product to the same type of client are performing so much better.

How does this happen?

Clear and meaningful questions

Too often, we are so focused on how we come across to others that we don’t ask the right questions. We don’t want to appear rude or pushy.

Or, we worry that we might embarrass ourselves by asking a question that everyone else already knows the answer to. We also hesitate to “bother” an executive, or challenge the way he already does business even though our suggestions could benefit his organization.

Push the norm

We are afraid to push the norm.

Many executives are surrounded by ‘yes people.’ This creates a void that, as a consultant, you could fill.

To prepare for more clear and meaningful questions, you need to first understand where the questions will lead.

As an example, the brake light on my car went out. I did everything I knew to try to fix it without success. A mechanic, on the other hand, would have the experience and the knowledge to ask me the right questions about my problem in order to isolate the best solution.

I would not assume that any of the questions he asked me were stupid even if I already knew that, of course, I should check the bulb before coming in.

He would be viewed as an expert because he would ask all the necessary questions in order to fix my problem.

The more confident you are on a topic, the less stupid the simple questions will seem in your mind. You will know and understand that people who are not as well-versed on the subject will make mistakes with the small things.

Asking clear and meaningful questions will get you clear and meaningful results.

Know the landscape

Read industry magazines and trade journals of your targeted clients. Know why they need what you are offering.

Study and prepare so that your questions are clear and meaningful. Understand the intricacies of their business. It will make you more effective in presenting your case.

You will be able to ask questions with confidence.

When you know where the questions might lead, and you won’t be afraid to ask them. You will be prepared. Keep the questions simple and clear.

Don’t ever assume that any of them are stupid.

Start Asking “Stupid Questions” episode resources

This episode is brought to you in part by our TSE Certified Sales Training Program, which teaches you to improve your sales skills, find more customers, build stronger value, and close more deals.

The next semester begins in April.

If you’re not familiar with the TSE Certified Sales Training Program, it’s a program designed to help brand new sales reps, as well as those who have been selling forever. The 12-week module offers videos you can watch at your own pace, as well as the option to join a group discussion. It’s broken into three sections: finding, building value, and closing. It’s amazing and it’s fun!

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out.

You’ll receive real-time alerts anyone opens an email or clicks a link.

The episode is also brought to you by prospect.io, a sales automation platform that allows you to send cold emails in a personalized manner. To find out more about how it can help you automate your sales process, go to prospect.io/tse. Your prospecting will never be the same.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode, and share with your friends!

Audio provided by Free SFX and Bensound.

 

Alice Heiman, Alice Heiman LLC., Donald Kelly, The Sales Evangelist

TSE 943: How Business Owners Who Don’t Like Sales Can Improve Sales Performance

Business owners often have to lead their sales teams despite the fact that they don’t always understand exactly how to do it. Often times, they’re simply ignorant about what to do. It’s absolutely true, though, that business owners who don’t like sales can improve sales performance.

On today’s episode of The Sales Evangelist, we’re talking with Alice Heiman about the challenges business owners face when selling their product or service and how business owners who don’t like sales can improve sales performance.

Alice leads the Alice Heiman, LLC team, which helps companies drive sales growth and bring about sustainable change that leads to growth.

Challenges for business owners

Not all business owners hate selling, but many of them do. The truth is that the person who leads the company is the sales leader.

We have to help them understand their role in sales.

Most people who start a company didn’t do it because they loved sales, and though the entrepreneurial enthusiasm is necessary to start a company, sometimes it leads us down the wrong path.

We assume we’ll just build a great company and people will automatically buy, but the vast majority of business owners have no sales experience. They don’t understand strategy or tactics.

Whether it’s an early stage or a more mature company, many business leaders are abdicating their role as sales leader. The most successful companies have leaders that are very involved in sales.

Even if you intend to hire a sales leader, unless you understand sales, it will be hard for you to hire the right person and then coach that person to lead well.

Team approach

If you’re pursuing a company that is a billion-dollar or a multi-billion-dollar company, you can’t send a lone salesperson to capture the entire company. You have to think of your team as a whole.

  • What role does the salesperson have?
  • What role does the sales leader have?
  • How will the subject matter experts support the effort?
  • What role will the IT people have?

In order to be successful, you have to get everyone positioned properly, which means that the business owner must take a role as well.

Begin by addressing the simple question of how you feel about sales in your company. In many cases, you’ll discover a lot of negative perceptions of sales.

Often the sales leader must address a negative mindset, and begin by talking about the future of the company and how sales will help the company achieve it.

Then you’ll determine where you are right now.

Are you still doing the selling yourself? Have you hired salespeople to help you with sales? Are you ready to hire a sales manager to manage your salespeople? Do you have a sales organization built?

Once we know what the sales organization should look like when it’s complete, your company can begin building toward that.

B2B sales

Sales has changed tremendously,  but most business owners haven’t seen it yet. They are stuck with the notion of selling as they were previously sold to.

In B2B complex sales, you are a smaller company selling to a much bigger company with a long sales cycle and lots of complexities.

You must know your market first. If we know of companies that we want to sell to, we have to get smart really fast. The other option is to make lots of phone calls trying to set up appointments, but you’ll likely burn your people out.

Instead, take the companies you want to do business with and divide them among your team. Give them teams within the same industry so they can learn the industry and its language and do basic research.

It’s important to learn the right things rather than just whether they are a viable prospect.

  • What initiatives are they pursuing this year?
  • What are they posting this year on social media?
  • Can you determine their priorities?

Then figure out how to marry the information you found with your product or service.

Realize, too, that the one lead you connect with may very well block you from other decision-makers. Because they’ve been tasked with this project, they want to look like the hero, so they block you from interacting with others.

Work to find 9 or 10 people who could be involved in the sale.

Get educated

Be a smart, savvy problem solver because you can’t solve problems if you don’t understand what your prospect’s problems are.

Information, especially about large companies, is all over the place. Read annual reports, press releases, the president’s message, and read about products your prospect is launching.

Then think about your customer’s customer. How does your prospect serve its customers? Who does your prospect sell to? How does your prospect help its customers meet their goals?

If I come prepared, and I know your products and services and your industry, you’ll choose to work with me.

If you’ll approach sales as solving problems, perhaps it won’t feel so icky anymore. As a sales leader, focus on your salespeople so they can focus on your customer. If you have happy people who know what to do, if they love their product, and if they are well-trained, they will serve your customers well.

“Improve Sales Performance” episode resources

You can connect with Alice on LinkedIn, Twitter, or Instagram, or you can email her or check out her website and her blog.

This episode is brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales evangelists.com/maximizer.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Closing, Confidence, New Customer, Donald Kelly

TSE 942: How Confident Are You With Closing?

Closing, Confidence, New Customer, Donald KellyWhen it comes to closing, you have to be confident. Closing is throughout the sales process and you have to build confidence in what you sell. The buyer must feel your confidence and believe that your product or service is capable of solving her problems and helping her business to succeed.

On today’s episode of The Sales Evangelist, we’ll discuss the power of your own confidence and we’ll ask the question, “How confident are you with closing?”

Your confidence will cause them to persuade themselves to buy just the way the Jamaican food seller almost persuaded me to buy something I don’t even like.

Defining confidence

Confidence amounts to your belief in yourself and your ability to succeed.

If you are confident, then you will project an attitude of competence and authority.

As a seller, you must be able to project confidence, even in a situation that isn’t certain. Whether you’re new to sales,  just not closing deals, or selling a product that is new to you, you must project confidence in order to convince your prospect to buy.

You have to drink your own Kool Aid, so to speak.

Evangelizing

Because I grew up poor, when I realized I could earn a decent living in sales doing something that I really loved, I wanted to evangelize about it. I wanted to tell other people how they could be successful in sales.

First, I launched my podcast. I discovered along the way that when people encounter a passionate seller who really loves what he is doing, they see him as an authority figure.

Without that kind of influence, it’s very difficult to convince people to make an economic decision.

Confidence vs. certainty

A 2018 study of experts revealed an interesting trend among people who hire experts to help them solve problems.

Whether the expert was in sales, finance, or any other industry, people generally valued competence and authority over an ability to accurately predict an outcome. In other words, they felt better about the process if the expert exuded confidence.

If, for instance, you offer prospects a 60 percent likelihood of a certain outcome, they will value that authority over a general suggestion of what might happen.

If you can share that 90 percent of your customers experience a certain outcome, that will bring a tremendous amount of clarity to your buyers.

You’ll have a much better chance of closing that deal and encouraging that person to persuade himself to purchase.

Taking shots

Wayne Gretzky said that you miss 100 percent of the shots that you don’t take. And while that’s true, it’s also true that not every shot will be the right one for us.

As a sales rep, you’re not going to try to sell every single product to every single person. You’re going to go after clients or prospects that are qualified; those that are more likely to close.

My soccer coach used to tell us that the more shots we took on goal, the better our chances of scoring. But shooting on goal is different than randomly kicking balls.

I made the mistake as a new seller of limiting myself to those shots that I knew would succeed. I decided that I would only pursue prospects that I knew would say yes.

The problem is that no one can know that with any certainty. Even in those moments, you must exude confidence.

Invite change

You must be sure that you’re confidently encouraging your customers and inviting them to change.

Take advantage of the upsell. If you recall, McDonald’s spent years asking its customers if they wanted to supersize their drinks and fries.

Practice your competence and your confidence through repetition.

Be humble, but be confident. Don’t be cocky.

“How Confident Are You With Closing?” episode resources

Read more about the basics of confidence here.

This episode is brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales evangelists.com/maximizer.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Donald Kelly, Value, Ideal Customers, What do you sell?

TSE 887: What Do You Do…For Me?

Donald Kelly, Value, Ideal Customers, What do you sell?I noticed something interesting at a conference I attended recently. The conference was amazing, but I noticed something noteworthy about many of the exhibitors: they didn’t know how to tell me the problems they solve. They tossed around words like noteworthy, synergy, cohesive, and proprietary, but they couldn’t answer the most important question: “What do you do… for me?”

On today’s episode of The Sales Evangelist, we’ll discuss the consequences of confusing the customer, and why it’s important to answer that single question: “What do you do… for me?”

Solving problems for prospects

When people ask what you do, they are trying to understand what you can do for them. What problems do you solve?

If you tell prospects you operate a consulting firm, what does that mean? It’s bland. Generic. There’s nothing that helps me understand how I can benefit from your services.

We are a consulting firm for real estate brokers. Our clients typically have at least 10 agents, and they are struggling to generate new leads for their realtors. They aren’t closing enough deals, so we step in to provide a blueprint to find more leads and close more deals. 

Don’t make your prospects do mental gymnastics to understand the services you offer. Don’t burden them with jargon.

Donald Miller, author of the book StoryBrand, cautions against confusing your prospects because they’ll most likely look elsewhere for help.

Practicing your message

Many of us rely on the same information for every pitch we give.

Not only are we not personalizing the message, in many cases, we’re consistently repeating a message that isn’t effective.

Just as sports teams must practice in order to know what role each player will assume, your team must practice its efforts in order to maximize the effectiveness. You must practice your message until you can deliver it in a way that helps prospects understand your mission.

Your sales team must have a strategy and an effective message that will help your prospects understand what you can do for them.

“What Do You Do… For Me?” episode resources

The book Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley provides a fantastic blueprint of all the things buyers say they expect and want from sellers.

Grab your free excerpt of the book here, and view the SlideShare that explains many of the leadership principles you need to stop being subservient to your customers. If you prefer, download the SlideShare so you can refer back to it.

Check out the Video Jungle podcast, which teaches you how to utilize video to stand out from your competition. Plan, create and share your way to better content and strategy. You are a brand, and video can help you set yourself apart.

Leave us a review wherever you consume this content and share it with someone else who might benefit from our message. If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.