The Sales Evangelist

Andy Paul on The Sales Evangelist Podcast

Many salespeople rely on assumptions about salespeople (think the cringe-inducing car salesman.) But while there’s truth in its origins, that description is no longer valid to the modern salesperson. And despite new technologies proliferating, we aren’t getting better at selling. So how can we improve? In today’s episode of The Sales Evangelist, Donald brings on sales teacher, author, and consultant Andy Paul to discuss his strategy for revitalized selling.

While there are commonalities, there is more than one way to sell well.

  • The push to sales conformity is really for management, not the seller. Because management wants something predictable. However, the real world is more complicated. 
  • You learn, take those learnings and apply them to life. And you become the sum of your experience and knowledge. We all end up doing things differently, even if they lead to the same result.
  • Despite all the tools and technological advancements that benefit us, we aren’t getting better at selling. 
  • We have ready access to a world of information, making for a better and more efficient buying experience. However, our win rates are dropping.

The problem starts with educating sellers on what their job is.

  • When asked, “what’s your job?” The answer comes back “to persuade someone to buy my product.”
  • In reality, your job is to listen to the prospective buyer’s challenges and help them find resources to overcome those problems.
  • Just because you can do something doesn’t mean you should.
  • The Catalyst by Jonah Berger – Human beings resist being persuaded.
  • Instead of persuasion, think about it from an influence perspective. Persuasion is coercive, while influence affects others without force. It’s a change in mindset.

Four Pillars of Changing Sales

  • Connection – Some people conflate relationship with friendship. While you don’t need to be friends with buyers, you make connections in every interaction you have. Credibility and trust promote the relationship that makes a buyer invest their time and energy into you. The seller is the first line of differentiation to the buyer. 
  • Curiosity – We understand the world through our curiosity and asking questions. The currently accepted sales process has only a tiny time for discovery. But in reality, this process should happen in every conversation with the prospect or buyer. 
  • Understanding – Our job is to listen to the buyer. What’s the context? A salesperson’s time to understand the buyer is a process that should never stop. Fully understand the buyer to determine how you can help them overcome challenges.
  • Generosity – Humans are wired to give and collectively support one another. It triggers reciprocity, and the purpose of your generosity is to achieve what is essential for both parties.

Value exists only in the eyes of the buyer. Every interaction you have with a buyer should bring them closer to making a decision. If they aren’t closer to a decision at the end of the meeting, why did you have a meeting?  Visit Andy’s website, andypaul.com, to sign his Manifesto to stop Selling Out and to order his latest book. (But you can also do this on Amazon and wherever books are sold.) 

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This episode is brought to you in part by mParticle.

Are you tired of wading through thousands of open sales positions to find the one perfect for you? Well, look no further. mParticle is one of the leading independent customer data platforms out there, and they’re looking for motivated remote sellers (just like yourself.) 

With top-name clients from Spotify and Burger King to Airbnb, we don’t want you to let this opportunity go to waste! For more information and to view open positions, go to https://www.mparticle.com/careers/.

This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master sales fundamentals and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

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Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

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