The Sales Evangelist

Art Harding on The Sales Evangelist Podcast

In today’s episode of The Sales Evangelist, Donald is joined by COO of People.ai Art Harding. With twenty years of experience in the industry, he’s had plenty of practice overcoming B2B objections through digital transformations.

What is a digital transformation?

  • Sure, it’s Uber and Netflix. But it is not solely a technology play; it’s reimagining the customer experience and using technology to facilitate those changes.
  • Uber didn’t invent cars, apps, or driving strangers. They just combined those elements in a unique way to make something new.
  • The classic go-to-market functions had relatively siloed expectations. Marketing was responsible for branding; sellers were responsible for closing deals, etc.
  • Those transformations affected these elements at different rates to unlock new digital journeys.

Digital transformations start from the inside out. 

  • Younger generations use the tools and data they expect from a professional (or implement themselves as they grow in their careers.)
  • Enterprise sales have dramatically changed in the last few years, and that’s as a result of digital transformations.
  • Different departments need to become more connected to limit objections fostered within a lack of communication.
  • As technology moves into the customer journey, the person’s role becomes even more valuable.

Buyers are more educated now than ever.

  • Sellers need a recurring delivery of value, which means overcoming continual objections far past the initial discovery. 
  • Sellers need to know how a buyer can take the product you’re selling and apply it to reach their next goal or outcome.
  • Be informed on how to drive the buyer’s next steps with the product you sell.

Technology allows a focus on customer understanding.

  • Frontline managers no longer need to remind sellers of internal practices but rather anticipate objections and understand solutions for buyers to progress sales.
  • Technology allows you to understand (as a sales manager) if your sellers are addressing the proper objections, utilizing the correct persona, and scheduling and identifying the suitable methods that will lead to a sale.
  • There’s a difference between understanding the objection and addressing the objection.
  • Sales leaders should be able to validate if sellers are hitting the right personas, if sellers are prioritizing the correct accounts, and if there is a process to qualify unaddressed accounts. 
  • If you don’t have a frontline manager program with defined competencies, your future of digital transformations will not progress easily.

Connect with Art on LinkedIn or email him at art@people.ai for more great content.

This episode is brought to you in part by LinkedIn Sales Navigator.

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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 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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