Tag Archives for " Good Fit "

Lesson.ly, Donald Kelly, The Sales Evangelist Podcast, Conner Burt

TSE 354: Sales From The Street-“Humanity In Sales”

Conner Burt, The Sales Evangelist Podcast, Donald Kelly We’re living in a very competitive world today and the major question is how do you stay up front of the curve? You could say you have the best product but others say the same thing too. How can you truly differentiate yourself from the rest of the guys out there?

Today, I’m talking with Conner Burt, the COO of Lesson.ly, a learning automation software that helps client-facing teams boost their productivity and he share with us one of their company’s best practices that keep them ahead of the pack by bringing in humanity in sales.

Here are the highlights of my conversation with Conner:

The concept behind Humanity in Sales:

Serves as a bedrock defense that if everything else goes wrong in the day and they’re hundreds of competitors in the space, you could still raise your hand and say you did it the right way.

How to start bringing humanity in sales:

  1. Recognize that you have a problem if you do or recognize if you’re doing it well.

Recognition is the first thing to keep your eyes on. Think about how you can get better at this.

  1. Be an expert in your space.

You have to understand your products and how they’re implemented. You have to understand the impact it has for the prospect. Without baseline expertise, it’s going to be hard to go above and beyond.

  1. Love The Platinum Rule.

Treat others the way they want to be treated (as opposed to treating others the way we want to be treated).

  1. Look for humility.

You don’t know everything. You’re learning just as the prospect is. It’s okay to say that you don’t know. Have an empathetic mindset that the prospect has fears. Attack it if it’s the right opportunity but turning deals away if it’s not the right fit is when humility comes in the most.

How to create a culture of humanity in sales as a leader:

  1. Nobody learns anything the first time.

You can’t just bring this up once a quarter. Coaching about this has to be part of your regular cadence of one-on-ones.

  1. Give sales reps the right to say no.

Give them the freedom to turn away leads when not the right fit.

  1. Coach them on what “good” looks like.
  1. Be a therapist, not a doctor.

The key to the sale lives within the person walking in the door. Ask such good questions that the prospect knows you get it or your business. Take a pause and ask the next deeper question. Get the answer that is 2-3 layers deeper.

Conner’s Major Takeaway:

Be a therapist, not a doctor. Figure out how it leads to your human element in sales and how that leads to your personal differentiator. At the end of the day, you want to be the person where the prospect is calling you and asking you more questions because you’ve cemented yourself as their therapist. But you have to earn that right over time.

Episode Resources:

Connect with Conner on their website Lesson.ly or send him an email at conner@lesson.ly.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

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The Sales Evangelist, Donald Kelly, Donald C. Kelly

Buyers Persona, The Ideal Customer, Donald Kelly, The Sales Evangelist

TSE 281: The Power Of A Buyer Persona

Buyers Persona, The Ideal Customer, Donald Kelly, The Sales EvangelistIf you’re thinking about scaling your business or you want to target a market full of buyers, well, you’ve got to think about developing a buyer persona first. Hmmm.. Do you have one? Or do you even need to have one? We hear a lot of people talk about buyer personas, avatars, and whatnot. But do you really understand how you can maximize and grow your business using the power of buyer persona?

That’s why I invited Adele Revella onto the show today to talk about all of that. Adele is the author of the book, Buyer Personas. She has 35 years of experience in the industry, sales, and marketing spaces as well as 15 years of training experience in product marketing, management, and sales specifically in the technology industry.

Here are the highlights of my conversation with Adele:

Keys to developing a buyer persona:

  1. Set the difference between sales and marketing.
  • The salesperson listens to and influences one buyer at a time
  • Marketing people influence a market full of buyers.
  1. Why you need a buyer persona:
  • To understand how to get a whole market full of buyers
  • To understand, in advance, how a buyer is going to react to your story and your message

When do you need a buyer persona?

  • If you want to scale your business
  • If you want to understand who to get a whole market full of buyers

Adele thinks everybody doesn’t need a buyer persona. For a really small company doing business with a handful of customers, go out there and listen to every person intensely and cater your message and strategy to that customer.

  1. Listening
  • Listen when buyers talk through a specialized  interview where you ask people who have just been through the buying experience that you want to influence.
  • Find people who have done that recently and get them to tell you the story.
  • Have them walk you through every step of the buying experience (what triggered them to make the investment, how they looked for a solution, and making that conclusion)
  • This is not the time for pitching. Your goal is to listen.

How to approach C-level buyers:

  1. Understand the C-level buyer’s role in the buying decision

The hamburger bun analogy:

The C-level person says yes to investing then turns it over to someone junior to him to investigate and figure out options before giving it back to him

  1. Be clear that they’re not going to choose who the supplier is

How sales teams can align with marketing to grow the business:

  1. Think of your jobs as similar.

Both have the common goal of helping the buyers.

  1. Understand how a market full of buyers think.

Understand their expectations, barriers to choosing you, and what you need to be prepared to talk about in every meeting

  1. Have conversations focused on the buyer.

Focus on what we know and what we don’t know and how to find out what matters to the buyers.

The quality of sales and marketing intersects with what the company offers and what the buyers are looking for

Adele’s Major Takeaway:

Start with listening. Listen to what the buyer wants and what their concerns and goals are. Find a way to get the time, energy, and skill to go out and understand how most buyers are likely to think about their goals and concerns.

Episode Resources:

Connect with Adele through her website www.buyerpersona.com or on Facebook

Adele’s book: Buyer Personas

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

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The Sales Evangelist, Donald Kelly, Donald C. Kelly