The Audible-Ready Sales Podcast
The Audible-Ready Sales Podcast

Episode · 2 years ago

21. Creating an Audible-Ready Sales Organization w/ John Kaplan


This topic is so important we named our podcast after it. 


In this episode, John Kaplan explains what it means to have an ‘audible-ready’ sales organization. He covers the five power plays of an audible-ready sales team and how sales leaders can equip their teams tools that enable them to keep the focus on their buyer.


Check out this and other episodes of The Audible-Ready Podcast at Apple Podcasts, Spotify, or our website.


Here are some additional resources focused on being audible ready: 


- How to Ensure You're Audible-Ready in Your B2B Sales Conversations;


- What’s the Meaning of Command of the Message;

You want to negotiate on the cost of the pain, not the cost of the solution. So building your value throughout the sale cycle allows you to prevent the buying decision from coming down to the lowest common denominator, which is always price. You're listening to the audible ready podcast, the show that helps you and your team's sell more faster. will feature sales leader sharing their best insights on how to create a sales engine that helps you fuel repeatable revenue growth, presented by the team afforce management, a leader in BTB sales effectiveness. Let's get started. Hello, thank you for joining us for the audible ready podcast. I'm Rachel Club Miller, joined today by John Kaplin. Hey Rachel, how are you good John? I hope you're doing well as well. Today we're going to go back to real basics and talk about the concept of audible ready. That's the namesake of our podcast. We know it comes from American... It's a term you hear there and we've explained the term before, but give us a quick explanation of what it is, John, so I think in the simplest terms it means that you have to be ready for whatever comes your way. But specifically when in athletics or any type of competition, when you come to the line of scrimmage, the play that you run depends on what you see on the other side. So for sellers it means that what I say depends upon what I see and here from the customer. Yeah, it's a great goal, something that we reach for an every sales conversation. But how does it manifest itself for you as salespeople, and how do you know if you're audible ready? So we're going to go through five power plays to make sure you're audible ready. First one, an audible ready salesperson knows the buyers pain. Yeah, and and in order to do that, you do that by asking great discovery questions, and we call them two sided...

...discovery. So what we mean by that is you're learning by the answers to the question as the seller, but the customers also learning from their answers to your question. And we use things like Ted questions. Ted, so tell me about, explain for me and describe for me, and that allows you to learn more about your prospects business and at the same time it gives the prospect the opportunity to learn by answering and by opening up those questions with tell me about, explain for me, describe for me. That is a great, great premise of asking great questions. And then you really got to listen to your prospects answer. So showing that you understand the customers business and demonstrating integrity and genuine concern for their situation is key. And then, lastly, establish a direct connection between your prospects pain and your solution by focusing the conversation...

...on solving your prospects pain. This encourages your prospect to work harder to understand your solution. Yeah, I think we've all been on the receiving end of a vendor car sales call where you know that they're just going down their question talk track and not really not really listening to your answers, but listening to the answers and then building that connection to your solution. Is that part of that first first car play? So the next one is an audible ready sellar connects the solution to the organization's biggest problem. Yeah, that's pretty that's really important and in order to do that you want to do a few things and one of the first things you want to do is to create an advocate inside the organization, and you do this by making your prospect feel understood. It also opens the door to conversations about the organization's other pain points. So next,... want to try to become a trusted advisor, and you do that by discussing the, you know, the organization's biggest pain points and paving the way to meetings with higher level decisionmakers. And then, ultimately, you want to hit your wagon to the brightest star, and you want to do that by tying your solution to the organization's largest business problems. This will increase your base of support for your proposed solution. Yeah, and then the third one. Once you understand those two points, an audible, ready seller communicates from the buyers perspective. Yeah, really good and and you want to make sure in order to do that, you want to make sure that you define value in the eyes of the buyer. So, above all, buyers want a solution to their problems. That's why the value of your solution should always be defined in the eyes of the buyer, not the seller. And also, you want to skip the laundry list of product features. So focusing on this...

...laundry list creates the impression that your solution is more than the buyer needs and therefore you can come off as too expensive, and you don't even know it until you hear him say it. And lastly, you want to explain exactly how your product will solve your prospects most pressing business problem. So your value proposition can be your blueprint to present your product in ways that help the prospect recognize that you have the perfect solution for his or her pain. And then an audible, ready seller introduces relevant competitive differences, and this is important early in the in the sales cycle. Yeah, this is a really, really critical point. So you have to learn how to focus on what's better. If the buyer can't differentiate your solution from the competition, they often assume that all the solutions are similar in value. And you also need to introduce relevant...

...differences, as you said, early in the sale cycle. So asking the right two sided discovery questions allows you to introduce relevant differences early in the customer conversation and influence the buying criteria along the way. And then, lastly, on this point, you want to negotiate on the cost of the pain, not the cost of the solution. So building your value throughout the sale cycle allows you to prevent the buying decision from coming down to the lowest common denominator, which is always price. Yeah, the last one to cover is that an audible, ready seller clearly and consistently articulates the value of its product or service. Yep, and again, you know it. We got a big focus on value here. If you've asked the right two sided discovery questions and really listen to the answers, you should already have a clear idea of your prospect's main pain points and be able to define what value means in their eyes.

So you also want to make the conversations resonate with the buyer and for the buyer. So your team should be equipped with an audiblelready messaging framework to provide the tools you need to understand and describe the value of your offering. And lastly, it's critical that you adopt a common approach to deliver your companies value proposition. So have your company's entire sales team aligned around a common approach that clearly articulates and delivers the company's value proposition all the way from the sellers and the organization to the customer success people. To implementation, to products, to engineering. You need to have a common language throughout the entire company in order to deliver that value proposition in the moment of truth. Yeah, okay, so quick I'm going to wrap them up. Audible ready sales people understands...

...the buyers pain. They connect their solutions to the organization's biggest problem, they communicate from the buyers perspective, they introduce relevant competitive differences early in the sales cycle. And an audible ready sales people clearly and consistently articulate the value of the product and services. And John, we always say that sales is a game of inches. We use that phrase a lot and these are the things that you know when we're talking inches. These give you the edge, especially in a tough sales environment. Yeah, and and so, like you said, it does come down to those kind of those short bursts of greatness. And but I don't want you to overcomplicated anybody listening on the on the podcast here. So my big summary on this is be audible ready by first standing in the customers moment of pain. That's point one. Then help them get a mostly connected to that at pain and establishing urgency to fix it with great two sided discovery questions. That's the next big point that you have to conquer.

Then you need to know your differentiators and you got to utilize them to influence the buyers decision criteria. And then, lastly, really focus on your solution and how you speak about it in ways that specifically speak to the differentiated decision criteria. So, if you're a leader in a company and you're listening to this podcast, don't leave this to chance. Get Your company aligned and consistent around these things. That's what elite companies do. Well said. Thank you so much, John, great discussion. Go out there and be audible ready. Thanks for listening to the audible ready podcast. At force management, we're focused on transforming sales organizations into elite teams. Are Proven methodologies deliver programs that build company alignment and fuel repeatable revenue growth. Give your teams the ability to execute the growth strategy at the point of sale. Our strength is our...

...experience. The proof is in our results. Let's get started. Visit US at force MANAGEMENTCOM. You've been listening to the audible ready podcast. To not miss an episode, subscribe to the show in your favorite podcast player. Until next time,.

In-Stream Audio Search


Search across all episodes within this podcast

Episodes (198)