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

Episode · 3 months ago

5 Things to Do Before Your Next Sales Conversation


Get back to the basic sales fundamentals that help ensure great sales conversations. 

John Kaplan provides five things you can practice before you jump into that next prospect call. 

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

You have to approach the conversation witha buyer mind set. If you successfully map your solution to the buyers painsand provide proof that you can live up to your commitments, you know you'lltruly sell and negotiate a value firsts price. You are listening to the audible readypodcast, the show that helps you and your team's sell more faster.Will feat your sales leader sharing their best insights on how to create a salesengine that helps you fuel repeatable revenue growth, presented by the team a force management, a leader in BB sales effectiveness. Let's get started. Hello and welcometo the audible ready sales podcast. I'm Rachel Clap Miller, and oneof my favorite things to cover on the podcast is really basic sales fundamentals.I like it when we just get back to basics because they are so criticaland a lot of us do them without thinking about them now, but we'renever to experience for a refresher, so... we're packaging them up this fivethings to practice before your next sales conversation. Of course, John Kaplan joins metoday. Hi John, Hey Rachel. I think this is a great topicof just I call it sales hygiene. It's like waking up, brushing yourteeth and comb in your hair. So I really, really like theway you set these five topics up right, and the discipline that you need tobe a great salesperson goes back to those hygiene steps, you know.And any sales call you only have a short window to make the person onthe other end want to take next steps, want to even talk to you.So let's dive into these critical reminders. First Up, you're socalled elevator speech. Yeah, I think you know people love this topic, the elevatorspeech. You know, be prepared to talk about what you do, andthat's probably the question where asked the most. You know, how many times hasthe customer started the sales call with..., you know, tell meabout your company, tell me what your company does, and you got tomake sure that you have an answer that demonstrates your capabilities, the uniqueness andthe value provide your customers. And it's always best if you can make thesepoints by making them relate to what you know about the customer. I callit kind of outside in. Yeah, I think my classic line to theanswer as what to eat? What do you do? I always say Ido marketing for force management. We help high tech sales organizations generate more revenueper rev and I love it because it's very clear what we do. Butit's sometimes I they look at me like Whoa, she's got that nail down, and I do. It's about outcomes and that's what it's what we preach. I better have that down, Audib already. It's right. So anotherconcept we use the three piece. We've talked about it in some other podcastepisodes, but really a good thing to...

...practice. Yeah, I think thethree piece are incredibly valuable. When you're trying to get to busy prospects andyou're trying to get their attention, you have to structure and opening or alead in with succinct initial sales conversation, and the three piece or just kindof a great, great methodology. So first it's the purpose, the goalof the meeting. Why are you calling me? I mean you got toput yourself in the shoes of the buyer and here's where they're ask. Here'swhere they ask, why are you calling me? And so the next Pis process, define how the time will be spent, and so it's kindof the agenda. You know, what do you want from me if you'restanding in the shoes of the prospect? And the third one is the payoff. It's the relevant and tangible benefits that will peak the prospects interest. Thisis kind of the what's in it for... So articulating the three P'searly on in a conversation or even in the Agenda Demonstrate Your Business Acumen.It lets your prospect know you won't be wasting his or her time and theycan also help you ensure that the right people will be part of the conversation. You know, when you do purpose process payoff and you're talking about thatprocess and you're talking about the kinds of questions or the topics that you wantto speak about or to engage that prospect about, many times it's going toidentify other people in organization that could benefit. And I don't want you to shyaway from this, Rachel. I hear a lot like I say.So people say to me, so you talking about like sending an agenda,and I'll be like well, why not? And many times I find the reasonwhy people do not send an agenda is because they don't want the meetingto get canceled and that's just a competence...

...and conviction topic. So if youbelieve what you do matters, preparing yourself with purpose process payoff really gets yourmind right. Yeah, and, as we said at the hot new cellar, is above having to do these fundamentals, because the homework that you do beforea meeting, the coming up with your purpose process, payoff. OfOur colleague Frank as Aleno always says homework is respect and it's shows respect tothe people on the other side of that zoom call, other side of theline, whatever, whatever it is. So the next one, John,another good reminder. Listen. Yeah, yeah, you can never underestimate theability to effectively listen in a sales conversation. And you got to remember people don'tlike to be persuaded. They rarely argue with their own conclusion. Soyou have to help them see how your solution will provide them value by aneffective discovery process. You got to ask...

...the right questions and uncover the keypositive business outcomes that they're trying to achieve. And I like to talk about thatlittle I called the little enemy within, or that little devil on my shoulderthat every now and then I'll be on a sales call and I'll betalking and I'll hear this voice in my head that says, why are youtalking? Why are you talking? And if I can't follow that up withbecause you said, Mr Mrs Customer. The reason why I'm telling you this, Mr Mrs Customers, because you said, and if you can't do that,shut up, shut up. And so listen to that enemy within.When you hear it in your head and you ask yourself the question, whyare you talking, you better have a good answer. Yeah, I shouldcome up with a little gift of you, John Saying should yes, yes,okay. So number four, keep the focus on your buyer. Thinklike the buyer in all things. Yeah, we talked a little bit about this. You know this outside and approach.

You know you have to approach theconversation with a buyer mindset. If you successfully map your solution to thebuyers pains and provide proof that you can live up to your commitments, youknow you'll truly sell and negotiate on value versus price and at the same timeyou'll definitely, definitely minimize that price conversation or that price only conversation. Soimportant. And finally, number five, making sure before your next sales conversation. You are brushing up on relevant keyword, relevant proof points before you start thatconversation. Yeah, I mean you have to show that you can providethe value you promise. You have to be ready to provide proof points thatshow the tangible results your solution provided for another customer helps prospects see the valueand doing business with you. It's not a logo, it's not naming abrand or a logo. You have to...

...learn and tell the story. Aswe close, John, I mentioned it earler earlier. All of these fivetips, these basic sales fundamentals, come down to prep you can't underestimate thepower of preparation. Yeah, a famous basketball coach once wrote that the differencebetween stress and pressure is preparedness, and the most elite sellers are always themost prepared. And I like what frank as Aline said on this topic.You know, preparation shows respect and it will be in that preparation will beadmired and felt by the prospect. So it's just some this up, Rachelthe you know you're listing out. I like to see people get up inthe morning and list out the calls that they're going to make for the dayand then do the three p's and practice purpose process payoff. Be Prepared totalk about what you do in a way...

...that highlights the problems that you solveand how you solve them. Differently talked about. Really focusing on listening withthe intent to understand. So putting the customer first and make it all aboutyour buyer. Before you make it all about you. You'll earn the rightto make it all about you and then learn, prepare and tell great storiesas proof points to help your customers minimize risk. Those are five really goodhygiene topics that we can wake up with every morning, just like brushing ourteeth and calm on our hair. SRIGHT. Stick I'm on a post it note. Stick them to your computer keep them top of mind. Thank you, John, my pleasure. Right, and thank you to all of youwho continue to listen to the audible ready sales podcast. We appreciate it.John gets tons of linked to the messages and I love seeing the comments tothat. So many more people are finding...

...our podcast. It's so rewarding.If you like it, please rate US five stars. That helps other peoplefind us. To thanks again. At force management we're focused on transforming salesorganizations into elite teams. Are Proven methodologies deliver programs that build company alignment andfuel repeatable revenue growth. Give your teams the ability to execute the growth strategyat the point of sale. Our strength is our experience. The proof isin our results. Let's get started. Visit US at force MANAGEMENTCOM. You'vebeen listening to the audible ready podcast. To not miss an episode, subscribeto the show in your favorite podcast player. Until next time,.

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