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

Episode · 4 months ago

Enabling the Internal Sell


No one can be everywhere at once and sometimes you can’t be in the room where decisions are being made. That’s why it’s so important that your buyer understands the benefits of your solution. In today’s episode, John Kaplan explains how to empower your buyer to be the hero of your sales story. This episode touches on a number of topics, including:

  • Starting your sales story with the end in mind so your buyer is excited for the desired outcome.
  • Attaching the sale to the issue you’re trying to solve.
  • Equipping your buyer to sell your solution to others in their organization.

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Once you get somebody excited about the destination, they are much more tolerant of the journey and open about the challenges of getting there. You're listening to the Audible Ready podcast, the show that helps you and your team's sell more Faster. Will feature sales leaders sharing their best insights on how to create a sales engine that helps you fuel repeatable revenue growth, presented by the team Enforce Management, a leader in B two B sales effectiveness. Let's get started. Hello, I'm Rachel claud Miller. Thank you for joining us on the Audible Ready Sales Podcast. Have you checked out our new platform as Sender. It has a lot of the same content that you're used to receiving on our podcast. It's an online platform. It's a subscription base, has content, curriculum, a community. Check it out my dot a sender dot co. Excited for this episode today. Today we're going to talk about how you can help people...

...sell when you are not in the room. John Kaplan, how you doing. I'm doing really good, Rachel. I I think you came on a really good topic for today. I think it's really, really, really relevant. Sellers are dealing with customers who they got multiple points of interest. They're having internal conversations, and you need the collective yes. And that yes is often built in part by the conversations that happened when when you know, like you said, when you're not in the room and and I'm just thinking, you know, with everything that's going on with the with the economy, and and you know, or just when economy is tightened, you can guarantee that more people and more steps will be added to the decision process. This is a really good topic. Yeah, I think you know, there's um you know from Hamilton's that I want to be in the room where it happens.

Sometimes it's happening and you're not in the room. Right. You might be selling into that marketing department, but that marketing department might not have a final say. They're having other conversations about whatever initiative you're aligned to. They might have to get sales involved for example, ops uh. And it's it's more than just enabling a champion, because the person you need to enable uh inside that company may not be a champion. They may not be a coach. They're just probably a communicator, someone who's gonna tell your story on your behalf within the company, and they're interested. They may be interested in your solution, and they might need to get others interested in order to move it forward. And this can happen at any point in the sales process. So how do you enable these types of conversations? John, I like your use of the word story, so, you know, I take it back to storytelling and aligning it to the critical components of the deal. Elite sellers are the ones that have the ability to tell a story. Um, you know,...

...they take people from the current state and talk them through how they can get to a future state, and then what are the outcomes they're looking to achieve, and how do they plan to get there, and how are they measuring success? So you know what you once you get somebody excited about the destination, they are much more tolerant of the journey and open about the challenges of getting there. I love that once they're excited about the destination, they're more tolerant of the journey. So when you're talking about those critical components of an opportunity, you're really layering all of them against the biggest business issues of the customer, which relate to the destination you're talking about. Yeah, that's the beauty of attaching to the biggest business issue. It makes it galvanizing for all who hear them. And in a way, it takes the focus off of... selling something as the seller and it puts the focus on them or the buyer being collaborative inside their own company solving a big business issue for that company. And I like to say, you know, give your buyer the opportunity to be the hero in the story. This is the way that that the champions are born. Right when you have those elements uh in the deal, your solution requirements, what's required to get them to the destination? What is the destination, the outcomes, the metrics the story. You want to make sure that your chief contact, the person you want to have that conversation, is enabled to have it in a way that helps your case. What tips do you have for that, John? What have you done in the past that you have found to be successful. Yeah. So, once you've created the story through what we call positive business outcomes and required capabilities and metrics, you not truly earned the right to finish the story with how you do it... the selling organization and how you do it better and what proof you have where you've done it before. So you're helping the customer internally, You're you're helping them identify others who need to hear and connect with the story. So remember your goal is to make it their story, to make them the hero in this story. So give them the slides you know that outline the key parts of the deal. You may call it a you know, a walk around deck. We use the term here a at force management of what we heard slide. Uh. That's a telltale sign when somebody asks you about that, like can I have that? That they're getting ready to go tell the story from their point of view to others. Uh, and those others who need to hear it inside their own companies. And that's part of your job. Your first you got to under dan the story, and then you help...

...other people be the hero and the story, and then you help them go tell the story. That's great, John, and you want to make it. You want to make it easy for them. So yes, you can give them the walk around deck, but there might be some other things that you can do that go beyond it. I have helped people write email templates before I've sent them an email temple like hey, when you share this here's an email templates to share. Um, I know that you've like role played, for example, what are some other ways that you've you've gone beyond just passing along the slides. Yeah. I like to think of always beginning with the end in mind for you and the buyer, So let them think about what it's going to feel like on top of the mountains, and then work backwards with all the steps and all the people involved to get there. And I call this a reverse timeline. And you know my favorite questioning and reverse timeline is and then what happens? And then what happens? And then what happens And what you'll find is ofico, people that you haven't talked about so...

...far with this buyer are going to pop up in this conversation and it will allow you to immediately have a conversation about what's that person's role in this decision. And then, like you said, I like to role play with people. I like to you know, we'll let me be that person and I like to ask them questions like so what and says who? So what? You know, why is that important for us? So? What's the big business issue that it impacts? You know? Why is it any different than anybody else that you've talked to out there. So we got to get ready for our differentiation and and where have they done it before? So I like play the buyer with my champion or my coach or my potential champion. So role playing on a reverse timeline is some of the best advice that I could give you to to really identify who else is going to be involved in this process and what might they care about. And when you talk about we've mentioned a word to elite a lot, and when you talk about what it takes to be elite, it's going above and beyond. It's doing these extra things.

Another phrase we use sales as a game of inches. All these things add up to give you more inches in in those opportunities you're trying to move forward. John, give us a good bottom line to wrap up. Yeah, you know again. I think the bottom line is you need to tell a story. I've said that, you know ten times in this little segment. You need to tell a story not only in a way that resonates for the buyer, but help them and mostly connect to it by helping them make it their own story and and really help them identify with how they can be the hero and the story and when they make it their own story, they go out of their way to sell it to others. All right, thank you John, my pleasure go get them. Yes, find the story. And I'm just gonna put in a little plug here for myself. We are doing these podcasts every week, we're publishing them and we're coming up with context. We get some great content ideas from you. If there is something you...

...want to hear on the podcast, go ahead and um mention it on our LinkedIn page. Let us know in our new platform as sender. You can email me personally, reach out to me on LinkedIn. I'd love to hear your ideas. We want to deliver content that is valuable to you, so don't hesitate to reach out if you want to hear us cover something on the podcast. Thank you for continuing to listen to the Audible Ready Sales 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 team 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 management dot com. 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, s.

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