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

Episode · 1 month ago

Executing a Single Selling Motion

ABOUT THIS EPISODE

As a seller, it’s not uncommon to feel overwhelmed by the numerous methodologies, tactics and processes that you are given to follow. How do you pull everything together fluidly without feeling as though you’re mindlessly piling on process after process? John Kaplan breaks down how to simplify all of these tools into a single, swift selling motion.

Here are some additional resources:

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

Companies. Your responsibility is to provide the knowledge and skills the sellers. Your responsibility is to consume those knowledge and skills and apply them with conviction. Every single day you're listening to the audible ready podcast, 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 sales engine that helps you fuel repeatable revenue growth, presented by the team at force management, a leader in BTB sales effectiveness. Let's get started. Hello and welcome to the AUDIB already sales podcast. I'm Rachel Clad Miller, joined today by John Kaplin. Hi, Rachel, hello, hello, hello. Today, John, we are going to talk about one of our favorite phrases, executing a single selling motion. A lot...

...of times, as sales reps, we are given a lot of tools, tactics and processes to follow right, and the challenge often comes from how do you, as a rep, pull everything together fluidly and in a way where you don't feel like you're just piling on process after process and showing up, just throwing up in front of your customer? I know you get this question a lot from reps, John. Let's just start with your high level advice. So this is like one of the number one problems in sales productivity. A company's tools and processes look like that drawer in the kitchen, you know, where you have all the crap stuffed in there. Nobody knows what's in there and therefore nobody goes in there, and so it's like the land of the misfit toys. Yeah, the land of the misfit choice. So let's just sort of give an example. Let's say you have some sales messaging tools that your company has given you to help with your conversation. You've got a...

...sales process and then you may be using something like Madde, a qualification tool, and then you've got your negotiation tools. How am I pulling these together into one single motion? Well, I think the first thing you have to realize is that these are not separate moments in time. They are tools to help you execute a great value based selling process and if they aren't, then you know we'll address that. We'll talk about that more in this podcast. But for the cellar, I want you to think of, you know, each of these tools and processes like arrows in your quiver. You know you're using every one of them to hit a target. And if you don't, if you pull on one of those arrows and the thing doesn't shoot or it never hits the target, you got to give that feedback back to the company or or, you know, the company should realize that you just not getting great outcomes for that. So, but for the seller and for the companies,...

...you should be thinking about how to put arrows in the quiver that allow the sellers to hit the target. Yeah, I love the analogy of these tools as being different arrows. You don't need them all at once. You might not need some of them and a certain times, and so that's a good way to maybe knock it overwhelmed and you want to make sure that you're using those tools to your advantage. They should be helping you work smarter and faster. So I'd love to hear your tips of how to leverage them at the right time and work smarter and faster. First of all, you should be working for a company that is asking that question every single day. So the first thing I would do. If you're not, we can talk about that, but you know, let's just assume you know that you are. You have to look at your customers buying process. First, how do they want to buy? Okay, now what is our sales and engagement process?...

That outlines how we assist our customers in this buying process. All right now, by stage and by roll. Who's doing what when? So if you've got that in in in a form, you're working for a company that's got them in a form, you're good to go. If you don't, you're going to have to answer those questions for yourself. So now what challenge is am I having in these stages? What knowledge and skills or requires hired? And then, boom, now we apply tools and methodology. So anytime anybody wants to add something to the selling motion, Rachel, I always ask why? What problem are you trying to solve? How does this idea, tool or methodology solve that problem? How does it solve it better than anything else that you know we already have or other things that are out there? And you know where, where have we successfully done it before? While we were at PTC, grant Wilson and I, the other you know cofounder force management,...

...both had a stint and sales operations and man we learned a ton in that job. But everybody outside of sales had an opinion about what sales should be doing. There were so many ideas and concepts being thrown around at that sales organization, of course with the best intentions, but it was overwhelming sometimes. And this is where grant and I came up with the idea and the concept of ensuring that you have an integrated sales motion, making sure that it's outside in, meaning customer buying process, first, and then aligning everything else to that. Such a good, good point. Outside in, focusing on your customer, focusing on on the buyer. That's that's the person or the people that really matter. I mean we've all been on those calls. I just had one last week myself, where you feel like you are being it...

...comed to or being brought through the latest sales training that the REP had. Yeah, right, and I'man part of the talk track, I'm part of the script. There's something on their sales process that that says, make sure you confirm that we are the preverred vendor. So the guy says, are you? Are we still the preverred vendor of this conversation? Preferred Vendor? We haven't even talked about anything yet. Why? Yeah, yeah, and what does that mean? Like if preferred vendor meant something to you? I mean I like what you're highlighting here, Rachel. Anybody listening to this, if you're a seller and you can't sit in the moment of your customers, either your customers pain or your customers reaction to your questions, do that sit in the moment of a customer, ask those questions like the one that got asked to Rachel, and are they going to know? Is Your definition of preferred vendor the same as they're? So use customer language, use the language that your customers are using. Stand in their moment of their pain, and...

I think that's a great dose of reality. We do it. We we make companies do it when they put together these sales methodologies and qualification criteria. We ask questions like so what? Like what does that do for the customer? Any seller listening, anybody that's asking you to do something with a customer, you have to internalize the so what what does that do for the customer? I think you'll be on really, really good ground. That's great, I think. Also, if to say another another way, John is too when you have all these tools, these arrows in your quiver, as a seller, it's your responsibility to deliver value for the customer or to sell on value, and so just take a step back, forget about the processes, for about the tools for just a minute. Right. We're not saying don't ignore them, but we're, I'm saying, take a step back and focus on the customer. Ask those questions John was saying. Ask So what?...

Because I know a lot of a lot of this comes to finding your own style, to take what your company gives you and adapting it, using it as tools when necessary, using the arrows in your quiver when it makes sense. If you focus on the outcome that you're trying to achieve and ensure your activities line up with the best practices in reaching that outcome, that's really what you're trying to do. Yeah, so are you ready for my bottom line on this one? PROBAYS, it's really eating at me a little bit as I'm listening to us through this podcast. I'm like, great companies, elite companies, they don't do this in a vacuum. Like we're talking to kind of sellers here and we're putting all the burden on the cellar and we're saying, Hey, you know, go into one of these escape rooms and you know, with all the stuff in there that your company has, and figure out if you can get out of the room successfully and make a sale. And that's just ludicrous, man. That's like, if you're a sales leader, don't create the junk D or in the kitchen, you know, the...

...land of the misfit toys. Be Purposeful with what you ask your sellers to do, based upon the value it provides to each step in the customers buying process. And is Rachel said. If you're a seller, encourage your company to provide you these tools and methodologies that help you accelerate the customers buying process and strengthen your value. If your company keeps you in the land of the misfit toys, go find another company who gets it and make sure you ask questions like what is this? What is the customers buying process? What does the sales and engagement model look like? And it should be aligned to the buying process. Who does what, when and how? What tools and methodologies do we use to assist the seller, you know, to add value in each step of the way? That's what it means to be elite. That's what it means to feel like. That's what it feels like to work for...

...for an elite company. So I'm speaking to both companies. Your responsibility is to provide the knowledge and skills the sellers. Your responsibility is to consume those knowledge and skills and apply them with conviction every single day, and that's how great character of an organization from an execution perspective gets created. Go be elite as Nice, John. That was good. I was feeling that one posible. We're feeling to do, and I will tell everyone we have done a podcast on how to make sure you're working for a great company. It expands on some of these points that John just made, so be sure to check that out in the show notes. And thank you, John, my pleasure. All right, and thank you to all of you for listening 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 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

NEW

Search across all episodes within this podcast

Episodes (170)