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

Episode · 9 months ago

How to Get Your Customer to Open Up Virtually w/ John Kaplan

ABOUT THIS EPISODE

In-person customer conversations have dwindled over the past year. While we are getting back to face-to-face meetings, many sales conversations are happening virtually. How do you get your customers to open up in a remote conversation? How do you gain that trusted advisor status over a video call? John Kaplan shares his best tips.

Here are some additional resources”

- Purpose Process Payoff

- https://forc.mx/3B4liDx

- Finding the Business Pain Podcast

- https://forc.mx/36F2YCE

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

... listening to the audible ready podcast, the show that helps you and your team's sell more faster. Will feat your sales leaders 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 AUDIBIL ready sales podcast. I'm Rachel Clap Miller, joined today by John Kaplan. Hi John, Hello Rachel. How are you John? Should we tell the listeners that we are in the same room for the first time? Yes, feeling a little strange, no masks, but feeling confident. Welcome back. How are we going to record this podcast if we're not looking at our computers the whole dout? I will, I will admit it. I did have to change a few things. Okay, so today's topic actually came from a listener and we are looking forward to...

...tackling it. How to get customers to open up virtually. So, John, what are your thoughts on this topic? It's a good one, given the environment right now. Yeah, I think we've all struggled with this topic. The pandemic has taught us a lot, but it's also created some great questions like this. I think it's a really relevant topic for the yeah, we were doing zoom calls before the pandemic, but perhaps we had more of an opportunity to meet in person more so than we do not now. And even as in person meetings are starting comeback, even as we are recording a podcast in person, John, there's likely still propensity to opt for the video call. So the question here is really how do we get that trusted advisor status virtually? Yeah, you know, Rich. I think this is a topic that's less about modality and more about striving to be that trusted advisor. So we should really focus on how to become a trusted advisor. I think...

...the rest kind of takes care of it itself. But you become a trusted advisor by helping to fix challenges presented by your buyers, and that's how you get people to open up. Virtually, you have to find something you can actually advise on. Right. Yeah, key to be a trusted advisor you have to be able to advise. So the first step, I would think here is to really get some sort of warm and introduction warm up the call. Find you're in that differentiates you from the tender and other people who are calling them. Yeah, I think this is a great topic. You know, you'll often hear us talk about warm calls versus cold calls. I actually don't believe in the concept of cold calls. As a matter of fact, I think most people have a massive aversion. The people that receiving those cold, cold calls know the difference between warm and cold. So you got to comb your network to find a connection. I'm much more willing to respond to someone who says they know someone I'm connected to or have some sort of connection...

...to force management. That always makes it a little warmer. So you should think of it. You know, your prospect is like a bull's eye. The DOT in the middle is them, one layer out is their department, another layer out is their company and an another layer out is their industry. So our job is to find relevant information that helps you peel back the layers, research the industry to determine potential pain points that would resonate for the buyer. There are industry pressures which create company pressures, which then create departmental pressures which turn into individual pressure. So that's kind of a good framework to think about. Yeah, love that concept of the Bulls eye in the key here is to really use that information to show you are lined to solving those problems. The best way to reach trusted advise or status is to advise on something. So I'll point people to that purpose process payoff approach. We talked about it a lot. It's linked in the show notes. That's a good frame...

...work to use. But all this comes down to really how you're approaching discovery when you're trying to earn that trusted devisor status or get people open up. Virtually you need to be a conscious communicator and we say it often, John, don't just run through your talk track. Yeah, I think you know. For me, discovery is really all about first sitting in the shoes of the buyer and taking that outside in approach. And so you need to have that buyer perspective, especially when you're doing discovery. And I think people get in trouble here a little bit because they sometimes they go do research and then they use that research in a way that's just awkward for the buyer. You can't assume that you know more about their business than they do. You should say, Hey, I read this in your investor report, I've worked with this customer and your space who you're dealing with. Demonstrate your relevance, but don't assume you know more than they do. Use Discovery to ask for validation...

...from them on the next step further the conversation, but don't do it in a way that you're seeing is just simply wanting something from them. If the next step is sending some content their way and you follow up with them later, then so be it. You know I call the slow dance. Everybody loves to be led, provided you can take them to a place that they can't get to on their own. So if you slowly peel away the onion and your pipeline and your eventual deal will eventually get greater and greater and greater and you'll be better for it. Right, that's slow approach, although it's hard to be patient right when we're trying to build pipeline and in a close opportunities. But that's really where the benefit comes from. Getting people to open up virtually trusted adviser. They don't want they want to feel like you have some need something from them. A tool I've seen our own people use is to stay on top of the marketing content that your teams are producing. Sharing...

...a new blog, a Webinar as a reason to reach out can also be very effective without being too pushy. Yeah, I think that's a great example, Rachel, and I think you know you and your team do such a great job with the content here at force management. So our sellers are constantly doing that. You still have to make the intro warm, so I just want to give a little caution. Here's what I'm seeing a lot of right now, at least for me. I'm Linkedin, I'll get a linkedin request, you know, followed shortly by a flurry of sorry to bother you. I hope I'm not being a past. If you have to write those comments, sorry to bother you. I hope I'm not being a past. It probably means that you are. So the same principles apply. Use Grade Tools, send me content, send me information, make it warm. Have a purpose process. Payoff for everything that you do. Be Purposeful for that. Don't just bug people. Right now, I think is as people are coming...

...back, whether it's prepandemic, during the pandemic, post pandemic, the concepts of purpose process payoff, making it all about them before you make it all about you has never ever gone away. So don't be tricked into thinking that modalities is more difficult, zoom calls are more difficult. They actually in my opinion, they actually are. Yeah, and that virtual slow dance we're doing. We have to remember that our nurturing, as I said, may take a little bit longer. We we may need to be more conscious of how we're building up that ability to get someone to open up to us. Give us a bottom line job. Yeah, so bottom line for me is you've talked about great things on this podcast. We've talked about preparation. You talked about the threepece purpose process payoff. I'm encouraging people to do call sheets in the morning. What is the list of the calls that you're going to make and what is the purpose process payoff for those calls and simulate those and if...

...you if you need to simulate those with a mentor simulate the those with a manager, really be hone your craft and in that way. And you talked about the importance of patients. You know, we talked about M and W. I just had somebody reach out to me last night from a recent engagement and they were like, you know, a lot of people are trying to go to like a CIO, to the executive level, and they were saying, I find it more helpful to enter a different levels and work my way around an account. And both of those are extremely important. You have to be patient and you have to build your mechanism to do like we've talked about before and podcast and M or W and. If you just trace an M or you trace a W and, it simulates at the user level, the manager level, the executive level, or at the executive level, the manager level, the user level. We're expecting to see. And the most elite sellers always do it. They move themselves around and are audible ready inside of...

...an account. So the point is you got to be patient and build your value proposition to go to multiple levels in an account, high, wide and deep. And the last thing is the importance of believing what you do matters. If it matters, they'll buy, because if you solve a problem better or differently than anybody else and by doing that you're creating a business, is a great business result. You have to believe what you do matters, it will show up in your approach, your communication, your preparation with customers, and they'll appreciate it. It will be warm, naturally, and not cold. Ah, that's great. Thank you so much, John, my pleasure. Thank you to all of you for continuing to listen to the audible already podcast. One of our most popular podcast episodes is the one you did, John, on finding the business pain, and that goes into what we're talking about here, so we'll be sure to link that one in the show notes. If you haven't listened to it, be sure to click on that and...

...find it. It's a really good one. Thank you, John, for joining me. My pleasure. All right, if thank you to all of you again 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,.

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