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

Episode · 1 week ago

Key Things to Do After Every Sales Call

ABOUT THIS EPISODE

Get back to the basic sales fundamentals that help ensure great sales conversations and improved win rates. John Kaplan provides five things to execute after your next prospect call to own and improve your next steps.

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Don't over complicate it, create aframework in your mind and deliver on that framework through the entireengagement process, you're listening to the audible, ready,podcast, the show that helps you and your teams sell more faster willfeature sales leader sharing their best insights on how to create a salesengine that helps. You feel repeatable revenue growth presented by the team offorce management, a leader in bt sales affectin this let's get started hello and welcome to the audible, readysales podcast. I Rachel CLEP Miller. We post an episode a few weeks ago aboutkey things to do before a sales call, and today we're going to talk aboutthat post, sale. Call Hygiene John Caplin joins me today: Hi John, HeyRachel. How are you I'm good? I'm good, I'm ready to dive in and, let's startwith, you know we talk about post sales called hygiene, a big part of that ishaving a great close to that sales...

...conversation. So we have a concept thatwe've talked about on this podcast before owning the next steps in thosesales conversations. If you want great post sales call hygiene, you need tohave a clear understanding of the next steps. So John, let's start there, howdo you own the next step? But I think it's A. I think it's a really greattopic today and I think it really kind of makes me think about. It reminds meof the data that talks about the cellar deficit, disorder and the data saysthat buyer struggle with two things with sellers, the you know number one:they don't believe that we understand their business and they don't think welisten very well. So we constantly have to overcome what we call the cellardeficit disorder and it really really continues in post call follow up. SoI'd like to kind of have that as a backdrop for the theme of theconversation today, yeah and as you're having those conversation you're owningthat next step with the customer.

However, that conversation flows andwhen you're shifting to that great post sales called hygiene. That next step isgoing to feed what you need to do next, I need to make sure I'm following up onwhatever I need to, and you have to make sure you're doing great follow up,and the first step really is infective ly recapping. That meeting in yourfollowup be Nai yeah I mean when we think about it. There are three thingsyou need to gather from a customer when you're doing discovery, and we talkabout a lot. It's the positive business outcomes required capabilities andmetrics, and when I'm doing a follow up after a discovery session, I'mreiterating that we heard them as it relates to the the specific part of theconversation I'll even write in an email, something like hey. I appreciateyour time. I wanted to share my notes from the call to ensure I've heard youcorrectly and then I'm listing out...

...positive business outcomes requiredcapabilities and metrics. You know, as well as any negative consequences thatI heard in the conversation yeah. I think that's a couple of importantpoints from what you said. First, I think it's important in the in thatemail to say: Hey. Here's what I heard, but it might not be right so you're,giving that person the opportunity to share their feedback. I've kind ofreviewed some of these follow up emails for our own sales people and that'ssomething I always look for, because you don't want to make it seem like youdidn't you're like okay. Well, here's what I heard and I'm right so you haveto make it real position, is so you're asking for their feedback and then theother thing. I think that is important, especially when you're sharing thosenegative consequences to really pay attention to how you word them, becauseyou might not have really established a relationship with these people. Yet Imean it could be the first call, so you don't want to throw all their problemsin their face. You want to make sure...

...you're couching in them in a way thatyou're really trying to help them with those negative consequences. Ithink it does make for a longer follow up email, but it's important to talkabout the benefits that you see, John, when you take the time to recap. Thesemantra: components in that follow up. Email, yeah, really good, really goodconversation Rachel I mean first of all, great follow up, shows, respect and astandard of professionalism. You know that's first and foremost and secondly,it directly combats the cellar deficit disorder. Where you get an opportunityto say, I heard you and here are the implications to your business. Itshould also help you gauge the buyers, engagement and give them a chance todialogue with you post call. So you know, engage buyers will correct you.You know. They'll clarifythese are...

...great buying signals. So, like you said,you know, be careful you're, not lecturing to the customer. Take thetone of respect and professionalism says. This is what I heard you say: YerThe implications to your business on nailing the cellar deficit disorder andallow them a chance to clarify it's a it's, a great guide to start your nextconversation, so you know great, follow up with positive business outcomes,require capabilities and metrics will help. You stay focused on any gaps andallow you to plan your next conversation in order to close thosegaps. Yeah and the other thing that thinks true after your call is, is howyou can add value to them. Right now I mean even before the deal is closed.How can you add value as you move that sales process forward and they'removing their buying process for him yeah? You Know Paul de Moret at forcemanagement. I think he just does a really really good job with this I'veseen him. You know, there's a fine line...

...between being a past in your follow upand taking the opportunity being very, very professional and adding value notonly adding value by kind of what you heard in the business implications, butthinking through any marketing content or thought leadership that you canshare, that's relevant to continue the conversation. You know also rememberingproof points. You know what are relevant proof points you can sharewith them as you push forward through the next steps- and you know both theseideas begin to lower the risk in the buyer's mind of doing business with you,and it helps you know, build their confidence with not only you but yourorganization, your solutions and your business network. All of those youshould use and tap into to not only to continue the conversation but add valuewhile you're continuing the conversation yeah, we have a Weben ar that we'reworking on right now, around leadership,...

...accountability, driving alignment withWhittles, initiates and- and I know Paul you mentioned he used that Webenare just as a ration to connect with all of his accounts individually,another good example and absolutely yeah. For example, it's important toremember John, that as we're doing this, I mentioned long emails earlier, but itall does it have to be in one email. These ideas were shared could be partof separate communications. You are sending over over the course of a fewweeks of a cut of a few months. It's and it's probably our next post callsales hygiene tip stay connected to the account yeah. I mean if you got tothink to yourself that you're building a framework in your mind, so your jobis done, cover and get your buyer emotionally connected to their positivebusiness outcomes, required capabilities and metrics and afteryou've uncovered those and you've attached yourself to the biggestbusiness issues and you've influenced the decision criteria with yourdifferentiation and fully understood.

You know how they're going to measuresuccess, you're ready to share with them, how you do it, how you do itbetter and what your proof is. So that's the framework that you'rebuilding it might not happen in one call. It might not happen in oneconversation, but it's the framework of value creation and then how you'repivoting and then you know so you're using these sales calls and they shouldbe focused on basically filling out the framework. So you want to put yourselfinto a position to give what we like to call the ultimate summation. Can youimagine you're, following up with a customer you're saying, Mr Mrs Customer?These are the positive business outcomes that we've been talking about.Here's what you said is required in order to achieve those positivebusiness outcomes. These are the technical capabilities Owen by the way,I'm not saying this, but I'm internally. I know that they're highlydifferentiated for us with our...

...differentiation and here's, how yousaid you were going to measure success. Let me talk a little bit about how wedo that at our company. Let me tell you how we do it differently or better andwhere we've done it before so, we've often you know. We often talkabout purposeful by our contact. Your job throughout the process is to managethe framework share, relevant insights with them share what you're hearingfrom other customers and remind them of the next steps that you agreed upon,don't over complicate it, create a framework in your mind and deliver onthat framework through the entire engagement process. I know we have alot of customers out there who use medic or Med pick and you've talkedabout the but filling up. The buckets of the MONTRAPS tive business outcomeswere prit capabilities and metrics, but we also want to make sure through ourcalls. We are filling. U Up those...

...qualification but good, so to speak. Wealso want to make sure, after those calls that we are assessing where weare with qualifying the deal yeah I mean this is a critical process, butit's also pretty simple process. So after each and every conversation thatyou have with the buyer, you should visit medic or Med pick whateverversion of qualification you're, you know, you're utilizing, use it as an xray for your last conversation. What information have we validated and whatinformation do? We still need reiterate the qualified information in yourfollow up and let the gaps guide, both you and the customer to success. I'veoften shared Medick with a buyer and mapped out my assessment of the salescampaign with them. This works best. When working with your champions, yourchampion will love it. You got to try it. You know remember by the verydefinition of a champion. They want the solution as much as you do. It willhelp them guide their own actions with...

...the campaign internally. So it is apretty simple process overlay. It assess it over led after eachconversation that you have don't be afraid to share qualification with yourcustomer again great buying signals and that's such a such a great tip. I knowwhen we work with vendors were purchasing solutions in the marketingdepart in that force. I love kind of peeling back the letters and likelooking at this because often they are like you said helping us solve aproblem that I am dealing with every day, so I'm happy to go through thosethings and figure out what we need to do to to solve those problems yeah. Soas we're looking at the deal of the buckets, we've talked a lot about that.What will come to light often is some gaps, and you want to assess where youmay need some help from other people on your own team yeah, I mean remember simplifying again you'relooking to discover and uncover...

...positive business out. Comes you quirecapabilities and metrics through your discovery process, and you should belaborating all available resources, your managers, your technical resources,your post sales resources and other customers as well. So we tell ourclients. That is why having a common language of value and qualification iscritical, it keeps everybody focused and in sink yeah. Absolutely so I knowJohn a lot of people are out there listening the writing, notes orthinking about the calls they had yesterday, maybe this morning and andwhat they need to do so so, what's the bottom line here, wrap it up for us?Okay, so for me, sales is a process. It's not a series of events be prepared to demonstrate to yourbuyers through great discovery and act of listening that you understand theirbusiness and that you've listened to them, use a framework and commonlanguage around value creation. We talk...

...about positive business outcomes,required capabilities and metric and then pivot to how you do that, how youdo it better and where you've done it before after every call qualify yourinformation in your position with medic or whatever version of thatqualification you're using be disciplined in this way, because it iswhat elite sellers do. If you work for a company that helps you do this you'reblessed, if you don't ask them why they don't, and if you don't like, theanswer, go find a team that does because that team will winchampionships over and over again, and that is exactly what we want to do.Thank you so much for joining me for this conversation done by pleasure.Rachel all right and thank you to all of you for listening to the auto readysales podcast at force management. We're focused on transforming salesorganizations into elite teams, are...

...proven methodologies. Deliver programsthat build company alignment and fuel repeatable revenue growth, give yourteams the ability to execute the gross strategy at the point of sale. Ourstrength is our experience. The proof is in our results. Let's get startedvisit us at force. Management Com. You've been listening to the audible,ready podcast to not miss an episode subscribe to the show in your favoritepodcast player until next time.

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