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

Episode · 7 months 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 a framework in your mind and deliver on that framework through the entire engagement process. 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 audible ready sales podcast. I Rachel Clut Miller. We post an episode a few weeks ago about key things to do before a sales call, and today we're going to talk about that post sale call hygiene. John Kaplan joins me today. Hi John, Hey Rachel, how are you? I'm good. I'm good. I'm ready to dive in and let's start with your talk about post sales call hygiene. A big part of that is having a great close...

...to that sales conversation. So we have a concept that we've talked about on this podcast before, owning the next steps in those sales conversations. If you want great post sales call hygiene, you need to have a clear understanding of the next steps. So, John, let's start there. How do you own the next step? But I think it's a I think it's a really great topic today and I think it really kind of makes me think, think about. It reminds me of the data that talks about the seller deficit disorder and the data says that buyer struggle with two things with sellers. So you know, number one, they don't believe that we understand their business and they don't think we listen very well. So we constantly have to overcome what we call the seller deficit disorder and it really really continues in post call follow up. So I'd like to kind of have that as a backdrop for the theme of the conversation today. Yeah, and as you're having those conversation you're owning...

...that next step with the customer. However that conversation flows and when you're shifting to that great post sales call hygiene, that next step is going to feed what you need to do next. I need to make sure I'm following up on whatever I need to and you have to make sure you're doing great follow up, and the first step really is effectively recapping that meeting in your follow up. You now. Yeah, I mean, when we think about it, there are three things you need to gather from a customer when you're doing discovery, and we talked about a lot. It's the positive business outcomes, required capabilities and metrics, and when I'm doing a follow up after a discovery session, I'm reiterating that we heard them. As it relates to the the specific part of the conversation. I'll even write in an email something like hey, I appreciate your time, I wanted to share my notes from the call to ensure I've heard you correctly, and then I'm listening out positive business outcomes,...

...required capabilities and metrics, you know, as well as any negative consequences that I heard in the conversation. Yeah, I think that's a couple of important points from what you said. First, I think it's important in the in that email 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 of reviewed some of these follow up emails for our own salespeople and that's something I always look for, because you don't want to make it seem like you didn't. You're like, okay, well, here's what I heard and I'm right. So you have to make it real. Position is so you're asking for their feedback. And then the other thing I think that is important, especially when you're sharing those negative consequences, to really pay attention to how you wear them, because you might not have really established a relationship with these people who had I mean, it could be the first call. So you don't want to throw all their problems in their face. You want to make sure you're couching in them in a way that you're really trying...

...to help them with those negative consequences. I think it does make for a longer follow up email, but it's important. So talk about the benefits that you see, John, when you take the time to recap these mantra components in that follow up email. Yeah, really good, really good conversation, Rachel. I mean, first of all, great follow up shows respect and a standard of professionalism. You know, that's first and foremost. And secondly, it directly combats the seller deficit disorder where you get an opportunity to say I heard you and here are the implications to your business. It should also help you gage the buyers engagement and give them a chance to dialog with you post call. So you know, engage. Buyers will correct you. You know they'll clarify. These are great buying signals. So, like you said,...

...you know, be careful you're not lecturing to the customer. Take the tone of respect and professionalism says. This is what I heard you say. Peer the implications to your business on nailing the seller deficit disorder and allow them a chance to clarify. It's a it's a great guide to start your next conversation. So you know, great follow up with positive business outcomes required capabilities and metrics will help you stay focused on any gaps and allow you to plan your next conversation in order to close those gaps. Yeah, and the other thing that's me true after your call is is how you can add value to them right now, I mean even before the deal is closed. How can you add value? As you knew that sales process forward and they're moving their buying process Ford. Yeah, I you know Paul Demore at at force management. I think he just does a really, really good job with this. I've seen him. You know, there's a fine line between being a pest...

...in your follow up and taking the opportunity being very, very professional and adding value. Not only adding value by kind of what you heard and the business implications, but thinking through any marketing content or thought leadership that you can share that's relevant to continue the conversation. You know, also remembering proof points. You know what are relevant proof points you can share with them as you push forward through the next steps. And you know both these ideas begin the lower the risk in the buyers mind of doing business with you and it helps, you know, build their confidence with not only you but your organization, your solutions and your business network. All of those you should use and tap into to not only to continue the conversation but add value while you're continuing the conversation. Yeah, we have about a Webin are that we're working on right now around leadership, accountability, driving alignment with it was sellen isitiatives and and I...

...know Paul you mentioned he used that Webin are just as a region to connect with all of his counts individually. Another good example, and absolutely, yeah, example. It's important to remember, John, that as we're doing this. I mentioned long emails earlier, but it all doesn't have to be in one email. But these ideas were sharing could be part of separate communications you are sending over over the course of a few weeks at a key of a few months. It's and it's probably our next post call, sales hygiene tip. Stay connected to the account. Yeah, I mean if you got to think to yourself that you're building a framework in your mind. So your job is done, cover and get your buyer a mostly connected to their positive business outcomes, required capabilities and metrics. And after you've uncovered those and you've attached yourself to the biggest business issues and you've influenced the decision criteria with your differentiation...

...and fully understood, you know how they're going to measure success. You're ready to share with them how you do it, how you do it better and what your proof is. So that's the framework that you're building. It might not happen in one call, it might not happen in one conversation, but it's the framework of value creation. And then how you're pivoting. And then you know. So you're using these sales calls and they should be focused on basically filling out the framework. So you want to put yourself into a position to give what we like to call the ultimate summation. Can you imagine you're following up with a customer and you're saying, Mr Mrs Customer, these are the posit the business outcomes that we've been talking about. Here's what you said is required in order to achieve those positive business outcomes. These are the technical capabilities. Oh and, by the way, I'm not saying this, but I'm internally. I know that they're highly differentiated for us with our differentiation.

And here's how you said you were going to measure success. Let me talk a little bit about how we do that at our company. Let me tell you how we do it differently or better and where we've done it before. So we've often, you know, we often talk about purposeful by or contact. Your job throughout the process is to manage the framework, share relevant insights with them, share what you're hearing from other customers and remind them of the next steps that you agreed upon. Don't overcomplicate it, create a framework in your mind and deliver on that framework through the entire engagement process. I know we have a lot of customers out there who use medic or Medpick and you've talked about that. But filling up the buckets of the mantra positive business outcomes are private capabilities and metrics, but we also want to make stuarts. Through our calls we are filling up those qualification but good so to speak. We...

...also want to make sure, after those calls, that we are assessing where we are with qualifying the deal. Yeah, I mean this is a critical process, but it's also pretty simple process. So after each and every conversation that you have with the buyer, you should visit medic or met pick whatever version of qualification you're you know you're utilizing. Use It as an x ray for your last conversation. What information have we validated and what information do we still need? Reiterate the qualified information in your follow up and let the gaps guide both you and the customer to success. I've often shared medic with a buyer and mapped out my assessment of the sales campaign with them. This works best when working with your champions. Your champion will love it. You got to try it, you know, remember by the very definition of a champion, they want the solution as much as you do. It will help them...

...guide their own actions with the campaign internally. So it is a pretty simple process. Overlay it, assess it, overlay it after each conversation that you have, don't be afraid to share qualification with your customer. Again, great buying signals. That's such a such a great tip. I know when we work with vendors or were purchasing solutions in the marketing department for is, I love kind of peeling back the layers and like looking at this because often they're, like you said, helping US solve a problem that I am dealing with every day. So I'm happy to go through that those things and figure out what we need to do to solve those problems. Yes, so as we're looking at the deal the buckets, we've talked a lot about that. What will come to light often is some gaps and you want to assess where you may need some help from other people on your own team. Yeah, I mean remember simplifying again, you're looking to discover and uncover positive business outcomes.

Require capabilities and metrics through your discovery process and you should be leveraging all available resources, your managers, your technical resources, your post sales resources and other customers as well. So we tell our clients. That is why having a common language of value and qualification is critical. It keeps everybody focused and then saying yeah, absolutely. So I know, John, a lot of people are out there listening the writing notes or thinking about the calls they had yesterday, maybe this morning, and and what they need to do. So what's aboutomline 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 your buyers, through great discovery and active listening, that you understand their business and that you've listened to them. Use a framework and common language...

...around value creation. We talked about positive business outcomes require capabilities and metrics, and then of it to how you do that, how you do it better and where you've done it before. After every call, qualify your information in your position, with medic or whatever version of that qualification you're using. Be Discipline in this way, because it is what elite sellers do. If you work for a company that helps you do this, you're blessed. If you don't, ask them why they don't, and if you don't like the answer, go find a team that does, because that team will win championships over and over again, and that is exactly what we want to do. Thank you so much for joining me. For this conversation, John, my pleasure. Rachel. All right, and thank you to all of you for listening to the auto already 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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