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

Episode · 2 years ago

Metrics in the Sales Conversation

ABOUT THIS EPISODE

Why do reps struggle with metrics? It's likely because they're using them in the wrong way during the sales process. John Kaplan breaks down some tips in this short conversation. You can check out the blog referenced in the podcast here: https://www.forcemanagement.com/seller-blog/why-youre-struggling-with-metrics-in-the-sales-conversation

Hello, I'm Rachel Club Miller with force management, and I'm excited to add this new content to the podcast channel today because it's a topic that many of our clients struggle with and I think we're going to be giving people some really great, tangible tips to help them in their opportunities in their current pipeline. John Kaplan joins me today, John, today we're talking about metrics. Hey, good morning, Rachel. I think this is a another great topic, so thanks. Thanks for bringing it to the top. You know, I think this is an area that I've seen a lot of reps get tripped up on and I think the reason is that, you know, they're not using this concept in the right way with their buyers. So we're going to talk a little bit about that today. Right, that's important point. It's still an important concept, but you have to use it in the right way. So let's start with first defining metrics. Yeah, you know, so some have the perception that metrics are the only thing that the buyer cares about. They're important, but they're not the whole story. So let's talk about kind of what metrics are. Metrics are the way you measure required capabilities or the...

...requirements for a solution success. You need some proof and the implementation process that you're doing what you said you could do. If you're going to run a race, you need some sort of benchmark to know that you're on the right path. And and metrics help us focus on how we're measuring the capabilities of the solution, measuring the solution capabilities. And I've heard you say that the feedback you get sometimes is that when reps use metrics in those conversations, higher ups in the organization don't care about how they're measuring success. But that's really not the case and it often has to do with how the reps are using the metrics, using that topic in those sales conversation. Yeah, exactly. So you know, as salespeople we have the ability to adopt our conversation me as we go up and down in an organization. One of the ways I've seen reps get tripped up is by focusing too much of the conversation on metrics. So metrics are important, but it's how you use metric. As with...

...anything else in sales, you have to adapt your conversation to whom you're speaking. You know, remember we always say you get delegated to those that you sound like. So metrics help us focus on how we're measuring the capabilities of the solution. They don't necessarily solve the positive business outcomes. Your metrics are driving the outcomes, but they're not the whole story. You know, when reps tell me they're having trouble with metrics, it's typically because the metrics they're talking about aren't resonating with the people they're in conversations with. They're likely focusing too much on the metrics in the sales conversation because they are often technical in nature and therefore they won't get you very far as you work your way up the executive to the executive buyer. Yeah, that's that's a good point. They're often technical and in a nature and I know sometimes, John, you use this analogy of the house when making this point. So walk through that analogy to help the people listening visualize the concept you're talking about. Okay,...

...so let's say you're having a great conversation with a buyer who's at a lower level in the organization. So if it were a house, this person would be in a small room in a lower level. The windows are closed, the door is shut you're talking to them without consideration of the rest of the house. You know, you're so busy with this one person that you don't have any idea what's going on in the other rooms. So what do you do? You know you really have two choices. You know, leave that person behind and go out of the room and go to the other rooms, or the better choice, I believe, is to open the door, open the windows and connect this buyer to the rest of the house. Right, and metrics are part of that conversation, but they're not the only way to take that buyer to the rest of the house. No, they're not. So you know, require capabilities and metrics are typically at a technical level.

So you, as a wrap need to open the windows and translate those bullet points into the positive business outcomes. You've heard US say many times you need to attach to the biggest business issue facing the customer. That's what we mean. So when you take your technical buy or up the stairs with you, the metrics are important, but they are technical in nature. They aren't typically what a sea level executive is going to care about. It's not that they don't care about them, it's just that they believe that they have other people in their organization that should care about them when they're more technical in nature. So, therefore, you can't focus your conversations on the metrics alone. It's about the outcomes. Right now, outcomes is with that sea level is focused on. You know, if your solution, for example, let's say, decreases network latency by x number of milliseconds, that's important, that's in critical, but improving customer experience is that business outcome that that sea level executive is going to care about. So this is sort of what you're talking about.

Is You need to adjust your sales conversation based on what's top of mine to that particular decision Acre exactly exactly. You can't assume that the rest of your decision makers are going to understand the importance of those technical metrics. You know, considering the House Metaphor again, you know, they're important to the people in that one room. They impact the rest of the house, but they aren't the focus of the people in the rest of the house. You know, like upstairs, they're looking at the weather, if it's raining, when the temperature is increasing, racing and if there's a tornado on the way. Yeah, it's really about aligning to what's important to that particular to that particular person. It's all about being audible ready and remember it. You know, you said at the top you you get delegated to whom you sound like. So you want to make sure that you're focusing these sales conversations on what's important to that person in the room and then opening up the doors, opening up the window and getting to the other levels of the house. So, John,...

I kind of summed up some of your points there, but you're also great at giving a bottom line, and I'm sure you have one when it comes to metrics. Yeah, so you know, the bottom line for me is the best sellers I see today know how to integrate the technical conversation with the business conversation and this is where the required capabilities, metrics and positive business outcomes come together. And, as you said, you just have to remember you get delegated to those that you sound like. Make sure the people that you're targeting in a particular conversation you are prepared to sound like them. You'll find your answers in the intersection between require capabilities, metrics and positive business outcomes. There it is all right. Thank you all for listening. Thanks, John for breaking that down for us today, my pleasure. We have a great blog on this topic to so I'm going to go ahead and put that in the show notes. So go ahead and look at that and be sure to check that out. Thanks for listening, everybody.

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