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

Episode · 2 years ago

The Single Selling Motion

ABOUT THIS EPISODE

If reps are overwhelmed at combining sales messaging methodologies with qualification and negotiation processes, John Kaplan breaks down a way to simplify it all into one single selling motion.

Hello Welcome to the Force ManagementPodcast, I'm Rachel Clapmiller joined today by John Caplin Hi, Rachel HappyNew Year and happy New Year to the audience. Yes, thank you for joining metoday, John. Thank you to all of you for listening. I am really excitedabout this podcast because today we're going to talk about executing a singleselling motion a lot of times as sales reps. we are given a lot of tools andtactics and processes to follow and the challenge can come when we're thinkingas a rap. How do I as a rap, pull all these tools together, fluidly in a waywhere you don't feel like you're, just piling on process after process andthis tool? That tactic and John? I knew you get this question a lot from rapswho have gone through many of our programs. I know people in the fieldget it a lot as well. Let's just start sort of give hem that thought I just outline. What's yourhigh level advice for people who might be feeling that g yeah, I think it's a really really goodconcern and a really valid concern...

...anytime. You pile a ton of process, aton of methodology, and I love how you said: Executing asingle selling motion. It's really the job of the company to this providingyou know these concepts to really think about that selling motion and theadvice I always give t is to always keep it simple and practical for thesellers, and so what I'd like to do today with you is just kind ofhighlight how we might do that and how we do that with our methodology. Bicaus. Sometimes when you try to keep things simple, that's always it'sharder to create those tactics and tools in a way that is simple for thesales people, that's where the real power comes from. That's right! So let's talk about thistoday, I'm just going to frame it as it relates to what what we do at forcemanagement if you're listening and you haven't had US bear with US- you'restill going to get some value from this conversation. But you know it might be a differentmethodology that you're using so let's...

...just say your rep and you lear in command of themessage, and you have that value framework to help you guide throughthat value. Based conversation, you got that, then you do commaand of the saleand now you're aligning that framework with your organizations. Customerengagemne process the qualification process, something like medic orMedpick, whatever you'r using and then you've got negotution training so nowyou're executing that negotiation framework, as well as doing the Valubased conversation and qualification. So how am I pulling these together intothat one single motion? Yeah? Well again, I think it's a reallyreally valid question and Balli concern. I think the first thing that I'd say isthat these are not separate moments in time. You know their tools andmethodologies and processes to help you execute a great value basedconversation and great qualification, their tools theyre. You know, you know,think of them like arrows in your...

...quiver, no you're using every one ofthem. You know, but you're using them in amoment of time, but they're all aimed to hit the target, so the job of thecompany or the people that are providing these resources are to makesure that these you know arrows are very, very easy tofull out in that they work to hit the target yeah. I think you know that's a reallygood way to think of. It is just different arrows in your quiver, soyou're not getting overwhelmed. I think the focus here is to focus on the buyer, focus on the endgame of where owhere you starting and where you're going to get to and all ofthese processes are tactics or methodologies are really just helpingyou to move along that process in a more efficient way. So you shouldn'tget overwhelmed at them, but really take a step back, focus on the end gameand figure out how to leverage leverage them to your advantage and helping youwork smarter and faster. So how do I do...

...that? What am I doing in that salesprocess? Yeah? I thank you. I mean think youmentioned like four methodologies or four processes or for things that werekind of commonly known from and or for, let's, let's make it simple and let'sbreak them down, you know so when you think about things like command of themessage Youre, you know first think about the customer conversation, andyou know some rules of thumb. Are you need to make sure that you'rethinking about making it outside in more about the customer and less aboutyou and then the timing kind of switches in the motion? And then youget to make it more about you and so for the people that know us there's three things, but even if youdon't know us, every sales conversation should really be about there's threethings: You're taking away from a customer, their Pasi Te Businessoutcomes, their technical required...

...tosabilities to achieve those positivebusiness outcomes and then how they're going to measure success. That startswith an outside in tot process, and then it flips to an inside out whereyou get to make it all about you with how you do it, how you do it betterthan proof points? So that's one motion, that's one Arrow! If you will now, Iwance you think about the next part of the motion, so the first part was aboutcreating value. Now we have to capture the value and deliver the value, and wedo that through having command of our sale. So creating a customerconversation is only fifty percent of the battle you know now you have tocapture the value that you've created in the sales process and just somerules thof thumbs to think about. There is you're mapping it to the customers,buying process and you're, focusing on critical activities Byrole by stage andthinking about kind of WHO's. Doing what when and then the only other twothings that you mentioned. Rachel were...

...about qualification and negotiation,and so I want you to think about this motion of creating value and capturingvalue. Now we're overlaying qualification criterionic for those ofus who know us. You've heard about metic or metpick: that's thequalification criteria, that's just built into those critical activities,and then negotiation is nothing more thancritical activities to make sure that we capture the value that we've created,and so I think people this is a misnomewhere people get too caught upin this kind of concept of you know, negotiation as an event. It's reallynothing more than a process that begins with critical activity early in thesales conversation early in a sales process to ensure that you capture thevalue that was created so there's kind of like four arows that a lot of peoplelook at them and go my God. We've got...

...to have messaging, which gives us tomand of our message. Wee got to have a great sales process. We've got to havefaulticases Priteria we've got to have negotiation principles, and these areall methodologies that we need to just simplify it. It's really about creatingand capturing value. That's it yeah, it's almost as you're as you'retalking what I'm thinking of is kind of this you're just pulling through thatthose these tools along that process, andit's really, I think, when you talk, you mentioned ut with negotiation. It'sreally thinking about this whole thing as a process, and that takes a mindsetshift. So it's not just all these layers moments in time and what you dohere and what you do next and what you do, what you do in the future right, if youare focused on delivering that value, creating the value for your customercapturing that value and being boght Byer focuse on those pbos required,popabilities and metrics. You can't go wrong. No, no, and I like how you started thisconversation off. You talked about a...

...single motion and when I really thinkabout, I think about athletics, or I think about you- know those some thingsthat really in order to turn something into a predictable kind of singlemotion, kind of fluid you. You need to first understand the principles of themotion, because if you just take something- and you see something Yo say:okay, I'm going to go. Try to replicate that now, you're replicating a bunch ofmotion or a bunch of mechanics. Then you really don't understand kind of thasingle fluid concept of it, and so I really want people to think about that.No matter what methodologies, what activities Yourebeing asked to do or companies are asking their sellers to do you need tokeep in mind what that full motion looks like and how they're allconnected just throwing a bunch of motions at Hem during a bunch ofmethodologies at I'm, a bunch of qualification principles at them? If Ican't turn it into action on the field...

...that produces results than I need torelook at it mean that's, how we always say getting a little inset out right now,when we talk about commanding the message and we talk about that valueframework, I write it all the time on the website. Hey, it's not a script.It's a navigational aid to help you maneuver through the process to helpyou build those layers for your buyer in order to help that person reach thePBOS are trying to achieve. I think that's absolutely right and ayou know. I saw something the other day, some kind of like my favorite showslike Seinfeld and some of those things, and I really think about like how thoseshows start. is they all start with a script? Then they sit down like the dayof of the day before I don't know exactly the timing of it, but they readthrough the script and it doesn't become amotion a single motion. Itdoesn't become fluid until they first understand the SCRIP, so you're, givingthese scripts you're, giving these...

...methodologies out you're, giving theseprocesses out, and you got to give your people the chance to turn them intotheir own turn them into their own fluid. You know capabilities, and thatonly comes with the right expectations and you know making it simple andmaking it very relevant to the task at hand right you open with that, andthat's probably, I would say if I had to protect your bottom line, is reallyto. If you have. You know that your rapsneed these these trainings or these methodologyis to help them execute, butat the end of the day you need to make it simple and and practical for them. Yeah I mean it's like it's likeanemotion. You know throwing a baseball catching a ball whatever. There aremultiple mechanics that go into a single motion. Andto. You know to togive you the bottom line on this one. You know keeping those mechanic simplewhen you think about commandof the message you're thinking about creatingvalue. How do I create value in that...

...customer conversation when you thinkabout Comeando the sale, you're thinking about capturing and deliveringthe value? And then, when you think about things like medick and Medpickand value negotiation, how do I overlay those qualification and and negotiationprinciples to measure and qualify your progress, which gives you a motionbetween a buyer and a seller which will create outstanding results, don't overcomplicated and make sure it's all connected for a fluid motion? That'sgreat ouutstanding results. Take a stepback, really look at yourself andwhat you're doing and really make sure that you're executing it as that singleselling motion. Thank you so much John Great Conversation today, I hope Iteink, like some people, are going to get some value from this conversation, no doubt ND and make sure that you putthese principles in place for a great...

...wo thousand andnineteen coming up here.You know the simple value: creation value, capture, qualification andnegotiation. You got to have those in place because the most elete sellers inthe world, the most elete selling companies in the world, have them greattime to do an evaluation now right, great selling in two THOUSAD ND.Nineteen. Thanks for listening, everybody.

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