Accelerate Podcast with Andy Paul
May 19, 2017

#462 How to Get the Most From a Sales Book. With Bridget Gleason.

Bridget Gleason is VP of Sales for Logz.io and my regular partner on Front Line Fridays.

KEY TAKEAWAYS

[3:28] The topic is books! Andy starts with The Leadership Gap: What Gets Between You and Your Greatness, by Lolly Daskal. The book helps you identify your type of leadership, what your challenges and strengths are, and how to stay out of the gaps.

[6:16] Andy recalls from the book, “We must let go of the life we planned, so as to accept the one that is waiting for us.” — Joseph Campbell, as quoted by Lolly Daskal.

[7:15] Bridget comments on the need for varying personalities and views on executive teams, to expose blind spots.

[8:34] Andy cites The Challenger Sale. Bridget’s first book is The Sandler Rules for Sales Leaders, by David Mattson, for a refresher on the pain funnel, discovery, exploring problems, and having standard rules for meetings.

[12:46] Andy’s second book is Zero Resistance, by Harry Mills. The premise is buyer self-persuasion overcoming buyer mistrust, through the seller’s helping the buyer find their own insights on what they want to achieve.

[16:04] Bridget wonders how much individuals deliberately integrate and actualize from what they read in a book. Andy keeps and integrates the one or two things that ‘jump out and grab him by the throat.’

[18:26] Just reading a book will not make you better at sales. If something jumps out at you, you have to jump back, and go practice it, if it is actionable, so it becomes a habit. Andy highlights interesting points and copies them into an Evernote.

[20:33] Bridget’s second book is Getting More: How You Can Negotiate to Succeed in Work & Life, by Stuart Diamond. It’s more about the emotional and interpersonal factors than the tactical and strategic. When you get emotional you lose power.

[22:06] The discussion moves to the interplay and dance between selling and negotiation. They both involve discovery and persuasion. They are all about problem solving.

[24:43] The discussion concludes with thoughts on the great aspects of the sales profession, and the career opportunities and challenges involved. Very few jobs exercise these facets of the creative mind and skillset.

May 2, 2017

#447. Winning with the Science of Selling. With David Hoffeld.

David Hoffeld, sales trainer, Founder of Hoffeld Group.com, and author of the new bestselling book, The Science of Selling, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

[1:34] David started in sales by answering a newspaper ad, “No experience necessary. Make $100K your first year!” That sounded perfect! After two months, he saw nobody there was making $100K, but he went to a different company, and did it!

[4:10] David’s book is based on over 1,000 studies that reveal how our brains make choices. David had researched this for 10 years, after reading in a social psychology academic journal  an article that inspired some effective sales behaviors.

[5:41] The Science of Selling is about how the human brain processes information to make decisions. Science shows how brains perceive, so we can align sales with buying decisions.

[8:28] Science discloses reality. If you don’t know the principles of the science of decision making, you can unknowingly work against the sale. Everyone can get better results through understanding the principles.

[13:19] Perceptions are sticky, and lead to confirmation bias. Know how perceptions are formed, and get on the prospect’s good side. Little things can make a profound impact. Smile. It makes you seem more competent, and you also feel good.

[16:00] The science shows that having a few minutes of small talk before a sales call or a negotiation significantly increases the likelihood of a positive outcome. David changed his approach once he learned this, and he improved his results.

[17:38] Besides buying from people they know, like, and trust, people like to buy from people that like them. One of the top ways to build rapport is to show other people you like them.

[19:04] A positive emotional state influences perception. Talk about topics that are packed with positive emotions. Look at the prospect’s Facebook or LinkedIn profile to see positive current events in their lives.

[20:41] Ask people how they are feeling, and listen. They will usually say, fine or good, and they will see you as a friend.

[24:58] Even on the phone, be very mindful of where you look. What you see directs what you think. The prospect on the line can tell when your attention lapses.

[26:50] Balance your extraversion and introversion. Ambiverts combine the best qualities of both to outperform extroverts by a factor of 2:1. Don’t look for extroverts when hiring for sales.

[30:19] What about manipulation? David explains. Influence is leadership. Maintain an intention of service and your integrity. Sell people honestly what they value and need.

April 7, 2017

#426. How to Use High-Quality Content To Fill Your Funnel. With Eric Siu.

Eric Siu, CEO of Single Grain, and host of Growth Everywhere, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

[:38] Eric has a marketing agency, Single Grain, and two podcasts: Marketing School, and Growth Everywhere. Eric’s mission is to build great online businesses with a foundation of education first. Eric explains the name, Single Grain.

[1:42] Single Grain works with technology and education companies to help them with advertising and SEO. They also implement their own strategies to grow their business.

[2:29] Eric sees conversion from one stage of the buying process to the next as the biggest challenge facing B2B clients. The process is a sales funnel with a logical sequence of steps.

[3:33] Eric recommends a mix of inbound, outbound, SEO and paid advertising. Eric explains his company’s inbound and outbound activities.

[6:15] Eric suggests looking at Buzz Sumo to find relevant topics for content marketing. Evaluate content for value and depth, and differentiate yourself by putting a unique spin on it. Be patient. Eric tells how his podcast downloads have grown.

[8:44] Eric explains Brian Dean’s skyscraper technique to get higher SEO results by getting more links.

[10:15] Link building is an important element of SEO, and will likely continue to be, for the next five years.

[11:06] Eric tells why content still works to push through the buying decision. Start building your brand, including content. It takes years to establish. People don’t make a final decision before talking to, or connecting with the seller; content counts.

[16:17] Eric covers stages of the funnel — top, middle, bottom, and purchase. Contacts at the top are invited to read a blog post. Contacts that have already engaged with your brand are at the middle of the funnel.

[17:28] Eric explains retargeting people who have visited your site, with ads on Google and Facebook. After retargeting, people move to the bottom of the funnel. Content for each level of the funnel should meet the needs at that level.

[20:10] It is important to be able to target people with content based on their behaviors on your site. It will increase your conversion rate.

[21:04] Eric talks about sales pages. They work. If you’re at the bottom of the funnel, it’s time to make a decision.

March 30, 2017

#419. How (and why) to Send a Cup of Coffee to a Buyer. With Braydan Young.

Braydan Young, CEO and Co-Founder of Sendoso, joins me on this episode of Accelerate!.

KEY TAKEAWAYS

[3:43] Braydan and his coworker developed a concept to help reps effectively set up more meetings.

[5:49] Braydan explains how to send a cup of coffee to a prospect.

[6:11] Offering a cup of coffee is a human gesture, not a sales pitch. What difference does it make to the conversation?

[6:52] The operation is simple; a click triggers it in Salesforce, LinkedIn, or Gmail. Email opening is tracked.

[7:32] What’s coming in Version 2? Get ready for Account Based Gifting!

[9:55] Braydan talks money. Who pays for what?

[12:01] Braydan talks about Salesforce integration, and how activity is managed. Sendoso also works in Marketo, HubSpot, Microsoft Dynamics, Slack, Eloqua, and Zendesk.

[16:11] Braydan tells of a 75% open rate when users send an email through Sendoso’s platform. Be sure there is good content, beyond a coffee, to engage the reader.

[18:43] Sendoso works with SurveyMonkey to reward for taking a survey; Salesforce rewards registering for a webinar.

[22:24] Braydan names some great use cases. Anywhere on the client-facing side has a case for gifting.

[25:55] One company using Sendoso went from five to 10 demos a week. It also doubled response rate.

[27:42] Braydan describes additional success stories.

March 28, 2017

How to Achieve Your Goals with Passion, a Plan and a Purpose. With Jon Ferrara. #417

Joining me once again on this episode of Accelerate! is my guest Jon Ferrara, Founder and CEO of Nimble.

KEY TAKEAWAYS

[1:49] Jon describes a pathway to achieve your passion, plan, and purpose in life — ideally by serving others.

[4:09] What is Dunbar’s limit of the relationships humans can maintain? What relationship stage takes the most effort?

[6:20] Jon discusses CRM, or, as he calls it, ‘Customer Reporting Management.’ What percentage of businesses use CRM?

[7:43] Jon describes how CRMs operate, and why he created GoldMine 30 years ago.

[10:57] Nimble unifies Office 365 or Google contacts, email, and calendar, and integrates them with your CRM.

[13:11] Nimble is a Microsoft launch partner for a Dynamics app exchange. Nimble can operate as a system on its own, or within whatever social sales and marketing system you use.

[16:53] Names put into Nimble are enriched with data, and a history of email, calendar, and social actions. You can build a manual cadence. A package for Q1 ‘17 automates cadences.

[19:08] Jon suggests how CRM will evolve. Salespeople want to manage relationships, not tools. Nimble’s CRM idea is to make the rep most effective as they engage with the customer.

[21:39] Simpler, smarter unifications of social, mobile, and big data will become the next generation of tools to help you achieve your passion, plan, and purpose.

[25:01] When the tools start to work for reps, in email, social, and mobile, then reps will use them to engage their contacts.

[26:38] Jon tells of his own experience preparing for a Microsoft 2015 conference using Nimble, and how it helped him win two bundling deals with Microsoft.

[30:55] Having automation doesn’t mean you should start spraying emails. Make the content count with added value, relevant to the prospects, even at scale.

 

March 20, 2017

Put the Customer First to Close More Sales Faster. With Jeff Shore. #410

Joining me once again on this episode of Accelerate! is my guest Jeff Shore, President and CEO of Shore Consulting, and author of multiple books, including Closing 2.0: How to Close More Sales Faster by Putting the Customer First.

KEY TAKEAWAYS

[:54] Shore Consulting works with companies in the B2C space. They started in real estate, and have branched into other consumer areas, always focusing on the emotion-based sale.

[4:14] Jeff explains how his new book, Closing 2.0, answers current questions on serving the customer’s buying journey.

[7:38] What are two filters a salesperson applies when reading a sales technique book?

[8:46] Jeff explores the meaning of ‘closing.’ What word would he have chosen instead of ‘closing’? What is the buyer’s ‘decision-making rhythm’?

[10:30] Jeff discusses aspects of service and respect in the seller-customer relationship.

[12:34] On Jeff’s book tour, when he asked audiences to describe ‘a salesperson,’ how did they respond? How did they then describe people they know personally, who sell?

[14:12] Can a salesperson apply skills that are contrary to their authentic personality? How does a salesperson align behaviors and skills to core values?

[15:58] What does Jeff mean by ‘agreement’? Who makes agreements, and what do the agreements accomplish?

[19:24] How would you reverse-engineer your sales process to align with the buyer’s preferences? Jeff makes a suggestion.

[21:34] What is the highest predictor of urgency in a buying decision? What is the role of future promise?

[27:29] What factors should be evaluated and incorporated into the closing process?

[28:51] Should your closing question be well-crafted?

 

March 19, 2017

How to Be an Ultra High Performer. With Jeb Blount. #Special

Jeb Blount is the CEO of Sales Gravy, a keynote speaker, sales acceleration strategist, and author of a great new book, Sales EQ: How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal.

KEY TAKEAWAYS

[:48] In addition to being CEO of Sales Gravy, Jeb has written eight books. In 2016, he spent 270 days traveling to speak. He trains and coaches salespeople to accelerate their results.

[2:05] Jeb explains how he wrote a book while traveling. He uses time blocking. He flies first class, to make the airplane his office. He passionately enjoys what he does.
[4:57] Sales EQ comes from Jeb’s 20-year search for what makes the top 1% into ultra high performers. He found they work only on high-probability sales, and they have a great EQ.

[8:51] How do both introverts and extroverts excel at sales? Jeb explains how each can use ‘dual process’ to stand in the stakeholders’ shoes, while keeping in mind their own outcome for the deal. Ultra high performers use dual process.

[12:03] Jeb discusses the psychology of the sales process. A sales process is a linear system designed around the way a buyer’s irrational brain makes decisions, and it must sync with the prospect’s existing buying and decision-making processes.

[18:10] Jeb tells of his experiences working with salespeople in various sectors, who worked either with, or without, using big data. Salespeople need to get out of their own way.

[21:03] Jeb gives a case study of a $4 Billion company with an average inside sale of $50K. Most reps relied highly on email, but the ultra high performers mainly called people.

[24:14] The ultra high performers who spent 80% of their time calling people had empowered themselves by managing their disruptive emotions. They overcame call reluctance. Salespeople are empowered to talk to people. They must do it.

[27:21] Jeb lays out some steps to becoming an ultra high performer. Begin with managing your disruptive emotions. Overcome your fear of engaging people. Jeb describes the factors of sales EQ and the sales process.

[31:11] Jeb talks about self-awareness. He recommends a peer review, and a coach. Ask for specific feedback from leaders. Sales EQ informs about cognitive biases, and ‘goal sheeting.’

[34:46] How do you encourage your thirst for learning? Jeb talks about four intelligences in sales. Acquired Intelligence depends only on you. There is always something to learn!

 

March 17, 2017

Books to Help You Sell. With Bridget Gleason. #408

Bridget Gleason is VP of Sales for Logz.io and my regular guest on Front Line Fridays.

KEY TAKEAWAYS
[:52] The topic is books! The first is Draw to Win: A Crash Course on How to Lead, Sell, and Innovate With Your Visual Mind, by Dan Roam. Dan was on Episode 387 of Accelerate! The book tells how to describe ideas using stick figures and shapes.
[3:12] One of Bridget’s clients consults businesses for conflict resolution, by visualizing with Legos. Visualization works!
[5:11] Dan Roam has found that his conversion rate on proposals improved substantially by using drawing, and by involving the prospect in the presentation, to co-create value.
[6:45] Search Inside Yourself: The Unexpected Path to Achieving Success, Happiness (and World Peace), by Chade-Meng Tan, teaches internal conditions for success, and to reduce stress.
[9:36] Everydata: The Misinformation Hidden in the Little Data You Consume Every Day, by John H. Johnson, is about the common misuse of statistics and data. This affects sales metrics. Don’t confuse correlation with causation! John is an upcoming guest!
[12:47] Shoe Dog: A Memoir by the Creator of Nike, by Phil Knight. This reveals the perseverance, courage, and resilience of the founder behind the iconic brand. The rise wasn’t easy!
[14:59] The Science of Selling: Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal, by David Hoffeld, an upcoming guest, summarizing research on the mind, influence, and sales, into a methodology for prospecting.
[17:22] The Coaching Habit: Say Less, Ask More & Change the Way You Lead Forever, by Michael Bungay Stanier is about behavior change, through the science of the way habits are formed.
[19:56] How To Sell On LinkedIn: 30 Tips in 30 Days, by
Erik Qualman tells about good selling behaviors on LinkedIn. It is one of the better books on the topic that Andy has read.
[22:04] Historical fiction! Bernard Cornwell has written several series, including the Saxon Tales, starting with The Last Kingdom, in 9th Century England, which sets the stage for the unification of England.

March 15, 2017

Hurdle the Barriers to Your Sales Success. With Ralph Barsi. #406

Ralph Barsi, Senior Director, Global Demand Center for ServiceNow.

KEY TAKEAWAYS

[:53] Ralph oversees the worldwide sales development at ServiceNow. His teams work to feed the top of the funnel.

[3:20] Ralph explains how he engages gatekeepers.

[4:57] ServiceNow started in San Diego, streamlining IT service workflow. They have expanded their offering, worldwide, to all business units within the enterprise.

[7:41] Gartner claims that in 2015, 70% of IT decisions were made outside of IT. How does this influence the sales process?

[8:40] What are the five major barriers to a sale?

[9:17] Ralph discusses how to help reps overcome obscurity. How do you maintain your LinkedIn profile? Ralph credits Jamie Shanks and his company for branding help.

[13:44] Ralph suggests looking at your market carefully, and setting up profiles with pertinent stories and metrics.

[16:04] Technology enables connection, but it distracts in the moment. What behavioral example should leaders set for smartphone use?

[21:00] What does Ralph ask his organization to do each week on LinkedIn, and social media? How can the smartphone help, and how can it hinder?

[22:14] What did Ralph learn about action, from Tony Robbins’ RPM model? How do Ralph’s team leaders incentivize behaviors and outcomes? What flexibilities do they have?

[29:34] Ralph talks about Steve Richards and Call Camp. How is conversation flow a problem with reps? What about scripts and being present in conversation? How does small talk apply?

[35:55] When is the right time to sharpen your craft, and better your game? What do you choose to do with leisure time? Take charge of your career path.

March 14, 2017

How To Rock Your Personal Brand on LinkedIn. With Viveka von Rosen. #405

Viveka von Rosen is a social selling expert, and author of a brand new book, LinkedIn: 101 Ways to Rock Your Personal Brand, Grow Your Network, and Build Your Business.

KEY TAKEAWAYS

[:57] A LinkedIn specialist, Viveka writes about, talks about, and consults about, ways to help make LinkedIn work better for people. She is an expert in lead generation, social selling and social marketing on LinkedIn.

[4:28] Viveka stresses the importance of your personal brand and to separate it from the brand of your employer. Your brand always stays with you, regardless of your job.

[5:32] Building a personal brand is creating an online presence so that when people research you, your unique profile comes up. Add thought leadership in your area of expertise, with content. This strategy applies to sales, and career positioning.

[9:01] If your LinkedIn profile dates back to the day you found LinkedIn, and you haven’t updated it since, when potential buyers or employers see it, they will assume it is your personal brand. Differentiate yourself, with expertise you have now.

[10:37] Andy’s book Zero-Time Selling establishes that how you sell, starts with how you differentiate yourself to the customer. Who are you right now, to your target audience? What is the value to them in your brand? Re-engage them by asking.

[14:26] Viveka gives keys to being memorable. Add a background image, in your colors, with your tagline, message and expertise. Strengthen your professional headline. Say in 120 characters who you are, what you do, and whom you serve.

[18:19] Publish, in LinkedIn’s publishing platform, whether it be your own content, or, if you are not a content creator, curated content in your area of expertise. Content should all reflect the purchaser’s persona; their interests, and points of pain.

[24:14] Only use your last name in the last name field. LinkedIn can hide your profile if you put a descriptor there. Anything besides your last name violates the user agreement.

[25:12] Do your summary first in word processing, to catch errors, typos, etc., and add bullets and minor formatting. You can use 2,000 characters. Paste it into LinkedIn. Focus on solving the client persona’s key point of pain. Engage them.

[27:05] Viveka says to put contact info in the header background image, summary section, and the contact me section. If you use a unique phone number or email, then you can track what business is coming from LinkedIn.

[28:54] Your brand is what you stand for, in business. Leave politics and religion out. Share stories of the type of leadership  you represent, that would engage your key customers. Your languaging and content are part of your brand.

[29:43] By not publishing, you show to prospective clients a lack of curiosity and passion about your expertise. This is bad for your brand. Use a post from LinkedIn, or use linkedIn.com/bookmarklet. Or use Google alerts for content.