Accelerate Podcast with Andy Paul
November 15, 2017

#597 Increase Your Call Planning Effectiveness. With Matt Sniff.

Matt Sniff, Founder & CEO at Map My Customers, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

  • Matt says the single biggest challenge facing sales reps today is efficiency. Matt was introduced to sales by his father. In those days there were few tools. Learn new tools to boost productivity. Time is money.
  • Outside of Silicon Valley, most sales reps are field sales reps. Silicon Valley is just now emphasizing H2H (Human to Human) sales.
  • Map My Customers started in 2015, in the Bay Area; then Matt moved back home to the East. The app supercharges an outside rep’s productivity to stay engaged with customers and close more sales.
  • Matt’s father came to Matt, an engineer, and asked him to solve a sales route issue. Matt developed a mapping app and his father showed it around. Matt put it on the app store and it built enough revenue to start a company.
  • Matt and his father have a great relationship. Matt wrote a blog about building a father & son high-tech company. Matt loves his father’s mentorship on the sales side.
  • Map My Customers is a mobile app with several value propositions: data visualization, account targeting, and route optimization. Reps often buy it with their own money, for its efficiency and value added to their success.
  • The big value is being able to identify strategically the accounts you want to go see, based on filters you set. It serves reps best who maintain 75 or more accounts. Andy would have liked the ‘Find Nearby,’ when he sold outside.
  • Other features: a business card scanner, automated email, automated follow-ups, automatic reminders, darker icons for accounts not seen recently, filters on top of filters, and customization.
  • The ICP is a sales team of at least 10 reps, each having 75 or more accounts. Pharmaceutical sales and medical device sales have been good accounts for Map My Customer. General IT is another ideal client industry.
  • In many industries, there is a hybrid inside/outside approach, but they will always need field salespeople. Sales means talking to people who buy from people.
  • Map My Customer, a SaaS company, does most of their selling inside, but they do go out to meet bigger customers. Cold calling is another tool they use.
  • The goal of Map My Customers is to automate all field sales tasks, by involving more data science and cadences. 90% of their clients use it as a mini-CRM instead of linking to a CRM. There is potential for more features to aid reps.

 

IMPORTANT ANNOUNCEMENT

For Vice Presidents of Sales of high-growth companies based on a recurring revenue model — Andy is teaming up with his friend Jacco van der Kooij, founder of Winning by Design and author of Blueprints of a SaaS Sales Organization, to launch the Sales Leadership Accelerator Mastermind, an intensive 12-month learning, coaching, and mastermind program for the Vice Presidents of Sales of high-growth companies. If the responsibility sits on your shoulders to scale your revenue team, to hit the $100 million mark ARR and beyond, then the Sales Leadership Accelerator Mastermind will help you transform how you sell, scale, and develop the capabilities of your team to crush your goals. Enrollment is limited to a very small group, so go to SaaSSLAM.com now, to learn more and enroll today.

October 2, 2017

#578 Optimize the Customer Sales Experience to Win More. With Jay Baer.

Jay Baer, digital marketing expert, online customer service expert, and author of several NYT bestselling books, including Youtility and Hug Your Haters, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

[6:01] Jay says the single biggest challenge facing sales reps today is a lack of trust in organizations. Research from Nielsen says we trust people twice as much as organizations, so good salespeople are very important now.

[6:45] As AI becomes more involved in sales, salespeople will see a renaissance. People want genuine conversations with humans. Andy cites Geoff Colvin’s Humans Are Underrated.

[9:13] KLM is remarkably good with digital social services, especially social media in 14 languages. Their messaging is handled by bots, until a key term or question is used, and the conversation is handed off to a human.

[14:50] Jay gives lectures on sales and marketing alignment, which he considers incredibly important. Marketing plays deep in the funnel, and sales acts more like marketing. Jay suggests sales and marketing should attend each other’s’ meetings.

[19:03] Sales and marketing both need to get out of the office and meet customers. Have user conferences and customer conferences, if you can’t get on their turf.

[22:33] Marketing and sales are not credited for renewals, so they spend their budget on the things that get them compensation. It’s important to keep customers, but nobody organizes their companies to do so. It’s all about acquisition.

[24:29] Sales requires lots of leads. We have a great understanding on what generates leads but less expertise on what generates renewals. We need a renewals playbook.

[25:31] 80% of marketing digital budgets are on customer acquisition, and they are getting a close rate of 25%. How do we change this poor rate? Poorly qualified leads yield poor results.

[27:21] The salesperson sets the overall customer expectation. The customer doesn’t care what is written on the website or said in the webinar. If the salesman over-promises, the customer will be unhappy with customer success.

[30:22] Jay suggests triggers that add humanity to the inhuman process of marketing. Putting a connection to the people behind the product helps.

[33:06] Humanization adds human characteristics to the organization. Personalization adds relevancy to the customer journey by tailoring the customer experience to the customer.

[34:39] The uniquely human sales skills and behaviors become more important, not less, as AI comes more into play.

ANNOUNCEMENT

Today is the 2nd Anniversary of Accelerate! Accelerate! Has been downloaded well over one million times and recognized twice by Inc.! Andy would like to hear from you about your favorite episode, guest, or topic. See the complete list of episodes at AndyPaul.com. Leave Andy a message about your favorite episode to receive a free signed copy of Amp Up Your Sales: Powerful Strategies That Move Customers to Make Fast, Favorable Decisions, by Andy Paul. You will need to provide your physical mailing address to receive the book.

The new Accelerate! schedule starts today, October 2, with episodes released on Monday, Wednesday, and Friday.

 

June 3, 2017

#475. If You’re In Sales, Influence is Your Job. With Peter Winick.

Peter Winick, Founder and CEO of Thought Leadership Leverage, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

[2:39] Thought Leadership Leverage works exclusively with authors, thought leaders, and speakers that typically have content with business applications. They build strategies, brands, platforms, solutions, and business for their clients.

[3:23] Peter discusses personal branding and its history in the corporate environment. That is your table stakes. Influence, or thought leadership, is an enhancement to your brand. What perspective can you share with others that benefits them?

[6:02] Influence is your job, when you are marketing or selling. Peter describes influence, thought leadership and differentiation. Influence is not manipulating people to do what they don’t want, but guiding them to do what they want.

[10:34] Personal brand online is a precursor to influence. Have a little courage to be human and transparent, but a stakeholder at a Fortune 500 Company you are targeting for SaaS, does not to see your posts on irrelevant personal topics.

[12:03] LinkedIn will be searched, and so will Facebook, Twitter, and Instagram. If there are pictures of you on social media drinking and doing silly things, that’s not smart. You can post personal family photos, but don’t push them to people.

[13:20] Peter talks about the spectrum of posting content. Some corporations control what you can post; regulations may be involved. Some corporations give leeway. Original content, such as comments on events you attend, is good.

[16:52] Content you share is not an ask. It is value you are offering, to build your relationship. Providing value is a mindset and a habit. Keep building the relationship after a sale. Play the long game. Keep in touch.

[19:45] Don’t let content marketing be in charge of your relationship with the buyer. Build your influence with sharing, and do not stop when discovery begins. No buyer self-identifies as a sales-qualified lead. Don’t treat them like it.

[22:33] Add your original thoughts to anything you share. Comment on other people’s threads, especially by responding to a question, or add a question yourself, to start a discussion.

[25:01] Leave your anxieties behind. Not everyone will agree, but if your contribution is worthwhile, it will be appreciated and discussed. In professional forums people use decorum.

[26:27] If someone disagrees with your comment, it is an occasion for a discussion. It is valuable to challenge your own views, and for others to examine their own, thoughtfully.

[29:01] Managers promote people when they’re already doing the job. Don’t wait until you are told to develop content. Do it now, within compliance issues. The tools exist for you to add thought leader value to your buyers, that leads to sales.

May 10, 2017

#454. The Ins and Outs of Customer Success. With Lincoln Murphy.

Lincoln Murphy, Customer Success Architect and Mentor at Storm Ventures, and co-author of Customer Success: How Innovative Companies Can Reduce Churn and Grow Recurring Revenue, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

[2:58] Lincoln saw there was no book that fully covered Customer Success, so he wrote one. You can’t lose customers and expect to grow in any meaningful way.

[4:37] Lincoln explores how we got to the point where customer success is a new operating philosophy, not just for SaaS, but for all businesses. Salesforce was the main influence.

He also compares reducing churn with real revenue growth.

[9:53] Salesforce was facing an existential threat with 8% churn every month, before focusing on customer success. Lincoln gives his definition of customer success, and explains the causes of churn.

[13:44] Churn also includes revenue churn, based on discounts offered for renewal. Lincoln discusses net revenue retention, how to determine it, and how it relates to overall growth.

[15:29] Lincoln suggests segmenting customers, not based on their payment level, but on the experiences you need to give them to ensure their success. Losing a customer in a bad experience also costs you anyone they influence.

[19:54] A customer who receives no value is not a good reference. Shoot for 100% referenceable customers. Know the traits of a bad-fit customer. Don’t set your customers, or your company, up for failure. Don’t sign bad-fit customers.

[22:07] Customer success needs to be aligned with sales and marketing. Customer success can educate marketing and sales how the customer is using the product, and what language appeals to the customer.

[24:25] A customer signing a one-year contract, and staying for five years, contributes five times the revenue of the original contract. Customer success is responsible for 80% of the lifetime revenue of that customer; sales is responsible for 20%.

[26:54] Lincoln addresses time-to-value. If immediate value is expected, and that expectation is not met, that is a problem. Teach the client what to expect at 30, 60, and 90 days, so expectations are met. Help clients see long-term value, ASAP.

[30:02] Lincoln talks about personal relationships and loyalty. Humanity is the table stakes, but the sale is about the value to the customer, and their success, not their loyalty to you as their sales representative.

[33:53] Deals are no longer closed on the ability to charm. Value has to be delivered consistently from the vendor to the customer.

December 19, 2016

How to Generate Additional Business with Existing Customers. With Dan Englander. #334

Joining me on this episode of Accelerate! is Dan Englander, Founder of Sales Schema and the author of The B2B Sales Blueprint, and more recently, Mastering Account Management: 102 Steps for Increasing Sales, Serving Your Customers Better, and Working Less. Among the many topics that Dan and I discuss are how to keep your customers engaged and involved beyond the initial sale, how to unify sales and customer success around common goals; and how to build on the customer experience to generate repeat business.

December 6, 2016

How to Use Deal Reviews to Close More Orders. With Cian McLoughlin. #323

Joining me on this episode of Accelerate! is Cian McLoughlin. Cian is Founder and CEO of Trinity Perspectives, a sales consultancy based in Sydney, Australia, and author of the new bestselling book, The Rebirth of the Salesman. Among the many topics that Cian and I discuss are the value of detailed Win/Loss Reviews, the surprising things that influence customers in their decisions to buy or not, and why ‘tier two’ salespeople are not your best choice for account management and customer success roles.

August 17, 2016

How to Sell and Thrive in the Experience Economy. With Shep Hyken. #229

My guest is Shep Hyken, a leading expert in Customer Service and the Customer Experience, a Hall of Fame Speaker, and New York Times & Wall Street Journal bestselling author of The Cult of the Customer and The Amazement Revolution. Among the many topics Shep and I discuss are the experience economy and how that influences how you sell and support your customers. He lays out the critical difference between customer service and customer success, and describes his 6-step program for building a culture of customer service in your team.

June 9, 2016

Aligning Solutions and Services to Elevate Customer Success. With Dave Blake.

Dave Blake is the founder and CEO of ClientSuccess, a platform that helps Customer Success team proactively manage, retain and grow their existing customer base. In this episode, Dave talks about the role CS teams play in retaining customers, opening doors to up-selling, and minimizing the churn among subscribers. Among the topics we discuss are:

  • The important differences between Client Success and Customer Support
  • The best practices of CS Teams.
  • The role of the Customer Success Manager (CSM) in customer retention and minimizing churn.
  • How to identify and hire strong CSMs.
  • Managing the hand-off between Account Execs and Customer Success Managers.
April 28, 2016

On Accelerate! Now: Episode 144 with Guy Nirpaz. The Role of Customer Success Teams in Growing Your Revenue

Guy Nirpaz is the co-founder and CEO of Totango, a leading customer success platform. He is also the author of the new book Farm Don’t Hunt: The Definitive Guide to Customer Success.  In today’s episode Guy and I discuss the critical role Customer Success teams play in expanding the lifetime value of your customers. Among the many topics we are discuss are:

  • The essential differences between Customer Success and Customer Service. And, what this means for your business.
  • The role of Customer Success in onboarding, expanding and renewing customer relationships.
  • How to use Customer Success data to reduce customer churn.
  • The role of value creation in driving renewals.
  • The biggest challenges that customer success teams face.