Accelerate Podcast with Andy Paul
February 18, 2017

How to Align Sales and Marketing for Best Results. With Peter Buscemi. #385

Joining me on this episode of Accelerate! is my guest Peter Buscemi, Founder of Four Quadrant, LLC. He serves as an advisor and educator to Fortune 1000 companies and startups, and provides go-to-market resources. Among the topics that Peter and I discuss are the connections between sales and marketing roles, and a one-page Sales & Marketing Quick Reference Card that should sit by every telephone in your organization.

KEY TAKEAWAYS

[5:32] Where is the dividing line between Sales and Marketing? Where do the SDRs fit? Peter quotes David Packard, “Marketing is much too important to leave to marketers.”

[6:24] Peter says Marketing either builds or maintains a brand, or helps build better products, or helps sell.

[6:58] Demand creation and field marketing functions are best handled by marketing. A salesperson is too expensive to use for development. Carve out tasks for the experts in that area.

[8:48] “Integrated Sales and Marketing” does not want Marketing Qualified Leads. It wants Sales Qualified Leads. The salesperson wants opportunities with high propensity to close.

[10:25] How do you align Sales and Marketing?

[14:16] Why companies need to plan with a longer planning horizon. It takes months between planning for opportunities, engaging them, and closing them.

[18:55] Peter offers a Sales & Marketing Quick Reference Card, to put Sales and Marketing on one page, for a SDR or a BDR to have in front of them on phone calls. It has a positioning statement, opportunity use cases, discovery questions, FAQs.

[28:03] Building a brand and maintaining it are necessary, but those are not sales messages. Sales needs to align with corporate messaging, but focus on client needs. Marketing needs to know sales messaging, to create leads.

 

February 15, 2017

How to Use An Emissary to Help You Win the Enterprise Sale. With David Hammer. #382

Joining me on this episode of Accelerate! is my guest David Hammer, Founder and CEO of Emissary.io. Among the topics that David and I discuss are how to tap the knowledge of experts to help you win the complex sale, how Emissary.io matches emissaries to sales organizations seeking enterprise insights, and today’s state of the art of complex sales methodology.

KEY TAKEAWAYS

[1:12] Emissary is a platform to unlock people’s knowledge for sales.

[3:25] Emissary taps knowledge employees as emissaries and then matches them to sales organizations who can utilize the information to build relationships with stakeholders and win deals. Every emissary has direct knowledge of decision-makers.

[7:18] The Emissary program starts with a client that has an enterprise opportunity. Emissary.io matches emmissaries to the client’s opportunity.

[7:37] Individual emissaries provide intelligence and support throughout the course of the deal. They do not replace the sales professional.

[11:33] Emissaries are recruited and screened for their currency of knowledge.

[12:50] Andy recalls a multi-million deal where he could have used an emissary. The prospect was using them as a stalking-horse, to get a better price from the current vendor.

[15:25] Richard Ruff was the guest on Accelerate, Episode 114. David requotes Richard: “The key thing about account-based selling, is that it is resistant to traditional standardization. Every account is its own strategy; its own approach.”

[16:53] Sales automation and mechanization can hinder the art of selling. Andy sees a trend in 2017 of a return to a focus on the human element in selling. The science supports the art, but without the human art, the science is weak.

[26:14] David says emissaries provide valuable context for complex deals that sales can’t obtain on its own.

 

February 13, 2017

How to Use Dignity and Humor to Engage with Prospects. With Dianna Geairn. #380

Joining me on this episode of Accelerate! is my guest Dianna Geairn, The Irreverent Salesgirl. Among the many topics that Dianna and I discuss are Dianna’s intention to restore dignity to the profession of sales, how and why she uses a musical stage production with animation to teach sales principles, some sales myths Dianna debunks, and, how a company becomes sales ready.

KEY TAKEAWAYS

[2:14] The Irreverent Salesgirl aims to turn sales myths on their heads, with humor. The organization’s tagline is bringing a dash of dignity to the art of selling. Their mission is to drive public perception of sales as a profession.

[4:06] Dianna writes, blogs, and does a stage show about sales. She says, she sells by day, and fights “sales crimes” by night.

[5:48] Dianna was transfixed by Eddie Murphy’s show “Raw,” and wanted to bring something similar to sales. People absorb new concepts much better through entertainment than other ways.

[7:39] Diana discusses two Sales Myths: Sales Myth 1: Never accept a “No.” Sales Myth 2: Salespeople must overcome objections.

[14:27] Dianna discusses her upcoming book, Sales Readiness and what it means for companies to be “sales ready.”

[18:44] Why Dianna suggests listening to what people are asking you to provide in order to learn what people are ready to buy.

[21:59] Why an entrepreneur must be able to sell their product before you hiring someone to sell it for them.

[27:20] What is the aha moment in sales?

[36:54] Why you need to allow your sales professionals to go off script, take risks, make mistakes, and unleash their natural genius.

February 12, 2017

Repeat: How You Can Stay Focused and Productive When You’re Crazy Busy. With Jill Konrath. #351

Welcome to Sales Kick-Off Week on Accelerate!

Joining me on Day Two of The Accelerate! Virtual Sales Kick-off Week is my guest Jill Konrath.

Jill Konrath is a speaker, sales expert, and author of multiple best-selling books, including her most recent offering: More Sales, Less Time: Surprisingly Simple Strategies For Today’s Crazy-Busy Sellers.

On Day Two of our 2017 Virtual Sales Kick-off Meeting, we’re going to focus on your personal productivity.

In this episode, Jill shares some essential tips and techniques to help you, the sales professional, jump-start your productivity in 2017. She provides time-saving and time-creating strategies that you can immediately put to use to stay focused and become more productive amidst the chaos of your daily sales life.

Want more selling time in 2017? Then listen to this episode now!

(Note: in this podcast, Andy refers to the previous episode with Jill Konrath as Episode 319, released on December 1. A scheduling change was necessary after the recording. The previous episode with Jill Konrath is Episode 331, released on December 15, 2016.)

KEY TAKEAWAYS

[1:16] Jill says the single biggest challenge facing sales reps in 2017 is ‘overwhelm.’ Sales reps are constantly running behind, in a time-draining digital swamp.

[3:16] Newly-added technologies take time to learn and may not connect with each other. The more time you spend online, the more overwhelmed you feel.

[5:44] Learn to segregate sales activities and online activities into different time blocks, and not to mix them.

[5:59] Research shows that constantly jumping in and out of email lowers female IQ by five points, and male IQ by fifteen points. Being addicted to email literally saps your intelligence.

[7:01] Jill researched physical and social sciences for her book More Sales, Less Time. One study showed the top 10% producers worked for an average of 52 minutes, then went off on a non-electronic physical break before returning to work.

[10:28] Trigger events, either within an organization, or external to it, suddenly change the organization’s priorities. Jill gives examples of internal and external triggers that change organizational goals and lead to sales opportunities.

[11:41] A sales professional who tracks specific triggers, can start a conversation before their competitors know about it.

[12:55] Be the prospect’s first contact, with your viable vision when it is needed, and you have a 74% chance of winning the business. People buy what is ‘good enough.’

[14:29] Plan a campaign at the start, including pre-written appropriate email messages, to roll out over the next month. Don’t rethink each contact step. Leverage your activities.

[18:15] Examine where the prospect is. Be rigorous with yourself. Do not delude yourself into thinking you have more opportunities than truly are there. Unclog the pipeline.

[20:59] Each morning, take a few minutes to ‘go quiet.’ Focus, settle into where you want to spend your time.

[22:57] Go quiet before a prospect meeting. Cut distractions, to be more present in the meeting. They’ll feel the difference in you, leading to a different conversation, and a higher level of trust.

February 8, 2017

How to Use Sales Intelligence to Engage with Prospects. With Sam Richter. #376

Joining me on this episode of Accelerate! is my guest Sam Richter, Founder and CEO of SBR Worldwide/Know More, and author of the bestseller called, Take the Cold Out of Cold Calling

KEY TAKEAWAYS

[3:37] A new salesperson starts in survival mode, and struggles to convince people to do something. It took a mentor to show Sam the nobleness of the sales profession — helping people.

[6:22] Sam’s core expertise is in sales intelligence — finding information on other people, to help your approach be relevant to what they care about.

[6:42] Your prospects are amazingly passionate about one thing. What is it? It’s themselves. What they care about is their problem, and their motivation might not be what you think.

[9:02] To determine if you are a salesperson, or a sales professional, ask yourself if you have ever recommended your competitor, or somebody else, to one of your prospects, when they were a better fit. If you did, it comes back in referrals.

[12:40] Sales professionals are underutilizing social media for sales intelligence. Sharing content is great, but also search out what the prospect cares about, so when you pick up the phone, you first address that matter, for a quick connection.

[16:12] Sam teaches the 3×5 method. Spend three minutes trying to find five pieces of information about a prospect. [17:07] Twitter has advanced searches you can save to find trigger events, such as new product launches, that give you ‘permission’ to call your contact.

[22:04] YouGottheNews.com is a filtered search engine, similar to Google’s News tab, that searches large and small news publications. YouGotSocial.com is a filtered search to mine Facbook for information about your prospects.

[31:03] Nothing sent through the Internet disappears — not even deleted email messages. Everything on your timeline is available, including friends, and what they put on their pages.

 

February 6, 2017

How to Accelerate Your Growth by Aligning Sales and Marketing. With Andrea Austin. #374

Joining me on this episode of Accelerate! is my guest Andrea Austin, Vice President of Enterprise Sales at InsideView, and the co-author of a brand new book called Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth.

KEY TAKEAWAYS

[2:12]  Andrea started at IBM as a marketing sales associate. Their ‘Selling Fridays’ taught her how to handle objections. [5:08] Andrea joined InsideView three years ago, where she met her co-author, Tracy Eiler.

[6:33] Andrea talks about handoff points between marketing and sales; MQL, SQL, and SAL; and conversion rates. In enterprise selling, some of the best leads in sales come from their own work. Andrea leverages Marketing for branding.

[7:25] In SaaS, the buyer is now in charge. They do their due diligence before they engage with sales. Sales and Marketing need to align, to participate effectively in the customer experience.

[10:37] Andrea says research pigeonholes the buyer’s thinking, as they seek the solution to one business pain point. Her goal is to influence the buyer’s perception of their whole problem.

[12:51] Andrea explains how alignment can increase revenue by 10%, profitability by 15%, and growth rate by 19%, through clarity between areas; each doing that at which they excel.

[16:16] InsideView researched where 1,000 respondents felt they were aligned, and not aligned: communication, processes, metrics, and data on target accounts. Aligned to Achieve attacks these in three ways: people, processes, and technology.

[19:25] The book was written because misalignment between marketing and sales is too great.

[23:38] Alignment requires a cultural change that needs the CEO to publicly support it. When sales and marketing push together, more happens.

[27:25] To align sales & marketing efforts, Andrea organized a bi-weekly Smarketing meeting, which looks at results two weeks back, near events two weeks ahead, and plans two weeks beyond, making a six-week rolling window to align plans and feedback.

[35:30] Aligned to Achieve uses a looped symbol to represent the sales funnel on its head, continually cycling through the Find, Engage, Close, and Grow stages of the customer relationship.

 

February 4, 2017

How to Tell Stories, Teach Lessons, and Sell Products. With Jeremy Reeves. #373

Joining me on this episode of Accelerate! is my guest Jeremy Reeves, the CEO of Kaizen Marketing, and host of the marketing podcast, Sales Funnel Mastery.

KEY TAKEAWAYS

[2:09] Jeremy sells by words, as a sales copywriter, through websites and emails, anticipating and overcoming objections without talking. He has helped clients generate roughly $50M.

[5:33] How does sales automation affect sales? Buyers buy some items for thousands of dollars, without personal contact, but does it maximize the sale?

[8:11] Jeremy recalls a client’s experience with a two-step online lead generation campaign. They had a salesperson call prospects who stopped at the first step. With a call, the client increased their qualified leads by 50% over their online results.

[11:00] Is the sales funnel, either online, or face-to-face, becoming obsolete? Jeremy suggests adding more relevancy by segmenting it into specific audiences — multiple funnels.

[15:15] Is Sales losing its value to buyers in an era of near perfect information?

[17:56] Recently, Jeremy has seen an emphasis on building relationships, or engagement. People respond to relatable, emotional vulnerability, in your stories that teach lessons.

[22:02] Jeremy puts personal relatable events into his emails, to create engagement. His copywriting is about getting people to know, like, and trust you and your product.

[25:05] In the current wave of disruption in sales, automation is not creating the necessary human engagement. Relatability is the missing ingredient.

[26:36] Jeremy is working on a new product, and he shares his progress in stories via email with his prospects. He is getting great responses from people looking forward to this product.

[27:35] A story transitions to a lesson, adding value, that transitions to the product. Jeremy gives an impromptu example. Stories work well, for face-to-face, or by email.

[33:08] Showing vulnerability through personal stories helps people relate to you, better than to the ‘robot’ that just visited with a script that didn’t speak to them personally. No one wants to talk to a salesperson, but they’ll talk to a friend.

[36:48] We all have stories. Look for them. A made-up story is inauthentic, so talk about real events, and memories, and real emotions, that lead to real lessons, to sell your real product.

January 30, 2017

How to Accelerate Sales with Better Behaviors. With Frank Cespedes. #368

Joining me on this episode of Accelerate! is my guest Frank Cespedes, Senior Lecturer at Harvard Business School, and author of the book Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling, as well as numerous articles on the Harvard Business Review about sales.

KEY TAKEAWAYS

[:53] Frank was a business school professor, researching marketing and sales. Then he ran a tech firm for 12 years, sold it, and returned to Harvard to teach strategy.

[4:57] Frank mentions a McKinsey study on the effects of the 2008 recession. Companies cut the costs of goods sold, but selling & general administrative (SG&A) expenses, as a percentage of sales, have risen.

[6:30] Companies have done a good job of cutting operations costs, but have done less well with efficiencies in going to market. Productivity studies are now focusing on those costs.

[7:20] The availability of more accessible data shows clearly what it means to be a sales leader in the 21st Century. The CFO and C-suite can see easily what is happening for the enormous amount of money spent on sales.

[8:34] There is a misplaced focus on the number of activities, which means thinking about quantity, rather than quality. Activity is not outcome. Sales is about outcomes. Closed sales count.

[10:58] Andy refers to Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information, by Itamar Simonson and Emanuel Rosen, who say buyers are adept at capturing and understanding the information they need.

[14:31] In the business value chain, from sourcing to service, sales is the most specialized factor. In any industry, what works in sales at Company A, may not work selling at Company B, but sales is the factor most seen as generalized.

[17:28] The SaaS sales model took off in 2008, when it was mandatory to cut back on go-to-market costs. Any successful model is about the entire process. New models constantly disrupt mature models.

[22:28] Every generation relearns basic truisms. Putting new names on old processes can work, if it moves the meter in the right direction.

[24:58] Frank says studies support that 80% or more of sales come from 20% of salespeople. Performance variance in sales is greater than in many other areas of business.

[28:29] Frank’s tips to improve sales outcomes: improve hiring practices, including behavioral assessments; hold regular real performance reviews; use training and development, tracked.

January 19, 2017

How to Influence and “Pre-Suade” Buyers. With Robert Cialdini. #359

Joining me on this episode of Accelerate! is my guest Dr. Robert Cialdini, New York Times bestselling author, with three million copies of his books sold. Dr. Cialdini is known for his international best-selling book, Influence: The Psychology of Persuasion, as well as his latest book, Pre-Suasion: A Revolutionary Way to Influence and Persuade. Dr. Cialdini is the Regent’s Professor Emeritus of Psychology and Marketing at Arizona State University, as well as the President and CEO of Influence at Work. Among the topics Dr. Cialdini and I discuss are how his own experience of being “a pushover” led him to research how people are influenced to make decisions; the six (now seven) central precepts of influence and how to use “pre-suasion” to prime prospects to receive the value of your messaging.

KEY TAKEAWAYS

[2:36] Robert says he’s always been a pushover to buy things he didn’t want, and to make contributions to causes he didn’t know, while people walked away with his money. This is why he started studying the psychology of influence.

[3:56] He wrote Influence to inform people how to recognize and resist unwelcome influences upon themselves. All of his clients, though, want to harness influence, not to deflect it.

[6:34] If we tap into those fundamental motivations that are universal to humanity, then we have a set of influence tools that will be most successful over the widest set of situations and populations.

[7:07] The 6 key precepts of influence.

[15:11] A tactic used on American POWs during the Korean War, was to ask for a neutral agreement before asking for a big one. The agreement mentally turned them from prisoners to assistants. This also works, to turn prospects to customers.

[18:34] Dr. Cialdini once found he was influenced to make a contribution to a man at his door, who had presented no credentials, and no evidence of validity. Dr. Cialdini made a donation, and felt good about it,  until he realized how he had been influenced.

[21:28] Savvy communicators Pre-Suade, before they deliver their message. It is not changing a person’s mind, but changing their state of mind, so that they willingly receive your message.

[23:39] If you want to sell by quality, rather than price, show an environment of quality in your marketing materials. Dr. Cialdini tells of a study of clouds vs. pennies for landing page backgrounds, for a furniture store. Listen, for what happened!

[28:37] What has been most recently elevated to top-of-mind, when you’re about to make your pitch? That is what will determine how receptive people will be to it.

[29:20] Dr. Cialdini discovered a seventh principle of influence: Unity (being one of us). People say, “yes” in the boundaries of, “we.” Point to existing memberships you share before you ask. Ask advice (as of a partner), not opinion (as of a customer).

[36:37] These principles work effectively in person. But even in an email, if we start it with a personalizing, connecting message, then that re-establishes the human basis for exchange.

[38:37] Andy recommends to all his listeners to read both books: Influence: The Psychology of Persuasion, and, Pre-Suasion: A Revolutionary Way to Influence and Persuade.

January 16, 2017

How to Accelerate Relationship-building. With Keith Dugdale. #356

Joining me on this episode of Accelerate! is my guest Keith Dugdale, CEO of The Business of Trust, which is a sales consultancy based in Brisbane, Australia, and coauthor of the book, Smarter Selling: How to grow sales by building trusted relationships, by David Lambert and Keith Dugdale. Among the topics that Keith and I discuss are the activities and mindsets that work best for relationship-building, when sales training is premature, and how trust means ceding control to the customer.

KEY TAKEAWAYS

[2:55] Focus on helping a client succeed, and building a relationship of trust, and that will create an environment where they want to buy from you.

[3:32] The ‘I owe you’ approach is that the salesperson owes  the customer everything, for their present commitment of time, and potential future commitment of money.

[6:46] Top executives place a higher premium on their time than on money. They will give time to the person who gives the most return for it. This requires deep advance research.

[8:44] Look at the drivers of the person you are speaking to, the person’s business role, their organization, and most importantly, global and local issues within their industry.

[14:37] The standard sales development process many companies use that focuses on setting up meetings is not about relationships. Behavioral change is needed. Don’t invest in training until other key pieces are set up.

[15:36] Have a business strategy, a key account strategy that everyone believes, and long-term market share and revenue goals. Identify the key players, and who in your organization will build the relationships. Then align your infrastructure.

[18:49] Use questions that aspirational CEOs want to hear. Don’t ask what is their biggest challenge. Ask what is going really well, and, is there anything that could go better?

[23:35] We are losing our curiosity. What are the traits a salesperson needs, to ask the questions that build relationships.

[27:08] Trust, for the salesperson, is ceding control.

[29:50] No one likes to be sold to, but everyone likes to buy.