Accelerate Podcast with Andy Paul
April 26, 2017

#442. How to Fix Corporate Sales Training. With Ray Makela.

Ray Makela, Chief Customer Officer of the Sales Readiness Group, a leading B2B sales and sales management training company, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

[1:44] Customers are more engaged before the salesperson is involved, and more salespeople are competing for the same dollar. So, the biggest challenge facing sales professionals today, is to differentiate themselves in a meaningful way.

[2:43] Ray gives advice on engagement; knowing the prospect’s business issues before contacting them; and with that understanding, offering meaningful value that helps the prospect to move forward.

[3:51] You want the prospect to come away from your conversation with new insights into their business needs, and the interest to act on them. How will this differentiate you from your competition?

[7:27] Ray makes two claims: first, we do not ask the right questions to know whether we are getting our ROI on sales training, and, second, we sometimes make training the end goal, rather than the means to attain a goal.

[8:50] For the $2.2B that is spent annually on sales training, what should be a reasonable return? Are we satisfying the objectives for which the expenditure was planned? Are we spending enough, compared to compensation?

[12:10] Know the executive stakeholders behind the sales training, and involve them in defining the problem, planning the training, and following up on the outcomes.

[13:32] After the training event, where are the reinforcement and the follow up? Training is a mechanism for behavior change. What behaviors do you need to change, and how do you know they have been changed effectively?

[15:27] Sales Readiness Group workshops include a commitment from each participant on what they are going to do, and awareness of how they will be tested on doing it. Managers have accountability to go out on coaching calls.

[17:04] What is the reason companies cut back on training? What is the true cost of ineffective training? We need to look at how to train successfully, even if it takes more resources and time. Consider virtual classrooms and mobile learning.

[19:16] The fundamentals have to be present. Athletes practice the fundamentals every day. If sales professionals have to practice in front of the customer, that’s a really expensive way to do training!

[24:36] Ray talks again about stakeholders being responsible to oversee development, and to engage managers to be accountable for the success of their team. The manager needs to be the chief training officer for their team.

[27:59] Devoting work time to professional development sets the tone for its importance to the company, and strengthens the culture of engagement.

April 18, 2017

#435. Frame a Message That Resonates with Buyers. With Barbara Giamanco.

Barbara Giamanco, a Keynote speaker, coauthor of the great book, The New Handshake: Sales Meets Social Media, and podcaster, joins me for the second time on this episode of #Accelerate!

KEY TAKEAWAYS

[:51] Barbara’s company is Social Centered Selling, in Atlanta, originally focusing on helping organizations develop their strategy around implementing social media into their selling practice, and now, helping frame the entire buying experience.

[2:08] The biggest challenge for sales reps is in framing a message that resonates with what the buyer cares about. Barbara notes how management could improve rep training.

[3:03] Barbara says reps need to research their client and their client industry’s trends and pain points, to know many pertinent facts before engaging a contact. What problems interfere with this rep behavior?

[4:41] Barbara notes that very few colleges provide a degree in sales. To make matters worse, 40% of organizations are not onboarding sales staff with consultative training on sales skills. Kennesaw State University offers an amazing sales curriculum.

[8:04] Students coming from the Kennesaw curriculum are hired quickly, and hit the ground running with top skills. What does Barbara suggest to encourage additional colleges to pick up the sales curriculum?

[10:18] Barbara considers generational issues, such as the Millennial’s aversion to the phone. A sale doesn’t come from a Tweet! Inside Sales reps that are not trained may damage the company brand instead of bringing in profit.

[12:49] People need more training in how to researching industries, trends, challenges, and pain points, and how to spin that into a contact’s accepting a meeting. Quality of outreach is more important than quantity of emails sent.

[18:21] Salespeople call Barbara and ask her to tell them about her business. No. Look on LinkedIn before you call. Look at causes, charities, interests, and company focus. Don’t waste the contact’s time, and don’t roll right into the pitch.

[21:49] New technologies enable more phone calls, but it’s the quality of conversation you have when somebody picks up the telephone that counts, and that is a big gap in skill. Barbara has advice for managers.

[24:40] Harassing by email is not welcome. Don’t ask why someone didn’t respond. They didn’t respond because you didn’t offer them value that resonated with them.

[26:31] Organizations need to evaluate their processes. Hiring more salespeople to make the same errors will not move the needle for an organization. Quality plus quantity is needed. People are buying from people. See Google’s ZMOT theory.

[33:35] Individual salespeople can make a commitment to change the buyer’s perception. Don’t let the buyer lead you down the path. Learn what they need, and how you can help them.

March 29, 2017

Process and Execution Rule in B2B Selling. With Tibor Shanto. #418

Joining me once again on this episode of Accelerate! is my guest Tibor Shanto, author, speaker, trainer, and sales expert.

KEY TAKEAWAYS

[2:00] Tibor offers training, speaking, and coaching, and he writes. He helps B2B companies get new business through process and execution. “Everything else is just talk.”

[3:56] Tibor comments on research about social media influence on B2B. Is the research relevant and reliable?

[6:11] Some buyers enter the market on their own. Some do not, unless approached; and they may not be on social media.

[10:23] When you start content marketing, what happens when you run out of content? Tibor shares his experiences. [12:46] Tibor does not seek pain points. What does he focus on, instead? How does he help prospects become buyers?

[16:24] ‘A’ players use tools to boost their success. ‘B’ and ‘C’ players hope tools will make them ‘A’ players. “‘C’ players should be seeking employment in the hospitality industry.”

[20:41] A robust sales process that is followed, serves as a platform for coaching, hiring, and individual success.

[23:29] Managers need to spend more time coaching their B players. 75% of their time should be coaching, but rarely is.

[29:02] Some sales behaviors and traits can be taught. Can passion be taught? How does process help sales?

[34:00] Statistics vary about buyers, regarding who initiates, and who is brought into the process. Embrace both types.

[38:25] Sales complexity increases from the technology and apps being thrown at the reps to ‘help them.’ They hinder more than help. Look for helpful tech, not just new tech.

[40:44] Tibor notes that tech doesn’t make the sale, but it does help reach the buyer. Learn to sell first, and tools can help.

 

March 16, 2017

How to Optimize Your Sales Effectiveness. With Manny Medina. #407

Manny Medina, is CEO of Outreach.io.

KEY TAKEAWAYS

[:47] Manny was a telco software developer. He moved to Amazon, then to Microsoft’s Windows Phone, and then, sales.

[1:40] Manny founded GroupTalent, as the main salesperson. They developed internal outreach software, but customers wanted the software, not their service. So he began Outreach.

[2:42] The declining number of hours reps spend selling is the biggest problem Manny sees in sales. Why has it declined?

[4:50] Could CRM syncing take less sales time? Manny also has ideas for getting real-time client information to salespeople. What can be automated in communication?

[7:30] As sales is a process, Manny asks, for each action, what is the value of that action relative to the expected outcome. How do you optimize your time to be most effective?

[9:02] Marketing Automation provides customers with a lot of information before they buy. Salespeople should have a lot of information about the customer’s persona, and the individual contact, and engage them to fit their needs.

[12:55] In B2B sales, you need to know the structure of the prospect firm. Who are the influencers, who makes the decision, and what value proposition engages each contact?

[15:30] How can you set up your system so that when your automated message is sent to the contact, it lands at the right place and time to work? When should you use testing?

[17:55] The sales process has two issues: how well does the process fits the prospects, and are people well-trained to have the right conversations to engage with the prospect? What message resonates with each persona?

[22:16] Sales process training is largely ineffective, and, when effective, it fades in the absence of continued follow-up. When Outreach.io works with a client, they check for a process; if it’s being followed; and lastly, if the results are being measured.

[26:36] Manny cites Bill Walsh’s The Score Takes Care of Itself, about a standard of performance, that when followed, produce repeatable results. SaaS needs a repeatable process.

[29:01] What relationship does Manny see between quota attainment, and CRM roll-out? Are shops actually using their CRM? How can Outreach.io fit into the process?

February 23, 2017

How to Quickly Qualify Your Prospects. With Sean Burke. #389

Joining me once again on this episode of Accelerate! is my guest Sean Burke, CEO of KiteDesk. Among the topics that Sean and I discuss are the problems sales professionals have today with prospects going dark, how prospects should be more fully qualified before the reps spend too much of their time, and the NOTE process for qualifying, explaining, and closing deals.

KEY TAKEAWAYS

[:52] Sean started sales with his mother at age 12, selling burglar alarms. His mother trained him well how to make money. KiteDesk is his ninth early-stage venture, in sales and marketing, for revenue generation; sometimes as the CEO.

[2:11] Sean sees sales reps struggling to find out what’s going on inside the buyer’s walls. There are so many influencers. Often, the prospect just goes dark, and you never know why.

Andy suggests this is a failure of qualification and discovery.

[4:15] Sean looks for landmines, to plan pre-emptively for them, such as budgets, product releases, or other projects demanding resources.

[5:40] Sean sees a lot of surprises he didn’t see in the 90s. Andy attributes these changes to technology, and behaviors related to new technologies.

[6:29] Sean sees BANT (Budget, Authority, Need, and Timeline) as outdated for new companies. (It still works for IBM.) Sean has come up with NOTE (Need, Opportunity, Team, Effect) to qualify leads based on the buyer’s needs.

[8:25] Sean was trying to find a way to make the discovery process extremely valuable, especially the buyer, and to be responsive and efficient with the time spent with buyers.

[12:29] Sean refers to Anthony Iannarino’s book where he said that if you’re in sales, you’re focused on outcomes. Sean wanted to lead with outcomes, not features or benefits.

[12:55] If the client doesn’t Need the outcome of the benefit of your product for the cost to implement it, then there is no qualified lead. Tell them there’s no good fit here. Either they will rethink their need, or you will save everyone a lot of time.

[14:52]  Some of the need is philosophical. Sean refers to the ‘find your why’ works of Simon Sinek. It’s great to find a company in synch with your philosophy.

[15:51] Opportunity is a pressing requirement. Is the need great enough to attack now? Sean uses a scoping method to determine ROI, and asks, does the proposed solution justify the expense? This gives the prospect a way to qualify in or out.

[19:49] Team is composed of multiple stakeholders with a sense of urgency. Defining who is impacted by the opportunity helps the client qualify themselves for the deal. There is also a team defined of the influencers involved to get to “yes.”

[24:33] Effect is the experienced value of the product or service to the buyer. It is not the opportunity. The full opportunity doesn’t result on Day 1. The effect is developing the working plan to get through the process and track it for success.

January 17, 2017

How to Accelerate Your Sales With Lean Communications. With Jack Malcolm. #357

Joining me on this episode of Accelerate! is my guest Jack Malcolm, President of the Falcon Performance Group, and author of two books, Bottom-Line Selling, and Strategic Sales Presentations. Among the topics that Jack and I discuss are how a reluctant salesperson became a sales trainer, how Lean thinking clarifies sales communications, how the right questions lead to optimum outcomes, and why your product features, in isolation, are of no interest to the buyer.

KEY TAKEAWAYS

[:55] Jack was a banker in the early ‘80s, because he wanted nothing to do with sales. Until he was sent out to bring in new customers.

[2:06] Summary of ‘Lean’: create more value for customers, and take waste out of the process. Lean communications are: A, B, C, and D. Add value, Brevity, Clarity, and Dialog with customers to co-create value.

[4:10] Adding tangible value is effective communication. It is clear, improves outcomes, and sustains the relationship.

[5:24] Improving outcomes takes precedence over sustaining relationships when an unfavorable message must be given. Be candid at all times, or you subtract value.

[8:41] Asking questions may help buyers to arrive at conclusions that will help improve outcomes for them.

[10:14] Clarity — the customer’s understanding of what the salesperson is trying to get across.

[10:52] Brevity — answer the two questions on the prospect’s mind: “What do you want from me,” and, “Why should I do it?” Start your meeting with the what and why.

[14:45] Make it impossible for you to be misunderstood. Don’t assume they know your jargon, acronyms or connotations.

[18:18] Dialog begins with listening. You’re never going to get it all exactly right on your own. To create value, create it together. Use ‘Just In Time’ communications. Listen with focus.

[21:14] Four factors for improving outcomes: solve problems, show opportunities, help adapt to changes, and remove risks.

[27:04] Instead of starting with features and benefits, ask what the customer wants to achieve, and work back to the features.

January 7, 2017

How to Use Networking to Open the Door. With David J.P. Fisher. #349

Joining me on this episode of Accelerate! is my guest David “DFish” J.P. Fisher, a sales expert, professional keynote speaker, and best-selling author of the Networking in the 21st Century series of books. David is also the Founder of Hyper-Connected Selling. Among the topics that David and I discuss are how his early experience selling Cutco products influenced his career in sales and sales training, the reasons why networking is an investment in relationship building (and not a sales call), and the secret to being the most interesting person in the room.

KEY TAKEAWAYS

[:53] David goes by “DFish” from his band days. He paid for college by selling Cutco Knives.

[3:44] DFish used his networking experiences from building his business as the basis of his Networking in the 21st Century book series.

[5:29] Are humans natural networkers?

[11:00] Why networking is more than just knowing who all the people are who are involved in the buying process.

[12:27] DFish gives his definition: Networking is building a web of relationships with others, for mutual support in finding business solutions.

[15:17] DFish asks people about their significant life events. Then he asks: Who connected or introduced you to that, or helped you to create that? Those connections are networking!

[15:59] Andy recommends The Go-Giver, by Bob Burg, and Influence, by Robert B. Cialdini, to learn more about the influence of the reciprocity instinct in sales.

[18:00] In building relationships, you have to have something to give. That requires intentionality. It doesn’t have to be spectacular or amazing.

[20:30] When you meet somebody, as you network, ask: What are you working on now that’s really important to you? Listen, and then follow up with: What can I do to help you?

[22:43] Weak (or loose) connections, once they know something about you, are more likely to refer somebody to you.

[26:15] Social savvy includes dress and grooming, body language, smalltalk, sense of humor, and listening. DFish shares his views about perceptions and human relationships.

[31:21] DFish talks about networking virtually, stressing that on the other end of the device you will find another human being. Do your research before the interaction.

 

December 22, 2016

How to Get the Biggest Return on Sales Training. With Steven Rosen. #337

Joining me for the second time on Accelerate! is my guest Steven Rosen. Steven is the founder of Star Results, an author, speaker, trainer and expert on training sales managers. Among the many topics that Steven and I discuss are Steven’s rise from sales on the street, to a view from the C-suite; the conundrum of companies under-investing in the development of front line sales managers; various components of leader development and coaching; and what leaders can do, if they are not being developed by their company.

November 30, 2016

How to Get the Best ROI from Sales Training. With Norman Behar. #318

Joining me on this episode of Accelerate! is Norman Behar, CEO and Managing Director of the Sales Readiness Group, and co-author of the new book, The High-Impact Sales Manager: A No-Nonsense Practical Guide to Improve Your Team’s Sales Performance. Among the many topics that Norman and I discuss are some of the new ways millennials prefer to access sales training, what to look for when selecting a training vendor, creating a culture of accountability, and the skills a sales manager needs besides those of a top sales rep.

November 29, 2016

How to Simplify The Complex Sale. With Brian Burns. #317

Joining me on this episode of Accelerate! is Brian Burns, host of the popular podcast, The Brutal Truth About Sales and Selling, and author of The Maverick Method: Simplifying the Complex Sale. Among the many topics that Brian and I discuss are the problems Brian sees in the poor implementation of sales automation tools, the lack of sales training to teach sales reps how to authentically connect with customers in the complex buying process, and traits for success as a sales maverick.