Keep Your Sales as Simple as Possible. With Bridget Gleason. #438
Bridget Gleason is VP of Sales for Logz.io and my regular guest on Front Line Fridays.
[:53] Wake up each day telling yourself it’s a fantastic day! Start your day with a smile.
[2:27] Do you prefer treadmills or running outdoors? Does the weather make the choice for you?
[3:58] The topic is whether we are over complicating sales. The human connection is the key in any methodology. As in soccer, the fundamentals win the game, or the deal.
[6:03] Process may obscure the buying journey. When Andy reads a sales book, as he does for every author guest he interviews, the “gold” he finds is in the small stuff, not in big concepts. It’s all about human interactions.
[8:30] Bridget may not find a new concept in a book, but often finds timely reminders that relate to her current situations.
[9:20] The sales process is necessary, like “table stakes.” The differentiators are more nuanced, and are personal to the sales professional. They are independent from the process. [10:43] Many guests on Accelerate market the importance of the process. To compare sales to golf, you can learn all you want about the swing; the action takes place where the clubface squarely meets the ball. That will not change.
[12:06] Lessons in the fundamentals are more relevant than tools and trends. «Plus ça change, plus c’est la même chose.» (The more things change, the more they stay the same.) Humans are fundamentally unchanged since sales began.
[15:02] In episode #432 the topic was relationships. It goes back to that. People buy from people. Bridget is in the majority of buyers, in optimizing buying around trust.
[16:27] There is no sale without a connection. Andy created a mnemonic acronym for the fundamentals: BALD — Be present, Ask great questions, Listen without judgment, and Deliver value.
[19:00] Being present means not being distracted. Listening without judgment means letting the buyer disclose who they are. Don’t categorize them without knowing them. Don’t allow your confirmation bias to fool you. People are unique.
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Contact Bridget Gleason
Bridget is VP of Sales with Logz.io, in the U.S. office in Boston, and was previously VP of Corporate Sales at SumoLogic. Prior to that her recent experience includes being VP of Sales for Yesware and SVP of Worldwide Sales for Engine Yard. She can be contacted at Bridget@Logz.io.
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Andy is the host of the top-rated 6-day per week podcast, Accelerate!, the go-to resource for the best sales advice online. He is the author of Amp Up Your Sales: Powerful Strategies That Move Customers To Make Fast, Favorable Decisions. Amp Up Your Sales is on HubSpot's list of the 20 Top Rated Sales Books of All Time. He is also the author of Zero-Time Selling: 10 Essential Steps to Accelerate Every Company’s Sales (which won Top Sales World's award as one of the Top 3 Sales & Marketing books of 2011.)