Bridget Gleason is VP of Sales for Logz.io and my regular guest on Front Line Fridays. This episode also features guest Chris Orlob, Senior Director of Product Marketing at Gong.io.
[2:10] Andy introduces the first Front Line Friday guest, Chris Orlob of Gong.io.
[3:21] Chris connected with Andy by sending him an article about gender differences in selling. Gong.io brings science to the sales conversation. Chris starts to explain the data.
[4:47] Chris tells how Gong.io analyzed 30,469 B2B SaaS anonymous account executive sales calls recorded from December 2016 and January 2017.
[7:13] Correlations are barometers that can point you in the right direction for the qualitative side of answering a question.
[8:26] The study measured the silences in each part of the conversations. Who “listened” more (or were silent longer), men or women?
[11:31] The data in this study appears to be counter-intuitive, so what is it really saying? Watch for confirmation bias!
[12:59] Who interrupts more, and are interruptions necessarily bad? The study does not address the effect that interruptions have on the sales conversation.
[15:27] Are women compensating for their interruptions in other, positive ways?
[17:18] Interruptions need to be understood in context.
[18:38] Monologue lengths of men and women also differ, but whether a male or female account executive is speaking, is the customer paying attention for two minutes or longer?
[25:24] The study notes that women move more deals forward than men, and close a greater percentage of deals than men. But women are still greatly under-represented in sales. Why?