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<v Speaker 1>You have to approach the conversation with a buyer mindset.

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<v Speaker 1>If you successfully map your solution to the buyer's pains

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<v Speaker 1>and provide proof that you can live up to your commitments,

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<v Speaker 1>you know you'll truly sell and negotiate on value versus price.

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<v Speaker 2>You're listening to the audible Ready Podcast, the show that

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<v Speaker 2>helps you and your teams sell more faster. We'll feature

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<v Speaker 2>sales leaders sharing their best insights on how to create

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<v Speaker 2>a sales engine that helps you fuel repeatable revenue growth.

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<v Speaker 2>Presented by the team at Force Management, a leader in

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<v Speaker 2>B to B sales effectiveness. Let's get started.

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<v Speaker 3>Hello and welcome to the Audible Ready Sales Podcast. I'm

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<v Speaker 3>Rachel klap Miller, and one of my favorite things to

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<v Speaker 3>cover on the podcast is really basic sales fundamentals. I

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<v Speaker 3>like it when we just get back to basics because

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<v Speaker 3>they are so critical and a lot of us do

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<v Speaker 3>them without thinking about them now, but never to experience

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<v Speaker 3>for a refresher. So today we're packaging them up this

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<v Speaker 3>five things to practice before your next sales conversation. Of course,

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<v Speaker 3>John Kaplan joins me today.

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<v Speaker 1>Hi John, Hey, Rachel, I think this is a great

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<v Speaker 1>topic of just I call it sales hygiene. It's like

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<v Speaker 1>waking up, brushing your teeth and combing your hair. So

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<v Speaker 1>I really really like the way you set these five

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<v Speaker 1>topics up.

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<v Speaker 3>Right, and the discipline that you need to be a

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<v Speaker 3>great salesperson goes back to those hygiene steps. You know,

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<v Speaker 3>at any sales call, you only have a short window

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<v Speaker 3>to make the person on the other end want to

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<v Speaker 3>take next steps, want to even talk to you. So

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<v Speaker 3>let's dive into these critical reminders. First up, you're so

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<v Speaker 3>called elevator speech.

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<v Speaker 1>Yeah, I think you know, people love this topic, the

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<v Speaker 1>elevator speech. Be prepared to talk about what you do,

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<v Speaker 1>and that's probably the question we're asked the most. You know,

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<v Speaker 1>how many times has the customer started the sales call

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<v Speaker 1>with so, you know, tell me about your company, tell

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<v Speaker 1>me what your company does? And you've got to make

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<v Speaker 1>sure that you have an answer that demonstrates your capabilities,

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<v Speaker 1>the uniqueness, and the value provide your customers. And it's

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<v Speaker 1>always best if you can make these points by making

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<v Speaker 1>them relate to what you know about the customer. I

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<v Speaker 1>call it kind of outside in.

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<v Speaker 3>Yeah, I think my classic line to the answers to

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<v Speaker 3>what do we what do you do? I always say

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<v Speaker 3>I do marketing for forced management. We help high tech

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<v Speaker 3>sales organizations generate more revenue per rep. And I love

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<v Speaker 3>it because it's very clear of what we do. But

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<v Speaker 3>sometimes they look at me like, WHOA, she's got that

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<v Speaker 3>nailed down, and I'm just it's about outcomes and that's

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<v Speaker 3>what that's what we preach.

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<v Speaker 1>I better have that down audible ready, that's right.

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<v Speaker 3>So another concept we use the three piece. We've talked

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<v Speaker 3>about it in some other podcasts episodes, but really a

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<v Speaker 3>good thing to practice.

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<v Speaker 1>Yeah, I think the three p's are incredibly valuable. When

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<v Speaker 1>you're trying to get to busy prospects and you're trying

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<v Speaker 1>to get their attention. You have to structure an opening

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<v Speaker 1>or a lead in with succinct initial sales conversation, and

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<v Speaker 1>the three p's are just kind of a great, great methodology.

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<v Speaker 1>So first, it's the purpose, the goal of the meeting.

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<v Speaker 1>Why are you calling me? I mean, you've got to

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<v Speaker 1>put yourself in the shoes of the buyer and here's

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<v Speaker 1>where they're ask here's where they ask, why are you

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<v Speaker 1>calling me? And so the next pe is process, define

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<v Speaker 1>how the time will be spent. And so it's kind

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<v Speaker 1>of the agenda, you know, what do you want from

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<v Speaker 1>me if you're standing in the shoes of the prospect.

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<v Speaker 1>And the third one is the payoff. It's the relevant

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<v Speaker 1>and tangible benefits that peak the prospect's interest. This is

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<v Speaker 1>kind of the what's in it for me? So articulating

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<v Speaker 1>the three p's early on in a conversation or even

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<v Speaker 1>in the agenda demonstrates your business acumen. It lets your

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<v Speaker 1>prospect know you won't be wasting his or her time,

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<v Speaker 1>and they can also help you ensure that the right

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<v Speaker 1>people will be part of the conversation. You know, when

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<v Speaker 1>you do purpose process payoff and you're talking about that

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<v Speaker 1>process and you're talking about the kinds of questions or

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<v Speaker 1>the topics that you want to speak about or to

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<v Speaker 1>engage that prospect about, many times it's going to identify

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<v Speaker 1>other people in an organization that could benefit. And I

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<v Speaker 1>don't want you to shy away from this, Rachel. I

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<v Speaker 1>hear a lot like I say, so people say to me,

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<v Speaker 1>so are you're talking about, like sending an agenda, And

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<v Speaker 1>I'll be like, well, why not? And many times I

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<v Speaker 1>find the reason why people do not send an agenda

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<v Speaker 1>is because they don't want the meeting to get canceled.

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<v Speaker 1>And that's just a confidence and conviction topic. So if

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<v Speaker 1>you believe what you do matters, preparing yourself with purpose

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<v Speaker 1>process payoff really gets your mind right.

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<v Speaker 3>Yeah, And as we said at the top, no sellar

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<v Speaker 3>is above having to do these fundamentals because the homework

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<v Speaker 3>that you do before a meeting coming up with your

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<v Speaker 3>purpose process payoff. Of our colleague Frank Azelino always says,

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<v Speaker 3>homework is respect and it shows respect to the people

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<v Speaker 3>on the other side of that zoom call, other side

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<v Speaker 3>of the line, whatever, whatever it is. So the next one, John,

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<v Speaker 3>another good reminder listen.

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<v Speaker 1>Yeah, Yeah, you can never underestimate the ability to effectively

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<v Speaker 1>listen in a sales conversation. And you've got to remember

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<v Speaker 1>people don't like to be persuaded. They rarely argue with

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<v Speaker 1>their own conclusion. So you have to help them see

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<v Speaker 1>how your solution will provide them value by an effective

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<v Speaker 1>discovery process. You got to ask the right questions and

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<v Speaker 1>uncover the key positive business outcomes that they're trying to achieve.

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<v Speaker 1>And I like to talk about that little I call

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<v Speaker 1>the little enemy within or that little devil on my

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<v Speaker 1>shoulder that every now and then I'll be on a

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<v Speaker 1>sales call and I'll be talking, and I'll hear this

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<v Speaker 1>voice in my head that says, why are you talking?

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<v Speaker 1>Why are you talking? And if I can't follow that

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<v Speaker 1>up with because you said, mister missus customer. The reason

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<v Speaker 1>why I'm telling you this, mister missus customers, because you said.

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<v Speaker 1>And if you can't do that, shut up, shut up.

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<v Speaker 1>And so listen to that enemy within. When you hear

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<v Speaker 1>it in your head and you ask yourself the question

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<v Speaker 1>why are you talking, you better have a good answer.

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<v Speaker 3>Yeah, I should come up with a little gift of

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<v Speaker 3>you John saying yes, yes, okay. So number four, keep

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<v Speaker 3>the focus on your buyer. Think like the buyer in

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<v Speaker 3>all things.

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<v Speaker 1>Yeah, we talked a little bit about this. You know

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<v Speaker 1>this outside and approach. You know, you have to approach

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<v Speaker 1>the conversation with a buyer mindset. If you successfully map

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<v Speaker 1>your solution to the buyer's pains and provide proof that

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<v Speaker 1>you can live up to your commitments, you know you'll

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<v Speaker 1>truly sell and negotiate on value versus price. And at

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<v Speaker 1>the same time, you'll definitely definitely minimize that price conversation

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<v Speaker 1>or that price only conversation.

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<v Speaker 3>So important and Finally, number five, making sure before your

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<v Speaker 3>next sales conversation you are brushing up on relevant keyword

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<v Speaker 3>relevant proof points before you start that conversation.

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<v Speaker 1>Yeah, I mean you have to show that you can

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<v Speaker 1>provide the value you promise. You have to be ready

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<v Speaker 1>to provide proof points that show the tangible results your

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<v Speaker 1>solution provided for another customer helps prospects see the value

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<v Speaker 1>in doing business with you. It's not a logo. It's

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<v Speaker 1>not naming a brand or a logo. You have to

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<v Speaker 1>learn and tell the story.

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<v Speaker 3>Yeah, as we close, John, I mentioned it earlier. All

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<v Speaker 3>of these five tips, these basic sales fundamentals, come down

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<v Speaker 3>to prep You can't underestimate the power of preparation.

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<v Speaker 1>Yeah. A famous basketball coach once wrote that the difference

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<v Speaker 1>between stress and pressure is preparedness, and the most elite

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<v Speaker 1>sellers are always the most prepared. And I like what

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<v Speaker 1>Frank Gazelino said on this topic. You know, preparation shows

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<v Speaker 1>respect and it will be and that preparation will be

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<v Speaker 1>admired and felt by the prospect. So its just sum

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<v Speaker 1>this up. Rachel. The you know you're listing out. I

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<v Speaker 1>like to see people get up in the morning and

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<v Speaker 1>list out the calls that they're going to make for

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<v Speaker 1>the day, and then do the three p's and practice

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<v Speaker 1>purpose process, payoff to talk about what you do in

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<v Speaker 1>a way that highlights the problems that you solve and

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<v Speaker 1>how you solve them differently. Talked about really focusing on

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<v Speaker 1>listening with the intent to understand, So putting the customer

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<v Speaker 1>first and make it all about your buyer before you

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<v Speaker 1>make it all about you, you'll earn the right to

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<v Speaker 1>make it all about you. And then learn, prepare, and

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<v Speaker 1>tell great stories as proof points to help your customers

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<v Speaker 1>minimize risk. Those are five really good hygiene topics that

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<v Speaker 1>we can wake up with every morning, just like brushing

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<v Speaker 1>our teeth and combing our hair.

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<v Speaker 3>That's right, Stick them on a post it note, stick

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<v Speaker 3>them to your computer, keep them top of mind. Thank you, John,

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<v Speaker 3>my pleasure right, and thank you to all of you

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<v Speaker 3>who continue to listen to the Audible Ready Sales podcast.

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<v Speaker 3>We appreciate it. John gets tons of LinkedIn messages and

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<v Speaker 3>I love seeing the comments too that so many more

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<v Speaker 3>people are finding our podcast. It's so rewarding. If you

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<v Speaker 3>like it, please rate us five stars. That helps other

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<v Speaker 3>people find us too. Thanks again.

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<v Speaker 4>At Force Management, we're focused on transforming sales organizations into

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<v Speaker 4>elite teams. Our proven methodologies deliver programs that build company

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<v Speaker 4>alignment and fuel repeatable revenue growth. Give your teams the

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<v Speaker 4>ability to execute the growth strategy at the point of sale.

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<v Speaker 4>Our strength is our experience. The proof is in our results.

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<v Speaker 4>Let's get started. Visit us at forcemanagement dot com.

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<v Speaker 2>You've been listening to the Audible Ready podcast. To not

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<v Speaker 2>miss an episode, subscribe to the show in your favorite

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<v Speaker 2>podcast player until next time.