B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

56: 6 Questions Every Salesperson Must Answer w/ Joseph Grieves

ABOUT THIS EPISODE

A good sales pitch is like good storytelling.

To perfect your beginning, middle, and end, you need to answer 6 questions road-tested by Joseph Grieves, Training and Development Manager at Operatix.

We talked about how to answer these questions:

  • Who are your target persons?
  • How would you summarize your company in 2-3 sentences?
  • What are the biggest pains your service solves?
  • What are the best business benefits to your solution?
  • Who are the current clients you can mention?
  • What value will you give during a meeting?

To hear this episode and many more like it, you can subscribe to The B2B Revenue Acceleration Podcast.

 If you don’t use Apple Podcasts, you can listen to every episode here.

 

OYOU'RE LISTENING TO BE TO B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sailes and marketing in their industry. Let's get into the show hi welcome to be to be a reve newaccederation. My name is Oanam with her and I'm here today with Jo GravesTraining and development manager, IATO poratics Ow, are you today, Jo? I amvery well Vig, I'm very pleased to be here. As you know, 've been an ardentfan of the show, since it's conception, so yeah really pleased to be invited onthere. You go there, you go. You are the guest. Now that just be list no an,I yeah you've been a promoting the shows to the team and trying to takeall the NECTA the best practices and put that in place with the team so yeah.I know that you've been a kin, an of the show and I funnis cry. AbsolalyYeah Lovey, you've been you've been a kin listenor to theur show so todaywell be talking about the sixth question every since person mess onser.But before we go into that conversation jow. Would you man introducing yourselfto audience and tell us a little bit more about what you do, attoparatics,what your role is? Atoporatics yeah, absolutely so my name is Joe Greed soor Joseph wfr being more formal, Sam, the training and Development Manager,her operatics, my role is to not only train people coming in from varioustouch of backgrounds, maybe they're coming new into it cells, maybe they'recoming into cales for the first time is to provide them with the initialtraining but, more importantly, the ongoing coaching so working with peoplevery closely to help them do the job better and be better at sales, and Ithink you know when whenever we have new people coming in I'd be lying tothem. If I said what we do is easy, then there's a lot of work that goesinto making someone very good. I think, for me, my background and how I gotinto sales is a little bit unusual. I think, like most people, I kind of fellinto sales. I actually trained as a professional actor the Gillhor Schoolof music an Darme long time ago and...

...like most people who graduate from adrama school, I went on to become an unemployed actor and to supplement mylifestyle. Should we say I one of the types of work that was readilyavailable was call centers and for a long time I worked in that kind ofenvironment. I sold pretty much anything you can think of wine. BlindsMagazine Subscriptions Charity Donations, Music Licenses, you name itand I think you know initially most people don't everthink. I want to docol calling, but for myself not only did I find I was very good at it, but Iactually really enjoyed it and and weidly. I think, with COL calling. Iknow it sounds like a dirty word, but cocalling the adrenaline and the buzzthat you get from Col cording is very similar to doing a performance sostanding up in front of aience and performing, and you know Ma Mo on thatwhen it's not a cool cal, if you are prepared. So if you do your resuartFram oreting, we do you do al the ground Walke, it's it's a warm call, coColis, it's just kind of repeating the same thing to the same people andhaving a oping for a little bit of luck, but getting into a topic one of th, thefirst question that I've got for you and anithing today: You'll be sharing afew of internal Secredsan and how we go about doing things and all that ingaway. Jo, absolutely absolutely! But I'm sure U will agree with me that whenwe CI OO Program With Clients, often we get absolutely too much information. Weget lots of PIDEAFES ofstethat, wo Telly, don't in an even sometimes whenwe ask our client sell team to some of the tetch to readly, give us that highlevel Elevet Ofeach they actually struggle to just go straight to theassensn and actually sumarizing only a couple of sin sentences. What thatcompany does so maybe we could start there, and maybe I would be wonderfulif he could share, wish audience. Thie sixt question every says: Busson moston so absolutely I think, before I kind...

...of go into the questions, Oi'll give aa bit of pretext to it, because I think there's an ongoing argument in sales asto whether you go for the scripted method versus the more free style, andfor me you know hat what we do is very much in art form. The analogy that Iuse is like a Hollywood screen writer. They don't just write. The first draftof a screenplayne then send that off and go there. You Go Hollywood, it'sDowand! It takes countless iterations. You have to put a lot of work in doingvarious drasts to make it what it is. But the idea is that, as well as Sallesbeing an artform there's also a science to it, there's also a formula to it andwe've very much perfected. The formula and the idea of these six questions isto really give us the skeleton for that formula. There isn't always a one sizefit all, but the idea is with these six questions. If you can answer thesequestions, that will give you a really good jumping off point to actuallybuild your pitch, and this pitch could b used for anything whether it'scalling whether it's face to face or whatcato. So I guess going straightinto the first one. The first question that I always ask is who the targetpersowners that you want to meet with and the target companies. But what isit specifically about them that make them the best person to speak to?Because I don't think it's enough anymore. Just to say I'm calling youbecause I see you are the chief information security officer, there's awealth of information out there that you have at your fingertips now withlinked in and various other tools where you can actually find out a lot aboutwhat people are already interested in and by leading into the conversationtalking about them talking about their interests that immediately separatesyou from all the other sales people, but even better. If there's a specificreason why you want to talk to them about your product, that's going toreally kind of warm up the conversation from the off. The second question wouldbe: How would you summarize who your company is and what you do ing two orthree sentences? That's interesting! Whenever we ask our clients thatquestion they struggle. Initially, it's...

...not an easy thing to do, but it's veryimportant because I think a lot of sales people that would be the entiretyof their pitch. They storp talking about the company where they came fromand thet kind thing, but actually, if you've only got a short amount of time,you need to make that vredy succent and quite often, if, if you can't, ifyou'll find yourself struggling to do that, marketing team spend a lot oftime and effort actually doing that themselves. So you can go to acompany's website and you see maybe they've already done, that anotherbreat source of that is the the CEO. If anyone's watched, dragons den you'llsee people who have these ideas for companies at some point, they've stoodup in front of investors and articulated what the company is andwhat they do in a way that they can repeat and they're often a good sauce.So if find looking for for interviews from cos of companies is a really greatway of finding that, if you're struggling to do yourself ye. The thirdquestion is on one of the biggest pains that your solution of service solvesand, if you think about it, most technology is borne out of the ideathat there is a problem that you need to solve and they've created thistechnology to fix the problem, and you want to really highlight that now theremight be more than one. There might be several problems that your solution fix,but you do need to be selective. You do need to pick the ones that are not, Inot only going to resonate but something that they agree with, andthey recognize almost immediately. then. The fourth question would be hane ore. The best business benefits toyour solution of service not features, and it's very important to make thatdistinction, because in the beginning really people aren't necessariy focusedon what the technology does or how it does it they're more interested in theND outcoming and in business. It always comes down to the same types of things.Is it going to save me money? Is it going to make me man? Is it going tosave me time or make me more secure? What is it about your product and oftenI'll say to my clients I'll say: Give...

...me one good reason why people shouldbuy your product and then quite often that is the main benefit and then thefifth question would be who youre current clients of what? If anything,can you talk about, and I think that's very important, because it's all welland good to say you can do these wonderful things for companies, butunless you've got the ability to back that up and actually show that you'vebeen able to do it for similar companies, then they may not alwaystake your word for it. So a lot of our clients. They may have strictnondisclosure agreements which, which can make that somewhat tricky, butwhere you can talk about your current client, it's very important and youneed to actually give specifics so you've saved x company. You know X,amount of money. Well, you need to delve a bit more into that and givepeople an idea of exactly what you're going to be able to do for them and howyou've done that for possibly necpettors, I think finding a suitablecompetitor, someone who's in the same vertical is very, very important. Youcan use as a reference and then the the last question, which is one that Ithink a lot of sells people maybe struggle with this. You know what valueother than, let's say a demo or power point presentation. You know the oldkind of power point Karaokes that people like to do what value are theygoing to get from meeting with you other than that demo or rather thanthat presdentation? And, quite often, I think the thing that people get valueis learning something about their business, that they don't already know,and hopefully, if you're able to demonstrate that in the nextconversation that you have the next steps, that's going to be the hook thatdraws people in, because you know, if I'm going to take time out of my day totalk about your product. I want to know that the hour I spend with you alone,whether or not I buy your product is going to be worth my time. So those sixquestions there. If you can get the answers to those questions, and youhave them in that order, essentially what that does. It writes yourselfspitch foy and if you can use that as a...

...jumping off point use it as a skeletonand really what you're looking for is a narrative. I think you know if it sellsbitches like good storytelling, it's going to have a clear, beginning,middle and end, and this Il this goes really long way to giving you theability to do that. Okay, that makes perfect sense in it. And one of thepoint that you mentione is around the fitsow thats is velses the benefits ofthe varyas Wi te ever and and I'm a big benyver nd. I'm sure you are now aswell in Dhefi that we don't need to become expert of the products,particularly for what we do wic is unitual part of theserc proce. Thatdemain generation demand creation that that pype and generation, but reallywhat we need to get is to get under the skin of the prospect ondheostandicg therule of the prospect on dosing, their challenges, undersomting what happenedin their life? The solution is only secondary, because what we need to Anosome forces is the pain. So I'd like to wandor something from you O'l do you,because, obviously we walk with a Vaety of clients in lots of your owndifferent space from cloud to dig data to say, abor security to marketingsolutions. How do you go about adapting to each of this prospect? How do you goabout finalizing, compiling Apottin and serl speech of Selsinaou? Should I saywhen you've got so many different potential personeagcan ti get into anaccount. That is a good question. I think it's about for us. It's all aboutaccount. Base selling. You know you really need to understand theverticales and the types of people, the types of companly understand ofrelationships between the people that you're going to be speaking to, andimportantly, you know, if you get in the room with someone a they just goingto be an advrocat or do they have the ability to sign off on on the project?Sometimes I think a lot of our clients. You know they want awayme high,obviously, because you're looking for that decision, maker you're. Lookingfor that person who can sign of from...

...the project but there's an Awsol saying,which is you've, got to kiss a lot of frogs before you find your prince. Sothe the approach that we take is tryng to speak to as many people as you can,the more people you speak to the better you're going to get insight from them.You might not always get what you're after, which is a meeting, perhaps butdoing that kind of indept research and speaking to those people, understandingthe pains not just from one part of the business. I think you know people makethe mistake of thinking that the decision making process is always topddown. Actually, a lot of companies have a committee style decision makingprocess, which means you're going to have to speak to multiple people withinthe business in order to get what you want. Okay, that makes perfect sense,and could you could youalso develop a little bit or explain to Oaugence whatwe call the deep dive when we do a compan, because I think it's justrelated to Whac you mention, which is what you need to have stop theconversation somewhere, but then over tim need to develop this conversation.So it's not a it's. Not a one call on meeting one deal, but is probably a fewhundred calls probbly a dozen of meetings when Dell. So can you justcelebrate a little bit on the on the deep day for Ugence and Ow? You goabout it and ow. You go about training, the team about doing it properly. Yeah,I think you know. One of the big struggles for particularly in thetechnology sectors is understanding what I talked about before, which isthe difference between the features of a product and the benefits, becauseyou've got to understand your audience. Think think about it like this right.You call somebody out of the blue they've, never heard of your companybefore and if you're going to go off on a huge kind of speech. Talking aboutthe technology saying things like it', a interconnected cross platform,letwork woun solution with Edia firewals at this stage, that's allmeaningless and you've gon to understand what's important to thepeople that you're speaking to so it's bringing you know if you've got afeature that is going to speed up the process for someone. That is the keything to talk about, not necessarily...

...how it works, but more the end resultand give people specifics as well. You know it's no good! Me speaking, someonesaid Noh. I can save you a bit of money. People want to know how much you know:you've got to give them those kind of examples, and when you're doing thatkind of dee dive, you need to artbe asking the right kind of questionsquestions depending on where you're at in the stage of the process. If you askthe wrong question at the wrong wrong time, that can put some people off, soyou need to be very smart about the type of questions you're asking inorder to get that person to divolge the information that you need not only toqualify the prospect, but also to almost CONV, have them convincethemselves that this is something they need. Okay and then speaking about thatand speaking about asking the right question nd and also the right way toask this question, and we know that there is specific technique to work onthe psychology, the mind of the prospect to make sure tha they. Theyagree to learn more about the company weare representing and the solution itwho was tring to push to them. But can you show with augience how you do toactually do that? WOR THAT PSYCHOGICAL mind walk? You know the way you ask thequestion to get them to agree to get into Onso to get them to be interestedyeah absolutely, and I think the psychology is something ID probably saId probably go to detailed. Sometimes so, if I go off an a tengant, do stopme, but it's really interesting because you've gon to understand how humanbeings work and how they relate to each other. One of the things I was talkabout is that you know particularly let's say in the cold course scenario,the very top of the core building rapport with someone for someone he'venever spoken to before. It can be a difficult stage of the process andinitially you've got to get someone to like you, because if the fact the factis, if they don't like, you, they're not going to listen to you so actuallythinking about ice breaker questions putting a lot of thought into that alot of people just say: Oh, you know how you doing or how's the weather, butyou can actually put a bit of thought into that. So, for example, there was astudy done recently where they looked at the best type of icebreaker questionand the one that came out on top and...

...had the most successful results was howave you been now. The psychology there is that havve you been implies thatthere is prior knowledge and it kind of scrambles, the brain and the personhunting. So have we spoken before another one I used to use was: How areyou doing? Are You well, and my theory was that no one likes to admit ther,unwell, so they'd always say yes and again, I heat what I hear a lot is whenyou're trying to qualify and make sure it's the right person to speak. To Ihear people saying: Oh, I understand you're responsible for cybersecurity.Is that right and by saying, is that right? What you're saying to thePROSPECTIS? I'm not sure? Actually, that shouldn't be a question thatshould be a statement saying Iranian, I'm palling you because I understandyou are the CEO and then you stop talking and actually that by knowingwhen to stop. Talking is just as important as knowing when to keeptalking, people feel Awkwood and they feel like they need to fill thatsilence and because it sounds like you know, rather than you'r guessing, youhave a better result, but the way I see in any kind of sales environment you'egot two objectives. Objective number one is to get someone to agree thatthey have a problem, and how do you actually do that and and one way we'vedeveloped- that we know works really. Well is a multiple choice. Question,because that what I hear a lot is people saying, okay, you know you'vegot XY air problem. Does any of that resonate with you? Do you see thosechallenges and really what you're doing there is you're testing that person'smemory and they're trying to remember all the things you've just said,whereas if you offer that out as a multiple choice question well, to giveme an example: Righ ask you a multiple trust question: what's your favoritecolor red, Olat blue? What's your favorite food pitro, Spaghetti Italylike bread, but I know what you're getting what ois?Basically, you contor the answer of the question that you are gettings fromcontrolling the ownself, so yeah. That makes perfect sense exactly andwhatever answer you give me is perfect, even if you stay wellse, I don't likeeither of those I like this. I can use that information to lead me into theCORT, but subconsciously you've agreed...

...that you have a problem and then thelast point I make is when it comes to the clotes and the closers, I think youknow, can be the most difficult part of any sales conversation. It's you needto phrase a lasting question. That's going to stick with them and you knowif I surely, if you turn around t someone and you say tat, we can saveyou x amount of money y. now, if we did that for your company, what would thebenefit be for you and your team and then by asking that question in thatway, they give you the answer an and then they heyve convinced themselvesthat actually this is something I need to look at, so very subtle kind ofthings you can do, but it's important to spend a lot of time. Thinking aboutit, because it makes all the difference. Absolutely no agree. I think it thereis nothing more frustrating. I had a guy culting me last week and he wasactually tryineg to quatify me. So is gin me Qollyfaing question before eventelling me what he was all about and, and you just kind of think what whataryou doing. I don't even know who you are with you. Do Wand you trade toquatify me as if a should know- and I think you know starting the convessionas you mentioned- wis getting the people tone. So, yes, you know, I think,thet positive start from the beginning or you've got a few years on so andthen you can go into the explaining the value. Then you can go into explaininghow you deliver the value to similar plient. So then you know you can I kindof Tha vaidation. Then you explain the value of meeting and and then whenintimateit they say yes for the meeting. This is when you should as a qualifyingquestion. This is when you Wul say well, look that we're Goinna have one I illand I want to make the most of that time. All Goinn have sat mis, let'smake the most of thet time. So I've got a few question to ask you, so I canmake sure that Macudi insed will be able to come with all the writinformations, etct etc, but se ao its very important. You need to make surethere is a pain. If there is a pain, you explain that you can solve the painand you give an example of ow you so the pain for someone in a similarsituation. Then you explain the value of the meducation and then you explain,I you as them. If they've got any...

...eliagies and stuff like that, and andthen you presy Toug, basically a wo, you mae sure it. When you go there, youknow th, you go with the right pill, absolutely that makes perfect sental.Thank you row much Jo for your insight, theving. It was pretty interesting toweare you going through the sixth question that we should ask and how toformulate the pice, but also a conversation around the HPLACOLOGYNOL.The mine work is obviously quite quite interristing and intriguing, but ifanyone wants to carry on the conversation of Lyine from this podcast,what's the best way to get all of your Jo, so you can connect with me onLinton, always happy to have a chat with people that way. Alternatively,you can email me Joseph do greaves a operatic stot net always happy to speakto people about what we do. Awso, I'm sure you've experienced really, and Icould talk about the theory behind what we do all day and would happily do so.So if anyone wants to pick up that conversation with me be prepared for along Checke Nest. Onder fol thanks for your time today, Jo really appreciateEringon on this show and glad you made it as a guest, absolute s, a pleasure.Thank you. Roin operatics has redefined the meaning of revenue generation fortechnology companies worldwide, while the traditional concepts of buildingand managing insize sales teams in house has existed for many years.Companies are struggling with the lack of focus, agility and scale required intoday's fast and complex world of enterprise technology sales see howoperatics can help your company accelerate pipeline at operatics, dotnet you've been listening to be to be revenue acceleration to ensure that younever miss an episode subscribe to the show in your favorite podcast player.Thank you so much for listening until next time.

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