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?

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You were listening to bb revenue acceleration, a podcast dedicated helping software executive stay on the cutting edge of sales andmarketing in their industry. Let's get into the show. Hi, welcome tobe to be a rever a new acceleration. My name is Anim with you,and I'm here today with Joe Grieves, training and development manager at operatics.Allow you today, Joel. I am very well, Ray. I'mvery pleased to be here. As you know, I've been an ardent fanof the show since it's conception. So, yeah, really pleased to be invitedon. There you go. There you go. You are the guestsnow, not just the listen now, and I know, yeah, you'vebeen a promoting the shows to the team and trying to take all the necktillthe best practices and put that in place with the team. So, yeah, I know that you've been a Kinkin of the show. Funnics crime solutely. Yeah, love you. You've been a you've been a kin listener tothe show. So today we will be talking about the sixth question. Everysarch person must on style. But before we go into that conversation, Joel, would you man introducing yourself to all audience and tell us a little bitmore about what you do at operatics, what your role is at operatics.Yeah, absolutely. So, my name's Joe Grieve, so or Joseph forfor being more formal some the training and development manager here operatics. My roleis to not only train people coming in from various types of backgrounds. Maybethey're coming new into it cells, maybe they're coming into cells for the firsttime, is to provide them with the initial training but, more importantly,the ongoing coaching, so working with people very closely to help them do thejob better and be better at sales. And I think you know, whenwhatever, we have new people coming in it. I'd be lying to themif I said what we do is easy. Then there's a lot of work thatgoes into making someone very good. I think for me, my backgroundand how I got into sales is a little bit unusual. I think,like most people, are kind of fell into sales. I actually trained asa professional actor the Guildhall School of Music...

...and drama long time ago and,like most people who graduate from a drama school, I went on to becomea unemployed actor and to supplement my my lifestyle. Should we say. Ione of the types of work that was readily available was call centers and fora long time I worked in that kind of environment. I sold pretty muchanything you can think of, wine, blinds, magazine Subscriptions, Charity Donations, music licenses, you name it. And I think you know initially mostpeople don't ever think I want to do cold calling. But for myself arenot only did I find I was very good at it, but I actuallyreally enjoyed it and and weirdly, I think with cold calling, I knowit sounds like a dirty word, but cold calling, the the adrenaline andthe buzz that you get from cold calling is very similar to doing a performanceor standing on front of an instant performing and you know me more on that. When he's not a call, call if you are prepared. So ifyou do your research, and I'm really you do, you do all theground Wauky, it's it's a warm call. Cold call is it is just kindof repeating the same thing to the same people and having a hoping fora little bit of luck. But getting into a topic, one of thefirst question I'd have got for you, and I think today you'll be sharinga few of our internal secrets and and how we go about doing things andall that anyway, and do absolutely, absolutely. But I'm sure you willagree with me that when we kick off a program with clients, often weget absolutely too much information. We get lots of PDF, lots of sothat we are truly don't in and even sometimes when we ask our client sellsteam to some of the pitch, to really give us that high level elevatorpitch, they actually struggle to just go straight to the essense and actually summarizingonly a couple of sentences what that company does. So maybe we could startthere and maybe we would be wonderful if you could share with our audience thesixth question. Every sells person must on sell. Absolutely, I think beforeI kind of go into the question,...

...so I'll give it a bit ofpretext to it, because I think there's an ongoing argument in sales as towhether you go for the scripted method versus the more free style. And forme, you know, what we do is very much an artful the analogythat I use is like a Hollywood screen right. So they don't just writethe first draft of a screen playing and send that often and go there.You Go Hollywood. It's done. It takes countless iterations, you have toput a lot of work in doing various drafts to make it what it is. But the idea is that, as well as sales being an art form, there's also a science to it, there's also a formula to it,and we've cut very much perfected the formula and the idea of these six questionsis to really give us the skeleton for that formula. There isn't always aone size fit or but the idea is with these six questions, if youcan answer these questions, that will give you a really good jumping off pointto actually build your pitch. And this pitch could be used for anything,whether it's calling, whether it's facetoface or what appy. So I guess goingstraight into the first one, the first question that I always ask is whothe target personas that you want to meet with and the target companies. Butwhat is it specifically about them that make them the best person speak to?Because I don't think it's enough anymore just to say I'm calling you because Isee you are the chief information security officer. There's a wealth of information out therethat you have at your fingertips now with Linkedin and various other tools whereyou can actually find out a lot about what people are already interested in andby leading into the conversation talking about them, talking about their interests, that immediatelyseparates you from all the other salespeople. But even better, if there's aspecific reason why you want to talk to them about your product, that'sgoing to really kind of warm up the conversation from the off. The secondquestion would be how do you summarize who your company is and what you doin two or three sentences? Now it's interesting whenever we ask our clients thatquestion they struggle initially. It's not an...

...easy thing to do, but it'svery important because I think a lot of salespeople that would be the entirety oftheir pitch. They start talking about the company, where they came from andthat kind of thing. But actually, if you've only got a short amountof time, you need to make that very succinct and quite often if youif you can't, if you'll find yourself struggling to do that. Marketing teamsspend a lot of time and effort actually doing that themselves. So you cango to a company's website and you see maybe they've already done that. Anothergreat source of that is the CEO. If anyone's watched dragons den, you'llsee people who have these ideas for companies. At some point they've stood up infront of investors and articulated what the company is and what they do ina way that they can repeat, and they're often a good source. SoI find looking for interviews from CEOS of companies is a really great way offinding that. If you're struggling to do it yourself, you're the third questionis one of the biggest pains that your solution or service solves. And ifyou think about it, most technology is borne out of the idea that thereis a problem that you need to solve and they've created this technology to fixthe problem, and you want to really highlight that. Now there might bemore than one, there might be several problem ms that your solution fix,but you do need to be selective, you do need to pick the onesthat are not in not only going to resonate, but something that they agreewith and they recognize almost immediately. Then the fourth question would be what arethe best business benefits to your solution or service, not features and it's veryimportant to make that distinction because in the beginning really people aren't necessarily focused onwhat the technology does or how it does it. They're more interested in theend now coming. And in business it always comes down to the same typesof things. Is it going to save me money? Is it going tomake me money? Is it going to save me time or or make memore secure? What is it about your product? And often I'll say tomy clients, I'll say give me one...

...good reason why people should buy yourproduct and then quite often that is the main benefit. And then the fifthquestion would be who we are, current clients and 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, but unlessyou've got the ability to back that up and actually show that you've been ableto do it for similar companies, then they may not always take your wordfor it. So a lot of our clients they may have strict nondisclosure agreementswhich which can make that somewhat tricky. But where you can talk about yourcurrent clients, it's very important and you need to actually give specifics so you'vesaved x company, you know x amount of money. Well, you needto delve a bit more into that and give people an idea of exactly whatyou're going to be able to do for them and how you've done that forpossibly of neck competitors. I think finding a suitable competitor, to someone who'sin the same vertical is very, very important. You can use as areference. And then the the last question, which is one that I think alot of sales people maybe struggle with, is, you know, what value, other than, let's say, a demo or a powerpoint presentation?You know the old kind of powerpoint Karaokes that people like to do? Whatvalue are they going to get from meeting with you other than that demo orother than that presentation? And quite often, I think, the thing that peopleget values learning something about their business that they don't already know. Andhopefully, if you're able to demonstrate that in the next conversation that you have, the next steps, that's going to be the hook that draws people inbecause you know, if I'm going to take time out of my day totalk about your product, I want to know that that our I spend withyou alone whether or not I buy your product is going to be worth mytime. So those six questions there. If you can get the answers tothose questions and you have them in in that order. Essentially what that doesit writes your sales pitch for you and if you can use that as ajumping off point, use it as a...

...skeleton and reading. What you're lookingfor is a narrative. I think you know a good sales pitch is likegood storytelling. It's got to have a clear beginning, middle and end,and this so this goes a really long way to giving you the ability todo that. Okay, that makes perfect sense in it and one of thepoint that you mention is around the feature of those thus versus the benefits ofthe value. You did even and I'm a big believer, and I'm sureyou are now as well, in the fact that we don't need to becomeexpert of the products, particularly for what we do, which is the initialpart of the cells process. That demand generation, demand creation, that thatpaper and generation. But really what we need to get is to get onderthe skin of the prospect, on the standing, the role of the prospect, on doesn'thing their challenges, on the something, what happening in their life. The solution is only secondary, because what we need to under some firstsis the pain. So I'd like to under something from you, out doyou, because obviously we walk with a variety of clients in lots of yourown different space, from cloud to big data, to save or security tomarketing solutions. How do you go about adapting to each of this prospect Iwould you go about finalizing compiling a pertinent sell speech or cell scenarios, shouldI say, when you've got so many different potential person that you can targetinto an account? That is a good question. I think it's about forus, it's all about account based selling. You know, you really need tounderstand the verticals and the types of people, the types of company,understand the relationships between the people that you're going to be speaking to an importantly, you know if you get in the room with someone, they just goingto be an advocate or do they have the ability to sign off on onthe project? Sometimes, I think a lot of our clients, you know, they want to Wayim high, obviously, because you're looking for that decisionmaker,you looking for that person who can...

...sign off from the project. Butthere's an alden saying which is you've got to kiss a lot of frogs beforeyou find your prints. So the approach that we take is trying speak toas many people as you can. The more people you speak to, thebetter you're going to get insight from them. You might not always get what you'reafter, which is a meeting perhaps, but doing that kind of indepth researchand speaking to those people understanding the pains, not just from one partof the business. I think you know, people make the mistake of thinking thatthe decisionmaking process is always top down. Actually, a lot of companies havea committee style decisionmaking process, which means you're going to have to speakto multiple people within the business in order to get what you want. Okay, that makes perfect sense. And could you could you also develop a littlebit to explain to our audience which we called the deep dive when we doa campaign, because I think it's just related to which you're mentioned, whichis what you need to have a stop the conversation somewhere, but then allour they you need to develop this conversation. So is that a it's not aone call when meeting, when deal, but is probably a few hundred calls, probably a dozen of meetings when deal. So can you just elaborate? Ad It did a bit on the on the deep day Fi audients andOh, you go about it, I know you go about training the teamabout doing it properly. Yeah, I think. You know, one ofthe big struggles for particularly in the technology sectors, is understanding what I talkedabout before, which is the difference between the features of a product and thebenefits, because you've got to understand your audience. Think. Think about itlike this. Right, you call somebody out of the blue, they've neverheard of your company before, and if you're going to go off on ahuge kind of speech talking about the technology, saying things like it's a interconnected crossplatform network, when solution with edfire walls at this stage, that's allmeaningless and in you've got to understand what's important to the people that you're speakingto. So it's bringing you know, if you've got a feature that isgoing to speed up the process for someone, that is the key thing to talkabout, not necessarily how it works,...

...but more the end result and givepeople specifics as well. You know, it's no good me speaking. Someonesaid Oh, I can save you a bit of money. People wantto know how much she you know, you've got to give them those kindof examples. And when you're doing that kind of deep dive, if youneed to, aren't be asking the right kind of questions, questions depending onwhere you're at in the stage of the process? If you ask the wrongquestion at the wrong to wrong time, that can put some people off.So you need to be very smart about the type of questions you're asking inorder to get that person to divulge the information that you need, not onlyto qualify the prospect but also to almost convince, have them convince themselves thatthis is something they need. Okay, and then speaking about that, inspeaking about asking the right question and also the right way to ask this question. And we know that there is specific technique to work on the psychology,the mind of the prospect to make sure the agreed to let more about thecompany while representing and the solution at wells trying to push it in, butcan you show his our audience? I'll you do to actually do that.Will that psychology called mind walk? Yeah, the way you as the question toget them to agree to get into answer to get them to be interested. Yeah, absolutely, and I think the psychology is something I'd probably see. I'll probably go to detailed sometimes, so if I go off on atangent, do stop me. But it's really interesting because you've got to understandhow human beings work and how they relate to each other. One of thethings I was talking about is that, you know, particularly let's say inthe cold corese scenario, the very top of the core building, rapport withsomeone from someone who've never spoken to before. It can be a difficult stage ofthe process and initially you've got to get someone to like you because ifthe fact, the fact is, if they don't like you, they're notgoing to listen to you. So actually thinking about icebreaker questions, putting alot of thought into that. A lot of people just say Oh, youknow, how you doing or how's the weather, but you can actually puta bit of thoughts into that. So, for example, there was a studydone recently where they looked at the best type of ice breaker question andthe one that came out on top and...

...had the most successful results was howhave you been? Now the psychology there is that how have you been impliesthat there is prior knowledge and it kind of scrambles the brain in the personcome of think. So I we spoken before. Another one I used touse was how you doing? Are You well? And my theory was thatno one likes to admit their unwell, so they'd always say yes. Andagain I hear. What I hear a lot is when you're trying to qualifyand make sure it's the right person to speak to. I hear people saying, Oh, I understand your responsible for cybersecurity. Is that right? Andby saying is that right, what you're saying to the prospect is, I'mnot sure. Actually, that shouldn't be a question, that should be astatement. Saying a Renny and I'm calling you because I understand you are theCEO. And then you stop talking, and actually that by knowing when tostop talking is just as important as knowing when to keep talking. People feelawkward and they feel like they need to feel that silence and because it soundslike you know rather than you're guessing, you have a better result. Butthe way I see it, in in any kind of sales environment, you'vegot two objectives. Objective number one is to get someone to agree that theyhave a problem. And how do you actually do that? And One waywe've developed that we know works really well is a multiple choice question, becausethat what I hear a lot is people saying, okay, you know you'vegot x, Y Zir problem. Does any of that resonate with you?Do you see those challenges? And really what you're doing there's you're testing thatperson's memory and they're trying to remember all the things you've just said, whereasif you offer that out as a multiple choice question. Well, to giveme an example, I ask you a multiple choice question. What's your favoritecolor? Red Or blue? Blue? What's your favorite food? Peter Spaghetti, actually like bread. But I know why you're getting what we're you're doingis basically you're controlled the answer the question that you are getting strong gone forall in the answer. So yeah, that that makes perfect sense exactly,and whatever answer you give me is perfect, even if you stay. Well,actually, I don't like either of those are like this. I canuse that information to lead me into the...

...core, but subconsciously you've agreed thatyou have a problem. And then the last point I make is when itcomes to the clothes and the closest I think you know, can be themost difficult part of any sales conversation. It's you need to phrase a lastingquestion that's going to stick with them. And you know if it surely,if you turn around to someone and you say that we can save you xamount of money now if we did that for your company, what would thebenefit be for you and your team? And then by asking that question inthat way, they give you the answer and then they've convinced themselves that 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 thinkingabout it because it makes all the difference. Absolutely no, I agree, Ithink it. There is nothing more for rustrating at the gay killing melast week, and he was actually trained to quality fay me. So it'sgive me quality, faint question before I even didding me what he was about, and and you just kind of think, what, what a you doing?I don't even know who you are, what you do and you try toqualify me as if I should know. And I think you know, startingthe concoction, as you mentioned, with getting the people to answer.Yes, you know, having that positive start from the beginning where you've gota few years answer and then you can go into explaining the value. Thenyou can go into explaining how you deliver the value to similar clients. Sothen you know, you get that kind of that validation. Then you explainthe value of meeting and and then when, ultimately they say yes for the meeting, this is when you should as a qualifying question. This is whenyou will say we look now, we're going have one hour and I wantto make the most of that time. All we're going to have set us. Let's make the most of that time. So I've got a few questions toask you so I can make sure that my colding in cell will beable to come with all the right informations, etc. Etc. But I thinkthat, although it is very important, you need to make sure there isa pain, if there is a pain, you explain that you cansolve the pain and you give an example of all you solved the pain forsomeone in a similar situation. Then you explain the value of the medication andthen you explain use them if they've got any allergies and stuff like that,and and then you plot it off basically...

...a so you make sure it whenyou get there, you know that you go with the right pill. Absolutelythat makes perfect sensual. Thank you very much, Joe, for all yourinsights the having. It was pretty interesting to are you going through the thesix question that we should ask and how to formulate the pitch, but alsothat conversation around the take, Brito G and know the mind walk is obviouslyquite quite interesting and intriguing. But if anyone wants to get on the conversationoffline from this podcast, what's the best way to get old of your job? So you can connect with me on Linkedin. Always happy to have achat with people that way. Alternatively, you can email me, Joseph dotgrieves at operatics dotnet. Always happy to speak to people about what we do, as I'm sure you've experienced. Really and I could talk about the theorybehind what we do all day and would happily do so. So if anyonewants to pick up that conversation with me, be prepared for a lung chat.NST, wonderful. Thanks for your time today. You'll really appreciate everythingon this show and glad you made it as a guest. Absolutely is apleasure. Thank you. Ronning. operatics has redefined the meaning of revenue generationfor technology companies worldwide. While the traditional concepts of building and managing inside salesteams inhouse has existed for many years, companies are struggling with a lack offocus, agility and scale required in today's fast and complex world of enterprise technologysales. See How operatics can help your company accelerate pipeline at operatics dotnet.You've been listening to BEDB revenue acceleration. To ensure that you never miss anepisode, subscribe to the show in your favorite podcast player. Thank you somuch for listening. Until next time,.

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