- So the challenge that I see with a lot of companies is
they have this very basic ideal customer profile, right?
And it's usually based on industry and size.
Because that's the one they can run the biggest list from
with ZoomInfo, you know, pick a database tool, right?
And then they have these very bland personas
where, you know, Shelly she's a CIO
and she likes technology and so call up Shelly, right?
And so these kids really don't have,
when a kid comes on board and they get given their ICP,
they get given their personas,
then they just regurgitate, they ask the basic questions
without any real context around there,
or really any understanding of really
what these people give a shit about,
so what I think is,
yes everybody needs to be on the same page
but you also have to involve the reps in understanding
the true essence of what these people care about.
Bring in a CFO of your existing company
and have a lunch and learn,
talking about what your CFO actually has challenges with
if you're calling into CFOs.
You know, do a Google search holy crap
on best CFOs, healthcare priorities 2018,
read a few articles,
that type of thing so that you can understand
what these people care about
so that when you're talking to them
you're not just reading through
a rout list of crap questions.
You actually have some context around that
and some understanding so that you,
and you understand where your solution fits
into that equation,
like what components of your solution make
a difference to that person,
based on that priority, based on where they are,
or Keenan talks a lot about what's the pain,
what's the challenge they're faced with, right?
I talk a lot about priorities and challenges.
If you can't address a priority or a challenge for me
then the likelihood is that
I'm not gonna keep talking to you.
(upbeat music)
- Hello everyone welcome to
our Ask the Experts Sales Edition panel discussion
from HubSpot, focus on how to nail the start
of your 2019 sales year.
My name is Michelle Benfer
and I am a Vice President of Sales here at HubSpot.
We have something very special for everyone today.
We have three of the industry's leading sales experts
here that'll be answering your burning sales questions.
Now, a couple of housekeeping notes.
The agenda we are going to go through today
was built by sales reps globally
and by the people who are actually watching
this panel discussion.
People have upvoted these questions to determine
the order in which we will cover them
over the next 45 minutes.
The first person I would love to introduce is Keenan.
Keenan is the CEO/President and Chief Antagonist
of A Sales Guy Inc,
one of today's top leading sales consulting
and recruiting firms.
He's also the celebrated author
of Not Taught: What it Takes to be Successful in the
21st Century that Nobody's Teaching You
and he has has a second book coming,
Gap Selling which will be launching on December third.
Alright, our next sales expert that
we have is Lori Richardson.
Lori is the founder and CEO of Score More Sales,
a sales strategy consulting, training, and coaching firm.
She is also the President of Women Sales Pros.
The first online community dedicated to helping
smart, savvy women and get into B2B sales positions
and to help companies find and develop great women sellers.
Finally our next expert panelist we have is John Barrows.
John is CEO of Jbarrows Sales Training.
He's a published author and a sales trainer
to some of the world's fastest growing companies
like LinkedIn, DropBox, and Google.
Well all of these panelists speak all over the world
so we're lucky to have them share their advice
on how to set yourself up for success in the new year.
So, Keenan, I'd love to start with you.
What telltale signs do you think a rep should look for
to help qualify a prospect?
Where do you think they should really start
with qualifying a prospect?
- Okay, so those are two different.
The company itself I'm gonna leave that one off,
someone inside so you've had some level of conversation.
To me it's really simple, really really simple.
I break it down to four things.
Number one, does a problem exist
that your company can solve?
Does the person want, the person or prospect,
admit there's a problem?
Are they willing to solve the problem?
And then finally, are they willing to go with you
on the journey to solve the problem?
That's it, that's all you need.
If you've got those four things
you've got a qualified opportunity, end of discussion.
- And Lori, what do you think about that
because Keenan I'm with you 100%
but sometimes it's the job of the seller
to identify that a prospect actually needs your help.
How do you qualify someone who may not know
that there's actually a need that they have,
that you have to show them?
- Well one way that I would suggest is if
you are working with people in a similar industry
or people in similar roles.
So if Keenan's talking about calling CFOs all day,
or VPs of Sales, you know, Michelle,
you have certain pains that if I can identify
in other companies, chances are that you might
have that too and so I might start with that.
- Yup, that's a great approach.
It's something that we use here all the time here as well,
here at HubSpot is sharing what that similar pain might
be from other companies that are similar
to the one that we're talking to.
- More on that real quick.
- Yeah, sure.
- 'Cause I think you tied all that together,
and if we would back out,
even to say how do you qualify an account
before you even reach out to them, right?
Which ones should you spend your time on, looking at?
Right, it's not just a list of,
hey between 10 and 200 employees in these industries,
it's a lot to do with your case studies.
So if you take the case studies of the existing accounts
that you do really really good business with,
and you identify that ideal customer profile,
what I would actually do, if I had my druthers,
I would bring in the VP of Customer Success,
the VP of Sales, and the VP of Finance,
get them all into the room and start talking about
what does a great client look like for us,
because the sales person's gonna say
the one that spends the most money,
the finance is gonna say the one who's highest profit,
and customer success is gonna be the one
that's the least pain in the ass.
Somewhere in there is that real ideal customer profile,
and then once you find out what those nuances are,
what technologies they use,
what's the makeup of the teams internally,
who's the competition in there, that type of stuff,
well then you go look at, you have your case studies,
and then to Lori's point,
you can take that information and use that
to find new clients that fit that profile.
So you can call into accounts and say
the reason for my call today is
we just showed this company in your industry
how to drive these type of results
and you fit a very similar profile to that,
I'd love to have a conversation
and then to Keenan's point you can start asking questions
that are very pinpointed based on that persona
because you know they have those issues
and you know they have those challenges,
so you can craft a whole message from the outreach
to the qualification questions to the story you tell,
based on one persona with that ICP and you have a chance.
- Love that, so John your suggestion is,
first make sure within your own company
that you work for that everybody's on the same page
when it comes to who is a qualified prospect
and making sure you know who that persona is.
- Yes and no, so the challenge that I see
with a lot of companies is they have
this very basic ideal customer profile, right,
and it's usually based on industry and size
because that's the one they can run the biggest list from
with ZoomInfo, you know, pick a database tool, right?
And then they have these very bland personas
where, you know, Shelly, she's a CIO
and she likes technology so call up Shelly, right?
And so these kids really don't have,
when a kid comes on board and they get given their ICP,
they get given their personas, then they just regurgitate.
They ask the basic questions without any real context
around them, or without any understanding
of really what these people give a shit about
so what I think is,
yes everybody needs to be on the same page
but you also have to involve the reps in understanding
the true essence of what these people care about.
Bring in a CFO of your existing company
and have a lunch and learn talking about
what your CFO actually has challenges with,
if you're calling in the CFOs,
do a Google search holy crap on best CFOs,
healthcare priorities 2018,
read a few articles, that type of thing,
so that you can understand what these people care about
so that when you're talking to them
you're not just reading through a rout list
of crap questions, you actually have some context
around that and some understanding
and you understand where your solution fits
into that equation like what components
of your solution make a difference
to that person based on that priority,
based on where they are, or, you know,
Keenan talks a lot about what's the pain,
what's the challenge that they're faced with.
I talk a lot about priorities and challenges.
If you can't address a priority or a challenge for me
then the likelihood is that
I'm not gonna keep talking to you.
Gotta figure out what those are.
- Yep I love that and that also makes qualifying
of a prospect, in house, within a company
an iterative process.
You are always looking for how is our process changing
how is our prospect changing,
and how do we stay on top of it by keeping
that feedback loop going.
- One tiny piece, I know you have a bunch of questions,
that isn't said enough is it has to be focused
on the problems your product and service can solve.
We don't talk about that.
We talk about in the future state,
ah, we do this and this,
I'm only gonna move unless your part of the service
can solve my problem.
If you don't know what my problem is,
and or your product or service isn't good
at solving my problem everything else is moot.
And I've asked this question,
I dare you to do it with your team, ask your team,
what business and technical problems
does our product and service solve?
And they can't say we help marketers get more customers.
That is not a problem.
And watch how many don't know what problem
you're actual product or service sells, watch.
They don't even know, so there you go.
- I love that, Keenan let me ask you,
kinda going back to some of this quality,
one of the things that comes up so often
with lots of sales reps is
how do I make my emails more effective,
how do I make my voicemails more impactful,
are there any best practices that you coach to
or that you're familiar with
when it comes to really strong email subjects,
subject lines, strong voicemails
that will elicit a call back,
what are your recommendations on that?
- I love this one, to me it's hard to execute
but the framework is simple as can be.
You have to provide intrigue.
You have to give something to the participant.
It's, sales is a giving profession.
We treat it like a taking profession,
but it's a giving profession.
So when I send an email, when I send a voicemail,
or I educate people how to do it
and I talk about this in Gap Selling,
what are you offering them?
What are they going to get?
Because every email has an ask.
We got the ask piece right.
I want 15 minutes of your time, I wanna set up a meeting,
I want you to do a demo, that's the ask, that's the take.
We got take like fricking brilliantly, right?
It's the offer, sometimes there isn't even an offer,
just come listen to me talk about me, right?
So you gotta get what are you offering?
Is it insider, and by the way it can't be information
about your company, cannot be that.
So you offering intrigue, I mean,
are you offering intriguing information
about studies that you've done,
are you offering unique ways
to look at a problem they may have,
are you looking at new ways to
restructure processes they're unaware of?
What are you going to give them for that 15 to 30 minutes.
So you need to sit down with marketing,
you need to sit down with the product,
you need to sit down with whoever
and ask yourself what can we give,
what can we offer our prospects
that is valuable to them,
that they're willing to give us
their 15 to 20 minutes of time for.
It reminds me of business law when I was a kid
in middle school, right, the whole idea of a contract.
You have to have consideration, right?
- Business law when you were a kid?
(laughing)
- Say what?
- Business law when you were a kid?
- Yes, seventh grade business law and never figured out,
yes yes, in Massachusetts, yes, yes.
- Sorry, that threw me.
- I gotta send my kids to that school.
(laughing)
- And it worked, I remember it.
For every contract there needs to be consideration
and an offer and I'm like what in
and I've taken that in every email
you need consideration and offer.
You're asking for their time, that is money.
So what are they getting?
What are you offering in consideration of their time?
And it better be worth more than you're asking for.
- And how can you boil that down to a subject line
for them to open up?
I get so many of these emails every single day
where somebody is trying to get my time
and they're telling me what they're offering me
but it isn't worth the 15 minutes so I move on.
How do you get them to even open it?
- So I'm not going to, you just answered your own question.
Everybody's looking for that quick tip.
Let me buy the putter of the golfer
that's gonna shoot 20 strokes off my golf game.
It doesn't work that way.
If you have a really good offer in the email
then the subject line's a frickin cake walk to write.
If you can't write the subject line
it's probably telling you you got a shitty offer.
So yes, yes, that's the hard part.
- I think you could do a coupla things Michelle.
You could do, you know, I'm on board with Keenan.
Somebody told me this when I was real young in sales.
They said every time they wanna get off a conversation
with somebody they wanna be able
to ask would you have paid for this.
In the sense that not you would have paid a million dollars,
but did you get enough value out of this conversation
that you would have thrown a few bucks at it.
And understand where your 2019 priorities are
and how I can help you achieve your goals
like so many reps think that is value.
I mean how many cold calls you get or voicemails.
Hey I'd just like to sit down and talk to you
for 15 minutes about what your priorities
for 2019 and how can I help you achieve your goals.
That's a thinly veiled I wanna ask you a bunch of questions,
so I can sell you something, right?
So a small thing, and in subject lines
which you can toy around with,
and this is kinda the way I've been playing around
with scale as far as messaging and targeted
and that type of stuff you said earlier,
50 dials those type of things, or 50 activities,
which personalization at scale is crap,
I think, by the way, I wish people would stop talking
about personalization at scale
'cause it's an oxymoron.
You can't be personalized at scale.
You can be targeted at scale
and that's where I'm trying to go,
so for instance what I wanna do
is I wanna figure out the persona that I'm going after,
right, what these people care about,
what are their challenges or problems we're trying to solve,
as Keenan said, and then ask questions
that'll get you to think.
'Cause my belief is that we are in a world
where we are not, like it is not our job as sales reps
to educate on the features,
folks, and speeds, and feeds anymore.
It is our job fundamentally to get people to think,
because if you're comfortable with where you are right now
in the job, in the role, in the industry,
I'm worried for you 'cause some technology's gonna
come out tomorrow and all the sudden wipe out
an industry, all the sudden make a job irrelevant.
So what my job is, is to ask you a question
or say something that's gonna get you to pause there
for two seconds and say, alright, tell me more about that.
And that's where maybe, just maybe Michelle,
what you can do is ask questions in the subject line
that peak my interest.
- Yep, yeah I will say for me personally,
I know that personalization does go a long way
when you get it but it's hard to do it at scale.
Especially if you are at a company
that is affording you a bunch of leads
and all those leads you gotta follow up on,
all those opportunities you gotta follow up on,
and so you really need to prioritize
and pick and choose which ones are worth
that multi-touch approach,
combination of personalized video,
getting that right message across,
letting them know you know someone else
who went to their college or you know
what their college team is doing,
that does go a long way.
Doing it at scale isn't easy but it is all about
knowing the problem you can solve
and bringing that value into the sales conversation.
I'm right on board with all of you.
(upbeat music)
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