Directing your sales process like a movie (Mark Kosoglow, VP of Sales @ Outreach)

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1. 1:36

   end in mind. You need to have a clear-cut statement that you have as the last line of your agenda that says exactly what you're going to ask for at the end of that meeting. Prep them. Let “them know where you're going. And then when you get there, it's no surprise.” number two? Number two is calling up a meeting with an email. So that follow-up email after a meeting. Every rep I come in contact with has a deck or has something that they're showing. And then what they want to do is they want to attach that deck and be lazy in their follow-up

   In Pre-meeting value setting

2. 3:36

   even have a script. They're just freelance in the entire movie. And that's the one chance that you have for a lot of buyers to actually buy into what you want to do. So the way that you do that first is with prep, right? And what I mean by prep is, do you have the ability to boil down what you're “to a singular sentence? I call it the pain sentence.” not ready to do a demo. Don't show them the product if you can't explain their challenge in a single sentence because you don't know the challenge well enough to be able to demo what you need to demo so that they know that you can solve their challenge. And so start with that pain

   In Pain-point messaging

3. 7:29

   the conversation because that's where the important stuff gets talked about. So once you ask him that question, like, hey, what did your CEO blow up about last week? Now you got this nugget, right? And so this is a first stage of a four-stage discovery framework that I call dig in the “The first thing is you probe.” in a mental state where they tell you something that is a pain, right? The second thing is called dig in the pain hole. So let me ask you this. Did any pirate ever find a treasure by digging one shovel full of sand at the beach? Hell no. They dig a lot. Got to dig deep.

   In Discovery and qualification

4. 9:00

   understanding what they mean when they say a word. And that's just an unbelievable way to do discovery. Oh, so you're having IP security risks. That means a lot of stuff to a lot of different people. Like what does it mean at IBM to say that you guys have IP security risks? Right. And that's like “You have to ask three or four responsive questions” the answer they just gave you. And if you're not good enough to come up with three or four questions, you got to go back and do some training and figure it out because that's required in today's selling. So you dig the pain hole. The purpose of digging the pain holes, get to the

   In Objection diagnosis and probing

5. 28:04

   at unifigtm.com. Your top four takeaways from the episode with Mark Casaglow include, number one, instead of sending a deck or a 17-page recap email, send them a video after that big team demo. Number two, instead of sending them a boring case study, execs hate your case study. “Mark it all up and draw their attention to the important parts.” Number three, you got to understand your problem statement before you show them any software. What it might sound like is despite A, we can't do X, which means we don't get Y. As measured by Z. And lastly, number four, prevent the massive eight-person demo. When they want to throw their whole team onto a call, it's not a good idea.

   In Outbound case studies

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