Giving customers deposits and pushing away to build goodwill (Phil Gerbyshak, Digital Selling Strategies)

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1. 5:17

   That's why you're hiring me. That's why you're working with process and results. It's not just for your website. Does that make sense? I think what you're pointing out is a super, super important piece here is you're not just blindly throwing somebody to a competitor. What you're doing is you're almost mapping out what are the steps that someone needs to take “in order to have my solution. And sometimes there are steps that they have not taken yet.” And you can either go and tell them to take those steps, or you can walk them through those and have a book of referrals. When I was selling at Carta, a lot of times we would get deals that were held up because a company wanted to issue out equity, but first their lawyers needed to draft up their option plans and they didn't have a lawyer yet. And I was the first person who had

   In Buying process discovery

2. 6:33

   interconnected in a way. If I think about your example, Armand, you've got the lawyers, you've got the cap table, you've got trying to get this all organized. Phil, the person you worked with had a couple of different problems. And so I'm assuming when you're talking to these folks in a discovery call, you're trying to steer the conversation towards the things that you can “actually help with and address.” about your thing, as opposed to just like, tell me all your problems. And next thing you know, they're telling you about how they're in a failed relationship. We don't want to be life coaches here. We don't want to be marriage counselors. We want to be solution sellers. And that's important. And how do we do that? Well, we know our solutions and we know the questions that we need to ask to

   In Problem and impact discovery

3. 8:15

   solution. When they see it, they're like, oh yeah, that's worth solving. Oh yeah, that's a problem. And then I have the credibility that says, you know what? I worked with 79 other people this month that had a similar problem, not the exact same problem because nobody has the exact same “problem. We have similar problems and here's how they solved it. Would you like to know more?” So Phil, I'm not sure if this is something that you do really often, but one of the things you're doing is you're using what we call typically language, or typically when I'm talking to customers, they see things like this, which is similar to your situation. And that's a form of storytelling. A lot of people talk about, oh, you need to tell stories to sell, but very few

   In Proof relevance and matching

4. 13:47

   big risk that you're talking about. Here's all I need. I just need five minutes of Armand's time, just five minutes. I promise that's all I'll take. If you get me five minutes, I'm just going to say these three things. And if there's more conversation to have, “I'll schedule more time. And if there's not, it's no problem.” a risk. And I really appreciate you taking that risk. And then because typically they'll kick that down the road, right? They'll wait till there's actual time in between there is the most important thing. And you have to reaffirm that they made the right decision. It's almost like buyer's remorse. You have to reaffirm, you know what? Hey, remember,

   In Not-interested objections

5. 15:50

   that person is a thought leader, I was hoping to just get five minutes of time to ask them just a couple of questions. And I'm only going to take five minutes, be really clear about that. You're either asking for help from that executive from that decision maker, or you're offering some “executives in this position have these challenges.” to see because if John does those two, I think I can help them. So Phil, you talked about you're not lying. You're not trying to deceive this gatekeeper. What is coming out of your mouth when they pick up the phone and they say hello, XYZ Corporation? Hi, it's Phil. Is John available?

   In Persona-based personalization

6. 18:14

   Is there a question that you'd like to get answered? Are you looking for some confirmation of this? Because I've got a lot of customers that are very happy, but I want to get the right customer for you. I want to make sure that I get the right referral for you. So if you can tell me just a little bit more what you're hoping to get, I'd be happy to provide that information to you. “I want to ask them for permission to be a referral.” them for permission because I know they're super busy, just like you are. And if possible, I'd like to broker that introduction via email just so that it comes from someone trusted and not from a stranger. You can set it up after that, but that first message I'd like to send. So it would look

   In Customer advocates

7. 18:26

   just a little bit more what you're hoping to get, I'd be happy to provide that information to you. And then secondly, I want to ask them for permission to be a referral. I want to ask them for permission because I know they're super busy, just like you are. And if possible, I'd like “to broker that introduction via email just so that it comes from someone trusted” stranger. You can set it up after that, but that first message I'd like to send. So it would look something like this. In that email, hey, Nick, you said that you would like to find out if there are any Fortune 500 companies in the Philadelphia area that have solved this particular problem

   In Warm introduction mechanics