Sales Leadership Masterclass: Win Every Deal In Your Pipeline

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1. 2:15

   The rep leaves with a bunch of nebulous next steps, things like book a demo or make sure that they like the proposal. These are nebulous, subjective type of things that don't create very solid next steps that drive a deal forward and de-risk what's happening inside of a deal. “And the third reason is you also leave that meeting and your data in CRM isn't any cleaner.” It's not any more accurate than it was before. And now you have executives and rev ops people making decisions off of data that you know isn't accurate, but you didn't take the time to correct it during your deal review. So why does this kind of stuff happen? It's pretty simple. A rep doesn't know what to expect in a deal review. You come in and is it sometimes about strategy, it's sometimes about objection handling,

   In Data hygiene

2. 3:44

   Do we actually have a problem that we can solve? Two, priority agreement. Is this problem big enough that it needs to be solved now and isn't going to get pushed? Three is evaluation process. Can we agree on how we're going to evaluate all of the people in this deal, all the competitors in this deal to see how we can get a deal done? The fourth, probably the hardest, is value agreement. “Can the buyer agree with me that they believe that we create the value that we say we do?” That's a really tough one. And then lastly is commercial agreement. Can we agree on a price that's worth paying for for this value? Why do we choose those type of stage stages? It's pretty simple. First of all, most stages that are named in CRMs I've seen are seller-centric. We need to do a demo versus buyer-centric. Problem agreement is buyer-centric.

   In Value proposition testing

3. 10:41

   Reps start to get it. And all of a sudden you have common vocabulary, common vernacular inside your sales org. And when that happens, you can really start working together because you end up with consistent CRM usage, “which creates consistent data,” which is actually valuable when you use it with AI or go to look at it on a pivot table. So you can make real decisions about how to improve your team. An important tool in doing this is your CRM. Insightly CRM by Unbounce allows you to really do these deal reviews very effectively. Why? Well, first of all,

   In CRM data standardization

4. 14:02

   we're losing this deal. That's really tough, right? So now what I'm gonna do is I'm gonna say, okay, let's go through and figure out what risk is making us lose this deal. Now, if you have something like BANT, MEDPIC, MEDIC, this is where you would reinforce those frameworks and be like, all right, let's look at the risk on this deal. Do you have a metric? “Do you have the economic buyer?” Do you understand the decision-making process? And you go down through those to help a rep understand, hey, this is how we assess risk here. If you don't have those, you should have a checklist of risks that you commonly see. Is there competitors in place? Do we understand how the paper process works? Whatever those issues are that you feel like are important risk issues and they accumulate over time

   In Economic buyer identification

5. 19:16

   You start throwing out those arrows in your quiver, those little cool tips and tricks, those little plays that you run that get stuff done that start to help your reps understand how to be creative to move deals forward. And the last thing that we do, if we go after three weeks of that next step not getting done, now we need to start to ask, is this really a deal? “Especially in mid-market and SMB deals, if you can't get something done for almost a month, you need to either change the people you're trying to do it with or completely change your tactics, or you need to come to the grips that this isn't necessarily a deal.” So what we do to roll up the forecast is we take, one, our green deals, which is our commits. Two, we take our yellow deals, which are best case yellow, the ones that have risk but we believe we're going to win. Three, we add in our create and close. Create and close are deals that have yet to show up in the pipeline but will close before the end of the quarter.

   In Not now and re-engagement

6. 23:10

   You say it. Your marketing people tell you it's true. You've read the case studies, but does your buyer believe it? What you have to ask them is, I love asking a rep this, is what has a buyer done that shows and demonstrates that they actually believe this other than them just saying, I get it. “You're looking for this demonstrable action or question or inquisitiveness or something that really locks in that, yes, you know what?” They are wrapping their head around the belief that we can do what we say we can do. Last question I love to do is in the commercial agreement. The question is, can we agree on a price and the paper process that we need to make sure that we get this deal in? My favorite question to ask in this stage is, has this buyer ever bought anything before?

   In Value proposition testing