Podcast episode
Inside a $3.6M Sale: From 40-Person Demo to Brutal Negotiation
30 Minutes to President's Club31 Mar 202637 min
Description
They almost got shut out of the deal, then closed $3.6M anyway. Johnny Larson breaks down the full sales cycle behind a $3.6M enterprise win, from forcing his way into an RFP he wasn’t invited to, to running a 50-person demo, to surviving a brutal pricing negotiation that nearly killed the deal. This is a real, unfiltered look at how enterprise deals actually get done at the highest level.You’ll learn how to sell your way into closed doors, manage massive buying committees, control complex evaluations, and negotiate when the deal gets ripped out from under you. These Courses Will Get You to President’s Club : 30MPC Training: 30mpc.com/training Cold Call Course: https://bit.ly/4jqQ4w2 Cold Email Course: http://bit.ly/44K6jy3 Discovery Course: https://bit.ly/4cQYaM8 Exec Selling Course: https://bit.ly/4lCtJh7 Leadership Course: https://bit.ly/4o8KtMT Get More Tactics: Free Toolkits – http://bit.ly/4nZwvO5 Join our weekly newsletter – https://hubs.li/Q02NJQ8p0 Things you can steal and use today – https://linktr.ee/30mpc_youtube
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so that everyone can learn how to close enterprise deals today. Johnny, welcome to the show. Armand, thanks for having me back. I appreciate it. You were telling me in the prep that there was nothing crazy monumental about what you were doing when you were reaching out to the account. Your SDR was doing multiple emails, multiple cold calls. Let's actually put this LinkedIn DM on the screen. Sure. “Your LinkedIn DM was one sentence.” It says, Hey, John. Saw a few folks from company browse our website recently, so I wanted to share this. And it was a case study. That's it. Why did you approach it that way, versus some people will, like, have both the SDR and the AE, like, hounding the account? As you can imagine, the amount of vendors in this space now,
Armand, thanks for having me back. I appreciate it. You were telling me in the prep that there was nothing crazy monumental about what you were doing when you were reaching out to the account. Your SDR was doing multiple emails, multiple cold calls. Let's actually put this LinkedIn DM on the screen. Sure. Your LinkedIn DM was one sentence. It says, Hey, John. “Saw a few folks from company browse our website recently,” so I wanted to share this. And it was a case study. That's it. Why did you approach it that way, versus some people will, like, have both the SDR and the AE, like, hounding the account? As you can imagine, the amount of vendors in this space now, when it comes to digital channel engagement, when it comes to AI and automation,
And so, as we went through the demonstration, typically what you find is really good account executives, especially if you start to hear silence and there's not a whole lot of engagement, you want to briefly pause the solutions engineer, whoever's executing the demo, and engage. “Mr. or Mrs. Customer, based on what it is that you just saw, how do you feel that's going to ameliorate your workflow based on what it is that you're doing today? How does this tie into your desired goal in your future state?” You were literally being scored based on your ability to get through all of the technical requirements in the four-hour demo. It's like, you could answer the first 50 questions on your SAT correctly, but if you don't finish all 100 questions, it doesn't matter how well you answered questions 0 through 50, if you literally missed out of the test.