Podcast episode
Finding Business Level Pain Execs will ACTUALLY Care About | Maddy Jackson | 30MPC Hall of Fame
30 Minutes to President's Club9 Dec 202435 min
Description
FOUR ACTIONABLE TAKEAWAYS Explore two types of impact with your prospect: hard metrics (e.g., hours spent, money lost) and soft impact. Address pain points in other departments to accelerate deals and improve win rates. Turn situations into problems by asking questions that highlight known pain points with competitors. If ghosted late in the deal cycle, offer to email the next key contact directly to prompt a response. PATH TO PRESIDENT’S CLUB Account Executive @ Webflow Account Executive @ SafeGraph Account Executive @ Procore Technologies RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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with multi-threading so that you have more people down the line to reach out to. All righty, folks. So we are going to come to that backstop meeting, but first I want to talk about. The Discovery Call. Everyone wants to be able to ask those juicy impact questions that get to business impact. What questions are you asking before you ask impact questions? “Good to start with situation and then process questions before you get to impact questions” because you can craft your impact questions around what you've learned about the current process. Situation questions show that you've done your research on the account, so a situation question could be as simple as, Hi, Danielle, I saw that you're the chief marketing officer and you've been with this company for two years. You were previously at this company. Is that correct?
business impact. What questions are you asking before you ask impact questions? Good to start with situation and then process questions before you get to impact questions because you can craft your impact questions around what you've learned about the current “process. Situation questions show that you've done your research on the account, so a situation” question could be as simple as, Hi, Danielle, I saw that you're the chief marketing officer and you've been with this company for two years. You were previously at this company. Is that correct? Yes. You could even say, I saw that you guys are using our biggest competitor. How long have you
And so nine times out of 10, if I just asked that situational question, they would start complaining. The one time out of 10 where they wouldn't, they just assumed that that was what you had to do. And for the one out of 10, I would then educate them like you don't have to do all of that stuff. “But if you ask about a painful enough situation, whether it's updating a landing page or splitting a compensation spreadsheet into multiple small spreadsheets, that will naturally oftentimes get you to a problem.” And then it's your job from there to turn that problem into a more meaty business impact. The other thing I want to add that Maddie brought up and you brought up here, Armand, is both of you knew what you were looking for. You did not just show up on that call thinking, all right, I'm going to take this wherever I can and dig around and look for some problems that they might have.
And for the one out of 10, I would then educate them like you don't have to do all of that stuff. But if you ask about a painful enough situation, whether it's updating a landing page or splitting a compensation spreadsheet into multiple small spreadsheets, that will naturally oftentimes get you to a problem. “And then it's your job from there to turn that problem into a more meaty business impact.” The other thing I want to add that Maddie brought up and you brought up here, Armand, is both of you knew what you were looking for. You did not just show up on that call thinking, all right, I'm going to take this wherever I can and dig around and look for some problems that they might have.
with that. Let's explore that. But then also I needed to guide them towards the problem of, hey, by the way, my guess is this is going on with the attorneys also. And what would have happened for me is I would have won over both of the big stakeholder groups at these law firms while also accelerating the deal because the pain was that much bigger. “So the learning for me here is even if you have somebody come inbound with one pain for” a persona, you still have to guide them to the other functions of the org that have problems in order to accelerate your deal and increase your win rate. Okay. I want to ask you about that backstop piece, Matty. So you have a great call with Armand. He's your customer. He's like, yup, we've got this problem.
And it feels weird. I feel like bringing it up again and again and again with buyers, but I feel like it's one of the best ways to inoculate yourself against this issue. Yeah. And I find it's helpful to be transparent with them and say, Hey, quite often I'll send the DocuSign out and you say you'll sign it within 24 hours, but then there might be someone else who comes into the fold who needs to review it. And all of a sudden we're missing deadlines. “Let me help you by let's just set up this time to talk and tomorrow or two days from” now, if nothing's happened, you can get on the meeting and tell me, Hey, nothing's happening. We can create a new meeting two days out from then, but it's just really good to have that cadence and be open with them. Today's show is brought to you by ConsenSys, which helps your demo keep selling even when you're not in the room.
you need that landing page? That allows you to build a business case that's supported by both quantitative and qualitative impact. Number two is when somebody comes to you with one type of pain, oftentimes prospects know, hey, we need to solve this thing over here for our marketing team. “It's your responsibility to then also raise problems that other departments might be experiencing” to help you accelerate your deal and multi-thread, which will impact your win rates, deal pacing, et cetera. Number three, if you want to turn a situation into a problem, let's pretend someone is using WordPress as the competitor. You want to ask about a situation with that competitor that you know is painful.
to help you accelerate your deal and multi-thread, which will impact your win rates, deal pacing, et cetera. Number three, if you want to turn a situation into a problem, let's pretend someone is using WordPress as the competitor. “You want to ask about a situation with that competitor that you know is painful.” You might ask, hey, how do you go about updating a landing page if you know that that is something that is painful with that competitor and that turns a situation into a problem? And then lastly, number four, if you are getting ghosted later in a deal cycle and you know who you need to get in front of as a next step, you can just email the person
to help you accelerate your deal and multi-thread, which will impact your win rates, deal pacing, et cetera. Number three, if you want to turn a situation into a problem, let's pretend someone is using WordPress as the competitor. “You want to ask about a situation with that competitor that you know is painful.” You might ask, hey, how do you go about updating a landing page if you know that that is something that is painful with that competitor and that turns a situation into a problem? And then lastly, number four, if you are getting ghosted later in a deal cycle and you know who you need to get in front of as a next step, you can just email the person
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