Podcast episode
Hall of Fame: Josh Braun
30 Minutes to President's Club18 Nov 202435 min
Description
FOUR ACTIONABLE TAKEAWAYS Start by assuming the prospect has researched your solution if they say yes suggest a common objection why they didn't pursue it, if they say no then ask a question to highlight a knowledge gap When explaining your solution, emphasize the before state and the problems associated with it to create contrast with your solution's end-state Ask about specific situations to accurately identify the exact problems the prospect is facing Learn and practice delivering problem stories that are tailored to each potential situation your buyers may be in PATH TO PRESIDENT’S CLUB Founder, Braun Training Former Head of Sales @ Basecamp Former VP of Inside Sales @ Jellyvision RESOURCES DISCUSSED Join our weekly newsletter Josh Braun's Tongue Tied flashcards Things you can steal 30MPC Training: 30mpc.com/training
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Every place a page here uses this source, in the order the words come in it.
The best way is to actually talk to customers that bought within the last 30 to 45 days and have them do a show and tell with you. Have them show you how they were getting the job done before they switched. You can also mine customer success stories, but only look for things in between quotes, “meaning a customer said it, not marketing.” I call these before story quotes. You can start a document called a lingo library and you can paste in those phrases and you can use those as your gap questions or even in your cold calls or cold emails. I have the saying that good copy and good messaging and good questions, they're not written, they're found.
This sounds like the kind of thing that we could address, but I have no idea. You've been doing this more than I have. If you'd like, I can send you a video, and you could tell me if it makes sense to continue the conversation or if it's complete garbage. How does that sound? It's a very low friction ask. “I'm not asking for a meeting, and I'm enlisting his opinion because he is the expert.” I, as a salesperson, have no idea about running commissions or doing compensations like Armand does, who's been there for 15 or 20 years. Well, Josh, what's brilliant about what you're doing here is a lot of times when you're doing a quote-unquote pitch in sales, on a cold call, especially, you're shooting in the dark. You're like, I got to take my best guess.
on a cold call, especially, you're shooting in the dark. You're like, I got to take my best guess. I've got a list of seven problems. I'm going to roll the dice and hope that I landed on the right one. And if I didn't, oftentimes, I've lost the call because my pitch didn't hit the mark. “And so what you've done is you've pulled their situation in one very small question.” You said, are you using Riverside or using Adobe, whatever it was, or are you using this or this? A really small question that includes the options to make it easy for them to answer and demonstrate that you know the space. And just by asking that one micro question,
Folks, just to bring this full circle, we went through a series of different examples today. If you want to build your own cold calling flow, the steps that Josh took is he gave us an opener. In this case, he heard the name tossed around opener. He's also used the permission-based open in the past. “From there, he maps the current state.” And he's like, are you doing this, this, or this? And the examples Josh gave are, are you a one-bucket or a two-bucket person? Are you using Riverside or Adobe? That gets you a little bit closer because to have a specific problem, you need a specific situation. So you need to ask them.