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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Here's my best cold calling tip that I can ever give anybody. So no matter what you sell, your prospects have a solution in place. When people say I have a vendor for that, or I have a solution for that, that's not an objection. That's the truth. “So what we want to do is we want to actually bring that up at the beginning of a cold call.” So after your permission based opener, I might say to Armand, Hey Armand, when you are editing and producing your podcast, are you using tools like Riverside or Adobe Premiere? Yeah. We're using Riverside. Okay. So stop for a second. How to role play. So I'm trying to figure out what the current state is.
Armand, you've been doing this for 15 years. 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
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,
because I want to leave a little bit of a teaser to see if they're leaning forward. Well, that sounds interesting. How does it work? And then I might ask for the meeting. If you'd like, I could show you because I know I'm just barging in here. It allows the other person to protect their status by, you're like, oh, I'm sure you're an expert. You've probably already looked at this. And if they have, they'll tell you yes. “Now that gives you an opportunity to investigate, okay, like what did you see?” What did you hear? What did you find? If they say no because you protected their status, it opens up an opportunity for you to say, well, do you mind if I share how we typically work with people who have really, really complex commission structures? It sounds like what you're doing, Josh,
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