Podcast episode
Hall of Fame: Josh Braun
30 Minutes to President's Club26 Feb 202430 min
Description
Four Actionable Takeaways: Figure out the cost of inaction when a prospect says “this isn’t a priority right now”. Sell from the buyer’s perspective w/ Poke the Bear to gain interest before you talk about your product. Mirror the “not interested” to figure out the real objection (relevance, comiss. breath, bad time). A/B test cold call opens (Poke the Bear/New Content) to figure out what works best for you. Josh’s Path to President’s Club: Founder @ Josh Braun Sales Training Former Head of Sales @ Basecamp Former VP of Inside Sales @ Jellyvision RESOURCES DISCUSSED Join our weekly newsletter 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.
bed, my wife starts to complain. And all of a sudden in jobs language, I have what's called an initial thought. I'm now thinking about it for the first time. I'm way over here and buying's over here because there's this first thought that I don't do anything about it. Then something else happens and I try something else and et cetera, et cetera. So when we're doing outbound, we're at “the beginning. We're trying to create the initial thought by poking the bear.” have with salespeople is we're now also trying to set a demo, which is way over here. So it's no wonder when we start these cold calls in a way where we're pitching the demo and prospects can smell that it's like, dude, you're it's way. I don't even understand. You're too far ahead.
the beginning. We're trying to create the initial thought by poking the bear. And the problem we have with salespeople is we're now also trying to set a demo, which is way over here. So it's no wonder when we start these cold calls in a way where we're pitching the demo and prospects can “You're too far ahead.” Poking the bear approach I think works a little bit better on a cold call perspective, even in email, which is you're trying to just provoke someone to think differently. You're trying to get this on the cold call. What is this? What do you mean? And now they're sort of leaning forward a little
Is it that this isn't really something that's, you know, you've got something you're happy with? Or is it something like you're not really have any projects like this? Or you just think like you can't stand getting cold calls? Frankly, I don't really like making a meter. I might say something kind of like that. And what that's going to do is it's going to just sort “And the delivery is everything.” And the reason I'm able to deliver it like that is because I've practiced that flashcard for 10 years. Literally, I've refined it a little bit, I've changed a little bit, but I've been you guys have been selling for a while. That's probably the biggest objection that I used to hear before I flip my script a little bit started doing a little bit differently. I'll give you another example, because I know you guys love tactical stuff. So those Ryan
that I used to hear before I flip my script a little bit started doing a little bit differently. I'll give you another example, because I know you guys love tactical stuff. So those Ryan stuff that I did last week, I went eight for 10. And this was exactly what I said, word for word, prospect picked up the phone. Hey, john, my name is Josh Braun. “We've never spoken before. Why do I say that? It answers the number one question they have,” which is do I know you? So you and I've never spoken before, but I was on your LinkedIn, I was I'm hoping I could ask you one question. What's this question? Like, that's a good opener, right? Because I'm making me curious. And I'm asking for sure. So I'd say I don't know 95% of the time,
no idea. What about just a slideshow? Is it all about the beer for you? Because if it's not, we're not going to get along. I'm pulling back. Because I'm not so desperate. I'm like, the offer so good. So this is another kind of cold The whole cold calling secret is, I'm aligning with where the buyer is. I'm offering something educational that the buyer is probably interested in to kind of get the conversation going. “So I'm not thinking about the sale.” I'm thinking about teaching. I'm not thinking about prospects. They're a student. It changes the whole mentality of a cold call too. If you're reluctant to call and you're offering something education that you are teaching as a sales rep because you've partnered with marketing and you've made your own five-slide deck on something that you're going to teach and you're going to offer that on a cold call, changes the game.
In Calling
It's either your product isn't relevant to them. You led with your company and they're on the defense or number three, they could be interested, but it's not a good time. The way you handle this is you diffuse it by mirroring them and then get to the actual reason they're not interested. And then lastly, number four, two different cold call approaches. You can start with poke the bear or you can start with the invitation. “You can try to generate some interest with education.” In other words, say I was wondering if you could help me out. I have X, Y, Z collateral, and I was wondering if that was interesting at all, or if you hate X, Y, Z. And that's it. Alrighty, Nick, how can people help us out? Well, Armand, I got to tell you, I am a really big fan of guacamole, specifically the chipotle guacamole.