Podcast episode
Jen Puts Nick in the Hot Seat to Learn His Secrets to the Perfect Sales Call (Nick Cegelski @ 30 Minutes to President’s Club)
30 Minutes to President's Club28 Nov 202333 min
Description
FOUR ACTIONABLE TAKEAWAYS Back Pocket Questions - Prepare multiple questions for your sales calls that you can pull out at any time. Use them if you get "stuck" at any point. Strategic Social Proof - instead of simply namedropping customers, use customer story examples that are relevant to how you’d envision your buyer using your service, ex. Having a similar use case. Make Discounting "Weird" - When you get hit with a price objection, your response needs to signal concern/confusion. You want to signal that this request is not biz as usual. Alternative Video Use Cases - Video isn’t just for prospecting. Use video for "pre-call context" + "post-call recaps" + "Exec Summaries" PATH TO PRESIDENT’S CLUB Founder @ 30 Minutes to President’s Club Senior Account Executive @ Time by Ping Enterprise Account Executive @ SurePoint Technologies Account Executive @ Aderant RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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So I sell to marketers who wants to advertise their products to you, audience. And what I'll do is I'm not going to start the call talking about that. But instead, what I'll look for is a campaign that their marketing team did recently or an awesome social post that I saw come from their company page. “And I'll start the call commenting on that.” And that does three things. One, it shows them that I did my prep. Two, I'm complimenting them on their team's work, which people like that, helps them open up. But then three, they'll respond talking about that campaign or that post, which actually is a little bit of sneaky discovery for me, because I can ask them about that during the
Look for things that allow you to make small talk that get them to open up in the direction of what you want to discover. So there's so much about this I love. I think the big key thing here is focusing on relevance. Anybody can throw a compliment out about your bike or your chair or whatever. “It's not differentiated, but what you're doing and I think you described it this way is kind of sneakily sliding into discovery by opening with a relevant point of view on something they're doing.” So I think that's really great advice we can all look for. Now, how do you make the transition from the small talkie opener to what you talked about in terms of their motivation for being on the call today? It depends on like how the small talk goes. Like if they're really opening up and they're sharing stuff related to what you solve, we'll keep going for a couple minutes there.
I saw this, which made me think this. Then what I was doing is I have a bunch of very short customer stories or short customer use cases of why folks have chosen to sponsor 30 Minutes to Presidents Club. And I'll attach that to my hunch. I'm not naming folks that “people haven't heard of. I'm naming folks that have a lot of credibility in this space as a way” for them to say, oh, if ZoomInfo and Clary and Gong are advertising with 30 Minutes to Presidents Club, this is probably worth leaning in a little bit on. And so I do drop that intentionally. But then I also try to diffuse the question in the end where it's like, I don't want to assume that's something that you're even focused on because I don't want it to seem like I'm painting
When you are able to put your buyer in that position and allow them to say, look, we're being mindful of our ask for your time to their bosses or their colleagues who they need internally, that's a moment that you're making your buyer look good. So I'm just a huge fan of the framing of how you do that. “And that's how you win deals is showing the customer, hey, we're willing to take all this work off you. We want to make it as easy as possible for you to get to a win.” My mind just goes to how helpful if you start on a team and you're a new seller and someone's like, here's a bunch of questions and answers that you may or may not get asked. So just to button this up, we've talked about video. Can you just shout out what are the key moments in your sales process where you really view video as a prime channel for helping move the deal forward?