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
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
And when I share that in advance, it makes it so that the first call, they already know that we're talking about getting them in front of the right people, and it's a much smoother introductory meeting. But what I'll also do is I'll email them before the meeting. I'll be like, hey, I'm really excited to meet with you. “I want to make sure that our time together is really, really effective. Is there anything in particular you really want to make sure that we cover or address in our time together?” And people respond, I don't know, 35% of the time, but that pre-meeting work can actually accelerate your discovery pretty dramatically. And I do want to call this out. So for those of you that don't know, I was actually a customer of Nick's when I was at Lavender, and we sponsored 30 Minutes to Presidents Club.
And I know this is like a cardinal sin to say this, but I am not a fan of watching videos because I'm like, it's interrupting my flow of work. So I'm not a video person. What I do think you do exceptionally well that I haven't heard you talk about is how you frame the why watch the video. Can you address that? “this two-minute video gives a really clear summary of what we do, the folks in our audience, and why I think this is relevant to you.” You can watch it. Awesome. If not, we can spend some time talking about that stuff in our first meeting. And the motivated marketer who wants to get a lot out of that first meeting, they're going to watch it, and they're going to come to me with questions, which is a good thing.
Yeah, I would say the three main places that I think I'm using it is one, the meeting pre-watch. And there's two types. I have a generic one that I use for almost every introductory meeting. I have enough of those that I'm not going to film a custom one every single time unless it's a really special prospect. “Then I have the proposal recap where I'm going over, hey, this is what we covered. These are the things you really liked. Here's how it solves your problem.” Then I've got stuff like the executive briefing video where it's like, hey, we're meeting with his exec. Let's go back and forth and make sure whatever we're putting in front of them gets them prime. So if we're meeting, it's a really great meeting. If we're not, at least it gives me a chance to present asynchronously to that person.
the buyer of how are you feeling before they talk about what should happen next. The next piece is, what are we thinking on timing here? Because the next steps are often going to be dictated by how soon they want to move. “So your answer to that question is often going to help inform what the next step is.” So if I ask you, okay, cool, Jen, I'm really excited that you want to keep exploring this. How are you feeling on the timing of things? You're then going to reveal a little bit around where your head is at with when you need to make a decision to have this live, et cetera. And if you tell me, yeah, we need to get this thing stood up next month because we have
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