Pushing pipeline by selling value deposits, not features (Kyle Norton, SVP Sales & Partnerships @ Owner)

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1. 2:19

   Go to 30npc.com backslash SKO to save your seat. I'll see you there. All right, Kyle, welcome to the show. We start every single interview with your top three actionable takeaways. So let's get your three. So first off is offers of value. And so this is my appeal to sellers to stop closing the call and start to think about “instead offering the customer something to join you in that next step together.” That's why I call them offers of value. And so a great example of this is instead of saying, let me set you up with a call with my account executive, they'll show you the platform and all the cool things that we do. That's a me, me, me answer. Instead of great offer of value is, well, Nick, I know you mentioned you're struggling with this.

   In Value proposition

2. 2:24

   All right, Kyle, welcome to the show. We start every single interview with your top three actionable takeaways. So let's get your three. So first off is offers of value. And so this is my appeal to sellers to stop closing the call and start to think about instead offering the customer something to join you in that next step together. “That's why I call them offers of value.” And so a great example of this is instead of saying, let me set you up with a call with my account executive, they'll show you the platform and all the cool things that we do. That's a me, me, me answer. Instead of great offer of value is, well, Nick, I know you mentioned you're struggling with this. We have a bunch of customers that have solved that exact thing.

   In Value proposition

3. 6:42

   restaurant marketing software, website, online ordering app, sort of everything wrapped up to help a restaurant grow. And so essentially, one of my VDRs would get that objection. Oh, we're actually using X. Perfect. That's actually why I wanted to call you. Yes, and. That's actually “why I wanted to call you. I noticed that you're using Chow now. And something I noticed on your” site is that you're taking people off domain to place an order. And I'm not sure if you're familiar, but if you take people from your main domain to another website to place an order, none of that time on site or none of those conversions are going to help you with your search rank. But I don't want to get way ahead of myself. My accounting executive knows way

   In Account-based personalization

4. 7:52

   lot of people fail to recognize is that there's two types of objections you're going to get hit with logical and emotional objections. Logical are the ones that you just talked about, where they process what you're calling about and they say, well, we're already using something for that. They're logically thinking about what you asked. And in that scenario, you handle that “with logic. You know what? Yes. And I noticed this and you are logically talking through why” that's not a real valid objection and they should meet with you anyway, because you do have something valuable to offer. Where a lot of sellers get tripped up is when they get hit with an emotional objection. You call them knee-jerk objections, Kyle. They try to handle those with logic. And you

   In Objection handling

5. 13:01

   work with you up. So figure out what you can use to sell your meeting, not your product. Don't sell your product. Sell them what you are going to teach them out of that discovery call. Well, what's powerful about the offer of value is it doesn't have to be isolated to a cold call. “What we advocate for is any time that you're asking another human being, aka your prospect,” to take an action, you should be framing it from the perspective of why it is in their best interest to take that action. So whether it's booking a meeting on a cold call, or I'm trying to get Armand to go to my favorite sushi joint for lunch, I should be explaining why it's in

   In Cold email calls to action

6. 13:12

   Well, what's powerful about the offer of value is it doesn't have to be isolated to a cold call. What we advocate for is any time that you're asking another human being, aka your prospect, to take an action, you should be framing it from the perspective of why it is in their best “interest to take that action. So whether it's booking a meeting on a cold call, or I'm trying” to get Armand to go to my favorite sushi joint for lunch, I should be explaining why it's in his best interest to eat sushi and not an In-N-Out cheeseburger. So let's transition now to we've booked that meeting with a cold call. We're going on to the discovery call. Talk to me about what

   In Value proposition

7. 19:43

   So a bad version of that is like, and so doing a demo is very cumbersome on our side. And so if I'm willing to do this, can you commit to bringing X, Y, Z? It's like, again, this feels there's pressure on me. And so my reactance is to step away instead of saying, so Armand would make “sense to do a demo next, typically at this point. So I'm, I'm using social proof. Typically at this” point, you would bring together a couple of people that are going to need to be in the process at some point, or else you're just sort of wasting your time. It would be this person, this person, this person, and this is the off ramping. You know enough about the product and the problem we solve. Is that compelling enough to bring together that group? Or is like now the right time to maybe just like park it?

   In Proof and social proof