Podcast episode
Asking questions that get your buyer talking about impact vs features (Morgan Melo, Enterprise Account Executive @ Pave)
30 Minutes to President's Club11 Jan 202333 min
Description
Join the most tactical sales newsletter in the world: https://hubs.ly/Q01-R33G0 FOUR ACTIONABLE TAKEAWAYS Use typically language and stories to gain credibility with your prospect, leading to deeper discovery. Ask your champion how they plan on justifying a purchase to the larger org. This aligns you to business level problems and also serves as champion validation. Mirror multithreading in the sales cycle. Bring a VP for a CXO. Bring an SE for a technical buyer. Bring in product for someone cross-functional. Leverage your own senior leaders to story-tell and pull in the people at power during the demo. PATH TO PRESIDENT’S CLUB Enterprise Account Executive @ Pave Healthcare & Life Science Account Executive @ Carta Client Strategist @ PwC RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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The link is in the show notes. All right, Morgan, welcome back to the show. You might remember we start every single episode with your top three actionable takeaways. So let's get your three. All right, number one, simplify your discovery. I think a lot of people get really nervous about where do they go? What problems do they start with? “So figure out what are the situations that you've got?” What are the problems that your product or your service solves? What are the business impacts of those? And then that should be the bones of all of your calls. Beautiful. What's number two? Number two would be ask why not how questions. There's only one way to get from situation to problem to impact, and that's figuring
focus on the wrong one, the whole thing is going to go to the wrong direction. So a couple of things. One is just like in your prep, right? You should know there are certain company personas you sell to, there are certain buyer personas you sell to, and you should start to pattern match what combinations of those “tend to align with certain problems.” So you should already have like some sort of guess, some sort of hypothesis on where they might land before you even get started. But the first question is really the most important question, which is why did you take the call? I don't like just why did you take the call, no matter how lovely you make it sound, because I think it's too open ended.