Selling the 20% (John Barrows, Founder @ Sell Better by JB Sales)

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1. 12:17

   We are not some big, heavy consulting firm that's going to come in in here and assess your situation. We are not this. So we are this. Is that what you're looking for? And if they're like, well, you know, I don't know. It's like, look, fine. You know what? Why don't I do this? I'll send you some information about our programs. You can funnel this through internally with whoever you need to. “And then after that, you want to schedule a follow-up call” where we can talk about specifics because we're the right fit. Feel free to reach back out to me. Here's the link to my calendar. See you later. And I will get off of that call pretty quickly. So it's really dependent upon who the person is that I'm talking to, how they got there. And based on that is how I expand the discovery call from there.

   In Cold email calls to action

2. 13:37

   Yeah, I mean, I think I first start by trying to build some credibility, again, going back to tell you what I'm not, but also asking them questions that they probably haven't thought of before. For instance, Armand, you tell me that your SDRs, their emails are a little rough and their calls a little rough. “Armand, let me ask you, how do you know you even have the right SDRs” on the boat right now to be able to make this work, make any training work? Have you done an assessment of your team right now to understand the, are they coachable? Are they the right people on the bus? And usually the answer is absolutely not, right? I macro out, I'd be like, all right, can we just take a step back here for a second? Like, what does that mean that your SDRs,

   In Team and roles

3. 24:55

   So here's an actual formula of how we create sales ready messaging. And this is how it works. And I'm going to pause there, and I'm going to pull you into this conversation, Armand, and I'm going to say, Armand, instead of saying, does that make sense, I'm going to say, Armand, how does that compare to what you're doing now? “Could you explain to me how that compares to how you're coming up with your messaging” now? Give me an example of how you see this fitting into your existing workflow. Because the way you explain to me how it compares to what you're doing now or how you see it fitting into your existing workflow tells me everything I need to know on whether or not it made sense or not. And then I go, okay, cool, great. So now, boom, boom, boom, Nick, you had said earlier, your main thing was this. Well, here's the part.

   In Competitive differentiation

4. 31:53

   Number two, what you should be doing is you should be honing in your ICP and what that means is very early on, tell your prospects what you are and what you are not. In other words, here's what your competitors are great for. In other words, here are the things that most of your ICP customers “don't want. And if you are part of our ICP, here's what we hit a home run on. That's number two.” And then number three, what you need to do is once you've understood their priorities, don't just stop there by continuing to ask them questions about their priorities. What you should be doing is adding to their priorities. In other words, saying,

   In Competitive differentiation