The Sales Prescription Podcast Series is a cutting edge education series around Complex Sales Process, Sales Development, Transactional Sales, Sales Leadership, and Marketing strategies. Both the art and science of selling are explored and discussed in this educational and entertaining series of podcasts.
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In sales, as in life, relationships are everything. It's more than just about acquiring customers. It's establishing trust and developing relationships. While many people think of sales as a numbers game, the best salespeople know that success comes from building relationships. But what makes a relationship great?
In today's episode, Rusty Jensen, Ron Halbert, and Tony Glick are joined by Chad Rawlings. With 24 years of experience in sales and networking, Chad has many things to teach and share, particularly building relationships. Today, Chad talks about the foundations of building a great relationship, how he protects and nurtures his relationships across all areas of the sales process, and what the best practices are for a great customer experience.
Enjoy!
In This Episode
00:56 - An overview of Chad's professional career
02:51 - How Chad builds and maintains relationships
05:26 - The number one rule for building great relationships in sales
06:59 - How Chad keeps score with customers
13:08 - How much of Chad's pipeline for a new organization comes from his existing relationships
15:50 - What Chad does to protect his relationship as he gets through the sales, implementation, and service
22:04 - The best practices for providing a great customer experience
Favorite Quotes
01:20 -"One of the things that I always advise people, as we talk to our salespeople and speak to different leaders, is that you can learn from everyone, and you should. As you're interacting with people, as you talk to executives, as you speak to managers, as you talk to peers, and as you talk to people who worked for you, there is always something you can learn from everyone." - Rusty Jensen
03:03 - "Growing up, I had a great father who taught me the value of relationships. And so did my mother. And that translated over into what I do because you learn to care about people." - Chad Rawlings
05:38 - "The number one fundamental to building great relationships when you're selling is to do it right the first time." - Rusty Jensen
07:50 - "About 20 years ago, when I started in sales, I started keeping track ironically of something that I thought was important to me. And that is when you're in it to change people's lives, I don't want to sell you today. I want to help change the life and perpetuate that relationship for as long as possible." - Chad Rawlings
11:08 - "Doing things the right way, not taking shortcuts, and ensuring that people are taken care of will return in multiple more dollar signs." - Ron Halbert
11:33 - "Some of the greatest relationships I've developed over the years have been through hard negotiations. You always run the risk when you do stuff right, losing deals because some of the things that you have to go through to do it right are hard for people to accept." - Tony Glick
14:06 - "If you focus on helping enough people get what they want, the rest takes care of itself." - Chad Rawlings
18:55 - "When you do things right as a salesperson, no matter what you're doing on implementation, it's important that you stay connected. You got to make sure those people know you care." - Chad Rawlings
22:43 - "Whatever tool you're using to implement and onboard somebody, ensure that the customer has full transparency and that you can manage the customer's engagement during the process." - Chad Rawlings
The discovery call is among the most crucial steps in any sales process. It is the call where the salesperson gathers information about the prospect's needs and pain points. It is also an opportunity for the sales rep to build rapport with the customer and establish trust. Since sales professionals are always looking for ways to boost their pipelines and fill them with quality prospects, how can they prepare to be effective during a discovery call?
In this episode, Ron Halbert and Rusty Jensen talk about the discovery call. They will discuss how to prepare for a discovery call, the three key components to a successful call, and how to close it.
Enjoy!
In This Episode
00:48 - What is a discovery call?
04:09 - Why discovery calls are important in the sales process
05:15 - How to prepare for a discovery call
11:20 - Why it is important to assist sales reps in building credibility with prospects
14:08 - The three key components to a successful discovery call
15:15 - Environmental questions
18:52 - Pain funnel
21:21 - Translating the issues to a business outcome
28:59 - How to close a discovery call
30:32 - Foreshadow the sales process
33:31 - The summary email
Favorite Quotes
03:15 - "There's a mentality in the sales world where in a discovery call, do I qualify out or do I qualify in? Do I try and turn this into something that I sell, or do I try and figure out whether or not I'm wasting my time by trying to sell to this person?" - Ron Halbert
04:09 - "Regardless of what you're doing as a salesperson, you should be able to be conducting these discovery calls and these first calls in a way where you are selling, you are finding value. You are helping a customer to see the light and what your solution can do for them." -
The Psychology of the Complex Sale
Episode 25
Monday, June 20, 2022 • Duration 33:57
The best salespeople have a deep understanding of what makes their customers tick, and they use this understanding to shape their selling approach and establish long-term relationships with them. In a complex sale, it isn't enough to know what your product can do or how to position it. You must also understand the buyer's motivations, fears, and concerns. It is only then that you can create an effective sales strategy that takes all of these factors into account.
In this episode, Rusty and Ron talk about the psychology of the complex sale. They will discuss the three phases of the sales cycle and the key elements that prospects care about, what to keep in mind when starting a sales process, and how to navigate each phase effectively.
Enjoy!
In This Episode
00:57 - Why the psychology of a complex sale matters
02:55 - How the psychology of sales can be related to dating
07:14 - The three phases of the sales cycle and the four key elements that prospects care about
13:01 - The most important thing to remember when starting a sales process
17:28 - How risk is more important than price
22:53 - How to navigate the evaluation phase effectively
26:03 - What you should keep in mind during the commitment phase
30:10 - Why you should stop selling at the commitment phase
31:20 - Key takeaways from this episode
Favorite Quotes
02:13 - "Cold calling is awkward. But there are people that are very successful cold callers. They do it very well because they can take an awkward situation and make it better." - Ron Halbert
06:53 - "You need to be open to having the awkward conversation. But you need to think, how can I make this as least awkward as possible moving forward? And the way that you do that is by caring about what they (prospects) care about." -
The Six Decisions of a Complex Sale
Episode 24
Monday, June 13, 2022 • Duration 47:15
Salespeople need to be proactive in their efforts. These involve understanding the different stages or points of progression a sale goes through. As these stages present unique challenges and opportunities, salespeople must gain a detailed understanding of them in order to anticipate and resolve potential objections and concerns. Knowing how the buyer's journey progresses not only helps sales reps map their own selling process, but also increases their chances of closing the deal.
In this episode, Rusty and Ron talk about the six decisions of a complex sale. They will explore the stages or points of progression a sale goes through as well as how salespeople can successfully navigate through each step.
Enjoy!
In This Episode
01:01 - The six decisions of a complex sale
04:17 - How salespeople can better understand a complex sale buying process
05:45 - Making the first decision in a complex sale
08:55 - The second phase of the decision-making process
11:45 - The third decision to be made during the sales process
14:43 - The fourth decision that’s made in a complex sale
16:34 - The fifth decision necessary for a successful sale
18:56 - Decision six of the sales process
23:25 - How to help prospects make a decision
28:39 - How salespeople can overcome the fear of bringing people into the sales process
33:24 - An in-depth understanding of the third decision
36:55 - The two aspects involved in the fourth decision
40:01 - The most exciting part of decision number five
43:30 - Why decision six can often be challenging
Mastering the Complex Sale
Episode 23
Monday, June 6, 2022 • Duration 43:11
In today's market, the ability to sell effectively requires more than just charm and a silver tongue. The modern salesperson needs to be able to navigate a complex sale. This is because potential customers are no longer interested in just buying a product or service. They want to buy into a solution that meets their specific needs.
A complex sale is one that takes time, relationship building, and a deep understanding of the customer’s business. It is not a transaction, but rather a journey in which all members of the buying team are brought on board. This process can be daunting, but with the right tools and strategies in place, it’s a process that can be mastered.
In today’s episode, Rusty and Ron talk about complex sales. They will discuss the three different phases of a complex sale, the many factors involved in the process and some tips and techniques on how to master them.
Enjoy!
In This Episode
02:31 - The three different phases of a complex sale
05:14 - The research phase
06:49 - What latent needs are and why sales reps love them
09:04 - An analogy with zoo bears and latent needs
14:30 - The most common mistakes salespeople make
15:52 - The difference between research and evaluation
21:33- The commitment phase
24:25 - An overview of Ron's sales process
29:36 - Understanding the many factors involved in a complex sales process
39:03 - How to master the complex sale
Favorite Quotes
07:47 - "The biggest thing for a lot of sales reps that I've seen is the best sales reps out there, they love latent need deals because they know they have a product that is valuable. They know that they can help the clients." -
Overcoming Objections
Episode 22
Monday, May 23, 2022 • Duration 32:57
Sales professionals are no strangers to objections. They know very well that these are a natural part of the sales process. However, handling them effectively is what separates the top producers from everyone else. The ability to handle objections can mean the difference between a closed deal and a missed opportunity. What are some of the best practices that sales reps can use to overcome objections and stay in control of the sale?
In today’s episode of The Sales Prescription Podcast, Rusty and Ron talk about how to overcome objections. They will discuss in detail what objections are, why people object, and what the best practices are for handling objections.
Enjoy!
In This Episode
01:56 - What makes a salesperson prouder than closing a deal
03:20 - When does selling begin?
06:36 - How to overcome brush offs
08:36 - Why people object
10:39 - The AAA methodology to handling objections
11:11 - Acknowledge the concern
16:08 - Address it an answer statement, statistics, or story
20:41 - Ask, progress the sale and move to the next point
26:38 - What gray language is and how it relates to objections
30:45 - Rusty's sales prescription for the day
Favorite Quotes
02:40 - "Not all salespeople are just about the pride of closing a deal, but it's more the pride of taking someone that doesn't understand that there's a better way to do what they're doing and showing them how to do it in a way that they feel super excited about when you leave." - Ron Halbert
06:08 - "When you hear an objection, your goal as a salesperson is to take it, digest it, and then respond to it in a way that helps you progress forward in the sales process." -
Social Selling with Tony Glick
Episode 21
Monday, May 9, 2022 • Duration 38:36
Social media has created a new era of marketing. Today, customers can interact with brands through platforms such as LinkedIn. Having become everyone's favorite professional networking site, LinkedIn is a powerful tool for prospecting. It’s a great platform for finding and connecting with potential customers and building relationships with them. But how can professionals use it effectively? What are the best practices?
In today's episode, Rusty and Ron are joined for the second time by Tony Glick, Director of Channel Sales at NICE CXone. They will talk about how LinkedIn can be a powerful tool for prospecting, especially for B2B sales, what to keep in mind when getting started with LinkedIn and social media, as well as tips and tricks for getting the most out of LinkedIn connections and engagements.
Enjoy!
In This Episode
03:21 - How Tony and his sister started their social media presence
04:50 - How LinkedIn can be a powerful tool for B2B prospecting
08:34 - Why people are uncomfortable on social media
12:15 - What to keep in mind when getting into LinkedIn and social media
17:12 - An example of the power of building relationships on LinkedIn
20:20 - Ron’s tips on how to make the most of LinkedIn
25:05 - How to get people to view your posts
27:17 - A few things to watch out for when posting on LinkedIn
31:41 - Tony's advice for anyone who wants to start a business
33:21 - How to grow your social media presence exponentially
Favorite Quotes
04:22 - "Sales is not specific to just a career. It's all-encompassing in terms of human interaction, communication, and how people just interact and connect with each other." -
Email Tips and Tricks
Episode 20
Monday, May 2, 2022 • Duration 37:56
Email writing can be a powerful tool in a salesperson's arsenal. It’s a great way to nurture leads, establish trust, and build relationships with potential customers. But, like any tool, it’s only useful if you know how to use it properly. It can be tricky to know what to say in an email and even more difficult to make sure your emails get read and responded to. What are some tips and tricks for writing emails that get read and get results?
In today’s episode, Rusty and Ron talk about email writing as one of the fundamentals of prospecting and salesmanship. They will discuss in detail the tips and tricks for writing subject lines that draw people to your emails, how to write a solid email body, and how to end an email effectively.
Enjoy!
In This Episode
01:38 - Why email isn't the only way to prospect
03:56 - What people think about emails
05:29 - Tips and tricks for writing subject lines that get people to read your emails
Never use more than four words in the subject line
Asterisks as the number one punctuation that gets the highest response
No number in a subject line is good
Use your own company name
The number one thing in subject lines that produces the most response rates
Flattery and direct asks work really well in subject lines
Influence and persuasion language are not good
In terms of emotion, neutral tones had the highest response rates
Do not use the word 'you' or your'
18:48 - The tips and tricks to creating an effective email body
The greeting lines
Personalize what you're saying
Do not use big words for the sake of sounding smart
Bullets and dashes have a below-average response rate on emails
Use call to action | ask a question
Avoid hyperlinks
34:53 - The best ways to work on signatures
Effective Cadence and Sequencing
Episode 19
Monday, April 25, 2022 • Duration 31:35
There are a lot of moving parts when it comes to prospecting and marketing, and cadence and sequence are two of them. While there are differing opinions about what the right cadence and sequence for outreach should be, there are some strategies salespeople can utilize to make their outreach more effective.
In today’s episode, Rusty and Ron talk about sequence and cadence design. They will walk you through what makes a good sequence, the different tactics employed to make effective cadences and sequencing, as well as the common mistakes salespeople make with their cadences.
Enjoy!
In This Episode
02:17 - What are cadences and why do they matter
05:41 - The different channels used in the sequences
10:23 - How showing up personally is also a great tool for executing sequences
14:27 - The different types of cadence and sequences
19:19 - Ron's advice on creating email sequences
22:57 - Common mistakes salespeople make in their cadences
27:11 - How Rusty optimizes cadence performance
Favorite Quotes
02:42 - "A key reason why people fail is they are unorganized. Creating a cadence and using any sales engagement platform will help you stay organized despite the fact that you're reaching out to multiple people at the same time." - Ron Halbert
17:20 - "There are a lot of different sequences that you should create and you should use for various reasons. But you need to be really careful about how many you're trying to use at a given time. And you also have to be really careful of about what the sequence demands." - Ron Halbert
26:49 - "The biggest things that you have to keep in mind is, let's be creative. Let's be fun with the sequences but let's not get so creative that you can't keep track of what's going on right in the world. You have to keep track of what's going on and optimize your cadence." -
Managing Remote Sales Teams Effectively with Brooke Bachesta
Episode 18
Monday, April 18, 2022 • Duration 33:00
Traditional workplaces have evolved, and the rise of remote workers is one of the most noticeable changes. While advances in technology have made it easier for workers to stay connected with colleagues and clients, working with a remote team has its challenges. In what ways can leaders manage a remote team effectively?
In today’s episode, Ron and Rusty talk with Brooke Bachesta, Revenue Enablement Manager at Outreach, about how she helps and enables sales developers to be successful, what leaders can do to help their reps adapt to remote work, and what advice Brooke has for salespeople who are just starting out.
Brooke Bachesta started her career as an SDR, worked her way up and is now an Enablement Manager at Outreach. Her background is primarily in startups with a focus on high growth and up-market initiatives. In her current role, Brooke partners with the global inbound and outbound development teams (XDR) to attract and retain top talent, accelerate internal mobility, improve conversion rates, enhance buyer experience and increase productivity. She is also passionate about connecting with the next generation of sales professionals and works with students looking to get into SaaS.
Enjoy!
In This Episode
04:22 - How Brooke helps sales developers be successful
08:01 - How Brooke applies the concept of leaders finding ways to help their reps win
12:40 - What leaders can do to help their reps adapt to remote work
15:33 - Why KPIs and metrics are important
23:45 - How Outreach manages its remote SDR team
27:49 - Brooke's advice to salespeople who are just starting out
Favorite Quotes
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05:34 - "The first thing that you need to understand about any prospect or customer that you're talking to is you need to be able to understand what it is that they do as a company, what department your prospect is in, and what their typical role might be like." - Rusty Jensen
11:20 - "If you're an enterprise sales rep and you're talking about a potentially huge account or very important relationship, get prepared and get ready so that you can align yourself and your psychology in the way you communicate with them." - Rusty Jensen
13:07 - "When you think about sales as 90% building trust, it doesn't matter how smart you are and what you know, if they don't trust you, you're done." - Ron Halbert
23:24 - "You mentioned how they might defend the way they're doing things. There's a reason, and it's not easy to change. And they have to decide, are we going to go through? Is this worth trying to go through and replace all of this architecture, all these systems, these processes, and change, they can decide. And I'll tell you what, they're not going to make that decision just based on how personal individual feels about it." - Rusty Jensen
30:32 - "One of the most important parts of closing any call is to ask questions about the next steps, and the way you do that is you foreshadow the sales process." - Rusty Jensen
22:53 - "In the evaluation phase, when things get serious, get everything out on the table, everything. Every possible price component, every possible expectation you can set in terms of implementation timelines, and everything. Because remember price is not just dollars, it's also a time investment. It's also resource commitment internally. Get it out on the table because this is a time when it's actually received the most." - Rusty Jensen
23:24 - "Early in the research phase, you have to be a little careful with how you give initial ballpark pricing. When it comes to the evaluation phase, you got to be thorough and get everything out on the table because this is when it matters the least. So, that's when you want to hit that component hard and you want to make sure the expectations are set really well in terms of resource investment and pricing." - Rusty Jensen
29:33 - "Win-win means you win as your company and the employee and the sales rep. And they win as the prospect and the new customer. That's what everyone needs to walk away feeling and experiencing through the commitment phase." - Ron Halbert
02:51 - "The six decisions are the six distinctive points in which the sale changes based on what a customer is thinking and the progression that the customer is making in their buying process." - Rusty Jensen
03:20 - "When you can center in on the decisions that a customer is making and helping them to make those decisions, you'll have a lot of success than focusing on what you are doing and what steps you are taking." - Rusty Jensen
18:01 - "If it's something that's mission-critical and that has high complexity and a lot of effort to be able to not just install but also to change people's behavior, the more complex it is, the more you're goint to lose to indecision where someone will at any of these decision points push back and say, hold on, we got to stop." - Rusty Jensen
46:28 - "Understanding the processes and how companies make decisions really transforms the way you sell. You just have to be able to be willing to put in the work and understand what they're doing and help them through it, it'll dramatically change how you navigate the sales process." - Rusty Jensen
14:40 - "If you don't develop really good skills when it comes to helping to get in with people build trust and help become someone who can walk with them through their research and their process, you can still be successful but just not as successful." - Rusty Jensen
40:37 - "Your ability to sell something is your ability to talk people through where they are and where they could be and help guide them. So, you have to master your craft and then you have to control that messaging and make sure that everybody's coming in is communicating the right way."- Rusty Jensen
42:13 - "And that's really what you're trying to do. So those two things, control that message and make sure it's right across the board, which means you need to know your craft and you need to know how to influence other people to say it and you've gotta be able to project manage the sale, let them know what the steps are that are typical, and let them decide on how they wanna walk that path. If you master those two things, you can master a complex sale." - Rusty Jensen
22:18 - "Just remember what objections really are. They are little roadblocks and concerns that show that a customer is engaged, that a prospect wants to talk this through, and they're bringing up issues that need to get passed. And as a salesperson, you need to draw them out." - Rusty Jensen
30:55 - "When you hear a concern, stay calm, slow down, be very concise, and talk a little less. You should be able to actually address any specific concern within about 10 to 20 seconds. So, acknowledge it, validate it, slow down, minimize the language, then start to address it." - Rusty Jensen
31:40 - "Objections are good. People need to go through all of those concerns. They need to surface their issues and they need to be addressed." - Rusty Jensen
06:20 - "When you can build up a strong social media profile from a sales perspective, it is not only helpful for you to build and to create new opportunities and find new business, which it will absolutely help you do that, it will also help you in your career. This is a great way for you to be able to showcase you and your personal brand." - Rusty Jensen
06:50 - "By being active in the business community, you also draw a lot of attention to the company you work for. Not only do you bring that value to your own personal career and your personal brand, but the company that you work for and draw positive eyeballs and a positive perspective in the business community." - Tony Glick
11:34 - "The secret sauce, in terms of social media, is just like any other human connection. Just be who you are and of course, be professional. You do have to realize that anything you put out there is a permanent record and a reflection of you and a reflection of your company." - Rusty Jensen
33:52 - If you want to try to spread knowledge about you and your personal brand or you as for your company, you have to be able to get engagement with the content that you're sharing." - Rusty Jensen
03:18 - "One person can sit down and write a great series of emails. But there's a reason why you need to hire a sales force of people because when you get organized, you target the right people, you prospected them, you get the right multi-threaded cadence, you engage, you use your human connection, and you personally engage with people, that's how you get results, not by robo-bombing everybody." - Rusty Jensen
07:17 - "One of the things psychologically that happens when I look at my emails is if I think the email is from a bot or it's not a person, it actually releases some endorphins into your body when you delete it, like deleting your emails, it makes you happy." - Ron Halbert
19:10 - "You're not trying to sell them through an email. As a salesperson, the whole goal is to get them on a call. Email should facilitate a conversation." - Rusty Jensen
24:19 - "You want to really be subtle in terms of how you engage. You don't use a lot of big words. You don't want to use vocabulary words or ways of framing things to where you sound really smart. This isn't like a college paper. This is a conversational piece." - Rusty Jensen
31:38 - You should ask one question. You should never ask two. So, one question should be included in every email you send, but more than one question is not good. It's just too much people aren't gonna respond." - Ron Halbert
30:13 - "Personalization is key. Add some personalization, be real with people. The cadences that your marketing group helps you create, that's not you. Add an element of you to the emails you send, the voicemails you leave, the text messages, and the social touches. They need that element of who you are." - Ron Halbert
10:39 - "Sales is a mental game. You can teach people how to make cold calls, how to close a deal, or how to negotiate. But if they don't know the long game that they're playing, it can get really exhausting." - Brooke Bachesta
19:37 - “I think what's beautiful is that sales, as an industry, has really leveled up over the last couple of years. It's not just wheeling and dealing and like, oh sure, you're a hard-nosed negotiator, Wolf of Wallstreet. This is a highly-skilled role. And it does take a lot of time and energy to manage all of the cats that you're hurting, which are your deals or your prospects." - Brooke Bachesta
26:56 - "If you look at productivity, I think most businesses did see an increase in revenue when people were at home because they were just working all the time, which may not be very sustainable. What we lost though, was that human interaction." - Brooke Bachesta
