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Jim Brown: Why Sales People Need a Process to Profit

Just because you know your product doesn't mean you can sell it

Stream below or right click here to download the episode. 


Sales Tips you'll learn in The Sales Podcast...

  • Former Marine turned sales trainer
  • Grew up poor so he had to sell to have money for hot dogs with his buddies
  • Was a bookie since 7th grade
  • Talked his best friend's dad into building a wrestling ring in his back yard
  • Got into his college of his dreams but because they were poor he joined the Marines
  • Took one company to Inc 58 status (from $1 million to $11 million in two years)
  • Grew Compendium and sold it to Oracle
  • Got too big for his own britches
  • Sought out to raise venture capital
    • Raised $1 million for a B2C app
    • It failed and it crushed him
    • Didn't pay himself for two years
  • The companies he interviewed all wanted a "good VP of Sales" but they were dreamers
    • They thought they could raise money
    • They thought they could bypass the basics of sales training
    • He hit up five companies to train them and all five took him up on it
  • 10 years ago he had a Sandler trainer who gave him a sales process
  • He landed his five clients before he had the Sandler franchise
  • His sweet spot is technology companies with 2-10 sales people in technology
  • There has been an explosion of software tech companies...but not sales people
    • So they pay a lot of money to recruit these people
    • Or they recruit young college kids and try to train them
    • Product knowledge does not equal sales ability
  • Most companies are under-selling because you're focusing on features vs the pain of the customer
  • Stats show that content is free but only if the prospect knows the right questions to ask
  • When prospects meet a professional salesperson they know it because they ask questions the prospect can't answer
  • Give use cases
  • Negative Reverse Selling
    • Be skeptical
    • Talk you out of buying from me
  • Buyers will let a professional salesperson lead if you have a process
  • Buyers don't know how to buy
  • Consumers are always wary of snake oil salesman
  • Technology companies all have a big button "Request a Demo"
    • Professional salespeople know they must learn something about them to do a proper demo
    • Consumers think they want a demo
  • How do you treat a competitor?
  • What do you say about competitors?
  • How do you negate a competitor without talking bad about them?
  • Turn on your video and have your prospects see you and you need to see them
  • Match their body language
  • Watch your tonality so you don't come across as condescending
  • Use your words carefully
  • Play the role of the dummy
  • Most sales managers believe they were hired to be a trainer but they don't have time
    • Product knowledge
    • Deal cycles
    • Etc
  • Sales reps are more open with an outside professional sales trainer
  • Most sales managers don't believe they need help
  • Usually the CEO of the company hires professional sales trainers
  • You need to understand your buyer profile
    • Acceptable clients
    • Typical clients
    • Ideal clients
    • Why would you tell each one "no"?
    • Tell the prospect that "at the end of this conversation I may have to tell you 'no.' Is that okay?"
    • Own why you would tell a prospect "no"
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