Scribbler Logo

    You have 4 summaries left

    30 Minutes to President's Club | No-Nonsense Sales

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

    Wed Jul 19 2023
    salesobjectionsdisco demoscold callingclosing techniques

    Description

    The episode covers various strategies for handling objections, running effective disco demos, cold calling, and closing techniques. It emphasizes the importance of offering value, acknowledging objections, and creating a connection with prospects. The next steps in the sales process are discussed, including the need for mutual problem-solving and framing the next step. The chapter also highlights the negative impact of pushy sales tactics and provides insights on giving buyers choices and illuminating gaps in their current situation.

    Insights

    Offer value instead of closing the call

    Instead of focusing on closing the call, it is more effective to offer value to prospects.

    Handle knee-jerk reactions differently than objections

    Knee-jerk objections should be acknowledged, sidestepped, and continued with the pitch.

    Sell the meeting, not the product

    To overcome objections, it is more effective to sell the meeting rather than the product.

    Acknowledge objections to create a connection

    Acknowledging objections helps create a connection with prospects.

    Stagger questions in discovery calls

    In discovery calls, staggering questions creates a back-and-forth flow and builds momentum.

    Empathize with prospects

    Making prospects feel seen and understood helps build rapport and trust.

    Make prospects work to buy the product

    Sellers should make prospects work to buy their product rather than giving away next steps for free.

    Avoid pushing when you should be pulling

    Pushing too hard can cause deals to go wrong. Giving buyers the power of choice is important.

    Get more 'no's earlier in the process

    Getting more 'no's earlier in the process can lead to faster 'yes'es later on.

    Offer value instead of just asking for meetings

    Instead of solely asking for meetings, offering value can be more effective in engaging prospects.

    Chapters

    1. Handling Tough Objections and Running Effective Disco Demos
    2. Handling Knee-Jerk Objections and Selling the Meeting
    3. Cold Calling and Discovery Calls
    4. Next Steps in the Sales Process
    5. Avoiding Pushy Sales Tactics and Closing Techniques
    Summary
    Transcript

    Handling Tough Objections and Running Effective Disco Demos

    00:00 - 06:37

    • Kyle Norton, SVP of sales at owner Nick, shares insights on handling tough objections and running effective disco demos.
    • Tactic TV event on July 19th will replay a real sales call gone wrong and provide coaching on what should have been said instead.
    • Lead recap emails with action items and prioritize the prospect's problems over your product.
    • Lavender offers a sales email framework guide with stealable emails for every step of the sales process.
    • Prospect look-alike customers and use Owler to surface key insights about them.
    • Gong suggests turning a problem into a story during discovery calls to engage prospects.
    • Kyle Norton's top three takeaways: offer value instead of closing the call, cut waste by targeting the right leads, handle knee-jerk reactions differently than objections.

    Handling Knee-Jerk Objections and Selling the Meeting

    06:08 - 12:43

    • To handle knee-jerk objections, acknowledge them, sidestep, and continue with the pitch.
    • Sell the meeting rather than the product to overcome objections.
    • Offer value even if the prospect is not interested in switching companies.
    • Logical objections should be handled with logic, while emotional objections require an emotional response.
    • Use the NASCAR framework to handle objections: Notice, Acknowledge Sidestep Continue, Ask a question, Real talk.
    • Acknowledge objections to create a connection with the prospect.

    Cold Calling and Discovery Calls

    12:20 - 18:48

    • Acknowledging objections creates an inch of space between you and the prospect.
    • In a cold call, handle objections by acknowledging them and asking a thoughtful question about their business.
    • Sell the meeting, not the product, by offering value to the prospect.
    • Frame any action you ask the prospect to take from their perspective of self-interest.
    • On a discovery call, stagger your questions to create a back-and-forth flow and build momentum.
    • Ask curiosity-driven questions to get prospects talking and comfortable.
    • Empathize with prospects by making them feel seen and understood.
    • Deposit value by explaining how you can solve specific issues or problems they have.
    • Use off-ramping to give buyers an out and respect their need for self-determination.
    • Offer the prospect an opportunity to rank your solution in their set of priorities.

    Next Steps in the Sales Process

    18:22 - 24:58

    • The next step in the sales process requires work from both parties and a 90-minute meeting.
    • The two most common areas where this happens are setting up a demo and sending a proposal.
    • Window shopping during a demo or asking for a proposal without commitment is not effective.
    • Prospects should be asked to bring their team or higher-level decision-makers to the next step.
    • Sellers need to make prospects work to buy their product, rather than giving away next steps for free.
    • Inviting prospects to bring together relevant stakeholders is more effective than pressuring them.
    • Mutual problem-solving and finesse are important in framing the next step.
    • Value stacking is used to address pricing concerns and highlight advantages over competitors.
    • An assumptive close is employed, painting a path from onboarding to value realization.
    • If it's an obvious fit, sellers can go for the credit card without explicitly asking if they're ready to buy.
    • A bad habit that hurts salespeople is pushing when they should be pulling.

    Avoiding Pushy Sales Tactics and Closing Techniques

    24:33 - 29:54

    • Salespeople should avoid pushing when they should be pulling.
    • Constantly pushing and forcing something on someone can cause deals to go wrong.
    • Giving buyers the power of choice and letting them opt into decisions is important.
    • Using a decision framework like 'red coat blue coat' can help give choices while still guiding the process.
    • Getting more 'no's earlier in the process can lead to faster 'yes'es later on.
    • Offering value instead of just asking for meetings can be effective.
    • Illuminating gaps or issues with a prospect's current situation can be helpful.
    • Before setting a next step, make prospects aware of the investment required.
    • Connect with Nick and Armon on LinkedIn for behind-the-scenes insights from the podcast.
    1