Brian Burns is the host of
The Brutal Truth About Sales and Selling.
He's a strong B2B salesman,
millions of dollars in closed business.
Brutal Truth is actually one of top sales podcasts
right now, and he was nice enough
to come on to the Digital Agency Marketing Podcast,
and we had a really good conversation
about sales and selling.
In this video, I want to break down
three things that he taught me about B2B sales.
So, let's jump into it.
Without further ado, here's Brian Burns.
Rule number one is don't be a B2B robot.
- [Brian] Having a script, the problem is
your script is gonna be all about you.
It's gonna be in your language, your acronyms,
your company, all your benefits, and you know what?
They don't care.
People don't care about you until
there's a reason to care about you.
You've got to show them that you're
interested in their business, what they want to achieve,
what their life is like, you know,
what drives them nuts, and try and help them with that,
and kinda build a dialogue so that
you can have a relationship with the person.
It's not a transaction.
Certainly, you know, and every sale's different.
If you want to have something that goes on,
you know, month, year, that's really where the money is
in the long term, it's not in the short term.
If you just want to sell them encyclopedias
and you never see em again, having a great pitch
is probably pretty good, but that's not
what a lot of people are doing today,
and that market has moved to the browser and Amazon.
The real market today is for business to business
people who can start a dialogue,
build the relationship, help them solve a problem,
work together, because what they're looking for
is somebody who's gonna help them.
Lesson number two is get them to like you.
- [Brian] Now, you got to find a way of
how are they gonna like you.
Guess how people like each other in the physical world.
Is it somebody who asked to borrow $20?
Is it somebody who loans you $20?
Right, it's the giving.
Giving and reciprocation, or quid pro quo,
or give and take, whatever you call it,
is the way that people interchange trust,
and start to build a relationship.
Now, giving, you're not gonna give em $20,
but you can give them something that
they think of as value.
Case study, a compliment, feedback,
request their expertise, and that way
now you've got a dialogue going.
So, you, what I do with my clients is I break down
their process into these tiny little baby steps
so they can see what to do, what typically goes wrong
at each step, how to prevent those steps from going wrong,
how to keep the momentum going, and you have to
know the direction to take it.
It can't just be the response.
That's service.
Service people respond.
You know, proactive people guide the client
through this decision making process,
but the seller has to know what that is.
- And then one of the most game changing things
that he said is this next point.
There are no real budgets.
- [Brian] Typically, people don't really have
a real budget, you know, in a company.
I've sold million dollar deals for 20 years.
I was selling stuff that nobody knew they needed.
There was never budget for any of it.
So, the bant is brain dead.
Okay, what you wanna to is look at the company.
Are they hiring, they laying off,
are they public, are they well-funded?
If they are, they can afford 100K.
100K is noise, so get away from that.
You can't ask them do you have money for this.
You know, it's like they're gonna lie to you
if they don't, and if they do they're gonna
tell you it's gonna be a lot less than they really do.
So, you come in under budget.
What you wanna do is find out their level of interest.
Is it a real problem that they want to solve?
Is there a date associated with it?
What is the outcome they want from it?
What prompted them to contact you?
What did they like about what you're doing?
So, you get that dialogue started,
and then you kinda guide them through this process.
It's like, oh, we like to do an inception,
and an inception, you know, I would recommend
two, three days, whatever it is, and you go
it typically runs this amount.
How do you get that through your system?
Do you fill out a purchase request?
Do you have a corporate credit card?
That's how you qualify people.
You know, if they say, ah, I need to think about it,
and I go, so it wasn't a priority?
I'm just confused.
- If you liked those insights, there's plenty more
on the Digital Agency Marketing Podcast.
I'll link down to it below.
Lots of good stuff.
This Brian Burns interview was one of
the first ones we did.
Super grateful to have him on.
If you like this video, feel free to like it on YouTube.
Subscribe to this channel for more B2B sales training,
and if you need marketing support
for your digital agency, check out experiment27.com.
I'm Alex Berman, thanks.
Không có nhận xét nào:
Đăng nhận xét