Aug 18, 2022
In the end, the goal of every sales and marketing department is
to help their organization close more deals. But did you know six
key elements can help manage how a professional relationship
operates? In today’s episode of Aligned, Sean is joined by sales
expert and founder of The Sales Evangelist Donald Kelly in the
first of a three-part series to learn how to apply a framework to
build and maintain scalable sales
pipelines.
Environmental controls dictate the boundaries of the
relationship.
- Environmental controls have to impact other people beyond the
individual buyer. However, you must be buyer-centric and focused
primarily on their goals and expectations.
- Environment management is the key to establishing and
maintaining good behavior while limiting and preventing bad
behavior.
- Sellers can’t intentionally change many attributes of the
conditions surrounding the selling process, but there are some we
can exert and influence other elements.
Preventing buyer’s fatigue:
- Throughout the buying process, many buyers grow tired of
pushback from teammates, management, and sellers, especially when
the status quo is so easy to maintain.
- If you want to take people through the journey of change,
understand how quickly a person is willing to move and scale the
journey with the individual.
- Learn the internal politics within the organization. For
example, one person might not want to risk jeopardizing their
growth at the company by making the wrong purchase decision.
- Supply your contact with knowledge as ammunition to reinforce
the connection and combat potential objections in-house.
Managing different perspectives at different touchpoints
within the buying journey:
- Pain mapping is a powerful tactic because the human desire to
avoid pain is incredibly high, whether financial, strategic, or
personal.
- The wrong thing would be to take everyone to golf or dinner and
expect everyone to be at the same point in the journey - because
they aren’t.
- People don’t buy products; they buy the improvement of the
business.
- Marketers and sellers must convince the buyer not about the
product's viability, but how purchasing the product will correlate
with meeting their business objectives.
- Constrain the pain - Use social liberation with positive
insertions of company collateral in pitches and develop the
processes in later-stage opportunities to make the buyer process
not only seamless, but designed explicitly for the organization to
implement.
- Environmental changes either add positive or remove negative
elements to the deal that convinces the buyer to move forward.
Aligned Episode Resources:
- Read the transtheoretical theorem of behaviors in “Changing
for Good” by James Prochaska, John Norcross, and Dr.
DiClemente.
- Check out the Pentateuch, otherwise known as the first five
books of the old testament.
- Tune in to our past episode with Donald discussing reward
behaviors on
Spotify or
Apple Podcasts.
This episode is sponsored in part by FitzMartin’s Sales
and Marketing Alignment:
Why does proper sales and marketing alignment result in a 32%
average lift in revenue? Because a unified company centered around
its prospects can’t help but thrive.
FitzMartin’s Sales and Marketing Alignment program will analyze
your current sales and marketing structure to deliver a plan based
on the needs of your prospects, bringing you increased revenue,
expansion opportunities, and (above all) a unified front when
communicating with prospects.
To set your company up for success, visit fitzmartin.com/solutions
to discover how to unify your sales and marketing for the best
results.
This episode is sponsored in part by Fitzmartin’s
Organization and Culture Alignment:
Company culture and retention are directly connected. After all,
if you fail to build good company culture, you fail to retain top
talent. At FitzMartin, we help leaders like you raise their NPS
scores from the low 60s to the high 80s (and, more importantly,
present a plan to help you do the same.)
Create your company culture based on a shared mission to attract
and retain top talent. Visit fitzmartin.com/solutions
to learn more.