Anthony Iannarino has some bad news for sales leaders who are depending on 20 year old sales models. They just don’t work anymore.
“Tell me about your problems and let me tell you about my solution” won’t even get you a second meeting.”
Alvin Toffler, who wrote The Future Shock, said that the future is going to be dominated by people who can learn, unlearn and then learn again. The hard part is unlearning.
Sales teams must be retrained to create value not sell benefits. Anthony calls this becoming a One Up. The core value creation is ‘'I know more about this decision than anything else.” Let me start a conversation with you about that.
Unlearning old sales habits is only the beginning. Anthony takes us through his three, non-negotiable, steps to hold salespeople accountable. Number one, a set amount of time per week prospecting. Number two, reporting on the actual conversations that are ongoing. As a sales leader, your job is to establish the criteria for what represents a quality conversation. And finally what is the next conversation that we should be having and our strategy to get there.
Listen to the entire episode to learn how to build your modern B2B sales strategy and team.
Highlights:
2:21 I'm not disrupting the industry. All I'm doing is documenting the strategies and tactics that work because the buyer has a different problem than they've ever had before. They're more confused, they're more uncertain. They have a difficult time getting consensus.
3:07 The most common problems that sales teams have: I don't have enough opportunities. Opportunities aren't moving fast enough through our pipeline for us to reach our goals. I don’t understand why salesperson A is doing well while salesperson B isn’t.
4:47 If you're training your team in a legacy approach where it's looks like solution selling and we start with let me tell you how great our company is and look at all these logos…
8:21 …one client said to me, we did $10 million. Our goal next year is $12 million. And I said, that is probably the worst goal I've ever heard…
9:26 The part of the vision that I care about is what do you want your team to be?
10:03 The best salespeople create more value in a conversation than others.
10:52 There's a chapter in the book about alignment. It’s when the CEO has a vision that is tangible, proven, and clearly understood by customer success, marketing, and sales.
12:39 I would describe churn as the devil.
14:16 We can get the first meeting, but we can't convert it to a second meeting. What that means is you didn't create enough value.
14:54 Let me give you another lens, my lens is not filled with false assumptions. I'm showing you what reality looks like and what you need to do.
15:30 We transform your team to a modern approach that means they're going to be what I call One Up. And One Up means I know more than you and I have greater experience than you do about this decision, not about everything.
Helping them understand what's going on, what it means for them, and what they need to do. So that means you're going to have a different sales force on the other end that can create greater value.
17:13 So it's not about what you sell. It's about how you sell. And if you get the ‘how’ we sell right, then you have a better shot of reaching your full potential.
18:29 Alvin Toffler, in The Future Shock, said that the future is going to be dominated by people who can learn, unlearn and then learn again. So that's where we are right now. So the hard part is the unlearning.
19:09 the most important thing for you to work on is increasing the effectiveness of your salesperson in the conversation with their client.
20:39 That's where growth comes from. It's the conversations that we're having.
23:34 I have two chapters on accountability…It's a very, very different kind of accountability. And