Lead Generation for the Complex Sale with Expert Brian Carroll

Episode • Apr 5, 2022 • 51m

Lead generation is often ranked as one of the biggest challenges of growing a business. That’s why I invited expert Brian Carroll to the Sales Talk for CEOs podcast to discuss what CEOs should know about generating leads for complex sales. Brian is the founder of Markempa, an empathy-based marketing company, and the author of the bestselling book Lead Generation for the Complex Sale. In this episode, he shares expert advice and actionable strategies for CEOs to evaluate their current lead generation practices and make adjustments that will increase sales.

In this interview, Brian diagnoses the problem of many marketing messages, and he encourages CEOs to see things differently by developing empathy and trying to understand the world of the customer. He shares many practical steps CEOs can take, including conducting customer journey interviews, keeping an eye on specific metrics, and employing strategies like empathetic listening and emotional leadership. This episode is for CEOs who want to improve lead generation by evaluating current methods and guiding their teams to adopt better practices. If this sounds like you, then listen in today!

Highlights

1:45 Diagnosing the problem with most marketing messages

7:25 How to conduct customer journey interviews

16:09 How to use empathy indexing to improve the customer experience

21:53 Specific metrics CEOs should use to assess their sales team and processes

30:25 Analyzing sales calls to improve strategy and training

35:55 The value of empathetic listening

44:24 Three questions to ask to improve your sales processes

48:00 Using emotional leadership to empower your team

Quote

“We need to understand what’s the mind of our customer, what’s the heart of our customer, and what are the things that they really care about.”

Connect with Brian Carroll in the links below: