Brent Keltner is the founder and President of Winalytics LLC, a go-to-market and revenue acceleration consultancy. His upcoming book, The Revenue Acceleration Playbook, teaches CEOs and go-to-market teams the importance of having authentic conversations with potential buyers. In this episode of the Sales Talk for CEOs podcast, we dive into the topic of authentic conversations: what they are, how to spot them, and how they differentiate your business. The episode will leave CEOs contemplating what authentic conversations with their customers look like and how to build and train a sales team that can have these conversations.

We cover all aspects of having authentic conversations with buyers during our discussion. You’ll learn how to find out if your team is currently having authentic conversations, how authentic conversations can lead to better discovery calls and more sales, and how to hire salespeople with an aptitude for having authentic conversations. If you’re looking to differentiate yourself from the competition, having authentic conversations is the way to do it. Listen in to learn more!

Highlights

1:27 Authentic buyer conversations

9:50 Outbound and inbound marketing for lead generation

10:56 The importance of referrals (and how to get more!)

15:20 Better discovery calls: shifting from shallow discovery to value discovery

18:44 Hiring the right salespeople for authentic conversations

23:24 The importance of playbooks in marketing, prospecting, and selling

31:30 Saying goodbye to product pitching and traditional selling

33:51 Authenticity wins

Quote

“We talk about the work we do as building an authentic buyer journey and having authentic conversations, which means simply, don’t talk about your product until you know how it will make your customer more successful, and then talk about your product aligning to what their goals are for a better future.”

Connect with Brent Keltner in the links below:

Website: https://winalytics.com/

LinkedIn: https://www.linkedin.com/in/bkeltner/

The Revenue Acceleration Playbook: https://winalytics.com/our-book/

You can learn more about and connect with Alice Heiman in the links below:

Website: https://AliceHeiman.com

LinkedIn: https://www.linkedin.com/in/aliceheiman/