The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 11 months ago

The Sales Trainer's Happy Hour: Credibility

ABOUT THIS EPISODE

It’s late in the sales cycle and suddenly a bunch of your reps develop a new superpower for giving BS excuses — my buyers all went on vacation, they’d buy us if we weren’t so expensive, my dog ate their key decision-maker. How did this happen? Were they bit by a radioactive liar?

Late-cycle excuses usually mean early-cycle mistakes. One of the biggest ones? Failing to establish credibility.

This week, we’re trying something a little different — and there’s booze involved. Lisa Schnare, Natalie Pitchford, and Carlos Nouche join me for drinks to discuss why credibility matters and how to build it fast. Pour yourself a drink and strap in for a B2B Revenue Executive… Experiment?

In this episode, we break down what it takes to quickly establish credibility, including:

  • Personalization
  • Preparation
  • Authenticity
  • Overcoming anxiety

Now that you know the secrets to establishing credibility, are you ready to crack the code to effective outbound marketing or learn more about the entrepreneurial journey for women? Check out the full list of episodes: The B2B Revenue Executive Experience. 

You're listening to the BDB revenue executive experience, a podcast dedicated to helping executives train their sales and marketing teams to optimize growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. Let's accelerate your growth in three, two, one. Welcome everyone to the vay revenue executive experience. I'm your host, Chad C Anderson. Today we're trying something different and full warning, this is a not safe for work episode. There is alcohol involved, so cheers to everybody that's with me today. We're going to just have kind of a riff and we brought in three of our other associates and experts, from Natalie Pitchford, Lista Snar, Carlos Noche, and today we're just going to have some drinks and we're going to talk about how important it is to have a credibility introduction, build credibility right out of the gate and all of the things that go into that and then the interconnectivity of it. So to start I'm going to kick at the Lisa, since it was her idea and her topic. So tell us what you think about this. Yeah, so thanks Chad, I think when we talk about credibility we don't connect it down into all of the things that actually make up the equation of credibility. So when we're talking about things like personalization and research and account planning, all of those things are elements of our credibility introduction. And why is that important? It's important because people today, buyers today, expect us to have a certain level of understanding of them and their business and their issues before we even get on the phone. Otherwise, how do we actually earn a fraction of their attention when we're one of thousands of vendors trying to get their time? So the importance of that gets boiled down into a tactic. Often Times, when we're talking to salespeople and and sales development reps, it's Oh, I have to personalize because then I get a better response rate. Well, that's that's way too in the weeds. Actually, the reason we want to personalize is because it builds credibility and trust in us and our business as a trusted partner for their business. So I think that topic is something that I'm looking at Carlos. Sorry, I'm sorry. I'm looking at Carlos's faith that I'm dying over here because he's got this like grumpy professor. THAN GOING ON? Are you disagreeing? Are you agreeing with her? What's going on? What was just good to know that I ever get captured by terrorists, they won't be able to get it out of me just based on my facial expressions. So thank you. I am completely agreeing with her. In fact, Lesa, you know there's a saying that you know, people will remember how you made him feel much longer than anything that you say. So when you think about that initial engagement with someone, if you can talk about things that they care about, that they can relate to or it's not about us in our products, I think you're right on the money. So sorry if this is this is not happy face day. Tomorrow, Tomorrow's podcast will have happy face day. We think about that credibility nowe. Why is it so important? Why is it so important? What are we trying to overcome right out of the gate and the first, first meeting? And how long do we have to do it? You know, in terms of and we not a lot of time. You know, and this is one of those interesting points, right, is that when we talk to various people about how much time do you think you have when you establish credibility? We get a wide range of responses, but really you've got less than sixty seconds to establish that credibility. And it's really important because what you're doing there is you're actually trying to earn the right from more time. You're trying to earn the right to spend more time with them, you know, you know, having conversations about what you do and how you can impact their business. So it's really critical that those you're prepared to lease this point. You've got to do the research ahead of time. You've got to be prepare to have those conversations...

...to establish that credibility and sixty seconds are less. And when we think about doing it, well, we all know, I mean we've all worked with so many companies. We know that not many people excel at this, to put it nicely. What kind of what goes into it? I'm just going to throw it out to the group. What goes into it to make it successful? I mean, we all know we have to overcome the stereotypes of being in sales and it's even more critical today because of the virtual and all the mental health impacts. The COVID has had pushing everybody virtual. So how do you? How do you do it well? What makes it? What makes for a good credibility introduction in the ability to get it right and connect right out of the gate well through all that's har jump in for a second here, because I often work closely with with sales development teams, so SDRs bed ours, and they feel that I hear so often, and you know who you are, that they don't actually want their teams spending time doing research because it affects the quantity or the yeah, the quantity of calls and emails that are going out. So they're so concerned about not being able to hit that one hundred calls a day number that they don't want the team doing research. Well, okay, if that's the case, then your enablement team better step up and actually provide like persona based messaging and at the very least industry based messaging that makes it more available and and keep it updated. Don't do it once the industries and persona like concerns change on such a regular basis. We talked about it all the time how two thousand and twenty everyone's business issues and focus change during the pandemic and in the link of an eye. So guess what, you can't just build or like build a grid of this once and think, okay, I can use this research from ten years ago and give my teens this and enable them with this. No, it has to be updated, it has to be regular and if you want to personalize at scale, you should at the very least to be providing persona based messaging that touches on those points of like what that role really gives a crap about. HMM, and it's a really good point, right. We have leadership that thinks activity over quality is going to be more effective and we don't want people spending reach or the scrs themselves, or even as that are, which you all should be prospecting as well. Let's just be really freaking blond. You're not what you should be. So the companies want, you know, want the activity but don't necessarily understand the connection with the prep or the practice, and so, as a result of that has some serious negative impact not only on the individual but on the brand, and we've all seen this. So I'm curious from me perspective, with the clients that you've worked with and just for the audience, we're talking about global here now at he's in Jamaica, Lisa's in Canada, Carlos is outside of the US and Georgia, and I'm in Colorado. So when we talk about this, we're talking about a global impact, global perspective. Why is it that leadership, what is it that's driving leadership to not allow or in power or enable their individuals to do the job the right way? All right, so to chat. I might disagree with the just the tinge, because you know, I just love to do that. I don't think that they don't want you to spend the time energy. I think leadership gets lost a little bit in the weeds. Like Lisa said, the way they'll say, hey, you know, we need to really connect with folks. However, as soon as a rep pushes back, he said, well, WHA, WHA, if I ask more questions about them and their business, if I spend time for fairness, I'm going to have less time to really work the deal. And that is the big false the reality is you got to slow down to speed up. People miss these incredible support and as steps. I know this is all about credibility. This is what this podcast was about and we're trying to establish some so that we can get them to open up, to try to share with us about them, their companies, what's working, what's not, so we can find do...

...we have a match here? Can we work together? But let me fast forward to the end of the quarter. If we don't spend the time researching them a little bit, least the segment, you know, trying to understand them a little bit better, right, making an effort to not make it about us, this is what happens at the end of the quarter when it's time to, you know, to get this thing forecast. Hey, yeah, they love us, they think we're great. I don't know who really signs. Oh, they're on vacation. Yeah, it's still a dog fight. They would really buy us if you just weren't so expensive. I mean the list of Molarkey excuses is a mile long. So, folks, if you're seeing any of that late cycle, think early cycle. We didn't put in the effort, that's the word, the effort to really try to connect with someone early on a cal cycle. And it all starts with a credibility introduction. Call in the value, a story, call it a credibility intro. Hey, can we share something with them in our early conversation, and I'm talking about seconds, not minutes. That gets them to go hey, you know what, this is kind of interesting. I'm willing to spend a little bit more time with you. We were, you know, we've all heard this before. People like people that are most like themselves. So you got to be talking about the challenge is. The problem is the situations that these people are facing, which, folks, is not about our product or services and how great it is. So I don't know, kind of got we're full circle. But Hey, putting in the effort early on days huge dividends later on. It could be the reason why they don't include another vendor in the competition. It could be the reason why they sponsor here to meet with ultimate power, because they have confidence in you. Those little things make a huge difference at the end of the day. Well, all right, so leadership plays a role in this and we say, you know, I say, they don't give the room for it, and I agree with you. They probably want you to do it. There's don't think about the ramifications of it. What about the individual? I mean, the end of the day, we're all responsible for what we're bringing to the table. The things that we're doing. Leaders should be damned. I mean we have to be good corporate citizens, we have be part of the team. Well, what is it that's keeping what an what do you think from your perspective or what you've seen, Natalie? What keeps people from doing this basic step of just putting some thought into it so they can, in sixty seconds, capture the attention and captivate somebody connect with them in a way that will actually establish credibilities? What keeps the individual from doing it? You know, I think it ties back to cows this point. Right. It's time that I don't think I have to spend because I don't connect the ducks to see how impactful it can be. But the flip side of that is, can you afford not to do it? So if you go back and you know we analyze those successful these and those six figure deals, right, a lot of that has to be doing with you did something right up from the establish yourself or your organization as a credible and a differentiated player in the market, right, and it's so important that we connect to them and they're just I think a lot of folks are just not seeing that connection between spending the time and the end results, as cowls mentioned earlier. And you know, if I think about it, if we even flip it, why do we buy? You know, as individuals is basic individual who do you give your time to? Write as an individual, and I think that's the connection me Nei to make. At the end of the day, we're engaging with people, right. Why would you give someone your time? Why would you spend that much more with someone? You know? What is it that they said? How did you establish but how did you actually understand that this is the first time wanted to spend more time with and a lot of that has to be doing with a good intro? Will it be on the phone? Would it be email? But having really someone differentiating themselves up from so the need chunt that. Your question shot us to why they don't do it. I think they do need to see the correlation between doing it and the results at the end of the day. So I'm going to go I'm going to go one step further and say I think there's also generational challenges, right. I think I think you...

...get into baby boomers. This is not going to know. Baby boomers going to be surprised by this. They all understand they have to capture credibility. And I'm not I'm not generational bashing or whatever the non pc term is, but if you think about even Gen xers, we started to grow up, I'm Jen, actually started to grow up with screens in front of our face. millennials were the first generation to grow up completely with screens in their face. Jen'sads going even further with that, and their ability to connect, to be human, to be authentic, can boil down sometimes to a text that says suck. So how do you help somebody with that? Maybe he has never been taught about how to condense your words and deliver it clearly, concisely, passionately, in a poignant way. How? How where leadership supposed to work with those types of generational differences to help these team members see the importance of it? Are there things that they could be doing, that approaches they could be taking? Anybody have ideas on that? So I think you touched on it almost on the head when you set authenticity and genuine curiosity has been a line item on my checklist for hiring my entire career. Understanding a business should be a genuine curiosity of yours and if it's not, you're in the wrong business, because if you don't actually care or aren't actually interested in how businesses work and the problems they faced daytoday and how do they think about their performance and growth, then you're just going to get stuck in this like line item of research. Oh Yeah, checkbox, whatever research done, and you're going to burn out ultimately because every day that you spend doing research you're going to resent because you don't actually connect to it, you don't actually find it interesting, and that comes across. I think we can all agree that it very much comes across in the way that you sell. If you don't Ay, if you don't actually care about the research and be if you don't actually care about what you're selling, people pick up on that so quickly and so authenticity and genuine curiosity are two of the biggest things that are hard to train. But I think connecting like the importance of it to being a master of your craft. You know, I think that's another thing that we just don't translate across enough in sales. Is like, yes, there's still this stigma against us, there's still the stigma that we're the snake oil salesman or whatever, but if you're a master of your craft and you actually give a shit and you are genuinely curious about those people and you're authentic about what you sell in your enthusiastic about what you sell because you believe in that too. I don't think you can lose at the end of the day. Carlos and I just turned into a drinking game. Anytime anybody swear as we drink, we did it. We did without I think it was the one to swear was that you are. You're the first one to drop it, but that's okay in the morning of the beginning. This is not safe for this is real. This is perspective that either find it education inside trusts, where I am one hundred percent on that bus, one of them. All Right, so we've got so we got generational differences. I'm curious, from your perspective, what do you think the role fear plays for the different generations and the level of experience that these individuals have in terms of their ability to say they crafted a beautiful credibility intro, they've worked it out, they'd practice in the mirror and then all of a sudden are on the phone with a sea level executive and there's this the imposter syndrome kicks in right there's this fear in the back of their head. Now the three of us, well I'll speak for Carlos and I, are jaded and thick skin for multiple divorces. We're not going to be affected by that as much. I won't speak for the other other members of the team, but when you think about that, what role do you think fear plays in this? So, Chad, on one hand, I'm a Preestatif that you think I'm thick skinned because I have the divorced twice.

On the other hand, and maybe, since you know, you maybe drink coffee during the session, I don't think most people realize, I was terrified of talking to people. You know, my little voice in my head was you're not good enough, you're not at their same level. I had a milliion fears. This is not supposed to be us. I don't want to have to pay people for psycho therapy, but I would just say that look for the people that are listening to this podcast and have that little voice in the back of their head that even now. First off, you cadge its import you wrote it out, you thought it through and you practice what you were going to say, okay, let's say you got that far, because some people don't do that and then they wing it and then it doesn't go so well and then you go, man, yeah, that's that's sucked, that didn't work well. You know, it's like you didn't know how to ride a bike, but you jumped on one and yeah, that first ride really sucked as you ran into the traits. Okay, you going to have to put a little practice it, but assuming you get past that, if you're like me, I still had that fear factor. You know, you got to find your way over it, because if you really want this career, the reality is you're going to be talking to people at all levels and even as my career blossomed up, hey, you're talking to people that are always senior to you, wealthier than you, smarter than you. You're also talking to people in generations that are younger than you, you know, have not seen the same stuff as you, and that also becomes a fear. Right, how am I going to connect with this person? My way of overcoming it, and it's funny, you know, is I was thought of it as hey, I'm going to act like the best sales rap or best manager or best world Wi vp that I could be in those moments of stress and you could call. I'm going to fake it till I make it, and it worked for me. It got me over my fear. Now again, we still got a practice or skill set, but honestly, it was a big challenge for me and I still have that little voice that pops up in my head and I still go back to you know what, I'm going to act like the best tal you selling professional that I could be. I'm going to act like that great entrepreneur that I I know I am and I know I kild be and I am going to, you know, just try to engage with someone at their level and to get over the fear of making a connection. We all have it. That's something that I think none of us, you see, talk about. Yeah, cause us, and it's such a great point that you raise right. I mean a lot of times people look in and they see successful folks and they think, oh my gosh, they were always that way. I was that person and grabbed up to Grad school. I was that person when anyone asked a question in a classroom, immediately my pain would fall to the floor. I was petrifyed that someone would actually, you know, say hey, what do you think, just because I just didn't want to speak in front of people and want broke it from me. In addition to preparing cows, which is such a great point, is developing that confidence that came from sharing my style with someone else and getting feedback. So, in addition doing the prep work, is, you know, playing it out with a buddy, playing it up with someone you know, a mentor someone who can give you good feedback and help you build that confidence. And I think you know, even as vet, we need to understand that, that you know, it's great to get that feedback because that's part of the confidence building process as well. That helps you. That will become that fear out of picking up the phone and having those conversations or walking out to the sea suet and having that conversation. So I got my as like the young person in the group, I guess, yeah, what are you talking about? We just get call old fire shot fired.

Hate this great daily. I hope you do. But I actually got my start trial by fire, working for enterprise rent a car right out of college, with people screaming in my face that they weren't happy with their car rentals or they weren't happy with the way that I try to sell them insurance that they don't need or whatever, and so getting on the phone was nothing for me after that. And I know I know a lot of the people that I've hired over the years as parts of my career came out of call centers with the same experience insurance and banking. They they talked to people on their worst possible days, and so you're dealing with people when it's not to do with you, it is nothing personal, it is what's going on in their life in that moment. And so when I talk to people about getting on the phone and cold calling, you need to understand that this is not about you. If you get somebody on the phone who just size to curse you out, I honestly believe that whatever went on in their day that day affected that much more than your cold called it. And I think it's a shift in mindset. Like often times people are thinking like I've got to get on this call and close the deal or I've got to get on this call and book the meeting or whatever. The call is only to establish more information and if you go in with that mindset of like I'm gathering more information on this call and not and take the pressure off yourself of booking the next meeting or closing the deal. It completely changes your confidence, your mindset. You're just talking to people, and I also also say to people all the time, what if you sat down back in the day, when we used to sit down on a plane or a train next to a stranger for the next six hours? How do you just talk to them? How do you talk to them about their life, what they do? How do you ask questions? That's all you're doing on this phone call is being a personable person, sitting at a bar next to a stranger, striking up a conversation. And of course I'm not discounting, yeah, being human and not discounting the that we of course, in sales, we want to do the research and advance and if you're sitting down next to a stranger, you obviously didn't do any research, but you know the idea that that the comfort level of the conversation should be. We're all human and, if nothing else, this pandemic leveled us all to the same level. Globally. We all had the same struggle and in sales we started this, the conversations every day with the same question, how are you doing? And we connected to that. People human, we're sure, and we injected that empathy and humanity back into sales, which is why robots didn't take all of our jobs. All right. So let's wrap it up here. I'm going to give each of you thirty seconds to give me that one takeaway you want the people that are listening to remember when it comes to building credibility, getting over the fear, bracing the mindset, whatever it is. Give you thirty seconds. I'm gonna go to Carlos First. Man, I was hoping you'd pick me last. All Right, here's my one tick. We off top of my head. Hey, make it about them. So when you're there, be truly curious about them and their eyes, and that means, if you're trying to create that credibility, think about the title, the industry, the business that you're talking to. I like listening to a lot of business news because I can't stand the other news and it allows me to hear about different businesses and what's going on in them. So I use that a lot of times as a way to try to engage with someone. That's what my two sets. I love it. All right, Natalie, your turn. Thirty seconds. You know, make it relevant, you know, do the pet. Make sure you understand who you're going to talk to. Yes, and I we've had the competitions about do we spend the time on the PEP. The prep is worth it, because that how you really are going to make it relevant to who you're speaking to and that increases the Ott you're going to make that connection. So I think, more than anything else, do the PEP. Make it relevant them. All right, perfect, and Lisa, it's your topics that bring us back to...

...the mountain. Thirty says. Not Judgmental, but if you can see my background. But yeah, so so one of my favorite quotes. And if anybody hasn't watched Ted lasts so yet, do it and you'll see how this connects. But yes, back to yeah, great show. Back to, as Carlos said, be genuinely curious, Natalie, care about the care about the outcome. I'll say again have more respect for what you do and being a master at your craft, because that will elevate your mindset into a totally different level. As an individual. In any sales role, you are directly impacting the bottom line of that company. Think about that, repeat it. You are valuable and remember that. I love it. All right, everybody, that's going to do it for this episode. This was our first experiment. So if you like this, by all means give us a review. Send US an email. He'll subscribe to a youtube channel. Until next time. We have value selling associates, for sure. On nothing but the greatest success. You've been listening to the BB revenue executive experience. To ensure that you never miss an episode, subscribe to the show and Itunes or your favorite podcast player. Thank you so much for listening. Until next time.

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