The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 5 years ago

What Sales Executives Need To Hear To Improve Results

ABOUT THIS EPISODE

Peter Philpott is a Managing Partner with Value Prime Solutions and has been a sales executive for over 30 years, running successful teams at Kodak before becoming a sought-after sales enablement consultant.

In this interview, we discuss Peter's background and dive into the three things his experience has shown him are critical for sales executives to be aware of in order to improve their results.

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Podcast Blog Link: http://www.b2brevexec.com

Value Prime Solutions: http://www.valueprimesolutions.com/

Chad Sanderson - LinkedIn: https://www.linkedin.com/in/chadsanderson/

... Sanderson, and today we're going to be talking to managing partner Value Prime Solutions, Peter Philip Pot. He's going to spend some time telling you about his background and let revenue executives out there know the three things they really should be paying attention to that, for some reason, they just aren't hearing. You were listening to the BDB revenue executive experience, a podcast dedicated to help with the 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. Today we have with US Peter Philpot, who is a managing partner with value prime solutions, and this is an opportunity for us to expose you to some of the talent pool that you can work with a value prime solutions, but also allow Peter to express, you know, the top three things that revenue executives should be hearing,...

...but they're not. So. First, I want to welcome Peter. Thank you very much for taking the time to be on the show today. Hey Chad. Well, thanks, it's great to be here. I'm looking for to work. Conversation Excellent. So let's start with the obvious question. Let's start about your background and how you got into sales. Well, Chad, you know, it's funny mention that because I recently was thinking way back and I actually had a summer job as a pay paper route and I love that summer job and I started making money selling stuff and I've been doing it ever since. I've spent my whole career, and had a long one, in business to business sailing selling, graduated to sales management, a few marketing jobs along the way. WAS VP of marketing for a firm and my last official job was VP of sales for North America for a fortune one hundred company and and that's where I met George Cavanah, who you know from value prime solutions, and he introduced me to the value selling framework and that pretty much...

...changed my life. And that was about twenty years ago. So I implemented the value selling framework for my entire team of over two hundred people throughout North America with great success. And and then about fifteen years ago I started facilitating value selling framework programs myself, and the rest is, they say, it's history. So it's been a long and a very interesting career and really enjoy working with different companies to help them be more successful and go and growing their revenue. Excellent. It's one of those things that I think all of us have a tendency to shares that. Once you've been exposed to the Vice Lin framework and you actually use it, not just like sitting in a classma. Okay, I check that off the box. What you actually use it. It is a bit career in life altering. I mean David Chats Express the same thing when I talk to him now. Interesting. Yeah, well, you know, I came from a very, very technical selling background and in...

...fact when I went through training initially it was it was several months of intense training and I think embedded in that training was, we're two days of actual selling training, months and months of technical stuff. So for me to actually turn that that sales team around and getting them to focus on customer issues and customer challenges was it was a was a major event. But I we were able to do it through value selling and it worked. And you know, I've I've been a an advocate of the value selling framework ever since. Excellent. And so you've been doing it for fifteen years. So in that course of that that experience, is there a humorous or enlightening story from your experience implementing the viceline framework with all these companies that you'd like to share? Well, you know, it's a really recent one in that long fifteen year history...

...with the value selling framework. Just happened this summer and that was one of my it's a funny story now. It wasn't funny at the time of buy any stretch the imagination. It was your basic facilitators worst nightmare. The the program was in Rhode Island and I had said all the materials they had to this hotel and Rhode Island. Made my way, flew into into the the airport there, drove to Newport, checked into the hotel, check to see if the materials were there. Everything was there. Everything Look Great. I went and visited the meeting room just to make sure the setup was exactly the way I had had asked for it to be, and it was. The meeting room look perfect. It was set up exactly the way I was looking for. And then I get up in the morning. I always get there early to make sure everything's going to work well, and there's no one there to help me, and then there's no one there at all, and then no one shows up at all for the for the training, and I'm thinking,...

Oh, this is not good, and I finally was able to make contact with the key people in my customer base who I was working for, and there had been a screw up at their end. Quite frankly, and not my fault, but the program wasn't in Newport, it was in providence. So I had to get in my car, load all my stuff in the car, get all the materials and the program started a little bit late that day. And and the bizarre thing is that at the end of the day, when I thought we were going to run on just a little bit long to got to make up some time, right at five o'clock, there was a fire alarm and the hotel, the entire hotel, was a back. So that was the end of the program for that day. But Anyhow the program was very successful despite all of the problems we have. But Murphy clearly showed up that day. I'll tell you. Oh my God, it sounds like you're recovered well, though. Yeah, worked out really well. Was One of the better programs this summer. There is no one size fits...

...all solution for optimizing your sales and marketing organizations. Yet how you sell and market is a tremendous differentiator. Value Prime Solutions uses proven formulas and frameworks with a customized approach to increase your sales and Marketing Roi to learn more about how we can help you, visit value Prime Solutionscom. The excellent, excellent. So when you think about revenue executives out there that are struggling with, you know, enabling their sales teams to be more successful these days, what are the three things that you think they need to hear that, for whatever reason, they just aren't hearing, are paying attention to? Maybe they're just ignoring or overwhelmed. What would be the first one that you would tell revenue revenue executive they really need to pay attention to? Well, you know, I think right off the bad and right up front, you know, I would ask them, are there people really doing an effective job of diagnosing their customers key issues and challenges? You know, are they really getting a thorough understanding of the customers business before they start throwing out solutions at the situation. I...

...just think that's it's the basic thing. But I just see it over and over again that people start with solutions and and clearly they're not they're not painting the key target that they need to hit so that their solutions really resonate with a company. Well, that is very it's a very common challenge, right for sales exacts. We hear all the time. I mean everybody out there in the ether is talking about how how sales rep show up and they just want to talk about features of benefits and they don't really understand how to uncover and connect to the value in the in their prospects mind before they start, you know, pitching. Absolutely. And then these people are, you know, they're very technically focused, their product focused. They have exciting new things and new technology to talk about. So that's where they you know, they're exciting, that's what they want to do and they don't just they don't ask the right questions and sit back and listen the way they should. Yeah, it's and that's a big challenge. I mean especially for revenue exacts that have a whole bunch of other things going on. Making sure that they're providing their reps with the tools and and the resources to pull that off seamlessly. I'm...

...curious and when you when you've talked to clients, I mean if and you tell them that or talk to them about that, do you see the lightbulb go off with the revenue executives or is it more of their nodding, like they know it's important, but they really aren't, you know, it's not sinking in? No, no, I think they know it's important. They realize because their executives themselves and they know that they have issues themselves. And then if you know they were going to give their valuable time to a salesperson coming in and talking to them, you know, I know that really resonates with them. But but it's, you know, getting the people to get in the habit of really doing that through a diagnosis before they start prescribing anything. It's that's a that's that's still a tough challenge for the product focus. Sales people excellent. Okay. So what would just second one be? Well, you know, it's it to go. It corresponds to that. But you know, are but are you know, I would ask you know, are there salespeople really able to lead the customer to see the quantified value that the solution brings. Over and over again I see salespeople when I travel with...

...them and I make calls with them. You know, they get that vision match, they get the customer to see the the product performing for them and they get excited. They say hey, they don't this, this looks good and instead of moving to talking about the value that that solution can bring the the salespeople tend to jump right to cont try to close the sale and and they just aren't having that value conversation. And there's a technique to that, but they're just oftentimes not doing it. And it's so important to get the customer to start talking about the value that they're expecting, the benefits they see from the solution that you're that you're going to be able to bring them. and Ye, it's an interesting we talk. You know, we talked a lot about the quantification that you both business and personal right in the framework. But it's one of those things that I don't understand and maybe I don't know, maybe I've been doing it, maybe I'm a little hated, I've been doing it too long, but it it's one of those things that I don't...

...understand why more people don't take that time. You think it's just a rush to like hey, I smell blood in the water, like I think I can get this close. So they just they rush for that, you know, out of the gates instead of taking their time. And what are you thinks behind that? Well, I think it's because they've always done it the other way. They've never they've never really had a value based dialog going forward. It's always been product based, product features, functions and and price and and quite frankly, that's that's that might work sometimes, but it's certainly not going to work in a competitive environment and it's certainly not going to work when pudges are tight and and they're just not used to asking those value questions. But once way they practice using those value questions and it starts becoming a second nature to them. You know, they just realize a whole lot more success in everything they do. It was it was definitely eye opening for me back when Mr macinnis, Rick Mac and has trained me. But fourteen, fifteen years ago, it was a huge it was it was I remember being the...

...guy in the back of the class go why am I in here? Why of course. Why am I doing this? And then halfway through the second day the light bulb goes on which now, having facilitated class, I actually get to see from the other side, which is really interesting, that light bulb POPs on and they start to get it. They sort of lean forward right, they understand absolutely better. Way. Excellent. So, yeah, what would your third point be? Well, and then in another it's just again it's basic stuff. But you know, are there people really doing effective call planning? Are they? Are they taking the effort ahead of going into the call, or they just showing up and winging it? And are then they following up with a with a mutual plan, you know, a document, an email document that they send their customer to summarize the meeting and to and to lay out the steps moving moving that the whole process forward? I just again, I just don't see people doing that. I think again, our framework allows them to do that in a very simple and effective way, but it's just it's people just are doing those basic things that are so important...

...to really moving the customer event forward. And we say in Class A lot you know, this isn't this is a rocket science. Right, there's not. It's not rocket science. So you're doing the vast majority of this anyway. So let's let's, you know, give you ways to do it more effectively and better. But the one thing that I haven't figured out, maybe you have a better insight on this and I do, is how do you convince them that it is worth the time right, because if any time I had like rick come in and train one of my teams or now that I facilitate with customers, you always hear the reps going, Oh, I don't don't have time for that, I don't have time right. So well, here's how you overcome that one. Well, I talked about it I just briefly. And is and you know, are they taking the time to put some sort of mutual plan together with the customer as a follow up to the overall dialog and then getting the customer to give them the time to have a follow up call to agree to that plan? Because that plan, that mutual plan, that plan letter or plan email, can accelerate the sales cycle so...

...dramatically. You know, it's Scott, stops the scope creep, it stops the wheels from spinning. You know, when you're you know, we haven't been able to get that meeting and you know your you meet again and a month hence. It's just a it's a way to really accelerate things and all these little things that we talked about in our framework, while they seem like they may take a little extra time up front, they save lots of time going forward. I mean you can really move the process forward exponentially by by just using the framework. And I say that over and over again in the training, is that we are not here to to take up your time. We're here to save you time and to be that much more efficient and effective. Yeah, time management becomes one of the things you know. It's the quickest way sales repste especially when it comes, like say, technology. Right. We've had a lot of conversations about, well, how do I get my ref to adopt the CRM? And my response is always pretty much the same. Even when I was an individual contributor or, I was running teams, I wasn't willing to spend time on anything that I didn't think helped me...

...sell more. More right and the right I selling frameworks perfect for that, because it is. It is a masterful time management tool. Absolutely it's the best I've ever seen. Excellent well, Peter, if there's a listener out they're interested in talking more about the topics we've touched on today, what's the best way for people to get in contact with you? Well, my value selling email which is Peter Dot Phil Pot at Value Sellingcom, and Philip Pot is spelled Philpott. Peter Dot Philipot of value sellingcom. Drop me a line and I'd be happy to talk to excellent Wi Peter. I can't thank you enough for taking the times for great having you on the show today. Oh it, Chad. That's a bit of pleasure talking to you. Look forward to chatting again and looking forward to listening to some more of these great podcast coming up. Excellent. Alright, everyone, that does it for this episode. Please check us out of BB REV xccom, share the episode with friends, families, Co workers and please, if you're enjoying what you're hearing, write us a review on itunes. We do use those reviews to help kind of craft the content and guesss that we pull on to the show. Very...

...valuable for us and hopefully, in turn, very valuable for you. So, until next time, we have value prime solutions. Wish you all 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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