“When ultimately they go have those conversations, they hear good things. And if you’ve done that and your competition hasn’t, you have a significant leg up on them.” – David Weiss in today’s Tip 1606
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Transcript
Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from David Weiss. David is the Chief Revenue Officer of the Sales Collective and founder of DealDoc. Here he is:
David Weiss: Hello, everyone. This is David Weiss, Chief Revenue Officer of the Sales Collective and Founder of DealDoc, your app for deal coaching. On today’s tip, we will be talking about The Surround The Castle Play. So I really, really like this play, and it’s helped me a ton throughout my career. So the whole idea was surrounding the castle. When you’re trying to get to champions, when you’re trying to get to economic buyers, when you’re trying to influence a decision in your direction, that’s what this play is for.
So think about any decision being made. What people are often going to do is they’re going to read some news, talk to some friends, look on some reviews, maybe talk to peers of theirs inside the organization, maybe talk to some references outside the organization. They are going to go do their homework on you. And what you’re trying to do with this play is show up wherever they’re about to turn. You’ve surrounded them. So no matter where they turn, they’re hearing good things and seeing good things.
So the way you do this is you need to be thoughtful about the organization. What shared investors do we have? What shared pieces of tech, like I talked about in a different play, that they’ve implemented tech in the same category so that they would know about you? What connections exist in their organization with previous clients of yours that they may try and get inside information on? What communities or inside resources would they look at? When they go to G2 or other ratings, what are they going to find? When they talk to analysts, what are they going to hear? So you want to think about all those types of things, and then essentially create alignment.
So before you ask a champion for a meeting, or before you get to the economic buyer and asking for a decision, you’ve talked to their team. You’ve maybe prepared some of this material in advance and shared it with them. You’ve contributed in being positive members of communities that your buyers would likely show up in. You have aligned appropriate case studies. You’ve found people in their organization that used to work at companies that you had deployed and successfully in the past that you know that they would turn to. You’ve purposely aligned influencers and other folks like that, that are proactively reaching out to them. You’ve figured out who mutual investors might be, and you’ve already had conversations with them. It’s all of that stuff you’ve surrounded them. You’ve surrounded them directly with information you’re providing to them indirectly through being a community leader and through influencing people that you know they’ll turn to. So when ultimately they go have those conversations, they hear good things. And if you’ve done that and your competition hasn’t, you have a significant leg up on them.
So that, again, is called The Surround The Castle Play. If you like this, you can find 78 other plays inside the Sales Technicians Playbook, which exists inside of DealDoc. You can also find a link on my LinkedIn profile. So thanks again. And if I can help with anything, feel free to reach out.
Scott Ingram: For links to connect with David, just click over to DailySales.Tips/1606. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!