“When you are working with a buyer, do your prep, do your homework, know what they care about and take your talk track whatever it is and tailor it…” – David Weiss in today’s Tip 251
How do you know your audience?
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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 of ADP who’s been a regular fixture in the Sales Success Community having now made 2 appearances on the Sales Success Stories podcast, he contributed to the book project and will be on the stage again at the Sales Success Summit next month. Let me hand things over to David for now and I’ll tell you where you can find links to all of that stuff at the end:
David Weiss: Good Morning Sales Success Community. David Weiss here coming at you with some tips for the day. My tip today is “Know Your Audience.” So I was on a call recently and with myself, the CFO of a fairly large company and another salesperson. And we started the conversation with this sales salesperson kind of using our standard talk tracks, which we have built to be pretty concise for the HR community. And we were going through them and our value proposition and the CFO stopped us probably halfway through the talk track and just said, “Hey look, you know, love your ideas, but this just isn’t a fit for our organization.” And I jumped in and started asking some questions around their role, their responsibilities, and the main things they’re tasked with an organization. So for instance, CFO’s are often tasked with saving money, reducing operating expenditure, finding ways to make an organization a more revenue, consolidating vendors. Doing different things that directly impact an organization’s revenue flow or money management or things along those lines. So I started asking questions around that and they were like “Yeah, that’s exactly what I’m tasked for. That’s exactly what I’m trying to accomplish.” And I then said to them “Okay, well here are the main ways our solution directly impacts those things.” And they said, “Wait, so you’re telling me the expenditure I have here, here and here you all are going to decrease?” And I was like “Yes and we’re going to decrease it by about this much.” And they were like “Well that would mean this many, this much more. And it was in millions of dollars to my organization.” I said, “Yeah, that’s exactly right and that’s normal and that’s what we do every day.” And I said, “Okay, now you’re speaking a language I can hear.” And from there the conversation evolved and it went really well. And this person now championed us to the HR and operational partners that we also often work with. So my, my point to the audience is this, we all have typical buyers that we’ve built talk tracks for. There are buyers that we also touch within the life cycle of a deal that may not be our standard or that we may have not developed very specific talk tracks for. And my recommendation is absolutely to do so. Know what’s in the head of your buyers. Know your COO’s care about, your CHRO’s, your CFO’s, your CEO’s know what the kind of trigger buttons KPI’s things that they’re mostly tasks or things that they care about. And make sure you build individual talk tracks for them. Because in the same vein, if we went to a CHRO with a CFO talk track, they may be excited if they’re highly business-minded, but it doesn’t necessarily impact the core things that they’re trying to do. So when you do that, you’re going to be able to speak a language the person you’re talking to can hear. Because otherwise, you might as well almost be speaking German to an American citizen. Cause they just don’t get it. They won’t be able to truly hear you, truly understand you. They may get the gist, they may see some value, but it doesn’t resonate to what they’re trying to solve for. So that’s my tip of the day. When you are working with a buyer, do your prep, do your homework, know what they care about and take your talk track whatever it is and tailor it and lead with the most important things in the things that people care about and the things that they want to hear from you first, and then you can go into everything else. Thanks, everybody. Appreciate your listening. More to come!
Scott Ingram: For links to all things David Weiss just click over to DailySales.Tips/251
Then come back by tomorrow for another great sales tip.