“Have a conversation that where you’re on the same side as the customer, you’re selling with them, not to them.” – Sarah Brazier in today’s Tip 438
How do you empathize and start a conversation?
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Sarah Brazier on LinkedIn
Sarah Brazier on Sales Success Stories Interview
Finding Sales Success on LinkedIn / LinkedIn Sales Stars
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today I’ve got a clip for you from my most recent interview on the Sales Success Stories podcast with Gong’s top SDR, Sarah Brazier. Here’s a quick three and a half minute sample from our full two-hour interview:
Sarah Brazier: For some reason when people get into a sales role, at least for me, and what I think happens with a lot of SDR starting out is that you forget that you’re a human and that the person on the other side is a human too. You’re just trying to do and whatever and it doesn’t relate to the person on the other side on the receiving end. As a tailor was really good at explaining like if you’re a VP of sales or a CRO or Director of Sales cause that’s who we sell to. These are the things that they care about. These are the daily sufferings that they have. Let’s get into their brain and then let’s think about how we can create language around what they’re feeling and what our solution does to help them and articulate that in a really valuable way. So I was kind of, the first thing is just helping me really emphasize with our buyer.
And then the second thing is when I first started out, I get someone on LinkedIn to respond to a message and I would be freaking out. I’d be like, “Oh my gosh. They responded to me and they said no, what do I say, Tanner?” And he’d come by and he’d help walk me through what good objection handling sounds like, how to make a point that makes them think a little bit more. So instead of them saying, not interested, they say, “Okay, that’s fair. I get where you’re coming from. That actually sounds like it might be helpful” or you know, as soon as I get off a cold call, he would get a notification that I’d had a cold call and it didn’t end up in demo scheduled. So he’d listened to it and he’d comment on it immediately. And kind of point out where I had missed the mark and helped me understand what I needed to do. So he’s just like actively hands-on coaching me on a regular basis and that’s when things started to click.
Scott Ingram: You know what’s really interesting about that is I think that, and maybe it just ties into the stereotypes of sales, but you know we fall into this, let me put on my sales hat and now as a salesperson, I’m going to say salesy things and the person on the other end of the line puts on their prospect hat and they say go away type of things. If you sort of flip that around and we just try and take a more human approach, it probably sounds really different from the typical salesy types of things that you think you’re supposed to say that don’t ever really work.
Sarah Brazier: Exactly. I mean I just got back from the Sandler Conference, the Sandler Summit and that’s like what Sandler selling is all about, right? It’s just like just have a conversation and have a conversation that where you’re on the same side as the customer, you’re selling with them, not to them. And if you can kind of move your brain around that way and say, “Okay, I’m on the same side as them and so then I want what’s best for this person.” Well getting a no or getting rejected becomes a lot easier because if it’s not the best thing for them, that’s okay. So then how do I approach that conversation and then it’s much more casual. It’s just like, “Hey listen, like I noticed these things about you. I noticed these things happening in your business. I’m curious like have you had this problem? Is this problem a thing that’s an issue for you?” And then they can tell me yes or no, or they can unpack that for me. And then I’ll say like, “Hey, why don’t we just have a no-pressure, exploratory conversation around like what Gong can do to help you out?” And that has been like coming at it from that angle instead of being like, “Hey, check out all these features we’ve got.” It’s been really, really helpful for me as you know, top of funnel tip of the spear SDR.
Scott Ingram: For the rest of this interview with Sarah, which is well worth the time investment to listen to, just click over to DailySales.Tips/438 and we’ll have a link to the full episode as well as a link to Sarah’s LinkedIn profile where she is also killing it. She’s actually another of the contributors to the LinkedIn Sales Stars project and don’t forget the webinar on Finding Sales Success on LinkedIn is tomorrow. A link to that as well, either to register or to get the recording at DailySales.Tips/438
After you’ve checked that out, be sure to come back tomorrow for another great sales tip. Thanks for listening!