The Transaction Matt Amundson & Craig Rosenberg

In this episode of The Transaction, Co-Hosts Matt Amundsen and Craig Rosenberg sit down with Becc Holland, a sales expert known for her innovative approaches to diagnosing and solving sales challenges. They delve into the nuances of effective sales strategies, emphasizing the importance of proper diagnosis over traditional sales tactics. Becc shares her insights on understanding buyer metrics, discovering hidden problems, and delivering real value.
Takeaways
Effective selling is about diagnosing problems the buyer is unaware of.Understanding and leveraging buyer metrics are crucial.Sellers should focus on delivering insights, not just pitching products.Discovery calls should be separate from demo calls to allow thorough diagnosis.Providing value through actionable advice builds credibility and trust.Chapters
00:00 Introduction02:00 Viral Meme and Easter Bunny Anecdote05:00 Transition to Business Discussion08:00 Welcoming Becc Holland10:00 Importance of Bold Moves in Marketing15:30 Discovering Hidden Problems25:00 Diagnosing and Solving Buyer Issues35:00 Metrics and Industry Averages45:00 Strategic Risk-Taking and Big Wins55:00 Outro and Final ThoughtsQuote of the Show "It's not about showing me that you know me; it's about showing me that you know something about me that I don't know." - Becc Holland
Sponsor The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. They handle everything from creative to guest booking, so you can focus on the conversation. Discover how your company can leverage B2B podcasts to deliver outsized ROI at ringmaster.com.
Connect with Becc Holland
LinkedIn: Becc HollandShoutouts
GartnerForresterJordan PetersonAndy RaskinPhrases Minted in this Episode
"Diagnose the Correct Things""Pain is Different from a Problem""Outlearn Your Competitors"Follow the Show
Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The Transaction PodSubstack: The Transaction SubstackWays to Tune In
Spotify: The Transaction on SpotifyApple Podcasts: The Transaction on Apple PodcastsYouTube: The Transaction on YouTube

In this episode of The Transaction, Co-Hosts Matt Amundsen and Craig Rosenberg sit down with John Henry Scherck, a strategic marketing expert with a knack for bold, game-changing moves. Together, they dive into the evolving landscape of content marketing and the importance of taking risks for big wins. John shares his insights on why dipping your toes in the water just won't cut it anymore and how significant investments and bold strategies lead to remarkable results.

Takeaways:
Small, iterative approaches often lead to mediocrity; bold moves yield bold results.Companies must have a unique and meaningful voice in a saturated market.Building an owned audience is crucial for long-term success, rather than relying on rented channels.Time to value and scannability are essential for effective content today.Strategic risk-taking in content creation can lead to significant wins.Chapters:
00:00 Introduction02:00 Welcoming John Henry Scherck05:00 Importance of Bold Moves in Marketing15:30 Unique and Meaningful Content in a Saturated Market25:00 Building and Leveraging an Owned Audience35:00 Time to Value and Scannability in Content45:00 Strategic Risk-Taking and Big Wins55:00 Outro and Final Thoughts
Quote of the Show:
“Bold moves get bold results. Safe bets lead to mediocrity.” - John Henry Scherck
Sponsor:
Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at ringmaster.com
Connect with John Henry Schurk:
LinkedIn: John Henry ScherckShoutouts:
Eric Ries: The Lean StartupGremlin: Chaos Monkey GuideFonoa: International Tax GuidesAdam Robinson: RTBApollo: Apollo AcademyAudience Plus: Audience PlusPhrases Minted in this Episode:
"Bold Moves Get Bold Results""Time to Value and Scannability""Go Big or Go Home Approach"Follow the Show:
Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The Transaction PodSubstack: The Transaction SubstackWays to Tune In:
Spotify: The Transaction on SpotifyApple Podcasts: The Transaction on Apple PodcastsYouTube: The Transaction on YouTube

In this insightful episode of The Transaction, Craig Rosenberg and Matt Amundsen are joined by Matt Dixon, renowned author and sales expert, to delve into the complexities of sales indecision. Matt Dixon shares profound insights from his book, The Jolt Effect, and discusses the significant challenges salespeople face today. He breaks down his innovative strategies for overcoming customer indecision, offering practical advice on how to navigate the nuanced sales landscape. Tune in for a masterclass on modern sales techniques and learn how to convert hesitation into confident decision-making.

Takeaways:
Salespeople must move beyond endless needs diagnosis and offer clear recommendations to guide customer decisions.Establishing trust through transparency about product limitations can build credibility and reduce indecision.High performers choreograph expert involvement to maintain their position as trusted advisors.Chapters:
00:00 - Introduction and Anecdote: LinkedIn Encounter05:45 - Meet Matt Dixon: Sales Strategy Guru08:30 - The Jolt Effect: Addressing Sales Indecision14:20 - Choice Overload: Guiding Customer Decisions20:15 - Information Overload: Building Trust and Demonstrating Expertise28:40 - Outcome Uncertainty: Ensuring Value and Building Confidence36:50 - Applying the JOLT Methodology: Real-World Examples45:15 - Q&A: Handling Indecision in Sales Conversations52:30 - Final Thoughts and TakeawaysQuote of the Show:
“If you want your customers to trust you as their expert, you have to be ruthlessly transparent about what you can and can't do.” - Matt Dixon
Sponsor:
Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at Ringmaster.
Connect with Matt Dixon:
LinkedIn: Matt DixonThe Jolt Effect: https://www.jolteffect.com/Shoutouts:
Pavilion: Pavilion WebsiteEPSTA: EPSTA WebsiteBrent Adamson: Sensemaking for Sales ArticlePhrases Minted in this Episode:
"The Smartness Arms Race""Ruthless Transparency"Follow the Show:
Craig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The TransactionSubstack: The Transaction SubstackWays to Tune In:
SpotifyApple PodcastsYouTube

As a GTM leader, you’re probably working every day to improve your playbook and you’re not alone. If improving your sales motions is a serious priority, you should probably check out this episode. Doug Landis is the CEO of DL Advisory and both a renowned sales professional and storyteller. Doug joins Co-Hosts Craig Rosenberg and Matt Amundson for a B2B sales and messaging masterclass, including an explainer of his Hypothesis Selling methodology. Doug dives into why outbound sales motions have become so ineffective, the value of verticalization in competitive markets, and how much of an impact the "Thought-Leadershipization" of your Executive Team can have on your win rate. 

Also, Craig is locked in a life-or-death struggle against the internet and Matt shares his personal insights on Nick Mehta and Doug’s fashion choices.

Takeaways:
Outbound sales reps need to earn the right to have a conversation with buyers before they share more about who they are and what they do. Sellers need to show buyers that they know them and understand the problems they’re facing, more so than the product solutions and features the buyer thinks they need.The core idea of Hypothesis Selling is for sellers to communicate that they understand the problems a buyer is facing by providing them with a hunch or a hypothesis of what the seller thinks the buyer’s world might be like.
Chapters:
00:00 Triassic Tattoos02:44 Introducing Doug Landis: A Beacon of Sales Wisdom05:36 How has the GTM Playbook Changed in the Past 4 years11:34 The Art of Outbound: Rethinking Sales Strategies25:16 Unlocking the Secrets of Killer Products26:16 Survival Tips for Inferior Products27:37 The Art of Execution: From Market Demand to Customer Conversations34:24 The Impact of the "Thought-Leadershipization" of your Executive Team41:49 Who’s the Best-dressed in B2B?
Quote of the Show:
“If you're going to earn the right to actually share more about who you are and what you do, then you've got to build that.” - Doug Landis
Sponsor:
Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/
Connect with Doug Landis:
LinkedIn: https://www.linkedin.com/in/douglandis/ DL Advisory Website: https://www.douglandis.com/ 
Shoutouts:
Maria Pergolino: https://www.linkedin.com/in/mariapergolino/ Arc'teryx logo tattoo: https://www.tiktok.com/@kjadeg/video/7337453935013252394 Arc'teryx response: https://www.tiktok.com/@kjadeg/video/7345316691762711851 Lavender: https://www.lavender.ai/ Norwest Ventures: https://www.nvp.com/ Doug’s post about Norwest Ventures report: https://www.linkedin.com/posts/douglandis_kudos-to-norwest-venture-partners-for-this-activity-7179189994635370496-LULM?utm_source=share&utm_medium=member_desktopKyle Coleman: https://www.linkedin.com/in/kyletcoleman/ Copy.ai: https://www.copy.ai/ Infor: https://www.infor.com/ Chris Ball: https://www.linkedin.com/in/chris-ball-010/ Veeva: https://www.veeva.com/ Peter Gassner: https://www.linkedin.com/in/pgassner/ Nick Mehta: https://www.linkedin.com/in/nickmehta/ Gainsight: https://www.gainsight.com/ Amy Chang: https://www.linkedin.com/in/changamy/ John Barrows: https://www.linkedin.com/in/johnbarrows/ John Barrows’ episode of The Transaction: https://thetransaction.substack.com/p/augmenting-automating-the-transaction Robert Koehler: https://www.linkedin.com/in/rkoehler/ Brandon O’Sullivan: https://www.linkedin.com/in/tailwindsales/ 
Phrases Minted in this episode: 
The Honest, Truthful, Ideal Customer Profile"Thought-Leadershipization" of the Executive Team
Follow the Show:
Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: ht

Please welcome a phenomenal sales thought leader that is bringing some much-needed fresh ideas to the world of B2B sales. Ashley Welch is the Co-Founder of Somersault Innovation and the author of Naked Sales. Ashley joins hosts Craig Rosenberg and Matt Amundson to discuss the core idea of “Selling by Design”, how to craft a collaborative co-creating process with your buyers, and why you need to know how to navigate your customer’s customer map.

Also, Craig gives an update on his son’s Instagram followers and Matt takes a sip of something scrumptious.
 
Takeaways:
Prioritize curiosity in customer interactions. Understanding the customer's needs, fears, and motivations through genuine inquiry can build stronger, trust-based relationships and uncover deeper insights into how to meet their needs effectively.Shift from presenting solutions to co-creating them with customers. This approach not only makes the solution more tailored and relevant but also builds a sense of ownership and partnership with the customer, leading to higher engagement and satisfaction.Push for a deeper understanding of the customer's broader ecosystem, including their end-users and other stakeholders. This comprehensive perspective can inform a more strategic and impactful solution that addresses wider organizational goals and challenges.Foster a mindset of innovation and creative problem-solving within the team by adopting principles of design-thinking. Encourage them to always start with the customer perspective and iterate solutions based on feedback and changing requirements.
Chapters:
00:00 - BRIEF Final Four Recap from Junior  Sports Correspondent, Craig Rosenberg02:53 - Introducing Ashley Welch! 05:17 - Drink Break05:29 - Does Expertise Trump Curiosity in Sales?15:29 - Putting Yourself In The Customers' Shoes22:12 - Deep-dive into Design Thinking in Sales40:38 - Get More Creative With Your Discovery Process43:53 - Creating Your Customer’s Customer Map53:11 - 4 Doorways to Deeper Discussions with Prospects
Quote of the Show:
“At the end of the day, I think everybody just wants to feel loved and listened to. That is your job as a seller. Love them, listen to them.” - Ashley Welch
Sponsor:
Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/
Connect with Guest:
Guest LinkedIn: https://www.linkedin.com/in/awelch1/ Guest Website: https://www.somersaultinnovation.com/ Naked Sales: https://a.co/d/bZtDydk 
Shoutouts:
John Barrows: https://www.linkedin.com/in/johnbarrows/ Doug Landis: https://www.linkedin.com/in/douglandis/ Becc Holland: https://www.linkedin.com/in/beccholland-flipthescript/ 
Follow the Show:
Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ 
Ways to Tune In:
Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

Our special guest today is a three-time CMO and seasoned veteran in the customer experience and SalesTech world who offers CX and sales software companies a wealth of expertise that he has accumulated over several decades. Nicolas de Kouchkovsky is a Fractional Chief Marketing Officer & Industry Analyst at CaCube Consulting. Nicolas joins Hosts Craig Rosenberg and Matt Amundson to discuss the transition from traditional methods to Signal-based Selling and the urgent need for precision and relevance in outbound sales efforts. They also dive into the critical role of modern data architectures, such as cloud data warehouses, in enabling efficient and effective sales strategies, stressing the importance of moving beyond CRM as the system of record to embrace more flexible, data-rich platforms.

Also, Craig makes a re-introduction and Matt sets the record for the number of times a person has said data warehouse on a podcast.
 
Takeaways:
The transition towards signal-based selling highlights the need for marketers to adapt to advanced methods of identifying and engaging with potential customers. The ability to harness and interpret signals can significantly improve targeting and personalization.Precise market segmentation and pinpointing the Ideal Customer Profile (ICP) are more crucial than ever. Generic approaches are no longer effective. Teams should invest time in deeply understanding their target segments to tailor messages and offers accordingly.Crafting and communicating a clear, compelling value proposition is essential. Vague statements about benefits can undermine trust. Marketers must articulate how their products or services address specific customer needs and pain points.
Chapters:
00:59 Reintroducing Nicolas De Kouchkovsky02:34 Understanding Signal-based Selling11:57 The CRM As The System of Record27:23 Automation and Precision: The Future of Outbound34:41 The Lost Art of Segmentation44:11 AI’s Role is to Assist the Seller49:11 Get Rid of Mushy MessagingQuote of the Show:
“If you start a business right now, your data should be the foundation and it will be your mid to long-term sustainable differentiator against any legacy business” - Nicolas de Kouchkovsky
Sponsor:
Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/
Connect with Nicolas:
LinkedIn: https://www.linkedin.com/in/nicolask3/ CaCube Consulting Website: https://www.cacubeconsulting.com/ 
Shoutouts:
Scott Brinker: https://www.linkedin.com/in/sjbrinker/Fivetran: https://www.fivetran.com/Airbyte: https://airbyte.com/Clay: https://www.my-clay.com/6Sense: https://6sense.com/Demandbase: https://www.demandbase.com/Madkudu: https://www.madkudu.com/Bombora: https://bombora.com/Regie.ai: https://www.regie.ai/
Follow the Show:
Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ 
Ways to Tune In:
Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1