We at Sales Reinvented are on a mission to change the negative perception of selling. Each week we will be interviewing experts in the field of sales and sharing their knowledge, ideas and expertise with our listeners. They share with us in our vision of a world where selling is profession to be proud of.
The aim of our formatted show is to provide ‘snackable’ episodes that are short enough to listen to in one sitting but long enough to provide real value that will help you in your sales career.
Welcome to the Sales Reinvented Podcast.
Why You Must Craft a Transformational Message According to Sonia Dumas
Why do you need to craft a transformational message that resonates with your prospect? Does it increase your success with prospecting? Sonia Dumas believes the right message attracts people who could be interested in your service—but only if your message resonates with them at the right moment. If it does, they find their way into your marketing funnel.
Sonia—the founder of the Unstoppable Sales Community—joins me in this episode of Sales Reinvented to share why she thinks your message is one of the most important things to master.
Outline of This Episode [0:45] What is the difference between prospecting and lead gen? [2:22] Why are both processes so important to sales? [2:22] Prospecting and lead gen must be strategic [4:10] Sonia’s prospecting and lead gen process [6:00] A sales professional needs to embrace a positive attitude [7:55] The skillset Sonia believes is a gamechanger [8:51] Top 3 prospecting and lead gen dos and don’ts [11:35] Every conversation you have is an opportunity Prospecting and lead gen must be strategic If there’s no fuel in your car—or energy in your Tesla—it doesn’t matter how amazing the car is. It won’t go anywhere. Small business leaders want more revenue and income, but they don’t have a lead generation or prospecting plan. A website doesn’t cut it. Posting some content doesn’t cut it. Scattered activity doesn’t attract clients. Even worse—it wastes time. Prospecting and lead gen must be strategic and valuable.
Blasting out content, paying for ads, and attending meetings won’t fix your lead gen without meaningful information to assist your leads. To start moving the needle, you need information for your leads to discover. They then discover that you’re the solution to their problems.
The more you can create a genuine connection, the more you will have payday conversations. That’s when your prospect feels welcomed, acknowledged, and valued to such a degree that they’re open to having you transform their life.
Why you NEED to craft a transformational message What is your transformational message? Is it crystal clear what problems you solve and the audience you solve them for? If it isn’t, your leads won’t see your services as a solution to their problems. Your pipeline will stay empty. Your value has to be clear so your leads want to learn more.
You have to know the details of the problems your prospects are working to solve. You need to communicate that you know the nitty-gritty and communicate that on your website, your social media, your newsletter, etc. Start the process because you have a message.
When you have a transformational message, your pipeline will start to fill up. You have a solution that can impact lives. Your income will grow because of the transformation you’re providing.
A sales professional needs to embrace a positive attitude If you hate prospecting and consider it a chore, you will communicate desperation in everything you do. Instead, Sonia recommends focusing on what you enjoy: Do you enjoy transforming lives? Do you enjoy making an impact? You need to have fun with prospecting. Let the genuine pleasure of transforming someone’s life resonate in your marketing and your conversations.
Secondly, you have to focus. Your message has to be focused. You have to provide clear value and know what your ideal audience wants and needs. Sonia emphasizes that “Without focus, your efforts will be like a whisper at a rock concert. No one is going to hear you.”
You have to make a commitment to show up. It doesn’t matter if it’s once a day or once a week. Consistency builds confidence. It starts with you becoming confident. Those who are watching you become confident in your expertise, thought leadership, and your ability to solve their problems. Without consistency, confidence can’t be built.
What skillsets s
Proper Prospecting: Cultivate an Awareness of Needs [with Nick Kane]
Why are lead generation and prospecting so important? How do they complement each other in the sales process? Why is keeping your pipeline full so important? How does cultivating an awareness of needs lead to a higher close rate? Nick Kane—a Managing Partner at Janek Performance Group—shares his point of view in this episode of Sales Reinvented. Nick is a published author and sales performance expert. Don’t miss out on his expertise—listen now!
Outline of This Episode [0:55] The difference between lead gen and prospecting [1:44] Why are both important to sales? [2:53] What Nick’s prospecting process looks like [4:44] The 3 components that lead to successful prospecting [7:42] Skills sales professionals need to develop [9:24] Top 3 prospecting and lead generation dos and don’ts [14:27] Prospecting in the life insurance industry What Nick’s prospecting process looks like Without prospecting and lead generation, Nick shares that you’ll struggle to generate new business. You have to keep the funnel full or you have to rely on a high close rate. An organization must focus on generating enough leads to keep their salespeople busy and help them hit their quotas.
Nick emphasizes that both activities are complementary and benefit from each other. Lead generation consists of getting new opportunities in the pipeline and moving them through the funnel. It is a multi-prong activity that could include paid search, SEO, content development, sponsorships, and more. It does depend on the organization and target audience.
Nick points out that prospecting depends on who you are going after. Prospecting should include leveraging social media and social selling, networking events, business development activities, referrals from existing clients, and more.
The 3 components that lead to successful prospecting Nick believes three components lead to successful prospecting:
Mindset: Direct prospecting activities require the ability to deal with rejection. You have to be prepared to handle rejection. You must also help your customer create an awareness of needs to provide valuable insight, to raise a customer’s interest. Skillset: You must have a willingness to help, be persistent, and be consistent. You can’t just focus on the opportunities right in front of you and neglect prospecting. When deals are closed out you’re left with very little. Process: To Nick, top-performing sales professionals are not just calling anybody. You need to identify the right targets who will value what you have to offer. Narrow a list to a smaller pool for targeted prospecting efforts. You want to have strong initial questions to ask prompted by data or insight. It is important to create awareness of needs because prospects aren’t waiting for your call. You need to have the capability to identify good data to be thought-provoking. You just need to win the phone call, conversation, and meeting. You also need the ability to work through initial objections and earn the right to have the conversation.
Prospecting in the life insurance industry Nick had the opportunity to work with a global life insurance organization. Prospecting in that industry is extremely challenging. You operate independently and there isn’t a lot of lead generation. The salespeople didn't have strong processes, skills or strategies. So Nick’s team put together a strong and effective approach to support the sales professionals prospecting activities. They needed to maximize their personal and professional contacts to develop prospects.
They helped develop a personal brand for each sales professional. How did they want to be viewed online? How did they want to come across to prospects? They started to adjust their personal brand and enhance their efforts.
They helped them come up with key metrics and how to track those activities. What level of activit
Lead Generation Dos and Don’ts with Kendra Lee
Sales training courses always seem to start with “You have a lead, now what?” People are left questioning “Where did I get the lead in the first place? Where do they miraculously come from?” It’s why Kendra Lee starts her process with lead generation. Generating leads and doing research gives you talking points—and something to be confident about when prospecting.
Kendra is passionate about helping SMB companies get more customers. Mastering lead generation and prospecting is a great starting point. Listen to this episode of Sales Reinvented for her insight into the lead generation and prospecting process!
Outline of This Episode [1:01] Prospecting and lead generation [1:32] Why are they important? [2:33] Kendra’s ideal prospecting process [5:05] Attributes + characteristics of a prospector [6:26] Skills a salesperson should develop [7:56] Top 3 prospecting dos and don’ts [12:23] Drop-by prospecting in Washington D.C. Kendra’s ideal prospecting process Kendra starts her prospecting process with lead generation. Kendra is self-admittedly very shy about talking to new people, but she loves prospecting. Cold-calling on its own is challenging. She knew there had to be a smarter way than calling down a list. So for her, the ideal process is to start by identifying who your target market is and what their business issues are.
Who within that market is your ideal prospect? Who is the decision-maker? Create a value proposition based on those issues.
Then you can reach out by email, LinkedIn, calling, etc. You have to find innovative ways to get past the gatekeeper (voicemail, email deletion, or a receptionist). Once you get the person on the phone, you have to decide how you’re going to uncover their needs and handle objections.
Attributes + characteristics a successful prospector needs Kendra emphasizes that salespeople must follow up—not give up. They often give up because they don’t know what to say after the first few calls, emails, or messages. Secondly, you must approach the prospect from their business problem perspective. It’s not about your solution, it’s about what their issue is. You need to use your business knowledge about a problem and focus on what they care about. Not how your software application makes their world better.
Top 3 prospecting dos and don’ts What are Kendra’s dos and don’ts for prospecting and lead generation?
Don’t show up and throw up. She doesn’t care if you’re calling, emailing, or on LinkedIn. Don’t talk about yourself. Don’t ramble in your emails. They aren’t for a sales conversation. Keep it brief. Save the great information for a conversation. Do not lie. It hurts your credibility. Do follow-up. Even the worst salesperson will find success some of the time just by following up. Consistency is critical. Be yourself. If you aren't being you it won’t come across as a natural conversation. People want to talk to someone genuine. Kendra loves leaving a fun voicemail—no matter the length. Be yourself at every touchpoint. Kendra firmly believes it leads to a higher conversion rate. Have a value proposition. What do you do really well? How can you help them? What’s one recommendation? Know what it is that would compel them to have a conversation with you. Drop-by prospecting in Washington D.C. When Kendra was a rookie in sales, she learned how to do cold-calling and drop-by prospecting (AKA door-knocking). Her manager took her to downtown Washington D.C. to an office building. He pointed to a suite and said “We are going to go in and have a conversation to see if we can get to the IT manager.” He opened the door and pushed her in.
The receptionist was right in front of her. Kendra looked at her like a deer in headlights. She completely froze. She turned around and started to leave, leaving her manager to swiftly pull her inside
Mark Hunter: Stop Over-Complicating Prospecting + Lead Generation
People love to overcomplicate sales and prospecting. Mark Hunter emphasizes that you aren’t trying to create world peace or discover the vaccine for COVID. It’s just a conversation. But it’s a task salespeople need to own up to—that many hate to do. Why? Because they overthink it. Learn some simple tactics to find success prospecting in this episode of Sales Reinvented!
Mark Hunter is “The Sales Hunter”. He is the author of two best-selling books, A Mind for Sales and High-Profit Prospecting. Mark is recognized as one of the top 50 most influential sales and marketing experts globally.
Outline of This Episode [0:51] Prospecting + lead generation [1:12] Why are they important? [2:01] Mark’s prospecting process [3:18] Attributes + Characteristics [5:15] The top skills to develop [6:26] Top 3 prospecting dos and don’ts [8:33] Embrace the 58–2 technique Don’t solely rely on marketing Prospecting is going through the qualification process and deciding whether or not a lead can become a customer. You can’t close any sale without starting with a lead. When people complain that their sales are down, the first question Mark asks is “How much time did you append on prospecting and lead generation?” The most often used excuse is that “Marketing does that for me.” Mark emphasizes that clearly, they’re not doing enough or you’d be busier. It’s a task salespeople need to own up to.
Start with your Ideal Customer Profile (ICP) Mark emphasizes that you need to identify your ICP (persona, avatar, etc.). It’s not just anyone who will download an eBook or respond to an email. That just means they have a heartbeat. Mark jokes that his dog has a heartbeat, but he won’t be buying from him!
Focus all of your attention on your ICP. Look at your current customers. What outcomes have you helped them create? What benefits have they received? What are the common traits among them? What are the common descriptors? You can build your ICP from there.
Attributes + Characteristics of a successful prospector Mark believes you must have the desire to put the customer first. You sell to help people. You need to know that you can help a person or a company achieve something they didn’t believe possible. Secondly, people don’t wake up waiting for your call. You have to accept the fact that you will be interrupting someone. But if you believe in the outcome you can achieve, you owe it to them.
Mark points out that a salesperson has to stay focused and cognizant of time management. You must have the focus and the level of authenticity to stay in the game long enough to make it happen. Salespeople can be all over the place with prospecting. But when you keep these three things in perspective, you can be successful.
You must also be inquisitive. It’s the information you uncover that’s important. You must learn how to engage quickly to get someone to share with you. That comes with the skill of empathy. The person you’re reaching out to has to understand that you’re human and in this situation with them.
What are Mark’s top 3 prospecting and lead generation dos and don’ts? Keep listening to find out!
Embrace the 58–2 technique Mark was trying to reach the president/COO of a Canadian company. But he wasn’t having any luck. He could only reach this person’s administrative assistant who consistently shut him down. Mark finally decided to use his 58-2 technique. What is that? The best time to call someone is between 58 minutes after the hour to 2 minutes into the hour. Why? Because most meetings start at the top of the hour.
Mark called this gentleman right at 11 sharp. On the second ring, he picked up the phone—thinking it was his conference call. Mark quickly asked him about an acquisition they had just made. He said, “I don’t have time to talk right now.” So Mark scheduled a t
Never Split the Difference [Chris Voss + Mark Raffan]
In his book, “Never Split the Difference” Chris Voss set out to answer the question, “How do you make hostage negotiation principles work in the business world?” In this special episode exchange, Mark Raffan—the host of the Negotiations Ninja podcast—and Chris Voss discuss some of the principles from this book. Don’t miss it!
Outline of This Episode [2:25] Chris’s background in FBI Crisis Negotiation [3:55] Why you want a “no” over a “yes” [6:57] The two human needs [9:04] Chris’s late-night DJ voice [12:42] Why you should never downplay empathy [17:04] NEVER split the difference [20:08] The fallacy of extreme anchoring [21:55] How to use calibrated “How” questions [23:21] “That’s right” versus “you’re right” [25:20] In hindsight: Be assertive—but nice [28:10] Don’t take yourself hostage You want a “No” over a “Yes” The prevailing theory is that to close a deal, you should be getting little “yeses” throughout a negotiation. Chris thinks that ideal is awful. Instead, he emphasizes that you need to shoot for “no.” Why?
The little yeses—i.e. “Tie-downs” or “commitments” are a complete violation of human nature. He believes that it is the #1 reason you have long negotiations that go nowhere. After all, it’s “Not a sin to not get the deal. The sin is to take a long time to not get the deal.” He also notes that it’s the biggest toxin for relationships. People will stop responding to you entirely.
Humans are so tired of being trapped by “yes” that they can’t help but react negatively. They start to think: Where’s this going? What’s the trap? What’s the hook? Why is it important for someone to be able to say no?
Chris points out that people feel protected and safe when they can say no. Kids have learned that a “no” can be changed to a “yes.” Why? Because after saying no, you’re more willing to listen. “No” is almost always followed by “And…” which you must take advantage of. What comes after the “and?”
Why you should never downplay empathy The widespread lie is that “You need to separate emotion and empathy in negotiation.” Yes, you need to be in control of your own emotions—while empathizing with the other party. Chris notes that people used to think emotions were something that could be turned on and off. Now we know that emotions are hard-wired into all decision-making. Neuroscience has shown that without emotions, you can’t make decisions.
If you want the other side to make a decision, their emotions must be engaged. But how? You have to avoid negative emotions because they slow down the thinking process. Positive emotions make you smarter, so you want to enhance them while eliminating the negative ones. Which emotions do you like? Which are hurting you? You must separate the emotions and put the person on a different path of decision-making.
How each word feels depends on what side of it you’re on. When you hear “yes” you get a shot of dopamine. Hearing it makes you happy. But you forget how uncomfortable the other person feels when forced to say “yes.”
The fallacy of extreme anchoring Anchoring is strongly advocated by most people: i.e. “go first and go high.” It’s called the zone of possible agreement. The problem is that it makes deals go away that you otherwise should have made. Chris sees it regularly and he also negotiates regularly. He will NOT high-anchor. They make more deals consistently without anchoring.
If you high-anchor, you hit the occasional home-run—but you don’t get up to bat as much. Or worse, the other side stops pitching to you. It makes potential deals vanish. Those that survive? They’ll be a great deal. But the long-term loss is high. Chris emphasizes that by the time you realize it’s killing your business it will be far too late
Justin Zappulla Shares WHY a Great Prospector is Resilient
Resilience. Resilience is the ability to recover quickly in the face of adversity. Resilience is an attribute or a characteristic that every salesperson must have—or learn. Why is it so important? How does it improve prospecting and lead you to become a better salesperson? In this episode of Sales Reinvented, Justin Zappulla shares how being resilient can positively impact your career. Don’t miss it!
Justin Zappulla’s career has been highlighted by remarkable performance in sales and sales leadership roles. Today, Justin is the Managing Partner at Janek Performance Group and co-author of the popular sales book, Critical Selling, which is considered one of the top authorities and thought leaders in sales training, sales strategy, and overall sales performance improvement.
Outline of This Episode [0:57] How are lead generation and prospecting different? [2:05] lead generation and prospecting fill your pipeline [2:36] Justin’s lead gen and prospecting process [4:42] Resiliency is a salesperson’s greatest attribute [5:41] The top skills to develop [6:54] Top 3 prospecting dos and don’ts [9:21] The importance of resiliency Justin’s lead gen and prospecting process The most important part is to start with your perfect prospect profile. It helps you identify who to pursue. Then you identify the ways to meet those prospects (online, conferences, networking events, etc.). You then identify a trigger event that is likely to lead to that prospect needing your product or service and track those events. It might be a merger, a new hire, a home purchase, etc.
Justin emphasizes that you need to create a reason for a prospect to opt-in. What is your lead magnet? What is your offer? It needs to encourage someone to take action. You are exchanging value for information. White papers, free quotes, coupon codes, webinars, etc. can all be great ways to generate leads.
Once you generate leads, you have to nurture them. The idea is to continue to interact with the lead to stimulate interest or action. Those are handed to sales as sales-ready leads. Prospecting is the process of identifying and reaching out to leads to pique interest, qualify them, and start the sales opportunity.
The attributes salespeople need to succeed The first that comes to mind for Justin is resiliency. As a salesperson, you will get more “nos” than “yeses.” Great prospectors are disciplined and focused. It takes a lot of activity to produce a prospect, so you must stay focused and hungry. He also thinks of “ego”, someone needs to have a competitive mindset.
What are the top skills to work to develop? Justin would start by delivering a great value proposition. You have to pique interest quickly to be successful with prospecting. It needs to be a targeted message to initiate a conversation. Great prospectors have honed those skills. You also need the ability to connect with people, always be networking, and build rapport and trust quickly.
Top 3 prospecting dos and don’ts Justin shared a total of nine dos and don’ts that have to be shared:
Find creative ways to offer value in exchange for information. Test a lot of activities to see what works. Don’t get stuck in analysis paralysis. Leverage technology and implement smart lead generation processes. Create the perfect prospect profile and a clear definition of who you’re pursuing. Use a multi-channel prospecting process: email, calls, social, events. It needs to be a combination. Prioritize prospecting. You have to spend time on it. It shouldn’t be something you do when you’re done with everything else. Don’t offer something that fits everyone. Don’t wing it. Have a plan and system in place. Don’t give up. You always get more nos than yeses, so stay resilient. The importance of resiliency Justin was interviewing someone for a sales position and they were talking