Why You Need to Have Authentic Conversations with Customers with Brent Keltner Transformed Sales

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Highlights
How he became a go-to-market and revenue acceleration leader (02:12)Defining the authentic conversations that you can have with buyers (04:27)Applying the skills he acquired doing qualitative market research to his revenue growth work (06:48)Why you should start with your customer stories before going into your product (09:41)Being a Revenue Officer: Getting the sales team, marketing team, and other team players in alignment (12:09)Shifting your focus away from your product to thinking about your customer’s WHY (14:39)The value of ensuring your core goal is to get into your buyer’s world (17:53)Pattern recognition: The one thing that he took from his academic training into the corporate realm (22:47)NOBODY cares about your product (28:36)
In this episode of the Science of Selling STEM, I will have a value-packed conversation with the Founder and President of Winalytics LLC, Brent Keltner, Ph.D. Winalytics is a go-to-market and revenue acceleration consultancy that helps clients reach their top growth potential by shifting from product-driven selling to value-driven go-to-market strategies. Brent is also the author of the forthcoming book “The Revenue Acceleration Playbook: Creating an Authentic Buyer Journey Across Sales, Marketing, and Customer Success” Brent brings to the role more than a decade of experience as a revenue leader in enterprise to early-stage companies and ten years as a Ph.D. social scientist at Stanford and the RAND Corporation.  
His clients have included Ascend Learning, Credo Reference, DealerRater, Lexmark, Mursion, Ready Education, True Fit, and Verisk Analytics. Brent and I will dive into the topic of authentic conversations: what they are, how to spot them, and how they differentiate a business. You will learn what authentic conversations with your customers should look like and how to build and train a sales team that can have these conversations. We will cover all aspects of having authentic conversations with buyers during our discussion. 
You’ll also learn how to find out if your sales team is currently having authentic conversations, and how authentic conversations can lead to better discovery calls and more sales. If you’re looking to differentiate yourself from the competition, having authentic conversations is the way to do it. Listen in to learn more!
Quotes
“Every phase of the buyer and customer journey starts with your buyer why and then your customer why. Then look at how you can make them more successful. You will grow faster, you will have better buyer and customer relationships, you will like your work more, and you will learn every day” - Brent Keltner
“If you wanna capture your customer stories, don’t just go and show up with a bunch of random questions. Ask 6 or 8 questions around what you think is your value” - Brent Keltner
“Don’t start with your product. Start with your customer stories” - Brent Keltner
“Shift from thinking about your product and focus more on a story around how a customer used your product” - Brent Keltner
“Don’t focus on sales skills, focus on sales skills in the context of go-to-market skills because we should all be running authentic conversations at different depths” - Brent Keltner
Resources Mentioned:
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