The ValuePros Podcast ValuePros.io

Episode Overview
Sellers struggle with selling business value. They are taught to sell products, but not how to sell based on business value. In this episode, my former college roommate, business partner, and lifelong friend, Darrin Fleming, speaks about why we should be selling based on business value. Darrin is the founder and CEO of ROI-Selling.com and a business leader with experience in marketing and sales across different sizes of businesses, from small companies to huge multinational corporations. He helps his clients build their strategic marketing capability, and is a specialist in honing his clients' business value propositions and assisting sellers to sell based on business value.
 
Episode Timestamps
[1:55] How did you get involved in helping sellers with value selling?
Began as an economic evaluator for an engineering plant: Evaluated projects and investments Left manufacturing/engineering and moved into consulting: He is now helping marketers and sellers with their value-based conversations. He’s also helping sellers help buyers with deciding on whether the product is a good investment. Tom Siebel: He challenged his product leads to make sure they had a tangible ROI as part of their product value proposition.  
[4:07] Why is having a business value discussion a critical ingredient to the sales conversation?
Customers at some point need to do their own cost-justification when investing in an expensive product. It is essential to go beyond the product that you are selling, and it is necessary to talk about the problem that you are solving. It is even more critical to have a business case to garner buyer approval. Being able to quantify value and having a hard ROI– the business case can be the #1 catalyst. An ROI is a qualification tool that can help you focus your efforts on customers where you are going to deliver the most value.  
[8:14] What are the different inhibitors that get in the way of sellers having a business value conversation?
Darrin spoke about a joke he uses when training sales reps mentioning he tells them the goal of the training program is to turn them into “accountants,” and that includes removing their personality. Again, it’s just a joke. There’s a fear of working with quantifiable numbers. Thinking about the way a company works as not a financial discussion: How does a company make money? What are their drivers of financial success within their organization?  
[14:03] What are the practical steps for helping sellers gain the ability to carry a business value conversation?
A lot of sales discussion is modeled around solving a problem from the customers perspective Need to ask the questions:
How big is the problem? How much is it costing? What can we eliminate?
Is it a cost problem? Time problem? Quality problem?
To do this, you need to understand your customers business and how they make money. Approach with an income statement perspective.
 
[20:28] What should the audience do to learn more about value-based selling?
Darrin’s blog focuses on different aspects of value-based selling. Darrin’s Linkedin group helps to engage in conversation with topics on value-based selling.  
Additional Resources
To learn more about upping your game in selling based on business value, please visit Darrin's website and join him on Linkedin.
 
Darrin’s Website:
http://www.roi-selling.com/resources
 
Blog:
http://www.roi-selling.com/blog
 
Linkedin:
https://www.linkedin.com/in/darrinfleming/
https://www.linkedin.com/groups/1805780
 
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If you are finding this content valuable, visit us at thesalesconversationpodcast.com. I would appreciate it if you would subscribe, rate, and review this show on Apple Podcasts. Your feedback will be very much appreciated and will help me promote the show to others who will benefit.
 
Credits
Sound editing and show notes produced by – ChirpSo

Episode Overview
There has been a primary theme in storytelling over the past few years in sales. Stories are the #1 way to connect with a buyer and help them see their situation in a new way. In this episode we will push into how to tell better stories with Theresa Francomacaro– a chief storyteller for a construction company and a facilitator/learning professional who consults for individuals and businesses. We will talk about understanding story structure, as well as the neurological aspects of how stories impact prospects. The way you tell your story will fundamentally shift the emotion and mood of your audience.
 
Episode Timestamps
[2:15] Background on Theresa and her focus on storytelling
Teresa started back with storytelling in sales, where she helped people tell their brand story and their marketing story. She discovered the best way to stand out and differentiate yourself from others is through authentic storytelling.  
[3:16] Why should sellers focus on storytelling?
It gives the opportunity to create a long-term relationship with your audience by focusing on their interests and the human connection that you are making with them. Stories are what connects us: Five primary neurological responses that are inherent in any great story. A lot of people do not know how to be an authentic storyteller.
 
[5:07] How do you structure your story?
ICCC (pronounced “ice”). I – inciting incidents. Every story needs to know what happened, where were you, and what were you doing. C – conflict. What is going on? What changed? C – climax of the story. C – closure. Story spine: It doesn’t matter where you start your story. Story structure can vary. It depends on your audience.
 
[10:01] What is the relevance of storytelling in the digital world?
Sift through the information that is being communicated through digital means. Show how you’ve helped and enriched peoples lives with your product. Put out the stories that will land in the realm of the interests of your audience.  
[11:03] How do you avoid death by story?
To tell an authentic story, you need to make it personal and you need to keep it relevant. An authentic story should be no more than 2 minutes long.  
[12:50] What are the five primary neurological responses that tap into the emotions of your target audience?
Any great story will include at least one of these responses:  
[19:12] How do you know which neurological responses to use when telling your story?
Tap into your prospects and do your research on your target audience: What do your prospects need to feel?
 
[22:26] Who needs to get involved in storytelling?
Finding out who are the right people that you should be telling your stories to.  
[25:30] What do people need to learn to up their game in storytelling?
Make it Stick, a book by Peter C. Brown. Practice your storytelling!  
Additional Resources
 
Linkedin:
https://www.linkedin.com/in/theresafrancomacaro/
 
Video Links:
The Power of Storytelling to Change the World: Dave Leiber
The Storytelling Animal: Jonathan Gottschall
How to Speak So People Want to Listen: Julian Treasure
Simon Sinek: First Why and Then Trust
The 7 Secrets of the greatest speakers in history: Richard Greene
Danajaja Hettiarachchi World Champion of Public Speaking 2014
6 Public Speaking Tips To Hook Any Audience: by Charisma on Command recapping Mohammed Qahtani’s speech “The Power of Words”
The Magical Science of Storytelling
 
For More Great Content
If you are finding this content valuable, I would appreciate it if you would subscribe, rate, and review this show at Apple Podcasts. Your feedback is much appreciated and will help me promote the show to others who will benefit.
 
Credits
Sound editing and show notes produced by – ChirpSound
 
 

Episode Overview
In this episode, you'll hear us talk about how to connect with potential buyers online, how to build trust over time by contributing content and closing new business with the buyers you've been building relationships with. I met our guest, A Lee Judge, on LinkedIn, where I sent a connection request knowing he'd be someone I would want to follow. He has a beautiful podcast - the Business of Content Podcast with his co-host Dontaye Carter. I love Lee's quote, “it's better to ask a favor from a friend versus a sale from a stranger."
 
[1:35] How did you get into the game of business content?
Originally came from media production: Started out in music and video production Degree in Multimedia Production & Broadcasting Traveled the world as a performing DJ Required personal branding to get gigs and gain attention Had a job in marketing  
[4:20] Can you explain your quote, “It’s better to ask a favor from a friend instead of a sale from a stranger”? How do you make connections with buyers?
Once you begin to make a connection with someone, it’s harder for them to not respond to you. Networking connections and establishing relationships through LinkedIn Tchotchkes story There is always a human element, no matter the type of content you create

[12:50] What is the importance of mixing it up when networking on social media?
If you share someone else’s content, you also have to give an opinion. Connect with people that are relevant and are of value to you: Value their opinion and input. Mix it up with your own content as well as your own opinions. Contribute and engage in your other connections posts.  
[18:55] What is your advisement for people who want to share their media?
Take your talents and point them towards media that produces the best type of content that works for you. Try out different things to find your talents: If you think you can, then try it. People focus on the value: Shows through your delivery through the media content that you produce.  
[24:11] How do you respond to negative criticism(the haters)?
You’re nobody until somebody hates you. There will always be haters. Turn your haters into your motivators.  
[26:55] Advice and resources?
Company motto– “Be Content.” Pay attention to yourself Capture brilliance Produce and create good content
Additional Resources
You can connect with A. Lee Judge here:
A. Lee Judge (LinkedIn) ContentMonsta (Lee's Site) The Business of Content Podcast  
For More Great Content
If you are finding this content valuable, visit us at thesalesconversationpodcast.com. I would appreciate it if you would subscribe, rate, and review this show on Apple Podcasts. Your feedback will be very much appreciated and will help me promote the show to others who will benefit.
 
Credits
Sound editing and show notes produced by – ChirpSound
 
 

Episode Overview
Our guest, Stu Heinecke, is a master of getting a meeting with anyone. Stu is a Wall Street Journal Cartoonist, a hall of fame nominated marketer, and author of the book, How to Get a Meeting with Anyone. I know it can be frustrating trying to get meetings with key decision makers and buyers. Stu will share with us ways to focus on the right areas to up our percentage on the people we reach out to and people who respond. This episode will cover how Stu got into this area of focus, his notions on how to think about customer targeting, how to get prepared to talk to those you want to target, and ideas for how to reach out and get a high response rate.
 
Episode Timestamps
[1:40] Background on Stu and his focus on storytelling
Was interested in creating direct mail campaigns, which led to his first two assignments, creating test campaigns for Rolling Stone and Bon Appetit. The success with both of his campaigns led to him creating his own “Contact Campaign” that consisted of a customized cartoon print and a letter that he would send out to each of his chosen recipients. Received 100% response rate with his campaign!  
[4:50] Strategies on how to reach your target audience as a seller
You want to reach the CEO of the problem that you want to solve, as well as their supporters and influencers. There are ways to identify the people that connect and work around the person that you want to target. Think about a “digital surround” strategy LinkedIn, Sales Navigator, and Seamless.ai are priceless resources as networking tools.  
[8:31] What does it mean to be a VIP? And how can someone be credible and known as a VIP?
99% is mindset and the confidence in knowing that you are good at what you do and that you “belong here” talking to the person that you are talking to. Using unsolicited proposals to make connections. Being worthy of the executives time. Do your homework before meeting them. Bring something to the table that is of great value. Publish content: Become a thought leader. Reach out and network with other CEO’s that know each other. Excellence has to be the theme in whatever you produce.  
[12:34] How can a seller stand apart from others?
Be brief and get right to your point quickly. If you are connecting on LinkedIn, then make an effort to take the conversation off of LinkedIn to create a human connection rather than strictly sticking to the internet. Research your targets: Know what they do and what their business is. Be persistent: Using digital marketing and retargeting. Use alternative media - Mail and FedEx.  
[16:35] Advice on non-digital ways to reach out to your target
Stu makes customized cartoons on what he calls a “big board”, that he sends to his recipients. On one side of the board there’s a customized cartoon and on the other side, there’s a message from Stu to the recipient. Using visual metaphors. You don’t need to spend a lot of money to break through to someone.  
[21:50] Resources for people wanting to start their own contact sales campaigns
Buy the book How to Get a Meeting with Anyone by Stu. Listen to Stu’s podcast, How to Get a Meeting with Anyone. Connect with Stu on LinkedIn.

Additional Resources
How to Get a Meeting with Anyone book:
https://www.youtube.com/watch?v=NxZXK2xRCNs
https://www.amazon.com/How-Get-Meeting-Anyone-Marketing/dp/1501260928
 
Stu’s Website:
http://www.stuheinecke.com/
Please visit Stu’s website and join him on Linkedin:
https://www.linkedin.com/in/stuheinecke/
 
For More Great Content
I would appreciate it if you would subscribe, rate, and review this show at Apple Podcasts. Your feedback is greatly appreciated and will help me promote the show to others who will benefit.
 
Credits
Sound editing and show notes produced by – ChirpSound
 
 

Episode Overview
This episode features Chris Ortolano, a sales workflow consultant based in Portland, Oregon. He provides an outside perspective to help organizations address their weaker elements to accelerate their revenue cycle. He is a leader of his firm, Outbound Edge, and will speak about the power of video in sales outreach and how to drive buyer engagement.
 
Episode Timestamps
 
[1:30] How Chris became focused on helping sellers use video to connect with potential buyers
Manages an online community of sales and marketing professionals called salesstack.io: Met people who work at Vidyard who introduced him to a software tool called GoVideo. Focuses on producing crisp, compelling, and clear messages to engage with buyers.  
[2:26] Why should sellers be using video as an outreach tool?
The way that we engage with buyers is changing: We now have the ability to tell a story through a visual medium. Creates a more compelling and lasting message.
[3:25] What are the barriers that get in the way of individual sellers taking advantage of the medium of video?
Time: You need to practice. Set aside 30 minutes to learn and practice your script for clear delivery in the message that you are communicating with your viewers. Psychological confidence: 2 kinds of videos in sales: Video conferencing. Selfie. Voiceovers. Chris uses a voiceover narrative approach: His videos are not about him, making the focus on helping his prospect solve their problem.  
Finding your voice: Takes practice. Think like your buyer: The decisions that they make, how they measure their decisions, and what their goals are. Layer your message into their experience. Provides a more relevant and engaging way to suggest that you want to meet with them and pursue a more in-depth conversation. Take advantage of the visual guide on salesstack.io where you can walk through 7 steps so that you can practice before you record and send your video.  
[6:21] Success stories of Chris and using video
Uses video selling with social selling: Connects with peers on Linkedin. Makes videos for the CEOs of the connections that he makes on Linkedin. Video can increase the acceleration with which you can set meetings.  
[7:23] How can sellers prepare to do video outreach? What should their content structure look like?
Uses 3 step approach to an account plan: Set the meeting. Move the needle. Get everyone on the bus. [12:17] How to leverage video for outreach
Manage your time. Do your research. Use phrase when reaching out “I noticed that…” Always add value with your video that exposes something about the market that your prospect might not understand.  
[14:35] After you send the prospecting video, if the recipient does not respond, do you send another video?
Resend that same video.  
[15:26] Technology blockers that might prevent prospects from viewing your video?
Use a video solution that allows you to embed that video as a thumbnail into the body of an email. Vidyard GoVideo  
[16:50] How to personalize your video for different prospects
Called a “Selfie”: Personalized for each prospect. Take a multi-tab screencast approach. If you put time and energy into thinking about your buyer you’ll get a better deal, as well as learn to be a better sales consultant as well.  
[17:48] Multitab screencast approach
Reference your buyer: Start with their account. Reflect on what you see in their business model. Suggest a problem that they have that you can solve. Switch between their account/your account: Move from the current state to their future state.
[18:30] Resources
Sales assets online: Stories in Focus Library Interview video blog 3 guides at SalesStack.io: For people getting started. Learn how to do the selling model. Do it on a consistent basis. Turn around and teach someone how to do it. When you teach something, you are raising your l

 
Episode Overview
In this episode, we talk with Ed Bilat about how we can up our sales conversations by telling stories– what some refer to as "Story Selling". We are all humans at the end of the day, meaning that we live our lives through stories– stories we tell others, stories others tell us, and the stories we tell ourselves. The exciting thing about stories is they play a profound influence on our ability to persuade others.
Ed is the leader of storytellingsales.com with the aim of helping sales teams and business owners grow their business, and essentially make sales more human and more fun through the power of storytelling. His business works with small businesses all the way up to large multinational enterprises.
 
Episode Timestamps
[1:34] How did you become focused on storytelling?
Car died in a Tim Horton parking lot: Had to wait for mechanic outside. Had to make cold calls from outside the restaurant so that clients would not hear the background noise - as the weather was below zero, these were literally “cold calls!” A telecommunications company that Ed was trying to reach by phone asked to hear about his personal story even though they were not originally interested in his product. After meeting in person, that connection led to many other connections that became Ed’s clients. People want to hear your story. Stories are human. It’s the path to real-connection.  
[6:34] Why is story selling so important?
What is our greatest enemy? Attention span Our human attention span is short. As long as a story is engaging, people will continue to listen. Triggers the release of oxytocin Does your story help your prospect think about their process? Did it help them to view their problem in a new light? Will they share with their peers?  
[10:27] What types of stories do we want to be telling?
You don’t need to create– you need to document the events in your life and tell those stories. All of us have personal stories. Best type of story is your customer story. What happened with your client? What happened with your customer? How were you able to help them?  
[14:58] What is your “STAR” framework/model when constructing your story?
Structure is better than coming up with a story on the fly. STAR model: Situation Trouble Action Result  
[18:23] Practical tips for how to start storytelling?
Ideal length of story should be about 5-10 minutes. Remember stories for quick retrieval: Different keywords Your story needs to be vivid and captivating. Be ready for sales objections: Build your stories around them. Make yourself a bank/library full of stories that you can pull from when you find it useful. Feel, felt, found.  
Additional Resources 
storytellingsales.com Ed’s LinkedIn info Storytelling Sales Playbook  
For More Great Content
If you are finding this content valuable, visit us at salesconversation.com. I would appreciate it if you would subscribe, rate, and review this show. Here’s a cool very short video that shows you how to do this. Your feedback is greatly appreciated and will help me promote the show to others who will benefit.
 
Credits
Sound editing and show notes produced by – ChirpSound