customer pain points

In this episode of the Revenue Builders Podcast hosted by John McMahon and John Kaplan, our special guest, Anne Gary, the Managing Director at Force Management, is back again to discuss the intricacies of decision criteria while mastering the role of champions in sales success. Delving into the depths of sales strategy, they explore defining decision criteria, aligning it with customer needs, and differentiating products effectively. John McMahon, John Kaplan, and Anne Gary navigate through the risks of scope creep in Proof of Value (POV) or Proof of Concept (POC) stages, emphasizing the importance of formalizing criteria and engaging stakeholders. Discover the critical role of champions in aligning criteria with business outcomes, understanding customer pain points, shaping compelling points of view, and leveraging their influence to drive sales success. This insightful discussion equips sales teams with actionable strategies and anecdotes to secure customer engagement and ace the sales process.

Tune in to this conversation with John McMahon and John Kaplan on the Revenue Builders podcast.

HERE ARE SOME KEY SECTIONS TO CHECK OUT

[00:03:12] Decision criteria are specific requirements and quantifiable metrics used by customers to evaluate potential solutions.
[00:04:21] Aligning product differentiators with decision criteria enhances the chance of winning the validation event.
[00:06:38] Differentiation strategies include unique, valuable, and comparative differentiators, but vigilance is needed as these can become targets for competition.
[00:12:39] Scope creep in decision criteria introduces more risk, necessitating continuous monitoring and alignment with evolving customer needs.
[00:19:06] The process of defining decision criteria begins in the discovery stage, involves scoping and champion involvement, and should be finalized with the economic buyer's approval.
[00:22:28] Challenges arise when criteria change, warranting a deeper understanding of who influenced the change and why.
[00:23:09] Champions need to be prepared for objections in advance to increase the chances of success in complex sales cycles.
[00:26:06] Keeping champions prepared ensures successful meetings and sustains their support for the sales process.
[00:27:02] Understanding and quantifying pain points during discovery and scoping stages are vital for success.
[00:32:50] Summarizing and understanding customer problems helps in overcoming seller deficit disorder.
[00:33:27] Constructing a pain matrix aids in prioritizing and solving identified pain points promptly.
[00:37:41] Adapting to changing criteria by utilizing pain matrices enhances adaptability and customer understanding.
[00:39:36] Champions play a key role in influencing stakeholders and formalizing decision criteria.
[00:43:04] Champions' timely feedback is crucial for addressing challenges and managing stakeholder expectations.

ADDITIONAL RESOURCES

Learn more about Anne Gary: https://www.linkedin.com/in/anne-gary-a054aa96/

Download our Sales Transformation Guide for Leaders: https://forc.mx/3sdtEZJ

HIGHLIGHT QUOTES

[00:03:00] “I define the decision criteria as a specific set of requirements, standards, and real importantly, the quantifiable metrics that the customer uses to evaluate the potential solutions. And making a purchase decision with that definition, though, the importance of the decision criteria is winning in the proof of value lies in the ability of the salesperson to align to the customer's needs and expectations, you know, with their solution. So, with that, by helping to create the decision criteria with the customer, you know, salespeople can demonstrate the value and relevance of their product and increase the likelihood of a successful POV. And ultimately, you know, they're really going to close the deal for higher price points.”
[00:27:22] "You really need to show up with a compelling point of view, meaning you've done your homework. You understand the customer and their use cases, you know, knowing their use cases gives you the ability to discuss it with the customer in a confident way. I just can't imagine showing up to a call and not really understanding what they do, what they're about, and you almost understand the patterns of what they're looking for."
[00:46:30] "And so if you're listening and you're technically inclined, decision criteria is a great place for you to really help the sales team. What I used to, I love doing when I'd go on a forecast, I'd have the technical people on the forecast as well. I'd ask what the decision criteria is, and then I wouldn't ask the seller. I would ask the, the technical person, I would say, how do you feel about that? Number 1, is that the correct decision criteria? Number 2, can we win with that criteria?"

Stacy Sherman, a certified customer experience (CX) speaker, author, journalist, advisor, and the award-winning host of the DoingCXRight podcast. Stacy is recognized for her Heart & ScienceTM proven framework, renowned for its ability to generate profitable clients and foster brand loyalty through an empowered and valued workforce. With 25 years of experience as a strategist and practitioner at companies like Verizon, Liveops, Schindler Elevator Corp, Wilton Brands, and AT&T, Stacy has consistently practiced what she preaches. Furthermore, she holds leadership roles on multiple university boards and has been featured in prestigious publications such as Forbes and other top-rated outlets.

Stacy's driving purpose is to cultivate lasting relationships and create meaningful experiences that enrich people's lives.

SHOW SUMMARY

Stacy Sherman joins the Selling from the Heart Podcast to discuss the importance of customer experience in sales. She emphasizes that customer experience and customer service are not the same thing, and that customer experience encompasses the entire journey a customer goes through when interacting with a brand. Stacy introduces the heart and science framework, which blends the emotional and human aspects of business with data and metrics. She highlights the need for sales leaders to break down silos and create synergy between departments to deliver a consistent customer experience. Stacy also encourages salespeople to listen to customer feedback, both solicited and unsolicited, and bring that feedback back to the internal teams to drive improvements.

KEY TAKEAWAYS

• Customer experience is the entire journey a customer goes through when interacting with a brand, while customer service is a part of that journey.
• The heart and science framework blends the emotional and human aspects of business with data and metrics to create a sustainable customer experience.
• Sales leaders should break down silos and create synergy between departments to deliver a consistent customer experience.
• Salespeople should listen to customer feedback and bring it back to the internal teams to drive improvements.

QUOTES

• "Customer experience and customer service are not the same thing."
• "The whole journey matters. If the beginning is fantastic but the end is hard, customers will leave."
• "People buy from people they trust, people they like. It's the authenticity and connection that matter."

Learn more about Stacy Sherman: 
LinkedIn: https://www.linkedin.com/in/stacysherman/
Website: https://doingcxright.com/

Learn more about Darrell and Larry: 

Darrell's LinkedIn: https://www.linkedin.com/in/darrellamy/
Larry's LinkedIn: https://www.linkedin.com/in/larrylevine1992/
Website: https://www.sellingfromtheheart.net/

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In this episode of The Revenue Builders Podcast hosted by John McMahon and John Kaplan, Chris Reising, a five-time Chief Revenue Officer (CRO) with extensive experience in scaling sales at early-stage tech companies, shares invaluable insights into the challenges and strategies involved in scaling sales functions for startups. From finding product-market fit to hiring the right sales reps and understanding the importance of pain points, this conversation provides a comprehensive guide for entrepreneurs looking to grow their businesses.

KEY TAKEAWAYS

[00:01:17] In the early stages of a startup, you must wear multiple hats, including being a product manager and a sales professional. Understanding the ICP and gathering customer insights are crucial.
[00:02:31] The early days of a startup involve learning every day, attending sales meetings, understanding objections, and identifying the value your technology brings. Effective communication with the product team is key.
[00:04:05] Investor relations play a significant role. Early-stage investors look for different data points, and their feedback can be invaluable in understanding market signals.
[00:06:11] The importance of prioritizing technology components based on customer pain points and the potential to generate immediate revenue.
[00:07:44] Recognizing a recurring pattern in sales discussions where customers react positively to specific functionalities is a sign of repeatability and scalability.
[00:09:05] Founders who want to remain deeply involved in the sales process need guidance on when to step back. It's a common challenge in early-stage startups.
[00:12:42] Breaking down a grand vision into bite-sized chunks of value that address specific business problems is crucial for achieving repeatability and market success.
[00:13:30] Expanding the vision is essential but keeping the framework simple enough for the market and sales team to understand and execute is key to early-stage success.
[00:13:50] The importance of focusing sales efforts on the most productive areas and avoiding the mistake of spreading sales teams too thin.

HIGHLIGHT QUOTES

[00:06:56] "When you start to recognize a recurring pattern...you start to say, 'Now I have some sense of repeatability,' and that's really important."
[00:10:08] "There's a huge difference between a first and second-time founder...you need to help them understand that stepping away is an important part of growing the business."
[00:13:01] "Recognize you've got to break that big vision down into bite-sized chunks that can be digested by your go-to-market team and by the market, by customers."
[00:13:30] "Where are we going to place our salespeople? Where are they going to be the most productive? That's really a key point."

Listen to the full episode with Chris Reisig in this link:
https://revenue-builders.simplecast.com/episodes/building-a-scalable-culture-with-chris-reisig

Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4

Check out Force Management’s Ascender platform here: 
https://my.ascender.co/Ascender/

In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Dave Shanley, the founder and CEO of Content Camel, shares his insights on building a systematic approach to understanding and addressing customer pain points in B2B sales and marketing. He emphasizes the importance of going beyond surface-level marketing tactics and digging deep into the real frustrations of your target audience. Dave discusses strategies for engaging with diverse buying committees and even involving the CFO in the sales process. Discover how to equip your team to become effective "pain point sellers" and gain valuable insights into the current macroeconomic conditions affecting B2B sales.

KEY TAKEAWAYS

• Building a systematic approach to understanding customer pain points is essential for successful B2B sales and marketing.
• Avoid copying what others are doing and instead focus on resonating with the real problems and frustrations of your target audience.
• In complex buying scenarios with multiple decision-makers, start each conversation from scratch, ensuring all participants' concerns are addressed.
• Involve the CFO indirectly by understanding their priorities and anchoring your pitch in ways that align with their objectives.
• Utilize a systematic approach to consistently surface and address pain points, whether through warm leads, lead generation funnels, or online communities.

HIGHLIGHT QUOTES

• "You want to like think through this and really like really just think this up from like the, from the ground up." - Dave Shanley
• "What you read online is not always the truth." - Dave Shanley
• "You're turning them into sellers, but in a really systematic way." - Dave Shanley

You can find out more about Dave in the link below: 

• LinkedIn: https://www.linkedin.com/in/dshanley/

HOST: Gary Amaral
GUEST: Dave Shanley
Breadcrumbs Podcast

Keno Helmi is a five-time CRO with a wealth of experience in the technology industry. He has held leadership positions at companies such as PTC, HP, Digby, Duetto, Platform 9, and Pegasus. Currently, he serves as the CRO at Espressive.

Keno discusses the importance of proof of value (POV) in the sales process. He explains that a POV is not just about validating the technology, but also about validating the business case. By setting clear success criteria and involving the economic buyer (EB) in the process, sales reps can increase the predictability of the outcome and improve their forecasting. Keno emphasizes the need for a champion to take the rep to the EB and highlights the importance of thorough qualification before engaging in a POV. He also shares best practices for running a successful POV, including defining objectives, setting clear success metrics, and involving the sales rep throughout the process. Keno concludes by discussing the importance of debriefing with the champion and presenting a comprehensive report or presentation to the EB after the POV.

HERE ARE SOME KEY SECTIONS TO CHECK OUT

[00:00:00] POC vs. POV: POC validates technology; POV validates both tech and business value.
[00:05:19] Meeting the Economic Buyer is critical for authority and budget.
[00:11:50] Don't do POCs too early; understand the customer's use case.
[00:14:11] Champions expedite sales by taking you to the Economic Buyer.
[00:18:17] POC should lead to a natural close, not put the customer in the market.
[00:25:11] The go, no-go meeting with the Economic Buyer is decisive.
[00:38:33] Share a comprehensive RFP or scoring template to guide the evaluation.
[00:41:45] Leverage serendipitous visits from stakeholders to build additional champions.
[00:43:29] Proactively bring in potential champions who may not be aware of the POV.
[00:46:13] Actively engage during the POV, troubleshoot discreetly, and showcase successes.
[00:48:16] Create a comprehensive report or presentation (Champion's Deck) summarizing technical and financial results.

HIGHLIGHT QUOTES

[00:10:28] "You want to do a P.O.V. to increase the predictability of the outcome, improve your forecasting, and potentially grow the business value of the deal."
[00:13:25] "That person has earned the right to be called a champion and not a prospective champion. You do not have the right to call that person a champion until that person takes you to the economic buyer."
[00:15:11] "You want to ensure that your test plan is going to be the scoring mechanism by which all vendors are evaluated."

ADDITIONAL RESOURCES
Connect with Keno: https://www.linkedin.com/in/keno-helmi-74779329/
More on Espressive: https://www.espressive.com/ 
Engineer Your Strongest SKO Yet: https://forc.mx/46BipZB 

In this episode of Tech Sales Insights, Randy Seidl welcomes Brad Rinklin, EVP and CMO at Infoblox, to discuss the importance of understanding buyer personas and qualified opportunities in the sales process. He emphasizes the need to focus on the customer and their pain points, as well as the importance of aligning sales and marketing efforts. Brad also highlights the challenges of selling security solutions and the need for ongoing education and enablement for the sales team. He shares how Infoblox leverages data from tech target, Sixth Sense, HG Insights, and D&B to target prospects effectively. Brad also talks about the value of DecisionLink in creating data models and generating ROI proposals for customers.

KEY TAKEAWAYS

• Understanding the customer and their pain points is crucial in the sales process.
• Aligning sales and marketing efforts is essential for success.
• Selling security solutions requires ongoing education and enablement for the sales team.
• Leveraging data from tech target, Sixth Sense, HG Insights, and D&B helps target prospects effectively.
• DecisionLink helps create data models and generate ROI proposals for customer

QUOTES

• "You can't hit a target that you can't see." - Brad Rinklin
• "Focus on the customer and their pain points to drive success." - Brad Rinklin
• "Aligning sales and marketing efforts is crucial for effective go-to-market strategies." - Brad Rinklin

Find out more about Brad  in the link below:

• LinkedIn: https://www.linkedin.com/in/bradrinklin/

This episode of Tech Sales Insights is brought to you by: 

• Sales Community: https://www.salescommunity.com/
• Sandler: https://www.sandler.com/

Jenna Zeng is a serial entrepreneur that specializes in business optimization through automation. She is the co-founder of a SaaS company, StaffNet, that allows business owners to focus on the things they’re truly passionate about while keeping their business organized.

Jenna joins Josh Becerra to share how her experience in the industry brought her from pain points to developer meetings for successful startups. She strongly believes in coming from a place of service and a labor of love - her key to success is finding a problem people are experiencing and creating a solution. Plus:

• Wasting Marketing $: Using the strategy that makes the most sense for your business
• Introverted entrepreneurs - can they succeed?
• If you’re going to do something, do it for the right reasons - Mindset of Service

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