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Avoiding The Pitfall Of Toxic Empathy - Garin Hess - B2B EQ - Episode # 20
It’s important to be empathetic to your buyer’s problems, but can being too empathetic hold you back? To help shine some light on the problem, we’re joined by a buyer enablement expert who knows how to get to the core of what a buyer needs. Our guest this week is Author of the book “Selling Is Hard. Buying Is Harder” and Founder and CEO of Consensus, Garin Hess!
Tim and Garin team up to explore the process of being a leader for your buyers, the ‘recommendation, commitment, and facilitation’ framework, and how to champion your buyers to close deals.
Takeaways:
- Demos are powerful sales tools, but you don’t need to rely on a sales rep to provide them. If you have a video demo on your website, buyers can watch a demo on their own time, with the added benefit of putting them steps ahead when the actual call happens.
- Your end goal in sales is to move buyers from a place of status quo to something new. The best skill to move people along that path is leadership. Solid leadership is the ability to challenge people to do the difficult things they don’t want to do.
- Empathy is an important skill in the sales process, but you shouldn’t allow it to stagnate you by focusing on just what the buyer is feeling. In tandem with empathy, you need to help your buyers navigate the difficult tasks that will result in moving the deal forward.
- To help buyers navigate hurdles, sellers should follow the ‘recommendation, commitment, and facilitation’ framework. Start with a specific recommendation, get the buyer to commit, and then work with them to facilitate the action.
- When laying out your process for buyer enablement, start with mapping out the buying group. Identify the key decision makers, their roles, and why they get involved. From that start, move on to identify the materials they’ll want and the concerns they may have.
- A strong way to keep buyers engaged is through data informed education. Go beyond the demo and show them how the solution will help them, how it’s helped other similar companies, and what a concrete financial benefit is.
- At the end of the day, the only person who can close a deal is the buyer. To set your buyers up for success, you need to help them get other stakeholders involved, and get them engaged in the process.
Quote of the Show:
- “In sales, What you're trying to do ultimately is move somebody from a place of status quo to a place of complete and utter change.” - Garin Hess
Links:
- Twitter: https://twitter.com/garin_hess
- LinkedIn: https://www.linkedin.com/in/garin-hess-0017a0/
- Website: https://goconsensus.com/
- Book Link: https://a.co/d/aoeasjR
Ways to Tune In:
- Apple Podcast - https://podcasts.apple.com/us/podcast/b2b-eq/id1672326834
- Spotify - https://open.spotify.com/show/1T2zlqNsSYATzXFPH1DquY
- Google Podcast - https://podcasts.google.com/feed/aHR0cHM6Ly9mYXN0Lndpc3RpYS5jb20vY2hhbm5lbHMvajRuNnNjYmc2Ni9yc3M
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It’s important to be empathetic to your buyer’s problems, but can being too empathetic hold you back? To help shine some light on the problem, we’re joined by a buyer enablement expert who knows how to get to the core of what a buyer needs. Our guest this week is Author of the book “Selling Is Hard. Buying Is Harder” and Founder and CEO of Consensus, Garin Hess!
Tim and Garin team up to explore the process of being a leader for your buyers, the ‘recommendation, commitment, and facilitation’ framework, and how to champion your buyers to close deals.
Takeaways:
- Demos are powerful sales tools, but you don’t need to rely on a sales rep to provide them. If you have a video demo on your website, buyers can watch a demo on their own time, with the added benefit of putting them steps ahead when the actual call happens.
- Your end goal in sales is to move buyers from a place of status quo to something new. The best skill to move people along that path is leadership. Solid leadership is the ability to challenge people to do the difficult things they don’t want to do.
- Empathy is an important skill in the sales process, but you shouldn’t allow it to stagnate you by focusing on just what the buyer is feeling. In tandem with empathy, you need to help your buyers navigate the difficult tasks that will result in moving the deal forward.
- To help buyers navigate hurdles, sellers should follow the ‘recommendation, commitment, and facilitation’ framework. Start with a specific recommendation, get the buyer to commit, and then work with them to facilitate the action.
- When laying out your process for buyer enablement, start with mapping out the buying group. Identify the key decision makers, their roles, and why they get involved. From that start, move on to identify the materials they’ll want and the concerns they may have.
- A strong way to keep buyers engaged is through data informed education. Go beyond the demo and show them how the solution will help them, how it’s helped other similar companies, and what a concrete financial benefit is.
- At the end of the day, the only person who can close a deal is the buyer. To set your buyers up for success, you need to help them get other stakeholders involved, and get them engaged in the process.
Quote of the Show:
- “In sales, What you're trying to do ultimately is move somebody from a place of status quo to a place of complete and utter change.” - Garin Hess
Links:
- Twitter: https://twitter.com/garin_hess
- LinkedIn: https://www.linkedin.com/in/garin-hess-0017a0/
- Website: https://goconsensus.com/
- Book Link: https://a.co/d/aoeasjR
Ways to Tune In:
- Apple Podcast - https://podcasts.apple.com/us/podcast/b2b-eq/id1672326834
- Spotify - https://open.spotify.com/show/1T2zlqNsSYATzXFPH1DquY
- Google Podcast - https://podcasts.google.com/feed/aHR0cHM6Ly9mYXN0Lndpc3RpYS5jb20vY2hhbm5lbHMvajRuNnNjYmc2Ni9yc3M