Jonathan Pack is the Director of Strategic Partnerships and founder of the Partner Channel at Yext. Following his first job out of college selling knives door-to-door, Jon spent the next decade doing comedy at the Upright Citizens Brigade in New York while working on Comedy Central’s web development, video production, and comedy writing. In a moment of career malaise and creative fatigue, he decided to return to sales and joined Yext, which at the time was a tiny start-up where he sold over the phone to small businesses. Jon has spent the last 10 years at Yext, where he also founded the Partner Channel, Yext’s agency reseller program that helps agencies increase their clients’ visibility in online listings and searches. Since the launch of the Partner Channel, Yext has gone public and grown to thousands of employees globally.

 

Jon joins me today to share the principles and advice that advisors can implement in their own sales process. He defines what a “mutual plan” is and shares a powerful tool to effectively manage a sales conversation, from pitch to closing. He underscores the role that digital presence plays in an advisor’s business success, describes what Yext is, and how this platform can help advisors and other businesses increase their visibility online. He also discusses his process for prospecting and qualifying clients — and highlights the importance of bringing authenticity into sales conversations.

 

“Be authentic. Staying in harmony with yourself and ensuring that you’re putting out your true self is important in having great sales relationships.” - Jonathan Pack

 

This week on The Model FA Podcast:

 

• Jon’s background and how his career in comedy informs his sales process
• The role of authenticity in sales conversations and processes
• The window of prospecting and how Jon uses the LinkedIn Sales Navigator to identify good prospects
• The impact of customization and adding a personal touch to cold emails and prospecting
• The great mystery of overqualified and underqualified prospects
• How to make a great follow-up to sales pitches
• Dissecting the incredible intentionality in Jon’s follow-up email
• What a “mutual plan” is and why it’s an effective way to manage a sales conversation from pitch to closing
• The importance of digital presence and searchability for advisors
• Why businesses need to update their information on directories occasionally
• The reason businesses need to add rich content (like photos) on online listings and directories

 

Resources Mentioned:

 

• Book: Watership Down by Richard Adams
• Book: The 5 Second Rule: Transform Your Life, Work, and Confidence with Everyday Courage by Mel Robbins

 

Our Favorite Quotes:

 

• “Don’t sell by being “salesy” but by simply advancing relationships and making relational deposits along the way.” - David DeCelle
• “The demonstration of your due diligence is as important as your value proposition.” - Jonathan Pack
• “If you’re not listed in online directories, clients whom you’re meant to serve won’t find you.” - David DeCelle

 

Connect with Jonathan Pack:

 

• Yext
• Email: [email protected]
• Yext on LinkedIn
• Yext on Instagram
• Yext on Facebook
• Yext on Twitter
• Yext on YouTube
• Jonathan Pack on LinkedIn
• Jonathan Pack on Instagram

 

 

About the Model FA Podcast

 

The Model FA podcast is a show for fiduciary financial advisors. In each episode, our host David DeCelle sits down with industry experts, strategic thinkers, and advisors to explore what it takes  to build a successful practice — and have an abundant life in the process. We believe in continuous learning, tactical advice, and strategies that work — no “gotchas” or BS. Join us to hear stories from successful financial advisors, get actionable ideas from experts, and re-discover your drive to build the practice of your dreams. 

 

Did you like this conversation? Then leave us a rating and a review in whatever podcast player you use. We would love your feedback, and your ratings help us reach more advisors with ideas for growing their practices, attracting great clients, and achieving a better quality of life. While you are there, feel free to share your ideas about future podcast guests or topics you’d love to see covered. 

 

Our Team:

President of Model FA, David DeCelle

 

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