Episode 68: Using Customer Feedback to Develop your Messaging Strategy

Authenticity is key when selling. As a seller, it’s your job to build trust and communicate effectively with your buyers. 

But what does it mean for someone to be perceived as authentic? Authenticity can be affected by the way we speak, the way we dress, and our sales presentations. 

In this episode, we explore the latest research on how buyers perceive sellers’ authenticity in virtual contexts, specifically when it comes to language. Tune in to find out how your language impacts your buyer's perception.

Sales enablement is a crucial function for any B2B organization, but on today’s show, we’re going to talk about something a little uncomfortable: The elephant in the room.  

The reality is, many people who work in sales enablement have never experienced front-line, quota-carrying selling!  

If you want to eliminate disconnect and align your enablement strategy to make more impact for your reps, you must first understand their world. We’ve heard the frustrations from sales enablement teams: “My reps don’t use the enablement I provide them!”. But we also hear the frustrations from sellers: “How can enablement tell me what to do when they’ve never even sold a deal?”. These are difficult waters to navigate.  

So today, we’re going to address this massive elephant that might be hanging out on your sales floor.  

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In B2B selling, your buyer’s mind will wander during your presentation. Ideally, they will not wander so far that they forget they’re attending your Zoom call. 

While mind-wandering can have a positive impact on leisure or creative activities, it has negative consequences in communication because it is linked to less comprehension and more reliance on automatic behaviors. This means that changing your buyer’s status quo is harder. 

On today’s show, we’re going to explore the latest research on what to do (and what not to do) when the person's brain, you’re trying to sell to, takes a break. 

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The use of artificial intelligence in sales is revolutionizing the way businesses approach customer engagement, lead generation, and sales forecasting. This revolution brings with it a lot of questions, and even worry from reps and leaders on what this means for the future. In an ever-changing sales landscape, it’s important to understand how AI can impact your sales motions. On today’s show, we’re going to explore how AI has transformed B2B selling so far. We’ll dive into how your sellers can leverage AI to increase win rates. And, we’ll look into the future to see how AI might continue to transform B2B selling.

In this global economy, conducting business across borders is inescapable, especially with the convenience of virtual platforms. 

But do people from different cultures process information differently? When presenting to a culturally diverse audience, do you need to simplify complexity, or include additional details? 

As sellers, we must understand how our buyers process our presentations and other assets we share with them during the buyer’s journey.

In today's dynamic business landscape, the focus on sales enablement for B2B organizations has become increasingly vital. Whether you're already equipped with a dedicated enablement team or considering enablement initiatives within your company, understanding the evolving nature of enablement, strategic best practices, and securing executive buy-in are crucial.

Here to unpack this with me today is special guest, Chris Kingman, the Global Head of Digital Sales Enablement at TransUnion. Together, we'll dive into the world of sales enablement, exploring its transformative journey, how to kickstart your own enablement function, and the pivotal role it plays in driving growth.

Before the pandemic, face-to-face sales meetings prevailed. But then everything changed. Suddenly, buyer and seller interactions only occurred in virtual settings. Sellers had to adjust their skills to ensure they were building trust, communicating effectively, and differentiating in this new digital environment.

As the world slowly opens up, many sellers are eager to get back to face-to-face selling, but getting everyone in the same room can be difficult. And while many buyers now expect (and prefer) a digital buying experience, we have to seriously consider the modality of our sales presentations and sales interactions.

What if we could peek under the human skull to understand how buyers want to be sold to today?

Go-to-market teams are made up of different functions, all working together – or at least they should be working together - to increase win rates and revenue. But, this is not always the case. In a time where you are fiercely competing for your buyer’s time, attention, and budget, you cannot afford to be disconnected within your go-to-market team. Today, we’re going to dissect the disconnect from the perspective of sales enablement to find out where these functions do and do not align, how you can identify misalignment, and how fix misalignment to create better experiences – both internally and for your buyers and customers.

In our research, we’ve found that over 70% of sellers don’t feel confident when selling against competitors. This is a scary number considering most B2B deals are competitive deals! Having a competitive sales enablement strategy is key to improving win rates and revenue. But where do you even start? How do you create a competitive sales enablement strategy that makes an impact?

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