The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 3 years ago

Friday Fundamentals EP 1: The Will to Sell

ABOUT THIS EPISODE

We are launching a brand new series: Friday Fundamentals! For the next few Fridays, we're sharing tips, case studies and real life stories from the field. 

What makes a great salesperson? Today, we're sharing how desire, commitment, outlook and responsibility play a key role in success and drive reasonable sales goals. Are you committed? Your goals are well within reach. 

 

Hey everybody, it's the salesacker podcastand I'm your host, Sam Jacobs. I'm the chief revenue officer at amachine learning and big data platform called behave ox, and I'm also the founderof the revenue collective. Today we're excited to launch a brand new format thatwe're calling Friday fundamentals. Now, for the next few Fridays, we're goingto share brief segments. These are typically just five to ten minutes in length, focusing on specific tactics, case studies and insights that were collecting that mayeither help you in your day to day or maybe they're just interesting. Ofcourse, they're generally going to be about sales. On occasion will also havesome guests and maybe we'll even try and recruit a permanent cohost at some point, which I'm actively trying to do now. Many of these insights will be pluckedfrom active and ongoing conversations that are happening within the revenue collective itself.And, if you don't know, the revenue collective is a networking association andAdvocacy Group of VP level and above,...

...commercial executives a sales and marketing athigh growth companies all over the world. We're now in Boston, DENVER,Amsterdam, Toronto, London and, of course, New York. So theseconversations are about all of the topics that sales people are struggling with every day. Some of them are highly numerical and quantitative. They can be about forecasting. Some of them are about specific strategies for how to leave the right coldcalled voicemail or how to negotiate effectively or how to manage your career paths.So all of the different topics and and issues that all of us struggled dayto day, whether you're an entry level str somewhere out there in the world, or whether you're a chief revenue officer or even chief executive officer trying tobuild a sales team and plan out your go to market. So, beforewe get started, this episode, as always, of Friday fundamentals in thesales hacker podcast, is brought to you by outreach. Outreach triples the productivityof sales teams and empowers them to drive predictable and measurable revenue growth by prioritizingthe right activities and scaling customer engagement. With intelligent automation. Outreach makes customerfacing teams more effective and improves visibility into...

...what really drives results. Hop overto outreach, dioh forward sales hacker to see how thousands of customers, includingcloud air, glass door, Pandora and Zillo, rely on outreach to deliverhigher revenue per sales wrap. so that's outreached, io forward slash sales hacker. Today, on Friday fundamentals, we're going to discuss the qualities that makea great salesperson, and this is a topic that I come across often now. When I was first getting started as a sales leader, I came acrossthis book baseline selling. Dave Curlin wrote it and his colleague Chris Mott,they both administer this group, objective management group, and these guys have thisconcept that I've embraced over the last ten to fifteen years, and by theway, they're not paying me to say this, and it's called the willto sell. So the will to sell is sort of like the core elementsof sales DNA that enable somebody to be effective as a salesperson, and there'sfour of them. Those four qualities are...

...desire, commitment, outlook and responsibility. Now there's one that's the most important in that's commitment. So first we'lltalk about the other three. Desire. That's what you want for yourself.You may want to be very, very successful. It's sort of how highyou set the bar for yourself. Now we want sales people to set highbars from themselves. They have to be high, but they have to beattainable. So if you're a mid market account executive and your base pay is, you know, sixty, sixty five thousand dollars a year, then sayingyou want to make two million dollars next year is a very high bar,but it's also probably not possible. And so we want to set high goalsfor ourselves, but not too high. On the other hand, if yousay you want to make eighty five grand next year, that's probably a littletoo conservative given the dynamics of your job. So desires one of them. Outlookyou have to be positive. Obviously we're in sales. We hear nomost of the time. If you hear no seven times out of ten,you're a rock star because that means you have a thirty percent one rate.And if you hear no nine times out of ten, you're probably fired becausethat means you have a ten percent.

When rate and that's probably not goodenough for your organization. So somewhere between seven and nine times out of tenyou're hearing no, and that means that you have to be a pretty positiveand optimistic person, because otherwise it's going to it's going to get you down, and so outlook is important. Responsibility is the third topic or category,and responsibility just means you can't make excuses because you have to take ownership andand responsibility for the outcomes. If you are somebody that constantly deflects and constantlyblames the product or blames other people or brams marketing for not giving you theright leads, you're going to be very, very difficult to take seriously and bebelievable because you are always blaming somebody else for the issue. So wewant people that take responsibility and ownership for the outcomes that they drive. Butwhat I want to talk to you today about is this concept of commitment.Commitment is defined as a willingness to do whatever it takes to succeed within ethicalboundaries. We always put within ethical boundaries in there because we don't want youto lie, cheater steel, we don't...

...want you to kill anybody and wedon't want you to cheat, but what we do want you to do isset a goal in your mind and be so absolutely committed to accomplishing that goalthat you will do whatever it takes. Now, most people here commitment.They think it means work ethic. They think it means coming in early andstaying late. Now it does mean that to a certain extent. You certainlyhave to work hard, but it also means a lot of non obvious thingsthat you wouldn't necessarily think about if you would just heard that word. Onits face, commitment is willingness to do whatever it takes. Here some thingsthat are not completely obvious that demonstrate commitment. So, first of all, oneof them is cold calling. Right, who wants to make cold calls?It's not something that is a lot of fun for most people. Nowthere are some strange people out there that really, really love it and theylove the thrill in the game, but most people it's not something that theylove doing. But you do it because you are committed to winning and that'swhat it takes. You understand the math of your wind probabilities and you understandthat if you don't make enough cold calls, you're not going to get to theoutcomes that you want. Here's another...

...example of commitment. Asking very strangeand direct questions. So most people at a cocktail party or in social settings, they don't talk about money. It's not particularly fashionable or polite to talkabout money very directly, but for salespeople it's very, very important. Andso it's the concept of asking direct questions to people, sometimes making them uncomfortable, but it's because you're not seeking their approval, you are seeking the answersto the questions and you are structuring the conversation a very specific way. Soasking strange questions, asking questions like it sounds to me like you're not reallycommitted to solving this problem. Why is that? Or you say that it'sexpensive, but actually I don't think so. What makes you think it's expensive?So asking direct, strange question questions is part of what makes sales peoplegreat. It's not a natural thing to do for most people, but itdemonstrates commitment. Another example is coachability. So this is something that's particularly difficultfor most of us. Receiving feedback sucks, right, who wants to be toldthat they're not great at something?...

Now, I understand that there's awhole culture and a whole religion really about within companies, about how wonderful feedbackis. But the fact of the matter is that most of us don't lovereceiving feedback and being told how we need to improve and how we didn't dothe good job that we thought. But if you want to be really,really great and if you want to win no matter what, then you're goingto accept feedback, and not only are you going to accept it, you'regoing to seek it out and actually change right. So how many people dowe know? They get feedback, nothing changes. The people that are trulycommitted to winning, those people can modify their behavior based on feedback. Thisis not a natural thing to do. The natural thing to do is toget defensive, to blame other people and to get pissed off. The thingthat you will do if you are extremely committed to winning, you will acceptthat feedback and you will actually modify your behavior. So coachability is something elsethat demonstrates commitment. And here's a final one. We talk a lot aboutsales books. Most sales books, most business books, in my opinion,are not very good. Most of them are extended essays that are packaged intobooks to make more money, and of...

...course I will try and write oneof those at some point myself. But the point is I read a lotof them and you hear the people on the salesacer podcast talk about how manybooks they read. If it were up to me, I would read militaryhistory and fiction almost exclusively. But I read business books and I read salesbooks, not because I love doing it, but because I need to be goodat what I do and I am committed to being good at what Ido. So I do a lot of things that make me uncomfortable, andthat is the most important criteria for success when it comes to sales. Thisconcept of commitment, this concept that you are going to set a goal and, no matter what, you are not going to make excuses, you aregoing to hit that goal, and there's lots of people that I've come acrossthat have demonstrated that quality. But if you're out there listening and you wantto seek out some people that I think really, really strongly demonstrate commitment,based on my experience, one of them is Peter Kovacs, who's a vicepresident of enterprise sales at Alpha sense right now, just somebody, and hecan tell you his story about how he...

...helped this rap at them use closeEbay on the very last day of the quarter and that contract came in atnine pm and we had gotten word that morning that it wasn't going to close. But he had strong commitment. Another person is this Guy John Chouff,who actually runs a company out in Oregon these days. We called him theprofessor when we were at axeal because he just had so many interesting insights aboutsales. I learned so much from John and he just when he said agoal, he was committed to winning it. And again, it wasn't just abouthours. It was about forcing yourself to do things that you would notnaturally do. Sometimes that's reading a book, sometimes that's asking strange questions. Sometimesthat's sitting in silence for five minutes with the phone on mute because youare waiting for that other person to respond, because you know that if you talkinto that silence you're negotiating with yourself. So commitment is just critically important.Now, recapping what we just talked about, the will to sell iscomprised of four key qualities desire, commitment, outlook and responsibility. The most importantof those is commitment. Now this...

...has been Friday fundamentals. We arejust at about ten minutes and I hope this was a short, sweet tidbitthat you can use in your day to day life. Shoot me feedback onLinkedin if you want to get in touch with me. It's Sam F Jacobsat twitter. That's my twitter handle, and then if it's Linkedin, it'slinkedincom in slash Sam f Jacobs. I think linkedin's the best place to messageme for professional conversations. So shoot me a message if you like this orif you like the format. We're trying to keep it short, sweet andinteresting and without further ado. I hope you have a great Friday. Thankyou.

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