The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 3 years ago

Friday Fundamentals EP 5: What's The Goal of The Demo?


What is the goal of the demo? It's probably not what you think it is. On today's episode of Friday Fundamentals, we chat with Munya Hoto on how you can introduce a new point of view to your prospect and allow your prospect to want to change (and give you a sale). 

Hey everybody, it's Sam Jacobs. This is the sales hacker podcast and it is Friday fundamentals, as you probably know, hopefully at this point. Friday fundamentals. It's a brief segment, typically just five to ten minutes in length, and we're going to focus on specific tactics, case studies and insights. Hopefully, maybe you're walking to work right now and we're going to give you something right now that you can use in your day. These insights are going to be plucked from active conversations this week on the on the full length sales hacker podcast that came out on Tuesday, we had Munya Hote, who is a digital marketer at foundry, and he talked about a lot of frameworks for for sort of causing and instigating a prospect to move off of the status quo and move towards your solution. Now, before we ask Munya a little bit more about that, because we're going to talk about what is the goal of the Demo and what is the goal of the presentation and why it's probably not just to finish the presentation before we tell you that. We're going to thank our sponsor, outreach. Outreach triples the productivity of sales teams and empowers them... drive predictable and measurable revenue growth by prioritizing the right activities and scaling customer engagement with intelligent automation. Outreach makes customer facing teams more effective and improves his ability into what really drives results. Hop over to outreach. That io forward sales hacker to see how thousands of customers, including cloud, there a glass door, Pandora and Zillo, rely on outreach to deliver higher revenue per sales wrap. Mounia, thanks for being on Friday fundamentals. How are you good? Thank you, Sam. How are you? I'm good. Welcome back. It's been a few days since we last spoke. What we want to talk about right now is, you mentioned to me, what is the goal of the presentation? What is the goal of sort of a substantive conversation? So tell us what is that goal and why is it not what most people think it is? Say that. So I'm really passionate about this idea because a lot of salespeople their goal is simply to finish their presentation or to get to the end of their powerpoint, and what's actually happening during that whole process... that the prospect is also wanting you to get to the end because they have seen this information before. These are commoditized statistics most of the time, but they've seen either on Linkedin or in another sales presentation by a competing vendor. So I want to move, or help sales people to move away from just getting to the end of their presentation to actually ensuring that when they hang up, when they walk away from that conversation, the prospect has made a fundamental decision to change. They may not choose you as a solution provider, but you sufficiently loosing the setus quo and created urgency and uniqueness. That means that for that prospect, the cost of staying the same is great the cost of change. And the way that you do that is through tell us. You know, you use this phrase size and speed walkers through what that specifically means. What that means is that you need to articulate to the customer that the size and the speed at which the issues that you resolve for through your particular solution are coming at them very simply, your customer or your prospect believe...

...something about you as a salesperson that actually you might not even believe about yourself, which is that you see more people that look like them than they do. And that's your one opportunity for you to introduce a distinct or provocative point of view because, again, you've got a macro level view on their micro situation as one of the players in a particular industry. So what I would advise sales leaders, sales people and demand and focus marketing leader to do is to accurately price the size and the speed at which problems are coming at their prospect it could be how much they're wasting the actual dollars and sense in time and resource and budget, how slowly they're getting to market, how much overhead they're taking on as result of an incumbent process, and put that in front of the customer and say I have a right to say this to you because I see more people that look like you than you do and this is not the first time that I've seen this problem and I can begin to help you to take your first steps towards a resolution. What that actually does in the...

...mind of the prospect it's that it exposes a flaw in the way that they currently think about their world and their business and it causes them to become uncomfortable enough to at least one to make a decision to change. That, I believe, should be the goal of all early stage, early level introductory conversations at our sales people are having, because unless somebody has made the decision to change, there's no point talking to them about how you differentiate from competitive x, Y or Z, because actually this still wedded to their preferences and their status quo and they haven't even begun to make the jump a try and think about doing something different. It's a great insight. The last thing on today's Friday fundamentals. You have this concept of related directly to what you just said, which is getting to the end of the presentation. You have this concept of the I guess, the powerpoint Hammock or the narrative, theremic. So walk us through what that is, and then those. You said that there's two magic worse that cost people to actually pay attention, and so we have to think about that when we're structuring our presentation. So give us a quick overvi there. Yeah, so most kind of discoveries are done via powerpoint and...

...increasingly now it's done remotely, and the way that a power point is typically structured is that there's like a hot open and agenda setting process and then you go through your presentation and then you get to the end of it and then you stay to those two words in conclusion and then you kind of end the presentation. A study was done to actually study what's going on in the brains of prospects as sales people along taking them through those discoveries, and it was discovered that there is more brain activity when prospects are asleep than when they are actually viewing those discovery presentations. So you Sam more worried that your presentation is putting prospects to sleep. Actually it's doing a lot worse. So the way that amiliar rate for that and to kind of fix that is to introduce a story arc into the conversation that peaks interest all the way through, because prospects immediately switch off if you regurgitate commoditize statistics to them. You know seventy percent of this, fifty two percent of that, five point four buyas. We've heard all those statistics before. As long as you keep regigitating commoditized statistics,...

...process are going to switch off and in fact their brain has less activity than when it's a sleep when they're sitting through those presentations. The Way to fix that again visionary insights. Introduce some controversy into those presentations, Pique the interest every now and again, say something that they would naturally agree with so that they get back in the room and they begin to want to challenge that. And then you rationalize that by saying, actually, it's controversial, but I see more people that look like you than you do, and I know this to be a fact. So I think this one is an emergency actually, as it pertains to sales conversations. Wonderful, Monia. Thanks so much for joining us on Friday fundamentals. I hope everybody has a great weekend and Monia will talk to you soon. Thank you very much. Then,.

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