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 probablyknow, 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 specifictactics, case studies and insights. Hopefully, maybe you're walking to workright now and we're going to give you something right now that you can usein your day. These insights are going to be plucked from active conversations thisweek 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, andhe talked about a lot of frameworks for for sort of causing and instigating aprospect 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 goingto talk about what is the goal of the Demo and what is the goalof the presentation and why it's probably not just to finish the presentation before wetell you that. We're going to thank our sponsor, outreach. Outreach triplesthe productivity of sales teams and empowers them... drive predictable and measurable revenue growthby prioritizing the right activities and scaling customer engagement with intelligent automation. Outreach makescustomer 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 ofcustomers, including cloud, there a glass door, Pandora and Zillo, relyon outreach to deliver higher revenue per sales wrap. Mounia, thanks for beingon Friday fundamentals. How are you good? Thank you, Sam. How areyou? I'm good. Welcome back. It's been a few days since welast spoke. What we want to talk about right now is, youmentioned to me, what is the goal of the presentation? What is thegoal of sort of a substantive conversation? So tell us what is that goaland 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 issimply 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 wantingyou to get to the end because they have seen this information before. Theseare commoditized statistics most of the time, but they've seen either on Linkedin orin another sales presentation by a competing vendor. So I want to move, orhelp sales people to move away from just getting to the end of theirpresentation to actually ensuring that when they hang up, when they walk away fromthat conversation, the prospect has made a fundamental decision to change. They maynot choose you as a solution provider, but you sufficiently loosing the setus quoand created urgency and uniqueness. That means that for that prospect, the costof staying the same is great the cost of change. And the way thatyou do that is through tell us. You know, you use this phrasesize and speed walkers through what that specifically means. What that means is thatyou need to articulate to the customer that the size and the speed at whichthe issues that you resolve for through your particular solution are coming at them verysimply, your customer or your prospect believe...

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

...mind of the prospect it's that itexposes a flaw in the way that they currently think about their world and theirbusiness and it causes them to become uncomfortable enough to at least one to makea decision to change. That, I believe, should be the goal ofall 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 tothem about how you differentiate from competitive x, Y or Z, because actually thisstill wedded to their preferences and their status quo and they haven't even begunto make the jump a try and think about doing something different. It's agreat insight. The last thing on today's Friday fundamentals. You have this conceptof related directly to what you just said, which is getting to the end ofthe presentation. You have this concept of the I guess, the powerpointHammock 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 toactually pay attention, and so we have to think about that when we're structuringour presentation. So give us a quick overvi there. Yeah, so mostkind of discoveries are done via powerpoint and...

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

...process are going to switch off andin fact their brain has less activity than when it's a sleep when they're sittingthrough those presentations. The Way to fix that again visionary insights. Introduce somecontroversy into those presentations, Pique the interest every now and again, say somethingthat they would naturally agree with so that they get back in the room andthey 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 youthan you do, and I know this to be a fact. So Ithink this one is an emergency actually, as it pertains to sales conversations.Wonderful, Monia. Thanks so much for joining us on Friday fundamentals. Ihope everybody has a great weekend and Monia will talk to you soon. Thankyou very much. Then,.

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