Reevaluating the Buyer Experience in Sales

Today Mark Kosoglow, an experienced sales professional and an advisor at HockeyStack, discusses with Craig and Matt his insightful perspectives on sales strategies. He emphasizes the importance of creativity over sheer volume in outreach and the challenges posed by current sales practices. Mark highlights his approach to sales from his time at Outreach, underscoring the significance of business acumen, the use of relevant buyer experiences, and the concept of a 'buyer room.' The discussion also explores the effectiveness and potential drawbacks of digital sales rooms and inbound-led outbound strategies, concluding with a reflection on the importance of helping buyers make confident decisions.

Takeaways:

• Evaluate and shift from increasing touchpoints to enhancing the quality of interactions. Encourage your sales team to prioritize meaningful, well-crafted communications rather than mass outreaches.
• Train your sales team to understand and analyze business data, industry trends, and customer insights.
• Develop sales processes and tools that are centered on the buyer’s journey. Consider introducing tools or methodologies that allow for co-creation with buyers to make them feel more involved and valued in the sales process.
• Leverage platforms like Slack where your customers are already active. Integrate your sales communications and materials into these existing workflows to increase adoption and engagement.
• Foster an environment where creativity is valued and different approaches are encouraged. This can help your team stand out in a crowded market.
• Reduce friction points for potential customers, like unnecessary qualification steps. Make it easier for them to get the information and demos they need, minimizing any barriers to engagement.
• Use AI to enhance the buyer’s experience, such as providing insights and recommendations based on their interactions. However, be wary of over-automation that could lead to impersonal experiences.

Chapters:

• 00:00 - Introduction and Story Swapping
• 02:46 - Endorsements and Praise for Mark
• 04:25 - Sales Leadership and Challenges
• 06:44 - The Problem with Sales Touches
• 14:04 - Creativity in Sales
• 16:45 - Business Acumen in Sales
• 22:11 - Marketing and Personalization
• 24:31 - Sales Rooms Discussion
• 27:10 - The Buyer's Perspective on Digital Sales Rooms
• 28:46 - Real-World Sales Cycle Example
• 30:26 - The Concept of a Buyer Room
• 39:26 - Inbound vs. Outbound Marketing Debate
• 44:22 - Reimagining the Sales Demo Process
• 51:29 - Final Thoughts and Conclusion

Quote of the Show:

• “Sales is a numbers game, but unfortunately there's two sides to that coin. One is if you don't do enough, you won't get results. The other one is if you do too much, you won't get results.” - Mark Kosoglow

Sponsor:

• The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/

Connect with Guest:

• Mark’s LinkedIn: https://www.linkedin.com/in/mkosoglow/ 

Shoutouts:

• Doug Landis https://www.linkedin.com/in/douglandis/ 
• Outreach https://www.outreach.io/ 
• Adam Robinson https://www.linkedin.com/in/retentionadam/ 
• Little Red Book of Selling https://www.amazon.com/Little-Red-Book-Selling-Principles/dp/1885167601 
• Catalyst https://catalyst.io/ 
• Dave Brock https://www.linkedin.com/in/davebrock/ 
• Slack https://slack.com/ 
• Matt Dixon https://www.linkedin.com/in/matthewxdixon/ 

Follow the Show:

• Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ 
• Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ 
• The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ 
• The Transaction Website: https://thetransactionpod.com/ 
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