Preparing for the EB Meeting with Anne Gary
Revenue Builders
How do you speak in the economic buyer's terms?
John and Anne explain tailoring messages to the economic buyer's metrics using an example of engineering versus production priorities.
In this curated episode of the Revenue Builders Podcast, John McMahon and John Kaplan go on a deep dive with industry expert Anne Gary as they explore the essential steps in preparing for the Economic Buyer meeting. Ann shares valuable insights on how salespeople can differentiate themselves, become true business partners, and align their solutions with both corporate and individual objectives.
KEY TAKEAWAYS
[00:00:49] Research is Key: 8 out of 10 executives feel sales meetings are wasted time. Research company objectives, risks, and competition beforehand.
[00:01:46] Be a Partner: Differentiate by helping run their business. Provide insights into unconsidered business issues.
[00:02:56] Align for Success: Link solutions to corporate and individual performance, focusing on revenue growth, cost reduction, and risk mitigation.
[00:04:55] Articulate the Pain: Quantify the current situation, showcasing the full ramifications of the customer's process and connecting it to positive business outcomes.
[00:08:14] Differentiate Effectively: Identify required capabilities, differentiating based on unique strengths, addressing specific pain points for winning the Proof of Value (POV).
[00:09:00] ROI Confidence: Develop a preliminary Return on Investment (ROI) confidently before entering Proof of Concept (POC) discussions.
HIGHLIGHT QUOTES
[00:01:25] "Be a business partner, not a salesperson. Help them run their business, inform them about business issues they haven't considered."
[00:03:57] "The terms that resonate with your champion may not be the same terms that resonate with the economic buyer. Speak on their business terms."
[00:07:54] "Understand how these people are measured. Highlight the business outcome that aligns most with how they're evaluated."
Listen to the full episode with Anne Gary through this link:
https://revenue-builders.simplecast.com/episodes/getting-to-the-economic-buyer-with-anne-gary
Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4
Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/
Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results.
This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale.
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