Transforming Problems into Stories in Sales

The top 15 sales tips shared on the podcast in 2024 (full episodes linked below)

Prospecting Best Practices:

1. "That's Exactly Why I Called" Response: Use objections as a reason to keep the conversation going (Sara Uy)
2. Presuppose the Problem: Start with, "You've probably looked into X before, huh?" to reduce sales pressure and uncover nuance (Josh Braun)
3. Call Yourself First: Test new phone numbers for spam labeling before dialing prospects (Ken Amar)
4. Effective Email Structure: Combine business initiatives, industry trends, and triggers for personalized, resonant cold emails (Kyle Coleman)
5. Heard the Name Tossed Around Opener: Open with network credibility, then focus on problem-centric pitches (from the "Cold Calling Sucks" book)

Discovery & Sales Process Best Practices:

1. Problem Storytelling: Turn problem agreement into a story by asking, "When did you realize this was a problem?" (Charles Muhlbauer)
2. The 1–10 Feedback Question: Ask prospects to rate your demo and explore what would make it a 10 (Steven Bryerton)
3. Don’t Mistake Activity for Achievement: Align sales stages with outcomes (Mark Kosoglow)
4. Use Labels in Negotiations: Diffuse tension by labeling emotions, e.g., "It seems like you just want to get a good deal," to avoid triggering defensiveness (Chris Voss)
5. Lead, Don’t Ask, Mid-Cycle: Overcome indecision by offering clear recommendations and removing irrelevant options (Matt Dixon)

Leadership Best Practices:

1. Invert the Hiring Funnel: Sell candidates on the opportunity first, then test skills later (Hiring Playbook)
2. Disarming Transparency in Hiring: Share risks and weaknesses with candidates to surface objections early and build trust (Mark Kosoglow)
3. 20/80 Training Rhythms: Spend 20% of the time introducing new skills and 80% reinforcing them weekly (Training Playbook)
4. Pipeline Squeeze: Ask key questions (e.g., deal size, close date, buyer awareness) to assess pipeline health and socialize results (John Sherer)
5. Document the Wiggle (W.G.L.L): Define "what good looks like," then practice targeted scenarios repeatedly for efficiency (Kevin Dorsey)

Thanks sellers for tuning in this year! See you in 2025 with more of the most actionable tips in sales, be sure to subscribe to our weekly newsletter here.