Sales Strategy & Enablement by Revenue.io

1102: Understand the Buyer’s Emotions to Change Them with Brent Adamson

Oct 18, 2022

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Brent Adamson is the Global Head of Research and Communities at Ecosystems, as well as the co-author of The Challenger Sale and The Challenger Customer. A buyer’s experience with a seller, from their ability to show fresh perspectives to plain human empathy, dictates the seller’s win rates.

Brent dives into the way companies and sellers should view their quotas and how to get unstuck from a lack of innovation. He also talks about the need for greater focus on buyer enablement to become better sellers, especially during an economic downturn, and new approaches to selling that tap into human emotion.

HIGHLIGHTS

Buyer enablement: Have a conversation on what's important to them
Human empathy is behind every sales interaction
The seller makes the difference in a sale
Solve not just what you want the customer to know, but also what to feel

QUOTES

Your reputation and how you show up are the only factors sellers can control - Brent: "Do relationships matter or not? And the answer, funny enough, was always of course they matter. The question is what is the basis of that relationship? Is it familiarity and knowing where your kids went to college? Or is it helping understand your business in ways that you yourself haven't understood it on your own?"

Differentiate yourself by bringing your best in your sales interactions - Andy: "You can't predict in advance what's going to be the peak event for the buyer. And so, you really have to bring the best of you every time you interact with them because every one could be the event that was most memorable to them."

Understand why someone feels the way they do to change how they feel - Brent: "Ask yourself not just what do I want my customers to know, but what do I want my customers to feel. And that's a superpower."

Find out more about Brent in the link below:

LinkedIn: https://www.linkedin.com/in/brentadamson/
Website: https://ecosystems.us/