The Audible-Ready Sales Podcast Go High, Go Low – Adjusting Your Sales Conversation
Oct 14, 2025
Join sales expert John Kaplan as he shares essential strategies for navigating the complexities of sales conversations. A seasoned sales practitioner, John reveals how to tailor your messaging for both technical and executive buyers effectively. He discusses overcoming Seller Deficit Disorder and highlights the importance of empathy in sales. With his innovative Mantra framework, John teaches how to link technical offerings to business outcomes, ensuring every stakeholder feels heard and valued. Prepare to elevate your sales game!
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Tailor Language To Role Responsibilities
- Determine what each buyer cares about by their role, responsibilities, and metrics.
- Tailor your language to address those specific needs and outcomes for technical versus executive roles.
Practice The "So What" And Discovery
- Prepare by practicing the conversation and asking the "so what" question for each capability.
- Use discovery questions to get buyers to stand in their own moment of pain so they convince themselves the problem exists.
Seller Deficit Disorder Is Real
- Buyers often perceive sellers as not understanding their business and not listening well, a phenomenon called Seller Deficit Disorder.
- Overcoming that requires proving understanding of business outcomes and referencing what you've heard from earlier conversations.