E317 | The Power of Owning the Flow of Information with Ted McKenna

Summary

The conversation explores the concept of high-performing sales behaviour and the challenges faced by sales professionals in the current market. It delves into the importance of understanding buyer indecision and the four key behaviours that help overcome it. The conversation also touches on the role of persuasion in sales, the need for sellers to adapt to changing buyer behaviours, and the potential retirement of salespeople who are not effective in their roles. In this conversation, Ted McKenna and Dominic Monkhouse discuss the importance of establishing trust and expertise in the sales process. They emphasise the need for sellers to own the flow of information and demonstrate their knowledge and experience to buyers. They also explore different profiles of business developers, with the activator profile being the most successful. Ted shares his thoughts on success, the most significant risk he's taken, and the worst business advice he's received.

Takeaways

• High-performing sales behaviour is defined as the top 20% of performers in a company, and it is important to study their behaviour to replicate their success.
• Buyer indecision is a common challenge in sales, and it is driven by fears such as options overload, analysis paralysis, and fear of failure.
• Sellers should be cautious about using persuasion techniques when buyers are indecisive, as it can backfire and make the situation worse.
• To help buyers overcome indecision, sellers should focus on understanding the depth of indecision, making firm recommendations, limiting excessive exploration, and managing risk.
• The sales profession needs to evolve and keep pace with changing buyer behaviours and preferences.
• There is still a need for salespeople, as buyers rely on them for guidance, assurance, and personalised recommendations. Establishing trust and expertise is crucial in the sales process.
• Sellers should own the flow of information and demonstrate their knowledge and experience to buyers.
• The activator profile is the most successful in business development.
• Success is measured by doing right by the people you love and finding joy in your work.
• Trying to be all things to all people is not effective in business.

Chapters

(00:00) Introduction to High-Performing Sales

(02:53) Defining High Performance in Sales

(06:04) The Role of Salespeople in Modern Buying

(09:05) Understanding Buyer Indecision

(11:48) The Jolt Effect and Overcoming Indecision

(18:00) Key Behaviors of Successful Sellers

(24:11) The Activator Advantage in Sales

(29:56) Professional Services and Selling Dynamics

(36:00) Books and Resources for Sales Professionals

(41:49) Personal Insights and Closing Thoughts

About Ted Mckenna

Ted McKenna is one of the world's leading experts in sales, business development, and customer experience and a co-author of the bestselling book The JOLT Effect: How High Performers Overcome Customer Indecision and the upcoming book The Activator Advantage: What Today's Rainmakers Do Differently (April 2025).

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