The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople. HOW TO SELL SMARTER AND WIN THE ENTERPRISE SALE
Feb 10, 2025
Eric Amster, a technology professional with a rich background in computer science and music, shares insights on transforming sales practices in complex environments like government and financial sectors. He discusses his unique journey from musician to salesperson, emphasizing adaptability and the power of storytelling. Active listening and relationship-building emerge as key strategies for navigating long sales cycles and client motivations. He advocates for a proactive approach in sales, encouraging professionals to enhance their skills through targeted training.
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The Commodity Trap
- Salespeople often fall into the "commodity trap", focusing on product features instead of the customer's needs.
- To avoid this, focus on the "why" behind the purchase, understanding the customer's emotional and economic drivers.
Focus on the Why
- Understand the client's needs and how your product can help them achieve their goals.
- Focus on the "why" behind the purchase, rather than just the features of your product.
Utensils Analogy
- Eric Amster's CIO advised him to link his technology to value, not just sell features.
- This advice highlighted the importance of translating technical details into business outcomes for clients.
