The Audible-Ready Sales Podcast Aligning with Corporate Initiatives
May 13, 2025
In this engaging discussion, sales effectiveness expert John Kaplan shares insights on aligning solutions with corporate initiatives. He emphasizes the importance of identifying economic buyers who control discretionary funds. John suggests probing deeper into problems that affect company-wide goals and using targeted questions to uncover corporate priorities. He also explains how to leverage internal advocates for better access to decision-makers, ensuring that sales efforts resonate with the entire organization, not just individual departments.
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Transcript
Episode notes
Follow The Money To The Economic Buyer
- Ask what problem you're solving and quantify how big the problem is for the customer.
- Follow the money to find who controls discretionary funds and can say yes or no.
Reverse-Engineer Pressures First
- Reverse-engineer pressures from industry to company to department before asking about personal impact.
- Earn the right to ask personal questions by first linking issues to bigger business forces.
Sit In The Customer's Moment Of Pain
- Sit in the customer's moment of pain and ask, 'So what if that happens?' to surface business implications.
- Use positive starter questions to prompt honest feedback that reveals negatives and root causes.