Join Patrick Ball, Chief Revenue Officer at Crux, whose extensive experience in financial services brings valuable insights into complex sales. He delves into the significance of a well-structured sales process and the importance of understanding customer personas. Patrick explains how to effectively engage key stakeholders and navigate challenges during the buying journey. He also highlights the value of Business Value Assessments and how iterative processes improve internal alignment and customer engagement, ultimately driving B2B sales success.
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insights INSIGHT
Transparent Sales Process
Communicate your sales process upfront to customers.
This builds trust and allows them to understand the required resources and time commitment.
volunteer_activism ADVICE
Process Checkpoints
Establish checkpoints within your sales process.
This ensures alignment and allows both parties to disengage if it's not a good fit, saving time and resources.
volunteer_activism ADVICE
Value-Added Process
Ensure your sales process adds value at each stage.
Incorporate steps like a Business Value Assessment (BVA) to demonstrate quantifiable benefits to the customer.
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In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Patrick Ball, Chief Revenue Officer at Crux. Patrick shares his journey through various roles and companies, highlighting his unique insights into customer engagement and sales processes. Learn about Patrick's detailed approach to streamlining sales, from initial discovery to Business Value Assessments. Discover how a well-orchestrated engagement model can drive success in complex B2B sales environments, featuring real-world examples from the financial services industry.
[00:01:48] Streamlining Customer Engagement [00:02:11] Importance of a Well-Orchestrated Sales Process [00:03:29] Handling Objections and Red Flags [00:06:54] Understanding the Product and Market [00:09:03] Mapping the Buyer’s Journey [00:11:20] Iterative Sales Process and Internal Alignment [00:16:32] Customer Engagement and Forecasting [00:19:46] External Data Assessment Workshop [00:31:53] Engaging in Business Value Assessment [00:32:35] Quantifying Value with Customers [00:34:57] Challenges in Financial Services [00:35:19] Importance of Champions and Metrics [00:39:07] Using BVA for Prospecting and Discovery [00:48:52] Handling Procurement and Negotiations [00:53:04] Recruiting for Enterprise Sales
HIGHLIGHT QUOTES
[00:02:40] "53 percent of buyers select a vendor based on the buying process they experience." [00:12:47] "The process is about establishing many wins in the sales cycle, like moving through stages and closing on smaller commitments." [00:27:51] "Effective sales processes turn chaotic ad-hoc meetings into structured, goal-oriented engagements." [00:29:41] "Credibility comes from showcasing you have a process that leads to outcomes the customer can't achieve on their own." [00:40:59] "You have to tap into curiosity; it's critical in a complex sales environment."
Revenue Builders 