30 Minutes to President's Club | No-Nonsense Sales

236 (Sell) Get Ahead of Deal Killers by Asking Buyers the Hard Questions Upfront (Steven Bryerton, ZoomInfo)

Jul 30, 2024

Steven Bryerton, an SVP of Sales at ZoomInfo, shares invaluable insights into effective sales techniques. He emphasizes the importance of asking tough questions to gauge prospect enthusiasm and uncover their true needs. Bryerton advises tailoring your pitch by understanding what prospects discuss in internal meetings. He warns against overwhelming potential clients with software details that may lead to confusion or cost concerns. Recapping conversations and addressing specific client requirements are also key strategies to foster successful engagements.

39:38

Episode guests

Steven Bryerton

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Quick takeaways

Engaging buyers through tough questions allows sellers to uncover deeper motivations, fostering tailored solutions aligned with prospects' true needs.

Recapping previous discussions and asking executives for feedback ensures alignment with their priorities, demonstrating investment in their specific challenges.

Deep dives

Actionable Insights for Cold Calling

The book on cold calling provides a detailed breakdown of each cold calling step, equipping readers with specific talk tracks to enhance their skills. It includes innovative features like QR codes linked to voiceovers, making it easier for readers to grasp the right tone and delivery for cold calls. In addition, the authors interviewed over 200 elite sellers, offering real-life examples applicable to various sales contexts. The advice shared in the book is substantiated by data collected from more than 300 million cold calls, ensuring it is both practical and grounded in real-world performance.

Navigate the Buying Journey with Insight

01:42

Intro

2min

Mastering the Sales Discovery Phase

15min

Mastering Executive Sales Meetings

7min

Engaging the Buying Committee

8min

The Pitfalls of Overenthusiasm in Sales

2min

Effective Sales Strategies: Engaging Prospects with Insightful Questions

3min

FOUR ACTIONABLE TAKEAWAYS

Gauge your prospect’s enthusiasm by asking where they fall on a scale from one to ten, providing more insight than a simple yes/no question.
Ask your prospect what they discuss in internal meetings to tailor your pitch to resonate with their executive team.
Avoid showing too much software to prevent prospects from associating the product with unnecessary features and higher costs.
Recap previous conversations and then ask the executive what you might have missed, ensuring you address their specific needs while demonstrating your product.

STEVEN'S PATH TO PRESIDENT’S CLUB

SVP of Sales @ ZoomInfo
VP of Sales @ ZoomInfo
Director of Sales @ ZoomInfo
Manager, Enterprise Sales @ ZoomInfo

RESOURCES DISCUSSED

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