1207: How to Meet the Emotional Needs of B2B Buyers w/ Rick Middlemass

WEBVTT 1 00:00:06.280 --> 00:00:10.789 Are you struggling to come up with original content weekend and week out? Start 2 00:00:10.830 --> 00:00:15.470 a podcast, interview your ideal clients, let them talk about what they care 3 00:00:15.509 --> 00:00:21.109 about most and never run out of content ideas again. Learn more at sweetphish 4 00:00:21.190 --> 00:00:30.219 MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB 5 00:00:30.339 --> 00:00:34.380 leaders. We've interviewed names you've probably heard before, like Gary Vanner, truck 6 00:00:34.420 --> 00:00:38.289 and Simon Senek, but you've probably never heard from the majority of our guests. 7 00:00:38.929 --> 00:00:42.929 That's because the bulk of our interviews aren't with professional speakers and authors. 8 00:00:43.490 --> 00:00:47.329 Most of our guests are in the trenches leading sales and marketing teams. They're 9 00:00:47.369 --> 00:00:52.840 implementing strategy, they're experimenting with tactics, they're building the fastest growing BB companies 10 00:00:52.840 --> 00:00:56.039 in the world. My name is James Carberry. I'm the founder of sweet 11 00:00:56.039 --> 00:00:59.679 fish media, a podcast agency for BB brands, and I'm also one of 12 00:00:59.719 --> 00:01:03.679 the CO hosts of this show. When we're not interviewing sales and marketing leaders, 13 00:01:03.880 --> 00:01:07.430 you'll hear stories from behind the scenes of our own business. Will share 14 00:01:07.469 --> 00:01:10.829 the ups and downs of our journey as we attempt to take over the world. 15 00:01:11.469 --> 00:01:21.379 Just getting well, maybe let's get into the show. Welcome back to 16 00:01:21.540 --> 00:01:25.060 be tob growth. I'm Logan lyles with sweet fish media. Today I'm joined 17 00:01:25.099 --> 00:01:29.459 by Rick metalmass. He is the chief strategy officer over at the National Association 18 00:01:29.659 --> 00:01:32.969 of Sales Professionals. Rick, how's it going today? Man, doing great. 19 00:01:33.010 --> 00:01:34.569 Man, how you doing? I am doing fantastic. Thank you so 20 00:01:34.650 --> 00:01:38.689 much for joining me today. We're going to be talking about a topic that 21 00:01:38.810 --> 00:01:42.969 I don't think gets talked about enough in BB sales, and that is that, 22 00:01:42.290 --> 00:01:47.480 you know, b tob buyers are still emotional buyers and they oftentimes, 23 00:01:47.879 --> 00:01:52.439 we oftentimes make decisions based on emotion and back it up with logic. But 24 00:01:52.640 --> 00:01:56.000 what does that mean for us as sales professionals? So that's what we're going 25 00:01:56.000 --> 00:01:59.079 to be talking about today. I'm really excited for the conversation. Before we 26 00:01:59.120 --> 00:02:00.709 get into it, though, for a little bit of context, Rick, 27 00:02:00.750 --> 00:02:04.269 give us a little bit of your background and what you in the team at 28 00:02:04.310 --> 00:02:07.189 any SP are up to these days? Man, yeah, absolutely. So 29 00:02:07.669 --> 00:02:13.389 got into sales myself, Gosh, but fourteen years ago now. That's been 30 00:02:13.430 --> 00:02:17.860 a pretty incredible journey in you know, selfdiscovery, self growth, push myself 31 00:02:17.900 --> 00:02:23.620 outside of my comfort zone. Very happy that my thinking back my good friends, 32 00:02:23.659 --> 00:02:27.419 older brothers started a painting company and he's like we need I need some 33 00:02:27.659 --> 00:02:30.090 yeah, I need people to go door to door, and I was like 34 00:02:30.610 --> 00:02:34.810 well, I'll try it, I'll try it and yeah, that kind of 35 00:02:34.969 --> 00:02:40.169 I guess, cut my teeth selling Cisco Systems hardware and Yep, joined the 36 00:02:40.250 --> 00:02:45.960 National Association of sales professionals, initially just getting certified and going through some of 37 00:02:45.960 --> 00:02:51.719 the training. The owner of the Association is actually my mentor from back in 38 00:02:51.800 --> 00:02:55.199 the day when I started selling, so that was a great relationship. So 39 00:02:55.400 --> 00:03:04.389 the National Association of Sales Professionals is primarily online association that is designed and our 40 00:03:04.469 --> 00:03:09.310 mission is to serve sales professionals around the world. So we have a lot 41 00:03:09.349 --> 00:03:16.020 of resources at anspcom, like our blog, our podcast or video podcasts, 42 00:03:16.180 --> 00:03:20.139 you know, all the different things are on the site. And then we 43 00:03:20.419 --> 00:03:25.419 encourage people to join our free membership where we have our complementary seller style assessment 44 00:03:25.860 --> 00:03:31.129 as well as actually what is currently complementary, a daily sales success program which 45 00:03:31.169 --> 00:03:37.889 is daily prompts to receive through your email and then jump into our elms and 46 00:03:38.050 --> 00:03:44.879 complete a one to three minute assignment designed to build positive habits in your daily 47 00:03:44.919 --> 00:03:47.599 sales activity. Awesome and I love that. I love here in your backstory 48 00:03:47.840 --> 00:03:53.360 of getting into sales and cutting your teeth. You know, doortodoor sales. 49 00:03:53.599 --> 00:03:55.909 For me it was cutting my teeth cold calling in the copy or industry, 50 00:03:57.069 --> 00:04:01.909 doortodoor in several different regions, knowing that you've sold attacked with CISCAL. I 51 00:04:02.069 --> 00:04:05.110 know that you know what I'm talking about. Their man. So let's come 52 00:04:05.150 --> 00:04:10.740 back to today's topic. You know, meeting buyers where they are and meeting 53 00:04:10.819 --> 00:04:14.460 their emotional needs in as you communicate with them. You know, I mentioned 54 00:04:14.500 --> 00:04:18.220 at the top of the episode that oftentimes buyers make emotional this acisions and then 55 00:04:18.300 --> 00:04:21.459 back them up with logic. I think that's probably a phrase a lot of 56 00:04:21.500 --> 00:04:26.170 folks listening to this have heard in some context or another, but I would 57 00:04:26.170 --> 00:04:29.649 love for you to kind of pause on that and unpack that phrase for us 58 00:04:29.649 --> 00:04:31.529 a little bit. What does it mean when you when you hear that phrase? 59 00:04:32.290 --> 00:04:35.449 Yeah, yeah, and a lot of the pushback on that is like, 60 00:04:35.610 --> 00:04:40.680 listen, I'm selling service switches, routers and firewalls, but what's emotional 61 00:04:40.759 --> 00:04:46.800 about that? Like where does the emotional decision come into? Come in so 62 00:04:46.240 --> 00:04:49.839 for a lot of people, I think it gets dismissed pretty quickly in terms 63 00:04:49.879 --> 00:04:55.110 of if I'm selling something you consider like a widget or a commodity or something 64 00:04:55.149 --> 00:05:00.069 like that, you know it's not emotional. So here's where I push back 65 00:05:00.069 --> 00:05:02.069 a little bit and I say, okay, that makes sense. So if 66 00:05:02.629 --> 00:05:08.899 three Cisco integrators go and meet with a company that's looking at doing, you 67 00:05:08.980 --> 00:05:12.420 know, a bit of a server switch refresh and some other projects in that 68 00:05:12.500 --> 00:05:16.779 type of thing, if all three of the companies present a similar solution at 69 00:05:16.779 --> 00:05:23.129 a similar price point, all sound equally compelling from a features and benefits perspective, 70 00:05:23.449 --> 00:05:26.810 who gets the business? And the answer, and I've I've heard buyers 71 00:05:26.850 --> 00:05:31.850 actually say this out loud, is whoever feels like the better option. Right, 72 00:05:31.889 --> 00:05:34.879 if the price is the same, if the products are the same and 73 00:05:35.000 --> 00:05:41.120 the companies appear to have, you know, similar success testimonials, we decide 74 00:05:41.879 --> 00:05:45.399 that okay, well, all three sound great, we feel like this one 75 00:05:45.480 --> 00:05:47.319 is going to be actually the best fit from a for us because, you 76 00:05:47.360 --> 00:05:50.829 know, we felt like we had a great meeting with them and they have 77 00:05:50.990 --> 00:05:54.870 what we need. Yeah, yeah, I mean it goes back to the 78 00:05:54.990 --> 00:05:58.670 saying that we all know in sales that people buy from those they know, 79 00:05:58.910 --> 00:06:02.430 like and trust. Trust is not always something that is just quantitative they can 80 00:06:02.589 --> 00:06:05.339 fill out a matrix on. This is why I trust this vendor, this 81 00:06:05.459 --> 00:06:10.540 is why I trust this salesperson the most. And it comes down to exactly 82 00:06:10.579 --> 00:06:14.699 what you've heard out of the mounts of buyers, and that is who feels 83 00:06:14.939 --> 00:06:17.300 like the safest choice, who feels like the best choice. So the other 84 00:06:17.459 --> 00:06:20.290 pushback is, well, not just based on the product, but this is 85 00:06:20.329 --> 00:06:26.529 a bee tobe buying decision right, and so aren't our FPS and procurement departments 86 00:06:26.850 --> 00:06:31.410 and all these checks and balances of how people buy and procure either equipment, 87 00:06:31.569 --> 00:06:35.680 technology or services for their business designed to take the emotion out of it? 88 00:06:35.839 --> 00:06:41.240 But one they're still humans that make up that committee and to you could argue 89 00:06:41.399 --> 00:06:45.639 that, hey, if you are the champion of that that buying decision for 90 00:06:45.959 --> 00:06:50.829 your organization, that actually has more emotional impact than buying that thing on Amazon. 91 00:06:50.910 --> 00:06:54.629 If I buy the wrong deodorant on Amazon, I hey, I just 92 00:06:55.069 --> 00:06:58.550 return it. If I make a bad call on this decision that I say, 93 00:06:58.589 --> 00:07:00.819 Hey, we should buy the software for our company, that could be 94 00:07:00.860 --> 00:07:03.939 a career altering decision. So how is there not emotion in that? Right? 95 00:07:04.579 --> 00:07:08.939 Absolutely, absolutely, great points. Awesome, man. So let's talk 96 00:07:08.980 --> 00:07:13.060 about, with all of these things in mind, what bb sellers can do 97 00:07:13.819 --> 00:07:16.370 with this reality and mind as they go into qualification calls, as they go 98 00:07:16.449 --> 00:07:19.930 into demos and presenting proposals. What are some of the things that they should 99 00:07:19.930 --> 00:07:24.730 be thinking about with this truth in mind, as they approach their buyers? 100 00:07:25.250 --> 00:07:29.930 So great question and definitely pretty packed answer to that question, right. So 101 00:07:30.000 --> 00:07:34.000 I'm going to start in the more some people might say general or I've heard 102 00:07:34.000 --> 00:07:38.879 that. I know that, and then go into some more very, you 103 00:07:38.959 --> 00:07:44.629 know, more tactical strategic type things. So first of all, in the 104 00:07:44.750 --> 00:07:47.829 very general sense. Now you mentioned no I can trust. So there's that 105 00:07:48.069 --> 00:07:54.029 trust respect element, right. So it's kind of tied into that. So 106 00:07:54.670 --> 00:08:00.540 in the most general sense, as a buyer, the kind of the fundamental 107 00:08:00.620 --> 00:08:03.220 emotional need that I'm looking for, and there's a few books written about the 108 00:08:03.220 --> 00:08:07.980 emotional needs, and sure most people have heard of those, is certainty. 109 00:08:07.579 --> 00:08:13.250 Write the most fundamental emotional need that we are seeking to meet as sales professionals 110 00:08:13.410 --> 00:08:16.250 is is certainty. So how do I do that? So first of all, 111 00:08:16.449 --> 00:08:22.850 the you know, the vague answer is with confidence, congruency, my 112 00:08:24.009 --> 00:08:31.159 own personal certainty. So getting a taking a little more seriously your own belief 113 00:08:31.840 --> 00:08:37.679 in yourself, your company, your colleagues and your product. Have you asked 114 00:08:37.720 --> 00:08:41.389 yourself, what level of belief do I have in my company's ability to deliver 115 00:08:41.470 --> 00:08:46.110 the solution that I'm selling? On a scale from one to ten? Is 116 00:08:46.190 --> 00:08:48.269 it the ten? Probably rarely. Is it a ten? Generally it's probably 117 00:08:48.269 --> 00:08:52.149 going to be more of a seven, eight or nine. So the fascinating 118 00:08:52.190 --> 00:08:56.779 thing about this and what plays into they that person or that group feels like 119 00:08:56.899 --> 00:09:01.580 the best fit, is that we have these three hundred different muscles in our 120 00:09:01.620 --> 00:09:09.139 face right all betraying our true beliefs and thoughts and our own true level of 121 00:09:09.340 --> 00:09:13.289 confidence and certainty, as well as all the elements of body language. So 122 00:09:13.490 --> 00:09:18.769 if I can do just even a quick thirty second check in with myself before 123 00:09:18.809 --> 00:09:22.009 I'm physically going into the border to go into maybe it's one buy, or 124 00:09:22.049 --> 00:09:26.240 maybe it's three, maybe it's five. Maybe there's meetings where you know you've 125 00:09:26.279 --> 00:09:30.279 got ten people at the table that you're presenting to you are far more likely 126 00:09:30.559 --> 00:09:39.350 to display through body language, facial micro expressions tonality, any hint of uncertainty 127 00:09:39.429 --> 00:09:43.789 that you have in what you're providing, and our job at sales professionals is 128 00:09:43.870 --> 00:09:50.870 to provide complete certainty and assurance that we're going to deliver a top quality solution. 129 00:09:50.909 --> 00:09:52.059 Yeah, that makes a lot of sense, man. So what I 130 00:09:52.179 --> 00:09:56.779 hear you saying is that certainty is that emotional need that we need to deliver, 131 00:09:56.980 --> 00:10:00.940 and the way that we do that is by presenting that ourselves. And 132 00:10:01.299 --> 00:10:03.340 one of the you know, tactical piece of Ed Eyes had offered to folks 133 00:10:03.500 --> 00:10:07.289 is, you know, if you use the tool like courus dot ai to 134 00:10:07.570 --> 00:10:11.009 record your sales calls, go through and and watch some of your sales calls 135 00:10:11.129 --> 00:10:16.049 and specifically looking for not not what you're saying, not how you answered that 136 00:10:16.129 --> 00:10:20.250 objection, but just looking at your own facial expression, body language and those 137 00:10:20.289 --> 00:10:24.879 sorts of things and kind of grade yourself on what sort of certainty am I 138 00:10:24.120 --> 00:10:28.639 portraying here. I think that could be a way to really apply that. 139 00:10:28.879 --> 00:10:31.120 So, Rick, tell us about some of the other emotional needs that bought 140 00:10:31.200 --> 00:10:35.909 that exceller's, excuse me, need to keep in mind for their buyers as 141 00:10:35.950 --> 00:10:39.230 they're going into different meetings, different sorts of sales meetings. Yeah, well, 142 00:10:39.309 --> 00:10:43.429 and let's stay on this one for a little while. So they're so 143 00:10:43.590 --> 00:10:46.789 number one. It's taking a little bit more seriously. My level of confidence 144 00:10:46.830 --> 00:10:50.059 and couragecy right. So I was number one. Number two, how else 145 00:10:50.059 --> 00:10:54.019 can we build this? How else can we offer this reassurance to our buyer? 146 00:10:54.379 --> 00:10:58.179 That is extremely important actually getting the decision? So number two is, 147 00:10:58.019 --> 00:11:05.850 what kind of recognition or awards have you or your company or the implementation team 148 00:11:07.169 --> 00:11:11.090 received in the recent history or the longer term history, and is that part 149 00:11:11.090 --> 00:11:16.210 of your presentation? Now? The perspector got in this sometimes is well, 150 00:11:16.210 --> 00:11:18.679 I'm not trying to brag about you know how great I am or her great 151 00:11:18.759 --> 00:11:22.759 my company is, because I'm not a braggy person, right, I'm humble 152 00:11:22.879 --> 00:11:26.600 and I'm here to do a good job. Okay, yes, very valid 153 00:11:26.639 --> 00:11:31.519 point. And when we think about meeting this this need for our potential client, 154 00:11:31.159 --> 00:11:35.269 it's for them, it's this isn't for you to brag, this is 155 00:11:35.389 --> 00:11:39.350 for to help them understand the level of competency that you and your company has 156 00:11:39.789 --> 00:11:43.669 and that you're going to deliver a top quality solution. So that is another 157 00:11:43.710 --> 00:11:48.539 point right there. Yeah, absolutely, Man, and I can go into 158 00:11:48.539 --> 00:11:52.659 some more as well. So testimonials and references. So this is this is 159 00:11:52.700 --> 00:11:56.059 a basic one, right. But look at your sales presentation. How many 160 00:11:56.179 --> 00:12:01.809 references and testimonials do you have baked into it as a default? You know 161 00:12:01.809 --> 00:12:05.929 a lot of times people will say, and you know, testimonials upon request, 162 00:12:05.370 --> 00:12:09.409 if you ask me, I'll give them. Okay, great and and 163 00:12:09.970 --> 00:12:13.330 good, and you're going to do a better job of meeting this emotional need 164 00:12:13.850 --> 00:12:18.960 by just providing them. Build it into your base default presentation. So we've 165 00:12:20.000 --> 00:12:24.480 got recognition, awards, references. And one other quick one to throw in 166 00:12:24.519 --> 00:12:31.830 there is just in meeting management. Right. I've set through hundreds, or 167 00:12:31.590 --> 00:12:35.629 probably thousands at this point, of sales meetings and you have a whole range 168 00:12:35.669 --> 00:12:39.870 of different levels of professionalism. Right. Some are more casual and relaxed. 169 00:12:39.950 --> 00:12:45.019 I think Austin we have I just moved to Austin recently. This is quite 170 00:12:45.059 --> 00:12:48.059 a casual and relaxed environment. Also quite hot to wear a suit down here 171 00:12:50.379 --> 00:12:52.379 in Michigan. A lot of times we have a little bit more formal suit 172 00:12:52.419 --> 00:12:56.779 and tie. When I walk into a meeting, I'm handing out a meeting 173 00:12:56.779 --> 00:13:01.450 agenda, I'm sliding across my business cards and there's that much more formality. 174 00:13:03.169 --> 00:13:05.490 So I'm not saying either one is better. I what I'm saying is one 175 00:13:05.690 --> 00:13:11.730 element of this that helps reinforce the certainty, the confidence that I'm delivering is 176 00:13:11.919 --> 00:13:16.480 being specific with my time. So when I'm opening up the meeting, I'm 177 00:13:16.000 --> 00:13:20.279 providing at least an idea of we're going to do. We're going to start 178 00:13:20.320 --> 00:13:24.399 out with some some some questions. We're we've got about twenty minutes of presentation 179 00:13:24.480 --> 00:13:28.309 that we want to get through the kind of the meat potatoes here, of 180 00:13:28.509 --> 00:13:31.309 the product that we're talking about, and then we'll have x amount of time 181 00:13:31.350 --> 00:13:33.230 for a kind of back and forth questions and we're really going to be focused 182 00:13:33.269 --> 00:13:37.269 on wrapping up by this time. So I'm good. Everyone Great. Then 183 00:13:37.470 --> 00:13:43.019 you're just that doing that simple thing is increasing kind of your leadership in the 184 00:13:43.059 --> 00:13:48.620 environment. Right, you're you're demonstrating a little bit more confidence and congruency in 185 00:13:48.740 --> 00:13:52.379 your ability to run the meeting and also your you know, people aren't at 186 00:13:52.379 --> 00:13:54.580 the end of the meeting wondering, like us, is going to go over 187 00:13:54.700 --> 00:13:58.809 five minutes, ten minutes, and getting distracted from you. So yeah, 188 00:13:58.330 --> 00:14:03.690 those are four examples there of meeting this emotional need, which it does, 189 00:14:03.769 --> 00:14:07.009 it sounds like, is this? It's not really that important. I need 190 00:14:07.049 --> 00:14:11.720 to make sure the presentation is solid. Yes, the presentation has to be 191 00:14:11.919 --> 00:14:15.200 as good as, yeah, or better than everyone else's, hundred percent. 192 00:14:15.240 --> 00:14:20.240 And on top of that, when the presentations is there, this is equally 193 00:14:20.240 --> 00:14:24.389 important actually getting the sale. Yeah, absolutely. I mean I've recommended to 194 00:14:24.669 --> 00:14:28.470 two buyers in the past that okay, if you want to get a sense 195 00:14:28.549 --> 00:14:33.029 of what sort of trust you can place in a salesperson and an organization, 196 00:14:33.389 --> 00:14:35.629 look at these little moments of trust. Do they break your trust by showing 197 00:14:35.669 --> 00:14:39.379 a plate to that sales meeting? Do they break your trust by running over 198 00:14:39.580 --> 00:14:43.460 and taking too much time versus what they told you they would? And what 199 00:14:43.620 --> 00:14:46.700 you're saying is take control of that. Don't wait for those moments where you 200 00:14:46.779 --> 00:14:54.210 could accidentally break trust and then therefore deliver some uncertainty in the emotions of your 201 00:14:54.250 --> 00:14:58.570 buyers. But take charge of that and deliver certainty also. I mean just 202 00:14:58.730 --> 00:15:01.250 just good practice there of letting people know, hey, we're going to have 203 00:15:01.370 --> 00:15:05.730 this much time for discussion so that they're not interrupting the flow of the presentation 204 00:15:05.769 --> 00:15:07.679 or whatever. The format is, like you said. You know, I've 205 00:15:07.720 --> 00:15:13.279 sold doortodoor. I've sold, you know, sitting in in conference rooms. 206 00:15:13.279 --> 00:15:16.000 I've sold sitting on couches next to people, I've sold over zoom meetings. 207 00:15:16.279 --> 00:15:20.679 They all have, you know, a different sort of feel and way about 208 00:15:20.679 --> 00:15:24.789 them. But if you think about how can I deliver certainty and established trust 209 00:15:24.830 --> 00:15:28.269 throughout this process, whatever that looks like, more formal to less formal, 210 00:15:28.509 --> 00:15:33.629 you're setting yourself up for success. Hey, everybody, logan with sweet fish 211 00:15:33.710 --> 00:15:35.299 here. If you've been listening to the show for a while, you know 212 00:15:35.580 --> 00:15:41.179 we're big proponents of putting out original, organic content on linked did, but 213 00:15:41.340 --> 00:15:45.019 one thing that's always been a struggle for a team like ours is to easily 214 00:15:45.059 --> 00:15:48.179 track the reach of that linkedin content. That's why I was really excited when 215 00:15:48.220 --> 00:15:52.570 I heard about shield the other day from a connection on, you guessed it, 216 00:15:52.769 --> 00:15:56.610 linked in. Since our team started using shield, I've loved how it's 217 00:15:56.610 --> 00:16:02.129 let us easily track and analyze the performance of our linkedin content without having to 218 00:16:02.289 --> 00:16:07.519 manually log it ourselves. It automatically creates reports and generates some dashboards that are 219 00:16:07.600 --> 00:16:11.039 incredibly useful to see things like what content has been performing the best and what 220 00:16:11.120 --> 00:16:15.480 days of the week are we getting the most engagement and our average views proposed. 221 00:16:15.840 --> 00:16:19.309 I'd highly suggest you guys check out this tool if you're putting out content 222 00:16:19.509 --> 00:16:22.389 on Linkedin, and if you're not, you should be. It's been a 223 00:16:22.470 --> 00:16:26.909 game changer for us. If you go to shield APP DOT AI and check 224 00:16:26.950 --> 00:16:30.470 out the ten day free trial, you can even use our promo code be 225 00:16:30.710 --> 00:16:34.820 to be growth to get a twenty five percent discount. Again, that's shield 226 00:16:34.820 --> 00:16:41.299 APP DOT AI and that Promo Code is be the number to be growth. 227 00:16:41.580 --> 00:16:48.289 All one word. All right. Let's get back to the show, Rick. 228 00:16:48.529 --> 00:16:51.129 What other advice do you want to share with folks today when it comes 229 00:16:51.169 --> 00:16:56.049 to meeting different emotional needs of their buyers and how to think about this idea 230 00:16:56.090 --> 00:17:00.049 that people are going to make emotional decisions? They will be justified by logic, 231 00:17:00.090 --> 00:17:03.360 but emotions going to come first? Yep, yeah. Another big one 232 00:17:03.720 --> 00:17:07.799 is recognizing where your prospect, you know, potential client, or maybe existing 233 00:17:07.839 --> 00:17:11.960 client, you're going for another sale, where they already are, what great 234 00:17:12.240 --> 00:17:17.509 work they have our you put into their network, if it is selling hardware 235 00:17:17.589 --> 00:17:22.150 software, what are what can you recognize within their organization, within their current 236 00:17:22.269 --> 00:17:26.309 setup, within what they've done in the past, that they've done very well 237 00:17:26.869 --> 00:17:30.339 and for everything that you can see, they, you know, maybe couldn't 238 00:17:30.339 --> 00:17:32.940 even even have done it better. You've done exactly what you needed to do 239 00:17:33.339 --> 00:17:37.339 to serve your company, to serve excomponent of your business up until here, 240 00:17:37.740 --> 00:17:41.940 and take a second to recognize and appreciate what they have done already. The 241 00:17:42.059 --> 00:17:47.970 difference between doing this and reinforcing this emotional need within your buyer and not doing 242 00:17:48.089 --> 00:17:52.690 this could be the difference between we both gave the best sales presentation we could 243 00:17:52.730 --> 00:17:56.650 have, but that that group felt better, we feel better moving forward with 244 00:17:56.730 --> 00:18:00.119 that company. Yeah, absolutely, Man. I love what you're talking about 245 00:18:00.160 --> 00:18:03.559 here in thinking through the certainty that we delivered to our buyers. You know, 246 00:18:03.640 --> 00:18:08.359 we've talked about in the way that that you convey your message. Think 247 00:18:08.359 --> 00:18:12.750 about your body language, think about those facial expressions, think about how you 248 00:18:14.029 --> 00:18:18.910 deliver references and make it that and easy, seamless process for your prospects, 249 00:18:18.190 --> 00:18:22.710 how you manage a meeting and those things like that. Rick, this has 250 00:18:22.750 --> 00:18:25.789 been a great conversation. Man, if people want to follow up with you, 251 00:18:25.990 --> 00:18:30.500 engage more with some of the the content from National Association of sales professionals. 252 00:18:30.579 --> 00:18:33.619 What's the best way for them to reach out to you or stay connected 253 00:18:33.619 --> 00:18:37.140 with you, guys? Man, yeah, absolutely highly recommend just going to 254 00:18:37.420 --> 00:18:42.809 NASPCOM. So that's national ASSOCI siation of sales professionals and a spcom, and 255 00:18:42.930 --> 00:18:48.890 it will be very obvious how to join. We have a complementary membership, 256 00:18:48.690 --> 00:18:52.289 so joining that membership will put you on our mailing list and keep you up 257 00:18:52.289 --> 00:18:56.440 to date of all of the the various master classes and all the value that 258 00:18:56.519 --> 00:19:02.160 we're offering. You'll also get access to the seller style assessment, which is 259 00:19:02.240 --> 00:19:06.720 an assessment specifically designed to find your gap. So we do an analysis of 260 00:19:06.799 --> 00:19:11.230 your current selling style and your ideal selling style and give you some feedback and 261 00:19:11.430 --> 00:19:15.789 coaching on where your next area of sales growth is. That will also give 262 00:19:15.789 --> 00:19:22.670 you access to our daily sales success program a complementary daily habit enforcing program as 263 00:19:22.750 --> 00:19:26.740 well as you will find out about everything else that we do with the Association 264 00:19:26.940 --> 00:19:30.339 by joining. Awesome, man. Well, this has been a fun conversation. 265 00:19:30.420 --> 00:19:33.420 Thanks so much for joining me on the show today. Man, my 266 00:19:33.579 --> 00:19:38.650 pleasure to be here. Thank you for having me. We totally get it. 267 00:19:40.049 --> 00:19:42.450 We publish a ton of content on this podcast and it can be a 268 00:19:42.529 --> 00:19:47.569 lot to keep up with. That's why we've started the BB growth big three, 269 00:19:48.009 --> 00:19:52.170 a no fluff email that boils down our three biggest takeaways from an entire 270 00:19:52.329 --> 00:19:56.759 week of episodes. Sign up today at Sweet Phish Mediacom Big Three. That 271 00:19:56.920 --> 00:20:00.039 sweet PHISH MEDIACOM Big Three