The Audible-Ready Sales Podcast Competing Against “Do It Internally”
Feb 21, 2023
John Kaplan, a sales effectiveness expert, explains how to beat the common rival of internal builds. He walks through prepping discovery with trap-setting questions. He shows how to embed differentiation into requirements and influence decision criteria. He covers reading the customer’s political landscape and staying persuasive without sounding superior.
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Use Trap Questions To Expose Internal Limits
- Do prepare discovery with trap-setting questions to make buyers admit the internal solution's shortcomings.
- John Kaplan advises getting them to stand in their moment of pain so they conclude the internal approach won't work.
Tie Differentiation To Negative Consequences
- Do link your differentiation to negative consequences if absent and push the "so what" of not having it.
- John Kaplan says follow the pain deeper so buyers come to their own conclusion that they need your differentiation.
Embed Differentiation Into Decision Criteria
- Do build your differentiation into the required capabilities and decision criteria for every opportunity.
- Rachel Klepp-Miller and John Kaplan recommend using the mantra to ensure measurements and criteria favor your solution.