The Audible-Ready Sales Podcast When You Can’t Close Deals
Jul 16, 2024
John Kaplan, a sales leader and revenue enablement expert, shares practical advice on sales fundamentals. He talks about mapping deals to revenue, cost, and risk. He explains confirming buyers see business impact and engaging the right stakeholders. He shows how to link technical pain to business consequences to create urgency.
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Tie Every Value Claim To Revenue Cost Or Risk
- Buyers only care when your solution increases revenue, decreases costs, or mitigates risk.
- John Kaplan says if you can't map your offering to at least one of these economic impacts, that explains why deals stall.
Introduce Impact Language Or Add The Right People
- Don't assume a contact's language equals decision influence; introduce impact language if they don't use it.
- Either teach cost/revenue/risk framing to that buyer or broaden the conversation to include people who do care about those impacts.
Multi Thread To Build A Collective Yes
- Multi-thread accounts to assemble the 'collective yes' across economic, technical, and implementation stakeholders.
- Rachel Klepp-Miller emphasizes including the CFO and technical implementers so interests map to the right decision makers.