Kevin "KD" Dorsey on why every VP Sales should love copywriting, understanding how people buy, how to interview your customers, and why he hates the sales deck

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Apr 11, 2022

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ANECDOTE

Monthly Live Email Writing Sessions Improved Outcomes

Anecdote: Dave Gerhardt ran live monthly copywriting sessions with 30 sales reps to write email openers together.
Those sessions improved companywide emails and strengthened relationships between marketing and sales.

ADVICE

Ask Six Questions To Learn Why Customers Buy

Do interview 20+ customers with a short script of six questions to extract buying reasons and objections.
KD's six: Why did you buy; what problem were you solving; what were you afraid of; favorite part; what's changed most; how you'd describe us to a peer.

INSIGHT

Speak Prospect Language To Build Instant Rapport

Insight: Matching prospect language builds instant rapport and reduces subconscious friction.
KD shows that using unfamiliar marketing-speak like "innovative" or "all-in-one platform" triggers prospect discomfort and rejection.

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Kevin "KD" Dorsey (Practice Lead: Sales Leadership at Winning by Design) joins Dave to talk about his experience as a B2B SaaS VP of sales, the power of understanding how people buy, why he loves copywriting (and some of the exact email scripts he uses), the six questions he asks when calling new customers, his opinion on the sales deck, and why he'd work in marketing if he wasn't working in sales.

Follow Kevin: https://www.linkedin.com/in/kddorsey3/
Follow Dave: https://www.linkedin.com/in/davegerhardt/

Be a part of the Exit Five B2B marketing community at exitfive.com

This episode is brought to you by Metadata: https://metadata.io/

Metadata helps demand gen. marketers automate paid campaigns and drive more revenue. Learn why more B2B SaaS companies are using Metadata to grow revenue at Metadata.io.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more