Salespeople have a difficult job. Not only do they have to meet their regular quotas, but they must deal with difficult prospects and demanding managers. That being said, there are steps you can take today to become a more effective and persuasive salesperson. In this episode of Connection Loop, Dubb founder Ruben Dua sat down with Keenan to speak about sales in today’s world. Among the insights that you’ll hear in this episode include: 

  • The simple truth of sales is that people don’t necessarily care about you, your product, your service, or even your company. Instead of that, people care about outcomes. They care about the things that they are trying to achieve. Keep this in mind as you are prospecting and conversing with potential customers. 
  • Salespeople think that the interaction is about them because it’s easy to default to the product or service. In other words, they see themselves as an extension of the product or service. Salespeople should resist this temptation and put all of their focus on the person coming in through the door. 
  • Empathy is a hugely important trait in becoming a successful salesperson. You need to step into the shoes of your prospects and think about what your product or service enables in their life today. While it can be difficult to stand in their shoes and determine what they really want, it’s a necessary step in the process. 
  • While we often focus on selling to a customer, “selling up” is equally as important. Here, you need to rely on your sales skills to convince your bosses or superiors to experiment with new tools or strategies. Again, it’s about showing how your bosses, and the company as a whole, will benefit from the product, service, or method that you are pitching.  
  • All of us assess our current state, evaluate our future state, identify the gap, and think about the desired outcome. Gap selling teaches you to sell in alignment with how we buy and how we decide. No matter the product or service you’re selling, remember and leverage this universal framework. 

This is a great episode for listeners that want to become more effective salespeople. Even if your day-to-day career doesn’t involve sales, there are plenty of insights here that can make you more persuasive. Enjoy the episode!

Keenan is the CEO, President, and Chief Antagonist of The Sales Guy. At The Sales Guy, Keenan and his colleagues offer consulting, recruiting, and speaking services to their clients. Ultimately, the company leverages 21st-century methodologies, tools, and approaches to help their clients accelerate revenue and reach their revenue goals. Along with his work at The Sales Guy, Keenan is the author of Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing, and Price.

Want to learn more from Keenan about why your customers and prospects don’t care about salespeople?

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Connection Loop is a podcast hosted by Dubb Founder, Ruben Dua. The show focuses on the stories of leaders, innovators, and friends — all in a conversational format. This show is brought to you by dubb.com.

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