Never Talk About Your Competition

This week I shared an interview with Andrew Plato. We first met when he was running a security VAR in the Pacific Northwest. After growing the business, pivoting to their own product offering, and growing that business, he sold his stake in the business to pursue the next adventure.

After 25+ years as the chief evangelist, business owner, author, and key note speaker, Andrew had some knowledge to share!

Topics included:

• Jumping into the sales pitch too early
• Avoiding the focus on the competition
• Never play your competitors game, especially as a smaller company
• Selling outcomes vs. the product (Avoid the product matrix analysis)
• The best salespeople are the best listeners

This last point really resonated with me.

Be A Spy

Andrew talked about being like a little spy. How do you get your customers to open up share their secrets?

Many of you are selling some technology products and working with technically savvy customers.

If you want your tech savvy buyer to shut down, prematurely jump into your sales pitch.

If you want to focus on outcomes, zip it, listen, and learn.

We all know that being a better listener is good, but how do you do it?

The best sales professionals start by asking great questions. Questions that can get them to talk about their concerns, worries, and pain. As this happens, they do an even better job following up on specific points with even better follow-up questions.

Back to the spy reference. Andrew shares an example of using the same techniques that intelligence professionals use when gathering information. It’s not innovative but executed extremely well.

Check out the full interview with Andrew at the High Tech Freedom Podcast with Chris Freeman.

Apple, Spotify, Google, or YouTube

Until next week, make this your best week ever.

#hightechfreedom

#podcast #salespodcast