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In this episode of Sales Made Easy, host Harry Spaight introduces the renowned author and sales specialist, Lee Salz. With his books "Sell Different" and "Sales Differentiation" as the backdrop, Lee shares his insights on how to sell differently and win more deals.
- What is Sales Differentiation?: Lee explains that while it may be challenging to differentiate the product or service being sold, it is limitless to differentiate how sales is conducted. By focusing on every stage and step of the buying journey, sales professionals can find meaningful ways to stand out from the competition.
- The Power of Emotional Engagement: Lee emphasizes that buyers make decisions based on emotions and justify them with logic. However, he highlights a common gap between this understanding and the actual execution in sales calls. Lee draws a parallel with compelling storytelling techniques used by trial attorneys to provoke emotional reactions from jury members.
- The Discovery Stage: Harry raises the issue of traditional discovery processes feeling like interrogations for prospects. Lee suggests reframing the concept as a consultation, where the objective is to make the prospect feel wiser after spending time with the salesperson. He emphasizes the importance of understanding the buyer's needs and aspirations.
- Making Consultations a win for the prospect: Lee advises sales professionals to focus on creating a positive and informative experience for the buyer. He encourages salespeople to put themselves in the buyer's shoes and consider how they can provide value during the consultation.
- Final Thoughts: Lee shares his rule for writing books: he only writes a book he would personally sit down and read. He emphasizes the importance of delivering content that is actionable, tactical, and relatable to the reader. Harry and Lee conclude by highlighting the significance of emotional connection and differentiation in driving sales success.
Lee Salz is an internationally renowned sales management strategist, bestselling author, and award-winning speaker specializing in building world-class salesforces. He has written six bestselling business books, including Sales Differentiation and Sell Different!, which have been called “the one-two punch” every salesperson needs to differentiate what and how they sell to win more deals at the prices you want.
Find Lee here on Linkedin https://www.linkedin.com/in/leesalz/ and https://salesarchitects.com/
Stay tuned for the next episode of Sales Made Easy, where we delve into more strategies and insights from industry experts. Don't forget to check out Lee Salz's book, "Sales Differentiation," for even more sales wisdom.
Thank you for checking out the Sales Made Easy podcast brought to you by Selling With Dignity.
I'm your host Harry Spaight and bring to you some 25+ years of sales and sales leadership experience in the hyper-competitive arena of office technology sales. I will be chatting with business owners and sales leaders that share their insights about growing their businesses and topics that will be of value. I will sprinkle in a little humor where we can fit it in because life is too short not to have a few laughs along the way.
Look for me on LinkedIn at https://www.linkedin.com/in/harryspaight/ and you can download a few chapters of Selling With Dignity here: https://sellingwithdignity.com/the-book/
Speaker 00:00:02
Hey. What is the good word? Today, you are in for
Speaker:a really special treat, folks. I have a
Speaker:great author, sales, sales
Speaker:specialist, sales sage, if you will,
Speaker:That would be Lee sells. He is the author of
Speaker:sales differentiation and sell different
Speaker:phenomenal books. I've read sales differentiation with the
Speaker:sales team a number of years ago, and it just helped the
Speaker:sales grow. And it's is so awesome in the in what
Speaker:Lee talks about. Highly recommend the books, but even better, we've
Speaker:got them here today. Lee solves, what is the good word?
Speaker:It's all good, Harry. Thanks for having me on the show. Oh,
Speaker:it's so great to see you here. So Lee, tell me what
Speaker:does sell different mean to you.
Speaker:What a great way to start the conversation. So as you
Speaker:mentioned, my 2 book sales different. You know,
Speaker:the first half of sales differentiation is differentiating
Speaker:what you're selling. And of course, there's limits to that. Right? There's only
Speaker:so much you can do to differentiate that widget. But when we
Speaker:look at differentiating how we sell The
Speaker:opportunities are limitless. When you look at every
Speaker:stage, every step of the buying journey,
Speaker:and challenge yourself with this question. What is it that I can
Speaker:do different than the competition that my buyers will
Speaker:find meaningful. It can't be different for the sake of difference. I mean, I could
Speaker:have come on here, Harry, where are my wife's speech at? I'm sure you haven't
Speaker:had a guy who told me to do that. Would it be for not necessarily
Speaker:meaningful to our audience. And so the the whole
Speaker:foundation premise of all of the sales differentiation is to win more
Speaker:deals prices you want. And we look at
Speaker:sell different. It's looking at a buying journey. For
Speaker:example, the experience of buying a experience, how someone's buying
Speaker:from you. You know, we we look at those who we conduct
Speaker:business with. There are those who we say, well, I love conducting business
Speaker:with them. and others, not so much. And price isn't
Speaker:the reason. It's how they
Speaker:make us feel. when we're conducting business with them.
Speaker:For example, my my dad passed away in
Speaker:December. and he was had an
Speaker:accounting background always did his taxes. And so this year, we
Speaker:used, a friend in my mom's neighborhood,
Speaker:CPA, to to do their taxes. And
Speaker:he did a fine job. No issues with that. but
Speaker:so snarky. Every time you talk with him, he made you feel like
Speaker:an idiot. So he's fired. We're not using him anymore.
Speaker:Not because of the job he did, but how he made us
Speaker:feel when interacting with him.
Speaker:So those are all examples of what I'm referring to when you look
Speaker:at how you sell different. it's so
Speaker:good. as I was reading, pieces of your
Speaker:book here, parts and pieces and pages, it's
Speaker:hard to put it down. because it is just jam
Speaker:packed. I mean, the how to guides this
Speaker:strategy, the tactical awareness of
Speaker:what you have written in your book is so good. And I highly -- You're
Speaker:very kind, but, Harry, I'm gonna let you in a little secret. Okay. I haven't
Speaker:shared this on another podcast. I hate to read.
Speaker:I hate it. I didn't say it'll do it. I do it religiously. but
Speaker:I fundamentally hate it. I don't do it for enjoyment. So here's
Speaker:my rule when I write a book. I won't write a book that I
Speaker:personally wouldn't sit down and read myself. Oh, beautiful.
Speaker:So I I appreciate your kind words. Yeah. It's sort of like a speaker.
Speaker:Any speaker who is forcing an audience to listen to speak also sit in the
Speaker:audience and listen to them speak. Right? Very true. Very true.
Speaker:That will get rid of the, 10 point fonts and,
Speaker:the 80 slide. So That's exactly right. Right.
Speaker:So this whole thing about how people
Speaker:feel, I think, is often missed in self
Speaker:where people who are selling worry about what they're going
Speaker:to say. They're worried about getting the sale. They're worried
Speaker:about what is the closing strategy here
Speaker:and all along throughout the whole selling cycle, if you
Speaker:will, they're not thinking about the most important person. what's
Speaker:your thought on that? Well, I'm gonna share with you that this is unique
Speaker:to me. You ready, Harry? Yes. I'm ready. buy on a
Speaker:motion and justify their decision with logic. That's my thing. No.
Speaker:That's been around since the beginning of sales. If you've been in sales for
Speaker:5 minutes, you've heard that expression. Exactly. But if I recorded
Speaker:a 100 sales calls and I looked for that
Speaker:in motion that people are the salespeople are using
Speaker:emotion in that sales call. Maybe
Speaker:one out of that 100, would you be able to tangibly experience
Speaker:that emotional transformation. Doesn't happen.
Speaker:And and I got to think, well, why doesn't doesn't don't sales
Speaker:people do that? And and there's couple of reasons, I think. One is
Speaker:they buy into it and they forget. By the way, I need to have that
Speaker:here. Everything is around factual conversation.
Speaker:where they genuinely don't know how to do it in an appropriate fashion.
Speaker:I think that's that's a part of it as well. I'm working
Speaker:on a new book focused on the discovery stage of the sales
Speaker:process, that first consultation, And the
Speaker:other day, I was thinking about my favorite show,
Speaker:lawn order. Did you ever see lawn order? Yes. Yeah. Well, there was
Speaker:this episode. Well, there was an episode
Speaker:where the district attorney is talking to the prosecutor.
Speaker:And he said, here's the problem with your case. It's
Speaker:all fact and no heart. The jury isn't buying it.
Speaker:I'm like, oh, that's really interesting. So
Speaker:I got to thinking, I'm like, I wonder how attorneys
Speaker:It was a launching in the courtroom to affect jury decisions.
Speaker:So it was research in my new book I've interviewed a judge,
Speaker:a prosecutor, a trial attorney
Speaker:and someone who trains trial attorneys.
Speaker:Wow. And I've been amazed at some of what they've shared.
Speaker:For example, firefighters on the witness stand.
Speaker:We're not just asking factual questions or saying, what did you
Speaker:smell when you went to that went into the house?
Speaker:How hot was it? They want the jury to feel
Speaker:like they are with the firefighter in that house.
Speaker:They wanna experiencing it so that they will
Speaker:ultimately make the decision that they want him to make.
Speaker:Wow. So they're which really brings trying to
Speaker:understand your customer and your prospect to a whole different
Speaker:level because they're doing that with twelve people in essence is what
Speaker:you're saying. is they're trying to figure out what appeals to them and how they
Speaker:have to approach their. Okay. Yeah. You're talking about committee
Speaker:selling. gotta get every one of them turn their key. It's not a majority. You
Speaker:gotta get them all. Yeah. That's
Speaker:great. What was your So they are leveraging a motion as a part of it.
Speaker:And and it's it's fascinating because they're doing exactly what salespeople
Speaker:need to do when when they're selling. Only they have to get
Speaker:a dozen, yes, is we may need to get a couple, not a
Speaker:necessarily a dozen. Yeah. You're --
Speaker:And their and their whole focus is on the emotional journey.
Speaker:Yeah. Really good. The thought I this
Speaker:is making me think about is the this
Speaker:idea of discovery. When you're interviewing,
Speaker:right, then -- Yep. -- sometimes that can be pretty
Speaker:painful for the prospect. because they
Speaker:they it's like an interrogation at times. I've sat through some of these. I'm
Speaker:like, oh my god. I'm looking at my watch and trying to crawl underneath
Speaker:the desk. and sit on the same side as the buyer.
Speaker:so what's your thought about making that more pleasant?
Speaker:I don't know if it's necessarily the word pleasant. Okay. But here
Speaker:here's the problem with the word discovery. What sounds people think
Speaker:about with Discovery is questions they're gonna ask,
Speaker:information they're gonna share, qualify, and differentiate. Right? That's that's the core
Speaker:of what they're gonna do. very few ask
Speaker:themselves this question. There's a person on the other side of
Speaker:the desk and out of this interaction with me.
Speaker:How do they become wiser as a result of spending time with
Speaker:me? So I prefer the expression consultation
Speaker:If you were going for a medical medical consultation, let's say you had a knee
Speaker:injury, you would go there expecting to answer some
Speaker:questions, wouldn't you? Exactly. Right?
Speaker:But you're expecting to come away from that consultation with
Speaker:information. that you're wiser so that
Speaker:you can make informed decisions. If
Speaker:we had that approach in sales, prospecting would be
Speaker:so much easier. Everyone would take a meeting from us because
Speaker:what you're gonna meet with me? Wow. That's great because they know
Speaker:they've become wiser about their circumstances who's spending
Speaker:some time with me. that everybody knows
Speaker:just about every interaction you have with a salesperson is egocentric. I'm
Speaker:gonna ask some questions. I'm gonna tell you about our stuff. in an
Speaker:immediate proposal. Completely
Speaker:egocentric, but if we take it from the other side and we
Speaker:challenge ourselves with this question, What is the person that you're
Speaker:meeting with get out of this meeting? And do you know what the most common
Speaker:answer I get, Harry, when I ask salespeople that? A
Speaker:deafening silence.
Speaker:Hadn't thought about that. Well, you start
Speaker:making that the forefront, and that changes how you
Speaker:prospect, and it changes what you experience
Speaker:during that interaction. When someone feels like
Speaker:they're gonna learn something from you, because one of my
Speaker:favorite questions asked salespeople, Who knows more
Speaker:about the world of potential solutions in your industry? You
Speaker:or the people you sell to. Not one person's ever said to
Speaker:me, oh, the the the people I sell to know much more about the world
Speaker:of potential solutions in my industry. It's never
Speaker:happened. So you absolutely know more than they do
Speaker:about your world of potential solutions.
Speaker:But if you come in there with an egocentric approach and you're
Speaker:just gonna lecture and and ask the questions so that you qualify
Speaker:them, They're not gonna feel like they've come away from this
Speaker:interaction saying, boy, this was a great investment of my
Speaker:time. Right. Very rarely you
Speaker:get someone saying that about a sales experience. This was a great
Speaker:investment. Notice I didn't say use. in investment of my
Speaker:time. And why do you use investment of your time there
Speaker:instead of use? Because investment me like, when you
Speaker:think of how busy people are, you know, we we're meeting with
Speaker:executives most often, they don't have minutes to waste.
Speaker:They can't use minutes. They have to invest minutes. So when you decide
Speaker:to invest those minutes with me, your expectation
Speaker:is you're gonna come away wiser about your circumstances.
Speaker:Not just sit through sales pitch. That is so
Speaker:good. And this is probably a big reason why
Speaker:prospects go dark and just ghost
Speaker:people salespeople because they're not seeing any real
Speaker:reason to invest the time in them. Is what's your thought? Absolutely. I mean,
Speaker:Harry, think about this. If your expectation was just like when you
Speaker:go to the doctor, And every time a salesperson reached out to
Speaker:you, that you would come away from that interaction,
Speaker:wiser, better informed so that you can make
Speaker:wise decisions. You would take those meetings all day long. Wouldn't
Speaker:you? Absolutely. If you knew going
Speaker:to the doctor, you weren't gonna come away knowing anything
Speaker:about your circumstance. You wouldn't know what you got going on. Wouldn't know what your
Speaker:options are. I wouldn't know where to go from there. You wouldn't know where they're
Speaker:going. Right? You just say my knee hurts. It's gonna
Speaker:keep hurting. It's no point going to the doctor because the doctor's not gonna tell
Speaker:me anything. Yep. And and when I use that metaphor,
Speaker:salespeople say, well, that's different. It's a doctor. You know, they have special medical
Speaker:training. And then I come back to my question. Who knows more about the
Speaker:world of potential solutions your industry. You are the people you sell to.
Speaker:Do you want Yoda? You know stuff that they don't know.
Speaker:Yeah. This is you know, in some sales,
Speaker:I'm not going to say many, but I've seen some
Speaker:want to hold back because they think that providing
Speaker:value for their prospect is when they buy
Speaker:their stuff, not every step of the way. If
Speaker:you look at it and say, how can I provide value or give them
Speaker:something useful, if you will, at each meeting so
Speaker:that they're feeling like, hey, this lead guy, he's
Speaker:pretty sharp. He's actually helping me with my business and
Speaker:no one else is. when it comes down to having a choice to
Speaker:with whom to do business with, then you stand
Speaker:out as one who sells differently, I think.
Speaker:thoughts? So, Harry, let me ask you a question. What did you pay me to
Speaker:be on your podcast today? I I think
Speaker:0. think it's an opera that comes to mind. And for the folks watching
Speaker:this podcast, what are they paying to watch it? 0
Speaker:again. Okay. So you may be saying to yourself, no. Wait a minute.
Speaker:He speaks that Lee is sharing. Isn't he risking
Speaker:consulting dollars? Right? Shouldn't that be saved
Speaker:for what he's consulting with a client and only tell those people that are giving
Speaker:him money? I mean, that's that's the same mindset that you're talking about, Harry.
Speaker:here I am freely sharing information. Why? Because
Speaker:if someone's point, Lee really has an expertise in this arena,
Speaker:me sharing a nugget or 2 is not gonna be, oh, he and he's
Speaker:throwing a nugget on Harry's podcast. So now need to hire
Speaker:Lee. I don't need to talk to him because I got the whole thing.
Speaker:So I think, the fear that salespeople have
Speaker:that I'm gonna tell too much, hurts them more than helps
Speaker:them. Yeah. So good. Hey. Can we shift gears
Speaker:a little bit? Sure. I hear this a lot about
Speaker:sales process, and sellers think that they have to put
Speaker:the buyer into a process and then they question why
Speaker:the buyer's not buying according to their process. What's your thought
Speaker:about this whole thing? So the first thing is you you say
Speaker:sales process to most sales people and they go, oh, it's down.
Speaker:And I always come back with this question. If you can
Speaker:name one company, just one that is considered a
Speaker:sales powerhouse that lets their sales people wake up in the
Speaker:morning and and let them go sell whatever way they want or flip the
Speaker:business. There isn't one.
Speaker:Any company that is considered a sales powerhouse prescribes the appropriate
Speaker:method to to sell for the company founded in process.
Speaker:Now you added a little bit of color there when you said forcing the
Speaker:buyer through this process. To me, that would
Speaker:indicate there's a flaw in the process design. If you're having to force
Speaker:somebody to go through it, there's a design problem. So I'm a
Speaker:huge proponent of having a process, but you have to make sure it's
Speaker:the right process. Beautiful. So,
Speaker:like, when I think of forcing, so an example might
Speaker:be is that some buyers, we all know that
Speaker:we've heard the data statistics that buyers are pretty far through the
Speaker:sales cycle before they actually wanna meet with salespeople.
Speaker:Mhmm. So if they're at this point where they're ready and
Speaker:they don't wanna reinvent the wheel and they've gone through 4
Speaker:different vendors, whatever the number is. Right.
Speaker:The last person comes in, and the
Speaker:buyer is like, I don't really have time for this. It was nice enough
Speaker:for me to give you a meeting, but does the seller need
Speaker:to make some adjustments there, or what's your thought? So
Speaker:I'm let's come back to the very beginning where you're talking about the statistics you
Speaker:were citing. I'm turning that number on its ear. Okay.
Speaker:And the way I'm doing that is in working with clients
Speaker:around their prospecting approach. reaching out to
Speaker:those who weren't seeking an alternative. Found it
Speaker:in this one word. I'm gonna share this word with our audience. that
Speaker:when you start thinking about it, when you say, boy, how do I how do
Speaker:I get someone to pay attention to me when I'm prospecting? The
Speaker:answer is in this one word. It's unknowingly.
Speaker:Harry, if I said you're unknowingly doing something, don't you
Speaker:wanna know what you're doing That's not necessarily what right?
Speaker:So that's the whole idea around unknowingly brings emotion into
Speaker:it because whenever we make a decision, we believe we're making a
Speaker:decision based on the full information available to us.
Speaker:And then someone comes along and says, by the way, you're unknowingly
Speaker:overpaying for groceries. Really? What
Speaker:how am I doing that? I wanna hear what you have to say. So for
Speaker:example, I have a client in the property tax space, and they found
Speaker:most companies are overpaying in property taxes. So we
Speaker:developed a prospecting approach based on unknowingly.
Speaker:the the reach out approach is we found that most companies in
Speaker:your industry or in your geography are unknowingly overpaying
Speaker:on their property taxes. What do you mean?
Speaker:That one word unknowingly is so tremendously powerful.
Speaker:And so once I hear unknowingly, I may have been in a
Speaker:passive state, but once I start learning what you
Speaker:have to say, Now I go from passive to an active
Speaker:state, and now I wanna take the conversation further.
Speaker:So I wanna be the one that's sparks, that conversation
Speaker:sparks someone to pick your head up and say, you know what?
Speaker:I need to take a closer look at this. The scenario that
Speaker:you described, you know, salespeople say I love to get
Speaker:leads. You know, you tell them that it's strictly a prospecting job. They're like, oh,
Speaker:boy. I want leads. But when you have an active
Speaker:buyer like that, a, they think they know
Speaker:everything. They feel like they've done their homework, but I'm
Speaker:yet to find any prospect that knows more than me about my
Speaker:industry. Name the industry. Right? Right. And you have
Speaker:salespeople that and they'll agree with you, but they feel that they
Speaker:do. And if you think about how the the human mind
Speaker:works, we wanna commoditize everything into a grid.
Speaker:Right? Here's my criteria. Here's where I can get
Speaker:it. Check all the boxes. and for the criteria that
Speaker:I have, who's got it for the cheapest price. Procurement does it on
Speaker:paper. We just do that naturally in our hands.
Speaker:So for those people who say they want leads, they wanna
Speaker:rethink that. I'd rather be the one that sparks
Speaker:the interest in in a topic saying, They wanna reevaluate
Speaker:what you're doing here. Maybe you're inefficient in in something. Maybe you
Speaker:didn't realize you were out of compliance. Maybe
Speaker:you didn't realize that there was a way to automate something that you're doing manually.
Speaker:You just accepted. This is this is the only alternative that I
Speaker:have. I I'm working with a client, in the filter
Speaker:space, and they're a manufacturer, and they sell
Speaker:directly to the end user. All
Speaker:of their competitors sell through distributors, which means there's another mouth to
Speaker:feed when you look at Cosmetics. So right off the bat,
Speaker:the the competition is charging more because of
Speaker:their approach to selling. So it
Speaker:can use the same unknowingly overpaying for filters.
Speaker:So freaking awesome. Right. One word. Okay.
Speaker:One word. -- know the secret for prospecting. Come up
Speaker:with that. What what do you
Speaker:know that they don't know, but need to know now?
Speaker:If you can answer that question, Your prospecting game
Speaker:will completely change. Your dance card is gonna get full
Speaker:really fast. That is such money
Speaker:lead. That's worth the way more than the price of admission here for
Speaker:you. We didn't charge anybody,
Speaker:Love it. Alright. I've got another question. Your switch topics real.
Speaker:Again, here for you. It's when the small
Speaker:business owner says, I think I need to hire
Speaker:a sales team. Mhmm. What do you say to that person to
Speaker:help them fish that out if that's true or not? And what's your thought on
Speaker:it? It's a question. Tell me why.
Speaker:Why do you think you need to hire sales team? So the first thing is
Speaker:I wanna grow my sales I've done everything online. Now
Speaker:I feel like I need salespeople because I've reached the
Speaker:pinnacle of what I can do online. So what I
Speaker:find is there are a lot of business owners that when they say I I
Speaker:wanna go hire salespeople, they wanna advocate the sales
Speaker:thrown. wanna get with I don't I don't wanna do sales. Alright. It's this
Speaker:nebulous thing. I don't I'm not really a sales person. I wanna be out of
Speaker:it. It can't outsource sales unless you figure out the
Speaker:recipe. Can't do it. And you can't just
Speaker:say I'm gonna go hire a 6 figure salesperson, and they're gonna figure
Speaker:out how to sell myself. You'll be very disappointed in the results.
Speaker:So I use a metaphor of a doctor's office for that entrepreneur
Speaker:who says I'm
Speaker:ready to start adding the salesperson in my organization.
Speaker:If you think about what a doctor's office is, it's the most
Speaker:efficient business with such clarity in the roles.
Speaker:Right? The doctor doesn't take your blood pressure. The doctor
Speaker:doesn't take your money. Those are other people, junior level people in in the
Speaker:organization. If you think about the doctor as the
Speaker:most expensive person in that practice,
Speaker:So needs to be able to interact with patients in the
Speaker:fewest minutes possible still creating a great experience for the
Speaker:patient the most minutes possible. So everybody else in that
Speaker:practice, their job is to make it so that
Speaker:the doctor can use their fewest minutes and be effective.
Speaker:Right? The receptionist, schedule that next appointment, deal with the money,
Speaker:deal with the insurance. There's practitioner take the blood pressure, take
Speaker:the vitals, weigh them, all that good stuff, the chart ready for me,
Speaker:the doctor, to do my thing. Or in most cases, the
Speaker:business owner is the doctor in this metaphor.
Speaker:Most expensive, most valuable minutes. So instead of
Speaker:saying I'm gonna hire a salesperson that I'm just gonna
Speaker:outsource this. I'm gonna hire a salesperson. Let them go do their thing, which is
Speaker:gonna be a high risk of failure. Look at the things that
Speaker:only you can do as the business owner.
Speaker:Only you have the expertise just like the doctor. Now in the doctor's
Speaker:world, it's easier because there are rules and laws that say these are the things
Speaker:that only a doctor can do. But take that same approach as a
Speaker:business owner. These are the things that only I can
Speaker:do should do. All the other things around new
Speaker:client acquisition you hire a junior level person to
Speaker:do. And if you're big enough, maybe,
Speaker:hiring 2 people to do it. And the hope is that that junior
Speaker:level person, if I can use a football metaphor, they're gonna take you from
Speaker:the end zone maybe to the 30, and you take it the rest of the
Speaker:way across the field. Over time,
Speaker:as they're working with you, maybe I can go from the end zone to the
Speaker:40 end zone to the 50. one zone to the other side of the
Speaker:field, and maybe maybe ultimately that
Speaker:person that they they've spent a lot of time with you, the organization, and
Speaker:how you work, can take it end zone to end zone.
Speaker:But if you think of the from a cost basis perspective, starting with a
Speaker:junior level person as opposed to going out and hiring a 6 figure
Speaker:person and say, here's what you're gonna do. doesn't make sense
Speaker:for that business owner to do prospecting. He needs someone else to do it. And
Speaker:if they're gonna have inbound leads, it doesn't make sense for the business owner to
Speaker:be that first conversation. Ask someone else. Make sure
Speaker:it's the right person. Key up the conversation and
Speaker:prep the chart or the doctor, the business owner so that
Speaker:they can take the conversation from there.
Speaker:Oh, it's so good. I mean, you just just really mapped it
Speaker:out nicely for those that are thinking along those lines. Really, there's no
Speaker:one better that understands their company and product
Speaker:service support is more passionate about it than the
Speaker:owner and to just pass that off to someone else and
Speaker:then hopes that you know, here's my $100,000 investment
Speaker:in sales or more. And and that
Speaker:person leaves, and you have to start all over, because the person wasn't
Speaker:succeeding or you lose patience, it's really it can be a nightmare
Speaker:and just the complete money pit, but you're really spelling out very nice Lisa. And
Speaker:is it exercise actually just with that small business owner where I'll lay
Speaker:out a chart. We'll list all the tasks associated with new client
Speaker:acquisition. And then we'll say, is this a doctor task,
Speaker:that practitioner task, even service technician's task?
Speaker:Now we gain clarity on the different roles. And we say, okay. You're the
Speaker:doctor. Here are the only things you're gonna be involved in a new client acquisition.
Speaker:This is what we need to go hire for, which, again, is a fraction of
Speaker:the cost of saying, hey. I'm just gonna go hire a salesperson
Speaker:and vote for the best at 6 figures. It's a very expensive mistake.
Speaker:Exactly. So what would you say then to the
Speaker:business owner? Like you described, says, well, I'm not really cut off
Speaker:for sales or I'm not a salesperson. What would you say to them to help
Speaker:them reevaluate? First of all, I tell them,
Speaker:first of all, every small business owner says I'm not a salesperson. I don't really
Speaker:know sales. And what I find is most of those people with the best
Speaker:salespeople because they don't realize they're doing things so
Speaker:effectively. And so I I help them to have
Speaker:some self confidence that you can play this role right here.
Speaker:Exactly. And if you're playing this role and you have other people playing the other
Speaker:roles that you shouldn't be doing. Don't have the time to do. Maybe you don't
Speaker:have the knowledge or skill set to do. They have a winning proposition.
Speaker:Very nice. And I'm yet to have any sales business owner. I'm sorry. Any business
Speaker:owner, we've talked about this doctor's approach, say, you know, I can't
Speaker:do that. because we're carving out the functions that they can and
Speaker:should do. Right. Yeah. It's perfect.
Speaker:Yeah. You bring the value, Lee, Massive value, I would say. Thank
Speaker:you very much. Did we leave anything out that you wanted to share with the
Speaker:audience of small business? Well, you don't have 16 hours, do you?
Speaker:I think we did a great job today. I think we gave him, a lot
Speaker:to work with. Awesome. And where would Pete will find
Speaker:more of your mastery, sir?
Speaker:well, first of all, you can connect with me on on LinkedIn.
Speaker:I'm constantly sharing content there. on a weekly basis,
Speaker:I I put out you've probably seen the videos on Lee's lessons. So a little
Speaker:nuggets like what we talked about here today.
Speaker:go to my website sales architects.com. And if
Speaker:you're intrigued by the books that we've talked about today, sell different sales
Speaker:differentiation, you can find them both on Amazon or wherever you prefer to buy your
Speaker:books. And Discovery, when is that coming
Speaker:out? Not until 25. Okay. 12
Speaker:25. We've got reading to do before then. You got some
Speaker:homework. Alright. That and watching,
Speaker:law and order and picking up, sales strategies from attorneys
Speaker:on TV. Amen. Great stuff, please. Bend of
