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Episode 60 of 134

#060: David Priemer - Sell The Way You Buy: Salespeople Get The Idea of Selling Value All Wrong

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Welcome to Scale Your Sales podcast, now my next guest is founder and chief sell scientist at cerebral selling former vice president of commercial sales at Salesforce and also to the best-selling book Sell The Way You Buy. I had listened to David on another podcast that sells evangelist, and I was so impressed. I immediately brought the book and contacted him on LinkedIn and invited him onto the show you're in for a real treat welcome to Scale Your Sales podcast David Priemer. David, now I've got to say. First, I love the titles some of the titles in your book it's really enticing, trouble at the happiest place on earth. Brilliant love it. Yeah lots of people, especially you read on amazon, and you read like the table of contents they're like this sounds like a good book. It's funny how you say that people just like the titles. Surprisingly they didn't change very much during the editing process that I guess the editor liked them as well, so I'm looking forward to having you dive in. It really encompasses what you say. It has to be attractive to the customer. You have to add value but seduce them into it so well done.  They say you shouldn't judge a book by its cover, but apparently, people do so you gotta have a good cover. Not to unnecessarily get into this too quickly but for example, like a sales pitch, people think oftentimes the purpose of a sales pitch is to communicate the sum total of the value you can add. But it's just like a headline in a newspaper article, it's just to get you to read the first sentence, and the first sentence is to get you to read the second sentence and so everything is cumulative. The pitch the cold call tactic is just to draw you in to earn the right to continue the conversation. Tell me a little bit more, there are various concepts that I haven't really heard from other people in the way that you explain it. One is the perception of value, and the other is emotional pathways. I'm going to dive right in so perhaps you can enlighten us? For sure, well this concept of value as sales leaders and I understand there's a lot of sales leaders listening to this show. Oftentimes we go out, and we tell our sales teams to go out and sell value, and this was our battle cry working at Salesforce for five years. This is what we would tell our reps, but the problem is a lot of people confuse the idea of value with ROI or return on investment. When we say as leaders go out and sell value, it really means go ahead and tell the customer that they spend money with us but they will either make more money or they will save more than that money, and there's a business case to be made. That's what we mean by selling value, but the word value by definition, the former is an objective statistic, right? It's something we can calculate and put in a box, value proper is a subjective feeling and this, if you think it. You're sitting there listening to this podcast, and you ask yourself, what's something that you spend money on that another person would look at and say that's ridiculous I don't know why she's spending money on that thing, right? So that's the concept of value, it's discretionary. It's a subjective feeling even when people say well that doesn't apply in b2b customers don't buy based on feelings. First of all, I will go toe-to-toe with anyone, any day that says feelings don't play, real feelings have 100% a roll. Have you ever heard the phrase Janice, no one ever got fired for buying IBM? Whatever the big gorilla in your space is. no one What does that mean? Does IBM have the best solution? Does that mean that IBM has the most return on investment for what we're spending? What does it mean when I say no one ever got fired for buying IBM "It's the perceived lowest risk." That's right! Now that's important if the risk is something you value, right? If you're saying well I don't want to buy a product from this startup which I've never heard of before the small company. There's a high perceiver of I'm not going to get fired if I buy it and it doesn't work. I'm going to get fired. No one ever got fired from buying IBM. It's saying I care about risk. We all know that a lot of these small startups and fledgeling companies do manage to attract buyers because those buyers align with the value of working with that company. They're more agile; they influence the product roadmap, the customer service, is better whatever it is because that's what they value. Value and ROI completely separate things. The idea is, if you want to be successful in sales, you have to sell to the things that your target customer values, not the ROI. The processes are understanding by discovery questions what that is and weighting it as well, so what is number one and why. You go into a lot about why. It's funny when we get on our discovery calls with our customers here's the problem because we see this all the time. You get on a call with your customer you have a lovely conversation you