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Episode 93 of 133

Sales Expert Michael Bosworth on Top Things Great Salespeople Do: The ROI Online Podcast Ep. 93

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The ROI Online Podcast
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Duration: 44:57
What are the secrets to successful selling? In this episode of the ROI Online Podcast, sales expert and author Michael Bosworth talks about how emotional connection, the power of story, and building trust between people can impact your bottom line and make your business more successful. Michael is a
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What are the secrets to successful selling? In this episode of the ROI Online Podcast, sales expert and author Michael Bosworth talks about how emotional connection, the power of story, and building trust between people can impact your bottom line and make your business more successful. Michael is a sales expert, entrepreneur, and the author of 3 books that can help you become a better leader. He’s the founder of Story Seekers, a human-to-human communications framework that is built on the philosophy of understanding and connecting before influencing or moving others into action.It’s hard to achieve great results for your organization’s sales, marketing, and customer experience. But if you build a framework that helps you connect and build trust with your team and customers, your business can thrive because of it. Among other things, Michael and Steve discussed:Michael’s back story and why he became a salesperson The power of having a good story behind your product/serviceWhy emotional connection and trust are so important The best sales tips from his book: What Great Salespeople DoScale your business by having Buying Facilitators instead of SalespeopleThe importance of creating curiosity for your customers How making your customer the hero can help your organization succeed and stand outYou can learn more about Michael here:Follow Michael on LinkedIn You can learn more about Story Seekers here:https://www.customerheroselling.com/Read the books mentioned in this podcast:The Golden Toilet by Steve BrownWhat Great Salespeople Do by Michael BosworthCustomer Centric Selling by Michael BosworthSolution Selling by Michael BosworthThinking of starting your own podcast? Buzzsprout’s secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)
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So when When you started realizing this story solution this way of using stories. Um, what kind of resistance did you get from people that you wanted to train to apply it? Because I have attempted this a little bit. And, you know, these oilfield guys are going like, No, you don't know who we're talking to. They they don't care that all they care about is price. They don't care about story. What do you say to that, Michael? Well, basics are people buy from people and you're only competing on price when they don't have a personal relationship with somebody. And, yeah, if you're competing on price, that's a shitty life. I'd go find a new company to represent. You know, that's the buried headline right there. If you're competing on price, then that's because there's not a personal relationship established. One time I I heard this great quote, and I don't know who to credit it, too. But it's like people buy you first before they buy what you do or what you're selling. Absolutely. That's why my little 62nd customer hero story, when I was 28 years old, filled my pipeline at one story
So when When you started realizing this story solution this way of using stories. Um, what kind of resistance did you get from people that you wanted to train to apply it? Because I have attempted this a little bit. And, you know, these oilfield guys are going like, No, you don't know who we're talking to. They they don't care that all they care about is price. They don't care about story. What do you say to that, Michael? Well, basics are people buy from people and you're only competing on price when they don't have a personal relationship with somebody. And yeah, if you're competing on price, that's a shitty life. I'd go find a new company to represent. You know, that's the buried headline right there. If you're competing on price, then that's because there's not a personal relationship established. One time I I heard this great quote, and I don't know who to credit it, too. But it's like people buy you first before they buy what you do or what you're selling. Absolutely. That's why my little 62nd customer hero story, when I was 28 years old, filled my pipeline at once.
Yeah. You know, when you hear it talks about ask Ask your visitor to identify with a proven vertical market for your offering, and this is what we're talking about, helping them segment themselves on your website. Talk to us more about this. Well, sometimes we don't have a job title Pierre Envy, but we've worked with sports teams or we've worked with hospitals, or we've worked with banks or insurance companies. Ideally, we can connect on two levels. Industry and job title. Before we bring out our stories, we have a higher chance of developing pure curiosity if I've not only worked with other CFOs, but I've worked with other CFOs of hospitals, so it's just it's an additional connecting point. You know, my good friend Will Leeches, author of a book called Marketing to Mind States and in his book he talks about. And what you're facilitating here is that the folks that show up in these buyer roles are in a state of mind. They're approaching this decision process in a common state of mind. Not necessarily. You know, I'm 55 years of age and I have two kids and not that demographic, but I'm approaching this problem in the state of mind and to be able to connect with them and actually, um, put your content on your website to communicate that decision process from that state of mind makes them feel safe. And it makes them feel understood. Yeah, and then we find it. It's about 50 50. Some people are more curious if you're a CFO 50 50 that you're going to be curious about what other problems other CFOs have solved. Or would you like to hear what other CFOs are saying about how they like our product? So we go Either way, you can have it. So if if they're curious about a customer usage statement, then I say, Would you like to hear the story of the customer who said that if they're curious about a problem solved, I said, Would you like to hear the story of the person who solved that problem? In either case, they're the first step from not looking to looking is curiosity
mhm. So what do you say to people? Go, Michael, you're You're manipulating people here. What is your answer for this? Well, then they're volunteering to be manipulated. In other words, there we are leaving the buyer in control. If you look at basic human needs like air, water, food and shelter, the next one for people is to feel in control. And the number one when they do surveys of why people hate salespeople. The number one reason is pressure. We I don't like feeling pressure. So we are letting the buyer. I've been challenging salespeople forever to change the title on their business card from account executive or whatever to buying facilitator. I'm here. It has won a person is What do you mean, buying facilitator? And you say, Well, I know you don't want to feel sold, and I don't want to act like a regular sales person. I want to help you buy. And if you don't want to buy, I'm gone. So I'm a buying facilitator. You know, what I like to do is I think it's important that they feel like, Look, I'm wanting to support you in your process here. You're investigating a solution. You're trying to come up with something to help you over a hump. But I just want to make sure we have a good fit. And we may or may not be what you need, but at least you're going to leave here with more understanding than he arrived with. Absolutely. Yeah, well said.
Yeah, Awesome. We're talking with Michael Bosworth. He's his website is customer hero selling dot com. He's the author of three excellent books on sales. What great salespeople do customer centric, selling solutions selling. And we're learning right now about the power of story. And I always say, Michael, that our brains crave information that's packaged in the format of story. It's how we pass on information our brains are. They've never changed. They're still 1.0. And even though the world has changed, our brains haven't changed. And that's why story is so powerful. I love that you started to package this a long time ago in a way for people to take advantage of how we grow up and expect information to come to us. And that's in the form of stories. Well, you know most of our clients when when we first call on them, they say, Oh, well, we've got lots of success stories around our website. Check them out that when whenever we investigate, turns out the sales people are not using the stories in their own website, and that's because they weren't built for Those stories weren't built for conversations, and so one of the things we do in our workshops because we have each salesperson take a story, a case study or whatever they call them on their website and convert it into a conversational 62nd story that they can tell conversationally just with bullet points for each of the segments of the story. Because as soon as have you ever noticed when a newscaster is reading from a teleprompter that there's no real connection because they're in their left brain? And if a sales person is trying to memorize a fully written out story with punctuation and they're in their left brain, I think, Oh, did I miss it? You know? And if we get them into their right brain with just a few bullet points for each key piece of the story now they're making eye contact and they're having a conversation. And the difference in connection is huge in the way they deliberate
so in your book what great salespeople do. What are the top three things that great sales people do? And I would assume lead with the story is one of them. Well, it's actually they have three stories in their quiver. They have a customer hero story. They have their personal story of why they do what they do. And then that personal story, the struggle. There has to be their own personal struggle and career. So the person buying from from them comes to the emotional conclusion that they have character, that they keep their promises, that they fall down, they can get up. You know, the third story. It's who I represent story, which is the story of their company, their founder, their company, mission, etcetera. And if you think about how people buy in most cases the beginning of the bicycle, they aren't even looking. So we have to get them from not looking to looking. We have to trigger pure curiosity. We have to trigger trigger pure envy. That's phase one. Now, phase two. Now you're going to do a demo. Now they have a mind vision. Can you really replant re plan this complex factory overnight. Now the techies go in and demo their hearts out and typically in the middle of the self cycle, when the when the potential clients is looking at details. Now you go to lunch and they say So, Steve, how do you get into this business? They expressed some curiosity. So we have that second story all locked and loaded, ready to go with the story arc with a setting, a struggle, a turning point in a resolution and then in Phase three. Now they say, Yeah, it'll work. Now we have a transition plan. Now we know how we're doing education, etcetera as an hour in pitching the sea levels. They get the CFO to sign off on this big deal and the C level people in the streets say so. We've never heard about your company before. Who are you? And now you tell that company story that shows that your company has character. Your company keeps their promises. Your company takes care of their customers etcetera, and it's basically those three stories locked and loaded in great salespeople, and they do it intuitively. But only 20% of sales people are great. The other 80% need a model to follow
every so in your book what great salespeople do. What are the top three things that great sales people do? And I would assume lead with the story is one of them. Well, it's actually they have three stories in their quiver. They have a customer hero story. They have their personal story of why they do what they do. And then that personal story, the struggle. There has to be their own personal struggle and career. So the person buying from from them comes to the emotional conclusion that they have character, that they keep their promises, that they fall down, they can get up. You know, the third story. It's who I represent story, which is the story of their company, their founder, their company, mission, etcetera. And if you think about how people buy in most cases the beginning of the bicycle, they aren't even looking. So we have to get them from not looking the looking. We have to trigger pure curiosity. We have to trigger trigger pure envy. That's phase one. Now, phase two. Now you're going to do a demo. Now they have a mind vision. Can you really replant? Re plan this complex factory overnight. Now the techies go in and demo their hearts out and typically in the middle of the self cycle, when the when the potential clients is looking at details. Now you go to lunch and they say So, Steve, how'd you get into this business? They expressed some curiosity. So we have that second story all locked and loaded, ready to go with the story arc with a setting, a struggle, a turning point in a resolution, and then in Phase three. Now they say, Yeah, it'll work. Now we have a transition plan. Now we know how we're doing education, etcetera as an hour in pitching the sea levels. They get the CFO to sign off on this big deal and the C level people in the streets say so. We've never heard about your company before. Who are you? And now you tell that company story that shows that your company has character. Your company keeps their promises. Your company takes care of their customers etcetera, and it's basically those three stories locked and loaded in great salespeople, and they do it intuitively. But only 20% of sales people are great. The other 80% need a model to follow
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