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In this episode of the Advanced Selling Podcast, Bill shares an interesting dating line he heard over the weekend.
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I mix up my healthcare provider acronyms, and we talk about removing sales friction from your sales process.
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Back at the Advanced Selling Podcast, the longest running sales training podcast on the planet.
0
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I m Bill Kasky.
0
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I m Brian Neal.
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We are glad you re here.
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We love to have you every week.
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We release every Monday morning and have gotten a lot of really great response, Brian, to our
0
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ask for candidates for the personal brand makeover series, which hits in August.
0
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And during the four Mondays in August, we re going to be interviewing and coaching live on the air, four different people who have asked to help them with their brand.
0
SPEAKER_00
And so we ve done one of those, we ll be doing the next couple, we re recording them, and I think they re really going to be good.
0
SPEAKER_00
And we re probably going to have some kind of a little download for you as well, to help you as you think about your personal brand.
0
SPEAKER_01
Yeah, so we ve had overwhelming response.
0
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People that have wanted to do this, and it s great.
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And one of the things we ve always tried to do with our listeners is stay connected and do those sorts of things.
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So these are listeners, a couple of them new, different stages of career, and a great thing to do.
0
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And so this is another benefit, I think, for you.
0
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You listeners know this, but if you re new,
0
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We like to do these sorts of things.
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We ll do it again, we think, down in the future, because we had so many people respond.
0
SPEAKER_01
We just couldn t get to all of them, obviously.
0
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But great, great program.
0
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And I think the listeners will learn a lot from the coaching sessions, from listening to those BrainMaker coaching sessions.
0
SPEAKER_00
I had something weird happen the other night.
0
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I was out to dinner.
0
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We went to a concert.
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I was telling you, I went to see the Doobie Brothers in Chicago up at a venue in Indianapolis here.
0
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Great concert.
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Doobie s, eh, they were pretty good.
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SPEAKER_00
Chicago was really, really good.
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They played for two and a half hours.
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Most of you young people have no idea.
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It s not the city of Chicago.
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It s actually a group called Chicago.
0
SPEAKER_01
No, it s the band.
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SPEAKER_00
Yeah.
0
SPEAKER_01
And Doobie s not Doobie, like Doobie, right?
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SPEAKER_01
It s not Doobie.
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SPEAKER_00
It kind of is.
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SPEAKER_00
It just depends.
0
SPEAKER_00
It kind of is, yeah.
0
SPEAKER_00
Thanks.
0
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So we went to a restaurant before, and it s called Houlihan s up there.
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Oh, yeah, yeah, of course, Houlihan s, yeah.
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SPEAKER_00
And we went inside, and my wife saw a couple, a guy that she plays tennis with and around, and she knew him.
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And she went over, and she didn t know if he was married, if that was his wife.
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She wasn t sure about the relationships in his life.
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But there was a lady sitting next to him.
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And so he introduces her.
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He says, oh, Jane, this is Charlotte, whatever.
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And she kind of looks at my wife and says, we re just friends.
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SPEAKER_00
Oh, really?
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And I thought, that s kind of a cryptic answer to.
0
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So the question is, what does that mean?
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SPEAKER_00
I ve got some thoughts here.
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SPEAKER_00
What does that mean when someone says, hey, don t get the wrong idea here.
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It s just friends.
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SPEAKER_01
This is really funny.
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So the first thing it would mean is I ve decided that I don t really like him and I need to tell somebody.
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I ve decided out of this is going nowhere and I ve been afraid to tell him so I m gonna tell you I don t really like him.
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SPEAKER_00
We re just friends.
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We re gonna stay that way and he s probably taking her to the concert.
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So I m not I m not into you.
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SPEAKER_00
I mean, that s kind of the same the same thing I m not laying down with him You know, we might be friends, but there s nothing there s nothing more than that I could do a lot better than this judge me for who I m with
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SPEAKER_00
And the problem is that it can mean so many things, it means nothing.
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SPEAKER_00
It means nothing, right.
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SPEAKER_00
And that s kind of a lesson of communication.
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And we speak in these little quips, these little one-liners.
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I m not with him, but what does that mean?
0
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And then the question is, should you go back in and dive a little deeper into why she said that?
0
SPEAKER_01
So then if you re not, if you re just friends, then why are you out to dinner together?
0
SPEAKER_01
And just keep going, just keep hammering on?
0
SPEAKER_01
Oh, that s funny.
0
SPEAKER_01
We re just friends.
0
SPEAKER_01
I wonder if anyone s used that.
0
SPEAKER_01
My stepmom always talks about our podcast is actually good for dating.
0
SPEAKER_01
Like the things that we teach in the sales world actually apply to dating.
0
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So this is one of those dating things.
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But they weren t dating.
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They re just friends.
0
SPEAKER_01
That s not what I m saying, right?
0
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OK, hey, you ve heard us talk about our advertisers and our partners here.
0
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And, you know, one of our faves that we talk about all the time is Stamps.com.
0
SPEAKER_01
You re busy.
0
SPEAKER_01
We re busy.
0
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Running through the summer, driving kids all over the place.
0
SPEAKER_01
Going to the post office is a massive pain.
0
SPEAKER_01
I just moved, Bill.
0
SPEAKER_01
Bill, moving is one of the most difficult processes ever.
0
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And it was so great because we ve got things at the house now that we have to mail and push out.
0
SPEAKER_01
And stamps.com is our answer.
0
SPEAKER_01
Stamps.com is bring all the services, the U.S.
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Postal Service, right to your fingertips.
0
SPEAKER_01
Buy and print U.S.
0
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postage for any letter, any package, any class of mail from your own computer.
0
SPEAKER_01
Really easy to do.
0
SPEAKER_01
Simple, easy.
0
SPEAKER_01
They even send you a digital scale that automatically calculates the exact postage so you re not paying more than you need to.
0
SPEAKER_01
Stamps.com will also tell you the best class of mail that you need.
0
SPEAKER_01
And you don t have to use one of those really expensive postage meters, especially for those of you who work out of your house.
0
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I know a lot of you salespeople do.
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This will save you an immense amount of time and drudgery.
0
SPEAKER_01
What do I say?
0
SPEAKER_01
Drudgery?
0
SPEAKER_00
Is that a good word?
0
SPEAKER_01
Thank you.
0
SPEAKER_01
I just sort of popped.
0
SPEAKER_01
Sometimes I misuse big words.
0
SPEAKER_01
That s a $100 word.
0
SPEAKER_01
Thank you.
0
SPEAKER_01
I ll take it.
0
SPEAKER_01
We use stamps.com because it s just an easy, convenient way.
0
SPEAKER_01
And I m an efficiency junkie.
0
SPEAKER_01
and all of you know this.
0
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Right now, you can enjoy stamps.com service for a special offer that includes a four-week trial, plus postage, plus a digital scale, no long-term commitment at all.
0
SPEAKER_01
Just go to stamps.com, click on the microphone top of the homepage, type in advanced selling, that s stamps.com, enter advanced selling.
0
SPEAKER_01
Never go to the post office.
0
SPEAKER_01
Again, stamps.com.
0
SPEAKER_01
OK, topic today.
0
SPEAKER_00
I ll tee it up for you, and then you take it from there.
0
SPEAKER_00
Thank you.
0
SPEAKER_00
Because I know you interrupted me there.
0
SPEAKER_00
I thought it was my topic, but that s OK.
0
SPEAKER_00
Go ahead.
0
SPEAKER_00
I m teeing up, as if it s not.
0
SPEAKER_00
One of the favorite consulting moves is the stop, start, keep doing thing.
0
SPEAKER_00
Yeah, stop, start, continue.
0
SPEAKER_00
What are you going to stop doing?
0
SPEAKER_00
What are you going to start doing?
0
SPEAKER_00
What are you going to continue doing?
0
SPEAKER_00
And this fits squarely under the stop doing.
0
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And I think sometimes it s hard for us to decide, what should we stop doing?
0
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And Brian has an idea of several things, and we re going to get into them.
0
SPEAKER_00
You should stop doing
0
SPEAKER_00
Brian, take it away.
0
SPEAKER_00
Thank you, Bill, for that beautiful introduction.
0
SPEAKER_01
I m so thankful.
0
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This came from one of our clients, as a lot of our topics do.
0
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And he s president of his company, really good leader, has dramatically turned around his sales results at his company, and been great to watch, great to be a part of.
0
SPEAKER_01
And we were sitting having coffee one day, and he said, you know,
0
SPEAKER_01
I feel like we do nothing but create friction sometimes for our customers.
0
SPEAKER_01
And he s like, we need to get the friction out of the buying process and selling process.
0
SPEAKER_01
And I m like, ooh, that s a good podcastable topic, right?
0
SPEAKER_01
What is friction in the buying and selling process?
0
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And where do we as salespeople create friction that slows down, inhibits, drags on?
0
SPEAKER_01
And how can we alleviate?
0
SPEAKER_01
Friction.
0
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And so we thought that we would give you some ideas, some ways to think about this.
0
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First is just taking the theory, the concept of friction, that you probably have never thought of before and go, man, OK, it s an interesting topic.
0
SPEAKER_00
What did he mean by that in his world?
0
SPEAKER_00
Did he mean operational friction?
0
SPEAKER_01
There was some of that, yeah.
0
SPEAKER_01
But that s what brought it up.
0
SPEAKER_01
So what brought it up was things like, I ve got to do a credit check and a credit app, and I ve got to fill up this stuff, and I ve got to get artwork approved, and all this jazz.
0
SPEAKER_01
And all that creates friction to get to the end goal.
0
SPEAKER_01
And then we kind of shifted over, like, well, what do we do?
0
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So what s the sales team doing that creates friction along the way?
0
SPEAKER_01
And that s kind of what inspired the topic along the way.
0
SPEAKER_01
So it could be, yeah, as you re listening to this, that s good, Bill, that you might be thinking, well, all my friction is operational.
0
SPEAKER_01
Right?
0
SPEAKER_01
I can t get an answer back from ops or whatever.
0
SPEAKER_01
That might be there, and that s not what this is about.
0
SPEAKER_01
Signed contract would be operational credit app.
0
SPEAKER_01
Yes, financial approval on my side, legal, all that jazz.
0
SPEAKER_01
It could be all sorts of things.
0
SPEAKER_01
Back orders.
0
SPEAKER_01
between that and sales process and sales approach.
0
SPEAKER_01
Because we will, even though those things might be there, we still, I guarantee you, if you look hard enough, you re creating friction, too.
0
SPEAKER_00
We have enough of it.
0
SPEAKER_01
Yeah, right.
0
SPEAKER_01
Totally.
0
SPEAKER_01
So let s talk about some things that create friction that we need to stop doing.
0
SPEAKER_01
OK.
0
SPEAKER_01
I have three things here.
0
SPEAKER_01
You have a big list.
0
SPEAKER_00
I have five, but I m sure two of those are repeats of yours.
0
SPEAKER_00
I don t know.
0
SPEAKER_00
We ll see.
0
SPEAKER_00
Well, I m going to start, because that s the way we do it here.
0
SPEAKER_00
You ve got five.
0
SPEAKER_00
You tee it off.
0
SPEAKER_00
It ll fit nice and neat.
0
SPEAKER_00
We make it impossible for people to tell us the truth.
0
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And we make it impossible, I believe, because
1
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A, we re not sure we really want to hear the truth, and so we shy away from the true questions that are going to elicit a response where we understand the compelling reason somebody has to buy.
1
SPEAKER_00
So I think we make it impossible because we don t set the right groundwork, we don t set the right stage with our prospects, and we don t ask the right questions.
1
SPEAKER_00
Case in point, if you go into a prospect who is, maybe they ve inquired about X, Y, Z, if you don t ask the question early, not the first question, but early, tell me why you re interested in X, Y, Z, you re not going to get the truth about their real motives.
1
SPEAKER_00
So I think we make it impossible for them to tell the truth by not doing the right things up front to create the environment where they feel comfortable telling us the truth.
1
SPEAKER_01
That s really, really good.
1
SPEAKER_01
I despise negotiating, because I feel like that s part of the problem with negotiating, is everyone has a, and they ll do things like, well, this is my bottom line.
1
SPEAKER_01
And it s not your bottom line.
1
SPEAKER_01
So why do you say it s your bottom line?
1
SPEAKER_01
And everyone says, well, if I give my bottom line, then they won t, it drives me nuts.
1
SPEAKER_01
So it kind of goes right in the way.
1
SPEAKER_01
And then it takes forever.
1
SPEAKER_01
If you would ve just said what you wanted up front, we could ve gotten it in three weeks instead of six months.
1
SPEAKER_01
Anyway, okay, here s something that creates friction.
1
SPEAKER_01
We over-inform too much too soon.
1
SPEAKER_01
We over-inform too much too soon.
1
SPEAKER_01
Too often, we come guns a-blazin  into a meeting because we got a meeting.
1
SPEAKER_01
So we think we ve got to get everything.
1
SPEAKER_01
We ve got to be able to say our case while we re there, right?
1
SPEAKER_01
And make sure we tell them this and tell them that.
1
SPEAKER_01
Make sure you tell them that.
1
SPEAKER_01
You ve got to let them know.
1
SPEAKER_01
And you re informing.
1
SPEAKER_01
You think you re doing a good job trying to help them understand what you do and how you do it and all that jazz.
1
SPEAKER_01
I just think that can get in the way.
1
SPEAKER_01
You have to let things go at their own pace, all right?
1
SPEAKER_01
And so to stop doing is in there two things here.
1
SPEAKER_01
You do too much of it.
1
SPEAKER_01
and you do it too quickly.
1
SPEAKER_01
There s two very distinct elements, right?
1
SPEAKER_01
So I need you to turn the volume down on both of those.
1
SPEAKER_01
So do less informing and wait until you do some of these.
1
SPEAKER_01
Bill was just talking about asking questions and that sort of thing.
1
SPEAKER_00
I like that.
1
SPEAKER_00
Slow down.
1
SPEAKER_00
I think we totally agree.
1
SPEAKER_00
It just confuses.
1
SPEAKER_00
A confused buyer doesn t buy.
1
SPEAKER_00
And so we confuse them.
1
SPEAKER_00
And then we can t figure out why our closing percentage is 3 and 1.5%.
1
SPEAKER_00
Yeah.
1
SPEAKER_01
Call them and tell them again, right?
1
SPEAKER_01
Yeah.
1
SPEAKER_01
Call them and tell them louder.
1
SPEAKER_00
Yell louder.
1
SPEAKER_00
Yell louder.
1
SPEAKER_00
Exactly.
1
SPEAKER_01
That s what exactly what it is.
1
SPEAKER_00
Yell louder.
1
SPEAKER_00
It s going great.
1
SPEAKER_00
Yeah.
1
SPEAKER_00
Here s one that I don t know that I have.
1
SPEAKER_00
This is a question.
1
SPEAKER_00
And that is, a lot of times today when you are in the buying process, a company will send you to their website to answer a questionnaire or an assessment or a survey.
1
SPEAKER_00
And I wonder how much friction, I know the theory behind that is they want to cut all the time out so that by the time you re on the phone, you ve filled out the questionnaire and they can go right to that.
1
SPEAKER_00
But I wonder how much friction that really creates.
1
SPEAKER_00
And I also wonder, I had this happen last week with a company that I really wanted to do business with, I couldn t find any way to get a hold of them, so there was an online survey, and I quit halfway through because it wasn t helpful, it really wasn t asking me good questions.
1
SPEAKER_00
Here s the question is, do you do any kind of online assessment or do you expect the customer to kind of sort the bullets out and figure it out on their own?
1
SPEAKER_00
Or could you walk them through it or provide somebody there to walk you through it?
1
SPEAKER_00
So if you re interested in talking to us, we ve got a specialist on staff who will walk you through very simply five questions about this, get to know you.
1
SPEAKER_00
Yes, way better, way, way, way better.
1
SPEAKER_00
So the rule is don t put your monkey on their back.
1
SPEAKER_00
And I think what we do is we say, well, we want this thing filled out.
1
SPEAKER_00
We ll just let them do it.
1
SPEAKER_00
Do self-serve.
1
SPEAKER_00
Everything s self-serve.
1
SPEAKER_00
Well, sometimes, and especially on assessments or surveys, self-serve is not helpful.
1
SPEAKER_00
It really isn t.
1
SPEAKER_01
And it totally hinders.
1
SPEAKER_01
I had one of those, too.
1
SPEAKER_01
You get the survey, and you appreciate what they re trying to do.
1
SPEAKER_01
If that process just makes friction, it just creates friction in the whole deal.
1
SPEAKER_01
I m like, I don t have time to do this, number one.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
This would just be a quick survey when they say that.
1
SPEAKER_01
There s 47 questions.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
All right.
1
SPEAKER_01
I think this is the same.
1
SPEAKER_01
Similar, maybe more broad, though.
1
SPEAKER_01
To create friction, we put too many tasks back on our clients.
1
SPEAKER_01
We put too many tasks back on our clients.
1
SPEAKER_01
So hey, all I need to get started is a few quick things here.
1
SPEAKER_01
I need you to fill out this form.
1
SPEAKER_01
Send that to me.
1
SPEAKER_01
Go over there.
1
SPEAKER_01
Go down to the blood center.
1
SPEAKER_01
Give me a pint of blood.
1
SPEAKER_01
Then come back up.
1
SPEAKER_01
Bye, Dent.
1
SPEAKER_01
You know what I mean?
1
SPEAKER_01
And then once you get all that done, we ll be all set.
1
SPEAKER_01
Like, it s real easy.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
And so I want you as a sales professional listening to this program to ask yourself, what can you do for your client that facilitates the buying process that you would normally put off to them?
1
SPEAKER_01
And think about saying the sentence to your client.
1
SPEAKER_01
There was a form to fill out.
1
SPEAKER_01
I went ahead and filled that out for you because I had all the information I needed.
1
SPEAKER_01
I hope that s OK.
1
SPEAKER_01
All you need to do is click Submit.
1
SPEAKER_01
If you say that, hey, I went and took the liberty to do this for you, people are like, oh, thank you for doing that.
1
SPEAKER_00
They love it.
1
SPEAKER_00
They ll remember that long after they remember it.
1
SPEAKER_00
Yes, the experience is great.
1
SPEAKER_00
It s like when you go into a doctor s office and they give you the clipboard with 17 things.
1
SPEAKER_00
And you re like, I just filled this out here a month ago.
1
SPEAKER_00
You re my doctor since I was three years old, and you don t have it?
1
SPEAKER_01
Yeah, I took my son.
1
SPEAKER_01
You know, he had an ear infection to his OBGYN.
1
SPEAKER_01
I did not take my son.
1
SPEAKER_00
We did not take him there.
1
SPEAKER_01
Just for clarity s sake, I did not take my son to an OBGYN.
1
SPEAKER_01
I met his pediatrician, who we ve been going to for 15 years.
1
SPEAKER_01
Does he have an OBGYN?
1
SPEAKER_01
He does not.
1
SPEAKER_01
No, we re clean in that category.
1
SPEAKER_01
Somehow, I think that s going to make a highlight reel.
1
SPEAKER_00
Not sure.
1
SPEAKER_00
Travis, note to Travis, let s figure out a way to use that.
1
SPEAKER_01
Now Child Protective Services is like, no, wait a second.
1
SPEAKER_01
This man is taking his son to the OCGYN.
1
SPEAKER_00
He s almost 12.
1
SPEAKER_01
Now I have a case in front of me.
1
SPEAKER_01
Whoopsie daisy.
1
SPEAKER_01
All right.
1
SPEAKER_01
You get what I m saying.
1
SPEAKER_00
All right.
1
SPEAKER_00
Maybe not.
1
SPEAKER_00
Okay, before we go any further, I want to talk about Breather.
1
SPEAKER_00
Breather is one of our great partners here at the podcast.
1
SPEAKER_00
Anytime you need to book a meeting or event for work, it can be a nightmare because there s a whole set of potential problems to consider.
1
SPEAKER_00
Where s the most convenient location?
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Will it be professional?
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Will there be good Wi-Fi?
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Will the boss approve?
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Will there be too many fluorescent lights?
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Breather has a solution with beautiful, inspiring workspaces for your off-sites, your team meetings, your client meetings, or even individual work.
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When you go to breather.com slash selling, breather.com slash selling.
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Very good.
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The last one I have is, again, kind of hard to describe.
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I don t think it s a specific thing, but I do think that it captures some of the things you were talking about earlier, Brian, and that is we don t lead.
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We need to lead.
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In business-to-business sales, you need to lead.
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I don t think you need to manipulate.
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I don t think that s what we mean by lead.
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But I think as you look at your, let s say you have had a first call with a potential client, and you came back, and you looked at the notes, and there s a meeting on the agenda next.
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What can you be doing in between the meeting and the next meeting to just keep guiding and just keep leading and keep that momentum going?
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Can you send an article?
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Can you send a thank you note?
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Can you send a short video and co-video?
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What can you do to keep that process moving?
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And I think you have to see yourself as a leader of the process to do that.
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That s really, really, really good.
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A leader, a guide, if you will.
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A guide, yeah.
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Last one I have is tactical.
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We ve talked about this before.
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I think one thing that creates friction is that we leave follow-up to chance and or we put it in the hands of the customer.
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And in our brand makeovers, we didn t get to these in the couple of brand makeovers that we ve done so far.
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But one of the things that I ve seen a theme here is that the follow-up sentences at the end of emails are, let me know what works for you.
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Shoot me some times and let me know when you want to get together.
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That s putting something on your customer.
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I think it s important that you take ownership of that, lead them, give them some dates and times to meet up.
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So instead of ending sales emails or calls with, well just shoot me some dates over, look at your calendar, let me know what works, that gives them something to do.
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You look at your calendar and you tell them what works.
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You just made an assignment, you gave an assignment to them.
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You did, you totally, yeah, people don t need assignments, they ve got enough of those, all right?
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And that creates friction.
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It s another thing for them to do, right?
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Now, you might say, well, they still up.
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But you give me dates and times, I can go check a specific thing.
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It s not this daunting task of looking at my whole calendar, trying it, and then emailing you back.
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I can just respond with, that one works, done, right?
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Less friction.
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Yeah, good.
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Well, good.
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I love this topic.
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I think this whole stop doing, what can we do to become aware?
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And that s one thing I liked about your client, Brian, is he was ultimately self-aware enough to say, what are we doing here to get in the way?
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And a lot of people won t make that.
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They re not going to ask that question.
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So I really applaud him for that.
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And that tells me a lot about the coaching you ve done for him, too, to get him to that point.
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So good topic.
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He brings a lot of ideas.
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Good stuff.
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Okay, if you are interested in bringing Brian or I or both of us out
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to one of your sales retreats or sales meetings coming up.
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We re hitting that fall timeframe where we have a lot of rollout sales meetings and national sales meetings.
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We d love to be a part.
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We ve been a part of a lot of them so far this year, and we d love to be a part of yours.
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The best way to do it to get the ball rolling is send us an email to listener at Advanced Selling Podcast, and we ll get going on that.
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set up a call and talk about what you want to accomplish.
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You can also check out our most popular series, All In.
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Go to advancedsellingpodcast.com, click on the link to All In, and also our resource toolkit, which provides you ideas on how you can become more effective in sales.
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Love it.
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See you next time.
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Bye.
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Bye.