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In this episode of the Advanced Selling Podcast, we solve an age-old question about how to extract peanut butter from a used peanut butter container, Bill gets distracted by the plethora of overpriced sparkling water sitting on my desk, and we ask a question, what is the future of our profession and what should you do about it right now?
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Welcome, everybody, to the Advanced Selling Podcast, the longest running sales training podcast in podcast history.
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My name is Brian Neal.
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I m Bill Kasky.
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We are here every week for your listening enjoyment.
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Glad you re here.
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If you re new, welcome to the show.
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We ve got about 700-ish or so episodes for you to catch up on.
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I love when we get emails from listeners that say, hey, I m on season four, episode two, which is 2012.
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Which we recall very clearly.
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Very clearly.
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You mentioned a tool.
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Could I get my hands on that?
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I m like, yeah.
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If you find my hard drive that s in a landfill in Shelbyville, Indiana, you can have the tool.
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No problem.
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You take your stuff to Shelby County?
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I don t.
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Do you really?
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What do they call it?
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I had a client who did that.
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They destroy computers.
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You know what it s called?
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I don t know if he made this up.
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No.
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Assured Destruction.
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Oh.
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Assured.
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I always thought that was a clever industry name.
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I ve always heard of Mutually Assured Destruction, but I thought that was about the Russians.
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So let s see, a couple things you need to know.
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First of all, if you have not or are not involved in our Insider program that gets together live the first Friday of every month, you need to be there.
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We ve got about 75 or so members of that group.
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It s a great group.
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I ve learned also, Bill, I think you know this.
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Do you know there are little subgroups that meet?
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I just was with another person.
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They re like, yeah, I m in the subgroup.
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of Insider, people get together on their own, and they re from all over the world.
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It s really great.
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So go to our website, advancedsellingpodcast.com, check out the Insider Group.
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Economically, it s just ridiculously valuable, I think, for what you pay versus what you get.
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And you get me and Bill live, like live, like real in person.
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There on the last week s call, there were three people who had gotten together and they had each created their own sales process with each other s help.
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And they were in three different industries.
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It didn t matter.
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They just, none of them had a sales process.
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And we ve talked about that.
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And they got together and over a couple of sessions, they built it.
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And one guy has already delivered it to the prospect several times.
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And I would shout out to him, but I can t remember who it was.
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But yeah, it s really, that s the thing we love about the community is that, yeah, we can teach you all something, but you also can learn from each other.
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Yeah.
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So as you re listening to this episode, you re like, I need to check that out.
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Go to advancedsellingpodcast.com, look for the little button that says Insider, and join us.
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Join us for sure.
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So here s a question that I have been wrestling with for the better part of 20 years.
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And ever since the recycling craze happened probably 30 years ago, I don t know, 40, 10, whatever it was.
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And so I have this philosophy that, and I ve probably mentioned it on the show, that I really do believe that the yellow top cans, the recycle, and the blue top cans, which are the standard trash, all end up in the same landfill.
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I really do believe that.
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And here s how I know.
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Because when we have a recycling like a can or a milk carton or something, we always rinse it out We always feel like that s the least we can do before we dump it in there But I there s one type of can you can literally not rinse out and that s peanut butter.
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Oh
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So my question is, is there someone in that recycling warehouse that all they do all day long is clean out those fricking peanut butter bottles?
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So first of all, I have a whole thing about recycling that I d love to get someone that knows more than I do.
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I m just applying logic here, because there s a separate truck.
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So if we had 50 trucks in the fleet, now we have 100.
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to me, look like they burn a lot of gas.
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They just do.
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They got big tires on them.
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A lot of smoke comes out of the top of them, right?
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I think I know where you re going with this.
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And we also have two trash cans, both of which are made out of plastic.
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Oil.
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Exactly.
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And I don t know where that the logic there doesn t foot for me.
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Maybe it does.
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Maybe the math works.
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It just seems like it would have to be a lot for the math to work for all the extra stuff that we re doing.
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extra plastic, extra tires, extra fuel, all to redo.
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And then when you process the recycling, it burns a bunch of fuel, too.
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So I m like, what are we?
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I don t know.
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Anyway.
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And I think the price of recycling has come down.
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And I think a lot of these companies are probably saying, we can t get out of it.
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I mean, just from a pure PR, we can t get out of it.
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So we re just going to burn.
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To your direct question, though, about the peanut butter, which I agree.
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You ve got two options here.
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Now, unfortunately, you don t have a dog anymore, correct?
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True.
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I take a peanut butter jar and I cut it in half, put it down.
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It is completely spotless when the dog gets done with it.
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They have a way to get every nook and cranny of peanut butter out of the jar.
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Most of my dog friends would know that, I know.
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And then the second thing, now this is more fun.
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Take vanilla ice cream or any ice cream of your flavor, if you like peanut butter on it, take a couple of scoops and put it in there, and just shake it up a whole bunch, and that peanut butter will melt.
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Absolutely, a little treat.
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Try that one out.
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I like that a lot better.
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Yes, yep, for you listeners, yep.
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We re going to turn this into a Things I Learned on TikTok, little hacks.
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Yes.
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Seen that?
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They re life hacks.
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But would the ice cream actually dissolve the peanut butter?
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Because a lot of it s on the outside.
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You just gotta try it.
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You gotta try it, because I think it s, I don t know if it s the stickiness, but it ll, it works.
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Believe me, it works.
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I can see where you d put that, and then freeze it, and then put a Popsicle stick in it, and then freeze it, and now you ve got like a...
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Peanut butter popsicles.
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It s shaped like a peanut butter jar.
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Millions and millions of popsicles.
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Oh my gosh, that s funny.
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All right, topic today.
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Your topic.
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Yeah, so this is a thoughtful topic, but you as a listener, I think you really need to step back from this and start to think about, how does this apply to me, and how will it apply to me?
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What do I need to do now to be ready for later when it comes to the whole
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state of this of sales as a function in a company.
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And here s where this is going.
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And Bill and I just decided we re just going to riff on this today is there seems to be a very, very
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a very, very popular trend right now, where the whole sales process is, one, being automated, and two, being combined and rolled together with the marketing function, and also then the delivery function and client success, especially in SaaS companies.
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And we thought we d talk about that, because I think if you re in professional selling right now, depending upon where you are in your career, you re going to be impacted by this in some way.
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And so we want to give you our thoughts on where we think it is and where it s headed.
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and then maybe some advice on what you should do to prepare yourself for that.
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So do you want to start?
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I m just wondering if there s a way to categorize the selling organizations.
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Like if I ve got a territory of five counties and I sell heavy equipment machinery, that might be different than if I ve got a territory of 17 states and I m calling on dental offices
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And I will rely more on marketing there, because I can t get to them physically, so I have to get to them digitally.
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So I think you re going to have to take into account your own category of business in the segment and how you go to market, because some things will say may not apply to you and others might.
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because we re not making universal blanket statements like everybody s gonna need to have a podcast.
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No, but we think some salespeople should have podcasts, especially if you have lots of prospects and lots of customers over a large geographic area, it s the best way or one of the best ways to communicate.
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But if you ve got three clients and they ve only got three people per, then a podcast makes no sense.
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So yeah, I like that.
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I think the first thing I would say though too is,
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Is marketing, you mentioned in the pre-show, we got together four or five hours ago and we went through this whole thing.
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Is that marketing and digital is becoming more a part of the upfront component of the process.
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I think there s always going to be room and need for a human being in the process, but I m not sure knocking on doors, generating leads that way,
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Is the way of the future.
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I think that s the way of the past.
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Oh, yeah, I I would agree with that I think if I think of things that apply in all cases, so what s not gonna go away is a buyer s process And this is in Bill s book.
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I know this this this buying process of going from unaware to aware to comprehension conviction action and
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So you go from unaware to aware and aware to comprehension.
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That s always going to happen.
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The question is, how is it going to happen?
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In the past, it all happened with the salesperson really showing up cold, went from unaware to aware in an instance, saying, I m here.
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Can we talk?
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That s the old way to do that.
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Now, buyers are getting down into that comprehension conviction phase on their own with no interaction from a human at all, which then you re like, OK, so then the sales function lives over the top of that.
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So you as a salesperson have to think, how am I making myself and my knowledge available to people so that when they are working their own path of understanding from unaware to aware to comprehension, they find you?
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Yeah, so the question there is, can you help them get from unaware that you exist to aware to comprehending the nature of the problem to conviction digitally?
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Digitally.
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Or does a human being have to be there to guide and walk?
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And I think in some businesses, you can do it digitally.
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Absolutely.
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And I think, and this is where the step back, I think, for me is really important.
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In all businesses, I think a real dangerous thing for any salesperson to think these days is if they start a phrase, well, in my business or in our industry, and Bill and I hear this all the time.
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I personally think it s 100% of the time.
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We get a new client on board, and early in the process at some point, the VP of sales or the CEO or whoever it is, or a new sales rep will say, Bill, I know you work with a lot of companies.
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Our business is a little bit different.
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Our business is probably different than them.
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So we hear that.
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I think that s a really dangerous thing to think, because it starts to focus you on the 10% that s different, not the 90% that s the same.
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The 90% that s the same says, I ve got to find a way now to digitally educate.
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So if you re thinking, well, my people, we hear this all the time.
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Well, my buyers aren t really on LinkedIn.
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My buyers aren t on LinkedIn, Bill.
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And they are.
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That s an absolute fallacy, in my opinion.
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Yeah, I think there was a time when we said that, and fewer and fewer people say that now.
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But you re right.
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What s the next thing?
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My buyers aren t on Clubhouse.
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OK, maybe.
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Maybe they are.
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Maybe they aren t.
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I don t know.
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How can you make that blanket statement?
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You re not on Clubhouse, but that doesn t mean your buyer isn t.
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I was talking to a guy the other day who is not a client, and he s not going to be, but he s a friend of mine in the business, and he said,
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that what he s doing now is whenever someone wants to talk to him, maybe they reach out, they see an article, or they want to have a conversation about doing business with him, he has a 30-minute video, you can call it a webinar, but it s really just a video, where he sends people to, and he will not talk to them until they watch the video.
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Because he says I need to bring them along if if I m going to spend 30 minutes on the phone Why wouldn t I spend five minutes on the phone and have them spend 25 minutes watching this?
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Really well done video that kind of brings them along so that by the time I have the face-to-face or the phone call The person is brought along to the point where we re just kind of working out the details.
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It s fantastic
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Versus us getting on the phone them calling us.
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Hey, I just want to learn a little bit more about you John Well, let me give you a little let me give you a run-through here Can you come over and we ll join hands and we ll sing kumbaya and have some kombucha.
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What is it?
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I Got all the drinks over here don t know.
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I don t know them bubbly.
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This is bubbly as a bubbly or bubbly
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This is a Pepsi s version of LaCroix And then the old-school and Perry.
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This was only because they didn t have LaCroix at CVS.
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Okay.
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Yeah, Kelly My daughter s a big LaCroix fan.
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She loves LaCroix.
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You don t like LaCroix?
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Really?
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I don t like anything fizzy really.
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You don t really?
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No.
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Oh my gosh.
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Yeah, sorry.
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Funny part is LaCroix has been around since the 80s.
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Do you know that?
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Really?
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Yeah, LaCroix s been around forever and just now caught the buzz.
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It s kind of interesting, right?
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I m just waiting for Tab to come back.
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Tab, good.
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Royal Crown?
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Mm-hmm.
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RC.
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As opposed to Crown Royal.
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As opposed to Crown Royal.
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Diet RC.
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OK, back to our topic.
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Sorry.
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Away from the beverage industry.
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What else?
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So you- Yeah, so I think-
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One thing that you as a listener, if you re a salesperson, need to embrace is this merging of all these functions together.
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And you ve got to start to realize where you, as a sales professional, add the most value to the chain.
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And so some of the upfront stuff is going to be automated these days.
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In fact, we talk about demos.
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Demos can be automated.
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If you re a salesperson and you do a demo, and if you record your demos and watch yourself, and if you re basically reading slides,
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and then clicking and reading slides and clicking and showing and showing, that can be automated.
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I don t need you to do that.
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And so you need to really take inventory of like, oh my gosh, what do I do that is real valuable to the other person?
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Because all this stuff can be automated.
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And I m trying to get you, as a listener, ahead of the game here to think of, OK, you ve got to be a critical thinker.
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You ve got to be able to tie a demo into a person s life.
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That becomes harder for a computer to do.
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It ll be possible at some point, if that makes sense.
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No, it does, and I think that s the VP of sales roles, too, the sales manager, CEO.
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If you re in a business and you re running a sales organization, you have to be thinking of these things, because your sales team is not.
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They may be listeners to the podcast, but they re thinking, I got numbers to make this month or this quarter, and I don t have time to think about critical thinking for the next six months or five years.
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You had better be doing that.
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And if you re not seeking out for people who have a sense of what the future of selling is going to look like, then you re going to be trying to imagine this in a dark room with no vision.
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But don t leave this up to your sales team.
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I mean, sales team, if you re listening to this, you need to be thinking about, what skills do I need to succeed and master the future?
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But if you re a VP of sales, you need to be thinking about it at a whole different level.
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There s no doubt.
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So this is good, because I just hung up a coaching call.
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You saw me walking around here a minute ago talking to one of my clients.
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Drinking your bubbly.
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Drinking my bubbly.
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Drinking a little flute.
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Flute.
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I have one of those.
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We have flutes at home.
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I m surprised you don t have them here.
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Champagne.
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You re a flute kind of guy, especially when you take your finger and roll it around.
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Actually, our sister-in-law, Steph s brother, for our wedding got us a, it s called a shambong.
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a sham bong.
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It s a real fancy, like a beer bong thing.
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So you pour like a glass of champagne in there and like it like curved called a sham bong.
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It s actually really cool.
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Sham bong.
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So I was talking to this client and what came up was
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We have created a little bit of a monster here, especially in the SaaS world.
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And for those of you, if you re measuring sales behavior.
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KPIs.
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Yeah, KPIs.
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Thank you.
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And you re looking at a machine.
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And you re going, boy, this person does 100 calls a day, 50 calls a day.
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They make this, they get that, all the front end stuff, which I am a fan of to a point.
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If you re doing all that, and that s what you re relying on,
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I think we ve created this monster because, one, CEOs want that because it s automated.
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They think, oh, I ve got 100 equals 50 equals 40 equals 30, and boom.
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The problem, though, is it strips all the critical thinking away from the people doing it.
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So the people that we ve plugged in to execute these processes, and we said, follow the process, say the script, they become robotic, and they strip all the value out of them as a human and the ability to critical think.
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But to think critically, I should say.
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And at the same time, the companies are advertising our people are our most valuable asset.
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Yes.
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And they re not.
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They re not.
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They re truly not your most valuable asset.
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They should be.
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Yeah.
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As long as they re thinking correctly.
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Yeah, no, I totally agree with that.
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So what about the use of technology on the back end?
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So if a salesperson sells something and it gets delivered, whether it s an actual piece of equipment or a solution, there s engagement.
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What s the technology play?
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Because you work with more client success people than I do.
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Yes, so the use of video,
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on the back end, in terms of a specific technology, to me is better than no other.
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And so many people on the delivery side of the work, so you talk about client success or account management or back end implementation specialist, people like that, tend to be very email heavy.
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They tend to perform that way.
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And then they tend to justify that by saying, well, my client prefers email.
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And we ve got too much evidence that shows us that the responsiveness that comes from video versus email is crazy.
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I mean, go through the stats if you want, but it s really, really, really strong.
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It s all in favor of video.
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You see it on LinkedIn too, right?
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If you write a post and put a video up, it s a 3 to 5x engagement level.
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You can t fight that data for any longer.
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It s there.
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So you can pretend like, oh, my people, they have flip phones and they can t watch video.
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SPEAKER_00
Okay, maybe, maybe they do.
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But you can t refute that anymore.
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So that s one thing.
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That s the technology, I would say.
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SPEAKER_01
So if you re on the back end of things, or if you re a salesperson listening to this, and you want to improve and enhance the experience your customers have with your client success team, send them this and tell them they need to start doing their communication via video.
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SPEAKER_01
At least a balanced amount of that.
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SPEAKER_01
That s one thing.
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And then the second thing is, like to steal a page from the Challenger sale book, is our client success and account management people, they have to be teaching and educated customers as they go.
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So they have to be sharing knowledge.
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They have to be saying, hey, Bill, I got this call we just had.
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This client of ours wants some sample contracts from some technology company.
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I m like, hey, we ve got a little technology stack here.
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We ve got four or five products that we ve signed.
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SPEAKER_01
Let s get them copies of the contract so they can look at it.
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SPEAKER_01
They re trying to formulate their own.
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SPEAKER_01
That s a give on purpose.
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SPEAKER_01
We don t do contracts for a living.
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SPEAKER_01
So you ve got to make sure that you re bringing things that they re not thinking of.
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is the lesson there.
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That s really, really important.
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SPEAKER_01
Because most people are like, is everything okay, Bill?
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SPEAKER_01
Are you happy with the service?
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SPEAKER_01
Is the software going?
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SPEAKER_01
Oh, it s great, great.
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SPEAKER_01
Okay, thanks.
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SPEAKER_01
Talk to you next quarter.
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SPEAKER_01
That s how it goes.
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SPEAKER_00
Yeah, I think that whole customer experience thing is something we don t get into much on the podcast.
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SPEAKER_00
We should probably have somebody who specializes in that, but that s a really good area of what kind of experience are your customers have?
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SPEAKER_00
We talk about it in the prospect experience up front.
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SPEAKER_00
What kind of experience are you giving your prospects as you usher them and guide them through the sales process?
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SPEAKER_00
But then at some point they become a client, then what?
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SPEAKER_00
And we need to be mindful of that.
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SPEAKER_00
If you have not joined our LinkedIn group, go to advancedsellingpodcast.com slash LinkedIn.
2
SPEAKER_00
That ll take you right there.
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SPEAKER_00
11,924 people are in that group.
2
SPEAKER_00
And there s some pretty lively discussions there.
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SPEAKER_00
Some fisticuffs break out sometimes, digital fisticuffs.
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SPEAKER_00
No, not really.
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SPEAKER_00
But make sure you join that group and also go to advancedsellingpodcast.com for all of our latest stuff, including the Insider Program that Brian talked about earlier.
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SPEAKER_00
We d love to have you in that.
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SPEAKER_00
See you next time.
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SPEAKER_00
See you, bye.