Red Stafstrom: Sales Is Broken Pt.1

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Sales Enablement
17 min
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Interview with Zahra

Happy to see you! First question. Broken salespeople. Why are they broken?

OK. What breaks them is bad advice. It is bad content or things that haven’t been accurately researched. You have to understand the history of sales and psychology.

150 years ago, in the late 1800s, there were no sales books. There were no like this is how you make money. That’s probably only become popular within the last 100 years with Dael Carnegie, Napoleon Hill, and all of these people. Likewise, there was no research on sales, no social scientists digging into the numbers about what works and what doesn't.

Until the 80s, it was no reason, so charismatic extroverts dominated the field. People who knew they worked on a very small scale and knew it worked for them. When they were trying to teach other people, something usually was lost.

That is why salespeople have got a bad reputation those days. That s because it’s old-school personalities year and poppy ball the Napoleon Hill, but when they take it to other people, it’s because he’s more school personalities. The high-pressure packet is a manipulation like a regimen. People are saying “Yes” over and over again. And then here we are, salespeople, trying to push this and be very natural. Because we have to be this toxic personality we don’t want to be.

B2B is different. You need much more relationships, detective skills and emotional intelligence.

That's why there is a high burnout rate, specifically in retail. Because retail is the environment, that kind of packet works best. In B2B, it is different. You need much more relationships. You need much more detective skills, emotional intelligence, and things like that. We’re still repeatedly teaching the high-pressure alternate close, Colombo close, and garbage.

That makes sense, so it brings us to my second question, what, in your opinion, is the biggest problem with sales training?

So much sales training is set around that idea of manipulation. And it doesn't really dive into modern advances in psychology, neurology, and emotional intelligence. Any other.

The term I’ve come across, and I think about it, comes from police terms, and it is Kettling. It is away the police in amble protest.

Handle the protest with air quality in very loud, very loud waves. What will happen is centers in a small area, and then they’ll start closing the walls a little bit at a time a little bit more protesters realize this fight-flight-freeze. And when it happens, the statistics show the average is 4% of people choose the first response. So if you have a protest group of 25 people, one of them, yeah so

It is a way that police handle air quality very loud light. What will happen is the police will try. A little bit at a time, a bit more, and a bit of fight-flight-freeze. It happens and 4% of people. So you have a protest group of 25 evil, one of them is bomb how much yeah so but when you think about that from a sales perspective, that’s how we fight.

Kettling idea! Closing walls. The idea of having to close on everyobody will only make you seen as pushy and manipulative.

What is the idea of you having to close on everybody? No! Not at all! That just makes you see being pushy and manipulative. It makes it seem like you have a one-track mind. You don’t care what the other person is doing to understand what the problem was.

I can stop all of your problems ever. That you can’t do, cause you are not coffee.

How do I start most of my calls? Well, I don't know if I can even help you.

I believe I can. I did some research, and I did some other things. But there is a good chance to send you to my competitor. Saying that, in starting the conversation honestly, you’re authentically looking for a solution for that. That’s the right way to sell. If you do not provide a solution to a problem, you do not have the right to ask for a sale.

It takes 1 workweek and 7.5 hours of calls to secure 1 appointment.

Baylor University’s Keller Center researched to quantify the importance and effectiveness of cold calling as a prospecting tool. We see that it will take an investment of approximately 7.5 hours to complete 209 cold calls, leading to a return of one appointment or referral. If calls are broken out across one workweek, agents can expect to make 1.5 hours of calls each day for five days to secure one appointment or receive one referral – a positive cold calling outcome.

How are introverts and extroverts different in sales training?

First things first. We need to understand the difference between introverts and extroverts. The best explanation is an extrovert recharge the battery with social interaction, and an introvert recharges the battery by being alone. So you need to understand that if you put an introvert in the environment of a cold call where they make hundreds and hundreds of cold calls, their battery is always operating on 0.01%.

Likewise, if you put those extroverts in the same position, their battery will recharge with these small talk interactions over and over. It’s not just about different training. It`s about the different processes. So how do you create a process that allows introverts to be in their best position?

Extroverts are more puddles. They cover a very wide footprint, many people, and you were talking about problems, emotional calls, and your issues. So you have to understand which light you do up as an extrovert to be a hunter to go out and try to catch everything.

An introvert can be a farmer and nourish the land. They’re putting things in place where things can grow much deeper. It will help put the introvert in a more emotional customer feeling. And this will increase not only customer retention but also employee retention. That`s all because you built the structure for the right person in the right position.  

I could give anybody a deck of PowerPoint spots. I can give anybody a list of frequently asked questions correctly. But you have to understand what scenario each person needs to be in. So, for example, let`s go back to President Warren G. Harding. He understood that his strength wasn’t shaking hands and kissing babies. His strength was building small alliances, so rather than being on the floor, it was the Democratic national convention and talking to everybody and whipping boat, he became very specific, and panther whipped him and built those alliances.

Don’t go to now is the network on a one-to-one basis. So rather than trying to convince everybody one at one so, put yourself in the room where you are the most successful. Don’t try to sell everybody in the house. Become close to the head of HR at a hospital because they will know many people who move in and out of the community here. Find people who feel your business or already know many of your potential customers.

Great! So here is our next question, what is the best way to motivate people?

People are not motivated by time and money. Time and money can be used to gain what people REALLY want. Time and money are how people want to feel like they’re good at what they do.

They want to be a positive change in the world. So rather than shit motivating people with money, time off, or whatever else they want. You can motivate someone by $60 000 or with a PlayStation 5, on-the-wall thickness planer, or whatever else. It doesn’t matter what it is. But money is just a means to acquire their goal, such as freedom and or vacation time. You can propose different types of employees to do something, what they want to do.

For example, tell your worker that you can donate your time to Habitat for Humanity or whatever. But I figure out what the pump and that’s how you want to meet them rather than just going after the problem. You can just let people grow how much they want to grow.

Not everybody wants to be a millionaire. Someone makes $60,000 a year, and it`s OK.

It really makes sense — next question. Sales leaders always want to see an ROI on everything. What is the best way to measure the ROI of training?

Hmm, my first thought was about personal development a day. That’s a lot to ask because I think 76% of proposals spend zero time each month on personal development. If they can spend 20 minutes a day or 20 minutes a week, that increases in terms of sales.

In one of my favorite books I have ever read, the author decimated the idea of open-ended questions and objection handling in the very first chapter. I think they understand it as a quality of training. As I said, you can read Dale Carnegie, and there is a lot of good training in there, but there are a lot of things that aren’t so great either. Do you think that the best calls always overturn objections? No. The best calls never have objections!

Like they understand what’s going to come up before an appointment. Like I think the hour away is very dependent on the training and stop, And very difficult to come up with something because not all training is created deeply. It`s very difficult to develop something because not all training is created. I’m completely comfortable with that. There’s no good way to say, “OK, if they spend X minutes a day of training, they will create an average of blank dollars.

I don’t see the possible opportunity there. How you make me depends on the quality of the trade. What do you think things to look at your opinion makes training good because completing the training doesn’t mean that you even need it that was the exact point I was going to court is

Reading 50 books a year is great for me because what I sell is knowledge. But for most people, it is just confusing. Like going to a conference getting 20 hourly, three full days of content, and then coming back and not knowing what to do with it! Good training is going to be implemented. It doesn’t matter. I’m sure you guys have picked it up off.

I don’t think good training is implemented necessarily at a time for a dollar. I think the best training is easy to execute and continues to follow up in a way that keeps them going. That is a definition of the best training. And then, once it is actually implemented, you can try it for a month and then decide whether it works or not. That's the main direction.

First, your training needs to be implemented, which should be the first time off. And then, once you get implemented, you can test it afterward. But if the sales training doesn't lead to implementation, that's just diarrhea of the mouth and me giving you 500 closing statements that’ll work for you and make you millions. Like you don’t need 500 closing statements. You need just something you want to move forward with. I think the idea is to figure out the ROI of all training. I think that’s too big, and we have to start looking at individual training for implementation. Then implementation to success. I think it’s a multi-step process to dive into.

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