The theory of constraints dominates the world of business, and yet it tends to be ignored by almost everybody in business for a pretty simple reason: it's politically unpalatable. The theory of constraints says your business is a system, and every system has one and only one constraint.
And that's the only thing you should be working on right now: understanding that constraint, characterizing it, coming up with an investment thesis, making the investment, or observing the results of the investment. The investment is something like better cycle time, increased throughput, more units that are doing the work, or better quality. Those who employ this practice will dominate markets.
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How long will it take to get the meeting? You have three steps first:
1. Make the list. And review that list and eliminate the dumb titles. Chris is a fan of Zoominfo.
2. Write the messaging. Remember, one turn of phrase can kill the meeting. Marketing language kills a sales call. Subtle nuances make or break the call.
3. Talk to people in that market, those that are intrigued enough to hear what we have to say. Who does the talking? Find and hire the ASKERS.
Tune in for this short episode of Market Dominance Guys: Change the Message or Change the List
The sales lead discernment process is similar to search results. The ones that come up on the first page are the ones you interact with. It's like a discovery call. A discovery call's purpose isn't to say, "I'm going to buy." One of the biggest mistakes sales trainers make is relying on role-playing as the method to gain confidence. Role-playing is not designed to get you calm and confident. It's a "gotcha" set up. Rehearsal and practice are a better training method to allow the salespeople to get comfortable enough they don't have to think about how they might fail. You need to have it be a reflex to get to the underlying emotion. The underlying emotion that needs to come through is curiosity.
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CEOs are allowed to have weird thoughts and consider odd possibilities. You need input from the market you don't have yet. This is why a CEO needs to be selling to understand what is actually happening. Their job is to feel the ice rather than just sending your reps to drive the road.
Put yourself in there as CEO, don't absorb the friction, find the root cause. The marketplace is always changing. CEOs love to harpoon a whale, but they need to experience every aspect of a sale. They need to be in the mix and feel what is behind the numbers. Listen to this episode of Market Dominance Guys, It's the CEO's Job to Feel the Ice Rather than Harpoon the Whale.
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Marketing can step in and help sales overcome it.
1. Beginning: listen to discovery conversations.
2. Middle: look at support tickets to see the unvarnished truth.
3. End: work on getting the pipeline to be seen as an asset, it belongs on the balance sheet. Ask to be measured on the value we are contributing to help steer my efforts based on results that are being produced.
1. I want to know upfront what's going on - attribution
2. in the middle - discovery
3. at the end - support tickets and we should want to know this first hand.
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Only 9% of all MQ's (marketing qualified leads) every result in a conversation. Worse than that, you have now stimulated your target audience to explore and investigate your competition. 91% of all marketing dollars are a waste. This is because Sales only contacts a prospect two times, rather than the 6 times requested or required. That leaves 91% for your competitors to speak to. But the good news is, everyone else is doing the same thing. It may all work out.
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Part 2 of the interview with SADA CEO, Tony Safoian. Questions answered include How is Google going to support my enterprise business better than its competitors. Needs have changed, demand for "bat phone" support is now part of any proposal. Every customer is different in their behavior than they were four months ago. If you're an organization that doesn't know how to meet your customer where they are now, your organization is dead.
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The rate of growth SADA has experienced gives them credibility when their CEO, Tony Safoian explains that in order to scale you have to manufacture trust at pace.
SADA does one thing exceptionally well, they transform companies into a cloud solution partnering with Google. Yes, that's paraphrasing, but as a Google Cloud Premier Partner, SADA Systems has gained global accolades as an exceptional service provider with proven expertise in enterprise consulting, cloud platform migration, custom application development, managed services, user adoption, and change management. They do what they do REALLY well. They do it so well that ConnectAndSell turned to them to move from AWS to a better solution on the Google platform.
Learn from Tony in this episode of Market Dominance Guys, then join us for the next episode where Corey and Chris continue the conversation.
This episode of Market Dominance Guys starts with Chris recapping the numbers from the previous episode on the tremendous infusion of savings Work From Home creates as knowledge workers are no longer required to go into an office to be productive. Quite the opposite. The data supports they are as much as 47% more productive working from home - ending the commute economy.
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There's a whole bunch of commuters that are used to driving to cities. And I think it would be good and very timely talk a little bit about some of the things that we've learned and this massive economy that is forming from the non-commuter economy, the non-commuter economic forces. Chris will perhaps give us a little bit of hope, as far as what the trends are with this new stay at home economy.
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