Nate discusses the challenges of capturing an executive's attention in enterprise sales. The key takeaway is the importance of condensing complex information into concise soundbites that grab an executive's attention within the first 20 to 32 seconds. The conversation delves into the shift from sales enablement to buyer enablement, emphasizing the seller's role in preparing champions within the client's organization to advocate for the deal internally. The concept of a one-page business case framework is introduced, focusing on a sharp headline, problem statement, recommended approach, payoff, and investment details. The speaker also highlights the significance of deepening discovery skills and improving writing abilities, suggesting that sellers need to be involved in crafting content that guides internal conversations. Templates and resources for implementing these strategies are available on fluint.io/blog. Overall, the book is expected to redefine the enterprise seller's job description and address skill gaps in strategic discovery and effective writing.
Here are some of the highlights in this episode:
Challenges of Enterprise Sales:
Enterprise sales is often perceived as lucrative, but it is also long, hard, and frustrating.
Misconception about the importance of extroverted personalities in sales, especially in the context of business development roles.
Lack of understanding about how enterprises buy, especially post-COVID.
Book: "Selling With":
The book is a compilation of Nate Nasralla's learnings from building teams, bringing products to market, and selling to large enterprises.
Emphasis on the idea that buyers, specifically champions, play a crucial role in closing deals.
The focus of "Selling With" is on enabling champions to navigate internal buying conversations effectively.
Concept of a Champion:
A champion possesses influence, incentive, and hard-to-find information about the deal.
Champions are judged based on buying behaviors and evidence of moving the deal forward.
Importance of differentiating between potential champions and those actively working to move the deal forward.
The role of the seller is to help the champion sell internally and build consensus within the buying team.
The challenge of creating a social safety net within the company to support the champion's efforts.Addressing internal politics and the need to align with existing priorities rather than trying to shift behavior.
Art of Creating an Effective Message:
The importance of framing the message to create psychological safety for the champion.
Tying the current sale to a prior decision to show continuity and alignment with past behavior.
Recognizing the deep psychology involved in enterprise sales.
Internal Communication in Enterprise Sales:
The complexity of enterprise sales is reflected in the volume of internal communications within the buying team.
The difficulty of specifying the exact number of steps in an average enterprise sale, with considerations for the size of the buying committee.
The significance of executive engagement, particularly when an executive who owns a priority assesses a deal.
Executives quickly decide whether a proposal aligns with their priorities or is seen as a distraction.
Understanding the intricacies of enterprise sales, emphasizing the importance of internal dynamics, and the role of champions in driving successful deals.