- Please tell me you're gonna ask...
please tell me you're gonna ask Keenan on this
cause he's...whole rants on closing.
(laughing)
- All right. Well, we're gonna toss this one over to Keenan.
- I'm gonna be simple and sweet.
I'm not even gonna explain myself.
If you can't figure it out, it's not my problem.
Closing happens at the beginning.
When you identify a problem,
and they say they want to solve the problem,
as long as your solution solves that problem
and you agree it solves that problem
the closing happens by itself.
(upbeat music)
- [Michelle] Hello everyone. Welcome to our, Ask The Experts
Sales Edition panel discussion from HubSpot,
focused on how to nail the start of your 2019 sales year.
My name is Michelle Benfer and I am a vice president
of sales here at HubSpot.
We have something very special for everyone today.
We have three of the industries leading sales experts here
that'll be answering your burning sales questions.
Now, a couple of housekeeping notes.
The agenda we are going to go through today
was built by sales reps globally,
and by the people who are actually
watching this panel discussion.
People have up voted these questions to determine the order
in which we will cover them over the next 45 minutes.
The first person I would love to introduce is Keenan.
Keenan is the CEO, President, and Chief Antagonist
of A Sales Guy, Inc., one today's top leading sales
consulting and recruiting firms.
He's also the celebrated author of, Not Taught.
What it takes to be successful in the 21st century
that nobody's teaching you.
And he has a second book coming, Gap Selling,
which be launching on December third.
All right, our next sales expert that we have is
Lori Richardson.
Lori is the founder and CEO of Score More Sales,
a sales strategy, consulting, training and coaching firm.
And she is also the president of Women Sales Pros,
the first online community dedicated to helping smart,
savvy women get in BDB sales positions.
And to help companies find and develop great women sellers.
Finally, our next expert panelist we have is John Barrows.
John is CEO of Jbarrows Sales Training.
He's a published author and a sales trainer
to some of the worlds fastest growing companies like
Linkedin, Dropbox, and Google.
Well, all of these panelist speak all over the world
so we're lucky to have them share their advice on
how to set yourself up for success in the new year.
Everyone wants to know what that special sauce is
to close more deals. So we're gonna-
- Please tell me you're gonna ask...
please tell me you're gonna ask Keenan on this one
cause he's...whole rants on closing.
(laughing)
- All right. Well, we're gonna toss this one over to Keenan.
- I'm gonna be simple and sweet
and I'm not even gonna explain myself.
If you can't figure it out, it's not my problem.
Closing happens at the beginning.
When you identify a problem
and they say they want to solve the problem,
as long as your solution solves that problem
and you agree it solves that problem,
the closing happens by itself.
Don't. I can already hear people chirping, chirping.
Well, you gotta ask for it.
Yeah, what you can say is, is there anything I missed?
Can we see how this problem goes away? Great.
what do we do next?
To me, there's two steps to the sale.
There's the buy, the verbal buy.
And then there's the T's and C's and all that other crap
because everybody makes it difficult to get the deal done.
But getting someone to agree that your solution is the one
they should go with, starts at the beginning.
If you're at the end and you gotta close,
you screwed up royally.
Well, I think my question on the closing here is,
is it timing?
Because there is reality that there is an end of month,
and there's a reality that there's an end of quarter.
(laughing)
And the people who are watching this
and submitting questions, they have monthly targets to hit,
and they only have a certain number of deals to do it.
- Keenan said though too, you gotta build your pipeline.
When you have a bigger pipeline
you don't have those closing issues.
- The biggest problem with closing is
we close on our timeline, our priorities.
So first of all, that's why during the qualification phase
it's so important to understand the timeline and priorities
and what happens if those don't get met, right?
But a little iteration to Keenan's
rant there,
which I agree with actually,
I think too many people think of closing as
closing for the deal.
There are a million different things throughout
the sales process that you close for.
You close for a next step,
you close for a meeting with power,
you close for a timeline, you close for all that stuff.
So if you look at it that way,
well now you're closing all the way through
and the end should be an outcome of that entire process.
But if you're not, if you're not closing for those things
effectively what you're doing is you're conditioning them
to keep asking for stuff, and without you asking for things,
or quote unquote closing for things, then at the end
when you ask for that big ask,
it's not gonna come across as natural,
it's gonna feel like it's all about you now,
cause now you've earned it, right?
You've earned all this shit.
I've given you everything you asked for, now it's my turn
because I gotta get my end of the quarter,
I gotta get my end of the month,
so now I'm gonna try to close on you.
So that's why if you look at closing as end of the deal,
you're dead. Dead in the water.
If you look at it as, to Keenan's point,
closing early and often,
then you can start to layer in techniques.
And, this is where I differ from keenan a little bit,
I do believe that techniques are valuable
to understand, what's an assumptive close,
what's a trial close, what's the hard close,
those techniques so I can understand where to put them
throughout the process.
Not the closing technique at the end,
which everybody kind of associates it with.
That's the place where I look at it.
I think those techniques are helpful,
so that you understand how and when and where to use them,
on who, but not just at the beginning.
- Could you give me an example?
Say there's the rep who, you know,
they've been working a deal for many months
and it is the end of their quarter,
and it's either gonna come in this quarter
or it's gonna come in next week
and it would make a difference.
What's a technique you would use
if the rep has teed everything up,
and it's really just a matter of timing.
Is it gonna come in this week or next week?
- So, there's no technique that is gonna...
what do I say in that moment with that client?
I think that's the wrong way to look at it.
I would back out and say...like here's an example,
somebody says, yeah John we're gonna close by
the end of the month, right?
Or we're doing an evaluation right now,
because I talk about gives and gets in
negotiations all the time.
So for instance say somebody is go for,
hey John, we need references.
Okay, references are probably at
the end of the sales process, right?
We're at the end zone here, so my give to you is references,
my get from you is a yes, no meeting on your calendar.
So what I'll say is,
Michelle, I'm happy to give you references.
Are you gonna check those references this week?
Yeah, we are. Okay, cool.
So when do you want to schedule a call
so I can get a yes or no from you either way?
And by the way, going back to Lori's point,
yes or no, right? No's the second best answer in sales.
I'll say when do you wanna, and you'll say,
you know what, John...
you'll say, we'll connect with you...
we'll get to you on Friday.
Cool. When on Friday? Actually, you know what,
you got your calendar in front of you?
Why don't we just throw a meeting on the calendar,
this way we don't have to play chase.
I literally say those words. So we don't have to play chase.
Letting you know we're gonna play chase.
And I'm better at it than you are, right?
So now...cause I'll straight up say,
look we can do this the easy or the hard way, right?
Either put it on the calendar, I can get a yes or no
from you either way, or you can at least tell me,
John we're not ready to make a decision,
don't push it, right?
Or do this the hard way and we don't.
And then I stalk the shit out of you,
I call you at home, you know what happens, right?
So I think that's where if I can lock you into...
and by the way, don't ever...if a clients says,
we'll close by the end of the month,
and you're going to use discount, oh holy shit,
to get that, which I hope you don't, but I get it,
I understand the game, if you're gonna do it,
don't wait, don't say the last day of the month.
It's a week before the last day of the month.
If you're gonna close at the end of the month
and we agree to that,
yes John we're gonna make that decision. Fantastic.
Hey, John do we have any wiggle room
that'll help us get our foot over the end zone?
All right, fine. I might be able to shave 10 percent
if you can close the week before the end of the month.
Cause everybody knows what happens.
So just some small little nuance there.
Don't ever wait till the end of the month.
Don't ever use discounts to close deals.
And preemptively address it before it even happens.
And would even have the conversation with the client.
I'd say, Michelle you know what happens
at the end of the month and so do I.
My business gets crazy, yours does too. I know that.
And inevitably we're going to agree
that at the end of the month this is going to move forward
and something's gonna come up on your end
and I don't want to have that to happen
because then we have to have
an awkward conversation on Monday.
So how can we make sure that that doesn't happen?
- And you can even say, here's how it works.
You know, rather than...
this is how it works if we're gonna work together.
And Michelle, what John was talking about
and Keenan too is that it's a two way street
and for those who are newer in sales,
you should know it's not all about you
you know, doing whatever the prospect wants
so that you can get business with them.
It has to go back and forth. And we can check on it
very early on in the first conversation
and if someone is just all about,
you gotta do this, this, this, this and this,
and then we're gonna put it up to bid and see what happens,
that's not gonna be a good fit for you.
And if you can work with someone that if I do this,
you'll do that and we can both see that
we're both committed to moving this thing forward.
Then you have a chance of bringing it to closure.
- So Keenan, would you finish us out here
on the closing piece?
Would you say that one of the biggest rookie mistakes
that reps can make is to really make the closing
about them, about their timeline,
not about solving the business challenge,
the outcome, would you agree to that?
One, not even rookie mistakes, sales mistakes in general.
At the rep level, the manager level, director level,
senior VP level, and sometimes even at the CEO level.
We are still focused on our numbers, our world,
our quota, with no regard to the customer.
So yes, unequivocally.
- Okay.
- Bravo.
(upbeat music)
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