Episode 25:

When sales people do their homework, discovery is more productive and customers are more receptive. Or…are you listening…or waiting to talk?

About this episode

In this episode of the Thoughts on Selling podcast, we sit down with Deb Berman, an experienced sales consultant specializing in assisting early-stage tech startups, and a fellow Colgate alum! Join us as she shares her insights on building successful sales organizations, navigating the transition from startup employee to consultant, and the key elements for effective B2B sales.

Discussion Highlights:
  • Transitioning from founder-led sales to fielding a successful sales organization: Deb sheds light on the challenges founders face in growing the business and letting go of the founder-led sales process.
  • Building Buyer Personas and Effective Discovery: The significance of understanding the buyer's needs and building accurate personas in the B2B sales process.
  • Balancing People, Process, and Technology: Deb emphasizes the need for a harmonious investment in these three elements to create a thriving sales organization.
  • The Power of Warm Introductions and Referrals: Discussing the value of leveraging personal networks for warm introductions and referrals in sales.
  • Onboarding and Setting Clear Expectations: Highlighting the importance of a structured onboarding process and clear communication when bringing new salespeople on board.
  • Structuring Sales Teams with Flexibility: Deb advocates for flexibility in designing sales teams to meet the specific needs of customers and the company.
  • Preparation in Sales Calls: The crucial role of preparation in sales calls and its profound impact on the outcome of the sales process.
  • Common Mistakes: Assigning Homework to Buyers: Deb discusses the common mistake of burdening buyers with homework and emphasizes simplifying the sales (buying) process for them.
  • LinkedIn as a Sales Tool: Insights on leveraging LinkedIn for sales, focusing on engagement with prospects and participating in relevant conversations.
  • Caution Against Relying Solely on Social Selling: Deb provides a balanced perspective on social selling, urging listeners to complement it with other effective sales strategies.
Key Takeaways:
  • Flexibility in Sales Roles: Adapt to the specific needs of the company.
  • Preparation is Key: Significantly impacts the outcome of sales calls.
  • Simplify the Sales Process: Avoid assigning homework to buyers; make it easy for them.
  • LinkedIn Engagement: Use LinkedIn for engagement and conversations, not just promotion.
  • Strategic Use of Social Selling: Complement social selling with other effective sales strategies.
As we conclude our conversation with Deb Berman, we're reminded of the vital lessons in sales strategy, team building, and the nuanced use of tools like LinkedIn. Implement these key takeaways to elevate your approach to sales and drive more revenue!

To follow up with Deb, you can reach her on ⁠⁠LinkedIn⁠⁠ or via her company ⁠website⁠.


Listen to episode

Back to
Episode Listing