6: How To Tell Your B2B Brand’s Story w/ Ken Rutsky

August 01, 2018 00:21:49
6: How To Tell Your B2B Brand’s Story w/ Ken Rutsky
B2B Revenue Acceleration
6: How To Tell Your B2B Brand’s Story w/ Ken Rutsky

Aug 01 2018 | 00:21:49

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Show Notes

Breaking through the noise in a loud and crowded market is tough.

How do you make sure your messaging is being heard in a sea of competition?

Ken Rutsky, the author of Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements has created an 8-layer cake for B2B messaging that helps brands tell their story and stand out.

He spent many years in product marketing in Silicon Valley, and he specialized in security, infrastructure, and business applications in the sales & marketing automation space.  Now he helps companies define their message clearly. Ken shows businesses how they can build their brand through storytelling to accelerate revenue.

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Episode Transcript

WEBVTT 1 00:00:00.200 --> 00:00:04.599 The biggest mistake I think, that many early stage and even later stage be 2 00:00:04.799 --> 00:00:08.750 to be providers make because they think they're the hero, and it's not you 3 00:00:08.910 --> 00:00:15.429 who's the hero, it's your customer. You were listening to be tob revenue 4 00:00:15.470 --> 00:00:20.350 acceleration, a podcast dedicated to helping software executives stay on the cutting edge of 5 00:00:20.429 --> 00:00:26.420 sales and marketing in their industry. Let's get into the show. Welcome to 6 00:00:26.660 --> 00:00:29.140 be, to be a re a new acceleration. I O honey em with 7 00:00:29.260 --> 00:00:32.820 yer and I'm here today. We can Rotski, how are you getting today? 8 00:00:33.100 --> 00:00:37.009 I'm doing great. Great Chat with you this morning. No parimatory. 9 00:00:37.130 --> 00:00:40.689 When look, we were very keen to get shown the PODCASTS. Can talking 10 00:00:40.729 --> 00:00:44.890 about that. To pick of making your B to be messaging on a Playo 11 00:00:45.049 --> 00:00:49.450 cake. It's an interesting concept that with the opportunity to discuss. But before 12 00:00:49.490 --> 00:00:53.200 we go into the details of the way you go about and how you come 13 00:00:53.240 --> 00:00:57.399 up with that eight layer cake, would you mind giving us a little bit 14 00:00:57.439 --> 00:01:00.640 more background us to can red skis and and what does your company do? 15 00:01:00.920 --> 00:01:04.989 Yeah, absolutely, thanks and despite the topic, I'm not a pastry chef, 16 00:01:07.590 --> 00:01:12.109 so I'm came up through product marketing and Silicon Valley. For a couple 17 00:01:12.109 --> 00:01:17.870 of decades. I've been working in business to business technology marketing. Really focused 18 00:01:17.909 --> 00:01:23.540 on three main areas in my career and in my consulting practice. Security infrastructure 19 00:01:23.620 --> 00:01:27.540 of all types, whether that's monitoring, managements orge that kind of stuff, 20 00:01:27.620 --> 00:01:34.090 and then business applications, primarily in the sales and marketing automation space. And 21 00:01:34.409 --> 00:01:40.290 Yeah, I think what those have in common is very loud and prouded markets 22 00:01:40.530 --> 00:01:44.209 and getting your message to find in a way that it can be heard and 23 00:01:44.290 --> 00:01:49.760 it's powerful is definitely a challenge. And so my consulting practice is really focused 24 00:01:49.799 --> 00:01:53.760 on go to market excellence and achieving go to market leadership. And Yeah, 25 00:01:53.799 --> 00:01:59.439 the thing I'm really passionate about is how businesses can tell their story and build 26 00:01:59.439 --> 00:02:04.510 their brand message in a way they can accelerate their revenue. And so it's 27 00:02:04.549 --> 00:02:07.189 good fit with this podcast title. I think that makes perfect sense. And 28 00:02:07.229 --> 00:02:12.110 Yeah, we also come across lots of startups that, you know, often 29 00:02:12.229 --> 00:02:16.939 of fantastic products but may not have the ability to translate the technical message into 30 00:02:16.979 --> 00:02:22.340 business message or message that will reasonate with the with the right to gen so, 31 00:02:22.419 --> 00:02:24.419 yeah, your type of activity and what you do for your clients as 32 00:02:24.419 --> 00:02:28.580 actually make a lot of sense for us and we owned those one where you 33 00:02:28.659 --> 00:02:31.449 come from. So I want to go straight into our discussion and obviously you 34 00:02:31.530 --> 00:02:35.650 know this is, as I mentioned on your this is a very interesting topic 35 00:02:35.810 --> 00:02:38.009 for us to discuss, because messaging is key and messaging is at the heart 36 00:02:38.449 --> 00:02:43.969 of what we do here to Portis, and I know that recently you really 37 00:02:44.009 --> 00:02:46.960 is an article about make your messaging and eight layer cake. But for the 38 00:02:47.039 --> 00:02:50.800 purpose of maybe the people that have know that the chance to come across that 39 00:02:50.879 --> 00:02:53.360 that article would you maintaining a small but the concept, and now you can 40 00:02:53.560 --> 00:02:58.240 about the concepts. Yeah, and I'm going to chop for of those layers 41 00:02:58.319 --> 00:03:01.270 out to start with and just focus on the the core for layers, and 42 00:03:01.349 --> 00:03:05.509 then what we will figure out how to multiply that by two and get to 43 00:03:05.629 --> 00:03:08.669 aid in a few minutes. But if you think about messaging, the way 44 00:03:08.750 --> 00:03:13.699 I think of this is you have four layers of messaging that you need to 45 00:03:13.860 --> 00:03:17.620 develop as a tob provider and, as I say, that goes from mythos 46 00:03:17.699 --> 00:03:22.580 to money. And what I mean by that is at the very top you've 47 00:03:22.580 --> 00:03:27.610 got the brand aspirational layer. You know what is this big message that you 48 00:03:27.729 --> 00:03:30.729 have in a good example of that is early on in the days of Sales 49 00:03:30.810 --> 00:03:37.169 Forcecom, the big mythos, so the big brand aspirational message was the end 50 00:03:37.210 --> 00:03:40.560 to software. And but you know, people don't buy aspiration. What I 51 00:03:40.639 --> 00:03:46.280 actually think people buy at the end of the day is a transformational capability that 52 00:03:46.360 --> 00:03:51.360 you bring into their organization. So at the second layer, I call this 53 00:03:51.520 --> 00:03:54.560 the magical layer, and to me this is the most important of the four 54 00:03:54.639 --> 00:04:00.550 layers because it is the core of how you build the all that. The 55 00:04:00.629 --> 00:04:04.469 rest of it, and the reason I call it magic is there's a framework 56 00:04:04.469 --> 00:04:10.780 called the heroes journey that a cultural anthropologist named Joseph Campbell came up with in 57 00:04:11.020 --> 00:04:16.699 the early S, which basically said all of our great storytelling mythologies follow this 58 00:04:16.819 --> 00:04:20.500 framework of the Heroes Journey and if any of your listeners have watched any of 59 00:04:20.540 --> 00:04:26.449 the star wars movies or many of the Disney movies, they all follow this 60 00:04:26.569 --> 00:04:31.769 basic framework that essentially says the heroes living in his or her world, it 61 00:04:31.889 --> 00:04:36.449 gets disrupted, they have a death or neardeath experience, they need a God 62 00:04:36.449 --> 00:04:42.399 or goddess and get a magical gift and then they come back to their world 63 00:04:42.519 --> 00:04:46.600 and transform it to a better place. And if you think about the biggest 64 00:04:46.639 --> 00:04:51.519 mistake I think that many early stage and even later stage be to be providers 65 00:04:51.560 --> 00:04:56.389 make because they think they're the hero and it's not you who's the hero, 66 00:04:56.509 --> 00:04:59.829 it's your customer. But the role you want to play in that story is 67 00:04:59.829 --> 00:05:03.430 the magic you want to be, that transformative magic that takes the your customers 68 00:05:03.550 --> 00:05:08.579 reality and transforms it into a better place. I call that a viewpoint story 69 00:05:08.980 --> 00:05:13.540 or breakthrough marketing story, and that's a big piece of it. So you 70 00:05:13.660 --> 00:05:18.060 kind of go from aspirational to transformational and you know if it building on the 71 00:05:18.100 --> 00:05:21.370 sales first example, you know go from the end to software. But the 72 00:05:21.449 --> 00:05:29.050 real transformational promise to the user was will actually get crm implemented successfully for you, 73 00:05:29.649 --> 00:05:31.769 because back one five hundred and twenty years ago and sales firth started, 74 00:05:32.170 --> 00:05:38.279 people had a lot of problems with Oracle and seeble and other crm systems and 75 00:05:38.399 --> 00:05:41.639 actually getting them implemented at getting value out of that. So that was a 76 00:05:41.680 --> 00:05:45.519 pretty magical promise to that user. And then if you go to the third 77 00:05:45.600 --> 00:05:49.509 layer of that four layers, it's really the what I call the money layer, 78 00:05:49.829 --> 00:05:55.189 because people will motivate around a transformational story. But then you need to 79 00:05:55.350 --> 00:06:00.389 prove that there's value in what you deliver. So that's where things like value 80 00:06:00.470 --> 00:06:04.899 based messaging and what are your key business benefits comes in, and that's critical 81 00:06:05.060 --> 00:06:10.819 to define, because you might get someone excited with that transformational story, but 82 00:06:11.180 --> 00:06:17.019 you'll never get the purchase justified without the money or without the Roi that you 83 00:06:17.139 --> 00:06:21.290 can provide in the value based messages. And then, last but not least, 84 00:06:21.329 --> 00:06:26.009 you get into how do you do it, because technical buyers especially want 85 00:06:26.009 --> 00:06:30.250 to understand the how, and one of the ways you get credibility in your 86 00:06:30.329 --> 00:06:34.600 message is to be able to very, very tightly link your how with your 87 00:06:34.839 --> 00:06:40.079 money messages, or your method with your money, and then your method up 88 00:06:40.160 --> 00:06:44.959 to the magical story. So that's the four key layers that we build the 89 00:06:45.000 --> 00:06:49.149 whole messaging foundation up. Okay, that's definitely very interesting and it does make 90 00:06:49.269 --> 00:06:53.829 sense actuate of you do, the way you go about in the method ofgy 91 00:06:53.870 --> 00:06:57.709 that you put behind that is is in a way. So if yet that 92 00:06:57.750 --> 00:07:00.230 would say we do, but we never formulated it in such an aptitulate way. 93 00:07:00.430 --> 00:07:03.939 So that's pretty good. Well, one of the concept that we discussed 94 00:07:04.019 --> 00:07:06.740 in the passage is about B to be BIOS and the fact that's, you 95 00:07:06.819 --> 00:07:11.259 know, be to be BIOS. Are there people like you, and I 96 00:07:11.500 --> 00:07:14.500 like, you know, all of us listening to this podcast, but they 97 00:07:14.540 --> 00:07:17.009 also need to see a personal value. You to dump out she'ses, and 98 00:07:17.730 --> 00:07:20.009 I think it would be good, you know, because what did your posted 99 00:07:20.089 --> 00:07:23.730 these, because that's in mult detend into the best in you know, known, 100 00:07:23.850 --> 00:07:27.050 but guess environment. It would be good if you could in operate some 101 00:07:27.129 --> 00:07:30.079 of the ads that you show with me on that topic. Fall agains. 102 00:07:30.480 --> 00:07:33.680 Yeah, absolutely, and that's how we multiply the for and get to too, 103 00:07:33.879 --> 00:07:39.240 because I think typically we start with the business value, in the business 104 00:07:39.319 --> 00:07:44.389 message and the business transformation in the business magic, but we also have to 105 00:07:45.069 --> 00:07:47.949 explain to the buyer what's in it for him or her. What's that, 106 00:07:48.430 --> 00:07:53.670 you know, aspiration we have for them? We're going to turn your reputation 107 00:07:54.029 --> 00:07:58.980 from tactical to strategic, and the organization might be an aspiration that we provide 108 00:07:59.019 --> 00:08:01.860 to the buyer. And then, you know, what's the journey we're going 109 00:08:01.860 --> 00:08:05.100 to take you on as the user of this product, and how are we 110 00:08:05.139 --> 00:08:11.220 going to make your life better? Not just provide business transformation but personally what 111 00:08:11.379 --> 00:08:15.850 this is going to do for you and then what value do you get out 112 00:08:15.850 --> 00:08:18.490 of it? So you know, that might be something like you're seeing as 113 00:08:18.529 --> 00:08:24.970 the expert in quickly deploying new business applications within the organization or something like that. 114 00:08:26.970 --> 00:08:30.959 Then we still have to answer the how question. And there's certainly overlap 115 00:08:31.120 --> 00:08:33.840 between, you know, the first four and the second four layers, but 116 00:08:33.960 --> 00:08:39.360 I think what most providers do is they don't even think about that, you 117 00:08:39.440 --> 00:08:43.870 know, second four layers of the cake. They really just if they're smart 118 00:08:43.909 --> 00:08:48.149 enough to think about the first for which many are, they really don't connect 119 00:08:48.190 --> 00:08:52.549 at a personal level on those second for messages. Yeah, by the way, 120 00:08:52.909 --> 00:08:54.549 if you want to find out who does this, the great sales people 121 00:08:54.669 --> 00:09:00.220 do this all the time. In fact, sometimes great sales people don't even 122 00:09:00.299 --> 00:09:03.779 need those first for all they need to do is convince the buyer that it's 123 00:09:03.820 --> 00:09:07.779 great thing for them personally. So okay, and so I would you advise 124 00:09:07.860 --> 00:09:11.049 on that, e. bring that message, because obviously there is a few 125 00:09:11.129 --> 00:09:16.649 things in date layouts. Can you put that into like a one minute a 126 00:09:16.649 --> 00:09:18.409 little bit up pitch, or do you think he's a batter to the developed 127 00:09:18.409 --> 00:09:24.799 of a sequence. When you engage with a prospect, Houl do you spread 128 00:09:24.919 --> 00:09:28.200 to slay out? I would see who play your best spread of a time 129 00:09:28.840 --> 00:09:33.519 and then evelped to prospect organ in any word, challenge here, because people 130 00:09:33.559 --> 00:09:37.480 can only remember three, plus or minus two things right. So I like 131 00:09:37.590 --> 00:09:41.830 gets us to five at best, and we're at eight here. So you 132 00:09:41.909 --> 00:09:46.149 know, I think the critical choice here is where do you focus in the 133 00:09:46.350 --> 00:09:50.750 story or that magical layer? To me, is the place to focus in. 134 00:09:50.870 --> 00:09:54.539 Recently, jody beans all, who is the founder of that dynamics, 135 00:09:54.620 --> 00:10:01.059 wrote a great peace and Entrepreneur magazine and he basically said a lot of companies 136 00:10:01.100 --> 00:10:03.659 have great ideas, and you said this earlier, so you're in good company. 137 00:10:05.059 --> 00:10:09.490 But yeah, the ones to succeed, the ones who convince employees, 138 00:10:09.610 --> 00:10:13.370 investors and cost summers to go on a journey with them, are the ones 139 00:10:13.409 --> 00:10:16.809 who tell a great story. So I always say it starts and ends with 140 00:10:16.929 --> 00:10:22.120 the story. One of my clients recently said to me, you know, 141 00:10:22.279 --> 00:10:24.960 can we've been doing this wrong. We thought the strategy should drive the story, 142 00:10:26.159 --> 00:10:28.639 but well, we realize now is the story should drive the strategy. 143 00:10:30.080 --> 00:10:33.240 So I think story start. You know, it really does start and ended 144 00:10:33.399 --> 00:10:37.750 with story, because if you don't create the context for how you talk about 145 00:10:37.149 --> 00:10:43.070 both the personal and the business value of your solution, if I don't want 146 00:10:43.070 --> 00:10:46.710 to go on that attorney, if I'm not excited by your magic, then 147 00:10:46.750 --> 00:10:50.379 all the value in the world won't make the sale. Absolutely okay, what? 148 00:10:50.620 --> 00:10:52.340 That makes perfect sense. I mean, you know, from all perspective, 149 00:10:52.460 --> 00:10:56.460 we again, as I said, we don't have to the methodology of 150 00:10:56.539 --> 00:10:58.980 the different layoffs, but we believe in the story. We feel at the 151 00:11:00.179 --> 00:11:03.259 the story is what we've got to explain. We walk with lots of disruptive 152 00:11:03.289 --> 00:11:07.169 startups and organization at all is all coming to a new market. So when 153 00:11:07.169 --> 00:11:11.250 you mentioned the name of the company, people are like Woo. You know, 154 00:11:11.289 --> 00:11:13.889 they don't. They don't know that that's right, and it's important tell 155 00:11:13.970 --> 00:11:18.330 them. Look, this is this is what the organization come from, this 156 00:11:18.490 --> 00:11:20.240 is how we come up with the ide this is this is what makes us 157 00:11:20.320 --> 00:11:24.159 different. So we come up with that concept, this is what makes us 158 00:11:24.159 --> 00:11:26.639 different, this is the value we deliver. Now you know, it's about 159 00:11:26.960 --> 00:11:31.759 how can that value be? What would that value mean in your context? 160 00:11:31.879 --> 00:11:33.230 And that's the reason why we want to engage with you and then we go 161 00:11:33.350 --> 00:11:37.350 through, obviously passing on to some of our clients and steam of doing you 162 00:11:37.429 --> 00:11:41.350 Tel said. But then you've got, I guess, from a perspective, 163 00:11:41.429 --> 00:11:43.389 to so going to layout, which is okay. We're going to go into 164 00:11:43.389 --> 00:11:46.029 a bit more details, but we have the possession to being directive and people 165 00:11:46.179 --> 00:11:48.820 to open up so they can ever post to on the something. We can 166 00:11:48.860 --> 00:11:52.139 make the magic happen. As I said, you know, I think it 167 00:11:52.299 --> 00:11:54.700 makes a lots of sense and what you went through us, I'm sure he's 168 00:11:54.820 --> 00:11:58.860 really, really at full for you know, and and a putty. They 169 00:11:58.899 --> 00:12:03.129 gotts of insight from the way you put it together. I guess can my 170 00:12:03.370 --> 00:12:05.929 magic, you know that I helped me. I try to bring to my 171 00:12:05.049 --> 00:12:11.049 customers is exactly what you said, is of methodology for telling this story in 172 00:12:11.129 --> 00:12:15.840 a way that going to get you attention and is proven and works and is 173 00:12:15.919 --> 00:12:18.080 scalable. And so yeah, I think the big challenge, you know, 174 00:12:18.159 --> 00:12:22.399 that you point out right exactly, is exactly that is. If I'm a 175 00:12:22.519 --> 00:12:28.159 new security vendor, I'm competing with probably three to four thousand other absolutely years 176 00:12:28.240 --> 00:12:33.590 out there and if I start at, you know, my Roi My business 177 00:12:33.669 --> 00:12:39.870 value. Now I'm competing with everybody because everybody who's going to do anything has 178 00:12:39.909 --> 00:12:43.429 good business value right, and they figured that piece out. So what I 179 00:12:43.549 --> 00:12:46.580 need to do is I need to move away from Rohi. Is the first 180 00:12:46.620 --> 00:12:48.980 thing, and I need to think about return on strategy is the first thing. 181 00:12:50.019 --> 00:12:54.379 I need to convince that my my customer, that they need to get 182 00:12:54.419 --> 00:12:58.649 to and if I can align my value around this story that we're talking about, 183 00:13:00.250 --> 00:13:03.409 that's how I do it. And so the chapters of the story are 184 00:13:03.929 --> 00:13:09.450 well structured and all articulated in my book, lunching to leading and a lot 185 00:13:09.529 --> 00:13:11.769 of the blogging I do, but in how we put it together to the 186 00:13:11.879 --> 00:13:16.080 customers. And Yeah, I think it might be worth just walking through that 187 00:13:16.240 --> 00:13:18.759 really quick to absolutely, but I wasn't. That was my next question. 188 00:13:18.879 --> 00:13:24.879 So you're reading my mind. Talking about launching to leading. Your book you 189 00:13:26.000 --> 00:13:30.710 speak about the importance of the messaging and how you positioned that message and basically, 190 00:13:30.789 --> 00:13:33.470 I'll do. You come out of the crowd. I'll do you breaks 191 00:13:33.509 --> 00:13:35.230 through the noise, because there is a lot of noise. You just need 192 00:13:35.309 --> 00:13:37.750 to go to you know, and we we speak about about security, but 193 00:13:37.830 --> 00:13:41.389 you can do big data you can. You can look at any yeah, 194 00:13:41.500 --> 00:13:45.179 any, any. They I ever, think it's everywhere and it's it's got 195 00:13:45.259 --> 00:13:50.100 to be very, very confusing for prospects. Okay, it's less confusing for 196 00:13:50.139 --> 00:13:52.620 us, I think, because we are in the market and we speak with 197 00:13:52.740 --> 00:13:56.129 these vendors every day. We breason live it and we've got people from the 198 00:13:56.210 --> 00:13:58.610 insight telling us, you know, the stories that maybe the prospect don't know 199 00:13:58.730 --> 00:14:01.370 about. But for the process. If I was a prospect, I think 200 00:14:01.450 --> 00:14:05.289 my head would be spinning about the volume of about options I've got available. 201 00:14:05.649 --> 00:14:09.759 Coming back to my question, which is probably the most important question that I 202 00:14:09.840 --> 00:14:13.879 wanted to ask you today, how can you you stand out from the crowd 203 00:14:15.159 --> 00:14:20.480 from messaging perspective? Yeah, so again I'm gonna sound a little bit like 204 00:14:20.639 --> 00:14:22.240 the all broken record. I think it's the story you tell, and so 205 00:14:22.320 --> 00:14:26.990 let me walk through why that's so important, how we do it with clients. 206 00:14:28.470 --> 00:14:33.470 So basically, if you think about that heroes journey metaphor that I mentioned, 207 00:14:33.870 --> 00:14:37.549 you apply that to a be to be messaging framework. That sounds kind 208 00:14:37.549 --> 00:14:41.899 of strange, but I figured if it's good enough for all our mythologies and 209 00:14:41.940 --> 00:14:45.379 it's good enough for George Lucas, and it's good enough for Disney, it 210 00:14:45.419 --> 00:14:48.940 would be good enough for me. So I built off of that framework and 211 00:14:48.500 --> 00:14:52.009 you essentially, the story has four chapters and it goes like this. The 212 00:14:52.129 --> 00:14:56.690 world's change, it's become a different place. Here's what it's like, and 213 00:14:56.769 --> 00:15:01.210 I'm not talking about myself, I'm talking about my customers world. So the 214 00:15:01.330 --> 00:15:05.450 world that you live in, Mr Customer, looks like this today. Yea. 215 00:15:05.490 --> 00:15:07.440 And what I'm going for there is, you know, a little bit 216 00:15:07.480 --> 00:15:11.440 of the old rapport building and the head not yeah, and you know, 217 00:15:11.519 --> 00:15:15.000 it does look like that. And then the next part of the chapter as 218 00:15:15.039 --> 00:15:20.000 well, if you're trying to solve this problem and you're using solutions that were 219 00:15:20.039 --> 00:15:22.870 built for an old world, here's all the pain that you're going to find 220 00:15:22.909 --> 00:15:28.470 yourself in or the missed opportunities that you're not going to be able to take 221 00:15:28.470 --> 00:15:31.190 advantage of. Ye, if I do that right, then the prospect is 222 00:15:31.269 --> 00:15:35.230 saying, yeah, I do have that pain. Or, you know what, 223 00:15:35.350 --> 00:15:39.220 I never realize the source of that pain was because I was doing this 224 00:15:39.419 --> 00:15:45.700 wrong. I face you're all your so yourso get yourself as a something like 225 00:15:45.820 --> 00:15:48.779 an next belt ormost a ducto. You know what I can. When you 226 00:15:48.820 --> 00:15:50.889 go to the ductor you don't know why you've got buck pain. Hey, 227 00:15:50.970 --> 00:15:54.730 that's all right, you know. And and I think when you do that 228 00:15:54.929 --> 00:16:00.009 right, which we just went through Yees, open up. But either bit 229 00:16:00.049 --> 00:16:02.809 more and people will listen to what you've got to say because you're if you 230 00:16:02.889 --> 00:16:06.159 own the some that context, if you're able to say what I believe that 231 00:16:06.200 --> 00:16:07.840 this is what it's coming from and you can go to the next pot of 232 00:16:07.879 --> 00:16:11.320 the examination. But that is the wilope. Nothing is the first battle, 233 00:16:11.480 --> 00:16:15.879 woman, which is plus books need to tick is around. Are You unexpect 234 00:16:15.919 --> 00:16:18.429 or not? Do you own those on my wall? So yeah, appreciate 235 00:16:18.470 --> 00:16:22.309 what you are saying and definitely show your opinion on that. Yeah, and 236 00:16:22.870 --> 00:16:26.269 yeah, foresters did some research, I think about six or seven years ago, 237 00:16:26.309 --> 00:16:30.990 where they interviewed BTB buyers and they said what do you want out of 238 00:16:30.029 --> 00:16:33.899 your sales wrap and what do you value out of sales reps, and product 239 00:16:33.980 --> 00:16:38.860 knowledge was like something like number eight on that list. Number one was they 240 00:16:38.940 --> 00:16:44.379 understand my business and number two is that they teach me something. I don't 241 00:16:44.379 --> 00:16:48.289 know. So this is the opportunity for you know what the Challenger folks will 242 00:16:48.330 --> 00:16:52.330 call commercial insight or teaching. Yeah, so if I can go and do 243 00:16:52.490 --> 00:16:56.610 that, then I earn the right aid to tell the rest of my story 244 00:16:56.730 --> 00:17:00.970 but maybe, even more importantly, to engage in a conversation where I get 245 00:17:00.009 --> 00:17:03.680 to ask questions and learn things to it's respected, which is imported. It 246 00:17:03.759 --> 00:17:07.559 as a challenge on model is is a beautiful modulist. This is what we 247 00:17:07.599 --> 00:17:10.680 use as a methodology here. So yeah, we very familiar with that. 248 00:17:11.119 --> 00:17:12.160 Yeah, and I think the thing that challenge, you know, the thing 249 00:17:12.200 --> 00:17:18.670 I've always been challenged with by challenger, is it it assumes that your organization 250 00:17:18.789 --> 00:17:22.230 can, people in the organization can find the commercial insight when they're in the 251 00:17:23.109 --> 00:17:26.349 battle, and what I want to do is arm them with the right commercial 252 00:17:26.430 --> 00:17:30.859 insight going in that can start that process. So then we get it the 253 00:17:30.940 --> 00:17:36.740 next chapter and we've kind of transition from talking about the customers world to talking 254 00:17:36.779 --> 00:17:38.940 about solutions. And now we say, well, what if you took a 255 00:17:40.019 --> 00:17:45.529 different approach or had a different mindset about this problem? And then after I 256 00:17:45.569 --> 00:17:49.849 talk about you know, if you flip your mindset to think like this and 257 00:17:51.089 --> 00:17:53.890 take this different approach, what you'll realize, as you need these kind of 258 00:17:53.970 --> 00:18:00.000 innovations in order to solve the problem for today's world. And that's where I'm 259 00:18:00.160 --> 00:18:04.400 starting now, to very briefly get to my uniqueness as a provider, but 260 00:18:04.480 --> 00:18:08.759 then very quickly I want to transition now to the back to the customers world, 261 00:18:10.079 --> 00:18:12.950 and when you do that you get to this much better place where you're 262 00:18:12.990 --> 00:18:18.069 getting all this business value and now you see how the story then comes full 263 00:18:18.150 --> 00:18:22.750 circle back to the customers world, from the customers present to the customers transformational 264 00:18:22.910 --> 00:18:29.099 future and then the value they get. I drive into my second layer or 265 00:18:29.180 --> 00:18:32.619 the third layer of the cake, those value messages. And so if I 266 00:18:32.779 --> 00:18:36.819 start with the story, I don't run the risk of coming in and, 267 00:18:37.059 --> 00:18:40.460 you know, as the classic saying would be, showing up and throwing up 268 00:18:40.500 --> 00:18:44.650 about my product. Yeah, well, we should. A few people do 269 00:18:44.769 --> 00:18:49.410 that in the bestaseoth mentioned. Yeah, really. So that's what's very used 270 00:18:49.450 --> 00:18:52.170 for. I mean obvious thinking, ass of insight, of I mean, 271 00:18:52.210 --> 00:18:56.119 I'm I'm very excited write it every single time I speak to you because I 272 00:18:56.160 --> 00:18:59.079 think we also show the some sort of value about, you know, the 273 00:18:59.160 --> 00:19:00.599 way we go about it, and not just on messaging but on a few 274 00:19:00.640 --> 00:19:03.799 other thing so thank you very much for sharing your ideas. I think it 275 00:19:04.000 --> 00:19:07.559 was definitely lots of inside apology. It's probably, as I said, you 276 00:19:07.640 --> 00:19:11.630 know, lots of people trying to do the right things, but again sometimes 277 00:19:11.670 --> 00:19:15.710 putting a frame around it, reformulating with a new methodology like you do it. 278 00:19:17.029 --> 00:19:21.269 Is it very useful, because he makes almost makes things falling into place? 279 00:19:22.069 --> 00:19:23.940 Yeah, I'd leave you with frame is the exact word, because what 280 00:19:25.019 --> 00:19:30.299 I want to do is frame the market conversation that's happening and influence it and 281 00:19:30.500 --> 00:19:33.500 create the context where my value is going to be greater than my competitors values 282 00:19:33.819 --> 00:19:38.970 and I become strategic as opposed to just a tactical purchase, and that's how 283 00:19:40.009 --> 00:19:41.609 you break through and late. Yeah, I think that's you know, you 284 00:19:41.890 --> 00:19:47.890 preaching someone who's already converted, but I'm under person with you here now, 285 00:19:48.490 --> 00:19:52.769 follogens, if anyone wants to take that conversation of flying with you, reach 286 00:19:52.920 --> 00:19:56.119 to you. Reach out to you. On Gage, we can Redski. 287 00:19:56.240 --> 00:20:00.599 What's the best way to discuss grows strategy on Gage with you? Took to 288 00:20:00.680 --> 00:20:04.279 you by your book. How do we do that? Yeah, go to 289 00:20:04.359 --> 00:20:08.029 can ratskycom and you can do all the about you'll find links to where you 290 00:20:08.069 --> 00:20:15.069 can buy the book. You'll find request a meeting linked there and you'll find 291 00:20:15.109 --> 00:20:19.509 all my blogs and information about events and you can always email me. That's 292 00:20:19.549 --> 00:20:26.259 an easy one too. It's just can at Kjr Associatescom. That's k they 293 00:20:26.380 --> 00:20:30.299 are Associatescom and it just can there. But you can find that up on 294 00:20:30.380 --> 00:20:34.769 Ken redskycom too, so that all the best place to connect perffects and red 295 00:20:34.809 --> 00:20:41.410 skis are ut S K y. You got corrected. It absolutely is facts. 296 00:20:41.609 --> 00:20:44.730 Okay, good, well, can there was really good. So thank 297 00:20:44.730 --> 00:20:48.170 you very much for your time and insight today. Much appreciated value your time. 298 00:20:48.210 --> 00:20:52.960 I know you you extremely busy and involving lots of different project. As 299 00:20:52.000 --> 00:20:56.359 I said, Andreid let's of was autopiquiz you. So I'm sure we will 300 00:20:56.440 --> 00:20:59.319 reach out to you and then your food shot to discussos out top pics, 301 00:20:59.359 --> 00:21:02.640 but for today, again, thank you very much. Thank you. Thank 302 00:21:02.680 --> 00:21:10.349 you. operatics has redefined the meaning of revenue generation for technology companies worldwide. 303 00:21:10.390 --> 00:21:15.190 While the traditional concepts of building and managing inside sales teams inhouse has existed for 304 00:21:15.309 --> 00:21:21.099 many years, companies are struggling with a lack of focus, agility and scale 305 00:21:21.500 --> 00:21:27.019 required in today's fast and complex world of enterprise technology sales. See How operatics 306 00:21:27.099 --> 00:21:33.210 can help your company accelerate pipeline at operatics dotnet. You've been listening to be 307 00:21:33.369 --> 00:21:38.049 tob revenue acceleration. To ensure that you never miss an episode, subscribe to 308 00:21:38.089 --> 00:21:41.569 the show in your favorite podcast player. Thank you so much for listening. 309 00:21:41.609 --> 00:21:42.730 Until next time,

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