Overcoming the biggest hurdle to Sales Success: A Client Service Selling Podcast summary
Hot on the heels of the launch of our second podcast (see our Podcast page to listen to the full episode, and the very first one too), for those who prefer to read rather than listen, here is a summary. Enjoy!
Welcome back to the podcast, all about supercharging your client and customer service teams, and your expert teams, to sell more.
This is Episode Two with Dave and David, who deliver sales training for client-facing teams in Market Research agencies and consultancies . Today, we're diving deep into a topic close to our hearts, which is once people in these teams are motivated and ready to grow their client accounts, often they get stopped in their tracks by a big obstacle that needs to be overcome. We’re here to square up to that barrier and give it a good talking to, sharing why it’s so important to break it down and critical tips on how to get started.
Let’s dive in!
First, the Gift of Feedback.
Feedback – ah, the compass guiding us through the intricate landscapes of improvement. In the aftermath of our last episode, we were lucky enough to receive two golden nuggets to answer.
Firstly, a gentle reminder from a curious soul asking, "Who are you, and what are your names?" Fair point! Let's make it clear – Dave and David, we’ve worked together for many years and at 4twenty2 we are solely focused on making growth accessible to everyone in agency land.
But onto the meatier feedback, which leads us to a pivotal discussion. Last time, we delved into the art of motivation for client service teams – how to inspire them to embrace growth proactively. Our listeners learned about the power of not jumping straight into the DOING of things. Rather, the most powerful point to start from is from a place where teams identify what they need to BE more of.
For example, David A knows he should BE braver in investing in the business. With this as the focus, he can now look at what he needs to DO to BE that kind of brave leader.
After the first podcast, a listener raised the second piece of feedback and a vital question: How can client-facing individuals BE more confident when engaging with senior decision-makers, particularly if they are newer in their career?
YOU are the expert
Confidence, a trait that emanates from knowledge and experience, is an outcome. You can’t just BE more confident, you have to arrive at it either through luck or judgement.
Our advice? Take a moment to identify the initial small steps, the foundation stones leading to the desired outcome. For example, what’s the one question you want to ask them? Rehearse it, see what happens.
Small steps, but significant strides overall.
Also, know that YOU are the expert, even with only a year or two of experience. That CEO or CMO probably has a much smaller amount of experience in dealing with your services than you do. Use this knowledge as a bolster to your confidence before you go into your next meeting.
Lastly, we again invited our listeners to send in their questions, give us your feedback…we’re here to help!
The Biggest Hurdle: Time to Overcome and Grow
Now, onto the crux of today's episode – overcoming the biggest hurdle in the pursuit of growth.
It's knowledge – not just any knowledge, but an understanding of your clients, their businesses, and the always-shifting nature of their competitive landscape.
And yes, we know it’s not glamorous or sexy. It’s definitely not up there with the excitement of a new project coming in, or your account management plans actually bearing fruit.
But it’s been proven to be the single most important driver of sales success. So important in fact, that we have a whole training module on it, helping those account managers and business development professionals take their credibility to another level.
In an interview we did earlier this year with Ashley Anzie, the maestro of Global Insights at Lego, we uncovered the transformative power of knowledge. Ashley explained the importance of knowledge as not just a tool; it's a proof point that you care.
Every nugget of information you bring to the table is a testament to your commitment, a demonstration that you've invested time in understanding their world.
The Ripple Effect of Knowledge
It's also not merely a checkbox for client meetings; it's a continuous journey. Ashley emphasized that even if you know your client really well, as an individual, continuous learning and knowledge-building showcase an enduring commitment. It's a journey that extends beyond immediate wins, creating a reservoir of insights for you and your agency that fuel long-term partnerships.
The Quiz: Test Your Knowledge
To emphasize the importance of knowledge, we challenge you with three pivotal questions:
What is the biggest driver of how your client makes money?
What is the main influence driving their decision-making?
What is their top priority for 2024?
Take a moment to reflect. How well do you REALLY know your clients? It's not just a test; it's a revelation of the gaps in your knowledge base.
Equally, once you answer these questions they tend to throw up others, leading you on a knowledge hunting mission that can open up new conversations. Which means opportunities to stand out through being able to give ruthlessly relevant advice.
But there’s an issue with all of this. No matter how well-intended teams are, gaining knowledge quickly slips down the order of priorities when the pressure is applied.
This is where we come to the best part of the podcast: applying it in the real world.
Tips for the Trailblazers
The problems in engendering a knowledge-based commercial culture boil down to two key areas:
Motivation
Time
For the leaders steering the ship, consider these tips:
Start setting Knowledge KPIs in appraisals: Integrate knowledge-building goals into the discussion. Use these goals to identify and bridge gaps in understanding, feed into account plans and open up more opportunities through a deeper understanding of what your clients are trying to achieve.
Focus on Impact: We know everyone is short on time, so make the most of the time spent on gathering knowledge. Direct your team to gather knowledge where it matters most. Focus on the areas that will have a significant impact on the future success of both you and your client.
Cadence is Key: We all know how difficult it is to start and maintain new habits. But knowledge gathering is a must for business growth. Incorporate knowledge-building into existing meetings. Ask about what’s happened in the client’s world that week. Make it a habitual part of your team's routine.
And for the individuals on the ground, remember:
Consistent Effort: Treat knowledge-building as a little-and-often exercise. Dedicate short, regular intervals to expand your understanding.
Client Interactions: Use every client interaction as an opportunity to gather knowledge. Identify gaps and fill them during your preparations.
Summary and what’s next
In the pursuit of growth, knowledge is the secret weapon that propels you forward. It's not a one-time task but a perpetual journey. Embrace the challenge, test your understanding, and take advantage of the boost in your confidence in every client interaction.
Stay tuned for more insights, feedback, and the collective journey toward client-centric excellence. In our next episode we’ll be deep-diving into how you can generate real impact with your clients.
Happy learning!
Dave & David