In a recent blog post we shared the top 25 Must-Tweet Moments from the 2017 Growth Acceleration Summit. And, while we covered some great territory, we have even more great takeaways to share with you.
Keep reading for 16 more insights straight from the speakers of the 2017 Growth Acceleration Summit.
“People run away from things that are chasing them.” – Jeb Blount
This quote comes from Jeb Blount’s presentation: Sales EQ: Sales-Specific Emotional Intelligence and the 5 Traits of Ultra-High Performers. Essentially he means, the more desperate you are to sell, the less likely it is to happen. Rather than pushing your prospects away, work with them to understand their wants and needs.
This goes hand-in-hand with Jeb’s next quote!
“People buy for their reasons, not yours. Speak their language, not yours.” – Jeb Blount
To reiterate, your prospect doesn’t care if your rent bill is coming up or why you need to make a specific sale. They do care how your product is going to help them. Be invaluable and think like your prospect.
“Don’t get complacent. Say, ‘I made a mistake, I’ll fix it.’” – David ‘Finch’ Guenther
This quote comes from a presentation from Afterburner, a professional training and coaching organization. From the perspective of a fighter pilot, Finch gave some invaluable lessons on performing your best in the workplace.
“Mission objectives must be clear, measurable, and achievable.” –David ‘Finch’ Guenther
The next quote from Finch is an important follow up to this one, check it out.
“If you ever lose sight, you’ll lose the fight.”—David Finch Guenther
When you’re focused on individual projects, it’s easy to lose sight of your mission objectives. If you keep your goals in mind throughout every step of planning and strategy, you’ll be able to reach your mission objectives.
“A purple cow is remarkable, worth making a remark about.” – Seth Godin
From his keynote presentation, Dancing on the Edge of a Revolution, Seth Godin explains that a cow on its own is not remarkable, but by making one small change it becomes remarkable. The same goes for your products and services; if you do what everyone else is doing it’s not remarkable. You must do something to differentiate yourselves from competitors.
“When we make process the point, instead of end results, we get better end results.”—Jay Acunzo
Jay Acunzo’s presentation—Be the Exception: How Brilliant Marketer’s Find and Follow What Makes Their Stories Different in a World Full of Average Content—was full of gems like this. The point? Don’t get so caught up in your end results, that you lose focus of the steps you need to take to get there.
“When you’re faced with a potential customer they want to know if you see what they see. If you see their problems, you can help.” – Chris Voss
Chris Voss, FBI negotiator, gave an excellent presentation about tactics that work in both hostage negotiations and business communications. See our previous post where we explain that it doesn’t do much to simply tell customers you understand—instead, demonstrate that you understand by solving their problems.
“ABM is like wrestling a bull to the ground, one at a time.” – Joe Chernov
Joe Chernov likens ABM to cattle herding. Traditional lead generation tactics resemble hundreds of cows entering a barn, and you’re not really sure what goes on in the barn, but only a few ever come out. ABM on the other hand, is like wrestling one bull at a time; you have to figure out exactly how to take it down.
“The best direct mail campaigns are at the intersection of stuff people want but won’t buy for themselves.” –Joe Chernov
Citing a specific campaign, Joe Chernov gave attendees this important advice. In his example, Joe explains a time he asked anyone who filled out a form for their shoe size and subsequently mailed them a customized pair of shoes.
“Every account you have shabby data on, is one fewer account from an already restricted pool.” –Joe Chernov
Joe Chernov talks the importance of data quality—and we couldn’t agree more. Why limit yourself by using bad contact data?
“In every sales conversation, the person with the greatest emotional control has the highest probability of gaining the outcome they desire.” – Jeb Blount
This quote speaks for itself, but we must reiterate the importance of emotional control. Rather than falling victim to your emotions, try to tune in on what your prospect is feeling. Do they seem overwhelmed? Are you sharing too much information? Should you give them time to think?
Control your own emotions and read the mood of the situation. This will allow you to get what you want in the end—a sale.
“Your website is the hub of your business.” –Yonatan Stern
ZoomInfo CEO, Yonatan Stern, talks the importance of an online presence in 2017 during his keynote presentation.
“Sales doesn’t have a training problem. It has a DNA problem.” –Steve Richard
This quote comes from Steve Richard’s presentation, A Framework to Build a Rock Star Sales Team. To evaluate sales performance, organizations typically examine the sales development process.
However, according to Steve, the issue doesn’t necessarily correlate with a training problem but rather, a DNA problem. The truth is, many organizations leadership teams just aren’t doing the work necessary to accurately define the sales roles in their company. With better-defined roles, you’re sure to see higher sales performance.
“The number one question you need to ask yourself before you begin ABR, is ‘Where do I want my revenue to come from?’” – Trish Bertuzzi and Patrice Greene
Patrice and Trish told us in order to truly embrace ABR, you can’t rely on just one department to generate revenue. Account based methods can’t solely be a sales driven initiative, or a marketing driven initiative. Generating account-based revenue requires teamwork and alignment.
“Operations provides the structure and foundation for building something awesome.” –Mark Kosoglow
This quote comes from Mark Kosoglow’s presentation, How Operations Can be the Driving Force of Internal Alignment.
As many of us know, sales and marketing operations isn’t the most exciting role. Yet, operations personnel are undoubtedly necessary. In fact, they’re often the unsung heroes of an organization, acting as the hub of all communication processes.
There you have it—some of the best takeaways from the 2017 Growth Acceleration Summit. If you weren’t able to make it to this year’s event, keep an eye out for next year’s. You won’t want to miss it!