By Matt Heinz, President of Heinz Marketing
Another great episode of Sales Pipeline Radio for you. It runs live every Thursday at 11:30 a.m. Pacific. It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals.
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A lot of B2B sales professionals are doing long term, complex sale efforts, “The 60 Second Sale” sounds a little like “12 minute abs.” I ask Dave “Is it really that easy? Can you really do it this quickly?”
“The 60 Second Sale is about creating a condition under which, if your best client, the person who trusted you most in the business world, had a need and you called them up, it would only take you 60 seconds to close that deal. So, if you are adding value to somebody who already trusted you, you could close a deal in 60 seconds if you met those exact conditions. The book is about creating those conditions every single time. It’s about taking what everybody would think of as a one-call close environment and making the relationship the one-call close.”
“Another way to look at it is to take the individual moments of truth that occur throughout the day with our clients and with the evangelists who are out there recommending our services, and winning each of those individual moments of truth. So, you create an environment that is one of trust, and you make sure that you’re always focused on the wants and the needs of your clients, and you can close a deal in 60 seconds.”
Listen in to hear Dave’s thoughts on how to build the relationship, to create those conditions and needs. He talks about the things required to create differentiation, separation in what can be competitive markets.
Matt: Thanks so much everyone for joining us on another episode of Sales Pipeline Radio. You’re joining us live on the Funnel Media Radio Network, thanks very much for joining us in the middle of your workday. If you’re joining us on the podcast, thank you so much for subscribing.
Our numbers continue to grow. I think, literally in the last three or four months, our downloads have doubled, which is faster than, I think, any of the other shows we’ve seen on the network. So, very very humbled by that. This has been a lot of fun. This has been kind of a passion project for me. I appreciate everyone joining us on iTunes, on Stitcher, on Google Play, and all the places where you can find fine podcasts.
You can also find every episode of Sales Pipeline Radio, past, present, and future, on salespiplineradio.com. Each week, we are featuring some of the best and brightest minds: writers, speakers, authors, thought leaders in B2B sales and marketing. Today is no different. Very, very excited to have Dave joining us. Dave Lorenzo, he is the author of The 60 Second Sale: The Ultimate System for Building Lifelong Client Relationships in the Blink of an Eye. David, thanks so much for joining us today.
David: Hey, gentlemen, thank you for having me! It’s wonderful to be here.
Matt: You have a Fantasy Football team and something going this year?
David: Oh my god. I am a recovering Fantasy Football junkie. I got married 13 years ago, and seven years ago I stopped all fantasy sports because I like being married.
I used to do baseball, football, hockey, I even tried golf. You name it, NASCAR, you name it, I love fantasy sports. My son is 10 and he’s just starting to get into it, so I think I’m going to have to come out of retirement next year. This year I don’t, but I used to study the USA Today … remember when you opened the USA Today and they had all the stats in there, like on Tuesdays? You used to just study them and study them and figure out what I was going to do. Now, everybody has a different software program, so it’s a whole new world in fantasy. But I haven’t done it in a few years.
Matt: Well, I haven’t done it in a while as well. I’m a huge baseball fan, but making changes daily, I don’t have time for that. And, now that I’m already in week two of the NFL season, seeing the activity of some of the other teams, the drops, the trades, the waiver wires, I’m like “Oh boy.” I’m definitely not going to do very well because I just don’t have time for that either. But, it is a lot of fun. It’s kind of fun just for me to watch the game.
Let’s talk a little bit about the book. I’m excited to have you on. I’ve been following you for a little while. You’ve been on the radar, and on the radar of a lot of sales professionals and sales managers for a long time. Earlier this year, just literally in July just a couple months ago, published this new book: The 60 Second Sale.
And, I think, by looking at the title, for a lot of people that are doing, we get a lot of B2B sales professionals, a lot of people doing long term, complex sale efforts, “The 60 Second Sale” sounds a little like “12 minute abs.” Is it really that easy? Can you really do it this quickly?
I know that’s an unfair comparison, but talk a little bit about what you mean by “The 60 Second Sale” and why you wrote this book.
David: Well, The 60 Second Sale is about creating a condition under which, if your best client, the person who trusted you most in the business world, had a need and you called them up, it would only take you 60 seconds to close that deal. So, if you are adding value to somebody who already trusted you, you could close a deal in 60 seconds if you met those exact conditions. The book is about creating those conditions every single time. It’s about taking what everybody would think of as a one-call close environment and making the relationship the one-call close.
Another way to look at it is to take the individual moments of truth that occur throughout the day with our clients and with the evangelists who are out there recommending our services, and winning each of those individual moments of truth. So, you create an environment that is one of trust, and you make sure that you’re always focused on the wants and the needs of your clients, and you can close a deal in 60 seconds.
Matt: It sounds like getting to that point requires a lot of foundational work.
Matt: To build the relationship, to create the conditions and needs. Talk a little about the things that are required to create differentiation, separation in what can be competitive markets that allow for all the conditions for that 60 second sale.
David: Sure. And, you have to, that’s the part of the title that I really like. You have to win each moment. We started off by talking about sports, and the greatest sign that I’ve seen probably in the last five years hangs in the dugout of Yankee Stadium. And that says, “Win the at bat and you’ll win the games, win the games and you’ll win the championship.” And, what they mean by “win the at bat” is, moment by moment, pitch by pitch, you have to do the things necessary in order to succeed.
The conditions to create a 60 second sale start with when you first meet somebody. If you meet someone and you have an external orientation, if you meet them and you talk about them, talk about what their needs are, what their goals are and how you can help them fulfill those goals or solve their problems, your relationship is off to a good start.
How many times have you seen people walk up to other folks, either at a Chamber of Commerce event or even at what’s supposed to be a social event, and they walk up to them and they go “Listen, I can show you 15 different ways to do this, this and this. And if I do, you’ll make more money. Do you want to come meet me at my office, and we can talk about ways to do that?” I mean, you’re just pushing yourself on somebody else, and you’re starting the relationship off on the wrong foot. You’re not going to win that at bat. If you start the relationship off by saying “Hey, tell me a little bit about you and how you got into this business in the first place,” it shows that you have an external orientation. It shows that you’re interested in them, and then you can move on to helping them solve their problems.
So, that’s the first time you get up to bat. That’s your first opportunity to win.
Matt: Talking today on Sales Pipeline Radio with Dave Lorenzo, he’s the author of the new book The 60 Second Sale: the ultimate system for building lifelong client relationships in the blink of an eye.
David, I know you’ve spent a number of years doing consulting, before that spent over six years at Gallup and continue to spend a lot of time with executives, not only sales executives but executives of leading organizations, and I’m curious what trends you see out there that keep people from leaning in on an approach like this. Is it inertia? Is it not having the discipline to build some of the building blocks of relationships that can lead to the 60 second sale? What are the things companies can look at in their own mirror that they can make adjustments to make this more possible?
David: Yeah, great question. From a company standpoint, from a corporate standpoint, what will actually kill this is the need for success immediately, right today. What did you sell today? How many calls did you make today? How many people did you talk to on the phone today? Right?
Nobody comes up to you and says, “Hey, how many relationships did you build today? How many new people did you connect with? Did you discover what your best client currently is working on, and did you make 15 connections that can help the achieve that goal that aren’t related to what we sell here?” Nobody says that, right?
What they say is, “Let me see your reports. Let me see how many calls you made.” That’s what kills this, right? This short term culture that we live in kills everything in a company right from the top down. From the CEO down. What is the CEO driven by? CEO’s driven by the stock price, right? And what do companies do to make their stock price go up? Sometimes, they choose to do stock buybacks rather than invest in infrastructure, make capital investments.
Same thing is true with sales people. We focus on the short term. How many calls did you make today? What is that going to tell me? Right? How many calls did you make today? Tell me about the relationships you worked on today. Tell me how you advanced the level of trust you have with your relationships, and then we’ll know how much we’re going to make down the road.
Matt: Talk about how you do that in a complex selling environment, where you need to have those individual relationships, but inside the organizations there’s what some people call the internal buying committee. There’s six to eight plus people in enterprise organizations that make up the decision makers and the influencers, and there’s where your job, in part, is to build consensus amongst them to increase velocity of the deal. So, how does this apply in that kind of an environment, where you’re building relationships with individuals, but you really need to build relationship with that group to move that deal forward as well.
David: Yeah, you have to be the hands-down expert on whatever the issue is they’re trying to tackle, whatever the problem is they’re trying to tackle as a committee. And that’s really where it all starts.
If you’re the sales guy who comes in and, I worked a lot with a company that sells jets. And, they sell jets to fleets. They sell it to family offices. They sell individual jets to affluent individuals. A lot of times, there’ll be a committee that has to make a recommendation: which plane to purchase and which company to purchase from. And, when we have an environment like that, the person who goes in and is the hands-down expert that can absolutely educate people on what will meet their needs the best, that what will deliver the best value for them is the person who everyone wants to hear from first, and who everyone wants to hear from last, whether it’s an RFP process or they’re just doing a beauty show where people parade in and talk to them. So, if you’re an expert, and you know what you’re doing, and you know how to help people solve problems, you’re going to win more often.
Matt: How do you start to teach this? I mean, obviously people can read the book, but for people who are used to more volume-based selling or aren’t used to doing this, are there some habits that people can start to create that can give them the foundation to start doing this?
David: Oh, what a great word: habits. Yeah, three things they can do right now, today, every day moving forward for the rest of their life that will change their sales perspective dramatically. First thing is, every day, get a note card, a handwritten note, and write a handwritten note, drop it in the mail with a live stamp. Start with your best clients. Start with people who refer your business, then branch out to people who are in the news, people you want to meet. Handwritten notes, every day. At least one, three is better, but at least one handwritten note every day.
Second thing they can do? Pick up the phone. Call your clients. Every day talk to a different client. Ask them what’s going on. Ask them what their biggest challenge is. What are they facing? What obstacles are they facing? And then, without any benefit to yourself, try and help them solve it.
If you only have five clients, then call evangelists, people who are referring you. Then call people who you used to know. Make sure you ask them how you can help them. And, guess what? While you’re asking them how you can help them, they’re going to ask you what you do and then they’re going to refer you.
And then the third thing you can do is make introductions. Introduce one person to another. Introduce people to other people who can help them advance their career or help them grow their company. Be a super connector. Go out there and connect people together. Guess what you’re doing. You’re demonstrating your external orientation, and you’re building relationships.
Matt: The book is The 60 Second Sale, and the author is Dave Lorenzo. We’re going to have to take a quick break, pay some bills. We’ll be right back. More with Dave Lorenzo, we’re going to talk about how this is impacting marketing, and what marketing can do to support these efforts. Talk more about habit building within salespeople with The 60 Second Sale. We’ll be right back on Sales Pipeline Radio!
Matt: Real excited to have the author of The 60 Second Sale with us today, Dave Lorenzo. And, before we go too much further, obviously people can find this book on Amazon, they can find it on various online bookstores. Talk about where people can learn a little more about this online as well.
David: Sure, if you want to go to greatsalesbook.com, just as it sounds, you can pick up the book and you get a, believe it or not, you get a free consultation with me. I’m happy to talk you through how we make the 60 second sale happen.
There’s all kinds of bonus stuff, like a free online course that goes along with the book as well.
Matt: Free 60 second consultation with Dave Lorenzo-
David: That’s it!
Matt: It’s going to be longer than 60 seconds, but that is a super generous offer. So, that URL one more time?
Matt: Greatsalesbook.com. We’ll make sure we include that in the notes for this podcast as well.
So, we’re talking a lot about the impact this can have on salespeople, but bring marketing into the picture now as well. Where you’ve got an organization that likes this, the sales team likes this, how does marketing support people doing this? What can marketing do with their campaigns, with their contents to support the concepts behind the 60 sale as well?
David: Great question. One of the things that I was taught growing up, and in big companies, and I was taught in college, was that marketing is about traffic and sales is about conversion. Well, with the internet and social media, those lines are blurred now. So, what we have is, we have the opportunity to build a relationship pretty much at every turn.
So, from a marketing perspective what they can do is, well they can do a number of things. But, for the individual sales professional, if your organization has the ability to deliver messages to your audience, like content-rich messages. So, an article that you write. They have the ability to mail it out to your audience, or they have the ability to post it on their social media page, or they have the ability to post it on the website or a blog. That’s going to help you tremendously, because it gives you great credibility. It helps build frequency of communication, which is a huge factor in trust, right?
Think about your best friend. Think about your spouse, your significant other. If you only talk to them once a year, how strong would your relationship be? Well, I mean in the case of your spouse people have to answer that question for themselves, I guess. But, in most cases, if you talk to people more frequently you have a deeper level of trust and your relationship is stronger. So, if there’s a marketing team at the place where you work, if you’re a sales professional or you’re listening to this and you’re an entrepreneur and you own a business, what you want to do is you want to supplement your sales efforts by continuing to provide great content that is of value to your audience. To the buyers, to the influencers, even to evangelists who will recommend you.
That content can take the form of an email or a video that’s educational. Or, it can take the form of a podcast link, like this show, for example. Sending this show out to someone who wants to learn about sales is a great way to continue to build your relationship.
Marketing can continue to develop those relationships en masse by sending out content that is rich and valuable to everyone that you meet and start to develop relationships with along the way.
Matt: I think, you know, you mentioned this earlier that a lot of companies just don’t have the patience to build that trust and credibility, right? They want to go right from downloading the white paper to “Would you like to see a demo?” But, sometimes it takes three steps, sometimes three steps is faster than one, so to speak, to get to the relationship you want.
And, it strikes me as you’re listening, we’re talking about this in the sales environment. But, this isn’t just a sales strategy. If I’m trying to get a new job, if I’m trying to build my network, if I’m trying to build influence just outside of my sales organization. Maybe from a biz dev, from a community-building standpoint, these strategies apply as well, right?
David: Absolutely. I mean, you could even apply this strategy to dating if you wanted to. If you want to go out and meet someone you find that’s interesting, you have to go in an environment where those people are. And then, once you get in that environment, if you started walking up to people going “Hey, my name is Dave. Want to get married?” You’re sure not going to get very many happy answer to that.
But if you started walking up to people saying, “Hi, my name is,” and use your name, obviously, I would say Dave, “tell me a little bit about what brings you to this event today. Why did you choose to come to this event? Tell me what your interests are. Let’s talk more about what you’re looking forward to doing in the future. Where do you work?” That type of thing.
Use these same strategies throughout your life and, not only will people think you’re a really good person because you’re taking an interest in them, you’re just developing relationships, which is what we’re all programmed to do. None of us has been wired by whoever you believe in, the great creator, to be alone. We’re wired to be social people.
So, use these strategies in whatever environment you find yourself in and, more often than not, you will advance the relationships that you’re desiring to build.
Matt: So, greatsalesbooks.com is where you can learn more about The 60 Second Deal. It’s been endorsed by who’s who of some of the authors, speakers, thought leaders in the sales community.
Dave, we got a couple more minutes before we’ve got to wrap up on Sales Pipeline Radio. Tell me a little more about some of the people that have influenced you in your career. They can be alive or dead. They can be professors. They can be authors. They don’t even have to have anything to do with sales or marketing, but who are some of the folks that have really been influential for you, that you’d maybe encourage other people to check out as well?
David: Oh, I’ll tell ya. There are so many people that are interesting and fascinating. I don’t want to slight anyone, but I’ll tell ya the books and the folks that I go back to over and over again.
One of the books, I’m going to sound like the biggest nerd in the world, that’s on my nightstand right now is Influence by Robert Cialdini. And, the reason that I’m drawn to that book is that it fascinates me how our minds work, and that we’re programmed for things like reciprocity, right? When someone gives us something, we’re programmed to want to give back. Liking. We’re programmed to be drawn to people who are similar to us. That type of thing, absolutely fascinates me.
And, I’m also really drawn, today, toward anybody who talks about the mindset aspect of what it is we do. Whether you’re a sales professional or an entrepreneur. Anybody who’s out there helping you with focusing your mind so that you can keep your level of confidence up. You don’t need to know, my 10 year old takes karate lessons, and he’s into mixed martial arts. If you fight somebody who knows more technique than you, a lot of times you’re going to be in trouble. But, if you can have a high level of confidence and you only know one or two techniques but you know how to perfect them, that level of confidence will get ya by so that you don’t lose the fight. You may not win, but you can fight to a draw at least.
There are so many corollaries to life. If your confidence level stays up, you don’t have to have the best sales skills in the world. All you need to be able to do is keep coming back, every single day. So, hang around with people who make you feel good. Hang around people who are going to keep you coming back, and you’ll be successful regardless of how much technique you know.
Matt: Love it. Well, thanks very much for our guest today. We’ve been featuring Dave Lorenzo, the author of The 60 Second Sale. Make sure you go check out greatsalesbook.com. You’ll learn more about the book, get a copy of the book, spend more than 60 seconds, perhaps, with Dave Lorenzo himself with a consultation around the ideas in the book.
Thanks for joining us again on Sales Pipeline Radio! We’ll be here next week, the next couple weeks as we wrap up Q3, head into the fall and the last quarter of the year. Can’t believe it’s already gone by this quickly. But, join us next week 11:30 Pacific, 2:30 Eastern.
For my great producer, Paul, this is Matt Heinz. Thanks for joining us on another episode of Sales Pipeline Radio.