I recently completed an 8-week boot camp led by the tireless Dan Tyre, HubSpot Sales Director. As a Gold-level HubSpot channel partner agency, we were offered this coveted opportunity to receive a world-class brain dump from a true Jedi Master of “smarketing” (that’s sales and marketing alignment, to the uninitiated). And I have to tell you, Dan is worth his weight in gold.
The world of B2B sales is changing: the approach, the methods, the focus – nearly everything. Today, B2B sales is about the buyer, not the seller, and success will go to the salesperson who focuses his or her motivation with that in mind.
5 big takeaways from my HubSpot sales training:
1. It’s not me, it’s you.
To find true, long-term success, you should be honestly focused on how to make your customer’s life, or business, better. It’s all about them. No one wants to be “sold to”, and you, as the B2B salesperson, no longer hold all the cards. When you are truly in it for them, they will trust you, and they will tell their friends about you. Delight your customers and you add force to their journey around your flywheel.
2. Listen: really, listen
It’s almost lunch time and I’m hungry… my car payment is due tomorrow… am I wearing two different socks… what’s that smell…
You have a lot on your mind. But to provide the best possible service to prospects and customers, you must get out of your head and actively listen to them. Ask questions, then recap what they’ve told you to make sure you have it right. Really listening reinforces that you really are in it for them, not for your own commission.
3. We’re in the GROWTH business.
We do what we do to help our clients grow their business, period. All of the strategy, the tactics, the content – in the end, it’s all about our customer’s success and growth. And their success is your success.
4. You’ll be fine if you just align (sales and marketing).
Sales and marketing are two sides of the same coin, like peas in a pod, ebony and ivory (now that song is going to get stuck in your head…). Aligning these processes pays off for you and for your customers. For the big picture to work the way you want it to, alignment between sales and marketing is key.
And my last big takeaway from boot camp is…
5. ABC? No. ABH! (Always Be Helping)
The days of “Always Be Closing” are gone. Customers don’t want to be closed, and they don’t want to be sold too. They want help – solving a problem, filling a need, fixing a hole (and now that song can replace the other one, you’re welcome – bonus points if you realized it was the same singer!). Closing is about you, but helping is about them – see item #1.
This course has given me a fresh way to look at how we do business in the B2B space, and I know it will produce positive results – not only for myself and AAC, but ultimately for our clients and their customers. Thanks to Dan and HubSpot for the great opportunity!