Forget Everything You Know: How Sales Actually Works | PAKCon 2020

TL;DR

Benjamin Dennehy discusses the buyer-seller matrix and how prospects lie, steal, mislead, and hide during the sales process.

Transcript

hi everyone i'm super happy to see so many people joining this session with benjamin dennehy about forget everything you know um how sales actually works um benjamin i'm super excited that you're joining us today who don't know you yet um you're a sales speaker interim sales director and sales trainer and class yourself as the uk's most hated sales... Read More

Key Insights

• ❎ The negative perception of salespeople stems from the common belief that they are pushy, greedy, and dishonest.
• 😌 Prospects often lie, steal information, mislead, and hide during the sales process to avoid committing or paying for a solution.
• 🪡 Salespeople tend to focus on talking about themselves and their products, rather than truly understanding the prospect's needs and concerns.
• 🍗 The buyer-seller matrix is a pattern of behavior where prospects try to manipulate the sales process for their benefit.
• 🥶 Salespeople must recognize and adapt to the tactics used by prospects to break free from the matrix and improve their sales effectiveness.
• 🥺 Qualifying leads properly and understanding the prospect's true intentions can help salespeople overcome the challenges posed by the buyer-seller matrix.
• 🤑 The buyer-seller matrix consumes a significant amount of time, resources, and money for companies.

Questions & Answers

Q: Why do prospects lie during the sales process?

Prospects lie because they don't want to pay for a solution if they can get it for free. They use deception to pump salespeople for information without committing to a purchase.

Q: How do prospects mislead salespeople?

Prospects mislead salespeople by stalling, raising objections, or bringing up higher authorities. They use these tactics to avoid making a decision or to gather more information for their benefit.

Q: What happens when salespeople try to close a deal?

After presenting their product or service, salespeople may attempt to close the deal. However, prospects often have predetermined ways of ending the meeting without making a commitment.

Q: How can salespeople break free from the buyer-seller matrix?

Salespeople must recognize the patterns of deception in the sales process and avoid falling into the traps set by prospects. They need to focus on qualifying leads properly and understanding the prospect's true intentions.

Summary & Key Takeaways

• Benjamin Dennehy, a sales speaker and trainer, discusses the negative perception of salespeople and how prospects often lie during the sales process.

• He introduces the concept of the buyer-seller matrix, where prospects lie, steal information, mislead salespeople, and then hide to avoid commitment.

• Dennehy highlights the importance of understanding the matrix and how it impacts the sales process.