Apr 15 2024 53 mins 1
In this podcast episode, host Rob Lawrence interviews sales expert and author, Matt Sykes, who shares practical tips for small business owners and insights from his extensive experience in sales coaching and training.
Matt shares his views on the distinctions between sales and marketing, the importance of understanding customer needs, and the value of empathy and curiosity in sales. We also explore how selling, and the sales process are about guiding the right people to make the right decisions. Matt provides some excellent tips on effective communication and confidence-building whilst managing a sales process. Matt also talks about his books "Sales Glue" and "Converted" and introduces the ideas of pipeline management and mastering the art of pitching.
In this episode you'll learn:
Matt Sykes Background (00:00:00) Matt's introduction, background in sales, and his two books, "Sales Glue" and "Converted."
Early Sales Experience (00:01:42) Matt's first sales job at a shoe shop and transitioned to a corporate selling job in the print industry.
Challenges and Passion for Sales (00:03:27) Matt's initial challenges in sales, his passion for helping people, and the satisfaction he derives from it.
Understanding Selling (00:05:55) Matt's perspective on selling, emphasising the importance of helping people solve problems and the role of empathy.
Difference Between Selling and Marketing (00:08:26) Matt's explanation of the differences between selling and marketing, using analogies to clarify their distinct roles.
People-Centered Approach in Sales (00:10:06) Discussion on the people-focused nature of sales and the importance of developing people skills and attributes for successful selling.
Skills and Attributes for Salespeople (00:10:52) Matt's insights on the skills and attributes that make a good salesperson, emphasising the importance of curiosity, empathy, and inspiration.
Introverts in Sales (00:14:25) Matt's perspective on introverts in sales, discussing coaching and the potential for success in sales roles.
Building Confidence (00:16:55) Matt discusses the importance of building confidence in sales and compares it to a pilot's calming demeanor.
Mitigating Risks (00:18:03) Matt emphasises the need to accept the risks in sales and discusses the high likelihood of encountering "no's" in the sales process.
Being Authentic (00:21:01) Matt advises against being an imposter in sales and encourages salespeople to be themselves to build trust.
Common Mistakes (00:21:42) Matt shares common mistakes small business owners make in sales, including underestimating the need to focus on building a sales machine.
Closing the Sale (00:26:48) Matt explains that the close happens at the start of a conversation and discusses the importance of setting clear expectations.
Return and Follow-Up (00:31:39) Matt discusses the importance of setting clear on next steps and calls to action to avoid deals going cold and the need for effective follow-up strategies.
Owning the Sales Process (00:33:32) Matt discusses the importance of having a sales process and owning the sales process from the beginning.
Reframing the Sales Process (00:34:08) Matt emphasises the importance of reframing the sales process as a commitment to helping the customer make the right decision.
Six-Step Sales Process (00:36:11) Matt mentions his six-step sales process discussed in his book, "Converted: How to Help More People Buy What You Sell."
Extending the Sales Process (00:36:15) Matt explains how the sales process can extend beyond a sales call, including lead generation and customer fulfillment.
Tracking Sales Performance (00:37:06) Matt discusses the importance of tracking and measuring sales performance, advising on what to track.
Pipeline and Conversion Rate (00:38:04) Matt emphasises the significance of pipeline management and understanding conversion rates for sales success.
Expectations vs. Reality (00:43:27) Matt shares insights on managing expectations versus reality for entrepreneurs and small business owners.
Ideal Customer Profile and Pitching (00:46:45) Matt advises on identifying the ideal customer profile and mastering the art of pitching to address their specific challenges.
Learning More about Matt Sykes (00:49:52) Rob inquires about where listeners can learn more about Matt Sykes and his work in teaching, coaching, and mentoring sales and selling.
Sales Cadence website and audit (00:50:07) Matt shares links to his LinkedIn, SalesCadence website, and his sales audit, inviting listeners to learn more about sales processes.
About Matt Sykes:
Matt Sykes founded his sales training business, Salescadence, in 2017 following a twenty-year sales career in the global packaging industry.
His work at Salescadence centres on helping salespeople and the organisations they represent avoid doing the easy things that make selling difficult.
He has delivered sales training and coaching to hundreds of salespeople across a variety of product and service sectors including Broadcast Media, Recruitment, Finance, Packaging, and SaaS in the UK and Western Europe.
Matt is the author of two books, Converted and Sales Glue, and is the host of The Salescadence Podcast.
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