in today's training I'm going to show you the one thing that will double your conversion on your emails your call calls and outbound message to exec so you can compress deal cycles and close bigger deals hey I'm Marcus Shan founder of Bley Consulting Group in which we train and Coach Tech sales reps in BB sales world just like you to blow out your sales targets earn a quar million dollars and more and become Elite sales World you've dreamed of now what I'm going to teach you is simple but most people underestimate how powerful it actually
is that single thing learning how to craft an executive point of view to cut through the noise whether you are on strategic sales or even SMB this is how you differentiate from the rest of the average reps who use generic messaging now to make sure I don't miss a single thing I've actually taken two modules from my Private Client training portal and put it together these modules by itself mostly charge $500 or even $1,000 to have access to and I'm going to give it to you completely free let's go ahead and Dive Right In hey
welcome to the training on creating impactful EX executive povs I'm really excited for this training and this is regards whether you are an SMB rep midmarket Enterprise being able to craft really powerful executive povs it really sets you apart it sets you up as an actual trusted advisor now just go through some quick Basics first in this video so you know exactly even what I when I say POV or point of view so POV a point of view in sales is a strategic statement or framework that articulates your understanding of a prospect challenges goals and
needs explains how your solution uniquely addresses those issues so in a nutshell it's a way of framing your pitch around the specific concerns of your target market your audience demonstrate that you have a deep understanding of their business and are offering a solution that directly aligns with their objectives I'm going to say that again because this is a really really important point right here is there's a deep understanding of their business and you're offering a solution that directly align with their objectives the mistake a lot of people make is they're showing how their solution solves
a base level problem it's not like a manager or end user level which makes it like cool it solves their problem but when it gets to a high level exec a SE Suite exec they're like oh that's a nice hat we don't necessarily need because it's not aligned to the overall objective so this is a really important piece to understand regardless of if you sell at SMB or up to Enterprise you want to be able to craft these impactful executive povs now let's talk about why PV is want to hand this point home so first
off this demonstrates that you have a deep understanding of the prospect's needs if you done a really good job with crafting your POV it means you've done your homework it's highlighted to that you understand their challenges industry Trends and business objectives and I've seen specific stats where buyers are 86% more likely to actually buy when they feel that sales professional really understands their exact needs at a very deep level so when you do this helps build trust and credibility make making them more likely to engage with you now this also differentiates your offering as well
depending on what you sell in really competitive markets a lot of solutions they fall into what's known as the sea of same all the same right when you have a really clear point of view it allows you to highlight what mixure offer unique and why it's the best fit for the prospect specific situation and that might be the that one point that really differentiates you from everyone else that helps you seal that deal it also helps you align your solution with prospect's goals so when you tie to the their strategic goals again so not a
department level goal not a manager level goal but these strategic initiatives of that business a POV Insurance you're offering is see as a critical component of their success so not just another proc is seen as a must have versus a nice to have all right so this alignment helps secure buying from Key decision makers and later you'll he we talk about SPO alignment which will cover more in Discovery but we're teasing a little bit here as part of this training today it also provides a really struct your way to guide your sales conversation right helps
keep your prospect focused on their actual problems versus getting really bogged down on some of the technical details especially if you sell a really complex SAS product or into price negotiations so this actually leads to a more productive conversation and a smoother sales proct that you're focus on really the why behind the why it also can help you address OB preemptively so if you're able to address or anticipate OB with your POV you can potentially neutralize concerns before they even show up right so this again makes it easier to close at the very end on
top of that number six it builds a strong connection with the prospect so if you have a really powerful POV they're like wow you get me you get my world I feel like you're peering into my soul I feel like you really understand me right a PO really resonates with their challenges and helps them build an emotional connection okay so it shows that you're not just a product Pusher but you're actually genuinely interested in helping them achieve their objectives so this leads to just a deeper more relationship so especially if you're in a land expand
opportunity this allows you to be able to set the stage for the future growth of the account it also helps you facilitate internal buying as well so if you do a really good job lying through process internal goals it is far easier for your Champion someone who wants you to win to help advocate for you can show how TI to the overall objectives and help guide you and get other tick hols involved they can also then use your PO to explain to other state why your offering is the right choice so you have to be
able to show them how fully lines that way it also increases the perceived value of your solution so by focusing on specific outcomes of your actual deliver from revenue growth cost savings efficiency improvements a strong POV increases the perceived value of your offering this allows you justify a higher price point increase the LTV and potentially also bundle on other Solutions as part of it to charge more and make your deal actually increase too and increases your chances actually winning the deal it also helps you enhance long-term client relationships not only does it help you with
the initial deal but again again it sets a state for long-term success cuz you're positioning yourself not just as another vendor but a strategic partner and on top of that helps you streamline decision-making process so when you clearly link your solution to their key priorities this helps accelerate your Sal cycle as well and reduces time to actually get to yes those are a lot of different reasons but really in a nutshell it helps you move from being just another vendor that you have to compete against with somebody else to actually being a trusted advisor so
it's a really powerful tool and done right for building Trust CR alignment and UL closing more deals with higher value outcomes now let's talk about the five elements of povs okay you're probably hey what's inside it this is what you you must have the first element is the prospects challenge so you want to be able to clearly outline the key challenges or pain points the prospect is facing this shows you done research and understand their their business environment now you're going to be able to have some basic ones that a little more generalized for your
actual persona but for each specific de an opportunity you want to obviously do your homework and go super deep so you're able to get super granular with a point of view of their challenges so for example these are in you might gather from 10K reports earnings calls this can be groundwork discussions with maybe more of the worker be employees so you actually uncover some of the specific challenges to potentially even going through a buy process as a prospect I'm out here in Oregon let's say you are going after a large organization like Columbia Sports who
are Nike that may mean if you want to improve their overall all retail experience whatever you're actually going to the stores you're walking through the store you're engaging with their sales associates you're engaging through their actual process as a prospect you're making a purchase right or you're going to the website and you're going through what it's like to actually make a purchase or maybe going through the social media and they have a CTA or an ad to buy something you go through that process and to see what actually looks like actually check out buy whatever
you're looking at but again my point more so is you're doing the Deep research to get into the weaves so you can see potentially where the opportunities are of that a shortcoming they're not seeing that you potentially as an outsider can bring a third party view to it that can be very powerful that's number one number two you want to be able to provide some sort of strategic Insight so you want to provide insights on why this challenge exists and how it potentially could be impacting the prospect business okay this could be from discussing industry
Trends competitive pressures industry stats and reports Marketplace analysis this could be by the simple fact that if you have spoken to 50 you know CTO over the last 6 months you can have some pretty good Insight that they may not have because you're talking to that many on a consistent basis all right so again you all prob some sort of strategic ins about why these challenges are existing and then of course your unique solution right so this is really specifically explain how your product or service specifically addressing these challenges highl the unique aspects or capabilities
of your offering that make it particularly well Su to solve the process problem problems and then number four what are the expected outcomes so painting a picture of the the positive results that they can achieve by utilizing your solution this can also include metrics like increase Revenue reduce cost improve efficiency now a key Point here if it's metrics this must be their number one metric that they care the most about all the outcomes they must be ones they most like to care about as well so not the ones that are important to you but what's
important to them all right and then also alignment to the prospects objectives so you want to ensure your POV aligns with the broader strategic goals of the prect organization this helps position your solution as a critical component of the overall strategy and again I can't handle this point home enough which is the key phrasing is literally the broader strategic goals of the prospect organization so not a lower level manager's goals this is really key let me give you a really really simple example so years ago I sell something prly born which is uniform services okay
so for example I might be selling to a major dealership that has 30 different locations hundreds of employees a multi-million dollar contract and if I went to the Sea suite and was like hey we can provide your team better uniforms so they just look nice they would be like that's dumb not a very compelling it's not aligned to overall strategic initiatives if I was able to go and visit all the sites see what they were wearing get insight from how the vendors are falling short and and be able to uncover what they're currently wearing does
not align to their image of being a prestigious high-end brand like for example mercedesbenz or Ferrari and it's actually costing them potential customers and making them lose money that now is a more compellent POV for me now to be able to go to the exec and say hey not only they don't look good but the actual result impacts your overall goal of being the number one Maserati dealership in the Pacific Northwest because people are going to see those people and and think hey if you don't take care of those guys how they take care of
the cars whatever so this is really key or it's going to cost them x amount because people are going to walk away from the dealership so you can't get my point there even though it seemed like it's solving a low Lev problem there's a reason why they're already buying which is they tie to they already associate to a strategic initiative right so whatever you're selling again this alignment is absolutely critical you can be selling toilet paper you can be selling internet services you can be selling whatever right but whatever it is it has to align
to strategic initiatives and generally speaking it's going to be stuff like they want to grow the business it's be probably Revenue based or profit based or brand based it's going to be something high level that's going to be a bigger picture that's part of their priority again you must align to that so you need these five key things let's talk about what to do next I want to internalize this because you need to have all five of these elements again quick sign up before I jump into what to do next is if you notice you're
even these five elements before I leave my train of thought is your unique solution is a very small part of it the biggest Parts is really it's all about them all right so you're talking about them their challenges insights from the market industry why the the problem exists right you talking about the outcomes that they want when you solve those problems line to their objectives and through your unique solution all right so notice how like your solution is just actually a small part of it all but you're showing you truly understand their world okay so
so what you want to do is you want to start thinking about what your POV may look like for your top 3 to 5% of you start taking some notes on that and then in the next video we're going to cover exactly how to craft your executive POV using the POV Builder tool hey welcome to this video today we're going to cover how to create your executive POV so I'm going to show you a really simple tool the POV Builder tool which is going to be right down below this video so I'm going open up
right here so you can see here this is a very simple tool and ignore all the side right here some examples here and you can see here I've created 5 key bucket which is challenge the Insight the solution expect the outcomes and objectives alignment I'm going give some examples as well makes it very easy for you to actually build a really clear POV and we'll discuss actually how to utilize it as well for example you're thinking about challenges and here's an easy prompt question which is thinking hey what are my prospect's biggest challenges then Insight
what is causing these challenges that they may not be thinking of and then the solution what specific capabilities do we offer that can solve these challenges then expect to outcomes which is what specific outcomes can they expect and what's the number one met metric we can positivly pack that is important to them and objectives alignment how does this POV align with the overall strategic business objectives and priorities I'll put a few different examples here and by the way this first one's going be very specific I'm actually thinking about an exact Prospect the other ones are
going to be more General because I don't work at data bricks and I don't work with these other companies but I put more general ones that based on some research that I was a to put together and again they might be incorrect off here if you work at data bricks or these other companies but they should hope give you an idea and Baseline so let's walk through the one that I just fill out from my my own business which is sales train so for example let's say I work for brly consulting which I do my
company right let's say I'm targeting a cro so this is the actual example the cro but this is why I cover meeting with the low level manager first I was able to tighten my POV up which by the way is something that's really important to understand so you might even have a POV to begin with when you engage in the sales process with a prospect but it's going to tighten up over time so it's important to understand that so for example here I had a more General one before my call with a lowlevel director but
then once I got the information I was a able to take that information and then tighten up even more to have a better more compelling POV that was sharper and more spot- on so for example after having that conversation this is the PO that was able to come together and have discussion of the C with which is your sales teams facing incons inconsistent performance lead to difficulties of meeting Revenue targets So currently team is at 44% attainment with 14% quot attainment across the board so you can see here like it's very clear I know the
metrics what's most important which is overall attainment and 4% closing ratio across the board and then also sales Cycles they've gone from 3 months to 6 months which is leading to the issue delayed Revenue recognition cash flow so notice here this is really specific to the priorities already to a high level exec okay sales longer than desired which delaying recognition it's also putting pressure on corly results and there's a lack of standardized day driven sales process resulting inefficiency and missed opportunity so we know they're losing deals too and I probably could have tighten this little
up a little more and put in specific Revenue dollar amount is getting lost but you get my point here okay next what's the Insight why is this occurring right that PO they may not be thinking about first off there's market conditions so it's overall exactly cross the to their customers they're worrying and Deals requiring more stakeholders to approve for example for most sales organizations if before they're selling to maybe three or four stakeholders in some those situations now it's doubled it's taking way longer as an example okay on top of that a lot of companies
are looking to reduce their Opex their operating expenses so trying to stream cut things out as well so you have harder to approve things more people involved which means longer sales makes it harder on top of that they're reducing spend and budget as well also the sales team was lacking the proper skills to convert outbound opportunities as historically they were heavily inbound driven so in demand positive environment they're getting all these inbound leads makes it easier to close so that's what they're used to so they weren't used to how you take something from cold to
sold what the conversation look like it's very different they like the skills and then on top of that you if they have enabled in teams have been slow to adapt their training Beyond just the pro and processes because a lot of them are just really stretched thin so this some of the insights we provided here okay so what's the solution solution is our sales training program designed to standardize and optimize your sales processes equipping their team with the skills and tools they need to shorten sales te CL deals more efficiently the trains customizable to fit
their specific sales mythology and Company culture so notice here this is actually deal with potential objections they might have right in advance because all how is align by mythology right and culture ensuring relevance and effectivess for your team along with reinforcement support bolon to secure active recall skill reten again this is a big concern for people that want trainers to come in which is what happen after 30 days so that's wi bu focus on the Tactical objection skills and strategic account planning and sales analytics aspects of sales providing comprehensive that drives very tactical versus just
pure Theory a lot of times is like all Theory based not actually useful for the team actually develop sales skills you notice here I'm pretty specific with these details here now let's go next section expect the outcome so a 20% reduction in sales cycle time okay allowing the team close deals faster Recon Revenue more quickly again know I'm I'm tying to what's most important to them a 42% increase in closing ratio develop by improving Discovery Deo closing process learn through the training improve sales consistency across the team lean to more reliable Revenue forecasting achievement sales
targets I'm hitting on specific things that's really relevant to a cro all right and then how about objectives alignment so how do this align to the overall strategic initiatives of the business and priorities our sales training will support your broader business objective scaling your sales or while maintaining or improving performance by standardizing your sales process enhancing the skills of your team you'll be better positioned to achieve your Revenue goals of $40 billion and support the company's growth trajectory of 10% year-over-year growth sales team will not only drive immed results but also build a foundation for
long-term success and Agility in a competitive market so I'm tying directly to the objectives that's most important for them so I'm not just saying hey increase a closing ratio I'm tying specifically to what's the priorities of the business all right and if you notice here even how I wrote this it's like I'm writing to them right now I'm not going to say just read all this to them but it's a really good excise to get you thinking in this framework of let me uncover the challenges the Insight the solution the expect the outcomes and objectives
as well all right let's go through another example right here cuz I really want to hit this point home let's just say for example you work at data bricks maybe you're an Enterprise a data bricks and you're selling to a chief data officer VP of data now again like I mentioned before these are generalized because I'm not thinking of a specific Prospect in mind but also I don't work at data bricks so some of stuff might be wrong because this is just a third party looking in all right obviously if you work data BS you're
going know a lot more than I'm going to know but this will hopefully hand home the points of this framework for example what my Pro biggest challenge okay the retail organization facing increased pressure to deliver personalized customer experiences while optimizing supply chain operations okay the current data infrastructure is silent and complex make it difficult to access and process data in real time the fragmentation of your data slows down your ability to derive actionable insights lead to miss opportunities and optimal decision making okay so this is what I believe is probably the problems I could be
wrong again when you have a POV it's like a hypothesis but hopefully if you done a really good homework lean up to this point if it's an executive conversation you can come to the table with this and even if they're going to correct you if you just did your best by doing your homework this switch gathered they're going to be like wow you did your best but you're a little wrong they'll actually correct to say this is actually our biggest challenges which is very important okay Insight so retail companies can unify the data across all
channels and leverage real time and now per their compar by delivering highly personal customer experiences and rapidly adapting Market changes traditional data architectures often struggle keep up with the volume velocity data generated by modern retail operations risky and competitive Advantage without a uniform platform the ability to respond quickly to Market demands and customer needs to severely limited the solution okay I'm not going to read this word by word just save us a little bit time here because you can read this later when you grab this tool in to all dat resources right okay whether structured
or unstructured into a seamless scalable environment provides real-time data processing provides advanced analytics and machine learning in a single uni environment enables you to quickly turn Rod into actual insights so it's not just good dat there's Insight take action on empowering your teams to personalize customer experiences and offens supply chain more effectively what are the outcomes 30% Improvement in data processing speeds so allows your team to move from Daya to insights and less minutes rather than days so save them time reduction in time required to develop and deploy machine learning models so it gives you
increases your ability to innovate offers ability to deliver real time personalized customer interactions lead to meas increase in customer Royal team Revenue all right so then houses tied to overall objectives so it helps improve operational efficiency give a competive customer personalization as your company inovate and grow offers flexibility and scalability to needed to support your evolving data needs Ure long-term success and those again these are generalized because we're not talk about a specific example of a prospect but you got get my point so this is a good generalized one but you want get really specific
okay there's a couple other examples here as well for hubp if you're go after VP marketing or for OCTA I'm not going to go through all of them because they they follow the same type of process again like I metion before these are generalized they're not specific to a prospect but they're just generalized on for what I put together here which I might be wrong I for hops for OCTA but these example of what you're going to want to be able to do well as well to do these same things too so let's talk about
where utilize a really powerful POV this basically hits your entire sales process in a nutshell for example this shows up in your outbow messaging all right so soon you can learn about the interest cran statement coming up and this is essentially a very tight and Powerful POV that just shared within seconds of meat that really different you from everybody else okay to Leading with insights for completely C prospects so again when you get to the leading with insights section you're going to see exactly how L POV as part of that conversation as well to also
executive means too right so if you're selling into the Enterprise like you must nail this POV and leading with ins you have to do your homework otherwise they're going to look at you and think you're a bozo because you didn't do your proper homework
