The Cost of Inaction - Jen Allen - Hard Corps Marketing Show - Episode #291
Today's guest is a sales leader, a thought leader, and a speaker on topics like sales methodology, sales training, and the cost of inaction. Jen Allen is the Chief Evangelist at Challenger and the host of winning the challenger sale podcast. Jen joins Casey on the show this week to talk about challenging your buyer's beliefs, and how to show the customer the cost of inaction.
Busted Myths:
- Your sellers are entering into your CRM, and are telling you that you are losing to budget, timing, and competitors, and you are 100% being misled.
Takeaways
- What you are most often losing to is the customers' gut feeling.
- ROI doesn’t solve the problem COI (Cost Of Inaction) does. What is at risk if I do nothing?
- One of the biggest mistakes you can make with decks is spending too much time trying to wow the customer about you.
- There are zero excuses for not knowing what a business cares about today.
- Before you can reframe someone's belief system, you have to get them talking to you and leaning into you, and seeing that you're credible in order to earn the right to reframe them.
- Leading a sale with what your client is doing wrong is a quick way to not close a sale.
- Selling is not about how quickly you can place an order, it is about getting a customer to look at their company and realize they have a need for something they didn't think they did.
Quote of the Show:
- “I am a big believer that I should not be having the customer tell me anything that's publicly available.” - Jen Allen
Links:
- Twitter: https://twitter.com/JenAllenCEB?s=20&t=rMpV6IeJgbXDr5mVPLko3Q
- LinkedIn: https://www.linkedin.com/in/jenniferallen1121/
- Website: https://www.challengerinc.com/
- Podcast: https://www.challengerinc.com/podcast/
Ways to Tune In:
- Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
- Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd
- Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
- Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show
- Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
- YouTube: https://youtu.be/ivVA4kQH-Wk
Creators and Guests
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.