In this episode of The Transaction, Co-Hosts Matt Amundsen and Craig Rosenberg sit down with Becc Holland, a sales expert known for her innovative approaches to diagnosing and solving sales challenges. They delve into the nuances of effective sales strategies, emphasizing the importance of proper diagnosis over traditional sales tactics. Becc shares her insights on understanding buyer metrics, discovering hidden problems, and delivering real value.

Takeaways

• Effective selling is about diagnosing problems the buyer is unaware of.
• Understanding and leveraging buyer metrics are crucial.
• Sellers should focus on delivering insights, not just pitching products.
• Discovery calls should be separate from demo calls to allow thorough diagnosis.
• Providing value through actionable advice builds credibility and trust.

Chapters

• 00:00 Introduction
• 02:00 Viral Meme and Easter Bunny Anecdote
• 05:00 Transition to Business Discussion
• 08:00 Welcoming Becc Holland
• 10:00 Importance of Bold Moves in Marketing
• 15:30 Discovering Hidden Problems
• 25:00 Diagnosing and Solving Buyer Issues
• 35:00 Metrics and Industry Averages
• 45:00 Strategic Risk-Taking and Big Wins
• 55:00 Outro and Final Thoughts

Quote of the Show "It's not about showing me that you know me; it's about showing me that you know something about me that I don't know." - Becc Holland

Sponsor The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. They handle everything from creative to guest booking, so you can focus on the conversation. Discover how your company can leverage B2B podcasts to deliver outsized ROI at ringmaster.com.

Connect with Becc Holland

• LinkedIn: Becc Holland

Shoutouts

• Gartner
• Forrester
• Jordan Peterson
• Andy Raskin

Phrases Minted in this Episode

• "Diagnose the Correct Things"
• "Pain is Different from a Problem"
• "Outlearn Your Competitors"

Follow the Show

• Craig’s LinkedIn: Craig Rosenberg
• Matt’s LinkedIn: Matt Amundsen
• The Transaction on LinkedIn: The Transaction
• The Transaction Website: The Transaction Pod
• Substack: The Transaction Substack

Ways to Tune In

• Spotify: The Transaction on Spotify
• Apple Podcasts: The Transaction on Apple Podcasts
• YouTube: The Transaction on YouTube
  
  

In this episode of The Transaction, Co-Hosts Matt Amundsen and Craig Rosenberg sit down with John Henry Scherck, a strategic marketing expert with a knack for bold, game-changing moves. Together, they dive into the evolving landscape of content marketing and the importance of taking risks for big wins. John shares his insights on why dipping your toes in the water just won't cut it anymore and how significant investments and bold strategies lead to remarkable results.

Takeaways:

• Small, iterative approaches often lead to mediocrity; bold moves yield bold results.
• Companies must have a unique and meaningful voice in a saturated market.
• Building an owned audience is crucial for long-term success, rather than relying on rented channels.
• Time to value and scannability are essential for effective content today.
• Strategic risk-taking in content creation can lead to significant wins.

Chapters:

00:00 Introduction
02:00 Welcoming John Henry Scherck
05:00 Importance of Bold Moves in Marketing
15:30 Unique and Meaningful Content in a Saturated Market
25:00 Building and Leveraging an Owned Audience
35:00 Time to Value and Scannability in Content
45:00 Strategic Risk-Taking and Big Wins
55:00 Outro and Final Thoughts

Quote of the Show:

“Bold moves get bold results. Safe bets lead to mediocrity.” - John Henry Scherck

Sponsor:

Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at ringmaster.com

Connect with John Henry Schurk:

• LinkedIn: John Henry Scherck

Shoutouts:

• Eric Ries: The Lean Startup
• Gremlin: Chaos Monkey Guide
• Fonoa: International Tax Guides
• Adam Robinson: RTB
• Apollo: Apollo Academy
• Audience Plus: Audience Plus

Phrases Minted in this Episode:

• "Bold Moves Get Bold Results"
• "Time to Value and Scannability"
• "Go Big or Go Home Approach"

Follow the Show:

• Craig’s LinkedIn: Craig Rosenberg
• Matt’s LinkedIn: Matt Amundsen
• The Transaction on LinkedIn: The Transaction
• The Transaction Website: The Transaction Pod
• Substack: The Transaction Substack

Ways to Tune In:

• Spotify: The Transaction on Spotify
• Apple Podcasts: The Transaction on Apple Podcasts
• YouTube: The Transaction on YouTube

In this insightful episode of The Transaction, Craig Rosenberg and Matt Amundsen are joined by Matt Dixon, renowned author and sales expert, to delve into the complexities of sales indecision. Matt Dixon shares profound insights from his book, The Jolt Effect, and discusses the significant challenges salespeople face today. He breaks down his innovative strategies for overcoming customer indecision, offering practical advice on how to navigate the nuanced sales landscape. Tune in for a masterclass on modern sales techniques and learn how to convert hesitation into confident decision-making.

Takeaways:

• Salespeople must move beyond endless needs diagnosis and offer clear recommendations to guide customer decisions.
• Establishing trust through transparency about product limitations can build credibility and reduce indecision.
• High performers choreograph expert involvement to maintain their position as trusted advisors.

Chapters:

• 00:00 - Introduction and Anecdote: LinkedIn Encounter
• 05:45 - Meet Matt Dixon: Sales Strategy Guru
• 08:30 - The Jolt Effect: Addressing Sales Indecision
• 14:20 - Choice Overload: Guiding Customer Decisions
• 20:15 - Information Overload: Building Trust and Demonstrating Expertise
• 28:40 - Outcome Uncertainty: Ensuring Value and Building Confidence
• 36:50 - Applying the JOLT Methodology: Real-World Examples
• 45:15 - Q&A: Handling Indecision in Sales Conversations
• 52:30 - Final Thoughts and Takeaways

Quote of the Show:

“If you want your customers to trust you as their expert, you have to be ruthlessly transparent about what you can and can't do.” - Matt Dixon

Sponsor:

Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at Ringmaster.

Connect with Matt Dixon:

• LinkedIn: Matt Dixon
• The Jolt Effect: https://www.jolteffect.com/

Shoutouts:

• Pavilion: Pavilion Website
• EPSTA: EPSTA Website
• Brent Adamson: Sensemaking for Sales Article

Phrases Minted in this Episode:

• "The Smartness Arms Race"
• "Ruthless Transparency"

Follow the Show:

• Craig’s LinkedIn: Craig Rosenberg
• Matt’s LinkedIn: Matt Amundsen
• The Transaction on LinkedIn: The Transaction
• The Transaction Website: The Transaction
• Substack: The Transaction Substack

Ways to Tune In:

• Spotify
• Apple Podcasts
• YouTube