- Published on
Mastering Systematic Selling ft. Sean Lyden | The Hole in the Wall Business Podcast Ep 111
Introduction
In this episode of The Hole in the Wall Business Podcast, we dive deep into the critical topic of networking and its importance in various industries with Sean Lyden, an expert in systematic selling. Sean emphasizes that while some businesses find success without extensive networking, the majority benefit greatly from building relationships. He breaks down his approach to networking into three pillars: expanding the base of trust, cultivating that trust over time, and delivering value, ultimately positioning oneself as the most trusted provider in the industry.
Networking is pivotal in B2B sales as it lays the groundwork for trust-based relationships. It's not about immediate sales; it's about developing connections that lead to referrals over time. With this in mind, Sean highlights the avenues of networking, including both in-person events and online platforms like LinkedIn.
When discussing the role of LinkedIn in modern networking, Sean explains that the platform serves as a channel for demonstrating expertise and engaging with potential clients. He notes that while regular posting is important, the real value lies in direct messaging and relationship cultivation. His DM strategy focuses on following up with new connections from networking events and offering sincere engagement rather than sales pitches. This nurturing approach fosters trust and encourages prospects to reach out if they see value in Sean’s expertise.
Sean categorizes businesses into two types: incumbent, where buyers have established preferences, and discretionary, which requires building awareness and interest. He explains that demonstrating expertise through content and genuine engagement can shift a potential client's perspective, making them more receptive to services they might not initially consider.
The conversation shifts toward Sean’s “Systematic Selling” framework, which includes ten systems crucial for scaling sales operations without chaos. He stresses the importance of thinking systematically rather than making immediate reactive decisions. For instance, when facing issues like losing deals over pricing, Sean suggests looking upstream at the process rather than just the immediate proposal stage. By analyzing earlier systems, such as discovery and presentation, sales professionals can identify root causes and enhance their strategies.
Through practical examples, Sean illustrates how systematic thinking can lead to a deeper understanding of client needs, subsequently resulting in more effective proposals and improved closing rates. The systematic approach also promotes ongoing dialogues, transforming initial interactions into valuable long-term partnerships.
To close, Sean invites listeners to connect via LinkedIn or email to continue the conversation about systematic selling. His practical advice not only provides strategies for effective selling but also emphasizes the role of leveraging relationships for sustained success.
Keyword
- Networking
- B2B Sales
- Trust
- Systematic Selling
- Relationship Cultivation
- Incumbent Businesses
- Discretionary Businesses
- Client Engagement
- Proposal Strategy
FAQ
1. Why is networking important in sales?
Networking is crucial for developing trust-based relationships that can lead to referrals and new opportunities.
2. How can I effectively use LinkedIn for networking?
Focus on genuine engagement through direct messages, follow-ups after meeting new contacts, and consistent posting to showcase your expertise.
3. What is systematic selling?
Systematic selling involves using a structured framework to address sales challenges, allowing you to analyze processes beyond immediate concerns and identify root causes for issues like pricing.
4. How can I cultivate trust in business relationships?
Cultivating trust involves consistent and meaningful interactions, sharing valuable insights, and showing appreciation for others' contributions.
5. What are some common pitfalls in sales proposals?
Failing to gauge price sensitivity during initial discussions and not presenting proposals as formalizations of previously agreed-upon terms can lead to misunderstandings and lost deals.