Page 64 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

website traffic growth, their visibility in organic searches, and their conversion
rates from visitor to lead to trial to customer. They had theories as to how they
compared with the industry, why they may have been struggling in certain areas,
and how they could improve.

We worked on the deck for 90 minutes. I shared industry benchmarks of which
they were unaware. I confirmed the elements of their strategy I felt were most
compelling. I challenged them where I thought they could improve. I told stories
about customers that had faced similar challenges and how they had overcome
those challenges.

They took diligent notes. By the time lunch had ended, we were all pleased with
the agreed-upon strategy. They had a clear understanding of their achievable
goals and a strategy to get there.

The check came. I reached for my wallet. “No, Mark. We have this,” interrupted
the VP of sales as he brushed aside my hand. “We really appreciate your time.”

Shortly thereafter, that Fortune 500 company signed on as a customer. No
additional meetings were necessary.

That is modern selling.

Modern selling feels less like a seller/buyer relationship and more like a
doctor/patient relationship.

When a doctor asks, “Do you smoke? Does heart disease run in your family?”
You do not lie. You see the diploma on the wall and you tell the truth. You know
the doctor is there to help you. She is trying to diagnose your issue and fix it.
When she diagnoses your condition and prescribes a medication, you don't say,
“Let me think about it” or “Can I get 20 percent off?” You take the pills.

“Modern selling feels less like a seller/buyer relationship and more like a
doctor/patient relationship.”

The VP of sales at the Fortune 500 company trusted me as if I were a doctor. He
trusted my diagnosis. He trusted the solution I prescribed. He ultimately
succeeded. I helped him.

Now, I did not earn this trusted advisor status simply by being the SVP of sales
at HubSpot. I developed this authoritative status by using the Internet to share
my views and help others. I frequently shared best practices on Twitter. I
retweeted techniques from other thought leaders I respected. I wrote about best