#146. People Buy What the Product Does For Them with Brian G. Burns

Summary: Brian G. Burns helps salespeople understand how to be amazingly successful in this new world. After spending 20 plus years selling enterprise software, Brian is now working with leadership teams helping to create and dominate their market segments. Brian’s approach is based on an exhaustive study of hundreds of eight, seven and six-figure deals across several industries and geographies, what Brian discovered is that the majority of salespeople are Selling Backwards. Selling Backwards means that the focus is on the outside of the prospect looking in. Instead of obsessing on messaging, positioning, presentations, demonstrations, and closing, what is really effective are matching the selling process with the prospect's decision process. What they have found is that the salespeople that still embrace the old-school dogma of relying on relationships, one-on-one selling skills and aggressively pushing their prospects are as obsolete as palm pilots. What Brian teaches is what is going on inside the prospect's organization and how they make product selections. Please join Brian on The Brutal Truth About Sales & Selling PodCast.