Stop Making This Subtle Selling Mistake

Almost every seller I coach makes the same very subtle mistake. Hi, my name is Brian lamanna and I'm an Enterprise AE over at Gong and a six times Presidents Club Award winner. Here's the mistake. They position their company as the hero of the story. But ingrain this in your head. Your company, they're never the hero. The customer is always the hero. See, the hero is the main character. They're the ones that take action to overcome obstacles in order to find success. But you've probably been trained on a story where you, your company or your product is the star in the show. I fully blame marketing. Here's a couple of examples. Since 2010, our company has been the undisputed market leader. Our product is an all in one platform that reduces costs and streamline processes. Or we provide a best in class customer experience across our 3,000 plus customers. Even when you nail that talk track, you're turning the customer into a small piece of the story rather than the main character. Instead, do this tell a story where your product plays a supporting role in making the customer the hero. So here's a couple strong examples. Examples Revenue leaders use GONG to blank or Rev Ops. Leaders use this platform to get insights into their biggest initiatives like Blank. Bad examples would read gong helps you by blank or we fix this for revenue leaders by blank. The subtle difference is positioning your prospect as the active hero, not the passive recipient of your solution. Now this also applies to other components within sales like demo framing, email prospecting, or even every single part of your sales cycle. It is a really small change but has a dramatic impact.