533: How to Leverage Digital Influence to Create Human Connection w/ David Fisher

ABOUT THIS EPISODE

In this episode we talk to David Fisher, Author of Hyper-Connected Selling.

To stay connected with David, click here.

Wouldn't it be nice to have severalthought: Leaders in your industry, Kno and love your brand start a podcast,invite your industries thought leaders to be guess on your show and startreaping the benefits of having a network full of industry influences,learn more at sweetfish media dotcom. Your listening to the B TB grote showpodcast dedicated to helping B to B executives, achiev explosive grownwhenher you're looking for techniques and strategies, tools and resources,you've come to the right place, I'm Jonathan Green and I'm James Carburry.Let's get it into the show. Welcome back to the bby growth show weare here today with David Fisher. He is the author of hyperconnected sellingDavid, how you doing today! I am live in the dream. Sorry to steal that fromyou, but I'm in that club too. I an in that club is well David. I I'm reallyexcited to chat with you today. I heard you on Druws podcast, I guess a coupleof weeks ago and I'm a huge fan of of his podcastfor for agency owners and excided to dive in to our own little interview.Talking about your latest book, hyperconnected selling, before we getinto it, can you tell our listeners Davit a little bit about yourbackground d and what made you want to write, hyperconnected selling, sure I run U Professional Development Firm,called Rock Star Consulting and doing that for about twelve years, workingwith enfreneurs and small business owners and salespeople, and this isactually my seventh book and I've always written about relationshipbuilding and networking, and it was a very natural progression to look at howrelationships are being built in this highly connected world, and it was veryobvious that people needed to look more closely at how they canactually take the the tools of human...

...relationships in the offline world,port them into the online world and and be more effective and be more efficientwith what they were doing so that was kind of the the genesis of the book. Ilove it. I love it and seven the fact that you've written seven books Ma'N, II I've- been having a bar all the time trying to get one out of me. It's likea marathon y. You run WAT right, one and you're like this is horrible, butthen you get to finish you're like I could do it again: You're a glutton for punishmentpretty,much pretty much so said, David t. The first thing that I want to touch onthat you talk about in your book. Is this this change in the buyers journey?Can you talk to us about what that change looks like absolutely. This iskind of one of the buzz words right now this idea of a buyer's journey, butwhat I'm really doing is looking at it from the Salesperson's point of viewand what happened is because of this thing called the Internet. We have suchaccess to information that we've never had that before, and it's reallychanged the relationship between buyers and sellers or you can even think of itas the relationship between the influenceer and the person we're tryingto influence, and what has happened is the information, a symmetry that reallydominated sales in the last half of the twentieth century has really flipped,where it used to be that the salespeople had all the knowledge theyhele the information and their prospects, their customers didn't haveany now, a buyer can go to their smartphone and basically get anyinformation they want and what this paroty has really created, and in factI don't know if it's parody anymore, I think that our buyers actually evenhave more control Ofr the process, and we do as as sales people and marketersand professionals whoare trying to influence others that we we have tojust reconfigure. How we're going to provide value no longer can we call andsay hey. I've got this new white paper.

I'd love half an hour of your time togo over it. We have to assume that the people that we're we're talking to haveinformation, they have the knowledge, and so we have to be able to get inthere and provide value in a different way to help them actually use thatinformation and and ar there' some particular Ti. I I'm a big proponent ofkind of the value. First Mindset Y, you have to AV value out of the gate, and Ihear a lot of people talking about you ow the fact that you have to ad value.You have to have value, but I don't hear a lot of people actually giving ways to add that value right. So it's it's! You know I, I think theextent of their advice is well. You need to figure out how to add value, and so what, in your experience and theclients that you're working with and what you're doing yourself, are theresome specific ways that that you've gone about adding value to people thathave been pretty effective, yeah so th? The word value is one of thosewonderful words like love or freedom. Everybody thinks they know, but ifeverybony' got a different idea, everybody's got a different way oflooking at it. For me, the idea of building value in this new environmentis actually about helping people process. The information that they dohave into a form that allows them to make more effective decisions, faster decisions or better decisions.So, for example, one of the things wh when talk about this idea of buildingvalue for a prospect. Instead of saying I have information for you, it's youhave all this information. I have some expertise that will help you translatethat Um, an example I use in the book for is with Real Estate Right. Mostpeople could probably get all the information they possibly could want ifthey were going to buy a house in an area, but you still need a...

...knowledgeable agent from that area tobe able to help you not only navigate all the INS and outs of the home buyingprocess, but they can also say: Well, you actually don't want to be in thatneighborhood, because you say you have young kids in the school district lineis actually you know. One block away and you're not going to send the kidsin Te School that you want to. You know the people have that expertise. I thinkthe idea of expertise is going to become more and more important, but it's not just something we can b sanymore. We actually have to be able to work with R our prospects, our clientsand help them make better decisions, because if we can't they don't need usand we're irrelevant. So so this next part of the book that we're going totalk about David is becoming a sale Sherpa. What what's that mean? Wellthat, for me, is how you incapulate this this new idea of guiding our ourprospects and customers. If you think about what a sale shirp or what aShirta is it's this idea of somebody who guides the climber up the mountain.Everybody knows what the end goal is is to get to the top of the mountain, theShirpas that person who's done it before whois. An expert in the mountainknows the ends and out that cracks the crevises the PLACIS, to be aware thatthere might be danger popping up and who takes that climber says. Let me letme take you there in the same way for us to be a sale store, but it's really.How do I develop a not only the expertise in my area, but then build arelationship with that prospect or customer over time so that I am theperson they trust to take them up the mountain so to speak to thatendgoal, and so a bic thing here is, and it's also not as transactional as Iused to be. It really is relational. It's about starting that relationshipwith a prospector customer, maybe before they even know that they'regoing to be a customer some day, and so that's another thing that I find myselftalking a lot about David, the idea of particularly in a B D v Contacts whichth the folks listening to this are are...

...all inside of a be tobe context right.The purchases that are being made are, you know, pretty high value and so tothink that you're, you need to come ot it with a transactional sales approach,as opposed to the relational approach. That you're talking about to me just is,is crazy that that people wouldn't think to put in the effort that ittakes to build a genuine relationship and obviously it' com. Going back toyour your statement about value. If you want to create a genuine relationship,you have to be able to advalue up front and Y we've done that we obviously havethis pot cast that we can offer t say: Hey. We want to feet you on our podcast.I've got a column that I write for in the having an post that we offer to say:Hey. I want Ta what a future you on or having the post call Um. Are thereother things that that you found that are effective at building thatrelationship from the start, even if it is maybe not related specifically tothe product of service? Sure one of the biggest things I alwaystell people is that every business relationship starts as a humanrelationship and, as I mentioned, I, I wrote a lot of books before this onethat were very focused on networking and building relation ships justoutside of the sales world, but it really comes out to this idea of how dowe build a human relationship to build that trust? There's the old sales adage.You know people do business with peole no like in trust, there's nothing inthere. That says and is an expert in an industry or can offer a you know fivepercent discount over the Q threrevenu. It's no can you actually establish ahuman relationship so one of the things- and it still blows my mind- it wee to oB to b sales, for example the idea of somebody thinking. Well, I'm just goingto call some guy and he's Gongto. You know write me. A thirty thousand dollarcheck tomorrow or or half a million dollar check nextweek. No, it's one of the things I I Icounsel a lot of people to do is go.

Who are the influencers that you wantto be talking to when I say influence, or it's not necessarily an author or apiecastles, but the people who are influencing the sale? They say theaverage bee to be saile depending on the numbers you look at anywherebetween five and seven different people are going to be engaged and involved inthat decision, so start reaching out to the people,whether it's in your name accounts or whether it's just people in theindustry that you know could be prospects reetout to them before youtry to sell them right and, and what are we reaching out to them with? Is itwith collateral? Is it with you know, opportunities? Are we making? You knowtrying to make connections for them with you know with other people that wethink that they would want to be connected with what? What does thatoutreach? Look like great question by Heway. Any of those things could work alot of times. I think we get hung up trying to figue out the perfect way ofdoing something, and then we don't do anything, but it could be just assimple as saying lingcton ill be a great example. This looking at usingdigital tools, Hey, I notice that you're in this industry we have a lotof shared connections, would love to Haveo in my Lington network just to seeif there's some way that we can provide value for you in the future right andthen so you connect and now you know, can be sharing different content. Youknow padcast that you find articles all that kind of thing it could be reachingout to somebody saying I. I know that you're, probably all set with yourneeds at Companxyz I'd love to just take out to lunch, see if there's youknow what you're working on. If there's any way it can help you now or in thenext six months, but actually doing that. So many people hear that and thenthey approach it. Like F Wer, saying like the aggressive,desperate salesperson like hey canboy, to Lunh, take you to lunch and you knowpick your brain trying to get everything I possibly can from you. SoI can sell you. I mean people can smell desperation right. They really can. Ius. I use the example of the old movie...

...maverick where the card player sis downthe table says hey for the next hour. I promised to lose because he's just erhein this context trying to figure out the tells everybody has but he's justsaying, Hey I just want to be here. I want to figure out what's going on andthen you know we'll try to do business together. Yeah there's! I don't know ifyou followed John Barrow's at all, but oh yeah John Talks about this idea ofyou know how how people can smell the desperation on a salesperson, and hesaid the cure, for that is to have you know a massively fat pipeline and- andso I think you know th the things that I hear him talking a lot about, justbeing very methodical. You know every every day, Monday through Friday,building that pipe building this relationship, so that, because you havea nice pipeline and you've got a lot of opportunities that you're working atone time, you don't come across as desperate or like you're begging topull out all the information you could possibly pull out of somebody just sothat you can turn around and sell them because they're, not the only iron youhave in the fire, so to speak, and so so that's that's where my brain went assoon as as soon as you started. Talking about that one hundred percent yep soth. This next piece that we're going to talk about David is understanding thesales matrix. What is a salesmatrix and talk to us about yeah? What what thislooks? Like sure t? That's, actually a wonderful next steput, an we're talkingabout not being desperate, not being transactional. One of the things that II really looked at in the book and I come from a very old school salesbackground direct sales. I knew all about the sales funnel and the pipeline,and you know this very lineer a to be to se. We say this: We build this valueas this question and then we close- and if we are going to be honest withourselves, the sales world isn't harder these days or easier, it's always beenchallenging, but it is more complex. There is more information, there's moredecision makers involved. There's all...

...these different pieces of informationwe have to manage and the idea of a sales matrix is just the idea that,instead of looking at our sales process as a linear step by step process, wehave to look at a as a web right as an interconnected cloud ofdifferent decision makers and information inputs, and we have to beable to navigate that. We have to be open in the fact that we might developa relationship with one person in the organization andeverything's going along smoothly, and then somebody else is going to comeinto that and we have to then figure out where they are. What informationthey have. You know provide value for that new person. We also have to thentake into account that each of those people could go onto their cellphone,put a social media post on Lintoln aske questions about what we're trying tosell or while what industry we're in or talk to some of their other contacts.And it's it's really just understaning that sales hese ays is contextual andif we don't acknowledge that we look foolish and we're D we're just notgoing to be very successful. Yeah O I, I totally agree it's uh again goingback to the the bt B thing: We're not selling a ten dollar solutium, yetwe're we're trying to structure our messaging and the way that we haveconversations with people like we're robots, because we think we need tohave you know twenty seven million conversations a week to affect t pal.You know what we're doing, but the reality. Is You don't y? U You need!You need to have quality conversations, quality engagements with people whichrequire exactly what you just said context and to have that context.Unfortunately, there's not a there's, not a Bot that you can run to be ableto do that. You as the individuall have to figure that out. Well, I'm Gong toactually say that. Thank goodness abot can do that, because if a BOT could dothat, you don't have a job anymore. Exactly, I think what we're saeing anand people ask me all the time. Well, okay, what are the? How do you exute onthis? What are the tactics? What do I...

...got to do? salespeople are famous thatdon't tell me any of this. Other bummojoe m just tell me what to do, butthe reality is. Is We are moving away from this factoriization of the salesprocess, which was just again linear. Just do the same thing over and overmake a bunch of calls. Ask the right question: Ou, Getta Sayl, to somebodywho is a consultant who is contextual? Who is going to be able to thinkcreatively through this process? Because again, if a customer can justgo on a website, fill out a form and get the solution they need, they don'tneed to use a salesperson. The salesperson building value is going tobe the one who can understand this wide landscape. That's in front of theirbyer and help them through it. So there's there's no more easy answers. Imean I wish I could just go yeah, here's a three things: just do theseover and over and you'll be successful. It's it's much richer and deeper thanthat, and also once you figure that out you're you're going to have a job for along time, because that's not going to be replaced by Amazon a any time soontotally agreed David before before I let you go today. Are there any otherpactical ideas for how people can take ove lessons from from your book and andfrom the things that you teach and actually apply them? You know in theirown working environment. Sure after I told you, there's no easy answers. Youwant e here's. There are a couple quick things.I can s suggestive people. The first is actually something you touched on: haveregular, consistent relationship building practices built into yourschedule. Instead of having this approach to your metric being I'm goingta track, how many cold calls I'm going to do or how many cold emails? I'm? USend Ask Yourself, did I. I have five touches on a new relationship, or did Iregoltofi people who were in my network but are direct buyers tha reach out tothose five people a day, just ping them with a text or an email or you know forme, for example- and I know I've seen you on Lintoln- I'm very engaged inthat platform. You know I have my my...

...checkbox is that I have to do on linkedin on a weekly basis. As far as interacting with people engaging withcontent sharing stuff, even just doing that creating some simple replicatableactivities, you keep doing, you keep planting those seeds, you keepcultivating them over and over again t'll be successful. If you're, a farmer,you don't have to reinvent the wheel every day, but you have to plant yourseas, you got to take care of them if you want to get the harvest down theline so that that's, I guess how I would approach it yeah and I think thethin you touching on there that that's been a challenge for me and that I'mtrying to get better at is. Is just the consistency of it in and building thathabit over and over and over again. So for me, I knew that if I'm going to beconnecting with lots of people from from our bodcast and and throughdifferent ways that I meet people, I'm going to be connecting with those folkson Linden that I need to be way more consistent in Mike in the in thecontent that I'm putting on that platform so that I can then start tonurture that scale a bit, but then also diving in you know when, when peoplecomment engaging an individual kind of conversations within the common threatsof those posts, it's allowed me to have a lot of actual one on oneconversations with folks. That kind of stemmed from content that I put out forfor my lar my network at Lard, but building in that consistency has beentough. So I think that if, if folks can mail that- and just like, you said,build those habits where, where you're doing these things, weakend weak out, Iin total agreeant. That's where you know that's where they're going to findsuccess. You still got to do the work right, there's no secret, even thoughthe world's more complex and you gotta know contaxt all these wonderful things.It still comes down to doing the right things over and over consistently andregularly theywud. If, if somebody out there listening wants hi stay connectedwith you, they wanta they want to find your book what's the best way for themto go about doing that would love to connect linkedanem there, a lot,obviously linked in dotcom, flash in...

...slash IM D, fish, iamdfish twitter, I'mthere a lot as well dee fish rock star or feel free to visit our online homeDavid, JP Fisher, dotcom, slash B to be growth. We've got a landing page justfor all of you, wonderful listeners, and that's where you can find out allthe information about my book. Ask many questions. N, all of our speakingcoaching, all the good stuff we do weld love to engage. assome Bavi will thinkyou so much feeour time today. This is eme fantastic. I rely appreciate itthanks for Avenmu to ensure that you never miss anepisode of the Beto. Be Growth Show subscribe to the show in Itunes or yourfavorite pot gass player. This guarantees that every episode will getdelivered directly to your device. If you are someone you know would be anincredible guess for the B to B groshow email me at Jonathan Hat sweetfishmedia Dotcom, let us know we love connecting wuth bee to be executivesand we love sharing their wisdom and perspective with our audience. Thankyou so much for listening until next time.

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