667: EQ vs IQ: What's More Important for Sellers? w/ Byron Matthews

ABOUT THIS EPISODE

In this episode we talk to Byron Matthews, President & CEO of Miller Heiman Group.

Click here to connect with this guest on LinkedIn.

Wouldn't it be nice to have several fault leaders in your industry know and Love Your brand? Start a podcast, invite your industries thought leaders to be guests on your show and start reaping the benefits of having a network full of industry influencers. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green, I'm James Carberry. Let's get into the show. Welcome back to the BB growth show. We are here today with Byron Matthews. He's the president and CEO at Miller Himan Group. Byron, how you doing today? Doing Great. Thank you. I'm I'm excited to chat with you today. Byron. We're going to be talking about how sellers are becoming content marketers. This is something I've been talking to a lot...

...of my sales friends about lately. Excited to dive into it with you. Before I do that, I'd love for listeners to understand just kind of the context of what you're all about. And what Miller Himan actually does. So can you explain that to us? Yeah, sure, so, millhammond group is one of the world's largest stale and service performance firms. You know, we help companies sell more in service better. We offer consulting services, training services, technology in research, all centered around helping companies sell more in service better. Love it. I love it so so, by and as we going to dive into this topic, this idea of sellers becoming content markers, and we're talking about this offline. You mentioned that. In the overarching idea here is that to be sales has is just getting tougher and tougher and there's this this need to add value in the sales process. Now, can you...

...expand on this idea for us? Yeah, sure so. So here's what we're seeing, and we operating over thirty eight countries and we've got this this huge research engine that just studies the world of sales and by the numbers in every region, what we're seeing is spellings getting harder. So essentially buyers are getting better at buying faster than sellers are getting better at selling, and the numbers are proving that out. So if you look at percent of reps that make quota aggreate. You know, across all regions, all industries, it's about fifty three percent. That's down ten percent from two thousand and twelve. Now you will want about two thirds of your reps to make quota because if everyone makes your quote, means that comes too low. But fifty three percent is not a number. And so when we could dig into this, what we're seeing again is just sellings getting harder. You know, buyers are innovating faster than sellers are. In the traditional films models aren't working. And what do they mean by traditional sales models? Is when a seller would come in?...

Traditionally they would go in, they would ask really good questions and know what are your needs, what's going on, and then they would go back and get their stuff and then their position, their solution based on those meats. That's a pretty standard solution selling model. Well, honestly, buyers are way to inform now. They don't engage sellers until they're much further down the buying process now. So that traditional approach isn't good enough. It's not over. Understanding customer needs are imperative, but it's not the only thing you do. Now that extra thing you got to do now is really understand your customer and or you're a buyer, and provide them value in the sales process. Understand their needs, but then understand what's going on around their world, understand maybe there the relationship between them and their customers or their competition or whatever it might be going on, and bring insights and data, in value and content into that discussion so you can differentiate the yourself by the way you're actually engaging...

...with your customer and the way that you're selling. Now that's it. Sounds okay, let's go do that. Well, that's actually pretty hard to go do. That's hard is to go tell sellers to just be an experts and and bring data and insights into the conversation. They need help and where often they need to go is marketing and content. And so what we're seeing is we're doing a ton of engagements where we're actually working with marketing to, you know, help bring content and data into the hands of a salesperson. And so we like to say, you know, sales people are becoming content marketers. So, Byron as you've been stepping into these engagements where you've been helping kind of equip sellers with the type of content they need to effectively add value in that in the sales process. What have you seen in terms of alignment? You know, as marketing and sales been pretty aligned. It's just a matter of sales not knowing what to ask for. What have been your thoughts...

...as you've gotten closer to the problem there? Yeah, it really does depend on kind of the maturity of that collaboration between sales and marketing. You know, there are some sub organizations where that's worked well in the past and now it's just a new era. So it's a new level of collaboration. There are other situations where you know that's fairly disconnected and so to put a more sophisticated requirement on that process as at a challenge. So here's here's I mean by that. You know, historically what we would have considered strong sales and marketing alignment. You know would really happen that that? You know, maci level, where value proposition and messaging playbooks. You know, for example, we're being built. That included marketing and sales and that was to put into the hands of sales people. Know some of reisitions have been doing that for a while and that's been successful. Well, the requirement that I'm talking about now is that much deeper level. It's providing content that has situational fluency built in it based on a very specific customer example. That content is typically in...

...bite size pieces as much smaller, as much more nimble, much more agile, and so there's a lot more of it, and a good example would be with a client I'm working with now where they have put Roy calculators and case studies and a lot of contents around various different situations based on industry potential and or where they are in the buying process. There's just a lot more content. But they are able to do that because they've been in the mode of working together quite a bit. We've had some organizations where honestly, feels marketing haven't been that collaboratives in a line. To put a pretty tough requirement to say, okay, well, now you know, hey, marketing, help help us with content regarding this situation or that situation and help us really think through all the different, various, you know, ways that we may need your worst support in terms of content. That's a pretty big requirement and honestly, one of the silver bullets in there is technology in terms of how that's bridging some of the gap. I'm really ashamed to admit this, but...

...we went the first three years of our business without having a single case study. I know, pretty ridiculous. So I finally broke down and had cap ninety nine create a couple case studies for us. We sent them some examples of other case studies that we really liked, then we sent them the stories and the results that we wanted to include. After a few rounds of revisions, we now have two beautifully designed case studies that we send to pretty much every one of our prospects. When you sign up with Cap Ninety nine, you get unlimited graphic design and unlimited revisions for just three hundred nine aine bucks a month. Head over to BEB growth showcom design and try out their fifteen day free trial. That's BB growth showcom design. Let's get back to this interview, all right. Another thing that you had mentioned offline buyer and is just this idea that, with this reality that sellers are becoming content marketers,...

...it's, you know, the the talent profile of sellers is changing. Can you elaborate on that? Yeah, because you know, if you go back to what I was saying about the profile of the seller, or I should say the selling model evolving. You know, one of the pieces in there I talked about is it's it's actually more sophisticated. You've got to add value of the process. Well, that's not it and everybody's not built to do that right. I mean you need to think differently, to understand your customers world a bit more. You know, oftentimes takes a lot of analytical skill, to be generic about it. Here's essentially what we're seeing. We bought this company from IBM called talent analytics, and it has just, you know, thousands of Russians, a thousand millions of profiles and contents and assessment data. Here's what we're seeing. The profile of a sales professional in the past would would lean more on Eq being more important than Iq. Doesn't mean the post. They're both very important, but if you just had to kind of...

...bend it one direction, you would say relationship traits or really really important. In the future we think it's more analytical traits and Iq being more important because of the sophistication around being able to drive value in a sales process and being very comfortable working and kind of technology and data rich environments. That makes perfect sense that as the buyers are coming into the sales process more and more informed, the need for relationship is relational abilities as much less so that's that. I've ever thought about it that way. That's fascinating. Byron, you have a book coming out, I think, relatively shortly. Can you can you tell listeners about that? Yes, called sales enablement. One of the fastest growing trends that we're seeing in selling organizations is this development of sales enablement functions. And essentially what that means is there's a recognition that selling organizations aren't ready...

...for this change. Again, buyers are getting better at buying faster. And so what do selling organizations need to do? They're creating the sales enablement functions to transform selling processes in sales models for all the things we just talked about, you know a minute ago, help bridge the gap with marketing, you know, help think about how to, you know, bring content services inside of the selling organization, and so this essentially the first book in the market that really helps with that blueprint. How do you establish a sales enablement function? How do you think about collaboration with marketing, for example. How do you provide the right technology tools? And it really kind of gives organizations as blueprint to get these functions started. Well, you know, more quickly and honestly, more efficiently. Love it. And when do you know when the book is going to be available? Yeah, I mean you could preorder it right now on Amazon, but widely available in April. Love it awesome. Byron. Well, this has been this has been fantastic. If somebody listening to this, they want to stay connected with you, they want to learn more about Miller Heiman group, what's the best way for them to go about...

...doing that? Yeah, I would say just go to our website. You know what? Website has information about the business and certainly has all the law Blat more information about what we're talking about here, and can easily get connected into our firm. Love it awesome, buyer, and will again thank you so much for your time today. This has been this has been great, so I really appreciate it. Yeah, thank you. Take care. There are lots of ways to build a community and we've chosen to build the be tob growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, we'll talk family, will talk goals and dreams, will build friendships. So if...

...you'd like to be a part of a BEDB growth dinner in a city near you, go to be to be growth dinnerscom. That's be toob growth dinnerscom. Thank you so much for listening. Until next time.

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