Belal - LinkedIn Audio

Hey, Hey, what's up everyone. What's up, Chuck? I see you, man.

Here. We got a minute. Let's kill some time. We got a minute. Let me be and get up here. How do I do that? Raise your hand. You, you come up here. We just say hi to each other for a minute. Yeah. Allow to speak

while people gather in. We got, we got two minutes. It auto mutes. You though look out, out. Yeah, hold up. Don't worry. LinkedIn has not figured out this UI yet. Tell you what.

Well, I'm pretty bad at this. I think I just figured it out. Yeah, what's up buddy? How you doing, man? How's your Friday honor, honor. And fly. I'm really looking forward to this. I'm gonna drop. I'm gonna drop it. I'm gonna drop it today. We got one more minute. Yeah, I got some stories for you guys. This will be helpful.

Hopefully everyone brings their, tells their product marketer too. Cuz I know sellers don't don't have full control over the competitive Intel. It's kind of frustrating.

Everyone, give Charles a follow, by the way, if you're listening right now, he's the master of discovery. Uh, I've not seen quality content on discovery and his is world class. So I got him up there. Give Charles a follow. Thank you, BELE. I'm gonna move you back. Let's get you. Thank you. Of course.

All right, one more minute. We'll get started here Friday. All right. So, Hey everyone. Thanks for joining. And man, I tell you what, nothing gets me more fired up than competition. Am I right? God, I hate losing to those people. I mean, somehow we forget that most of our deals lose the status quo, no decision.

but it's a lot more, I don't know, just feels good fighting competition than it does fighting in the status quo. It's a weird thing. It's a weird thing that we've got going for ourselves here, but let's talk about it for a second because I'll tell you right now, I I've been in sales for 12 years and it is clear as day that elite sellers handle competition way better than average sellers.

I mean, it's not even close. It's not even close. And definitely something that I learned very early in my sales career, working with some like really top sellers was the way that they were bringing up the competition proactively. And I was like, what? You're just straight up inviting that discussion with a buyer that didn't necessarily state that they're looking at that that's incredible to me, the confident, the clarity and just the way they did it was mind bogglingly.

Good. So. I want to teach you guys a very simple framework to know how to do this, but let's, let's do a quick story time. Um, so when I was the first seller at full story, we had, I mean, probably 12 competitors. I mean, it was just an insanely crowded space. Okay. 12 competitors think about it. Nothing was sacred.

Nothing you could claim as a seller. Was any different than any other seller that these other companies could claim. You just have to assume that your competition is gonna lie, cheat and steal. Okay. Just assume the worst hope for the best, but assume the worst. Assume your competition holds nothing sacred and anything that you claim they'll claim to.

So if you're in that kind of situation, you've got a lot of competitors. Okay. First and foremost, Don't pretend like they don't exist. You know, this is like the, the happy ears. You've heard this before, sell, you know, new sellers or inexperienced sellers have happy ears. They think everything's going great and good.

And they don't ask the hard questions. They don't pressure test their buyers. They don't get consistent. Buy-in competition is one of those areas. You need a pressure test. You need to bring it up proactively. They are Google search away. Your buyers are one Google search away from finding who your competitors are.

Any company. You Google search it. And typically the first, uh, results on the page will be their competitors buying their keywords. I mean, if they're not doing that, then I don't know why you're afraid of 'em cuz true competition would do that. And your marketing team's doing the same to your competitors.

They're buying the keywords. So you are one Google search away from your buyers, realiz who your competitors are. You might as well invite that conversation instead of try to hide from it. Because here's the thing you will never, you will never lower your status in a deal with a buyer by sounding informed.

Let me repeat that. You will never lower your status in a deal with a buyer by sounding informed, informed about your product, informed about your category, informed about their business and informed about the competition. You cannot hurt yourself by doing that. So you might as well use it as a moment to flex your expertise and share with them something that they couldn't get off a G2 grid that they couldn't get off.

A simple Google search of us versus them give them something that they can't just simply get on their own because you are the expert. You talk about this all day. You think about your petition all day, not them. So you wanna school them. This is your chance to tell them something that they don't know. So I'll give you an example here at GTM buddy, and how to use the words of your competition to actually win the deal.

Actually put down some landmines actually create that level of expertise in the dialogue or conversation with a buyer. So GTM buddy, we have a sales enablement tool that allows reps to find 10. Okay. We do it a little bit different than our competition. The content comes to the rep instead of the rep having go to a library or a Wiki or a homepage to search for.

So that's our unique advantage. Now our competition talk about, like, for example, one of our competitors is HighSpot we got HighSpot Showpad and seismic. Those are the big three competitors in our space. They have literally right on their websites, the words find it fast. That's how they describe it.

HighSpot allows your sellers to find content fast. I'm gonna take those a exact words, literally word for word. And I'm gonna say them. I'm gonna say, when I talk to a buyer, here are the three big players in our space. You may have heard of 'em or even used them before. HighSpot Showpad in seismic. Do those names ring a bell.

Okay. They do great. They don't know issue. I'm gonna proceed, but if they do so with HighSpot there, talk about finding it fast. We have a problem with that. We see there's an issue with that while HighSpot is definitely an improvement to Gdrive or SharePoint at GTM buddy, we feel like they're still playing the same game.

At the end of the day, you have to search a Gdrive to find something you have to search SharePoint. You have to ask somebody on slack for content, with HighSpot, it's a better experience. There's more functionality, but at the end of the day, even they say themselves, help your reps. Find it fast. What if they didn't have to find it at all?

That's the question that we're posing here at GTM buddy. So you see, I use their mark marketing words, their exact marketing words from their website. In the pitch while I'm talking to the buyer and here's, what's gonna happen when they go look at high spot, when they go do a demo of them, when whatever they do, their they're gonna see those exact words like whoa, be led said exactly that.

He said that's, their whole pitch is find it fast. And there it is. And big, bold letters right on their website. He right. This confirms what he was telling me. And he's educating me now on why that might be problematic. Why that might not be the right answer, why there might be an alternative that I need to consider with its own set of pros and cons.

Right. Cuz nothing's perfect. But now I know now I understand the difference in positioning between them high spot and GTM buddy. That's how you bring up competition. I, I I'll give you another example. At full story, we had a competi, a competitor called session camp, full story, allowed people to record all the business interactions on their website.

Session cam did as well, but only up to a million visitors after a million visitors, their product could not handle it. So we would claim that we can capture everything and they would claim they can capture everything. But with a little asterisk up to 1 million, Did buyers notice the asterisk? No, right.

Like again, my competitor holds nothing sacred. They wanna win deals, just like I want to win deals. And they had a whole way of explaining that, you know, a whole, a whole way of trying to explain that problem away that they couldn't do it. So what am I to say? Am I gonna get in a ti for tat war with my buyer and be like, I know they're gonna say that, but it's not true.

Or blah, blah, blah, blah, blah. No, cuz then I'm just mud slinging. I'm not gonna win that deal, but I wanna bring it up proactively. So I'm gonna say something like, there are other tools in full story. We're not the first ones to do this. You have options out there, like Mouseflow session cam, blah, blah, blah.

And they go, oh, you know, I've heard of session cam. Oh, great. Yeah. So with session cam, they also claim to capture everything, but you're gonna see, there's a difference in how that's done in the world of full story. We want every clue, every scroll, everything, and we want to feed them back to your data platform so that you can do really deep studies.

On the behavior of your buyers session, cam can't feed that back to you because post 1 million visitors, they begin to random sample and they can't record that mass. So just be aware if you're looking to do serious investigation of user behavior, that might not be the right tool, but if you're under self 1 million, it shouldn't be a problem.

Now I'm saying this to what, like enterprise level customer. So they're thinking to themselves, oh, we're definitely more than a million. I'm setting a landmine for my peer over at session camp, because now I know when they do their pitch, that's gonna be brought up. They'll be like, well, by the way, how does it work?

If we wanna feed it into our data platform, the rep's gonna be like, wait, why would you wanna do that? Where did that question? Even come from? It came from me, planting a seed, and my buyer's mind around the competition. Because I know I have something unique there that they don't, and I'm proactively being, bringing it up without them even having to ask.

And this is what happens. Uh, uh, you guys may have seen, I, I did a talk for, with, um, the Salesforce sales summit, uh, last year in December, if you just search, um, think outside the quota, you'll find, um, uh, the session under the AE talk, track around discovery. And one of the things that advise sellers to do in discovery is.

You can play 21 questions all day with buyers and try to figure out what's going on. I'm not a very good questioner. I don't do onion layer questioning. I don't dig deep. I sometimes just take what people say off face, face value, like a fool. And don't really , you know, just assume people know what they're saying and that doesn't always work out in sales as we all know.

But one thing is that I do is I, I, I make these social bits. I'm gonna, I'm gonna try to get reciprocity from my buyer by telling them something that again, that they can't find easily on their own. And then I'm gonna give myself the chance to ask a really hard question as a follow up. So one of the areas that you can make bids on outside of pricing, implementation, and product weakness.

Is this area of competition. So when you freely and fairly talk about your competition without your buyer having to ask, you're making a social bid and the law of reciprocity and psychology states, I'm gonna return in kind, it's sort of like when somebody opens the door for you, you just feel compelled to say, thank you.

It's it's it would be rude if somebody opened the door for you and you don't say thanks to them, or if somebody invites you to a party, you feel compelled. That if you're gonna throw a party, you have to kind of invite them back. It's kind of rude. If you don't in the same way. If you give freely about your competition, you're gonna invite back some, some sort of response, something, some hard, a chance to ask a hard question and get a real answer from them.

So you wanna bring up competition even if there is no in the deal. Even if you're you're, you know, again, this, this idea, and I've had, I've had managers in the past, try to tell me, Hey, be dead. Why are you bringing up competition, man? What if, because you said it, they go look at that competitor. I'm like, that's fine because I already laid the landmines needed.

I'm not concerned about that. Plus like I said, their one Google search away. Amen. So what's the issue. And on top of it, I used it as a chance to ask them back a hard question by giving freely and fairly. About the competition. And most importantly, I've now established myself as somebody credible because I know exactly how my competition talks.

I know where they position themselves. I know where we win and where we lose. And I was able to inform my buyer about that. Those are, I mean, all of that outweighs, oh, maybe I invited the competition into my deal. I mean, You gotta have that level of confidence. If you're gonna be an elite seller to talk about those things, to have some real expectations or real understanding of how people buy people, don't buy in isolation, they buy in comparison, they buy contextually, they buy based on what they know.

So, so here's the framework that you want to follow when you think about competition. Okay. First and foremost, in your head, you wanna have like a threat level meter. How threatening is this competitor? So for example, I, I talked about GTM buddy high spots. One of our competitors, I put their threat level as very high.

I think they're a great product. They do a lot of smart things. They've been in this space for a while. They've raised a ton of money. They're a real opponent to deal with. We've got a ankle bidder competitor called content camel, hardly ever see them really cheap tool, extremely basic threat level, very low.

I'm not gonna spend a ton of time understanding content, camels, positioning, and all this sort of stuff. I don't need to do that. I don't need to do that when they come up, I can SWAT 'em away because I know they're small, but when high spot comes up, I better be ready. I better be ready because if they've already seen high spot, so if I'm going to go head to head against them, there's certain things.

I know that they showed their buyer, the buyer that's gonna influence how the buyer thinks about the problem. So I better know what that is and reposition against that. If I'm presenting first, I get a chance to lay some landmines before my peer at HighSpot presents that I know is gonna cause them problems.

That's no, that I know is gonna lead to some questions from the buyer that they're not gonna have good answers for. Not only that they're gonna be confused, why they're even getting asked that and then rip and replace. So head to head is one category. Within head to head. Are you presenting first? Are you presenting the second, right?

Who went first? Because that's gonna impact how your buyer views the problem. We get swayed by that. And then the second is rip and replace. When my competition is already the tool they use and I want to get them out. I want to get myself in. So these are three very different scenarios. Okay. So when you're presenting first, you definitely want to bring up the competition because you get an opportunity again, to lay some of those landmines using their own positioning against them using their own words against them.

So HighSpot says find it fast. That's exactly what I'm gonna say. HighSpot will tell you to find it fast, but we see a problem in that. Sellers don't wanna find anything. They want the answers given to them. I mean, how many times can you ask the same question on slack before somebody says, man, we're taking crazy bills over here.

I'm using their exact words against them. Same at full story. When we talked about session can they'll claim that they can capture everything, but we actually connect to your data platform and to provide you that data. I know that session cam can't because their products gonna cap at 1 million sessions.

Mine. Doesn't so I'm going use that when I'm presenting second, I want to bring it up. I want to bring up their strengths right away. Oh, so have you looked at high spot show batter seismic, actually, yeah, we, we did. We looked at high spot before. Okay. Yeah. Tell me about it. What did you think of their version of spots?

What did you think about pitch about finding it fast? Did that resonate with you? Did you see any potential problems with that? I wanna start probing into the things that I know were their strengths and start kind of creating some cracks in the wall around those ideas. I wanna just be very subtle around my competitor's strengths, but I wanna state them clearly because what I'm showing my buyers again, I'm informed and you will never hurt your D yield.

You'll never hurt your status of the buyer by sounding informed. And what typically happens is. Most sellers and some of us might be guilty in this room. Talk a really good game and never point out any flaws in their product. And if you haven't read Todd Capone's transparency sale, I highly recommend you get a copy of it.

Todd Capone's transparency sale to be transparent about where your product is strong and where it's not. What you'll find is when you start talking up and about your competitor's strengths. Your buyer will start letting you know that they were a little bit skeptical around how good those things really could be.

How good were those things? Because in classic fashion, most sellers are rarely fair and balanced. When they talk about their product, they, they act like every, you know, every product's number one, every product's world class, every product is amazing. Every product's the leader in the G2. Category of its choice.

It's like how, I didn't know, we could all be number one. It just doesn't happen that way. And that gives you a chance to be like, well, we see some pros and cons in our approach versus theirs, but let me give you an idea where we've seen some issues and how we made changes to our product to address that.

So that's head to head whether you're presenting first or second, you need to bring up competition and rip and replace. There's only one way you'll ever be successful doing a rip and replace deal. When the level of frustration with the tool is greater than the pain or cost of making a change, change sucks.

Changing anything sucks. Changing jobs, changing neighborhoods, changing cars, especially changing software. It's not easy to do. It's annoying. Even if the learning curve is small to go to a new product, it's still annoying to make a change. I wanna pressure test my buyer to see if their level of frustration with the competitor that already there outweighs the annoyance of having to make a switch.

So the first thing I'm gonna bring up when I know I'm trying to rip and replace a competitor is why would you wanna make this change? You know, it's, it's not gonna just be like snap your fingers and it's gone. I'm really curious why this and why now? Why don't you just do it later? I want to hear a business case coming out of my buyer's mouth and why they're gonna make that change.

Cause the last thing I wanna do is go through an entire sales cycle, still lose it and watch my competitor. Keep the deal and waste my time. That's like a double loss, right? Competitors still stays in place. And I wasted my time trying to get rid of them rip and replacing them and I didn't be successful.

So I want to address that right in the beginning. You tell me why you would wanna make this change because I know change is and simple. It's gonna require some resources. Is, is it worth it? And I want my buyer to build that business case on why that annoyance with the competitor is big enough to make that change.

So those are the three scenarios. Again, head to head with you presenting first head to head with your competitor presenting first and then rip and replace the best thing that can do. Is go to the website of your competitor, go to the G2 page of your competitor, go to the glass door reviews of your competitor, go to the job listings of your competitor and read what they say about themselves.

Copy those words, memorize those words, because when you say, or, or, or articulate the positioning of your competitor, To your buyer, you immediately get credibility. They're like, damn, that's exactly what they say. He clearly knows. Or she clearly knows what they're talking about. Let me see what they have to say about this instead of the opposite approach, pretending the competition doesn't exist, putting your head in the sand and expecting your buyer just to buy your product or assuming that there's no competition in your deal because the buyer never brought it up.

That is critical and the better you can articulate the way your competition talks about itself, the more credibility you're going to build in your buyer with your buyer and the, the greater they're going to be giving you information. That law of reciprocity. When you ask 'em tough questions, when you ask 'em, well, why do you want to do this?

Why wouldn't you go with them? Why would you pick us? Because you've been building that credibility from the moment you did the first discovery call in being proactive and bringing up the competition and clearly sounding informed about them. So let me, let me turn over classics. I action. We always do this every Friday over the last 10 minutes of it.

If there's somebody wants to come up and ask a question, raise your hand. Let's talk a little about competitive positioning. Let me know what your question is. You got anybody. All right. Got a few raising their hand here.

Hey, you gotta come off mute by the way. I know LinkedIn's a little annoying like that.

Uh, are you there?

All right, let me know when you figure out how to get off mute. We'll get somebody else up here,

Jack. I see your name. Come on up.

Give you a sec to get off mute.

Don't worry. It's not you. It's LinkedIn audio. They're really, uh, still testing this platform, bunch of stuff. Doesn't still work. It's kind of buggy. So don't worry. Just raise your hand again and we'll give it another go. It is buggy.

If it doesn't work, I got one more for you guys. So we'll see. Looks like it's not allowing. Let's try Andy.

Let's see. We'll let you on mute. Andy, ask your question.

Nope. It's not letting you. It's totally LinkedIn lie. It's LinkedIn audio guys. It's not you. That this is actually like a known bug. Hilarious. LinkedIn made an audio room and then didn't allow people to unmute themselves to talk in the room. Genius that that's something LinkedIn would do. That's literally, that's literally LinkedIn's playbook right there.

Um, okay. No worries. So we won't do questions because it's not letting you guys. On mute. That's unfortunate. Um, here's the thing. If you want to DM me your questions, I'll totally answer them. So feel free to DM me any questions that you have. I have a gift for you guys pinned to my profile is a Google form.

If you fill out that Google form, I will send you my, uh, com my battle card template. That I use to help train my reps on what they need to know in order to beat the competition, because the reality is the more confident you feel talking about competition, that itself comes off. You know, like you can tell when somebody is like nervous or unsure.

Though, just being confident about talking about your competition alone gets you so far with your buyer, because again, your, your peers at your, at your, your, your fellow sellers that are selling at your competitors. They're not doing this. Okay. You will be amongst the top 10% of sellers. If you proactively bring up competition without being asked, believe me, that's not something people do.

So I've got a battle template that you can share with your product marketing. That gives them this framework because most battle cards that I've been given by product marketing or I've, or the product or competitor training that I've received at some of the companies I've been at has been horrible.

It's way too much information. It's all about, uh, you know, the classic, um, feature checklist where somehow our side of the, our column of the checklist, everything green, and then their side of the checklist has just some green and some red and some yellow. And it's just like, wow, our product's perfect. And has everything, their product.

Doesn't it's like, that's not real. I can, that's not real. And I still remember getting, um, like when I worked at Clearbit, we got the zoom info battle card, cuz that was one of our competitors. And like the first thing on the battle card was the date they were founded and all of zoom, infos, like social media handles.

I'm like, how is this helpful? I don't care about their Twitter handle. Like I could care less about zoom, infos posting on Twitter. I need to know how to beat them. Like I have a call in like 15 minutes. What do I say? That's what I need to know. So if you want that battle card template, uh, just fill out that form.

It's pinned to my profile. So just click on my name right now. You'll go to my profile. You'll see. It's one of the first things pinned put in your email and I will send it to you. I'm gonna also, um, chop up this recording and I will add the recording to that template. So you can share that with your product marketing team and be like, here's what we need.

We need a threat meter on every competitor. I need to know what, what the first page of Google says when I search us versus them. It doesn't matter whether we agree or disagree. What's there. That's the Google search our buyers are doing right. Us versus them. GTM, GTM, buddy, versus HighSpot what comes up.

Cause that's what my buyers are gonna see. I need to know how to beat them, head to head. And in particular, when I present first or they present first. And then I need to know how to deal with them, rip and replace. And those are not the same thing. And I need to be able to position our product strengths, but also know how to use their own words against them.

Because the more I repeat from their messaging, the more I repeat from their product positioning, the more credibility I build with my bot, the more informed I sound and I'm, I'm gonna turn those credits. Over, I'm gonna, I'm gonna turn 'em in by asking a really hard question about budget, about when they really wanna buy about what their criteria is to make this decision, and that's gonna help me win more deals.

And that's how elite sellers use the competition to win more deals instead of lose. And again, average sellers, they get nervous, they get scared. They get tongue tied when they try to talk about competitors. Don't be one of those. Okay. Lean in, bring it up, proactively, bring it up selectively. Like don't be a fool.

I'm not saying go willynilly. You can be selective, but be proactive and do it in an informed way. And if you haven't already go to your competitor's website and just re how they position against each persona or industry they sell into what is their tagline? What is the explanation below that tagline or description.

And can you use those words the next time you talk to a buyer to position their product and how yours is different from that? Instead of just talking about how your product is the greatest or the best. Okay. So again, sorry about the not ability not to ask questions. That's totally linked in. I will report the issue.

I don't even think they read the shit that we send in, but if they do, I'll let them know that yet again, this ability to unmute this bug that they have struck. Again, if you have any questions, DME, I'll take a few minutes out to answer them. Just send me a, a, a message or anything like that. And please share that template with your product marketing team.

May the sales be with you always enjoy talking to you guys. We'll do this again. Next Friday. Take care. Everyone. Have a great weekend.

Yeah, that was good.

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