When you have a new prospect do you calmly engage with them, or do you let emotion take the lead and deluge them with an onslaught of information (AKA the word vomit)?
This week on INSIDE Inside Sales, Darryl welcomes the award-winning and brilliant rockstar head of Blue Chip CRO, Ed Porter. Darryl and Ed talk about how many deals can be lost when sales professionals pounce on a prospect, inadvertently pushing them away with pitches. They also discuss how to avoid the dreaded word vomit, offering such advice as improving your self-awareness, making use of scripting principles, and utilizing conversational analytics to measure talk time. Learn how to show restraint and keep your prospects engaged on this episode of INSIDE Inside Sales!''When somebody picks up, you're excited. And when somebody agrees with a question that you say, then you get really excited.'' 🎧 Listen as Ed Porter shares his advice on how to hook prospects without chewing their ear off. Click To Tweet
Host: Darryl Praill, VanillaSoft
Guest: Ed Porter, Blue Chip CRO
Darryl Praill: How are ya doing folks? It’s another episode of the INSIDE Inside Sales Show. I’m Darryl Praill. Nice to meet ya. It’s like a new year. I know it’s not a new year, we’ve been in the new year already for a while, but to me, I’m still in new year mode. And in the new year, I’m in lockdown, I’m back. I have a temporary office space. And so true story, the challenges of working from home. I live in the country, I live in a beautiful, idyllic, I just wanted to use the word idyllic, idyllic country rural setting. And it’s great. We have land, we have privacy, the dog has lots of room to run, life is grand, except my internet sucks. It’s bad. It’s so bad, so my internet is what’s called, well it’s LTE theoretically, they call it LTE radio, it’s line-of-sight, which means I have an antenna on the TV tower like 60 feet in the air pointing at another antenna down yonder that may be 20, 30 miles away that goes through a fiber-optic line.
Darryl Praill: The problem is that they had already oversold the service way, way, way, like you wouldn’t believe, and then work from home hit, and then everybody was at home, and so it just can’t handle the capacity. So I was really smart. I went and I got an LTE, a true LTE mobile cellular modem to supplement for when I’m doing live productions, and I’m going off the local cell tower that I can literally see out my back window. It’s just right there, so I know I’m close. And I get great speeds, really great speeds down and up, I mean it’s not gigabit, but I’m probably getting 50, 60 down and 20 up. The problem is, LTE, it’s not consistent, so I could be talking to you when you’re doing streaming or podcasting, it’s all uploads.
Darryl Praill: I could be talking to you, and then all of a sudden, boom, it’s gone. And three seconds later it’s back, and this is what happens, and that’s fine if I’m in a casual Zoom meeting, but when I’m doing productions, that ain’t so good. Kinda like when you’re on a video call, the sales rep, when with a prospect, right? You are working, you’re on a Zoom call with a prospect, you wanna have a consistency. So what I’ve had to do is I’ve had to get a shared office space that I go to and I book a boardroom when I do these conferences, and I set up my gear every time, get the light ring, got the camera, got everything going on, got the mic, got the sound device so I sound, look good. I make myself all pretty, as pretty as I can be, I’m presentable so that when I’m talking to my beautiful guests which you’re gonna meet shortly, they think I’m all swanky and competent.
Darryl Praill: Again, not unlike what you should be doing when you’re having your Zoom calls with your prospects. Yet it’s amazing, I gotta tell ya, how often I have Zoom calls, and I’m seeing you folks in these, I’ll just call it janky setups where you have poor lighting, you have poor quality in your video, you’re using the built-in microphone on the computer, there’s echo galore, and I’m just gonna say this, dude and dudettes, if you care about making an income, invest a little bit of money in your setup. That’s my little soapbox for today, because people like me who have the budget who buy from people like you actually make judgment calls on that kinda silly stuff, right? So that’s just an FYI. I know you’ve heard it before, I know you’ve got other things to do, but stop putting it off. Make that investment. So what have I been doing for a while?
Darryl Praill: You will notice, in every single one of my podcasts, I ramble a bit. I give you five, four, five, six minutes, and I talk about me and my personal life, and I just like to share. I love this relationship we have. We connect with one another and, but I ramble. Some might say I do word vomit. These, in fact, you know I do, you know that you think I do word vomit if you typically jump ahead, you hit the 30 seconds ahead, 60 seconds ahead, whatever, in your podcast app, because you don’t wanna hear the ramble, you just wanna hear my stars and what they have to say. That’s called word vomit and you just don’t wanna hear it. That’s great that you can do it, don’t ya think, that you can actually in a pod-player, you can jump ahead?
Darryl Praill: Can you imagine how much faster our sales meetings would be if when you’re talking to a prospect and a prospect, you ask a simple question and they’re rambling and they’re rambling and they’re rambling, you just go yeah, 30 seconds ahead, yeah, 30 seconds ahead, yeah, 30 seconds ahead. All of a sudden, your day would be so much more productive. It’d be fantastic. I love that. Someone’s gotta invent that. But the irony is, often it’s not the prospect who rambles. Often, I hate to say this to you friends, often you ramble. I’ve had way too many times where I have you fine folks call me, and I’ve given you time on my calendar, that precious time on my calendar that you so desperately want, and what do you do?
Darryl Praill: You ramble. You word vomit. And it just tells me that either you’re not confident in your solution, or you’re not prepared, or you’re just really, really green, and that raises red flags of risk and lack of trust and uncertainty and how soon can I get off this call with me like you wouldn’t believe. And the irony is, you actually may be a great solution for me with a cool offering with an immediate ROI, and you know it and you can see it, but you scared me away because of the word vomit. You’re guilty of it, not all of ya. But in fact, I would change that. We’re all guilty of that. Some of us have learned. Others haven’t.
Welcome Ed Porter
Darryl Praill: So how do we address that? I’ve never heard this talked about on any other podcast, and I listen to so many of them. So I was thrilled when I was jammin’ with Ed Porter. He’s the CEO of Blue Chip CRO, they’re a fractional CRO service. When he and I were jammin’, he mentioned word vomit, and I’m like oh my god. I need you, Ed, to come on the INSIDE Inside Sales show and talk to me about word vomit, and he said, “Well, y’know,” and then he took three hours to give me a lot of word vomit, and then he said yes. So there ya go! Ed, my friend! Welcome to the show.
Ed Porter: Yes, thank you. That’s probably an accurate description too about taking the three hours. That’s certainly been something in, that I’m painfully aware of is I am a talker, and I’ve gotten better. My wife constantly reminds me of like, blah blah blah, get to the point, so she needs that fast-forward 30 seconds too.
Darryl Praill: Get to the point. How many times have I been told that, or have I said that to my wife? My wife will say to me, “You tell the world’s longest stories.” Which is true. But the funny part is, she does the same thing, and when I call her out on it, she gets indignant, y’know? And I guess it’s symbolic of what we see you sales reps.
Diagnosing word vomit
Darryl Praill: We actually, we’re all familiar with word vomit, and we hate it when our prospects do it to us, but we’re doing it to them, so talk to me about, when you say word vomit, I’ve given you my definition of it and what I think of it, but when you say word vomit, I mean, you’re the fractional CRO. What’re the symptoms, what is the definition of word vomit? I would know, I suffer from word vomit if I demonstrate these tendencies. Go.
Ed Porter: Yeah, the, I think the first part, well the first part is most difficult because you have to recognize it, and that’s the hardest part is to recognize when you have it, but you can start to recognize that when you feel like you’ve been talking for a while about the same things, or potentially even have gone into different tangents. That’s usually a good sign that this is a good conversation maybe, but maybe I’m making it a good conversation, and maybe the other person on the other side isn’t. So that’s usually, word vomit that I like to kind of think about this is when you either get excited and just kinda blurt out stuff and you keep going and going, and that’s where I think that happens a lot in sales, is you’re on a conversation.
Ed Porter: I mean, we’re all calling and striking out and not getting answers, so when somebody picks up, you’re excited. And then when somebody agrees with a question that you say, then you get really excited, and that’s kind of just, starts that trajectory of, oh, you’re experiencing this problem that I’m solving? Bleh. And then it just, then features just start coming out and then you start kinda going different directions, so it’s kind of that excitement when you recognize that there’s a commonality, and you’re trying to capitalize on that, to try and say, oh yeah, we can do this, oh yeah, we’ve done this with a client, oh yeah, they’ve had this kind of success, and you just go topic, topic, topic without breathing. That’s kind of a good starting point to recognize, hey, maybe there, maybe that word vomit is happening right now.
Darryl Praill: So folks, lemme give you some examples. If you find when you’re asked a question that you don’t clearly know the answer to or you’re not confident in your answers, that your tendency is just to talk and talk and talk, and you’re, really, what you’re really doing is you’re throwing words against the wall and hoping something sticks and you can kinda answer it and move on, you, my friend, are guilty of word vomit. If you don’t have a game plan going in, and the conversation meanders a lot, and then because it meanders, you go off and tangents and then you have dialogue, you’re guilty of word vomit, and that’s an interesting one, because you actually may not be talking a lot, but what you are talking about is actually irrelevant and not pertinent to what the goal and the objective is of that meeting, so that’s an example of word vomit.
Darryl Praill: And if you really wanna see if you may suffer from word vomit, lemme give you a little task to do, a little task, okay? What I want you to do is this. And you don’t need to be on with a prospect to do this, you can do this on your own. I would suggest maybe you get a colleague, maybe do your own Zoom call, and ask each other these prospects. Cause there’s a certain number of things that you’re gonna go through over and over again on a sales call, you know? You’re gonna give your elevator pitch, as an example. Well, at VanillaSoft, we are the most, world’s most established sales engagement platform, blah, blah blah, blah blah, blah blah. You’re gonna recite your elevator pitch. So do this. Seriously.
Darryl Praill: With a colleague, just do it to each other, get a stopwatch, every phone’s got a damn timer built into it, and ask some of those standards, recurring Q&A that happen throughout every single sales call, discovery call, and just ask the question of your colleague, hit go on the timer, and time them to see how long it goes. So for example, an elevator pitch shouldn’t take more than theoretically one minute to give. Does it take you three minutes or four minutes, or five minutes to do your pitch? Well that says either you don’t know what the hell you’re talkin’ about, or, more than likely, you have word vomit or a combination of the two. So simply timing it does a fantastic job to see if you are guilty of word vomit.
Darryl Praill: So what I wanna do is I’ve set the stage here, I’m, we’re all laughing, no one’s judging cause we’ve all done it. Hell, half the time when I finish my podcast, I go to my producer Daniel, and I say what’d you think of my opening monologue, and he kinda gives me that look which is code for, dude, that was a lot of word vomit, and often I disagree with him because he’s clearly wrong, but occasionally I have a little bit of self-awareness and I hang my head in shame, and I vow to do better next time. We’re gonna do this, we’re gonna take a break, and then we’re gonna go fast and furious, and we’re gonna drill down on lots of ways you can overcome this, straight from Ed Porter. You have two options.
Darryl Praill: Listen to this fine infomercial you’re about to hear, I promise it’ll be fast, or, if you’re at a computer, just go to www, www, oh my goodness, BlueChipCRO.com and check out Ed Porter. Or hell, just go to LinkedIn and follow him. He’s a rockstar. We’ll be right back.
The pros and cons of scripting
Darryl Praill: Okay, so Ed, when we talked about word vomiting and I know we had had kind of a pre-show conversation, and one of the things you brought up, I don’t wanna control the conversation, this is your show, baby, you’re the expert, but you intrigued me. You made reference to the whole idea of scripting and messaging, and immediately when you said that, my mind goes oh, scripting, man, that’s, you’re either for scripting or you’re against scripting. Talk to me about scripting and messaging and the role it plays, pro or con, in word vomit.
Ed Porter: Yeah, so I’m, I’ll first preface this by saying I am a huge fan of scripting, but I’m gonna put an asterisk at that to say, not in the traditional word-for-word scripting. What I’m a fan of is preparing, and you wanna have a preparation of what you’re gonna say when somebody picks up the phone, what you’re gonna say when you launch a discovery call, what you’re gonna say when you launch a demo when you’re midway through the demo when you’re showcasing certain features, how do you transition, so I wanna have a game plan of what I’m gonna say, how I’m gonna respond, and I really became a fan of this through a gentleman by the name of Mike Brooks who’s the, coins himself as Mr. Inside Sales.
Ed Porter: He wrote a book that is a phenomenal book called “Power of Phone Scripts”, and when he started talking about this is he kinda starts the book by saying, when you contact a prospect, you can probably list a few common reasons why people say no to you. They either don’t wanna talk to you, or maybe when they don’t buy your product or don’t move forward, so if you can forecast several different options, why not have some things in your wheelhouse to help support that, or to overcome those?
Ed Porter: So that kinda got me thinking about, well yeah, that makes sense, and a script can be word-for-word, but a script can also be just bullet points of where to go, so I’m a fan of pre-call planning, of preparation, and that’s kind of where I’ll go on the scripting side, so where does parley into scripting can very easily result in word vomit is when you’ve prepared so well for something, then you get to a point where that prospect starts to align with you, and they start agreeing, or you start talking about pain points that you solve, and they take it to another degree to say oh yes, this is just, we’ve been trying to solve this for years, and all of a sudden this light bulb goes off in your head and you just wanna pounce, and you, and that’s, kind of starts, it’s that excitement that hey, somebody, this resonates.
Ed Porter: And maybe that person either doesn’t have the experience or the knowledge, the salesperson that is, to kinda have that patience, to exert that patience to kind of lead that conversation in the direction, so when somebody, a prospect demonstrates it, you start to wanna pounce, and you wanna go say, oh yeah, we had a customer just like you that experienced these types of ROIs, or we had this customer, I just got off the phone with somebody earlier today that just had this, and you’re just so excited to align because something that you said just resonated with them, that you’ll start building your own tangents, and then you’ll start talking about, oh, what they really liked was this feature, and this feature was really cool because of blah blah blah.
Ed Porter: And then all of a sudden it’s, again, a word vomit, and what Darryl, what you said earlier was, some point, you become disinterested. You’re a prospect and now this person’s just rambling, and it’s like, is that showcasing an unprofessionalism, is it showcasing maybe something that isn’t quite right with me as a buyer? So this is where scripting can kind of help prepare, but then you need to exert that patience so that you don’t pounce when somebody agrees with something, and that can be a good indicator of how you can take that word vomiting and go to the nth degree.
Darryl Praill: So I wanna stop there, because I’ve had this scripting conversation with many many people. I’ve done debates on it. I think I did a debate with Benjamin Dennehy, the UK’s most hated sales trainer. Everybody who’s a fan of the show loves Benjamin, and he was anti-scripts and I was pro-scripts. I’m like you. I think of them as a series of talking points. They are not verbatim sentences that you are to read. That way the sales rep can still imbue their own personality. But to your point, scripting, you think about it, it’s a decision tree, right? A top-down, you have your opening and it can go one of two, three ways, and you’re thinking about if it goes in the second branch, and they say no instead of yes, then here’s the next talking points I wanna cover off, and again, it’s a decision tree breaking down, and at every segment of that tree, there are key talking points, benefits, discovery questions, et cetera, qualification questions, that you want to ask and gather.
Darryl Praill: And I wanna, cause there’s a thing I wanna get to in a second about, there’s a tandem that goes with this ask and gather. And I remember having this conversation with Jeb Blount on scripting and getting his thoughts. Now Jeb is, he’s Mr. Author-Extraordinaire, Mr. Speaker-Trainer, he’s gazillionaire I’m sure, and his point, he was all for scripting. And his point was, Darryl, why would I not have a series, like you, of talking points that would guide me to make sure I knew everything I wanted to say, and more importantly, it reminded me of what I needed to say because you’re right. You nailed it when you say I wanna pounce. But you don’t wanna pounce until you get all the answers, and when you see the script in front of you, you see the tree, you see the talking points, you’re like oh yeah, I gotta go and ask that question.
Darryl Praill: I wanna pounce, I’ll make a note on my sidebar here, circle back, and talk about this item here, but before I pounce, I wanna go and get and ask all these other things. That allows you to actually control the conversations, and the thing about sales is that you want to be in control, right? You wanna control the dialogue, you wanna control and influence the outcome. You can’t do that unless you have a game plan, and you can’t, and that game plan has to have succinct talking points or questions. So I’m pro-script, and the other thing I like about script is it has the key messages that I wanna hit. Phrases, buzz words, that could be relevant to my ideal customer profile, so who they are, industry terminology that they recognize and identify with, so it’s not just a script, it’s the message. So that’s the first part.
Darryl Praill: To control vomit, utilize a script, and deploy the right message, so you’re right on that. But you made a, you talked about pouncing. And that’s the second part of that, my tandem on the script was, we often forget to listen, and the script forces us to ask a question, and then shut up because we need to get the answer to that question, cause it’s the talking point, and I find, when you’re pouncing and you’re doing the word vomiting, you’re not listening, so in my experience, if you just make a disciplined habit of listening, you consequently dramatically reduce the word vomit. Now that’s my experience. You’re the expert. I’ve only been the CRO for less than a year now, so you tell me, man.
Ed Porter: Yeah, so certainly give yourself some credit because you’ve spent the time in sales and marketing and all of that jazz, so I think your perspective is absolutely sound, and this whole talk versus listen is a, now that we’ve got these conversational analytics tools that are out there and now we can start to see some data around what’s optimal or what’s good, what’s bad, what is maybe gray area, that’s another area to start to kind of think about, where what you said, you wanna control the call. Controlling the call doesn’t mean talking the whole time. It means understanding where you wanna go.
Ed Porter: It’s chess, and you’re playing several moves ahead, so how do you anticipate those moves, and then how do you respond to some kind of deviation from that expectation? So that’s really what the control mechanism is here, so when you look at this talk versus listen, and whether you subscribe to the data that’s out there about you should talk 40% of the time or 44% of the time and listen 56 or 60 depending, regardless if you subscribe to that, there’s certainly merit in, when you’re in a discovery, when you’re in a demo, when you’re in follow-up conversations, it’s called a conversation for a reason, and it’s to converse. And it’s, ask for information, receive information, start to kind of build this Q&A dialogue or storytelling.
Ed Porter: These are things that absolutely need to happen, and they can’t happen and they can’t evolve unless it’s a joint. Now you throw in other speakers that are on a call. If you’re on a call with five or six decision-makers or influencers, it’s even more important that that whole talk-listen ratio is managed better so that everybody kinda gets this, a seat at the table to talk, and for you as the salesperson to learn. That’s how we learn. So we talk about pouncing. The opposite of a pounce is restraint. So how do you exert restraint during that time, and the restraint can very well be guided in those types of questions that are being asked. We’ve always heard in sales, it’s all about asking questions. Well, what questions do you ask?
Ed Porter: You can build a library of hundreds of questions to ask a prospect, but at what point do you inject them? And then you’re starting to get into this path of situational questions, so a good example that I like talking about is, there’s a lot of content that I’ve seen out that’s produced about how to open a call, cold email, subject lines, intro lines, first conversation, do you have 27 seconds for me to tell you why I’m calling, the connect-and-sell, Chris Beall approach which I love, but there’s a lot of those things out there to say, how do you open a call, and then how do you have a discovery call, and then moving into the demo, and I think the demo is a point where, that’s where you need to exert the most amount of restraint, because word vomiting can very easily take over that demo when you’re showing a prospect your solution.
Ed Porter: But it’s less about showing them your general solution, and target that solution to what pain points you’ve learned about them, and how do you showcase a feature that can help solve that, or how you do it? And then holding that restraint or exerting that restraint to say, how do you see this helping you? Or how do you see this changing your operation for the better or even things like have you tried to solve this problem this way before? Those types of questions put the prospect in the situation and in using your product that help you as the salesperson exert restraint, because you’re letting them talk and you’re trying to get them to talk about your product solving this problem, and that’s gonna give your springboard, and it’s just like a counselor when a counselor talks to a patient. You’re asking questions you want them to identify, so you want them to kind of give you the answers while you’re kind of guiding the conversation.
Darryl Praill: So you use the term situational questions. I didn’t use that term, but that’s because I’m not as smart as you. Your term is way better. I said in a script, I wanna have a decision tree, and as I work through the various branches, as the conversation plays itself out, every one of those scenarios as I work through the branches, that’s a situation. I now am in the situation where he’s objecting to the price. So I now need to ask some questions, as opposed to doing a word vomit to defend the value I clearly didn’t establish in the first place or I wouldn’t have been here. So you’re brilliant, and what I like about the situational questions, and again why I like this script premise, is cause if we actually take time to map out how we want a typical call to go, and have that framework, it allows us time to come up with the questions that we wanna ask to achieve the information we need, and we can put down that talking point in our own style of communication, our own phrases, our own words, our own delivery style.
Darryl Praill: The situational questions are spot-on, and in fact, situational questions can actually become a crutch. A good crutch, not a bad crutch. It’s something you lean on which forces you to shut up, but that is the big thing. The biggest thing I see between an experienced rep and an inexperienced is the pouncing, cause even if I ask a situational question, I could get a really positive response back and now I’m excited and now I pounce, and the minute I am pouncing, I am off-plan, and I’m going down a branch on that script, on that game plan that I didn’t plot, and then I’m lost, and then I’m using more word vomit to get myself back on plan to bridge it back. So your point about having restraint is the second thing that really hit me there.
Darryl Praill: How many of you have actually practiced restraint when it comes to communicating? I’ll give an example. I’ve been married 30-odd years. And even still, when we have a discussion, quote-unquote, air quotes, and my wife is clearly wrong, I just wanna cut her off and say, but you said, but if you recall, and I’ve had to learn, if I ever want to have relations again, that I need to show restraint and show her the respect and listen to her, as opposed to just shutting her down. Then she doesn’t feel heard, and then she disengages. So your prospect’s no different. I love the word restraint, and that’s not a word we hear often.
Using conversational intelligence tools
Darryl Praill: Now you mentioned something. It was on my list to hit you up on, and I’m loving that you brought it up. You mentioned the conversational analytics, the conversational intelligence tools. We use them ourselves, and what I always find interesting is that the first, I get, as the CRO, I get a daily report from them, it comes to me, of all the key deals, and a little synopsis, and a stat, in every single one of those little synopsizes, is longest talk time, and by whom. And I find that so amazing that that is the number one thing they choose to share with me as part of their platform. That’s revealing. What does that tell you and what are your thoughts on using those tools to help with the word vomit?
Ed Porter: So I’m gonna answer this by asking you a question, cause I’m interested to hear, what do you see enlightening when you see that report and you see the longest talk time? Do you make some assumptions? Do you kind of say hey, this is a problem, or this is good, or I wanna learn more? What’s the light bulb that goes off in your head as the CRO when you see that, and kind of what’s your trigger and your next step?
Darryl Praill: So my trigger is when I see an outlier. Maybe that one rep averages a longest talk time of a minute and a half, but suddenly I see in one, it’s 2 1/2 minutes. Then I wanna go there and say, were they doing something well, did something come up that they were really talking about cause they were excited and it was a good thing, or is it a bad thing and they were doing word vomit? Literally, are they doing word vomit, and there, so there’s a training issue there. So that causes me to actually open up the analysis, when I, so with many of these, I just, I read them, I don’t even listen, and I say okay, I’m up to speed, I don’t do anything. But when I see that outlier, boom, I go and I open it up, and I listen to that 2 1/2 minutes or three minutes to get context of what’s going on there, and then I will work with their manager on training if need be, saying, y’know, you should work on this one.
Darryl Praill: They clearly didn’t know the answer to this. It could be them, or it could be the entire team, so that, it’s a chance for me to work with their manager and my sales enablement team to say you better equip them, and then I advise where appropriate the sales manager to work on coaching, skills development as well. That’s what I look for there, and then if I see it recurring, so as a secondary thing, if I see it recurring, then what I tend to do is say, okay, we have a problem here with this individual, so we need to either give them additional support or performance improvement plan, or maybe if they’re just not right for this role. So that’s how I react. That’s a big warning sign to me.
Ed Porter: So the reason why I ask that is I’m always, you talked about call times, and I came from the outsourced contact center space in the early 2000s, and average handle time was the number one metric, and I always asked myself, what’s better? A shorter call or a longer call? And I started to understand that there’s certainly differences. A longer call could very well relate to more in-depth troubleshooting or problem diagnosis with a customer, and maybe long handle times are okay because I’m ultimately satisfying the customer, and so why I was asking what triggers you when you see that report, where do you go? Do you look at a negative or is it like I’m gonna go review this because I’m interested?
Ed Porter: Do we need to change something or do we need to triage something? And that’s what was kind of interesting to me, but the conversational intelligence tools I think are providing a lot of insight that we don’t even know what to do with yet, so that’s what I like about, at a very high level, you can start parsing out talk and listen, and that’s step one, and then step two is maybe certain words being used or not used, competitors, you can start tuning the system to try and find those things. Even some conversational intelligence tools will automatically QA calls, so if you have some things you want to measure in a discovery call, some things you wanna measure in a demo, you can tune it to automatically score those if you will, so going back to your question about what can these tools be used for, what do I use them for, is I try to look at it in terms of a score or a playbook if you will, and what I think between sports, even music and dance, they all have a playbook. You’re doing a choreographed dance.
Ed Porter: You’re playing a sheet of music. You’re executing a playbook that was designed by a coach, and everybody’s kind of doing their roles within it, so then how do you measure the effectiveness of that? And you start looking at game film. You start listening to a concert. Why else do people love hearing the same songs time and time again? It’s the same thing. Well, what do you like about it? So that’s what these conversational intelligence tools allow you to do is start to figure out what’s being said that resonates or aligns with the prospect, and how do you construct your processes and get people to execute their part in these plays or these scores or these dances, to be able to align to what the audience wants.
Ed Porter: And that’s the bigger, I think, can of worms that can be opened up with these tools, is it allows you to get to that micro-level of every single call, and it makes sure that you as a CRO or you as a VP of sales, that you can start to understand, are the people doing what, not only what I want them to do, but what the buyer wants them to do, and how can I do that without having to listen to hour-long demos across 10, 15, 20 sales reps every single day? It’s just impossible. So those are the things that I’m really loving about these conversational intelligence tools and where they can help take sales efficiency.
Darryl Praill: All right. Word vomit. We all do it, we all suffer from it, we’re all a little bit guilty. Some better than others cause there is a little bit of situational awareness, and they show restraint, but the fact of the matter is, according to Ed, we have a good game plan, perhaps utilizing a script with powerful messaging, and knowing when to actually ask your questions and when to listen, you can make this all go away.
Darryl Praill: And if you need a little bit of help with that, you can either work with a colleague, work with your sales manager, or use a conversational intelligence tool and listen to your own calls and follow the little prompts they have on coaching and guiding. So that’s kinda the whole conversation today, folks. And that, if you’ve not met him, that’s Ed Porter. Now Ed Porter, Ed and I go way back. He’s a big player in the AA-ISP. He’s a big player on RevGenius. He is an accomplished, accomplished man, and if I recall correctly, if I get this wrong, Ed, I’m gonna be embarrassed, you hail from the fine area of Columbus, Ohio. Am I doing all right? Yes. Home of
Ed Porter: Yes, good work.
Darryl Praill: Anthony Iannarino and Brandon Bornancin and everybody else in that great area. That is a sales hotbed. Columbus, Ohio. Who knew? So check him out. Ed, what’s the best way to get a hold of you? Is it LinkedIn, email, Twitter, Clubhouse? I don’t know, you tell me.
Ed Porter: Yeah, Clubhouse will have to be a different conversation, but I’m on LinkedIn, I’m all over LinkedIn, Ed Porter. You can also, my company is Blue Chip CRO. I’m starting to get a lot more active with that, and so yeah, certainly look up either one, and the one thing I’ll ask, and I believe, Darryl, I may have heard this from one of your shows in the past, is if you’re gonna connect with me, drop me a note to say how you heard about me, what’s interesting. I like to know how I connect with people, whether it’s through RevGenius, whether it’s through AA-ISP, or whether it’s through this INSIDE Inside Sales podcast.
Darryl Praill: There you have it folks, word vomit. By the way, final thought on Clubhouse. There’s an example of word vomit, and I’ll just leave it right there. My name is Darryl Praill. You’ve been here for another episode of INSIDE Inside Sales. Take care folks, we’ll talk to you soon.