Episode 9

Mastering Sales: Connor DeLaney on Authority, Empathy, and Effective Customer Education

Today's episode is truly a master class in selling. If you are a salesperson or business owner, get a notepad and pencil or be ready to pause and rewind because Connor DeLaney, Impact's Director of Revenue Operations and a fellow They Ask You Answer fan, shares tons of ready-to-use soundbites and tips and tricks you can start implementing today! You do not want to miss this one!

In our discussion, we will explore how salespeople can adapt to the well-informed, modern buyer, emphasizing the necessity of moving beyond surface-level conversations to offer truly personalized solutions. Connor will share his insights on the challenges and crucial elements of building authority and maintaining momentum in sales interactions through techniques such as assignment selling and proactive customer engagement.

About Connor DeLaney

Over the last three years, Connor has been heading Impact's efforts in building its membership community Impact+, and now he is leading the sales team at IMPACT. In his role, Connor is helping businesses see the opportunity with the framework and how it can help them grow their personal careers and businesses. In his private life, Connor is a family-focused, dog-loving athlete. His favorite quote that he lives by is by Sir Ken Robinson: "If you're not prepared to be wrong, you'll never come up with anything original."

Timestamps:

03:40 Pre-sales buyer education is vital.

06:43 Revamping the sales playbook for the digital buyer.

13:00 Trust, authority, and confidence build successful relationships.

14:29 Building trust in sales is about establishing authority.

20:40 What happens when salespeople acknowledge and validate clients' feelings?

24:19 Acknowledge and validate to connect authentically.

29:32 How you can assess client commitment through assignment selling.

33:26 The importance laying out a path for your buyer to follow.

39:06 How to build momentum in a sales process

43:47 Book Recommendation

46:40 Two-Minute Rant

Whether you are a novice or a veteran in sales, this episode will equip you with the tools to enhance your understanding and execution of an effective sales process. Stay tuned as we unlock the secrets to transforming sales challenges into successful outcomes.

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About the Podcast

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TrustBuilders
Transformative conversations with business leaders, sales pros, and marketing managers about growing your business by educating your customer and building trust.

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About your host

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Hannah Eisenberg

Hannah Eisenberg is a business coach helping organizations generate endless customers by building trust. with almost 25 years of experience in digital marketing and sales, Hannah has a wealth of knowledge of what works and what doesn't. After leading her inbound marketing and sales enablement agency for 12 years, she realized that companies solve long-term problems with short-term fixes by depending on external firms for growth. This often leads to generic (and often confusing) messaging, spray-and-pray prospecting, and hard-pitch sales tactics. The result: loss of trust. In 2023, Hannah decided to flip the script and focus on the only thing that everything ultimately comes down to in business: trust.