Anthony is not a tech guy - meaning he’s not the guy to figure out the ways software and technological tools can be used to make sales work better, even though he is an avid user of the tech that exists. With that said, he’s very glad there are people out there who are into the tech and know how to take the deep dive into it in order to make it work better for sales professional. Max Altschuler is that guy. He’s on the show today to talk about sales stacks, the powerful benefits technology can bring to the prospecting and sales process, and how human capital can and should be integrated into the process.

Data is the foundation of any successful sales process ~ Max AltschulerClick To Tweet
What is meant by a “sales stack” and is yours high enough quality to help you?
When Max Altschuler uses the term “sales stack” he’s referring to the human, software, and tech components that you have in place to organize and utilize the data involved in prospecting, marketing, and sales. That definition infers that you’ve got to have a system in place that has quality data that is both current and useful. On this episode Max walks through the things that make up a great data stack, how he uses it when making sales calls, and what you can do to close the loops in your process to ensure that your data stays up to date.
Do you know how to research a prospect before making a connection?
Every sales professional knows that you can’t (or shouldn’t) just pick up the phone and call someone you want to make a sale to. You’re much better off in the long run if you do some research to know something about that person, what they do, and why your product or service is the right solution for their needs. Max Altschuler is a pro at sales and knows the sales process backwards and forwards from his work with www.SalesHacker.com - so be sure to listen to this episode to get his own approach to researching a prospect before making the call.

How to prepare for a face to face sales call from an expert, on this episode of In The ArenaClick To Tweet
What many companies do wrong when it comes to sales automation.
Anthony periodically receives prospecting emails that are generated by an automated system. These emails show that the company sending them knows very little about him and has taken virtually no time understanding what he does or what his needs might be. This is a marketing and sales FAIL in the hugest terms. Companies that think automation is going to cut costs are actually costing themselves more. On this episode Max Altschuler provides his insights into the biggest automation mistakes companies are making when it comes to sales and how they can cut their losses and turn things around.
Targeting your prospects from a variety of positions.
Both Anthony and his guest today, Max Altschuler agree that sales professionals should not allow themselves to be hindered if they find that “THE” decision maker or ideal contact they are trying to reach is unable to be reached. There are many different ways to make contact with a company that can lead to great results. In his book, Max refers to “Top down” and “Bottom up” approaches and unpacks them on this episode. You need to hear this if you continue to get road blocked in your approaches to a prospective client.

You can’t be hindered by missing the appointment with the “perfect” contact. Here’s whyClick To Tweet
Outline of this great episode

[3:10] Anthony’s introduction to Max Altschuler.
[5:06] What is a “sales stack” and why they can work for you in sales.
[6:17] Ideas of what might be included in a sales stack.
[9:50] What Max does (and builds into his tools) to best research a prospect.
[13:25] What can be done to improve the quality of leads by improving the quality of data?
[16:43] Top down and bottom up targeting.
[20:0] How email marketing often fails from a technology standpoint.
[24:00] The risks involved in using automation.