Elay Cohen is the CEO and Co-Founder of SalesHood and author of Enablement Mastery and Saleshood. Sales enablement as a practice has grown significantly in the past decade. More companies have started to realize that every conversation matters—regardless if the deal pushes through or not—and that the way to push up win rates is by being genuinely curious. 
Andy and Elay discuss the 3 stages in a buyer's journey and what sellers must do in each stage to determine fit, ask meaningful questions, and offer creative perspectives that prospects may not realize. Elay emphasizes the role of a seller as a guide whose goal is to lead buyers to a solution to their problems.

HIGHLIGHTS


Sales enablement today makes every conversation matter more

Sell better by empowering buyers to tell you what's important to them

The 3 Stages of the Buyer's Journey: The What, How, and Who

Conformity versus curiosity: Increase win rates by asking questions


QUOTES

Sellers must act as a guide for buyers to reach their destination - Elay: "Everyone's talking about MEDDPICC and MEDDICC these days and decision process, decision criteria, paper process. There's something there about buyers being empowered to write down what's important to them and then communicating that in their decision process and in their decision criteria. And I think that sellers need to be great at asking questions to assess whether there is a fit there."
Genuine curiosity beats automation to increase win rates - Elay: "Forget automation. How many sellers are internalizing a strategy across their top 2 to 3 competitors? How many sellers are actually having an open conversation with their champion? How do we compare? And then taking the inputs, sharing it back with the team, and then doing a pursuit, doing a campaign around that. And how many managers are reinforcing that? I'd say not as many as there should be."
Selling is a creative pursuit when you help solve a customer's problems - Elay: "I think we tend to forget that sellers are creating an opportunity to help someone solve a problem in an innovative way, and creativity is a very important skill. And I think underrated."

Connect with Elay and get his books in the links below:

LinkedIn: https://www.linkedin.com/in/elaycohen/


Website: https://saleshood.com/


Email: elay@saleshood.com


Amazon author page: https://www.amazon.com/Elay-Cohen/e/B00JJWE98Y%3F



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