A TALK ON THE BUYER SIDE
The sales podcast with a difference
Get insights into your buyers minds, how do they decide and buy?
A TALK ON THE BUYER SIDE
The sales podcast with a difference
Get insights into your buyers minds, how do they decide and buy?
Hosted by
Kevin Dixon
Follow Kevin 
There are endless podcasts by sales authors, trainers, experts and leaders created to help you to sell, but we wanted to do something a little different.
A Talk On The Buyers Side is unsurprisingly all about the people who decide and buy. In B2B sales the buyer’s perspective is the only one that matters.
We look to uncover what salespeople can do to improve their buyer engagements and enable them to buy.
Our Podcast
Why listen and subscribe?
✓ Understand how your customers buy
✓ Discover how you can differentiate the buying experience
✓ Learn what you need to do to improve
What's it about?
How often do you see business titles including buyer enablement? Not often, because sales is still a very seller centric industry.
Thankfully, Adam is working with his team and colleagues to drive more buyer-centric engagements and a better buying experience for their customers.
And it’s working by contributing towards their aggressive scale and growth plans.
Adam talks us through why and how they’ve made some changes and the importance of a buyer first strategy.
What's it about?
Matt Dixon is a Founding Partner at DCM Insights, if his name rings a bell it’s because Matt co-authored The Challenger Sale and The Challenger Customer.
Both books are globally renown and have had a big impact and influence on the sales industry for the past decade.
And now for the good news, Matt has got together with Ted McKenna to write a new one – The JOLT Effect.
It focuses on one the biggest obstacles that sales teams need to overcome, the dreaded do-nothing customer, the no-decision retain the status quo outcome.
They researched over 2.5 million sales calls to uncover the reasons for customer inaction and indecision, and the results are different to conventional thinking.
You’ll have to be patient as the book isn’t out until September, but thankfully Matt shares some tasty snippets that you’ll want to hear.
What's it about?
David Brock is the Founder and CEO of Partners in EXCELLENCE (a global business consulting company), an author, renown expert in complex and enterprise sales, and writer of one of the best sales blogs.
In this episode David gives us the heads up on the how tables have turned and that because of the way that companies now decide and buy the interactions must be optimised for a digitally led and sales supported experience.
But, there’s much more to it than that. David shares his thoughts on what sellers need to do to support online buyer research, including some specialisations to support your customers buying journey.
What's it about?
What's it about?
What's it about?
What's it about?
More salespeople than ever before are failing to achieve quota.
More opportunities than ever before are ending in a no-decision outcome.
Why do we win or lose deals, or why do prospects end up doing nothing and retain the status quo?
Important questions, so why don’t we really know the answers?
Sellers state they see the value in win-loss analysis, they know they should do more, but somehow they just don’t get done.
Wayne Cerullo gives us expert insight from working with hundreds of companies and tells us that buyers hire companies, they don’t buy their products or services anymore.
In most cases companies instigate loss analysis after a big and disappointing loss.
But this only offers a limited perspective, every opportunity to learn why should be taken.
That should not only be about why you win or lose but also about why your competitors won or why the buyers failed to make a decision.
It’s incredibly difficult to differentiate on a product and service level. The buying experience is now a key differentiator for buyers.
Don’t assume what that experience should be, learn from the buyers.
Check out the podcast, everyone in sales should learn from the buyers ?
What's it about?
Following the success of their first book, ‘The Sellers Challenge’ the authors Tom Williams & Tom Saine of Strategic Dynamics Inc. have teamed up once again to pen ‘Buyer Centered Selling‘ .
Their timing is perfect as sales teams are struggling to differentiate through product or service and the buyer experience is now highly influential in the decision process.
The book is not about a methodology or process, it’s a philosophy of the sellers responsibility and foundational elements. Put simply how can you manage your sales engagements with the buyers front and centre, how can you become more buyer-centric to win more deals.
The Eight Core Elements of Buyer-Centered selling are:
Insights that Educate
Map & Align Buy-Sell
Prescriptive Guidance
Discovery Process
Dynamic Value Messaging
Consensus Building
Risk Mitigation
Social Presence
Check out the podcast, then go buy the book ?
What's it about?
Don’t think of procurement as the ‘dark side’, Procurement expert Jens Hentschel tells us we should think of them as the ‘bright side’.
Salespeople avoid engaging with anyone in procurement as they see them as a threat or someone that could scupper a deal. They’d rather make a cold prospect call than a call to someone in procurement with an existing prospect.
Yes this is procurement focused, but it’s a sales podcast that helps salespeople think about procurement differently.
What's it about?
Our first ever ‘A talk on the buyer side’ sales podcast is with Joe McFadden who was CTO at the Royal Opera House in London. Joe shares his thoughts and experiences as a senior decision maker within the buyer committee.
We discuss a bunch of important areas for the buyer/seller engagement including how projects start, who’s involved, how they research before engaging with sales, what information sales can provide that really helps, discovery questions, what decision makers need from salespeople, how decisions are made, plus his own experience with no-decision outcomes.
All too often salespeople look to sales experts and trainers for guidance and advice on how to improve, understanding the buyers perspective is some of the best feedback you’ll ever get.
