Why You Need to Have Authentic Conversations with Customers with Brent Keltner

Get Your https://go.transformedsales.com/p3 (FREE GUIDE) to A Build High-Performance Sales Team Highlights How he became a go-to-market and revenue acceleration leader (02:12) Defining the authentic conversations that you can have with buyers (04:27) Applying the skills he acquired doing qualitative market research to his revenue growth work (06:48) Why you should start with your customer stories before going into your product (09:41) Being a Revenue Officer: Getting the sales team, marketing team, and other team players in alignment (12:09) Shifting your focus away from your product to thinking about your customer’s WHY (14:39) The value of ensuring your core goal is to get into your buyer’s world (17:53) Pattern recognition: The one thing that he took from his academic training into the corporate realm (22:47) NOBODY cares about your product (28:36) In this episode of the Science of Selling STEM, I will have a value-packed conversation with the Founder and President of https://winalytics.com/ (Winalytics LLC), Brent Keltner, Ph.D. Winalytics is a go-to-market and revenue acceleration consultancy that helps clients reach their top growth potential by shifting from product-driven selling to value-driven go-to-market strategies. Brent is also the author of the forthcoming book https://www.amazon.com/Revenue-Acceleration-Playbook-Authentic-Marketing/dp/1774581019 (“The Revenue Acceleration Playbook: Creating an Authentic Buyer Journey Across Sales, Marketing, and Customer Success”) Brent brings to the role more than a decade of experience as a revenue leader in enterprise to early-stage companies and ten years as a Ph.D. social scientist at Stanford and the RAND Corporation.   His clients have included Ascend Learning, Credo Reference, DealerRater, Lexmark, Mursion, Ready Education, True Fit, and Verisk Analytics. Brent and I will dive into the topic of authentic conversations: what they are, how to spot them, and how they differentiate a business. You will learn what authentic conversations