Latest / What is Business Development? / Episode 153: “Sales Without Being Pushy” with Laura Cohn

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Episode 153: “Sales Without Being Pushy” with Laura Cohn · What is Business Development?

• 0:04
  Speaker 1: Welcome to the Business Development Podcast, brought to you by
• 0:07
  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
• 0:12
  Speaker 1: to boost your career and corporate growth.
• 0:23
  Speaker 2: Hello, BD pros, and welcome to the Global Business Development
• 0:27
  Speaker 2: Association podcast, And we're with our guest author today, Laura Cohn.
• 0:33
  Speaker 2: And today we're going to talk about a big challenge.
• 0:36
  Speaker 2: Some of you listening to this probably have this same challenge.
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  Speaker 3: And here it is.
• 0:42
  Speaker 2: No matter how good you are at what you do,
• 0:45
  Speaker 2: people need to know about your business before they can
• 0:48
  Speaker 2: become your customers. If traditional sales training feels uncomfortable, which
• 0:53
  Speaker 2: it probably does, if it feels scripted, manipulative, you're probably
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  Speaker 2: not alone. And today we're going to talk about Laura's
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  Speaker 2: new book, Sales Without Being Pushy. And that takes a
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  Speaker 2: very different approach. But before we get to Laura's approach,
• 1:11
  Speaker 2: we're going to talk about this approach. It's the business
• 1:14
  Speaker 2: development body of knowledge. You've listened to the show before.
• 1:17
  Speaker 2: You've heard me talk about it. This is the universal
• 1:19
  Speaker 2: guide to our profession. When you read the book, you
• 1:22
  Speaker 2: can then go to our website at gbdassociation.org. And you
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  Speaker 2: can learn more about how you can get your business
• 1:32
  Speaker 2: development professional certification. Okay, so let me tell you a
• 1:37
  Speaker 2: little bit about Laura's book. It's called Sales Without Being Pushy.
• 1:43
  Speaker 2: And for 14 years and more, Laura has worked in
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  Speaker 2: internet marketing sales and strategy, helping B2B and B2C businesses
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  Speaker 2: grow through stronger positioning, more effective messaging, and marketing strategies
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  Speaker 2: that create meaningful customer experiences. And she's done that through
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  Speaker 2: more than 50,000 sales conversations and thousands of business owners.
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  Speaker 2: Now this book, this book will help you write a
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  Speaker 2: simple sales system that actually you can use without feeling
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  Speaker 2: pushy or salesy or even fake. You know, most service
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  Speaker 2: professionals and small business owners didn't start their businesses because
• 2:25
  Speaker 2: they wanted to become salespeople. And a lot of you
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  Speaker 2: listening to this, you know, you started because you were
• 2:32
  Speaker 2: good at what you do. A lot of people go
• 2:34
  Speaker 2: into the business development professional from program management roles, just
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  Speaker 2: like I did. And you weren't taught how to be
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  Speaker 2: a business developer, and you certainly don't want to be pushy.
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  Speaker 2: And so that's where this book can really help folks.
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  Speaker 2: folks that care about helping people and really want to
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  Speaker 2: make a difference. So it's great to have on our
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  Speaker 2: show today somebody who's making a difference in our profession,
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  Speaker 2: Laura Cohn.
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  Speaker 3: Laura, welcome to the show.
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  Speaker 4: Thank you so much, Tony. It's great to be here. Hi, everybody.
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  Speaker 2: Yeah, it's great to have you here, Laura. Now, let
• 3:09
  Speaker 2: me ask you the same question I ask every author
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  Speaker 2: who comes on this show. How did you get into
• 3:13
  Speaker 2: business development and why did you write the book?
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  Speaker 4: Well, I was looking for a writing job, actually. My
• 3:19
  Speaker 4: husband knows I like writing. He said, look for a
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  Speaker 4: writing job. And an internet marketing company put an ad
• 3:25
  Speaker 4: out looking for people who could write emails and talk
• 3:27
  Speaker 4: on the phone. And I thought, well, those are two
• 3:29
  Speaker 4: of my favorite things. So I applied and I got
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  Speaker 4: the job. And I started as a project manager. And
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  Speaker 4: then they quickly moved me up into sales because I
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  Speaker 4: was helping people get things they needed and making more money.
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  Speaker 4: So they were really happy about that. I wrote the book.
• 3:46
  Speaker 4: I joined a networking group and I volunteered to give
• 3:50
  Speaker 4: a talk on local SEO because I sold it for
• 3:52
  Speaker 4: so long and I know a lot about it. And
• 3:54
  Speaker 4: they came back to me and they said, would you
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  Speaker 4: do a talk on sales without being pushy? And I said, sure,
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  Speaker 4: I'll do that. And my sales approach didn't really come
• 4:02
  Speaker 4: from sales training. I didn't know sales was much of
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  Speaker 4: a thing. It was more from my life experiences and
• 4:07
  Speaker 4: things that I do. And those are all in the workbook.
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  Speaker 4: And as I was looking at these slides that I
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  Speaker 4: was preparing, I got this idea, hey, this could help
• 4:14
  Speaker 4: other people. And I thought, well, that's an idea. How
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  Speaker 4: could I make it help other people? And then the
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  Speaker 4: idea of the workbook came along, and then it kind
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  Speaker 4: of grew from there, and then it got published. That's great.
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  Speaker 2: And you are officially the first author of a workbook
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  Speaker 2: on this podcast. So I like that because the format
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  Speaker 2: is more tactically oriented. And for folks that love to
• 4:38
  Speaker 2: listen to this show, they know that we always like
• 4:41
  Speaker 2: to talk about the top three tactical takeaways of from
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  Speaker 2: the book author. So I'm really excited about jumping into
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  Speaker 2: this format with you.
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  Speaker 3: And again, folks, if.
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  Speaker 2: You're just queuing into the show, we're talking with Laura Cohn,
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  Speaker 2: the author of Sales Without Being Pushy. So Laura, let's
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  Speaker 2: talk about the first tactical takeaway, the number one tactic
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  Speaker 2: from your book.
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  Speaker 4: What is it? So the first section starts out talking
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  Speaker 4: about objections. And I think that's something that really makes
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  Speaker 4: people's hearts sink when they're in sales. And so it's
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  Speaker 4: understanding why do people have objections? And it's the same
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  Speaker 4: reason why people buy. It's trust and value and timing.
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  Speaker 4: Do they trust you? Are they seeing value in what
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  Speaker 4: you're offering? And is it the right time for them
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  Speaker 4: to buy it? And so when you understand who you're
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  Speaker 4: selling to, why they need what you're really offering them
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  Speaker 4: and when they need to buy it, you're in a
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  Speaker 4: much better position to position, well, position twice, but you're
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  Speaker 4: really in a better position to put yourself in front
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  Speaker 4: of them in a way that makes them want to
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  Speaker 4: buy from you because you're understanding their situation and they
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  Speaker 4: can see that you know what you're talking about. And
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  Speaker 4: if you go to Amazon to the book, they have
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  Speaker 4: a read sample section where you can go through the
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  Speaker 4: first 10 pages of the workbook and you can read
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  Speaker 4: through that section and actually do those exercises for the
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  Speaker 4: trust and value and timing so that's really a good
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  Speaker 4: thing to do.
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  Speaker 2: Yeah and folks listening to this you know i always
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  Speaker 2: love to ask the authors their their top three takeaways
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  Speaker 2: and what's working out great when laura and i were
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  Speaker 2: talking in the green room before the podcast and she
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  Speaker 2: says oh the first top three takeaways those are the
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  Speaker 2: first three chapters of the book and so i think
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  Speaker 2: in on amazon you could read those first three chapters
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  Speaker 2: for free right laura Well.
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  Speaker 4: It's the first two chapters that you get to read
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  Speaker 4: and the first exercises. And then that'll give you enough
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  Speaker 4: of an understanding if this is going to be the
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  Speaker 4: right thing for you or not, because everybody has their
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  Speaker 4: own style of how they want to do things. And
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  Speaker 4: the workbook is designed to make it so your sales
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  Speaker 4: approach is your style. It's who you are and how
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  Speaker 4: you want to be when you're working with people and
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  Speaker 4: doing what you're doing. So that way you can try
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  Speaker 4: it out before you actually buy it.
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  Speaker 2: Yeah, well, nobody likes a pushy business developer or a
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  Speaker 2: book author. And you're actually living what you preach because
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  Speaker 2: you're actually providing value up front so that you can
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  Speaker 2: build trust with your readers. They can get a free
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  Speaker 2: sample of tactic number one, which happens to be chapter
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  Speaker 2: number one of Laura's book. And you could go right
• 7:13
  Speaker 2: on Amazon, get access to it and try it out
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  Speaker 2: for yourself and actually implement tactic number one. And I
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  Speaker 2: like how you start with the foundation of trust. Laura,
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  Speaker 2: and that's where we start in the business development body
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  Speaker 2: of knowledge. We start with a whole section on trust
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  Speaker 2: because the first principle of our profession in business development
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  Speaker 2: is built on trust. So I love the fact that
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  Speaker 2: your book, Sales Without Being Pushy, starts with that same
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  Speaker 2: fundamental first principle that guides all of us in our profession.
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  Speaker 2: And so kudos to you for doing that. And really,
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  Speaker 2: that's the foundational first chapter of And you're doing that
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  Speaker 2: in the context of understanding your customers, who they are
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  Speaker 2: and what they want to be able to accomplish. And
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  Speaker 2: there's actual science in understanding trust. And it's a brain
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  Speaker 2: chemical cocktail that's all triggered by three activities. One is
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  Speaker 2: understanding purpose, empathy, and delivering with truth. And all three of.
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  Speaker 3: Those really, really help build trust.
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  Speaker 2: And that's interesting how you start with, understanding your audience,
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  Speaker 2: your customers, where do they want to get to? Because
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  Speaker 2: you instantly come across as pushy if you show up
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  Speaker 2: and you're just plowing through your own agenda and you're
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  Speaker 2: not even addressing the needs of your prospect, right? Yeah.
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  Speaker 4: And what's interesting is that the reasons why people buy
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  Speaker 4: is the same reasons why people don't buy. If they
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  Speaker 4: don't trust you, they don't see the value. And if
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  Speaker 4: the timing's not right, they're not going to give you
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  Speaker 4: any money.
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  Speaker 2: Yeah. And I think, you know, you hear this kind
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  Speaker 2: of phrase of people only buy from people they know, like,
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  Speaker 2: and trust. I think, unfortunately, people index too much on
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  Speaker 2: the like part. They focus too much on the like part,
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  Speaker 2: you know, building rapport and things like that. And, you know,
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  Speaker 2: what people would characterize as quote unquote schmoozing. But that's
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  Speaker 2: not business development. As you say, it is about delivering value.
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  Speaker 2: And then in so doing, truthfully delivering that value, you're
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  Speaker 2: building the trust, right? Yeah.
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  Speaker 4: Well, and also when you're explaining things, you know, right
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  Speaker 4: now a lot of people use video. So if you
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  Speaker 4: have a business and you're showing people how you're making things,
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  Speaker 4: they see the care that's going into it. They see
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  Speaker 4: how things are put together, what you're doing. They see
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  Speaker 4: the value in that. They're going to want to work
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  Speaker 4: with you because they see how you're working. And it's
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  Speaker 4: more than just, well, we do good work. Well, what
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  Speaker 4: does that mean? and understanding what the customer is really
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  Speaker 4: looking at. And there's a lot more research that people
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  Speaker 4: are doing now with AI and access to resources information.
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  Speaker 4: So they're just very information with you. They're just making
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  Speaker 4: sure that you're putting together all the things that they
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  Speaker 4: learned already. So they're not relying on you so much
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  Speaker 4: for the information. They want to make sure that you
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  Speaker 4: really are the person who knows what they're doing. Yeah.
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  Speaker 2: And understanding how you go about your work, I think
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  Speaker 2: is pretty important. Like you said, the videos that kind
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  Speaker 2: of show the behind the scenes of how things are
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  Speaker 2: produced and the care and effort that you put into
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  Speaker 2: them is powerful.
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  Speaker 3: What would you say to folks that are.
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  Speaker 2: In the professional services industries where you can't really see
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  Speaker 2: what goes on behind the scenes per se? Would you
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  Speaker 2: advocate for them having maybe a podcast or something where
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  Speaker 2: they're talking about stories as opposed to something like a
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  Speaker 2: manufacturing business that can actually show the production line?
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  Speaker 4: There are a couple of things. A podcast is great
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  Speaker 4: when you can get on, you can talk to people
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  Speaker 4: about what things you're doing. You can do before and
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  Speaker 4: after pictures, and that's always really nice. You can do
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  Speaker 4: really nice articles. You can write blogs and explain things
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  Speaker 4: to people and provide the information that people are asking
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  Speaker 4: questions about. When you're a source of knowledge, then people
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  Speaker 4: are going to be trusting you because they learned from you. Yeah, yeah.
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  Speaker 2: Let me add one thing to that list that you
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  Speaker 2: just gave. You could also write a book. And if
• 11:15
  Speaker 2: you're interested in reading a really good book about this process,
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  Speaker 2: you can check out Laura's book.
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  Speaker 3: It's Sales Without Being Pushy.
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  Speaker 2: Okay, Laura, let's jump into tactic number two, which just
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  Speaker 2: happens to be chapter number two from your book.
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  Speaker 3: So what's that?
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  Speaker 4: It's about your sales process. Have one. If you don't
• 11:35
  Speaker 4: and review your sales process, you want to make sure
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  Speaker 4: that you have a consistent way of showing people who
• 11:42
  Speaker 4: you are and what you do. You want to always
• 11:44
  Speaker 4: be consistent in your customer experience. And so you want
• 11:48
  Speaker 4: to know how you're going to start talking to someone.
• 11:53
  Speaker 4: If it's going to be a phone call, if their
• 11:55
  Speaker 4: first introduction to you is responding with an email, you
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  Speaker 4: want to make sure that you have the same routine
• 12:01
  Speaker 4: over and over again. And there are a few reasons why.
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  Speaker 4: It's very, very easy to know where you're going in
• 12:06
  Speaker 4: a conversation when it's laid out to you. You don't
• 12:09
  Speaker 4: have to try to guess or figure out. And if
• 12:11
  Speaker 4: you have someone you're talking to go off into a tangent,
• 12:15
  Speaker 4: it's very easy with one question to get them back
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  Speaker 4: where you need to be. You're never going to be lost.
• 12:20
  Speaker 4: And you're always going to be able to bring things
• 12:22
  Speaker 4: back to, okay, so now we understand what you need.
• 12:25
  Speaker 4: Now we understand what we can provide that will help
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  Speaker 4: you with what you need. Let's talk about your budget.
• 12:31
  Speaker 4: Let's talk about what we need to how to make
• 12:33
  Speaker 4: this work. And then it's not, Hey, buy from me.
• 12:37
  Speaker 4: It's more of, all right, let's find the best solution.
• 12:40
  Speaker 4: And there were times when I was selling where I
• 12:43
  Speaker 4: wasn't trying to get someone to buy anything from me
• 12:45
  Speaker 4: because it wasn't going to work. And so when you
• 12:49
  Speaker 4: take the time through a sales process and it's a
• 12:52
  Speaker 4: step-by-step thing, it works really well. And I got this
• 12:56
  Speaker 4: from flying airplanes because when, I flew airplanes when I
• 13:01
  Speaker 4: was younger, and this is in the workbook. We had
• 13:04
  Speaker 4: checklists and we had procedures. And that was what kept
• 13:07
  Speaker 4: you safe. And that's what kept you flying. That's when
• 13:11
  Speaker 4: you knew you had gas in the tank. That's when
• 13:13
  Speaker 4: you knew that the wheels were okay before you even
• 13:15
  Speaker 4: got in. You knew where you were going before you
• 13:17
  Speaker 4: took off. And so applying those kinds of principles to
• 13:21
  Speaker 4: what you're doing in a sales call gives you a
• 13:23
  Speaker 4: lot of comfort because you're not wondering what you're doing.
• 13:27
  Speaker 4: You know exactly what you're doing and why. Yeah.
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  Speaker 2: Well, we had those when I was in the Navy
• 13:32
  Speaker 2: as well in engineering, and we would routinely practice engineering
• 13:38
  Speaker 2: plant casualties. And we would have essentially the same checkbooks
• 13:44
  Speaker 2: that you had, checkoff books or check sheets that we
• 13:47
  Speaker 2: would use.
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  Speaker 3: That are standard procedures.
• 13:50
  Speaker 2: And when the adrenaline starts pumping, your brain has a
• 13:55
  Speaker 2: very hard time focusing and remembering key elements. And so, yes,
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  Speaker 2: it's great to memorize things. Some folks may think they
• 14:05
  Speaker 2: could go into a discussion with a prospect and just
• 14:08
  Speaker 2: kind of wing it, but that's not the way you
• 14:12
  Speaker 2: can survive when things go sideways. And so it's good
• 14:17
  Speaker 2: to have these checklists to kind of take you through
• 14:19
  Speaker 2: those points when your adrenaline's pumping and you can't quite focus.
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  Speaker 2: And then you can get back to those anchors that
• 14:25
  Speaker 2: help you get back on track. Get back to the
• 14:30
  Speaker 2: level and then also help kind of determine where are
• 14:35
  Speaker 2: we going from here? You know, let me let me
• 14:37
  Speaker 2: understand what my my next steps are. And as you said,
• 14:40
  Speaker 2: I like what you said, too, about sometimes there is
• 14:43
  Speaker 2: no next step. Sometimes you're just not the right product
• 14:48
  Speaker 2: for your prospect. And you should just stop right there
• 14:51
  Speaker 2: because you've done all the thinking beforehand. You know that
• 14:55
  Speaker 2: if you've got to this point, it's a no go
• 14:57
  Speaker 2: moving forward. And I think that's a trust building element
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  Speaker 2: too for your prospects.
• 15:02
  Speaker 3: Because they see that. They see the truth of you saying,
• 15:06
  Speaker 3: you know what?
• 15:07
  Speaker 2: This isn't going to work. It's nothing against you. It's
• 15:11
  Speaker 2: just I have to tell you the truth. We can't
• 15:13
  Speaker 2: go anywhere from here. But let me help you out.
• 15:15
  Speaker 3: Maybe I can refer you to somebody else or whatnot, right?
• 15:19
  Speaker 2: Yes.
• 15:19
  Speaker 4: And that actually happened to me with a guy and
• 15:23
  Speaker 4: he was looking at SEO and it wasn't going to
• 15:25
  Speaker 4: be good. He had a rental condo for vacations. And
• 15:30
  Speaker 4: the amount it would cost to try to get rankings
• 15:32
  Speaker 4: would have taken his entire profit from his condo. And
• 15:35
  Speaker 4: I was honest with him. And he said, you know,
• 15:37
  Speaker 4: I really agree with you after he thought about it.
• 15:39
  Speaker 4: And he came back and he said, but I work
• 15:41
  Speaker 4: for a company that needs a website and Google ads
• 15:44
  Speaker 4: and social media and local and SEO. So can I
• 15:47
  Speaker 4: have you talk to the owner of the company? And
• 15:49
  Speaker 4: I got a really big deal out of it because
• 15:51
  Speaker 4: I was honest with him. So you never know when
• 15:54
  Speaker 4: you're telling someone the truth. how that's going to come
• 15:57
  Speaker 4: back for you. And your point about winging it, I
• 16:00
  Speaker 4: had plenty of sales reps that I worked with, some
• 16:03
  Speaker 4: that I managed, where they like to wing it. And
• 16:06
  Speaker 4: winging it, you can get away with when everything is good.
• 16:09
  Speaker 4: But like what you said, if your adrenaline's going or
• 16:11
  Speaker 4: something happens, that's where you need the process. It's when
• 16:14
  Speaker 4: things aren't going well that the process saves you even more.
• 16:18
  Speaker 4: And when you have the practice, it's just easier. Yeah,
• 16:22
  Speaker 4: it is. It is.
• 16:23
  Speaker 2: Okay, Laura, let's bring this plane in for a landing
• 16:27
  Speaker 2: here on the final key tactic or takeaway from your book. Again, folks,
• 16:32
  Speaker 2: it's Sales Without Being Pushy. That's the name of Laura's book.
• 16:35
  Speaker 2: It's available on Amazon. Okay, Laura, what is number three?
• 16:40
  Speaker 4: So the third section is really getting clear on your
• 16:43
  Speaker 4: core values and your mission statement. And that is something
• 16:47
  Speaker 4: I looked at a lot of websites when I was
• 16:49
  Speaker 4: doing internet marketing sales. And one thing that I saw
• 16:52
  Speaker 4: as a common thread is that really, really successful businesses
• 16:56
  Speaker 4: all had their mission statement and their core values clearly
• 16:59
  Speaker 4: displayed on their website. And it was a guidepost for
• 17:02
  Speaker 4: them because when you have a mission statement, you know
• 17:05
  Speaker 4: what you're doing and why. And what happened as a
• 17:08
  Speaker 4: result of doing this workbook is I had to work
• 17:10
  Speaker 4: on my mission statement a little more. And mine is
• 17:13
  Speaker 4: to make sales and marketing more enjoyable for service professionals
• 17:16
  Speaker 4: and small business owners. And, Now I can use that
• 17:20
  Speaker 4: in a networking meeting and people won't think I'm pushy
• 17:23
  Speaker 4: because I'm just telling people the result of what I'm
• 17:26
  Speaker 4: able to do. And because I'm clear on that, I
• 17:29
  Speaker 4: know who I'm talking to and why. And I don't
• 17:32
  Speaker 4: try to go out of my lane because that doesn't work.
• 17:38
  Speaker 4: It helps to define who you're serving and it helps
• 17:40
  Speaker 4: people understand whether or not they're the right fit for you.
• 17:44
  Speaker 4: So you want to have that. And your core values
• 17:46
  Speaker 4: are also really important for people to connect with you
• 17:49
  Speaker 4: on because that's going to build trust.
• 17:53
  Speaker 2: Yeah, I like how it's kind of a full circle
• 17:55
  Speaker 2: from tactic number one to tactic number three. They kind
• 17:58
  Speaker 2: of feed each other. Yes, you should understand who your
• 18:01
  Speaker 2: prospects are. But a big part of that is kind
• 18:04
  Speaker 2: of this effort of understanding your processes and then kind
• 18:09
  Speaker 2: of feeding into it. with what is your purpose and
• 18:13
  Speaker 2: your core values, and those kind of then also help
• 18:16
  Speaker 2: you refine who your prospects are over time. I tell you,
• 18:21
  Speaker 2: I have a bone to pick, a bone of contention
• 18:24
  Speaker 2: when it comes to some of the mission statements and
• 18:26
  Speaker 2: core values I see on websites, because you read them
• 18:28
  Speaker 2: and you look at them and you think, I have
• 18:31
  Speaker 2: no idea what that means. They're either long-winded or just
• 18:36
  Speaker 2: these lofty things. What kind of advice can you give
• 18:38
  Speaker 2: to folks to really create effective mission statements and core values?
• 18:45
  Speaker 4: So the core values, you want to write everything that
• 18:49
  Speaker 4: you can, get it all out. And then it's going
• 18:52
  Speaker 4: to be blah, blah, blah, blah, blah. Cause that's what
• 18:54
  Speaker 4: I had. And then I went to chat GPT and
• 18:56
  Speaker 4: I said, okay, give me the most successful companies and
• 19:00
  Speaker 4: what are their mission statements? They were one sentence. Patagonia
• 19:04
  Speaker 4: was make the world a better place. And if you
• 19:06
  Speaker 4: look at these, it's one thing that you can say.
• 19:09
  Speaker 4: And so when you have everything written down, if you
• 19:12
  Speaker 4: don't know how to bring it down into one statement,
• 19:15
  Speaker 4: give it to an AI thing and say, make this
• 19:17
  Speaker 4: a one statement mission statement for me and make it
• 19:20
  Speaker 4: connect with my target audience. So your mission statement should
• 19:24
  Speaker 4: explain what you do as a result. So for me,
• 19:27
  Speaker 4: it's making sales and marketing more enjoyable. Who am I
• 19:30
  Speaker 4: doing that for? Service professionals and small business owners. You
• 19:34
  Speaker 4: keep it really simple. If you look at my core values,
• 19:36
  Speaker 4: there's God, there's family, there's work, and there's three words
• 19:41
  Speaker 4: after each one of them because I wanted to keep
• 19:44
  Speaker 4: it very simple. And people can relate to that.
• 19:49
  Speaker 2: Yeah.
• 19:49
  Speaker 3: And they know what your priorities are.
• 19:51
  Speaker 2: And not only that, those are good rapport building opportunities
• 19:54
  Speaker 2: for people to kind of understand who you are, what's
• 19:56
  Speaker 2: important for you in your life.
• 19:57
  Speaker 3: And yeah, I like that. I really like that.
• 20:01
  Speaker 2: Okay, Laura, let me, if I may, just kind of
• 20:05
  Speaker 2: summarize the top three takeaways from your book. And that
• 20:11
  Speaker 2: the name of the book, folks, again, it's called Sales
• 20:13
  Speaker 2: Without Being Pushy from Laura Cohn. And so Laura, let
• 20:17
  Speaker 2: me start off with summarize tactic number one. The first
• 20:20
  Speaker 2: thing is understand who your prospects are. Really understand what
• 20:24
  Speaker 2: drives them. What's their purpose?
• 20:27
  Speaker 3: What do they need?
• 20:29
  Speaker 2: Understanding how you can deliver value to them. What do
• 20:31
  Speaker 2: they find is valuable? The second key takeaway we talked
• 20:35
  Speaker 2: about was building a process. Those processes are are great
• 20:38
  Speaker 2: because they help you prepare, but also in a very
• 20:42
  Speaker 2: difficult time of need, those will be the things that
• 20:45
  Speaker 2: help guide you right back to a level playing field
• 20:50
  Speaker 2: and an understanding of where you can go to next.
• 20:52
  Speaker 2: And then finally, it's kind of this full circle where
• 20:56
  Speaker 2: you start off with your purpose, your core values, and
• 21:01
  Speaker 2: those then help inform right back to tactic number one,
• 21:06
  Speaker 2: how you're going to approach these prospects. So understanding your prospect,
• 21:11
  Speaker 2: building those processes and understanding your own purpose, your mission,
• 21:15
  Speaker 2: your core values in life.
• 21:17
  Speaker 3: Laura, did I miss anything? Anything you'd like to add?
• 21:19
  Speaker 4: I would say for somebody who doesn't feel comfortable selling,
• 21:26
  Speaker 4: you can do it comfortably and be yourself. And the
• 21:30
  Speaker 4: workbook will help you sit down and look at things
• 21:33
  Speaker 4: so you can understand what your customers are thinking and
• 21:36
  Speaker 4: and how you need to approach them for you being yourself.
• 21:39
  Speaker 4: And it makes it very easy to do and you
• 21:43
  Speaker 4: can have fun with it.
• 21:45
  Speaker 2: Yeah.
• 21:46
  Speaker 4: Yeah.
• 21:46
  Speaker 2: Well, for folks who have listened to this show, you're
• 21:48
  Speaker 2: speaking music to our ears because, um, sales is selling
• 21:53
  Speaker 2: business development is giving, and you've given us so much
• 21:57
  Speaker 2: to work with here, Laura, how can folks connect with you,
• 22:02
  Speaker 2: follow your work and get access to your book again?
• 22:06
  Speaker 4: The book is on Amazon. You can look for sales
• 22:09
  Speaker 4: without being pushy. You can put my name down on
• 22:11
  Speaker 4: there if you want to. You can go to my website, 416sales. com
• 22:15
  Speaker 4: or email me at laura at 416sales. com. And my social
• 22:21
  Speaker 4: media is on there. I've got blogs with different articles
• 22:24
  Speaker 4: about different subjects and you can learn what you want
• 22:27
  Speaker 4: to learn. All right.
• 22:29
  Speaker 2: Well, we learned a lot from you today. Thank you
• 22:31
  Speaker 2: so much for everything you've done in giving to the
• 22:34
  Speaker 2: business development profession, Laura. And folks, again, grab yourself a
• 22:38
  Speaker 2: copy of Sales Without Being Pushy by Laura Cohen.
• 22:42
  Speaker 3: Laura, thank you for joining us on the show today.
• 22:45
  Speaker 4: Thank you so much. It's really been a pleasure.
• 22:49
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• 22:54
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• 23:02
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