163. Why you need a Process for Sales, with Don Hicks

Full Funnel Freedom

In the complex world of enterprise and B2B sales, the importance of following a structured process cannot be overstated. Discovery, often underemphasized, plays a pivotal role in identifying not only the problems customers face but also the best solutions tailored to their needs. A disciplined approach to discovery helps sales professionals dig beyond surface-level concerns and better understand the true impact, economics, and urgency behind a prospect's problem. Without a solid framework, discovery quickly devolves into an interrogation, making it harder to build trust and uncover the real motivators behind a deal. Structuring discovery around a clear process allows sales leaders to forecast deals more accurately and optimize the path to closing with minimal friction.

Don Hicks brings over two decades of sales expertise to his role as the Area VP of Sales for Venture Employer Solutions. Before venturing into the world of sales, Don served eight years in the United States Marine Corps, where he earned the distinguished honor of Marine of the Year. Transitioning into sales, he started his career selling life insurance and mortgages, eventually moving into enterprise software and HR services. As a sales leader, Don focuses on coaching, training, and deal strategy, using his experience to guide his team of two leaders and 30 sales professionals toward consistent success. His superpower? Turning a deep understanding of discovery into a tool for sales excellence.

What you'll learn:

• Why is having a structured process for discovery essential in enterprise sales?
• What specific framework can sales leaders use to improve their team's discovery process and deal strategy?
• How does focusing on buyer problems over personal sales goals change the trajectory of a sale?

Resources:

• Buyer First: Grow Your Business with Collaborative Selling - by Carole Mahoney
• The JOLT Effect: How High Performers Overcome Customer Indecision - by Matthew Dixon, Ted McKenna

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