Ask the Right Questions, The Sales and Marketing Podcast

Ask the Right Questions, The Sales and Marketing Podcast

By Fab Calando & Paul Lafleur
Welcome to Ask the Right Questions, The Sales and Marketing Podcast with Paul Lafleur and Fab Calando!

This show is for B2B salespeople, marketers, executives and business owners who want to learn the real tactics and strategies that the best in the business are using to grow their businesses today. We share some behind the scenes experience, offer up exclusive conversations with world-class sales professionals, marketers and business owners -- and bring you real lessons from the people changing the game in current sales and marketing today.

Every great salesperson and marketer has a coach.
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How to Sell Anything on Value (Even a Low-Price Item)

Ask the Right Questions, The Sales and Marketing Podcast

How to Sell Anything on Value (Even a Low-Price Item)

Ask the Right Questions, The Sales and Marketing Podcast

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How to Use Your Sales Process Steps to Qualify Prospects
Properly qualifying and disqualifying prospects is a crucial part of sales success. You don't want to rely on a rep's emotions to disqualify a lead. You don't want a dead deal to stay in the pipeline "because they might close one day." Those behaviours falsify your projections and impact your business's bottom line. So how do you qualify a lead? You set up objective milestones in your sales process that your reps have to cross. In this episode, you'll learn How to set-up objective milestones What kind of milestones you need at different stages of your sales process What information marketing should aim to discover. And so much more... Enjoy the show!
16:28
February 17, 2020
How to Sell Anything on Value (Even a Low-Price Item)
In this episode, Paul and Fab discuss value selling. They took a low-price item with no apparent value to show you how to do it. Ultimately the value of a service (or product) is determined by how important what you sell is for a client. But selling on value isn't only a sales thing. Marketing plays a vital role too... Are your sales and marketing set-up to sell value?
20:02
February 12, 2020
The Two Types of Entrepreneurs
In this episode, Paul and Fab talk to Rob Geller, co-founder of Promenaid. Rob offers up a lot of advice to people just starting their business - from how to be a 🥇 seller on Amazon to the psychology of success. Enjoy the show!
55:50
February 5, 2020
How Soft Sales Skills Help You Be Remarkable
"At the end of the day people won't remember what you said or did, they will remember how you made them feel." * Most prospects won't remember ➕90% of what you say during a call... ... but when you're mindful and listen intently to what they are telling you, you'll have a great conversation with them. They'll feel comfortable enough to talk about their actual problems. After all the tricks, the tactics, the data, soft skills are what allow you to have the great conversations you need. Discover the soft sales skills that allow you to have great conversations. *Maya Angelou
10:54
January 28, 2020
How to Negotiate in Sales
In this episode, Paul and Fab talk about negotiation. Compromises are often a part of sales, but we show you how to reduce chances that you'll be that situation. But sometimes it's unavoidable, so we also show you how to negotiate. Enjoy! Don't forget to subscribe...
14:04
January 21, 2020
How to Improve Your Cold Calls
Do you need to up your cold calling game? This episode is for you. Believe it or not, cold calling is alive and well. It's not a failure to generate enough inbound leads; it's how most companies grow. When reps reach out to prospects, they encounter 3 scenarios: Easy calls - these are what sales dreams are made of. Reps land on someone who knows they have a problem, haven't solved it yet and are willing to speak with them to see if they can help Medium calls - the prospect isn't welcoming, but they aren't hostile either. They don't open up about their problems, but with a little persistence, reps can book a meeting. Difficult calls - these are the calls that make reps fear and avoid cold calls. Not every first conversation will turn into a discovery session, but everyone is a learning opportunity. In this episode, Paul coaches Fab through the three types of calls with a series of role-plays. As always, if you like what you hear, please take a few seconds to give us a ⭐⭐⭐⭐⭐ review!
28:09
January 8, 2020
How to Leverage Your Prospect's Emotions in Sales
"When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion." -- Dale Carnegie. Should salespeople leverage their prospects' underlying emotions? In short, yes. Buyers (even in B2B) buy on with emotion. How do you leverage emotions? By asking good and great questions. Early on, you need to identify with the client's emotions. Later, it would be best if you uncovered feelings. When salespeople ask the right questions, they understand what's essential for a client, and when something's important, you get emotional.  The biggest challenge to leveraging emotions?  When reps aren't comfortable asking questions, it's hard for them to uncover their client's feelings. Enjoy the episode! If you like what you heard, please take a few seconds to give us ⭐⭐⭐⭐⭐
14:25
December 19, 2019
How to Motivate Your Team
We misunderstand motivation. Especially entrepreneurs - they're usually motivated by building their business or what that business does for them. They can't understand why their team isn't as motivated as they are. The thing is, motivation comes from within. It's up to individuals and their managers to discover what long-term goals motivate us and what we can do to get there - not to find a motivational podcast or book. In today's episode, we explore how managers can motivate their salespeople and their marketing teams: How to help your organization determine what motivates them. What's the role of a sales commission in motivation. The role of company culture Did you like this episode? Please give us a ⭐⭐⭐⭐⭐
14:23
December 16, 2019
How Sports Can Help You Become a Better Entrepreneur w/ Lindsay Riddell
Lindsay's a motorsports fan. He participated for 20 years and still follows the sport actively. Thinking back, he shares how his passion for the sport helped groom his entrepreneurial abilities: The commitment to success and winning, The accountability, The value of teamwork, The need for success. How to reset each day. It's the same combination of striving for success, competitiveness and teamwork that allows for success in business. As usual, if you like what you hear, please, please, please leave us a ⭐⭐⭐⭐⭐ review!
07:13
December 11, 2019
How to Do Small Business Marketing w/ Lindsay Riddell
In today's episode, we continue our conversation with Lindsay Riddell. When you're a small business, marketing is a contradiction. On the one hand, budgets are limited, so there's constant pressure to use every cent wisely. On the other, ROI is difficult. You'll never be able to outspend the more prominent players in the space.  Today we talk about: The changing marketing landscape The ROI of marketing vs. branding  Why SMBs need to focus on branding Why patience matters in marketing How to use client events to generate content If you enjoyed this episode, please take a few moments to give us ⭐⭐⭐⭐⭐
12:03
December 10, 2019
How to Build a Business w/ Lindsay Riddell
Today we talk to Lindsay Riddell - President and Founder of Luminet. This conversation is the first of three and today we talk about why you should ignore what people say. Don't worry about new shiny tactics. Pounding the pavement and getting new business is all that matters.  We get very tactical: Why focusing on your customers is critical to business success. Tactical sales tips for entrepreneurs. The importance of patience. Why you dress in a way that makes you feel comfortable. A critical daily routine. You can find Lindsay on LinkedIn at: https://www.linkedin.com/in/lindsay-riddell/ And Luminet Solutions at: https://luminet.ca/ As usual, if you like what you hear, please take a few seconds to give us a ⭐⭐⭐⭐⭐
39:09
December 5, 2019
Why You Need Patience in Marketing
Patience is a critical success factor in sales and marketing. A lot of small and medium-sized businesses put themselves in a situation where there back is against the wall, and they need results fast. Unfortunately, that often leads to bad sales and marketing behaviour. In today's episode, we talk about: Why it's OK to start your sales process over Why the marketing around marketing tech is misleading How businesses start doing bad marketing Why marketing automation is dangerous Why marketing tools don't help What to do if you need to get new revenue quickly Are you enjoying the show? Please take a few minutes and give us a ⭐⭐⭐⭐⭐ review.
14:08
December 3, 2019
How SMBs Should Create Content
Good marketing takes time. There are some quick wins, but overall, you need to be patient. That means you have to start today.  When you're small, you're never going to compete against the big players with the big budgets, so forget about generating leads. Focus on building your brand instead (which, in turn, will help generate leads). And to build a brand, you need to create content. In this episode, we: Set expectations about the role of marketing Outline the three important elements to consider when creating content Share some tips on how to create content and set time aside in your busy calendar. Share tools to help create videos, articles and social posts Thanks for listening! If you like what you hear, please take a few seconds and give us ⭐⭐⭐⭐⭐
19:02
November 29, 2019
How to Ask Sales Questions
In sales, asking questions is everything. When you don't ask questions, you end up with a sort of idea of what you think the prospect wants, and you have an idea of what you think you want. Whether that's what the prospect wants is pure luck. A discovery session is about trying to find out what's important to that person, what the challenges are, why they want to fix them. You're trying to find out what is going to make them happy. Great questions help you decide how we're going to work together. Thanks for listening to this episode. If you like what you hear, please give us a ⭐⭐⭐⭐⭐
21:28
November 26, 2019
How to Quantify Your Prospect's Problem
Quantifying a problem - figuring out what your product or service is worth to your client is a significant part of knowing if you'll get the contract. Sometimes it's trickier than others, but ultimately everything had a value. You might not always be able to attach a dollar amount up-front to every problem, but you can work with the person in front of you to understand the impact of their current situation. Do you sell graphic design services? What's the impact of bad design? Do you sell accounting services? What's the impact of lousy bookkeeping? Do you sell branding services? What's the impact of not being known? Specifically, in this episode, we talk about: How do you know if a discovery call/meeting with a prospect went well How to deliver proposals How to quantify a prospect's problem Why quantifying a problem doesn't necessarily mean $ for $ The biggest blocker to quantifying a problem is telling instead of asking Like what you're hearing? Please take a few seconds to give us a ⭐⭐⭐⭐⭐ review!
18:28
November 20, 2019
Why You're Not Seeing Marketing Results
SMBs tend not to market where their clients are. They either make assumptions about what their audience does, or they mistake themselves for their audience. In this episode, Paul and Fab talk about: Why businesses don't want to market where their clients are, The ivory tower approach to marketing, Why people fail on social networks, Why you should often post on Facebook, Twitter and LinkedIn, How to have success on different social platforms, How social media platforms evolve. Knowing your corporate values.
13:38
November 13, 2019
Redefining the Sales and Marketing Funnel
The words we use to describe the people sales and marketing speak and engage with everyday dehumanize those we seek out. Not all software is flexible enough to accommodate a change in vocabulary. Still, it's time for you to scratch words like Suspect, Prospect, Lead, MQL and Opportunity from your sales and marketing vocabulary. In this short episode, we talk about: What you need to understand about all your leads, prospects and hot prospects The beauty of social media + sales Why change the way you refer to leads and prospects How simple words like lead or opportunity confuse salespeople and marketers Did you like this episode? Please, please, please take a few seconds to give us a ⭐⭐⭐⭐⭐
07:12
November 8, 2019
How to Transfer Leads to Sales
At some point, Marketing needs to transfer their leads over to the Sales Team. How much information needs to be collected before they're sent over? How much is too much? Do salespeople actually care about all the collected data? In this episode, we discuss what information Salespeople need when they get a new lead from Marketing. Specifically, we talk about: What a good salesperson should be able to do with every lead Is marketing spending too much money on collecting useless data? Timing is everything
15:48
November 6, 2019
How to do lead nurturing
Nurturing new leads that engage with your content helps your sales team speak with those who are most ready to buy. But lead nurturing isn't for everyone. If you don't generate enough leads, you don't need to nurture them. Think of a different approach instead: post-sales conversation nurturing for example. If you do generate enough leads, think about whether you should set-up sequences to increase lead scores or encourage leads to speak with a salesperson. The possibilities are endless - don't copy/paste whatever you find online. Think about what your business needs. In this episode, Paul and Fab talk about: What is lead nurturing (0:33) When to set-up a lead nurturing process (1:49) The benefit of lead nurturing (3:20) A trap digital marketers fall in (4:02) Different types of lead nurturing (4:41) How to do lead nurturing (8:01)
08:47
October 31, 2019
Why Cold Calling Is Important
Fab had a major epiphany!  He's a marketing person. The core of his career is email and social media, and he came to realize that... Cold calls > Cold emails Why Cold Calling Is Important? Live conversation encourage action. Emails aren't a conversational tool. LinkedIn Messages either. You send, you wait. When things slow down, it's easier for them to breakdown. Specifically in this episode, we talk about: Why cold calls are better than cold emails (0:53) The challenge with emails and LinkedIn Messages (1:52) The cold call's big opportunity (3:00) What you need to understand about emails (4:30) How to make cold calling a little easier if you're nervous (6:16) Enjoy and thanks for listening!  If you like what you hear, please give us a ⭐⭐⭐⭐⭐
07:58
October 30, 2019
When to disqualify a lead?
Disqualifying leads is difficult for both salespeople and marketers. There are leads who clearly don't qualify, but even when they're the right fit on paper, you sometimes need to walk away. People don't disqualify leads for a ton of reasons, but the two big ones are: Because they have bosses who prefer full pipelines than accurate pipelines Because they aren't asking the right questions, so they don't realize the fit isn't there. In this episode, Paul and Fab talk about: Why marketers don't disqualify leads (1:03) Why salespeople keep working bad leads (2:42) The other reason sales and marketing folks don't disqualify (9:13) Enjoy and thanks for listening! If you like what you hear, please give us a ⭐⭐⭐⭐⭐
13:47
October 23, 2019
What is Empathy in Marketing & Sales?
In this episode, Paul and Fab talk about empathy and how it affects the relationship with leads and clients, both on the sales and the marketing side. Specifically: Why most reps don't take the time to listen (1:00) Why features and benefits aren't the endpoints (3:31) What is empathy in sales and marketing (6:18) Why marketers have a hard time using empathy (7:33) One way to develop empathy in marketers (8:46) How to develop empathy in salespeople (11:56) How marketers should reframe their interactions with leads (13:06) Why salespeople and marketers are so afraid to disqualify bad leads (15:51) Enjoy and thanks for listening! If you like what you hear, please give us a ⭐⭐⭐⭐⭐
17:18
October 16, 2019
How to use cold emails when prospecting
In this episode, Fab tries to cold call a VP on the air. We also talk about gatekeepers, emails and their role when prospecting. How to get past gatekeepers (1:05) What to keep in mind when you're nervous making cold calls (2:25) Live cold call! (4:50) What type of voicemail to leave (6:16) What's the role of email when you're prospecting (8:07) What's the best time to make cold calls (9:59) What's the best time to send a cold email (10:11) Why cold calls are still better than cold emails (11:09) More on how to handle gatekeepers (16:15) The greatest danger with emails (18:35) How to manage @gmail addresses when you're a B2B marketer (22:57) If you're going to send a cold email, this is how to do it (25:19) Enjoy and thanks for listening! If you like what you hear, please give us a ⭐⭐⭐⭐⭐
29:44
October 10, 2019
How CRMs help in sales
CRMs! Wrong or incomplete data in the CRM impacts every facet of the business. It affects your ability to reach out to leads, nurture them, target them with ads. It also influences revenue prediction and pipeline analysis. Above all, CRM is a tool to help your salespeople. If salespeople aren't using the CRM, it's usually a sign that something else is wrong. In this episode we cover: How a marketing department should use the CRM (0:37)  Why CRMs aren't always good for salespeople (1:44) How can CRMs help salespeople (3:29) How to switch CRMs (5:41) What's the primary job of a CRM? (6:53) What happens when you pick the wrong CRM (10:57) Enjoy and thanks for listening! If you like what you hear, please give us a ⭐⭐⭐⭐⭐
13:21
October 10, 2019
How to create an elevator pitch
The elevator pitch is your opening statement. When you meet someone, and you want to tell them what you do, but you want to have it resonate with them - that's what we call the elevator pitch.  In this episode, we talk about: Why most elevator pitches fail (1:05) Why emotions are a critical component of elevator pitches (3:28) How to create your elevator pitch (6:48) What marketing should do with your elevator pitch (11:33)
19:15
October 10, 2019