Jeremie Cabling on A Good Salesperson

Sale (/sāl/): the exchange of a commodity for money; the action of selling something (Part II)

If you thought you were ready for last week’s sales expertise, you are definitely not ready for this week’s write up on what makes a good salesperson. What makes Jeremie Cabling such an incredible salesperson to me is, not only his ability to sell, but his adept ability at explaining what good selling is and what it looks like. If you want to read more about sales, make sure to tune in next week for Part III of Jeremie’s series, where he explains one of the most critical hurdles that every good sales person must overcome, how to combat the struggles of selling.

What are some characteristics that make a good sales person?

When hiring another sales representative Jeremie is looking for:

Effective Speech: His test is to ask candidates to explain a concept they know well to a 5 year old. If they can explain something to a 5 year old, they can communicate clearly — critical in persuasion.

Good Listener: In a sales conversation you should be doing 80% of the listening and 20% of the talking. People love buying, but hate being sold to. They have to convince themselves that they led themselves to the decision to buy or not. You must know what to listen for. Your job is to ask questions that lead the customer to that decision.

High Integrity: Someone who sees deals as the way to help the customer and their team is someone who will do well in the role. Sales is competitive internally, but you’ll want someone who will help sharpen their coworkers.

What is a good sales opener?

The best sales opener is an introduction from a friend or authority figure. People buy from who they like and respect.

If you can’t get a warm intro, this formula is the most effective I’ve used to start a completely cold conversation over email (21% reply rate vs the ~1% industry average).

Accusation audit + A question that triggers cognitive dissonance + Personalized offer + Call to Value

In English:

Accusation Audit: Label someone with something that you are certain that they identify with. When you acknowledge someone’s emotions, it validates those feelings.

A question that triggers cognitive dissonance: Ask a question that implies that their action/inaction is the contrary to the identity that you just labeled them.

Personalized offer: An offer that shows you didn’t just email them out of the blue. Give them a reason why you reached out, even if it doesn’t make sense. People care about they why.

Call to value: Clear benefit to the customer of continuing the conversation

Here is an example:

Hi {first name} — You stood out as a thought leader in SaaS sales on LinkedIn.

Have you considered sending your best customers gifts? You and 11 other sales leaders in New York City have access to the pilot of my service for sending personalized gifts, automatically. Is it a bad time to try it for free on {company’s best customer]?

Cognitive dissonance is Jeremie’s second most powerful persuasive weapon in sales. This email is meant to make this person question a gap in their sales process, while keeping them in control of the conversation. They should feel safe, but curious. They can trust you to an extent because it seems like you emailed them with a purpose. It’s strictly emotional.

What advice do you have for someone interested in getting into sales?

To get into sales, don’t apply to sales jobs, Jeremie says. Look at companies that you like and start-ups that interest you.

  1. Even email or call your would-be manager, sharing some form of value.
  2. Write a unique cold email that you would use if you worked there and share it… Share a lead with them… Share a relevant article or book summary… Offer to do lead generation free…etc
  3. Put yourself in a position that attracts job offers. While selling my company’s software, I received 6 competing offers by my prospects’ companies because they liked the way I shared value with them. No resume. No interview. Just value shared.

You can’t sell something effectively if you don’t like it. Don’t waste your time, your could-be employers’, and their customers’.


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