Communication is key. You’ve heard this phrase before, but how does it apply to sales? Hopefully, at this point, you know from experience that selling is about more than just being an outgoing person with a great smile. If you want to be great at sales, you have to offer more to your customer. In this episode, your host Donald Kelly has a conversation with Craig Colby, the co-founder and president of OneStream Software. Colby brings his experience and dedication to the table to show us how clearly setting expectations can lead to strong, long-term relationships with customers. Why Should We Set Expectations? Your prospect might be jaded. Have you ever wondered why your customers seem defensive as soon as you start your pitch? They’ve probably had other businesses overpromise and underdeliver, and they don’t want it to happen again. Your customer is looking for a trusted expert. You’ve put in the work to learn what your product can do, and what it can’t. Your customer hasn’t. It’s the salesperson’s responsibility to help their customer understand the capabilities AND the limitations of their product so the customer can act in their own best interest. Your reputation is forever. If you promise outcomes your product can’t deliver, your customers will remember that, and they’ll spread the word. Build long-term relationships with prospects by acting with integrity and empathy for their situation. That’s what will end up setting you apart. How Do You Start Saying “No”? If you can tell your product isn’t right for a customer, you can say “no” while still educating them. Give an explanation for why it’s not a good fit, or the conditions under which your product might become a better fit in the future Let go of people-pleasing. Part of the learning curve in sales is understanding that you won’t be able to help everyone – you should try to support your customers, but only in a way that makes sense for you and your product When your customers ask you a question about your product’s capabilities, it’s okay to say “I don’t know,” and to bring someone more knowledgeable into the conversation. Your honesty will build your credibility and trust with your customer “If you’re a sales professional, and you’re newer, or you’re a little more mature, or you’re super mature in...

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