032 David Bonney - Buyer-Centric Selling & Building a Winning Culture

David Bonney is the CEO and Founder of the world’s first SaaS platform specifically designed for Sales Trainers, FourtyFive.io. David has been focused on sales execution and process for fifteen years. That focus has spanned the entire Revenue Operations Lifecycle and has allowed him to create a powerful yet unique sales platform that helps companies with a proven sales process drastically improve execution and ultimately conversion.

Today, David joins the show to discuss buyer-centric selling, guided-selling technology, and breaks down the three phases of every sales process.

Episode Sponsor

Small Fish, Big Pond – https://smallfishbigpond.com/ Use the promo code ‘SaaSFuel’

Champion Leadership Group – https://championleadership.com/

Key Takeaways

04:13 – Jeff introduces today’s guest, David Bonney, who joins the show to explain buyer-centric playbooks, the evolution of Sales, and guided-selling technology

11:58 – Best practices for getting sales reps to follow a structured process

16:25 – What David focuses on when looking to improve low-performing reps

18:55 – Creating a winning culture and how leaders can inspire team members to want to win

23:33 – Jeff takes a moment to thank one of today’s sponsor, Champion Leadership Group

24:05 – Common mistakes companies make and how to avoid them

29:49 – The three phases of every sales process

35:31 – David talks about his book, Buyer-Centric Selling

39:14 – Where listeners can go to connect with David and learn more about FourtyFive.io

Tweetable Quotes

“That’s how we’ve gotten to this place of FourtyFive.io where we take buyer-centric sales playbooks and put them into guided selling technology to create consistent execution, high- quality execution by sales reps, extraordinary prospect experiences or buyer experiences that drive up conversion for your top performing reps all the way down to your lowest performing reps.” (05:36) (David)

“When you can install that guided-selling technology, you get more consistent execution by your reps and you create a more elegant and more sophisticated experience for the prospect so that they can be clearer on what we call their ‘action plan.’ or their narrative. And through that clarity, they’re more likely to take action.” (08:50) (David)

“The most effective and powerful way for companies to improve their sales results is not to go find more rainmakers. The fastest way to do it is to raise the floor. If you can improve the performance of your bottom third reps, ultimately what that does is that pushes up your middle tier and your top tier. And that’s where the whole side of your performance gets a massive improvement.” (15:24) (David)

“The thing that I would just continue to implore is how do we start to move from being seller-centric or about us, and start to be more focused on our buyers and what they’re looking for?” (25:16) (David)

“In the absence of information, your prospects will make up their own. So, if you don’t tell them how you’re going to deliver, somebody else in the company might make up some information on how you’re potentially gonna do that that won’t work for them, and the deal will unnecessarily get sabotaged.” (33:31) (David)

“That’s really what buyer-centric selling is all about. Make your buyer the star of the show. Ensure that they’re clear on why they need to take action, what problems they need to solve, what outcomes they can expect. And then ultimately, how your solution can solve their problems.” (36:58) (David)