Live from the OutBound Conference … it’s Sales Logic Podcast!

Meridith and Mark share the insights they took away from this year’s OutBound Conference.

John asks: “What other marketing questions were top of mind?’

Book recommendation: Eat Their Lunch by: Anthony Iannarino

Lightning round: Top things we learned from OutBound.

Get your tickets for OutBound 2022 at outboundconference.com/home22/

Submit your questions at #SalesLogic or through saleslogicpodcast.com

To view the transcript:

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Meridith Elliott Powell
Hey, this is Meredith Elliott Powell and yes, it is Saturday morning, a little later, which is my fault. We'll talk about that in a moment. But welcome to Sales Logic, the show where we dive into the strategies, discuss the steps, everything that you need to know to sell more effectively and more efficiently. I'm here with my co-host, one tired guy, because he has worked his tail off for the last few days. Welcome back.

Mark Hunter
Well, hey, thank you. And tired because we are both back from Outbound. Of course, I was there for six days. You were there? I don't know. I know, but yeah, four days. It is a mind blowing event, so I guess that's what I'm going to be talking about. So why don't we go and roll the video and get into the show? How's that sound?

Meridith Elliott Powell
Let's pop in

Mark Hunter
prospect with integrity.

Mark Hunter
We will get customers who have integrity. Integrity is the foundation from which everything is built on.

Meridith Elliott Powell
understand about.

Meridith Elliott Powell
But at the end of the day. Is a relationship.

Is a people business.

Mark Hunter
This is Sales logic.

Meridith Elliott Powell
Yes, it is a sales logic podcast every week, Mark and I come to you on Saturday mornings and we talk about really some powerful things you need to know about sales. Mark, I want to dive into today's topics, so I'm just going to do a really quick rundown of how the show works. And then you can kind of guide us through what's on the what's on the table today. But every week we have we have a topic. Our favorite part of the show is when we take a question from you, our audience.

Meridith Elliott Powell
So if you have a question, go to sales logic podcast, dotcom sales logic podcast, dot com, or just throw it out there on social media, hash tag sales logic. We talk about a book that you should be reading or one that we're highly engaged in, and then we leave with a lightning round, our top strategist for you to put into place that very next day.

Mark Hunter
Yeah, and that's going to be a fast show this morning because, hey, the topic we're going to be talking about highlights from Outbound. That's the sales focused conference on prospecting, productivity, and pipeline. So that's the that's the topic. We've got a book that's going to go along with it. It's even going to be a surprise to Meredith because I haven't even told her. How's that sound? But, hey, let's let's get to let's get to the question.

Mark Hunter
The question comes from and I hope I get his name correct. Estridge Singh from Bangalore, India says, I'm part of an inside sales team for US based analytics consulting firm. Currently, I am struggling to find new prospects and engage my current clients in a conversation due to the highly technical nature of problems and end up depending on the solution team for closure. In other words, it is confused about how does he handle the entire sales process when he's only handling a piece of it.

Mark Hunter
So, Meridith, jump in.

Meridith Elliott Powell
Yeah, I loved this. I loved this question one, because first of all, I really appreciate when when I guess. Right, right. And we just got this one on last week. The second is I can really relate to it. I started in banking, having come out of health care, and because I had a sales background, my boss said, just get on the street and sell, just get on the street and sell. And the problem was I could sell I could open the conversation.

Meridith Elliott Powell
But the moment somebody really started to ask me some pretty deep questions, I had to go get one of my colleagues to come in and help me. And it was all right, maybe for the first part of it. But then I started to feel inadequate. And quite frankly, I just didn't I didn't like it. So I think one of the very first things you need to do is what I did. I just went to that time to the head of our training department and I said, what is it going to take for you to put something special in place for me?

Meridith Elliott Powell
Now, she was really challenged with that because all of their training was based on sales training, because that was the skill people didn't know how to do. They didn't really have anything to intimately understand the stuff that I wanted to understand. But she was gracious and she helped me and she put things together for me. I also went out and asked other people to be really good at this. What do I need to know and what do I need to understand?

Meridith Elliott Powell
So I think you need to take your education into your own hands.

Mark Hunter
Now, if you don't have that ability to be able to get somebody in the company to be training you, what I'll what I'll share with you is you want to ask questions and say, you know, let me help help me understand a little bit more, because I'm going to get somebody involved from our company who really can help you and help understand what the issue is. And so what you're doing is you're trying to feel like you're doing the customer service by asking them in-depth questions, because the feeling is you're going to get that one special person in the company.

Mark Hunter
So as you're going through this ramp up of getting educated, like what? Like what Meridith was talking about, it allows you to not quite feel so stupid because, again, it can feel a little bit intimidating. Now, some organizations, there is a clear handoff and sales leaders watching this, listening to this right now, you've got to make sure that you set very clear expectations throughout the organization as to where does the handoff happen and where does the qualification occur.

Mark Hunter
And here's the key piece. The customer had better feel comfortable with it, because if the customer just feels like, oh, I pressed three for customer service, press four for complete, if they feel it's nothing more than a a, you know, find the right person on your own, they're going to disconnect. But if they feel they are actually being routed through a process that's customized for them, they'll they will feel special.

Meridith Elliott Powell
I think that is I think that's great advice. I'd also say that just the side that for the for a year or six months to a year, this is going to be your education going out on those calls, really paying attention to how the person that you've brought with you is handling that asked to be a part of the process. Take notes, learn, because that's going to be some of the best training that you are going to get is watching other people and how they handle those calls.

Meridith Elliott Powell
So just decide that this is going to be your education for a while. You're going to need to hand it off, but you're going to take the time. You're going to learn and you're going to pay attention and you'll get stronger in each of those pieces every time. So even on the sales call

Mark Hunter
and as you learn, focus your effort on one particular piece at a time, don't try to learn everything in the organizational. One time you just become overwhelmed.

Mark Hunter
But if you learn one piece at a time and become comfortable with it, and then you build the next building block, build the next building block, I think you'll get up to speed a lot faster than you realize and suddenly you'll become that key influential person that customers want to speak to. So it's good. Hey, let's jump into the topic Outbound.

Mark Hunter
Highlights where we start, where do we start to start?

Meridith Elliott Powell
Well, first of all, if we have one listener out there, that's all we could possibly have who is not familiar with without a doubt, I put it at the bottom here, Outbound conference dotcom. Just go ahead in and check it out. Highlights from Outbound. Well, first of all, Mark, I would have say the biggest highlight was just being in person again. I mean, the energy, the stage, the you know, the just the people engaging and talking was just really, really exciting.

Meridith Elliott Powell
Wouldn't you agree?

Mark Hunter
Oh, totally agree. And what's interesting is the people who are there, we are talking about this last night, Jeb Anthony, Victor and myself, we were talking about how the salespeople are there are so committed to the industry. And and I made the comment, you know, we've gone from creating a sales community to creating a sales movement.

Meridith Elliott Powell
Yeah.

Mark Hunter
Of really elevating sales as to what it can be and should be. And because it was amazing the level of conversations I was having.

Mark Hunter
And throughout the week, I had several coaching calls I had to break away through and people were asking me and several other people who I was coaching was actually they were listening to the virtual and they were sharing with me their highlights. And this is what's interesting. Victor made this comment. He said it was a little bit like mental candy, if you think about this, because he would be talking to somebody and they took one highlight away from one speaker, but then he took away a different highlight.

Mark Hunter
Talk to somebody else. They took away a different highlight. Everybody takes away different highlights, depending on where they are on the sales journey, where they are in their sales customer base, where they are in their needs development. But it's amazing you could not come away from there without gaining insights. And that's something I find very key. Great sales people never stop learning. They are continuously finding something new that they can add to their repertoire, something they can change, something they do a little bit differently, but they never stop learning.

Mark Hunter
And that's what we had. We had a room full, both in-person and online, of top performing sales people continuously learning.

Meridith Elliott Powell
Yeah. Do you know was something that really struck me about the audience. I was thinking about this on the way home yesterday. Is that from the very first Outbound I went to to this Outbound is how much the audience was younger. There are a lot more women in the audience, a lot more minorities in the audience that really hit me how diverse sales is becoming. You know, years ago, pretty much every sales audience you spoke to is typically older white men.

Meridith Elliott Powell
It was just typically been that type of a profession. But it's really, really expanded because I really think the people are are catching on to just how great a profession it is.

Mark Hunter
I think without a doubt. And what's interesting, go back to the first event we held. We held it in two thousand seventeen, we had about three hundred people there. And I would say two thirds, three quarters of the audience came because they were solo partners. They were solo. In other words, they were just a solo business. We have shifted today to where we see more sales teams coming. And I think this really screams and shouts about the quality of the content and how companies this is what's interesting.

Mark Hunter
Companies know and and smart sales leaders know they have to continuously invest in their people. And and I had a couple of conversations with several people who made the comment that they had come on their own dime, but they were willing to invest and they're saying because of Outbound, they said, you know what, they're going to increase the amount of money they spend on themselves personally investing in themselves because of how much value they got out about that. And to go, wow, I want to keep this learning process going.

Mark Hunter
And that's a key. That's a key piece. Salespeople have to be continuously learning and challenging themselves. And I don't know what. What what's something else you came?

Meridith Elliott Powell
Well, I think I mean, I think if I look at the overall messages and things that were there, I mean, first of all, I was really struck by how much one of the biggest things that hit me was how much we were definitely focused on the the play of marketing and sales and out of the fact that I really felt a big message coming across strong in this Outbound was that the future, the power of it going forward is going to be those sales teams that embrace marketing and those marketing teams that really up their game as far as intimately understanding what's going on with the sales team so they can be of value.

Meridith Elliott Powell
But I just like I saw so many speakers, you included, who talked about the fact that no longer can marketing and sales really be silos. You're just we are coming out of covid. We are past that point. Like, the thing that keeps coming up for me was there was so much focus on the fact that we have to have the relationship in there. Right. We got to pick up the phone. We got to get back in person.

Meridith Elliott Powell
We backed I had I was having a conversation, a conversation because I had a conversation with somebody and I said, what's working in your sales right now? And he said, getting back in front of the customer. But you can't get in front of the customer if you don't have the marketing message. And I just heard that over and over again.

Mark Hunter
Oh, so true. And amazing how many times that came up in sidebar conversations. Yes, several times. Several nights. I know you participated in one of the after dark events. After dark conversations, I participated in a couple of them. And and every night that question came up in terms of how do we integrate better sales or marketing? How do we bring those two things together? And and that's key. And that's key. And not only from a social media standpoint.

Mark Hunter
And that was also interesting. The number of conversations that I know, there were several virtual events that people came up to me and asked me about virtual sessions regarding social selling and social media and so forth. And they wanted to get my perspective because they know that I kind of I kind of stand out on some pretty bold statements that you can't get sucked into that machine and and believe in it. But it's amazing how people have an open mind today that I don't think they had yesterday about how to integrate things.

Meridith Elliott Powell
Yeah, I would agree. I love that. Matt said here that marketing teams need the step up and embrace revenue responsibility. I love that. I think that is I think that's a really powerful. One of my favorite sessions was that one that Jeb does live from a stage where he does handling objections and just that the the the key and innovative ways to to really to really handle objections.

Mark Hunter
Or I'll tell you what it is, because this is this is one of the key pieces. And you know, what's interesting is this says something about the sales community. You know, several times people would ask for volunteers to jump in and there was no hesitation on people jumping in, no hesitation at all. And it's just two things. A sales people are maybe we're introverts inside. Boy, we get in front of a room and we become an extrovert.

Mark Hunter
But, B, there's a hunger and a willingness to be challenged. On Monday afternoon or Tuesday afternoon in the VIP session I was doing with Anthony and Victor, there was a gentleman there who boy, I'll tell you what we. It was almost like we were taking him to the cleaners and I won't go into the details on it, and he was loving it. He was absolutely loving it because we were helping him reshape what he was doing and how he was doing his whole sales process.

Mark Hunter
But it was a hunger to learn. And that brings up something else, the need to associate with stronger people. Yeah, I mean, it's it's I mean, you come away from a thing like that and you hear what other people do and you hear what other people are seeing. And we really do become the sum of the five people we associate with the most. And it's just mind blowing, how it changes your thinking, it changes your perspective, and again, I had several people come up to me Friday yesterday saying, Mark, this changed my career.

Mark Hunter
This absolute I had a lady come up to me yesterday and I met her on the first day and had a question. She had a question for me. And then she realized she said, Mark, you have totally I can't tell you the amount of time I've been on the phone with my marketing team. She's with a small startup company only about I think there's like four people in sales, three people in marketing, she says. I can't believe the amount of time I've been spending on the phone with marketing, how we're going to rebuild this.

Mark Hunter
Rebuild that. That's huge.

Meridith Elliott Powell
Yeah, I. I love Alexander Gray. So glad you attended. Outbound is the best conference for sales that you've always thought marketing and sales to collaborate, to grow revenues. It's encouraging to see this integration moving forward. That was one of the biggest messages that came for me from outbound really is you can't you can't you really can't hide behind us anymore. The other thing that the other thing that I really loved about Outbound this year that I thought was more this year than I'd ever seen before is there was so much more opportunity for the audience to just ask us questions, just engage, get involved and ask us anything they wanted to know, which I thought was a really powerful part of the conference, that so much of it was based on questions from the audience or questions where we didn't necessarily have planned answers.

Meridith Elliott Powell
We just put things out there.

Mark Hunter
Yeah, yeah. And I think that, again, that talks about how everybody has a different lane that they're playing in. And yet we're all learning from everybody's lane. I'll tell you what, the amount of networking, the amount of in this year is so different because we had no lunch. We fed people don't care about it, but there is no breaks and so forth, so, so to speak. Those scheduled networking pieces were not there. It was funny that I'm standing on the curb last night waiting for my Uber, which you do not try to get an Uber in Centennial Square area the night that the Atlanta Hawks are having a home game.

Mark Hunter
And there's something going on in Centennial Park and there's something also in Mercedes Benz Arena. I'm just I'm just saying it's not a good time to try to catch an Uber. And a gentleman comes up to me who had been with us and help out. And we had an absolutely wonderful twenty minute conversation while I'm patiently waiting for my Uber. But again, these were the conversations that carried over. I went out to dinner one night with my team and we were at a restaurant and there were some other people there from and before we know it, we're all talking together, collaborating, talking, sharing ideas about sales that really that really speaks highly about the sales community.

Mark Hunter
So anyway, well, let's at least answer John's question here. I'm doing what other marketing questions were top of mind, John, one of the biggest things that that came up at about marketing and this came up in a couple of side conversations I had, and a lot of my breakout was lead quality was that sales and marketing really needed to marry, need it really needed to integrate more on lead quality and on the follow up system on helping salespeople nurture those leads, really nurture those leads along that where the marketing and sales leaders needed to get was they needed a clearly defined role, responsibility, and really help each understand not only how they complement each other, but what their role is in complementing each other.

Mark Hunter
And it's going to be like I said, this isn't rocket science. It's not a topic we haven't heard before. But what I got from Outbound was there's an urgency around it. And if you can get out in front of it, you're going to really you're going to shine in two thousand twenty one thousand two do. And that's what Outbound is about, is picking up the trends where you'd be focusing your time, energy and resources.

Mark Hunter
Yeah, I'm going to add to that the gulf between MQL and SQL to wide. MQL ,marketing, qualified lead and SQL, sales qualified to lead that gulf is too wide. Now, there's always going to be differences, but we have to bring those to much, much, much closer together. And and as a salesperson, I'm going to say MQL has got to come closer to ask. Well, OK, I'll just I'll I'll just be one. Hey, time is moving fast on us.

Mark Hunter
Let's jump to the book. Are you ready for the book? Are you ready for me to surprise?

Meridith Elliott Powell
It's a surprise, yes.

Mark Hunter
Anthony Marino's book Eat Their Lunch, because I'll tell you what, this is a book that takes you all the way through the sales process. And it's about eating the customer's lunch before they eat your lunch. And I'll tell you what he came out with a few years ago and. Jump on it, people jump on it, because, I mean, if you were at outbound, you really do realize how much of an intellectual Anthony.

Mark Hunter
Yes. And I mean, every year he becomes more and more I mean, the guy is the most well read, well learned individual. But anyway, he's got three books out. I really like eat their lunch. So anyway, grab that book. So anyway, also early bird tickets are available for Outbound twenty twenty two. Only one hundred early bird tickets Outbound is September, the week of September 18th. Twenty twenty two. OK, we're moving to September.

Mark Hunter
We're moving it to September. Go to Outbound Conference. Dotcom and early bird tickets are now available. There's only one hundred of them. And once those are gone, that's it. That's it. So jump on those because I'm sure those will be gone here. I hate to say it even by the time this actually gets out to iTunes and Spotify and everything, they might be gone. Something before we went live went when I was in the green room with Meredith sharing or some of the little insights that we got.

Mark Hunter
Let me it's this this one's going to mind. This one's going to blow your mind away.

Meridith Elliott Powell
I can't wait. I'm going to block my calendar today.

Mark Hunter
You better block your calendar. So anyway, hey, with that, we need we need to get into we need to get into the lightning round. And the lightning round is top things we learned from Outbound go.

Meridith Elliott Powell
Number one is that it is time to get back in front of the customer.

Mark Hunter
I'm going to add talk to marketing, what are what is their definition of an MQL and begin to ask yourself, how do you align that closer to your SQL?

Meridith Elliott Powell
Yeah, I really learned that, that I'm not going to take no for an answer, that there are so many different ways that I can overcome objections and keep that relationship moving along.

Mark Hunter
Empathy is something we learned about during the pandemic. It is not going away now.

Meridith Elliott Powell
Empathy's that that leadership in sales really need to be integrated, that even just because you think of yourself as a sales professional, we talked so much about leadership and what we need to do to lead the customer, what we need to do to lead our other, you know, our other members, those types of things, video, video, video that you better learn to adapt that what you're using right now may not be may not be working in a month or so, but that the sales professionals who succeed are those who can adapt and change rapidly.

Mark Hunter
And that means be continuously learning, learning, learning, learning

Meridith Elliott Powell
that again, I'm going to repeat you are the average of the five people that you spend the most time with. This came up over and over again. You need to push out of your of your comfort zone and and be around really successful people.

Mark Hunter
And with that, I'm going to add the value of a mastermind group. And before we get away, we need to talk about the sales we mastermind group. So, hey, why don't you share one more? I'll share one more. We'll talk a little bit about the mastermind group and then we'll close things down.

Meridith Elliott Powell
One of my most big aha moments. I think I knew this, but it was a good reminder is that the the that to get a close to say to get a sale to close, you need to start at the beginning of the sale.

Mark Hunter
I must say, be confident in everything that you do, knowing that you're influencing and impacting people. So hey, we before we close down, we got something really, really kind of cool. Sales logic mastermind group. Meredith and I are doing this. It is really going to help you in the second half of the year. And I want you to go out the sales logic podcast. You can get kind of the registration form, get signed up for it.

Mark Hunter
We're accepting members right now. So, Meredith, what once you kind of walk through a little bit, but the genesis of the idea and the outcome people will get?

Meridith Elliott Powell
Yeah, well, it's it's it's a genius idea. You're going to love it. You're going to be blown away at the at the price for it. We are, in essence, going to guide you through third and fourth quarter if you are looking for a way to make third and fourth quarter your best quarters on record and to be well positioned for twenty, twenty two. You want to join this mastermind. We're going to meet every month. We're going to have an online community, but we are going to give you the skills, give you the strategies, give you the support and most importantly, the accountability.

Meridith Elliott Powell
So make third and fourth quarter your best on record.

Mark Hunter
And it's so important because this is the community and we're going to be holding people accountable. Meredith and I are leading this, and it really is going to be that that intimacy that you need. So. Sales logic podcast, dotcom, get the application, get involved, it is very, very affordable, it kicks off like right now we want you involved with that. So anyway, with that, I want to say, can I can I just

Meridith Elliott Powell
can I just tell when we say affordable or ridiculous for four to six month mastermind, it is only one hundred and ninety seven dollars, one hundred and ninety seven dollars to be part of a group that you can connect to, you can learn from.

Meridith Elliott Powell
But most importantly, that's going to support you in moving your efforts forward.

Mark Hunter
Yeah, I'm almost embarrassed to say how cheap that is. But but but that's because we both made a commitment. We don't want anybody saying price is a barrier. We don't want to price the barrier. So this is one of those things that it is so affordable. I don't I don't care if you can't your company isn't paying for it. You can certainly pay for it. Do it. This is investing in yourself and the ahli. So, hey, with that, I want to say thank you for listening to sales logic this week.

Mark Hunter
If you like what you hear, subscribe rate and review the show on your favorite podcast app. If something we've said is earned you a single dollar, consider telling a friend about our show. It's how we grow to help you grow. I'm Mark Hunter

Meridith Elliott Powell
and I'm Meridith Elliott Powell

Mark Hunter
Remember, when you sell with confidence and integrity,

Meridith Elliott Powell
uncertainty suddenly becomes your competitive advantage

Mark Hunter
and the sale becomes logical.

Meridith Elliott Powell
All right, check out Sales Logic podcast mastermind. We'll see you right back here next week, Saturday morning, 9:00 a.m. Eastern. My fault. We were late today. I had to do a presentation, but we will be back on time next week. We'll see you then. Sell your heart out until we see you next week.