Dec 21, 2023
Welcome to this episode on the transformative concept of collaborative selling, where we join forces with Carole Mahoney, the founder of Unbound Growth and an entrepreneurial sales coach at Harvard Business School.
Carole and I explore the shift in sales towards a cooperative approach that puts the buyer's needs first, drawing from the principles of her book "Buyer First."
We challenge the traditional tactics of sales and emphasise the importance of a joint effort between the seller and buyer to find innovative solutions and create real value.
The episode also dives into the evolution of sales in the digital age, where buyers now hold the power of information, and contemplates how AI could either exacerbate outdated sales methods or enhance the human connection within sales through better research and personalisation.
Stay tuned for this sales episode that is as ethical as it is effective.
--------- EPISODE CHAPTERS ---------
(0:00:00) - Collaborative Selling
(0:07:08) - The Shift Towards Buyer-Centric Sales
(0:13:19) - Transforming Sales
(0:25:42) - The Impact of Mindsets on Sales
--------- EPISODE CHAPTERS WITH FULL SUMMARIES ---------
(0:00:00) - Collaborative Selling (7 Minutes)
This chapter explores the transformative concept of collaborative selling, which reframes sales as a joint effort between seller and buyer to find solutions and create value. I'm joined by Carole Mahoney, the founder of Unbound Growth and an entrepreneurial sales coach at Harvard Business School, to discuss the principles of her book "Buyer First" and how collaborative selling puts the buyer's needs first. We touch on the historical context of sales techniques and the importance of moving away from manipulative tactics towards a more cooperative approach.
(0:07:08) - The Shift Towards Buyer-Centric Sales (6 Minutes)
This chapter uncovers the striking disconnect between what buyers value in salespeople—active listening—and what sales managers typically look for during hiring. The discussion also reflects on the evolution of sales since the advent of the internet, which shifted the power of information to buyers, and contemplates the potential of AI to either perpetuate spammy sales tactics or, more optimistically, to empower salespeople to deepen human connections through enhanced research and personalised engagement.
(0:13:19) - Transforming Sales (12 Minutes)
This chapter examines the transformative power of collaborative selling, inspired by insights from the IKEA effect and various research studies. We discuss the value customers place on products they have a hand in creating, reflecting on how this concept applies to sales, where buyers find worth in being actively involved in the solution process. The conversation also touches on the pitfalls of traditional selling approaches that focus on the seller's agenda, such as rigid qualification checklists, and the need for a sales renaissance that combines data, science, and human psychology.
(0:25:42) - The Impact of Mindsets on Sales (7 Minutes)
We explore the challenges salespeople face in practicing active listening and asking questions, despite knowing its importance. We look at common misconceptions about sales roles and how they shape behaviour, stressing the need to shift long-held beliefs about sales to foster more ethical practices. We share insights from coaching sessions that reveal specific mindsets, like the need for approval, that hinder the ability to ask tough questions and uphold personal ethics.
Follow Carole
https://www.linkedin.com/in/carolemahoney/
https://www.unboundgrowth.com/
Link to Carole’s Book: https://amzn.eu/d/eUrHsRR
Follow me
https://linktr.ee/fredcopestake
Take the Scorecard
https://collaborativeselling.scoreapp.com/
Watch this episode on YouTube