In this episode, Donald speaks with Kevin, the Chief Technology Officer of the Americas at Ciena. They discuss the complexities and challenges of B2B enterprise selling.
Kevin shares insights into the evolving landscape of enterprise deals, emphasizing the importance of understanding the "why" behind a product or service offering. The conversation highlights the need for effective communication and providing memorable examples to decision-making committees, ultimately leading to successful outcomes.
The Increasing Complexity of B2B Enterprise Selling
The Role of Kevin as the Chief Technology Officer of the Americas
Challenges in Enterprise-level and Complex Deals
Shifting Focus from the "What" to the "Why"
Enhancing Memorability and Communication
B2B enterprise selling has become increasingly complex, necessitating a shift in sales strategies. Understanding the "why" behind a product or service offering and effectively communicating this value proposition to decision-making committees is crucial for success.
Kevin emphasizes the importance of providing memorable examples and enabling customers to become effective ambassadors for the proposed solution. By focusing on the "why," sales teams can establish a deeper connection with customers and increase the chances of winning complex enterprise deals.
"When you go to these decision-making committees, there's always others on the committee, but not necessarily in the room with you that are very interested in the why." - Kevin Sheehan
Resources
Ciena
Sponsorship Offers
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2. This episode is brought to you in part by LinkedIn.
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3. This episode is brought to you in part by Calendly.
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4. This episode is brought to you in part by the TSE Sales Foundation.
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Credits
As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.
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