Behind the Deal: Engaging the Economic Buyer Part II
Carl Froggett and Joe Lynch are back for the second part of their conversation on engaging the Economic Buyer. Before they were colleagues at Deep Instinct, Joe sold to Carl when he was a CIO at Citi. Carl shares his extensive experience as an economic buyer in tech deals. The conversation is a valuable one for sellers who are trying to engage the economic buyer, particularly in the information security space. Tune in and learn more about this episode of The Revenue Builders Podcast. HERE ARE SOME KEY SECTIONS TO CHECK OUT [00:00:55] Revisiting Key Sales Insights with Carl Froggett and Joe Lynch [00:01:46] Deep Dive: The Art of Selling to Economic Buyers [00:06:14] Strategies for Effective Sales and Building Value [00:13:21] Navigating Complex Sales Processes and Stakeholder Dynamics [00:16:05] Leveraging Internal and External Champions in Sales [00:28:35] The Critical Role of References and Final Decision Criteria [00:38:32] Understanding the Collective Yes in B2B Sales [00:41:30] Navigating Internal Dynamics and Stakeholder Influence [00:42:35] The Impact of Technology Deployment on Internal Teams [00:43:17] Strategies for Managing Internal Opposition and Building Support [00:43:48] The Importance of End-User Experience in Technology Adoption [00:45:02] Leveraging Partnerships and Advice for Navigating Corporate Politics [00:48:05] Executing a Successful Pilot: Strategies and Outcomes [00:52:51] The Decision-Making Process and Finalizing the Deal [01:08:08] Insights on Product-Led Growth and Enterprise Strategy [01:14:42] RSA Conference Takeaways and the Future of Cybersecurity ADDITIONAL RESOURCES Learn more about aligning customer-facing teams to improve execution: https://forc.mx/48o1jyP Connect and learn more about Carl Froggett. https://www.linkedin.com/in/carlfroggett/ https://www.deepinstinct.com/ Connect and learn more about Joe Lynch. https://www.linkedin.com/in/joe-lynch-6613745a/ HIGHLIGHT QUOTES [00:46:30] "Nobody thinks about the end user; nobody's thinking about network and identity. So I was able to see how internally, and I leveraged my boss at the time to get there. If you have someone who's not thinking like that, I hate to say it, but you probably need to find somebody different, right?" [00:47:40] "Ultimately, it's about the business, right? We're not buying a Zscaler because it's cool. We're buying it because I've got X, Y, Z from a business strategy to sort out, and you need to add value to that, right? I hate to say it, but maybe you got the wrong person." [00:51:30] "It's not about wasting our time; it's about committing resources to try to solve this problem together. You respect our people, we respect your people and our time. We're not here to waste anyone's time."