I’m tired of legacy sales logic that says I need to stay 100% in control or I can’t win.
“Give to Get” gives your prospects an excuse to get lost! Why? Read on -
I can’t credit one single source for teaching me about Give to Get. Google it and you’ll see 3.7 billion results (I’m not joking). Every manager I’ve ever had taught me to use it. Every sales book has some form of it too. And scroll the LinkedIn thought leaders and you’ll inevitably find the give-to-get logic permeating ‘how we do it.’
What is it?
Give to get is a simple concept. My favorite summary comes from Robert Cialdini when he talks about the basic law of reciprocity. Imagine you’re walking into a big building with a huge set of glass doors out front. Someone in front of you reaches the door first and holds it open for you with a smile. “Thank you,” you proclaim, as you suddenly reach a second set of doors.. Double Doors!
Most organizations fall into one of three categories for letting prospects try their product:
- Prospects create an account right on your website.
- Your website converts visitors to a sales meeting, sales vets the deal, and then provisions a trial.
- You reserve use of your product for after a deal is signed. You miiiiight allow a “proof of concept” right before they sign, but that might even just be a paid pilot.
That’s a wide spectrum.
Have you heard the story of the chicken and the pig? My co-founder Bryan introduced me to it - and how I can use it to bail out of our standup.
We talk a lot about the theory of demos - the right way and wrong way to do them - on this blog. But I recently had a purchasing experience that really threw the whole into sharp relief.
Let’s call it a tale of three demos. It was an illustration of the issues we talk about here that was almost too good to be true, because the whole experience varied so widely. What I, as our Ops founder, wanted and what the vendor sales teams offered me sometimes seemed to be totally at odds with each other.
My background is in sales, so I’m used to looking at things from that side of the table. But recently I needed to buy some software to help us coordinate with our tech team, so I got to see the other half of the equation.
And boy - it was all over the place.
We’re proud to work out with the amazing team at InnerCity Weightlifting every Thursday morning at 8AM PST. Most of our team shows up to the zoom meeting with their workout clothes, a towel, and a big smile. It lasts an hour and it’s as easy or intense as you make it. Our certified trainer, Adam Hayes, leads us through three sets of 8 simple exercises (like pushups, lunges, and burpees.) It lasts an hour, and then we start our days feeling freaking great about ourselves.
What is InnerCity Weightlifting?
ICW's mission is to reduce gun violence by amplifying the voice and agency of people who have been most impacted by systemic racism and mass incarceration. They partner with program participants through case management and careers in and beyond personal training. Individuals are elevated as experts in fitness and the social issues they've lived. ICW is a culture and community in which power dynamics are flipped, social capital is bridged, and new leaders emerge in the fight to combat long-standing inequities.
Let’s be real - nobody wants to take a meeting of a cold call or cold email.
A couple weeks ago, I posted on LinkedIn about a dynamic duo I knew - an AE/SE team that was unstoppable. One of my followers recommended an awesome podcast on the same subject, from the PreSales Podcast team.
So I thought I’d share my notes from the podcast - and all the aha! Moments it gave me about the SE/AE relationship. Let’s go!
Leading and Learning
The AE/SE relationship is important - they’re different roles, but with the same ultimate goal - making a sale. Learning a few tips for working together smoothly, and how to see things from the other perspective, can make everyone’s job a lot easier - and more fun too.
Is your demo flatlining? You might need the help of DemoDoctor - founded by Chris White. He’s an expert in the field of closing demos - making them as effective as possible so you’re getting more deals from your demos. He’s also the author of Six Habits of Highly Effective Sales Engineers, written to help sales engineers deliver killer demos.
*This is not about trials with a rep attached. This is about the ‘Free Trial!’ button on your website.
**And that’s assuming the button actually leads to a trial and not a sales call. Right: if you’re dropping your prospects directly from the website into a build experience, then this is for you.
Is your free trial showing your best parts - or just introducing prospects to the worst of you?