Selling Isn’t about Pushing Features It’s about Diagnosing – Patrick Renvoise Podcast

Host Paul Petersen on CRM Radio interviews Patrick Renvoise, co-author of The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime and president and co-founder of SalesBrain the original neuromarketing agency.  Paul and Pat discuss the research behind the current book (September of 2018) and the book that started it all, Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain. 

Patrick reveals why traditional thoughts into a buyer’s preference for a product is based on false research and how the Persuasion Code can be used by anyone to increase revenue if they understand the basic principles.  For instance:

• There is solid research, clinical research, not hunches or opinions behind the current book's recommendations for sales and marketing tactics that win
• Selling isn't about pushing features and benefits, it's about asking questions to diagnose the prospect's problems
• There are only three stages of selling: Diagnosis, Selling and educating
  • Educating helps the competitor as much as you the salesperson
  • Selling without diagnosis is the surest way to fail
  • Diagnosis should take up 80% of the discussion with the prospect
• Diagnosis of the pain is the first step in the sales process, without you will lsoe more than you win

About the Persuasion Code

The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime is available from all fine booksellers. This book, published by Wiley, was written by Dr. Christophe Morin and Patrick Renvoise and focuses on influencing your audience with the use of brain sciences. Get on the cutting edge of neuroscience from a book written by the team behind the world’s first neuromarketing agency.

In the book, the authors introduce NeuroMap, a scientific, yet simple model to develop better marketing and sales messages. Aside from marketing and sales, the strategy of persuasion introduced covers both business and personal success. Some of the main concepts include: the dominance of the Primal Brain over the Rational Brain in buying decisions; the only 6 stimuli that always trigger a response; scientific ways to optimize your content and message delivery.

Applying neuroscience to persuasion is an aspect of marketing and advertising every professional should understand. CEOs, VPs, and professionals can all benefit from The Persuasion Code as it touches on brain-based principles for consumer, media, sales, and advertising. Dr. Christophe Morin has been recognized for nearly ten years as a leading researcher and authors in the field of neuromarketing and media neuroscience. Dr. Morin is also a professor of Media Psychology for Fielding Graduate University. Patrick Renvoise is a foremost expert in complex sales.

In a previous book release, Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain, the authors started the field of neuromarketing. Dr. Christophe Morin and Patrick Renvoise, sold over 200,000 copies and the book was translated in 12 languages. Since 2002, this book has been the go-to text for customers looking to use revolutionary sales and marketing practices.

The company behind The Persuasion Code is SalesBrain, the world’s first neuromarketing agency. Founded in 2002, the company has helped over 600 clients close more business by researching, learning and improving thousands of sales presentations, ads, websites, brochures and more. SalesBrain has worked with over 120,000 executives (including 18,000 CEOs) around the world and delivered over 3000 private workshops to professionals, and marketers around the world.

The Persuasion Code is a culmination of 16 years of research and constant interactions with executives and professionals looking to stay on the cutting-edge of marketing and sales excellence. 

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CRM Radio is hosted by Paul Petersen of Goldmine CRM by Ivanti which is a program on the Funnel Radio Channel.  GoldMine is the sponsor of CRM Radio.

Why the Marketing Stack is Threatening Marketing Management

Josh Miles, CMO for the Society for Professional Services (SMPS) talks with Stacy Gentile about the difficulties marketers are facing today with constant accelerating change, new tools, weak marketing skill sets, and the status of intentional marketing. 

• Why tomorrow will be difficult for marketers
• What he means by so many tools, so little time
• Why multi-dimensional marketing skills will be crucial
• How to think differentially about marketing
• Why the position of marketing director is changing from year to year

 About Josh Miles

Josh Miles is a caffeine and Twitter addict and Chief Marketing Officer at SMPS. Josh previously co-founded MilesHerndon, an Indianapolis-based branding firm specializing in brand strategy, corporate identity, website, and user interface design. His expertise is highly sought after by professional service firms including architecture firms, legal practices, engineering offices and software companies. Josh is also involved in several other start-up tech companies based in Indianapolis.

Josh’s unique point of view on branding, design, and marketing has been sought after by organizations, corporations, and university design programs.

Josh is the author of Bold Brand 2.0: How to leverage brand strategy to reposition, differentiate, and market your professional services firm. Josh Miles speaks from coast to coast on branding, digital marketing, and social media. Josh was honored as one of the Indianapolis Business Journal's 40 Under 40, and was also named 40 Under 40 by Delta Sigma Phi.

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CRM Radio is hosted by Paul Petersen of Goldmine CRM by Ivanti which is a program on the Funnel Radio Channel.  GoldMine is the sponsor of CRM Radio.

All-Ireland Business Foundation CRM Thought-Leader - Justin J. Small

Paul Petersen interviews Justin J. Small. CEO of Monread CRM who was named CRM Thought Leader by the All Ireland Business Foundation in 2018.  They discuss why the foundational purpose of CRM has not changed as the cornerstone of B2B businesses.  Whether a business has five employees or hundreds, Smal says they need a CRM.  Justin continues:

“The core philosophy is still there, having data all in one place, seeing all your communications in one place, all the interactions that you might have with leads or prospects of the customer and actually be able to call up a record to see their thoughts and interest really hasn’t changed. “

It is an interesting program for those who follow CRM applications and those who are still hunting for a CRM system that works for their needs.

Justin J. Smal

All-Ireland Business Foundation CRM Thought-leader and extensive CRM knowledge based on 25 years of delivering CRM solutions to a wide-range of businesses. Driven, personable and business savvy leader with an international background and a passion to enable business growth & transformation by delivering holistic CRM solutions for business large and small. Excellent presentation, customer relations and complex problem solving skills.

Specialties: CRM Strategy • Zoho CRM • Strategic Planning • Technology Integration • Requirement & Business Analysis • Solution Development • Continuous Improvement • Organizational Change Management • Leadership • Motivation • Collaboration • Sales & Marketing • Customer Experience 

Contact Info

Justin J.’s Profile

linkedin.com/in/jjsmal

Website

• com  (Company Website)

Twitter

• jjsmal

 Dublin - 01 554 0251 | Boston - (857) 574-5780 | London -  020 3051 4806

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CRM Radio is hosted by Paul Petersen of Goldmine CRM by Ivanti which is a program on the Funnel Radio Channel.  GoldMine is the sponsor of CRM Radio.

Guarantee Sales Killer: Salespeople Who Bark Up Unverified Value

“If your salesperson barfs up value based pablum without listening to the prospect, he or she will lose the sale.”

David Priemer

 “Value,” David Priemer of Cerebral Selling says, “transcends ROI.” Regardless of the opinions of your product manager, company president or sales manager, the value your product or service will mean something different to each prospect. If your salesperson barfs up value based pablum without listening to the prospect, he or she will lose the sale.  The prospect, Petersen and Priemer agreed, is the only one who can define value for your product.

In this program, Priemer and host Paul Petersen further discuss how to best address the problem of under-performing sales reps and sales managers who lack coaching skills.

About David Priemer

David Priemer is widely recognized as a thought leader in the area of sales and sales leadership and has been published in the Harvard Business Review, MIT Sloan Management Review as well as Forbes, Entrepreneur, Barron's, and Inc. magazines. David helps organizations drive revenue growth, people development, and winning cultures by infusing the core principles of science, empathy, and execution into their sales operations.

Previously David held several executive leadership positions at leading technology companies including Salesforce, where he was the Vice President of Commercial Sales and creator of the Sales Leadership Academy program. He is also an Adjunct Professor at the Smith School of Business at Queen's University.

David holds a B.Sc. in Chemistry and Atmospheric Science from York University and a Master’s degree in Chemical Engineering from the University of Toronto. When he's not thinking about Sales, David loves to cook, write, and spend quality family time with his wife and three daughters.

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CRM Radio is hosted by Paul Petersen of Goldmine CRM by Ivanti which is a program on the Funnel Radio Channel.  GoldMine is the sponsor of CRM Radio.

Trends in Email Marketing or You Can’t Sell to an Angry Person

Our host, Paul Petersen interviews Steven Pearl, President of Intelliclick about the trends in email marketing they discuss:

• Recent and new regulation for email marketing
• Businesses must pay more attention to who they are marketing to
• How to keep people on your mailing list
• Why the recipient must recognize the sender
• The two most important things you must do for every email campaign
• Why recency and frequency are not dead
• How to define a recipient's digital body language
• The two unique things about the Beatles Abbey Road Album (50^th anniversary)

Steven Pearl Bio

Steven Pearl is a McGill University Business School graduate with a major in Marketing. He moved from Canada in the early 80s and now lives in Chicago with his wife and daughter. His career in brand management evolved to include positions with Nestle (coffee division), Hiram Walker and Citibank before starting Business Automation Solutions (BAS) in 1995.

 As a GoldMine partner since 1995, BAS has helped companies, across a wide range of industries, implement “best practices” customer relationship management solutions (CRM). In 2008, BAS led the development of IntelliClick, a CRM integrated email and web site tracking solution that has been deployed for 100s of companies worldwide.

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CRM Radio is hosted by Paul Petersen of Goldmine CRM by Ivanti which is a program on the Funnel Radio Channel.  GoldMine is the sponsor of CRM Radio.

When Sales are Down, First Train the Rest of the Company In Sales

When sales are down, companies should not turn to training salespeople again and again, they need to train everyone else in company on sales.

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Switching your CRM - Why Switch and How to Switch

The CRM industry keeps getting flooded by new (and not so new in features) CRM Systems because the dissatisfaction level of current CRM users is very high.  It’s said that 40% of the sales reps on a CRM system don’t comply with the company CRM standards or policies.  83% of senior executives complain that their people aren’t properly using the CRM system. 

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The Six-Word Question Every Salesperson Needs to Use – Iannarino Podcast

Anthony Iannarino, author, speaker, and well-known sales leader discusses his contrary opinion of the buying process in B2B. He says prospects don’t already know about the product and salespeople aren’t unnecessary as some will have us believe. In this interview with the host Paul Petersen he covers:

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Myths that Salespeople are Taught by Their Mothers – Keenan with Paul Petersen

Keenan, the author of Gap Selling is the CEO of A Sales Guy and the guest for host Paul Petersen on CRM Radio. This is pure Keenan at his best, except of course for his books. 

This program is part of a book review and a lot of sales training as Keenan discusses:

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4 Reasons Why CRM Systems Succeed and Others Fail

CRM Radio host Paul Petersen interviews Gene Marks. In this program Marks says that if companies want to succeed with their CRM system they need to invest in their people first. The result is a successful CRM system, growing sales, a clean database, and a high value for the company.  They discuss the four reasons for a CRM implementation which drive every long term CRM success. 

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