In this episode, you’ll hear Jeff Jaworski talk about his buying process when he was with Google and what mattered to him most when someone targeted him as a prospect and wanted to earn his business.
Here is the full transcript, followed by the time stamps of key moments from our conversation.
Role of Enablement Director [00:02:44] Jeff Jaworski explains his role as an enablement director at Google, including his team’s focus on equipping large customer sales teams and internal go-to-market strategy with the knowledge and capabilities they need to be successful.
Teams Enabled by Enablement Director [00:05:19] Jaworski discusses the primary teams he focuses on enabling, including large customer sales teams and internal go-to-market strategy, as well as his global coaching program.
Tools for Coaching and Practicing Sales Skills [00:06:20] Jaworski explains the different tools and techniques used for coaching and practicing sales skills within the organization, including peer-to-peer practice, simulations, and live coaching.
Building a Culture of Coaching [00:07:23] Jeff discusses the importance of coaching and how Google has built a culture of coaching and practice inside the organization. He also talks about the challenges of managers not being properly trained to be coaches.
Challenges with Technology in Coaching [00:08:57] Jeff talks about the challenges of using technology to enable live coaching and how Google is trying to identify ways to be more in the flow. He also discusses the process of choosing a coach and the need for stronger technology to make the process more seamless.
Matching Coaches and Coachees [00:12:23] Jeff talks about how Google matches coaches and coachees using internal tools and profiles. He also discusses the benefits of coaches coaching others and how it helps them become more effective as coaches.
Baseline Training and Certification [00:14:14] Jeff discusses the importance of baseline training and certification for sales enablement and how it helps customers feel more confident in their engagements.
Challenges in Buying Process [00:15:10] Jeff talks about the challenges in the buying process, including the need for a mutual understanding of goals and how technology can address them.
Importance of Discovery in Sales [00:17:09] Jeff emphasizes the importance of discovery in sales and how it can lead to a more meaningful output in terms of effectively solving customer challenges.
Importance of Preparation [00:21:20] Jeff emphasizes the importance of doing research before a conversation and how it can make a difference in building connections.
Follow-up Matters [00:22:01] Jeff stresses the significance of meaningful follow-up after a meeting and how it can impact the decision-making process.
Asking the Right Questions [00:26:08] Jeff talks about the importance of asking the right questions during a sales conversation and how it can help in understanding the customer’s needs and expectations.
Practicing and Reinforcement [00:30:45] Importance of practicing and reinforcing sales skills to improve customer interactions and increase productivity.
Stakeholder Management [00:32:11] How to manage multiple decision-makers in a committee deal and involve the right stakeholders to move the deal forward.
Effective Follow-up [00:33:23] The importance of high-quality follow-up and how it impacts the decision-making process of customers.
Advocating for the Sale [00:35:03] Jeff and J discuss how Jeff’s role as an advocate can help coach sales teams and move the sales process forward.
Competitor Analysis [00:37:07] Jeff and J talk about how sales teams should prepare for competitors and how to differentiate themselves in the market.
Moving Forward in the Sales Process [00:39:05] Jeff explains how sales teams should approach the sales process when a competitor is already in the picture and how to avoid losing a deal prematurely.
Importance of Discovery Call [00:41:49] Discussion on how a discovery call can accelerate the sales process and shorten the sales cycle.
Factors in Making a Final Determination [00:43:58] Exploration of the factors that can help make a final decision when choosing between two vendors.
Asking About Decision Criteria [00:46:18] The importance of asking about decision criteria and when it should be asked during the customer conversation.
Value of Real Talk Conversations [00:48:31] Jeff discusses the value of having real talk conversations to prepare for sales moments and improve sales skills.
Subscription Value [00:49:20] Jeff talks about how people place value on their time and the perceived return on investment when subscribing to a podcast.
Successful Outcome and Target Audience [00:53:30] Jeff suggests considering the successful outcome for the audience and the purpose of the podcast when deciding on the target audience for messaging.
What motivates you? [00:55:53] Jeff Jaworski talks about what motivates him, which is being helpful to others.
Preferred way to learn new information? [00:56:25] Jeff Jaworski shares that he likes to learn through audio while walking his dog and is big on coaching.
How can folks reach out to you? [00:58:11] Jeff Jaworski shares that the easiest way to reach out to him is through LinkedIn, where his name is Jeff Jaworski.