In this episode of Enterprise Sales Development podcast, we speak with Josh Braun, an expert in helping sales leaders, CEO’s, and founders create systems to generate a steady flow of meetings each month with qualified buyers. He is the founder of his own sales consulting firm, Josh Braun Sales Training, a former Head of Business Development at Basecamp and the Co-Founder & CEO of Sales DNA. Josh shares his wisdom on sales and discusses the zone of resistance and how to lower it. Using mock call role playing, he also talks about how to build familiarity quickly and effectively in the first 10 seconds of a cold call.
WHAT YOU’LL LEARN
High lessons Josh has learned over the years since he’s gone on the consulting front
The zone of resistance and how to lower it
Why you should start with intent and how to use your language, intent and tonality to get to the truth behind the objections
Why labeling and making people feel heard and understood is key
What an SDR can do in the first 10 seconds to build familiarity quickly and effectively in a cold call
QUOTES
“Your thoughts affect what you say. So when your intent is ‘I got to talk everybody into everything,’ you end up sounding in ways that feel manipulative, salesy and off-putting, and often people go into the zone of resistance.” -Josh Braun [04:27]
“About 10 years ago, I came to this realization that in order to change that, I have to start with my intent, meaning what’s my goal? And so when I cold call people, my goal is this, ‘I wonder if this person has a problem.’ Not ‘they definitely have a problem, I have to pitch them.’ So my cold call approach is completely different.” -Josh Braun [08:33]
“That’s the secret to labeling is making people feel heard and understood. It’s a super power for getting people to sort of open up.” -Josh Braun [13:08]
“Talking people into things doesn’t work. And we’re trained to convince and persuade. That’s the biggest problem.” -Josh Braun [20:06]
“Questions get people talking. Questions spark.” -Josh Braun [29:47]
TIMESTAMPS
[00:01 Intro
[00:28] Meet Josh Braun
[01:34] High lessons Josh has learned in consulting
[03:48] How to lower the zone of resistance
[07:48] Start with your intent
[11:51] Labeling is key
[20:14] What SDRs can do to build familiarity in a cold call
[35:15] How he creates connections and join the resistance
[42:06] How to contact Josh
RESOURCES
Chris Voss on Rewiring Your Brain to Listen
Never Split the Difference: Negotiating As If Your Life Depended On It by Chris Voss and Tahl Raz
Chris Voss Teaches the Art of Negotiation - MasterClass
CONNECT
Josh Braun’s website
Josh Braun on LinkedIn
Josh Braun on TikTok
The Inside Selling Podcast with Josh Braun
CIENCE website
CIENCE on LinkedIn
CIENCE on Facebook
CIENCE on Twitter
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Enterprise Sales Development with Josh Braun | Enterprise Sales Development (CIENCE) podcast - Listen or read transcript on Metacast
