#597 - How to Sell the Way Buyers Want to Buy | Lindsay Dougherty ft. Concensus
Summary
Hosts Nick Segelski and Mark Kosaglo interview ConsenSys AE Lindsay, who advocates for "buyer enablement" by sharing pre-recorded demos and content immediately, rather than hoarding information behind live calls. They discuss using short, authentic, bullet-point-driven videos to educate buyers asynchronously, which accelerates decision-making and provides valuable engagement signals. The episode emphasizes adapting to modern buyer behaviors by prioritizing speed and transparency over traditional, rigid sales processes.
Topics discussed
Intro: Buyer enablement and giving buyers the 'hostage' back
Top 3 Takeaways: Async channels, sneak peeks, and explainer videos
Why hoarding info fails: Buyers are informed before the first call
Video strategy: Length, authenticity, and bullet points vs scripts
Buyer perspective: Speed, momentum, and staying top of mind
Discovery before demo? Using automated demos to gather insights
The demo as a tool: Decoupling sequential sales processes
Multi-threading: Using async content to mobilize the buying group
Forecasting accuracy and the bad habit of impatience
Recap, resources, and sponsor messages
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