Welcome to Season 2 of 10/10 GTM: The Podcast for Revenue Leaders!
Our guest for Episode 17 is Nicole Brambila, CRO at Medely. Nicole brings more than a decade of sales leadership experience to the conversation. Before Medely, Nicole worked at Deputy, Eventbrite, and LoopNet.
In this episode, Ross and Nicole discuss how to operationalize deal excellence by being curious and intuitive, and following proven processes.
Listen to the episode here, and get the key takeaways from our conversation below.
Why deals don’t close without genuine curiosity
Curiosity acts as a bridge that connects a rep’s knowledge with the prospect’s needs. Rather than jumping straight into a pitch or demo, start each conversation by asking open-ended questions that encourage detailed responses.
Here are some examples:
- Can you describe your current processes and how they’re working for you?
- What aspects of your current solution or situation are the most frustrating? Why?
- Are there any recurring problems that you wish could be addressed more effectively?
- What is the biggest challenge you’re facing in your role right now?
- Are there any bottlenecks in your current workflow that are concerning?
Then when your prospect answers, dig deeper and ask more questions. This approach will show them you’re actively listening to what they’re saying and also serious about helping them find a solution that works for them.
“I always tell our sales teams to imagine they’re on a first date or meeting someone for the first time, and the other person talks incessantly about themselves. The chance of you wanting to go on a second date is slim. But if they ask you a lot of questions and respond to what you’re saying, you know they really hear you and the chance of getting a second date is much higher,” says Nicole.
How to make sales a mutual beneficial experience
Sales as a profession often faces stereotypes and misconceptions about it being entirely self-serving. But the reality is, a good salesperson isn’t just trying to close a deal — they’re advising prospects, solving problems, and partnering with their clients.
To create a mutually beneficial experience, start by conducting a thorough discovery process (remember, curiosity is key) to map out your prospect’s needs, goals, and pain points. From there, you’ll create a shared action plan that outlines what the next steps are and why they’re important. This will allow you to go on a journey with your prospect, as opposed to pushing and peddling a product.
Ultimately, sales isn’t just about transactions; it's about building lasting relationships and creating value that resonates with the client's needs. When you make it your mission to be of service, you’ll create a mutually beneficial experience.
Refining the instinct around closing sales
In sales, think of closing as not just the final act, but more like gathering a series of “yeses” along the way. As a rep, you're closing at every step. It's like connecting the dots. Each “yes” you get, whether it's for another call or a meeting with a key decision-maker, is a mini-win that puts you one step closer to the final close.
Just as importantly, when a prospect says “no” now, it doesn’t mean that’s a no forever. Make sure you understand why they can’t move forward. Is the timing off? Do they need more information? Is their budget being cut?
Asking the right questions when you get a no will help you determine the best next step. Perhaps it’s as simple as providing additional information or conducting another demo. Or maybe the timing is off so you set a reminder to reach back out in 90 days.
Keep in mind, not every deal will close when you want it to. There will be qualified prospects that sit in your pipeline until the timing and circumstances are right. As long as you take the time to build rapport, actively listen to your prospects, and demonstrate how your solution can help them solve their problems, your product or service will be top of mind when circumstances change.
Rapid fire: Nicole’s fast sales insights
In a rapid-fire Q&A session, Nicole shares her insights with us on a wide range of topics:
What’s the main reason most teams miss their ARR goals? Not being prepared.
What’s your favorite resource for revenue leaders? Gong.
What’s the number one challenge for revenue leaders in 2024? Uncertainty.
SMB, Mid-market, or enterprise? All three.
What’s the most important org: Sales, CS, or Marketing? I don’t think any of these function well without the other.
Best way to unplug from the demands of leadership? Spending time with my family.
About Nicole Brambila
Nicole is a seasoned sales professional with more than a decade of experience. Before joining Medely as the CRO, she held leadership positions at Deputy, Eventbrite, and LoopNet. When she isn’t working, you can find her spending time with her family.