A Conversation with George Bronten

George Bronten is the Founder and CEO of Membrain. In markets where your solution looks very similar to the competition's, how you sell is the big differentiator. George digs into the elements of how most sellers sell and the role of sales technology in making the how of selling better and not just faster. He also discusses the key metrics that sales teams should be paying more attention to, but in all likelihood, are not. The very words sellers use also matter and George defines some terms which are commonly used in sales, such as buyer's journey but are often confusing in their interpretation. HIGHLIGHT QUOTES Learn to use language strategically to build trust - George: "How will we stand out in this competitive market? When we talk to clients, I mean even down to which words we use because if you sound like every other seller and you're just self-centered and that comes through, you won't build that trust that you need to gain their business in the end. It's like the trust equation. You divide it by the level of self-interest that you convey." Measure metrics around sales effectiveness and outcomes - George: "They should be measuring the increased win rate for the client, not the adoption rate, and how many times they log onto the product. So there's a big mismatch there. I think in many companies, including ours, if we're selling win rates and sales effectiveness, why aren't we measuring increased win rates and deal sizes? Why are we looking at adoption rates? I mean, that's not really what the customer's interested in." Find out more about George in the links below: LinkedIn: https://www.linkedin.com/in/georgebronten/ Website: https://www.membrain.com/ More on Andy: Connect on LinkedIn Get Andy's new book "Sell Without Selling Out" on Amazon Learn more at AndyPaul.com Sponsored by: Revenue.io | Unlock exponential growth with an AI-powered RevOps platform | Revenue.io Scratchpad | The fastest way to update Salesforce, take sales notes, and stay on top of to-dos | Scratchpad.com Blueboard | World’s leading experiential rewards & recognition platform | Blueboard.com Explore the Revenue.io Podcast Universe: Sales Enablement Podcast Selling with Purpose Podcast RevOps Podcast