Warren Zenna, Founder and CEO of The CRO Collective
Nominated by: Alice Heiman
Warren Zenna is a strategic sales and marketing executive with over 25 years of experience in digital marketing, integrated media, brand marketing, and emerging technology.
Warren is the founder and CEO of The CRO Collective and Zenna Consulting Group. Now in its third year, B2B consultancy The CRO Collective uniquely focuses on the role of the chief revenue officer as an entry point to solving the pervasive issue of revenue operation misalignment in the B2B business sector.
The CRO Collective works with CEOs and CROs to re-engineer revenue strategies and engineer revenue operations that meet the emerging demands of modern business dynamics. The CRO Collective offers consulting services, one-on-one advisory, and a series of courses to support the development and success of chief revenue officers.
The one question that seems to be missing too often from sales calls is that which sets the stage for optimal customer-focused discovery: “I’m curious: Why did you take this meeting?” I know this seems like an awkward question, but when you dig into it, it’s the most effective way to get the prospect to reveal what really mattered to them, that had them expend the calories needed to be on the call with you.
I’ve said frequently that all prospects are liars. What I mean by this is that most prospects go to sales calls with battle armor on – their “Spider-Sense” is tingling, at the ready to be “sold” or have their words misconstrued. So by asking them why they took the meeting, it allows you to listen carefully and invite them to expound on their answer. I find that once that ball gets rolling and the prospect is talking about their world, they loosen up and share more.
The key to this is to listen with the intent; to understand, not respond. So my challenge to you this week is simple, on your next sales call, ask the prospect, “Curious, why did you take this call?” Click here for more of Warren’s insight.
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