[Account Executive] Using Gong to win pilots by incorporating "magical moments" within the final business case

Sarah Brazier: Hey, I'm Sarah Brazier. I'm an account executive here at Gong. And a fun fact about me is I am the middle of seven children, so I've got the middlest child syndromes you could possibly think of. So, the super power that Gong gives me is the ability to build better business cases by helping my prospects relive magical moments. And the reason that I think this is important is because nobody likes being sold to. Nobody wants a salesperson to tell them why they should buy, and why this is important to them, and try to talk them in or persuade them into buying. So instead, what I like to do is capture all of those magical moments that Gong has captured for me, and showcase them in my business case so that people can go," Oh yeah, I said that. Oh yeah, I felt that way. Oh yeah, that did happen. I did see value there." And they're reminded of all those things in one presentation when I'm trying to tie the bow after I have run a pilot. So a couple things that made me start doing this is, as you can see on the screen here, my deal insights... Gong, actually, has shown me that my win rate is much higher if I am adequately multithreaded within a deal. In fact, I win 58% of the deals where I have at least four contacts involved. The other thing that its shown me is that if I have 10 calls or more with my prospects, my win rate is 63%. And even if I'm having just five to nine calls, my win rate is 61%. So it's much, much higher when I'm having lots of conversations with lots of stakeholders. The way that I take this to the next level is that I showcase that in my business case. So a really simple example is, in my pilot process what I like to do is have one- on- ones with stakeholders and influencers within a deal. So here you can see I did a manager training with a VP of sales for a deal that I want. This is my demo environment, so everything is anonymized. And one of the things that my prospects said is," Oh, that's got a lot of sizzle." And I thought, I'll remember that. Sizzle. So I went back through, and I searched through the conversation, and I looked for sizzle. And I found that moment here, where I asked my prospect," Well, what's so sizzly about it? What makes it sizzle?" And my prospect shared this moment where they realized that Gong was more than just a call recording tool. That it was so much more and went beyond. Now, that person was influencing the deal. They were a big influencer, but they weren't the final decision maker. So after I had this conversation with this VP of sales, I also talked to people in product marketing. I talked to people in sales development, and I took the best highlights of their realization moments, or their magical moments, where they told me that they needed Gong or that Gong surprised them. And it's such a meaningful way, and I showcased that in my business case. So after I do a pilot, I'll do a pilot review. This is a pared down version. And I'll recap," Hey, these are the things that you said were really important that you needed to nail." So I re- showcase and get them to regroup me like," Hey, this was our pilot success criteria. All of this you said is really important." And then I'll show this slide, which essentially says here's where your leadership found the value, and saw how Gong could solve these problems or solve these challenges. And the simple thing that I do is within Gong, I will just go over to the transcript, I will copy the moment where that person had a realization moment, and then I just paste it into my PowerPoint slide. I might clean it up a little bit, make sure that the grammar makes sense, because people don't always talk grammatically correct. And then I show this, and this always is a big hit because, again, I'm not telling the customer to buy. I'm letting the people on their team explain why they need this tool in this final business case. So again, the workflow is pretty simple, is multithread your accounts, capture those conversations that you've had with your prospects, go back through and find the meaningful, magical moments where they had a realization moment. Really simple way to do this is if they say," Hey, that's really cool", say," Well, what's so cool about it?" Or if they go," Oh, that's got some sizzle," instead of going," Yep, it does have sizzle"," What's sizzly about that?" Just ask them why they're using that adjective to describe things, and they will go on, and on, and on about the impact that Gong, or whatever you're selling, might have on the problem that they're trying to solve. And then showcase that in your final insights conversation. You can also do this if you're not running a pilot. You can have one- on- ones with lots of different people. Get their feedback about how your solution is going to help solve a problem that they have, and showcase that when you're doing your final business case. So anyway, again, I'm Sarah Brazier, and that is how I use Gong to build better business cases by showing my customers and helping them relive magical moments throughout the sale cycle.