'Eating radishes'

That is how, according to Matt Dixon, many 'doer-sellers' experience selling their services.

People do not become management consultants, executive coaches, accountants, lawyers, or engineers to sell. However, for those working in professional service firms or independently, selling is an integral part of their role.

At the same time, professional sales processes are changing. More and more professional services are sourced through RFPs, and buying committees are replacing traditional client relationships. This means that doer-sellers need to change their approach to sales in order to stay relevant.

Based on an extensive quantitative study of nearly three thousand partners across industries such as law, accounting, consulting, investment banking, executive search, and public relations, five distinct seller types within professional service industries were identified; however only one of them, the Activator, consistently drives growth.

In the 33rd episode of the Leadership 2.0 podcast, I interviewed Matt Dixon about 'The Activator Advantage - What Today's Rainmakers Do Differently.

During our conversation, we discussed the following topics:

00:00 Sales, Acquisition or Business Development
01:43 Why Doer-Sellers Do Not like Selling
04:28 What Inspired Matt To Write 'The Activator Advantage?'
07:24 The Five Types Of Professional 'Doer- Sellers'
20:19 The Three C’s of the Activator
28:22 Why The Purchasing Behavior Of Clients Is Changing
32:18 The Three Categories Of Stakeholders In The Buying Process
36:00 The Three Elements Of The Activator Mindset
39:24 Business Development Habits
44:19 Instilling An Activator Mindset In The Organization
50:15 Can I Learn To Like Eating Radishes?
52:38 Final Thoughts 

► About Matt Dixon

Matt Dixon is one of the world’s leading experts on sales, customer service and customer experience. He is a Founding Partner of DCM Insights, The Customer Understanding Lab.

Prior to co-founding DCMi, he served as the Chief Product & Research Officer of Tethr, an AI venture in Austin, TX, that helps companies mine customer voice data for insights. And before that, he spent time as a Senior Partner and the Global Head of Sales Force Effectiveness Solutions at Korn Ferry Hay Group and as Group Leader of the sales, service and customer experience practices of CEB, now Gartner. 

Matt is a sought-after speaker and advisor to corporate leadership teams around the world on topics ranging from sales effectiveness to customer service and customer experience. He also (co)authored a number of books:

• The Challenger Sale: Taking Control of the Customer Conversation 
• The Effortless Experience: Conquering the New Battleground for Customer Loyalty
• The Challenger Customer: Selling to the Hidden Influence
• The JOLT Effect: How High Performers Overcome Customer Indecision 

Matt is also a frequent contributor to Harvard Business Review with more than 20 print and online articles.

Matt holds a Ph.D. from the Graduate School of Public and International Affairs at the University of Pittsburgh as well as a B.A. in International Studies from Mount Saint Mary’s University in Emmitsburg, Maryland. He lives in Silver Spring Maryland with his wife and four children.

Visit DCM Insights at https://www.dcminsights.com/ and visit Matt on LinkedIn at http://www.linkedin.com/profile/edit?trk=hb_tab_pro_top or follow him on Twitter at @matthewxdixon
 
► Book 'The Activa

Any questions or comments? Press this link and send me a message!