The Strongest Evidence is What Your Customers Tell You

In this episode, host Michael Reddington and guest Graham Drew delve into the power of customer feedback and effective listening in improving sales strategies. Graham, founder of Cognis Consulting, shares his expertise on gathering valuable information from customers and explains how it can lead to better partnerships, longer-lasting relationships, and problem-solving for buyers. With personal anecdotes, practical advice, and insightful discussions, this episode is a must-listen for professionals looking to enhance their sales effectiveness and understanding of the customer perspective. Join Michael and Graham as they uncover the strongest evidence: what your customers tell you.Timestamps(00:00:05) Meet Graham Drew, a business development and procurement expert.(00:06:40) Graham's career journey: from global buying function to sales effectiveness.(00:14:56) Graham helps sales teams understand the buyer's perspective.(00:18:46) Sales professionals prioritize clients and results.(00:23:38) Effective interview setup and open-ended questions.(00:30:46) Understanding sales process delays and avoiding leading questions.(00:34:52) Identifying disconnects in sales stories and expectations.(00:42:05) Using customer feedback to drive change in sales.(00:43:46) Success in engaging customers differently.(00:50:43) Learning from professionals with diverse backgrounds.(00:57:56) Factors considered in deals and their impact.Links and Resourceswww.cognis-consulting.com [email protected] Drew | LinkedInSponsor LinksHumintell: Body Language - Reading People - HumintellEnter Code INQUASIVE25 for 25% discount on your online training purchase.Emotional Intelligence Magazine: HOME | Emotional Intelligence MagazineInternational Association of Interviewers: Home (certifiedinterviewer.com)Podcast Production