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Bringing a Subject Matter Expert (SME) or technical lead into a sales meeting can add immense credibility, but without the right guardrails, it often creates a "operations centric" call rather than a "sales centric" one. Technical experts often equate helping with teaching, leading to deep dives into the weeds that can confuse the prospect and accidentally migrate the meeting into "unpaid consulting".

In this episode, Jim and Jason Stephens explore the critical dynamic between sales and operations. They discuss how to choreograph team selling situations to ensure technical competence supports the sales process rather than hijacking it.

KEY TOPICS COVERED

• The "Confused Mind Says No": Jim warns that support staff often feel their job is to demonstrate exactly how much they know to validate their presence. However, this flood of information often tilts the buyer’s thinking from "let's do this" to "I hadn't thought about that, maybe I'm not ready.". The team must balance expertise with clarity, remembering that a confused buyer rarely buys.
• Defining the RACI Roles: To prevent the meeting from going off-road, Jim applies the RACI model (Responsible, Accountable, Consulted, Informed) to the sales call. Regardless of who is speaking, the salesperson remains the "Responsible" party charged with shepherding the buyer to a decision. The technical expert is there to consult, not to drive the strategy.
• Internal Upfront Contracts & Safe Words: Jason suggests establishing clear signals—or "safe words"—before the meeting begins to manage flow. Whether it’s a phrase like "That's a good point" or a physical cue like tugging an ear, the team needs a pre-agreed method to pivot the conversation back to the sales track without looking disjointed or unprofessional to the client.
• Orchestration Over Luck: Hoping that operations does a good job and sales does a good job is not a strategy; the "batting average for getting lucky" is significantly lower than training and practice. The hosts emphasize the need for mock presentations to align the team on the specific strategy of the call so the client sees a cohesive unit rather than a disconnect.

CHALLENGE OF THE WEEK

Review your internal preparation process before your next joint call. Don't just "wing it"; put in the work to establish an internal Upfront Contract with your operations team regarding expectations and roles. Determine your "safe words" or signals to ensure you can correct the trajectory of the meeting if technical details get too heavy.

ABOUT THE SHOW

Join hosts Jim and Jason Stephens from Crossroads Business Development as they discuss techniques, tactics, and the occasional tangent associated with the Sandler Selling System. Whether you are prospecting, negotiating, or closing, The Sandler Training Hour gives you the actionable advice you need to stop "winging it" and start controlling the sale.

The Sandler Training Hour Hosted by Jim & Jason Stephens | Crossroads Business Development

We help sales professionals stop apologizing for their process and start closing deals.

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