Help, Don’t Sell: Mastering the Art of Genuine Discovery with Sales Coach Matt Wolach

Deep Trikannad is joined by Matt Wolach, the B2B SaaS Sales Coach of Xsellus. Matt shares that he has been in the software industry for a long time but found a passion for sales early on. When he started a software company, he had no idea what he was doing and had to learn from various sources. Through trial and error, he was able to create a process to generate a 63% call closing rate with his team. After multiple successful exits, Matt decided to start coaching sales leaders, salespeople, and CEOs on effectively closing deals to achieve high valuations and potential exits. He also runs a software company called Torawa's, which provides an SMS marketing system to help businesses communicate with their prospects.

In terms of his coaching company, Xsellus, Matt explains that he works with sales leaders, salespeople, and CEOs to fix sales-related problems and help them improve their sales performance. He focuses on the B2B software industry specifically. Matt mentions that he works with teams of all sizes, from solo salespeople to teams of 10-20 people. He emphasizes the importance of focusing on helping the buyer rather than just selling to them, as this approach builds trust and leads to higher close rates. Matt also discusses the value of discovery in the sales process, where salespeople need to understand the buyer's needs and pain points before they can effectively connect their product or solution to those needs. He shares a personal anecdote about a time when he failed to conduct proper discovery and ended up demonstrating a product to a prospect who wasn't even in the industry.

To break down the initial sales wall and create a more open conversation with prospects, Matt advises salespeople to share their personal "why" and why they care about helping prospects. By doing this, they create a human connection and build trust with the prospect. This approach helps salespeople establish themselves as advisors and consultants rather than just salespeople. Matt concludes by offering a scorecard to track sales stats and benchmarks, which helps salespeople monitor their performance and identify areas for improvement.

Overall, Matt highlights the importance of genuine discovery, a customer-centric approach, and building trust in sales to drive successful outcomes. The podcast episode gives valuable insights into Matt's sales journey and his effective sales coaching methods.