Applying Design-Thinking to Sales with Ashley Welch - The Transaction - Ep #8

Please welcome a phenomenal sales thought leader that is bringing some much-needed fresh ideas to the world of B2B sales. Ashley Welch is the Co-Founder of Somersault Innovation and the author of Naked Sales. Ashley joins hosts Craig Rosenberg and Matt Amundson to discuss the core idea of “Selling by Design”, how to craft a collaborative co-creating process with your buyers, and why you need to know how to navigate your customer’s customer map.

Also, Craig gives an update on his son’s Instagram followers and Matt takes a sip of something scrumptious.

Takeaways:

• Prioritize curiosity in customer interactions. Understanding the customer's needs, fears, and motivations through genuine inquiry can build stronger, trust-based relationships and uncover deeper insights into how to meet their needs effectively.
• Shift from presenting solutions to co-creating them with customers. This approach not only makes the solution more tailored and relevant but also builds a sense of ownership and partnership with the customer, leading to higher engagement and satisfaction.
• Push for a deeper understanding of the customer's broader ecosystem, including their end-users and other stakeholders. This comprehensive perspective can inform a more strategic and impactful solution that addresses wider organizational goals and challenges.
• Foster a mindset of innovation and creative problem-solving within the team by adopting principles of design-thinking. Encourage them to always start with the customer perspective and iterate solutions based on feedback and changing requirements.

Chapters:

• 00:00 - BRIEF Final Four Recap from Junior Sports Correspondent, Craig Rosenberg
• 02:53 - Introducing Ashley Welch!
• 05:17 - Drink Break
• 05:29 - Does Expertise Trump Curiosity in Sales?
• 15:29 - Putting Yourself In The Customers' Shoes
• 22:12 - Deep-dive into Design Thinking in Sales
• 40:38 - Get More Creative With Your Discovery Process
• 43:53 - Creating Your Customer’s Customer Map
• 53:11 - 4 Doorways to Deeper Discussions with Prospects

Quote of the Show:

• “At the end of the day, I think everybody just wants to feel loved and listened to. That is your job as a seller. Love them, listen to them.” - Ashley Welch

Sponsor:

• Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/

Connect with Guest:

• Guest LinkedIn: https://www.linkedin.com/in/awelch1/
• Guest Website: https://www.somersaultinnovation.com/
• Naked Sales: https://a.co/d/bZtDydk

Shoutouts:

• John Barrows: https://www.linkedin.com/in/johnbarrows/
• Doug Landis: https://www.linkedin.com/in/douglandis/
• Becc Holland: https://www.linkedin.com/in/beccholland-flipthescript/

Follow the Show:

• Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
• Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/
• The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/
• The Transaction Website: https://thetransactionpod.com/
• Substack: https://thetransaction.substack.com/

Ways to Tune In:

• Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309
• YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1