Course Description

This is a 12-month course NOT a membership were you will learn to start conversations and get meetings with your ideal target clients. No Refunds and No Cancellations.

Host of The Brutal Truth Podcast

Brian Burns

After spending 20 plus years selling enterprise software I now work with sales leadership teams to help create and dominate their market segments. My approach is based on an exhaustive study of hundreds of eight, seven and six-figure deals across several industries and geographies. What I have discovered is that the majority of salespeople are "Selling Backwards". Selling Backwards means that the focus is on the outside of the prospect looking in. Instead of obsessing on messaging, positioning, presentations, demonstrations, and closing... what is really effective is matching the selling process with the prospect's decision process. What we have found is that the salespeople who still embrace the old-school dogma of relying on relationships, one-on-one selling skills and aggressively pushing their prospects are as obsolete as palm pilots. What I teach is what is going on inside the prospect's organization and how they make product selections. I then show salespeople how to guide/control the decision and how to keep the selection moving and in your favor.

Course curriculum

  • 1

    Introduction

    • Office Hours Details - READ THIS FIRST - Please add to your calendar, no calendar invite is being sent do to the number of students

    • Join the community

    • Course Overview

  • 2

    Defining Your Ideal Customer Profile

    • The A's

    • The Secret to Defining Your Target Accounts

    • Determine Your Ideal Ecosystem

  • 3

    Find People and Their Contact info

    • KLT

    • Automate Target List Building Overview

    • Find Anyone's Email

    • Automate The List Building with Email Addresses

    • Automate the Email Sequence and have it look Natural

    • Validate anyone's email and Complete the Contact information

    • Find The Main Phone Number for Any Company

  • 4

    Connecting

    • Connecting Overview

    • Why your current approach is not working

    • How to Find What to Connect Them on From Their WebSite

    • First Outreach with 90% Response rates

    • The Network

    • Feedback and Samples of a Cadence

    • How to Find Someone's Competitors, Funding, Employee Count and News Automatically

  • 5

    Starting The Conversation

    • Have a Complete and Clean Brand to make a great first impression

    • How to complete and earn it

  • 6

    Start The Conversation

    • Starters

    • Make a determination

    • Building

    • Gold

    • Talking

    • Stages

  • 7

    Develop Your Magic Cadence

    • Steps

  • 8

    Monitor Targets for Trigger Events and Ideas

    • Monitor Targets

  • 9

    How to outsource your prospecting

    • Targeting

  • 10

    Office Hours Recording

    • Office Hours - A group call on 2 pm EST via Zoom

    • Feb 02 2018 - Talked over different industries and examples

    • Feb 16 2018 - How to build interest and a System - Lots of great examples

    • How to Avoid a Bait and Switch Situation

    • March 2 2018 - LinkedIn, Time based selling - New Videos added to the course

    • Showing the location of the 3 new Videos that I have added so you can easily find them 03-09-18

    • Answer to how to handle accepts and non accepts and what to do next

    • First Conversation, Relationship Sellling and Outsourcing issues

    • Email Example of getting a VP level Meeting after 2 years of failing.

    • Office Hours 03-30-2018 Great case studies and success stories

    • 04--06-18 Office Hours Success Stories and how to bridge into a conversation

    • Levels of Interest

    • Office Hours - 04-20-2018 building interest and starting the conversation

    • Office Hours 05-04-2018 getting in the mom and pops

    • Feedback on a pitch strategy

    • Office Hours 05-18-18 Success Stories

    • Office Hours 06-01-18 building engagement

    • Office hours 06-15-2018

    • Office Hours 06-29-2018 Success Stories

    • Q and A on Getting Enagement

    • Office Hours 07-13-18 Building interest

    • Office Hours 07-27-18 cadence and trust

    • Office Hours 08-10-18

    • Office Hours 08-23-18

    • Office Hours 09-07-18 Talking about why they need you

    • Office Hour 09-21-18

    • Office Hours 10-05-18

    • Office Hours 10-19-18 Pain

    • Office Hours 11-02-18

    • Office Hours 11-16-18 automating lists

    • Office Hours 12-07 Getting the conv started

    • Office Hours 12-21-18

    • OFFICE HOURS 01-04-19 AND QUESTIONS THAT SELL OFFER

    • Office Hours - Questions course and Selling to Marketing and IT

    • OFFICE HOURS 02-01-19 BUILDING YOUR SYSTEM

    • Office Hours 2-15-19 Profile and Interests.

    • 03-15-19 Using content, questions, calendar and no internet presents

    • Office Hours 03-29-19 Case Studies and Success Stories

    • 04-12-19 Office Hours Mindset and Strategy

    • 04-26-19 Office Hours on Beliefs, priorities, tools and VAs

    • Office Hours 05-10-19 build awareness

    • Office Hours 05-24-19 email delivery, 3 magic words and list building

    • Automation options that scale

    • Office Hours - contact info and intell

    • Office Hours - contact info and intell

    • How to build lists fast and easy.

    • 07-19-19 Office Hours new tools and questions

    • OFFICE HOURS DETERMINING YOUR A'S, SEVERAL CASE STUDIES AND TOOL EXAMPLES

    • STEP 1 AND 2, CASE STUDY ON FORTUNE 50 VP MEETING.

    • 10-11-19 Case Study and Cadence for Closing a Meeting

    • 10-25-19 VP of Eng Case study and Q&A

    • 10-25-19 VP of Eng Case study and Q&A

    • 11-08-19 Selling to many different lines of business and Q&A

    • 11-22-19 Case study about time event deals and how to position yourself - success stories and Q&A

    • 12-06-19 How to build a strategy with examples and then get the business conversation started.

    • 12-20-19 CFO profile and interests - Q&A on strategy and talking points

    • 01-03-20 HOW TO BUILD A Conversation into interest and action - how to prioritize your pipeline

    • Mindmap from 01-03-20 Office Hour

    • 01-17-2020 Ice Breaker Questions to Start the conversation Tool

    • Targeting VP of Sales - Step by Step examples - how to get cell phone - get next meeting on calendar

    • 02-14-2020 How to post a LinkedIn question, coming up with great Ice Breakers, Building a natural conversation

    • 02-28-20 Examples and Success Stories - Transitioning to the Phone - New tools

    • 03-13-20 Top Down vs. Bottom Up - Ecosystems - Call Recording

    • 03-27-20 List of ideas to max your time - Review of 1on1's - Email vs. LinkedIn

    • 4-10-20 New hack to go top down and get an intro to your target contact

    • 4-24-20 Success stories and examples of exact step - Q&A

    • 5-08-20 Q&A C-level success stories - How to manage time - How to quickly determine step 1

    • OH 5-22-20 Security Case study - Hacks - VA examples - success stories

    • How to build curiosity into interest into action

    • Defining your ICP and Priorities - Finding the right person - Seasonal cadences - Tons of example

    • How to Start where they are not where you are - examples - VA's - LinkedIn hacks no one talks about

    • CMO Case Study - Q&A about sell security - mindmap tools

    • How do I know what to sell - What everyone wants to talk about - How to manage the process 7-31-20

    • How to move to a virtual call - Focusing on the best - developing network - tools to track

    • Profiling both persona and targets so that we think like them

    • How to Profile your prospects - learn what they care about - how to be there goto partner

    • How to Max the course - Q&A - success stories

    • OH 9-25-20 HOW TO MAX THE COURSE mindmap pdf

    • Phone openers - CRM - Cadence tools

    • 10-23 Focusing the Conversation - Examples of no digital footprint - How to get an update

    • How to treat that first conversation - mindset - case studies - Must listen to

    • 11-20-20 MUST LISTEN TO - success stories - linkedin stories - networking - tools

    • OH 12-04-20 How to use "If you are?" questions to progress the conversation

    • OH 12-04-20 I had tech problems with the recording so I re-recorded the lesson part of meeting

    • 12-18-20 Planning for 2021 - common mistakes - doing what most are bad at - the outward mindset

    • 01-01-21 What is the perfect mindset to build a conversation

    • 01-15-2021 Mindset, Profiling and Questions - How to make it fun and develop skills

    • 01-29-2021 Success stories, case studies, using the competition, staying orginized

    • 02-12-21 Success stories with c-suites and a VC billionaire - Case study of selling marketing services

    • 02-26-21 Why the traditional approach does not work - Q&A and video success story of how and when to use

    • 03-12-21 How to apply the course fast and get success fast

    • 03-26-21 Must listen to - How to get email - clean contacts - success stories

    • 04-09-21 Must Watch - case studies - Q&A - drop ins

    • 04-23-21 How grade your success and continuously get more effective

    • 5-7-21 MUST WATCH - FINDING THE RIGHT PEOPLE - QUESTIONS TO CREATE INTEREST - CASE STUDIES

    • 5-21-21 Developing A-level stages and developing active pain - Must Watch

    • 6-4-21 Financial Services Case study, Science instruments - Q&A

    • 6-18-21 The fastest way to get started - cases studies - eng moving into sales - Must listen to

    • Automation case study with huge success - success stories

    • 07-16-21 Applying the process to get a job and how to hijack your competitors followers

    • 7-30-21 Shipping case study - Board of directors case study - Types of questions that work - tools - MUST LISTEN to

    • 8-13-21 Case Studies Software testing, security, trucking - How to find topic the prospect cares about

    • 8-27-21 How to build into the first live conversation - How to focus on them and build interest

    • 09-10-21 Success stories using the Questions that sell course

    • How to sell a commodity and keep the conversation going over months - MUST LISTEN TO

    • 10-08-21 Matching what we do with what the prospect wants/knows - several success stories

    • 10-22-21 Bank Construction process to get C-Suite meeting - cyber security process - customer support

    • 11-5-21 Building the conversation to the point where they ask what do you do - MUST LISTEN TO

    • 11-19-21 CISO conversation - linkedin polls to prospect - call center questions #MUST LISTEN TO

    • 12-03-21 How to handle inbound leads - Video email and how to use it - Questions review

    • 12-17-21 Strategy review - Security topic - Profile your ICP

    • 12-31-21 Top down vs. bottom up - What long terms skill you will get out of the course

    • 01-14-22 Marketing case study - how to build trust - industrial case study

    • 01-28-22 A Great bridge question to engage the C-Suite - Sell services in a new territory and where to start

    • 02-11-22 Kingpin and networking strategy - using humor to attach prospects

    • 02-25-22 Success story - How to get into large accounts - why the steps matter - how to connect on linkedin

    • 03-11-22 Ice Breaker questions and feedback with examples - MUCH WATCH

    • 03-25-22 how to reverse engineer your prospect to help know what they want to talk about

    • How to Fast Start the course - How to leap from customer to a prospect MUST WATCH

    • 04-22-22 How to build symptom questions for each person in the decision making process - MUST WATCH

    • 05-06-22 How to maximize linkedin and data to know when and what to talk about

    • 05-20-22 Case study selling radio advertising and a Great addition to step one

    • 06-03-22 The Talent code and how we learn in sales - MUST LISTEN TOO

    • How to design your symptom questions to move the focus towards the problem you solve - MUST WATCH

    • 07-01-22 Case study of how to bridge to a demo and build up curiosity and interest - MUST LISTEN TOO

    • 07-15-22 Great examples of questions - how to make it a thinking game vs. a Numbers game

    • 07-29-22 How to identify to best opportunities - How to prove you are in the same tribe - Creating questions to get them talking

  • 11

    One-on-Ones

    • How to work with a difficult channel Partner

    • Feedback on getting stuck and how to move forward

    • 12-12-18 Review of the process

    • 1-16-19 Selling to technical people

    • Activity review and coaching

    • Email Review and Next Steps

    • How to segment and pick the right targets

    • BUILDING A CONVERSATION

    • Personalize, next step and manage your manager

    • Office Hours 03-01-19 Pricing and Getting into Dissatisfied account

    • Process Review and successes.

    • Break the ICE

    • How to get a referral

    • What to do if they have little to no digital footprint

    • Building interest in a cold account

    • Automating and Connecting with new people

    • How to get into a dream account

    • Example next step and dealing with different contacts

    • How to get started and compare it to cold calling

    • Start up interview conversation and strategy

    • Inmail and building interest

    • What do you solve?

    • How to manage my manager

    • How to prevent overload

    • How to prevent overload

    • How to automate list building and connections

    • How to leverage their culture to get more leverage.

    • HOW TO USE THE PHONE WITH THIS SYSTEM

    • 08-03-19 CASE STUDY AND Q&A CONNECTION DROPPED AT 40 MIN POINT.

    • Prioritize inbound and outbound

    • 08-16-19 Case Study on Selling to VP of Eng. Several Q&A and Move the Conv to Action examples

    • How to connect with a Huge company and prospect at scale

    • HOW TO GET INTO COLD ACCOUNTS AND PRIORITIZE

    • HOW TO PRIORITIZE AND START TO CONNECT

    • How to get a the right mindset and several case studies - selling IT servers and to law firms

    • How to leverage LinkedIN in the process and scale fast

    • HOW TO MAX THE COURSE

    • How to convert to a conversation Case Study with a VP

    • How Cold Call and Build a Conversation and book a meeting

    • Feedback on first contact.

    • How to automate connections and strategy to get meetings

    • How to build a conversation after a reply

    • Examples of getting the conversation started

    • How to connect and engage in the transportation space

    • How to reengage with clients and up sell

    • How to get start at a new company with a new product/terr

    • Strategy review and ideas to build interest

    • How to find who to start with and build a process using questions

    • Must Watch - full process overview and why the course works and how to apply it.

    • How to build an enterprise strate

    • How to build a strategy to start the conversation and talk about what they care about.

    • How to get unstuck and build the conversation

    • How price's law is applied to focus and target selection

    • How to build a conversation to commitment

    • How to stay in engaged and build urgency into the conversation

    • How to start the conversation with logistics people and build trust

    • How use social to start a conversation and how to prioritize your outreach in the security space

    • How to build questions about the problem and what the client cares about

    • How to connect and start the conversation from scratch

    • How to prioritize accounts and find the right person to start the conversation.

    • How to build step two too get them talking - Small business owners

    • How to prioritize a huge territory and come up with Step 1 for Sr. Technical people in the CAD space

    • Review of step 1 and why it is so valuable - planning for step 2 - industrial sales - fire pretection

    • How to stay in touch with hounding and begging

    • Step 1 and how to work around KPI requirements - Vp of Sales

    • How to connect and engage on LinkedIn and build an audience - software security

    • How to keep the conversation moving when price is the only issue - Pharma Sales

    • How to connect with higher level contacts within the account to avoid being single threaded.

    • How to engage a small group and use this LinkedIn hack to surface leads fast. - software | security

    • Applying the course to HR, Benefits at Large companies - strategy with a huge territory

    • Strategy overview and sequence - targeting opperation VP

    • How to message to Break the ice - Software Eng - Security - Become part of their Tribe

    • How to use events to build engagement - IT - How to work with with a team

    • How to get in touch with Ops - Logistics and start a conversation

    • Process review with Lots of success and examples - Develoment Managers

    • How to use Content to start the conversation - How to handle the send me some stuff objection

    • How to determine your A's - Territory Strategy - Cadence - Enterprise Software

    • How to determine your A's - Territory Strategy - Cadence - Enterprise Software

    • Prioritization and Working around a Previous cadence to get the meeting

    • The First Conversation - Develop the Awareness and Urgency

    • The First Conversation - Develop the Awareness and Urgency

    • Steps Reviewed - Samples and Successes - Questions for the Conversation - Must Watch

    • How to pick your on

    • How to pick your top targets and build your steps - Software

    • How to get them to talk - Selling Million dollar software to opperations

    • A simple hack that will get you 80% open rate - Finding email hacks - Designing great first questions

    • How to pick a VA - LinkedIn automation - Demo and content tracking

    • How to Answer What do YOU do - Cyber Security - How to build awareness into interest

    • How to quick find a Step 1 for A's, B's and C's

    • Working up an Org - Using the approach to get a job - How to use a VA

    • How to leverage a Virtual HH into a next mtg - Slide and Strategy review - Cyber Security

    • Step by Step process to talk with Marketing people

    • How to design a question to convert to the phone - Setting up a cadence

    • Review of steps and getting engagement - confirming that you are going after the right person - Selling on-line training

    • How to get unstuck and build your process - VAR - selling to CTO/CIO

    • Step 1, success stories and lots of samples in the Mobile Security - Great Examples

    • Strategy Review - Selling to Learning Development - Email Validation - Prioritization - First question

    • Process review to get the conversation - targeting learning and development

    • Process review and steps to get the meeting - hospitality

    • Process review and how to prevent ghosting

    • Process Review of Security

    • Linkedin case study with exact examples

    • Examples of Conversation building and feedback on converting the phone - must watch

    • How to use questions to get clients interested in a new product

    • Process review and polish approach

    • Step 1 to get them talking

    • Strategy review and tool usage for selling to smaller companys

    • Strategy Review with tons of example - What to do when there is little information

    • How to build interest and handle the budget objection - Connecting with CISO's

    • How to build out a process for SMB - Selling Digital Marketing as a Service

    • How to find something to talk abou

    • How to apply the course - selling benefits to HR

    • Applying the course to a pre-product start-up and build out the proce

    • How to show some value to start the conversation

    • Getting meetings with HR and demoing someth

    • Strategy review when selling to the CFO

    • Strategy review selling to CISO and Chief Architect

    • Strategy review with MFTG rep selling to machanical engi

    • How to use this simple h

    • Selling to State and Local and being VAR

    • How to prioritize and leverage outsourcing...

    • Strategy review - selling a service - Must listen to the last 15 min

    • Strategy review - Huge terr - Vet Medicine - Networking

    • Strategy review - IT performance - dev op

    • Must watch - Success Story - Selling to Small business owners in a highly competitive market

    • How to reach 1000's when you sell a trigger event based service

    • MUST LISTEN TO - Success story - How to narrow down your focus and find the most likely match

    • Moving to a conversation with examples - IT Dir and VP - Startup

    • How to build an ecosystem - selling security auditing services

    • Success story - getting 10 meetings in a week - overview of the winning the complex sale

    • How to build a conversation when you are trying to replace a competitor

    • How to build out a strategy to sell marketing service in the real estate multi-family space

    • How to apply the process to industrials - networking your way to the right person

    • Case study - Selling marketing services to - High end food and Commercial Real Estate

    • How to there who to start the conversation with and how to approach them - Selling business analytics

    • How build curiosity into interest and not be viewed as a comodity

    • How to use questions to build engagement - sell outsourced security

    • Getting stuck in step 2 and how to fix it

    • How to stay out of the commodity trap - Selling custom mftg

    • Building off what they care about - step 2 and step 3

    • How to build curiosity by talking about the problem

    • How to find the problem to build curiosity and interest

    • Step by step walk through selling adhesive

    • How to use the phone and when does it add the most value

    • How to focus on the problem not just the product

    • Review process to talk with IT security

    • Success story and how it is working in large deals selling to IT

    • How to target if you have a huge terr and why this system works

    • Success stories with examples and next steps - how to build interest

    • Strategy review and deal engagement after a lose

    • How to focus on the top accounts and transition to curiosity

    • Creative ways to engage VP of Eng and look at it in a new way

    • Process review - selling insurance to business owners

    • How to pick a new target market and build a self- selection method

    • Targeting small business owners

    • Targeting the C-Suite online in Start

    • Strategy review for selling into the corporate enterprise space

    • How to start when you are viewed as a commodity

    • Strategy review getting started with CEO's of banks - Great examples

    • Planning a inbound strategy on LinkedIn - selling training and consulting

    • How to get the step one down to 1 min and bridging to a conversation - MUST LISTEN To

    • Why you need to connect with multiple people within a company - selling enterprise software

    • Moving from Social to Email and Cold calling - Audio only

    • Building a conversation in the Software development space

    • Vmail approach, trade show, texting

    • How to automate the first step - MUST WATCH

    • How to build the conversation into a meeting - Marketing/demand gen

    • Deal review - Medical - Getting the Tech win - deal prioritization

    • How to prevent being viewed as a commodity

    • Strategy review and feedback selling to the C-Suite at banks

    • The strategy review for selling #security

    • Strategy review - comparing approaches #AI #Startup

    • Strategy review - #APP transportation #startup

    • How to get them to ask what YOU do

    • How to develop a LinkedIn strategy without taking a lot of time

    • Process review - industrial

    • Strategy review selling to sales enablement, sales leader

    • Strategy review selling professional services into a new market

    • Ideas to get meetings with Marketing people for direct mail

    • Getting latent pain to become active pain - MUST LISTEN TO

    • Going from a huge brand to a hot startup - strategy review

    • Strategy review - Using Video to engage at scale - #Uber for trucks

    • Strategy review - Large enterprise deals - Energy Space

    • Strategy review - Selling Photo SaaS - How to break it down and keep it going

    • Strategy review - questions - polls - startup in the blockchain supply chain space

    • Using polls to build a conversation - determining who to start with

    • Startup in the Devs Ops - Wanting to talk with with early adapters

    • How to transition to a phone call or zoom - selling marketing services to eye-doctors #MustWatch

    • How to bridge to get the meeting - selling a new technology

    • How to engage around the problem you solve - selling around change - MUST LISTEN TO

    • How to differentiate your company when it is viewed as a commodity

    • How to get a meeting when you are viewed as a commodity

    • Building a process in the security space

    • Getting to large companys sell

    • How to get the technical win when the end users hate change?

    • Working with Gatekeepers and preventing naysayers

    • Building KLT when you are blocked by a single point of contact

    • How to get a meeting with Sales Rev ops, finance and sales leadership

    • How to pin point the entery point into the account.

    • How to determine what a CFO cares about

    • How to develop an ice breaker and bridge to the problem you solve

    • How to prepare for a new job and build a plan

    • How to prioritize prospecting time and how to keep track the history

    • Sequence review and how to build up the conversation after a deal stalled

    • Case study on how to get the live meeting

    • How to use a ice-breaker to engage and bridge to a meeting - 10min MUST WATCH

    • Brainstorming Ice-Breaker questions - MUST LISTEN TOO

    • How to build off of the Ice Breaker into what you do and why others change

    • How to prioritize your actions, review of the classic pitch cadence and a plan to approach a new territory

Pricing options

Explain how different pricing options might be valuable to different segments of your audience.