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What is B2B Sales - YouTube
Channel: Patrick Dang
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if you're looking to learn what b2b
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sales is how it works and whether or not
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it's something you should be
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interested in stick around because we're
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gonna get all your questions
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answered in this video
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[Music]
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what's going on everybody it's patrick
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here before we get started make sure to
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give this video a like
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subscribe and turn on notifications and
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with that said let's go ahead and dive
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in so the first question
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we gotta ask is what is b2b sales well
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the definition that we are going to use
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in this video
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is companies or sales people who sell
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directly
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to other companies and that's why it's
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called b2b
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sales business to business so it's
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essentially when there's any commerce or
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transactions
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that happen between businesses and to
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further clarify what that means let me
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go ahead and give you an example of how
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i started my b2b
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sales career working at oracle so back
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when i was working at oracle i was
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selling human capital management
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software meaning it's just
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hr human resources software for like
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recruiters and people like that
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so one of the main products i was
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selling is taleo and taleo
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is basically an enterprise software and
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i was selling into healthcare companies
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with you know thousands of employees
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and essentially what taleo is is a
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recruiting platform
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for large companies right so the landing
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page on oracle's website doesn't really
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tell you exactly what it is but let me
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go ahead and show you so
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you know for example there's a
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healthcare company called human good
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right
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and they are essentially you know a
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company that helps take care of the
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elderly people and they have a whole
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business
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built around that so for the careers
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because they have thousands of
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caretakers and
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people like that working through their
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different companies when you apply for a
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job right you press apply now
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you know you go to this button on their
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website you want to apply in california
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other western states
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search for jobs and so what happens is
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you know human good goes into
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you see this website over here it says
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abhoud.taleo.net meaning they are using
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taleo which was the software that i was
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selling at the time when i started my
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career at oracle
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to run their recruiting systems so let's
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say
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somebody wanted to you know apply for a
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job as a registered nurse
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so they would click on that and then the
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software basically
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on their website basically they're using
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oracle to manage this entire process
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and when you apply for jobs it goes into
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the software and it's very easy for
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recruiters to see who applied to what
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and
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information like that so as you can see
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when it comes to b2b selling right so i
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was working at oracle i was
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part of a business and i was a
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salesperson and i'm selling my software
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to another business right not the
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individual
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not an individual consumer person i'm
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selling a software for thousands of
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dollars a year
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and you know they're gonna pay for it
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because there's a lot of value to it
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right
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business to business so that's like in
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the enterprise world but let's say
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the startup world what does that look
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like so actually one of my friends
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alan he has a company called crewfire
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and essentially
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it's a software company that's built for
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small businesses
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to you know create referral programs for
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the customers meaning like let's say
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you know your instagram brand like a
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swimwear brand you have 100k
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followers on instagram and you're
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selling your product through instagram
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and you want to
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you know have a referral program or some
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kind of ambassador program to get your
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fans to promote your
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products and your brand and things like
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that well you would use this software to
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manage
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all the people that are helping promote
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your brand and you would you know
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exchange
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value in return maybe you would give
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them a commission maybe you would give
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them you know free clothes whatever the
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case is
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so this software manages that entire
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process so this is business business
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because alan
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you know if you kind of see like pricing
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to even buy crew fire right
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you can't even buy it um on the website
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you would have to you know get pricing
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whether it's starter growth or business
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let's say you go into business get
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pricing and then
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you know over here you would schedule a
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call so in this situation
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you know alan is selling a software
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that's not available to consumer regular
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people there it's only available for
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businesses and the only way to buy it is
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if you actually click on schedule a call
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and you book a call with allen himself
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to see you know whether or not
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you're fit to even buy the software
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right so he has to qualify you
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make sure you're a good fit before you
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move forward with the deal now so that's
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business business now
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you know the thing that i'm not talking
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about is b2c right so business to
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consumer so
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some b2c commerce might be let's say you
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are subscribed to netflix right you're
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not necessarily a business
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you're just a regular individual person
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and you go on netflix and you know you
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pay like 10 15 bucks a month
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to get access to netflix right so these
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price points are a lot smaller
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right because it's for regular people to
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buy or if you're let's say going into
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the nike store or adidas and you're
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buying some sneakers that's business to
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consumer because you're not necessarily
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buying like
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let's say you know a thousand secrets
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for your company you're just buying one
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sneaker for yourself
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business to consumer so now that we
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understand the difference between b2b
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sales
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and b2c the next part of this b2b
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process is to understand the different
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b2b
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sales roles that are available and to
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simplify things i'm going to show you
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the ones that are typically
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most common especially if you are
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starting out your sales career so you
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get a feeling
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of you know what these roles are all
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right so the b2b sales rose the first
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one
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that most people start off with is the
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lead generation side which
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is going to be a sales development rep
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right so the role is
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sales development rep and what you will
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be doing is generating leads
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some other names for you know sales
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development reps might be
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sdr um business development appointment
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setter
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lead generation sales associate so no
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matter what terminology companies use
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when they write you know their job
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descriptions and when they're trying to
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hire
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you basically they're all the same thing
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right whether it's business development
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reps sales development reps they all do
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the same thing
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and that is it's their job to generate
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leads
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right to generate appointments with
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their dream customers and then
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get a closer to get on the phone to try
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to close the deal
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so that's the first process generating
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leads whether it's cold email cold
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calling or linkedin to set up
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appointments
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now who exactly are these appointments
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for it's for account executives right so
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that's actually the next stage usually
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um you know after you become sdr you
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would become an account executive an
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account executive
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is somebody who actually is the one who
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gets on the phone with a potential
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customer
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and they are the one that closed the
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deal so some different levels of account
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executive right and this would also be
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like let's say an inbound closer
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might be an account executive a high
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ticket closer is also account executive
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anybody who closes is essentially an
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account executive but there are
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different levels of this right there's
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small medium business smb
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mid market enterprise right so different
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size companies usually
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the more senior you become the more
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higher level people you would actually
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do business with so for example if
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you're a senior
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you might be you know doing big deals
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with like a starbucks or mcdonald's
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right these are enterprise accounts
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where if you can sell into them
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you know it brings in a lot of money
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because these companies you know spend a
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lot on
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whatever it is whether it's software or
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infrastructure
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or you know raw materials you know
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enterprise is where you want to go if
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you want to do
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less deals but each deal is worth a lot
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more now the next step of the b2b sales
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process
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is being an account manager and these
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are people who basically have to renew
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the customer get them to keep buying
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more
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or sell more to the customer with upsell
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or cross-sell
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sell them different things right so once
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you have a customer the next step to
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monetize that customer even more
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is to sell them different things that
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will complement what you already sold to
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them
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so some other names might be customer
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success a growth account executive
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you know a renewals manager these are
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pretty much all the same thing
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and all that really means is monetizing
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your customer even further
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so even though this chart kind of goes
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from left to right where it's sale sdr
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account executive
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and account manager i'm not necessarily
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saying that account manager is the next
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level after
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account executive right because you know
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they're actually just different parts of
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the sales
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cycle so in terms of hierarchy account
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managers are not more senior than
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account
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executives right they're kind of in
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independent parallel branches
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there are different parts of the sale
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cycle so account executives
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they usually close new deals so these
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guys usually get paid the most because
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it's the most difficult to get new
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clients account managers a lot of times
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not even on a sales quota but maybe
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they're on
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you know a different kind of performance
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basis and it's their job just to make
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the customer happy so
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account managers actually there's less
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pressure because you are only working
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with customers who already bought and
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it's actually a lot easier
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but one thing is for sure is that you
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know sales development reps usually
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are you know in the bottom of the totem
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pole because you know they're generating
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leads although
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extremely important um this is where
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most people start
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and you know because it's the entry
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level job so if you are let's say
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starting a sales career and you don't
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have any experience
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maybe you have some random experience
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where you deal with people but you never
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had let's say tech sales experience or
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you know been in an organization where
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they divide up b2b sales like this
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like i said before usually you're going
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to start over here sales development rep
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and these are entry level jobs that you
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can learn on the job and you don't
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really have to have any prior skills to
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do it
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as long as you're good with people um
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you're willing to learn uh you can
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probably do well with this job
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from there you can either become an
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account executive or you can become an
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account manager
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depends which route you want to go
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yourself or you can even be
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the manager to other sales development
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reps right so you want to think of
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each of these different verticals as
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parallel
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verticals where each you know if you're
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a sales member rep you're going to have
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a sales development manager and that's
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going to be a different manager from
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let's say
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the uh account executive manager right
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so these are all parallel b2b
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sales roles and normally when you start
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off as a sales development rep
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you might be doing it for six months to
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two years depending on how good you are
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and how fast you learn
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and then from there you can make a
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decision on whether you want to advance
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into the account executive role and
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start closing deals or if you want to be
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an account manager and help renew
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customers and
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cross sale or if you want to be a
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manager in another capacity
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or you can even go completely left field
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and not do any of these roles and do
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something else within the sales
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organization right there's the sales
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operations customer service you know
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there's so many different roles in sales
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it actually becomes very complex
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especially at large companies at oracle
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but generally when you're starting out
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these are the main three that you kind
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of want to look at to see you know what
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the potential is and then from there
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when you start working at the company
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you'll see you know what works for you
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based on your personality right because
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not everybody wants to be an account
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executive right because a lot of
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pressure doing it some people want to be
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an account manager and that's totally
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okay right so it's really up to you in
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terms of you know what fits best for
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your personality and what
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you want to do on a day-to-day basis so
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that said that's going to be b2b sales
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in a nutshell
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if you enjoy this video make sure to
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give it a like subscribe and turn on
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notifications and let me know in the
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comments you know what's the number one
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thing that you learned
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in this video and if you know b2b sales
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is a career
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that you are interested in because if it
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is i'll go ahead and make more videos
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about it and kind of share how you can
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break into this industry so with that
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said
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my name is patrick hope you guys enjoyed
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this one and i am going to see you guys
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in the next one
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