Crafting Powerful VBR's with Emily Estey

The LeadG2 Podcast

In this episode, we’re exploring how to go about creating valid business reason’s (AKA, VBR’s) that are truly compelling, that clearly convey the reason why people should want to meet with YOU!
We ask questions like: what are some top tips to think about when crafting a VBR? What are some common mistakes to avoid? And how should sales leaders go about coaching their sellers in the process of developing VBR’s?
Joining me to help break it all down is Emily Estey, VP/Senior Consultant at The Center for Sales Strategy.
Emily brings up some great points from her years of experience, like:

• Why a solid VBR should communicate 3 aspects: empathy, expertise, and problem-solving ability.
• How a solid VBR is not about you, it’s about the product.
• And finally, why thinking like a consumer can provide some of the greatest insights when creating a valid business reason.

Links:
Emily Estey
Dani Buckley
LeadG2

Chương

1. Crafting Powerful VBR's with Emily Estey (00:00:00)

2. What is a Valid Business Reason? How Are They Used? And Why Are They Important? (00:01:41)

3. Tips and Best Practices for Creating Solid VBR's (00:03:27)

4. Common VBR Mistakes to Avoid (00:07:40)

5. Utilizing AI in the Creation of VBR's (00:09:24)

6. How Can Leaders Best Support Salespeople in the Creation of Solid VBR's? (00:13:03)

7. Final Thoughts: Think Like a Consumer (00:17:51)