Episode 81: Empathy in the Digital Age: Navigating Human-Centric Sales with Shawn Sease

Guest Bio

We serve as a counterbalance and a voice of reason with data to prove it against the over-specialization of sales roles and their inefficiencies.

We’ll help you avoid the modern sales trap of gaining short-term tactical wins at the expense of a long-term strategic defeat.

Are you struggling to open doors and “create” interest & curiosity that turn into scheduled meetings?

Feel like reps are stumbling through discovery and not getting the “truth” from prospects?

Unable to escape features & benefits selling that instantly commoditize you instead of effectively positioning yourself as a strategic partner in your prospect’s long-term vision, revenue, and growth goals?

If you answered “yes” to any of those three questions, it’s safe to say you may have an imperfect understanding of outbound sales and cold calling.

And that’s okay…

You’re probably just “rushing” and that’s doing more damage than good.

Slow it down, because…

Our North Star is that regardless of whether or not we end up doing business together, we end up better off than where we started.

Our experience?

30+ Years of Outbound Sales: Creating, advancing, and closing deals.

Most people do not have the stomach to do Outbound correctly, and most advice is inexperienced, amateur, and short-sighted.

We stick to the basics, fundamentals, and mechanics to create, advance, and close opportunities.

Use my “Book an Appointment” link to schedule an intro call.

If you’re not here to learn more about Outbound, let’s connect anyway.

Here’s a little bit more about me…

I’ve been skydiving (parachute rigger USMC) to the bottom of the ocean via SCUBA. I’m a Master Brewer. I try to play acoustic guitar (Martin 000-16GT). I’ve written code. I’m never alone – full of faith and spirit.

I’m a single dad of 3 daughters and a grandpa to 1 grandson (May 2023).

Living by the Platinum rule: Treating people how they like to be treated.

Instead of looking for the right people to be around, we work to be the kind of people others would like to be around.

I was born on 05/27/1971 — I turned 52 in May 2023. Over the last few years, I’ve taken on a fitness routine and healthier lifestyle.

I look forward to chatting and learning more about you, what you’re working on, and where you’re headed.

With success in mind,

Shawn Sease
530-349-0029 (Mobile/Text – Call or text anytime)

AA-ISP – Certified Inside Sales Pro
DISC Selling Certified Trainer & Coach
Certified Scrum Master

Recap & Takeaways

Key Takeaways

• • [01:33] Dane introduces Shawn Sease and learns about Shawn’s history in prospecting. He starts selling chocolate bars and raffle tickets in Silicon Valley, getting into high-tech sales. 

  • [2:19] Shawn experiences the evolution of sales from traditional methods to the current tech-driven environment with specialized roles and various tech tools.

  • [03:37] Shawn runs an electronic document storage company, sells that business in 2004 to start a brewery, and then discovers the SDR (sales development role) and how the industry specialization leans into software solutions instead of the human element of people picking up a phone to cold call. 

  • [4:22] Shawn Sease discusses the evolution of the sales development role, emphasizing the shift towards over-specialization and lack of human touch in sales processes. Shawn highlights the challenges of modern cold calling, suggesting that success requires accepting rejection and being prepared for it. 

  • [08:46] Makes every sales engagement two-way, understanding the average length of cold calls and mastering the fundamentals. 

  • [15:45] Dane Groeneveld values building rapport in sales calls instead of being immediately bombarded with features. He appreciates it when the other person listens to objections and responds humanely and understandingly rather than questioning affordability. 

  • [18:00] Shawn Sease discusses the challenges of over-specialization in roles, emphasizing that what works is more important than the “right” way. Shawn stresses the importance of trust and empathy in sales. 

  • [22:18] Intent data, the negative side of too much data is no decision and buyer’s remorse. 

  • [26:27] Tech Stack Tetris, navigating companies’ many tools. 

  • [29:18] Shawn Sease discusses the precision in tools like message market fit and product-market fit before gathering information from people. Building high-precision strategies without interacting with the target audience may result in missing the mark. 

  • [31:06] During discovery calls and campaign planning, set realistic expectations for follow-up list-building time. Avoids overpromising meetings per month, as initial success may be due to luck or persistence in prospecting. 

  • [32:18] Shawn Sease emphasizes the importance of setting expectations with new clients about the time required to build follow-up lists. Curate lists and follow-ups are crucial for timing in engaging clients. 

  • [35:34] Shawn Sease outlines the four levels of selling in Anthony Iannarino “The Only Sales Book You’ll Ever Need.” Level one focuses on the product’s features and benefits. Level two emphasizes customer support and problem resolution, and level three addresses specific pains and problems. Level four involves strategic selling, partnership building, and understanding the organization’s strategic future. The approach starts with developing trust and rapport before pitching products or services. 

  • [40:33] Shawn Sease highlights the impact of personality types on team dynamics, emphasizing the need for a balance between people-oriented and process-oriented individuals. 

  • [44:45] The conversation discusses challenges in sales alignment and automation driving precise targeting. It also touches on teamwork, compensation based on team goals, avoiding over-specialization, and the importance of human connection in sales. 

  • [46:04] Dane summarizes key points. 

  • [47:10] Salespeople who want to get up and get excited about their work are a special kind of people.