In this episode of the DevReady Podcast, host Andrew Romeo chats with Graham Robinson, the Principal Consultant and Founder of DCE Sales Management Consulting. With over 40 years in sales, Graham shares how the industry has evolved from traditional selling to a modern, empowerment-driven approach. He offers insights on building trust, strategic communication, and the importance of genuine relationships in today’s sales landscape.
Graham shares insights from his extensive sales career, which began in 1983. His journey, from selling consumables for cash registers to dealing with Apple products, highlights the importance of resilience and adaptability in sales. He emphasises that success in sales is rooted in building trust with clients, as people are more likely to buy from those they know, like, and trust.
Graham critiques the outdated practice of feature-benefit selling, which he describes as a “dinosaur.” Instead, he advocates for empowerment selling, where the focus is on helping customers build a business case for change. He stresses the importance of genuine relationships, integrity, and active listening in modern sales. A notable anecdote shared by Graham involves taking responsibility during a government sales pitch, which left a lasting positive impression on his clients.
Further into the discussion, Graham explains the concept of empowerment selling, highlighting the need for a deep understanding of the customer before any outreach. He discusses the importance of creating an ideal customer profile, identifying key factors such as the problem to be solved and the company’s growth stage. He also underscores the value of speaking to the right decision-makers and building a strong business case that addresses critical drivers like revenue, profit, risk, and compliance, all while being mindful of how global events impact businesses.
Graham also emphasises the significance of strategic communication in sales. He explains that salespeople have very limited time to make an impression—7 seconds on a phone call or 18 words in an email. He warns against jumping straight into product demos without first establishing a relationship or understanding the buyer’s needs. Graham advises that demos should be used as proof points only after confirming that the product can solve the client’s problem. Effective selling, he asserts, involves standing out from the noise and building trust before presenting solutions.
Lastly, Graham touches on the importance of adding value through content and becoming a key influencer in the market. He advocates for genuine relationships and authenticity, noting that real impact comes from building honest, human connections, rather than just focusing on profit. Graham shares emotional stories about helping clients in Western Australia, such as the Department of Child Protection, where his team successfully addressed trust issues rather than just technical specifications. These stories highlight the importance of solving real problems and creating value, which are the true hallmarks of successful sales efforts.
Topics Covered
- Graham Robinson’s Sales Journey
- Resilience and Trust in Sales
- Empowerment Selling vs. Outdated Feature-Benefit Selling
- Creating Ideal Customer Profiles and Addressing Business Drivers
- Strategic Communication: Making an Impact in Seconds
- Effective Client Interactions: Strong Openings and Real Understanding
- Authenticity and Influence: Adding Value Beyond Profit
- Real-World Impact: Solving Problems and Building Trust
Important Time Stamps
- Perform Or Piss Off: Graham Robinson on Tough Love in Sales (0:07 – 4:24)
- How Responsibility in Sales Creates Lasting Trust (4:25 – 10:03)
- Empower Your Sales Strategy: Four Metrics That Matter Most (10:09 – 15:10)
- Why Jumping to Demos is a Sales Trap (15:27 – 19:06)
- Opening is the New Closing: The Secret to Successful Sales (19:07 – 24:42)
- Why Being Authentic in Business is More Important Than Ever (24:43 – 30:14)
- Beyond the Sale: The Emotional Impact of Solving Real Problems (30:15 – 39:35)
Useful Links
DCE Sales Management Consulting | LinkedIn
