H+U 202020: Episode 5 of 20 – Bart van de Burgt – the 3 Why’s
Welcome to Hunters and Unicorns, 20/20/20 Mastery Mission.
20 topics, 20 guests for 20 minutes.
We’re here to unlock tribal wisdom from tech sales legends to help you get one step closer to mastery.
Today we are joined by Bart Van De Burgt, Regional Vice President, Benelux & Nordics at Zscaler, the leading cloud security company.
In this interview, Bart shares his wisdom on how to perfect the discovery stage of the sales process. We discuss best practices and practical tips to ensure the discovery process helps you and your prospective customer realise pain, opportunity and a reason to work together.
“Transformational deals start with change, but change is hard – people don’t want to change. If you want to force a change, you first need to help people understand why change needs to happen. What’s wrong with the situation that you’re in and why is it broken? What are the negative consequences that arise from where you are today?”
Everyone in SaaS understands discovery to be the first part of their sales process but in terms of mindset, Bart explains how discovery should continue throughout the entire sales cycle. He provides three fundamental stages and methodologies to help you navigate your sale and align your business outcomes with your customer’s pain points to cultivate better sales conversations and improved win rates.
“Deals are won and lost in Discovery.”
Sharing personal experiences and tips on the art of great discovery, Bart teaches us how to slow down the sales cycle, trust in the process and “sell change” in order to build prospect interest, move opportunities forward and open doors to high-level business stakeholders.
Listen to our story session to discover real life case studies and more on how to apply Bart’s methodologies to everyday business scenarios and learn preparation tactics, research tips, and best practices to prepare for your next discovery meeting.