Asymmetric Selling – The Predictable Revenue Podcast

Joe Paranteau
June 26, 2021

Asymmetric selling is all about understanding the different needs of the people who have the most influence over the people who buy from you and finding bigger strategic opportunities.

On a recent episode of the Predictable Revenue Podcast, Joe Paranteau, a top sales expert with more than 28 years of experience, talked about asymmetric selling and how it has helped him make over a billion dollars in sales in just a few years.

In this article, we’ll talk about the five ways Joe has learned to sell to people with different needs.

Native American Perception of Time

According to Joe, the Native American perception of time is non-linear. It is circular and ever-moving, like a clock or a sundial. Joe finds it helpful to think of the sales process as a non-linear occurrence.

At the end of the sales cycle is both new and continuous: a project launch and the forging of a deeper relationship. But that doesn’t mean you never look back. Quite the opposite. In sales, Joe likens this to looking back at win rates, conversion rates, and other insights to continue improving the process.

Non-linear time also helps salespeople to “sell through the close,” rather than feeling like their responsibilities end when the sale is made. The more effort a salesperson puts into growing the relationship, building a strong customer success plan, and making the buying process smooth, the more likely the deal at hand is to spawn more.

Military Influence

Native Americans serve in the military at a greater rate than any other ethnic minority. Joe explains that it’s part of their warrior culture. So in spite of the fact that he once told himself he’d never join the military, he was drawn to serving and eventually did for a while during and through the end of the Cold War.

Selling Value Proposition

The concept of a selling value proposition has to change based on the dynamic nature, and the asymmetry of the organizations that you’re selling to. You really have to key into what are the popular KPIs that are driving the business overall, and then what the KPIs driving those departmental leaders.

Identifying Your Champion

To identify your champion, look for common behaviors, and ask about their investment in the process. If they don’t know, ask how you can bridge the gap and who in their organization might know. You want to understand what you’re about to do and how it affects the greater business. This is where the sales ladder, a visual representation of how you can sell to your customer, comes into play.

Selling Value Up and Down

Sometimes when you’re talking to the C-levels, they’ll say, “This is going to improve our profit margins incredibly.” You have to be curious and ask that next question and say, “Okay, well, tell me a little bit about some of the line of business processes that this affects. What does this do to your cost of sale?” It’s important to encourage evaluation plans, joint accountability plans, and so forth.

Joe emphasizes the importance of understanding and embracing the unique needs of your buying influencers. By doing so, you can drive larger and more strategic opportunities, sell through the close, and build deeper, more meaningful relationships with your customers.

You can read more at Asymmetric Sales Strategies ⎪Predictable Revenue and watch the interview on (8) Asymmetric Selling – YouTube. The Predictable Revenue Podcast: 203: Asymmetric Selling on Apple Podcasts

Experience Asymmetry – why your young reps struggle selling to older, more experienced buyers – YouTube

Joe Paranteau: B2B Sales Transformation Expert

Joe Paranteau

Joe Paranteau is a B2B sales powerhouse with an award-winning track record. He's spent decades in the tech world, driving major growth for giants like Microsoft and Oracle. But Joe's not just about theory – his strategies are battle-tested and supported by science. He's on a mission to help B2B sales teams crush their goals. Expect engaging content, inspiring keynotes, and the kind of hands-on coaching that fuels results. Ready to level up your sales game? Joe's your guy.


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