(This is the third in a series of videos from John “Coach K” Klymshyn, who will present two CP Special Sales Workshops April 14 at Channel Partners Conference in Las Vegas. Klymshyn has worked with the channel as an author, speaker and coach for more than five years. His practical ideas combined with humorous delivery led to the publication of a series of books, including "Move The Sale Forward," "The Ultimate Sales Managers' Guide" and "How To Sell Without Being A Jerk!" He specializes in larger, relationship-based deals, and he has directly helped salespeople at a Technology Services Distributor (TSD) close more than $500,000 a month in recurring revenue. See part 1 and part 2 of Coach K’s enterprise selling video series.)

Here is a transcript of the video:

I’m John Klymshyn, and welcome to yet another video brought to you by Channel Partners in this series, “Enterprise Selling Excellence.”

Today, I want to share three specific things with you. One is the fact that enterprise sales happen because we detach ourselves from the outcome. We are not as involved and focused on transactions as we are on relationships. And while that sounds esoterically wonderful, what it really means is that we're looking for incremental forward motion steps.

In another video, we will begin a conversation about moving conversations forward. Let's start with where our head is and where our heart is. Where our head and our heart is, is that we want to serve and we want to win business. Keeping those in harmony means that I have to detach myself from the ultimate outcome and focus on what can be done during the conversation today that will move the conversation forward. So one of the “Coach K” Rules, which you may hear or read about, is negotiate as if you do not need this deal.

We are going to close business. We know this because we've done it before, focusing on or falling in love with the idea of doing business with this particular firm at this particular rate, with this particular technology. What that does is it really limits our options. Let's make sure that we detach ourselves from the outcome, that we negotiate is if we do not need the deal. What that does is that sets an environment, and by setting an environment, we get to follow yet another rule. It's not my rule. It's a mathematician's rule named Pareto, who discovered the 80/20 Rule. Now you may have heard of this before. How is it relevant to us in enterprise selling? Well, the 80/20 rule means that we listen 80% of the time, and we – no, not talk, not sell, not pitch -- we respond 20% of the time. Think about the difference between talking, pitching, selling, answering and responding, because when we respond, we are in live, harmonious conversation with the prospect.

And then third, whatever questions you feel compelled to ask, I'll say that again, whatever questions you feel compelled to ask, think about whether or not they are based on what you have just heard from the mouth of the prospect. Base your questions on what you've heard live in the 80/20 rule, and detach yourself from the outcome. These are the three key concepts for this video in the Enterprise Selling Excellence series here from Channel Partners.