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How MSPs Can Increase Sales Efficiency by Understanding Buyers at Scale | James Farrow

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In this episode, Dani Woolf interviews James Farrow, co-founder of Cyft, about his journey from cybersecurity sales to building a solution that helps IT buyers and MSPs.

James shares his change moment when he realized the importance of understanding customers as people and the challenges they face in the buying process.

He discusses the insights he gained from conducting customer research and how Cyft is evolving to better serve the IT community.

James also highlights the role of AI in enhancing the sales process and the importance of transparency in vendor-buyer interactions.

Guest at a Glance

💡 Name: James Farrow

💡 What he does: James is the Founder and CEO of Cyft

💡 Where to find James: LinkedIn

💡 Noteworthy: James has a background in cybersecurity sales and made the shift to building a solution that truly serves the needs of IT buyers and helps them make informed decisions. He is passionate about understanding customers as people and providing transparency in the sales process.

Key Takeaways

  • Understanding customers as people and approaching sales conversations with empathy can lead to better outcomes and stronger relationships.

  • The gap between the way cybersecurity products are sold and how IT buyers want to buy creates challenges and confusion in the market.

  • Cyft is focused on helping MSPs and value-added resellers serve their customers by providing tools that streamline the sales process and enable better communication and collaboration.

  • AI can be a powerful tool for sales professionals, allowing them to capture and access important information quickly and easily.

  • Transparency and accessibility are key factors in building trust and improving the vendor-buyer relationship.

The Power of Transparency and Accessibility

One of the cardinal rules that IT buyers often break is not being transparent and accessible in their interactions with vendors.

Many buyers fail to provide feedback or communicate their needs effectively, which can lead to misunderstandings and missed opportunities.

By being upfront and honest about their requirements and expectations, buyers can help vendors tailor their offerings and provide a more personalized experience.

Additionally, buyers should avoid blacklisting entire organizations based on one negative experience with a salesperson.

Instead, they should provide constructive feedback and give vendors an opportunity to improve.

Understanding AI in Sales

Artificial Intelligence (AI) is not novel; it's a practical tool that sales professionals are using today to gain an edge.

AI in sales involves using intelligent systems to analyze large volumes of data, identify patterns, and provide actionable insights.

This technology can predict customer behavior, automate routine tasks, and deliver personalized experiences at scale.

For MSP sales teams, AI can help more efficiently and quickly understanding a client's needs, anticipating issues before they arise, and crafting solutions tailored to each customer.

By leveraging AI, sales reps can focus on what they [should] do best—building relationships and closing deals—while the machine handles the number crunching and data analysis.

This synergy allows sales pros to be more proactive, informed, and responsive in their sales strategy, leading to better outcomes and a stronger competitive position in the market.

Streamlining the Sales Process with AI

There is often a disconnect between how buyers want to purchase and how vendors approach the sales process.

Many IT buyers find the buying process overwhelming and are looking for a more streamlined and transparent experience.

This is where Cyft comes in. Cyft is a company that aims to bridge the gap between buyers and vendors by providing tools and solutions that align with the preferences and needs of IT buyers.

One of the key features of Cyft is its speech-to-CRM technology, which allows sales professionals to have more productive conversations with buyers.

This feature eliminates the need for manual note-taking and administrative tasks, allowing sales reps to focus on building relationships and understanding the needs of their customers.

By simply dictating into their phone, sales reps can quickly access information about their deals, filter through data, and gain valuable insights.

This AI-powered tool acts as a second brain, helping sales professionals remember important details and provide a more personalized experience for buyers.

The Future of B2B Software Sales

Looking ahead, Cyft envisions a future where software sales and procurement are reimagined to better serve the needs of IT buyers.

The company aims to make information more accessible and enable buyers to easily compare vendors and their offerings.

By leveraging AI technology, Cyft can provide buyers with the tools they need to make informed decisions and create business cases that align with their compliance requirements.

Ultimately, Cyft's goal is to transform the way software is bought and sold, making the process more efficient, transparent, and customer-centric.

Interested in sponsoring an episode like this with your target buyer?

→ Reserve your sponsorship here. ($2,575)

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