{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Revenue Unscripted","title":"S01 E11 - The Human Element in Commoditized Industries | Dusty Lloyd","html":"","width":"100%","height":180,"duration":2722,"description":"In this conversation, Dusty Lloyd and Jennica Dixon explore the complexities of B2B and B2C sales, particularly in the mortgage industry. They discuss the challenges of commoditization, the importance of the human element in sales, and the need for sales professionals to understand the pain of change their clients experience. The conversation emphasizes the significance of total cost of ownership over mere price, strategies for growth in a competitive market, and the necessity of differentiation in a commoditized landscape. Dusty shares insights from his experience in the mortgage industry, highlighting the value of building long-term relationships with clients and being a trusted advisor. In this conversation, Dusty Lloyd and Jennica Dixon explore the nuances of building relationships in sales, the importance of networking, and strategies for creating a lean sales organization. They discuss compensation strategies that encourage retention and how to shift from being perceived as a commodity to a trusted advisor in the industry. Dusty shares insights from his experience in the mortgage business, emphasizing the value of personal connections and effective communication in driving sales success.\nTakeaways\nThe mortgage business is highly commoditized, making differentiation crucial.\nHuman interaction remains essential in complex sales processes.\nUnderstanding the pain of change is vital for effective selling.\nTotal cost of ownership should be prioritized over upfront price.\nSales professionals must believe in their value proposition to succeed.\nBuilding long-term relationships with clients fosters trust and loyalty.\nGrowth strategies should focus on training and onboarding new salespeople.\nDifferentiation can come from execution rather than unique offerings.\nSalespeople need to quantify their value to clients effectively.\nNavigating a commoditized market requires a focus on complex, high-stakes transactions. Building rapport is essential in sales, especially with...","thumbnail_url":"https://img.transistorcdn.com/o7-QwvKRWeRC1s6Up6A5uYuSDpmxrBVS6KmkceUWXa8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9kMjI5/NzkyNGNhNmZkNGRk/ODM4Y2FjYzVjNTUy/YTAxZC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}