Behind the Deal: A Perspective from an Economic Buyer

Revenue Builders

Apr 25 2024 • 1 hr 1 min

This episode features an insightful conversation on selling to the economic buyer with guests Carl Froggett, CIO at Deep Instinct, and Joe Lynch, Sales Director for the East at Deep Instinct. Before they were colleagues, Joe sold to Carl. Carl shares his extensive experience as an economic buyer in tech deals, highlighting the importance of account executives not wasting his time with generic pitches or vendor bashing, and instead focusing on understanding his business needs. Joe discusses his approach to selling to Carl at Citi, emphasizing the value of doing thorough research, building trust, and creating a tailored value proposition. The discussion also covers strategies for forming genuine partnerships with clients, the challenges of navigating sales processes within large global banks, and the innovative threat prevention technology offered by Deep Instinct. The conversation provides valuable insights for B2B sales professionals on effectively engaging with economic buyers and fostering long-term partnerships.

Tune in and learn more about this episode of The Revenue Builders Podcast.


[00:00:45] Diving Deep: Selling to the Economic Buyer
[00:01:43] Insider's Take: Carl Froggett on Vendor Engagement
[00:07:20] Joe's Approach: Research and Value-Based Selling
[00:14:40] Building Trust and Partnership in Sales
[00:26:28] The Art of Prioritization and Flexibility in Tech Solutions
[00:33:44] Building Trust and Overcoming Challenges in Sales
[00:34:13] Innovative Solutions to Business Disruption
[00:35:51] Strategic Partnerships and Economic Decisions
[00:37:55] Navigating Internal Company Dynamics for Sales Success
[00:57:20] Deep Instinct: A New Frontier in Cybersecurity


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Connect and learn more about Joe Lynch.


[00:38:48] “There needs to be transparency internally at a company about how a large global bank operates. Our product is fantastic, but they do have their procedures and their policies for how they evaluate new tech and onboard new tech and understanding what those timelines realistically look like.”
[00:54:05]  “I will always pivot back to where's the value prop for my business and my company ultimately.  And like I say, timing is part of it.”