Episode #276 – Liz Heiman

Liz Heiman’s 4 Cs of Selling

Liz Heiman


Liz Heiman

Liz Heiman is a national sales expert and the founder and CEO of Regarding Sales, LLC. Her firm focuses on building B2B Sales Operating Systems that drive extraordinary growth. 

A digital sales strategy can include social selling, video communication, and great content as a mechanism to communicate with a prospect. Whether selling digitally or in person, Liz Heiman believes that every successful seller models the 4Cs of selling. What are these characteristics? Listen to this episode of Sales Reinvented to learn more!

In this episode of @SalesReinvented, Liz Heiman shares her 4 Cs of selling. Don’t miss it! #Sales #SalesReinvented #DigitalSales #SocialSelling #Communication #Creativity #Curiosity #CompassionClick To Tweet

Outline of This Episode

  • [0:43] The difference between digital and social selling
  • [1:55] How to improve your digital sales
  • [3:42] Liz’s digital selling blueprint
  • [5:46] The attributes/characteristics
  • [7:22] Tools, techniques, and strategies to improve
  • [8:33] Top 3 digital selling dos and don’ts
  • [10:13] Be creative, curious, and compassionate

How to improve your digital sales

Liz emphasizes that good selling is good selling whether it’s digital or in-person. You can’t get away with bad habits anymore because digital noise has become so loud. Just “checking in” isn’t effective. You need to be heard through the noise. If you’re going to be a good seller, you need to understand who you’re selling to and what matters to them. Then you need to have a valid business reason for interacting with them. Be relevant and intentional with your selling in the digital world. That starts with putting in place better basic selling skills.

Liz’s digital selling blueprint

Most of Liz’s clients deal with complex B2B sales (with multiple people involved). So her digital strategy starts with an account-based approach. She works with sales and marketing to reach out to the people who influence buying decisions within a company. It takes a targeted approach with clear messaging and predefined actions that each team takes.

Secondly, Liz recommends checking in on buyers with intention. She has her sales team—the moment they finish the last action—identify what the next action and message will be. That goes into their CRM so when they make the next interaction they remember what they’re supposed to do.

If you have a CRM, take careful notes and list your next action. Use the tool to help you be effective. When Liz makes a call to a prospect, she looks at their last conversation. Secondly, Liz believes sending a video is imperative. If you can’t pop your head in, sending a quick video is a great way to do it.

What does Liz Heiman’s digital selling blueprint look like for someone in B2B sales? Find out in this episode of @SalesReinvented! #Sales #SalesReinvented #DigitalSales #SocialSelling #Communication #Creativity #Curiosity #CompassionClick To Tweet

Liz’s Four Cs of selling

Liz believes it’s the same skills that any seller should have: the “Four Cs of selling.” You need to care about and be compassionate for your customers. You also need to be creative and curious. These skills will help you be effective. If you’re curious, you’ll do research, take notes, and look for pain points. You’ll hear what your customers are telling you and acknowledge and engage with what they’re dealing with.

If you can’t get their attention with one strategy, you’ll get creative and try another. If your solution doesn’t work, how can you find one that does? Those are the things that matter, digital or not. You have to work harder to develop the human connection.

What tools, techniques, and strategies can you use to improve your communication? What are Liz’s top 3 digital selling dos and don’ts? Listen to learn more!

The 4 C’s of communication in action

Liz tells people to use video but she hates video. But a year and a half ago, she decided to send her follow-up notes as a video. She had a client that hadn’t been responding, so she sent a video. One of the prospects had been in the process of firing someone. She asked if he was able to make a decision.

He wrote back and said, “You must have the most amazing CRM that you can remember what we talked about last time.” She cared enough to remember what they talked about and reach out to see if they needed her help. When you care about people and listen to them, it works. Reach out to customers in a way that’s easy, convenient, and helpful for them.

In this episode of @SalesReinvented, Liz Heiman shares why communicating with your customers their way is so important. Check it out! #Sales #SalesReinvented #DigitalSales #SocialSelling #Communication #Creativity #Curiosity #CompassionClick To Tweet

Resources & People Mentioned

Connect with Liz Heiman

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Audio Production and Show notes by

More About Liz Heiman

Are there any great Digital or Social Selling books that you highly recommend? Julie Hansen’s new book, Look Me in the Eye is a game changer.

What do you most admire in the sphere of Digital or Social Selling and why? Brynne Tillman is a brilliant LinkedIn tactician who teaches people how to engage on LinkedIn to build relationships that turn into business.

Are there any aspects of your own Digital or Social Selling skills that you are working on improving at the moment? I am working on using video more effectively.

Hobbies, Interests? I love listening to fantasy and science fiction on Audible. Good writers make us question our assumptions about how things work.  Right now I am buying Apple Watch bands for all my friends.

How can our listeners contact with you? Liz(at)regardingsales.com or LinkedIn