Two Tall Guys Talking Sales – Elevating Your Sales Game: Key Strategies for Pipeline Development – E66

Two Tall Guys Talking Sales – Elevating Your Sales Game: Key Strategies for Pipeline Development – E66

Welcome to another insightful episode of “Two Tall Guys Talking Sales,” where hosts Kevin Lawson and Sean O’Shaughnessey dive deep into the crucial topic of building a new pipeline for business growth. In this episode, Kevin shares his expertise on net new pipeline growth, offering valuable strategies for sales leaders and teams to enhance their sales processes and achieve success.

Key Topics Discussed

  1. Net New Pipeline Growth: Kevin emphasizes the importance of building a net new pipeline, focusing on strategic and tactical levels to drive sales success.
  2. Activities That Matter: The discussion highlights the significance of consistent, purposeful activities that contribute to sales success, moving beyond quotas to meaningful engagement.
  3. Sales and Marketing Synergy: Kevin stresses the need for sales and marketing to work harmoniously, focusing on acquiring and retaining customers through collaborative efforts.
  4. Role of Sales Leaders: The episode delves into the responsibilities of sales leaders in ensuring their teams focus on the right activities and engage with the right prospects.
  5. Importance of Sales Process and CRM: Kevin discusses how a well-structured sales process and effective CRM usage are crucial for managing and converting leads effectively.
  6. Personal and Professional Brand Building: The conversation touches upon the importance of salespeople growing their network and brand to attract the ideal client profiles.

Key Quotes

  • Kevin: “Activities do matter… It’s about doing the things consistently over time that we know return success.”
  • Kevin: “Sales and marketing should be complimentary, not adversarial… Our whole goal is to acquire and retain customers.”
  • Kevin: “As salespeople, we have a responsibility to be intentional… about creating enough relevant content via activity to get in front of the right people.”

Additional Resources

  • Sales methodologies like MEDDPICCC, SOAR, and BANT.

Summary

In this episode of “Two Tall Guys Talking Sales,” Kevin Lawson discusses the critical aspect of building a new pipeline for business growth. He provides a comprehensive overview of the strategies and activities necessary for sales success, emphasizing the synergy between sales and marketing, the role of sales leaders, and the importance of a well-structured sales process. This episode is a treasure trove of insights for sales professionals looking to enhance their approach to sales and achieve their goals in the coming year. Don’t miss this opportunity to learn from the experts and elevate your sales game.

Unlocking Sales Potential with MEDDPICCC: A Comprehensive Guide

Unlocking Sales Potential with MEDDPICCC: A Comprehensive Guide

Elite sellers are the linchpin of any successful sales organization. These high-performing individuals are often the highest-paid employees within a company—and for a good reason. Their skills in identifying, qualifying, and closing opportunities bring in significant revenue and provide a competitive edge in the marketplace. So, how can you groom an average salesperson into an elite seller? Enter MEDDPICCC, an advanced sales qualification methodology that serves as a roadmap for understanding every component of a purchasing decision process and, therefore, the sales process.

If you’re serious about elevating your sales game, you cannot afford to miss our in-depth video tutorial on MEDDPICCC. This comprehensive guide explores the nuances of transforming your business by adopting this powerful tool. By the end of the video, you’ll be better equipped to forecast sales accurately and close more deals efficiently.

This blog post will offer a sneak peek into what MEDDPICCC entails, why it’s crucial for your sales strategy, and how to get started.

Understanding the MEDDPICCC Methodology

What is MEDDPICCC?

The acronym MEDDPICCC stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identify Goals, Coach, Champion, and Competition. Each component provides critical insights into a prospective customer’s buying experience, helping sales reps tailor their approach accordingly.

The core benefit of MEDDPICCC is that it assists you in qualification. Knowing whom to target and how to approach them is essential for any sales professional. When you focus on quality over quantity, you save time, effort, and resources—allocating them where they’ll make the most impact.

One of the most frustrating challenges in sales is forecasting. Without a structured approach, your predictions are little more than educated guesses. MEDDPICCC gives you a robust framework for assessing opportunities, enabling you to forecast with a greater degree of accuracy. What is the decision process within the prospect? If you don’t know, how can you forecast a date or even the size of the deal? How does the prospect issue orders to new vendors? If you don’t know, the timing of the order after you have “won” is probably just a guess, and it is likely incorrect.

How to Get Started with MEDDPICCC

Acquainting Your Team: The Crucial First Step

The inception point of any change within an organization lies in awareness and education. You can’t implement what you don’t understand. This tenet holds especially true for MEDDPICCC, a methodology that demands a nuanced understanding of multiple components. Comprehensive training isn’t just for your sales professionals; it extends to sales managers and even C-suite executives. Why? Because MEDDPICCC isn’t just a sales tool; it’s an organizational strategy.

Think of your company as a well-oiled machine. For the machine to work efficiently, each big or small cog must perform its function seamlessly. Sales managers will use MEDDPICCC for strategizing and forecasting. Executives will use it for decision-making and setting organizational objectives. Hence, the methodology must permeate through your corporate hierarchy.

Actionable Steps:

Building a Repository of Cases: The Power of Real-World Examples

Once you have an understanding, the next logical step is application. Here, a repository of case studies can be invaluable. These aren’t merely stories but instructional narratives that bring the MEDDPICCC components to life. They serve a dual purpose: validating the methodology and offering a blueprint for its practical application.

Consider the power of a case study in explaining, for instance, the importance of ‘Identify Pain’ in the sales process. A well-documented case could vividly demonstrate how understanding a client’s ‘pain points’ led to a tailored solution, leading to a successful deal closure. Such concrete examples are invaluable for training, reiteration, and continuous learning.

Actionable Steps:

  • Collect past sales data and identify cases where MEDDPICCC components were effectively employed.
  • Engage with your sales team to document their successful sales narratives.
  • Regularly update this repository as new cases emerge and ensure it is easily accessible to the entire team.

Continuous Monitoring and Fine-Tuning: The Never-Ending Cycle

Implementing MEDDPICCC isn’t a one-off event; it’s an ongoing process. Your marketplace isn’t static; it’s dynamic and ever-changing. Likewise, your MEDDPICCC strategy should be flexible and capable of adapting to new challenges and opportunities.

Continuous monitoring allows for a feedback loop that helps you assess how well your strategy works. Are you qualifying leads more effectively? Is your forecasting becoming more accurate? Use key performance indicators (KPIs) to gauge these factors. But don’t just stop at assessment; make the necessary adjustments to ensure the methodology aligns with your evolving business goals.

Actionable Steps:

  • Establish a set of KPIs specifically for evaluating the effectiveness of MEDDPICCC.
  • Conduct quarterly reviews to assess how well the methodology is aiding your sales process.
  • Make data-driven adjustments to your MEDDPICCC strategy, and inform your team about these changes.

The Roadmap to MEDDPICCC Mastery and the evolution to elite selling

  • Begin by watching our comprehensive video guide on MEDDPICCC. This long-form content is designed to give you a complete understanding and is packed with actionable insights.
  • Conduct a workshop on MEDDPICCC with your sales team. Options for half-day, full-day, or two-day workshops are available. Interested parties should contact Sean@NewSales.Expert or use our calendar to make an appointment with Sean.
  • Introspect: How well does your existing sales process align with the MEDDPICCC methodology? Where do gaps exist, and what steps can you take to close them?

For those who want to make the transition from average sellers to elite sellers, understanding and implementing MEDDPICCC is not optional—it’s imperative. Armed with this methodology, you’ll be better positioned to qualify your opportunities, allowing you to focus your time and resources where they’ll deliver the most value. In addition, it empowers you to forecast sales with unprecedented accuracy.

Don’t miss the opportunity to dive deeper into MEDDPICCC by watching our detailed video tutorial. If you are serious about achieving bigger and more profitable sales opportunities, this video is your first step on the path to mastery. For those interested in more personalized guidance, I offer specialized workshops tailored to your business needs. Feel free to reach out and start your journey towards sales excellence.

Now, ask yourself this: Are you ready to elevate your sales strategy with MEDDPICCC? If so, your first action should be to watch the video. Because remember, knowledge isn’t just power; it’s profit.

August Newsletter

August Newsletter

I hope you enjoy my August Newsletter

I hope you enjoy my August Newsletter

Published: Tue, 08/15/23


Sean O’Shaughnessey
CEO and President
New Sales Expert LLC
[email protected]
513.348.8700

6561 Bluegrass Way
Mason OH 45040
US


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The Kaivac Impact: Harnessing Faith, Innovation, and Sales Excellence in the Cleaning Industry

The Kaivac Impact: Harnessing Faith, Innovation, and Sales Excellence in the Cleaning Industry

Bob Robinson, Jr., and his mechanical-engineer father, Bob Robinson, Sr., came up with the idea for a product the world truly needed 25 years ago: a “no-touch” restroom cleaning machine. Their company, Kaivac, is a Hamilton, OH-based manufacturer of cleaning machines. Hamilton is a suburb of Cincinnati, OH.

Bob Robinson, Jr.

“We were on our hands and knees, crawling around the bathroom,” recalls Bob, Jr. “It was disgusting. We said, ‘There’s got to be a better way.'” 

Through hard work and dedication, the Robinsons created the KaiVac to help solve that initial problem in public restrooms. Over the years, they grew the idea to create dedicated machines to clean kitchen floors, hallway floors, and grocery displays. Beyond its bathroom cleaning technology, it has expanded into floor cleaning and spill response machines and has 18 patents with 16 pending.

Along with growing their manufacturing capabilities, they also grew their sales capabilities. They adopted a hybrid strategy of selling through distribution and selling directly to key customers. Their direct team, under the leadership of Bob Robinson, Jr., who had taken on the role of VP of Sales, closed many enviable customers with massive deals, including Walmart, Kroger, and Target.

They realized that they needed to step up their sales professionalism after having a down year during COVID after having a record-breaking year the year before. They wanted to grow to $75 million in annual revenue within three years and a Big Hairy Audacious Goal (BHAG) of $1 billion in annual revenue within 20 years. 

Bob Jr. says Kaivac is just getting started. “At 20 to 25 years in business, you’re at an inflection point where you’ve got resources, tenure, and history and have been through ‘adolescence,'” he says. “Now is the chance to build a professionalized organization.”

They contacted New Sales Expert LLC as the nation was coming out of the global pandemic, but before all the supply chain problems had paused. New Sales Expert LLC is a fractional vice president of sales consultancy. Sean O’Shaughnessey, the CEO of New Sales Expert, is aligned with SalesXceleration and has 38 years of experience in sales and sales management.

According to Sean, “Kaivac is a joy to work with. They are the shining star of Hamilton, OH, and Butler County. They had so much raw potential when I walked in the door; all I had to do was to focus their energy and enthusiasm on working smarter and just a little harder.”

Building an organization with a heart

Bob Robinson, Sr.

Kaivac had a great culture to build on to make a great sales culture. Before Sean showed up, the company leadership had already developed their One-Page Strategic Plan and their “Why?” statement that reflects the owners’ Christian faith: “To glorify God by using KAIVAC as an instrument for Good.” 

In addition to the “Why?” statement, they had drafted an acronym called FIGS that conveys the “heart” of the company. FIGS—which appears on signs that hang on the factory floor and in break rooms—stands for 

  • F: “First shall be last, last shall be first.”
  • I: Integrity—as in “The truth shall set you free.”
  • G: Golden Rule—meaning “treat others how you want to be treated.”
  • S: Servant’s Heart, as in “We are in a race to help people.”

The company uses the first three letters of its name–KAI–to inspire the team’s thinking and actions. These letters stand for inspiring phrases such as: “Keep At It,” “Keep Always Improving,” “Keep Attempting the Impossible,” and “(creates) Kick-Ass Inventions.” 

Prioritizing net income and growth

Sean’s first change was to make a compensation plan that motivated the sales team to sell bigger deals and to sell them quickly. Kaivac implemented a 50/50 plan in concert with defined territories to keep the Key Account salespeople focused on the goal of more significant and profitable orders.

After the motivation component was in place, it was time to help the team learn how to sell big deals more repeatedly. The big deals of the past had been challenging to work on and, while very profitable, had been disruptive to close. Sean encouraged the company to read John McMahon’s book, “The Qualified Sales Leader,” and with that tome as inspiration, quickly deployed MEDDPICCC to help them qualify deals. 

MEDDPICCC by itself is not enough. The company had already licensed Salesforce, one of the highest-rated CRMs on the market, but Sean put MEDDPICCC into the various stages of the sales process to ensure that the salespeople knew all the required information about a big deal. Sean also created dashboards within Salesforce to track deal progress at the management level. The company implemented Sales Plans for Key Accounts and the Power Matrix to document the most influential people in the customer’s decision-making process.

The very first big deals that the company found after Sean started to help them also benefited from the Decision Timeline. The Decision Timeline is a tool to allow the sales team to walk through the entire decision-making process of the customer to understand all of the steps required to make a significant investment decision. It allowed frank and honest conversations to take place with the prospect as the team worked to close the largest deal in the company’s history to date.

Time to run on their own

Mike Perazzo, Allen Randolph, Bob Robinson, Jr., and Nick Wehby after passing their Certified Sales Leader exams.

As with most of the assignments with New Sales Expert, LLC, the goal is to allow the company to run independently. Bob Robinson Jr. was the company’s VP of Sales. Still, he needed to shed those responsibilities to help run the entire company. To finish the transition, Bob and three of his leaders took SalesXceleration‘s Certified Sales Leadership course delivered by Sean O’Shaughnessey. 

The Certified Sales Leader (CSL) designation is the country’s most comprehensive sales leadership certification program offered. CSL leadership training and certification will prepare you with the analytical, tactical, and strategic sales management skills needed to drive revenue growth now…and into the future. CSL training expands the skill set of a Sales Manager by providing coaching, techniques, and tools to lead a successful sales team. 

All four Kaivac leaders passed the CSL test. One of them, Mike Perazzo, was tagged to take over as Executive Vice President of Sales. According to Mike, “Sean is a master coach for helping shape sales process and methodology. Following his methods will help grow sales faster, transactionally, and strategically. Often a couple of pieces of the puzzle are missing, and Sean helps quickly identify them.

You have everything to gain by having Sean look at your current approach. He is a change agent and disruptive to the status quo. Pushing the pace and flow of deals is his sweet spot. I am a better sales leader because of my time with him.”

Bob Robinson, Sr., and Jr. with their sales team celebrating a recent patent award

Sean O’Shaughnessey of New Sales Expert, LLC states, “Kaivac is a wonderful company. They have created a line of machines that gives pride to the workers in one of the toughest jobs in America – keeping things clean. They are focused on the success of their customers and their employees. They had all of the raw skills within their sales team to be a great sales organization; they only needed me to focus them on activities and techniques that allowed them to close bigger deals faster and at a higher profit level.”

“If anyone works in a clean building with clean restrooms and hard surface floors, they are either cleaning it with Kaivac technology or paying too much for that cleanliness,” Sean explains.

Revenue and profitability have grown since Sean helped Kaivac develop a higher level of sales professionalism. Recent results have shown a dramatic increase in revenue and profitability. The sales and revenue growth have allowed the entire family of Kaivac to prosper. The Robinsons have always considered their employees an extension of their family. The company’s prosperity is passed along to team members through a bonus structure for the whole company. It all fits into the spirit of Kaivac. Bob Jr. says, “Our organization was built to have heart.”

If you want to learn more about Kaivac, you can head to their website at www.Kaivac.com. You should also check out this video: The Story of Kaivac. Kaivac is on its way to outer space on revenue growth, and everyone should check out their entertaining Q3 kickoff video about the growth of Kaivac.

To learn more about Fractional Sales Management and how it can help your company, go to www.NewSales.Expert.

The Story of Kaivac
Champions & Coaches: Understanding Key Players in Your B2B Sales Strategy

Champions & Coaches: Understanding Key Players in Your B2B Sales Strategy

In the intricate and often unpredictable world of B2B sales, two terms frequently arise: “Champions” and “Coaches.” While somewhat similar, these labels correspond to entirely distinct roles in the sales process. Each plays a vital part, yet misinterpreting or misusing these roles can lead to the loss of your sales opportunity. Many experts believe that believing you have a Champion when you only have a Coach is the biggest problem in long-running sales campaigns.

This article aims to delve deeper into the specific role of the Champion, introduce an innovative strategy known as “Champion Chess,” and illustrate how these elements can transform your B2B sales approach for the better.

Coaches and Champions are both part of the Opportunity Qualification system known as MEDDPICCC. MEDDPICCC stands for

  • M – Metrics
  • E – Economic Buyer
  • D – Decision Criteria
  • D – Decision Process
  • P – Paperwork Process
  • I – Identification of Goal
  • C – Coach
  • C – Champion
  • C – Competition

Deep Dive into the Role of Champions

In the sales universe, a Champion isn’t merely a supporter of your business or service; they actively advocate for your product or service within their organization. Champions usually occupy a strategic position within their company, influencing decision-making processes that can make or break your sales success.

The power of a Champion in the sales process is remarkable. They can effectively expedite sales cycles by persuading their organization of your product’s value, thus overcoming internal objections and resistance. Their advocacy of your solution goes beyond the superficial – they believe in your product’s merit and fight for its adoption and success within their organization. These qualities make Champions an invaluable asset and integral to any successful B2B sales strategy.

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Two Tall Guys Talking Sales Podcast – Navigating Your Sales Pipeline: Effective Strategies for Conversion Success – Episode 37

Two Tall Guys Talking Sales Podcast – Navigating Your Sales Pipeline: Effective Strategies for Conversion Success – Episode 37

On this insightful episode of Two Tall Guys Talking Sales, co-hosts Kevin Lawson and Sean O’Shaughnessey dive into a crucial aspect of successful sales: managing and organizing a sales pipeline.

Episode Highlights:

  1. The Pipeline Mess: Sales pipelines, just like a room full of kids’ sports gear, can often become chaotic. Sean and Kevin discuss the importance of maintaining a clear and clean pipeline for better sales results.
  2. Salespeople vs. Customers: Sean brings attention to an essential difference between a prospect exploring an idea and a prospect making a purchase. Just because a customer is talking to a salesperson doesn’t mean they’re buying.
  3. Clarifying Sales Terminology: Kevin emphasizes the importance of using correct terminology. He defines a lead as a piece of data and a prospect as someone engaged in an active sales discussion. Establishing this common language helps untangle potential confusion in the pipeline.
  4. Understanding the Buying Process: Sean explains the importance of knowing where you stand with the customer. He suggests asking, “Does the prospect know they’re buying something?” If the answer is no, it may still be early in the buying process.
  5. Economic Buyer and Decision-making: Both Sean and Kevin delve into the role of the Economic Buyer, who can control a budget and make purchasing decisions. They illustrate how understanding the different roles within the buying process can optimize the sales strategy.
  6. Goals vs. Pain: Sean warns against focusing solely on pain points and emphasizes that it’s essential to consider the customer’s goals. The failure to achieve a goal can often be a bigger pain point and, therefore, a more significant motivator to make a purchase.

Listen to the episode to get actionable advice on managing your sales pipeline effectively. Ideal for sales leaders, business owners, and salespersons, this episode is packed with insights, real-life experiences, and strategies to boost your sales results. If you’re looking to tidy up your pipeline and refine your sales strategies, this episode is a must-listen.

Influence and Advocacy in Sales: The Impact of Coaches and Champions

Influence and Advocacy in Sales: The Impact of Coaches and Champions

Every successful sales process relies on a deep understanding of the many moving parts within the targeted organization. Key among these are the internal influencers who can significantly shape the trajectory of your sales campaign. In the realm of sales, two roles stand out: ‘Coaches’ and ‘Champions.’ Both can impact your process differently, so a firm grasp on who they are, what they do, and how to engage with them can be pivotal for your sales success.

MEDDPICCC is an evolution of the MEDDIC sales qualification methodology that’s proven to be particularly effective for B2B enterprise sales organizations. At its core, the MEDDPICCC methodology aids organizations in ensuring they are working on the right deals and concentrating their efforts effectively to secure wins​.

MEDDPICCC extends the MEDDIC acronym to include an additional ‘P’ for Paper Process, ‘C’ for Competition, and ‘C’ for Coach. The inclusion of the ‘Paper Process’ reflects the increased complexity in technology purchasing compared to the past. Factors such as the shift from perpetual licenses to subscription agreements and enhanced data security and privacy requirements have intensified the contractual obligations between vendor and customer. Consequently, the ‘Paper Process’ has emerged as a significant factor influencing sellers’ forecasts, warranting its inclusion in the methodology​.

The second addition, ‘Competition,’ acknowledges the intensified competitive landscape in the current era. Competition can come from various sources: new companies emerging rapidly with the help of modern technology, other vendors vying for the same budget and resources, potential in-house solutions, or the choice to maintain the status quo. Understanding and navigating these competitive elements are critical to a seller’s forecast accuracy and deal success, thus necessitating the inclusion of ‘Competition’ in MEDDPICC​C​.

The third addition to MEDDPICCC is ‘Coach,’ and it is added to understand that there are frequently those people in an organization that will give you knowledge and advice about the sales opportunity, but they do not rise to the level of a Champion. One of the biggest mistakes a salesperson can make is confusing a Coach with a Champion. They may be your advocate and are pushing your product or service to other influencers in the account, but don’t let that confuse you. Without true power and the ability to sway the final decision with the Economic Buyer, you merely have an influencer. Let’s make no mistake; a Coach is also very important in a deal. They are a “guide” that you typically have more access to and can generate imperative touchpoints that help keep the deal moving forward.

In essence, MEDDPICCC is a comprehensive, strategic framework that equips sales teams with the necessary tools and insights to identify and pursue the most promising opportunities effectively, navigate the intricate contractual landscape, and outperform the competition. By adopting and mastering the MEDDPICCC methodology, less experienced salespeople can enhance their sales performance and contribute significantly to their organization’s success.

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