Welcome to another episode of Two Tall Guys Talking Sales with your hosts, Kevin Lawson and Sean O’Shaughnessey. In this riveting episode, we take a deep dive into the often talked about but seldom mastered topic: Buyer Personas. Whether you’re listening on a Tuesday drive back home or on a Wednesday morning commute to work, this episode is packed with actionable insights to set you up for the rest of your week, month, and quarter. Tune in to find out how to create accurate buyer personas that can help you make smarter sales and marketing decisions.
📝 Key Topics Discussed:
- Defining Buyer Personas: Kevin and Sean explore what a buyer persona really is and why it’s crucial for sales success.
- The Importance of SWOT Analysis: Kevin explains that creating a buyer persona isn’t a one-off task; it begins with understanding your SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis.
- Ideal Client Profiles & Unique Selling Proposition: Why understanding these can help fine-tune your buyer personas.
- Digging into Demographics and Psychographics: How to gather and utilize this data to develop detailed buyer personas.
- Quarterly Business Reviews (QBRs): Sean shares insights into who should be involved in these reviews and the type of questions that can help enrich your buyer personas.
🗨️ Key Quotes:
- “If you’re out there and wondering how to get this process started, thinking that you’ve already done a SWOT analysis…now’s the time to talk about buyer personas.” – Kevin Lawson
- “Salespeople are valuable. Salespeople are important to the sales process. And it is your job to teach your company about your customers.” – Sean O’Shaughnessey
- “Salespeople are great people day in day out. We shouldn’t have to pay a tax because of bad salespeople doing bad things in the marketplace.” – Kevin Lawson
📚 Additional Resources:
🎧 Why You Should Listen:
Crafting an accurate and effective buyer persona isn’t just a task; it’s an art. This episode provides not only the theory but also the actionable steps you can take to create buyer personas that resonate with your target market. From initial concepts to understanding your customer needs during a QBR, Kevin and Sean have packed this episode with tools you can use immediately. Listen now to avoid the pitfalls and fast-track your way to sales success.
Ready to revolutionize your sales approach? Hit that download button and tune in now! 🎧
Dive deep into the world of competitive analysis with Kevin Lawson and Sean O’Shaughnessey in this engaging episode of Two Tall Guys Talking Sales. In the fast-paced world of sales, it’s not just about knowing your product, but about understanding your competition, your customers, and the nuances that drive decisions. Let Kevin and Sean guide you through actionable insights to elevate your sales game.
Key Topics Discussed:
- The Power of Competitive Analysis: Unlock the benefits of understanding your competition and how it empowers you as a sales leader.
- Understanding ‘No Decision’: Learn why some prospects choose to remain indecisive and how you can navigate this challenge effectively.
- The Role of SWOT in Sales: Deciphering how SWOT, PESTEL, and SOAR analyses can help shape your sales strategies.
- Unpacking Unique Selling Proposition (USP): Knowing your USP and leveraging it against your competitors is important.
- Importance of Feedback in Pricing: Sean emphasizes the need for real-time feedback, especially when your price points are met with resistance.
- The Salesperson as a Guide: The role of a salesperson is to guide clients, understand their needs, and sell existing products confidently.
- Kevin: “No decision comes, in my opinion, when you haven’t done a good job qualifying the prospect.”
- Sean: “Looking at companies that are massively successful… It’s just a good way for a company to get better. Looking at those people and learning from them is really, really important.”
- Kevin: “If you’ve already thought through how they measure value, you know how to talk to them. You become a better salesperson because you put in the work.”
- Sean: “Your job is to sell the product that exists today, not the product that you wish they would hurry up and build.”
- Microsoft’s package offerings
- Previous episode on Competitive Analysis
In the competitive realm of sales, it’s not just about standing out, but about understanding every piece of the puzzle. Whether it’s diving deep into SWOT analyses, ensuring that your pricing strategy aligns with market expectations, or guiding your client toward a mutually beneficial decision, every step matters. Join Kevin and Sean as they unpack these topics and more, providing you with actionable strategies to ensure your sales pitch stands out. If you’re serious about mastering the art of sales, this is an episode you won’t want to miss. Dive in now!
In this invigorating episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey dive deep into the realm of competition in sales. From understanding the various forms competition can take to harnessing the power of artificial intelligence in competitive analysis, this episode is packed with insights and actionable advice for sales professionals at all levels.
Key Topics Discussed:
- The Essence of Competition in Sales: Why understanding and overcoming your competition is crucial.
- Recognizing Different Types of Competition: Beyond direct competitors, why the ‘no decision’ outcome is the hidden enemy.
- Leveraging SWOT Analysis: Sean and Kevin’s take on its relevance and how to use it effectively for competitive advantage.
- The Role of Artificial Intelligence in Sales: How tools like Chat GPT can help get a leg up on your competition.
- The Importance of Competitive Awareness: Why 57% of companies are at a disadvantage and how not to be one of them.
- Kevin: “Every professional sports team watches game film… we’re sales professionals. We should be watching the game film of sorts.”
- Sean: “Who is your prospect talking to? That is your competition.”
- Kevin: “Doing nothing is unacceptable. It’s like prospecting. If you don’t prospect, that is an unacceptable behavior.”
- Sean: “If you’re in a small company right now, you need to figure out, you need to be one of the 43%, not one of the 57%.”
- Eliminate Your Competition by Sean O’Shaughnessey.
- Sales Xceleration’s national research on companies’ competitive awareness.
- Tools like Chat GPT for AI-based SWOT analysis.
Don’t be a part of the 57% that remains oblivious to their competition. Whether you’re in the early stages of your sales journey or a seasoned professional, Sean and Kevin’s insights from this episode offer invaluable strategies and tools to elevate your game. Tune in to “Two Tall Guys Talking Sales” to get the upper hand, understand your market better, and, ultimately, eliminate your competition.
I hope you enjoy my August Newsletter
Published: Tue, 08/15/23
Welcome to another riveting episode of Two Tall Guys Talking Sales with your dynamic hosts, Sean O’Shaughnessey and Kevin Lawson. In this episode, our duo takes on a subject that stirs strong emotions in the sales world: micromanagement. With a combined experience of several decades in sales, Sean and Kevin delve into their philosophies, personal experiences, and provide actionable insights on transitioning from micromanagement to effective leadership. Whether you’re a salesperson, a manager, or a business leader, you’re going to find value in their candid conversation.
Key Topics Discussed:
- Micromanagement in Sales: Sean’s personal aversion to micromanagement, his challenges, and how he navigated them during his 38-year career.
- Transitioning from Micromanaging to Leadership: Kevin’s insights into the delicate balance between engaging the team and inadvertently falling into micromanagement.
- Differentiating Between Green and Seasoned Salespeople: How to manage new salespeople who need structure versus seasoned reps who require trust.
- The Importance of Trust in a Sales Team: Bad examples of trust violations and the cultivation of a culture of trust within the sales organization.
- Becoming a Leader: Strategies and practical advice for transitioning from a micromanager to a leader, and the value it brings to the sales culture.
- Sean: “I despised anybody who was going to drive me day to day, ask me every single thing, question every single deal just didn’t fit well with my personality.”
- Kevin: “How can I help? That’s how the shift comes in my mind from a micromanager to an effective leader. Instead of asking detail, detail, detail, they’re asking about resource, resource, strategy, that’s the big shift for me.”
In this engaging episode of Two Tall Guys Talking Sales, Sean and Kevin don’t just identify the problems associated with micromanagement but provide actionable insights and solutions for how to evolve into an effective leader. Whether you’re just beginning in sales or leading a team, their candid conversation will offer you strategies to avoid micromanagement, build trust within your team, and create a culture of success. Don’t miss this chance to learn from two seasoned sales veterans – tune in to this episode and take your sales leadership skills to the next level!
In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey delve deep into the salesperson’s value in the modern sales process. Our hosts discuss how the salesperson’s role has evolved with the advent of the internet and the importance of building trust with potential buyers. They also talk about redefining buyer needs and how to differentiate your product or service in the market.
Key Topics Discussed
- The Salesperson as a Value Carrier: With a wealth of information available online, the salesperson’s role is to add value to a buyer’s perceived problem.
- The Importance of Trust: Building and transferring trust from the seller to the buyer is the essence of a successful sale.
- Unique Selling Propositions: Every salesperson has a unique aspect of their product, their company, and themselves.
- Redefining Buyer Problems: It’s important for the salesperson to understand the root cause of the buyer’s problem to provide a tailored solution.
- Ask Better Questions: To create value separation and reframe buyer problems, salespeople need to ask insightful questions.
From Sean: “Sales is nothing more than the transfer of trust from me because I trust my product… Transferring that trust to the buyer and having the buyer then have that trust that I can actually solve the problem that’s at hand is what sales is all about.”
From Kevin: “The salesperson and sales leader, their whole job is to become the differentiators. The salesperson has to become that value. And it’s not just a value of, ‘Hey, I’m different. Hey, I’m cheaper.’ We’re not competing on price here; we’re competing on actual customer-facing value.”
In the age of readily available online information, a salesperson’s job is no longer just about conveying product details. It’s about building trust, understanding the root of the customer’s problem, and providing them with unique solutions. Join Kevin and Sean in this enlightening episode as they redefine the role of the modern salesperson and provide actionable insights to excel in the evolving sales landscape. If you’re ready to take your sales skills to the next level, this episode is a must-listen. Remember, sales success is not just about selling a product but also about being the value a buyer seeks.
In this insightful episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey deep-dive into the crucial topic of assigning the right person to the sales leadership role within a company and the risks and opportunities that come with it. Leveraging their experiences in sales consultancy and drawing from the wisdom of thought leaders and successful entrepreneurs, they explore how CEOs can de-risk their company’s growth potential by stepping back from direct sales and fostering a culture of accountability, infrastructure, and high performance in their sales teams.
Key Topics Discussed:
- The Risk of CEO-led Sales: The episode starts with a discussion on the potential risks of having a CEO or owner-operator as the sales leader, emphasizing how this could constrain business growth.
- The Theory of Constraints: The hosts explain the theory of constraints using a compelling example from a book called The Goal, drawing parallels to how constraints can hinder sales and growth within a company.
- Building a Sales Organization: They delve into the necessity of professional salespeople and a dedicated sales manager to bring in new revenue, enabling the CEO to focus on larger issues within the organization.
- EOS and Right Person, Right Seat: Sean mentions EOS (Entrepreneurial Operating System) and the importance of having the right person in the right seat to drive growth, particularly once a company reaches a certain size.
- Building a High-Performance Culture: The hosts discuss how to build a high-performance sales culture that is systematic and repeatable, using examples from sports dynasties and successful companies.
- “What is the risk of the owner-operator being the only salesperson or the sales leader when the person is leading the company and leading sales? What you end up with is a business that is constrained by the amount of time that leader has.” – Kevin Lawson
- “If you want to know how we know this, it’s cuz we’ve done this a few times, we’ve worked with a number of businesses, and this is how we help people grow.” – Kevin Lawson
- “It’s okay to ask for help, but it’s also very important that you have experts doing the job as much as possible so that you can be very, very effective at driving performance and driving your company forward.” – Sean O’Shaughnessey
- The Goal by Eliyahu M. Goldratt (https://www.amazon.com/Goal-Process-Ongoing-Improvement/dp/0884271951)
- Traction by Gino Wickman (https://www.amazon.com/Traction-Get-Grip-Your-Business/dp/1936661837)
- Previous episodes featuring Tim Warren, CEO of Helium SEO – https://sites.libsyn.com/458454/building-and-scaling-successful-sales-teams-a-conversation-with-tim-warren-of-helium-seo and https://sites.libsyn.com/458454/part-2-building-and-scaling-successful-sales-teams-a-conversation-with-tim-warren-of-helium-seo
In this episode, Kevin and Sean break down the importance of implementing a well-structured sales team and the necessity for CEOs to delegate sales leadership. They highlight the risks of an owner-operator leading sales and how it can limit business growth. Using their experience and the wisdom of successful entrepreneurs, they provide valuable insights into creating a systematic, repeatable, and high-performance sales culture. So, if you’re an entrepreneur looking to streamline your sales process and drive your company forward, this episode of Two Tall Guys Talking Sales is a must-listen. You won’t want to miss it!
In this episode of Two Tall Guys Talking Sales, hosts Sean O’Shaughnessey and Kevin Lawson delve into the crucial difference between a Marketing Qualified Lead (MQL) and a Sales Qualified Lead (SQL). They explain how the two require different types of messaging and engagement and highlight the importance of refining the process of transitioning leads from one category to another.
Key Topics Discussed
- Differences between MQLs and SQLs: Kevin begins the episode by comparing the difference in approach between MQLs and SQLs to the difference in speaking to a large group vs. one-on-one conversations. The messaging and engagement are distinct, and as an MQL transitions into an SQL, the engagement becomes more personalized and directed.
- Avoiding Pipeline Clutter: Sean reflects on instances when leads aren’t adequately transitioned from marketing to sales, causing clutter and inefficiency in the sales pipeline. He emphasizes the importance of discerning when a prospect needs more time to be ready to progress in the sales process and re-engaging them through marketing efforts.
- Sales-Marketing Synergy: Kevin stresses the need for sales and marketing teams to collaborate efficiently. Sales leaders should be grateful for the groundwork done by marketing teams as they set the stage for more specific conversations with leads.
- Understanding Lead Progression: Kevin and Sean recommend salespeople understand a lead’s journey from an MQL to an SQL. Knowing how a lead has interacted with the brand helps salespeople improve lead quality and engagement.
- The Importance of Problem Identification: Sean insists on the importance of early identification of the problem you’re solving for the lead. If the salesperson is convinced they can solve a specific issue, the lead becomes an SQL, and the task shifts to convincing the customer of the solution.
- Sean: “Sales brings in revenue. Customers get a product in return, and that keeps everybody employed and going forward.”
- Kevin: “Marketing and sales all have the same goal, sell more. It’s how we stay employed.”
- ‘The Sales Acceleration Formula’ by Mark Roberge, mentioned by Kevin as a recommended read.
This episode is a must-listen for those looking to understand the crucial transition from MQLs to SQLs, how to avoid pipeline clutter, and the importance of a symbiotic relationship between sales and marketing. Whether you’re in B2B sales, a startup, or an established company, you’ll find invaluable insights to apply to your sales processes.
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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.