Two Tall Guys Talking Sales Podcast – Special Episode: CEO Workshop – Understand Your Client’s Business To Sell More Effectively – Episode 52

Two Tall Guys Talking Sales Podcast – Special Episode: CEO Workshop – Understand Your Client’s Business To Sell More Effectively – Episode 52

By Sean O'Shaughnessey

This special episode of Two Tall Guys Talking Sales comes from a recent CEO Workshop put on by Sean O’Shaughnessey and Kevin Lawson. It was taken from a LinkedIn Live presentation that aired on September 29, 2023. You can listen to this episode or click over to the LinkedIn Live presentation at https://www.linkedin.com/events/ceoworkshop-understandyourclien7106962760084688896/

Are you a sales leader or CEO looking to supercharge your sales strategy? In this episode of “Two Tall Guys Talking Sales,” hosts Kevin Lawson and Sean O’Shaughnessey delve deep into the art of understanding your client’s business to sell more effectively. Sean, a seasoned sales expert, shares invaluable insights on transitioning from being just a vendor to becoming a trusted advisor. This episode is a treasure trove of actionable advice, real-world examples, and strategies that can be immediately implemented to elevate your sales game.

Key Topics Discussed

  1. The Power Matrix: Learn how to identify and engage with key stakeholders in your client’s organization, from decision-makers to influencers.
  2. Consultative Selling: Discover the essence of becoming a trusted advisor rather than just a vendor and how this approach can significantly impact your sales.
  3. Financial Acumen: Understand why knowing your client’s financial position can give you a competitive edge and how to gather this information.
  4. Interdepartmental Relationships: Sean discusses the importance of having touchpoints across various departments in your client’s organization and how it can lead to a more tailored sales pitch.
  5. Customer Journey Mapping: Learn how to map out the customer journey to gain a 360-degree understanding of your client’s needs and motivations.

Key Quotes from Sean

  • “You elevate yourself from a vendor to a partner in the B2B sales arena.”
  • “Your proposition becomes not just a response to an RFP, but a comprehensive strategy of partnership.”
  • “This alignment leads to a consultative selling approach, one that evolves from being transactional to being deeply relational.”

Additional Resources

Summary Paragraph

Don’t miss this enlightening special episode that promises to transform your approach to B2B sales. Whether you’re a seasoned sales professional or a CEO looking to revamp your sales strategy, this episode offers a comprehensive guide to understanding your client’s business like never before. Tune in to “Two Tall Guys Talking Sales” and equip yourself with the tools and insights to become not just a vendor but a strategic partner in your client’s success journey. Subscribe today and stay ahead of the sales game!

Seven of Spades: Defining your corporate sales strategy: Creating Unique Selling Propositions (USPs): Define what makes your offering distinct and appealing to prospects.

Seven of Spades: Defining your corporate sales strategy: Creating Unique Selling Propositions (USPs): Define what makes your offering distinct and appealing to prospects.

By Sean O'Shaughnessey

Crafting the Beacon in Sales: The Art of Unique Selling Propositions (USPs)

The challenge in the modern B2B marketplace isn’t merely about getting noticed but about leaving an indelible mark. For businesses navigating this complex market, the guiding light—their Unique Selling Proposition (USP)—is the deciding factor. But why is a USP so quintessential, and how does one etch it masterfully?

Picture, if you will, an animated marketplace: myriad sellers, each echoing their offerings. Amidst this cacophony, it’s not the loudest but the most distinct voice that captures attention. Here lies the sublime difference between mere visibility and impactful distinction, a difference the USP embodies. Drawing from historical insights, companies that have adeptly sculpted a lucid USP not only differentiated themselves but also witnessed significant enhancement in sales. Consider a brand that doesn’t just sell a product but an ethos—for every purchase, there’s a contribution to a larger cause. Such compelling USPs have been demonstrated to escalate sales metrics impressively.

However, the journey of crafting a USP isn’t always smooth sailing. Companies often grapple with the challenge:

  • The Quest for Distinctiveness: Especially pertinent to sprawling enterprises, there exists an often-arduous search for that unique element. It’s like a ship amidst crosswinds, grappling for a definitive direction.
  • The Illusion of Resonance: A USP might be alluring, but if it fails to resonate with its core audience, it’s a misstep—a beacon that misguides rather than leads.

Navigating these challenges to etch a resonating USP is where the analytical marries the artistic. First, there’s the introspective dive—a company must be deeply attuned to its ethos, its foundational promises. Only when a company is profoundly aware of its essence can it then articulate that message to its prospects. Subsequent to this is the empirical phase, where understanding the audience becomes pivotal. What are their aspirations? Their values? Drawing upon robust market research facilitates the alignment of a USP with these consumer insights. The final stretch of this journey is iterative refinement. Much like an artist refining his masterpiece, a compelling USP emerges from continuous honing, molded by feedback and real-world resonances.

Yet, one must remember—a USP transcends being a mere slogan. In this information-rich epoch, consumers have a heightened sense of discernment. They can swiftly sieve out authentic commitments from hollow echoes. Thus, at the core of a compelling USP is the pulse of authenticity. It isn’t just what you profess; it’s what you consistently manifest.

The Unique Selling Proposition stands as a sentinel in the marketplace’s panorama. It’s not just a strategy or a tagline—it’s an assertion of identity, a clarion call proclaiming, “This is our essence. This is why we’re unparalleled.” For the architects of business strategy, CEOs, and sales visionaries, this isn’t just a task—it’s a craft. A melding of introspection, market acumen, creativity, and authenticity. In the sales narrative’s vast tapestry, a well-woven USP isn’t just a strand—it’s the golden thread that binds the story together, making it both memorable and mesmerizing.

Two Tall Guys Talking Sales Podcast – Mastering the Sales Process: The Cost of Skipping Steps – Episode 51

Two Tall Guys Talking Sales Podcast – Mastering the Sales Process: The Cost of Skipping Steps – Episode 51

By Sean O'Shaughnessey

In this episode of “Two Tall Guys Talking Sales,” hosts Kevin Lawson and Sean O’Shaughnessey delve deep into the intricacies of the sales process. Sean opens up about his impatience with time-wasting and the challenges he’s faced with sales reps skipping crucial steps in the sales process. Kevin emphasizes the importance of understanding why steps are skipped, whether it’s due to reluctance or irrelevance. Both hosts stress the significance of aligning the sales process with the decision-making process of the customer. They also touch upon the financial implications of not following the sales process, highlighting the potential costs and the importance of cost containment. The episode concludes with a teaser for the next episode, where they will discuss how to recover when a step is skipped.

Key Topics Discussed:

  1. The importance of following the sales process.
  2. Reasons why salespeople skip steps in the process.
  3. The financial implications of not adhering to the sales process.
  4. Aligning the sales process with the customer’s decision-making process.
  5. The concept of cost containment in sales.

Key Quotes:

  • Kevin: “The process is what drives your business. It’s what helps you forecast, determine cash flows.”
  • Sean: “The danger of not asking questions high enough and not following your sales process is when you don’t allow your sales process to drive the decision process by the buyer.”

Dive into the world of sales with Kevin Lawson and Sean O’Shaughnessey as they unpack the essence of the sales process. From understanding why steps are skipped to the financial repercussions of not adhering to the process, this episode is a goldmine of insights for anyone in the sales industry. Whether you’re a CEO, a sales rep, or just curious about the intricacies of sales, this episode promises valuable takeaways. And stay tuned for the next episode, where the duo will explore how to bounce back when a step in the sales process is missed. Don’t miss out on this enlightening discussion!

Six of Spades: Defining your corporate sales strategy: Segmenting Target Market: Categorize potential clients to tailor strategies effectively.

Six of Spades: Defining your corporate sales strategy: Segmenting Target Market: Categorize potential clients to tailor strategies effectively.

By Sean O'Shaughnessey

The Art of Tailoring Sales: Why Market Segmentation Matters

Embark with me on a journey across the sprawling business landscape, an expanse echoing with the cacophony of countless potential clients. As vast as this sounds, CEOs and sales leaders quickly recognize a fundamental truth: their offerings aren’t for everyone, no matter how exceptional. The cost of gaining any customer, regardless of that prospect’s business, location, or specialty, risks the profitability of selling to them all. This realization is where the art and science of market segmentation come into play. This approach, akin to a seasoned sailor charting a course through diverse waters, ensures businesses traverse the right seas, leading them toward unparalleled prosperity.

In the realm of business, imagine a master tailor. He meets diverse clients daily, each with their preferences, sizes, and desires. A one-size-fits-all suit? It’s a fantasy. Instead, he meticulously measures, understands individual tastes and crafts a suit that fits impeccably. This artistry mirrors market segmentation, where businesses dissect the extensive market into specific sections, ensuring their strategies align seamlessly, much like that well-fitted suit. The effectiveness of such an approach isn’t theoretical. Historical data unveils a striking revelation: 75% of B2B firms grew their market share if they managed to personalize their sales and marketing directly to the individual customer. This isn’t merely a figure but a testament to the monumental influence of aligning offerings with distinct market needs.

However, as we dive deeper, the waters of segmentation aren’t always placid. Over-segmentation can be treacherous, dispersing focus like a ship trying to anchor at numerous ports, eventually reaching none. Furthermore, a mere segmentation without an accurate understanding can mislead, like mistaking a looming storm for a serene day at sea.

So, how do businesses chart this course effectively?

  1. Establishing the Pillars of Segmentation: The segmentation can hinge on varying criteria, be it demographic nuances, behavioral patterns, or geographical distinctions. A tech solution catering to bustling urban enterprises would understandably differ from one aimed at serene, rural family-owned businesses.
  2. Deep Dive into Data: The depth of knowledge determines the journey’s success. Harness data analytics to grasp the intricacies of each segment, echoing a sailor studying sea charts before setting sail.
  3. Strategic Customization: With a sound understanding of your most profitable customers, mold your sales strategies, ensuring they resonate with each segment’s unique aspirations and needs.
  4. Embrace Adaptability: The seas of business are ever-evolving. Thus, gather feedback and recalibrate strategies, ensuring alignment with the shifting dynamics.

However, segmentation’s influence isn’t confined merely to optimizing sales. This tailored approach weaves deeper customer relationships. Clients perceive this customized attention, feeling valued and inevitably gravitating towards businesses that reflect their specific needs. Furthermore, this clarity in approach empowers sales teams. Each pitch, each dialogue is infused with purpose and precision. The approach transitions from casting expansive nets in hope to that of expert fishermen, with each cast deliberate and confident.

Market segmentation unfurls as a harmonious blend of art and science. This orchestration is about understanding, tailoring, and fostering profound connections. The outcome for CEOs and sales maestros mastering this realm isn’t mere sales acceleration. It’s about sculpting experiences, nurturing relationships, and consistently delivering unparalleled value.

As the contours of sales constantly change, segmentation emerges as an enduring beacon. It accentuates a profound understanding, recognizing who truly holds value and optimizing strategies to serve them immaculately. In the intricate mosaic of sales, segmentation assures that every piece, every shade, and every nuance aligns impeccably, weaving a saga of sustained growth and success.

Two Tall Guys Talking Sales Podcast – From Salesperson to Trusted Advisor: The Art of Problem Solving – Episode 50

Two Tall Guys Talking Sales Podcast – From Salesperson to Trusted Advisor: The Art of Problem Solving – Episode 50

By Sean O'Shaughnessey

Dive deep into the heart of sales and sales leadership with Kevin Lawson and Sean O’Shaughnessey as they unravel the essence of problem-solving in the sales arena. This episode isn’t just about identifying problems but understanding the art of solving them. If you aim to transition from just selling a product to becoming a trusted advisor, this episode is your roadmap.

Key Topics Discussed:

  1. The importance of becoming a trusted advisor in sales.
  2. Building and maintaining long-lasting relationships with clients.
  3. The role of curiosity in understanding a client’s business.
  4. The significance of being well-read and informed about current business challenges.
  5. Networking is a tool for gaining insights and asking better questions.

Key Quotes:

  • Kevin: “How you become a trusted advisor is solving a business problem, not selling a product.”
  • Sean: “The key to the kingdom is to become a trusted advisor to your client. So that that advisor says, I wonder what Kevin thinks about this.”
  • Kevin: “Are you the person who’s reliable? Do you always cancel at the last minute? Do you put somebody to voicemail every time and forget to call them back? That’s a withdrawal from the trusted advisor list.”
  • Sean: “The key is don’t just show up as a salesperson. Don’t just show up as a vendor. Show up as an interested third party that is trying to figure out about their business.”

Additional Resources:

In this enlightening episode of “Two Tall Guys Talking Sales,” Kevin and Sean emphasize the importance of evolving from a mere salesperson to a trusted advisor. They discuss the nuances of building genuine relationships, the significance of being curious, and the need to be well-informed about the business landscape. Whether you’re a sales newbie or a seasoned professional, this episode offers invaluable insights that can transform your approach to sales. Don’t miss out on this opportunity to elevate your sales game. Tune in now!

Five of Spades: Defining your corporate sales strategy: Setting Clear Sales Objectives and Goals: Establish targets to drive sales team efforts.

Five of Spades: Defining your corporate sales strategy: Setting Clear Sales Objectives and Goals: Establish targets to drive sales team efforts.

By Sean O'Shaughnessey

Crafting a Resonant Sales Symphony: The Power of Clear Objectives and Goals

In the vast ocean of corporate strategy, the sales department functions much like a ship’s heartbeat, rhythmic and essential, setting the pace for the vessel’s journey. But what, or who calibrates this pulse? How do we ensure that this heart doesn’t race uncontrollably or, worse, skip a beat? CEOs and sales managers would concur that the answer is embedded in well-articulated sales objectives and goals. These are not just arbitrary figures or lofty dreams but are methodically set coordinates guiding the trajectory of sales initiatives.

Imagine, if you will, a vast orchestra. Each instrument represents a member of the sales team. The orchestra’s conductor, analogous to a CEO or sales manager, needs well-composed sheet music, sales objectives, and goals to guide the symphony. Without it, the melody could quickly descend into chaos. Now, consider a ship embarking on a voyage. Its captain sets a destination (the sales objective) and interim stops (sales goals) for resource replenishment. This sequential approach ensures the journey remains on track, no matter how tumultuous the seas are.

Such analogies underscore a simple yet often overlooked truth: the nuances between objectives and goals matter. It’s not just a matter of semantics but strategy. Indeed, companies that distinctively lay out both show a staggering 28% improvement in sales team performance. These figures aren’t mere data points but are a testament to the intertwined psychology and methodology behind sales targets.

However, charting this path is not without its challenges. Aiming too high can be as dangerous as setting sights too low. The former can overshadow the team with an impending sense of inaccessibility, making the climb appear insurmountable. On the other hand, the latter risks inducing a sense of complacency, stifling the potential of a talented sales force.

But how does one strike that impeccable balance? The key, I believe, lies at the intersection of retrospection, analysis, and anticipation. A thorough evaluation of past performances acts as a foundation. For instance, projecting a 50% growth based on the previous year’s 15% without significant infrastructural changes might lean towards fantasy. Furthermore, a finger on the pulse of market trends helps set realistic ambitions. Resources, often a limiting factor, need to be meticulously assessed. Remember, monumental objectives warrant monumental resource allocations. A CEO’s arsenal should also incorporate frontline feedback, an often underutilized yet invaluable asset. And as the sands of the marketplace continually shift, maintaining flexibility in these objectives and goals is paramount.

These defined objectives and goals do more than merely set targets. They breathe life into the organization. They synergize scattered efforts, fostering a culture where ambition thrives, and accountability is cherished. It transforms every deal, every pitch into a cog in the grand machinery of corporate growth.

Setting clear sales objectives and goals is akin to crafting a masterpiece symphony. Each chord, each note, when harmonized, weaves an enchanting melody. CEOs and sales managers, as the chief architects of their organizations, possess the potential to orchestrate this. And in the dynamic dance of sales, where the only constant is change, these well-defined objectives and goals don’t just serve as a compass—they become the essence of the journey. Because the goal, after all, is not just to increase sales but to understand the depth, the method, and the purpose behind it.

Two Tall Guys Talking Sales Podcast – Beyond the Pitch: How Trust and Personal Brand Shape Sales Success – Episode 49

Two Tall Guys Talking Sales Podcast – Beyond the Pitch: How Trust and Personal Brand Shape Sales Success – Episode 49

By Sean O'Shaughnessey

Join hosts Sean O’Shaughnessey and Kevin Lawson as they delve deep into the art of sales, emphasizing the importance of trust, personal branding, and the role of a salesperson in today’s market. In this episode, they discuss the nuances of transferring trust, the significance of personal branding, and how sales leaders can guide their teams to success.

Key Topics Discussed:

  1. Transferring Trust: The essence of sales lies in transferring trust from the salesperson to the prospect, ensuring decisions are made in the desired timeframe.
  2. Three Pillars of Sales: Selling your company, your product, and most importantly, yourself.
  3. Personal Branding: The importance of building a personal brand that accelerates trust and how sales leaders can foster this among their teams.
  4. LinkedIn and References: Utilizing LinkedIn as a tool for validation and building credibility.
  5. Professional Appearance: The impact of a salesperson’s appearance on the perception of trust and professionalism.
  6. Empathy and Curiosity: Starting conversations with genuine interest and understanding of the client’s business.

Key Quotes:

  • Kevin: “To build trust early, you have to be referenceable… People could commercially find us, so to speak.”
  • Sean: “You sell your company. You sell your product, and you sell yourself.”
  • Kevin: “Nine-tenths of the law is perception.”
  • Sean: “The more you understand your client’s business, the bigger your brand will be.”

Additional Resources:

  • LinkedIn – A platform for professional networking and validation.
  • WKRP in Cincinnati – A classic TV show mentioned in the context of professional appearance.

In a world where trust is paramount, Kevin and Sean highlight the significance of personal branding in the sales process. From the importance of being referenceable on platforms like LinkedIn to the impact of professional appearance, this episode offers a comprehensive guide for salespeople and leaders alike. Whether you’re a seasoned sales professional or just starting out, the insights shared will undoubtedly enhance your approach. Tune in to “Two Tall Guys Talking Sales” every Tuesday for more invaluable sales advice!

Don’t miss out on this enlightening conversation about trust, personal branding, and the evolving world of sales. Listen now!

Four of Spades: Understanding your client’s business: Analyzing Customer Goals: Understanding Competitive Landscape: Recognize your client’s relationships with your competitors to better position your offerings.

Four of Spades: Understanding your client’s business: Analyzing Customer Goals: Understanding Competitive Landscape: Recognize your client’s relationships with your competitors to better position your offerings.

By Sean O'Shaughnessey

Crafting the Perfect Sales Strategy: Understanding the Competitive Landscape

In the world of sales, understanding the competitive landscape is as vital as the seasoned chess player’s ability to predict their opponent’s moves. Think of the business landscape as a grand chessboard. Each company, akin to a player, tactically moves, adjusts to threats, and seeks positions of influence. These moves signify their strategy, and a crucial part of this strategy revolves around their competitive dynamics. For sales leaders and professionals, this knowledge doesn’t just serve to inform—it reshapes the narrative and the very essence of their pitch.

The Significance of the Competitive Environment

Let’s delve into a hypothetical situation to provide depth to our premise. Suppose you’re approaching Company A—a company recently disillusioned by a competitor’s solution. If your pitch mirrors the competitor’s offering, you’re at a disadvantage. The inherent bias against similar solutions is palpable. However, being aware of this dynamic and highlighting how your superior solution pivots your pitch from ordinary to compelling. It’s not just a strategy; it’s foundational to successful selling.

The Ever-changing Nature of Competition

But here’s where the complexity sets in. Competitive relationships are like rivers; they are seldom static. They change, influenced by external market shifts, internal strategic decisions, and evolving company needs. The true challenge is the fluidity of these relationships. Rarely does a company broadcast its grievances or alliances with competitors. Thus, as sales professionals, it’s imperative to recognize and navigate these nuances.

Navigating the Maze of Competition

To truly understand and utilize this knowledge, a multifaceted approach is paramount. Start with a bird’s-eye view. Familiarize yourself with the significant industry players and their affiliations. Who are the allies, competitors, or potential merger interests?

Delving deeper, the gold often lies in direct client interactions. Comments referencing past associations, like “We used to work with…” can provide invaluable insights into their competitive history. Furthermore, creating channels for feedback post-pitch can reveal comparisons they make with competitors—insights that can refine future strategies.

Moreover, staying updated is non-negotiable. Attend industry conferences, join forums, and subscribe to trade journals. In an era of technological advancement, tools like CRM systems and competitive analysis platforms provide real-time insights into a company’s competitive standing and relationships.

My book, Eliminate Your Competition, can be a great window into dealing with competitors. Understanding your major competition, your minor competitors, and your niche competitors can be helpful in how you develop your strategy to entice your prospect to become a customer. There is a benefit in having competition also since without competition, you are unsure if the prospect is truly serious about making a change, in other words, spending their money on your product.

You may purchase my book Eliminate Your Competition from your favorite book retailer. The ebook version is available at the most popular retailers such as Apple, Amazon, Barnes & Noble. The paperback version is also widely available at such retailers as Amazon, Barnes & Noble, and Books A Million.

Crafting the Masterstroke: Your Sales Pitch

Armed with such rich insights, the pitch transforms. It’s no longer about selling a product or a service. It’s about situating your solution within a broader competitive context, differentiating it, and accentuating its unique value. For example, if a prospective client had scalability concerns with a competitor’s product, spotlighting scalability as a cornerstone of your offering isn’t just strategic—it’s transformative.

The Competitive Chessboard

Navigating the intricate business world, with its fluid relationships and shifting loyalties, is reminiscent of a grand chess game. The board, filled with complex moves and strategies, demands foresight and precision. CEOs, sales managers, and professionals must understand that in the realm of sales, this is more than just about the product.

Two Tall Guys Talking Sales Podcast – Know Your Customer: Mastering Buyer Personas in Modern Sales – Episode 48

Two Tall Guys Talking Sales Podcast – Know Your Customer: Mastering Buyer Personas in Modern Sales – Episode 48

By Sean O'Shaughnessey

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! 🎧