Have you ever wondered how a well-established manufacturing company can revolutionize its sales strategy? The journey of TriState Fabricators, a premier metal fabrication shop in the Midwest, offers compelling insights into this process. In a recent interview, I sat down with Joe Vogt, President and Owner, and Jonathon Padial, VP of Sales, to discuss their transformative experience.
With his 20-year tenure at TriState, Joe Vogt recognized the need for change to scale the business. The company’s sales approach was primarily reactive, relying on RFPs and inside sales personnel. But how do you shift from this traditional model to a proactive, growth-oriented strategy?
Enter the game-changers: a fractional VP of Sales, a robust CRM system, and comprehensive sales leadership training. These tools provided the structure and visibility that TriState had been lacking. Joe Vogt hired Sean O’Shaughnessey, CEO of New Sales Expert, to come in and revamp the sales organization and install best-in-class practices. Sean entered as the VP of Sales and quickly assessed the need to understand the deals better, so he installed Pipedrive as their CRM system. He also started to train the salespeople in the needed sales skills during L10-style meetings patterned after EOS L10 management meetings. To get closer to the biggest customers, the company started to have quarterly business reviews with the biggest and most profitable customers.
Vogt praises O’Shaughnessey several times in the full interview but at one place said, “So I look at Vistage as my board of directors essentially. You were an internal board member for me. I never met anybody with more sales knowledge in my life.”
After several months, Vogt and O’Shaughnessey agreed it was time for TSF to run autonomously and without Sean’s help. After an intense interview process, they hired Jonathon Padial to be Sean’s heir apparent in sales leadership. Coming from a software background, Jonathon continued the emphasis on Pipedrive and a structured sales process. “It’s allowed us to really capture more and for my team to see what’s coming in,” Padial noted. But is technology alone enough to drive change?
The fundamental transformation came from empowering the sales team. Vogt and Padial underwent Certified Sales Leadership (CSL) training, which Padial described as his “bible” for navigating leadership challenges. This training, coupled with their involvement in Vistage and implementing the Entrepreneurial Operating System (EOS), created a powerful trifecta for growth.
But how do you manage such significant changes in an established company culture? Vogt stressed the importance of communication and structure. “If you give structure with the change, it really helps. And you get the people to understand why you’re changing and what the benefits are going to be,” he explained. This approach has led to a more engaged and cohesive sales team than ever before.
Looking to the future, TriState Fabricators is poised for controlled, strategic growth. With plans to incorporate AI and new manufacturing technologies, they’re positioning themselves at the forefront of the industry. But as Padial reminded us, success in manufacturing isn’t just about technology – it’s about relationships and exceptional customer service.
Are you curious to hear more about TriState Fabricators’ journey and gain insights that could transform your business? The full video interview delves into their experiences, challenges, and strategies. It’s a must-watch for any business leader looking to drive growth and embrace organizational change. Don’t miss out on these valuable insights – check out the full interview today!
In this insightful episode, Kevin Lawson and Sean O’Shaughnessey delve into practical strategies for deepening relationships and boosting sales without extensive outreach efforts. Whether you’re a seasoned sales professional or just starting out, this episode is packed with actionable tips to enhance your sales approach by focusing on the people you already know.
Key Topics Discussed:
- Building Relationships with Minimal Effort (00:01:03) – Strategies to maintain and strengthen relationships with minimal outreach, including personalized interactions beyond generic newsletters.
- Utilizing Personal Interests in Sales (00:03:11) – How personal interests and hobbies can be leveraged to maintain contact with clients and build a deeper connection.
- The Importance of Customized Communication (00:08:44) – Discuss how tailored communication can enhance customer relationships and trust.
- Systematizing Relationship Management (00:12:51) – Sean’s methodical approach to managing relationships through strategic use of CRM and personalized content.
- Sales as a Guiding Principle (00:13:00) – How consistent, targeted outreach is foundational to a successful sales strategy and organizational culture.
Key Quotes:
- Kevin: “The currency of trust is what we’re building here… The idea that I’m passionate about running is an example of, Hey, we want to pay attention to our customers.” (00:06:10)
- Sean: “Just send an article that made you think of them… This personal touch is what keeps the relationship strong and their interest in doing business with you alive.” (00:04:00)
Additional Resources:
- Book: “Atomic Habits” by James Clear – referenced by Kevin as a core to building better processes – https://a.co/d/cHE8akb
A Significant Actionable Item from this Podcast:
Daily Personalized Outreach: Dedicate a few minutes daily to send personalized articles or messages to a few contacts. This habit keeps the relationship warm and ensures you remain top of mind, increasing the likelihood of continued business and referrals.
Summary
This episode is a gold mine for anyone looking to effectively maintain and grow their sales networks. Kevin and Sean break down the art of nurturing relationships with existing contacts through simple yet impactful daily habits. By integrating personalized communication and maintaining a consistent presence, sales professionals can foster deeper connections and ensure a robust network. If you want to refine your sales and relationship management approach, this episode is a must-listen.
Join hosts Kevin Lawson and Sean O’Shaughnessey in a dynamic episode of “Two Tall Guys Talking Sales,” where they dive deep into the essential elements of crafting an effective sales strategy. Whether you’re a sales newbie or a seasoned pro, this episode promises insights into refining your approach to acquiring new clients and boosting your sales performance.
Key Topics Discussed:
- Ideal Client Profiles (Approx. 00:01:00): Discover the power of tailoring your approach to fit the perfect client profile and why it’s the cornerstone of any successful sales strategy.
- Messaging in Sales (Approx. 00:03:27): Learn the art of crafting messages that resonate with your target audience, ensuring your communication aligns perfectly with their expectations and needs.
- Designing Compelling Offers (Approx. 00:06:31): Explore how to frame your products or services in a way that emphasizes their value and addresses the aspirational needs of your clients.
- Strategic Alignment (Approx. 00:12:11): Understand the synergy between client profiles, messaging, and offers and how aligning these elements can lead to sales success.
- Sales Process Optimization (Approx. 00:10:59): Gain insights into organizing your sales strategies to ensure they are effective, repeatable, and scalable.
Key Quotes:
- Kevin: “If you’re a dentist and all you get is people with foot pain, you’re sending out the wrong message about your practice.” (Approx. 00:03:52)
- Sean: “The goal for really selling and eliminating your competition and really setting yourself up for success is to teach them to aspire to something greater.” (Approx. 00:09:04)
Additional Resources:
- “Strategic Selling” by Miller Heiman – A seminal book on sales strategies, mentioned for its impactful concepts that have shaped modern sales approaches. – https://a.co/d/iPykhyA
- RAIN Group Sales Training – Recommended for those looking to further their understanding of sales aspirations and strategic customer alignment.
A Significant Actionable Item from this Podcast:
Reflect on Your Client Profiles: Take a moment to revisit and refine your ideal client profiles. This exercise will help ensure that your sales messaging and offers are perfectly tailored to meet your target audience’s specific needs and aspirations, significantly increasing your chances of closing more deals.
Summary:
In this episode, Kevin and Sean break down the intricate dance of aligning client profiles, messaging, and offers to craft a sales strategy that meets and exceeds expectations. Their conversation is filled with actionable advice backed by real-world examples and seasoned insights, making it a must-listen for anyone looking to enhance their sales effectiveness. Tune in to refine your approach and learn how to construct sales pitches that are heard and truly resonate.
The roles of salespeople, sales managers, and small business CEOs are ever-evolving. A common problem faced is increasing revenue and productivity in sales processes. This goal is common for all, from individual salespeople striving to provide for their families to CEOs seeking to boost their company’s bottom line. The key to achieving this lies in understanding the dynamic nature of the sales environment and leveraging it effectively.
A significant part of the sales process revolves around the buyer’s perception of a product or service as a commodity. This misclassification is usually caused by insufficient differentiation in the early stages of the sales process. Differentiation is crucial in any sales process, regardless of the industry or scenario. Creating enough differentiation can be the difference between closing a deal at a discounted rate or the desired price.
Salespeople are experts in their field, whether selling a unique product specific to their company or a common commodity. They typically have a deeper understanding of what they are selling than their prospects have about what they are buying. This expertise should be leveraged to guide prospects through the buying process, adding value to the relationship and making the salesperson indispensable. This approach can reduce the emphasis on price and increase the potential for higher earnings.
Every business has unique values that differentiate it from its competitors. These unique values could be anything from their mission, vision, and values to their market commitment and guarantee. This is commonly called a Unique Value Proposition (UVP) or a Unique Sales Proposition (USP). While a UVP and a USP are similar, there is a slight difference in that the former is typically created by the Marketing department (or sometimes with the help of a business adviser such as an EOS implementer. The latter is directly targeted at salespeople and what a salesperson should say to their prospects and customers. Salespeople should understand what makes them different and communicate this effectively to their prospects. The ability to create separation and differentiate oneself is why people pay for a product or service.
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It’s no secret that the dynamics between the buyer and the salesperson play a pivotal role in sealing the deal. The conversation often revolves around real sales issues, selling situations, and sales leadership.
Let’s delve into a scenario. You’re selling to a beer industry manufacturer, and their first question is about your price. This immediate focus on cost might make you think this may not be a good prospect. However, it’s crucial to remember that you can’t be disrespectful or dismissive. As salespeople, it’s our job to work with what we have.
In this situation, the salesperson has to conduct a discovery call and engage a subject matter expert to understand the prospect’s business process, adaptation, and conversion. Unfortunately, the interaction turned into a commodity exchange, with the buyer solely interested in the number of users and the price per user.
This scenario illustrates a common challenge in sales: the sales and buying processes often need to align. How your Customer Relationship Management (CRM) system is set up may not necessarily mirror how the buyer decides. Therefore, figuring out how to sell more effectively based on the buyer’s journey is crucial. Understanding the buyer is discussed in great detail in my book Eliminate Your Competition, which is available wherever you buy books.
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In this riveting episode of “Two Tall Guys Talking Sales,” hosts Kevin Lawson and Sean O’Shaughnessey explore the often overlooked nuances of effective sales training and coaching. Listen in as they share their seasoned insights on transforming routine sales training into a dynamic tool for substantial growth and success in sales.
Key Topics Discussed:
- The Misconception of Sales Training Returns [00:00:20] Sean questions salespeople’s low expectations regarding training, sparking a discussion on the intrinsic value of continuous professional development.
- The Role of Sales Leaders in Training [00:01:00] Kevin emphasizes the critical role of sales leaders in setting the right expectations and fostering an environment conducive to growth, drawing parallels with professional sports training regimes.
- Training vs. Coaching [00:07:05] The conversation pivots to the essential distinction between sales training and coaching, highlighting how each plays a unique role in a salesperson’s career.
- Integration of Training into Routine [00:06:22] Kevin discusses the challenges of integrating training into the normal workflow of sales teams and the importance of practice and repetition.
- The Power of Reinforcement [00:04:05] Sean underscores the necessity of reinforcing training through regular coaching, using the analogy of professional athletes to illustrate his point.
Key Quotes:
- Kevin: “We practice every day for the championship game. We don’t play the championship game every day. It’s about getting that 1 percent edge.” [00:01:14]
- Sean: “You forget 80 percent of what you heard after two weeks. It’s the coaching after the fact that reinforces the entire attitude and the daily behavior of what you learned in the class.” [00:03:40]
Additional Resources:
- MEDDPICCC Sales Methodology – Mentioned multiple times throughout the podcast, this methodology is crucial for understanding customer dynamics and improving sales strategies. You can learn more about MEDDPICCC at https://youtu.be/RBcGmyeBp1I?si=No_0Ob1V4Wch6erI
Summary:
Join Kevin and Sean as they dissect the common pitfalls of sales training and explore effective strategies to make learning stick. They share invaluable advice on how sales leaders can profoundly influence their teams’ performance through intentional coaching and robust training frameworks. This episode is a must-listen for sales professionals eager to elevate their game and harness the full potential of their training experiences.
A Significant Actionable Item from this Podcast:
Reflect on your current approach to sales training and coaching. Are you actively ensuring that your team learns new concepts and applies them consistently? Consider adopting a more structured follow-up coaching plan to reinforce new skills and knowledge, enhancing the overall effectiveness of training sessions.
To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment:
https://salesxceleration.com/sales-agility-assessment/?locationid=26671639
Many salespeople, sales managers, and company CEOs grapple with the unique problem of adapting their sales strategies to ever-changing market dynamics. This problem stems from an old-fashioned practice in which sales leaders tend to offer the same advice that made them successful when they were nascent salespeople. However, to remain competitive and productive, realizing that this traditional advice may no longer hold relevance in today’s sales world is crucial.
Let’s consider a sales leader who made his mark when the internet was still in its infancy, and email and mobile phones were not part of the sales process. If this sales leader continues to advise their team based on those past experiences, they will likely be setting them up for failure. Today, the sales world is no longer about physical gatekeepers but about navigating spam filters and phone blockers. The sales environment has evolved, and it’s time sales strategies do, too.
A typical issue salespeople face today is being ‘ghosted’ by potential clients. Ghosting, a relatively modern term, refers to the situation where the person you’re trying to reach is not returning your calls or emails. It’s a frustrating experience, but it also indicates a salesperson’s failure to be proactive and do the right things earlier in the sales cycle. Modern salespeople need to think ahead, plan better, and ensure they set up the next meeting before leaving the current one. This proactive approach can help prevent ghosting, keep the sales conversation going, and indicate progress.
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Join hosts Kevin Lawson and Sean O’Shaughnessey in this milestone 100th episode of “Two Tall Guys Talking Sales.” They take a nostalgic trip down memory lane, revisiting the evolution of their podcast from simple LinkedIn live events to a thriving sales discussion platform on Spotify and Apple Podcasts. They delve into their personal growth, the transformative insights gained, and the invaluable lessons they’ve shared across 100 episodes.
Key Topics Discussed:
- Evolution of the Podcast [00:00:21]: Kevin and Sean reflect on the technological and methodological shifts they’ve embraced to enhance their podcast experience.
- Insights on Sales Excellence [00:01:35]: Sean shares his journey of continuous learning in sales, emphasizing the wisdom imparted by Kevin and its impact on his professional development.
- Role of Content Creation [00:03:11]: Kevin discusses the significance of creating and repurposing valuable content, drawing parallels with daily writing practices to improve skill.
- Interviews with Industry Experts [00:04:14]: The hosts highlight the diverse insights gained from interviews with visionaries across various sectors, from SaaS founders to business coaches.
- Future of the Podcast [00:08:31]: Looking ahead, Kevin outlines their aspirations to scale the podcast’s impact and deepen listener engagement.
Key Quotes:
- Kevin [00:00:00]: “It’s basically a stack of wires and plastic…a lost and found of sorts for electronics equipment.”
- Sean [00:01:35]: “Listening to Kevin explain sales is insightful…I have learned an immense amount in the last 100 episodes.”
Additional Resources:
- Books by Zig Ziglar mentioned for deeper insights into effective sales strategies. – https://www.amazon.com/stores/author/B000AP7VIY
Previous episodes on building a comprehensive sales process.
- https://sites.libsyn.com/458454/site/e1-inaugural-episode-why-should-a-company-assess-its-practices-in-sales
- https://sites.libsyn.com/458454/site/e2-how-do-you-determine-your-companys-sales-objectives-each-year
- https://sites.libsyn.com/458454/site/e3-are-your-sales-representatives-consistently-hitting-their-assigned-quotas
- https://sites.libsyn.com/458454/site/e4-how-do-you-compensate-your-salespeople
- https://sites.libsyn.com/458454/site/e5-do-you-have-a-documented-sales-process-that-is-followed-all-the-time
- https://sites.libsyn.com/458454/site/e6-how-do-salespeople-retain-client-information-and-document-sales-opportunities
- https://sites.libsyn.com/458454/site/e8-can-your-salespeople-clearly-communicate-your-unique-selling-proposition-what-makes-you-different-than-your-competition
- https://sites.libsyn.com/458454/site/e9-do-you-have-a-dashboard-view-into-the-major-determinants-of-sales-success
- https://sites.libsyn.com/458454/site/e10-do-you-feel-you-have-the-right-salespeople-to-get-you-where-you-want-to-go
- https://sites.libsyn.com/458454/site/e11-does-your-organization-hold-salespeople-accountable-for-lack-of-performance
Summary:
This 100th episode is a celebration and a testament to continuous improvement and shared growth in the sales world. Kevin and Sean unpack the layers of learning they’ve experienced and the wealth of knowledge they’ve gathered from various experts. Whether you’re a seasoned sales professional or a newcomer to the field, this episode offers a wealth of practical advice, humor, and insights that can transform your approach to sales and leadership.
A Significant Actionable Item from this Podcast:
Adopt the practice of discussing and refining your craft regularly. As highlighted by Kevin, talking about your sales strategies and processes, much like writers improve by writing daily, can significantly enhance your expertise and execution in sales.
To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=26671639
Join hosts Kevin Lawson and Sean O’Shaughnessey as they edge closer to their milestone 100th episode, diving deep into the critical components of a successful sales organization.
Episode 99 zooms in on the third pillar: “Process.” Kevin revisits his iconic saying, exploring the significance of a repeatable sales process and the consequences of lacking one, framed by rich personal anecdotes and professional insights.
Don’t miss this episode packed with practical advice on refining your sales techniques and strategies.
Key Topics Discussed:
- The Importance of a Repeatable Sales Process: Discussing the necessity of having a structured approach to sales. [00:00:44]
- Emotional Intelligence and Its Impact on Sales: Exploring how emotional intelligence influences sales interactions and outcomes. [00:01:19]
- The Role of Discovery in Sales Success: Emphasizing discovery as a critical phase in understanding customer needs. [00:04:23]
- Integrating Marketing and Sales for Better Customer Acquisition: How aligning marketing and sales efforts can enhance customer acquisition strategies. [00:06:59]
- The Essential Nature of Trust in Sales: Identifying trust as the cornerstone of successful sales relationships. [00:05:24]
- Sales Process Alignment with Buyer’s Journey: Highlighting the importance of aligning the sales process with the buyer’s procedures and expectations. [00:11:17]
Key Quotes:
- Kevin: “If you don’t have a repeatable sales process, you don’t have a repeatable sales process.” [00:00:44]
- Sean: “Sales is nothing more than the transferring of trust.” [00:05:24]
Additional Resources:
- Harvard Business Review Study on Sales Process Effectiveness – Mentioned by Kevin as a source confirming the impact of a documented process on sales performance. [00:13:48] – https://hbr.org/2015/01/companies-with-a-formal-sales-process-generate-more-revenue
Summary:
In this episode, Kevin and Sean unpack the essence of a repeatable sales process and its undeniable role in achieving consistent success. Whether you’re a seasoned sales professional or new to the field, this discussion offers invaluable insights into making your sales efforts more effective and efficient. From the foundational role of trust to integrating marketing and sales, this episode is a must-listen for anyone looking to enhance their sales strategies.
As we approach the 100th episode, stay tuned for more wisdom from “Two Tall Guys Talking Sales.” Ready to elevate your sales game? Listen to this episode now on your favorite podcast platform!
To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=26671639