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What An MBA Didn’t Teach You About Sales

The sales profession is challenging. You need to work hard at it to succeed. You need to learn from the best. You need to improve your skills continuously. If you think you can sell since you are a hit at parties and have a lot of friends, you may soon find that you are a failure as a salesperson. Blunt truth:

because the sales profession is so hard, you have to focus on doing everything in sales very well, or you will be considered a failure.

I call this blog, Skinned Knees because I try to relate all of the learning that I have done over the past 4+ decades (while skinning my knees in the learning process).

I hope that you learn from my mistakes so that your business will grow!

Differentiating in the Sales Process: The Key to Boosting Bottom Line

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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Unstick Your Sales: The Importance of Understanding the Buyer’s Journey

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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Overcoming Ghosting and Other Modern Sales Challenges: A Proactive Approach

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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Navigating Through Sales Slumps: A Strategic Approach for Sales Leaders

Like any other profession, sales is not immune to periods of underperformance or slumps. These periods can be particularly challenging when a top performer in your sales team is slumping. Addressing this issue effectively can significantly improve the productivity of your sales processes, ultimately leading to increased revenue for your company.

Various factors can trigger a sales slump, but it often implies a deviation from the sales process or strategy. Sales is a time-based process, not a transactional one. It involves selling to other businesses, which takes time. Therefore, as a sales leader or CEO, it’s crucial to identify when the sales trend starts to slide. This identification is not just about revenue; it requires a retrospective look at the early stages of a sale. If there aren’t enough leads or active relationships in your pipeline, you can foresee a slump and take proactive measures to change outcomes.

A common mistake is focusing on the revenue loss resulting from the effort expended. A more constructive approach is to evaluate the salesperson’s activities in the sales process. If they do the right things daily, they will quickly work out of the slump. The focus should be on maintaining an effective pipeline and executing all the necessary tasks, such as good scoping and discovery calls.

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Two Tall Guys Talking Sales Podcast – Preparing Salespeople for Success: A Deep Dive with Steve Caton – E96

This episode of “Two Tall Guys Talking Sales” is a must-listen for anyone interested in the dynamics of part-time sales roles and how they can significantly impact business growth. Steve Caton shares his expertise on preparing salespeople, measuring their success, and transitioning them into full-time roles. With practical advice and real-world examples, this episode offers a comprehensive guide for sales leaders and business owners aiming to optimize their sales strategies. Tune in now to learn from the best and take your sales team to the next level!

Two Tall Guys Talking Sales Podcast – From Zero to Sales Hero: Steve Caton’s Strategies for Small Business Growth – E95

Don’t miss this enlightening episode with Steve Caton, where he shares invaluable advice on building a scalable sales infrastructure and the benefits of hiring part-time sales professionals. Whether you’re a business owner looking to strengthen your sales team or a sales professional seeking new strategies, this episode offers practical insights and actionable steps. Tune in next week for more in-depth discussions with Steve on creating successful sales organizations.

The Multifaceted Role of a CEO in a Sales-Driven Business Environment

In the business world, the role of a CEO extends beyond just leading the company. It involves taking responsibility for the sales environment, shaping the company culture, and setting the vision for the future. This is particularly important for small companies where the CEO may also be the primary salesperson or sales manager.

One of the critical responsibilities of a CEO in a sales environment is to address and resolve problems. When a client is dissatisfied, the CEO must apologize and take responsibility for the issue. This doesn’t mean placing blame but owning the problem and finding a solution. It is also essential to have a plan in place to prevent similar issues from recurring in the future.

In addition to problem-solving, a CEO plays a significant role in shaping the company’s culture. The company’s culture should reflect the core values that the CEO and the team believe in. These core values should guide the company’s actions and decisions. For example, suppose one of the company’s core values is extraordinary service. In that case, every team member, from the CEO to the junior account person, should strive to provide exceptional client service.

As a CEO, it is also important to be the company’s visionary. This includes setting goals and communicating these goals to the team. The vision should inspire and motivate the team to strive for excellence. It should also give a clear direction on where the company is headed and what it hopes to achieve.

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Mastering Sales in the Digital Age: A Case Study on Megan O’Hara

The sales landscape constantly evolves, and the tools and techniques used to reach potential clients are continually refined and reimagined. One such innovative approach to sales and marketing is pioneered by salespeople and sales managers leveraging technology to add value to their client relationships and boost their sales figures. 

Megan O’Hara, an executive solution specialist in Columbus, Ohio, is at the forefront of this movement. She has developed a unique method of reaching out to clients that adds value to their lives, increases her customer access, and builds her credibility. This method is simple yet impactful: Megan sends a weekly tech tip in a short video format every Monday.

This approach is designed to keep her name at the top of her clients’ minds. In a world where attention spans are increasingly limited and competition for customer attention is fierce, being the first person a client thinks of when they need a product or service is vital. By sending out these tech tips, Megan is providing a valuable service to her clients and ensuring that she remains at the forefront of their minds.

The success of this approach is evident in the response Megan has received from her clients. Many have contacted her after receiving her tech tips, expressing appreciation for her added value to their lives and initiating further business conversations. This is a clear testament to the power of this approach in building strong client relationships and driving sales.

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Building a Successful Sales Team: A Guide for CEOs and Managers

You can overcome obstacles and significantly improve your sales performance with the right mindset, strategies, and tools. For salespeople, sales managers, and CEOs of small companies, the journey to sales excellence is paved with lessons and insights that can be invaluable in improving management capabilities and driving revenue growth.

The sales process is a critical aspect of any business. It’s the engine that drives revenue and growth and the platform on which customer relationships are built. However, businesses often encounter a unique problem in their sales process. The problem isn’t necessarily about the product or service being sold, the market, or the competition. Rather, it’s about the people involved in the process—the salespeople.

Being a salesperson is a challenging profession. It requires a unique set of skills, a deep understanding of the product or service being sold, and a certain level of resilience to face the inevitable rejections that come with the job. But more than that, it requires a mindset that embraces growth, learning, and continuous improvement.

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