data

Two Tall Guys Talking Sales – Sales Slumps & Hot Streaks: How to Build a Predictable Pipeline – E122

By Sean O'Shaughnessey

Sales is a game of ups and downs, but what separates top performers from the rest is their ability to keep the funnel full—even when they’re closing deals. In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey dive into the art and science of building a consistent pipeline. They discuss strategic approaches to prospecting, leveraging data tools, and the importance of curiosity in sales conversations. Whether you’re starting fresh in Q1 or looking to level up your approach, this episode is packed with actionable insights to keep your sales engine running smoothly.

Key Topics Discussed

🔹 The Sales Roller Coaster – Why salespeople experience cycles of high revenue followed by dry spells and how to smooth out the dips. (00:01:15)

🔹 The First Step: Re-engage Past Clients – Why checking in with existing customers is the easiest way to generate immediate opportunities. (00:02:23)

🔹 Using Free Data Resources to Prospect – How Data Axle and Apollo.io can help salespeople generate lists of high-potential prospects at no cost. (00:03:00)

🔹 Turning Leads Into Prospects – The difference between having a database of names and actually engaging with real sales opportunities. (00:05:31)

🔹 The Power of Networking and Curiosity – How to leverage your network to gain insights about a company before reaching out to decision-makers. (00:10:39)

🔹 Climbing the Ladder to the Decision-Maker – Why you shouldn’t start at the top and how building relationships within an organization can earn you a trusted introduction. (00:14:37)

Key Quotes

💬 Sean O’Shaughnessey on avoiding the sales roller coaster:
“If I go back to my drain-the-swamp analogy, you gotta put water back in the swamp, you gotta let it rain, gotta make it rain.” (00:02:02)

💬 Kevin Lawson on the importance of planning:
“Too often, salespeople stop after the second or third introduction. Timing is everything—keep going, keep networking, and keep qualifying your ideal client profile.” (00:12:39)

💬 Sean O’Shaughnessey on reaching executives:
“You cannot send an email to the CEO and expect it to be read. You are just a salesperson. If you want to sell to the top, you need a referral—and probably from someone lower in the organization.” (00:14:37)

Additional Resources

📌 Data Axle – A powerful business database often available through public libraries. Check with your local library for free access.

📌 Apollo.io – A free tool offering up to 10,000 business contacts per month to help with prospecting.

📌 Lighthouse Sales Advisors Coaching – Kevin Lawson offers 1:1 coaching to help sales professionals refine their strategies. Learn more here.

A Significant Actionable Item from this Podcast

Take 30 minutes this week to evaluate your sales pipeline using the “circle exercise.”

Draw a circle and estimate what percentage of your revenue will come from existing clients vs. new clients.
Identify how many new deals you need to hit your quota.
Rank your existing leads based on fit and potential.
Develop a networking plan to move from a name on a list to an engaged prospect.

Doing this exercise will give you clarity on where to focus your efforts and how to strategically fill your pipeline.

Why You Should Listen to This Episode

Struggling with an empty pipeline after closing strong last year? You’re not alone. In this fast-paced, insight-packed episode, Kevin and Sean break down the fundamental strategies that separate high-performing salespeople from those stuck on the revenue roller coaster. Whether you’re looking for free prospecting tools, better ways to approach networking, or a foolproof plan to keep your sales funnel full, this episode delivers practical tactics you can apply immediately.

🎧 Tune in now and take control of your sales pipeline!

Understanding Your Customers: The Role of Buyer Personas and Quarterly Business Reviews

By Sean O'Shaughnessey

Want to know the real secret behind successful sales? It’s not just about knowing what your customers need. The true power lies in understanding who they are at their core.

Have you ever wondered why some sales professionals consistently outperform their peers? The answer often comes down to their mastery of buyer personas and detailed profiles that capture the essence of your ideal customers.

Think of buyer personas as your secret weapon in the sales battlefield. These aren’t just random customer profiles thrown together in a rushed afternoon meeting. They represent carefully crafted composites of your most valuable clients, built from real-world data and insights. Your company might need several of these personas, each targeting different market segments with laser precision.

Creating effective buyer personas demands more than just surface-level observation. Start with a thorough analysis of your business landscape. Examine your strengths and weaknesses. Map out the opportunities that excite you and the threats that keep you up at night. This foundation helps you understand exactly where you fit in your customers’ world.

What makes your top customers tick? The answer lies in meaningful conversations with your best clients. These discussions should dig deep into both quantitative and qualitative factors. Demographics tell part of the story – age, position, education, family status. But the real gold comes from understanding their motivations. Why did they choose you? What problems do you solve that keep them coming back?

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Driving Sales Performance with Strategic Competitive Analysis

By Sean O'Shaughnessey

Ever wonder why some sales teams consistently outperform their competitors while others struggle to close deals? The answer often lies in how well they understand and leverage competitive analysis in their sales process.

Let’s talk about competitive analysis in sales. It’s not just about knowing your competition – it’s about understanding how to use that knowledge to drive results. You need to grasp why prospects choose specific solutions over others and, more importantly, why they sometimes choose to do nothing at all.

Have you considered how many deals you’ve lost not to competitors but to indecision? These “no decision” outcomes often stem from a fundamental gap in prospect qualification. Intelligent sales professionals dig deeper, asking targeted questions about organizational priorities, resource allocation, and strategic initiatives. They understand that timing can be just as crucial as the solution itself.

The modern sales landscape demands a sophisticated approach to competitive analysis. Your success hinges on aligning your organization’s strengths with your prospect’s needs. But here’s the real question: Do you truly understand what your ideal client values most?

Many sales professionals miss the mark by focusing solely on feature comparisons. While product capabilities matter, they’re just one piece of the puzzle. The real power lies in understanding how your solution addresses your prospect’s challenges. This requires a comprehensive view of your competitive landscape, including direct and indirect competitors.

Think about your last few lost deals. What patterns emerge when you analyze the feedback? Every objection and hesitation after presenting pricing are valuable data points that should shape your competitive strategy. Your sales conversations must reflect a deep understanding of your prospect’s value metrics.

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Turning Competition into Opportunity: A Guide for Success in Sales

By Sean O'Shaughnessey

Competition in B2B sales isn’t your enemy. It’s your greatest catalyst for growth and innovation in today’s dynamic market landscape. Have you considered how viewing competitors as opportunities rather than threats could transform your sales approach? Let me show you why this mindset shift matters for your bottom line.

Think beyond the obvious when identifying your competition. Your real rivals aren’t just companies selling similar products or services. They’re anyone competing for your prospect’s budget allocation. This includes businesses offering solutions with capabilities or price points different from yours and other priorities within the prospect. The competitive landscape extends far beyond your direct market segment.

The most formidable opponent often lurks in the shadows of customer inertia. This “no-decision” competitor manifests as your prospect’s resistance to change. It’s the comfort zone that whispers, “Maybe later,” or “What we have works fine.” Understanding this psychological barrier is crucial for your sales strategy.

You need a systematic approach to analyzing and outmaneuvering your competition. Start with an honest assessment of your position in the market. What unique value do you bring to your customers? Where do you consistently outperform others? This self-awareness forms the foundation of your competitive strategy.

Know your competition inside and out. Study their strengths, weaknesses, market positioning, and customer relationships. Your competitive analysis must go deeper than surface-level observations. Map out how their strengths align with your weaknesses. This intelligence helps you craft more compelling value propositions and sales approaches.

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Unlocking Sales Success: The Power of KPIs in Sales Processes

By Sean O'Shaughnessey

Are your sales KPIs helping your team succeed? Many sales leaders focus solely on closed deals. This narrow view misses crucial elements of sustainable sales growth.

The journey matters more than the destination. Sales excellence follows a similar path. Your team’s daily actions and behaviors create the foundation for lasting success.

Effective sales measurement requires a comprehensive view of your team’s activities. Top performers consistently execute vital behaviors that drive results. They prospect strategically, nurture relationships, and expand their presence within existing accounts. These leading indicators paint a clearer picture of future performance than lagging metrics alone.

Your KPI framework must evolve beyond historical analysis. Forward-looking metrics help you spot opportunities and challenges before they impact revenue. What’s happening in your pipeline right now? How are your teams finding new prospects? Which accounts show growth potential?

Experience levels significantly impact appropriate performance measures. New salespeople face different challenges than seasoned veterans. A rookie might need help with fundamental sales behaviors while learning your company’s approach. They need clear operational guidance and structured metrics that reinforce proper execution.

Veteran salespeople bring established skills and proven track records. Their KPIs should emphasize continuous improvement and cultural alignment. How are they advancing their capabilities? What value do they add to the broader sales organization?

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Two Tall Guys Talking Sales – Future-Proofing Your Sales with the Right Tech Stack – E115

By Sean O'Shaughnessey

In this thought-provoking episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey dive into the transformative power of technology in sales and operations. From the essentials of adopting a CRM to leveraging AI and automation, Kevin and Sean discuss how modern businesses can streamline operations, boost productivity, and prepare for the future. Whether you’re managing a small team or a large enterprise, this episode will provide actionable insights into creating an integrated tech stack that supports growth and resilience.

Key Topics Discussed

The Importance of a CRM System (Approx. 00:01:00)
- Why every organization needs a CRM to centralize and share data across teams, from sales to manufacturing.
- How a CRM can prevent revenue loss during sales team transitions.
Building an Integrated Tech Stack (Approx. 00:03:00)
- Understanding the interconnectedness of CRM, ERP, and project management tools.
- Simplifying operations with modern, cloud-based solutions.
Preparing for the AI Revolution (Approx. 00:04:00)
- How AI and machine learning are redefining operational workflows.
- Why having an AI strategy is essential for staying competitive.
Forecasting and Automation (Approx. 00:09:00)
- Leveraging technology to improve forecasting, pipeline management, and resource allocation.
- Automating routine tasks for efficiency and scalability.
The Role of Sales and Marketing Alignment (Approx. 00:11:00)
- Why sales and marketing collaboration is critical for success.
- How technology bridges the gap between these teams.

Key Quotes

Sean O’Shaughnessey:
“Your journey to 2035 starts right now. By staying on outdated tools, you’re not just behind—you’re making it harder to catch up later.” (Approx. 00:06:06)
Kevin Lawson:
“Technology is now part of the fabric of how we do business. If you want to grow and scale—or even just survive—adopting the right tools is the right battle to fight.” (Approx. 00:02:34)
Sean O’Shaughnessey:
“Revenue solves all problems in companies, but only if your systems are set up to support it.” (Approx. 00:12:23)

Additional Resources

McKinsey Report on AI in Business: September 2024 Edition.
HubSpot Marketplace: Tools to integrate CRM with calling apps and social media management platforms.
Ninety.io: Software for tracking KPIs and achieving quarterly goals.

A Significant Actionable Item from this Podcast

Start with Your CRM:
Evaluate your current CRM system (or lack thereof) and its integration with other business tools. Focus on centralizing data and enabling seamless communication between teams. This single step can drastically improve productivity, forecasting accuracy, and cross-functional collaboration.

Why You Should Listen

This episode of Two Tall Guys Talking Sales is a must-listen for anyone looking to future-proof their business. Kevin and Sean offer practical advice and actionable strategies to help you streamline operations, adopt cutting-edge technologies, and align your team for success. Whether you’re planning for 2025 or 2035, the insights shared in this episode will set you on the path to achieving your goals.

Tune in and discover how to take your sales operations to the next level!

Roadblocks, Detours, and Destinations: The Intricate Art of Sales Strategy

By Sean O'Shaughnessey

There’s an ongoing conversation about the importance of strategy, process, and anticipating potential challenges in B2B sales. There’s an analogy that encapsulates this perfectly – imagine you’re on a road trip. You have a destination in mind but are unfamiliar with the route. This is where tools like Waze, Google Maps, or Apple Maps come into play. They direct you to your destination and alert you about potential roadblocks, construction, traffic, or other unexpected events that might delay your journey.

This is precisely how a sales strategy should work. It’s not just about getting from point A to point B but also about understanding the complexities of the journey and preparing for potential roadblocks. For salespeople, managers, and CEOs, understanding the strategy is critical to increasing revenue and improving productivity.

Understanding that a strategy involves more than just the turns along the way is vital. It also involves how to navigate through different areas, understand the speed limit, and anticipate any warnings that might come up. Many salespeople don’t fully grasp these challenges and tend to take them as they come rather than anticipating them and planning accordingly.

Like Waze uses real-time data to adapt to changes on the road, a sales strategy should adjust to new information and circumstances. For example, if there’s construction up ahead or a detour is required, Waze will adapt and provide a new route. Similarly, salespeople should be able to adjust their strategies based on new information or unexpected challenges.

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Two Tall Guys Talking Sales – Sales Intelligence 101: Using AI and Networking to Target Ideal Customers – E112

By Sean O'Shaughnessey

Welcome to another compelling episode of Two Tall Guys Talking Sales with hosts Kevin Lawson and Sean O’Shaughnessey! Kevin and Sean dive deep into a central challenge for sales teams: identifying ideal customers and building a robust prospect list. In this episode, they uncover practical strategies, share indispensable tools, and illustrate how a strong grasp of your customer can turn prospects into loyal clients. Whether you’re part of a lean sales team or managing large territories, this episode is loaded with insights to help you grow.

Key Topics Discussed

Building Your Prospect List (approx. 2:00): Kevin introduces the concept of creating an ideal prospect list and breaks down the importance of strategic targeting beyond mere proximity or broad industry fit.
Activating and Leveraging Networks (approx. 3:00): Both hosts discuss the value of networking to uncover warm referrals, emphasizing the need to build a customized, one-to-one outreach strategy.
Effective Tools for Targeting Customers (approx. 4:45): Sean and Kevin highlight essential tools like LinkedIn Sales Navigator, KnowledgeNet, and AI-powered tools like Perplexity to streamline the process of finding and qualifying leads.
Understanding the Customer’s Goals and Structure (approx. 7:20): Sean shares a story about understanding internal company dynamics and how knowing a prospect’s structure and goals helps in creating value-oriented solutions.
Actionable Research Insights (approx. 10:15): The duo dives into practical research techniques to understand client organizations and stakeholders, stressing that informed sellers are empowered sellers.

Key Quotes

Kevin: “To build a good prospect list, it doesn’t have to mean endless hours on Google or hundreds of cold calls. With the right tools, you can have a list ready before lunch.” (approx. 5:55)
Sean: “Your job isn’t just to sell a product; it’s to solve a problem. When you start with that goal, the sale becomes almost inevitable.” (approx. 14:40)
Kevin: “Whether you’re a team of one or a team of five, using the tools at hand to maximize your reach and impact makes you competitive.” (approx. 13:00)

Additional Resources

A Significant Actionable Item from this Podcast

Leverage AI-powered tools to gain deeper insights into target companies and individuals before engaging in outreach. By using resources like Perplexity to understand a client’s structure, goals, and decision-making processes, salespeople can craft highly personalized solutions that add immediate value.

In the episode, Sean challenged people to use Perplexity to research his fellow co-host, Kevin Lawson. Here is that Perplexity search: https://www.perplexity.ai/search/can-you-help-me-with-informati-Hdjvd9OgQTWFXrODrlhHnQ

In this episode, Kevin and Sean clarify that sales is about more than products—it’s about partnerships. Discover how to empower yourself with the right tools, refine your approach to prospecting, and bring authentic value to each client. Tune in to Two Tall Guys Talking Sales for actionable strategies to transform how you engage, connect, and close.

From Chaos to Order: Improve Your Sales Productivity with Effective Pipeline Management

By Sean O'Shaughnessey

Sales is a complex and intricate world, a jigsaw puzzle where each piece must fit perfectly to create a successful picture. This is especially true when it comes to managing sales, whether you’re a salesperson, a sales manager hoping to enhance your leadership skills, or a CEO in the trenches of a small company. Understanding the challenges and nuances of the sales process is crucial to increasing revenue and productivity.

Imagine you’re in a room full of sports equipment scattered everywhere, from basketball shoes to cheerleading pom-poms. It’s a total mess, and you can barely see the floor. This is a perfect metaphor for what a disorganized sales pipeline can look like. It’s messy chaotic, and there’s always something that doesn’t quite smell right.

The sales pipeline is vital for tracking and managing sales prospects from the initial contact to the deal’s closing. It visually represents where potential customers are in the sales process. However, if not properly managed, the pipeline can become a mess.

A common issue is when a deal gets pushed from one month to the next. The sales rep simply changes the closing date, making it seem like procrastination has become a part of the process. This can be due to various reasons, such as a lack of commitment from the customer, the sales rep not understanding the customer’s needs, or simply a lack of follow-up. To avoid this, it’s essential to go back to basics. Understand where the customer is in their evaluation and buying process. Are they genuinely interested in buying or just exploring the idea? It’s perfectly fine for a customer to be in the exploratory stage, but that doesn’t mean they’re ready to buy. These customers should be considered early-stage prospects and not be rushed into buying.

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Two Tall Guys Talking Sales Podcast – The Art of Targeting: How Small Sales Teams Can Win Big in Expansive Territories – E111

By Sean O'Shaughnessey

In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey dive deep into the challenges and strategies of managing large sales territories, especially for teams with fewer than five sellers. Reflecting on their extensive sales careers, they explore the intricacies of balancing time, travel, and targeting the right clients when facing expansive regions. Kevin and Sean share actionable insights on refining the ideal client profile (ICP) and discuss how small business owners and sales leaders can make intentional, high-impact decisions in their outreach efforts. Tune in to discover effective approaches to optimizing sales territories and maximizing limited resources to achieve sustainable growth in the new year.

Key Topics Discussed

The Impact of Large Sales Territories on Small Teams (00:01:38): Kevin and Sean discuss the demands of covering extensive sales regions, whether a few states or half the country and why focus and territory management are crucial for smaller sales teams.
The Importance of Ideal Client Profiles (00:04:57): Sean explains how understanding and refining your ICP can simplify prospecting, ensure each lead mirrors your most valuable clients, and avoid wasted effort on non-ideal targets.
Leveraging Top Clients for Networking and Referrals (00:09:03): Sean and Kevin emphasize the value of networking over cold prospecting, suggesting that current clients can provide introductions and case studies that open doors to similar high-potential accounts.
Using Personas to Deepen Client Relationships (00:11:00): Kevin discusses how personas complement the ICP by focusing on individual motivators, ensuring sellers speak directly to what matters most to each prospect.
Strategic Territory Planning for the Coming Year (00:12:59): The hosts explain how to plan for realistic, growth-oriented targets and advise on which regions and clients to prioritize based on resources and client potential.

Key Quotes

Kevin Lawson (00:05:34): “When you have less than five sellers on your team, your ideal client profile becomes really, really important… Look at your prospect list and ask yourself: do they fit my ICP? It’s something you can do today, quickly.”
Sean O’Shaughnessey (00:10:48): “If you have the world as your territory…your quota needs to be based on how many people you can actually see and deal with—not on everyone who could theoretically buy your product.”
Kevin Lawson (00:11:18): “Ask yourself this: how does your ideal client persona earn a bonus? If your product doesn’t align with what matters to them, you’re likely speaking to the wrong person.”

A Significant Actionable Item from this Podcast

Refine Your Ideal Client Profile and Persona Today: Identify your top 10 favorite customers and analyze their shared traits. Compare these traits to your current prospect list, removing prospects that don’t align with your top client characteristics. This simple but powerful action helps ensure you’re spending time on prospects more likely to become valuable clients.

Closing Summary:

As you prepare for the upcoming year, Kevin and Sean’s conversation provides invaluable advice for small sales teams navigating large territories. Whether you’re a business owner, a solo seller, or a sales leader with a lean team, this episode reveals practical tactics for honing in on your ideal client profile, leveraging client relationships, and maximizing the impact of each sales call. Dive in to learn how to set your sales strategy up for success, and walk away with actionable tips you can implement immediately. Listen now and take your sales approach to new heights with Two Tall Guys Talking Sales!