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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!

Selling Trust: The New Era of Salesmanship in the Digital Age

Have you ever wondered why some salespeople consistently outperform their peers? The answer might surprise you – it’s not about pushing products anymore. Let me share a story that perfectly illustrates this point.

Picture yourself at a car dealership with a problematic engine. The service manager listens briefly and suggests trying premium fuel first instead of pushing for expensive repairs. This unexpected advice reveals the essence of modern sales: building trust over making quick profits.

The digital revolution has transformed how we sell. Your prospects now have instant access to product information, specifications, and reviews. They’ve often completed 70% of their buying journey before contacting you. So, what’s your role in this new landscape?

You must evolve from an information provider to a value creator. Think about it – when did a customer last ask you for basic product details? They don’t need that anymore. They need someone who can help them navigate complex decisions and create innovative solutions.

Consider enterprise software sales. Your customers aren’t just buying features and functions. They’re investing in solutions to their business challenges. Can you help them visualize how your product transforms their operations? Do you understand their workflow well enough to spot opportunities they might have missed?

Trust becomes your most powerful differentiator in this environment. But how do you build it? Through actions, not words. When you genuinely prioritize customer success over immediate sales, people notice. They remember when you steered them away from unnecessary purchases or suggested more cost-effective solutions.

The modern sales process demands a deeper understanding of your customer’s business context. You’re not just matching products to needs – you’re helping define those needs. What problems keep your prospects awake at night? Which industry trends threaten their market position? How can your solution help them stay competitive?

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The Secret to Sales Success: Effective Management and Qualification of MQLs and SQLs

The concept of leads is familiar to sales and marketing novices and experts. However, leads are not created equal. There are Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). The differences between these two types of leads and the approach to handling them can significantly impact the efficiency and success of your sales pipeline.

The journey of a lead typically begins with the marketing team. They craft messages and campaigns to attract potential customers, drawing them towards the company. These potential customers or leads are known as Marketing Qualified Leads (MQLs). MQLs are individuals who have shown interest in the company’s product or service but have yet to be vetted for sales-readiness. They may have responded positively to the company’s marketing efforts by downloading a case study, signing up for a newsletter, following the company on social media, or a wide variety of other criteria that can be unique to each selling organization.

Unfortunately, just because a lead has shown interest does not mean they are ready to make a purchase. This is where the sales team comes in. Their role is to qualify these leads further, turning them into Sales Qualified Leads (SQLs). SQLs are leads the sales team has determined are ready for direct sales engagement. They have been vetted and have shown a clear interest and willingness to hear about the company’s offering from a sales perspective. 

While marketing messages are designed to attract and engage a broad audience, the sales approach is more personal and more targeted. Sales focuses on building a relationship with the individual, understanding their unique needs, and demonstrating how the product or service can meet those needs.

Miscommunication or differing expectations can result in leads being passed along that are not truly sales-ready. This can waste time and resources and even damage potential customer relationships. It’s important for sales and marketing to work together, communicate effectively, and have a clear understanding of what constitutes a qualified lead.

One way to navigate this challenge is to establish clear criteria for MQLs and SQLs. What actions or behaviors indicate that a lead is ready to move from marketing to sales? This might include downloading certain resources, attending webinars, or requesting a product demo. By defining these criteria, both teams can ensure they’re on the same page and that leads are passed along at the appropriate time.

Salespeople should also understand how a lead became an MQL. What attracted them to the company? What information have they consumed? This understanding can inform the sales approach and help the salesperson build a relationship with the lead.

Communication between sales and marketing doesn’t end when a lead becomes an SQL. Salespeople should provide feedback to their marketing colleagues about the leads they’re receiving. If certain leads aren’t panning out, it’s important to communicate this so that marketing can adjust their strategies accordingly. Similarly, marketing should be open to feedback and willing to collaborate with sales to refine their lead qualification process.

In the end, marketing and sales have the same goal: to generate revenue for the company. By working together to manage and qualify leads effectively, they can ensure they’re both working towards this common goal. 

With clear communication, collaboration, and a shared understanding of what makes a lead sales-ready, marketing and sales can streamline the sales pipeline and drive success. 

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Two Tall Guys Talking Sales – From CRM to AI: Building Your Sales Toolbox – E113

Whether you’re a tech-savvy salesperson or just starting to explore the power of modern tools, this episode offers a roadmap for building an affordable, effective sales tech stack. Kevin and Sean provide real-world examples and practical advice to help you stay organized, build stronger client relationships, and close deals faster. Don’t miss this episode—it could be the catalyst for taking your sales game to the next level. Listen now!

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

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

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

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

Two Tall Guys Talking Sales Podcast – From First Sales Hire to Revenue Powerhouse: Essential Strategies for Business Owners – E110

In this episode of “Two Tall Guys Talking Sales,” hosts Kevin Lawson and Sean O’Shaughnessey dive into the unique challenges and opportunities of hiring your second salesperson. Many small business owners face a pivotal moment when they bring on a sales team member who may know the company but not the ins and outs of professional selling. Join Kevin and Sean as they explore how to make the first and second salespeople truly effective, how… Two Tall Guys Talking Sales Podcast – From First Sales Hire to Revenue Powerhouse: Essential Strategies for Business Owners – E110

Two Tall Guys Talking Sales – Empowering Non-Sales Employees to Boost Customer Value – E109

In this episode, hosts Kevin Lawson and Sean O’Shaughnessey, take listeners on a journey to understand the power of non-sales roles in supporting a sales-centric culture. Expanding on prior discussions about sales planning and execution, they explore how professionals outside the sales department—think programmers, customer service reps, delivery drivers, and even truckers—can play a pivotal role in enhancing client satisfaction and identifying new opportunities. Kevin and Sean dive into practical steps sales leaders can take… Two Tall Guys Talking Sales – Empowering Non-Sales Employees to Boost Customer Value – E109

Two Tall Guys Talking Sales – Sales Planning 101: How to Crush Your Quota and Grow New Accounts – E108

Welcome back to Two Tall Guys Talking Sales! In this episode, hosts Kevin Lawson and Sean O’Shaughnessey dive deep into the nuts and bolts of individual sales planning. This conversation moves beyond just hitting quotas—it’s about creating a personal strategy that drives you toward success. Whether you’re starting fresh in a new fiscal year or planning for growth, Kevin and Sean have you covered with actionable advice, real-world examples, and inspiration for developing your own… Two Tall Guys Talking Sales – Sales Planning 101: How to Crush Your Quota and Grow New Accounts – E108

Two Tall Guys Talking Sales – Building a Sales Plan That Works: Aligning Vision with Execution – E107

Join Kevin Lawson and Sean O’Shaughnessy, your hosts on Two Tall Guys Talking Sales, as they delve into the crucial topic of building a comprehensive corporate sales plan. Fresh off last week’s enlightening episode with Richard Cogswell, Kevin and Sean are back to share actionable strategies for creating a robust sales plan that aligns with corporate goals, ensures sales team success, and drives growth. Whether you’re a VP of Sales or a business owner looking… Two Tall Guys Talking Sales – Building a Sales Plan That Works: Aligning Vision with Execution – E107

Two Tall Guys Talking Sales – Building a Mission-Led Sales Culture: Insights from Richard Cogswell – E106

In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey sit down with Richard Cogswell, a 20-year sales veteran and author who leads the APAC region in the FinTech space. Richard shares his journey from commission-only sales in the insurance industry to becoming a B2B sales leader in the complex world of payments. Together, they discuss the critical importance of developing a mission-led culture, the pitfalls of sales leadership without… Two Tall Guys Talking Sales – Building a Mission-Led Sales Culture: Insights from Richard Cogswell – E106