Two Tall Guys Talking Sales – Special Episode: CEO Workshop – Avoiding B2B Sales Mistakes That Are Limiting Revenue Growth – Episode 57

Two Tall Guys Talking Sales – Special Episode: CEO Workshop – Avoiding B2B Sales Mistakes That Are Limiting Revenue Growth – Episode 57

By soshaughnessey0 Comments

Welcome to a special episode of Two Tall Guys Talking Sales, hosted by seasoned sales professionals Kevin Lawson and Sean O’Shaughnessey. Today’s episode is a goldmine for small business owners, consultants, and sales teams looking to scale and outperform their competition. 

This is the audio version of a CEO Workshop recorded on LinkedIn on October 19. You can watch the entire webinar (along with the slides) by going to 

Sean O’Shaughnessy and Kevin Lawson have decided to release these workshops as podcast episodes. The topic of this episode is Avoiding B2B Sales Mistakes that Limit Growth.

Kevin explains the importance of avoiding mistakes and continuously refining sales strategies and skills. He also discusses businesses’ challenges, such as rising costs and limited resources. Inflation, the Consumer Price Index, and labor costs impact business owners. Kevin advises businesses to adjust their prices accordingly to maintain margins. He emphasizes the need for strategic and tactical management to overcome market factors that affect business outcomes. The goal is to increase the value of the business for future saleability.

Kevin also discusses the importance of being strategic and tactical in business. He emphasizes the need to be organized, focused, and create relevant content. Salespeople should also think like marketers to attract customers.

Kevin then discusses responding to RFPs (Request for Proposals) and suggests that businesses should decide whether or not to respond based on their industry and goals. He highlights the low success rate of RFPs and encourages evaluating if it’s worth investing time in them.

The next topic is Sales Playbooks, which are comprehensive documents that help train sales teams by outlining best practices and providing guidance on client communication. Kevin explains the benefits of having a Sales Playbook but acknowledges that many businesses may not have one or have had lackluster results with them. Finally, Kevin suggests documenting a typical sales process as a foundational step toward creating an effective Sales Playbook.

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Two Tall Guys Talking Sales Podcast – The Sales Alignment Blueprint: Close Deals by Understanding Customer Objectives – Episode 56

Two Tall Guys Talking Sales Podcast – The Sales Alignment Blueprint: Close Deals by Understanding Customer Objectives – Episode 56

By soshaughnessey0 Comments

Are you tired of potential customers walking away after hearing your pitch? Do you struggle with aligning your sales process with your customer’s goals? In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey delve into the critical elements that can make or break your sales cycle. From understanding your customer’s pain points to crafting a sales hypothesis that aligns with their goals, this episode is a goldmine of actionable insights for salespeople, sales leaders, and business owners alike.

Key Topics Discussed

  1. The Importance of Aligning with Customer Goals: Understanding your customer’s objectives is crucial for closing deals.
  2. The Discovery Process: How to ask the right questions to uncover your customers’ real challenges.
  3. Leveraging Public Information: Utilizing annual reports and other public documents to tailor your sales approach.
  4. Sales Hypothesis and Marketing Message: Crafting a compelling narrative that resonates with your target audience.
  5. Ideal Customer Profile (ICP) and Target Account Lists: How to identify and prioritize the companies that are most likely to benefit from your product or service.

Key Quotes

  • Kevin: “Listen, pay attention to the words that are coming out of your mouth. ‘Cause they’re telling you how they need to change their own lives. And if that happens to align with the solution you’re offering, you might have a sale.”
  • Sean: “Your annual report is almost like saying, ‘Hey, sales guys come sell to me, but only talk about this one little thing.’ Money will be spent on everything the CEO lists as issues in the annual report.”

Additional Resources

  • Annual Reports: A treasure trove of information for understanding a public company’s goals and challenges.
  • Trade Organization Information: Useful for gaining insights into small and medium-sized businesses.
  • SWOT Analysis: A strategic tool for understanding your strengths, weaknesses, opportunities, and threats in the sales process.

Summary

This episode is a must-listen if you’re looking to supercharge your sales process, shorten your sales cycle, and ultimately boost your bottom line. Kevin and Sean offer a comprehensive guide to understanding your customer’s needs and aligning your sales strategy accordingly. Don’t miss out on these game-changing insights that could be the key to unlocking your next big deal. Tune in now!

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Researching Industry Trends: Stay updated on shifts in the market to provide relevant solutions – Driving New Sales: Transforming Small Businesses into Sales Powerhouses – Episode 1

Researching Industry Trends: Stay updated on shifts in the market to provide relevant solutions – Driving New Sales: Transforming Small Businesses into Sales Powerhouses – Episode 1

By soshaughnessey0 Comments

Welcome to another episode of “Driving New Sales: Transforming Small Businesses into Sales Powerhouses.” This podcast is your compass in navigating the complex world of B2B sales, especially in the enterprise landscape. In this riveting episode, our host, Sean O’Shaughnessey, deep dives into a topic of crucial significance for sales professionals: Researching Industry Trends in the Enterprise Space. If you’re eager to transform from a transactional vendor into a strategic partner, this episode is your blueprint for success.

Key Topics Discussed

  • The Importance of Research for Enterprise Sales – Unearth the value of knowing your client’s business landscape, from understanding decision-making structures to identifying specific needs.
  • Risk Mitigation as a Sales Strategy – Leverage quality research to transition from merely providing solutions to actively mitigating risks at an enterprise level.
  • Being Predictive, Not Just Reactive – Adopt a visionary approach by predicting future market trends and tailoring your sales strategies to match long-term client needs.
  • Crafting Tailored Sales Messages – Learn how to craft sales proposals that don’t just meet current needs but align with the strategic objectives of your enterprise clients.
  • Strategies for CEOs and Sales Managers – Understand the role of top management in fostering a culture that prioritizes research and long-term client alignment.

Key Quotes

“Market research becomes your navigation tool, guiding you through the labyrinthine structures of enterprise decision-making.”

“Your deep understanding of market dynamics enables you to frame your offering in a way that lowers or even eliminates certain risks.”

“With your research, you become more than a salesperson. You become a consultant equipped with actionable insights into your client’s industry.”

Additional Resources

  • SWOT Analysis Templates – For conducting industry-specific research.
  • Public Records and Financial Reports – Annual reports, quarterly filings, and investor presentations for understanding company goals and strategies.
  • CRM Systems – Efficient tools for sales professionals to organize and manage research data.

Sponsor

Our sponsor for this episode of “Driving New Sales: Transforming Small Businesses into Sales Powerhouses” is Carpe Diem Consulting Group. Carpe Diem Consulting Group and its founder, Chris Spanier, drive growth by crafting effective marketing and compelling brand stories for their clients. They love collaborating to bring fresh strategic perspectives that increase their clients’ impact and connections through results-driven marketing – enhancing your online presence, crafting better messaging, prospecting assistance, and more. Working with Carpe Diem Consulting Group leads to more compelling brand narratives, deeper engagement with customers and prospects, and measurable success. You can reach Chris at chris@CDCG.US.

About Sean:

Sean is a professional sales leader with over 38 years of experience in complex business-to-business sales.

Sean helps company owners realize the maximum value of their company by improving their revenue generation capability. ​He helps owners enhance their sales management, methodologies, processes, teams, and messaging to accomplish this.

In his current role as a Fractional Vice President of Sales, Sean has:

  • Helped a company increase its value by 50% with a significant and successful acquisition of the company.
  • Helped a company scale from its angel investments to its series B investments.
  • Helped a company achieve a 50% increase in revenue with a 300% increase in profitability in a single year.
  • Stabilized and put predictability into the sales teams of his clients.

If you need help making your sales organization a top-performing part of your company, you can contact Sean at Sean@NewSales.Expert.

About the podcast:

Driving New Sales: Transforming Small Businesses into Sales Powerhouses focuses on arming CEOs with the knowledge and tools they need to build an exemplary sales operation. This is not a podcast that skims the surface; it delves deep into each facet of sales management, shedding light on the best practices that can elevate a company from mere competence to true excellence. “Driving New Sales” is not just a podcast; it’s a toolkit for building sales powerhouses that are responsive, proactive, efficient, and exemplary.

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Two Tall Guys Talking Sales Podcast – Unlocking Profitable Growth: The Power of Sales Consistency – Episode 55

Two Tall Guys Talking Sales Podcast – Unlocking Profitable Growth: The Power of Sales Consistency – Episode 55

By soshaughnessey0 Comments

Welcome to another riveting episode of Two Tall Guys Talking Sales with your hosts, Kevin Lawson and Sean O’Shaughnessey. This episode is a treasure trove for CEOs, VPs of Sales, and salespeople who are looking to scale their businesses profitably. Dive in as Kevin and Sean dissect the importance of consistency in sales processes, the role of EOS (Entrepreneurial Operating System) in achieving this, and how to identify your most profitable customers. If you’re struggling to grow beyond a certain revenue point, this episode is your roadmap to breaking that barrier.

Key Topics Discussed

  1. The Importance of Consistency in Sales: How maintaining a consistent approach can standardize your sales processes and messaging.
  2. EOS and Sales: How the Entrepreneurial Operating System (EOS) can set the foundation for a consistent and profitable sales strategy.
  3. Identifying Profitable Customers: Why you should focus on selling to companies that are not just your favorites but are also profitable for your business.
  4. Sales Organization Structure: The need for formalizing reporting structures, job descriptions, and goals within the sales department.
  5. Tools for Systematic Growth: How tools and services can help you identify look-alike audiences and scale your business.

Key Quotes

  • Kevin Lawson: “If you don’t have a repeatable sales process, you don’t have a repeatable sales process. You must have absolute consistency.”
  • Sean O’Shaughnessey: “Don’t pick your favorite customers; pick your most profitable customers and identify companies that are just like that and then go sell to them.”

Additional Resources

Summary

If you’re stuck in the rut of inconsistent sales processes, or you’re unsure how to scale your business profitably, this episode is a must-listen. Kevin and Sean offer actionable insights and tools to help you standardize your sales processes, identify your most profitable customers, and set your business on a path to exponential growth. Don’t miss out on these invaluable lessons from two seasoned sales experts. Tune in now!

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Two Tall Guys Talking Sales Podcast – Scaling from Your First 10 Customers to 50, 100 and Beyond – Episode 54

Two Tall Guys Talking Sales Podcast – Scaling from Your First 10 Customers to 50, 100 and Beyond – Episode 54

By soshaughnessey0 Comments

If you’ve got your first 10 customers and are wondering, “What next?” then this episode of Two Tall Guys Talking Sales is essential listening. Hosts Kevin Lawson and Sean O’Shaughnessey explore the transformational journey from acquiring your first customers to scaling up your business. Dive into critical topics like product-market fit, market messaging, the role of the CEO as a salesperson, and much more. Arm yourself with practical, real-world advice to take your business to the next level.

Key Topics Discussed

The Crucial Jump from 10 to 50 Customers

Kevin and Sean examine the strategic shift required when you’re looking to grow from 10 customers to a more substantial customer base. They stress the importance of formalizing and aligning your offering with a well-defined buyer persona.

Understanding Buyer Personas

A recurring topic was the art and science of buyer personas. Kevin emphasizes the need to revisit and revise these as your business evolves. The objective is to understand who you’re selling to and what problem you’re solving for them.

Sales Leadership & Standardization

Sean explores the standardization of sales processes and offerings, particularly for scaling from a one-person operation to a multi-person sales team. This standardization is crucial for scalability and profitability.

The Role of the CEO in Sales

The hosts delve into the inevitable shift in the sales role of the CEO as the company grows. While the CEO might be heavily involved in sales initially, scaling to 50 or 100 customers requires a dedicated sales team.

Selling Tools vs. Selling Solutions

Sean provides a compelling analogy between selling tools and selling solutions. He emphasizes the importance of selling a standardized product rather than a customizable toolkit, using historical examples like Henry Ford and Steve Jobs.

Key Quotes

Kevin: “One challenge I see here that sales leaders need to solve is how to formalize and standardize the attraction process.”

Sean: “You need to really start focusing on who do you sell to, what problem do you really solve, and how do you sell this thing so that other people can sell for you.”

Summary

Don’t miss this episode if you’re gearing up for rapid growth. Both Kevin and Sean provide actionable insights that will equip you to transition from a startup to a scalable business. With a blend of theoretical knowledge and real-world advice, they lay down a roadmap for you to follow. Whether you’re a CEO doing sales, a startup looking to break into the market, or a sales leader aiming for standardization, this episode is your guide to elevating your sales game. Tune in now to pave the way for your business growth!

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Two Tall Guys Talking Sales Podcast – Mastering the Sales Recovery: Engaging Champions and Requalifying Deals – Episode 53

Two Tall Guys Talking Sales Podcast – Mastering the Sales Recovery: Engaging Champions and Requalifying Deals – Episode 53

By soshaughnessey0 Comments

Welcome to another episode of Two Tall Guys Talking Sales, hosted by Kevin Lawson and Sean O’Shaughnessey. This episode is a must-listen for sales professionals, managers, and business leaders who want to understand how to recover when they’ve skipped a step in the sales process. Kevin and Sean delve into the nuances of backing up, requalifying deals, and how to engage your champions effectively. Whether you’re dealing with large corporations or small family-owned businesses, this episode offers actionable insights to help you get back on track and close deals successfully.

Key Topics Discussed

  1. The Realization Moment: Recognizing that you’ve skipped a step in the sales process and how to recover without losing trust.
  2. The Role of a Champion: How to engage your champion to help you navigate through the complexities of the deal.
  3. Resource Limitations: Understanding the constraints that every company faces, regardless of its size, and how to address them.
  4. Requalifying Deals: The importance of requalifying a deal, especially one that previously went to a ‘no decision’.
  5. Sales Process in Small Businesses: How the sales process differs when dealing with small family-owned businesses and how to adapt your approach.

Key Quotes

  • Kevin: “Skipping steps happens, and when you have that realization moment, it’s not a moment to try and beat somebody up.”
  • Sean: “You got to go to your champion and say, help me out. Save me because I’m in a bad way. I need to get all these people on board.”
  • Kevin: “We have to really forecast those because we could invest a lot of money. The most expensive way to buy an ERP is to buy it twice.”

Additional Resources

Summary

Don’t miss this episode if you want to master the art of recovering from missed steps in your sales process. Kevin and Sean provide theoretical knowledge, practical steps, and real-world advice that can be immediately applied to your sales strategies. Whether you’re a seasoned sales professional or new to the field, this episode will equip you with the tools to navigate complex deals and emerge successful. Tune in now to elevate your sales game!

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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 soshaughnessey0 Comments

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!

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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 soshaughnessey0 Comments

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!

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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 soshaughnessey0 Comments

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!

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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 soshaughnessey0 Comments

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!

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