sales culture

The Three Pillars of Sales Success: Ideal Client Profiles, Effective Messaging, and Aspirational Offers

By Sean O'Shaughnessey

Let’s start this article with a rhetorical question to the sales professionals, sales managers, or CEOs: Have you ever found yourself guilty of sending messages to prospects without fully considering their specific needs or how your offer aligns with them?

If so, you’re not alone—this is a common pitfall in sales. The good news is, it’s entirely fixable by developing a straightforward, strategic approach.

An effective sales strategy hinges on three core components: defining your ideal client profile (ICP), crafting a resonant message, and presenting a compelling offer. These elements are interconnected. Mastering their alignment will significantly enhance your sales effectiveness.

Ideal Client Profile

Let’s start with the ideal client profile. How well do you know the companies you’re targeting? Identifying your ideal customer is foundational to your entire sales approach. It’s not enough to say that your market is “small businesses” or “tech companies.” Instead, think about your best clients—the ones you genuinely enjoy working with, who value your product, and who generate profitable, sustainable business. Think about companies that rarely devalue your product or service by asking for a discount. What do these clients have in common?

Now that you have your favorite customers from above, reflect on your top five or ten accounts. Are they in the same industry? Do they share similar challenges or company structures? Perhaps they all have common goals that your product consistently solves. Pinpoint these commonalities. This process will help you create a precise and actionable ideal client profile.

But don’t stop at company-level characteristics. Remember, even in B2B sales, you’re ultimately selling to individuals. Identify the specific roles or buyers within these organizations that are responsible for making buying decisions. Who are these decision-makers? What motivates them personally and professionally? Do they all have the same kind of college education? Do they all have similar career paths? Understanding the people behind the logo makes your outreach more personal, targeted, and effective.

What is your message?

Once you’ve developed a clear picture of your ideal client and the people within those companies, the next step is crafting a message that reflects your value-selling message. This message is how you communicate your value proposition—it’s the bridge between your product and your prospect’s needs. Too often, sales messaging falls flat because it focuses heavily on the seller rather than the buyer. Statements that emphasize “we,” “I,” or “our product” rarely resonate deeply. Instead, effective messaging highlights the customer’s perspective, clearly communicating the benefits they will experience.

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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 – 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.

The Right Person in the Right Seat: Unleashing Company Growth through Strategic Sales Leadership

By Sean O'Shaughnessey

A recurring issue for small companies has emerged; the company’s owner or CEO often leads the sales department. This might be because they believe no one else can sell their product or service better than they can. However, this mindset might be hampering the company’s growth potential.

If you’re a company owner or CEO who leads sales, it’s crucial to consider the risk of this approach. When the person leading the company also heads sales, the business is constrained by the amount of time that leader has. If your salespeople consistently wait for your input or response, you might face a growth opportunity and a challenge simultaneously.

The solution lies in de-risking your organization’s growth potential by getting a sales leader in the sales leadership seat separate from you. This concept resonates with the theory of constraints, a principle often applied in the manufacturing industry but equally applicable in sales. The theory of constraints focuses on identifying the factors that limit your success.

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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!

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

By Sean O'Shaughnessey

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 to ramp up revenue, and how to know when it’s time to expand your sales team. Packed with actionable insights, this episode is a roadmap for business leaders looking to maximize their early sales hires and foster sustainable growth.

Key Topics Discussed:

The First Sales Hire: Opportunity or Risk? – Sean and Kevin discuss the challenges owners face when hiring a single salesperson who may lack deep sales expertise (00:00:17).
How to Make Your Second Sales Hire Successful – Kevin emphasizes the importance of a structured onboarding process focused on accountability, consistent communication, and setting measurable outcomes for new hires (00:02:24).
The Power of Accountability and Communication – Kevin and Sean lay out practical steps for holding a first salesperson accountable and how to provide actionable, regular feedback for improved performance (00:04:00).
Setting Success Metrics and Revenue Goals – Sean covers the critical role of defining success metrics and how to know when it’s time to hire a second salesperson or replace your current one (00:06:31).
Shortening the Sales Ramp-Up Time – Kevin challenges the assumption that onboarding takes years, urging owners to implement processes that cut onboarding from years to months (00:10:00).
Revenue Abundance Mindset – Sean closes with a motivational segment about the abundance of revenue potential in every industry, stressing the importance of targeting the ideal client profile (00:12:23).

Key Quotes:

Kevin: “The ‘how’ question is so important. How do we get someone into our organization in a way where they feel valued, are producing value, and we can all measure and feel the growth of that value throughout the organization?” (00:02:39)
Sean: “If you’re concerned that the salesperson is successful, but you’re not quite there, start by pushing two numbers—closing deals faster or bringing in more revenue per deal.” (00:07:55)
Kevin: “We need you as an owner to set a goal for yourself that this year, this next 12 months, you’re going to reduce the ramp time to one year. And in three years, we’re going from a two-year ramp to a 90-day ramp.” (00:10:24)
Sean: “There’s an abundance of people out there who want to buy your product and who have problems you can solve. Go after your ideal client profile, help them achieve their goals, and you will find more revenue than you ever imagined.” (00:14:23)

Additional Resources:

Sean’s Book – Eliminate Your Competition – Referenced as a comprehensive guide for building sales plans. Available for purchase on major book retailers’ websites. https://amzn.to/2K37ugx

A Significant Actionable Item from this Podcast:

Set Regular Checkpoints for New Sales Hires – Create a structured, regular feedback and accountability process for any new salesperson. Schedule weekly check-ins to evaluate progress on specific metrics such as speed of closing deals and revenue per deal. Adjust goals as needed to encourage growth and provide timely support.

Summary:

Whether you’re just starting to build your sales team or looking to improve your existing process, this episode of “Two Tall Guys Talking Sales” with Kevin Lawson and Sean O’Shaughnessey offers practical advice to drive real change. They dive deep into how to turn your first and second salesperson into a powerhouse by fostering accountability, clear communication, and a strategic growth mindset. Subscribe now and get ready to learn from the experts how to structure, support, and scale your sales efforts—taking your business to new heights.

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

By Sean O'Shaughnessey

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 to foster a collaborative environment where everyone contributes to sales success, making this an unmissable episode for business leaders, sales professionals, and anyone looking to understand the value of cross-functional synergy in achieving enterprise growth.

Key Topics Discussed

The Sales Quadrant Framework [00:01:00]: Kevin and Sean introduce a framework for effective sales planning, dividing it into four quadrants: Strategy, Process, People, and KPIs. This framework guides leaders on fostering a holistic sales ecosystem.
Sales for Non-Salespeople: Defining the Role [00:01:40]: The hosts discuss how non-sales team members, from programmers to quality agents, can pass along valuable customer insights without selling directly. It’s about listening and relaying information to sales, not cold calls or quotas.
Leveraging Customer Interactions for Insight [00:03:14]: Sean shares a vivid example from his software background, where consultants gathering customer feedback created substantial upsell opportunities. He emphasizes the value of customer-facing team members in providing sales with a view from the trenches.
Building Relationships Across Teams [00:07:00]: Kevin discusses strategies to align cross-functional team goals with sales objectives, creating a supportive network that encourages the entire team to spot potential sales opportunities.
The Importance of Gratitude and Recognition [00:12:07]: Sean underscores the value of acknowledging and thanking team members who help sales, reinforcing their role in supporting company-wide goals and deepening relationships across departments.

Key Quotes

Kevin Lawson: “We’re not asking non-salespeople to sell, but we are asking them to raise their hand when they see something we might need to know about to help our customers better.” [00:01:59]
Sean O’Shaughnessey: “In every company, people need help achieving their goals. And often, the folks who see where we can help the most aren’t in the sales department—they’re on the front lines, interacting with customers daily.” [00:04:11]
Kevin Lawson: “Be a better person in business. Support your teammates, your vendors, and your community, and that support will circle back, lifting everyone’s success.” [00:14:04]
Sean O’Shaughnessey: “A simple ‘thank you’ can be the most valuable recognition, and it builds bridges with your team. Make it a habit.” [00:12:46]

A Significant Actionable Item from this Podcast

Empower Non-Sales Team Members to Listen for Opportunities
Sales leaders should hold short training sessions or casual discussions with non-sales staff, educating them on key signals that may indicate an opportunity. Encourage these team members to feel comfortable sharing insights with sales and clarify that they won’t be pressured to sell—just to observe and communicate.

Summary: This Two Tall Guys Talking Sales episode delivers essential insights for any sales-driven organization. Kevin and Sean emphasize the untapped potential within non-sales teams, showing how they can indirectly yet powerfully support sales efforts by sharing customer feedback and needs. With practical strategies for fostering collaboration and recognizing the contributions of non-sales staff, this episode is a must-listen for sales leaders looking to unlock every possible avenue of client satisfaction and revenue growth. Tune in and discover how even a small tweak in team communication can significantly impact your bottom line.

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

By Sean O'Shaughnessey

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 winning sales plan. Get ready to sharpen your tools and plan to exceed your quota!

Key Topics Discussed

Building Your Sales Plan (2:00): Sean breaks down the critical elements of creating your personal sales plan, including setting a quota, calculating the number of deals you need to close, and how to push yourself beyond expectations.
Analyzing Your Existing Customer Base (4:10): Kevin emphasizes the importance of understanding your existing customers, maintaining relationships, and strategically growing accounts that can carry you through the year.
Knowing Your Competitors and Market (6:30): Both hosts discuss the significance of competitor analysis and knowing your market, down to the behaviors and needs of your customers.
Planning for New Accounts (9:00): Sean challenges listeners to add new accounts to their plan and start treating those prospective clients like they are essential to your financial future.
Collaborating with Marketing (11:00): Sean and Kevin stress the importance of working hand-in-hand with your marketing team to fill the gaps in your sales plan and generate quality leads.

Key Quotes

Sean (2:50): “If you’re supposed to do 50 deals to hit your million-dollar quota, guess what? You have to do 60. We’re going over quota—no excuses!”
Kevin (4:40): “Am I taking care of the customers that I know I should be taking care of? Yes or no. It’s really straightforward.”
Kevin (5:50): “Know who your competitors are, and know who you want to do business with. Don’t just rely on marketing to tell you—figure it out for yourself.”
Sean (9:55): “You need to think of these prospective accounts as your best friends. If they are important to your success, know everything about them.”

Additional Resources

If you missed last week’s episode on Building a Sales Plan That Works: Aligning Vision with Execution, go back and listen for an in-depth look at building sales strategies from a leadership perspective. https://sites.libsyn.com/458454/site/building-a-sales-plan-that-works-aligning-vision-with-execution

A Significant Actionable Item from this Podcast

Identify 20 new accounts you do not currently have a relationship with and begin learning everything about them—competitors, pain points, goals, and market behaviors. Integrating these targets into your sales plan today can set you up for growth and success as early as January.

Summary

This episode of Two Tall Guys Talking Sales is packed with valuable insights for every sales professional looking to take control of their personal sales plan. Kevin and Sean encourage you to meet your quota and exceed it by going the extra mile—analyzing existing customers, targeting new ones, understanding your competitors, and working closely with marketing to generate leads. Whether you’re an individual salesperson or a sales leader, this conversation will leave you energized and ready to tackle the coming months with a winning strategy. Don’t miss this episode!

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

By Sean O'Shaughnessey

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 to scale, this episode is packed with insights to help you reach your sales targets effectively.

Key Topics Discussed:

The Importance of Sales Plan Alignment (Approx. 01:32) Kevin explains why sales reps and leaders must understand and align with the company’s long-term vision, ensuring goals cascade from top-level leadership to every sales team member.
Bottom-Up vs. Top-Down Sales Planning (Approx. 03:17) Sean and Kevin outline the tactical approaches to sales planning, with bottom-up focusing on individual sales potential and top-down focusing on company-wide aspirations and limitations.
Risk-Adjusted Goal Setting (Approx. 02:55) Kevin highlights how to factor in both realistic and aspirational targets while accounting for potential risks, offering a pragmatic approach to sales planning.
Understanding Limiting Factors in Sales Growth (Approx. 06:30) Sean shares an example of a client that couldn’t scale due to manufacturing constraints, emphasizing the need to account for operational bottlenecks in the sales plan.
The Value of Discovery Questions (Approx. 08:45) Sean underscores the importance of including tailored discovery questions for different buyer personas, ensuring salespeople are prepared to ask the right questions during prospecting.

Key Quotes:

Kevin Lawson:
“As a VP of Sales, my compensation was directly tied to helping the board, the leader, the owner achieve their vision. What we’re doing is creating alignment between the company’s big picture and the sales team’s tactical execution.” (Approx. 01:32)
Sean O’Shaughnessy:
“When you’re thinking top-down, think about what your limitations are for delivering on those goals. It’s not just about setting lofty sales targets; it’s about asking, ‘How are we going to deliver on this?’” (Approx. 05:10)

Additional Resources:

Previous Episode:
If you missed last week’s discussion with Richard Cogswell on culture and developing sales plans, be sure to catch up for more insights that build upon today’s conversation.
https://sites.libsyn.com/458454/site/building-a-mission-led-sales-culture-insights-from-richard-cogswell

A Significant Actionable Item from this Podcast:

Write down the top 10 companies that fit your ideal client profile but aren’t currently customers. Challenge your sales team to convert at least one of these prospects into a paying customer by year-end. The simple act of documenting these targets can dramatically improve your chances of success by keeping everyone focused and accountable.

Summary:

In this episode of Two Tall Guys Talking Sales, Kevin and Sean lay out the blueprint for developing a high-impact sales plan that aligns with your company’s goals and sales targets. With practical examples and actionable advice, they explain how to approach sales planning from both the bottom-up and top-down perspectives, highlighting the importance of understanding your business’s limitations and opportunities for growth. If you’re looking to elevate your sales strategy, this episode is a must-listen!

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

By Sean O'Shaughnessey

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 a plan, and actionable strategies for creating a structured sales environment.

Join the conversation as they explore how sales leaders can move beyond the typical financial-year focus and elevate their teams with clarity, focus, and purpose. Whether you’re a sales leader or a single contributor looking to up your game, this episode is packed with insights to help you build a more robust sales foundation.

Key Topics Discussed:

The Importance of a Go-to-Market Sales Plan (00:01:47): Richard highlights why many organizations lack an articulated sales strategy and the repercussions this can have on cross-functional alignment and growth.
From Surviving Year-to-Year to a Mission-Led Culture (00:04:22): The hosts dive into how sales leaders can shift from short-term financial targets to a long-term, mission-driven approach.
Creating a Structured Sales Environment (00:06:18): Richard explains the necessity of documenting your big bets and aligning your team with cross-functional partners.
Identifying and Empowering Sales Leaders (00:11:00): Learn how to recognize key players within your team and use them to foster growth and cohesion.
The Power of Salespeople Creating Their Own Plans (00:12:48): Richard shares the importance of involving sales reps in the planning process and how it strengthens accountability and execution.

Key Quotes:

Richard Cogswell: “If you’re a commercial leader and you don’t have a structured sales plan, I’m sorry, but that is your responsibility to create one. How else do you align your team and cross-functional leaders toward the same goals?” (00:03:18)
Sean O’Shaughnessey: “You have to have a plan. Kevin and I are often brought in as fractional VPs of sales, and the first thing we see is the absence of a plan, which is exactly why we’re needed.” (00:04:43)
Kevin Lawson: “I love what you said about getting beyond the fiscal year focus and building a mission-led culture. That’s a simple, but powerful, shift every sales leader needs to understand.” (00:10:31)

Additional Resources:

Richard Cogswell’s book, The Cultural Sales Leader: Sustaining People, Attaining Results, is available on Amazon, Barnes & Noble, and other retailers. https://a.co/d/1sc187j
Connect with Richard on LinkedIn for more insights into sales leadership and cultural transformation in business. https://www.linkedin.com/in/richardcogswell/

A Significant Actionable Item from this Podcast: Sales leaders should implement a one-page sales plan for their team. This document should clearly define the financial goals, top priorities, values and behaviors expected, and specific actions needed to achieve success. Ensure this plan is regularly revisited and adjusted to align with short-term and long-term goals.

Summary: In this episode, Richard Cogswell brings a wealth of experience to the table, sharing his journey from commission-only sales to leading an entire region in the FinTech industry. His insights into the necessity of structured sales plans, mission-led cultures, and empowering sales leaders are invaluable for anyone in sales leadership or aspiring to be. Whether you’re managing a team or just starting out, the principles Richard discusses can help take your sales strategy from surviving to thriving. Don’t miss this chance to learn how to build a focused, intentional sales culture that drives long-term success!