Welcome to “Driving New Sales: Transforming Small Businesses into Sales Powerhouses,” the essential podcast for B2B sales professionals, managers, and CEOs of companies aiming for revenue growth. In today’s episode, we’re diving into the core of any thriving sales organization: the Sales Process Flowchart. Guided by Sean O’Shaughnessey, a veteran in sales strategy, we’ll explore how to craft and refine your sales process for peak efficiency and effectiveness.
Our esteemed sponsor, Kevin Lawson of Lighthouse Sales Advisors and Sales Xceleration, is our sponsor for this episode. Kevin offers unparalleled sales leadership solutions for small businesses, focusing on navigating sales growth challenges and scaling up operations through his extensive experience. Kevin’s fractional consultancy is the answer for those looking for expert guidance in sales team development without the commitment of a full-time executive.
Blueprint of Success: Discover the importance of having a well-defined Sales Process Flowchart as your guide through the sales journey.
Stages of the Sales Process: Sean breaks down each stage of the sales process, from prospecting to nurturing long-term relationships.
Customizing Your Sales Approach: Learn the significance of tailoring your sales process to fit your unique business model and industry requirements.
Visualizing the Sales Funnel: An exploration of how visualizing your sales funnel can identify potential leaks and optimize the sales journey.
Leveraging Technology: Insight into how automation tools and CRM systems can enhance your sales process and free up your team to focus on selling.
The Dynamic Nature of Sales Processes: Emphasizing the importance of continuous feedback and adaptation to keep your sales process relevant and effective.
Key Quotes
“Success doesn’t come from random acts of effort. It requires a blueprint, a master plan that orchestrates every step of the sales journey.”
“Imagine your Sales Process Flowchart as the architectural plan for a skyscraper. Without it, you’re merely stacking bricks without knowing how high they should go.”
“Technology is the wind beneath our sales team’s wings, freeing them up to do what they do best—sell.”
Additional Resources
Sales Management Association Study: Highlights the performance impact of using a formal sales process.
Harvard Business Review Study: Shows a significant revenue increase for businesses with a standardized sales process.
Action Items You Can Do Today
Develop a Visual Sales Process Flowchart: Start with a simple outline and refine it to suit your team’s needs.
Solicit Feedback from Your Sales Team: Use their frontline insights to improve your sales process.
Customize Your Approach: Ensure your sales stages align with your business model for increased efficiency.
Invest in Training and Technology: Equip your team with the necessary knowledge and tools to excel.
Embrace Continuous Improvement: Regularly update your sales process based on feedback and changing market conditions.
Today’s episode with Sean O’Shaughnessey has armed you with the knowledge to construct a Sales Process Flowchart that is the backbone of a successful sales strategy. Implementing the discussed actionable strategies will refine your sales process, making it a powerful engine for business growth. Stay tuned for more insightful episodes to further empower your journey to becoming a sales powerhouse.
Contact Information
Sean O’Shaughnessey: Email – Sean@NewSales.Expert
For more expert advice on transforming your sales strategies, don’t forget to subscribe to “Driving New Sales: Transforming Small Businesses into Sales Powerhouses.” Join us next time for another deep dive into the strategies that can elevate your sales game. Until then, keep selling smart and forging meaningful connections with your customers.
The key to success in today’s changing business landscape is continually improving your sales strategies. As someone who has worked as a VP of Sales, I have personally witnessed the transformative impact of honed sales methodologies and comprehensive product knowledge. This year, it is crucial that we shift our focus and elevate our approach.
The Power of Product Knowledge: Your Ultimate Sales Advantage
One frequently underestimated aspect is having in-depth knowledge about your products or services. It’s not about being aware of what you offer; it’s about truly understanding what makes your offering unique and valuable to your customers. Regular training sessions dedicated to product knowledge should be a part of our schedule. We need every member of our sales team to be able to articulate the features and benefits of our products confidently.
Preparation breeds confidence. Sales leadership should client scenarios and engage in role-playing during sales meetings to enhance your team’s skills further.
Also, take the time to create a product FAQ that can be used as a quick reference guide. Equipping everyone, not just your sales team, with the necessary knowledge to effectively handle customer conversations is essential.
While buyers hold significance in the purchasing process, it’s essential to consider decision-makers who may extend beyond buyers. Customize your conversations to engage and influence these individuals. This involves understanding their needs and how your product offers unique solutions.
Over the next two weeks, I encourage you and your team to explore and discuss two new features of our product. By integrating these features into your sales narratives, you can enhance the depth and relevance of your client interactions.
Finally, incorporate client success stories into your sales pitches. Each feature, benefit, and capability of our product should be supported by real-life examples that resonate with our clients on a level.
I invite you to dive into these strategies in my latest video resource. The second video of this series is linked below. This video (and the others in the series) goes beyond being a guide; it explores achieving sales mastery in the new year and beyond. Begin today. Make this year your most successful yet!
Welcome to a new episode of “Driving New Sales: Transforming Small Businesses into Sales Powerhouses.” Today’s discussion, led by Sean O’Shaughnessey, focuses on market segmentation and its pivotal role in enhancing sales strategies for small and medium-sized businesses. This episode is sponsored by Kevin Lawson of Lighthouse Sales Advisors and Sales Xceleration, offering seasoned sales leadership solutions for small businesses.
Key Topics Discussed
Understanding Market Segmentation: Sean dives into the essence of market segmentation, likening it to the precision and personalization of a master tailor.
The ‘MASA’ Criteria for Effective Segmentation: Explore the Measurable, Accessible, Substantial, and Actionable elements that form the foundation of successful market segmentation.
High-Value vs. Low-Value Customer Segments: Learn to differentiate and prioritize segments based on value, focusing resources on the most profitable groups.
Tailoring Offerings to Customer Needs: The significance of customizing products and services to meet the unique requirements of each target segment.
Applying Geographic, Demographic, and Psychographic Segmentation in B2B Sales: Insights into using these segmentation strategies to effectively identify and target potential business clients.
Leveraging Data Analytics and Market Research: Utilize data-driven approaches for informed segmentation and proactive market strategy adjustments.
Key Quotes
“Market segmentation is not just about splitting your market into groups; it’s about recognizing and catering to your customers’ unique needs and preferences.”
“High-value customers usually offer higher margins and are more likely to be repeat purchasers, potentially even advocating for your brand.”
“Regular reviews and adjustments to your segmentation strategy are crucial to maintain its effectiveness and relevance in the ever-evolving marketplace.”
Our Sponsor
Thank you to Kevin Lawson of Lighthouse Sales Advisors and Sales Xceleration for sponsoring today’s podcast. Kevin is a sales leadership solution provider for small businesses. Kevin helps business owners navigate the potential pitfalls around sales growth, sales turnaround, or scaling up by leveraging sales acumen and his decades of experience to build effective sales teams.
Kevin Lawson of Lighthouse Sales Advisors can be reached at kevin@lighthousesalesadvisors.com and https://www.linkedin.com/in/kwlawson/
Action Items You Can Do Today
Segment Your Customer Base: Classify customers into high, medium, and low-value segments based on purchase history, interaction frequency, and service costs.
Determine Customer Lifetime Value: Use data analytics to calculate the lifetime value of each customer segment and prioritize accordingly.
Develop Specialized Marketing and Sales Campaigns: Craft targeted strategies for each segment, primarily focusing on high-value customers to maximize revenue.
Regularly Review and Update Your Segmentation Strategy: Stay attuned to market changes and adjust your segmentation approach to ensure continued relevance and effectiveness.
Thank you for tuning into “Driving New Sales: Transforming Small Businesses into Sales Powerhouses.” In this episode, Sean O’Shaughnessey has provided valuable insights into market segmentation, demonstrating its critical role in a successful sales strategy. Implement these actionable steps and witness a transformative impact on your business. Stay subscribed for more insightful episodes exploring practical strategies to drive new sales and enhance your company’s growth.
Welcome to the latest episode of “Driving New Sales: Transforming Small Businesses into Sales Powerhouses,” where we dive into the critical aspects of B2B sales. Today, Sean O’Shaughnessey, a seasoned consultant in sales organization enhancement, sheds light on the importance of staying updated with client news and updates. This episode is proudly sponsored by “Two Tall Guys Talking Sales,” a podcast by Sean O’Shaughnessey and Kevin Lawson focusing on boosting sales management and methodologies.
Key Topics Discussed
The Power of Staying Attuned to Client’s Business World: Sean discusses the significance of being proactive and informed about clients’ activities and how this approach transforms sales teams into strategic forces in B2B sales.
Practical Tools and Strategies for Monitoring Client Updates: Explore the utility of Google Alerts and the role of social media in gaining insights into clients’ strategic moves.
Interpreting Client News as Opportunities: Understanding how to read between the lines of client announcements and news for potential sales opportunities.
Context and Timing in Sales Outreach: The importance of timing your sales outreach to align with clients’ immediate needs or strategic goals.
Leveraging Analytics and CRM for Comprehensive Understanding: How to use analytics and CRM software to analyze client data and market trends for a more informed sales strategy.
Aligning Monitoring Efforts with Sales Objectives: Ensuring all gathered information is strategically used to drive sales goals.
Key Quotes
“Staying informed about your clients’ activities is not just advantageous; it’s essential.”
“Google Alerts is a straightforward yet powerful tool… It’s about maximizing efficiency and staying one step ahead.”
“Data and tools are only as effective as the strategy behind them.”
Set Up Advanced Google Alerts: Tailor your alerts with specific queries for each client to filter the most relevant information.
Actively Engage on Social Media: Monitor and engage with your clients’ social media activities to build relationships and gather insights.
Analyze Client Structural Changes: Stay informed about your clients’ mergers, expansions, or layoffs and adapt your sales strategies accordingly.
Conduct In-Depth Report Analysis: Regularly review clients’ quarterly and annual reports to tailor your sales approach effectively.
Perfect Your Outreach Timing: Use your insights to determine the best timing for your sales approach, making it as impactful as possible.
Conclusion
In today’s episode, Sean O’Shaughnessey has provided invaluable insights into how monitoring client news and updates can revolutionize your sales strategy. Remember, successful sales are not just about the transaction; they are about offering timely, relevant solutions that align with the client’s current state and needs. Stay tuned for more episodes to continue transforming your business into a sales powerhouse.
Kevin and Sean together have about 60 years of experience in professional selling. This podcast helps people in sales, sales leadership, and business leadership or company owners realize the maximum value of their company by improving their revenue generation capability. This podcast is designed to help those people enhance their companies’ sales management practices, methodologies, processes, teams, and messaging.
Sean O’Shaughnessey and Kevin Lawson are Fractional Vice Presidents of Sales. They operate their own companies separately but have partnered for this podcast to advise salespeople and SMB companies on successful strategies and methodologies.
Kevin is the CEO of Lighthouse Sales Advisors. Lighthouse Sales Advisors is a sales leadership solution provider for small businesses. Lighthouse helps business owners navigate the potential pitfalls around sales growth, sales turnaround, or scaling up by leveraging sales acumen and decades of experience to build effective sales teams. https://www.lighthousesalesadvisors.com/
Sean is the CEO of New Sales Expert. He 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.
Discover how to stay ahead in the competitive world of B2B sales with Sean O’Shaughnessey’s expert insights. This episode of “Driving New Sales” is an essential listen for any sales professional, manager, or small business CEO looking to elevate their sales strategy and stay attuned to their clients’ evolving business world. Tune in now for strategies that will transform your approach to sales!
My mission is to bridge the expertise gap that hinders many companies from scaling their operations to the desired heights. The core issue often resides within the sales sector of these organizations, and this is where my expertise becomes a game changer.
Understanding the Challenge
Many company owners, be they founders or inheritors of the business, come to a crucial realization at some juncture in their entrepreneurial journey. Despite their prowess in product development, manufacturing, or service provision, they identify a glaring deficiency in their sales acumen. This inadequacy, unfortunately, bars them from propelling their companies to the next level of revenue generation and market share acquisition. The earnest attempts they might have made to rectify this situation often end in futility due to a lack of specialized knowledge in sales. Hence, they seek external expertise to resolve this bottleneck.
Affordable Expertise
A common concern among these business owners is the affordability of engaging a sales expert. While it’s true that the investment required for a full-time engagement may seem steep, my services are offered on a fractional basis, making them a viable option for many. The value of having a seasoned professional revamp your sales operations far outweighs the cost.
Creating a Self-Sufficient Sales Operation
With a wealth of 38 years of experience, I step into your organization to set up a robust sales team, instill effective sales methodologies, and fine-tune the messaging to resonate with your target market. By doing so, I lay a solid foundation for your sales team to thrive long after my engagement concludes. The emphasis is on creating a self-sufficient sales apparatus that continues to deliver results, allowing me to transition to aiding other businesses facing similar challenges.
Actionable Advice
Evaluate your current sales operations to identify areas of improvement.
Consider the value of engaging an external sales expert on a fractional basis to address these areas.
Ensure the transition plan post-engagement is straightforward, enabling your sales team to sustain the improvements.
Reflect on these steps and envision the transformation your sales operations could undergo with the right expertise steering the helm. The goal is to achieve a state of self-sufficiency in your sales operations that guarantees sustained revenue growth, thereby unlocking the full potential of your enterprise.
In architecture, the blueprint guides turn an imagined design into a tangible, functional building. Similarly, a Sales Process Flowchart is the foundational structure upon which sales organizations can build scalable, consistent, and successful strategies. The importance of this tool lies in its ability to crystallize the sales process into a series of actionable steps, thereby providing a roadmap to success. The goal is to achieve consistency, predictability, and scalability, key tenets that enable sales organizations to meet and surpass their revenue targets.
Navigating the Symphony of Sales
Imagine a scenario where each musician in an orchestra independently chooses the tune, pitch, or timing, neglecting the conductor’s directions. The result would undoubtedly be a chaotic cacophony rather than a mellifluous melody. The outcome is no different in a sales organization devoid of structured processes. There would be discord, confusion, and, ultimately, a waste of valuable resources, tarnishing the reputation of the organization. It’s crucial to set the stage with a meticulously designed Sales Process Flowchart, which acts as the conductor, harmonizing the orchestra of sales activities to create a seamless and pleasant experience for both the sales team and the clients.
More Than Just a Visual Representation
One might argue that a flowchart is simply a visual representation—useful but not essential. However, this understates its pivotal role in an organization. A Sales Process Flowchart serves as a multi-faceted instrument, similar to a map charting the course of a river from its source to the ocean. By meticulously documenting each bend, stream, and tributary, one gains understanding and control over its flow. Such a flowchart aids in:
Standardization: By laying out a common framework, the flowchart minimizes ambiguities, ensuring that all team members are aligned in their objectives and strategies.
Efficiency: When every stage and step is defined, sales representatives can navigate the selling process faster and with more agility, thereby accelerating the sales cycle.
Training and Onboarding: For newcomers to the team, the flowchart acts as a quick reference guide, enabling a quicker path to becoming a productive member of the sales force.
Crafting the Masterpiece: Methodological Precision
The development of a Sales Process Flowchart is neither arbitrary nor superficial; it is a blend of art and science. The task begins with identifying key stages in your sales process, such as lead generation, qualification, and closing deals. Each stage must be broken down into actionable components like a skilled craftsman chiseling away at a block of marble to reveal the sculpture within.
Next, these stages are sequenced in a way that makes logical sense. While the sales process can sometimes be iterative, a primary, repeatable pathway is essential for the sake of uniformity. Feedback mechanisms are integrated at crucial junctures to glean insights for continuous improvement. Remember, the flowchart isn’t a static document; it’s a dynamic blueprint that should evolve with market trends, customer preferences, and organizational changes.
The Endgame: Achieving Clarity and Consistency
The ultimate goal of implementing a Sales Process Flowchart is achieving clarity and ensuring consistency. In an age where most buying experiences are shaped by how customers feel they are being treated, consistency is not merely a bonus—it’s a requirement. The flowchart levels the playing field, ensuring that each customer experiences the same quality of service, irrespective of the sales representative they interact with.
Additionally, for the sales team, the benefit is immense. When the fog of ambiguity is lifted, sales professionals can execute their tasks with a well-defined sense of direction, equipped with measurable benchmarks and a clear vision.
Key Takeaways
For sales leaders aiming to elevate their teams to new heights, neglecting the role of a Sales Process Flowchart is not an option. This tool is instrumental in transforming sales strategies into actionable steps, thereby setting the stage for success. Ask yourself, does your organization have a Sales Process Flowchart? If not, it’s time to draw the blueprint for a harmonious, efficient, and wildly successful sales symphony.
The Art of Tailoring Sales: Why Market Segmentation Matters
Embark with me on a journey across the sprawling business landscape, an expanse echoing with the cacophony of countless potential clients. As vast as this sounds, CEOs and sales leaders quickly recognize a fundamental truth: their offerings aren’t for everyone, no matter how exceptional. The cost of gaining any customer, regardless of that prospect’s business, location, or specialty, risks the profitability of selling to them all. This realization is where the art and science of market segmentation come into play. This approach, akin to a seasoned sailor charting a course through diverse waters, ensures businesses traverse the right seas, leading them toward unparalleled prosperity.
In the realm of business, imagine a master tailor. He meets diverse clients daily, each with their preferences, sizes, and desires. A one-size-fits-all suit? It’s a fantasy. Instead, he meticulously measures, understands individual tastes and crafts a suit that fits impeccably. This artistry mirrors market segmentation, where businesses dissect the extensive market into specific sections, ensuring their strategies align seamlessly, much like that well-fitted suit. The effectiveness of such an approach isn’t theoretical. Historical data unveils a striking revelation: 75% of B2B firms grew their market share if they managed to personalize their sales and marketing directly to the individual customer. This isn’t merely a figure but a testament to the monumental influence of aligning offerings with distinct market needs.
However, as we dive deeper, the waters of segmentation aren’t always placid. Over-segmentation can be treacherous, dispersing focus like a ship trying to anchor at numerous ports, eventually reaching none. Furthermore, a mere segmentation without an accurate understanding can mislead, like mistaking a looming storm for a serene day at sea.
So, how do businesses chart this course effectively?
Establishing the Pillars of Segmentation: The segmentation can hinge on varying criteria, be it demographic nuances, behavioral patterns, or geographical distinctions. A tech solution catering to bustling urban enterprises would understandably differ from one aimed at serene, rural family-owned businesses.
Deep Dive into Data: The depth of knowledge determines the journey’s success. Harness data analytics to grasp the intricacies of each segment, echoing a sailor studying sea charts before setting sail.
Strategic Customization: With a sound understanding of your most profitable customers, mold your sales strategies, ensuring they resonate with each segment’s unique aspirations and needs.
Embrace Adaptability: The seas of business are ever-evolving. Thus, gather feedback and recalibrate strategies, ensuring alignment with the shifting dynamics.
However, segmentation’s influence isn’t confined merely to optimizing sales. This tailored approach weaves deeper customer relationships. Clients perceive this customized attention, feeling valued and inevitably gravitating towards businesses that reflect their specific needs. Furthermore, this clarity in approach empowers sales teams. Each pitch, each dialogue is infused with purpose and precision. The approach transitions from casting expansive nets in hope to that of expert fishermen, with each cast deliberate and confident.
Market segmentation unfurls as a harmonious blend of art and science. This orchestration is about understanding, tailoring, and fostering profound connections. The outcome for CEOs and sales maestros mastering this realm isn’t mere sales acceleration. It’s about sculpting experiences, nurturing relationships, and consistently delivering unparalleled value.
As the contours of sales constantly change, segmentation emerges as an enduring beacon. It accentuates a profound understanding, recognizing who truly holds value and optimizing strategies to serve them immaculately. In the intricate mosaic of sales, segmentation assures that every piece, every shade, and every nuance aligns impeccably, weaving a saga of sustained growth and success.
Football
is starting at your local school and in the NFL. That used to mean that we were in Autumn, but now it means that we are simply in the dog days of summer. I hope the summer has been great for you and the month or so we have left is even more enjoyable.
Have you checked out my podcast? We are a couple of weeks from our 50th episode, and we have had amazing responses. If you have yet to listen, some links later in this newsletter will help you find the podcast.
I hope that you enjoy my latest newsletter.
If you have problems reading this newsletter, please take a look at its online version at .
The Kaivac Impact: Harnessing Faith, Innovation, and Sales Excellence in the Cleaning Industry
Bob Robinson Jr. and his father, Bob Robinson Sr., innovated a “no-touch” restroom cleaning machine over two decades ago, leading to the birth of Kaivac, a prominent cleaning machine manufacturer located in Hamilton, OH.
Bob Jr.’s vivid memory
of the struggle of cleaning restrooms by hand sparked the inspiration for Kaivac. From its inception, the company has expanded its range, developing machines for cleaning kitchen floors, hallways, grocery displays, and more. Boasting 18 patents and another 16 pending, Kaivac delved into floor cleaning and spill response machines.
Adopting a hybrid sales approach—direct sales and through distributors—the company has secured major clients like Walmart, Kroger, and Target under the leadership of Bob Jr., the VP of Sales. However, after facing challenges during the COVID-19 pandemic following a record year, Kaivac
aspired to hit $75 million in annual revenue within three years and aim for a lofty $1 billion within two decades.
Kaivac’s
ambitions led them to enlist New Sales Expert LLC, spearheaded by CEO Sean O’Shaughnessey, with 38 years of sales expertise. Sean praised Kaivac’s vast untapped potential and the rich culture it was built upon. Rooted in Christian values, the company’s guiding principles are captured in their acronym, FIGS: “First shall be last, last shall be first,” Integrity, Golden Rule, and Servant’s Heart. Moreover, KAI in Kaivac is not just a prefix but a motivational acronym emphasizing continuous
improvement and innovation.
Sean immediately identified areas of improvement, starting with reshaping the compensation plan.
This aimed to motivate the sales team to close bigger deals more efficiently. Using Salesforce, a top-rated CRM, Sean integrated MEDDPICCC—a sales qualification method. He added crucial dashboards and tools like the Decision Timeline to facilitate smooth big-deal closures, further professionalizing the sales process.
But the endgame for New Sales Expert LLC was always to make Kaivac self-reliant. To achieve this, Bob Jr. and three key company leaders enrolled in SalesXceleration’s Certified Sales Leadership course delivered by Sean. This program expanded their skill set, prepping them for future revenue growth and
sales management.
Mike Perazzo, one of the course attendees, was subsequently appointed Executive Vice President of Sales.
Mike credits Sean with refining their sales processes, identifying gaps, and enhancing their efficiency, making him a better sales leader.
Sean O’Shaughnessey lauds Kaivac, not just for their innovative cleaning machines but for their commitment to employee and customer success. He asserts that their machines offer unparalleled value, ensuring cleaner spaces at affordable rates.
Since collaborating with Sean, Kaivac has observed a marked uptick in its revenue and profitability, translating to bonuses for its employees, who the Robinsons view as extended family. Bob Jr. summarizes their journey aptly,
Taking the Sales Agility Assessment is a great starting point for
improving your current sales process. Use the unique report to help you implement new procedures to accelerate growth, revenue, and new sales.
Beers & Biz is an excellent opportunity to connect with other business leaders in the Cincinnati area and join some relevant
conversations about today’s business challenges. It is probably the best networking event in Greater Cincinnati.
If you want to meet other B2B professionals and understand how to solve targeted business problems, this is the event to put on your calendars and attend.
There is no cost to the B2B professional
networking group featuring topical roundtable discussion groups, open networking, and a featured charity. The group meets on the 4th Thursday of the month. We typically talk about business, have a drink (water, soft drinks, beer, and bourbon, too), and learn from each other. We stress networking with business-to-business professionals trying to expand revenue and offer great products and services to businesses.
Our next event is at Xavier’s Center for Innovation at 1605 Dana Ave. Cincinnati, OH 45207, on August 24, so please consider registering. Also, the September event will be on September 28, and I hope that you will put that event on your calendar so that you can find the time to attend.
Please register at
https://www.eventbrite.com/e/beers-biz-b2b-networking-tickets-244535701867 to reserve your spot and learn about the locations of future meetings.
Fractional Sales Leadership Increases the Value of My Client by 167%
Several years ago, I was hired by a fantastic software startup company in the artificial intelligence industry. Their technology had roots in original research by one of the founders at MIT. I was connected to one of the founders, and he approached me to be his Fractional Vice President of Sales as they felt that their technology had progressed to the point that they needed to find early adopter customers.
It was a young company with a small client base and very little revenue, but it clearly understood its offering and the value it could deliver to new clients. I
started the engagement with my standard discovery process to identify what value they were providing to their clients or prospective clients. We developed a target persona, and I helped them identify potential clients that fit their use cases.
As I worked with them, I learned more about their backstory. A significant chip manufacturer had wanted to buy the company just a few months earlier. The founders were eager to sell, but the parties couldn’t agree on a price and parted ways. The large chip manufacturer valued the company at about 75% of the valuation that the founders wanted. This offer reminded
me of the popular TV show Shark Tank, where entrepreneurs try to arrange investments from 5 individual investors. They rarely agree at the beginning of the segment on the startup’s value; sometimes, they compromise, and sometimes they do not. In this case, the giant chip manufacturer didn’t see the value, just like the Sharks didn’t see the value of Ring.
The owners of my client did what any sound company executives would do. They pushed harder on their business to build its value. They realized that nothing drives the company’s value like revenue and pipeline, so they brought me in to help them.
Fast forward ten months after hiring me, and our pipeline, messaging, sales team, partnerships, and methodologies have improved dramatically. At
this point, another chip manufacturer enters the picture and wants to acquire the company and its technology. But now everything in the company is more proven, and the risk is less for the acquiring company. The owners and the new acquiring company agreed quickly on the company’s value. The company was now worth 200% of what the founders initially thought just the previous year. The deal closed quickly and efficiently, with most employees finding great jobs at the new owner while some continued
with new and exciting adventures.
New customers, pipeline growth, and team growth caused a dramatic increase in the company’s
value. Undoubtedly, the software improved during that year, but much of that improvement was because of customer and prospect feedback. The new chip manufacturer thought the company was worth 267% compared to the previous suitor.
Two Tall Guys Talking Sales Podcast – Sales Leadership Mastery: How to Coach, Not Micromanage, Your Team – Episode 44
In this engaging episode of Two Tall Guys Talking Sales, Sean and Kevin don’t just identify the problems associated with micromanagement but provide actionable insights and solutions for how to evolve into an effective leader. Whether you’re just beginning in sales or leading a team, their candid conversation will offer you strategies to avoid micromanagement, build trust
within your team, and create a culture of success. Don’t miss this chance to learn from two seasoned sales veterans – tune in to this episode and take your sales leadership skills to the next level!
Two Tall Guys Talking Sales Podcast – Revamping Your Outbound Sales Approach: Value Proposition, Touch Points, and Tactics – Episode 43
In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey offer a practical, insightful guide to successfully navigating outbound sales in our new normal. They share their expertise in creating a compelling, unique value proposition, omnichannel outreach’s importance, and persistence’s role in sales. You’ll gain a wealth of
advice, from understanding your value in a specific industry to leveraging various outreach tools to streamline and enhance your prospecting process. Listen to this episode for a deep dive into the tactics and strategies that can reshape your approach to outbound sales.
Bob Robinson, Jr., and his mechanical-engineer father, Bob Robinson, Sr., came up with the idea for a product the world truly needed 25 years ago: a “no-touch” restroom cleaning machine. Their company, Kaivac, is a Hamilton, OH-based manufacturer of cleaning machines. Hamilton is a suburb of Cincinnati, OH.
Bob Robinson, Jr.
“We were on our hands and knees, crawling around the bathroom,” recalls Bob, Jr. “It was disgusting. We said, ‘There’s got to be a better way.'”
Through hard work and dedication, the Robinsons created the KaiVac to help solve that initial problem in public restrooms. Over the years, they grew the idea to create dedicated machines to clean kitchen floors, hallway floors, and grocery displays. Beyond its bathroom cleaning technology, it has expanded into floor cleaning and spill response machines and has 18 patents with 16 pending.
Along with growing their manufacturing capabilities, they also grew their sales capabilities. They adopted a hybrid strategy of selling through distribution and selling directly to key customers. Their direct team, under the leadership of Bob Robinson, Jr., who had taken on the role of VP of Sales, closed many enviable customers with massive deals, including Walmart, Kroger, and Target.
They realized that they needed to step up their sales professionalism after having a down year during COVID after having a record-breaking year the year before. They wanted to grow to $75 million in annual revenue within three years and a Big Hairy Audacious Goal (BHAG) of $1 billion in annual revenue within 20 years.
Bob Jr. says Kaivac is just getting started. “At 20 to 25 years in business, you’re at an inflection point where you’ve got resources, tenure, and history and have been through ‘adolescence,'” he says. “Now is the chance to build a professionalized organization.”
They contacted New Sales Expert LLC as the nation was coming out of the global pandemic, but before all the supply chain problems had paused. New Sales Expert LLC is a fractional vice president of sales consultancy. Sean O’Shaughnessey, the CEO of New Sales Expert, is aligned with SalesXceleration and has 38 years of experience in sales and sales management.
According to Sean, “Kaivac is a joy to work with. They are the shining star of Hamilton, OH, and Butler County. They had so much raw potential when I walked in the door; all I had to do was to focus their energy and enthusiasm on working smarter and just a little harder.”
Building an organization with a heart
Bob Robinson, Sr.
Kaivac had a great culture to build on to make a great sales culture. Before Sean showed up, the company leadership had already developed their One-Page Strategic Plan and their “Why?” statement that reflects the owners’ Christian faith: “To glorify God by using KAIVAC as an instrument for Good.”
In addition to the “Why?” statement, they had drafted an acronym called FIGS that conveys the “heart” of the company. FIGS—which appears on signs that hang on the factory floor and in break rooms—stands for
F: “First shall be last, last shall be first.”
I: Integrity—as in “The truth shall set you free.”
G: Golden Rule—meaning “treat others how you want to be treated.”
S: Servant’s Heart, as in “We are in a race to help people.”
The company uses the first three letters of its name–KAI–to inspire the team’s thinking and actions. These letters stand for inspiring phrases such as: “Keep At It,” “Keep Always Improving,” “Keep Attempting the Impossible,” and “(creates) Kick-Ass Inventions.”
Prioritizing net income and growth
Sean’s first change was to make a compensation plan that motivated the sales team to sell bigger deals and to sell them quickly. Kaivac implemented a 50/50 plan in concert with defined territories to keep the Key Account salespeople focused on the goal of more significant and profitable orders.
After the motivation component was in place, it was time to help the team learn how to sell big deals more repeatedly. The big deals of the past had been challenging to work on and, while very profitable, had been disruptive to close. Sean encouraged the company to read John McMahon’s book, “The Qualified Sales Leader,” and with that tome as inspiration, quickly deployed MEDDPICCC to help them qualify deals.
MEDDPICCC by itself is not enough. The company had already licensed Salesforce, one of the highest-rated CRMs on the market, but Sean put MEDDPICCC into the various stages of the sales process to ensure that the salespeople knew all the required information about a big deal. Sean also created dashboards within Salesforce to track deal progress at the management level. The company implemented Sales Plans for Key Accounts and the Power Matrix to document the most influential people in the customer’s decision-making process.
The very first big deals that the company found after Sean started to help them also benefited from the Decision Timeline. The Decision Timeline is a tool to allow the sales team to walk through the entire decision-making process of the customer to understand all of the steps required to make a significant investment decision. It allowed frank and honest conversations to take place with the prospect as the team worked to close the largest deal in the company’s history to date.
Time to run on their own
Mike Perazzo, Allen Randolph, Bob Robinson, Jr., and Nick Wehby after passing their Certified Sales Leader exams.
As with most of the assignments with New Sales Expert, LLC, the goal is to allow the company to run independently. Bob Robinson Jr. was the company’s VP of Sales. Still, he needed to shed those responsibilities to help run the entire company. To finish the transition, Bob and three of his leaders took SalesXceleration‘s Certified Sales Leadership course delivered by Sean O’Shaughnessey.
The Certified Sales Leader (CSL) designation is the country’s most comprehensive sales leadership certification program offered. CSL leadership training and certification will prepare you with the analytical, tactical, and strategic sales management skills needed to drive revenue growth now…and into the future. CSL training expands the skill set of a Sales Manager by providing coaching, techniques, and tools to lead a successful sales team.
All four Kaivac leaders passed the CSL test. One of them, Mike Perazzo, was tagged to take over as Executive Vice President of Sales. According to Mike, “Sean is a master coach for helping shape sales process and methodology. Following his methods will help grow sales faster, transactionally, and strategically. Often a couple of pieces of the puzzle are missing, and Sean helps quickly identify them.
You have everything to gain by having Sean look at your current approach. He is a change agent and disruptive to the status quo. Pushing the pace and flow of deals is his sweet spot. I am a better sales leader because of my time with him.”
Bob Robinson, Sr., and Jr. with their sales team celebrating a recent patent award
Sean O’Shaughnessey of New Sales Expert, LLC states, “Kaivac is a wonderful company. They have created a line of machines that gives pride to the workers in one of the toughest jobs in America – keeping things clean. They are focused on the success of their customers and their employees. They had all of the raw skills within their sales team to be a great sales organization; they only needed me to focus them on activities and techniques that allowed them to close bigger deals faster and at a higher profit level.”
“If anyone works in a clean building with clean restrooms and hard surface floors, they are either cleaning it with Kaivac technology or paying too much for that cleanliness,” Sean explains.
Revenue and profitability have grown since Sean helped Kaivac develop a higher level of sales professionalism. Recent results have shown a dramatic increase in revenue and profitability. The sales and revenue growth have allowed the entire family of Kaivac to prosper. The Robinsons have always considered their employees an extension of their family. The company’s prosperity is passed along to team members through a bonus structure for the whole company. It all fits into the spirit of Kaivac. Bob Jr. says, “Our organization was built to have heart.”
In this dynamic episode of the “Two Tall Guys Talking Sales” podcast, hosts Kevin Lawson and Sean O’Shaughnessey, delve into the importance of strategy in successful sales performance. Using a navigational analogy, the hosts discuss how just like using an app like Waze, successful sales also requires anticipation and understanding of the challenges on the way.
Drawing parallels between navigation and sales, Kevin and Sean underscore the value of proactive strategic planning. From the importance of mapping out the sales process akin to charting a route on a map to responding to unforeseen challenges, just like navigating detours on a road trip, they highlight how a robust strategy can guide salespeople from the starting point to their goals effectively.
Touching on subjects like the sales process, tactics, and mid-year sales strategy, the hosts shed light on the importance of a sales process, likening it to a paper map providing a general path. They discuss how technology today allows for more dynamic navigation, reflecting on how modern sales techniques can help efficiently reach sales targets.
Kevin shares the difference between strategy and tactics, comparing a sales strategy to a commander’s intent in the military, emphasizing that strategies are generally long-term. Sean continues the conversation, sharing how salespeople can be proactive in their strategy, planning in advance for predictable stages in the sales process.
On a practical note, the duo also discusses how sales leaders can help their teams distinguish between strategy, tactics, and to-do items, nurturing their understanding and development in the sales process. Lastly, the hosts touch on the importance of strategic planning for the coming year, even in the middle of the current one.
Listeners are sure to find actionable insights and practical advice in this episode that could help them to formulate effective sales strategies and tactics, streamline their sales processes, and drive their sales performance forward.
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