sales process – Page 6

Two Tall Guys Talking Sales Podcast – Creating True Value in Sales: Redefining Problems and Delivering Unique Solutions – Episode 41

By soshaughnessey

In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey delve deep into the salesperson’s value in the modern sales process. Our hosts discuss how the salesperson’s role has evolved with the advent of the internet and the importance of building trust with potential buyers. They also talk about redefining buyer needs and how to differentiate your product or service in the market.

Key Topics Discussed

The Salesperson as a Value Carrier: With a wealth of information available online, the salesperson’s role is to add value to a buyer’s perceived problem.
The Importance of Trust: Building and transferring trust from the seller to the buyer is the essence of a successful sale.
Unique Selling Propositions: Every salesperson has a unique aspect of their product, their company, and themselves.
Redefining Buyer Problems: It’s important for the salesperson to understand the root cause of the buyer’s problem to provide a tailored solution.
Ask Better Questions: To create value separation and reframe buyer problems, salespeople need to ask insightful questions.

Key Quotes

From Sean: “Sales is nothing more than the transfer of trust from me because I trust my product… Transferring that trust to the buyer and having the buyer then have that trust that I can actually solve the problem that’s at hand is what sales is all about.”

From Kevin: “The salesperson and sales leader, their whole job is to become the differentiators. The salesperson has to become that value. And it’s not just a value of, ‘Hey, I’m different. Hey, I’m cheaper.’ We’re not competing on price here; we’re competing on actual customer-facing value.”

In the age of readily available online information, a salesperson’s job is no longer just about conveying product details. It’s about building trust, understanding the root of the customer’s problem, and providing them with unique solutions. Join Kevin and Sean in this enlightening episode as they redefine the role of the modern salesperson and provide actionable insights to excel in the evolving sales landscape. If you’re ready to take your sales skills to the next level, this episode is a must-listen. Remember, sales success is not just about selling a product but also about being the value a buyer seeks.

Two Tall Guys Talking Sales Podcast – Breaking Growth Barriers: When Should CEOs Stop Leading Sales?– Episode 40

By soshaughnessey

In this insightful episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey deep-dive into the crucial topic of assigning the right person to the sales leadership role within a company and the risks and opportunities that come with it. Leveraging their experiences in sales consultancy and drawing from the wisdom of thought leaders and successful entrepreneurs, they explore how CEOs can de-risk their company’s growth potential by stepping back from direct sales and fostering a culture of accountability, infrastructure, and high performance in their sales teams.

Key Topics Discussed:

The Risk of CEO-led Sales: The episode starts with a discussion on the potential risks of having a CEO or owner-operator as the sales leader, emphasizing how this could constrain business growth.
The Theory of Constraints: The hosts explain the theory of constraints using a compelling example from a book called The Goal, drawing parallels to how constraints can hinder sales and growth within a company.
Building a Sales Organization: They delve into the necessity of professional salespeople and a dedicated sales manager to bring in new revenue, enabling the CEO to focus on larger issues within the organization.
EOS and Right Person, Right Seat: Sean mentions EOS (Entrepreneurial Operating System) and the importance of having the right person in the right seat to drive growth, particularly once a company reaches a certain size.
Building a High-Performance Culture: The hosts discuss how to build a high-performance sales culture that is systematic and repeatable, using examples from sports dynasties and successful companies.

Key Quotes:

“What is the risk of the owner-operator being the only salesperson or the sales leader when the person is leading the company and leading sales? What you end up with is a business that is constrained by the amount of time that leader has.” – Kevin Lawson
“If you want to know how we know this, it’s cuz we’ve done this a few times, we’ve worked with a number of businesses, and this is how we help people grow.” – Kevin Lawson
“It’s okay to ask for help, but it’s also very important that you have experts doing the job as much as possible so that you can be very, very effective at driving performance and driving your company forward.” – Sean O’Shaughnessey

Additional Resources:

The Goal by Eliyahu M. Goldratt (https://www.amazon.com/Goal-Process-Ongoing-Improvement/dp/0884271951)
Traction by Gino Wickman (https://www.amazon.com/Traction-Get-Grip-Your-Business/dp/1936661837)
Previous episodes featuring Tim Warren, CEO of Helium SEO – https://sites.libsyn.com/458454/building-and-scaling-successful-sales-teams-a-conversation-with-tim-warren-of-helium-seo and https://sites.libsyn.com/458454/part-2-building-and-scaling-successful-sales-teams-a-conversation-with-tim-warren-of-helium-seo

In this episode, Kevin and Sean break down the importance of implementing a well-structured sales team and the necessity for CEOs to delegate sales leadership. They highlight the risks of an owner-operator leading sales and how it can limit business growth. Using their experience and the wisdom of successful entrepreneurs, they provide valuable insights into creating a systematic, repeatable, and high-performance sales culture. So, if you’re an entrepreneur looking to streamline your sales process and drive your company forward, this episode of Two Tall Guys Talking Sales is a must-listen. You won’t want to miss it!

Two Tall Guys Talking Sales Podcast – Bridging the Sales and Marketing Gap: Mastering MQLs and SQLs – Episode 38

By soshaughnessey

In this episode of Two Tall Guys Talking Sales, hosts Sean O’Shaughnessey and Kevin Lawson delve into the crucial difference between a Marketing Qualified Lead (MQL) and a Sales Qualified Lead (SQL). They explain how the two require different types of messaging and engagement and highlight the importance of refining the process of transitioning leads from one category to another.

Key Topics Discussed

Differences between MQLs and SQLs: Kevin begins the episode by comparing the difference in approach between MQLs and SQLs to the difference in speaking to a large group vs. one-on-one conversations. The messaging and engagement are distinct, and as an MQL transitions into an SQL, the engagement becomes more personalized and directed.
Avoiding Pipeline Clutter: Sean reflects on instances when leads aren’t adequately transitioned from marketing to sales, causing clutter and inefficiency in the sales pipeline. He emphasizes the importance of discerning when a prospect needs more time to be ready to progress in the sales process and re-engaging them through marketing efforts.
Sales-Marketing Synergy: Kevin stresses the need for sales and marketing teams to collaborate efficiently. Sales leaders should be grateful for the groundwork done by marketing teams as they set the stage for more specific conversations with leads.
Understanding Lead Progression: Kevin and Sean recommend salespeople understand a lead’s journey from an MQL to an SQL. Knowing how a lead has interacted with the brand helps salespeople improve lead quality and engagement.
The Importance of Problem Identification: Sean insists on the importance of early identification of the problem you’re solving for the lead. If the salesperson is convinced they can solve a specific issue, the lead becomes an SQL, and the task shifts to convincing the customer of the solution.

Key Quotes

Sean: “Sales brings in revenue. Customers get a product in return, and that keeps everybody employed and going forward.”
Kevin: “Marketing and sales all have the same goal, sell more. It’s how we stay employed.”

Additional Resources

‘The Sales Acceleration Formula’ by Mark Roberge, mentioned by Kevin as a recommended read.

This episode is a must-listen for those looking to understand the crucial transition from MQLs to SQLs, how to avoid pipeline clutter, and the importance of a symbiotic relationship between sales and marketing. Whether you’re in B2B sales, a startup, or an established company, you’ll find invaluable insights to apply to your sales processes.

Champions & Coaches: Understanding Key Players in Your B2B Sales Strategy

By soshaughnessey

In the intricate and often unpredictable world of B2B sales, two terms frequently arise: “Champions” and “Coaches.” While somewhat similar, these labels correspond to entirely distinct roles in the sales process. Each plays a vital part, yet misinterpreting or misusing these roles can lead to the loss of your sales opportunity. Many experts believe that believing you have a Champion when you only have a Coach is the biggest problem in long-running sales campaigns.

This article aims to delve deeper into the specific role of the Champion, introduce an innovative strategy known as “Champion Chess,” and illustrate how these elements can transform your B2B sales approach for the better.

Coaches and Champions are both part of the Opportunity Qualification system known as MEDDPICCC. MEDDPICCC stands for

M – Metrics
E – Economic Buyer
D – Decision Criteria
D – Decision Process
P – Paperwork Process
I – Identification of Goal
C – Coach
C – Champion
C – Competition

Deep Dive into the Role of Champions

In the sales universe, a Champion isn’t merely a supporter of your business or service; they actively advocate for your product or service within their organization. Champions usually occupy a strategic position within their company, influencing decision-making processes that can make or break your sales success.

The power of a Champion in the sales process is remarkable. They can effectively expedite sales cycles by persuading their organization of your product’s value, thus overcoming internal objections and resistance. Their advocacy of your solution goes beyond the superficial – they believe in your product’s merit and fight for its adoption and success within their organization. These qualities make Champions an invaluable asset and integral to any successful B2B sales strategy.

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Influence and Advocacy in Sales: The Impact of Coaches and Champions

By soshaughnessey

Every successful sales process relies on a deep understanding of the many moving parts within the targeted organization. Key among these are the internal influencers who can significantly shape the trajectory of your sales campaign. In the realm of sales, two roles stand out: ‘Coaches’ and ‘Champions.’ Both can impact your process differently, so a firm grasp on who they are, what they do, and how to engage with them can be pivotal for your sales success.

MEDDPICCC is an evolution of the MEDDIC sales qualification methodology that’s proven to be particularly effective for B2B enterprise sales organizations. At its core, the MEDDPICCC methodology aids organizations in ensuring they are working on the right deals and concentrating their efforts effectively to secure wins.

MEDDPICCC extends the MEDDIC acronym to include an additional ‘P’ for Paper Process, ‘C’ for Competition, and ‘C’ for Coach. The inclusion of the ‘Paper Process’ reflects the increased complexity in technology purchasing compared to the past. Factors such as the shift from perpetual licenses to subscription agreements and enhanced data security and privacy requirements have intensified the contractual obligations between vendor and customer. Consequently, the ‘Paper Process’ has emerged as a significant factor influencing sellers’ forecasts, warranting its inclusion in the methodology.

The second addition, ‘Competition,’ acknowledges the intensified competitive landscape in the current era. Competition can come from various sources: new companies emerging rapidly with the help of modern technology, other vendors vying for the same budget and resources, potential in-house solutions, or the choice to maintain the status quo. Understanding and navigating these competitive elements are critical to a seller’s forecast accuracy and deal success, thus necessitating the inclusion of ‘Competition’ in MEDDPICCC.

The third addition to MEDDPICCC is ‘Coach,’ and it is added to understand that there are frequently those people in an organization that will give you knowledge and advice about the sales opportunity, but they do not rise to the level of a Champion. One of the biggest mistakes a salesperson can make is confusing a Coach with a Champion. They may be your advocate and are pushing your product or service to other influencers in the account, but don’t let that confuse you. Without true power and the ability to sway the final decision with the Economic Buyer, you merely have an influencer. Let’s make no mistake; a Coach is also very important in a deal. They are a “guide” that you typically have more access to and can generate imperative touchpoints that help keep the deal moving forward.

In essence, MEDDPICCC is a comprehensive, strategic framework that equips sales teams with the necessary tools and insights to identify and pursue the most promising opportunities effectively, navigate the intricate contractual landscape, and outperform the competition. By adopting and mastering the MEDDPICCC methodology, less experienced salespeople can enhance their sales performance and contribute significantly to their organization’s success.

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Two Tall Guys Talking Sales Podcast – A Roadmap for Successful Sales: Strategy, Tactics and More – Episode 36

By soshaughnessey

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.

Two Tall Guys Talking Sales Podcast – Mastering Mid-Year Reviews: The Sales Perspective – Episode 35

By soshaughnessey

In this enlightening episode of “Two Tall Guys Talking Sales,” Sean O’Shaughnessey and Kevin Lawson delve into the fundamental aspect of setting clear expectations in sales, mirroring the way parents do with their children. With mid-year reviews around the corner, it’s time to reflect, analyze, and readjust your sales strategies.

Kevin starts with a compelling anecdote about his childhood bedtime routine to explain the critical importance of clear communication and setting expectations. The duo emphasizes that salespeople and leaders must carry the same burden to ensure success. They then transition into discussing data, people, and customers, shedding light on how they interplay in the sales ecosystem.

Sean broadens the conversation to the art of adaptation and how market changes could necessitate mid-year modifications to sales processes. This aspect is brought into sharp focus with the unprecedented disruptions caused by the Covid-19 pandemic. Both hosts agree on the necessity of data-informed decision-making, underlining the importance of balancing past performance with future potential. They delve into the aspects contributing to understanding a customer’s potential, including market changes and various environmental factors.

Kevin and Sean also touch upon the essentiality of upskilling the sales team, the significance of coaching, and the benefit of taking a hard look at individual performance. The conversation concludes with a detailed discussion on data analysis, with both hosts advocating for leveraging your CRM system for a thorough assessment of your sales process, the documentation, and the distribution of deals.

So, whether you’re a seasoned salesperson or new to the game, this episode is filled with vital insights that you can incorporate into your sales strategy, setting you up for success in the latter half of the year.

Two Tall Guys Talking Sales Podcast – The Art of Differentiation: How to Excel in Sales and Earn More Money – Episode 34

By soshaughnessey

In this episode of Two Tall Guys Talking Sales, Sean O’Shaughnessey and Kevin Lawson discuss the importance of standing out and differentiating oneself in the competitive world of sales. They explore how salespeople can escape the commodity mindset and become trusted advisors to their clients, ultimately leading to more money and success.

Key takeaways from the episode include:

The importance of differentiating oneself in the sales process
Understanding and embracing the role of an expert in your field
“The Challenger Sale” book’s approach, and its impact on sales success
The dangers of proposing too early and devaluing your offering
Creating value for your clients by helping them be successful
Evaluating and improving your sales pipeline to increase revenue

The hosts also mention insightful books and previous podcast guests, such as Kelly Crandall and Jim Hardwick (both Fractional Sales VPs aligned with Sales Xceleration), who provide valuable perspectives on sales and leadership.

Sean and Kevin encourage our listeners to reach out with any questions or topics they would like to see covered in future episodes.

Don’t miss this episode full of practical advice and insights on improving your sales game, adding value to your clients, and ultimately making more money. Listen now to learn from the experts, and start transforming your sales approach today!

Leadership Styles Differ Based on the Situation: Sales Growth vs. Sales Recovery

By soshaughnessey

By Sean O’Shaughnessey & Kevin Lawson

As B2B-focused businesses navigate the ever-changing landscape of a post-COVID economy, sales leaders must adopt and institute strategies to meet the demands of a business in growth or recovery mode.

While the goal for a sales organization may be to sustain the growth trajectory aligned with organizational goals, the year-over-year approach to achieving success can vary significantly. Sales leadership styles depend on the current situation, the starting point, and the existing team charged to accomplish the goal. Good sales leaders find a way to achieve the annual goal; great sales leaders find ways to achieve the goal and systemize the process to allow for repeatable growth, pivots, and rapid scale.

Growth Focused Leadership

Sales leaders focused on growth must proactively identify new market opportunities, verticals, geographies, platforms, or sales talent. They must invest in new sales channels and technologies, along with onboarding and training programs to support the growth of their sales teams and the acquisition of new client relationships.

When sales teams are in a breakout stage of growth, it can be challenging to gain the discipline to systems and alignment on processes and approaches due to the nature of managing client expectations on a wildly rising revenue outlook. This situation demands that all of the skills of a sales leader be applied consistently and strategically across the team and sales practices.

Seasoned leaders know that hiring for an increased workload and rapidly scaling teams can be tempting. However, this approach can often lead to problems down the line. Further, we must suppress the desire to hire quickly instead of exercising patience in finding the right candidate to continue to scale teams and culture appropriately. That patience means we must endure the short-term challenges of being under-resourced and under a great deal of pressure to keep performing as if we already had the resources on the team. Instead, it is essential to focus on finding the right candidate who will not only be able to handle the current workload but also contribute to your team’s culture and help your organization achieve long-term success. Take the time to vet candidates carefully and consider not only their skills and experience but also their values and how they fit into your team’s dynamic. By prioritizing quality over speed, you’ll set your team up for success in the long run.

Another important consideration when building a team is to prioritize scalability. It’s easy to get caught up in your organization’s immediate needs and hire for the present moment, but it’s crucial to think about how your team will grow and evolve. Look for candidates with the potential to take on new responsibilities and leadership roles as your organization expands. Consider investing in training and professional development programs to help your team members acquire new skills and stay up-to-date with the latest industry trends. By prioritizing scalability, you’ll be better equipped to adapt to changing business needs and continue to achieve success over the long term.

Discipline to proven systems is essential for leadership and having transparent KPIs and organizational goal communications. The rigor and discipline of a sales leader in a growth cycle are particularly demanding. One primary concern for leaders in this mode is talent loss due to competitive pressures to grab your resources for their growth. It would help if you had experience and discipline for these growth moments.

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Two Tall Guys Talking Sales Podcast – Understanding and Adapting to the Buyer’s Journey for Sales Success – Episode 33

By soshaughnessey

In this thought-provoking podcast, hosts Kevin Lawson and Sean O’Shaughnessey dive into the challenges salespeople face when their sales process doesn’t align with the buyer’s journey. Using the example of a beer industry manufacturer, they explore the difficulties encountered when dealing with prospects who are only interested in the price and user count and how this can lead to feeling like a commodity. This insightful discussion underscores the importance of adapting to the buyer’s journey to sell more effectively.

As the conversation continues, Sean and Kevin emphasize the need to understand the buyer’s process, from recognizing the signs of a good prospect to determining the right time to buy. They highlight the importance of asking the right questions, listening to the buyer, and identifying their current position in the evaluation process. The hosts also discuss the concept of commercial teaching, which involves meeting prospects at their level of knowledge about the industry, solution, or product.

In addition, the duo addresses the challenge of long sales cycles and the factors that contribute to them, such as not understanding where the buyer is in their journey or not setting up for success earlier in the sales process. They encourage salespeople to be self-reflective and analyze their pipelines, identifying deals that may be stuck or taking longer than expected due to a lack of alignment with the buyer’s journey.

Furthermore, Kevin and Sean touch upon the importance of knowing the buyer persona, recognizing that different people within an organization have different perspectives and needs. By understanding the type of person you’re speaking with, salespeople can connect more quickly and effectively.

The podcast concludes with a challenge for salespeople to be introspective and consider how they can better align their sales process with the buyer’s journey for improved results.