small businesses

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!

Two Tall Guys Talking Sales Podcast – Strategic Sales Planning: Finish Strong and Prepare for FY25 – E105

By Sean O'Shaughnessey

As the year winds down and football season takes over, Sean O’Shaughnessey and Kevin Lawson remind us that it’s time for sales leaders to focus on the coming year. In this episode of Two Tall Guys Talking Sales, Sean and Kevin dive into actionable strategies for building a strong foundation in FY25, including compensation plan design, strategic projects, and investing in your sales team. Whether you’re a sales leader, business owner, or manager, this episode provides expert advice on how to finish strong and gear up for the year ahead.

Key Topics Discussed:

The Importance of Sales Compensation Plans (00:01:57): Sean and Kevin highlight the need to deliver next year’s compensation plans by December 1st and the impact of “cliffs” and “escalators” on driving end-of-year sales.
Prioritizing Strategic Projects for FY25 (00:08:00): From technology investments to adding resources, the hosts explain how to plan for success beyond basic sales goals.
Incentivizing Sales Success Without Caps (00:04:38): Kevin discusses why capping commissions can limit growth, and how uncapped plans can drive higher performance and retention.
Skills Building as a Strategic Investment (00:09:22): Sean encourages sales leaders to invest in skill development, particularly for small businesses, to boost overall sales team performance.
Assessing Your Sales Organization (00:13:51): Sean and Kevin emphasize the value of conducting a sales assessment to identify areas for improvement before the new year begins.

Key Quotes:

Sean O’Shaughnessey: “The time to write your sales compensation plan is October 15th or November 1st so you can deliver it by December. This year is what we’re being graded on, so we need to finish strong.” (00:03:48)
Kevin Lawson: “If you’re trying to 3x, 4x, 5x your business, putting a cap on commissions will stall that growth. We need to incentivize success, not limit it.” (00:05:19)
Sean O’Shaughnessey: “It’s not just about closing deals, it’s about investing in your team’s skills so they can deliver more revenue next year.” (00:10:24)

A Significant Actionable Item from this Podcast:

Deliver your sales compensation plans by December 1st. Incorporate “cliffs” to incentivize end-of-year performance and use “escalators” to reward ongoing success throughout the year. This structure not only pushes deals forward but ensures your team is focused on finishing the year strong and starting the next with momentum.

Summary:

Don’t wait until January to plan your sales strategy! In this episode, Kevin and Sean break down the crucial elements you need to set your team up for success in FY25, from delivering well-timed compensation plans to strategic project planning and skills development. Tune in now for expert advice and practical tips on how to finish this year strong and hit the ground running next year.

Two Tall Guys Talking Sales Podcast – Sales Success and Growing Pains: How to Build Systems That Scale – E104

By Sean O'Shaughnessey

In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey explore the complexities of rapid sales growth. While many companies aspire to grow, not all are ready for the operational strain accompanying success. The hosts share insights on scaling systems, optimizing sales operations, and ensuring growth doesn’t break your business. This episode offers actionable strategies for businesses facing fast-paced expansion, from onboarding salespeople to expanding infrastructure.

Key Topics Discussed:

Recognizing the Pain of Growth (00:01:00)
Sean discusses the challenge of managing growth when sales outpace operational capabilities, posing critical questions about when to add resources like marketing or legal support.
Building Systems That Scale (00:02:30)
Kevin shares how building robust, repeatable processes—whether hiring one salesperson or ten—ensures sustainable and scalable growth.
When to Hire Sales Support Staff (00:03:32)
The discussion highlights the importance of adding operational roles such as sales analysts or revenue operations personnel to ease the workload on sales teams.
Maximizing Sales Efficiency (00:07:14)
Sean advises identifying which tasks to delegate from high-performing salespeople to specialists, increasing overall efficiency and productivity.
Tailoring Sales Strategy to Industry Needs (00:09:26)
Kevin elaborates on how different industries may require unique sales strategies, emphasizing the need to adapt based on business size and market demands.

Key Quotes:

Sean: “We need to grow, but can the rest of the organization grow with us?” (00:05:00)
Kevin: “Growth is a cash event. Growth is a change event. When you 2x, 3x a business in sales, you often break things.” (00:02:48)
Sean: “Think about how much time high-performing people spend doing things that are not high-performing tasks, and figure out how you can take that off their plate.” (00:12:52)

A Significant Actionable Item from this Podcast:

Conduct a time audit for your sales team. Identify non-sales tasks that consume their time, such as data entry or order processing. Delegate these tasks to a dedicated admin or sales operations role. This can significantly boost productivity and allow your top performers to focus on closing deals.

Summary:

In this episode, Kevin and Sean break down the key challenges of scaling a business during periods of fast growth. They offer practical advice on creating efficient processes, hiring the right support staff, and ensuring your sales operations keep pace with your revenue expansion. Whether your company is rapidly expanding or preparing for future growth, this episode is packed with actionable insights that can help you maintain momentum without breaking your business. Tune in to learn how to balance growth and efficiency for long-term success!

Two Tall Guys Talking Sales Podcast – Daily Habits for Deepening Sales Relationships: A Guide for Busy Sales Professionals – E103

By Sean O'Shaughnessey

In this insightful episode, Kevin Lawson and Sean O’Shaughnessey delve into practical strategies for deepening relationships and boosting sales without extensive outreach efforts. Whether you’re a seasoned sales professional or just starting out, this episode is packed with actionable tips to enhance your sales approach by focusing on the people you already know.

Key Topics Discussed:

Building Relationships with Minimal Effort (00:01:03) – Strategies to maintain and strengthen relationships with minimal outreach, including personalized interactions beyond generic newsletters.
Utilizing Personal Interests in Sales (00:03:11) – How personal interests and hobbies can be leveraged to maintain contact with clients and build a deeper connection.
The Importance of Customized Communication (00:08:44) – Discuss how tailored communication can enhance customer relationships and trust.
Systematizing Relationship Management (00:12:51) – Sean’s methodical approach to managing relationships through strategic use of CRM and personalized content.
Sales as a Guiding Principle (00:13:00) – How consistent, targeted outreach is foundational to a successful sales strategy and organizational culture.

Key Quotes:

Kevin: “The currency of trust is what we’re building here… The idea that I’m passionate about running is an example of, Hey, we want to pay attention to our customers.” (00:06:10)
Sean: “Just send an article that made you think of them… This personal touch is what keeps the relationship strong and their interest in doing business with you alive.” (00:04:00)

Additional Resources:

Book: “Atomic Habits” by James Clear – referenced by Kevin as a core to building better processes – https://a.co/d/cHE8akb

A Significant Actionable Item from this Podcast:

Daily Personalized Outreach: Dedicate a few minutes daily to send personalized articles or messages to a few contacts. This habit keeps the relationship warm and ensures you remain top of mind, increasing the likelihood of continued business and referrals.

Summary

This episode is a gold mine for anyone looking to effectively maintain and grow their sales networks. Kevin and Sean break down the art of nurturing relationships with existing contacts through simple yet impactful daily habits. By integrating personalized communication and maintaining a consistent presence, sales professionals can foster deeper connections and ensure a robust network. If you want to refine your sales and relationship management approach, this episode is a must-listen.

Two Tall Guys Talking Sales Podcast – Sales Strategy Deep Dive: How to Align Offers with Client Expectations – E102

By Sean O'Shaughnessey

Join hosts Kevin Lawson and Sean O’Shaughnessey in a dynamic episode of “Two Tall Guys Talking Sales,” where they dive deep into the essential elements of crafting an effective sales strategy. Whether you’re a sales newbie or a seasoned pro, this episode promises insights into refining your approach to acquiring new clients and boosting your sales performance.

Key Topics Discussed:

Ideal Client Profiles (Approx. 00:01:00): Discover the power of tailoring your approach to fit the perfect client profile and why it’s the cornerstone of any successful sales strategy.
Messaging in Sales (Approx. 00:03:27): Learn the art of crafting messages that resonate with your target audience, ensuring your communication aligns perfectly with their expectations and needs.
Designing Compelling Offers (Approx. 00:06:31): Explore how to frame your products or services in a way that emphasizes their value and addresses the aspirational needs of your clients.
Strategic Alignment (Approx. 00:12:11): Understand the synergy between client profiles, messaging, and offers and how aligning these elements can lead to sales success.
Sales Process Optimization (Approx. 00:10:59): Gain insights into organizing your sales strategies to ensure they are effective, repeatable, and scalable.

Key Quotes:

Kevin: “If you’re a dentist and all you get is people with foot pain, you’re sending out the wrong message about your practice.” (Approx. 00:03:52)
Sean: “The goal for really selling and eliminating your competition and really setting yourself up for success is to teach them to aspire to something greater.” (Approx. 00:09:04)

Additional Resources:

“Strategic Selling” by Miller Heiman – A seminal book on sales strategies, mentioned for its impactful concepts that have shaped modern sales approaches. – https://a.co/d/iPykhyA
RAIN Group Sales Training – Recommended for those looking to further their understanding of sales aspirations and strategic customer alignment.

A Significant Actionable Item from this Podcast:

Reflect on Your Client Profiles: Take a moment to revisit and refine your ideal client profiles. This exercise will help ensure that your sales messaging and offers are perfectly tailored to meet your target audience’s specific needs and aspirations, significantly increasing your chances of closing more deals.

Summary:

In this episode, Kevin and Sean break down the intricate dance of aligning client profiles, messaging, and offers to craft a sales strategy that meets and exceeds expectations. Their conversation is filled with actionable advice backed by real-world examples and seasoned insights, making it a must-listen for anyone looking to enhance their sales effectiveness. Tune in to refine your approach and learn how to construct sales pitches that are heard and truly resonate.

Building High-Performing Sales Teams: Accountability, Strategy, and Success

By Sean O'Shaughnessey

Navigating the complexities and ensuring a robust and productive team are pivotal to achieving sustained success in sales. Accountability within a sales team requires pinpointing underperformance and creating an environment where feedback is constructive and growth is nurtured. The notion that no team member should be surprised by a change in their employment status underscores the importance of transparent communication. Setting realistic expectations and having regular discussions ensures that salespeople know where they stand and what is expected of them.

Underperformance can stem from various factors, but a common issue highlighted is the lack of skills. Identifying this gap is the first step toward rectification, paving the way for targeted coaching and development. Coaching isn’t just about improving skills; it’s about instilling the right behaviors that drive success. This is particularly crucial in small businesses where the owners might juggle multiple roles, potentially overlooking critical aspects of their operations, including sales.

The dialogue also touches upon the importance of diversifying strategies beyond a single mode of customer engagement. For instance, relying solely on email without integrating calls can limit a salesperson’s effectiveness. Similarly, focusing too intensely on a single key account to the detriment of prospecting new clients can jeopardize overall sales performance.

Sales managers play a crucial role in facilitating the development of their team members, not only by setting expectations but also by actively participating in joint sales calls and understanding the challenges their salespeople face. Unfortunately, many sales managers haven’t engaged in such activities with their team members in years, highlighting a gap in leadership engagement that can contribute to underperformance.

Peer accountability, celebrating small wins, and fostering a culture where successes are recognized and rewarded contribute significantly to a healthy sales environment. These practices motivate salespeople and help to identify those struggling, offering them the support needed to improve. It’s a collective effort, emphasizing that sales is not just about individual achievements but about lifting the entire team, reflecting the adage that a rising tide lifts all boats.

Therefore, Addressing underperformance is not just about identifying weaknesses but creating an ecosystem where salespeople are supported, skilled, and motivated to excel. It involves a comprehensive approach, from ensuring adequate training and development to fostering a culture of accountability and support.

For sales managers and CEOs, the key takeaway is the importance of being actively involved in their team’s development, understanding their challenges, and providing the resources and support necessary for success. Sales is a complex and demanding field, but with the right strategies and a supportive environment, outstanding results are possible.

Actionable items that you can use today!

Evaluate Communication and Expectations: Initiate a comprehensive review of your current communication practices and the clarity of expectations within your sales team. Ensure that every member clearly understands their goals, the metrics by which they are evaluated, and the consequences of underperformance. This could involve revising job descriptions, performance metrics, or the regularity and format of feedback sessions.
Implement a Peer Accountability System: Start the process of establishing a peer accountability system by organizing a team meeting to discuss its benefits. Encourage your sales team to share their successes and challenges openly, and pair team members to serve as accountability partners. This system should aim to foster a supportive environment where salespeople can learn from each other and motivate one another toward achieving their sales targets.
Develop a Mini-Coaching Plan: Identify at least one salesperson on your team who may be struggling or showing signs of underperformance. Design a short, targeted coaching plan to address their specific challenges, whether they be skill-based or motivational. This plan could include shadowing a high-performing team member, attending a specific training session, or setting up regular coaching meetings to work on identified areas of improvement.

Crafting Your Path to Success: Strategic Sales Planning for Small Businesses

By Sean O'Shaughnessey

The foundation of success in B2B sales lies in the ability to close deals and the strategic planning and objective setting that precedes any sales activity. This article offers a roadmap for salespeople, sales managers, and CEOs of small companies keen on refining their sales strategies and bolstering their management capabilities.

Connecting your sales objectives with your company’s long-term goals is central to developing an effective sales strategy. Sales leaders should cast a vision for where they want their company to be in five years and reverse-engineering the steps necessary to get there. This approach transcends the conventional wisdom of aiming for a marginal improvement over last year’s performance. Instead, it challenges sales teams to envision a trajectory that aligns with the company’s broader objectives, ensuring that each year’s goals are not mere increments but significant strides toward long-term success.

The critical takeaway here is the importance of setting objectives that are ambitious yet grounded in the realities of your business landscape. Leadership should balance aspirational goals and achievable targets, ensuring that the sales team is motivated but not overwhelmed by the challenges ahead. This process involves a deep dive into your company’s performance, understanding the stable segments of your business, identifying areas ripe for growth, and recognizing potential challenges that may impede progress.

This strategic planning adds complexity for small businesses and startups, where the distinction between sales leadership and the sales force can sometimes blur. Sales objectives must be crafted not only to drive growth but also to ensure sustainability. This involves careful consideration of your sales team’s capacity, the operational support necessary to sustain growth, and the potential financial implications of aggressive sales targets.

Moreover, the process of setting sales objectives is not a solitary endeavor but a collaborative exercise that benefits from diverse perspectives. Whether you’re a seasoned sales leader or a CEO navigating the sales landscape for the first time, exchanging ideas and experiences can illuminate pathways to success that may not be immediately apparent. It’s a dialogue that stretches beyond the confines of your organization, tapping into a broader community of sales professionals who share the common goal of driving their companies forward.

The journey towards setting and achieving meaningful sales objectives is both an art and a science. It requires a clear vision, a deep understanding of your business, and the flexibility to adapt to changing circumstances. By adopting a strategic approach to sales planning, you position your company not just to meet its sales targets but to exceed them, ensuring a trajectory of growth and success that is both ambitious and attainable.

Immediate action items that you can do today to improve your business

To transform these insights offered into actionable steps, here are three immediate action items that readers can undertake today to start realigning their sales strategies for enhanced growth and success:

1. Conduct a Vision-Setting Exercise

Start by dedicating time for a vision-setting exercise with your key sales leaders and stakeholders. The goal is to outline where you envision the company in the next five years. This should not be a cursory glance at the future but a detailed session where you map out the long-term goals of your company and how the sales team can contribute significantly to achieving these objectives. Consider the broader impact of your sales goals on the company’s trajectory. After this session, distill the insights into a concise vision statement that aligns with your company’s long-term objectives.

Actionable Advice: Schedule a half-day workshop dedicated to this vision-setting exercise within the next week. Prepare by gathering data on your company’s past performance, current market trends, and any forecasts that can inform your discussion.

2. Evaluate Your Current Sales Strategy

Critically examine your current sales strategy. This involves analyzing your sales performance, understanding your business’s stable and high-growth segments, and identifying any potential roadblocks hindering progress toward your newly set objectives. It’s an opportunity to reassess and adjust your approach based on a realistic appraisal of what has been working and what hasn’t.

Actionable Advice: Create a checklist for evaluation that covers key areas of your sales strategy. This should include sales processes, team capabilities, market positioning, and aligning sales targets with your overall business goals. Begin this evaluation immediately, aiming to have preliminary findings within two weeks.

3. Foster a Culture of Collaboration and Continuous Learning

The sales objectives should be a collaborative effort involving input from across your organization. Foster a culture where sales teams feel empowered to share insights and feedback. Encourage your team to continuously learn and adapt, recognizing that the sales landscape is ever-changing. Building this culture of collaboration and flexibility will ensure that your sales strategy remains dynamic and responsive to your business’s and the market’s needs.

Actionable Advice: Organize a monthly sales meeting to share insights, challenges, and learning experiences from within and outside your team. This should be a platform for open dialogue, encouraging innovation and adaptability in your sales strategies. Start planning the first of these meetings today, setting a date within the next month.

By implementing these immediate action items, sales leaders and business owners can begin the process of refining their sales strategies to be more aligned with their long-term business objectives. These steps are designed not only to catalyze strategic thinking and planning but also to ensure that the execution of these plans is practical, collaborative, and continuously evolving in response to both internal and external business dynamics.

Strategizing Success: A Small Business Guide to Sales Mastery

By Sean O'Shaughnessey

Understanding the intricacies of sales plans, processes, and methodologies is beneficial and crucial for sustained growth and success in B2B sales. This deep dive offers invaluable insights for salespeople, sales managers, and CEOs of small companies looking to refine their sales strategies and enhance management capabilities.

A sales plan is more than just setting targets; it’s about crafting a roadmap to market success, focusing on who you’re engaging with and the value you bring to the table. It’s about plotting a course that not only aims for success but also navigates potential failures. For small business owners and sales leaders, reevaluating your sales plan and methodologies isn’t just about affirming what’s working; it’s a critical look at how to adapt and thrive in a competitive landscape.

Small companies, in particular, face the unique challenge of scaling their sales efforts nationally or even internationally. In reality, capturing a significant market share in a billion-dollar industry requires more than just having a “good” sales organization. It demands a strategic, well-oiled machine capable of outpacing competitors and captivating a larger audience. This is where the true value of assessing your sales strategy comes into play. By benchmarking against industry leaders and innovators, companies can identify gaps in their approach and areas ripe for improvement.

Transitioning from a solopreneur or founder-led sales approach to a more structured sales organization is a pivotal step for many small businesses. This transition isn’t just about delegation; it’s about envisioning your company’s future and laying down the groundwork to achieve that vision. Whether the goal is to sell the company or to step back from day-to-day sales activities, planning and infrastructure are key.

Moreover, the value a company brings to its customers is paramount. This value perception drives sales and, ultimately, the company’s success. Sales teams need to continuously evolve, ensuring that they are not only meeting but exceeding customer expectations. Therefore, assessing a sales strategy becomes an ongoing process and is integral to maintaining and enhancing this value.

The discussions around sales strategy assessment, transitioning to sales management, and the importance of continuously delivering value underscore a fundamental truth in sales: success is a journey, not a destination. Companies that regularly assess their sales strategy remain open to learning and adapting, and focus on delivering unmatched value are the ones that thrive in the ever-competitive marketplace.

For salespeople, sales managers, and CEOs alike, the takeaway is clear: your sales strategy’s assessment and continuous improvement are not optional; they are essential to staying relevant, competitive, and successful in today’s business landscape.

Immediate actions that the reader can pursue today

Here are three immediate action items that readers can undertake today to refine their sales strategies, enhance management capabilities, and ensure the sustained growth and success of their B2B sales efforts:

1. Conduct a Sales Plan Audit

Action Steps:

Evaluate Current Sales Plan: Look closely at your current sales plan. Assess its alignment with your company’s strategic goals, market positioning, and the value proposition you offer to your clients. Identify areas where your plan excels and where it falls short.
Benchmark Against Industry Leaders: Compare your sales strategies, processes, and outcomes with those of industry leaders and innovators. This comparison will help you spot gaps and opportunities for improvement.
Develop Improvement Plan: Create a detailed plan to address the identified gaps based on your audit findings. This plan should include specific actions, timelines, and responsible parties to ensure implementation.

2. Transition Towards Structured Sales Management

Action Steps:

Define Your Sales Infrastructure: Outline the structure of your desired sales organization. This includes roles and responsibilities, sales processes, and support systems required for efficient operation.
Plan for Scale: Consider what tools, technologies, and training your sales team will need to scale up their efforts, both nationally and internationally. This could include CRM software, sales training programs, and scalable sales processes.
Implement Gradually: Start the transition by implementing changes in phases. Monitor the impact of these changes on sales performance and team morale. Adjust your approach based on feedback and results to ensure a smooth transition.

3. Enhance Customer Value Perception

Action Steps:

Understand Your Customers: Conduct market research to deepen your understanding of your customers’ needs, preferences, and pain points. Use this information to refine your value proposition.
Innovate Continuously: Encourage your team to regularly brainstorm and implement new ways to deliver and communicate value to your customers. This could involve product improvements, new service offerings, or enhanced customer service strategies.
Measure and Adjust: Implement mechanisms to measure how customers perceive your value. Use customer feedback, surveys, and sales data to continuously adjust your strategies for improving customer satisfaction and loyalty.

Implementing these action items requires a methodical and disciplined approach, but the payoff can be significant. By auditing your sales plan, transitioning towards a more structured sales management system, and enhancing the perception of the value you offer to customers, you can position your company for greater success in the competitive B2B marketplace. Remember, the goal is to meet customer expectations and exceed them consistently, thereby ensuring your company’s growth and long-term success.

March 2024 Newsletter

By Sean O'Shaughnessey