Stop Guessing. Start Assessing: The First Step Toward Sales Growth

Stop Guessing. Start Assessing: The First Step Toward Sales Growth

Are you feeling stuck in your sales organization? You’re not alone. Many founders, CEOs, and sales leaders eventually hit an invisible wall—a growth plateau. Key deals slip away. Your top salesperson, who carries far too much weight, starts to burn out.

In these moments, the instinct is often to push harder. But what’s needed isn’t more hustle. It’s clarity. And clarity starts with a strategic sales assessment.

What a Sales Assessment Means

Too often, leaders see assessments as formalities—checklists that confirm what they already believe. That’s a mistake. An accurate sales assessment is diagnostic. It reveals what’s working, what’s broken, and what’s missing.

Revenue growth doesn’t always mean you’re on the right path. Many companies are growing despite misalignment, not because of strategic execution. Are your sales activities aligned with your market opportunity? Are you pursuing the right prospects with the right message? Or are you just getting lucky?

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Level Up Your Sales Prospecting with Advanced Research Techniques

Level Up Your Sales Prospecting with Advanced Research Techniques

A shoutout to Chris Spanier and Episode #85 of the Practical, Actionable Marketing Podcast

Sales prospecting has always been a grind. What if you could cut your research time in half and dramatically improve your outreach results?

In Episode #85 of the Practical, Actionable Marketing podcast, host Chris Spanier delivers a masterclass on how to do just that. Titled “Advanced Prospecting Research Tools,” the episode is packed with time-saving techniques and tools that help sales professionals build sharper prospect profiles faster.

As someone with over four decades in sales and sales management, I believe this kind of tactical insight makes a difference. If you haven’t already, listen to the episode. Then, come back here for a quick breakdown of what Chris covered—plus a few of my thoughts.


Why Prospect Research Matters More Than Ever

In a market saturated with sales messages, relevance is your only competitive advantage. The days of blasting generic emails to massive lists are over. Today, the winners are the ones who personalize their outreach with precision—and that begins with better research.

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Two Tall Guys Talking Sales – Amy Connor discusses Salespeople vs. Lead Generation: Are You Using Your Team Wisely? – E125

Two Tall Guys Talking Sales – Amy Connor discusses Salespeople vs. Lead Generation: Are You Using Your Team Wisely? – E125

How do you measure the success of your sales and marketing efforts? If you’ve ever wondered whether your marketing dollars are driving revenue or if your sales team is making the most of their leads, this episode is for you. 

Kevin Lawson and Sean O’Shaughnessey sit down with Amy Connor, founder of CMO on Loan, to discuss how marketing and sales should work together for growth. Amy brings her extensive experience from Procter & Gamble, Luxottica, and other top brands to help mid-market companies build marketing confidence, align with sales, and drive measurable results.

Key Topics Discussed

  • The Basketball Analogy: Why Tracking Performance Matters (~00:01:00)
    • Just like basketball teams analyze stats post-game, businesses need to measure marketing and sales effectiveness.
  • How to Decide Between Investing in Sales or Marketing (~00:04:30)
    • Business owners often wonder whether they should put more resources into sales teams or marketing initiatives—Amy breaks it down.
  • Aligning Marketing and Sales for Lead Generation (~00:07:30)
    • Should salespeople generate their own leads, or is there a more efficient way to bring prospects to the table?
  • The Role of a Fractional CMO: How Businesses Can Engage Marketing Leadership (~00:11:20)
    • Amy explains how a fractional CMO helps companies make smarter marketing decisions without the full-time executive cost.
  • A Sneak Peek into Next Week: Measuring Marketing Effectiveness (~00:13:52)
    • Tune in next week as Amy shares the tools and strategies that help businesses track what’s working and what’s not.

Key Quotes

  • Sean O’Shaughnessey (~00:06:41):
    “So many of my clients assume that salespeople will find their own leads, but is that really the best use of their time?”
  • Amy Connor (~00:07:51):
    “Your sales team is often being asked to do too much. Something will suffer if they have to hunt for leads and nurture accounts at the same time.”
  • Kevin Lawson (~00:11:00):
    “When companies say, ‘I need more sales,’ what they often mean is, ‘I need more leads.’ But are they solving the right problem?”

Additional Resources

A Significant Actionable Item from this Podcast

Evaluate your marketing and sales alignment. Take a step back and ask:

  • Do I have a clear process for tracking where leads come from and how they convert?
  • Is my sales team spending too much time prospecting instead of closing deals?
  • Would marketing support help my business generate higher-quality leads?

If you’re not sure, it may be time to review your funnel and define a strategy that ensures sales and marketing work together—not in silos.

Why You Should Listen to This Episode

This episode is a must-listen for business owners, sales leaders, and marketing professionals looking to make smarter investments in growth. Amy Connor shares real-world insights on how marketing can drive measurable business results and how sales and marketing can function as a united force. Plus, next week’s episode will dive even deeper into how to measure marketing effectiveness, so don’t miss it!

🎧 Download now and take the first step toward a more effective marketing and sales strategy!

Two Tall Guys Talking Sales – AI for Sales Success: Tools, Tactics, and Why You Can’t Ignore It – E124

Two Tall Guys Talking Sales – AI for Sales Success: Tools, Tactics, and Why You Can’t Ignore It – E124

Artificial intelligence (AI) is transforming the sales industry, but does that mean salespeople are becoming obsolete? Absolutely not! In this high-energy episode, Kevin and Sean debunk the myth that AI will replace sales professionals. Instead, they reveal how AI can be a game-changing tool for sales success.

From using AI to refine communication to automating time-consuming tasks, this episode is packed with insights on how AI can help sales leaders and reps work smarter, sell better, and stay ahead of the competition. Tune in to discover practical ways to leverage AI, improve efficiency, and dominate your market.

Key Topics Discussed

🔹 Will AI Replace Salespeople? – The truth about AI’s role in sales and why your job isn’t at risk—but your quota might be. (00:00:45)

🔹 The Evolution of Sales Tools – A nostalgic (and hilarious) look at how tools have always changed work processes—remember manual garage doors and TV dials? (00:02:21)

🔹 AI for Writing & Communication – How tools like Grammarly can make your emails, proposals, and presentations sharper, clearer, and more professional. (00:04:00)

🔹 Boosting Productivity with AI – From auto-generating customized sales presentations to intelligent scheduling, AI can free up time for what matters most: selling. (00:06:01)

🔹 The AI-Powered CRM – If your CRM doesn’t have AI integration or a plan for it, it’s time to rethink your strategy. A modern CRM is essential for competitive sales teams. (00:12:00)

Key Quotes

🗣️ Sean O’Shaughnessey: “You are not going to be replaced by AI. You’re going to be replaced by a salesperson using AI.” (00:01:00)

🗣️ Kevin Lawson: “AI isn’t here to take your job—it’s here to make you a better salesperson. Weaponize your tools and sharpen your axe.” (00:07:33)

🗣️ Sean O’Shaughnessey: “Being afraid of AI is like being afraid of Microsoft Word instead of a typewriter.” (00:10:18)

Additional Resources

🔗 Grammarly – AI-powered writing assistant for better emails, proposals, and reports.

🔗 Canva – AI-enhanced design tool for creating presentations and marketing materials in seconds.

A Significant Actionable Item from this Podcast

🚀 Start Using AI Today! Don’t wait—integrate AI into your daily sales routine now. Whether it’s improving your writing with Grammarly, using AI for scheduling, or leveraging AI-powered CRM features, pick one AI tool and start experimenting. The sooner you adopt AI, the further ahead you’ll be.

Final Thoughts

AI isn’t a threat—it’s an opportunity. The best salespeople will be the ones who embrace AI to work smarter, sell more efficiently, and build stronger customer relationships. Want to future-proof your sales career? It starts here.

👉 Hit play now and learn how AI can be your competitive advantage in sales!

Balancing Act: Networking, Direct Prospecting, and Customer Referrals for Revenue Growth

Balancing Act: Networking, Direct Prospecting, and Customer Referrals for Revenue Growth

Is your sales pipeline running dry? We’ve all been there.

Let me share a personal story that might resonate with you. After spending months securing a major deal, I found myself staring at an empty pipeline. The celebration of landing that giant whale quickly became a stark reality check. This experience taught me an invaluable lesson about sustainable sales growth.

Revenue generation isn’t just about closing deals—it’s about maintaining a consistent flow of opportunities. Your success depends on mastering the art of prospecting, yet many salespeople struggle with this fundamental skill. Are you dedicating enough time to building your pipeline, or are you caught in the feast-and-famine cycle?

The most effective sales professionals understand that prospecting isn’t a one-dimensional activity. Think of your prospecting strategy as a carefully orchestrated symphony, where different elements work together to create a harmonious result. Direct outreach and network-based approaches each play their unique roles in this composition.

Visualize a three-legged stool symbolizing the three-pronged approach to sales: networking and referrals, direct prospecting, and existing customers. Each of these legs supports growing your business and consistently achieving your revenue goals.

Consider how a software company might approach this dual strategy. While tracking metrics for direct outreach is straightforward, measuring networking success requires a different lens. How many new relationships have you cultivated? Which dormant connections have you rekindled? These indicators matter just as much as your cold call statistics.

I recently spoke with a consulting professional who shared an interesting perspective on networking metrics. Rather than counting sales pitches, he measures success by the number of times he naturally introduces his services in conversations. This subtle shift transforms aggressive selling into educational opportunities. Have you considered how this approach might work in your context?

Your prospecting strategy must align with your target audience’s expectations and behaviors. Waiting for inbound leads isn’t a strategy—it’s a recipe for inconsistent results. When you prospect through your network, the goal isn’t to ask for immediate business. Instead, you’re planting seeds for future opportunities through strategic introductions.

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From Crisis to Control: Managing Expectations in Sales Leadership

From Crisis to Control: Managing Expectations in Sales Leadership

The concept of “managing up” emphasizes the importance of aligning a sales team’s objectives with the expectations of upper management. This approach is particularly crucial during periods of sales turnaround, where the usual metrics might falter and innovative, agile responses are required.

“Managing up” involves treating higher management as an internal customer whose needs must be understood and met with the same diligence as those of external clients. For sales leaders, this means crafting a clear, actionable plan that communicates the steps necessary to achieve desired outcomes—often under the scrutinizing pressure of performance metrics. This strategic outline helps ensure that everyone, from the CEO to the sales floor, understands what success looks like in practical terms and is committed to the collective goal.

Moreover, the process of managing expectations is not static; it requires continual adjustment and communication. This dynamic approach allows a sales team to pivot quickly in response to evolving market conditions or internal challenges without losing sight of the overall objectives. Sales leaders are advised to articulate the goals and how they plan to achieve them, breaking down the journey into manageable, measurable milestones.

In a successful sales turnaround, it is crucial to set realistic goals that are both ambitious and achievable. This involves a deep understanding of the company’s current position and a candid assessment of what can realistically be accomplished in a given timeframe. The emphasis on SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals ensures that targets are not just aspirational but grounded in the reality of the company’s operational capabilities and market conditions.

Sales turnarounds also necessitate focusing on internal processes and behaviors rather than just end results. A sales leader must foster an environment where the team understands that their daily activities—their behaviors and strategies—are as critical to turning around sales figures as the numbers themselves. This approach helps build a resilient team capable of sustaining performance even when external conditions are challenging.

Celebrating small wins and maintaining morale during a turnaround is vital. It ensures that the team remains motivated and committed to the company’s long-term vision. Recognizing individual and team contributions reinforces a positive, collaborative culture, essential for navigating periods of uncertainty.

Finally, managing up during a turnaround is not merely about staying afloat but setting the stage for future growth. It involves understanding where the company needs to be and how to get there by working backward from the desired outcome. This methodical approach to problem-solving, coupled with effective communication and realistic goal-setting, forms the backbone of a successful sales strategy that can lead a company out of a downturn and towards a prosperous future.

Managing up is as critical as managing down for sales leaders and managers. It requires a balance of strategic foresight, operational excellence, and the interpersonal skills needed to guide a team through complex challenges. This balanced approach secures short-term objectives and paves the way for sustained success and stability.

Here are a few actionable items that a sales leader can do today to enhance management strategies and foster a successful sales turnaround:

  1. Define Clear Objectives:
    • Set aside time today to outline your sales team’s specific, measurable, achievable, relevant, and time-bound (SMART) goals. Ensure these goals are aligned with upper management’s expectations and communicate them clearly to your team.
  2. Improve Internal Communication:
    • Schedule a meeting with your manager or upper management to discuss current sales strategies and performance. Use this opportunity to clarify expectations, receive feedback, and adjust your strategies as needed.
  3. Foster Team Engagement:
    • Organize a brief team meeting to celebrate recent successes, no matter how small. Use this time to reinforce the team’s role in the larger company objectives, boosting morale and commitment to the turnaround process.
  4. Assess and Adjust Processes:
    • Conduct a quick audit of your current sales processes and identify any immediate inefficiencies that could be hindering your team’s performance. Initiate the steps to refine these processes, involving your team for insights and suggestions.
Crafting a Sales Process Flowchart: Visualize the stages in your sales process for consistency – Driving New Sales: Transforming Small Businesses into Sales Powerhouses – Episode 9

Crafting a Sales Process Flowchart: Visualize the stages in your sales process for consistency – Driving New Sales: Transforming Small Businesses into Sales Powerhouses – Episode 9

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.

Contact Kevin:
Email: Kevin@lighthousesalesadvisors.com
LinkedIn: linkedin.com/in/kwlawson

Key Topics Discussed

  • 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.

Two Tall Guys Talking Sales – Mastering the Art of Sales: Strategies to Outshine Your Competitors in 2024 – E68

Two Tall Guys Talking Sales – Mastering the Art of Sales: Strategies to Outshine Your Competitors in 2024 – E68

Welcome to another insightful episode of “Two Tall Guys Talking Sales,” where hosts Kevin Lawson and Sean O’Shaughnessey delve into the art of salesmanship. In this episode, Sean, author of “Eliminate Your Competition,” shares his expertise on outmaneuvering the competition and achieving sales success in 2024. Join us for a deep dive into the strategies that can transform your sales approach and set you up for a prosperous year.

Key Topics Discussed

  1. Understanding Competition: Sean emphasizes the importance of competition in sales, explaining how it can actually benefit the sales process by reducing the likelihood of a ‘no decision’ outcome.
  2. Five Sales Strategies: Sean outlines the five fundamental sales strategies – Frontal, Flanking, Fragment, Defend, and Develop – and explains how each can be effectively utilized in different sales scenarios.
  3. Strategy in Detail:
    1. Frontal Strategy: Focused on leveraging clear advantages over competitors, requiring excellence in execution and resource intensity.
    2. Flanking Strategy: Involves shifting the customer’s focus to new issues that favor your solution, requiring a deep understanding of the customer’s needs.
    3. Fragment Strategy: Useful for politically weaker positions or less feature-rich products, focusing on a subset of issues.
    4. Defend Strategy: Essential for existing customers, focusing on expanding influence and defending against competitors.
    5. Develop Strategy: Ideal for long-term engagement where immediate purchase isn’t imminent, focusing on building credibility and relationships.
  4. Salesperson Types and Strategies: Sean discusses how different types of salespeople, like Trappers, Hunters, Farmers, and Gatherers, may prefer different strategies based on their strengths and sales approach.

Key Quotes

  • Sean: “Competition is a good thing in sales. It often means you’re more likely to avoid losing a deal to No Decision.”

Additional Resources

  • Book: “Eliminate Your Competition: A Trapper’s Guide to Increasing Your Commission” by Sean O’Shaughnessey, available wherever books are sold – https://amzn.to/2K37ugx.

Summary

In this episode of “Two Tall Guys Talking Sales,” Sean O’Shaughnessey shares invaluable insights from his book “Eliminate Your Competition,” guiding listeners through various sales strategies to outsmart competitors in 2024. Whether you’re a seasoned sales professional or new to the field, this episode offers a wealth of knowledge on approaching sales challenges creatively and effectively. Tune in to learn how to adapt these strategies to your sales style and set yourself up for a successful year in sales.

Setting Clear Sales Objectives and Goals: Establish targets to drive sales team efforts – Driving New Sales: Transforming Small Businesses into Sales Powerhouses – Episode 6

Setting Clear Sales Objectives and Goals: Establish targets to drive sales team efforts – Driving New Sales: Transforming Small Businesses into Sales Powerhouses – Episode 6

Welcome to a pivotal episode of “Driving New Sales: Transforming Small Businesses into Sales Powerhouses.” This episode, perfect for CEOs, sales managers, and sales teams, delves into defining clear sales objectives and goals. Our expert Sean O’Shaughnessey, backed by decades of sales consultancy experience, unravels the secrets to crafting impactful sales strategies.

We’re also excited to have Jeff Clair of ClairVoyant Consulting as our sponsor, offering expert sales consulting for business growth.

Key Topics Discussed

  • The Importance of SMART Goals: Sean highlights how SMART goals — Specific, Measurable, Achievable, Relevant, and Time-bound — are fundamental in creating objectives that are both ambitious and realistic.
  • Balancing Short-Term and Long-Term Objectives: Discover the art of aligning immediate targets with overarching strategic ambitions, ensuring a cohesive sales approach.
  • Linking Team Goals to Individual KPIs: Understand the necessity of breaking down collective objectives into individual targets, fostering clarity and accountability within the sales team.
  • Quantitative Goals vs. Qualitative Milestones: Sean emphasizes that success isn’t solely measured in numbers. Metrics like customer satisfaction and brand reputation are pivotal predictors of future growth.
  • Aligning Sales Goals with Business Strategy: Learn how to ensure your sales activities support and enhance your broader business goals, contributing to long-term sustainability and growth.
  • Regular Monitoring and Tracking: Tools like CRM systems and routine check-ins are critical in assessing progress and realigning strategies.

Key Quotes

  • “Setting clear sales objectives and goals is the North Star guiding your team through the corporate sales world.”
  • “Balancing short-term and long-term objectives is vital to maintaining a steady pace towards your ultimate goals.”
  • “High customer satisfaction today can lead to more referrals tomorrow.”

Our sponsor:

  • Jeff Clair of ClairVoyant Consulting LLC can be reached at jclair@salesxceleration.com and https://www.linkedin.com/in/jeffclair/

Action Items You Can Do Today

  • Monthly Performance Review: Regularly analyze each goal, utilizing the SMART framework for continuous improvement.
  • Align Individual KPIs with Team Objectives: Ensure each team member knows their targets and role in achieving the collective goal.
  • Balance Short-term and Long-term Goals: Strategically use short-term objectives as stepping stones for long-term achievements.
  • Incorporate Qualitative Milestones: Pay equal attention to metrics like customer satisfaction alongside traditional revenue goals.
  • Ensure Sales Goals Reflect Business Strategy: Continually review and align your sales objectives with the broader aims of your business.

Today’s episode with Sean O’Shaughnessey has been a deep dive into setting clear objectives and goals, a compass guiding sales teams to remarkable success. As Sean pointed out, crafting a well-orchestrated sales strategy where every element harmoniously contributes to your business’s success is essential.

Contact Information

  • Sean O’Shaughnessey: Sean@NewSales.Expert
  • www.NewSales.Expert
Two Tall Guys Talking Sales – Breaking the Sales Rollercoaster: Strategies for Steady Success – E60

Two Tall Guys Talking Sales – Breaking the Sales Rollercoaster: Strategies for Steady Success – E60

Welcome to another insightful episode of “Two Tall Guys Talking Sales,” where hosts Kevin Lawson and Sean O’Shaughnessey dive deep into B2B sales management, sharing their extensive knowledge and experience. This episode is a must-listen for sales professionals who handle the entire sales cycle, from lead generation to closing deals. Kevin and Sean explore effective strategies to avoid the pitfalls of one-dimensional outreach and the rollercoaster effect in sales. Their conversation is packed with actionable advice, making it an invaluable resource for anyone looking to enhance their sales skills.

Key Topics Discussed

  1. The Full Sales Cycle Challenge: Understanding the complexities of managing every stage of the sales process.
  2. Diversifying Outreach Strategies: The importance of using multiple channels and methods in sales outreach.
  3. Avoiding the Rollercoaster Effect: Strategies to maintain a consistent pipeline and steady revenue flow.
  4. Building and Utilizing a Robust Contact List: Effective ways to create and engage with a list of potential leads.
  5. The Art of Persistent Outreach: How repeated, varied contacts can lead to successful conversions.
  6. Personalizing Sales Approaches: Tailoring strategies to meet potential clients’ specific needs and preferences.

Key Quotes:

  • Kevin: “We need to be pulling all these threads to weave the cloth that we want to cover our table.”
  • Sean: “You need to make them smarter. And in order to do it, just like when you were in high school, when you were in college, and you were trying to learn a new subject, learn a new thing, did you ever have it where your professor was trying to teach you something? It just wasn’t sticking.”

Additional Resources

Summary Paragraph

In this episode of “Two Tall Guys Talking Sales,” Kevin and Sean provide a treasure trove of insights for sales professionals. They emphasize the importance of a multi-faceted outreach strategy, consistent engagement, and personalization in the sales process. Their practical tips and real-world examples make this episode a valuable listen for anyone in sales, from newbies to seasoned pros. Tune in to learn how to transform your sales approach, build a robust pipeline, and achieve consistent success in your sales career.