Two Tall Guys Talking Sales – How Sales Leaders Use CRMs to Align Sales Processes, Value Selling, and Revenue Management – Episode 152

Two Tall Guys Talking Sales – How Sales Leaders Use CRMs to Align Sales Processes, Value Selling, and Revenue Management – Episode 152

By Sean O'Shaughnessey

In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey build on last week’s discussion of qualification methodologies and take the conversation further—into how these frameworks should live inside your CRM. From aligning sales processes with the buyer’s journey to enforcing accountability at each stage, this conversation offers practical strategies that every sales leader and salesperson can implement. Expect a deep dive into sales management, revenue generation, sales processes, and how value selling thrives when marketing and sales teams work in sync.

Key Topics Discussed

  • Why your CRM is the right home for qualification methodologies (00:48)
  • Best practices for embedding qualification questions into sales processes (02:01)
  • How sales leaders enforce discipline and consistency across teams (03:18)
  • Eliminating Excel spreadsheets and consolidating data for effective revenue management (05:12)
  • Aligning marketing collateral with sales strategies to support qualification and value selling (06:00)
  • Real-world stories of late-stage deal failures caused by missing buyer-side approvals (10:21)

Key Quotes

  • Kevin Lawson (05:12): “Oh, please, oh, please evacuate Excel spreadsheets from your solution guide… For the purposes of this discussion, we want to strenuously avoid having third-party apps disconnected from your system.”
  • Sean O’Shaughnessey (10:40): “There is nothing worse than missing your quarterly number because you didn’t know how they were going to buy… Knowing the paperwork process is the difference between celebrating the win and missing your commission check.”
  • Kevin Lawson (14:10): “Having a qualification methodology mapped into your CRM, aligned with a buyer’s journey and supported by marketing resources, gives you a fully wrapped system that prevents that dreaded CEO call asking, ‘What’s the status of that deal?’”

Additional Resources

A Significant Actionable Item from this Podcast

Embed your qualification methodology directly into your CRM, tied to each stage of your sales process.

Don’t let critical deal information reside inside spreadsheets or Word docs; configure your CRM so progression requires those qualification questions to be answered. This not only improves sales accuracy but also enhances revenue management, ensures consistency across your team, and creates alignment with marketing resources to drive value selling.

Summary

This episode of Two Tall Guys Talking Sales is a must-listen for anyone serious about building sustainable sales success. Sean and Kevin reveal how sales strategies such as qualification methodologies come to life when fully integrated into CRM-driven sales processes. You’ll learn why sales management must prioritize data consistency, how business acumen prevents late-stage deal disasters, and how aligning messaging between sales and marketing fuels stronger revenue generation. If you want practical insights on improving your sales processes and elevating your organization’s performance, download this episode today and start putting these best practices to work.

Two Tall Guys Talking Sales – Sales Strategies That Outperform AI Tools: ICP, Value Selling, and Revenue Management – Episode 150

Two Tall Guys Talking Sales – Sales Strategies That Outperform AI Tools: ICP, Value Selling, and Revenue Management – Episode 150

By Sean O'Shaughnessey

In today’s fast-changing sales landscape, everyone is talking about AI, automation, and digital tools, but are these the keys to sales success? In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey explore why documenting your sales processes, defining your ideal client profile (ICP), and sharpening your value selling approach must come before chasing shiny new technologies. Whether you’re leading a sales team or building revenue generation strategies as a business owner, this episode delivers practical advice for aligning business acumen with modern sales strategies.

Key Topics Discussed

  • [00:01:00] The foundational role of sales processes: Why documenting your sales processes is more important than rushing into automation or AI.
  • [00:03:00] Defining your Ideal Client Profile (ICP): How knowing precisely who you should sell to drives revenue management and sales success.
  • [00:06:00] AI without ICP is useless: Kevin explains why AI and automation fail without strong sales strategies and a written ICP.
  • [00:09:00] Automating bad processes makes junk faster: Sean shares insights from decades in sales and automation.
  • [00:12:00] Real growth impact: Data showing how companies with a documented ICP experience higher win rates, deal closure, and long-term revenue generation.

Key Quotes

  • Kevin Lawson [00:06:00]: “AI tools don’t work unless they are programmed to know what you’re trying to look for. If your value proposition and ICP aren’t documented, you’ve basically bought another untrained person.”
  • Sean O’Shaughnessey [00:10:23]: “If you automate a bad process, all you do is make junk faster. Get the basics right first.”
  • Sean O’Shaughnessey [00:12:57]: “Companies with a documented ICP have an account win rate 68% higher than those without one. That’s the power of clarity in sales processes.”

Additional Resources

  • Exclusive whitepapers on Ideal Client Profiles and Value Selling Propositions are available inside the B2B Sales Lab Community. www.b2b-sales-lab.com and go to the Sales Resources section.
  • Previous episode: Winning Sales Strategies for Productive, High-Impact Pipeline Reviews https://podcasts.apple.com/us/podcast/winning-sales-strategies-for-productive-high-impact/id1668686029?i=1000721736213

A Significant Actionable Item from this Podcast

Write down your Ideal Client Profile (ICP).

Even if you think you already know your best customers, putting it in writing transforms sales management and revenue generation. A written ICP sharpens your messaging, aligns your sales processes, and empowers value selling. Without it, AI tools and automation will fail to deliver meaningful results.

Why You Should Listen

If you’re serious about sales success, this episode is a must. Kevin and Sean break through the noise of AI hype to uncover the timeless truths of revenue management, sales strategies, and business acumen. Learn how to strengthen your sales processes, improve messaging, and drive consistent revenue generation. Packed with stories, data, and practical wisdom, this episode equips you with the clarity needed to win more deals and build long-term sales success.

Two Tall Guys Talking Sales – Chris Spanier Explains Marketing Professional Services: Sales Strategies That Actually Work – Episode 142

Two Tall Guys Talking Sales – Chris Spanier Explains Marketing Professional Services: Sales Strategies That Actually Work – Episode 142

By Sean O'Shaughnessey

When marketing professional services, the playbook isn’t the same as product sales, and today’s episode dives into exactly why. Sean O’Shaughnessey and Kevin Lawson are joined by returning guest Chris Spanier, CEO of Carpe Diem Consulting Group and host of the Practical Actionable Marketing podcast. This conversation tackles the nuances of sales strategies for service-based businesses, blending value selling with measurable marketing and aligning both functions for stronger revenue generation. If you’re a business owner, consultant, or fractional executive trying to sharpen your sales processes and improve messaging, this episode is a goldmine of practical advice.

🔑 Key Topics Discussed

  • [02:44] Why traditional product marketing doesn’t work for professional services—and how to adapt
  • [03:46] The importance of measuring marketing effectiveness and integrating KPIs into the sales process
  • [07:36] How to position and market services that don’t have tangible “speeds and feeds”
  • [08:28] Letting go of the fear of “giving away your secret sauce” in thought leadership content
  • [10:30] Systemizing stories and messaging to scale sales efforts across a growing team
  • [12:14] How to use lead nurturing email campaigns to drive engagement and trust over time

🗣️ Key Quotes

  • Sean O’Shaughnessey:
    “Sales is a really expensive marketing arm if you’re not doing really good marketing.”
    — [05:59]
  • Kevin Lawson:
    “Tell how you win, how you help others win, and how they win when working with you—this is as key as anything in professional services.”
    — [10:52]
  • Chris Spanier:
    “If you freely share value, people won’t take advantage of you—they’ll start trusting you. That’s the first step in real sales success.”
    — [08:54]
    “Marketing is half magic and half numbers. But the numbers—that’s where the proof comes in.”
    — [04:14]

📚 Additional Resources

✅ A Significant Actionable Item from this Podcast

Systemize your lead nurturing.
Create a recurring, value-focused email campaign to maintain top-of-mind awareness. Whether your cadence is every three or six weeks, focus 80% on providing helpful insights and only 20% on pitching your services. Tracking measures email open rates and clicks, and then the behavior is aligned with site visits or follow-up outreach. This strategy turns occasional touchpoints into consistent momentum, critical for long-cycle sales in professional services.

🎧 Why You Should Listen Now

This episode is packed with strategic clarity and tactical insight for anyone selling invisible services. Whether you’re a fractional executive, consultant, or marketing-savvy sales leader, you’ll leave with a more innovative approach to messaging, a stronger understanding of sales and marketing alignment, and actionable ways to drive revenue generation with business acumen. Tune in now and rethink how you build trust and momentum in your professional services pipeline.

Understanding Your Customers: The Role of Buyer Personas and Quarterly Business Reviews

Understanding Your Customers: The Role of Buyer Personas and Quarterly Business Reviews

By Sean O'Shaughnessey

Want to know the real secret behind successful sales? It’s not just about knowing what your customers need. The true power lies in understanding who they are at their core.

Have you ever wondered why some sales professionals consistently outperform their peers? The answer often comes down to their mastery of buyer personas and detailed profiles that capture the essence of your ideal customers.

Think of buyer personas as your secret weapon in the sales battlefield. These aren’t just random customer profiles thrown together in a rushed afternoon meeting. They represent carefully crafted composites of your most valuable clients, built from real-world data and insights. Your company might need several of these personas, each targeting different market segments with laser precision.

Creating effective buyer personas demands more than just surface-level observation. Start with a thorough analysis of your business landscape. Examine your strengths and weaknesses. Map out the opportunities that excite you and the threats that keep you up at night. This foundation helps you understand exactly where you fit in your customers’ world.

What makes your top customers tick? The answer lies in meaningful conversations with your best clients. These discussions should dig deep into both quantitative and qualitative factors. Demographics tell part of the story – age, position, education, family status. But the real gold comes from understanding their motivations. Why did they choose you? What problems do you solve that keep them coming back?

Read the rest of the article…
Two Tall Guys Talking Sales – The Motivation Formula: Achieving Big Wins in Sales – E116

Two Tall Guys Talking Sales – The Motivation Formula: Achieving Big Wins in Sales – E116

By Sean O'Shaughnessey

In this compelling episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey dive deep into the heart of sales motivation and goal setting. They share relatable stories, actionable insights, and practical strategies for salespeople and sales leaders. Using a vivid sports analogy, Sean sets the tone for an episode packed with strategies to stay driven—even when the path isn’t clear. Whether you’re grappling with setting goals or maximizing your commission potential, this episode is a goldmine for actionable advice and personal growth.

Key Topics Discussed

  • The Athlete Analogy: Personal Motivation Meets Team Success (0:00)
    Sean parallels a high school sprinter’s rigorous training and the dedication needed to succeed in sales.
  • The Importance of Personal “Why” in Sales Motivation (6:00)
    Kevin and Sean explore how individual motivations—whether financial goals, family obligations, or personal growth—shape sales performance.
  • Breaking Down Your Sales Math to Achieve Success (10:00)
    Kevin explains how to reverse-engineer your earnings goal, calculate deal requirements, and align your activities with desired outcomes.
  • Creating Personal Rewards for Milestone Achievements (9:00)
    Sean shares a story about a salesperson’s unique approach to celebrating significant deals and how small rewards can drive consistent motivation.
  • The Art of Setting Goals When None Are Provided (3:30)
    Kevin and Sean discuss practical steps for creating your own sales targets when your organization hasn’t assigned any.

Key Quotes

  • Sean O’Shaughnessey (2:00):
    “What motivates you as a salesperson to do incredibly well? What are you doing to achieve your goals, and because you achieve your goals, maybe you’re inspiring someone else on your team to do the same.”
  • Kevin Lawson (4:29):
    “If you’re not given a goal, do the math that gets you to success. It starts with understanding your economic driver and building a plan from there.”
  • Sean O’Shaughnessey (9:20):
    “Choose something unique to reward yourself when something good happens. It’s a motivator for the day and can become the beginning of your career motivation.”

A Significant Actionable Item from this Podcast
Reverse-engineer your sales goals for 2024. Start by defining your desired income, break it down into weekly targets, and calculate how many deals you need to close. Then, analyze your closing rates to determine how many leads and opportunities you need to generate. Finally, track your progress weekly and adjust your strategy to stay on course.

Summary Paragraph
This episode of Two Tall Guys Talking Sales delivers powerful insights into staying motivated and setting actionable sales goals. Sean and Kevin expertly weave relatable analogies with proven strategies to help you master the art of self-motivation and goal achievement. Whether you’re working towards a personal milestone or aiming to inspire your team, this episode provides the tools to elevate your performance. Tune in and take control of your sales journey today!

Two Tall Guys Talking Sales – Uniting Sales and Marketing: A Masterclass with Chris Spanier – E76

Two Tall Guys Talking Sales – Uniting Sales and Marketing: A Masterclass with Chris Spanier – E76

By Sean O'Shaughnessey

In this enlightening episode of “Two Tall Guys Talking Sales,” hosts Kevin Lawson and Sean O’Shaughnessey welcome Chris Spanier, a marketing maven with deep expertise in fostering collaboration between sales and marketing teams. Chris shares his insights on building synergy around B2B sales cycles and how to effectively align sales and marketing efforts for maximum impact. Join us as we delve into the dynamics of this crucial partnership and uncover strategies for achieving mutual success.

Key Topics Discussed

  1. Bridging the Gap Between Sales and Marketing: Chris emphasizes the importance of sales and marketing teams working in harmony, rather than at odds, to capitalize on every opportunity.
  2. The Power of Collaboration: Insights into how open communication and shared goals can transform sales and marketing teams into formidable allies.
  3. Storytelling as a Sales and Marketing Tool: The discussion highlights how compelling narratives can engage prospects and reflect their needs, ultimately driving success.
  4. Feedback Loops and Iterative Improvement: Chris advocates for continuous dialogue between sales and marketing to refine strategies and better serve customers.
  5. The Role of Leadership in Fostering Unity: Exploring how leadership can motivate sales and marketing teams to work together through shared incentives and aligned objectives.

Key Quotes

Chris Spanier:

“It’s just so powerful when you have sales and marketing coming alongside together and working together. It’s just great.”

Sean O’Shaughnessey:

“Marketing and sales are partners. One is not the customer of the other; they’re partners in this journey of customer acquisition.”

Kevin Lawson:

“Can you dig in, get a handhold on how storytelling has a major role in how we go to market, whether you have an internal or external [marketing department]?”

Additional Resources

  • The Story Brand by Donald Miller: Recommended reading for understanding the impact of storytelling in marketing and sales. – https://a.co/d/j7bFMOx
  • Simon Sinek’s “Find Your Why”: A guide to discovering the purpose that drives you and your business. – https://a.co/d/8vJWo7O

Summary

This episode of “Two Tall Guys Talking Sales” is a must-listen for anyone involved in the intricate dance between sales and marketing. Chris Spanier sheds light on the significance of unity and collaboration for achieving common business goals. Through a blend of personal anecdotes and actionable advice, Chris, Kevin, and Sean explore how storytelling, shared objectives, and regular feedback can transform the relationship between sales and marketing into a dynamic partnership. Whether you’re a sales manager, marketing director, or CEO, this conversation offers valuable insights on aligning your teams for success.

Tune in to discover how you can leverage the combined strengths of your sales and marketing teams to drive growth and create meaningful customer relationships. Download this episode now and start building a more cohesive, effective approach to your business strategy.

Two Tall Guys Talking Sales – From Stories to Sales: Leveraging Narrative Power with Jeff Clair – E75

Two Tall Guys Talking Sales – From Stories to Sales: Leveraging Narrative Power with Jeff Clair – E75

By Sean O'Shaughnessey

Join hosts Kevin Lawson and Sean O’Shaughnessey on “Two Tall Guys Talking Sales” for a captivating conversation with special guest Jeff Clair, a fractional VP of sales and the brain behind ClairVoyant Consulting LLC. In this episode, Jeff shares his invaluable insights on the power of storytelling in sales, offering practical tips for salespeople to engage and connect with their prospects effectively. Whether you’re a seasoned sales professional or new to the field, this discussion is packed with advice to elevate your sales approach through compelling storytelling.

Key Topics Discussed

  1. The Art of Storytelling in Sales: Jeff emphasizes the importance of storytelling as a memorable and impactful way to communicate with prospects.
  2. Remembering and Crafting Stories: Insights into how salespeople can remember and craft stories that resonate with their audience, making the prospect the story’s hero.
  3. The Role of Salespeople as Guides: Drawing parallels from popular movies, Jeff illustrates how salespeople should position themselves as guides in their storytelling, akin to characters like Yoda in “Star Wars.”
  4. Practicing Storytelling: The significance of practicing storytelling within sales teams, including role-playing exercises to refine this skill.
  5. Connecting Stories to the Buyer’s Journey: Jeff connects the dots on how storytelling fits into the buyer’s journey, providing a framework for new and seasoned sales professionals to enhance their sales strategies.
  6. Role-Playing and Feedback: An exploration of effective training techniques, including role-playing, to help salespeople become more engaging and confident storytellers.

Key Quotes

Jeff Clair:

“People tend not to remember the facts, but they remember stories…great storytellers infuse different senses, which is really great.”

Kevin Lawson:

“Practice makes easy. Not practice makes perfect…there’s always room for improvement.”

Sean O’Shaughnessey:

“Practice allows you to figure out how to do it better…those people in small organizations tend not to practice enough.”

Additional Resources

  • The Story Brand by Donald Miller: Recommended reading for salespeople and marketing professionals to master the art of storytelling in business.

Summary

This insightful episode of “Two Tall Guys Talking Sales” dives deep into the transformative role of storytelling in the sales process. With his rich experience in sales leadership, Jeff Clair shares why stories captivate, how to craft them effectively, and the importance of salespeople seeing themselves as guides for their prospects. Through role-playing and practice, Jeff underscores the significance of confidence and personalization in storytelling, ensuring that each story resonates deeply with the intended audience. This discussion is a must-listen for anyone looking to harness the power of storytelling to not just sell but to connect and inspire action.

Elevate your sales game with the art of storytelling. Download this episode now and transform how you engage with your prospects.