strategic planning

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.

Two Tall Guys Talking Sales Podcast – Sales Mastery with Tom Daly: Transforming Newbies into Business Leaders – E80

By Sean O'Shaughnessey

Join hosts Kevin Lawson and Sean O’Shaughnessey on “Two Tall Guys Talking Sales” for another enriching episode, this time featuring the insightful Tom Daly from Focus Insights Group. Building on the momentum of our previous conversation in the last episode of Two Tall Guys Talking Sales, Tom delves deeper into the world of sales, sharing his expertise on nurturing new talent and guiding companies to refine their sales strategies for sustained success. Whether you’re a fledgling salesperson or a seasoned executive, Tom’s advice is bound to enlighten and inspire.

Key Topics Discussed

Transitioning from Pitch Person to Business Leader: Tom offers invaluable advice for new sales professionals on evolving from knowing just the features and benefits of their products to becoming strategic business advisors to their clients.
The Importance of a Structured Onboarding Program: Emphasizing the critical role of a meticulously planned onboarding process to ensure new salespeople are set up for success from day one.
Role of Sales Management in Nurturing New Talent: Discussion on how sales managers should not just be top sales producers but mentors who demonstrate, guide, and provide constructive feedback to their teams.
Building a Sales Strategy: Tom underlines the necessity for sales managers to have a clear, actionable sales strategy aligned with the company’s business plan to drive success.
Sales as a Business Management Function: Reinforcing the concept that effective sales management is synonymous with astute business management, focusing on strategic planning and execution.

Key Quotes

Tom Daley:

“You have to demonstrate. Then you have to do it. Then you have to have somebody try it, then you have to critique them and then you have to show them again and rinse and repeat.”

Sean O’Shaughnessey:

“I really try to teach my salespeople to think like a business person. It helps them a lot when they start to negotiate because now we can negotiate like a business person as opposed to a salesperson that wants a commission check.”

Kevin Lawson:

“Practice makes easy, not practice makes perfect. Practice makes easy because, man, I love your phrase. It’s an unnatural human behavior to start cold calling.”

Additional Resources

Sales Xceleration: Tom’s brand and passion, offering sales optimization services. – www.salesxceleration.com
Focus Insights Group, LLC: Learn more about Tom’s consultancy, which helps clients achieve their best sales year. – Focus Insights Group, LLC

Summary

This episode of “Two Tall Guys Talking Sales” with Tom Daly has been a deep dive into the art and science of building a successful sales career and managing a sales team effectively. Tom’s seasoned perspective sheds light on transitioning from being a pitch-focused salesperson to a strategic business advisor, offering actionable strategies for salespeople at every career stage. With a focus on the importance of structured onboarding, the critical role of sales management, and the development of a solid sales strategy, this conversation is a treasure trove for anyone looking to elevate their sales game.

If you’re a new salesperson looking to make your mark, a sales manager aiming to nurture your team, or a CEO striving for sales excellence, this episode is packed with wisdom you won’t want to miss. Download now and start transforming your sales approach today.

Two Tall Guys Talking Sales Podcast – Scoring Big in Sales: Lessons from March Madness – E79

By Sean O'Shaughnessey

In this sports-oriented episode of “Two Tall Guys Talking Sales,” hosts Kevin Lawson and Sean O’Shaughnessey dive into the fascinating parallels between March Madness NCAA basketball tournaments and sales strategies. Kevin and Sean take this opportunity to explore how the tournament’s structure and the season leading up to it offer valuable lessons for developing winning sales strategies.

Key Topics Discussed:

Preseason Preparation and Regular Season: The significance of constant improvement and team synergy throughout the sales season to refine strategies, similar to a basketball team’s journey to the NCAA tournament.
Tournament Strategy and Sales Planning: Drawing analogies from the NCAA’s regional competitions and seed rankings to sales approaches, market positioning, and competitive analysis.
Winning the Customer Relationship: Identifying the final sales deal as the ‘national championship game,’ focusing on strategic planning and execution to win customer trust and secure business.
Overcoming Adversity and Learning from Losses: The importance of analyzing lost sales opportunities (akin to unexpected tournament upsets) to understand and improve future sales tactics.
Sales Team Dynamics and Individual Growth: Encouraging personal development and adapting roles within the sales team for optimal performance, paralleled with a basketball team’s adjustment to injuries and game dynamics.

Key Quotes:

“The trophy in sales is the customer relationship.” – Kevin Lawson
“Only one team ends the season with a victory; similarly, in sales, there’s only one winner.” – Sean O’Shaughnessey
“It’s important to win through better execution of the plan… and hard work.” – Sean O’Shaughnessey
“We’ve got to figure out our place in the market… It’s the same progression in business.” – Kevin Lawson

Additional Resources:

MEDDPICCC for sales strategy and the importance of opportunity qualification – https://youtu.be/RBcGmyeBp1I?si=gaGL1CWYbEKxFbVr

Summary:

This episode is a masterclass for sales professionals and leaders looking to elevate their game by drawing inspiration from March Madness’s structure, strategy, and spirit. Kevin and Sean’s dialogue reminds us of the importance of preparation, strategy, resilience, and continuous learning in the quest to win in sales. As the NCAA tournament captivates basketball fans, let it also inspire sales teams to strive for excellence, adapt to challenges, and ultimately clinch their championship trophy: a successful and lasting customer relationship

Unleashing Your Sales Potential in the New Year: The CRM Game-Changer – Video 5 of the New Year Motivation Series

By Sean O'Shaughnessey

As the new year unfolds, the urgency to hit the ground running in sales is paramount. My mission is to guide you toward a robust sales strategy. The cornerstone of this strategy? Mastering your Customer Relationship Management (CRM) system.

The Critical Role of CRM in Sales Success

A CRM is more than just a tool; it’s the lifeline of your sales process. If you’re still on the fence about using a CRM or struggling with your existing system, it’s time for a change. A well-implemented CRM can revolutionize how you track, interact with, and close deals with your clients.

Practical CRM Usage: Beyond the Basics

Are you just logging in and updating records, or are you actively utilizing your CRM to set daily goals and time blocks? A proactive approach to your CRM involves strategic planning and analysis. Use it to identify trends, focus on high-potential clients, and set specific targets for customer interactions.

If your organization hasn’t adopted a CRM yet, don’t wait. Modern CRMs are affordable, with some even free, offering a significant return on investment. As a sales professional, taking charge of your client management through a personal CRM can set you apart and drive your success.

Understanding the full capabilities of a CRM takes time. For more detailed advice and strategies, reach out to me directly. I offer a wealth of resources on effective CRM utilization on my website and LinkedIn, tailored to enhance your sales performance.

Remember, a CRM isn’t just about managing contacts; it’s about maximizing your sales efficiency and effectiveness. Make this year the year you harness the full power of your CRM, and watch as your sales figures soar.

Happy selling, and here’s to a successful and prosperous year ahead!

Please check out my short video below for more helpful guidance on the importance of your CRM in growing sales.

Elevate Your Sales Game: Time Management Secrets for a Prosperous New Year – Video 4 of the New Year Motivation Series

By Sean O'Shaughnessey

As a fractional VP of Sales, I’ve witnessed many companies struggle not due to a lack of opportunities but because of inefficient time management. In a world where the potential market is vast, and the economy’s ebb and flow is a constant, the real game-changer is how you manage your time.

1. Prioritizing Revenue-Generating Activities

Prioritizing tasks is crucial based on their potential for immediate revenue generation. Ask yourself: What can I close today? Focusing on high-priority, revenue-generating activities is essential. This means deliberately carving out time in your schedule for these tasks.

2. Strategic Time Blocking

I advocate that many people should implement strategic time blocking. This involves reserving specific periods in your day exclusively for high-value activities. Whether it’s client meetings, follow-up calls, or strategic planning, these blocks of time should be non-negotiable and dedicated solely to tasks that directly contribute to your revenue goals.

3. Reducing Time on Non-Sales Activities

A common pitfall for many sales professionals is spending too much time on non-sales activities. The goal is to shift this balance. If you’re currently spending 20% of your time on sales, aim for 30% or 40%. This shift can significantly enhance your productivity and sales outcomes.

4. Setting Daily and Weekly Goals

Don’t just block time, but also set clear, achievable goals for client interactions. These goals should be tracked daily and weekly, ensuring you’re consistently progressing and adjusting your strategies as needed.

5. Accountability and Continuous Improvement

Regularly review how much time you’re spending on client interactions and sales activities. Strive for incremental improvements – even a 10% increase in dedicated sales time can lead to substantial growth in your business.

If you want to dive deeper into these strategies and transform your approach to sales this year, check out my latest video. It’s filled with insights and practical tips to help you make the most of your time and drive significant revenue growth.

Happy selling, and here’s to a prosperous year ahead!

King of Spades: Pre-Call Strategic Planning: Prepare in Advance to Present a United Front With Management During Sales Calls

By Sean O'Shaughnessey

Harmonizing Sales and Management: A Prelude to Success

The intricate dance of a joint sales call, where the sales team and top management come together, can be likened to a finely tuned orchestra. Each member plays a distinct part, but harmony is only achieved when everyone is attuned to the same melody. As such, aligning the sales strategy with the expectations of top management is not just beneficial—it’s essential. Dissonance here can lead to a muddled message, undercutting the credibility your team brings to the table. Pre-call discussions are vital, ensuring that the sales narrative is cohesive and that everyone is equipped to sing from the same hymn sheet.

A pivotal aspect of preparing for a joint sales call is delineating the roles and responsibilities of each participant. This orchestration involves deciding who will spearhead the conversation, manage specific inquiries, and at what juncture management should step in to underscore critical points or provide reassurance. Will management act as a deal closer, an influencer, or a validator? Clarifying these roles in advance prevents the awkwardness and missteps derailing a call. It’s about creating a seamless interaction where each participant knows their cue, ensuring the call progresses with the grace and precision of a well-rehearsed performance.

Setting the Stage: Defining Meeting Objectives

Identifying the objectives of the call is like setting the destination for a journey. It guides the direction of the conversation, providing a roadmap for all involved. These objectives could be as varied as addressing client-specific concerns, advancing the sales process, or finalizing a deal. By establishing these goals upfront, you ensure that the call doesn’t devolve into a meandering dialogue but remains a focused and purposeful exchange.

Preparing an agenda for the call is analogous to writing a script for a play. It outlines the act sequence, prioritizing key discussion points and time-management effectively. This agenda should not be rigid but adaptable, allowing room to navigate unforeseen queries or shifts in discussion. Sharing this agenda with the client beforehand exhibits professionalism and enables them to prepare, setting the stage for a more engaged and productive interaction.

Anticipating the Unexpected: Preparing for Objections

A well-prepared team is one that has anticipated potential objections and crafted compelling counterarguments. In a scenario where top management is involved, the stakes are heightened. An unconvincing response to an objection can squander the unique opportunity to leverage the authority and credibility of the management team. Thus, a thorough rehearsal of potential objections and responses is critical to ensuring that the team is ready to turn challenges into opportunities for persuasion.

In-depth knowledge of the client forms the bedrock of an effective sales strategy. Before the call, compile a comprehensive profile of the client, encompassing industry trends, historical interactions, and key decision-makers. This information equips both the sales team and management with valuable insights, enabling them to tailor their approach and contribute meaningfully to the conversation.

Actionable Strategy: The Power of a Shared Agenda

A shared agenda is the cornerstone of a successful joint sales call. It’s not just a checklist of topics but a strategic tool that aligns the team’s collective effort. Developing this agenda collaboratively ensures that it reflects the collective wisdom and insights of the group. Once finalized, circulating it among all participants solidifies understanding and buy-in, minimizing confusion and reinforcing the agreed-upon roles and strategies.

A joint sales call with management is a high-stakes, high-reward scenario. It requires meticulous planning, clear communication, and a shared vision. By harmonizing the strategies of the sales team with management expectations, defining clear roles, setting focused objectives, preparing a structured agenda, anticipating objections, and understanding the client in-depth, you set the stage for not just a successful call but a demonstration of your organization’s cohesion and competence. This level of preparation and coordination is what transforms average sales teams into exceptional ones, paving the way for sustained success and growth.

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

By Sean O'Shaughnessey

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.