Systematic Selling Podcast

Today's podcast episode is for you if you're experiencing these problems:

* You keep losing deals on price and don't know why.

* Your proposals aren't getting the conversion rate you want.

* You find yourself making reactive decisions about pricing and proposals.

Last year, I joined James Groves and Bill DeMent, owners of the Hole in the Wall Drywall Repair, on the Hole in the Wall Podcast.

We covered a wide range of topics, including my personal story, which I haven’t shared much before in the Systematic Selling Newsletter. And we really dug into a lot of the nuts and bolts of Systematic Selling, with practical sales advice you can apply immediately to your business.

So, I asked James and Bill for their permission to share this episode with you.

We talked about:

* How the right systems can transform chaotic sales processes into predictable results.

* The crucial difference between 'incumbent' and 'discretionary' businesses and how it affects your sales strategy.

* Strategic ways to use LinkedIn beyond just posting content, including an intentional and systematic approach to DMs and relationship-building.

* The importance of presenting budgets during Discovery rather than waiting for the Proposal stage.

* Why networking serves different purposes for different industries and how to use it effectively.

* A systematic approach to cold emails that focuses on helping rather than selling.

* How to establish long-term B2B relationships through strategic trust-building.

Here’s the episode with Bill and James!

Sean M. Lyden is the founder and CEO of Systematic Selling, a sales systems and coaching company for growth-minded SMB founders and owners looking to scale their sales (without the chaos).

Today's podcast episode is for you if you're experiencing these problems:

* You’re dealing with high sales turnover rates.

* You’ve hired reps who interview well but fail to deliver results.

* You don’t have a dependable process for vetting candidates thoroughly.

* You’re uncertain about how to train and develop your sales team, especially those without prior sales experience.

* You’re struggling to find the right balance between trusting your sales team and maintaining control over your business.

Episode 23: Julio Melara

Today, we have Julio Melara on the Systematic Selling Podcast.

Julio is the founder and CEO of Melara Enterprises and several other brands.

He’s the publisher of the Baton Rouge Business Report, a leading business news publication that serves the Greater Baton Rouge area in Louisiana, providing in-depth coverage of local business trends, economic development, entrepreneurship, and government policy affecting the business community.

Julio is the consummate salesman, and I’ve seen firsthand how he knows how to build a successful sales team.

So, without further adieu, let’s get ready for Episode 23 of the Systematic Selling Podcast👇

Key Takeaways

Early Career Lessons [00:01:30]

- Mother's wisdom: "Don't let anyone outwork you or outlearn you"

- Put himself through college while working 40-50 hours per week

- Began in sales during senior year, attending college in a suit daily

Sales Philosophy [00:11:30]

- "Serving is the gateway to success"

- Sales philosophy should align with life philosophy

- Focus on building long-term relationships over transactions

- Sales is "the highest paying hardest work and lowest paying easiest work"

Three Essential Mindsets [00:15:00]

- Growth mindset vs. fixed mindset

- Positive mindset vs. negative mindset

- Abundance mindset vs. lack mindset

Hiring Process - The Rule of Three [00:40:45]

- First Interview: Sales skills and experience assessment

- Second Interview: Sales presentation and technical evaluation

- Final Interview with CEO: Culture fit and character assessment

Cultural Values [00:52:24]

- Company Vision: "Excellence, innovation, and impact every day"

- Five Core Non-Negotiables:

- Integrity and honesty

- Commitment to excellence

- Giving back to the community

- Innovation

- People focus

Leadership Philosophy [01:08:23]

Four daily priorities as a leader:

- Lead with purpose

- Solve problems

- Serve people

- Bring the energy

Notable Quotes

"Money is the goal, but it's not our purpose." [00:46:14]

"What determines our success is what goes out of here - the quality of our service, the quality of our products, the quality of our relationships." [00:47:00]

"Fear and faith have two things in common: they both start with the letter F and they both believe in the future that hasn't happened." [01:02:31]

Practical Tips for Sales Leaders

Hiring Best Practices

- Maintain a "talent pool" of potential candidates

- Conduct thorough social media screening

- Prefer hiring people without previous sales experience to avoid bad habits

- Use a guarantee period (6-12 months) for new sales reps to remove financial pressure

Team Development

- Focus on serving customers rather than meeting quotas

- Invest in continuous training and development

- Build a culture that embraces change and innovation

- Create clear systems and processes for accountability

Common Mistakes to Avoid

- Rushing the hiring process

- Focusing solely on sales experience

- Neglecting cultural fit

- Leading from fear instead of faith

Today, we have Scott Janney on the pod.

Scott is the CEO and co-founder of Magazine Jukebox, a venture-backed startup in Norfolk, Va., that has built an online entertainment platform—think digital magazines, games, and trivia—that enhances the customer experience wherever there are waiting areas, like healthcare facilities, hair salons, and automotive service centers.

Scott is a 10th-grade dropout turned successful entrepreneur. And today, Scott and I talk about his go-to-market strategy with Magazine Jukebox, his approach to sales, and his experiences building a sales team.

His stories will entertain you—and fire you up 🔥

So, let's get ready for Episode 22 of the Systematic Selling Podcast 👇

Our Book is Now on Audible👇

Today’s episode is brought to you by our new book, Collaboration Effect on Profit: Overcoming Founder’s Syndrome to Achieve Sustainable Success—now available on Audible.

About the host:

Sean M. Lyden is the co-founder and CEO of Systematic Selling, a sales systems and coaching company for growth-minded SMB founders and owners looking to scale their sales (without the chaos).

Today, we have Amber Hamilton on the pod.

Amber is the co-founder and CEO at RedwoodRISE Ventures, a Virginia Beach-based advisory firm that empowers start-up founders to succeed by providing mentorship, guidance, and resources to help them navigate the challenges of scaling their businesses and transitioning into operational leadership roles.

She has extensive experience developing sales systems that help start-ups ramp up their sales teams as quickly and efficiently as possible. 

That’s why I’m excited to have Amber join us today—to dive deep into her sales philosophy and unpack some principles that you can apply in your own business and career.

So, without further adieu, get ready for Episode 21 of the Systematic Selling Podcast 👇

RedwoodRISE Venture's Amber Hamilton shares valuable go-to-market strategies and insights into building the sales "infrastructure" required for long-term success.

Subscribe: https://www.systematicselling.co/

Host: Sean Lyden, founder & CEO, Systematic Selling

Guest: Amber Hamilton, Co-founder and CEO at RedwoodRISE Ventures (https://www.redwoodrise.com/)

Show Notes:

[00:00:00] Introduction

Sean introduces Amber Hamilton, co-founder and CEO of RedwoodRISE Ventures, a Virginia Beach-based advisory firm empowering startup founders through mentorship, guidance, and resources.

[00:01:26] Amber's Background

Amber shares her journey from growing up in Baltimore to settling in Virginia Beach, discussing her education in Communication Studies and Leadership at Christopher Newport University.

[00:04:00] Early Career and Family Life

Amber talks about her initial career plans, including a brief stint in a faith-based organization and her experience as a stay-at-home mom before venturing into event planning and sales.

[00:05:34] Transition to Bridal Industry

Amber describes her entry into managing high-end bridal stores, highlighting her natural ability to see and implement efficient systems and processes.

[00:08:49]

Building a Successful Sales Team

Amber details her approach to hiring and retaining sales staff in the bridal industry, emphasizing the importance of culture, conflict resolution, and practical sales techniques.

[00:15:45] Hiring Strategy for Sales Representatives

Amber explains her criteria for hiring sales reps, including looking for people with service industry experience and the right personality traits for the job.

[00:23:52] Transition to Entrepreneurship

Amber recounts her journey from managing bridal stores to working for a startup, and eventually starting her own business.

[00:29:54] Founding RedwoodRISE Ventures

Amber shares the story of how she met her business partner, Sarah, and how they identified a gap in the startup support ecosystem, leading to the creation of RedwoodRISE Ventures.

[00:43:00] RedwoodRISE's Approach to Startup Success

Amber outlines their process for helping startups, including brand development, target market identification, pricing strategy, and sales operations.

[00:50:21] The Importance of Market Research

Amber stresses the critical role of thorough market research before building products or implementing marketing strategies.

[00:58:53] Overcoming Sales Reluctance

Amber provides practical advice for founders who are uncomfortable with making sales calls, including leveraging personal networks and shifting mindsets about sales.

[01:07:49] The Personal Challenges of Entrepreneurship

Amber discusses the emotional and psychological challenges founders face, emphasizing the importance of separating personal worth from professional outcomes.

[01:13:01] The Baseball Analogy for Sales

Amber shares a powerful metaphor from her sons about baseball being a "game of failure," drawing parallels to the persistence required in sales and entrepreneurship.

[01:15:07] Final Words of Encouragement

Amber concludes with an inspiring message for founders, encouraging them to keep going despite the challenges, emphasizing the importance of their voices and innovations in the world.

This episode offers a wealth of insights for founders and sales leaders, covering topics from building effective sales teams to overcoming personal challenges in entrepreneurship. Amber Hamilton's journey and expertise provide valuable lessons for anyone looking to improve their sales strategies and build successful startups.

Join my conversation with Henry Hayes, keynote speaker, founder of Disrupt Ready, and adjunct instructor at LSU, in his second appearance on the Systematic Selling Podcast. Henry shares the latest developments in AI and its impact on sales, emphasizing the urgency of adopting disruptive technologies. Learn about AI strategies, the importance of making mistakes to stay in the game, and how to leverage AI to enhance your sales process. Discover how AI is transforming mundane tasks, improving customer interactions, and providing strategic advantages. Don't miss valuable insights on future AI trends and practical applications in sales. Tune in and get ready to take notes!

Subscribe at SystematicSelling.co.

00:00 Introduction to Henry Hayes

01:11 The Urgency of Disruptive Technologies

02:15 AI Strategy and Making Mistakes

04:03 AI in Sales: Practical Examples

06:58 The Strategic Advantage of AI

17:24 Understanding AI, Machine Learning, and Deep Learning

30:18 Future AI Capabilities in Sales

35:34 Final Thoughts and Where to Find Henry Hayes.

Today, Cory Carlson joins us on the Systematic Selling Podcast.

Cory is an executive coach and keynote speaker. 

He’s the author of two books:

* Win at Home First: An Inspirational Guide to Work-Life Balance

* Rise and Go: How to Get Back Up with Courage & Move Forward with Confidence.

Cory is also the host of the popular “Win at Home Podcast.”

I asked Cory to join us because one of the biggest barriers to our success as founders and sales leaders is when we have a chaotic personal and family life

When things unravel at home, they tend to spill into your business—and impact your ability to sell. 

So, how can you more effectively manage the competing pressures for your attention? 

What systems can you design in your life and work to achieve an optimal balance? 

These are the types of questions Cory helps his executive clients work through—and what we’re going to be talking about today on Episode 19 of the Systematic Selling Podcast!

Key Takeaways:

1. The importance of work-life balance for business success [00:00:30]

A chaotic personal life can spill into business and impact sales ability.

2. Cory's background and career progression [00:02:41]

From civil engineering to sales to executive leadership.

3. The value of executive coaching [00:06:31]

How coaching changed Cory's perspective and leadership style.

4. Leading like a coach [00:07:28]

Asking about both work and home life with employees.

5. The importance of intentionality in personal relationships [00:47:48]

Setting KPIs for family time and date nights.

6. Navigating business challenges during COVID-19 [00:53:37]

Cory's experience launching full-time into coaching just before the pandemic.

7. The importance of communication with spouse and support network [00:58:35]

Building trust and open communication before crises hit.

8. Strategies for overcoming setbacks [01:07:34].

Developing a personal manifesto and positive affirmations.

9. The power of small, consistent improvements [01:13:33].

Implementing one positive change at a time.

Additional Resource:

Check out our new book, Collaboration Effect on Profit: Overcoming Founder’s Syndrome to Achieve Sustainable Success, here.

Today, Dan Goodman with Dan Goodman Employment Advisory joins us on the Systematic Selling Podcast.

I started following Dan on LinkedIn a couple of months ago because of his compelling, heart-wrenching stories about high-performing sales reps getting let go by employers who didn’t want to pay the enormous “windfall” commissions or bonuses. 

Dan helps those jilted sales reps navigate the shark-filled waters to reclaim the compensation they’ve earned and deserved. 

I invited Dan to join us to talk about the factors founders should consider for setting up sales rep compensation for success—for both the company and the rep. 

What are the keys to developing fair and effective sales compensation plans?

What are the compensation pitfalls to avoid?

Get ready to take notes as Dan and I discuss the importance of transparency, communication, and ethical practices in sales compensation on Episode 18 of the Systematic Selling podcast!

The Systematic Selling Newsletter is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Key Takeaways:

* Compensation Plan Design:

* Create tiered structures that incentivize desired behaviors

* Balance rewards for legacy products and strategic, high-growth offerings

* Consider uncapped plans to motivate top performers

* Run scenarios to anticipate potential outcomes.

* Trust and Transparency:

* Communicate openly about compensation plans and changes

* Avoid retroactive changes or delaying plan publication

* Honor agreements made with sales reps

* Provide access to data for commission verification.

* Legal and Ethical Considerations:

* Non-disparagement agreements in severance offers are no longer allowed (NLRB ruling, February 2023)

* Non-compete agreements are facing potential bans (FTC ruling, implementation pending)

* Be aware of laws surrounding variable compensation.

* Handling Economic Challenges:

* Involve sales reps in discussions about necessary changes

* Consider alternatives like equity grants to offset commission losses

* Leadership should make sacrifices alongside employees

* Provide options and the right of refusal to affected employees.

* Building a Positive Culture:

* Treat sales reps with respect and dignity

* Focus on long-term sustainability over short-term gains

* Recognize the value sales reps bring to the company's growth

* Avoid ego-driven decisions that undermine trust.

Additional Notes:

* The podcast emphasizes the importance of "impeccable trust" in sales relationships.

* Dan shares his journey from free consultations to a thriving advisory business.

* The discussion touches on the evolving landscape of employment law and worker rights.

* Sean and Dan stress the need for founders to take responsibility for company performance rather than scapegoating employees.

Contact Information:

* Website: dangoodmanea.com

* Email: [email protected]

* LinkedIn: https://www.linkedin.com/in/daniel-goodman2001/

The Bottom Line:

This episode is a must-listen for founders and sales leaders looking to create fair and motivating compensation plans while fostering a culture of trust and respect within their companies.

Additional Resource:

Check out our new book, Collaboration Effect on Profit: Overcoming Founder’s Syndrome to Achieve Sustainable Success, here.

Until next time!

Sean

“[Rejection] affects me in the moment because I'm competitive. And I have feelings just like everybody else has feelings. But I also look at it from this perspective a lot...they're not going to remember you five seconds after you call them. So why give them five minutes?"

~ Chris Jolly

Hello! I’m Sean Lyden, the host of the Systematic Selling Podcast, where we share strategies, trends, and best practices to help you scale your sales and build a business you love.

If you’re not already a FREE member of the Systematic Selling Newsletter, consider joining to receive each episode and article in your inbox👇

Today, Chris Jolly—a.k.a #TheFreightCoach—joins us on the pod.

He is the founder of a start-up and the builder of a burgeoning freight media empire. He’s also the host of Coffee w/ #TheFreightCoach Podcast.

But he talks about more than just freight. He breaks down sales, marketing, and entrepreneurship strategies—all of which apply to you and me on this podcast. 

So, get ready for this wide-ranging business-building conversation on Episode 17…of the Systematic Selling Podcast!

📝 Sean’s Notes: 6 Takeaways on Cold-Call Success

When it comes to cold calling, Chris advocates taking a low-pressure, consultative approach.

What does that look like?

✅ Make a memorable impression

✅ Gather information

✅ Schedule a follow-up

❌ Don’t be overly aggressive with the sales pitch right away.

Here are my six takeaways from our conversation:

1. Reframe your objective.

Frame the conversation as simply wanting the prospect to remember you, rather than an overt sales pitch.

"I don't go into any cold call or cold outreach with ‘What can I gain from this?’ I want it to be: I just want them to remember me. I want them to remember me because every day, it doesn't matter whether it's in freight or any industry, people get inundated with sales, emails, calls. I just want them to remember my name when they need me."

2. Sell the “next step,” not your product.

Ask for a little information from them and try to set a follow-up time, instead of pushing for the sale right away.

"So it's like my big value proposition right away is, ‘Hey, this is what we specialize in.’ If I'm local or if I'm in their area, I'll always ask, ‘Can I stop by and introduce myself in person?’ But for the most part, [my mentality is], ‘Hey, I'm just trying to extract a little bit of information from you. And find when is the best time so that I can follow up.’"

3. Stop pitching, start listening.

Take detailed notes from each call to reference on follow-ups, which shows you were listening.

“I take detailed notes. ‘I called you on April 23rd. You told me to call me back at this time. I'm calling you back at this time’...But if you don't take that effort and take detailed notes of your call, when you call back, you're going to sound just like another voice."

4. Push through rejection.

Maintain the perspective that rejection is just part of the process and not something to take personally.

“[Rejection] affects me in the moment because I'm competitive. And I have feelings just like everybody else has feelings. But I also look at it from this perspective a lot...they're not going to remember you five seconds after you call them. So why give them five minutes?"

5. Keep your head in the game.

Focus on the potential "yes" behind the next prospect, rather than dwelling on the "no's.”

"You're focusing on the fact that there could be a yes behind the next one. And that's really where you need to shift your perspective to."

6. Track your numbers.

Set incremental prospecting activity goals and stick to them daily/weekly, rather than getting discouraged.

"If you're making five cold calls a day...make sure you hit your numbers every single day. And then after two weeks, increase it to seven. And then after those two weeks, increase it to 10."

Additional Resource:

Check out our new book, Collaboration Effect on Profit: Overcoming Founder’s Syndrome to Achieve Sustainable Success, here.

Systematic Selling is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Until next time!

Gratefully,

Sean

This episode is for you if you’re…

* Struggling with scaling your business

* Feeling overwhelmed but scared of “letting go”

* Dealing with unexpected customer churn and employee turnover.

Systematic Selling is a listener-supported podcast. To receive new posts and support my work, consider becoming a free or paid subscriber.

Today, my long-time friends and clients, David Harper and Russ Clemmer, join me on the pod to talk about something really special to us—and hopefully to you. 

David is the founder and Chairman, and Russ is the CEO of Legacy Advisory Partners, an Atlanta-based financial services firm that helps business owners attract and retain their key leaders. 

We discuss a new book the three of us collaborated on, aptly titled “Collaboration Effect on Profit: Overcoming Founder’s Syndrome to Achieve Sustainable Success.”

Working on this book absolutely ruined me.

But in the best way possible.

That’s because I always saw myself as a solopreneur—a lone assassin. I would do my work, do my thing, not have to deal with employees, and go about my way.

But the concepts in this book expanded my vision of the possibilities.

It got me thinking…

Am I being the best steward of Lyden Communications and the Systematic Selling brand?

If I truly believe that I'm bringing significant value to clients, why would I limit that?

If I believe the Systematic Selling philosophy can transform other companies, why would I ever hold that back?

I have a moral imperative to reach as many people as I can.

This thinking began to clarify my vision and mission for building the Systematic Selling Academy, the newsletter, and this podcast.

Through collaboration—with our team, customers, partners, centers of influence, and advisors—we can achieve much greater things than we could ever conceive (let alone accomplish) on our own.

But Founder’s Syndrome stifles collaboration because—as we call it in the book— you’re “leading from the center of the circle.” You're in the center; everything revolves around you, and all decisions run through you. You become the chokepoint to growth.

Well…for 11 years since starting Lyden Communications LLC, I’ve been the chokepoint.

But as we completed the final edits in January, I came to terms with these words in my head gnawing at me since we started the project two years ago:

“Sean, if you want to make a greater impact. If you truly want to achieve your company's full potential—and allow your customers to taste their full potential as you serve them—then you must think bigger.

Much bigger.

Get outside of the center of that circle.

Build a team of talented leaders who share your vision and mission.

Face down your Fear and unleash the ‘Collaboration Effect.’”

⚠️ So, here’s my WARNING:

Don't listen to this episode or read the book if you're content with where you are.

But if you're ready to get wrecked...

Then, by all means, grab your copy of the book.

And then, get ready for this impactful conversation with David and Russ on Episode 16…of The Systematic Selling Podcast!

All the best,

Sean Lyden

P.S. This conversation originally aired on May 9, 2024, on Russ’ The 3 Wins Podcast, Episode 45. If you’d like a brief overview of the concepts discussed in the book, check out the episode’s show notes here.

P.S.S. If you’re interested, you can grab your copy of the book here 👇

Sean M. Lyden is the founder and CEO of Lyden Communications LLC, an Orlando, Florida-based sales training company that helps founders and sales leaders onboard and train their sales reps for success (and not just let them ‘sink or swim’). He is also a co-author of the book, “Collaboration Effect on Profit: Overcoming Founder’s Syndrome to Achieve Sustainable Success.”

Today, Carlos Caro joins us on the pod. 

Carlos is a former executive at Credit Karma and Capital One.

But in February…he launched his startup New Market Growth.

It’s an agency that helps lenders and credit card issuers acquire more customers through credit marketplaces like Credit Karma, Experian, and NerdWallet.

And…that’s why I invited Carlos to join us.

I wanted to hear from someone in the trenches who’s successfully finding and closing their first customers.

What’s Carlos’ go-to-market strategy?

The simple answer:

Posting content on LinkedIn consistently.

How’s he doing it?

Carlos breaks it down for us. He also talks about how his math background and being a semi-pro poker player have shaped his approach to entrepreneurship and sales.

So, get ready for this fascinating conversation on Episode 15…of the Systematic Selling Podcast!

📝 Sean’s Notes:

Carlos’ 7 Steps to Landing New Customers on LinkedIn

Based on our conversation, I would summarize Carlos’ LinkedIn progression in these seven steps:

Step 1: Start

Carlos started writing content every day on LinkedIn in March 2022. He wrote about lessons learned as an analyst, poker player, from his failed startup, etc., without necessarily having a focused area of content initially.

Step 2: Commit

By the end of the first year of consistently posting content, his network on LinkedIn doubled from around 2,500 to 5,000 connections.

Step 3: Focus

That’s when Carlos shifted his focus to write specifically about affiliate marketing strategies for lenders, which was his area of expertise from past corporate roles.

Step 4: Engage

Over time, people he didn't know started reaching out to him saying they enjoyed his posts on affiliate marketing and wanted to discuss further or get his advice.

Step 5: Connect

He would hop on calls with these inbound leads from LinkedIn and freely provide advice/tips. If they expressed interest in working together, he would share more about potentially hiring his agency.

Step 6: Share

His openness to share expertise freely via content allowed him to build trust and credibility with potential clients before ever pitching to them.

Step 7: Sell

By the time he quit his corporate job earlier this year to go full-time on his agency, he already had an inbound pipeline and a couple of paying clients from the leads generated via his LinkedIn content strategy.

The Bottom Line

Notice that “Sell” is the last step.

Too many founders and sales reps make the mistake of selling on LinkedIn way too soon in the process.

Instead…

Be patient. Build trust. Bring value.

When you do, “Step 7” will come naturally.

Additional Resource

Check out our new book, Collaboration Effect on Profit: Overcoming Founder’s Syndrome to Achieve Sustainable Success, here.

Subscribe to Systematic Selling

If you haven’t already done so, consider subscribing to the Systematic Selling Newsletter for free.👇

Systematic Selling is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

I teach you the Systematic Selling Framework the 10 systems every founder needs to hire, onboard, and train new sales reps for success.

You can also find the Systematic Selling Podcast on your favorite podcast app, whether it’s Apple, Spotify, or YouTube.

I’ll leave you with this: 

Always remember…When you fix your systems, you’ll fix your sales.

See you next time!

Sean

About the Host: Sean M. Lyden is the founder and CEO of Lyden Communications LLC, an Orlando, Florida-based sales training and media company for founders looking to systematize their sales and scale their business.