Sales doesn't happen by magic. It happens through deliberately architected workflows.

Jon sits down with John Seiffer, author of Output Thinking, who walks through his framework for sales process engineering for small businesses. He breaks down what most companies treat as a black box into discrete, measurable steps: research, marketing, selling conversations, proposals, fulfillment, and account management.

Well-designed workflows are not an emergent phenomenon.

Just as Henry Ford wouldn't have succeeded by putting talented mechanics in a room and saying "go make cars," modern companies can't rely on generalist salespeople to handle everything from cold outreach to proposal writing to customer success.

This specialization enables technical sophistication that generalists can't match.

In some industries, however, the marketing function (getting the decision-maker on the phone) is more valuable than the sales function (running the actual call). A franchise sale is harder to schedule than to close. This challenges traditional compensation structures where salespeople are the rainmakers.

Finally, Jon and John touch on modern signal-based prospecting (ServiceTitan users, specific LinkedIn group members, mom Facebook group commenters) and how AI enables systematic hunting for situational signals that matter more than demographics.

KEY TOPICS

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