Two Tall Guys Talking Sales

Welcome to another insightful episode of "Two Tall Guys Talking Sales" with hosts Kevin Lawson and Sean O'Shaughnessey. In this episode, we delve into the nuances of building a robust sales pipeline, focusing on creating a team of buyers rather than sellers. This discussion is crucial for sales leaders, managers, and salespeople across various industries, whether involved in enterprise sales, repetitive sales, consumable sales, or professional services.

Key Topics Discussed:

1. Building Multi-Threaded Relationships: The importance of establishing connections with multiple decision-makers and influencers in the client's organization.
2. Strategies for New Salespeople: Tactics for entering new territories and identifying potential clients.
3. The Role of Sales Leaders: How sales managers can support their team in expanding their client base and building a more robust sales pipeline.
4. Understanding the Buying Committee: Navigating through the dynamics of group decision-making in sales.
5. Effective Pipeline Management: Strategies for maintaining and enriching the sales pipeline throughout the year.
6. The Power of Referrals and Trust: Leveraging trust and referrals to enhance sales effectiveness.

Key Quotes:

• Kevin: "It's not about how complex our questions need to be to get crazy insightful answers... it's really about doing the simple things well."
• Sean: "Don't just focus on the VP or director... remember that every influencer in the organization will sway that top person."

Additional Resources:

• RACI - https://www.forbes.com/advisor/business/raci-chart/
• MEDDPICCC sales methodology for identifying key decision-makers and influencers - http://newsales.expert/2023/10/unlocking-sales-potential-with-meddpiccc-a-comprehensive-guide/
• The concept of the Power Matrix in sales - https://www.thetrapper.com/2021/11/18/welcome-to-the-power-matrix/

Summary: In this episode, Kevin and Sean provide valuable insights into building a successful sales pipeline, emphasizing the importance of multi-threaded relationships and understanding the dynamics of the buying committee. They offer practical strategies for new and experienced sales professionals and guidance for sales leaders on supporting their teams. This episode is a must-listen for anyone looking to enhance their sales process and achieve better results in their sales endeavors. Join us next week for more on building quality relationships and effective pipeline management in sales.

You can reach out to Sean at New Sales Expert, LLC & Sales Xceleration - [email protected] - https://www.linkedin.com/in/soshaughnessey/

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

Welcome to another insightful episode of "Two Tall Guys Talking Sales," where hosts Kevin Lawson and Sean O'Shaughnessey delve into the challenges and strategies of breaking into new territories, especially in consumable sales. This episode is a treasure trove of wisdom for salespeople and leaders navigating the competitive landscape of selling products that are regularly consumed by customers. Whether you're a seasoned sales professional or just starting in a new territory, this episode offers valuable insights into crafting successful sales strategies.

Key Topics Discussed:

1. Strategies for New Salespeople in Established Territories: Understanding how to enter and grow in a territory with established competition.
2. Importance of Being a Trusted Advisor: The role of salespeople in becoming integral to their customers' operations and decision-making processes.
3. Selling Beyond the Product: Emphasizing the value of the salesperson and the company in addition to the product itself.
4. Differentiating in a Competitive Market: How to stand out when selling products that are similar to what competitors offer.
5. Leveraging Non-Traditional ICPs (Ideal Client Profiles): Finding success by targeting non-traditional clients who may only purchase specific items from the sales line.
6. Building and Sustaining Customer Relationships: Strategies for maintaining long-term customer relationships in consumable sales.

Key Quotes:

• Kevin: "You've got to give somebody enough reason to give us a try. Whether you've gone through Sandler, that 'give us a try' is a strategy or it's a pricing strategy, product strategy, and where you play in the market."
• Sean: "You need to get that prospect, that company that isn't buying from you today, to buy something from you. You need to start to develop that relationship. You earn the right to sell more to them."

Additional Resources:

• Book: "Challenger Sale" – Recommended by Sean for understanding how to challenge and drive customer businesses - https://a.co/d/hOtMIGp.
• Sandler Training – Mentioned by Kevin as a resource for sales strategies - https://www.sandler.com/.

Summary: In this episode, Kevin and Sean provide a comprehensive guide on effectively breaking into new territories, especially in industries where products are consumed regularly. They emphasize the importance of being more than just a salesperson; being a trusted advisor and an integral part of the customer's business. The discussion covers strategies for differentiating in a competitive market, leveraging non-traditional client profiles, and building sustainable customer relationships. This episode is a must-listen for sales professionals looking to expand their reach and deepen their impact in new territories. Join us next week for more insights on "Two Tall Guys Talking Sales."

Welcome to another insightful episode of "Two Tall Guys Talking Sales," where hosts, Kevin Lawson and Sean O'Shaughnessey, delve into the often-overlooked realm of consumable sales. In this episode, they explore strategies for making that initial sale and ensuring repeat business in a competitive market. Whether you're selling paper, steel, lubricants, or any consumable product, this episode is packed with valuable insights for sales professionals at all levels.

Key Topics Discussed:

1. The Importance of Being a Trusted Advisor: Understanding the significance of building solid customer advisory relationships in consumable sales.
2. Selling Beyond the Product: How to add value and differentiate yourself when selling widely available products that are similar across competitors.
3. Strategies for New Territory Development: Tips for sales leaders and salespeople on effectively breaking into and growing new sales territories.
4. Crafting a Unique Selling Proposition (USP): The necessity of developing a compelling USP, even for distributors of similar products.
5. Role of Sales Managers and CEOs: The importance of leadership in providing tools and processes to support the sales team in delivering value.
6. Maintaining Customer Satisfaction: Strategies for keeping customers engaged and ensuring repeat business in a competitive environment.

Key Quotes:

• Sean: "The value you bring is you. The value you bring is your ability to understand the prospect, your ability to guide the prospect."
• Kevin: "Figure out for yourself what makes the most value for your customers. When they say, 'thank you,' what do they say thank you for?"

Additional Resources:

• Book: "Challenger Sale" – Recommended for understanding the concept of challenging and driving customer business - https://a.co/d/cIUwphe.
• Book: "Eliminate Your Competition" by Sean O'Shaughnessey https://a.co/d/4qCVNEP.

Summary:

In this episode, Kevin and Sean provide a deep dive into the world of consumable sales, emphasizing the importance of being more than just a salesperson – being a trusted advisor. They discuss the necessity of understanding your product and your customer, crafting a unique selling proposition, and the critical role of sales managers and CEOs in empowering their teams. Whether you're a seasoned sales professional or just starting, this episode offers practical advice and strategies to excel in the competitive market of consumable sales. Tune in to "Two Tall Guys Talking Sales" for these and more invaluable sales insights.

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

You can reach out to Sean at New Sales Expert, LLC & Sales Xceleration - [email protected] - https://www.linkedin.com/in/soshaughnessey/

Welcome to another insightful episode of Two Tall Guys Talking Sales, hosted by Kevin Lawson and Sean O'Shaughnessey. In this episode, the duo delves into the often overlooked but crucial sales aspect - selling consumable products. They explore strategies and insights for salespeople who deal with regularly consumed and repurchased products, such as manufacturing supplies, paper products, and even everyday items like toilet paper.

Key Topics Discussed:

1. The Unique Challenges of Selling Consumable Products: Understanding the dynamics of selling products that are regularly used up and repurchased.
2. Strategic Sales Approaches: How to effectively sell consumable products in competitive markets.
3. The Importance of Value Proposition: Emphasizing the significance of a unique selling proposition (USP) in consumable product sales.
4. Salesperson's Role in Consumable Sales: The critical impact of the salesperson's understanding of the customer's business and needs.
5. Territory Management and Growth Strategies: Effective methods for expanding sales territories and managing customer accounts.
6. Cross-Selling and Team Collaboration: Leveraging the strengths of a sales team through cross-pollination of skills and coaching.

Key Quotes:

• Sean: "In the environment we're talking about here, where it's a consumable product... the quality of the salesperson comes to play in a big way."
• Kevin: "You need to know where and how you compete. It's as simple as that. Who do I call on? How do I compete? Is it price? Is it value?"

Additional Resources:

• Sean O'Shaughnessey's book "Eliminate Your Competition" for more in-depth sales strategies - https://amzn.to/2K37ugx

Summary: In this episode, Kevin and Sean provide valuable insights into the world of selling consumable products. They emphasize the importance of understanding the unique challenges of this market, including the need for a strong value proposition and the crucial role of the salesperson in understanding and meeting customer needs. The discussion also covers effective territory management and the benefits of leveraging team strengths for cross-selling. This episode is a must-listen for sales professionals looking to excel in the consumable products market and for those seeking to enhance their sales strategies in competitive environments.

You can reach out to Sean at New Sales Expert, LLC & Sales Xceleration - [email protected] - https://www.linkedin.com/in/soshaughnessey/

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

Listen to this episode of Two Tall Guys Talking Sales to gain valuable insights and strategies for excelling in the consumable products market, and to learn how to effectively grow your sales territory and manage customer relationships.

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 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 how to approach 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.

You can reach out to Sean at New Sales Expert, LLC & Sales Xceleration - [email protected] - https://www.linkedin.com/in/soshaughnessey/

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

Welcome to a special holiday edition of "Two Tall Guys Talking Sales," where hosts Kevin Lawson and Sean O'Shaughnessey share a heartwarming and reflective episode. As we wind down the year, Kevin and Sean take a moment to step back from the hustle of sales strategies and focus on the essence of the holiday season, sharing personal anecdotes and extending warm wishes to their listeners.

Key Topics Discussed:

1. Holiday Reflections: Sean reminisces about a memorable holiday season experience that involved closing a deal in a unique and personal setting.
2. Work-Life Balance: The importance of taking time during the holidays to relax and spend quality time with family and loved ones.
3. Community Involvement: Kevin highlights the significance of giving back to the community and shares insights into their volunteer work.
4. Building a Supportive Community: The hosts discuss their plans to continue developing their podcast and CEO workshop series in the coming year, emphasizing the value of free resources and support for the sales community.
5. The Spirit of Giving: A reminder to consider how we can contribute positively to others' lives, especially during the holiday season.

Key Quotes:

• Sean: "Just have a good time with your family right now."
• Kevin: "In this season of giving, think about how you can give to others. Happy holidays."

Summary: In this heartwarming episode of "Two Tall Guys Talking Sales," Kevin and Sean step away from their usual sales-focused discussions to embrace the holiday spirit. They share personal stories, emphasize the importance of family time, and encourage listeners to engage in community service. This episode is a gentle reminder of the joy and fulfillment that comes from giving back and spending time with loved ones. Tune in for a dose of holiday cheer and inspiration to carry into the new year.

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

You can reach out to Sean at New Sales Expert, LLC & Sales Xceleration - [email protected] - https://www.linkedin.com/in/soshaughnessey/

Welcome to another insightful episode of "Two Tall Guys Talking Sales," where hosts Kevin Lawson and Sean O'Shaughnessey dive deep into the crucial topic of building a new pipeline for business growth. In this episode, Kevin shares his expertise on net new pipeline growth, offering valuable strategies for sales leaders and teams to enhance their sales processes and achieve success.

Key Topics Discussed:

1. Net New Pipeline Growth: Kevin emphasizes the importance of building a net new pipeline, focusing on strategic and tactical levels to drive sales success.
2. Activities That Matter: The discussion highlights the significance of consistent, purposeful activities that contribute to sales success, moving beyond quotas to meaningful engagement.
3. Sales and Marketing Synergy: Kevin stresses the need for sales and marketing to work harmoniously, focusing on acquiring and retaining customers through collaborative efforts.
4. Role of Sales Leaders: The episode delves into the responsibilities of sales leaders in ensuring their teams focus on the right activities and engage with the right prospects.
5. Importance of Sales Process and CRM: Kevin discusses how a well-structured sales process and effective CRM usage are crucial for managing and converting leads effectively.
6. Personal and Professional Brand Building: The conversation touches upon the importance of salespeople growing their network and brand to attract the ideal client profiles.

Key Quotes:

• Kevin: "Activities do matter... It's about doing the things consistently over time that we know return success."
• Kevin: "Sales and marketing should be complimentary, not adversarial... Our whole goal is to acquire and retain customers."
• Kevin: "As salespeople, we have a responsibility to be intentional... about creating enough relevant content via activity to get in front of the right people."

Additional Resources:

• Sales methodologies like MEDDPICCC, SOAR, and BANT.

Summary Paragraph: In this episode of "Two Tall Guys Talking Sales," Kevin Lawson discusses the critical aspect of building a new pipeline for business growth. He provides a comprehensive overview of the strategies and activities necessary for sales success, emphasizing the synergy between sales and marketing, the role of sales leaders, and the importance of a well-structured sales process. This episode is a treasure trove of insights for sales professionals looking to enhance their approach to sales and achieve their goals in the coming year. Don't miss this opportunity to learn from the experts and elevate your sales game.

You can reach out to Sean at New Sales Expert, LLC & Sales Xceleration - [email protected] - https://www.linkedin.com/in/soshaughnessey/

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

Welcome to another insightful episode of "Two Tall Guys Talking Sales," where hosts Kevin Lawson and Sean O'Shaughnessey engage in a compelling conversation with Paul Fuller, the Chief Revenue Officer of Membrain. In this episode, they delve into the challenges and strategies of leading a sales team, especially as we approach the new year with fresh goals and targets.

Key Topics Discussed:

1. The Role of a Chief Revenue Officer: Paul Fuller shares his experiences and responsibilities in driving sales and revenue growth.
2. Motivating Sales Teams for the New Year: Strategies to inspire and prepare sales teams for achieving new goals as the fiscal year resets.
3. The Importance of Sales Methodology and CRM Tools: Discussion on how effective sales methodologies and CRM tools can enhance sales performance.
4. Setting Realistic Sales Goals: Balancing company needs with individual salesperson goals for optimal performance.
5. The Art and Science of Sales: Exploring the blend of methodical processes and creative problem-solving in sales.

Key Quotes:

• Paul Fuller: "Our why is to elevate the sales profession. It's about empowering ourselves, our partners, and the companies we work with."
• Kevin Lawson: "Good management is always good management, whether you're doing it with high technology influence or low technology influence."
• Sean O'Shaughnessey: "How do you find that importance in what you sell and in your life, especially when it's not as inherently exciting as some products?"

Additional Resources:

• "Baseline Selling" - https://www.amazon.com/Baseline-Selling-Superstar-Already-Baseball/dp/1420895672/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=1702133791&sr=8-1
• "Changing the Game" - https://www.amazon.com/Changing-Game-New-Way-Sell/dp/0671671359/ref=sr_1_1?crid=2UFXI3VVT0XKK&keywords=changing+the+game+larry+wilson&qid=1702133745&sprefix=Changing+the+game+by+larry%2Caps%2C103&sr=8-1
• "The Jolt Effect" - https://www.amazon.com/JOLT-Effect-Performers-Overcome-Indecision-ebook/dp/B09NX3G2WX/ref=sr_1_1?crid=N0IT45T8Q8SP&keywords=%22The+Jolt+Effect%22&qid=1701642144&sprefix=the+jolt+effect+%2Caps%2C118&sr=8-1
• Membrain CRM: A sales optimization platform mentioned by Paul Fuller - https://www.membrain.com/.

Summary Paragraph: This episode of "Two Tall Guys Talking Sales" is a must-listen for sales professionals seeking to start the new year on a strong note. With Paul Fuller's insights on effective sales leadership, the importance of CRM tools, and the art of sales, listeners are equipped with valuable strategies to elevate their sales game. Whether you're a seasoned sales leader or new to the field, this episode offers practical advice and motivation to achieve your sales goals in the upcoming year.

You can reach out to Paul Full of Membrain at https://www.linkedin.com/in/psfuller/.

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

You can reach out to Sean at New Sales Expert, LLC & Sales Xceleration - [email protected] - https://www.linkedin.com/in/soshaughnessey/

Welcome to another engaging episode of "Two Tall Guys Talking Sales," where hosts Kevin Lawson and Sean O'Shaughnessey are joined by a special guest, Paul Fuller, the Chief Revenue Officer at Membrain. In this episode, they dive deep into the world of CRM systems, discussing how salespeople can be more productive and the evolving role of technology in sales. Get ready for an insightful conversation that challenges conventional CRM perspectives and offers fresh strategies for sales success.

Key Topics Discussed:

1. Redefining CRM Systems: Exploring the shift from traditional CRM to sales optimization platforms and how this impacts sales productivity.
2. Sales Methodology Integration: The importance of embedding sales methodologies within CRM systems for effective sales processes.
3. Empowering Salespeople: How CRM should facilitate sales activities, asking the right questions at the right time to guide sales professionals.
4. Complexity in B2B Sales: Addressing the increasing complexity and committee-based decision-making in B2B sales through effective CRM tools.
5. Balancing Technology and Relationships: The role of technology in sales and the importance of focusing on relationships over automation.

Key Quotes:

• Paul Fuller: "If every minute spent in this platform by a salesperson is not effectively helping them sell, then we're doing something wrong."
• Kevin Lawson: "CRM has taken on a whole new life here, but I'm really curious about your opinion. How does sales excellence evolve with a good CRM tool?"
• Sean O'Shaughnessey: "There's a lot of companies out there that now have more conference room buying or committee buying, and you've got to cover all of these people."

Additional Resources:

• "The Jolt Effect" - A book recommended by Paul Fuller, discussing the fear of messing up in decision-making - https://www.amazon.com/JOLT-Effect-Performers-Overcome-Indecision-ebook/dp/B09NX3G2WX/ref=sr_1_1?crid=N0IT45T8Q8SP&keywords=%22The+Jolt+Effect%22&qid=1701642144&sprefix=the+jolt+effect+%2Caps%2C118&sr=8-1
• "Changing the Game" by Larry Wilson - A book mentioned by Paul Fuller, focusing on buyer roles and decision-making processes - https://www.amazon.com/Changing-Game-New-Way-Sell/dp/0671671359/ref=sr_1_1?crid=136WAUDMJHM9C&keywords=%22Changing+the+Game%22+by+Larry+Wilson&qid=1701642108&sprefix=changing+the+game+by+larry+wilson%2Caps%2C117&sr=8-1
• Membrain - The sales optimization platform discussed in the episode - https://www.membrain.com/

Summary Paragraph: In this episode of "Two Tall Guys Talking Sales," hosts Kevin and Sean, along with guest Paul Fuller, delve into transforming CRM systems into tools that genuinely enhance sales productivity. They discuss the integration of sales methodologies into CRM platforms, the challenges of complex B2B sales, and the crucial balance between leveraging technology and nurturing relationships in sales. This conversation is a must-listen for sales professionals seeking to optimize their CRM usage and enhance their sales strategies. Tune in for more insights, and join us again next week for another enlightening discussion with Paul Fuller.

You can reach out to Paul Full of Membrain at https://www.linkedin.com/in/psfuller/.

You can reach out to Sean at New Sales Expert, LLC & Sales Xceleration - [email protected] - https://www.linkedin.com/in/soshaughnessey/

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

Sales Strategy Isn't Just About Hitting Numbers: It's Your Operational Backbone for Success A well-defined sales strategy is indispensable for long-term business success. Importance of Market Segmentation Don't fall into the trap of a one-size-fits-all approach. Market segmentation is your tool to tailor unique strategies for distinct customer profiles, ensuring maximized reach and impact. Crafting a Unique Selling Proposition (USP) A compelling USP is your golden ticket in a saturated market. Your competitive edge makes your offer not just another option but the go-to solution for your target audience. Sales Process Flowchart: Consistency is Key A detailed sales process flowchart is the backbone of your sales execution. It provides a replicable structure and methodology, helping your team stay aligned and focused while enabling timely interventions to address bottlenecks. Balance Short-term Gains and Long-term Objectives Quick wins can boost morale but cannot derail your broader goals. CEOs must ensure alignment between immediate gains and long-term strategic objectives, further amplified when integrated with marketing initiatives. Culture of Continuous Learning Stagnation is your enemy. Cultivate a culture where past data serves as a scoreboard and a treasure trove of insights for future strategy adjustments. Regular Reviews for Adaptability The market won't wait for you to catch up. Periodic reviews and adjustments ensure your strategy is a living, breathing entity, agile enough to adapt to market conditions and competitive pressures. Remember, a well-defined, adaptable sales strategy is the key to corporate excellence. Take control and be the strategic architect of your company's success.

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

You can reach out to Sean at New Sales Expert, LLC & Sales Xceleration - [email protected] - https://www.linkedin.com/in/soshaughnessey/