Two Tall Guys Talking Sales

This special episode of Two Tall Guys Talking Sales comes from a recent CEO Workshop put on by Sean O'Shaughnessey and Kevin Lawson. It was taken from a LinkedIn Live presentation that aired on September 29, 2023. You can listen to this episode or click over to the LinkedIn Live presentation at https://www.linkedin.com/events/ceoworkshop-understandyourclien7106962760084688896/ Are you a sales leader or CEO looking to supercharge your sales strategy? In this episode of "Two Tall Guys Talking Sales," hosts Kevin Lawson and Sean O'Shaughnessey delve deep into the art of understanding your client's business to sell more effectively. Sean, a seasoned sales expert, shares invaluable insights on transitioning from being just a vendor to becoming a trusted advisor. This episode is a treasure trove of actionable advice, real-world examples, and strategies that can be immediately implemented to elevate your sales game.

1. The Power Matrix: Learn how to identify and engage with key stakeholders in your client's organization, from decision-makers to influencers.

2. Consultative Selling: Discover the essence of becoming a trusted advisor rather than just a vendor and how this approach can significantly impact your sales.

3. Financial Acumen: Understand why knowing your client's financial position can give you a competitive edge and how to gather this information.

4. Interdepartmental Relationships: Sean discusses the importance of having touchpoints across various departments in your client's organization and how it can lead to a more tailored sales pitch.

5. Customer Journey Mapping: Learn how to map out the customer journey to gain a 360-degree understanding of your client's needs and motivations.

• "You elevate yourself from a vendor to a partner in the B2B sales arena."
• "Your proposition becomes not just a response to an RFP, but a comprehensive strategy of partnership."
• "This alignment leads to a consultative selling approach, one that evolves from being transactional to being deeply relational."

• Sean's book on sales strategies "Eliminate Your Competition" You may purchase "Eliminate Your Competition" from your favorite book retailer. The ebook version is available at the most popular retailers such as Apple, Amazon, Barnes & Noble. The paperback version is also widely available at such retailers as Amazon, Barnes & Noble, and Books A Million.
• The CEO workshop "Avoiding B2B Sales Mistakes That Are Limiting Revenue Growth" scheduled for Thursday, October 19, at 10:00 A.M. Eastern. Register at https://www.linkedin.com/events/7113890627339128832/comments/

Don't miss this enlightening special episode that promises to transform your approach to B2B sales. Whether you're a seasoned sales professional or a CEO looking to revamp your sales strategy, this episode offers a comprehensive guide to understanding your client's business like never before. Tune in to "Two Tall Guys Talking Sales" and equip yourself with the tools and insights to become not just a vendor but a strategic partner in your client's success journey. Subscribe today and stay ahead of the sales game!

Ready to take your sales strategy to the next level? Click the download button now and dive into this episode of "Two Tall Guys Talking Sales."

In this episode of "Two Tall Guys Talking Sales," hosts Kevin Lawson and Sean O'Shaughnessey delve deep into the intricacies of the sales process. Sean opens up about his impatience with time-wasting and the challenges he's faced with sales reps skipping crucial steps in the sales process. Kevin emphasizes the importance of understanding why steps are skipped, whether it's due to reluctance or irrelevance. Both hosts stress the significance of aligning the sales process with the decision-making process of the customer. They also touch upon the financial implications of not following the sales process, highlighting the potential costs and the importance of cost containment. The episode concludes with a teaser for the next episode, where they will discuss how to recover when a step is skipped.

Key Topics Discussed:

1. The importance of following the sales process.
2. Reasons why salespeople skip steps in the process.
3. The financial implications of not adhering to the sales process.
4. Aligning the sales process with the customer's decision-making process.
5. The concept of cost containment in sales.

Key Quotes:

• Kevin: "The process is what drives your business. It's what helps you forecast, determine cash flows."
• Sean: "The danger of not asking questions high enough and not following your sales process is when you don't allow your sales process to drive the decision process by the buyer."

Summary: Dive into the world of sales with Kevin Lawson and Sean O'Shaughnessey as they unpack the essence of the sales process. From understanding why steps are skipped to the financial repercussions of not adhering to the process, this episode is a goldmine of insights for anyone in the sales industry. Whether you're a CEO, a sales rep, or just curious about the intricacies of sales, this episode promises valuable takeaways. And stay tuned for the next episode, where the duo will explore how to bounce back when a step in the sales process is missed. Don't miss out on this enlightening discussion!

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/

Dive deep into the heart of sales and sales leadership with Kevin Lawson and Sean O'Shaughnessey as they unravel the essence of problem-solving in the sales arena. This episode isn't just about identifying problems but understanding the art of solving them. If you aim to transition from just selling a product to becoming a trusted advisor, this episode is your roadmap.

Key Topics Discussed:

1. The importance of becoming a trusted advisor in sales.
2. Building and maintaining long-lasting relationships with clients.
3. The role of curiosity in understanding a client's business.
4. The significance of being well-read and informed about current business challenges.
5. Networking is a tool for gaining insights and asking better questions.

Key Quotes:

• Kevin: "How you become a trusted advisor is solving a business problem, not selling a product."
• Sean: "The key to the kingdom is to become a trusted advisor to your client. So that that advisor says, I wonder what Kevin thinks about this."
• Kevin: "Are you the person who's reliable? Do you always cancel at the last minute? Do you put somebody to voicemail every time and forget to call them back? That's a withdrawal from the trusted advisor list."
• Sean: "The key is don't just show up as a salesperson. Don't just show up as a vendor. Show up as an interested third party that is trying to figure out about their business."

Additional Resources:

• CEO Workshop: A live video session with Kevin and Sean, focusing on understanding customer businesses and the challenges therein. https://www.linkedin.com/events/ceoworkshop-understandyourclien7106962760084688896/comments/

Summary: In this enlightening episode of "Two Tall Guys Talking Sales," Kevin and Sean emphasize the importance of evolving from a mere salesperson to a trusted advisor. They discuss the nuances of building genuine relationships, the significance of being curious, and the need to be well-informed about the business landscape. Whether you're a sales newbie or a seasoned professional, this episode offers invaluable insights that can transform your approach to sales. Don't miss out on this opportunity to elevate your sales game. Tune in now!

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/

Join hosts Sean O'Shaughnessey and Kevin Lawson as they delve deep into the art of sales, emphasizing the importance of trust, personal branding, and the role of a salesperson in today's market. In this episode, they discuss the nuances of transferring trust, the significance of personal branding, and how sales leaders can guide their teams to success.

Key Topics Discussed:

1. Transferring Trust: The essence of sales lies in transferring trust from the salesperson to the prospect, ensuring decisions are made in the desired timeframe.
2. Three Pillars of Sales: Selling your company, your product, and most importantly, yourself.
3. Personal Branding: The importance of building a personal brand that accelerates trust and how sales leaders can foster this among their teams.
4. LinkedIn and References: Utilizing LinkedIn as a tool for validation and building credibility.
5. Professional Appearance: The impact of a salesperson's appearance on the perception of trust and professionalism.
6. Empathy and Curiosity: Starting conversations with genuine interest and understanding of the client's business.

Key Quotes:

• Kevin: "To build trust early, you have to be referenceable... People could commercially find us, so to speak."
• Sean: "You sell your company. You sell your product, and you sell yourself."
• Kevin: "Nine-tenths of the law is perception."
• Sean: "The more you understand your client's business, the bigger your brand will be."

Additional Resources:

• LinkedIn - A platform for professional networking and validation.
• WKRP in Cincinnati - A classic TV show mentioned in the context of professional appearance.

Summary: In a world where trust is paramount, Kevin and Sean highlight the significance of personal branding in the sales process. From the importance of being referenceable on platforms like LinkedIn to the impact of professional appearance, this episode offers a comprehensive guide for salespeople and leaders alike. Whether you're a seasoned sales professional or just starting out, the insights shared will undoubtedly enhance your approach. Tune in to "Two Tall Guys Talking Sales" every Tuesday for more invaluable sales advice!

Don't miss out on this enlightening conversation about trust, personal branding, and the evolving world of sales. Listen now!

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 episode of Two Tall Guys Talking Sales with your hosts, Kevin Lawson and Sean O'Shaughnessey. In this riveting episode, we take a deep dive into the often talked about but seldom mastered topic: Buyer Personas. Whether you're listening on a Tuesday drive back home or on a Wednesday morning commute to work, this episode is packed with actionable insights to set you up for the rest of your week, month, and quarter. Tune in to find out how to create accurate buyer personas that can help you make smarter sales and marketing decisions.

• Defining Buyer Personas: Kevin and Sean explore what a buyer persona really is and why it's crucial for sales success.

• The Importance of SWOT Analysis: Kevin explains that creating a buyer persona isn't a one-off task; it begins with understanding your SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis.

• Ideal Client Profiles & Unique Selling Proposition: Why understanding these can help fine-tune your buyer personas.

• Digging into Demographics and Psychographics: How to gather and utilize this data to develop detailed buyer personas.

• Quarterly Business Reviews (QBRs): Sean shares insights into who should be involved in these reviews and the type of questions that can help enrich your buyer personas.

• "If you're out there and wondering how to get this process started, thinking that you've already done a SWOT analysis...now's the time to talk about buyer personas." - Kevin Lawson

• "Salespeople are valuable. Salespeople are important to the sales process. And it is your job to teach your company about your customers." - Sean O'Shaughnessey

• "Salespeople are great people day in day out. We shouldn't have to pay a tax because of bad salespeople doing bad things in the marketplace." - Kevin Lawson

• HubSpot's Buyer Persona Templates
• SWOT Analysis Guide

Crafting an accurate and effective buyer persona isn't just a task; it's an art. This episode provides not only the theory but also the actionable steps you can take to create buyer personas that resonate with your target market. From initial concepts to understanding your customer needs during a QBR, Kevin and Sean have packed this episode with tools you can use immediately. Listen now to avoid the pitfalls and fast-track your way to sales success.

Ready to revolutionize your sales approach? Hit that download button and tune in now! 🎧

Dive deep into the world of competitive analysis with Kevin Lawson and Sean O'Shaughnessey in this engaging episode of Two Tall Guys Talking Sales. In the fast-paced world of sales, it's not just about knowing your product, but about understanding your competition, your customers, and the nuances that drive decisions. Let Kevin and Sean guide you through actionable insights to elevate your sales game.

Key Topics Discussed:

1. The Power of Competitive Analysis: Unlock the benefits of understanding your competition and how it empowers you as a sales leader.
2. Understanding 'No Decision': Learn why some prospects choose to remain indecisive and how you can navigate this challenge effectively.
3. The Role of SWOT in Sales: Deciphering how SWOT, PESTEL, and SOAR analyses can help shape your sales strategies.
4. Unpacking Unique Selling Proposition (USP): Knowing your USP and leveraging it against your competitors is important.
5. Importance of Feedback in Pricing: Sean emphasizes the need for real-time feedback, especially when your price points are met with resistance.
6. The Salesperson as a Guide: The role of a salesperson is to guide clients, understand their needs, and sell existing products confidently.

Key Quotes:

• Kevin: "No decision comes, in my opinion, when you haven't done a good job qualifying the prospect."
• Sean: "Looking at companies that are massively successful... It's just a good way for a company to get better. Looking at those people and learning from them is really, really important."
• Kevin: "If you've already thought through how they measure value, you know how to talk to them. You become a better salesperson because you put in the work."
• Sean: "Your job is to sell the product that exists today, not the product that you wish they would hurry up and build."

Additional Resources:

• Microsoft's package offerings
• Previous episode on Competitive Analysis

Summary: In the competitive realm of sales, it's not just about standing out, but about understanding every piece of the puzzle. Whether it's diving deep into SWOT analyses, ensuring that your pricing strategy aligns with market expectations, or guiding your client toward a mutually beneficial decision, every step matters. Join Kevin and Sean as they unpack these topics and more, providing you with actionable strategies to ensure your sales pitch stands out. If you're serious about mastering the art of sales, this is an episode you won't want to miss. Dive in now!

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/

In this invigorating episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O'Shaughnessey dive deep into the realm of competition in sales. From understanding the various forms competition can take to harnessing the power of artificial intelligence in competitive analysis, this episode is packed with insights and actionable advice for sales professionals at all levels.

Key Topics Discussed:

1. The Essence of Competition in Sales: Why understanding and overcoming your competition is crucial.
2. Recognizing Different Types of Competition: Beyond direct competitors, why the 'no decision' outcome is the hidden enemy.
3. Leveraging SWOT Analysis: Sean and Kevin's take on its relevance and how to use it effectively for competitive advantage.
4. The Role of Artificial Intelligence in Sales: How tools like Chat GPT can help get a leg up on your competition.
5. The Importance of Competitive Awareness: Why 57% of companies are at a disadvantage and how not to be one of them.

Key Quotes:

• Kevin: "Every professional sports team watches game film... we're sales professionals. We should be watching the game film of sorts."
• Sean: "Who is your prospect talking to? That is your competition."
• Kevin: "Doing nothing is unacceptable. It's like prospecting. If you don't prospect, that is an unacceptable behavior."
• Sean: "If you're in a small company right now, you need to figure out, you need to be one of the 43%, not one of the 57%."

Additional Resources:

• Eliminate Your Competition by Sean O'Shaughnessey.
• Sales Xceleration's national research on companies' competitive awareness.
• Tools like Chat GPT for AI-based SWOT analysis.

Don't be a part of the 57% that remains oblivious to their competition. Whether you're in the early stages of your sales journey or a seasoned professional, Sean and Kevin's insights from this episode offer invaluable strategies and tools to elevate your game. Tune in to "Two Tall Guys Talking Sales" to get the upper hand, understand your market better, and, ultimately, eliminate your competition.

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/

Get ready to unlock the secrets of mastering the sales game with Two Tall Guys Talking Sales! This episode delves into the nuances of key performance indicators (KPIs), their significance in measuring sales efficiency, and the art of mentorship among salespeople. Listen as our hosts Sean and Kevin uncover the analogy of KPIs and share insights about setting the right measures for salespeople at various career stages.

Key Topics Discussed:

1. Understanding Leading vs. Lagging Indicators: Foreseeing future trends and not just measuring past achievements is important.
2. KPIs and the Marriage Analogy: Setting the right measures to cultivate relationships, just as one nurtures a romantic relationship.
3. Differentiating KPIs for New vs. Veteran Salespeople: Tailoring strategies for those new to the profession, the company, or the industry.
4. The Power of Mentorship: Leveraging the experiences of veteran salespeople and fostering growth among younger salespeople.
5. Sales Training and Coaching: How combining formal sales training with hands-on coaching can amplify results.

Key Quotes:

• Kevin: "KPIs are not about only the number of deals you sold. It's about, 'Am I doing the right behaviors over time?'"

• Sean: "Those KPIs can't be a hundred percent looking backward. We need to look ahead and say, what are we doing to generate business?"

• Kevin: "Activity measures for new salespeople are different. I'm talking about doing the well-researched, planned prospecting call."

• Sean: "The real advantage of The RAIN Group is its training combined with my coaching."

Additional Resources:

• CEO workshop series: A detailed session on 'dashboards for CEOs', focusing more on current pipeline activities. https://www.linkedin.com/events/6917582648336875520/comments/ and also available at https://youtu.be/Oz9HTyQtz8o
• The RAIN Group: Renowned sales training organization that combines training with actionable coaching. Contact Sean at [email protected] for more information about this, or contact Kevin at [email protected] for more information.

Summary Paragraph: With a blend of engaging analogies, actionable insights, and personal experiences, Sean and Kevin illuminate the complex world of sales KPIs. Whether you're a seasoned salesperson or just beginning your journey, this episode is packed with nuggets of wisdom that can transform your approach to sales. Dive deep into the essence of mentorship, discover the right measures for tracking success, and unearth the significance of forward-looking indicators. Don't miss out on this chance to elevate your sales strategies and metrics. Listen now and redefine your sales mastery with Two Tall Guys Talking 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 riveting episode of Two Tall Guys Talking Sales with your dynamic hosts, Sean O'Shaughnessey and Kevin Lawson. In this episode, our duo takes on a subject that stirs strong emotions in the sales world: micromanagement. With a combined experience of several decades in sales, Sean and Kevin delve into their philosophies, personal experiences, and provide actionable insights on transitioning from micromanagement to effective leadership. Whether you're a salesperson, a manager, or a business leader, you're going to find value in their candid conversation.

Key Topics Discussed:

1. Micromanagement in Sales: Sean's personal aversion to micromanagement, his challenges, and how he navigated them during his 38-year career.
2. Transitioning from Micromanaging to Leadership: Kevin's insights into the delicate balance between engaging the team and inadvertently falling into micromanagement.
3. Differentiating Between Green and Seasoned Salespeople: How to manage new salespeople who need structure versus seasoned reps who require trust.
4. The Importance of Trust in a Sales Team: Bad examples of trust violations and the cultivation of a culture of trust within the sales organization.
5. Becoming a Leader: Strategies and practical advice for transitioning from a micromanager to a leader, and the value it brings to the sales culture.

Key Quotes:

• Sean: "I despised anybody who was going to drive me day to day, ask me every single thing, question every single deal just didn't fit well with my personality."
• Kevin: "How can I help? That's how the shift comes in my mind from a micromanager to an effective leader. Instead of asking detail, detail, detail, they're asking about resource, resource, strategy, that's the big shift for me."

In this engaging episode of Two Tall Guys Talking Sales, Sean and Kevin don't just identify the problems associated with micromanagement but provide actionable insights and solutions for how to evolve into an effective leader. Whether you're just beginning in sales or leading a team, their candid conversation will offer you strategies to avoid micromanagement, build trust within your team, and create a culture of success. Don't miss this chance to learn from two seasoned sales veterans - tune in to this episode and take your sales leadership skills to the next level!

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 exciting episode of Two Tall Guys Talking Sales with hosts Kevin Lawson and Sean O'Shaughnessey. On this episode, we delve into the vital world of outbound sales in a post-COVID landscape. We discuss strategies for creating an effective outbound pipeline, reflecting on our experiences with trade shows, and how to nail your unique value proposition. Discover how to master omnichannel outreach and understand why persistence is key in today's competitive market.

Key Topics Discussed:

1. The Trade Show Experience: Kevin and Sean open up about the highs and lows of trade shows and how the pandemic has shifted the industry's focus from this traditional method of sales and marketing.

2. Creating an Effective Outbound Pipeline: Our hosts emphasize the importance of having a clear, unique value proposition and understanding how it can resonate with your potential customers.

3. Omni Channel Outreach: Kevin and Sean highlight the significance of reaching out to prospects across various channels - emails, phone calls, social media, and even traditional mail. They discuss the need for persistence in reaching out and making numerous touches to get a prospect's attention.

4. Prospecting and Value Proposition: Sean shares insights on how a value proposition can differ based on the industry and target audience. They talk about understanding and tailoring your value proposition to your audience for better customer engagement.

5. Leveraging Tools for Sales Outreach: The hosts discuss a range of tools that can assist in streamlining and tracking your outreach efforts, from LinkedIn prospecting tools to CRMs and even task management tools.

Key Quotes:

• Kevin: "Trade shows in a pre COVID environment were the lifeblood of many sales organizations... But here we are in a post-COVID world, and what we saw in the midst of COVID was pipeline evacuation."

• Sean: "The first thing I tell everybody is, "What are you going to say, and what makes it unique and valuable to your prospects?"

• Sean: "Your unique value proposition may be targeted to a specific customer and you might have a different one targeted to a different customer... but then you need to make unique messaging for every one of those and unique tries for each one of those."

Additional Resources:

• CRM Tools
• LinkedIn prospecting tools
• Task management tools (Asana, Trello, Monday.com)

Summary:

In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O'Shaughnessey offer a practical, insightful guide to successfully navigating outbound sales in our new normal. They share their expertise in creating a compelling, unique value proposition, omnichannel outreach's importance, and persistence's role in sales. You'll gain a wealth of advice, from understanding your value in a specific industry to leveraging various outreach tools to streamline and enhance your prospecting process. Listen to this episode for a deep dive into the tactics and strategies that can reshape your approach to outbound 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/