Avsnitt
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In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey dive into the art of sales prospecting using an unusual but powerful analogy—chasing butterflies versus building a garden. Are you tirelessly running after leads, or are you cultivating an environment where ideal prospects naturally come to you? Learn how to create a long-term strategy for consistent revenue growth by positioning your business as the go-to solution for your ideal customers.
Key Topics Discussed:The Butterfly Effect in Sales (00:01:00) – The difference between chasing every lead and strategically attracting the right ones.
Building a Sales Garden (00:02:49) – How to develop a long-term strategy that consistently nurtures and attracts the best-fit prospects.
Marketing & Content Strategy Alignment (00:04:22) – The importance of collaborating with marketing to ensure the right messaging is in place.
The Value of Inbound Leads (00:06:11) – Why leads that come through your marketing efforts are often easier to close and more profitable.
Tactical Steps for Sales Leaders (00:08:00) – Actionable insights for sales managers to help their teams attract, engage, and convert better.
Crafting a Strong Value Proposition (00:10:18) – The foundation of effective lead generation and how to align it with your ideal customer profile.
Key Quotes:
Sean O’Shaughnessey (00:01:52): “If you’re hungry for revenue, you’re probably running around chasing butterflies. But if you want sustainable growth, you need to create an environment where prospects naturally come to you.”
Kevin Lawson (00:03:55): “Sales leaders, think about your team—have you equipped them with butterfly nets, or have you taught them how to build a garden?”
Sean O’Shaughnessey (00:06:44): “The best prospects aren’t the ones you chase—they’re the ones who find their way to your garden because you’ve built something valuable for them.”
Additional Resources:
Previous episodes featuring Amy Connor on inbound marketing and lead generation.
https://podcasts.apple.com/us/podcast/amy-connor-discusses-salespeople-vs-lead-generation/id1668686029?i=1000693738159
https://podcasts.apple.com/us/podcast/measuring-marketing-success-with-amy-connor-of-cmo-onloan/id1668686029?i=1000696058066
Value Proposition Workshop with Sean and Kevin. Learn how to refine your messaging to attract the right clients. Reach out to Kevin or Sean at the contact information below.
A Significant Actionable Item from this Podcast:If you’re relying solely on outbound prospecting, start evaluating your value proposition and content strategy today. Align your marketing and sales teams to ensure your messaging is clear, consistent, and tailored to your ideal buyer. Identify gaps in your digital presence and take the first step toward creating a sales garden that nurtures and attracts the right leads.
Final Thoughts:
Sales is more than just chasing down deals—it’s creating an ecosystem where prospects feel drawn to your expertise, insights, and solutions. In this episode, Sean and Kevin explain shifting from frantic outbound prospecting to a methodical approach that fosters sustainable revenue growth. Whether you’re a sales leader or an individual contributor, you’ll walk away with practical steps to build your own high-converting sales garden.
Tune in now and take your sales strategy to the next level!
To understand if your company is doing a great job in sales, take this quick and easy assessment:
https://newsales.expert/b2b-sales-capability-assessment/
You can reach out to Sean at New Sales Expert, LLC - [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/
You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/
You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin -
Welcome back to another episode of Two Tall Guys Talking Sales with Kevin Lawson and Sean O’Shaughnessey! This week, we’re diving deep into the essential topic of measuring marketing effectiveness with special guest Amy Connor, founder of CMO OnLoan. This episode is for you if you’ve ever struggled to connect marketing strategies to real business results. Grab your marketing colleague and tune in—because understanding what’s working (and what’s not) in your marketing is the key to driving sales growth.
Key Topics Discussed:The Importance of Measuring Marketing Performance (01:08)
Many companies don’t track their marketing impact effectively. Amy shares how focusing on key metrics—without overwhelming dashboards—can create a direct path to success.
Sales and Marketing Must Be Aligned (02:09)
Customers don’t see marketing and sales as separate—they see one company. Amy explains why integrating both functions is crucial for a seamless customer journey.
Why Vanity Metrics Don’t Matter (02:55)
Impressions, clicks, and leads may look impressive, but if they don’t translate to business results, they don’t matter. Learn how to focus on meaningful data that connects to revenue.
The Billboard Advertising Myth (03:12)
Can a billboard drive B2B sales? Amy and Sean discuss the realities of traditional advertising and why small businesses should think critically about marketing spend.
Aligning Sales Messaging with Marketing Content (05:57)
Sales teams shouldn’t be the only ones communicating key messages. Amy shares why marketing content must reinforce what salespeople say to build trust and shorten sales cycles.
Tactical vs. Strategic Marketing – What’s the Right Balance? (08:29)
Key Quotes:
Should your marketing focus on brand awareness or immediate sales action? Amy explains the difference and how to measure each effectively.Amy Connor: “Marketing and sales are part of the customer's journey in a united way. The customer doesn’t see ‘marketing did this and sales did that’—they see the company as a whole.” (01:45)
Sean O’Shaughnessey: “Salespeople start at a disadvantage because buyers inherently don’t trust them. That’s why marketing must reinforce their message to build credibility.” (05:40)
Kevin Lawson: “Up to 70% of the buyer’s journey happens before they talk to sales. If marketing isn’t working ahead of time, you’re already losing.” (07:52)
Additional Resources:Visit CMO OnLoan for free marketing resources: www.cmo-onloan.com
Connect with Amy Connor on LinkedIn: Amy Connor LinkedIn
Listen to the first episode featuring Amy: Last Week’s Podcast: https://podcasts.apple.com/us/podcast/amy-connor-discusses-salespeople-vs-lead-generation/id1668686029?i=1000693738159
A Significant Actionable Item from this Podcast:Audit Your Marketing Metrics
Take 30 minutes this week to assess what marketing data your company is tracking. Are you focusing on impressions and clicks or lead conversion and revenue impact? Identify one metric that directly connects marketing activity to business growth and make it your priority.Why You Should Listen to This Episode
Marketing is more than just branding—it’s a revenue-driving function. In this conversation, Amy Connor unpacks how B2B companies can measure what truly matters, align sales and marketing, and ensure every dollar spent on marketing contributes to the bottom line. If you want your marketing efforts to drive real sales results, don’t miss this insightful discussion. Tune in now!
To understand if your company is doing a great job in sales, take this quick and easy assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=28995327
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 - [email protected] - https://www.linkedin.com/in/soshaughnessey/You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin
You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/
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Saknas det avsnitt?
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How do you measure the success of your sales and marketing efforts? If you’ve ever found yourself wondering whether your marketing dollars are actually driving revenue or if your sales team is making the most of their leads, this episode is for you.
Kevin Lawson and Sean O’Shaughnessey sit down with Amy Connor, founder of CMO on Loan, to discuss how marketing and sales should work together for growth. Amy brings her extensive experience from Procter & Gamble, Luxottica, and other top brands to help mid-market companies build marketing confidence, align with sales, and drive measurable results.
Key Topics DiscussedThe Basketball Analogy: Why Tracking Performance Matters (~00:01:00)
Just like basketball teams analyze stats post-game, businesses need to measure marketing and sales effectiveness.
How to Decide Between Investing in Sales or Marketing (~00:04:30)
Business owners often wonder whether they should put more resources into sales teams or marketing initiatives—Amy breaks it down.
Aligning Marketing and Sales for Lead Generation (~00:07:30)
Should salespeople generate their own leads, or is there a more efficient way to bring prospects to the table?
The Role of a Fractional CMO: How Businesses Can Engage Marketing Leadership (~00:11:20)
Amy explains how a fractional CMO helps companies make smarter marketing decisions without the full-time executive cost.
A Sneak Peek into Next Week: Measuring Marketing Effectiveness (~00:13:52)
Tune in next week as Amy shares the tools and strategies that help businesses track what’s working and what’s not.
Key Quotes
Sean O’Shaughnessey (~00:06:41):
“So many of my clients assume that salespeople will find their own leads, but is that really the best use of their time?”
Amy Connor (~00:07:51):
“Your sales team is often being asked to do too much. Something will suffer if they have to hunt for leads and nurture accounts at the same time.”
Kevin Lawson (~00:11:00):
Additional Resources
“When companies say, ‘I need more sales,’ what they often mean is, ‘I need more leads.’ But are they solving the right problem?”
Learn more about CMO on Loan and how they help businesses improve marketing effectiveness: www.cmoonloan.com
Connect with Amy Connor on LinkedIn: https://www.linkedin.com/in/amyconnor/
A Significant Actionable Item from this Podcast
Evaluate your marketing and sales alignment. Take a step back and ask:
Do I have a clear process for tracking where leads come from and how they convert?
Is my sales team spending too much time prospecting instead of closing deals?
Would marketing support help my business generate higher-quality leads?
If you’re not sure, it may be time to review your funnel and define a strategy that ensures sales and marketing work together—not in silos.
Why You Should Listen to This Episode
This episode is a must-listen for business owners, sales leaders, and marketing professionals looking to make smarter investments in growth. Amy Connor shares real-world insights on how marketing can drive measurable business results and how sales and marketing can function as a united force. Plus, next week’s episode will dive even deeper into how to measure marketing effectiveness, so don’t miss it!
🎧 Download now and take the first step toward a more effective marketing and sales strategy!
To understand if your company is doing a great job in sales, take this quick and easy assessment: https://newsales.expert/b2b-sales-capability-assessment/
You can reach out to Sean at New Sales Expert, LLC - [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/
You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin
You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/
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Artificial intelligence (AI) is transforming the sales industry, but does that mean salespeople are becoming obsolete? Absolutely not! In this high-energy episode, Kevin and Sean debunk the myth that AI will replace sales professionals. Instead, they reveal how AI can be a game-changing tool for sales success.
From using AI to refine communication to automating time-consuming tasks, this episode is packed with insights on how AI can help sales leaders and reps work smarter, sell better, and stay ahead of the competition. Tune in to discover practical ways to leverage AI, improve efficiency, and dominate your market.
Key Topics Discussed🔹 Will AI Replace Salespeople? – The truth about AI’s role in sales and why your job isn’t at risk—but your quota might be. (00:00:45)
🔹 The Evolution of Sales Tools – A nostalgic (and hilarious) look at how tools have always changed work processes—remember manual garage doors and TV dials? (00:02:21)
🔹 AI for Writing & Communication – How tools like Grammarly can make your emails, proposals, and presentations sharper, clearer, and more professional. (00:04:00)
🔹 Boosting Productivity with AI – From auto-generating customized sales presentations to intelligent scheduling, AI can free up time for what matters most: selling. (00:06:01)
🔹 The AI-Powered CRM – If your CRM doesn’t have AI integration or a plan for it, it’s time to rethink your strategy. A modern CRM is essential for competitive sales teams. (00:12:00)
Key Quotes🗣️ Sean O’Shaughnessey: “You are not going to be replaced by AI. You’re going to be replaced by a salesperson using AI.” (00:01:00)
🗣️ Kevin Lawson: “AI isn’t here to take your job—it’s here to make you a better salesperson. Weaponize your tools and sharpen your axe.” (00:07:33)
🗣️ Sean O’Shaughnessey: “Being afraid of AI is like being afraid of Microsoft Word instead of a typewriter.” (00:10:18)
Additional Resources🔗 Grammarly – AI-powered writing assistant for better emails, proposals, and reports.
🔗 Canva – AI-enhanced design tool for creating presentations and marketing materials in seconds.
A Significant Actionable Item from this Podcast🚀 Start Using AI Today! Don’t wait—integrate AI into your daily sales routine now. Whether it’s improving your writing with Grammarly, using AI for scheduling, or leveraging AI-powered CRM features, pick one AI tool and start experimenting. The sooner you adopt AI, the further ahead you’ll be.
Final ThoughtsAI isn’t a threat—it’s an opportunity. The best salespeople will be the ones who embrace AI to work smarter, sell more efficiently, and build stronger customer relationships. Want to future-proof your sales career? It starts here.
👉 Hit play now and learn how AI can be your competitive advantage in sales!
To understand if your company is doing a great job in sales, take this quick and easy assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=28995327
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 - [email protected] - https://www.linkedin.com/in/soshaughnessey/You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin
You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/
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Time is the most valuable resource for any professional, but for sales managers, it is the linchpin of success. In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey dive into the critical strategies for effective time management as a sales leader. Whether you’re a new sales manager, an aspiring leader, or a business owner overseeing a sales team, this discussion is packed with insights to help you optimize your calendar, empower your team, and drive performance without falling into the trap of micromanagement.
Key Topics DiscussedThe Shift from Salesperson to Sales Manager (00:03:00)
Understanding the common pitfalls new sales managers face when transitioning from an individual contributor to a leadership role.
The Role of a Sales Manager: Player vs. Coach (00:04:00)
Why sales managers must avoid the “player-coach” mindset and instead focus on leading, mentoring, and enabling their team’s success.
Structuring Your Calendar for Maximum Impact (00:05:45)
How to design your weekly schedule to balance coaching, strategy, internal meetings, and team availability while avoiding distractions.
The Power of Shared Calendars and CRMs (00:07:00)
Best practices for leveraging shared calendars and CRM tools to improve communication, transparency, and sales efficiency.
Why Sales Managers Should Be Like Basketball Coaches (00:13:30)
Key Quotes
The importance of stepping back and allowing sales reps to take the lead in deals—coaching them rather than closing for them.🗣 Sean O’Shaughnessey (00:02:55):
"When you are a sales manager, your job is to make others better. You shouldn't be stealing deals from your sales reps—you should be empowering them to succeed."
🗣 Kevin Lawson (00:04:00):
"A player is different from being a coach. Players take direction, coaches give direction. If you’re leading a team, you need to be coaching, not competing."
🗣 Sean O’Shaughnessey (00:14:00):
Additional Resources
"Watch a basketball game and look at the coach. How many times do they step onto the court to take a free throw for their players? Never. That’s how sales management should work too."📘 The One Minute Manager by Ken Blanchard & Spencer Johnson – A classic guide to leadership and effective management.
📅 Book Time with Kevin or Sean – Need help refining your sales management strategy? Schedule a consultation (link below in show notes).
A Significant Actionable Item from this PodcastAudit Your Calendar and Block Time for Success
Sales managers must structure their schedules intentionally. Take 30 minutes to review your calendar for the upcoming week:
✅ Block out time for coaching your team.
✅ Set aside dedicated slots for strategy and internal meetings.
✅ Ensure your calendar is updated and visible for your team.
✅ Reserve time for proactive sales engagement, like voice-of-the-customer calls.Making these adjustments will free you from constant firefighting and allow you to lead effectively.
Why You Should Listen to This EpisodeIf you’re a sales manager—or aspiring to be one—this episode is a must-listen. Kevin and Sean deliver practical, real-world strategies to help you break free from micromanagement, structure your time effectively, and lead your team to success. Stop getting caught up in the weeds and start managing like a pro. Listen now and take control of your sales leadership journey!
🎧 Hit play and start optimizing your sales management strategy today! 🚀
To understand if your company is doing a great job in sales, take this quick and easy assessment: https://newsales.expert/b2b-sales-capability-assessment/ You can reach out to Sean at New Sales Expert, LLC - [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/ You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/
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Sales is a game of ups and downs, but what separates top performers from the rest is their ability to keep the funnel full—even when they're closing deals. In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey dive into the art and science of building a consistent pipeline. They discuss strategic approaches to prospecting, leveraging data tools, and the importance of curiosity in sales conversations. Whether you’re starting fresh in Q1 or looking to level up your approach, this episode is packed with actionable insights to keep your sales engine running smoothly.
Key Topics Discussed🔹 The Sales Roller Coaster – Why salespeople experience cycles of high revenue followed by dry spells and how to smooth out the dips. (00:01:15)
🔹 The First Step: Re-engage Past Clients – Why checking in with existing customers is the easiest way to generate immediate opportunities. (00:02:23)
🔹 Using Free Data Resources to Prospect – How Data Axle and Apollo.io can help salespeople generate lists of high-potential prospects at no cost. (00:03:00)
🔹 Turning Leads Into Prospects – The difference between having a database of names and actually engaging with real sales opportunities. (00:05:31)
🔹 The Power of Networking and Curiosity – How to leverage your network to gain insights about a company before reaching out to decision-makers. (00:10:39)
🔹 Climbing the Ladder to the Decision-Maker – Why you shouldn’t start at the top and how building relationships within an organization can earn you a trusted introduction. (00:14:37)
Key Quotes💬 Sean O’Shaughnessey on avoiding the sales roller coaster:
"If I go back to my drain-the-swamp analogy, you gotta put water back in the swamp, you gotta let it rain, gotta make it rain." (00:02:02)
💬 Kevin Lawson on the importance of planning:
"Too often, salespeople stop after the second or third introduction. Timing is everything—keep going, keep networking, and keep qualifying your ideal client profile." (00:12:39)
💬 Sean O’Shaughnessey on reaching executives:
Additional Resources
"You cannot send an email to the CEO and expect it to be read. You are just a salesperson. If you want to sell to the top, you need a referral—and probably from someone lower in the organization." (00:14:37)
📌 Data Axle – A powerful business database often available through public libraries. Check with your local library for free access.
📌 Apollo.io – A free tool offering up to 10,000 business contacts per month to help with prospecting.
📌 Lighthouse Sales Advisors Coaching – Kevin Lawson offers 1:1 coaching to help sales professionals refine their strategies. Learn more here.
A Significant Actionable Item from this Podcast
Take 30 minutes this week to evaluate your sales pipeline using the “circle exercise.”
Draw a circle and estimate what percentage of your revenue will come from existing clients vs. new clients.
Identify how many new deals you need to hit your quota.
Rank your existing leads based on fit and potential.
Develop a networking plan to move from a name on a list to an engaged prospect.
Doing this exercise will give you clarity on where to focus your efforts and how to strategically fill your pipeline.
Why You Should Listen to This EpisodeStruggling with an empty pipeline after closing strong last year? You’re not alone. In this fast-paced, insight-packed episode, Kevin and Sean break down the fundamental strategies that separate high-performing salespeople from those stuck on the revenue roller coaster. Whether you’re looking for free prospecting tools, better ways to approach networking, or a foolproof plan to keep your sales funnel full, this episode delivers practical tactics you can apply immediately.
🎧 Tune in now and take control of your sales pipeline!
To understand if your company is doing a great job in sales, take this quick and easy assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=28995327
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 - [email protected] - https://www.linkedin.com/in/soshaughnessey/ -
In this insightful episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O'Shaughnessey dive deep into the art of active listening and its transformative potential in sales. Building on the discussion from last week’s episode about discovery questions, Kevin and Sean provide actionable strategies to improve your listening skills, enhance your client interactions, and ultimately close more deals. Whether you’re a seasoned sales professional or new to the field, this episode is packed with valuable lessons you can apply immediately.
Key Topics DiscussedThe Role of Active Listening in Sales Success
Kevin and Sean discuss how active listening differentiates successful salespeople from the rest and why it’s critical for uncovering client pain points.
The Power of Note-Taking
Kevin shares his transition from paper to digital note-taking and how capturing accurate information leads to better follow-ups and stronger client relationships.
Body Language and Visual Cues in Client Meetings
Sean emphasizes the importance of leaning forward, maintaining eye contact, and using other non-verbal cues to demonstrate engagement during conversations.
Learning from Reporters: Listening Like a Pro
Sean compares salespeople to seasoned reporters and outlines how active listening and asking thoughtful follow-up questions can set the stage for impactful discussions.
Upskilling Through Active Listening
Key Quotes
Kevin highlights how organizations can improve their pipeline and closing rates by investing in training that focuses on active listening and effective questioning techniques.Sean O'Shaughnessey:
“Don’t ever book a meeting without educating the client or making them a better business. That’s the only reason you’re allowed in their office.” (Approx. 8:00)
Kevin Lawson:
“Active listening is your skeleton key to unlock doors that were previously closed. It’s the gateway to uncovering real pain points and creating meaningful solutions.” (Approx. 13:15)
Sean O'Shaughnessey:
Additional Resources
“Leaning forward in your chair isn’t just about posture; it’s a powerful signal to your client that you’re fully engaged and ready to understand their needs.” (Approx. 10:00)Sean and Kevin refer to the previous episode on discovery questions as a foundation for this discussion. If you haven’t listened to it, consider downloading it for additional context.
A Significant Actionable Item from this PodcastApply Active Listening in Your Next Sales Call
In your next client interaction, focus on active listening by using these three steps:Lean forward and maintain engaged body language.
Paraphrase the client’s statements to ensure understanding.
Take detailed notes and review them to tailor your follow-up responses.
These small adjustments can make a significant difference in the quality of your client conversations and help you close more deals.
Summary Paragraph:
Active listening isn’t just a soft skill; it’s a sales superpower. In this episode of Two Tall Guys Talking Sales, Kevin and Sean unravel the nuances of listening to clients, capturing their pain points, and building trust through meaningful interactions. With tips ranging from non-verbal cues to the tactical use of note-taking, this conversation equips you with tools to elevate your sales game. Whether you're preparing for a discovery call, a QBR, or a cold call, this episode is a must-listen for actionable insights. Tune in and transform the way you engage with your clients.Happy listening—and selling!
To understand if your company is doing a great job in sales, take this quick and easy assessment: https://newsales.expert/b2b-sales-capability-assessment/ You can reach out to Sean at New Sales Expert, LLC - [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/
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In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O'Shaughnessey tackle one of the most critical yet underestimated aspects of sales: the discovery call. Are you guilty of “winging it” during these pivotal conversations? Tune in as Kevin and Sean break down the importance of crafting a tailored question bank, share actionable tips to elevate your discovery process, and reveal how asking the right questions can transform your sales game. If you're looking to close more deals and gain the respect of your prospects, this is the episode for you.
Key Topics DiscussedThe Danger of Winging It in Discovery Calls (Approx. 00:00:00)
Kevin and Sean explain why improvising during discovery calls can lead to missed opportunities and how a question bank can save the day.
Building an Effective Question Bank (Approx. 00:01:00)
Learn how to create a dynamic set of questions tailored to different industries and titles, ensuring every prospect feels understood.
The Power of Open-Ended Questions (Approx. 00:05:00)
Discover why “what” and “how” questions are more effective than “why” questions in fostering productive, trust-building conversations.
The ROI of Better Discovery Questions (Approx. 00:07:00)
Explore how better discovery leads to more accurate forecasts, stronger relationships, and increased respect from prospects.
Refining Your Question Bank Over Time (Approx. 00:12:00)
Key Quotes
Kevin and Sean emphasize the importance of regularly reviewing and updating your questions to stay relevant and effective.Kevin Lawson: “You should never ask a question on a discovery call that you could find the answer to with public information. That’s a waste of your prospect’s time and shows you haven’t earned their business.” (Approx. 00:10:27)
Sean O'Shaughnessey: “Why questions feel like interrogation. Great discovery questions start with what and how—they build trust and uncover real insights.” (Approx. 00:06:25)
Kevin Lawson: “Writing down your questions allows you to tweak, hone, and refine them. It’s the preparation that separates good sellers from great ones.” (Approx. 00:09:05)
A Significant Actionable Item from this PodcastStart Your Own Question Bank Today
Set aside 30 minutes to brainstorm 10-15 open-ended questions for your next discovery call. Categorize them by industry and prospect title. Use these questions in your next call, then evaluate their effectiveness. Adjust and refine over time to create a winning formula.Summary Paragraph
To understand if your company is doing a great job in sales, take this quick and easy assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=28995327 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 - [email protected] - https://www.linkedin.com/in/soshaughnessey/
Mastering the discovery call is essential for any successful salesperson, and in this episode, Kevin and Sean provide the ultimate guide to getting it right. From crafting a versatile question bank to leveraging open-ended questions that build trust and uncover insights, this episode is packed with actionable advice to transform your sales process. Don’t miss this opportunity to elevate your skills and close more deals—listen now and discover the art of the perfect discovery call!
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Cold calling is dead—or so claims our guest, Ben Victorica, in this thought-provoking Two Tall Guys Talking Sales episode. Hosts Kevin Lawson and Sean O’Shaughnessey dive deep with Ben into the challenges of modern sales pipelines and explore why traditional outreach methods are no longer effective. Together, they uncover how relationship selling, fueled by emotional intelligence and strategic connections, is reshaping the future of sales. Whether you're a seasoned sales professional or just starting out, this episode is packed with actionable insights you can't afford to miss.
Key Topics Discussed
Why Cold Calling is Ineffective Today
Ben discusses the inefficiency of cold outreach in the modern era, citing Bank of America’s 2021 decision to ban cold calling as a pivotal moment in sales strategy. (Approx. 00:01:00)
The Economics of Cold Outreach vs. Relationship Selling
Sean explains the hidden costs of cold calling, emphasizing the expensive hourly rate of quota-bearing sales reps and its low ROI. (Approx. 00:02:20)
Leveraging LinkedIn for Strategic Connections
Ben provides a practical, step-by-step guide to mining LinkedIn connections for warm referrals, using your network intelligently without costly tools. (Approx. 00:05:35)
The Role of Emotional Intelligence in Modern Sales
Kevin and Ben discuss how sales professionals can use emotional intelligence and relationship intelligence tools to identify and nurture stronger business relationships. (Approx. 00:10:45)
Maximizing Relationship Capital with Technology
Key Quotes
Ben introduces KnowledgeNet, a tool that helps sales teams unlock and scale their relationship capital to drive business growth. (Approx. 00:12:00)Kevin Lawson:
“Top of funnel cold outreach with no relationship is nearly impossible—it’s a cost line on any P&L.” (Approx. 00:04:48)
Sean O’Shaughnessey:
“If you hand someone a list of 100 people you’d like an introduction to, you’ll get zero. But ask for five or ten, and you’ll get meaningful connections.” (Approx. 00:07:45)
Ben Victorica:
Additional Resources Mentioned
“Cold calling is dead. Relationship selling instead.” (Approx. 00:01:49)KnowledgeNet.ai: A powerful tool to uncover and leverage relationship capital within your organization. Visit KnowledgeNet
Wall Street Journal 2021 Article: Referenced by Ben regarding Bank of America’s decision to ban cold calling - https://www.wsj.com/articles/bank-of-americas-merrill-lynch-to-ban-trainee-brokers-from-making-cold-calls-11621850400.
A Significant Actionable Item from this PodcastUse LinkedIn as a referral engine.
Why You Should Listen to This Episode
List key LinkedIn connections that align with your ideal customer profile. Then, approach your strongest network contacts—your “super connectors”—with a curated list of five to ten potential introductions. Respect their time and include a pre-written email template to make the referral process seamless.The sales landscape has shifted, and the old playbook of cold calling no longer delivers results. This episode offers a fresh perspective on building pipelines using strategic relationships and modern tools like KnowledgeNet. Packed with real-world advice from Kevin, Sean, and Ben, this conversation will inspire you to rethink your sales approach. Ready to ditch outdated tactics and embrace the future of selling? Tune in now to gain the edge you need.
To understand if your company is doing a great job in sales, take this quick and easy assessment: https://newsales.expert/b2b-sales-capability-assessment/ You can reach out to Sean at New Sales Expert, LLC - [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/
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For most of us, our revenue-to-date is going back to zero. We are 0% of quota YTD. Time to go out and blow away your quota.
Happy New Year from Kevin Lawson and Sean O'Shaughnessey.
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Keven Lawson and Sean O'Shaughnessey thank you for your gift of listening to us talk about Sales. We hope we have returned that gift by imparting some wisdom that can make you more successful.
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In this compelling episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O'Shaughnessey dive deep into the heart of sales motivation and goal setting. They share relatable stories, actionable insights, and practical strategies for salespeople and sales leaders. Using a vivid sports analogy, Sean sets the tone for an episode packed with strategies to stay driven—even when the path isn’t clear. Whether you're grappling with setting goals or maximizing your commission potential, this episode is a goldmine for actionable advice and personal growth.
Key Topics Discussed
The Athlete Analogy: Personal Motivation Meets Team Success (0:00)
Sean parallels a high school sprinter's rigorous training and the dedication needed to succeed in sales.
The Importance of Personal "Why" in Sales Motivation (6:00)
Kevin and Sean explore how individual motivations—whether financial goals, family obligations, or personal growth—shape sales performance.
Breaking Down Your Sales Math to Achieve Success (10:00)
Kevin explains how to reverse-engineer your earnings goal, calculate deal requirements, and align your activities with desired outcomes.
Creating Personal Rewards for Milestone Achievements (9:00)
Sean shares a story about a salesperson’s unique approach to celebrating significant deals and how small rewards can drive consistent motivation.
The Art of Setting Goals When None Are Provided (3:30)
Kevin and Sean discuss practical steps for creating your own sales targets when your organization hasn’t assigned any.Key Quotes
Sean O'Shaughnessey (2:00):
"What motivates you as a salesperson to do incredibly well? What are you doing to achieve your goals, and because you achieve your goals, maybe you're inspiring someone else on your team to do the same."Kevin Lawson (4:29):
"If you're not given a goal, do the math that gets you to success. It starts with understanding your economic driver and building a plan from there."Sean O'Shaughnessey (9:20):
"Choose something unique to reward yourself when something good happens. It’s a motivator for the day and can become the beginning of your career motivation."A Significant Actionable Item from this Podcast
Reverse-engineer your sales goals for 2024. Start by defining your desired income, break it down into weekly targets, and calculate how many deals you need to close. Then, analyze your closing rates to determine how many leads and opportunities you need to generate. Finally, track your progress weekly and adjust your strategy to stay on course.Summary Paragraph
To understand if your company is doing a great job in sales, take this quick and easy assessment: https://newsales.expert/b2b-sales-capability-assessment/
This episode of Two Tall Guys Talking Sales delivers powerful insights into staying motivated and setting actionable sales goals. Sean and Kevin expertly weave relatable analogies with proven strategies to help you master the art of self-motivation and goal achievement. Whether you're working towards a personal milestone or aiming to inspire your team, this episode provides the tools to elevate your performance. Tune in and take control of your sales journey today! -
In this thought-provoking episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O'Shaughnessey dive into the transformative power of technology in sales and operations. From the essentials of adopting a CRM to leveraging AI and automation, Kevin and Sean discuss how modern businesses can streamline operations, boost productivity, and prepare for the future. Whether you’re managing a small team or a large enterprise, this episode will provide actionable insights into creating an integrated tech stack that supports growth and resilience.
Key Topics DiscussedThe Importance of a CRM System (Approx. 00:01:00)
Why every organization needs a CRM to centralize and share data across teams, from sales to manufacturing.
How a CRM can prevent revenue loss during sales team transitions.
Building an Integrated Tech Stack (Approx. 00:03:00)
Understanding the interconnectedness of CRM, ERP, and project management tools.
Simplifying operations with modern, cloud-based solutions.
Preparing for the AI Revolution (Approx. 00:04:00)
How AI and machine learning are redefining operational workflows.
Why having an AI strategy is essential for staying competitive.
Forecasting and Automation (Approx. 00:09:00)
Leveraging technology to improve forecasting, pipeline management, and resource allocation.
Automating routine tasks for efficiency and scalability.
The Role of Sales and Marketing Alignment (Approx. 00:11:00)
Why sales and marketing collaboration is critical for success.
How technology bridges the gap between these teams.
Key QuotesSean O'Shaughnessey:
“Your journey to 2035 starts right now. By staying on outdated tools, you’re not just behind—you’re making it harder to catch up later.” (Approx. 00:06:06)
Kevin Lawson:
“Technology is now part of the fabric of how we do business. If you want to grow and scale—or even just survive—adopting the right tools is the right battle to fight.” (Approx. 00:02:34)
Sean O'Shaughnessey:
Additional Resources
“Revenue solves all problems in companies, but only if your systems are set up to support it.” (Approx. 00:12:23)McKinsey Report on AI in Business: September 2024 Edition.
HubSpot Marketplace: Tools to integrate CRM with calling apps and social media management platforms.
Ninety.io: Software for tracking KPIs and achieving quarterly goals.
A Significant Actionable Item from this PodcastStart with Your CRM:
Why You Should Listen
Evaluate your current CRM system (or lack thereof) and its integration with other business tools. Focus on centralizing data and enabling seamless communication between teams. This single step can drastically improve productivity, forecasting accuracy, and cross-functional collaboration.This episode of Two Tall Guys Talking Sales is a must-listen for anyone looking to future-proof their business. Kevin and Sean offer practical advice and actionable strategies to help you streamline operations, adopt cutting-edge technologies, and align your team for success. Whether you’re planning for 2025 or 2035, the insights shared in this episode will set you on the path to achieving your goals.
Tune in and discover how to take your sales operations to the next level!
To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=28995327 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 - [email protected] - https://www.linkedin.com/in/soshaughnessey/ -
Happy Thanksgiving! We hope that you have much to be thankful for.
Kevin and Sean -
In this episode of “Two Tall Guys Talking Sales,” Kevin Lawson and Sean O’Shaughnessey dive into the critical tools every modern salesperson needs to thrive. Whether you're equipping yourself in a tech-limited environment or looking to amplify your selling power with affordable tools, Kevin and Sean share practical insights from their decades of experience in sales and technology. This episode is packed with actionable advice for sales professionals looking to streamline their workflows and close deals more efficiently.
Key Topics Discussed[00:01:00] Taking Notes Efficiently: The duo discusses tools like Evernote, OneNote, and even native apps like Notes, emphasizing the importance of accessible, synchronized note-taking for sales success.
[00:03:00] CRM Essentials: Why Outlook or spreadsheets don’t cut it as CRMs and affordable alternatives like HubSpot and Insightly that can transform your sales process.
[00:05:00] Integration is Key: Kevin highlights how integrating tools like email, CRMs, and AI writing assistants such as ChatGPT or Claude can create a seamless selling experience.
[00:07:30] Managing Mileage and Expenses: Sean introduces tools like MileIQ and Expensify to streamline mileage tracking and expense management for busy salespeople.
[00:12:00] Staying Top of Mind: How CRMs help salespeople maintain relationships by tracking the timing and content of client interactions.
Key QuotesKevin [00:05:00]: “Integrate everything. All of your tools should talk to each other—most of that, you’ll find under the marketplace of your CRM.”
Sean [00:04:00]: “Outlook is not a CRM. Gmail is not a CRM. They’re just tools. A true CRM system will help you relate multiple people together at the same company and keep track of your progress.”
Kevin [00:13:30]: “When we write to reconnect, it’s not about us; it’s about them. The fewer times you say ‘I, me, or my’ in an email, the better your message will land.”
Additional ResourcesHubSpot CRM: A free CRM option for individual salespeople to manage contacts and deals.
Insightly CRM: A free CRM option for individual salespeople to manage contacts and deals.
MileIQ: A mileage-tracking app that simplifies expense reporting.
Expensify: A freemium tool to manage receipts and expenses with ease.
ChatGPT and Claude: AI writing tools that improve email and content creation for sales professionals.
Grammarly: An AI-powered writing assistant that enhances communication by providing real-time feedback on grammar, clarity, tone, and style across various platforms and devices.
A Significant Actionable Item from this PodcastBuild your integrated tech stack now. Start by selecting a free CRM like HubSpot or Insightly, then add complementary tools for note-taking, mileage tracking, and email integration. Use AI tools like ChatGPT to refine your communications and ensure every tool in your stack works seamlessly.
SummaryWhether you’re a tech-savvy salesperson or just starting to explore the power of modern tools, this episode offers a roadmap for building an affordable, effective sales tech stack. Kevin and Sean provide real-world examples and practical advice to help you stay organized, build stronger client relationships, and close deals faster. Don’t miss this episode—it could be the catalyst for taking your sales game to the next level. Listen now!
To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=26671639 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/
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Welcome to another compelling episode of Two Tall Guys Talking Sales with hosts Kevin Lawson and Sean O'Shaughnessey! Kevin and Sean dive deep into a central challenge for sales teams: identifying ideal customers and building a robust prospect list. In this episode, they uncover practical strategies, share indispensable tools, and illustrate how a strong grasp of your customer can turn prospects into loyal clients. Whether you’re part of a lean sales team or managing large territories, this episode is loaded with insights to help you grow.
Key Topics DiscussedBuilding Your Prospect List (approx. 2:00): Kevin introduces the concept of creating an ideal prospect list and breaks down the importance of strategic targeting beyond mere proximity or broad industry fit.
Activating and Leveraging Networks (approx. 3:00): Both hosts discuss the value of networking to uncover warm referrals, emphasizing the need to build a customized, one-to-one outreach strategy.
Effective Tools for Targeting Customers (approx. 4:45): Sean and Kevin highlight essential tools like LinkedIn Sales Navigator, KnowledgeNet, and AI-powered tools like Perplexity to streamline the process of finding and qualifying leads.
Understanding the Customer’s Goals and Structure (approx. 7:20): Sean shares a story about understanding internal company dynamics and how knowing a prospect’s structure and goals helps in creating value-oriented solutions.
Actionable Research Insights (approx. 10:15): The duo dives into practical research techniques to understand client organizations and stakeholders, stressing that informed sellers are empowered sellers.
Key Quotes
Kevin: “To build a good prospect list, it doesn’t have to mean endless hours on Google or hundreds of cold calls. With the right tools, you can have a list ready before lunch.” (approx. 5:55)
Sean: “Your job isn’t just to sell a product; it’s to solve a problem. When you start with that goal, the sale becomes almost inevitable.” (approx. 14:40)
Kevin: “Whether you’re a team of one or a team of five, using the tools at hand to maximize your reach and impact makes you competitive.” (approx. 13:00)
Additional Resources
LinkedIn Sales Navigator
KnowledgeNet
Perplexity.ai
A Significant Actionable Item from this PodcastLeverage AI-powered tools to gain deeper insights into target companies and individuals before engaging in outreach. By using resources like Perplexity to understand a client’s structure, goals, and decision-making processes, salespeople can craft highly personalized solutions that add immediate value.
In the episode, Sean challenged people to use Perplexity to research his fellow co-host, Kevin Lawson. Here is that Perplexity search: https://www.perplexity.ai/search/can-you-help-me-with-informati-Hdjvd9OgQTWFXrODrlhHnQ
To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=28995327 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/
In this episode, Kevin and Sean clarify that sales is about more than products—it’s about partnerships. Discover how to empower yourself with the right tools, refine your approach to prospecting, and bring authentic value to each client. Tune in to Two Tall Guys Talking Sales for actionable strategies to transform how you engage, connect, and close. -
In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O'Shaughnessey dive deep into the challenges and strategies of managing large sales territories, especially for teams with fewer than five sellers. Reflecting on their extensive sales careers, they explore the intricacies of balancing time, travel, and targeting the right clients when facing expansive regions. Kevin and Sean share actionable insights on refining the ideal client profile (ICP) and discuss how small business owners and sales leaders can make intentional, high-impact decisions in their outreach efforts. Tune in to discover effective approaches to optimizing sales territories and maximizing limited resources to achieve sustainable growth in the new year.
Key Topics DiscussedThe Impact of Large Sales Territories on Small Teams (00:01:38): Kevin and Sean discuss the demands of covering extensive sales regions, whether a few states or half the country and why focus and territory management are crucial for smaller sales teams.
The Importance of Ideal Client Profiles (00:04:57): Sean explains how understanding and refining your ICP can simplify prospecting, ensure each lead mirrors your most valuable clients, and avoid wasted effort on non-ideal targets.
Leveraging Top Clients for Networking and Referrals (00:09:03): Sean and Kevin emphasize the value of networking over cold prospecting, suggesting that current clients can provide introductions and case studies that open doors to similar high-potential accounts.
Using Personas to Deepen Client Relationships (00:11:00): Kevin discusses how personas complement the ICP by focusing on individual motivators, ensuring sellers speak directly to what matters most to each prospect.
Strategic Territory Planning for the Coming Year (00:12:59): The hosts explain how to plan for realistic, growth-oriented targets and advise on which regions and clients to prioritize based on resources and client potential.
Key QuotesKevin Lawson (00:05:34): "When you have less than five sellers on your team, your ideal client profile becomes really, really important… Look at your prospect list and ask yourself: do they fit my ICP? It’s something you can do today, quickly."
Sean O'Shaughnessey (00:10:48): "If you have the world as your territory…your quota needs to be based on how many people you can actually see and deal with—not on everyone who could theoretically buy your product."
Kevin Lawson (00:11:18): "Ask yourself this: how does your ideal client persona earn a bonus? If your product doesn’t align with what matters to them, you’re likely speaking to the wrong person."
A Significant Actionable Item from this Podcast
Refine Your Ideal Client Profile and Persona Today: Identify your top 10 favorite customers and analyze their shared traits. Compare these traits to your current prospect list, removing prospects that don’t align with your top client characteristics. This simple but powerful action helps ensure you’re spending time on prospects more likely to become valuable clients.
To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=26671639 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/
Closing Summary:
As you prepare for the upcoming year, Kevin and Sean's conversation provides invaluable advice for small sales teams navigating large territories. Whether you're a business owner, a solo seller, or a sales leader with a lean team, this episode reveals practical tactics for honing in on your ideal client profile, leveraging client relationships, and maximizing the impact of each sales call. Dive in to learn how to set your sales strategy up for success, and walk away with actionable tips you can implement immediately. Listen now and take your sales approach to new heights with Two Tall Guys Talking Sales! -
In this episode of “Two Tall Guys Talking Sales,” hosts Kevin Lawson and Sean O'Shaughnessey dive into the unique challenges and opportunities of hiring your second salesperson. Many small business owners face a pivotal moment when they bring on a sales team member who may know the company but not the ins and outs of professional selling. Join Kevin and Sean as they explore how to make the first and second salespeople truly effective, how to ramp up revenue, and how to know when it's time to expand your sales team. Packed with actionable insights, this episode is a roadmap for business leaders looking to maximize their early sales hires and foster sustainable growth.
Key Topics Discussed:
The First Sales Hire: Opportunity or Risk? - Sean and Kevin discuss the challenges owners face when hiring a single salesperson who may lack deep sales expertise (00:00:17).
How to Make Your Second Sales Hire Successful - Kevin emphasizes the importance of a structured onboarding process focused on accountability, consistent communication, and setting measurable outcomes for new hires (00:02:24).
The Power of Accountability and Communication - Kevin and Sean lay out practical steps for holding a first salesperson accountable and how to provide actionable, regular feedback for improved performance (00:04:00).
Setting Success Metrics and Revenue Goals - Sean covers the critical role of defining success metrics and how to know when it's time to hire a second salesperson or replace your current one (00:06:31).
Shortening the Sales Ramp-Up Time - Kevin challenges the assumption that onboarding takes years, urging owners to implement processes that cut onboarding from years to months (00:10:00).
Revenue Abundance Mindset - Sean closes with a motivational segment about the abundance of revenue potential in every industry, stressing the importance of targeting the ideal client profile (00:12:23).
Key Quotes:
Kevin: “The ‘how’ question is so important. How do we get someone into our organization in a way where they feel valued, are producing value, and we can all measure and feel the growth of that value throughout the organization?” (00:02:39)
Sean: “If you're concerned that the salesperson is successful, but you’re not quite there, start by pushing two numbers—closing deals faster or bringing in more revenue per deal.” (00:07:55)
Kevin: “We need you as an owner to set a goal for yourself that this year, this next 12 months, you’re going to reduce the ramp time to one year. And in three years, we’re going from a two-year ramp to a 90-day ramp.” (00:10:24)
Sean: “There’s an abundance of people out there who want to buy your product and who have problems you can solve. Go after your ideal client profile, help them achieve their goals, and you will find more revenue than you ever imagined.” (00:14:23)
Additional Resources:
Sean’s Book - Eliminate Your Competition - Referenced as a comprehensive guide for building sales plans. Available for purchase on major book retailers’ websites. https://amzn.to/2K37ugx
A Significant Actionable Item from this Podcast:
Set Regular Checkpoints for New Sales Hires - Create a structured, regular feedback and accountability process for any new salesperson. Schedule weekly check-ins to evaluate progress on specific metrics such as speed of closing deals and revenue per deal. Adjust goals as needed to encourage growth and provide timely support.
Summary: Whether you’re just starting to build your sales team or looking to improve your existing process, this episode of “Two Tall Guys Talking Sales” with Kevin Lawson and Sean O'Shaughnessey offers practical advice to drive real change. They dive deep into how to turn your first and second salesperson into a powerhouse by fostering accountability, clear communication, and a strategic growth mindset. Subscribe now and get ready to learn from the experts how to structure, support, and scale your sales efforts—taking your business to new heights.
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In this episode, hosts Kevin Lawson and Sean O'Shaughnessey, take listeners on a journey to understand the power of non-sales roles in supporting a sales-centric culture. Expanding on prior discussions about sales planning and execution, they explore how professionals outside the sales department—think programmers, customer service reps, delivery drivers, and even truckers—can play a pivotal role in enhancing client satisfaction and identifying new opportunities. Kevin and Sean dive into practical steps sales leaders can take to foster a collaborative environment where everyone contributes to sales success, making this an unmissable episode for business leaders, sales professionals, and anyone looking to understand the value of cross-functional synergy in achieving enterprise growth.
Key Topics Discussed
The Sales Quadrant Framework [00:01:00]: Kevin and Sean introduce a framework for effective sales planning, dividing it into four quadrants: Strategy, Process, People, and KPIs. This framework guides leaders on fostering a holistic sales ecosystem.
Sales for Non-Salespeople: Defining the Role [00:01:40]: The hosts discuss how non-sales team members, from programmers to quality agents, can pass along valuable customer insights without selling directly. It’s about listening and relaying information to sales, not cold calls or quotas.
Leveraging Customer Interactions for Insight [00:03:14]: Sean shares a vivid example from his software background, where consultants gathering customer feedback created substantial upsell opportunities. He emphasizes the value of customer-facing team members in providing sales with a view from the trenches.
Building Relationships Across Teams [00:07:00]: Kevin discusses strategies to align cross-functional team goals with sales objectives, creating a supportive network that encourages the entire team to spot potential sales opportunities.
The Importance of Gratitude and Recognition [00:12:07]: Sean underscores the value of acknowledging and thanking team members who help sales, reinforcing their role in supporting company-wide goals and deepening relationships across departments.
Key Quotes
Kevin Lawson: “We're not asking non-salespeople to sell, but we are asking them to raise their hand when they see something we might need to know about to help our customers better.” [00:01:59]
Sean O'Shaughnessey: “In every company, people need help achieving their goals. And often, the folks who see where we can help the most aren’t in the sales department—they’re on the front lines, interacting with customers daily.” [00:04:11]
Kevin Lawson: “Be a better person in business. Support your teammates, your vendors, and your community, and that support will circle back, lifting everyone’s success.” [00:14:04]
Sean O'Shaughnessey: “A simple ‘thank you’ can be the most valuable recognition, and it builds bridges with your team. Make it a habit.” [00:12:46]
A Significant Actionable Item from this PodcastEmpower Non-Sales Team Members to Listen for Opportunities
Sales leaders should hold short training sessions or casual discussions with non-sales staff, educating them on key signals that may indicate an opportunity. Encourage these team members to feel comfortable sharing insights with sales and clarify that they won’t be pressured to sell—just to observe and communicate.Summary: This Two Tall Guys Talking Sales episode delivers essential insights for any sales-driven organization. Kevin and Sean emphasize the untapped potential within non-sales teams, showing how they can indirectly yet powerfully support sales efforts by sharing customer feedback and needs. With practical strategies for fostering collaboration and recognizing the contributions of non-sales staff, this episode is a must-listen for sales leaders looking to unlock every possible avenue of client satisfaction and revenue growth. Tune in and discover how even a small tweak in team communication can significantly impact your bottom line.
To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment:
https://salesxceleration.com/sales-agility-assessment/?locationid=26671639
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/
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Welcome back to Two Tall Guys Talking Sales! In this episode, hosts Kevin Lawson and Sean O'Shaughnessey dive deep into the nuts and bolts of individual sales planning. This conversation moves beyond just hitting quotas—it’s about creating a personal strategy that drives you toward success. Whether you’re starting fresh in a new fiscal year or planning for growth, Kevin and Sean have you covered with actionable advice, real-world examples, and inspiration for developing your own winning sales plan. Get ready to sharpen your tools and plan to exceed your quota!
Key Topics Discussed
Building Your Sales Plan (2:00): Sean breaks down the critical elements of creating your personal sales plan, including setting a quota, calculating the number of deals you need to close, and how to push yourself beyond expectations.
Analyzing Your Existing Customer Base (4:10): Kevin emphasizes the importance of understanding your existing customers, maintaining relationships, and strategically growing accounts that can carry you through the year.
Knowing Your Competitors and Market (6:30): Both hosts discuss the significance of competitor analysis and knowing your market, down to the behaviors and needs of your customers.
Planning for New Accounts (9:00): Sean challenges listeners to add new accounts to their plan and start treating those prospective clients like they are essential to your financial future.
Collaborating with Marketing (11:00): Sean and Kevin stress the importance of working hand-in-hand with your marketing team to fill the gaps in your sales plan and generate quality leads.
Key Quotes
Sean (2:50): “If you’re supposed to do 50 deals to hit your million-dollar quota, guess what? You have to do 60. We’re going over quota—no excuses!”
Kevin (4:40): “Am I taking care of the customers that I know I should be taking care of? Yes or no. It’s really straightforward.”
Kevin (5:50): “Know who your competitors are, and know who you want to do business with. Don’t just rely on marketing to tell you—figure it out for yourself.”
Sean (9:55): “You need to think of these prospective accounts as your best friends. If they are important to your success, know everything about them.”
Additional ResourcesIf you missed last week’s episode on Building a Sales Plan That Works: Aligning Vision with Execution, go back and listen for an in-depth look at building sales strategies from a leadership perspective. https://sites.libsyn.com/458454/site/building-a-sales-plan-that-works-aligning-vision-with-execution
A Significant Actionable Item from this PodcastIdentify 20 new accounts you do not currently have a relationship with and begin learning everything about them—competitors, pain points, goals, and market behaviors. Integrating these targets into your sales plan today can set you up for growth and success as early as January.
Summary
This episode of Two Tall Guys Talking Sales is packed with valuable insights for every sales professional looking to take control of their personal sales plan. Kevin and Sean encourage you to meet your quota and exceed it by going the extra mile—analyzing existing customers, targeting new ones, understanding your competitors, and working closely with marketing to generate leads. Whether you’re an individual salesperson or a sales leader, this conversation will leave you energized and ready to tackle the coming months with a winning strategy. Don't miss this episode!
To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=28995327 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/
- Visa fler
