Dan Martell - November 07, 2016


How To Build a World Class Sales Team

Hosted by
Dan Martell
How To Create a Simple Financial Model For Your Business How To Shoot a Customer Re-Engagement Video

Episode Stats


Length

5 minutes

Words per minute

209.25

Word count

1,192

Sentence count

59

Harmful content

Misogyny

1

sentences flagged


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

In this episode, I talk about how to build a world class sales team and how to structure your sales team so that you have the best possible team in your organization. In order to have a top-notch sales team, you need to understand where your customers come, how they come, and what they need in order to get the most out of your team.

Transcript

Transcript generated with Whisper (turbo).
Misogyny classifications generated with MilaNLProc/bert-base-uncased-ear-misogyny .
Hosts, guests, and mentioned names generated with spaCy (en_core_web_sm), reconciled against Wikidata.
00:00:00.120 Yeah, I need studio pants with pads
00:00:02.560 or I could wear biker shorts
00:00:04.240 and then it would be kind of like a mullet.
00:00:06.120 It would be business up top and party on the bottom.
00:00:09.240 I don't know.
00:00:10.080 Need something, something.
00:00:11.160 It's, it's, it hurts.
00:00:12.880 It hurts.
00:00:20.920 How to build a world-class sales team.
00:00:23.240 In this video, I'm gonna share with you guys
00:00:25.560 the way I think about sales and the sales process
00:00:29.040 how to understand where customers come
00:00:30.760 and their experience to first talking to somebody
00:00:33.420 and then eventually maybe a salesperson
00:00:35.020 and an account manager once they become a customer
00:00:37.320 because, you know, when I was, you know,
00:00:39.780 trying to understand and build my sales team at Flowtown,
00:00:42.600 I didn't understand that there's actually
00:00:44.080 different types of roles within a sales organization,
00:00:46.760 you know, and recently I was talking
00:00:47.780 to one of my good friends
00:00:48.660 and he had hired a salesperson.
00:00:50.420 He was all proud and he's like,
00:00:51.400 yeah, I got my first salesperson
00:00:52.580 and I was like, well, how's he doing?
00:00:54.180 He goes, well, it's kind of weird
00:00:55.440 because it seems like all he's doing is taking orders
00:00:57.740 and I was like, what do you mean?
00:00:58.640 He goes, well, we just had so many people
00:01:01.220 call in the business and I needed somebody
00:01:03.240 to deal with the potential opportunities
00:01:05.860 so I just started rounding to the salesperson.
00:01:07.600 I'm like, all right, so you're essentially
00:01:09.200 paying the guy a base commission, or base salary,
00:01:11.960 then a commission on the sales, but he's not selling.
00:01:15.080 You're actually letting him answer
00:01:16.860 the phone of inbound leads.
00:01:18.020 He's like, yeah, that doesn't sound right.
00:01:20.260 No, that would be the most awesomest sales job
00:01:23.220 in the world where you have to do no work
00:01:24.840 and essentially just go, yeah, what do you want?
00:01:26.420 Boom, done, order taken, order taken.
00:01:28.580 Just good to go.
00:01:29.520 What I'm gonna share with you guys instead
00:01:31.460 is a different way to think about the sales team
00:01:33.820 and the structure.
00:01:34.680 Number one is you need an inbound sales person.
00:01:38.560 Any marketing you do, I call it demand marketing,
00:01:41.160 any demand of your product, leads come in,
00:01:44.300 that's your inbound sales, kind of like your qualifier.
00:01:47.800 They look at all the opportunities,
00:01:49.360 they talk to the customer, it's first level filters.
00:01:51.600 Do they have a need?
00:01:52.840 Do they have the budget?
00:01:54.640 Is this something that you think
00:01:56.540 that your product can solve?
00:01:57.780 It's really the first level is qualifiers.
00:01:59.540 That's inbound.
00:02:00.640 In the same level, underneath that, you have outbound.
00:02:03.080 These people, you know, the inbound take
00:02:05.060 all the inbound leads that come from your marketing.
00:02:06.900 The outbound are actually strategic in saying,
00:02:09.340 okay, who is our ideal customer?
00:02:11.440 Where do they potentially spend time?
00:02:13.500 How do I build the lead list?
00:02:14.780 How do I reach out to them through email marketing,
00:02:17.000 through phone calls, to build more demand.
00:02:19.740 So that's outbound.
00:02:20.580 Those two people, those two roles,
00:02:22.460 those two sections in your sales team,
00:02:24.760 they're all about qualifying.
00:02:27.000 There's opportunities, both outbound, inbound,
00:02:29.100 and they qualify.
00:02:30.220 Once there's a qualified opportunity,
00:02:31.900 that kicks over to the sales executive.
00:02:34.360 The sales executive's job is really,
00:02:36.240 I like to call it hunt and kill.
00:02:37.560 Like salespeople, they're not typically,
00:02:41.120 like they're usually like, you know,
00:02:42.880 they're open, they're cool, they're fun to talk to,
00:02:45.560 but they're salespeople. 1.00
00:02:47.420 They eat what they kill, meaning that they get the sale,
00:02:50.860 they get the contract signed, and they pass it over.
00:02:53.600 They function really well in that role.
00:02:56.040 It doesn't mean they're savage by any means.
00:02:58.180 It doesn't mean that they're not people
00:02:59.700 that care about your customers.
00:03:01.080 It's just you need to treat them
00:03:02.760 or give them the opportunity to do that
00:03:04.800 so that they can excel, right?
00:03:06.560 Because they have targets, they've got quotas,
00:03:08.340 they've got accelerators that they wanna hit.
00:03:10.460 You need to set them up for success.
00:03:12.060 So once those leads come in and they're qualified,
00:03:14.040 they become opportunities.
00:03:15.300 The role of a sales executive is to take the opportunities
00:03:17.800 and turn them into sales.
00:03:18.900 Once somebody becomes a customer,
00:03:20.860 then the salesperson hands that off to the fourth role
00:03:23.520 in your sales, and this is still sales,
00:03:25.280 your account manager, okay?
00:03:27.540 Account manager, account exec, whatever you want to call them.
00:03:29.520 Sometimes people call them project managers.
00:03:31.820 Their job, if the first two are qualifying,
00:03:34.900 the second one is closing, the third one is farming.
00:03:37.920 Once somebody becomes a customer,
00:03:39.720 that account exec makes sure they get deployed.
00:03:41.600 It's like customer success, that you want to make sure
00:03:43.400 the product, the solution, the service meets
00:03:45.400 and delivers on what they expect,
00:03:47.640 that promise that you made.
00:03:49.040 But really, it's looking for new opportunities.
00:03:51.100 That's why I call them farmers, because they're saying,
00:03:52.900 okay, you know, you bought this,
00:03:54.640 but maybe you need to expand into these other features.
00:03:56.840 You hired us to do this project,
00:03:59.500 but there's these other three areas
00:04:00.900 that we think we can serve you as well.
00:04:02.600 And they're looking for expansion revenue,
00:04:04.740 new opportunities within the customer base.
00:04:07.120 That's the way I think about the sales model
00:04:09.820 for really any business, from service businesses
00:04:11.920 to product businesses to e-commerce,
00:04:14.320 is you have people that are dealing with inbound
00:04:17.020 and outbound, they're qualifiers,
00:04:18.760 then they roll into a sales executive
00:04:21.260 and there are opportunities that are qualified.
00:04:23.220 Sales executive moves those to a customer sale.
00:04:26.000 Then once you become a customer,
00:04:27.540 then you move them to your account executive
00:04:29.640 and that person's job is to understand
00:04:31.260 the deep needs of that customer
00:04:32.940 and see if there's opportunities to farm new revenue.
00:04:35.840 If you think about your business, okay,
00:04:37.680 you might be doing all four today.
00:04:40.020 And that's cool and that's usually the way it works
00:04:41.720 but once you feel like maybe you're doing
00:04:44.020 more than 20 or 30% of your time on a specific role,
00:04:47.120 that's your opportunity to hire somebody
00:04:49.080 to just do the inbound opportunity assessment
00:04:52.580 or outbound sales or just the sales process itself
00:04:56.420 and you keep doing the account manager
00:04:57.840 and eventually you'll back hire into those four roles.
00:05:00.780 That is the strategy to build a killer sales team.
00:05:04.220 Now I wanna ask from you, do you have a sales team?
00:05:07.080 Below in the comments, let me know.
00:05:08.500 Do you have a sales team and if you do today,
00:05:10.020 how is it structured and where do you see the opportunity
00:05:13.060 based on the strategy I'd just share with you
00:05:14.660 to improve that sales process?
00:05:16.220 Leave a comment, I'd love to hear from you.
00:05:18.240 And as per usual, I wanna challenge you
00:05:19.680 to live a bigger life and a bigger business,
00:05:21.580 and I'll see you next week.
00:05:22.580 If you like this video, be sure to subscribe to my channel
00:05:25.480 to receive other tips on how to start and grow your business.
00:05:27.820 I'd also encourage you to join my newsletter
00:05:30.060 where I send out invites to exclusive events,
00:05:32.420 free training videos, and other community contests.
00:05:35.360 And if you're ready to get going,
00:05:36.720 check out these couple videos I got queued up for you.
00:05:39.120 Hope you're having an incredible day,
00:05:40.400 and I'll see you next week.