- Yeah, I need studio pants with pads
or I could wear biker shorts and then it
would be kind of like a mullet.
It would be business up top and party on the bottom.
I don't know.
Need something, something.
It hurts. It hurts.
(upbeat music)
How to build a world class sales team.
And to this video I'm gonna share with you guys
the way I think about sales and the sales process
and how to understand where customers come
in their experience to first talking to somebody
and then eventually maybe a sales person.
And then account manager once they become a customer
because you know when I was you know
trying to understand and build my sales team at Flowtown,
I didn't understand that there's actually different types
of roles within a sales organization.
You know and recently I was talking
to one of my good friends and he
had hired a sales person and he's all proud
and he's like "Yeah, I got my first sales person"
and I was like, "Well how's he doing?"
and he goes, "Well it's kind of weird
"because it seems like all he's doing is taking orders."
And I was like, "What do you mean?"
and he goes "Well, we just had so many people
"calling the business and I needed somebody
"to deal with the potential opportunities
"so I just started routing to the sales person."
I'm like, alright so you're essentially
paying the guy base commission or base salary
then a commission on the sales,
but he's not selling you're actually
letting him answer the phone of inbound leads.
He's like yeah that doesn't sound right.
No, that would be the most awesomest sales job in the world
where you have to do no work and essentially
just go yeah, what do you want?
Boom, done.
Order taken. Order taken.
Just good to go.
What I'm gonna share with you guys instead
is a different way to think about the sales team
and the structure.
Number one is you need an inbound sales person.
Any marketing you do, I call it demand marketing.
Any demand of your product, leads come in,
that's your inbound sales.
Kind of like your qualifier.
They look at all the opportunities.
They talk to the customers, first level filters.
Do they have a need?
Do they have the budget?
Is this something that you think
that your product can solve?
It's really the first levels qualifiers.
That's inbound.
In the same level underneath that you have outbound.
These people, you know the inbound
take all the inbound leads that come from your marketing.
The outbound are actually strategic in saying
okay, who is our ideal customer?
Where do they potentially spend time?
How do I build the lead list?
How do I reach out to them?
Through email marketing, through phone calls
to build more demand.
So that's outbound.
Those two people, those two roles,
those two sections in your sales team,
they're all about qualifying.
There's opportunities both outbound, inbound
and they qualify.
Once there's a qualified opportunity
that kicks over to the sales executive.
The sales executive's job is really,
I like to call it hunt and kill.
Like sales people
they're not typically, like they're usually like
you know, they're open, they're cool,
they're fun to talk to, but they're sales people.
They eat what they kill.
Meaning that they get the sale.
They get the contract signed and they pass it over.
They function really well in that role.
It doesn't mean they're savage by any means.
It doesn't mean that they're not people that care
about your customers, it's just you need to treat them
or give them the opportunity to do that
so that they can excel.
Right, because they have targets, they've got quotas,
they've got accelerators that they want to hit.
You need to set them up for success.
So once those leads come in and they're qualified
they become opportunities.
The role of a sales executive is to take the opportunities
and turn them into sales.
Once somebody becomes a customer,
then the sales person hands that off to the fourth role
in your sales and this is still sales, your account manager.
Okay, account manager, account exec,
whatever you wanna call them.
Sometimes people call them project managers.
Their job, if the first two are qualifying,
and the second one is closing,
the third one is farming.
Once somebody becomes a customer
that account exec makes sure that they get deployed.
It's like customer success that you want
to make sure the product, the solution, the service,
meets and delivers on what they expect
that promise that you made.
But really it's looking for new opportunities.
That's why I call them farmers.
Because they're saying okay, you bought this
but maybe you need to expand into these other features.
You hired us to do this project
but there's these other three areas
that we think we can serve you as well.
And they're looking for expansion revenue.
New opportunities within the customer base.
That's the way I think about the sales model
for really any business.
From service businesses to product businesses
to e-commerce is you have people that are dealing
with inbound and outbound, their qualifiers,
then they roll into a sales executive
and their opportunities that are qualified.
Sales executive moves those to a customer sale
and once you become a customer then you move them
to your account executive and that person's job
is to understand the deep needs of that customer
and see if there's opportunities to farm new revenue.
If you think about your business, okay
you might be doing all four today.
And that's cool and that's usually the way it works
but once you feel like maybe you're doing more
than 20 or 30 percent of your time on a specific role
that's your opportunity to hire somebody
to just do the inbound opportunity assessment
or outbound sales or just the sales process itself
and you keep doing the account manager
and eventually you'll back hire into those four roles.
That is the strategy to build a killer sales team.
Now I want to ask from you do you have a sales team?
Below in the comments let me know,
do you have a sales team?
And if you do today how is it structured?
And where do you see the opportunity
based on the strategy I just shared with you
to improve that sales process?
Leave a comment.
I'd love to hear from you.
And as per usual I want to challenge you
to live a bigger life and a bigger business
and I'll see you next week.
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