No more Joey BagaDonuts

Posted by Jack Derby, Head Coach on Wed, May 27, 2020

When I first began as a rookie salesperson, I had just been promoted to be president of the medtech company where I had moved up through the ranks from manufacturing and engineering and then to the corner office.  I had never sold anything and had zero understanding of what marketing did other than knowing they spent a ton of money on trade shows, conferences and producing whitepapers.  The second week into the job, our number two sales guy, Alan, showed up in my office and suggested that we take a sales trip together to his largest hospital in NYC.  A great guy...strong numbers, very affable, bright-but in a folksy kind of way- and a very hard worker.   I still remember that first call:

 

#1 lesson from Alan was to dress down from the plaid suit.  😎
#2 was to go in the hospital on the 2nd shift since it was less hectic and quieter. 
#3 was to bring a box of donuts to the nurses since they knew what was really going on.
#4 was to understand that knowledge was power, and the currency was just being human.

 

Today, we would term that process a "Discovery Call", and we would put it into the second step in our sales process funnel and allocate specific tools and checklists to the Discovery call wrapping all of that up in Hubspot CRM technology that would automatically remind us in three days after the call with follow up tasks and templates to complete.  Yes, it's mechanical, efficient, and highly disciplined, and, yes, it's not very human by itself, but it works.  The secret to successful sales is to add personality and trust to any sales process that's full of steps and metrics. 

 

Which is better-sales process or the human touch?

Alan was just a superb salesguy!  Always #1 or #2 in a team of 50 plus salespeople.  He had a superb memory and a built-in innate ability to drive sales "The Alan Way", and as a result he had his own process down to a science.  That's the good news. 

The unsettling news was that no one else could sell "The Alan Way" since his process came down to style on the attributes side of things and his own selling skills on the process side of the equation.  Plus, although he had a huge geographic territory, he only focused his time in the density of two very concentrated cities and then further pinpointed those to the specific hospitals where he knew exactly what was going to happen in in terms of replacement products given his closeness to the nurses using donuts as his currency   The bottom line in his "Streets-not-States" strategy was that by focusing on only 5% of the available hospitals in his entire geography, he always got to whatever the bonus number was above 100% of his quota. 

The majority of us are not Alan, nor do we have his discipline, so people like me need to "resort" to our "Process & Tools & Technology & People" solution to make sure that nothing falls through the cracks...and because I just don't the whole Joey BagaDonuts approach. 

The Joeys who are still in the sales game also do not have the skills or the style that Alan had...all they have are the donuts.  As a result, they rely on stupid and affrontive emails like this one below that I just received yesterday:  
Hello Mr. Derby,   I hope you're having a great Tuesday.
My name is xxx xxx, and I'm the CEO at xxx.  We are a new member of xxx. While browsing the member directory I came across your profile highlighting your company and wanted to make a brief introduction about our solutions.  We are a cost reduction and profit improvement company. We have had significant success working with venture capital, investment banking firms, private equity groups, and consulting firms seeking to create equity value within their portfolios or for their clients.  Attached are a few case studies of those successes. After doing some research, I'm interested in finding out more about your company. I look forward to hearing from you.

That's definitely a Joey BagaDonuts email, but unfortunately it came without the donuts! 

Just another example of a worthless marketing and a sales approach so bad, that I just had to blog about it this morning.  Messaging like this is especially affrontive now in this time of chaos when it's even more critical for all of us to focus on what it takes to provide true customer value while never using the words, "trust me on this!"

Right now, all of us are trying to figure out what the new rules for both Sales and for Marketing will be for whatever the new normal will be in 2021. 

  • Today, there is no new normal, just 60-day sales tactics focused on survival. 
  • First, we need to hit this month's number on Friday.
  • Second, we need to get to July 4th and then take a long weekend-breather.
  • Third, only then can we spend time figuring out what it takes to get to Labor Day. 
  • Around that time, we should then know enough to begin to write the new rules for 2021. 

Have a great day selling today, tomorrow and Friday!

TUFTS FALL SEMESTER MARKETING PROJECTS

At Tufts where I'm a professor teaching Marketing in the Entrepreneurship Center, I am now actively looking for marketing projects for the fall semester. Yes, we will be teaching in the fall with a blended mix of video and visual content, distance learning and F2F-socially-distanced mechanics.  All safe-all the time!

The manner in which I teach is based on my practice of "Content in Context", where I and my guest lecturers provide the clinical teaching content and the real-life experience which is then taught within the structure of six teams of juniors and seniors delivering fully developed marketing plans to their host companies at the end of the semester.  The companies range from established startups with revenue to mid-size corporations.  The projects are often full marketing plans for the company or a marketing plan for the launch of a new product or service.

The results over the years have been just excellent both for the students and for their companies, and, for a couple of reasons, this semester's results were the best ever...just over the top.  Right now, I'm taking applications for next fall's course, so if you're interested, just connect with me by email at jack@derbymanagement.com, and I will set up a quick call to review the logistics with you and send you an outline of the program.  All of the applications need to be in no later than June 19th.  The syllabus and the projects go out to the students on July 5th.    

 

If at any time, you have a need for a confidential sounding board management coaching or for Sales or Marketing stuff, just connect with me at any time.  Text or email me, and I will quickly set up a call.  I'm a pretty good listener.  Obviously, no cost, just an opportunity to listen intently and make a few recommendations based on decades of experience.

Be safe, be positive and enjoy today and have a great Memorial Day Weekend!

 

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Tags: sales productivity, Sales Optimization, Sales Best Practices, Sales Management Best Practices, sales and marketing best practices, sales management coach, sales effectiveness, Sales quota, best sales practices;, Sales Leadership in the Revolution, 2020 sales plans

Gold-Silver-Bronze...How's Your Sales Team Doing for Medals?

Nothing is more exciting for me than watching the Olympics, and the U.S. Women's Hockey Team taking the gold last night in a decisive win over Canada was one of the huge highlights of this very exciting winter's games !  

  • Superb conditioning on the part of every player !
  • Mental toughness all around !
  • Highly skilled and practiced plays !
  • Just superb athletes in everyone on the team !

I'm a long time snowboarder and have been riding for almost 25 years with countless years attending the U.S. Open at Stratton watching Olympic champs Shaun White and Lindsey Jacobellis walk away with gold medals there and at the Olympics.  Last week's snowboarding medals by Chloe Kim, Jamie Anderson, Red Gerard, and the ageless Shaun White just proved once again that.....

To win in any sport, and in any sales activity, medal performance always, always comes down to the basics of...

1.  Consistent training...and more training

2.  Certification that the training was done correctly

3.  Mental conditioning and then...even more training

 

Sounds pretty basic, and it is. 

Actually, there should be no difference in how we assess our professional athletes on our own sales teams when comparing our players to the athletes at the Olympics or in any professional sport.  Once we start to think differently, that's the point at which we take ourselves out of the race to get to the Olympics and become medal winners.  "Pretty Good" or "Good Enough" B players are just that... "not good enough" if you're planning to consistently be on the podium at the end of any quarter.

Homework to do

This weekend, come up with a numeric rating system against your top three sales metrics.  You probably have already done weighting factors of revenue, gross margin, monthly or annual subscription values, and bookings.  Now rank all of your salespeople in the categories of Gold, Silver and Bronze.  There will definitely  be a couple of players who, given the fact that they are new to the company, are still on the development team, but they can also be ranked once they're past the three month curve. 
Do this ranking separately for every gradation of salespeople that you have whether they are hunters, account managers, farmers or BDRs.  
So far, easy homework to do, and don't overthink this...just Gold, Silver and Bronze.

Now the Question

The question now is for you to figure out where you should be spending your own time as a Player-Coach?  Since all time is finite, and, most probably you're already spending 60-75 hours a week both managing and selling, the question that needs to be asked and definitevely answered in numbers of hours/week is where should you be spending your coaching time with your athletes.

1.  Do you spend the majority of your time with your Gold players (the top 20%) and train and motivate them to increase their current performance another 15%?

2.  Do you limit your time with your Gold players and pump that time into increased training, more practices and one-on-one motivational time with your Silver medalists (the average and above average 60%)?

3. Just what are you planning to do with your bottom 20%...and when are you going to take specific action?  It's also time to make those decisions.  

I know what I always do, and I'll be happy to share that in next week's blog, or you can just email me in the meantime, and we can schedule a call. 

But, much more importantly, I would really like you to express in the comments section how you carve up your work time and where would you allocate your coaching time from now through June...clearly the most important sales period of the year?  It would be very important, given your experience, if you were to share where and how you allocate your time with the rest of our readers.    Just a simple note in "comments" would be important for all of us since peer learning in the world of Sales is always the most impactful.

  • Whatever training and planning against the tactical playbook that you write now and then actually occurs between March and June will determine the course and speed for the balance of your quota year. 
  • This period of four months is simply a lot of actual time-about 80 work days, and if that time is used wisely and is formally balanced between both playing the game and training to play the game, you will find that there is a very impactful ROI on that investment in time that will occur over the period of the summer when you will need it most. 

Have a great day selling today, and raise a glass tonight the Women's Hockey Team...and all of the other superb medal winners...all sports, all countries! 

   

Coach & Advisor to Derby Management
Director, Entrepreneurial Studies, Tufts University
Cummings Professor of Entrepreneurship

 

 


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Tags: Sales Leadership in the Revolution, sales leadership, entrepreneurship, Making Tough Choices, jack derby professor at Tufts, sales management productivity, sales effectivness, sales plans for 2018

Are You an Effective Leader?  How Do You Measure Up to These 3 Ideas?

Posted by Jack Derby, Head Coach on Fri, Feb 19, 2016

 So, what does it mean to be a leader?  

Countless books and blogs consume oceans of silicon in attempting to define sales leadership, giving point-by-point tactics and hundreds of how-to's, and yet the issue of leadership often comes down to, "I know it when I see it".  

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Tags: sales productivity, sales, sales management, sales management coach, Sales Leadership in the Revolution

Revolutions...and Sales

Posted by Jack Derby, Head Coach on Thu, Jul 16, 2015

July 4, 1776.

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Tags: Sales Leadership in the Revolution