How I Built A 20+ Sales Team [The Process]
Summary
TLDRThe speaker introduces the 'Closer Framework' for effective sales management, dividing it into two parts: managing sales conversations and team management. The framework emphasizes asking clarifying questions, identifying problems, addressing past pain, selling solutions with illustrative stories, and overcoming objections. For team management, the speaker suggests recording calls for compliance and accountability, maintaining communication through daily huddles and one-on-ones, cutting the bottom performers to boost productivity, and fostering healthy competition with leaderboards and team-based incentives.
Takeaways
- 📈 The Closer Framework is a method to manage sales conversations and teams for consistent results.
- 🔍 The framework is divided into two parts: managing the sales conversation and managing the sales team.
- 🙌 The first part focuses on a five-step process: Clarify, Label, Overview, Sell, and Explain away concerns.
- 🗣️ Clarify the customer's reason for the interaction and their goals to set the stage for the sales conversation.
- 🔑 Label the customer's problem by summarizing their issues to establish a clear understanding of their needs.
- 🤔 Overview the customer's past attempts to solve their problem to identify why previous solutions failed.
- 🛍️ Sell by using three illustrative stories to connect with the customer's needs and explain the benefits of the product or service.
- 🚫 Explain away concerns by addressing potential objections and providing solutions to overcome them.
- 🏆 The second part of the framework involves managing the sales team with strategies like call recordings, communication, cutting the bottom performers, and fostering competition.
- 🎙️ Call recordings are crucial for compliance, accountability, and as a tool for training and improvement.
- 📆 Establish a communication cadence with daily huddles, weekly one-on-ones, and regular check-ins to keep the team aligned and motivated.
- ✂️ Regularly cut the bottom 10% of underperforming salespeople to boost overall team productivity.
- 🥇 Foster healthy competition among the sales team with leaderboards, notifications, and team-based incentives to drive performance.
Q & A
What is the main topic of the speaker's talk?
-The main topic of the speaker's talk is the 'Closer Framework,' which is a method to manage sales conversations and sales teams for consistent monthly sales.
What are the two halves of the 'Closer Framework'?
-The two halves of the 'Closer Framework' are managing the sales conversation effectively and managing the sales team to ensure consistent sales.
Why is it important to have questions instead of statements in the sales framework?
-Questions are important in the sales framework because they allow the customer to engage in the conversation, pause, think, and ask further questions without needing to read paragraphs of information.
What does the speaker suggest as the first step in the sales conversation?
-The first step in the sales conversation, according to the speaker, is to clarify why the person is there and what their goals are.
What is the purpose of labeling the customer with a problem during the sales conversation?
-Labeling the customer with a problem helps to identify and acknowledge the specific issue they are facing, which the salesperson can then address with a solution.
What is the 'pain cycle' mentioned in the script?
-The 'pain cycle' refers to the process of discussing past attempts and failures to solve a problem, which helps to emphasize the customer's need for a solution.
What are the three stories the salespeople need to know according to the 'Closer Framework'?
-The three stories salespeople need to know are illustrative examples that help the customer understand the benefits of the product or service in relation to the problem they are trying to solve.
Why is it crucial to record sales calls?
-Recording sales calls is crucial for compliance and to ensure that salespeople are following the script and maintaining accountability in their interactions with customers.
What is the recommended communication cadence for a sales team?
-The recommended communication cadence includes daily huddles, weekly one-on-ones, and monthly reviews to keep the team aligned and motivated.
How does the speaker suggest managing the bottom performers on a sales team?
-The speaker suggests regularly cutting the bottom 10 percent of the sales team to drive productivity and maintain a high-performing team.
What role does competition play in motivating a sales team?
-Competition plays a significant role in motivating a sales team by creating a leaderboard, encouraging a sense of rivalry, and rewarding top performers with incentives.
Outlines
🗣️ The Closer Framework Introduction
The speaker begins by engaging the audience with a question about their sales team composition and introduces the 'Closer Framework', a two-part strategy for managing sales conversations and teams. The first half focuses on guiding the sales conversation, while the second half addresses maintaining consistent monthly sales. The speaker acknowledges common sales challenges such as inconsistent lead quality and workload imbalances. Drawing from experience in B2B sales, the speaker outlines the '5 Cs' as a foundational framework for sales conversations, emphasizing the importance of questions over statements to facilitate scalable and efficient sales processes.
📝 Implementing the Closer Framework
This paragraph delves into the specifics of the Closer Framework, detailing the '5 Cs' method for managing sales conversations. The approach starts with clarifying the customer's needs and objectives, followed by identifying and labeling their problems. The framework continues with an overview of past pain points and ineffective solutions, leading to a 'pain cycle'. The salesperson is then tasked with selling the solution through illustrative stories that resonate with the customer's situation. Addressing and overcoming concerns is a critical step, where the salesperson must be well-drilled in handling objections related to price, decision-making, and timing. The framework concludes with reinforcing the customer's decision post-sale to solidify their choice and prevent backsliding.
🏆 Enhancing Sales Team Performance
The final paragraph shifts focus to optimizing sales team performance. It emphasizes the importance of recording calls for compliance and accountability, using tools like Gong for call recording. Regular communication with the team through daily huddles, weekly one-on-ones, and monthly reviews is highlighted as essential. The speaker stresses the need for a communication cadence that includes sharing testimonials to remind salespeople of their purpose. The 'cut' strategy involves regularly trimming the bottom 10 percent of underperforming team members to boost overall productivity. Lastly, fostering a competitive environment through leaderboards and regular competitions is presented as a key driver for sales team motivation and performance.
Mindmap
Keywords
💡Sales Team
💡Closer Framework
💡Inconsistent Lead Quality
💡CAC (Customer Acquisition Cost)
💡5 C's
💡Accountability
💡Call Recordings
💡Communication Cadence
💡Cut the Bottom
💡Competition
💡Decision-Making Process
Highlights
Introduction of the 'Closer Framework' for managing sales conversations and teams.
Differentiation between companies with single salespeople and those with multiple sales team members.
The importance of managing inconsistent lead quality and sales capacity.
The '5 C's' framework for structuring sales conversations.
Clarification questions as the foundation for understanding customer needs.
Labeling customer issues to establish a problem-solving narrative.
Overviewing past pain points to build rapport and identify customer needs.
The use of storytelling in sales to illustrate product benefits.
Addressing and overcoming customer concerns as part of the sales process.
The significance of decision-making in sales and how to guide customers through it.
Reinforcing the sales decision to prevent buyers from backing out.
The necessity of recording sales calls for compliance and training purposes.
Establishing communication cadence with daily huddles and one-on-ones.
Cutting the bottom 10 percent of sales performers to boost team productivity.
Utilizing competition to motivate sales teams and maintain high performance levels.
Setting up a leaderboard to foster a competitive environment among salespeople.
Organizing sales team competitions to encourage collaboration and best practice sharing.
Allocating a percentage of sales revenue for team incentives and competitions.
The final summary of the 'Closer Framework' emphasizing the importance of questions, call recording, communication, and competition.
Transcripts
who's pumped about sales
sort of pumped about okay so quick
question so i can cater this to you guys
um as i try and tell my team sometimes
i'm gonna talk fast you can just listen
fast so um who here has one person or
less that would mean if you are selling
um doing the majority of the sales in
your company can i get hand raised
okay so like half okay that's perfect
and the other half of you have a sales
team multiple two or more right okay
so
the name of my lovely talk um is going
to be the closer framework all right
and so what i'm going to do
is break this up
into two halves the first half is how
you actually manage the conversation
that should say work
you get the idea
close the framework
and then the second half is how you
manage the sales team so you can get
wicked consistent sales on a monthly
basis um
so
first things first who here has ever
struggled with uh inconsistent lead
quality inconsistent cac right you're
like i thought i was at a thousand and
now i'm at three thousand my leads are
actually my leads are amazing uh my
sales team is under work now they're
overworked they said there's too many
there's too few they're not being
efficient at setters anyone done with
any of that stuff
okay cool so um i've run a lot of sales
teams uh b2b we did outsource sales
company we would fly two gyms actually
sell for them so we'd fill them up in 30
days um with us actually flying people
out and selling so we've done a lot of
sales and this is the simplest framework
that you can use um and so this is the
first of the five c's so i try to use
markets as 5c so when you go home you've
got 10 c's okay so um the first one it
governs the conversation so that's kind
of for everyone who was raised there's
kind of more of you over here we're
raising your hands about i've got one
person or it's me this is the governing
framework for how you make the
conversation
c is you clarify
why the person is there all right now
when you use this framework everything
that's in your framework has to be a
question only do not put paragraphs do
not put statements because they will
start reading them they can't think that
way only put questions because they can
pause they can ask another question they
can pause they can ask another question
and they need no intelligence to do that
which means it's scalable okay so when
you're asking so all of these buckets
are the buckets under which you want to
create the framework that you're making
your sale so it's like what made you get
on the call
what's your goal why is that important
to you what would it look like 12 months
from now if this ideal outcome were to
be achieved right those are the
clarification questions next you label
them with a problem
so what i'm hearing is
you've done x y and z and the missing
link has been
x whatever is that right
yes got it i now have a problem you know
i have cancer i can cure it all right
next is oh we're going to overview the
pain okay so i'm assuming i'm not the
first person you've come to to try and
solve this problem so what have you done
in the past all right i've done x y and
z why did that not work for you
obviously it didn't work because they're
on the phone with you all right so you
always have that advantage because they
are on the phone with you right now so
you're overviewing past pain
we call the pain cycle you do that until
they have nothing left and you're like
awesome and then you recap the pain
then s you sell the vacation
this is the only thing
that your
sales people have to actually know
there's going to be three stories that
you're going to tell them they're going
to be illustrative of the thing that you
were helping them solve so an example
would be fitness nutrition fitness
nutrition and accountability if i was
trying to sell weight loss right you're
usually missing one or two or all three
of these things that's why you weren't
successful right you couldn't
consistently work out you couldn't
consistently eat the right way or no one
was there to hold you accountable does
that make sense
yes if you're selling leads it would be
like you need your leads to be exclusive
you need them to be timely you need them
to be
geographic whatever like you're going to
find three things and you have to give a
short 30 second snippet of why that's
important right if i was trying to
illustrate accountability i'd be like
hey
did your parents ever tell you to brush
your teeth when you grew up you probably
hated it you're like no i don't want to
and they kept doing it over time and
i'll bet you brush your teeth now right
you need someone to hold you accountable
so you can create the habit does it make
sense 30 second story they understand it
that's how you sell a vacation all right
e explain away their concerns
away
concerns blah blah blah you get the
point all right that's where you're
doing all of your optional overcomes all
right crazy people buy without obstacles
normal people have concerns you need to
overcome them these have to be drilled
all right they have to be drilled so
that means that you have flash cards
like i need to think about it i have to
talk to my husband i have to check with
my partner i have to so there's only
three by the way if you don't know what
they are it's price it's stall it's
decision maker all right so all you have
to do is understand what each of those
three are if it's price it's a
description discrepancy in value they
don't understand the value if it's
decision maker what you have to do is
rely on past agreements that are implied
that that person has
already communicated to the partner so
your partner knows that you're
struggling with these things already
right they know that you're looking for
a solution right so why do you think
they'd be opposed with you solving the
problem that you already know you have
that they don't agree with
right
overcoming okay those have to be drilled
next one um is uh so we decision maker
we did price and stall right
all you're doing is teaching someone to
make a decision because people don't
like making them because they fear
making mistake right perfect halfway
through
okay
so what you're gonna do is walk them
through the decision-making process so
how do we make decisions
either do you do you like me yes or no
do you like the product yes or no do you
think that will be able to help you
achieve this outcome yes or no do you
have access to this amount of money in
your bank account or know someone who
does yes or no yes
what card you want to use right
overcome you make them confront the
decision all right what's your main
concern
then they tell you main concern you
overcome it close all right last one is
reinforce the decision
and i like doing this and we included it
after time is that people back out right
so how can we slam slam it on them how
can we get them super pumped so
immediately afterwards that's the 30
second video from the founder be like
hey just saw you sign up for our
software super excited to have you by
name personalized head written card
t-shirt any of those things reinforce
the decision make their feet nice and
hot make sense that's the closer
framework every single one of these
buckets has to be questions that are
simple for them to ask
all right so when you're organizing your
script this is the conversation we're
going through that makes sense to
everybody okay that is the first of the
five c's don't worry the other ones are
are fast and about how you manage your
sales team okay
don't worry i'll be fast so that's
closer
the next one is
don't worry i'm rocking we're good
okay
the next one
i should know these
that's okay
okay call recordings
and then i'm just going to write these
down real quick for you so you can write
them down
comms
cut
competition
okay
so marcos is much smarter than me i
think he's like the really classy classy
person um this is like from the streets
closing four thousand people one-on-one
sales like weight loss susie's riding
with you know her kids trying to write
permanent marker on the wall and i'm
trying to close your credit card all
right so close your sequence is how you
manage the framework
call recordings if you're not recording
every single call that your your
people are on one you're not compliant
two you should do it because then they
become more accountable to following the
script all right you also overview those
the tool that you need to use is gong if
you if you guys sell it via zoom it's
the best it's all i can say use
gong it's amazing all right comms
you need to talk to your team on a
regular basis all right the cadence
there is daily huddles
weekly one-on-ones
and when you do the and then obviously
monthly but the um the daily huddles are
quick all you do is you share
testimonials so they remember why
they're selling so they get beat up
every single day with no's they need to
remember why they're still doing it all
right from the one-on-ones that you're
doing when you're meeting with them
you're gonna record you're gonna have
them tag you in three calls their best
call their worst call on their average
call when you go over in the 101s you're
going to ask them to show you where they
clarified the problem
where they outlined the paint
and then where they asked for the sale
and where they overcame objections
if they never clarify the pain and
they've asked for the sale you don't
make money so that way they always know
that on every call you always
ask for the sale you can never make a
sale if you never ask for it all right
that's what you from the communication
cadence cut you got to cut the bottom
all right it's the number one thing that
will drive sales teams is by cutting the
bottom 10 percent you do it on a regular
basis it has to be on a regular basis
all right even if the team is going okay
when you cut the bottom you'll see a 30
jump in productivity
every time so if you can have a
persistent 30 jump why would you not do
that
that make sense
okay
competition last point
i'm good i got a minute 20.
okay
so competition
sales people are competitive you have to
have a leaderboard that is published
that they can see every single day that
they get notified when every other guy
is making a sale if it's super high
volume it could be end of day but when
they you've got a bell if you're in
person if you're not in person you have
a thread that should be all the sales
guys digging they can literally send an
image or a gif of a bell so it's like
ring the bell right so that they know
and it says volume they can see it
there's activity there's action right
it's all of momentum
so leaderboard that has to be checked
every day has to be updated regularly
like that has to be on point
and then competitions we found that six
weeks works best
um in terms of
sending them on like closers go to vegas
or go to the bahamas or whatever it is
and so we put them in three men teams
and that tends to work really well
because they they share best practices
they continue to work with each other
they root for each other so it's not as
cutthroat it's just always having top
dog
and in terms of how much to spend on
that uh 25 percent of one month check
um is usually the amount per person that
a prize like that would be right so if
you guys make 70 you might spend 1500
bucks to send per guy for like a three
day or like a two day weekend it's not
expensive five grand but it is worth
every dollar so to recap if you want
really really consistent sales
use the closer framework everything has
to be questions do not have statements
have 30-second stories record your calls
make sure you're sticking to the comp
cadence cut the bottom percentage and
keep it competitive so they stay in it
thank you
[Music]
[Music]
[Applause]
you
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