The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 11 months ago

3 Resolutions Sellers Need to Keep in 2021 w/ Rian Lanigan


We’re about to the point in 2021 that new year resolutions start to wane. It’s the human way: We get excited about a goal, we go about four weeks, we don’t see immediate results, and our motivation fizzles.

In this episode of The Sales Engagement Podcast, we’re exploring three resolutions that sellers need to keep for longer than a few weeks (it’s worth it, we promise!).

Rian Lanigan, Managing Director at Sandler Training, shares…

  • How and why you should make your own sales methodology
  • How to not feel completely awkward asking for referrals
  • 3 resolutions every seller needs to make (and keep) in 2021

For more engaging sales conversations, subscribe to The Sales Engagement Podcast on Apple Podcasts, on Spotify, or on our website.

Welcome to the sales engagement podcast.This podcast is brought to you by outreach, the leading sales engagement platform helping companies, sellers and customer success engage with buyers and customers in the modern salesera. Check out sales engagementcom for new episodes, resources and the book onsales engagement, available on Amazon and Barnes and noble or wherever books are sold. Now let's get into today's episode. Hello and welcome back everyone to thesales engagement podcast. Thanks for hanging out with me. You've got, ScottParker, and appreciate, as always, you lending US ear drums for thenext thirty minutes. Promise is going to be a great discussion. I've beenlooking forward to this one for a while. I enjoined by Rhan Lanigan. Ryan. Welcome to the show man to pleasure to be here, Scott,and just a little background. You're currently in Ireland, so it's five pmwhere you're at and right we're hauling me up from from happy hour right now, and I should have just said you know, it's crack a beer here. It's the holidays. It's nine am where I'm at. I can probablyget away with it but maybe a another time. Man. So you're currentlythe managing partner at San Sandler Training. I think most sales profession solves.Most of our listeners will be familiar with with Sammler methodology. Many has probablygone through some training. But what's the Superhero origin story? Man? Howdid you how did you get into this, this world, that kind of salestraining? Love to have a superhero story for you, but I waskind of board into it. My father owned the First Star Center office atso to, North America, and nineteen years ago this month. So Igrew up with it. After University I moved to Australia. When I movedback didn't really know what I wanted to do. Was Lucky enough to kindof get my tone. De Sundler for a bid. SET UP A marketingagency helping Sundla frontis owners. For those who don't know, part of itis franchise. There's about twouldred eighty offices across the world and I worked witha number of the top producing frontis honors to help them, you know,get more clients, put more bombs on the seats in a world where peoplewent to events. One of the clients was the global CEO, Dave Matson, did that for the be three and a half years, brought on apartner in the business about eighteen months ago and successfully exited late August of thisyear. Then decided that, still being a fan of Sunder and have akind of swam without water for a while, for three and a half years workingwith a number of them, that I wanted to buy into the Irishfranchise and that's what led me to where I am today. Very cool,man. It's an awesome story and you know, I imagine the chapter orover there has to be one of the is it one of the bigger ones? I know it's such it's such a tech hub. Is particularly and likedoubling your every single big tech company is over there. As the one whohere figure chapters, definitely lucky to be located where we are. And Yeah, if you're look at it the enterprise space, then yeah, it wouldbe. We work with in Ireland's Sales Force Zendesk, Microsoft, IBM,Google, all the all the big players in the software IT industry. Yeah, very cool. I had to ask where did you live in Australia?I spent some time down there as a young man as well, I spentthe year of two thousand and fifteen in Perth. Perth beautiful. I neveractually made it to perve. I went all over. I was played alot of rugby growing up, so I did a big rugby to Aur allaround Australia when I was pretty young and then went back when I was nineteen, one thousand eight hundred and nineteen, right to high school. Actually,it's like that's some weird job, selling... and spot actages door to door. They would they were flying. They would fly me to Australia and helpthem open up an office. I was I got no grainer. That's nota bug. I don't need to go to UNI or anything. I justget me a beach and let me play rugby. That sounds awesome. AndI was in at that that time I was in, I say Sydney,but if anyone knows Sydney, I was act see in a suburb of Sydneycalled Paramatta, which, if you know Sydney at though, it it's notthe nicest part of town. Sorry if anyone's from their matter, but it'sit's a rough neighborhood. But I was I was happy. That's don't bebit at also that you that you played rugby. ARELAND is a big countryfor rugby. We're very proud of our rully team. One of my favoritesports. For your listeners who haven't heard of this sport, Google it.It's called hurling. I think it's the greatest sport in the world. It'sthe fastest field sport in the world. You can thank me, if you'venot watched it, for the introduction. Yeah, my one of my firstand still probably my best tire today. Shout out Billy Lane, who's nowthat this is development manager. Took my job when I left over at mediaLa when I left a couple of years back. He was huge into hurling. I think he was like a top, top, top guy back in Irelandand he started actually in Vancouver. Each started team, so we nowhave like a whole hurling league in in Vancouver. I've watched some of thisis. It's a rough sport, man. It's a rock it's fast. Isit's a crazy game. What's a good comparison? It's like kind ofhockey, kind of like hockey, bought field hockey, where they just beatthe crap out of each other. Yeah, that's you. Yeah, yeah,kind of like hockey and rugby had a baby. Maybe. Yeah,something like that. That's cool, all right, man. So what Iwant to spend the bulk of the time talking about is kind of some ofthose. Let's start with some of the basic methodologies for those for those peoplewho are not familiar with with Samler and and sure it's hard to sum upin just a few sentences, but like, what's the main premise of Samler?Because there's so much sales content out there. It seems like every timeI open my eyes there's another you know, Sales Guru on Linkedin tell me todo something. What's the what's the fundamentals? It's something I buy myhead off the wall a lot with, but I've realized that the costs toentry to this, to this sector, is zero. So anyone and everyonecan be it. So there's a lot of noise out there, but yeah, Sun or a little chill. Sales and sales manager been training. Forthose who've heard of before, they may be familiar with the sun of submarine. It's seven step a sales process where you can't go to the next step. The reason for the submarine you can't open the next door until you've closedthe previous door. So there's like, you know, bonding rapport or phonecontract pain, so on and so on and so on. So that's traditionallywhat sound has been known for, but over the years they've developed some partnerships. Most recently, would like gainsight to develop a customer success program but keepinga real simple sales and sales manage were training. Yeah, cool, sowe could a wide swath of listeners, you know, after saying we getlike durs on their first week on the job trying to figure this out.We get management, we get crros listening. For those leaders that are listening thatyou know it is when we're recording this. Anyway, it's close tothe end of the year. Maybe you're still planning some sort of sales kickofffor some sort of like training. How do I see through the noise andI'm saying hey, go, go, do sandler because it's the best.You know, I I'm friends with a ton of these trainers, but howdo I make an informed decision when, like you said, there's seemingly peoplethat go into sales make six figures one...

...year off of like inbound leads andthen they say, wow, I'm the greatest sales person of all time.I need to share all my wisdom. And then they they go and starttraining company. How do you teach your people like, Hey, here's aframework for figuring out who to go with? I've very rarely seen that skill transfer. You know, it's one of the most common things we've seen wherethey'll think the top performing sales are, make them the sales manager and thingsgo downhill from there. Not saying that's that's every case, but that's ahigh proportion of the case of that we see. But a couple of thingsyou can do. Just like if I if a sales trip comes to beand looks for advice of a particular topic, I always asked about they spoken tothe top performing sales rap if they spoken to like the cmover, thecelfo with their company to Leverage Internal Austin. So like that. Just speak tothose people you admire the guy that we both highly respect as tom costly. He knows his shit. I go to him. Hey, Tom,you've been around this industry for a while. Who Do you respected? Who?Who would you go to for sales trating? So that's what second oneis g to the review site. You can check there, see see whatother people say that. I think John Burrows actually said that that was oneof the world's top two hundred like be to be websites. visit it andits yeah, Noth's insane. Yeah, and then the third one. WhatI would do is all of the companies, Barrows, Metahiman, Sidler, Challenger, they all run free sessions, free Webbitize, you know, dipinto them. See what you think, because once for you what's not foryou. But yeah, those those three areas, leveraging your your connections,looking at you two and then just attending possessions to see. would be myadvice to any leader out there looking for what's the best fit for them.Yeah, yeah, good advice. I often struggle with this because I wouldn'tsay I'm not selling quite as much as I used to. Well, likeI think sales isn't growing in every everything we do every day. But I'mnot, you know, carrying a bag like like I used to. ButI don't think I subscribe to a methodology I never really had in my career. I'm familiar with just about like all of them and I think I probablyborrowed from all of them. In your eyes, is there room for organizationsto subscribe to multiple methodologies, or is that gonna going to hurt you?So before you, before even answer that question, there's one thing that Ithink everyone can and should do as a base foundation before they look at youknow, can we can we learn from all these multiple things which which there? It is possible. But and I've only subscribed to a holeheardedly religiously maybethree last three months. It's what I you call in Sunder as a cookbook. You can call it what you want, but it's a list of daily mostdo activities to keep your pipeline healthy, because pipeline is everything. You know, as I mentioned earlier on, that I successfully exited the last businessand I entered this business. Well, truth be told, for the firstcouple of weeks of this business my initial strategy was to rely one hundred percenton in melted leads and to play a full marketing game and I wasn't underany financial stress from having left the other business. Weeks went by and thenI realized when I was paying myself, when day, Hey, I've gotto switch this from in bold outpend if I'm going to, you know,continue eating food. And then I became religious about my cookbook and again,don't have to use that word, but it's again. It's just a listof daily must do things. You know, I look for three year fails daily. One Free Talk, got to send thirty five personalized the emails.Got To pick on the phone and ring fifty ideal prospects. What are yourmust do daily activities to keep your pipeline healthy? That's my advice for anywhether they're looking to go, you know, because you can spend so much timelooking. When I go for this, You we takeing all of that.What's that I want to do?...

Forget all of that. Just laydown that to begin with. When you do, you'll then start to seewhere you are comfortable and uncomfortable. You might identify that, Hey, I'mactually needing some help on the phone. Well, let's go ask those guys. The Tom Castle is the world when it comes to looking for more afferralsor cold calling. Who Do you think is the best methodology or what methodologyyou think is the best for me? WHO SHOULD I go to? Andthey'll tell you, yeah, great, great advice. Going after those peoplethat you know that that know their step. I also love this idea of thiscookbook, this daily cookbook. So you breathe by I would love todive in. You breeze back quickly. What is your daily cookbook? One? Are the things that you yourself, because you're still you know, you'reessentially selling, right. What are the things that you do that you haveto make sure you hit either daily or weekly basis? Yeah, for sure. So the the weekly minimum is warned. You talk or podcast recording. ThatI've got a hit in terms of huge. That's huge. On nowI want to quickly underscore that for and I don't care if you're a BDR, listen to this. I don't carryer can executives, management whatever. There'sthere's podcasts and things you can get on that will get your name out there. You'll get more visibility, more people will recognize your name when you dosend them an email, when you do send them a linkedin message. Everyonecan be doing that and I think that's a great KPI. Sorry, yeah, no, no, I've got two stories. You've actually led me toa story. So first one, first piece of a tip would be referenceAustralia, because we both live there. If you're in Sydney. I can'tremember the rough part of city that you said you were in, but ifyou're in Sydney, I would type it. You know, top sales podcast inSydney or if you're in hate or top hate or podcast is Sydney.Request to be on the PODCAST. You know they're looking for people to comeon in exchange for time. They're looking for you to share your knowledge andif you can do that and match that, it's an easy win. The secondone is you are one hundred percent right with it doors being easier toopen or you become more recognizable when you go on these podcasts. By father, I said, started the business nine years ago. One of his firstclient city ward was IPM and there was a saddler brochure dropped through the letterbox of someone nineteen years ago and it had the the invite to one ofhis what he called executive briefings of the time and there was all this writingand the person's when they signed, as a client said, they glanced forall the writing but walk caught the attention was the sound of training logo andthey had been in the UK for sound of training and they liked it sothat got their attention, they had a phone call and then that led tosomething. So the story here is that the more powerful your brand, companyindividual can become, the more doors that could open for you. So thankyou for stopping on that specific cookbook activity, diving into that, because I thinkthat a lot of people overlooked that and she could down that road more. Second one is in terms of outreach, I've got to do a minimum often calls a day and fifty emails a day, and then in termsof affairs, I ask for one ulfail every single day would be the minimum. I do. So email, phone call, referral and then I'm lookingfor a talk and then I have things to remind me. Hey, haveyou drop this person and out have you followed up with this? But thethey'd be the bare daily minimums that I that I do every single day andit can be Oh, I'm sorry, yeah, creating content for posting alinkedin every single day is included in that as well. But the part thatpeople come to me and say Hey, Rey and I've built a cookbook andI'm executing on it but I'm not seeing the traction I want to see youand as how long have you been doing it for a month, two months. I've been doing mine for four and...

...a half, five months now,and I'd hand not hard say that only in the last three, three anda half weeks I've started to really see things slowly round a book. I'ma big believer in take care of the process of the results will inevitably takecare of themselves. Don't worry about the results, just focus on the process, which is the cookbook. I've continue to do that. The results willthat ever be take care of themselves. Yeah, I like it and it'sso it's so true. It's so true and in everything in life right,it's like you go to the gym for two weeks and then you look inthe mirror. Yeah, I got like this. I'm like, I don'twant to do this anymore. You know, I'm not seeing any results. Andthen if you just like put your blinders on, you're like no,I'm just going to do this, and then you you know, you waiteight, ten, twelve weeks. Okay, I can see a little bit ofresults and gives you that motivation to keep going. I like it.So four and a half months before you see results, I like it.My next question I got a note here because a lot of young sellers cometo me and ask this question. They feel really awkward asking for referrals.And then I talked to a lot of, you know, my my older likementors executive level, and like all they do is is referrals, likethey're not talking to anyone unless they're like referred in and that's just like theway they do things. For some of those younger sellers. Like, howdo you ask for referrals? Like what do you actually do? Do youask before and say hey, I'm looking this contact. You know, minddoing worth for a like walking through your process there? Yeah, I feellike a lot of people are scared. Yeah, the A, the theirstudy by study by study shows that the most effective way into a net,you accempt real symple here, is if you can provide results for someone,they're more likely to introduce you to someone else. To start with that inmind and hold account reviews with your current clients, so whether that's monthly orquarterly account reviews, and at the account review on the agenda, if youhave an up for contract, mentioned that they look what are the things we'regoing to work talk on today. Is Rare fails before we meet next week, can you make your linkedin connections open to me? I'll do the same. I'm going to go through and pick a three or four names that Iwould like you to introduce me to. You please do the same so whenwe sit down we can go through themes at anegitably two or three. I'llit's usual to vice versa. That's the easiest way. I like it.I like it. Okay, next question. I'm going to leave this intentionally broad. I'm always in saying how quick these half an hour's goes, soI'm going to leave US intentionally broad. You can you can take this whereveryou'd like to go with it. If there is just three things, youknow, three pieces of advice that you would give an actual seller, soan individual contributor who's who's gearing up. It's it's been a tough year formany. They're looking at two thousand and twenty one, but like three changesor three pieces of advice you would give them that are going to start themon the right foot for the new year. Yeah, easy cookbook. I I'dbe I'd regret if I didn't say good book, because you can seehow much has impacted in those four months. As I said, it's at theramp up. Recently, Loui've added nine net you logos as old,nice and sorry. So so the cookbook just to read write. The cookbookis a breakdown of your daily, your weekly and your monthly back to mebasics muster to keep keep that pipe and healthy and and be consistent with it. You know a lot of people will get that kick up of the ASSand January and roll with it. But are you going to continue to doyour cookbook in June? Because your cookbook that you do now is going toimpact your pipeline in three months time? Don't think of it. What Ido today impacts to day. What I do today impacts three months from now. So if you stop it today,... won't feel that impact for threemonths. So that's the first one. The second one I do is I'mI check out. You know, I'm sure there's many reports, but I'llreference one that I read recently. was a sales force state of sales report. I think they said six those sales professionals completed it and they reference thentop five most important things that sales leaders have on their agenda for two thousandand twenty one. I don't know what persona you, as a listener,are trying to sell to, but find out the top three priorities for yourprospects for two thousand and twenty one. There's tons of reports that name listthese, most notably Gardner, list them. I check them out every single quarterbecause they change because of the world where they change, of us,but one of the top three current top priorities for your buyer, persona.Is the second piece of advice that I'd give. And the third piece ofadvice that I give would be to reference, sorry, leverage, not reference leverage, internal assets in your company and if you notice, Hey, thisperson's much better at asking questions on the phone with prospects that I am,or this person is better at asking for a fails leverage the internal assets thatyou have within in terms of asking questions. I'll actually have a bonus on tothis. One thing that we have in se as called a pain funneland it's a series of questions that you go through to ask the prospect toget to their level. Three pay, you know, service level and thenthe proper pay level. And there's a way that I remember this. It'scalled Dave took Adams current fortune. So, Dave is details you know. Canyou tell me about that? Could you be but worth specific? Ittook is time. How long is that been a problem? They took Adamsis. What what have you tried to do about that? About that day? FOROK, Adams current current is cost. How much do you think that hascost you and how do you feel about that? And then they tookAdams current fortune. Fortune is. The future is. Have you given uptrying to deal with the problem? So Dave took Adam's cared fortune is abonus. What that out on to up? But those in all three things thatit is. It's like the one that I don't know if you learnedtoday out of bent your skill, but for the north, southeast and West, my tjer told me never eat shredded weef. Had that, so I'mnot get that out of my head. I do it every time. ThenI do that. Yeah, there's a lot of those. It's funny thatwe were taught to say one. It must be like a Commonwealth thing becauseI'm Canadian. That's awesome. And they took they took Adams current future.I remember that one now. That's awesome and I love those. I couldn'tagree more. So make that cookbook. Do It, and you know,a lot of us are given cook books from, or something that resembles acookbook from, maybe our manager, our leader. Take the time to makeyour personal one right, and this is this is something that's often overlooked.Like you might have a better conversion rate than someone, you might be worseor better at cold calls. You meant to have to do more or alittle bit. Let like find your numbers and your cookbook that works for you. Top three priorities of your persona that is so huge. Leveraging internal assets. You know, we have a quote internally that goes losing alone is afireble offense and it means you know we're all going to lose, but knowthat the whole team is behind you. So you're you, as an accountexecutive, had this army of people that want to see you succeed. Souse the sets, whether it's training, whether it's an executive alignment, whatever. It made me. I love that. And then the the pain fun onit's is huge cool. Well, thank you, brother. This hasbeen super insightful. If people want to continue to learn from you, continueto connect with you what's the best way to do that? Hey, I'drecommend to things. First of all, make sure you're following Scotland salesccer.That's important on the big fun and yeah,... can read. You can contactme on Linkedin or you can find me on the sales soccer Qla aswell. I've jumped on their number times, answered questions and ask questions. Mostrecently there was one that I asked. deal prospects looking at my linkedin pageand I was tried to see how other people would approach that whatever coming acrossas creepy or stock of your sales and the community helped, so I recommendedon it. I love it. Well, thank you so much. have anexcellent holiday season and from the listeners, thank you so much for hanging outwith us. Well, see you next time. Thank you very much. This was another episode of the sales engagement podcast. Join US at salesengagementcom for new episodes. Resources and the book on sales engagement now available onAmazon, Barnes and noble or wherever books are sold. To get the mostout of your sales engagement strategy. Make sure to check out outreach, theleading sales engagement platform. See you on the next episode.

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