Latest / The SmallBizChat with Melinda Emerson / Building Your Sales Operation Systems with Liz Heiman

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Building Your Sales Operation Systems with Liz Heiman · The SmallBizChat with Melinda Emerson

0:01
Hi.
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This is Melinda Emerson, the small biz lady host of the small Bizchett podcast.
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I want to serve you.
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This pandemic has been so hard on America's small businesses and on just America in
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general.
0:13
If you're ready to start your dream business, boy, do I have a great offer for you?
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I am giving away 1000 copies of my best selling book, become your own boss in 12 months.
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Over a hundred thousand people have this book It has been printed in multiple languages
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around the world, and I wanted to find a way to serve America small businesses in this
0:33
pandemic.
0:33
And so I am giving away a 1000 copies of my book.
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All you have to do to get your copy is head over to begin my biz dotcom slash free offer
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to, you know, sign up for your copy.
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All you have to do is pay shipping, and we will mail one out to you.
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I am so excited about this.
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I wanna serve you, grab your copy today.
0:56
Ending small business failure.
0:58
Welcome to the small biz chat podcast with a number one small business expert, Melinda
1:04
Emerson.
1:05
Melinda's goal is to end small business failure, and she'll give you the information
1:09
you need succeed and live the life you dream of.
1:13
Now here's the small biz lady herself.
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Melinda Everson.
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Hi.
1:19
I'm Melinda Emerson, the small business lady, and welcome to the small business chat podcast.
1:24
I want you to know that today's show is all about developing the leadership and sales
1:29
systems to scale your business.
1:32
We're also gonna be talking about wealth, what is it, how can you contain it, especially if
1:38
you're a woman or a girl, and also We want you to know that they're gonna be sharing some
1:44
great insights tonight.
1:45
And if you've been thinking about these things, have you been trying to figure out how to scale
1:49
or what you needed to put in place so that you could scale your business.
1:53
You're in the right place.
1:54
You're struggling with feast or famine sales in your business.
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We've got some great information for you tonight.
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The small business chat podcast is a peer to peer interview show where we get you invaluable
2:05
information that you would otherwise have to pay big dollars for.
2:10
The mission of small business chat is to end small business failure.
2:15
Now I'm really excited to talk to my next guest.
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Her name is Liz Jaimeon.
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Liz is a national sales expert and the founder and CEO of regarding sales LLC.
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Her firm focuses on building B2B sales.
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I nation systems that drive extraordinary growth.
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Liz uses strategic strategy and process to create a roadmap for success that focuses her
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clients on getting the results they need for more information head over to regarding sales
2:45
dotcom.
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Liz, welcome to the small business chat podcast.
2:49
Thanks, Melinda.
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I'm so excited
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to be here.
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I'm so happy to have you.
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You know, you are, like, a sales expert, sales expert.
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So I'm so excited to have you on the show tonight.
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So tell me about, like, what are the most common small business sales mistakes that you
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see?
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Like, the ones that are, like, your top 5.
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Like, what what what is the stuff out here that you see constantly?
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I think the first one is that people think, oh, I'm gonna hire a salesperson and magic is gonna
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happen.
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Like, they're just gonna start selling and and all my problems are gonna be solved, and it's
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just not true.
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First of all, they're tons of different kinds of salespeople with different kinds of skills.
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And there's all these tools that they need.
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And, you know, Jeff was talking about vision and purpose and being part of something, and
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salespeople need all of that too.
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So that's the first one.
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And I think the second one is, oh, if they made it at Google or Apple, they can help me.
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And the fact of the matter is if I've got a small business, I don't have the resources to
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support somebody who's used to working at Google.
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I need somebody who's scrappy and smart and creative and versatile and ready to jump in and
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do I call them cowboys.
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Right?
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So they can rope and ride and fix fences or cowgirls fix fences and do whatever needs to be
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done, and no one has to say, hey.
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There's a hole in the fence.
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They they know what to do.
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And so that's we need people like that, not people who are used to having everything in
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place and ready and perfect.
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I think the other big mistake is that, okay, I'm gonna hire salesperson or sales manager or
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even a CSO, and I don't have to worry about sales anymore.
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I am out of it.
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They're gonna take care of it, and it's not true.
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You're never out of the sales process.
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If you're the CEO, you are or the founder, you are part of the sales process and you need to
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know when and how to be involved in it.
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So I think the last thing, and this really ties into you know, what I really do, which is
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people thinking, I'm just gonna add 1 more salesperson and add 1 more salesperson, but
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they don't put the infrastructure are in place that supports that salesperson or all of those
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salespeople.
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So what they have is chaos, and I hear sales.
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I hear company owners.
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That's one of my favorite words that they say to me is, I asked them, what is sales like?
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And they're like, it's chaotic.
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It's just chaos.
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And that's the result of adding without structure.
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Alright.
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So so let's get to this.
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So what is a sales operation system?
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Like, what are the pieces that I need before I hire this hotshot salesperson, what what do I
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gotta have in place, Liz?
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Yeah.
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Well, you gotta have a lot of things in place.
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So So part of it is what job was talking about.
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So we need we need the strategies.
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We need business strategy that tells us where we're going and gives us those goals that we're
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gonna hit the vision, but we also need a sales strategy that says, just what you were talking
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about, Melinda, how do we get from where I am right now today to 5,000,000 to 10,000,000 to
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30,000,000, or or maybe it's 500,000, then 600,700,000, whatever it You need a road map to
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get there.
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You don't just get there accidentally.
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You've gotta map it out.
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Which products are we selling?
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And this goes, again, back to what Jeff was saying about which are our most profitable
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products.
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Which one should we lead with?
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Who's gonna sell what?
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What territories?
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What all of the different things?
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So We need that.
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We need we need what I call oh, and we need a lead generation strategy because people think
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that magically salespeople are gonna close leads they don't have.
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It just doesn't happen.
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We do not close leads.
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We don't have.
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And the other thing is is what I call frameworks.
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And these are the the kind of the rules and the you know, I I talk about a communication
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framework, for example, and this is who are all the people that are involved in the buying
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decision?
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What do I need to know about them?
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What are the rules about talking to different people?
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What what do they need to know?
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How do they communicate?
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What do they care about?
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Where are they?
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So those kinds of frameworks and structures that explain what's going on and then systems
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systems.
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We go through step 1, then we go through step 2, then we go through step 3, and we put it in
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here, and we it in there and we fold it over here, it's a it's a process, a system.
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And so those are the the first things that we need.
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And I think the important thing to understand is sales operating system is not technology.
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Having a CRM does not solve your problem.
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Getting outreach and or Gong you know, these fancy tools and thinking that somehow magically
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they are going to solve everything is not gonna happen.
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Technology doesn't solve the problem.
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Technology just supports the sales structures that you have in place.
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You have said so much, Liz.
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I don't know where to go, but he but here's where I think I wanna go.
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Telling me about the lead generation system, because I feel like as someone that coaches
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small business owners that are between, you know, 250,000 to, like, 5,000,000 in revenue
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that, like, I, you know, that's pretty much where I live.
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Invarably, there is a lead gen problem.
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Know, because I feel like they they have a legion problem, then they have sort of like a
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cell system problem, and then they have a follow-up problem.
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Because most of the time, I know small businesses that get calls, they don't return or
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get emails that go into a hole that nobody checks.
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You know?
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Like, all this kind of stuff that they are doing lead gen, but the lead gen's lost in the
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sauce and, you know, so help me break it down to my little guy that's just, like, on constant
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contact right now.
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They don't have a they're here.
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You know?
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They don't know about, you know, automation.
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I I don't know about automation.
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Living living now
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for all babies.
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But no.
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So so here's the first thing is we before we can create a lead generation, strategy or
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process.
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First, we have to know what our sales map is.
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So, again, Jeff, you'll appreciate this.
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We have to understand how many leads do I actually need?
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So if it takes me 10 leads to get one closed deal, I need to start doing the math.
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And if I need 50 closed deals, well, then how many leads do I need?
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And those are sales qualified leads, not marketing qualified leads.
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So how many marketing qualified leads do I need?
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So, you know, like, it's this big big thing to understand.
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What's the math?
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So you can't have a lead gen process that's gonna be successful until you understand what
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you're trying to generate and where for which, again, which products, which industries, which
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people who am I talking to now?
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I can begin to understand what is my lead generation strategy need to be and then what
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does the process need to be.
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And so in terms of what is a lead generation process, it starts in marketing.
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And so a lot of people think, oh, I'll just have sales generate all their own leads.
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Well, sure, but that's a lot of wasted time.
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For sales to be generating all the role leads.
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Really?
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It's a lot cheaper to have marketing generate some leads.
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So we want some of the leads to come out of marketing.
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Now is gonna generate some leads, but those are gonna be from people they know from existing
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customers, referrals, all these places where we can make our time, you know, spend our time
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really well.
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But what we want to start with is this is marketing.
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Marketing generates these leads using content and ads and emails and all of these things.
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And then we get a lead score in our system, even if it's something as simple as serving as
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a monkey, what is it?
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Mailchimp.
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Sarmaine monkey?
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Mailchimp.
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Okay.
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Should probably will give you some sort of a lead score.
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And then you need to figure out, okay, which ones are going to are actually qualified enough
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to hand to my salesperson because I do not wanna waste their time calling people who don't
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care.
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They don't wanna talk to them.
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So there's gotta be a process.
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What's a turnover process?
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How do we how do we decide which ones get there and what information do we need to give them?
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And then then it's now in the sales funnel.
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So it's come out of the marketing funnel, and funnel into the sales funnel.
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And so now I've got to figure out from all those things that have been handed to me or
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that I'm thinking about, which ones am I gonna try and qualify?
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And that means I'm reaching out more carefully to them trying to set appointments.
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And then from there, I this is the big thing.
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My job is to qualify out all of the junk that's in there.
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So I get on the phone with somebody.
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I talk to them, and I qualify them.
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And if they aren't a good lead and work with them, I focus my energy on the good leads.
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And then I take them through a process of, I call cultivating, handling objections, fixing
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the problems, learning about them, and then close is the process of getting them to sign
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and pay, and it is not closed until they signed and paid.
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So that is the process.
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So it's not signing, it's signing, and paying.
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That's what I heard you say.
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That is what I said.
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That is the truth.
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Okay.
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Now I'm gonna take you back, though, because you said something that made me stop dead in my
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tracks.
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You said there's a difference between a marketing qualified lead and a sales qualified
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lead.
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I'm a need you to break that down for all of us because I'm sure you just made some people's
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wig flip around with that.
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So tell me.
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Probably did.
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And so, well, I mean, what?
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My soul doubts, but I can't go.
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But what I'm saying is I need you to tell me what is that for a small business.
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What is that and and the, you know, the sales scoring and all that kind of stuff.
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Is there a software that does that?
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Do I
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gotta develop a process to do a sales score?
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Like, tell me what that is.
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So so most even your most basic mail programs will say, oh, they they read this.
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They clicked on, you know, they did this they did that, and it'll tell you.
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So you wanna make sure everything's connected to your website and to your and to your mail
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program.
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And anybody who is helping you with your website can help you do that.
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It's it's not super complicated, but here's the big thing just because somebody downloaded
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something does not make them a leap.
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That may be a marketing qualified lead.
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If they clicked, if they read 16 articles, I can go on a website and read 16 articles.
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But I'm not gonna buy their product because I'm a sales consultant, and I don't have a sales
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team of 30 or 50 or 150 people.
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I am not a qualified lead.
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And so The first thing is, okay.
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They interacted with me.
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Now I need to figure out who they are.
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Are they really do they fit my and here's another word I'm gonna throw out my ideal
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customer profile, meaning not just my target, but who do I really wanna be selling to who's
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most likely to buy from me?
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Do they fit that?
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Have they really expressed interest do they, you know, I I wanna go through and and make
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some rules about, okay, these are ones that are worthy of the sales team pursuing or me, if I'm
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the one that's pursuing them, so I have an article.
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Here's an example.
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I have an article and hundreds of thousands of people have read it and about ten people
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downloaded a day.
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And I go through and get rid of 9 or 10 of them every single day because they're not just
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because they download that does not make them a lead, and it's not worth me pursuing.
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So that's the difference between a marketing qualified lead, which is they did something.
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They clicked.
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They downloaded and a sales qualified lead, which is somebody that's worth me or my sales
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team pursuing spending time on.
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Got it.
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That now that was a gem because I don't know that I've ever heard that explained like that.
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And that's really, really, really helpful.
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So when you want to hire a salesperson, what should you do first when you make decision, I'm
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ready to hire my first salesperson.
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So the first thing is make sure that you understand the critical things about your
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company, like Who's my ideal customer?
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It's my target audience.
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How am I different than my competitors and what's my value proposition.
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Because if you throw your salesperson out into the middle of the river without those, they
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can't swim.
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So they've gotta have those basic things.
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The next thing is the more complex your sale is, the more people involved, the longer it
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takes, the more important it is to have a a sales process.
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And so you need to map that out so that your salesperson can understand hold from the
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beginning of the lead to the close.
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Which part of that is a salesperson responsible for?
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Do I have somebody who's in just you outbound calling?
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Is this person responsible just for closing business?
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Are they supposed to be growing my key accounts?
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Like, what what do I want this person to do and then find a person that has that skill set?
15:22
Because sales is not sales.
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It's sales.
15:24
It's sales, and anybody can sell anything to any way.
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And that's just not that's not what it is.
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I think that's very, very helpful.
15:32
So should you divide up the sales roles?
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Like, I know you said that the salesperson needs to know part of it.
15:38
But if you're a four person operation, Liz
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Yeah.
15:41
You can't do it.
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You got it?
15:43
You're it.
15:44
Yes.
15:44
You're it and need to be a cowboy or hire a cowboy.
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That is the bottom line at that point.
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You need somebody who can do all of it, at least relatively well.
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And if And sometimes it means you gotta bring other people in.
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So if you have somebody that's really good at everything, but maybe not great at closing,
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then bring the owner in and help with the close.
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Just because you're my salesperson doesn't mean you have to do the entire thing by yourself.
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If you're really lousy at outbound calling and you do everything else great, Well, then let's
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get an intern in and have them do some outbound calls.
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But but let's not, you know, let's not get mad at a salesperson because they have this amazing
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skill set and they're not skill set and they're not good at this one thing.
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Well, then don't have them do that thing.
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So use the resources that you have to the best capacity that you can use them.
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I think that's the bottom line.
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So understanding who your team is, and what they're good at and and using them the way
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they're they work best.
16:41
So do you think a salesperson is the 1st hire that most small business owners should make?
16:46
No.
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I don't.
16:47
I think you're your first salesperson.
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I would rather have you hire people in operations, get somebody making sure the
16:55
accounting is done properly, and you have to be your 1st salesperson.
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You have to really understand who you're selling to, what what their needs are, how to
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talk to them, how the process works before you send somebody out to do it, because If you
17:11
don't, 1, you're not gonna be able to coach and help them.
17:13
And, 2, they're gonna make something up.
17:15
When you don't have an answer for somebody, they make it up, and it may be right and it may
17:19
be wrong.
17:20
So
17:21
I love it.
17:22
I love it.
17:23
Alright.
17:23
Thank you so much, Liz.
17:25
When we come back, we are gonna talk more about how to get your sales operation systems
17:30
together.
17:31
I'm Melinda Everson the small business lady.
17:33
You're watching the Chef podcast, and we will be right back.
17:39
I just finished presenting to over 2000 small biz owners who jumped on my webinar how to
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Welcome back to the small business chat podcast.
19:01
I'm here with my guest, Liz Hyman, and she is talking to us about getting your sales
19:07
together.
19:07
Alright, Liz.
19:08
Talk to me about what your favorite tech tools are for salespeople, particularly if you're
19:15
just, like, kinda getting started with building a sales organization.
19:18
So, yeah, if you're a small business, one of the first things to consider investing in is a
19:23
CRM, a customer relationship management tool.
19:26
And here's the thing.
19:28
It doesn't need to be fancy.
19:29
It doesn't need to be expensive, and it doesn't need to be complicated.
19:32
What it needs to do is have a place for you and your salespeople to keep all of the information
19:38
about the things you're trying to what you're trying to sell and who you're trying to sell it
19:41
to.
19:42
So you're not constantly searching for phone numbers and looking nobody else can help
19:46
because it's in his or her desk or, you know, it's a place to to manage, organize, store, the
19:54
information, and to help remind you what you need to do next So it's it's worth the
19:58
investment.
19:59
And I, you know, we can talk about that a little bit more later.
20:01
I think that when we think about sales tools, we forget the telephone is a sales tool.
20:07
Zoom is a sales tool.
20:09
Email is a sales tool.
20:10
You know, all of those things, we need to be modern, sell We need to to be be able to
20:16
function in a virtual world regardless of what we sell and who we're selling it to.
20:20
Video is huge now.
20:22
The impact that you can have sending a video as opposed to an email is amazing.
20:27
So so kind of thinking about what do I do every day and what what things would make it easier.
20:33
There are all kinds of fancy tools like outreach and SalesLoft that automate everything
20:39
for you, but, you know, if you got 1 or 2 or 3 or 5 salespeople and, you know, you probably
20:45
don't need all those fancy tools.
20:46
You need a place to manage information.
20:48
You need to know how to understand and you need to be able to communicate with the people
20:51
you're selling to.
20:52
And I don't know that you need a whole lot more than that.
20:55
I think that's fair.
20:56
I that's fair.
20:57
So then how do you engage your entire team around the sales process?
21:01
Cause sales isn't supposed to just happen by the sales people.
21:03
Right?
21:04
Everybody's involved
21:05
in sales.
21:05
We do not put sales on an island and wonder why they don't succeed.
21:09
They need to be the center of your business, and this is my thing is, you know, the heart in
21:13
our body comes to the blood.
21:15
You know, we have a soul.
21:16
We have a brain.
21:18
We have all these other things, but the the heart pumps the blood and your sales team pump
21:23
pumps the life blood through your business because if there's no money, there's no
21:27
business.
21:28
So we have to understand just like our heart is in the center of our bodies.
21:32
Our sales teams need to be in the center of our organization.
21:35
So part of what we can do is when we set up the CRM, we can, 1, make it sales centric so that
21:42
the sales team wants to use it and it's easy for them, but 2, it's also easy for everybody
21:46
else in the organization to add information or to look up information.
21:50
So they're not constantly harassing the sales team about stuff.
21:54
And the sales team, you know, they can look and see what's going on.
21:57
Oh, they haven't paid yet.
21:59
They have paid.
21:59
Whatever.
22:00
So I think that's really important I think the other thing is helping everybody understand.
22:06
So the owner should be doing a funnel review with the individual salespeople so that they
22:11
fully understand what's going on at every, you know, what's going on in prospecting?
22:16
What's what do we have that we're trying to qualify right now?
22:19
What's going on with all of these?
22:21
With this company, how many additional opportunities are there?
22:24
So the owner is fully aware so that they can then in the regular meeting, in the monthly
22:30
meeting, pull the critical highlights out of that information and share it with everybody.
22:35
Hey.
22:36
Just want you to know.
22:36
I know these guys haven't paid, but we've got 6 opportunities in the funnel form.
22:40
So we need to figure out how not to make them that while we're asking them for money.
22:45
Right?
22:46
Or, you know, hang.
22:48
Critical critical information share.
22:50
Critical information share, but by looking through the funnel on talking to my
22:53
salespeople, I can gather enough information to share that with the team.
22:57
So we tend to think that our team meetings are about production.
23:00
And about news products.
23:03
But what's going on in the sales world?
23:05
Everybody in the organization is part of the sales team.
23:07
And if they don't understand what their role is in the sales process, we need to tell them.
23:12
If shipping doesn't ship, all the work that salesperson did is gone.
23:16
I I literally worked with a company one time that had a they had a 6 month onboarding
23:21
weight.
23:22
And I'm like, okay.
23:23
How can I sell something and then tell my customer they have to wait 6 months to be
23:28
onboarded?
23:29
Well, we're doing new product development.
23:30
We don't have time to onboard customers, but don't sell it.
23:34
You're like, you can't do that to your sales team.
23:37
And and so that those are the kinds of things that we can do that to make it the heart of the
23:42
business.
23:43
Alright.
23:43
Last question, Liz.
23:45
What is the best sales advice you have for a small business with 5 or less people?
23:51
The most important thing you can do is know what you want and be intentional about going to
23:55
get it.
23:56
So the biggest mistake we can make is to be reactive.
23:59
Oh, I bumped into so and so.
24:01
Oh, this came in on the internet.
24:03
Oh, this phone call came in.
24:05
That's reactive.
24:06
What do you want?
24:08
What are the leads you want?
24:09
What are the goals you wanna hit?
24:10
Who are the people you wanna talk to?
24:12
And go do it be intentional about going after what you want.
24:17
And when we don't, as a sales sales as a company, when we allow our sales team to just
24:23
be reactive, it takes us off track.
24:25
You know, we end up selling the things that we don't wanna be selling.
24:28
We end up selling to companies that are really expensive and not profitable.
24:31
We end up doing making new product, spending time solving problems when we really should be
24:36
focused somewhere else.
24:37
So First, we need to decide where do we wanna go?
24:40
What do we who do we wanna sell to and be very intentional about how we wanna do that?
24:45
Thank you so much for that helpful information, Liz.
24:48
Now we have what we need to get our sales operation systems together.
24:53
Good stuff.
24:53
Good stuff.
24:54
Liz, what's your favorite podcast?
24:56
This is a hard question.
24:57
I'm gonna say the girls your mother warned you about.
24:59
Have you listened to that one yet, Melinda?
25:01
I have it.
25:02
Tell me.
25:04
It's actually a business podcast, and it's all the guests are women, and they're doing great
25:09
things.
25:09
And it's a it's a really fun podcast because they hold nothing back.
25:13
They're they're really fun.
25:15
Sounds like one kind of girl's bunch of Mustang Sally's Love it.
25:18
Love it.
25:18
Love it.
25:19
So what is your favorite business app?
25:22
So my new favorite business app is called Zoho.
25:26
And I use it for everything.
25:28
So it's cheating.
25:29
I use it for everything from signing documents to making my website to my CRM, to my
25:35
bookkeeping.
25:35
So that's my new favorite exciting new toy.
25:38
So you are a zoholic.
25:40
I love it.
25:41
I love it.
25:41
Alright.
25:42
Alright, Liz.
25:43
What is your favorite book?
25:45
Alright.
25:45
So do I get 2 answers?
25:47
So, of course, my favorite business book is the one my father wrote Is that what you wanted me
25:52
to say, Melinda?
25:54
I that is what I thought you might say.
25:57
So strategic selling is one of the best folks ever written on sales.
26:00
And, truly, that's not just because my dad wrote it.
26:03
People tell me that all the time that, you know, strategic selling changed their life.
26:08
And so my other favorite so without being because my dad wrote it is the e myth.
26:13
And I think for any small business, the e myth is a great book by Michael Gerfer.
26:17
That is an excellent book.
26:19
And for the longest time, that was my favorite business book that I always would say, but my
26:23
new favorite business book is different you by Jay Samit.
26:26
And I love it because what he says is if you wanna disrupt the world, start by disrupting
26:31
yourself.
26:31
Yes.
26:32
So I love it.
26:33
Listen, thank you guys so much for being my guest tonight on the small business chat
26:37
podcast, and thank you all for joining me for this episode of the small business chat
26:41
podcast.
26:42
For more information about how to start and grow a successful small business, head over to
26:46
succeed as your own boss.com, or you can check out one of my brand new courses on small biz
26:52
lady university.
26:53
Thank you all.
26:54
The mission to small biz chat is to end small business failure, and I'll leave you with this
26:58
you never lose in business.
27:00
Either you win or you learn.
27:02
Good night, everybody.
27:06
You for listening to the Small Biz chat podcast with Melinda Emerson.
27:10
For more resources and small business success strategies, visit succeed as your own boss.com.
27:17
Subscribe to this podcast wherever you listen to podcast and join us next Wednesday.