Latest / iwon™ podcast with Michael J Thomas / From Zero to $750 Million: How to Build a High Performing Sales Team | Alex Sullivan Lepaffe | iwon podcast with Michael J Thomas

Transcript

From Zero to $750 Million: How to Build a High Performing Sales Team | Alex Sullivan Lepaffe | iwon podcast with Michael J Thomas · iwon™ podcast with Michael J Thomas

0:00
Welcome
0:00
to
0:00
the
0:01
podcast.
0:01
Today
0:02
my
0:02
guest
0:03
is
0:03
pretty
0:03
interesting.
0:04
He's
0:04
been
0:04
at
0:05
the
0:05
deep
0:05
end,
0:05
scaling
0:06
B2B
0:07
tech
0:07
firms,
0:08
helping
0:08
build
0:09
the
0:09
sales
0:10
engine
0:10
at
0:10
one
0:11
company
0:11
where
0:12
he
0:12
took
0:12
it
0:12
from
0:13
0
0:13
to
0:13
250
0:14
and
0:14
they
0:14
exited
0:15
for
0:15
$750
0:16
million.
0:17
He's
0:18
both
0:18
a
0:18
sales
0:19
specialist
0:19
and
0:20
an
0:20
investor,
0:21
so
0:21
he
0:22
sees
0:22
the
0:22
problem
0:22
from
0:23
both
0:23
sides
0:24
of
0:24
the
0:24
table.
0:24
His
0:25
name
0:25
is
0:25
Alex
0:26
and
0:26
he's
0:26
from
0:26
the
0:27
salespeople.
0:28
Alex,
0:29
welcome
0:29
to
0:29
the
0:29
show.
0:30
Thank
0:30
you
0:30
very
0:30
much.
0:31
Before
0:31
this
0:32
chat,
0:32
you
0:32
and
0:33
I
0:33
were
0:33
talking
0:34
about
0:34
a
0:34
shared
0:35
statistic
0:35
that
0:35
I
0:36
just
0:36
couldn't
0:36
get
0:36
out
0:36
of
0:36
my
0:37
head.
0:37
The
0:37
average
0:38
failure
0:38
rate
0:39
for
0:39
new
0:39
salespeople
0:40
is
0:40
somewhere
0:40
between
0:41
70
0:41
and
0:41
80%,
0:43
but
0:43
your
0:43
team's
0:44
rate
0:44
is
0:44
only
0:44
5.
0:45
That
0:46
is
0:46
the
0:46
literal
0:47
difference
0:47
between
0:48
surviving
0:49
and
0:50
scaling.
0:51
Can
0:51
you.
0:51
Can
0:51
you
0:52
kick
0:52
off
0:53
by
0:53
telling
0:53
us
0:54
what
0:55
that
0:56
70
0:56
to
0:57
80%
0:57
failure
0:58
rate
0:58
looks
0:59
like
0:59
in
0:59
the
0:59
wild?
0:59
What
1:00
are
1:00
founders
1:00
getting
1:01
so
1:01
fundamentally
1:02
wrong
1:02
when
1:02
it
1:02
comes
1:03
to
1:03
that?
1:04
Yeah.
1:04
Okay,
1:05
so
1:06
firstly,
1:07
I
1:07
think
1:08
hiring
1:08
the
1:09
wrong
1:09
people.
1:10
So
1:11
when
1:11
we
1:11
started
1:12
the
1:12
business,
1:12
the
1:13
reason
1:13
that
1:13
we
1:13
actually
1:13
started
1:14
was
1:14
because
1:15
I
1:15
sat
1:16
around
1:17
a
1:17
pub
1:17
table
1:18
with
1:18
all
1:18
of
1:19
my
1:19
old
1:20
team
1:20
who
1:21
have
1:21
gone
1:21
on
1:22
to
1:23
be
1:23
very
1:23
successful.
1:24
You
1:24
know,
1:24
their
1:24
CROs
1:25
here,
1:25
ccos
1:26
there,
1:26
founders
1:27
here.
1:28
You
1:28
know,
1:28
it's
1:28
a
1:29
team
1:29
of
1:29
superstars.
1:30
But
1:30
I
1:31
assure
1:31
you
1:31
that
1:32
is
1:32
not
1:32
how
1:32
we
1:33
started.
1:34
We
1:34
had
1:34
no
1:34
experience,
1:35
very
1:36
few
1:36
of
1:36
us
1:36
had
1:37
university
1:37
degrees.
1:39
And
1:40
the
1:40
conversation
1:40
that
1:41
we
1:41
had
1:41
was
1:42
if
1:42
back
1:43
then
1:43
we'd
1:43
applied
1:44
to
1:44
companies
1:45
now,
1:46
the
1:46
fintech,
1:46
et
1:47
cetera,
1:47
they
1:47
wouldn't
1:48
have
1:48
hired
1:48
us
1:49
because
1:49
we
1:49
didn't
1:50
have
1:51
the
1:51
right
1:51
criteria
1:52
for
1:53
them.
1:54
So
1:54
I
1:54
think
1:54
first
1:55
and
1:55
foremost,
1:55
the
1:56
hiring
1:56
criteria
1:57
of
1:57
most
1:58
companies
1:58
is
1:58
completely
1:59
wrong.
1:59
And
2:00
I
2:00
think
2:00
the
2:01
reason,
2:01
I
2:01
think
2:02
the
2:02
way
2:02
that
2:02
it
2:02
goes
2:03
is
2:03
they
2:03
say
2:04
I
2:04
want
2:04
to
2:05
de
2:05
risk
2:05
this
2:05
hire.
2:06
The
2:07
way
2:07
I
2:07
de
2:07
risk
2:08
this
2:08
hire
2:08
is
2:09
let's
2:09
get
2:10
someone
2:10
with
2:10
a
2:10
couple
2:11
of
2:11
few
2:11
years
2:11
experience
2:13
in
2:13
my
2:13
specter
2:15
who's
2:15
got
2:15
this
2:15
type
2:15
of
2:16
background
2:16
and
2:17
then
2:17
they
2:17
apply
2:17
some
2:18
of
2:18
their
2:18
bias
2:19
over
2:20
it
2:20
to
2:21
look
2:21
for
2:21
certain
2:21
types
2:22
of
2:22
people
2:23
and
2:23
that's
2:23
what
2:23
they
2:23
get.
2:24
Now
2:24
my
2:25
prediction
2:25
of
2:26
that
2:26
is
2:26
that
2:26
while
2:27
they
2:27
think
2:27
they
2:27
are
2:28
de
2:28
risking
2:28
it,
2:29
actually
2:31
the
2:31
best
2:31
salespeople
2:32
that
2:32
have
2:32
got
2:33
two
2:33
to
2:33
three
2:33
years
2:34
experience
2:34
in
2:35
fintech
2:36
aren't
2:36
looking
2:36
for
2:37
a
2:37
job.
2:37
So
2:37
they're
2:38
not
2:38
getting
2:38
the
2:38
good
2:38
ones.
2:39
And
2:39
if
2:39
they
2:39
were,
2:40
they
2:40
wouldn't
2:40
be
2:40
going
2:41
to
2:41
that
2:41
business
2:42
at
2:42
that
2:42
stage
2:42
stage,
2:43
because
2:43
they
2:43
could
2:43
go
2:43
to
2:43
a
2:44
different
2:44
business
2:44
for
2:44
a
2:45
lot
2:45
more
2:45
money.
2:45
So
2:45
I
2:45
think
2:46
hiring
2:46
is
2:46
the
2:46
first
2:47
issue.
2:47
I
2:47
think
2:48
they
2:48
hire
2:48
the
2:48
wrong
2:48
people
2:49
and
2:49
then
2:49
secondly,
2:50
I
2:50
think
2:50
they
2:51
have
2:51
a
2:51
time
2:51
constraint.
2:53
So
2:53
I
2:53
think
2:53
they
2:54
don't
2:54
onboard
2:56
very
2:56
well.
2:57
And
2:57
so
2:57
those
2:57
two
2:58
things
2:58
combined
2:59
mean
3:00
the
3:00
chances
3:00
of
3:01
success
3:01
are
3:01
very
3:02
low.
3:02
When
3:03
you
3:03
say
3:03
hiring
3:03
the
3:04
wrong
3:04
people,
3:05
what
3:06
founders
3:07
listening
3:07
to
3:08
this
3:08
podcast,
3:09
if
3:09
they're
3:10
not
3:10
in
3:10
a
3:10
position
3:11
to
3:11
bring
3:12
in
3:12
somebody
3:12
like
3:12
you
3:13
or
3:13
maybe
3:13
hire
3:14
that
3:14
superstar
3:15
person,
3:16
inverted
3:17
commas,
3:17
what
3:18
should
3:18
they
3:18
be
3:18
looking
3:19
for?
3:19
When
3:19
it
3:19
comes
3:20
to
3:20
hiring
3:21
a
3:21
salesperson?
3:22
If
3:22
you
3:23
were
3:23
in
3:23
their
3:23
shoes
3:24
and
3:25
you
3:25
were
3:25
building
3:26
scrappy,
3:27
bootstrapping,
3:28
all
3:28
that
3:28
lovely
3:29
stuff,
3:29
or
3:29
even
3:30
if
3:30
you're
3:30
at
3:30
a
3:30
different
3:31
level
3:31
of
3:31
scale,
3:32
what
3:32
should
3:33
they
3:33
be
3:33
looking
3:33
for?
3:34
So
3:34
world
3:34
first
3:35
when
3:35
we
3:35
started
3:36
that
3:36
the,
3:37
you
3:37
know,
3:38
fintech
3:38
didn't
3:39
exist
3:39
or
3:39
whatever,
3:39
whatever,
3:40
but
3:40
that
3:40
company
3:41
went
3:41
from
3:42
zero
3:43
to
3:44
$750
3:45
million
3:46
exit
3:46
with
3:47
no
3:47
dilution
3:48
and
3:48
no
3:48
funding
3:49
rounds.
3:49
So
3:49
that
3:50
was
3:50
grown
3:50
through
3:51
revenue.
3:52
JQ
3:53
and
3:53
Nick
3:53
were
3:53
first
3:53
time
3:54
founders.
3:55
I
3:55
was
3:55
the
3:55
first
3:56
sales
3:56
rep
3:56
hired
3:57
and
3:57
I
3:58
had
3:58
been
3:58
doing
3:58
sales
3:59
but
3:59
I'd
3:59
certainly
3:59
never
4:00
built
4:00
a
4:00
sales
4:00
team.
4:01
I
4:02
hadn't
4:02
done
4:02
any
4:02
of
4:02
the
4:03
things
4:03
that
4:03
I
4:03
was
4:04
hired
4:04
to
4:04
do.
4:05
And
4:06
when
4:06
I
4:06
hired
4:06
Graham,
4:07
who
4:07
was
4:07
my
4:07
first
4:08
hire,
4:08
pretty
4:09
sure
4:09
he
4:09
was
4:09
a
4:09
professional
4:10
gambler.
4:10
He
4:11
hadn't
4:11
done
4:12
any
4:12
of
4:12
those
4:12
things
4:12
before
4:13
and
4:13
nor
4:14
had
4:14
Danny.
4:15
When
4:15
we
4:15
hired
4:15
Danny,
4:16
who
4:16
ended
4:16
up
4:16
head
4:17
of
4:17
emea,
4:18
we
4:18
were
4:18
all
4:19
just
4:19
smart
4:20
people
4:20
with
4:21
really
4:21
good
4:21
attitudes
4:22
and
4:23
we
4:23
learned
4:23
the
4:23
rest.
4:24
We
4:24
didn't
4:25
have
4:25
a
4:25
really
4:25
strong
4:25
onboarding
4:26
process,
4:27
we
4:27
didn't
4:28
have
4:28
a
4:29
90
4:29
day.
4:29
We
4:30
just
4:30
hired
4:31
really
4:31
smart
4:32
people
4:32
with
4:33
really
4:33
good
4:33
attitudes
4:35
and
4:35
that
4:36
was
4:36
really
4:36
what
4:37
drove
4:37
most
4:38
of
4:38
that
4:39
growth
4:39
and
4:39
success.
4:40
So
4:40
I
4:41
would
4:41
hire
4:41
for
4:41
aptitude
4:42
and
4:42
attitude
4:43
and
4:43
I
4:43
would
4:43
teach
4:43
skills.
4:44
I'm
4:44
going
4:44
to
4:45
put
4:45
you
4:45
on
4:45
the
4:45
spot
4:45
here
4:46
slightly.
4:46
Yeah.
4:47
So
4:47
if
4:48
we're
4:48
talking
4:48
about
4:48
attitude,
4:49
what
4:50
should,
4:51
what
4:51
are
4:51
the
4:52
like
4:52
top
4:52
three
4:53
attitudes
4:53
if
4:53
you
4:54
were
4:54
to
4:54
reel
4:54
off
4:55
like.
4:55
Because
4:55
attitude's
4:56
a
4:56
broad
4:56
term,
4:57
isn't
4:57
it?
4:57
So
4:58
firstly
4:58
I'm
4:58
looking
4:59
for
5:00
resilience.
5:03
So
5:03
I'm
5:04
looking
5:04
for
5:04
someone
5:05
that
5:05
can
5:05
get
5:06
knocked
5:06
onto
5:06
their
5:06
bum
5:07
and
5:07
get
5:07
up
5:07
and
5:08
go
5:08
again.
5:08
So
5:08
I'm
5:09
looking
5:09
for
5:11
someone
5:11
that
5:11
needs
5:12
it,
5:13
not
5:14
someone
5:14
that
5:14
wants
5:14
to
5:14
sit
5:15
in
5:15
a
5:15
beanbag
5:15
and
5:16
say
5:16
they
5:16
work
5:16
for
5:16
a
5:17
cool
5:17
fintech.
5:18
So
5:18
almost
5:18
like
5:19
for
5:19
me
5:19
the
5:19
fact
5:19
that
5:20
they
5:20
worked
5:20
at
5:20
a
5:20
fintech
5:21
and
5:21
they
5:21
only
5:21
want
5:21
to
5:22
work
5:22
at
5:22
a
5:22
fintech
5:22
that's
5:23
VC
5:23
backed
5:23
is
5:24
actually
5:24
the
5:24
thing.
5:25
I,
5:26
I'm
5:26
out.
5:26
I'm
5:27
looking
5:27
for
5:28
resilience,
5:31
I'm
5:31
looking
5:32
for
5:33
drive.
5:35
So
5:36
I
5:36
really
5:36
want
5:36
to
5:37
know
5:37
why
5:37
do
5:38
they
5:38
want
5:38
this?
5:38
And
5:39
honestly
5:39
like
5:40
in
5:40
our
5:40
hiring
5:41
criteria,
5:41
I'm
5:42
looking
5:42
for
5:42
a
5:42
chip
5:42
on
5:42
the
5:43
shoulder.
5:43
I
5:43
don't
5:43
care
5:43
whether
5:44
you're
5:44
rich
5:44
or
5:44
poor,
5:44
good
5:45
background
5:45
background.
5:46
I
5:46
need
5:47
to
5:47
see
5:47
some
5:48
deep
5:48
rooted
5:50
trauma
5:51
reason
5:52
that
5:52
you
5:52
need
5:52
to
5:52
be
5:53
successful
5:54
because
5:54
I
5:55
just
5:55
don't
5:55
need
5:55
you
5:56
to
5:56
come
5:56
and
5:56
have
5:57
a
5:57
go
5:57
and
5:57
if
5:58
it
5:58
doesn't
5:58
work,
5:58
don't
5:59
worry
5:59
about
5:59
it,
5:59
pop
5:59
off,
6:00
get
6:00
another
6:00
job.
6:00
I
6:01
need
6:01
you
6:01
to
6:01
have
6:01
to
6:02
make
6:02
this
6:02
work.
6:03
So
6:04
resilience,
6:07
drive
6:09
and
6:09
aptitude.
6:10
I
6:10
need
6:10
for
6:11
you
6:11
to
6:11
be
6:11
able
6:12
to
6:12
learn
6:13
really
6:14
quickly
6:14
because
6:15
what
6:15
your
6:15
job
6:15
is
6:16
today
6:16
is
6:17
different
6:17
to
6:17
what
6:17
it
6:17
will
6:18
be
6:18
tomorrow
6:18
and
6:19
in
6:19
a
6:19
week
6:19
and
6:19
in
6:19
a
6:19
month
6:20
and
6:20
in
6:20
the
6:20
year.
6:20
And
6:21
also
6:21
I'm
6:21
a
6:22
small
6:22
business
6:23
so
6:23
I
6:23
don't
6:23
have
6:23
time
6:24
to
6:24
spoon
6:24
feed
6:25
you
6:25
and
6:25
I
6:26
might
6:26
not
6:26
have
6:26
a
6:27
perfect
6:27
onboarding
6:28
program
6:28
but
6:28
I
6:28
need
6:29
you
6:29
to
6:29
figure
6:29
it
6:29
out.
6:30
If
6:30
you
6:30
did
6:31
nothing
6:31
but
6:31
get
6:32
that
6:32
person
6:32
and
6:33
gave
6:33
them
6:33
nothing,
6:34
they
6:34
would
6:34
have
6:34
a
6:34
better
6:35
success
6:35
rate
6:35
than
6:36
70%
6:36
because
6:37
they
6:37
would
6:37
just
6:37
go.
6:38
They
6:38
would
6:39
be
6:39
smart
6:39
enough,
6:40
have
6:40
enough
6:41
drive
6:42
and
6:42
enough
6:42
resilience
6:43
to
6:43
just
6:44
go
6:44
do
6:44
it
6:44
themselves.
6:45
They
6:45
wouldn't
6:46
rely
6:46
on
6:46
you
6:46
to
6:48
solve
6:48
it.
6:49
And
6:49
I
6:49
ended
6:49
as
6:49
a
6:50
CCO
6:50
with
6:50
250
6:51
people
6:51
in
6:52
the
6:52
team.
6:52
And
6:52
that's
6:52
not
6:53
to
6:53
call
6:53
out
6:53
me.
6:53
There
6:53
were
6:53
plenty
6:54
of
6:54
people
6:54
in
6:54
my
6:54
team
6:55
that
6:55
scaled
6:55
exactly,
6:56
exactly
6:57
the
6:57
same
6:57
way
6:58
and
6:58
they
6:59
did
6:59
that
6:59
themselves.
6:59
You
7:00
know,
7:00
if
7:00
there
7:00
was
7:00
a
7:00
gap,
7:01
they
7:01
figured
7:01
out
7:01
how
7:01
to
7:01
fix
7:02
it.
7:02
You
7:02
talk
7:03
about
7:03
that
7:03
concept
7:04
of,
7:04
of
7:04
resilience
7:05
attitude.
7:07
It
7:07
almost
7:07
sounds
7:08
like
7:08
a
7:08
raw
7:09
hunger
7:09
to
7:10
you
7:10
know
7:10
the
7:11
chip
7:11
on
7:11
the
7:11
shoulder
7:12
thing
7:12
that
7:12
kind
7:12
of
7:12
fire
7:13
in
7:13
their
7:13
belly.
7:14
And
7:15
I
7:15
guess
7:15
in
7:16
a
7:16
way
7:16
is
7:17
would
7:17
you
7:17
argue
7:18
that
7:18
having
7:18
no
7:19
onboarding
7:19
process
7:21
and
7:21
kind
7:21
of
7:22
throwing
7:22
them
7:22
in
7:22
the
7:23
deep
7:23
end
7:23
is
7:23
a
7:24
great
7:24
way
7:24
to
7:25
kind
7:25
of
7:26
see
7:26
who's,
7:27
who's
7:27
got
7:28
what
7:28
you
7:28
need
7:28
or
7:30
because
7:30
it
7:30
sounds
7:31
like
7:31
and
7:31
tell
7:31
me
7:31
if
7:31
I'm
7:32
wrong,
7:32
I'm
7:32
not
7:32
in
7:32
your
7:33
shoes
7:33
but
7:34
it
7:34
sounds
7:35
like
7:36
you
7:36
want
7:36
to
7:37
throw
7:37
them
7:37
into
7:37
the
7:37
deep
7:38
end
7:38
with
7:39
less
7:39
onboarding
7:40
to
7:40
kind
7:40
of
7:40
see
7:40
how
7:41
they
7:41
get
7:41
on
7:42
and
7:42
then
7:42
obviously
7:43
help
7:43
develop
7:43
them
7:44
as
7:44
you
7:44
go
7:44
along.
7:45
Is
7:46
that
7:46
fair
7:46
or
7:46
am
7:47
I
7:47
completely
7:47
off
7:48
base?
7:48
So
7:48
the
7:48
way
7:48
that
7:49
we
7:49
build
7:49
sales
7:49
teams
7:50
is
7:52
get
7:52
the
7:52
hire
7:53
right
7:53
and
7:54
then
7:54
intense
7:55
90
7:55
day
7:56
onboarding.
7:57
I
7:57
think
7:57
the
7:57
difference
7:58
between
8:00
we
8:00
did
8:00
it
8:00
just
8:01
naturally
8:01
at
8:01
world
8:02
first
8:02
whereas
8:03
now
8:03
we
8:03
do
8:03
it
8:03
programmatically.
8:05
But
8:05
you
8:05
know
8:06
the
8:06
difference
8:07
of
8:07
the
8:07
way
8:07
that
8:08
I
8:08
we
8:09
would
8:09
on
8:09
board
8:10
versus
8:10
I
8:10
think
8:11
most
8:11
companies
8:12
we
8:13
do
8:13
most
8:14
on
8:14
desk
8:15
all
8:15
day
8:16
every
8:16
day.
8:17
So
8:17
we
8:17
would
8:18
literally
8:18
it
8:19
was
8:19
just
8:19
a
8:19
culture
8:20
where
8:21
we
8:21
had
8:21
a
8:21
way
8:21
of
8:21
doing
8:22
things
8:22
and
8:22
it
8:23
was
8:23
taught
8:23
on
8:23
desk.
8:24
I
8:24
would,
8:24
we
8:25
had
8:25
an
8:25
open
8:25
floor
8:26
do
8:27
still
8:27
now
8:28
and
8:28
so
8:28
I
8:29
can
8:29
hear
8:29
someone
8:30
off
8:30
Course.
8:30
And
8:30
I
8:31
course
8:31
correct
8:31
it
8:32
there
8:32
and
8:32
then.
8:33
Where
8:33
I
8:33
think
8:33
most
8:34
businesses
8:34
have
8:35
more
8:35
perhaps
8:36
like
8:36
a
8:36
bit
8:36
of
8:36
program,
8:37
you
8:37
know,
8:37
a
8:37
bit
8:37
of
8:37
this,
8:38
and
8:38
then
8:38
off
8:38
you
8:38
go.
8:39
And
8:39
then
8:39
at
8:39
the
8:39
end
8:39
of
8:40
the
8:40
month,
8:40
I
8:40
tell
8:40
you
8:40
some
8:41
feedback,
8:41
and
8:41
it's.
8:42
You're
8:42
29
8:42
days
8:43
too
8:43
late
8:44
for
8:44
that
8:44
feedback
8:45
to
8:45
be
8:45
useful.
8:46
So
8:46
then
8:47
the
8:47
onboarding
8:48
time
8:48
takes
8:49
so
8:49
much
8:49
longer,
8:51
and
8:51
you
8:51
don't
8:52
course
8:52
correct
8:52
as
8:53
often.
8:53
And
8:54
so
8:54
then
8:54
the
8:54
fail
8:55
rate
8:55
at
8:55
end
8:55
of
8:56
month
8:56
three
8:56
is
8:56
like,
8:56
oh,
8:56
well,
8:57
you're
8:57
not
8:57
where
8:57
I
8:57
expected
8:58
to
8:58
be.
8:59
So,
8:59
no,
9:00
I
9:00
think
9:00
if
9:00
you
9:01
can,
9:02
as
9:02
we
9:02
do,
9:03
the
9:03
challenge
9:03
is
9:04
time
9:04
for
9:04
most
9:05
people.
9:05
But,
9:05
you
9:06
know,
9:06
if
9:06
you
9:06
can,
9:06
then
9:07
you
9:07
want
9:07
to
9:07
hire
9:08
those
9:08
right
9:08
people
9:09
and
9:09
then
9:09
put
9:10
them
9:10
in
9:10
an
9:10
environment
9:11
where
9:11
they
9:12
learn
9:12
every
9:13
single
9:13
day.
9:14
Like,
9:14
we
9:14
coach
9:14
our
9:15
sales
9:15
team
9:15
every
9:16
single
9:16
day.
9:17
If
9:18
I
9:18
had
9:18
to
9:18
choose,
9:19
if
9:19
I
9:19
was
9:19
a
9:19
timestrapped
9:20
founder
9:21
and
9:21
I
9:21
was
9:21
like,
9:21
that
9:21
sounds
9:22
cute,
9:22
but,
9:22
like,
9:22
I've
9:23
got
9:23
a
9:23
lot
9:23
to
9:23
do
9:23
and
9:24
I
9:24
haven't
9:24
got
9:24
someone
9:24
dedicated,
9:26
then.
9:27
Then
9:27
I
9:28
would.
9:28
If
9:28
I
9:28
get
9:28
the
9:29
right
9:29
person,
9:31
they
9:31
will
9:31
be
9:31
more
9:32
successful
9:32
than
9:33
getting
9:33
the
9:33
wrong
9:34
person
9:34
with
9:34
a
9:34
really
9:35
strong
9:35
onboarding
9:35
program.
9:38
If
9:38
I
9:38
had
9:38
to
9:39
choose.
9:39
Okay,
9:39
cool.
9:40
So
9:40
it
9:40
re
9:40
emphasizes
9:41
your
9:41
point
9:41
about
9:42
attitude
9:42
and,
9:43
and.
9:43
And
9:43
that
9:44
sort
9:44
of
9:44
hunger
9:44
element.
9:45
But
9:45
also,
9:45
I
9:46
really
9:46
like
9:46
the
9:46
idea
9:47
that
9:47
you're
9:47
talking
9:47
about
9:47
this
9:48
concept
9:48
of
9:48
keeping
9:49
an
9:49
ear
9:49
to
9:50
the
9:50
ground.
9:51
You
9:51
know
9:51
what
9:51
I
9:51
mean?
9:52
Being
9:52
around,
9:53
hearing
9:53
things.
9:53
It's
9:53
constant.
9:54
We
9:54
literally
9:55
sit
9:55
on
9:55
desks.
9:56
And
9:56
yes,
9:56
we
9:57
have
9:57
programmatic
9:57
onboarding,
9:58
but
9:58
a
9:58
lot
9:59
of
9:59
what
9:59
we
9:59
do
10:00
is
10:00
on
10:00
the
10:01
floor
10:01
training,
10:01
constant
10:02
coaching.
10:03
Now
10:03
that
10:03
scales
10:04
again,
10:04
if
10:04
you
10:05
think
10:05
about,
10:05
like,
10:05
we
10:06
went
10:06
zero
10:06
to
10:06
250,
10:07
you
10:08
know,
10:08
a
10:08
lot
10:08
of
10:08
that
10:08
is
10:08
by
10:09
osmosis.
10:09
I
10:10
teach
10:10
this
10:10
person,
10:11
and
10:11
then
10:11
it
10:12
just
10:12
becomes
10:13
a
10:13
culture.
10:13
It
10:13
becomes
10:14
an
10:14
organic
10:15
way
10:15
that
10:16
we
10:16
are
10:16
in
10:17
this
10:17
office.
10:18
And
10:18
so
10:18
what
10:19
you
10:19
start
10:19
to
10:19
see
10:19
if
10:19
you
10:20
have
10:20
the
10:20
right
10:20
people,
10:20
the
10:21
right
10:21
incentives,
10:22
they
10:22
start
10:22
to
10:23
course
10:23
correct
10:23
each
10:23
other
10:24
because
10:24
they
10:25
want
10:25
the
10:25
other
10:25
person
10:26
next
10:26
to
10:26
them
10:26
to
10:27
be
10:27
successful.
10:28
So
10:28
it's
10:29
like
10:29
a
10:29
living
10:29
green.
10:30
It
10:30
just
10:30
happens.
10:31
And
10:31
it
10:31
needs
10:32
you
10:32
far
10:32
less
10:33
because
10:33
it
10:33
bred
10:33
in
10:34
all
10:34
day,
10:34
every
10:34
day.
10:35
You
10:35
talked
10:35
about
10:36
ADHD
10:36
coming
10:37
up.
10:37
I'm
10:37
quite
10:37
obsessive.
10:38
So,
10:38
I
10:38
mean,
10:38
I
10:38
think,
10:39
for
10:39
example,
10:40
before
10:40
we
10:40
had
10:41
HR
10:42
and
10:42
you
10:42
can
10:42
verify
10:43
this,
10:44
I
10:44
had
10:44
a
10:45
cling
10:45
film
10:46
role,
10:47
and
10:48
if
10:48
one
10:49
of
10:49
our
10:49
phones
10:49
rang
10:50
more
10:50
than
10:51
three
10:51
times
10:51
from
10:52
a
10:52
customer
10:52
calling
10:53
in
10:53
to
10:53
place
10:53
a
10:54
trade
10:54
with
10:54
us.
10:55
But,
10:56
you
10:56
know,
10:56
I
10:56
think
10:57
to
10:57
do
10:57
that,
10:57
it
10:57
took
10:58
obsession
10:59
every
10:59
day
11:00
on,
11:00
like,
11:00
what
11:01
good
11:01
looks
11:01
like.
11:02
That's
11:02
what
11:02
I
11:03
mean
11:03
by
11:03
onboarding.
11:04
I
11:04
don't
11:04
mean
11:04
like
11:04
just
11:05
a
11:05
30,
11:05
60,
11:05
90.
11:06
I
11:06
mean,
11:07
I'm
11:07
obsessed
11:08
all
11:08
day,
11:09
every
11:09
day
11:09
on
11:09
getting
11:10
the
11:10
sales
11:10
team
11:10
to
11:11
be
11:11
as
11:11
good
11:11
as
11:11
they
11:11
can
11:11
be.
11:12
You're
11:12
kind
11:12
of
11:12
like
11:13
a
11:13
sort
11:13
of
11:13
high
11:14
performance
11:14
coach
11:15
in
11:15
the
11:15
trenches
11:16
all
11:16
day,
11:16
every
11:17
day.
11:17
And,
11:18
and
11:18
that's
11:18
how
11:19
you
11:19
kind
11:19
of
11:19
carve
11:19
it
11:19
out.
11:20
And
11:21
it
11:21
makes
11:21
me
11:21
think,
11:22
right,
11:22
so
11:23
we
11:23
touched
11:23
on
11:23
the
11:23
world's
11:24
first
11:24
element
11:24
and
11:25
it's
11:25
the
11:25
kind
11:25
of
11:25
story
11:25
that
11:26
every
11:26
founder
11:27
listening
11:27
will
11:27
dream
11:28
of
11:28
achieving
11:29
themselves.
11:29
Right.
11:30
But
11:31
obviously
11:32
the
11:32
audience
11:33
doesn't
11:34
want
11:34
the
11:34
polished
11:35
version.
11:36
They
11:36
want
11:36
the
11:36
reality,
11:39
but
11:39
don't
11:40
do
11:40
it.
11:41
They
11:41
obviously
11:41
want
11:42
the
11:42
ups
11:42
and
11:42
downs
11:42
that
11:43
we
11:43
talked
11:43
about.
11:43
So
11:44
what
11:44
is
11:45
the
11:45
biggest
11:45
mistake
11:46
you
11:46
made?
11:47
Scaling
11:48
to
11:48
that,
11:48
from
11:49
that
11:49
0
11:49
to
11:49
2:50
11:50
to
11:51
that
11:51
750
11:52
million
11:52
pound
11:52
exit.
11:53
What
11:53
was
11:54
it
11:54
the
11:54
biggest
11:55
mistake
11:55
that
11:55
I
11:56
personally
11:56
made?
11:57
Yes,
11:58
certainly
11:58
from
11:59
a,
12:00
I
12:00
suppose
12:01
from
12:01
a
12:01
go
12:02
to
12:02
market
12:02
sales
12:02
point
12:03
of
12:03
view,
12:03
obviously
12:04
it
12:05
sounds
12:05
like
12:05
you
12:05
had
12:05
many
12:06
chefs
12:06
in
12:06
the
12:06
kitchen,
12:07
but
12:08
I'm
12:08
sure
12:09
there
12:09
were
12:09
some
12:10
stories
12:10
of
12:11
things
12:11
that
12:11
you
12:11
might
12:12
have
12:12
wanted
12:13
you
12:13
and
12:13
the
12:14
team
12:14
perhaps
12:14
to
12:15
have
12:16
done
12:16
differently
12:16
or
12:17
something
12:17
that
12:17
you
12:17
learned
12:17
from
12:18
that.
12:18
The
12:18
founders
12:19
can
12:19
can
12:20
your
12:20
wisdom,
12:20
my
12:21
friend.
12:21
What
12:21
is
12:22
your
12:22
biggest
12:22
mistake?
12:23
Okay,
12:25
if
12:25
you
12:26
honestly
12:26
want
12:26
the
12:26
honest
12:27
answer,
12:27
like
12:28
at
12:28
43
12:29
versus
12:29
when
12:29
I
12:29
was
12:30
there
12:30
at
12:30
25,
12:31
then
12:32
the
12:32
honest
12:32
answer
12:33
of
12:33
how
12:33
I
12:33
would
12:33
do
12:33
it
12:34
different
12:34
is
12:34
I
12:35
would
12:35
pay
12:35
more
12:36
attention
12:36
to
12:36
how
12:37
I'm
12:37
looking
12:37
after
12:37
the
12:38
mindset
12:39
of
12:39
the
12:39
people
12:39
around
12:40
me.
12:40
So
12:41
did
12:41
we
12:41
build
12:42
a
12:42
lot
12:43
of
12:43
revenue?
12:43
Yes.
12:44
Did
12:45
it
12:45
perhaps
12:45
come
12:45
at
12:46
the
12:46
expense
12:46
of
12:46
some
12:47
of
12:47
our
12:48
mental
12:48
health?
12:49
And
12:49
perhaps
12:49
then
12:50
that
12:50
wasn't
12:50
something
12:51
that
12:51
was
12:51
so
12:51
talked
12:52
about.
12:53
Going
12:53
to
12:53
the
12:53
pub
12:54
because
12:54
it's
12:54
been
12:54
a
12:54
stressful
12:55
day
12:56
was
12:56
pretty
12:56
cultural
12:57
for
12:57
us.
12:58
And
13:01
was
13:01
that
13:02
the
13:02
healthiest
13:03
way
13:03
for
13:03
a
13:03
large
13:04
number
13:04
of
13:04
young
13:05
people
13:05
to
13:06
manage
13:06
themselves,
13:07
decompress?
13:09
I
13:09
put
13:09
a
13:09
lot
13:09
of
13:10
time
13:10
and
13:10
energy
13:11
into
13:12
making
13:12
sure
13:12
that
13:13
yes,
13:13
sometimes
13:13
we
13:14
go
13:14
to
13:14
the
13:14
pub
13:14
and
13:14
that's
13:14
a
13:15
great
13:15
thing
13:15
and
13:15
it's
13:15
great
13:15
for
13:15
building
13:16
the
13:16
culture.
13:17
And
13:17
actually
13:17
I
13:17
think
13:17
a
13:18
lot
13:18
of
13:18
businesses
13:18
don't
13:19
do
13:19
it.
13:19
And
13:19
sales
13:20
people,
13:20
you
13:21
know,
13:21
they,
13:21
they
13:21
do
13:21
enjoy
13:22
that
13:22
stuff,
13:23
but
13:23
I
13:23
also
13:24
really
13:25
encourage
13:25
going
13:26
for
13:26
runs.
13:27
Health,
13:27
breath
13:28
work.
13:28
We
13:28
do
13:28
breath
13:29
work
13:29
sessions
13:29
in
13:30
the,
13:30
in,
13:30
in
13:30
the,
13:31
in
13:31
the
13:31
office.
13:32
And
13:32
I
13:32
really
13:32
try
13:33
to
13:33
stay
13:33
quite
13:34
close
13:34
to
13:34
how
13:34
people
13:35
are
13:35
doing
13:36
mentally
13:37
where
13:37
perhaps
13:37
when
13:38
I
13:38
was
13:38
younger
13:40
I
13:40
wasn't
13:40
so
13:40
interested
13:41
in
13:41
that
13:42
for
13:42
myself
13:43
or
13:43
for
13:43
them.
13:43
In
13:43
the
13:44
brutal
13:44
world
13:44
of
13:44
sales,
13:45
where
13:45
70
13:46
to
13:46
80%
13:46
is
13:47
kind
13:47
of
13:47
the
13:47
normal
13:48
failure
13:48
rate,
13:48
which
13:48
means
13:49
only
13:49
20%
13:51
in
13:51
normal
13:51
circumstances
13:53
survive
13:54
or
13:54
succeed
13:55
or
13:55
swim,
13:56
what
13:56
you're
13:57
talking
13:57
about
13:57
is
13:57
the
13:58
idea
13:58
that
13:59
there
13:59
needs
14:00
to
14:00
be
14:00
a
14:00
balance
14:00
between
14:01
coaching
14:03
performance
14:03
management
14:04
and
14:05
looking
14:05
after
14:06
the
14:06
wellbeing
14:06
of
14:06
the
14:07
individual.
14:07
Yeah,
14:08
exactly.
14:08
So
14:09
I
14:09
think
14:09
back
14:09
then
14:10
I
14:10
was
14:11
smart
14:11
enough
14:12
is
14:12
the
14:12
nice
14:12
way
14:13
to
14:13
say
14:13
it.
14:13
If
14:14
I
14:14
do
14:14
this,
14:15
what
14:15
is
14:15
the
14:15
outcome?
14:16
And
14:16
the
14:16
outcome
14:16
that
14:17
I
14:17
want
14:17
is
14:17
more
14:17
revenue
14:18
threatening
14:19
someone.
14:20
I'll
14:20
give
14:20
you
14:20
a
14:20
really
14:20
good
14:21
example
14:21
that
14:21
I
14:22
did
14:22
well
14:22
then
14:23
and
14:23
still
14:23
hold
14:24
now.
14:25
It
14:25
fascinates
14:26
me
14:26
that
14:26
you
14:27
could
14:27
have
14:27
someone
14:27
performing
14:28
really
14:28
well
14:28
and
14:29
then
14:29
they
14:29
come
14:30
off
14:30
the
14:30
curve
14:30
a
14:31
bit
14:31
and
14:31
you
14:32
give
14:32
them
14:32
the
14:32
kind
14:33
of
14:33
look,
14:33
it's
14:34
been
14:34
too
14:34
bad
14:35
months.
14:35
If
14:35
you
14:35
hit
14:35
the
14:36
third,
14:36
you're
14:36
fired.
14:37
You
14:37
know,
14:38
that's
14:38
kind
14:38
of
14:38
interesting
14:38
because
14:39
it's
14:39
quite
14:39
standard
14:39
on
14:40
a
14:40
sales
14:40
floor.
14:40
I
14:41
was
14:41
talking
14:41
to
14:41
someone
14:41
about
14:41
this
14:42
the
14:42
other
14:42
day.
14:42
You
14:42
know,
14:43
they
14:43
were
14:43
in
14:43
a,
14:43
in
14:43
a
14:43
business.
14:44
They
14:44
had
14:45
someone
14:45
that
14:45
had
14:45
hit
14:45
200%
14:46
for
14:46
two
14:47
years,
14:47
fell
14:47
off
14:47
for
14:48
two
14:48
months
14:48
and
14:48
was
14:49
fired
14:49
on
14:49
month
14:49
three
14:49
and
14:50
was
14:50
told
14:50
on
14:50
month
14:50
two,
14:51
you
14:51
will
14:51
be
14:51
fired
14:51
on
14:52
month
14:52
three.
14:53
That
14:53
is
14:53
an
14:54
interesting
14:54
way
14:54
to
14:55
deal
14:55
with
14:55
that
14:55
problem.
14:55
Because
14:56
if
14:56
you
14:56
have
14:56
seen
14:57
that
14:57
someone
14:57
can
14:58
perform,
14:58
then
14:59
the
14:59
question
14:59
you
14:59
should
14:59
be
14:59
asking
15:00
yourself
15:00
is
15:00
why
15:01
has
15:01
there
15:01
performed
15:01
performance
15:02
stopped
15:02
all
15:03
of
15:03
a
15:03
sudden?
15:04
Is
15:04
it
15:04
A,
15:05
that
15:05
they've
15:05
magically
15:06
lost
15:06
or
15:06
all
15:07
of
15:07
their
15:07
skill
15:07
set?
15:08
No.
15:09
Or
15:09
is
15:09
it
15:10
B,
15:11
something
15:11
is
15:11
going
15:12
on
15:12
where
15:12
their
15:13
mind
15:13
is
15:13
not
15:13
in
15:14
the
15:14
game.
15:14
Could
15:14
be
15:14
home,
15:15
could
15:15
be
15:15
something
15:15
else.
15:16
Maybe
15:16
they've
15:16
had
15:16
a
15:17
bad
15:17
month
15:17
and
15:17
they're
15:18
feeling
15:18
it
15:18
and
15:18
that
15:19
is
15:19
coming
15:19
across
15:19
in
15:20
their
15:20
calls.
15:21
So
15:22
I
15:23
think
15:23
mindset
15:24
is
15:24
underrated
15:25
in
15:26
sales
15:26
performance.
15:27
And
15:27
I
15:28
think
15:28
often
15:28
what
15:28
happens
15:29
is
15:29
you
15:29
hire,
15:30
you
15:30
start
15:30
putting
15:31
under
15:31
pressure.
15:32
Now
15:32
some
15:32
people
15:33
respond
15:33
well
15:33
to
15:34
pressure.
15:34
Some
15:35
people,
15:35
they
15:35
just
15:35
get
15:36
in
15:36
a
15:36
fluster.
15:36
The
15:37
reality
15:37
is
15:37
every
15:38
salesperson
15:38
knows
15:39
if
15:39
you
15:39
don't
15:39
perform
15:40
for
15:40
three
15:40
months,
15:41
you're
15:41
probably
15:41
out
15:42
the
15:42
door
15:42
or
15:42
you
15:42
haven't
15:42
got
15:43
long
15:43
left.
15:43
So
15:43
you
15:44
probably
15:44
don't
15:44
need
15:45
to
15:45
tell
15:45
them
15:45
that.
15:46
Some
15:47
might
15:47
respond
15:47
well
15:48
to
15:48
it,
15:48
but
15:48
many
15:49
will
15:49
just
15:49
lose
15:50
the
15:50
plot.
15:50
So
15:51
actually
15:51
the
15:51
thing
15:51
to
15:52
do
15:52
is
15:52
to
15:52
understand
15:53
and
15:54
to
15:54
support,
15:54
support
15:55
mental
15:55
health
15:56
and
15:56
to
15:57
get
15:58
their
15:58
mindset
15:58
in
15:59
a
15:59
good
15:59
place.
16:00
Because
16:00
so
16:00
long
16:00
as
16:00
they've
16:01
got
16:01
that
16:01
and
16:01
they've
16:01
got
16:02
the
16:02
right
16:02
skill
16:02
set,
16:02
they'll
16:03
perform.
16:03
That's
16:04
massive.
16:04
I
16:04
mean,
16:04
I,
16:05
I
16:05
think
16:05
especially
16:05
in
16:06
sales
16:06
and
16:06
I'm
16:07
going
16:07
back
16:07
to
16:08
showing
16:08
my
16:08
age
16:08
here,
16:09
Glengarry
16:09
Glen
16:10
Ross
16:10
or
16:10
Boiler
16:11
Room
16:11
or
16:11
any
16:12
of
16:12
that,
16:12
that
16:13
sort
16:13
of
16:13
stuff,
16:13
to
16:14
watch
16:14
those
16:14
movies
16:15
as
16:15
a
16:15
team.
16:15
That
16:16
was
16:16
what
16:16
we
16:16
did
16:16
back
16:16
then.
16:17
ABCs,
16:18
yeah,
16:19
bears,
16:19
they
16:20
don't
16:20
watch
16:20
a
16:20
movie.
16:22
So
16:22
the
16:22
One
16:22
thing
16:23
I'd
16:23
say
16:23
is
16:24
what
16:24
was
16:24
the
16:25
real
16:25
cost
16:25
of
16:25
that
16:26
mistake,
16:26
do
16:26
you
16:26
think,
16:27
of
16:27
not
16:27
really
16:28
understanding
16:28
that
16:29
mindset
16:30
element
16:31
when
16:31
you
16:31
were
16:31
25?
16:33
Probably
16:33
cultural,
16:34
I
16:34
think.
16:35
Yeah,
16:35
probably
16:35
cultural.
16:36
I
16:36
think
16:37
that
16:37
probably
16:38
the
16:38
sales
16:39
culture
16:39
that
16:39
worked
16:40
in
16:40
the
16:40
business
16:40
early
16:41
on
16:42
perhaps
16:42
wasn't
16:42
as
16:43
suitable
16:43
to
16:44
a
16:44
growing
16:45
up
16:45
business,
16:46
to
16:47
a
16:47
business
16:47
that
16:47
needed
16:48
to
16:48
exit.
16:49
So
16:50
I
16:50
think
16:50
there
16:51
was
16:51
some
16:51
work
16:51
to
16:52
do
16:52
to
16:53
make
16:53
sure
16:53
that,
16:54
yeah,
16:54
that
16:55
it,
16:55
you
16:55
know,
16:55
that
16:55
the
16:56
maturity
16:56
of
16:56
the
16:57
sales
16:57
floor
16:57
grew
16:58
up
16:58
and
16:58
I
16:58
probably
16:59
didn't,
16:59
I
17:00
probably
17:00
didn't
17:00
do
17:00
a
17:00
great,
17:01
a
17:01
great
17:01
job
17:01
of
17:02
that.
17:03
And
17:03
just
17:03
at
17:03
a
17:03
personal
17:04
level.
17:05
Yeah,
17:05
I
17:06
think,
17:06
yeah,
17:07
did,
17:07
did
17:07
I
17:07
look
17:07
after
17:08
everyone
17:08
in
17:08
my
17:08
team
17:09
as
17:09
well
17:09
as
17:09
I
17:10
could
17:10
have?
17:11
So
17:11
now
17:12
I
17:12
would
17:12
be
17:12
very
17:12
mindful
17:13
to
17:13
make
17:13
sure
17:14
that.
17:14
But
17:14
yeah,
17:15
it
17:15
is
17:15
important
17:15
that
17:16
we
17:16
succeed
17:16
and,
17:16
and,
17:17
and
17:17
it's
17:17
also
17:18
important
17:18
that
17:18
we
17:18
look
17:18
after
17:19
people
17:19
and
17:19
make
17:19
sure
17:19
that
17:20
they're
17:20
okay.
17:21
Not
17:21
just
17:21
pounds
17:21
and
17:22
pence
17:22
and,
17:22
and
17:23
actually
17:23
the,
17:23
the
17:23
two
17:23
anyway
17:24
are
17:24
combined.
17:25
If
17:25
you're
17:25
looking
17:25
after
17:25
someone's
17:26
mental
17:26
health
17:26
and,
17:26
and
17:28
then
17:28
that'll
17:28
pay
17:29
back.
17:29
Yeah,
17:30
I
17:30
wholeheartedly
17:31
agree
17:32
and
17:32
I
17:32
know
17:32
sales
17:33
can
17:33
be
17:33
pretty
17:34
brutal
17:34
at
17:35
times.
17:35
I've
17:35
seen
17:36
it.
17:36
Yeah,
17:36
we
17:36
try
17:37
to
17:37
like
17:37
on
17:37
the
17:37
floor,
17:38
you
17:38
know,
17:38
we
17:39
spend
17:39
a
17:39
lot
17:39
of
17:39
time
17:40
having
17:40
a
17:40
lot
17:40
of
17:41
laughter
17:41
to,
17:41
to
17:42
ease
17:42
the
17:42
pain
17:43
of
17:43
loss.
17:44
You
17:44
know,
17:44
like
17:44
if
17:44
someone's
17:45
had
17:45
a
17:45
bad
17:45
call
17:45
or
17:46
whatever
17:46
or
17:46
they've
17:47
just
17:47
lost
17:47
a
17:47
deal
17:47
they've
17:48
been
17:48
working
17:48
on,
17:49
we
17:49
try
17:49
to
17:49
help
17:49
them
17:50
recover
17:50
quickly.
17:50
It's,
17:51
you
17:51
know,
17:51
the
17:51
community
17:52
has
17:52
a
17:52
really
17:52
great
17:53
opportunity
17:53
to
17:53
just
17:54
get
17:54
someone
17:55
over
17:55
that
17:55
really
17:56
quickly
17:56
and
17:56
move
17:57
on.
17:57
If
17:57
I
17:57
was
17:58
a
17:58
founder,
17:58
let's
17:59
say
17:59
that
17:59
I've,
18:00
I've
18:01
got
18:01
product
18:02
market
18:02
fit,
18:03
I'm
18:03
scaling,
18:04
I
18:04
need
18:04
to
18:05
start
18:06
thinking
18:07
about
18:07
how
18:08
to
18:08
put
18:08
in
18:08
place
18:09
the
18:09
right
18:09
support
18:11
for
18:11
salespeople.
18:12
Because
18:13
sales
18:13
is
18:13
very
18:13
much
18:14
a
18:14
roller
18:14
coaster
18:15
profession
18:15
in
18:15
many
18:15
respects.
18:16
You
18:16
know,
18:17
what
18:17
should
18:17
I
18:18
be
18:18
doing?
18:18
What
18:18
should
18:19
I
18:19
put
18:19
in
18:19
place?
18:19
You
18:19
talk
18:20
about
18:20
that
18:20
culture
18:21
element
18:22
and
18:22
if
18:22
you
18:23
were
18:23
advising
18:23
a
18:24
founder
18:25
who
18:25
maybe
18:25
wasn't
18:26
ready
18:26
to
18:26
bring
18:27
on
18:27
somebody
18:28
much
18:28
more
18:29
experienced,
18:30
but
18:30
maybe
18:30
somebody
18:31
much
18:31
more
18:31
junior,
18:32
how
18:32
could
18:32
they
18:33
set
18:33
them
18:33
up
18:33
for
18:33
success
18:34
in
18:34
terms
18:34
of
18:34
that
18:34
culture?
18:35
Okay,
18:36
so
18:36
let's
18:36
say
18:36
I'm
18:36
a
18:36
founder,
18:37
I've
18:37
hired
18:37
someone
18:37
junior,
18:38
what
18:38
can
18:38
I
18:38
do?
18:39
So
18:40
firstly,
18:41
don't
18:41
hire
18:42
someone
18:42
with
18:42
no
18:43
experience,
18:44
right,
18:44
because
18:44
you
18:44
haven't
18:45
got
18:45
time
18:45
to
18:45
teach
18:45
them
18:46
the
18:46
basics
18:46
of
18:47
sales,
18:48
right?
18:48
So
18:48
get
18:49
someone
18:49
with
18:49
two
18:49
to
18:50
three
18:50
years
18:51
experience.
18:52
Don't
18:52
get
18:52
a
18:52
grad.
18:53
Get
18:53
someone
18:54
with
18:54
two
18:54
to
18:54
three
18:54
years,
18:54
they've
18:55
got
18:55
the
18:55
basics
18:56
of
18:56
sales
18:57
so
18:57
that
18:58
you're
18:58
not
18:58
having
18:58
to
18:58
teach
18:59
them
18:59
sales,
19:00
especially
19:00
if
19:01
you
19:01
don't
19:02
really
19:02
know
19:02
how
19:02
to
19:02
do
19:03
sales.
19:03
And
19:03
most
19:04
founders,
19:04
they're
19:05
going
19:05
to
19:05
hate
19:05
this,
19:06
are
19:06
terrible
19:06
at
19:07
sales
19:08
because
19:09
to
19:09
be
19:09
clear,
19:10
it's
19:10
not
19:10
that
19:10
they.
19:11
So
19:11
it's
19:11
not
19:11
that
19:11
they
19:12
can't
19:12
close
19:12
deals.
19:13
It's
19:14
that
19:14
as
19:14
founders,
19:15
you
19:15
can
19:15
get
19:15
away
19:16
with
19:16
just
19:16
being
19:16
visionary
19:17
and
19:17
you're
19:17
the
19:18
founder
19:18
and
19:18
you
19:18
have
19:19
so
19:19
much
19:19
passion
19:19
that
19:20
you
19:20
could
19:20
just
19:20
convince
19:21
someone
19:21
in.
19:22
But
19:22
a
19:22
salesperson
19:23
can't
19:23
do
19:23
that
19:24
because
19:24
they're
19:24
not
19:24
the
19:24
founder,
19:25
they're
19:25
not
19:25
you.
19:25
They
19:25
haven't
19:26
got
19:26
10
19:26
years
19:26
in
19:26
the
19:27
field
19:27
and
19:28
they
19:28
just
19:28
don't
19:28
have
19:29
that
19:29
ability
19:30
to
19:30
sort
19:30
of
19:30
just
19:30
raw
19:31
convince
19:31
someone.
19:32
Someone,
19:32
you
19:32
know,
19:32
like
19:33
we,
19:33
you
19:34
know,
19:34
we've
19:34
launched
19:34
our
19:34
business.
19:35
I'm
19:35
going
19:35
to
19:35
get
19:35
my
19:35
first
19:35
10
19:36
customers
19:36
by
19:37
just
19:37
going
19:37
to
19:37
convince
19:38
them.
19:38
But,
19:39
you
19:39
know,
19:39
that
19:39
is,
19:40
you
19:40
know,
19:40
and
19:40
I
19:40
can
19:40
say,
19:40
I
19:41
own
19:41
this
19:41
agency
19:42
and
19:42
I
19:42
promise
19:42
you,
19:43
you
19:43
know,
19:43
so
19:44
I
19:44
think
19:44
most
19:44
founders
19:45
are
19:45
not
19:46
good
19:46
at
19:46
sales
19:47
in
19:47
the
19:47
way
19:47
they
19:47
think
19:48
they
19:48
are.
19:49
And
19:49
so,
19:50
you
19:50
know,
19:50
they're
19:50
not
19:50
really
19:51
that
19:51
well
19:51
placed
19:52
typically
19:52
to
19:53
train
19:53
a
19:54
salesperson.
19:54
So
19:54
firstly,
19:55
hire
19:55
someone
19:56
who
19:56
has
19:56
some
19:56
sales
19:57
experience
19:57
two
19:57
to
19:58
three
19:58
years.
19:59
Next,
19:59
if
20:00
you're
20:00
going
20:00
to
20:00
train
20:00
them
20:01
on
20:01
something,
20:02
train
20:02
them
20:03
on
20:03
the
20:03
product,
20:04
on
20:04
the
20:04
service,
20:05
on
20:05
the
20:05
competitors,
20:06
make
20:06
them
20:07
an
20:07
expert,
20:08
because
20:08
if
20:08
they're
20:08
a
20:09
decent
20:09
salesperson,
20:10
they
20:11
will
20:11
know
20:11
how
20:11
to
20:12
convert
20:12
that
20:12
knowledge
20:13
into
20:13
power.
20:14
Sales
20:15
is
20:15
really
20:15
simple
20:16
and
20:16
people
20:17
overcomplicate
20:18
it.
20:18
I
20:19
need
20:19
to
20:19
understand
20:20
your
20:20
needs.
20:21
You
20:21
can.
20:22
My
20:23
old
20:23
boss
20:23
said
20:23
to
20:23
me,
20:24
you
20:24
have
20:25
two
20:25
ears
20:26
and
20:26
one
20:27
mouth,
20:28
so
20:28
shut
20:28
the
20:28
f
20:29
up.
20:29
And
20:29
that
20:30
was
20:30
my
20:30
first
20:30
lesson.
20:31
It
20:31
stuck
20:31
with
20:31
me.
20:32
So
20:32
sales
20:32
is
20:33
very
20:33
simple.
20:33
You
20:34
know,
20:34
you
20:34
need
20:34
to
20:34
listen
20:35
more
20:35
than
20:35
you
20:35
talk.
20:37
So
20:37
ask
20:37
a
20:37
lot
20:38
of
20:38
questions
20:38
and
20:38
understand
20:39
the
20:39
customer
20:40
and
20:40
they
20:40
clearly
20:41
and
20:41
succinctly
20:42
explain
20:43
how
20:43
you're
20:44
solving
20:44
something
20:45
for
20:45
them.
20:45
And
20:45
if
20:45
you're
20:45
not,
20:46
just
20:46
say
20:46
that
20:46
you
20:46
can't.
20:47
So
20:47
your
20:48
job
20:48
is
20:48
to
20:49
deeply
20:49
teach
20:50
them
20:50
the
20:50
product
20:51
and
20:51
the
20:51
service.
20:52
Then
20:52
culturally,
20:53
I
20:53
would
20:53
say
20:53
the
20:53
main
20:54
thing,
20:54
if
20:54
I
20:54
was
20:55
a
20:55
founder,
20:56
what
20:56
often
20:57
happens
20:57
is
20:59
they
21:00
at
21:00
some
21:01
point
21:01
they
21:01
lose
21:01
a
21:01
bit
21:01
of
21:02
trust
21:02
and
21:02
they
21:02
start
21:03
sort
21:03
of
21:03
digging
21:04
into
21:04
and
21:05
questioning.
21:05
And
21:06
the
21:06
best
21:07
thing,
21:07
culturally
21:08
you
21:08
can
21:08
do
21:08
is
21:09
treat
21:09
that
21:09
salesperson
21:11
like
21:11
the
21:11
font
21:12
of
21:12
knowledge
21:13
and
21:13
make
21:13
them
21:14
central
21:14
to
21:15
the
21:15
business.
21:15
They
21:16
are
21:16
your
21:16
front
21:17
line.
21:17
They
21:17
are
21:17
learning.
21:18
Every
21:18
call
21:19
they
21:19
make
21:19
is
21:19
a
21:20
data
21:20
point
21:20
point.
21:21
When
21:21
they
21:21
say
21:21
something
21:22
and
21:22
they
21:22
get
21:22
pushed
21:23
back,
21:24
listen.
21:24
Because
21:25
what
21:25
often
21:25
happens
21:26
is,
21:26
and
21:26
I
21:26
hear
21:26
it
21:27
all
21:27
the
21:27
time,
21:28
oh,
21:28
my
21:29
salesperson's
21:30
crap.
21:30
I'm
21:31
going
21:31
to
21:31
replace
21:31
them.
21:32
And
21:33
actually,
21:33
when
21:33
you
21:33
dig
21:33
into
21:34
it,
21:34
maybe
21:35
they
21:35
are,
21:35
maybe
21:36
they're
21:36
not,
21:36
but
21:37
there's
21:37
often
21:37
some
21:38
really
21:38
good
21:38
data
21:38
in
21:38
there.
21:39
They're
21:39
being
21:39
told
21:39
that
21:40
the
21:40
price
21:40
is
21:40
too
21:41
high
21:41
or
21:41
that
21:42
the
21:42
product
21:42
doesn't
21:42
quite
21:43
work,
21:43
or
21:43
that
21:43
the
21:43
positioning
21:44
isn't
21:44
quite
21:45
right.
21:46
That
21:46
salesperson
21:47
actually
21:48
is
21:49
like
21:49
your
21:49
market
21:50
feedback
21:50
loop.
21:51
So
21:51
include
21:52
them
21:52
and
21:53
listen
21:53
to
21:53
them
21:54
if
21:54
you
21:54
want
21:54
to
21:55
really
21:55
empower
21:55
them,
21:56
make
21:57
them
21:57
like
21:58
your
21:58
product
21:59
marketing
21:59
person.
22:00
They
22:00
are
22:00
the
22:00
font
22:01
of
22:01
knowledge.
22:02
And
22:02
given
22:03
that,
22:03
I'm
22:04
maybe
22:05
drawing
22:05
a
22:05
conclusion
22:06
from.
22:06
But
22:07
when
22:07
you're
22:07
talking
22:07
about
22:08
this
22:08
idea
22:08
of
22:09
making
22:09
them
22:09
the
22:10
font
22:10
of
22:10
all
22:10
knowledge,
22:11
the
22:11
sort
22:12
of
22:12
feedback
22:12
loop
22:12
that
22:13
means
22:13
from
22:13
a
22:13
cultural
22:14
perspective,
22:15
we.
22:15
What
22:15
do
22:15
you
22:15
think
22:16
you
22:16
should
22:16
make
22:16
sure
22:17
that
22:17
they've
22:17
got
22:17
in
22:17
place?
22:18
Is
22:18
there
22:18
anything
22:19
in
22:19
particular
22:19
that
22:20
that
22:20
founder
22:21
hiring
22:21
that
22:21
junior
22:22
could
22:22
do
22:22
as
22:22
a
22:23
practical
22:23
thing
22:23
to
22:24
kind
22:24
of
22:24
make
22:25
sure
22:25
that
22:26
that's
22:26
a.
22:28
Yeah.
22:28
So
22:28
I
22:28
could
22:29
make
22:29
them
22:29
a
22:29
central
22:30
part
22:30
of
22:30
the
22:30
business.
22:30
I
22:31
think
22:31
that's
22:31
the
22:31
point.
22:32
Right.
22:32
Is
22:32
that
22:33
if
22:33
you
22:33
get
22:33
someone
22:34
who
22:34
has
22:34
basic
22:35
two
22:35
to
22:36
three
22:36
years
22:36
experience,
22:37
you
22:37
don't
22:37
need
22:37
to
22:37
teach
22:38
them
22:38
the
22:38
basics.
22:38
If
22:38
you
22:39
got
22:39
the
22:39
right
22:39
attitude
22:40
and
22:40
aptitude,
22:40
they'll
22:41
figure
22:41
it
22:41
out.
22:42
If
22:42
you
22:42
teach
22:43
them
22:43
how
22:43
to
22:43
be
22:43
a
22:44
product
22:44
service
22:44
expert,
22:45
then
22:45
they
22:46
can
22:46
sell.
22:47
And
22:47
then
22:48
it's
22:49
making
22:49
them
22:50
crucial
22:51
to
22:51
the
22:51
success
22:52
of
22:52
the
22:52
business.
22:53
Because
22:53
I
22:53
think
22:55
perhaps
22:55
some
22:55
founders
22:56
kind
22:56
of
22:56
avoid
22:57
the
22:57
sales
22:58
thing
22:58
and
22:58
sales
22:59
sits
22:59
over
23:00
there.
23:01
I
23:01
went
23:01
to
23:01
work
23:02
in
23:02
a
23:02
business,
23:02
I'll
23:03
obviously
23:03
leave
23:04
them
23:04
nameless,
23:04
but
23:05
they
23:05
quite
23:06
literally
23:06
had
23:07
the
23:07
sales
23:08
team
23:08
one
23:08
side
23:09
of
23:09
the
23:09
building,
23:09
they
23:10
had
23:10
the
23:10
ops
23:10
and
23:11
tech
23:12
the
23:12
other.
23:13
And
23:13
they
23:13
would
23:13
do
23:14
all
23:14
hands
23:15
where
23:15
only
23:16
half
23:16
the
23:17
floor
23:17
was
23:18
invited.
23:18
And
23:19
the
23:19
sales
23:19
team
23:19
and
23:20
the
23:20
CS
23:20
team
23:20
needed
23:21
to
23:21
continue
23:21
to
23:22
work.
23:22
That
23:22
was
23:22
just
23:23
justification,
23:24
but
23:24
it
23:24
was
23:24
more
23:24
like
23:24
a
23:25
class
23:25
system.
23:26
So
23:27
to
23:27
me,
23:28
you
23:28
know,
23:28
especially
23:28
if
23:28
I'm
23:29
like
23:29
a
23:29
B2B
23:29
business,
23:30
that
23:30
sales
23:31
purse
23:31
that
23:31
is
23:32
is
23:32
gold
23:33
to
23:33
me.
23:33
And
23:34
I
23:34
want
23:34
them
23:35
in
23:35
the
23:35
management
23:35
meeting.
23:36
I
23:36
want
23:36
their
23:37
feedback.
23:37
I
23:38
want
23:38
them.
23:38
And
23:38
I'm
23:38
listening,
23:39
you
23:39
know.
23:40
Oh,
23:40
you
23:40
said
23:40
that
23:41
you
23:41
didn't
23:41
close
23:41
that
23:42
deal.
23:42
I
23:42
really
23:43
want
23:43
to
23:43
work
23:43
with
23:44
them
23:44
to
23:44
understand
23:45
why
23:45
do
23:45
you
23:46
think
23:46
we
23:46
lost
23:47
that
23:47
deal?
23:47
Oh,
23:48
okay.
23:48
It's
23:49
more
23:49
competitive
23:49
than
23:49
I
23:50
realized.
23:50
Okay,
23:51
what
23:51
do
23:51
you
23:51
think
23:52
we
23:52
can
23:52
do
23:53
again?
23:53
If
23:53
you've
23:53
got
23:54
the
23:54
right
23:54
people,
23:54
they'll
23:55
give
23:55
you
23:55
so
23:56
much
23:56
knowledge
23:56
that
23:57
you
23:57
can
23:57
improve
23:57
your
23:58
product.
23:58
Price,
23:58
position,
23:59
service.
24:00
That's
24:00
how
24:01
we
24:01
use
24:01
our
24:01
sales
24:01
teams.
24:02
They're
24:02
like
24:02
the
24:03
canary
24:03
down
24:03
the
24:03
mine
24:04
For
24:05
a
24:05
question
24:06
that
24:06
I
24:06
had
24:06
for
24:06
you,
24:06
actually
24:07
about
24:07
the
24:07
mistakes
24:08
you
24:08
see
24:08
founders
24:08
making.
24:09
Today.
24:09
So
24:09
you've
24:10
taken
24:11
that
24:11
experience
24:11
and
24:12
now
24:12
you're
24:13
spotting
24:13
patterns.
24:14
Right.
24:14
The
24:15
biggest
24:15
one
24:15
that
24:15
I
24:15
see
24:16
on
24:16
a
24:16
regular
24:16
basis
24:17
is
24:18
the
24:18
VP
24:19
of
24:19
Sales
24:19
dilemma.
24:20
You
24:21
know
24:21
the
24:21
story,
24:21
investors
24:22
give
24:22
cash
24:23
and
24:23
say
24:23
go
24:24
hire
24:24
a
24:24
vp.
24:26
Could
24:26
you
24:26
share
24:27
a
24:27
war
24:27
story
24:28
about
24:28
a
24:28
founder
24:29
who
24:29
maybe
24:30
made
24:30
the
24:30
hire
24:30
too
24:31
early?
24:32
What
24:32
did
24:32
it
24:32
really
24:32
cost
24:33
them
24:33
in
24:34
terms
24:34
of
24:34
salary,
24:35
time,
24:35
morale,
24:36
Runway,
24:36
et
24:37
cetera?
24:37
And
24:38
what
24:38
could
24:38
a
24:38
founder
24:39
learn
24:39
from
24:39
that?
24:40
Yeah,
24:41
so
24:42
yes,
24:42
I
24:42
can't
24:43
put
24:43
a
24:44
name
24:44
on
24:44
it
24:44
obviously.
24:45
But
24:45
yeah,
24:46
so
24:46
some
24:46
someone
24:47
that
24:47
we
24:47
worked
24:47
with
24:47
recently
24:48
had
24:49
done
24:49
exactly
24:50
that
24:51
and
24:51
then
24:52
did
24:52
the
24:53
obvious
24:53
swing
24:53
after.
24:54
So
24:54
I
24:54
can
24:54
cover
24:55
that
24:55
because
24:56
that's
24:56
typically
24:57
what
24:57
happens
24:57
is
24:58
a
24:58
swing
24:58
between
24:58
junior,
24:59
senior.
24:59
So
25:01
they
25:01
had
25:01
hired
25:01
a
25:02
vp.
25:03
Now
25:03
actually
25:04
I
25:04
thought
25:04
this
25:05
VP
25:07
was
25:07
one
25:07
of
25:08
the
25:08
best
25:08
ones
25:09
I've
25:09
seen,
25:09
by
25:10
which
25:10
I
25:10
mean
25:10
on
25:11
paper.
25:11
When
25:11
I
25:12
saw
25:12
that
25:12
they
25:12
hired
25:12
a
25:13
VP
25:13
and
25:13
I
25:13
saw
25:14
her
25:14
cv,
25:15
I
25:15
thought
25:17
this
25:17
is
25:17
going
25:17
to
25:17
be
25:17
a
25:17
car
25:17
crash.
25:19
She'd
25:20
come
25:20
from
25:20
bigger
25:21
company
25:21
and
25:22
VP
25:22
level
25:23
side
25:23
or
25:23
there's
25:24
no
25:24
way
25:24
that
25:24
she's
25:24
going
25:25
to
25:25
be
25:25
rolling
25:25
up
25:25
her
25:26
sleeves.
25:27
She's
25:27
not
25:27
going
25:27
to
25:27
do
25:28
any
25:28
of
25:28
the
25:28
jobs
25:28
that
25:28
she
25:28
needs
25:29
them
25:29
to
25:29
do
25:29
at
25:29
this
25:30
stage.
25:31
But
25:31
to
25:31
be
25:32
fair
25:32
to
25:32
her,
25:32
she
25:33
was
25:33
quite
25:33
happy
25:34
to
25:34
cold
25:34
call
25:35
and
25:35
do
25:35
loads
25:35
of
25:36
things.
25:36
It
25:36
didn't
25:36
work
25:37
out.
25:37
And
25:37
I
25:38
think
25:38
the
25:38
reason,
25:38
I
25:39
think
25:39
the
25:39
challenge
25:39
is
25:40
people
25:40
think
25:40
by
25:41
hiring
25:41
a
25:41
VP
25:42
they
25:42
get
25:42
all
25:42
the
25:42
skills,
25:43
skill
25:43
set
25:43
that
25:43
they
25:43
need.
25:44
And
25:44
the
25:45
reality
25:45
actually
25:45
is
25:46
sales
25:46
is
25:46
more
25:47
complex
25:47
than
25:47
that.
25:48
You
25:49
have
25:49
different
25:49
skill
25:50
sets
25:50
with
25:50
different
25:51
people.
25:51
So
25:52
you
25:52
know,
25:52
a
25:53
vp,
25:53
especially
25:54
from
25:55
a
25:55
bigger,
25:56
bigger
25:57
company
25:57
or
25:57
later
25:58
stage
25:59
is
25:59
not
25:59
going
26:00
to
26:00
know
26:00
how
26:00
to
26:01
do
26:01
a
26:01
ground
26:01
up
26:02
build
26:02
from
26:02
Xero.
26:03
For
26:03
a
26:04
start
26:05
in
26:05
my
26:06
team
26:06
I
26:06
split
26:07
sales
26:07
out.
26:08
I
26:08
have
26:08
SDRs,
26:09
BDRs,
26:10
AMs,
26:10
AES,
26:11
they
26:11
all
26:12
have
26:12
different
26:12
skill
26:13
sets.
26:13
So
26:14
a
26:14
VP
26:15
is
26:15
likely
26:15
to
26:16
lean
26:16
one
26:16
way
26:17
versus
26:17
the
26:17
other.
26:18
If
26:18
you're
26:18
expecting
26:19
them
26:19
to
26:19
just
26:20
be
26:20
able
26:20
to
26:20
come
26:20
in
26:20
and
26:21
generate
26:21
new
26:21
business
26:22
as
26:22
well
26:22
as
26:22
do
26:22
account
26:23
management,
26:23
it's
26:24
unlikely
26:24
their
26:25
CV
26:25
has
26:25
that.
26:26
Actually
26:26
they
26:26
will
26:26
probably
26:27
index
26:27
one
26:28
or
26:28
other
26:29
and
26:29
they
26:30
won't
26:30
likely
26:30
know
26:31
how
26:31
to
26:31
build
26:31
demand
26:32
generation,
26:33
so
26:34
they
26:34
won't
26:35
know
26:35
how
26:35
to
26:35
get
26:35
any
26:36
leads.
26:37
On
26:37
top
26:37
of
26:37
the
26:38
fact
26:38
that
26:38
while
26:38
that
26:38
one
26:39
was
26:39
happy
26:39
to
26:39
roll
26:40
up
26:40
leave,
26:41
most
26:42
will
26:42
say,
26:44
you
26:44
know,
26:44
where's
26:45
my
26:45
team,
26:45
where's
26:46
my
26:46
budget,
26:46
where's
26:47
my
26:47
demand
26:47
gen,
26:48
where's
26:48
my.
26:49
So
26:49
the
26:49
first
26:49
thing
26:50
that
26:50
they're
26:50
most
26:50
likely
26:51
going
26:51
to
26:51
do
26:51
is
26:51
spend
26:52
more
26:52
money
26:52
than
26:52
the
26:53
already
26:53
high
26:53
budget.
26:55
So
26:55
yeah,
26:56
I
26:56
mean
26:56
the
26:56
challenge
26:57
with
26:57
that
26:57
is
26:57
yes,
26:58
it's
26:58
Very
26:58
expensive.
26:59
So
27:00
that's
27:00
going
27:00
to
27:01
cost
27:01
you,
27:01
I
27:01
guess
27:01
150
27:02
grand.
27:03
The
27:04
challenge
27:04
with
27:04
it
27:04
is
27:04
that
27:05
finding
27:05
them
27:05
takes
27:06
longer
27:07
and
27:07
then
27:07
working
27:08
out
27:08
the
27:08
failure
27:09
takes
27:10
longer.
27:10
So
27:10
on
27:11
average
27:11
that
27:11
will
27:11
be
27:12
at
27:12
least
27:13
nine
27:13
to
27:14
12
27:14
months.
27:15
I
27:15
was
27:15
just
27:15
going
27:15
to
27:15
say
27:16
like
27:16
when
27:16
you
27:16
were
27:16
Talking
27:16
about
27:17
that
27:17
nine
27:17
to
27:17
12
27:17
months,
27:18
of
27:18
course
27:18
you
27:18
got
27:18
to
27:18
include
27:19
the
27:19
fact
27:19
that
27:20
anybody
27:20
who's
27:21
good
27:21
probably
27:21
is
27:21
already
27:22
employed
27:22
and
27:23
then
27:23
you've
27:23
got
27:23
the
27:23
whole
27:24
process,
27:24
probably
27:25
a
27:25
three
27:25
month
27:25
notice
27:26
on
27:27
board
27:27
on
27:27
top
27:27
of
27:28
all
27:28
the
27:28
interviews
27:28
beforehand
27:29
and
27:30
you
27:30
know,
27:30
it
27:30
could
27:30
be
27:31
a
27:31
year.
27:32
I'd
27:32
say
27:32
it's
27:33
from
27:33
what
27:33
I
27:33
understand
27:33
is
27:34
reasonable,
27:34
yeah,
27:34
nine
27:34
to
27:35
12
27:35
months.
27:35
I
27:35
think
27:36
12
27:36
months
27:36
is
27:36
entirely
27:37
plausible.
27:37
So
27:38
then
27:38
what
27:38
is
27:38
your
27:38
burn
27:39
rate
27:39
for
27:39
12
27:39
months?
27:40
Because
27:40
it's
27:41
not
27:41
just
27:41
150k,
27:43
it's
27:43
that
27:43
within
27:44
that
27:44
year
27:45
you
27:45
have
27:45
not
27:45
hit
27:46
your
27:46
targets
27:47
and
27:47
you've
27:47
continued
27:48
to
27:48
burn.
27:49
So
27:49
yeah,
27:50
the
27:50
cost
27:50
is
27:50
really
27:50
substantial.
27:52
It's
27:52
actually
27:53
the
27:53
reason
27:53
I
27:53
started
27:54
the
27:55
business
27:55
because,
27:57
you
27:57
know,
27:57
world
27:58
first
27:58
I
27:58
realized
27:59
after
27:59
coming
27:59
out
28:00
and
28:00
investing
28:00
in
28:00
20
28:01
companies
28:01
after
28:02
never
28:02
seeing
28:02
a
28:03
dilution
28:03
round.
28:04
I
28:04
watched
28:05
so
28:05
many
28:05
dilution
28:06
rounds
28:07
on,
28:07
on
28:07
this
28:07
type
28:08
of
28:08
mistake
28:08
where
28:09
they've
28:09
raised
28:10
18
28:10
to
28:11
24
28:11
months
28:12
cash
28:12
and
28:12
then
28:12
they've
28:13
burnt
28:13
12
28:14
before.
28:15
They're
28:15
actually
28:15
even
28:16
getting
28:16
into
28:16
making
28:17
the,
28:17
the
28:17
right
28:18
hire.
28:19
They've
28:19
gone
28:19
through
28:19
the
28:20
vp,
28:20
that's
28:20
a
28:20
year
28:21
and
28:21
they've
28:21
wasted
28:22
a
28:22
year
28:22
because
28:22
they
28:23
couldn't.
28:23
And
28:24
then
28:24
often
28:24
what
28:24
happens
28:25
is,
28:25
and
28:25
these
28:26
got
28:26
this,
28:26
this
28:27
company
28:27
have
28:27
done
28:28
exactly
28:28
this,
28:29
they've
28:29
done
28:29
the
28:30
exact
28:30
opposite
28:30
swing.
28:31
They've
28:31
gone
28:32
really
28:32
junior
28:34
and
28:34
then
28:34
let
28:34
them
28:34
to
28:35
it.
28:36
And
28:36
then
28:36
they've
28:36
made
28:37
the
28:37
third
28:37
and
28:37
final
28:38
mistake
28:38
which
28:39
is
28:39
they
28:39
now
28:39
have
28:40
grown
28:40
more
28:40
headcount
28:41
at
28:41
the
28:41
junior
28:42
problem.
28:42
So
28:43
they've
28:43
gone
28:43
from
28:43
one
28:44
to
28:44
three
28:44
junior
28:45
headcount.
28:46
They're
28:47
thinking
28:47
that
28:47
headcount
28:48
will
28:48
fix
28:48
the
28:48
problem,
28:49
but
28:49
it
28:49
won't.
28:50
What
28:50
is
28:51
the
28:51
fix?
28:52
Is
28:52
it.
28:52
Because
28:53
if
28:53
we're
28:53
talking
28:54
about
28:54
going
28:54
from
28:54
that
28:55
fluctuation
28:56
from
28:56
the
28:56
junior
28:57
which
28:57
we
28:57
talked
28:57
about
28:58
to
28:58
this
28:58
very
28:58
senior
28:59
VP
28:59
of
28:59
sales
29:00
and
29:00
wasting
29:01
a
29:01
year,
29:02
possibly
29:03
18
29:03
months
29:04
because
29:04
if
29:04
you've
29:04
got
29:04
to
29:04
go
29:05
through
29:05
the
29:05
same
29:05
rhythm
29:06
again,
29:06
you're
29:07
in
29:07
quite
29:07
a
29:07
deep
29:07
hole
29:08
financially.
29:10
Yeah.
29:11
So
29:11
what's
29:11
the
29:11
fix?
29:12
Well,
29:12
it
29:12
depends
29:13
how
29:13
you
29:13
ask.
29:14
You
29:14
know,
29:14
my
29:14
obvious
29:15
answer
29:15
is,
29:16
is
29:17
that
29:17
I
29:17
launched
29:17
a
29:18
business
29:18
to
29:18
fix
29:19
that
29:19
because
29:19
I
29:20
do
29:20
think
29:20
that
29:20
what
29:21
exists
29:21
is
29:21
challenging.
29:22
We,
29:24
we
29:24
obviously
29:25
solve
29:26
that
29:26
problem.
29:26
But,
29:27
but
29:27
let's
29:27
remove
29:27
us
29:28
and
29:28
say,
29:28
okay,
29:29
no,
29:29
that's
29:29
not
29:29
on
29:29
the
29:30
table.
29:30
How
29:30
would
29:30
I
29:31
if
29:31
they
29:31
can
29:31
aff.
29:32
Alex.
29:33
So
29:33
look,
29:33
I
29:33
Think
29:34
that
29:34
typically
29:34
the
29:35
VP
29:35
is
29:35
not
29:35
the
29:36
right
29:36
hire
29:36
and
29:36
I
29:37
would
29:37
rather
29:37
hire
29:38
a
29:38
couple
29:38
of
29:39
juniors.
29:40
And
29:40
the
29:41
first
29:41
hires
29:42
that
29:42
I
29:42
would
29:43
make
29:43
would
29:44
be
29:45
what
29:45
I
29:46
would
29:46
call
29:47
a
29:47
go
29:47
to
29:47
market
29:48
associate.
29:49
So
29:49
this
29:50
is
29:50
someone
29:50
that
29:51
can
29:51
learn
29:52
and
29:52
build
29:53
demand
29:54
generation
29:55
systems.
29:56
So
29:56
this
29:56
is
29:57
using
29:58
email,
29:58
outbound
29:59
list
30:00
building
30:00
and
30:01
clay.
30:02
And
30:03
you
30:03
know,
30:03
look,
30:03
the
30:04
way
30:04
I
30:04
do
30:04
that
30:04
is
30:05
I
30:05
hire
30:05
a
30:05
generalist
30:06
like
30:07
40K
30:08
and
30:08
I
30:08
put
30:08
them
30:08
under
30:09
my
30:09
head
30:09
of
30:09
GTM
30:10
engineering
30:10
and
30:10
I
30:10
train
30:11
them
30:11
for
30:11
90
30:11
days.
30:12
So
30:12
if
30:12
you
30:12
want
30:12
to
30:12
do
30:12
that,
30:13
come
30:13
do
30:13
that.
30:14
If
30:14
you
30:14
don't
30:14
have
30:14
budget
30:15
for
30:15
that,
30:15
honestly,
30:16
if
30:16
you
30:16
hire
30:16
someone
30:16
with
30:17
a
30:17
decent
30:17
brain
30:18
and
30:18
put
30:18
them
30:18
on
30:18
a
30:18
clay
30:19
course
30:19
for
30:19
like
30:20
100
30:20
quid,
30:21
they
30:21
can
30:22
figure
30:22
out
30:22
how
30:23
to
30:23
do
30:23
that.
30:23
You
30:24
know,
30:24
it's
30:24
not
30:24
rocket
30:25
science.
30:25
We've
30:25
had
30:25
to
30:25
go
30:25
and
30:26
figure
30:26
it
30:26
out
30:26
for
30:26
ourselves.
30:28
And
30:28
then
30:28
as
30:28
a
30:28
founder,
30:29
I
30:29
would
30:29
stay
30:29
incredibly
30:30
close
30:30
to
30:31
that
30:31
person
30:31
because
30:32
most
30:32
of
30:32
what
30:32
makes
30:33
that
30:33
demand
30:33
generation
30:34
system
30:35
work,
30:35
once
30:35
you've
30:36
worked
30:36
out
30:36
how
30:36
to
30:36
send
30:37
an
30:37
email
30:37
and
30:37
how
30:37
to
30:37
build
30:38
a
30:38
clay
30:38
table,
30:38
which
30:39
is
30:39
not
30:39
rocket
30:39
science,
30:40
is
30:41
actually
30:41
more
30:41
about
30:43
ICP
30:43
refinement,
30:45
messaging,
30:46
positioning.
30:47
It's
30:47
actually
30:47
working
30:48
out
30:48
who's
30:49
my
30:49
customer.
30:49
Yes,
30:50
I
30:50
know,
30:50
I
30:50
know.
30:53
I
30:53
get
30:53
excited
30:53
about
30:54
this
30:54
part
30:54
because
30:54
this
30:54
is
30:55
obviously
30:55
touching
30:55
on,
30:56
on
30:56
the
30:56
message
30:57
side,
30:57
which
30:57
you're
30:58
completely
30:59
right
30:59
about.
30:59
Right.
31:00
Yeah.
31:01
And
31:01
I
31:01
didn't
31:01
interrupt
31:02
your
31:02
flow.
31:02
I
31:02
got
31:03
excited.
31:03
Carry
31:03
on.
31:04
We
31:04
built
31:04
frameworks
31:05
on
31:05
this
31:05
and
31:06
we
31:06
give
31:06
it
31:06
away
31:07
for
31:07
free.
31:07
And
31:08
there
31:08
are
31:08
plenty
31:08
of
31:09
people
31:09
that
31:09
do
31:09
the
31:09
same.
31:10
So
31:10
honestly,
31:11
if
31:11
you
31:11
got
31:11
someone
31:12
with
31:12
a
31:12
good
31:12
brain
31:13
and
31:13
gave
31:13
them
31:13
like
31:14
instantly
31:14
and
31:15
clay
31:15
and
31:16
put
31:16
them
31:16
on
31:16
some
31:17
course
31:17
or
31:17
just
31:17
sent
31:18
them
31:18
into,
31:18
I
31:18
mean,
31:19
Jesus,
31:19
go
31:19
to
31:19
LinkedIn
31:20
and
31:20
search
31:20
GTM.
31:22
There's
31:22
no
31:23
shortage
31:23
of
31:23
free.
31:24
You
31:24
know,
31:24
if
31:24
you
31:25
say
31:25
the
31:25
word
31:26
go,
31:26
I'll
31:27
send
31:27
you
31:27
my
31:27
whole
31:27
framework
31:28
for
31:28
free.
31:28
Like
31:29
someone
31:29
will
31:29
teach
31:30
you
31:30
how
31:30
to
31:30
do.
31:31
Yeah,
31:31
they
31:31
use
31:32
stuff.
31:32
Yeah,
31:32
yeah,
31:33
like
31:33
someone
31:33
will
31:33
teach
31:33
you
31:34
how
31:34
to
31:34
do
31:34
demand
31:35
generation
31:35
for
31:35
free.
31:36
So
31:36
hire
31:37
someone
31:38
with
31:39
a
31:39
good
31:39
brain,
31:40
you
31:40
know,
31:40
who
31:40
can
31:41
learn
31:41
quickly,
31:42
doesn't
31:42
know
31:42
how
31:43
to
31:43
code,
31:43
but
31:43
like
31:44
could
31:44
easily
31:44
get
31:45
in
31:45
a
31:45
clay
31:45
table
31:46
and
31:46
work
31:47
out
31:47
how
31:47
to
31:47
spin
31:47
up
31:48
an
31:48
email
31:48
tonight
31:48
and
31:49
build
31:49
a
31:49
list
31:50
and
31:50
just
31:50
task
31:51
them
31:51
with
31:51
solving
31:52
that
31:53
and
31:53
doing
31:54
some
31:54
amount
31:54
of
31:54
outbound.
31:55
And
31:55
then
31:56
honestly,
31:56
as
31:56
a
31:56
founder,
31:57
I
31:57
would
31:57
staple
31:58
myself
31:58
to
31:59
that
31:59
person
32:00
to
32:00
just
32:00
keep
32:01
testing
32:01
different
32:02
message
32:02
ICP
32:03
until
32:03
I
32:04
worked
32:04
out
32:04
who's
32:05
my
32:05
customer,
32:05
what
32:05
do
32:06
I
32:06
say
32:06
to
32:06
get
32:06
them.
32:07
And
32:08
you
32:08
know,
32:08
if
32:08
I'm
32:08
closing
32:09
those
32:09
first
32:10
20
32:10
deals
32:11
or
32:11
until
32:11
I
32:11
get
32:12
repeatable
32:13
and
32:13
then
32:14
I
32:14
would
32:14
hire
32:14
someone
32:15
to
32:15
come
32:15
and
32:15
do
32:15
the
32:16
sales.
32:16
I
32:16
mean
32:17
that
32:17
is
32:17
what
32:17
I
32:17
would
32:17
do.
32:18
It's
32:18
really
32:18
not
32:18
overly
32:19
complex,
32:19
but
32:19
most
32:20
people
32:20
don't
32:21
put
32:21
the
32:21
time
32:21
and
32:21
energy
32:22
into
32:22
it
32:23
and
32:23
kind
32:24
of
32:24
get
32:24
what
32:25
they
32:25
think
32:25
is
32:25
ICP,
32:26
which
32:26
is
32:27
like
32:27
200
32:27
headcount.
32:28
And
32:28
this
32:29
sector,
32:30
which
32:30
is
32:30
not
32:30
an
32:31
ICP.
32:32
Yeah,
32:32
that's
32:33
basic
32:33
thermographic
32:34
data.
32:34
It
32:35
sounds
32:35
like
32:35
what
32:35
you're
32:36
saying
32:37
is
32:37
that
32:38
rather
32:38
than
32:38
buying
32:39
the
32:39
olive
32:39
tree
32:40
that's
32:40
already
32:40
matured,
32:42
plant
32:42
the
32:42
seeds,
32:43
lay
32:43
the
32:43
groundwork
32:44
with
32:44
your
32:45
juniors,
32:46
get
32:46
them
32:47
to
32:47
work
32:47
it
32:47
all
32:47
out
32:48
to
32:48
a
32:48
level
32:49
and
32:50
then
32:50
you
32:50
can
32:50
start
32:51
putting
32:51
in
32:51
the
32:52
elements
32:52
that
32:52
maybe
32:53
make
32:53
it
32:53
a
32:53
more
32:53
professional
32:54
sales
32:54
operation
32:55
to
32:56
develop
32:56
that
32:56
culture,
32:57
to
32:57
build
32:57
that
32:58
VP
32:58
of
32:58
sales.
32:59
And
32:59
of
32:59
course,
32:59
if
33:00
they're
33:00
in
33:00
a
33:00
position
33:01
to
33:01
be
33:01
able
33:01
to
33:01
bring
33:02
in
33:02
one
33:02
of
33:02
your
33:03
plucky,
33:04
ready
33:04
to
33:04
go,
33:06
super
33:06
fast
33:06
growth
33:07
olive
33:08
trees
33:08
than
33:08
they
33:08
can.
33:09
Is
33:09
that
33:09
correct?
33:10
So
33:11
my
33:11
entire
33:11
business
33:12
model
33:12
is
33:12
basically
33:13
just
33:13
programmatically
33:14
repeating
33:15
what
33:15
we
33:15
did
33:15
at
33:15
world
33:16
first.
33:16
So
33:17
at
33:17
world
33:17
first
33:17
we
33:18
did
33:18
not
33:18
ever
33:18
hire
33:19
fintech
33:19
or
33:20
experience
33:20
or
33:21
banking
33:21
experience
33:22
or
33:22
we
33:23
just
33:23
hired
33:23
attitude
33:24
and
33:24
attitude
33:24
and
33:25
then
33:25
sort
33:25
of
33:26
every
33:26
day
33:26
showed
33:27
them
33:27
how
33:27
to
33:27
do
33:27
a
33:27
thing,
33:28
then
33:28
these
33:29
tools
33:29
did
33:30
not
33:30
exist
33:30
like
33:31
clay
33:31
and
33:31
instantly
33:31
whatever.
33:32
So
33:33
you
33:33
know,
33:33
we
33:33
plug
33:33
that
33:34
into
33:34
our
33:34
system.
33:34
But
33:35
I
33:35
can
33:35
tell
33:35
you
33:35
now
33:36
my
33:36
playbook,
33:36
which
33:36
I'm
33:37
doing
33:37
like
33:37
all
33:37
day,
33:38
every
33:38
day
33:38
now
33:39
is
33:39
company
33:40
comes
33:40
to
33:40
me,
33:41
I
33:41
will
33:41
hire
33:42
a
33:42
GTM
33:43
associate
33:44
which
33:44
is
33:44
just
33:45
a
33:45
good
33:45
generalist
33:46
and
33:47
then
33:47
we
33:47
hire
33:48
a
33:48
two
33:49
to
33:49
three
33:49
years
33:50
experience
33:51
salesperson.
33:52
I
33:52
don't
33:52
care
33:52
about
33:53
sector
33:53
experience,
33:54
they
33:55
don't
33:55
need
33:55
to
33:55
be
33:55
fintech,
33:56
they
33:56
just
33:56
need
33:57
to
33:57
pass
33:57
some
33:57
aptitude
33:58
and
33:58
attitude
33:58
tests
33:59
and
34:00
then
34:00
teach
34:00
them
34:00
deeply
34:01
to
34:01
become
34:01
a
34:01
product
34:02
expert
34:03
and
34:03
then
34:03
just
34:03
make
34:04
sure
34:04
that
34:04
you
34:04
make
34:04
them
34:05
feel
34:05
like
34:06
they're
34:06
part
34:06
of
34:06
a
34:07
founding
34:07
team
34:08
and
34:08
work
34:09
really
34:09
closely
34:10
with
34:10
them
34:11
and
34:12
that
34:12
will
34:12
give
34:12
you
34:13
what
34:13
you
34:13
need.
34:14
So
34:14
to
34:15
summarize
34:15
for
34:15
listeners,
34:16
what
34:17
Alex
34:17
said
34:17
was
34:18
get
34:18
the
34:19
demand
34:19
generation
34:20
side
34:20
with
34:20
a
34:21
junior,
34:21
add
34:22
in
34:22
a
34:22
two
34:22
to
34:22
three
34:23
year
34:23
sales
34:23
experience
34:24
person
34:26
and
34:26
build
34:27
from
34:27
there
34:28
with
34:28
product
34:28
knowledge.
34:29
Make
34:29
them
34:30
feel
34:30
loved,
34:31
appreciated,
34:32
treat
34:32
them
34:32
like
34:32
the
34:33
feedback
34:33
loop,
34:34
the
34:34
important
34:35
person
34:35
that
34:35
they
34:35
really
34:36
are
34:37
and
34:38
they
34:38
could
34:39
help
34:40
build
34:40
out
34:41
your
34:42
fantastic
34:42
sales
34:42
team.
34:43
Is
34:43
that
34:43
right?
34:44
And
34:45
stay
34:46
really
34:46
close
34:47
to
34:47
them
34:48
to
34:48
be
34:48
obsessive
34:49
about
34:49
working
34:50
out
34:50
who
34:50
is
34:50
the
34:50
customer,
34:51
what
34:51
do
34:51
I
34:52
say,
34:52
what
34:52
works,
34:52
what
34:53
doesn't
34:53
and
34:53
really
34:54
be
34:54
systematic
34:55
about
34:55
just
34:56
keep
34:56
testing
34:57
to
34:58
work
34:58
out
34:59
how
34:59
do
34:59
I
34:59
find
35:00
a
35:00
scalable,
35:01
repeatable
35:02
sales
35:02
motion.
35:03
Because
35:03
I
35:03
think
35:04
like
35:04
one
35:04
of
35:04
the
35:04
most
35:05
common
35:05
mistakes
35:05
at
35:06
early
35:06
stage
35:07
is
35:07
like
35:07
I
35:08
got
35:08
a
35:08
few
35:08
referrals,
35:09
I
35:09
Got
35:09
a
35:09
bit
35:09
of
35:09
this,
35:09
I
35:09
got
35:10
a
35:10
bit
35:10
of
35:10
that.
35:10
You
35:10
know,
35:10
the
35:11
close
35:11
rates
35:12
are
35:12
all
35:12
over
35:12
the
35:12
shop,
35:12
the
35:13
average
35:13
contract
35:13
value.
35:14
You
35:14
know,
35:14
my
35:14
money
35:14
is
35:15
like
35:15
this.
35:15
Well,
35:15
firstly,
35:16
that's
35:16
very
35:16
difficult
35:17
to
35:17
manage
35:17
if
35:18
I
35:18
don't
35:18
have
35:18
much
35:18
money.
35:19
And
35:19
secondly,
35:20
no
35:20
one
35:20
wants
35:20
to
35:20
fund
35:21
that.
35:21
You
35:21
know,
35:21
everyone
35:22
wants
35:22
to
35:22
fund
35:23
a
35:23
clearly
35:24
predictable,
35:24
repeatable,
35:25
scaling
35:26
revenue.
35:27
And
35:27
the
35:27
only
35:27
way
35:28
to
35:28
do
35:28
that
35:28
is
35:29
to
35:29
be
35:29
quite
35:29
obsessive
35:30
about
35:31
who
35:31
is
35:31
the
35:31
customer,
35:32
what
35:32
channels
35:33
work,
35:33
how
35:34
do
35:34
I
35:34
get
35:34
them,
35:34
and
35:35
how
35:35
do
35:35
I
35:35
just
35:35
have
35:36
a
35:36
consistent
35:37
sales
35:38
process.
35:39
It
35:39
doesn't
35:40
sound
35:40
very
35:40
sexy,
35:40
but
35:41
it's
35:41
super
35:41
duper
35:42
important
35:42
listeners.
35:43
You
35:43
have
35:43
heard
35:43
the
35:44
unsexy
35:45
way
35:45
to
35:45
build
35:45
a
35:46
consistent
35:46
sales
35:47
process
35:48
that
35:48
makes
35:49
things
35:49
much
35:50
more
35:50
appealing,
35:51
not
35:51
only
35:51
in
35:52
terms
35:52
of
35:52
building
35:52
consistent
35:53
revenue,
35:53
but
35:54
also
35:54
attracting
35:54
investors.
35:56
So
35:56
if
35:56
I
35:56
may
35:57
ask,
35:57
to
35:57
follow
35:57
on
35:58
from
35:58
that
35:58
point,
35:59
do
35:59
you
35:59
think,
36:00
or
36:01
actually
36:01
I'll
36:02
rephrase
36:02
it.
36:02
How
36:03
often
36:04
is
36:04
a
36:04
sales
36:04
problem
36:05
actually
36:05
a
36:06
clarity
36:06
problem
36:06
in
36:06
disguise?
36:07
Because
36:07
you
36:08
talked
36:08
about
36:08
the
36:08
icp,
36:10
you
36:10
talked
36:10
about
36:10
the
36:10
product
36:11
knowledge,
36:11
the
36:11
market
36:11
knowledge.
36:12
How
36:13
often
36:13
is
36:14
a
36:14
sales
36:14
problem
36:14
a
36:15
clarity
36:15
problem?
36:16
Like
36:16
not
36:17
understanding
36:17
those
36:17
elements
36:18
pretty
36:19
honestly.
36:19
And
36:19
this
36:20
is.
36:20
So
36:22
my
36:22
observation
36:23
is
36:23
this.
36:24
People
36:24
come
36:24
in
36:25
trying
36:26
to.
36:26
It's
36:26
like
36:26
a
36:27
game
36:27
of
36:27
whack
36:27
a
36:27
mole.
36:28
When
36:28
I
36:28
chat
36:28
to
36:29
founders,
36:29
most
36:30
of
36:30
the
36:30
time
36:30
is
36:30
burned
36:31
by
36:31
thinking,
36:32
oh,
36:32
that's
36:32
the
36:33
problem.
36:33
That's
36:33
the
36:33
problem.
36:34
I
36:34
think
36:34
it
36:34
was.
36:35
That's
36:35
the
36:35
problem.
36:36
And
36:36
the
36:37
harsh
36:37
truth
36:38
is
36:39
it's
36:40
probably
36:40
all
36:40
of
36:41
them.
36:42
We
36:42
have
36:42
this
36:43
thing
36:43
called
36:43
the
36:43
method.
36:44
It's
36:44
52
36:44
steps
36:45
that
36:45
we
36:45
go
36:45
through.
36:47
Everything
36:47
from
36:48
commission
36:48
structures
36:49
to
36:49
who
36:49
you're
36:50
hiring
36:50
to
36:50
how
36:50
you're
36:51
onboarding,
36:51
to
36:52
the
36:52
ICP
36:52
build
36:53
out
36:53
to.
36:54
And
36:54
the
36:54
honest
36:55
answer
36:55
is
36:56
like
36:56
it's
36:56
all
36:57
of
36:57
them
36:57
in
36:58
different
36:58
degrees
36:59
I'm
36:59
yet
36:59
to
37:00
meet.
37:00
You
37:00
know,
37:01
we,
37:01
we
37:01
typically
37:01
work
37:02
with,
37:02
with
37:03
1
37:03
to
37:03
10
37:04
million
37:04
on
37:05
the
37:05
kind
37:05
of
37:06
full
37:06
build
37:06
out.
37:07
Whereas
37:07
the
37:07
bigger
37:08
companies
37:08
that
37:08
we
37:09
work
37:09
with
37:09
is
37:09
much
37:10
more
37:10
about
37:10
just
37:10
the
37:11
kind
37:11
of
37:11
hiring
37:11
and
37:12
onboarding
37:12
piece.
37:13
They've
37:13
got
37:13
a
37:13
lot
37:13
of
37:13
the
37:14
other
37:14
stuff
37:14
by
37:14
that
37:14
stage.
37:15
But
37:16
you
37:16
know,
37:16
if
37:16
we're
37:16
talking
37:16
about
37:17
earlier
37:17
stage
37:17
founders,
37:18
1
37:18
to
37:18
10
37:19
million,
37:21
normally
37:21
it's
37:21
all
37:21
of
37:22
it.
37:22
It's
37:22
actually
37:22
deeply
37:23
understanding
37:24
Personas.
37:24
It's
37:25
the
37:25
channels,
37:26
it's
37:26
the
37:26
messaging,
37:27
it's
37:27
the
37:27
sales
37:28
process,
37:28
it's
37:29
the
37:29
people,
37:29
it's
37:29
the
37:30
onboarding.
37:30
It's
37:31
a
37:31
little
37:31
bit
37:31
of
37:31
all
37:32
of
37:32
it
37:32
is
37:32
coming
37:32
together
37:33
to
37:33
not
37:33
be
37:34
on
37:35
point.
37:35
I'm
37:36
gonna,
37:36
I'm
37:36
gonna
37:36
nail
37:37
you
37:37
down
37:37
here,
37:37
buddy,
37:37
because
37:38
we're
37:38
near
37:38
the
37:38
end
37:38
of
37:38
this
37:39
episode.
37:39
But
37:39
the
37:39
clear
37:40
thing
37:40
And
37:40
I
37:40
appreciate
37:41
your
37:41
time
37:41
and
37:41
I
37:41
know
37:42
everybody
37:42
will
37:42
benefit
37:43
from
37:43
this.
37:43
So
37:44
if
37:45
we
37:45
had
37:45
a
37:45
dashboard,
37:46
right,
37:46
and
37:46
there
37:46
was
37:47
one
37:47
red
37:47
light
37:48
flashing,
37:49
what
37:49
is
37:49
that
37:50
thing?
37:51
That
37:51
would
37:51
be
37:51
the
37:51
clearest
37:52
sign
37:52
that
37:52
a
37:52
sales
37:53
process
37:54
is
37:54
underperforming.
37:55
Not
37:56
just
37:56
a
37:56
salesperson.
37:57
Okay,
37:58
let
37:58
me
37:58
read
37:58
back
37:58
and
37:59
make
37:59
sure
37:59
I've
37:59
got
37:59
it.
38:00
So
38:00
I've
38:00
got
38:00
one
38:01
red
38:01
flashing
38:01
light
38:02
that
38:02
tells
38:02
me
38:02
the
38:03
function
38:03
as
38:03
a
38:03
whole
38:04
is
38:04
not
38:04
working
38:06
well.
38:06
No,
38:06
so
38:07
like.
38:08
Okay,
38:09
cool.
38:09
Well,
38:09
okay,
38:10
so
38:10
yeah,
38:10
that's
38:10
fair.
38:12
That's
38:12
actually
38:12
a
38:12
very
38:13
good
38:13
one.
38:13
Inconsistent
38:14
revenue,
38:15
because
38:16
that
38:16
could
38:16
be
38:17
icp,
38:18
that
38:18
could
38:18
be
38:19
channel.
38:19
Because
38:20
channels
38:21
will
38:21
have
38:21
varying
38:23
ICP
38:23
fit,
38:24
which
38:24
typically
38:24
leads
38:25
to
38:25
very
38:25
lumpy
38:26
revenue.
38:27
They
38:28
might
38:28
not
38:28
have
38:28
worked
38:29
back
38:29
the
38:29
ICP
38:30
to
38:30
solve
38:31
for
38:31
sales
38:31
cycle
38:32
speed,
38:32
which
38:33
is
38:33
really
38:33
common
38:34
at
38:34
an
38:34
early
38:34
stage.
38:34
So
38:35
it's
38:35
like,
38:35
oh
38:35
yeah,
38:35
we're
38:35
going
38:36
after
38:36
these
38:36
guys.
38:36
It's
38:36
great.
38:37
It's
38:37
like,
38:38
yeah,
38:38
the
38:38
sales
38:38
cycle
38:39
is
38:39
like
38:39
nine
38:39
months,
38:39
dude.
38:40
So
38:40
that's,
38:40
you
38:40
know,
38:41
that's
38:41
not
38:41
going
38:41
to
38:41
work
38:41
for
38:42
you
38:42
right
38:42
now.
38:42
We
38:42
got
38:42
to
38:43
find
38:43
something
38:43
different.
38:44
But
38:44
it
38:44
can
38:45
also
38:45
be
38:45
if
38:46
you've
38:46
got
38:46
salespeople
38:47
coming
38:47
and
38:47
going
38:47
and
38:48
churn
38:49
and
38:49
slow
38:49
ramp
38:50
times
38:50
and
38:50
then
38:51
lots
38:51
of
38:51
turnover
38:52
again,
38:52
you
38:52
get
38:53
some
38:53
deals
38:53
and
38:54
then
38:54
they
38:54
fall
38:54
off
38:55
or
38:55
they
38:55
get
38:55
one
38:56
person
38:56
that
38:56
managed
38:57
to
38:57
master
38:57
it,
38:57
but
38:57
the
38:58
last
38:58
three
38:58
hires
38:59
can't
38:59
do
38:59
what
38:59
that
38:59
one
39:00
person
39:00
is
39:00
doing.
39:01
These
39:01
are
39:01
all
39:01
very
39:02
common,
39:02
but
39:02
the
39:03
one
39:03
flashing
39:03
light
39:04
will
39:04
be
39:04
that
39:04
the
39:04
revenue
39:05
is
39:05
like
39:05
this
39:06
instead
39:07
of
39:07
like
39:07
that.
39:07
And
39:08
so
39:08
I
39:08
guess
39:08
what
39:09
you're
39:09
saying
39:09
is
39:09
the
39:10
founder
39:10
might
39:10
think
39:11
one
39:11
month
39:11
they've
39:12
cracked
39:12
it
39:13
and
39:13
the
39:14
next
39:14
month
39:15
they're
39:16
they
39:16
haven't
39:17
cracked
39:17
it.
39:17
Once
39:18
you
39:18
spotted
39:18
those
39:19
signs
39:19
you
39:20
mentioned,
39:21
your
39:21
team
39:21
builds
39:21
repeatable
39:22
GTM
39:23
systems
39:23
that
39:23
actually
39:24
help
39:24
drive
39:24
the
39:25
sales.
39:27
For
39:27
somebody
39:27
listening,
39:29
what
39:29
would
39:29
be
39:29
the
39:29
best
39:30
way?
39:30
And
39:30
I
39:30
appreciate
39:31
your
39:31
time
39:32
and
39:32
we
39:32
may
39:32
do
39:33
a
39:33
follow
39:33
up
39:33
episode
39:33
because
39:34
I'm
39:34
sure
39:34
I'll
39:34
get
39:34
questions
39:35
at
39:35
some
39:35
point.
39:36
Only
39:36
if
39:36
you're
39:36
up
39:36
for
39:37
it.
39:37
What
39:37
does
39:38
that
39:38
mean
39:38
in
39:39
terms
39:39
of
39:39
like,
39:40
if
39:40
somebody
39:41
wanted
39:41
to
39:42
engage
39:42
with
39:42
you?
39:42
I
39:43
can
39:43
link
39:43
in
39:43
the
39:43
show
39:44
notes
39:44
down
39:44
below
39:44
as
39:45
well.
39:45
Feel
39:46
free
39:46
to
39:46
get
39:46
in
39:46
touch
39:47
with
39:47
Alex.
39:47
Thank
39:47
you
39:48
so
39:48
much,
39:49
Alex,
39:49
from
39:49
the
39:50
sales
39:50
people
39:50
for
39:51
joining
39:51
us
39:51
today
39:51
and
39:52
sharing
39:52
so
39:53
many
39:53
interesting
39:54
points
39:54
about
39:55
how
39:55
to
39:55
hire,
39:56
how
39:56
to
39:56
scale,
39:57
how
39:57
to
39:57
spot
39:58
price
39:58
problems
39:59
and
40:00
to
40:01
help
40:01
you
40:01
all
40:02
do
40:02
it,
40:02
if
40:03
you're
40:03
in
40:03
a
40:04
position
40:04
where
40:04
you
40:04
think
40:05
something
40:05
might
40:05
be
40:05
wrong
40:06
but
40:07
you
40:07
don't
40:07
quite
40:07
know
40:07
what.