With a shrug, she said, “I do what we did last year. We have a marketing plan,” she continued. “We review last year's spend and make adjustments, usually on a budget the CFO gives us.”
On the surface, it's common to say everyone in your company is in sales. But Todd Cohen tells us why it's true and this industry leader in sales culture demonstrates it. This program should be listened to by every C-Suite officer.
About Todd Cohen
A dynamic, engaging and motivational keynote speaker, Todd’s message is relevant to any organization striving to increase revenue, strengthen relationships and improve client satisfaction. Using humor and real-life examples, Todd demonstrates how every conversation is a “selling moment” and how everyone can contribute to the growth and profitability of the organization.
In addition to his sought-after keynotes, Todd's Sales Culture Workshops are highly acclaimed and set a new standard for sales education and demonstrating that everyone matters and everyone has a "line of sight" to the client
In 2015, Todd was awarded the title of Certified Speaking Professional (CSP), the highest earned designation awarded by the National Speakers Association (NSA) and has served in multiple roles on both the local and national level.
Todd is the principal of Sales Leader LLC and author of two books on sales culture, “Everyone’s in Sales” and "Stop Apologizing and Start Selling.” He has been a regular contributor to The Huffington Post and Philadelphia Business Journal has written for dozens of trade and association magazines and has a monthly newsletter titled Sales Culture Newsletter. In 2018, Todd launched his Sales Culture Toddcast featuring exciting guests and topics.
He is a frequent guest lecturer at area schools including Drexel University, Pennsylvania State University, St. Joseph’s University and Temple University. From 2010-2012, he served as the Sales Executive in Residence at Temple University Fox School of Business where he mentored students on entrepreneurship. Todd regularly coaches people in career transition teaching them how to sell themselves to get the position they want.
Prior to launching Sales Leader LLC, Todd coached and led dozens of sales teams to deliver more than $950 million in revenue for leading companies including Xerox, Gartner Group, Thomson-Reuters and LexisNexis. Todd holds a Bachelor’s Degree in Business Administration from the Fox School of Business at Temple University.
Whether we were on a team requiring competent levels of motor skills, strength, power, speed, agility, balance, coordination, and endurance, or in a company or club where we work together, and make a personal sacrifice for the collective benefit of our friends or colleagues there are common themes to the success of the team. SquadLocker founder and CEO Gary Goldberg lives these values, encourages them within SquadLocker, but also in his daily life.
Gary and our host, Susan Finch both admit they were probably tied for last place for being chosen to be on teams as they were growing up. But, there are so many ways our children can learn the value of a good mentor, coach, and team experience that will set them up to be the one EVERYONE is vying for them.
Some of the values covered in this episode include these pointers for success:
- Never play the victim.
- Never react impulsively.
- Don't take it personally.
- Take your losses and move on.
- Turn criticism into an opportunity.
- Celebrate the wins, but there is no need to peacock in the endzone - humility is a wonderful trait.
Perseverance, dedication, desire, communication, teamwork, leadership skills, motivation, learning from failures, putting the team first, keeping out the parasites (hat tip to Chris Beall), and handling criticism are all qualities of a person we want to have on our team, and in our companies.
Malcolm Lemmons tells us, "Many times, the most successful athletes aren’t the ones with the most talent and skills, but rather they are the ones who can be the most persistent and mentally tough. They are the ones who put in the extra work when no one is watching and they are the ones who have the will to outlast their opponent. They will do anything to come out on top and it is no different in entrepreneurship."
Listen in. How do you feel about your own inner athlete? Are you the one who will show up every day, even when you don't feel like it?
About Gary Goldberg
Gary Goldberg is a third-generation textile engineer who has enjoyed designing textile consumer products for some of the world's most recognized retailers and brands. He admits that he never reached star athlete status during his younger days, but recently has enjoyed learning to play Squash with his 3 teenage children. He is regularly beaten at pick up basketball by his two boys but claims he wants them to win. A native to New England, he resides in Providence, RI, and is the proud owner of a French Bulldog named Gallagher.
This is a literal transcript, some editing may be necessary. Exact short quotes with an exact attribution to the speaker is acceptable.
Hey, welcome everybody. It's time once again for another episode of SLMA Radio. We're the longest running program here in the Funnel Radio Network, and today we have with us somebody who's been with us since the beginning, Susan Finch. Hey, Susan, who'd you bring with you today, and welcome to the show.
Well, thanks, Paul. It's nice to be here. It's been a while since I've been a host. I am excited today with everything that's been going on and pulling together, being part of a team. I have Gary Goldberg, who is the CEO and founder of SquadLocker, and we are going to learn all about SquadLocker. What they do is they have sports uniforms, they've been brought into the digital age with on-demand printing customization and so many things, but that isn't what we're talking about at the moment. You'll get that at the commercial. We're going to be talking about the importance of teams and building a company based on the inner athlete. Now, being a total clod myself and was never on any teams, I was on a dance team, okay. That was okay and it was kind of foofy, but as far as regular sports teams, I got hurt too often so I wasn't on teams.
But I learned how to be part of other types of groups, and as we know, the definition of athleticism and being an athlete has to do with physical activity and things. But I put a lot on the mental. There's a lot of brain work that goes on sometimes to be on a team and there are other ways to be on them. It's not quite as glamorous sometimes, but I've been on drama teams. I've not been on chess teams. I have been on debate teams, and there are other ways that you can be part of a team. So, Gary, welcome. I am so glad to have you here.
Thanks for having me, Susan. It's a delight and a pleasure to be with you today.
You can read his bio on LinkedIn because it's a wonderful story that he is a third generation... You're third generation, aren't you, apparel and textile industry?
I am. Yup. My grandfather started in the middle of 1948 in Fall River, Massachusetts, after leaving New York City at the end of the great depression.
And then you've carried it through. So this version though is totally different, I'm guessing then, what they could have ever even imagined.
Correct. To build on that, what we do at SquadLocker takes an enormous amount of imagination and ingenuity. We're really disrupting the space. So if you're going to do things that are hard or complicated or new, it requires an incredible reliance on teamwork and appreciation for working with others once we've defined common goals. And so if you are prepared to work with others and are open-minded towards criticism and collaboration, vulnerability, but the right amount of self-esteem and humility, great things can happen. And so that's the underlying secret sauce or recipe that goes into teams and/or teamwork. And for me, it's a current topic of fascination. I'm really into exploring the idea of teams and teamwork and leadership and followship, to use a word or to make a word, and the relationship between those two things. I love to dig into these types of topics.
So let's backtrack a little bit though to your childhood and your experience on teams. If you did... I pulled my own covers on how lame and clumsy I am on physical teams. But tell me about your experience.
I'm really empathetic to your experience, Susan. I think you and I would have been either end of the fence line of the two last kids that got picked-
... for the team. I was a late bloomer. I was uncoordinated. I aspired to be better than I could have ever actually physically have been. And so for me, sports was super aspirational, but really difficult for me to get to, and to reach the level of performance where my self-esteem could equal the expectation I had of myself. I was the last guy to finish the race. I was all of those things that you can write... I was the Charlie Brown of youth sports.
Well, I found out later in my life that there were influences that allowed me to be great at other things, and although they weren't necessarily sports, like I got really into guitar playing in college and then I was out playing in a performing band and it really started to build my self-confidence. And there were things that I recognized about teams or performance that transcend being good at all things on earth with people. Discipline, excellence through repetition, respecting the right way to do things, being open-minded when you're not good enough, and allowing somebody to tell you that and not taking it personally.
Oh, yeah. That was-
So I was lucky. [crosstalk 00:05:26] Total life skill. And I got lucky because I bumped into a couple of mentors along the way that helped me with that. And it was their ability to be great at what I wanted to be great at, was defined already. So there were moments in my life where I was like, "Well, if I want to be great at these things and these people are already great, I better shut up and put up and not go crying to my blanket at night if someone's telling me I'm not good." And so they were awakening moments for me where I had to reinvent myself and invest in myself.
You hit on a super important point though, and that's about the mentors that were put in your path, or that happened in your path that you were blessed to have in your path, however you want to look at that. And we always talk about, oh, we want to hire people with that team mentality and things, but it starts, for a lot of us, in leadership roles of being that mentor. And not just mentors of people that we can make money from in our companies, but mentoring those that will be part of our future, the children, and having an active role in the lives of the future. And I know that's really near and dear to you, is the importance of the role of coaches and whether it's a parent who is the coach, whether it is the sports coach, the teacher coach, whoever it is, the robotics coach, that it just takes some of those very wonderful moments to stick with you for life and guide you in all of your endeavors, as far as your principles, your credibility, everything.
Amen. Absolutely. And in my life I've been blessed. I've been blessed with parents that taught me right from wrong, caring from bias, the value of education, the value of commitment. My dad always says, "You've got to look at yourself in the mirror every time you shave, so be comfortable with who you're looking at." And so, blessed that my family was an infusion of integrity and honesty in my upbringing. And then from there the road's bumpy, but boy did I have some highlights with some great mentors. I had a great baseball coach in high school that I still talk about today, this guy, coach Donovan. I still use the phrase, excellence through repetition. He was my English teacher and he was my baseball coach. And he would hit us ground balls and force us to define vocabulary words as we fielded the balls.
And I'll never forget, he yelled out to me. He said, "Goldberg, second base, unctuous." And I pick up the ball and I said, "Snake-like oil," and I threw it to second base. I was working in the infield. He was an incredible role model for me because he gave me the confidence to know, "You want to be good at something, you stick with it and you do it by these set of rules, and stay tough." Coach Donovan told us there was three reasons to miss a baseball game or practice. Death in the immediate family, fever of over 103, or a broken bone through the meat. Those are coach Donovan's three reasons why you miss a baseball practice or a game.
Now, coach Donovan was the most loving, caring, endearing man that I think back in my high school career that I knew, but he had a seriousness to him. Like, "We're going to play baseball. There's a right way to do it." And so I was lucky because he started to explain to me, there are processes to becoming great. There are stepping stones to being good at things. "Follow my path. I'm 60-years-old. I've walked down this path 382 seasons. I'll walk it with you one more time." And so that was mentoring.
Again, I've gotten lucky. There was a guy. My dad had a big factory that when I got out of college, I started working there full-time and there was this gentleman by the name of Frank [Nunca 00:09:19] and he was in charge of safety and human resources. And he taught me so much about empathy, active listening, listening not to repeat and to speak, but to absorb and understand. He was an incredible guy.
Again, I've been blessed. I've been fortunate that I've had great mentorship, both family and career-wise and through education. And so at SquadLocker, when we think about our role or our purpose, I think we could all agree, audience members and you, Susan, to a certain extent, that the world is a remarkably complex place. And it's not hard to see that by turning on a television, regardless of what party you choose to tune into, we could easily come to consensus on the fact that the world is full of remarkably complex problems. And to find our purpose in life is to help solve these problems. This is my belief. This is my core belief. Well, look, Susan, you and I can't do it alone, right?
Even if we want to, and even if I think Susan's the kindest, most powerful woman on earth, and I'm the kindness and most powerful man on earth, it's going to take more than four hands and four eyes. So, as a company or as a person who seeks purpose in their life, how can we contribute to getting to use a phrase, an army of Susans or Gary’s to be helpful and to be thoughtful? Well, I'm not going to be able to do that on my own. I can't train every kid to be thoughtful. I can't do it. But guess what? There's a whole industry of these people and they're called coaches, and coaches happen to be great mentors because there's this really interesting formula.
Mom and dad say one thing at home and that helps me build my belief system. But then coach sometimes tells me how to turn it into action. So he's the one teaching me how to pitch or teaching me how to catch. That's a super powerful thing to give them more time to invest in kids. And that's kind of the purpose of our company, is to alleviate the pain points of their operational needs and allow them to get back at it and invest in the kids.
The time is the most precious gift any mentor, anybody has to give to another human being. There is [crosstalk 00:11:45] no replacement for that.
We want to fill those stores, their time stores. We want to fill them up so they have more time with their kids.
Well, this is a great place for a break, Gary. I know that we're going to have a quick word from... Oh, our guest company today, SquadLocker. And then we will be back to continue this conversation.
And we just want to remind you that if you're looking for team sports and shipping uniforms, SquadLocker serves over 75,000 teams, leagues and schools by shipping uniforms, custom team gear and spirit wear in three days. That's right. Three days directly to parents, athletes and fans. Imagine the convenience of being able to manage an order from a single SquadLocker store for any team's uniform needs. Anything that can be printed, sublimated and embroidered, according to your needs. For more information, it's simple. Just go to squadlocker.com. That's squadlocker.com and get the team gear you're looking for.
I got to throw in one personal story here. I adopted a daughter in junior high from Mexico. So she's 12-years-old. She can't speak English. She's struggling at school. And the only thing that got her through junior high middle school and high school was team sports. Turned out she was gifted athletically and kids may laugh at her when she was in school. She didn't know or she couldn't speak. But when she got out on the soccer field or the basketball court, nobody laughed. Nobody cared how well she spoke. It was how well she played.
And it's what really got her integrated into the school. It's what bonded her with other kids and taught her how to work with others. Forget about whatever the victories or losses she had. It's what made her who she is today, and I think so much of that experience here. So, yeah, as one of those parents who got very deeply involved in high school athletics with their kid, I can tell you the importance of this and the importance of getting the team together to wear the right stuff, all that spirit wear, it was critical to making a team. It really was.
I can see it, but I'm sure the audience can hear you beaming as you're talking about your daughter.
I get choked up talking about her. It's high school sports, and that experience was what made her the woman she is today. It brought her out of her shell and it taught her so much that... Beyond just winning and losing.
Well, thanks for sharing that story. Today we have, for those of you just tune in somewhere in the middle, I am Susan Finch and I'm your host today on SLMA Radio with my guest, Gary Goldberg, who is the CEO and Founder of SquadLocker, we just heard about at the break. We ended up telling some of the stories of the mentors, the importance, and your goal and SquadLocker's goal to return time back to these adults who are volunteering their time, most of the time, to help these children and teens and even adults in different leagues become better humans, become more confident humans, and which also makes them somebody we're all going to be fighting over to hire them for our companies.
And the topic of our conversation today is building a company based on the inner athlete. So that starts at leadership and goes all the way down into everybody we bring in. So the leadership roles are the continuing of the coaches. My very last boss before I started my own company was also... He was a college professor. So he would teach PR and marketing and things he knew how to teach. He was also so comfortable bringing out everybody's positive skills and allowing them to learn and fail and to learn from the failures. And I will forever be grateful to Greg Smith for that reason.
Yeah. And an interesting thing about failure. You can celebrate wins, they're super valuable. The funny thing about winning is you don't learn a lot from it. It's kind of funny, right? It's all we all really want. I mean, I wake up every day and I think, "How do I win? What's winning like for me today? Is it finishing this project at work? Is it getting back to my family to do this thing? Is it trying to make this amount of money for this, whatever?" And while I was looking to attain that, but the real lessons are the incremental misses and missteps that build a staircase of success to the win. At SquadLocker, as a company, we've tried to be really sensitive about making it really, really good to fail quickly. Figure it out, fail at that. Okay, what do we learn? Okay, go back. Those incremental failures start to take the form of this thing called success.
But a lot of people don't realize that success is just an amalgamation of all your failures. And so, as an organization, we have to discover all of these failures and understand them so that we can build this thing called success. I think many organizations don't start there. Many people think, "Well, I shouldn't do that. I could fail. I shouldn't do that. That could be a mistake. I have to be really careful." I think sports, in general, teaches this idea of consistent missing of the mark to strive to be better, and good athletes understand this idea like, "Well, what did coach say? I better listen to coach. I'm okay taking direction." Good coaches teach their athletes, "When you win you don't make a big stink out of it." No one needs a peacock at the end of the end zone. Put your feathers down, put the ball down and walk back to the huddle, right?
And so there's these really interesting lessons around great coaching and great mentoring and great teamship about humility. I've seen incredible, I mean, tears-to-your-eyes videos on Instagram about kids with disabilities being invited onto sports or onto games to score points or to participate at a level that may not be an everyday thing for them. And so why is it that sports creates that environment for that, where all of a sudden kids who are so competitive can accept and participate in risking a win just to include someone who couldn't belong? So sports has these lessons and life stories about struggle and failure and humiliating and achievement that you put all that together, you put a nine-year-old to an 18-year-old through that. Maybe they go to college, maybe they don't. It's okay. Then they start to enter the real world.
And the boss doesn't like you. Well, maybe the coach didn't like you. That might be a normal experience. "Wait, I might have to earn some respect here. Hm, how am I going to navigate this? How am I going to self-advocate? Am I going to take my ball and go home? I can't, I got to work. I have to make a living." Right? And so, for me, I think, athletics and teamwork and mentoring that special sauce, those formulas, those ingredients that work together, do create an experience that is a great preparation for lifelong adversity. My son, my oldest son, graduates from high school. He's about to graduate from high school. Gets a job at the Boston Red Sox before he even graduates. And he's working game day operations up at Fenway and we live in Providence, Rhode Island. So he was going to take the train up, train back.
One night it was a doubleheader, pouring rain on and off all night, and he's the low man on the totem pole. So he's out in the rain, comes home on the last train 1:00 o'clock in the morning. He's cold, he's wet. And I said to him, "Hey, buddy, if you're in over your skis here, it's okay. You don't have to stick this out if it's too much." It was probably a parenting error, as opposed to me just saying, "Hey, how's it going?" I was worried about him. I was really worried about him. And he goes, "Are you kidding me, dad? What are you talking about? If I'd said to coach Willie," his football coach, "If I set to coach Willie, 'it's cold out, I got to go in from practice,' what would he have said to me?" I'm like, "Coach Willie tell you that?" And I'm like, "Yeah." And he said, "Yeah." And I was like, "Got it. So you're okay staying out in the rain all night on your feet on the cement?" He goes, "Yeah, that's my job." I was like, "Wow."
But the fact that he related it back to this physical thing in football, where he was cold on these practices and it was uncomfortable, right. I was like, "Wow, all of that high school work, all the trigonometry and the English and the foreign languages, football just paid you dividends, man."
Paid you dividends. You are prepared. And that's something that sports teaches young men and women. And by the way, it's not just on the field athletics. There are other participatory things. I mean, I have another child who is in... who's a drummer who's in a band, learning adversity, learning to come together and work together. Debate club, robotics. It's all these lessons. It's all about teamwork and sportsmanship.
It is. And that's what sticks. And I think when it is illustrated for us, not a lesson that we're reading, not a lesson that we're just hearing, but a lesson we are doing.
It's what drives it home and makes it stick forever. I can pull back so many lessons, and that's exactly where they came from. They were experienced lessons, not just told at me over and over. That doesn't do it.
Yeah. I agree.
One of the things I liked so much, Malcolm Lemmons had three things that he says about the athlete mindset. "I love the show-up every day, whether you want to or not. Take your losses and move on," which is exactly what you were saying, "And celebrate the small wins, but always be ready for the next opportunity." And I think that sums up everything you were covering. That's what it is. It's what we bring to it whether we are in the leadership role or the person being hired, who's going to be the low person on the team. What are you guys bringing and how are you going to integrate what you learned in childhood, learned on a team, learned in a club? Anywhere where you had to rely on the cooperation of others and also contribute without having to be, like you were saying, the peacock in the end zone.
Plenty of those. We don't need more of those.
No. Gary, if you wanted to have people... Do you have a challenge? You have something that you want to encourage people to do on this topic that they can all do in their own company, in their own positions?
Well, that's a little bit of a curve ball zinger fast ball inside pitch at me, Susan. I don't know if I necessarily have thought through that. If I were going to encourage people to do things, it would be, remove your biases, set your biases aside. Don't expect certain outcomes. Don't try and control things that are uncontrollable. And believe in the power of teammates, and believe in the power of your team. That'd be my one thing, my one challenge.
Now I'm going to add one more, too. Appreciate your own failures and look at them as a gift to be better.
Love it. Agreed.
So everybody, you can find Gary on LinkedIn, of course. You can also find everything about SquadLocker and his whole leadership team there and the products and services that they offer at squadlocker.com. For us, you can find us on slmaradio.com. You can find us in every one of your favorite podcast venues, including Apple podcast, Stitcher Radio, iHeartRADIO, TuneIn. You hang out there, we're there. Go listen, subscribe, rate us and tell us who you want to hear. You got a guest idea for us? Let me know. I would love to consider that. So thank you so much, Gary. It's been a pleasure having you and getting to know you better.
Thanks, Susan. It was a fun time being with you and talking with you.
Thank you so much. Back to you, Paul.
You've been listening to another episode of SLMA Radio, right here on the Funnel Radio Channel, for at work listeners, like you.
It was a quiet Sunday morning in Villa Park, CA. I tapped my brakes at the stop sign and rolled on.
A Villa Park police officer pulled me over. He took his time getting out of the police car, stopped at my rear bumper for a moment, and then approached my open window.
Taking my license, he said, “You know you rolled that stop sign, right?” “Yes sir, guess you’re right,” I smiled.
“Tell me something,” he asked, “What’s that bumper sticker stand for?”
“That’s a private club I belong to,” I said, “Life-time membership, due are paid.”
He took a moment, tapped my license in his hand a few times, and said, “Have a nice day.”
As the officer turned to go he stopped, “By the way,” he said, “Thanks for your service.”
Every serviceman and woman, from every war, has a similar service ribbon.
Posted on Memeorial Day 2020
To the men and war-dogs of the 63rd Infantry Platoon Combat Trackers (IPCT), Americal Division, US Army. You know who you are and what you gave.
For many competitive careers, having your own personal brand, beyond words on a resume, separates those who have it from those that don't. It could be a sales job, marketing (of course), even CEOs and Presidents have personal brand considerations. For your own brand you have to consider how you will invest in yourself.
I’m not talking about your basic social media activities, that has its place. What I’m referring to is the need to have visibility in the marketplace for your thoughts, philosophies, problem solving, and leadership. What do you stand for, what do others think of you and why should you care? How can you break away from the crowd?
Why it Matters
"For many competitive careers, having your own personal brand, beyond words on a resume, separates those who have it from those that don't."
Personal branding for many people is a career necessity. Branding can start with your blog, speaking, tweets, followers, eBooks, and guest blogging. These things may make you visible (your brand is being recognized) for publishers and companies and maybe employers to approach you for interviews, for video and radio with resulting podcasts.
Thought leadership has grown not only for companies, but for individuals. In years past, thought leadership was driven by writing a book, speaking, speeches’ bureaus, research reports and PR effort. Today thought leadership and an individual’s brand can be created through the wise use of social media in its broadest definition.
If someone wants to increase their visibility they can certainly write a book. This is, however, hugely time consuming if it is beyond the self-published, poorly edited, 50-to-100-page softcover effort made by many would-be authors. To be a serious author you need a 200+ page, professionally copy-edited book from a major publisher, which can take several years of effort.
Being a speaker at conferences and workshops is often a precursor to book publishing, or often easier once the book is published. Speakers’ bureaus are great if you already have a recognized name or company, and you have published enough books. They can get you the gig, but it’s still time consuming.
The Shortcut to a Personal Brand
There is an easier way to create your personal brand that doesn’t require travel, two years to write a book, mountains of research and article writing. The answer is to host your own podcast.
"Think about it, If you don't invest in yourself, no one else will!"
Your podcast can be a simple recording you create and place on a service from a storage site. A radio program/podcast can be broadcast live at the same time on the same day of the week, or on the same day each month, and then follow-on listeners come from the podcast recordings posted on a hosting site. These types of consistent programs create followers and listeners.
At the Funnel Media Group’s Funnel Radio Channel, we have 22 hosts for various programs heard once a month, bi-weekly or weekly. We call them the Real Personalities of Funnel Radio. Their programs might have a single speaker and topic, or guests with the host. None are longer than 30 minutes which we deem is the optimal time for listening. Anything longer and you have a webinar type of sales presentation.
Listeners for these programs varies with frequency, time and how the programs are promoted. Program startup numbers can be 50-250 listeners per program (about webinar expectations) to 100-500 listeners. Programs promoted over time can have 750 to 1500 listeners. Popular programs with typical social media exposure can have thousands of listeners. The size of the host and host company's database and current followers can make a substantial contribution to the followers and program listener downloads.
These listeners are unique because they are no longer just at-work listeners; they are at home, walking the dog, climbing mountains, bicycling, exercising, or traveling-listeners at nights and on the weekend.
The “hosts” of these radio/podcast programs have followers, build database of prospects, and create multi-use content for books, eBooks, case studies, blogs, articles, and speeches (see the ways to use podcasts here). The programs are normally registered with iTunes, Stitcher, Blubrry and the B2B Podcast Directory so that they can be found by host name and subject.
Popular programs on the Funnel Radio channel are:
Revenue Rebels with Rhoan Morgan
Sales Pipeline Radio with Matt Heinz
CRM Radio with Paul Petersen
Inside Inside Sales with Darryl Praill
Asher Sales Sense with John Asher and Kyla O’Connell
Starting a radio/podcast is easy and inexpensive. You need recording software, a place to store the podcast so listeners can come to the site to listen to embeddable players the site provides. (Think Podbean, Bluebrry, etc) For $15-40 a month you can have all of this and be in the business of podcasting and building your personal and your company’s brand.
There are radio/podcast agencies, such as ours, that manage all of this for you except the actual host duties. Agencies offer a range of services including storage, digital streaming and production, a studio and announcer, editing, music and a professional touch seldom found in self-produced podcasts.
One of our Funnel Radio Channel programs has been broadcasting for 4+ years. At first, the programs were bi-weekly and then weekly after a few months. To date, the has had 242 episodes with 109,353 listeners, with a per-episode average of 451 listeners. Some programs have had 1200+ listeners. He did this from his office or on the road via the net, by phone with the studio. Guests, customers and non-customers, know his name, what he stands for, his judgement on marketing and sales, and something about his company services. He has an extensive brand recognition for him and his company. Of course you can too, should you choose to take the "short-cut" to improving your personal brand by using radio podcasting.
On another program, with use for 2.5 years, he has had 78 episodes and 61,498 listener downloads with an average of 1008 listener downloads. All of this information is available from public data.
So, you have to ask yourself, is it time to invest in yourself?
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Inside salespeople have steadily grown in numbers for many years. How to get them to excel relies on a specific tool, says Russell Wurth of Showpad. This program is for sales managers and salespeople who work remotely (and Presidents who want the most from their salespeople).
Russell Wurth, VP of Sales Enablement at Showpad
As vice president of sales enablement, Wurth is responsible for driving Showpad’s revenue enablement efforts. Russell has more than 10 years of experience in enterprise software and brings a deep understanding of sales enablement to the company. Wurth comes to Showpad after holding leadership roles at Optiv, Cylance and Netskope. He started in IT and moved to product management and then Sales Enablement. He is known as a guy who producers revenue.
Showpad is the complete sales enablement platform that aligns sales and marketing to drive revenue faster. At Showpad, we believe that the buyer experience is the ultimate differentiator. Thi is why we built the most complete and flexible sales enablement platform that marketing and sales rely on to prepare sellers, engage buyers, and optimize performance with insights. With a single user experience, our solution makes it easy to discover and share the right content, deliver training and coaching, and maximize seller productivity.
Showpad drives rapid deployment and adoption with best-in-class technology and practices based on the success of 1,200+ customers in over 50 countries. Founded in 2011, today Showpad is a team of 450+ people working from the company's headquarters in Ghent and Chicago and regional offices in Brussels, London, Munich, Portland, San Francisco, and Wroclaw. To learn more about Showpad, visit www.showpad.com or follow Showpad on Twitter and Linkedin.
Paul Roberts: Welcome back to everybody. Time once again for another episode of SLMA Radio. Brought to you by the good folks, the Sales Lead Management Association. Been a long day. With a man who's never tired or tongue twisted like I just was, Jim Obermayer. Hey, Jim.
Jim Obermayer: Hey, thank you Paul. You've only been doing this 10 years.
Paul Roberts: Brain freeze.
Jim Obermayer: Five-hundred-seventy-five programs later, 800 guests later, here we are, doing it again, pushing our 11th year on SLMA Radio, weekly program on the Funnel Radio channel. Should be an exciting day today we're not going to mention the P word, which is pandemic. We're not going to go to COVID-19. We're not going to go to anything that refers to that because I'm tired of it! We are going to talk excitingly enough today about how sellers accel more as remote sales professionals. And I searched out and got the guy who was going to talk to us about this, the guy who's got the experience, the guy who worked in IT, the guy who worked in product marketing, the guy who runs sales enablement at Showpad. And we're going to talk about how salespeople can be more productive when they're remote.
Jim Obermayer: 52.8% of the 5.5 million salespeople out there in the US, they're outside salespeople. 45.5% are inside salespeople ... we should say inside salespeople who either work remotely or in corporations. I don't know what happens to the other 1.2%, they're probably just ... who knows what happens to them, but they didn't talk about them.
Jim Obermayer: But we know 45.5% are inside salespeople and a great percentage of those, just about all of them right today, are working out of their homes. I wanted to know how can sellers accel more as remote sales professionals? Russell Wurth, Vice President of Sales Enablement over at Showpad. Wurth is responsible for driving Showpad's revenue enablement efforts. Wurth has more than 10 years of experience in enterprise software and brings a deep understanding of sales enablement to the company and I love people who think about sales enablement. That combination of sales and marketing working together on the revenue problem. Wurth comes to Showpad after holding leadership positions that Optiva, Cylance, Netskope. He started in IT, as I mentioned, moved into product management, and he's with us today. Hard to get, but we found him out in Denver. Russell, tell us all about yourself a little bit and then how sellers accel more as remote sales professionals?
Russell Wurth: Thanks, really appreciate that introduction. And again, I'm excited to be here too because I've really been passionate about sales enablement over the past couple of years because it solved the problem I didn't think existed back when I was in IT.
Russell Wurth: Quick backstory, I worked for a startup company where I was a software developer, integrator, head of the product. I was the techie engineer guy, the guy that the salespeople would bring along to the conferences and to the customers. And I never appreciated sales and marketing until I had to do it and even though we built a great product back then when I was a software engineer and eventually the sales engineer, I just never really appreciated sales marketing until we saw that we needed to drive pipeline. We need to have a compelling message. We couldn't just talk about the features and the nerd [knots 00:03:45] and all these cool things that buyers, it's like, "Okay, that's great, but why does it matter to me? What can I do with this thing? How does it help me in my business drive more revenue and save costs?"
Russell Wurth: And that's how I got into sales [inaudible 00:03:56], it was trying to solve that problem in product marketing, which is great. It's needed to do the packaging and promotion of your product, but sales enablement is then how do you tell that story to really compel somebody to listen, to try to understand more. You almost have to then unteach them some things because they've done some research on their own on your product, and so you've got to re-explain your value proposition to them and then make sure you can demonstrate it. And it's really, really tough for sellers, so you never really appreciate it again until I really had to do it. So that's a bit about me and my history, Jim.
Jim Obermayer: Well, that's great. I love sales enablement because it tells the marketing people, well, what their job is: sales enablement. It was always that from the very beginning of the marketing departments coming into B2B back in the fifties and sixties when marketing really took hold for B2B. But it seems like it's taken years for marketing to realize what their real job is, which is to enable sales.
Jim Obermayer: But so we've got a background there. Let's really get into how sellers accel more as remote sales professionals. And I really believe that it isn't sales training, it isn't getting necessarily the latest book on sales, somebody's magic potion or their key to the sales process. I think a lot of it relies on the tools that the salespeople are given to work with. We don't always talk about products here to a great extent, and I know Showpad is going to come into this, even though you don't do most of your podcasts, talking about Showpad, but I'm asking you to talk about it today because I want you to talk about the whole landscape of the tools.
Jim Obermayer: When we've talked in the past, you said, "Boy, a couple of years ago, it was all about this explosion of tools in marketing and marketing is spending more than the rest of the IT department and the companies and they've got 15 to 16 tools that they're using," and now the explosion is happening on the sales side. What tool should the sales people use to become productive? We're not just talking to sales CRM, we're not just about marketing automation, we're talking about what are the other tools and Showpad is part of that. So let's get into the productivity side from your perspective and then don't hesitate to talk about Showpad and how they operate and what they do to make the salespeople productive. Floor is yours, Russell.
Russell Wurth: No, thanks. And again, I've been at Showpad, customer disclosure, for about seven years and each time moving to different companies, even though I had a heart for Showpad because I knew the platform, I'd look at other solutions because we were always trying to solve this problem, how do we help sellers sell more faster? And as you alluded, the challenge is even harder now that we're doing remote selling. We're starting to see, and I'll talk about this later, but Zoom fatigue setting in, meeting fatigue, being on camera all day long is setting in because sellers, they were never designed to be in front of a laptop all day long, they're designed to get out there, to bring some excitement, some confidence. And it comes from their knowledge of the marketplace, of customer problems, and their products and solutions.
Russell Wurth: And the thing I like about Showpad as an enablement platform is it combines that. It's not just content, it is that knowledge of what is in the market, what our products do, what's the value proposition, what's the differentiation? This information is spread amongst PDFs and slides and other materials, but it's not well organized and structured for guided sales, for knowledge consumption, and knowledge delivery by the sales rep. And then you also need to wrap that around a better sales training program, and that training program isn't just your standard corporate LMS. This has to be something targeted for sellers by sellers, things where you could rapidly deploy sales training. You can have examples of good in there by other sales managers or sales executives that really know how to tell a great story.
Russell Wurth: And then being able to assess that as a sales manager and see how are my sales reps performing both while they're trialing this out during their training curriculum or in live meetings? Have those recordings go back to the sales rep and the sales manager, really watching that game tape just like a football player would right after the play is over, get on the sidelines, kind of watch and see what happened and what you could do differently. And then tool yourself to go back out there again.
Russell Wurth: That's really that sales motion that I'm excited about that Showpad can deliver with this platform around the content for sale, the messaging and knowledge, and that ability to assess it. And then for marketing, again it creates tighter alignment.
Russell Wurth: Marketing now gets a lot of that data that's very rich data because it's data that how is sales using the content with customer conversations? Still today, a lot of the marketing conversations with B2B, it's one way, you put out marketing messages on a website, social media, advertisements and you may see who clicks. You may have some cookies that track some things back, but you don't really get a dialogue in marketing. You just see things, like impressions and clicks and share of voice and conversion and emails. But more and more buyers, they put up ad blockers, they put up things that reduce marketing's insight to this data, so it's not all that clear. Whereas the data marketing gets from a platform like Showpad, you know the sales reps name, you know the customer they're talking to, the contact they're talking with and the content they're sharing. So that's a valuable insight for marketing to help them produce better content. So that's the other piece I'm excited about, is working with marketers to get better content in the hands of the sales team and Showpad as a platform to bring all that together really excites me.
Jim Obermayer: Tell me more about how a sales person uses it on a daily basis. They may have their CRM system, correct? Because-
Russell Wurth: Right.
Jim Obermayer: ... you can attach Showpad and you can connect with CRM systems or it can stand alone, correct?
Russell Wurth: Correct.
Jim Obermayer: How does a sales person use this Showpad platform every day? I'm a sales person, I sit down in the morning, and I fire up that computer, and I fire up Showpad To start my day. How do I use Showpad to become more efficient?
Russell Wurth: That's a great question. Something I'm trying to drive towards is the tools that we have out there in sales mail are great, but it's really about how the sales team is equipped to use them. And what excites me about how I've deployed Showpad in the past and how we're doing this for customers today is how does a rep start their week? Typically it is starting on a Sunday evening. They might be reading some latest information that's going on in terms of market trends, market information, a product launch or some new campaign.
Russell Wurth: So we're centralizing news and information delivery. The things they need to know, what's going on to get ready for the week that's the latest and greatest? So that Monday morning they can take a light refresher and they can prepare for their week. They can start grabbing some of the favorite content that they have, whether it's slides and analyst reports, a news article, a byline, these things that prepare them to start engaging with either prospects or customers.
Russell Wurth: So arming themselves to think about, "Okay, I'm ready to run my sales plays for this week. What's the goal? Am I trying to prospect and get a new opportunity created through some insight I'm going to provide, or am I trying to move this opportunity further along?" And so that early week we want to make sure that the sales team is empowered with that information. We try to drop in there again, examples and video messaging from either sales executives and sales leaders or just a sales rep that has had a tip or trick that they'd done in the past.
Russell Wurth: Think of how we've changed as a society. We've kind of gone from, I call it the microwave society, where we'd have things in a few minutes to now, almost a Twitter based society where we want 140 characters in seconds. So we need to start delivering those little bite size things to sales, both content and video. People don't have the patience to sit and watch an hour's Wurth of training videos, whether it's live in a webinar or whether it's a recording. So we've got to chunk it up in sales mail, and into aligning it to the sales motions, and aligning to key messaging that sales can pick from and put into their game plan and start to execute.
Russell Wurth: And then by midweek we start looking at the one on one conversations that sales managers have. Let's look at the game tape. Let's see, how did those content shares work? Did we get the customer to open them up, to engage, to share with other contacts? How did those meetings go? Can we watch the recordings and see how the sales person delivered that message, handled objections, did discovery, shared key insights, and then backed it up with proof points and materials out of their sales mail and platform? That's kind of the narrative of how I see an average rep starting their day in their week with a platform like Showpad.
Jim Obermayer: Okay. It certainly brings the marketing department closer, other than being at a sales meeting once a week and talking about all of the good things that they're doing, and then they don't show up for another week. It really puts them into the sales person's business.
Jim Obermayer: We're going to have to take a break here for just a minute to hear from our sponsor. When we come back, let's talk a little bit about Showpad Coach and how these sales enablement systems can be used for coaching the salespeople, who you integrate with, and then what are the analytics behind this whole thing? And then we can maybe finish up with some pricing discussions and if we've got a little time, I'd like to get a case study in there too. So maybe we can make light of some of these questions very quickly and then get that case study in. Paul over to you, if we're ready. Are we ready? We're ready.
Paul Roberts: We're always ready to talk about topics like this, like Showpad. It's the complete sales enablement platform that aligns sales and marketing to drive revenue faster. With a single user experience, Showpad makes it easy to discover and share the right content, to deliver training and coaching and maximize seller productivity, to provide what we're all looking for, the best buyer experience.
Paul Roberts: If that's you, if that's what you're looking for, why not visit showpad.com and they'll show you how. Showpad.com.
Paul Roberts: And if you've ever wanted to create a podcast like we're doing here today for your company, your brand, then maybe you want to establish some thought leadership and show what you know and who you know, build your own personal brand. It's all doable right here through the Funnel Media channel, they make podcasting easy so you can be heard by tons of people. Separate yourself from the crowd, contact Funnel Media to bring your story to life. We make it easy and convenient and affordable. It's all there. Podcastsmadeeasy.com, check it out. Podcastsmadeeasy.com.
Paul Roberts: Back to Jim and his guest. And I have to ask one question as I'm listening to you guys talk here, are we ever going back to driving around in cars with your sample case or is that a dying art here, and we're going to do more and more tele sales and inside sales? What do you think?
Russell Wurth: You know, Paul, that's a great question. And I do think we're going to go back to some degree to face to face sales. That's not going to go away. People still like working with people and there's a degree of trust you can still build a person that you can't quite build over virtual conference. But I do think those dynamics change. This has really forced digital transformation.
Russell Wurth: And Jim, you've talked about these buzzwords all along, but we've talked about digital transformation the past couple of years. We're now living it. The world isn't going to be the same there, but what I think we're going to see, and one of the things I've encouraged with Showpad is just rethinking that time in front of the laptop. I try to develop a lot of sales training that can be consumed through your smartphone, through your tablet. So I urge the reps to get away from your laptop, break away, go to the front porch, back porch, get comfortable before you need to consume some information.
Russell Wurth: And I think the sales motion could go the same way. You could easily make the case that some customers, let's say, can't get into a hospital anymore because it's locked down, but they still need to sell medical devices. Well, how do you get that information in there? Could you ship them a tablet that has all your content on it already structured that the customer can bring you up on a web conference, they can guide through the content, and you can get engaged that way virtually? So I think we're going to start seeing some unique ways to engage with some prospects and buyers that now some limitations are going to prevent some of those meetings we've traditionally taken for granted.
Jim Obermayer: Frankly, I was surprised to see only 45.5% of the salespeople out of this 5.2 million are inside and 52% were still outside. I kind of questioned those numbers, but we've been speaking with Russell Wurth today. He's the Vice President of Operations of Sales Enablement over at Showpad, and we've been talking about how sellers accel more as remote salespeople. And I've asked Russell to come back from the break to talk about how Showpad and sales enablement can help salespeople have the content at their fingers, the right messages at their fingers, the proof statements at their fingers. Not just literature, that's nonsense. So we're talking about real sales enablement tools and scripting. What about Showpad as a coach and the integrations? Let's start with a coach. How does a sales enablement program help in coaching, onboarding and coaching salespeople, Russell?
Russell Wurth: One thing I like to draw analogies to in terms of when we talk about coaching and enablement is golf. It's something a lot of salespeople know, especially those people that are out there, outside sales. Many of them are at events and doing golfing. But when you think about how we best learn, we can pick up a book just like a golf book and learn about some of the rules and principles. We can pick up a club and hit the driving range, practice on our own. But until you have somebody watching you and seeing what you're doing, as an example of [inaudible 00:16:52] and then say, "You know what, let's take a look at that swing. Let's take a look at how your wrists are twisting as you're going through in the driving range, but even more importantly in the game."
Russell Wurth: That's where Coach comes in play. And we're trying to take those same principles at Showpad, which is we can give people information to try on their own, read the content, take the e-learning, but until they practice on their own as a first stage and then have a manager review that practice at a second stage, you're really not getting proper enablement. You're not getting proper coaching and training of your sales person to really understand objection handling, messaging and positioning.
Russell Wurth: And taking it a step further, what if we could take that to live customer calls, recording those calls that then the manager and the rep can review and say, "We saw what you did in practice and we saw what you did in the live game." Here's how we can constantly improve the skills of that seller. So the more we [inaudible 00:17:41] to that digital over the web selling motion that we can record those conversations and see if that's even better. The only time we can do that with traditional outside sales face-to-face, B2B, is when the manager goes along. But oftentimes when the manager is in a ride along for those sale opportunities, they're probably spending 20% of their time coaching the rep, 80% of their time actively selling and trying to get that deal closed. So this whole digital transformation with Coach is helping sales managers be better managers, improve the game of their sales team.
Jim Obermayer: Okay. That certainly makes a lot of sense. Now you mentioned earlier to me offline, Showpad integrates with CRM systems and as I look at your website, I see everything from Marketo integration and email integration and content editing and sales enablement, social selling, screen sharing, et cetera. So this program really is integrated with all of those systems. How many salespeople do you think are on this platform worldwide?
Russell Wurth: Yeah, we don't disclose numbers of our total users. We have over 1,200 customers total and we primarily serve large enterprise and mid-market, so we have a significant number of sellers on the platform. And one thing that helps our customers with their sales teams, whether they're managing 50 sales people inside sales, outside sales, or they're getting up to the thousands, it's that integration into a CRM. Some of my best friends that I work with in my past were people in field operations, because there are ones with all those numbers and metrics that are looking at pipeline, they're looking at forecasts, they're looking at revenue and saying, "What do we do to improve this?" We can assess it all the way along and look at some gaps of conversion, we look at some of the gaps in performance and try to tie it to tenure.
Russell Wurth: But what if we could tie some of that information in your CRM into sale activity? How many meetings are they having? How many people were in those meetings? What kind of content is shared in those meetings? How much and how quality, how are customers consuming that content? What's interesting is our CRM integration, digital elders call it Salesforce, that you get those dashboards for the sales operations leader that's sharing it with the head of sales, CRO, and the head of finance that's trying to look at performance. So now they get a complete view to see, I get my picture now of pipeline and forecast and revenue, but I want the picture of what's going to happen next quarter? What kind of activity are we doing right now that's going to result in better pipeline and forecast and revenue for the next quarter?
Jim Obermayer: I noticed that you've got content analytics for marketing, you've got prospects insight for sales, which helps user analytics for sales leadership. What does all this cost for a company? Is there a set up fee, is there ever a longterm contract? What's the per seat cost approximately? We know you can't give everything. Everybody's a little bit different, but give us an idea of the cost. Is this pocket change or is this a big capital improvement project?
Russell Wurth: We're definitely not a big capital improvement project. Our general target can be anywhere from 30 to $60 per user per month with lots of flexibility there depending on the number of licenses, your term, and what kind of features you're looking to add on.
Russell Wurth: The great thing about Showpad is we're targeting metrics that matter, metrics that can prove the return on investment. All too often you've got a lot of niche solutions that do a very small thing that you can't attribute to a change in performance, a change in revenue, so you're really guessing there with a lot of those investments. Like I said about Showpad because we demonstrate that value and demonstrate that return on investment that companies are getting.
Russell Wurth: And of course we do provide services. It's not necessary because a lot of customers, they can get started with this platform in as little as four weeks, but we typically see about six to eight weeks for larger enterprises and we provide some of those consulting services to help them get started quickly, especially if they've got a sales kickoff or a large product launch coming or maybe they've just gone through some mergers and acquisitions. There's a lot of different things we can do to get people time to market quickly, time to value quickly.
Jim Obermayer: Makes sense. We can't get the case study today, we just don't have time. Would you mind coming back in a couple of weeks and giving us a couple of case studies because we have not interviewed, believe it or not in all the people we've interviewed on the show, we have not interviewed a sales enablement company. Some people that do some sales enablement, but not having a full platform and I'd like to hear some case studies if you don't mind coming back, if you've got some time to do that. Is that of interest to you?
Russell Wurth: Absolutely, of interest and certainly we'll talk offline. Perhaps I can try to convince one of our customers to join.
Jim Obermayer: That'd be great. Let's talk about how you solved problems for them using this kind of sales enablement platform. Now how would someone reach you, Russell?
Russell Wurth: Best way to find me is on LinkedIn. I'm out there, I'm really engaged in the community of sales and marketing professionals, so really get excited meeting new people, talking about some of the challenges they have. So very easy to find on LinkedIn, RussellWurth@Showpad.
Jim Obermayer: Excellent. Thank you very much. Russell Wurth, Vice President of Sales Enablement over at Showpad. Paul, over to you. We've got Funnel Radio coming up and talking about the frequency for podcasts, sales pipeline, Matt Heinz doing that. And then we've got Asher, Sales Sense, Online Sales Training Requires Seven Trainers Skills. We've got a lot coming up in the next two hours. Paul, over to you.
Paul Roberts: Thank you. You've been listening to another example of SLMA Radio brought to you by the Sales Lead Management Association here on the Funnel Radio Network for at work listeners like you, or maybe at home listeners.