Podcast with Top Bricetti

“Live your truth in the world of sales” says Tom Briccetti, sales coach and founder of Sales Team Go. Want to know how to build a framework to help you scale?Tom lays out in this episode his process to scaling a business by using tried and tested methods, principles, but most importantly, mindset. Tom also explains how knowing your customers, understanding their needs and wishes is the minimum for building a sales process that is reflective of the customers’ journeys. Additionally, Tom shares some thoughts about which technology can help support and enable these objectives.Listen to this episode to find out more about setting up a sales process and scaling a business!

Transcription:

Hello, and welcome to the frontline Sales and Marketing Podcast. We aim to provide entrepreneurs and enterprise leaders with the three T’s the tools, the tips and techniques that help improve sales and marketing knowledge for better results. My name is Avon, Collis, I am a CRM and marketing automation guy. And if I’m here to welcome Tom resetti, founder of sales team go in the USA. Tom created sales team go to help early stage b2b startups and SMBs set up the sales process and framework they need to scale. He’s also a solo backpacker. And he’s living his truth by ditching the corporate ladder and working with founders and trying to hit their next inflection point. So welcome, Tom. How are you?

1:07
Man? Thanks for having me on. Yeah, I’m doing all right.

1:10
Fantastic. Yeah. So I solo backpacking nets. Where did you go? What did you do?

1:16
Oh, wow, I did a lot and I went a lot of places. But yeah, I’ve done three different trips actually, across Europe, Asia and South America, about almost a year combined between the three trips.

1:27
So backpacking, I’m thinking is that on foot or you on a scooter or you any means most necessary?

1:33
Every means scooter? motorcycle, I have my own took took in Sri Lanka for a month. You know, planes, trains, and automobiles, camels, whatever, you name it.

1:42
So I guess yeah, how could they like the rest of us at the moment? Not?

1:46
Yeah, pretty much. But, you know, just can’t wait to get back out there. So you know, bringing in more adventures?

1:53
I can imagine. Yeah. So, um, let’s get into it. So what are some of the essential first steps to building a framework to scale with?

2:03
Yeah, well, for one, you know, just kind of on a high level, you really want to figure it out yourself, before bringing someone else on and hope they have to figure it out. I mean, if you’re a founder, you need to, you know, know how to bring business into and through the funnel yourself, you know, you don’t necessarily have to have everything figured out. But you know, you have to know how to talk to your clients, you have to know what questions they’re gonna ask and what value they care about, what are typical objections that they might bring up. And then, you know, once you start getting a handle of that, and start bringing new, new, you know, conversations, at least into the top of funnel, you know, then you want to surround people, surround yourself with people that have the tools you don’t have, if you do it the other way around, you know, if you’re just like, okay, all I need is more meetings, and I don’t know how to get meaning myself, but I’m just gonna hire somebody else to do it. Okay, let me go find some lead agency to put their you know, plug and play system in place. It’s, it’s, that’s not necessarily gonna be a winning formula, that that’s putting a high bar on them, if you couldn’t figure it out, asking somebody else that knows nothing about your business figure out, it’s gonna be, it’s gonna be a challenge. Yeah, another thing you want to do.

3:15
So if you don’t have runs on the board, you don’t have a business.

3:18
Yeah, I mean, you gotta, you got to have some wins, and you got to know, at least you got to at least know your customer. Before you can start scaling anything, if you’re not really sure about your positioning and messaging, you know, it’s gonna be really hard to scale. And then you know, the thing just about data, you really want to have, you want to, it’s worth it to spend time, a little bit here and there, making sure your data is kept clean, you know, having a pretty neat CRM, even if it’s pretty limited, you don’t have to have like 500 data points in every person, but you will regret it. If you are spending time, a little bit here and there, just throughout the process. It’s like cleaning your room, you know, if you don’t clean your room for six months, it’s gonna get really dirty, it’s gonna be incredibly difficult to clean it up. But if you just do it a little bit every day, it’s gonna, you know, you’re going to be happy about that.

4:10
I think people seriously underestimate their propensity to forget things. It’s like 100%, you’re busy, you’re flat out, you’re hot in the moment, and you’re like, yep, I’ll remember that. And then three, three weeks, four weeks, 10 customers later, it’s gone.

4:25
I don’t remember anything without my CRM and reminders and calendar event, you know, find the system that works for you. Obviously, CRMs have tasks and reminders that can, you know, ping you when it’s time to do something, but like you just said, it’s hard. You’ve got sometimes 10s hundreds, maybe even 1000s of that, that would be a pretty big bug, but just so many people to remember, don’t get yourself like use the tools harness the power of the tools that are out there.

4:53
Absolutely.

4:56
And then, kind of the last bit is let the process follow. You know, the tools that you want to bring in and the process that you implement, let that follow real life as opposed to the other way around. Don’t try to implement a process with certain tools and, you know, following a certain blog or something, if it doesn’t fit your customer journey, ultimately, your sales process should not just be reflective of your sales process, but it should be reflective of the customer’s journey. What are the milestones that the customer goes through? What are the touch points that they, you know, incur? What what are the what’s their decision making process, mirror your sales process to that put yourself in your customers shoes. And that’s going to be a smart strategy overall. And the last thing is just document, document, document document, when it’s time to bring on that first hire, they’re going to be set up for success much more, if you’ve got a playbook to hand them. Even if it’s not completely comprehensive document, write it down, write down your ICP, write down the persona, write down the tools, you know, just put it on paper. And then you know, you can even hand ownership of that, you know, series of documents over to that new hire and say, as you start executing, update this, like you own this, now,

6:18
I am given that responsibility. I have two mantras in that space, I believe in building the parachute on the way to the ground, scrappy to start with is great, you know, like a few dot points on a page is better than absolutely no guidance whatsoever. And, and like as you go like iterate, iterate, evolve, and, and you know, just getting it done. So I guess the exactly what you’re saying like that. That’s I can totally relate. So you mentioned a few tech tools and like CRM, and, you know, having like the process, like some knowledge management elements to it, what are the tech tools that are critical in setting up a sales team?

7:02
Yeah, sure. So of course, it’s going to be I mean, a caveat, of course, it’s going to vary for every company, right? It’s going to be unique, depending on your marketing funnels, and you know, all sorts of things. But really baseline, think about how you’re going to manage your funnel, right? So you’re going to need to build some sort of lead list, right? So you’re going to need it probably at least one or maybe even a few prospecting tools to you know, find your accounts and find your emails and find your phone numbers, whatever you’re looking for. There’s a whole lot of, there’s so many tools out there, you know, that can do that. And you might need a combination, but generally think about managing your entire funnel. So one, top of funnel, building your lead list. Another thing you’re going to want to be able to do is connect with those people, right? So outreach, there’s a million automation tools out there. And they all have pros and cons, the key is going to be mixing in personalization with that automation. But generally speaking, you want to build your lists, with certain set of tools, you want to reach out to those people with another set of tools. And then demand is the whole thing. And the glue that keeps it all together is like you mentioned the CRM, which you know, I think is very scary for a lot of people and overwhelming and kind of a daunting, like, Oh my god, CRM, but am I gonna have to pay some Salesforce developer $50,000 to build that out? It’s no, no, no, just keep it simple. Maintain a few key fields have a few, you know, simple pipeline stages. And one thing I’d recommend is above all else, is just keep good. categorize and segment your contacts contacts as you interact with them. So while you’re on a call with somebody, or while you’re reaching back out to them via email, and you know, you’ve got your Gmail plugin, and that HubSpot sidebar pops up with their information. You know, have a field notes what industry they’re in, have a field notes, you know, maybe how big their company is, or their location or whatever few fields are going to be really valuable to your business doesn’t have to be 50 different data points, you get a few in there that are really important. And then up, keep that as you go, as opposed to waiting till the end when you know, it’s a complete mess.

9:13
Yeah, like, like we’re talking about with the, you know, trying to remember stuff as you go because it’s just not going to happen. I know that, you know, a lot of people confused by the pipeline, you’re talking about top, middle bottom. And, you know, the HubSpot have this thing called the sales flywheel which confuses and madness things even further. But there’s four basic parts, which is the awareness, interest, desire, and then action or decision action. And I think that, that that top of funnel, that marketing side, like you said, is getting the outreach. That middle part is, you know, actually gauging their interests and creating that desire and then getting them to take some level of action. Having that go into the CRM. Absolutely. You know, you mentioned like, you don’t need 50 grand to start off with a sales First implementation, that is a lot that is big. And that is on the presumption that, you know, you’re working with startups, that’s on a presumption, that’s an established business, they have established processes, and they know what works. I think, you know, I’m a big fan of build it as you go, because you’re gonna know what you need as it happens. And the more you document, the more you go, huh, people say that a lot, we should create a field for that bike. And depending on how good your sales process is, I’ve got a field for what coffee they drink. So like, because mine’s quite in depth, I spend a lot of time with the people getting to know them properly. You know, it’s not a, it’s not a high volume. So I really need to know the detail. So you know, you could put a field in there like, or even making notes like the dog, their dog broke its leg, follow up in two weeks time asking how the dogs going. So that human touch point creates that next step, or that next progression forward. So 100% agree.

10:58
And when you do go to build out your CRM, if you you know, beyond, you know, I’m a big believer of you know, starting for free, when you can HubSpot, it’s got an incredible amount of features on their free plan. But when you do go to that next level of really building out a more substantial, you know, system, when it realistically, if you’re going to hire somebody for that either consultant, or you know, if you want to go the up work route, or wherever it is, you know, make sure that you find someone that’s going to challenge you, because biggest symptom, you know, our problem that I think a lot of founders run into when they work with, you know, CRM and tech stack consultants, is that there, a lot of those consultants are really just task executioner’s. You know, they don’t necessarily, or they’re not necessarily programmed to think critically about your use case. And you know, to, you know, then they want to, they want to serve you, and they want to do a good job. So they there Yes, sir. And yes, ma’am. As opposed to saying, Wait, why? Why, sir? Why, ma’am? You know, like, why should I do it this way? I think it’s actually better this way. So if you’re interviewing people to build out your CRM, and they don’t ask you, they don’t challenge you at all. Go on to the next.

12:14
Well, absolutely. Like, anyone with real life experience that’s actually spoken to people, because people are the customers, you know, you said at the start, put the customer first, you know, everything centers around their journey and who they are. And if you can’t understand that, no, you get is caught up on the, on the technical execution, you missed the point, like, you know, someone like digital marketing is great, but we’ve had massive responses, just from sending out a handwritten card at a particular point in the journey, there’s a there’s an automation that triggers that. And, and then, you know, someone goes and writes a card manually. But understanding that, you know, not everything can be completely automated out, and that some touch points, some quirks, some annoying things are actually cherished and loved by people. So I yeah, 100% and great. So how can someone who doesn’t have a ton of training, get better at sales?

13:11
Sure, I mean, there’s a lot of ways, right? There’s the obvious ways books, podcast, YouTube, you know, there’s the classics out there, like thinking Grow Rich, and how to win friends and influence people. And then there’s, you know, a million in one newer books that are coming out every single day, tons of podcasts out there, right? If you’re listening to this one, chances are, you’re thinking about this sort of thing. I think one, one thing that might people might overlook is the the amount of value you can get out of connecting with people and telling them I’m not good at x, how do I be good at this? Yeah, and just getting you’re putting yourself out there. If you really, you know, a bold, go, go on LinkedIn and post it, you know, people love to, you know, help others. You know, I think that there is there there are just so many people out there, myself included, always trying to find ways to connect with people and create genuine connections and relationships. And if there’s ways to get value, like people are going to try so just be open about it. And the thing is a sales is that it’s always evolving. There’s always new methodologies and you know, Hot Tips and hot takes and, you know, there’s it’s always going to evolve. So it’s not like anybody’s got it all figured out. And everyone the people who really do have it figured out what that means is that they figured out they have to keep learning how to keep figuring it out. So you know, there’s obviously the Yeah, exactly. Say I mean, just obvious things like reading and listening, but just literally get yourself out there and be aware of what you’re not the best at, tell people about it. And you’re going to learn from them that directly they’re going to give you free coaching sessions. Obviously, there’s another level of actually, you know, going out and trying to find a coach or something, but

14:55
there’s that sort of like the backpack A skill set. So yeah, you know, go going around and go, look, I’ve got no idea how to get over to that place over there, or you know what’s good in the area. And you just go out and you make connections and you talk to people, and they’re like, oh, you’re actually interested in my area or my place, or, you know, there’s a bit of pride in that they can help someone. So yeah, that’s really Yeah,

15:20
I like to joke that I’m the I’m a master at International Sign Language. Not a real language. But, you know, you’d be surprised what you can figure out from people by gesturing?

15:33
Well, when we toured the US, we got a couple of little gold pins, you know, we didn’t even know we just kind of set up. Here’s some australiana there’s like some koalas and kangaroos and stuff. And we go away. And like people will be like, we give them one of these pins. That was like, just a nice little gesture, and then people saying, Come to our place for dinner, stay at our house, I’ll take you over here tomorrow. And over there the next day, like a small bit of reciprocity, a small bit of like that relationship building as a core skill, no matter what you do, it’s it’s valuable.

16:06
Yeah, you never know what’s going to connect you with somebody unless you put it out there. So you know, just be human, let your guard down, knee open about what you’re trying to build or create, what you’re trying to learn and ultimately harness the collective intelligence of the people around you know, that that you know, that the collective experiences and learnings that a group of people have is always going to Trump an individual’s, you know, knowledge base 100 times out of 100. So utilize that,

16:40
you know, given you, you might have all the knowledge of the world, but scientifically, you can only access 10% of it at any one time. So, you’re going to rely on that. Yep. Awesome. So, um, is there any other closing points for, for b2b startups that you wanted to share with us? Before we finish up today?

16:59
Oh, man, well, I think I think we hit a lot of good stuff. I mean, you know, at the end of the day, you really got to live your truth and live your truth in the world of sales. You know, if you’re questioning yourself, or you’re questioning the product, whether or not you’re a founder, or your rep at entry level, you know, something’s got to change whether or not it’s you or the product or the process, something is off, if you’re not 100% behind, it doesn’t necessarily mean you have to quit your job and go backpacking, you know, like I did, but it doesn’t necessarily mean that it just means that you got to put in the work to figure out how to connect those dots. Because if you’re not fully behind it, you’re going to, you’re not going to have the space to be genuine and authentic, and really bring empathy into the into the equation, because you’re going to be preoccupied with the fact that you’re not necessarily all in on whatever you’re talking about. So, you know, live your truth, figure out what you need to improve. There’s lots of people out there willing to do it. And then when it comes to actually, you know, building that framework to scale, do your best to get as far as you can wait as long as possible before, you know, hiring somebody if you’re still figuring it out. Because you’re if you’re the founder, how are you supposed to teach somebody how to do it? If you haven’t, you know, done it yourself?

18:26
well documented it Yeah.

18:27
Or documented it? Yeah.

18:28
Hey, too busy to show the next guy. So thank you very much, Tom. That was some really good stuff, and, and answering questions and sharing valuable info about sales and marketing for b2b startups, with our listeners and viewers. So please make sure you look up Tom resetti, on his LinkedIn, and the website Sales Team go.com. And as usual, we’ll put all the links in the social posts. Tom, did you have anything that you wanted to close out with any events or that sort of thing?

18:59
Sure, sure. I mean, nothing more specific than if you’ve made it this far. In this episode, please reach out. I’m trying to connect with everybody. I’m based in the US in New York. If you’re in Australia, if you’re in Europe, if you’re wherever, like let’s connect, I’m trying to grow my network with real connections. If you connect, I’m going to reach out to you and I will try to talk to you because if we can find ways to you know, learn about each other, we’re going to surprise each other on finding ways how to help each other. So I really mean if you’ve listened this far, hit me up. Let’s connect and you know, see what happens.