In this episode, Shawn Cook, a B2B sales veteran with over 20 years of experience, shares his insights on achieving success in the B2B sales world. He will discuss building relationships, developing a winning sales strategy, and closing deals. This is a must-listen for anyone who wants to take their B2B sales career to the next level.
The Inspiration Behind SMC Sales
Sterling: Let’s dive right in. What inspired you to start SMC Sales? I know you have a long history in sales and impressive positions. What drove you to start this company?
Sean: After 30-plus years in B2B sales, my passion for sales drove me to start SMC Sales. For me, closing a deal is anticlimactic; it’s about the journey and the strategy behind it. I’ve studied all aspects of sales psychology and methodology. In the last decade, I’ve worked with startups, helping them scale their sales organizations, especially in tech. Many of these companies achieved significant milestones, such as acquisitions and funding rounds. SMC Sales represents my dedication to making sales more repeatable, predictable, scalable, and profitable while ensuring a quality buyer experience.
Challenges Faced by B2B Sales Teams
Sterling: What are some of the biggest challenges B2B sales teams face today?
Sean: One of the biggest challenges is the shift in buyer behavior. Gartner predicts that 80% of B2B buying will happen digitally by next year. Buyers now have more control and access to information, often avoiding sellers. Millennial and Gen Z buyers, who are moving into executive roles, are used to self-serving and self-educating. Sales teams must adapt using data and conversation intelligence to stay relevant. Additionally, B2B now mirrors B2C’s expectations for personalized and quality experiences.
Offering Personalized Experience at Scale
Sterling: With technology rapidly changing, how can businesses offer a personalized experience at scale?
Sean: The key is to know your buyer deeply. Build an ideal customer profile (ICP) and understand the personas within it. Know what they care about, what they’re afraid of, and how they describe your service to peers. Accelerating trust is crucial. I’ve coined the term “Compelevant,” a combination of compelling and relevant. Competence means evoking interest and admiration in a powerfully irresistible way appropriate to current times and circumstances. Consistently applying this approach will help businesses stand out.
Differentiating in a Saturated Market
Sterling: How do companies differentiate themselves from the competition in a saturated economy?
Sean: People don’t care how much you know until they know how much you care. Demonstrate that you genuinely understand your prospect’s business. I use a framework called the “big four,” which assesses a company’s sales team based on thinking, being, doing, and feeling. This includes evaluating the level of relationship (vendor to trusted advisor) and the maturity of their sales process (no process to formal and dynamic process). Companies must have a structured, adaptive, and predictive process to succeed. Additionally, they need to define their ideal customers and understand their unique needs and challenges.
The Importance of Thoughtfulness in Sales
Sterling: That was awesome. Thank you for taking us through the sales church.
Eric: Oh, hey, I do feel like an evangelist sometimes. Can you feel it? I’m going to call you Pastor Sean. It’s all about being thoughtful in what you do. My word for this year is to be intentional. It’s not about just doing things but thinking through the process, anticipating challenges, and preparing in advance. When you go to a customer, having that level of preparedness builds trust quickly.
Building Trust: The Speed of Trust
Eric: There’s a book by Steven M.R. Covey, “The Speed of Trust,” which I highly recommend. The quote from the book that stands out to me is: “When trust is high, speed is fast and cost is low. But when trust is low, speed is slow, and the cost of doing business is high.” Trust accelerates everything. If we can accelerate trust, the cost of doing business will be low, and the speed will be high.
Sterling: That’s awesome. Trust is so important in the digital age. Customers can now do their own research and make informed decisions. How can businesses build trust using technology?
**Eric:** Sales today are multi-channel. It’s about TikTok, Instagram, YouTube videos, emails, eBooks—anything that teaches and is tailored to the audience. Storytelling is crucial because you don’t get much time to establish trust. A story can turn a stranger into a friend faster than anything else. You need to think about what stories your customers would care about.
Storytelling: The Key to Building Trust
Eric: Storytelling is one of the most important skills. It’s not just about selling but giving information that builds trust. Companies that are winning are those telling the best stories. Think about Nike and the NFL—they consistently tell compelling stories.
Sterling: What strategies can a small sales team use to maximize their efforts?
Eric: Even small sales teams should have a defined process. Thinking, “We’re too small for a process,” is a mistake. A defined process, even if informal and dynamic, is crucial. You need to capture the struggle and progress of your deals, from initial discovery to final engagement, measuring customer reactions to ensure they care about the right things.
Process and Consistency
Eric: Having a process means knowing what meetings you need, what outcomes you seek, and measuring customer reactions. It’s not just about your actions but understanding what the customer cares about. Stop selling and start facilitating buying processes. This approach makes success repeatable, predictable, scalable, and profitable.
Sterling: How do you reengage a prospect who has gone silent for six to eight months?
Eric: If a prospect goes dark, you didn’t peel back the onion enough in the first conversation. You need to understand the problem they’re trying to solve, what they’ve done so far, the implications of not solving it, and their vision of success. Remind them of what they said about these points when they go silent. It’s about reflecting their words and concerns back to them.
The Power of Verifiable Outcomes
In the world of B2B sales, involving multiple stakeholders is common. Sean emphasizes the importance of always connecting and ensuring consensus among all parties.
**Eric**: In a technical sale, 12 to 15 people could be involved. You have to connect and understand how the solution impacts everyone involved consistently. Always connecting (ABC) is crucial. This means confirming questions and reminding them of their words to maintain alignment and buy-in.
Email Strategies for Continued Engagement
Sean advises against ending emails with statements. Instead, he suggests using questions to keep the conversation going.
Eric: Never send an email with a statement like, “I look forward to our next steps.” Always end with questions like, “Did I get everything right in my summary?” This keeps the dialogue open and gives you a reason to follow up.
Tackling Pipe Dreams in Sales
Sean distinguishes between pipeline opportunities and “pipe dreams” — potential deals without clear next steps.
Eri: Opportunities without the next steps are pipe dreams. Define your sales process with specific meetings and verifiable outcomes. Setting recurring meetings with agendas helps avoid chasing prospects and ensures consistent follow-up.
Standing Out in Inbound Sales
When companies approach you for your services, it’s essential to differentiate yourself.
Eric: Custom proposals are key. Understand the event’s theme and goals and provide tailored content. A short, free session can showcase your value and create a lasting impression.
Balancing Multiple Roles
Sean shares his tips on managing time and staying productive as someone who wears many hats.
Eric: Start early when no one else is moving. Practice mindfulness and meditation to keep focused. Use your calendar effectively and plan personal and professional activities to maintain balance.
Advice for New Sales Professionals
Reflecting on his early career, Sean offers valuable advice for those starting in sales.
Eric: Focus is critical. Chunk your work into specific tasks and dedicate time to each. Whether it’s prospecting, emailing, or recording videos, repetitive tasks improve efficiency and skill. Additionally, listening to calls, both your own and those of top performers, can provide insights and strategies to enhance your sales technique.
