Episode 6 - Carole Mahoney on the Role of Sales Managers and Buyer First Selling

From Single Mom and Struggling Waitress to Sales Trainer & Author - Carole Mahoney on Industrial Growth Institute Episode 6

Summary

In this episode, Ed Marsh interviews Carol Mahoney, a sales trainer and coach, about her journey through personal and business frustrations, the critical role of B2B Sales Managers, and the importance of mindset in sales success.

 

Carol shares her personal background growing up in a family of entrepreneurs and her initial belief that marketing would eliminate the need for sales. However, after facing challenges in her own business, she realized the importance of sales and the need to change her mindset.

 

Carol digs deep into evolving B2B Sales:

• emphasizing the need to challenge buyers' thinking and build trust by asking tough questions
• coexistence of sales and marketing and the importance of aligning the sales process with the buyer's journey
• the launch of her book and the buzz surrounding it
• importance of relevance to different audiences
• need for salespeople to understand the current state of sales and the importance of collaborative selling
• impact of technology on the buyer experience and how it can be used to enhance or hinder the sales process
• insights on selling to buying teams and managing change
• importance of sales managers in driving behavioral change and supporting their teams
• role of coaching and role-playing in sales training and the ideal span of control for sales managers
• involvement in sales communities and her mission to increase the representation of women in sales
• origin of her company, Unbound Growth
• final advice for sales professionals.
   

Takeaways

• The transition from marketing to sales requires a mindset shift and a willingness to challenge buyers' thinking.
• Self-limiting beliefs, such as the need for approval, can hinder sales success. It is important to replace these beliefs with positive and empowering ones.
• Sales and marketing should collaborate and align their efforts to effectively engage buyers throughout the buying journey.
• Key performance indicators (KPIs) for industrial companies include click-through rates, sales-qualified leads, velocity in the sales pipeline, average order rates, and involvement of key stakeholders in deals.
• Sales enablement content should address buyers' concerns and objections to lower the likelihood of no decision due to fear of making the wrong decision. Sales managers play a crucial role in driving behavioral change and supporting their teams.
• Coaching and role-playing are essential for effective sales training.
• Sales communities provide valuable opportunities for collaboration and learning.
• Increasing the representation of women in sales can lead to diverse perspectives and improved outcomes.
• Continuous learning and personal development are key to success in sales.

Check out Carole's website - https://www.unboundgrowth.com/

LinkedIn: Carole Mahoney & Ed Marsh

Twitter: Carole Mahoney & Ed Marsh

Instagram: Carole Mahoney & Ed Marsh

YouTube: Carole Mahoney & Ed Marsh

Show Transcript 

Learn about Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth

#InboundMarketingAgency #ManufacturingMarketing #IndustrialMarketing #B2BSales #RickRoberge #CaroleMahoney #UnboundGrowth #SalesCoaching #SalesRolePlaying

Chapters

00:00 Introduction and Background

01:08 Early Entrepreneurial Spirit

03:21 Impact of the 2007 Financial Crisis

04:30 Struggles with Sales Training

05:23 Challenges with Closing Deals

06:25 The Need for Mindset Change

07:11 Replacing Self-Limiting Beliefs

08:07 The Importance of Mindset in Sales

09:45 The Need for Tough Questions

10:37 The Impact of Negative Sales Mindsets

11:58 The Influence of Leadership Mindsets

12:19 The Importance of Buyer Perspective

13:31 Replacing Self-Limiting Beliefs

15:10 The Role of Sales and Marketing

18:29 Putting Buyers First

20:21 Aligning Sales Process with Buying Journey

21:33 Contrasting Sales and Marketing

22:11 The Importance of Sales in Revenue Growth

24:15 Key KPIs for Industrial Companies

27:16 Translating Buyer Decisions in Sales

28:09 Importance of Sales Enablement Content

28:51 Launch of Carol's Book

28:55 Book Launch and Buzz

30:02 Relevance to Different Audiences

31:16 Sales Savviness and Understanding

33:05 Title and Purpose of the Book

33:59From Doing to Collaborating

36:11 Consultative Sales and Asking Questions

39:20 Technology and the Buyer Experience

45:14 Buying Teams and Change Management

50:36 Personal Interests and Growth

55:00 What Makes Carole Tick

56:30 Pink Floyd and Music

57:52 Carole's Background in Music and Sales

59:06 The Importance of Sales Managers

01:00:08 Coaching and Role-Playing in Sales

01:02:09 The Ideal Span of Control for Sales Managers

01:07:21 The Importance of Sales Communities

01:11:18 Women in Sales

01:16:01 The Origin of Unbound Growth

01:18:45 Recommended Resources for Learning about Sales

01:23:19 Carole's Concerns about Climate Change

01:25:04 How to Connect with Carole

01:26:00 Final Advice