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

Industrial Growth Institute

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

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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