11 Steps to Building a Sales Team In 30 Days Without Risk

Nick Kozmin

Transcript

Alrighty guys. So in this video, we're going to be talking about the steps to building a sales team and a, the new age sales team. So the first thing is recruiting. So the old way was posting jobs on indeed and doing all these interviews and maybe using recruiters. And that was just a pain in the ass. I've done that for years. I hate doing that. It's takes so much time to NOI. You speak to so many people, and there's like one in a hundred who are maybe even decent. The new way is to use what's called a higher end video sales letter. And this is just a video that you produce takes a few minutes to do, and you host. So all the applicants can come watch that video and get primed before you even speak to them. In the next step of the recruiting process.

Now, the next thing is around the interview process. So before you'd have to do one on one interviews, again, that's a big pain in the ass, 30 minute minimum, maybe 20 minute minimum. If you did them over the phone, great. If you had to do them in person, that is just a nightmare. The new way is just to do or call these group webinar interviews. And this is where you host usually 20 to 50 people on these webinars. They run for about two hours. I call them online hiring fairs, and this will allow you to screen people really quickly, and you'll see the superstar sorta bubble to the top. So when everyone is in this social environment, you can kind of pick out the superstars and it's way more efficient than doing these freaking one-on-one interviews. Now, the next point might be a little counterintuitive and maybe a little bit against the grain, but reps actually pay you to work.

So the biggest problem with hiring sales reps is you don't know who's going to be good. You don't know who's who has the real intent to be really good, and you can bring somebody on and spend months with them, incubating them and ramping them and investing in them only to learn that they never really had the intent to be good anyway. And you just wasted a bunch of time and money, and that's not fun. Instead, what you do is you get the rep to put some skin in the game, get them to pay you to join. And this is great. I've been doing this. Some of the clients that I've been teaching this strategy to have been doing this, and the results are really strong. Not only do you liquidate the cost of recruiting, so the job ads cost money. You can liquidate that, but it also weeds out all the bad fits and people are here just kickers.

And the people who joined, they have skin in the game and they're really, really engaged because they invested. They're trying to get ramped up as fast as possible. So that's a new method that we use and it's working for others as well. Now, the next thing we want to talk about is remote. Only now I've done sales teams in the flesh. I've done door to door, I've done inside sales teams in like big bullpens and remote is way better. So not only do not have to worry about offices or leases or anything like that, but you can hire anyone in the world and they're not in the office. So you can, most of the time bring them in as contractors, which is a huge advantage. Not to mention the reps are more productive in their own quiet space. That's something that I needed to figure out on my own.

Could it really be that our remote sales team was more effective than inside? And we have this great culture and et cetera, et cetera. Yes. Now it takes the right type of rep, but the reps can focus and they can they actually produce much more than if they were in an inside sales environment. Now, the next point I want to talk about is using commission only for the reps and the managers. Now there's a lot of debate on this. I've been, you know, people have asked me, Oh, should we do a base? Should we do a salary? Should we do just commission? And I've been doing this for nine years and I tried everything. And the truth is that the commissions are the only way to motivate. So every time I've done big bases, I incentivize the wrong behavior and it never works out.

For example, let's say you give a rep a base when they're just starting to ramp. Well, you're actually incentivizing the rep to ramp slowly, where if you give them just straight commission and reward for getting the first deal, a bigger award, then they're really incentivized to learn fast. So I've been playing with the structures and I've been pulling these lovers for years, and I've concluded that the best structure is a commission structure. It doesn't matter what deal, what size deal it is. If it's really big and do draws and loan against the future commissions, et cetera. So commission only for the rep, but also for the managers, which is a huge breakthrough. If you set up the structure properly, the managers will just take it and run with it and they'll do the recruiting. They'll do the training, they'll do the onboarding and it'll be really, really effective, but you got to get the structure, right?

So the next point I want to talk about is onboarding. So in the old days, when I was doing this, I would do these bootcamps and I'd have to get 10 reps in a room and I've trained them for a couple of weeks. And we do like mock we call them script Wars and they'd run through this long script and they would ramp and it would take a lot of time. And I had to be present because I had to conduct this training. So all the training is recorded. And I only have to say at once really well once and the reps just go through that, we call it the ramping playbook, the ramping Bible, and they get ramped up within two weeks. And we don't even have to say anything to them. That's the beauty of it. So it's a huge efficiency gain because instead of me spending all this time, I just give them a video course.

And two weeks later, they're out producing sales, so huge gain there. So the next thing we want to talk about is promoting the best salespeople to management positions. Now there's a lot of debate on this as well. You know, the best salespeople don't necessarily make the best managers and you know what that's sometimes true. However, think about a sports team. Okay. So in every sports team, there's a team captain and there's like assistant captains, and these are typically the best players. So they're like the idols of the team. So they're not necessarily the coach, but there are, there is that idle role within the team where everyone will, everyone looks up to that person. Everyone follows. So with this structure, you want to define these idols or managers or team leads where they're still selling and they're the best reps. And they just pull everybody up.

And that is a really, really effective way to manage, instead of telling people what to do. You just lead by example, the manager just leads by example, and there's typically very little communication and things just trains run on time. Machine works really, really well. And so that's a strategy that we used inside our organization. We have multiple team leads and we usually promote the best rep to that team lead, where they can earn commissions on every one that they lead. And so that's a really interesting structure that has proven to be really effective. So the next point I want to discuss is the use of internal competition. This is huge. I learned this from door to door sales when I was 20 years old and I watched how the teams competed with each other within the organization. And Jeff Bezos does this too. He has little teams of eight and they compete against each other.

And the funny thing is when the environment is more competitive inside the organization than outside the external competition, doesn't matter. Okay. Like you're not competing against anybody else. You're competing against the team within the organization. And if that's harder, then you're going to just wipe the floor with your competitors outside the organization. So we want to set up that internal competition. We have little teams and they compete against each other. There's a hierarchy and there's ranking. And that allows for some healthy competition within the organization. And that just jacks up the efficiency of the whole thing when you get past 10 reps. Alrighty. So the next point is to be end to end focus. Now, what does that mean? So there's a methodology out there. That spouts there should be appointment setters and then there's closers and they kind of separate the roles, the SDR, the RR, or the account executive.

And that method works. Like I said, I tried all these methods that does work okay. But there is a better method and that is end to end. That means that the closer chem prospect and the prospect are can close. It's like a full stack salesperson. And that is so much more effective than breaking up the roles. I always thought about it like this, LeBron James can do three 60 dunks, but he also knows how to dribble the ball. Okay. So if a closer's unwilling to prospect, that's like LeBron saying, you know what? I don't want to dribble the ball. You'll be able to determine who's a good salesperson. Who's not if it's end to end focused. Okay. And this is super empowering because a rep can make as much as they want. They just need to put in those prospecting hours and then learn the closing process.

All right. The next point I want to talk about is supplementing your sales team with paid advertising. Now, this is what a lot of businesses don't understand. They think it's just, you know, inbound or outbound, right? So inbound like advertising and content marketing, all that stuff leading to an inside sales team, or it's just outbound only to a sales team. Now that's not how it works. The best results come from combining the sources. So you have an outbound end to end focused sales team that can be profitable on its own, which is the because there's commission only end to end. There's literally no risk to having a massive sales team, but then you want to layer on inbound traffic and dumping money on like ad ad networks like Facebook or Google or LinkedIn. You want to just rain down on the sales team and that jacks up the production of the sales team.

And it also jacks up the efficiency of the advertising. So if your salespeople know how to be prospecting warriors, and then you sprinkle in some layups with some advertising, the efficiency of those campaigns is insane. Okay? So it's not about fancy media buying. It's not about Facebook pixels and all this, you know, that's, that's, child's play stuff. The real benefit comes from combining the inbound messaging with a crazy, crazy effective hungry sales team. And that's how you get that four to five X ROI in 30 days. All right. So in this point, we're going to be talking about the training material creation and updating for your sales reps. So the old way was someone from upper management would make the material, the training material. Maybe it gets updated once a month. Maybe it gets updated once a year. Once a quarter, the new way is to update the training material every day, sometimes three or four times a day.

And you're using live feedback from your whole team to update the training. What this does is allows your training to be right, and it adapts to the market. So if there's a new objection that comes up on at 12:00 PM, guess what? It's in the training at 1:00 PM. So the other reps can learn that objection, learn that event and learn from it. Okay. And that's how you can get this machine to be super, super effective if you're constantly updating it. And we call it rapid updating of the sales training, right. Pretty creative name. I know, but it works really, really well and allows your reps to get, so they're never going to find things they haven't heard about. Okay. They're never going to be surprised because it's already in the training. Those are a few steps that I've used to build. A, we have a 38 person remote sales team, and it is just on fire and is growing. And we are teaching people how to use this strategy. Hopefully you found some value in this video, but if you want to learn more about exactly, I showed you what to do, but how to do it. There's a lot, there's, you know, there's a lot of steps you gotta go through. So I'm interested in learning how to do it, or you want some help doing this for yourself. Then click the link, talk to someone on our team and well, yeah,

 

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