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The most successful sellers and the most
successful companies. They treat pipeline generation or

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PG that I'll call it for the
remainder of this as a process, not

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an event, and the most successful
sellers commit to it through preparation and execution.

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You're listening to the Audible Ready Podcast, the show that helps you and

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your teams sell more faster. We'll
feature sales leaders sharing their best insights on

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how to create a sales engine that
helps you fuel repeatable revenue growth. Presented

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by the team at Force Management,
a leader in B to B sales effectiveness.

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Let's get started. Hello and welcome
to the Audible Ready Sales Podcast.

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I'm Rachel klap Miller. Joining me
today is our own John Kaplan. Hi

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John, I like that Rachel.
For our listeners. We started this and

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Rachel wasn't happy with her opening because
she didn't she didn't bring that passion,

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conviction and enthusiasm. And you just
killed it, Rachel, you just killed

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it. Thanks for redoing that.
You sound great. Good to be with

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you today. Yes, I am
excited about this conversation despite the first stake

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that all of you won't here,
but because today we are talking about consistency,

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and you know, in sales and
being a great seller, we talk

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a lot about the fundamentals of selling, and so often a lot of those

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don't mean anything if you don't do
them consistently. It's a great critical component

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of great selling, John, I
know that's a topic you also speak about

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a lot. Yeah. Well,
I think I did a post and you

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could just put that in the show
notes where I analyzed this quote that I

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heard from Denzel Washington and one of
my favorite actors, and I heard him

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say this that the Academy Awards.
Without commitment, you'll never start, but

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more importantly, without consistency, you'll
never finish. And I just love that

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quote because it's we're going to build
off that today on this podcast. But

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what I found is that the most
successful people in life definitely start more than

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others. They start more than others, but most importantly, they finish.

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And the gap between the two is
the juice here in this conversation, it's

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consistency. So it's a great topic
and I'm looking forward to discussing with you.

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Yes, today, we're going to
talk about five things we need to

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commit to. We need to be
consistent about them if we have a quota

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to make. And so let's start
with the big one, pipeline generation.

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Yeah, I mean that's a great
place to start because you know, consistency

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in about pipeline generation. It's all
about consistency. You have to make it

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part of your routine and you can't
let it get away from you. Meaning

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so, for me, the most
successful sellers and you hear me say that

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a lot, I'm not saying that. If you're listening, you're not one

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of the most successful sellers, but
I'm trying to create a benchmark for you.

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So when I say the most successful
sellers and the most successful companies,

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they treat pipeline generation or PG that
I'll call it for the remainder of this

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as a process, not an event, and the most successful sellers commit to

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it through preparation and execution. Let
me talk about it further. So you

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got to block out specific time for
PG without distractions. And I'm not going

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to try to name what distractions are
because they're different for everybody else. I've

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seen people since COVID. You know, they can have a dog barking,

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they can have babies crying, they
can have all kinds of stuff going on

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in the background. And they're not
distracted. But you know what your distractors

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are. So when I say that, do it without distractions, whatever those

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are for you. And then Rachel
and PG preparation is the key. And

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what I found Rachel is, you
know, artificial intelligence is for me,

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it's a tremendous value. It's a
tremendous value today. And my own preparation

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what used to take me hours now
takes me minutes to pair for sales calls.

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And I personally just because it's part
of the you know three sixty five

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Office three sixty five that I use. I use Copilot and you know it's

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built right into the platform for us, and so there's no excuse not to

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understand who you're calling on what they
may be experiencing in terms of industry or

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their company or departmental struggles. And
you know, when I was starting at

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it out as a seller back in
the day was Xerox, I was told

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don't ask people questions that you could
have gotten the answer from somewhere else.

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Another thing that they told me is
if it's been in print, you should

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know that your customers expect that you
would have read it. And today with

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artificial intelligence and the way that we
can gather information and get access to information

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that's even more of a reality today. Last thing on this pipeline generation,

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Rachel is like, I call it
a call sheet. And the wonderful people

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that text systems back in the day, they had this in Mike McSally,

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you know, they had these things
called call sheets and these were all the

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you know, they do unbelievable PG
every day, one of the greatest PG

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machines I've ever seen. And these
people wake up in the morning, they

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say, and they did it the
night before, So they have a list

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of all the companies that they're going
to call on that day the next day,

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Who am I targeting? And what
are my three p's for that conversation?

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And that's you know, for me, it's purpose. What's the purpose

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of my call process? You know, what am I going to ask this

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person to do and payoff? What's
in it for that person? Why is

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it a benefit for them to speak
with me? So, you know,

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a purposeful call sheet with the three
p's of targeting your people. And what

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I'd do is I'd role play these
a little bit and I'd say, Okay,

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I'm going to pick up the phone
and call this CIO today and these

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are my three piece like the most
elite sellers I've ever seen, and they

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grab other people and I don't care
if you're remote. Pick up the phone,

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spend five minutes and go over your
call sheets with your partners and you

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know, with your peers, and
say these are three p's that I want

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to use for this, you know, economic buyer, for this champion.

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Give me some feedback and that's legit, Rachel. So for me, consistency

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around these things for pipeline generation is
critical. Yeah, making it part of

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your routine. And this next one
area also helps with pipeline generation if you're

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consistent with it. And that's building
relationships really good. And when I think

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about relationships, they really come into
parts for me building relationships and nurturing or

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maintaining relationships. And as I think
we can all attest to the base.

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For me, the best relationships over
time are those that you nurture when you

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don't need something. We all know
how it feels to be contacted by a

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supposed friend. I'm doing air quotes
here by a supposed friend who only calls

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when they need something. We all
have friends like this or quotes air quotes

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friends. It's it's a universal feeling
around the world. We also understand how

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it feels when people reach out to
us to just let us know that they

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were thinking about us, or that
they have some information that made them think

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about us. And so for me, this isn't rocket science and it's as

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old as dirt. As a species, we as humans were designed to be

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social beings, So this should always
work in your favor, unless you get

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sloppy. You know, many times
I make a weekly list of people that

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I want to reach out to,
not because I need something in the moment,

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but because I feel like we can
add value to one another regarding some

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topic or regarding some situation, or
I just haven't talked to them in a

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while and I wanted to let them
know that I care about them. And

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you can translate that into business very
well, because this transcends business relationships.

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Building and maintaining and nurturing relationships is
really being human. So I think it's

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a great topic, and being consistent
around that is what we're talking about today.

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So let's shift out to actual sales
execution, something I know that is

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difficult to do but critically important,
and that's being consistent in discovery. Yeah,

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it's it's really good, Rachel.
You know, John McMahon and I

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do the Revenue Builders podcast and we've
been doing it for I don't know,

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Rach, it's been a couple of
years now, just about two okay,

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two years. And when we ask
our guests all the time, you know,

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where do you feel like, what's
the most important part of the sales

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process and where do you feel like
people struggle with? Have you have one

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hundred percent of time? But always
it's not closing, it's not negotiation,

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it's discovery. And I really really
like that because it comes to light in

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so many different ways. But when
we're talking about consistency, it's about holding

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yourself accountable to doing enough discovery,
staying consistent, and staying in discovery long

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enough in order to get the right
information to move your deal forward. And

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so let's talk about what does KAPA
mean by like staying long enough. And

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I want you to think about one
of my favorite scenes in the movie.

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It's from the movie Brave Heart.
And if you remember that movie, it's

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about William Wallace and it's played by
mel Gibson. And in this one scene,

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what I really love is that he's
yelling to his men in this one

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scene and the opposing army is coming
towards his men, the British army is

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coming towards his men, and he's
yelling hold hold. And many of you

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have heard me do this live and
some presentations, and I really get a

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kick out of it. But if
you go watch that scene, you just

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google it like Brave Heart Hold,
and there's memes about it and gifts about

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it. It's pretty cool. But
you can feel the tension as the horses

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kind of draw near, you know, all the while William Wallace is shouting

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hold, hold, hold, and
he didn't want his men to raise their

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spears too soon because in doing so, that would have given away their strategy.

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And so what does that mean for
us today? So you know,

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Rachel, I think about like holding
means to fully execute your discovery before you

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try to sell somebody something. And
you and I have discussed this a lot

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where we talk about kind of an
outside in mentality. First, make it

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all about the customer before you earn
the right to make it all about you.

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And I also like to think about
discovery. It's simple for me.

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I think about like three buckets that
have to be filled up. So I

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got to fill up these three buckets
of information about the customer before I can

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make it all about me. And
then there's three buckets that I have to

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I have to fill up to make
it relevant, to make myself relevant.

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So let's talk about first three buckets
I'm gathering in discovery, it's what we

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call positive business outcomes, require capabilities
or the decision criteria, which should be

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heavily favored, you know for you
by influencing your differentiation into that decision criteria.

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And the third bucket is metrics.
How are they going to measure success?

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And is that favorable for you?
So my responsibility hold hold. I

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can hear this in my head when
I'm on a sales call. I want

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to talk about let me tell you
how we do that, let me tell

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you how we do it differently or
better, let me tell you where we've

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done it before. I want to
talk about that, But I can't effectively

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do that until I fill up those
three buckets. So that's what hold means.

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Hold means go outside in be very
very consistent in the way that you

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make it all about the customer.
First, in discovery, you hear what

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their problems are, you understand what
your relevance to those problems are. You

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formulate your value proposition, and then
you deliver it. That is being consistent

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around that, You're going to crush
it. Yes, And you know when

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you are are consistent in your discovery
and you really execute the art of discovery

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practice hold all of those things.
It gets you the information you need to

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be a great qualifier. And that's
our next area for consistency, being consistent

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when it comes to qualification. Yeah. So yeah, for me, this

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is a really really powerful one and
I've seen it, like you know,

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you know my background, Rachel,
I come from a company back in the

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day at PTC. They went forty
three straight quarters over ten years of never

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missing their number to Wall Street.
They went from zero to a billion dollars

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in less than ten years, and
the stock split five times in seven years.

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Okay, so that's the PTC story. But why do I mention it

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Because for us it was all about
qualification. It was all about qualification in

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every aspect of sales execution. And
we qualified early and often. And you

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know, the most outstanding qualification criteria
on the planet is medic or medpick or

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variation of that, and I'm getting
a little frustrated now people are putting,

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hey, let me tell you my
version of medica or medpick or whatever.

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You I was okay, I'm okay
with the p being added because you know,

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I think people really they do all
the hard work and then they mess

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up on the paper process. I'm
okay, but you know, Medicus,

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but I hate you know, we
got all kinds of things that are added

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for people just trying to be different, and that's a little frustrating to me.

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But that original criteria is still the
best on the planet. And for

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me, those who are committed to
qualification, they don't cut corners. And

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it's not about checking a box.
It's you know, it's about a qualified

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answer with evidence to the questions of
Medica or medpick. And so, sales

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leaders, if you're listening to this, use the qualification criteria to help reps

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get unstuck on deals. Be consistent
around this. Don't use medic as a

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compliance tool. Use it to build
confidence and conviction, help people get unstuck.

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And being consistent around that is really
critical. Yes, so our fifth

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area of consistency, and this one
can hit all the rest of them that

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we've talked about and that's consistently avoiding
excuses. Yeah, he get me all

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fired up here because you've heard me
say it. You know. It's a

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mantra that I learned at PETC.
I think it actually came from John McMahon

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on a forecast one day when we
were not giving the answers that you know,

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we should have been giving and certainly
that he was looking for. I

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think he said on the call,
we used to have these big forecast calls.

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They were brutal, Rachel, They're
just tough. They're tough, and

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I think one day he announced,
Hey, the excuse department is closed,

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and so it really made us all
think about, you know, what kind

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of answers that we were giving on
the on the forecast, And really McMahon

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what he was doing was he was
like, hey, you know, have

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some pride in what you do,
like, don't make excuses. It's okay

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not to know, but it's not
okay not to be doing anything about it.

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Most of the time. Because we're
not doing anything about what we don't

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know. That's when we start to
make excuses about how hard it is or

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if you only knew and what happens
is is and I think John was really

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smart on this. In this area, excuses breed mediocrity, and mediocrity breeds

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contempt, and that contempt really it
gets fostered from the A players. And

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when A players get contempt for what
they're experiencing or for a culture, you

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know, this leads to a bad
culture that will soon become unpredictable and unreliable,

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meaning it won't make their number.
And so for me, the excuse

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department being closed, and you know, I just say, if you want

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to be more consistent, slam the
door on that excuse department it and weldit

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shut. I like it. I
like it. So some great things to

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think about here as we're trying to
execute and get a rhythm around our own

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sales execution. Key areas to be
consistent in pipeline generation, building relationships,

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not leaving discovery too early, be
consistent with your discovery qualification, and finally

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avoiding excuses. The excuse department is
a close John, wrap us up with

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the bottom line. Yeah, So
I'm just going to go back to that

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quote. I wanted to sync in
and just kind of, you know,

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let it foster in your brain a
little bit, but without commitment you'll never

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start. More importantly, without consistency, you'll never finish. And so today

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we should ask ourselves a few questions. What do I need to commit to

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today? Where do I feel like
I need to be more consistent today?

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Who am I going to to build
a relationship with today? And what relationships

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am I going to nurture today?
And lastly, what am I making excuses

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for in my life? And how
can I slam the door shut on the

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excuse department? Go crush it,
go, crush it, slam and shut.

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John Kaplin, thank you very much. You're welcome right. Thank you

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00:17:22.839 --> 00:17:27.720
to all of you for consistently listening
to the Audible Ready Sales Podcast. At

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00:17:27.759 --> 00:17:33.359
Force Management, we're focused on transforming
sales organizations into elite teams. Our proven

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methodologies deliver programs that build company alignment
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teams the ability to execute the growth
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strength is our experience. The proof
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