Nothing Happens in B2B Sales Until There's Accountability
Buckle up for some Gen-X B2B Sales Tough Love.....John Barrows loves sales, and loves helping others excel at sales.
But he's intolerant of excuses. He doesn't make them himself, and he doesn't accept them from others. We spoke at length recently about sales accountability, the evolution in buying behaviors and sales approaches, and how we can apply lessons learned in tech to industrial sales.
John brings insights from his own sales, day in and day out, as well as experiences working for Jack Welch and inside many of the most respected sales teams in business that gives him both deep and broad insight into what makes great sales leaders, managers and quota-busting sales reps.
John doesn't hold back as he talks about sales accountability, how AI is making many sales reps irrelevant, convincing vs. problem solving, effective sales kickoffs, and much more.
We even discuss his RV, retirement plans, recent business reinvention, and the children's book on sales that he coauthored with his daughter.
Connect with John for more unvarnished insight into sales training, planning effective sales kickoffs, sales management, and sales accountability.
Check out John's JB Sales website and his children's book on sales | | | |
Sales Accountability, SKOs, Coaching and AI in Sales - John Barrows on Industrial Growth Institute Episode 58
Episode Recap
Summary
John Barrows is the CEO of JB Sales and a legendary figure in tech sales. He joins Ed to discuss AI, how B2B sales is evolving, the importance of training and the curse of sales excuses.
John shares insights from his extensive career, emphasizing the need for practical application in training and the significance of human connection in sales.
The conversation also touches on:
- today's sales challenges
- sales mindset
- core principles of effective sales
- problem-solving, resilience, and personal connections
- and the necessity of overcoming excuses to achieve success.
The dialogue also highlights the significance of understanding personal goals in sales management, the importance of effective sales kickoffs, the role of authenticity in sponsorships, and the power of video in sales communication.
Barrows reflects on leadership lessons learned from Jack Welch and highlights the evolving landscape of B2B sales, advocating for agility and continuous improvement in sales processes.
Takeaways
- Industrial sales can learn from tech's creative approaches.
- John Barrows emphasizes the importance of practical sales training.
- AI is transforming the sales landscape, making human connection vital.
- Sales training should be a consistent expectation, not an aspiration.
- In-person training is crucial for new sales professionals.
- Sales is about solving problems, not just convincing customers.
- The first two years in sales should be spent in the office for development.
- A growth mindset is essential for success in sales. If you are not a problem solver, get out of the profession.
- Winning is great, but learning from losses is crucial.
- Sales managers should know their salespeople's personal goals.
- AI can enhance sales coaching and management.
- Excuses are just that—excuses; take control.
- Sales training is becoming more specialized and segmented.
- Respect for others' time is crucial in work.
- Sales kickoffs should focus on actionable insights.
- Authenticity is key in sponsorships and partnerships.
- Video can enhance communication and engagement in sales.
- Agility is essential for adapting to market changes.
- Continuous improvement should be a daily practice.
- Sales teams should collaborate to innovate processes.
- Understanding your audience is vital for effective selling.
Takeaway Quotes from John Barrows
- "AI is coming for all of us."
- "Sales is about helping people solve problems."
- "If you are not a problem solver, get out."
Outline
00:00 Introduction to Industrial Sales and Tech Insights
03:22 John's Sales Journey: From Xerox to JB Sales
06:09 Training Approaches: Theory vs. Application
09:36 The Importance of Sales Training in Modern Times
13:44 The Need for In-Person Training and Development
15:38 The Role of AI in Sales and Business Acumen
20:51 The Future of Sales Talent and Mindset
25:26 Challenging Sales Myths and Misconceptions
26:01 The Essence of Problem Solving in Sales
30:11 Building Resilience and Learning from Losses
33:32 The Importance of Personal Connections in Sales Management
36:30 Leveraging AI for Sales Coaching
38:10 Overcoming Excuses and Taking Control
49:15 The Evolution of Sales Training and Methodologies
57:00 The Art of Sales Kickoffs
01:02:03 Navigating Sponsorships and Authenticity
01:06:05 The Power of Video in Sales
01:10:00 Leadership Lessons from Jack Welch
01:13:55 The Evolving Landscape of B2B Sales
01:20:59 Agility and Continuous Improvement in Sales
Is Your Sales Team Adapting as Quickly as Their Prospects?
John is blunt. Most sales reps are already irrelevant; they just don't realize it yet.
Some of that is poor technique. Much is mediocre talent. But there are larger, fundamental changes underway that really restructure how we must market and sell in order to reach buyers.
