The Sales Hacker Podcast
The Sales Hacker Podcast

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Friday Fundamentals 155: Brian Troutschold

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Friday Fundamentals 155: Brian Troutschold

Hey everybody, it's Sam Jacobs.Happy Friday. Welcome to the salesacker podcast and to Friday fundamentals. We areexcited to have this week's guest back on the show, Brian Trout shold,one of only two in the world apparently, and he's the C coo and Cofounder of ambition. He's going to be talking to us about one ofthe ways, the top way, that you can drive culture as you movefrom in person to either hybrid or to remote, given everything that we're dealingwith at the pandemic. So it's a great insight and I think it's reallyimportant. And before we get there, of course, we want to thankour sponsors. We have two sponsors for Friday fundamentals. The first is outreach. Outreach triples the productivity of sales teams and empowers them to drive predictable andmeasurable revenue growth by prioritizing the right activities and scaling customer engagement with intelligent automation. Outreach makes customer facing teams more productive, more effective and overall better. Sothat's a great thing. Go to...

...outreach Doo to learn more about them. The second sponsor for Friday fundamentals is pavilion. This December, pavilion ispartnering with Ecology to Plant Fiftyzero trees and try and remove some carbon from theatmosphere. For every member that joins that's referred by an other member will planttwo hundred and fifty trees per person. We're trying to plant fiftyzero trees inthe month of December. If you don't know what pavilion is, it's aprivate membership that gives you access to thousands of like minded peers, dozens ofcourses in schools through Pavilion University and over Onezero work books, template scripts andplaybooks to accelerate your developments. Help US plant fiftyzero trees this holiday season andsign up at joint pavilioncom Brian, welcome back to the show, yes,and thanks for having me. We're excited to have you. So here's thequestion. We've got all these companies out there that are they thought they weregoing to move for full bore and I think Google is one of them.Apple was one of them big companies that are saying, you know what,January we're back in the office. COVID is solved. We've got this newonly cron variant variant. There's going to be more variance in the future.May Not be that we ever fully go...

...back to everybody in the same placeat the same time. And I've personally talked to a bunch of companies thathave office space least where three people, four people out of a desk ofa hundred are coming into the office every day and most people, given theoption, are staying home. In that world, what is your advice onthe way that companies can maintain and enhance culture and how can you what's youradvice for them? Yeah, this is this is a huge challenge. Ithink every every customer, every prospect we talked to is is still with thesame thing and ambition is the same way. I'm I'm glad you're not discussing usbecause we don't have a hundred desks in our in our office here,but I think there's twenty six and there's like four filled right now. Soyou know, I'm in the same boat as those folks. You know,the way this the way that we believe this work is. Culture isn't incrediblyimportant? I think that you're seeing this with all kinds of stories of thenews right now. Whether there's great resignation,...

...whether it's people who are mad attheir point groups say your come back to the office or whatever. Peopleare comfortable. We broken the the wall of like, you need to bein the office and this is the way it's going to be, and salesleaders, specifically revenue teams, have to adjust, and this is something thatwe hear. That was champion all the time. This is this great salesculture or this great office environment that you're going to want to come to.That's just not the selling thing. So you've got to change how you're connectingwith people, how you're getting them inspired, how they feel part of the biggermission and how they contribute to it. We call this the the ecosystem ofencouragement. It's one of the things that I'm really proud of the ambitiondoing, and what I mean is a series of every every organization is creatingall these signals, information, data, whatever you want to call it,about their people all the time. And when I was starting in sales totalk about this all the time. You know, two different organizations I startedat had the same thing. If you did something great, if you closea deal on the phone or you've got...

...a huge new opportunity, you wentover and you told the manager and you like rank of bell or you hitthe golf and it was the worst experience ever, and company should get ridof those, other than for decorations. You want to automate that, youwant to make it smart, and so what I believe people should do isrecognize that the new workplace, the new office is, is it's slack orits Microsoft teams, depending on your organization, and it's probably also email. That'swhat work is actually happening. That's where people are congregating and if youwant to encourage people, if you want to recognize performance, if you wantto generate collaboration and people coordinating, you need to have things being shared there. And so what ambition helps do is create workflows to those places where workis happening for your organization to unpack that another, another level. Sam Imaginethat your you know, sales development rep your early in your career. Youknow maybe, unfortunately, code has been happening the whole time you've been inthe workforce and you've been doing cold calls...

...and talking to prospects out of yourapartment in New York. Well, you've never experienced that. You know thesales bullpen that you and I did coming out. You never had the highfives and the like, the laughs that way, but you still want tobe recognized. So up to the high five. So when you you know, book a meeting, could be as simple as that. Or when youset a personal record and you have five opportunities that can get converted in aweek, you want someone to notice that. Now, if it was your ifyour managers has to look at stats all the time and like pull reports, like, are they really going to know that Sam just had his bestweek and this is the only this is the first time he's converted five ops? Probably not, unless they're a computer. Why? Admission will help do thatwith wo workflows and with the workflow you go to set a trigger thatyou know if, if anyone conversed more than five meetings or if they havebest day ever for x, Y Z metric, send it to this channel. This channel could be global sales, could be the sales development channel,could just be send me an email as...

...your manager so that I know thatI can go share that and I can go let you know how great job, Dude. That's amazing. First of all, you didn't have to theREP doesn't want to have to tell someone they did a great job. Theywant them to know and go tell them that it was awesome. The thirdpart is when you post that into when it gets automatically posted into teams orslack or whatever, people start to see what good looks like. People startto see what's POSSI and they're going to one positively react and then hopefully thatwill spur conversation of how Sam Tode, how do you? How do youconvert five opportunities this week? Like, what are you doing differently, like? Can you tell me about it? And that's what we see. Likethat's going to start the star small. That's a really simple example, butpeople are doing this with, you know, kind of modernizing what I would callPresidents Club, creating the automation around that, creating a little bit smartersets of triggers that can fire off when people hit certain objectives and thresholds,and we help power people to do that and once again, do it wherewe're work is really happening today, which...

...is, you know, once again, it's in email, it's in slack, it's in Microsoft teams. It's notjust who's in the office today and who's around the sales bullpen to noticethis. I love it and I love that phrase, the ecosystem of encouragement, and it's really and I also love that it's not just, you know, create created one new opportunity, but maybe you set the filter around,or the trigger around a personal record so that because one of the one ofthe things that is annoying for everybody in the company Wide Slack Channel is,you know, engineers, a bunch of other people that are saying, whydo they keep getting high fives for doing their job? You know, Idon't get a reward every time I read a lot of code. So personalrecords are probably like a maybe a better, less mazy way to frame that.You. Yeah, totally. We talked about, you know, theability to create goals and accolades and ultimately the ecosystem occur of encouragement should belike a it should be like an onion approach. Right, there's like thesmall, the small medium things that are happening. That's the outside, thenthere's some more important things and then ultimately...

...there's a really important successes and Whilestonthat get achieved and, you know, you get to set kind of thethrottle or get to set some some thresholds for those across the way, andit shouldn't be so loud that you know it's to everyone's teing it out.It should be the stuff that that really matters and people get excited about.Totally. Brian, remind us what's the best way to get in touch withyou if we want to? Yeah, please find me on Linkedin. BrianTraus should also active on twitter and I'd love to, you know, seepeople come through an ambitioncom fantastic and if folks want to reach out to me, you can. You can email me, Sama Joy pavilioncom. You can findme on Linkedin as well, and otherwise we want to thank our sponsorsoutreaching pavilion, and we'll talk to everybody else next time. Brian, thanksso much for being our guest on the show this week. Awesome. Thankssample.

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