The Hard Corps Marketing Show

Winning Sales with Process - Valerie Cobb - Hard Corps Marketing Show - Episode #258

November 5, 2021

The widespread idea of what sales is is broken. Salespeople today keep trying to spew the same ‘feature-benefit vomit’ at every customer hoping something sticks. Sales extraordinaire, Valerie Cobb, a Fractional Chief Sales Officer, is here to reshape how companies think about sales. Learn how to revamp your company’s sales culture, the importance of creating good sales processes, and the best mindset for approaching sales. 


Busted Myths:

  • Sales is a noble profession, not a sucky job on the bottom rung of the proverbial ladder. Many people fail at sales because of poor company sales culture and training. Of all salespeople, 50% shouldn’t be in sales because their personality and or interests clash with what good sales actually is.



  • Sales as a profession should be helpful, even if the customer does not buy on that occasion. The salesperson should be genuine in trying to actually help the customer find what they need, even if this means walking them to a competitor whose offerings better fit that customer’s needs.
  • If you are doing sales well, you don’t have to ever ask to close a deal. A good sales approach should be genuine and human and never feel pushy. 
  • When training for sales, you must check your ego and preconceived notions of people at the door. Salespeople’s first instinct should be to listen to the customer instead of assuming things about the customer and giving everyone the same ‘feature-benefit vomit’.
  • To actually make strides towards success, companies have to create better sales cultures and integrate a ‘win as one team’ mentality across the revenue, finance, and operations teams of the business.
  • To create a better sales culture, everyone must be willing to check their ego, remove obstacles so sales can sell more to create more jobs, and then continually repeat the process. 
  • No matter the size of the business, clear and defined sales processes are crucial to have in place even before going and hiring a large sales force. Sales processes provide the salespeople with the right, on brand, responses to customer questions and objections.
  • Sales Processes are how salespeople learn and embody the vision and reputation of the founder, CEO, etc.
  • Unless someone wants training and asks to be trained, the training they receive will be a waste of time, effort, and resources. When training, don’t just tell people the answers, ask them questions, let them ask their own questions, and let them search within themselves and find their own answers. 


Quote of the Show:

  • “Sales, as a profession, should be helpful, period, even if you don’t sell them anything.”


Shout Outs:

  • Catherine Brown - Author of How Good Humans Sell: The Proven Path to B2B Sales Success
  • Jim Collins - Co-Author of BE 2.0 (Beyond Entrepreneurship 2.0): Turning Your Business into an Enduring Great Company




Ways to Tune In

Podbean App

Play this podcast on Podbean App