Updated: May 22
This text is from our consulting firm's latest 321 Biz Development episode found on 18 podcast platforms like Spotify, iTunes, Pandora and iHeart Radio. 321 Biz Dev has over 500 podcast episodes across multiple platforms. There is too much content to write for this article, so readers are referred to the podcast for the complete story. 321 Biz Dev supports supporting attorneys, CPAs, corporate dental franchisers, independent dentists, home health providers, homebuilders, medical groups, plastic surgeons, insurance brokers, real estate brokers, restaurants, tattoo shops, boutique shops, indie artists, hair stylists, HVAC companies, and plumbers.
It's amazing how our consulting firm can produce 500 episodes of sales performance content totaling 12,000 minutes (200 hours), but has never provided more than 5% of our proprietary sales system and business development content on public platforms, especially after what happened to our company in 2015.
Why is this?
A big reason why we stopped providing sales system, business development detailed materials has a lot to do with two guys from Texas. Two guys from Austin found some detailed materials about the 321 Biz Dev system online and tried to use it. They failed miserably because all of the information was not available online. I believe they found me on Twitter and began to download 321 Biz Dev content. By the way, I am no longer a Twitter, Instagram nor Facebook subscriber.
I give the Texas guys two kudos, though.
First, the Texas guys were able to connect with a California trade group with a pieced-together, business development program they stole from me. It failed miserably because they only had about 20% of the training material.
I discovered these two Texas guys were using my material because I had close friends affiliated with the trade group. So, I signed on to watch the webinar. Lo and behold, I said, "this is 321 Biz Dev material". It was almost word for word! But because they did not have the experience to fill in the details, they were unable to persuade the trade group to sign up for training. The two Texas guys were "two-stepped" out of the California trade group with no clients.
To make a long story short, the Texas guys flopped with the trade group for four reasons:
They had no formal selling experience and lack of experience cannot be faked.
They had no contextual point of reference for the sales system stolen from 321 Biz Dev.
They did not have enough material to take clients to the finish line.
They approached a trade group with no real desire to master selling.
The second "attaboy" I gave these Texas guys was they validated that the 321 Biz Dev sales system and business development program had enormous value. 321 Biz Dev products had so much value that Texas guys tried their best to duplicate the sales system.
This theft happened in 2015.
Since 2015, I have only disclosed the 321 Biz Dev sales system to paying clients. But the interesting thing I discovered and happened after training several hundred sales representatives is the launch of the business development program in 2017.
Did you know that mastering a sales system takes 1,000 to 1,600 hours (or 6 to 9 months)? After training a number of people, 321 Biz Dev did contract, follow-up training. It was at this follow-up training we discovered that the majority of the sales reps were unable to fully execute the steps in the sales system training modules.
It was not because the sales representatives did not understand the steps. It was more so the sales representatives were reluctant to execute the steps. Translated, sales representatives needed to see the steps in action. It was this discovery that launched the 321 business development function.
I would be a millionaire today if I could just go city to city and teach small business owners and sales representatives the 321 Biz Dev, 9-hour sales system. I could have the success, fame and money of motivational speakers like Gary Vaynerchuk, Tony Robbins, Les Brown or Daymond John.
In sharp contrast, 321 Biz Dev is not a motivational speaking company. 321 Biz Dev is not a marketing company. 321 Biz Dev is a consulting company and consulting companies, by definition, must solve problems and bring solutions to existing problems. No exceptions! Generally speaking, consulting firms do not add clients without being able to offer solutions that work.
So there was no way I could have continued just providing sales systems training without offering business development support to help small business owners and sales representatives successfully move through the 1,000 to 1,600 hour learning curve.
To close, the Texas guys story is the main reason why 321 Biz Dev does not speak about sales system and business development details in our podcast episodes or on any other online platform.
The other reason why 321 Biz Dev can rack up 500 episodes without including detailed material is because, for us, any sales topic can be linked to our sales system content.
For instance, if a prospect mentions the word, "dog", I can write content about sales representatives can have a bad dog-day selling.
321 Biz Dev can write content for any sales related word, sentence, experience, success story, failure, outcome, etc.
With Fortune 500 sales manager experience working with many industries, I have learned quite a bit about products and services companies offer. The industries 321 Biz Dev supports are the industries where I sold health insurance throughout California, Washington, Oregon and Hawaii.
Back in the day, I had attorney, CPA, dentist, plastic surgeon, insurance, real estate and other business categories as group health insurance clients. As the account manager for these medium and large employers, I had the opportunity to hear good and bad operations stories.
One of the best corporate memories I had was working with a Deloitte consultant who was hired to find a solution for a work process deficiency. This woman was extremely impressive, but at no time did I feel like she was selling Deloitte services. Deloitte's services cost $150,000 for two weeks' work. I was so pleased with this consultant's work that I rushed the purchase order through the signature stages for approval.
If this episode/article provoked some deep thought about improving your sales performance, please do not hesitate to contact me, Rick Nappier, at 726-999-0999.
Interested parties can click here to visit our website. Then, click the Questionnaire tab to complete the 5-minute questionnaire so 321 Biz Dev can learn more about your current sales situation or learn about your current or past experiences with trying to improve sales performance. A 321 Biz Dev specialist will contact you within two business days to review your responses.
We hope your enjoyed today’s post and linked podcast episode. Please check out the 321 Biz Development podcast for a lot more content on this subject matter.