Business
Episode 325: Stephen Rhyne, CEO of ConveYour.com: Leadership is the Transfer of Belief
In Episode 325 of the Sales Leadership Podcast, host Rob Jepsen welcomes Stephen Rhyne, CEO of ConveYour.com, to discuss the critical role of belief in leadership and team readiness. They explore stra...
Episode 325: Stephen Rhyne, CEO of ConveYour.com: Leadership is the Transfer of Belief
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Interactive Transcript
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Hey, thanks for checking out the Sales Leadership Podcast.
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I'm your host Rob Jepsen and I have a great one today.
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Today, we're talking about creating teams that are customer ready faster and how to keep
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them that way.
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And the most important catalyst of not just initial readiness, but ongoing readiness?
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That may surprise you.
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I'm excited to share it with you.
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But first, this episode's brought to you by Sales Leadership United.
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For those of you who are already members of Sales Leadership United, thanks.
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For the rest of you, Sales Leadership United is the largest collection of Sales Leadership
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assets in the world.
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If you want to be committed to your own growth, you'll be glad you checked out Sales Leadership
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United.
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Now, if you liked our discussion today about creating belief and everboarding, you're going
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to dig the resources we have for leaders in Sales Leadership United specifically on this
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topic.
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It's one of my favorites.
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It's got a lot of stuff there for you.
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You can use it immediately.
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I've found that your ability to build belief quite possibly is the greatest catalyst of
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your leadership success.
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So go check out those tools on belief and let me know what you think.
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Finally, as leaders, we are in the people business, period.
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There's a famous quote I believe is attributed to Albert Schweitzer that says, nothing great
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was ever accomplished without enthusiasm.
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Sales people must have belief in what they do.
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And that's why I'm so excited to introduce today's guest, Stephen Ryan.
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Stephens an onboarding expert who helps some of the most iconic teams in the world get
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customer ready faster.
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But the part of the conversation I think you'll find surprising is the role belief has
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in creating initial readiness on going readiness and maybe most important, the responsibility
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a leader has to build it.
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This is a conversation that won't just help you finish the year strong.
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This is a conversation that has the potential to change your leadership career.
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So you ready?
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Let's freaking go.
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Hi, I'm Rob Jepsen and my mission is to help sales leaders
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everywhere create record-setting growth from the companies they lead.
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I'm here to share the secrets of the world's most successful sales leaders.
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I don't care how big the company or how big the team, we showcase sales leaders who
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are taking what the market gives and then some.
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This show features leaders of teams who are beating their markets, winning at crazy rates
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and creating life-changing years for the people they lead.
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The sales leadership podcast is brought to you by Sales Leadership United, the world's
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largest collection of sales leadership assets.
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Be sure to check out the all new sales leadership united.com.
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Fast track your sales leadership development, gain insights into how other sales leaders
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are solving challenges similar to the ones you face and tap into over 400 leadership
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Sales leadership united is the easiest investment in your self you'll ever make.
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Head to sales leadership united.com, use the code Rob at sign up and get a free trial
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on me.
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Now, get ready for some serious insights from sales leaders who are making it happen.
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And remember, don't worry, we got you.
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Hello and welcome to the sales leadership podcast where Hygros Sales Leadership
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Hygros practices and tactics.
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Man, I continue to get so many calls and DMs from so many of you telling me about what
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these most recent rounds of guests are doing and I appreciate it.
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Thank you for supporting the show.
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Thank you for the messages telling me your story about how the show is helping your career.
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Keep them coming.
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It's why I do it.
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I love it.
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And keep suggesting other guests that you would hope that I could get on the show.
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I love hearing from you.
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It's why we do this.
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And today we got another good one for you.
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I'm excited to get after it.
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Today's guest is someone who's one of the best in the business at creating readiness for
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teams.
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And not just doing it for some teams.
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He does it at scale.
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Please welcome Stephen Ryan to the show.
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Stephen's the founder and CEO of Convey York.
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The platform trusted by elite direct sales teams including companies like Vivint and
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Sunrun.
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They use Stephen and his work to activate, train and retain high performing reps and
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do it fast.
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Now this guy's a former cut co-holyphane sales rep who realized the secret to wide scale
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success wasn't just more people.
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It was better prepared people.
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And that's what Stephen's sweet spot is.
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How do we help leaders amplify their influence by designing systems that create confident, capable
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teams from day one so we can create customer readiness faster.
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Now Stephen's work fuses micro learning, behavioral psychology and automation all into one mission.
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And it's a simple one but an important one.
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Kill the noise and make every single minute of preparation count.
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If you're leading a team and you want them ready to execute, by the way, I hope that's all of you.
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Then this is the episode for you.
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If you can't tell, I'm super excited to get started.
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So let's get after it.
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Stephen, welcome to the show.
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Thanks for joining me.
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Thanks for having me, Rob.
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Side of the have you here, man.
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You are a guy with all of the credentials and all of the accolades and you do some work
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that's really, really important.
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So I'm going to start by thanking you on behalf of 60,000 leaders and can't wait to dive in with you, man.
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Thank you for having me on the show.
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Been excited to be on your your pod for a long time, man.
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This is cool.
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This is going to be fun.
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So why don't we start by having you introduce you and your firm conveyor to, like I said, 60,000 leaders in pretty much every industry all around the world.
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Yeah.
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So CEO of conveyor, I've been working, building conveyor for, since what 2016 and it is a platform that helps companies again recruit onboard, train and retain more reps.
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Typically outside fields, sales reps and technicians and working a lot in the spaces again where you're working with like 10, 99 based contractors, where the key is getting that funnel nailed.
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Like, like, I like what you, you call that customer, customer ready, right?
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Yeah.
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You have that, ready's and that is, that is so true.
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It's very much like a, how do you build a sales funnel, but the person you're selling to is that that opportunity.
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You're selling the opportunity to a 10, 99 based sales rep and you have to help, you know, track them onboard them, you know, convert them, keep them excited about the role all the way until they, you know, hit that door or do that service call.
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And then, you know, continue ever boarding them and keep them excited and equipped.
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So ever boarding what a cool term, what a cool term, man.
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I like that term.
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Never heard of it.
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I love it.
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Yeah, I started conveyor way back at like 2016, but before that, again, you mentioned cut co.
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That's how I got started in the direct sales space where I, like, you said, like accidentally introduced and then intentionally grew, you know,
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my sales background.
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So cut co before college didn't have a very stable upbringing really.
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And didn't have a lot of direction with where I want to go.
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I wrote at University of Washington, you know, crew.
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Nice.
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And it was kind of a joke, but really didn't have any direction, any clue what I was going to do kind of scared me.
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And I found a flyer.
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I found a flyer my sophomore summer or summer of my freshman year, actually, for cut co and started selling cut co did really well with it.
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And the thing that really stuck and is still stuck is just how I could strike.
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I learned how to strike up a conversation with anyone and it made my life better as a result of being able to do that.
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In a way where I feel like people other people might have been closed off.
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I could start talking to some lady, you know, that's 68 and I'm 19 and you know, just start talking to her about her hobby and get genuinely interested about what she was into and
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parlay that into selling knives, you know, so that plus all of the learnings I had around
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commanding my own time and setting goals and everything.
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It changed the trajectory of my life being, you know, having one opportunity with cut co not to mention all of the cut co-clan and crew and kind of the alumni.
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Yeah.
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That has come out of the cohort that I was in whether it be like John Rulin or, you know, how Lrod and some of these other people.
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And so that is why I'm so passionate about recruiting and onboard helping companies recruit onboard train because of the rep, because of what it did for my life.
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And if a company can do that for another rep and they don't have to have a pedigree and they don't have to be from an Ivy League school to do well, that's what excites me.
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Yeah, you went right to it. I didn't have to ask you. I always like to get the backstory on people what attracted you to sales and my listeners that have been listening.
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We have some people who've been listening for all six years and they'll tell you when I bump into them sometimes like different places.
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The idea of I'm still looking for that person when they were a little girl or a little boy saying I want to be in sales when I grow up.
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I haven't met that person yet. But boy, I want you to get in and you fall in love with it. I'll go to my grave saying sales is the greatest profession in the world when done correctly.
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Right. When done correctly. Nothing better. And so I love hearing your story and you're right.
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Coco, that will teach you how to sell. And there's no one will ever be worse off if they learn the right way to sell because now you're in the connection business.
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Not just the communications business, right?
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Exactly. So, well, thank you for that introduction. That was that that's awesome. Hopefully our listeners are excited to hear a little bit about this concept of creating better readiness.
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Because most of the listeners that we have on the show, they are right now actively leading teams. And in the world of sales.
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There's someone who said it. I don't know who it is, Stephen. I probably I didn't know I was going to even bring this up.
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But this is where our show goes. Or else I would have looked it up. There's an old saying it doesn't come from me. You've probably heard it. Sales is the transfer of enthusiasm.
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Do you know who like you know this is your own? I don't know. Yeah, I don't know who it is. It's not me. But but I've always believed that that if sales is the transfer of enthusiasm,
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though the Rob Jepsen version of what comes next is leadership is the transfer of belief.
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And so getting your members of your team customer ready, I think means that they're excited. They're enthusiastic. They're not nervous. The moment's not too big for them.
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What does readiness mean to you when you think about getting a team ready to do that? What does it mean to you?
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When you say leadership is the transfer of belief. Yeah. This is the thing I harp on all the time.
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Let's go. Because okay, so I see this time and time again, especially with big companies is they as you grow, you do what companies do, which is they take the process of like recruiting. Let's say you just a small, small company.
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One or two guys or guys are going to do the recruiting in the on like the same person that recruits is going to be the same person that talks to that rep to get them on board it and then trained.
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Very small organizations and as you grow each one, each one of those arms, those motions gets departmentalized and gets more, more, gets more efficient in their one single department.
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Okay. What happens though is that the actual rep experience goes to put. Okay. So the recruiting is a is a a stodgy HR process of recruiting and going through all what the recruiting team wants.
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Right. Then they kind of throw it over the fence and they pass off. Think of it like just like an mql. Okay. So the recruit is the mql, the marketing quality. You know, and then they pass it off to sales, which is like the onboarding.
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And the onboarding is this kind of a stodgy HR process and they assume at that moment that this recruit has belief.
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They assume that the recruit has belief at the moment when they start onboarding when actually, especially in a 1099 role, that rep is probably looking at two other opportunities if they're if they're good.
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Like, and when when that onboarding experience isn't tight and it's not doubling down on what the recruiting team was saying about the opportunity and not continually building belief.
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It's like, it's like selling us, it's like getting a lead.
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But then the next person that picks it up doesn't actually double down and reinforce the benefits of the product before onboarding them, right.
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And so I will tell teams that honestly, you're building a belief campaign all the way through the process. You're building a recruiting process.
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And then for example, an onboarding.
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Let me just if you don't understand what I'm saying, like I'll draw a contrast, right. So onboarding can be this kind of stodgy HR process with like emails that just say go here and click here and join this form.
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And fill out your your your contact information and your ice information and upload this document and blah, blah, blah.
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So, I'm going to explain the number of people that are video that explains the you know what their first you know two weeks is going to be like and explains the competitions that they're going to be having and it starts setting expectations and shows other team members and then ask them for a little bit of information, the onboarding then goes to the next page.
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And it starts, you know, exciting them a little bit more and then asking more for onboarding. So they're blurring the lines between.
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HR process and getting them ready, but it's again belief because once you get to training, this is my point Rob, like if you ever gotten a rep so excited and have so much belief that if you got to the point where you're training them.
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Like I I'm so into this industry, I will just go on YouTube and and look around to find how to do this job because I'm so you know I'm so bought in on the opportunity.
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They just go to YouTube they would just go I don't care about your training. I'll just go to YouTube and watch training so it's not a it's not a training problem.
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It's typically a belief problem. It's a sales problem in your phone.
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That's a really great way of looking at it. In fact, that's something that well, I don't care what kind of industry they're in.
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Software sales, financial related sales, direct sales, industrial. I don't care.
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There's I think there's like three levels of belief. There's there's belief in the mission that we have, right? I think that one is super important. Then there's belief in the company and the way that we do things. That's got to be one.
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The last one's got to be belief in self that I'm capable of of like handling the situations that I'll be up against and I think we could probably have a show on creating belief and all that three areas.
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Did I miss anything? Do you have other areas that I love that you mentioned belief in self because that's the one that's missed the most.
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Because like if you ever, you know, Alex Hormozzi, you know, his, yeah, of course.
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Okay, so he always talks about like the 100 million offer they talk about like perceived likelihood of achievement. Yeah.
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So, you know, does a customer did you handle the all the objections? Do they believe that if they get the value, they'll retain the value, right?
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It will be one week or will they have it for six months? So there's all these like points you can hit. Well, that perceived likelihood of achievement is a big thing for a potential rep, whether they're W2 or 1099.
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I just love this story. Okay, so we had a customer who they were a tier one carman parts manufacturer. Okay, so they live right next to the plant, the car plant.
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And they have a really, they have a lot of entry level business. Okay, entry level workers that work a line and they had a retention problem.
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Keeping those people after day two. Wow. And I said, what are the problems? And they said, well, one people are a little bit sore the first day because they're working super fast and they're on their feet the whole time.
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And they get scared that that's going to be their the rest of their life and then they quit. And then the other problem is that they feel anxious because they feel like they're slowing everybody down because they're not as fast as the people on the line. So creates like anxiety for people.
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It's a great as soon as they you send out the offer letter started belief building campaign where you send out little micro videos on there before they show up for day one that handles those objections.
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So send out a little video that says like that is just a selfie video of the trainer guy walking up to someone who's been on the job for a couple of weeks and say, hey, tell me about your first day.
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Oh, my first day I was a little bit sore, but it went away like on day three and I'm good. Okay. And then that just went out as a little micro lesson before they showed up for the job.
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Okay. And so that's what I mean. It's just about upfront objection handling and upfront contracting to get them in the right mindset before they even start.
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I really liked it. I like like I said, I didn't even know we were going to start in this at all like in our work that we did together putting some talking points together belief wasn't even a word that we used.
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Yeah. And and I really liked this. So as you're talking to, you know, a whole bunch of leaders right now any tips or insights or tactics that you found to be particularly helpful in creating belief at any of those levels mission or company or self or one or whatever.
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Like give it back to you any tips on ways you've seen that be successful because I think you're right. If you can create these belief building campaigns.
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The job changes. It's almost you don't have to remember all the words perfectly it like that feeling of belief is more tangible than anything you can say, right?
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Yeah. Yeah. People ask me like, what do you put in the content around belief? I think you go to the people.
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Not the people that wouldn't with you for a long time because it's not fresh enough, but you go to the people that have been with you for a month or maybe three weeks and you ask them this question.
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Where were you in your life when you said yes to this opportunity and why did it stick for you?
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And get their stories. So for example, hey, I was looking for, you know, I was looking for a company. I really cared about a company that had a long term vision right or I really cared about a company.
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That didn't put a ceiling on my opportunity, right?
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And so you use their words. You use it's just like when you get copy for your website.
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You know where you go to your customers and say yeah, it's just like use your brand new onboardies that are doing well and seem like they're picking up the opportunity and ask them where were you in your life.
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So it's a demand exercise versus like supply. So instead of trying to compare yourself to other companies or everything, you just focus on the people you're trying to onboard.
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I love it. Okay. So that's going to be our foundation.
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Readiness we're going to say is creating belief at lots of different levels.
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So I'm just going to like kind of start moving through this because I don't know exactly where we'll go, but it seems to me, there's a couple things you have to do that one's got to be mindset related.
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And the other has to be connection to the rep related. I think sometimes we miss it because we say this is our curriculum or whatever and then we just kind of leave it to the reps to figure it out.
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So I don't know if either of those resonated with you mindset or how you optimize for the rep is either one of those.
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It's for like how delivery of training.
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Let's go there. Yeah, like yeah, let's go there.
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Like what goes into creating something where it optimized for a rep experience, not just for a check the box. These are the things we covered because I think that's where I see one of the things I get as I coach, let me give you this context for why I asked that question.
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Okay, I work my company, my firm, my team, we work with a lot of large companies, kind of like you do.
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And we work primarily with sales teams and it's not uncommon for these large companies to have pretty substantial L&D teams.
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Okay, and training departments.
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Yeah.
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And sometimes they get a little worried when they're bringing a third party leadership development company.
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Oh, right.
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Yeah, so you know, on your rock and the boat.
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Yeah, yeah.
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And the reason they bring us in is it's very common for them to say we like these things that they do.
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But what they don't do is help optimize for these leadership scenarios because they've never been in that seat before.
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They've never had that context.
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So we work hard to work well with the L&D and the training departments and they don't feel like we're trying to undo what they do.
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We're just going to give context and relevancy that's going to be optimized for these leaders because we sat in the same shoes that they've sat in.
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That's where I'm coming from with that question.
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Yeah, around optimization.
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So I.
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And for people that aren't watching the people are only listening.
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He's got a big smile on his face.
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People who are watching on the YouTube channel know he's about to drop some fire right now.
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So look, I have.
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I'm just giving a little backstory.
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I actually, we, we started out as a pure corporate micro learning platform.
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Okay.
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So we actually went, I left the reservation in direct sales and everything and was like, I'm going to be a real boy.
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And I'm going to work, go work with the biggest companies in the country.
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We work with like United Health and, you know, some big companies doing micro learning, you know, building out micro learning courses and working with with learning development.
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And the teams and look, I love my LNDP folks, you know, in the HR.
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Super important that you great work.
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What I did notice, just a commentary on the industry is that it was, it was more about, it was more about coverage.
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Yes.
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And, you know, and compliance check on the clients.
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Compliance and checking boxes and our people happy.
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Then what to me is really exciting, which is what is the business outcome that I'm trying to get to.
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Okay, especially in sales.
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So it's a little easier when you're talking specifically about like a, like a, a sale.
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So let's just pick an example.
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We are not getting enough referrals and we're spending way too much in cost of acquisition to get new leads.
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And we could, we could train the reps to get their own referrals.
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So we don't get any referrals.
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So this is the problem.
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Great.
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So let's work backwards from that problem.
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I'm going to get back to your point about like, how do you prepare them?
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But you start with a business objective.
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And then you say, well, let's work, let's do, let's do first principles.
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Let's get and go through this and say, what has to be true for a rep to get referrals?
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Okay.
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They have to exhibit this skill.
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They have to know this script.
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They have to understand this, you know, concept, right?
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And great.
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And at what point in their life cycle where they start asking for referrals is a day one?
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Is it, this is really important.
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Right.
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Is it day one or is it like 30 days out?
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What's the sales life cycle where they would get a referral?
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And so you do that work.
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You say, this is the objective we want in the quarter.
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We want to move this number up.
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Let's work backwards to what our reps would have to do.
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Then let's build training around that specifically.
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And make sure that we're only releasing it to the rep at the right times.
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Because my, my belief, because we work with a lot of the full life cycle over rep.
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Like we're not kind of dropping in where, you know, there's like a really tenured, you know, sales reps.
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Like the typical tenure for a rep that we work with is maybe two years less.
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Okay.
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So not to say we can't anyway.
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The, the problem I see though is that like in a lot of people think in terms of,
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let's build out all our training, they think in coverage.
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They just think about, here's air like they think about like a,
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a glossary of terms and all of the things that they need to train on, right?
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And it could be overwhelming.
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They're just so overwhelming, so overwhelming.
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It's like going to YouTube and it's just everything on YouTube that you can look at, right?
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Well, my argument is that the, the exact amount of training that should be in a rep's portal at any moment is only the training that they need to get to the objective or the quota or the things that they need at that moment, right?
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Anything else is just distraction.
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And so it's my belief that when you prepare them, if you think through the,
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that's why it requires empathy.
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If you think through the sales reps, like initial 90 days,
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and you actually kind of like put on a persona, just like you would as a customer going through your product or buying your product, right?
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What are they going to need at any point and treat it like a game?
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Like when we played Super Mario World, I mean, at that map, right?
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And we were going to each, you know, each little land, treat it like a game because,
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especially in our world where they can quit anytime, I mean, anybody can quit anytime, right?
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But it's really more about getting them to the aha moment or the,
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the, the, the initial value as soon as possible.
spk_0
So if a rep starts week one, what's the initial goal is to have a meaningful conversation with a customer that is going to be a real,
spk_0
that maybe results in a sale or maybe not, that's all we need.
spk_0
And what training to need to get to that object to that level and then level two is this.
spk_0
So just thinking levels and journeys rather than coverage.
spk_0
That's the contrast I'm trying to make is like levels and journeys versus.
spk_0
We need to make all it's so daunting when you think about it, like everything I need to be for a rep.
spk_0
spk_0
Yeah.
spk_0
I like this a lot.
spk_0
And then I think this ties back to the belief part again too.
spk_0
Interestingly that it's coming back there.
spk_0
spk_0
You know, these sales people that are new, especially when they're brand new and they're wondering,
spk_0
like you said, like, what's the likelihood?
spk_0
I, I look at my notes, the word like, like how likely is the value that I'm going to get?
spk_0
Like, can I do this and will I be able to keep doing this? How long during is it?
spk_0
Like the stress or the anxiety for someone doesn't come from the quota or the boss or the pipeline.
spk_0
It's the story they put around it.
spk_0
Like what if I don't make the quota? That's where the stress comes as the story.
spk_0
Or what if the customers mean to me?
spk_0
What if they slam the door in my face?
spk_0
What if I, what if I suck?
spk_0
What if I lose my job?
spk_0
What if, what if, what if it's the what ifs that make people feel anxiety?
spk_0
I agree.
spk_0
And it's the I.M.s that make people feel the confidence.
spk_0
Yeah.
spk_0
And, you know, and so I think that's why I like what you're saying so much and why that optimized for the rep performance needs to be so important because it changes the story that you attach to the content.
spk_0
Yeah.
spk_0
The content is what it is.
spk_0
But the question is, what story does the rep attach to it?
spk_0
You know what the hard, the reason why it's hard is whatever, whatever the setup is for an LND team.
spk_0
Typically, the reason why this makes it really hard to be thinking about this a lot lately is you have a lot of history with your existing sales team where there's, there's all the tics, there's regionals, there's divisionals, there's what this division wants in that portal.
spk_0
There's all this stuff, right?
spk_0
But you kind of have to put all of that down and put like put your new people kind of like on a new track.
spk_0
So I just invite people to consider what would it be like to kind of like put the best way I like to call this example is you know when you go into a building that's getting remodeled.
spk_0
Okay.
spk_0
And there's like these, these like blinders like the dividers.
spk_0
Okay.
spk_0
That are up from the from the main revolving door that we walk in to the elevator shaft.
spk_0
Okay.
spk_0
Like you can just go to the elevator shaft to go up to little war.
spk_0
Like you have to do that if you want to build an amazing journey is just kind of carve away a new track for these new people and allow yourself to not have to try to mix those two together sometimes because you're going to have the status quo.
spk_0
And then you need to launch new reps and new territories and stuff like that.
spk_0
And so just kind of think about it was like a separate separate lane.
spk_0
All right.
spk_0
So we've covered some stuff and we're I can't believe that we only have like little over 10 minutes left.
spk_0
Yeah.
spk_0
Time's going fast.
spk_0
Let me just toss it back to you as you think about this topic.
spk_0
What do you think the most important thing you could share with these leaders all around the world when it comes to creating this belief and this readiness.
spk_0
We've talked about optimization like as an expert in this who the very best in your world they turn to you for help doing this and doing it fast, which means they know you can do it faster than if they try to do it themselves.
spk_0
Yeah.
spk_0
What things would you share with our listeners as they have to be thinking those same things there use cases will be different, but what needs to happen is the exact same.
spk_0
Okay.
spk_0
So you talk about more tactical.
spk_0
Yeah.
spk_0
Yeah.
spk_0
Yeah.
spk_0
In belief and readiness.
spk_0
Yeah.
spk_0
Yeah.
spk_0
So I think that it's so as belief goes.
spk_0
I think that it comes down to what I've seen in the best organizations is they use more content from their existing team.
spk_0
Use it more quickly.
spk_0
So that's one thing consider.
spk_0
So instead of no offense or anything, but instead of always considering the subject matter expert look inward for some content, right?
spk_0
So I want to pause.
spk_0
Yeah.
spk_0
So I want to make sure I want to say this right.
spk_0
I want to make sure I'm getting this because I think that's really, really that's not something we should gloss over.
spk_0
Yeah.
spk_0
Rather than have an external source come and say this is because.
spk_0
Yeah.
spk_0
I've heard it over and over again.
spk_0
Yeah, they say to do this, but what you really got to do is this.
spk_0
Yeah.
spk_0
Right.
spk_0
It's like sales leaders always are told you got to use the CRM, but they still always have their magic spreadsheet.
spk_0
Right.
spk_0
spk_0
And.
spk_0
And what I'm hearing you say is find those.
spk_0
I'm going to call it probably buzzword.
spk_0
So don't hate on me either you or the listeners find those best practices or find what good looks like or find what's working from the people that you want to emulate and try and export that.
spk_0
So the people and say this is what good looks like.
spk_0
Make that as clear as you can.
spk_0
Yeah.
spk_0
Yeah.
spk_0
Highlight the people that are winning, especially, especially.
spk_0
Connect people that are doing.
spk_0
Where the rep is currently try to find the person modeling that at the life cycle there at.
spk_0
spk_0
So the rep.
spk_0
A brand new baby rep.
spk_0
Okay.
spk_0
That's going to.
spk_0
It's going to.
spk_0
It's going to resonate more if they're looking at somebody who who's like three weeks ahead of them doing the thing.
spk_0
I think.
spk_0
Okay.
spk_0
Because it's belief.
spk_0
It's like, oh, I can be that person.
spk_0
Yeah.
spk_0
I can be that person.
spk_0
This isn't the top notch, you know, super duper sale guy with the huge quota and everything.
spk_0
This is like somebody that just is ahead of me a little bit.
spk_0
It's just a little bit further down the path than me.
spk_0
Okay.
spk_0
So what I'm calling is you got a model awesomeness.
spk_0
Awesome.
spk_0
Create a model around awesomeness.
spk_0
Yeah.
spk_0
Model around awesomeness.
spk_0
And if they just see that belief.
spk_0
First, it says two things at one time.
spk_0
Back to the belief.
spk_0
It says it helps me believe that I can do it.
spk_0
It also helps me believe that the company is producing the future version of me.
spk_0
Go deep brown.
spk_0
I love that.
spk_0
spk_0
So like make me smile, but I'd like you to go a little deep brown.
spk_0
Okay.
spk_0
So.
spk_0
So look.
spk_0
This.
spk_0
No, if it's a cut go, but there are some points in cut.
spk_0
When I first showed up.
spk_0
Okay.
spk_0
In the first office in cut go.
spk_0
We had this.
spk_0
We were launching, you know, the summer launch.
spk_0
Okay.
spk_0
And if you don't know the summer, like typically cut co has, you know,
spk_0
a much, much, much bigger teams in the summer.
spk_0
Because there's a lot of summer kids.
spk_0
Okay.
spk_0
And.
spk_0
And I, you know, I launched in this huge class.
spk_0
You know, physical training.
spk_0
And I said, and I went up to my district manager and I said,
spk_0
Hey, where are all the other reps?
spk_0
Like we're all the other, you know, previous reps.
spk_0
And it was kind of just like, oh, oh, look, let's go over there.
spk_0
Kind of a just a, okay, so.
spk_0
My point being is that.
spk_0
A rep needs to see and believe.
spk_0
That the company is producing the future version of me very,
spk_0
very like in a month.
spk_0
I can see an example of me in a month.
spk_0
I can see an example of me in three weeks or like in two months.
spk_0
I love what you call it.
spk_0
The future version of me.
spk_0
We produce that.
spk_0
Yeah.
spk_0
That's one thing that does that I love.
spk_0
The other thing that I love is it does it.
spk_0
That approach of modeling awesome.
spk_0
What's awesome now stops you from being stale and having the same
spk_0
Playbook for like a year, two years, three years, five years, right?
spk_0
Yeah.
spk_0
So, so that all that looks like is finding some simple ways to
spk_0
democratize letting reps upload videos or share videos to like a
spk_0
SharePoint or, or, you know, a Google Drive or something like that.
spk_0
Right.
spk_0
And getting those out and disseminate it and information.
spk_0
You know what I mean?
spk_0
So, so is that as simple as just so I got leaders that sell software.
spk_0
I got leaders that sell all these different things.
spk_0
Some direct sales, without leaders that had direct sales that are loving
spk_0
this right now.
spk_0
Is this as simple as leaders need to be on a higher alert for learning
spk_0
the stories.
spk_0
Either by asking or by observing by spending time watching those
spk_0
top people do what they do.
spk_0
Yeah.
spk_0
Yeah.
spk_0
Well, the way the way we do it is we have a, you know, video coaching
spk_0
tool where you can, you can actually text out a link.
spk_0
We need you to upload your example of you doing this or give us a
spk_0
Testimonial on this or tell us how it's going in this and what
spk_0
Your tips are on this problem.
spk_0
As soon as you have those videos up, you can instantly use that,
spk_0
that link inside another lesson for the, for the brand new people
spk_0
behind them.
spk_0
So, we just, we make that a lot faster.
spk_0
Well, let's, let's shift into that.
spk_0
Yeah.
spk_0
We have not that much time and I know we wanted to get to that.
spk_0
Like, what's the role of tools?
spk_0
I'm a big believer that we got to use modern tools to solve
spk_0
Modern challenges.
spk_0
Yeah.
spk_0
And, and I think that's the perfect thing that we could shift to
spk_0
Now's we're going to do that.
spk_0
Sometimes, you know, we do too many tools, but sometimes the absence
spk_0
Of a tool might make it so it's harder to create belief, right?
spk_0
Yep.
spk_0
Yep.
spk_0
And all the tools that we make that I'm, that we're making it
spk_0
Canvayore are around a single unified experience we call the
spk_0
Rep Experience Platform.
spk_0
And actually, it's a single place, just a single place where the
spk_0
Rep can learn about the opportunity in the recruiting experience.
spk_0
Go through the recruiting process, you immediately switched on
spk_0
Boarding in the same spot.
spk_0
It's like, it's like a concierge experience.
spk_0
Like the first time you used Uber, like they thought of everything.
spk_0
It's just one place in it.
spk_0
It, it, it, it, it, it, abuse confidence as you're using it,
spk_0
Because it's just one texting line, one location, and it's branded for
spk_0
The, for the company.
spk_0
So they're going through onboarding immediately after they're
spk_0
Off, they're going into training.
spk_0
It's all in one spot.
spk_0
And then we just added AI to that so they can ask any question they
spk_0
Want around any content that you provided them.
spk_0
There's two things that, that tools, like training tools need to do.
spk_0
Whatever tool you're using for training, you need to, you need the,
spk_0
What they, how do you deliver training for what they don't know?
spk_0
They don't know.
spk_0
That's the push training.
spk_0
Ooh, okay.
spk_0
Okay, so, so I will say that again.
spk_0
I want to make sure everybody heard the way you said that because I think that's,
spk_0
So there's, there's training on what you don't know.
spk_0
You don't know.
spk_0
Okay, I don't know what to query for because I didn't even know is on my radar.
spk_0
Okay, it's not on my radar at all.
spk_0
I don't know anything about it.
spk_0
I don't know the concept that you want to train me on.
spk_0
You need to push that out and that needs to be timely and automated.
spk_0
And you need to push out a text message or an email with very low barrier.
spk_0
They click the link and they're instantly learning about this thing.
spk_0
They don't know.
spk_0
They don't know.
spk_0
Okay, that's spoon fed training.
spk_0
You need to do that.
spk_0
Then there's the, the on demand and on demand is what I know, I don't know.
spk_0
So that's your Google search, right?
spk_0
That's your chat to be to you search.
spk_0
That's, I can articulate what I don't know and I need to, I need to ask a question.
spk_0
So you need to provide both.
spk_0
So one is, you know, you need to do, you need to learn this the way we want you to do it.
spk_0
And we're going to build belief and we're going to tell you this is like your 30 days to pro training, right?
spk_0
Yeah.
spk_0
Or your track where you're like learning the basics.
spk_0
And then later on when you start doing the role, you need those job aids and that searching capability to find the file, the lesson, the, you know, the PDF and all of that stuff instantly.
spk_0
And that whatever tool you're using that, especially for field sales, it has to be the barrier needs to be so low.
spk_0
So just call out like LMS a little bit.
spk_0
They're really popular, you know, and articulate is a really common LMS tool.
spk_0
And it's great for building these really cool high end super robust training experiences, right?
spk_0
We've all seen one of those like corporate training experiences, except that you can't share like 2.4 outline to another wrap really quickly, right?
spk_0
It's all this one size fits all thing.
spk_0
And I'm a big believer that the training tools should feel more like a Spotify or like a social media.
spk_0
It should be easy and tight and like little tidbits of information.
spk_0
So you mentioned AI as part of it. I like to talk about AI whenever we can now because it's not emerging. It's here.
spk_0
You said that's some of the stuff you're doing.
spk_0
What's the role of that? I'm going to guess it's going to help you have more insight so you can have more influence. It's not just like giving you the data. The data is available.
spk_0
This is going to probably be how we as leaders move away from spreadsheets and we get into having influence.
spk_0
Yes, yes, let's talk about that. So we talked about that for a minute.
spk_0
We were talking about this.
spk_0
There, I'm seeing a lot of emerging tools and trends around this ability not to make AI less make us less human as a leader, but more human.
spk_0
Okay. I think people think that they think they think AI and they think like robotic like robot, right?
spk_0
There's actually so much opportunity for us to get back so much of our time as leaders to be able to talk to reps with more meaningfully.
spk_0
So I'll just give you an example. One of our products actually it's a product we built for vector for cut co.
spk_0
Every sales rep, every sales manager can click on a profile for a rep and within half a millise or half a second it builds a book report of everything about that rep.
spk_0
Everything, all their all their upcoming demos, their previous demos, their sales history, all of that.
spk_0
And then and then gives it to an AI so that you can ask questions about the rep.
spk_0
And it puts all of the information about that rep like right on your notes, right? Like it makes it so easy.
spk_0
And the future soon future is you're driving along just picture this you're driving along as a sales leader.
spk_0
You have in 10 minutes you have a call with one of your best reps and you're you have your chief of staff that is talking to you about where this rep is at and what deals are working on and what their updates have been.
spk_0
And what their closing rates have been and how many calls they've made and all of that and you're not spending any time on dashboards.
spk_0
Okay, you're just getting it right to you.
spk_0
Okay, and then when you show up on a call, you're not you can confidently speak to where that rep is at and you can spend more time having human conversations about what you mentioned when we initially talk with just like the motivation and the relationships and what drives that rep personally rather than just trying to be like, oh, okay.
spk_0
So tell me how your sales calls.
spk_0
You know, like forget about that. Let's just focus on I know where you're at. Let's just talk about the things that really drive you.
spk_0
Hey, this is awesome. And we're we're almost at a time. So let's shift gears for a second. I want to do two things. I want to first.
spk_0
How do people get more of you? Like, how do they find who you are or connect what you're doing? You're getting access to your resources or just learn more about, about Steven or about your company? Like, how do people get more of you?
spk_0
Yeah, so obviously convey your calm at c o n b e y o u r dot com. We have tons of resources on there.
spk_0
Our YouTube channels awesome. I put out a lot of a lot of shorts and content. That's just, you know, again, YouTube dot com.
spk_0
Forse less convey your and we'll take those links and we'll put them in the show notes to make it really easy for people to find you.
spk_0
Mm hmm.
spk_0
And LinkedIn. Are you on there too? Yeah, I'm definitely on LinkedIn. I post a little bit less on LinkedIn. But I put out a lot of shorts on YouTube.
spk_0
And a lot of content from podcasts like this that I think really people, but if you people want to check out our resources, we have tons of resources on the website.
spk_0
So, all right, so we got like three minutes left. No, we've done that. I want to give you the mic. And I just want to shut up. But I want to have like about two or three minutes of Stephen Ryan unplugged.
spk_0
Okay. I'm a guitar player. I love the old MTV unplugged watching.
spk_0
Yeah, I never guys like that. Okay. Yeah.
spk_0
Um, I want to just give the mic back to you and just give you a chance to put a cherry on top. Like put a put a bow on top of this gift that you've just given everyone for the last 40 some odd minutes.
spk_0
Any final thoughts around this idea of how do we amplify our influences a leader and I don't care where you take it.
spk_0
I don't care if it's around this belief or or this influence or modeling awesomeness or how we are humanizing or creating more connection.
spk_0
I don't care, but you're an expert at this. We got a lot of people who know that as good as we may be, we always need to try to get better as someone who does this every single day and gets hired by the best in the business to do it better than they could do it themselves.
spk_0
What are some final thoughts around how leaders might do this final thoughts. I mean, I always want to do with people in sales and sales leadership is to just actually believe in their practice of sales outside of sales.
spk_0
So what I mean by that is that what's that mean. So what I mean is, you know, we've learned this craft of, you know, how to how to how to get people to believe in something, how to get people to buy in on something, how to communicate well, how to help.
spk_0
Ultimately, that's what we're doing at scales helping and how to have empathy, you know, like all of these things, right. It's, it's, they're amazing skills.
spk_0
And then they get lost very easily in the opposite side of the business when it comes to recruiting and onboarding and training. They just get lost.
spk_0
And it's like, it's like, no, I'm sorry. No, no, no, we don't want this. These wonderful skills brought, you know, I'm not trying to throw the, you know, throw these HR people onto the bus, but like these things need to get influence.
spk_0
They need to go into our processes more processes more. We need to think in the process of a rep experience with more empathy and more like a customer.
spk_0
So if you just looked, you just didn't audit and you said, how much energy and effort are we putting into onboarding, you know, recruiting and onboarding and training new reps as we do like the first 90 days of a customer.
spk_0
Okay, because we're spending money trying to get these reps to do well and we're, there's a cost per recruit just like there's cost per customer.
spk_0
So why don't we treat it like a sales experience? Why don't we treat it like a customer experience? And there's sometimes I'll just, you know, I'm almost done with my unplugged, but there's a little bit of a
spk_0
little bit of a chip on the shoulder experience sometimes with with leadership, which is, you know, when I was, when I was getting into it, I had to cut my teeth. I didn't have all of this, all of these amazing tools, these millennials with their, they need, you know, they're, they're so, they need us to have empathy and all this stuff.
spk_0
I was like, well, okay, fine, you can live in that paradigm, but the top talent is going other places where onboarding is done well.
spk_0
Okay, and it can be a competitive edge if you, if you treat it like a sales experience like a sales funnel.
spk_0
Boom, love it. Stephen, that time went fast. I knew it would. It won't even faster than I thought. I feel like we only scratched the surface and there's so much more I really wanted to get into this concept of ever boarding and why that matters.
spk_0
And so I'm going to put that in everybody's minds as we leave. It's not just onboarding. We, it's like your smoker, my trigger smoker where you set it and forget it.
spk_0
We've got to always be keeping them ready, always be stoking the fire of belief into our listeners. His name is Stephen Ryan.
spk_0
He's doing amazing work, creating belief, creating readiness, creating competitive advantage. I think that's how I would take your unplugged and say, you know, maybe one of your most
spk_0
defensible competitive advantages is how you get your members of your team ready to step out and have those conversations with the highest level of belief and with the highest level of excitement with the highest level of enthusiasm.
spk_0
Why will finish where we started sales is a transfer of enthusiasm. And if they don't believe that they can do it, they're going to struggle and you're going to have a revolving door.
spk_0
So Stephen, thank you for sharing your insights. Thank you for joining us and on behalf of 60,000 people around the world. I wish you nothing but wild success in the future. Thank you.
spk_0
Thank you, Rob.
spk_0
Hey everyone, welcome to another so what portion of the sales leadership podcast where we break down that interview and we ask ourselves, why did that conversation even matter?
spk_0
But first, you know this episode is brought to you by sales leadership United. Listen, I don't care how new a leader you are or how seasonally you are.
spk_0
We all have a responsibility to keep growing. That's what we talked about today. Ever boarding. Always growing. Continually learning.
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spk_0
Now let's get back to this combo Stephen. One of the things that elite leaders always do is our hunting for talent always.
spk_0
The chasing always. And what comes along with that is on boarding creating readiness. This concept of onboarding and how fast can you get people customer ready has been around for a long time.
spk_0
And the best leaders in the world they don't leave that to chance. And too many people just offload that to another person or another department.
spk_0
I just have found the better you are the less willing you are to let someone else own that for you.
spk_0
I can't tell you how often I get told by sales leaders that they send a new hire off to LMV for the quote unquote onboarding.
spk_0
When they get their person back they aren't customer ready and they still got to teach them how to do everything on their own so they can get it right.
spk_0
Now they really got what how to use the CRM how to use our call tools how to use the tools of the trade not necessarily how to be ready for a customer.
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There's a huge difference in that. I hear it all the time. So when Stephen and I talked about creating readiness I was interested.
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But when he shared with me this concept of ever boarding I knew his message was so important that I had to have every listener hear it.
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Listen I'm boarding isn't what an elite leader does. Ever boarding that's way more in line with what an elite leader does. So I want you to write that down. Write down ever boarding.
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Marinate on it think about it because I think you'll very quickly realize that as soon as you stop growing even or death mode.
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Now there's a quote that I've heard attributed to Charles Schwab. It goes something like this he said companies are like people companies that grow live but companies that don't grow die and that people are the same you know once a company once a person and leaves growth mode they've entered death mode and the sooner than a company realizes that the more successful they'll be.
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And so I believe that staying in growth mode is a choice. So as a leader I want you to ask yourself how am I building a culture of ever boarding how am I making continuous ongoing growth something that defines you as a leader because if you're doing it as a leader you've earned the right to help the members of your team do it as team members.
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So how do you have that growth commitment be something that defines you as a leader but also defines your team because as the world changes markets change and our ability to be successful is always going to come down to how well we adapt and change and ultimately it's going to come down to our belief and where we fit and in our readiness.
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I have found that there are three levels of belief the first is a belief in the mission of your organization you must believe in the mission of what you do second you got to believe in the company I'm talking about the product and I'm talking about the people you must believe that you do it better or you do it different in ways that matter I've learned the first sale always has to be the sale that happens in the heart in the mind of the salesperson period and the story.
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But the third level that's the most important one that's the most difficult one this one is belief in you the person that you got the chops to make it happen that you are able to get it done that you can handle everything that needs to be handled that you are up to the challenge and that belief that's something that's got to be reinforced and nurtured over time you have to stay engaged you got to make sure you're doing the things to stay relevant and that's why I really bought into Stevens concept of belief building camp.
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Every boarding will help you belief building campaigns done correctly will build belief on all three of those levels mission team slash product itself that's going to be a game changer for you because you'll have the belief that the mission matters that we solve problems or solving that the juices worth the squeeze second that belief in their colleagues and then the way they go to market that they're doing their customers and their prospects a solid by bringing their solution to the mission.
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I can't tell you how many times the performance coach when I've seen someone disengage from the belief side. I say I just can't in good conscience sell this to my contacts anymore because I don't want to feel like I sold or build goods or let them down like that's a big big deal you have to have that be rock solid.
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But that third one that's the one that's most elusive it's the one that can take the longest to create and it can go away the fastest because there's going to be times that members of your team will need shared belief and that's going to come from you their leader that you believe in them that you bet on them every single time that they are the person that can get it done listen there's an old saying I don't know where it comes from I have no idea who said it first I've heard it a lot of different times.
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And it's one that maybe you've heard it's a sales is the transfer of enthusiasm I'll say it again sales is the transfer of enthusiasm I believe that I think that's true and if sales really is the transfer of enthusiasm that here's the Rob Jepsen corollary that I do think I I I never heard anybody said so this one I think is an original to me.
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If sales is the transfer of enthusiasm then leadership is the transfer of belief that transfer of the belief in the mission transfer of belief in the team and the product and above all most of all transfer in the belief of them self listen I love this conversation with Stephen all of it go back and listen to it because you're going to be a better leader if you implement the things Stephen shares but if you get only one thing from this episode it's this.
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Go build belief it's contagious it will do things for the members of your team that nothing else can so Stephen thank you so much for joining me today I appreciate you thank you for your insights and your fantastic approach to leadership
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ever boarding us something that I think is pure genius congrats to you on your massive success and on behalf of nearly 60,000 meters worldwide I appreciate you sharing an hour of your time and some incredible insights I love your approach to creating readiness and belief and I know that the people who use your concepts will have disproportionately higher levels of success I hope we get thousands of leaders who rethink how they build belief as a result of this conversation
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and I can't wait to put some of this in sales leadership united your insights are going to help a lot of great leaders become even better
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listen I hope every one of you listeners uses the links in the show notes to connect with Stephen hit him up reach out tap into his resources he's someone that's going to help you lead better and you'll be glad to be connected to him
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and then be sure to check out sales leadership united we got a lot of stuff in there on belief we got a lot of stuff that will help you in relation to what Stephen talked about today
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there will be plenty of things that will help you in your own personal belief building campaigns
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finally I want to thank each of you our listeners the greatest compliment you give is when you share the show with those you work with
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please introduce your colleagues and your members of your team to the sales leadership podcast leave us a review on iTunes you can support the show by support by checking out sales leadership united
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check out sales leadership united dot com I think you'll be glad you did thank you for your ongoing support of our podcast
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our job is leaders just to create life changing years for the people we lead so if you like this message share it with the people who need to hear it
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and then get after it because life is short you got no guarantee of what comes tomorrow so maximize what you do today
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be elite live strong and chase your passions and don't ever forget to do your best work so you can live your best life
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and as always remember you got this and I got you here's to a terrific week
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thank you so much for joining the sales leadership podcast the award winning sales leadership podcast for those sales leaders looking to create legendary impact to those they lead
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the greatest compliment you can give is to share this show and any of your favorite episodes with your fellow sales leaders social media followers or other communities you're part of
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the sales leadership podcast is brought to you by the jepson performance group if you want to discuss any of the topics discussed on the show
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want to level up your leadership impact discuss executive coaching services or even include me at an upcoming event
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hit me up at rob at jet PG dot com that's rob at JEP PG dot com and to those of you working to become a legendary sales leader
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I salute you and wish you much success on your journey whenever you need someone in your corner you know where to find me
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Topics Covered
Sales Leadership Podcast
customer ready teams
ongoing readiness
Sales Leadership United
belief in sales
onboarding expert
high performing sales reps
micro learning
behavioral psychology in sales
everboarding
leadership success
sales funnel
Stephen Ryan
recruiting and training sales teams
creating belief in leadership