Introduction
If you’re a founder looking to boost your sales this year, pay attention. I’m breaking down the eight common sales scaling mistakes you must avoid. These are crucial if you want to shift from founder-led sales to a system that predictably books and closes appointments.
1. Hiring Sales Reps Too Soon
Hiring sales reps too soon can drain your budget. They won’t close deals at your rate, and you’ll spend on appointment bookings and new leads. Ensure you have about four months of marketing expenses on hand before hiring, so you’re not panicking if things don’t go as planned. Aim for reps to hit a 20% closing rate after 30 live calls.
2. Lack of Systems
You need strong systems to track where sales are won or lost. Proper systems help diagnose issues and set KPIs. For example, a 20% closing rate on 30 calls is a measurable target. Without these, hiring a sales rep is premature.
3. Demotivated Team
A poorly managed sales team can drag down morale and performance. Hiring a sales team is a big deal. If the team isn’t motivated, it affects the entire company. Your passion and leadership set the tone for the team’s success.
4. Blurry Ideal Customer Profile (ICP)
If you’re not clear on your ICP, your marketing efforts will falter. Knowing who you serve, why you serve them, and what they care about is crucial. Start with one niche, one industry, one title. This clarity helps in crafting targeted messaging and offers.
5. Lackluster Follow-Up
Effective follow-up is vital. It often takes 8-12 attempts to get a prospect back into the sales process. Some of my partners have made up to 22 calls just to book an initial appointment. Ensure your follow-up process is robust before scaling.
6. Focusing on Product Features
Many founders, especially in SaaS and tech, get bogged down in product features. Instead, sell the dream and the outcome. Highlight what the customer will achieve, not just the features. This approach aligns with what the customer values and is willing to pay for.
7. Lack of Reliable Appointment Booking
You need a consistent way to book appointments, whether through outbound, paid media, or referrals. My preference is outbound first—LinkedIn, Twitter, Instagram, cold emailing, and calling. Paid media is excellent but can quickly burn through your budget if not properly tested.
8. Founder Burnout
Founders are pulled in many directions. Lead generation shouldn’t be one of them. Once you have good messaging and offers, build a team to handle the outreach and appointment booking. This delegation prevents burnout and keeps you focused on high-impact activities.
Building Your Sales Process
Here’s what 2024 should look like for you:
- Get Clear on Your ICP: Know who you serve and why.
- Establish Outbound Channels: Get consistent results from LinkedIn, Instagram, or cold emailing before diving into paid media.
- Create Engaging Content: Address fears, objections, and showcase outcomes. Use social media, lead magnets, and webinars to build trust.
- Systemize Your Approach: Have a process that predictably books appointments and closes deals.
Conclusion
Make sure you have four months of marketing expenses in the bank, a 30% closing rate from cold traffic, and a consistent appointment booking system. Once these are in place, you’re ready to hire and scale.
I hope this helps you avoid these common mistakes and scale your sales effectively. If you have any questions, drop them in the comments. I review every single comment and respond as quickly as possible. Now, let’s go close some deals!
