The Lucky Titan

Transitioning from Selling Owner to CEO With Shawn Channell

July 02, 2021 Josh Tapp
The Lucky Titan
Transitioning from Selling Owner to CEO With Shawn Channell
Chapters
The Lucky Titan
Transitioning from Selling Owner to CEO With Shawn Channell
Jul 02, 2021
Josh Tapp

Shawn Channell spent a decade struggling to create a career in sales. First as a Realtor, then multiple stints selling cars, and even as a door-to-door salesperson he faced thousands of rejections, disappointing results, and years of barely making enough money to survive.
At that pivotal moment when he was ready to walk away and pursue a different career path something clicked. The approach he had been taking was backward. It was all about his product, his service, and his company. It didn’t necessarily align with what the customer wanted; their challenges, objectives, and goals.For the past fifteen years, Shawn has been coaching, developing, and training salespeople and sales leaders to produce results. His salespeople have become six-figure earners and some of the top professionals in their sales positions. Many have gone on to become top-level sales leaders. The sales leaders he partners with acquire a strategic approach to lead, coach, and develop their sales teams on a completely new level. Their teams consistently hit goals and grow their sales results.
Today he helps companies build and develop their sales organizations. Just Launch partners with clients to move from 0-2 salespeople to full sales teams with the primary objective of building a productive, scalable sales organization so small business owners can transition out of the sales role and focus on running and growing their business. 

website: https://just-launch.com
FB: https://facebook.com/justlaunch321
LinkedIn JL: https://www.linkedin.com/company/just-launch-media

Show Notes Transcript

Shawn Channell spent a decade struggling to create a career in sales. First as a Realtor, then multiple stints selling cars, and even as a door-to-door salesperson he faced thousands of rejections, disappointing results, and years of barely making enough money to survive.
At that pivotal moment when he was ready to walk away and pursue a different career path something clicked. The approach he had been taking was backward. It was all about his product, his service, and his company. It didn’t necessarily align with what the customer wanted; their challenges, objectives, and goals.For the past fifteen years, Shawn has been coaching, developing, and training salespeople and sales leaders to produce results. His salespeople have become six-figure earners and some of the top professionals in their sales positions. Many have gone on to become top-level sales leaders. The sales leaders he partners with acquire a strategic approach to lead, coach, and develop their sales teams on a completely new level. Their teams consistently hit goals and grow their sales results.
Today he helps companies build and develop their sales organizations. Just Launch partners with clients to move from 0-2 salespeople to full sales teams with the primary objective of building a productive, scalable sales organization so small business owners can transition out of the sales role and focus on running and growing their business. 

website: https://just-launch.com
FB: https://facebook.com/justlaunch321
LinkedIn JL: https://www.linkedin.com/company/just-launch-media

Josh: What is up everybody, Josh Tapp here again and welcome back to the lucky Titan, today, we're here with Shawn Channell so excited to have him here, I mean, this guy is a sales master and helping people, not just the companies, but also the sales people to learn how to sell effectively, this guy has helped many, many businesses and many, many sales people to actually match up and grow their businesses through effective selling and what I liked about his methodology, is he's not just teaching them how to close sales. He's talking about how to hit to hunt the sale, and actually generate sales, what I would call the correct way. So Shawn, I'm excited to have you here today. If you say what's up to everybody, and we'll hop in.

Shawn: Yeah. Thanks, Josh. Hello, everyone excited to be on the show.

Josh: Yeah, I appreciate it. Man. excited to have you here. So my first question for you today, Sean, really has to do with your approach and your methodology to to sales, because like I just mentioned there in the intro is that the problem we've run into as hiring salesmen into our company is that they come in and they expect us to just provide leads all day, and they want to be a closer and it might well, if I wanted that I could hire somebody in the Philippines to close, right, because it's like a three questions, take their credit card, and you're done but it's that constant trade between good leads good salesperson so where do you kind of sit on that spectrum?

Shawn: Yeah, I mean, I've been doing sales now for 20 plus years, and I've worked in models where I was provided with the leads and to be honest with you, I never found those leads, I saw two things happen most people got frustrated with the quality of leads that they got from their marketing departments, from their, you know, referrals, etc and typically, people got so hung up on the quality of the leads that they very rarely found success because they're focused on, you know, this isn't good enough and then the people that I worked with, who were like, you know, thanks, I'll give this person a call, follow up on this lead, but I'm gonna go find my own leads, I'm gonna go find my own individuals, those are the people that generally found success and so, you know, as I learned what it took for me to be successful, I tried kind of both sides of that, and ultimately found out that I just had to put the work in, like, I need to go out and find the prospects, I need to make those cold calls, I need to make those connections on LinkedIn, I need to use my network, but I need to be the one doing the work. Otherwise, the results are never going to be there for me and so I'm a big believer that if you're going to find success in sales, you have to be responsible for building your own funnel, you have to be responsible for building your own network, and you have to be responsible for following that sales progression from start to finish 

Josh: and I love that the reason why is because for my company, I've done that for my own company as the owner, right and, and the sales so much easier, because we've taken them all the way through that relationship and people will say, Oh, it's because you're the owner of the company, people want to buy it and I disagree, I completely disagree, I think has everything to do with I just became their friend and that's what I love about your methodology is like, generate that relationship from cold outreach to best friend, offering them a solution to a big problem, I yeah, love that you're speaking, speaking to my my heart here, man. So let me ask you a little bit though, Shawn, about kind of your methodology on how to accomplish sales because most of the people listening to this, they're probably do trying to do their own sales as well and it's pretty hard to outsource sales until you've at least closed a couple of them yourself so how do you recommend people generate those sales and and actually close the deal?

Shawn: Well, I mean, I think it's always good to get some some training or coaching, if it's possible. You know, one of the things that I'm working on is an online sales training, so that I can provide that to more people, right, most not everyone has the option to sit through a sales training, you know, with a person and so I think that's, you know, something that's important. But beyond that, you know, I had to get back into a active sales role here. You know, well, March of last year, when everything changed, you know, my business became my priority. You know, I left the corporate world, through the pandemic and so that meant I had to build a business and which meant I had to start prospecting, I had to start making cold calls and emails, but I started with a network so I started with the people who I knew who had worked with me from previous, you know, careers, companies, I started with them and just reached out saying, here's what I'm doing and You know, through that I got contacts, I got, you know, quote unquote, leads, which led to some opportunities, which then you know, potentially the more opportunities so if you're just starting out, you, you know, you look at, okay, if this is what I'm selling, who do I know that might be a good market for it and whether that individual purchases or whether they just point you in a different direction, it gives you that practical experience, and an opportunity to start learning and refining your approach and that's where I think you got to spend investment time is, who do I say, now? What do I who do I talk to about? What do I say when I talk to those people?

Josh: And I feel like the problem is there's no like, cookie cutter approach to it, is there. I mean, it's very custom to the type of business that you're building, is that correct?

Shawn: It is. And, you know, one of the challenges that I see with a lot of the traditional sales trainings out there is they're either scripted, which just doesn't work for most individuals, normal scenarios, or the sales people are so talented, that are doing the trainings, they actually haven't had to break down the process to someone who's not good at sales. You know, they start at a, you know, they're 70% of the way there, and they're really teaching you the last 30% on how to become great. Well, most of us don't have that first 70% and I spent eight years as a salesperson failing and I mean, when I say failing, we I failed, car sales, real estate, door to door, I failed and so I learned through all those different, you know, trainings, and courses and books and everything that I was doing to become good, I had to really start from scratch and take little nuggets and build a methodology step by step. What that gave me was options as well and so depending on the scenario, depending on the client, depending on him saying, there's a methodology behind it but it's fluid, I don't know whether I'm going to save this within the first 30 seconds, or the last 30 minutes and it doesn't matter. I know, if and when it comes up, I'm prepared but I'm not trying to dictate the order of the conversation. You know, why I got away from trying to sell, it made such a big difference for me.

Josh: Right, because it didn't make you feel sleazy, it made you focus on us become friends, right?

Shawn: Yeah, and that mentality is big. You know, one of the first sales jobs I had was actually the second was working for a car dealership and we're talking the old school, you know, these guys were second third generation car salesman. You know, like, you didn't let people leave a lot and that mentality meant you did everything possible to close that deal and I struggle with that one is not part of my nature, like I've just it's felt dishonest, it felt sleazy, it felt like all the cliches that all the reasons people dislike salespeople, they these guys were that example but it also made me feel like a failure every time I feel the close, like, and so then you start to you get I got beat up by the sales manager, I felt bad because the person walked off the lot and that starts to chip away at your confidence and then next thing you know, you're not as confident. So you're not closing as many sales, which then leads to more grading so that whole cycle becomes really bad as far as the culture and organization, especially when you're working with less experienced salespeople and it almost made me leave, in fact, I did leave the sales business, it was planned, I was going to college and so I left parties I took the sales job was to make some money before I went to school, but I had to take I took a four year break to go to college after that car sales gig and it took a lot for me to go back into it.

Josh: I bet. Yeah, everybody seems to have a bad taste in their mouth because of that, I have a good friend of mine, he's the most amazing people person I have ever met and he recently just took a job as an internet sales guy for his first sales job and man alive, that's probably one of the worst places to go, he just struggled and had a hard time, I was just laughing the whole time, I'm like they are wasting his talents because they're giving him scripts, making them do all these crazy follow ups doing all these things where I mean, the guy could sell me on anything just because he's so flamboyant and wants to be their friend, you know, so I'm trying to get him to transition to b2b sales because I might love it much better you just become friends. But it's sad to watch that happen, you know, over and over again that people just missing out on the value of sales and, and for a lot of people who are wanting to be entrepreneur it's like the fastest way to get to the entrepreneurial route. If you come to somebody and say, Hey, I'll sell your stuff for a good commission, almost everybody will say yes because what do they have to lose you know?

Shawn: Yeah, absolutely. And, you know, it's one of the reasons. You know, when I got into sales, I didn't think about becoming a sales leader or a sales trainer but you're right, it's such an amazing profession, if you can find success at it and one of the things that kept me going is it's kept me in this industry for so long is, you know, when when you teach someone how to become good at sales, you're doing a couple of things for one is you're giving them a profession that they can have their entire life, there always be sales always be sales people and if you're good at it, you will always have a job, you might become a you might work for my close down, I mean, you might need to move, there's things that happen but you will always be able to find a job, you'll always have a career and one that if you're good at it can be pretty profitable, you know, you can make a good living as a salesperson but the bigger thing, the more valuable thing to me is, we don't realize how much good salesmen sales is about communication and if you become professional communication, that trickles outside of the sales room, that makes you a better leader, and makes you a better spouse, that makes you a better friend makes you a better parent and so I start watching the sales people I was working with just uplevel their lives, right? It wasn't just their sales careers that were bringing in more money for him, it was the relationships they were having outside of work, because they were better at communicating, or better listening, or better, showing ideas and thoughts, you know, understanding the importance of value from the other person's perspective, all these things and it's such an amazing thing that we don't think about, we have such as bad perception of salespeople and when really, if all of us were taught sales, especially early on, the world will be a vastly different place and I think we'd all be a lot happier.

Josh: Yeah, I completely agree. I mean, it's, it's funny, because everybody gets so caught up in the hype of the sales when when in reality, it's it's a lifestyle, you know, it's a it's a lifestyle of being a good person and the best sales people you'll meet will be that way and they live great lifestyles a lot of them just end up becoming entrepreneurs and selling their own stuff, that's kind of the sad truth of it you know, you miss out on a lot of great salespeople, because they're, they're killing on their own business right, yeah. Well, let me ask you this, Shawn, I'm going to give everybody kind of a scenario here, you know, for us, where we're sitting at, I'm really still really the only salesperson you know, we have here there will have a salesperson hop in, but it never really has succeeded well for us and so I'm the main driver for our business, which I know is a problem but what would you recommend to somebody like me, who's trying all these different salesperson people, what would you recommend as a new sales process or in order to, to bring in sales people who can actually close deals?

Shawn: Yeah, well, I think you mentioned one of the key phrases is the process, you know, I work with a lot of companies to help them do exactly this, build out their sales organization and one of the first things that we do is we identify what their process looks like and your same boat, as most of those people I work with is, the sales person is the owner and they're like, Okay, well, this is, you know, this is who I call, this is how I want to talk to them about, but they've never defined that and, in fact, prior to this conversation, I hopped off the phone with a client, and we were going through a playbook where we've laid out their sales process from A to Z and that is the foundation for their sales organization, it doesn't get to the level of here's what you see on a phone call, but it does talk about this is, you know, day one, we make this call on day two, we make this call and day four, we make this call and so you really build out that cadence that process so you have something that is a foundation, you know, as with any aspect, your business, if it's done on the fly, if it's, you know, inconsistent if it doesn't have a true process behind it, It's just not scalable and sales, you know, there's such an art to it, we don't necessarily think about the process behind that art but there is very much a process and so the first step is identify the process, what does it look like then, what's challenging for a lot of entrepreneurs or good salespeople even is teaching that or training that to somebody else. And you know, as entrepreneurs, we're very passionate about our companies. We're very passionate about our products or services you bring somebody on board, they may have some of that passion, but they're not typically don't have as much Passion, nor do they need to, if they understand the process, if they're, you know, motivated, properly through, you know, potentially compensation or leadership, etc. So it's first step is identify your process and second step is become proficient at training someone to do what you do ad the alternative to that is to then bring somebody on board like myself who can help do that for you.

Josh: Right, save you the time and the headache of doing it 400 hours of work.

Shawn: And you know Josh I mean, every part of my business, I've had to look at and say, is this something that's worth me learning and doing myself or is it something that's worth better be outsourced right, this isn't limited to sales, it's not limited any piece, right? There's just things we're good at, in running our companies, that makes sense for us to become good at or better a there's other aspects that, you know, if we're really going to grow and scale like we want to, we have to hire smells to do that, well, there's the accounting aspect, the marketing aspect, the sales aspect, or the training aspect,

Josh: right and I love that, sometimes it's nice to just get a fresh pair of eyes from the outside as well to say, well, objectively, if I were selling this type of product, this is how I would do it and that's that's for us is very, very helpful instead of having to try and figure out yourself, you know, because usually you're giving somebody a broken process as well, you know, and that's, that's been our problem is I'm handing them something that I'm like, well, is ideally what it should look like, but I deviate from this every single sales call yeah. So I mean, that's always been a difficulty for us so I want to ask you this, Shawn, because it just kind of dovetail into this. Where can people get connected with you if they're looking for to bring in sales people, or maybe they're looking to start a career in sales?

Shawn: Yeah. So our website is probably the easiest way, which is just type and launch, you can also go to justlaunchandtraining, all one word and .com on both of those, and connect with us. Honestly, a lot of my connections, a lot of my conversations start with LinkedIn. So Shawn channel out there just launched has its own LinkedIn profile as well. So you know, I think from a networking standpoint, and a sales standpoint, LinkedIn is a powerful tool for all of us business owners, etc. So it makes a lot of connections that way, I

Josh: love it. So it's just-launch.com. So make sure you go check that out everybody will also link up his LinkedIn here in the description as well, so you can get access to him and Shawn I want to ask you one final question before signing off here. So if you could give one final parting piece of guidance to our audience, what would that be?

Shawn: embrace sales, you know, embrace it, embrace becoming a good communicator and one of the key components that I train and teach is that sales isn't just about what you say. In fact, a lot of times, it's more about what you hear and listening is the key component to becoming proficient at sales because if I don't understand you, what your wants, what your needs, what your goals are, then I'm really just throwing stuff at the wall and hoping that it sticks and a lot of salespeople, a lot of marketing approaches are that way, throw anything out there, and then hope that something resonates but if I really take the time to get to understand you, your company, your wants, your needs, then if there's some value I can bring to the table, I'll know that which value that is and communicate that with you and if there's not, then I should probably just walk away and I think that again, translates into every aspect of life. You know, my personal issues I want to know, you know, what's important to do or values alive, right? I mean, it's not alone on everything. But is there some way that we can connect and if not, well, then why try, you know, why make the effort and waste each other's time but if I just listened to you, and I understand you, and I look to get to know you, more often than not, I'll find a way to connect with you and if we all look for more ways to connect with people, then our personalized as well as our business lives are going to thrive and then we're all going to grow and we're all going to be that much more fulfilled and so you know, using the right communication tools is such a valuable piece of life.