Market Dominance Guys

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Would it help if I perform a Haka before my cold calls?

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By any measure, you can confidently claim that the New Zealand All Blacks rugby team is the world’s most successful team in the world. Famed for starting any game with their intimidating black jerseys and dramatic and culturally symbolic Haka – which is a traditional, Maori warrior challenge to the playing opposition, they have amassed a track record that is truly unequaled by any other sporting team. In more than a century of playing – they started in 1903 - the All Blacks have won almost 75% of their 580 plus matches in history. It is often said that the All Blacks remember their defeats more than their victories!

They accomplish this domination despite New Zealand having a population of only about 4 1/2 million people with their financial and player resources being dwarfed by the likes of other nations who compete at a high level like England, France, Australia, and South Africa. 

They truly punch above their weight class and make every match, every player, and every training session count.  

And just to show you that domination in your market does not have to equate to inflated egos or the proverbial “spiking of the football,” the All Blacks continue to enjoy enormous global success with their grounded sense of humility and character. And one of the most dramatic illustrations of this was at the end of the 2015 rugby world cup when New Zealand soundly beat Australia. At the end of the match Sonny Bill Williams, one of the All Blacks best players, gave his winning gold medal to a young boy named Charlie Line. Charlie had snuck onto the field at the end of the match to celebrate and was soon swarmed by security guards. Feeling sympathy young fan, Sonny stepped in and promptly gave his hard-earned medal to young Charlie - a kid he had never met before. He later said, 'Rather than have the medal hanging up and collecting dust at home, it’s going to be hanging around that young fella’s neck and he can tell that story for a long time to come!” The players on his market-dominant team are driven not to become merely a good All Black but a GREAT All Black. 

And in this week’s episode of the Market Dominance Guys, Connect and Sell’s broken down version of their own Sonny Bill Williams, my co-host Chris Beall, takes us on a logic filled journey of how Market Domination happens on an exponential level...and NOT in a linear fashion. The All Blacks clearly recruited, trained, and play their competition in exactly such a manner and it has shown results for 116 years. 

So welcome to the Market Dominance Guys and this week’s episode entitled, “Would it help if I perform a Haka before my cold calls?"


ConnectAndSell. ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com  

Uncommon Pro - Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.

You only live once, but you get to serve twice.

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Federer, Nadal, Serena, Martina, McEnroe, Borg, Court, Navratilova…a roster of some of the best tennis players the world has ever known. 

But add one more name…Esther Vergeer to that list. Because she may actually be the most dominant and successful tennis player that you have never heard of. She won 148 career titles, 48 Grand Slam titles in singles and doubles, 23 year-end championships and seven gold medals. 

And she did it from a wheelchair. 

Esther Vergeer has used a wheelchair since she was 8, when an operation to correct hemorrhaging around her spinal cord left her paraplegic. So she took up tennis and shortly began to string together a list of titles that would be the envy of the tennis and sports world. 

From 2003 till retiring in 2013, Esther didn’t lose a single game. Not even one bad day. In these ten years, she had won 120 consecutive tournaments that amounted to 470 consecutive matches. And over the course of all these matches, she lost only 18 sets and was pushed to a match point only once.

Richard Krajicek, the 1996 Wimbledon champion, called her "perhaps the most successful sportsperson of all time." And with a record like hers, it’s tough to disagree. 

And surviving in your market…especially in today’s uncertain and volatile markets with the world’s challenges of the coronavirus means taking a lesson from Esther on how she approached her training…and why she thrived and won. 

It’s not about the 10X rule or playing full-tilt…it’s simply about 1%. 

Can you be 1% better than the market, your competition, and yourself? 

In this week’s episode of the Market Dominance Guys, Chris takes on through the math of this 1% and all the preparation, thoughts, and rationale behind some of the shots you need to take to survive and thrive in today’s business climate.  From a defensive lob to buy time, to a blistering cross-court forehand, there’s a shot for every situation. And dominance, as Esther knows very well, doesn’t start with doubling your competitor’s headcount or raising 5X the capital, it starts with focusing on the simple 1%. That approach – with math on your side – is more than enough. 

So welcome to the Market Dominance Guys and this week’s episode entitled, “You only live once, but you get to serve twice.”

 


The Market Dominance Guys are produced and sponsored by:

ConnectAndSell. ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com

Uncommon Pro - Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.

The Rise and Fall of the Sales Empire

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The earliest civilizations on earth developed between 4000 and 3000 BC when the rise of agriculture and trade allowed people to have surplus food and economic stability. Many people no longer had to practice farming which allowed for a diverse array of professions and interests to flourish in a relatively confined geographic area. The use of fire, the advent of the wheel, learning to domesticate animals, and come up with this cool thing to record progress called writing, all of these became milestones as we climbed the “civilization tree. 

Later, in the colonial rush in the mid 16th century, the Western Europeans brought even newer technologies, ideas, plants, and animals that were new to the Americas and would transform peoples' lives – some not necessarily for the better: Things such as guns, iron tools, and weapons; But also Christianity and Roman law; sugarcane and wheat; horses and cattle all became hallmarks of a “civilized” society. 

But what about our sales profession? Can you say that Sales has tracked at the same arc as the rest of civilizations trademarks? After all, one can argue that our craft of sales hasn’t changed much in the past few thousand years. As our Market Dominance Sales historian, Chris Beall is fond of reminding us, Sales used to be an interaction among strangers at the crossroads between two people who likely would never see each other again. One may get miles away from the city after interacting with a salesperson only to release that the thing that they purchased doesn’t do what the salesperson said it would. 

But there were no Amazon or Yelp reviews to post after a discouraging interaction. Only more fear and suspicion from that sales experience that, in turn, the next salesperson needed to overcome to secure a sale. 

But today, in The Market Dominance Guys laboratory, we believe that Sales does indeed have a shot at civilizing the world. How? By forcing trust and sincerity to the forefront of how humans interact and conduct commerce. And they've never been there, says Chris. Sure, we had to have all sorts of societal mechanisms things like duels – we spoke in an earlier episode about the Colt 45 Peacemaker as an indispensable tool to keep and hold politeness and honor in check. Because, simply, if you weren't polite to another man, then you'd be challenged to a duel. And if you were in enough duels, the math would eventually play out that you're eventually going to be dead. 

But in the current world, we have the anti-duel - we have the internet where no one can be impolite in business for long. 

But it’s the B2B buyer who will actually challenge you to the duel in today’s world. The B2B buyer, because of their strong need to not get fired due to the information gap between buyers and sellers is motivated to get information real and true information. Nobody can (or should) ever be as educated as any salesperson simply because of the nature of specialization. But if you insult that sales prospect or you're insincere or untrustworthy or exaggerate - and you give them any reason not to trust you, they are going to “kill” you. And they have the easiest way in the world of killing you and it's got a great name: It's called ghosting. And Chris reminds us that they are not the one who becomes the ghost; YOU become the damn ghost because you're already dead to them!

So in this week’s episode of the Market Dominance Guys, we learn why we're at the cusp of true importance for the role of sales in society today and need to understand that the “game” has to move on from being a mere primitive game and instead becomes be a sincere set of human intentioned actions based on universal principles. And the most universal of these is that somebody has to actually be part of the conversation at the point of fear. And if you can generate trust out of this fear, then you win as long as you don't blow it. So grab your Rosetta stone, your flint, and welcome to this week’s episode entitled, The Rise and Fall of the Sales Empire.


The Market Dominance Guys Podcast is Presented by:

ConnectAndSell. ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com

Uncommon Pro - Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.

The first law of sales holes: If you find yourself in one, stop digging!

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The United States may stake its claim as the first country to land on the moon but Russia can boast that it is the first country to drill the 2nd deepest man-made hole ever recorded here on Earth.

Since the early 1960s, scientists have attempted to drill down to the Earth's mantle. Why the mantle? Because we’re told that scientists only have a "reasonable" understanding of what it's made from, and how it works. 

In 1970, Russia entered the race to dig. But unlike the Moon landing, Russia achieved more than the US. Over the next 20 years, a Russian team of scientists drilled down 40,230 feet into the Earth… That's 7.6 miles. The hole, known as the "Kola superdeep borehole," is only nine inches in diameter. Nearby residents around the dig have said they could hear souls screaming in hell coming from the depths as the team dug deeper and deeper. 

But the drilling – and the screaming - stopped in 1992 when the temperatures below became too hot and the drill bits quickly melted one after another. In fact, temperatures reached 356 degrees before they had to cease operations. And, despite reaching such incredible depth, Russia still never got close to the mantle.

But for those of us in the sales profession, there is still a deeper hole here on earth that we dig. Everyday. We dig it in our own cold calls. It’s called the Trust Hole and it’s truly the deepest hole on earth if we fall into it. It is truly inescapable. And we fall into it with our prospects when we say we are only going to innocently tell them why we called…and then blow past the initial trust allotment they’ve given to us, further test it, and then finally abuse it by pitching them your entire presentation. 

Vs simply building and investing the trust we have earned to get a Discovery Call.  

So in this week's episode of the Market Dominance Guys, Chris speaks of the cautionary tale that envelops us all too frequently on our cold calls. Because if you do the right thing and say the right thing on your initial cold call, you'll have some trust built in all of seven seconds. And if you do the right “next” thing, that trust will be converted to sufficient curiosity for them to take your Discovery meeting. If they are not interested in our initial pitch, the simple math of Market Dominance says to leave them alone…just come back later in your list cycle and restart the process. Don't attempt to squeeze any more from the call. Once you're out of trust, you're out of trust. There's no cash advance or check you can write to get more. Because you can never climb out of the trust hole for the rest of the relationship with that human being.

So put the hardhat on, tread lightly, and let’s start exploring this week’s episode entitled, “The first law of sales holes: "If you find yourself in one, stop digging!"


This episode is sponsored by ConnectAndSell as well as UncommonPro.

ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com

Uncommon Pro - Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.

Don’t Look Under the Bed: How to Make Fear Your Friend in Cold Calling

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Seth Godin, of Purple Cow fame, writes, “Trust and attention – these are the scarce items in a post-scarcity world.” 

I’m obviously fairly partisan on this issue but would certainly add “Fear” to his list as well. Or, specifically, how do you embrace and leverage “fear” in your systematic effort towards Market Dominance?

No one said Market Dominance would be easy. It’s diligent and deliberate…it’s a three-year marathon where one of your end goals is that you end up having discovery meetings with 60% of your market. It’s both ambitious and arduous to set a course for market dominance. But the results are irrefutable…IF your inputs are consistent. For instance, understanding that the constraint of your sales system is not headcount, sales methodology, or even price point; 

It’s the flow rate of conversations with relevant people that you have at the top of your funnel that is so commonly the real constraint to success. 

But as entrepreneurs and Sales Leaders, knowing what we need to do to fix this top of funnel constraint is often a dreadful and fear-inducing exercise. Because we know what this real constraint is called: It stirs in the bellies of sales professionals everywhere. It’s not the bogeyman, or Baba Yaga or Pennywise; it’s the “Cold Call.” This king of all top of funnel constraint leads many teams to displacement…or the simple avoidance of what truly needs to be done by doing something seemingly easier or far less friction. 

Like sending email. 

Or better yet, sending an email campaign. 

Or doing SEO, lots and lots of SEO...

Anything but jumping on the phone and talking to strangers. 

Even in our own sales community on LinkedIn, there are countless and doggedly argued threads every week where a new sales “expert” likes to wax on about the final death knell of the cold call. Or that having your reps Cold Call is a colossal waste of both capital and goodwill. 

They’ll spin compelling data about pick up rates, dial to conversion rates, and even quote rep turnover percentages to win minds to their side. Cruelly enforcing this medieval and antiquated exercise in futility must stop in our sales craft. 

Because “Fear.” Fear of employing a practice that is seen as dated. Fear of people leaving your organization. Fear of doing something that doesn’t get results. 

And mostly, though, we fear the experience of making cold calls ourselves. But if we’re committed to be Market Dominant, we'd be wise to let fear play its healthy role with our competition. Let your competitors embrace that fear and refuse to use an indispensable tool like the cold call. Fine.  

But we are also wise to let fear play its role in the cold call itself. With the prospect. Because we want to use it to create tension in a relationship that we can then resolve. 

And, according to the Van Helsing of GoToMarket strategies – my partner on the other side of this microphone, Chris Beall - the way you properly run a cold call is acknowledging you that you start from a position of fear. Because the other person is indeed afraid of you. They're afraid of you because you're an invisible stranger and an invisible stranger is the worst possible thing in the environment of evolution. Those are the people from across the river paint their faces wrong…they put a bone in their ears, instead of their nose…and maybe they even talk funny. Their drumbeats don't sound quite like yours …and you would really prefer they stay on the other side of the river where they belong. 

We have this inherent fear with invisible strangers. And when we cold-call somebody we trigger that fear and they may express that fear in “pushback.” Feelings like annoyance, anger, dismissiveness… whatever it happens to be. But when we're afraid, something interesting also happens, too; We tend not to run away. We want to get away, but instead, we put a little defense mechanism…a little squid ink, so to speak. And that’s the point where we need to embrace fear in the call. And so this episode, we learn from Chris how to properly use fear and how to ultimately turn that fear into trust…and then that trust into curiosity…and then that curiosity into real commitment. 

So turn off all the lights, light a candle, and cue the macabre organ music…This is The Market Dominance Guys and this week's episode entitled, “Don’t Look Under the Bed: How to Make Fear your Friend in Cold Calling.”

The Market Dominance Guys is Brought to You by:

ConnectAndSell. ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com  

Uncommon Pro - Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.

The Best Surfer (or Sales Rep) Out There Is The One Having The Most Fun.

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A lot goes into building a surfboard. In fact, depending on the expertise and the quality of the board, there can be upwards of 39 steps from start to finish. It’s not a fast process and takes a skilled surfer on the shaper to know what a particular board size or shape will do in the water. Take Dick Brewer, the undisputed 83-year-old grandmaster surfboard shaper from Hawaii. Dick has designed boards surfing legends all over the world…the big guys like Laird Hamilton and Garrett McNamara. He says he has made more than 50,000 boards in his lifetime. McNamara says, "He makes the boards that I can trust my life on." Dick doesn’t take that trust lightly since Garrett regularly hunts waves of 100-feet plus to ride. Today, Dick hand-makes about 200 boards a year, putting his crisp, neat signature on each of them with a pencil and some of his custom wood boards sell for as much as $12,000.

Dick’s fundamental innovation was to shape the nose and tail of the board into a teardrop rather than an oval, allowing the board to cut into the water more precisely and help surfers ride inside the tube of the wave…this was revolutionary at the time and is credited with helping explode the skills and confidence of the big wave riders and also help newer folks try their hand at the sport. 

In the previous episode of the Market Dominance Guys, we compared the surfboard to the words or scripts that are used. And the surfer – the professional salesperson who wields and performs those words with an exacting tone, pace, and delivery.  

And so in this week’s episode, I ask our own grandmaster and sales-pitch shaper – Chris Beall, about the critical nature of the focusing on the first seven seconds of your call to establish true trust and how that simple revelation was akin to Dick’s innovation of shaping the tail of a board into a teardrop and brought about a very similar revolution into our sales craft. 

This is the Market Dominance Guys and this week’s episode entitled, “The Best Surfer Out There Is The One Having The Most Fun.” 

Dick’s fundamental innovation was to shape the nose and tail of the board into a teardrop rather than an oval, allowing the board to cut into the water more precisely and help surfers ride inside the tube of the wave. This was revolutionary at the time and is credited with helping explode the skills and confidence of the big wave riders and also help newer folks try their hand at the sport. 

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The sponsors for our show are:

ConnectAndSell. ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com

Uncommon Pro - Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.

Surf’s Up: We all stand equal before a wave.

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You can learn a lot about market dominance by sitting in the sand…and watching surfers on the beaches of Southern California as they hone their craft. As a land-locked kid from the mean streets of Milwaukee, I would visit the beaches of Venice, California every summer and attempt to ride the relatively modest waves of the warm Santa Monica waters. 

Time and again I would bite it and tumble into the surf…learning a little bit each ride about balance…about the feel and the connection to the board beneath you…about timing. 

And later committing to a career in sales revealed many of the same techniques that I tried to master as Midwest kid first learning to surf. Certainly meeting with the Sales version of Point Break’s surf-master Bohdi, Chris Beall, over 15 years ago, has helped guide me in search of both riding the perfect wave and executing the perfect sales call. 

In this episode of the Market Dominance Guys, Chris argues that it’s the quality of the voice of the sales professional…and the obvious ability to emote sincerity of the human being who is conducting the first seven-second conversation with the prospect, which is really the key to market dominance. You are the surfer. And the scripts you ride – its purpose – with its first bits of information - is to be like a surfboard. Working with both a high-quality tandem is the only way to achieve dominance. 

But let’s remember that the job of the surfboard is not to ride the wave; that’s the surfer’s job. As I found out after many a spill, it simply can not ride the wave without a competent surfer. Having a Martin Scorsese-written script alone doesn’t guarantee success in your cold calling. 

That would be like chucking 1000 surfboards in the ocean…what would happen? Watch all day long and you will not have very many artistic or higher level wave riding experiences from doing this in spite of how expensive or expertly crafted your board is. The surfboard would just bob around at the pleasure of the waves. But every once in a while one of them could kind of come in on a wave and stay on it for a while… but nothing really very interesting happens.

BUT…you put a competent surfer on the board – who is now constrained by the confines of the surfboard (the script)…and if their skill is high enough and their courage is great enough, and they know what they're doing with their balance - or within that script - they can truly express their personality and establish trust…all in the first seven seconds. Their tone of voice, the prosody, what they sound like, “who” they sound like…all factors in the emotion that the prospects feel such as, Do you sound like somebody they can trust?

Hey…no one said Market Dominance would be easy. So welcome to this week's episode entitled, "Surf’s Up - We all stand equal before a wave."


ConnectAndSell. ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com

Uncommon Pro. Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.

High Noon: Facing the Black Hats Who Are Trying to Take Your Market

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The United States of the mid 19th century is ripe with stories of its timeless legends and colorful characters who helped weave the historical events that defined the Great American West. The stories and movies about the adventures of lonesome cowboys, men with black hats, or brave lawmen of the Old West who clashed frequently in conflicts such as the Gunfight at the O.K. Corral, the duals in the dusty streets of Virginia City, and tales of quick justice in Dodge City, continue to capture our imagination. 

When we talk of cowboys and other figures of the Wild West, we immediately picture a man on horseback. But no cowboy would roam the West or walk the streets without a gun…and such a gritty figure would most likely wield a very distinctive long-barreled revolver called the Colt 45. In fact, no gun in the Old West was as important or left such an indelible mark as the Colt Single Action Army Revolver, or more widely known simply as the Colt Peacemaker. 

It was said that "God made man, but Sam Colt made them equal."

And why it was called the Peacemaker and the “Great Equalizer” is as related to business and market dominance today as a cowboy is related to his boots. 

The Colt 45 leveled the competitive playing field because it equalized the relationship among fighting males…especially in the strong honor culture of the Old West, where discipline was enforced through one on one combat and duals deriving from even the faintest slight. So much so that the reason people used to be more polite back then could be argued that it was not because they were nicer people, it's because you might get killed otherwise. And that, as my fellow co-host Chris Beall would say, was considered to be a great inconvenience. 

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ConnectAndSell. ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling, since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com

Uncommon Pro  Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.

How Many SDRs Does It Take to Change a Lightbulb?

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Almost 400 years ago, in the early 17th century in Europe, tulip bulbs were considered hard currency. 200 years ago, many islanders of the South Pacific used bleached seashells to flaunt their wealth. 100 years ago, many Texans measured their success by how many heads of cattle they ran. And today, my 8-year-old measures his wealth by the rare skins and VBucks he accumulates through his Fortnite gaming efforts. But today, if you’re a CEO or senior business leader in B2B tech markets, you may also have an alternative form of capital that should be leveraged in every way that the currency in your bank account is currently deployed: If you have created the function of an SDR team – regardless of the size - they are indeed a source of capital that operates in many ways like traditional capital and is also liquid.

Since our focus at the Market Dominance Guys is lending a hand to companies and offering techniques and insight to market penetration, transitioning to NEW and additional markets may be something that isn’t at the top of the list. But, Geoffrey Moore argues – as we discussed in an earlier episode about his book, “Crossing the Chasm” - that breaking into any market is an aggressive act. And as such, Moore proposes a specific and consistent and testable strategy for moving from one market to the next with success. And testing and entering a new market is often a much more simple exercise than many realize…especially if you have the alternative capital – SDRs – to invest in it. It is through your SDR team, after all, that is the means by which you're going to identify the ripeness and opportunity that exists in a new market. 

With their number one job to be an instrument of market exploration and their number two job to be an instrument of market expansion.

That’s why, in essence, the mighty cold call is the essence of this entire market domination thing. Namely, can you hire and train and coach your SDRs to speak empathetically enough to get the prospect to trust them enough in 30 seconds and be curious enough that this curiosity can be transformed into commitment, and that this commitment will turn into the action of actually showing for the meeting.

In this episode, we explore the power of deploying SDRs…how, how many, and when…and why the more markets our SDRs can validate, the less our chances are of going out of business. This is the Market Dominance Guys and this week’s episode entitled, “How Many SDRs does it take to Change a Lightbulb?”

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Market Dominance Guys is sponsored by ConnectAndSell and Uncommon Pro

ConnectAndSell. ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com

Uncommon Pro - Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.

All Dead Companies are Equally Uninteresting.

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The classic book, Crossing the Chasm, by Geoffrey Moore, is a manifesto, a field manual, and sales’ version of Dr. Spock’s book on “company rearing” for new entrepreneurs…all in one. To level set for a brief moment – and Googling an image of Dr. Moore’s chasm graph may be helpful for the episode here - marketers have traditionally identified different kinds of B2B tech buyers: Innovators, Early Adopters, Early Majority, Late Majority, and finally the Laggards.

The traditional model assumed that, in the lifespan of a product, the market is first dominated by the innovators, then the early adopters etc. down the line. This model implies a level of inevitability in the flow-through of one of these categories from another to another…as your business continues. Good in theory but not so easy in practice.

The reality of entering and competing for markets today, gaps exist between the categories in this model that are large enough to derail the most promising startups as they transition from one category of customers to the next.

And the biggest gap Moore writes about is the one between Early Adopters and Early Majority. This is where both bags of money and companies go to die. Because the GoTo market & sales strategies that win deals in the Early Adopters group, won’t necessarily work so well for the Early Majority group. Instead, you may find yourself at the bottom of a valley looking up at an el Capitan-like sheer vertical wall of market climbing ahead of you. The sales team by your side that did well in the early stage of capturing innovators and early adopters now find themselves often overmatched and underequipped by the challenge and technical nuances of a market wall this big.

Since it is vastly different market types, moving from early adopters to early majority requires new tools, new approaches, and a lot of new thinking.

So what is the new thinking? In this episode, I ask Chris about the simple differences in the type of team and skills and techniques you need to climb this wall and continue moving down Moore’s market path. Building trust is the core requirement – and without understanding how and why you need to manufacture it to scale this wall, you’ll be left floundering and eking for survival with other amateur but well-intentioned climbers at the lower reaches of this meager market wall.
So once again welcome to the Market Dominance Guys and this week’s episode entitled, “All dead companies are equally uninteresting.”

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Market Dominance Guys is sponsored by ConnectAndSell and Uncommon Pro

ConnectAndSell. ConnectAndSell allows your sales reps to talk to more decision-makers in 90 minutes than they would in a week or more of conventional dialing. Your reps can finally be 100% focused on selling since all of their CRM data entry and follow-up scheduling is fully automated within ConnectAndSell’s powerful platform. Your team’s effectiveness will skyrocket by using ConnectAndSell’s teleprompter capability as they’ll know exactly what to say during critical conversations. Visit, ConnectAndSell.com  

Uncommon Pro - Selling a big idea to a skeptical customer, investor, or partner is one of the hardest jobs in business, so when it’s time to really Go Big, you need to use an Uncommon methodology to gain attention, frame your thoughts, and employ a sequencing that is familiar to convince others that your ideas will truly change their world. Through Uncommon Pro’s modern and innovative sales, scripting, and coaching toolset, we offer a guiding hand to ambitious Sales Leaders and their determined teams in their quest to reach market dominance. Today is the day things change. It’s time to get “uncommon” with uncommonpro.com.