Episode 58 - John Barrows on Sales Excuses, AI, SKOs and Sales Management

The Plague of Sales Excuses is Costing You Wins: It's Time for Extreme Ownership of Results in B2B Sales - John Barrows on Episode 58 of the Industrial Growth Institute Podcast

Summary

John Barrows is the CEO of JB Sales and a legendary figure in tech sales. He joins Ed to discuss AI, how B2B sales is evolving, the importance of training and the curse of sales excuses.

John shares insights from his extensive career, emphasizing the need for practical application in training and the significance of human connection in sales.

The conversation also touches on:

• today's sales challenges
• sales mindset
• core principles of effective sales
• problem-solving, resilience, and personal connections
• and the necessity of overcoming excuses to achieve success.

The dialogue also highlights the significance of understanding personal goals in sales management, the importance of effective sales kickoffs, the role of authenticity in sponsorships, and the power of video in sales communication.

Barrows reflects on leadership lessons learned from Jack Welch and highlights the evolving landscape of B2B sales, advocating for agility and continuous improvement in sales processes.

Takeaways

• Industrial sales can learn from tech's creative approaches.
• John Barrows emphasizes the importance of practical sales training.
• AI is transforming the sales landscape, making human connection vital.
• Sales training should be a consistent expectation, not an aspiration.
• In-person training is crucial for new sales professionals.
• Sales is about solving problems, not just convincing customers.
• The first two years in sales should be spent in the office for development.
• A growth mindset is essential for success in sales. If you are not a problem solver, get out of the profession.
• Winning is great, but learning from losses is crucial.
• Sales managers should know their salespeople's personal goals.
• AI can enhance sales coaching and management.
• Excuses are just that—excuses; take control.
• Sales training is becoming more specialized and segmented.
• Respect for others' time is crucial in work.
• Sales kickoffs should focus on actionable insights.
• Authenticity is key in sponsorships and partnerships.
• Video can enhance communication and engagement in sales.
• Agility is essential for adapting to market changes.
• Continuous improvement should be a daily practice.
• Sales teams should collaborate to innovate processes.
• Understanding your audience is vital for effective selling.

Takeaway Quotes from John "Make It Happen" Barrows

• "AI is coming for all of us."
• "Sales is about helping people solve problems."
• "If you are not a problem solver, get out."

Check out John's JB Sales website and the children's sales book he wrote with his daughter.

LinkedIn: John Barrows and Ed Marsh

Twitter: John Barrows and Ed Marsh

Instagram: John Barrows and Ed Marsh

YouTube: @JohnMBarrows and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Industrial Sales and Tech Insights 03:22 John's Sales Journey: From Xerox to JB Sales 06:09 Training Approaches: Theory vs. Application 09:36 The Importance of Sales Training in Modern Times 13:44 The Need for In-Person Training and Development 15:38 The Role of AI in Sales and Business Acumen 20:51 The Future of Sales Talent and Mindset 25:26 Challenging Sales Myths and Misconceptions 26:01 The Essence of Problem Solving in Sales 30:11 Building Resilience and Learning from Losses 33:32 The Importance of Personal Connections in Sales Management 36:30 Leveraging AI for Sales Coaching 38:10 Overcoming Excuses and Taking Control 49:15 The Evolution of Sales Training and Methodologies 57:00 The Art of Sales Kickoffs 01:02:03 Navigating Sponsorships and Authenticity 01:06:05 The Power of Video in Sales 01:10:00 Leadership Lessons from Jack Welch 01:13:55 The Evolving Land