128: Jeff Peterson – Empathetic, Value-Based Sales

Guest: Jeff Peterson

Guest Bio:

Jeff Peterson knows B2B selling. With more than 15 years of experience as a sales executive and sales manager, primarily with both local and national linen and uniform companies, and the packaging industry. Jeff has a strong track record of delivering industry-leading results in competitive markets. While still having “boots on the ground” in sales management, he has shared his empathetic, value-based sales and marketing approach through numerous publications, consultations, and engagements.

A husband and parent of four children, in his increasingly rare free time Jeff enjoys a great restaurant, live music, playing tennis, and getting himself into adventures exploring new cities and towns.

Key Points:

Introduction to Sales:

A mentor offered him a sales job, even though he wasn’t qualified. Minimal training — was told to knock on 30 doors daily and input data into a CRM system. Gained experience through trial and error, learning alongside a team of peers in the millennial uniform world.

Transition to Sales Manager:

After his boss was promoted, Jeff was thrust into the sales manager role with little formal training. Took initiative to figure things out, continuously learning over the years. Acknowledged both successes and failures, but focused on learning from mistakes and helping his team grow.

Sales Development:

Developed a passion for the craft of sales, learning from thought leaders in the field. Focused on constantly improving and passing on that knowledge to others.

Sales Leadership Approach:

Emphasizes systematic and adaptable training and onboarding processes. Customizes training based on the individual's level of expertise, offering an 8-week process with supervised practice. Believes in guiding the team and letting them find their own methods, but with close oversight in the beginning.

Prospecting and Growth:

Faces challenges in an industry that could be complacent with existing customers, but emphasizes the importance of new revenue. Encouraged a culture of prospecting, focusing on old-school methods (cold calls, email outreach) to grow the business.

Managing Sales Team Culture:

Has worked to shift from a "hunter-farmer" model to one focused on generating new revenue. Values create a mindset focused on new business, which he believes is essential for organizational success.

Challenges with CRM Usage:

Sees CRM as a critical sales enablement tool but acknowledges that getting full buy-in from salespeople can be difficult. Focuses on showing the CRM’s benefits, such as organizing tasks and managing opportunities efficiently. Strives for a balance between enforcing CRM usage and respecting top performers' flexibility.

Balancing Optimism and Realism:

Struggles with maintaining enthusiasm while also being pragmatic about challenges and issues within the company or industry. Believes in transparency with his team, providing honest updates about challenges while focusing on solutions and maintaining morale. Focuses on ensuring his sales team stays motivated and confident despite external challenges.

Guest Links:

LinkedIn: https://www.linkedin.com/in/jeff-peterson-a58a1028/ 

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