Manage Smarter 218 — Leading Growth: Anthony Iannarino's Proven Formula for Revenue

HOSTED BY C. LEE SMITH AND AUDREY STRONG
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Anthony Iannarino is a writer, speaker, salesperson, sales leader and entrepreneur. His new book is called Leading Growth: The Proven Formula for Consistently Increasing Revenue . The book is an expert guide to enabling revenue growth in your sales team. 

Anthony was frustrated with how sales were going at his staffing company when he discovered that there was a bigger problem at hand — the sales conversion process. Anthony dedicated 11 years to researching, developing, and testing his sales formula. This resulted in a proven framework that enables sales managers to seamlessly complete the competency transfer process. 

Over the next decade, the sales teams he worked with consistently hit their aggressive sales targets through value creation, differentiation, and knowing exactly what to say to advance the sale. Today Anthony is a 3‑time best selling author, keynote speaker, and has helped 321+ companies maximize their conversions.

In this podcast and vodcast for sales managers and sales leaders, Audrey, Lee and Anthony discuss:

  • The Importance of Engaged Sales Management: Sales management is crucial for revenue growth, as managers are responsible for guiding their teams through various challenges, including competition and economic fluctuations. Effective sales management involves not just overseeing metrics but also fostering accountability and continuous improvement.
  • Accountability and Standards: Establishing a culture of accountability is essential for consistent revenue growth. This involves setting high standards, ensuring salespeople self-​report their activities, and addressing any deviations from expected performance immediately to avoid condoning bad behavior.
  • Enrollment Strategies: Both Anthony Iannarino and Seth Godin emphasize the importance of enrollment strategies to gain commitment rather than compliance from sales teams. These strategies help in aligning the team with the company's vision and goals, ensuring everyone is working towards the same objectives.
  • Communication is Key: Continuous and relentless communication within sales teams is vital. Effective sales organizations constantly update their narratives, data, and strategies to keep everyone aligned and motivated towards common goals. Anthony provides examples of how to talk to salespeople who are failing at prospecting and/​or hitting goal.
  • Humane Consequences for Accountability: Creating a non-​punitive environment with humane consequences for failure is crucial. This approach involves providing additional coaching, training, and resources to help salespeople improve, while also having clear consequences for not meeting standards, ensuring accountability without creating a negative culture.

"If you look at their metrics on your dashboard and you don't do anything about it immediately, you've condoned bad behavior.”

Anthony Iannarino

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