Scott Cowley

The Sales Mastermind

The Sales Mastermind supports "Tech founders who sell but aren't *sales*people." 

Client results included (each different businesses):
>> 178% new monthly recurring revenue growth
>> 214% new monthly recurring revenue growth
>> From $0 to >$200k in services revenue in 4 months
>> Successfully onboarding 3 full time account executives
>> Successfully onboarding 2 full time sales reps
>> Implementing various CRMs, martech, revenue intelligence and more

Typically we work with technology businesses, SaaS and agencies selling to either of these.


We have a weekly newsletter with 1 hyper actionable sales tip every Sunday. Learn more: https://thesalesmastermind.com/newsletter/

Founder

MySalesCoach

Coach

Boab AI

Advisor

BIMLOGIQ

GrowthMentor

Providing 1:1 mentoring for entrepreneurs starting and growing their own businesses through GrowthMentor, a curated platform of invite-only startup and growth marketing mentors which have proven experience in their fields. Join to find your next mentor  👇👇👇

"Balthazar" Level Mentor

Custify

1st Sales Leadership hire. 
During my tenure we 3x'd revenue, built a high performing sales team and dramatically increased average revenue per deal.

I have been involved with Custify since 2020 as an Advisor, then a full time VP of Sales and back to Advisor.

Custify is a customer success platform designed for your B2B SaaS business. It helps you better meet customers' needs, reduce churn and increase lifetime value. You can see in-product usage insights as well as data from CRM, support, billing, and other systems in one place. Relevant customer success KPIs and client interactions are displayed in an easy-to-understand dashboard.

VP of Sales

HeySummit

Roles Included: Head of Agency
Advisor

HeySummit is a virtual summit organizational platform. Instead of having to create a website or Wordpress page, sell tickets through a ticketing system, manage attendees with lots of spreadsheets, sort your speakers with several docs, configure email reminders with a mailer, you just need HeySummit.

We cover everything from landing pages to ticket sales, to attendee management and schedules, to email reminders, to speaker management, affiliate programs, and more. Then HeySummit plugs into the webinar platforms, live streaming tools, or pre-recorded video sources that you already use.

Head of Agency

MINDBODY, Inc.

MINDBODY’s SaaS software is the world's leading wellness services marketplace, linking hundreds of thousands of passionate health, wellness and beauty professionals to the millions of clients they serve..

I joined MINDBODY as a part time Sales Associate booking appointments for the sales team before being promoted a number of times and finally I was a Senior Sales Specialist consistently in the top 3 of the APAC region. 

In 2015 I transferred to the UK office continuing as a senior sales specialist before being promoted to Regional Sales Manager leading a team of 13 multi-lingual direct reports.

Throughout my MINDBODY career I worked with every continent excluding Antarctica.

Regional Sales Manager

Hi, I'm Scott, the founder of The Sales Mastermind, a company that supports tech founders who own sales, but aren't salespeople. I have over 7 years of experience in building and leading sales teams, advising and mentoring startups, and scaling revenue growth for SaaS and agency businesses.

My mission is to help tech founders move from founder-only sales to a scalable model that closes more deals, saves time, adds flexibility, and lets them focus on their vision. 

I share my insights and best practices through my weekly newsletter, where I deliver hyper actionable sales tips every Sunday. 

I also offer fractional VP of sales services, where I work with you as a strategic partner and coach to create and execute a customized sales plan for your business. 

Sound interesting? DM me "Fractional" to learn more.
Or book a call here: https://thesalesmastermind.com/book-a-call/

The Sales Mastermind supports "Founders who sell but aren't *sales*people." 

Client results included (each different businesses):
>> 178% new monthly recurring revenue growth
>> 214% new monthly recurring revenue growth
>> From $0 to >$200k in services revenue in 4 months
>> Successfully onboarding 3 full time account executives
>> Successfully onboarding 2 full time sales reps
>> Implementing various CRMs, martech, revenue intelligence and more

Typically we work with technology businesses, SaaS and agencies selling to either of these.


We have a weekly newsletter with 1 hyper actionable sales tip every Sunday. Learn more: https://thesalesmastermind.com/newsletter/

1st close = complex 
2nd close = complex 
3rd close = complex 
... 
 
15th close = less complex 
... 
 
28th close = getting simpler 
... 
 
53rd close = streamlined and clear 
 
 
Starting to sell is brutal, every close is bespoke and messy. 
 
But it does get simpler. 
 
Just keep going.

Fractional VP Sales | I work with founders and CEOs who sell, but aren't "sales"people

Repeat after me.... 
 
No one wants to buy WHAT you sell 
No one wants to buy WHAT you sell 
No one wants to buy WHAT you sell 
No one wants to buy WHAT you sell 
No one wants to buy WHAT you sell 
No one wants to buy WHAT you sell 
 
 
Everyone wants their problems solved 
 
If they could do it without: 
- Giving you money 
- Learning a new way of doing things, or 
- Making any change at all 
 
THEY WOULD 
 
Start showing only which problems you make disappear 
 
And people will be lining up around the block to buy your product 
 
Until then 
 
No one wants to buy WHAT you sell 
 
#salestips #founderswhosell

How can focusing on problem-solving drive sales effectively?

What impact can highlighting problem-solving have on attracting buyers?

What are key strategies for emphasizing problem-solving in sales?

I've built 9 sales teams in SaaS with ARR from 600k to 3 million. 
 
Before I joined they were all founder-led sales. 
 
Most of these founders were not "sales" people. 
 
So they waited.... 
 
1. For a product to start selling it 
2. For a product to start marketing it 
3. For "inspiration" before prospecting 
4. Until they had every feature for every customer 
5. Until they had every compliance and certification 
 
And they all wished they moved faster. 
 
"The best time to start something was 10 years ago, but today is almost as good." - Someone wise 
 
So what are you waiting for?

How does taking immediate action benefit sales teams in SaaS?

Why is transitioning from founder-led sales important for growth?

Why is proactive prospecting essential for sales success?

Founders who struggle to sell 
>> Think the buyer cares what you do 
>> Aim, and stay, too low. With non-buyers 
>> Push the wrong people, at the wrong time 
>> Make the buying journey messy and a opaque 
 
 
Founders who are selling consistently 
>> Know buyers only care how it helps them 
>> Aim to start with, or get to, decision makers ASAP 
>> Focus on buyers who CAN say yes (getting support from all others) 
>> Support buyers with a straight-forward, defined, process and timeline

What is the significance of focusing on buyers' needs in sales?

How can founders improve their selling strategies?

Why is it important to engage decision-makers early in the selling process?

11 years in sales, 7 years working with founders who sell, but aren’t “sales”people...  
  
Here are 9 common mistakes I’ve seen:  
  
1. Waiting for a product to start selling it.  
  
Sell before you're ready. It'll be faster and you'll build what the market wants to buy.  
  
2. Waiting for a product to start marketing it.  
  
Build a marketing engine before you're ready. This could be a Slack community, LinkedIn following or even an email list.  
  
3. Some features will always be missing for some prospects.  
  
Either the pain is enough you can overcome it, or go find different customers.  
  
4. Sometimes those missing features are deal-breakers.  
  
Especially in sizeable transactions. Software suppliers without SOC2 or ISO27001, for instance, can often kiss enterprise contracts goodbye (for now).  
  
5. The majority of your buyers have never bought your solution before.  
  
It's your job to teach them how.  
  
6. Time kills all deals.  
  
Move faster than you think the buyer can and you'll close more deals than you expect.  
  
It's also a good test to see if you're solving a big enough pain. When they move fast you're on to something, if they move slow you need to fix your messaging.  
  
7. Daily, consistent sales activity trumps sporadic high-energy bursts.  
  
So have a daily ritual. Maybe it's 5 cold calls a day. Whatever it is stick to it and you'll see the results over time.  
  
8. You need a salesperson from day one, and it should be one of the founders.  
  
No one will ever sell as well as a founder. You know the industry, the pains, the solution. You know it better than anyone can.  
  
9. Resist the temptation to hire a commission-based sales rep early - it'll likely be a zero-sum game at best.  
  
It's a perfect example of where "free" is the most expensive. Either you'll burn through time you don't have or leads you paid too much for.  
 
  
Drop a comment: 
What would you add?  
What mistakes did you make.... or a "friend" made... that others can learn from?

Why should founders avoid hiring commission-based sales reps early?

What is the significance of SOC2 for enterprise contracts?

Founders and sellers - are you sick of deals lagging because you aren't sure what to say to move the forward?

I just finished a guide with tips, tricks AND SCRIPTS to move any deal forward.

Sharing it with a few close friends - the feedback was excellent:

"I just got off a call where I had a sense she wasn't going to buy and I had the Closing Techniques document open, so I changed things up and went for a reverse close. I said "Help me understand why this solution won't work for you" Now I have a new customer :)" - Damien Ryan

"I closed a deal a few days ago using his "Scale Close" technique. My client wasn't responding before, but they did when I used your suggestion." - Federico Jorge

Want your copy?

Drop "close" in the comments.

You need to be following me so I can send it over.


How important are deals for founders and sellers?

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Sellers - do you want a script to move any deal forward? 
  
Every Friday for Q2 I sharing closing techniques to move any deal forward. Including scripts.  
  
So you'll never run out of things to say when it is time to close the sale.  
  
This week, we cover:  
 - The Double Confirm, and  
 - The ABC Close  
 
 
Double Confirm 
Summary: If you ask once, always ask twice. 
 
Description: There is something magical about asking the same question a different way, a second time. For some reason, buyers may lie the first time, yet they rarely lie twice. 
 
Whenever you ask for the business, ask a follow-up question to double confirm that the buyer is providing a Commitment Yes (another h/t to Chris Voss and Never Split the Difference). 
 
Script: “Are you ready to buy?”  >  “Amazing. So when I send the contract, is there no reason it won’t be signed today?” 
 
“Are you ready to buy today?”  >  “Great, sometimes I find people are excited in the moment, then they speak to their wife/husband/partner/therapist, and the other person says, “You agreed to buy WHAT?!? And spend HOW MUCH?!?” When your wife/husband/partner/therapist says that to you, what are you going to say?” 
 
 
A - B - C  
Summary: Always Be Closing. 
 
Description: Inspired by Alec Baldwin’s speech in Glengarry Glen Ross.  
 
ABC means what it says on the tin—ask for the business in every interaction. In the best case, you’ll win the deal, and in the worst case, you’ll know where you stand. 
 
If you have a relatively complicated or long buying journey, then instead of asking for the deal, ask for the next milestone. This could be a follow-up call, an introduction to other stakeholders, a proof of concept, or a technical review. 
 
When used aggressively, ABC comes across as blunt and abrasive. When used with compassion and empathy, however, ABC comes across as candid and direct. 
 
The more you ABC, the quicker you will learn what it takes for this buyer (and, by extension, many buyers) to move forward.  
 
SCRIPTs: 
“With everything we have discussed today, what would it take to get your signature on the dotted line?” 
 
“Based on our discussion, are you ready to buy?” 
 
“Considering where we are at, are you ready to become a client and solve XYZ problems?” 
 
 
______  
Want next week's closing lines early?  
  
Drop a comment saying "Close" below and I'll DM you more.  
(We must be connected)

What is the significance of the Double Confirm technique?

How can sellers effectively implement the ABC Close method?

What can users expect from next week's closing lines?

In sales, your biggest competitor is inertia. 
 
Only elite sellers know how to avoid it. 
 
Throughout a buying journey most buyers are thinking: "Why should I buy anything?" 
 
Many buyers have the pain you solve 
 
And they can't be bothered addressing it (or they already would have). 
 
If the solution costs $10,000 and their pain is costing 1 hour per month... 
 
A rational buyer will decide it's not worth the effort for an insignificant gain. 
 
Elite sellers are experts in the problems they solve. 
 
They can expand from 1 hour per month to multiple FTEs worth of salary plus additional lost revenue. 
 
$100,000s in cost. 
 
Now, $10,000 sounds cheap. 
 
When you are selling, make sure you buyers aren't scratching their head thinking, "Why should I buy anything?" 
 
 
-- 
Follow for more hyper actionable sales posts

How important is a strong value proposition in sales?

How do elite sellers differentiate themselves in the market?

Sellers - you prospect to book a meeting. 
That's the hard part, right?
So don't screw up the discovery call.

Having spent 12 years as a seller.
8 years in sales leadership.
Built 9 teams from scratch.
Audited another 11 in the last 12 months.

I can safely say the discovery call should be the simplest part of your buyer's journey.

Note: I said simple... not easy.

I've put together a free guide that walks you through, step by step, how to run a great discovery call.

Last time I shared it 40+ sellers downloaded it and the feedback was amazing.

Do you want your copy?
Drop "Discovery" below.

Note: You must follow or be connected with me so I can send it.

How crucial is a successful discovery call in sales?

What is the significance of building sales teams from scratch?

Sellers, are you tired of stalled deals?
 
Every Friday for Q2, I share closing techniques to move any deal forward. Including scripts. 
 
So you'll never run out of things to say when it is time to close the sale. 
 
This week, we cover: 
 - The Inoffensive Close
 - If This, Then That Close


The Inoffensive Close

Summary: Sometimes, the best way to close is not to ask for the business.

Detail: Some products sell themselves, and this close is perfect for those.
Instead of asking the buyer to decide (thereby putting pressure on them), end your meetings by asking what the buyer wants. 

To make this work, you need to seed the next steps throughout the meeting—for example, a slide about the buying journey and where they are up to.

To pull off The Inoffensive Close, your buying journey must be structured. The product must be simple and frictionless, and the buyer must see the next step as a complete no-brainer. 

Any hint of complexity and this close won't work.

This close works well for inbound leads for a market leader. It was a popular closing technique for one of the top sellers when I worked at the wellness booking app MINDBODY.

Script:
"So… what do you want to do?"


If This, Then That Close

Summary: Provide a rigid next step contingent on something the buyer wants

Detail: Every buyer comes into sales meetings and buying journey with a lack of understanding of what your product/service actually does (for example, SaaS or Fintech), how it's different (for example, agencies of all kinds), or what outputs they can expect to meet your marketing promises (for example consultants or coaches).

If This, Then That is a way of creating urgency before you reveal the answer to the buyer's main question. It's designed for you to preface the answer with clear next-step options for what happens after you present.

This close only works if you give the buyer an out—they need to either move forward or end the conversation. This way, the buyer pays absolute attention to what you present and makes an informed decision on whether to move forward.

You obviously want the right buyers to keep moving forward, so make that option simple and explain it in a few words. Conversely, you don't want the right buyers to end the conversation, so use complex and overly emotional language to describe that option.

Script: "At this point, we usually cover ABC. And you have two options after we do. Either you decide, "Yes, let's buy," or "No, this isn't for us" Is that fair?"

Alternative: "Now is the time for me to walk you through our offering based on your needs. Typically, you'll see our offering and decide, "Yep, this is for us" or "That's the worst thing I have seen; no way do I want this." And we decide if we move forward or end it here—sound fair?"

NOTE: This close is perfect for helping a buyer opt in/out of a first meeting and a follow-up meeting.

______ 
Want more? 
 
Drop a comment saying "Close." 
I'll DM you 7 more. (We must be connected)

What do I need to know about The Inoffensive Close?

How can structuring the buying journey enhance sales?

30 minutes until Zachary King and I got live - who is joining?

https://lnkd.in/gtdv278z 

Are you in the Sales Valley of Death?

Join Zachary King and me, next Thursday, as we discuss what to do when you need a VP of Sales but can't afford one.

Register below.

If you can't make it register anyway and you'll get the recording :)

See you there!

Bryce Antoine, Adam Martuccio and 92 other attendees

Sales Valley of Death: You need a VP but can't afford a VP... now what?

Sellers - do you want a script to move any deal forward? 
 
Every Friday for Q2 I sharing closing techniques to move any deal forward. Including scripts. 
 
So you'll never run out of things to say when it is time to close the sale. 
 
This week, we cover: 
 - Summary Close
 - Testimonial Close


"Summary Close"

Summary: Make a list of all the reasons to buy and all the reasons not to…. Then, help the buyer decide.

This close is the business equivalent of “make a list of the pros and cons.” The difference is that both the buyer and the seller do it together.

The key is to make sure the list is both true and relevant to the buyer. Resist the temptation to add key differentiators the buyer has not previously agreed matter.

It’s also best done with something visual. If in-person, use a whiteboard; if on a call, share your screen.

There is also an advanced/high-risk trick where you pick something that matters but isn’t an absolute top priority and put it in the wrong column. Then, the buyer gets to correct you and feel more attached to the outcome. (If you want more on this idea, see “Really Bomb”)

Script:
Seller: “We’re coming towards the end of our time together. Do you mind if we list out where it feels like the conversation is going?”
Buyer: “Sure”
Seller: “Thanks. I'm going to open this document, which lists the top three pros and the top three cons from this conversation, and you can tell me if I missed anything.”
Seller describes the top three of each, making sure to get the buyer's agreement on each and that they are the top three.
Seller: “OK, now we know the top 3 pros and cons. Do you want to continue this conversation, or are we too far apart?”


"The Testimonial Closing"

Summary: Arrange a call between your buyer and a current (similar) client

Wherever possible, having a third party give an honest review of your product is a solid strategy. Even if this third party is not purely neutral, obviously, you’ll only choose your best customers to take this call; it’s still a massive boon for the buyer.

However, guard your client's time as if it were the crown jewels. Only ever offer testimonial calls when everything else is done, and your buyer needs a tiny push.

Ideally, have the client as close as possible to the buyer's definition of themselves—a SaaS talks to another SaaS, a large multinational talks to another large multinational. Make sure to uncover how the buyer defines themselves before offering. One time, it was as easy as being in the same country, and that got the deal done for me.

Script
“It sounds like we are almost there, what we like to do at this stage is to arrange a call with a client similar to yourselves so you can hear from a real customer and how they work with us. Would you be open to me arranging this call?”

______ 
Want more? 
 
Drop a comment saying "Close" below and I'll DM you 7 more closing lines that work. 
(We must be connected)

What do I need to know about the 'Summary Close' technique?

How can arranging a call with a client benefit the closing process?

*Story Time* 
 
In 2012, on a ski lift in Chile, I sat next to a French man. 
 
He didn’t speak English. 
 
I don’t speak French. 
 
We each knew a little Spanish and had a great chat. 
 
That shared language took an awkward 15 minutes and made it fun. 
 
The same thing happens when selling. 
 
A “widget” to you, might be a “gadget” to your buyer. 
 
If you say widget, they won’t understand. 
 
In a recent role my team sold customer success software. 
 
While coaching I had an eagle ear to here: 
- Did they say “health score” or “health check”? 
- Did they say stage of “journey” or “lifecycle”? 
- Did they say “about 1,000 customers” or “we have 997 customers”? 
 
These are all effectively synonymous. 
 
But if you say the wrong one it causes your buyer to think two things: 
- He isn’t listening to me 
- This is great but he doesn’t understand MY problems 
 
It’s simple to avoid both of these thoughts. 
 
Listen and use your shared language.

What is the significance of shared language in communication?

How can understanding the buyer's perspective impact sales?

How does using the buyer's terminology enhance sales?

Closing is a system.  
  
James Clear has a great line - "You do not rise to the level of your goals. You fall to the level of your systems."  
  
At the end of the meeting have a specific question you ask to close the deal.  
  
You can either be direct:  
"Would you like to buy today?"  
  
Or indirect:  
"Is there any reason we should not move forward?"  
  
Or assumptive:  
"Will you be paying with cash or card?"  
  
Or your own way.  
  
But make it a system, make it a habit an

How can a systematic approach improve deal closures?

What are recent developments in effective meeting closures?

Why is asking a specific closing question important in deal negotiations?

Sellers - has this ever happened to you: 
 
It's time to close the deal and.... you draw a blank. 
 
Every Friday for Q2 I sharing closing techniques to move any deal forward. Including scripts. 
  
So you'll never run out of things to say when it is time to close the sale.  
  
This week, we cover:  
 - The Scale Close, and  
 - The Direct Close  
 
 
THE SCALE CLOSE 
Summary: Ask for the buyer's willingness to move forward based on a scale of 1 to 10. 
 
Description: Using the Scale Close allows you to move beyond a binary yes/no question. 
 
As a seller ask the buyer: 
1. On a scale of 1 to 10, how likely are they to buy today AND they can’t say 7 
 
2. Provide an example of what 1 means and what 10 means, for example: 
2a. “1 means lose my number” 
2b. “10 means my credit card number is...” 
2c. “And 7 is a fence-sitting answer, so you can’t say 7” 
 
Make your examples a bit fun. Every buyer appreciates humor. 
 
Anything 8 or above: you have the makings of a champion. Anything 6 or below and that person is not a fan - you have work to do. 
 
The Scale Close applies at every interaction. It can become something your buyers come to expect and they'll be thinking about their answer during your sales meetings.  
 
Script:  
“Great, we’ve made it to almost the end of the call. If I were to ask you, on a scale of 1-10 how much do you want to buy our product? 10 being “let me get my credit card” and 1 being “lose my number.” And one final rule, you can’t say 7. So Scale of 1-10, how are you feeling?” 
 
 
THE DIRECT CLOSE 
Summary: Ask an unambiguously direct question. 
 
Description: Eventually. every deal comes down to a few key moments. Many buyers need that final push to take the leap of faith and buy your product. 
 
This technique is suited to buyers who you believe are ready to go but are delaying. 
 
Script:  
“We’ve been speaking for a few weeks now. You’ve said we solve A, B, and C. We’re at that stage - are we doing this or not?” 
 
 
______  
Want next week's closing lines early?  
  
Drop a comment saying "Close" below and I'll DM you more.  
(We must be connected)

Rich men... don't tell you how rich they are 
 
Powerful women... don't tell you how powerful they are 
 
Honest salespeople... REALLY want to tell you how honest they are

How does the portrayal of wealth impact perceptions in society?

What are the key traits of honest salespeople?

What role does power play in professional dynamics?

25 hours to go until Zachary King and I go deep talking about Fractional VP of Sales and what we actually do.

Will I see you there?

Register below.

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