Effort, Mutual Plans & Paranoia in the Sales Cycle with Paul Snelson, SVP of Global Sales at SysAid

10/10 GTM Episode 29
Transparent sales process - working together
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Welcome to Season 3 of 10/10 GTM: The Podcast for Revenue Leaders!

Our guest for Episode 29  is Paul Snelson, SVP of Global Sales at SysAid. Before joining SysAid, Paul held leadership roles at Meal Ticket, TouchBistro, and Salesforce. He brings more than two decades of experience to the conversation. 

In this episode, Ross and Paul discuss why effort is not optional, the critical role of mutual plans, and the benefit of being the paranoid sales rep. 

Listen to the episode here, and get the key takeaways from our conversation below.

Effort is not coachable, nor optional

Selling isn’t just about memorizing a script or perfecting a pitch; it’s about taking consistent action. From cold outreach to follow-up calls and emails, product demos, and beyond, it takes effort to close deals. This is why effort isn’t coachable; it’s essential. For example, if it takes 10 calls to get one connect, reps need to map out their daily call volume to align with their opp and customer targets. 

Effort is the foundation of selling. With discipline and diligence, reps can take control of their days and effectively implement the coaching they receive. Over time, this helps them move from a good rep to a great one. 

Mutual plans are essential

Mutual plans are an essential part of the sales process. Not only do they give reps more control over their deals, but they also make forecasting easier and more accurate. 

“There is a level of fear around mutual plans because they’re often seen as overly complex,” says Paul. “But a mutual plan can be just as simple as an email follow up. People just tend to overthink them.”

Mutual plans help reps and revenue leaders: 

  • Identify gaps
  • Determine next steps
  • Map out an execution timeline 

By outlining what prospects can expect from start to finish, mutual plans make it easier for everyone to be aligned throughout the sales cycle. They minimize the likelihood of missing steps, and bring the right people in at the right time to help close the deal. 

Be the paranoid sales rep 

Adopt a cautious and disciplined approach to closing deals. Just because a prospect tells you that you’ve been shortlisted or you’re the vendor of choice doesn’t mean the deal will close. Be the paranoid sales rep and make a list of everything that could go wrong so that you’re prepared for anything. 

Here are 6 questions to ask: 

  1. What objections/concerns might arise during the negotiation process?
  2. Who are the stakeholders involved and have you spoken to everyone you need to?
  3. Is there anyone who could derail the deal?
  4. Are there any competitors or alternative solutions that could sway the prospects decision?
  5. Are there any technical or logistical issues that could halt the deal?
  6. What potential changes in the prospect’s circumstances could impact the decision-making process?

By asking and answering these questions, you do the hard work upfront and account for what can go wrong. As a result, you mitigate risks and increase your chances of success. 

Rapid fire: Paul’s fast sales insights

In a rapid-fire Q&A session, Paul shares his insights with us on a wide range of topics: 

What’s the main reason most teams miss their ARR goals? Plans. 

What’s your favorite resource for revenue leaders? CRO Confidential Podcast and “The Jolt Effect” by Matthew Dixon and Ted McKenna 

What’s the number one challenge for revenue leaders in 2024? People. 

SMB, Mid-market, or enterprise? SMB. 

Best way to unplug from the demands of leadership? Spending time with my family. 

About Paul

Paul is a seasoned revenue leader with more than 20 years of experience. Before joining SysAid as the SVP of Sales, Paul held leadership positions at Meal Ticket, TouchBistro, and Salesforce.