Repeatable Hyper-sales performance: Chris Muddell

Sales reps who can hit their number, month after month, quarter after quarter, year after year are in short supply and high demand.
 
Chris Muddell is a sales guy who I have known for some time. And he has just finished his latest quarter BACK ON TOP of his organisation's leader board for both revenue created, and meetings booked.
 
This episode shines the light on how hyper-sales performance is achieved by someone who has done it and is doing it right now. 
 
And, when the requirement to switch to WFH hit us. Chris not only continued to succeed but he INCREASED both his first meeting numbers and his conversation rates.
 
It's awesome when you hit your number right? 
We've all hit a big month or a big qtr. But if we are being honest with ourselves that not really what success is. 
 
Today, we get a look "under the hood' of what exactly does it take to get these types of hyper-sales results in selling today.
 
Chris Muddell
https://www.linkedin.com/in/chrismuddell/

Chris @ SalesIQ
https://www.salesiqglobal.com/partners/chris-muddell

Mark McInnes
www.markmc.co
www.linkedin.com/in/mark-mcinnes/

POW Workshop
www.markmc.co/pow

Tactical Pipeline Growth
www.markmc.co/tpg

Catch all versions of me here.

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Transcript

Mark McInnes: 0:00

Welcome to the BOSS podcast. I'm Mark McInnes. If you want some great ideas around how to be better at selling, especially how to start conversations with your audio clients, and then book more meetings you're in the right place. This episode shines the light on how hyper sales performance is achieved month after month, week after week, quarter after quarter. From someone who has done it and is doing it right now. And then when the requirement to switch to work from home HEDIS, they not only continue to succeed, but that increased by their first meeting numbers and their conversion rates. It's awesome. When we hit our numbers, right? We've all hit our numbers for a big quarter or we've had a big big month. But if we're being honest with ourselves, that's not really what success in sales is. Sales reps who can hit their number month after month, quarter after quarter, year after year are in short supply and high demand. Chris middle is a sales guy who I've known for some time and he's just finished his latest quarter back on top of these organizations, leader, leaderboard for both revenue created and meetings books. Let me put this into perspective for you because Chris was a little shy to share all the details on the show. So prior to COVID, he was averaging 115 first meetings per quarter with a conversion rate of 27% of hours meetings becoming new customers. So that's pretty good. Now during COVID he's landing at 160 first meetings and 36% of ours are converting into new clients so much better tonight. We get to look under the hood of what exactly does it take to get these types of results? In sales, did I, Chris shares his secrets. Before we jump into this episode, let me share something with you that you'll find valuable. If you want to get access to some style skis or sales tactics for free, that's a hundred percent I archive. All you need to do is just jump across to my LinkedIn profile. And if we're not connected, then let's connect. And you'll see right there. My featured section, there are always some great things, absolutely free for you to grab and you can put the work straight away. It could be pre video training or an infographic. It might be some free PDF downloads, but if you're the kind of person who wants the latest sales tips before everybody else, then your best bet is to subscribe to my fortnightly newsletter, where I shared the very best sales strategies I'll fan. During that two week period, I promise I don't spam you. It's one email, a fortnight, nothing more. Currently there are over a thousand sales professionals getting that newsletter as of today. So feel free to join them and me by simply going to Marc mc.com and signing up. If you want something more customized, if you or your team need to be starting more client centric conversations, and you want a hand with that, then by all means let's chat. And the best way to start that process is simply by sending me a message on LinkedIn via the website, Mark mc.com or by Twitter. Let's hear from Christmas. Welcome to the boss podcast this week. I am really delighted to have not only someone that's super special, but also somebody on very place to call a true friend. And that's Chris Madell, Chris, how I am. Hey, good Mark. How are you mate? Very, very good. Chris, I'm delighted to have you on the podcast. There's three people on this planet who I look to. When I'm trying to figure out sales mindset. So if I was to nominate, I will do that now. No one, I had three people on this planet who I think have got their sales mindset sorted out. You'll one of them, the other two I've had on the podcast recently, one was Dean Mannix and he is an absolute guru when it comes to execution. So, you know, just getting things done and the other would be Jack dilate and Jack has as an expert at goal-setting, but when it comes to discipline, I don't think anybody has, can hold a trophy to you, but I think you're the absolute legend. So delighted to have you on the podcast to be talking about this stuff tonight.

Chris Muddell: 4:03

Thank you so much, Mark and I, the feelings are shared mate. We've been friends for a long time and you're the only person I come to for mentorship. Believe it or not. So I don't have heaps of people I go to for advice, but you are the number one for me. So thank you for that as well.

Mark McInnes: 4:18

Thanks Mate I thought you had a Rolodex you flicked through. And I remember the first one that we met, so it was probably five, six, seven years ago. Something like that. Low enough to just say it was a fair while ago. And you were talking about what was called a sales hacker event. And we're talking about sales productivity. I knew absolutely blew my mind. So I'm really chained today to share. What are you doing now? And my gut feeling is pretty similar to what you're doing then, you know, so that people can get a snapshot into what the role gold standard is. As far as mindset, activity, business planning, all those sorts of things. So. Before we get into that. And I think people are really going to kind of dig exactly how you run your diet. But before we get into that, can you give us a little bit of a context about who Chris is? What he does, that

Chris Muddell: 5:08

sort of stuff. Yeah, mate, I've been working in a sales role as a business development manager at employee show for now eight years. I've been doing sales, coaching and training, uh, I guess has my side hustle for about the same period of time. I just love selling and sales. Uh, the original reason I got into sales, he's always actually scared of selling. So eight years I've had to learn everything from brick by brick, by brick year, by year by year. So I do feel that I do know what people are going through in the sales profession. It's not an easy role. It's not an easy profession. It's very, very difficult to face rejection every day. But after many, many years of practice, I've got better at it. And I believe that I've. Not so good at it that I now enjoy my job every day, as opposed to being scared about targets and different things. And

Mark McInnes: 5:53

we were talking about that before we came on and, you know, we pressed record why don't we do? We were both pretty lucky that we actually love what we do. So here we are super early morning on a Friday getting this done before we go and do a real work. You know, when you love what you do, it makes it easier to do it. For sure. You know, the key challenge for my salespeople today that I see is basically not enough sales conversations. So if you think about. Wrong, strip that back. You know, the more conversations we can have with our perfect client, the more deals we're going to have progressed, assuming everything else has. And the number one challenge that I see when I go into a business. So when I talk to an individually, so just being there, not having enough of those conversations and skills come into it, but what happens most of the time is we just end up delegating too much of your time to other things to get out of. Stuff's done yet. This is what, one of the key things to your success as you've been able to absolutely smash this. Do you call it a routine? Where do you call it a discipline where they call it a habit, whatever it is, and just replicate it day after, day off the diet. And I think people are really going to get pumped up about the way you structure that. So could you talk us through like Chris's selling day and what that looks like?

Chris Muddell: 6:56

So put things into context. I had no idea what I was doing when I first started in selling and I was scared of making phone calls. I still am scared of making phone calls. Believe it or not. Uh, I'm scared of. Doing this. I explained to Mark and he recently, I still get butterflies and jitters prior to any sort of public speaking event as well. But what I am good at, I'm good at doing the same routines or disciplines every day. I love routine. I think, I think all humans secretly love routine. I love winning games and I now love the profession of selling. So basically I just do the same thing every single day. And from day one, nine years ago, until now I've just been building these habits minute by minute habit by habit, day by day. And at the moment, what exactly that looks like. So I'll just sort of take you through the purpose of it was just, you know, everybody has got their morning routine. Everybody has got a certain way that they're going to sell. Everyone's got a certain way that they're going to present themselves. I'll just briefly explain exactly what I do. I. Wake up at between four o'clock and five o'clock is my basically mindset

routine between 5:00 AM and 6: 8:09

00 AM is my sales practice routine 6:00 AM to

7: 8:14

00 AM is my creating pipeline routine.

And 7:00 AM to 8: 8:18

00 AM is my closing pipeline routine. My working day starts at eight o'clock and it usually finishes at six o'clock. And this is what I would consider closing routines or closing activities. So. I don't sell or market in my 8:00 AM to 6:00 PM. And you may be thinking, what do you mean you don't sell you're in sales? You're a BDM. I think there's a very clear difference between selling and closing deals. And so basically I focus my attention during the working core business hours. In closing activities and that's anything from followup phone calls to meetings, to chasing deals, to things that I am quite confident are going to bring me forward into working with a new client and being able to help someone today, as opposed to thinking about it, marketing about it, wasting time about it. I am very, very, we're focused on sitting meetings during meetings hours and getting as many clients or helping as many people as I can throughout the day. So what exactly that looks like. From a granular level between four to five, I wake up at four. I thank God. I don't have any phone contact for the first hour. I usually ride my bike to the gym. I work out every day or at least every day that I can, I then shower and I start work within a co-working space up the road then for the next hour, I hand-write my long-term goals. I hand-write my daily goals. I listen to affirmations. I handwrite. My stop start and do differently, which is basically what could I have done better? Or what can I do better tomorrow? Then I hand write my form. My form is what I would consider. How many meetings have I sat? How many clients have engaged this quarter or this week? How many calls have I made, et cetera. And last but not least, then I visualize. So I call it meditation, but I basically visualize and focus on being thankful for the day that I've got coming up. Then from six to seven, I create pipeline by I review my financial freedom plan. I review my daily schedule. I stuck my diary. So I basically fill any black spots. I review my prospecting cadence. I hand-write the top 20 prospects. I'm going to focus on closing today and I contact any teams to help support that effort. Considering I'll ideally be in meetings all day. And I won't have a lot of time to do it myself between seven and 8:00 AM. I review my open pipeline. I review my referral pipeline. I review my followup cadence, and this is actually something I got from you. Mark the word cadence. I bump every prospect up on stage and their follow up process. I write and think about creative ways to reconnect with clients. And then again, I email teams support somebody else to basically assist with that. Follow-up if I have to. So before I start my working day, my disciplines include. Creating my mindset, creating my persona, which is my sales practice. Who am I today? What sort of sales athlete can I be today? I then create pipelines. So if I don't have pipeline, this is where I fill it so that I don't have to waste time feeling sorry for myself throughout the day. Then between seven and eight, I'm focusing on how can I close deals now? What can I say to people now to ensure that they're going to sign up. And then basically eight to six is qualified new business opportunities. As my first priority. Second is referral opportunities. Third is closed, lost opportunities. So people I've met with for that may not have engaged. And then fourth is anybody that I've met and I haven't sat with, I'm going to put in the diary. So there is a priority. There's a segmented priority list. Of who I'm going to sit within within those working hours. And usually these sorts of meetings Mark, between you and I, or partners who refer are usually done outside of core business hours. So it sounds rude. It sounds not very nice, but at the end of the day, I do have time to continue to create those relationships. But ordinarily it's outside of my closing time, I then get home and I have sales meetings with my family. With my kids, with my wife, with my God, and then I fall asleep. What

Mark McInnes: 12:45

do you mean sales meetings?

Chris Muddell: 12:47

So the reason I said that is every meeting I have throughout the day, I consider it. How can I give the most amount of value to the person I'm sitting in right now? So my sales meeting with my son last night is we spend an hour together playing chess, Cod games, talking about sex, a phone, and then packing his bag for the next day. I didn't spend an hour fighting with him. I didn't spend an hour telling him to get to bed. Cause I was tired. I was very tired. I had a sales meeting and I wanted to deliver maximum value specific to his needs at that moment. And then I did the same with my other two kids and then I did the same to my wife and then brushed out and here I am tomorrow.

Mark McInnes: 13:29

Cool. That's good stuff. So if you're listening to this for the first time, that sounds like it's absolutely. Too hot. Oh yeah. You're an expert. You're a sales escalate. Your as far as I'm concerned, the top of the tree when it comes to this stuff. So that's why we're sharing. So if you're listening to this and we're not suggesting that you should get up at four o'clock and do exactly what Chris is doing, but I think the depth of routine. Or habit or discipline or whatever you think it might be.

Chris Muddell: 14:01

Is your outreach getting you labeled as a spammer? Well, once worked in B2B, outbound doesn't work anymore, the goalposts have moved and so much your approach to sales. Sure. You might land odd conversations. Or even I replied to an odd cold email, but is it scalable? Will it provide you with enough revenue to hit your yearly goals? Having worked with sales teams all over the world, we see what works and what doesn't. Our new power coaching program provides sellers with access to the very best training available today. It doesn't matter if you're a team of 50 or a team of one. We have flipped traditional sales training on its head. And allow you to learn in your own time and still get the important coaching help that you need. Grab all the details. Tab Mark mc.com/pow,

Mark McInnes: 14:55

is it a habit to you? Is it routine? Is there discipline? I'd say a discipline to me makes it feel like it's something you've got to force yourself to do. Routine feels like something that you just do have. It feels like an automatic. If that makes any sense. I'm just trying to think of this as a tool. I don't know.

Chris Muddell: 15:10

What do you think? I agree with you. So habits and routines to me just doesn't go deep enough and discipline does imply punishment. Now I'm not into punishing people and I'll sort of explain how I keep myself to account a little bit later on if I can. The idea of a discipline and the way that I foresee sales success is Kobe Bryant, Michael Jordan, you know, some of the top basketballs that have ever lived. Now, these guys also wake up at the crack of Dawn and they practice and they train and they focus on their mindsets and they're hyper aware of what's my jump shot. Like what's my conversion rates, like with the shots. What's my speed. Like. Where are my gaps. Who's my competition. What's the next game coming up. They spend hours and hours and hours every single day with disciplining the practice of their profession and their profession is basketball. Then we've got a Usain bolt that does it for sprinting. We've got a short snugger that did it for weights. It's exactly the same methodology that I practice, but instead it's just sales. So basically, you know, it might be practicing my role-play may, maybe the equivalent of a jump shot or practicing my pipeline may be the equivalent of my conversion, my shot percentage or practicing my efficiency at work may be the equivalent of how do I increase my pace then practicing?

Well, can I do 4: 16:37

00 AM in the morning that may be practicing? My stamina point is. It's all going towards the greater goal, which is, I just want to be the best. I want to continue to be the best. And that requires 100% of your effort and energy every single day of your life. So it's not about, I have to do something to get this stupid reward. It's a little bit bigger than that.

Mark McInnes: 17:01

Okay. You mentioned some really great athletes. Do you know the Michael Phelps story? Have you heard that

Chris Muddell: 17:05

one? Yeah, he trained twice as hard as anybody else to the point where he's trained his said. You're crazy. You're going to burn out. You're going to have issues with everything. And instead he's the one, the highest number of gold medals outside of any other swimming in the history of all swimmers and he's in perfect health. I know I loved

Mark McInnes: 17:24

his routine, so this was definitely a routine. So the way that he made sure he had no performance anxiety for his races. Was, he would stop he's rice, like two hours in advance. So he had a routine that started 120 minutes. And you can look this up on Google, but 120 minutes before the race. And because he knew that he could get a whole bunch of things. Right. If you can say things like I'm going to try and get, I'm going to go for a warm up swim. Well, Mark, you know, 90 minutes mean I'm going to tail off and get charged in my tracksuit. I'm going to listen to these songs. Then I'm going to get a massage. I'm going to see it on the table in this spot. And I'm going to talk to my coach about the same things you could control all of that. So as soon as he started that process in his mind, he'd started the rice. And so he was already winning. So when are you going onto the blocks? You know, when he shook his hands with his left hand three times his right hand, three times that wasn't the start of the rice. He's halfway. Sorry. And then he's more and he's already, he's already winning. So he's removed that. The getting started piece, you know, in the nervousness about jumping in the water and the anxiety. And I just really love that because I think we can all do that, you know? And he you're doing that. You like, you're getting out of bed and go, hi, I'm going to stop. I'll return to the first thing that I do is I wake up and then, you know, I got to the gym or whatever it was that you said that you did. So by taking those micro steps, you starting your diet and you, and you're on the line. Sorry. If you're interested listeners check out Michael Phelps is a great, a great little story. So. I just wanted to flip back a little bit. So when you talked about, you talked a lot about writing things down, so you do write them down every day. You must have a whole bunch of notes and you must almost be writing down the same thing every day.

Chris Muddell: 18:59

Why do you do that? People think I'm insane for doing it. I've got six, a three eight, five, six, eight, five moleskin journals. My stationary bill was 450 bucks on paper. this year. So I've got a schedule for my family. I've got a shed, like a weekly diary for my family, a weekly diary for myself, a daily schedule with 15 minute increments that I hand write. Then I've got five of these moleskin journals and one of them is greater goals. One of them is daily goals. One of them is my form. One of them is what can I start, stop and do differently. Why on earth would I spend an hour plus writing stuff in journals over and over again? You can just imagine why. It can influence the way that you think it can influence the way that you speak and influence what you believe. And after doing that for a little bit of time, you embody what's being written on paper. So, yeah, so I mean, it works for me and it's been working for me the whole time through,

Mark McInnes: 20:00

can we, it sounds like you're sitting at daily map, you know, it's almost like you're sitting in the GPS in your car, what some people would take and write down their goals once a year. Maybe once every six months, maybe once a quarter. But, you know, by you writing them out every day, I think it makes, it makes you aware. I'm very conscious that, you know, this is what I'm trying to achieve this and the things that are important to me. And this is where I need to go. I think that's, that's a really good, solid plan. I, not that not many people are going to write. I spend an hour writing in a diary every day.

Chris Muddell: 20:26

And do you know, there's a second thing. There's a second element to that as well. I also prepare quite rigorously for my meetings as well. So I've already visualized clients coming on board, how I'm going to help them, what it's going to cost to engage with them. And if they say to me something along the lines of, look, we're ready to go within two minutes, they can sign up a form and we're ready to go. Now, keep in mind what I've done is I've already researched the industry, research their company, find out what their needs are, got industry specific knowledge that I can share with them that would add value to the meeting. I've already pre drafted a proposal form online, ready to send to them. In one second, I can show them by zoom. I've already pre-populated the contract to sign form. So that takes a little bit of time as well, but every single meeting has already been visualized in advance. So people would say what a waste of time maybe it is, but by doing these sorts of activities that really assists, at least with my sales success.

Mark McInnes: 21:22

Well, Chris Noni extender, the people aren't anywhere near as sick and sales, aren't anywhere near as successful as what you are. So I wouldn't call it a waste of time. So tell me a little bit about accountability. So how do you hold yourself to it? You know, she must be dies when you get out of bed and think are, you know, I don't feel like doing this today or, you know, you're like, you're a human human, right. So we all have these ups and downs steady and hold yourself accountable to these, to this schedule.

Chris Muddell: 21:44

Yeah. So what it sounds like with way that I work is I, um, It's basically a suffering routine, which is punishment based than awful and horrible. But I, I, um, I don't think of that at all. Like how I keep myself to account or using your word from the other day, how do I keep score? I'm going to give an analogy. So I said, I spent time with my son last night. We were playing chess is a very, very good chess player. He's eight. He's extraordinarily good. Usually better than me, but last time I'm threshing it. I'm having a good old time. Freshing him. Now he doesn't like losing. So he was crying. He was just balling it, having the worst time in the world, or at least what it appeared. Okay. So what did I do? I could have said stop crying. I could say work harder, work better. I could say this practice. I could say any of those sorts of words, but I actually don't believe that people can change based on their own volition. Believe it or not. So if I just say I didn't get my numbers today, gosh, Chris, get your numbers that I don't believe that I can make myself change. So, and I'll explain. So what do I do with Christian? I said, I love you. And I hugged him and he crawled into my shoulder and I said, mate, I love the fact that you care so much. And I love the fact that you're so competitive. And then a couple of minutes later, he goes, let's go again. And then he won the next game of chess and he got a four of a Connie in poker after we'd finished tests. So we had a very, very good comeback, but the word accountability and the word, keeping formal keeping score, I don't really have to, as an example, if I failed the date she'd happens. I'll just try and do a better next the next day. I'm not hung up on it. I don't feel guilt over it. I'm not saying, Oh, I got to work harder. So, what people usually do is they don't do the right things at the start. They then obviously fail because they're not doing the right things at the start. Then they think that punishing themselves or self building them into change is going to work when in fact it doesn't. But at the end of the day, damn it, you know, I slept in dammit. I didn't get that. Damn. It doesn't matter. Let's try it again tomorrow. And so I think the whole idea is you need to be able to forgive yourself every single day, as opposed to. Be your worst boss every single day. So with Christian, as an example, he, and also actually in terms of, in terms of self-confidence, right? So accountability is number one, I've done the wrong thing, but number two, Christian understands the game of chess. He knows what the rules are. He knows what the correct recipe to win a game is just like selling. It's a recipe. You do the right things. He knows the different strategies for each of the players on the board. He knows how to close. He knows how to attack. He knows how to defend. He knows how to play aggressively. He knows how to play defensively. He knows he's got pawn game. He's got Bishop games, got queen game. He knows he's biggest strength. And he's biggest, biggest weaknesses is queen. So he brings a queen out. He can win quick, but it's a high risk strategy, so it can lose just as quick. So when Christian loses and I hug him and acknowledge the loss. He has already built the self-confidence that I know the game. I'm good at the game. I'm killing everyone at school. I don't need to feel sorry for myself or guilty. That gives me a hug and I'm just going to go hit it again tomorrow. So when it comes to selling and coaching salespeople, the stick never works and telling people to just make more calls, doesn't work either. They need to believe themselves. That firstly, they want to make the calls. Why should they make the calls develop the appropriate motivation mechanisms so that they will make the calls and then, then support them correctly by acknowledging fear and feelings. Covert a bitch. I had the worst sales month in my career following COVID. I cried. I was upset. I was pissed off. I felt sorry for myself. I thought. My entire career has changed from four face-to-face meetings a day to now digital meetings. And I hate zoom. I had all of that stuff going on. And so for one and a half months, I felt sorry for myself. It was just the decision that I said, you know what? This isn't the way that I coach people. This isn't the way that I've been operating my business model for many years. So then I chose to accept, acknowledge the feelings in the worst of the worst of the worst circumstance. And they just do the same shit every day. From that point forward to not only have I been doing what I was doing before, but I've increased what I was doing by nearly 200%. My conversion rates have increased from 25%. So one out of four people signing up after the first qualified meeting to now 36% by zoom or phone. So if anyone says that it's not possible increasing your conversion rates in the new world, or it's not possible outperforming your old cells. Or even if they say codes, the reason why I don't have sales success, uncle bullshit, you know,

Mark McInnes: 26:54

and it took that much like yourself. I think it's taken a lot of people varying amounts of time to get their head around it. Yeah, no, look, I think that's a really strong, strong, super strong message. So Chris, how can people get in contact with you? Do you have a format where you share you retain routine? Or how can I get access to more Chris? What's the guy,

Chris Muddell: 27:12

if you connect with me on LinkedIn, I've got a lot of the stuff that I share on LinkedIn. I'll also attach. My daily routine, this one's my LinkedIn page. So you'll be able to find it. I provide coaching with a company sales IQ. So if anyone's interested in receiving advice, coaching or support, you can reach out. I usually would do that after hours because obvious reasons. And then secondarily. If anyone just wants to connect to say hello, I'd really love to open a new relationship and opportunity to, um, get to know you. So I'll place

Mark McInnes: 27:46

a link to your LinkedIn page in the show notes and also in the, on the front page of the podcast. So people can get access to that and all that. I'm trying to think about how the best way to somebody who soft. And it comes from Dean Mannix, who I sit at. The stop was one of the guys that go, I think one of the, the three of you, who've got mindset down, Pat. And Dana says being consistently good beats being occasionally. Great. And I think, you know, your level that you've just said that when you're talking about Christian and everything else, we have been consistently good and resting on that consistency rather than trying to overachieve every day and filing, I think that's the masons for everybody to use just shade, a really strong routine that gets you fantastic results. But it's probably not going to work for everybody. So, no. I just ask for people to listen to Detroit. They want to improve their sales guy and build out a routine that's going to work for you and then be consistent in sticking to it. And I'm really confident that you're going to get some great results. If you stick to that routine over time. Chris, thank you so much for coming on the boss podcast. I really appreciate you sharing very early parts of your morning, particularly considering how jam packed your day is mate. You're an absolute legend. Thank

Chris Muddell: 28:48

you. Thank you so much, Mark. You too, man. I've had a good time.

Mark McInnes: 28:57

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