The Perfect Sales Process: Insights from Rocket Clicks

Join Anthony Karls and Tyler Dolph from Rocket Clicks as they dive into the methodologies of the perfect sales process, based on Grant Cardone's teachings. Discover the importance of understanding the dominant buying motive and how a refined sales process can drive revenue and build lasting client relationships.

00:00 Introduction to the Revenue Roadmap
00:46 Tyler Dolf's Sales Journey
05:25 The Perfect Sales Process
07:45 Understanding the Dominant Buying Motive
13:02 Effective Sales Demos and Objection Handling
19:24 The Importance of a Sales Process
21:14 Conclusion and Final Thoughts

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Transcript

Anthony Karls: 0:00

All right, here we go. This is a revenue roadmap where we talk about sales and marketing for local entrepreneurs. I'm Anthony Carls, president of Rocket Clicks. Today I'm with. Mr. Tyler Dolf again, our CEO, head of

Tyler Dolph: 0:13

Hi everyone.

Anthony Karls: 0:15

We are talking about sales again today. We are going to be talking about perfect, the perfect sales process. So Rocket Clicks, we follow, uh, some methodologies taught by Grant Cardone. So we're going to be reviewing some of that. today we're going to be talking about the perfect sales process. Obviously sales is very important to driving revenue. So we're gonna talk a little bit about that, why some of these elements are important, how they help facilitate sales, um, how you can determine whether or not these are being done well in your organization. Before we get into that though, time Tyler was here, we didn't really dig into him. So Tyler, tell us a little bit about your background and history in sales, then tell us why you chose sales as a career. Well,

Tyler Dolph: 1:06

I love it.

Anthony Karls: 1:07

let's start with your history. How'd you get into sales? Uh, what's your story? What's your backstory?

Tyler Dolph: 1:12

Uh, so my dad was a salesman. His dad was a salesman. Uh, I think his dad was salesman. So it's in the blood for sure. Um, I went to school for sales and marketing. It was something that I always wanted to do. I loved meeting new people. I love building new relationships. When I got out, when I got out of college, I knew that if I could work at a small company, I'd have a chance to do a lot of things. Uh, and make a real impact. And so I immediately wanted to find a startup business and I found a digital signage company that specialized in digital menu boards. And the very first sale I ever made was to the Colorado Rockies for their whole lower concourse, and it was a humongous sale, um, And from that moment I was hooked. I'm like, wait a second. I can actually control my destiny if I can create, um, awareness and actually provide a solution that people will use. I always, you know, I got turned off by the used car salesman, uh, sales tactics of grimy, not having to, to really. Worry about what happens after the sale. I really, I love the building relationships part of selling. And so when I came to rocket clicks, knowing that we sort of are built to build relationships for the longterm, I knew that selling here would be different because we could actually, we could build longterm relationships and, and our business is built on recurring compounding revenue. So you couldn't have one sale and then screw it all up. You had to keep selling and. And adding value and building trust every month

Anthony Karls: 2:44

Nice. Awesome. Uh, so why did you, why'd you pick sales as a career? What, uh, other than just like your, cause I think your brother's also a salesman, right?

Tyler Dolph: 2:55

is, yeah, it's, it's in the family.

Anthony Karls: 2:57

Just like, uh, like the Kennedy's, but for sales,

Tyler Dolph: 3:02

Yeah, we love it. Um, there's, there's a part of, I think selling, being able to control your own destiny, knowing that if you're good at your craft, you'll always have a job. You'll always be able to add value to organizations. And so I think personally, I find security in that. Um, knowing that if, if I can build relationships, then, uh, then I'll always be employable

Anthony Karls: 3:26

well, and you obviously you've done job here at rocket clicks. I think when you, cause you didn't, you, you weren't always the, the CEO and owner here. So what was your, what was your parlay into that? How did, like, I know when you joined, we were pretty small. I, that was, that was after I was an intern. I wasn't even here anymore at rocket clicks. And I kind of came back a long time frame after, but like, you've been here for, I think you've been with

Tyler Dolph: 3:52

nine.

Anthony Karls: 3:53

Eight years, nine years now.

Tyler Dolph: 3:55

Yeah. Yeah.

Anthony Karls: 3:56

lot different

Tyler Dolph: 3:56

When I

Anthony Karls: 3:56

you say

Tyler Dolph: 3:57

first came in, uh, we had, we had five people in nine clients. So very, very small. Um, I met with our owner or my, my now business partner, Jeff Hughes. And, uh, he sat me down and he said, listen, I want to give you the opportunity to, to drive some sales here. And, and who knows what will happen after that. But he said, revenue is oxygen, a business your size. You need to get deals. And at that time, it was so true. We just needed any and anyone and everyone that, that had a marketing problem. We wanted to try and solve it for them. You know, and over the years we've become much more refined in who we can work with and who we like to work with. Who we can best perform for. But those early days it was, uh, we got to grow or die. And, uh, our very first client was, uh, a tiny little beauty shop in, uh, gosh, they were in Virginia. And, uh, I remember just. Just trying to work with them as much as we could to help that little business grow online. Um, and, and it really parlayed from there. My second client was actually a client that's still with us today, nine years later, a big manufacturing company. Um, so it was just a, You know, take small steps forward, add as much value as you can, make sure that we're delivering on a regular basis. And now we're, uh, we're what, 60 people today and a hundred clients, something like that. So it's, it's been a fun journey for sure.

Anthony Karls: 5:24

it's awesome. All right. Let's dig into this. So today we're talking about the perfect sales process. Like I said before, so we've been, been part of the Cardone community for about two years now. I've learned a lot from them. We've implemented a bunch of stuff that they're doing. they're doing. So they're a great resource too. So check them out. Um, but one of the things they talk about is they're really good at sales. They're really good at teaching sales. They're really good at breaking it down and making it simple. Um, so we're going to be talking about something they call the perfect sales process. So I'm going to pull a up here just so we can peek at that. There we go. All right. So we're going to talk through this a little bit. So Tyler, walk us through, through this. There are obviously several, several steps here. Um, so what is, what is in the greeting? What is, uh, what does this mean?

Tyler Dolph: 6:19

I think what's, what's great about this process is, you know, if you're a founder led sales organization, like we are right now, um, A lot of, a lot of this lives in my head and I think it probably lives in your head too, as a business owner, the beauty of documenting a sales process and having a sales process is that your business. Needs to be able to survive without you. So this is what we use. This is how we're building out our sales team here at Rocketclicks. And yeah, I mean, it all starts with a greeting, right? And for us, we want our greeting to be short and sweet. Let's, let's make a connection. Let's make sure that we both are identifying, uh, why we're here. Uh, and then let's get into the fact finding mode.

Anthony Karls: 7:00

Yeah. So like where, so fact finding is the, is the big one we're going to kind of lean into a little bit today. So what are we, what are we trying to find in this fact finding?

Tyler Dolph: 7:10

Yeah. Cardone, he calls this the dominant buying motive. And this is really, it's the, it's the, um, the, the who and what, right. Or the what and how, like, why are we here? What are you looking for? Actually, you know, because people will come to us and say, well, I'm just looking for a new marketing partner, but that's not the actual why, you know, the actual why is I have a board meeting coming up and I don't trust the information that I have, uh, internally. And I, I don't want to look bad in front of the board. Cause I need to keep my job. So really being able to dive in and find some of that is really important.

Anthony Karls: 7:45

Yeah, let's continue digging into the DBM or Dominant Buying Motive. So talked about that a little bit. So if we, if we dig into that, the Dominant Buying Motive, it's not even about the board. So like, what is the layer, what are the layers underneath that? Because we, when we talk, when we work through this training, it's really about how do we get, To that like, why, why, why, why, why point where we're really understanding like why you're actually here. talk, talk a little bit about that.

Tyler Dolph: 8:14

Yeah. If you take, you know, if you take that process a step further, right, I made the example about the board. Well, in reality, he doesn't want to look bad to the board because he needs to keep his job, because he needs to put food on his table for his family, because that's what his dad did for him. Right. So there's like all these different layers as to why Someone is making the decisions they're making and trying to move their business forward and trying to move their career forward. And if you could really identify that dominant buying motive, selling to them is very easy, right? Because then you can create a narrative around the solution that you're providing and connecting those dots.

Anthony Karls: 8:51

So I know we, like, we have one client that just joined us. That their DBM is, they, they had an internal marketing team. now no longer have an internal marketing team. So we're meeting with the president and the CEO. are, we are there where there aren't a hundred percent strategy arm. We are their execution arm. We are responsible for all of that. we meet with them, are not interested at all about platform metrics. What they want to know is, is, am I still secure? Is what we built working? Is it secure? Because we, We want to make sure what we have is still working. So like when they come to those meetings, it's, it's all about security. Cause they know if this doesn't work and it stops working, their business starts failing. So it's all about security those, for those two gentlemen.

Tyler Dolph: 9:40

Yeah. I think that you touched on something really important and it's not only the initial sell, but for us at RocketClicks, we're selling every month, right? We're meeting with our clients on a regular basis and we're having to continue to, to press and, and make sure that there is security within the dominant buying motive through every piece of communication.

Anthony Karls: 10:01

it's good. So what, uh, so what else in. In here are we looking for? So you talked a little bit about kind of really understanding their intention. So that, that really boils down into like why, why they're here and how they buy. So let's talk a little bit about how we dig into that stuff.

Tyler Dolph: 10:19

Yeah. There's a lot of identifying needs and I call this like aligning on what success looks like. Right. So they, they come in with a preconceived notion of, I don't like what I have right now, or it's not working or. Whatever the case is, but there is some image in their head of like what perfect is, and if we can draw that out, if we can force them to communicate what success actually looks like, not only for the partnership, but for their business, for their metrics, all of that information is so crucial to building a lasting relationship that actually benefits both parties. I think sometimes in, in, in why we spend so much time in the fact find is that if. If we believe something different than what the client actually believes is success. Then we're going to go into the relationship and actually like stumble because we're going to say, but wait, don't you care about X, Y, Z? And they're like, no, no, I care about ABC. Right. And so being able to, to identify that communicated. And I literally make clients say like, so what I hear you saying is success looks like blah, blah, blah. And I make them say, is that right? Like you agree with that? Um, and so forcing that approval and ensuring that there's alignment there is so important.

Anthony Karls: 11:30

Nice. Uh, and then what about the house? So we talked a little bit, so we talked about the, why, why are we here? And then what about the, the house of like digging into. is like, how do we get them to tell us exactly how to sell to them? Cause they actually will.

Tyler Dolph: 11:46

Yeah. It's asking questions like, um, what's actually needed. To buy, right? And how did you buy before and who, who actually signs the contract? And who's the account person on the team that we're gonna be talking to? Or the point of contact being able to get through those really important details. And, and they may seem mundane or you don't want to ask because you're in the, you know, selling mode. But if you don't know those things, it's actually gonna set you up for failure in the next, you know, step, which is demo and close.

Anthony Karls: 12:16

Yeah. So like, what are the, so like when you dig into that, like what they, what do they actually do? They're like really willing to

Tyler Dolph: 12:23

Oh, they, they start like puking important information to you. Right. They're just like, Oh, well, actually, uh, you got to talk to Susan and accounting because she's the one that reviews the contracts and she's not going to sign anything that's over a year. So just so you know, and they start like just giving you all this really important information. Um, so then when you come with the proposal or when you come with the demo, it's so buttoned up to do exactly what they're expecting that there's no back and forth. There's no second guessing. You don't want to be buying remorse. You want to be able to come confidently with everything they've already told you.

Anthony Karls: 12:59

nice. Um, all right. So then, so now we get to, now we get to the demo. So what does that, what does that look like? What are we talking about there?

Tyler Dolph: 13:09

Yeah. Rocket clicks. Our demo, I believe is such an important step because it's an opportunity for us to showcase. that maybe we're not just fun and enthusiastic and happy to build a relationship, but we're actually good at what we do. And so what we do is we take, uh, and do an audit of our clients, um, performance accounts. We do an audit of their website and we come back and we present real opportunities. And I think this is, this is important for us to showcase that we're, Hey, we're a little bit different. Here are the ways that we're a little bit different. And then here's some tangible things that you can take away. Whether you decide to work with us or not, uh, that becomes a really great value add and it pushes the conversation forward to say, Hey, if you like, we had here and we only spent a couple hours on this audit, imagine what we can do, you know, if we were working together on a regular basis.

Anthony Karls: 13:58

Yeah. Just a tangent a little bit. So how do our audits typically compare to audits because I know it's, it's very different.

Tyler Dolph: 14:07

Yeah, I would say our audit is, is one of our biggest differentiators in the sales process. We actually take team members off of accounts. and have them work on these audits as if they were a client, right? So we're not just going to pump, uh, we're not just going to use some tool. There's, there's tools in our community, like SEM rush, for example, where you can put your website in and it'll just pump out, you know, a hundred errors or issues with no sense of prioritization or, or if they're actual issues or not. I think we take a way more in depth proactive approach to say, This actually matters for these reasons and, and by fixing it, you're going to see tangible results. Where we can all win together.

Anthony Karls: 14:50

Yeah, So what, so I know one of the things that, uh, Grant talks about in this, in this process, Grant Cardone is in the demo and before the close, you're, you're, you're setting yourself up to really understand their objections. And one of the things that was, that's most fascinating to me, going through the sales training process is a concept called RDR, or what's it called? Reactionary defense response and how every single person in the world does this Uh almost every scenario. So if you if you walk into Best Buy And you see the security guard greeter there. He's gonna ask you do you need help today? And everybody says

Tyler Dolph: 15:33

No, no, thank you.

Anthony Karls: 15:34

plugging. Um, and it's usually a really bad question. Um, so one of the ways he talks about doing that differently is instead of asking that poor question is asking a question about, uh, what information can I get for you today? Grant usually uses that in the greeting, but it's to get around that defense response. That sometimes shows up there, sometimes shows up in here in the demo. And like, we're really trying to look for the objections so we can do a better close. So can you talk a little bit about, um, having the client tell us, tell us their objections like digging into that and why we don't avoid it.

Tyler Dolph: 16:18

Yeah. I mean, I think that that comes back to like asking real questions. It comes back to, to truly identifying needs and like the real needs and the real why behind, um, the reason someone's talking to you, um, and not being afraid of, of asking those difficult questions. I think sometimes, especially early on in the introductory phases of new relationships, You want to tiptoe a little bit. You want to, you want to get them saying yes or, or not, you know, uh, have them leave. But in reality, if they're not going to work with you, they're not going to work with you. So you might as well be as transparent and direct on the front end to, to build that credibility and know that like, you're not afraid to ask the hard questions. In our business, it's all about making recommendations and leading our clients from a digital strategy. So we work really hard on setting that tone early. Uh, and making sure that we can identify those needs and ask the tough questions so that we can get real answers

Anthony Karls: 17:12

Yeah. I know one of the, one of the tough questions, um, and I was with the, was with you yesterday when you kind of kind of did this, you said it your own way, but you basically asked, you basically asked him how, how can you validate spending? kind of money with us. like, it's actually a really good question because it gets them to sell themselves again. it's, it's interesting when you actually lean in and ask difficult questions, cause it, it basically sets you up to be successful.

Tyler Dolph: 17:37

and the client will tell you straight up, right? And we say it all the time, listen, we're going to be more expensive than who you're currently using. Help us understand how you're going to justify that. Right. And then they may say, well, you know, actually I'm in charge of the budget and that's no big deal. Or, well, you know, I got to talk to owner Bob and Bob's really concerned about this month's, you know, P and L. So we're going to have to really make sure that. We put together a plan that incentivizes performance or whatever it is, right? Again, he's going to tell you exactly how to sell him and what he's looking for. Uh, so that when you go into that proposal and close process, again, you're that much more prepared and you're giving them what they expect.

Anthony Karls: 18:13

So why, from your perspective, is this like more ethical? And when you said you were not, are really interested in like the used car salesman type sales and like, why does this, does this feel better as someone that does this?

Tyler Dolph: 18:29

Um, for me, I know because I don't do RocketCliques, right? We have an incredible team of experts that live in the work and they, they work with our clients on a daily basis. For me, it's like a, I don't want our team members to be upset that I brought them a bad deal. I don't want them to feel like I just sold a crap deal and now they have to deal with it. You know, we want our team members to stay with us just as long as we want our clients to, in order to do that, we had to give them great deals and great clients. And I need to be able to deliver them a bunch of information about this client so that they can be successful. And so, um, I think just, Not being able to, to go through a process like this and get the information you need, you're actually setting your team up for, for failure, uh, which to me feels worse, I'd rather get a no and protect the team then, then, then give it to them and have them get fired.

Anthony Karls: 19:24

Nice. So what, so obvious question is is, why is having a sales process impactful to revenue in the short term and in the long term? So you talked about owner led sales little bit. So like, how does this, how does this fit into like long term revenue?

Tyler Dolph: 19:41

Again, it's, it's getting the process out of your primary salesperson's head and then creating scalability, right? Cause if someone is going to buy from me differently than they're going to buy from. Ahead of sales at RocketClicks or a sales intern at RocketClicks. And so if we're all following the same process, it's going to feel more natural and feel more concise, right? Which, which is why McDonald's stays the same in every country and every location. You have to be able to create consistency for scale. So as you go from founder led sales to hiring your first salesperson to then becoming a sales manager and having a team. That team needs a process that they can follow because they're not going to be you.

Anthony Karls: 20:24

what are some signs that I have an order taker? Versus someone that's actually doing good sales for me.

Tyler Dolph: 20:32

Step one is you got to be involved with the sales person, right? You got to listen in on their calls. You got to, you have to do role playing. And we always say role play with each other. Don't role play with clients. Um, but an order taker is just going to, they're going to keep it surface level. They're not going to ask the hard questions. They're going to say, you know, they're going to check the box. Okay, Bob, you want a red sedan? Great. Here it is. Red sedan. Uh, a real salesperson is going to dig into the why, right? They're going to, they're going to find out the real reason that they showed up at your shop today, or they're on the call with you today. And they're going to be able to make sure that they're prescribing a solution that's going to fit their needs. Not that's just going to check a box.

Anthony Karls: 21:12

Awesome. So anything else for our audience on about sales process?

Tyler Dolph: 21:20

I mean, I think the, the, the summation of what we talked about today was, was not being afraid to dig into the details. Not being afraid to make real recommendations and have a transparent relationship in this initial sales process, because if you're like us and you're in long term sales, it's not just a single transaction. You need to build rapport over time. And that should start from the very first conversation you have with the prospect all the way through to them as a, as a customer for years.

Anthony Karls: 21:48

It's awesome. Well, Tyler, thanks for being here. Thanks for talking through this with us. Look forward to talking to you again.

Tyler Dolph: 21:53

Absolutely. Thanks for having me.