Let’s start a business together! I want to talk about some of the things that I went through as I started to launch The Moery Company.
Hello and welcome to JP Moery’s Association Hustle Podcast. Founder of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
1. Job Descriptions
I wrote job descriptions for every single role in the company three years ahead. I projected three years down the road, what jobs were going to be needed in The Moery Company. That was helpful because when I wrote out the jobs and the primary responsibilities, I signed my name to them. I realized, in the very beginning, I was going to be responsible for all those functions, because it was just me.
2. Establish a strong sales operation
Three steps that you should consider as you develop the sales operation.
- First, you have to have great data.
I’m starting a new racing sponsorship effort right now, and it’s still about who’s the right person? What’s the contact information? Is it an audience that makes sense for my business? If you don’t have that critical information in place, you have nothing.
- Second, how are you going to track your sales and marketing information?
I’ve used Salesforce in the past, and in fact I just bought a brand new Salesforce subscription today for myself. I’ve got to keep track of who I’m talking to, and where is this deal in the sales process? What stage might it be in? If I don’t know those things, I’ll lose track very quickly.
- Third, what is the script in the narrative?
You built this infrastructure, so you have the right people to talk to. Now what if they decide to talk to you? How are you going to explain your value? I have talking points on the value proposition that I’m offering. It includes things like, why do other companies buy, or why do other companies join my association? What are specific examples that I have of their success when they did join?
3. Getting started and maximizing your value
We’re trying to eliminate fear and mistakes from the buyer. So many sales don’t occur because we didn’t eliminate enough risk. We’ve got to do that in our pitch, then you’re ready to go to market.
4. Hiring Process
If you want to hire someone, here are some tips on hiring the first, second or third salesperson in your organization.
- I love to hire underdogs. Somebody that’s got something to prove, a chip on their shoulder. Giving somebody a chance is a noble thing, and you start by giving them a substantial emotional deposit when you do hire them.
- If you’re bootstrapping your business, it’s going to be hard to compete or land the blue chippers. Sometimes you get value from folks that have been outcast by other organizations or just need a helping hand. The people that have hit a rough spot is possibly because the average business didn’t train, coach, or pay enough attention to them. They didn’t build a culture that you’re going to build in your organization. So often, it’s the company’s fault, not the person.
- As you grow, you’re going to learn that this hiring process is essential to your business. You’re going to spend more time on personnel matters on HR. In fact, probably 75% of my time was spent on people matters. Making sure the culture was good, giving feedback, encouragement, etc. You’re going to be spending so much time with and on people, HR issues, why don’t you get it right at the beginning.
Thanks for listening. I get so much energy from your comments and feedback on the Association Hustle podcast. I can’t wait to talk to you again next week. See you soon. Best wishes.
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We hope you enjoyed this edition of JP Moery’s Association Hustle Podcast. We’d love to connect with you. Check out our blog at moerycompany.com and subscribe to our weekly newsletter. You can also connect with JP on LinkedIn and Twitter at @JPMoery, as well as The Moery’s Company’s Instagram and Facebook page.
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