592: 3 Ways to Scale and Differentiate Your Business w/ John Rounseville

ABOUT THIS EPISODE

In this episode we talk to John Rounseville, Co-Founder at Saxa Solutions.

Are you struggling to come up withoriginal content, weaken and weak out start a poncast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again learn more at sweetfish media dotcom. You were listening to the Beato eGrossshir podcast dedicated to help be to be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carberry and I'mJonathan Green. Let's get into the show, welcome back to the be to b Gro Showtoday we are joined by John Rownsville John. Is the CO founder at SaxaSolutions? John Welcome to the show, thanks for having me, I'm a recent andfrequent listener. You know it's just it always tickles me when we get toactually feature. You know our listeners on the show. You know,because, honestly we are e'regenerating...

...content for listeners. o R listenersare the ones that are also you know, bringing their own experttes to theshow. It's just. It's UST, just fantastic content creation. John Todaywe are going to be talking about. I think something very cool: How to scaleand differentiate your business. You know we have a lot of listeners that orcan be find themselves in very noisy spaces. So this is a topic that isfrequently top of mind and I want to get into it, but before we do obviouslyJohn tell us a little about sacks of solutions and what you and your teamare up to these days. Yes, so we are a healthcare in life sciences, businessprocess consultant, so we consult to healthcare providers, medical device,companies, BIOTEC companies on sales and service process, any kind ofbusiness process that they have. We are also partnered with sales, forso what we do is we s as we provide sales forces the platform and movethose companies onto the sales forse...

...platform. So that's what we consultaround Y H- and you had mentioned that you just you just got back from fromdream force. Just t a last week, Yeah Dream Fort: It was s yeah, speaking ofnoisy, it's forces is the the annual conference. Ithink it's might be the largest business conference out there. Twohundred thousand people congregating in the city of San Francisco, basicallycrowding everyone else out so yeah. It's we just get back from there reallyinteresting stuff going on, but also you know really difficult to to plainyour flag as well. Yeah know whatit's going on you know and ' it's a perfecttransition to you know talking about I an you're over there with two hundredthousand plus people. I mean it's, it's a huge conference, but you've got a lotof people trying to scale. They've got a lot of people trying to differentiatetheir business, so hfor the genesis, the inception of of this topic today,so Jo, why why don't you take it away?...

I think we're going to be kind ofstarting with content, but I don't want to m step on your toe. So so, where arewe starting today, yeah so so just t to just to back up a bit in the salesforce ecosystem and with with any sort of platform like that, be it Google oror Amazon web services O or even Microsoft platforms. There are justhuge ecosystems out there, so one of the issues that we had when we startedabout two years ago was how do we differentiate ourselves from the otherconsulting partners in the space? So you know it's one thing to be Jack ofall trades master of none and, and some partners go at it. That way. Someconsulting partners actually pick a varticle health care, and life scienceshappens to be the one that we picked and then some partners actually goahead and pick a a platform or R a cloud to really work in. We actuallychose healthcare and life sciences. We had a couple of different options. Wehad some expertise and in energy keepin...

...mind two years ago the price of oil wasliterally putting companies in countries in bankruptcy. So we also hadexpertise and hospitality, but we thought that was a bit too narrow. Wehad a good amount of expertise in health care and we're actually based inthe Boston area. So it's a really nice Nexis of healthcare providers, lots ofhospitals, there's lots of technology companies, there's lots of biotech hereand then th e there's also a lot of cash. There's a lot of capital here forinvestment. So having that expertise, we decided to you know when we did.First start it was okay. Well, you can't really turn your nose up atpieces of business that are coming in the door Y. U know that! That's whathappens y! You take what you can and y you wanna. You want to start makingsome money as soon as you can, but as about six months, then we started toget more and more health care deals coming in the door and then my partnerand I decided to make it- you know-...

...decided to t to pick a lane as it were.We said: okay, we have all this business coming in. Let's realign ourmessaging and a Ligne are marketing specifically towards this healthcarespace. So we we literally did a one. Eighty on our website, we changed allthe messaging on our website. We really focused on that health care and lifesciences. Market and away we went- and you know it's- it's not a small worldright, it's very specific, too this area, but healthcare is a huge industryacross the country and across the world, and you know I don't want to say it'srecession, proof because nothing is. But you know people need healthcare.People lead medical devices and with the aging population, it's just anecessity and it's a gap that we we we like to Ha e to fill, yeah and, and soyou've found yourself sort of specializing in this area. But and likeyou said, I mean it, it can be noisy. So you know we've kind of got threedifferent topics: three different areas...

...that we're going to touch on when itcomes to. Okay, now, you've found yourself in in this area in thisvertical. Whatever it is, you know what, then, can our listeners do? Well, weere fortunate, because sales force is the platform that we work in and theyhave a very strong partner program. So you know, for example, salesforce sellsyou the licenses and the platform for their product, but you need a partnerto to get stood up on it right. You need to really customize it towardsyour business functions and a lot of platforms are like this right, so weactually had really good relationships within that PARTNERICO system. I knew alot of the account executives and they trusted us with their business. So youknow they have a thousand account executives out there running aroundselling. If you can get your message to ten of them, hey here's who we are, andhere 's what we do. They can bring you into deals and they're very good deals,because they're about halfway done...

...their customer is interested. It's notlike you're walking into the door of a prospect and saying hey. You know fromstoop to nuts trying to take them through the sales cycle they're alreadyhalfway through the sale cyclein and it's it's a pretty warm hand off, andif you get a referral from a partner, a platform, the NHAT's half the battle,you know, R r. Our win rate within the channel is about fifty percent of alldeals that come through. So that was a really good starting point for us. Butagain you know it can only take you so far and the risk is. You know what, ifa couple of the projects that you start off go wrong. Well, word gets around,thankfully, that hasn't happened at all. We've done a pretty good job and we'vedone a great job for our clients, but it can happen right. A deal goes southwhere it gets around within that partner channel and all of a sudden,you know those account executives, aren't giving you anymore deals. Secondly, you got a staff really quick,because you know they sell the licenses...

...and we have to jump in within two tothree weeks to start the project because they don't want to be payingfor licenses that are just sitting on the shelf. They want to get up andrunning as soon as possible. So part of the deal is they sell the licenses? We have to getgoing as quickly as possible. That can be a problem when you're scaling right.If you have three or four people and e'rewe've grown beyond that now,thankfully, but in order to to be able to meet the demands of the client, youneed to be able to get on that project as quickly as possible, and that makesit really difficult to scale MHM. Do you have any pieces of advice, then,when you're, when you're talking about this idea of you know, scaling quicklyand and aggressively yeah wh we did, was you know one of the the ideas wehad was to start up an outbound sales team. So what that outbound team hasenabled us to do is extend that tipeline forward six to eight months.So we can see what our staffing needs are going to be to be able to hit thedemand for those projects, and it's...

...been great: It's old school, it's youknow literally lead getting leadless in into the hands of our salespeople. Weuse sales force. We we drink the coulaid for that for moving the dealsthrough the pipeline, but it's dialing. It's leaving voice mails, it's it'semailing is follow up, and people sort of you know say cold. Calling is dead,I'm here to say it', it's actually pretty much alive and well. We've hadreally good success with it, because what what happens is is you know youcatch? You make sixty calls in a day you may catch two or three people orfour people in a week that have just walked out of a meeting with their boss.That says we're having issues with our forecast. We need visibility to ourbusiness. Go find crm that that can help us out here and or they're aboutto walk into a meeting with their boss, who they know is going to ask what's todeal with the crm project going on right now. Where are we with it and ifyou catch them at the right time, you...

...could have that conversation and thatconversation then moves into another conversation about our capabilities andthen soon enough you're in a conversation about scope and what theyneed to do and then all of a sudden we're talking about a statement of workand then all of a sudden we're talking about a project plan. So you can seehow that upbound sale cycle can really feed that pipeline. You know over timewith with some some real targeted, dials and real targeted messaging yeah,and you know it does have a certain old school fiel to it and the people thathave said you know they're calling is dead. You know it's. Maybe it's becauseit's it's not as easily scalable. You know you can't send out. Ten thousandcoal calls at once, and the processes is a little bit slower.But, like you said you know, there are still positive results to be had ifyou're willing to put in the time in...

...the effort and continue to cultivatethose relationships exactly and the other piece of it is content right. Sowe have good content creation going on talking about our customer stories.What we've done for our customers in the past? What some use cases are forusing the platform in this manner? What are some other use cases how to provideers use sales force because you got TA. Remember it's a really differentindustry. Healthcare providers are or a different business model than you know,regular old manufacturers or professional services company. So if wecould get real specific content about referral management or intakemanagement and how we help he, a healthcare provider, improve theirreferrals or improve their their outbound activitiesto dial into providers to increase those referrals, and then we cangenerate that content. Get that into our outbound team's hand, put it on thewebsite as well, but get it into our outbound team's hands for proof sourcesand say hey. You know I wanted to have...

...a conversation about this. Here is aquick block post about how we helped another health care provider or how wehelped another medical device company here you go that really gets goodtraction with our clients, improves our subject matter, expertise and andreally H, gives US industry expertise. It also feeds the channel right. So ifI can get that content into the hands of you know, a hundred sales forceaccount executives who want to help their clients and want to get contentinto their hands 'cause. They want to stay top of mine with their prospectsand with their customers that amplifies our message right. It's it's almostgeometric versus you know one person emailing on my team. We have you knowfifty people emailing on their team into fifty different clients. So youknow, and we've seen proof that that that's working for us it's it's we'rewe're starting to see some business come in through that channel. Becauseof that it also keeps US top of mind...

...for the channel as well. Hey these guysare healthcare and life sciencist subject matter experts m, then I'mgoing to use them on my next deal. Yeah- and I think this was this- is one ofthe the medias points that I was excited for us to to make on. Today'sepisode is that You v you've got this content and then you've mentioned. Youknow this. This content is Um fueling, your you know, website for any inboundleads Youre, then giving this to outbound sales and preparing them withthis content, and, and thirdly, you're also strategically using it withwhatever partner channels you might have. So I mean you can be it's justjust being deliberate about we've got this resource. We've got this content.How do we most strategically use it to again help differentiate our businessfrom from the rest of the back? You got it, that's exactly how it goes. Well,John. I think this has been Rome, tremendous content, and you know if any of our listenersare interested in following up either...

...about today's topic, which I think is apowerful topic or they want to learn more about saxos solutions or they.Maybe they just want to connect with you professionally. What's the best wayfor them to go out doing that they can visit saxa solutions, dotcomand message me through there, or they can send me an email directly, John atsaxte solutions, otcom Ta, J, Wa Chep. Well, I just wanted to say again, youknow it', it's just the testaent to the the power of this show and howfortunate we've been to get to connect with you know, industry leaders such asyourself and so sor strongly encourage ingy of our listeners. We 'reinterested to definitely follow up and John Thinks again. So much for yourtime is a pleasure having you on the show today. Excellent. Thank youJonathan. If Youre Br, we want to feture you onsites like the Huffinton Post, social media, examineer, ite worker. Everyweek we send that a question really temaretwe use the responses to thosequestions to feel the content. We write...

...for really popular websites so headover to sweet dish. MEDA datcom, slash questions and sign up today. Thank youso much for listening until next time.

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