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 with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run out of content ideas again. Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the B tob growth show. Today we are joined by John Roundsville. John is the cofounder at saxa solutions. John, welcome to the show. Thanks for having me. I'm a recent and frequent listener. You know, it's just it always tickles me when we get to actually feature, you know, our listeners on the show. You know because, honestly, we...

...are, we're generating content for our listeners. So our listeners are the ones that are also, you know, bringing their own expertise to the show. It's just it's just just fantastic content creation. John, today we are going to be talking about I think, something very cool. How to scale and differentiate your business. You know, we have a lot of listeners that are in it can be find themselves in very noisy space. Is So this is a topic that is frequently top of mind and I want to get into it. But before we do, obviously John tell us a little about sacks of solutions and what you and your team are up to these days. Yes, so we are a healthcare and life sciences business process consultant. So we consult to healthcare providers, medical device companies, biotech companies on sales and service process any kind of business processes they have. We are also partnered with sales force. So what we do is we as we provide sales forces the platform and move those companies onto the sales force platform. So that's what we consult around.

Yeah, and you had mentioned that you just you just got back from from dream force just last last week. Yeah, Dream Force. It was so yeah, speaking of noisy it's drink forces. Is the the annual conference. I think it's might be the largest business conference out there. Two hundred thousand people congregating in the city of San Francisco, basically crowding everyone else out. So yeah, we just get back from their really interesting stuff going on but also, you know, really difficult to plant your flag as well. Yeah, I know what it's going yeah, you know, and as it's a perfect transition to you know, talking about I mean you're over there with two hundred thousand plus p well, I mean it's a it's a huge conference, but you've got a lot of people trying to scale. They've gotten a lot of people trying to differentiate their business. So those sort of the the genesis, the inception of this topic today. So, Johnny, why do...

...you why don't you take it away? I think we're going to be kind of starting with content, but I don't want to step on your toe. So so where are we starting today? Yeah, so, so, just to just to back up a bit, in the sales force ecosystem and with with any sort of platform like that, be at Google or Amazon web services or or even Microsoft platforms, there are just huge ecosystems out there. So one of the issues that we had when we started about two years ago was how do we differentiate ourselves from the other consulting partners in the space? So, you know, it's one thing to be Jack of all trades, master of none, and some partners go at it that way. Some consulting partners actually pick a vertical, healthcare and life sciences happens to be the one that we picked, and then some partners actually go ahead and pick a platform or or a cloud to really work in. We actually chose healthcare and life science as we had a couple of different options. We had some expertise and in...

...energy. Keep in mind two years ago the price of oil was literally putting companies and countries and bankruptcy. So we also had expertise in hospitality, but we thought that was a bit too narrow. We had a good amount of expertise in healthcare and we're actually based in the Boston area, so it's a really nice nexus of healthcare providers, lots of hospitals, there's lots of technology companies, there's lots of biotech here, and then there's also a lot of cash. There's a lot of capital here for investments. 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 at pieces of business that are coming in the door and you know that that's what happened. You take what you can and you want to you want to start making some money as soon as you can. But as about six months and we started to get more and more healthcare deals coming in the door, and then my partner...

...and I decided to make it the you know, decided to pick a lane, as it were. We said, okay, we have all this business coming in, let's realign our messaging and align our marketing specifically towards this healthcare space. So we literally did a one hundred and eighty on our website. We changed all the messaging on our website. We really focused on that healthcare and life sciences market and away we went. And you know, it's not a small world, right. It's very specific to this area, but healthcare is a huge industry across the country and across the world and you know, I don't want to say it's recession proof, because nothing is, but you know, people need healthcare, people need medical devices and with the aging population it's just a necessity and it's a gap that we like to fill. Yeah, and and so you've found yourself sort of specializing in this area. But and like you said, I mean it can be noisy. So you know, we've kind of got three different topics, three different areas that we're going...

...to touch on when it comes to okay, now you've found yourself in in this area, in this vertical whatever it is. You know what, then, can our listeners do? Well, we were fortunate because sales force is the platform that we work in and they have a very strong partner program so you know, for example, sales force sells you the licenses in the platform for their product, but you need a partner to get stood up on it right. You need to really customize it towards your business functions and a lot of platforms are like this. Right. So we actually had really good relationships within that partner ecosystem. I knew a lot of the account executives and they trusted us with their business. So, you know, they have a thousand account executives out there running around selling. If you can get your message to ten of them, Hey, here's who we are and here's what we do, who they can bring you into deals, and they're very good deals because...

...they're about halfway done, their customer is interested. It's not like you're walking into the door of a prospect and saying hey, you know from stoop to nuts trying to take them through the sales cycle. There are already halfway through the sale cycle and it's a pretty warm handoff and if you get a referral from a partner platform then that's half the battle. You know are win rate within the channel is about fifty percent of all deals that come through. So that was a really good starting point for us. But again, you know it can only take you so far and the risk is, you know, what if a couple of the projects that you start off go wrong? Well, word gets around it. Thankfully that hasn't happened at all. We've done a pretty good job and done a great job for our clients. But it can happen right a deal goes southward, gets around within that partner channel and all of a sudden, you know, those account executives aren't giving you any more deals. Secondly, you got a staff really quick because you know they...

...sell the licenses and we have to jump in within two to three weeks to start the project because they don't want to be paying for licenses that are just sitting on the shelf. They want to get up and running as soon as possible. So part of the deal is they sell the licenses. We have to get going as quickly as possible. That can be a problem when you're scaling right if you have three or four people, and we're we've grown beyond that now, thankfully. But in order to be able to meet the demands of the client, you need to be able to get on that project as quickly as possible, and that makes it really difficult to scale. MMM. Do you have any pieces of advice then, when you're when you're talking about this idea of, you know, scaling quickly and and aggressively? Yeah, what we did was, you know, one of the the ideas we had was to start up an outbound sales team. So what that outbound team is enabled us to do is extend that pipeline forward six to eight months so we can see what our staffing needs are going to be to be able to hit the demand for those projects, and it's been great. It's old school.

It's, you know, literally lead, getting leadlests into the hands of our sales people. We use sales force. We drink the Koul aid for that, for moving the deals through the pipeline. But it's dialing, it's leaving voice mails, it's it's emailing as follow up, and people sort of say cold calling is dead. I'm here to say it's actually pretty much alive and well, we've had really good success with it, because what happens is is, you know, you catch you make sixty calls in a day. You may catch two or three people or four people in a week that have just walked out of a meeting with their boss that says is we're having issues with our forecast, we need visibility to our business. Go find crm that that can help us out here, and or they're about to walk into a meeting with their boss, who they know is going to ask what's the deal with the crm project going on right now? Where are we with it? And...

...if you catch them at the right time, you could have that conversation and that conversation then moves into another conversation about our capabilities and then soon enough you're in a conversation about scope and what they need to do, and then all of a sudden we're talking about a statement of work and then all of a sudden we're talking about a project plan. So you can see how that outbound sales cycle can really feed that pipeline. You know, over time with that, with some some real targeted dials and real targeted messaging. Yeah, and you know it does have a certain old school feel to it and the people that have said, you know, the calling is dead. You know it's maybe it's because it's not as easily scalable. You know, you can't send out tenzero goal calls at once and you know the processes is a little bit slower. But, like you said, you know there are still positive results to be had if you're willing to put in the time and the effort and...

...continue to cultivate those relationships exactly. And the other piece of it is content, right. So we have good content creation going on, talking about our customers stories, what we've done for our customers in the past, what some use cases are for using the platform in this manner. What are some other use cases? How to providers use sales force, because you got to remember it's a really different industry. Healthcare providers are a different business model than you know, regular old manufacturers or professional services company. So if we could get real specific content about referral management or intake management and how we helped the healthcare provider improve their referrals or improve their their outbound activities to dial into providers to increase those referrals and then we can generate that content, get that into our outbound team's hand, put it on the website as well, but get it into our outbound team's hands for proof sources and say hey, you know,...

I wanted to have a conversation about this. Here's a quick blog post about how we helped another healthcare provider or how we helped another medical device company. Here you go. That really gets good traction with our clients, improves our subject matter expertise and really gives US industry expertise. It also feeds the channel, right. So if I can get that content into the hands of, you know, a hundred sales force account executives who want to help their clients and want to get content into their hands because they want to stay top of mine with their prospects and with their customers, that amplifies our message right. It's it's almost geometric versus, you know, one person emailing on my team. We have, you know, fifty people emailing on their team into fifty different clients. So you know, and we've seen proof that that's working for us. It's we're starting to see some business come in through that channel because...

...of that. It also keeps US top of mind for the channel as well. Hey, these guys are healthcare and life sciences subject matter experts and I'm going to use them on my next deal. Yeah, and I think this was this is one of the media's points that I was excited for us to make on today's episode, is that you've got this content and then you've mentioned you know this this content is fueling your you know, website for any inbound leads, your your then giving this to outbound sales and preparing them with this content. And then, and thirdly, you're also strategically using it with whatever partner channels you might have. So I mean, you can be it's just just being deliberate about we've got this resource, we've got this content, how do we most strategically use it to you again, help differentiate our business from from the rest of the back you got it. That's exactly how it goes. Well, John, I think it has been some tremendous content and you know, if any of our listeners are interested in following up either about today's...

...topic, which I think is a powerful topic, or they want to learn more about saxa solutions or they maybe they just want to connect with you professionally. What's the best way for them to go about doing that? They can visit Saxa Solutionscom and message me through there, or they can send me an email directly, John at Saxa Solutionscom. That's JH. Well, I just wanted to say again, you know, it's just a testament to the the power of this show and how fortunate we've been to get to connect with, you know, industry leaders such as yourself, and so strongly encourage any of our listeners who are interested to definitely follow up. And John, thanks again so much for your time. As a pleasure having you on the show today. Excellent. Thank you, Jonathan. If you're a BEDB marketer, we want to feature you on sites like the Huffington post social media examiner and chief marketer. Every week we send that a question related to be to be marketing. We use the responses to those questions to feel the content we write for...

...really popular websites. So head over to sweet fish Mediacom questions and sign up today. Thank you so much for listening. Until next time,.

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