Andrew Horton, Motivational Sales Speaker and Sales Enablement specialist, joined Regional Host for Africa, Dave Nel, to explore his approach to developing an effective sales training ecosystem for the businesses they work with.

While there is a lot of great insights in here, here are two areas that I want to call out specifically in terms of building a great training approach.

1️⃣ Understand what are the organization’s core challenges.  Dig in and understand what challenges the business is having, what is working well, and how they work.  As part of this, dig into what the top sellers are doing , understand their activities and replicate them.

Package these activities up for others to replicated.

2️⃣Dig into individual sales strengths and weaknesses to create a specific coaching plan for each individual.

The goal, of course, is to custom-tailor sales training and sales coaching so that each individual is raised up, along with the team, as you move towards better achieving your corporate goals.

Give a listen and remain curious.

 

Audio Transcript

Andrew Horton
You will fire away. As soon as we were ready, you are alive.

Dave Nel
Welcome to everybody. We are streaming live from two different places today, one from Cape Town, South Africa, one from Johannesburg, South Africa. And we’ve got my good friend Andrew Horton on the call with us today. World Class sales experts. And what will I say COVID convert who says his life has changed dramatically given given COVID. But for the better it sounds actually, Andrew. If you don’t mind, thank you so much for joining us today. I’d love you to take a few minutes, just introduce Who is this crazy man on the other side of the camera, and maybe a little bit about your your business and the things that you’re passionate about? Awesome.

Andrew Horton
Thanks pretty much Dave. As far as as far as the business is concerned, I think we’ve all realized, with COVID I was I was loving my loving my life before COVID started I was on my feet six days a week training away like a like a madman and traveling. And that’s something I think I miss the most is the Traveling is you know waking up every every day in a different place and working with different people etc. And I think the biggest change that this whole COVID nonsense has brought is it’s changed the way we train, it’s changed the way we do business. In it, you know, I kind of instead of having to travel, get to the venue, stand on my feet for eight hours a day, I’m done. I literally walk into my bedroom, sometimes I don’t even take my shorts off. Well, I mean, I’ve got my shorts in a decent shirt, which is pretty much I’m faced at the moment. Yes, and you don’t even need to dress up you you literally sit in front of the camera, you you do your thing for an hour. And and then, as crazy as it’s been, I mean, I’ve done a heck of a lot of development work as far as products are concerned, we’ve we’ve taken our business completely. I mean, we’ve always had an E learning platform that we develop that e learning platform to stage now with it’s kind of a standalone because we our whole learning delivery methodology was based on classroom based sessions with audiobooks and E learning as well as learning etc. But now what we’ve done is we’ve kind of made it just the E learning with audiobooks as a standalone process or a standalone solution. And it’s given us a whole lot of independence. Now in it, you know, we now have a business that I can live anywhere I want in the world. And it gives me the ability to 20 473 65 people are buying the product, you’ve got income coming in, even when you’re sleeping. So in many ways, like you say there’s always a silver lining in missing the trip, for sure. But certainly, the silver lining is Yeah, working from home has been fantastic. It’s been a massive change. As far as backgrounds concerned. I’m not one of those sales trainers, what article myself as a sales trainer, because that’s pretty much what I am now is someone who’s read a lot of textbooks and you know, sort of put some stuff together. I like to rather think of myself as a practical guy, I’ve, I’ve bought and sold businesses, I’ve started numerous businesses. So I’ve kind of got my hands dirty over the years, where all the stuff that I teach kind of come from, I guess you could say, the Laboratory of my own businesses, my own experience, etc. But as well as I did a PhD, I never finished it, the professors and things drove me insane. But I sensibly did all the work. So the whole idea behind the PhD was to design a learner delivery methodology for adult learners to support them to basically take something they needed to learn in this case, it was it was sales. So finding out what the perfect or the right practices were within an organization. And using this learner delivery methodology, which consists of audiobooks, e learning, m learning reminders, etc. Taking the right activities, and through the process, converting it into a new sale success habits. It’s so amazing, we’ve had remarkable success with it. So that’s kind of the background is I’m not a textbook. I’m not a textbook junkie, I mean, obviously, I’ve read a lot of a lot of articles and textbooks and things along the way. stuffs that are teaches practical.

Dave Nel
Well, I mean, I’m looking forward to see where you take your laboratory of life next, right, because now you can go anywhere in the world. So it’ll be interesting to see where where you end up next. But you mentioned something that that I’d love to hear a little bit more about, and that that’s this idea that, you know, sales enablement, professional sales enablement, leaders often wonder how am I going to help create learning for my sales professionals and you say you’ve developed a little bit of a platform or process to do that and I’m interested to hear a little bit about how you deploy learning to sales professionals, given the shift that we’ve we’ve seen in the world today.

Andrew Horton
Awesome. Okay. So literally the most important thing is is I look on Training is a four stage approach. And the first thing that you need to do is you need to look at the organization, you need to have a really good understanding of what is that specific organization’s challenges? You know? In other words, what where do we need to uplift them? Where do we need to upskill them, etc. The way that I do that is I run a mind storming session. Now, those mind storming sessions traditionally, or ran face to face, but now we’ll be running them, we’re running them by zoom, etc, which is working, it’s actually working pretty well. So literally, the whole point of the mind storming session is to unlock understanding around what’s not working, what is working. And also what we do is we invite the top sales professionals to the mind storming session, and we get a feel for what do they actually do, because at the end of the day, in every organization, I’m yet to come across one where you haven’t got your super top performers that no matter what happens in economy, no matter what goes wrong, these guys perform every year, they correct the sales targets.

Dave Nel
They’re unicorns, aren’t they, they’re always there.

Andrew Horton
They’re always there, right. So those are the guys that I use as a barometer. So I basically use them to develop something that I refer to as a predictable sales process. So what a predictable sales process is, it’s looking at exploring the the outcomes, the objectives that these guys actually want to achieve on a daily, weekly, monthly basis. And then we convert those into activities. In other words, stuff the team can do. So now we have an absolute outline of the perfect the right activities, predictable sales process, that once we can empower the sales team to do all of these things that are going to succeed because these guys year after year after year are succeeding. So we literally packaging the perfect the right activities into a predictable, a documented process which we can teach to the team. So now we know what the team basically needs to do. activity was not theoretical, you know, construct an ideas and a one size fits all process. But we now know exactly what that team needs. The next thing is is we say, okay, so every single salesperson has a different sales acumen, we all have the ability to sell, I mean, as you know, we constantly influencing people around us. And I mean, what is positive influence, it’s sales. So we all have the ability to sell, but some of us just are a little bit better than others. So what I like to do is, is we then do a behavioral assessment. So that behavior assessment looks at eight specific criteria, it looks at intrinsic motivation, character, tendencies, disposition, ability to be systematic and organized. The ability to understand my own value proposition, the ability to communicate effectively, the ability to ask the right questions, and be attentive, and the ability to nurture those long term mutually beneficial relationships. And then obviously, we refer to as time management, the ability to do the right activities. So what this assessment does, is it creates a unique, personalized coaching document for each sales professional, that coaching documents, the get gets what’s normally about between 34, and depending on how much work the guards need. And also, you know, we need to make them feel safe, because it’s it’s not a psychometric test, but it’s rather a test based on what you feel, you know, it’s, it’s really, I feel I need work in this area. So it then generates this coaching report, which the leadership uses. So that’s another thing that we find is very effective is we actually feel that that one on one coaching with this with the sales leadership, first of all, the sales leadership, it’s not it stops being an inquisition about you get out there and do it, but draw that so how can we approach the market? What can we do to get this it becomes a supportive process, as well as while they’re doing this coaching session, they’ve got specific behavioral changes that they’re going to be making. And as they make those individual behavioral changes, the sales professional, the individual improves and becomes better and better and better as time goes on. So we’ve not looked at the individual we’ve looked at the organization we’ve looked at process. And then finally, we then introduce a learner delivery methodology. And that consists of a multitude of different processes. As you know, we learned three three different ways you obviously learn visually, auditorily, and kinesthetically. So we try to introduce all of those tools and processes into the system, the objective, the objective is always getting the person because now we know what they need to do. Remember, we’ve got the predictable sales process, we now need to find a way to unlock it. And through the process, which I’ll describe to you in a moment. We convert what they know what they should do into the new sell success habits it so at the end of a 90 day, that’s our shortest training program that we that we run at the end of 90 days. What we’ve done is we’ve taken the exactly what they should do, and with reminders with audiobooks with E learning classroom sessions, etc. We’ve caught Get that into the new sales success agency. So these cars are literally performing all the right activities literally on autopilot every day. We’ve had remarkable success. I mean, to the point that we are so confident now we offer 100% money back guarantee, I don’t say I’m gonna improve yourselves by 50%. But I say your team’s attitude. And each person’s performance will improve otherwise, we give you 100% money back, never ever refunded anyone’s man? Well,

Dave Nel
I mean, what you’re saying over there, Andrew, and thank you for sharing that it’s so useful for sales enablement, professionals, when they thinking about building that ecosystem for performance, right? That, that aligning to the organization, and the challenges that organization has is so key. But if you really want something to be owned, you need to make sure you’ve included your sales guys in the design, otherwise, it’s just going to be a tell. So I love how you pull in those diamonds or unicorns or whatever you want to call those guys who just always perform no matter what, and and make them the center of your study. Right?

Andrew Horton
Because I mean, they the guys that know them, I mean, they the guys at the coalface I mean, who knows better what’s going on the sales director sitting in his in his ivory tower, face every single day, that’s meeting the customers understanding the challenges, seeing how the markets are changing, etc. Something else that I’m really, really big on, and I’ve gone into it in a massive way. In fact, I’ve got an entire module that I teach called a SWOT analysis, I am a absolute monster when it comes to using that tool. It gives you such an understanding and what I recommended, and we introduce it all our all our customers is, each individual does their own personal SWOT analysis monthly theme. In other words, the sales manager with these couple of guards gets to get a quarterly, the sort of department would get together every six months. And the organization is an organization once a year does a big SWOT analysis. So they have a complete understanding of what’s going on out there. what’s working, what’s changed, what’s new, what new products do, we need to develop, you know, you don’t want to be the dinosaur. What is the blockbusters video, you want to be the new product. And you can’t do that if you’re not looking outward, and mostly inward as well, same guys, is what we try to sell screw what the market needs, because I don’t care how much you try to sell steam. If you try to beat a product to death, who’s whose lifespan is over. That’s just impossible. So this is into it. It’s not just about understanding organization, it’s understanding what’s going on in the market. So that you can say, guys, is what we selling, still working. So it’s a multi pronged approach when it

Dave Nel
comes to it. And I want to ask you a little bit about the learning that you develop, but just quickly, with those top unicorn sales, guys, because I’ve often faced this challenge. So I’m keen to hear how you did when you sit them down, and ask them to tell you what they do that makes them successful. After they can’t tell you. They can’t articulate it. So I’m interested how you have that conversation to, you know, extract the the nuggets and the key parts of the process. I don’t know, if you have any special tricks for us.

Andrew Horton
That’d be absolutely rad. I’ve actually built a process. So it’s a questioning process. Because as as much as the sales guys will say to you, I don’t know what I do, they actually have a system they have an they must have a system. And and I know that whatever system because I’ve got a way not to it’s a facilitation process that I sit with the guys, and literally, you know, depending on, on how tough and also depending on how much they want to help the other guys, and they’re all certain Gods boys can. But the ones that are open, I can normally unlock that in two hours, 90 minutes to two hours. But sometimes it can take up to half a day. So but I’ve got a process that I followed. And it’s a obviously it’s been trial and error over the years have developed this process where you ask the right questions. And if you ask the right questions in the right way, eventually, you actually pull that information out of the gods very successfully.

Dave Nel
So probe probe effectively and give it some thought before you sit down with the with the sales leaders. You know, you’ve got the unicorns, I guess I call them. You can’t just sit down and say tell me about your process. But really think about what questions you want to ask first.

Andrew Horton
Exactly. And that’s what I say. It’s again, it’s a process. As you do it more and more, you realize it just unfolds. You know, and I think that’s like anything, there’s a learning curve. And I’ve certainly I think we’ve been at this now since Well, let’s say full time 2006 so let’s just say a few years,

Dave Nel
hey, we’ve

Andrew Horton
been doing this for so long. I would hate to go 611 look at some of the E learning programs I was putting out there. Well, we

Dave Nel
well we learn by being relentlessly curious. And you were saying that about the SWOT analysis, that’s really what it is. Be curious about what’s working and what’s not working in your business, but not just once, always, relentlessly, constantly keep thinking and thinking and thinking and revisiting. And I want to ask you on that, that learning, I guess that you the learning content that you put out, I know, you mentioned that you got to put multiple different types of learning out there, especially for sales, guys, because they all learn differently. Talk to us about that. Okay,

Andrew Horton
so the most the most important first first phase is, and we either do this, obviously, we used to do it with the claustrum by session, session and face to face, you know, when you can actually see energy, you can see understanding, you can feel what somebody, you know, how somebody’s responding to what you say. So I left the classroom base. Again, it’s been challenging this year. So we’ve done it slightly differently, where we’ve done it with, with sort of zoom and teams and all different different products, that literally the most important thing is to ensure that while you’re going through this, but going through this process of introducing, because that’s the most important thing is you’ve got to creating theism, you’ve got to create, you know, because obviously, you’ve worked with a group of guys, and those kinds of influences in the first place. So you worked with those guys, you built up that predictable sales process. So you’ve already built up some kind of excitement in the organization, these guys are influences so they go back and I share. And so by the time you get to be with the guys, when you actually doing the first either face to face workshop, or the zoom story, which I don’t absolutely love, I’d like I said, I prefer the face to face thing. But if you can’t do that, there is already an excitement. And there’s already some kind of they interested in what’s what’s to come because the guards have already said, Oh, this is this is amazing, I’ve contributed kind of thing. And they know, these guys are performing every year. So there’s an incentive, these guys are taking on the big paycheck so that they obviously are enthusiastic and willing to learn. And so that my main objective is really obviously to introduce them to the predictable sales process, introduce them to the tools, the resources, etc, that we’re going to be utilizing. But the main objective is, is make sure the gods are excited to go forward in the process. Because as you as you know, learning is a is a process and it’s not something that that you can just do in a day. So the way this process works is it’s an ongoing process of support and engagement. So once we’ve done the face to face workshop, we’ve obviously done the assessment, they doing the weekly coaching with the with yourself leaders, we then introduce it. So let’s just talk about the learner delivery methodology. So it’s taking the specific predictable sales process and going through a systematic delivery process to convert this the right activities into let’s call it the new sales success. habited. So as we go through the process, once we’ve done the face to face, enthusiasm, Introduction to the tools,

Unknown Speaker
the build up.

Andrew Horton
Okay, so what the audio books basically do is it’s a two pronged attack. The first thing that audiobooks do is it helps you to take long term memory and convert long term memory, at least short term memory to long term memory because because you’re going to be listening to those audiobooks over and over and over again, those mini glial cells because every single day, our brains because we’ve got limited memory capacity, our brains actually format themselves, you’ve got what they call malignant cells, and these many kill cells, if it’s an unimportant stuff that’s going to form it out of your brain. But if you’ve heard it again, and again and again, repetition, your brain goes, Oh, hang on a second. I’m gonna hang on to that information. This must be important. I’ve heard it so many times. Right. The other thing that it does is, you know, when you wrote an exam at school, you used to wake up at two o’clock in the morning, God dammit, man, I knew that information. Right? So what what this does instead of taking information and just throw it into your brain in a completely disorganized fashion, it takes the information in it literally puts it into a filing cabinet so that when you need it, you literally go and you go, Okay, so there’s the information. It’s organized in my brain. I can recall it’s exactly what I just said that’s what the audio plays. But it states audiobooks have done is you know it right and that’s what most of us doing when you when you train most salespeople they normally go well, I know all that. But the bottom line is you might know it, but are you doing it? So the audiobook is, like I said, it’s just to convert short memory short term memory to long term memory and organize the information but now it’s just information and knowledge. The next step is we now introduce the elearning or what we call our online sales enablement solution. And what the online sales enablement solutions they do is it’s designed with questions and videos and audios and text and a whole lot of really powerful stuff. The guys engaged with the online sales enablement solution daily, and I tried to save 30 minutes a day, some guys do more, some guys do this. The amazing thing is you can literally look at the guards, the guards that have put the most effort into the online sales enablement solution, these guards I mean, we’ve had guards get as much as 280% sales growth in five months. And those are the gods who really dug in. And you I

Dave Nel
guess at the end of the day, it’s it’s if it in if it out right or results out. So you really got it. Yeah,

Andrew Horton
you can literally see the results. It’s unbelievable that. And so what what this does what the online sales enablement solution is designed to do is, that’s why it’s recommended 30 minutes a day. So you learn a tool, you apply it the next day, so So like I said, the audiobooks are about gaming, the knowledge, the online is about applying the knowledge. So it’s about taking the knowledge and saying Okay, so what can I do with it? In other words, how can I apply the the learner to at least the predictable sales process? How can I apply my predictable sales process on the job, and then what we do is, is so they’ve now got the know it, they doing it, but one of the things that we noticed as you’re going through the process was willpower is a depletable resource as we know, right. So because we’ll pop in a depletable resource, the other thing that we started doing was reminders. So we do a whole lot of reminders, we use WhatsApp reminders, email reminders, SMS reminders, we use a whole lot of different different tools. And we use accountability partnership, so we try to remind the guys as much as possible. So they know the knowledge, they know what to do. In other words, they’re doing it because of the online system. And then we keep reminding them to keep performing those activities. And as you know, of the 66 days, once you’ve performed something every single day, if you start to get that habit, right? Like in the predictable sales process, the perfect behaviors, and with our learned delivery methodology, we’ve converted it into the new sales success on autopilot,

Dave Nel
and you know, the lessons for me as a sales enablement leader listening to you, I’m thinking to myself, you can build the perfect process, the predictable sales model, right, you can do that. And everything will fall apart, you can build the predictable sales process and put training in place, and everything will fall apart, you have to put the whole ecosystem together and I love that that end part of I know, I do. And I’m reminded, right and think to yourself, which one is missing, if any, in your in your ecosystem.

Andrew Horton
So it’s literally it’s literally a case of what we try to do is we’re trying to support people to use their time as effectively as possible. So why do we send emails, we know that and it’s terrible, and I’m not going to call themselves professionals, I’m gonna put themselves people because self professionals don’t do this, but sales people for hours reading emails all day and you know, that’s funny cat emails, and all that rubbish will be in another cat email. This one is a beneficial one, which is reminding them to perform some sort of activity that they need an inspirational message. So it’s not like it’s going to take more time out of the day. We also have an immune learning platform, which is little rapid learning pieces of information. It’s a little videos that’s on the on the mobile device, either they’ve got a tablet, or they’ve got a mobile phone or whatever it is. And you know what it’s like you always get to a meeting you got a little bit early you sitting in the car right now whatever. Instead of wasting that time you listen to some powerful short little video that might give you it might be the tip that you walk in, you try this new tool, this new idea, whatever Wow, boom and you close the cell that you might not have been able to close. So we’re looking at trying to introduce things from every possible angle. Listen, not everything we tried worked, okay,

Dave Nel
no, I was gonna ask

Andrew Horton
a fortune buying bangles and we had all these little messages put on the bangles and it was I will until I can’t even remember all the crazy statements we made. And the whole idea behind it was we wanted to remind people to do things you know what it’s like if you wear your watch on your left arm all the time eventually don’t even know that this the whole The idea came We had lots of ideas. The idea was to put it on your left arm today and read the will until thing but the next day put on your left arm so you felt or at least on your right arm. She felt a little bit uncomfortable. And it was a very big expense for the Very little return the craziest thing of all of all the things that we tried because we tried too many, the one that I really didn’t want to work and we can’t know why it does was when we started actually sending weekly reports. So when the leaders were going to be running the coaching sessions, we send a weekly report from the E learning engagement Grotto, it says, don’t engage 30 minutes a day sera didn’t please don’t, you know, don’t give her a hard time. But rather just encourage and say, What happened this week, Sarah, that you didn’t manage, because like I said, the biggest barometer because I mean, there’s no way for us to tell whether they’re listening to the audio books or any of the other tools. But the one tool that we could measure, and police I guess you could call it was the online sales enablement solution. So the moment we started sending those weekly reports, and during those weekly coaching sessions, the sales, the sales leaders kind of encouraged and it was, you know, you battled last week, what can we do to help you the best result we got, I’m not gonna mention the company, but they sell automotive generators in the mining industry. 290% growth overall for the company in five months was amazing. But the reason was they cells leader, every single morning, the guys were kind of encouraged or whatever, whatever tasks to come in at seven in the morning, and from seven o’clock in the morning till 745. Every day, they worked as a team, as a, like a fun sort of environment the gods came in, and every day, you can imagine, they learned new skills, they fight each other up, they were all sorts of challenges and things going on with I’ll show you how I’m gonna do this today. And whatever the gods went out, we had the best results we’ve ever achieved, because the sales leader took this process and forced the guys to do it every single morning, but it became a team developmental thing as well. I tried it with other companies, but

Unknown Speaker
Well, what was it?

Dave Nel
I mean, I hear two things there. The first one is, and it’s a good lesson for all of the sales leaders and sales enablement professionals out there is meet your learners where they are, you know, so deliver your content to them in a place where they already are, don’t try and force them to go to where you need them to go. So I love that cat email, you know, whatever it might be, think about where your guys currently are and meet them there. That’s a great place to to learn and make it bite size, especially for the reminder stuff, you don’t want to remind someone with a 10 page document, you want it to be sure it’s quick.

Andrew Horton
Sorry that the WhatsApp the WhatsApp messages were probably about 140 characters, that emails with mostly pictures and exciting stuff. And you know, that’s the kind of way that we engage the guys. And then obviously, SMS is short, sweet. The SMS is were more inspirational kind of things, you know, like, get out there, you can do it today. And you know, that sort of just inspirational making make you want to, you know, you know what the hardest thing about sales is, when you’ve had your third person say no to you, and you’ve got to go Okay, so there’s no before, but I really got to get in there. And I’m going to, I’m going to do my best, those little messages. I think, as you get them in the day, just kind of put a little firecracker Undo button.

Dave Nel
And you know, just like you did Android at the beginning where you said, let’s focus on the organizational challenges. Before we do anything, let’s go do a deep dive there. For me, whenever putting any of these types of things in is focused on the organizational culture, because like you said, in some some places reporting works really well. And and and reporting in order to enable is key, how you land it needs to land in line with the culture of the business. For some people you got, you can be very strong, and it can be very task orientated. For other other organizations, it needs to be a conversation. So you’ve got to tread gently, I guess as that enablement professional of know your audience, right. Be curious around your audience, because otherwise you’re going nowhere.

Andrew Horton
I think that’s the secret. I think that’s been the secret to the success of our of our process was it was designed to first of all consider the organization what’s going on in the markets? What is the best practices in the organization? How can we introduce what’s the most effective way so that we don’t, because at the end of the day, I don’t want salespeople at the field. You want your team in the field doing what you’re paying them to do you want them to sell. So to take a team out of the field for five days, which some people do, some organizations do. And at the end of that five days, the guys have made me remember two or three things but they’ve been out of the office for five days. So what we always try to do is we try to accommodate the company and meet them where they are, you know if doing that one session a month is on a Saturday, nine times out of 10 not nine but but very often organizations say okay, cool. And then obviously with agreement with the team, we don’t even take a day out of the week. We Do I mean we do Saturday, as soon as sometimes even Sundays, you know, just to help the Gaza move, we’ve even done stuff where we have gone and literally gone in the morning, you know, we accommodate the teams if it if it means that, you know, we’re gonna do a five hour session, but it’s five, one hour morning session. So it’s before the team goes out. So the important thing I think, like you said is what is important to the company? And the second question is, how can I keep the team in the field as much as possible, and when you can sell it. I mean, I want you selling I don’t want to be having you in my training session when you could be at the earning because it makes a bed because your cells are going to be big field as little as possible. And I want to help as many tools as possible to not waste your time. So you are driving every space. And we’re not talking about a sales professional average person spends 500 hours a year commuting, that’s equivalent to two semesters at university, what are you going to be listening to the radio for good advice, educational stuff, specific educational stuff that will uplift you exactly where you need to be uplifted to become the best you can be. And that’s what we’re doing is not wasting people’s time, and trying as much as possible to add value throughout the sales day to help keep the account keep the gods inspired. I mean, they watch a little video short little clip, like I said, Give me those three noes you go in you inspired again, you get a yes, yes, sir. So well, little tools. And we basically the way we developed it was we asked loads and loads and loads of questions like, and the main criteria, as you said, is, is understanding the business, keeping the guys in the field as much as possible, delivering as much value throughout the day as possible, and making sure that we have a way to convert the right activities into the new sounds. And

Dave Nel
I’ve gotten, I’ve gotten that through the whole conversation with you is curious, well thought out. And then test test test. I mean, you were saying since 2006, you’ve been doing this and it doesn’t look the same as what it did when you started like there’s no chance. And I want to ask you, I’m gonna give you a one or two minutes, because we’ve really enjoyed learning from you today. Thank you so much just to brag, right? This is about sales enablement. Tell us something, anything that you find in the last couple of years long career that you’ve had, that you really, really proud of that you’ve accomplished a success from your team that you’d like to share anything around that, we’d love to hear from you please tell us,

Andrew Horton
Dave, I would say the thing that I’m really hanging my head on at the moment is, while we were sort of going through this lockdown process, I really looked at how people sell and I developed six completely new models, which are driven directly at how do I approach How do I approach my market? So I did I did vintage for to the concept called my Magnificent 50. So what we what we rather looked at, as we said, okay, instead of thinking that every single customer out there is a possible prospect, target them, have a look at them. So first of all, understand we’ve always done this, but this I’ve just dug down great, much, much deeper, and I said use your tribe. So identify your tribe know your tribe is those are your magnets. So now you’ve got 50 customers, you’re focusing on 100%, using social media, connect with them on social media, use email campaigns, use the telephone, use all of these combined into a multi channel communication strategy, so that you can constantly be in these people’s faces with tailored messages. So everything is not about you’re not gonna say that ever gonna send out 50 emails that exactly the same. You can get to know you’re going to research you can understand each customer and you’re going to send him an email, that is a pain point for him so that when he reads that hitting, it’s not there’s another email to delete. It’s going to be his exact pain point. It’s gonna be reading,

Dave Nel
but you know what? I want to say that it’s it’s funny. It’s exactly like you said, meet your salespeople where they are the same thing. Meet your client where they are, right, don’t blanket approach, understand what’s important to them, Go there

Andrew Horton
and tailor the message you don’t understand, sir. So he’s getting an email. It’s got his it’s got his tagline. You’ve gone on to social media. You’ve commented on something. You’re writing articles. You may be tagging him in an article that’s related to his pain point. He’s you picked up you by the time you’ve picked up the phone to call him. It’s Andrew Horton. We’ve seen that name before. He’s already associated you with some kind of expertise, which are related. What is specific challenges he’s experiencing right now and In amazing really sums up to about six specific modules, and including specific sales decks, all of the stuff that you need to make sure that you can support this process. When,

Dave Nel
whenever when you talk about this, you come alive. So we’re going to have to have you back at some point on six the six modules because I think there is definitely a shift in sales coming around a client of one. And in a specific journey for a client of one, and how as sales enablement, professional sales leaders, we can start thinking about that. So we will definitely have you back. Andrew, today has been energizing is the word that I would use. And it’s been thought provoking because it certainly made me look at my ecosystem that I have, and think, oh, have I missed a couple of things? Am I taking all of the boxes that you mentioned for us? I hope that if people have more questions, or would like someone to just look at what they’ve built and say, Hey, give me your two cents worth they can reach out and chat to you. I know you’re always willing to give somebody some thoughts and also hopefully learn from your mistakes that don’t make the same ones. We don’t want bangles all over the world.

Andrew Horton
I think we’ve all made mistakes, Dave, I’ve got a very, very open heart. And I think that’s been one of one of the reasons why we’ve been as successful as we have is, I am lucky this I do not do this. I’ve always had a very open heart and I’m a great believer. None of us have a what we like to call our intellectual property right. What we have is we repackage stuff, I Andrew hazard for want of a better word, and I tell you what’s working, and I put it into a workable methodology. And if I want to call it my IP, please come on. I mean, you got the the last car that really developed hoppy was Napoleon Hill Think and Grow Rich. Creating bits and pieces from is and we’ve we’ve put our own spin on it, you know, kind of thing. So yeah, well, I wasn’t really helping anyone. Okay, thank

Dave Nel
you. And that’s music to our ears at the coffee collaboration and enablement. It’s all about sharing, highlighting the sales professionals we’ve got across Africa, and really helping elevate that profession of sales enablement. So share, share, share, as you say, it’s always about how you package it. So thank you so much for being here today. Andrew, we will definitely have you back. And I hope that you figure out where you’re going to move to next in the world. Hey, we will have to wait and see.

Andrew Horton
The next amazing thing though, is our business is completely International. Also, Dave, I’d like to just offer we have a I think it’s 36 sales tips. I think I’ve been sending it to you I’m not sure if you’ve got them yeah, yeah. I don’t know if you if you would like the guys if with absolute pleasure, open arms. If anybody would like to receive that sell stuff, they literally come daily. That’s another tool that we that we share with them even mentioned. It’s just a little sales tip every single day. Things like stupid sending an agenda before a meeting are stupid. And they really work it makes a difference does two things one forces you to prepare. And it also shows the guy Hey, he’s thought about the reason he’s coming to see me. This I’m going to listen to this guy said that does sort of spread out and

Dave Nel
I’ve used I’ve used that it’s it’s, it’s it doesn’t cost anything Andrew sends it to you. And if you thinking about building out reinforcement in your in your business, get the tips, take a look at them. Use the ones that you want to use, don’t use the ones that you don’t want to use. It’s there for you. Loving

Andrew Horton
reason to get you up in the morning. And it’s another tool that you know, maybe maybe I’ll say one thing and you’ll go Oh, and give you another idea which is fantastic. So anybody who wants to do, please with pleasure, you know, just drop. All I’ve got to do is I just I use Infusionsoft. I love their product. And I literally tick somebody’s name and boom and offer those amazing so it’s

Dave Nel
literally that easy for me to do. Thank you, Andrew, enjoy your evening in Joburg and we will see you back again soon. Thank you so much

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