The Pavilion Podcast
The Pavilion Podcast

Episode · 1 year ago

Ep 46: Persistence Can Bag You an 8-figure Deal with Jason Ring

ABOUT THIS EPISODE

On this edition of "Is this a good time?", Brandon talks shop with Jason Ring, Global Head of Inside Sales at Global Shares.

Hello, everyone. And welcome back to the revenue collected podcast. I am your host friend and Barton and you are listening to Is this a good time to show where I asked revenue collective members from really basic questions, and they have incredible answers? In a short 15 minute conversation, we're on Tuesdays and Thursdays each week. So hit the subscribe button so you don't miss an opportunity to learn from members of the RC who may end up being your boss one day today. Our guest is Jason Ring, global head of sales for emerging companies. This is for global shares out of County Cork, Ireland, and we get to hear about how persistence can lead to an eight figure sale before we get into the questions. I wanted to tell you a little bit about this one sponsor six cents six cents. The number one account engagement platform helps you identify accounts that air in market for your solution. Prioritize your efforts, engage buyers the right way with highly relevant messaging and measure what actually matters. With six cents platform, you're able to get into more deals, improvement rates, increase overall pipeline and optimize budget spent toe. Learn Mawr, visit six cents dot com slash revenue Collective. Alright, let's do this. Episode seven Is this a good time? Alright, so great to have Jason ring here. Jason is the global head of sales of emerging companies at global shares based out of County Cork in Ireland. And he's also the co founder of the Irish chapter of the Revenue Collective. Jason, thank you for being with us, Brandon. It is my pleasure. Nice. Nice to see you. Nice to hear you. Good. Good. I I appreciate the setting up the timing of this a little later in the afternoon for you, But look, as we do here, we wanna, you know, all meat. No, feller, Let's jump right in. So give us a sense of you know, your current role. And how did you get here? Yeah, so probably ah, long rounded story of probably a lot of data podcast listeners. It was an unconventional way to get into sales, first of all, so I probably got into...

...sales when I was 15. 16. My first ever job was selling characters. Believe it or not. Uh, yeah. So selling characters to disgruntled people, that or for, you know, fighting over maybe a your or at the time was a pound, which is a different currency you wouldn't understand. But the Irish, the Irish listeners would understand what a point is. Right. So there you go. Things bring a bit of localization to it. But yes. So I've got 33 different degrees. I've got a physiotherapy degree asked. You panic medicine. Degree on. I've got a business and accounting degree. Andi, I didn't come from the, you know, it was most affluent of families in relation to that. So I had to find a way to fund myself through college. I fell into sales by an indirect way of trying to find myself through college. So I worked Monday to Friday on. Then I done. I was a whole bunch of it was literally night and weekends to get myself through college. And what I found by pure accident was that I kind of had a knack for talking to people, anyone within the revenue collective or anyone that knows me. I'm a talker. It's probably my biggest strength of my biggest weaknesses. You'll find out here, um, but but I kind of had a knack for it. I was able to build report where people quite easily I was able to bunks off people quite well. And, you know, that's really important in sales and in in life in general, just thio, you know, especially like even if you look at a pandemic just networking. So yes, So I kind of grew kind of went, you know, true other roles. I done sales development rep work The companies like e M C. I worked in fireeye Silence Force Point. So I've worked for a really big high growth SAS cyber security companies. If you look at, I need them. They've all kind of gone either being acquired organ I p o r have kinda hit that unicorn status on. That's kind of, you know, all that experience of doing the different jobs and working the way open. Learning everything from characters thio service security trends at the board level over the last 15 years, gonna got Meteo the role of force point and from force point to the global chairs. Andi, Yes. Oh, my role here is we've built a new...

...side of the business that helps startups globally. So this is anything from their equity their share plans, their cap table management, how to take on investment. Ah, lot of dash. As you can imagine, Brandon is involving the investors, the VCs, the employees, shareholders, the law firms. So a lot of my day is spent talking to all those different people either together or a different segments, talking to high growth companies that are, you know, maybe not under radar today. You know, we were having a joke off laying just about certain things inthe e investment of spare at the moment, so we won't mention any names, but yeah, so that's that's kind of a very quick whistle stop tour, how we got here, a bit of an unconventional approach, But I think that's what everyone says and say, Listen, you don't you're not part of the sales person s or some are, but you find it unconventionally perhaps, Um, I love that, I mean, in dealing with my own, you know, experiences with startups and, you know, dealing with cap table and all the different components of it. And it's essentially a distraction. You want to focus on working on your business and and not have to focus on other stuff. So good to have companies like yours that exist. Well, look, you talked a little bit about some of the hard work that you went through to get to where you are work, you know, working while going to college and working full time. I had that experience myself. So shout out to that. You know what builds character? You know? No, no handouts. But so that's a little bit of the hard work. Give me example of luck and hard work otherwise that have gotten me to where you are, you know, because it's not just about hard work. Yeah, like I think, Like, you know, everyone knows the analogy of you can, uh, you work smart, Not hard. And you kind of obviously make sure that you understand where your time is Well spent. I think over the years, what I've kind of taken on board is Thio fail fast and move on and not dwell on the past. Like I think sales is a very funny industry where, you know, you have to accept that the present and how you present the digit time you're gonna lose or fail. That's...

...just the law of averages. Like you know, you know, if you compare this to like a doctor, for example, I don't think taken going with the same kind of odds and accept their job, right, Because their job is Thio. Make sure the metrics very high or job in sales is to accept that you know, you're gonna lose. You're gonna lose for a whole bunch of reasons. Andi, I think what I've figured out over the years is obviously Thio reduce my my my kind of closed last percentage. Obviously, I'm increase my win percentage, but really to where the hunt and focus. Because, you know, like certain jobs that I've gone into over the years I've been given access Thio linked in on a laptop and told, Create America's Andi, you know, if I don't know how toe segment in America, or understand how to really make use of the excellent always I have every day or where my 80 20 rule is gonna come in, then I'm just gonna kind of go hell for leather, and I'm not really going to make a dent in anywhere. So I think over the years, that's really what I've kind of holding on is it's all about preparation is all about understanding American segment, understanding your customer's understanding. They're buying journey on. Obviously, the hard work is kind of given. I think everyone in sales like if you don't work hard and you know it's a given I don't think you're destined for. But I think, really, it's that the people the people think that I've worked on over the years, I don't know if it's an Irish thing, you know, I don't think it is. But yeah, it's definitely just having that kind of laser focus I don't understand and kind of where you wanna go with your business. When you went and kind of made a market out of nothing, you had to have some steps there that just got lucky. You caught it. Somebody like uh, yeah, Look, if I give you one example and I kind of get asked, you know, tell me about the time you want to deliver. And I always think back Thio it was an American company, right? Literally. My job in one of the companies was to build the Irish in UK, America on it was Social Security. It was a new trend is all about, like zero day threats kind of like an evangelist on. I was competing against all of the big exist in cyber security companies that had market reputation that had existed. Customer did everything. I had a laptop...

...pond linked in Andi. I just kind of started getting out there talking to people, trying to get the message off. What you know, What are the new threats that are coming out there attaching that to business challenge? Like obviously, we all sell products and services, but the customer has a business challenge. So I always try to relate everything I was doing to a business challenge on not my business challenge but the customers business challenge. So anyway, long story short, I was doing that. I got some really good responses back. I spoke to a gentleman he was to see so often e commerce company in the UK on. He was like, Look, you know, it's interesting. We're interesting, you know this area. But I'm not the decision maker. It's a guy in the U. S. Do you need to speak to? So I'm automatically thinking out here, Okay, Now I have to go outside of my territory. What do I do like do I do it? Or do I not do it? And I was like, Well, you know, look, this account is in the UK, right? This guy is in the UK. He's told me to go to speak to someone else. If you get the name of him, he'll do it. So gave me the name on. I reached out to go in the US to go in us was an ex military man. He was in the army for 35 years. He was no security adviser of a $60 billion company on. Yeah. Yeah. So this was a subsidiary of, ah, massive company. And I was just thinking like, Okay, this is the kind of company that we definitely need to be talking to. Forget the subsidiary on. I was checking the CRM and I was frantically looking going, I hope I don't see the name, you know, blah, blah, blah. You know that it sells reps at the time. So anyway, long story short had an engagement, tried to go for about three months, and he came back to me one day and he said, You've annoyed me so much that you deserve a call. Eso we got on the car with the guy Guy was based out of Connecticut on. He absolutely hated salespeople. He opened it up by gone. I hate sales people. I don't like you on. I was like, You know what I could live with that I'm okay. Like, let's have a bit of back and forth this on. It just struck up a really good conversation. Good relationship, Onda. You know, e supposed fast forward. Three years later, that company spent about $12 million with the company. They over the over over three years, like, you know,...

...like, literally six months in. They bought nearly every product we have every service we had. They bought it from a guy that was on the phone in a car wreck office. Like I had no right to talk the echo. Technically, there was definitely friction at certain stages down the lane. But again, I think that there was no America there. It was a completely new company on. What do you do? Do you not hunt for that $60 billion company because of you? You know, you could say you had no right to be there, but yet you sold them $12 million with the product. That seems to mean that you did have a right to be there. Yeah, yeah, yeah. And and so that's pretty great. Funny, just just to round that off to talk about how funny it waas like at one stage the CEO of our company and the CEO of their company. We're on a call talking about how they do their banking every week. We were in a board meeting with, like, their legal counsel we're talking about, like board level cyber threats and all that. And obviously online banking was a big area on one says to the other. I don't do online banking, and the other guy says, I don't even have a bank account on. We were, like just a combined wealth care probably like x billion dollars on, like it's just such a surreal conversation. But it was amazing, and it would have taught me at the time. And, you know, this is going back, maybe 78 years on. Do it taught me at the time that, like, you know, you get what you put into it, right, And if you do the right thing and you haunting to replace things will happen. It kind of went what I said earlier, but you have to know where to hunt. Like the guy that I reached out to the first time. It wasn't by chance that happened to be a subsidiary of another company, that he was a c so that was orchestrated. The fact that he replayed and like, things the way it went, the way it it it There's probably an element of luck in that. In some, regarding shorter is Oh, my gosh. Of course there is it when it when it doesn't, you know, it doesn't all come just from the hard work. Well, look, uh, we kind of had a couple in their but give us, you know, top of mine. What is a tactic that people that are listening to this can go and take away and use themselves? That, I mean, certainly sounds like the preparation that goes into going through a cold call or, you...

...know, email sequence or something. We all know that stuff, but give us something we don't know the tactic. Yeah, I think I think the big thing for me, like I think back two years ago, There was a term that I learned when it was actually back in the M. C years ago. We went through some really great training on the training was forced management. They don't You ever heard of it? You know, commander Message, man, I said on I always remember one thing in which was negative, quantifiable consequences, Which was all about the cost for the customer of doing nothing versus the cost of your solution, Andi, like an an example would be, You know, if you don't buy this product. What? What's the negative consequence that? Okay, so I'm selling Social Security products. If you don't, boy, what's the consequence? You could get bridged. Okay, that breach would have brand reputation damage. Okay, what would that cost you? Let's say a cost you a million dollars under trying to figure out there. Okay, well, if you didn't have to spend that million dollars in repairing your brand or defines what would you spend that on all? I would have spent it on opening a new office. OK? How many people would you have hired? I probably have hired 10 reps. How much would they have been carrying from a quarter point of view, you know, And then you build this kind of like, look at the opportunity over here versus I'm asking for 50 grand. You, the opportunity that you don't do something is X million. So that's one thing Theater, theater, big thing that stands out for me is, and I spoke earlier about you, about which is the importance of tying it back to the customer's business. I've seen so many call scripts, and so I guess I get so many messages where they don't understand the business that I work in or what my job is, you know, like at all. And when you're trying to sell me that they're going to solve all my problems and they don't relate to my problems like it's on the website is not. My profile might look at my role, and responsibilities are linked in like, you know, if you can try it back. Thio. What my challenges in a sales job. Or if I'm in HR or I t, you'll sell your product quick or your service. You relate to the people a lot more. You take a little bit more time than just hitting the auto dialer to the next...

...person on a hate scripts. I absolutely hate scripts. Me to Totally. I know it's a kind of taboo thing, but just to say that there's reps out there that probably gonna work for us. And you hate script, so I don't need the Oh, yeah, You need this now until you figure it out. Yeah, Well, look, you know, we'll kind of wind this down. Who are some of the people that you, you know, kind of follow and kind of, you know, like their content. And, you know, you talk a little bit about force management there. Yeah. So I I am begin toe obviously following a lot of different people in relation Thio online training stuff. But I think at the moment, like if you're not following the lakes, you know, your your your Morgan Ingrams, and you're just some shells and all these kind of guys online. You're you're missing a trick. Like obviously these guys air doing phenomenal work in relation to just like online networking and how toe, you know, do the right pitch. Can I actually just say like, some of the best content I find online at the moment is from STRS of companies. I have to say the level off just like complexity of customization and effort they're goingto is phenomenal. There was, ah, girl online the other day. She works for ah ah crm integration company. Andi. I think she's got, like, 15 toes and followers. Her name is Casey at the moment, but, like I actually took what she had spoken about online on shared my str team. And I said, This is what you need to aspire to because she's doing all the right things. It's not, isn't that great? Like, you know, that like sales development reps you can actually like like we don't know everything so taken at on, you know, so endless amount for her name. You got a surface that name for me. We're going to send it out to the Yeah, I definitely will. Definitely. We could give our shots, Lord. Anyway, there's Lord just hashtag If your str is on LinkedIn, you'll find a lot of them. Yeah, you know what are you hiring for anything right now? Any jobs that you need? Yes. We were always going where I was expanding. So inside sales reps sales government reps were opening up for a few other roads around a customer...

...success and renew ALS and even same financial analysts as well. But yeah, like the overall companies grown astronomically, we hired about 100 50 people through the pandemic, so check out the website global dot com. Uh, get awesome. And then, lastly, I'm a restaurant person growing up like world as well. You got to give me a plate. What's your secret place? That we should go eat anywhere in the world? Doesn't have to be. But well, I think I had a place for myself. For my wife. It's our favorite places called Cafe Mexicana. So, like it's in Ireland. Isn't car your kind of thinking? Well, the place you're giving me is a Mexican restaurant in Ireland. Well, that could be with strange, but this is actually ran boy Mexican people. It's like an authentic restaurant. It's a lovely little place. The food is amazing service. Amazing. So if you're ever in in Cork and you're looking for a place to go, I definitely recommend that place. Anyway, I cannot wait to get out there and visit. I love it, man. Well, Jason, thank you so much. so awesome to chat with you and hear your story. Um, really psyched to kind of follow along in your career. And your success, man. Thank you. Appreciate it. My pleasure. Thank you. That's our show. Thank you so much for listening. If you love the show, please rate and review in the Apple podcast Spotify app. This really helped us out and send its of some friends who might be interested in hearing about Jason's conversation. A reminder this episode was brought to you by six cents. Powered by AI and Predictive Analytics. Six cents helps you to unite your entire revenue team with a shared set of data to achieve predictable revenue growth. I had fun. I hope you did too. Now go crush your numbers.

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