Episode 90: Navigating the Fog of Growth through Process and Technology, with Mike Latch

Stronger Sales Teams with Ben Wright

In this episode of Stronger Sales Teams, host Ben Wright engages with Mike Latch to explore the complexities involved in establishing an effective sales process and the role of technology in business scaling. Emphasising the importance of integrating a structured sales process with technology, Mike presents straightforward strategies that are accessible for businesses of all sizes. The conversation underscores the significance of onboarding programmes, scalable processes, and the strategic utilisation of technological solutions to bolster performance rather than impede it. Drawing from his extensive technical expertise, Mike offers practical guidance on managing sales teams, illustrating how well-defined sales processes can transform even large sales teams into efficient, revenue-generating entities without sacrificing quality.
About the Guest:

Mike Latch is the CEO and co-founder of Patter AI, an innovative sales enablement technology firm located in the United States. With more than 20 years of experience in both technical and sales domains, Mike possesses a diverse background that includes electrical engineering, physics, and strategic sales. His distinctive combination of skills was instrumental in scaling his previous venture from $50 million to over $1 billion in revenue, culminating in its acquisition by ADT. Furthermore, Mike is a co-author of the book titled “Sales Sucks”.

https://www.salessucksbook.com/
Key Takeaways:

• A small sales team should focus on hiring skilled individuals, while a larger sales force requires robust processes to ensure consistency and scalability.
• Technology integration should focus on solving specific problems or seizing opportunities rather than simply implementing tools without clear purposes.
• Clear, well-crafted onboarding programs and well-defined sales processes can dramatically reduce onboarding times and improve overall sales team performance.
• Mike emphasises the power of consultative sales processes that leverage storytelling to help customers better understand and engage with offerings.
• Strategic use of tech in sales calls can enable average sales reps to effectively handle complex objections and close more deals.

Time Stamps:

0:00 Intro

1:03 Guest Introduction

3:17 About Mike Latch

6:19 Getting The Sales Process Right

8:51 Dealing With Sales Leaders on Having Functioning Sales Processes

10:54 Where To Start in Building a Sales Process

13:56 Blending Tech in the Sales Process

18:10 Using Tech and Sales Processes To Scale Your Business

23:35 "Sales Sucks"

25:25 Outro

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