Growing a successful company is no small feat, but for many CEOs, their most costly mistakes come from one critical area: sales. Ken Lundin, a seasoned sales strategist, knows this firsthand. Having led companies to exponential growth and helped over 60 organizations refine their sales processes, he offers a hard-earned perspective on what works—and what doesn’t—in building high-performing sales teams.
In this article, we’ll explore key insights from Ken's experiences, including the common pitfalls CEOs face when hiring and managing sales leaders, the essential role of systems in sales success, and how mindset shapes outcomes.
The Sales Leadership Problem CEOs Can't Ignore
One of the most striking points Ken shared was the revolving door of sales leadership. He highlighted a sobering statistic: "The average head of sales lasts only 18 months in an organization." This turnover isn’t just inconvenient—it’s incredibly costly. CEOs often find themselves stuck in a cycle of hiring, onboarding, and replacing sales leaders without ever addressing the root causes of the issue.
Ken explains, "Most CEOs hire a head of sales to get sales off their plate. They assume that someone with 'sales' in their title will magically fix everything. But six months in, the revenue hasn’t moved, pressure builds, and the cycle starts all over again."
The underlying problem, Ken says, is a lack of process. Without clear systems in place, even the most talented sales leaders are set up to fail.
Why Sales Success Is 75% Science and 25% Art
Ken emphasizes the importance of treating sales as a science. While individual talent matters, the backbone of any successful sales operation is a well-defined system.
"75% of your success in sales comes from systems, processes, and data," Ken explains. "The other 25% is the art—those superstar performers who can create exceptional client relationships."
A robust system not only improves performance across the team but also provides predictability. Imagine waking up as a CEO and knowing with 90% confidence what your sales numbers will be for the next quarter. This clarity allows leaders to make informed decisions and avoid the knee-jerk reactions that often derail progress.
The Cost of Ignoring Competency Gaps
One of the biggest challenges in sales is that not everyone in the role is equipped to succeed. According to Ken, "50% of salespeople don’t even have the skill sets to succeed in your industry or in sales at all." This creates a significant drag on performance and morale.
Ken advises CEOs to take a data-driven approach to assess their sales teams. By evaluating team members against "21 core selling competencies," organizations can identify strengths, weaknesses, and areas for growth. This objective analysis removes bias and emotion, allowing leaders to make smarter decisions about training, restructuring, or hiring.
Building the Perfect Salesperson: Is It Possible?
For CEOs struggling to find top sales talent, Ken offers an intriguing solution: building rather than finding the perfect salesperson. He outlines three essential components for success:
Mindset: A belief system that aligns with productive sales behaviors. Ken notes, "If your mind is at odds with the skill, you’ll feel uncomfortable doing what’s necessary to succeed."
Willpower: A commitment to personal success. Successful salespeople will do whatever is moral, ethical, and legal to achieve their goals.
Tactical Skills: The ability to execute effectively, whether it’s consultative selling, reaching decision-makers, or handling objections.
By focusing on these areas, companies can transform average performers into top-tier contributors. In fact, Ken’s research shows that following a structured process can elevate a salesperson from the 50th to the 85th percentile.
A Case Study in Sales Transformation
Ken shared a powerful example of how systems and processes can create extraordinary results. One client, on the brink of bankruptcy, grew revenue by 122% in just 18 months—adding $12.2 million and eventually scaling to $50 million before selling the company for a substantial profit.
The key to this turnaround? A combination of rigorous systems, coaching, and mindset shifts. Ken explains, "When you get the science of sales right, you create an environment where everyone can succeed."
Takeaways for CEOs
Ken’s advice is clear: CEOs need to stop relying on hope and intuition when it comes to sales. Instead, they must embrace a scientific approach and prioritize systems over quick fixes. Here are three actionable steps you can take today:
Assess Your Team: Use data-driven tools to evaluate your salespeople’s competencies and identify gaps.
Implement a System: Develop a process that aligns marketing, sales, and leadership efforts for predictable outcomes.
Invest in Coaching: Dedicate time to coaching your team on tactical skills and critical thinking, not just administrative tasks.
Closing Thoughts
Sales success isn’t about having the flashiest product or the most charismatic team—it’s about creating a structure that empowers people to perform at their best. As Ken puts it, "Independence is about choices, and the right sales system gives companies the freedom to grow, succeed, and create generational wealth."
If you’re ready to transform your sales strategy, start by evaluating where you are today and making a commitment to change. For more insights, check out Ken’s book, Strategic Selling Unleashed, or explore his strategic selling framework. It might just be the game-changer your company needs.
Learn more about building a high-performing sales team by visiting Ken Lundin’s website or downloading the Strategic Selling Framework.
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