Ep200 Steve Landrum - Building Trust Before Revenue: Essential Leadership Lessons from a Sales Veteran

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Steve Landrum
This is a cold, hard truth for for salespeople.

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Steve Landrum
customer will buy a lesser product

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Steve Landrum
from someone they like

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Steve Landrum
versus buying a better product

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Steve Landrum
from a salesperson they don't like.

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Mike O'Neill
welcome to Get Unstuck and On Target, the weekly podcast that offers senior leaders insights and strategies to not only lead with competence and vision,

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Mike O'Neill
but also to achieve groundbreaking results.

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Mike O'Neill
I'm your host, Mick O'Neill. I coach top level executives on the power of ethical leadership to forge teams to be as united as they are effective

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Mike O'Neill
in each episode.

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Mike O'Neill
Join me for insightful conversations with leaders just like you, providing practical advice to help you get unstuck and propel you and your company forward.

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Mike O'Neill
Let's get started.

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Mike O'Neill
Welcome to a very special episode of Get Unstuck and On Target. I can hardly believe it, but this is our 200th episode. It's a huge milestone, and I want to start by thanking all of my incredible guest, loyal subscribers, and regular listeners. You've made this journey possible, and I'm so grateful for your support. M I work with leaders.

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Mike O'Neill
I found that the best lessons, the ones that really stick, aren't just about strategy or tactics. They're about people, relationships, and trust. These are the principles that not only drive assaults, but create lasting impact. And that's exactly why I'm so excited about today's guest. Joining me is my friend Steve Landrum, a seasoned sales leader who truly understands what it takes to connect with others and build trust.

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Mike O'Neill
In this episode, we're not just talking sales were diving in into timeless lessons about leadership and influence. They apply to anyone striving to make a difference. As an executive coach, I've seen firsthand how mastering these principles can transform leaders into the kind of people others want to follow not because they have to, but because they want to. I couldn't think of a better guest to help us mark this milestone.

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Mike O'Neill
Let's get started.

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Mike O'Neill
Joining me today is Steve Landrum, principal of Etowah Sales Solutions, as an outsourced VP of sales. Steve brings a wealth of expertise in driving revenue growth and maximizing sales potential for small to midsize businesses utilizing the proven sales acceleration platform. Steve helps businesses across a variety of industries unlock their true potential. In recognition of his impact and service to the business community.

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Mike O'Neill
Steve was honored with sales Acceleration Prestigious President Circle Award both in 2023 and 2024. Welcome my friend Steve.

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Steve Landrum
Thank you Mike. Thanks for the opportunity to share with you this morning.

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Mike O'Neill
I have the opportunity to invite guest literally from all over the world. The advantage of happy with Steve is Steve and I know each other. We are friends. And therefore, I'm having a conversation with a friend. And I'm looking forward to this.

00:03:13:24 - 00:03:31:12
Steve Landrum
Same here, man, same here. I, I, I've been looking forward to being on your podcast for a while, and I always give you credit, you know, the, the networking group that we've shared for the past three years. You were always the very first one to say yes to it. And it's been a blessing being your friend.

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Mike O'Neill
Thank you. While you brought that up, let's just make a shout out to what that is all about. Would you share with us what that group is and what the purpose is?

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Steve Landrum
I appreciate that. I appreciate that it's it's really been a true blessing. It's called trust equity. And, we meet in northwest Georgia in Cartersville. Mike and, you know, it's meant to be a senior level professional, for lack of a better phrase, board of directors around business people. So we want senior level professionals and sometimes, small business owners or even larger business owners.

00:04:10:01 - 00:04:33:08
Steve Landrum
It's it's lonely trying to lead companies. It is. So we've we formed this great group of, senior level professionals. Some are business owners summer, some are, you know, in, C-suite positions. But it's just to be a format once a month, two hours a month is when we meet just to collaborate and confide in each other, of what?

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Steve Landrum
Business. How business is going. It's a high level of trust that we've created, and, we just share a lot of business secrets together. And it's just been a been a blessing.

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Mike O'Neill
It has been a blessing. It's hard to believe it's been three years. I wanted to open with that, in large part, just to point out to our listeners. And that is the reality is being in key leadership, it can be lonely. And the question is, who do you turn to? So if you do not have a peer group to tie in to check out Trust Equity, there are chapters opening up literally all over the country.

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Mike O'Neill
Now, it sounds like we just did an advertisement for trust equity. But the reason I wanted to have you on today is I wanted to tap into your years of experience leading sales teams and what we decided to do that our primary focus today is not so much on sales leadership, mechanics, but lessons that you've kind of learned along the way, lessons that you might think only apply to those in sales leadership roles, but know they can apply just about anywhere.

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Mike O'Neill
So why don't you kick us off? What might be some things you want to share with us?

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Steve Landrum
I appreciate that, Mike. I appreciate that I could, you know, we could make a podcast, separate podcast of, you know, of details on sales leadership and techniques and, you know, strategizing with or with a business owner and building all the content that I do for, for owners. But I really wanted this to be kind of foundational lessons, you know, that that I've learned and practice, you know, thank goodness of I always talk about I had great mentors, the teach me business principles, over, over my career.

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Steve Landrum
And I've used these all the ones that all these things I'm going to talk about this morning. I've used on my practice. I teach them to, to to my business, associates and business owners that I serve, as well as their sales teams. So I really kind of wanted to make it more foundational. Some of the things that we'll talk about today, some of these I think a lot of people may, may understand, but they don't necessarily, practice because some of them work actually counterintuitive.

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Steve Landrum
Like the first one that, that I'd like to talk about, which is super foundational.

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Mike O'Neill
Please.

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Steve Landrum
Yeah. So, so there's a concept out there, I can't I can't, I can't really underst I don't know who actually coined the phrase, but there's a, there's a phrase in business called a are you a woo? Oh, and in it really means when others over. So it's a, it's a quality. It's a skill in, you know, in everybody in business, Mike has to have this quality to some extent.

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Steve Landrum
Right. But the the premise out there in business, especially young people, are that you got to open this, you got to open this first to win others over. And it's so counterintuitive. The principle behind being a woo is actually just opposite of that. Counter to that, you got to open these two things first, to become someone that a another person may trust.

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Mike O'Neill
Now may I point out for those listening, what Steve just did is he was referring first to his mouth and then to his ears. So thank you. Keep on going. Yeah.

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Steve Landrum
Thank you. So so do you happen to know when you meet somebody, say for the first time you're trying that you're trying to start up a conversation. Maybe maybe it's a business meeting. Do you know the sweetest word that a person can hear? You got any idea?

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Mike O'Neill
I think I may have heard this. I think I'd rather hear it from you.

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Steve Landrum
It's their name.

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Mike O'Neill
Yeah.

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Steve Landrum
If you use their name over and over and over in the conversation, it immediately breaks down the the first wall. That subconsciously, Mike, it tells that person, hey, this guy is interested in me, and he's interested in what I have to say. And here's that. Here's the really, really cool part about this principle is that if you're if you're if you're in this conversation and you're genuinely interested and everybody can can see a fake and every everyone knows that if someone is, is, genuine or not, but if you're genuinely interested in getting to know the person and getting them to talk about themselves, whatever that is, their story, their likes, where they

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Steve Landrum
grew up, what town. It's great to do a little homework on that person before you speak with them. That that you got some kind of some kind of common ground that you can talk about. But if you if you do that, here's the counterintuitive part about becoming a woo when you get them talking about yourself. Just as I said earlier, the subconscious part of that, equation, the principle is that they really feel like you're interested in them.

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Steve Landrum
And it's, it's very, very counter intuitive because, again, so many young people getting into business think, okay, I got to go and just talk. I got to go tell them who I am, what what I do. All my products and services. But if you get that, that recipient, that customer, that client, that person that you're trying to build a relationship with, whoever that is talking first, it it allows them to really kind of say, okay, this guy is genuine.

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Steve Landrum
This guy's interested in what I have to say before I even say anything about myself or my products or my services, my business.

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Mike O'Neill
You know, Steve, I've read a number of sales technique books. I've taken courses on sales techniques. And I think if you were to boil down what really matters most isn't the technique. It's the genuineness of what you just shared. And that if you're really going to woo someone, if I understand you correctly thus far, you stress the power of using their name, the power of using your ears by asking questions that are generally intended to learn more about them, and in the process of sharing more about themselves, they may be much more inclined to share things that would be maybe more hard to share, such as they're struggling with sales or those type of

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Mike O'Neill
things. Am I hearing that correctly?

00:11:32:01 - 00:11:52:13
Steve Landrum
You're spot on. Your spot on? Yeah. You do this because I know you, Mike. You do this extremely well here. You're a fantastic listener. And if you do this well, from the start with a relationship, when you're building a relationship for the first time, you aren't usually aren't a friend for life. You really do. It builds trust with them.

00:11:52:15 - 00:12:15:14
Steve Landrum
A immediately. And, you know, whether you do business or not, that's, that's the foundation that you're trying to pour into any kind of relationship, whether you're a salesperson, whether you're a business owner, whether you're, C-suite person in the company, listening and taking interest in the other person first. I can't take credit for this because this is a principle.

00:12:15:16 - 00:12:44:06
Steve Landrum
Again, that was taught to me, and I practiced, but it is also a you guys have heard of, Dale Carnegie, right? Course. Dale talked about that. Dale talked about that. The sweetest, word a person can hear is their name. He he did that. And, how to win Friends and Influence People. But, if you do that, you got a friend for life, and you're on your way at least to build a relationship with that person that you that you want to build a relationship with.

00:12:44:08 - 00:13:10:23
Steve Landrum
You know, it doesn't matter. You know, here's here's the here's the really here's the really take away if you if you're in and as a sales person or business person, you're trying to sell your business as a business owner to, to to the recipient. If your products and services are the best that's out there and they resonate with with that client and you have you have done a good job of differentiating yourself from the competition.

00:13:11:00 - 00:13:43:20
Steve Landrum
You know, those two things. If you resonated with your products and services, you've done a good job of saying, I'm the best. I'm the best out there from from the competition. But if the customer doesn't like you and trust you, nothing else matters. Nothing is not going to go forward. So that's why I always stress to sales teams, to to the people that I, that I, that I coach and, and try to try to influence is open these things first and get your recipient talking about themselves.

00:13:43:20 - 00:13:48:17
Steve Landrum
It's a it's just a timeless principle that anybody can use.

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Mike O'Neill
Excellent. What's another lesson you want to share?

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Steve Landrum
Well you know some some of these are tied in. So some of these are tied in. But you know, you you you can you can obviously earn trust by getting a person, as I said, talking about themselves. But, someone will usually, believe someone else talking about you rather than yourself. So whenever, whenever the, the, the time comes to where you've got to actually, you got to do some speaking, right.

00:14:20:21 - 00:14:43:24
Steve Landrum
You got to do some selling, you got to do some education about who you are and what, what what what your business is all about. Other people who say good things about you, will ret will resonate, will hold heavier weight than you actually saying it yourself. That's that's a timeless principle too. And, it goes back to an old proverb.

00:14:43:24 - 00:15:17:06
Steve Landrum
I and this is one of my favorite proverbs. I love it. I've tried, I, my grandfather actually, practiced it, but it's it's a good name is to be desired more than great riches. This is Proverbs 22 one. It's a biblical, biblical proverb. And here's the thing. Like it. If so many, so many talented success, you know, people who are extremely skilled in business or their products and their services, they get that backwards.

00:15:17:08 - 00:15:44:11
Steve Landrum
They think by by having success and selling and all the money that you can spend. If if I concentrate on building that first and getting the money flow first, the good name comes after that because everybody looks at me as a is a great success story. But again, it's it's counter. It's counterintuitive if you build your name. And again, a name was something that was given to you, right?

00:15:44:13 - 00:16:12:15
Steve Landrum
Yeah. It was something that you didn't choose some somebody gave you that name. So what are you going to do with that name? You know that that's, I love these core foundational principles. But if you build your name up first so that other people have something great to say about who you are, the riches come that the money comes from from all of that.

00:16:12:17 - 00:16:41:05
Steve Landrum
And you do that. You can do that in a number of different ways. Always, always really, really, promote people talking about knowing and promoting their core values of what they stand for. As a business person, everybody should know that, you know, there's a lot of great ones out there, but, I would say less than less than half of half the businesses that I work with actually can name what their core values are.

00:16:41:07 - 00:17:12:16
Steve Landrum
And every, every person, from the top down to the Salesforce, down to the, down to every worker that's in the company, should know a company's core values and what they stand for, you know, and there's timeless, timeless traits that are all virtues from a client, for instance, honesty and trustworthiness and likability. Smart. You know, this guy's smart.

00:17:12:18 - 00:17:36:08
Steve Landrum
These are all virtues that a client will gladly tell others about if you deliver them, if you're genuine in delivering those things. So what I do, what I do is, you know, I always, I always like to say trust is earned, right? So a relationships are built over time. Trust is earned over time. And, it only takes one instance.

00:17:36:08 - 00:18:01:11
Steve Landrum
That's that's the that's the sensitivity and the critical ness of, of of what trust in relationships is all about. It only takes one instant to tear down a lifetime of trust. Right? And we know that we know this principle from marital relationships, from friendships. It applies also in business. So. So work on building trust with the client.

00:18:01:13 - 00:18:25:00
Steve Landrum
Ask for ask for recommendations. How you're going back to the principle that a good name is to be desired more than great riches. And getting people talking about you to other people. Ask for written recommendations. Use LinkedIn down at the bottom. You. You can go to my LinkedIn page and you can see all the things that people have written about me, as a businessman.

00:18:25:02 - 00:18:41:12
Steve Landrum
And those are those are just living billboards for your business. They never go away. And I really encourage, business people as well as salespeople, you know, any type, any kind of business person to do that, to use that.

00:18:41:14 - 00:19:10:18
Mike O'Neill
So, Steve, people might pick up on that. For those who are watching, you literally have that on your back. Drop on the the what we're reading. Let me read it for those who are listening. You're right. Lead with a servant heart. Act with integrity, be fearless and deliver excellence. There's no question where you stand on those issues. Naturally, when you look into the camera, you see the same thing.

00:19:10:19 - 00:19:41:13
Mike O'Neill
So it's a reminder to you, let's pick up on this referral. You're saying that the most powerful thing that we can do is one be mindful of how we're perceived by others. But the best way to grow your business is through referrals. You mention asking existing clients for referrals. Because these are happy customers. Happy customers will be happy to share that.

00:19:41:15 - 00:19:56:22
Mike O'Neill
I think it's generally accepted unhappy customers to share much more prolifically. Or you stressed it. If you have good client relationships, don't be hesitant to ask who do you know?

00:19:57:01 - 00:20:19:22
Steve Landrum
Bingo! I do this all the time. My in. And honestly, if you think about it, loyal, loyal customers who you've done a great job with and you built all these principles and honesty and trust, you've delivered what you what you said you would deliver, deliver those those customers or those relationships that could be referral people, friend, friends and business.

00:20:19:24 - 00:20:25:04
Steve Landrum
Those become your second sales force. They really do.

00:20:25:06 - 00:20:26:03
Mike O'Neill
It's it's.

00:20:26:03 - 00:20:51:17
Steve Landrum
Just a such, such a a great feeling when you hear that somebody that, you know, talk to someone that you don't, don't know about what you did, that's just, that's just such a great feeling that that you have you have not only delivered, but you built all these things. I've been talking about, you know, the trust, the, the faithfulness, the trustworthiness, all of these things.

00:20:51:19 - 00:21:06:18
Steve Landrum
But when you do that, you've got a second sales force out there, actually delivering your products and services without you actually knowing that they're they're out there selling for you. And that that works for you all the time around the clock.

00:21:06:20 - 00:21:08:22
Mike O'Neill
These are great anymore.

00:21:08:24 - 00:21:13:01
Steve Landrum
Yeah. I've got, I've got how much time we got? We got 3 or 4. I don't have.

00:21:13:01 - 00:21:18:23
Mike O'Neill
Time. Yeah, well no big don't we probably have time at least for one, perhaps two more.

00:21:19:03 - 00:21:43:10
Steve Landrum
Okay, so that sounds great. This is a funny one. This is a funny one. And this, this one is. This one's geared towards salespeople. And I want to call out a friend of mine who was actually he had something to do with my sell success. Because I've been I've been not only take taking his, sales, sales classes over the, over the years early in my career.

00:21:43:12 - 00:22:09:06
Steve Landrum
But I've used him to train sales teams then that I've managed as well. Both. Both in corporate life as well as my business now, serving customers. But, his name's Carl Henry. And this this is a funny one that he taught me, but I'll never forget. I've forgotten it. But, where a sales person or a business person, if a customer says that he's ready to do, he or she is ready to do business with you right now.

00:22:09:08 - 00:22:33:02
Steve Landrum
In other words, you've done your job, okay? You built this cross to you. Your products and services resonate with the client. You got the differentiation. He's ready. He's ready to go. He's he's ready to do business. And then you suggest you suggest either sales person business owner that they they stop and maybe think this over. It's probably time for you to get another job.

00:22:33:04 - 00:22:51:06
Steve Landrum
This is probably. You're in the wrong. You're in the wrong line of work. If you if you need to tell the customer, hey, I'm not ready to receive your business. Why don't you take it? Once you take it over, we'll talk later. That, Mike that actually happens, that an actual actually happens. I'll never understand a bit.

00:22:51:08 - 00:23:13:16
Steve Landrum
I'll never understand why a person would would stop a a willing, client to to take the next step with you. But if you delay a Po for whatever reason, you know, a purchase order or a contract or, for whatever reason, that that might be about is probably time for you to think about another. Another. A lot of work, another career.

00:23:13:18 - 00:23:15:16
Steve Landrum
That's a funny one.

00:23:15:18 - 00:23:36:01
Mike O'Neill
That it is. Let me ask you. Reflect on your rich sales leadership career. Think about a situation where perhaps either you or a customer or a client that you work with got stuck. And when did that happen? What did you do, Steve, to help them get unstuck?

00:23:36:03 - 00:24:05:20
Steve Landrum
Well, you know, I I've always this a good, I've got lots of examples of that, Mike. But one one, one thing that was always taught with Paul to me, from, from my mentors is it's okay if you do all the work and you come in second place and I could, I could name some companies that I could name literally over my career, hundreds of companies that I've come in second place, maybe thousands, as well as well as my sales team.

00:24:05:22 - 00:24:26:01
Steve Landrum
And that's, that's a form of getting stock, right? You've done you've done the work. You put the work in, you know, blood, sweat and tears. You built the relationship and you still lose. You still lose. That's okay to come in second place, if you've done the job of all these all these principles that I've talked about.

00:24:26:03 - 00:24:52:12
Steve Landrum
Because almost always, you'll get another chance. If you build that trust and you've built that, that relationship and the person likes you, they will they will almost always give you a second chance and almost, not not every time, but a lot of times, whoever is winning the business fumbles the football. More times than not.

00:24:52:14 - 00:25:13:07
Steve Landrum
And that's your opportunity if you've done those things or for that person to call you and give you that second opportunity. So come again, counterintuitive. It's okay to come in second place. If you've done done a good selling job, because that customer will remember you and come back to you.

00:25:13:09 - 00:25:23:15
Mike O'Neill
You know, I've had it. Describe to me the nature of sales. This is probably true, for the nature in life is you hear a lot more no's than you do. Yes.

00:25:23:17 - 00:25:25:00
Steve Landrum
Yes.

00:25:25:02 - 00:25:47:14
Mike O'Neill
But a know doesn't necessarily mean failure. That's what I'm hearing you say. A no could very well mean not now. But what I'm hearing you say is that it's not unusual that a no today is a yes later, because you've stuck to those principles that you've shared.

00:25:47:14 - 00:25:48:19
Steve Landrum
That's exactly right. My

00:25:48:19 - 00:26:17:10
Steve Landrum
Here's a cold hard truth. This this ties into, another principle, that I was going to I was going to speak about this. What you're saying ties into the. This is a cold, hard truth for for salespeople. A customer will buy a lesser product from someone they like versus buying a better product that you may have, that you may absolutely have from a salesperson they don't like.

00:26:17:12 - 00:26:49:19
Steve Landrum
So whatever happens in that relationship of whoever won the business, if you've got that like factor, you've got that trust factor built. Again, like I said, you're almost always get a second chance. And if you've truly got a, a superior product that usually rises to the top versus someone who is buying from a lesser product, you know, even though they've got a likability factor built into that, equation, but that that's a cold, hard truth.

00:26:49:19 - 00:27:15:08
Steve Landrum
A lot of salespeople I have, I've played psychologist. I can't tell you how many tap slides from salespeople who have lost deals because, you know, I've I've been fortunate enough to have some very, very high end products that we've sold over, over my career. But the relationship was missing. The trust was missing. That foundation of work that I spoke about earlier in the podcast is missing.

00:27:15:10 - 00:27:28:01
Steve Landrum
So if if it's there, you'll usually get a second chance and a superior product if you get likability and trust built in, you'll you'll eventually get your chance again.

00:27:28:03 - 00:28:10:04
Mike O'Neill
I can see why you've been as successful as you have been, because you're you are likable. You do convey a sense of trust. You're not necessarily a slick talker. You're not twisting arms. And I think people pick up on that very, very quickly. I know I have just listening to you share lessons learned. You know, Steve, if I could ask before we wrap up, could you share one final insight or a piece of advice with our audience that is something actionable or thought provoking that they can take away and apply to their own leadership or sales journeys?

00:28:10:06 - 00:28:41:22
Steve Landrum
Absolutely. Remember what I said? I mean, we're we're all business people and we're hopefully always going to be meeting people that we don't know, right? That's how you grow business. You got to build new relationship. That's what that's what it's all about. But, but before you have that first meeting with someone, just do a little homework on that person, find some some kind of common ground that you can talk about in that first conversation to get that person talking about themselves.

00:28:41:24 - 00:29:08:05
Steve Landrum
Something hometown education, college they attended, wife that they married, something to get them talking first. And too many people don't do their homework before they go into that first introductory meeting. So that's a that's a great take away. And it's, it's it's very it's very rare at a, at the very foundational bottom level of that first meeting.

00:29:08:08 - 00:29:36:22
Mike O'Neill
Excellent. You know, before we close, I like to leave our listeners with this question. And that is why do people choose to follow your lead? Is it out of obligation or it's because they believe in your vision? Empowerment starts with clarity, confidence and resilience. As an executive coach, I help leaders build these strengths to inspire their teams and drive meaningful results.

00:29:36:24 - 00:30:03:02
Mike O'Neill
At Bench Builders, our mission it's to transform good leaders into great ones to practical strategies and deliver lasting impact. So if you're ready to elevate your leadership, visit bench-builders.com and learn how we can help. Steve, I just plug myself. I hope that doesn't come across as too self-serving, but I do want to thank you for sharing your valuable insights.

00:30:03:02 - 00:30:09:20
Mike O'Neill
If folks want to connect with you and learn more about your work, what's the best way for them to do so?

00:30:09:22 - 00:30:27:04
Steve Landrum
Yeah, Mike, you can find me easily on LinkedIn. All of my contact information is there. You can message me. My my cell phone is (770) 313-8282 if I don't want to hear that. But, easiest ways to connect with me on LinkedIn.

00:30:27:06 - 00:30:57:07
Mike O'Neill
Excellent. We will include your LinkedIn profile, in the show notes for those driving. Don't worry about it. You can click that. You will be, richly rewarded to connect with Steve. I can speak from firsthand experience. And finally, I want to give a big thank you to the subscribers for tuning in, and I hope today's conversation with Steve has sparked some fresh ideas and inspiration to help you get unstuck and on target.

00:30:58:23 - 00:31:02:23
Mike O'Neill
Thank you for joining us for this episode of Get Unstuck and on Target.

00:31:03:00 - 00:31:23:13
Mike O'Neill
I hope you gain insights to help you lead with competence and drive your organization forward. Remember it, Bench builders. We're committed to your success, your leadership excellence, and your strategic growth. If you've enjoyed our conversation today, please leave a review rate and subscribe to keep up with our latest episode.

00:31:23:22 - 00:31:27:22
Mike O'Neill
This show really grows when listeners like you share it with others.

00:31:27:21 - 00:31:31:09
Mike O'Neill
Who do you know? Who needs to hear what we talked about today?

00:31:31:18 - 00:31:38:23
Mike O'Neill
Until next time, I encourage you to stay. Focus on the target and continue to break new ground on your leadership path.