Don’t Just Sell a Product, Sell a Process

“Don’t just sell a product—sell a process. Help clients build a strategy that converts leads, nurtures relationships, and retains customers for life.”

In this episode of the Everybody Brands Podcast, Brian Sooy and guest Zach Hoskins discuss Zach's perspective on sales.

What is your professional background?

• Military: 10 years in Missouri Air National Guard, worked on the B2 stealth bomber
• Leadership: 10 years on leadership teams of entrepreneurial organizations (C-suite roles)
• Consulting: Implemented coaching strategies and business systems for 5+ years
• Current: Owns The Efficiency Conductor, runs online communities for tech professionals and leaders
  

How do you balance team and client priorities?

• Shifted focus from "clients-first" to "team members first, then clients"
• Pouring into team members empowers them to serve clients better
• This approach helps remove the owner from day-to-day operations

How do you approach strategic planning for businesses?

• Map out the entire client journey from awareness to advocacy
• Use whiteboards to visualize processes and identify priorities
• Focus on one area (e.g., sales process) for a sustained period (90 days to a year)
• Emphasize working on the business vs. in the business

What's your view on long-term planning?

• While specifics may change, focus on desired feelings and outcomes
• Use reverse engineering to determine steps needed today

How do you manage time and productivity?

• Focus on four key elements: Time, Energy, Attention, and Effort (T.E.A.E.)
• Create an "ideal week" to manage time effectively
• Analyze energy levels throughout the week
• Direct attention intentionally and adjust effort accordingly

How do you approach relationship building in business?

• Create communication cadences (weekly, monthly, quarterly, yearly)
• Use methods like podcasting to generate leads and build relationships
• View relationships as the foundation of all business success
• Balance emotional and logical communication based on audience (e.g., more logic-focused for accountants)

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