In this opening video of a six‑part series, Ryan Dohrn introduces his "360 IT Sales System" and outlines the four foundational components of successful IT sales: People, Product, Price, and Process. He stresses the importance of having the right people on the team, conducting a reality‑check on the product against competitors, clearly articulating pricing strategy and value, and, most critically, establishing a disciplined sales process. Dohrn warns against "random" sales behavior—lack of routine, inconsistent call zones, and ad‑hoc communication—using Tiger Woods' disciplined approach as an analogy. He explains that randomness hampers productivity, leading to wasted time on low‑value activities like coffee breaks instead of prospecting. The segment concludes by previewing the next video, which will cover the first step of his five‑step sales framework: gaining access.
Chapters
Hey everybody, it's Ryan Dohrn, and today we're gonna talk about my new 360 IT Sales System. I've had a lot of you that have asked me and met me at various conferences, hey Ryan, can you go ahead and record some of these for those of us in the software sales space, specifically in the IT space, and so we can really utilize this on more of a daily basis in our training programs? And absolutely. So we're gonna break this into several parts. In regards to IT sales training. So first, let's start with part number 1. It's all about us understanding the 4 components of IT sales success. First, you gotta have good people. Now that may seem really obvious, but all too often when I'm working with an IT firm or software firm, one of the things I notice is that very often they actually keep the wrong people on the bus, or they have the wrong people in place. So the first P of successful IT sales is people. The second P is going to be product. Now, I assume that you've got or what you feel is the best product that's out there. One of the things that you may have to do is basically kind of have a little reality check and ask yourself, how do we stack up to the competition? And when we're talking about us being the best, is it actually true or is it just a feeling of the marketing people in-house? Have a little reality check. You don't have to be or have the number one product in the business in order to be successful in the IT sales space. Third important part of IT sales success is price. How are you priced? And if you are more expensive, why are you more expensive? And how can you easily articulate that to a potential new customer? And then the fourth, of course, is your process. And this is the part where most IT firms get derailed. That is in their process. And the reason I bring this up in such vivid detail is because very often when I'm coming on location and training large IT sales teams, the main problem is in their process. Now, the best example I can give you is the golfer Tiger Woods. I mean, Tiger could go out and swing his golf club just randomly, you know, out on the golf course, but he's never gonna be as successful as when he sticks to his plan. I think we've all seen recently what happened when he kind of got off of his plan. The biggest thing I wanna share with you as we roll through this IT sales training program together is that all salespeople need to fight being random, and you need to find a process. You need to get Into your groove. And the thing to remember about that is this: being random never works. And a lot of folks confuse being random with being spontaneous. Being random is very, very specific. What it means is, you know you need to do things, but you never have a set order. You know you need to do things, but you never have a set time. You've never developed call zones. You've never developed a routine. One-sheets, you've never developed a perfect way of leaving voicemails, a perfect way of sending emails, and so you're random in all that you do. You spend about as much time getting coffee as you do prospecting for new customers. You spend almost no time actually physically calling. It's just a— your day is just a mess, and that's one of the main reasons that we need to fight randomness in the IT sales space. Step 1 in our process is all about gaining access. So let's move to our next video, which is all about the first step of 5 in IT successful sales training.
