In this episode of Built to Sell, Built to Buy, host Sam Penny sits down with Glenn Poulos, a sales powerhouse with nearly 40 years of experience. Glenn shares his journey from being a "failed civil servant" to building and selling two successful companies: MMWave Technologies and Gap Wireless
He is the author of Never Sit in the Lobby, a practical field manual containing 57 hard-earned lessons on how to build deeper customer relationships and close bigger deals.
Key Takeaways: Sales Lessons from the Field
Glenn’s philosophy revolves around being a "pleasure to do business with" while maintaining the resilience to lead the sale.
- Never Sit in the Lobby: Avoid sitting down while waiting for a client. Standing ensures you are not distracted by your phone and are "at attention" when the client arrives.
- Something in Your Hand, Something in Your Mind: Never show up empty-handed. Always have a physical item (like a quote or literature) and a specific, valuable insight or topic to discuss.
- The "Mini Tour" Strategy: Always ask for a quick look around the customer's facility. This allows you to see how your product will be used and identify what competitors are already in play "behind the veil".
- Freedom Begins with "No": A "No" is a full sentence. Being willing to say "no" to unreasonable discounts or demands keeps the stress on the negotiation rather than on your own workload.
- Thank God It’s Broken: When a product fails, it is the best opportunity to build a lifelong relationship. Providing over-the-top support during a crisis proves you care more than a salesperson who just disappears after the check clears.
Building for the Exit
Glenn discusses the transition from a commission-based sales rep to a business owner, emphasizing the "cheat code" of leveraging a team.
- The "Swiss Watch" Business: For his 2022 exit, Glenn built Gap Wireless to run like a precision instrument with clearly defined systems and processes.
- The Multiplier Paradox: While a perfectly run business is attractive, Glenn notes that private equity buyers sometimes pay higher multiples for businesses with "rough edges" that they can easily polish for a quick increase in value.
- Structure First, People Second: Following the EOS (Entrepreneurial Operating System), Glenn advocates for building the necessary business structure first and then finding the right person for each specific "seat".
The "Master" Golden Rule
"You only get forever to make another impression."
Glenn challenges the old saying about "first impressions". In business, every single interaction - at a trade show, in the office, or with the boss - is a deliberate chance to curate your career like a museum.
- Trade Show Excellence: Don't sit down or hide on your phone; pull customers into the booth and seek out product managers for career "cheat codes".
- The Warehouse to CEO Path: You can rise through any organization by outperforming and out-impressing those around you at every turn.
Links & Resources
- Glenn’s Website: glennpoulos.com
- Connect on LinkedIn: Glenn Poulos
- Book: Never Sit in the Lobby
