A podcast for founders and owners ready to squeeze the stress out of sales and build a business they love.
www.systematicselling.co (https://www.systematicselling.co?utm_medium=podcast)
🎙️E33: The One Change That Took a Close Rate From 36% to 61% | The Hole in the Wall Podcast
Systematic Selling's Sean M. Lyden returns to the Hole in the Wall Business Podcast, two years after Episode 111, for a conversation with hosts James Groves and Bill DeMent about building a sales system for a growing franchise network.
Originally published as Hole in the Wall Business Podcast Episode 167: https://www.youtube.com/watch?v=4RhKqnIm5Ec (https://www.youtube.com/watch?v=4RhKqnIm5Ec)
00:00 Welcome back to the Hole in the Wall podcast
01:26 Scaling sales without the chaos
04:42 The budget pre-sell: no more sticker shock
08:02 Sales is a craft: reps, mindset, and the words you use
12:34 Coaching a franchise network, plus a $6,500 one-call close
19:24 Customer experience starts before the signed estimate
24:00 Slumps come from skipped steps, not lead flow
26:32 The three tiers of closing and the game plan review
29:05 Why "let me know if you have questions" isn't a close
32:38 Relentless excellence and how to connect with Sean
Get full access to Systematic Selling Newsletter at www.systematicselling.co/subscribe (https://www.systematicselling.co/subscribe?utm_medium=podcast&utm_campaign=CTA_4)
24 Aug 2026
Systems Create Consistency.
Consistency Creates Unstoppable Momentum.
Zig Ziglar said it best: “When you do the things you need to do when you need to do them, the day will come when you can do the things you want to do when you want to do them.”There are no shortcuts to sales success.Build the systems.Do the work.Let consistency create the momentum.
Get full access to Systematic Selling Newsletter at www.systematicselling.co/subscribe (https://www.systematicselling.co/subscribe?utm_medium=podcast&utm_campaign=CTA_4)
14 Aug 2026
🎙️E32: Building a Sales Team That Makes Your Business More Valuable—With Jackie Hirsch
Today’s episode is for you if:
* Revenue slows down whenever you step away from selling.
* Your sales process—and too many customer relationships—still live in your head.
* You worry that your company’s dependence on you could limit its growth and eventual value.
A business can generate substantial revenue and still be difficult to sell.
Why?
Because if the owner is the sales team—holding the customer relationships, controlling the information and closing the important deals—a buyer has to wonder:
Will the revenue transfer when the owner leaves?
That was the focus of my recent conversation with Jackie Hirsch (https://www.linkedin.com/in/jackieossinhirsch/) of Crown Atlantic Business Brokers (https://www.crowneatlantic.com/).
We discussed how owners can build a sales team without losing control—and how the right people, processes and systems can make a business considerably more valuable.
Here are the eight most actionable takeaways.
1. Build the System Before You Delegate the Responsibility
Owners are often labeled “control freaks” when they struggle to delegate.
But Jackie sees a different problem: Most owners have never been taught how to break down a function, communicate it clearly and create a repeatable system someone else can execute.
[Watch this section: 02:11 (https://www.systematicselling.co/p/building-a-sales-team-that-makes-your-business-more-valuable?utm_campaign=post&utm_medium=web&timestamp=131.0)]
2. Protect the Customer Data (Without Hoarding the Relationships)
Giving employees access to customer relationships introduces legitimate risk. But keeping every relationship tied to the owner creates a different—and potentially larger—risk.
The answer isn’t to completely withhold access but to create guardrails.
Keep customer information inside a company-controlled CRM. Document every meaningful interaction. Establish appropriate agreements. Then hire people with high character and train them to represent the company well.
[Watch this section: 04:08 (https://www.systematicselling.co/p/building-a-sales-team-that-makes-your-business-more-valuable?utm_campaign=post&utm_medium=web&timestamp=248.0)]
3. Smooth the Transition Through the Three Stages of Sales
At Systematic Selling, we work with SMB founders on smoothing their transition through three stages:
* Founder-led sales: The founder is the primary rainmaker.
* Founder-managed sales: The founder has a sales team but still operates as the player-coach or de facto sales leader.
* Professionalized sales team: The company has a sales leader, trained sellers and repeatable systems that operate without the founder’s daily involvement.
The goal is to progressively transfer knowledge, relationships and responsibility until sales becomes a self-sustaining capability, not an owner dependency.
[Watch this section: 06:08 (https://www.systematicselling.co/p/building-a-sales-team-that-makes-your-business-more-valuable?utm_campaign=post&utm_medium=web&timestamp=368.0)]
4. Build Your Sales Team Around the 3Cs
Our conversation surfaced three factors that help owners build and retain an elite sales team:
* Character: Hire for character, then train for success.
* Compensation: Create a competitive, generous and crystal-clear compensation plan.
* Culture: Build an environment where talented people feel valued and want to stay.
[Watch this section: 11:00 (https://www.systematicselling.co/p/building-a-sales-team-that-makes-your-business-more-valuable?utm_campaign=post&utm_medium=web&timestamp=660.0)]
5. Mine the Gold Already Sitting in Your CRM
One company Jackie worked with had decades of past customers but had never systematically contacted them again.
The new owners’ initial growth strategy was simple:
Reach back out to the existing customer list.
That database produced new opportunities because the customers’ needs had returned, changed or expanded.
Too many companies treat customers as transactions moving through a funnel. Once the transaction ends, communication stops.
But customers don’t disappear after the sale. They remain in your orbit.
(See: 043: Stop Selling Through a Funnel. Start Expanding Your Orbit (https://www.systematicselling.co/p/043-stop-selling-through-a-funnel))
Continue building trust, staying visible and creating opportunities for repeat purchases and referrals.
[Watch this section: 16:49 (https://www.systematicselling.co/p/building-a-sales-team-that-makes-your-business-more-valuable?utm_campaign=post&utm_medium=web&timestamp=1009.0)]
6. Understand How Sales Systems Affect Valuation
Jackie shared two examples that illustrated how dramatically transferable systems and recurring revenue can affect a company’s valuation.
One business sold for approximately four times EBITDA.
Another—with recurring revenue and consistent year-over-year growth—sold for approximately eight times EBITDA.
That doesn’t mean sales systems alone automatically double a company’s multiple. Many factors affect valuation.
But it demonstrates the central principle:
Buyers pay more for revenue they believe will continue without the current owner.
[Watch this section: 25:30 (https://www.systematicselling.co/p/building-a-sales-team-that-makes-your-business-more-valuable?utm_campaign=post&utm_medium=web&timestamp=1530.0)]
7. Start Preparing Before You’re Ready to Exit
Jackie recommends that owners begin thinking seriously about their exit while they still have enough time and energy to strengthen performance, develop the team and participate in a thoughtful transition.
Even if you don’t plan to sell for five, 10 or 15 years, build the company today so someone else could eventually step in.
[Watch this section: 32:12 (https://www.systematicselling.co/p/building-a-sales-team-that-makes-your-business-more-valuable?utm_campaign=post&utm_medium=web&timestamp=1932.0)]
8. Remember: Buyers Must Sell Themselves, Too
A buyer may think the highest offer automatically wins.
It doesn’t.
Sellers frequently care about what will happen to their employees, customers and legacy after the transaction.
Jackie shared an example of a buyer who defeated several full-price offers—including an all-cash offer—because he understood the industry, knew the customers, lived near the company and gave the seller confidence that he could take care of the team.
The buyer understood something essential:
Buying a business is still a sales process.
The buyer must understand what matters to the seller and demonstrate alignment with those interests.
[Watch this section: 43:52 (https://www.systematicselling.co/p/building-a-sales-team-that-makes-your-business-more-valuable?utm_campaign=post&utm_medium=web&timestamp=2632.0)]
The Bottom Line
If your business still depends on you to generate the revenue, hold the relationships and direct every sales activity, don’t wait until you’re preparing to sell to address it.
Build the systems now.
Develop the team now.
Transfer the relationships now.
Because the sales organization you build today won’t just determine how fast (and sustainably) your company grows.
It also determines what your company is worth.
Sean M. Lyden is the founder and CEO of Systematic Selling (https://www.systematicselling.co/), a sales systems training company for growth-minded founders and their sales teams looking to scale their sales (without the chaos).
Get full access to Systematic Selling Newsletter at www.systematicselling.co/subscribe (https://www.systematicselling.co/subscribe?utm_medium=podcast&utm_campaign=CTA_4)
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