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Truth Telling From The Trenches With Mid-Size Company Sales Strategist Lori Richardson

Lori Richardson is a sales strategist for mid-sized companies with her firm, Score More Sales, and President of Women Sales Pros.

As the Voice for More Women in Sales and Sales Leadership in industries with male­ majority sales organizations, she travels around North America and Europe teaching what the research shows for inclusive sales teams and more ROI.

Where is your business located?

Portsmouth, NH

Where did the idea for your business come from?

I was downsized when the company I worked at for three years was in talks to be purchased, and my position was filled at the other company. This company loved how I helped them grow their sales so they became my first client and this year marks 16 years in business.

What is the first thing you do in the morning?

It depends if I'm on the road or not, but usually starts with a great cup of coffee.

What does your work day look like and how do you maximize your productivity?

My work days change due to travel schedules, webinars, and other events. I am a flexible person and like that it is not the same all the time. It makes me track those things I must do regardless of where I am, like fitness, e-mail and content creation.

How do you bring your great business ideas to the world to serve your clients?

I have a team and we do strategic planning. I am also in a Mastermind group with other CEOs and get great ideas there too. It is important to listen to others and get out of your "bubble" to learn innovative ideas and trends you may not be aware of.

What is one trend in business that excites you?

I love when something shakes things up as ride sharing did to the taxi business. My own industry - sales consulting, training and coaching will be changed by artificial intelligence and machine learning. If you are good at what you do, you'll always have a path - just need to be agile and aware of what's changing.

What is one strategy that helped you grow your business?

Follow up, follow up, follow up using my "3rd List" rule - follow up with your existing customers, your future customers, and strategic referrers (those who can refer multiple people your way - you just have to keep your presence in their mind). Reach out to others to see what THEY are working on - not about you.

What is one failure you had as an entrepreneur, and how did you overcome it?

I began without enough money saved to help me through the slow months for the first few years. Instead, I would offer lead generation to companies for a low, flat, hourly rate which kept the lights on.

What is one business idea you’re willing to give away to this community?

Master the concept of the third list (I have blog posts that further describe) and you'll never run out of referrals.

What is the best $100 you have recently spent? on What? Why?

For a portable surge supressor with multiple outlets which is lightweight and I take it in my suitcase when on the road - perfect for when the hotel room or inn has not enough outlets - it also has two spots to plug my phone cord into directly. That and an extra power cord for my Surface Pro.

What is one piece of software or app that helps you be productive? How do you use it?

We use 22 apps to run Score More Sales and Women Sales Pros. I think the ones that help to make easy videos and host them are at the top of the list these days. One I like is Wistia's Soap Box.

What is the best business book you have read? Why?

I have hundreds of books just on sales and marketing topics.

A great new one written by Lisa Dennis is called "Value Propositions that Sell" which walks you step by step through the creation of your company's value prop.

What is your favorite quote?

"It's the cold that's dead, not the calling." - Trish Bertuzzi on the cold-calling debate.

Who inspires you in business and why?

Many of the women sales experts in WomenSalesPros. They have all been invited to participate based on their visibility, their passion, and their success as sales experts and influencers.

What are your thoughts on work-life balance?

What's work-life balance? I think if you do what you love it doesn't require the same amount of downtime or distraction from it.

What are the 3 business lessons you’ve learned so far?

1. Focus on one person and one conversation at a time.

2. Think of yourself as a publisher - create content that helps others and shows who you and your business are.

3. Personalize your communication so people know they are not a number or part of a bulk message.

What is your workspace like?

Creative and colorful office in my home. I love my office because it has everything I need in it. (I can send a photo if you'd like).

Last thing you do at the end of your work day?

Complete anything important (urgent is not the same as important) and create a beginning list for the next work day so I can hit the ground running.

What is the one thing you can't leave home without?

My Surface Pro laptop.

What superpower would you love to have to use for good?

Influencing more women to consider a sales career - women can be great at professional sales - many have a false idea of what the profession entails. I'm working to change that!

Number of unread emails right now?


Anything else you want to add?

If everyone learned one or two things about sales, communication, influence, and psychology each week they would be better at growing their business.

How can other entrepreneurs connect with you?

For Score More Sales:

For Women Sales Pros:


If you are reading this and are interested in being featured in the Truth Telling from the Trenches series - apply here.

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