In a special episode, host John Golden talked with Shelley Rosetta. Shelley is a sales expert with over 30 years of experience in the furniture industry. She knows a lot about sales, leadership, and how to grow a business correctly.
Let’s break down the key lessons Shelley shared about becoming a strong sales leader in the furniture world.
Why Sales Leadership Matters
Great sales leadership is not just about selling more. It’s about making smart choices that help the business grow and stay profitable.
Revenue vs. Profit
Shelley says many sales leaders focus only on big sales numbers. But high sales don’t always mean high profits. Costs like delivery, storage, and product expenses can cut into earnings. That’s why it’s important to know both revenue and the cost to earn it.
Expert Tip:
Know your numbers. Watch your costs. Aim for smart growth, not just more sales.
The 6 Sales Metrics Every Leader Should Know
Shelley shares six important numbers that every sales leader should track. These help leaders understand what’s working and what needs fixing.
- Revenue Growth
Track how your sales grow each year. - Installed Margin % of Sales
Check how much profit is left after costs like product, shipping, and setup. - Sales Expense
Watch what it costs to sell—like salaries, travel, and ads. - Product Margin % of Sales
See which products bring the most profit. - Service Margin % of Sales
Know how much you earn from services like delivery and install. - Revenue Per Salesperson
Find out who’s selling the most and who might need help.
Pro Tip:
Use these numbers to make better choices. They help you lead with data, not just gut feelings.
Coaching and Accountability: Keys to a Strong Team
Shelley talks about how important it is for leaders to coach their teams. Many leaders were once top salespeople. But now, their job is to help others grow.
How to Be a Great Coach
- Mentor Your Team: Give advice and support.
- Empower Salespeople: Let them own their deals.
- Set Clear Expectations: Everyone should know what success looks like.
Keep Your Team Accountable
- Track progress.
- Give feedback.
- Celebrate wins and work on weak spots.
Shelley’s Advice:
Great leaders don’t just close deals—they build strong teams that can win again and again.
Keep Your Sales Process Clear
John and Shelley both agree: a clear sales process is a must. It should match today’s market and be easy for your team to follow.
To Stay on Track:
- Review Often: Make sure the process still works.
- Train Your Team: Everyone should know the steps to success.
Don’t Let Experience Lead to Laziness
Shelley warns that experienced reps sometimes skip the basics. But sticking to the process is still key.
Fix This With:
- Ongoing Training
- Regular Check-ins
- Helpful Feedback
Work Together Across Departments
Sales should not work alone. Shelley says teams like project management and design should work with sales. This helps everyone hit the same goals.
Try This:
- Hold Team Meetings
- Set Shared Goals
- Solve Problems Together
Final Thoughts from Shelley Rosetta
Shelley has real-world experience in furniture sales. Her advice helps leaders become better coaches, focus on profit, and build teams that last. Sales success is about more than big numbers—it’s about smart strategy, teamwork, and growth that lasts.
Action Plan for Sales Leaders:
- Track the 6 key metrics.
- Coach your team.
- Keep your sales process fresh.
- Work with other departments.
- Keep learning and growing.
By following Shelley’s expert advice, you can lead your sales team to real success in the furniture industry.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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