062 – The Difference Between Understanding and Implementing a Sales Process | Chris Dailey

062 – The Difference Between Understanding and Implementing a Sales Process | Chris Dailey

Chris Dailey, VP of Sales for ValiMail, knew when he was in seventh grade he wanted to be in sales. Flash forward to a law degree and selling for more than 20 years, a conversation with a sales manager from Merrill Lynch never left him. When his manager told him the reason for his success was the Merrill Lynch brand, Chris knew he had to prove him wrong.

He now works with Series A companies, proving any organization can effectively sell without the heavyweight brand behind it. So how does he do this? He starts by creating a “sales lab.”

By building a “sales lab,” reps can use the unlocked data as a way to propel themselves to the next level. Chris works with reps helping them feel encouraged and not judged. He creates an environment of constant improvement and self-evaluation.


  1. Create Visibility to Buy Time: To many, it seems like sales boils down to have you closed a deal or not. Most people don’t see or care about all the elements that go into a deal prior to a signature event happening. In order for you to have the time to execute, you must create systems that allow your CEO to see those incremental steps you’re taking. That information also allows you to have potentially difficult or challenging conversations.
  2. Learn How to Win Graciously: I used to have a big ego, going as far as to even thinking my sales effort was the reason everyone else on the team got a paycheck. Thankfully, I’ve had some events in my life humble me. That said, when you close a deal, be sure to thank those who played a role in your win. Did an SDR set that appoint for you? Did marketing influence the lead? Did the product team roll out a new update that made your talk track sticky? Thank those people. You couldn’t do what you do without them.
  3. Commit to Being Better: If you’ve been doing what you do for five years, you’d probably say you have five years of experience, right? Wrong! For a lot of you, you probably have one year of experience five times. What’s the difference? If you think you can just show up to work everyday and go through the motions, that’s not making you better, and you’re not gaining experience. You have to commit to self improvement. Outside of the work day, are you practicing and role playing new tactics? Are you listening to your calls and making notes on where you can improve? Are you seeking mentorship and guidance? It’s up to you to decide whether you’re going to get better or stay average.

Book Recommendations


  • CostelloWhat if every sales rep inherited the habits of your best rep? With Costello, they do.
  • The pipeline-centric system is strategically built on a proven selling methodology that keeps teams focused on the only thing they can control in sales – actions that push deals to close.

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