83. Strategies for Reeling in Big B2B Sales, with Robert Cornish of Richter

Robert Cornish’s mission is to use aesthetics and communication to improve and move people through the end-to-end sales journey. As the CEO of Richter, he helps Fortune 500 companies—from Disney to Dell—with their end-to-end B2B sales journey.

Join Jim and Robert as they dive into enterprise sales and what deal teams can do to stop making mistakes in pre-sales, sales enablement, and customer experience.

3 Key Takeaways

• Alignment and Elimination: Robert advocates for maintaining alignment in a company’s vision, mission, and offerings. He suggests that cutting out misaligned elements, whether they’re customers, products, or services, can lead to a clearer and more successful path. Several times in Richter’s history, Robert cut whole swaths of customers. Why? Because deep down he knew that his agency couldn’t serve them to his standards.
• Thought Leadership: Thought leadership and personal branding are significant for businesses of all sizes. Robert mentions the importance of having influence, thought leadership, and a clear point of view to stand out and attract attention as part of your strategy for getting in front of B2B companies.
• The Bigger the Company, the More Refined the Target: Robert believes that a purposeful approach is essential to B2B sales. He stresses the need to get in front of the right person from the start of the sales cycle to give yourself the best chance for success.

Resources

Robert Cornish on LinkedIn: https://www.linkedin.com/in/robertmcornish

Read Robert’s book, What Works, co-written with Wil Seabrook: https://amzn.to/47p3u61

Listen to Robert’s What Works as an audiobook: ​​https://adbl.co/2BvqS4I

Subscribe to Robert’s newsletters: https://robertcornish.substack.com/

Richter’s website: https://www.richter10point2.com/

About Our Guest

Robert Cornish is the founder and CEO of Richter Group of Companies, a management, acquisition, and venture group that owns Richter10.2 Media Group, Social Media Press Kit (SMPK), and Richter10.2 Video. Since 2002, he has successfully launched and run five companies. Through those companies, he has helped implement effective growth methods that have resulted in Richter's consistent success.

Some of Robert’s achievements include:

• Featured in Bloomberg Businessweek, Selling Power Magazine, and Inc Magazine.
• Guest speaker for Association for Corporate Growth Los Angeles, IASA Summit, and West Point.
• Interviewed for 33Voices, EnTRUEpreneurship Podcast, and IDEA Magazine.
• Published author of What Works, a book about lessons Robert learned while growing his multi-million dollar agency.

Richter is one of the fastest growing companies in America, as shown by the following achievements:

• Made the Inc 5000 list five times.
• Made the Silicon Valley Fast 50 four times.
• Won the Entrepreneur360 award two times.

About The Dirt Podcast

The Dirt is about getting real with businesses about the true state of their companies and going clear down to the dirt in solving their core needs as a business. Dive deep with your host Jim Barnish as we uncover...