Finding a sales leader who knows how to sell
Crisp Video Group excels at helping ambitious law firm owners generate massive growth by leveraging video marketing. Its clients get world-class legal videos, unmatched digital marketing advice, and the best coaching in the legal industry.
The organization was in a tricky position when Covid-19 hit and had to postpone its annual conference, which, the previous year, brought in over 8-figures of revenue. On top of that, Crisp Video Group made a massive real estate investment and started building its new training center, all during pandemic heights.
Not only was the company going through a lot, but its founder, Michael Mogill, had too much on his plate. “We were trying to scale our sales team, but even then, it was still largely dependent upon me to do a lot of the selling,” explains Michael.
He couldn’t get out of the day-to-day selling and focus on being the CEO, which his company needed. “As a CEO, I had to step up and work with various departments as a whole. I had to make sure our clients were supported and that we continued to invest in our future,” says Michael.
After years of looking for a suitable sales leader to replace him, it became his biggest frustration. “I was struggling to find the right person who has been there before and also knows how to sell. I felt like I was the only one who had deep sales leadership knowledge,” he explains.
When Michael finally found a sales director with strong credentials, he asked for Ali Mirza’s feedback, the Founder & CEO of Rose Garden. Michael and Ali knew each other from an entrepreneurship group, and as he recalls, “Ali was the sales guru in that group.”
Ali advised Michael not to hire the candidate, but he went through with him anyway. Three months later, he fired him because it didn’t work out. The next thing Michael did was to call Ali: “Listen, I’ve been wrong enough times. It’s time we did this thing right—together.”
Ali helped Michael even before they started working together. He wasn’t charging him for it; he was just helpful. That kind of value led Crisp Video Group to work with Rose Garden.
We were trying to scale our sales team, but even then, it was still largely dependent upon me, the CEO, to do a lot of the selling.
Growth sales strategy and unparalleled expert advice
From day one, Ali went in and analyzed Crisp’s sales team performance. He came up with a sales strategy to hit targets and pointed out where they were leaving money on the table.
But as Michael explains, it’s everything Ali did that made working with Rose Garden the best decision ever, such as:
Having a winning mindset
When Covid-19 hit, Crisp Video Group was trying to figure out how to evolve and continue to move its business forward. Ali created a tighter team structure, and empowered the sales team to stay proactive, focus on their goals, and be more accountable. “Between Covid-19 and everything else, Ali’s winning mindset is what we needed to move forward and scale our business,” highlights Michael.
Thinking about the bigger picture
Rose Garden’s approach is based on behavioral economics—understanding what motivates buyers and sellers. Ali’s main focus was not closing sales—he would learn about each prospect, understand their needs, and ensure they have the best experience.
Leading by example
In September 2020, Crisp had to get a high number of attendees for its online bootcamp. Ali turned the sales team into a call center for a week and worked right beside them. It’s this sort of dedication that sets Rose Garden apart, giving business leaders the confidence that their teams will dominate sales.
Showing unique commitment
Before Rose Garden, Michael had worked with sales leaders who found excuses when they underperformed. According to him, “other sales leaders always needed more time, more resources, or thought our goals were unrealistic.” Not Ali. He did what it takes to close deals and deliver value to the organization.
In November 2020, Ali was on a plane almost every other day, traveling all across the country to meet with prospective clients. “Ali wasn’t just calling prospects. He would get on a plane, bring the proposal, take them out to dinner—the whole thing. That’s the kind of commitment he has.”
Taking care of selling
By taking the sales off his mind, Ali empowered Michael to be a more confident leader. “Ali always told me to remain focused on my CEO duties and not worry about sales. That helped me free up my mind and keep my focus on the big picture.”
With Ali on his side, Michael finally got what he wanted. “I was no longer worried that with me out of the sales department, things would fall through the cracks and we might stop converting opportunities. Ali was able to handle all sales effectively,” he says.
Ali Mirza came in as the organization’s sales leader, enabling its CEO to focus on building his business and continue investing in the company’s future, even during a global pandemic.
I was no longer worried that with me out of the sales department, things would fall through the cracks and we might stop converting opportunities. Ali was able to handle all sales effectively.
When Covid-19 hit, we thought 2020 could be a down year in terms of revenue. With Rose Garden’s help, it ended up being the best year in our organization’s history.
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