We recently connected with Ronda Berns and have shared our conversation below.

Ronda, looking forward to hearing all of your stories today. Alright, let’s jump into one of the most exciting parts of starting a new firm – how did you get your first client who was not a friend or family?

In May 2019, I left my full-time job as the Vice President of Tourism for the Vermont Chamber of Commerce to start my own sales consulting and coaching business. I was fortunate in many ways, as I had been part of a statewide organization and had many connections to utilize to find new clients.

My first client was secured through the power of networking. A former colleague connected me with Julia, the owner of a local marketing company. Our initial coffee meeting was filled with energy and discussions about our client-focused approaches. We had several follow-up calls that offered valuable exchanges of advice. Through my new connection with Julia, I found my first client!

Julia was an active member of a local networking group and asked if I’d like to attend one of their meetings as a guest, which I accepted. Two days before the meeting, Julia called me to say she had spoken with a woman named Sarah in her group who was seeking sales training for a new hire. Julia introduced me to Sarah, and we scheduled a lunch appointment for the following week.

I vividly remember how excited I was to meet with Sarah, learn about her and her business, and discuss how I could help her new agent become successful in sales. We had one of those instant connections. Sarah and I talked for over an hour and a half, and at the end of lunch, she asked me to send her a contract to get started with sales training for her new agent ASAP! She had also decided to be part of the training to brush up on her selling skills!

Earning that first contract as a new business owner is exhilarating. It confirms that we made the right decision, our work is valued, and we will make a positive impact by sharing our expertise to help others succeed.

Ronda, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My career began in the hospitality industry. I worked my way up from a switchboard operator to the front office manager at a prestigious hotel chain in the vibrant city of Boston. Each role I took on, from answering calls to managing the front desk, was a stepping stone that shaped my understanding of customer service and business operations.

At the age of 24, an unexpected opportunity knocked on my door. I was offered the sales manager role at a renowned Sheraton Hotel and Resort. Despite my extensive background in hospitality, I had no formal sales training. I was a novice stepping into the sales world that demanded expertise. My onboarding consisted of a quick hotel tour, a stack of client files, and a daunting “Good Luck.”

The initial days in that first sales role were a whirlwind of excitement and trepidation. I was thrown into the deep end during a sales blitz armed with nothing but brochures and a list of businesses to visit. Conversations were friendly, but they lacked substance. I quickly realized that booking clients would be more than just showcasing pretty photos of our amenities.

My pivotal moment came with a career move to The Crowe Plaza Hotel. It was here that I realized that there was a customer-centric sales process that made sense and changed my world. Through comprehensive sales training and coaching, I discovered a vital truth about sales: selling isn’t an innate talent we are born with but a skill that can be learned, practiced, and mastered!

Armed with a newfound sales framework and a focus on customer-centric processes, my approach to client interactions underwent a complete overhaul. I began building relationships with my clients, listening intently and with curiosity to understand each client’s unique needs to provide them with tailored solutions. This shift boosted my confidence and transformed my sales performance and career.

Today, I leverage my extensive sales training and years of sales experience to empower business owners, individuals, and sales & service teams nationwide with my customer-centric, relationship-based sales process. I enable my clients to become more competent, confident, and successful salespeople. Through my proprietary sales programs, my clients learn how to foster meaningful connections based on integrity and trust, identify opportunities, and drive business growth and sustainability.

If you’re a business owner, individual, or someone in sales who feels the weight of doubt and fear about selling, know this: success in sales is within your reach. Like you, I started without formal training, but through dedication, a commitment to learning, and wanting the best results for my clients, I overcame my fears and thrived. Embrace the journey, believe in your ability, and follow your path to sales success today!

How about pivoting – can you share the story of a time you’ve had to pivot?

On March 19, 2020, a pivotal moment occurred in my journey as a solopreneur. I launched my business in May 2019 and successfully secured multiple lucrative contracts in the hospitality and service industries for sales training in the second quarter of 2020. However, all of these hard-won contracts, which took months to secure, were suddenly canceled within one week due to the COVID-19 pandemic.

Feeling the need to adapt without panicking, I pivoted my focus to industries that were thriving despite the pandemic and would need my sales training services. Acting quickly was crucial if I wanted to keep my business going and cover my expenses.

After conducting extensive research, I found that staffing agencies, janitorial companies, and real estate agencies were experiencing significant growth due to the demands created by COVID-19. I reached out to many of my existing contacts and was able to connect with the decision-makers in several of these businesses. I was fortunate that I was able to successfully pivot my efforts by shifting my focus to new industries, which helped me to keep my business growing and profitable.

Any fun sales or marketing stories?

During my hospitality career, I was offered a position as Director of Catering at a prestigious hotel in Boston. My responsibilities were to include teaching sales and revenue management to the catering team, identifying and upgrading the clientele, and increasing the average check to align with the hotel’s superior product and service.

Before this opportunity, I had been successfully leading sales teams, selling corporate groups, meetings, conferences, and large regional and national events. However, this new role brought a unique challenge as I was now in charge of specifically leading and training a catering team comprised of highly talented and strong women.

In our first week working together, I had to communicate my purpose and the new department goals. They were not initially impressed, as I had limited experience in selling catering events, and they were aware of my shortcomings in that area. I acknowledged their talent and expressed my eagerness to learn from each one of them. In return, I promised to empower with them sales tools and techniques to identify our new ideal clients, prospect for those clients, qualify events, upsell menus, and close more catering groups.

The year presented many challenges as we had to release numerous existing clients and then seek and secure the new ideal clients to meet the team’s revenue goals. However, despite the challenge, we did succeed! Within one year, the team not only thrived by meeting sales and revenue targets, but we earned recognition as one of the company’s top revenue-producing catering teams.

This success was achieved through collaboration, communication, and a commitment to each other. We each shared our unique expertise with the team and collectively met all of our goals. Even today, 25 years later, I am proud to say that I am still connected with these amazing women. We now utilize Zoom calls to continue to support, advise, and share our successes and challenges life brings.

Contact Info:

• Website: https://www.rondaberns.com
• Linkedin: https://www.linkedin.com/in/rondaberns/
• Youtube: https://www.youtube.com/channel/UCn9jiYKS_S-8Hn8YYf2E0EA

Image Credits

Ronda Berns or www.RondaBerns.com