Sales Coaching Is An Essential Part Of Building A High Growth Business
-With Insights from Kirk Halpern, CEO, Farmers and Fishermen Purveyors
Innovation, Inspiration, Redemption and… Sales Coaching?
Kirk Halpern, founder of the Atlanta-based and award-winning business Farmers and Fishermen Purveyors, joined Carrie Richardson on the WIN podcast to share a compelling story of navigating the complexities of high-growth businesses – both the highs and the lows.
His journey, marked by strategic pivots, deep industry insights, and a commitment to excellence, offers valuable lessons for entrepreneurs and managers alike.
It’s rare that I get to meet one of my podcast guests from outside of my city AND outside of my industry, but while traveling this summer, I attended Comptia ChannelCon in Atlanta, and could not pass up the opportunity to connect with Kirk. He offered my daughter and I the opportunity to tour the Farmers and Fishermen Purveyors offices – which it turns out is one large shared open concept office (Kirk appreciates the team collaboration and fast decision making that can happen in open offices) and the biggest freezer I’ve ever been inside.
What’s in that magical freezer?
Everything!
Fish from all over the world, Wagyu Beef from Australia and Japan, Jiberico Ham from Spain, Oysters from…. every spot you can get oysters from (by the way, cultivating oysters is one of the best things you can do for the environment!). Here’s a picture of my daughter and I on our tour with a recently cleaned and prepped sea bass from Antarctica:
Kirk did not start out in the family business.
He went to law school.
He practiced law for about one year and a day, realized he was drawn more to the idea of building something, and joined the family business, Buckhead Beef. Read on to learn more about how Kirk grew up in the family business, worked in the family business, and now carries on the tradition of providing restaurants with exceptional fresh seafood, beef and other specialty items…and the tradition of building high growth companies quickly by building up entry level teams through effective coaching – especially sales coaching.
If you prefer to listen to the podcast, you can listen on any major podcast platform, or for convenience it’s right here:
A Legacy of Growth and Innovation
Kirk Halpern’s story begins long before Farmers and Fishermen Purveyors. Growing up in the meat and seafood purveying business, Kirk was immersed in the industry from a young age. His professional journey took off when he joined his father’s business, Buckhead Beef Company, after a brief stint practicing law.
“I practiced law for a year and a day, and then in 1989, I joined my father’s business, Buckhead Beef Company. At the time, we were a million-dollar company. By 1999, we grew to $135 million,” Kirk recalls.
This rapid growth continued with his next venture, Halpern’s Purveyors of Steak and Seafood, where he again demonstrated his knack for scaling businesses quickly and effectively.
Key Strategies for Leading a High-Growth Business
On the podcast, Kirk shares some of the lessons learned while building two consecutive nine-figure companies, and how he’s scaling his new venture:
Focus on Quality and Perfection:
Halpern’s pursuit of perfection, inspired by Gulfstream Aeronautics, underscores the importance of consistently delivering high-quality products. This dedication sets a standard of excellence that can distinguish a business in a crowded market.
“We were really good at getting big. Now, I’m chasing perfection. I’m not chasing anyone in my industry; I’m chasing Gulfstream aeronautics,” Kirk explains, highlighting his relentless drive for top-tier quality.
Innovative Sourcing and Supply Chain Management:
Sourcing both locally and globally, Halpern shortens the supply chain to ensure product freshness. For example, he works directly with salmon farms in Patagonia to deliver fish that is less than three days out of the water, compared to the industry norm of 10-12 days.
“Instead of it flying to Miami and going to a warehouse, it flies direct on the bottom of a Delta airline commercial jet that I’ve worked out a deal with Delta. It lands directly in Atlanta. What that means is I have salmon that I’m delivering throughout North Georgia and beyond. It’s only been out of the water for under three days.”
Supporting Local Farmers and Fishermen:
By partnering with small, passionate producers, Halpern not only ensures high-quality products but also supports local economies. This approach builds strong, mutually beneficial relationships that can lead to sustainable business growth.
“I wanted to work and have an impact on small farmers and small fishermen—individuals who, with love and passion, utilize their hands and their heart to grow, catch, you name it, wonderful products and bring them into the marketplace.”
Adapting to Market Changes:
During the COVID-19 pandemic, Halpern swiftly pivoted to a direct-to-consumer model, maintaining his workforce and meeting community needs. This adaptability is crucial for navigating business challenges and sustaining growth.
“In a single day, I lost 97% of my customers. But instead of closing up, I drafted a new business model for direct-to-consumer delivery. I told my team, no firing, no furloughs, no reduction in pay or hours. And in exchange, all I asked was that we be perfect in our execution.”
Embracing the J-Curve Reality:
Understand that business growth is not linear; it involves ups and downs. Prepare for this reality, emphasizing perseverance and continuous improvement. Celebrate small victories and learn from setbacks.
Sales Coaching for Entry Level Team Members
Effective sales coaching is crucial for building a competent sales team. Kirk emphasizes the importance of coachability and work ethic in new hires.
“Your value is your coachability and your work ethic. It doesn’t matter what university you went to or even if you went to a university. Are you hardworking and are you coachable?”
Kirk shares his approach to training and developing entry-level sales reps, comparing them to freshmen in a sports team who need tailored training and clear, executable strategies. We’ll share those steps at the end of this blog post!
Lessons from the Field
Kirk’s experience with sudden staff changes offers a practical example of managing a sales team through challenges. When several top sales representatives left unexpectedly, he personally stepped in to reassure customers and maintain service quality.
“Ownership is leadership. I got in front of every one of those customers to ensure they knew they were important. Then, I made sure we executed exceptionally well.”
By bringing in and providing sales coaching to entry-level employees, he rebuilt his sales team and continued to deliver high-quality service.
Encouraging Redemption and Growth
Kirk’s belief in second chances is evident in his hiring practices. He values redemption and provides opportunities for those who have faced challenges.
“This is an industry of redemption because you could have made some mistakes in your late teens and early twenties. You can come out of incarceration and decide you’re going to turn your life around and really grow and produce.”
As Fox and Crow Group focuses heavily on sales coaching, we’re excited to share some advice from outside of the managed IT services bubble on how you can effectively hire entry-level employees from non-sales roles and coach them into high performing sales team members. Kirk believes you’re in sales every day of your life, and your coachability and work ethic are the only limiting factors to sales success.
Here are the tips he’s shared:
Key Coaching Strategies for Entry-Level Sales Representatives
Prioritize Coachability and Work Ethic:
When hiring, focus on candidates’ willingness to learn and their dedication to hard work. These traits are more predictive of success than previous experience or education.
Tailor Training to Individual Needs:
Recognize that entry-level reps, akin to freshmen in a sports team, require tailored training and clear, executable strategies. Provide comprehensive onboarding and continuous support to help them develop their skills.
Promote Redemption and Growth:
Halpern’s belief in redemption underscores the importance of giving individuals a second chance. By creating opportunities for those who have faced challenges, you can build a loyal and motivated team.
Utilize Real-World Sales Techniques:
Encourage sales reps to draw on everyday experiences. For instance, skills gained in customer-facing roles, like bartending or serving, can be invaluable in sales. Teaching practical, relatable sales techniques can enhance their effectiveness.
Are You Considering Hiring Your First Sales Rep?
Fox and Crow Group helps business owners take off the hats they would prefer to stop wearing. Many business owners are the sole sales reps for their business, but that may not be their “10X” or “genius” zones. If you’re considering adding a sales rep to your team, schedule some time with Carrie Richardson to discuss the pros and cons. If you’ve never hired or trained a sales rep, working with a professional to build the sales process you want them to adhere to, recruiting them, hiring them, training them, coaching them, managing them and keeping them motivated may be more work than you expected! Fox and Crow Group provides sales coaching for business owners and teams.
Learn More About Kirk Halpern
Kirk Halpern’s journey in leading high-growth businesses and coaching entry-level sales reps provides a wealth of practical insights and inspiration. His company has won awards for “Best Places To Work” and he was a Southeast Finalist for the EY Entrepreneur of the Year Awards in 2024. His employees include recently settled first generation Americans, and Mr. Halpern is an active and dedicated philanthropist, supporting Goodwill Industries amongst other non-profits.
His focus on quality, innovative sourcing, support for local producers, and commitment to redemption and growth offer a blueprint for sustainable success. By adopting these strategies, entrepreneurs can navigate the complexities of business growth while fostering a supportive and effective team.
Visit his website at https://www.farmersandfishermen.com
Looking for a DIY Option for Building a Sales Process?
Fox and Crow Group is excited to announce that our MSP sales enablement platform: the MSP Sales Process is ready! Be one of the first MSPs to try it in-house. Contact Carrie for a free 30 day trial!
Enjoy the podcast, and until next time, keep winning!
