“Success in entrepreneurship isn’t about having the best product or the most innovative idea—it’s about understanding your clients’ needs and aligning your solutions to solve their problems. The businesses that thrive are the ones that prioritize their customers’ goals over their own.”
– Don Lazzari
Starting and scaling a business is one of the most rewarding yet challenging journeys an entrepreneur can undertake. From crafting a compelling value proposition to building a high-performing team, each step requires careful strategy and a commitment to growth. Don Lazzari, president of Delivering Value and author of Entrepreneur’s Sales Secrets Revealed, has spent over 15 years helping businesses navigate these challenges. With a career rooted in sales performance and team leadership, Don has worked with entrepreneurs at all stages, offering practical advice and actionable strategies to achieve sustainable success.
In this exclusive interview, Don shares invaluable insights into the art of entrepreneurship. He discusses the importance of aligning business goals with customer needs, hiring the right team members, and knowing when to scale. Whether you’re a solopreneur launching your first venture or a seasoned business owner looking to grow, Don’s expertise will inspire and empower you to take your business to the next level. Get ready to uncover the secrets of entrepreneurial success from one of the industry’s most trusted advisors.
Thank you so much for joining us, Don! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?
Sure! My entrepreneurial journey began with a clear realization: I wanted to take control of my time and focus on building something meaningful. Over the years, I’ve gained extensive experience in helping businesses grow, particularly through building high-performing sales teams. I’ve been fortunate to work with a variety of companies—some just starting out and others looking to scale—and each experience has shaped my understanding of what makes a business thrive. Delivering Value, my sales performance consulting agency, is the culmination of those lessons. For 15 years, I’ve been dedicated to helping entrepreneurs succeed by implementing effective sales strategies and building resilient teams.
What inspired you to start your own business, and how did you prepare for it?
The inspiration came from my desire to create a more balanced lifestyle while still doing meaningful work. I’d spent years on countless flights and working long hours for others. While I valued those experiences, I knew I wanted something different. To prepare, I saved a year’s worth of expenses to ensure I had the financial stability to focus on my business. Additionally, I spent time reflecting on my core strengths, which are leading teams and driving growth. I realized that these skills would serve as the foundation of my business. Finally, I committed to jumping in with both feet and never looking back. Starting a business requires full dedication, and I was ready to give it my all.
Many people struggle to take that leap into entrepreneurship. What advice would you give to someone thinking about starting their own business?
Taking the leap can be daunting, but preparation and mindset are key. First, ensure you’re financially ready. Starting a business without a safety net can lead to unnecessary stress and hasty decisions. Second, choose a business that aligns with your natural talents and strengths. When you’re working within your area of expertise, it’s easier to build credibility and confidence. Finally, embrace the journey wholeheartedly. Entrepreneurship is not a part-time endeavor; it’s a commitment to growth, resilience, and continuous learning.
Let’s talk about your book, Entrepreneur’s Sales Secrets Revealed. Can you share its core message and what readers can expect?
Absolutely. The book is a practical guide for entrepreneurs at every stage of their journey—whether they’re starting out, scaling, or managing an established team. It’s divided into three sections, each addressing specific challenges. For example, the first section helps solopreneurs focus on defining their value proposition and effectively communicating it. The second section delves into scaling, including how to build a sales team and manage resources. The final section introduces a framework called “sales vital signs,” which provides measurable ways to track and improve sales performance. The book is interactive, with templates and exercises that readers can apply directly to their businesses.
What’s one common mistake entrepreneurs make when it comes to sales?
One of the most common mistakes is focusing too much on the product’s features and not enough on the client’s actual needs. Entrepreneurs often get caught up in what makes their product great, but clients are more concerned about how it will solve their problems. The key is to align your pitch with the client’s pain points and priorities. This approach not only makes your offering more compelling but also builds trust and credibility.
What advice would you give to solopreneurs who are just starting out?
For solopreneurs, simplicity and focus are essential. Start by crafting a clear and concise value proposition that highlights the top three benefits of your business. These should be benefits that resonate deeply with your target audience. Additionally, leverage testimonials or case studies to establish credibility. People are more likely to trust you if they see that others have successfully used your product or service. Lastly, be prepared to wear multiple hats but prioritize the activities that drive revenue and growth.
What should business owners focus on when they’re ready to scale?
Scaling requires a shift in mindset and strategy. The first priority is building a capable and reliable team. Entrepreneurs must let go of the notion that they can do everything better than anyone else. Your job as a leader is to empower others to succeed. Second, invest in support roles, such as marketing or operations, to create a solid foundation for growth. Finally, establish clear metrics to track performance and identify areas for improvement. Scaling is about creating sustainable systems that allow your business to grow without you being involved in every detail.
How can an entrepreneur tell if their business is ready to scale?
A key sign is when your existing team is consistently overwhelmed with demand. If salespeople are saying they’re losing deals because they can’t keep up, it’s time to scale. Another indicator is a strong pipeline that requires additional resources to manage effectively. Scaling doesn’t necessarily mean hiring more people immediately; sometimes, investing in tools, marketing, or operational support can yield better results.
When it comes to hiring salespeople, what qualities should business owners look for?
Great salespeople share a few key traits: drive, resilience, and a deep understanding of their wins and losses. During interviews, ask candidates to walk you through the anatomy of a win and a loss. Strong candidates will take ownership of their failures and demonstrate what they’ve learned from them. Additionally, put candidates through a “hot seat interview,” where they present why they’re a good fit and pitch your company. This process helps identify those who can think on their feet and deliver under pressure.
What are some effective ways to measure a sales team’s performance?
Measuring effectiveness comes down to tracking key metrics, or “sales vital signs.” These include new interest, pipeline growth, deal closures, and quota performance. By monitoring these metrics regularly, you can pinpoint strengths and weaknesses within your team. Consistent communication about these metrics also fosters accountability and drives performance. It’s important to remove subjectivity from the evaluation process—let the numbers tell the story.
What’s a misconception many entrepreneurs have about scaling?
One major misconception is that you need a team of A-players to succeed. While A-players are valuable, they’re not the whole picture. Most teams are a mix of A, B, and C players, and it’s your job to manage and develop them effectively. Another misconception is that adding more salespeople will automatically lead to growth. In reality, scaling often requires strengthening your pipeline and marketing efforts before expanding your sales team.
Can you share a key takeaway for entrepreneurs looking to improve their sales strategies?
Focus on understanding your clients’ needs before trying to sell them anything. Ask insightful questions, listen actively, and position your solution as the answer to their problem. This approach not only increases your chances of closing a deal but also builds long-term relationships with your clients.
Where can people find your book and follow your work?
My book, Entrepreneur’s Sales Secrets Revealed, is available on Amazon in both Kindle and print formats. You can also visit my website, deliveringvalue.com, and find me on LinkedIn or Substack under the same title as the book.
Thank you for sharing such valuable insights. This conversation has been incredibly inspiring and informative. How can our readers further follow your work online?
Thank you, Stacey. As I mentioned, you can connect with me on LinkedIn, visit my website, or subscribe to my weekly Substack articles. I’m always happy to connect with fellow entrepreneurs and help them navigate their sales challenges.
