Why 50% of First Sales Hires Fail—and How TenClub Breaks the Cycle | Ep 203 | DevReady Podcast

In this episode of the DevReady Podcast, host Anthony Sapountzis welcomes Ken Thomas, Founder of TenClub, an outsourced sales agency focused on solving small business sales challenges in Australia. Ken dives into the struggles many founders face when transitioning out of sales roles and hiring their first salesperson—an often tricky process with a high failure rate. He highlights that up to 50% of initial sales hires fail, with ROI often taking 9 to 18 months, and shares how TenClub’s mission is to accelerate this process, enabling businesses to break through revenue barriers and achieve sustainable growth. Anthony adds personal reflections, noting the transformative impact of structured sales processes on business success.

The name TenClub reflects milestones and camaraderie, symbolising achievements like securing ten clients or reaching significant revenue goals. For Ken, the name encapsulates progress and collaboration, values that underpin his approach to supporting small businesses. Drawing on a decade of experience across retail management, corporate sales, and fintech, coupled with an MBA, Ken has developed tailored solutions that improve sales processes, streamline operations, and drive growth. By leveraging his expertise and networks, TenClub helps founders establish scalable systems and generate consistent leads.

Throughout the episode, Anthony and Ken address common sales challenges, such as equating customer service with sales and the absence of defined processes or tools like CRMs. Ken stresses the importance of implementing structured systems to handle key sales stages, from discovery calls to closing deals. He also advocates for clearly articulating value propositions, aligning with client pain points, and using straightforward tools like pitch decks to enhance efficiency and streamline workflows.

Ken also shares personal insights into overcoming imposter syndrome and embracing entrepreneurship. He credits his support network, particularly his wife, for encouraging him to take risks and build confidence. By adopting a growth mindset and openly sharing knowledge, Ken underscores the value of building trust and fostering collaboration as key ingredients for long-term success.

For startup founders, Ken offers practical advice: focus on tasks they excel at, delegate responsibilities, and map out clear roles. He emphasises aligning new hires with the company’s values and vision, prioritising strategic oversight, and avoiding micromanagement. These principles, he explains, allow businesses to scale effectively while navigating the complexities of sales and team building.

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