In this exclusive interview with CanadianSME Small Business Magazine, Steven Wright, President & CEO of Focus, shares his insights on the transformative power of Fractional Sales Leadership. With over 20 years of experience in sales strategy and business development, Steven has helped countless small and medium-sized businesses overcome common growth hurdles by providing affordable, scalable sales leadership solutions. Focus, under his leadership, has pioneered a unique model that allows SMBs to access expert sales management without the high costs of full-time executives. Steven dives into the strategies that drive sales success, from optimizing sales processes and CRM systems to building resilient, motivated sales teams. In this conversation, he emphasizes the importance of structure, leadership, and consistency in navigating uncertain markets, offering valuable lessons for business owners looking to scale their sales operations and thrive in today’s competitive landscape.
Steven Wright is an accomplished Entrepreneur, Strategist, and the Visionary behind Focus, an organization that has helped business owners affordably scale their Sales Operations for over 20 years.
As the President & CEO at Focus, Steven draws upon his extensive background in sales organization design, strategy, process formulation and CRM implementation to drive the company’s growth and innovation.
His pioneering spirit and deep understanding of the challenges small and midsize business owners face in scaling their growth, has been instrumental in shaping Focus’ evolution from being a turn-key Business Development operation to evolving into a leading provider of fractional sales leadership services.
Steven is happy to bring his wealth of knowledge to SMB Business Owners and share his insights into the current and future state of sale success for those wanting scale their Sales Operations www.BringOnFocus.com
Your company specializes in Fractional Sales Leadership, a unique approach to scaling sales operations for SMBs. Could you elaborate on how this model benefits small businesses compared to traditional full-time sales leadership roles?
Our Fractional Sales Leadership model offers a revolutionary approach that allows small businesses to access expert sales leadership without the high cost of a full-time executive. Traditionally, hiring a full-time sales leader can exceed $150K annually, a prohibitive expense for many SMBs.
Instead, our model provides a dedicated team that not only installs structured processes, drives performance and manages sales activities weekly, all at a fraction of the cost. Our Sales Independence Growth System (SIGS) facilitates this, encompassing a two-phase approach: the Build phase, where we establish a tailored strategy, define critical sales processes, develop necessary playbooks and KPIs, and integrate the right CRM systems.
In the Run phase, our team leads strategic meetings, coaches reps, drives accountability, and reports results. This enables business owners to step back from the daily grind of sales management, focusing instead on broader business growth.
Moreover, our First 90-Day Confidence Guarantee ensures that businesses quickly achieve full visibility and robust structure, or we continue our service at no extra cost until it’s achieved, making this a smarter, scalable way for SMBs to grow without overextending the founder’s resources or cash flow.
Focus emphasizes optimizing sales processes using tools like CRM systems and tailored strategies. How do these innovations help businesses overcome challenges like inconsistent sales performance and drive sustainable growth?
We believe that sales inconsistency is typically not a talent issue but a systematic one. Many small businesses struggle not because their sales reps lack capability, but because they lack structured processes, consistent coaching, and effective CRM systems. Our Sales Independence Growth System (SIGS) addresses these challenges by first aligning sales strategies with ideal customer profiles and growth goals, and then building systems that reinforce these strategies.
Our approach includes optimizing CRMs like HubSpot or Salesforce to reflect real-world processes and provide actionable data instead of mere administrative noise. We also implement playbooks, scorecards, and dashboards that identify what’s working and what needs adjustment. Moreover, we establish a rhythm of accountability through regular coaching sessions, team meetings, and strategic reviews.
These steps eliminate the guesswork from sales management. Business owners can see the state of their sales in real-time, rather than wondering about it. By integrating intelligent systems with ongoing fractional leadership, we aim to help businesses achieve repeatable, scalable growth without the associated chaos.
In today’s unpredictable economic climate, building resilient sales teams is critical. What key strategies does Focus employ to ensure small sales teams remain adaptable, motivated, and productive during challenging times?
Resilience in sales is built through structured clarity and proactive leadership. At Focus, we enhance the adaptability and productivity of small sales teams by implementing robust systems and support through our Sales Independence Growth System (SIGS). We focus on three key strategies.
Firstly, we prioritize clarity over chaos by aligning sales roles, KPIs and processes. This ensures sales reps understand their objectives clearly, even as market conditions shift, keeping the team focused and reducing confusion.
Secondly, we emphasize coaching over control. Our fractional sales leaders conduct weekly meetings to help reps stay focused, develop skills, and adapt to challenges. This ongoing support maintains motivation and productivity by emphasizing growth and adaptability.
Thirdly, we choose visibility over gut feelings by implementing robust scorecards and forecasting tools. This allows business owners to spot issues early and make informed decisions based on data rather than intuition. This approach minimizes the need for constant oversight and promotes a proactive management style.
Additionally, our 90-day plans focus on achieving short-term wins to set the stage for long-term growth. In today’s unpredictable economic climate, the most successful businesses are not just aggressive but also well-organized, coached, and data-informed.
With over 20 years of experience, what pivotal moments or lessons have shaped your journey as an entrepreneur and the growth of Focus? How can SMB owners apply these insights to scale their own businesses effectively?
One of the most pivotal lessons from my 20+ years as an entrepreneur is that growth stems not from doing more, but from doing the right things with structure. Early in my career, I took on multiple roles – founder, salesperson, sales manager. This approach worked initially, but I soon realized that without systems, even the most talented individuals struggle and burnout. This understanding led to the creation of Focus and our signature approach.
Another defining moment came from recognizing many business owners were entangled in sales, not out of choice, but due to a lack of leadership. This gap is where Focus found its niche, helping to liberate owners from daily sales operations.
For SMB owners looking to scale, my advice is straightforward: First, install structured systems before expanding your team. This prevents scaling chaos and enhances efficiency. Second, detach yourself from day-to-day sales to focus on overarching business leadership. Lastly, ensure your business operations can function independently; a system that operates without your constant input is what truly creates freedom and value.
These principles are what we instill in business owners every day, helping them achieve sustainable growth and operational independence.
What advice would you offer to small business owners looking to scale their sales operations while navigating limited resources and uncertain markets?
Scaling sales with limited resources demands focus, not merely effort. My primary advice to small business owners is to establish a robust system before attempting to scale. In unpredictable markets with tight resources, merely adding more personnel or increasing pressure often proves ineffective. Instead, clarity, leadership and a repeatable structure are essential elements your team can depend on for consistent performance.
This realization led us to develop the Sales Independence Growth System (SIGS). The system starts by clarifying your sales strategy before you consider hiring more sales reps. It incorporates essential elements like targeted coaching, transparent CRM usage, and clearly defined KPIs, which together make performance tangible and measurable.
Moreover, it’s crucial to provide consistent leadership, even without a full-time in-house leader. And remember, consistency often trumps intensity. A team that systematically progresses, maintaining steady efforts even in challenging markets, will likely outperform larger, more sporadic teams.
Investing in a solid structure early sets a foundation that not only navigates through uncertainty but also paves the way for sustainable long-term growth.
