Best Company Podcast: Leveraging Technology to Improve Sales Coaching

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Best Company’s VP of Marketing, Justin Ashby, recently interviewed Joe Jordan, Co-CEO and Founder of Siro, an up-and-coming software company and Best Company partner. 

While Siro’s software is currently in beta, the company already has a hefty weight list of businesses ready to utilize its app. 

Because Best Company and Siro’s business audiences overlap, the two companies are looking forward to partnering and utilizing each other’s technology in order to help their customers thrive. 

Interview Highlights 

Joe discovered an issue in the sales training process when he was a top-performing salesperson at Cutco. While Joe excelled in his role, he noticed that many other sales hires were not reaching their full potential. 

“People were making mistakes that were never caught and never corrected. And so, people who could’ve done amazing, some people who needed that job, it was the most important thing they could’ve executed well to grow personally, ended up quitting or falling far short of their potential.” 

Joe decided to create his own solution to the sales coaching issue he saw during his time at Cutco. This solution ended up becoming Siro’s main offering. 

“The whole reason we built Siro was to speed up the coaching process so we could actually catch and correct those mistakes that were killing our sales reps.”

“Fundamentally, the problem with coaching is you can only be in one place at one time, so that limits you pretty hard if you have a field sales team. And most of the time that a sales rep spends isn’t that interesting. So if you’re going to go follow them around for two hours, even if you could be with your entire team at one time, there’s a lot of wasted hours there.”  

Joe mentioned that Siro is designed to make coaching more efficient. The software initially records in-person conversations between reps and consumers. Then, it analyzes and condenses those conversations to help trainers know how to effectively coach their reps and what problem areas to focus on. 

“...what Siro is designed to do is, first of all, capture all this audio from the conversations and then analyze it to surface the most interesting moments…if you have a rep going out there and knocking doors, for example, for five to six hours, we can surface the three most interesting conversations from that day… and then, we’ll surface the most interesting moments from those conversations, and so, we can shrink down a 10- or 15-minute conversation into two or three minutes of coachable moments.” 

When Justin asked Joe about the response Siro’s software has had so far, Joe explained that the testimonials have been more positive than expected and that companies are looking forward to making their coaching processes more streamlined. 

“The value propositions that people are most excited about are time savings. Especially from a manager perspective and especially in places where managers are also responsible for selling and producing personally.” 

He explained his vision for Siro is to empower individual sales reps. 

“We want to make sure that conversation intelligence, as it blows up, is not just used as a big brother tool or something to give some really broad insights to a VP of sales. We want to make sure it’s used to accelerate individual salespeople’s journeys from novice hood to master in sales.” 

About Joe

Joe Jordan received two Bachelor's degrees from the University of Pennsylvania. He started his career as a sales rep at Vector Marketing during his first summer in college, where he was #2 in the office in his first year. The next year, he was promoted to sales manager and his team finished in the top 2 percent of teams in the company during his first campaign.

During his third summer in college, he worked in software engineering on the Amazon Alexa team. Joe founded a company called Queue from his dorm in college to help sales reps at Vector Marketing phone faster. He scaled to 80 percent of the company and achieved $28,000 monthly recurring revenue within six months of launch. Right after graduation, Joe co-founded Siro with Jake Cronin. 

Joe and Jake noticed that many people never realized the full potential of the sales career opportunity because the mistakes that stopped them were never caught and never corrected. They established Siro as a solution to this problem. 

About Siro

Siro is a new software that uses live recordings of sales conversations to help sales organizations better train their people. Siro is designed to onboard new reps faster and help seasoned reps continuously improve. The company is in beta testing but already has a lengthy waitlist of companies that are excited to utilize its technology.