What's Our Story?
We love sales.
Starling Consulting began because our Founder, Lacy Starling, saw too many people frustrated with their sales function, but not sure how to fix it. From her own experience growing a successful sales organization, Lacy knew that if companies applied the same focus on systems and process to their sales teams that they did their operations, the results would follow. So she set out to help others do just that.
Our systematic approach to sales works whether you are a $50 million company with a dedicated team of salespeople, or a solopreneur launching your first business. We'll meet you where you are and get you where you want to be.
And because we're entrepreneurs first and consultants second, we understand that investing in consulting can be risky. Our business model is built to move at your pace, based on your satisfaction with our work, and does not include long-term contracts or retainers.
Our Core Values
We believe every company should have, and follow, a set of Core Values. These are the building blocks of your business—they should define who you are and inform every decision you make. Here are ours:
Founder and Chief Sales Strategist, Lacy Starling
My entire career has been in sales, in one form or another. I've sold everything from mascara to booth space at the county fair to freight services. I've also been an entrepreneur since I was 20, starting my first business when I was still an undergrad journalism major. (We built websites for bars, which was a pretty sweet gig in the early 2000s.) That background is what sets me apart from most consultants, and certainly most sales consultants.
Before you start to work with me, here's three things you should know:
I know how to build a sales organization. Legion, my biggest company to date, is a freight brokerage. That's means it is a sales organization, not a trucking company. All we do, all day long, is sell. And I built that company from $0 to $30 million, making the Inc. 500 (#136) and the Inc. 5000 (#513, #611) lists, which means I also grew it FAST. Over my 11 years there, we innovated the sales team into a well-oiled machine, and I can help you do the same.
I know how to teach others about sales. I taught sales at the University of Cincinnati for five years, teaching juniors and seniors in the highest-level sales course they offer. My job was to teach students with little-to-no sales experience how to sit across the table from decision makers and close deals. If I can do that for 20-year-olds, I can do it for you and your team. My experience as a college professor makes me really, really good at breaking concepts down into manageable pieces and teaching them to others.
I know what it is like to own a business. Remember, I've been doing this for decades. I know exactly what it means to sign your name on the dotted line and trust some outsider to improve your business. It's scary. It's risky. And every dollar you spend on them is one less dollar you can pay your employees or yourself. That's why my model is not based on retainers or long-term contracts. We work one day at a time, and the minute you don't think I'm providing value, we stop, and you don't owe me another penny. The only commitment I ask for is your hard work.
Those three things make up the foundation of who I am, and what I bring to the table when you bring us in to work on your business. I think they're pretty much all you need to know about me, if you want to understand why I do what I do.