September 2018 - The Sales Evangelist
  • You are here:
  • Home »
  • Archive: September, 2018

Archive Monthly Archives: September 2018

Rebecca Brizi, Donald Kelly, Inbound Leads, LinkedIn

TSE 931: How To Use LinkedIn for Inbound and Developing Process

LinkedIn is a powerful tool for sales professionals, but you must have a strategy in order to use it well. If you have a plan, you can use LinkedIn for inbound and developing process.

On today’s episode of The Sales Evangelist, Rebecca Brizi, strategic consultant to small businesses and solopreneurs, talks about using social media to grow your business and how to use LinkedIn for inbound and developing process.

A place for business

When you enter LinkedIn, everyone knows why you’re there. There’s no ambiguity; it’s very specific.

People join LinkedIn because they want to connect with and network with people who are relevant to their businesses.

Rebecca’s husband is a great example of how LinkedIn can supplement your marketing efforts, especially for small businesses that don’t have a huge team of people.

Her husband doesn’t want to have to set up and run and manage a website, so he uses LinkedIn the way most people would use their business site. In fact, she said, he’s not asking people to visit an external site; he’s inviting them to find out about him in a place they’re already visiting.

LinkedIn can do everything for your business that websites can do. It can serve as an online brochure, an online messaging platform, and an online content platform.

Network with people

The best way to network with people is to help them know, like, and trust you.  Once you’ve done that, you’re on your way to a solid relationship that can create great opportunities.

Treat LinkedIn the same way treat your face-to-face marketing. Start with a focus on what you can do for other people. Begin by discovering what you can do to help people.

  • Who do they want to meet?
  • What do they want to learn?
  • What sort of information could be of interest to them?

Work to connect with people and stay transparent about who you are and why you want to connect with people.

You’ll be effective as long as you’re working to make your interactions positive for other people.

Great prospects

Once you’ve identified someone as a great prospect, consider trying to learn from him first. Determine whether you can make introductions that could be useful to him.

You have to know what your prospect wants in order to sell to him something. You have to understand what the prospect wants from life and how your product or service fits into that.

Effective sales is always about the buyer rather than the seller.

The Chet Holmes Buyer Pyramid says that at any given moment, only about three percent of your audience is actively looking to buy what you’re selling. Seven percent are open to whatever it is you’re selling.

The other 90 percent are split into thirds:

  • 30 percent haven’t even thought about it
  • 30 percent have thought about it but don’t think they need it
  • 30 percent are never going to buy from you.

You begin with 70 percent maximum reach every time. So do you want to capture the 3 percent or the 70 percent?

Well-crafted pitch

There’s a certain amount of subjectivity in each relationship that helps you determine the right moment to make your pitch.

A well-crafted pitch is a little like a marriage proposal. You’ve built up to that point and you expect the answer to be yes.

Success is much more about the buildup than about the final pitch. Once you’re facing that moment, you know when the time is right. You have the right solution at a fair price, so the moment develops clearly.

Using LinkedIn

LinkedIn is somewhat self-promotional, and businesses should use it to publish articles, post PDFs, list services, and share recommendations. Additionally, you’ll interact with other people and their articles, you’ll comment, and you’ll ask questions.

Rebecca’s husband focused less on selling and focused more on helping his prospects buy. He crafted his website so that people could see themselves in the content on his profile.

Remember that people who are on LinkedIn are there because they want to network. They want to grow their businesses and learn for their businesses.

Start by getting on LinkedIn and emulate what you see other people doing.

Make sure your profile looks good and start small.

Determine which interactions give you the most value and replicate those tasks. Work LinkedIn into your natural flow and don’t let it interfere with other things you need to do for your work.

“Use LinkedIn for Inbound” episode resources

Connect with Rebecca on LinkedIn or at her website rgbrizi.com. All her contact information is there, so you can message her, email her, and ask questions or share experiences.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. Your prospecting will never ever be the same.

This episode is also brought to you byMaximizer CRM. If you aren’t sure you have the right CRM, Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Story Selling, Prospect.io, Maximizer, Story

TSE 930: TSE Hustler’s League-“Storytelling Questions”

Story Selling, Prospect.io, Maximizer, Story

 

 

 

 

 

It’s tempting to think that when a lead contacts us first, the transaction should be pretty simple. We’ll ask about the company; about the challenges the company is facing; we’ll try to determine how we can help. But what happens when the conversation goes nowhere? You must make sure you’re asking storytelling questions.

On today’s episode of The Sales Evangelist Hustler’s League, we’ll address the questions you’re asking of your leads and discuss how storytelling questions will help him tell his story.

Maximize leads

Even when people land on your website looking for information, they may be a little shy about opening up. They may not immediately volunteer to share the problems they are facing.

So what do you do? How do you qualify the lead to determine whether you can help?

You have to begin by learning about the lead, and the best way to learn about your leads is through their stories.

Storytelling

I recently had Paul Smith on the podcast, author of Sell With A Story, and he talked about capturing attention, building trust, and closing a sale. He talked about the importance of stories.

We know that stories date back eons, and we’ve done countless episodes in the past about how you can improve your storytelling skills. What we haven’t addressed often is the fact that stories can help your buyer reveal important information to you.

When you need to understand his business and his challenges, you can do that by having him tell you a story.

In his book, Paul outlined 5 ways to get your buyers to open up:

1. Listen

Don’t be afraid of silence. Fight the urge to break the ice. Give your buyer time to process the decision.

Once you have rapport and relationship with a prospect, it’s ok to give him time to consider all sides of an issue.

Silence can be very powerful for both seller and buyer.

2. Ask

Ask the question that requires story. Use open-ended questions.

“When did you know you had a real problem on your hands?”

Unlike the question, “What is your biggest challenge,” this question prompts prospects to tell a story. When they do, they’ll include other characters, other situations, and specific instances that led to this moment.

Stories reveal a lot of information. They require people to recall a time something went wrong and identify all the problems that occurred.

That will help you identify true issues that will help you frame a demonstration or present a solution in a way that will help your prospect.

3. Research

Find out the prospect’s current role. Research on LinkedIn to discover what his position is and use that to build rapport.

Again, ask a question that prompts a story.

“How did you end up in your current role?”

You can bring up something you saw on the prospect’s LinkedIn and initiate a conversation. Ask the prospect to tell you about something you saw on the page, and it will lead to specific conversation and stories.

4. Meet

Consider having the prospect meet you somewhere outside of work. Go to lunch or dinner, or meet at a trade show event.

Get the prospect away from the office mindset and ask him to tell you a story.

In this setting, he won’t be thinking about his role in the company. He’s outside, and that allows him to share more freely.

Don’t use it as a fishing expedition. Do this with customers who have already expressed interest in the product or service you’re selling.

5. Share

Share your own story first.

Tell about a challenging situation you overcame. It may prompt him to share a similar experience he had.

Seed the story. If you sell office furniture, share your own story about office furniture to encourage him to share a challenge he has struggled with.

“Storytelling Questions” episode resources

Check out Paul Smith’s book Sell With A Story for more information about using stories to sell well.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. Your prospecting will never ever be the same.

This episode is also brought to you byMaximizer CRM. If you aren’t sure you have the right CRM, Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Maximizer, CRM, The Sales Evangelist

TSE Blog 024: 7 Things To Consider When Choosing Your Company’s CRM

Maximizer, CRM, The Sales EvangelistFirst things first: your company needs a CRM. But before you leap into something new, keep in mind these 7 considerations when choosing your company’s CRM.

Your company’s CRM extends through the entire organization. Without it, you won’t be able to communicate effectively, and the disconnect will affect your customers’ experience.

The CRM you choose will allow you to centrally maintain important data that every department in your company requires access to: marketing, sales, HR, and accounts payable. Without it, the challenges are enormous.

Unfortunately, many small businesses discount the importance of CRM and use Excel spreadsheets to track their activities. Some keep notes in a variety of different silos that make it difficult to track all the efforts that have been made.

If you don’t already have an actual CRM, you need one.

When you’re in the market for a CRM, don’t make the mistake of choosing the cheapest or simplest option. Even if it’s your first time choosing a CRM, use this list to help you choose the best one for your company.

1.  Your CRM should be customizable.

The sales process looks different in every industry. Your buyers will buy differently and follow a different buyer’s experience than buyers in other segments of the market.

You must be able to customize your CRM to match your buyers’ needs.

Customization allows your team to organize their sales processes, and their KPIs, based upon the way your buyers buy. It also speeds up your close rate significantly because your salespeople can carry out activities in the order that makes buyers most comfortable.

Additionally, if you can add fields that are relevant to your industry, it often gives your team ownership in the process and increases the chances of successfully adopting the CRM. It isn’t always the best idea to buy a CRM that is specifically designed for our industry because the program might limit your capabilities.

When you can find a CRM that is agnostic and provides flexibility to the users, it helps the team perform better and sell more.

 

2.  Choose a CRM that is easy to use.

It seems self-explanatory that if your CRM is hard to use, your team will avoid it. If the process slows them down unnecessarily, it may be difficult to convince them to fully embrace it.

  • Does your CRM have drag-and-drop capabilities?
  • Is it easy for your team to add notes or information?
  • Is there a mobile application so you can access information virtually?
  • Can leaders create reports easily?

Your team must be able to record important information gathered during appointments, so they must have an easy-to-use CRM that allows them to record information quickly, from anywhere.

When you have to make important decisions about your prospects and your sales funnel, your CRM must make it easy for you to gather what you need.

3.  Your CRM must allow integration.

Fortunately, many CRMs offer integration capabilities now that allow you to combine the power of all your sales tools. These may be native integrations, or they may be powered by Zapier.

If a CRM doesn’t allow integration, it won’t work effectively for your team. Your CRM should allow your team to send mail through Gmail or Outlook and those communications should be automatically added to the deal or contact.

Integration is a huge time saver for your team given that most of our communication with prospects happens via email.

Additionally, you should be able to integrate into your marketing platform. This capability will help your marketing team make important decisions about buyer behaviors.

  • Who is the ideal customer?
  • How do they interact on our website?
  • Can we use lead scoring to our benefit?
  • How can we convert marketing qualified leads into sales qualified leads?

This capability will help develop effective marketing campaigns as well as making sure the sales team gets the right leads.

Finally, your CRM should integrate with sales automation platforms like prospect.io and LeadIQ. It should integrate with your financial software and with other crucial software you use to run your business. It should allow you to add custom APIs.

4.  Find a CRM that offers training.

Although it’s important to find a CRM that is easy to use, it’s also important to find one that offers some level of training, such as online videos, webinars, FAQs, or customer service reps who will help your team get started.

If your CRM sits on the shelf unused, it isn’t helping your company.

Can the company work with your sales team to get you started using the CRM as quickly as possible? The time that your company invests into learning the CRM represents time taken away from the business.

Consider a CRM that doesn’t require you to reinvent the wheel but that can give you the shortcuts and guidance you need to use it effectively.

5.  Consider how your management will be involved with the CRM.

If management doesn’t use your CRM, the sales team will be less likely to use it. Your management must be involved with the CRM.

Leaders must take an active role in using and referring to the CRM. This will give them a pulse on the sales process and will help them understand the health of the clients and the performance of the sellers.  

This information will be crucial as leaders seek to coach sellers to perform to the best of their abilities.

6.  Your CRM should be user-friendly for all departments.

Your sales success depends on the team’s ability to use your CRM well. If Client Success needs to post the close of a new deal, how easy is the transition from prospect to customer?

What milestones exist to ensure that onboarding is successful?

Is there a workflow process that will track payments?

Can marketing monitor the success of the client to later use for testimonials?

Organizations realize the need to break down silos and improve communication through the entire organization, and the CRM can play a major role in that capability.

7.  Your CRM must be able to grow and scale.

As your team grows, you must have a CRM that allows you to purchase additional licenses as you need them without having to purchase more than you require.

A CRM that requires you to purchase more than you need is wasteful.

Additionally, you must have the ability to retract licenses as well. When people leave your team, you must be able to deactivate their licenses, ideally without having to involve customer service.

Consider your industry.

These aren’t the only important considerations when choosing a CRM, and the requirements will largely shift based upon your company’s industry and needs.

These are simply guidelines that most companies should consider as some of the most common needs companies have in their CRM.

To be sure you’re getting the right one, gather your end-users and department heads to seek their input about capabilities and features. Have a discussion about workflow and the buying process.

Is there a single CRM that can help you maximize your success?

I’ve used many CRMs over the years, and I love Maximizer, Pipeline Deals, and Hubspot CRM.

Remember as you make your decision that your organization must be able to communicate well, and they must be willing to use it.

Your CRM is about growth.

Video Jungle, Arty Goldstein, Donald Kelly, Animus Studios

TSE 929: Sales From The Street: “How We Increase Sales By Helping Clients Tell THEIR Story”

Sales From The Street, The Sales Evangelist, Arty GoldWhen you tell stories, you capture the attention of the buyer and you build relationships. You also stand out from the competition, who isn’t using stories to grab the buyer’s attention. The key to marketing is helping clients tell their story.

On today’s episode of Sales From The Street, Arty Gold from Animus studios talks about the importance of story and tells how Animus Studios increase sales by helping clients tell their story.

Animus Studios is part of the Sales Podcast Network, and their podcast, Video Jungle, helps organizations learn to use video to impact their buyers. Arty calls himself a facilitator of ideas, and Animus studios is encouraging people to “find their fascinating.”

Consider the story

Arty doesn’t believe that the challenge today is a lack of video; he believes it’s a lack of compelling video. More than just point and press record, he believes the focus should be on really telling a story.

Consider what the story is and get to the heart of the matter.

Branded video associates your company, and your mission, to a story that makes people want to work with you and your company.

The big companies in the world had the advantage of launching at a different time when they were in control of their own destinies. They used to be able to just put a product in front of someone and people would buy it because it was the best.

Now there’s so much competition that companies have to understand who their audiences are.

Commercials don’t even necessarily have to show the product anymore. They can tell a great story with a logo at the end.

Representing yourself

Everyone is a salesperson. You sell yourself and you sell your company as part of the culture. You’re always representing something.

That’s salesmanship, but it can get lost in the translation a little bit because people always say they aren’t good at sales. If you have a job, you must have sold yourself well in order to get it. That doesn’t mean you did all the sales steps, but it means that you know how to sell yourself.

It’s not enough to be only a salesperson, because it’s not enough to simply sell a widget. People are drawn to the human factor and they want to work with people.

What you really want to do is build relationships because if you strip away all the product, you should always be able to go back to your network and connect with those people. If you change careers, for example, will those people go with you?

Helping others

Animus Studios isn’t selling a tangible item. They sell ideas.

It’s a challenge to show value when clients can’t see or touch what you’re selling, so the ideas and creative passion are what differentiate you from your competitors.

“Find your fascinating,” means that Animus gets to know the client first. They help clients find the story that they sometimes miss because they are so enveloped in their own marketing.

Making mistakes

People fear being the one who makes a mistake. They fear being demoted or losing a job.

Companies have been doing things the same way for years, so why change? They are often afraid of change, and they don’t understand that they can diversify and be flexible and try a variety of things.

It’s not about being afraid to try something new; it’s about being able to be flexible and test a new idea. If it doesn’t work, you can adjust quickly.

You have to report on yourself better than everyone else. We all report things the way we see them, but companies who learn to provide content to their customers are able to control their own stories.

Small changes

Companies can make small, even singular changes, that differentiate themselves from the competition. Sometimes they are simply afraid to do it.

That’s why “Find Your Fascinating” works: because it’s helping companies figure out what makes them different.

The industry will always be pushed by the written word because communication will always be important. But the way the world is going now, we have to be able to reach people quickly.

We can put a video together today and by tomorrow it can be seen all over the world. The younger sales generation has always had these tools and they can help them do their sales jobs better.

Don’t be afraid to be creative. It’s a differentiator.

Video has equalized people. If you’re the biggest jewelry company in the world, you’re facing the same challenges that the smallest companies are facing.

“Helping Clients Tell THEIR Story” episode resources

You can find Arty at the Video Jungle Podcast, where you can listen to episodes and see some of their links. Animus combines film and video and what it means to the marketing and salespeople in the world. Find Video Jungle on iTunes and Stitcher.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video, which is a great way to offer relevant content on LinkedIn.

Email me for more information about our newly launched Sales Podcast Network, designed to provide specialized sales content for sellers of all levels and all industries. You can also email us about our new business development services.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. Your prospecting will never ever be the same.

This episode is also brought to you byMaximizer CRM. If you aren’t sure you have the right CRM, Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Ryan O'Hara, LeadIQ, Sales Prospecting, Outbound

TSE 928: The New Era of Effective Prospecting

The process of prospecting constantly changes. It has evolved over the last 5, 10, 15 years, and it continues to evolve today. Buyers are more educated than they used to be, so we’re entering a new era of effective prospecting.

On today’s episode of The Sales Evangelist, we talk to Ryan O’Hara, VP of marketing and growth at Lead IQ, about the new era of effective prospecting.

Are you practicing the old methods of prospecting? Are you willing to try new ones?

Prospecting changes

When Ryan first started prospecting in 2008, he recalled starting with a person’s first name, last name, title, company, email, and phone number. LinkedIn was new but not many people were using it.

Now, more people have online presences, which literally gives you an open book on how to win their hearts. It’s so easy now to figure out what the prospect is interested in.

The problem is that, since more and more people are doing it, it’s becoming less effective. For the last 10 years, these prospects have been hammered with the same cold emails and cold calls.

You have to do way more today to win your prospects over.

New movement

A lot of salespeople are working to be more human in their selling and their prospecting.

We have a chance right now to refresh and do everything right. Part of that includes learning how to be more human at scale.

The struggle is figuring out how to hit your quotas and be human at the same time.

If you’re a new company, the best approach is to do a lot of activity to figure out the best way to up your product. When you’re learning to sell a product, it’s not a bad idea to do quantity so you learn to beat objections.

Personalization

If you’re working at a bigger company, the more customization and personalization you have to do. Most people think it’s the opposite.

It’s really true now that you aren’t calling or emailing or doing social to convince someone to look at your product because it’s awesome. You’re hand-picking prospects and inviting them to engage with you because you specifically picked them.

When Lead IQ reaches out to someone, they use social every week. They use video on LinkedIn, and they reach out to anyone who engages with it, even if that person is already a customer.

We might ask them to introduce us to another person. They think it’s cool because we’re engaging with them.

It’s also important to be entertaining and appeal to the person rather than the company since people are less loyal to their companies now.

  • Have interesting stats.
  • Share interesting commentary.
  • Start a discussion about an article they shared.
  • Stay away from religion and politics.

Lead cycle

If you reach out to a prospect who isn’t in the market for your goods and services right now, engage them to create some sort of content for you.

They could write a blog post or do an interview with you, and you can help them get their name out there. At the same time, some of their customers are likely people who would want to see your products.

You’ll establish a lasting rapport that might benefit you someday.

Also if you engage with someone who isn’t a good customer, you can ask them to make a referral for you. You’ll be creating a cycle that will constantly generate warm leads for you.

Lead IQ

Ryan’s team likes to do the tedious work required before you reach out to a prospect.

  • If you’re trying to determine whether anyone from your team is already working on this account
  • If you hate creating leads or contacts in Salesforce
  • If you want to be able to find your prospects on the web, research them, and get all of their contact info

They’re trying to mash all the steps together so that when you have to reach out to a customer, you can hit one button and get all the different sales tools.

Sales reps spend 6.8 hours a week doing data entry, but people that use Lead IQ spend less than an hour. It can save your sales reps a lot of time which will allow them to get more deals.

Consider the industry. Be thoughtful with everything you do.  All it takes is one bad rep to make people decide to stop taking sales calls.

Make your prospects feel good. Make them feel like they are being scouted.

“Effective Prospecting” episode resources

You can connect with Ryan on LinkedIn by sending him a personalized message. He gets about 50 messages a day, so he only responds to the personalized messages.

You can also find him at LeadIQ, along with information about prospecting and some of the experiments they’ve done.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. Your prospecting will never ever be the same.

This episode is also brought to you byMaximizer CRM. If you aren’t sure you have the right CRM, Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Inbound Leads, Donald Kelly, The Sales Evangelist, Prospect.io

TSE 927: Don’t Be Too Desperate

Inbound Leads, Donald Kelly, The Sales Evangelist, Prospect.ioSales can be a little bit like dating in high school. When relationships go south, it’s tempting to try to hang on. The other person won’t answer your phone calls. It’s like you never existed. The same thing sometimes happens with inbound leads, and in both cases, remember this: don’t be too desperate.

On today’s episode of The Sales Evangelist, we’ll discuss how you can address the loss of inbound leads, and why you must operate by one rule: don’t be too desperate.

We discussed last week the importance of treating every lead as though it’s the best one we have. Avoid skipping steps, and treat that lead as though it’s as important as all the others.

We summed it up this way: When you change the way you look at things, the things you look at change.

Follow-up gone wrong

When a lead suddenly goes cold, it’s tempting to second-guess what went wrong, and you can use that curiosity to drive your follow-up efforts. Make sure you have multiple follow-ups in your process.

There’s a fine line, though. Be sure you recognize the distinction between follow-up and stalker-type behavior.

If you’re allowing your concern for the prospect to drive your efforts, you’ll avoid crossing that line. If you’re focused on delivering value, you’ll be better able to focus on things that are relevant to your prospect.

  • What did he download from your site?
  • Can you determine from his own website what challenge he might be trying to overcome?
  • Look at his LinkedIn profile and engage with him there.
  • Determine what kind of content he’s sharing with his audience to see where his focus is right now.
  • What content can you provide based upon the information you gathered?
  • What question can you ask about that content that will encourage him to respond?

I’m sharing value without appearing desperate. I’m providing information based upon what he needs.

Time to let go

Once you’ve done your due diligence and your follow up and you’ve completed your flow process, it might be time to let go.

If you let it go, and if it’s meant to be, it will come back. When you nurture the prospect well, there’s a good chance he’ll come back when he’s ready to buy.

If we have given the resources and provided the information and he still isn’t interested, then we have to focus our attention on the prospects who are ready to buy.

Nurturing well

All of our followup efforts should include a drip campaign that connects with prospects who haven’t yet committed to our product or services.

If we have a specific procedure to follow, we’ll remind the prospect that we exist while he determines what decision is best for him.

When he decides to make a purchase, he’ll remember how well you treated him because you built a relationship. You didn’t simply chase him; you addressed his needs.

Sales is a longterm game, and buyers don’t generally want to deal with desperate sellers.

Don’t simply follow up. Follow up effectively.

“Don’t Be Too Desperate” episode resources

I am a strong believer that prospect.io is a powerful sales automation platform for the outbound side.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. Your prospecting will never ever be the same.

This episode is also brought to you byMaximizer CRM. If you aren’t sure you have the right CRM, Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Jeet Banerjee, Lead Generation, Digital Marketing

TSE 926: Lead Generation Through Digital Marketing

Traditional marketing options will always exist for business owners and people in sales. Digital marketing, however, can be a more cost-effective way to grab people’s attention and guide them down a path to purchasing.

On today’s episode of The Sales Evangelist, Jeet Banerjee discusses how lead generation through digital marketing can help you bring customers into your funnel.

Jeet is a serial entrepreneur who wrote the book Limitless Thinking: How One Young Entrepreneur Found Success With No Degree, Experience or Money, and he’s a digital marketing expert and a TEDx speaker. Share the tips you hear today with your team to make your process easier.

Digital marketing mistakes

Digital marketing is the concept of using technology as a medium to promote a business, concept, idea, or service; basically, anything that needs promotion.

A lot of people make the mistake of assuming that everyone is their ideal customer. That really means you don’t know who your customer really is.

Jeet launched a company years ago to help students get into college, and he knew so much about his ideal customer that he could tell you what he’d be doing on a Friday night.

Jeet believes you have to get that specific. He also believes that the more specific you are, the more successful you’ll be.

You aren’t leaving other customers on the table when you do that. You’re simply making your process easier by focusing on the people who are more likely to buy from you.

Once you’ve done that, you slowly scale out. Then you can try to convince the random guy on the street to become a customer.

Know where to start

Once you know your customer, you know where to start. You go where your customer is.

If your ideal customer is a private practice doctor, what digital marketing medium is this doctor who owns his own practice using? Is he on Facebook? On doctor forums? Reddit? What is he doing with his time?

Figure that out, and go there first.

There are a few different ways to figure out where they are spending their time.

  1. Offer your product free to a select group of ideal customers in exchange for a conversation about them. Ask where they spend time, what they do, and what their hobbies are.
  2. Go to forums like Reddit, discussion boards, or other forums and post a question. Use the same questions above.
  3. Use Google to search for surveys and articles that address your customer group.

Collect the data to get insight into where you should dig deeper.

Launch your digital marketing strategy

Once you have data, use the feedback your customers gave you.

Keep in mind what they said about marketing and colors and approaches, and then create a campaign. It might be a video, photo, blog post, or whatever you think will work.

Don’t rely on one thing. Try several variations to see what gets the best reception and what’s profitable.

There’s no silver bullet to digital marketing.

It’s true that content is still king, but it has become tougher to really succeed because you have to compete with sponsored ads. Consumers will see those before they see your content.

Also now everyone knows that content is king, so it’s more competitive. You have to elevate your game even further.

Create great content that people will organically share themselves. Once you do that, you’ll have your own audience and your own consumers sharing it for you.

Focus on content that’s shareable, not necessarily content that’s buyable.

Find the right people

You have to put the right product in the hands of the right people.

You can’t put a football in a tennis player’s hand, but if you put a football in Tom Brady’s hands, you know what he’s going to do with it.

You don’t have to create multi-million dollar content. You’ll get massive results if you create content that hits home and put it in the hands of the right people.

Make sure you’re authentic as well. Don’t copy your competitors simply because they are having success with their own campaigns. Establish your own voice.

Your voice will get lost, and you’ll inadvertently point to the other company because your voice sounds so much like theirs.

There will always be people who hate your “voice” and others who love it. Be authentic and be you. Don’t try to be someone you’re not.

“Digital Marketing” episode resources

You can connect with Jeet at his website, jeetbanerjee.com. Grab a copy of his book Limitless Thinking: How One Young Entrepreneur Found Success With No Degree, Experience or Money

Click here to see his TEDx talk If Not Now, When? and connect with Jeet on LinkedIn.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. Your prospecting will never ever be the same.

If you aren’t sure you have the right CRM, Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Video, Prospecting, Email

TSE 925: TSE Hustler’s League-“Video Revolution”

Video, Prospecting, EmailYou’re more than likely listening to this episode because you want to improve as a seller or a marketer. You’re seeking education so you can get an edge on your competition. There’s a tool that many of us are failing to embrace, and it could begin a video revolution.

On today’s episode of The Hustler’s League, we’ll talk about how digital cameras can change our companies, and how large organizations are using them well to engage in the video revolution.

The truth is that videos don’t have to be expensive anymore, due to the number of free tools out there and the availability of digital cameras.

TSE Hustler’s League is an online group training session to help sellers like you and me to learn how we can improve our prospecting.

Facebook

I ran a couple of Facebook ads recently and I had really limited results. Want to know why?

I didn’t run the campaign properly, and I used a static image. I didn’t use video.

If you scroll through Facebook or Instagram, you’ll notice there are lots more videos than there are pictures there. The reason for that is that we don’t want to invest the work to read something. We’d rather listen because we can consume the content while we do other things.

It’s also true that many of us are more visual, so if we can see it and hear it, we grasp it better.

In our sales and marketing efforts, we have to look for opportunities to use video. Many of the platforms we use daily prefer video content because it’s working better.

Hubspot

Hubspot, the marketing platform, has started creating customer success platforms and tools. They’re embracing video because it’s more effective.

We know people prefer video because it helps them understand things better and it allows them to consume content while they are doing other things. Knowing that is true, imagine using video in your sales outreach.

You could send emails to your prospects with videos inside, and companies like BombBomb and Wistia that can help you master video.

When you use video, it makes your communication unique, and you’re able to effectively share more information than you can in an email.

Embrace the video revolution

These two large companies are already embracing video, and it’s only a matter of time before others do as well.

If you begin to integrate that into the daily operation of your business, you’ll gain the advantage over your competition.

Hubspot is embracing video for both its marketing and its video. They are sending information and creating marketing content that is video-based, and it’s helping their customers.

You could use video as an opt-in for your website: a video that explains why you’re asking for the opt-in and what your customers will get if they do it.

Use it to teach your customers. If they get new software, they don’t want to read an entire book to understand how to use it.

You can literally infuse video throughout your entire organization. Take advantage of its benefits when you’re doing outreach, when you’re marketing, and when you’re teaching your clients.

I use video to train my team members about the backside of the podcast: how to upload audio or how to create artwork.

Humanize your communication

Emails and other forms of electronic communication are less personal. They don’t allow our prospects to experience who we are as people.

Videos allow your prospects to hear you, to see your mannerisms, to hear your tonality, and to see your gestures. It helps them build a connection to someone they don’t necessarily know yet.

Video is the future of sales. If Company A sends me a long outreach email, and Company B sends me a quick video, I’ll be more inclined to click on the video to hear what he has to say.

I encourage you to go back to your team today to brainstorm:

  • How can you use video in your sales and marketing efforts?
  • Can you use video to help with client success?
  • How can we use video to train people?

Share with me what you decide to do with video capabilities.

“Video revolution” episode resources

We’re doing a little bit of remodeling with TSE Hustler’s League this upcoming semester, changing up the curriculum. We would love to have you check it out and apply and see if it may be something that can benefit you.

You can also join our Facebook group, The Sales Evangelizers to connect with sales professionals from all walks of life.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video, which is a great way to offer relevant content on LinkedIn.

Email me for more information about our newly launched Sales Podcast Network, designed to provide specialized sales content for sellers of all levels and all industries. You can also email us about our new business development services.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

If you aren’t sure you have the right CRM, Maximizer CRMis a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Dave Lorenzo, Networking, Sales Reps, Donald Kelly

TSE 924: Sales From The Street: “The 60 Second Sale”

 

 

The Sales Evangelist, Sales From The Street, Dave LorenzoWhat if you could make more money and get home on time for dinner every night? Sounds impossible, right? The 60-Second Sale might be the answer for sales professionals who want to achieve success without sacrificing their lifestyles.

Today on Sales From the Street, we’ll talk to Dave Lorenzo, author of The 60-Second Sale, about how to develop deeper relationships with prospects and align your business goals with your lifestyle.

Dave calls the book the ultimate system for building lifelong client relationships in the blink of an eye.

Business relationships

Dave compares his concept to love at first sight: a lightning-bolt moment of magic when two people are deeply connected. Likewise, his book is about making those moments and creating the conditions that allow you to close a huge deal in 60 seconds.

The secret is having the right relationship with the right person.

Regardless of your industry, and whether you’re B2B or B2C, the process works for everyone.

A lot of salespeople are struggling to figure out how they’re going to make enough money to take care of their families.

Dave’s answer to that is that every salesperson already knows enough people to make the money they need for the month. They know enough people to make their sales quota.

Connect with people

It may be true that those people have forgotten what it is you do, or they’ve forgotten about the value you can add, so you have to refresh their memory.

Start by making a long list of everyone you know and reaching out to them. Your goal is to make sure they know what you do and how you can help them.

Once you’ve done that, those people will be out looking for people they can introduce you to.

In the past, when I’ve given this advice to struggling salespeople, they usually get themselves back on track within a few days if they follow my advice. They usually have some solid leads and some even close some deals, and though those deals aren’t huge, they are usually enough to spark some confidence.

Once you get the first one, it gives you some momentum, and relationship sales is all about having the confidence to help people.

Sales mindset

Your mindset is the key to success in sales.

If you sell security systems door-to-door but one person tells you they aren’t interested because they already have a system, you shouldn’t take that as rejection.

You hand the person a card and ask them to put it in the kitchen drawer so that later down the road when the current provider fails to meet his standards, he can call you back about changing companies.

About 90 percent of your sales career hinges on your mindset.

Lasting impression

If you’re a member of the Chamber of Commerce, a couple of days before the next meeting, call the membership person who signed you up for the chamber. Let her know that you want to make two really good connections at the event.

Given that she knows about your industry, ask her to name the most valuable people for you to target.

She’ll make a couple of suggestions, then you ask her for an introduction to those people. She’ll understand, after all, that the reason people renew their memberships to the chamber is because of the ROI.

Any chamber person worth their salt will be happy to make those introductions, and once you have a great introduction, you’ll be able to have a productive conversation.

Maximize the conversation

After the introduction, you explain that you’re thrilled she introduced you and you’ve read up on the person’s company. Then ask the other person how she gets the most out of her chamber membership.

They expect that you’re going to make a pitch. When you ask about the chamber, you’re highlighting a commonality, and you’re asking them for help that isn’t related to their business.

Then, ask her how she got into the industry that she’s in now. You’re opening a chapter in her mind where she gets to talk about herself, and she’ll start to relax a bit.

She’ll think either one of two things: either this guy is really into me, or this is the worst salesperson I’ve ever seen in my life. Either way, she will let down her guard since she isn’t anticipating a sale.

Then you ask how business is. You ask how the economy is treating her. Ask her whatever you want to know about her business.

Then you can say something about goals and targets. When you do, you’ll be speaking the language of entrepreneurs and business people rather than sounding salesy.

Then you offer to introduce her to someone who can help her achieve her goals, or you can follow up with her later.

Sales leaders

A lot of sales leaders shouldn’t be in leadership roles. They simply get thrust there because they are the best salesperson.

Dave’s philosophy is to determine your best salesperson and then get out of his way. Remove all the barriers and let him sell.

Your best managers should be capable of three things:

  1. Removing barriers to free their best people to soar.
  2. Onboarding people and training them effectively so they know how to develop deep relationships.
  3. Coaching and mentoring people to maintain their attitudes and confidence.

The worst thing you can do to your salespeople is forcing them to do something unnatural, and the best thing you can do is challenge them.

Rule of thumb

Each industry is different.

For every 100 relationships you develop, about 10 will result in business in the short term. about 15-20 will result in business within the next 60-90 days. Over the next six months, about 35-40 percent of those relationships will produce business.

Be very intentional about the people you meet in a business setting.

Of everyone you’ve met in college or in your town, two-thirds of those people are going to either refer business to you or do business with you.

Dave has a list of 20 names in his office that will be future clients. He works every day to find people in those companies that he can call or email and he reaches out to them.

Get three pieces of stationery.

Send one to a client thanking him for doing business with you. Include a business card so that if someone needs your services, he can share your card.

Send another to someone who referred business to you in the past thanking them for their help.

Send the third to someone you want to work with who has been highlighted in the news, either online or in the physical newspaper.

Do three cards every day, even on Saturday and Sunday.

The 60-Second Sale” episode resources

You can connect with Dave at his website, DaveLorenzo.com. You can find all kinds of free stuff there, including about 300 articles and 500 videos.

Grab a copy of The 60-Second Sale: The Ultimate System for Building Lifelong Client Relationships in the Blink of an Eye

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

If you aren’t sure you have the right CRM, Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Territory, Badger Mapping, Sales Territory

TSE BLOG 023: Are Your Sales Team’s Territories Optimized?

Territory, Badger Mapping, Sales TerritoryAs a sales manager, you’re tasked with increasing your outside sales team’s productivity. One way to do this is by designing a sales territory plan. You can ensure your sales force is being fully utilized by assigning specific customer groups to individual reps.

However, sales territory plans are not one size fit all. It is important to take manageability and balance into consideration when you establish your territories. A well-balanced plan will lead to an efficient usage of resources and time.

According to the researchers Andris A. Zoltners et al., sales can be increased by 2 – 7% through sales territory optimization – without using additional resources or changing the current sales strategy. So, even if your sales team already has a sales territory plan in place, it’s a subject worth revisiting. Every sales manager should rethink present territories to ensure that work is being divided evenly and sales reps are reaching their full potentials.

Territory metrics like geographic location, customer names, sales history, and competitive activities can be leveraged to increase potential earnings. Additionally, the distribution of territories across your sales team influences your reps’ abilities to meet their quotas. Thus, you can determine if your sales territories are optimized by examining your sales team’s results.

Read on to see if your sales team’s results are indicative of an optimized sales territory plan. Also, if your team’s results could use some improvement, learn how to optimize your territories.

Top 4 Results of Optimized Sales Territories

1. Better Customer Satisfaction

Every interaction your sales reps have with customers impacts customer satisfaction and the perception of your company’s product or service. Therefore, a good sales territory increases your sales reps’ interactions and familiarity with customers.

You can achieve this by focusing on your customers’ geographic locations in relation to your sales reps. A good sales territory should reduce travel time and costs, allowing your reps to spend less time on the road and more time interacting with their customers.

Your plan should also ensure that customers are being followed up with by the same sales rep. If reps are selling to customers they have experience and expertise in dealing with, they can better present a relevant value proposition to them and foster strong relationships.

Have a closer look at your reps strengths and abilities to make sure they are servicing the “right” set of accounts. For example, a sales rep who has a history of success with closing large and high complex accounts should be in future given more of those.

In the end, increased selling time as well as creating targeted sales rep and consumer relationships will result in improved customer satisfaction rates. The result will be that customers will feel encouraged to repurchase your product or service and refer their peers to your company. According to a case study by InfoQuest, you will get 14 times more earnings from a ‘totally satisfied customer’ than a ‘somewhat dissatisfied’ one.

2. Improved Market Coverage

A balanced sales territory improves market coverage and avoids the cannibalization of customer accounts between your reps. To create balance, you should focus on the quality of leads when planning your sales territories.

Of course, you never plan for a territory to be poorly balanced. A sign that one of your territories is unbalanced is if customers are being under – or over – serviced in that area. This can occur when salespeople don’t spend enough time on good leads, and only focus on conveniently located, easy to talk to, or familiar leads.

They might be spending the majority of their time on low-potential accounts that would be better spent on high-potential leads.

Meanwhile, other reps might spend too much time on low-potential accounts because they don’t have enough good opportunities in their territory to stay busy. Again, this is wasted time that could have been utilized to close more attainable sales.

By factoring in the quality of leads when designing sales territories, you can better balance the efforts of your sales force. Gaps in customer coverage will also become more noticeable and sales reps can be reassigned accordingly.

In the event of market changes, rep turnover, acquisitions, mergers, product launches, etc. you will be prepared to react while maintaining customer relationships and securing optimal market coverage.

3. Heightened Productivity

Sales managers and reps are constantly striving to boost productivity. Many sales teams have to compete with the previous year’s results using existing – or even less – resources. Fortunately, optimized sales territories are a low-cost way to increase sales productivity.

One way well-planned sales territories can boost the productivity of your reps is by cutting down on time spent on the road while they travel to their customers. This reduces travel costs and increases the time your salespeople can actually spend selling.

A study by CSO Insights finds that sales teams often have low rates of lead conversion – with 60% of opportunities leading to “no decision.” A balanced territory structure will give your reps more time with their customers and more opportunities to learn about their clients’ pain points. This knowledge helps reps to add value to their sales conversations, meet their clients’ needs, and achieve a higher conversion rate.

Additionally, a territory structure that offers optimal customer coverage will help your team to prioritize work, reduce travel time, and maximize motivation. Your sales territory plan can raise motivation among your team by facilitating a fair compensation plan that does not under – or over – reward reps for factors they cannot control – such as whether or not they have a “good” territory.

4. Increased Employee Satisfaction

All sales reps want to work in a territory that they have the potential to succeed in. Then, they want to be recognized and compensated for their achievements. Balanced sales territories help you manage your sales reps fairly. In turn, employees will report better employee satisfaction

Poorly balanced sales territories are likely to result in unfair compensation among your sales team. A rep with a “good” territory with high-potential accounts may benefit from higher pay without putting in extra effort while other reps with “bad” territories have to work much harder to hit their quotas. This happens because common metrics used for determining compensation tend to be determined more by geographical location – a factor that cannot be controlled by reps – than by a reps’ actual performance.

Optimized territories will make performance metrics more accurate since they prevent unfair conditions. They are a good foundation for building fair compensation plans which promote motivation and job satisfaction among your reps.

Making sure each that each of your reps’ territories stays balanced is hard to manage on top of your own tasks. Luckily, mapping various applications for sales territory management provide reports on your sales team’s weekly performance.

For example, Badger Maps is a mapping application that allows your reps to create check-ins and appointment notes in the field, following each customer visit. All check-ins and notes are logged and compiled in a weekly report that allows you to track your reps’ job performance. Check-in reports record customer details, meeting notes, and the time since your reps last visited their accounts. You utilize this data to give your reps advice on how they can increase productivity.

With the right balance of workload and sales potential, your sales reps can be more efficient with their time, address opportunities in their territories, and focus on their most valuable clients. Ultimately, optimizing your sales territories results in more sales, happier customers, and more fulfilled sales reps.

 

 

About the Author: Jacqueline Anderle is a Marketing Analyst at Badger Maps, a route planner and territory management solution that helps field salespeople be more successful. You can read more from her on the Badger blog and follow the team on Facebook and Twitter @BadgerMaps.

John Ferrara, Nimble, Social CRM, Donald Kelly,

TSE 923: How To Grow Your Sales Without Spending A Dime On Marketing

Imagine a world where you don’t have to spend any money on marketing. You have leads pouring in, deals close, and referrals pour in. Imagine being able to grow your sales without spending a dime on marketing.

On today’s episode of The Sales Evangelist, Jon Ferrara shares the method he recommends to grow your sales without spending a dime on marketing.

Jon founded GoldMine CRM in 1989 and then sold it in 1999, and he has devoted his time since then to help other people improve their relationships. He also created a social CRM called Nimble.

No matter what industry you’re in, you have to find a way to get new leads into your funnel without spending so much money.

Great stories

Jon was looking for a way to automate the process of building relationships because he struggled with it as a salesperson and as a businessperson. He wanted to be able to connect more effectively with the humans around him.

The result was GoldMine, and it became exactly that for everyone it touched.

As an example, consider Jesus. Do you think Jesus spent any money on marketing?

He didn’t spend money. He shared words that empowered people and then those people became his teachers and preachers. Jesus created a movement.

If you’ll focus on helping other people grow and set yourself up as a trusted advisor, you’ll stay top of mind with your prospect. You’ll grow your sales without spending a dime on marketing.

Be an advisor

Advertising doesn’t work.

You won’t stay top-of-mind with your prospects by telling them how great you or your products are. Nobody cares about that.

Instead, teach others how to become better, smarter, faster, and set yourself up as that trusted advisor. Give knowledge away.

If you teach people to fish, they’ll figure out you sell fishing poles.

 

5 e’s

Your goal should be to:

  • educate
  • enchant
  • engage
  • embrace
  • empower

If you do that for your customers and your prospects, and for their influencers as well on a daily basis, you’ll establish your brand, grow your network and create a sustainable garden around your business that will help it grow.

That’s what Jon did with GoldMine. He figured out how to reach his prospects’ trusted advisor, in this case, Novell. Jon convinced Novell to use GoldMine, and then they started recommending it.

He started GoldMine with $5,000, without ever taking a dime of venture capital.

And that was only the first time he grew sales without spending money on marketing.

Jon used the one-to-many approach to reach his prospects.

Reach the influencers

If you could find a way to tell your great stories and get other people to tell your great stories around the clock globally, you could build a gold mine.

Most people focus solely on their customers and their prospects and they forget about the influencers who interact with those customers and prospects.

The secret to success is identifying the influencers of your core constituency.

If I was a business technology reseller, I could try to call businesses but they’d probably hang up on me.

Imagine, instead, if I built relationships with the trusted advisors of that small business person: maybe their accountant, their marketing consultant, or any one of their advisors.

If you can build those relationships, those trusted advisors will help you reach all those people on a daily basis.

We built a tool that helped the influencer grow, and they sold it as a solution and not only helped their customer grow but also grew themselves. It became a recursive cycle.

 

Amplify the message

Once you’ve built an army of evangelists, you have to amplify that message.

What does that mean?

Once you convince those influencers to sell to that base of trusted customers, they’ll likely ask you for leads.

If you don’t have money to advertise, how will you give people leads?

Jon went after the places where his prospects would be consuming information about how to be better and smarter and faster. He went after the business and technology publications and asked the editors and the writers how he could help them write more stories.

They needed stories about how businesses were using technology to grow, so he shared those stories. The term CRM didn’t exist then, but he helped define it.

He credits a combination of influencer marketing and guerilla PR that put GoldMine on the map.

Individual sellers

Your network is your net worth: your personal brand plus your professional network will help you achieve your dreams in life.

The more people you help grow, the more you will grow. To do that, you must set yourself up as a trusted advisor to your prospects, customers, and their influencers.

The simplest way to do that is to establish identity across all the brands where these people have conversations: Twitter, Facebook, LinkedIn, Pinterest, Instagram, Foursquare, Google Plus, Crunchbase, and Snapchat.

Share content on a daily basis that inspires and educates others about your areas of products and services. No more than 25 percent of what you share should be about you or your product. It should mostly be inspirational and educational.

You’ve likely forgotten more about your products and services than your customers will ever know in their lifetime. Since you’re likely consuming content every day about your area, just share it with the prospects around you.

Identify the influencers, share content, and hashtag it appropriately, (#sales, #marketing, #social) and then @name. It’s like dropping lures outside your boat into the digital social river surrounding your business.

People bite on that.

Listen and engage

Then you listen and engage. You educate with enchanting content with the intent to engage, embrace, and empower the people that you connect to.

When you connect with someone, you don’t start selling. You listen and learn. Prepare them before the engagement ideally by Nimbling them.

You ask questions and then listen and learn to find ways to add value. And if you do that for another person, they’ll naturally ask how they can return the favor. And you repeat that process at scale for the rest of your life.

You’ll build a sustainable garden of prospects, customers, and influencers that will help you achieve what you want to in life.

Islands of information

The biggest problem with this whole cycle is if you do what I tell you to do, you’re going to get so overconnected and overcommunicated wit this audience that you’ll need a platform to manage it.

We’ve got all these tools in all these places like Facebook, Gmail, MailChimp, and dozens of other places, and contact management is broken.

You can only manage about 200 people in your head at a given time, and most people have 1,000 or 10,000 contacts. They need a golden Rolodex, a personal CRM.

Instead of Googling people, you Nimble them. and automatically sync every interaction you have so that you have a history of every contact and every followup.

If you’re listening to this today and you don’t have a personal golden Rolodex, go find one. If you try Nimble and you like it, I’m going to give you three months at 40 percent off if you use the code Jon40.

Salespeople aren’t detail people

Most people who are in sales are people people; they are relationship people, not detail people.

If you’re in sales, you need a tool to organize yourself. You might want to find another human being who is detail-oriented and become a team.

Jon believes that if you do what you’re good at in life and then surround yourself with people that are good at the things you aren’t good at, you can be much more successful.

Establish a brand across all the places that are straightforward. People buy from people they like, know, and trust. Going to my LinkedIn profile is like going to my business lobby; you won’t find out much about me personally.

Instagram is where you’ll find out more about me personally, and you can connect based on that. People don’t connect because they both love sales. They connect because they value the same things.

Don’t just share business stuff. Open yourself up on your social media.

“Grow Your Sales” episode resources

You can connect with Jon via email or Google his name to find him on a variety of platforms. Connect with him on the ones that feel most comfortable.

Find Vala Afshar on Twitter to see an example of sharing content that educates and inspires at scale.

Listen to episode 005 of The Sales Evangelist to hear Judy Garmaise talk about the importance of followup for salespeople.

When it’s time to follow up with your leads, Prospect.io can make your followup that much better. It has literally changed the way I prospect, and I love it.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

If you aren’t sure you have the right CRM, Maximizer CRMis a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

 

Leads, Inbound, Prospecting

TSE 922: Don’t Take Your Leads For Granted

Leads, Inbound, Prospecting

Sometimes sales reps neglect their leads. We stop doing the things we know we need to do because we assume things will continue working the way we expect them to. Don’t take your leads for granted.

On today’s episode of The Sales Evangelist, we’ll talk about the things that sales professionals sometimes neglect and why it’s so important that you don’t take your leads for granted.

This isn’t simply a sales problem; it’s a human problem. We do it with our families, with our homes, and even with the water that is always there when we turn on our faucets.

It isn’t until those things go away that we appreciate their value.

“Unicorn” leads

Some of us work for companies that generate leads for us and some of us don’t.

Those of us who don’t often get them tend to value those precious leads because they aren’t frequent. It’s not unusual, however, for those of us who consistently get leads to expect them.

Even worse, we allow ourselves to focus on the “unicorn” leads so that we aren’t interested in the others. We want those rare leads that have a challenge, that have money, and that are ready to buy right now.

When we get leads that aren’t as perfect as the “unicorns” we might push them away to focus on the better leads.

Maybe we hurry through the conversation and invest less of ourselves in their needs.

Rare leads

Sales reps who can’t depend on getting leads have to approach their leads differently. They aren’t sure when the next one will come, so they have to do their very best every time.

These sales reps ask appropriate questions and seek to gain a deeper understanding of the prospect’s needs. They invest time in solving the buyer’s problem. They seek to treat them as individuals.

“When you change the way you look at things, the things you look at change.” 

Wayne Dyer

 

 

The first sales rep discounts the lead because he expects others will come after it. The second sales rep invests time in nurturing the lead and listens to the prospect.

Maintain excitement for leads

Make sure you provide all your leads with the same attention and effort.

See them as people trying to solve problems for their organizations, and keep in mind, too, that they have personal goals as well.

Your lead might be trying to get a promotion, or she might need someone to educate her about the buying process. Your lead called you above everyone else.

Find out why your lead called your company. Not only will that be good information for your marketing department to have; it will give you important insight into the prospect and help you connect with her.

Change the way you look at things

You have to work at relationships, and leads are relationships.

If you work hard even on the leads that don’t seem like “good leads,” you’ll do what Wayne Dyer said and you’ll change the way you see those leads.

The same is also true for your team members.

If you’ll change the way you view your underperforming team members and try to understand the challenges they are facing and truly try to see them as individuals, you’ll be better able to help them.

Don’t take your leads for granted, and don’t take your team members for granted.

 

“Don’t Take Your Leads For Granted” episode resources

When it’s time to follow up with your leads, Prospect.io can make your followup that much better. It has literally changed the way I prospect, and I love it.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

If you aren’t sure you have the right CRM, Maximizer CRMis a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

 

Pagely, Sean Tierney, Donald Kelly, The Sales Evangelist Podcast, Sales Process

TSE 921: The 7-Step Approach Pagely Used to Systematize Sales

Whether you’re working a sales campaign or building a fantasy football league, preparation and process will always improve your outcome. You absolutely have to have a sales process to systematize your sales.

On today’s episode of The Sales Evangelist, we’ll hear from Sean Tierney, Director of Sales for managed WordPress hosting provider Pagely.  Sean will share the 7-step approach Pagely used to systematize its sales that can help you and your team improve your sales.

Pagely helps some of the world’s largest brands — Disney, Virgin Atlantic, Comcast, Univision, and other companies that don’t want to worry about scaling and securing their websites.

“Shoot from the hip” sales

When Sean took over at Pagely three years ago, the sales process was non-existent. He was employee number eight, and he was running both sales and marketing.

The company had lost its main salesperson, and the team was basically shooting from the hip. That approach wasn’t working, so Sean was adamant about setting up a framework to systematize the sales process.

He built a 7-step approach for sales that allowed the company to more than 3x its revenue.

In that time, the employee headcount has grown to 38.

7-step approach to sales

  1. Map out the flow.
  2. Track metrics and KPIs.
  3. Implement a pipeline.
  4. Flintstone.
  5. Delegate
  6. Automate.
  7. Scale personal attention.

Flow refers to the buyer’s journey, and there are two different kinds of maps that Pagely uses to understand the current reality.

One is an imagined drawing on paper that shows how people are getting to the website. It shows the lead forms they are filling out and where that information goes. It shows newsletters and support systems so Pagely can understand where all the data is going.

The other flow map is a funnel map, which is usually a left-to-right diagram that helps you understand your funnel.

  • How do people come to find out about you when they don’t know anything?
  • How do they proceed down the continuum of increasing engagement on the way to sharing their contact information?
  • What does the followup and nurturing process look like?
  • How will you grow the relationship once they’re a customer?

Pagely considers it a lifecycle of sorts; it’s lifecycle marketing.

 

How the system affected sales

The first hire following the new system was a sales development representative because Sean recognized that sales development was where the bottleneck was happening.

Sean recognized that sales development was keeping him from being more strategic, a feeling that many entrepreneurs can likely relate to because they wear so many hats.

You have to be cognizant of what’s consuming your time.

Sean assigned his interns to import all his chats, his emails,  and his phone calls into a spreadsheet. The team pulled more than 500 sales exchanges into the spreadsheet and turned that into a knowledge base.

That information became their training material for the first hire, who was one of the interns.

Flintstoning

Flintstoning refers to the presence of a pre-optimization problem. Very often people try to launch immediately into automating things, but entrepreneurs know that it’s important to automate the right things.

Pagely didn’t have a fancy CRM tool initially, so Sean used a simple tool called Boomerang that would notify him if a prospect hadn’t responded to his email within a predetermined amount of time.

Instead of using a fancy tool, he started with something simple. Then he figured out what the follow-up process should look like.

You don’t have to be perfect right away. You just have to start.

 

Scaling personal attention

Sean learned the concept from Jermaine Griggs, a well-known marketer some time back. The idea is that you provide a boutique experience at scale.

Why do people go to boutique stores? Because they like the personal touch.

Seek to deliver that experience at scale.

Pagely uses video to deliver a personalized sales pitch. They employ presales questions that the sales reps ask in every call, and that effort often engages prospects who wouldn’t have otherwise done so.

Because they get a chance to “see” the sales rep and hear some of their questions being answered, it pulls them in.

Video personalization

Personalized content allows you to give your prospects exactly what they want.

Imagine being able to craft a video to your prospect, and allowing the prospect halfway through to choose one of five problems that most plague his business. At that point, the video explains how your company solved that problem for other customers.

The conversation is immediately more relevant because it addresses his exact problem.

Beyond giving you a better experience, Sean is able to extract answers and follow up using the information and data points he gathered.

In the emails you get after the video, they’ll be very fine-tuned to the pain point you have. It can be highly calibrated to your situation.

It’s a win-win proposition because the prospect is getting exactly what he needs in an engaging format, and the sales rep doesn’t have to spend so much time answering the same repetitive questions. It lowers the overhead.

The process also allows for much higher-level conversation when the sales rep finally does get on the phone. Instead of dreading those initial phone calls, people tend to be excited to have the conversation.

Pagely

Pagely is at the high end of the market, and they actually launched the concept. For big brands, it’s not worth it to focus on running a website.

Disney is happy to pay to offload all the web concerns to someone else so they can focus on their core competency.

Don’t just parachute in and flail. Take your time and understand where you’re trying to get. Be intentional as you execute.

“Systematize Sales” episode resources

Pagely has a huge amount of resources available on its website. You can see the information about Pagely’s knowledge base here.  To view the videos Sean referred to in the episode, visit Pagely.com/explore. See the video sample at Pagely.com/video.

Also, check out dot.vu to learn more about the interactive videos Pagely employs to lower its overhead and improve engagement.

Be intentional as you develop the seven steps:

  1. Map out the flow.
  2. Track metrics and KPIs.
  3. Implement a pipeline.
  4. Flintstone.
  5. Delegate
  6. Automate.
  7. Scale personal attention.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

 

Prospect.io, Prospecting, The Sales Evangelist

TSE 920: TSE Hustler’s League-“Prospect.io”

Prospect.io, Prospecting, The Sales Evangelist

On Tuesday I told you about a guy named Louis whose job it is to set appointments and find opportunities for an account executive on his team. The problem for Louis is that his CRM stinks, and his database is no good, so he struggled until he stumbled upon Prospect.io.

On today’s episode of The Sales Evangelist, we’ll talk about how you can work smarter instead of harder, and how prospect.io can help you do business development effectively.

Specifically, we’ll talk about leads and how we can get effective leads and guide people through our sales process. Ultimately, we want them to find value in what we have to offer and to become a client in the end.

Seller pressure

Louis isn’t a real person, but he represents the struggle that many sellers, including me, have felt during portions of their careers.

Often sellers get hired into a company without knowing that they would have to hunt their own prospects. They didn’t know they’d have to find leads using a database from 1992.

How will you find prospects and nurture them well without losing track of them because your CRM isn’t working effectively?

My new favorite tool addresses these issues, and I love it for three reasons:

  1. You can personalize your outreach.
  2. You don’t get lost in the process of prospecting.
  3. It works well and simplifies your process.

Personalized effect

If you’re doing a lot of outreach, you’ll quickly realize the need to personalize it. But how will you personalize communications at that magnitude when you have to find three to five prospects per day?

You’ve done this long enough to know that if you send the same boring email as everyone else, it will end up marked as spam.

I’m a big believer in the platinum rule. It says that you should treat others the way you think they would like to be treated. If you think of that from the prospects’ standpoint, they are irritated by blast emails that they receive every day.

Prospect.io will help you overcome that.

You can go into LinkedIn Sales Navigator and pull a list of prospects based upon an email that I will send.

If I’m reaching out to sales managers of tech companies in the Philadelphia area, I can use custom fields to personalize my message to that audience. If I’m reaching out to Dave at ABC Software, I can include his name, company, and something personal in the email using a custom field.

Set it and forget it

Prospect.io will send out a drip campaign; an automated cold outreach process that I have customized for my prospects. It will send as many emails as I designate, though generally, you’ll want to keep it around 3 to 5.

The email will originate from your account, and it will be personalized and it won’t be spam or junk.

I keep mine short, usually no more than 5 sentences, and I push for some kind of action.

I literally set it and forget it.

I’ve also set it up with my Slack so that I’m notified when the prospect replies to an email, and then I manually take over the outreach with a personal chat.

Finally, I have it set up with my CRM so that it automatically sets up a name or an account for that person.

You won’t get lost

If you aren’t doing repeatable, predictable steps as part of your sales process, you’ll struggle to repeat your successes.

WithProspect.io, you won’t ever doubt what’s coming up next in the process or how you’ll carry it out.

If you’re new to an organization, it can be difficult to track all the different processes you’re engaged in.

If you send out 100 emails, how will you know when it’s time to send the second email? Instead of having to do it manually, this platform will automatically connect with your CRM and send your follow-on emails without you having to worry.

The only time you’ll be notified is when your prospect actually responds.

This process can keep you from missing out on opportunities because you neglected to respond in a timely manner.

Prospect.io takes care of all of this for you.

 

Simplified process

Finally, although Prospect.io wasn’t specifically created for it, the platform can help you find prospects you can pursue.

If I pulled together a LinkedIn list, I can use Prospect.io to download all of those different prospects. Then I can pull their email addresses as well as data points.

Those data points can be added to my campaign so I can personalize my messaging.

I can make note of personal messages I’d like to send and it will send them.

It saves me time scouring the Internet to find leads, and then manually sending multiple emails to those prospects.

Time saver

This tool can save you massive amounts of time every day. Anyone who is doing massive amounts of outreach can possibly benefit from this tool.

If your prospect isn’t ready to purchase yet, you can have them go into a nurture sequence that guides them to set an appointment to speak to you.

You don’t have to rely on marketing to do that.

This is not a marketing system or a CRM; it’s a sales automation system. It helps you do your outreach in a bulk customized manner.

It’s also capable of tracking conversion. If I link some prospects to a particular podcast episode, it notifies me as soon as they interact with my content.

It allows you to follow and truly apply the platinum rule: Treat others the way that they would like to be treated.

“Prospect.io” episode resources

This episode is also brought to you in part by Prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

Maximizer CRMis a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRMcan do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility. If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

 

Prospecting, Podcast, Video, New Sales Leads

TSE 919: Sales From The Street:”Starving Artist”

Prospecting, Podcast, Video, New Sales Leads

The notion of the starving artist has been around for many years, but many entrepreneurs spend a lot of years “starving” as well. For sales professionals, when we don’t have processes in place to keep our funnels full, we can find ourselves “starving” as well.

On today’s episode of Sales From the Street, Arty Goldstein and John Antonacci from Video Jungle Podcast are interviewing me about this very topic, and what we can do to make sure we aren’t starving artists in the sales world.

The podcast will sound a little different because John and Arty are interviewing me on their show. I’ll share my ideas about processes and systems that can keep you from starving in the sales industry.

Trial and error

Much of my early strategy as a sales rep was trial and error. I messed up a lot, and I’m guessing many of the listeners will relate to that from their own experiences.

Many freelancers assume there’s a big magic formula to success, but I’ve discovered that the simplest bet is to be a personable person.

After that, differentiate yourself. In order to be successful, do the opposite of what everyone else is doing. If everyone else is going one way, figure out if you can go the other way and accomplish the same thing differently.

My idea of hustle is to do whatever it takes to make things happen. Think outside the box: what can I do to be different and out-hustle, outwit, go around, or go over to connect with people?

 

Creating value

Sales has changed a lot since its early days of cold-calling and bartering. At the same time, though, it’s still largely the same.

It’s an exchange of value. What can I give you in exchange for the thing you give me? It translates across all platforms and all mediums.

In the context of video production, you’re creating value. At The Sales Evangelist, I want to help new and struggling sellers find more ideal customers, build stronger value, and close more deals.

I struggled with those things when I was new to sales, but I figured out that if sellers can understand those three areas, they’ll never be hungry.

No salesperson should ever be broke, so if you’re broke, something is wrong. If your organization’s sales process is broken, it will churn and burn people.

Launching the podcast

My buddy Jared Easley, co-founder of Podcast Movement, hosted me on his podcast and he told me I should be doing my own podcast.

I decided to try it and see where it would go. My dream was to influence people the way Pat Flynn does and to impact people’s life.

Apple Podcast has made it so easy that initially, I didn’t advertise much. I asked all my cousins, family members, friends, and anyone who had the ability to get to a computer to go and rate my podcast.

That launched me into the New and Noteworthy category in 2013, which got me some more visibility.

When I landed Jeffrey Gitomer as my first guest, that pushed me into a world where people were looking for sales. At the time there were only like four sales podcasts that were really doing anything well at that time.

To be honest, I’m different than other people out there. Many of them at the time I launched were white guys, and I was a young black guy.

The result is that mine is the number one podcast in Jamaica.

 

Sales history

I’ve been actually selling since I was about six, although I clearly don’t count that in my professional selling history.

In Jamaica, there aren’t 7-11’s on every corner, so people set up little tiendas in their houses and they sell things. My family had a little shop and I sold stuff there.

I wasn’t afraid of talking about and dealing with money because I’ve been doing it since I was very young.

Fast forward to college where I figured out that I really like to be in front of an audience and to teach. After college, I started selling professionally and I figured out that I wasn’t good at b2b selling.

I got training and saw a major improvement, and discovered that I could share that with other people who were in the same boat. When I did, I saw an increase in my sales and I started actually making money.

I launched the podcast in an effort to help other rookies learn about sales and to speak about effective selling.

The Sandler Sales Training Organization taught me a technique that I’ve carried with me to this day, and it’s this triangle principle.

Attitude, techniques, and behavior. Your attitude is what you bring to the game and your techniques are things like how do you ask questions. Your activities are the actions you carry out every day like phone calls, prospecting, emailing and dialing.

That fundamental principle helped me realize the importance of procedure. If you’re winging it, you’ll have a hard time being consistently effective.

If you never practice or follow a pattern, you’ll never be as successful as you could be.

Video as marketing

Video is one of the most important things at our disposal. You can say so much more in a video than you can say anywhere else.

The second largest search engine in the entire world is YouTube.

Video allows you to follow, see, and learn. You can educate people using video.

People also like a personable approach, as evidenced by the demand for reality TV. People want to see something that’s real instead of something that’s highly produced. When there’s a dog barking in the background, that’s real.

Marcus Sheridan told a story of marketing people who were sending him physical resumes to apply for jobs. He challenged them to send video instead to share their capabilities and work history.

Salespeople have awesome leverage in the form of video and we shouldn’t cling to past ideas simply because we’ve always done it that way.

Differentiate yourself simply by using video. A lot of people won’t do it because it’s work.

Also, tell a story. That part will never get old.

Sharing secrets

Some people are going to be do-it-yourselfers. You can’t change that.

When you create value by telling them what to do and teaching them how to do it, they’re going to trust you. They’ll understand that you know what you’re doing, and they may eventually come to a place where they’d rather have you do it for them.

You might give away enough information to help them solve a single problem, but when they encounter something bigger, they’re going to come back to you.

You have to plan. People often overlook planning.

You also have to outperform your yesterday. No matter how good you are today, if you can beat what you did yesterday, you’re always going to thrive.

Keep learning. Read. Listen to The Sales Evangelist. Never stop learning.

“Starving Artist” episode resources

Do you want more tips and tricks from the video? Videostrategy.org is the place to go for thoughts on production best practices, creative brainstorming, strategy and distribution tips, client relations, and much more. Go to video strategy.org.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video, which is a great way to offer relevant content on LinkedIn.

Email me for more information about our newly launched Sales Podcast Network, designed to provide specialized sales content for sellers of all levels and all industries. You can also email us about our new business development services.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Donald Kelly, Leads, Patrick Shaw, Rapidfunnel

TSE 918: Using Technology To Convert Leads

The Sales Evangelist, Using Technology to Convert LeadsEvery sales professional understands the importance of generating leads. In addition to those leads, we must focus on using technology to convert leads.

Today on The Sales Evangelist, Patrick Shaw will talk to us about using technology to convert leads. If we use technology and software, we can work smarter and not harder.

Patrick is the founder and CEO of RapidFunnel, a mobile-based permission marketing app created for direct sales, small businesses, and franchises.

It isn’t enough to just have leads; we have to build relationships with and nurture our prospects.

We must have systematic ways to keep up with our prospects and our sales processes.

Converting leads

In the early days of his career, Patrick said he was guilty of putting dollar signs on people’s heads. He felt bad about it, but he also realized that the number of people he spoke to was directly related to the amount of money that he made.

Patrick started to wonder whether he could shift his priorities so that he could improve the quality of his prospect’s life and put his own needs completely to the side.

He wondered about making the process easier and more comfortable for both the salesperson and the prospect as well.

The conversion success rate often depends on the type of organization it is and where their leads come from.

Massage therapists, for example, believe in what they’re doing, but they don’t think of themselves as salespeople. They’re very uncomfortable coming off as “salesy.” They suffer from a very different problem than someone who is in sales.

Many times it’s a question of efficiencies. Are they creating real efficiencies? Do they have systems and processes in place that make them more efficient than the person trying to do the same task manually?

 

Four Disciplines of Execution

Patrick loves Stephen Covey’s book The Four Disciplines of Execution.

1. Focus on the wildly important. Whether you’re a salesperson or a company, what are your wildly important goals? Usually it’s involved around increasing revenue.

2. Act on the lead measure. If your wildly important goal is to increase revenue which comes through sales, then what’s the lead measure? For almost all companies, it’s prospecting and followup.

3. Have a scoreboard. If there’s no scoreboard, you don’t know where anyone stands during the game. When people have something wildly important, they’ve identified their lead measure and they have a scoreboard based on that lead measure. There’s a cadence of accountability where people hold each other accountable.

4. Develop a cadence of accountability. With a scoreboard, there’s a cadence of accountability where people hold each other accountable. it changes the dynamics of an organization.

The cadence of accountability can be difficult to create if you don’t have a scoreboard. At RapidFunnel, we measure the quantity of the exposure and the quality of the exposure. We can tell you the number of unique exposures you make, and the quality of that exposure based on the engagement of the prospect.

He does note that accountability is never about pointing out those who are failing but rather about highlighting those who are doing proper activity.

Using technology to convert

Technology often makes things more difficult because there’s only so much bandwidth. If someone has to create all their own content for a platform, they’ll be stretched thin.

The lead measure isn’t creating content and becoming a marketing expert. We want to make it simple for the sales reps to tell the company’s story.

You can’t automate a relationship, but here’s what RapidFunnel can do: it can tell you when your prospect is watching the videos that you sent him. It can tell you how long he watched and what he watched.

You can then pick up the phone and call him, and he’ll say, “Hey! I was just watching the videos you sent me.”

It’s discovery, and it’s personal, but it’s automated.

The key is to leverage technology that adds value without sucking you in time-wise.

The reason so many large organizations fail at social media marketing is because they add branding to their personal contacts. The very essence of social is relationship-based, and your prospects have a relationship with you, not your company.

Work on yourself

Whether you’re leveraging technology or not, work harder on yourself than you do on business. Spend 10-15 minutes a day getting your mind right, seeking clarity about your goals and your purpose.

Determine the value you’re trying to create in the marketplace because the answers will come when you do. Continually educate yourself and have a growth mindset.

You will leverage technology the right way as long as you focus on the bigger picture.

There are only so many hours in the day, and you’ve got to be judicious with your time.

 

“Using Technology” episode resources

If you’d like to connect with Patrick, you can find him at RapidFunnel.com and request a demo or more information. You can request a demo or simply request more information about the platform.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Donald Kelly, The Sales Evangelist, Inbound Leads, Prospect.io, Maximizer

TSE 917: Why Your B2B Inbound Leads Are Not Closing

Donald Kelly, The Sales Evangelist, Inbound Leads, Prospect.io, Maximizer

When your marketing department rounds up good inbound leads for your sales reps, but your sales don’t increase, it can leave you confused. If the leads are highly qualified, it can leave you confused about why your b2b inbound leads are not closing.

On today’s episode of The Sales Evangelist, we’ll discuss the common reasons that your b2b inbound leads are not closing.

When you’re spending large amounts of money on marketing campaigns only to find that the deals aren’t closing, it can leave you frustrated and confused. Today we’ll address why that happens.

Failing to contact your inbound leads

Your organization may be structured so that your sales reps spend about 60 percent of their time on outbound and 40 percent of their time on inbound.

Very often, though, we’re finding that sales reps aren’t closing their inbound leads.

Last week, I mentioned the importance of calling immediately after the buyer makes contact.

If I’m doing research and I find your website, and I sign up and give you my consent to reach out to me, I shouldn’t have to wait 24 to 48 hours to hear from you.

Put yourself in my shoes. I’m not going to sit here and wait for your company to respond to me.

There are many other companies out there, and I’m making contact with multiple vendors at the same time.

The people at insidesales.com shared that, when you get a lead, it’s imperative that you call that lead within the first five minutes. The lead is interested and ready to talk to you.

The truth is, though, that only one in four internet leads are contacted, which could be the primary reason why your sales reps aren’t closing enough deals. They may not be reaching out to the prospect enough.

Inbound flow process

Even if your sales reps are making that first call, they may not be calling additional times after that.

Studies show that reps average between 1.3 and 2.1 call attempts, and that probably isn’t enough. You, as a sales manager, need to give them a flow process to follow.

Your sales reps want more inbound leads, but that doesn’t mean that they know how to handle, guide or close those leads. It’s your job to give them a roadmap and show them the ropes.

What are the steps to your flow process once a lead comes in?  Will they make a phone call? Send an email? Reach out on LinkedIn? When will we leave a voicemail?

Some people call this a cadence, but you need to have something that nurtures that lead for 14 days. You must have multiple attempts because your buyer isn’t sitting and waiting for your company to call back.

Your customer has reports to take care of, a business to run, errands to run, meetings to attend, and a personal life to attend to. If you call me once and I don’t call back immediately, it doesn’t mean I’m not interested.

 

Being pushy

Many people avoid calling multiple times because they say they don’t want to be pushy.

While it’s true that buyers hate when sellers are pushy, there’s a difference between being pushy and nurturing a lead.

Usually, being pushy involves repeatedly calling a cold lead who isn’t interested in what you’re selling. You’re trying to sell something that I don’t even want, and you’re badgering me.

The difference is customer intent.

If I have expressed to you that I’m interested in your product or service, that’s not the same as a cold lead. I’ve given you permission to contact me, so you have my consent to try to reach me more than once.

Even if your lead is reaching out to other companies, that doesn’t mean the other companies are the best fit. It means you need to contact him and show him that your company is the best.

Statistics show that it takes a minimum of 8 to 12 contact attempts within 10 to 14 days to connect with a prospect. Eight to 12. Now refer back to the statistic that said that most sales reps are making 1.3 to 2.1 attempts.

It’s not enough. You’re leaving so much on the table and throwing away money.

Finding your prospects

Don’t rely only on one kind of contact when reaching out to your leads.

Take advantage of where your contacts are. If they’re on LinkedIn, reach out on LinkedIn. If they’re on Twitter, reach out to them on Twitter.

Add those steps into your flow process. Make the phone calls and send the emails. Drop something into the mail.

Do whatever you need to do to grab the prospect’s attention because your competition is doing the same thing.

Once you get your prospect’s attention, your job is to pull that prospect out of the “dating pool” as quickly as possible so that he isn’t going around looking.

Figure out why your prospect opted in. Determine what part of your messaging he responded to, and wrap your very first contact attempt around that message.

Marketing and sales have to work together to communicate about these things so that sales knows what the prospect responded to. Educate both your sales and marketing teams about the details of the prospect.

When your teams have that kind of alignment, you’ll be likely to close more of your inbound leads.

Make sure your messaging resonates totally with their intent.

 

“B2B Inbound Leads” episode resources

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

 

Tom Poland, Leadsology, Inbound Lead, The Sales Evangelist

TSE 916: How To Develop A Marketing Message That Cuts-Through & Brings More Leads

Tom Poland, The Sales Evangelist, LeadsologyImagine how quickly sales will decline if your sales and marketing teams aren’t communicating well. You must have a marketing message that cuts through the noise and generates inbound leads.

On today’s episode of The Sales Evangelist, Tom Poland helps us learn more about how to effectively create a marketing message that will guide your prospects through the buyer’s journey.

Tom helps professionals create a systematic flow of inbound leads. He’ll help us create a unified message between sales and marketing instead of bumping heads constantly.

Some people have suggested that sales and marketing are like siblings, and when they aren’t getting along well, it creates chaos in the family.

Inbound leads

When you wake up on Monday morning to discover multiple bookings by people who want to talk to you about becoming a client, and they have a pretty good idea of how you work and what you charge, that’s inbound.

They’re quite convinced that you are their number one choice to solve their problem or meet their challenge, and you didn’t need cold calls or direct mail letters to connect with them.

That’s the magic of inbound: creating high quality, well-qualified new client inquiries.

Tom says it’s a mistake to be singularly focused on just finding leads. It’s not about finding the leads, it’s about finding the people who are happy leads.

Finding leads is a little like running through the forest poking bears. The bears are asleep and you’ve got a honeypot that you want them to reach, so you poke them all and wave the honeypot in front of their noses.

If their hunger exceeds their anger, you get to live.

Good marketing gently puts that honeypot outside the forest in the form of some kind of content marketing. The people who put their hand out metaphorically and stop to smell the honey are the ones you want to put an offer in front of.

Marketing assets

The creation of marketing assets serves as the great separator between people who stay stuck on the treadmill and those who actually create something scalable.

Marketing assets can be presentations, lunch-and-learn opportunities, webinars, videos, or a book. The asset has to match the audience.

It’s no good running a webinar for CEOs because they aren’t webinar people.

In most cases, sales reps will have three target audiences:

  • corporate executives
  • entrepreneurs
  • consumers

Each of those markets will have different assets or mediums that they’ll respond best to. The creation of those assets demands that you include the right subject matter, communicate the right way, and reach the right people.

 

Starting point

If you’re starting a webinar or a series of videos, the first question people will have is “Why should I listen to this guy or girl?”

Next, we need to describe the problem in such a way that the audience knows that we understand their challenges. Finally, we’ll address why their previous efforts have failed, which builds a depth of relatability and respect for your expertise.

You must lay out a sequence that you lead the audience through from the start.

Normally they’re open-mindedly skeptical: open-minded enough to attend your meeting but skeptical enough to ask questions about your background and the solutions you’re offering.

The audience is looking for something valuable. They’ve given up their most precious resource in the form of their time, so they are looking for something they can implement.

When you give people what they came for, you differentiate yourself by giving real value. Allow your prospect to walk away with something valuable. If they buy, great. If they don’t, they still walked away with your brand in their brains.

Say something different

Your message must cut through to your prospects. You’ve got to say something different than your competitors are saying.

If, for example, every business around you is promising to help you grow your business and find more free time, you’ve got to stop repeating what everyone else is saying.

Secondly, you’ve got to motivate people to take the action you want them to take.

1. Make it benefit-rich. Instead of talking about being a business coach or a software developer, talk about the benefits.

2. Include specifics, which increase both believability and desirability.

3. Be different. When you incorporate cut-through, you immediately motivate the person to want to know more about your product or service.

You have to hit the sweet spot between believability and desirability.

Over-deliver

Whatever you are, be authentic. Whatever you do in your message, make sure that you can not only deliver but over-deliver, because you want the referrals and the word-of-mouth.

You want people excited about what you do, and you want to have quality experiences, which means you have to under-promise and over-deliver.

You set the expectations at a level that you know you can exceed. It means that you have to be good at what you do because you have to set the expectations at a desirable level and then over-deliver.

Scale your value delivery as much as you can because it gives you more resources for marketing. Marketing is what makes the money and it’s where the magic happens.

When your groups are communicating and the message is unified among the entire team, magic can happen.

 

“Marketing Message” episode resources

Email Tom or connect with him at leadsology.guru.  You can find lots of free stuff there, including the famous five-hour challenge that will help will help you create an effective marketing message so you can generate some leads.

Is your CRM functioning properly? It’s important to have a CRM that your team is willing to use.

If you’re unhappy with your CRM, check out Maximizer CRM. If you’re happy with your CRM, check out Maximizer. It has been around a long time, and it’s worth the time to check out the free demonstration.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities. Click on the link to get a free demo of what Maximizer CRM can do for you.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video which is a great way to offer relevant content on LinkedIn.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

 

TSE Hustler's League, Application, New Client, Sales

TSE 915: TSE Hustler’s League-“Application”

TSE Hustler's League, Application, New Client, Sales

Early on in The Sales Evangelist, I didn’t have an application process in place to qualify my inbound leads, and it cost me customers. I suspect you could be missing this connection, too.

On today’s episode of The Hustler’s League, I’ll share what might have prompted some of my customers to leave my program, and how an application improved my retention rates.

TSE Hustler’s League is an online group coaching program designed to help sales professionals who haven’t had sales training, as well as sales teams that want to learn and find something new.

Each semester we have a theme that we focus on, and we do a group call each week that includes a training about that topic. This semester, our focus is on business development, so we’ll spend the whole three months talking about it.

Sales training

Early on, I didn’t have a lot of money to pay for sales training. I barely had enough money to pay for rent, so sales training was a luxury I couldn’t afford.

I decided to figure out ways I could learn about sales myself, but it was challenging to find relevant content or people who were willing to help.

(That struggle eventually prompted me to launch The Sales Evangelist podcast.)

Eventually, though, my company paid for sales training, and it was amazing. I was digesting new things and learning about sales, and I spent two hours every single Friday practicing what I learned.

I was determined that someday, I was going to do something like that myself, so I created inexpensive, online content that anyone could use to practice what they were learning.

Initially, we charged $1 for the first month and then $37 for the following months.

We quickly realized, though, that we needed to have an end date rather than continuing that structure indefinitely. So we focused on a semester approach and we themed each semester so our customers could return to later groups that covered different material.

We did notice, though, that people started to fall away. They weren’t committing to the program or they quit participating. Some unsubscribed.

 

Qualification

I figured out that my problem was a lack of qualification. All users had to do was go onto the website, read through the information, and sign up to try the classes.

To address the problem, we added an application. You have to fill out an application at the beginning that asks you to share the biggest challenges you’re facing and asks you to indicate which program might be the best fit for you.

We also include the pricing up front, because we don’t have any secrets.

There’s a time commitment for those in the course of one hour per week. For that one hour, I’m virtually live with those in the program.

The application allowed the people who weren’t right for the program to weed themselves out. They saw the requirements and the price point, and they saw the value they were getting. They had all the information they needed to determine the valuation for themselves.

After the application, they schedule a time to do an interview with one of our team members. We review the application and make sure they understand what they are getting into before they even make a payment.

Committed clients

To some, that seems like a process that is costing me money. Just the opposite, it’s saving me headaches. I don’t have people complaining about the process and our fall-off rate has dropped tremendously.

People weeded themselves out without us having to be involved, so by the time we interviewed them, it solidified their commitment to the program.

We have a stronger retention rate and now we have a program that is easier for companies to join. Sales managers know exactly what the members get from the training, and we’ve developed a certification that confirms completion of the program.

 

Weeding out inbound leads

How can you apply this to your own process?

For us, this was sales qualified leads. If they were marketing qualified leads, they might have been people who signed up and downloaded a free document, but people who still required nurturing to get to an appointment.

Simply asking applicants to type out their three biggest challenges made our conversation easier and it gave me information I could use in my discussion to see if they are a good fit for the program.

If, for example, they are having a problem building value in the conversation, I know the business development track won’t be a good fit for them, so I won’t sell them something that isn’t a good fit.

I want my retention rate to be stellar. I would encourage the person to wait for a later semester that addressed building value so they would learn something helpful.

When I’m able to make sure the expectations of the buyer and the seller are in sync, then magic happens. And then I’m able to raise the price because the value is better.

The program is $150 a month now for three months, which is a steal compared to some of the other training programs out there.

Each semester I meet new people and I absolutely love it.

“Application” episode resources

If all of this sounds great to you but you still aren’t sure how to start, check out The Sales Evangelist Hustler’s League, our online group coaching program that brings sellers of all levels and all industries together to share insights.

You can also join our Facebook group, The Sales Evangelizers to connect with sales professionals from all walks of life.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video which is a great way to offer relevant content on LinkedIn.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

 

Inbound, New Clients, Sales, SDR, BDR

TSE 914: Sales From The Street:”How To Handle Inbound Leads”

Inbound, New Clients, Sales, SDR, BDR

We cannot develop quality inbound leads without a process that nurtures and prepares our customers. As a sales professional, it’s important to know how to handle inbound leads so that you’re working in tandem with your marketing team.

On today’s episode of The Sales Evangelist, I’m putting myself in the hot seat to discuss how to handle inbound leads, especially in the case of smaller organizations.

Just like you can’t rush to cook frozen chicken, you can’t rush to land an inbound lead.  You have to invest the right amount of time and the right preparation for both to turn out the way you’re hoping.

Qualified leads

When leads come in, we sometimes expect to make things happen quickly. Like the story of trying to cook frozen chicken, we forget about the seasoning, the marinade, and the temperature. We forget about the amount of time that the chicken has to cook.

When we’ve taken those things into consideration, that’s the same as a sales qualified lead. It’s defrosted, marinated, cooked, and ready to be eaten.

Prior to that point, it’s a marketing qualified lead: it’s a prospect who perhaps downloaded something but isn’t necessarily ready to buy. In the context of our cookout, it’s chicken that isn’t defrosted or marinated yet.

Marketing has identified a person who raised her hand to say she’s interested. Maybe she downloaded a white paper or signed up for a webinar. They’ve initiated the process and they have asked to speak to someone.

Now it’s time for someone to take advantage of the lead.

Too often, though, we jump too quickly. Instead of nurturing the lead, we jump down their throats in an attempt to close quickly.

 

Integrated efforts

A great CRM is the core of a great combined sales effort.

When you can enter information about the prospect and then track whether he opened the email, read the email, or reacted to the email, that’s the ideal situation.

If sales and marketing are working together, sales can come in an take over as soon as the prospect raises a hand to say “Yes, I’m interested.”

When a lead falls into your funnel, you have to reach out to that person within five minutes.

You may recall our friend David, who we’ve been following since Monday. David was tasked by his boss to find financial software for the company, so he’s in the research part of the process.

Let’s assume David enters the funnel by downloading a piece of content. When we email him a day later to ask if he’s interested in a demo, he indicates that he is.

Now sales gets the marketing qualified lead. You must call him within five minutes.

Otherwise, he’ll presume that you aren’t interested in taking care of me. Because I’m doing research, I might find someone else who is willing to help me when you wouldn’t.

Remember that your prospect is busy. I know that you are, too, but you can at least acknowledge the person.

Worst case, you must call him within 24 hours.

A sales qualified lead is chicken that is defrosted, marinated, cooked, and ready to eat.

Flow process

Many companies make the mistake of not having a flow process. That simply means that from the time I get a new sales qualified lead to the time this person says, “Yes, I want to buy,” many companies have no plan.

We might think we have a plan, but if we aren’t measuring it and tracking our efforts, how can we know what’s working and what isn’t?

We must have predictability behind our efforts.

The whole point of it is to let them know that you’re aware of their existence and that you’re here to help.

Predictable processes enable us to understand how the buyers buy and what the buyer’s journey looks like. Your cadence can evolve over time, but you must have predictable efforts so you can test your processes.

Each industry’s process will be totally different, and the buyer’s journey will be different, so you will tweak your process along the way.

A process will allow you to determine that, when you reach out within the first 5 minutes, 95 percent of those people eventually buy.

Nurture campaign

If your prospect isn’t ready to pull the trigger even after your flow process, then put him back into the nurturing process. Studies indicate that even bad leads often become clients in the long run because they were nurtured well.

What seems like a bad lead could end up being a customer if marketing is able to continue nurturing. Don’t throw away bad leads if there’s a chance they can still develop.

Send them information related to the product they were pursuing. You can hopefully, over time, help them develop a greater interest in your product.

I share stuff like this because I want to help you find more ideal customers. To build stronger value. I want you to close more deals, but most importantly, I want you to go out each and every day and do big things.

 

“How To Handle Inbound Leads” episode resources

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video which is a great way to offer relevant content on LinkedIn.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Ken Tucker, Donald Kelly, Duct-tape Marketing, The Sales Evangelist

TSE 913: Common Mistakes We Make Trying To Get Inbound Leads

Ken Tucker, Donald Kelly, Duct-tape Marketing, The Sales Evangelist

If you want to take advantage of inbound leads, you must create content for your website that attracts people. It must draw people who are researching and trying to find solutions. We must also avoid common mistakes we make trying to get inbound leads.

On today’s episode of The Sales Evangelist, Ken Tucker continues our month-long conversation about inbound strategies and how we can generate leads and build value for our customers. He helps us identify the common mistakes we make trying to get inbound leads.

Ken got his start in IT, so he calls himself a big systems guy. He said he sees a lot of small businesses struggle to put together a marketing system that’s repeatable and optimizable.

Avoid ineffective websites

It’s important to think about search engine optimization, or how findable your website is when people search for you. SEO optimization is a traffic source and lead generator.

Unfortunately, a lot of businesses don’t have a clear, strong call-to-action. The message at the top of their page isn’t clear when you get there.

It isn’t super obvious what you do, and it needs to be super obvious. It needs to be super obvious what problems you solve for your customer.

If you write your website from your business’ perspective and talk about your services and your certifications, that’s the wrong approach.

Ken calls himself a StoryBrand guy, which means he focuses on putting the customer first. The customer is the hero who has a problem and he’s looking for a guide with a plan who can help him achieve an outcome or avoid failure.

On your homepage or any key landing pages, clarity of messages is critical. They must understand within 3-5 seconds of landing on your website what it is you do.

You also have to think about your website’s encryption, as well as how your website performs on a mobile device. Given that 50 percent of all searches happen on a mobile device, your website has to perform well on mobile platforms.

Consider problems in three dimensions

StoryBrand prompts businesses to think about problems in three dimensions: external, internal, and philosophical.

A customer seeking a dentist, for example, has an external problem of a toothache. His internal problem is that he is terrified of dentists because it hurts way too much. The philosophical problem is that it’s 2018, and it shouldn’t be that hard to have a stress-free experience at the dentist.

The dentist will want to keep these problems in mind while he’s creating his marketing materials. People are looking for a solution to help them achieve an outcome.

Think about their before state and their after state. The reason they buy from you is because of the internal problem that they have, and the fact that you have spoken to that internal problem.

Identify that internal problem by interviewing your existing customers. Ask them why they selected you. Why did they feel comfortable working with your business?

Do keyword research and figure out the phrases people are typing in when they are doing searches. Make your content match with the phrases that people are using when they search.

You can determine a lot of the internal, external, and philosophical problems by getting feedback from the people you currently work with as well as those who are out there on the Internet.

Become a trusted resource

I hear from people all the time who tell me that they listened to the show for a year or more before they jumped into my coaching or the TSE Hustler’s League.

Because I shared resources at one point, they come back over and over again. It’s a long-term game, but too many entrepreneurs view it as instant gratification.

You have to think about your website from the customer’s experience.

  • What is the customer’s journey?
  • Do you understand the buying cycle?
  • What information will they need to know along the way?
  • When will they need the information?
  • Where should the content be delivered?

You must map that out and do some strategy work.

Know your customer’s journey

Ken is a Duct Tape Marketing guy as well, so he defines the customer journey as a marketing hourglass.

You’ve got traditional stuff that everyone talks about, such as know, like and trust, but in the world of online where the customer is in control, you really have to think about some kind of a trial offer before they are going to be willing to buy.

Think about giving the customer an opportunity to find out what it’s like working with you in a much lower risk scenario.

When you flip the hourglass over, you’ve got repeat and refer. How do you do more with existing customers? Marketing shouldn’t stop once someone becomes a customer.

Your website shouldn’t be simply an online brochure. You need to actually move them through the process and make it easier for them to decide that you’re the right company, product, or solution for them.

Create lead generation

You must have marketing automation and CRM for your business. There are many great ones depending on the complexity of your business.

If you’re going to work hard to get leads to your website, make sure that you’re showing up when people are doing certain critical searches. Facebook advertising is powerful and cost-effective, and direct mail campaign can be incredibly powerful as well.

You’re going to build the initial relationship online and then nurture it through email sequences that will move people through the decision-making process or the buying process.

When someone comes to your website and watches a webinar or downloads a checklist, what is your followup?

Focus on traffic

Figure out where your customer is spending time online. If you’re a b2b, Facebook may not be the best place for you to start your advertising strategy.

Identify what sources of traffic you want to generate. Will it be SEO? Paid strategy?

Keep in mind your customer’s journey: know, like, trust, try, buy, repeat, and refer.

Don’t buy into the idea that you have to have the perfect website to get started. It’s an iterative process.

Focus on a couple of key pages. If you build only one page the best way you can, don’t get wrapped around the axle trying to make it perfect.

Develop strategies that align with where your customers are already spending time online. The last thing you want to do is fumble away an opportunity.

Think about the customer journey and focus on the problem that you solve. Once you’ve started the customer through that journey, it will help you write effective sales copy and define the before- and after-state.

“Inbound Leads” episode resources

You can find Ken at changescapeweb.com, and on most social media channels as @changescape.

Grab a copy of Ken’s book Social Media Marketing for Restaurants, which is valuable for restaurants and also for any business that has a brick and mortar type of business where they have lots of traffic coming inKen also wrote a book called Reputation Marketing (Marketing Guides for Small Businesses).

Is your CRM functioning properly? It’s important to have a CRM that your team is willing to use.

If you’re unhappy with your CRM, check out Maximizer CRM. If you’re happy with your CRM, check out Maximizer. It has been around a long time, and it’s worth the time to check out the free demonstration.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities. Click on the link to get a free demo of what Maximizer CRM can do for you.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video which is a great way to offer relevant content on LinkedIn.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

SaveSave

SaveSave

SaveSave

Donald Kelly, Inbound, Inbound Leads, New Leads, Sales Leads

TSE 912: What Should Sales Know About Inbound Leads?

Donald Kelly, Inbound, Inbound Leads, New Leads, Sales LeadsInbound is a powerful tool for your organization. We all want inbound leads, but we have to work with our teams to make sure our company will be known by the people who are seeking our product or service. What should our sales team know about inbound leads?

On today’s episode of The Sales Evangelist, we’ll talk about what inbound is, why it’s important, and how powerful it can be for your organization. Sales professionals who are capable marketers will be able to massively impact their own bottom line.

What is inbound?

HubSpot is the leading online site for inbound marketing, and it defines inbound as marketing focused on attracting customers through relevant and helpful content, and by adding value at every stage in a buyer’s journey.

Inbound customers find you through channels like blogs, search engines, podcasts, and social media. So in a nutshell, inbound is where you set up the means to attract people to your website to digest your content.

Many times, our customers fail to find our business because we don’t do enough preparation. We sit back and hope that someone will find us, or that we’ll get a referral.

The goal is to provide education to our customers.

In the opening of the show, I told you about Jan, who tasked her employee Dave with finding new financial software for their company. The existing software wasn’t working, and they needed a new option as quickly as possible.

Dave started by Googling software, which was the beginning of his buyer’s journey.

As an organization, do you have videos on your YouTube or Vimeo or wherever you host videos?  Is there a way for your customers to find videos on your website?

The buyer’s journey

With HubSpot, the journey begins by attracting people who don’t know anything about you.

In this case, Dave is trying to find accounting software, and perhaps you have a blog post on your website titled 10 Things to Know About Buying Accounting Software. Or even 5 Mistakes People Make When Buying Accounting Software.

You must have a piece of content that will help your customer learn more about your product or service. You’re looking to educate your customer.

In the case of this podcast, a potential customer might search cold calling and find a podcast episode relevant to that topic. He’ll listen to the podcast and then perhaps reach out to me or download one of our assets.

Our podcast attracts people to our product.

The conversion state begins when they download something of value from your page. You may have a few emails that you send out which begins the nurturing process. Your sales team might even reach out to him to see if he has questions.

Once they convert or close, you delight them so they’ll give you more referrals.

Think like the buyer

Too many of us neglect the early part of the buyer’s journey: the attraction.

In the attraction phase, you must think like the buyer. What are the top five questions Dave might have as he researches financial software? As the prospect gathers information, what will he discover?

Buyers are doing incredible amounts of research before they come to the sales table. Your job is to educate them.

If you find yourself worrying that they’ll buy someone else’s stuff even after you give them valuable information, you’re likely worrying too much.

In the case of The Sales Evangelist, some people listen to my podcast without buying anything at all immediately. Two years later, they come back and purchase one of our programs or our trainings, but it likely wouldn’t have happened if I hadn’t provided information.

Give your customers things that they need, and especially things they may not know that they need to know.

You can use a video, a checklist, or social media. Give them education and relevant content.

We’re launching a YouTube channel and our Instagram TV on October 1 so people can consume our content via video if they prefer.

The basics

What challenges is your customer facing? What things does she need to know before she buys something?

Attract the prospect. Give her a chance to come to you first. The person she connects with first will most likely be the one she buys from, so increase the odds that she’ll find you before she finds your competition.

In the case of Dave, if you help him look good for his boss, he’ll likely come back and praise you and then send referrals your way. It’s a wonderful cycle.

I share all this stuff with you because I want to help you find more ideals customers. I want you to build stronger value and close more deals. Most importantly, I want to challenge you to go out every single day and do big things.

“Inbound Leads” episode resources

Is your CRM functioning properly? It’s important to have a CRM that your team is willing to use.

If you’re unhappy with your CRM, check out Maximizer CRM. If you’re happy with your CRM, check out Maximizer. It has been around a long time, and it’s worth the time to check out the free demonstration.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities. Click on the link to get a free demo of what Maximizer CRM can do for you.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video which is a great way to offer relevant content on LinkedIn.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.