I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual.
I covered The AI Summit in New York last week because I wanted to learn more about AI and Machine Learning.
According to Tractica, AI is being implemented globally.
AI and Machine Learning used in many verticals and processes. For example, when I compose an email using GMAIL, I received suggestions on how to finish a sentence. To use the GMAIL suggestion, I can tap the right arrow button on my keyboard.
Think about your routine and your processes, I bet that AI influencers your decisions from where to eat to what to watch.
It is important not to fear AI; use it as a tool to be more productive and live better.
Data Privacy
There are many issues on Data privacy with legislation such as GDPR, CCPA among others. Right now we’re are at the level where AI can understand customer behavior and make suggestions.
AI In the Home
I attended an LG Labs event on AI in the home where it was suggested that companies need to collect more customer data to make better products. To convince customers to provide more data, companies need to provide customers with a ROD analysis or Return on Data. The return on Data should measure customer benefits against the amount of data they are providing. For example, in exchange for providing X amount of Data, we improved our product By Y i.e. increased functionality and better user experience. Think of an ROI or ROAS analysis.
The next evolution for AI is to go from predicting current user intent to future user intent based on user actions. Eventually, AI devices will be consolidated and work cross-functionally.
How AI will impact Sales, Marketing and the Customer Experience
Mark Beccue of Tractica opened up the Sales, Marketing and Customer Experience part of the Summit.
Matthew Quinn of Columbia University shares his insights on AI’s impact on Sales and Marketing.
Companies will not have just Salespeople or Machine Learning in the sales process. Instead, to increase Profits companies will have a hybrid model.
A business’s reason for using Machine Learning and AI is to become more efficient, get better insights and better ROI and profits.
Businesses need to think globally by applying cultural diffusion to their business through localization and language translation.
Marketing
AI will improve Marketing KPIs by allowing brands to measure improve linguistic effectiveness.
Shared by Smith Yewell of Welocalize
Customer Segmentation
Shared by Ranjit Jangam of Comcast
How ML can improve Customer Segmentation Data
AI will improve the customer experience by allowing customers to control their buyer journey with less interaction from the seller.
Shared by Priyanka Tiwari of Interactions.
Conversational AI will help power a self-service model according to Gartner.
What is Conversational AI?
Where AI needs to improve
I want to thank The AI Summit for having me as their guest. If you want to use AI to improve business outcomes, sign up for the AI summit in your city.
Last week, I covered the Search Marketing Expo in New York City. Search Marketing Expo has is a great event for SEO, SEM, and Digital Marketing professionals. SMX provides attendees with an opportunity to learn actionable techniques in conference sessions and training workshops. Google and Microsoft provided seminars on various SEM topics.
Organic traffic has reached its peak and will decline.
To keep traffic coming to their sites, Marketers will need to find ways to nudge consumers as Zero click queries continue to grow.
Organizations need to shift their investments in product, content, and brand. Decisions on how to redeploy these resources need to be a company-wide effort.
At the end of the keynote, I met Rand and received a signed copy of his new book entitled Lost and Found.
In Google’s Keynote, I learned how businesses can get an edge during the holidays. I also learned of Google’s plan to use Google Images and YouTube for eCommerce. Google is also allowing businesses to use location-based Ads in Google Maps.
The key insights of the presentation were:
1. According to Google most shopping visits start online.
2.When diners search for a great place to eat the searches are probably happening on a smartphone.
3. When people are online in cars, more than half of them are searching for information on a mobile device making localization and targeting important.
4. . 2/3′s of shoppers say that online video has given them insight and inspiration to make purchases.
5. Shoppers use at least 3 channels or more when shopping.
6. Brands need to provide an omnichannel channel experience all year, especially during the holidays.
7. Sales are happening online and offline. As a result of this shift, Brands need to serve customers on the channels of their choice.
I covered the Product Marketing Community event in New York. Product Marketing Community was founded by Product Marketers for Product Marketers.
Attendees of Product Marketing Community events take interactive workshops led by product marketing leaders and network with their peers.
The event covered how to: build and execute: go-to-market strategy, buyer insights, messaging, content, and sales enablement.
Product Marketing Community founder Rowan Noronha kicked off the event.
Currently VP of Product Marketing for Zix, Rowan has led product marketing for North America (Office of the CFO) at SAP and Cognizant. He also serves as an Advisor to SAAS startups.
Here are takeaways on go-to-market strategy, developing buyer insights, and sales enablement.
Marketers need to develop and deploy a buyer-centric go-to-market strategy.
It is time for marketers to ask better questions about buyers.
Businesses should identify their ideal audience for their offering. Data from this analysis can be used to target better prospects and improve go-to-market results.
Only certain target customers will buy due to internal and external factors.
To grow revenue, businesses need to develop and use better competitive insights. Developing these insights entails examining everything about the competition to identify: strengths, weaknesses, competitor priorities, growing, and under-served markets.
Product Marketing involves more than just supporting the Marketing and Product Management teams. Product Marketers serve Marketing, Sales and Product teams. Each team has different needs and responsibilities. However, they all play a role in growing the business and serving customers.
Product Marketers serve as market experts and translators for teams from across the organization.
What is Product Marketing?
Product Marketing is the discipline of bringing a product to market and nurturing its success. Businesses need to create and market products people want to buy. To do that, they need to use the Pragmatic Framework.
Product Marketers are taking on some Product Manager responsibilities.
Product Marketing needs a separate brief.
Johnathan Hinz of Seismeic shares his insights on sales enablement and its role in marketing.
The lack of Sales and Marketing alignment is due in part to the inadequate amount of customer value mapping relating to the number of buyers types.
Product Marketing Community New York was a great event.
I covered the Product Marketing Community event in New York. Product Marketing Community was founded by Product Marketers for Product Marketers.
Attendees of Product Marketing Community events take interactive workshops led by product marketing leaders and network with their peers.
The event covered how to: build and execute: go-to-market strategy, buyer insights, messaging and content and sales enablement.
Product Marketing Community founder Rowan Noronha kicked off the event.
Currently VP of Product Marketing for Zix, Rowan has led product marketing for North America (Office of the CFO) at SAP and Cognizant. He also serves as an Advisor to SAAS startups.
Here are takeaways on go-to-market strategy, developing buyer insights, and sales enablement.
Marketers need to develop and deploy a buyer-centric go-to-market strategy.
It is time for marketers to ask better questions about buyers.
Businesses should identify their ideal audience for their offering. Data from this analysis can be used to target better prospects and improve go-to-market results.
Only certain target customers will buy due to internal and external factors.
To grow revenue, businesses need to develop and use better competitive insights. Developing these insights entails examining everything about the competition to identify: strengths, weaknesses, competitor priorities, growing, and under-served markets.
Product Marketing involves more than just supporting the Marketing and Product Management teams. Product Marketers serve Marketing, Sales and Product teams. Each team has different needs and responsibilities. However, they all play a role in growing the business and serving customers.
Product Marketers serve as market experts and translators for teams from across the organization.
What is Product Marketing?
Product Marketing is the discipline of bringing a product to market and nurturing its success. Businesses need to create and market products people want to buy. To do that, they need to use the Pragamtic Framework.
Product Marketers are taking on some Product Manager responsibilities.
Product Marketing needs a separate brief.
Johnathan Hinz of Seismeic shares his insights on sales enablement and its role in marketing.
The lack of Sales and Marketing alignment is due in part to the inadequate amount of customer value mapping relating to the number of buyers types.
Product Marketing Community New York was a great event.
Propelify is an event where people from across the Northeast can turn ideas into action.
Officials from the New Jersey State government attended. They offered entrepreneurs resources to start and/or scale their business in New Jersey.
New Jersey Tech Council CEO Aaron Price and New Jersey Governor Phil Murphy delivered the opening keynote. In their keynote, Aaron and Governor Murphy discussed Propelify’s mission and why businesses should consider New Jersey.
There were additional talks on topics from Cannabis, Customer Experience, Marketing, Sales, Recruiting and Entrepreneurship.
Cannabis: From New Brand To IPO In A Prohibition Market panel.
Rebecca Price moderates a panel on The Science Behind Smart Recruiting and Seeing Thru the Resume.
Entrepreneurs networked with investors. There was also a Startup competition.
Exhibitors represented diverse entities ranging from Government, Advertising, Financial Services, CPG, HRTech, Universities, Incubators, Accelerators, IT, Healthcare and E-commerce brands.
I covered Advertising Week in New York. Advertising Week is where the best minds of Marketing and Advertising meet to share and learn best practices.
Matt Scheckner Global CEO of Advertising Week shares his thoughts at the opening breakfast.
There were great panels and workshops.
My key takeaways from Advertising Week 2019 were:
1. Brands need to better understand emotional intelligence and be able to apply it to their content creation. Other emotions besides happiness drive purchases. Spencer Gerrol the CEO of Spark Neuro shares insights from a biometrics study on how emotion in content affects brand value.
Spencer also did a live demonstration showing how the brain responds to Ads in real-time.
2. According to Gary Vaynerchuk, Marketing is becoming more like Sales in terms of being results-driven. Brands will eventually need to create up to 500 pieces of content per day to engage the ever-increasing buyer personas and customers’ tastes. Gary also shared the idea that LinkedIn is the best platform for organic reach.
3. Brands need to organize their organizations around the customer journey and experience. Philips SVP of Digital Marketing and E-commerce Blake Cahill shared how the company is organizing and transforming around the Customer Journey. He provided actionable steps companies can take to better serve customers.
4. The funnel of today will look like a flywheel by 2030.
Nikki Issac of Mircosoft shares Microsoft’s Research on Marketing and the Customer Journey. She also moderates a panel with Esteban Ribero of Performics.
Brands need to use data and AI to better understand their customers. According to research conducted by Microsoft, only 20% of today’s marketers have a high customer experience quotient (CXQ). A high(CXQ) means that brands fully understand user intent to create their customer journey; improving their performance to increase customer engagement.
Why should Brands be Customer-Centric? Brands that were Customer-Centric saw a 45% increase in ROI/ROAS.
We will see the rise of the Chief Journey Officer or CJO.
Where are you on the Journey?
5. Brands need to understand the role of Social Media in Customer Journey and how it impacts customer buying habits and decisions.
Businesses need to improve how they use Social Listening
and Analytics tools to understand customer intent.
A framework needs to define and address KPIs at each touch-point in the customer journey.
Why is this important?
More Marketers believe Social Listening is important.
6. Brands need to apply design thinking to cultivating empathy for end-users, interpreting and framing problems they experience, creative solution generation, and continuous prototyping and testing. The goal is to provide creative solutions for the end-user.
7. Brands need to listen and understand the customers of tomorrow. It is not just about Gen Z but Gen Alpha. Gen Alpha will be more active on social issues and more open to challenging the status quo than Gen Z.
8. According to Samsung Ads, with the rise of the Connected TV, Brands will be able to track and measure the effectiveness of their TV ads, similar to online advertising. Targeted TV is of critical use for advertisers because TV is viewed on Mobile, Desktop, Native Smart TV and Display. Advertisers expect to be able to track customers across platforms while producing ROI/ROAS reports just like online advertising.
9. Televised sports will increase its presence in Television programming. Soon, Sports Betting will be Televised according to CEO Chris Ripley of Sinclair Broadcast Group. Eventually, gamblers will be able to view Sporting events and place bets in real-time over their Smart TV and/or connected devices. This will provide gamblers with great customer experience.
10. Any business can use technology and creativity to: build community, start and scale an eCommerce business, create content and campaigns that convert.
Facebook’s Mark D’Arcy, CCO and VP of Global Business Marketing showed how to do this using Facebook.
Mark also spoke on Facebook’s social initiative Boost with Facebook. Boost with Facebook helps break down socioeconomic barriers by offering people the chance to up-skill on everything from using Facebook to finding a job. Boost with Facebook is a combination of online learning and live workshops.
Advertising Week 2019 was a great event. I want to thank everyone that made the event possible. On a personal note, I want to thank Matt Scheckner the Global CEO of Advertising Week and the Sunshine Sachs Communications team for having me as their guest.
I covered the Digital Agency Expo in New York. For those of you who are unfamiliar with this event, Digital Agency Expo is a conference focused on how to build, grow and scale a Digital Agency in 2019.
Ryan Deiss, the co-founder, and CEO of Digital Marketer opened up Digital Agency Expo.
In his opening talk on how to recession-proof a Digital Agency, Ryan identified three Key skills that agency owners and marketers need to master for success.
1. Master the skill of Copywriting
2. Master Email Marketing
3. Be able to create Partnerships
Ryan challenged the concept of a Full-Service Agency. He also argued against the notion that a bigger Agency is more profitable and can consistently produce high-quality results.
Ryan also recommended books to read along with a model for a successful agency.
It was an insightful talk.
Another great talk was delivered by Keap CEO Clate Mask. He outlined the five Stages of Agency growth. Clay also shared how he struggled to get his business off the ground. He kept going despite being told to get a job. His advice for when things get tough:
Evan Radisic of Proposify shares the State of Proposal research. Proposify examined 1.6 million proposals creating a blueprint of a winning proposal.
One of my favorite talks was the Keynote by Gary Vaynerchuck. Gary shared how to create, grow and scale a digital agency. He shared how he built multiple businesses on a shoestring budget despite his humble beginnings. Gary also took questions from the audience. I have included a portion of the talk here.
I attended EdSurge ImmersionNYC this past Friday. The event was designed for EdTech startups that are looking for Advice in the areas of Marketing, K-12 Sales, Scaling Up and Exiting. Attendees had the opportunity to hear from leaders at Various Education organizations ranging from CEOs, Founders, School Superintendents, and Venture Capitalists.
I enjoyed the presentation provided by Brett van Zuiden of Clever. In his presentation, he reminds us to think of users when designing products versus the way we would use a product.
He reinforced the idea that great product design cannot happen without truly understanding our customers.
Attendees had the opportunity to take three Clinics led by experts in Sales, Marketing, Scaling up and Exiting. I enjoyed the clinics because they were customized and led by experts.
The clinics that were most relevant to me, were two clinics on Marketing and one on Selling to K-12 school districts. I was able to meet and connect with many great entrepreneurs in the clinics. We received advice that was customized and actionable.
There were also many opportunities to network throughout the event.
EdSurge also announced the upcoming launch of its new service called EdSurgeIntelligence.
The services will apply a fresh approach to market intelligence and learning for investors and executives. EdSurgeIntelligence will allow users to analyze trends from early childhood through higher ed, the workforce and more.
I want to thank the Edsurge Team for having me at Edsurge ImmersionNYC.
I covered the Digital Marketing World Forum in New York this past week.
There were great discussions on Digital and Social Marketing. The topics ranged from the customer journey, customer experience, customer retention, personalization, using data, and privacy legislation.
My key insights were:
1. To improve customer retention, brands need to understand their customers to personalize their experiences across all touchpoints. Marketers from different verticals shared how they were able to improve customer loyalty and retention by personalizing and creating customer experiences across all touchpoints.
2. Many times, customer data tells a story that contradicts preconceived hunches and opinions. Marketers from T-Moblie and Decoded found this out when they marketed Cell Phone plans to the 55+ community.
3. Marketers have the tools to better understand their customers and to track the results of their efforts faster than ever before. These tools empower marketers to improve the customer journey and experience. With this power comes the obligation to better serve their customers and to quickly pivot when their tactics and strategies are not effective. Marketers with different products and services shared their stories and strategies.
4. Companies that are going to use Chatbots to serve customers need to train Chatbots to handle complex requests from customers. Chatbots should not be used to answer questions like the hours of a store or simple information that can be obtained from a website.
5. Privacy Legislation similar to GDPR is coming to the United States. Laws in California and Nevada are being enacted in 2020. OneTrust shared how Marketers can prepare and comply with the Californa Consumer Privacy Act (CCPA).
I covered Voice Summit last week at NJIT in Newark, New Jersey. Voice Summit is the largest voice tech conference that brings the conversational design ecosystem together in one place.
Last year was the first Voice Summit. It was amazing to see how the industry has advanced in the past year. This year, the conference grew to over 5,000 attendees!
Voice Summit was a great place to network. Many Voice Startups demoed their offerings as well.
Founder Pete Erikson shares the story of Voice in the opening press conference. Pete shared the podium with Voice industry leaders and Newark Civic Leadership.
The conversation in Voice has shifted from should brands have a Voice Strategy to how to effectively incorporate voice technology across the organization. Attendees had opportunities to attend hands-on voice workshops on topics ranging from creating brand guidelines to building a voice strategy from the ground up. I took the Voice strategy workshop conducted by Brett Kinsella of VoiceBot.Ai. We received a workbook that had questions that served as building blocks to build our voice strategy.
I had was able to get a look at the Expo Floor where I was able to meet exhibitors and explore the Amazon Smart Home. It was amazing to see how voice technology has transformed the home experience. In this video, I was able to ask Alexa to play Who Wants to Be a Millionaire and to play music, etc.
Marketers have many opportunities with Voice and Audio Content according to Voices.com research. Content takes the form of short and long-form ranging from Flash Briefings up to Audiobooks.
However, when it comes to smart speakers only, 18% of users discover skills from brand advertising according to Vixen Labs.
Brands need to prepare to change their Marketing and Advertising for Voice. A panel shared their thoughts on how to improve how to achieve this aim.
Edison Research and NPR conducted market research on the topic of smart speaker customer behavior. The number of smart speakers in U.S. homes grew 78% from December of 2017 to December. The research packed with data you can see here.
Brett Kinsella led a panel where Marketers shared how they have developed and implemented their strategy for Voice.
Steve Keller of Pandora shared his thoughts on the topic of Sonic Branding and Sound Business.
On a side note, NJIT was nice enough to provide me with a tour of the start-up incubator and co-working space opening this September. I was able to see areas being built from the ground up just as startups are.
I also was able to see the Alexa Cup which is Amazon’s initiative to pair Marketers and developers to work on projects such as Female Empowerment and Mental Health.
What touched me on a human level was the closing keynote entitled “A journey through a deaf developer’s eyes.” In this keynote, Thomas Chappell of Prudential shared his story. Thomas is unable to speak.
After his talk, I was able to meet him. People communicate with him using Voice to speech technology and American Sign language. I was able to use the technology on a smartphone to have a full conversation with him.
Voice Summit was an amazing conference. I want to thank Pete Erikson, the Modev Team, NJIT, the City of Newark, and the State of New Jersey for having me as their guest.
I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual.
High-quality content created on a blog or newsletters has amazing potential to be shared, increasing readership. However, just creating content; sharing it in its original form on many channels multiple times will continue to yield diminishing results. Results are diminishing because Social Networks and the blog-sphere are bombarded with content. As a result, quality content will be overlooked. Now if you are reading this confused about what to do next, relax you are not alone. When I started blogging I thought the very same thing. Here is where content repurposing can help.
Creating Channels for Content
However, before content can be repurposed, channels to share the content must be established in addition to a blog and LinkedIn. These additional channels that you create will ensure that your content reaches a broader audience which increases opportunities for social sharing. I would start by creating accounts on other social networks such as Twitter, Facebook, Instagram, YouTube, and Slideshare.
The first I would do is to change the wording of the title or put the title in the form of a question. Putting the title in the form of a question invites the audience to weigh in.
Your title should reflect the topic that you are writing about while being engaging to readers. Most people skim the headlines as they are overloaded with content.
Additional popular titles and content ideas include:
How to’s,
1.lists ex 7 ways to _______
2.Ask Me Anything/ Questions and Answers
3.What I learned
4.Trends in
5.Newsjacking a story with your analysis
6 Coverage of industry events sharing trends and insights
7.Interviews with Industry leaders
Calls to Action
A great call to action would be: feel free to comment, or ask a question of the reader at the end of the post. Other calls to action could be a link to a website, landing page, content, etc… using words like learn more, read more, see a demo, contact us to name a few.
By having a call to action to comment, readers are more likely to start a discussion and share the content. It is important to talk with your audience and not at them.
SEO tags Keywords
Make sure to pick keywords that reflect your topic. LinkedIn, WordPress, and Tumblr allow users to include as many as they would like while Medium’s platform allows only five.
Images
Make sure when you upload an image that it reflects what your post is about.
About the Author section
I would add an about the author section at the bottom of each article. This is another great way to showcase the author’s expertise; incorporating a call to action such as: see how we can help or click here to sign up for a free demo.
Repurposing Formats beyond a blog
The contents of the article can be put into different formats such as a PowerPoint, YouTube video, ebook, whitepaper, newsletter, publication, and Podcast. All of these formats can be uploaded to SlideShare. The article can be published to LinkedIn’s publishing platform as well. Your article can also be written having presentations and videos embedded in the article itself. Content can be cross-promoted across content and social channels, in calls to action; embedded, and in links. There are endless ways to repurpose content.
The overall content strategy should be based on how your customers learn and the types and format of content based on their wants and needs.
Another key element to creating both customer-centered presentations and digital content is knowledge of buyer learning styles.
Customer-Centered Sales & Marketing Presentations
Developing Your Presentation
When you start to develop your presentation, it is important to know your prospects’ business. It is imperative to know your products and services; specifically how the prospect can benefit from them. As a salesperson, it is your responsibility to uncover what the prospects’ needs are. The next thing that has to be done is to know how your company and your products compare to the competition.
How do buyers learn best?
There are three learning styles, Visual, Auditory, and kinesthetic. 65 percent of learners are Visual but this is not everyone.
Product knowledge is a must. (You should also know what motivates the prospect to buy.) Based on whom your prospect is currently using as a supplier, you can use this information to show how you are better than whom they are currently using. Only after you have done this research are you ready to move forward.
Preventing Objections
Make sure the sales and marketing content in your presentation is thorough and can answer as many questions as possible. Your goal is to prevent objections and questions by prospects by covering them in your presentation.
Testimonials
Make sure to have testimonials from loyal customers with you. (Many times prospects will ask who else you have worked with before considering you.) Make sure to include product specifications and an ROI analysis if the product you are selling is a big-ticket item.
Practice
You should also practice your presentation to make sure it sounds polished. Get your manager and colleagues to watch your presentation and critique it. Filming yourself and watching your presentation will help you improve.
Remember to not be nervous and to convey your enthusiasm through your tone of voice and body language. Do not cross your arms and make sure to make eye contact with your prospect. Make sure to speak slowly, clearly, and in a loud voice.
Delivering Your Presentation
Your presentation should include a demonstration of your product whenever possible. You should coordinate with your prospect to make sure there is a projector available if you are going to use visual aids. Also if you are going to use PowerPoint or any visual aids, make sure to use them only when necessary to supplement your presentation. Remember you are conducting the presentation, not the visual aids.
Customer/Prospect Engagement: Making the Presentation Customer Centered
Make it a point to get prospects involved in your presentation. It is about engaging your prospect. Have them plug things in, play with the buttons, etc… You want the prospect to develop an attachment with your product. Presenting in a way that prospects feel comfortable learning and processing information.
How do buyers learn best?
There are three learning styles, Visual, Auditory, and kinesthetic. 65 percent of learners are Visual but this is not everyone.
Handling Objections & Stalls from Prospects
In sales, everyone has to be able to overcome objections to be successful. The best way to overcome objections is to prevent them. This can be done by providing a thorough sales presentation that covers all the information about your products and services. Also, you must address any questions the prospect has immediately. However, objections will come up from time to time. Some of these objections are real buying signals and others are just stalls to put you off. As a Salesperson, you need to be able to tell the difference.
1.I am happy with my current supplier.
When you call on a prospect they say we are happy with our current supplier, this can mean one of two things. The first is that they are truly happy and the second is that they want you to get lost. (A stall) You need to be able to tell the difference. You should be able to tell by a prospect’s body language and level of attention.
If it is the first scenario, you should find out what supplier they currently use. When the prospect tells you it is your job to demonstrate how you are better. Once you feel that you have demonstrated how you are better, ask for a commitment or small order. By asking for small order, you provide the prospect an opportunity to take a chance on you with minimal risk. I have had a lot of success with this approach.
If the scenario is the second one, the prospect will not provide you with any information or say that they deal with a company or person for 20 years and they do not want to change. In this case, I would still ask for the order. Should the prospect say he is not interested again, I would thank them for their time and leave. You should call on this prospect a few more times and then only call on them every two months. You need to focus your time on prospects that are receptive to you and your offering.
2.I want to think it over.
When you hear this, what the prospect is saying is I am interested but I am not convinced. You should ask the prospect what specifically about this offer do you want to think over? Your goal here is to uncover the real objection. If the prospect gives you a specific answer, you are in business. Address the objection and ask a closing question. Say if I can handle XYZ, is there any reason why you would not purchase this product. Should the prospect say, no you covered everything, this means that they are either stalling, not interested in your offering, or will not tell you the real issue they have with your product. If this is the case, ask when they plan on making a decision and follow up with them in that time frame.
3. I need to consult another party.
This can be a stall to put you off. You will need to determine this by the prospect’s body language and the level of attention you receive. When the prospect tells you this, you should ask for a meeting with the prospect and the person they need to consult. Should the prospect agree to this, you have a chance. If they will not agree to a meeting, it is a stall and they are not interested in your offering. However, I would still call on them a few more times. If you have no success, call on them every two months.
4. I am not the Decision-Maker. — The Columbo Technique
During some cold calls to dental offices, I was not able to obtain the information that I needed to overcome prospect objections. This occurred because the person I was speaking to was not the decision-maker. As a result, they were reluctant to talk for fear that they would say the wrong things or give away too much information on their bosses’ business. Despite their reluctance, I would continue to talk with them, build rapport and bond. I would ask to speak to the decision-maker but many times they were not in the office, or the person I was speaking with would not want to disturb them for fear of getting reamed out when I left the office.
When this was the case, I would use the Columbo technique to get the information that I needed. I would turn to leave the office, put my hand on the doorknob and ask who their supplier was or when I could catch the boss. Usually, the person I was speaking with would provide me with a lot of information about the prospect. Even more, than I expected! This is because the person that I was speaking with put their guard down. After all, they thought I was leaving the office so one last question didn’t seem so bad.
During other cold calls, I was able to speak to the decision-maker. I would build rapport with them and try to obtain as much information as I could to overcome their objections. Many times the prospect would be reluctant to give me information; stating that they were happy with their supplier or they were too busy to speak to me. When they used the supplier objection, I would employ the Columbo technique; turn to leave and ask who their supplier was. Many times they would tell me and I would ask them for a few moments of their time to show how my products were better. I would get the time and close the prospect on giving me a trial order. I developed some of my best customers this way. Other times, I was able to obtain a follow-up appointment with the prospect.
The key to the Columbo technique is to get prospects talking. Even if it’s about things not related to their business at first. You want to make them comfortable talking with you. Next, you want to save the question you want to know for the end of the conversation because the prospect will most likely answer it thinking you are going to leave their office. In other words, their guard is down.
The Columbo technique is a great way to close sales and obtain information.
Your price is too high.
Emphasize the quality of your product along with the level of service you will provide. Next, you should demonstrate to the prospect how your offering’s total cost is less than the competitors over the life of the product. This is when you can bring up the competition showing how your products are superior in terms of product features and benefits using market research. Testimonials or social proof from loyal customers can also help. By taking these steps you demonstrate that your product is valuable and increase your chances of making the sale. (Provided this is the real objection.)
5. We spent our budget.
If they say the money is not the budget, ask If I can offer delayed billing or a payment plan would you be able to take delivery? If the person needs approval from another person, ask to present your product to that individual with your prospect’s endorsement. Should the company want and need your product, they will find a way to pay for it.
6. I had a bad experience with your company.
I would apologize to the prospect about the experience. Tell them you are the new rep and that you will not let anything bad happen on your watch. Ask them to give you a chance. This will not work all of the time.
7. Call me After the Holidays.
During the holiday season, many people are in holiday and party shopping mode. from Black Friday, Cyber Monday, and many other things. Also, everyone is thinking about going to parties. So the last thing on your customer’s and prospects’ minds is to make a year-end purchase; unless they receive a year-end tax advantage. As a sales rep, you are under pressure to close deals so you can earn that bonus. Unless your customer is in a buying mood, you are going to hear the objection “call me after the holidays”. If you have done business with this customer, you will have an easier time than if you are making a cold call.
To combat this objection. You have to attempt to get around this objection. If your offer is time-sensitive or if you can provide a break on pricing or payment through a special promotion for example no payments for 3 months; make your customer aware of them. However, at this time of the year, you will get customers and prospects who just don’t want to deal with you and your offering. As a sales rep, it is your job to be able to tell if the customer and prospect are telling you the truth. In other words, you need to qualify their objections. This means following up with every customer and prospect even when things look bleak.
Should your customers and prospects insist that call you after the holidays, I would find out which holiday they mean. Next, I would pin them down to a specific day and time to call back. I recommend sending your customers and prospects a holiday card with a little note reminding them about the appointment; stating how you look forward to speaking with them on the specific date and time. Once this time comes, I would hold them to their promise. Deliver your presentation and ask for the business.
Post Presentation Follow up
After you leave, be sure to follow up with a hand-written thank you note. Even if you did not make the sale, it is important to be grateful to the prospect for their time. You want to stay in front of the prospect because things always change. There is always a next time!
How do you create sales and marketing content and presentations?
I’m a Strategic Marketer with Field Sales, Sales Enablement, Content Creation, and, Classroom Teacher/Trainer skill-sets using Marketing to drive Sales/Growth.
As a Marketer, I’ve worked with Start-Ups, a Political Campaign, and a Digital Marketing Conference. I’m certified in Inbound Marketing with classes in Marketing, Product Management, Product Marketing, SEO, SEM.
Before teaching, I was an Outside Sales and Marketing Rep. selling and marketing dental products to Dentists using consultative selling, trade show marketing, field marketing, and market research.
I publish Sales, Marketing & Social Media Today a blog covering industry events and trends.
Articles and insights have been featured, mentioned, and, referenced in:
•SlideShare for being in the top 5% of profiles viewed in 2014
•LinkedIn Profile was in the top 1% of profiles viewed out of 200 million members in 2012
I’m seeking a full-time role in:
Inbound Marketing, Digital Marketing, Content Marketing, Product Marketing, Demand Generation, Social Media Marketing, Sales Enablement Enablement, Sales Strategy, Marketing Strategy, Employer Branding, Recruitment Marketing. Reach out to start a conversation on LinkedIn or email me at dan@dangalante.com
Posted 139 weeks ago
Sales, Marketing & Social Media Today
I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual.
A LinkedIn profile is a great opportunity to showcase who you are and what you can do for others. To effectively showcase yourself with your LinkedIn profile, you need to be able to tell a story that is credible and engaging. How do you tell a story on LinkedIn with your profile? There are 8 steps you need to take to optimize your profile for storytelling.
1. Creating a Great Headline
A headline is equivalent to the title of a book, essay, or story. The headline should be engaging. Like a story, the reader decides if they want to read more or move on. Using the automatic headline that lists your job title is a mistake. It is boring and makes you just like everyone else. It demonstrates that you lack creativity.
Your headline should be a short introduction showing how you help others in your current role. This is key if you are happily employed or if you are looking to advance in your current field. If you are looking to change careers, the title should demonstrate how you can take the skills and insights that you have developed and apply them to the career that you aspire to obtain. In other words, the headline should be able to answer the question “What are you looking to do or what do you want in your next role?”
2 Uploading a Photo
LinkedIn profiles include large amounts of text. Similar to a story, text alone is not visually appealing. This is where a photo can help. When you upload a photo to your LinkedIn profile, your profile comes to life; similar to cover art on the front cover of an autobiography. Remember your profile is your story and brief career autobiography.
When you chose a picture, make sure that it is clear and makes you look professional.
3. Recording an introduction
LinkedIn also lets you record a 30-second introduction to your audience.
4. Crafting and Creating a Summary/Presentation
Your summary should reflect and expand on the headline. This is the place where you provide a brief overview that supports the headline, thesis, and title of your story. Your summary is a place to introduce yourself to your audience. It is important to keep your audience in mind. Put yourself in the place of the reader. Would you want to read your profile if the roles were reversed?
Once you introduce yourself, tell your story. Explain your background, where you are today, and where you want to be in the future. Make sure to include how your current skill set and experience have helped others and how these skills can be applied to a new role. When you list your work experience, make sure to back up your headline and summary. Think of this as your body paragraphs.
You can also share links to a digital portfolio, website, or whatever boosts your profile appearance.
5. Describing your work experience
As I mentioned above, the work experience section of your profile is the body paragraphs of your essay and story. It should be listed in chronological order. Each position that you describe should have specific examples of how you helped others in the role. LinkedIn also allows users to upload presentations and videos of their work. This can serve as a digital portfolio of your work that people can view. The next thing that I would do is obtain recommendations. You can also share your presentations from Slideshare on LinkedIn as well.
6. Obtaining Recommendations and Endorsements
A LinkedIn recommendation serves as proof that you have done excellent work in your position. These recommendations should be from coworkers, supervisors, and customers that you have served. They should serve as the conclusion to your story and essay where your claims are verified and validated. Recommendations should not be given away freely; doing that will undermine your credibility.
Endorsements are a quick way for someone to say that you are good at a particular skill without needing to write a recommendation. LinkedIn allows users to list up to 50 skills that connections can endorse.
7. Open to Work/Open to Hire
LinkedIn allows users to share if they are open to working or looking to hire. This is a nice addition to their job seeker and job posting experience. I am currently looking for work.
As you can see, LinkedIn allows you to list 5 job titles along with your desired work type location, etc. While I chose to make my job search public, LinkedIn allows users to make their open-to-work status visible to only recruiters to protect the anonymity of job seekers.
Recruiters and hiring managers can also share that they are hiring for roles by using the Open to Hire frame.
8. Creator Mode
LinkedIn allows you to display 5 topics on your LinkedIn profile to show potential followers when you turn on creator mode. Creator mode also allows you to reach your audience in new ways with tools such as LinkedIn Live, Audio Event, Newsletters, and follow on LinkedIn.
Putting it all Together
Using these 8 steps will allow you to create a LinkedIn profile that can help you tell a credible and engaging story to potential customers and employers.
How have you used your LinkedIn profile to tell your story?
I’m a Strategic Marketer with Field Sales, Sales Enablement, Content Creation, and, Classroom Teacher/Trainer skill-sets using Marketing to drive Sales/Growth.
As a Marketer, I’ve worked with Start-Ups, a Political Campaign, and a Digital Marketing Conference.
I’m certified in Inbound Marketing with classes in Marketing, Product Management, Product Marketing, SEO, SEM.
Before teaching, I was an Outside Sales and Marketing Rep. selling and marketing dental products to Dentists using consultative selling, trade show marketing, field marketing, and market research.
I publish Sales, Marketing & Social Media Today a blog covering industry events and trends.
