If there were one word to describe the future of marketing departments, you might say it's "accountable." Increasingly company executives want to know how marketing will contribute to the firm's top-line revenue growth, and marketers need to start providing answers, says Debbie Qaqish, author of Rise of the Revenue Marketer.

Direct download: Revenue_Marketer_Qaqish.mp3
Category:podcasts -- posted at: 7:00am EST

Sales and marketing teams might think they're helping their company grow. What they don't realize, however, is that in many cases, they unknowingly do the opposite. Listen as Guido Quelle, author of Profitable Growth, explains what they do that prevents a company from growing.

Direct download: Sales_Marketing_Practices_Quelle.mp3
Category:podcasts -- posted at: 7:00am EST

Selling B2B professional services can be a long and complex process. It's a dance buyers and sellers do over a period of time that is full of opportunities for sellers to differentiate themselves. Developing trust, however, doesn't have to take a long time. Sometimes you do or say something, and in an instant the buyer lets down his guard. The key is to recognize and act on trust-building opportunities.

Direct download: Establish_Trust_Quickly_Howe.mp3
Category:podcasts -- posted at: 7:00am EST

No one likes to be told what to do. And that applies to your buyers as well. If you just tell them what you think they should do, you will be met with reluctance and resistance, says John E. Doerr, President of RAIN Group. You will have much greater success if you collaborate with them. In this podcast, Doerr explains why collaboration is important and outlines how to create a collaborative relationship with your buyers.

Direct download: Collaborating_with_Buyers_Doerr4.mp3
Category:podcasts -- posted at: 7:00am EST

Providing great products and services is expected in today's competitive environment. You need them just to play in the marketplace. To win, you have to think about your interactions with customers. It isn't about how much you can sell, says Niraj Dawar, author of TILT. It's about what else your customers need.

Direct download: Customers_needs_Dawar.mp3
Category:podcasts -- posted at: 7:00am EST

Content marketing is not new. John Deere has been doing it since 1895 when it started publishing its Furrow magazine. And several B2B firms, such as OpenView Labs, are having huge success using it to attract prospects and grow business. Still there are holdouts. If you, or the executives at your firm, don't think content marketing works, Joe Pulizzi, author of Epic Content Marketing, suggests trying these two methods.

Direct download: Content_Marketing_Benefits_Pulizzi.mp3
Category:podcasts -- posted at: 7:00am EST

Money might make the world go round, but it isn't enough for salespeople—or the companies they work for—to achieve long-term sales success. In this podcast interview, sales coach and author Lisa McLeod explains how having a noble purpose drives individual sales success and turns average-performing companies into top-tier organizations.

Direct download: Noble_Purpose_Sales_Success_McLeod.mp3
Category:podcasts -- posted at: 7:00am EST

Buyers and sellers don't always see eye to eye. Things buyers consider important sometimes aren't even have sellers' radar. And those gaps can create friction or worse cause a sale to be lost. Listen as Lee Frederiksen, author of Inside the Buyer's Brain, explains the three biggest gaps between buyers and sellers and how to close them.

Direct download: Buyer_Seller_Gaps_Frederiksen.mp3
Category:podcasts -- posted at: 7:00am EST

You might run or work for a B2B service provider, but at the heart of it you are a human dealing with other humans. That means your marketing should reflect that, says Simon Pont, author of Digital State. Don't talk at or to people. Have conversations with them, as well as encourage customers to talk with one another.

Direct download: Think_C2C_not_B2B_Pont.mp3
Category:podcasts -- posted at: 7:00am EST

Before you can sell anything, you have to know what your buyers want. That means you have to talk with your clients and prospects. It seems logical, but many entrepreneurs and business owners are reluctant to do that, says Drew Williams, co-author of Feed the Startup Beast. Listen as Williams explains his seven-step guide to achieving outrageous sales growth and the success companies are seeing by using it.

Direct download: Outrageous_Sales_Growth_Williams.mp3
Category:podcasts -- posted at: 7:00am EST

If you want prospects to respond to you, you have to speak their language. And those languages include the devices and mediums in which they like to communicate. That means if your prospects prefer to communicate via Twitter, you have to know how to use Twitter. If your prospects prefer to communicate via text messages, you have to communicate with them via text, says Marc Ostrofsky, author of Word of Mouse. And if you don't know how to use those things, hire someone who does.

Direct download: Communicate_with_Prospects_Ostrofsky.mp3
Category:podcasts -- posted at: 7:00am EST

The professional services world is changing, and it isn't all for the better. Increasingly, clients focus on price, especially when using RFPs, and that can drive down the fees providers receive. To make sure you get project at the fee you deserve, you must start working with the prospect well before the project goes out to bid. Listen as Ori Wiener, author of High Impact Fee Negotiation and Management for Professionals, explain what you should do and how to prevent profitability leaks.

Direct download: RFPs_and_fees_Wiener.mp3
Category:podcasts -- posted at: 7:00am EST

United Airlines is a storyteller; JetBlue is a storydoer.  Reebok is a storyteller; Nike is a storydoer.  Dr. Pepper is a storyteller; Red Bull is a storydoer. What's the difference? Storydoers tell their story through action rather than exposition. They enact it by creating experiences or products that are so compelling that people want to tell everyone about them, says Ty Montague, author of True Story. In this podcast he explains the benefits of storydoing and how to turn your firm into a storydoer.

Direct download: Montague_Storydoer_vs_Storyteller.mp3
Category:podcasts -- posted at: 7:00am EST

Buyers have changed. They don't like taking sales calls, they don't want to be told what to do, and they really don't want to sit through long PowerPoint presentations, says Josiane Feigon, author of Smart Sales Manager. What they want are intelligent salespeople who will pay attention to their needs and educate them.

Direct download: What_Buyers_Want_from_Salespeople_Feigon.mp3
Category:podcasts -- posted at: 7:00am EST

Search engine optimization (SEO) is often confusing, especially when search engines continually change their algorithms. Strategies that may have worked in the past might no longer work or worse could hurt your website. Listen as Jeff Quipp, Founder and CEO of Search Engine People, explains practices that no longer work and what businesses should do instead.

Direct download: SEO_Practices_Quipp.mp3
Category:podcasts -- posted at: 7:00am EST

Everyone loves a good story, and that includes your buyers. A good story triggers an emotion, and if the situation is similar to your buyer's, it makes them feel the problem could also happen to them. If you can show how you or your service helped the subject overcome the conflict, then you're one step closer to winning the sale.

Direct download: Storytelling_in_Sales_Davis.mp3
Category:podcasts -- posted at: 7:00am EST

Certain behaviors determine a person's sales effectiveness—such as asking the right questions, uncovering the buyer's true need, and developing rapport with the buyer. What you might not know is selling with purpose, truly wanting to make a difference in clients' lives, can also lead to more sales. In fact, organizations that have a higher sales purpose outperform organizations that are focused on just producing revenue, says Lisa McLeod, author of Selling with Noble Purpose.

Direct download: Noble_Sales_Purpose_McLeod.mp3
Category:podcasts -- posted at: 7:00am EST

The natural tendency is to appeal to all buyers, providing everything and anything people might need.  If you do that, however, you will have less business. When you specialize and differentiate, you will be much more successful, says Lee Frederiksen, co-author of Professional Services Marketing, Second Edition.

Direct download: Specialize_and_differentiate_Frederiksen.mp3
Category:podcasts -- posted at: 7:00am EST

Buyers are in control of the buying process. In fact, most of the process is complete before they even contact you. They've already done the research: searched the web, read reviews and reports, and talked with their friends. That's why content marketing is so important, says content marketing evangelist Joe Pulizzi. To succeed at content marketing, however, you must have a content marketing strategy.

Direct download: Content_Marketing_Buying_Process_Pulizzi.mp3
Category:podcasts -- posted at: 7:00am EST

Ideally when you meet someone at a networking event, you end the conversation by scheduling a time to meet later and continue the conversation. A lot of the time, however, all you leave with is a business card that gets put into the top drawer of your desk with all the other cards you've collected over the years, never to be touched again. To prevent those opportunities from being wasted, Nancy Fox suggest following her 30-minute follow-up process.

Direct download: Networking_Fox.mp3
Category:podcasts -- posted at: 7:00am EST

A lot of people are afraid to ask for referrals because they think they will appear pushy, needy, or unsuccessful. And some people don’t ask because they’re afraid of rejection. The truth is asking for referrals doesn’t make you look like any of those things. Further, not getting a referral is not a failure, says Bill Cates author of Beyond Referrals. How you ask for a referral does affect your chances of receiving one, however. Listen as Cates explains how you should ask for one.

Direct download: Asking_for_Referrals_Cates.mp3
Category:podcasts -- posted at: 7:00am EST

There's a mania around content marketing like there was around social media marketing a few years ago. Everyone knows they need to do it, but they don't know why and they don't know how to do it well. As a result, there's a lot of junk out there and intense competition for buyer attention. For content marketing to work, the content you produce must be useful and helpful, says Jay Baer, author of Youtility. More than that, you have to produce content that your buyers love.

Direct download: Create_Useful_Content_Baer.mp3
Category:podcasts -- posted at: 7:00am EST

When someone says your price is too high, you haven't done your job. You didn't build value. You didn't show the person the value you provide is worth more than the price. To help you do that—and make price a non-issue—Kurt Mortensen, author of Maximum Influence, explains three pricing strategies.

Direct download: Make_price_a_non-issue_Mortensen.mp3
Category:podcasts -- posted at: 7:00am EST

Companies know they need a marketing planning system. However, 80% of organizations don't have an integrated and coordinated plan. Many barriers prevent them from implementing one, but the biggest is the lack of line management support, says Mike Meldrum, co-author of The Complete Marketer. Listen as he explains why this is a problem, how to eliminate it, as well as other challenges marketers face in organizations.

Direct download: Marketing_Planning_Barrier_Meldrum.mp3
Category:podcasts -- posted at: 7:00am EST

Selling to C-level executives is more about making a single sale. It's about building long-term, lifetime relationships. That means you must approach high-level executives differently than other decision makers. Listen as Ago Cluytens, Practice Director EMEA at RAIN Group, discusses the best strategy for selling to C-level executives.

Direct download: Selling_to_C-level_Executives_Cluytens.mp3
Category:podcasts -- posted at: 7:00am EST

As independent professionals try to market their services and get new clients, many are stumbling and seeing little results for their efforts. A key reason for that is they aren't using their marketing time efficiently, says C.J. Hayden, who recently released the third edition of her book Get Clients Now! Listen as Hayden explains the reason for this inefficiency and how to eliminate it.

Direct download: Get_Clients_Hayden.mp3
Category:podcasts -- posted at: 7:00am EST

Prospects who buy from you get a seven-course meal. But prospects who don't buy from you should also get something—and something of value. David Newman, author of Do It! Marketing, calls it "Happy Meal Marketing. Nobody leaves your website or blog hungry. Listen as Newman explains how Happy Meal Marketing fits into the new sales paradigm for selling professional services: offer value, invite engagement.

Direct download: Happy_Meal_Marketing_DNewman.mp3
Category:podcasts -- posted at: 7:00am EST

Consultative selling on its own has worked for many years for many sellers. But with the incredible amount of information available to buyers before they even talk to a seller, buyers need help sorting it out and making the right decision. They need a collaborator, says Nancy Bleeke, author of the book Conversations that Sell. Through collaboration not only do you uncover needs and demonstrate your expertise, but you work with them to decide on the best possible solution.

Direct download: Collaborate_with_Buyers_Bleeke.mp3
Category:podcasts -- posted at: 7:00am EST

After hearing people say relationship-based sales approaches are dead, RAIN Group decided to find out if that were true. After all, people have been using that for many years, and if it were true, their way of doing business would have to change significantly. To its surprise, RAIN Group did not see evidence of relationship selling's death in the research they conducted. Listen as Mike Schultz, co-president of the firm, explains why relationship-based selling is still important and what sales winners do over their second-place finishers.

Direct download: Relationship-based_Selling_Schultz.mp3
Category:podcasts -- posted at: 7:00am EST

IT professionals, lawyers, accountants, salespeople—they all have their own language and jargon. While it's fine to speak that language among the same types of people, doing so with people outside your group—and even to potential buyers—can impede business development efforts. In this interview, Babette Ten Hanken, author of Do You Mean Business?, explains why techno-speak creates communication barriers and how to tear down those barriers and improve business development.

Direct download: Tech_Professionals_Business_Development_Ten_Haken.mp3
Category:podcasts -- posted at: 7:00am EST

Today's marketing efforts are not like past marketing efforts. Indeed marketing is undergoing a paradigm shift as increase importance is placed on quantitative results—chief executives want to know what to expect in return for their marketing spends, says David Scott, author of The New Rules of Lead Generation. Listen as Scott explains the shift, how the shift applies to B2B professional services firms, and his five-step plan for a lead generation campaign.

Direct download: Marketing_Paradigm_Shift_Scott.mp3
Category:podcasts -- posted at: 7:00am EST

Not long ago, the rule for the length of prospecting email messages was to limit your text to 165 words. That rule has changed and even become more complicated, says Kendra Lee. Listen as she explains what length is now preferred, how the length varies depending on where your prospects live, how to prevent prospecting email from being marked as spam, and the most common mistake people make when composing prospecting email messages.

Direct download: Prospecting_Email_Lee_41713.mp3
Category:podcasts -- posted at: 7:00am EST

"Nobody goes onto LinkedIn to find someone to buy from, but that doesn't mean you can't create sales opportunities via LinkedIn," says Jill Konrath co-author of the new ebook Cracking the LinkedIn Sales Code. In fact, Konrath's research found top sellers excel at creating opportunities via the social network. Listen as she discusses what they do, how to research prospects via LinkedIn, and how to connect with prospects via LinkedIn.

Direct download: Top_Sellers_LinkedIn_Konrath.mp3
Category:podcasts -- posted at: 7:00am EST

Increasingly marketers are involved in the revenue equation, with many marketing leaders now carrying a sales quota. But because sales departments still hold the greatest influence in organizations, marketing leaders have difficulty being heard. If marketing leaders want salespeople and the executives within their organization to listen to them, they must do three things. Listen as Lisa Nirell explains what those are.

Direct download: Marketing_leader_strategies_Nirell.mp3
Category:podcasts -- posted at: 7:00am EST

Whether you work for a firm or run your own business, a strong personal brand will help you attract clients and grow your business. That's because when people decide to do business with you, it's based on what you are like as an individual. Listen as Dorie Clark, author of Reinventing You, discusses how to develop a strong personal brand and how to use your brand to attract clients.

Direct download: Strong_Personal_Brand_Clark.mp3
Category:podcasts -- posted at: 7:00am EST

It might be hard to believe, but musician Kanye West is correct when he tweeted, "Don't ever try to sell me on anything. Give me ALL the information and I'll make my own decision," says Sonja Jefferson, co-author of the book Valuable Content Marketing. People don't want to be sold to; they want help. Listen as Jefferson explains why content must help customers, as well as the other principles for creating valuable content.

Direct download: Valuable_Content_Marketing_Jefferson.mp3
Category:podcasts -- posted at: 7:00am EST

When it comes to selling professional services, top sellers do two things that set them apart from the competition. One of those is educating their buyers with new ideas and perspectives. Listen as John Doerr, Co-President of RAIN Group explains why that is so important to buyers, the second most important factor when selecting a provider, and what to do if you're struggling to win sales.

Direct download: Top_Sellers_Doerr.mp3
Category:podcasts -- posted at: 7:00am EST

It used to be businesses could rely on advertising and traditional marketing methods, but things have shifted and those strategies no longer work. Increasingly buyers have lost trust with companies, and only those embrace the new Relationship Era of marketing and care about something bigger than what they sell will succeed, says Doug Levy, co-author of Can't Buy Me Like.

Direct download: Relationship_Era_Marketing_Levy.mp3
Category:podcasts -- posted at: 7:00am EST

You don't like to be pushed, persuaded, or maneuvered, and neither do your clients. Instead you need to work on being a strong influence—being "influenceable," says John Ullmen, co-author of Real Influence: Persuade without Pushing and Gain without Giving In. Listen as Ullmen discusses the four steps to connecting with and influencing people and how you can apply them to communications with clients.

Direct download: Influence_Clients_Ullmen.mp3
Category:podcasts -- posted at: 7:00am EST

There are two paths to trust. There's the traditional way where you meet someone in person and get to know them, and there's the online way where buyers learn to trust you based on your online presence. And for many firms, the second path—with the help online marketing—has become extremely effective.
Listen as Lee Frederiksen, co-author of Online Marketing for Professional Services, discusses how to use online marketing to develop trust with buyers and grow your business.

Direct download: Online_Marketing_a_Path_to_Trust_Frederiksen.mp3
Category:podcasts -- posted at: 7:00am EST

Paul Gillin, co-author of Attack of the Customers, explains how negative online reviews are opportunities to turn unhappy customers into raving fans.

Direct download: Unhappy_Customers_Raving_Fans_Gillin.mp3
Category:podcasts -- posted at: 7:00am EST

Kendra Lee, author The Sales Magnet, explains the two keys for successful email prospecting: the glimpse factor and the delete barrier.

Direct download: Email_Prospecting_Lee.mp3
Category:podcasts -- posted at: 7:00am EST

All of us love stories. That includes your buyers. Stories tap our emotions and compel us to want to do something, and you can use them to motivate your prospects. The key is to tell great stories. To do that you must first understand the buyer's goal. Listen as Adrian Davis discusses why stories are effective in sales, when to use stories, and things to be careful of when telling stories.

Direct download: Using_Stories_in_Sales_Davis.mp3
Category:podcasts -- posted at: 7:00am EST

Buyer behavior and needs have changed. That means service firms must update their sales process to accommodate those changes. That means they must genuinely put buyers at the heart of all business development activity, says David Tovey, author of Principled Selling. Listen as Tovey explains how concepts of his Principled Selling Approach enable firms to do that.

Direct download: Sales_Process_and_Buyer_Behavior.mp3
Category:podcasts -- posted at: 7:00am EST

Thanks to social media, word of mouth has been "massively amplified." Where once talk about favorite restaurants or companies were limited to the few people around the water cooler, now millions of people can hear about an experience you had with a business. That doesn't mean companies have to sit by while this happens. Listen as Rob Fuggetta explains how companies can tap this powerful source and use passionate customer as advocates and "virtual marketers."

Direct download: Customer_Advocates_Fuggetta.mp3
Category:podcasts -- posted at: 7:00am EST

When sales and marketing are aligned, you have faster revenue cycles, happier customers, and higher employee morale. Many times, however, that alignment is not there. To get the two groups aligned, Christine Crandell, President of New Business Strategies, suggests following these seven steps.

Direct download: Marketing_Sales_Alignment_Crandell.mp3
Category:podcasts -- posted at: 7:00am EST



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