The Marketing & Sales Hourglass
Clarity, culture and context that really is the new marketing I mean that is that the building audience attracting the right clients? You know that's what we need to think about that's where we need to start but then we're gonna spend a lot of time on this it's really about the complete journey and that we need to consider a lot of times as marketers as salespeople all we think about is, you know, how do I get the phone ring? How do I get the opportunity? How do I get somebody to you know, tio want to know about my business on dh we have to build the complete end and journey and that has changed dramatically over the years. So many of you have probably heard about this, you know this concept of the marketing funding right? So you get a bunch of people the funnel shape is bigot the top to get a bunch of people near you, you kind of hopefully market to them, sell them and force, you know, some some amount of them, you know, through that little choke point in the middle and that you know,...
well, uh we're done and a lot of organizations still do this right marketing's here produce a bunch of content, run some ads, have all this stuff, throw it over to sail now becomes, you know, a lead so now we talk talking about sales and then the salespeople closed the deal we throw him over to service or shipping or you know, whatever it is that actually doesn't deal in and while you know linear line toa loyal customer right, what this in my mind certainly fails to recognize anymore is that we're really no longer and I'm not sure we ever were but certainly is a small business we are no longer in control of how people get their information who they get their information from and we certainly can't condone longer direct kind of this linear path this is on one of statistics that eye sight a research study in in the book duct tape selling is this fifty seven percent of a typical purchase decisions made before customer even talks to a supplier, right? I mean think about your own purchasing don't you do that now you don't you don't I'll show my age here there might be some people in the internet audience that don't know what the yellow pages actually is but you know we don't pick up that yellow book with phone numbers in it and flip two things I think I'm gonna hire me a dentist today, right? We go online, we start searching, we ask our friends we go into twitter, we go to all these places on get information and in a lot of cases then we say ok you know, my neighbor bob says these guys are the best let's just find out if there's a vest right? We then you know, narrow down our search to one or two companies and we start finding what does everybody else say about them? What are they saying out there you know, online and so in many cases when you're getting called, you know, in many cases you know they've already decided or, you know worse you're not getting called because they've already decided right? They've already gone somewhere else without you having even the opportunity to sell them. So what a lot of marketers you know, interpret this advice to mean is, you know, more content, right? Just, you know, maura's more we've all been kind of that's, but that's been sort of the message now is that we need to produce more content, andi, I'm going to suggest that that isn't necessarily the answer it's not the only answer yes content is an important element of fundamental element of marketing and sales today, and in fact I'm going to be talking an entire segment on this idea of content. But here's the other half of that cb study, the fifty three percent of those surveyed claimed that the sales experience itself was one of the greatest contributing factors to continued loyalty to the brand and I don't care if you are a large organization, a very small organization, a solo preneurs you know, those two elements can't be ignored, they have to go together, they have we have to think in terms of this entire end and journey, so many small businesses are totally sales focused, I go out, somebody shows up, somebody calls me, I go out there and I sell them and they really neglect the entire marketing, the actual marketing function on dh that it doesn't matter what size your businesses you have, both of those functions you have a marketing function and a sales function. Now the line between those you know, mike is, you know, there may not actually be a whole wing in your office that marketing her that sales, but you have to recognize that they they are separate yet integrated functions marketing is about creating audience is about creating community is about creating attracting people who are interested in your you're why you're community your context, your clarity and then sales is really about then turning that understanding how to create an incredible experience for that person that you attract. So this idea of the linear path you know is no longer suited, and this is really I think what the picture looks more like about how we make decisions right and that a lot of that how we make decisions is no longer in our control does that make sense? Every single person, every single one of your customers is a publisher now, or at least has, you know, at their fingertips the ability to write reviews to actually blawg about, you know, their experiences with your business. So so a great deal of our brand or the perception of our brand out there is dictated by the experience that people have with our businesses and not necessarily by our cute little ads and things that we do on facebook and here's, your here's your out there, the internet here's, your tweet herbal contest moment I'm just giving you warning here that the future of sales and marketing is really less about demand creation and maura about organizing behavior and that's the job that I think we're all engaged, and so some of you were kind of saying, well, it kind of makes sense but explain that to me, I've identified over the years seven behaviors that I believe people want to participate in with the companies that they do business with, whether that's in a linear fashion, or whether that's over the course of three years of getting to know like and trust you, but that these seven behaviors are no like trust tribe, I repeat. And refer what I mean by behaviors is that I believe that that we want to sort of human nature, we obviously want to come to know companies that can help us with our challenges or what it is we are doing. We we want to think, yeah, I kind of like them, I kind of their story resonates with me, their beliefs, the things that we were talking about earlier there, why that kind of makes me want to know more about them. Obviously, we want to trust the companies that we're going to we're going to do business with or we're going to really engage to help us in our in our lives or whatever our objectives are it's great, I think most of you would say if there was ability to be able to try one of these companies to see what other people have done to see proof that they really can deliver on dh certainly I think we want to deal what you know, so many companies are really good at making the the everything leading up to the buying experience great, and then it's like, okay, got your money simulator, right? So we we want to work with companies that keep that experience extremely high, even after we've said yes, even after we've signed the contract. I don't know about you, but I'd like to find companies that I could go good check that one off my list any time I need a remodeling contractor got her person or, you know, whatever it is, I know I can call these guys, right, so I can continue to count on them, and I think that as human beings were all pretty wired to when we have a great experience, I think we like to tell people we liked to share our how many of you shared a great deal, that you got somewhere this some company that just totally blew your way totally exceeded your expectations. You you almost couldn't help yourself, you know, but want to tell the world about that or share that or instagram it or tweeted or put it on facebook, all the things that we do, and I think that these behaviors no like trust, tried by repeating refer again, I keep saying this over and over again, I believe that that are are customers and prospects actually want to participate in these behaviors and our job, and I'm going to talk more about this and several other segments in terms of how to create this what I call the marketing and sales hourglass, you know, our job is to really find ways toe let them participate in that behavior. So our job, then, that that's the idea of the concept behind this organizing behavior so there's no longer a marketing and sales and service department per se that we are essentially building an entire end to end relationship and that that's really the job of marketing and sales and then has to be even though I'm talking about it being separate functions, it has to be completely integrated. The journey has to be seamless for the end user for the prospect, so there's a couple of terms that are certainly thrown around in larger organizations these days, but I think that they apply quite nicely to the business that we're all in, you know, even as in the one person in the shop, the solo preneurs, whatever you want to call it. So you've probably heard people talk about this idea of inbound marketing before it's kind of all it's been all the rage last five years, so the idea behind it is that instead of us going out there and saying, hey, anybody want what I've got? You know, I'm great come and get it that that we're actually putting content out there. We're having people share in social networks so that all of sudden our leads or or somebody's going out there and they're searching you know I need a solution for x they are finding content that we've written they found their finding reviews you know about our business so that these leads are actually coming to us and not on the you know, the beauty of that of course if it's done correctly is obviously who doesn't want you know who doesn't want the phone to ring without you know without theoretically you know, doing anything people just start showing up and saying, hey, can you help me? I mean that's a great great thing, right? But there's a good chance that if you're followed if you follow this entire system that I'm talking about that that that person is actually showing up pretty educated they already know what you do you've put out this point of view, you know they've been eight you've been able to share your story, you've been ableto produce and share the content and participate in social media in the ways that I'm going to really reveal in very deeply in the rest of this programme and so they show up actually expecting to pay a premium they show up already, you know, knowing that hears, you know, here's who I work with, you know, here's who we can get a result for and so when that happens and trust me it can happen you know, if you work on the things that we're going to, we're going to cover and I'm not saying it happens overnight, it takes time and I'll just be completely transparent it's a lot of work, but when that happens, what? What begins to happen in your businesses you no longer have to sell there is in fact you actually have to resist selling because if if you're educating people of your building value, you're telling your story in a way that starts attracting leads and you're still having to convince people that you're the right solution, then you probably haven't done the job of educating them and I don't know about you, but I know in my experience over the last ten years, if I if I had to convince somebody why they should hire me or why they needed me, it was probably going to be a bad engagement, and so I haven't I haven't done what people talk about his traditional selling in probably fifteen years, because if it's not if I do my job in attracting leads the right way and telling my story the right way, then I no longer have the need to sell in fact, oh repeat this point because it's significant, I don't want to sell I don't want to do what people typically talk about in convincing people that they need this because I don't know your businesses but in most businesses you know it's a lot of work to get a client a result and if they're not you know, bought in if they're not willing to do the work if they're not willing to follow your processes which of course you have to outline and you have to set as the expectation then you're probably not going to be able to get them the result on dh if you can't get a client result on do you know it you know you're gonna have a lot of challenges if you take the money for that right? Because that's how that's how you create the tractors you know instead of these raving fans so inbound marketing combined now within bounds selling so your individual sales efforts will look a whole lot like marketing but now you'll start using content and social media as a way to actually convert leads that come to you and one of the things that's really been on kind of the out the last few years is outbound market. This idea of advertising has really kind of taking a bad rap right? Because everybody realizes the value that if you can put content out there and you can share in social media in such a way that people will come to you, why advertise right advertising is expensive on what I'm going to suggest is that when you build the inbound marking the inbound selling approach outbound marketing or advertising, as many people called, actually becomes extremely effective again because you're not advertising by me buy my product, you're you begin to advertise your content, your solution, your story that again, we're going to talk in great deal about, you know, how to create those components howto build that expertise in that platform for authority, but that's actually what you're going to going to start promoting on then all of sudden advertising becomes quite potent, so content the job then of selling is producing content, connection and ultimately conversion. So some of the terms that we kind of routinely used to talk about when it came to selling prospecting things like prospecting and pitching and providing information and nurturing in closing that I started off with today, listening is the new prospecting we're going to talk in great detail about how to set up these things that I called listening stations so that they can actually be some of your greatest source of lead generation and of lead conversion and of insight teaching now is the greatest way to sell there's a chapter in the book that actually is teaching cells on dh that's we have to think in terms of, you know, we aren't selling a product or service we're teaching people how to get an outcome how to get a result on dh we can't do enough of that we don't necessarily mean how many of you feel like you're drowning in information right not not just talking about today but but just in general wait right we have all that were plugged and all these things were way have access now near perfect information and a lot of us are drowning it we'll think about your customers they are as well and a lot of what they're drowning in is misinformation so you know our job really is not to just simply say okay well I'm producing maur information you know our job is to think about how do we actually take the information they're drowning in and provide insight how do we filter it how do we dice it up how do we make it make sense in a way that that takes some of the work out of it for them? To me a great deal of what we have to do is not get will not only get good at telling our own stories and marketing which I've shared that idea we have to help customers tell their story you know where they trying to go and that's really the nurturing because it's the you know the most potent sales either a tractor or detract er you know is the stories that are customers or telling themselves and we have to understand how to guide that story to a place you know, that really gets them the result coming to us. Um, and then the last piece is that it really networking, connecting, and I'm going to share this, you know, in a later segment, but the real new abc is not always be closing it's always be connecting on dh that's, really, the job? Your job is a sales person, if you will, if you were going to tell me, okay, I've got thirty days. I want to go out there, and I really want to. I want you up my game, you know, I would tell you that again, this is assuming you could afford to spend your time on nothing else I could tell you could benefit greatly by going out and actually connecting much deeper to your customers, finding out who they're connected to, who influences them, finding ways to actually help them or connect to them, you know, with other people that might actually help them get more of what they want out of life are out of their businesses, even if those things, you know, are completely unrelated to your business. This this idea of one of the greatest tactics, I think in selling today, is this idea of connecting, and certainly and most of you are business owners, but certainly those people out in the audience who the internet audience who, you know, they make a living working for a company, you know, selling a product or service that's there they're complete job, you know, this idea that these ideas, you know, are extremely potent for those folks, and I think that, you know, a major shift, I think a lot of small business owners and a lot of ways have been doing some of this because this is really just a little more personalized way, you know, to market and to sell, but this is really a shift I think that needs to go on and is going on really, universally, regardless of industry. So having said that, do you wantto bring? I've got just a couple more concept, so I'm going to finish this segment up with, but I thought maybe we hadn't heard from the internet honest a little bit. We've got a couple of questions come in about the material you've been talking about. I know you mentioned before about having those those clients that may be difficult. This question comes from time capsule, and they want to know, how do you rectify, say, past owners of your company or past people that you've worked with? Who've been neglecting sales and neglecting customer service and having built like poor relationships with their customer. So anyway, for you to rebuild the trust when you're coming up here? Well, I think rebuilds the keyword right, that that that he used there on dh sometimes that just that takes one of the greats ways is to reach out and say, hey, it's, you know, it's a new day here's, how we're going to operate here is, you know what let's let's get into, you know what the history of working with you has been on? Dh, let me show you from that what it's going to be, like going forward, and obviously then you've got a you gotta you gotta deliver what you promised, but in fact, you know, you talk about somebody with past owners. I mean, I think a lot of small businesses kind of neglect past customers, period, it means, like, hey, they haven't called us in order to anything for six months, but, you know, it must be ok, right on dh. So I think actually making a habit or a practice out of whether it's every thirty days or, you know, whatever it is reaching out to people and doesn't have to be, hey, we've got a new product to sell you it could just be a thanks for your past business it khun b a you know, we're just checking in to see did you get you know, we'd like to talk to you about the results, you know, how are they coming? You know, maybe we'll do a quarterly check in to make sure that that stuff we worked on with you is coming around I think that that's, you know, that's a big part of this end and customer journey it doesn't end, you know, after I I've used you know, this in sales presentations all the time that sales not a sail until the customer gets a result, um and I think if you start kind of viewing it that way, then I think you will put mohr the proper energy into creating a better customer experience and to making sure that you're going back there and measuring and quantifying did they get a result now and in the chatroom people also, we're talking about testimonials, some of these customers, how do you feel about that? I feel they're awesome. I mean, there were there really kind of one intentional form of content that you should actually be eliciting and using quite actively in your in your marketing and I'll and when we talk about the content segment, it will testimonials will definitely come up after so I'm going on a little warning for those of you, they're watching the screen, I'm going to show a very scary graphic now on dh it really is a lot of what I've just talked about it a lot of what we're going to talk about but it's a different way to view what I find is that and we'll come back and we'll deconstruct this and we'll slice and dice it, you know, throughout the this entire program, but it's, some people just learned in different ways, and so this graphic for a lot of people is confusing for a lot of people it's actually very meaningful. So the idea behind this is that I believe, as I've talked about, one of the greatest opportunities or one of the greatest priorities of most your businesses is to build a vibrant community, and here is how I believe community is actually built internally. You heard me talking about clarity, you know you're why your culture, your point of view, these these elements internally, whether it's you are, you know, ten or twenty people working with you, you have to be part of, you know, your culture or of your community, but externally, then what we're going to talk about later in the program is really your content then and where that content shows up your presence and all the touch points with your prospects and with your customers in this idea of no like trust tribe I repeat and refer you know these elements together sort of converge to build community and the reason I say this really to the end is have talked about these internal elements we'll talk a little more about these external element but this is also um uh think in terms of I am suggesting this is a way that you need to look at your businesses to build community but I'm also suggesting this is a way for you to look and this is more relevant to be to be companies but this is a tremendous way to look at your prospects as well if you're again if it's particularly toby to be situation you know this is a way to actually deconstruct a prospector to go into a prospect and really you know by studying you know what is there why you know have can I find some elements about their culture now do they have a point of view? Where are they putting out content or what is their content? This is a great way to kind of mine you know a prospect for what's going on so you know and I'll use use perfect example because you're you're definitely a bee to bee person so this would be a way if you had somebody that called you up or you had something that you were targeting is a client I would suggest that this is a nice, tidy way to kind of look at their world and get to know more about them on dh what happens is when you start kind of adopting this mentality is I think you actually I think again, knowing what you do marketing services, you know, I think you can actually gnome or I think you could know more about them than they know about themselves, you know, by taking this view, and you actually could use this this little charter, this little graphic as a way to actually write a report about an organization about their health of that organization, and I think if you were calling on a business owner, that could be a really powerful tool for you to actually share some insight, you know, about what you've seen, so I'm going to leave you with this segment with these seven questions now, one of the things that until you guys, but I'm also going to tell the student the internet and studio audience is that the last segment of the programme, I'm going to pick three or four of you guys out, and I'm gonna have you up here with me, andi, we're going to go over, some of these were going to go over some of you know, how, remember and teachers back when you were in school, they'd say, and this will be on the test this is one of those elements it'll be on the test and I'll try to give you a heads up on other ones but I'm actually going to ask you to do you know to answer questions like this to work on your content themes to work on your social media plan you know as I present them I want you to be paying attention so that I could bring you up then the last segment and say okay, how did you do it? It'll be like the public you know, aural exam for you know that segment so on beacon discussed some of these questions in the few minutes that we have really remaining in this segment but this I think is this is sort of the essential benchmark for where you need to be so you know, where are we now, right that's usually a good place to least get some baseline on where are we going, what's the picture of your business in three to five years. If you have any idea, why are you going there? Why is that picture worth you pursuing? Why are you going to put in the amount of work that's going to take to get there what values will guide you? So we started talking about those that culture and those beliefs and those values you know, what are those values going to be how are you going to get there? You know if if you said okay here's the picture on business you know what are you gonna have to do? You're gonna have to create three or four products you're gonna have to create strategic partnerships you're gonna have to get x customers know what we're going to be the priorities for how you're going to move towards that that overall objective who needs to do what? What you know do you have do you need to hire people? Do you have to find external resource is do you need to find strategic partners? They were going to help you get where you're going in again you don't have to know my firm belief and without getting you know there are other programs that air a little more metaphysical than thin this program from creative live but I'm a firm believer that if you create that picture of your business, you don't have to know exactly all the details of how it's gonna happen but you have to start moving towards that goal in and really in some cases sort of detached from some of the how but without that picture I guarantee you where you're going to stay is pretty much where you are right now without something to shoot for on down the last one is what we need to measure how will we know we're making progress towards that picture so and I keep using this term picture because I think it's a. Really. I think it's a great term, because I think most of us, if you know, if I were able to say, ok, tell me the picture of your business. And you started talking about what looks like what a day. Typical day looked like how your customers felt. I mean, all those kinds of things that would go into a complete picture. I think you can, really. You can create a feeling. I think about your business and where you want to go.