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@ginidietrich and that is the real benefit of Painlessly Prospecting for clients Gini -- when I used to run biz dev for traditional ad agencies, I spent every day trying to convince companies we were the best agency for them. On a good year, I'd close 25% of the pitches we entered. Now, with Converse Digital and a "get known for knowledge" approach, qualified prospects show up "ready to buy" because as you note, I've already "pitched" via my blog, conference keynotes, guest posts, etc. Now I close 85% of my "pitches" and the ones I don't close are almost always because we can't agree on a price. To Clay's comment below -- totally agree that sales people still play an important role... BUT they have to relearn how to nurture and close a self-educating prospect. I call it Aikido Selling -- and it sounds like Clay's salesmen was a practitioner. Not only did he get the job, but he increased the price! And Clay's happy about it... that's about as good of a case study as you can get right there.
1 month, 1 week ago on Four Key Trends Driving the Shift Towards Self-Educating Buyers
@Eleanor Pierce all about helping folks make the right buying decision vs trying to sell them... hard switch to trip but once you do... the light fantastic takes over ;-)
@LinkedMedia Thanks Lee -- mighty kind words... much appreciated.
@LauraPetrolino Agree Laura... my wife is a realtor... and she is seeing that change first hand every day.
1 month, 2 weeks ago on Four Key Trends Driving the Shift Towards Self-Educating Buyers
@Eleanor Pierce Truth. It's the way we've always preferred to buy... just weren't able prior to digital technology. Well at least without a ton of hard work on our part.
Don't think the age is over Arik.... but will change. The "gotta post every day to maximize traffic" mindset will finally give way to post high quality content aimed at very niche audiences (read prospects). Think more bloggers will realize that they really don't need to have 100,000 people reading their blog... they just need 100 or so folks that can hire them to do work. Pick off 2-5 of those readers every year in terms of conversion to new clients and the blog a week strategy is not only doable but profitable.
3 months ago on Is the age of the independent PR blogger over?
I told you at SoloPR -- don't do RFPs ;-) Seriously, glad you got that out of your system. Now go back to that high conversion ration personal referral thing.
4 months, 4 weeks ago on Why I’m done with RFPs (for now)
I can't wait to have you and some of the other old timers (and newbs) join us. It's only been a few days but thus far, finding I'm liking Twitter a lot more and spending more time there than I was. Thanks for sharing the experiment.
6 months ago on The Great Twitter Experiment of 2014 | Social Media Club
@TiborShanto @danielnewmanUV Agree -- cold calling will never go away and sometimes it is THE ONLY way to get through. And yes, there are folks that are not on the social net. But I'd much rather mine the social selling opps first, then after exhausting those avenues -- if I still haven't met sales goals... reluctantly maybe consider cold calling or other traditional tactics. I just do not believe that Cold Calling really works anymore. But I'm sure there are others that can prove me wrong ;-)
7 months, 1 week ago on 3 Ways Social Selling Beats Cold Calling by @TomMartin
Thanks for letting me share the thoughts here Daniel. Most appreciated.
7 months, 1 week ago on 3 Ways Social Selling Trumps Cold Calls by @TomMartin
The feeling is mutual buddy -- I always pick up great ideas from our talks. Now if I'd just apply half of what you teach me ;-)
7 months, 1 week ago on 10 people I admire (that probably don’t know it)
Holy shit! I'm speechless... such kind words. Jeannie -- can't thank you enough for such a glowing review. Made my whole week! And I'm really flattered to hear someone that I respect so much remark that she learned a few things.
7 months, 2 weeks ago on Charge Up Your Content Marketing Strategy for the New Year: Read The Invisible Sale by Tom Martin
Have to say @ginidietrich I'm not that surprised. Having lead the effort to build a digital department within a full-service agency prior to launching Converse Digital - I can say I'd totally agree with the CMOs here. Agencies say they want it but really, they only want it because it's billable. They continue to fight a data-based approach to building work that helps a buyer along the buying process vs building work that wins awards. But the digital side has its own problems >> http://bit.ly/1fg9ka6 which they'll need to figure out and grapple with themselves. In the end, CMOs (IMO) will be looking for agencies that can pull it all together at a strategic and planning level. Those will be the "of record" agencies with everyone else regulated to executional strategy and tactics roles >> wrote about that a few years back for Ad Age http://adage.com/article/small-agency-diary/advertising-5-0/130059/ funny to see this many years later the point is still valid.
7 months, 2 weeks ago on Agencies Must Evolve or Die
I'd like to see Coke release sales data overlayed against unique website visits. I'm guessing most folks that buy coke and coke products never go to the site -- so I agree with you. Heck of a cute and effective PR trick, but short on substance and absolutely not applicable to all brands.
8 months ago on Coke says the corporate web site is dead. I say hogwash.
yes and a sneaky way to expose them to other content that may be interesting or spark a story idea... outside of the current one...
8 months, 1 week ago on News releases or blog posts: What is the future of media relations?
Interesting Arik.... so the question becomes, are reporters ready to/know how to use blog posts vs news releases? Also, how do you get the blog post in the hands of the reporter?
The machine of publicity would seem to remain the same (outreach by PR) this just changes the format of the end product? So in that case, does it save time, money, ???
Congrats my friend! Looking forward to reading the "what I've learned in 14 years post"
8 months, 3 weeks ago on What I’ve learned in the first four years of ACH Communications
Thanks everyone... great time... if anyone reads the book -- be sure to let me know what you think of it!
9 months ago on Join Tom Martin for a Special Livefyre Q&A Today
@LSSocialEngage @belllindsay @ginidietrich @TomMartin thanks for attending
@belllindsay @TomMartin loved it -- sorry again for computer issues ... arggg
@belllindsay tell me about it! and it's not even a PC!
@ginidietrich @TomMartin it's a marathon not a sprint act accordingly ;-)
@ginidietrich gini show don't tell. find the one or two that will be apostles and then help them succeed. ego and competitive spirit usually takes over from there and more folks get religion
@catrinasharp @TomMartin well it does work... just not very efficient. show them how touching folks on Social is just like checking in on the phone... help them see social media as the new ballgame or golf course... chance to build a relationship but at a far larger scale
@jonmikelbailey i like in person because i think personally i'm better in person...but webinars scale so much more...so for early lead gen... they work better for me
ok back now--- where were we
computer issues working on fix sorry
@SavvyCopywriter @TomMartin @ginidietrich yep -- my wfie keeps telling me I need to write more ;-)
@catrinasharp @jonmikelbailey @TomMartin all comes down to intent.
If your goal is to give out 50 cards... it will suck and be unproductive. If your intent is to find 2-3 folks that you can help or that can help you... it's wonderful.
@ginidietrich I don't actually -- my personal blog is on it -- was too hard to move it -- but use WP for my company blog. So much easier and more powerful.
@ginidietrich @TomMartin video, photo, text, audio, webinars -- look it up dear ;-)
@ginidietrich geez -- so many. Love DragonSpeak to write posts, etc. Especially their mobile app so I can walk on treadmill while writing a post. Love ScreenFlow to record preso's and turn into webinars. I spent like 5 chapters in books reciting all my favs.
@ginidietrich @TomMartin depends... how serious are you about your teeth? ;-)
@belllindsay @ginidietrich @jonmikelbailey @TomMartin missed what? yes i must have
@ginidietrich everyone's customers self educate... IMO -- heck even a restaurant decision takes 4.8 resources (according to ZMOT) before a person makes a decision. Unless you're selling CPG products (and heck even those now days) the buyer is actively or passively researching purchase decisions.
@SavvyCopywriter no because I'm not so SEO focused in biz dev. Only 10 companies (pages) win the google war... I don't like those odds. So I try to optimze and encourage clients to do same but I spend way more time looking for Propinquity Points and trying to intercepta prospect BEFORE they're even in the active research phase. There are people far more talented at creating audiences than me... so I just offer to create killer content for them and then borrow those audiences from time to time.
@belllindsay @TomMartin @ginidietrich darn knew I should have copyrighted that ;-)
@belllindsay @TomMartin Propinquity says that the closer proximity two people have physically or psychologically, the more likely they will develop a relationship. You can apply the same science to content marketing -- to move folks through Propinquity Continuum -- Aware of Me >> Know Me >> Like Me >> Hire Me or do business with me.
@lizreusswig @TomMartin Bingo -- language is powerful... use it to your advantage when trying to convey and sell your ideas and points of view
@SavvyCopywriter personally I'd comment on the post first. Except for high comment sites like Gini's -- so many bloggers are suffering from comment decline. So it really stands out. Follow them on Twitter -- if they tweet -- make friends there... I'd wait to email them until you've demonstrated and achieved some level of relationship... think you'll be more likely to get response to your email that way
@lizreusswig @TomMartin been doing it for last 4 years.. .life is sooooo much better ;-)
@KateFinley @TomMartin #1 best lead gen/nurture tool in my toolbox. So simple, incredible open/click rates and no one EVER unsubs.
@belllindsay @TomMartin track everything... if you post content on someone else's site using tracking links so you know when folks are coming to yours.
once they're on your site... get them to download or subscribe to ANYTHING... get that email and name combo. Start tracking from there... marketing automation helps -- Hubspot, Marketto, etc. so you can build a sales file on everyone.
@lizreusswig Educate the buyer -- most folks buy what, 2-3 houses in their lifetime... it's a huge, important investment. Be THE resource in your area... about everything that has anything to do with buying a home. Post it online... share it on social channels... I call it Painless Prospecting.
@belllindsay @TomMartin its the part of the sales process that folks can't see... where the buyer is self educating - - hiding behind the anonymity of a Google Search to do research without letting you know they are there or in the market. Lots of companies think their sales cycle is shrinking - i disagree...think more of it is just becoming invisible to them
@belllindsay @DallasK @TomMartin Where is the LOVE button ;-)
@DallasK @TomMartin my approach is to define Propinquity Points -- those places my prospects are frequenting in search of information to make them smarter or help them make a buying decision.Then I try and insert my content in those places. Where I can't do that I try and participate in the community there via comments. That way, my prospects bump into me and it starts the process of getting to know them and they getting to know me... track it all and then at the right moment, go say hello more directly.
@jasonkonopinski I think we will eventually see a new model emerge.... but it will be slow. The old school sales folks just aren't quite ready to let go of that funnel.
@KateFinley Love social networks and email... my email newsletters and "hey thought you'd find this interesting" emails are my #1 resource to shorten the cycle.
@RebeccaTodd @susancellura Love using content marketing and tracking software to pre-qualify. Then once you absolutely know what they want... call them. Now you're offering to solve a problem vs selling a solution.