B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

44: How to Set Up Your Business for the Social World w/ Jamie Shanks

ABOUT THIS EPISODE

In case you haven’t noticed, social media rules the world.

Take a walk down the street and just watch people. Odds are, most of them are engaged in some form of social media on their phone. They’re checking the news on Twitter, or sharing pictures on Instagram.

Social media is king.

So how do you set your business up for success in an increasingly social world? What does it look like to go from viewing social media as an afterthought to making it a key part of your business plan?

You're listening to be to B RevenueAcceleration, a podcast dedicated eating software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to be a revenueacceleration. My name is on Amihat and I'm here today with Jamie Shanks, seeyou at sels for life. How are you today jemmy fantastic? Thank you for havingme Elit's a pleasure iting you, the topic for Thetays ICISAT, is outset ofyour business for the social world, but before we go into the detairs of theconversation Deami, we always ask very simple question at the outside, whichis: can you please introduce yourself as well as the company you represent,sells for life fantastic? So my name is Jamie. Shanks a'm, the CEO of sales forlife and sales for life is a professional services firm that focuseson skills, enablement and training. So our expertise is consulting andtraining. Sales leaders and sales professionals on a very specific topiccalled social selling. But ultimately our real responsibility is pipelinecreation powered by modern digital selling or social selling. Okay, thatsounds it'. Definitely some fat. We are a lot about and lots of people areinvesting in social media, but it in that is also a bit of whatther. Peopleare still trying to wan those toms in train to experiment, so I'm sureless ofhow the audience will benefit from the conversation today on the side of ofrunning your company, your Sot Yourtho of two best selling books on a mazonewhich are Tito social setting, mastery and Spia selling postbookd my the greatimpact on reades, with one of your books, rated actually number one andamazone you release. So, first of all congratulation for that, because that sthat's a bit of an achievement, but going on to my question, I was therecognition for your best practices. Shallin this book been percived by yourreaders. Well, I think that a specifically spear selling, which isthe new book that I wrote and was...

...published in January, two thousand andnineteen it was crafted because the world of social selling people wereconfused. How do I use modern digital selling or social selling in an accountbased world? The reality is the whole world can't be all of our customers.How do I focus in on a certain country or a vertical or a set named ofaccounts, and so it's based on our curriculum? Our training curriculum iscalled social selling mastery and the goal was to teach sellers. How,specifically, if you are going to select the most important tip, was howthe select accounts based on competitive advantages rather thancompetitive disadvantages, and ultimately, that powered byrelationships that makes sense and in term of theprocesses that you are using or the way you go about the social platform. Youare using the medium that you are using. Would you say it is mainly base on thetape of personal that you are trying to target or more on the solution, hproduct that you are trying to sell a great question, so the most importantpeace to modern digital prospecting is actually to develop a process atonomousof any solution. Do you think through? What do I want to accomplish? What typeof accounts would I want to find? How would I want to engage them? You drawout those ideas. Without a social media platform thought through an advance,then you identify a platform that best communicates with your audience, soyou're calling me from Europe. If I lived in Germany as an example, I mayuse zen as a tool to execute the very sales play that I designed. If I livein, do by, I may use what SAPP as a tool.The reality is. The tool only is an excelerant and a mechanism to achievecommunication, communication medium or...

...to echieve your research that you wantto conduct. It is not social selling in itself. Okay- and I guess, as Imentioning the introduction we and I like the Tatl of your book socialsilling mastery, because it seems lit it's, it's reesomething is a not atthat. You need know how to perform and, as I ware saying, lots of people aredoing lots of trials and that's what we feel from ourl clients. What would yousay? The key KPI is that you should measure because the resorgience lots ofpeople were speaking about likes at the beginning of facebook. If you've got ifyou can engage tye audience on facebook, obviously, but what would you say thekey KPI is that audience if theyare pushing social setting should look atin order to make sure that not only theyar using the right channel, butalso they've got the right content on the channel. I think that I I thinkwhere people get mistaken, as they spend too much time thinking around theKpis that are available within a social media platform such as content sharing,likes comment shares and in fact we should be thinking of sales objectivesthat were trying to achieve. So is an example. If your goal is to have one net new discovery call everyweek more than you're having right now, that's a sales objective, and thus yetthe KPI that we measure against is our ability to increase meetings andconversation. So for those listening on the call that might be marketers ormight be, ennablement leaders or even sales leaders do not focus on theability to measure what's in front of your face inside a social, medium lifethink about what achieves a sales objective for yourself and then executean ability to measure that vary, those very activities that highly influencesales objectives. So good toeare, you thying that as a response to myquestion. It's it's refreshing because...

...sometimes when I say it is frustrating, but it'syou can have a frustration when it seems that social media, social selling,compention, say actually mersured on rich and the rich is great. But it's alittle bit like. If you are doing a, I guess, an emailing compagn. You couldsend an email to a million people. But if nobody respond to you, that's great.You remailedim a million people, but if you've got n response, what's the point,it's probably better to send email to one person and get them to respond toit. Rather, an reaching a million N, not havving the right message for them,not only from aself Pe Spectut, potentially from a brand perspective,because hit probably means that your message is stronger. More Te Lod, as Isaid, I'm glad you gave that on so because it should be all aboutconversion and sells that that's great moving on to your Youtube Channel. Sowe took a good look at sells for life and we came across a lot of videoswhere Youare, sharing insight and tives through webig als and speaking aboutyour experience, you have thousands of subscrible and great fid back on yourvideos. What would you say, the tip that you would give to people companiwould like to preate their own online presence and get into the social siting,atmosphere, great question, ultimately, whatever business you're in you're,creating subject matter, expertise and intellectual property, the companieswant to hear best practices, pitfalls challenges, the ability for you todocument these, whether they're in video format or they're, in a writtenblog or you're, hosting a Webinar or you're hosting a podcast like we're onright now is creating a schedule to be able to dispense that knowledge outinto the marketplace and the simplest way to do this is to start with a blog.That's where a lot of companies usually start and the best way to start that wecalled the insights committee, and this is where key sellers within anorganization will actually talk into a...

...video camera about pitfalls andchallenges and Best Practices. They're hearing in the market they're basicallygoing to tell customer stories, and then you record that message and youhand it to somebody to do speech to text and now, all of a sudden, you takeall that intellectual property from the sellers minds, you put it into writtenform and you get it out into the market and Ompanies love reading it becauseit's you know the voice of the customer sellers, love sharing it because itcomes from them at's. The simplest way you can get started is just take all ofthe ideas that are in your head and actually record them. Because mostcompanies live in a vacuum. They don't actually learn as much as they shouldon a topic and that's your job is to teach them absolutely. Yes, so greattip, exresion thins. We should have played well sof. So my next questionwould be more Bo. My theory of questions. It is more round theevolution of social media, okay, so, for example, social media long time ago,when as an individual for myself, was my space and then you moved on tofacebook and now facebook is not cool anymore. So people keep keep on movingand I think instagram is kind of the new platform in a way and in the middleyou've got things like twitter, nutchat and everything. So the way people arecommunicating seems to be evolving. We used to post about ourselve and putsome comments and comments on thoseer people, and now it's all about puttinga picture and liking the pictures and changing the media. So you've beendoing what you've been doing for seven years now and- and I would say that alot has changed in two thousand and twelve. So how do you see yourself andyour company progressing with social media and keep on shriving through thatmedium? In getting your word out yeah and there's two places where weit's interesting, as social media evolve, what hasn't been solidified isstrategy and leadership around it. So...

...those are those are the two places thatmy company is doubling and tripling down on helping the reality is as wellthere's hundreds of things you could do on social media platforms, we're notdistilling it. I think that the world of social selling training hadn't donea great job of properly dispilling it down to executable sales place that notonly a seller could could execute goes from strategy to execution, but, moreimportantly, how frontline sales managers could coach towards it andturn it into coachable moments. So, in fact, the platforms keep moving andpeople adjust. What platforms they're on where we're focused is: let'sactually develop a universal roadmap of what the strategy should be. Remember.We talked about sales, plays it's a process, not not a platform. So whatwe're trying to do is define the exact processes that no matter what happenson any particular social media platform. You could just adjust the platform ofchoice to use around the process, and then you could also teach a coach, afrontline sales manager, a second line sales manager to actually look for whatwe would call green flags and red flags. People are doing the right activities.People are not doing the right activities, so that's how we'readdressing it is. I think let the world keep moving in the way it is, but turnthese into coachable moments. Noa, okay, I like the response as well on that one,because I think it's an interesting way to look into it and- and you are right,you can't stop the evolution of the platform. So this thos this coachablemoments are are quite an interesting concept as well. If we look at it nownot from the company with trying to get on the social setting strategy andtrying to get out the message RESOURC social selling, but if we rogretit fromthe end user perspective, what I see...

...myself from prospecting- and I wouldsay using social media as an untal prone as a Cellsperson, I would use,for example, Linktin to cend message to people. Okay, that I want to reach outto. I would say that lingting was probably one of the best tool fiveyears six years ago in time of reaching out to people and the response rate waspretty good, and now I see the response rate going lower, I'm using thes AEmessage. I would like to believe that I'm silisending the rights information,I'm sending pertinence, telod information to the people I'm trying toreach out to. But my question is: From Your perspective: How do you see theend user consuming social media? How do you see them? You see them changing? Doyou see them getting fed up about e specific but formos specific way ofbeing engaged with? I definitely see that more and more sellers areleveraging tools like linkedin to communicate with customers instead ofusing their email platform, but are the ones that are being very successful,are actually rethinking their messaging completely and where theyre rethinkingtheir messaging is instead of using the written word by typing a message to aprospect. What they're doing is making videos they're using free and availablevideo tools that allow them to not only humanize themselves, the celler, butalso synthesize all kinds of best practices, in short, thirty to sixtysecond videos, and they could teach customers things they don't alreadyknow they could show new ideas, because eighty five percent of people arevisual earners. It just makes sense, and so the ones that are reallysuccessful are still using tools like linked in which are getting busier andbusier. You know there's almost like fiveor six hundred million users on itright now, but they're using the power of video to be unique, to be bold anddifferent in front of the customer, so...

...basically using the semedium butcanging,the actuul content, but changing the actual content and video, as we allknow, as consumers is becoming more and more important in society forcommunication, so they're just using what naturally the customer isconsuming anyways, which is videos. I've got to be honest with. Youactually gave some companies meeting not so long ago after receiving a video-and I saat was a very smart way and it was different and also you get afeeling, close Ou to the person, because you actually see them yes, andthat's definitely something that is very wayble and I did fall in the trap.So so I got sort a trap hit was a very well built message and a nice persondelivering that message and that guy seemed to be very pestionated aboutwhat he was doing and he was able to explain to me whele looking at me. Kanof India is Thou Ma Computer with a lot of passion that we should engage, and Ifelt that he was the right thing to say yes to him and I think we'vel got aGoll tomorrow or something like that, so it's definitely walking now youmentioned that there is some free platfurm. Can you just mention the nameof this Patform, so so so, maybe ill just can ever look at them. Yeah. Thetool that I like to use is by a company called vidyard and the tool is calledgo video, it's a chrome extension, a google chrome extension. You coulddownload it and use it on your computer right now. Hmm Wonderful Yi shoulddefinitely take a look at that Salo like some fit. We should try againstlots of good tips and and Insatin the conversation today Jimmy One thing thatwe also do at the lator stage of the conversation which we are getting intonow is to ask you what is the best way for audience to get in touch with you?Some of the people listening to the podcast may want to have a quick cordwith you to discuss the social selling strategy. They may want to get moreinformation or potentially use your services. So what is the best way forthem to get into trithiou Jamie or wish your Tam? The best way to get ahold ofme is actually through linke in they...

...can message me on Lenth, then anytimeor you could email me at Jamie at sales for lifecom, and I am happy to helpyour audience. It was't WAV Youon the shot today Jimmy. Thank you so much forHaing me. operadics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales see Ow operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (117)