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 were listening to be tob revenue acceleration, a podcast dedicated helping software executive stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to be to be a revenue acceleration. My name is looking with it, and I'm yet today with Jamie Shanks, see you at sells for life. How are you today, Jimmy? Fantastic. Thank you for having me. Well, it's a pleasure having you. The topic for the day's a pisidies outset up your business for the social world. But before we go into the the details of the conversation, Jamie, we always ask a very simple question at the outside, which is, can you please introduce yourself, as well as the company you represent, sells for life? Fantastic. So my name's Jimmie shanks. I'm the CEO of sales for life, and sales for life is a professional services firm that focuses on skills, enablement and training. So our expertise is consulting and training sales leaders and sales professionals on a very specific topic called social selling. But ultimately our real responsibility is pipeline creation, powered by modern digital selling, our social selling. Okay, that sounds it definitely isn't yet. We are a lot about and lots of people are investing in social media, but it's in it is also a bit of wall that people are still trying to understorm's in training to experiment. So I ma Charlotte, of holiday audience will benefit from the conversation today. On the side of running your company, also the youth of two best setting books on them as well, which are tied towards social setting, mastery and spear selling. Those book by the great impact on Ridaos with one of your books writing extremely number one and Amazon your release. So cost of all congratulation for that, because that's that's a bit of an achievement. But going on to my question, I was the recognition for Your Best Practices shuting this book being persived by Your readils. Well, I think that a specifically spear selling, which is the new book that I wrote and was published in...

January two thousand and nineteen. It was crafted because the world of social selling, people were confused. How do I use modern digital selling or social selling in an account based 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 of accounts? And so it's based on our curriculum. Are Training. Curriculum is called social selling mastery and the goal was to teach sellers how, specifically, if you're going to select. The most important tip was how to select accounts based on competitive advantages rather than competitive disadvantages, and ultimately that's powered by relationships. That that makes sense. And in some of the processes that you are using, on the way you go about, the social platform you are using, the medium that you are using, would you say it is mainly based on the type of persona that you are trying to target or more on the solution and product that you are trying to sell? A great question. So the most important piece to modern digital prospecting is actually to develop a process autonomous of any solution. So you think through, what do I want to accomplish? What type of accounts, what I want to find? How would I want to engage them? You draw out those ideas without a social media platform, thought through an advance. Then you identify a platform that best communicates with your audience. So you're calling me from Europe, if I lived in Germany, as an example, I may use Zin as a tool to execute the very sales play that I designed. If I live in Dubai, I may use WHATSAPP as a tool. The reality is the tool only is an accelerant and a mechanism to achieve communication, communication medium,...

...or to achieve your research that you want to conduct. It is not social selling in itself. Okay, and I guess, as I mentioned in the introduction, we and I like the Theato of your book, social selling mastery, because it seems that it's it's raise something is a knot that you need to know how to perform and, as I was saying, lots of people are doing lots of trials and that's what we feel from all clients. What would you say the key kpis that you should measure, because there is audience, lots of people who are speaking about likes at the beginning of facebook. If you've got, if you can engage your audience on Facebook, of Ry. But what would you say of the key KPI is that audience, if they're pushing social setting, should look at in order to make sure that not only that using the right channel, but also they've got the right content on that channel. I think that I I think we're people get mistaken as they spend too much time thinking around the Kpis that are available within a social media platform, such as content sharing, likes, comment shares, and in fact we should be thinking of sales objectives that we're trying to achieve. So, as an example, if your goal is to have one net new discovery call every week, more than you're having right now, that's a sales objective and thus yet the KPI that we measure against is our ability to increase meetings and conversation. So, for those listening on the call that might be marketers or might be enablement leaders or even sales leaders, do not focus on the ability to measure what's in front of your face inside a social media plas think about what achieves a sales objective for yourself and then execute and ability to measure that very those very activities that highly influence sales objectives. So glad we are. You saying that as a response to my question. It's it's refreshing because...

...sometimes I want to say it's frustrating, but it's it. You can have a frustration when it seems that social media or social selling campaign, should I say, actually measured on the rich and the rich is great, but it's a little bit like if you are doing an, I guess, an emailing campaign. You could send an email to a million people, but if nobody respond to you, that's great. You've emailed in a million people, but if you've gotten a response, was the point. It's probably better to sell an email to one person and get them to respond to it rather than reaching a million and not having the right message for them, not only from a self perspective but potentially from a brain perspective, because it probably means that your message is stronger. More the Lord. As I said, I'm glad you gave that on so because it's it should be all about conversion and cells. So that's great. Moving on to your YouTube channel. So we took a good look at a sells for life and if we came across a lot of videos while you're sharing insight and tapes through web nails and and speaking about your experience. You have thousands of subscriber and great feedback on your videos. What would you say? I'll the teeth that you would give to people. Company. We would like to Creid our own online presence and get into the sociorts sitting atmosphere. Great Question. Ultimately, whatever business you're in, you're creating subject matter, expertise and intellectual property. The companies want to hear best practices, pitfalls challenges. The ability for you to document these, whether they're in video format or they're in a written blog, or you're hosting a Webinar or you're hosting a podcast like we're on right now, is creating a schedule to be able to dispense that knowledge out into 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 we called the insights committee, and this is where key sellers within an organization will actually talk into...

...a video camera about pitfalls and challenges and Best Practices they're hearing in the market. They're basically going to tell customer stories and then you record that message and you hand it to somebody to do speech to text and now all the sudden you take all that intellectual property from the sellers minds, you put it into written form and you get it out into the market and companies love reading it because it's, you know, the voice of the customer sellers, of sharing it, because it comes from them. A stuff. Simplest way you can get started it's just take all of the ideas that are in your head and actually record them, because most companies live in a vacuum. They don't actually learn as much as they should on a topic, and that's your job, is to teach them. Absolutely yea, so great tips, actuation things we should have play it well self. So my next question would be more about my theory of questions is more around the evolution of social media. Okay, so, for example, social media, long time ago when for as an individual, for myself, was my space, and then you moved on to facebook, and now facebook is not coold anymore. So people keep keep on moving and I think instagram is is kind of the new platform in a way, and in the middle you've got things like twitter, snapchat and everything. So the way people are communicating seems to be evolving. We used to post about ourself and put some comments and comments on those other people, and now it's all about putting a picture and liking the pictures and changing the media. So you've been doing what you've been doing for seven years now and I would say that a lot has changed into thousand and twelve. So how do you see yourself and your company progressing with social media and keep on screaving through that medium in getting your word out? Yeah, and there's two plays. is where we it's interesting as social media evolves, what hasn't been solidified is strategy...

...and leadership around it. So those are those are the two places that my company is doubling and tripling down on helping. The reality is as well, there's hundreds of things you could do on social media platforms. We're not distilling it. I think that the world of social selling training hadn't done a great job of properly distilling it down to executable sales place that not only a seller could could execute. Goes from strategy to execution, but more importantly, how frontline sales managers could coach towards it and turn it into coachable moments. So, in fact, the platforms keep moving and people adjust what platforms they're on. Where we're focused is let's actually develop a universal road map of what the strategy should be. Remember, we talked about sales place. It's a process, not at not a platform. So what we're trying to do is define the exact processes that, no matter what happens on any particular social media platform, you could just adjust the platform of choice to use around the process and then you could also teach a coach, a frontline sales manager, a second line sales manager, to actually look for what we 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're addressing it. Is I think. Let the world keep moving in the way it is. But yeah, hearn the is in the coachable moments now. Okay, I like the response as well on that one because I think it's it's an interesting way to look into it and and you are right, you can't stop the evolution of the platform. So those, the scachable moments, are quite an interesting concept as well. If we look at it now, not from the company with trying to get on the social setting strategy and trying to get out the message for social social selling, but if we look at it from the end use of perspective. What I see myself from prospecting and I would say using social media as an...

...nonshore Pronoun, as a sales person. I would use, for example, Linkedin to send message to people. Okay, but I want to reach out to I would say that Linkedin was probably one of the best tool five years, six years ago in term of reaching out to people, and the response rate was pretty good. And now I see the response rates going lower and I'm using the same message. I would like to believe that I'm still sending the rights information, I'm sending pertinence till out information to the people I'm trying to reach out to. But my question is, from your perspective, how do you see the end user consume, mean social media? How do you see them? Do you see them changing? Do you see them getting fed up about the specific, but foremost specific quail being engaged with? I definitely see that more and more sellers are leveraging tools like linkedin to communicate with customers instead of using their email platform button. Are the ones that are being very successful are actually rethinking their messaging completely, and where they're rethinking their messaging is, instead of using the written word, by typing a message to a prospect, what they're doing is making videos and they're using free and available video tools that allow them to not only humanize themselves, the seller, but also synthesize all kinds of best practices. In short, three thousand two hundred and sixty two videos, and they could teach customers things they don't already know. They could show new ideas, because eighty five percent of people are visual learners. It just makes sense. And so the ones that are really successful are still using tools like Linkedin, which are getting busier and busier. You know, there's almost like five or six hundred million users on it right now. But they're using the power of video to be unique, to be bold and different...

...in front of the customer. So basically using this seb medium, but changing the actual content, but changing the actual content, and video, as we all know as consumers, is becoming more and more important in society for communication. So they're just using what naturally the customer is consuming anyways, which is videos. I've got to be honest with you. Actually gave some companies a meeting not so long ago after receiving a video, and I saw that it was a very smart way and it was different, and also you get a feel closer to the person because you actually see them, yes, and that's definitely something that is valuable and I did fall in the trap. So I got such a trapped he was a very well built message and a nice person delivering that message and that gay seemed to be very pasionate about what he was doing and he was able to explain to me, while looking at me kind of India ice through my computer, with a lot of passion, that we should engage and I felt that he was the right thing to say yes to him. And I think we've got a cold tomorrow or something like that, so it's definitely walking now. You mentioned that there is some free platform. Can you just mentioned the name of this platform? So so, so maybe audience can have a look at them. Yeah, the tool that I like to use is by a company called videyard and the tool is called go video. It's a chrome extension, a google chrome extension. You get downloaded and use it on your computer right now. Wonderful. Why I should definitely take a look at that. SOS like something that we should try against. Lots of good tips and an insight in the conversation today, Jimmy, one thing that we also do at the later state of the conversation, which we are getting into now, 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 code with you to discuss the social were setting strategy. They may want to get more information or potentially use your services. So what is the best way for them to get into trees? You, Jamie, always your team. The best way to get ahold of me is actually through Linkedin. They can message me on linkedin anytime, or you could...

...email me at Jamie at sales for lifecom and I am happy to help your audience. It was twelve you on the show today, Jimmy. Thank you so much for having me. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to be tob revenue acceleration. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time,.

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