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The Center for Sales Strategy Blog

Using Webinars to Give Your Business a Voice

Salesperson_at_computer

Like many of you reading this, I would much rather read an email or visit a website to learn about a product or service than talk directly to a salesperson. And forget about meeting a sales representative in person. 

Nothing against salespeople—I was one myself at one time. We will truly never be able to replace salespeople in the sales process, but we need to adapt to the reality that most buyers aren't ready to talk with salespeople early in the buying journey. Yet we need to be present at the early stages of the buying journey. We need to give our marketing a real voice in order to build trust and deepen relationships that will lead to an in-person sales discussion.

It's often been said that people do business with people they know, like and trust, and I wholeheartedly agree. The challenge we have as marketers is how best to get people to know and like us and our company's products and services—and more importantly, how to trust us. 

Some of the most popular methods of communication that marketers use to help us get to know, like and trust a a company are videos, podcasts and webinars. 

Let's look at a few distinctions between videos, podcasts and webinars to see why webinars are becoming so popular.  

Topics: webinars sales leads

Radio Advertising Calgary Crafts a Strong Inbound Marketing Program

Radio-Advertising-Calgary

Radio Advertising Calgary was started by three account managers from Corus Radio Calgary. Together, Sherie, Jason, and Michelle bring over 35 years experience in marketing consultation and customized new media to their clients.

About a year ago, Sherie, Jason, and Michelle started realizing that traditional outbound sales methods like cold calling were no longer enough to bring in the advertisers they needed. They knew the buying process had changed, and they knew they could use their expertise and thought leadership to attract leads. After reading Matt Sunshine’s book, LeadG2: Getting Prospects to Raise Their Hands, they realized that they needed to craft an inbound marketing program to match the modern buyer’s journey.

Topics: inbound marketing Sales sales leads

This Week, I Became a Salesperson’s Problem

The_Gatekeeper

This week, it occurs to me that I’ve become the kind of person many of our clients find most challenging. You see, there’s this guy—I’ll call him Doug—who’s been reaching out to me by email, asking me to tell him who’s in charge of printed materials at The Center for Sales Strategy.

Over the past few of weeks, he’s sent me several notes, each one demonstrating another degree of persistence. Most recently, he came out very directly and said, “I going to be even more persistent than you are busy,” as if this was a war of attrition that he would eventually win. So I sent him a response, but not the one that he wanted.

I sent him a note explaining that my lack of response had less to do with how busy I am than the fact that his email did not earn a response. He found my name, and somehow, my email address. Other than that, his notes demonstrated little knowledge of my company and zero knowledge of my role in it. I wrote to him that he was asking for a referral, in a way, that he had not earned… asking me to identify the person in charge of buying printed materials for my company. (We don’t really have anyone in charge of that. We print our own.)

In his emails, he claimed that he could help, but offered little understanding of how he could help. I couldn’t tell if he was selling printers, printer ink, or printing services. So I responded to his email, but not in the way he was hoping. Instead, I explained why I wasn’t getting back to him and what he’d have to do to change that outcome. (I gave him a free coaching session on VBRs, I suppose.)

Before you click “Send” on your next introductory message, please scrutinize it with these kinds of questions:

Topics: Sales sales leads