The Center for Sales Strategy Blog

I recently introduced my 14-year-old daughter to the movie City Slickers, the movie about a mid-life crisis plagued man, played by Billy Crystal, who was searching for purpose in his life. One of the characters in the movie, Curly, advised him to focus on “one thing” to give him purpose.

When I work with b2b salespeople, I often think of Curly’s advice. While it certainly takes a lot of focus and work to find the right clients to approach and the right valid business reason to secure an appointment, I often find that when the salesperson gets in front of the prospect they come away empty handed, not understanding the “one thing” his or her client needed. I coach these salespeople to go into a meeting with a desired outcome in mind.

Finding That "One Thing"

The “one thing” is to understand the prospect's or client’s key business challenge. I explain that the key business challenge is the foundation for developing a solution. Without it the client and salesperson are both guessing and it is nearly impossible to develop an impactful solution.

When I am dealing with my clients that sell marketing solutions for a living, I encourage them to uncover the following:

1. A need or opportunity
2. A goal or expectation
3. A timeline of when the goal or expectation will happen
4. Who the prospect or client is trying to reach 

Happy Cinco de Mayo! We had another evenful week. How do you measure the success of your week? Do you look at your scratched-out to-do list and see how much you've accomplished? Do you reflect on your week? Do you plan next week on Friday afternoons?

It’s springtime in the United States. The birds are singing, flowers are blooming, and we’re hoping our long stint of April showers is about over. It’s time to plant the seeds that will become your summer garden. When you plant a garden, the final step is to pull out your garden hose and give the ground a good soaking.

If you spring a big leak in the hose, near where the faucet is, what you just planted is not going to get much water. If you spring a leak at the end of the hose, that water is just going to leak out onto your new seedlings and your garden will grow nearly as well. It’s easy to see that a leak near the beginning of the hose (pipeline) is the bigger problem.

A Leak in the Sales Pipeline

If you’re a salesperson, you probably understand the importance of having an online presence and building a valuable personal brand. Even if you aren’t doing a very good job of managing it, you still understand how important it is, right?

A big part of that brand includes your social media presence. Sure, Facebook is great for sharing cat videos with your old college buddies, but I’m talking about the professional side of social networks—for example, using Twitter to showcase your expertise and knowledge in a particular area and using LinkedIn to “meet” prospects long before you actually meet them in person. If you’re not yet using LinkedIn, Twitter, and even Google+ effectively to interact and engage with prospects, customers, and other industry thought leaders, don’t worry… this post is written just for you.

Here are five easy ways salespeople can start using blogging and social media to increase your sales performance and grow your personal brand.

1. Share content from your personal or company blog. 

Do you or your company have a blog? This is the best source of content you could possibly have to share with your network and stand out against the competition. Share old and new blog posts, share links to landing pages to download ebooks, and invite others to subscribe. 

Take it one step further by including a personal takeaway. Don’t just share the link – add a line about why you think this article is important or useful or a quote from it that you found memorable. 

I recently attended my son’s fourth grade championship basketball game. They had a great season and fought hard, but they just couldn’t pull it out.

Losing the fourth grade championship game is disappointing for sure, but what I found most interesting were the different levels of disappointment from the players. Some were okay with it. They had a good season and enjoyed their time on the team, so losing was no big deal. They walked happily over to the snack area just like they did after every other game. Others were a little more ruffled. They were more visibly disappointed and somber, hanging their heads a bit and walking a little more slowly to the snack area.

Then you have kids like my son, who was devastated. I could see tears in his eyes and his distress was palpable. He talked incessantly about the game for three full days. He analyzed every play, every move, and he asked himself what could have happened differently. He sulked and stewed right up until soccer practice started and the new season of challenges began. 

I love my job. I have a manager who knows, understands, and develops my talents, and I get to spend the majority of my time doing things I’m naturally wired to do.

When you use your natural strengths, you are happier, more engaged, and you feel strong. However, some people are not the right fit for their jobs. Their talents don’t match up with what’s expected of them. They make up a considerable portion of the people who dread going to work each day.

Think about the one thing in your job you do best, maybe even better than everyone else. Now think about the one thing in your job you do most.

Do the two match up?

What if you spent most of your time doing what you do best?

When people use their talents, they can experience exponential growth—yes, they can get 10 times better, 10 times more productive.  But when people are called on to use their non-talents, they experience very limited growth, they struggle to get even 10% better..

I wish I could sing, but I’m a terrible singer. I just can’t carry a tune. If I took voice lessons and practiced every day, I may get a little better, but I will never be a famous vocalist—or even an adequate chorus member—because I don’t have the talent. On the other hand, I love cooking and I’m pretty good at coming up with my own recipes. I love to plan the meal, shop for the ingredients, and prepare interesting dishes for people to enjoy. Now, if I took cooking lessons, I would likely experience tremendous growth, because I already have a knack for it.

You shouldn’t waste time trying to fix one of your weaknesses, but instead come up with a plan to manage the weakness so it doesn’t get in your way. Then spend the majority of your time developing your precious talents.

How do you know if you have a talent?

Can you believe it's May already? At this rate, the year will be over before we know it. We're excited for the summer preview weather we've been having, but if you're in a part of the world where summer preview means tornado season, we hope you're staying safe.

The Center for Sales Strategy Weekly Wrap-Up

• Matt Sunshine wrote about The Center for Sales Strategy's recent conversion to HubSpot Platinum status and discussed how and when we got involved in inbound marketing in the first place.

• Steve Marx argues that brevity is only a virtue in some circumstances. He wrote this piece of advice 20 years ago, and noted that nothing has changed except the delivery channels.

You’ve been reading our blog for a while, and you’re convinced that your company should start an inbound marketing program. But there’s one problem: You can’t get your boss to sign off on starting an inbound marketing program.

Maybe it’s because your boss is unfamiliar with the terminology, or worried about the amount of work it’ll add to your already-full plate. Maybe she needs more information about what, exactly, she’s approving before making a final decision. Maybe she just doesn't know how inbound marketing works.

This post is for you, to show your boss. It’ll walk through the foundations of inbound marketing, and show the benefits. It’ll detail the level of work involved, and offer tips on how to streamline the process.

What is Inbound Marketing?

Inbound marketing is the process of drawing the attention of prospects to your expertise, thought leadership, helpfulness, and reliability, before they are ready to buy. The best and most cost-effective way to convert strangers into customers and promoters of your business.

How Inbound Marketing Works

The benefits of inbound marketing are often misunderstood, leaving management to scratch their heads. The common perception of inbound marketing is that it’s all about writing blogs and lead generation. As you will see, inbound marketing is much more than that. It offers numerous benefits beyond lead generation.

“Keep it short,” they say, “because folks don’t have time to read anymore.” That’s good advice. The shorter, the better. When is brevity a virtue? When you have nothing to say.

Truth is, most of the advice we get telling us to keep it brief is based on the assumption that what we’re writing—be it a blog post, an email, a letter, a proposal, a report—is of little interest to the reader, anyway.

Therein lies the real issue: It’s not so much the length of what we write as it is the content and the layout.

Let’s get more specific, more real, about this notion that people don’t have time to read:

• They don’t have time to read things that are not interesting to them. When the subject is of interest, they’ll devour a 400-page book.

The Center for Sales Strategy is proud to share that we’ve been named a HubSpot Platinum partner,  one of only twelve platinum partners in the world.

Patrick Shea, HubSpot Senior Manager of Channel Marketing, spoke highly of The Center and this accomplishment, “Achieving this exclusive status of becoming a HubSpot Platinum partner represents the highest standards of inbound marketing success and we are thrilled that The Center for Sales Strategy has reached that level. They not only specialize in delivering exceptional client results, but in sharing their expertise with marketers and business owners through world-class educational resources.”

How We Got Involved—and Grew—with Inbound Marketing

The Center for Sales Strategy is a sales performance company with a simple mission statement: To help our clients turn talent into performance. Our clients implement a seven-step process we created, called How Selling. Of course, we eat our own dog food and follow the same steps:

• Find the strongest potential leads
• Select the best prospects using the Ideal Customer Profile
• Approach these prospects using a Valid Business Reason
• Define the prospect's real needs using the Hourglass Needs Analysis process
• Solve the prospect's specific problem with a collaboratively developed plan
• Confirm the sale
• Deliver better-than-expected results