The Center for Sales Strategy Blog

Today, we're thinking about our brackets, and wondering why college basketball is so hard to predict. How's your tournament going?

The Center for Sales Strategy Weekly Wrap-Up:

Below are some takeaways found within this week's blog posts:

Sales Hunters, Sales Farmers, and… Sales Trappers?:

"Trappers do it differently; they entice the prey—er, prospects—to come to them. They set out the honeypot that brings the bears, the cheese that attracts the mice, the information and advice that pulls prospects in and prompts them to make the first move toward doing business.  In the epic battle between the Sales Hunters and the Sales Farmers, it just may be the Sales Trappers who win."

The writing process of a multi-author company blog follows a specific pattern (at least it does here at The Center for Sales Strategy). The author submits their blog post, it goes through an extensive editing process (which includes finding the right title, keywords, calls-to-action, image(s), and relevant links within the post), then it gets scheduled in the content calendar, and finally it gets published.

After a post gets published, it's time to track engagement. In fact, it’s a good idea to measure engagement on a monthly or quarterly basis. That way, you can continue discussing the topics that got a high level of engagement and stop talking about the things that people aren’t interested in reading (or perhaps you can repurpose the content to be more targeted to your target persona and their interests).

In some niches, blog commenting is the way to measure engagement. For example, a recipe with 4,341 comments always looks impressive. Business blogs do not get the comment volume that recipe blogs do, and that’s okay. With a business blog, we have different goals, and we know there's no direct correlation between blog comments and customers. So we measure engagement in a different way.

Below are four questions to answer to determine if your readers are engaged:

1. Are people sharing your posts?

For decades now, those of us in the B2B sales world have talked about two kinds of salespeople—Hunters and Farmers.  Some sales organizations are even formally divided into groups of Hunters and groups of Farmers, with different expectations set for each.  Here’s a summary of these two archetypes:

Sales Hunters

Hunters set out into the territory (literally or figuratively) looking for prey—er, prospects. They’re famous for their hyper-focus and the better ones are renowned for their skill with a variety of weapons (they call them approaches).  Nobody chases business and bags it better than a Hunter.  They’re motivated first and foremost by the thrill of the hunt; when the hunt is over, so is the thrill… until the next prospect comes into view.  Just as a pure hunter might not care if he ever eats his prey, the most extreme Sales Hunters are often not so effective at serving and maintaining that client long-term.

Today, we're celebrating the official beginning of Spring! We hope wherever you are, you see flowers blooming instead of a snow pack.

This Week at The Center for Sales Strategy

The old saying used to be, “You get out of it what you put into it.”  In the era of inbound marketing, you could almost reverse that phrase:  The quality of content you push out will directly correlate to the quality of leads you bring in through your company’s blog.

Much focus is placed on the quantity of material you publish through a corporate blog, and publishing consistently in is important. But quantity will never serve as a substitute for quality, and volume will never be a fair trade for substance.

We're bringing back a popular feature -- our weekly wrap-up along with the best posts we've read around from around the web this week. Today is pi day (get it, 3.14?) and we're celebrating by eating pi(e) -- how will you celebrate?

This Week at The Center for Sales Strategy

Below are some key pieces of wisdom found within this week's blog posts:

• From The Remediation Myth: Why You Can't fix Weaknesses:
  "We can get ten times better in an area of natural talent, but only ten percent better when we try to improve in area not supported by natural talent."

What I Have Learned as a CEO About Engaging Prospects

I have spent nearly all of my adult life as a top-producing salesperson, sales manager, or consultant. For years, I have taught many organizations how to find and engage prospects, and they do very well. But there is one undeniable truth that changes outcomes more than any other when it comes to new business development: having prospects who already know a thing or two about your company.

A prospect who already knows something about your company and how you do business, a prospect who already has genuine interest in buying from you, is much more profitable than the one where you work to create a need for your product. Many of us have seen the now-classic movie, Glengarry Glen Ross where the good leads were allegedly locked in the safe and created much angst among the pressured salespeople.

Last week I had the pleasure of speaking at the Country Radio Seminar in Nashville. My presentation covered the need for sales organizations to rethink the way they generate leads for their salespeople. The painful truth is that most B2B sales organizations rely almost entirely on their salespeople to drum up new business opportunities. As a result, salespeople are spending more and more time trying to find that rare qualified prospect and less time doing what they do best: finding needs and selling solutions.

Recently I was having a discussion with my colleagues about how Dynamic Website Personalization (DWP) is changing inbound marketing and how it's going to change the way that websites are designed and leads are captured and nurtured.   This conversation was prompted by a great article from the folks at Entrepreneur.com
about how websites are being designed with the user experience taken into consideration to create a more personalized experience based upon customer life cycle, industry or other criteria that is deemed important. 

If there’s one thing every inbound marketer should do in 2014 to ensure they’re set up for success, it’s incorporating a content calendar into their inbound marketing strategy. And for those who currently use one, I suggest you take it one step further and make sure you’re taking full advantage of this beneficial planning and tracking tool. 

A content calendar is your key to making sure you are consistently publishing strategic, unforgettable, and share-worthy content.