SELF IMPROVEMENT AND MOTIVATION

One of the most profound changes in sales and marketing in recent years is the idea that companies should focus on engaging customers more than selling products. A big part of the customer engagement movement involves using various communication techniques to create a meaningful relationship where the customer values you and your company, independent of what you’re selling. There’s been some analysis on a handful of techniques that can drive engagement. Popular examples include social media, storytelling, and content marketing. But most of this analysis has focused on tactical execution, as opposed to how knowing what the customer really wants (read: the customer’s psychology) can help you drive engagement. Try to read Robin Dreeke book called It’s Not All About Me. It’s a primer on how to use ten different communication skills to build rapport with people. Dreeke is the head of the FBI’s Behavioral Analysis Program and his recommendations are based on a good unders...

With the rise of content marketing, sales outreach is changing. And for the better. Modern marketers know that to stay competitive, salespeople must leverage content when selling. Which is why content is strategically produced not only to engage the buyer, but to convert. Sales-driven organizations know that content is the new cold call. But content marketers too often say that sales folks aren’t using content to prospect, in their sales cycles or post-sale. Why? As a salesperson myself, I could guess that they don’t see it as a priority. Here at Kapost we tease, “we only spend our time on revenue-generating activities.” Let me be clear. Content marketing is most definitely revenue-generating. Content helps sales folks engage with prospects at all stages of the sales cycle. So, how can you relay that message to your sales team in a way that inspires action? Here are three things you may not have thought about when communicating about content with your s...

The digital revolution is changing B2B sales in a variety of ways. One study suggests B2B e-commerce sales will exceed $1.1 trillion in the U.S. by 2020. New digital channels of communication emerge each year, presenting new opportunities for communicating with prospects and forcing companies to spread their sales efforts across a variety of distinct platforms. Some prospects are visual thinkers and enjoy viewing presentations on SlideShare. Others are more receptive to a sales pitch over the phone. Plenty can only be persuaded to purchase after connecting with you on LinkedIn, then email, and then a video conference. While every sales channel has its unique advantages, you yield better results when they complement, rather than compete with, each other. Your customers work across multiple channels Putting a multi-channel sales strategy to work for your organization is all about reaching your prospective buyers in the most engaging way possible. Most contemporary B...

Customer engagement is a vital part of any business. Keeping communication with customers in mind is a necessity in daily operations and ensuring the success of your product. When communicating with customers you must establish value, empathize, find the most engaging approach, and provide the customer with control. Follow these 4 steps to improve your sales and marketing communication with customers. Find Value To engage with customers you need to establish what they value. Look at their pain points and provide solutions for these problems. Present your product in a way that shows how you’ll make their lives better. Customers want to do business with people who understand them and can identify with their values.  Signal you truly understand these issues burdening your customers by providing relevant solutions.   Research your target market and survey current customers to identify major issues they face.  Respond to these issues with targeted communication and mar...

Historically, sales and marketing have struggled to work together. And it’s no secret that tension, and sometimes even resentment, exists between the two departments. This disconnect is often deeply ingrained in corporate culture, manifesting in the form of departmental silos and a lack of communication. A  study found that only 8% of B2B companies have tight marketing and sales alignment. Even so, most organizations are pretty adept at recognizing that there is a problem and developing piece-meal solutions. The challenge is identifying and enacting a strategy that promotes enduring change within the company. Why is Sales and Marketing Communication Important? A lack of communication results in two big problems that have a major impact on bottom-line results: broken processes and inconsistent metrics. A recent report from App Data Room and Marketo determined that sales and marketing communication and alignment can generate 209% more value from content, make an organi...