Tag Archives: Marketing

How to Create Account Bonds That Are Bulletproof – Flip Your Triangles


Here is a selling concept that is arguably a fundamental, but it’s one that is too often missed…

The “One and Done” Account Relationship.

“So what,” you might say, “One relationship is all that I need to get my contract signed!” That may be true.  But, I guarantee that in today’s dynamic business environment, one relationship will not keep that Account for you – much less keep it growing.

We all know that our contacts at an Account must be deep, and constantly refreshed.  But sometimes we forget that they also must be Plentiful.

Picture two triangles bonded by one point a the apex. Only the tips of these triangles are holding them together.  Our one point equals our one relationship – you and your key contact. No matter how strong this one relationship, do you think that bond will be strong at the Account level?  Not strong enough!  Even if that relationship is the Chairman of the Board or the CEO, there will be changes in careers, dynamics in responsibility, relocations, re-orgs, spin-offs, changes in priorities, and on and on. Here’s another challenge to your one point bond – How about our top competitor coming to town deciding they will buy the business and co-opt your contact by building momentum with other buyers in the account?  News flash…Your bond won’t hold.

Relationships point

 

Now, picture the same two triangles, only this time they are bonded by many points along their bases. Our many points equal our many relationships.  You, your President, your COO, your Marketing Director, your VP of Distribution, your Customer Service Manager, etc. – all connected through you to their peers at your Account.  Now, no matter what happens to one or two of them, the bond is strong.  Imagine that competitor coming to town in this scenario.  They will simply bounce off.  It’s unbreakable.  It’s…Bulletproof.  

Relationships 2

 

Challenge: Think through your Account list right now.  How many of your Accounts are linked by only one key contact?  More than half? Don’t feel bad.  That sums up my informal poll over the last 25 years.

There are plenty of great books out there for building deeper and more abundant client relationships. Here is a quick Amazon search with some great recently published books on the subject.

But here’s the thing – regardless of your methods to build those relationships, you should not be wondering what to do on Monday morning.  Plot your course and expand those relationships…Flip Your Triangles!

Powering Mass Collaboration with Salesforce Communities


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My firm works with our clients to deliver world-customer service and collaboration solutions on salesforce.com. Many of our clients cite interoperability with front-office systems (sales, marketing, customer support, and others) as a priority outcome of their collaboration initiatives. For those who are contemplating, or have already invested in the Salesforce platform,Salesforce Communities offers a powerful solution.

Driven by CEO Marc Benioff’s relentless vision for social business and mobile innovation on the platform, Salesforce Communities has evolved over the past few years from a simple chat application to a robust collaboration platform, fully mobile responsive. These changes have transformed Salesforce into a recognized leader in enterprise social collaboration with some distinct advantages in certain areas:

100% Data Driven: Salesforce is always in sync and interoperable with production data on accounts, contacts, opportunities, campaigns, and more – right out of the box, with no need for a traditional data integration effort.

“Lead with Mobile” Philosophy: Salesforce has extended the full functionality of the Salesforce platform, enabling you to automatically leverage your knowledge workers in the field to dramatically increase the freshness and accuracy of data. This built-in mobility also allows you to spend more of your implementation effort on functionality and outcomes vs. development of a “mobile version” of your social applications.

Mass Collaboration on “One Version of the Truth”: You can include customers, employees, and partners directly and securely into your front office processes on one, central database. Having this system of record dramatically improves data leveraged in the user experience. The various components of Salesforce Communities – such as Chatter, Chatter Answers, Knowledge, Cases and even Visual Workflow all leverage a consistent data set within your community.

Connect and Extend: When the need arises to integrate to core systems outside the front office, the Salesforce platform is among the most secure, and extensible on the market. The freedom to further enrich the customer/partner/employee experience by syndicating data from other enterprise systems is another way that Salesforce Communities can increase system-use efficiency and enterprise collaboration.

Measure to Manage: The Salesforce platform embeds powerful analytics to make fact-based decisions on the iterative evolution of your social business. You can share reports, and now Salesforce dashboards with Salesforce Communities users to measure and guide behaviors for community activation, adoption, and ongoing optimization.

Link to the Broader Public Conversation: Salesforce allows you to participate in the conversations that happen outside of your four walls as well, with social listening and outreach tools such as Exact Target Marketing Cloud and Radian6 Social listening and strategy are a core offering of 7Summits. We can now integrate these enabling technologies to complement your Salesforce system for real-time open social feedback on your collaboration efforts.

Mass collaboration and social business solutions can be a powerful factor in driving your business outcomes and aligning your front-office operations.

If your enterprise technology playbook includes Salesforce, 7Summits can help you take those outcomes to the next level.  Feel free to contact me to continue the conversation: (Twitter) @tim_kocher

The Big Question on Social…Can It Move The Needle? (Spoiler Alert…YES)


The NeedleI’m often asked various forms of the question “What can ‘social business’ actually deliver in terms tangible benefits?”It’s a fair question, for a relatively new set of processes and tools for the vast majority of companies today, social collaboration can sometimes seem like alchemy.

One way to provide some answers is to quote statistics that have emerged from the industry as it matures. For example,McKinsey estimates that through added value and productivity, social could add $1.3 trillion to the economy.

But perhaps a more valuable (or at least more tangible) insights can be gained by real-world examples of organizations that are doing it right. One solid example is a client of my firm, 7Summits, who was entered for a 2014 Forrester Groundswell Award, Penn Foster. Penn Foster is the nation’s leader in distance education, offering more than 105 accredited and career-focused degree, diploma and certificate programs. The school is also a Training Partner to over 1,000 corporations and 400 schools and institutions, and has over 25,000 graduates each year. For a full description of their recent initiative and it’s impact, please see this post on the 7Summits Blog.

Here is how Penn Foster answers the big question:

  • 200% increase in user adoption
  • Over 60,000 registered users within the first year of adoption
  • 30% reduction in email interactions for 2013
  • Cost per interaction has improved by 45%
  • Increased engagement with students and unprecedented access to personal insights that help tailor communication

That’s the sound of the needle moving!

The Economics of Attention: Why Your Prospects Aren’t Listening to You (via Andy Paul)


Information overload, conceptual imageI just read an outstanding post from the author of “Zero Time Selling,” Andy Paul.

In it, Andy explains the theory of economist Herbert Simon from Carnegie-Mellon University.

Simon wrote: ”…in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”

Due to the absolute overload of the digital information age, your prospects are completely barraged and consumed with messages each and every minute of the day.

The key message?  Andy says this – “Selling with Maximum Impact in the Least Time requires planning. Each interaction with a prospect has to create value for them. Whether it is a phone call, email, text, video chat or sales call, planning for the next prospect interaction has to answer the question: what information does the prospect need from us today, or what questions do they need answered today, to move to the next step in their buying process?

Great food for thought as you decide what sales and marketing messages you chose to engage in with your clients and prospects this week.

While you’re at it, be sure to read Andy Paul’s book “Zero-Time Selling.”  It’s a must read for practical ideas to apply the principle of Return on Time Invested (ROTI). Meaning, what is the prospect’s return on time invested talking with you?!

The Value of “The Human Interface”


face to faceIt’s an unfortunate paradox, but one that is harder and harder to ignore.  The more energy we all pour into our computers, social media, and mobile interfaces, the less time we spend on our person-to-person, human interface.  There are many articles highlighting this dynamic – that social media is ironically making us less social human beings. A great Facebook-focused article on this topic can be found here in The Atlantic.

But you don’t need to do comprehensive research for this information, the anecdotal evidence is all around us – kids texting from across a school bus aisle, adults arguing via Facebook posts, even teens impersonating other teens using “text spoofing” and other electronic interfaces.

The Workplace version of this story took on a new reality last week.  Here is what happened, according to Tech Crunch:

While at a Python programming conference, a developer who used to work for a company called Playhaven apparently made a joke about “big” dongles and “forking someone’s repo.”

Adria Richards, a developer evangelist sitting in front of them, called them out on Twitter and in a blog post for making the conference environment unwelcoming toward women

A huge, nasty online exchange erupted on the social media universe, and ultimately, both the programmer and Adria lost their jobs.  Very serious.  Very sad.

What if instead Adria had simply turned around and told the programmer that she found his comments offensive?  It’s easy to imagine that with face-to-face communication, this conflict could have been resolved much more effectively.

So, what does this have to do with sales and marketing?  A lot, I think.

I believe that we as Sales and Marketing Professionals have also lost some practice with direct human communication.  We use voicemail, email, text, and even social media to carry out much of the communication that was once almost exclusively face-to-face with our customers.  Have there been efficiency improvements, absolutely.  But, I can’t help but wonder how much more effective some of our critical conversations would be if we delivered them on the human interface.

Sales People – Play Your *Position (*It’s Changed)


Parents who have watched their children growing up playing soccer can appreciate this.  It’s the phenomenon I call “swarm-ball” where the young kids cluster around the ball, eyes fixed on it, and move as a swarm up and down the field, flitting around to the brink of exhaustion.

Years go by.  Then, something magical happens.  All the coaching sinks in and like a light-switch, the players lock into the concept of playing their position.  Suddenly all the lost energy becomes focused and efficient.  Players are making passes, assists, and goals more often with less exertion and more accuracy.

Sales people have a position to play in a selling process too – and it’s changed.  Radically.

In recent years, as the internet has exploded and buyers are more educated than ever, sales people can no longer afford to just “chase the ball.”  Buyers don’t like it.  They won’t tell you – they just won’t buy from you.

It boils down to this, you are no longer the source of information on your product or service.  Whether they have it or not, clients will come to you feeling as though they have all the knowledge about their purchase (want proof of this trend? Ask your Doctor if Web MD has caused her any frustration in this area with the medically “brilliant” patients she now must deal with).  Clients do their homework first.  We all do this when we buy. 

My respected friend, Ardath Albee (follow her on Twitter immediately if you don’t yet – http://twitter.com/#!/ardath421 )  is a thought-leader in content marketing.  This is the art and science of generating interest, attention, value, and engagement (that leads to YOU and the active selling position you play).   Here is Ardath’s new concept of a sales funnel:

The bottom line is that you as a sales person no longer work the entire funnel.  You and your organization need to need to put good, valuable content out there to capture the interest, gain the attention of, communicate value to, and Engage potential buyers.  This is where your position kicks in.  At this point is where you can make a huge difference as a sales person.  You can have more qualified sales conversations, and close more sales, if you play your position

Don’t to shoe-horn your clients into being “sold” on your product.  Instead, play your position by leveraging content marketing techniques to engage clients in the front end of the funnel while you bring value to buyers in key conversations and their decisions to buy. Be the best possible player you can be from “engagement” onward in this funnel and you will score more goals!