Accelerate Podcast with Andy Paul
February 22, 2017

How to Reach the Right Contacts with the Right Messages. With Victoria Godfrey. #388

Joining me on this episode of Accelerate! is my guest Victoria Godfrey, CMO of Avention, now part of Dun and Bradstreet. Among the many topics that Victoria and I discuss are the various ways Avention is helping drive revenue and growth for companies by harnessing target account and contact information. We also discuss account based everything, and how aligning marketing with sales, following the data, helps improve the number of closed deals.

KEY TAKEAWAYS

[:52] Avention works with company and contact business data. Victoria joined Avention a couple of years ago, after a career in marketing. Avention tools offer B2B data, relative to target accounts and contacts, that help drive revenue and growth.

[2:08] Avention offers iSell, an easy and effective subscription desktop app that gathers all the information a salesperson needs to go after new accounts and customers, with SWOT analysis, and company and contact information.

[4:15] Another Avention tool is The Art of the Start, pairing marketing and sales, to pick the best sales qualified accounts. Messaging is tailored to the target account and their contact, focused on getting the right message to the right person.

[6:53] Victoria’s team uses Avention tools to reach targets by looking at triggers, news alerts, company information, reports, and more, to discover the important drivers and initiatives of the account. Account contacts receive tailored messages.

[8:55] It is critical for marketing and sales to be aligned, to send a unified message to the account. Reps are responsible for engaging contacts with the aligned message.

[12:18] When marketing and sales are aligned, they own the funnel together. Marketing owns the top, sales owns the bottom; each influences the other. The revenue is attributed to both. If the CEO is not supportive, alignment is unrealized.

[15:53] At Avention, Victoria, and the head of sales spend a lot of time in each other’s offices, discussing mutual needs, budgets, efficiencies, and results. Data and Martech tools empower transparency and alignment.

[17:23] Marketing and sales use data tools and experienced judgment to pick accounts together, to assign resources, and create the unified messaging point. Frequency depends on the sales cycle and strategy. Avention does this, ongoing.

[21:54] Because of the intensive use of resources, you will use parallel paths for sales: some are account based, and some use conventional sales efforts.

[25:30] Victoria discusses data-driven sales. Data has made great changes in marketing, and martech has boomed over the last decade or so. The same is true in sales. Data drives revenue growth. To neglect data is to lose opportunity.

[29:52] CRM data is being used by some companies mainly for reporting results. More emphasis should be paid to using data to engage enterprises and drive more sales.

[30:44] Avention also offers DataVision, that combines your data with Avention data, to segment clearly the key and top-priority accounts.

January 19, 2017

How to Influence and “Pre-Suade” Buyers. With Robert Cialdini. #359

Joining me on this episode of Accelerate! is my guest Dr. Robert Cialdini, New York Times bestselling author, with three million copies of his books sold. Dr. Cialdini is known for his international best-selling book, Influence: The Psychology of Persuasion, as well as his latest book, Pre-Suasion: A Revolutionary Way to Influence and Persuade. Dr. Cialdini is the Regent’s Professor Emeritus of Psychology and Marketing at Arizona State University, as well as the President and CEO of Influence at Work. Among the topics Dr. Cialdini and I discuss are how his own experience of being “a pushover” led him to research how people are influenced to make decisions; the six (now seven) central precepts of influence and how to use “pre-suasion” to prime prospects to receive the value of your messaging.

KEY TAKEAWAYS

[2:36] Robert says he’s always been a pushover to buy things he didn’t want, and to make contributions to causes he didn’t know, while people walked away with his money. This is why he started studying the psychology of influence.

[3:56] He wrote Influence to inform people how to recognize and resist unwelcome influences upon themselves. All of his clients, though, want to harness influence, not to deflect it.

[6:34] If we tap into those fundamental motivations that are universal to humanity, then we have a set of influence tools that will be most successful over the widest set of situations and populations.

[7:07] The 6 key precepts of influence.

[15:11] A tactic used on American POWs during the Korean War, was to ask for a neutral agreement before asking for a big one. The agreement mentally turned them from prisoners to assistants. This also works, to turn prospects to customers.

[18:34] Dr. Cialdini once found he was influenced to make a contribution to a man at his door, who had presented no credentials, and no evidence of validity. Dr. Cialdini made a donation, and felt good about it,  until he realized how he had been influenced.

[21:28] Savvy communicators Pre-Suade, before they deliver their message. It is not changing a person’s mind, but changing their state of mind, so that they willingly receive your message.

[23:39] If you want to sell by quality, rather than price, show an environment of quality in your marketing materials. Dr. Cialdini tells of a study of clouds vs. pennies for landing page backgrounds, for a furniture store. Listen, for what happened!

[28:37] What has been most recently elevated to top-of-mind, when you’re about to make your pitch? That is what will determine how receptive people will be to it.

[29:20] Dr. Cialdini discovered a seventh principle of influence: Unity (being one of us). People say, “yes” in the boundaries of, “we.” Point to existing memberships you share before you ask. Ask advice (as of a partner), not opinion (as of a customer).

[36:37] These principles work effectively in person. But even in an email, if we start it with a personalizing, connecting message, then that re-establishes the human basis for exchange.

[38:37] Andy recommends to all his listeners to read both books: Influence: The Psychology of Persuasion, and, Pre-Suasion: A Revolutionary Way to Influence and Persuade.

November 9, 2016

How to Entice, Disarm, and Discover Your Clients. With Ian Altman. #301

Joining me on this episode of Accelerate! is Ian Altman, Founder and CEO of Grow My Revenue, best-selling author of two books, Same Side Selling: A Radical Approach to Break Through Sales Barriers, and Upside-Down Selling: An integrity-based Sales Approach to Avoid Being Predictable. Ian is also a sought-after keynote speaker, an expert in sales leadership and business growth, and author of articles featured regularly in Inc. and Forbes. In this episode, Ian and I discuss understanding the problems your product solves for the customer, how to qualify your customer by enticing them, disarming them and discovering their needs, and how to preserve the integrity of your sales process.

October 14, 2016

Is Sales a Marathon or a Sprint? With Bridget Gleason. #279

Welcome to another Front Line Friday with my very special guest, Bridget Gleason. This week’s episode veers off-track in a hurry as I Bridget and I share stories about marathon running (and how that helped Bridget land a job) and bouncing back from getting laid off. It all comes together as we discuss the critical role curiosity plays in success, and the importance of having a competitive spirit, grit, discipline, and passion to persevere and win in sales.          

September 28, 2016

How to Bring A Personal Touch Back Into Sales. With Michael Sacca. #265

My guest on this episode is Michael Sacca, host of the business podcast, Rocketship.fm, and Head of Partnerships at Crew. Among the many topics Michael and I discuss are how sales professionals can succeed and thrive in a world where sales teams are at risk of being engineered out of the selling process; and, how the personal touch in sales can influence the emotional element of decision-making and become the differentiator that helps you close the deal.

September 23, 2016

Springsteen and Sales. With Bridget Gleason. #261

Welcome to this week’s edition of Front Line Friday with my regular guest, Bridget Gleason. I recently attended an inspired concert at the Meadowlands by The Boss himself, Bruce Springsteen. What a show.  He engaged the audience in a performance that lasted nearly four hours and not once did he take a break. At age 67. The energy, commitment and enthusiasm that Bruce brought to the stage was remarkable.

What struck me the most was that after a legendary career that has spanned more than 40 years Bruce sang every song like he had something to prove; as if it were his first, and last, chance to impress us.

It set me thinking about our profession of sales. Why do we struggle to bring our best selves, our “A” game, to each and every sales interaction we have with prospects and customers?

Join Bridget and me for this episode of Accelerate! as we discuss how developing good sales habits, practicing consistently, and prepping for each sales call like it’s your first – and executing each and every sales call like it’s your last – helps build your skills and elevates your productivity. And, in the process, creates your own legacy of excellence.

August 24, 2016

Why Sales Needs to Understand the Buying Process from the Inside Out. With Michael Nick. #235

Michael Nick is a Principal at Technology Finance Partners, founder of ROI4Sales and bestselling author of ROI Selling and Adapt or Fail: Process with Power. In this episode Michael and I talk about how your customer’s process of gathering and evaluating information, and making decisions about products and services is evolving and how sales reps need to change with it. Michael shares why sales reps need to increase their business acumen to effectively communicate with decision makers and influencers. This is a must listen!

July 7, 2016

How to Build Your Sales Stack. With Brandon Redlinger. #194

Brandon Redlinger is head of growth at PersistIQ, which makes outbound sales more effective by bringing the human element back to sales. In this episode, Brandon and I talk about how effective sales development is based on balancing personalization with automation. Be sure to listen in as we discuss what should be in your sales stack in order to improve your sales productivity.

June 29, 2016

How to differentiate yourself in a crowded market. With Drew McLellan. #188.

Drew McLellan is the owner of Agency Management Institute, co-founder and CEO of McLellan Marketing Group, author, speaker, and a widely read blogger for small businesses and entrepreneurs. In this episode, Drew tells us what sales reps can do to differentiate themselves in competitive markets and how to connect and engage in a meaningful way with potential buyers. Among the topics we discuss are:

  • The five rules of writing a killer sales letter that commands the buyer’s attention.
  • How sales and marketing can collaborate to present a consistent value message to buyers throughout the funnel.
  • How to add value to every communication with a prospect.
June 24, 2016

Sales Stories and Lessons Every Salesperson Should Hear. With Bridget Gleason. #185

My regular guest on Front Line Friday is Bridget Gleason, VP of Corporate Sales for SumoLogic. In this episode, Bridget and I share interesting stories from our sales careers and the lessons we have learned along the way. Among the topics we discuss are:

  • Why an in-depth understanding of your customers is essential to a successful sales career.
  • Why integrity is always the best sales strategy.
  • The most dangerous sales moments. And, what to do when you encounter them.
  • The diversity of experiences and lessons you learn from customers is what makes sales a fun and interesting career.