Accelerate Podcast with Andy Paul
February 25, 2017

How to Differentiate Yourself by Building Your Authority. With Mike Saunders. #391

Joining me on this episode of Accelerate! is my guest Mike Saunders, an authority marketing strategist, talk show host on The Business Innovators’ Radio Network, and author of Authority Selling: Opening More Doors to Closing More Business. The main topic we discuss is authority selling, and how small business owners, entrepreneurs and sales professionals can increase their influence by building their authority.

KEY TAKEAWAYS

[:53] Mike teaches marketing strategy at three universities. He also has a digital agency, Marketing Huddle, with a focus on marketing and sales with a strategy of authority positioning, or gaining attention from your audience for your product.

[2:16] Grand Canyon U., Colorado Christian U., and Cardinal Stritch U. are the three universities where Mike teaches marketing strategy, brand management, and “Marketing 101.” Mike just surpassed 140 episodes of his radio show.

[3:44] Small business owners, entrepreneurs, and sales professionals are the audience for Mike’s book. Every business person has something to sell. The book focuses on authority in your niche. Trust and credibility build up to authority.

[6:12] Mike doesn’t imply having an international reputation, like Grant Cardone, as the basis for authority. In your network, be the (fill in the blank) expert, to build authority. Support your tribe, as Seth Godin teaches.

[8:33] Chet Holmes’ Ultimate Sales Machine says that 3% of the market is ready to buy, but many more will buy in the near future. In either case, you have a buyer, and you want to stand out in their minds, with authority positioning assets.

[10:32] The expertise gap can be the space between the customer’s product knowledge and the facts. It also means a sales person’s lack of confidence in their own authoritative expertise for the product, even when they legitimately have it.

[12:15] Sellers need to acknowledge the buyer’s distractions. When buyers are compelled to action, they still need to choose between purchase choices. Make your website landing page professional and expert. That makes sales easier.

[14:25] An authority positioning portfolio is a collection of assets establishing your expertise. It could be a thumb drive with you logo on it, and your website, a proposal, and recent projects in it for a client’s review. It can be on your website.

[15:40] Include media mentions, podcast, radio, or TV interviews — anywhere you are visible in your industry; maybe a book you wrote. When people peruse it, it is convincing. Your competitor probably has nothing similar.

[18:57] Instead of starting with a big media outlet, get on a relevant podcast, connect with a local business reporter, write a business development book. Get social proof, such as testimonials and reviews. Have a structure to seek these.

[28:03] Mike’s approach to tie together content marketing and SEO: compile 10 FAQs and answers, and 10 Should Be Asked Questions and answers, and discuss three of them on one podcast. It drives traffic both to your site and the podcast.

 

November 3, 2016

How to use Channel Partners to Grow Your Sales. With Jay McBain. #296

Joining me on this episode of Accelerate! is Jay McBain, CEO of ChannelEyes, a software company that helps vendors drive and manage channel partner sales. Among the topics Jay and I discuss are why more companies are looking to build their business through channel sales partners, how channel sales are transforming entire industries, the tools that are needed to effectively service and support channel partners, and much more. Join us now!

October 25, 2016

How to Accelerate the Growth of your SaaS Company. With Nic Poulos. #288

Joining me on this episode of Accelerate! is Nic Poulos, Founder of Bowery Capital, a thesis-driven early-stage investor backing exceptional founders. Among the topics Nic and I discuss in this episode are: why enterprise customers are becoming more willing to buy mission critical systems from start-ups, what strategies help a start-up to get through the growth stage, and how to structure an effective proof-of-concept trial that works for your buyer and you.

October 17, 2016

How to Use Metaphors to Sell Your Intangibles. With Andrea Goulet. #281

Joining me on this episode of Accelerate! is Andrea Goulet, Founder & CEO of Corgibytes, a software/code remodeling firm based in Richmond, Virginia. Among the many topics Andrea and I discuss are how Andrea incorporates her company’s core values into her team’s selling efforts, how to use metaphors when selling your intangible value, and how selling her company’s core values have helped with conversion rates and customer lifetime value.

July 23, 2016

Growth Hacks & Profit Hacks. With Steven Daar. #208

Steven Daar, is the author of Profit Hacking: The Web Entrepreneur’s 3 Part Formula For Maximizing Success and Founder of Conversion For Good.

In this episode, Steven shares the data driven insights that help many of his clients, including several Shark Tank participants, to generate more leads and convert a higher percentage of those leads into orders. Be sure to listen as Steven shares key strategies to hack your growth and profits by increasing the overall value you provide to customers.

June 20, 2016

Using Inside Sales To Increase Revenues in Competitive Markets. With Lynn Hidy. #181

Lynn Hidy, the founder of UpYourTeleSales.com, is an expert at creating profitable inside sales teams. In today’s episode, Lynn and I discuss how companies can use inside sales to grow revenues in competitive markets. Among the topics we discuss are:

  • How to build a motivated and enthusiastic sales team.
  • The impact that your verbal “body language” has on buyers.
  • How to accurately track of your selling time.
  • Measuring the activities that move you forward in your prospects’ buying process.
  • How to create an effective sales script.

 

June 6, 2016

How to Define, Lead, and Own Your Market. With Gene Hammett.

Author, speaker, and entrepreneur, Gene Hammett, is the founder of Core Elevation, Inc. He is a business coach to high-achieving leaders and host of the Leaders in the Trenches podcast. In today’s episode, Gene and I discuss the steps entrepreneurs should take to establish a leadership position in the markets they serve. Among the topics we discuss are:

  • Why understanding your audience is important.
  • How to tightly define the niche market you serve.
  • How fear limits your ability to achieve your goals.
  • What it means to “lead and own” your market.
May 30, 2016

On Accelerate! Now: Episode 166 with Richelle Shaw. The Million Dollar Equation for Entrepreneurs.

Richelle Shaw built her first business from $300,000 to $36 million in less than 5 years. It’s a great story. And, then, like many others lost it all during a severe economic downturn. However, that did not stop her. Because she had a plan that she would use to quickly and profitably build her new business to $1,000,000 in revenues in less than 5 months.

Richelle is the best-selling author of The Million Dollar Equation. On this show she breaks down the details of The Million Dollar Equation and how entrepreneurs are using it to put strong systems in place that are helping them succeed and quickly grow their businesses. Among the topics we discuss are:

• The steps Richelle took to build her million dollar business in 5 months (that became the Million Dollar Equation.)

• The systems you need to implement to ensure that you keep a client for life.

• The strategies you need to use to build a strong referral system.

• The essential value entrepreneurs receive from developing multiple sources of revenue.

April 28, 2016

On Accelerate! Now: Episode 144 with Guy Nirpaz. The Role of Customer Success Teams in Growing Your Revenue

Guy Nirpaz is the co-founder and CEO of Totango, a leading customer success platform. He is also the author of the new book Farm Don’t Hunt: The Definitive Guide to Customer Success.  In today’s episode Guy and I discuss the critical role Customer Success teams play in expanding the lifetime value of your customers. Among the many topics we are discuss are:

  • The essential differences between Customer Success and Customer Service. And, what this means for your business.
  • The role of Customer Success in onboarding, expanding and renewing customer relationships.
  • How to use Customer Success data to reduce customer churn.
  • The role of value creation in driving renewals.
  • The biggest challenges that customer success teams face.
April 26, 2016

On Accelerate! Now: Episode 142 with Joe Pulizzi. How to Use Content Marketing To Radically Grow Your Sales

Joe Pulizzi is the founder of Content Marketing Institute and the author of the best-selling book Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses.  In today’s installment, Joe and I discuss how to correctly, and patiently, use content marketing to dramatically increase your sales. Among the many topics we discuss are:

  • What “content marketing” really means to your business.
  • Why you need a plan to consistently target the right audience, your “sweet spot,” with your content.
  • Why content-based marketing is an essential tool to help your prospects get to know, like and trust you.
  • How a small/mid-size business should use content marketing to grow its business.
  • How to convert “followers” into “subscribers” who are ready to do business with you.