#435. Frame a Message That Resonates with Buyers. With Barbara Giamanco.
Barbara Giamanco, a Keynote speaker, coauthor of the great book, The New Handshake: Sales Meets Social Media, and podcaster, joins me for the second time on this episode of #Accelerate!
[:51] Barbara’s company is Social Centered Selling, in Atlanta, originally focusing on helping organizations develop their strategy around implementing social media into their selling practice, and now, helping frame the entire buying experience.
[2:08] The biggest challenge for sales reps is in framing a message that resonates with what the buyer cares about. Barbara notes how management could improve rep training.
[3:03] Barbara says reps need to research their client and their client industry’s trends and pain points, to know many pertinent facts before engaging a contact. What problems interfere with this rep behavior?
[4:41] Barbara notes that very few colleges provide a degree in sales. To make matters worse, 40% of organizations are not onboarding sales staff with consultative training on sales skills. Kennesaw State University offers an amazing sales curriculum.
[8:04] Students coming from the Kennesaw curriculum are hired quickly, and hit the ground running with top skills. What does Barbara suggest to encourage additional colleges to pick up the sales curriculum?
[10:18] Barbara considers generational issues, such as the Millennial’s aversion to the phone. A sale doesn’t come from a Tweet! Inside Sales reps that are not trained may damage the company brand instead of bringing in profit.
[12:49] People need more training in how to researching industries, trends, challenges, and pain points, and how to spin that into a contact’s accepting a meeting. Quality of outreach is more important than quantity of emails sent.
[18:21] Salespeople call Barbara and ask her to tell them about her business. No. Look on LinkedIn before you call. Look at causes, charities, interests, and company focus. Don’t waste the contact’s time, and don’t roll right into the pitch.
[21:49] New technologies enable more phone calls, but it’s the quality of conversation you have when somebody picks up the telephone that counts, and that is a big gap in skill. Barbara has advice for managers.
[24:40] Harassing by email is not welcome. Don’t ask why someone didn’t respond. They didn’t respond because you didn’t offer them value that resonated with them.
[26:31] Organizations need to evaluate their processes. Hiring more salespeople to make the same errors will not move the needle for an organization. Quality plus quantity is needed. People are buying from people. See Google’s ZMOT theory.
[33:35] Individual salespeople can make a commitment to change the buyer’s perception. Don’t let the buyer lead you down the path. Learn what they need, and how you can help them.