Sam Dunning is a marketing expert who has helped start-ups through to well-known brands get results via digital marketing strategies.

In this episode of The Salesman Podcast, Sam answers the common question of why B2B salespeople need to start creating content and the massive benefits of doing so.

Resources:

Sam on LinkedIn

WebDesignChoice.co.uk

Sam’s podcast – Sam’s Business Growth Show

Book: Thing Explainer: Complicated Stuff in Simple Words

Transcript

Will Barron:

Coming up on today’s episode of The Salesman Podcast.

 

Sam Dunning:

You see people in your feed. They’re posting each and every day and they’re actually giving genuine insights. They’re saying, “Look, I spoke to this customer last week. They asked me about this. Here’s some tips.” Or they’re giving videos to actively help you, whether it’s sales, whether it’s marketing, all these different kinds of tips. And over time, I think, wow, they’ve got so much knowledge in this space and they’re openly sharing it without asking for the details from me. They must know what they’re talking about.

 

Sam Dunning:

So it goes without saying, you need to start creating content that’s going to be relevant to them and thinking about questions that clients are coming to you whether each day in and day out, and ways that you can bring insights, ways that you can bring value and mixing up your content. Not just doing text posts but doing a video and all sorts.

 

Will Barron:

Hello sales nation. My name is Will Barron and I’m the host of The Salesman Podcast, the world’s most downloaded B2B sales show. On today’s episode we have the legend that is Sam Dunning and he is the co-owner and sales director of Web Choice UK, which you can find over at webchoiceuk.com. And on today’s episode we’re asking the question, “Do salespeople need to create content and spoiler alerts?” Yes, of course you do if you want to have success in modern B2B sales.

 

Will Barron:

Everything that we talk about in this episode is available in the show notes over at salesman.org. And with that said, let’s jump right into it.

 

Selling Skills Versus Content Creation Skills. Which One is More Important in This Day and Age? · [01:25] 

 

Will Barron:

Okay. So in today’s episode, we’re going to get into why salespeople need to create content. And I might be making a presumption here, so I’ll tee up that presumption with this first question Sam. In the world that we’re currently living in, people working from home, content seems more important than ever, from my perspective, is… Which is more important to create new revenue? Is it the skill of creating content or is it the skill of being able to, for example, sell on the phone?

 

Sam Dunning:

It’s a tough question and I’m not sure if there is one specific answer. I think… I mean, If we start from scratch, I think in the future, possibly content could be… I always say content is key because it’s a big part of what I do. And perhaps if I start with a little story about myself Will, it might give us some context and help the audience understand how it...