Good Selling Radio in association with SalesFitness Group

Good Selling Radio in association with SalesFitness Group

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Good Selling Radio in association with SalesFitness Group episodes

  • Communications led sales enablement - ep 9 - A continuing conversation

    How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

    Key takeaways:

    • The need for continuity of brand experience is highlighted, especially in organisations leveraging their sustainability story and corporate purpose.
    • The importance of a meaningful, relevant, and continuous conversation into sales is emphasized.
    • The use of personalised content is highlighted, especially in the early stages of the customer journey.
      • 3 min
    • Communication led sales enablement - ep 8 - The trust vacuum

      How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

      Key takeaways:

      • Trust is essential in enabling sales, especially in business-to-business buying behaviours.
      • Trust is earned and can be leveraged through corporate reputation to foster a deeper connection with the target customer.
      • Salespeople play a significant role in leveraging corporate reputation.
        • 3 min
      • Communications led sales enablement - ep 7 - The trust equation

        How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

        Key takeaways:

        • The three elements driving trust are credibility, reliability, and intimacy, divided by self-orientation.
        • The importance of corporate intimacy is highlighted, creating a sense of connection between the parties.
        • If customers feel the organisation has their interests at heart, they will continue to buy.
          • 4 min
        • Communications led sales enablement - ep 6 - Stories not pitches

          How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

          Key takeaways:

          • The need for sales teams to rethink their language and use tools that have traditionally been the domain of  influence and reputation management.
          • The importance of understanding that prospects value the conversation point and the story at the point of sale.
          • The role of the seller or relationship manager to ensure the right story is being fed to their contacts in the right way.
            • 6 min
          • Communications led sales enablement - ep 5 - The relationship with communication and sales

            How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

            Key takeaways:

            • Historically, there has been a dissonance between communications and sales, with marketing often claiming it's the marketing that's delivering the right content and creating qualifying leads and sales saying its not their fault!
            • The emergence of the Chief Revenue Officer (CRO) role is seen as a solution to this dissonance.
            • The role of the CRO is seen as a way to integrate processes that can sometimes be a turf war that doesn't serve the company well.
              • 3 min
            • Communications led sales enablement - ep 4 - Customer journey and collaboration

              How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

              Key takeaways:

              • The need to influence behaviour earlier in the customer journey, focusing on the zero moment of truth.
              • The salesperson's role extends throughout the buying cycle, influencing the buying group's view of the selling organisation.
              • Businesses are recognising the need to combine communication skills with data-driven insights.
                • 3 min
              • Communications led sales enablement - ep 3 - Growing and keeping existing customers

                How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

                Key takeaways:

                • The focus is on how businesses engage with customers and potential customers.
                • The importance of managing churn is highlighted, not just for gaining new customers but also for growing and  retaining existing ones.
                • Salespeople are not getting the time they would like to have with the buying group, with 83% of buying time spent on non-traditional activities.
                • The need to manage this fragmented process is highlighted.
                  • 3 min
                • Communications led sales enablement webinar - ep 2 - Breaking away from tradition

                  How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

                  Key takeaways:

                  • The traditional role of corporate communications is being redefined, from marketing focusing on engaging the customer and salespeople running the last mile.

                  • The shift is towards a systemic approach where regular customer conversations should inform the organization about customer issues and co-innovations.
                  • The conversation suggests a radical change in how sales, marketing, and corporate communications should work together.

                  3 min
                • Communications-led sales enablement - ep 1 - Intro

                  How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

                  Key takeaways:

                  • The need to operate in a rapidly changing world.
                  • The importance of selling value rather than selling commodities.
                  • The focus on awareness, consideration, engagement, and conversion in communications campaigns.
                  • How sales, marketing and corporate communications interact in the funnel
                    • 4 min

                  About Good Selling Radio in association with SalesFitness Group

                  From the publisher's feed

                  Welcome to the Good Selling Radio. Podcasts for sales professionals looking for peak performance. GSR shares ways to make new and existing customer relationships easier, more effective, and more…