ValuePros Show

Episode Overview

In this episode, you'll hear us talk about how to connect with potential buyers online, how to build trust over time by contributing content and closing new business with the buyers you've been building relationships with. I met our guest, A Lee Judge, on LinkedIn, where I sent a connection request knowing he'd be someone I would want to follow. He has a beautiful podcast - the Business of Content Podcast with his co-host Dontaye Carter. I love Lee's quote, "it's better to ask a favor from a friend versus a sale from a stranger."

[1:35] How did you get into the game of business content?

• Originally came from media production:
• • Started out in music and video production
  • Degree in Multimedia Production & Broadcasting
  • Traveled the world as a performing DJ
  • • Required personal branding to get gigs and gain attention
  • Had a job in marketing

[4:20] Can you explain your quote, "It's better to ask a favor from a friend instead of a sale from a stranger"? How do you make connections with buyers?

• Once you begin to make a connection with someone, it's harder for them to not respond to you.
• Networking connections and establishing relationships through LinkedIn
• • Tchotchkes story
• There is always a human element, no matter the type of content you create

[12:50] What is the importance of mixing it up when networking on social media?

• If you share someone else's content, you also have to give an opinion.
• Connect with people that are relevant and are of value to you:
• • Value their opinion and input.
• Mix it up with your own content as well as your own opinions.
• Contribute and engage in your other connections posts.

[18:55] What is your advisement for people who want to share their media?

• Take your talents and point them towards media that produces the best type of content that works for you.
• • Try out different things to find your talents:
  • • If you think you can, then try it.
• People focus on the value:
• • Shows through your delivery through the media content that you produce.

[24:11] How do you respond to negative criticism(the haters)?

• You're nobody until somebody hates you.
• There will always be haters.
• Turn your haters into your motivators.

[26:55] Advice and resources?

• Company motto– "Be Content."
• • Pay attention to yourself
  • Capture brilliance
  • Produce and create good content

Additional Resources

You can connect with A. Lee Judge here:

• A. Lee Judge (LinkedIn)
• ContentMonsta (Lee's Site)
• The Business of Content Podcast

For More Great Content

If you are finding this content valuable, visit us at thesalesconversationpodcast.com. I would appreciate it if you would subscribe, rate, and review this show on Apple Podcasts. Your feedback will be very much appreciated and will help me promote the show to others who will benefit.

Credits

Sound editing and show notes produced by – ChirpSound

Episode Overview

There has been a primary theme in storytelling over the past few years in sales. Stories are the #1 way to connect with a buyer and help them see their situation in a new way. In this episode we will push into how to tell better stories with Theresa Francomacaro– a chief storyteller for a construction company and a facilitator/learning professional who consults for individuals and businesses. We will talk about understanding story structure, as well as the neurological aspects of how stories impact prospects. The way you tell your story will fundamentally shift the emotion and mood of your audience.

Episode Timestamps

[2:15] Background on Theresa and her focus on storytelling

• Teresa started back with storytelling in sales, where she helped people tell their brand story and their marketing story.
• She discovered the best way to stand out and differentiate yourself from others is through authentic storytelling.

[3:16] Why should sellers focus on storytelling?

• It gives the opportunity to create a long-term relationship with your audience by focusing on their interests and the human connection that you are making with them.
• Stories are what connects us:

• Five primary neurological responses that are inherent in any great story.
• A lot of people do not know how to be an authentic storyteller.

[5:07] How do you structure your story?

• ICCC (pronounced "ice").
• I – inciting incidents. Every story needs to know what happened, where were you, and what were you doing.
• C – conflict. What is going on? What changed?
• C – climax of the story.
• C – closure.
• Story spine:

• It doesn't matter where you start your story.
• Story structure can vary. It depends on your audience.

[10:01] What is the relevance of storytelling in the digital world?

• Sift through the information that is being communicated through digital means.
• Show how you've helped and enriched peoples lives with your product.
• Put out the stories that will land in the realm of the interests of your audience.

[11:03] How do you avoid death by story?

• To tell an authentic story, you need to make it personal and you need to keep it relevant.
• An authentic story should be no more than 2 minutes long.

[12:50] What are the five primary neurological responses that tap into the emotions of your target audience?

• Any great story will include at least one of these responses:

[19:12] How do you know which neurological responses to use when telling your story?

• Tap into your prospects and do your research on your target audience:

• What do your prospects need to feel?

[22:26] Who needs to get involved in storytelling?

• Finding out who are the right people that you should be telling your stories to.

[25:30] What do people need to learn to up their game in storytelling?

• Make it Stick, a book by Peter C. Brown.
• Practice your storytelling!

Additional Resources

Linkedin:

https://www.linkedin.com/in/theresafrancomacaro/

Video Links:

The Power of Storytelling to Change the World: Dave Leiber

The Storytelling Animal: Jonathan Gottschall

How to Speak So People Want to Listen: Julian Treasure

Simon Sinek: First Why and Then Trust

The 7 Secrets of the greatest speakers in history: Richard Greene

Danajaja Hettiarachchi World Champion of Public Speaking 2014

6 Public Speaking Tips To Hook Any Audience: by Charisma on Command recapping Mohammed Qahtani's speech "The Power of Words"

The Magical Science of Storytelling

For More Great Content

If you are finding this content valuable, I would appreciate it if you would subscribe, rate, and review this show at Apple Podcasts. Your feedback is much appreciated and will help me promote the show to others who will benefit.

Credits

Sound editing and show notes produced by – ChirpSound

Episode Overview

Sellers struggle with selling business value. They are taught to sell products, but not how to sell based on business value. In this episode, my former college roommate, business partner, and lifelong friend, Darrin Fleming, speaks about why we should be selling based on business value. Darrin is the founder and CEO of ROI-Selling.com and a business leader with experience in marketing and sales across different sizes of businesses, from small companies to huge multinational corporations. He helps his clients build their strategic marketing capability, and is a specialist in honing his clients' business value propositions and assisting sellers to sell based on business value.

Episode Timestamps

[1:55] How did you get involved in helping sellers with value selling?

• Began as an economic evaluator for an engineering plant:

• • Evaluated projects and investments
• Left manufacturing/engineering and moved into consulting:
• • He is now helping marketers and sellers with their value-based conversations.
  • He's also helping sellers help buyers with deciding on whether the product is a good investment.
• Tom Siebel:
• • He challenged his product leads to make sure they had a tangible ROI as part of their product value proposition.

[4:07] Why is having a business value discussion a critical ingredient to the sales conversation?

• Customers at some point need to do their own cost-justification when investing in an expensive product.
• It is essential to go beyond the product that you are selling, and it is necessary to talk about the problem that you are solving. It is even more critical to have a business case to garner buyer approval.
• Being able to quantify value and having a hard ROI– the business case can be the #1 catalyst.
• An ROI is a qualification tool that can help you focus your efforts on customers where you are going to deliver the most value.

[8:14] What are the different inhibitors that get in the way of sellers having a business value conversation?

• Darrin spoke about a joke he uses when training sales reps mentioning he tells them the goal of the training program is to turn them into "accountants," and that includes removing their personality. Again, it's just a joke.

• • There's a fear of working with quantifiable numbers.
• Thinking about the way a company works as not a financial discussion:
• • How does a company make money?
  • What are their drivers of financial success within their organization?

[14:03] What are the practical steps for helping sellers gain the ability to carry a business value conversation?

• A lot of sales discussion is modeled around solving a problem from the customers perspective

• Need to ask the questions:

• How big is the problem?
• How much is it costing?
• What can we eliminate?

• • Is it a cost problem? Time problem? Quality problem?
• To do this, you need to understand your customers business and how they make money.
• Approach with an income statement perspective.

[20:28] What should the audience do to learn more about value-based selling?

• Darrin's blog focuses on different aspects of value-based selling.
• Darrin's Linkedin group helps to engage in conversation with topics on value-based selling.

Additional Resources

To learn more about upping your game in selling based on business value, please visit Darrin's website and join him on Linkedin.

Darrin's Website:

http://www.roi-selling.com/resources

Blog:

http://www.roi-selling.com/blog

Linkedin:

https://www.linkedin.com/in/darrinfleming/

https://www.linkedin.com/groups/1805780

For More Great Content

If you are finding this content valuable, visit us at thesalesconversationpodcast.com. I would appreciate it if you would subscribe, rate, and review this show on Apple Podcasts. Your feedback will be very much appreciated and will help me promote the show to others who will benefit.

Credits

Sound editing and show notes produced by – ChirpSound