How Joe 5x'd closing with all his sales reps (B2B)

Over the last 10 years, Joe Lemon have been perfecting a method of driving B2B sales using three main parts:

1. Activating Key opinion leaders (KOL) and use the leverage of media
2. Harvesting Customers Testimonials
3. Category evangalist reframing of insights for sales and customers

What I'm writing below the video is a summary and I'll try to get to the point without too much fluff.

If you want the full conversation, listen to Joe and me discussing it here:

Activating Key opinion leaders (KOL)

The foundation of the method is to make sure the Key Opinion Leaders in your field is using your product. In Joe's case, the KOL are doctors who activly practice medicin, have their own clinics AND they activly speak at conferences and the like to other doctos.

For others, it might be people who have a lot of sway in the digital space, where your target buyers are listening/watching. In any case, you need to get them to use your product.

Joe started by contacting KOLs who were up and coming, and pitched them the new innovation, how it is coming into your field soon, and offering the KOL to be one of the first to get their hands on it. (ca 5 minutes in Joe explains it in more detail).

Harvesting Customers Testimonials

In the B2B space, the buyer and end user are usually different people. In the B2C world, end user testimonials are critical. But in the B2B world we easily forget the end user, and just focus on the buyer and getting testimonials from them.

What Joe did was to help his doctor customers set up "testimonaial booths" that the customer could go to right after a successful treatment. This simplified the collection of testimonials by:

1. Allowing the patient to give a testimonial when they feel grateful for the success.
2. Making the friction as close to zero for the patient. Just walking a couple of paces and talking into a camera.

(Joe goes into more detail at around 12:30)

Category Evangalist Reframing of Insights for Sales and Customers

This is where the whole concept comes into fruition.

You might think that it's enough to have your KOL, (a doctor for example) say his positive words about the product during a conference. Heck, maybe even recording it and sharing it.

But the truth is, that it's not packaged in such a way it can be used to evangalize the category or sell the product.

What do I mean by that?

If you are evangalizing a category, you are sharing the benefits of seing a problem in a new way, solving it differently. But not by saying "use my product", but by saying "use this type of solution" (and I'm probably selling it, but that is another question).

In my personal case, I talk a lot about short form videos and how to use that to drive revenue. I talk about the category of short form and how to use it. I don't say "my short form video process is really good and you should buy it from me".

The problem is then that when a KOL is talking on stage, they are not necessarily speaking in such a way that is accessable for your buyers. Or accessable for your sales team to use.

That is where the Evangalist comes in.

One of the jobs for the evangalist is to invite the KOL's for podcast interviews and making clips at trade shows. In doing so, the evangalist makes sure to angle the questions and get answers out of the KOL's that are more useful to the customer base.

Then we get a powerful secondary effect - the evangalist is learning from the KOL's, making him/her able to make their own content on the subject. The evangalist becomes a kind of translator from KOL-language to customer-language. The Evangalist is then sharing all this reframed content to the customer base through social media posts and email lists.

(Joe explains this with more detail from 19:30)

The connection with sales

Important to note is that the job of the evangalist is to keep cranking out great insights from KOL's and others, reframe it and deliver it to the sales/marketing team so they can nurture the potential customers, giving them the insights they need to move to a buying decision.

Summary and other stuff in the episode

With this method, Joe was able to 5x the sales from his sales team. Quite the increase!

The stuff above is just a summary, Joe was giving insights for 50 minutes in a row. The episode was powerful and I recommend you to give it a full listen.

It kicks off fast and insight density is high.

Enjoy!