Putting the Squeeze on Baffling Legalese, Shift your Mindset for Serious Success, 5 Advanced Selling Skills, 8 Ways to Use Social Data
Margo Mulvihill
?? Fractional CMO | Digital Marketer with Sales DNA | Data-Driven Sales Funnel Expert | Helping clients with Demand Generation, Social Media Marketing, and Conversion Copywriting | AI Explorer ??
A Tone of Voice That is More Distinctive Than the Brand Itself!
Insurance company Lemonade's tone of voice is so good it actually manages to make T&Cs readable: "The main way that most brands attempt to make their small print palatable is either with a lipstick-on-a-pig humorous distraction (eg. calling the Ts&Cs ‘the boring bit’ or saying ‘the lawyers make us say this’) or helpful precis (‘what this really means is X’). Both of those approaches are predicated on the belief that it’s not worth fixing the problem cos people don’t want to be bothered with the detail anyway. Lemonade start from the belief that people genuinely want to know, and will take the time to read through it all – as long as you explain everything clearly, logically, and helpfully."
Well before the onset of COVID-19, there were signs that the profiles and characteristics of world-class sales leaders were changing. Since the pandemic, we have seen these changes accelerating and new dimensions in sales leadership coming to the fore.
These changes demand different capabilities in the sales function and adjustments to the leadership style of chief sales or commercial officers.?
As it’s members begin entering the workforce, gen Z is now the fastest-growing demographic on LinkedIn. But members of this generational cohort are not using LinkedIn in the same ways as their predecessors, as their values, priorities and views regarding work and professionalism are uniquely theirs.
“Brands should recognize the importance of not just ‘winning’ the gen Z consumer, but bringing us in as true partners in the marketing process....Authenticity is key to gen Z, so an easy first step is ensuring our voices are included in the conversation.”
Regardless of how skilled you may be or how amazing a product or service is, it’s your mindset that will make or break a business.
"But without the?certainty?that I could do what it takes, none of that would have mattered."
Exceptional salespeople don’t separate themselves from the pack by doing what everyone else is doing and hoping for the best.
They go above and beyond, and you can’t do that if you lean exclusively on conventional sales skills.
1. Being Helpful Without Being Too Friendly
2. Conveying Value Specific to Your Prospect
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3. Teasing Out Pain Points Your Prospect Might Not Have Even Considered
4. Relaying Industry-Specific Knowledge
5. Maintaining a "Contrarian Mindset"
A great read ??
Trends in B2B marketing have always evolved and changed to better reflect the market’s behavior.
Here, 14 Forbes Agency Council members share their thoughts and predictions on which of these trends will endure beyond this particular moment in history to stand the test of time, and why.
Social listening is a weird discipline. It’s so versatile that it can be tricky to define – or even narrow down to a brief list of benefits or use cases.
Ways to leverage social data include:
Consumers are engaging with online video more than ever, and social media users are constantly on the lookout for exciting stories to share with friends and followers online.
This means the hype that a timely piece of video content creates can fade fast these days. Ceating an ad that stands the test of time is a major win for a brand, and this article explores various ways to achieve that elusive quality using video.
Hope you have a succesful week.
Margo
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