What was the point in time that I figured out #ClosedCircuitSelling through #CommercialAccessGates you ask?

This is exactly what happened.

I sat there, thinking why on earth are all the bid contracts of the majority getting rejected.

Then it clicked.. Does anyone actually like ready twenty seven pages about another company they are hoping can solve their biggest problems. Not really.

Thats akin to blanket messaging, spray and pray and four page services in emails.

1984 called, and they wanted their playbooks back.

So I realised two things. Bid contracts and proposals don’t attend to this ;

??What would the key target audience need to see

?? Where would they need to see it

??Will that make it real for them? and take them to the dream state and what does that look like?

They actually put the buying committee, on the back foot.

So what could we do, that would make it about them, their problems and hit the above key indicators?

Cut down the bid contracts, to be a short copy of what was suited to solve their problems, and remove anything about US other than name.

Okay, but why would they still want to read this?

Delivery mechanism, needed to lean on creative to strike with difference.

That was the second thing I noticed, had marketing been given authority for top down targeting and and end to end revenue plan, they would have noticed where all these deals were getting stuck, and or indirectly realised their marketing / content / educational content wasn’t solving this problem.

So what did I do?

I chopped up bid contracts to be client lensed.

Made that into sales copy

Made that into the creative that should have been created at the start, and covered off on any objections in one go.

I used that as the market differentiator.

I then, determined, who was in market NOW from mathematically working out known variables within their product suite.

If they were past their tipping point, they SHOULD be in market for a sales and lease back and or a change / upgrade.

That’s good, but what about getting to ALL of them. Instead of one by one.

That was the easy part, I just found where and who had access to ALL of those personas in one place, and used the creative to ask for the access to discuss.

#ClosedCircuitSelling was born, through utilisation of #CommercialAccessGates .

Growth by magnification.

Boom, okay so it worked in Financial services and insurance.

Where else would it work.

Could I tilt, where the #commercialaccessgate was, and replicate this to commercialise any business irresppective of it being B2B or B2C. — Yes.

To test this in real time, I replicated this process in FMCG.

Just by shifting where the gate, for one to many resides.

And then again and again, in multiple industries, until as you know people started asking me to guest on shows and explain how I did it.

For those of your that unequivocally recognise the ease of use I am suggesting here, YES this is co-dependent on being in an organisation, where you CAN play outside the box. Aka, marketing and bid, either help you with this, or you are ALLOWED to do this.

MANY that know my story, know I found it easier to ask for forgiveness after I had the contracts than it was to ask for permission to change a large wheel turning ship’s Go To Market strategy (in whole).

BUT, what did this indirectly show me? = Marketing weren’t creating the right targeting, revenue top down plan, or educational content to service demand. Bid were making proposals, that were being rejected as they were lost in translation.

So #ClosedCircuitSelling through #CommercialAccessGates was born out of necessity to service a more customer centric action.

??

Stop hard selling into those that don’t care.

Start selling into multiples that do.

We use creative to tell your story, in ways the market has never seen.

We then replace your need for sales, marketing and customer success.

#ClosedCircuitSelling is one motion to create and capture demand, and remove abrasion from client acquisition pre and post sale.

Utilising this framework, we build ecosystems removing the requirement for marketing, new business and key account management.

Demand + Outbound Actions = Revenue

We put sales, marketing and customer success together, so you don’t have to.

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