Transforming Marketing Chaos into a Structured Success

As the host of the Sales POP Online Sales Magazine and Pipeline CRM podcast, I recently had the pleasure of hosting Austin LaRoche, the CEO of Attack Interactive. Austin’s company has developed M2’s marketing-to-sales framework and B2B growth system, a revolutionary approach that aims to bring purpose and structure to marketing efforts.

The Birth of a New Marketing Framework

Austin explained that M2’s framework was born out of a need to address the chaotic and haphazard approach many companies take towards marketing. Without a clear understanding of their vision, branding, audience, and data, these companies often find themselves lost in a sea of random marketing acts.

The M2’s framework is designed to bring order to this chaos, optimizing marketing operations for success. It emphasizes the importance of understanding the company’s vision, effectively communicating the brand message, knowing the target audience, and making data-driven decisions.

The Challenge of Data Overload

In our conversation, Austin and I delved into the challenges of data overload. In today’s digital age, companies are often swamped with data, making it difficult to focus on the metrics that truly align with their goals. Austin suggested a solution to this problem – the scorecard model. This model simplifies data analysis, enabling companies to make data-driven decisions with ease.

Strategic Planning: The Heart of the Framework

We then moved on to discuss the strategic planning phase of the framework. Austin explained that this phase involves identifying how to attract, convert, close, and delight each buyer persona. It also involves determining the tactics, KPIs, creative approach, and responsibilities for each stage.

Austin highlighted the importance of aligning marketing and sales efforts and breaking down the silos between the two departments. This alignment is crucial for the success of any marketing strategy.

Bridging the Gap: The Implementation Phase

Our conversation then shifted to the implementation phase, which Austin described as the bridge between strategy and execution. He emphasized the need for technology, resources, and content in this phase.

I added that a well-planned implementation phase should ideally last three to six months. This timeframe ensures focus and prevents distractions from the overall strategy. It’s also important to fill in gaps, utilize the right technology, create content, and bring in the necessary resources to fulfill the strategy.

The Importance of a Minimal Viable Implementation Mindset

We acknowledged that issues during the implementation phase can arise when things were not properly defined, expectations were unclear, or KPIs were not established. To avoid these pitfalls, I suggested approaching the implementation phase with a minimal viable implementation mindset. This approach ensures that all necessary elements are in place to start running smoothly, avoiding scope creep.

A Success Story

Austin shared a success story of a company in the environmental services industry. They worked on articulating the company’s unique selling points, refining campaigns, aligning technology systems, and automating processes. As a result, they saw a 20% increase in leads and conversions.

The Challenge of Differentiation

Our conversation also touched on the difficulty of differentiation in today’s market. In a world where everyone is vying for attention, standing out from the crowd is more important than ever. The M2’s framework provides a structured approach to marketing that can help companies differentiate themselves and achieve their goals.

In conclusion, our conversation with Austin LaRoche provided valuable insights into the world of structured marketing. The M2’s framework is a powerful tool that can transform random acts of marketing into a well-organized operation optimized for success.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

The Complacency Trap

In a recent podcast episode, I had the pleasure of hosting Andy Gole, a renowned sales expert and author of “Innovate Now”. Our conversation revolved around the concept of recurring revenue and the potential dangers it poses to organizations. Andy introduced the concept of ‘narcolepsy’ in relation to recurring revenue, a phenomenon where organizations become complacent and resistant to change due to the steady stream of income.

This complacency, as Andy pointed out, can be particularly harmful when faced with unexpected events, or ‘black swan’ events. Drawing from various historical examples, he emphasized the need for organizations to be prepared for such unforeseen circumstances. I shared my own experience of losing a significant portion of my sales when I relied too heavily on recurring revenue, highlighting the dangers of falling into this complacency trap.

The Importance of Business Development

Andy stressed the need for organizations to consciously dedicate time to business development, rather than solely focusing on maintaining current customers. He emphasized the importance of alignment from top leadership and suggested starting with exercises like weekly bold behavior drills to encourage and celebrate bold actions. According to Andy, such initiatives can transform the culture and mindset of an entire organization.

We both agreed that coaching and motivation are crucial in driving change and preparing for black swan events.

The Power of Bold Behaviors in Sales

Andy also shed light on the importance of bold behaviors in sales. These are actions taken by buyers to show their engagement and seriousness, such as filling out a credit application, introducing the salesperson to the CEO or team, touring the plant, or checking references. However, he was quick to point out that salespeople must earn the right to these bold behaviors by demonstrating a bold vision and behavior themselves.

We discussed the trap of assuming engagement based on conversations with prospects. We highlighted the need for prospects to take action and show engagement, rather than just agreeing to conversations. We shared a story about a salesperson who had great meetings with a buyer but failed to address the buyer’s concerns about pricing, quality, and service. This situation could have been avoided with bold behavior, such as reaching out to the owner of the business.

Implementing Urgency-Based Selling

Andy suggested implementing a program like urgency-based selling to generate respect and self-respect, focusing on bold vision and behavior. He mentioned weekly bold behavior drills and collecting testimonial letters as exercises to initiate change.

In conclusion, I encouraged listeners to check out the podcast episode and emphasized the importance of regularly evaluating their sales process and approach. I shared a story about a sales team struggling after the financial crash, highlighting the difference between being successful in a hot market versus being a truly great salesperson. Andy agreed and added that competent salespeople are able to hit their numbers in all markets, even during a recession.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

The Art of Recruiting: A Conversation with Suman Cherry

As a podcaster, I have the privilege of engaging with a variety of experts in different fields. Recently, I had the pleasure of interviewing Cherry, a seasoned professional with over 20 years of experience in the recruiting world. Our conversation revolved around the challenges of finding the right match in the hiring process, the changing landscape of job seekers, and the impact of the COVID-19 pandemic on people’s perspectives on work.

The Challenges of Recruiting

Cherry and I delved into the struggles companies face in finding the right match and creating a healthy hiring experience. I shared my own experience, noting that my strike rate for hiring fantastic people is small, a sentiment echoed by many executives I’ve spoken to. Cherry agreed, explaining that recruiting is challenging because it involves matching two humans, not just a transaction. She emphasized the importance of transparency and authenticity in understanding candidates beyond their resumes.

The Traditional Recruiting Process

We acknowledged that the traditional recruiting process has remained largely unchanged for centuries, with some technological advancements. Cherry, as a matchmaker, focuses on creating a deep understanding of both the candidate and the client’s needs. She believes in having real conversations about the role, the company culture, and the candidate’s growth plans. Cherry also mentioned that the recruiting process is often stressful for both candidates and hiring managers, and working with an external recruiter can streamline the process and provide a sense of safety.

The Cost of External Recruiting

I brought up the cost structure of external recruiting, which can be prohibitive for many organizations. Cherry explained that her approach is more consultative and hourly-based, providing value, honesty, and directness. This approach saves clients time and money.

The Importance of Job Descriptions

We discussed the importance of job descriptions and how Cherry takes the time to understand the responsibilities and environment of the role. She emphasized the need to create a comprehensive job description that accurately reflects the role and the company culture.

The Changing Landscape of Job Seekers

Cherry and I also discussed the changing landscape of job seekers and the importance of finding a balance between work and personal life. Cherry mentioned that people are now prioritizing their quality of life and are willing to relocate for remote jobs that offer flexibility. She emphasized that candidates are now assessing job opportunities more deeply than before, looking for companies with a positive and growth-oriented culture.

The Impact of the COVID-19 Pandemic

We touched on the impact of the COVID-19 pandemic on people’s perspectives on work. Cherry mentioned that many individuals realized the sacrifices they made for their work and the toll it took on their mental health and personal lives. As a result, they now seek companies that understand the importance of work-life balance and have compassionate and inspiring leaders.

The Importance of Transparency and Authenticity

Cherry highlighted the importance of transparency and authenticity in the recruiting process. She explained that her model, which is based on hourly payment rather than contingent placement, allows for more honest conversations with candidates and clients. She believes in building deep relationships with clients and constantly communicating to ensure a successful hiring process.

The Significance of Onboarding

We also touched on the significance of onboarding in retaining top talent. Cherry acknowledged that onboarding is a crucial aspect that she plans to incorporate into her services in the future. She emphasized the need for companies to create momentum and engagement for new hires through structured onboarding processes, including interactions with leaders and clear goals.

Cherry’s Unique Approach to Recruiting

Cherry, the CEO of Cherry Talent Group, then shared more about her business, which offers a unique approach to recruiting called “recruiting matchmaking.” She describes it as authentic, transparent, and human-based, ultimately saving companies time and money. Cherry expresses her genuine love for working with people and highlights the fun aspect of her job.

In a lighthearted moment, I asked if it’s fair to say that Cherry cherry-picks the best candidates, to which she enthusiastically responded, “I cherry-pick the best!”

In closing, I thanked Cherry for her insights and the audience for watching and listening. Cherry expressed her gratitude as well, and the segment ended on a positive note. This conversation highlighted the importance of onboarding and introduced Cherry’s unique approach to recruiting, showcasing her passion for connecting the right candidates with the right opportunities.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

The Challenges and Solutions for First

Time and Front-Line Managers in Small to Medium Businesses

As a podcast host, I recently had the pleasure of interviewing Summer Davies, an award-winning leadership development expert with over 15 years of experience. We had an insightful discussion about the challenges faced by small and medium businesses in finding skilled first-time and front-line managers.

The Transition from Technical Contributor to Manager

One of the main topics we discussed was the difficulty of transitioning from a technical contributor to a manager. Many organizations promote their best technical contributors to managerial positions without adequately preparing them for the different skill set required. This lack of preparation often leads to unintended consequences and creates a significant problem for these businesses. This issue is prevalent across organizations, and many struggle to find a solution.

The Misconception of Career Progression

We also delved into the misconception that career progression is solely measured by moving into a managerial role. We highlighted the need for organizations to recognize and support individuals who excel in technical leadership without the desire or aptitude for people leadership. We stressed the importance of creating a talent pipeline that allows individuals to explore and try out people leadership roles without fear of failure or losing face.

The Importance of Coaching and Developing People

Another key point we discussed was the importance of coaching as a skill and the need for leaders to flex their leadership style based on individual and situational needs. We talked about the common trap of focusing too much on problem areas and not enough on helping top performers. We emphasized the need for managers to be developers of people rather than just firefighters.

We shared a story about a company addicted to crisis management and how it hindered their ability to address underlying issues. We also discussed the importance of recognizing and acknowledging when people are doing things right, and not just focusing on what needs to be fixed. We highlighted the need for specific feedback and connecting individual behaviors to the outcomes of the organization.

Connecting Employees’ Work to the Organization’s Goals

Summer Davies discussed the disconnect between employees’ work and the organization’s mission and goals. She emphasized the need for managers to understand and communicate the overall objectives to their teams. Summer suggested using simple reminders, such as laminated cards, to reinforce the organization’s goals. She also mentioned the importance of repetition in today’s social media-driven world, suggesting that managers may need to reiterate the message at least once a month.

I agreed with Summer’s points and believe that understanding the organization’s goals is essential for managers to ensure their departments contribute optimally. I suggested that managers should have conversations with the head of the organization to gain clarity on the objectives. Both of us stressed the importance of keeping things simple and focused, as most employees don’t need fancy presentations or technology, but rather a clear connection to the organization’s mission.

In conclusion, our discussion highlighted the challenges faced by first-time and front-line managers in small to medium businesses and offered practical solutions to overcome them. The key takeaways were the importance of preparing technical contributors for managerial roles, recognizing different paths of career progression, developing coaching skills, and connecting employees’ work to the organization’s goals.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

Walking the Path: A Leader’s Journey

A Deep Dive into Leadership and Authenticity

Hello everyone, I recently had the pleasure of hosting an enlightening podcast episode with Dr. Keith McNally, a renowned leadership coach, author, and US ambassador for Be Happy for Nothing. We had an engaging discussion about his book, “Walking the Path: A Leader’s Journey,” and delved into the power of reflection, writing, and the core elements of successful leadership.

The Inspiration Behind “Walking the Path: A Leader’s Journey”

Dr. Keith McNally, who was joining us from southern Virginia amidst a hurricane watch, shared the intriguing backstory of his book. It all started with a conversation with a colleague who suggested he write a book. Initially, it was meant to be a co-authored piece on leadership, but Dr. Keith decided to take the reins and created a unique blend of fable, leadership context, and journaling.

The choice of a story format was intentional, designed to make the book relatable and allow readers to see themselves in the characters and their development. The book encourages reflection and writing, with sections for readers to pen down their thoughts and answer questions. Dr. Keith emphasized the importance of taking action and putting thoughts into practice, highlighting the power of writing things down and the psychological impact of crossing things off a to-do list. He also shared his personal practice of using journals for various purposes, including exercise tracking and goal setting.

The Six Elements of Successful Leadership

Our conversation then shifted to the core elements of successful leadership. Dr. Keith outlined the six elements of socially conscious leadership discussed in his book: sustainability, accomplishments, communication styles, alignment, and values. He explained that the goal of the book is to help leaders find alignment between their thoughts, feelings, and actions.

We also discussed the importance of being in touch with one’s emotions and being authentic in order to make informed and responsible decisions. We touched on the idea of fear and how it can drive action, but emphasized the importance of verbalizing and owning it to deal with it effectively.

The Power of Authenticity

Authenticity was a recurring theme in our conversation. It’s a term often thrown around but not always understood. I defined authenticity as showing up as oneself and shared a personal example of how I connected with people on LinkedIn during the quarantine. This led to meaningful conversations and the sharing of personal stories, further emphasizing the power of authenticity.

Aligning Personal Values with Professional Pursuits

We then delved into the concept of transformation and the importance of aligning personal values with professional pursuits. I shared stories of individuals who made intentional pivots in their lives to live a more authentic and purposeful existence. We also discussed the power of storytelling in owning one’s journey and empowering oneself.

Dr. Keith reflected on the discontent and lack of alignment that can arise when one’s true self is not reflected in their external achievements. I agreed and highlighted the importance of aligning one’s inner self with their external actions and achievements.

In conclusion, our conversation was a deep dive into the essence of leadership and authenticity. It was a reminder of the importance of reflection, writing, and aligning our inner selves with our external actions. I hope you find these insights as valuable as I did, and I encourage you to check out Dr. Keith McNally’s book, “Walking the Path: A Leader’s Journey,” for a more comprehensive exploration of these themes.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

The Role of a Business Anthropologist in Today’s Changing World

Hello everyone, I’m John Golden, your host, and today I had the pleasure of interviewing Oliver Swede, a business anthropologist based in London, UK. Oliver’s work is fascinating, and it involves studying people and culture through international research. He uses this knowledge to help companies and governments understand and influence consumer and citizen behavior. With experience in over 35 countries, Oliver has worked on various topics such as public health, sustainability, product innovation, and brand development.

What Does a Business Anthropologist Do?

During our conversation, I asked Oliver to shed some light on what a business anthropologist does, considering it’s a relatively uncommon profession. Oliver explained that anthropology and sociology degrees often lead to a lack of clarity about career paths. However, for those who want to apply their academic skills to the business world, anthropology offers a unique perspective on culture and how it influences brands and services.

Oliver gave examples of iconic brands like Coke and Nike, which have successfully embedded themselves in culture. By understanding and influencing culture, businesses can shape how their brand is perceived.

The Power of Subcultures

Oliver’s work involves immersing himself in different cultures and subcultures to understand why people do what they do. He mentioned the concept of echo chambers, where people with similar interests and beliefs surround themselves with like-minded individuals. By studying these subcultures, Oliver helps businesses define their target audience and gain insights into their motivations and behaviors.

I highlighted the importance of going beyond basic demographic data and understanding the meaning behind people’s actions. Oliver gave an example of how two seemingly identical target buyers, such as King Charles, can have different motivations and behaviors based on their cultural context.

The Impact of Remote Work on Brands

We also discussed how the shift to remote work and the decline of commuting has impacted brands and companies. Oliver mentioned the example of the fast food chain Pret a Manger, which used to have multiple locations in central London but has now moved to the outskirts where people live. However, this move hasn’t been successful because people no longer want a quick lunch at home.

The Search for Authenticity and Simplicity

Oliver explained that brands and companies need to adjust to this new reality by redefining themselves and finding their authenticity. He mentioned two cultural trends: the search for simplicity and meaning, and the search for authenticity. People are looking for a simpler life and are proud of finding cheaper alternatives to high-end brands. This poses a challenge for brands, as people have realized that they can get similar products at a lower cost.

Oliver emphasized the importance of emotional connections and finding what sets a brand apart. He also mentioned the trend of peak globalization, where people are starting to close their borders and prefer locally made products.

Conclusion

Oliver works for Ipsos, a global research agency, and specializes in ethnography. He concluded by inviting viewers to learn more about Ipsos and his expertise on their website and LinkedIn.

In conclusion, our conversation with Oliver Swede was enlightening and provided a unique perspective on the role of a business anthropologist in today’s changing world. Understanding and influencing culture is crucial for brands and services to thrive in the current market landscape.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

The Power of Strategic Content Marketing: A Conversation with Martin Huntbach

As a podcaster, I’ve had the privilege of hosting numerous insightful conversations with industry experts. One such conversation was with Martin Huntbach, the owner of Jamie Digital, an award-winning SEO and content marketing agency based in Lancashire, UK. Martin, along with his partner Lindsay, has carved a niche in helping personal brands find and retain high-paying clients through effective content marketing strategies.

The “Content Fortress” Strategy

Martin and Lindsay recently published a book titled “Content Fortress,” which outlines a simple yet effective content marketing strategy to attract ideal customers. The book emphasizes the importance of creating sales content that helps businesses sell faster and close more deals.

During our conversation, Martin highlighted the common pitfalls of content marketing, such as producing excessive content without a clear strategy or value. He emphasized the need for businesses to find a middle ground that aligns with their goals and resources.

The Importance of Specificity and Efficiency in Content Creation

One of the key takeaways from our discussion was the significance of being specific and efficient with content creation. Martin suggested that businesses should focus on understanding their target audience and addressing their needs and concerns.

He shared an example of how they created a successful piece of content based on customer feedback, even though it didn’t align with keyword research or search volume. This example underscored the importance of prioritizing customer needs over data-driven decisions.

Defining Goals for Effective Content Strategy

Martin concluded the conversation by advising businesses to start their content strategy by defining their goals. By understanding their desired outcomes, businesses can tailor their content to meet these objectives.

He introduced the concept of the “Content Fortress,” which consists of eight different pillars that businesses can prioritize based on their goals. He gave examples of two pillars: repelling content for dealing with inquiries from the wrong customers and attracting content for reaching ideal clients who may not be aware of the business.

The Pitfalls of Being Everywhere Without a Strategy

Martin warned against the common mistake of trying to be present on all platforms without a targeted strategy. He shared a success story of a client who focused on blogging as their primary objective and used LinkedIn as a distribution channel. Despite low engagement, the client was able to secure their first sale through LinkedIn posts. This story highlighted the importance of consistently promoting and distributing content to maximize its impact.

The Value of Consistent Promotion and Distribution

I agreed with Martin’s advice and emphasized the value of being targeted and specific in content marketing. I also mentioned the importance of having a strategy for continually marketing content and not just creating it.

We discussed the use of AI tools like ChatGPT to enhance original content rather than relying solely on AI-generated content. Martin added that investing time in creating valuable content and promoting it effectively can yield significant results, even if engagement may initially be low.

In conclusion, our conversation with Martin Huntbach was a treasure trove of insights into effective content marketing. It underscored the importance of having clear goals, understanding your audience, and prioritizing customer needs over data-driven decisions. It also highlighted the value of consistent promotion and distribution of content and the potential of AI tools to enhance content creation.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

Lessons from the Bar: Applying Bartending Principles to Sales

Hello everyone, I recently had the pleasure of interviewing Neil Patrick Rogers, author of the book “Bar Tips: Everything I Needed to Know in Sales I Learned Behind the Bar.” Neil has an impressive 27 years of bartending experience, and he shared some invaluable insights on how these lessons apply to sales.

First Impressions and Customer Relationships

Neil emphasized the importance of making a great first impression and understanding customers’ desires. He believes that being present and acknowledging customers’ existence is crucial in building relationships. He suggests practicing this by saying hello to everyone you meet, even outside of work.

Digital Communication and Response Times

Our conversation also touched on how digital communication has affected customer interactions. Neil stressed the need to be mindful of proper response times. He shared his surprise at how easily he got into the writing process for his book, reaching out to former colleagues to gather insights and ideas.

The Power of Organization

One of the chapters in Neil’s book is “The Most Organized Wins,” which emphasizes the importance of preparation and organization in sales. Neil shared an example from his experience working at a busy bar in Boston, where the bar was set up in a way that minimized movement and maximized efficiency.

Preparation and Time Management

Neil also discussed the importance of preparation and time management in sales. He shared his experience in the food business, where he had to navigate busy kitchens and gain the attention of chefs who were not interested in new suppliers. He mentioned the use of a binder to keep track of prices and specials, allowing him to have all the necessary information during sales meetings.

Situational Awareness

Neil highlighted the significance of situational awareness in sales. He drew parallels between observing customers in a bar and identifying leaders and potential issues in a boardroom. He mentioned the challenge of reading body language in virtual meetings but emphasized the importance of paying attention to the temperature of the room and the flow of conversation.

Positive Activity and Mindset

Neil introduced the concept of positive activity in growing a business. He shared how he discovered mindful behaviors and positive psychology during a challenging time in his life. By practicing gratitude, meditation, conscious acts of kindness, and physical movement, he found that his mindset shifted to a place of positivity, leading to increased creativity and productivity.

Business Development and Lead Generation

In terms of business development, Neil emphasized the need to identify potential buyers and craft a compelling benefit statement. He suggested creating seven touch campaigns for each group on your list. Neil advised not to be discouraged if someone doesn’t immediately respond to your outreach, as it takes time to get them into the sales process.

Staying Positive and Focused

Neil and I discussed the importance of staying positive and focused in sales. He shared an example of how his company lost a major client but was able to recover by sticking to their process. Despite the setback, they were able to make half of the lost revenue back.

The Power of Promotional Products

Before wrapping up, Neil briefly explained that his company has been in the swag business for 27 years, providing promotional items and giveaways. He believes that promotional products are a cost-effective advertising medium that can generate a high number of impressions. He notes that it is the only form of advertising that someone will thank you for.

In conclusion, I highly recommend checking out Neil’s book, “Bar Tips,” which shares valuable sales insights learned from his experience behind the bar. I want to thank Neil for sharing his wisdom and experiences with us. His insights are a testament to the fact that lessons can be learned from all walks of life and applied to our professional journeys.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.