In this Expert Insight Interview, John Horn discusses using Google Ads to generate smoking-hot leads. John Horn is a digital marketing expert, online retailer and the Chief Executive Officer at StubGroup.

This Expert Insight Interview discusses:

• Why people fail at Google Ads because of unrealistic expectations
• The factors that determine success with Google Ads
• How to make Google Ads work with your business model

Adjusting Expectations

There are many people out there who can tell you how to use Google Ads to deplete your bank account very quickly without any results, but it can also undoubtedly be a very successful way to advertise.

A lot of the reason people do not achieve the results they expect from Google Ads comes down to business models and expectations. Many businesses go into this marketing channel thinking they can spend a little money and get exceptional returns without much work. The reality is a bit more complex than that.

Success Factors

Google is not cheap. There is a lot of competition as everyone is fighting fiercely for the incredibly relevant traffic offered by the search engine giant. In theory, with the Google Ads service, you should be reaching out to people who are already searching for the service or product that you’re trying to sell.

This sounds like a marketing paradise, but more often than not, its success will depend on several factors, such as your conversion rates, your sales team, etc. If your competitors outplay you in these crucial factors, they can spend their money on Google Ads much more effectively than you can.

Fitting Your Business Model

One of the best things about Google Ads is that it applies to so many business models — everything from an e-commerce store to a business consultant.

The most significant part of being successful with Google Ads is thinking about whether the strategy fits your business model, your product, and making sure it is working, to be able to effectively use the leads that you drive from Google and be able to convert them profitably.

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.

In this Expert Insight Interview, Chris Michael Harris discusses ditching your nine-to-five and building your own business. Chris Michael Harris, entrepreneur, business owner, author, start-up business coach, and founder of StartupU.

This Expert Insight Interview discusses:

• Why people fail to start their own businesses
• The reason this is the best time in history to become an entrepreneur
• How to create your own business the right way

Fears

Maybe many people instinctively think they should ditch their nine-to-five jobs, but they don’t feel secure or confident enough to do it. Aside from this, people don’t understand that success in business, just like any endeavor, requires the proper training.

Starting a successful business has one of the highest failure rates, and yet we seem to think we can just leap in and do it. So, there’s a lot of uncertainty about what to do, but also real fears related to one’s financial position and the ability to do what one wants. Both of these fears can be addressed separately.

Best Time Ever

There has never been a better time in human history to start your own business than right now. Regardless of climate or what is going on with the economy, there are so many different ways you can make money running your own business.

We have access to global markets now in a way that we never had before. The trouble is that, when it comes to most things to do with work, starting your own business included, we’re pretty bad at going out and gathering the information and knowledge we need.

Taking It Step-by-Step

Many people start their business after receiving some encouragement from friends and family, and they jump straight in. Unfortunately, they are then confronted with so many things that they weren’t expecting in most cases.

Amongst all of the many things that you could be doing, there is a step-by-step protocol that you should be going through. This not everything needs to be addressed right away. Instead, the step-by-step approach allows you to prioritize things accordingly and will enable you to optimally grow your business from the ground up.

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.

In this Expert Insight Interview, Bruce Cryer discusses holistic health. Bruce Cryer is the president of the Graduate Institute and has been involved in holistic studies, both personally and professionally, for more than 40 years.

This Expert Insight Interview discusses:

• The average person’s view of the holistic approach in medicine
• The importance of understanding the difference between “holistic” and non-traditional
• How COVID has increased our awareness of the connection between the mind and the body

Holistic Health

When you ask the average person, they think of holistic health as all the stuff the doctor doesn’t tell you to do. That is the general impression of those who are not generally involved in holistic thinking.

In truth, the word “holistic” is all about the fact that we, as people and as communities, are whole systems. So, to have a good healthy life, we can’t just focus on our body — we must include our mind, emotions, spirit, and whatever else we want to use to define ourselves.

Holistic vs. Non-Traditional

There are many modalities that can help our health beyond the typical medical model of waiting until you’re sick and getting a drug. Holistic health has been a field for the last forty years, so it is not new by any means.

Unfortunately, people associate holistic health with non-traditional medicine, but this is not the right way to look at it. Holistic health simply acknowledges that the human organism is a combination of many related systems, and all of these systems play into our health, one way or the other.

The COVID Effect

Part of the problem lies in the fact that many of us have grown up with everything in our lives being segmented. You go to a physician for physical issues and a psychologist for psychological problems. Rarely do the mind, body, and all other aspects of our humanity come together.

However, this approach has seen some change in recent years, not least because of COVID. There’s a general awareness that we are all affected by this disease on multiple levels. This has woken us all up to the fact we are all connected, but also that physical and mental health are more intertwined than we might have thought.

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.

We put together a compilation of 10 tips each focused on Mindset. Individual experts deliver one very insightful tip – the whole video is less than 10 minutes so it is very to the point as well as being very powerful.

The Experts featured are:

0:00 BELIEFS Umar Hameed

01:35 RESISTANCE Nicole Laino

02:40 OBSERVING Kevin Cottam

03:34 BE INTENTIONAL Dr. Nadia Brown

04:22 INPUTS John Golden

04:54 SELF RESPECT – Ryann Dowdy

05:41 SUBCONSCIOUS – Fabienne Fredrickson

07:14 SERVICE – Farnoosh Brock

07:52 AUTHENTICITY – Jason Forrest

08:24 SCARCITY – Michelle Tillis Lederman

Plus you can click on any of the above Experts to see their profile and their full-length interviews, posts, books, and more!

In this Expert Insight Interview, Yusef Alexander discusses residential and working-class real estate and his own experiences in the field. Yusef Alexander is the co-founder of REAP, bringing over 20 years of experience in the successful development of commercial and residential assets.

This Expert Insight Interview discusses:

• How Yusef Alexander got started in the world of working-class real estate
• The importance of pride of living and pride of ownership
• Why residential real-estate matters more than we think

REAP

Real Estate Asset Partners (REAP) is an updated iteration of how Yusef Alexander shows up in commercial real estate, multi-family real estate and working-class real estate space. Yusef started dealing in real estate when he graduated from UCLA in 1996, and as he points out, there was a particular financial cycle happening in the market at that time.

This cycle took its toll on blighted areas, which had already been neglected before. Yusef’s mentor then showed him how to reposition properties in a particular market. He took that expertise and cut his teeth in working-class real estate, an area in which he still operates to this day.

Pride of Ownership

The beginning of Yusef’s career in real estate was marked by his passion and ability to provide people with a prideful living environment. He has found out over the years that pride of ownership and pride of living occur in every demographic in the real estate market.

Instead of just repainting and recarpeting homes to be able to rack up the price, Yusef found that adding real value and delivering it to customers results in what he calls an “abundant exchange.”

More than Just a Home

People who live outside of blighted areas that have been through economic hardships often assume that there is no pride of ownership within these areas. However, pride of ownership and pride of living exist everywhere; they just need to be unlocked in the right way.

There are so many layers in which this can be done, including education, transportation, etc. Yusef has found that people have started to realize how important residential real estate is to the economy and the average family. Our homes are no longer just our sanctuaries — they have also become our offices, gyms, and schools.

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.

In this Expert Insight Interview, Jon Schram discusses being “driven by purple.” Jon Schram is a successful entrepreneur with 25 years of experience leading business-technology services. He now leads the Kansas City team and marketing efforts of The Purple Guys.

This Expert Insight Interview discusses:

• How The Purple Guys came to be and what they stand for
• Why do companies struggle with the concept of branding
• Why your company’s unique value is more important than logos and colors

The Purple Guys

The Purple Guys started as an IT support company 25 years ago. They had hired an ad agency to come up with a logo and a name, and the only thing Jon knew at the time was that he wanted his logo to be purple. Earlier, he had come up with the idea of purple pens that write in purple ink, so he wanted the logo to reflect that.

About a year into the business, the people at the company sat down for a meeting, each wearing a different-colored shirt with the logo on it. Once the meeting was over, Jon’s wife, who was also present, suggested picking a color, so Jon made sure to get purple shirts for everyone. Soon after, customers started referring to them as “The Purple Guys.”

Concept of Branding

Many companies spend a lot of money on branding and believe they have a uniform brand, but how they communicate it is very different from one person or department to the next. Everybody wearing different-colored shirts in the meeting mentioned above is an excellent analogy for how many businesses operate.

A lot of people have no concept of branding whatsoever, and it is somewhat understandable. Small businesses scramble for whatever they can get, and if something appears to be working, they tend to run with it. Still, the concept of “brand” is essential for everyone, starting with solo entrepreneurs and scaling up to major multinational corporations.

Brand Attributes

The brand is about a lot more than just the logo and the name, and understanding that concept is vital. Brand attributes are also something that people often overlook, focusing on logos and colors rather than what the brand stands for.

It took The Purple Guys a while to figure out who they are and what sets them apart from the competition. They now know that, instead of simply being an IT support company, they are a customer service company that deals with technical issues. What that boils down to is them trying to make technology stress-free, which is reflected in their tagline.

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.

In this Expert Insight Interview, Sean Campbell discusses how market research can be used to gain insights into customers. Sean Campbell is the co-founder and CEO of Cascade Insights, a competitive intelligence and market research firm for B2B technology companies.

This Expert Insight Interview discusses:

• What market research is and how it works
• What it takes to have an unbiased process
• Why talking to your current customers is not always the best idea

Market Research

Not everybody understands what market research is and how it works. Real market research is typically considered to be an unbiased view of whatever your business problem is. Interestingly enough, “unbiased” doesn’t necessarily mean you hired someone external to do it for you. You can run a process internal to the organization that generates unbiased results.

It’s all about whether you’re running an appropriate process to generate the insights and assigning the right people to collect them. If you do that, you can perform unbiased market research with internal or external resources.

Unbiased Process

A critical part of an unbiased research process is not being tempted to look for confirmation of what you already believe. There are so many places in a research effort that allow you to tilt the results. From the very beginning, the most obvious place is who you choose as a candidate.

If you have the right people in the study and ask the right questions, you’re almost guaranteed to have the right outcomes, meaning actual actionable intelligence that you can use to make business decisions.

Getting the Right People

What people frequently get wrong is that they don’t get the right people in. One of the most common mistakes is sending out surveys just to your current customers. Chances are, they already like you, they do want to buy more stuff from you, they tend to like your support, your sales team, and your product.

Sure, if you have a horrible churn rate, then absolutely talk to your current customers because many of them may not be customers in the near future. However, if we’re talking about a standard environment, one in which your company is not in freefall, talking to your own customers probably won’t lead to a massive amount of insight.

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.

In this Expert Insight Interview, Patrick Baynes discusses what sales enablement should look like in 2021. Patrick Baynes is an American entrepreneur and the founder and CEO of NerdWise, but he is best known for his early work at LinkedIn and being a founder and co-founder at UpdatesCentral and PeopleLinx, respectively.

This Expert Insight Interview discusses:

What sales enablement is all about
How to improve the effectiveness of your sales team
Allowing your salespeople to make better use of their time

Sales Enablement

Sales enablement is about what you can do to make your salespeople’s jobs easier and make them more effective. There are so many things about sales that have not changed through the years, and there are all these disparate solutions out there to help people be more effective, but they haven’t necessarily made it to every industry, company, or individual practitioner.

This means there’s still a big gap when it comes to taking advantage of these solutions, even without getting into the technologies and modern practices. Just with what’s available today, salespeople can work a lot smarter and get a lot more done with less.

Augmenting the Process

Instead of looking at what has changed first, people should be looking at some of the things about the sales process that are consistent, or have been the same for 15 or 20 years. There are parts of the process that people don’t have to do anymore, which means sales teams can get a better use of their time, just by looking at how you can augment that process with different resources.

There are also many things that people should be doing that are still effective, and perhaps people are not doing these things as effectively as they used to, or they’re not paying as much attention to them anymore.

Finding the Obstacles

If you’re looking at your process, look at areas that drive efficiency within it. The first four to five steps of any B2B sales process tend to be very similar, although they are unique to a business in terms of who they are targeting and what those activities look like in practice.

So, identifying the organizations and companies that are your ideal clients, identifying the decision makers within those companies, determining how you will reach out to them and follow through, are steps almost all B2B sales teams go through. If you can look at these steps and find the ones that are holding you back, you can make the entire process much more efficient.

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.