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Big three

  1. What’s our why, how do we solve problems before providing solutions.

  2. Walls between sales and marketing

  3. Train the trainers - Give the sales managers time 

Key Ideas to Explore:

  1. Sales Support for Regional Managers 

    • Support for them is support for their team is support for their region

    • Challenge to watch sales calls, since much is in person with our current reps, while sales support can have more engaged calls. 

  2. Training

    • Sales Training isn’t just for salespeople

    • Sales training is communication training

    • Sales training is growth training 

    • Sales training is for EVERYONE!

      • Marketing in assignment selling classes

Every role must prioritize the Buyer

  1. Social media templates for the sales team, that they can view/ modify

    • Meet me at the conference!

    • Truck delivery 

We let the day to day get ahead of the biggest initiatives.

  1. Recognizing Wins & Collaboration

    1. If we don’t recognize wins, we forget about them

      • Celebrate team efforts

      • Share success stories

      • Reward collaborative initiatives.

  2. Don’t have to get more leads- but have educate people better

    1. Talking about the stuff the clients care about leads to results for sales

TAYA Positions that is the core aligned team

 Content Manager

  • Answer Customer Questions

  • Ackronym - C.R.E.A.T.E

    • Curate - Skill in selecting and organizing content

    • Research - In Depth understanding of topics and trends

    • Engage - Ability to create interactive and compelling content

    • Analyze - Use of metrics to guide strategy

    • Target - Precise Audience Targeting

    • Execute - Flawless implementation and management

 Videographer

  • F.O.C.U.S.

    • Framing - Mastery in setting the scene and context.

    • Originality - Unique storytelling and presentation

    • Consistency - Regular output an style

    • User-Centric - Content that resonates with the target audience

    • StoryTelling - Ability to weave a compelling narrative

 Sales Enablement Specialist / HubSpot Admin

  • D.A.T.A

    • Decode - Interpret complex data sets to understand customer behavior and preferences

    • Align - Use data analytics to align sales strategies with customer needs and market trends

    • Track  - Monitor KPIs and other metrics within HubSpot to evaluate the effectiveness of sales campaigns

    • Automate - Implement data-driven automation within HubSpot to streamline sales processes

 Salesperson

  • Answer Customer Questions

  • T.R.U.S.T

    • Trust - Lead with education to guide and not convince or push 

    • Relate - building rapport through empath and active listening

    • Understand - Gaining a deep understanding of customer needs and pain points

    • Solve - Offering tailored solutions that genuinely benefit the customer

    • Train - Sharpening their skills through constant learning and practice

 The Business Leader

  • L.E.A.D.

    • Listen - Open to Feedback and new ideas 

    • Empower - Fosters a culture of trust and autonomy

    • Adapt - Agile and responsive to change

    • Deliver - Results-oriented and accountable

  • Owners/CEOs set direction

  • Sales Leaders drive results

  • Sales & Marketing should be talking frequently (in some cases daily)

  • Content creators educate - we cannot educate our buyers without them. 

  • Salespeople build relationships

  • Service delivery fulfill promises

✍️ Call Recording, Reviewing, and Roleplaying

Transition from listening to respond to listening to understand

  • Benefits of call recording

    • Gain first hand insights

    • Understand pain points

    • Refine strategies

  • Benefits of Call reviews

    • Leaders gain insights

    • Content creators find inspiration

    • Sales People refine techniques

    • Service refines techniques and is prepared to deliver.

  • Why we don’t do this

    • Feel like we’re micro-managing our people. 

    • Assume out buyers/customers won’t let us record

      • By default, in today’s Zoom-Centric society, we always approve a recording anytime we jump in a call. Its second-hand nature for most people at this stage.

✍️ Content Intro Framework - How to start video or content

(Recommended by Marcus)

  1. Overview Question - Do you think X is worth it?

  2. Overview Question - Do you think its a good value?

  3. Promise- Value of the article - at Kaplan this is how we handle this, we will help explain this with our expertise. 

  4. What you will get out of it - Preview - In this article, what we are going to explain is the pros and cons, honest and by the end you’ll have a clear stance on why this is good for you. 

 Example at the conference - Should I ignore a sextoritioner?

- Are you freaking out right now about someone who is sextoritioning you

- Are you worried that they may (…)

- If so, worry not, at Mink law, we deal with this all the time

- We will explain in this content, when to fight when and to let go

- By the end of this you will know whether or not you should fight this sextorioner. 

\uD83D\uDCD8 Takeaways for Sales

  1. Do not practice on your customers - practice on yourselves!

  2. Assignment selling utilizing this language in outreach - “Can you make a promise you will read this before our next conversation?”

  3. Expand use of Local Rep Pages for Regional/Localized content.

  4. Can we automate messaging for Sales to get a notification when a new article is published and then added to the spreadsheet through a form/workflow? (Ben Objective)

  5. Silos kill sales - Remove the silos so the team doesn’t say “Oh, I didn’t know we had that”

  6. Recording Calls & Call Review

\uD83D\uDCCB Takeaways for Marketing

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  1. Before we write - Who are we talking to? What are we writing for?

  2. The Big 5 - Problems should really be considered Fears.

    1. In some cases, address who things are not right for, so the content is showing why something may be the right fit for their needs.

  3. Short Form Video (under 2 minutes) is an opportunity to utilize more frequently.

  4. Content should be intentional and by publishing the content, we are removing barriers so the buyer can access all we have to offer. 

  5. Marketing goal example - how many appointments per rep per week.

How to work on a new opportunity

  1. Problem or opportunity

  • Explain why its important and how it aligns with the company’s goals

  1. Hypothesis

    • State your hypothesis and

  2. Success Metrics

    • How do we measure success

  3. Experiment Plan

    • Detail your plan for the experiment with AI or plan, the duration and the data to collect. 

  4. Budget

  5. Potential Impact

    • Detailed budget for the experiment with AI tool and resources need

  6. Feasibility and Scalability

    • Potential to scale this out

  7. Innovation

    • How does the experiment explore new ways to support innovation

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