44: How to Set Up Your Business for the Social World w/ Jamie Shanks

June 12, 2019 00:16:59
44: How to Set Up Your Business for the Social World w/ Jamie Shanks
B2B Revenue Acceleration
44: How to Set Up Your Business for the Social World w/ Jamie Shanks

Jun 12 2019 | 00:16:59

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Show Notes

In case you haven’t noticed, social media rules the world.

Take a walk down the street and just watch people. Odds are, most of them are engaged in some form of social media on their phone. They’re checking the news on Twitter, or sharing pictures on Instagram.

Social media is king.

So how do you set your business up for success in an increasingly social world? What does it look like to go from viewing social media as an afterthought to making it a key part of your business plan?

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Episode Transcript

WEBVTT 1 00:00:02.560 --> 00:00:08.070 You were listening to be tob revenue acceleration, a podcast dedicated helping software executive 2 00:00:08.150 --> 00:00:11.949 stay on the cutting edge of sales and marketing in their industry. Let's get 3 00:00:11.949 --> 00:00:16.989 into the show. Hi, welcome to be to be a revenue acceleration. 4 00:00:17.510 --> 00:00:20.710 My name is looking with it, and I'm yet today with Jamie Shanks, 5 00:00:21.269 --> 00:00:25.260 see you at sells for life. How are you today, Jimmy? Fantastic. 6 00:00:25.379 --> 00:00:27.739 Thank you for having me. Well, it's a pleasure having you. 7 00:00:28.100 --> 00:00:31.300 The topic for the day's a pisidies outset up your business for the social world. 8 00:00:31.420 --> 00:00:34.380 But before we go into the the details of the conversation, Jamie, 9 00:00:34.500 --> 00:00:37.490 we always ask a very simple question at the outside, which is, can 10 00:00:37.530 --> 00:00:41.929 you please introduce yourself, as well as the company you represent, sells for 11 00:00:42.090 --> 00:00:46.170 life? Fantastic. So my name's Jimmie shanks. I'm the CEO of sales 12 00:00:46.250 --> 00:00:51.240 for life, and sales for life is a professional services firm that focuses on 13 00:00:52.000 --> 00:00:58.280 skills, enablement and training. So our expertise is consulting and training sales leaders 14 00:00:58.320 --> 00:01:03.280 and sales professionals on a very specific topic called social selling. But ultimately our 15 00:01:03.430 --> 00:01:08.829 real responsibility is pipeline creation, powered by modern digital selling, our social selling. 16 00:01:10.069 --> 00:01:12.629 Okay, that sounds it definitely isn't yet. We are a lot about 17 00:01:12.670 --> 00:01:18.430 and lots of people are investing in social media, but it's in it is 18 00:01:18.430 --> 00:01:23.219 also a bit of wall that people are still trying to understorm's in training to 19 00:01:23.299 --> 00:01:26.620 experiment. So I ma Charlotte, of holiday audience will benefit from the conversation 20 00:01:26.859 --> 00:01:32.260 today. On the side of running your company, also the youth of two 21 00:01:32.420 --> 00:01:34.489 best setting books on them as well, which are tied towards social setting, 22 00:01:34.609 --> 00:01:40.810 mastery and spear selling. Those book by the great impact on Ridaos with one 23 00:01:40.849 --> 00:01:45.650 of your books writing extremely number one and Amazon your release. So cost of 24 00:01:45.689 --> 00:01:49.120 all congratulation for that, because that's that's a bit of an achievement. But 25 00:01:49.280 --> 00:01:53.519 going on to my question, I was the recognition for Your Best Practices shuting 26 00:01:53.599 --> 00:01:59.200 this book being persived by Your readils. Well, I think that a specifically 27 00:01:59.200 --> 00:02:02.310 spear selling, which is the new book that I wrote and was published in 28 00:02:02.390 --> 00:02:08.629 January two thousand and nineteen. It was crafted because the world of social selling, 29 00:02:08.830 --> 00:02:14.830 people were confused. How do I use modern digital selling or social selling 30 00:02:15.150 --> 00:02:20.139 in an account based world? The reality is the whole world can't be all 31 00:02:20.180 --> 00:02:23.419 of our customers, how do I focus in on a certain country or a 32 00:02:23.580 --> 00:02:30.090 vertical or a set named of accounts? And so it's based on our curriculum. 33 00:02:30.129 --> 00:02:34.490 Are Training. Curriculum is called social selling mastery and the goal was to 34 00:02:34.689 --> 00:02:38.409 teach sellers how, specifically, if you're going to select. The most important 35 00:02:38.449 --> 00:02:46.360 tip was how to select accounts based on competitive advantages rather than competitive disadvantages, 36 00:02:46.560 --> 00:02:51.560 and ultimately that's powered by relationships. That that makes sense. And in some 37 00:02:51.759 --> 00:02:54.520 of the processes that you are using, on the way you go about, 38 00:02:54.840 --> 00:03:00.150 the social platform you are using, the medium that you are using, would 39 00:03:00.189 --> 00:03:02.590 you say it is mainly based on the type of persona that you are trying 40 00:03:02.590 --> 00:03:07.710 to target or more on the solution and product that you are trying to sell? 41 00:03:07.469 --> 00:03:14.099 A great question. So the most important piece to modern digital prospecting is 42 00:03:14.300 --> 00:03:20.020 actually to develop a process autonomous of any solution. So you think through, 43 00:03:21.060 --> 00:03:23.819 what do I want to accomplish? What type of accounts, what I want 44 00:03:23.860 --> 00:03:27.810 to find? How would I want to engage them? You draw out those 45 00:03:27.969 --> 00:03:34.210 ideas without a social media platform, thought through an advance. Then you identify 46 00:03:34.370 --> 00:03:39.370 a platform that best communicates with your audience. So you're calling me from Europe, 47 00:03:39.729 --> 00:03:44.479 if I lived in Germany, as an example, I may use Zin 48 00:03:44.960 --> 00:03:49.080 as a tool to execute the very sales play that I designed. If I 49 00:03:49.439 --> 00:03:54.599 live in Dubai, I may use WHATSAPP as a tool. The reality is 50 00:03:54.710 --> 00:04:01.629 the tool only is an accelerant and a mechanism to achieve communication, communication medium, 51 00:04:01.629 --> 00:04:05.789 or to achieve your research that you want to conduct. It is not 52 00:04:06.229 --> 00:04:11.300 social selling in itself. Okay, and I guess, as I mentioned in 53 00:04:11.340 --> 00:04:15.060 the introduction, we and I like the Theato of your book, social selling 54 00:04:15.099 --> 00:04:17.699 mastery, because it seems that it's it's raise something is a knot that you 55 00:04:17.779 --> 00:04:20.660 need to know how to perform and, as I was saying, lots of 56 00:04:20.699 --> 00:04:25.569 people are doing lots of trials and that's what we feel from all clients. 57 00:04:26.209 --> 00:04:30.329 What would you say the key kpis that you should measure, because there is 58 00:04:30.370 --> 00:04:34.170 audience, lots of people who are speaking about likes at the beginning of facebook. 59 00:04:34.170 --> 00:04:38.009 If you've got, if you can engage your audience on Facebook, of 60 00:04:38.089 --> 00:04:42.680 Ry. But what would you say of the key KPI is that audience, 61 00:04:42.800 --> 00:04:46.560 if they're pushing social setting, should look at in order to make sure that 62 00:04:46.800 --> 00:04:50.079 not only that using the right channel, but also they've got the right content 63 00:04:50.240 --> 00:04:55.709 on that channel. I think that I I think we're people get mistaken as 64 00:04:55.790 --> 00:05:00.790 they spend too much time thinking around the Kpis that are available within a social 65 00:05:00.790 --> 00:05:05.870 media platform, such as content sharing, likes, comment shares, and in 66 00:05:06.029 --> 00:05:11.220 fact we should be thinking of sales objectives that we're trying to achieve. So, 67 00:05:11.339 --> 00:05:16.139 as an example, if your goal is to have one net new discovery 68 00:05:16.300 --> 00:05:20.850 call every week, more than you're having right now, that's a sales objective 69 00:05:21.089 --> 00:05:28.209 and thus yet the KPI that we measure against is our ability to increase meetings 70 00:05:28.329 --> 00:05:32.209 and conversation. So, for those listening on the call that might be marketers 71 00:05:32.250 --> 00:05:38.680 or might be enablement leaders or even sales leaders, do not focus on the 72 00:05:38.920 --> 00:05:43.720 ability to measure what's in front of your face inside a social media plas think 73 00:05:43.759 --> 00:05:49.709 about what achieves a sales objective for yourself and then execute and ability to measure 74 00:05:50.310 --> 00:05:56.949 that very those very activities that highly influence sales objectives. So glad we are. 75 00:05:56.990 --> 00:06:00.670 You saying that as a response to my question. It's it's refreshing because 76 00:06:00.709 --> 00:06:04.019 sometimes I want to say it's frustrating, but it's it. You can have 77 00:06:04.100 --> 00:06:09.939 a frustration when it seems that social media or social selling campaign, should I 78 00:06:09.980 --> 00:06:14.100 say, actually measured on the rich and the rich is great, but it's 79 00:06:14.100 --> 00:06:16.100 a little bit like if you are doing an, I guess, an emailing 80 00:06:16.259 --> 00:06:21.129 campaign. You could send an email to a million people, but if nobody 81 00:06:21.250 --> 00:06:26.009 respond to you, that's great. You've emailed in a million people, but 82 00:06:26.089 --> 00:06:29.050 if you've gotten a response, was the point. It's probably better to sell 83 00:06:29.050 --> 00:06:32.000 an email to one person and get them to respond to it rather than reaching 84 00:06:32.079 --> 00:06:35.560 a million and not having the right message for them, not only from a 85 00:06:35.639 --> 00:06:40.519 self perspective but potentially from a brain perspective, because it probably means that your 86 00:06:40.600 --> 00:06:44.759 message is stronger. More the Lord. As I said, I'm glad you 87 00:06:44.839 --> 00:06:47.069 gave that on so because it's it should be all about conversion and cells. 88 00:06:47.069 --> 00:06:50.790 So that's great. Moving on to your YouTube channel. So we took a 89 00:06:50.829 --> 00:06:55.470 good look at a sells for life and if we came across a lot of 90 00:06:55.550 --> 00:07:00.990 videos while you're sharing insight and tapes through web nails and and speaking about your 91 00:07:00.069 --> 00:07:04.740 experience. You have thousands of subscriber and great feedback on your videos. What 92 00:07:04.939 --> 00:07:09.779 would you say? I'll the teeth that you would give to people. Company. 93 00:07:09.860 --> 00:07:14.459 We would like to Creid our own online presence and get into the sociorts 94 00:07:14.459 --> 00:07:19.810 sitting atmosphere. Great Question. Ultimately, whatever business you're in, you're creating 95 00:07:19.970 --> 00:07:27.769 subject matter, expertise and intellectual property. The companies want to hear best practices, 96 00:07:27.930 --> 00:07:32.680 pitfalls challenges. The ability for you to document these, whether they're in 97 00:07:32.720 --> 00:07:38.560 video format or they're in a written blog, or you're hosting a Webinar or 98 00:07:38.600 --> 00:07:43.000 you're hosting a podcast like we're on right now, is creating a schedule to 99 00:07:43.120 --> 00:07:47.589 be able to dispense that knowledge out into the marketplace, and the simplest way 100 00:07:47.670 --> 00:07:51.149 to do this is to start with a blog. That's where a lot of 101 00:07:51.230 --> 00:07:56.149 companies usually start, and the best way to start that we called the insights 102 00:07:56.230 --> 00:08:01.660 committee, and this is where key sellers within an organization will actually talk into 103 00:08:01.660 --> 00:08:07.339 a video camera about pitfalls and challenges and Best Practices they're hearing in the market. 104 00:08:07.540 --> 00:08:11.339 They're basically going to tell customer stories and then you record that message and 105 00:08:11.500 --> 00:08:16.569 you hand it to somebody to do speech to text and now all the sudden 106 00:08:16.569 --> 00:08:20.930 you take all that intellectual property from the sellers minds, you put it into 107 00:08:20.209 --> 00:08:24.810 written form and you get it out into the market and companies love reading it 108 00:08:26.009 --> 00:08:30.079 because it's, you know, the voice of the customer sellers, of sharing 109 00:08:30.199 --> 00:08:33.720 it, because it comes from them. A stuff. Simplest way you can 110 00:08:33.759 --> 00:08:37.679 get started it's just take all of the ideas that are in your head and 111 00:08:37.440 --> 00:08:43.029 actually record them, because most companies live in a vacuum. They don't actually 112 00:08:43.269 --> 00:08:46.870 learn as much as they should on a topic, and that's your job, 113 00:08:48.029 --> 00:08:52.029 is to teach them. Absolutely yea, so great tips, actuation things we 114 00:08:52.070 --> 00:08:56.860 should have play it well self. So my next question would be more about 115 00:08:56.899 --> 00:09:01.580 my theory of questions is more around the evolution of social media. Okay, 116 00:09:01.620 --> 00:09:05.139 so, for example, social media, long time ago when for as an 117 00:09:05.179 --> 00:09:09.460 individual, for myself, was my space, and then you moved on to 118 00:09:09.620 --> 00:09:13.690 facebook, and now facebook is not coold anymore. So people keep keep on 119 00:09:13.769 --> 00:09:16.769 moving and I think instagram is is kind of the new platform in a way, 120 00:09:16.850 --> 00:09:20.570 and in the middle you've got things like twitter, snapchat and everything. 121 00:09:20.690 --> 00:09:26.600 So the way people are communicating seems to be evolving. We used to post 122 00:09:26.679 --> 00:09:30.039 about ourself and put some comments and comments on those other people, and now 123 00:09:30.080 --> 00:09:33.759 it's all about putting a picture and liking the pictures and changing the media. 124 00:09:33.960 --> 00:09:39.070 So you've been doing what you've been doing for seven years now and I would 125 00:09:39.190 --> 00:09:43.870 say that a lot has changed into thousand and twelve. So how do you 126 00:09:43.990 --> 00:09:48.590 see yourself and your company progressing with social media and keep on screaving through that 127 00:09:48.789 --> 00:09:54.899 medium in getting your word out? Yeah, and there's two plays. is 128 00:09:54.980 --> 00:10:03.539 where we it's interesting as social media evolves, what hasn't been solidified is strategy 129 00:10:03.659 --> 00:10:07.450 and leadership around it. So those are those are the two places that my 130 00:10:07.649 --> 00:10:11.409 company is doubling and tripling down on helping. The reality is as well, 131 00:10:11.490 --> 00:10:18.009 there's hundreds of things you could do on social media platforms. We're not distilling 132 00:10:18.169 --> 00:10:22.200 it. I think that the world of social selling training hadn't done a great 133 00:10:22.240 --> 00:10:28.279 job of properly distilling it down to executable sales place that not only a seller 134 00:10:28.440 --> 00:10:33.080 could could execute. Goes from strategy to execution, but more importantly, how 135 00:10:33.200 --> 00:10:37.789 frontline sales managers could coach towards it and turn it into coachable moments. So, 136 00:10:37.990 --> 00:10:43.389 in fact, the platforms keep moving and people adjust what platforms they're on. 137 00:10:43.909 --> 00:10:48.990 Where we're focused is let's actually develop a universal road map of what the 138 00:10:50.100 --> 00:10:52.820 strategy should be. Remember, we talked about sales place. It's a process, 139 00:10:52.980 --> 00:10:56.139 not at not a platform. So what we're trying to do is define 140 00:10:56.580 --> 00:11:03.899 the exact processes that, no matter what happens on any particular social media platform, 141 00:11:03.259 --> 00:11:09.210 you could just adjust the platform of choice to use around the process and 142 00:11:09.409 --> 00:11:13.970 then you could also teach a coach, a frontline sales manager, a second 143 00:11:13.009 --> 00:11:18.679 line sales manager, to actually look for what we would call green flags and 144 00:11:18.799 --> 00:11:22.000 red flags. People are doing the right activities, people are not doing the 145 00:11:22.039 --> 00:11:24.759 right activities. So that's how we're addressing it. Is I think. Let 146 00:11:24.919 --> 00:11:28.559 the world keep moving in the way it is. But yeah, hearn the 147 00:11:28.679 --> 00:11:33.870 is in the coachable moments now. Okay, I like the response as well 148 00:11:33.990 --> 00:11:37.110 on that one because I think it's it's an interesting way to look into it 149 00:11:37.230 --> 00:11:39.990 and and you are right, you can't stop the evolution of the platform. 150 00:11:39.470 --> 00:11:45.350 So those, the scachable moments, are quite an interesting concept as well. 151 00:11:45.750 --> 00:11:48.940 If we look at it now, not from the company with trying to get 152 00:11:50.019 --> 00:11:54.980 on the social setting strategy and trying to get out the message for social social 153 00:11:54.100 --> 00:11:58.259 selling, but if we look at it from the end use of perspective. 154 00:11:58.019 --> 00:12:03.769 What I see myself from prospecting and I would say using social media as an 155 00:12:03.769 --> 00:12:09.210 nonshore Pronoun, as a sales person. I would use, for example, 156 00:12:09.330 --> 00:12:13.730 Linkedin to send message to people. Okay, but I want to reach out 157 00:12:13.850 --> 00:12:18.759 to I would say that Linkedin was probably one of the best tool five years, 158 00:12:18.960 --> 00:12:22.879 six years ago in term of reaching out to people, and the response 159 00:12:22.960 --> 00:12:28.519 rate was pretty good. And now I see the response rates going lower and 160 00:12:28.559 --> 00:12:33.110 I'm using the same message. I would like to believe that I'm still sending 161 00:12:33.149 --> 00:12:37.230 the rights information, I'm sending pertinence till out information to the people I'm trying 162 00:12:37.269 --> 00:12:41.029 to reach out to. But my question is, from your perspective, how 163 00:12:41.070 --> 00:12:46.899 do you see the end user consume, mean social media? How do you 164 00:12:46.019 --> 00:12:50.580 see them? Do you see them changing? Do you see them getting fed 165 00:12:50.620 --> 00:12:56.100 up about the specific, but foremost specific quail being engaged with? I definitely 166 00:12:56.139 --> 00:13:01.929 see that more and more sellers are leveraging tools like linkedin to communicate with customers 167 00:13:03.370 --> 00:13:07.090 instead of using their email platform button. Are the ones that are being very 168 00:13:07.129 --> 00:13:15.279 successful are actually rethinking their messaging completely, and where they're rethinking their messaging is, 169 00:13:15.360 --> 00:13:20.080 instead of using the written word, by typing a message to a prospect, 170 00:13:20.279 --> 00:13:24.440 what they're doing is making videos and they're using free and available video tools 171 00:13:24.759 --> 00:13:31.110 that allow them to not only humanize themselves, the seller, but also synthesize 172 00:13:31.309 --> 00:13:35.029 all kinds of best practices. In short, three thousand two hundred and sixty 173 00:13:35.070 --> 00:13:39.750 two videos, and they could teach customers things they don't already know. They 174 00:13:39.789 --> 00:13:43.820 could show new ideas, because eighty five percent of people are visual learners. 175 00:13:43.299 --> 00:13:48.100 It just makes sense. And so the ones that are really successful are still 176 00:13:48.259 --> 00:13:52.419 using tools like Linkedin, which are getting busier and busier. You know, 177 00:13:52.460 --> 00:13:54.769 there's almost like five or six hundred million users on it right now. But 178 00:13:54.889 --> 00:14:00.289 they're using the power of video to be unique, to be bold and different 179 00:14:00.490 --> 00:14:05.129 in front of the customer. So basically using this seb medium, but changing 180 00:14:05.210 --> 00:14:09.120 the actual content, but changing the actual content, and video, as we 181 00:14:09.240 --> 00:14:15.200 all know as consumers, is becoming more and more important in society for communication. 182 00:14:15.759 --> 00:14:20.200 So they're just using what naturally the customer is consuming anyways, which is 183 00:14:20.240 --> 00:14:24.070 videos. I've got to be honest with you. Actually gave some companies a 184 00:14:24.149 --> 00:14:28.789 meeting not so long ago after receiving a video, and I saw that it 185 00:14:28.950 --> 00:14:31.789 was a very smart way and it was different, and also you get a 186 00:14:31.830 --> 00:14:35.309 feel closer to the person because you actually see them, yes, and that's 187 00:14:35.350 --> 00:14:39.019 definitely something that is valuable and I did fall in the trap. So I 188 00:14:39.100 --> 00:14:43.340 got such a trapped he was a very well built message and a nice person 189 00:14:43.580 --> 00:14:48.059 delivering that message and that gay seemed to be very pasionate about what he was 190 00:14:48.179 --> 00:14:52.860 doing and he was able to explain to me, while looking at me kind 191 00:14:52.889 --> 00:14:56.529 of India ice through my computer, with a lot of passion, that we 192 00:14:56.570 --> 00:14:58.250 should engage and I felt that he was the right thing to say yes to 193 00:14:58.289 --> 00:15:01.409 him. And I think we've got a cold tomorrow or something like that, 194 00:15:01.490 --> 00:15:05.129 so it's definitely walking now. You mentioned that there is some free platform. 195 00:15:05.169 --> 00:15:07.919 Can you just mentioned the name of this platform? So so, so maybe 196 00:15:07.960 --> 00:15:09.600 audience can have a look at them. Yeah, the tool that I like 197 00:15:09.799 --> 00:15:16.200 to use is by a company called videyard and the tool is called go video. 198 00:15:16.519 --> 00:15:20.600 It's a chrome extension, a google chrome extension. You get downloaded and 199 00:15:20.759 --> 00:15:24.350 use it on your computer right now. Wonderful. Why I should definitely take 200 00:15:24.389 --> 00:15:28.350 a look at that. SOS like something that we should try against. Lots 201 00:15:28.389 --> 00:15:31.470 of good tips and an insight in the conversation today, Jimmy, one thing 202 00:15:31.549 --> 00:15:35.629 that we also do at the later state of the conversation, which we are 203 00:15:35.669 --> 00:15:39.539 getting into now, is to ask you what is the best way for audience 204 00:15:39.700 --> 00:15:43.899 to get in touch with you? Some of the people listening to the podcast 205 00:15:43.980 --> 00:15:46.620 may want to have a quick code with you to discuss the social were setting 206 00:15:46.620 --> 00:15:52.409 strategy. They may want to get more information or potentially use your services. 207 00:15:52.649 --> 00:15:54.769 So what is the best way for them to get into trees? You, 208 00:15:54.809 --> 00:15:58.490 Jamie, always your team. The best way to get ahold of me is 209 00:15:58.570 --> 00:16:03.970 actually through Linkedin. They can message me on linkedin anytime, or you could 210 00:16:03.090 --> 00:16:07.879 email me at Jamie at sales for lifecom and I am happy to help your 211 00:16:07.879 --> 00:16:11.559 audience. It was twelve you on the show today, Jimmy. Thank you 212 00:16:11.600 --> 00:16:18.590 so much for having me. operatics has redefined the meaning of revenue generation for 213 00:16:18.710 --> 00:16:25.029 technology companies worldwide. While the traditional concepts of building and managing inside sales teams 214 00:16:25.070 --> 00:16:29.870 inhouse has existed for many years, companies are struggling with a lack of focus, 215 00:16:30.149 --> 00:16:36.659 agility and scale required in today's fast and complex world of enterprise technology sales. 216 00:16:36.700 --> 00:16:42.820 See How operatics can help your company accelerate pipeline at operatics dotnet. You've 217 00:16:42.860 --> 00:16:48.090 been listening to be tob revenue acceleration. To ensure that you never miss an 218 00:16:48.129 --> 00:16:52.169 episode, subscribe to the show in your favorite podcast player. Thank you so 219 00:16:52.289 --> 00:16:53.129 much for listening. Until next time,

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