5 episodes

The Sales Way Podcast is for anyone working in B2B sales enablement and B2B sales leaders - bringing you super simple tips and insights to help you drive greater sales and marketing success. From how to create your sales playbook, to getting your sales teams social selling, we're here to help you create more success in your sales enablement activities. Brought to you by Contemsa.

The Sales Way Podcast: https://thesalesway.com
Contemsa: https://contemsa.com

The Sales Way Contemsa

    • Entrepreneurship
    • 5.0, 3 Ratings

The Sales Way Podcast is for anyone working in B2B sales enablement and B2B sales leaders - bringing you super simple tips and insights to help you drive greater sales and marketing success. From how to create your sales playbook, to getting your sales teams social selling, we're here to help you create more success in your sales enablement activities. Brought to you by Contemsa.

The Sales Way Podcast: https://thesalesway.com
Contemsa: https://contemsa.com

    Ep.5 – Tailoring Your B2B Sales Messaging

    Ep.5 – Tailoring Your B2B Sales Messaging

    In this episode we’re going to be looking at how you can craft your sales messaging, and specifically how you can start to think about how you can apply different types of sales messaging – more impact, deliver greater results.
    Let’s get started today looking at the different levels.
    So firstly – we have your Company Level messaging.
    This is where you position your company as a whole, and the aim is to help your buyers understand where you fit in the market at a company.
    - So what are you known for?
    - What differentiates you?
    - What value are you, as a company, bringing to customers?
    I also like to think of company level messaging as being about helping customers to place you and figure out where you fit in their ecosystem.
    So for example:
    I’ve been following a company on LinkedIn who help businesses with podcasting.
    So immediately, as a potential customer for them, I am trying to figure out where exactly they fit in the podcasting ecosystem. So, are they helping companies with launching a podcast, or are they helping with recording and editing podcasts, or perhaps they help with marketing podcasts or repurpose content from podcast episodes into other marketing materials?
    So the messaging helps me to understand who they are, what they do, where they fit, and how they can bring value to me, as a customer.
    Ok, let’s move on to Solution Level messaging.
    This is where you’re proposing a method or solution option for the customer. You could also think of it as customer challenge level messaging. If I use an example of outsourcing your IT as a solution, this isn’t exactly a product or service, but it’s a solution to a customer’s challenge.
    Underneath this solution, you might have multiple products or services that you would use to deliver that solution to the customer.
    Now another solution might be a completely different method, such as keeping your IT running yourself instead of outsourcing IT. So when we talk about solution-level messaging, we’re positioning a journey to customers – so we want to demonstrate in our messaging how our proposed solution would help them to overcome their challenges and enable them to meet their business’ aspirations and goals.
    But, the important thing to recognise here is to make sure you’re delivering the right message at the right time – if your customer is still at the solution stage where they’re deciding what route to take, it makes no sense to be positioning your products here.
    Likewise, if your competitors are positioning their sales messaging at a solution level, you need to make sure you’re not responding with product-level messaging.
    Take this example:
    Imagine you’ve decided you want to find an alternative way to get to work instead of using your car everyday.
    You’ve decided to talk to a company who sells electric bikes, and a company that offers an on-demand carshare service.
    You’ve not decided which option or which ‘route’ you want to take yet, never mind being in a position to decide on a specific supplier.
    The company offering an on-demand car service has sales messaging focused on the benefits of moving away from owning your own car and paying for travel when you need it, instead of investing up front in a car.
    But when you speak to the company selling electric bikes, they start telling you how their latest electric bike goes twice as fast as competitors but uses half the energy, and has 20 gears.
    These are two different levels of messaging, and the detail about the bike’s features is only relevant once you have decided you are going to purchase a bike.
    Instead, the electric bike company should focus on selling at a higher level – focusing on the benefits of moving away from car journeys towards less pollutant modes of transport, or why the exercise benefits of non-car journeys deliver amazing health benefits to their customers.

    • 9 min
    Ep.4 – Social Selling: Why Your B2B Salespeople Should Care

    Ep.4 – Social Selling: Why Your B2B Salespeople Should Care

    Hi everyone, so the topic of today’s episode is Social Selling: Why Should Your B2B Sales Teams Care?
    Over the next few minutes, we’re going to be diving into social selling, specifically for B2B sales teams.
    So what is social selling?
    Well, it’s about using social media to connect and build relationships with customers and prospects.
    In research from CSO Insights, 33% of respondents said that social selling had enabled their teams to increase the number of leads they had, and 31% said it enabled them to build deeper relationships with clients. (Source: https://blog.hootsuite.com/what-is-social-selling/)
    If your salespeople aren’t already incorporating social selling into their sales kit bag, now is the time to do so.
    So why should B2B salespeople care about social selling? We look at 3 important reasons why reps should start thinking about incorporating social selling into their prospecting.
    1) It lays the foundation for sales reps to go in and contact customers.
    So by posting on social media, connecting with the right prospects and getting known for sharing valuable and useful content that is pertinent to their prospects, sales reps are laying the groundwork for when they first make contact with those customers. Prospects are more likely to recognise your sales rep if they’ve been an avid poster about topics that the customer cares about on LinkedIn for example and if they’re connected into their prospect’s network already. So when that new business account manager then emails or phones the customer, they have some common ground already.
    2) It helps reps to build a name for themselves
    We live in the age of personal branding, but not enough salespeople are harnessing this amazing opportunity to build a personal brand for themselves across social media platforms.
    The great thing about social media, is that it’s almost like a CV for sales reps – a tool they can take with them as they move into new jobs.
    Think about this – you’ve got two sales reps that you’re considering hiring. If, on paper, each of them has the same level of experience and skill set, but one has built up a following on LinkedIn and Twitter by regularly engaging in discussions about topics in your industry, they regularly share insights that are useful and thought-provoking to their customers and they have thousands of followers across social media – which one is going to be a more attractive proposition as a sales hire?
    Social selling is a chance for reps to build their own thought leadership platform – to help them connect with more customers, sell more and improve their career prospects.
    3) It helps salespeople to build a bigger, broader network of partners, prospects, customers and influencers.
    Social selling isn’t just about connecting with customers – it’s also about building and strengthening your network so that you are connected to the people who matter.
    If you only sell into one contact at a customer, then social media can help you to expand your reach to other contacts, across other departments, at your customer. So maybe today you speak to the IT department at your customer, but in time, you might use social media to start engaging with different business units such as Finance and Marketing to ensure you’re involved in new discussions about their own IT requirements.
    Or perhaps it can give you access to more partners who sell into those prospects where you want to gain access.
    In simple terms, it’s the door into a whole world of contacts who can make your job easier – and help you to be more successful.
    And again, reps should care because that network moves with them as they change jobs – so it’s a win-win for sales reps.
    In future episodes, we’re going to look at how you can build a social selling culture across your sales organisation, how you can get sales reps posting and social selling, and tips

    • 6 min
    Ep.3 – Getting Started With Reseller Enablement

    Ep.3 – Getting Started With Reseller Enablement

    Today we’re talking about reseller sales enablement – so what do we mean by that?
    At a basic level, we’re talking about how can you sales enable your resellers and channel partners – so that covers sales training but it’s also about making sure that your resellers have the right processes, resources and tools in place to go and sell your product.
    To keep things simple, we’re going to look at three ways you can get started with reseller enablement.
    So you either fall into one of two categories:
    Perhaps you already have a reseller or partner program in place and want to make some improvements or drive more sales through your resellers,
    or maybe you’re just starting out and are at the beginning of building out your partner program.
    So the first thing to look at is how will you train your resellers?
    Will you integrate the training you currently give to your own employees with reseller training, or are you planning for resellers to have their own learning pathways and their own, separate content?
    To stop you duplicating your efforts, it’s important to think about what training material you already have, and how you can repurpose that content for your resellers.
    So, for example, you might have training content that shows your own sales teams how to sell against your competitors, but you might not want to share this confidential info in your reseller training content, or you might want to edit it to some extent as the content will be shared and consumed outside of your organisation.
    Also, it’s good to think about the amount of content that you will need to put together for your resellers because they will be likely being trained by a number of other suppliers and vendors, like yourselves, so you maybe can’t expect your resellers to undergo the same level of training as your own employees – so what content will you share with them for training purposes, and what content isn’t going to make the cut?
    Secondly, another important consideration is thinking about how you will engage with your resellers.
    So the questions I’d be asking myself on this point if I was setting up a reseller program would be along the lines of:
    • How will I communicate with my resellers – will there be a reseller portal where they contact my company and where support requests are logged?
    • Will I be employing Reseller Account Managers to engage with resellers on a regular basis?
    • Will we be creating joint account plans with our resellers?
    • Will we be doing joint meetings between customers and our resellers? Or will partner sales reps go out and meet with clients without us?
    • How much involvement will we need to have, as a company, when working on sales opportunities with our resellers? Are we expecting our resellers to be fairly autonomous in sales activities or will they need a lot of support from us?
    So these are really important questions to guide your thinking about how you structure your partner program.
    And thirdly, what resources and tools will you be giving your resellers to help them sell your products and services?
    Will you need to create a partner portal that houses all of your training content and product data for resellers, or will you just give your resellers access to an existing intranet where they can download product briefs, playbooks and resources?
    Will you need to create new content just for your resellers, such as playbooks or handbooks showing how your reseller program works? Or will you need to create tools to help resellers register deals for better pricing?
    How will resellers be compensated – will this require a new tool for logging compensation claims or can your existing company tools be used?
    So this probably sound like an overwhelming list of things to consider but I bet you probably have a lot of resources already if you’re operating your own sales team – so these are just e

    • 7 min
    Ep.2 – Involving Salespeople in Your B2B Sales Playbook Process

    Ep.2 – Involving Salespeople in Your B2B Sales Playbook Process

    In this week's episode, we look at how it's super critical to get your salespeople involved at the creation stage of your sales playbook - for product launches or new sales training initiatives.
    Find out more at https://contemsa.com
    This podcast is powered by Pinecast.

    • 6 min
    Ep.1 – Why Do You Need a Sales Playbook?

    Ep.1 – Why Do You Need a Sales Playbook?

    Episode Notes

    We look at three key reasons why a Sales Playbook might make sense for your business, across complex content silos that need to be harmonised, training new sales teams and systemising success across your teams.
    This podcast is powered by Pinecast.

    • 5 min

Customer Reviews

5.0 out of 5
3 Ratings

3 Ratings

miranda-panda ,

Great teachings from a true expert

I've worked with Contemsa for a few years and always found them very knowledgeable, so I was looking forward to listening to this podcast. It did not disappoint. Very helpful indeed.

satellitesgone ,

Useful introduction to sales enablement

Really simple and useful introduction to sales enablement - looking forward to hearing more!

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