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The Modern Selling podcast, hosted by Mario Martinez, Jr., is the go-to podcast for sales leaders, sales professionals, business owners, sales enablement leaders, and anyone responsible for generating revenue. Mario's guests are practitioners in the trenches, experts in their profession and influencers who are leveraging modern selling techniques to inspire you to create more sales conversations with your target buyer!

The Modern Selling Podcast Mario Martinez Jr

    • Marketing

The Modern Selling podcast, hosted by Mario Martinez, Jr., is the go-to podcast for sales leaders, sales professionals, business owners, sales enablement leaders, and anyone responsible for generating revenue. Mario's guests are practitioners in the trenches, experts in their profession and influencers who are leveraging modern selling techniques to inspire you to create more sales conversations with your target buyer!

    Overcoming No Decision In The B2B Buying Process, with Jon Perera and Matt Weil, from Highspot, #133

    Overcoming No Decision In The B2B Buying Process, with Jon Perera and Matt Weil, from Highspot, #133

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    The B2B buying process is filled with challenges. One of the most frustrating is when a promising sales conversation falls into the “no decision” category. What’s the problem? Is it really a “no decision” situation or is something else going on?
    On this episode of the #ModernSelling podcast, I speak with not one, but two guests who work together on the B2B buying process within their company. Their approach is to address the entire buyer process, including the assessment of what’s truly happening in “no decision” situations.
    Jon Perera is CMO of Highspot and is responsible for global marketing, demand generation, partner ecosystem, and international expansion for the company. My co-guest is Matt Weil, Vice President of Worldwide Sales for Highspot. On this episode, they pull back the curtain to reveal how they lead the Highspot sales and marketing teams to prevent, correctly assess, and close more of the situations that might typically be called “no decisions." You don’t want to miss this episode!
    This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to http://bit.ly/gongio to get started.
    At Least 22% Of All Sales Opportunities Are Lost Due To No Decision  Statistics don’t lie, but they sometimes fail to tell the whole story. In the case of “no decision” issues, part of the problem is that due to the pressure salespeople feel to demonstrate their sales activity, they are often listing low-probability opportunities into the deal flow.
    It’s a systemic problem that needs a systemic solution. One part of the issue is that today's CRMs are not enabling sellers to accurately label/track situations. To deal with that limitation, my guests recommend the following:
    Train your entire team to be very clear about WHAT markers indicate that a deal should be in the funnel in the first place. Ensure that everyone is practicing a disciplined approach to categorization when assigning deal stages. Educate your team so they can recognize the little wins that indicate progress VS false progress. Is Marketing Adequately Warming Up Leads In The B2B Buying Process? Both Jon and Matt say that sales and marketing in most companies need to become better aligned. When this is the case, marketing can do pre-sales work on behalf of sales to warm up the prospect.
    At the top of the funnel, marketing needs to ensure they are helping the prospect recognize a clear need for change in their current situation. This can be aided through thought leadership content or licensed content from an analyst firm that can be shared with prospects. The Highspot team conducts buyer interviews on all deals - won, lost, and no decision. Their goal is to discern what happened in each type of deal to bring it to its respective conclusion. Insights gleaned above are handed off to the sales enablement team to create resources that will educate the sales team about what’s contributing to no decisions - so those behaviors can be avoided. Many No Decisions Are Because Salespeople Are Not Asking The Right Questions It’s not uncommon for sellers to be in promising conversations with buyers only to fail at the most crucial point - they don’t ask for the sale or move the buyer to a “next step.” Closing at each particular stage of the B2B buying process doesn’t always mean that a purchase contract is signed. It means that sellers are moving buyers to the next step in their buyer’s journey successfully.
    When the Vengreso team discovered that this is part of the problem with our "no decisions," we got busy training our selle

    • 42 min.
    Building A Sales Team That Closes More Deals, with Kraig Kleeman, Episode #131

    Building A Sales Team That Closes More Deals, with Kraig Kleeman, Episode #131

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    What would happen to your company’s sales revenue if you were actively building a sales team where every member was progressively becoming a top performer? You know the answer - your company’s overall success would skyrocket. On this episode of The #ModernSelling Podcast, Kraig Kleeman joins me to discuss how he consistently helps sales organizations level up their entire team’s performance.
    Kraig is recognized as an expert on the sales process, sales transformation, and professional motivation. He’s consulted with more than 150 companies and his proprietary sales methodology, “The Must-React System,” has resulted in 250,000+ meetings with senior executives. Join us as we discuss how sales leaders can build a sales team that excels at selling.



    This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to http://bit.ly/gongio to get started.
    Your Organization Needs To Implement A Sales Maturity Model Kraig’s experience dealing with organizations on every level - from startups to well-established companies - has shown him that all companies struggle to some degree with maturing their sales organization to achieve optimal results. His “Sales Maturity Model” is a simple but experience-based framework that enables any sales leader or sales front-line person to begin assessing their organization, themselves, their team, and performance. Then, they can apply that data to create appropriate benchmarks and make improvements systematically.
    Listen to our conversation to discover the ways Kraig implements training around this kind of assessment. You’ll experience the same advice he’s given to sales teams across the globe that has made him a recognized leader in the sales training world.
    4 Key Areas That Will Enable You To Build A Sales Team Effectively  When Kraig first begins working with an organization, he digs into the following four key areas, in this order.
    1. Data integrity Kraig wants to know if the data the organization is using is accurate, relevant, and truly helpful. If the data is bad, the strategy and process that uses the data will be worthless. If he finds problems in the dataset, the first order of business is to make a plan to clean it up and secure the right data moving forward. You can and should do the same thing in your organization.
    2. Load Balancing When Kraig is looking at “load balancing” he’s assessing the number of SDRs compared to the number of Closers. Is the ratio as it should be? Sometimes making changes to the load balance can be the single most important thing to driving additional revenue. Kraig says that in order to know what you should do, you’ll have to test your situation to see what ratio is best for you.
    3. Content and Messaging This is my favorite topic of the four and critical for successful sales teams to get right. Kraig always suggests that the entire cache of sales and sales enablement content an organization uses should be pre-created so SDRs do not have to think about any of the content at any level. When it comes to messaging, pre-scripted messaging that matches the phases of the buyer journey is what needs to be created and used team-wide.
    4. Coaching and Culture In his travels as a sales consultant, Kraig’s observed that sales coaching is widely neglected - and that it is the sales leadership’s responsibility to ensure it’s happening. Kraig points out that when coaching is done person-to-person, consistently, and positively in the context of principles that are proven to persuade, it can boost performance that will amaze Senior

    • 45 min.
    Creating A Profitable Fanocracy For Your Brand, with David Meerman Scott, Episode #130

    Creating A Profitable Fanocracy For Your Brand, with David Meerman Scott, Episode #130

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    Have you ever heard the term “Fanocracy?” Probably not, unless you’ve already picked up a copy of the new book by my guest, David Meerman Scott. David is a master marketer, keynote speaker, and a keen observer of the way we operate as human beings. His latest book, “Fanocracy,” co-authored with his daughter Reiko Scott, is a dissection of how true fans of any group or organization develop their “fandom” and how we as business and sales leaders can organize our strategies around encouraging fans, which in turn can drive long term profits. Join us for this episode of the #ModernSeller podcast as we dive into this fascinating topic!
    This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to http://bit.ly/gongio to get started.
    Long Term Profits Skyrocket With The Help Of Customers Who Become “Fans” It’s possible to build a thriving business on the back of multiple one-time sales. But every sales professional knows that it’s far better to develop and market products that customers need to purchase and want to purchase over and over. Whether that’s through a repeat subscription or consumable goods, the model of repeat sales makes sense for the long haul.
    David’s new book reveals that it’s possible and even preferable for brands to cultivate genuine "fan"-like relationships with its customers that will fuel ongoing growth. His research reveals that fostering and feeding a “Fanocracy” enables brands to become household names, create engaged communities around their products, and reap the rewards of those fan relationships for decades. Listen to hear some of David’s Fanocracy dos and don’ts learned from brands such as Microsoft and Adobe.
    A True Human Connection: The Foundation Of A Profitable Fanocracy It’s becoming clearer all the time that the content most brands share on social media is losing its effectiveness. Why is this? David says that many brands have lost their ability to be “real” amidst the clutter and noise of a social media stream. People are hungry for genuine human connections and loyal fans demonstrate just how true that fact is.
    In this episode, David tells about the conversation he and his daughter had about some of the things they are personally fans of - The Grateful Dead for David and Harry Potter for his daughter, Reiko. It was this chat that sparked their curiosity about what makes people become fans and led them to discover how the brain is hard-wired to respond to certain stimuli in fan-like ways. Together, they wrote a book that explains this and other phenomena that shows what companies can do to foster the genuine human connections that their customers want from the brands whose products and services they use. 
    The 4 Zones Of Proximity And How Video Can Make The Most Of Them When it comes to the way humans function in social environments, research has revealed what is being referred to as “Four Zones of Proximity.” This subcategory of non-verbal communication analyzes the way people respond to others who are physically within certain distances from them. Here’s an example of three of the “zones” most relevant to sales and marketing professionals:
    1 - Public space: When someone is further than 20 feet away
    2 - Social space: When someone is from 20 feet to 4 feet away
    3 - Personal space: When someone is from 4 feet to 1 ½ foot away
    For those of us who leverage digital selling, this research is very helpful when it comes to how we use video to make connections. Videos that are recorded with this “proximity effect” in mind are more

    • 52 min.
    Your Sales Mindset Needs An Overhaul - Here’s How To Start, with Bernadette McClelland, Episode #129

    Your Sales Mindset Needs An Overhaul - Here’s How To Start, with Bernadette McClelland, Episode #129

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    Success and failure in sales are determined by many things, but most important on that long list is what I’d call your “sales mindset.” It’s how you think about yourself, your role as a sales professional, and the big reasons you’re in a sales career in the first place. To help us think through the obstacles to a healthy sales mindset that every salesperson faces, I’ve invited Bernadette McClelland to be my guest on this episode of #SellingWithSocial.
    Bernadette is the Founder of 3 Red Folders, a sales training and consulting firm that helps clients understand the essentials of sales strategy, sales psychology, and sales science. This intersection of topics is not something you’ll hear talked about commonly but it’s extremely important to understand. 
    On this episode, Bernadette and I discuss how sales professionals can begin to unravel the mystery behind lagging sales performance by going inside themselves, where they'll discover what makes them tick and find the tools to change their sales career for the better. Don’t miss it!
    This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to http://bit.ly/gongio to get started.
    To Increase Your Sales Success You Must Be Open And Be Aware When asked how salespeople can begin to give their sales mindset an overhaul, Bernadette says that it starts with two things: Openness and Awareness. Let’s take those one at a time.
    First, you must be open to change and growth. She points out that many sales professionals are full of ego, ready to take on any challenge. That's fine, except that they often think they don’t need to do anything more to increase their skills or abilities. She says those individuals cannot be helped because they’ve closed themselves off to growth. But those who are open to change and eager for growth can accomplish much more.
    Next, you have to become aware that you carry the beliefs, conditioning, and limitations that your family and environment created in you as a child. Those are the things that stop you from achieving all you could and that prevent you from stepping into bigger deals. These are the things that limit your belief in yourself. Listen to hear how Bernadette unpacks this vital topic.
    Understanding Your WHY Is Important But Not Without Knowing Your WHO Most business people have read the book, “Start With Why” by Simon Senek. He brought a concept into the spotlight that I’ve been asking my sales team to consider for years. It’s the idea that WHY you do what you do is more important than HOW you do it - and that if your WHY is compelling enough, it will drive you to greater levels of success and accomplishment.
    But Bernadette says that as right as Simon is, he’s missing a key component - another element that even informs that WHY. It’s WHO you are. She tells the story of how she used to be a smoker and that no amount of warnings on cigarette packages was enough motivation to make her stop smoking. But when she decided that SHE was not a smoker, that it wasn’t going to be a part of how she thought of HERSELF, everything changed. Listen to hear how she applies this story to the development of a positive sales mindset.
    The Key Questions All Sales Leaders Need To Be Asking Whether you lead a sales team or are an individual seller, Bernadette provides two simple questions and a follow-up exercise that will help you overcome blockages to achieve greater success in modern sales and a growth mindset. She poses the questions as if a leader of a sales team were asking them, so

    • 46 min.
    How To Get The Meeting Every Time, with Stu Heinecke, Episode #128

    How To Get The Meeting Every Time, with Stu Heinecke, Episode #128

    Subscribe to Selling With Social Apple Podcasts | Stitcher | Google Play | Google Podcasts
    When you really, really need to get the meeting with that high-level exec you’re hoping to build a business relationship with, what do you do? Email? Cold call? Outreach on LinkedIn? Each of those has their place, but nothing is more effective than what my friend Stu Heinecke refers to as “Contact Marketing.” Why am I talking about something with the word "marketing" in the name on #SellingWithSocial (a sales podcast)? Because it’s the most powerful way for sales professionals to get the meeting every, single, time. Yep - you heard that right. Every time.
    Stu is an author, Wall Street Journal cartoonist, and hall of fame–nominated marketer. Through his writing, he’s taught thousands of sales reps, business owners, entrepreneurs, and CEOs how to use Contact Marketing to get meetings that have dramatic bottom-line impact on the companies they work for. Listen to this episode - it will get your creative juices flowing and motivate you to get outside the cold-calling box you’re in so that you can get the meeting with those high-priority prospects on your radar.
    This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to http://bit.ly/gongio to get started.
    Your Messaging Has To Stand Out If You’re Going To Get The Meeting Most meeting requests fail because they are boring, irrelevant, and built on a cookie-cutter approach. Put yourself in your prospect's shoes: After seeing the same sales messaging over and over, both prospects and their gatekeepers tune it out. It’s as simple as that.
    Stu says that your primary goal in Contact Marketing is to set your message apart from the others your prospects are receiving. That’s the only hope you have of convincing them that your solutions are worth consideration.
    Stu uses his cartooning skills to create unique gifts that he sends to prospects. But since you’re likely not a cartoonist, what could you do? To give you some ideas, Stu tells the following stories…
    One sales professional used Cutco knife sets to get in the door - mailed directly to the prospect one knife at a time. His efforts resulted in a 6-figure deal. Another researched his prospect and discovered his love of falconry, so he sent a custom falconry glove. It resulted in 3 referrals and 6-figure deal. Dan Waldschmidt, who’s been a guest on this podcast,sent an actual sword as an image of the message he wanted to communicate. These all sound elaborate or expensive, but your Contact Marketing efforts don’t have to be either of those things. Listen to hear Stu give practical examples of the kinds of things you can do to get the meeting with your key prospects.
    The New Standard For Meeting Requests: 100% Response Rate It’s every salesperson’s dream to have a 100% response rate to meeting requests, and Stu says it commonly happens when his Contact Marketing approach is used. Why is the method he teaches so effective? Because it is a way of connecting that gets attention, stands out by expressing care and interest in the prospect, and enlists the gatekeepers to help you get the meeting set up.
    That’s a lot of promises - but it really works. In this conversation, Stu describes several ways individuals have used his Contact Marketing method to great success. It sounds crazy, but the beauty is that it’s just crazy enough to work. Be sure you listen. By the time you’re finished, you’ll understand what Contact Marketing is, why it works, and how it could become the most powerful component of your sales enablement strategy.
    Having Trouble Getting

    • 43 min.
    Driving Modern Sales Through Customer Success and Implementation, Episode #127

    Driving Modern Sales Through Customer Success and Implementation, Episode #127

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    The creation of a Customer Success Program is a powerful approach to delivering results for customers. On this episode of #SellingWithSocial, I invited the Vengreso Customer Success Team - Ivonne Ribeiro, Mike O’Brien, and Wendy Gertridge to walk us through the customer success program we implement at Vengreso, and that they’ve been instrumental in developing. It’s the process our team uses to understand our customer’s goals, anticipate their challenges, and proactively provide solutions and answers to those issues to drive their success.
    Listen to learn how our CS program includes team-wide training to ensure that the new skills and concepts we’re teaching are implemented consistently across the board. If you build your customer success team guided by the ideas you hear on this episode, you’ll boost customer happiness and retention AND increase revenue and customer loyalty.
    This episode is brought to you by Gong.io, the number one conversation intelligence platform for sales. Gong helps you achieve revenue success, which means you win more deals, skyrocket rep performance and gain critical market intelligence. Get powerful visibility into your customer conversations with Gong. Head to http://bit.ly/gongio to get started.
    What Is The Goal Of A Customer Success Team? Customer success has one goal: Making the customer’s hopes and dreams about using your product or service a reality. If they are super happy with the results you deliver, they’ll be back - and they will tell others about the incredible results they achieved using your services. At Vengreso we take that seriously, so we’ve created an entire customer success team to ensure it happens for every customer.
    In this 4-way conversation, Mike points out that the customer success process often begins with educating or re-educating the customer on best practices, resources available, and how our expertise can empower them to accomplish their goals. It's the process of passing along the experience your team has as you advise and guide your customer. Wendy points out that on a deeper level, we’re always working with the customer toward 3 goals:
    1 - Sales behavioral change
    2 - More sales conversations, and
    3 - Increased sales win rates. 
    Ivonne stresses that it’s vital to keep the customer’s end goals in mind, from the beginning. What is the end outcome your customer wants and needs? What is your Customer Success Team going to do to create those outcomes?
    Listen to hear how we’ve answered those questions at Vengreso - then use our experience to fuel your own approach to a customer success program.
    Before You Implement A Customer Success Plan, You Have To Assess Everything One of the mantras we’ve developed at Vengreso is that we don’t want to teach our customers how to fish until we’ve provided them with the right bait. In digital sales, the bait is content.
    What does that mean on a practical basis? It means we have to analyze both the client’s current resources and approach AND their target customer to determine if they have the right bait to catch their ideal customers.
    This involves reviewing the customer’s website and those of competitors to see what’s working and what isn’t. We also analyze their existing social media strategy including the images, hashtags, and gated and ungated content they offer. We assess their landing pages and forms, their user experience and interface, keywords, topics that are driving traffic, and much more. This careful research is what enables us to create a content strategy that demonstrates our customer’s expertise and ability to solve the problems their prospects have. 

    • 55 min.

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