The TikTok sell off push could see the app removed from the US early next year.
* This article was originally published here
Friday, September 20, 2024
Support for US TikTok Sell-off Is Waning [Infographic]
* This article was originally published here
Thursday, September 19, 2024
How Do I Get my Old School Sales Reps to Buy in to They Ask, You Answer?
I say it all the time, but it bears repeating: the way people buy is changing — and it's changing faster than most people realize.
Increasingly, this means that the way sales teams and salespeople operate has to change to cater to the way people want to buy today.
According to a recent study published in Forbes, 75% of B2B buyers would prefer an entirely seller-free buying experience. Now, that number might be high, but think about that for a second. As many as three quarters of your buyers would prefer not to talk to your sales team at all.
They want to be able to purchase exactly what they want without any contact with a sales rep.
We’ve seen this play out for years in the retail space with cashierless checkout lines, and now touchless sales are becoming more and more popular in every industry. Today, people buy their mattress online. They buy their groceries online. They buy their TV online. Heck, you can even buy a car or a condo online.
Considering the state of sales today, the company that best serves its customers — and the way those customers want to buy — is the company that will win their business.
The companies that cling to the old way of doing things will get left behind by buyers who’ve changed, and who expect companies to change as well.
Why They Ask, You Answer serves the modern buyer
Today, before buyers make a purchase, they spend a great deal of time doing research. This could mean looking up reviews for a product, comparing two services side by side, or researching how to get the best price.
Or, it could be joining a social media group or chatting with Google Gemini about different options.
Then, when they’re ready, they reach out to a company. At this point, they’re much more educated than buyers in the past. In fact, much of what used to be part of the sale process is already complete at this point.
If a company can provide the educational resource that makes potential customers feel more comfortable as they’re approaching a purchase, that company will see two enormous advantages:
- First, those customers will trust you, provided they see you’ve been open and straightforward.
- Second, those customers will be more qualified for sales conversations, as they already know enough to make an informed decision.
They Ask, You Answer urges businesses to obsess over the questions their prospects have — and to answer them honestly on their website.
This way, customers can find the answers they need and build a trusting relationship with your brand.
And it's not just through organic search that these resources can help your business. Sales reps can send content to prospects during the sales process — a technique we call assignment selling.
These benefits of They Ask, You Answer (driving traffic, building trust, shortening the sales cycle) will allow your business to best serve today’s buyer.
However, it will only be a successful initiative if everyone at your company is bought in, including leadership, marketing, and... wait for it — sales.
They Ask You Answer needs sales team buy-in to be successful
I have taught over 300 on-site trainings with sales teams over the past 15 years. What I’ve seen is that the most successful content marketing initiatives are those from companies where the sales team is bought in. When content is seen as something that only belongs to marketing, it never gains traction and influences sales. Instead, this furthers the divide between the two teams.
If you want They Ask, You Answer to succeed at your company, you need your sales team to be on board — and in order for them to be on board, they need to see that it works.
Salespeople are often resistant to change. If they have a tried and true method, they’re unlikely to try something new that is more uncertain.
But even these salespeople are sure to recognize that buyers have changed. Today, buyers are more informed than ever before.
And, if you can acknowledge that your buyers are getting information from somewhere, you can easily see the advantage to having them get it from you.
Getting They Ask, You Answer buy in
The key to getting They Ask, You Answer buy in from your sales reps is to show them how the methodology will make their lives easier.
Like with most things, a top-down approach will only get you so far, and you'll get plenty of resistance and resentment along the way
It’s fine to eventually make They Ask, You Answer a requirement for all sales reps, but you should only do that once you’ve built a cohort that is bought in and will be able to help you spread the word.
Bringing They Ask, You Answer to your sales team in 5 steps
In order to get full adoption, start with a subset of your team — and build consensus from there. That early group will be crucial to full team buy in.
- Find your players. Pick a subset of your sales team (say, 25%), who are typically more open to new initiatives. Teach them They Ask, You Answer, preferably with a coach who can help with training.
- Choose your plays. Focus on small-scale adoption for quick wins: Sending 1:1 videos, sharing content during the sales process, and focusing on education instead of a sales pitch
- Get some reps. Let those sales reps practice They Ask, You Answer techniques with prospects. As they get the hang of it, have them share their successes with colleagues.
- Build momentum. As word of successful adoption spreads, prepare to offer They Ask, You Answer trainings to the whole team, using early adopters to help instruct and encourage.
- Change the culture. Make They Ask, You Answer required for all sales reps, with the clear indication that leadership will help support their adoption.
Once They Ask, You Answer is a requirement at your company, make sure to put the structure into place to allow for a successful full adoption. This means ongoing training and support, as well as the meeting time necessary to make sure sales and marketing are working together.
Putting They Ask, You Answer into practice
Although They Ask, You Answer is primarily a sales initiative, the bulk of the work falls to marketing. After all, they will be the ones writing and publishing the content. Because of this, getting sales to do their part is a relatively small ask.
Sharing questions with the marketing team
One aspect of this process is easy. Get your sales reps to share the questions they’re hearing from buyers with the marketing team.
A recurring content brainstorm meeting every two weeks or once a month will be sufficient for this. It’s a small time commitment, after all, and makes a big difference.
Assignment selling is harder, and requires training
However, to truly embrace They Ask, You Answer, your sales reps need to practice assignment selling. That is, they need to use the content in the sales process.
The marketers have produced the content that answers the customer questions. Now, it’s up to sales to use this content to better educate their buyers. This can be done proactively — they send a piece of content that answers an anticipated question — or reactively — sharing content after a call to fully satisfy a question that came up in a conversation.
In order to do this well, you’ll need some training. Sales leaders need to be ready to provide the necessary instruction and support.
To get you started, you can use the resource below, or talk to us about our coaching services.
🔎Related resources:
Adapt now... or become obsolete
In the last few years, I have seen hundreds of businesses embrace virtual selling (that is, selling over a Zoom or other video call), many of which, before the pandemic, had previously been very skeptical of such practices. Instead, they found that virtual selling could work for their industry.
With the buying process continually moving away from the traditional sales model, now is the time to implement a They Ask, You Answer initiative at your company.
It will allow you to best serve your modern buyers, and to build trust in the marketplace.
The time is ripe for change.
Author: msheridan@impactbnd.com (Marcus Sheridan)
* This article was originally published here
Wednesday, September 18, 2024
From Zero to $17 Million: How Social Media Drives Revenue and Business Growth [Endless Customers Podcast Ep. 64]
About This Episode
Running a business can feel like a high-stakes balancing act, and a lot of times, a business’ social media presence can be something that falls through the cracks. Many medium-sized businesses, even with more than $5 million in revenue, struggle to turn social media into a profit center. Maybe you've dabbled in posting or hired a college-age intern to handle your accounts, but the results are lackluster. Sound familiar? Well, you're not alone. The struggle to make social media work for your business is real, but it doesn't have to be a losing battle.
In this episode of Endless Customers, host Alex Winter dives deep into this topic with Robyn Nissim, a social media expert with 14 years of experience. Robyn has worked with global brands like Michelin, Nissan, Ulta Beauty, and more, taking social media accounts from nothing into a serious revenue driver.
Robyn Nissim's Journey to Social Media Mastery
Robyn's journey began with a unique edge: being a millennial at a time when that was a hot topic. "I made a career for myself out of being a millennial," Robyn shared. In meetings with VPs and CMOs, she was often asked, "Millennial, how do we reach you?" She leveraged this to her advantage, candidly telling them that spending a million dollars on a TV commercial wasn't the way to go. "If you want to reach me, it's on social media," she explained. This straightforward approach opened doors, allowing her to take brands like Michelin and Nissan online, even sending a viral tweet to world-famous music producer and DJ, Deadmau5, that resulted in 350 million impressions.
Robyn's career took off as she navigated the ‘Wild West’ of early social media, eventually leading strategy and execution for Ulta Beauty's influencer marketing program. She later managed social media at brands like Anastasia Beverly Hills and Alo Yoga. Her track record is proof that social media isn't just about posting pretty pictures—it's about crafting a strategy that drives results.
Misconceptions About Social Media
Many business owners have misconceptions about social media, one of the biggest being, "My target audience isn't on social media." Robyn debunked this myth with a statistic: 64% of the population over 18 is on social media. "There is a good chance someone in your target is there," she emphasized. The challenge is not whether your audience is on social media, but how to reach them effectively.
Another common misconception is that anyone can do social media. "Back in the day when social wasn't monetized, anyone could do it," Robyn said. "But now, social media is a revenue-driving channel." She shared her experience with Alo Yoga, where she turned organic social into a $17 million-a-month revenue-driving channel. "You don't just create that stream of revenue with luck. There's strategy involved," she added.
Getting Strategic with Social Media
Social media done right is a blend of brand marketing, digital marketing, and creative execution. Robyn highlighted that outsourcing social media to someone who only knows how to post company pictures isn't enough. "You're missing two-thirds of what it takes to be successful," she pointed out. A successful social strategy involves understanding your user's journey, creating a blend of content, and tracking results.
Robyn recommends crafting strategies that support the business from all angles. She used the example of a law firm, saying you should uncover deeper stories beyond just their services, like the history of the firm or community initiatives they're involved in. "You need to find something to talk about that people who aren't in the law space can connect with and share," she said.
Creating Variety and Engagement
Robyn strongly recommended the importance of variety in your content. "The best social media is a blend," she explained. Using her "content matrix," Robyn ensures that content stays on strategy while diversifying to keep the audience engaged. The goal is to prevent content fatigue and keep things fresh.
Robyn also stressed the need to give content enough time to resonate with your audience. "You start to get a sense at the six-week mark, but you really don't know before three months," she advised. It's important to iterate and find the right way to deliver your message.
Overcoming the Buy-In Challenge
Achieving buy-in from leadership and the entire company can be the catalyst in turning social media into a powerful revenue driver. Robyn shared her remarkable experience with Alo Yoga, where she was brought in with a clear directive: make the brand sensational. Unlike many companies that hesitate to commit, Alo Yoga was all in from the start. "They brought me in saying, we want to be sensational. Your only job is to blow this up, and we will give you every resource you need," Robyn recounted. With this level of support, she transformed organic social media into a $17 million-a-month revenue channel within just one year.
Robyn highlighted how critical it is to have the entire organization on board, not just the leadership. "You need to be so plugged into what every single department is doing so that you can be successful on social," she emphasized. Social media isn’t just a one-person job. It requires collaboration across departments like PR, customer service, and product development to keep the content fresh and engaging.
Without this level of buy-in, social media managers can quickly find themselves overwhelmed and burned out. "Without the buy-in, you will have a burnt-out social media marketer," Robyn warned. They’re the ones facing trolls online while also trying internally to get others on board. The lack of organizational support can make the role almost impossible to sustain effectively.
So, for businesses hesitant to fully dive into social media, Robyn suggests starting with a bit of competitor analysis. Look at what your competitors are doing and think about what makes your company unique. It's not just about copying others—it's about understanding the landscape and identifying how you can stand out. With the right buy-in from leadership and a collaborative effort across the company, social media can become a powerful tool to engage with your audience and drive significant growth.
Takeaways: How to Get Started on Social Media
- Understand Your Audience: They're on social media, but you need to know how to reach them effectively. Start with competitor analysis to see what's working in your industry.
- Craft a Strategy: Develop a comprehensive social media strategy that goes beyond just posting content. Think about your brand's story, values, and how you can engage with your audience on a deeper level.
- Create Diverse Content: Keep your content fresh and engaging. Experiment and iterate to find what resonates with your audience.
- Advocate Internally: Social media success requires buy-in from the entire organization. Be prepared to advocate for your channel across different departments.
- Balance Paid and Organic: While paid social can boost high-performing posts, focus on building an organic audience that truly connects with your brand.
Social media is a powerful tool for building trust and driving revenue, but it requires a strategic approach and a willingness to experiment. Whether you're just starting or looking to level up your social game, remember that it's not about overnight success. It's about creating a genuine connection with your audience and providing value that keeps them coming back. So, are you ready to take the plunge into social media and make it work for your business?
Connect with Robyn
Robyn Nissim is a social media and content expert with a track record of driving explosive growth for brands.
Check out her website
Connect with Robyn on LinkedIn
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
Tuesday, September 17, 2024
The Most Popular Social Apps Among Gen Z Consumers [Infographic]
YouTube continues to drive trends among younger consumers.
* This article was originally published here
Monday, September 16, 2024
How to Get Better Quality Leads with Assignment Selling [Endless Customers Podcast Ep. 63]
About This Episode
If you’re a business leader, you’ve probably faced the challenge of getting your sales team to fully embrace a new strategy. One of the ways we’ve seen this play out at IMPACT is when leaders try to get their sales team to adopt Assignment Selling, a concept that leverages content throughout the sales process to inform and engage buyers. Despite its proven effectiveness, many companies struggle with getting their team on board. But as discussed in a recent episode of Endless Customers featuring Alex Winter and Chris Duprey, mastering Assignment Selling could be a game changer—if you can overcome the initial resistance.
What is Assignment Selling?
At its core, Assignment Selling is about integrating educational content into the sales process. Rather than relying solely on traditional pitches and meetings, Assignment Selling gives prospective buyers resources—like blog posts, videos, and guides—that answer key questions before a sales conversation even begins.
Chris explains the concept best: “We leverage content to help educate buyers about the sales process... The more people are educated, the more they’re going to buy. And we can influence that in the sales process if we do it correctly.” This strategy allows sales teams to prime their prospects with knowledge and, as a result, shorten the sales cycle and increase conversion rates.
The foundation of this idea comes from Marcus Sheridan's "They Ask, You Answer" philosophy. In fact, one of Marcus’ early revelations was that customers who read 30 articles on his pool company’s website converted 80% of the time. From there, the company began assigning content proactively—such as a 30-page buyer’s guide—before meeting with prospects.
Why Assignment Selling Works
One of the biggest challenges in sales is walking into a meeting with an unprepared buyer. They might not know what to expect, or worse, they might come in defensive or even try to control the conversation. When buyers are in the dark, sales conversations often become repetitive and ineffective.
Assignment Selling flips that script by preparing buyers ahead of time. As Chris put it, “When people don’t know what to expect, they show up cold and defensive, or like the alpha dog that’s going to take charge of the call.” Neither scenario is ideal for closing a sale.
With Assignment Selling, potential clients are given the content they need before the meeting, answering common questions and easing anxieties. This not only builds trust with prospects and makes them feel more confident but also positions the salesperson as an expert and trusted advisor, setting the stage for a more productive and focused conversation.
The Hurdles of Implementing Assignment Selling
While the concept of Assignment Selling seems straightforward, getting your sales team to adopt it can be a challenge. Chris outlined some common hurdles leaders face when introducing this strategy:
- Sales teams resist being assertive. It’s a bit ironic, but many salespeople shy away from being direct because they don’t want to come across as pushy. Chris explains, “Sales folks don’t like to be assertive or tell people what to do... They don’t want to be the pushy salesperson.” Instead of soft-pedaling, Chris encourages leaders to coach their team to use firm but helpful language, like: “For us to have the best meeting and make the most of our time together, I need you to review these materials before we meet.”
- Many salespeople dislike using video. One of the most effective ways to execute Assignment Selling is through personalized, one-on-one video. However, some salespeople are uncomfortable with how they look or sound on camera. Chris reminds us that prospects see and hear you the same way in person: “It’s not like you can change what you look or sound like when you walk into a meeting. It’s you.” By practicing, your team will get more comfortable—and once they see the impact on their sales, they’ll be hooked.
- Lack of content. Many companies hesitate to start Assignment Selling because they feel they don’t have enough content. But as Chris explains, you can still start the process with simple, personalized videos or existing resources. He recommends recording a short video for a prospect outlining what the meeting will cover and why the content you’ve sent is important. Over time, more content can be developed, but the initial steps are doable even without a full content library.
- Consistency in execution. Leaders often struggle to get every salesperson on the same page with Assignment Selling. It’s crucial to offer support and guidance, but as Chris notes, “The best way to get buy-in is to have one or two team members start using it successfully, then share their wins with the rest of the team. This creates momentum.”
The Benefits of Assignment Selling in Action
To illustrate the impact of Assignment Selling, Chris shared one of his favorite examples: a company called Opus Partners. Before implementing Assignment Selling, their sales meetings were long—sometimes 90 minutes or more—because prospects would show up unprepared. Once Opus required prospects to complete pre-call assignments, including reading a buyer’s guide and filling out forms, the entire sales process became more efficient.
Prospects were better informed and, as a result, more serious when they finally got on the call. Opus could also weed out unqualified prospects, saving time and effort. Their sales cycle shortened, and they found that better-qualified leads led to more closed deals.
This shift in approach transformed the company’s sales process and ultimately improved their results. Chris points out that this method works across industries, from IT to roofing companies, because when people know what to expect, they show up better prepared and more engaged.
Getting Your Team to Embrace Assignment Selling
So, how can business leaders get their sales teams to fully adopt Assignment Selling? It starts with strong leadership and setting an example. Chris suggests that leaders start sending one-on-one videos themselves to show that they’re embracing the process too. If your team sees you doing it, they’re more likely to follow suit.
“When leaders respond to people only in video, it shows the sales team that they’re all in. It’s uncomfortable at first, but once a few team members see success, the whole team gets on board,” Chris shared.
Assignment Selling isn’t just a buzzword—it’s a transformative approach to sales that can reduce the length of sales cycles and improve conversion rates. By sending personalized content and leveraging one-on-one video, you can educate prospects before they step into a meeting, creating trust and positioning yourself as an expert.
The most important takeaway from this episode? Assignment Selling helps your buyers feel more educated, which leads to better conversations—and ultimately, more sales. If you’re ready to take control of your sales process, start with small steps, coach your team, and lead by example. And don’t forget, consistency is key. Your team won’t adopt this overnight, but with patience and leadership, you’ll see the payoff.
Connect with Chris Duprey
Chris Duprey is a sought-after speaker and business coach with over two decades of leadership experience.
Get to know Chris through his IMPACT bio page
Connect with Chris on LinkedIn
Keep Learning
- Watch: How to Create Industry-Disrupting Content That Will Turn Heads
- Learn: What You Should Actually Measure to Have Better Closing Rates
- Discover: Leveraging AI Tools To Close More Deals
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
Sunday, September 15, 2024
Australia Proposes New Laws To Address Misinformation on Social Media Platforms
The new regulations would set significant fines for violations.
* This article was originally published here
Saturday, September 14, 2024
Google Implements Data Encryption in Ad Targeting
Google continues to evolve its data usage tools.
* This article was originally published here
Friday, September 13, 2024
Report Looks at the Positives and Negatives of Social Media Usage [Infographic]
The report commissioned by LG Electronics found that 75% of social media users felt it can have negative mental health impacts.
* This article was originally published here
Thursday, September 12, 2024
How Does They Ask, You Answer Benefit Sales?
When a marketer or business leader first hears about They Ask, You Answer — whether they see Marcus Sheridan speak or they read the book — they almost always get excited.
They see the big picture.
They understand that creating written and video content to address their ideal buyers' most pressing questions and concerns will help them become the most trusted brand in their industry.
Sales folks, however, are an entirely different story.
In all fairness to sales, I do not blame them one bit for not seeing the potential of They Ask, You Answer at first.
But once they catch the vision, they'll be glad they did.
Here's why they might be skeptical at first.
Sales teams have been burned one too many times by marketing
One of the buzzy little phrases bandied about by industry pros is "sales and marketing alignment". This is a polite way of saying that these two departments — that is, sales and marketing — need to work well together. Unfortunately, that's not typically the case.
You see, what lack of "sales and marketing alignment" really means is that sales teams don't trust marketing to create anything of value for them to use. Instead, they see marketers produce fluffy content that may boost brand awareness but does little to close deals.
Marketers, on the other hand, see the sales team as people who care more about closing deals than customer loyalty and long-term brand success. 
With this kind of disconnect in place, it's no wonder that marketers feel misunderstood and sales teams don't trust anything that sounds like marketing.
To many sales pros, blogs, social media posts, and YouTube videos don't seem to do anything to bring in revenue. Instead, they sound more like expensive line items in a marketing budget.
And, honestly, those sales teams aren't wrong a lot of the time.
So, when marketers come along with a new book/vision/framework/outlook, sales has every right to be skeptical.
But this time is different. I promise.
First off, what is They Ask, You Answer?
At the core of They Ask, You Answer is a simple idea:
Educated prospects become happier, better customers.
If your prospects are asking questions, you must answer them — openly and honestly — on your website. That’s where the name for our framework comes from: They Ask, You Answer.
When you commit to answering your customers' questions, you:
- Build trust with your audience
- Weed out bad-fit prospects
- Make the buying process smoother
Why They Ask, You Answer is a sales initiative, not a marketing initiative
While many of the core tenets of They Ask, You Answer sound like marketing (content creation, blogging, YouTube, social media, website learning center), it's actually a sales-first initiative.
You see, the basics of They Ask, You Answer are simple: Address your customers' questions and concerns so it's easier for them to buy from you.
Yes, some of what you produce will drive search traffic and social media impressions, but the biggest beneficiary is ultimately the prospect entering and moving faster through the sales process.
When implemented properly, every single blog article, every video, every website page is created through the lens of what the sales team needs —based on their front-line knowledge of what their ideal buyers are thinking and asking.
When this happens, marketing materials are suddenly relevant and useful to the sales team.
Salespeople can share them with prospects, and they can feel confident that organic leads haven't been reading something on the website that's out of sync with the sales process.
However, the marketing team can't do this without the help of the sales team. Marketing doesn't speak to buyers face to face like sales does.
But when the teams work together, they can produce content that actually helps sales.
Let's dive into the specifics of how that works.
7 key benefits of They Ask, You Answer for sales
To succeed with They Ask, You Answer, the sales team and marketing team will need to collaborate. They'll meet together, run brainstorms, and check in on the content marketing produces. (Sometimes this is done in what we call a revenue team.)
I promise this is a minimal time commitment and totally worth everyone's time. here's why.
1. It forces your whole company to understand your buyers as it never has before
The core of They Ask, You Answer is an absolute obsession with knowing what your buyers are thinking, feeling, and searching.
Understanding your buyers is an all-hands-on-deck initiative.
Marketers must work with sales reps, customer service pros, and other company experts to get to know the customer before, during, and after purchase.
They need to dive into data and analytics and interview past customers.
When your company understands its customers, it can produce messaging that speaks to their needs, worries, and concerns
The result is customer-focused content that drives revenue, not vanity metrics.
2. Content production strengthens your sales messaging
Sales professionals have heard most of the questions a prospect could ever ask, and they've answered every one. They've seen which answers have satisfied customers — and which have missed the mark.
When sales teams are connected to the content production process, they sharpen the way they answer the tough questions, improving the way they communicate with clients in the future.
3. Assignment selling shortens the sales cycle
You likely know your prospect is going to ask a specific question at a specific time. Nearly everyone asks the exact same question at that time, right?
Rather than spending valuable minutes answering the question during the sales call, you send along a video or article that provides a fully-vetted answer to this question — before the prospect even answers it.
Now, your call be more productive, and you will gain the buyer's trust in the process.
This is the beauty of assignment selling — the time-tested, proven way to use educational content in the sales process.
When you have content you can trust, you can "assign" this content ahead of time to get ahead of buyer questions and objections.
4. You'll know more about your buyers before they even enter the sales funnel
With advanced sales and marketing automation and analytics platforms like HubSpot, sales teams can see every single website page, article, and video a prospect looked at prior to reaching out to talk to someone in sales.
This is priceless intelligence that will empower you to understand exactly what your prospects are interested in and how much they know about you and what you sell — all before a single sales conversation has even taken place.
That’s an incredible amount of lead intelligence right at your fingertips.
5. Prospects will enter the pipeline already trusting your brand.
When customers self-educate before speaking with a sales rep, they enter the sales process with an established relationship with your company.
They know you. They trust you.
And buyers are more likely to purchase from businesses they trust.
Sales reps can spend more time during meetings having deep conversations specific to the needs of the people they are speaking to.
That allows you to do what you do best — sell.
6. Your content library will help you train future employees
The more content you create, the more articles, videos, and more you’ll have at your disposal for current and future employees to use as training materials.
It will help them learn company doctrines, philosophies, and so on more effectively and more efficiently.
7. Great content means more trust, more trust means shorter sales cycles, shorter sales cycles mean happier sales teams
By empowering your buyers to educate themselves through the content you create and publish, you give your sales teams the gift of time.
More time to spend with qualified leads, more time at the end of the day to clock out on time.
What should we do now to get started?
It's a lot of work to get your entire company aligned around They Ask, You Answer as a way of doing business.
That's because, unlike strategies in the past, They Ask, You Answer must be embraced by all teams — leadership, sales, marketing, service, etc. It is not owned by one team or one individual. It's a cultural shift within your company, not a flash-in-the-pan tactic.
If you are in a sales role specifically and want to learn more, I would encourage you to create a free IMPACT+ account and educate yourself with the following course:
This course will arm you with the insights and knowledge you need to see an immediate lift in your close rates by embracing the principles of They Ask, You Answer.
Yes, it's likely a significant departure from "the way it's always been done" at your company. But trust me, the results will speak for themselves.
Author: jbecker@impactbnd.com (John Becker)
* This article was originally published here
Wednesday, September 11, 2024
Facing Business Growth Challenges? Here's the Step You Might be Missing [Endless Customers Podcast Ep. 62]
About This Episode
Running a growing business can often feel like a constant push and pull. You’re doing a lot of things right, but there’s always a new challenge on the horizon. Launching a new initiative or strategy can be one of those challenges. How do you get your whole company on the same page when bringing in new ideas and principles? The stakes are high, and misalignment can lead to wasted time, resources, and worse—missed opportunities.
In this episode of Endless Customers, Alex Winter sat down with Chris Duprey, Principal Coach at IMPACT, to dig deep into this issue. Chris has worked with countless businesses to optimize their marketing, sales, and overall strategy. In this episode, he shares why getting everyone aligned—leadership, sales, marketing, even operations—isn't just important. It’s essential if you want your next big idea to stick.
So, how do you make sure your team is tracking toward the same goals, especially when there’s resistance or confusion? The good news is that the solution is simpler than you think: alignment days.
The Struggle to Get Everyone on Board
Imagine this: you have an exciting new initiative that you know will drive results—maybe it’s a new approach to customer service, a pivot in your marketing strategy, or a complete shift in how you sell. You’re ready to implement, but there’s one big hurdle. How do you get everyone to care about it as much as you do?
"You're likely not doing the majority of the stuff that's in Endless Customers," Chris said. "So, we have to get everybody...and when I mean everybody, I mean everybody in the organization aligned around this new thing."
Getting buy-in across the entire company isn't just about giving the green light from the top down. Leadership can't just say, "This is what we're doing, now go do it." Chris pointed out how easy it is for people to resist if they don’t understand why things are changing. And that’s a recipe for failure.
Why Should They Care?
People aren’t robots. They need to feel connected to the why behind the strategy. Why are we changing direction? Why does this new initiative matter? "Think about when people resist or don’t fully engage," Chris explained. "It's because they don’t understand."
The lack of understanding or fear of change can create confusion and hesitation. Chris emphasized the importance of empathy. The moment your team understands the purpose behind the change and how it impacts their role, the faster you'll see real buy-in.
And it’s not just leadership that needs to be on board. "Sales has to be aligned, leadership has to be aligned, marketing has to be aligned...everyone has to be aligned," Alex pointed out.
Why Your Business Needs an Alignment Day
So, how do you create that alignment? That’s where alignment days come in.
An alignment day isn’t just about sitting everyone down and giving a presentation on the new strategy. It’s about creating a deeper understanding across all levels of your organization. "The first half of the day is really about getting buy-in, removing fears, worries, and doubts," Chris explained. This is the time to answer the questions that people might be too afraid to ask and to make sure they understand why this change is necessary.
In the second half of the day, things get practical. Once the team has a strong grasp of the why, you move into the how. "Now that we get it, how do we apply this?" Chris said. This part of the day is dedicated to planning how the new initiative will be rolled out across different departments.
By the end of the day, the entire team is not only on the same page but excited and empowered to execute the new strategy.
The Magic of One Team, One Dream
A key element of successful alignment is making sure everyone—from leadership to sales reps—feels like they’re part of one unified team. "It’s one team, one dream," Alex emphasized. When people are united around a shared goal, things move faster and more smoothly.
But it’s not just about speed. It’s about making sure everyone is contributing toward the same objective. When each department is moving in its own direction, chaos ensues. Chris pointed out that often, leadership can have a visionary idea, but if it doesn’t trickle down effectively, execution falls apart.
"If leadership doesn’t align with the rest of the team, then there’s a disconnect," Chris said. And that disconnect can lead to failed initiatives, frustrated employees, and wasted resources.
From Buy-in to Accountability
Once your team is aligned, it’s time to focus on accountability. Chris stressed that without proper follow-through, even the most inspiring alignment day won’t create lasting change.
"The make or break in this situation really is accountability," Chris said. It's not enough to just be excited on day one. How do you track progress and ensure everyone is sticking to the plan?
One way to do this is through what Chris referred to as a scorecard. After the alignment day, the team continues to monitor progress, track key performance indicators (KPIs), and make adjustments where necessary. Chris mentioned that with IMPACT’s scorecard used for clients, it’s very common for initial scores to be low. Through work and consistent effort, businesses see massive improvement. Regular check-ins with the scorecard are made throughout the year.
This ongoing evaluation is critical because it provides the team with a clear picture of what’s working and what isn’t. It keeps everyone accountable and ensures that momentum doesn’t fizzle out after the first 90 days.
The Reason for 90-Day Plans
Chris explained why this timeframe of 90 days is so effective for businesses. Monthly evaluations can be too short, and yearly goals too broad. "When you look at a quarter, you can start to see some trends," Chris said. The 90-day cycle gives businesses enough time to gather meaningful data and adjust their strategy without reacting to short-term fluctuations.
This approach helps businesses make smarter, data-driven decisions rather than reacting emotionally to short-term results. Chris pointed out that some companies see quick wins, while others take more time. But regardless of the industry, the key is consistent effort and adjusting as you go.
Results Speak for Themselves
So, what kind of results can businesses expect from alignment days? Chris shared the story of one company that had tried to launch Endless Customers on their own but struggled for months. After going through an alignment day with IMPACT, their results skyrocketed. "Now, nine months later, they're on fire," Chris said.
These success stories aren’t just lucky breaks—they’re the result of intentional planning, execution, and accountability. Chris has seen firsthand how alignment days set the foundation for long-term success. "The proof is in the pudding," Alex added, emphasizing how the difference is night and day between companies that invest in alignment and those that don’t.
The One Thing: Alignment is the Foundation
So, what's the main takeaway from this conversation? Alignment is the foundation of any successful business initiative. Without it, even the best ideas can fall flat. "You have to get everyone on board, from leadership to sales to marketing," Chris said. And once you have that buy-in, accountability and consistency are what keep the momentum going.
If you’re serious about making big changes in your business, an alignment day might be the missing piece. It’s not just about getting your team to understand the new strategy—it’s about creating a culture where everyone is pulling in the same direction and excited about the future.
So, what’s your next move? If you're ready to take your business to the next level, it might be time to bring your team together for an alignment day and start creating lasting change.
Connect with Chris Duprey
Chris Duprey is a sought-after speaker and business coach with over two decades of leadership experience.
Get to know Chris through his IMPACT bio page
Connect with Chris on LinkedIn
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Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
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How to Navigate the Off-Season and Drive Consistent Growth [Endless Customers Podcast Ep. 61]
About This Episode
Running a business comes with many ups and downs—one of the biggest challenges being seasonality. You’ve been there: business is booming in one quarter, and the next, it slows to a crawl. This inconsistency can be frustrating. So, how do you keep the leads flowing year-round?
Marcus Sheridan (renowned speaker, author of They Ask,You Answer, and partner at IMPACT) shared powerful strategies to overcome seasonality and keep growing, even during slow periods. By shifting your mindset and embracing new tools and tactics, you can make sure your business doesn’t just survive those dips—it thrives.
Is It Possible to Combat This Common Issue?
For many businesses, the off-season is a real struggle. Whether it's due to the weather, customer buying cycles, or industry trends, things can slow down for months at a time. This dip in activity can be stressful, especially when it happens like clockwork every year.
Sound familiar? It’s a common challenge that leaves many business owners feeling stuck, thinking this cycle is just the way things are. Marcus shared a story of a company that had been fully embracing They Ask, You Answer to build trust and engage customers. But like many businesses, they still struggled with seasonal dips. To combat the off-season slowdown, they decided to try something new—a pricing calculator. What happened next was unexpected.
"Over the weekend, they got 20 leads—20 leads in just one weekend," Marcus shared. "And this is during their offseason." The leads kept coming too, with the company averaging ten leads a day after making that one simple change. Two walk-ins even made immediate purchases after using the calculator.
This simple tool made a world of difference because it helped potential customers get instant answers to their pricing questions. And when customers get immediate value, they’re more likely to act. This story shows how a small shift in approach can lead to major results.
Changing How You Sell With Self-Service Tools
A big takeaway from Marcus’s advice is that businesses need to embrace self-service tools that allow customers to access information whenever they need it. Pricing calculators are a great example, but there are other options as well. Marcus also mentioned ScoreApp, which allows businesses to offer assessments that help drive leads.
The idea is simple: the easier it is for customers to get answers on their own, the more likely they are to engage with your business. In a world where consumers crave instant gratification, it’s essential to be transparent and provide tools that empower potential customers. This helps build trust, and trust leads to action. If you’re not making it easy for people to learn about your offerings or pricing, you could be missing out on opportunities.
Breaking the Pride Cycle
While tools and strategies like calculators can generate leads, Marcus emphasized that success isn’t just about tactics. There’s a psychological factor at play, too. He introduced a concept called the "Pride Cycle," which is all too common among businesses and leaders.
"The Pride Cycle affects every human, every company, every society," Marcus explained. "When we’re at the bottom, we’re feeling pain and frustration, so we push ourselves to make changes. But when we reach success, we stop doing the little things that got us there, and that’s when we start sliding back down."
This cycle is all too familiar: when things are going well, you might ease up on your efforts—fewer calls, less outreach, skipping a few marketing initiatives here and there. But as Marcus noted, that’s exactly when businesses start slipping back into the slow lane.
It’s easy to feel comfortable when things are going well, but that’s precisely the moment when you need to double down on the strategies that brought you success in the first place. "We forget about the extra call, the extra door knock, or the training we should have been doing," Marcus said. And before you know it, you’re back in a slump, wondering how it all fell apart.
Thinking Like a Farmer
One of the most impactful lessons Marcus shared was the importance of "thinking like a farmer." Just as a farmer plans ahead and plants crops long before the harvest, business owners need to invest in marketing and lead generation before they hit their slow periods.
"You have to plant the seed early if you want to harvest later on," Marcus explained. This means that when business is booming and cash flow is strong, that’s when you need to ramp up your marketing efforts. Too many businesses wait until they’re in a slump to start pushing hard, but by then, it’s often too late.
Farmers don’t wait until they’re out of food to plant their crops, and neither should you. If you anticipate a slower season coming up, the time to act is now. Invest in new tools, focus on content that builds trust, and make sure you’re doing the little things—like consistent outreach and follow-ups—that keep your business top of mind for potential clients.
Controlling Your Own Destiny
Marcus Sheridan’s insights remind us that seasonality doesn’t have to control your business. By thinking ahead, leveraging tools like pricing calculators and self-assessments, and maintaining the same level of effort during busy times, you can ensure a steady flow of leads even during the slower months.
It’s easy to get complacent when things are going well, but as Marcus said, that’s when you’re most at risk of falling into the pride cycle. The key is to stay consistent, plan ahead, and never stop planting seeds. Whether you’re using innovative tools or simply sticking to the basics, the companies that succeed are the ones that keep pushing, even when they don’t "need to."
Connect with Marcus
Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of They Ask, You Answer and co-author of The Visual Sale.
Connect with Marcus on LinkedIn
Learn more about They Ask, You Answer
See how companies have used They Ask, You Answer to fuel their success
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- Watch: The Story of ‘They Ask, You Answer’
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Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
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