This blog post is about three things:
- The #7 ZMOT Selling strategy
- How to WIN THE SALE ON YOUR 1st CALL
- Nimble 2.0 – Putting ‘Relationships’ back in to CRM
My apologies for not writing a blog post for almost 5 months. Besides being busy, and suffering from a case of writers block, it took longer than anticipated to map out a series of seven blog posts about applying Google’s ZMOT to Business-To-Business (B2B) selling.
#7 ZMOT Selling Strategy
In my last blog post I shared information on Google’s Zero Moment of Truth (ZMOT) and since I could not find anything on the Internet about applying it to B2B selling I decided to write a series of blog posts on how to do that.
This is my first in a series of seven blog posts on what I think are the top seven ZMOT Selling Strategies – David Letterman style: Starting with #7 and working my way to #1.
The #7 ZMOT Selling strategy is all about having content that is found by and resonates with those who recently experienced a Zero Moment Of Truth.
When creating content keep in mind that content resonates with people based upon events in their lives that trigger Selective Perception. Eg. When you buy a new car you begin to notice that exact car all over the place.
If you don’t have time to read a previous blog post on the power of selective perception (link above) you can watch a short (1:39) video that explains how to harness the power of Selective Perception.
Having the right content is only 1/2 the battle the second 1/2 is where to put your content so it get’s found by those who recently experienced a ZMOT. For me that’s the real value of Social Media. By having profiles on social media sites you go from being just one of the top two of the top 10 results to being all or most of the top 10 results. Do a search for Craig Elias or Trigger Event Selling and you’ll see that I’m the majority of the top 50 results.
Remember that YouTube is the 2nd most used search engine so it’s important to include video to your content strategy.
Another good reason to include video in your ZMOT Selling strategy is that at the recent Sales 2.0 conference Matt Childs reported that “Email click-thru rates increased by 50% when video was included” and on slide 26 of a recent webinar I watched Jeffrey LePlante said that email open rates increased by 200% by providing a link to a video.
Visible Gains is my favorite tool for creating and publishing video content. Here is an excellent example of the power of Visible Gains – notice how the viewer is empowered to choose the direction they want to go next. This allows the viewer to control which content they want to see which will vary by the events that triggered their interest.
How to WIN THE SALE ON YOUR FIRST CALL
After a successful webinar series with Citrix that had almost 7,000 registrants in April I continued my no charge webinars with Andy Paul the author of Zero Time Selling.
You can access the recording and handout at http://ShiftSelling.com/Webinars
In today’s selling environment, competition is fierce and an extended selling cycle opens the door to the competition.
In this fast paced webinar we show you strategies that will help you WIN BUSINESS ON THE FIRST CALL.
In this one hour webinar Andy Paul and Craig Elias, show you:
- The importance of responsiveness
- How to identify to a lead before the competition
- The four essential steps of a sales lead follow-up
- How to sell with maximum impact in the least amount of time
Nimble 2.0
I’m user 3,956 of over 160 million LinkedIn users and I use it on almost a daily basis because I am a relationship oriented sales professional and Nimble is the first CRM tool I have found that focuses on the relationship.
As an added bonus it integrates with my email ( Google Apps for Business), and my social media accounts on Twitter, Linked and Facebook so it can be used as a social consolidation tool that combines the multiple email addresses and profiles that my many relationships have in all the disparate social medial tools and it layers on the ability to listen and engage.
One of the cool features is that Nimble alerts you to people’s job changes by suggesting you call and congratulate them on their new job. For those of you familiar with my bounced email lead generation strategy you know this creates a number of sales opportunities.
I could go and on about why I love Nimble but instead I suggest you read a recent blog post by Nancy Nardin of Smart Selling Tools titled “The 8 Buying Considerations CRM Vendors Don’t Want You to Know About“
Have an Eventful week!
Craig
