How can reps stand out and have meaningful conversations with people at their target accounts?

With marketing automation, sales automation, social selling, direct mail, and all the other marketing channels, it’s hard to stand out and get the attention of your buyers.

In today’s vlog, I asked Jamie Shanks, CEO of Sales for Life, for some advice. I asked him, “How can reps stand out and have meaningful conversations with people at their target accounts?”

He reveals 5 plays you can run right now to stand out and get in with your buyers.

Here’s Jamie.

TRANSCRIPT:

Brandon:
Hey everyone, Brandon Redlinger here director of growth at Engagio, and today’s question is for Jamie Shanks. Jamie is the CEO of Sales for Life and author of the best-selling book Social Selling Mastery.

So Jamie how can reps really start to stand out and have meaningful conversations with people at their target accountants?

Jamie:
Thanks Brandon. One of the biggest challenges going on for sales professionals specifically account-based sales developers is they’re wondering what do I say? How do I actually push my buyer off the status quo? What can I say that’s bold and different from the competition? And a lot of this stems from a lack of account planning and storyboarding. What I mean by that is once you’ve selected accounts that you want to engage and activate that’s stuck-in-the-middle section around account planning and around storyboarding is where the sellers kinda
fall down.

Now number one, they’re not partnering with marketing to help build rich media that can actually push a customer to think differently, to push them off their status quo. But number two they’re not thinking of the framework of these particular plays.

So let me give you five plays that you could run. Touch point number – one as an example, I might leverage the sphere of influence conversation between our two businesses. What is the commonality of successes that we have? Did you use to work at a customer of ours? Are you referred in from another business? How close in social proximity are you up to our own successes – basically I want to humanize myself and make you feel like we’re much closer than we really are.

Touch point number two – what I’m going to bring is market trends, market intelligence. And the idea here is I’m helping pontificate the year 2020, year 2025. What is best-in-class look like in your industry? What is the future of what’s going on in your business that you might not be kept abreast of?

Touch point number three is an example – I might storyboard a stack ranking of your competitors or best-in-class against yourselves. Help you understand what do your top three competitors do today that you don’t? Where do you sit on a Gartner Magic Quadrant? What are the details within your Form 10-k, your industries Form 10-k that you are weak in a SWOT analysis as an example.

Play number four – now I’m going to use what I called the “Emerald City” concept Basically what I’m trying to do is help you paint a picture of what Oz looks like. I’m going to give you virtual walkthroughs. I’m going to give you an experiential event that you can see what aren’t you doing today? What does the next 90 days look like? What does the next year look like if you were to go through success? I want you to walk it through like you’re buying a house – a visual tour of what best-in-class looks like.

And then finally what I might come at in the fifth play is a little bit person, you and your role. How do I better you? How do I invite you to events that different. I might focus on you the can better your career? How do I send you job information that can help you renegotiate your compensation plan? Or if you’re looking at new opportunities in the market what are the opportunities in your region? I’m going to better you as a person.

So these are examples of plays that you could run that frankly most sellers aren’t running right now. And you can visualize these in partnership with marketing by using rich media.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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