Think Like a Marketer to Build Your Sales Brand. With John Jantsch [Episode 596]

John Jantsch, President at Duct Tape Marketing, joins me on this episode.

KEY TAKEAWAYS

  • John says the single biggest challenge facing sales reps today is the change in the way people buy. A sales rep must add more value, such as caring about buyer needs.
  • John plays the long game. He shares what works. He keeps his customers for years. He loves what he does. He says people don’t find negative reviews of Duct Tape Marketing. He is customer-centric.
  • John says to focus on using technology, not for its newness, but to add client value. To work really hard for a long time is the secret to success.
  • John’s book, Duct Tape Selling, is based on the premise that sales and marketing are moving closer together. Salespeople need to start building their brand to add value. Perceptive listening s to let the client lead the way.
  • Reps following a script sometimes miss cues from the customer that lead the conversation away from the script but towards a sale. Listening perceptively helps avoid missing cues. Don’t assume what the client wants — ask.
  • Andy tells reps to listen without filters and forget biases about what is right for the client. Help the client come to the right decision based on their needs. The client should talk more than the rep, especially in discovery.
  • Robert Cialdini notes in Pre-Suasion that we not only buy from people we know, like, and trust, but that like us, too. See how long you can ask somebody questions before talking about yourself.
  • John talks about being your own talking logo, or sales affirmation. When asked what you do for a living, answer in a way that is interesting to the person. They don’t care about your product; they want to solve their problem.
  • When people ask John what he does, he says he installs marketing systems. People generally they ask follow-up questions to learn more. John has a client who does SEO. He says, ‘I make the phone ring.’ That generates interest.
  • Salespeople may want their own website. Some organizations resist it. Resistance may come from legal compliance, or from fear of losing the rep. Customers will search you. Add value to build your sales.
  • John discovered while writing his book that marketing and sales compensation is so misaligned that there is guaranteed conflict between the groups. Compensation may need to be adjusted to fit new circumstances.
  • John says that the sale is not complete until the customer gets a result. Sales reps in it for the long haul will advocate for the client.