Predictable Prospecting
Michael Greenberg talks about how sales professionals can use podcasting to improve sales numbers, hone your sales skills, and how your sales skills can be used to create a quality podcast with Marylou Tyler on the Predictable Prospecting Podcast.
Marylou Tyler 00:00
Hi everybody, this is MarylouTyler, we have a whole bunch of great things to talk to you about today. But also there’s this background noise that I hope you guys are going to bear with us as I really wanted to talk to Michael Greenberg today and know that the situation and the acoustics of this podcast may not be the best because there are people next door trying to drill off or I don’t know to call it, jackhammer their third-floor balcony and California here. Michael Greenberg is the CEO of a company called Call For Content. He is an expert in many things, but mostly today I want to talk to him about Authority Marketing, and podcasting, and we’re going to throw some wild ideas out to you guys about podcasting and what that means in terms of you, the Sales Executive and whether or not you should consider podcasting as a part of your daily touches or multi-touch campaigns. So without further ado, I’d like to welcome Michael to the podcast. Welcome, Michael.
Michael Greenberg 01:15
Marylou, thanks for having me today. I think we’re gonna have a lot of fun. Even with the noise.
Marylou Tyler 01:21
Yes, the noise is gonna drive me insane, but we’ll get through it. So let’s try this kind of weird wild notion out to people of I’m a Sales Executive at a Fortune 1000 Company or even a start-up? And I’m thinking about different channels that I could use to woo people over to my way of thinking and to start to convince them why my product or service would be best for them. Is podcasting even on their radar for me, Michael?
Michael Greenberg 01:53
It should be but it isn’t. Podcasting is this really weird thing that just sort of appeared out of nowhere that every marketer has a little bit of budget set aside for. We need some podcasting content, we need some audio content. But I think the big thing is, and my background in B2B growth strategy, I am neither a marketer nor a salesperson which lets me take shots at both. The big thing that I think the marketers forget is that that content is a chance to interact with a customer. And I love podcasts for that because the best podcasts are interview shows. So if you plan your show effectively, then it can be the show that all of your prospects and all of your major accounts want to be on. It’s the warmest cold outreach that I do. Coming on and saying: Hey, I’ve got this podcast, you’d be a good fit for it, do you want to come on the show and talk about your business? Talk about what you’re doing. I think last we checked, it was 74, 75% of all the outreach we do for inviting guests on turns into a yes. And so it’s a real great door opener.
Marylou Tyler 03:24
For people listening to Michael right now, pop quiz? What is our conversion rate? What is the conversion rate that we’re hoping for with our email engines? Well, if you’ve guessed 79% that was the old predictable revenue formula back in 2011 that we were hoping to get. Now it’s kind of down into the 2% – 5% and Michael just thew out 75%? Doesn’t that sound so much better? So for every 100 people, we reach out to invite them onto our podcast, even if it’s 40% of the 100 that reply, that sounds interesting, or what’s it about? You’ve just started the conversation with 10x, 20x, 30x of what you could do with an email engine. Think about that. Let that sink in and then Michael, I want to focus on what you just said with your inviting prospects. People with whom you want to do business with, and flattering them beyond what they could imagine by saying, Hey, I want you to come on as the expert and talk about your business. Who would say no?
Michael Greenberg 04:28
People who don’t think it’s worth their time. We see good success with this sort of strategy. In the small business space, it works exceedingly well up to the middle market. For enterprise, it’s a multi-touch process,.You know you’re not going to make an enterprise sale off of one introduction. Knowing that generally when we get to those bigger deals where we’ve got four or five stakeholders at the table, maybe more, and we’ve got to really break in there. We’ll be using the show either as our first entry point in those deals, or we’ll be using the show as a touchpoint to help move it forward and to help build relations with one of the stakeholders where we might be weaker.