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Live Show Summary

The live stream hosted by Nigel Maine addresses the critical question of whether a single business strategy can be universally applied across all SMEs and enterprises within the B2B sector. Nigel critiques the prevalent use of marketing strategies and tools that were originally designed for B2C applications, arguing that these approaches are fundamentally misaligned with the needs and buying behaviors of B2B customers. He emphasizes the importance of recognizing the distinct differences between B2B and B2C markets, particularly the complex decision-making processes and longer sales cycles characteristic of B2B transactions. Nigel's discourse challenges business leaders to reevaluate their reliance on conventional marketing wisdom and to consider more tailored, strategic approaches that are better suited to their unique business contexts.

Throughout the series, Nigel aims to debunk the myths perpetuated by the marketing industry, which he claims have led many B2B businesses down a path of inefficiency and mediocrity. By exposing the "dirty little secrets" of marketing, he seeks to empower CEOs and business owners with the knowledge and tools necessary to forge new growth trajectories for their companies. The series is presented as an unscripted exposé, offering candid insights and actionable advice for businesses looking to escape the cycle of outdated marketing strategies and embrace innovative approaches to digital selling.

Nigel's call to action is clear: businesses must urgently reassess their digital marketing strategies and adopt practices that are genuinely effective in the B2B landscape. He encourages business leaders to engage directly with the content, offering an open-access platform free from the barriers of forms, tracking, or registration. The series is positioned as a critical resource for those looking to gain a competitive edge, promising viewers a journey from frustration and confusion to clarity and strategic advantage. By tuning in, businesses are offered a chance to leapfrog their competition and embark on a new, more successful phase of digital selling.

  • Nigel Nigel challenges the effectiveness of B2C-oriented marketing strategies in the B2B sector.
  • Emphasizes the need for tailored business strategies that reflect the unique characteristics of B2B markets.
  • Critiques the marketing industry for perpetuating ineffective practices.
  • Offers an unscripted live series aimed at exposing marketing myths and providing actionable insights.
  • Targets CEOs and business owners with revolutionary insights for B2B growth.
  • Promotes an open-access approach to content, encouraging direct engagement without barriers.
  • Aims to empower businesses to redefine their digital marketing strategies for better alignment with B2B dynamics.
  • Presents the series as a vital tool for businesses seeking to gain a competitive advantage and achieve sustainable growth.

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22 April 2024

How to Master B2B Growth using Digital Selling Techniques

Learn what to do next when it comes to writing more business.  Don't forget to pass it on!

Author

The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it. 

Transcript

Well, welcome to the second live streamed life show hosted by me, Nigel Main, the sales exchange, as you've probably guessed. Excuse me a second. Why do you always get frogs in your throat? As soon as you prepare for it, you get ready to go. Okay. Today I want to talk about smells. Is just going to go onto here.

First I've got to use the technology. Okay, so, like, a third comes up that's working. Good with that. I hope we've had a good week. And I think after today, after this this show, you will, I believe, start to question what you're doing regarding new business development. Couple of things in these couple of parameters I need to say, I want to say is that these life shows are specifically for B2B, for all people within B2B organizations that are responsible for new business generation.

And I'm not talking about marketing. So CROs, VP of sales, sales or so, but not talking about marketing. And sadly or unfortunately, whichever way you want to look at this, marketing, digital marketing within B2B has been the single most destructive force within organizations, and there's a specific reason for it. And we can come on to that in a second.

One of the kind of the umbrella for today, if we just go on to here, the umbrella for today is about this amazing giants. And one of the is is a bit of a fallacy. So whether you are one anatomy or a giant or you're selling to small giants, it makes no difference because it's B2B. So you don't need to be worrying about segmentation and persona as everything else has.

Marketing you've been banging on about for goodness knows how long, because the mentality of purchasing within B2B is such that is it going to make us any money or not is absolutely critical. And with that kind of the growth, the staggering growth of marketing automation, software and technology and so on, people have missed the point. And if you look at you look at this, if you've got telesales people, if you endorse and believe that telesales and telemarketing for B2B is valid, then we're talking about something that's 70 years old, is a 70 year old strategy going back to the fifties.

You've got you have to think about that. Now you think about, well, do would you receive a phone call this afternoon? Someone calls you on your mobile or whatever you don't recognize. The number is come up. No, no caller I.D. Are you going to answer it? Probably not even get through for some for some bizarre reason. And you realize it's a cold call.

You hang up, we tend to get lost or whatever. It's no matter how adept they are at the telephone manner. I'm not interested. I'm busy. And that's why call calling telesales BD has a 300 to 1 shot, you know, 300 calls to find someone that might be interested. Does That's not good enough. That's not good enough for anybody.

You can't build a business on that. And indeed you can't because you couldn't employ enough people to get you the scale that you would you would actually want. So why has this been going on and what was the cause of this? Well, it's to do with marketing is to do with the people driving, marketing, digital marketing. And the fundamental problem is that the technology strategy and tactic that's being employed by digital marketing in B2B today are based upon and created by those that want to sell to consumers, not businesses, not businesses, consumers.

You're not selling trainers. You're not selling camping gear or cars or boats or life insurance. You're selling technology, SAS or services to other businesses and they are going to buy those that technology says or services based upon your proof that you can deliver an ROI. So coming back to smear, just how how is that different? It's no different.

Whether you're a small company or a large company, you're looking to buy the technology or services. If it can't be proven that it's going to work. So selling to them is going to be no different either. So what's been going on? Well, I'll have to look over here anyway. This is my analogy of it. This is my illustration of it.

This is Grima worm tongue. Talking to Kings Ciaran of Rohan. But you can. You know the story. He's whispering evil into his ear and I'll. Bernadette Bernard Lee is getting sicker and sicker and sicker. Same with businesses, you say. come on. No, no, no. I'm serious.

Average turnover per person per annum. Easy to work out. Total turnover divided by your staff. The average is about 120 grand per person per annum. Okay. Might not be as relevant, but I was doing 200 grand per person per annum and I wasn't happy with it. And that was like 15 years ago. And that's why I got involved in the marketing side to say, Right, you know, my largest sale to one company was four and a half million.

And when I got involved in marketing and I but I couldn't make that consistent. I could never be consistent. And I was was I am good of selling. I know my products, but I couldn't do it consistently. I couldn't see sick people consistently enough. I couldn't engage consistently enough. So I thought, silly me, I haven't got a marketing degree.

I need to learn about marketing. So I got involved in marketing, pulled it apart. First deal I got online after ten weeks, first first campaign, three and a half million. I must be a superstar then you now do it again. Difficult. I possible, but difficult because there's no there's not enough consistency out there. So having spent years researching and analyzing and pulling this apart, I got to realize what a load of nonsense this is.

This is insanity. Because what's happened is that big tech martech are influencing everybody in terms of marketing. It's not a big tech martech. People that are selling you your products, selling these products to you. Is there are there advocates who work for you? They're your employees. They're the people that get you to buy it. And if you don't buy it, the view is, well, if you don't want to succeed, if you don't want to compete with all these other people that are using all this technology, it's up to you, isn't it?

And so you're convinced that you should be doing it, but it doesn't work. And they they've known it's not worked for years. As far back as 2014, research has been done. This is like a few years after Mark Jordan actually came out. So whether you got part of Eloqua, Marketo, HubSpot, Sharp's, it is irrelevant. Absolutely irrelevant because business owners don't want to fill out forms.

So ten years ago, 97% of business owners didn't fill out forms. Demand base now say 100% don't fill out forms, which makes it to margin leach and BPM strategies completely worthless. But you know what the figures are? You know what the statistics are, and so do your salespeople. Your salespeople are sitting there going like, that meme with John Travolta is like, So where are the leads?

They get beaten up all the time because there's no business coming in, being retrained with sales enablement. This is sales enablement sales. And then an illustration yesterday by this, another Sasquatch sales enablement SaaS company looking at the the different elements of the sale that you could change the way that the case studies and you can change the numbers of opportunities and change all these little things by small percentages, which will lead to a greater percentage increase in your turnover opportunities.

Your salespeople will never go in as split test their ways of selling because they go, Well, I cut the deal last time doing it this way. I'm going to do it again. And salespeople have never, ever, ever got more than enough leads to poke a sticker that they would try different ways of trying to close and open all this kind of stuff.

They just don't. It just doesn't happen. So the when you look at the the business, the levels of business, the levels of business are low is still 120 gram per person per annum. So you're not no one's smashing it as people keep saying they are. So what what you're supposed to do, salespeople are saying where the leads marketing going.

We talking about we've given you these leads. Look, all these leads, you just can't sell, you just can't close this. Your problem is not our problem. I have a solution. I do have a solution for them marketing all of them get rid of. I'm serious. I'm deadly, deadly, deadly serious. They are a complete waste of time and money because they are promoting and pushing consumer driven strategies and tactics that have proven over 20 years to not work.

But the reason nobody's the reason nobody's looked at doing anything different is because you as directors, CEOs, VP of sales again, I'm involved too in this. I'm running the company, I'm running sales and marketing, I'm selling. I haven't got time to go and investigate and research what marketing are doing. We are assuming they're doing the right thing. So you go back to this, this picture here.

I think everybody's been influenced by big tech martech to the point that they are protecting big tech. MarTech So you've got this situation where you, we, we because I did it, I spent more time studying and working with Demand Gen Leach and APM and marketing technologies than most people have because I'm looking to find fault with it. So I've, I started off setting up and doing everything you were told to go and do and then started to realize that I'm massively invested in it to the point I'm going, thank goodness for that.

I don't have to do anymore. What a waste of time, because it's designed for consumers. And so you've now got this situation where businesses will fight to protect their tech stack, but will fire the CMO because you clearly you can't make it work. That's been happening for the past seven or eight years. The average tenure of CMO is is about eight months, three months to come in and set the world alight, put their plan in place, 12 months to try and execute it, three months to find a job.

See you later. I see the writing on the wall. They think, Wow, this is a fact. It's not just Google research it. That's the whole point of this is research. Everything that I'm going to talk about and do talk about, I'm encouraging you to come research because nobody has your marketing team, don't they? Never. They could not have done any research about changing the way that your you can increase your income because you haven't changed.

I mean, it's not so much blowing like kind of I say blowing your own trumpet, but yeah, I've got I've got a complete solution and to end total and it doesn't involve them is low cost must be the whole thing about it is low cost and I come on to in a minute. But the critical thing about this is you must understand, you must realize what has been going on is the most important thing you can ever do in business right now is just to understand why you're doing what you're doing.

This is why thinking fast, thinking slow when you think fast it's reactionary is instinctive. When you think slow is considered and cautious. We all believed past it. We all believed we knew how to do marketing. We'd heard it so many times through so many employees that we got to a point where we believed that we knew what marketing was.

Therefore, we were we were becoming quite adept at hiring and firing these people. If you look at your job descriptions, they're the same, same for everyone, all marketing. And then they come in and tell you what they've done in the past. Yeah, you don't like him because you cannot prove or get confirmation of anything. They've said on their CV.

It's legal as a fact. So when it comes to doing this, people are protecting these individuals. You're not getting any further, further forward. So your your reactionary decisions are based upon fast thinking. And I'm asking you, inviting you, suggesting that you take some slow thinking and take your time about this and research it because of results be very different.

So one of the the point of this, as I've said, you've got to see tactics being used in B2B doesn't work. But it's not just that it's it's greater than just a bit of software and a bit of tech. You've got a blog possibly. So you've you have been told it's been inferred or suggested that you should have a blog, you should write stuff on a regular basis about your your products and content.

You so you then post your blogs up and whoever's written them gets in the back and you're of the belief that your blogs and information content is being read by different people. They can search or find you. That would be nice. But there is some stages and some factors. One of the factors if is if Google doesn't index you, you don't get seen fact finished.

Why should they index you? And who are Google that? Yeah, Google is a commercial organization. Okay. They're a profit making organization. I mentioned about doing 100 grand per person per annum with typical Peter Beattie. Google to 2 million per person per annum. If you think about that. Why So you've got your got your content, you've got someone knocking out these blogs once a week, two, three, four, five, six paragraphs long blogs with a book stand, a picture you want to get indexed so people can search, you find it.

Invariably they don't because the content is not deep enough. It's not structured well enough. Google came out with this thing called Eat last year, which is expertise, experience, authority and trust. There's also the basis that your content needs to be 2 to 6000 words long with contents, bullet points, number lists, embedded video, graphics, infographics and so on. So to make it a really deep thought, leadership based piece of content.

Okay. And they still may or may not index it. I think we've we've even shown it to some of our customers and they've said it's great, but Google have an index indexed it. And the reason they don't index it is because your content wasn't good enough for their customers, not yours, their customers. You've got to grasp this. Everybody that goes and browses on Google is a Google customer.

At that point. They ain't yours, they ain't mine. Google's job algorithm is to deliver relevant, accurate, great content to their customers. And you thought Google was free. You're the product, as we all know. But if your product isn't good enough for Google, you won't get found ever. So what should happen is you have a site map on your website.

Your site map is submitted to Google. Google. Say thanks for that. This is all the content that's on your site that you want people to see and be referenced Will will crawl that site based upon that list of that site map come back to you. You have a crawl budget. They might crawl ten pages at a time. You've got 500 page website.

It'll take a while. Yeah, but then if they don't like it, they'll suspend it. Meaning we're not going to crawl anymore to fix this problem. So you can fix problem. It could get indexed an X weeks later, gets an indexed. Why would they do that? Because a better content piece of content exists from someone else that elevates Google to keep delivering high quality content to their customers, not your customer.

Which makes search and your SEO and CRM and all the work that you've put into it and all the money you're spending on SAS for for SEM, Russia Mozza, we know New Patel or H whoever you're going to use to to analyze your keywords and waste time and money, you can do all that work and not even get indexed.

People to understand the mechanism is actually a little bit worse than that. It is not your or mine. It's not our God given right for Google to put our content on their platform. You can pay for it, which means Google pay per click. Then they'll put it on there, but only based upon where it's been positioned in terms of keywords and how much bidding.

So therefore the rest of it is negligible. You can't rely on it, can't trust it. His kicker Here we go. FCC prosecuting Google for monopolizing digital advertising technologies started this year Here says search and paper click talking to each other. People in the past. no, no. They're completely separate. Completely separate. Nothing to do with each other. Complete rubbish.

Internal memo that's available online. The internal memo. And it talks about what we need. We need we need this more income this quarter. So what we need you to do is to adapt this, put these higher paying paper click people on here so we make more money and we can influence the types of searches so we can generate more income.

Why not? It's a commercial organization. They can do what they like. We you think it's free? It's not because we're the product, but whether our products are good enough for Google or not, who knows? And to get to a point, who cares? You shouldn't care, shouldn't should be a factor with another point and not this page on another page.

But it's about they were saying about getting people you're getting young people to understand that Google is the place to go to make it like a drug. I'm young and I'll stay there and they'll keep coming back. They won't go to other search engines. They'll accept what's coming in from Google and accept Google's position. That should be scary to some people.

But when it comes to B2B, it's like you wanted to know why you didn't get any, but why not get in your business? Why your your your digital efforts are being quashed. You get a bit of an explanation. And so we can do this thing, which is, you know, you're looking at the problems that are endemic within companies.

You want more business, Why? Who's affecting them and who are the players? Well, at the bottom, you've got this center of receptivity and sales. Marketing sales are going to give us a leads, a marketing, marketing, saying give us more says we'll take you problem. And then you've got a problem that can be could be dealt with with strategy, technology, access And the people that we got the big problem with it is a zero, because where's the revenue?

The chief revenue Officer And he ain't getting the revenue. She has. She not getting the revenue and they are or aren't support as you can say. I won't rate it all out to you, but you can see what it says. So you know, you're looking at a strategic tactical reason to do something called change. So then you got to look at this, this infrastructure that says, say you've got a VP of sales, you've got a CMO, so you've got these two people.

Then you've got the CEO who used to be the sales marketing director. Now one of the problems is, is that the sales marketing director or the CMO majors in one side or the other invariably used to do a sales. Invariably it's rarely an asset in that kind of sales driven environment. It's rare that you're going to take someone on this or marketing that, that they lean towards marketing in their their past, in their previous career rather than selling.

Because everyone's thinking it's about selling, it's about selling, but it doesn't really matter which way they want to lean to because that person must be a consumer marketer and salesperson. They must know the tech stack inside out, know what it can and can't do, and selling everybody. They don't. But you could say, so what? They still aren't getting that getting over 120 grand per person per annum now where they've worked and this is the big problem.

So you're starting from the if your CMO is are being churned every 18 months seek are is being churned every two and a half years. Why that's according to LinkedIn this week last week of two and a half years why they they should have golden handcuffs you want to keep them but clearly they're not make they're not cut the mustard, as I say, because they're not making any changes within marketing.

I guess you can generating more leads. So you've just got this constant, constant problem. So what do you what what do we do about it? And this is the this is the critical thing. So if you understand why B2B new business development is in such a mess, you have to understand where it's come from. And then what I'm just going to talk about now is what you can do to put it right.

It's not complicated. It really is not complicated. As business owners, we buy in a certain way. That's all there is to it. We're not stupid. Contrary to what marketing thinks we are. And the reason I say market you think we're stupid is because I think we can be bamboozled by messaging. Bamboozled by PR. I mean bearing in mind beady eyes in certain businesses are now being managed by marketing.

So marketing, we are responsible for first contact and of and they're all going, yeah, we're we're meeting our KPIs. We're doing what needs to be done. It's just those people over in sales, they just can't sell. And I think you kind of got to get to that point. Where you going to? You're going to scratch your head, You're going to scratch your head.

I don't a flip between these two. Just these two. And we've got the other camera angle, which is this is the serious camera angle. And I really do mean what I'm saying. We then got Hazel Kay because this is has a simple don't be put off by this set up once press two buttons, you go live to as many people as you know, online to buttons.

That's it. So the point of this, the point of driving this is saying, look, we've got this, this is the information, this is what we've got set up. You need to first just understand who your total addressable market is because everybody in sales is going to agree with me on this. Sales is a numbers game. Your sales people are probably pretty good salespeople, even you, you're pretty good salesperson, you know you are and you watch stuff like this to get an angle.

Sale is not difficult. It's not complicated. We both know that. Excuse me. So start with ITAM. Sam. So your total addressable market, serviceable addressable market and serviceable obtainable market. So say for example, you want to sell to companies that have 50 employees or more in the UK. In the UK, make it easy, there are 44,000 companies that fit that, that number profile, 44,000 companies that have got 50 employees or more.

So say for example, out of those 44,000, you could sell to 10,000 of them. Make it easy. The numbers are easy to go. Great. Okay, so you now got a 10,000 name database, which you should already have. Your marketing people should have already bought that however long ago, and that's what you're working on. But if not because you three and after and so on, 50 quid per thousand might get, might get a better deal.

Maybe not. It doesn't matter. It's relevant. So you've got your total, you've got your database, email them, tell them you exist, say hi, we're here, this is what we do. So once you're emailing them, you also put your you upload that same database, deleted a match information, so then you put your banner adverts to go out, read by those same people in their newsfeeds.

Hi. We exist and then like it, like I've said here and I said earlier, we want to remain anonymous. I don't want people bringing me up. The last thing I want. If I want something that desperately, I'll bring you myself. I was like, I've said this before. I mean, your car mechanic is not going to bring you up and say, Bring your car down.

Let's have a check, this memory check over to see if there's anything wrong with it. And then I'll do some work on it and charge you is that Write them. so if you if you're looking at this sheet, allow business people to remain anonymous. And of course you're thinking, how on earth am I going to sell to people if they're anonymous, if I'm not knowing who they are?

Because we've always been bringing them up. That's right. 300 to 1. You can't get in touch with them. They don't want you to speak to them. Let them remain anonymous. We're not finished yet. Okay, then you produce if you want a self service, self educate, self self-educated, self-serve, whichever produce information are content. That means that they can learn from you.

Teach them, teach them what you know. You can only think about networking, serve, serve other bits, serve to help to help people get to where they want to go, provide the information, Tell them that you've got this information. Tell them that you can help educate them, their team, their staff to generate or do more of what they want to do because of your technology or services, because they can achieve and rely on it coming as long as they can go buy it in their time, not yours.

And so the bottom line is, is that I've come to look at the what it says on it. So remaining accessible means give them everything done performs on your on your website, get rid of them. In fact, get rid of your marketing automation. So if you don't need it, you need an and ESP an email servicing platform. You don't need marketing automation, waste time for money.

So where do we go from here? So just as an illustration that what we do to say visible, we've got company pages and personal pages and podcasts and videos and downloads and documents and infographics and a whole raft of things making ourselves visible and accessible. And you think, okay, okay, I understand that. But there's another part which you've probably seen, which is some of that some of the ads that go out on LinkedIn, we put out 180 adverts month because I can't guarantee that when you go online you're going to see it.

If I post one, it's impossible. I mean, the odds on that is just to get it. So you have to post regularly and frequently, but you need to have variety. Otherwise LinkedIn will say what you do doing. You post not the same thing every 5 seconds kind of that. So you produce lots of adverts in advance, but the adverts aren't selling the product, the adverts are selling the education, selling the content, which gives people an opportunity to get to know like and trust you, which is what selling is all about.

So the point of this is that there has to be a shift in what you're doing. And so if you if you if you look at this so I'm talking to you on a camera, let's go on to this one here. So I'm talking to this camera one in camera two and camera three, you go, Well, that's a lot of gear for one company.

Now. It's not I can reach more people than you can on a daily basis. It does matter who you want and you've got to think about that. I can manage what I'm doing. I can scale what I'm doing to suit me. Most businesses can't do that. I can invite people to come and watch you listen to me. If you didn't watch me, if you're not watching this live, live like it is right now on Thursday, you want it on catch up.

If not an act on YouTube, then I'll take the audio and put that on as a podcast. So we've got this this constant exposure. That's what you need to do. It's simple iPhones now, like then, the 15, even 14, plug them in, you plug them into an HDMI cable, you got you record live straight away. It's a bit more finessing around it because you've got lights and mics and and I'll show you, you know, we've got this this thing, this got a monitor up here and because I'm doing this solo, but you know, you've got, you've got staff, you've got people that can do this.

But bearing in mind if I can do it after I'm doing this, this is just me. I've got my phone ringing. I'm hoping it doesn't it doesn't affect my look at this camera because I have remote on it. And so the thing about this is that if I could do this as a single individual solo, so can you.

But you've got to have someone that's up for it. But if not, then a couple a couple of people, two or three people doing this, you know, pressing the buttons, organizing the audio, you know, changing the slides, doing whatever costs next to nothing. Think about the cost, your current cost, your new business generation cost that every single person in marketing budgets and all of your SAS.

And the reason I make I'll make a big it all of your SAS recently they're big businesses using between 30 and 70 SAS platforms in the company of the total number of SAS platforms in the world, which of which there are 30,000 of them, nearly half of them are marketing. And I've just said get rid of pretty much all done.

It. So where was I. So you get rid of all that but, but you need to do an r y calculation. You need to add that total number together and then see how much business you're getting from that. That's, that's the cost to generate a new business. I'm not talking about field, I'm not talking about doing exhibitions or, or presentation phones or lunches and learn and that kind of thing where you get a handful of people or you subscribing or paying x thousands to be able to speak to a group of business people.

Put that to one side. I wouldn't recommend that any way because there's another way of doing it. But come on, start another, another show. So the point is the costs for you to generate new business is staggering. So then on the flip side of that, go how much time do your salespeople spend actually talking to and engaged with new prospects based upon that massive amount of money that the activity that generating very money, only people that are bitching about attribution marketing, they're the ones that want attribution sales are going it was my mate you know Kane and attribution or I've known his company for ten years.

You're not getting any attribution a marketing and hope they must have seen something that we put out whatever. So from a cost justification perspective, impossible to justify marketing based on what I'm saying, your reach doing this breathtaking. If you if you were to reach out to 10,000 companies, between 100 or between one and 15% are looking to start their buying journey, think about that 100 to 5000 people looking to start their buying journey every week, every week, do this every week.

So by emailing them and saying, come and have a look. This is this is what we do. And you start streaming. Then it changes everything because you are then in a position to communicate with a given percentage of the people that are looking to buy every week, inviting them to come and watch you completely anonymously. They can look at the details in the description.

They can go to your website, access anything that they want. You can inform them of your program over the next six weeks like I did in our in the information I put out you know our list said this week we're doing estimates and giants. I can't remember what we do next week but you know that's what we've got set up so if you're interested I'm not interested in that but I'm interested in that They'll come and join you when they're ready and if they miss it, they've got you on catch up.

And so the only problem that we've got here is this crossover. I say get rid of everything to do with marketing and start. This is not going to happen, is it? But you are going to let one decrease and one increase over a period of time, which is probably, probably more sensible. It also I have to put this in.

It also could give the opportunity for those people in marketing that are genuinely interested in making it work within your company to go and get some get themselves some more training in their own time to begin with because if they started it now, they can learn how to camera works. It's not complicated, plug it in. They can know and learn how this kit works.

I can get everything prepped up and ready because you want this for the long term. And the thing is, if you're able to reach that many more than that, many more people, you know how much you sell your product to. You know what your sales hit rate is, or if you double treble, quadruple easy, it's easy to do that easy, but with minimal people.

So starting off doing the same level, same levels of business, but more right from the outset with infinitely less people. And I have to say, sorry guys in sales, but if you're not cutting the mustard, you'll, you know, you may go too. But the point of this is that people in selling in a sales environment, they are the ones the gregarious and outgoing and chatty and everything else.

So you take your people from sales, sit in front of a microphone, the two of them, three and four of them banter, chat, talking about, say, the interview and dual person streams or videos are the most popular B-to-B. They track millions. It's not complicated. And like I said, you walk in, press the button, and you go live. I mean, I've done some other stuff.

I mean, and I'll show you this very briefly and website. Our website one page is called Go Live. It's got everything you need, not a form to be filled in insight, step by step, stage by stage. Here's this. Read this, read that. Go to the next thing, read this, read that. Everything you need to know is there because you would invest in all this technology and bearing in mind your iPhone costs the grand and so do these cameras, plus the cost of a lens.

I mean, you could spend 100 grand, but but the whole thing is the whole set up is not expensive. I mean, ten, 20, 5000 spend, spend whatever you want, but you could do it with us with your iPhone. And that's that's that's the that's the critical thing about it. You can do it. You do it with your iPhone.

So there's that you need to know everything to future self educate. Then you can look at green screen because this kit does green screen stuff. I mean, really good. And so it's on the website, it's under live stream. So I did I did this the ticker tape, Nigel Main today goes goes behind me. We've got Lowe's search and everything else and that's Tucker Carlson.

So you can see where I've got the the idea for it, the inspiration for it. And but that's the point. And so looking at a program, you don't have to read all of this, but these are just 25 to I came up with loads of things. You can do so many things, but you could only do about two or three segments in a show.

You don't. It'd be too long. So I'm hoping that I'm impressing on you and of the things that you could do. And whilst you are doing these shows, I haven't put any in with this. When you're doing these shows, you could put up adverts, your own adverts, why not you products coming out, new deals. We'll be right back after these messages.

Who wouldn't want to do that? And if you've got a small team so you've got two people doing it once, once it is kind of set and forget a bit like your content. You don't need to keep producing content again and again and again and again. The written stuff because it's either works or it doesn't work if you're not getting the traction that you want with it, edit it.

But the bottom line is you don't need to keep banging out blogs Again and again and again. So you have to you have to get this on the inside. You have if you're happy with the levels of turnover that you've got, if you're happy with what you've been doing, keep doing it. Just don't don't complain to anybody ever again because you're happy with it.

That's great If you're not happy with it. If you want to increase your turnover and increase not just turnover but your profitability, anybody in a way anybody could try and increase turnover. But it's it's done in conjunction with the numbers of people that you you employ. It's a it was a company a while ago. I do advertising admittedly thousand people in the company they got there were Ra ra ra on LinkedIn with 150 million plus.

It was actually more than that. But I don't want to give away the company. Ra ra ra its thousand people. They're doing 100 grand per person per annum and they were advertising for a zero someone, someone else that was going to make it happen. So they got the money from some big names, big institutions, and now they're looking to find someone that's going to go and help them crush it.

Come on. So it's is it's intrinsically linked numbers of people that turnover been like that for ages. You want to change it. You have to change something more than just beating salespeople with a stick. But the most dramatic thing that I can say is get rid of your marketing team. You don't need them there. They are actually slowly but surely destroying your of your business, whether they know it or not.

I don't care. I know I see it happening again and again and again. And even directors will fight to keep this martech technology because like you're telling me, I made a bad mistake. Yeah, so what I say we that's how we progress, isn't it? And we're telling on our staff that, you can make fail fast. Come on, let's do it.

And this is for you to go and do. This is not complicated. I've written is everything that you need. Like I said, everything that you need is on is on this. On this page. If you don't anything else, do it yourself. And that's the kicker. I'm saying do it yourself. You let me know. You get on and then this is this is that.

Here's the pitch. They go, we want to do it quicker. Ah, well, give me a call. I'll help you get this through very quickly. That's all I've got to offer. Speed. But if you want your business to thrive and grow, you know, people quite you know, people talk about these. These. not that one. When people talk about economic climate, the things that are happening around the world, what on earth are we supposed to do?

Cost of living going up? What are we supposed to do? Well, how about changing the way that you do things? Because what's been happening and the way that you've been doing it in the past doesn't work. But of course you've got big tech martech going great, Love this. When it doesn't work, they fire the person that recommended the strategy and get someone else in there to do exactly the same thing.

It's really not good. So I didn't kind of talk about it a lot. But when you're looking at s Amazing Giants, whether you are one or whether you sell to one, it doesn't make any difference at all. We're all the same in B-to-B. We have the same aspirations and problems and so on. It's just just an element of scale anyway.

Isn't it? But the psychology of the way that we buy is no different. Nobody wants to make a bad decision. But when you've got bad marketing whispering in your ear, telling you to stay the course and you've got managing directors even agreeing with telling their salespeople, but stay the course, follow the marketing, do that, don't go off piste, it doesn't work.

You want going off paced unless some other important factors about this. You know, you people come and go have a black book, build relationships with your customers and take it with them, kind of that. But if you're delivering this content, if you're out there, a bearing in mind I'm a tiny, tiny fish in a very, very big ocean, I'm could can't get any smaller than me.

So only a handful of people know what I'm talking about, very small number, which means when it comes to your competition, getting there first, imagine, you know, you know who your competition is. You go and do this. You got to reach out to every single potential prospect in this country and say, come on, watch us. Here we are.

I think. okay. Including all of their prospects, all their prospects, all their everybody's got, we can watch you. Shall we see what they've got set up? And I look at it, you go, Wow, what a great show. How informative. We didn't know they did all that. We didn't know they had all those resources. Well, I'll start following them, which is the beginning of them buying from you.

So that wraps up for today. I hope you got a lot out of it. If you've got any questions, message me. The point is, is that what alternative do you have when demand just didn't work? They said IBM. When IBM didn't work, they said gifting. Give me a break. These are all components of naive, desperate salespeople within marketing now, not our salespeople, but the people with email trying to play the the salesman game.

Bad salesmen try and bribe people in the end, and that's all it is. So to do you want to do something different, do something that's sustainable, do something that reaches absolutely everybody that you're your total addressable market. You have never been able to do that before and be able to get engage with them and allow them to engage with you.

You you've got more people on. You have someone on a screen or messages now and answer your question. You can have someone else in their game. A message is coming from this guy on announced from now, that's what you want so you want some if you think about this low street we've got a very comprehensive website and excuse me and it's there for you to make a decision about what you want to do for your future.

You would fly. Would you say where you are now? You've got a choice. There's absolutely a choice. My way is the more profitable way. Fortunately, I've got no SAS. Well, I don't sell cameras, so anything like that, just speed diesel. And if you've got people on your within your company that they need, they might want to watch this, they might want to ask questions, you might want to do a zoom call and we can do this direct with your company and you can quick fire any question that we like, including anybody in marketing, if they're up for it.

But they won't win because this is really serious. This is important. They for 20 years they failed. As far as I'm concerned, this is the way it needs to be done. Yes, We're still using social yes, we're still using these components, but we're using them. So we're in control of what's going out, not sitting there passive, waiting for someone to go on a Google page and paper click or to go and do something.

We're reaching out in a different way. So I hope you enjoyed that. I hope that you've got something from it and I will see you next week. I was thinking of doing doing the more frequently, but I think now we'll do it next week. Have a look on the description about what we're going to talk about because I completely forgot what it is.

But the bottom line is we're here every week. Answer your questions every week. I mean, genuinely, I'm here to help. I wouldn't be doing this if I didn't. I've invested a great deal of time, money and effort in making sure this works and flows the way it does. And so I want you to fly. And even if you don't use me, tell me.

Tell me that you're flying because you're doing it. That starts to change other things and helps other people because we are. We don't help other people, don't we? Yeah, that's it. Bye for now and have a great week and weekend and start thinking about applying this next week and read the latest stuff on the website this month. There's a lot of content, a lot of good stuff there and like I said it does direct you in the right way to the right pages without having to go through three quarters of a million words.

Anyway, that's it for me. I'll keep it. I keep leaving it on that because I'm looking at the camera. I'm not looking at the screen, but that's it from me. I have a great week until next time. But for now, only a couple of people. But somebody reacted to whoever it was that was on.