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
00:00:04:22 Hi I'm Nigel Maine I'm the founder and managing director of salesXchange. A quick question... Why do customers get fed up with us, not with us! But with supplying companies in general? My view is, whilst it's commendable that salespeople are tenacious and some are like a dog with a bone. The bottom line is, they end up upsetting customers. Sales director turn round and say keep at it, no means not yet, Keep on it, keep pestering them, even to the point of challenging managing
00:00:40:12 directors and saying "well why aren't you buying" I mean we've heard it before. I get enough emails, if I don't respond to a prospect email, they turn round and say... What do you mean you're not. You haven't responded to me, they get all indignant about the fact I've responded to "let me come and sell you my products" and so on. So, the thing is... How can we avoid this? And I think the only real way of avoiding this is by
00:01:12:08 having a significant number of inbound leads. If you're not getting inbound leads you're going to be whipping your salespeople or BDM's to be constantly contacting people to find new leads which is kind of counterproductive because then you're back into the cycle again. We approach this differently our view is that a company must create
00:01:40:07 genuine, interesting, informative content that 'people' would like to read, not prospects. Content doesn't mean sales literature, content doesn't mean you do a demo do a video of a demo and keep pushing it out and tell people to look at it.
00:01:59:13 Content doesn't mean producing interviews just talking about you and your company, it's about them. It's the old adage, you know, 'what's in it for me.' Businesses are not interested in what you've got to sell, never. You know what I mean. But they are interested in, is human content. It's human contact, so when it comes to content, what we have to do as business owners is ensure that our marketing teams and salespeople are
00:02:34:17 looking to communicate value and not just value of your product but value of that human information. Things that people would find of interest. If you look on on LinkedIn for example, Cheddar, Cheddar or all over the place posting up content. That's interesting... That's nothing to do with business. It's just interesting.
00:02:57:12 And they've got a niche that people are engaging with them. They have tens of thousands of views. Why. Because it's interesting. And that's what we as business owners have to do, is to produce content that's interesting. It doesn't have to sell. It has to be interesting because that encourages other people to engage with us on a human level. So customers do get upset with supplying companies because they've got nothing interesting to say and when they do speak to them all they want to
00:03:32:14 do is browbeat them into buying something. Let me have an appointment! And that's finished as far as I'm concerned, that's finished. So, as a company we advocate and recommend two very specific strategies. And it's not about is the strategy, come buy from us.
00:03:52:08 This is is the strategy, going and do them yourself. If you want to know how to do them download our brochures and review them adapt them to your way of working, but use them all the same. Because looking at your content and the information that you can produce and how you distribute that via social media is really important, it's essential. How else are you going to get information out? But doing it piecemeal, not going to work. So we recommend in brief.
00:04:22:09 We recommend produce your content in advance. Don't publish it until everything's ready and you've got enough content to produce over a four week period and then you can repeat it. But as I said download our brochure it's Social 3 3 4 and the second part is Launch... Launch isn't about launching a new product, it's about launching YOU to a new audience. And that's what this is about, it's just adjusting what people have come to
00:04:53:19 accept. So by launching you to a new audience, you invite a group of people in. Buy them lunch. Tell them your story. Let them go away happy with a free gift or gifts or whatever. But show them WHO you are. Get your team around you to show them, these new customers... How nice you are! And let them come back to you. So these two things here, it's not about us flogging something to you,
00:05:20:17 it's saying we've come up with these two strategies. Go and use them!
00:05:24:19 And if you want to do it yourself, of course will do it for you. We're in business! But if you do use them, Tell us about it... Share it with us, Talk to us and then at some stage in the future you may turn around and say actually Nigel we'd actually like to get involved with a syndicate and sell to the customers of other businesses but we'll leave that for another video. Anyway thanks for watching. And if you'd like any more information please give us a call and we'll help you however we can, so bye for now.