Reboot Ride-Along #2: Consume Everything!
Did you stop embracing change?
Are you craving change instead? I hope so.
(If you have no idea what I'm talking about -- watch this.)
Look, if you want to see a radical transformation in the revenue you generate as a media seller, you have got to take it upon yourself to change the way you sell. In fact, changing the way you sell will ultimately change what you sell (and that is where a radical transformation occurs.)
So let's start by rethinking the very first meeting with a new prospect.
I've sat through hundreds of media sales presentations and client meetings. Hundreds. Strip away your individual personality and the pre-meeting banter, and every single one of these sales calls is essentially the same. If you want to sell more, more often, your first meeting with a potential partner MUST be unique. You (and the media platform you represent) must feel different.
Ironically, you tell me your media brand is different. You say the audience you attract is unique. But the meeting -- the actual time I spend with you -- feels the same as every other media brand's sales pitch.
Stop telling me you're different. Start showing me!
If the meetings we hold are the same as everyone else's how can our prospect expect the results we deliver or the solutions we propose to be any different?
You must change your approach. Your very first meeting with a new partner must actually BE different.
Over the next few weeks, we're going to Reboot these initial meetings. Not by changing the slides in the deck we pitch or the small-talk we open with, but by radically transforming our prep for the meetings we schedule.
Consume ALL Of Your Client’s Content
Let me ask you a question: Do you consume all of the content your prospect's company is creating before you walk into their office or pick up the phone for that first conversation? Do you?
Do you read their CMO's Twitter feed? Do you watch all the brand's YouTube videos? Have you read their latest press releases and joined their LinkedIn group? Did you check out their case studies or download (and then read) their whitepapers? Did you look at the Google Ads they're running? Have you done the same for their top three competitors?
If you want to stop telling your prospects you are different and start showing them you are different, you need to consume everything.