Index
Page numbers followed by f refers to figures
ABM (account-based marketing), 168
Accelity, 154
Account executives (AEs), 100, 120
Accountability sessions, 46
Account-based marketing (ABM), 168
Action drivers, 50–55, 64, 68, 70–72, 199f, 201f
Adamson, Brent, 30
Advertising:
definition of, 16
and inbound strategies, 9–10
negative response to, 35
nondigital, 10
in organic social media, 83
outbound strategies using, 11, 31, 86
paid social media, 83–84
and terms/payments, 64–65
traditional, 34–35
Advertorials, 37
AEs (account executives), 100, 120
Amazon.com, 41, 90, 100
Anchor bias, 36
Approval and commitment stage of buying cycle, 215–216
Assessment and measuring stage of buying cycle, 217–219
Asynchronous selling, 12, 19, 58–59, 76, 88, 120, 163, 184, 207, 215 (See also Synchronous selling)
“At scale” execution, xvii
Audio Rooms (LinkedIn platform), 95–96
Authority, 147–149
Automated email sequences, 10–11, 18, 79f, 129, 183, 188
Average recurring revenue per customer, 143
B2B (see Business-to-business [B2B])
B2C (business-to-consumer), 12, 104
Baby boomers, 188
Baby steps, taking, 146
Bad selling, xvii
Behavior tracking, 47, 109, 111, 184, 194
Best practices, 36, 65–71, 131, 172, 216
Bidders, 31
Big shift, 27–28
Blogs, 27, 37, 69, 80, 108, 146–147, 151, 163
in Connection layer, 77
as digital assets, 42
and e-conversations, 18
engaging with, 29
gated content in, 118
keywords in, 81
and search engines, 80
as social profiles, 90
Bornancin, Brandon, 99–101
“Bottom 30 percent” of buyers, 32f, 33, 38
Brainstorming, 42
“Break/fix” repair basis, 126
Business, essence of, 1
Business development goals, setting, 193–194
Business-to-business (B2B), 12, 29–30, 104
Business-to-consumer (B2C), 12, 104
Business-Within-a-Business (BWB), 75–77
Buyer intent, 15
Buying activity, 3f
BWB (business-within-a-business), 75–77
Calendly, 189
Caller ID, 181
Calls to action (CTAs), 178
Cantor, Eddie, 147
“Care and feeding” requirement, 111
Chambers of commerce, 149–150
Champions, 77, 93, 102, 103f, 128–130
Channel partners, xiii
Chicago, Ill., 81
Choice decisions, 48–49, 56, 64, 208, 213
Choice drivers, 49–50, 55–65, 68, 71–72
Cinnabon, 33
Clarity, getting, 146
Closers, 20
Closing and Negotiating for Maximum Profitability™ (workshop), 209
Closing deals, 198, 199f, 201f, 207, 209
Clubhouse, 95
Cochrane, Graham, 140
Cold emailing, 184
Cold texting, 189
Collaborators, 172
Comments (commenting), 16
converting to prospects, 86
and engagers, 111–115
leaving, 186–187
leveraging, 163
and live networking, 106–108
and negotiation, 63
and promoters, 116–118
in social audio, 96
and trust factor, 59–60
Communication:
one-way, 102
outbound, 10–11
Compelling promise, 141–143
Complementary supplier referrals, 175
“Connect and pitch” prospecting tactic, 186
Connection layer, 77–84, 79f, 97
Connector position, 171–172
Consequences:
and integrity, 156
negative, 128
quantifying, 211
in recognition phase, 210–211
of remaining at Point A, 25, 35
Consistent communication, 137, 151
Consumers, 108–111
Contact, 119
Contact information, 103f
during conversation phase, 118
exchanging information for, 55, 89, 100, 117
as personal branding, 134
purchasing, 105
and subscriber lists, 183–184
“Contact us” forms, 120
Content, 51–53, 64–65, 68–70, 88–90, 94–95, 108–111, 125–126, 161–163
audio rooms for, 96–97
and consistency, 151
curating/creating, 66–68, 145–146
delivery of, 62–63
and one-to-one approach, 176–179
and organic searches, 80–81
sharing, 115–116
in social media, 83–84, 90–91, 113–115
video, 45–47
Content sharing, 83, 115–117, 129
Control, maintaining, 13
Convenience, 13
Conversation phase, 102, 103f, 118–124, 130
Conversational marketing tools, 120
Conversion layer, 77, 79f, 87–91, 96, 97
Copywriting, 18–19
Copywriting for Sales Professionals (program), 19
Core beliefs, 58
Cost per acquisition (CPA), 84, 162
Courage to step out, 145–146
Courville, Roger, 153
CPA (cost per acquisition), 84, 162
Credibility, 147–149
CRM (see Customer relationship management)
Cross-departmental initiative, 65
CTAs (calls to action), 178
Current state (Point A), 25–27, 29, 30f, 33–36, 42, 93, 125, 128, 138, 171–172, 199f, 201f, 210–211
Custom solution demonstrations, 208
Customer (digital buyer designation), 124
Customer experience (CX), 56, 59–60
Customer relationship journeys, 11, 75, 97–103, 103f, 128, 163, 170
conversation phase of, 118–124
and digital selling engine, 77–78
post-conversation stage of, 124–129
pre-conversation stage of, 105–118
three phases of, 102
Customer relationship management (CRM), 108, 184, 194, 199
Customer results model, 35, 128
Customer reviews, 29, 60, 62, 89, 90–94
CX (customer experience), 56, 59–60
Deal paths, 215
Denver, Colo., 81
Desired future state (Point C), 25–27, 34f, 36, 42, 50, 93, 125, 128, 138, 199f, 200f
Digital buying process, 201f
action/choice decisions in, 48–49
approval and commitment stage of, 215–216
assessment and measurement stage of, 217–219
asynchronous advancing of, 17, 204–206
and the big shift, 27–29
changes in, 29–31
and customer alliance, 26–27
in customer results model, 24–26
and empowering customers, 32–34
implementation stage of, 216–217
and knowledge sharing, 40–42
selection/requests during, 214–215
synchronous advancing of, 206–207
“think like a fish” metaphor for, 23–24
using digital assets in, 210–219
using insight during, 34–40
Digital gravity, 135
Digital persuasion, 17
Digital salesmanship, 47
Digital selling:
asynchronous, 27
eight truths about, 6–20
and insight, 36–37
motives for, 51
need for marketing in, 19–20
online, 92–93
primary media for, 17–19
risks of, 54–55
securing resources for, 54
and steady client stage, 126–127
and terms/payments, 65
and urgency, 52–53
using emails or texts in, 94–95
Digital selling engines:
and company websites, 88–90
components of, 79f
definition of, 76–77
four layers of, 77–78
sketching out, 94–95
tools for, 65
Digital stalking, 7–8
Digital-first marketplaces, xiv, 24, 85
Direct messages (DMs), 10, 16, 19, 53, 79f, 91, 115, 117–118, 189
as attention getter, 186–187
in connection layer, 77
in conversation phase, 102
and outreach, 163
personal messages via, 129
using keywords in, 81
Discounts, 125
Discovery, 85, 92, 169, 199f, 201f, 207–208
Discussion groups, 89
DMs (see Direct messages)
Domino’s Pizza, 62
Drift, 120
Drop-bys, 72
Dupree, Dale, 158
Dwell time, 109
e-conversations, 18, 27, 38–39, 44, 87, 102, 119
Educator positions, 171
e-learning, 46
Email campaigns, 19, 31–32, 186
Email newsletters, 68, 90, 98, 116, 118, 147, 150–151
Email prospecting, 183–185
Email subscriber lists, 55, 80, 89, 94–95, 97–98, 100, 117, 125, 183
Email subscribers, 96, 116–118
Email tracking, 184
Empowerment, customer, 34
Endorsements, 46, 59, 103f, 107, 127 (See also Testimonials)
Engagers, 111–115
e-relationships, xiv, 15, 33–34, 74, 78, 91, 99–131, 135, 181, 186
Evaluation stage of buying cycle, 213–214
Executive assistants, 175–176
Executive-level prospects, 171, 184, 213
Expertise, 137–139 (See also Insight; Knowledge)
Exploration stage of buying cycle, 212
Exploring online, 13
Exposure:
in approval and commitment stage, 215
and social algorithms, 94
using content to attain, 109
value of, 45
via paid social media, 83–84
via public speaking, 149
via publishing, 41
via shared content, 115
via testimonials, 127
Express Mail, 187
External referrals, 175
Face time, 204
and B2C businesses, 104
and company websites, 88
contact information on, 100
live shows on, 95
as organic social media, 83
as paid social media, 85–86
profiles, 91
research on, 135
using comments from, 60
Facebook Business Pages, 91
Facebook Direct Message, 186
FAQs (frequently asked questions), 81
FedEx, 40, 62, 76, 86, 187, 192
FedEx Office, 41
Fiverr, 70
Follower, 107–108
Forecast accuracy, 83
Forecasting, 199
Forrester Research, xiii
Fortune 500, 123
Four Key Elements of a One-to-One Approach, 177
Four Reasons Why Enterprise IT Projects Fail (article), 148
Free guides, 52–53, 89, 91, 100, 117, 210–212
Frequently asked questions (FAQs), 81
“Friends and family” businesses, 88
Gamification, 111
Gartner Future of Sales 2025 report, 7
Gartner Insights (website), 62
Gated content, 117–118
Gatekeepers (executive assistants), 175–176
Gen Z, 188
Generation Xers, 188
Generators, 20
Genuine irresistibility, 152–159
Geographic territories, 76
Ghost writers (proxies), 184
Gig economy, xiii
Google:
and asynchronous selling, 13
and information gathering, 29
organic searches using, 80–82
paid search using, 82–83
and personal branding, 133
and social profiles, 90
Google Ads, 82
Google AdWords, 82
Google Business Profile, 60
Google Maps, 7
“Got Milk?” campaign, 204
GoTo Webinar, 95
Go-to-market strategies, 47, 74
Handwritten notes, 188
Hane, Allyn, 41
Hardy, Shawn, 58–59
Heart for serving others, 139–141
Hermes, Jackie, 154
Hollywood, 144
Holmes, Chet, 31
“Hoop jumping,” 48
Hootsuite, 68
How to Get Professionally Published (Stinnett), 147
How to Optimize Your LinkedIn Profile to Attract Followers and Convert Leads Like Crazy (Stinnett), 91
Hubspot, 184
Hypefury, 68
Implementation stage of buying cycle, 216–217
Inbound connection layer, 80–84, 97
Inbound demand generation, 48, 65, 75, 161
Inbound prospecting, 150
as choice driver, 57
connecting with, 86
and connection layer, 77
and digital selling engines, 76–80
and email subscriber lists, 183
outbound vs., 21, 162–163, 168
and scheduling apps, 190
strategies for, 9–12, 74–75, 99–101, 161
using digital assets for, 197
(See also Outbound prospecting)
Inbound telephone calling, 87
Independent sales contractors, xii–xiii
Industry trends, 94, 114, 125, 171
Innovators, 172
Insight:
beliefs about, 56
and champions, 129
as choice driver, 59
and consistent communication, 151
and content development, 68–70
and email subscriber lists, 183–184
engaging in early stages with, 34–40
and repeat customers, 125–126
and social profiles, 90, 92, 94
and starter customers, 122–123
for subscribers, 116–117
and text messaging, 188–189
Intent:
and buying process, 162
defining, 16
and organic search, 80
specific, 173
of websites, 90
Intent data, 38
Internal referrals, 175
Irresistibility, genuine, 152–159
Junk folders, 184
Key performance indicators (KPIs), 142
Keywords, 80–82
King, Stephen, 41
Kinko’s, 41
Knowledge, 40–41, 56, 59, 66–67, 104, 137–139 (See also Insight)
KPIs (key performance indicators), 142
Landing pages, 18, 36, 79f, 87, 90, 96, 118
“The Lawn Care Nut” (YouTube channel), 41
Lead conversion, 82
Lead funnels, 87
Lead generation, 11, 74–75, 80, 84
Learning from others, 146
Levine, Larry, 154
Likes (see Comments)
LinkedIn:
action drivers using, 51–54
connecting via, 106–107, 119, 124, 186–187
outreach process using, 192
posting on, 38, 42, 68, 69, 115–116, 127, 146, 147, 150
profiles, 17, 28, 60, 87, 90–91, 97, 99–100, 133–134, 190
reasons people use, 15
and search engine optimization, 80
value of using, 149–150
Live Audio Rooms (Facebook platform), 95
Live video, 2–3, 10, 14, 37, 46, 67, 77, 79f, 87–88, 92, 100, 105, 120, 133, 148
LiveChat, 120
Long-tail keywords, 82
Lookalike profiles, 83
Lookers, 32
Loom, 185
Magnetic personal branding, 20, 75, 84, 101, 179
and compelling promise, 141–143
and consistent communication, 151
and courage to step out, 145–146
and credibility/authority, 147–149
definition of, 133
and genuine irresistibility, 152–159
and having a platform with reach, 149–151
and heart for serving others, 139–141
importance of, 133–136
and knowledge/expertise, 137–139
nine essential elements of, 136–137
and relatable personal story, 143–145
Maintaining control, 13
McKenna, Dave, 58–59
Micro-learning, 46
Micro-offers (see Mini-offers)
“Middle 30 percent” of buyers, 32f, 33
Millennials, 188
Mini-offers, 122–123, 126, 204
Mitigating risk, 47, 55, 91, 213
Motive (action driver), 50–52, 170, 209
Multipronged approach, 86, 188, 190–194
Name dropping, 178
Named accounts, 76
National Speakers Association, 149
NBC, 148
Needs analysis/assessment, 92, 199f, 201f, 207
Nested content, 68
Networking, 2, 10, 12, 20, 104, 106
Networking and Referrals for Sales Prospecting (mini-course), 175
Newsletters, 62 (See also Email newsletters)
“Next 30 percent” of buyers, 32f, 33, 108
Niche marketing, 138–139
Nine qualities of irresistibility, 152
Ninjio, 62
NTSI, 58
Numbers game approach, 33, 85–86
Old school selling, 72
One-way communication, 102
“Open 7 percent” of buyers, 31–37, 169
Optical character recognition, 115
Opt-in subscribers, 94, 103f, 105, 116–118, 125, 184
Organic search, 80–82
Organic social media, 36, 83, 95
Others, heart for serving, 139–141
Outbound connection layer, 84–87
Outbound prospecting
and asynchronous selling, 58
and contact gathering, 74
copy writing for, 18
creating content for, 65
and customer buying process, 198–201
defining angle of, 170–176
definition of, 9
digital content for, 48
and digital selling engines, 76
digital tools for, 48, 179–190
direct messaging, 104
and inbound attraction, 11
inbound vs., 21
mindset for, 163–166
multipronged approach to, 190–193
objective of, 168–170
and outbound connection layer, 84
practical application of, 32
tactical vs. targeted, 166–168
30-day plan for, 193–195
(See also Inbound prospecting)
Outcome-oriented marketing, 27, 38
Outreach, 184
Outsourcing, 19–20, 65, 70, 75, 168, 212
Paid search advertising, 10
Paid social media advertising, 9–10, 36, 83–84
Partner and alliance referrals, 175
Partner-based relationships, 130
Payback/return, 32, 54, 121, 156, 159, 203, 209
Payments, terms and, 56, 64–65
Pay-per-click (PPC), 82
“People you may know” suggestions, 108
Personal story, relatable, 143–145
Phone (see Telephone[s])
Pilot engagement, 122
Pipeline management, 199
Platform with reach, 149–151
Podcasts, 10, 12, 15, 53, 79f, 95, 96, 105, 107, 116, 148, 151, 185
Points A/B/C (see Current state [Point A]; Desired future state [Point C]; Transaction state [Point B])
Post-conversation phase, 102, 103f, 124–130
Power-Prospecting at the Executive Level™ (course), 171
PPC (pay-per-click), 82
Pre-conversation phase, 102, 103f, 105–118
Pre-roll videos, 10–11, 16, 82
Price to value/risk ratio, 56, 63
Prioritized prospecting objectives, 170
Priority (action driver), 50
Problem solver position, 171
Problems and results inventories, 42
Process improvement, 172
Product testing, 11, 103f, 120–121
Product/services solution, 56, 61–62
Profit opportunities, 173
Promise, compelling, 141–143
Promoters, 115–116
Prospecting, 9
email, 183–185
targeted, 106, 166–168, 172, 174, 184–185, 190, 193
(See also Inbound prospecting; Outbound prospecting)
Proxies, 184
Public speaking, 18, 148–149, 151
Pull quotes, 69
Pyramid of Awareness, 32f, 33–34, 42, 45, 113, 197
Quantum leap, 28
Real-time communication, 14, 56, 88, 102
Real-time selling, 12–13, 27–28
Recognition, 10–11
of customer needs, 204
of outbound communication, 10–11
of problems/dissatisfaction, 25–26, 26f, 30f, 51
Recognition stage of buying cycle, 210–211
Recommendations, 59–60
Referrals, 175–176
Relatable personal story, 143–145
Requests for proposal (RFPs), 214
Resources (action driver), 51
Retargeting ads, 10
Retention and repeat layer, 77–78, 79f, 93–97
Return on investment (ROI), 38–39, 47, 54, 74, 82, 84, 201f, 203, 213 (See also Payback/return)
RFPs (requests for proposal), 214
Risks (action driver), 51
ROI (see Return on investment)
Rotary clubs, 150
Rowling, J. K., 41
Rushmore, 81
SaaS (see Software as a service)
Sales copy, 18–19, 89, 92, 197
Sales development representatives (SDRs), 19, 100, 120
Sales entrepreneurs, xii
Sales environments, 12, 16, 31, 74, 76–77, 85, 92, 102, 158, 178, 197, 207
Sales Excellence (company), 57, 69, 93, 128, 150, 175, 203
Sales Excellence® Core Methodology, ix
The Sales Rebellion movement, 158
Scheduling apps, 189–190
Schmidt, Tim, 58–59
Scribie, 82
SDRs (see Sales development representatives)
Seamless SDR, 120
Search engine optimization (SEO), 9, 19, 80–82, 163
Search engines, 7, 15–16, 30, 80–81, 104
Seismic, 184
Select and request stage of buying cycle, 214–215
Self-publishing, 147
Selling from the Heart: How Your Authentic Self Sells You (Levine), 154
Selling Power magazine, 45
Selling Results! (Stinnett), ix
Selling to C-Level and VP-Level Executives™ (training course), 142
Semrush, 81
SEO (see Search engine optimization)
Sequenced emails/texts, 94–95
Serving others, heart for, 139–141
Seven Figure Social Selling (Bornancin), 100
7 Good Reasons for Having a Conversation with Your Customer (article), 117–118, 173
7 Ways to Make Your Social Videos Absolutely Outstanding (Stinnett), 110
“Shoot-out” comparisons, 37
Small businesses, 19–20, 52–53, 65, 66, 70, 75–76, 88–89
Smartphones, 7, 10, 14–15, 88, 110, 119–120, 124, 185
Smith, Jim, 58–59
Social algorithms, 94, 109–117, 190
Social audio, 95–96
Social engagement, 112
Social media influencers, 8, 31, 40, 57, 140, 147, 197, 204
Social profile, 90–91
Social reach, 110
Software as a service (SaaS), 11, 142–143, 162, 197
Solutions, 25
Special offers, 125
Specific intent, 173
Speech recognition technology, 82
Spotify, 105
Squarespace, 88
Stability and reliability, 56, 60–61
Star ratings, 60
Starbucks, 33
Starter customers, 55, 103f, 122–124
Steady clients, 126–127
Stealth mode, 7–8
Step out, courage to, 145–146
Step-by-step sales process, 198
Storytelling, 17, 58, 60, 70–71, 136, 143
Strangers, 85, 90, 102, 103f, 105–108, 130
Strategic experimentation, 11
Success ratios, 74
Synchronous selling, 12, 28, 36, 58–59, 76, 88, 199–120, 207, 215 (See also Asynchronous selling)
Tactical prospecting, 166–168, 184
Target accounts, 31, 168, 193–194, 218
Targeted prospecting, 106, 166–168, 172, 174, 184–185, 190, 193
Tech stacks, xiv
TED Talks, 8
Telemarketing, 19–20
Telephone(s), 3, 8, 13–14, 64–65, 77–78, 79f, 89, 120, 169, 180–182, 192, 204
inbound connections, 87
live meetings vs., 92
outbound connections, 10, 31–32, 170
talking points, 18
(See also Smartphones)
Testimonials, 58–60, 62–63, 91, 94, 103f, 127, 141, 185 (See also Endorsements)
Text messages, 69, 94–95, 124, 188–189 (See also Direct messages [DMs])
Text Tips, 69
“Think like a fish” metaphor, 23–24
Think Like Your Customer (Stinnett), ix, 23, 40
30-Day Prospecting Plan, 193–195
Three Cs of selling, 74
Ticker files, 170
TikTok, 149
Time factors, 13
Toastmasters, 149
“Top 3 percent” of buyers, 31–37, 45, 82, 169
“Touching base” cliché, 94, 173
Transaction state (Point B), 25–26, 30f, 34f, 126, 141, 201, 219
Trust factor, 56–58
Twitter, 53, 55, 69, 147, 186–187
Twitter Spaces, 95
The Ultimate Sales Machine (Holmes), 31
Unbundling, 123
Understanding Your Customer’s Buying Cycle (worksheet), 205
United Kingdom, 45
Upwork, 70
Urgency (action driver), 50
Vertical markets, 76
“Video fatigue,” 182
Videoconferencing, 11, 13–14, 45, 95, 117, 119, 135, 182, 186, 188–189, 204, 208–209
Vidyard, 185
Visibility, 45, 135 (See also Exposure)
Washington Business Journal, 148
Watson, Thomas, 1
Webinars, 10, 32, 53, 79f, 89, 114, 169, 178
White papers, 17, 32, 36, 61, 63, 64, 117, 211, 212, 218
Why Buy from NTSI? (Stinnett), 58
Wix, 88
WordPress, 89
WordStream, 81
World Wide Web, 29
Yelp, 29
YouTube, 10–11, 15, 28, 36–38, 42, 62, 68–69, 72, 81–82, 95, 97–98, 100, 127, 129, 136, 140, 146, 150–151, 185
Zerkle, Ray, 58–59
Ziglar, Zig, 138
Zoom, 95
ZoomInfo, 74