MoXO #115 I Bits About Books - “Biz Dev Done Right”
In Conversation with Caryn Kopp, Author, in Bits About Books Podcast
[Curated Content in this edition]
Bits about books – In Conversation with Caryn Kopp, Author, “Biz Dev Done Right”.
[Ideas] Psychological Paths of Least Resistance by Morgan Housel
[Tactics] How To Use Interactive Content To Promote Your Brand Story
by Antara Agarwal
[Online Marketing] Online Marketing Plan for Manufacturers Part 1 & 2: Overview by Donny Kemick
[Value Prop] Time savings is NOT your value prop by Kyle Poyar
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Bits about books – In Conversation with Caryn Kopp, Author, “Biz Dev Done Right”
Caryn is the Chief Door Opener® at Kopp Consulting whose Door Opener® Service has helped thousands secure initial meetings at the Executive Level in almost every major company. Caryn Kopp has been dubbed the Chief Door Opener® because she gets her clients “in the door” with their prospects.
A best-selling author, internationally recognized speaker, and an expert in Business Development, Caryn can be seen in Inc., Fortune Magazine, Forbes, and Newsweek. She is a faculty member of Verne Harnish’s Gazelle’s Growth Institute and is the Sales Messaging Coach for Scaling Up coaches worldwide. She co-authored Biz Dev Done Right and wrote The Path To The Cash! The Words You NEED To Bypass Those Darned Prospect Objections.
Caryn received her MBA from NYU’s Stern School of Business and her undergraduate degree from Babson College. She has held board positions for the Entrepreneurs’ Organization (EO), National Speakers’ Association (NSA), and Enterprising Women Magazine. Caryn is also a member of the Women’s Presidents Organization (WPO) and Women’s Sales Pros.
The hardest part of a sale process is getting the first meeting. If you don’t get the first meeting, you don’t get to proceed at all. This is why ‘opening the door’ to the right person in the target organization is the most essential step. And this is something that not everyone is up to. There are different types of salespeople- the hunters, the farmers, and the closers, and this step of opening is best suited to the hunter.
Closing should be done by someone else, because rarely are there people who can open doors as well as close deals. However, Closing is an easier part and essentially the result of doing everything right to lead up to the close. Also, when we are talking about big-ticket sales, it is obvious that an SDR or a BDR will not be able to open doors at the CxO level.
A top-down approach is better for big-ticket sales. While the CxO might not ultimately judge the usability of the product or service, they are the people who will ultimately sign off on the deal. It makes sense to start there and then be referred down for further discussions. But ownership is an important factor that determines the success of the deal, and the CxO is likely to be more invested in the procurement.
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From The PitchLink Sales and Marketing Lit Fest 2023
22 Authors of 22 Blockbuster Sales and Marketing Books in 22 twenty minute sessions over two days.
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All text with a green border to the left are quoted content from the respective curated pieces.
[Ideas]
Psychological Paths of Least Resistance
by Morgan Housel
When faced with a problem, rarely do people ask, “What is the best, perfect, answer to this question?”
The more efficient question is often, “What answer to this question can I obtain with the least amount of effort, sacrifice, and mental discomfort?”
The psychological path of least resistance.
[Tactics]
How To Use Interactive Content To Promote Your Brand Story
by Antara Agarwal
How you present and promote your brand story becomes an integral part of your marketing efforts. Now instead of using just static, one-dimensional ways, you can use something much more exciting: interactive content. You can choose from a lot of content types like quizzes, calculators, giveaways, etc. What’s more, there are a lot of quiz maker tools and chatbot builder tools in the market that can help you achieve your goal. Read this blog to learn how to use interactive content to promote your brand story.
[Online Marketing]
Online Marketing Plan for Manufacturers Part 1 & 2: Overview
by Donny Kemick
[Value Prop]
Time savings is NOT your value prop
by Kyle Poyar
The Gist : “Time savings” may be a benefit of your product. In fact, it probably is. But it shouldn’t be your central value proposition. You need to connect your value prop to the customer’s actual priorities and hard ROI business outcomes.
Why you should care : Sure, saving time helps get end users interested in learning more.
Here’s the thing: time savings isn't differentiated, doesn't create urgency, and doesn't capture real $$$. A business case built on saving time won’t stand a chance of getting past the CFO.
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The Pitch.Linker X|O Update No.165. Volume 04. Issue 12* 19th March 2024