Why you need to innovate in marketing

Marketers ruin everything
social selling man

One of the people who I find interesting and inspiriational in marketing is Gary Vaynerchuk. He is not for everyone, he is very opinionated and curses a lot (if that is a problem to you). However, he does cut to the chase and say it as it is. It is quite refreshing to hear someone who is so honest and open about what he thinks.

In this video Gary explain why marketers ruin everything and why you need to always be looking forward to the future. In essence the theory is that where ever people’s attention is, marketers will find a way to disrupt you from that thing  and tell you to buy their stuff.

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Sorry to pick a hole in your arguement Gary

Although I do agree with everything that Gary says, I do think that he is mainly talking about advertising type marketing such as print ads, TV ads, social media ads, cold calling, mailshots and email mail shots. I agree that advertising interupts things that I want to watch, listen or read. Whether it is a TV program, radio station, podcast or a webpage. The only exception I can find to pick a hole in Gary’s arguement is inbound marketing. A marketer can create useful content that helps to educate customers or fix their problems. As long as you dont push the content down their throats by promoting that content with an advert which interupts something, I dont think you have ruined anything. Create great content and make sure it is optimised so people can find it, when they ask Google. If you do this you are helping to fix their problems by putting the customer’s needs before your own.

What I guess he would say back to me

Plain and simple, if inbound marketing works, marketers will ruin it. I believe inbound marketing should be very customer centric. It should not directly promote your company or its products. If you educate a customer about why they should buy anything and how to make a good assessment of what they should buy, then the right people will buy your product more often than not. However, MARKETERS RUIN EVERYTHING! Where there is a will there is a way. If a marketer can figure out to drive eye balls to peice of content then they will interupt your eyeballs with an advert. Back to square one :(.

Market in the year we live in

 

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Just in case you haven’t had enough of Gary Vaynerchuk,  this video talks about why it is important to try new things in marketing so that you stay ahead of the curve. Play the offence not defence.

The greatest marketing video in the world?

I think so.

Learn from the best and watch this Apple promotional video from 1997. This is pure genius. This is why I love Apple. I normally would say that I want ME to represent me, not a branded object or item of clothing. However, Apple is the only brand that I think says something about me that I want to be said.

Here is the script:

Here’s to the Crazy Ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them,
glorify or vilify them.
About the only thing that you can’t do, is ignore them.
Because they change things.
They push the human race forward.
And while some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to think that they can change the world,
are the ones who do.

Who wouldn’t want to be in this club one day? Or is it just me?

Watch and be inspired…

Watch on YouTube

 

What do you think?

Do you agree or am I crazy? What do you think about this video and Apple? Do you have an Apple product? What does it say about you? My hunch is that if you have an iPhone you might not think this video is about you. If you have a Apple Macbook or iMac you might just know where I am coming from. Leave your comments below.

Predictions for 2015

State of Social Sales ebook cover

I was asked to contribute my thoughts as to what 2015 holds for the world of social selling. My contribution went alongside the likes of Jill Rowley, Tim Hughes, Craig Elias plus a whole host of established sales thought leaders.

I have put my predictions into this post but if you want to read the whole ebook check out the SlideShare embed at the bottom of the post.

What are the key trends you have witnessed in the field of social selling?

Its definition to most people has been shaped by a mix of sales trainers and marketing teams. As a result many sales people think social selling is not something which will benefit them. I agree with Gary Vaynerchuk when he says that “social media” is a phrase to describe the current state of the internet just like “Web 2.0” did 10-15 years ago. I think social selling is not just “selling using Twitter & LinkedIn”. My definition would be more like “selling using the internet to do research and share information to build trust/credibility”. If a sales person thinks that they can do their job better without the internet than with it, then over time they will become extinct. Sales people will be successful if they target the right person, at the right company, at the right time with a message which relates the buyers agenda and is not just a product led sales pitch. But don’t take my word about how the internet is forcing business to change, go ask Blockbusters, HMV or any of the large chains of book stores that have been closing stores or gone out of business.

A Forward Look

I believe the internet forces the business world to become more honest, open and transparent. These are three words that most people wouldn’t associate with your average sales person. I think sales people will need to become more customer centric and put the success of their customers ahead of their commission cheque.

As Dan Pink said in his book To Sell is Human we are moving from a world of “Buyer Beware” to a world of “Seller Beware”. More and more information is becoming available on the internet about sales people, the products they sell and the companies they work for. You have to put your customer first else you will get caught out – losing your deals and customers. Sales people need to imagine their customer is sitting next to them at all times. Instead of thinking how can we sell more stuff to this customer, think how can I make that customer be more successful so that want to buy more stuff from you.

The 90-9-1 rule of unequal participation on the internet states that – 1% of an online community creates most of the content (i.e blog posts, videos, tweets), 9% create a little content and 90% just consume content online. You could argue the percentages have changed with the rise of social networks and more people create content but the vast majority only browse, consuming content without actually creating any themselves.
Therefore if you want to sell to the vast majority of buyers who do not create or share information on Twitter/LinkedIn then you need to raise your “social selling” game. You need to find new ways of engaging in a timely and relevant manner with prospects and customers who do not personally share much or any information about themselves or their interests.

 

Who is responsible for social selling? Sales or Marketing? – Driving #SocialSelling

driving social sellingDriving #SocialSelling is a daily video blog to share tips and tricks about how to be more successful in your sales career using social selling. Learn how to use social networks and the internet to find new ways help you find the right customers who want to buy from you.

Watch on YouTube social selling man

To subscribe to daily Social Selling tips like this please visit – http://chrisheffer.com/socialsellingtips/

Follow me on twitter http://www.twitter.com/theotherhef
Feel free to send a personalised LinkedIn request to – http://www.linkedin.com/in/chrisheffer

Blank LinkedIn requests are the work of the devil! Learn how to send a good one https://www.youtube.com/watch?v=slON-yCIJqM

Do you have a question you would like me to answer? Tweet me @TheOtherHef using hashtag #AskHef or using the contact form on this page http://chrisheffer.com/socialsellingtips/

Should I accept every LinkedIn request I receive? – Driving #SocialSelling

driving social sellingDriving #SocialSelling is a daily video blog to share tips and tricks about how to be more successful in your sales career using social selling. Learn how to use social networks and the internet to find new ways help you find the right customers who want to buy from you.

Watch on YouTube social selling man

To subscribe to daily Social Selling tips like this please visit – http://chrisheffer.com/socialsellingtips/

Follow me on twitter http://www.twitter.com/theotherhef
Feel free to send a personalised LinkedIn request to – http://www.linkedin.com/in/chrisheffer

Blank LinkedIn requests are the work of the devil! Learn how to send a good one https://www.youtube.com/watch?v=slON-yCIJqM

Do you have a question you would like me to answer? Tweet me @TheOtherHef using hashtag #AskHef or using the contact form on this page http://chrisheffer.com/socialsellingtips/

Why is social selling no longer optional? – Driving #SocialSelling

driving social sellingDriving #SocialSelling is a daily video blog to share tips and tricks about how to be more successful in your sales career using social selling. Learn how to use social networks and the internet to find new ways help you find the right customers who want to buy from you.

Watch on YouTube social selling man

To subscribe to daily Social Selling tips like this please visit – http://chrisheffer.com/socialsellingtips/

Follow me on twitter http://www.twitter.com/theotherhef
Feel free to send a personalised LinkedIn request to – http://www.linkedin.com/in/chrisheffer

Blank LinkedIn requests are the work of the devil! Learn how to send a good one https://www.youtube.com/watch?v=slON-yCIJqM

Do you have a question you would like me to answer? Tweet me @TheOtherHef using hashtag #AskHef or using the contact form on this page http://chrisheffer.com/socialsellingtips/

How to do social selling when your boss doesn’t think its important – Driving #SocialSelling

driving social sellingDriving #SocialSelling is a daily video blog to share tips and tricks about how to be more successful in your sales career using social selling. Learn how to use social networks and the internet to find new ways help you find the right customers who want to buy from you.

Watch on YouTube social selling man

To subscribe to daily Social Selling tips like this please visit – http://chrisheffer.com/socialsellingtips/

Follow me on twitter http://www.twitter.com/theotherhef
Feel free to send a personalised LinkedIn request to – http://www.linkedin.com/in/chrisheffer

Blank LinkedIn requests are the work of the devil! Learn how to send a good one https://www.youtube.com/watch?v=slON-yCIJqM

Do you have a question you would like me to answer? Tweet me @TheOtherHef using hashtag #AskHef or using the contact form on this page http://chrisheffer.com/socialsellingtips/

What is personal branding – Driving #SocialSelling

driving social sellingDriving #SocialSelling is a daily video blog to share tips and tricks about how to be more successful in your sales career using social selling. Learn how to use social networks and the internet to find new ways help you find the right customers who want to buy from you.

Watch on YouTube social selling man

To subscribe to daily Social Selling tips like this please visit – http://chrisheffer.com/socialsellingtips/

Follow me on twitter http://www.twitter.com/theotherhef
Feel free to send a personalised LinkedIn request to – http://www.linkedin.com/in/chrisheffer

Blank LinkedIn requests are the work of the devil! Learn how to send a good one https://www.youtube.com/watch?v=slON-yCIJqM

Do you have a question you would like me to answer? Tweet me @TheOtherHef using hashtag #AskHef or using the contact form on this page http://chrisheffer.com/socialsellingtips/

Is spelling and grammar important? – Driving #SocialSelling

driving social sellingDriving #SocialSelling is a daily video blog to share tips and tricks about how to be more successful in your sales career using social selling. Learn how to use social networks and the internet to find new ways help you find the right customers who want to buy from you.

Watch on YouTube social selling man

To subscribe to daily Social Selling tips like this please visit – http://chrisheffer.com/socialsellingtips/

Follow me on twitter http://www.twitter.com/theotherhef
Feel free to send a personalised LinkedIn request to – http://www.linkedin.com/in/chrisheffer

Blank LinkedIn requests are the work of the devil! Learn how to send a good one https://www.youtube.com/watch?v=slON-yCIJqM

Do you have a question you would like me to answer? Tweet me @TheOtherHef using hashtag #AskHef or using the contact form on this page http://chrisheffer.com/socialsellingtips/

Why should you create content? – Driving #SocialSelling

driving social sellingDriving #SocialSelling is a daily video blog to share tips and tricks about how to be more successful in your sales career using social selling. Learn how to use social networks and the internet to find new ways help you find the right customers who want to buy from you.

Watch on YouTube social selling man

To subscribe to daily Social Selling tips like this please visit – http://chrisheffer.com/socialsellingtips/

Follow me on twitter http://www.twitter.com/theotherhef
Feel free to send a personalised LinkedIn request to – http://www.linkedin.com/in/chrisheffer

Blank LinkedIn requests are the work of the devil! Learn how to send a good one https://www.youtube.com/watch?v=slON-yCIJqM

Do you have a question you would like me to answer? Tweet me @TheOtherHef using hashtag #AskHef or using the contact form on this page http://chrisheffer.com/socialsellingtips/