Sales Is Always Relationship Oriented Says Entrepreneur Adam Froman

Apr 21, 2020

Wes Schaeffer

The Sales Podcast Professional Development Marketing Automation Digital Marketing Entrepreneur

What's your purpose and what problems do you solve?

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Almost 100 employees
Ontario, Canada
Early 90's got the bug for technology
Spent time at Deloitte
Launched in 1998
Customer-centric digital strategy
Lost 80% of his staff in 2000 when the dot-com bubble burst
Got kicked into "special loans" twice by his banks during the 2002 and 2008 crashes
May 2008 is "burned into his memory"
In March 2009 he had 30 day's of payroll with 25 people
He and his partners mortgaged their homes and made it because of their cashflow model

It's going to be bumpy if you want to grow."

He's "bootstrapped" plus government grants
Be careful online, i.e. Cambridge Analytica and Facebook
There was a church and state between marketers and researchers
Every touch point you give up info
Programmatic advertising
It's hard to get lists that are any good
You need a strong profile of who your customers are
What's your purpose? How can you help your customers solve their problems?
What's your passion?
Become a thought leader on platforms like LinkedIn
It's going to be bumpy if you want to grow
Sales is relationships
How much do you really know about your customers?
How much do you know about your competition?
How much do you know about how your competition is marketing?
Once you know this you'll know how to differentiate
What percentage of the market do you have?
What's your two-pronged sales approach to build consensus?
You need to develop the proper language to speak the language your prospects are using
Pull them in with great content
With one profile you can overlay it on other databases
What trade shows should you go to?
Create a lead generation engine
Data is the new oil
Engage and inform. Educate.
- Translate to content for the client
- White paper
- Help your prospects understand how the industry will transform in the future
In the old days the ad agencies got all the attention while the direct marketers were 2nd class citizens...but they rule now
Customer-centric digital experiences
Use data to make better decisions