The power of consistency in sales growth
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- Went to school for marketing
- Worked with Lady Gaga and Pitbull in the concert industry
- Experiential marketing for other agencies
- 2008 recession hit him hard
- He lived by referrals and word-of-mouth
- Hired a consultant to help him generate new business
- Closed it down to work in business development roles in the marketing space
- COVID felt like deja vu all over again but he was the consultant helping others
- He had a new daughter and wanted some stability but he realized he didn't have a great foundation or strategy
- It was tough going back to work for someone else
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- His background was a good fit with his new employer
- That gave him the experience to relaunch out on his own
- Learned what not to do
- Opened his eyes
- Helped him get into enterprise sales
- Would you get a marketing degree as well
- As the boss he didn't know what it was like to be an employee and how to build a culture
- He didn't understand the value of building a culture
- People are more than money-motivated
- In this recession, sales cycles are being extended
- You can hunker down or maintain and even expand your sales and marketing budgets
- He does a lot of cold outreach and it has become more challenging
- Warm outbound prospecting is working
- Tap into your network and go back to them
- Everyone is nervous
- Multi-media, multi-step is key
- Email still works well in warm markets
- Why is LinkedIn messaging so bad?
- A lot of marketing is just copycat marketing
- He spends six months listening and testing
- The cobbler's kids have no shoes
- Most of his clients don't have a CRM
- He makes recommendations on technology for them
- Started an email newsletter
- Sent cold emails to decision makers but it was hyper-focused and non-salesy for 3-4 months and it worked
- This built awareness
- LinkedIn ads
- Warming up the audience
- He does cold outreach via email and phone
- Looks for staff changes and shares other relevant information
- His newsletter is not self-promotional
- The readers know the game
- His newsletter comes from himself, not his company
- So he lets his personality shine through
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GUEST INFO:
- Guest Site: https://christianbanach.com/
- Guest LinkedIn: https://www.linkedin.com/company/christian-banach-llc/
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