How to create a selling system based on authority and common thread
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This document discusses how to build a selling system based on authority and a common thread. It recommends focusing on personal brands and networks through interviews to align with your business goals. A common thread is something the business can become known for that is tied to its goals and appeals to customers, like environmental sustainability. Personal brands can extend the reach of an existing brand. The document provides ideas for using a common thread through various media like podcasts, social media, and events. It outlines a process for identifying influencers, developing consistent messaging around the common thread, and measuring results. The goal is to create a knowledge-based selling system focused on authority around a shared value.
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How to create a selling system based on authority and common thread
- 1. @roberts_ben_m 1 How to create a selling system based on authority and a common thread
- 2. 2 Head of Marketing at Talkative Podcast Host Published Author Wales’ #1 Businessman under 35 Conference Speaker Who @roberts_ben_m
- 3. 3 Email Marketing PPC Social Media Marketing Ads – TV, Radio & Print Interview era Moving from a world of intrusion & blatancy to collaboration & Authority @roberts_ben_m
- 4. The Interview Era In the interview era, people need to focus on their personal brands and networks in a way that aligns with your business. @roberts_ben_m
- 5. Influence & authority Must find a common thread between the people and the business. 5 @roberts_ben_m
- 6. 6 Personal brands extend the reach of your existing brand @roberts_ben_m
- 7. We need to rethink the way we interact with our customer base Especially in B2C environments where direct interactions with customers are generally less frequent, and when they do occur, do so in a customer service capacity Thinking 7 @roberts_ben_m
- 9. Traits of the common thread 9 Long-term mindset Tied to business goals Something the business can become KNOWN for @roberts_ben_m
- 10. Example of a thread 10 The Thread Environmental sustainability Mediums Adverts and marketing messaging based around the environment The Messaging That buying Old Mout Cider is an environmental choice, and tone that also tastes damn good Result Seen as a brand with heart that resonates with the customer base @roberts_ben_m
- 11. 11 What is your common thread? What do you want to be known for? Sporting success? Environmental sustainability? Natural beauty? Human-powered communication? Information security? Health & wellbeing? Leadership development?
- 12. Internal Vs External 12 Internal Personal Brands External Personal brands Clear link to the brand Consistency Progressive business Extend beyond borders Seen as independent Ease of training Unique styles Instant impact @roberts_ben_m
- 13. 13 Podcast YouTube Social Media TV Radio Websites/Blogs Ideas for the interview economy using your common thread IDEAS Mainstream MediaEvents @roberts_ben_m
- 14. 14 Of product Of market Of trends Of audience 1 2 3 4 A system of selling based on knowledge @roberts_ben_m
- 15. 1 5 How do we create this system of selling? @roberts_ben_m
- 16. 16 Identify the influencers Common Messaging Freedom & Flexibility Stimulate Conversations A knowledge based system of selling PROCESS Identify common thread Measure & Evaluate @roberts_ben_m
- 17. Example of a thread 17 The Thread Healthy food Mediums TV, Events, Social, Books, cookery schools The Messaging Healthy eating can be done from home, can taste better and can save you money – It’s also better for the environment and your health Result Sales, increased revenue streams, exposure, authority @roberts_ben_m
- 18. The book 18 How to build personal brand or business brand authority around a common thread; a buzzword. Marketing Buzzword to Marketing Authority @roberts_ben_m
- 19. Thank you! Twitter: @roberts_ben_m LinkedIn: Ben M Roberts ben@ben-m-roberts.com
Editor's Notes
- Will not lose intrusive ads for the foreseeable – but their power and influence is ever waining All through this time we’ve had peaks and troughs – Ads – trust, Email – Spam, PPC – placements, SMM - Privacy
- Doesn’t matter whether it is B2B or B2C – in the interview era personal brands and business brands
- This can be people internal or external to your organisation – can you help people around the edges of your organisation to build their personal brnads Influencers the extension of brands B2B and B2C – not purely aspirational but also in terms of value. Not by an idea of what it is, but what it means to be
- TO UPDATE
- When you know what you stand for you know you have the people around you either internally as employees or externally as fans and influencers
- Link to Brand - Clear link between the people and the rand – easy for customers to understand Consistency - Easier to keep the common thread in tact and all singing from same hymn sheet Progressive - Puts your employees front and centre of the changing world Training - As a company you can help people build their personal brands within the business, and you have control over it Extend borders - Allows you reach previously unreachable audiences Independent - They have the ability to work with or not with and support the brand in question Unique styles - Each external personal brand you work with will have their own unique style that will resonate with different people Instant Impact - The power of these personal brands can have a significant instant impact on the businesses engaged with them
- Think about the democratisation of media – how can you leverage this to get more exposure and more access Your personal brand will allow you to get more opportunities which in turn will help grow the brand
- ID common thread ID Influencers Common Messaging Freedom & Flexibiiity for influencers to share in the way that is unique to them Stimulate conversations and be a part of the environment that your customers are in Constantly measure and evaluate the opportunities and outcomes