Differentiate Yourself From the Competition: 15 Sales Experts Share How jennypoore
We all want to believe that we do a better job than anyone else, that no one else can compare. And while confidence is an important part of succeeding in sales, it isn’t true.
A company’s success is largely based on its ability to articulate and execute why it is DIFFERENT and BETTER than the competition.
Being “better” than someone else won’t get you very far. It might just make you feel good in the short-term. And assuming that your competitor will never “catch up” to you is a dangerous game to play.
If you bring this down to the salesperson’s level, those that tend to succeed are skillful at catching their prospect’s attention. They offer information. They send a ‘thank you’ note. They think ahead. On the flip side, the average low-performing salesperson requests information and time from their prospect (rather than offering it), avoids sending a handwritten thank you note (because that would “take too long”), and thinks on the fly (rather than thinking ahead).
Successful salespeople seek to be different, not just ‘better’. Because being different makes them better (i.e. more successful) in the long run.
We were curious about how our fellow sales pros thought about differentiation at the salesperson’s level, so we asked a few experts this question:
“What is ONE way a salesperson can differentiate him or herself from their competition?”
http://www.salesengine.com/sales/differentiate-yourself-from-the-competition-15-sales-experts-share-how/
Meanwhile, “the Internet” is the unmarried maximum essential issue that has been converting all techniques and approaches to steer an easy existence way.
Do you suspect ever that the range of net customers is growing daily with the aid of using a day? Is it viable to prevent the increase?
Now, the maximum of the time in a day, humans live on-line for numerous purposes.
Just now, when you have an enterprise which you choose to sell to the goal audience, you then definitively don’t want to attain them physically.
You can attain them virtually, for that, you want to have a web reference to technological gadgets like computers, cell phones, tablets, etc.
How can you help new product managers hit the ground running? Here is product management advice we share at HubSpot when onboarding new product leaders to the team. Check out the blog post here: http://product.hubspot.com/blog/9-lessons-from-onboarding-new-product-managers
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
Differentiate Yourself From the Competition: 15 Sales Experts Share How jennypoore
We all want to believe that we do a better job than anyone else, that no one else can compare. And while confidence is an important part of succeeding in sales, it isn’t true.
A company’s success is largely based on its ability to articulate and execute why it is DIFFERENT and BETTER than the competition.
Being “better” than someone else won’t get you very far. It might just make you feel good in the short-term. And assuming that your competitor will never “catch up” to you is a dangerous game to play.
If you bring this down to the salesperson’s level, those that tend to succeed are skillful at catching their prospect’s attention. They offer information. They send a ‘thank you’ note. They think ahead. On the flip side, the average low-performing salesperson requests information and time from their prospect (rather than offering it), avoids sending a handwritten thank you note (because that would “take too long”), and thinks on the fly (rather than thinking ahead).
Successful salespeople seek to be different, not just ‘better’. Because being different makes them better (i.e. more successful) in the long run.
We were curious about how our fellow sales pros thought about differentiation at the salesperson’s level, so we asked a few experts this question:
“What is ONE way a salesperson can differentiate him or herself from their competition?”
http://www.salesengine.com/sales/differentiate-yourself-from-the-competition-15-sales-experts-share-how/
Meanwhile, “the Internet” is the unmarried maximum essential issue that has been converting all techniques and approaches to steer an easy existence way.
Do you suspect ever that the range of net customers is growing daily with the aid of using a day? Is it viable to prevent the increase?
Now, the maximum of the time in a day, humans live on-line for numerous purposes.
Just now, when you have an enterprise which you choose to sell to the goal audience, you then definitively don’t want to attain them physically.
You can attain them virtually, for that, you want to have a web reference to technological gadgets like computers, cell phones, tablets, etc.
How can you help new product managers hit the ground running? Here is product management advice we share at HubSpot when onboarding new product leaders to the team. Check out the blog post here: http://product.hubspot.com/blog/9-lessons-from-onboarding-new-product-managers
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
You Never Wanted To Be a Salesperson. But Here You Are! jennypoore
The funny thing about sales is that, for the most part, no one wanted to be a salesperson growing up. The reality today is that all of us do some type of selling – but we often don’t call it that. Rather, we spend the majority of our time persuading, influencing, and moving others. Think about it. What we do each day has some sort of selling component. We don’t all have to be a stereotypical used car salesperson to consider ourselves salespeople. We’re all selling anyway.So, we didn’t go to school to be salespeople. But we find ourselves in positions that require the knowledge, skill, and discipline of selling. And I’m willing to bet that the majority of the people reading this didn’t go through any formal training before, during, or after taking on a “sales” role. For better or worse, most of us learn how to sell on the job. We pick up the phone, create our own prospect lists, and do the grunt work that sales can sometimes require. It’s not easy. And it requires a lot of grit, determination, and discipline to onboard as a salesperson, especially when you’re a rookie.
In an effort to share some sales wisdom with the relatively inexperienced salespeople of the world, we reached out to several sales experts. We asked them to answer this question:
Knowing what you know now, what advice would you give yourself in your first 3-6 months as a salesperson?
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
Nonprofits spend considerable time reaching out to supporters via Twitter, Facebook, and other social networks. But most groups aren’t properly measuring whether these efforts are worth the time and cost. And it can seem like a daunting task to put together an effective strategy for collecting and analyzing data about your social-media efforts. Beth Kanter shares tips for how to measure your social media efforts.
Success with Content Marketing Campaigns: 9 Rules for effective sales follow upIncisive Media
Incisive Media have been delivering content marketing leads for technology vendors for over 13 years.
During that time we have noticed a puzzling difference between our vendor clients: some made a solid and immediate return on investment, their content generating a steady stream of interest from IT buyers and decision makers, with a sizable proportion of interested parties going on to purchase; others struggled, their sales follow up failing to get traction with the leads.
This paper is a summary of what we found by digging deep into the differences in our clients’ approach, and represents our understanding of what sets the successful apart from the unsuccessful.
To be effective at outbound marketing, one must first have a clear understanding of what it actually means. Outbound marketing by definition refers to paid advertising and media services. That sounds simple enough, but outbound marketing is complex, in part because it rarely exists in a vacuum. It is important to understand the complex relationships and interdependencies between paid (outbound), owned (inbound) and earned media before launching any campaign.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
You Never Wanted To Be a Salesperson. But Here You Are! jennypoore
The funny thing about sales is that, for the most part, no one wanted to be a salesperson growing up. The reality today is that all of us do some type of selling – but we often don’t call it that. Rather, we spend the majority of our time persuading, influencing, and moving others. Think about it. What we do each day has some sort of selling component. We don’t all have to be a stereotypical used car salesperson to consider ourselves salespeople. We’re all selling anyway.So, we didn’t go to school to be salespeople. But we find ourselves in positions that require the knowledge, skill, and discipline of selling. And I’m willing to bet that the majority of the people reading this didn’t go through any formal training before, during, or after taking on a “sales” role. For better or worse, most of us learn how to sell on the job. We pick up the phone, create our own prospect lists, and do the grunt work that sales can sometimes require. It’s not easy. And it requires a lot of grit, determination, and discipline to onboard as a salesperson, especially when you’re a rookie.
In an effort to share some sales wisdom with the relatively inexperienced salespeople of the world, we reached out to several sales experts. We asked them to answer this question:
Knowing what you know now, what advice would you give yourself in your first 3-6 months as a salesperson?
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
Nonprofits spend considerable time reaching out to supporters via Twitter, Facebook, and other social networks. But most groups aren’t properly measuring whether these efforts are worth the time and cost. And it can seem like a daunting task to put together an effective strategy for collecting and analyzing data about your social-media efforts. Beth Kanter shares tips for how to measure your social media efforts.
Success with Content Marketing Campaigns: 9 Rules for effective sales follow upIncisive Media
Incisive Media have been delivering content marketing leads for technology vendors for over 13 years.
During that time we have noticed a puzzling difference between our vendor clients: some made a solid and immediate return on investment, their content generating a steady stream of interest from IT buyers and decision makers, with a sizable proportion of interested parties going on to purchase; others struggled, their sales follow up failing to get traction with the leads.
This paper is a summary of what we found by digging deep into the differences in our clients’ approach, and represents our understanding of what sets the successful apart from the unsuccessful.
To be effective at outbound marketing, one must first have a clear understanding of what it actually means. Outbound marketing by definition refers to paid advertising and media services. That sounds simple enough, but outbound marketing is complex, in part because it rarely exists in a vacuum. It is important to understand the complex relationships and interdependencies between paid (outbound), owned (inbound) and earned media before launching any campaign.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
Compelling content is at the heart of every successful marketing strategy today, the fuel for your Demand Generation engine. Learn how to create it and where to put it.
The Definitive Guide to Engaging Content MarketingĐức Lê
Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.
In this comprehensive, 110+ page guide, we cover topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program.
You'll learn how to:
Identify and map your buyer personas and journeys
Develop your brand voice and style guide
Optimize your content mix and create an editorial calendar
Resource your team and extend the shelf life of your content
Measure and optimize your content
The Definitive Guide to Engaging Content MarketingAutonomy Hub
Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.
In this comprehensive, 110+ page guide, topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program.
You'll learn how to:
Identify and map your buyer personas and journeys
Develop your brand voice and style guide
Optimize your content mix and create an editorial calendar
Resource your team and extend the shelf life of your content
Measure and optimize your content
Customer Journey Maps and Buyer PersonasGoodbuzz Inc.
Today’s buyers have more ways to interact with businesses than ever, but this increase in communication channels and platforms doesn’t necessarily translate to a positive customer experience: Only 22 percent of consumers say the average retailer understands them as an individual, and only 21 percent say the communications they receive from the average retailer are “usually relevant.”
Did you ever wonder how you can detect powerful consumer insights and set them apart from the ones that won’t be game changers? What is a good insight and how can it be a springboard for future marketing actions? The path we follow to uncover these deep and potent insights here at InSites Consulting is elaborated here. In this paper, the focus lies on insight validation, the often skipped but necessary step in the consumer insight process and how insight validation can help unlock the insights with the greatest innovation, activation or branding potential.
Content Marketing for the Life SciencesChris Conner
Manage your content marketing like a product. Why start from scratch on every campaign? You'll save a lot of effort by creating a collection of content that serves your customers and then adding functionality (new content) on a regular basis.
This SlideShare shows you why it's a good idea and what you need to get started.
What Skills do B2B Marketers Need to be Truly Effective in 2014?Klaxon
Presentation delivered by Andy Bargery of Klaxon at a conference in London called The Evidence, March 2014.
The conference was organised by B2B Marketing Magazine and revolved around entries into the B2B Marketing Awards in 2013. This presentation was based on the submissions to those awards.
How to Build Marketing Presentations for Webinarstodd.lewis
Marketing webinars can build awareness of your company, help advance prospects along the sales cycle and establish you as a thought leader in your field. Or they can frustrate and annoy your audience so that they never want to hear from you again!
Join Ken Molay, president of Webinar Success and a former director of product marketing, as he presents practical guidelines for creating webinar presentations that engage your audience and create sales interest.
In this one-hour, interactive webinar you'll:
* Find out how to hook an audience quickly and make them want to pay attention.
* Learn the commonly used presentation technique that actually works against you in a webinar.
* Get examples of proper structure and flow for a marketing webinar.
* Hear much more practical advice on building engaging webinar presos.
Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.
Evolution Digital discuss how content plays a huge role in generating website traffic and increasing your sales at eCommerce Expo Ireland 2016 on April 19th in Dublin, Ireland.
2017 Landscape Industry Digital Marketing ReportJeff Korhan
Jeff Korhan and Landscape Management magazine partnered to benchmark the digital marketing practices of the landscaping and lawn care industry. This digital marketing report is the result of that original research and expert analysis.
Up, Down and Sideways: Going the Distance With Your Content MarketingJeff Korhan
Description
In the world of marketing, the winners not only create helpful content, but then make the most of it by strategically planning how to reformat, repurpose, and redistribute it up, down, and across appropriate channels.
In this webinar you will learn from the ground up how to build an audience with your content to attract new speaking opportunities, book deals and consulting clients, and most important, how to do it smarter, better and faster.
Participants Will Learn
#1 – Learn the essential 4 Pillars of Online Marketing™ that are either helping or hurting your SEO, and how to get them right.
#2 – Learn how to build a timesaving content generation system that progressively refines your content as it is reformatted, repurposed, and redistributed.
#3 – Learn why personal content curation is a leading trend, and how for a minimal time investment you can leverage it to help your communities.
Speaker Bio
Jeff Korhan is the author of Built-In Social and host of This Old New Business podcast. He helps businesses adapt traditional sales and marketing practices to a digital, social, and global world. Jeff is a trainer and coach for small business, and a keynote speaker for the associations and member organizations that support them. Connect with him on Twitter @jeffkorhan and learn more at JeffKorhan.com
Essential Social Marketing Practices for Every Small BusinessJeff Korhan
This Social Marketing program was presented to transportation, hospitality, and tourism professionals at the ABA Marketplace 2012 in Grapevine, TX by Jeff Korhan - an authentic, informative, and inspiring speaker who helps mainstream small businesses use social media and Internet marketing to increase their influence, enhance customer relationships, and accelerate growth.
Using QR Codes to Enhance Marketing, Sales, and Customer ServiceJeff Korhan
This QR Codes program was presented to transportation, hospitality, and tourism professionals at the ABA Marketplace 2012 in Grapevine, TX by Jeff Korhan - an authentic, informative, and inspiring speaker who helps mainstream small businesses use social media and Internet marketing to increase their influence, enhance customer relationships, and accelerate growth.
Relationship Selling in The Local EconomyJeff Korhan
This program was presented at the 14th Annual Snow and Ice Symposium - The Four Greatest Days of Snow, on June 24th, in Schaumburg, IL for members and guests of the Snow and Ice Management Association.
Strategic Social Networking on The Humanized WebJeff Korhan
This program was presented at the 14th Annual Snow and Ice Symposium - The Four Greatest Days of Snow, on June 24th, in Schaumburg, IL for members and guests of the Snow and Ice Management Association.
Increasing Marketing Effectiveness with Social Media EngagementJeff Korhan
This program on the fundamentals of social media marketing was presented to tree care professionals at the 2010 TCIA EXPO in Pittsburgh, PA on November 11th.
How Tree Care Professionals Can Use Social Media to Grow Their BusinessJeff Korhan
This is a webinar intended to preview the fundamentals of social media marketing in advance of a more in depth session for tree care professionals at the 2010 TCIA EXPO in Pittsburgh, PA on November 11 at 7:30 a.m. That session is entitled Increase Your Marketing Effectiveness with Social Media Engagement.
Aligning Social Media Strategy for Association Events - #2Jeff Korhan
This webinar on April 21, 2010 was the 2nd in a two part series by Jeff Korhan and Brian Birch on effectively using social media for association events. The webinar host was Engage365.org, an online community of meeting planners, association execs, and thought leaders committed to advancing the use of social media at a conventions and events.
This program was presented at the 2010 Winter Management Conference of the Tree Care Industry Association (TCIA), which represents approximately 2,100 tree service and affiliated member companies. .
The conference was held at the Hilton Waikoloa in Kona, Hawaii.
Social Media Marketing for Entrepreneurs: Get New Customers Now!Jeff Korhan
This was the keynote presentation for the 2010 Tent Conference for the The Tent Rental Division of the Industrial Fabrics Association International, the only international trade association focusing on the tent rental market.
The conference was held at the Scottsdale Plaza Resort in Scottsdale, Arizona.
Green Industry Business Trends for 2010Jeff Korhan
This presentation was prepared especially for 75 executives representing green industry landscape, lawn, and tree care companies. The educational retreat was hosted by a private client and leading industry producer.
Getting to Page One of Google with Social Media MarketingJeff Korhan
This presentation was presented at the annual GIC - Green Industry Conference in Louisville, Ky. This is a premier event that is attended by nearly 2,000 green industry professionals. It is held in conjunction with the GIE - Green Industry Expo.
Using Social Media Marketing to Get New Customers Now!Jeff Korhan
This presentation was presented at the annual GIC - Green Industry Conference in Louisville, Ky. This is a premier event that is attended by nearly 2,000 green industry professionals. It is held in conjunction with the GIE - Green Industry Expo.
This presentation is a webinar for TCIA - The Tree Care Industry Association. Attendance was limited to those tree care professionals signed up for the Winter Management Conference to be held on February 9 -11, 2009, in Kona, HI.
Jeff will be working directly with the green industry professionals that attended the webinar to help them ramp up their social media marketing efforts prior to his presentation in Kona.
1. HOW DO THEY DO THAT?
expert advice on implementing strategies
EXTEND
Your BUYER
Relationships
How to build a distinctive
brand experience with content
2. June 2016 | SPeaKeR | 33
by JEff Korhan, mba
E
veryone eventually learns the
key to building relationships
with buyers is getting them
to know, like and trust your
business. While this has
always been true, how it’s accom-
plished has changed. Product and serv-
ice excellence were once the keys to
winning the hearts and minds of buy-
ers, but that is now an expectation.
Today, the key is learning how to
create the exceptional customer service
experiences that add value to those
products and services. One way to
accomplish this is content marketing.
Why Content?
Once you engage them, buyers become
invested in their relationship with your
business. This starts the moment they
discover your business and continues
until long after you step off the plat-
form. You can enhance that relationship
and the comprehensive experience
with your products and services with
targeted content.
The Content Marketing Institute
defines content marketing as “the
creation and distribution of valuable,
relevant and consistent content that
attracts, engages and inspires a clearly
defined audience, with the objective to
ultimately drive profitable actions.”
As marketers, we used to exclusively
promote our speaking services and edu-
cational products. Now we promote
everything that progressively adds
value to them at every stage of the
buyer's journey.
From the buyer’s perspective,
valuable content literally becomes
part of the product, thereby enhancing
the customer experience. This content
can come in the form of blog posts or
articles, videos, white papers or other
useful materials.
3. 34 | SPeaKeR | June 2016
the right time. Breaking the code on
that process is an ongoing challenge.
Insight No. 5: Decision Criteria. What
motivates buyers can be a complex
process that ultimately is based almost
entirely on emotion. The decision crite-
ria often surprise companies that are in
love with their products and services.
It’s more important to fall in love with
the people who become your customers.
When you have a clear understand-
ing of your ideal audience, you will
likely discover there are multiple buyer
personas. This is important because it
helps you to personalize your content
to create an experience that addresses
each persona’s unique pain points. As
you know, if your marketing speaks to
everyone, it speaks to no one.
Now, Feel This
Because customers can readily share
their experiences across many commu-
nication channels, everything your busi-
ness does is marketing. What is shared
is usually the result of either an amaz-
ing--or inferior—customer service
experience because average experiences
are not talked about.
That is why it’s vital to understand
what buyers are seeing, thinking, feel-
ing and doing so that you can create
content that adds value to that experi-
ence. A simple tool called an empathy
map can help accomplish this. Grab a
whiteboard and sit down with your
team. On sticky notes, jot down every
interaction that buyers or audience
members have with your business.
The objective is to develop a deep,
personal empathy for their needs and
wants as you iterate the experience.
Insights into Your audience
To know what content will help address
their pain points, it’s critical that you
understand your audience. Adele
Revella, founder of Buyer Persona Insti-
tute, suggests interviewing buyers or
audience members one-on-one to gain
insights from their story. Using The
Five Rings of Buying Insight, Revella
lays out a predictable path for creating
experience-driven marketing that helps
buyers who feel lost.
“Many buyers give up because
nobody is really helping them,” she
says. “This is the big opportunity.”
Insight No. 1: Priority Initiative. Deter-
mine the most compelling reasons buy-
ers decided to invest in your solution,
and develop strategies that trigger these
actions in the future.
It is recommended this information
be acquired by personally interviewing
eight to 10 buyers to learn the exact
words they use to describe what trig-
gers their process. You may learn that
the meeting planner may be the eco-
nomic buyer, but a committee is techni-
cally the decision maker.
Insight No. 2: Success Factors. The
results your buyer expects to achieve
from a solution like yours, and the risks
involved with achieving it, must be
clearly understood.
You must understand the changes or
outcomes your buyer expects from
your solution so that this can be
reflected in your marketing. Also, show
how those outcomes are uniquely
achieved, such as a data-driven presen-
tation that is also entertaining.
Insight No. 3: Perceived Barriers. Every
industry has its perceived barriers.
Using your content to remove them
often involves pulling back the curtain
and sharing relevant stories that res-
onate with buyers.
There are countless negative percep-
tions speakers must overcome to give
the buyer confidence that he or she will
deliver. Demonstrating that you have a
way to eliminate these obstacles is vital.
Many speakers promise the moon on
the topic of social media, but I have
had success by being honest about the
actions the audience must take to suc-
ceed.
Insight No. 4: Buyer’s Journey. Buyers
seldom make decisions in isolation.
Understanding these influences enables
a business to allocate resources to
address these needs.
If yours is a high-consideration pur-
chase, such as a keynote or critically
important safety training, there are
likely multiple decision makers who
must receive the right information at
“It’s vital to understand what
buyers are seeing, thinking,
feeling and doing.”
4. June 2016 | SPeaKeR | 35
In general terms, here is a description
of what I want buyers to feel throughout
their experience with my business:
• Curious because they’ve heard good
things or consumed my content online
• Excited to meet me or engage online
because they like what they’ve
learned from that first touchpoint
• Patient to give me the opportunity
to explain our process
• Confident moving forward because
everything seems to make sense
• Safe when we get into things that
can be challenging, such as budget-
ing, choosing a program and com-
mitting to contracts
• Trusting that I’ll deliver on the
promises I’ve made
• Hopeful that I’ll deliver even more.
The key is ensuring that the experi-
ence you are delivering helps potential
buyers actually feel these emotions.
How can you create an experience that
encourages buyers to feel confident
rather than anxious? Or trusting and
hopeful rather than doubtful? Part of
that experience can be achieved with
strategically crafted content.
The Right Content at the RightTime
Most marketers place their greatest
emphasis on customer acquisition, but
that may not necessarily be right for
you. Maybe your focus should be on
repeat business, for example.
As a speaker who does a lot of associ-
ation work, my greatest challenge is con-
vincing meeting planners who are happy
with my work to bring me back the fol-
lowing year, as opposed to finding a
“fresh face.” I’m always looking for
ways to extend the experience with an
organization’s leadership and members.
Robert Rose of the Content Market-
ing Institute often says, “Create the
least amount of content with the most
impact.” More content isn’t necessarily
better. Never mind that there is a limit to
how much content we can create. That’s
why it’s important to look at the points
along the buyer’s journey where your
content can have the greatest impact.
For example, when I received feed-
back about a recent talk, it included an
attendee comment about wanting more
specific industry examples. I saw this as
an opportunity to suggest to the meet-
ing planner that if one person needed
more information, I should address it
for everyone because they also may
need more. So, I created clarifying con-
tent specific for them that they could
include in their newsletter, thereby suc-
cessfully extending the relationship.
While I still agree to write articles as
requested to “build buzz” before an
event, using content to extend my
experience with the audience after an
event is now a standard practice, too.
For many speakers, this period after
an event is a key opportunity because
that is when the relationship either
ends or grows. This blind spot could
become your competitive advantage if
you dedicate your best talent and con-
tent to this critical touchpoint.
Many speakers tell me they have lots
of valuable content. But that content
only has value if it is strategically posi-
tioned to help create exceptional cus-
tomer experiences that get your
audience to better know, like and trust
your business.
Jeff Korhan, MBA, is the
author of Built-In Social
and founder of Landscape
Digital Institute. He helps
organizations create excep-
tional customer experiences that drive
business growth. Connect with him on
Twitter @jeffkorhan and learn more at
JeffKorhan.com.
IDEAS
Feeling Doing
Seeing Thinking