Sales Thinker Radio

“Digital Fingerprint.”  That’s the phrase that stuck in my head more than anything else after this interview with Richard Brock, Chairman and CEO of LeadLife Solutions. It’s pretty clear that we all have our own unique digital fingerprint.  We all go to web pages and download things that are of particular interest to us, and invest a lot time on pages that are especially relevant according to our own unique set of interests and needs. But how can a sales professional use that fact to sell more? Talk to Richard for a while, and it starts to become clear.  Think of all the digital content you have that helps you sell; web pages, white papers, e-mail newsletters, customer testimonials, application examples, etc. , etc., etc.  Even if every single piece of that digital content is excellent, only a tiny fraction of it is relevant to any given buyer.  So the trick is guide the buyer along a path through that mass of content - to point the buyer to the information of most interest to the buyer. You’d also want to have the timing down right.  If there are 10 pieces of great, highly relevant content, should you dump it all on the buyers head right now?  Or just present 2 of those pieces now and then 2 more a week for the next 4 weeks.  Or 4 now and 1 more a week for the next 8 weeks?  Or… Well, if you could actually analyze a buyer’s digital behavior, you could in fact do exactly that.  And that would lead to more sales.  And that is what LeadLife’s “brawn and brains” can help you accomplish.  Pretty heady stuff! We also talked a lot more about LeadLife value, CRM, marketing automation, the new, much longer, buyer-controlled buy and sell cycles, getting sales reps to actually want to use digital tools.  And…  banana pudding.  You have got to listen to this whole discussion if for nothing else to understand the banana pudding analogy.  It’ll help you sell more.