Name: Creating compelling stories that Buyers Care About
Start: 2022-03-01T15:00:00Z
End: 2022-03-01T15:00:47.000Z
Location: BrightTALK
Rating: 5

New and on-demand content from dozens of global sales authors, speakers, researchers, coaches, trainers & thought leaders. If it's about selling, sales management or sales productivity, this channel is where you'll find it!

In 2022 (our sixth year!), we're getting back to our roots: creating free & fabulous content for the global sales community. That's all we aim to do -- helping YOU get information you need to succeed in sales. 

A round up of your Messaging Education – reviewing the key components to drive excellence in buyer messaging. In this session you will learn:
• What we did differently in 2022 that worked
•	Considerations for upgrades and changes in 2023
•	Building value in every piece of content: from the web to the salesperson’s conversation

What did we learn – what we did differently in 2022

Are you having a VALUE conversation with your buyers? The 2022 Year in Review

Is your messaging buried in different playbooks? Or not at all? Making sure that everyone who faces a buyer is using the right message at the right time requires coordination, access to all the messaging and guidance on where and when to use what. In this session you will learn:
• Making the case for a single messaging playbook
•	The necessary components of an actionable and practical messaging playbook
•	Tips for gathering and integrating each piece of the playbook

On the Same Page:  Integrated Marketing and Sales Messaging Playbook

Giving Sales the right messaging often is not enough. Making sure that they have “mastered” the Message takes more planning, effort, and buy-in. In this session you will learn:
• How to conduct the right internal launch for message readiness
• What tools are needed with the messaging to achieve mastery
•	How to “install the message” so that buyers get a consistent message, no matter how they engage with you
•	Getting sales involved in your external message launch

Mastering the Message: How Marketing can “Install” Messaging

A one-size-fits-all message fits no one. The reality is that there are distinct types of messaging that need to be layered to gain buyer’s interest, engagement, and trust. When do you use a brand message, a product/service message, a buyer-focused message? In this session you will learn how to:

Move to Integrated messaging that creates a flow dialogue with a buyer
Integrate marketing and sales messaging smoothly

Build a messaging hierarchy that everyone can follow – including the buyer

Staying “On Message” – 5 Ways Marketing and Sales can Keep from Screwing Up

Conducting a real conversation instead of a “pitchy” one requires inserting some strategy into your preparation. A small percentage of us can do this naturally – but the rest of us may need a roadmap to develop a conversation that is memorable and truly buyer-focused. In this session you will learn:
• The components of a great conversation
• How to map the stream of conversations to the buyer’s journey
•	Embedding questions that move the conversation forward
•	The DOs and DON’Ts to refine your conversational style

The Art & Science of a Buyer Conversation

Every sales situation with a specific account can be different. At the account level, how can salespeople take marketing content closer to prospects & customers in a meaningful way? In this session, you will learn to:
• Take product/service/solution content and personalize for a particular industry
•	Extract and define the key points by title/role for simple customization
•	Integrate discovery questions to drive the content messaging in a personalized way.

5 Ways a Seller can personalize content

Sales managers often get set-up to fail. You’ve heard this story. Top salesperson gets promoted to sales manager, only to discover the skills needed to develop and lead a sales team are very different than those of a seller---especially in difficult times. With education and training, many sales leaders end up hiring culture misfits or have trouble transferring the skills and habits that made them a resilient and successful producer. 
There is a better way.  
And that better way is learning how to incorporate emotional intelligence skill into your sales leadership processes.
Learning Outcomes: 

1.Discover how to hire for Sales EQ. Stop hiring whiners and non-coachable salespeople. Start hiring resilient, coachable salespeople that can sell in any environment. 
2.Uncover the invisible reasons your sales team doesn’t consistently execute the right selling skills and behaviors. 
3.Improve your ability to train and coach your salespeople to the “next level.” 
4.Build your sales team’s resiliency muscles. Create sales teams that bounce back quickly from adversity and failure.  
5.Create sales cultures that embrace learning and change rather than fear.

Emotional Intelligence For Sales Leadership

Today’s demanding buyer doesn’t have time or respect for Sales Professionals. In this session, we are interviewing buyers who will share their insight on exactly what they like and don’t like about sales professional’s approaches & actions. The following buyers will share their perspective on price, value and building trust:
Susan Ryan, Merchandising Team Manager at Home Hardware Stores Limited 
Ryan Escalante, Key Account Manager at ReSource Group Canada
Marianne Thompson, Vice President, Merchandise LBM at Home Hardware Stores Limited
You’ll learn what it takes to get a buyer’s attention, secure a meeting, earn their business and ultimately a long-term partnership. A great session to get inside the buyer’s mindset as they reveal what it takes to earn their business.

You will learn:
 
4 States of the Consultative Culture – what state are you in?  
Insights from different buyers on how to provide more value in your meetings & become their trusted partner
Other than price, what is most important to buyers

Cracking the Buyer Code – What do they REALLY want from Sales Professionals?

Let’s discuss the good, bad, and ugly of elevator pitches. It is a necessary evil but often the homework to create a good one does not get done. In this session you will learn:
• The different types of pitches and how to choose the right one
•	The anatomy of a great elevator pitch (and what lousy ones look like)
•	How to craft pitches (if you must pitch) that are engaging

I Hate Elevator Pitches – and why we need to be better at them.

Launching a new medical device or any product that requires FDA approval is difficult and time-consuming. The process can be long and frustrating. It is particularly frustrating if you make these mistakes that can set you back months, even years!

Med Tech Launch Mistakes

Even if you do everything right there are still surprises that could slow or halt your launch. It’s hard to be prepared for the unexpected, so it’s a good idea to have a Plan B.

Med Tech Launch Surprises

At the time of this event, we are in the midst of the COVID-19 era, which is challenging us all personally and professionally. Prospects and customers are preoccupied with the ways their lives are being changed, and there are very few opportunities for face-to-face meetings. Many organizations are already prepared for the social-distancing reality but many are not. This online event will help equip you and your organization with strategies and tactics to build your business and come out of the crisis nimbler, stronger, and better equipped for the future. Specifically, we will cover: 

The best strategies to effectively market and sell in the new environment. 
Remote marketing and sales models that produce great results.
How to refine your messaging to meet the new reality. 
How to stay in touch with prospects and customers without being annoying. 
What is working today in B2B marketing…and what isn’t.
Why you may need to change your mindset for the new reality. 
The objective of the presenter is to provide you with a fresh perspective, important insights and actionable marketing and sales tactics to help you “make lemonade” out of the current “lemon” environment to grow your B2B business. 

You will learn: 

1.How to assess your current market and sales readiness.
2.How to tell if you have the right marketing and sales model.
3.What factors will be most important to your future success. 
4.The five keys to create a more compelling message. 
5.Why smaller and more flexible companies can come out as winners.

How to Grow Your B2B Business in Challenging Times

Highly persuasive individuals, including many top-performing sales professionals, engage prospects by using similes, metaphors, anecdotes, and illustrations. They not only ask open-ended questions but listen intently to their prospects’ stories, histories, and backgrounds to elicit valuable information and make deep HUMAN connections. This communication style allows sales professionals to sell more efficiently and effectively.

As a sales professional, telling stories can foster dialogues that ultimately inspire and motivate your clients to act. Story Selling is intended to help sales professionals create momentum that leads to identifying and closing opportunities. Remember, people buy emotionally but rationalize intellectually.

In this webinar, we will provide participants with a storytelling framework that helps them to craft the setup, conflict, turning point, and resolution of a story. In addition to the framework, we really focus on two areas: how to build a great story and how to tell a great story. We will teach you to use the right words, incorporate data, use visuals, and discuss what gestures, voice, and expressions are best to use and avoid.

You will learn: 

- Make an emotional connection with customers and prospects
- Draw your customers’ attention to your key issues and messages
- Inspire and motivate customers to act
- Learn how to make more memorable presentations and speeches
- Identify opportunities to use storyselling

StorySelling for Results!

Marketing and salespeople know that they need a call-to-action to encourage a buyer to connect. Yet too many of them are generic and not engaging. There is both an art and science to craft marketing and sales CTAs. In this session you will learn how to:
• Better define the action you want to create
•	Evaluate standard CTAs – what works, what doesn’t?
•	Leveraging your buyer research to develop CTAs with meaning

Calls-to-Action – What works to increase buyer engagement?

Sometimes it’s not about what to start doing, it’s about what to stop doing. From an early age, most of us are taught to avoid failure and achieve success. 
Fast forward: sellers in every industry silently suffer because they have a fear of failure, rejection, and the word, no. It's the elephant in the room because it's not often discussed.
The answer isn't to pretend rejection doesn't exist. Or to avoid risk taking at all costs. But how do we take the obstacle of rejection that's so negative and make it a positive asset? That's what this webinar is all about. 

You will learn:

1.The mental framework that must be adopted to stop fearing failure 
2.Making rejection profitable by finding the value
3.How to stop taking ‘no’ personally
4.The secret of expanding the comfort zone
5.The five failure levels and how to move through them for sales success

Essential Strategies for Overcoming Fear of Rejection

Referrals are your ticket to the C-Suite—to any decision maker, for that matter. The biggest challenge sales managers face is lead generation: getting a consistent stream of qualified leads and reaching ideal prospects quickly. Referral selling solves these prospecting problems and more. Referrals are the fastest revenue-driver with no marketing costs, a 50%+ close rate, and pre-qualified leads in the pipeline. 

Yet, 95 percent of companies haven't adopted a systematic, disciplined, referral program with metrics, skills, and accountability for results—even though generating referral leads is their most productive outbound prospecting strategy. Sales reps don’t need to jump through hoops to get meetings. They always get a meeting, because they receive introductions from their prospects’ trusted colleagues. 

Whether you make cold calls now or not, leverage the power of your referral network and hit your sales numbers without hitting the phones. Your business development will never be the same. It's the one-call referral meeting!

You will learn:

1.Why referrals are gold—and yet almost no one is investing in their development
2.The biggest reason you’re not getting the referral business you think you’re entitled to
3.3 referral traps to avoid
4.How to jump-start referral selling today

Score Meetings with Prospects in One Call

Sales is the heart of your business. It pumps the lifeblood through your organization. Managing your own sales or your team’s sales is critical to your sales success. Be fanatical about it. You need to be fanatically focused on your sales funnel to be able to see results like you have never seen before.

Understanding your funnel:

Predicting revenue
Setting priorities
Allocating resources

Being Fanatical About Your Funnel

In this webinar, Enterprise Sales Expert, Michael Griego of MXL Partners, will address 10 keys from his upcoming book, No Excuses! A Better Way to Sell.

No Excuses! A Better Way to Sell

Storytelling sounds like a great idea – but how do you combine interest and purpose in a compelling way? In this session you will learn how to:
• Move towards the client and away from standard case studies
• Get to the heart of a story that will really engage a buyer
• What makes an exceptional story – elements and tips

Creating compelling stories that Buyers Care About

Account Based Marketing

Marketing

Messaging

Sales

Sales Effectiveness

Sales Enablement

Sales Productivity

Storytelling

Value

Value Proposition

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Demand Generation

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

Webinar and Video Marketing

Get powerful marketing insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which marketing strategies and techniques are driving customer and revenue growth.

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

The inside sales community on BrightTALK is made up of thousands of engaged inside sales professionals. Learn best practices for teleprospecting and lead qualification as well as advice for implementing sales prospecting tools. Join the discussion by attending on-demand and live inside sales webinars and round tables.

Inside Sales

The sales management community on BrightTALK is made up of thousands of sales management professionals. Learn about sales training ideas and techniques while improving pipeline development strategies. Join the conversation by participating in live sales development and management webinars and round tables.

Sales Strategy

Get powerful insights on how to best serve today's customers. If you want to create a successful customer experience today, you will have to appeal to the need for “alone together” time. Millennials, Gen X, Boomers or Silent Generation all look for shared but individual experiences.

Customer Experience

Get powerful sales management insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on the sales strategies that are generating record-breaking booking, revenue and retention numbers.

The sales community on BrightTALK brings together thousands of engaged sales professionals. Learn about careers in IT sales and marketing, sales techniques and selling strategies. Join the discussion by participating in on-demand and live sales webinars and summits with leaders in the sales industry.

Get powerful human resource management insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which HR practices and strategies have been shown to be effective in retaining and growing talent.

Human resources is intrinsically linked to business success and requires a thoughtful balance of a variety of complex issues. The human resources community on BrightTALK is made up of thousands of professionals in human resources exchanging human resources best practices and advice. Watch hundreds of on-demand webinars for immediate information or participate in upcoming live webinars and have your questions answered by respected HR thought leaders.

Human Resources

In today’s economic climate, successful small businesses need to overcome an array of challenges. Client dependence, legal issues, small business financing… as an entrepreneur, where can you find the information you need to help inform your decisions? In the small business management community, discover how you can create a successful small business from the business plan up!

Small Business

Leadership styles are continually evolving to incorporate new ways of thinking about employee satisfaction, motivation and performance. Find webinars and videos on the strategies, techniques and qualities that make an effective leader. By participating in this community you will gain insight into current leadership theories and how to optimize employee performance.

Leadership

Get powerful operations insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which systems and processes are driving operational efficiency, maximizing value and customer success.

Operations

In the business management community, commercial experts will be sharing webinars and videos on an array of subjects. From sales and marketing, to finance, productivity and growth, this content will help you stay up-to-date with the current economic environment and provide timely management insight to drive business growth.

Creating compelling stories that Buyers Care About

Presented by

About this talk

The Sales Education Channel