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Sales and Marketing Are NOT Mutually Exclusive - Wes Schaeffer - YouTube
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entrepreneurs will go into business and
they think that hey build a better
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mousetrap right just build it and they will come and then they realize it's
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not true after their best friends their
parents and maybe a couple highschool
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buddies are done buying from them they
realize they have to get the word out
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and they have to get paid what for what
they sell and then they realize oh my
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gosh I better get good at sales and
marketing before I go out of business
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welcome to Mohammed entrepreneur today
we have West Schaefer who is the sales
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whisperer a fiercely pragmatic
entrepreneur our sales trainer
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copywriter and speaker he's written
three books on sales marketing and
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entrepreneurship and it's helped 2,400
of the world's foremost speakers authors
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coaches and sales gurus achieve
monstrous growth by implementing his
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repeatable transferable and proven
processes into their businesses thanks
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so much for being here rolls right off
your tongue doesn't it yeah the monster
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is a bro that's what we're all looking
for isn't it so just on the grass where
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we go so um tell me what is your unique
skillset Wes
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oh my unique other than juggling yeah
okay all right well I realized early on
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that I was able to how that doesn't
count with classes with water in them so
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I realized early on that I was a
marketer trapped in a salesman's body
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well so I could sell I was in sales
that's what I did when I left the Air
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Force in 1997 full-time commissioned
sales but I always was looking for that
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angle I was always trying to understand
how you know what made us different what
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made me different why should you buy for
me now what made people come in for an
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appointment what made them actually buy
and I realized sales and marketing are
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not at odds with one another but in
typical companies especially in
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corporate America sales and marketing is
always at odds the marketing department
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is maybe even a totally separate floor
than sales and sales can't create
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anything creative and marketing says you
know sales isn't my job it's like sales
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is everybody's job and so again being in
sales I would figure things out and I
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would hit my numbers people would ask
how I did it and it was by merging the
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creativity and the persistence and then
it became a natural
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slow or a path for me to go out and do
this on my own and help businesses bring
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the two together yes so the unique skill
set is that you have a natural sort of
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gift of selling which I've noticed just
kind of like hanging out with you and
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but then you're also like kind of
understand the like one-to-many sort of
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experience that marketing is trying to
deliver right interesting and that's
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what you bring to the companies you work
with trying to try to connect those two
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things especially working with small
businesses because entrepreneurs will go
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into business and they think that hey
build the better mousetrap right just
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build it they will come
yeah then they realize it's not true
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after their best friends their parents
and maybe a couple high school buddies
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are done buying from them they realized
they have to get the word out yeah and
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they have to get paid for what they sell
and then they realize oh my gosh I
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better get good at sales and marketing
before I go out of business
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yeah so helping them merge the two is
it's what I've done now for 11 years
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mm-hmm and what do you think the the
biggest kind of mistake that you see
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being made is among small business
owners while going back to them not
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realizing the importance of sales and
marketing then that it's it's better to
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have a good product and great marketing
than a great product and good marketing
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mm-hmm right you got to make the phone
ring but you have to understand it's an
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entire process you have to understand
too that the sale really is not the end
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goal because people if you don't really
deliver a WoW experience that at worst
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or at best they just won't come back and
buy from you yeah at worst they'll
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return it yeah I asked for a refund and
then lights you up on social media and
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online right so you have to think beyond
the sale I can like golf or baseball
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right hit hit through the ball yeah you
got a you got a cell or deliver through
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the transaction right and so I created
that call the ABCDE you know you attract
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you bond you convert so you get the cash
but then you have to deliver then you
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have to endear mm-hmm and it's circular
right because if you then endear
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yourself with the customers they're
taking pictures of you they're sharing
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it online and that attracts yeah more
people back to you so you get you got to
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see it as a system right and right think
being on the sale right and so in your
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own business what's working right now to
grow you know your
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agency or more of a consultancy you know
it has been primarily a consultancy
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emerging morphing into an agency yeah
and so what's working to grow that for
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you right now you know social media
still works but you know an email so
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what do you say social media still works
like that's the old thing well it's I
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say I say still maybe still isn't the
right word it works but people think
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it's a magic pill social media is just a
medium yeah okay radio is a medium
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billboards are medium if you're selling
to senior citizens the yellow pages
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could be the right medium for you mm-hmm
if you're selling the senior citizens
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you probably don't need to be on
snapchat right right so so social media
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does work but really social media is a
lot more for deepening relationships
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versus maybe making that initial sale
but you can't get the word out social
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media has really become a pay-to-play
arena people that are really killing it
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on social media are advertising on the
platform versus just sharing what they
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had for lunch yeah so that's why I say
it still works because it's you gotta
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you got to advertise to really make that
work and are you doing that I'm starting
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to advertise I've been fortunate that
organic you know of having a site now
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for 910 years I have over 700 blog posts
I just published my 240th so found some
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content marketing is were content source
but you know I started early yeah right
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that's harder to do now yeah and before
so but I have a 240 episodes of the
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sales podcast I just released the CRM
sushi podcast
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erm sushi yep so I'm evaluating having
companies do demos of their software and
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just putting it out there so people can
get an honest look at it uh-huh so
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content does still work but again I
started early yeah now you better be
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doing some paid stuff to get it you
better be doing some speaking someone
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committee but email really still works
that's where we I should put the still
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email is very viable but again it needs
to be relevant used to be timely when I
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send it to a segmented list have a nice
of CRM on the back mmm-hmm that sends
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timely relevant information to people
when they want it when they need it
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yeah that's what's working sure yeah
always good so what's up next for you
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what are you learning right now what are
you excited about oh man what is next
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well as I said I'm kind of morphing into
an agency bringing in some people that
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I've known for years that are I've been
in I've known for many years we've been
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in talks for many months about is this
the right fit do we grow up into that
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world as an agency and I think it is
yeah honestly my temperament wasn't
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meant for that a decade ago yeah
now after doing this for so long and
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seeing the pros and cons and grown up a
little bit honestly I think I'm ready
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for it as well so our ability a lot more
responsibility bigger contracts longer
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term engaging members ready member mm
nice yeah so I had to get open to that
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grow up into it because but it's an
exciting transition for you yeah
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definitely a lot of opportunity to help
people right what a lot needs doing out
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there
so when you think about you know 10 20
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years from now or even further out with
you what do you imagine you'd like your
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legacy to be oh wow
I better still be alive and kicking I
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think retirement is a big misnomer yeah
you know I don't think I'll ever stop
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what I'm doing that might slow down a
little bit
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mm-hmm right but I like doing what I do
I like selling I like creating content I
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like training in teaching so I'll be
doing more more speaking more writing
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you know less one on one less engagement
with the customer on a day to day basis
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but still doing what I'm doing
yeah and so you've been at this for a
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while now you said you got air force
attending more than 10 years ago yeah
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well 20 20 years ago man so thank you so
no yeah yeah I was just doing that host
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3 I was just thinking be a nerd uh-huh
so if you could if you could like you
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know go back to give yourself some
advice you know 20 years ago or 15 years
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ago as your business started to grow
what would that be I get a website
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sooner
really yeah I didn't I didn't buy the
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sales whisperer until
low September 1st 2006 mm-hmm and it
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seems I was reading it I remember
reading Bill Gates book I think was 95
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or 96 mm-hmm
talking about you know the Internet and
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where it was going and so I was excited
by it I just didn't really understand it
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wasn't my world coming out of the air
force yeah you know wasn't involved in
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that and then getting right into sales
as an employee I didn't have to get I
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didn't have to understand or build
websites and back then it was all
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hard-coded write HTML Dreamweaver
tremely area and I just I didn't
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understand where it was going so now
when it's tough to juggle right you see
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this bleeding edge new stuff coming out
you do have to go grab that digital
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landscape right go get your domain name
on snapchat and on Instagram and on
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MySpace right back in the day because
you never know what's really going to
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make it right so you have to keep your
finger on the pulse grab that real
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estate but then it's not always in your
best interest to be on the bleeding edge
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right go ahead and grab it look at it
observe it monitor it but you have to
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always stick with what works right and
keep going to that well but yeah you you
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do think that well we'll go dry mm-hmm
that's why you keep the little fires
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going so you can quickly adapt when it
happened so you know yeah get our
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website so now it's just keeping the
finger on the pulse see what is really
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next yeah you know what is really going
to work but I still think at the end of
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the day it's all sales and market you're
all building a relationship you're
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trying to get their attention you're
making sure you're not boring yeah and
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all those things are fundamental they've
worked with newspapers 200 years ago the
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radio you know 100 years ago mm-hmm it's
still true today yeah interesting so
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given that kind of historic perspective
what do you feel like modern
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entrepreneur means what do I feel like
that means well yeah I think we just
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covered it it's understanding I think
it's it's bringing the old and reliable
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and proven but using the new tools and
systems to get that message and that
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attention across because obviously who
reads the Yellow Pages anymore right you
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know senior citizens oil but what kids
won't I mean even
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older adults don't even have landlines
anymore right so but you still gotta get
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the message across they're still paying
attention to something right right so
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you still have to enter the conversation
going on in the mind of the prospect
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right who's that - Ogilvy & Mather and
those guys yeah so the modern
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entrepreneur is just they understand
what the technology is going but they
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understand as well at through ontraport
having a system having sequences
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pre-built right that can run on demand
with intelligence with if-then
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statements and branching out so you
deliver that relevant message in a
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relevant timely manner yeah so it's
about using sort of like modern tools
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modern platforms modern communication
channels to effectively you know run the
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the time-tested processes that have been
working for for you know decades or
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centuries against Euler that's it sigil
well thank you so much for being here I
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appreciate your time Graeme oh yeah
would you sign our wall let's do it
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all righty the big John Hancock be more
subdued huh
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you
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there's no way I don't believe there's a
way to really scale of different stuff
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where you're just having to play CEO in
CLO together in one roll where there's
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not some separation where you have kind
of like an outside guy and an inside guy
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and that's also another distinction I
see
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