cision webinar: educating prospects and customers through content
TRANSCRIPT
Educating Prospects and Customers Through Content
Marcus Sheridan & Laurie Mahoney
@TheSalesLion | @ChannerMahoney | #cision
Follow us!@cision
During today’s web seminar, attendees will be in listen-only mode.
If you are experiencing audio issues, please contact:GoToWebinar: 1-800-263-6317
Any Q&A not addressed during will be addressed at the end of today’s session
Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
How to Participate Today
Guest Speaker: Marcus Sheridan
• Aka “The Sales Lion• Started River Pools &
Spas in 2001• 2010, RP&S becomes
the biggest pool installer in the US and has most visited swimming pool website in the world
I used to be a pool guy…
In every industry, we have a problem and this is what it looks like…
Are there any exceptions listening in today?
B2B, B2C, B2G
It’s all P2P
This is a conversation about principles…
It’s not about “blogging” or “content marketing” or “social media…
The game has changed, and so have your expectations
What will truly make your website and digital brand stand out?
1. Honesty in Content
2. Honest in Approach
3. Honesty in Sales
Part I
Honesty in Content
Burying your head in the sand is officially a dumb blogging strategy
The most essential content marketing philosophy in the world:
They ask.
You answer.
“The Big Five”
1. Cost2. Problems3. Versus4. Reviews5. Best
$2,500,000+
Part II
An Honest Approach
“Used Car Salesman”
What’s the emotion you experience when you read this?
Just because it has always been done that way doesn’t make it right.
Why are most companies so afraid of this?
The Triangle of Influence
The Competition
The Triangle of Influence
The Competition
Bad Fits
The Triangle of Influence
The Competition
Bad Fits
The
Customer
This Ain’t Right
Part III
Honest Selling(w/content)
30
Assignment Selling
Stop Wasting Email Opportunities!
Honest, transparent, and helpful content is the greatest sales and trust building tool in the world. Period.
The average River Pool & Spas customer read 105 pages of the
website in 2013
Thank you!
Questions?Get the book.It’s free.It’s awesome.
But you already knew that.