A podcast for executives of emerging middle-market companies seeking to improve sales and marketing ROI; A podcast about marketing, sales, and that often misunderstood area where the two intersect, for people who are looking to find levers that will drive that growth and generate more money.
Eddie Yoon | Unlocking Greater Market Share through Category Design - 073
In this episode of the Centricity podcast, our host, Will Riley, meets with Eddie Yoon, one of the authors of The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different. They talk about the ultimate business strategy - category design - which uses a passion for change and the need to upend the status quo to drive innovation and growth.
Category Design - The Ultimate Strategy
Instead of competing against other businesses or trying to come out at the top of your field, category design is about competing against the status quo.
Companies that subscribe to a “Be Different” mentality grow quickly, but many are too risk-averse to go in this direction.
Leaders in these businesses care deeply about their products and believe in what the company produces - they’re frustrated by current societal standards and want to create change.
Types of Category Designers
Accidental designers are those who create something great that explodes but don’t know why and can’t replicate their success.
Serial designers are innovators who consistently create successful products that they support and care about.
Resources
Reach out to Eddie via email at eddie@eddiewouldgrow.com
Follow Eddie on Twitter @eddiewouldgrow
The 22 Laws of Category Design by Category Pirates, Christopher Lochhead, Eddie Yoon, Katrina Kirsch, Nicolas Cole - pick it up on Amazon
24 Oct 2023
Jeremy Miner | How to Create Urgency in Your Prospects - 072
In this episode of the Centricity podcast, our host Will Riley meets with Jeremy Miner, author of The New Model of Selling: Selling to an Unsellable Generation. They discuss meeting new challenges as a seller
It’s Time For Sellers to Adapt
More than ever before, consumers have access to plenty of information about all of the products people are trying to sell to them. They no longer need a salesperson to be their consultant.
It’s good to learn about foundational elements of sales from older books, but they focus on “transactional selling,” which is less and less relevant.
Prospects are used to being sold to. When they hear “salesy” talk, they shut down - sellers need to build actual trust with prospects through tonality and asking the right questions.
Moving Beyond Logic
When a seller seems aggressive or desperate, prospects shut down. Using different tones and facial expressions, you can open them up.
Prospects are predisposed to say “no” when you start selling to them. Ask them questions like, “Are you opposed to discussing this further?” Make the ‘no’ work for you!
Stay away from surface-level questions if you are interested in deeper answers.
Resources
SalesRevolution.pro
To dig deeper into these topics and many more, pick up a copy of The New Model of Selling: Selling to an Unsellable Generation by Jeremy Miner and Jerry Acuff on BarnesandNoble.com.
10 Oct 2023
Connor Jeffers | How to Build Digital Systems That Work for You - 071
In this episode of the Centricity podcast, our host Will Riley meets with Connor Jeffers, the founder and CEO of Aptitude 8 and hapily. They dig deep into digital systems and get specific about finding a tech stack that finds a balance between sophistication and efficiency.
Choosing a Solution
Consultative sellers have to understand the pain and needs of the companies they’re working with, because buyers may not exactly know the terminology for what they actually want.
A8 helps customers create what they want to build, and then they build it. On the other hand, hapily offers standard functionality and if you have needs beyond that, you will need to seek them elsewhere.
Independent Software Vendor vs Systems Integrator
Aptitude 8, for all intents and purposes, an integrator. While they can create a setup entirely through HubSpot, but they do end up integrating, especially for larger companies.
Security-wise, they have access to a lot of data. They have systems in place to ensure that data is safe.
When working with big organizations, there is a responsibility to ensure that the new systems work better than the original. There is a lot of risk involved for the organization.
Takeaways About Sales/Marketing
Learn about relational databases, software models, etc. to ramp up your understanding of what you’re selling in general.
Get educated on APIs. You don’t necessarily need to be a coder to have a basic grasp on what an API is!
Resources
Connect with Connor Jeffers on LinkedIn
Aptitude8.com (https://aptitude8.com/)
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