Asher Strategies Radio

John Asher interviews Kate Di Leo, a branding and messaging strategist, about the role of marketing in driving revenue for companies. They discuss how marketing and sales need to work together in tandem with aligned messaging to generate more qualified leads, increase close rates, and shorten sales cycle times. Kate emphasizes the importance of understanding the buyer's persona, particularly their pain points, and crafting messaging that speaks directly to those concerns. She also discusses the trend of marketing becoming more ascendant in B2B companies, with marketers taking a more active role in revenue operations and leading the conversation at the table.

In terms of marketing tactics, Kate stresses the value of creating conversations that convert, rather than simply broadcasting messages through megaphone marketing. She notes that video and podcasting are effective methods for creating conversations, but that face-to-face interactions should not be overlooked, whether in-person or through digital channels. Ultimately, Kate's methodology is geared towards founder-led organizations or C-suite leaders who are looking to align their marketing and sales efforts to drive revenue growth.

Links from this episode: Kate DiLeo on LinkedIn Kate DiLeo's webiste John Asher on LinkedIn ASHER STRATEGIES

In this episode, John Edwards will answer some of the burning questions about ChatGPT and the impact it has on the world of marketing. He’ll give us some insight into the technology behind it and the legal challenges it faces. Today, John Asher's guest is John Edwards, a partner at Communica, a marketing and public relations agency. John is an expert in the field of artificial intelligence (A.I.) and he’s here to talk to us about one of the hottest topics in the industry: ChatGPT.

John will explain how ChatGPT works and why it sometimes gets things wrong. He’ll also discuss the threat ChatGPT poses to traditional search and companies like Google. He’ll share his thoughts on the future of SEO and what marketers should be thinking about as the world starts to change.

Christopher Penn once said, “Build your insurance policy.” and John will tell us what this means for marketing professionals. He’ll explain what reliable reach is and discuss some of the reliable reach channels available, such as first-party data lists, private social media communities, and best content landing pages.

Finally, John will share some lessons and tips for marketers and companies. He’ll explain what they need to start doing to adapt to this changing landscape.

So, get ready to learn everything you need to know about ChatGPT and its impact on marketing. Let’s dive into the interview and get some answers from John Edwards, an expert in the field of A.I. and ChatGPT.

John Asher is joined by Fred Diamond to discuss the changing landscape of sales in the post-pandemic world. With the advancement of technology and increased access to information, sales professionals are facing new challenges in their roles. But great salespeople will always be in demand as sales is the lifeblood of any company. It is more important than ever for sales professionals to be well-informed, and prepared, as well as leading with empathy and emotional intelligence. Join us as we explore these exciting changes and discover what it takes to be a top-performing sales professional in the modern world.

Links from this episode:

https://www.amazon.com/Go-Giver-Expanded-Little-Powerful-Business/dp/1591848288 

https://freddiamond.com/ 

https://www.salesgamechangerspodcast.com/ 

https://i4esbd.com/ 

https://asherstrategies.com 

Fred Diamond on LinkedIn: https://www.linkedin.com/in/freddiamond

John Asher on LinkedIn: https://www.linkedin.com/in/johnasher/ 

Susan Finch on LinkedIn: https://linkedin.com/in/susanmfinch 

About our guest:

Fred Diamond is an engaging, energetic sales professional who spent time as an in-demand party DJ when he started his career. This experience, coupled with his rich experience as a senior marketing and sales professional at Apple, Compaq, and as a consultant to hundreds of high-growth software and tech firms, bodes well for an exceptional interviewing experience. As Co-founder and President of the Institute for Excellence in Sales (IES), he's interviewed thousands of sales professionals about their career always seeking tips from them to pass on to IES members and leaders to help them get better at the art and science of professional sales.

He is the author of Insights for Sales Game Changers and Love, Hope, Lyme: What Family Members, Partners, and Friends Who Love a Chronic Lyme Survivor Need to Know.

In this episode, John Asher sits down with social media expert Judy Schramm to discuss the power of ChatGPT for B2B marketers and sales professionals. With ChatGPT's rapid growth, reaching 5 million users within a week of its release, Schramm shares her own success and excitement in using the tool to enhance sales efficiency and close deals faster. She also notes that Microsoft, a major backer of the product, plans to integrate it into its entire software suite and use it to compete with Google. Schramm suggests that ChatGPT can be a powerful tool for sellers, but it is important to note that it is still a baby technology in some ways. Listen to the episode to discover more about how ChatGPT can revolutionize your marketing strategy, particularly in its usage on LinkedIn.

Producer's note:

This headline and post were created using ChatGPT. After we ordered the transcript, we picked a big chunk of the episode to submit to ChatGPT with these instructions:

Create a 250-word post for this podcast episode featuring Judy Schramm hosted by John Asher. Judy is giving us ideas on how to use ChatGPT for marketing. Just give a hint of what she is covering. Do not give all the points. Entice the listener to listen to the episode. Focus on LinkedIn usage, and how it will help marketers. The audience is b2b marketers and sales professionals.

Then, we asked it to generate a headline for the same post:

Please generate a headline for the same post

"Revolutionizing B2B Marketing: Unlocking the Potential of ChatGPT with Social Media Expert Judy Schramm"

Then, we requested five optional headlines. You may have a different favorite.

1. "Maximizing Sales Efficiency with ChatGPT: Insights from Social Media Expert Judy Schramm"
2. "ChatGPT in B2B Marketing: How to Leverage its Power with LinkedIn"
3. "Expert Tips on Using ChatGPT for B2B Sales and Marketing Strategies"
4. "ChatGPT: The Game-Changing AI Technology for B2B Marketers and Sales Professionals"
5. "Unlocking the Potential of ChatGPT: A Guide for B2B Marketers and Sales Teams with Judy Schramm"

Finally, I asked for shorter headlines: Give me five more with 12 words or fewer.

1. "ChatGPT for B2B Sales: Expert Insights"
2. "Revolutionizing B2B Marketing with ChatGPT"
3. "ChatGPT: The Future of B2B Sales"
4. "Unlocking ChatGPT's Potential for B2B"
5. "B2B Marketing with ChatGPT: A Game Changer"

We posted in Podbean and let Grammarly have a run at it. Many grammatically weak areas were remedied. This has been a consistent finding with ChatGPT. It's close, but it is a DRAFT that needs your help.

This process took an additional 10 minutes from initial submission to publication.

One of the most difficult and enduring challenges business leaders face is the misalignment of sales and marketing. And Brian Beveridge knows how to fix this. Even if you have winning talent and winning solutions, if you can’t get your sales and marketing strategy and execution working seamlessly you’re missing out on money. 

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While these challenges vary some between Enterprise and SMB markets, there are key steps business leaders can take to make substantial impact toward revenue growth. With decades of experience in this arena, Brian has key recommendations for how you can have immediate results to boost sales and crush your competition. Tune in to “Asher Sales Sense” to hear John Asher talk with Brian Beveridge of Dun & Bradstreet about “Aligning Sales and Marketing Strategy and Execution to Optimize Growth.

Brian Beveridge - Client Director at Dun & Bradstreet

Brian thrives on learning his clients' corporate goals and their aligned business objectives to support those strategic plans. By developing a trusted-advisor relationship with executives, decision makers and their resource teams, he strives to understand the complexity and requirements to achieve lofty goals, and align their SME resources to develop data, insights and solutions to support the decisioning process for his clients. Problem solving is in his blood, and he's always excited to bring hisy hyper-curiosity to the conversation. Dun & Bradstreet, a leading global provider of business decisioning data and analytics, enables companies around the world to improve their business performance. Dun & Bradstreet’s Data Cloud fuels solutions and delivers insights that empower customers to accelerate revenue, lower cost, mitigate risk, and transform their businesses. Since 1841, companies of every size have relied on Dun & Bradstreet to help them manage risk and reveal opportunity.

Chair – Vistage Peer Advisory Board

For more than 60 years, Vistage has been bringing together executives in a confidential peer setting where they can candidly discuss operational, financial, legal, structural or even personal challenges. The powerful group dynamic gives each member access to a wealth and diversity of experience and advice dedicated to achieving one another’s success. As a Vistage Chair, I have the privilege of stewarding a private advisory group of successful CEOs, business owners and key executives to help them improve the performance and outcomes of their businesses.

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Asher Sales Sense is sponsored by Asher Strategies 

In our previous episode, John Asher covered the 6 Most Important Cognitive Biases a Salesperson Must Overcome.

In this episode, John talks about the next six cognitive biases out of the 47 that pertain directly to sales and marketing: 

• Status Quo Bias
• Rationale and Consistency Biases that go together
• Clear Distinction Bias
• Active Emotional Engagement Bias
• Commitment Bias

John also went over the best architecture of a customer story.

• Start with the buyer's need and any emotions expressed by them
• Relate the story directly to the buyer
• Include the details of how you helped them so they can see you were really involved
• Include the financial benefit the buyer got
• Tell the story about how the buyer's emotion was at the end.

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Listen to the first part of this series here:

https://asherstrategiesradio.com/e/six-most-important-cognitive-biases-for-salespeople-to-master/ 

There's been this international consortium of neuroscientists in 70 countries, sharing their research, sharing their studies in the cloud. So all of them get to see what everybody else is doing. The growth of this knowledge is really just exponential. If you go to Wikipedia and type in cognitive bias, see there are 184 of them. Asher Strategies has analyzed all 184 of them and boiled them down to 15 or 20 of them that apply really directly to sales that can have a big impact. In most cases, they apply to marketing as well. We are covering the first six in this episode of Asher Sales Sense.

1. compliment bias
2. reciprocity bias (The Chinese call this Ren-Chang-Ching)
3. similarity bias 
4. anchor bias
5. single option aversion bias
6. choice paradox bias 

Join these two authors, John Asher and Vincent Burruano, talking about what took them so long to write their books. That leads to the motivation behind Vincent's latest book, "A Daily Dose of Sales Wisdom". This takes us to an important distinction regarding being nice can be unkind. What Vince means is that honesty is necessary to build trust, and sometimes that means telling a hard truth or two to your sales team. They both make the distinction between being honest and being mean or brutal. These are great communication skills and will help you help your team improve without being on the defensive. Tune in for this episode of Asher Sales Sense, "Being Honest Isn't the Same as Being Mean or Brutal, But It's Necessary."

About John's guest:

Vince Burruano is a leader of high-performance sales teams, a sales training professional, a published author on sales strategies, and a sales coach. He believes learning and growth are the keys to success at both the individual and team levels. Vince practices a customer-centric approach that encourages mutually beneficial relationships.

As a VP of Sales, Vince understands not just the challenges of selling, but ineffectively setting goals and managing sales teams to achieve them.  He is also the author of “A Daily Dose of Sales Wisdom: Practical Advice for Sales Professionals and Leaders to Excel” and “The New Sales Professional’s Playbook” and a member of the Forbes Business Development Council.

Receiving his MBA in Business Administration, Management, and Operations from The George Washington University and his Bachelor of Philosophy from the School of Philosophy at the Catholic University of America, Vince is also certified in the Top-Ten Sales Skills of Elite Salespeople (ASHER Global Leaders in Growth Strategies) and SPIN Selling and Managing the Complex Sale (Huthwaite International). 

In this episode, John Asher is joined by the author of "Seven Stories Every Salesperson Must Tell", Mike Adams. One of the best ways to get someone, specifically a business prospect, to pay attention to you is by being a great storyteller. And who better to explain this than a best-selling author? Mike and John are here to explain the difference a great story can make, and the effects storytelling has on the brain... and your sales. You'll want to bookmark this episode, hosted by John Asher, with special guest Mike Adams, "How do you hook prospects to stay, listen, then tell their story?". 

About John's guest, Mike Adams:

Engineer turned salesman, Mike Adams taught himself storytelling ‘on the job’ while selling and managing sales teams in the United Kingdom, Russia, India, China, Vietnam, Indonesia, Malaysia, and Australia for international corporations Schlumberger, Siemens, Nokia, and Halliburton. Since 2014, Mike has been helping companies find and develop their own stories through his storytelling consulting practice.

Pick up a copy of Mike's Book, "Seven Stories Every Salesperson Must Tell" from Amazon. 

In this final piece of John Asher's series on Digital Transformation. Do you think your company has already been digitally transformed? How about your sales team? This isn't just for larger companies. Smaller companies are in trouble because with AI, it's easier and almost effortless for larger companies to dominate the areas that were formerly reserved for smaller companies. Successful companies that have truly transformed their businesses are using AI to really transform their strategic planning and marketing plans. In this episode, John cites tools and companies to help any size company successfully accomplish this.

Listen to the first two pieces to have all the tools you need. You'll want the tools and the understanding as to why the buyer's behavior has permanently changed.

The Five New Skills Sales Professionals Need

5 Ways the Buyer’s Behavior has Permanently Changed