Empathy is an essential ingredient for building trust in sales, and in this episode, we dive deep into how you can cultivate this vital skill. Brian Moseley, co-owner of SailTime Boston, shares his extensive sales experience and offers practical examples of how to apply empathy in your conversations with prospects.

From active listening to being genuinely curious, he emphasizes the importance of putting your agenda aside and focusing on the needs of your clients. Brian also highlights common mistakes, such as making assumptions about a prospect's situation, and how avoiding these pitfalls can lead to stronger relationships and quicker sales cycles.

Tune in for actionable tips that can transform your approach to sales and help you become a more empathetic and effective salesperson.

Takeaways:

• Empathy is crucial in sales as it builds trust and rapport with clients.
• Always prioritize understanding your prospect's needs over pushing your own sales agenda.
• Active listening can significantly enhance your empathetic communication during sales conversations.
• Do not make assumptions about your prospects; ask questions to truly understand them.
• Being punctual and respectful of your prospect's time demonstrates empathy and professionalism.
• Practice empathy in personal interactions to improve your sales conversations and techniques.

Companies mentioned in this episode:

• HubSpot
• Semrush
• Databox
• Amazon
• SailTime
• PowerTime

Barry Angel, CEO and Co-Founder of Juriba, joins Hannah to discuss how the Windows 7 Project Plan Template and Windows 10 Servicing Timeline became game-changers in the IT landscape. By offering these comprehensive resources for free, they not only addressed significant challenges faced by IT managers but also established Juriba as a trusted market leader.

The project plan, with over 12,000 downloads, showcased their expertise and provided immense value, leading to increased credibility and demand generation. Barry explains how understanding the pain points of their target personas allowed Juriba to create solutions that resonated deeply with customers, ultimately building lasting trust.

Their strategic approach not only disrupted the market but continues to yield results even years later, proving that genuine problem-solving can elevate a brand's standing in a competitive field.

Takeaways:

• Barry Angel's creation of the Windows 7 migration project template built substantial trust with clients.
• By giving away valuable project plan templates, Juriba established itself as a thought leader in IT.
• The Windows 10 Servicing Timeline article attracted over 100,000 views, demonstrating its market impact.
• Providing comprehensive resources helped project managers effectively scope and budget their IT projects.
• The success of Juriba's templates led to increased credibility and demand for their software solutions.
• Understanding the customer persona and their pain points is crucial for creating impactful content.

Companies mentioned in this episode:

• Juriba
• J.P. Morgan
• Chase
• Air France
• KLM
• Microsoft

Branded items and gifts can be powerful tools for building and repairing trust in business relationships, as highlighted by MK Getler-Porizkova in this engaging conversation.

They emphasize the importance of intentionality behind gifting, distinguishing between traditional swag and meaningful gifts that resonate on a personal level. MK shares practical tips on when to use branded items versus unbranded gifts, stressing that thoughtful gestures can significantly enhance human connections and foster loyalty.

Through real-world case studies, such as how Caraway Home effectively uses gifts to recover trust after service issues, listeners gain insights into actionable strategies for their own businesses. With a focus on sustainability and social impact, MK encourages organizations to rethink their approach to corporate gifting, aiming to create a more authentic and empathetic marketing landscape.

Takeaways:

• Branded gifts can enhance relationships, unlike traditional swag that often lacks meaning.
• To build trust, consider the recipient's familiarity with your brand and their relationship with you.
• Curated gift collections allow recipients to choose items that resonate with their personal lives.
• Using gifts strategically in customer lifecycle moments can deepen connections and celebrate achievements.
• Sending gifts during service recoveries can help rebuild trust after a negative experience.
• The environmental impact of corporate gifting can be reduced through intentional gifting practices.

Companies mentioned in this episode:

• Loop Tie
• Caraway Home

Maxwell Nee shares expert tips and best practices for building trust through scorecard marketing, highlighting key mistakes to avoid along the way. He explains how a well-crafted scorecard can engage clients and convert leads by providing valuable insights tailored to their needs.

Case studies, such as a branding coach who generated 800 leads and a gym that saw 90% conversion rates from complimentary body scans, illustrate the effectiveness of these strategies. Maxwell emphasizes the importance of understanding client awareness and delivering value that resonates with them. Tune in to discover how you can leverage scorecard marketing to enhance your client relationships and boost your business results.

Takeaways:

• Scorecard marketing is a powerful tool for generating highly qualified leads, especially for products needing education.
• Maxwell highlights the importance of providing two-way feedback through scorecards to engage clients effectively.
• One effective strategy is to ask for contact information at the end of the scorecard to reduce drop-offs.
• Using urgency in follow-up communications can significantly increase conversion rates from leads to customers.
• A case study showed that a personal branding coach generated 800 leads through an effective scorecard.
• Highlighting gaps in clients' knowledge can create urgency and drive them to take action.

Companies mentioned in this episode:

• ScoreApp
• Rethink Press
• Amazon

Buyer education is a significant challenge in industries like modular construction, where misconceptions about quality and value persist. Chris Duprey joins host Hannah Eisenberg to explore how companies often focus on self-promotion rather than educating potential customers, missing opportunities to become trusted voices in their fields.

The discussion emphasizes the importance of integrating buyer education into marketing strategies to break down barriers and improve industry perception. Chris highlights that organizations can become trailblazers by embracing transparency and addressing buyers' questions, ultimately leading to increased trust and sales.

With actionable insights on aligning marketing and sales efforts, this episode serves as a roadmap for companies looking to transform their approach and capture a larger market share.

Takeaways:

• The modular construction industry faces an image problem, leading to buyer education challenges.
• To succeed, companies must become the voice of trust and educate their customers.
• Sales and marketing teams should collaborate closely to understand buyer needs and concerns.
• Effective buyer education can significantly boost trust and conversion rates in construction.
• Companies need to show up earlier in buyer conversations about construction options.
• Content that helps buyers make informed decisions is essential for modern marketing success.

Companies mentioned in this episode:

• Impact
• Disney
• Pixar
• Lucas Film
• Yale Appliance

In this podcast episode, Hannah Eisenberg, the host of TrustBuilders, recaps her key takeaways from the most recent Impact Live 2024 conference in Hartford, CT. Compared to the last one in April, the room had a sense of urgency. Organic search is drastically declining, taking lead generation efforts through inbound marketing down with it.

A lot of things have changed with AI. Buyers are now vetting us to death. In fact, buyers are now conducting 80% of their purchasing journey on their own, making it crucial for businesses to align marketing and sales efforts seamlessly. Companies to adapt and innovate, particularly in how they communicate and offer value to their customers. The episode also covers practical strategies for building trust, such as being transparent, showing your processes, and embracing a video-first approach. Ultimately, Hannah underscores that becoming the most trusted voice in your industry is not just beneficial—it's essential for success moving forward.

Takeaways:

• The Impact Live conference highlighted a growing urgency among businesses facing significant challenges.
• In these times of uncertainty, trust becomes the North Star and the filter for all business decisions. To build trust, companies must be willing to talk about, show, sell, and be more human than any other company.
• Disruption in traditional practices can create trust by aligning with customer needs and expectations.
• Video content is crucial; it should be prioritized across all marketing efforts for better engagement.
• The shift to AI-driven recommendations means businesses need to become better in sending signals to enhance their online visibility and reputation.
• Self-service tools are essential for empowering customers to make informed decisions without sales pressure.
• Finally, companies need to embrace their humanity in their content.

ABOUT THE HOST

Hannah Eisenberg is a business coach who helps companies achieve unparalleled results by disrupting their industry and truly becoming customer-centric. She has coached and trained marketing and sales teams for over a decade. She is a certified “They Ask You Answer” coach, a highly successful sales and marketing framework developed by Marcus Sheridan to help companies become the most trusted voice in their space, driving sales and revenue regardless of the economy.

Hannah is available for coaching, consulting, and strategy engagement. You can connect with Hannah here:

• LinkedIn: https://www.linkedin.com/in/hannaheisenberg/
• Podcast Website: https://trustbuilders.captivate.fm/
• Hannah's Website: https://www.3pcreativegroup.com/

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In this special solo episode, Hannah Eisenberg will draw on her twelve years of experience creating content that truly moves the needle to share what types of content are worth investing in in the next 18 months or so.

Hannah explores powerful content strategies that build trust and establish authority, including unique point-of-view content, first-person narratives, and the innovative use of self-service tools. Whether you’re looking to repurpose content across multiple platforms, tap into the "big five" content types, or develop network-based content through interviews and expert roundtables, this episode is packed with insights to help you stay ahead of the curve.

Timestamps:

• 00:22 Overview of Content Marketing Trends
• 02:25 Primary Data Research: A Worthwhile Investment
• 06:23 Invented Concepts: Creating Unique Frameworks
• 11:19 Unique Points of View: Sharing Deep Expertise
• 15:23 First Person Narratives: Telling Your Story
• 19:08 Self-Service Tools: Empowering Your Audience
• 24:44 The Big Five: Essential Content Topics
• 28:05 Network-Based Content: Leveraging Connections

ABOUT THE HOST

Hannah Eisenberg is a business coach who helps companies achieve unparalleled results by disrupting their industry and truly becoming customer-centric. She has coached and trained marketing and sales teams for over a decade. She is a certified “They Ask You Answer” coach, a highly successful sales and marketing framework developed by Marcus Sheridan to help companies become the most trusted voice in their space, driving sales and revenue regardless of the economy.

Hannah is available for coaching, consulting, and strategy engagement. You can connect with Hannah here:

• LinkedIn: https://www.linkedin.com/in/hannaheisenberg/
• Podcast Website: https://trustbuilders.captivate.fm/
• Hannah's Website: https://www.3pcreativegroup.com/

LINKEDIN NEWSLETTER

If you liked the episode and would like to subscribe to our LinkedIn TrustBuilders newsletter, you can do so here.

REVIEW THE PODCAST

Finally, if you enjoyed this episode, please leave a review at PodChaser or your favorite streaming platform.

In this solo episode of Trust Builders, Hannah Eisenberg explores the evolution of inbound marketing and the challenges it faces in today's landscape.

Drawing on her 12 years of experience in the field, she discusses how the traditional methods of content marketing are changing and why creating educational content is still crucial. Hannah dives into the concept of the 'zero-click' world, where buyers research extensively before contacting salespeople. She emphasizes the importance of transforming your website into a dynamic, evergreen knowledge base.

Learn about the shifts in content strategy, the role of generative AI and self-service tools, and how businesses can effectively engage and educate buyers in this new era of marketing. Hannah also outlines the essential types of content and tools to maintain a successful inbound marketing strategy in 2023 and beyond.

Timestamps:

00:50 The Evolution of Inbound Marketing

02:59 Challenges in Current Inbound Strategies

05:09 Is Educational Content Still Important?

06:24 The Zero Click World

10:58 Transforming Your Website into a Knowledge Base

13:58 The Future of Website Interaction

18:23 Key Content Strategies

20:24 Conclusion and Final Thoughts

ABOUT THE HOST

Hannah Eisenberg is a business coach who helps companies achieve unparalleled results by disrupting their industry and truly becoming customer-centric. She has coached and trained marketing and sales teams for over a decade. She is a certified “They Ask You Answer” coach, a highly successful sales and marketing framework developed by Marcus Sheridan to help companies become the most trusted voice in their space, driving sales and revenue regardless of the economy.

Hannah is available for coaching, consulting, and strategy engagement. You can connect with Hannah here:

• LinkedIn: https://www.linkedin.com/in/hannaheisenberg/
• Podcast Website: https://trustbuilders.captivate.fm/
• Hannah's Website: https://www.3pcreativegroup.com/

LINKEDIN NEWSLETTER

If you liked the episode and would like to subscribe to our LinkedIn TrustBuilders newsletter, you can do so here.

REVIEW THE PODCAST

Finally, if you enjoyed this episode, please leave a review at PodChaser or your favorite streaming platform.