How to be authentic with your marketing and sales: John Golden

Your Intended Message

Authenticity in your marketing and sales conversations How you can excel when the bar is set so low

Episode 220 (John is based in California)

In this conversation with John Golden we explore:

• How to start an authentic relationship with your prospects
• How to research before the first contact
• How to create intellectual curiosity
• How much research do you need - not much
• How to leverage your customer success stories
• Present your vulnerability to build trust
• Staying in touch with your customers
• How to establish your communication cadence
• Where does automation ad AI fit into relationships
• The critical role of active listening
• Why lean on your CRM

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About our guest, John Golden:

John is Chief Marketing & Strategy Officer at Pipeliner CRM.

He is an author, speaker and host of Sales POP! podcast,

You can learn more about Pipeliner CRM and take the free trial at:

https://www.pipelinersales.com/

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Excerpts from this conversation with John Golden:

I think there's a few things, George, and one of them, I think, is, is authenticity. I think that is one of the biggest areas that you can focus on now.

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Oh, customer success stories, 100% and I think this is where sometimes we forget. It seems so obvious, right? But when I engage personally, when. I engage with another salesperson, right? Or somebody selling something to me?

Yes, you know, I'm interested in what they can do for me, what I'm really interested in what they've done for other people, because that's where it is.

Because, let's face it, we all know that anybody who's brought a product or service to market, you always know that customers end up using it in ways that you could never imagine, right?

And they do things differently, not how you see and therefore learning about what you have done with other people, that is great information for for somebody, for prospect you're engaging with, and that's what I love. I want to hear the things that they've done with other people, how they helped other companies, how they helped other individuals.

And those stories and and we all come from, I mean, culturally, we all kind of come from storytelling traditions, you know, certainly I did, you know, in Ireland, and that's what resonates with people, is stories.

And now you take yourself out of the equation a little bit, and you put, you put your customer, and you say, You know what their issue, what their solution? And then, and here's the nice thing, is, like, you should be enthusiastic and say, and then they did this, or they asked us to do this, right?

They said, hey, if your product could just do this one other thing, and, you know, something, we went back and we discovered, yeah, that's something that would benefit everybody. And then we immediately, you know, implemented it in a way.

So this, there's so much richness in talking about your customer success story.

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Your Intended Message is the podcast about how you can boost your career and business success by honing your communication skills. We’ll examine the aspects of how we communicate one-to-one, one to few and one to many – plus that important conversation, one to self.

In these interviews we will explore presentation skills, public speaking, conversation, persuasion, negotiation, sales conversations, marketing, team meetings, social media, branding, self talk and more.

Your host is George Torok

George is a specialist in communication skills. Especially presentation. He’s fascinated by the links between communication and influencing behaviors. He delivers training and coaching programs to help leaders and promising professionals deliver the intended message for greater success.