Gini Dietrich

PR for Products vs. Services: Do They Work the Same?

By: Gini Dietrich | September 13, 2011 | 
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A couple of weeks ago, Marcus Sheridan hosted his second webinar for Spin Sucks Pro. It was a follow-up to his first webinar on creating content for pull PR and marketing.

As is typical of anything Marcus does, the webinar was really good. He talked about how to force feed prospects your content so, by the time you meet with them, they’re ready to buy from you.

For instance, when a new business prospect calls us, we now send them three or four links to this blog or our website. The links include our pricing page (under development), boutique vs. large agency, and then content specific to their business needs (i.e. blogger relations, inbound marketing, planning, etc.).

If then, they’re still interested in working with us, we know they’re qualified. We know they can afford us, they understand what it’ll be like to work with us, and they have a good idea of our style and culture.

All of this happens BEFORE we take a meeting. It saves an inordinate amount of time. You can download and watch Marcus’s webinar here ($50) for more ideas like this.

But it all brought up an interesting conversation that Erica Allison and I had after the webinar. She mentioned that the examples Marcus used were great if you have a product to sell, but wondered if it worked the same for a service business.

I think it does.

You see, I’m of the same mind as Marcus: It doesn’t matter what business you’re in, using the web works for all of us…and none of us are so unique that the ideas and philosophies won’t work.

While Marcus talked a lot about using the Hubspot system to track your prospects, the same works for Google analytics, with a few additions, such as Clicky. The only issue I have with Hubspot is you have to use their content management system. I think they’re worth every penny they charge if it’s not a big deal for them to host your site.

But, for instance, we’ve spent a crazy amount of time and money on the content management system for Spin Sucks Pro so we can’t just move it over to Hubspot. It was important for us to find something else that worked just as well.

So we’ve been testing Google analytics, Clicky, and PostRank to track our leads.

This is what we’ve found in the past month:

  • Most prospects want to know the difference between PR and marketing…and that’s our highest viewed blog post.
  • The prospects who are reading that particular blog post are also spending nearly 10 minutes on the site.
  • They’re reading an average of four additional blog posts.
  • The bounce rate, for them, is less than five percent (our average is 10-12 percent).
  • Ninety percent of them read the comments.
  • Two percent of them bought Marcus’s first webinar (it was linked in the second paragraph).
  • Because of Clicky, I know who everyone is that is visiting: Competition, friends, Spin Sucks community, or prospects (either for Arment Dietrich or Spin Sucks Pro).

Now what I can do is track those people. If they bought the webinar, I add them to our passive income dashboard. There isn’t anything we had to do except blog and track.

If they’re spending a lot of time on the site, but haven’t bought one of our products, I can make a pretty big assumption they’re interested in hiring us, on the service side. And that’s where Marcus’s recommendations come into play.

We send those people an email, with additional links we know they haven’t already read, and an introduction to the service side of the business.

Because we’ve only been doing this for a little more than a month, I can’t tell you what our close rate is (yet), but I can tell you it’s getting us qualified meetings.

I’ll track through the end of the year and then tell you what our close rate is after the beginning of the year. If things go according to plan, it’s going to be higher than 85 percent, which is pretty significant.

So what do you think? Can this work for both products and services?

 

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • Good Morning!! First in! I beat kmueller62 !!! I better type fast….

    I agree with you, actually. Since that webinar and our email exchange, I’ve put a LOT of thought into where my business is going, how I want to get it there, and how best to take advantage of my ‘assets’. What I’ve done and I’m currently doing, is retooling my site a bit to streamline my services, make them match the content that I’m creating for the blog and set up goals and conversions via my Google Analytics. I heart Analytics! I must check out Clicky!

    What I’ve found is fascinating info that I’m using to tailor my content and to track leads. What I’m struggling with is the closing! How to close those deals…that is my next frontier. I look forward to seeing what you churn out and I’ll keep working on my end.

    Thanks for the shout-out!

  • I know this type of thing works for services Gini as I use a more complex version of it, along with different tools.

    Long story short doing as much qualification as possible before getting on the phone means that when you actually talk with someone they are ready to buy. I landed a client recently who had been reading my blog, downloaded my ebooks, received my emails and then filled out a lead form on of my services pages. The entire “sales” process took 1 hour and 3 emails.

    In short yes it works, for services, very well.

  • ginidietrich

    @EricaAllison Congrats on beating kmueller62 . That hardly ever happens!

    Definitely check out Clicky because it tells you WHO is visiting. Ken uses it, too, and he’ll Skype me to say, “What are you doing on my blog?” It’s kind of creepy, actually, that he knows that much.

    The closing is always hard, but I’ve found, the more information the prospect has, the easier the close is. Because, at that point, it becomes about chemistry and not about cost or strategy.

  • ginidietrich

    @RobertDempsey Do you mind sharing which tools you use?

  • Dang it, I’m not first OR second in today!

    I think the problem we suffer from is that every one of us wants to believe that our situation is so unique, that what other people do can’t possibly apply to us. Whether it’s products vs. services, for-profit vs. non-profit, and even B2C vs. B2B, we can all learn from each other. The same rules do often apply.

  • @ginidietrich@EricaAllisonkmueller62 I LOVE Clicky. Sure I use it to track leads, etc, but it’s mostly fun, as Gini said, to stalk people I know. Nothing better than Skyping or Tweeting someone and saying, “Did you find what you were looking for?” Creeps them out, and I”m ok with that!

    That said, I need to be more proactive on chasing down some of those leads. It’s something I’m not very good at, based on my personality. But…I have to do it.

  • ginidietrich

    @KenMueller You only did this so I’ll send you a pre-advance copy, like I promised thejackb .

  • ginidietrich

    @KenMueller You only did this so I’ll send you an advance copy of the blog like I promised to thejackb .

  • ginidietrich

    @KenMueller You only did this so I’ll send you an advance copy of the blog like I promised to thejackb .

  • @ginidietrichthejackb not at all. I don’t need your stinkin’ advance copy. I’m inside your head. I know what you’re going to write even before you know! (and by the way, inside your head is kind of a scary place to be…..if your mom only knew HALF of what you think…)

  • ginidietrich

    @KenMueller I once said the F word in front of my mom. After I apologized, she was silent for a long time. Then she said something to the effet that I must say that word a lot because it came out so easily. I was mortified.

  • @ginidietrich There’s a lot of things going on in your head for which you should be mortified, young lady!

  • ginidietrich

    @KenMueller Shhhh!

  • @ginidietrich Seriously, I mean…I’ve learned some new uses for Sharpies that I NEVER would have even dreamed possible before…

  • @ginidietrich with pleasure. The main tool I use is Infusionsoft. It’s a single marketing automation tool that combines CRM, email marketing and e-commerce. It has an extensive tagging system and the autoresponder capability is next level.

    It’s around $300 a month plus a $2k setup/training fee so it’s not for people just starting out. However the flexibility it allows for the price is unparalleled.

    For people just starting out using email for lead nurturing (which is somewhat like what you’re talking about in this post) AWeber is a great system with an autoresponder. Once you hit the limit with that it’s time for Infusionsoft.

    In addition I use HitSniffer, which is a competitor to Clicky. It too has WordPress integration so once someone comments on my site their entire history is linked to their name. I can then combine that data with the intelligence from Infusionsoft and have a much better (and faster) conversation when they’re ready to talk.

  • Shelley Pringle

    Hi Gini, you are the best! I just loaded the Clicky code onto my website and it immediately started working. The Puerto Rico Telephone Company is looking at my site right now. Who knew?

  • Shelley Pringle

    Hi Gini, you are the best! I just loaded the Clicky code onto my website and it immediately started working. The Puerto Rico Telephone Company is looking at my site right now. Who knew?

  • ginidietrich

    @Shelley Pringle LOL! Well…maybe they, um, they want you to fly down there and help them put up lines?

  • ginidietrich

    @RobertDempsey God bless you! lisagerber and I were JUST talking about what kind of email software to use. We’re using Constant Contact now, but we’re going to outgrow it pretty quickly. Thank you!

  • ginidietrich

    @RobertDempsey God bless you! lisagerber and I were JUST talking about what kind of email software to use. We’re using Constant Contact now, but we’re going to outgrow it pretty quickly. Thank you!

  • @ginidietrichlisagerber if you’re interested in Infusionsoft let me know and I’ll connect you with my guy there. He’ll get you demo.

  • ginidietrich

    @RobertDempsey Thanks!!

  • glenn_ferrell

    I like the system. It shares what you need to share and does something to protect your price list from competitive probes. I agree that it applies products and services. Makes more sense for higher-end B2B products and services — which is probably from whence most of your readers come anyway.

    But will it work for shoes ? Well, maybe Prada. They should qualify customers before they take a meeting 🙂

  • ginidietrich

    @glenn_ferrell LOL! Good point about not needing to qualify meetings for some consumer brands. And thanks for putting Prada in my head.

    P.S. I was drying my hair this morning and felt like you sent me a DM yesterday that I never answered. Is that the case?

  • glenn_ferrell

    @ginidietrich Yes – but I think it was just an FYI. Can’t remember details. Was it regarding ethics and Michael Arrington ?

  • glenn_ferrell

    @ginidietrich@KenMueller Just tell her it was a bad habit you picked up from Arment.

  • @ginidietrich I have switched from Feedburner (unreliable) to Aweber and it rocks (not an affiliate)

    I remember using CC back in 2008 to send newsletters. It is great for that but Aweber allows a lot more integration with wordpress and tracking.

  • @RobertDempsey What do you think of Wooprah? I use it on my site and it seems very similar to Clicky and Hitsniffer

  • @ginidietrich

    That advance copy keeps me way ahead of the curve. @KenMueller

  • ginidietrich

    @glenn_ferrell I’ll have to scroll back through and see if I can find it.

  • ginidietrich

    @glenn_ferrell I’ll have to scroll back through and see if I can find it.

  • ginidietrich

    @glenn_ferrell HAHAHAHA! LOL! Good ol’ Charles Arment.

  • ginidietrich

    @glenn_ferrell HAHAHAHA! LOL! Good ol’ Charles Arment.

  • ginidietrich

    @John Falchetto Does Aweber let you curate content from your blog/website?

  • ginidietrich

    @John Falchetto Does Aweber let you curate content from your blog/website?

  • @ginidietrich You can create newsletters directly from your Blog RSS feed if that’s what you mean.

  • @John Falchetto haven’t used it. But if it gives you the data you need to make decisions run with it.

  • Great stuff, not enough is said about using metrics to track effectiveness. This does work for products as well as services – but sometimes you need to force it a bit.

    Small biz that has products for sale can send use “web only” specials to make the link between visitors and sales very clear. These hit your regulars, so it’s very different than coupon based strategies that don’t always translate into long-term customers. Giving your regulars a reward for loyalty is worth the discount no matter what. I usually recommend a big discount like 50% (limited time) for a big splash. You then find out a ratio of visitors to a page versus the people who came in to take advantage of the sale very directly.

    There’s a ton more to say on this but this is good stuff as it is, the only thing I wanted to highlight was the connection to the bottom line.

  • _davidhorne_

    I believe so. Using content to filter customers that are “right” or “right now” is applicable for products and services.

  • _davidhorne_

    I believe so. Using content to filter customers that are “right” or “right now” is applicable for products and services.

  • I don’t know about PR specifically but doing reviews for products is always easier than services, services vary from client to client, but products are mostly static and don’t have the human interaction element which can have more variance. Of course some products are defective or software have bugs.

  • Amie Marse

    I totally think it’s doable. In fact, you hit the nail on the head when you wrote “It doesn’t matter what business you’re in, using the web works for all of us…and none of us are so unique that the ideas and philosophies won’t work.”

    Maybe you want to go the easy route and have Infusionsoft do it for you, or you can just do it with an excel spreadsheet. However you funnel your leads, everything is at your fingertips. Great post!

  • Amie Marse

    I totally think it’s doable. In fact, you hit the nail on the head when you wrote “It doesn’t matter what business you’re in, using the web works for all of us…and none of us are so unique that the ideas and philosophies won’t work.”

    Maybe you want to go the easy route and have Infusionsoft do it for you, or you can just do it with an excel spreadsheet. However you funnel your leads, everything is at your fingertips. Great post!

  • Amie Marse

    I totally think it’s doable. In fact, you hit the nail on the head when you wrote “It doesn’t matter what business you’re in, using the web works for all of us…and none of us are so unique that the ideas and philosophies won’t work.”

    Maybe you want to go the easy route and have Infusionsoft do it for you, or you can just do it with an excel spreadsheet. However you funnel your leads, everything is at your fingertips. Great post!

  • ginidietrich

    @John Falchetto Hmmmm…I’ll have to check it out. My big issue with the content management system for Spin Sucks Pro is there isn’t an email capability. So, when we upload new content, we’re going to have manually distribute it to our subscribers in an email. Super frustrating.

  • ginidietrich

    @wabbitoid You and I think so much the same it’s kind of scary.

  • ginidietrich

    @wabbitoid You and I think so much the same it’s kind of scary.

  • ginidietrich

    @wabbitoid You and I think so much the same it’s kind of scary.

  • ginidietrich

    @_davidhorne_ I think so, too.

  • ginidietrich

    @_davidhorne_ I think so, too.

  • ginidietrich

    @_davidhorne_ I think so, too.

  • ginidietrich

    @Dragon Blogger Great point about reviews. When you add the human element, you have to account for chemistry, too.

  • ginidietrich

    @Dragon Blogger Great point about reviews. When you add the human element, you have to account for chemistry, too.

  • ginidietrich

    @Dragon Blogger Great point about reviews. When you add the human element, you have to account for chemistry, too.

  • ginidietrich

    @Amie Marse I was making fun of a client last week because they still use Excel to track their leads…and they have hundreds of customers. Their CFO and I are the hunt to get them to change. Soon.

  • ginidietrich

    @Amie Marse I was making fun of a client last week because they still use Excel to track their leads…and they have hundreds of customers. Their CFO and I are the hunt to get them to change. Soon.

  • glenn_ferrell

    Harder to blame gumby-on-the-desk…

  • Amie Marse

    @ginidietrich Haha, that’s pretty funny. Yes, if you have more than 50 leads you need to utilize the one of a gazillion options out there.

    And of course if you don’t have more than 50 leads your problems are much bigger than tracking 🙂

  • Amie Marse

    @ginidietrich Haha, that’s pretty funny. Yes, if you have more than 50 leads you need to utilize the one of a gazillion options out there.

    And of course if you don’t have more than 50 leads your problems are much bigger than tracking 🙂

  • ginidietrich

    @Amie Marse I love the word gazillion. We’ll be fast friends because you used it. #thatisall

  • Kristy Stewart

    I can definitely see this working for services. I’m not in PR, but I am a freelance editor, and I know providing links to necessary information would definitely decrease the amount of time I wasted on clients who don’t understand how a good editor breaks out his or her services (I get so many people who think you can edit for everything from commas to character arcs all in one pass). Even if it doesn’t necessarily increase the number of times I close on a deal, just as you pointed out, it would definitely increase the amount of time I spent with qualified prospects.

  • Kristy Stewart

    I can definitely see this working for services. I’m not in PR, but I am a freelance editor, and I know providing links to necessary information would definitely decrease the amount of time I wasted on clients who don’t understand how a good editor breaks out his or her services (I get so many people who think you can edit for everything from commas to character arcs all in one pass). Even if it doesn’t necessarily increase the number of times I close on a deal, just as you pointed out, it would definitely increase the amount of time I spent with qualified prospects.

  • ginidietrich

    @Kristy Stewart That’s really key for me. It’s really frustrating to spend a bunch of time with a prospect, only to discover they a) don’t understand what you do, b) can’t afford you, or c) really want to work with you, but don’t have a need. I’d MUCH rather disqualify people through content than spend a bunch of non-billable time that doesn’t go anywhere.

  • Can’t agree enough. I’ve already decided that this week I’m going to start writing the educating content I need and I’ll get it up on my site as soon as possible. Thanks for passing along that tidbit from Marcus.

  • Can’t agree enough. I’ve already decided that this week I’m going to start writing the educating content I need and I’ll get it up on my site as soon as possible. Thanks for passing along that tidbit from Marcus.

  • ginidietrich

    @Kristy Stewart Did you happen to see the blog post I wrote after his first webinar that talks about the four types of content you can write to drive inbound leads? If not, I’ll link to it here for you. It’s SUPER helpful.

  • @ginidietrich I probably did. I’ve lurked and read so many posts here that I can’t keep them straight anymore. A link would be wonderful though. I only started my business’s blog a few weeks ago, so I’m still getting the feel of it and I could probably use a reminder or two about how to use it properly..

  • @ginidietrich I probably did. I’ve lurked and read so many posts here that I can’t keep them straight anymore. A link would be wonderful though. I only started my business’s blog a few weeks ago, so I’m still getting the feel of it and I could probably use a reminder or two about how to use it properly..

  • @ginidietrich I probably did. I’ve lurked and read so many posts here that I can’t keep them straight anymore. A link would be wonderful though. I only started my business’s blog a few weeks ago, so I’m still getting the feel of it and I could probably use a reminder or two about how to use it properly..

  • ginidietrich

    @Kristy Stewart This is it: http://spinsucks.com/marketing/four-content-ideas-for-driving-inbound-leads/

    The nice thing about it is it doesn’t have to be a blog. For instance, the pricing recommendation we do on our website, not here on the blog. As long as it’s somewhere that you can link to, you’re golden.

  • ginidietrich

    @Kristy Stewart This is it: http://spinsucks.com/marketing/four-content-ideas-for-driving-inbound-leads/

    The nice thing about it is it doesn’t have to be a blog. For instance, the pricing recommendation we do on our website, not here on the blog. As long as it’s somewhere that you can link to, you’re golden.

  • @ginidietrich Thanks so much! I already have pricing listed on my website (I *hate* when people keep you wondering–it’s as much a waste of time for the customer as it is for the producer if the price isn’t right from the get-go), but I haven’t put up anything for the other things he recommends. Yet.

  • Yes – it’s all about packaging. When you give your client a list of deliverables it becomes a package and can be easily be treated as a product so the same tools apply.

  • ginidietrich

    @Ameena Falchetto I’m a big, big fan of productizing your services.

  • @ginidietrich Best compliment ever! Thanks!

    The main difference is that I’m new to this field, and as such going after the kind of client I know – neighborhood small biz. I’m still learning how to find clients, which is the nice way of saying I’m constantly broke & starving. But I’ll be getting some workshops together shortly with someone else, we’ll see how that goes. Hopefully it’ll beat all the shoeleather work I have to do now!

  • glenn_ferrell

    @ginidietrich@Ameena Falchetto Me too. Hard work. Wish it were easier to do 🙂

  • I think you just came up with a new word! Productizing: the act of turning your services into a product. 🙂 @ginidietrich @Ameena Falchetto

  • Good to know about Aweber. I see @aherzog uses it as well; must check it out! @John Falchetto @ginidietrich

  • Great Gini! This is exactly the kind of post I’m after. Real business inspiration.

    I liked the look of HubSpot on Marcus’s presentation but was put off by the price of entry. Google Analytics are cool, but can take some folks time to get their head around.

    How do you find Clicky ? Is it a better option, or just a compliment to Google A?

  • Great Gini! This is exactly the kind of post I’m after. Real business inspiration.

    I liked the look of HubSpot on Marcus’s presentation but was put off by the price of entry. Google Analytics are cool, but can take some folks time to get their head around.

    How do you find Clicky ? Is it a better option, or just a compliment to Google A?

  • ginidietrich

    @jonbuscall Clicky tells me WHO is visiting so I use it with the analytics. I can’t get that kind of information from Google. And…it’s free so may as well give it a try!

  • ginidietrich

    @wabbitoid It’s a sucky, sucky time right now. No double dip recession my butt.

  • ginidietrich

    @glenn_ferrell@Ameena Falchetto If it were easier, everyone would be doing it (that was so my mother right there).

  • @ginidietrich or: if it were easy, it would be called snowboarding.

  • ginidietrich

    @Lisa Gerber Are you smoking crack in there? Do I need to come check on you?

  • @EricaAllison@ginidietrich@Ameena Falchetto actually, one of my clients is the Software Productization Center at Millersville University.

  • @ginidietrich@Lisa Gerber monkey see, monkey do

  • @Lisa Gerber You obviously never saw me on skis 😉 Forget snowboarding

  • Gini Dietrich

    That’s why I ski Deer Valley.

  • glenn_ferrell

    @ginidietrich@Ameena Falchetto Gosh darn ! (That was in case your mother’s listening.)

  • Arment Dietrich, Inc.

    Alta for me!

  • Joseph Heidler

    I never thought snowboarding was that easy!

  • TheSalesLion

    @ginidietrich Dang you woman, NOW you tell me about this awesome blog post once I’m running out the door. Back soon to comment..thanks!!!

  • ginidietrich

    @jackielamp Oh another blog post idea! Thank you.

  • ginidietrich

    @TheSalesLion I was kind of hoping you’d miss it. Bwahahaha!

  • @John Falchetto really? You can’t ski? an athlete such as yourself?

  • @ginidietrich yes, Starbursts. send help and get them out of the office. Who bought them anyway? I’m like Jack Bauer. I find that stuff.

  • @ginidietrich yes, Starbursts. send help and get them out of the office. Who bought them anyway? I’m like Jack Bauer. I find that stuff.

  • ginidietrich

    @Lisa Gerber Patti bought them for us. A couple of weeks ago when I was having a I NEED SUGAR NOW freak out.

  • Gini Dietrich

    Alta allows snowboarders.

  • Gini Dietrich

    Joe, it’s not easy. But it’s easier to pick up than skiing.

  • Arment Dietrich, Inc.

    Taos allows snowboarders. Alta is still for skiers. – LG

  • Arment Dietrich, Inc.

    And Joe, I am a total hypocrite. I have never even been on a snowboard, so I don’t even know first-hand. (for the record) – LG

  • Gini Dietrich

    Alta in Utah? They totally allow snowboarders. I almost killed one there last year.

  • Uhmm, hi…I hope you read my guest post, too!

    (That’s for Gini’s benefit, Kristy…heh; she’ll get it!)

    @Kristy Stewart

  • No, they just said we’re in it! Doesn’t that make you feel better now? @ginidietrich

  • You scare me. You’re becoming a Marcus twin. I thought we were. Nope, I got some work to do.

  • HowieSPM

    This is dangerous when I arrive at a post a day late. Just ask bdorman264

    Also I already left a comment on G+ yesterday so I felt that was plenty. >8)

    The simple answer based on your title: YES

    Now for my nittygriddyblog worthy answer. Products are often services. The difference is they are once removed. If I buy a fridge from you it will provide me the service of keeping my food cold. If I buy a car from you, it will provide me the service of getting around. Sometimes I think the reason we categorize differently is because the Direct Marketing Association created these SIC codes. To me a customer is a customer. A vendor is a vendor. Whether it is something physical or something knowledge or software based we all want what we buy to work. We all have similar expectations on price vs value.”You went with the cheap choice what did you expect?’ We all have similar expectations on support whether it be mechanical or knowledge based for what we buy, which is also affected by our price vs value decisions.

    So PR should work the same for both.

    Now for the body of your post because I don’t think it matches your title. Because you are describing your lead generation and sales process. In fact you are merging inbound marketing with outbound marketing and sales. In my previous life in direct sales our marketing department would place ads in Industry Trade Pubs with little survey cards that when filled out entered to win a prize. (Inbound Marketing), then those cards would come to the responsible sales person to follow up with. First we would qualify the lead (80% were dead they just wanted to enter into the drawing) you do this based on your analytics. The other 20% would either be qualified leads or they worked at a company i could sell to and were a referral point. And I would usually mail them catalog info and email them online info based on the products they would most likely use. And progress into the sales cycle.

    You are doing all of this electronically. But where you are falling down (sorry I am a sales guy) is I would be calling every one of the qualified leads up on the phone to discuss things live. First though if you have an email I would scout their business and get an idea of what they do, where you would fit (A-D PR services or Spin Sucks Pro). Ask them some leading questions then target what you know would be the closing type pitch.

  • HowieSPM

    @Soulati | PR no. The world is not ready for a @Marcus_Sheridan twin. If it was 2012 I would say End of Days!

  • HowieSPM

    @ginidietrich@jonbuscall I get emails from hubspot all the time but normally they get deleted. Still not sure what it is. I am one of those people who is very hard to market or capture online in anyway. In fact the only way these days is say hi to me on the Twitter and me read a worthwhile blog. Plus if anyone gives me grief or gets too pushy I have an Army behind me!

  • HowieSPM

    @ginidietrich@Ameena Falchetto productizing ok whew it didn’t pass spell check. That would of be a Gynormous coup if it had.

  • HowieSPM

    @John Falchetto@Lisa Gerber weren’t you banned from the Alps for embarrassing the locals with your triple axle double 570 mctwist jumps on the bunny hill John?

  • HowieSPM

    @Kristy Stewart never agree with @Gini Dietrich it really causes issues at work. By 4pm anytime @lisagerber disagrees with her she will say ‘Oh yeah go to my blog see how many people say I am right’

    You need to say you agree but make it so she isn’t so sure she is being agreed with.

    Here try this ‘That sounds like an angle that might work’ or ‘Hmmm I didn’t look at it that way let me think about it thank you for the possible insight’

  • HowieSPM

    @Kristy Stewart

    never agree with @Gini Dietrich directly it really causes issues at work. By 4pm anytime @lisagerber disagrees with her she will say ‘Oh yeah go to my blog see how many people say I am right’

    You need to say you agree but make it so she isn’t so sure she is being agreed with.

    Here try this ‘That sounds like an angle that might work’ or ‘Hmmm I didn’t look at it that way let me think about it thank you for the possible insight’

  • HowieSPM

    @Kristy Stewart@lisagerber I tried insierting Gini between Directly and It but for some reason Gini’s name doesn’t come up.

  • HowieSPM

    @ginidietrich@Dragon Blogger I disagree on reviews. I think they are the same. What I am thinking your view is all customers have different needs for services and I am sure some are high maintenance with outsized expectations and others barely need support thus will review differently. But products are the same. Often products are used outside their recommended specifications. And then someone can slam you for the product not performing.

  • HowieSPM

    @ginidietrich@wabbitoid but Erik often is wiser and calmer. You are more the street fighter type.

  • @HowieSPM Ok, since you drug me into this I concur 100% about picking up the phone and calling all the qualified leads. This will increase your chance of success tremendously. Quality not quantity as 20% of your customers will make up 80% of your revenue.

    All of these resources you have to reach your prospects are just part of the puzzle (I didn’t say tools) and maybe I’m just old school enough to think you will increase your chances of success by communicating with live conversation.

    I don’t even know if we will be a good fit unless I have a chance to meet or at least talk with you so we can see what the challenges and expectations are. Price/cost are secondary if I can bring no value or improve your bottom line. Then I’m just a vendor and look and act just like everyone else. Harder to cut through the rabble to be hired and way too easy to fire.

    That’s my story for today and I’m sticking with it.

  • ginidietrich

    @HowieSPM@jonbuscall I’m actually a Hubspot fan. They’re content is really, really good. You should check out one of their eBooks.

  • ginidietrich

    @HowieSPM@jonbuscall I’m actually a Hubspot fan. They’re content is really, really good. You should check out one of their eBooks.

  • ginidietrich

    @HowieSPM@jonbuscall I’m actually a Hubspot fan. They’re content is really, really good. You should check out one of their eBooks.

  • ginidietrich

    @Soulati | PR Oh honey. We ARE twins! I just like using this method of business development waaaaaaaaay more than sitting at a networking event, where we all get 30 seconds to give our schpeil.

  • ginidietrich

    @Soulati | PR Oh honey. We ARE twins! I just like using this method of business development waaaaaaaaay more than sitting at a networking event, where we all get 30 seconds to give our schpeil.

  • ginidietrich

    @Soulati | PR Oh honey. We ARE twins! I just like using this method of business development waaaaaaaaay more than sitting at a networking event, where we all get 30 seconds to give our schpeil.

  • ginidietrich

    @HowieSPM Um, we ARE calling them live. That comes in the meeting form – either on the phone or in person. In fact, your last paragraph is exactly what we do. But the nice thing is, by the time we meet with them, we know they’re already qualified. You would not believe, before this, how much time I wasted on meetings that never went anywhere. To the tune of 15-20 hours a week.

  • ginidietrich

    @HowieSPM Um, we ARE calling them live. That comes in the meeting form – either on the phone or in person. In fact, your last paragraph is exactly what we do. But the nice thing is, by the time we meet with them, we know they’re already qualified. You would not believe, before this, how much time I wasted on meetings that never went anywhere. To the tune of 15-20 hours a week.

  • @HowieSPM@ginidietrich 道可道,非常道。

    🙂

    Thank you, Howie, that means a lot – especially from you. But you know me through my writing. Get a few beers in me and it’s different.

    Double Dip? Um, I can show that by any conventional measure we never really recovered from the 2001-2002 recession before plunging into a “new” one a scant 5 years on. That makes this either a Triple Dip or, as more people are joining me in calling every day, a Depression. That means something is happening that is much bigger than most people will talk about.

    Well, Gini and I do, at least. I know I’m in good company.

  • @HowieSPM@ginidietrich 道可道,非常道。

    🙂

    Thank you, Howie, that means a lot – especially from you. But you know me through my writing. Get a few beers in me and it’s different.

    Double Dip? Um, I can show that by any conventional measure we never really recovered from the 2001-2002 recession before plunging into a “new” one a scant 5 years on. That makes this either a Triple Dip or, as more people are joining me in calling every day, a Depression. That means something is happening that is much bigger than most people will talk about.

    Well, Gini and I do, at least. I know I’m in good company.

  • ginidietrich

    @bdorman264@HowieSPM We all agree. The last part of the puzzle is chemistry. But I don’t want the chemistry check until I know you can afford me and like the way we think and work with other clients.

  • ginidietrich

    @bdorman264@HowieSPM We all agree. The last part of the puzzle is chemistry. But I don’t want the chemistry check until I know you can afford me and like the way we think and work with other clients.

  • ginidietrich

    @Soulati | PR LOL! Smarty pants!

  • ginidietrich

    @Soulati | PR LOL! Smarty pants!

  • ginidietrich

    @Soulati | PR LOL! Smarty pants!

  • @HowieSPM@lisagerber Haha! I never knew there were these interpersonal dynamics I had to keep track of. I’ll bear that in mind next time I comment.

  • @HowieSPM@lisagerber Haha! I never knew there were these interpersonal dynamics I had to keep track of. I’ll bear that in mind next time I comment.

  • @HowieSPM@lisagerber Haha! I never knew there were these interpersonal dynamics I had to keep track of. I’ll bear that in mind next time I comment.

  • ginidietrich

    @Kristy Stewart I would ignore all of these crazy people. Just keep doing your thing. 🙂

  • I’m confused; who the flip wrote this post? @HowieSPM I believe you think you did…step aside for the alien invasion.

  • @HowieSPM@ginidietrich Howie, you make a good point about people using products outside their specification. It is hard to compare them though because like apples to oranges.

    Let’s say I were to review an MP3 player and how it worked, compatibility with media formats…etc. vs someone’s SEO service or Web Design service. The parameters and variations in a service provided far exceed even someones attempt to use a product outside of scope.

    It is just from my experience in having done dozens of product reviews and only about 1/3 as many service related reviews over the past 3 years. In general I found that it is easier for me to write a product review than a service review. It of course is subjective to the reviewer much like the product or service varies on expectations and how it’s used.

  • ginidietrich

    @Soulati | PR I did! Ignore @HowieSPM !

  • HowieSPM

    @ginidietrich HAHA! So I am guessing @Lisa Gerber and @jennalanger limited your word count to omit that last key part! I know so few direct Sales folks come here but that be me! I fill so many hats here at Spin Sucks I think I earned a T-Shirt by now! Or at least a business card with some title. Wait….no. Asshat is not a title! Don’t even go there.

  • @HowieSPM@ginidietrich@jennalanger But dillhole IS!!!

    Howie, when we hit the bigtime, and have t-shirts, you will be one of the first. trust me.

  • @ginidietrich May I just say ‘Amen x 1000’ to that one Gini 😉

  • @ginidietrich Hubspot has set the bar for free content in many ways, that’s for sure. But what I love about them is that they have a green light to everyone in their organization– over 200– to produce content. So although some may complain they have ‘too’ much content out there (that’d be me on occasion), they have set the bar for work-place synergy and curation– a topic in and of itself.

  • @ginidietrich Hubspot has set the bar for free content in many ways, that’s for sure. But what I love about them is that they have a green light to everyone in their organization– over 200– to produce content. So although some may complain they have ‘too’ much content out there (that’d be me on occasion), they have set the bar for work-place synergy and curation– a topic in and of itself.

  • @ginidietrich Hubspot has set the bar for free content in many ways, that’s for sure. But what I love about them is that they have a green light to everyone in their organization– over 200– to produce content. So although some may complain they have ‘too’ much content out there (that’d be me on occasion), they have set the bar for work-place synergy and curation– a topic in and of itself.

  • @Kristy Stewart Perfect vision Kristy. That’s exactly what you need to do. And naturally, because you do spend more time with qualified folks, then you end up selling more services. Knowing how to really use your existing content the right way, to make sales, is simply a matter of following the 80/20 rule. That’s all this stuff really is if you boil it down to the most basic.

    So give it a try, I’d love to know how it goes for you!

  • @Kristy Stewart Perfect vision Kristy. That’s exactly what you need to do. And naturally, because you do spend more time with qualified folks, then you end up selling more services. Knowing how to really use your existing content the right way, to make sales, is simply a matter of following the 80/20 rule. That’s all this stuff really is if you boil it down to the most basic.

    So give it a try, I’d love to know how it goes for you!

  • @KenMueller GREAT point Ken. I’ve been screaming this lately (I know folks are getting sick of it), but we’ve got to stop having a mentality that ‘we’re the exception’. Instead, we need to understand principles, and then see how they apply to our situation.

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