Gini Dietrich

Join Tom Martin for a Special Livefyre Q&A Today

By: Gini Dietrich | October 23, 2013 | 

Join Tom Martin for a Special Livefyre Q&A TodayBy Gini Dietrich

If you love to make cold calls, please raise your hand.

Bueller, Bueller? Anyone?

As it turns out, not only do most of us hate cold calling, we hate receiving cold calls.

Sure, there is the thinking that cold calls work because no one makes them anymore, but when was the last time you made a phone call and the person actually answered their phone?

Enter Tom Martin. Tom is the author of The Invisible Sale, which shows you how to use social media, content, and email marketing to prospect through influence, create more qualified leads, shorten your sales cycle, and increase your conversion rates.

Tom is on a 10 city charity book tour (which started in Chicago on Sunday) and might be coming your way soon! He’s in New York City tonight, Washington, D.C. tomorrow, Atlanta on Friday, Dallas on Sunday, Austin on Monday, and back home in New Orleans on Tuesday.

If you live in any of those cities and want to see Tom live, check out the event listings here.

If you don’t live in any of those cities, don’t worry your little head! You can get Tom live, in the comments here, today!

Today’s Livefyre Q&A

At noon ET (that’s 11:00 CT, 10:00 MT, and 9:00 PT for those of you who can’t do time zones), Tom is going to be hanging out in the comments so you can ask him anything and everything about the book, how he’s feeling on day four of his 10 city tour, his favorite thing about New Orleans, if he thought Sean Payton deserved his suspension, or how to sell invisibly.

In order to participate, all you have to do is:

  • Make sure you have a Livefyre account or be ready to sign in with one of your social networks.
  • Set a reminder for noon ET today.
  • Order the book so you can help Tom out, but also get your learn on.
  • Create a list of questions.
  • Come back here, scroll to the bottom, and write a comment in the form of a question. As soon as you hit “post comment,” Tom will see it and reply to you. You can even join the conversation around questions others are asking, if you like.

We’ll be here for an hour so you can join us the entire time or step in and out during the hour. It’s entirely up to you; just make sure you’re here before 12:59.

Win a Copy

Those of you who participate in today’s Livefyre Q&A (even if you’re late to the party, but not if you’re an Arment Dietrich employee) will be entered in a random drawing for a free copy of the book.

We bought two copies and will give them away, but you have to actually leave a comment, ask a question, or participate in the chat to be entered in the drawing. Otherwise we won’t know you were here.

Get ready with your questions and join the conversation. And don’t fear! If you missed the live portion of this, we’ll keep the drawing open until midnight PT so you still have time to get in your questions.

Former Guests and Who’s Next

For former guests, check out Margie ClaymanSarah RobinsonMark StoryBeth HaydenSarah EvansStanford SmithChris BroganC.C. ChapmanMitch Joel, Danny Brown, Chuck Hemann, Michael Brito, and DJ Waldow.

And following is the lineup through the end of the year so mark your calendars!

Same bat time, same bat channel.

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.

Spin Sucks in Your Inbox

275 responses to “Join Tom Martin for a Special Livefyre Q&A Today”

  1. RebeccaTodd says:

    As will I! This sounds fantastic. Now can you send me a reminder to set a reminder? Thanks.

  2. belllindsay says:

    I don’t even HAVE a home phone anymore. And *never* answer my cell if I don’t know the number. This is gonna be a GREAT chat. 🙂

  3. lizreusswig says:

    Really looking forward to this!  Working with a new client and I have a feeling this will be a relevant issue for them! See you in a bit…oh, and RebeccaTodd this is your reminder to set your reminder! 😉

  4. DallasK says:

    I’m actually thinking I might gain some knowledge from this….

  5. belllindsay says:

    We’ll get started in five minutes! 🙂

  6. belllindsay says:

    Welcome to today’s Q&A folks!  Gini’s in a meeting that’s running a little late, so I’ll get this ball rolling – Tom, why does cold calling get such a bum rap?

  7. TomMartin says:

    Well I think it doesn’t so much get a bad rap as folks just hate doing it. It’s emotionally draining because 99% of the time the outcome isn’t what you want/need.

  8. susancellura says:

    Are there ways one can prepare/behave so as to have a better success rate than 1%?

  9. I loved your post about the sales radar vs. the traditional sales funnel. For someone tasked with creating nurture frameworks and behavioral workflows, the digital funnel model makes sense, but I see its limitations.
    Are we going to see a new model emerge or tossing aside the presumption that prospects never have moved linearly enough?

  10. KateFinley says:

    Hi Tom! Q for you: What are some of the tangible tools you use to help shorten the sales cycle?

    • TomMartin says:

      KateFinley Love social networks and email… my email newsletters and “hey thought you’d find this interesting” emails are my #1 resource to shorten the cycle.

  11. I had an old colleague I hadn’t heard from in a while contact me to tell me she was back on her own as a freelancer and was looking for good in-person networking opportunities. I have my own feelings on this but would love to hear your thoughts on lead share groups, business card exchanges, etc. Are they still valid and useful considering we can make deep and lasting relationships with people from the comfort of our own desks? Sorry, I tend to be wordy.

  12. belllindsay says:

    TomMartin Can you talk a bit about the “invisible funnel” – what is it?

    • TomMartin says:

      belllindsay TomMartin its the part of the sales process that folks can’t see… where the buyer is self educating – – hiding behind the anonymity of a Google Search to do research without letting you know they are there or in the market. 
      Lots of companies think their sales cycle is shrinking – i disagree…think more of it is just becoming invisible to them

  13. I still remember the days when my commission dollars were linked to talk time and dials/day.

  14. lizreusswig says:

    Question…in B2C (ie, Real Estate sales), what are some better alternatives to the cold/warm call?

  15. SavvyCopywriter says:

    Hi Tom! I need to pass out your book to some select people in a networking group I attended here in town that still believe cold calling is effective… (so much so that they give my number to people to call me, but never give me a heads up to expect the call or ask if it’s something I might actually be interested in.) 
    What are your thoughts on cold/warm emailing? For example, finding an influencers email address on a website and sending them a quick note about a piece they wrote. Effective? Annoying? I feel it’s less intrusive than cold calling, but still doesn’t always get a great response.

    • belllindsay says:

      SavvyCopywriter I love this idea – it’s organic – build the relationship before you milk it! 😉

    • TomMartin says:

      SavvyCopywriter personally I’d comment on the post first. Except for high comment sites like Gini’s — so many bloggers are suffering from comment decline. So it really stands out. 
      Follow them on Twitter — if they tweet — make friends there… 
      I’d wait to email them until you’ve demonstrated and achieved some level of relationship… think you’ll be more likely to get response to your email that way

  16. belllindsay says:

    Great questions everyone, keep them coming! TomMartin What is the HECK is the science of propinquity?? And how does it relate to “The Invisible Sale”?

  17. ginidietrich says:

    I’m out of my meeting! Trying to catch up on what’s already been asked so I don’t do a repeat. Back in a  second.

  18. SavvyCopywriter says:

    Okay, another question @TomMartin 🙂 Do you see the new Hummingbird search algorithm making a super significant impact on the invisible funnel because of the hidden keywords? Some people are terrified about it, others (like me) are kind of indifferent but I’d love to hear your thoughts! Should I be panicking more than I am?

    • TomMartin says:

      SavvyCopywriter no because I’m not so SEO focused in biz dev. Only 10 companies (pages) win the google war… I don’t like those odds. So I try to optimze and encourage clients to do same but I spend way more time looking for Propinquity Points and trying to intercepta prospect BEFORE they’re even in the active research phase. 
      There are people far more talented at creating audiences than me… so I just offer to create killer content for them and then borrow those audiences from time to time.

  19. ginidietrich says:

    What if you run a business that doesn’t have self-educated buyers? Can you create the curiosity for them to want to learn more before they buy?

  20. catrinasharp says:

    I’m late to the party but I’d like to say that I love this topic, hate cold calls & cannot wait until companies truly understand how important learning more about and connecting with the buyer is! I hope it comes sooner than later! Okay.. now to catch up!

  21. ginidietrich says:

    What are your favorite apps or software for creating high-quality content?

  22. Question for TomMartin … I had an old colleague I hadn’t heard from in a while contact me to tell me she was back on her own as a freelancer and was looking for good in-person networking opportunities. I have my own feelings on this but would love to hear your thoughts on lead share groups, business card exchanges, etc. Are they still valid and useful considering we can make deep and lasting relationships with people from the comfort of our own desks? Sorry, I tend to be wordy.

    • lizreusswig says:

      jonmikelbailey TomMartin Oh, please answer his question! 🙂

    • catrinasharp says:

      jonmikelbailey TomMartin I think it depends on the chemistry of the group. Some I find valuable and some I just find salesy and it is like “speed networking” in multiple infomercials. Headache! But I assume that if you make one or two valuable relationships, they are worth it.

      • RebeccaTodd says:

        catrinasharp jonmikelbailey TomMartin That’s my take on it, Catrina.

      • TomMartin says:

        catrinasharp jonmikelbailey TomMartin all comes down to intent. 
        If your goal is to give out 50 cards… it will suck and be unproductive. If your intent is to find 2-3 folks that you can help or that can help you… it’s wonderful.

        • SavvyCopywriter says:

          TomMartin catrinasharp jonmikelbailey How do you manage expectations when peoples intent differs from yours? Some people go to those groups to do nothing but hand out business cards, while others like the one jonmikelbailey is likely referring to want to make true connections and not risk getting cold called by people that she has no intent of doing business with. I’ve found that sometimes these groups can be a drain because, although my intent is to offer something of value and work with others who can provide me the same, others just want to SELL SELL SELL and that leads to me having to deal with an aftermath of annoying, unproductive cold calls (this has caused me to stop answering my phone for unknown phone numbers)

  23. ginidietrich says:

    Why do you still use Typepad? I feel like all the cool guys still use it. Sigh…

  24. ginidietrich says:

    We have a client whose sales force insists on using the “flesh grab” as their sales technique. We’ve been working with them for three years and one of the sales reps has made the transition to some of the things we do and, even though he’s had incredible results, the others still refuse. Any advice for getting them to at least experiment with us?

  25. belllindsay says:

    Who’s Sean Payton…??

  26. catrinasharp says:

    TomMartin I find it very difficult to convince the “sales guys” or those with the mentality that cold calls “works” to use social media and to connect with prospects without shoving a sales pitch in their face. I find it very .. frustrating and challenging. Any suggestions on talking/motivating that person that has been cold calling the past 25 years and “it works”?

    • TomMartin says:

      catrinasharp TomMartin well it does work… just not very efficient. show them how touching folks on Social is just like checking in on the phone… help them see social media as the new ballgame or golf course… chance to build a relationship but at a far larger scale

  27. This may have already been asked, but what are your thoughts on using webinars or in-person real live seminars?

  28. TomMartin says:

    computer issues working on fix  sorry

  29. lizreusswig says:

    So…anyone got a good joke?

  30. catrinasharp says:

    This is a smart concept for sales people to pick up anyway! Throw your audience a curve ball by knowing what they are tweeting about or sharing their content. In the most non-stalkerish way, know about what they want to talk about and they won’t use all those “objections” you are taught to overcome. If you show that you care, there will be less of those silly objections. If I’m not the decision maker, I’m more willing to pass you along because you aren’t trying to spit out an elevator pitch before I can get a word in. ha, I’m so glad I saw ginidietrich’s tweet a few minutes ago. This is great venting! haha

  31. belllindsay says:

    Technology!!!! Why hast thou forsaken us!!??

  32. ginidietrich says:

    Well, we only have seven minutes remaining and it looks like Tom got waylaid. So we’ll wrap up a bit early. Thanks for stopping by, Crazies! We’ll do a drawing for a copy of the book tomorrow.

  33. belllindsay says:

    Thanks for being here TomMartin!!

  34. TomMartin says:

    ok back now— where were we

  35. RebeccaTodd says:

    Thanks TomMartin for the great responses and all the Crazies for making me laugh so much my office is ready to vote C) Rebecca is insane.

  36. TomMartin says:

    Thanks everyone… great time… if anyone reads the book — be sure to let me know what you think of it!

    • ginidietrich says:

      TomMartin I make them all buy a copy… whether or not they read it is another story.

      • ginidietrich  TomMartin I didn’t know this was happening until now!  I missed it 8( 
        Spoiler Alert!

        Great book I can not believe how much action the central characters get involved with as they travel the world trying to solve a dangerous gun running syndicate while undercover as celebrity reality TV chefs. The amount of near death experiences Paula Dean and the Iron Chef (not their real names!) have especially when they are in the Moscow Subways. Luckily Paula Dean always has her mace sized can of Pam Non-Stick Spray to foil the crooks on the run! I was kept awake a few nights unable to put it down.
        Oh wait the Invisible Sale. Sorry wrong book. I blame DwayneAlicie

  37. ginidietrich says:

    Drumroll, please! The winners of Tom’s book are… SavvyCopywriter and RobBiesenbach. Both of you get me your mailing addresses and I’ll get you books!

  38. […] Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark Schaefer, Gini Dietrich, Rob Biesenbach, and Steve […]

  39. […] Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark Schaefer, Gini Dietrich, Rob Biesenbach, Steve […]

  40. […] Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark Schaefer, Gini Dietrich, Rob Biesenbach, Steve […]

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