a content marketer’s guide to selling
TRANSCRIPT
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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
8 Top Sales Tips From King Content Director
CAMERON UPSHALL
BEING A CONSULTANT ISN’T SEXY
BUT IT SURE DOES SELL
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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
“TELLING’S NOT SELLING” Greg Weinstein, Boiler Room
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THE MAJORITY OF SALESPEOPLE THAT I’VE MET ARE SO SELF-
INVOLVED, THAT THEY FORGET TO ASK WHAT THEIR CUSTOMERS
ACTUALLY WANT
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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TRADITIONAL SALES TACTICS
DURING MY FIRST 12 MONTHS IN THE SALES WORLD, I QUICKLY DISCOVERED
THAT TRADITIONAL TACTICS DON’T WORK.
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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2. LISTEN DON’T TALK 3. BE A GOOD CONSULTANT 4. MARKETING IS SALES AND SELLING IS
MARKETING 5. BE CONFIDENT, BUT NEVER ARROGANT 6. SELLING IS A PROCESS 7. LINKEDIN IS YOUR BEST FRIEND 8. RELATIONSHIPS ARE IMPORTANT BUT
RECIPROCAL CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
Unless you are really focused and
love what you are doing, customers
will see straight through you.
THE BEST THING YOU CAN DO IS MOVE ON AND
FIND AN AREA THAT YOU WANT TO WORK IN.
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1. BELIEVE IN YOUR PRODUCT 2. LISTEN DON’T TALK 3. BE A GOOD CONSULTANT 4. MARKETING IS SALES AND SELLING IS
MARKETING 5. BE CONFIDENT, BUT NEVER ARROGANT 6. SELLING IS A PROCESS 7. LINKEDIN IS YOUR BEST FRIEND 8. RELATIONSHIPS ARE IMPORTANT BUT
RECIPROCAL CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
YOU HAVE TWO EARS AND ONE MOUTH
USE THEM PROPORTIONATELY
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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
BY LISTENING TO YOUR CLIENT
OR PROSPECT, YOU WILL
BETTER UNDERSTAND THEIR
BUSINESS, THEIR PAIN POINTS
AND HOW YOU CAN BEST SERVE
THEIR NEEDS.
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1. BELIEVE IN YOUR PRODUCT 2. LISTEN DON’T TALK 3. BE A GOOD CONSULTANT 4. MARKETING IS SALES AND SELLING IS
MARKETING 5. BE CONFIDENT, BUT NEVER ARROGANT 6. SELLING IS A PROCESS 7. LINKEDIN IS YOUR BEST FRIEND 8. RELATIONSHIPS ARE IMPORTANT BUT
RECIPROCAL CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
BUILDING STRUCTURES AND
PROCESSES THAT KEEP YOUR CLIENTS
Articulate your services in a business context that is
relevant to your audience.
• Reply to emails on :
me
• Meet expecta:on
s
• Return Calls
• Take Notes
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1. BELIEVE IN YOUR PRODUCT 2. LISTEN DON’T TALK 3. BE A GOOD CONSULTANT 4. MARKETING IS SALES AND SELLING IS
MARKETING 5. BE CONFIDENT, BUT NEVER ARROGANT 6. SELLING IS A PROCESS 7. LINKEDIN IS YOUR BEST FRIEND 8. RELATIONSHIPS ARE IMPORTANT BUT
RECIPROCAL CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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THIS IS HANDS DOWN THE MOST IMPORTANT
THING I’VE LEARNT.
When you market correctly,
It can fill in the gaps between the face to face meetings that you have with clients
It creates a constant touch-point; whether a client subscribes to Your blog or follows your posts on LinkedIn.
1.
2.
In the content marketing industry, selling is just one facet of the client relationship.
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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THERE ARE MANY TIMES WHEN
CUSTOMERS HAVE READ SOMETHING AND
CALLED ME:
“I want that!”
“Great article!”
Marketing, when done well is a sales tool that can push prospects along the path to purchase. Use it!
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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1. BELIEVE IN YOUR PRODUCT 2. LISTEN DON’T TALK 3. BE A GOOD CONSULTANT 4. MARKETING IS SALES AND SELLING IS
MARKETING 5. BE CONFIDENT, BUT NEVER ARROGANT 6. SELLING IS A PROCESS 7. LINKEDIN IS YOUR BEST FRIEND 8. RELATIONSHIPS ARE IMPORTANT BUT
RECIPROCAL CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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BE CONFIDENT BE OPEN
RESPECT THE OPINIONS OF OTHERS DEMONSTRATE HUMILITY
CONFIDENCE INSTILLS CONFIDENCE
If you show a client that you are confident, they will likely get the sense that you can
do the job for them.
If you show a client that you are arrogant, the client will put up their defenses and
walk away.
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
I can do it!
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1. BELIEVE IN YOUR PRODUCT 2. LISTEN DON’T TALK 3. BE A GOOD CONSULTANT 4. MARKETING IS SALES AND SELLING IS
MARKETING 5. BE CONFIDENT, BUT NEVER ARROGANT 6. SELLING IS A PROCESS 7. LINKEDIN IS YOUR BEST FRIEND 8. RELATIONSHIPS ARE IMPORTANT BUT
RECIPROCAL CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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There will be deviations, but if you follow the process, the results will, more often than not, be positive ones.
The more active you are within this process, the more successful you will be. Once you understand the inner workings of your client’s business, anything is possible.
Look at the activities that drive the most amount of return and map out a plan to ensure that your
strategy is consistent. Track everything and refine the approach.
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
PROCESS = positive results
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1. BELIEVE IN YOUR PRODUCT 2. LISTEN DON’T TALK 3. BE A GOOD CONSULTANT 4. MARKETING IS SALES AND SELLING IS
MARKETING 5. BE CONFIDENT, BUT NEVER ARROGANT 6. SELLING IS A PROCESS 7. LINKEDIN IS YOUR BEST FRIEND 8. RELATIONSHIPS ARE IMPORTANT BUT
RECIPROCAL CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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COLD CALLING MAY WORK FOR SOME PEOPLE, HOWEVER I’VE HAD ZERO SUCCESS.
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
I don’t like pushing things down peoples’ throats. That’s why I love content marketing, because it’s not hard to sell.
I
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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
When you’re prospecting, use your network, give people Value, share relevant content and get on board with LinkedIn’s
Publishing functionality. Don’t be afraid to reach out to people who might need your services.
Instant Active
High Value
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1. BELIEVE IN YOUR PRODUCT 2. LISTEN DON’T TALK 3. BE A GOOD CONSULTANT 4. MARKETING IS SALES AND SELLING IS
MARKETING 5. BE CONFIDENT, BUT NEVER ARROGANT 6. SELLING IS A PROCESS 7. LINKEDIN IS YOUR BEST FRIEND 8. RELATIONSHIPS ARE IMPORTANT BUT
RECIPROCAL CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
To be able to tell a client that you think that they are going down the wrong track or making a bad
decision is invaluable. This approach will build respect and trust. Treat your clients like you treat
your friends, because all good relationships involve give and take.
GIVE GIVE GIVE
STRONG RELATIONSHIPS ARE THE
KEY TO SALES SUCCESS
Give as much of yourself as possible. You will not need to ask for anything in return – it will come to you.