B2B Web Seminars – Get to the Point

  • Posted on June 22, 2017
  • by John Scranton

Insurance Agency WebinarsI recently attended a web seminar that provided very insightful information that was relevant to my area of focus.  However, the key points of this webinar were delivered every 5 to 10 minutes and spread over an hour plus presentation.  Most business executives I know do not have the time or the patience for this model.  They would have to assign an administrative person to attend, taking the decision maker out of the equation.

Our suggestion? Get to the point.  Be professional, but be concise.  Spend 1-2 minutes teeing up your presentation, not 10 minutes.  Trim the fat of your content so only the high value material is featured in 20-30 minutes.  If the busy executive you wish to sell to needs to leave his or her desk for a bathroom break or another cup of coffee – you have overstayed your welcome on their desktop.

Action items: target your content, be mindful of your prospects time, and get to the point.

Originally Posted by John Scranton in June 2012

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Posted in: B2B Marketing, Web Seminars
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Sales & Marketing Tip of the Day: Narrow Your Focus

  • Posted on June 6, 2017
  • by John Scranton

What services do you provide?  Why would people want to do business with you?  How are you better than the next guy?

These simple questions are much too difficult for many agency executives to answer.  The answers are clouded by the abstract concepts and strategies we read in the trade magazines explaining how to mask the fact that we are selling insurance.  The quandary is further complicated for those who are striving to be everything to everyone – and are at risk of being nothing to no one.

The fastest and most effective path to cleaning the dust off of your value proposition and finding your true mission as a salesperson or producer is to narrow your focus.  Keep throwing the darts at the 20 until you can consistently hit your target.  Only then should you consider going for the 19’s, 18’s or bulls-eye.

StartUpSelling provides marketing solutions to insurance agencies.  Our deep industry expertise allows us to understand the challenges our clients face and to create effective solutions.  Our virtual model allows us to deliver a compelling value and responsive service.

Those are my responses to questions above.  Delivered from memory as fast as I can type.  They are easy to answer, because we have a highly focused sales and marketing strategy.

Originally Posted on May 14, 2012 by John Scranton

 

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Posted in: B2B Marketing, Business, Insurance Agency Lead Generation, Insurance Agency Marketing, Sales
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Marketing Sauce

  • Posted on April 6, 2017
  • by John Scranton

SauceOnce a month or so, my wife and I invest our Sunday in the careful production of spaghetti sauce.  We use her family recipe, which begins with 3 pounds of ground sirloin, 10 large cans of tomatoes and a page long list of vegetables, spices, herbs and other goodies – and ends with two very large pots of delicious sauce.

It takes about an hour to cook the meat, chop the veggies, and to measure and mix each of the other ingredients.  Once everything is simmering on the stove, we wait patiently for 3+ hours while the concoction cooks.  After eating the initial celebratory meal, we package up all the extra sauce and freeze it for future Sundays.  Factoring in the shopping and cleanup, its long process.

The key elements to sauce success are the variety of ingredients and time.  If any of the ingredients are neglected, the sauce does not produce the optimum result.  Too little garlic or a lack of fresh basil can cause me to miss the target.  Not enough patience will result in an undercooked, mediocre product that crushes my ROI.

Executing a marketing campaign is very much like cooking sauce.  With meat and tomatoes you have a foundation that could sustain you, but with a variety of spices, herbs, vegetables and a splash of wine you have a delicious product that will feed you for a long time.  Tasting the sauce early on will allow you to measure your progress, but will not be a clear indicator of your future results and return.

Integrating several web marketing initiatives will over time yield a superior result to traditional programs, as long as you are willing to wait until it has cooked long enough for all the flavors to come together.

Originally Posted by John Scranton on January 9, 2012

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Posted in: B2B Marketing, Business, Insurance Agency Marketing
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An Embarrassment of Riches

  • Posted on January 31, 2017
  • by John Scranton

FC BarcelonaI am a big fan of the soccer team FC Barcelona.  I have always respected their approach to developing talent, and love to watch their style of play.  I make an attempt to watch as many of their matches as my schedule allows.  Last night, I watched a replay of their Champion’s League massacre of Shakhtar Donetsk.  While preparing for a free kick from just beyond the penalty area, three star players gathered to discuss who would be taking the kick.  The announcer proclaimed this to be “an embarrassment of riches.”

I thought to myself “an embarrassment of riches? That’s it! That’s the key to marketing success!”  So I immediately went out and hired three of the worlds best marketers, signed them to eight-figure salaries and began shopping for a new yacht.  Just kidding.  Sort of.  Kidding about the eight-figure marketing assassins and the yacht, but not kidding about the embarrassment of riches being the key to success.  Let me explain.

Barcelona had three players with unique and distinctly different styles circling this free kick.  Dani Alves who delivers powerful strikes, Lionel Messi who often curls a ball into the upper corner, and Xavi who might lob the ball over the wall onto the head of a teammate.  All different, all effective, all with certain potential to score a goal.

When attacking your marketplace, it is extremely unlikely that only one marketing initiative will be the key to success.  But fully developing three (or more) unique and distinct campaigns will provide a much greater likelihood of market penetration.  In my case, this consists of 1) eMarketing & Webinars 2) Blogging & Social Media and 3) Referrals and Cross-Selling.  Three groups, each consisting of multiple elements.  This creates a multi-dimension approach that touches prospects in a variety of ways, giving them many opportunities to respond to my messaging.

A properly executed integrated marketing campaign generates sales activity in many different ways with a variety of prospects – and hopefully leads to an embarrassment of riches for your business.

Originally Posted on April 8th, 2011 by John Scranton

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B2B Web Seminars – Get to the Point [From the Archives]

  • Posted on July 8, 2016
  • by John Scranton

Insurance Agency WebinarsI recently attended a web seminar that provided very insightful information that was relevant to my area of focus.  However, the key points of this webinar were delivered every 5 to 10 minutes and spread over an hour plus presentation.  Most business executives I know do not have the time or the patience for this model.  They would have to assign an administrative person to attend, taking the decision maker out of the equation.

Our suggestion? Get to the point.  Be professional, but be concise.  Spend 1-2 minutes teeing up your presentation, not 10 minutes.  Trim the fat of your content so only the high value material is featured in 20-30 minutes.  If the busy executive you wish to sell to needs to leave his or her desk for a bathroom break or another cup of coffee – you have overstayed your welcome on their desktop.

Action items: target your content, be mindful of your prospects time, and get to the point.

Originally Posted by John Scranton in June 2012

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Posted in: B2B Marketing, Web Seminars
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Expiration Dates = Urgency [From the Archives]

  • Posted on June 24, 2016
  • by John Scranton

Insurance Agency Marketing

Never underestimate the advantage you have when selling a product with an expiration date.  Insurance producers often take this for granted when it should be viewed as a cherished closing tool.  Those of us selling marketing services, cars, computers, or real estate all have to create urgency in our prospects.  Instilling that sense is arguably the greatest challenge salespeople face.  Ex dates allow you to hurdle that fence quickly, creating ample time to focus on other elements of the sale and to execute with precision.

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Posted in: B2B Marketing, Business, Insurance Agency Lead Generation, Insurance Agency Marketing, Sales
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Insurance Lead Generation Insurance Agency LeadsWhat services do you provide?  Why would people want to do business with you?  How are you better than the next guy?

These simple questions are much too difficult for many agency executives to answer.  The answers are clouded by the abstract concepts and strategies we read in the trade magazines explaining how to mask the fact that we are selling insurance.  The quandary is further complicated for those who are striving to be everything to everyone – and are at risk of being nothing to no one.

The fastest and most effective path to cleaning the dust off of your value proposition and finding your true mission as a salesperson or producer is to narrow your focus.  Keep throwing the darts at the 20 until you can consistently hit your target.  Only then should you consider going for the 19’s, 18’s or bulls-eye.

StartUpSelling provides marketing solutions to insurance agencies.  Our deep industry expertise allows us to understand the challenges our clients face and to create effective solutions.  Our virtual model allows us to deliver a compelling value and responsive service.

Those are my responses to questions above.  Delivered from memory as fast as I can type.  They are easy to answer, because we have a highly focused sales and marketing strategy.

Email this to someonePin on PinterestShare on TumblrTweet about this on TwitterShare on LinkedInShare on Google+Share on Facebook

Posted in: B2B Marketing, Business, Insurance Agency Lead Generation, Insurance Agency Marketing, Sales
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Marketing Sauce [From the Archives]

  • Posted on March 31, 2016
  • by John Scranton

SauceOnce a month or so, my wife and I invest our Sunday in the careful production of spaghetti sauce.  We use her family recipe, which begins with 3 pounds of ground sirloin, 10 large cans of tomatoes and a page long list of vegetables, spices, herbs and other goodies – and ends with two very large pots of delicious sauce.

It takes about an hour to cook the meat, chop the veggies, and to measure and mix each of the other ingredients.  Once everything is simmering on the stove, we wait patiently for 3+ hours while the concoction cooks.  After eating the initial celebratory meal, we package up all the extra sauce and freeze it for future Sundays.  Factoring in the shopping and cleanup, its long process.

The key elements to sauce success are the variety of ingredients and time.  If any of the ingredients are neglected, the sauce does not produce the optimum result.  Too little garlic or a lack of fresh basil can cause me to miss the target.  Not enough patience will result in an undercooked, mediocre product that crushes my ROI.

Executing a marketing campaign is very much like cooking sauce.  With meat and tomatoes you have a foundation that could sustain you, but with a variety of spices, herbs, vegetables and a splash of wine you have a delicious product that will feed you for a long time.  Tasting the sauce early on will allow you to measure your progress, but will not be a clear indicator of your future results and return.

Integrating several web marketing initiatives will over time yield a superior result to traditional programs, as long as you are willing to wait until it has cooked long enough for all the flavors to come together.

Originally Posted by John Scranton on January 9, 2012

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Posted in: B2B Marketing, Business, Insurance Agency Marketing
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An Embarrassment of Riches [From the Archives]

  • Posted on December 17, 2015
  • by John Scranton

FC BarcelonaI am a big fan of the soccer team FC Barcelona.  I have always respected their approach to developing talent, and love to watch their style of play.  I make an attempt to watch as many of their matches as my schedule allows.  Last night, I watched a replay of their Champion’s League massacre of Shakhtar Donetsk.  While preparing for a free kick from just beyond the penalty area, three star players gathered to discuss who would be taking the kick.  The announcer proclaimed this to be “an embarrassment of riches.”

I thought to myself “an embarrassment of riches? That’s it! That’s the key to marketing success!”  So I immediately went out and hired three of the worlds best marketers, signed them to eight-figure salaries and began shopping for a new yacht.  Just kidding.  Sort of.  Kidding about the eight-figure marketing assassins and the yacht, but not kidding about the embarrassment of riches being the key to success.  Let me explain.

Barcelona had three players with unique and distinctly different styles circling this free kick.  Dani Alves who delivers powerful strikes, Lionel Messi who often curls a ball into the upper corner, and Xavi who might lob the ball over the wall onto the head of a teammate.  All different, all effective, all with certain potential to score a goal.

When attacking your marketplace, it is extremely unlikely that only one marketing initiative will be the key to success.  But fully developing three (or more) unique and distinct campaigns will provide a much greater likelihood of market penetration.  In my case, this consists of 1) eMarketing & Webinars 2) Blogging & Social Media and 3) Referrals and Cross-Selling.  Three groups, each consisting of multiple elements.  This creates a multi-dimension approach that touches prospects in a variety of ways, giving them many opportunities to respond to my messaging.

A properly executed integrated marketing campaign generates sales activity in many different ways with a variety of prospects – and hopefully leads to an embarrassment of riches for your business.

Originally Posted on April 8th, 2011 by John Scranton

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Posted in: B2B Marketing, Business, Sales
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From the Archives: B2B Web Seminar Tip – Get to the Point

  • Posted on April 16, 2015
  • by John Scranton

B2B Web Seminars – Get to the Point

downloadI recently attended a web seminar that provided very insightful information that was relevant to my area of focus.  However, the key points of this webinar were delivered every 5 to 10 minutes and spread over an hour plus presentation.  Most business executives I know do not have the time or the patience for this model.  They would have to assign an administrative person to attend, taking the decision maker out of the equation.

Our suggestion? Get to the point.  Be professional, but be concise.  Spend 1-2 minutes teeing up your presentation, not 10 minutes.  Trim the fat of your content so only the high value material is featured in 20-30 minutes.  If the busy executive you wish to sell to needs to leave his or her desk for a bathroom break or another cup of coffee – you have overstayed your welcome on their desktop.

Action items: target your content, be mindful of your prospects time, and get to the point.

Originally Posted on June 22, 2012 by John Scranton

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Posted in: B2B Marketing, Insurance Marketing, Web Seminars
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