Webinar: Effective Selling In An Uncertain Market

Oct 16, 2020 Elizabeth Basile

Todd Caponi, author of the award-winning book, The Transparency Sale (and former sales leadership team member for the Marketing Cloud), and Susan Marshall, Torchlite founder and CEO, talk effective selling in an uncertain market.   [embed]https://vimeo.com/468654909[/embed] Consensus selling is hard. Consensus buying is harder. And given that our buyers are now remote and surrounded by continued uncertainty, the deck is heavily stacked against the sellers.But there’s good news. In times of uncertainty, we can actually read the minds of our buyers. Using a little behavioral science combined with practical application, we can shift the deck back in our direction.   In this hour long webinar, you’ll learn How to drive more sales by connecting with your prospects. How you messaged and sold in an up-market will not work in a down-market. How the buying brain engages, prioritizes, decide, and buys. Immediately actionable tips to optimize your messaging, positioning & prospecting.   Todd Caponi Author, Speaker, Workshop Leader Todd Caponi is the author of the best-selling and 3x award-winning book, The Transparency Sale, a speaker & workshop leader as CEO & Founder of Sales Melon LLC, and Managing Director of Chicago’s VentureSCALE. Previously, he had spent almost 4 years building the revenue capacity of Chicago’s PowerReviews from the ground up as their Chief Revenue Officer…turning it into Illinois’ fastest-growing tech company. Prior to that, he’s held sales leadership roles with 3 other tech companies, including ExactTarget, where he helped drive the organization to a successful IPO and a $2.7B exit through the acquisition by Salesforce.com. He’s a former American Business “Stevie” Award winner for VP of WW Sales of the Year, and also once owned & operated a sales training company.

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Meet Salesforce Datorama Expert Brad B.

Oct 02, 2020 Elizabeth Basile

Datorama is a centralized platform for marketing data and decision making across teams. Every marketing performance, outcome, and investment in one place. Torchlite Flexpert Brad B. specializes in helping businesses connect and unify data in scalable solutions with intelligence performance monitoring built in. Businesses large and small have relied on Brad's expertise to design custom workspaces allowing for more efficient and effective marketing uses of company data. Datorama was built for marketers and media professionals to strike the perfect balance between automation and customization.    What does this mean for Torchlite customers? This means you can be sure your Datorama workspace, and most importantly your data, is accurate, timely, and working for the specific and unique needs of your business.   Data management Modeling Analytics Actions Brad is experienced in both marketing communications and data analysis, providing a unique perspective to help businesses not just display data, but also tell stories as they learn and progress with critical KPI insights.   Delivering a single source of truth. Datorama can take any data -- in any format  -- into the platform with AI machine learning, making cross channel insights easy. Working with Torchlite gives our customers access to professional, certified freelancers like Brad.  Align your business goals, build data governance processes, ensure proper naming conventions and data standards, and integrate multiple data sources to display campaign performance in one easily accessible, central location.  Torchlite Flexperts deliver concrete value, saving companies time and money while providing 360 degree views of their marketing activities, creating a single source of truth for critical decision making.  Visit torchlite.com to learn more about how we can help with all your Salesforce support needs.

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Clinical Empathy Can Be Your Superpower

Sep 25, 2020 Elizabeth Basile

Clinical empathy is key to survival in 2020. When sellers understand the human experience of decision-making, they win, according to advisor and best selling author of The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results, Todd Caponi. Buyers are in a completely different mindset than they were in January. They need sellers who understand what problems they are managing and what goals they are trying to reach. Beyond that, they need to feel that sellers can empathize with their experience. Clinical empathy consciously centers the buyer’s emotional response in the sales process, and according to Caponi, it’s the difference between effective selling now versus six months ago. When a business’ very survival is on the line, real empathy and honesty are more imperative than ever before.    Understanding every company’s three basic survival instincts.  Caponi argues every company is focused on three basic survival instincts, right now. This puts them in the mindset of scarcity, and it’s going to impact their willingness to do business. Using a little behavioral science combined with practical application, sellers can actually read the buyer’s mind, allowing them to more easily connect to their experience and anticipate how to help them.  To understand the human decision making process in business decisions we need only look to ourselves for insight. Our basic response to financial insecurity is threefold:   Eliminate discretionary spending Extend runway while reducing costs on the essentials Avoid downside risks   In times of scarcity, both personally and professionally, our lizard brain kicks in and we start to think about survival over everything else. The same instincts driving personal security are motivating global business decisions. This is because your prospects are, in fact, human beings.   When done right, customers stay, buy more, and advocate on your behalf. The old adage of under-promising and over-delivering creates expectation inflation that works against our natural instincts in stressful situations. When everything is on the line, what we really want is the path of least resistance that fits within the new paradigm. Effective sales reps and marketers create empathic routes for their prospects and customers by anticipating and removing friction from the purchase before they encounter it on their own. A successful sale meets the customer where they are now, under stress, and grows with them when they are ready to scale up. For instance, reduced spending may have included the difficult decision to reduce workforce, but the work still needs to get done. By hiring a certified freelancer, companies can save money and keep their projects on track. Visit Torchlite.com to learn more.    Todd Caponi Author, Speaker, Workshop Leader Todd Caponi is the author of the best-selling and 3x award-winning book, The Transparency Sale, a speaker & workshop leader as CEO & Founder of Sales Melon LLC, and Managing Director of Chicago’s VentureSCALE. Previously, he had spent almost 4 years building the revenue capacity of Chicago’s PowerReviews from the ground up as their Chief Revenue Officer...turning it into Illinois’ fastest-growing tech company. Prior to that, he's held sales leadership roles with 3 other tech companies, including ExactTarget, where he helped drive the organization to a successful IPO and a $2.7B exit through the acquisition by Salesforce.com. He's a former American Business "Stevie" Award winner for VP of WW Sales of the Year, and also once owned & operated a sales training company.   Learn How Transparency & Clinical Empathy Can Be Your Superpower Todd Caponi, author of the award-winning book, The Transparency Sale (and former sales leadership team member for the Marketing Cloud), and Susan Marshall, Torchlite founder and CEO, talk effective selling in an uncertain market.  

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CRMs Are Critical For Small Business Success

Jun 30, 2020 Elizabeth Basile

The Coronavirus dramatically slowed the world economy in early 2020, and traditional offices, services, and retail transformed into cloud-based operations or risked closing permanently. Many were caught off guard by the urgent need for remote access, leaving them scrambling to put systems in place to survive in a world forced to do business from home. Small businesses (SMBs) were disproportionately affected by the global pandemic as they struggled to stay top of mind without direct access to their customers. When a confined workspace became a public health hazard, owners and workers left in droves with their laptops to run the business from home offices, bedrooms, and kitchen tables, hoping to stay connected and open.  CRMs Give SMBs The Edge Many SMBs have adapted at lightning speed, and it’s no secret why; those that had capitalized on advanced commerce and service solutions are faring far better than those who hadn’t. As we know, maintaining customer contact is the lifeblood of small business, and utilizing a CRM isn’t just good business, it’s become a major difference between those who are thriving, and those struggling to survive the continued economic downturn.  CRM technology allows businesses to target the most qualified leads, ramp up retention efforts, increase sales productivity, and provide highly personalized messaging to existing customers. All of this is great on a regular day, but it’s now become an absolute necessity, and one that isn’t going away.  The Right Technology At The Right Time Long before COVID-19 turned the world upside down, customers were demanding more seamless, personalized interactions. There were limitless CRM options for mid-market and enterprise level companies, but nothing that spoke to the needs and budgets of small businesses. That’s when Salesforce, the gold standard in customer relationship management platforms, stepped in. Salesforce Essentials launched in 2018 to help SMBs get on the Salesforce platform quickly, and scale up as needed. The Salesforce Essentials Advisor program trained new Admins on how to provide additional assistance customers may need to set up and maximize this powerful resource for their businesses.  Torchlite has always been there to support all levels of businesses, but as a small business ourselves, we truly understand the importance of the right people at the right time, using the right technology. This month, Torchlite proudly announced the launch of our Salesforce Essentials Advisor Marketplace. It's a new way for small businesses to access certified Salesforce Essentials Advisors on-demand with no long-term contracts, minimums, or limits. As we move forward with the lessons learned from the past few months, we remain committed to helping your business navigate and thrive in these unprecedented times, while creating job opportunities through our talent marketplace.   Learn more at https://torchlite.com/salesforce-essentials-advisors/

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