Your Go To Market Sales Strategy 5 Must Know Steps to a Big HUGE Launch

Your Go To Market Sales Strategy 5 Must Know Steps to a Big HUGE Launch
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    Are you a new company looking to launch your offering?
    Or maybe you're at an existing company
    but you have something new that you want to take to market.
    Well either way this is not a moment
    to just wing your go-to-market strategy.
    You want to have a thorough understanding of
    exactly how you're going to make sure
    that what you have to sell flies off the shelves,
    so to speak.
    And a great go-to-market strategy can be
    the difference between your offering floundering
    or massive success.
    It's not just about having something great to sell.
    The strategy has to be rock solid.
    So in this video I'm going to show you
    the ideal go-to-market sales strategy,
    five must-know steps to a big, huge launch.
    Check it out.
    (logo clicks)
    Number one, clarify what your offering does for clients.
    The biggest mistake in sales that I see time and time again
    is companies getting really excited
    about the product or the service that they have to sell.
    So when it comes time to introducing that product or service
    to new prospects, what do they do?
    They talk all about the product or service,
    and they're focused on all of the benefits,
    all of the awesome features that they have.
    What the prospect is thinking to themselves is
    I don't care.
    I don't care what your offering does.
    What I care is that it's solving my challenges,
    it's improving my life.
    So what we need to do is take a step back
    from the actual offering, and start to map out
    exactly what that offering does for clients.
    I'll give you an example.
    Let's say you have a marketing company,
    and so you have a marketing service, an agency.
    So it's really tempting to talk about
    all the cool tools that you use,
    and all of the benefits that you have,
    but what does the prospect really care about?
    They are about generating new business.
    So how does what you do help them generate new business
    or solve the challenges that they have right now
    which is that they don't have enough leads
    coming in the door, or their sales people
    aren't meeting with enough new prospects?
    Same thing if we look at the operations space.
    Let's say you have a product
    that will improve operational efficiency.
    They don't care about exactly what it's doing
    out on the assembly line.
    They don't care at all.
    All they care about is what is it going to do
    to solve the problems that they have on the assembly line?
    I hope you're starting to see the picture here.
    Let's just imagine even in a consumer example.
    Let's say you book events, let's say weddings, right?
    It's so easy to get caught up in
    how beautiful the space is and this and that,
    but at the end of the day they want to make sure
    that the event is going to be awesome,
    it's going to be special.
    So understand what your offering does for clients.
    Once you have that, now you can communicate in a way
    that the prospect really thinks.
    Number two, map out your outreach strategy.
    This is a place where I find so many organizations
    are really haphazard about
    what that outreach strategy is going to be.
    It's basically hey, we have a list of people,
    maybe we do, maybe we don't, and what we're going to do is
    we're gonna call them, we're gonna email them,
    we're going to send out some stuff,
    but we don't really have a clear understanding of
    exactly what we're doing at each step.
    So what we want to do in this go-to-market strategy is
    really map out what does the entire process look like,
    what does that entire outreach strategy look like?
    When are we making calls, when are we leaving voice mails,
    when are we sending emails, what do those emails look like,
    what do they say?
    When are we sending a package?
    What are we doing for advertising and
    how does this all fit together?
    So what I challenge you to really think about is
    what does this whole process look like,
    and then start to fill in the gaps of exactly
    how we want to have each script looking
    and all of that.
    But when we map out that entire outreach strategy,
    it challenges us to really think about okay,
    where do we have holes here?
    What do we need to be doing, what could we be doing better?
    How could we utilize maybe some other tools
    like LinkedIn or
    any other type of a tool
    that's maybe more marketing focused?
    It doesn't matter, but how do we fill in all of those gaps
    and make sure that we have the content that we need,
    everything that we need?
    Once we have that laid out, now we have a much more clear
    and concise strategy for going to market.
    Number three, get very clear on who does what.
    It's so easy to say okay, sales team this is all you,
    you just have to start contacting people and just go for it.
    But again, I think what we've already done is
    clarified that we need a more clear plan.
    Oftentimes that plan requires a lot of different hands
    on deck to make sure that the whole process comes together;
    and to look at all of the people on your sales team as
    just the same folks who have to make
    the same types of calls is really not
    looking at it strategically.
    Of course you have the marketing folks
    who are gonna be obviously much more focused on
    the marketing piece;
    but how do the different sales people fit
    within different areas?
    Maybe you're going to have some folks
    who are just focused solely on outbound emailing
    to cold prospects, so their whole job is going to be
    focused on sending out emails.
    Maybe you'll have other people who are gonna be
    really focused on just making those calls,
    following up on those calls.
    Other people might be focused on
    dealing with the warm leads.
    Other folks might be dealing with the inbound leads.
    Get very clear on who is doing what within this process,
    and then of course how is the marketing department
    serving you and the sales team to make sure
    that these leads are really hot and are qualified?
    Number four, execute with consistency.
    There is a tendency,
    particularly with go-to-market strategies,
    to try to get everything done in a couple of days,
    and quite frankly that's just silliness
    because all it's going to do is either lead to burnout
    or to just a really sloppy go-to-market strategy.
    What we want to do is really lay out
    what are the metrics, what are the expectations
    over the next couple of months,
    and how can we have those key activities done
    on a consistent basis?
    So let's say you're sending out emails
    and you're making calls, and this all fits
    within your go-to-market strategy.
    How do you map that out and then execute
    just a little chunk each day,
    so at the end of the day you have a consistent
    and repeatable process that even after
    that initial go-to-market strategy, continues on?
    So think about how can small chunks of work
    be done on a daily basis to make sure
    that this is executed not just over the course of
    one big week, but instead over the course of
    many months, and ultimately into years?
    So it's really thinking about how can we have
    consistent bite-size chunks that all come together?
    Number five, assess how it's going and tweak.
    This is really underappreciated.
    I think sometimes we get into a flow
    and we start doing something and it's kind of working,
    and so we just stick with it and we never look back.
    But the most effective go-to-market strategies
    are dynamic; there is a component of
    we're testing a lot of different things.
    I don't want to call it the old pot of spaghetti
    that you're throwing at the wall and seeing what sticks,
    but to some degree we never know,
    particularly in a go-to-market strategy,
    because by definition it's new,
    we don't know exactly what's going to work.
    So my challenge to you is to think about
    how can we start to have a process
    for consistently identifying what's working
    and do more of that, and whatever is not working
    we stop doing.
    So it's a process of constantly tweaking.
    If you're sending out a lot of emails,
    how can you be testing different subject lines?
    How can you be testing different calls to actions?
    With your calls, how can you be testing
    different value propositions,
    different ways of setting meetings;
    all of these pieces that are going to come together
    that you want to be constantly challenging
    the assumptions that you have about what is
    and what isn't working?
    So this ultimately, you can see that this is a process
    that continues to repeat over and over again
    as we assess what's working and then continue tweaking.
    So there is the ideal go-to-market sales strategy,
    the five must-know steps to a huge launch.
    I want to hear from you, which of these ideas
    did you find most useful?
    Be sure to share below in the comments section
    to get involved in the conversation.
    And if you enjoyed this video,
    then I have an awesome free e-book on 25 tips
    to crush your sales goals.
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