For most boutique agency owners and content creators, the ebb and flow of project work is a brutal cyclical tide. At its peak, it’s a chaotic crash of projects landing on the shores of a 14-hour workday. And when the work recedes back to low tide, one is left checking their watch wondering when the high seas of more sales will return again.
So when given the opportunity to enroll in a course hosted by legendary HubSpot Sales Director Dan Tyre, I jumped at it. For the next 8 weeks, he promised to help us break the cycle of project work and teach my fellow HubSpot Agency Partners the art of quality pipeline generation.
Spoiler alert: There is no magic system, no silver bullet to his method. Dan’s success is rooted in being ridiculously helpful, artfully confident and occasionally, a little goofy. It starts with a simple mantra: “I’m calling to help”.
We’re a growth agency
Yes, we love creating content, it’s our specialty. But to a business owner, a video or blog campaign can be a costly spend with limited ROI. Businesses need growth, and as a HubSpot Agency Partner, we have the tools, data, and research to make it happen. Reframing our collective mindset from marketing agency to growth agency was the first step to scaling up.
With that in mind, we focused our efforts on delivering maximum value for our clients in areas like:
- Generating more leads online
- Acquiring more customers and closing more deals
- Boosting customer engagement for repeat business
- Gaining a cutting-edge competitive Advantage
But telling isn’t selling. Steamrolling your prospect into taking an exploratory meeting is still writing wood (that’s a shitty lead in Boiler Room).
Have you seen Game of Thrones?
In the world of Dan Tyre, personality reigns supreme…Cold calls aren’t a contentious affair. But “The ones who make the calls will win all the business” he reminded us week-in and week-out.
Instead of jumping right into business, he recommends a more human approach: Ask personable questions, be funny, start a dialog.
“Are you a GOT fan? How about that dragon battle!”
“Are you having any fun today? Why are you in the office so early?”
“Hmmm, tell me more about that… 🤔”
With a bit of conversation rolling, the prospect will inevitably ask why you’re calling. “I’m calling to help”, you’ll say. “What do you need help with?” Then shut up. Listen. Be empathetic. And in return, give them something of value. Offer a few tips to help them strengthen their website or some research you’ve collected that can help them solve a challenge they face.
What’s in it for me?
It’s human nature to wonder, “What’s in it for me?” While a prospect might be delighted by your video skills, your marketing automation offering or blogging tactics, nothing lights up the lizard brain more than a conversation about the bass boat or sports car they’ll buy if they hit their revenue goals for the year. Everyone has a boss, and everyone is motivated by some internal metrics their boss will use to determine if it’s been a successful year. Discover what motivates your future customer and win more business. Simple as that.
Always Be Helping
Selling in 2019 means always be helping. Your marketing agency is a lifeline to customer growth. Experts in solutions engineering. Helping customers build a bridge from where they are to where they want to be. Helping is a fundamental key to growing a successful business.
One of the great things about HubSpot is their commitment to providing heaps of value for free. If you’re an entrepreneur, a business owner, a VP of sales, CEO, freelancer or anywhere in between, check our the vast amount of resources they offer to help the world become a more synergistic place. Personally, I’d start right here, at the free Inbound Marketing Course.
Many thanks to Dan Tyre and the HubSpot team for their guidance, support and relentless focus on doing the most good for the world as possible. And if Mellowest can help your business in any way, don’t hesitate to visit our website or reach out to firstname.lastname@example.org.