 Ever the optimist, Award-winning Magician, Scott Tokar, is looking forward to the irreplaceable trade shows he is a part of regularly. His corral of other performers know they can adjust and do online appearances, but nothing replaces the barker at a trade show driving people you never reached before to hear your message through entertainment. This episode of Rooted in Revenue first appeared on SLMA Radio.  Susan Finch interviews Scott to talk about adjusting, the value of performers to help carry the "hosting" load at virtual and in-person events, as well as how you can plan for when in-person events return or how to stand out with your hybrid or virtual event.   About Susan's guest: Scott Tokar, CEO Corporate-Fx Trade Show Magic Group Scott Tokar is unique among magicians, having focused solely on corporate entertainment (Infotainment) and visual communication, he is known today as a “specialist” in tradeshow magic and sales meeting motivation. Unlike his magical colleagues, Scott does not perform in nightclubs, at kids' birthday parties, or picnics.

Rooted In Revenue

Keeping Your Event Attendees Engaged and Wanting More

 Until you address the emotion in a volatile situation with compassion and respect, you will not diffuse a situation and may do more damage raising the intensity to a blistering crescendo. This is the continuing conversation that started a couple of weeks ago with Melissa Agnes. In this episode, we deep dive into one aspect of our response to a crisis, confrontation, and conflict as our brands and key people are bombarded with heavy emotion. Some of what is covered is how to get ahead of high emotional relatability when you can never overcome emotion with pure logic. 1. Validate the emotion.2. Relate to them on that basis.3. Proof and logic to support your position and facts. The tips Melissa gives us will help us protect our brands, but also have more success diffusing situations in our everyday lives. You will want to take notes here. If you missed the first episode with Melissa, Crisis Readiness Equals Freedom, you can listen here > About Susan's guest: Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted speaker, commentator, and advisor to some of today's leading organizations faced with the greatest risks. In Crisis Ready, Melissa Agnes draws from her remarkable experience in helping global brands, government organizations, and world leaders prevent and overcome a range of real-world, high-impact crises. She uses this experience to provide your organization with a clear roadmap to implementing a crisis ready culture–and thus building an INVINCIBLE brand. Order Crisis Ready on Amazon  Crisis Ready is not about crisis management. Management is what happens after the negative event has occurred. Readiness is what is done to build an INVINCIBLE brand, where negative situations don’t occur—and even if they do, they’re instantly overcome in a way that leads to increased organizational trust, credibility, and goodwill. No matter the size, type, or industry of your business, Crisis Ready will provide your team with the insight into how to be perfectly prepared for anything life throws at you. Organizations that are crisis ready are more than just resilient. They’re invincible. Crisis Ready is your roadmap to business invincibility.

Tucking Away Emotion to Build Your Invincible Brand

 When I think of peace of mind in business, it comes from being prepared for the expected, as well as the unexpected. It's not all sparkle ponies, unicorns and laughter. Bad stuff happens. What we do to respond in those moments as leaders and team members can change the course of a company and set into motion a chain reaction of positive outcomes or a Coyote/Roadrunner death spiral into dust. A bit dramatic I know, but I wanted you to have a visual as I introduce you to an expert in crisis readiness, Melissa Agnes. You don't have to put this off. You and your company can immediately take steps to build your crisis readiness. You may have more in place than you think you do. Learn from Melissa Agnes who is the author of Crisis Readiness on Amazon.  About Susan's guest: Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted speaker, commentator, and advisor to some of today's leading organizations faced with the greatest risks. In Crisis Ready, Melissa Agnes draws from her remarkable experience in helping global brands, government organizations, and world leaders prevent and overcome a range of real-world, high-impact crises. She uses this experience to provide your organization with a clear roadmap to implementing a crisis ready culture–and thus building an INVINCIBLE brand. Order Crisis Ready on Amazon  Crisis Ready is not about crisis management. Management is what happens after the negative event has occurred. Readiness is what is done to build an INVINCIBLE brand, where negative situations don’t occur—and even if they do, they’re instantly overcome in a way that leads to increased organizational trust, credibility, and goodwill. No matter the size, type, or industry of your business, Crisis Ready will provide your team with the insight into how to be perfectly prepared for anything life throws at you. Organizations that are crisis ready are more than just resilient. They’re invincible. Crisis Ready is your roadmap to business invincibility.

Crisis Readiness Equals Freedom - 3 Steps

 Susan's guest is Richard Moore. Not only is he a successful architect, but he's a graphic artist and product designer. Richard talks about the unexpected lessons learned when he started mass producing products. With over 100 SKUs, he's been able to successfully refine the process. The first step, hiring someone specifically to manage the production process. They met through a Kickstarter program several years ago launching their Chimeras through Walrus Toys. When Susan asked Richard how he balances his love of being an architect with product development, he tells her that it's not always balanced and that people need to get over insisting everything is always balanced, including the balance between partners in an endeavor. Just keep doing what you love. A quote he used to explain how fortunate he is was taken from architectural school, "Graphic artists always want to be product designers. Product Designers always want to be architects, and architects always want to be graphic artists." He and his partner are able to be all three. Listen to this 24-minute episode about what that looks like, his advice, tips and insights. There will also be a new Kickstarter soon to launch four new toys completely separate from the successful and popular, Chimeras line. He would give us NO hints, you'll just have to get on his mailing list to find out. You don't want to miss the Kickstarter opportunity! Now, I need to go to find my next gifts on ilovehandles.com - they are always inventing SOMETHING I want. Learn more about Walrus Toys, ILoveHandles and Zero One Ten.

Generate Revenue From All of Your Passions

   My guest today is Corinne McCormack for part two of the interview we did a couple of weeks ago about how to build a multimillion-dollar business. Yes, you can, and she has some final tips, advice, and strategies for you in this episode you don't want to miss. Here we go. I'm here with Corinne McCormack, and we have had some great interviews recently and there were a couple of topics though that I wanted to cover with her. Corinne, are you open, let's tackle those last two topics that we didn't get to do in our earlier shows. In your book, From Living Room to Boardroom: How I Launched and Sold a Multimillion-Dollar Business, you tell your whole journey. What I noticed in it is you were very upfront and open to talking about how you were able to borrow against your home to finance the start of your business. You're in New York. You had some equity, you were good. But what do you recommend for people with less than that type of option? Is that a deal-breaker if they can't get that initial funding? Corinne: Let me just start by saying when I write about the apartment in my book, the reality is you're right. It is New York real estate. And after five or 10 years, our apartment value went up to the point that we were able to take out a second and third mortgage, which we used to finance the business. But what people need to understand is that I took a risk. So that when I lost my business, my husband and I were in the process of buying an apartment. And we knew we were on the line for a larger mortgage. I hadn't lost my job, but the president of our company, our parent company went Chapter 11. The president of the company lost his job. I called my accountant because it was four more weeks until our apartment closed.  "Oh, my God, Larry. What do I do? We're going to be closing on this apartment in four weeks, the company is in Chapter 11. what am I going to do? Should we be taking on all of this mortgage?" Because it was a big mortgage, and my accountant said something to the effect, "Well, you have to live somewhere." My husband and I just looked at each other and said, "We're taking the risk. We're going to go into this mortgage, we're going to figure it out. We'll figure out how to make it get paid." So for the first year of my business, we now had this very large mortgage to pay. I didn't have the benefit of substantial real estate when I first launched my business because we were still paying off a mortgage. And at that point, the apartment hadn't increased in value. We were just looking to make mortgage payments. So the first thing I have to say is people who want to make things happen in their life, sometimes you have to take a risk, but you have to take it or you live with regrets. I talk about risk in my book. You have to take a knowledgeable risk. Back to earning money for people or creating money when they want to launch their own business and they don't come from a lot of money, there are a lot more ways to fund startup businesses today than there were back in 1993. There's the internet, there are Kickstart campaigns. So there are opportunities. If you have a great idea for a company and you know how to position yourself online and develop a website, and develop an Instagram account and get a following, and go on Kickstarter and start selling your idea to people, people will gravitate towards you. I was just mentoring a couple of young women who started a business. And they did a Kickstart campaign and they launched enough money that they were able to finance their first round of inventory. A substantial amount of money, so there's a lot of opportunities. It's not what are the troubles or what are the problems to make what I want. It's like, "What do I want and how do I make it happen?" And I remember when I first financed my business, I became part of a women's organization. It was called American Economic Development Corporation. It doesn't exist anymore, but there are a lot of women's organizations out there that you can partner with. And this organization had an event where they invited a senior vice president from Chase Bank to talk to women about financing their business. 200 women attended, I was one of them. He went through this whole presentation about how they wanted to finance startup businesses. And at the end when he had the question and answer session and I said, "Oh, I have a question. I have a really important question. I want to launch this business. I've gone to three different banks looking for money, and all the banks say you need to be in business for two to three years before we'll loan you. But I won't be in business in two to three years unless I get a loan. So it's a catch 22. What am I supposed to do?" So this gentleman said, "Here's my phone number." Yeah, we didn't have emails. There was no internet. "Here's my phone number. Call me tomorrow." So I got on the phone at nine o'clock in the morning. I wanted to be the first one in line to get through because we used to get busy signals. Millennials, yes, you used to use your phone and there was something known a busy signal. If more than one person was talking on the phone, you couldn't talk to the other person. So I wanted to be first in line. I got through, I spoke with him, and then I started on the process to get my loan. And a couple of weeks later I said, "By the way, how many other people reached out after that meeting?" The answer was none. So lots of times people tell themselves that they want something, but then they think of all the reasons why it won't work, and they stop themselves from moving forward to make it happen. So my motto is if you want something, figure out how to get it and go for it. And yes, you're going to need you to take a risk. Nothing comes easy. Susan: I like, too, that you covered through more traditional financing. Sometimes it's a credit union. Sometimes it's the small banks, it's a local bank. I know Chase had launched a new program right at the exact same time. You had perfect timing with them. That's what they were investing in, small businesses because that was the new wave. Corinne: That was the new wave. Right. The internet was up and coming. All of these things were starting to happen and people were starting to understand the value of small businesses. It was just perfect timing, and yet it wasn't perfect timing because there was also a bad recession going on at the same time. So again, had I told myself the story, you know that, oh, it's a recession. People aren't spending money. Things are bad. I better get another job. I never would have launched my own company. You really need to believe in yourself. I had asked a lot of people prior to launching my own business because I knew someday I wanted to do it. "What do you need to have when you launch your own business?" And people said to me, among other things, you need enough money in the bank that you got two years worth of salary. So in case you don't make any money, you could draw on that. I didn't have any money in the bank. We had nothing. We had a new mortgage and no job, and my husband was working, but my salary wasn't coming in. So I had a severance package that would last for six months. That's what I had. Susan: I think the nos are all fear-driven, and they are also those that don't have enough drive. It is their excuse. It is their show stopper. When they hit that fork in the road, it's the path easily taken that's smooth and paved. And you can see the end of the path. I think what people need to remember too is okay if it doesn't work, what's the worst that it can be? Can you survive that? And if you think that all the way through rather than just I can't do it because I'm afraid of that, how bad really is that? And how much does that stink? Can you dig yourself out of that? And I think once you have those, to me those are safety net thoughts. It takes the fear out of the risk, out of the leap, out of the trust. Corinne:  You have to want it more than you fear it. There's a lot of things out there that are scary and you know, what if. But if what you want is stronger and your drive to succeed is stronger, and your belief that you're going to figure out a way no matter what. And that's what I believed. I kept saying to myself, "I'm going to figure out how to find the money for this company no matter what." And that's what I did. And when the bank said to us, "You need to put your property up as collateral against your loan," meaning if the business goes under, you lose your home. My husband and I said, "Well, go for it." Because what are our other options, not to go for our dream? We'd rather roll the dice and risk at all, than sit back and say, "No. That's too risky. I don't want to do it." No regrets. No regrets. Right. And you're right, you do have to move forward and you have to have ... You know, what's the worst that can happen? And something bad happens, I'll figure out a way to get out of that too. So you really do need to believe in yourself. And the nice thing about the world today is that there is the internet, there are opportunities to reach out to like-minded people. I have an Instagram page called Corinne Consults. People can come on there and ask me questions. I'm happy to, to talk to people. I have a website, corinnemccormackconsulting. Come on my website. I'm happy to talk to you. And there's different, and it's not just me. There's a world out there of people that if you Google something, you can get the answer very quickly. And you just need to to make it happen. But check the credibility of whose advice you're following. You need to be smart enough to be able to judge the crap from the good. On the web, there can be a lot of hucksters, shall we say. Susan: Any ding-dong can have a microphone and can type. The last thing on the financing  I want to remind you, most of your communities have community grants. And especially if you are creating an opportunity that could hire another person in your community. Remember, grants don't have to be repaid. Grants are a, "Hey. Make it happen, guys. Let me see what you can do with it." Look deeper. It isn't always just about the Kickstarters, as we know. It isn't always about the banks. Be creative. How bad do you want it? Go get it. Believe in yourself. Corinne McCormack, this has been a wonderful wrap up to these conversations. And I want to send everybody to Amazon. Go on Kindle, go anywhere you get books to find From Living Room to Boardroom: How I Launched and Sold a Multimillion-Dollar Business by Corinne McCormack. And go find her. Go to corinnemccormackconsulting.Com. Find her as she said on Instagram, Corinne Consults. Go find her. Connect, learn from her.   

Get out of your way and create a successful business.

Corinne McCormack - How to launch a multi-million dollar business.

 Karen and Susan cover where the typos are and how it can affect your credibility and make it more difficult for your sales team to build confidence with prospects. Listen to the full episode to get examples, details and an action list. Susan's List of task reminders to keep it current. Karen's secret tool to help you find the typos fast. Check your own site for links to internal PDF files, videos on a YouTube channel, too - those change over time, especially since people are converting personal channels to business channels. Remember to use your Google Analytics or Search Console to: 1. Find the top pages for a YEAR that you need to start with checking, and go through the entire list.  2. In search console, check errors from crawls. Find out what's broken and what site or page is leading them there.   Need help? Contact Susan Finch. Sometimes you just need help getting started.

Typos on your site can cost you money - tips to fix it.

 This lively visit with real estate agent, Kristina Smallhorn applies to all businesses who need and receive reviews. The video version linked in the bottom will have some how to tips, too.  Business reviews are not just for B2C and brick and mortar. ALL businesses need reviews in the right places where their potential clients go when considering them as as solution. This, along with what their colleagues and friends recommend play the biggest role in decision making before they even contact you. My guest is Your Real Estate Whisperer, none-other than Kristin Smallhorn, a successful real estate agent in Louisiana. Her engaging YouTube channel is how I knew she was a great guest for this topic. But videos are what you EDIT and produce. Reviews - we do not control what people post. We can hope, we can ask for them when we have a successful transaction, but ultimately, we cannot control what others say about us - this gives reviews more credibility. Why do you think some businesses don't pursue reviews?Well, you may be surprised.Businesses don’t want to end up in one of these situations: receiving zero business reviewsreceiving zero recent online business reviewsreceiving negative online business reviewsor, the business simply has a chaotic presence of online reviews across multiple business review websites OK, listeners, put on your big kid pants. Reputation provides interaction.AND business reviews provide valuable feedback for businesses.Business reviews and social posts help shape a company's online reputation.AND, if you don't like what's being said, well, it may be time to do it better. Your problems are bigger than what people are posting. That's just the result of the issue. Ask yourselves these questions:How your are reviews?Are you are sure you know where they all are?What about when you get a bad review? How do you respond and how quickly?Were you able to turn any around to either remove them or update them to something positive? Have you converted any bad reviews into clients or advocates? PIE IN THE SKY hopes! We cover a couple of stories in this episode you may be able to relate to or find entertaining.   What you do to get reviews and testimonials from clients?How do those play into your conversion rate?How do you share reviews with your target farm, audience without constantly blaring the "LOOK AT ME! I'm GREAT!" horn. Time for your do to list, listeners.Where to look for your existing reviews?You can do a quick look on the three major venues in order of weight:Yelp!Look on your Facebook business page.Your Google My Business page - the right hand box.You can also do a search on Yext! without signing up - you'll get links to all of your current profiles and can see what others see. Now, if you are niche - you need to also receive and review your listings on those sites: For Real estate professionals: Zillow, Realtor.comFor attorneys: Avvo, Lawyers.comFor Medical professionals: Healthgrades, RealSelf, ZocDocFor restaurants: Zomato, TripAdvisorFor service providers (contractors, roofers, cleaners, etc.): AngiesList, HomeAdvisor, NextDoor if it's popular in your area. Of course you want to get reviews concentrated on the most important online review sites. That's why we recommend you focus on no more than five review sites total. Listen to this replay and catch the video on Susan Finch's site here >

Online Reviews - why you need them, where to find them and how to respond.

   Susan welcomes back author and impact training expert, Amy Franko, as a follow up to the book launch episode for The Modern Seller. Update on her book, wildly successful launch propelled her into the number one position for Kindle downloads in the category of Sales Techniques. We've continued to follow her tips, posts, appearances and the topic of The Why and the How came up. Her blog post titled, "What Distinguishes a Standout Seller?" led to this interview. There is not one answer, but Amy helps you determine the questions to have ready in order to guide the meeting, the presentation and ultimately - THE SALE. Be sure to sign up for her newsletters, guides and more. Definitely worth adding to your weekly research list for those AHA moments. AmyFranko.com - you will find her book, The Modern Seller there as well.

Which comes first - the why or the how in the first presentation?

   Take a breath. Really, take a deep breath before you pick up the phone. While you're at it raise your arms, lower your shoulders, sit up straight, smile then make that call, walk into the meeting, take the stage. Speech patterns and bad habits can tune your audience out, even an audience of one, before you get further than your introduction. This will cost you revenue and waste everyone's time. Take tips from voice and dialect coach, Susan E. Finch. This show should have been a video - it was so much fun and packed with applicable tips to keep you from being annoying. The biggest culprits?  Women! Women 17 - 35 and this voice fry issue where they sound like they are swallowing their words. Next, the gutteral hiccup - that punch that only belongs in the Cockney community in London. How about the fillers: Like, ya know, sooooo, and.... um, uhhhhh? Time to break yourself of those habits. They scream insecurity and require your listener/audience to strain to get to the point you are attempting to make. When we need to hire someone, we go through the interview process, background checks, checking to see if their past is linked to a bunch of workman's comp cases with former employers.... but once we decide to hire them, do we assume they are articulate? Do they know how to present ideas to their new team? Clients? Speak on behalf of the company? Why don't we teach our staff how to think on their feet and respond articulately? Surely there are Toastmaster's chapters near you. Give them bonus points for going through it or pay for it for them. You'll be glad you did. You'll give them confidence. AND if they really have bad habits, consider a speech coach, like Susan E. Finch. These professionals can quickly identify and help them work through bad habits. May not hurt you, either.  Susan suggested the movie, "In a world" from 2013. GREAT examples you can remember. It's about the voiceover industry. Challenge: RECORD yourself to see how you sound. Use video if possible. Introduce yourself to you. Would you buy from you? Would you want to slug you? Would you TRUST you? Really listen and ask an HONEST colleague to do the same and give feedback. Do it for your department. You'll all benefit from this improvement. About our guest, Susan E. Finch. Susan Finch is a voice and speech coach who is passionate about supporting people in becoming clear and connected communicators. As her background is in theater she is able to bring vitality and fun to her clients.Specialties include:- accent reduction- vocal production (finding power, ease, volume and range)- clarity of articulation- ease in communication (eliminating fear of public speaking)She coaches people how to communicate with confidence and excellence.

When your voice drives the sale away before it started.

 Hey CMOs, CEOs how do you have your SDRs embrace an external group of SDRs to train your existing team on how to secure that first meeting and take it to conversion?  Our guest is Whitney Marshall, Co-Founder of Qualified Meetings. Their goal is to operate as an extension of your sales team – our only goal is to convert highly qualified opportunities that meet both of our standards.  Why wouldn't you invest in a proven process and full-service program that will predictably grow your pipeline, while simultaneously providing data intelligence, resulting in an improved go-to-market strategy based on real data and conversations? Or do you think hand your reps a call list, sitting them in the corner telling them to dial their little hearts out and close deals is enough training? About our guest, Whitney Marshall – Sr. Director, Client Engagement & Co-founder As a skilled professional, Whitney has extensive, in-depth experience specializing in Sales Development from a Client Engagement perspective. As the “foundation builder” for some of the most successful Sales Development programs in the IT industry, Whitney has developed and refined processes that ultimately lead the Sales Development program to be repeatable, scalable and continually functional through any employee changes with the utmost visibility and accountability. “Working with companies who struggle to put intelligent process and standardization around outbound prospecting has provided me with a wealth of knowledge of this ever-growing commonality in organizations today. As industry sales approaches evolve with new methods and best practices, a program that can maintain integrity, revenue contribution and expansion through these changes has proven to be a critical component lacking in a growing number of businesses. With qualifiedMEETINGS, we are able to customize, implement and manage a process that is repeatable and scalable, all while providing intelligent analytics and the highest qualifiedMEETINGS for our customers’ pipelines”. Whitney began her Client Engagement career with ForeScout Technologies where she co-developed, implemented and managed a program that streamlined onboarding, lead transfer, opportunity creation and analytics which was the foundation for exponential growth in new logo acquisition. Recently coming from CollabNet where she introduced and implemented the program management process for Sales Development, Whitney is bringing this highly sought after expertise to qualifiedMEETINGS. Her knowledge expands to companies that want to grow their pipelines year over year with a program that has proven results.

When to outsource sales training to jump start growth.

   Teresa Huber and Susan Finch talk about the importance of an ADA compliant website. When most marketing departments think of disabilities and ADA compliance, they think about blind people, those in wheelchairs and more obvious issues. Don't forget about those with dyslexia, those who are color blind, hearing disabled. You may not realize how much of your buyer personas include people with a variety of disabilities. Why would you want to exclude them from viewing your site, doing research on your site and ultimately paying for your product or service? Join us for some interesting facts and example, as well as tools to do a quick assessment of your existing sites. Visit her website - you will learn VERY interesting facts immediately on the home page.  Tools for quick assessments so you can initially know, "... just how bad is it?" webaim.orgachecker.ca About Our Guest, Teresa Huber, CEO Get ADA Accessible WHY WE DO ITWebsite accessibility gives equal access to everyone, no matter their physical or other limitations. Website accessibility also ensures businesses, schools, federally funded organizations, and government agency websites are complying with the Americans with Disabilities Act - ADA and Section 504/508 of the Rehabilitation Act.WHAT I DOWe work with website owners to get their website accessibility at the AA level following the standards as outlined in the worldwide standards set by WCAG 2.0 and used by both the ADA and Section 504/508 of the Rehabilitation Act to protect website owners them from costly fines, possible legal litigation, or loss of federal funding by not having an accessible website.  WEBSITE | LINKEDIN

Decision Makers Have Disabilities.

 Author, Barbara Weaver Smith joins Susan Dec. 6 for this episode (listen live on this site at the right). Her first book, Whale Hunting, exposed us to how to succeed in landing larger accounts. Whale Hunting provides your B2B company with a clear, step-based model for successfully finding, landing, and harvesting whale-size accounts–the kinds of accounts that transform your business. It can mean the difference between merely surviving and thriving spectacularly. But you have to be smart and you have to be prepared! In this episode we go to the next level: Whale Hunting for Global Accounts. Some of the tips covered help you get in the mindset and secure your partners and team to handle this global accounts. A big tip is that perhaps you've heard of the US Department of Commerce, but you may not know what they do or can do for you and your business. This is a VERY helpful partnership. The episode gives you specifics of how they help businesses small and large secure global accounts. You can go to their (somewhat dry) site here > Changing your thinking of your business and your clients is the most critical piece. They are ready to be global or already are. You need to make sure you fit into that picture to enjoy a bigger version of your current status with them as a supplier. Be the solutions for ALL locations, all divisions.  Expanding your team will most likely be necessary. BUT your clients may have more in place to assist you than you realize.  Time to make some new partners, as well. EVERYONE can grow and be more successful with your new mindset, including your clients. AND you will build strong loyalty from them. Listen in and take notes.

5 Tips to Whale Hunting for Global Accounts

My guest is Heather Williams, the Vice President of Business Development at Strategic Dynamics, Inc. Heather helps organizations sell more effectively to their customers . She works with several healthcare companies but also works with other industries as well including finance. Heather works with senior level executives and HR to ensure organizations are hiring the right talent for all positions. Today we are discussing her book, “Selling to Hospitals & Healthcare Organizations. To sell effectively in this new ecosystem today’s sellers must understand the role and function of hospital and alternate site personnel and their language. We call this Business Acumen. Sellers that understand the language and business of hospitals receive immediate credibility, which is a foundation for building communication and trust. As hospitals migrate from a fee-for-service reimbursement methodology to payment for value, based upon patient outcomes; they are creating new business models and new relationships with insurers, physician practices, single and multi-specialty community clinics, ambulatory surgery centers, diagnostic imaging centers, specialized treatment service centers, specialty hospitals, skilled nursing facilities and other healthcare entities. Available on Amazon Buying the book will keep you in the loop for updates and book 2 coming out in 2019. In this episode we cover: Who would find this book useful? Anyone who is calling on Hospitals or Healthcare Organizations. This includes, sales personnel, marketing, operations (for equipment implementations) or product service personnel. Sellers must understand the role and function of the hospital and their personnel (the jobs they perform) and then be able to speak their language. Private citizens will also find this book useful if they want to increase their knowledge base about healthcare organizations and personnel. After all we all need healthcare and it helps to be more knowledgeable about our options, the different institutions and the people who deliver the care. What is included in the book? The book is broken up in 2 parts and then 4 Appendices Hospital Business Acumen & Clinical Terms Hospital Physician & Key Healthcare Personnel The Appendices includes Acronyms & Medical Industry Abbreviations, Anatomical Orientation Terms, several Healthcare Agencies & Organizations, and lastly some common Prescription Terms How do you use this with your clients? We let them know this is available and a great resource for on-boarding new company personnel who do not have any healthcare experience or who may be required to call on personnel in a new department or entity that was not previously served. For those that have experience, this is a great resource to keep on-hand as reference There may be a Healthcare acronym that you may not be aware that is in the book. 

Selling to Healthcare & Hospitals - you need to be able to understand all the terms.

 What have you learned about Buyer Enablement, beyond the evolution of Sales Enablement? The sales people need to see how the buyers are responding to what they are doing. What do buyers really want from salespeople? Well, we're not doing a very good job of getting them what they truly want. If we're going to enable our salespeople, we need to ENABLE them to help the buyer. If they can't, we are failing at Sales Enablement. The old sales training techniques no longer work. The role of the sales person has shifted over the past two years. Sales people are an information conduit to allow the buyer to preview what they may need. They almost become a concierge. It becomes a service role. Sales people have to evolve. Do Sales & Marketing need to be aligned? You'll have to listen to find out.  Susan's guests today are Orrin Broberg, CEO/President, Modus and Alice Heiman of Alice Heiman, LLC and co-founder of Tradeshow Makeover. ----------------- About Modus: Modus-built applications are intuitive because salespeople don’t have the time to be trained. Salespeople can customize their presentations and you can create strategies which govern the content users see. Your salespeople in France will only see collateral in French. Modus Provides Companies a Complete Digital Transformation of their Sales Distribution Channel Strategy Your remote salespeople worldwide don’t have the luxury of an online connection when meeting with clients. With our enterprise digital sales enablement platform, all the information salespeople need for the next sales call is immediately available on their tablet, phone, or laptop.   

Sales Engagement to Enable the Buyer = Buyer Enablement

Revenue and sales driven by marketing, sales skills and events.

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Rooted In Revenue

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