BUYERS HAVE CHANGED. HAS THE WAY YOU SELL CHANGED?

Tips on how to sell to buyers in the new economy with Todd Hockenberry

Buyers have changed. The way you sell in the new economy has to change.
It really affects everything. It's not just about marketing anymore. It's about how you really run your entire business.
It starts with the mindset of leadership understanding how they connect with and create value for a customer, and then how they build a relationship moving forward.
They created a lot more connections and ways for their customers and contacts to understand what they were doing and how they could help them.
So instead of having guys on airplanes all the time knocking on doors trying to sell things, they had people available 24/7 that could answer questions, support their customers, and be the kind of partner they were looking for.
Your tactics should be determined by your customers and by your target audience.
I think most marketing people would understand what a persona is. It's kind of a fictionalized representation of your ideal customer.
How can we make our business so attractive in every way that not only do we attract the best customers, we attract the best employees, we attract the best partners, the best suppliers, the best collaborative companies, right?

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BUYERS HAVE CHANGED. HAS THE WAY YOU SELL CHANGED?

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BUYERS HAVE CHANGED. HAS THE WAY YOU SELL CHANGED?

Buyers have changed. The way you sell in the new economy has to change.

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Doug: Well welcome back listeners to another episode of Real Marketing Real Fast. Today, our guest is going to share with us why the keys to business growth and selling in the new economy is a change of mindset and not a new set of marketing tactics. So today's guest is Todd Hockenberry. He is the owner, the founder of Top Line Results, which is a global leader in educating and helping B2B businesses adapt to internet driven changes in buying behavior. So translated, how are your customers or your potential customers buying online? Todd is the co-author of Inbound Marketing Organization, which is a book on how to build and strengthen your company's future using inbound principles, and it's scheduled for release this April, so the book is probably already out. And it was published by John Wiley and Sons.

Doug: In his book, Todd shows leaders how to build their community, their company's future around inbound marketing principles, strengthen the structural foundations that are necessary to deal with the changes in buyer behavior. Todd helps business owners like you and I understand that mission matters, culture is destiny and that the way that the prospects and their customers want you to market to them, sell to them, and service them is changing, and most importantly, what you should do about it. So I would like to welcome Todd to the Real Marketing Real Fast podcast today. Hey, well Todd, I'm super excited to have you on the podcast today, so welcome.

Todd H.: Thanks for having me, Doug. I'm very excited to be here and talk to you today as well.

Doug: Well, it's interesting to see that you're working in a very similar space and you're working the B2B leaders and helping them to drive sales and work in the marketing field. It's an area that I absolutely love. So why don't you share with our listeners just a little bit of background on yourself and how you kind of got to this space in your life.

Todd H.: Yeah, I started out in the factories of Central United States in the flyover territory in the automotive industry and kind of cut my chops working for industrial and manufacturing companies. And about 10 years ago in the middle of the Great Recession, I found myself looking for a job,