How To Generate More Initial Appointments By Utilizing A Co-Content Building Strategy Salespeople are always looking for new ways to generate more initial appointments. How do you do that? There are many strategies. In this episode, Donald and Carman Pirie talk about utilizing strategies that include co-creating and content-building. Carman Pirie is the co-owner of Kula Partners. It’s a manufacturing marketing agency that helps manufacturers transform their marketing and sales apparatus by making it more digital in nature. He is also a co-host of the podcast called The Kula Ring, a podcast that focuses on manufacturing marketers and telling their stories. The challenge in sales prospecting Prospecting is a huge part of the sales process. Carman personally does prospecting every single day and he coaches many salespeople on how to do it right. It can be difficult to pick up the phone and start a conversation with people. Many sales leaders and managers have not explored other options outside of traditional practices. They have limited their sales teams by thinking and training the old methodologies. While picking up the phone as a way to prospect isn’t bad, the answer to prospecting isn’t just activity management. There are many tools available for sales reps to use in order to prospect. We don’t want to just bombard people with calls and emails or rely heavily on LinkedIn invites. This is where the challenge lies. Breaking the challenge In working with B2B manufacturing organizations, Carman’s company almost always interfaces primarily with the marketing function. These marketers have an overwhelming thirst for people in sales to actually care. Carman suggests three approaches that Kula Partners recommends for co-creating and content-building. The first is through a podcast. The Kula Ring podcast is their primary vehicle to generate prospects. They put out episodes weekly. They expand their reach by simply talking to more manufacturing marketers and getting them on as guests for the show. Through the podcast, these guests become more familiar with what Kula is offering and some have eventually become their clients. Sending out emails with a subject line that sounds like a request, or extending a LinkedIn invitation, doesn’t typically yield a positive outcome. Inviting somebody to be a guest on a podcast, asking about their industry and showing an interest in what they offer is a much better opportunity to build rapport. The interview gives you a better insight into their problems and challenges. This information then allows a salesperson to come up with specific solutions to offer. As a salesperson, you can use an intent data platform and bring in guests that are likely in a buying cycle. However, it’s best to approach them with the pure motive of getting to know them. After a relationship is built, a discussion about business can happen organically. This introductory conversation can even happen by the end of recording a podcast. Traditional outreach, like a phone call, can typically have a response rate of 10%. In Carman’s experience, they’ve seen that the targeted podcast outreach campaigns have a response rate closer to 50%. When you can’t afford to train with someone, invite them to a podcast. You get to learn while they get their products promoted! #Podcasting Making it work Every business is different so it’s up to the salesperson to experiment with a variety of formats to see what works best for their particular industry. If scaling can work, then go for it. If it’s written content or other similar strategies that work, pick one of those. What works for others may not work for your client’s specific needs so take the time to find the right niche. Look for the right angle or a topic that’s of interest to your client. Create your podcast based on that information. Peer round tables

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