Blogging about Business and Corporate Podcasting

Guess What? Traditional Sales Techniques are Killing Your Bottom Line.

scottpresents01 I was recently invited back to speak at the Las Vegas Chamber of Commerce Business Education Series for 2009.  My session will be on September 9th and I expect it to be as well received as this year’s presentation: Cutting Edge Marketing in the Technology Age.  Here’s what’s in store for my 2009 session:

Title:

Guess What?  Traditional Sales Techniques are
Killing Your Bottom Line.

Description:

Why is it that in this increasingly difficult economy, there are some companies that keep right on selling.  It’s because they recognize that selling isn’t about price, it’s about how you position yourself against your competition and effectively present the value you bring to the market.  In this session, returning BES Speaker Scott Whitney will teach you. . .

  • that although the key to sales is relationships, what’s the key to relationships?  And how do you attain it?
  • how to QUADRUPLE the reasons for a prospect to buy from you
  • how to develop a calling script that WILL generate call backs and appointments

This highly interactive session will make you re-think all of your sales training.  You should expect to leave this session with life-long techniques you can use immediately to improve your probability of sales (and thus, your bottom line).

Whatcha think?  A great deal of what I teach folks during our podcasting work will be featured in this presentation.  Here’s my questions–would you want to attend a session like this?  I look forward to your feedback!

CEO of PodWorx Customer Interwoven Featured on Fox Business News

Just got word that Interwoven CEO Joe Cowan was interviewed on Fox Business News yesterday.  Here’s a link to the interview.

It is GREAT to be working with a company that clearly is moving in the right direction.  We have an educational interview with CMO Ben Kiker in the queue for their Intersections podcast that goes a long way toward explaining how they’ve managed to have 20 straight quarters of growth.

Congrats, Interwoven!

Can a Podcast Really Improve Sales?

idlikesomemoneyplease For the past 2+ years, I have been saying that, from an organization’s perspective, in order for a podcast to be successful, it must either make them money or influence listeners to take action on their behalf.

Fair enough.  But with so many corporate podcasts being produced that amount to nothing more then the re-purposing of their marketing material, extolling all their features and benefits, how do you create a podcast that will positively impact your bottom line?

By following that tried and true sales axiom:

“Telling is not selling, teaching is.”

While nobody wants to be sold, EVERYBODY wants to buy.  But for that to happen, you have to educate your listeners.  This does not mean you go on and on about how great your product or service is.  Instead, you spend time explaining the problems facing your customers today and how they got there.  You talk about what these very same folks have been doing to try and solve these problems (and how they’ve come up a bit short).  And then you teach them how to solve their problems without spending a lot of time blathering on about how great your product is.

It’s All About Credibility.

The key is recognizing that you bond with people on their problems, not your solution.  Truth is, nobody cares what you or your company does.  They only care about what you or your company can do for them.  And by being able to clearly articulate, before ever talking about what you do, that you fully understand what challenges they face, you establish your credibility as somebody who “gets it”–who understands and can relate to what your customers and prospects are struggling with.

This is an important shift from most corporate podcasts.  You’ll do your company more good by remembering to teach your customers how stuff works, not trying to convince them on your product/service’s greatness.

But for some, that can be hard.  Many folks find it difficult to clearly laying out the problem they solve.  A great many companies simply create new products/services because they can.  But if you ask those very same companies why they did so, and what problem they solve, you get crickets.

So here’s your question of the day–what problem does your company solve?  Hopefully, more than one!  When you start speaking to your customers about your company (either in a sales forum or a podcast), how do you start that conversation?  If your a little stuck, let me know.  I’ll give you a hand!

The Equipment I Use for Remote Podcast Recording

equipment

As a result of my post titled, “Intracast: An Example of an Internal Podcast for Employees“, I received a comment from Stephan Holt:

“You’ll have to explain how you set up your mobile lab of sorts. What are the essentials when trying to present a polished professional podcast?”

As Stephan mentioned, it was very important to me that I do present a professional environment to those I interview.  Part of that is preparing. . .knowing who you’ll be talking to, having the questions ready to go, and presenting those questions before the interview to the guest so they may prepare.  (There are some exceptions to that, of course.  If I’m doing a bunch of man-on-the-street interviews with tradeshow booth attendees, I can’t prepare the guest.  But for a pre-planned session, as was the one mentioned in the post above, the guests were all ready to go.)

Environment

Before talking about the equipment, a word about the location.  If at all possible, I prefer a carpeted room with very little ambient echo.  Most hotel rooms are great for this (the A/C can sometimes be a problem, but good noise reduction and gating can remove the A/C noise).  Small conference rooms are okay as well.  At a business location, small conference rooms are good, large conference rooms tend to be echo-y.  Smaller rooms also create a less intimidating environment for the guest (who is often a little nervous).

Guest Preparation

In preparing the guest, I will ask if he has any questions about the questions I’ll about to ask.  Anything else you’d like to add?  Need any coaching on a particular questions?  Do you still beat your wife? 

Because it’s our job to make smart people sound smart, I’ll remind the guest that this is not live and that if he zigs when he thinks he should have zagged, not to worry.  We’ll do it again and fix it in post-production.  I’ll also remind the guest that we plan to remove all the stutters, false-starts, “umms”, “errs”, non-words, and over-used fillers (awesome, actually) to help make him sound concise, calm and intelligent.

Equipment

Recorder

PMD670 I use the Marantz PMD670.  It features two XLR mic inputs, can record in a variety of formats (MP3, MP2, WAV, etc.) with 40 different quality settings and looks and sounds professional.  It records directly to a Compact Flash Card.  It has separate volume control for each microphone (very important as my voice is pretty loud/boomy).  It operates on batteries although I NEVER do that while recording, instead using the A/C cord included.

Microphone and Wind Shield

RE50B For a sit-down interview, I use two ElectroVoice RE50B with a wind shield.  This is pretty much an industry standard mic for live interviews.  Seems pretty rugged (I haven’t really tested it in that department), looks good, and works as advertised.  I add the wind shield because some folks tend to lean on the microphone and helps reduce popping “p’s”.

Mic Flag

MicFlag Part of coming off as professional is the use of a customized Mic Flag, which is the little box you see on all the local TV reporters out in the field.  I can’t tell you how many under-their-breathe “wows” I’ve seen/heard when they see a mic flag attached to a mic.  I worked with a company called Impact PBS in designing our mic flags.  (Unlike the graphic to the left, the mic flag I used during my recent interview had the customer’s logo on it.)

Desktop Microphone Stand and Mic Clamps

micstand I really like the look of two microphones facing the guest and host using a pair of desktop microphone stand.  I have found the stands with a heavy die cast base is much more stable than the tripod bases I’ve seen.  Also, this particular stand adjusts easily.  To secure the microphone to the stand, I use the SMC7 Spring-Type Mic Clamps.

Reporter’s Notepad and Earbuds

I also keep a reporter’s notepad with me to track the recordings that have been made and write down ideas for questions during an interview.  I listen to the recording in real-time using some nice earbuds to listen for any distortion.

What are you using to record your podcasts outside of a studio?  For remote recording in our Living in Las Vegas Podcast, we often use the Edirol R-09 when in the field.  We’ve also use the R-09 our Local’s Choice Radio interviews as well.  How about you?

Re-purposing Your Content: Social Network Use of Your Corporate Podcast

transform For those who’ve spent time reading this blog, you know that the criteria for a successful corporate podcast, from the listener’s perspective, is to either entertain or educate.  The vast majority of good corporate podcasts fall under the educational umbrella.

That’s the good news.

The great news is that sometimes, those educated listeners choose to share what they’ve learned with others!  We saw that happen with Interwoven’s Intersections podcast about a week ago.

As I was monitoring my customer websites, I saw a link from the Ning website, which lets users create their own social networking site.  A new Ning social network called “Digital Singapore”, which is a networking area for digital marketers, included a list of the ten most recent Intersections podcasts on their home page, with a direct link to each episode.

This is great for Interwoven. . .it exposes people to the show who otherwise may not have known about it, and adds value to those members of the “Digital Singapore” network who are looking for more educational material on their behalf.

Win-win, as the kids say.

This activity confirms to Interwoven that the work they are investing into the show is appreciated by their audience, which is certainly one measurement of a successful podcast. 

By the way, this is not the first time I’ve seen one of the PodWorx-produced shows re-purposed on another website.  We’ve also seen several channel partners re-purpose our customer’s podcast content on their website as well.

What can you do with this information?  Well, how about this–spend some time looking for social networks, discussion forums, email lists, and website groups and offer your content to those folks as more educational material for their members.  If you’re creating good content, they’ll appreciate it!

Has anybody else found their podcasts being used elsewhere?  Let’s hear about it!

LiLV October Listener Meetup: Time/Place

For all the ghouls and goblins planning to join us for the Living in Las Vegas Podcast October Listener Meetup, which will include a trip to The Asylum haunted house, we will be meeting at 6:30PM at Gordon Biersch in Summerlin.  The plan is to have a couple drinks then head on over for the spooky part of the evening.  After we all collectively listen to Melissa scream bloody murder for 15-20 minutes, we’ll decide upon a place to continue the evening’s festivities.

Meeting Location: Gordon Biersch (750 S. Rampart Blvd, 702.487.6463)
Date: Saturday, October 11, 2008
Time: 6:30PM for drinks
Attire: Depends (that is, if you have a weak bladder)

As always, Melissa and I are looking forward to another great time with our listeners!

See you on Saturday!

New Podcast Training Product: A Request From Me to You

novacuum As many who read this blog know, I have been putting together a product to help educate potential podcasters about the Four P’s of Podcasting(R).  This is in response to all the up-and-coming podcast consultants, folks being tasked with developing a podcast for their company and entrepreneurs who have asked if I would be willing to put together a product that would allow them to quickly get up-to-speed on how to plan, produce, publish and promote a successful podcast.

I decided that instead of putting this package together in a vacuum, I would ask for your advice.  Specifically, what would you expect to receive to be willing to separate yourself from some amount of your hard-earned cash? (Amount to be determined at a later date.)

We’ve already begun work on some of the items to be included, but my guess is y’all have other recommendations that would make this an even better product.

So far, we’ll be offering:

  • Video: The complete one-hour “The Four Keys to Podcasting Success” session I gave in the “main room” of the 2008 New Media Expo.  We continue to be in post-production on the video (MUCH more time consuming than I thought!) as we sync all 59 slides with the audio/video of me teaching the content.  (The first few minutes of the video is here.)
  • Audio CD: The one-hour “Four P’s of Podcasting” CD.  Because of time constraints, much of the content in this CD is not covered in the FKTPS video.
  • PodWorx Pre-Interview, Interview and Episode Map Templates: Attendees to the New Media Expo session were especially excited to have time-limited access to PodWorx’s pre-interview, interview and Episode Map templates.  In the FKTPS video, I go step-by-step over how to use these templates to put into a place a podcast program that’s easy to manage and consistently successful in producing great content, episode after episode after episode.
  • One Hour Consulting: Inevitably, there will be follow-up questions after reviewing all this content.  I decided to include up to one-hour of one-on-one consulting to answer questions and provide further direction to those needing additional help.
  • Bonus Video: The complete one-hour “Cutting Edge Marketing in the Technology Age” presentation I gave to rave reviews at the Las Vegas Chamber of Commerce Business Education Series and will be presenting at an upcoming Vegas Young Professionals and private speaking engagement.  In the session, I cover tips and tricks to improve your efforts in website, email, search, blog, podcast and social networks marketing.  This video will likely be provided after the initial package is delivered (versus being included with the 1.0 package).  (We’re currently organizing the taping of this session.)

From a pricing perspective, we’re still working on the details.  We provide a fixed-price podcast consulting offering that costs $7500.  If somebody asked for the three hours of help outlined above, if the consulting was done over the phone, we would discount our $250 hourly rate and charge $500.  We’re still gathering recommendations on this (feel free to throw in your own recommendation).

Whatcha think?  What else (if anything) should I add?  What am I missing that, if included, would help you with your podcasting needs?  Send me an email (swhitney [at] podworx.com) or post a comment.

Sneak Peek: Video of my 2008 New Media Expo Presentation

Had a GREAT response to the session I gave at the 2008 New Media Expo that took place in Las Vegas a couple of weeks ago.  We have some pretty cool plans for the full video (along with all the documents I referenced and demonstrated during the presentation) but in the meantime, I thought I’d share with you the first few minutes of the presentation.

Did you go to the expo?  What did you think?  Leave a comment and let me know.

A Sneak Peek into My New Media Expo Presentation

The last couple weeks have been very busy.  I’ve been wrapping up work on an Intracast for a large customer and have been spending much of my remaining time developing, rehearsing, and tweaking the presentation content for my New Media Expo session, which is this Thursday, August 14th.

For those of you who plan on attending, I’d like to personally invite you to check out my session.  It’s going to be a lot of fun, lively, very interactive and (if all goes as planned) educational.   In the session, I will share many of the “secrets” to PodWorx’s success in the podcast space. 

The session will be geared toward those interested in developing a podcast for their organization.  I’ll begin with an introduction into how to effectively position your podcast to executive decision-makers, with a focus on what does and does not work when proposing a podcast as a helpful addition to your media mix.  After that, I’ll work through each of the Four P’s of Podcasting® (Plan, Produce, Publish and Promote). For each step, I’ll call upon the session attendee’s real-world needs, then work out exactly how to approach the successful design, development and deployment of your business podcast. By the end of the session, you will benefit from seeing how a successful podcast is structured.

Hope to see y’all there!  (And for those who listen to my favorite Las Vegas Podcast, hope to see you at the Living in Las Vegas Podcast Listener Meet Up! on Friday, August 15 at 5PM, at Trader Vic’s.)

Intracast: An Example of an Internal Podcast for Employees

I’m flying out to Boston next week to work with a customer on an Intracast.  This customer came up with a clever way to use podcasting to reach out to a variety of employees, with a focus on new hires.

As part of their new hire process, this division within a large company will make available an Intracast featuring interviews will all their managers and executives. . .from around the world.  The intent is to educate new hires on how the division works, what’s important to the success of the organization, and how employees can help.

Here’s an example of some of the questions I’ll ask the interviewees:

  1. What is your role within the division/how would you describe what you do?
  2. How is your team structured and where are your employees located?
  3. What are the challenges of doing business in your area of expertise?
  4. How is your success measured and why is that important to the company?
  5. What suggestions do you have for new employees to help them succeed? 

If you’re a new hire, these are the questions you want answers to.  And even if you’re a long-time employee, either within the division or out, this helps everybody understand what it is that motivates this organization.

Logistically, I’m flying to Boston because all the execs and managers in this division will be in the area for a multi-day strategy meeting.  So we just added “podcast interview” to their schedule.   (Of course, we could have just scheduled a bunch of phone interviews. . .but doing it this way turns the whole process into an event, giving the podcast more weight in the eyes of the managers.)  There’s a nice buzz among those involved. . .I’m looking forward to the trip.