【科技销售】B2B vs B2C 销售模式全解析 · 入门必
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:00 | B对C对B对B. | |
| 0:02 | Selling directly to an individual versus selling to a business. | 直接向个人出售,而不是向企业出售。 |
| 0:06 | This is one of the most common mistakes I see of all of the sales advice out there and | 这是我看到最常见的错误之一 所有销售建议在那里和 |
| 0:10 | founders or sales reps that are learning the craft of sales for the first time. | 创始人或销售代表 正在学习 销售的工艺 第一次。 |
| 0:15 | You see any and all sales advice from several different people and you think it all applies | 你从几个不同的人那里看到任何和所有的销售建议 你都认为这都适用 |
| 0:20 | to the same exact situation. | 同样的情况。 |
| 0:22 | If you're selling to an individual versus selling to a business, I want to break down | 如果你是卖给个人还是卖给企业,我想打破 |
| 0:26 | in a way that I haven't seen on the Internet, the major differences between the two and | 我从未在互联网上看到过 两人之间的重大分歧 |
| 0:30 | you as maybe a business owner watching this or a sales rep as well, learning how to sell. | 你也许是一个企业主 看这个或销售代表 学习如何销售。 |
| 0:35 | This is just to better inform you because you can do both if you want, but you need | 这只是为了更好地通知你 因为如果你想,你可以同时做 但你需要 |
展开字幕全文（299 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | B对C对B对B. | |
| 2 | Selling directly to an individual versus selling to a business. | 直接向个人出售,而不是向企业出售。 |
| 3 | This is one of the most common mistakes I see of all of the sales advice out there and | 这是我看到最常见的错误之一 所有销售建议在那里和 |
| 4 | founders or sales reps that are learning the craft of sales for the first time. | 创始人或销售代表 正在学习 销售的工艺 第一次。 |
| 5 | You see any and all sales advice from several different people and you think it all applies | 你从几个不同的人那里看到任何和所有的销售建议 你都认为这都适用 |
| 6 | to the same exact situation. | 同样的情况。 |
| 7 | If you're selling to an individual versus selling to a business, I want to break down | 如果你是卖给个人还是卖给企业,我想打破 |
| 8 | in a way that I haven't seen on the Internet, the major differences between the two and | 我从未在互联网上看到过 两人之间的重大分歧 |
| 9 | you as maybe a business owner watching this or a sales rep as well, learning how to sell. | 你也许是一个企业主 看这个或销售代表 学习如何销售。 |
| 10 | This is just to better inform you because you can do both if you want, but you need | 这只是为了更好地通知你 因为如果你想,你可以同时做 但你需要 |
| 11 | to understand the differences and understanding this is going to allow you to attract the | 理解分歧和理解 这会让你吸引 |
| 12 | right kind of customer much better and much more easily moving forward. | 正确的顾客 更好,更容易前进。 |
| 13 | And as quick context, I spent a decade in tech sales selling software to major organizations, | 作为快速的背景,我花了十年 技术销售 软件向主要组织, |
| 14 | anywhere from startups with $10,000 to $20,000 deal sizes to enterprise companies you would | 从1万元到2万元的创业企业 到企业公司 |
| 15 | all recognize for millions of dollars. | 大家都认得几百万美元 |
| 16 | And now running our platform here on higher levels, we also have a software tool called | 现在运行我们的平台 在更高的水平, 我们也有一个软件工具叫 |
| 17 | 韵律. ai. | |
| 18 | It's a sales training tool that allows reps to simulate hyper realistic cold calls, discovery | 它是一个销售训练工具,可以让代表模拟超现实的寒冷呼叫,发现 |
| 19 | calls, even interviews. | 电话,甚至采访。 |
| 20 | And the way that we sell to an individual is completely different than the way that | 而我们卖给个人的方式 完全不同于 |
| 21 | we sell to a business. | 我们卖给一个企业。 |
| 22 | And I hope I can really help you better understand that today with a couple of different examples. | 我希望我能用几个不同的例子 来帮助你更好地理解这一点。 |
| 23 | Just restating while I'm making this video as we dive in, the biggest problem that I | 只是在重复,而我正在制作这个视频 当我们潜入,最大的问题,我 |
| 24 | see is people see Alex Hermosy videos, all respect to him, then they watch a Grant Cardone | 看到人们看到Alex Hermosy的视频, 对他非常尊重, 然后他们看格兰特卡多 |
| 25 | video, then they watch a Jordan Belfort video, and they think that sales advice is all the | 然后他们看了乔丹·贝尔福的录像 他们认为销售建议就是 |
| 26 | same. | 一样 |
| 27 | It is completely different. | 这完全不同。 |
| 28 | And if nothing else, I want to walk you through how we approach individuals for our platform | 如果没有别的,我想告诉你 我们如何接近个人的平台 |
| 29 | on Rhythm versus businesses to better illustrate this. | 以更好地说明这一点。 |
| 30 | And then at the end of this video, I'll get into tactics when it comes to attracting customers | 在这段视频的结尾, 我会进入战术 当它吸引顾客 |
| 31 | via social media, which we've done significantly. | 通过社交媒体 我们做了很多 |
| 32 | And also when and how you change your messaging based on the personas you're going after. | 以及你何时以及如何根据你所追求的人来改变你的信息。 |
| 33 | So for a cold call simulator and for individuals in general, granted, I am talking about a | 所以对于一个冷酷的模拟器 对于一般的个人来说 我说的是 |
| 34 | tech product and they differ slightly if you have something else. | 技术产品,如果你有别的东西,它们就略有不同。 |
| 35 | But let's say you have a software product or you have a community, you have some training | 假设你有一个软件产品 或者你有一个社区, 你有一些训练 |
| 36 | or consulting that you want to do for an individual. | 或者为个人咨询 |
| 37 | The thing that I see most people complicate is they go to a big business, they look at | 我所看到的大多数人 复杂的事情是 他们去一个大生意, 他们看着 |
| 38 | that there's a contact form to get in touch with sales that may be valid. | 有一份联系表可以联系到可能有效的销售。 |
| 39 | But if we're talking about something that's maybe in the ballpark of like fifteen hundred | 但是,如果我们谈论的东西 也许在球场 像1500 |
| 40 | to two thousand dollars or less. | 到两千元或更少。 |
| 41 | In my mind, if you have a salesperson that has to close every call, one, not only are | 在我脑海里,如果你有个推销员 必须关闭每通电话,一,不仅是 |
| 42 | people going to say, hey, I don't even want to talk to sales, I just want to try this | 人们会说,嘿, 我甚至不想跟销售, 我只是想试试这个 |
| 43 | thing. | 东西。 |
| 44 | But two, it starts to not become efficient at scale. | 第二,它开始没有达到规模的效率。 |
| 45 | You can't hire a huge sales team if they're getting, you know, 10 percent of a two thousand | 你不能雇一个庞大的销售团队 如果他们得到,你知道,10%的两千 |
| 46 | dollar deal and you close three of those a day. | 美元交易,你一天结束其中三个。 |
| 47 | That's not a very sustainable model. | 这不是一个非常可持续的模式。 |
| 48 | Whereas if you're selling something higher ticket to an individual, a call funnel may | 如果你卖高票给个人, 电话漏斗可能 |
| 49 | be worthwhile. | 值得一试 |
| 50 | So let's say for the sake of this example, you have a monthly subscription and maybe | 因此,让我们假设,为了这个例子, 你有每月订阅,也许 |
| 51 | on an annual basis, it might be a little more than two thousand. | 每年可能要超过两千 |
| 52 | But month to month is maybe ninety nine dollars, one hundred forty nine dollars, maybe even | 但是,每个月可能 99美元,一百四十九美元,也许甚至 |
| 53 | less, maybe forty nine dollars a month. | 也许每月49美元 |
| 54 | You should remove all of the friction possible and get them started with a trial right away. | 你应该去掉所有可能发生的摩擦 然后马上开始审判 |
| 55 | And again, for our product rhythm, just to give you a sense, we sell directly to sales | 再说一遍,为了我们的产品节奏, 为了让你明白,我们直接卖给销售 |
| 56 | reps and then through that we also have a lot of B2B sales motions. | 还有很多B2B的销售动议 |
| 57 | The individual sales rep is, yes, wanting to practice cold calls. | 个人销售代表是,是的, 想要练习冷电话。 |
| 58 | Yes, they want to get better at their job and train, but that's pretty much it. | 是的,他们想要更好的工作和训练, 但几乎就是这样。 |
| 59 | They want to get started and we need to make it accessible to them and possible to use | 他们想要开始,我们需要让 方便他们使用和可能使用 |
| 60 | as quickly as possible with the lowest amount of friction. | 以最小的摩擦速度尽快 |
| 61 | It's really tempting to want to talk to potential prospects and in the early days of your customer, | 在你的顾客的早期, 想要谈谈潜在的前景,这真的很诱人。 |
| 62 | you can. | 你当然可以 |
| 63 | But again, the person that wants to try our software wants to try get out of the way and | 再说一遍,想尝试我们软件的人 想要尝试让开 |
| 64 | let them try it as quickly as possible. | 让他们尽快尝试一下 |
| 65 | Nothing, you know, no huge landing page about how you compare to competitors or why you're | 没有什么,你知道,没有大的登陆页 关于你如何比较 竞争者或为什么你 |
| 66 | different or how your vision for the world is making the world a better place. | 或你对世界的展望是如何使世界变得更美好的。 |
| 67 | If you have a tool that solves a very specific problem, you need to make it as simple as | 如果你有一个工具可以解决一个非常特殊的问题,你需要让它变得像 |
| 68 | possible for them to understand and get started. | 让他们明白并开始行动 |
| 69 | And again, highlighting the problem that I see is it would be very easy for us. | 再说一遍,我所看到的问题是,这对我们来说非常容易。 |
| 70 | And we've talked to hundreds of our users on the platform. | 我们已经和平台上的数百名用户进行了交谈. |
| 71 | And as a rep, they say things like this helps me warm up before my cold calls. | 作为一名代表 他们这样说 有助于我在寒冷的电话前暖身 |
| 72 | This helps me and is more realistic than any call simulator I've tried. | 这帮助了我 比任何我尝试过的模拟器更现实 |
| 73 | This is really great because I have a lot of calls where there's, you know, we're three | 这真的很棒,因为我有很多电话 有,你知道,我们三个 |
| 74 | to six months in with this company and I can provide all that context and it's hyper realistic. | 和这家公司共事6个月, 我可以提供所有的背景, 这是超现实的。 |
| 75 | However, if I go to a CRO of a major company, if I go to the CEO of a multibillion dollar | 但是,如果我去一个大公司的CRO, 如果我去CEO 一个数十亿美元 |
| 76 | company and we're in sales cycles right now with those individuals, if I tell them that | 公司和我们正在销售周期 与这些人,如果我告诉他们 |
| 77 | we're the most realistic call simulator in the world, that we help their reps warm up | 我们是世界上最现实的模拟者 我们帮助他们的代表热身 |
| 78 | in the morning before they start making cold calls, it falls on deaf ears. | 在他们开始打冷电话之前的早晨,它会落在耳边。 |
| 79 | And so trying to get behind the mindset of someone who's buying on behalf of a business | 所以试图背弃一个替企业买东西的人的心态 |
| 80 | where the individual rep is excited because this is a realistic call simulator, it helps | 个人代表兴奋 因为这是一个现实的模拟器,它帮助 |
| 81 | them warm up and train. | 他们热身并训练。 |
| 82 | Maybe they can create a few custom scenarios. | 也许他们可以创建一些定制情景. |
| 83 | Those are features that are cool if the business is overall interested. | 如果企业总体上感兴趣,这些特征是很酷的。 |
| 84 | But my personas on the business side, as an example, a sales manager, a regional vice | 但我的人格在商业方面,作为一个例子, 一个销售经理,一个区域恶习 |
| 85 | president of sales, a sales enablement director or a CRO. | 销售总裁 销售授权总监或首席执行官 |
| 86 | What is really bothering them is they are managing hundreds of different sales reps. | 真正困扰他们的是 他们管理着数百个不同的销售代表。 |
| 87 | Their training is very antiquated. | 他们的训练非常过时. |
| 88 | As one example of many, a sales trainer that I spoke with is managing two different teams | 举个例子,我和一位销售教练谈过 管理两个不同的团队 |
| 89 | that sell two different products to two different markets. | 向两个不同的市场出售两种不同的产品 |
| 90 | And that requires them to be on four to five hours of training calls a day, saying the | 这要求他们每天接受四到五个小时的训练 说 |
| 91 | same things over and over again to their teams with no real ability to check or grade their | 同样的事情 一遍又一遍地 给他们的团队 没有真正的能力 检查或分级他们 |
| 92 | preparation, their work or their readiness to actually get in the field. | 准备、他们的工作或他们真正进入实地的准备。 |
| 93 | So now we're starting to pull on some of the differences between B2C and B2B. | 现在我们开始拉动一些 B2C 和 B2B 之间的区别。 |
| 94 | And as one example of many, and the one that I just gave you now, not only is the problem | 举个例子,我刚刚给你的 不仅仅是问题 |
| 95 | that there's four to five hours of wasted time every day, there's no ability for them | 每天有四到五个小时的浪费, 他们没有能力 |
| 96 | to enforce training. | 执行培训。 |
| 97 | They can't even see if their reps are ready to go on the phone. | 他们甚至看不到他们的代表是否准备好接电话. |
| 98 | And so now we're starting to get into more business value because a sales rep that is | 现在我们开始进入更多的商业价值 因为一个销售代表,即 |
| 99 | not actually properly trained and out and talking to real customers is actively losing | 训练不合格 和真正的顾客谈话 正在积极输掉 |
| 100 | business opportunities. | 商业机会。 |
| 101 | So as one example of many, we can now anchor to a deal size. | 因此,作为许多例子之一,我们现在可以锁定一个交易规模。 |
| 102 | So if their sales reps on average sell a $50,000 deal size, their best reps are closing 30% | 所以如果他们的销售代表平均卖出5万美金, 他们最好的代表就要关闭30% |
| 103 | of their deals, but poor reps are closing anywhere from like 10 to 15% because they're | 他们的交易, 但可怜的代表 关闭任何地方 从10%到15% 因为他们 |
| 104 | not properly trained. | 训练不足 |
| 105 | We're now starting to hit on the value that is relevant for a business. | 我们现在开始关注与企业相关的价值。 |
| 106 | Additionally, just giving you some examples from our tool, obviously extrapolated to your | 此外,只是给你一些例子 从我们的工具,显然推断到你 |
| 107 | tool, your product, but this helps you really get a real sense of the front lines of what | 工具,你的产品, 但这帮助你真正 得到一个真实的感觉 前线什么 |
| 108 | we're seeing. | 我们在看 |
| 109 | Not only is what we just mentioned a quantifiable pain in terms of dollars, in terms of why | 我们刚才提到的不仅仅是美元方面的可量化痛苦,还有为什么 |
| 110 | it's a real problem that their sales reps aren't getting great training, but now is | 真正的问题是 他们的销售代表 没有得到很好的训练, 但现在是 |
| 111 | one example of many as well. | 这也是许多例子之一。 |
| 112 | We can create structured training in our program that helps reps ramp faster. | 我们可以在节目中建立结构化的训练,帮助代表更快地爬坡. |
| 113 | Your average rep takes about two and a half to three months to onboard. | 你的代表平均需要两个半到三个月的时间 |
| 114 | They watch tons of videos. | 他们看了很多视频。 |
| 115 | They watch tons of call recordings. | 他们看了很多电话录音 |
| 116 | And in doing so, they do role plays with their manager, but it's not hyper realistic. | 而在这样做的时候,他们会和他们的经理一起扮演角色,但这并不超现实. |
| 117 | It's very limited in scope in that it is really dependent on the manager's knowledge. | 这在范围上非常有限,因为它真的依赖于经理的知识. |
| 118 | You really can't go beyond that in terms of if the manager is a good rep or a bad rep, | 如果经理是个好代表或坏代表 你就不能超越这个范围 |
| 119 | you know, then the reps that they're training are going to be equally good or bad. | 你知道,然后代表 他们正在训练 将是同样好或坏。 |
| 120 | So now what we can position from a B2B side that an individual wouldn't really care about | 所以现在我们可以从B2B侧定位 一个人不会真正关心 |
| 121 | is, hey, we can take all of the custom cold call scenarios that you want your reps to | 即,嘿嘿,我们可以采取所有的定制 冷呼叫情况,你希望你的代表 |
| 122 | train on and we can make those dedicated training paths with scorecards, with grading, with | 火车上,我们可以做这些专用的训练路径 记分卡,分级,与 |
| 123 | insights for you to assign those to individuals and see if they even completed it in the first | 让你知道这些东西是否在第一次完成 |
| 124 | place. | 地点。 |
| 125 | And in doing so, we're going to shorten the average ramp time of your reps by an entire | 这样我们就能缩短你们代表的平均坡道时间了 |
| 126 | month, which again equates to a ton of actual financial value to a CEO, to a CRO, to a | 相当于实际财务价值一吨的首席执行官、首席执行官、 |
| 127 | VP of sales. | 销售的副总裁。 |
| 128 | If you're managing hundreds, if not thousands of sales reps and you hire over a hundred | 如果你管理上百个,如果不是上千个销售代表 你雇用上百个 |
| 129 | a year, if we get your reps onboarded one month faster than they are currently, that | 一年,如果我们让你的代表 上船一个月比现在快, |
| 130 | is 100 months of time where you have an entire sales force that is now ready to go. | 这是100个月的时间,你有一个 整个销售力量 现在准备去。 |
| 131 | What could you close based on your current revenue engine with a hundred more months | 根据你现在的收入引擎 能用一百多个月关闭什么 |
| 132 | of frontline reps being actively trained? | 前线代表接受积极训练? |
| 133 | And so I know I'm pulling this thread very deep, but quite frankly, I just don't see | 所以,我知道我拉这个线很深, 但坦率地说,我只是不明白 |
| 134 | this depth on the internet. | 这个深度在互联网上。 |
| 135 | And I think it's such an important distinction because I see so many founders that launch | 我认为这是一个很重要的区别 因为我看到很多创始人发起 |
| 136 | a software product that consumers love, but they struggle to go to the business or vice | 消费者喜欢的软件产品 但他们很难去企业或恶习 |
| 137 | versa. | 反之亦然. |
| 138 | They're business to business focused, but they can't get individuals on the platform | 他们是业务上的焦点,但他们不能让个人在平台上 |
| 139 | as a lead source or even just to keep the business online in a float. | 作为主导来源,甚至只是让企业保持在线浮动. |
| 140 | And that is where I see the most struck. | 这就是我看到最震撼的地方。 |
| 141 | If you treat these things the same and you go to the CEO of a huge company and say, we'll | 如果你把这些东西都一样,你去找一家大公司的首席执行官说,我们会 |
| 142 | help your reps make practice cold calls so they're warm in the morning. | 帮你的代表练习冷电话 这样早上就暖和了 |
| 143 | We can help them grade their own work. | 我们可以帮他们分自己的工作 |
| 144 | We can help them create custom scenarios. | 我们可以帮助他们创造定制情景。 |
| 145 | They're like, that's great, I guess, but I'm managing billions of dollars of budget. | 他们喜欢,这是伟大的,我想, 但我管理数十亿美元的预算。 |
| 146 | And why is buying this? | 为什么买这个? |
| 147 | Like if they love it so much, just let them buy it. | 就像他们喜欢它一样,只要让他们买它。 |
| 148 | I can't take the time or I don't really care about implementing this to thousands of people | 我不能花时间,或我真的不关心 执行这数千人 |
| 149 | because this fundamentally with the same exact messaging we use for business to consumer, | 根本上讲 和我们给消费者发的一样 |
| 150 | it sounds like a nice to have for business to business. | 这听起来像一个不错的 做生意与生意。 |
| 151 | And conversely, if we are trying to sell to individuals, but using B2B language that we're | 反之,如果我们试图向个人出售, 但使用B2B语言,我们是 |
| 152 | enterprise grade, we have all these great integrations, we're SOC 2 compliant, and we | 企业等级,我们有所有这些伟大的整合, 我们SOC 2遵守,我们 |
| 153 | help train you and ramp you in one month faster than, you know, a normal training program. | 帮助训练你 并在一个月的时间里加速你的速度 比一个正常的训练计划。 |
| 154 | This individual, they just want to get on the platform and start making calls that are | 这个个人,他们只是想上台 开始打电话,这是 |
| 155 | custom to them. | 他们习惯。 |
| 156 | Now, if you're with me, I want to break down some of the ways that this impacts the way | 现在,如果你和我在一起, 我想打破一些方式 这影响的方式 |
| 157 | you go to market with marketing, the way you handle sales calls as well. | 你去市场营销, 你处理销售电话的方式也。 |
| 158 | And also feel free to subscribe because we make tons of tech sales content here and document | 也可以随意订阅,因为我们做了大量的科技销售内容和文档 |
| 159 | our own journey, building our own products, our own software and beyond. | 我们自己的旅程, 建造我们自己的产品, 我们自己的软件 以及更多的东西。 |
| 160 | But when it comes to selling direct to consumer, there's never a golden ticket on any of this. | 但对于直接向消费者出售,这些东西都从来没有金票. |
| 161 | But generally speaking, if you have a product that people can start a free trial very easily, | 但总的来说,如果你有一个产品 人们可以很容易地开始免费试验, |
| 162 | I recommend using organic social media as a starting point. | 我建议使用有机社交媒体作为起点。 |
| 163 | If you're raising funds, if you have money for paid ads, that's a separate conversation. | 如果你筹款,如果你有钱 支付广告, 这是一个单独的谈话。 |
| 164 | But if you're selling direct to consumer, tick tock, cross post to Instagram, | 但如果你直接卖给消费者, 滴答,交叉邮递到Instagram, |
| 165 | potentially, potentially LinkedIn, depending on what it is. | 潜在,潜在链接,取决于它是什么。 |
| 166 | But I honestly would recommend the viral short form content first. | 但我会推荐病毒短表的内容 |
| 167 | And then if you want to have YouTube that nurtures people or long form videos that, | 如果你想有YouTube 培养人或长视频 |
| 168 | hey, maybe they watch five of your short form videos and they're not ready to start a free | 嘿,也许他们看了你五段短片 他们还没准备好免费开始 |
| 169 | trial yet, but you've got a YouTube walking through how to use the tool, showing them what | 尝试,但你有一个YouTube 走过如何使用工具, |
| 170 | it can do in more depth. | 它可以做更深入。 |
| 171 | That is generally where I see you market because you want to meet those customers and | 那是我看到你的市场 因为你想见见那些顾客 |
| 172 | potential prospects exactly where they're at. | 潜在的前景 正是他们所在的地方。 |
| 173 | And just to give you perspective, we have landed the majority of our first users of | 为了让大家了解情况 我们已登陆了我们最初的用户 |
| 174 | our platform Rhythm that are direct to consumer through YouTube. | 我们的平台韵律 通过YouTube直接给消费者。 |
| 175 | We've made detailed tutorials of how to use it. | 我们已经做了详细的辅导 如何使用它。 |
| 176 | I've made funny videos that are value based. | 我录了些有趣的视频 以价值为基础 |
| 177 | But as one example of many, we have like an expert, extremely hard mode for cold calling. | 但是,作为许多例子之一, 我们有一个专家, 极其困难的方式 冷打。 |
| 178 | And I made a video of me getting absolutely destroyed while simulating a cold call. | 我拍了一段视频,说我在模仿冷电话时被彻底摧毁。 |
| 179 | Now, when you're going more B2B, and by the way, across Rhythm, across my own career and | 现在,当你走更多的B2B, 顺便说一句,跨越韵律,跨越我自己的职业生涯和 |
| 180 | levels as well, where we do sales training, consulting, you name it. | 水平也一样,我们在那里做销售培训,咨询,你说它。 |
| 181 | We have sold B2C and B2B, but by far our biggest converters for B2B have been long form videos | 我们卖了B2C和B2B 但迄今为止 我们最大的转换器是长片 |
| 182 | 并在LinkedIn上发布. | |
| 183 | It can be a combo of the two. | 可以是两者的组合. |
| 184 | And there's many times where I'll actually take a clip of a long form video and use that | 有很多次我会拍一段长式视频 |
| 185 | 作为我LinkedIn文章的基础. | |
| 186 | But the key distinction is not getting those B2B people necessarily to create a free trial. | 但主要的区别不是让那些B2B的人 创造自由的审判。 |
| 187 | You should give them the option on your website if they want to create a free trial. | 如果想要免费审判,你应该在你的网站上给他们选择。 |
| 188 | That's fine. | 没关系 |
| 189 | But your lead magnet should go to a page that allows them to book time with you and fill | 但你的铅磁铁应该去一页 让他们可以跟你订时间 并填满 |
| 190 | out their contact information. | 退出他们的联络信息。 |
| 191 | This is because, again, if you're inexperienced with sales, it's totally fine. | 这是因为,再次,如果你 没有经验的销售, 它完全罚款。 |
| 192 | That's why you're here. | 尔时世尊. |
| 193 | I hope this is helping a lot. | 我希望这帮了大忙 |
| 194 | But when you're selling business to business, it's really exciting if, oh my God, someone | 但当你把生意卖给生意时 如果有人 |
| 195 | from Verizon just signed up for my free platform. | Verizon刚报名到我的自由平台 |
| 196 | That's great. | 赞曰. |
| 197 | We're almost going to make a deal. | 我们快成交了 |
| 198 | But I'll tell you, oftentimes when you get individuals that just start the platform and | 但我会告诉你, 当你得到个人 刚刚启动平台和 |
| 199 | have no ability to contact them whatsoever, they're just in it for themselves. | 连联系他们的能力都没有 他们只是为自己着想 |
| 200 | They like your tool. | 他们喜欢你的工具。 |
| 201 | They might try it and they may love it and use it every day. | 他们可能尝试过,他们可能爱它 每天使用它。 |
| 202 | But for them to then get the entire organization on board is such an effort. | 但是,对他们来说,让整个组织参与进来是这种努力。 |
| 203 | They generally avoid that altogether. | 他们一般都避免了这种情况。 |
| 204 | So, again, there's no perfect answer here. | 再说一遍 这里没有完美的答案 |
| 205 | But your lead magnets, the way that you market to a business, should go to a contact form | 但你的铅磁铁,你推销企业的方式, 应该去联系表 |
| 206 | to see if they're willing to contact you. | 看看他们是否愿意联系你 |
| 207 | Otherwise, if they navigate off of that to your homepage and start a trial, that's fine. | 否则,如果他们导航 从这个到你的主页 开始一个审判,没关系。 |
| 208 | At least get them in the platform. | 至少让他们在平台上。 |
| 209 | But just be aware that having conversations and getting into the business value first | 但只要知道,有谈话和进入 商业价值第一 |
| 210 | and foremost before a trial will set you up for success in a way that you don't need to | 最重要的是在审判之前 以你不需要的方式安排你成功 |
| 211 | do on the business to consumer side. | 在生意上做消费者方面。 |
| 212 | And just driving this home, because we've worked with so many technical founders at | 开车回家 因为我们和很多科技创始人合作过 |
| 213 | higher levels as well. | 更高级别的也一样。 |
| 214 | And there's a link if you want to talk to us as well, just like I'm talking about. | 如果你也想和我们谈谈, 也有一个联系,就像我说的。 |
| 215 | I have seen so many founders that get someone and they feel like they're three to four calls | 我见过这么多的创始人 找了个人,他们觉得他们是三到四个电话 |
| 216 | away from closing a deal. | 远离结束交易。 |
| 217 | We had someone who was selling a real estate product that had one of the biggest real estate | 我们有个卖房地产的人 有个最大的房地产 |
| 218 | agencies in the world. | 在世界上的机构。 |
| 219 | They had a couple real estate brokers download their app. | 他们让几个房地产经纪人下载他们的应用程序. |
| 220 | And that's great. | 这是伟大的。 |
| 221 | And they felt like they were like four calls away from closing a monster deal. | 他们觉得他们就像四通电话 从关闭一个怪物交易。 |
| 222 | But the reality is, those are just probably top performing reps who are willing to pay | 但现实是,那些可能只是顶级的表演代表 他们愿意支付 |
| 223 | money out of pocket to improve their own performance. | 钱从口袋里出来 用来改善自己的表现 |
| 224 | It is not indicative of what the entire business needs. | 这并不能说明整个企业需要什么。 |
| 225 | And that level of conversation has to happen with stronger personas, with bigger influence. | 而这种水平的对话必须和更强健的人发生,具有更大的影响力. |
| 226 | You can use individuals that download it to help you navigate into an account. | 您可以使用下载它的个人帮助您浏览一个账户。 |
| 227 | But you're not going to free trial and message, you know, have messaging on your website about | 但你不会自由审判 和消息,你知道, 在你的网站上有消息 |
| 228 | the features and the start of trial. | 特征和开始审判。 |
| 229 | Now, you're not going to get a business to get thousands of people to voluntarily sign | 现在,你不会得到一个生意 让成千上万的人自愿签署 |
| 230 | up. | 起来 |
| 231 | And it's why you need to start a conversation and really go for a bigger swath of their | 这就是为什么你需要 开始一个谈话 真正去一个更大的 |
| 232 | business. | 业务。 |
| 233 | So I'll also link in the description below. | 所以,我也会在下面的描述中链接。 |
| 234 | If you're unfamiliar with what a call for a business looks like, it's commonly referred | 如果你不熟悉什么叫 生意看起来像,它通常提到 |
| 235 | to as a discovery call. | 作为发现的号召。 |
| 236 | If you've never done that, you set 30 minutes up. | 如果你从来没有这样做, 你设置30分钟。 |
| 237 | You'll learn about their environment. | 你会了解他们的环境。 |
| 238 | And we've got a full free guide in the description below as well. | 在下面的描述中我们也有一个完全免费的指南. |
| 239 | But I hope this helps illustrate some of the differences in the way that you position your | 但我希望这能帮助说明 你如何定位你 |
| 240 | B2C和B2B产品。 | |
| 241 | And in conclusion, and just wrapping up a few things, I do think now in the era of AI | 最后,我总结了几件事, 现在我想到了AI时代 |
| 242 | with how accessible things like AI are, you are competing against someone starting a free | 像AI这样容易获得的东西, 你正在竞争某人开始自由 |
| 243 | trial with you or just potentially going back to Claude or chat to BT or Gemini or another | 或可能回到克劳德 或聊天 BT或双子座或其他 |
| 244 | existing tool they have. | 现有工具。 |
| 245 | And so especially when you're going B2C, but I also think B2B, you should have some type | 所以,特别是当你去B2C, 但我也认为B2B,你应该有一些类型 |
| 246 | of free trial available in the era of AI. | 在大赦国际的时代,可以自由审判。 |
| 247 | That has changed. | 这已经改变了。 |
| 248 | I would say five to 10 years ago, it was worth not giving people access to your platform | 5到10年前,我可以说, 这是值得不给人们进入你的平台 |
| 249 | before they had a conversation with you. | 在他们和你谈话之前 |
| 250 | But now I think it's unavoidable. | 但现在我觉得这是不可避免的 |
| 251 | Things are evolving so fast and people's patience and tolerance for waiting for a salesperson | 事情发展得如此之快 人们的耐心和容忍 等待一个推销员 |
| 252 | to reach out after they filled out a form, even if it's the founder, is very low. | 在他们填表后伸出手 即使是创始人 也很低 |
| 253 | So try to drive people to that. | 因此,尝试驱动人们去。 |
| 254 | Try to get your most serious B2B buyers to fill out a form and have you contact them. | 试着让你最认真的B2B买家 填写一个表格,让你联系他们。 |
| 255 | But if not, they can always start a free trial and it's better to get their information, | 但如果不行,他们总是可以 开始免费的审讯 最好得到他们的信息 |
| 256 | better to see their usage within the platform versus trying to hold out and have a hard | 最好在平台内看到它们的用途 而不是试图坚持下去 并有一个困难 |
| 257 | line that they have to contact you first. | 他们必须先联系你 |
| 258 | Additionally, when you're messaging B2C versus B2B, when you're going direct to consumer, | 另外,当你给消费者发B2C对B2B时, |
| 259 | it can be much more about the features, what that individual is going to get out of it | 可能更多关于特征, 该个人会得到什么 |
| 260 | and make that barrier for them to start extremely low and easy for them to just get going and | 并设置这个障碍 让他们开始极低 和容易他们只是去 |
| 261 | stay on your platform. | 留在你的平台上。 |
| 262 | But on the other side, on B2B, maybe you give out a trial here or there. | 但是在另一边,在B2B上, 也许你会在这里或那里进行审判。 |
| 263 | But if you weren't having conversations around the business value, if you aren't uncovering | 但是如果你不是在谈论商业价值 如果你没有发现 |
| 264 | in the example of selling to a massive company, a problem that is worth probably at least | 以向大型公司出售为例 这个问题至少值得 |
| 265 | one to $10 million to where if you sold them a $250,000 solution, the ROI on that is enormous. | 如果你卖给他们25万的解决方案 1到1千万美金 上面的ROI是巨大的 |
| 266 | If you can't latch on to business value like that, you are just going to be feeling like | 如果你不能按这样的商业价值, 你会感觉就像 |
| 267 | for six to nine months when in reality you were never talking to the right person in | 6到9个月 当你在现实中从未和合适的人交谈 |
| 268 | the first place. | 第一个地方 |
| 269 | Sure, get four or five people from a company to sign up. | 当然,让四五个人从公司注册。 |
| 270 | And if so, that's a great sign that you should call. | 如果是的话,你应该打个电话 |
| 271 | You should reach out to them. | 你应该联系他们 |
| 272 | You should try to have those conversations. | 你应该试着有那些对话。 |
| 273 | But if you aren't elevating that conversation to people with influence, people with budget, | 但如果你不把谈话提升到有影响力的人,有预算的人, |
| 274 | people who can actually articulate why this is a massive problem that you're solving and | 那些能说出为什么这是个大问题的人 你正在解决 |
| 275 | you need to have a problem with real pain first and foremost versus the consumer who's | 你首先需要面对真正的痛苦 而不是消费者 |
| 276 | like, yeah, I'll try this for 50 bucks. | 像,是的,我会尝试这个为50美元。 |
| 277 | I'll try this for 100 bucks. | 我用100块试试 |
| 278 | Oh, it's nice. | 哦,这是很好的。 |
| 279 | I like it. | 我喜欢 |
| 280 | I'll keep using it. | 我会继续使用它。 |
| 281 | That hopefully gives you a sense in a way that I haven't seen on the Internet. | 希望这能以我从未在互联网上看到的方式给你一种感觉。 |
| 282 | The differences in how you approach both. | 两种方法都不同 |
| 283 | And nonetheless, by the way, at higher levels, we selectively work with several tech companies | 然而,顺便说一句,在更高层次, 我们有选择地与几个技术公司合作 |
| 284 | and early stage founders who are building out these different motions as well. | 和早期的创始人, 他们正在构建这些不同的动议。 |
| 285 | So if you want to talk to me directly, we do have links in the description for that | 所以如果你想直接跟我谈谈 我们的描述中确实有链接 |
| 286 | as well. | 临Τ |
| 287 | There's tons of videos on this YouTube channel that are completely free. | 这个YouTube频道上有很多视频是完全免费的. |
| 288 | I might add. | 我可以补充一下。 |
| 289 | So feel free to binge those. | 随你便吧 |
| 290 | Look for things like discovery calls. | 寻找发现的呼声 |
| 291 | If you're having calls with businesses wanting to learn how to structure a call | 如果你和企业有电话 想学习如何安排电话 |
| 292 | with important influential people at businesses and also on the consumer side, | 与重要的有影响力的人 在企业和消费者方面, |
| 293 | we do tons of social media. | 我们做很多社交媒体。 |
| 294 | We make tons of advice on how to sell to individuals and we work with tons of people | 我们提出很多关于如何向个人出售的建议,我们与很多人合作 |
| 295 | that have sold high ticket products directly to individuals as well. | 直接向个人出售高票产品。 |
| 296 | But nonetheless, if I can help in any way, I always watch these comments myself as well. | 不过,如果我能以任何方式提供帮助,我总是自己看这些评论。 |
| 297 | So if you have questions about your business, your specific situation, et cetera, | 所以,如果你有问题 关于你的生意, 你的具体情况,等等, |
| 298 | if you want another deep dive on this topic, fire away below. | 如果你们想再次潜入这个话题, 请向下面开火。 |
| 299 | Hope you got a lot out of it and we'll see you in the next one. | 希望你们能从中解脱出来 我们下次见 |
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