the podcast recap episode with aj & rory vaden

Ep 361: Sales Enablement for Beginners | Ben Rigsby Episode Recap

Listen to the episode below

A healthy relationship between marketing and sales is crucial.

But how often does your sales and marketing team truly communicate, collaborate, brainstorm, or provide feedback?

And how can you ensure they’re working together in the sales enablement process without getting siloed off from one another?

Today on the show, AJ answers these questions and more as she reflects on her conversation with Ben Rigsby on sales enablement and how to run a seamless marketing-to-sales pipeline.

Tuning in, you’ll hear AJ break down the most effective lead nurturing strategies (both online and offline), the importance of converting your social media followers into customers, and how to grow your email list by creating high-value offers.

She also shares her tips for effective communication with customers and unpacks what it means to create lifetime value.

To learn why the relationship between sales and marketing is like a marriage, how to put excellent sales enablement processes in place, and much more, be sure to tune in today!

Key takeaways from this episode

  • AJ’s affinity for sales and why she still sees herself as a salesperson.
  • What AJ learned from her conversation with Ben Rigsby.
  • General sales terms and how they have shifted with the rise of social media.
  • The term sales enablement and its relevance to online sales.
  • How to offer value, capture leads, and grow your email list.
  • Why lead nurturing and sales enablement does not need to be high tech.
  • How to ensure you put minimal barriers in place for potential customers.
  • Understanding the sales enablement process both online and offline.
  • The integral relationship between sales and marketing and the importance of collaboration.
  • Quick tips from AJ on how to improve communication with your clients and create lifetime value.

Tweetable Moments

“At the end of the day, you don’t want people to just follow you on social media. You want to turn those followers on social media into emails that live on your email list, so that you can actually build real relationships through your own natural correspondence.” — @AJ_vaden [0:04:41]

“The more you ask someone else to do, the less likely they are to become a customer of yours.” — @AJ_vaden [0:09:14]

“Marketing and sales. They have to work together. They have to communicate, they have to collaborate. They have to work together. Marketing’s job is to serve up qualified leads for the sales team.” — @AJ_vaden [0:14:41]

“How often do my sales and marketing team talk, collaborate, communicate, brainstorm, and give feedback?” — @AJ_vaden [0:15:53]

About Ben Rigsby

Founder of MVMT, Rigsby serves as the creative, strategic, and technical lead for design, motion graphics, development and product innovation. Through these disciplines, Rigsby solves his number one challenge – removing the friction out of the digital process for clients and elevating the level of what’s possible.

Ben received his Bachelor of Arts from Virginia Intermont College with a specialization in multimedia design and production before eventually directing the creative and operational efforts of online multimedia at cj Advertising in Nashville, TN. Rigsby then went on to co-found SnapShot Interactive, a digital agency and later MVMT, a consultancy focused on scaling organizations through marketing technologies.

In addition to leading the creative and innovative efforts at MVMT, Rigsby is avid in the arts community stemming from his dance and photography backgrounds. He works with local schools in the Nashville community to bridge the level of understanding in digital from inside the classroom to outside.

Links Mentioned

Ben Rigsby

Ben Rigsby on LinkedIn

AJ Vaden on LinkedIn

AJ Vaden on Twitter

Rory Vaden

Rory Vaden on LinkedIn

Rory Vaden on Twitter

Take the Stairs

Brand Builders Group

Brand Builders Group Free Call

Brand Builders Group Resources

The Influential Personal Brand Podcast on Stitcher

The Influential Personal Brand Podcast on Apple

AJV (00:02): So I was recently having this super insightful conversation with a friend of mine talking about sales enablement. Now I’ve been in sales for a really long time. In fact, at my core, more than any other title, professional title that I hold the one that I really hold the most and the one that I love the most is salesperson. Like. So like, I love sales, I’m into sales. I started in sales. I’m still in sales today, to be honest. But this term sales enablement was like, what is that like, fancy term? And it was so interesting to talk about the, you know, I guess today old school sales process that we’re used to in the offline world, right? So it’s, you know, anything from, you know, the introduction to the questioning and overcoming objections, which apparently people don’t use objections anymore. AJV (00:58): Now they’re called reservations and I’m not really a PC person. So a lot of these, I’m like, okay, let’s just call it what it is, right? But objections, reservations, whatever you wanna call it, closing. Apparently people don’t use the term closing anymore. But we’re asking for the business, right? And then we’re asking for referrals. We’ve got the presentation with all these things, but that’s in an offline world. But an online world, this term sales enablement is like a really important term. As we drift further and further into this world and we’re finding our clients somehow in a digital space, right? Even if we meet them offline and you know, the real world, at some point they’re looking at your website, they’re looking at your content, they’re checking you out on social media, they’re going through your LinkedIn profile, and there is this online component that that is an ever present and probably ever-growing. AJV (01:51): Part of how we attract, nurture leads into clients, right? And then clients into forever clients is the plan. So I was having this conversation with my friend Ben and I thought there were some really cool takeaways that I would put in a little video and share them with you. So here’s a couple of my takeaways from my conversation with Ben. Number one is that lead captures surprise, surprise are the number one best option for growing your email list. People are no longer interested in just subscribing to something where they might in hopes get good information one day. So the idea of, Hey, you just give me your email, I’ll add you to my list, I’ll add you to my easing. Like, that’s not a thing if you weren’t aware, right? And you actually do wanna collect emails, . So I think this is like the more important conversation. Cause I have this conversation with clients in our Brain builders group community all the time about all their focus, all their efforts are going into social media, right? Social media content, social media engagements pretty pictures. And those, I’m not saying those are bad, AJV (02:58): I’m just saying at the end of the day, you don’t want people to just follow you on social media. You want to turn those followers on social media into emails that live on your email list that you can actually build real relationships with through your own natural correspondence. Rather through a blog or a podcast or an easing, whatever it is you have them subscribe to. You need possessions of those emails. Cuz if you just have followers on social media, you are, it’s rented real estate, right? Those are not your followers, those are Instagram’s followers. Those are TikTok followers. Those are not yours. So we’ve gotta get ’em off of social and into your email list. And so the best way to do that is to offer a lead capture where it’s enticing enough, it’s valuable enough where you’re going. Yeah, I’m gonna give you my private information, my email address in exchange for whatever promise you hold into this. AJV (03:59): Something. It could be a webinar, it could be a P D F, it could be a research study. That’s what we do. It could be some sort of, you know, free call. It could be a variety of things, could be an ebook, the list. We could go on and on and on here. Private interviews. I, I’ll stop with ideas, but what do you have to give someone an exchange for them giving you their email address that is a lead capture that would live on your website. That is something you can promote on social media that can live on, you know, the right hand side of your blog. That can live in a lot of different places. You could advertise that on a podcast. It can live in a lot of different places, but it’s, someone’s going to go to somewhere, click something, give your email address and then you have to be able to deliver them information. AJV (04:47): Now in an offline world if you’re going, wow, that sounds like a lot, that, that sounds like a lot of technology cuz it is. In an offline world, let’s just say that you are a speaker or you do presentations. One of the easiest things you can do to have a lead capture is to just say, Hey, if you liked my presentation today and you would like a copy of my slides, bring me your business card and I will email you the slides. Guess what? That too is a form of a lead capture. So let’s change the way we think about it. Yes, it can be through funnels and online correspondence and webinars and all those things. Yes, it can, right? But it can also be really simple in an offline setting to still nurture the sales enablement process where you’re getting leads that you can then, you know, turn into fans and customers for a lifetime. So there’s lots of different ways of doing, but if you’re low tech, which is totally fine, just think about what can I give people just in exchange for their business card. People do have those AJV (05:57): Mostly today. And if not, just say hey, and if you, and if people don’t have their business cards, you could again, I’m trying to keep it low tech for the non-techies. Just go, Hey, I have a signup sheet in the back of the room. Just give me your name and your email and I will email you X, y, and Z. So it can be simple, it does not have to be high tech if you are not there yet. There are many ways to do this, but then you still have to have them stored somewhere. And yes, you could just put ’em in your outlook contacts if you want, right? You could just add ’em to your LinkedIn profile if you want. Now there are more advanced ways to do that, but there’s some low tech ways. The most important thing is how are you capturing contact information so that you can stay in touch with people in an online world in the sales enablement process. AJV (06:44): So that was the first thing, right? I think that’s really important cuz we talk a lot about it in the online world with e-books and webinars. But I wanted to say there was a way to do it in the offline world too. From stage at a Chamber of commerce meeting and a keynote with thousands of people. You don’t have to go high tech, you can just say, bring me your business card or sign up in the back of the room. Give me your name and email. I will send you this. The most important thing is the this, whatever that is, needs to be something of high value, right? So what information do you have that people want? And that is your need capture in exchange for an email address high level. Okay, we can move on now, , right? This next thing I, I shared or he shared, that sounds so good. AJV (07:26): And I actually wrote down this quote and I thought this was so good. And he said, the more that you ask someone else to do, the less likely they are to become a customer of yours, ma. So good. Such a good reminder. I’m gonna say it again. The more you ask someone else to do, the less likely they are to become a customer of yours. So good. So think about it. If you are techy and you have all of the, you know, backend automation set up, think about the things that you’re asking people for. Are you making them answer 5, 10, 15 questions in order to get to the next step? Because again, the more you ask someone to do, the less likely they are to become a customer, right? We know that in terms of the sales enablement process and lead captures online we’re going first name and email. AJV (08:20): That’s as much as we’re gonna ask from you. I know plenty of people who don’t even worry about the first name. Just give me your email because the least amount of information is going to get the highest conversion. Now, there is a pro to doing that for lead following, right? So, so for emails, but there’s another process that you really wanna consider if you’re actually having people request a call. Because if you’re going, Hey, just give me an email and I’ll, you can request a free call or you’re getting something free, then you really do wanna have a whole nother conversation with, Hey, you’re not asking for emails. This is no longer a lead capture. What you’re doing now is you have an application and that is a qualifying list. So in the offline world, how I would sit down and go, you know, you know, tell me what you’re looking for. AJV (09:05): What are you currently using? What do you like about that? Is there anything you would change about that? Who’s involved in these decisions? That’s an offline application, right? That’s an offline qualifying set of questions. Online. You have applications, which could be called intake surveys, they could be called assessments, you can call ’em whatever you want their applications. And that’s going, Hey, what’s your industry? What’s your title? What was your revenue last year? You know, who are you currently using? What are your goals in the next six months? All of those things, those are qualifying questions, right? This is a sales high level capital word here, sales enablement process. So let’s don’t be confused with what we’re doing in order to actually have someone on the phone to convert them to be a raving fan and customer. So there are marketing, which is you’re just trying to get emails, which is the least amount of information as possible, is gonna give you the highest conversion that’s on the marketing front. AJV (10:06): Then you’ve gotta think about sales. And for that, you don’t wanna be getting on the phone with people who aren’t truly good prospects for your service. And I didn’t say good prospects now or later. Just good prospects. You should. And we’ll have plenty of calls with people who aren’t a fit right now. That doesn’t mean they won’t be a fit in the future, just like offline sales, right? That is the whole process of sales nurturing. It happens offline and online. So we just wanna make sure we have qualifying questions that go, you’re a good fit for what I do and we’re a good fit for what you’re looking for. Let’s talk. Right? So that’s an application completely different than, Hey, give me the least amount of information as possible, which is going to result in the highest conversion, which is first name or email, or just email. AJV (10:53): So again, you just kind of have to know what you’re looking for. We even say we have some funnels where we split test of going, Hey, how, how are we doing with just first name and email? And then we go first name, last name, email. And sometimes we even go first name, last name, email, phone number, because if we don’t have a phone number, there’s just so much we can do with email clutter. So there’s all different types of ways of going about it. But in general, one, you’re trying to grow your email list. The other, you’re trying to get qualified emails for marketing and then you’re doing qualified leads for sales. Think about those in three very different categories, right? . So we’re trying to get, just grow the email list. Then we’re trying to grow qualified leads for the email list and then qualified leads for a sales conversation. AJV (11:41): Three different things with three different sets of information, sales enablement. Okay, moving along here, . Couple of other just quick things I just thought was really important for me. These were just great reminders and I loved when my friend said, he said marketing and sales are a true marriage. They’re a marriage and marketing’s job is to serve up qualified leads to your sales team. And I just know so often, so many companies and corporations, smaller, large, they think about here’s our marketing department and here’s our sales team. And they don’t really have a lot of collaboration. They don’t have a lot of interaction. They don’t have a lot of, you know, back and forth and feedback sharing. But this is a marriage. So like imagine like husband, a wife marketing, sales, they have to work together, they have to communicate, they have to collaborate, they have to work together. AJV (12:42): Marketing’s job is to serve up qualified leads for the sales team. So the sales team can have good conversations and find the right fit for the right person and convert them into being hopefully again, a lifelong customer, a raving fan. And that’s a really important job. So if we’re not getting great qualified, you know, leads from the marketing department, sales doesn’t do their job very well. And if sales has been converting, then we gotta look at like where are the leads coming from? Is it a sales problem as a marketing function? They go together, they’re not separate. And marketing and sales are a union. This is a marriage because the whole point of marketing is to provide good qualified leads to help the sales team and sales team job is to do an amazing job and deliver a great service so that the customer goes, yes, that is what I wanna do. AJV (13:39): I do wanna buy your services and your products. Here’s my money. Right? So those two things have to work together. So just ask yourself, how often do my sales marketing team talk, collaborate, communicate, brainstorm, and give feedback all? How often are they sta sharing? How often are we doing this together? Because it’s gotta be all the time, right? Just a great reminder. And then one last thing here is that communication. I love this. I thought this was so good cuz we’re all about lifetime value at Brand Builders Group. We’re constantly just looking at how do we create products and services where our customers want to be a part of this for a lifetime, right? It’s not about like, how do we hold you to your contract? It’s not about that, although, right? Those are things a part of business, but it’s like, well, how do we create a program? How do we create a membership, a service where you go, I want to be a part of this, right? That’s lifetime value. That’s how we interpret that, right? It’s a life of the time of a customer who’s with you. And the number one thing that improves lifetime value is communication with your customers. So couple of quick things here. Just really AJV (14:50): Quick tips. It’s like during your customer onboarding, just make sure you’re asking what’s their communication preference? Like, what do they actually prefer, right? Do they prefer phone calls, texts, emails, like what’s best for them? And just simply asking that question allows you to cater the communication experience so they actually receive your communication, right? If somebody is not checking emails ever, or you’re just getting spammed, there is no communication even though you’re making a attempts. Same thing. It’s like if you’re blowing someone up in text and they’re like, oh my gosh, just stop. I only use this for personal and they just opt out, right? Or maybe somebody just actually wants to talk to be like, Hey man, I just, I’d love to hear from someone every so often. These are the things that will just make our communication efforts more streamlined, more targeted, thus more successful. And the number one thing to improve lifetime value is communication. Good, healthy communication. So simple tip, during onboarding, ask them what is their number one preference of how they want to receive communication from your company, right? So simple things, important things, they will make a difference. They’re gonna make a difference for you. Hope you enjoy this.

follow us on
social media

get 30 days free access to our online summit

Request a Free Strategy Call

Get clear on who you want to become and how you will make more money.
free training

monetize your personal brand

with Rory Vaden and Lewis Howes
free video course

First Step to Famous

get our free video course when you subscribe to receive our weekly email updates

Subscribe to
The Podcast!


5.0 – 154 Ratings

Free Online Summit

25 of the World's Most Recognizable Influencers Share Their Tips on How to Build and Monetize a Personal Brand

Share via
Copy link
Powered by Social Snap