Land Larger Agency Deals Faster With Christian Banach

December 01, 2022

The power of consistency in sales growth

Went to school for marketing
Worked with Lady Gaga and Pitbull in the concert industry
Experiential marketing for other agencies
2008 recession hit him hard
He lived by referrals and word-of-mouth
Hired a consultant to help him generate new business
Closed it down to work in business development roles in the marketing space
COVID felt like deja vu all over again but he was the consultant helping others
He had a new daughter and wanted some stability but he realized he didn’t have a great foundation or strategy
It was tough going back to work for someone else

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His background was a good fit with his new employer
That gave him the experience to relaunch out on his own
Learned what not to do
Opened his eyes
Helped him get into enterprise sales
Would you get a marketing degree as well
As the boss he didn’t know what it was like to be an employee and how to build a culture
He didn’t understand the value of building a culture
People are more than money-motivated
In this recession, sales cycles are being extended

You can hunker down or maintain and even expand your sales and marketing budgets
He does a lot of cold outreach and it has become more challenging
Warm outbound prospecting is working
Tap into your network and go back to them
Everyone is nervous
Multi-media, multi-step is key
Email still works well in warm markets
Why is LinkedIn messaging so bad?
A lot of marketing is just copycat marketing
He spends six months listening and testing
The cobbler’s kids have no shoes
Most of his clients don’t have a CRM
He makes recommendations on technology for them
Started an email newsletter
Sent cold emails to decision makers but it was hyper-focused and non-salesy for 3-4 months and it worked
This built awareness
LinkedIn ads
Warming up the audience
He does cold outreach via email and phone
Looks for staff changes and shares other relevant information
His newsletter is not self-promotional
The readers know the game
His newsletter comes from himself, not his company
So he lets his personality shine through

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