Industrial Growth Institute

Episode 58 - John Barrows on Sales Excuses, AI, SKOs and Sales Management

The Plague of Sales Excuses is Costing You Wins: It's Time for Extreme Ownership of Results in B2B Sales - John Barrows on Episode 58 of the Industrial Growth Institute Podcast
Summary
John Barrows is the CEO of JB Sales and a legendary figure in tech sales. He joins Ed to discuss AI, how B2B sales is evolving, the importance of training and the curse of sales excuses.
John shares insights from his extensive career, emphasizing the need for practical application in training and the significance of human connection in sales.
The conversation also touches on:
today's sales challenges
sales mindset
core principles of effective sales
problem-solving, resilience, and personal connections
and the necessity of overcoming excuses to achieve success.
The dialogue also highlights the significance of understanding personal goals in sales management, the importance of effective sales kickoffs, the role of authenticity in sponsorships, and the power of video in sales communication.
Barrows reflects on leadership lessons learned from Jack Welch and highlights the evolving landscape of B2B sales, advocating for agility and continuous improvement in sales processes.
Takeaways
Industrial sales can learn from tech's creative approaches.
John Barrows emphasizes the importance of practical sales training.
AI is transforming the sales landscape, making human connection vital.
Sales training should be a consistent expectation, not an aspiration.
In-person training is crucial for new sales professionals.
Sales is about solving problems, not just convincing customers.
The first two years in sales should be spent in the office for development.
A growth mindset is essential for success in sales. If you are not a problem solver, get out of the profession.
Winning is great, but learning from losses is crucial.
Sales managers should know their salespeople's personal goals.
AI can enhance sales coaching and management.
Excuses are just that—excuses; take control.
Sales training is becoming more specialized and segmented.
Respect for others' time is crucial in work.
Sales kickoffs should focus on actionable insights.
Authenticity is key in sponsorships and partnerships.
Video can enhance communication and engagement in sales.
Agility is essential for adapting to market changes.
Continuous improvement should be a daily practice.
Sales teams should collaborate to innovate processes.
Understanding your audience is vital for effective selling.
Takeaway Quotes from John "Make It Happen" Barrows
"AI is coming for all of us."
"Sales is about helping people solve problems."
"If you are not a problem solver, get out."
Check out John's JB Sales website and the children's sales book he wrote with his daughter.
LinkedIn: John Barrows and Ed Marsh
Twitter: John Barrows and Ed Marsh
Instagram: John Barrows and Ed Marsh
YouTube: @JohnMBarrows and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Industrial Sales and Tech Insights 03:22 John's Sales Journey: From Xerox to JB Sales 06:09 Training Approaches: Theory vs. Application 09:36 The Importance of Sales Training in Modern Times 13:44 The Need for In-Person Training and Development 15:38 The Role of AI in Sales and Business Acumen 20:51 The Future of Sales Talent and Mindset 25:26 Challenging Sales Myths and Misconceptions 26:01 The Essence of Problem Solving in Sales 30:11 Building Resilience and Learning from Losses 33:32 The Importance of Personal Connections in Sales Management 36:30 Leveraging AI for Sales Coaching 38:10 Overcoming Excuses and Taking Control 49:15 The Evolution of Sales Training and Methodologies 57:00 The Art of Sales Kickoffs 01:02:03 Navigating Sponsorships and Authenticity 01:06:05 The Power of Video in Sales 01:10:00 Leadership Lessons from Jack Welch 01:13:55 The Evolving Landscape of B2B Sales 01:20:59 Agility and Continuous Improvement in Sales
 
Learn more about the changing B2B sales environment.
 
#SalesExcuses #ExtremeOwnership #B2BSales #EnterpriseSales #ComplexSales #IndustrialSales #SalesTraining #AIinSales #JohnBarrows #MakeItHappen #SalesMindset #SalesDevelopment #SalesProspecting #SalesTechniques #SalesStrategies #BusinessAcumen #ProblemSolving #Resilience #OvercomingExcuses #SKO #SalesKickoff #Sponsorships #Authenticity #VideoMarketing #JackWelch #B2BSales #ContinuousImprovement #SalesManage #SalesKaizen

Episode 57 - Elizabeth Freedman on Selling to the C-Suite

Mastering Selling the the C-Suite and Shepherding Decisions - Elizabeth Freedman in Episode 57 of the Industrial Growth Institute Podcast
Summary
Selling to the C-suite has never been easy, and it's rapidly getting much harder. How can teams succeed?
Elizabeth Freedman brings years of personal experience selling to the Csuite to the Industrial Growth Institute podcast as she and Ed Marsh discuss the intricacies of executive performance and leadership.
The conversation focuses on Elizabeth's expertise in:
Selling to the C-suite
Understanding and coaching executives on making decisions in a stressful world
These are both critical for B2B sales reps to master if they're going to consistently excel at selling complex B2B solutions to industrial manufacturing business leaders.
After discussing her career focus of helping others - from time in the Peace Corp through her consulting work, Elizabeth kicks the conversation off with a personal anecdote of her early struggles selling to the csuite, and shares her journey from struggling to communicate with executives to founding eSuite Leader, a firm dedicated to empowering leaders. They explore the value of coaching, the relevance of liberal arts education, and the challenges of bridging generational gaps in communication.
The conversation delves into:
the evolving decision-making processes of executives
the immense and preoccupying pressures they face
the role of committees in decision-making
changes in accountability in organizations
the keys to successful selling to the C-suite
the critical importance of understanding executive decision-making.
They discuss strategies for prospecting, managing stress, the significance of personal branding in professional settings, and even the relevance of liberal arts education. The dialogue emphasizes the need for clear communication and the ability to simplify complex ideas for executive audiences, while also addressing the challenges faced by sales professionals in navigating relationships across different organizational levels.
Takeaways
The importance of actionable insights for executives.
Her journey of helping others is rooted in personal experiences of struggle.
Coaching and consulting must be linked to tangible business results.
Liberal arts education provides critical thinking skills but must connect to practical applications.
Bridging generational communication gaps.
Executive decision-in a world of overwhelming information.
Prioritization and scenario planning.
The role of committees in decision-making can complicate accountability.
Creating shared ownership and accountability is a persistent challenge.
The key to success in selling to the C-suite is to genuinely care about clients' needs.
Referral strategies are crucial for prospecting to executives.
Understanding what matters to clients is essential for effective communication.
Sales professionals must adapt their language to different audiences.
Simplifying complex ideas is vital when communicating with the C-suite.
Managing stress effectively is important in high-stakes environments.
Personal branding can enhance professional relationships and opportunities.
Seizing opportunities during periods of turmoil requires a proactive mindset.
Takeaway Quotes from Elizabeth Freedman
"We have to care about what they care about."
"We must be able to speak in their language."
"Meet people where they are."
Check out Elizabeth's E-Suite Leader website.
LinkedIn: Elizabeth Freedman and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube: @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Executive Performance and Leadership 02:40 The Journey of Helping Others 07:39 Understanding the Value of Coaching and Consulting 09:09 The Debate on Liberal Arts Education 12:52 Bridging Generational Gaps in Communication 17:55 Launching eSuite Leader: A New Venture 22:23 Understanding Executive Decision-Making 23:48 Evolving Decision-Making Processes 32:10 The Role of Committees in Decision-Making 37:01 Decline in Accountability 39:44 Keys to Success in Selling to the C-Suite 43:21 Prospecting Strategies for Executives 46:23 Bridging Conversations Across Levels 49:20 Simplifying Complex Ideas for the C-Suite 52:49 Common Reasons for Losing Deals 54:01 Managing Stress in High-Stakes Environments 01:01:30 Seizing Opportunities in Turmoil 01:03:08 Resources for Selling to Executives 01:05:47 Changing Dynamics in Executive Decision-Making
 
Learn more about changing the changing B2B sales environment.
 
#Leadership #SellingToTheCsuite #ComplexSales #SellingToCsuite #HowToSellToExecutives

Episode 56 - Roi Carmel on Using AI Sales Agents for Better B2B Sales Opportunity Qualification

Autonomous Deal Execution and the Power of AI Sales Agents - Roi Carmel in Episode 56 of the Industrial Growth Institute Podcast
Summary
Roi Carmel, CEO of Spotlight.ai, joins EdMarsh  to discuss the intersection of sales, technology, and the impact of AI on the sales process.
They explore the importance of viewing sales as a core function across all roles, the concept of autonomous deal execution, and how AI can streamline sales processes while maintaining the essential human element. The discussion dives deeply into the rapid evolution of AI Sales Agents and how technology is quickly empowering reps - although it's unlikely to replace them despite some predictions.
Roi shares insights on topics including:
managing complex sales cycles
the significance of discovery
the need for accurate sales data to inform decision-making at the executive level
common pitfalls in sales
unrealistic pipelines, pipeline reviews, MEDDPICC, BANT, other qualification frameworks
the importance of understanding customer pain points
the philosophical difference between qualifying deals in vs. qualifying them out
They also explore the evolving landscape of sales and AI, emphasizing the importance of understanding deal dynamics, building trust, and leveraging community engagement. Roi shares insights from his experiences in AI and sales, discussing the critical role of mentorship and the need for continuous learning in a rapidly changing environment.
Roi also shares thoughts on the significance of maintaining a balance in life as a CEO and the lessons learned from military service, archery, and judo that apply to leadership and resilience.
Takeaways
AI sales agents can streamline sales processes while preserving human interaction.
Understanding customer pain points is crucial for successful sales.
Sales reps often have 'happy ears' leading to unrealistic pipelines.
Discovery is essential to tie solutions to customer outcomes.
Sales managers should focus on quality over quantity in pipelines.
Autonomous deal execution can enhance sales efficiency.
Sales cycles can be sped up by addressing gaps in real-time.
AI is changing the way we prepare for sales meetings and qualify opportunities.
Factors beyond our control, like M&A, change deal qualification.
Salespeople need to focus on gaps in their deals, not just successes.
Trust is the foundation of effective leadership.
Archery teaches mental toughness and resilience in business.
Continuous practice is essential for sales success.
Communities are becoming vital for building trust in business.
AI will increasingly influence how deals are qualified and managed.
Takeaway Quotes from Roi Carmel
"Slow down to speed up."
"We need to orchestrate, not operate."
"AI is accelerating value-driven conversations."
"Always be qualifying out."
Check out Roi's Spotlight.ai website.
LinkedIn: Roi Carmel and Ed Marsh
Twitter: Roi Carmel and Ed Marsh
Instagram: Ed Marsh
YouTube: @SpotlightAIVideo and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Industrial Growth and Technology Insights 03:05 The Role of Sales in Product Development 06:01 Understanding Autonomous Deal Execution 09:05 AI's Impact on Sales Processes 14:56 Navigating Complex Sales Cycles 18:04 The CEO and CFO Perspective on Sales Data 21:12 Identifying Causes of Unrealistic Pipelines, and using MEDDPICC to qualify 23:58 The Importance of Discovery in Sales 26:50 Managing Multiple Buying Personas 40:46 Understanding Deal Dynamics 42:13 The Evolution of AI Sales Agents 49:15 Lessons from Military Service, Archery and Judo 54:44 Leadership and Building Trust 58:35 Mentorship and Community Engagement 01:00:05 The Importance of Community in Business 01:07:53 Innovations in AI and Sales Tools 01:12:20 Agentic AI for Opportunity Qualification
 
B2B Sales today is about seeking every ethical edge and advantage. That's why Ed created the Overall Revenue Effectiveness™ Framework to help companies optimize marketing and sales, and unlock an edge.
 
#AISalesAgents #AISalesAgent #AIAgents #AIinSales #SpotlightAI #RoiCarmel #RoyCarmel #EdMarsh #Podcast #AIforSales #AIforSalesforce #AIforSalesTeams #DealQualification #OpportunityQualification #AutonomousDealExecution #AutonomousOpportunityQualification #HappyEars #ComplexSales #B2BSales #IndustrialSales #EnterpriseSales #CapitalEquipmentSales #WhatAreAISalesAgents #AISalesAgentsAndAutomations #BestAISalesAgents #IndustrialGrowth #SalesStrategy #SalesProcess #MEDDPICC #SalesProcess #SalesManagement #SalesPipeline #SalesForecast #PipelineReview #SalesQualification #SalesInsights #Trust #Leadership

Episode 55 - Dan Schobel on Turning Trade Credit Insurance into a Competitive Sales Advantage

Just Sell That Hairy B2B Deal! Gain a Competitive Sales Advantage Through Trade Credit Insurance - Dan Schobel in Episode 55 of the Industrial Growth Institute Podcast
Summary
Dan Schobel joins the Industrial Growth Institute podcast to chat with host Ed Marsh about the often-overlooked topic of trade credit insurance. They explore how this financial tool can mitigate risks for industrial manufacturers while also creating opportunities for increased sales flexibility. Dan shares his journey in the industry, the challenges of launching his own business, and insights into effective sales strategies.
The conversation also delves into:
the current economic landscape and its implications for businesses
rising bankruptcy rates
the importance of understanding customer risks in business.
They delve into the role of credit insurance as a tool for managing financial risks, providing competitive advantages, and improving cash flow. The discussion also addresses common misconceptions about trade credit insurance and emphasizes the necessity for businesses to consider this coverage to safeguard their receivables and support growth.
Dan finished with an admonition to "Just sell the deal!" Imagine having that confidence.
Takeaways
Trade credit insurance mitigates risk and creates opportunities.
Dan Schobel launched his business to seize the moment.
Sales in the B2B space require constant prospecting.
Understanding customer risk is crucial for receivables protection.
Trade credit insurance is not the same as factoring.
The cost of trade credit insurance is minimal compared to its benefits.
Threatening to file a claim can prompt customer payments.
Retail is struggling while restaurants are busy.
Economic conditions vary significantly by industry.
Effective sales strategies involve understanding the decision-makers.
Economic disparities exist between urban and rural areas.
Bankruptcy rates are increasing, particularly in mid-America.
Understanding customer risks is crucial for businesses.
Credit insurance can provide a competitive edge in sales.
Managing stress is part of navigating high-stakes situations.
Credit insurance can free up cash and reduce financing costs.
Many companies are unaware of the benefits of credit insurance.
Misconceptions about the cost of credit insurance persist.
Effective risk management can lead to business growth.
Building relationships and trust is key in the insurance industry.
Takeaway Quotes from Dan Schobel
"You're crazy if you don't cover it."
Check out Dan's Trade Smart website.
LinkedIn: Dan Schobel and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube:  @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Trade Credit Insurance 02:25 Dan's Journey and Business Launch 04:25 Understanding Sales Dynamics 12:14 Defining Trade Credit Insurance 18:54 Cost and Coverage of Trade Credit Insurance 24:22 Current Economic Landscape and Its Impact 25:41 Economic Disparities and Bankruptcy Trends 30:00 Understanding Customer Risks in Business 31:52 Managing Stress in High-Stakes Situations 34:39 The Importance of Credit Insurance 37:48 Leveraging Credit Insurance for Competitive Advantage 40:34 Cash Flow and Financing Benefits of Credit Insurance 42:01 Navigating Misconceptions About Trade Credit Insurance 49:33 The Case for Trade Credit Insurance in Business Growth
 
B2B Sales today is about seeking every ethical edge and advantage. That's why Ed created the Overall Revenue Effectiveness™ Framework to help companies optimize marketing and sales, and unlock an edge.
 
#CompetitiveSalesAdvantage #CompetitiveAdvantage #B2BSales #TradeCreditInsurance #SalesStrategies #IndustrialGrowth #ReceivablesProtection #BusinessRiskManagement #EconomicTrends #DanSchobel #EdMarsh #BankruptcyTrends #CustomerRisk #CreditRisk #CashFlow #TradeCreditInsurance #RiskManagement

Episode 54 - Dianna Huff on the Curse and Blessing of Private Equity in Mid-Size Industrial Manufacturing

Is Private Equity Good or Bad for American Manufacturers? - Dianna Huff in Episode 54 of the Industrial Growth Institute Podcast
Summary
Diana Huff, a marketing expert focused on American manufacturing chats with host Ed Marsh. They discuss her journey from a background in English literature to industrial marketing, her passion for promoting Made in USA products, and the challenges faced by small manufacturers in the current economic landscape.
The conversation delves into the impact of offshoring, the role of private equity in manufacturing, and the importance of effective marketing strategies for small manufacturers. Diana shares her insights and opinions on various topics including:
the evolving nature of industrial marketing
the significance of maintaining a strong manufacturing base in the U.S.
the complexities of automation in manufacturing
the impact of private equity on American jobs
the critical need for effective marketing strategies.
They discuss the balance between profit and employee welfare, the importance of manufacturing jobs in providing stability, and the necessity of building trust in marketing. The conversation emphasizes the need for manufacturers to adopt a continuous improvement mindset in both production and operations, and marketing and sales to thrive in a changing landscape.
Takeaways
Diana Huff has a rich background in industrial marketing and manufacturing.
The role of private equity in manufacturing can be both beneficial and detrimental.
Offshoring has significantly impacted American manufacturing jobs.
Effective marketing is crucial for small manufacturers to compete.
Websites should communicate expertise and attract talent, not just generate leads.
Diana's blog focuses on promoting Made in USA products based on personal experiences.
The manufacturing industry has become more efficient due to competition. 
Automation can help address labor shortages in manufacturing.
Diana's journey reflects a passion for revitalizing American manufacturing.
Automation helps ensure consistent quality in manufacturing processes.
The precision of automated tools can reduce waste and improve safety.
Balancing profit maximization with employee welfare is a complex challenge.
Many American manufacturers struggle with marketing and sales effectiveness. Improving their revenue growth can improve resilience and reduce the need to sell.
Private equity can provide important options for business owners.
Different firms and philosophies may emphasize business cuts while others embrace owners, legacy, employees and community.
Manufacturing jobs are vital for community stability and individual dignity. - Building trust in marketing is essential for long-term success.
Effective marketing requires consistency and a clear budget.
Manufacturers should adopt a continuous improvement mindset in marketing.
Consumers can support American manufacturing by being informed and intentional in their purchases.
Takeaway Quotes from Dianna Huff
"There is no straightforward, easy answer."
"Private equity may actually serve a purpose."
"The focus on profits has led to offshoring."
Check out Diann's Huff Industrial Marketing website.
LinkedIn: Dianna Huff and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube:  @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Diana Huff and Her Journey 12:00 The Impact of Offshoring on American Manufacturing 19:57 The Role of Private Equity in Manufacturing 28:04 Challenges Facing Made in America Manufacturing 32:06 The Future of Manufacturing and Automation 33:41 The Role of Automation in Manufacturing 35:54 Balancing Profit and Employee Welfare 39:05 Marketing and Sales: The Missing Link 43:05 Private Equity: A Double-Edged Sword 47:56 The Importance of Manufacturing Jobs 52:01 Building Trust in Marketing 56:06 Strategies for Effective Marketing 01:00:54 Resources for Buying American 01:04:02 Final Thoughts on Manufacturing and Marketing
 
Ed Marsh is certified in Private Equity Portfolio Company Governance by the Private Directors Association and consults with sponsors and portcos on his Quality of Sales Framework. 
 
#BenefitsOfPrivateEquity #privateequity #JackWelch #Capitalism #ExitStrategy #EmployeeWelfare #IndustrialManufacturing #MadeInUSA #MadeInAmerica #AmericanManufacturing #Offshoring #Profitability #IndustrialMarketing #MarketingForManufacturers #ManufacturingMarketing #Podcast #DiannaHuff #EdMarsh #Reshoring #ManufacturingProfitability

Episode 53 - Steve Maurer on Industrial Content Marketing from the Heart and Factory Floor

Industrial Content Marketing Can't Fake a Genuine Industrial Connection if It's Going to Resonate - Steve Maurer in Episode 53 of the Industrial Growth Institute Podcast
Summary
In this episode of the Industrial Growth Institute podcast, Ed Marsh interviews Steve Maurer, an industrial content marketing copywriter with a rich background in maintenance and safety.
They discuss the evolution of content marketing in the industrial sector, the importance of understanding the buyer's journey, and how to effectively communicate emotional benefits to potential customers.
Steve shares insights on:
aligning content with the buyer's journey
the shift from print to digital content
the challenges of writing case studies and white papers
the need for a human touch in industrial marketing
the importance of listening to the target market.
In this conversation, Steve Maurer shares insights on the challenges faced by marketing teams in industrial sectors, the evolution of content length for SEO, and the importance of understanding audience needs. He discusses the role of AI in content creation, effective interviewing techniques for extracting valuable information, and the significance of emotional connection in marketing.
Maurer also emphasizes the need for a structured review process and the value of adjacent content in engaging potential customers. He concludes with recommendations for aspiring copywriters and the importance of strategic content planning.
Takeaways
Steve's first career was on factory floors before he transitioned from maintenance to content marketing.
Understanding the buyer's journey is crucial for effective marketing.
Emotional benefits are key in B2B marketing.
Content must align with the buyer's journey for success.
Digital content is replacing traditional print materials.
Companies need to understand their target market's needs.
Style guides help maintain consistent messaging.
Video content is increasingly important in marketing.
Case studies should focus on the customer as the hero. Marketing teams often struggle with resource limitations.
Longer blog posts are now essential for effective SEO.
Understanding your audience's emotional needs is crucial.
AI can significantly enhance the research process for writers.
Effective interviewing can uncover valuable tacit knowledge.
A structured review process can streamline content approval.
Writing should engage the audience on a conversational level.
Adjacent content can attract potential customers beyond direct product marketing.
Reading widely can improve copywriting skills.
Takeaway Quotes from Steve Maurer
"Ask the so what question."
"Don't make me think, show me."
"Listen to your market and they will tell you."
"I want to have a conversation with you, even if it's on paper."
Check out Steve's Maurer Copywriting website.
LinkedIn: Lew Weiss and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube:  @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Industrial Growth and Content Marketing 03:02 Steve Maurer's Journey from Maintenance to Marketing 06:02 Understanding the Buyer’s Journey in Industrial Marketing 09:13 The Importance of Emotional Benefits in B2B Marketing 12:01 Aligning Content with the Buyer’s Journey 14:59 Lead Generation and Nurturing Processes 20:50 Finding Information in the Digital Age 26:57 Creating Effective Style Guides 29:46 Types of Content in Industrial Marketing 33:11 Challenges in Writing Case Studies and White Papers 38:54 Marketing Team Challenges and Resource Limitations 42:45 The Evolution of Blog Post Length and SEO 47:26 Navigating Client Expectations and Content Voice 49:34 The Art of Interviewing for Tacit Knowledge 52:29 AI's Role in Content Creation and Research 01:00:58 Writing for Audience Engagement and Emotional Connection 01:09:02 Recommended Resources for Aspiring Copywriters 01:12:56 The Importance of Adjacent Content in Marketing 01:15:22 Final Thoughts on Industrial Content Strategy
 
Learn about Manufacturing Journalism™ for Industrial Manufacturers.
 
#industrialcontentmarketing #IndustrialMarketing #ManufacturingMarketing #ContentMarketing #SalesEnablement #BuyersJourney #LeadGeneration #DigitalContent #StyleGuides #CaseStudies #WhitePapers #Blogging #B2BMarketing #MarketingforManufacturers #ContentCreation #SEO #BlogWriting #AudienceEngagement #AIinWriting #ContentStrategy #InterviewingTechniques #CopywritingResources #IndustrialCopywriting #ManufacturingJournalism #Podcast

Episode 52 - Lew Weiss on How Manufacturing Talk Radio Transformed His Metals Distribution Business

Manufacturing Talk Radio Quickly Morphed From an Experiment to an Industrial Marketing Juggernaut that Drove 30% Growth in Sales - Lew Weiss in Episode 52 of the Industrial Growth Institute Podcast
Summary
Lew Weiss, founder of All Metals and Forge Group and Host of Manufacturing Talk Radio joins Ed to share his extensive experience in industrial sales and marketing.
Lew discusses the evolution of sales over the decades, his early adoption of the internet, and the significant impact of achieving ISO certification on his business.
He also reflects on the creation of Manufacturing Talk Radio, emphasizing the importance of providing valuable insights to manufacturers. The conversation highlights:
Lew's innovative approach to marketing and his ability to adapt to changing industry landscapes
his journey in podcasting
the impact of his show on his business
transition from audio to video
challenges of monetization
importance of consistency
the value of educating the audience, and the need for commitment and patience in building a successful podcast.
Weiss also reflects on the surprises encountered during business transactions and the balance between work stress and passion for the industry.
Takeaways
Lew Weiss founded All Metals and Forge Group in 1972.
He embraced innovative marketing strategies throughout his career.
The internet revolutionized his approach to business.
ISO certification significantly boosted his company's credibility.
Marketing has always been more important than sales in his experience.
Manufacturing Talk Radio was created to provide insights to manufacturers.
He recognized the need for continuous reinvention in business.
Lew's unique branding with the yellow jacket made him recognizable.
He generated substantial leads through his website.
The podcast gained significant traction, with high download numbers. Sales at All Metals and Forge Group increased by over 30%.
Consistency is crucial for podcast success.
Transitioning to video-enhanced audience engagement.
Syndication expanded the reach of the podcast.
Monetization in podcasting is challenging but necessary.
Surprises in business transactions are common.
Passion for the work helps manage stress.
Understanding industry buzzwords is essential for success.
Rewards from podcasting can be significant over time.
Educating buyers is vital in today's market.
Takeaway Quotes from Lew Weiss
"Consistency is key in podcasting."
"The rewards will come back in spades."
"Educating your buyer is of colossal importance."
Check out Lews's Manufacturing Talk Radio website.
LinkedIn: Lew Weiss and Ed Marsh
Twitter: @MfgTalkRadio and Ed Marsh
Instagram: Ed Marsh
YouTube: @MfgTalkRadio and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Lew Weiss and His Journey in Business and Manufacturing Talk Radio 04:26 The Evolution of Industrial Sales 11:50 Embracing the Internet Revolution 17:14 Achieving ISO Certification and Its Impact 24:53 Marketing vs. Sales: A Historical Perspective 28:11 The Birth of Manufacturing Talk Radio 34:48 The Impact of Manufacturing Talk Radio on Business 36:35 Measuring Impact and Consistency in Podcasting 39:01 Transitioning from Audio to Video 41:22 Relaunching and New Beginnings 43:12 Syndication and Expanding Reach 49:09 Monetization Challenges and Strategies 51:30 Navigating Business Transactions and Surprises 56:47 Balancing Work Stress and Passion 01:00:10 Advice for Aspiring Podcasters 01:02:10 The Importance of Commitment and Patience 01:07:11 Educating the Buyer and Market Trends
 
Learn about Manufacturing Journalism™ for Industrial Manufacturers.
 
#ManufacturingTalkRadio #LewWeiss #ManufacturingJournalism #IndustrialJournalism #IndustrialMedia #IndustrialSales #ISOCertification #MarketingStrategies #BusinessEvolution #InternetMarketing #SalesTechniques #DigitalMarketing #ManufacturingMarketing #AllMetalsAndForgeGroup #Podcast #Podcasting #VideoMarketing #MarketingROI #BuyerEducation #PodcastingAdvice #VideoPodcast #ManufacturingIndustry #BrandedPodcast #PodcastMarketing

Episode 51 - Jean Rabatin on Optimizing Industrial Sales Channel and Avoiding Channel Conflict

Avoiding Channel Conflict and Driving Profitable, Sustainable Growth - POV From Both Sides of Sales Channel in Automation and Machinery Sales - - Jean Rabatin in Episode 51 of the Industrial Growth Institute Podcast
Summary
Jean Rabatin, a successful woman in sales and a long-time professional in the automation industry, discusses her journey from selling metal to robotics.
Jean and host Ed Marsh explore the significance of live events and trade shows in building relationships and generating leads, the challenges of transitioning from technical to commercial conversations, and the importance of understanding partner dynamics in sales.
Jean shares insights on:
managing trade show leads
complexities of channel partnerships
evolving landscape of automation technology
different types of industrial sales channel
specifics of partnerships in robotic integration
importance of support culture over exclusivity.
They explore the concept of ideal partner profiles, the significance of training and onboarding, and the impact of innovative co-marketing (manufacturer and channel partner) strategies in the industrial space.
The discussion also touches on personal well-being, the future of AI in robotics, competition in automation, and trends in US automation, providing insights into how companies can adapt to evolving market demands.
Takeaways
Jean's career spans over 22 years in automation and robotics.
The importance of live events for personal connections in business.
Transitioning from technical discussions to commercial conversations is crucial.
Feedback from partner events is essential for future planning.
Trade shows serve as networking opportunities rather than just sales events.
Managing trade show leads effectively is key to success.
Selling custom automation presents unique challenges compared to traditional sales.
Women in industrial sales bring a different perspective and can be successful.
The move to automation requires understanding both direct and channel sales.
Building technology partnerships can enhance market offerings and growth.
Successful integrators have relationships with various robot companies.
Support culture is crucial in differentiating companies.
Training programs should be tailored to the partner's existing knowledge.
AI will play a significant role in the future of robotics.
The market is shifting towards companies that can't find workers.
Automation audits can help identify opportunities for integration.
Innovative marketing strategies can enhance visibility and engagement.
Personal well-being practices are essential for maintaining focus.
Adaptability is key for integrators in changing industries.
Takeaway Quotes from Jean Rabatin
"We want them to know who we are."
"You have to earn that credibility."
"We don't ask or demand for exclusivity."
"You have to have some kind of value add."
"We need robots to manufacture in this country."
Check out Jean's Yaskawa Motoman Robotics website.
LinkedIn: Jean Rabatin and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube: @Yaskawa and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Jean Rabatin and Her Journey 02:18 The Importance of Live Events in Business 04:22 Transitioning from Technical to Commercial Conversations 08:31 Feedback and Future Plans for Partner Events 10:29 The Role of Trade Shows in Networking and Lead Generation 12:15 Managing Trade Show Leads Effectively 16:46 The Challenges of Selling Custom Automation 19:42 Women in Sales - Breaking into Sales in a Male-Dominated Industry 24:10 The Move to Automation and Channel Sales 28:56 Navigating Complex Channel Partnerships 32:32 Building Technology Partnerships for Growth 35:15 Avoiding Channel Conflict in Sales 39:34 Navigating Robot Partnerships 42:00 The Importance of Support Culture 45:04 Defining Ideal Partner Profiles 48:48 Training and Onboarding New Partners 51:02 Selling Beyond Technical Features 53:00 Innovative CO-Marketing Strategies 58:47 The Future of AI in Robotics 01:01:34 Understanding Competition in Automation 01:03:39 Trends in US Automation 01:08:34 Resources for Automation Insights
 
Explore the Overall Revenue Effectiveness™ Framework for Industrial Revenue Growth and and the role of channel management to drive growth and preempt channel conflict
 
#ChannelConflict #ChannelSales #SalesChannel #IndirectSalesChannel #Distribution #Integrators #IndustrialSales #MachinerySales #Robots #Automation #Yaskawa #Kuka #CalvaryAutomation