Thursday, August 29, 2024

How to Specialize and Expand your Markets: Corey Quinn

How to accelerate growth by scaling your process How to escape founder-led sales Episode 222 (Corey is based in Los Angeles) In this conversation with Corey Quinn we explore: • Knowing the market better than the market specialists • Caring about the clients • How to warm up a cold call • How to transfer your process to another vertical market • How to leverage empathy • Defining your business by the industry of your clients • Leveraging the power of repeatable systems • How to specialize in more than one niche ----- About our guest, Corey Quinn: As Chief Marketing Officer of Scorpion, he helped them grow from $20M to $150M in 6 years. He's worked 17 years in the marketing agency business. He's the author of "Anyone, Not Everyone". You can get a free copy of the audio book here: www.AnyoneNotEveryone.com (http://www.AnyoneNotEveryone.com) ----- Excerpts from this conversation with Corey Quinn: You need to have repeatable sales process that is not dependent on the on the founder, so you have to strip out all of the variables from the sales process, make it much more operationally or streamlined. ----- The impact of empathy happens before the cold call. What I'm a big fan of is interviewing your clients and understanding how and why they buy from you, so you understand the attributes that they're looking for. That's one piece. The other piece is when I coach my clients, but I do I do this work with with agencies, what I encourage them to do is to think of themselves, not as a in the digital marketing industry, I want them to think of themselves. In their clients industry. So if you're serving med spas, you are no longer in the business or in the industry of digital marketing. Now you are a member of the med spa industry, and as a result of that, you're going to their conferences. You're joining the associations. You're participating in the associations. You know what's happening in the industry, and you're helping to further the interests of that interest industry, I'll give you an example. At Scorpion, we worked in the franchise, franchise, multi location business industry is, interestingly, a lot of it's a big segment of our economy, but it's a relatively small industry. What we did to enter into that world is we became a part of that industry. What I mean by that is our leaders, who focused on franchise they became certified as something that's called the CFE CERTIFIED FINANCIAL executive. That is an 18 month program to become certified in that we also joined a group called the IFA, which is the International Franchise Association. ----- ----more---- Your Intended Message is the podcast about how you can boost your career and business success by honing your communication skills. We’ll examine the aspects of how we communicate one-to-one, one to few and one to many – plus that important conversation, one to self. In these interviews we will explore presentation skills, public speaking, conversation, persuasion, negotiation, sales conversations, marketing, team meetings, social media, branding, self talk and more.   Your host is George Torok George is a specialist in communication skills. Especially presentation. He’s fascinated by the links between communication and influencing behaviors. He delivers training and coaching programs to help leaders and promising professionals deliver the intended message for greater success.