Helping coaches, consultants and speakers learn best practice B2B sales skills and sell their services to corporate clients.
"New and noteworthy means nothing!"
Today Jessica Lorimer, the creator of Selling To Corporate shares her story of business podcast.
► Tell us about you and your podcast
As the corporate world shifts, we see a huge requirement for coaches, consultants, speakers and trainers to support organisations in areas like; DEI, Health and Wellness (including mental health, fertility and performance), Communications/ Marketing, Strategic Consulting, Presentations/ Speaking, Training, Employee Engagement and more.
With B2B sales being worth five times more than B2C sales - it's imperative for every service based entrepreneur to develop a corporate revenue stream and the Selling to Corporate ® podcast shares the business-to-business sales tips, techniques and skills that I've taught over 28,000 people around the globe to improve their consultative sales approach and generate sustainable revenue from corporate clients.
► Why & how did you start this podcast?
I started podcasting in 2017 and created 400 episodes with my first show. Podcasting has always been such a great way to engage listeners on important topics and be able to discuss sales in a transparent way - so I decided to create a more specialist podcast for those entrepreneurs looking to sell their coaching/ consulting/ speaking and training services to corporate clients in 2019.
We started with 127 listeners in our first month of June 2019 and have created an epic community of listeners over the last five years who are absolute raving fans who use the tips and techniques in the episodes to create best- practice B2B sales processes in over 15 countries.
I originally started the show because there are SO many podcasts about generalised sales skills but not many that specifically cater to selling to companies - and so many people needed to understand the area better.
► How'd you find the time and funding to do this podcast?
I release an episode every two weeks on the Selling to Corporate ® podcast and have a phenomenal podcast producer who makes sure that each episode goes out on time with perfect audio quality. Each episode is around 35 minutes long and is always recorded in one take - which makes it 'real-time' for our listeners and gives them an opportunity to really see my personality alongside the practical tips and teachings.
I batch episodes, often recording 6 at a time because it helps me to keep to a regular schedule and makes life easier for our busy podcast producer too.
The biggest reason that I make time to record episodes is because a) I LOVE talking about best-practice business development techniques and b) we use the podcast to attract and convert new clients who want to learn more about doing best-practice business development. Rather than being a show about a hobby which can be more difficult to justify spending significant revenue on, it's a show that helps us provide much needed sales education and generates new clients.
► What do you gain from podcasting?
Selling to Corporate ® generated over £1m in revenue in the first 99 episodes (which is pretty cool for a podcast!) We have a small listenership (our current peak is about 2000 listeners per month) and have a course, The C Suite ® that is promoted for anyone who wants to take their learning further.
Podcasting hugely benefits me to be able to build a community and provide much needed sales education to people around the world. It also helps the community of coaches/ consultants/ speakers and trainers around the globe to generate more revenue and build the business that they want to have.
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► How does your podcasting process look like?
My podcast process is super simple; each month I batch record episodes using Zoom. I have a list of topics that I know my audience want to know more about and actively encourage questions and messages so that I can create specialist episodes on areas that are relevant and useful. For any guests that we do have, the interviews are all recorded on Zoom and passed along to our podcast producer. Each guest has been a member of my courses/ programmes and comes on to share their key learnings/ breakthroughs and challenges so that our listeners can hear more and learn more from real people also selling their services to corporate clients.
► How do you market your show?
As a team, my podcast producer and I have worked hard in two areas; 1) getting found (using SEO friendly show notes/ making sure that the show is on great platforms etc so that it's easy to find by the people who are most likely to listen and enjoy and b) getting recommended... which is much harder but worth it! We find that taking the time to genuinely create great episodes with tons of value and epic audio quality helps people to easily recommend the show to their peers/ friends/ colleagues and that helps to increase our qualified listener base.
Will we ever see huge download numbers per month? Maybe not... but we see a huge amount of revenue and epic education - and that's what we care about.
► What advice would you share with aspiring (new) podcasters?
New and noteworthy means nothing! :) Heading for vanity awards / metrics like appearing in certain charts doesn't guarantee the quality or success of a show. Instead, you need to define what the purpose of your show is for YOU (e.g. revenue generation/ education etc) and what the purpose is for your LISTENERS (e.g. education/ discussion) and make sure that you do the activities that will help you create that experience.
For me, the show is designed to educate people on best-practice B2B sales techniques and is a qualified lead generation tool... so we spend time and energy making sure that it appeals to the right people and attracts the right listeners over having tens of thousands of downloads.
► Where can we learn more about you & your podcasts?
If you want to check out the Selling to Corporate ® podcast, you can find it on iTunes/ Spotify/ all major podcast players: https://sellingtocorporate.com/selling-to-corporate-podcast/
And you can always connect directly with me on LinkedIn to learn more about best-practice sales tips + techniques too! https://www.linkedin.com/in/jesslorimer/
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