Frank Somma: Why B2B is actually P2P | Episode 004
What is your key differentiation?
Frank Somma Show Notes Page
What are the core elements you could be missing when you create that landing page, LinkedIn Post, Facebook Update, or Tweet?
Frank Somma, author of B2B is Really P2P: How to Win With High Touch in a High Tech World shares in this episode that he found the key differentiator is always him. But you can’t hire Frank – and you don’t need to.
What Frank refers to are the skills that need to be a more prevalent part of your digital marketing that frequently we may have viewed as obscure or not considered at all.
As a digital marketer, you have to move people to a sale by removing perceived risk and opening the potential for trust to enter your ideal client’s mind. You don’t need to learn to be a silver-tonged devil or a wizard of sales copy.
Frank shares insights into how to listen better, understand better and serve better. It’s about creating a connection.
Your ideal clients are sorting through so much information out there-many things coming at them all day every day. How do you help them to distinguish your organization’s solutions from another? Frank knows how, and he shares that in this episode.
Frank is a sales and communications expert, speaker, author and lifelong charity fundraiser.
His sales expertise is born from a varied background:
His discipline comes courtesy of his time with The United States Navy’s Presidential Honor Guard where he served under Presidents Jimmy Carter and Ronald Reagan
His heart comes from his lifelong devotion charity work. Frank was the longest sitting national president for The Cooley’s Anemia Foundation
His sales leadership expertise was developed during his long tenure as a partner and sales VP with CBS, an office automation company in New York and subsequently with Toshiba NY/NJ.
Frank took his NLP, Neuro-Linguistic Programming, education at the NY Institute for NLP and earned his practitioner degree in that communication science.
He has been speaking and training professionally for over 15 years winning accolades from such notable companies as DLL Bank, GE, Xerox, and K Hovnanian
His new book B2B is Really P2P how to win with high touch in a high tech world just came out in January of this year
Frank lives in Holmdel, NJ with his longtime love Deborah, and when he isn’t occupied with one of his businesses, he’s either out running with his dog, or in the kitchen cooking for his kids and grandkids.
01:16 – Frank’s background with B2B Digital Marketing
02:59 – The importance of being personal in digital
04:01 – How Neuro-Linguistics Programming helps you understand your customers
06:42 – How understanding your customers can help you differentiate your product.
08:20 – As a marketer, you are the differentiator
09:45 – The importance of tonality and body language in communication
11:23 – Why watching matters
12:57 – Everything you do must reflect the message you want to bring.
15:52 – The disconnect between marketing and sales
19:06 – Investing in personal connections on your digital pipes
21:36 – The importance of after sales
22:45 – Where Frank will invest the money if given an unlimited budget
24:35 – The one question every marketer must ask
27:19 – B2B is Really P2P: How to Win With High Touch in a High Tech World
29:59 – Connect with Frank Somma
“Selling happens when there’s trust and when you remove as much risk as possible from the buyer.”
“You have to make decisions from a place of success, not from a place of need.”
“Everything you do reflects the message you want to bring.”
Links and Resources
Frank’s Facebook: https://www.facebook.com/sommafrank/
Frank’s Twitter: https://twitter.com/fsomma
Frank’s LinkedIn: https://www.linkedin.com/in/frank-somma-473ab612/
Frank’s Instagram: https://www.instagram.com/franksomma/
Frank’s website: https://www.franksomma.com/
Show TranscriptClick to access edited transcript