Using the Buyer Legend Process to Connect With Buyers

Finding the right question is more important than chasing the right answer

Jeffrey and Bryan Eisenberg

Jeffrey and Bryan Eisenberg

For almost two decades, brothers Jeffrey and Bryan Eisenberg have been recognized by their peers as authorities in marketing optimization, analytics, and customer-experience design.

While deeply grateful for their success, they remained unfulfilled by unanswered questions. The two most common troubling questions asked by executives and entrepreneurs were, “What is the secret to selling more?” and “Why doesn’t my team get it?”

What is the Buyer Legends Process?

Buyer LegendsBuyer Legends is a business process that uses storytelling techniques to map the critical paths a prospective buyer might follow on his journey to becoming a buyer.

This process aligns strategy to brand story to the buyer’s actual experience on their customer journey.

These easy-to-tell stories reveal the opportunities and gaps in the customer’s experience versus the current marketing & sales process.

These legends communicate the brand’s story intent and critical touch point responsibilities within every level of an organization, from the boardroom to the stockroom.

Buyer Legends reconcile the creative process to data analysis; aligning metrics with previously hard-to-measure marketing, sales, and customer service processes. The first result is improved execution, communications, and testing. The second result is a big boost to the bottom line.

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Brad Wyman and Cali Lewis on the Future of Tech

Brad Wyman and Cali Lewis on the Future of Tech

Heather Vale Goss interviews filmmaker Brad Weinman and pioneer podcaster Cali Lewis in the NMX Lounge at NAB, Las Vegas, for Profitable Social Media and Performance Marketing Insider. Cali was working on her GeekBeat.TV show, and Brad was talking about his expertise, crowdfunding.

With over 30 feature films to his credit, Wyman has worked with an impressive roster of A-list talent, from Reese Witherspoon and Charlize Theron to Matthew McConaughey and Cristina Ricci. His impressive 25 year career boasts the Oscar winning MONSTER. He is now Chief Crowdfunding Officer at FundAnything.

Cali Lewis has become a household name in the tech industry and her podcasts have been viewed hundreds of millions of times over the last eight years. She’s also a noted industry commentator with regular appearances on BBC, CNN, FOX, ABC, NBC, MSNBC, Sirius, and as both a keynote speaker and panel participant at industry events.

In this fun interview, find out about some of the cool new technology that excites Cali and Brad, what got Cali into podcasting in the first place, why it’s cool to be a geek, how Brad “gets the money,” and more.

Get Unstuck with Barry Moltz

Get Unstuck with Barry Moltz

BarryMoltz3-smBarry Moltz gets business owners growing again by unlocking their long forgotten potential.  With decades of entrepreneurial experience in his own business ventures as well as consulting countless other entrepreneurs, Barry has discovered the formula to get stuck business owners unstuck and marching forward.  Barry applies simple, strategic steps to facilitate change.

Barry has founded and run small businesses with a great deal of success and failure for more than 20 years.

After successfully selling his last operating business, Barry has branched out into a number of entrepreneurship-related activities.  He founded an angel investor group, an angel fund, and is a former advisory member of the board of the Angel Capital Education Foundation.  His first book, “You Need to Be A Little Crazy: The Truth about Starting and Growing Your Business” describes the ups and downs and emotional trials of running a business.  It is in its fifth reprint and has been translated into Chinese, Russian, Korean and Thai.

His second book, “Bounce! Failure, Resiliency and the Confidence to Achieve Your Next Great Success”, shows what it takes to come back and develop true business confidence.  It has been translated into Korean and German.  His third book, “BAM! Delivering Customer Service in a Self-Service World” shows how customer service is the new marketing. His fourth book, Small Town Rules: How Small Business and Big Brands can Profit in a Connected Economy shows how when every customer can talk to every other customer, it’s like living in a small town: Your reputation is everything.

His fifth book, “How to Get Unstuck: 25 Ways to Get Your Business Growing Again” will be released in 2014.

Barry is a nationally recognized speaker on small business who has given hundreds of presentations to audiences ranging in size from 20 to 20,000. As a member of the Entrepreneurship Hall of Fame, he has also taught entrepreneurship as an adjunct professor at the Illinois Institute of Technology.  He has appeared on many TV and radio programs such as CNBC’s The Big Idea with Donny Deutsch, MSNBC’s Your Business and NPR’s The Tavis Smiley Show.  He hosts his own radio show, Business Insanity Talk Radio, and writes regularly for the American Express Open Forum and other online and offline periodicals.

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Boost Your Bottom Line with Adryenn Ashley

adryennAs an award winning filmmaker and actress, Adryenn Ashley  is used to transforming herself and others into riveting onscreen characters. “There are no obstacles, only opporunities,” she says. She uses her well honed techniques to transform everyday entrepreneurs into successful business celebrities. As a mentor to CEOs worldwide, she is directly responsible for adding significant revenue to her client’s bottom line.

Adryenn founded Wow! Is Me, Inc. after developing a proprietary marketing formula that works with both retail and service based businesses.  Her clients are from every industry, and offer a diverse selection of offerings.

Her high-end product line, Red Carpet Results, helps clients create their expert authority profile online and in the media to keep them top-of-mind with their ideal clients. Her fundamental belief is that everyone has a special skill — a unique quality worthy of praise and profit — and her mission is to help clients find that skill or knowledge and craft a profitable plan to transform it into a revenue generating business.

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Turn Adversaries into Allies with Bob Burg

BobBurgHeadshotCan you really, systematically and consistently get the results you want from others while making them feel genuinely good about themselves, about the process, and about you? Our guest says, “Absolutely!”

Bob Burg is a sought-after speaker at corporate conventions and for entrepreneurial events. He regularly addresses audiences ranging in size from 50 to 16,000 — sharing the platform with notables including today’s top thought leaders, broadcast personalities, Olympic athletes and political leaders including a former United States President.

Although for years he was best known for his book Endless Referrals, over the past few years it’s his business parable, The Go-Giver (coauthored with John David Mann) that has captured the heart and imagination of his readers. It’s been a best seller on The Wall Street Journal and BusinessWeek lists, and has consistently stayed in the top 25 on 800ceoread’s Business Book Best Seller List. It’s been translated into 21 languages and is his fourth book to sell over 250,000 copies.

He believes his new book, Adversaries into Allies: Win People Over Without Manipulation or Coercion is by far his most important work yet. Bob is an advocate, supporter and defender of the Free Enterprise system, believing that the amount of money one makes is directly proportional to how many people they serve. He is also an unapologetic animal fanatic and serves as a member of the Board of Directors of Furry Friends Adoption and Clinic in Jupiter, Florida.

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Be Fascinated by Sally Hogshead

sallyhogshead_bioimgSally Hogshead is a Hall of Fame speaker, international author, and the world’s leading expert on fascination. She’s the author of Fascinate: Your 7 Triggers to Persuasion and Captivation. She helps world-class businesses develop messages that influence and persuade consumers, partners, and employees.

Starting out as one of the most award-winning advertising writers in the country, she is today a world-renowned brand consultant and speaker, leading keynotes for companies such as Starbucks and Microsoft as well as innovation workshops. As a creative director, she develops fascinating ideas for both Fortune 500 companies and start-ups. Hogshead and her work have been featured in the New York Times and on the Today show, CBS, ABC, and MSNBC.

Sally measured over 160,000 people to identify a scientific approach to personal branding. Over the past decade, her team has uncovered surprising trends about why certain people and companies succeed. Today, Sally teaches how to communicate and captivate in a world with a 9-second attention span. When you fascinate a customer or employee, you immediately engage their interest. They’re more likely to remember you, trust you, respect you, and buy from you. But if you fail to fascinate, they’ll move on to the next option. To break through and stand out in any competitive environment, you must understand how to fascinate.

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Fascinate