Sales Training: Tips from my Latest Sale Training Consultation

Partnership and Venue Relationships: List Wins

• 04 Center Major Win: Client successfully secured a partnership with the 04 Center, described as one of the few midsize venues in town, bridging the gap between small venues like Saxon Pub and large venues
• Songwriter Series Sponsorship: The deal involves Goodwolf sponsoring the venue’s Wednesday songwriter series while providing ticketing services
• Strategic Growth: The partnership starts small with the songwriter series but has potential to expand to larger events at the venue as the relationship develops
• Venue Classification System: Kyle Bailey’s Sales Training Tips emphasizes understanding venue hierarchy – small venues, midsize venues (like 04 Center), and large venues for strategic targeting

Event Marketing and Promotion Strategies

• Speak Easy Rooftop Party: Main focus is promoting a VIP industry mixer at Speak Easy Rooftop (downtown Congress Avenue location) scheduled for next Friday at 7 PM
• “Fiasco of Wolves” Branding: The party is branded as “Fiasco of Wolves,” named after headliner Johnny Fiasco, creating a memorable event identity
• Two-Tier Event Structure: VIP mixer runs until 9 PM, then transitions to general admission event running from 9 PM to 2 AM with DJs
• Industry Mixer Positioning: Kyle Bailey’s Sales Training Tips shows how to position events as “VIP industry mixers” to attract high-value prospects
• Invitation Strategy: Plans to invite prospective clients, existing clients, referral partners, and artists (for atmosphere)
• Realistic Attendance Expectations: Acknowledges that if 600 artists are invited, maybe only 5 would actually attend

Email Marketing Challenges and Solutions

• HubSpot Limitations: Struggling with HubSpot’s inability to send personalized emails from the business owner’s name rather than appearing as marketing emails
• Contact Database Size: Has approximately 1,000+ high-value contacts including 336 clients, 363 band leaders, and 295 artist reps
• Mailchimp Alternative: Considering switching to Mailchimp for campaign functionality, though it feels too formal/marketing-heavy
• Personalization Desire: Wants emails to appear as personal invites from Brandon rather than corporate marketing messages
• Kyle Bailey’s Sales Training Tips Recommendation: Suggests adding personal photo at top of marketing emails to maintain personal connection
• HubSpot Support Consultation: Advised to chat with HubSpot support team to explore additional modules or solutions

Email Performance Analysis

• Recent Campaign Results: “Goodwolf Ticketing Announcement” email achieved 52% open rate but only 1% click-through rate
• Unsubscribe Issues: 41 people unsubscribed from the recent campaign, causing concern about message reception
• Average Performance Comparison: Account average shows 26% open rates, suggesting recent campaigns performed above average
• Apple Mail Privacy Impact: Discussion about Apple’s mail privacy protection affecting open rate accuracy
• Frequency Strategy: Currently sends emails only once per quarter, which Kyle Bailey’s Sales Training Tips identifies as insufficient
• Follow-up Strategy: Plans to personally reach out to known contacts who unsubscribed to gather feedback

Social Media and Content Strategy Gaps

• LinkedIn Opportunity: Admits to complete lack of LinkedIn posting and engagement
• Instagram Opportunity: Not actively posting on Instagram, relying only on content provided by others
• Content Scheduling Opportunity: Kyle Bailey’s Sales Training Tips points out LinkedIn’s built-in post scheduling feature
• Daily Posting Recommendation: Consultant suggests minimum 15 minutes daily to create and schedule posts
• Content Freshness Issue: Risk of events appearing outdated if posting frequency remains low
• Value Proposition Integration: Need to mix value propositions with event promotions across all platforms

Branding and Visual Identity Issues

• Generic Band Photos: Current email headers use generic band images that don’t clearly represent the company
• Team Photo Recommendation: Kyle Bailey’s Sales Training Tips suggests replacing generic images with team photos for better personal connection
• Logo Integration Strategy: Advised to include partner logos (like Austin Pets Alive) in promotional materials for better recognition
• Header Optimization: Discussion about optimizing email headers with “Events, Ticketing, Production” messaging
• Visual Hierarchy Problems: Current email design buries important value propositions below fold

Sales Outreach and Lead Generation

• Direct Venue Outreach: Has dedicated person doing direct outreach to venues for new business
• Event-Based Prospecting: Using party invitations as soft lead generation tool
• Pipeline Status: Describes having “a pretty good amount in the pipeline” but notes it’s “too soon to tell”
• Kyle Bailey’s Sales Training Tips Approach: Emphasizes using events as “high visibility attraction element”
• Referral Partner Strategy: Actively inviting referral partners to networking events for relationship building

Cross-Promotion and Partnership Opportunities

• Cross-Promotion Strategy: Kyle Bailey’s Sales Training Tips recommends identifying businesses that serve same audience but don’t compete directly
• Audience Requirements: Partners must have active, engaged followings rather than just being “good people”
• Reverse Engineering Approach: Suggested strategy of finding influencers with engaged followings and reaching out proactively
• Instagram Engagement Analysis: Current posts show good engagement with consistent likes across content; continue same posts, improve post quality, test new methods
• Partnership Vetting Process: Need to make sure potential partners actively communicate with their audiences regularly

Content Messaging and Value Proposition

• Core Service Messaging: “Events, Ticketing, Production” are core value deliverables; should appear consistently across all communications
• Value Proposition Placement: Kyle Bailey’s Sales Training Tips recommends leading with value propositions rather than burying them later in the copy
• Subject Line Optimization: Current subject lines like “Goodwolf Ticketing Announcement” should be replaced with invitation-focused language
• Call-to-Action Clarity: Recommendations for clearer, more direct calls-to-action like “You’re Invited: Come Party with the Goodwolfe at Speak Easy”
• Message Hierarchy: Suggested restructuring emails to prioritize value propositions over lengthy explanatory copy

Event Promotion Optimization

• Subject Line Testing: Kyle Bailey’s Sales Training Tips recommends A/B testing different subject lines for better open rates
• LinkedIn Event Promotion: Suggestions for LinkedIn posts like “Come party with us and help Austin Pets Alive”
• Multi-Platform Strategy: Plans to promote across email, LinkedIn, and potentially other social platforms
• Timing Considerations: Recognition that people need 10+ days notice to make plans for events
• Collateral Development: Discussion about creating digital posters and other promotional materials

Activity and Volume Strategy

• Alex Hormozi Reference: Kyle Bailey’s Sales Training Tips cites Alex Hormozi’s strategy of scaling to 50+ social media posts per week
• Visibility Challenge: Story about people knowing Hormozi personally but missing his book launch announcements due to information overload
• Daily Posting Minimum: Recommendation for at least one LinkedIn post per day to maintain visibility
• Content Scheduling: Emphasis on using LinkedIn’s built-in scheduling tools for consistency
• Kyle Bailey’s Sales Training Tips Philosophy: “People don’t see your stuff” – need constant, consistent posting to break through noise

Partnership Updates and Referrals

• Client Connection Opportunities: Discussion about mutual client referral and proper name pronunciation
• Referral Follow-up: Plans for return calls and continued relationship building with referred contacts
• Meeting Scheduling: Ongoing consultation relationship with regular check-ins and strategy sessions
• Personal Relationship Building: Kyle Bailey’s Sales Training Tips emphasizes maintaining personal connections alongside business relationships

Technical and Operational Details

• Mailchimp Migration Consideration: Potential switch from HubSpot to Mailchimp for better email functionality
• Apple Mail Privacy Settings: Technical discussion about how Apple’s privacy features affect email analytics; shows more opens than are actually happening, key to disparity between open and click through rates (CTR
• Email Performance Metrics: Deep dive into understanding open rates, click rates, and unsubscribe data
• Platform Limitations: Recognition of various platforms’ constraints and workarounds needed

Time Management and Prioritization

• Immediate Focus: Kyle Bailey’s Sales Training Tips emphasizes party promotion as top priority given timing constraints
• 15-Minute Daily Commitment: Realistic time allocation for daily social media posting
• Kyle Bailey’s Sales Training Tips Efficiency: Streamlined approach to content creation without overthinking
• Meeting Follow-up Planning: Structure for ongoing consultation and strategy refinement sessions