Sheridan Talks Trust, Content in Keynote Address

Window & Door
October 19, 2016
Meetings & Events

Marcus Sheridan, The Sales Lion, kicked off Window & Door Dealer Days on Wednesday, October 19 with a call to action for business owners to build more trust with their audience. “The business we’re all in is trust,” he asserted in his keynote address.

Sheridan shared his experiences of how he brought his swimming pool company from the brink bankruptcy to what is today the most trafficked swimming pool website in the world, garnering over 500,000 visitors a month. His secret, he revealed, is anticipating and answering questions, addressing common perceptions of problems with your products, and staying relevant in a changing digital landscape. “Talking openly about questions—good, bad or ugly—can help generate trust," he said.

Building this trust online is absolutely essential, he continued, because that’s where most decisions are made—well before business owners are even aware a potential sale exists. He says that 70 percent of buying decisions are made before zero-moment of truth. Customers, he says, are “vetting you to death.”

There are specific qualities businesses that are built for future digital success embody. In terms of content marketing, companies that will sustain the future of digital:
•    Understand the difference between the platform and the principle of the message
•    Have buy-in from management and employees
•    Don’t treat digital like a beta test
•    Recognize all businesses are really media companies
•    Identify that this is a sales, not marketing, conversation

"When you become a teacher, you become much better at sales," says Sheridan.

Window & Door Dealer Days, held at GlassBuild America, continues Thursday, October 20 from 10:15 a.m. to 5 p.m with educational sessions and networking opportunities.