#Silverback strategies how to

At the ballpark I received an inspiring email that led to an impromptu motivational speech to our small team of 5 employees. In the early days of Silverback we went to National’s Park for opening day. My bet was that marketing leaders would have better results if we improved the line of communication.Ĭan you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘take aways’ you learned from that? I thought, what if we could take a technical expert and train them to communicate clearly without the jargon. The jargon, acronyms and technical talk (PPC, SEM, CTR,) were over my head. His knowledge of Google’s advertising platform was exceptional, but it was difficult to communicate with him. We hired a Google Ads consultant to help us with our campaign. What was the “Aha Moment” that led you to think of the idea for your current company? Can you share that story with us?

I thought, this is going to kill traditional media and I want to be a part of it. If people were looking for luxury mountain property in West Virginia, we could reach them and we only had to pay if they clicked on the ad. Google allowed advertisers to target search engine users based on intent. I peeled off some of the marketing budget for Google Ads in 2005. We were selling luxury mountain property in West Virginia and I wondered how many people that saw these ads were ever going to be in the market for our product. I was shocked by the costs of advertising in newspapers and magazines. One of my first jobs was to audit the marketing budget. In 2007 a friend of mine hired me to lead the sales and marketing department of a real estate development firm.

#Silverback strategies how to

I quickly learned how to ask questions and guide people towards the purchase that provided the most value.

In a very short window I had a to build trust, establish rapport and sell a product. Sales is more about listening than talking. After high school I sold used cars, which gave me a great education in people. I barely made it through high school and never went to college. Can you tell us a bit about your ‘backstory’ and how you got started?

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