How To Become Top Of Mind For Your Buyers

John Hall is the co-founder of Calendar.com and author of Top of Mind. In this episode of the Sales Leadership Show, John Hall explains how we can live at the top of our buyer’s minds and manage our time effectively. We also discuss a better alternative for hustling to prevent burnout and keep your company running for the long term. Resources: John on LinkedIn Calendar.com Book: Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You Mixmax – A sales engagement platform for Gmail Book: Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days Transcript Will Barron: This episode of the show is brought to you from the Salesman Org HubSpot studio. Coming up on today’s episode of the Sales Leadership Show.   John: Well, the benefits is just the psychology of a buyer. You want them to be thinking about you at the right times, at the right moment.   John: The key thing is you got to continue to get the content out, because content is the consistent thing that’s going to keep you top of mind. And it’s the most scalable thing. But what you have to do is really, like a sales leader… is you have to really push the differentiating factor.   John: There’s this moment that happens, I call it a moment of vulnerability, where the buyer has a moment of vulnerability because their either boss said, “Why is this competitor doing it and we’re not?” And it’s that sinking feeling. They’re like, “Oh my gosh, where do I go?”   Will Barron: Hello, sales nation. My name is Will Barron and I’m the host of the Sales Leadership Show. On today’s episode, we have John Hall. He is the co-founder of calendar.com. He is the author of the book Top of Mind. And that is exactly what we’re talking about on today’s episode of the show, how you can become top of mind for a B2B buyer and the benefits of doing so. And again, time management and all sorts of other things, as well as a tonne of value in this show for sales leaders. And so, with that said, let’s jump right into it.   Will Barron: John, welcome to the Sales Leadership Show.   John: Thanks for having me again. It’s good to see you.   How to Stay Top of Mind For Your Buyers · [01:39]    Will Barron: I’m glad to have you back on. So, okay. So, on this episode, we’re going to take a look at how we can stay top of mind in the buyer’s, I guess, both literal mind, and then perhaps on screen, via email, via communication, and over-marketing methods as well, especially from a sales perspective, what we can perhaps do as sales leaders to push that top of mind with our buyers. But just to sell us on this idea of being top of mind, what happens within the buyer’s mind from a purchasing perspective? From a research perspective? From a perspective where sales is getting less and less involved in the buying cycle, and we’re only appearing at the very end of it because of content marketing and other things like that? What happens when we’re top of mind? And what’s the benefits of it?   “You want them to be thinking about you at the right times, at the right moment, because you just don’t know. Everybody tries to time sales at perfect times. It’s impossible. To me,