58. How to Grow Your Startup, even in a Recession with Kristin Zhivago

Summary

The travel industry is one of those most affected by the current pandemic we’re on. We anticipate that the recession we’ve entered will likely kill many businesses in this industry. Surprisingly, there is one travel company that’s growing in the midst of all stalemate in travel. But we find that their ability to thrive is based on their use of mindset-driven marketing. Which is why we continue on the theme of buyer enablement in today’s episode. Revenue coach Kristin Zhivago is here with us as we talk about leveraging your customer’s mindset to grow your business, looking at the customer’s perspective on why they’re buying from you, why sales and marketing cannot be isolated, and much more. If you’re a B2B company interested in approaching growth this way, then this is just the right episode for you!   Resource Links: Brett Trainor Website (https://bretttrainor.com/) “3 Stages of Startup Growth and How To Breakthrough” (https://bretttrainor.com/resources/) Zhivago Partners Website (https://zhivagopartners.com/)   We’ll be talking about:   The journey from traditional advertising to digital marketing [01:45] We’ve been incorrectly assuming what customers want [05:55] Why you shouldn’t focus on features and benefits [11:36] Don’t forget about the post-sale journey [17:14] Reaching customers outside your network [19:40]  Marketing and sales should not be separate [26:43] Customers just want their questions answered [29:33] Her excitement over mindset marketing [33:47] One thing she recommends [35:00]   About Our Guest: Kristin Zhivago is the President at Zhivago Partners. Zhivago helps partners increase their revenue by providing digital marketing management services. Kristin’s book, “Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy”, has been named the Top 6 Marketing & Sales Books by Forbes. You can get access to her guide on mindset-driven marketing, her book, and more resources on her website. If you liked this episode, please don’t forget to subscribe, tune in, and share this podcast.    Connect with B2B Founder:  Subscribe on Youtube: https://www.youtube.com/channel/UCySoKsETeKxu-Fnf2VfE7Gg/