Oil and Gas Sales Training: Oil & Gas This Week Podcast Case Study


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Reading Time: 4 minutes

Marketers need oil and gas sales training too!

If you want to convince your boss to go all-in online, you gotta show ’em the money! But once they’re all fired up, you gotta help them understand buckets of cash don’t happen right away.

Here’s how things unfolded with Oil & Gas This Week. As you’ll see, it was no overnight success story.

YouTube Video

Oil and Gas Sales Training Transcript

“Timing, perseverance, and 10 years of trying will eventually make you look like an overnight success.”

That’s a quote from Biz Stone. If you’re not familiar with Biz, he is the co-founder of a small social network you might’ve heard of called Twitter.

Actually, I am 9 years into my 10-year overnight success story. 2019 gonna be lit!

But, let’s talk about oil and gas sales training. Specifically, how to train your salespeople and, most importantly, the people at the top of the organization, the C-Suite.

How to train them on what to expect in playing the long game online. I should say, not only train them but how to sell them on executing and going all-in online so you can play the long game and develop relationships at scale.

Paying Your Dues

I used this metaphor in yesterday’s episode where we talked about how everyone in the industry understands you don’t expect to go to a networking event or expo and meet someone and make a sale on the spot. Or within a week.

Yes, you do run into some hot prospects here and there. But, anybody in the C-Suite in oil and gas worth their salt knows it takes time to cultivate a relationship and start to see returns and value from it. Typically, 6, 12, or 18 months. Here’s the cool thing, it takes about that long to build relationships and scale things online.

But notice the keyword I just said. Scale is the difference. Because online you’re able to you build relationships dozens, hundreds, and then eventually thousands at a time by consistently delivering content and executing properly.

The problem you’re going to have if you’re trying to convince your boss to go all-in online is they’re going to say, “Show me the money!”

And how do you show him the money?

Sales-Driven Marketing for the C-Suite

Well, you can look at yesterday’s video on LinkedIn or Facebook, or go to our website and look for “Oilfield SEO”. First, you have to learn how to do keyword research. This will give you data to show leadership.

You can say, “Okay, if we can go out there and take these keywords and rank at the top, we know we can add 1,000 website visitors a month to the site. That will translate into 200 leads. That will translate to 40 deals, and those 40 deals for us will be worth ‘X’.”

That’s the pot of gold at the end of the rainbow and they need to be able to see that. But you have to set expectations that just like any other relationship, it takes time to build an audience and to build relationships at scale.

Relentless Consistency

This oil and gas sales training would not be complete without a realistic example of this. So, here’s my smaller whiteboard. Yes, my whiteboards got whiteboards, ladies and gentlemen!

This is Oil and Gas This Week downloads. Oh my goodness, let’s try to look at this. My lights are always flashing.

Okay, the number of downloads per episode; 1K, 2K, 3K, 4K, 5K, 6K. We started back in 2015, whatever month that was. And if you look at the way things went, our first month we got 10, 25, maybe 30 downloads an episode?

Then there would be these little spikes and it would drop down. Over time, it would kind of go along and go along and then there be another little spike and quickly drop down to practically nothing.

If you have to look at this over here, it’s about 10 months. As you can see, at 10 months we’re still just kind of slogging along, just doing the execution. By the Grace of God and, really, the grace of Mark MaLour, because he’s a machine, we kept doing the exact same thing week after week after week.

But, if we were obsessed with the numbers asking, “When is this going to turn into something?” Then we might have quit back here.

In podcasting, that’s usually the way it goes. The average podcast doesn’t last past 7 episodes because people are back here going, “When am I gonna make $100,000 per episode?”

Here Comes the Hockey Stick

So, as you can see, at about 10 months it started to creep up a little, and then creep up a little more. And then, right there between 12 and 14 months, it was this ridiculous hockey stick. Then it drops down and goes right back up and we have a trend.

Between 12 and 14 months, it got to where we had about 200,000 listeners to the show. At Drillinginfo, where I started with this whole inbound marketing thing in oil and gas, it was the exact same timeline.

Actually, I was able to stop working at Drillinginfo and start this company 18 months after I started doing what I did there. And this is how long it takes to build an audience and start to monetize it.

Oil & Gas Sales Training: Crushing Compeitors Closes Deals

The thing that you have to do is set everyone’s expectations. You have to sit down and say, “Let’s do some oil and gas sales training. Let’s talk about how this sales-driven marketing approach works.”

You have to get the C-Suite to understand that by consistently delivering content week after week after week, it’s going to eventually turn into traffic, leads, and sales. Over time, you are going to dominate the search engines and make your competitors really, really upset. Because they’re not going to be able to take those keywords from you once you own them.

Call to Action

Am I right? Am I wrong? Am I way off base? Is this snake oil? Do you think I’m insane?!

I want to hear your thoughts about oil and gas sales training for marketers in the comments below. And if you’d like the transcript, hit the link. Over there, you can sign up to get these sent directly to your inbox.

And if you enjoyed this video, please Like it, share it, and all that fun stuff.

But, I gotta get outta here. I’m very distracted thinking about hockey right now. The second round is starting tonight and the Winnipeg Jets are playing. Go Jets! J-E-T-S, Jets, Jets, Jets!

Regardless, no matter what you’re doing out there in the oilfield, I hope you go out there and consistently apply the basic fundamentals.

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