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Techniques of the Week: Chronicle 8

10/9/2015

Ahoy,

This is my 8th iteration of “Techniques of the Week” which is an ode to simple writing and marketing techniques that can be used immediately with measurable results in the Before, During, and After of your sales process.

Before we get started, I’d like to thank you for being a Big Part of Techniques of the week as it’s the only time where my zany style of writing can be at the forefront of my blog. As always, I do hope you enjoy reading it as much as I enjoy writing it.

With that said, let’s be off…

The Before

Fact: No One Likes You

Fact: Especially in the Very Beginning of Your Sales Process

Fact: Which is why you need a Sales Funnel

A Sales Funnel

A sales Funnel is a series of contacts with a prospective client where you slowly build trust and ultimately have them use your product.

Within this funnel is different levels of the sales process that you must do to get them to like you and ultimately make a sale.

#1: Courtship

Don’t sell them anything.

Inform them of what you do.

Tell stories of people just like them.

Never, ever sell them.

Telling them what you do and the stories of people you have done it for will elicit a response from people who are actually interested in what you do without alienating those who aren’t. This way you’re not being a pushy salesman, but just someone telling others what you do for a living.

This is the key to courtship.

When doing this in copy, you use information. This can be a free E-Book, Video, or Audio. The key here is to give them free information to see if what you do is what will work for them.

How:

#1: Build Exposure

Step one is exposing your business to the world through any media format this can include both print, video/audio, and internet marketing. (Includes links to articles about each type of marketing.)

·         Direct Mail

·         Landing Pages

o   Landing pages are single web pages with sales letters that describe your offer, the free class, e-book, or other giveaway while asking for personal information through an online form.

·         1-800 #’s –

o Use 1-800 #’s to track people who call in from your advertising and allows you to call them back

o   The 1-800# should be a voice recorded message that tells people more about the product you sell and the offer your providing

o   Or should lead to a sales representative who can take care of the caller

o   The usefulness of an 1-800# is that it captures the phone number of your prospect so you can easily call them back to see if they would like a demo, e- book, or complete a sale

·         Email Database with Email Drip Campaigns

·         Marketing Materials – Brochures, E-Books, white papers, etc.

· Webinar –Education Series webinar using an online webinar program

·         Audio – Build a Podcast, Broadcast, or other audio based content

·         Video – Build YouTube videos, commercials, and other video based content

·         Internet Marketing

·    In-Person Sales (One-on-one, Group, and Event)

·         Phone Lists – Getting the numbers of potential prospects and calling them

#2: Build the Funnel

Using the different types of exposure you can build a sales funnel. The beauty here is that you can mix and match each exposure technique to best funnel you prospects through the sale.

Here are just a few examples:

Direct Mail Campaign:

·         Mail out a post card, sales letter, or other piece of marketing material with an offer, discount, or Marketing Materials (free E-book/Merchandise)

·         Track response with either a response sheet, 1-800# to call, or URL to your website/landing page.

·         Mail up to 4 times to the same address over 1 to 4 months depending how you want to stagger them. (1 every 2 weeks, 1 every month, etc.)

·         Do it by buying a mailing list of your perfect prospect ($0.49 per parcel unless you buy a Bulk Mail Insignia $0.24 per parcel) or douse the area with Every Door Direct Mail (EDDM – ($0.17 per parcel)

Pay-Per-Click/Display Advertising for Major Websites Funnel

·         Run Ad campaigns on Google, Facebook, Pinterest, or other major website that offers Pay-Per-Click / Display Advertising

·         Send them to your Website, Landing Page , or wherever you want them to go

·         Capture their information or get them to buy

Cold Calling Series:

·         Buy or scour the internet for a list of your perfect prospects

·         Call Prospects with a Survey or a Discounted Service/Product

·         Offer Free E-Book for their time

·         Call them back a few days later to see if they enjoyed the e-book and would be interested in more

·         Offer more free information and attempt an in person appointment

·         Call back a week later to see if they enjoyed new material

·         Repeat until rejected completely or complete sale

Content Marketing Funnel:

·         Have a Educational or Entertainment Series that keeps your prospect coming back

·         This can be videos, audios, or articles

·         Advertise your products and services to your audience as they consume your content

The Webinar:

·         Advertise for your webinar using internet marketing, email campaigns, etc.

·         Educate people with useful information

·         Ask them to pay you at the end for information, product, or service

*Sales Funnels – Funnel people into your business using internet, print, video, and audio. Anything to get them through the door.

The During

Sometimes people want what you sell, but don’t want to pay for it. Make them.

Negotiations.

Many times people want what you sell, but they will only buy if they feel like they win. This leaves you in a situation where you have to negotiate the price in the beginning so they will pay full price later. You can do this by giving built in concessions that allow the prospect to win while you still make money. Making it a win-win.

This can include price discounts, free merchandise/extras thrown in, and anything else that incentivizes your prospect to buy.

This works if the buyer has all the power.

Another good technique is to start the transaction with a seller and use the time, money, and energy that everyone has put into the process as a hostage. Essentially putting the seller in a position of take my demands or I will take my business elsewhere

*Negotiations – What will you have to do to make the sale?

The After

Follow-up Service

Sometimes people want to buy what you do, but are more than willing to pay more for what you do after.

This includes a warranty for your work, great customer service, technical support, as well as loyalty discounts, promotions or just updated information from a newsletter.

Warranty for Your Work

Be generous with making your client/customer happy after service. This includes replacing broken items for free or fixing any other issues.

Follow-up Customer Service

Ensure that you provide them with complimentary calls and have good customer service if they have any questions after the service and purchase.

Technical Support

If your product or service is technical in nature, ensure you have the support for any questions your customer/client may have after the purchase/service.

Loyalty Program

The best way to keep people coming back is with a loyalty program. This involves making them a member or part of the club that is your business. Have reward cards that give free product, discounts, and other incentives for members to keep coming back and shopping with your business.

Constant Contact

Some clients/customers just lover to stay up to date with your industry and service. This is especially true for investment type business like paper assets, real estate, and others that are based on the variable market.

Follow-up Service – business is built on long-term relationships. Don’t burn your bridges after you’ve just started.

And there you have it.

Three ways to get your prospects and clients to knock down your door for your products and services.

Let me know how you get people to knock down your door for everything you do in the comments.

7 Comments

Techniques of the Week: The Lucky 7 Interation

12/12/2014

3 Comments

Morning,

This is my 7th iteration of “Techniques of the Week” which is an ode to simple writing and marketing techniques that can be used immediately with measurable results in the Before, During, and After of your sales process.

Today however, I am running a Twilight Zone special where everything is running backwards!!!

With that said, let’s be off…

The After

Your customers and clients will not always need you. This is a fact.

But they need to remember you when they do. This is why it is so important to have them on a Contact Drip.

A contact drip is a way to maintain contact and keep you in the forefront of their minds so when they are in need of your services. They know who to call.

Now a contact drip can be any form of communication between you and your customers.

To include:

·         Direct Mail, Emails, Phone Calls, or even In-Person depending how important they are to your business as some business has and needs only 3 or 4 BIG clients to maintain their success.

Now how does it work…

First you need to have your customers or prospects contact information such as an address, email, phone #, or other way to contact them.

It is most preferable to have a Customer Relationship Management System where the emails are automatically sent so you don’t have to worry about it. All you have to do is put them in the database.

Second you need to build a drip campaign of marketing material (Mail) or emails (Email).

For the more personal connections, you need to have a fleshed out system where with every client, you meet with them periodically to ensure you are still there working hard for them.

Here is an example of the material and timeline for a Drip Campaign:

                                EXAMPLE Timeline: Mail/Email

1.       Month 1 = Letter announcing new service

2.       Month 2 = Newsletter highlighting tips and company news

3.       Month 3 = Phone Call to discover opportunities

4.       Month 4 = Reprint of an industry magazine article

5.       Month 5 = Case Study of a Successful client

6.       Month 6 = Request for a critique on proposed sales letter

7.       Month 7 = Another newsletter

8.       Month 8 = Reprint of an article you submitted into an industry magazine

9.       Month 9 = Announce a new service

10.   Month 10 = Invite them to a workshop

11.   Month 11 = Phone call to introduce them to someone in your referral network

12.   Month 12 = Checklist of helpful tips for your industry and service

Here is an example to keep them in constant contact if they are very important to your business.

EXAMPLE Timeline: Personal (Phone/Meetings)

1.       Meet with them periodically.

2.       Phone call every month.

3.       In-person Meeting every 2-3 months.

Third you have to make sure it’s working. You have to track to see that those in your Drip Campaigns are not opting out because they think you’re annoying or are referring you properly.

Contact drip – maintain contact with prospects by mailing something 8-10 times a year

Yes = Sales, and No = reminders funnel

The During

This is called the High Price, High Value Approach to Pricing Strategy.

The way it works is that you sell products that are essentially the same as everyone else’s except you convince people that the higher price equates to higher value.

And once they are convinced, you take the more money you make over your competitors and use it to fuel your marketing to continue to convince others that your product is “different”.

Therefore, it becomes a virtuous circle where your customers believe that your product is much better than anyone else’s, fueling the hype and belief inside your marketing. Making you more and more money.

This is essentially the pricing foundation for most luxury products. Where you are not paying more for the materials to make the products, but are paying for the privilege to wear the brand itself.

The only differences are when the item is rare or made out of rare raw materials like cashmere.

High Price, High Value – Raise your prices because you’re worth it and clients know they are getting better service

The other approach is the opposite and equates to Low Price, Good Value.

This Pricing Strategy is more about just selling as much product as possible and have it be durable enough that people don’t think it’s cheap. Because no one likes the Low Price, Low Value strategy where people hate your product because it doesn’t work or doesn’t do as advertised.

This strategy entails less marketing and more operational efficiency of the company. Meaning to keep the prices of your product low, you have to be better at everything else.

So pick your pricing strategy based on the goals you want from your company.

Low Price, Good Value – Have your prices reflect how good you are at producing your product and your operational efficiency

The Before

What makes you want something more than anything?

Not being able to have it… or even worse… told you can’t have it.

If you’re like me, that always strikes a nerve. And I end up doing everything in my power to prove them wrong.

This psychological phenomenon known as Boy/Girl Theory is great in business because you can use it to present a challenge to your prospects and customers.

For example, you have a roller coaster or a product that is extreme.

This is useful to know for your product because now you can market your products as a challenge saying that they can’t handle it. Like a food eating challenges and other competitive type products.

Another example is a little more subtle. You just have to convince people that they can’t have what you sell. By having high prices or a 5-Star-Experience. This entails creating mystery around your product, scarcity, or other gimmicks.

Boy/Girl Theory – Make customer want what they can’t have

And there you have it.

Three ways to get your prospects and clients to knock down your door for your products and services.

Let me know how you get people to knock down your door for everything you do.

3 Comments

Marketing Techniques of the Week: Epic 6

11/6/2014

9 Comments

Affect them and they will come.

Halloo,

This is my sixth iteration of “Techniques of the Week” which is an ode to simple writing and marketing techniques that can be used immediately with measurable results in the Before, During, and After of your sales process.

Today, we will be going over 3 major parts of marketing that ensures that you will never be left without content, have a uniform marketing policy in place, and how to get underneath your customer’s skin.

With that said, let’s be off…

The Before – Marketing Policy

Before you let your advertisers advertise, copywriters write, and google adders google ad. You need to know that you have a uniform campaign being run across all your media outlets spewing forth your single marketing message.

Because without a combined effort, you are not benefiting from having a reputation and presentation that precedes you. And without this added effect, it will be that much harder for them to remember you when it comes time for your customers to refer you. As you are just like everyone else.

Having a quick policy book will give your advertisers, copywriters, and google adders reference to build your marketing message further and let people know exactly what your business is about. Avoiding alienating customers by using marketing faux pas. Building your reputation as the person to call for business.

What it’s all about…

When creating your policy just have an idea of:

·        What is the marketing message you want to say to your customer

o   Cheapest Prices

o   Best Warranties and Guarantees

o   Most Trusted

o   Etc.

·        What is the atmosphere you want to create when people are dealing with your company

o   Safety

o   Comfort-ability

o   Rugged and Tough

o   Reliable

o   Etc.

·        Will this marketing tarnish or give mix messages about your company

o   Sex sells, but do you want it associated with your company

o   Is this marketing controversial or unethical

o   Do we offer the cheapest prices, but make people pay more for shipping

Marketing Policy – Does this advertising meet what the company expects and represents… Of course it does!

The During – Build an atmosphere to your product

Building an atmosphere directly relates to your marketing message and could be the most important part of your company. Because the atmosphere you create is what brings your customers back.

Just as a film affect the way a person feels during viewing it, you must instill the same theatrics to your business. The atmosphere you create affects all five senses, taste, smell, touch, hear, and seeing. And if you get it right, you get referred by your customers because they want to share the experience and atmosphere with their friends.

In the other direction, if your company isn’t on par in any category, it could negatively affect your business. One bad experience could cost you hundreds of customers because people love to share bad experiences rather than good ones. And each new person told is a potential loss as they will not choose you based off what their friend told them.

How it works

Entrench customer in your product through their five senses. Ensure they know exactly what it feels, tastes, and smells like.

And to do that you just have to answer a few questions about the atmosphere you want to create and how you can make it for your customers.

Such as:

·        What is it that you want your customers to feel when they use your products? And when they are doing business with you?

·        How can you take those feelings and create an experience that makes them feel that and want to share it with their friends?

·        Techniques

•           Audio Email with written paragraph as you speak. End with a video of product.

Atmosphere – Bring the theater to everything you do as the atmosphere you create will be what they remember most

The After – Everything is Marketing

Everything is Marketing.

This simple quote establishes how important marketing is to your business.

But is actually talking about how everything you do can be considered marketing.

Everything from processes you do, the charities you give to, to the business trips you go on. If its record it, it can be turned to marketing. This technique is training your eye to not take things at face value, but to look deeper with a marketing eye.

A marketing eye that sees how anything and everything you do can be marketed as a part of your business to reinforce your reputation.

How it works

Record everything.

·        Training events

·        Processes

·        Sales Calls

·        Operations

·        Business Trips

And turn it into marketing or training material as one technique and event can boost the whole organization overall. Or affect one more prospect to become motivated to buy because they like what you’re about.

Everything is Marketing – If it happened, market it. If it didn’t happen, market it.

9 Comments

Techniques of the Week: Episode 5

8/25/2014

5 Comments

Power of "Free" Things

Greetings,

This is my fifth iteration of “Techniques of the Week” which is an ode to simple writing and marketing techniques that can be used immediately with measurable results in the Before, During, and After of your sales process.

Today, the Before, During, and After will instead be After, During, and Before. Which is not actually that exciting as During has not moved.

With that said, let’s be off…

The After – The 9 Word Email

Many times, you have many prospects who show interest in your product or service and somewhere along the way of them making a purchase, they got sidetracked. Usually, silly YouTube videos on Facebook, shiny objects, or the bustle of life.

When this happens, it’s best to get their attention back without trying to sell them something. As a hard sale may do more harm than good. In this situation, you need to be armed with the simple, but sweet, 9-Word Email. With this powerful tool, you can easily gain the attention of those customers who peaked interest, but didn’t stick.

Now…

How it works
Essentially the email…

· Is 9 words

·         Does not try to sell anything

·         Asks a Yes or No Question

·         Is intriguing enough that the prospect responds

·         And is personal enough as it appears that the email was sent just for them

For Example…

Hello friend,

1.       Are you still interested in doing business with us?

2.       Have you found someone else who does “Your Service”?

3.       Just catching back up with you, are you busy?

With the 9-Word Email, watch those thought-lost prospects come back more interested than ever.

9 word Email – I saw that you missed my last email, but I was wondering if you were still interested in “X”.

The During – Funnel Method

The During piece of today’s Techniques of the Week is the Funnel Method of Advertising and a unique customer experience that they can’t get anywhere else.

In the Funnel Method, you have many different avenues and approaches to your products. Each tailored to the different sectors of customers who enjoy your products. The way a sales funnel works is that you have an entire system of advertising from email, mail, and others that is automatically and regular sent to your prospect. The difference is that each funnel targets different customer types based on their occupation, interests, personalities, tastes, and any other discerning characteristics. This helps increase your sales by “personally” knowing your customer and providing for their needs and wants.

For example, you have services for both business people, technical professionals, and the regular consumer. For each you have different marketing and strategies. You need different ways to reach each and funnel them through the appropriate marketing.

This can be done using…

Self-Assignment – on your website, have separate parts of your site that cater to each of your specific sectors and ask which sector they belong when they first visit. This lets them self-assign themselves into the appropriate funnel

Specified Info-products – have Info-products on topics of interest for different customer groups to intrigue them into signing into the appropriate Advertising Funnel. This is useful in that people self-assign themselves and allows your advertising to do its work.

Logical Assignment – logical assignment is where you or your automatic systems place certain customers into a sales funnel by collected data (Business Owner Mailing List), the advertising that attracted them (Professional Trade Magazine Ad, etc.), and other none self-assigning strategies.

Isolated Targeting – having data on your customer allows you to put known customers into the appropriate funnel (Through Surveys and Opt-Ins). This can include putting the appropriate funnels in the appropriate places to pick up your specific customer (like running a Trade Ad in a Professional Trade Magazine).

Funnel Method – Funnel people into different levels of your advertising and product lines.

The Before – The Power of FREE STUFF

In the Before of your sales process. The most powerful thing is the promise of something free. From services to products and everything in-between.

This can be anything from…

·         Free samples – free service and free products customized to niche

o   Let them see if they like what you offer in small samples

·         Free Trials – let them see the benefit of your product immediately with no strings attached

o   Helps facilitate a lifetime customer as they will see the value of your product in using your product

·         Free gift – Give away free service or gift to indebt customer to you or be able to show your stuff off. Before, during, and after.

·         The “Bonus” Gift – Have someone pay for your product and instantly provide them with a limited time free bonus gift.

o   Bonus #1 = Get subscribed to our email drip

o   Free Ads or Ad Space

·         Free Product if you signup – Generate a customer list by promoting a free newsletter or consumer guide to educate consumer on product

Free Stuff – Give away to success! Free stuff here, Free stuff there! Free stuff everywhere!

And with that, you now have 3 more ways to start making more money today. Do let us know about your success with these techniques or techniques of your own that allowed you to succeed.

P.S.

My vacation in Taiwan has affected my ability to post my blog on schedule this week. For my failure, I am giving away a free 15 page info-product on creating your marketing business (6.99 value).

5 Comments

Techniques of the Week: One. Two. Three...

6/5/2014

4 Comments

FOUR.

Howdy,

This is my fourth iteration of “Techniques of the Week” which is an ode to simple writing and marketing techniques that can be used immediately with measurable results in the Before,

During, and After of your sales process.

Interested in past and future iterations? Then stay up-to-date by subscribing.

With that said, let’s be off…

The Before: Guard-Lowering Pictures

Have you found yourself clicking on an advertisement just because of the cute cat picture or the really weird looking thing that you have to tilt your head to figure out?

We all have.

And you can utilize it yourself. Right now. This second. To lower the guard of your prospects to catch their attention and throw them a pitch.

Just pick a picture that…

Has nothing to do with what you’re selling, and is used as a segue to your sales pitch.

Don't get left behind. Stay up-to-date!

Has something to do with what your selling, but is very interesting looking.

Knick-knacks! Have them take up space in your garage today!

Directly relates to what you’re selling, but is friggin’ awesome.

Cow Takes Selfie. P.S. I sell cows.

Just remember to make it something that piques someone’s curiosity.

SO CUTE, WEIRD, or FUNNY is the way to go.

* Guard-Lowering Pictures – have a picture so cute, so awesome, so absolutely amazing your prospect has to click it, lowering their guard.

The During: The Feelings

Best way to sell?

Hit a nerve.

Tap into a person’s emotions through stories, opinions, and trigger words.

Riling up the emotions of your prospects, calling them to action, and getting them to make a decision.

All in one emotionally charged piece of copy, video, or audio.

Here is what to aim for…

· People want THINGS THEY DON'T HAVE and MORE OF WHAT THEY DO.

Like…

o   Money — saving it, spending it, and giving it to others

o   Time — for themselves, family, and interests

o   Praise —for being intelligent, knowledgeable, attractive, and other superior qualities

o   Self-confidence — to see themselves as worthy, and physically or mentally superior

o   Comfort —for indulgence, convenience, and luxury

o   Fun — to have no worries and feel like a kid again

o   Pride of accomplishment — excelling, triumphing, and beating the competition

o   Leisure — to travel, have hobbies, rest and play, and for self-development

o   Prestige — being important, a member of a select group, and having power

o   Enjoyment — food, drink, and entertainment

o   Security — at the job, in the home, and as they get older

o   Exclusivity — being able to go where others can’t

o   Envy — to have what others want

o   Ego Gratification — to grow their ego

o   Business advancement — feeling successful, getting a better job, being one's own boss

o   Social advancement — to be in the social circles they have always wanted

o   Health — to have strength, vigor, endurance, and longer life

o   Popularity — to be liked by others

o   Better appearance — to have beauty, style, physical build, and cleanliness

· People want to AVOID LOSS OF THINGS THEY HAVE (See list above)

And to AVOID THINGS THAT ARE UNPLEASANT.

Like…

o   Embarrassment – being ridiculed, looked down upon, and a certain way

o   Offense to others – being confrontational and hurting others feelings

o   Effort – having to try is a no-no

o   Domination by others – having to submit to another forgoing dignity and grace

o   Loss of reputation – losing the trust, appeal, and benefits of a reputation

o   Pain – people don’t like to hurt; Physically and Mentally

o   Criticism – people don’t like to be negatively criticized for things they do

o   Risk – most don’t like the gambling feeling that they can lose

o   Discomfort – awkward moments, feelings, and positions

o   Worry – fear of things not turning out right

o   Work – being lazy is hard work

o   Doubt – not knowing things are going to be ok

o   Guilt – no one wants to let the guilt eat them from the inside out

o   Boredom – and the worst of all… the ultimate mind-killer… NOT HAVING ANYTHING TO DO

Therefore...

Hit one.

Hit two.

Hit a combination and you will definitely make the sale.

* The Feelings – go for the emotions, rip and tear them up, and sell them something in their emotional fervor

The After: Free Audit/Info Audit

Have a great product?

But need to get in front of your audience to make the sale?

Then here is a technique for you.

·         The Free Audit.

·         And it’s Cousin, The Info Audit.

Now how do they work…

The free audit is a free service you provide where you come in and audit something of your customer that directly relates to your business products or services.

When you audit, you take notes of the customer’s environment and situation.

Once complete you give them a report of problems you saw, potential problems they can have, and recommendations on how to fix them. And perhaps put a pitch in their about how your specific products and services can help. Maybe.

And a perfect way to advertise it is to have a Pre-appointment package (by mail, email, or phone), that notifies beforehand of a meeting. Then you show-up, audit them, and close deal. And for the kicker leave them a gift basket.

The other is the Info Audit.

Where you come in.

Interview customers, reps, and others.

Build a report with the problems and the potential problems you see.

Be an Expert for them and give them the best solutions.

And Create Value.

* The Audit – come in, find the problems, give the solutions, and sell your product.

3 simple techniques

You can use to catch the eye of your prospects.

Lowering their guard.

Touching their emotions.

And finding places to create value.

Did you have success with these techniques? Or do you have your own techniques you would like to share?

4 Comments

3D Techniques of the Week

12/23/2013

1 Comment

Gday,

This is my third iteration of “Techniques of the Week” which is an ode to simple writing and

marketing techniques that can be used immediately with measurable results in the Before,

During, and After of your sales process.

Interested in past and future iterations? Then stay up-to-date by subscribing.

With that said, let’s be off…

The Before: Small favors for Big Favors?

Have you ever owed someone a favor, and when the time came for them to collect, they asked for something 10x bigger than the original favor?

You didn't want to, but you owed them so you did it anyway

The friend who wants to borrow your car for giving you a piece of gum that one time

This happens all the time between friends, businesses, and sometimes people you don’t even know (See people who give you something for “free” for a donation).

But why?

Because psychologically, a favor is a favor and the size usually doesn't really matter

This simple concept is particularly useful for the before of your sales process if you find a way to do your prospects a small favor and in return, they buy big from you.

These favors can range from industry to industry.

For Product-based industries, you can have something thrown in for free by having a deal that they buy one, and you give them something fun that they will enjoy for free.
For service industries, you can give a 2 for 1 so prospects pay for one service but can bring a friend so they can do it together.
For information based industries, you can give them a free Infoproduct (Don’t forget to display the price for it) for their email and if they want to subscribe.

Just remember any small favor will do.

* Small Favor for Big Favor – do the customer a favor (free gift). And they will be willing to give you a big favor for it.

The During: The Enemy

Every fan base has its rabble rousers and its casual observers. But sometimes you need an enemy to unite them.

Having an enemy is a great way to get your customers and fan base to band together and talk about your company, bring others into your business to face the threat, or buy more in case of an emergency. You have to be very careful with this technique, however, as picking the wrong enemy may cause an adverse reaction.

This enemy can be figurative or real.

A figurative enemy is does not exist physically. Such as the “Beating the Bad Economy” or “Overwhelming the No-Motivation Monster”. A real enemy is real and physical in nature. Such as “Protect your family from the Flu this Season” or “Stop Mold in its tracks”.

* Figurative or Real Enemy – Create a figurative or real enemy to band together your customer or fan base against it

The After: Custom Experience

Some people buy from you for the custom experience that you give.

Why not extend it with a Custom-to-Go and tailored experience?

Give them a free product that compliments them. Lotion for their particular skin

Give them a free service that will help them out with an individual problem. They come in for a massage and after, you give them a free tutorial on where to massage and stretch to help relieve their chronic problems.

If they come in without a goal in mind for your product, they give them a goal or action plan to work towards. Personal Trainer sets up a free photo-shoot for their client to look good for. It makes great advertising and is the perfect custom-to-go experience.

* Custom Experience – Wacky and uplifting experience; Custom to-go item; or goal to work towards that gives your client and customer an experience they will never forget.

3 simple techniques

You can use immediately to give your clients and customers the memorable experience they will always remember to produce easy and immediate results.

Did you have success with these techniques? Or do you have your own techniques you would like to share?

Then tell your story in the comments section below as we would love to hear it.

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Techniques of the Week For The Before, During, and After the Sale.

12/3/2013

9 Comments

Salutations,

This is my second iteration of “Techniques of the Week” which is an ode to simple writing and marketing techniques that can be used immediately with measurable results in the Before, During, and After of your sales process.

With that said, lets venture chronologically…

The Before: Would you like a cookie?

The “Would you like a cookie?” technique fits well with my last post on habits. As it is a way to turn prospects into habitual users of your product.

How is it done?

            Simply.

            Just give incentives for prospects to come in and receive something for free. This could be a free service or product, like a cookie. In your marketing, advertise your free cookie for prospects to come in with the advertising code, flyer, or however you track you ads. Once they come in, give them your 5 star service and the free cookie.

            What’s more?

            After you have given them the 5 Star Treatment and your free cookie. You offer them a second free cookie to come in again the next week.

            When they come in again the following week, do it again and involve their friends. And continue this until they come in again and again without any prompting by a free cookie.

            Accomplish this. And you, my friend, have won yourself a habitual customer.

* Would you like a cookie? – Wean the customer as a habitual customer… free “X”… do this, free “X”….. do this, free “X”….and finish off with 2x free “X”.

The During: The “Hey! How are ya.”

            The “Hey! How are ya,” is an effective technique for people During the sale who are interested in your products, but have been too busy, distracted, or just have completely forgotten. It’s a reminder to see if they are still interested and is short and sweet enough to get a response as it goes to them personally.

* The “Hey! How are Ya”.– I saw that you missed my last email, but I was wondering if you were still interested in “X”.

The After: The Charity Vote

This technique is used at many places after you shop. They ask:

Would you like to give a dollar for X and Y Charity Today?

            You say, “yes, why not?”

And it can now be yours. All you need is find a charity with a cause that you and the community that your business serves, supports. This will bring goodwill to your business and build the community around your products and services.

* Charity Vote – Buy “X” amount and “Y” amount will be given to charity

There you are. 3 simple techniques for the Before, During, and After of your Sales Process that you can use to build your business with a charitable community, and remind them to become habitual customers.

9 Comments

Techniques of the Week

10/30/2013

3 Comments

Techniques of the Week
for
Before, During, and After
the sale.

Hello there,

This will be my first iteration of “Techniques of the week” which is an ode to simple writing and marketing techniques that can be used immediately with measurable results in the Before, During, and After of your sales process.

With that said, lets venture chronologically…

The Before: The Mafia Offer

This technique is known as the “Mafia Offer”, as it is an offer that any qualified lead for your business just cannot refuse. It can be as simple as a free gift for calling, registering, or whichever “call for action” that you choose. These free gifts can be:

·        Info-products - Free Report/Newsletter

·        Merchandise – Shirt/Mug/Keychain

·        Free Trial – Give a demo of what it can do for them

·        Great Deal/Offer – Discounts, Upsells (Buy basic package and upgrade for free), or Double your moneyback-gurantee (Risk-free)

·        Service/Product – Come in now for first session and get second for free

The whole point is to entice your qualified lead to try it so you can build the relationship for a sale. You can even Double your chances by offering a second mafia offer for contacting you IMMEDIATELY. This will motivate your lead to fulfill the call to action.

* Mafia Offer – You will not be able to refuse, as the deal is too good to be true… but it is.

The During: The Upsell

The infamous “Upsell” technique, this technique is used after you have an interested lead who is willing to buy a basic package, but needs an incentive to buy the premium. This can go as far as offering many of the things in the list above to offering more such as preferential schedule, rewards’ programs, and Exclusive discounts, deals, etc. The purpose is to build a relationship with the lead and create loyalty to each other.

* Up sell – If you upgrade to this you will get “X” for free and receive more “Y”.

The After: The Morning After Breakfast

This is called the “Morning After Breakfast” Technique. After you have given your mafia offer and “upsold” them to the premier package, you show your gratitude to your customer for choosing you to provide them your service and product. This can be as simple as a mailed “Thank You” Note or a dinner on you.

* Morning After Breakfast – Make your customer breakfast in bed or a rose to cement their loyalty to you.

And there you have it, 3 simple techniques to build relationships with your leads from start to finish. For more techniques, examples, or questions, simply follow my blog and you will have it. Simply, easily, and with posthaste.

Cheers,

L. Thomas

3 Comments

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