Marketing Machine

Marketing is: Do it right “The use of focused, relevant, frequent communications to effectively and efficiently get people with similar needs, wants and fears to get them to know, like and trust you” Next Level Coaching LLC www.next-level-coaching.com

Persistence/Frequency At any given point in time only about 3% of the market is ready to buy what you are selling 2% of sales are made on the first contact 3% of sales are made on the second contact 5% of sales are made on the third contact 10% of sales are made on the fourth contact 80% of sales are made on the fifth to twelfth contact SBA Survey 2008 Next Level Coaching LLC www.next-level-coaching.com

“Salespeople love leads” Lie 48% of sales people never follow up with a prospect 25% of sales people make a second contact and stop 12% of sales people only make three contacts and stop Only 10% of sales people make more than three contacts SBA Survey 2008 Next Level Coaching LLC www.next-level-coaching.com

Master the Moment Do it right “People buy when they are ready to buy, not when you are ready to sell” Focused, relevant, frequent follow-up Build Trust ,don’t sell Facilitate the Buying Decision First Then present the solution Next Level Coaching LLC www.next-level-coaching.com

Trust? We can’t be looked at “Selling “ them something We have to be looked at as serving and providing service that is helping them Marketing Machine can provide leads and relevant information Sales Process must provide: - Help in Buyer Decision Making - First - Only then gather data, proposals and closing

8 Phases -Marketing Machine Action Objective Generate Interest Capture Leads Educate and Build Trust Convert Leads Process Sale Fulfill and WOW Upsell Create Advocates Visitors Opt Ins Hands raised Buyer Decision Process Complete Cash Customer Care Repeat customers Testimonials and Referrals Next Level Coaching LLC www.next-level-coaching.com

Next Level Coaching LLC www.next-level-coaching.com Generate Capture Leads Educate and Convert Leads Fulfill and Upsell Create Advocates Interest Build Trust WOW Visitors Sign ups/Opt in 5-12 touches Trigger Customer care Repeat Testimonials Ready to buy customers Referrals Great offers, Sign up page No sales, all They buy when Show your Offer Keep them SEO, PPC, for Offer relevant info ready, “Buy In” stuff more in the loop Direct mail w/autoresponder tips, email, video, blog to change Email blast e-newsletter, Automatic Radio,TV, Signage , Speaking

Most Common “Problem” “ I don’t have enough suspects and prospects to start the process” “Skip the Problem” Burris Real problem is you don’t have a process to follow up and convert the ones you have Next Level Coaching LLC www.next-level-coaching.com

Real Problems You have multiple systems that don’t talk, spreadsheets, paper, sticky notes, CRM, Outlook, etc There is no follow up – get a lead and it dies somewhere Everything requires manual labor and memory Sales process broken – we are only closing 10% of leads Next Level Coaching LLC www.next-level-coaching.com

Solution – Marketing Machine Centralize - one system Follow up – process Automate the whole process Sales Process – Facilitates Buyer Process , only then will they be ready to buy - Then provide solution sales Next Level Coaching LLC www.next-level-coaching.com

The “Free Offer” Write down 4-5 needs, wants and pains/fears of your Ideal Customer Write down Generic Tips to solving these issues for your Ideal Customer Make these tips into a White Paper ( 6-8 pages)or Ebook, (no selling your services or product- generic) All Promotional activities have an objective- to attract Ideal Prospects to take action and sign up for this “Free Offer” Next Level Coaching LLC www.next-level-coaching.com

OR - The “Free Offer” Develop a “Service you can offer for Free” that will be of value to your Ideal Prospects Something that will be “relevant” to them and demonstrate your capabilities All promotional activities will be focused on attracting Ideal Prospects to sign up for this “offer”

Marketing FREE Methods to Attract - Email - Direct Mail - SEO - Pay per Click - Radio, TV - Etc. They all direct them to sign up on your website, you send them the “Free Offer” and now we have their email and permission to put them into the funnel Use an Autoresponder to automate the follow up process Next Level Coaching LLC www.next-level-coaching.com

Email/Video/Blog/Audio Follow Up Now you prepare an automated sequence of “Touches” that deliver relevant information over a long period of time Mix up the vehicles you use to keep it fresh and relevant 1-3 minute touches Telemarketing, Sales phone calls, should be in the sequence using the Buyer Decision Process to help them go through the buying process

AutoResponder Sequence Sign up page Fullfill “Free Offer” with a thank you 3 Days later – Hope you liked it One week later – Tip Two weeks later – Tip Two weeks later – Tip Two weeks later – Direct mail with coupon Two weeks later – Sales calls Two weeks later – Tip

Buying Decision Process Why do we only close about 10% of the leads we get? Why do prospects say they are interested ask for information and proposals and then go away for months? When we do follow up they say get back to me in a month? They are not ready to buy because buying a solution will cause change in their life or company! Thus they are trying to go through all the hoops to drag the other people involved along and get “BUY-IN”

Buyer Decision Process Sales should facilitate the prospect through the process they need to go through before they can look at solutions to their pain/fear Questions that walk the prospect through what they will need to do to get “buy-in” from everyone touched by the decision to buy our solution and change They have to do this anyway but if we walk them through it we are serving, we are involved as a consultant and we will speed up the decision or find out quickly they are not an Ideal Prospect

Questions like What is your issues or problem that instigated your interest (opt in)? How have you tried to solve it with the current resources you have? Historically how successful have you been at addressing issues like this? What is stopping you from using resources (inside and outside ) your company to address this? Who else would be touched by the change this decision would make to (your life or company)?

Questions Continued How would they be affected by the changes and what role would they play in implementing the changes? What would you need to consider to get them on board with this new decision? How would you know the timing was right for you to make a decision to implement this new solution? How will you measure it’s success?

Buyer Decision Process Sales wants to sell, but we have been doing that for hundreds of years with miserable results As Seth Godin says – “We can’t work harder we are already working as hard as we can , so why not work different” This concept will double, at a minimum , your close rate Buyers have to go through these steps anyway , why not help them and build real TRUST Then and only then gather data and present a solution