If there is one thing I’ve learned from working with emerging entrepreneurs and small business owners, it’s that they have little to no idea what sales and marketing are about! For those with an inkling, they rarely understand how to make it effective for their emerging business – especially when it comes to Internet Marketing and Making the Sale
Here are some of the Big Marketing Questions the uninitiated tend to ask:
- How important is my business website?
- Do I spend more time on social media or blogging?
- Can I just wait for “word-of-mouth” referrals to take care of that for me?
- Should I go to more health fairs?
- What will give me the biggest bang for my buck?
Of course, once these questions have been answered, the amount of TIME required to effectively market your business becomes your next big challenge. You spend hours ENGAGING on social media sites, developing and writing blog posts, and maybe even taking classes to enhance your services and learn more about… GAG… Marketing.
And, after all of that – you may have managed to GROW your business a bit, but – whatever happened to also having a LIFE!?
Wouldn’t THAT be a nice change?
One way to help you cut down on the stress of these conversations is through utilizing done-for-you scripts and templates, where your “sales pitch” and copywriting are outlined or written for you. With your sales process optimized, you can begin to have conversations that provide your potential clients with value, no matter what their eventual decision may turn out to be. This type of strategic planning will allow you to free up the time you need to run your business – and actually work with clients.
But more importantly, you must understand the BASICS of marketing, and how to put the entire focus on your potential client, in what is known as “Pull Marketing.” In other words, you can more effectively “Pull” visitors and potential clients to your website through the use of benefits-based copy, services, and programs. In everything you write, say, and do, be mindful of the client first, by answering the question all of them want to know, “What’s in it for me?”
Create Your Marketing Script
Use the following questions as a template to start creating your marketing script to support your potential client, even if they decide to not work with you. To ensure that it is the most useful, personalize this script to fit your clients.
When they call you:
If they ask “How much do you charge?” tell them:
Before I can give you my rates, because I have several different programs and services, I need a little information from you. Would you mind if I asked you some questions? Then go into the following sets of questions. Remember to practice first and tailor to your own business.
Getting to know them:
- Tell me a little bit about ______ (a pain point that is common in your niche). The key is to have them talk about what’s going on with them right now.
Find out what they want:
- If you could wave a magic wand, where would you like your _______ (personalize this) to be in _____ (determine the length that fits with your programs or services)?
- If you had all of this just the way you’d like it, what would that do for you?
- What would be the best part about all of that?
Find out what’s in their way:
- What do you think could be slowing you down, standing in your way, or stopping you from having all of _______ (personalize)?
- What else do you think could be slowing you down, standing in your way or stopping you?
- How do you think these challenges are impacting you?
- Which one of these challenges is the worst one and why?
- What have you found to be most valuable about our time together so far?
Introducing your services:
- I have a program designed specifically to help people overcome these sorts of challenges and achieve these sorts of goals (personalize it). Would you like to hear a little bit about it?
- Describe your program, and how it relates DIRECTLY to the issue(s) at hand. Name it, and explain how you work with clients “just like you” who _______ (indicate their problems, such as “clients who struggle with the same challenges you do”) and these are the 5 things that I help clients do:
- There are 5 things that I help clients do (you can use these, just personalize to what you do and what their problems and goals are):
- Clarify your direction
- Strategize your actions
- Upgrade your skills
- Optimize your environment
- Master your psychology
- Do you have any questions about any of this?
- I also want to give you a sense of what to expect when you work with me. Would you like to hear about that? (talk about the nuts and bolts – how often you meet, etc. The details of the program or service.)
- How does that sound?
- Do you have any final questions?
Get to the “Nitty Gritty” of cost – Asking for the Sale!
- This is the point where people usually want to know what the cost is. (This is where you can tell them how they can work with you and what the investment is.)
- And, I want you to know that you can take as long as you want to think about that. But I also have a special offer for people who decide to sign up with me within 24 hours of our conversation: Would you like to hear about that?
- For people who decide to go for it now, instead of _____/month, it’s only ______/month.
• And, if you do the full pay, instead of ________, it’s _______.
Which of these options feels like the better fit for you?
BONUS TIP: Once you’ve reached this point in the conversation, your prospect should be ready to commit to working with you. If, however, they continue to hesitate or offer some objection, then one of two things have happened – or NOT happened:
- You have not answered all of their questions
- You have not asked them the right questions
The solution for this is to return to questioning them. Begin with something like, “Obviously, I haven’t been able to answer all of your questions in a way that makes you feel comfortable working with me so, let me ask you one more question: “If we did commit to working together, what would success look like to you?”
Once they’ve answered that question, return to your script at the point that relates MOST DIRECTLY to their answer and continue through asking for the sale.
A well-structured marketing conversation and “sales pitch” are things of beauty and purpose, empowering you with the ability to engage potential clients on your own terms, while gathering the kinds of information that will enable you to help them overcome their challenges – and allowing you to build your client list and grow your business. If, even after working your way through these proven steps for structuring effective marketing conversations you continue to dread them… Think of it this way…
If you really do believe in yourself, and you really do have something of value to offer, then you owe it to anyone who contacts you to have a conversation that will help you to help them!