Category Archives for Sales

A sales and marketing plan for your business blog?

There’s a well-known marketer, Rick Page who wrote a book called “Hope is not a strategy”. You can’t just pick any old marketing strategy and “hope” that it will work. Trust me, I’ve tried it and I’m still waiting for it to work. If I’d had put as much energy into a real marketing plan, as I did the “hope marketing plan” then I’d be a billionaire. It’s a waste of energy.

Put hope to one side if you can’t ditch it altogether.  Instead put together a detailed sales and marketing plan where you lay out your tools and resources for meeting your business blogging objectives. Without the sales and marketing plan you’ll stuggle through the ups and downs of marketing your business.

This isn’t a comprehensive list of daily tasks although it’s a good starting base. It’s a breakdown of each marketing tactic you might want to use and the process you’ll put in place for its implementation.

Start With Your Business Model

Not all marketing strategies work with every business model. You’ll hear all sorts of wild ideas and “proven” tactics, but that doesn’t mean they’re the ones for you. The best one I hear all the time is how we are missing a trick by not advertising our transport business on our vans. Forget that our high-end clients want their goods delivered in unmarked vehicles. If you only listen to the popular marketing conversations you’d think I was missing out.

Look at your own business model first and outline some of the characteristics of that model and your target market, including:

  •  A description of the key features of your target customers
  • Where customers will come from, such as organic search, paid search, joint ventures, offline sources, affiliates,
  • What are prospects’ buying triggers? (In other words, where or when do they usually make a purchase decision?) Do they tend to buy from a product review, a personal recommendation from an expert they trust, through surfing content sites, through email suggestions, etc.

Remember, your business model may not be the same as someone else’s. You may be high end, they may be budget.

What Are The Most Popular Marketing Strategies for Business Blogging?

Now, look again at your business model and the most popular marketing tactics used by your competition. How do they convert from prospect to customer?

  • Individual landing pages that lead to freebies that funnel prospects into an autoresponder series
  • Regular free teleseminars / webinars that include a special offer at the end
  • Straight SEO and traffic generation
  • Multiple joint ventures with other bloggers and  the recruiting of affiliates

Which marketing strategies will you focus on?

If you try to do several marketing campaigns at once, you will fail at all of them. You’ll need to focus on one to start with, and keep laser focused. Test it out, see if it’s working, and then add in additional strategies. There are endless methods to pick from and by adding in extra ones you’ll work out what is working for your audience and what isn’t.

Try selecting the easiest marketing strategy so you can put it in place and get moving straight away. You should always have at least one easy tactic you can use that doesn’t require a lot of thought and planning. For example, you can create an autoresponder series that starts every time a person signs up for that list. It’s a passive form of marketing that requires very little attention. Once in place you can start  mapping out more campaigns.

Begin with the end in mind and work backwards

In order to put your marketing plan down on paper (or computer), start by looking at all the steps involved. Start with the end result (the sale) and work backwards.  What are the activities you need to complete in order to implement and maintain each strategy? What do you have in place already? What tools and techniques do you need to learn in order complete the process?

Now put those steps into a priority order and create a process you can follow.

  • Which steps are dependent on others?
  • Which ones need to be completed first?

You can even use a mindmap to lay out a visual of the process, which makes it very easy to move things around. Freemind is a great, free tool for creating mindmaps on PCs. iThoughts HD is another one that works really well on iPads. You can export any of the mindmaps to a pdf so that you can print them and post them by your computer or even use them as an ethical bribe or email in your autoresponder sequence.

Make sure you set deadlines for achieving each step in your sales and marketing plan. The success of some marketing strategies is dependent on a specific timeframe, such as the length of time between emails or follow-ups. Put it on your calendar and set those dates in stone.

Your marketing plan dictates what actual tasks you’ll need to do from day to day.

If you know that your emails need to be set up in daily intervals, then you’ll need to put the outlining and writing of those emails down on your to-do list every day. If posting and promoting blog posts is part of that strategy then add it too the list.  Just don’t make the mistake that many impatient, ambitious bloggers make by trying to do everything at once.

Focus on one strategy at a time, set deadlines, and implement it to success.

 

 

 

 

PS want more?

Book into for a FREE strategy session HERE

Your 4 Step Super Simple Sales Funnel Plan!

Does the thought of setting up your sales funnel make you break out in hives? Leaving you wanting to hideaway and do anything apart from focus on your sales funnel? You’re not alone in feeling this way. Many online entrepreneurs fail to map out their sales funnel or they get overwhelmed by the amount of content they think they need. And it shows.

  • They have an opt-in incentive that doesn’t appeal to their audience. So no one opts in.
  • Their follow-up emails don’t flow naturally from the opt-in and aren’t segmented from their other email lists which lead to confusion and overwhelm.
  • Messages are inconsistent—either too many sales pitches or not enough.  Worse still, the offers presented don’t match the audience.

Making these sales funnel mistakes is common, so if you recognise yourself here, don’t feel bad. The good news? There’s an easy fix.

Step 1: Ask your audience

All too often you’ll think you know what our readers and potential buyers want, but in reality,  you’re guessing or giving them what you want. You make the mistake of believing that you are your audience. Perhaps once upon a time, you were, but you’re not anymore. Times, environment and technology change.

The only way to know for sure what your audience truly wants and needs is to ask them. Set up a simple survey (even a Google form will work) and ask your blog readers, social media followers, and email list to give their feedback. Ask them at the end of the survey form this one question: How much would you pay right now to have this?

Do this right, and you’ll know exactly what you should be offering your audience, plus, you’ll know the perfect language to use on your opt-in page.

Step 2: Create your opt-in gift

Now that you know what your audience wants, it’s time to create your opt-in incentive or lead magnet. Keep in mind that readers today seem to prefer simple, easy-to-digest offers rather than 200-page eBooks or 7-part video series. This makes your content creation activity easier too.

Some popular choices for opt-in incentives include:

  • Checklists
  • Worksheets
  • Resource guides
  • Video training
  • Webinars
  • Audio downloads

 Step 3: Map out your autoresponder

Every good opt-in incentive should be followed up with a series of emails that build on the material presented in the optin gift. If you’ve offered a resource guide, for example, then your follow-up emails might include usage tips for each of the resources, or case studies that show how others have benefited from using the tools.

Don’t assume that the reader has downloaded the optin gift and even looked at it! Think for a moment… How many lead magnets have you got on your desktop gathering digital dust? Go through these and make a note of why you saved then for later, why you didn’t read them at the time. Now you know what to avoid with yours.

Step 4: Make an offer

Arguably the most important part of your funnel, your offer must be the logical next step for readers to take. They’ve worked through your opt-in incentive, read and acted on your emails, and they’re hungry for more. Time to make your offer.

Just like the other pieces of your funnel, your offer needs to be the answer to your readers’ most burning questions. If you consider your opt-in and follow-up series to be the “lite” version, then your offer is the premium package. Bigger, stronger, and the perfect next step!

Before you start adding opt-in forms to your website, take some time to map out your funnel according to these four simple steps.

You’ll not only fill your funnel faster, but you’ll close more sales along the way.

Want help creating your content for your sales funnel? Book a free funnel review here.

Coaches: The Lack of These 3 Things Are Losing You Sales

You’ve invested good money into your business and your website; why not make it work more effectively for you? To me that question isn’t as hard as Rocket Science. It did trigger a lot of coaches on Facebook when I asked them if I could be their affiliate and promote them on a new site that I have….

I received 70 replies, and despite saying in the post “You must have an affiliate scheme” only one person had one. That’s right. 69 people wanted people to promote them and earn more money, but had no way of tracking their effectiveness or how much commission to send.

Coaches: You’re Losing You Sales. Stop it Right Now!

Last year was an interesting year for me. I focused more on strategy and more on creating content that has a positive impact on my audience. In doing my work, planning my strategies and listening to my clients I discovered 3 huge glaring holes in their businesses. Good business coaches are able to look at a company objectively (no emotional attachments) ask Socratic Questions, and guide the business owner through the process of creating a working plan for future growth.

You should consider a business coach and mentor your objective third party, the one who can sort through the processes that work and those that don’t work and help you go from just you, to a viable, profitable company.

For any entrepreneur with an online presence (and EVERY business should be online!) there are many passive ways to build income streams into your website and products that will bring in extra money while you focus on serving your current clients. Passive income is something in addition to your clients.  It helps boost your profits while you actively market your business. What’s not to love?

Let’s Stop Losing Sales And Increase Your Profits

  1. Affiliate Marketing is a simple way to make commission by recommending products or services to your audience. This process is similar to telling your friend or neighbour about the great pizza place where you just ate dinner. Simply sign up for the product’s affiliate program and place a unique link within a product review on your blog or on a web page listing all the business tools you recommend. Every time someone clicks on your link, they are taken to the product’s site and if they make a purchase, you get a commission. Affiliate links can also be added to eBooks or other digital products you sell. Remember to review the Terms of Service for all the social media platforms before posting your affiliate links.
  2. Creating upsells in your sales funnel is another overlooked place where you can bring in extra money. Do you have basic sales funnel in place, where you make an offer to your broad audience and then have more focused, more expansive offers for them to choose from over time? These additional offers bring your customers down the funnel toward your most expensive offer. Now, for each main offer in your sales funnel, think of an upsell your customer would find valuable. This may be free admittance into your private Facebook group or maybe it’s a report, checklist, form, or eBook for a nominal fee that is a no-brainer add-on to their order. For your more expensive offers, add a more expensive upsell, like a trial period in your continuity or monthly club. The key is to choose relevant upsells that will benefit your customer and that makes sense to couple with the initial product purchase.
  3. Back-end efficiency is important to any business, whether it’s strictly online or whether you also have a physical location. A business coach can objectively assess whether you’re working most efficiently and can offer solutions to make customer service, billing, and customer fulfillment (just to name a few areas) quicker and more efficient.

Very often entrepreneurs are too close to the situation to see how everything flows (or doesn’t flow) together, similar to why having someone else proofread your sales copy is perfect because they’re more likely to pick up typos.

When you book in your free discovery call with me you will be astonished what we can help you discover that you have been looking past for so long. book in here

 

Using Market Segmentation As Part of Your Sales Strategy

Market segmentation is part of any successful sales strategy. Not only will it increase your bottom line profits (significantly) it will be easier to market your products to this specific segment. Whilst this isn’t a new, or shiny strategy, it’s often overlooked because it seems too simple to work…. Let me reassure you once you start using segmentation as part of your sales strategy, you won’t want to do it any other way!

First, let’s talk about what market segmentation is, and then we’ll go over the different ways it can improve your sales strategy.

What Is Market Segmentation?

Many small business owners make the mistake of thinking their product serves absolutely everyone. Only air and water actually have the “everyone” market cornered. Not even food is needed by everyone… Entrepreneurs want to get as many customers as possible in order to grow their business fast. This means they start chasing anyone and everyone with a pulse in the hope they become a customer.

Unfortunately for them, they waste their marketing budget on things that are almost impossible to achieve (not totally impossible right? Because air and water have managed it, and Wi-Fi isn’t far behind 😉 ). Even a large corporation with many stores (such as Tesco) uses market segmentation to create all their marketing programs, because going after a narrower audience works better.  Market segmentation is going after a smaller portion of your audience, even the “audience of one”.

What Are Different Types of Segmentation?

There are many types of segmentation and more than what will be listed here; more than I have time to type about. You can segment your audience in many ways ( Sarah segments the readers of this site before they even get onto an email list), then market to each individual segment with different, yet specific, marketing campaigns.

Ensure Your Market Segment Is Identifiable

You should be able to describe the market segment in mind-blowingly, intricate details. The more information you have about the market segment, the better. What are their desires? How much money do they make? How much money can they spend? What type of thing makes them want to buy? Why do they want to buy it? What happens when they buy the product? How do they feel about it? What are their fears and pain points? How do they feel about those? Are they hurt enough to want to take action?

Ask Whether You Can Reach That Audience

I’m often asked about reaching high net-worth individuals. Often by people who have no idea what the life of a high net-worth individual is like. Until they stop thinking of this audience as just rich, they will have problems. Money doesn’t stop your husband cheating, your kids talking back to you, and the fridge being empty all of the time. When you understand this, you can understand your audience better and then reach them.

What method of communication can you can use to get to the market segment you’ve chosen?

Do they use

  • email?
  • mobile phones?
  • computers?
  • telephones?
  • Facebook Messenger?

How will you get your message to them? What will it say? Can you evoke enough curiousity so they reach out to you?

Know If Your Audience Is Large Enough

In each industry, there is a certain conversion rate you’ll want to aim for. But, you need to know if the market segment you’ve chosen to focus on has large enough numbers to make your financial goals a reality. No sales strategy will work if there aren’t enough people to buy on a regular basis.

Business growth is directly impacted by the number of buyers in your market segment.

Understand the Unique Needs of the Market Segment

The more you can understand the needs and desires of each segment, the more you’ll succeed in your marketing efforts. For example, are you trying to market to professionals who have MBAs? If so, what is unique about the MBAs holder you wish to target?

You Can Also Segment by Obvious Sectors

Geographic, demographics, moral attitudes, and values are all good segments to start with when you set up your marketing campaigns. If you can match your values to the largest demographic in these cases, you can create a winning campaign.

Once you determine the segment you want to target, you need ways to get to them. A good way to do that is to create a lead magnet to give away to the sector that you want to target in your sales strategy. You can create the lead magnet yourself or you can hire someone to do it for you.

A good lead magnet should not be something you have to create fresh for each new potential customer, but instead a very targeted piece that you only create once for your chosen market segment,  and then delivered inexpensively.

 

 

 

 

 

P.S. If this type of marketing is of interest to you, and you’d like to know more then lets talk 

10 ways you can Kaizen your sales pages for better results

I’m all for radical change when it comes to certain things like what crisps to buy or what cooking oil to use but not when it comes to sales pages. Oh no, for sales pages I’m all for continuous improvement, or Kaizen, rather than changes that are untrackable and unsustainable.

Here are 10 ways you can Kaizen your sales pages for better results.

  1. Use Colour and Shape to Reinforce Mood

Your sales page’s mood is just as important as the actual text and elements. It speaks to your ideal visitor’s subconscious, and if you get the mood right, you’ve caught that visitor’s interest. Vibrant colours speak of energy, fun, and action. Dark colours talk to younger edgier visitors, and soft, pale and muted colours appeal to people who are sophisticated or people who love gentle things.

So, in addition to your own branding, pay attention to colour to reinforce the mood, as well as make key elements stand out.

  1. Remember to Use Subheads to Lead Them Inside

Nobody likes a big, long chunk of run-on text. Create “white space” and make your sales text easier to read – especially when skimming. But don’t stop there: Add subheads at intervals in your sales body text.

Use these sub-heads to summarize what you’re going to talk about in the next paragraph or section. Make sure your subheads zero in on the most critical paragraph point!

  1. Headlines Matter

If your headline doesn’t give the casual browser whiplash, it’s not doing its job. Ask a question that matters in your headline – one that your ideal reader is already thinking to herself. Run it through a good headline analyzer like CoSchedule’s free Headline Analyzer and then monitor and tweak its effectiveness, using A/B split testing.

  1. Increase the Impact of Sales Page Videos

You may be considering creating a video sales page because your target audience is full of visual learners. That’s a wise move – but make sure your sales page videos don’t get in their own way.

  • Use a tripod, so there is no visible shaking or slipping.
  • Use a good noise-canceling microphone.
  • If you’re using your smartphone, shoot horizontally, not vertically.
  • Be aware of background noises like traffic or wind.
  • Display important objects (like jewelry you’re selling, or your eBook) on a neutral, contrasting background, to make the item pop and focus attention solely on what you’re selling.
  • Don’t use backgrounds that are brighter or richer than your product’s colors.
  • Use a ruler beside physical objects to show scale. That stops people imagining they’re getting something smaller or larger than your item’s actual size.
  • Be aware of your light sources – and especially be on the lookout for shadows.
  • Get your video professionally edited.
  1. Don’t Neglect Bounce Rate in Tracking

Many people say they never bother noting the bounce rate (when people leave your site almost immediately). They don’t realize that a high number of bounces may carry the following unmistakable messages.

  • There was a disconnect between the post or landing page that enticed people to your sales page, and they left because they were disappointed or angry that your offer wasn’t as represented.
  • Your offer was confusing or messy, and visitors gave up on it

If your bounce rate seems unusually high, do your best to find out where the disconnect is happening!

  1. Make a Specific Promise

It’s not enough to identify and empathize your ideal visitor’s pain on a sales page: You also have to make a promise to either give a real solution or take the visitor one vital step further to her goal.

  1. Don’t Promise What You Can’t Give!

When making a promise to your sales page visitor, make sure that you don’t promise something you cannot possibly deliver. You can’t guarantee they’ll be cured of cancer, nor can you promise someone will make a million dollars in a month. Keep it realistic.

In fact, even if it doesn’t promise instant stardom, a realistic promise is more likely to be trusted, believed – and acted upon.

  1. Time = Value

Time yourself reading every word on your landing page, then pay careful attention to the time that visitors spend there. If they stay as long as you or longer, you know that they value what they are reading. That’s an important clue when you go to write your sales page and social media posts.

  1. When Making a Landing Page Video, Write Out Your CTA

Make yourself a cue card containing essential data you have to make sure you cover – for example, your sales page address. Don’t rely strictly on speaking: Add a text version of your sales page address to your screen and repeat it in the video description, or in the text below the video thumbnail.

  1. Be Aware of Mobile Device Limitations

How your sales video displays in particular mobiles is crucially important. Make sure your sales page address doesn’t display off-screen! Test your landing page video in MobiReady.

  1. Know When It’s Time to Stop

You’ve probably heard the old rule, “The more you are charging for a product, the longer your sales letter should be.” That’s not exactly right.

It could better be said, “The stronger your proof, the sooner you should stop speaking.”

Sometimes it just takes a few bullet points and a headline to convince people. Pay attention to which CTA link your visitors and testers click: That’s often the time to wrap things up.

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Say it With Confidence: How To Talk Money Like A Pro

So many Microbusiness owners that I speak to break out into cold sweats when they think about having to talk about their prices.

You go on a discovery call with someone who has instigated it, you offer a free session that someone has taken you up on but when it comes to talking about deepening that relationship into a ‘paid for’ environment the feel of the conversation changes.

Be honest how many of you have felt this way?

I’m not going to go into your own self-worth but take a very pragmatic stand on this point. If you are in business you have to make money, If you don’t make an offer for someone to buy from you, you will not make money it’s simple really. So the question then moves onto

How can i discuss money without feeling uncomfortable about it?

Practice

The very first thing to do is to talk to yourself about it, now this isn’t you going mad or jubbering away in the corner whilst sipping a cold cup of broth but by saying it out loud ‘I charge xxxx for this service’ will help you, you have verbalised your intent , it becomes more real and you will have to say this to a prospect so by telling yourself in the mirror, talking to your beloved pet or singing it out in the shower you will feel totally at ease with those words coming from your lips.

The more you speak these words the easier you will find it, this isn’t some weird mumbo jumbo it’s a fact.

Smile

This isn’t new or even unheard of but it works yet most think it doesn’t, it’s something I have to actively practice not just when talking rates but with all conversations. Whether you are on the phone, on skype writing an email or face to face your tone changes when you smile (so does the tone of your typing). It helps convey confidence and allows you to communicate with authority not to mention professionalism.

Avoid being wishy washy.

Listen to yourself when you are speaking to potential clients, Do you say things like ‘well normally I charge….’ or ‘actually my rates are…’ with lots of stumbling or stuttering, ummms and arrrsss. How would that sound to you?  Would it fill you with confidence that this is what is being offered and that they are confident in the delivery?

Be confident in yourself that you do have a product or service that is not just ok but fantastic, that it will deliver what is asked of it or you not only to the minimum levels but way beyond the expectations that your client has. under promising and over delivering is a powerful tool to have and knowing you have this in your back pocket will fill you with confidence.

Pull your shoulders back, stand or sit straight and smile as you deliver your offer, they will feel your confidence and will then feel confident in you.

 

Be silent.

When we’re nervous or feeling intimidated, we tend to talk. We want to fill the silence with something, anything, just to avoid having to sit there uncomfortably and wonder what the other person is thinking.

But guess what? He or she can feel just as uncomfortable with the silence.  When you’re talking price, avoid the urge to fill the silence (especially because you’re most likely to try to justify your pricing) and let your potential client take time to respond.

You have to let your prospect digest the information, to process whats been said and to formulate their response, filling the silence will only make the chance of a yes go further away from you then you will lose control of the conversation.

Conclusion

Will speaking with confidence always land you a new client? No. But being able to share your pricing in a clear voice will help potential clients know that you’re confident in your skills, and that even if you are not right for them right now or in the future that what you have to offer is something worth remembering.

To your success

essex small business uvp

Stop! Before You Raise Your Prices…You Must Do This

If you are in the business of coaching or perhaps you are a trainer then there will come a time when you have to consider increasing your prices. Maybe you’ve been in business for years and it’s time to raise your rates now you have more experience. Maybe your skills have recently improved through a new training course or qualification. Or maybe you want to attract a different client base

Whatever the reason, it pays to have a plan in place before you make your big announcement.

Here’s where to start.

Look At Your Current Coaching Clients

First, take a look at your current clients. Will you raise their rates as well?  We have always ‘grandfathered’ in our clients, this means that when our prices go up for coaching or 1-2-1 work the clients we currently have can renew at the same rate PROVIDING its a continued service. If they take a break they come back at the new higher rate. Our customers have always been very happy with this and it’s worked well for us for many years.

If You do decide to include your current clients in the price increase think about how they will feel. Communicating with them before you decide to go for it will help you and them accept the change in a positive way, it will also open up conversations as your increase may make it no longer viable for some of them to stay with you which has to be a consideration, are you able to potentially take the loss of revenue ? Maybe offering a different payment plan that you haven’t offered before could help.

When Will It Happen

Consider when your rate increase will go into effect. This might be different for each client, depending on when/how they’re paying you. A client who is on an annual coaching plan might not see an increase for 8 months or more giving them the opportunity to plan for the increase, while a monthly client might be shocked to find his or her rate is going up in a week.

If you can, give your clients at least 30 days notice of the increase or as long as possible, so they can budget for the increase this is always the best thing to do. Planting the idea and giving plenty of notice will be appreciated and will ensure that if you are increasing the prices for current clients that there is the best chance possible of them staying with you.

Think about time of year also, christmas/new year is never going to go down well with a price increase due to the financial outlay most will have over that period, if your client base is parents maybe avoiding the 6 weeks August holidays would also be a good idea as these can be costly as anyone with children will tell you.

State A Deadline

if you’re a little flexible and want to gain a few new clients, you might think about creating a last-minute offer. Announce that your rates are going up on [whatever date], then offer to let X number of new clients lock in at your current rate, if they sign up before that date. This when done properly has integrity and value behind it, sometimes giving a little nudge to those sitting on the fence thinking about joining you in your business and can create great loyalty.

Sure, you’ll still be working at your old rate, but with a few new clients ion the ledger your cash flow will definitely improve.

The most important thing to remember about rate increases is this: You have to feel good about the prices you charge. If you think your rates are too low, chances are that they are. Raising them will not only make you feel better, but it might just let your current and prospective clients know the value of your services as well.

To Your Success

essex small business uvp

How to Never Lower Your Rates Again

I bet everyone reading this that has been in business for more than 5 minutes has dropped their rates for a multitude of reasons and if you are honest you have probably done it more than once.

You get a fantastic lead come in, you have a conversation, find out that you are a great fit  you move to the offer, only to have your potential client respond with, “That sounds great, but I can’t afford it.”

What do you do?

For a lot of business owners, their first response is to lower their rate. you justify it to yourself by coming up with all sorts of logical arguments in your head, they really do need my help. Plus its good karma, and they will talk about me with their friends, and refer business to me later.

Maybe, but more likely than not, what you end up with is a client who takes far too much of your time, for less money than you deserve. You wind up regretting the decision, and wondering why you aren’t earning the living you know you’re capable of.

I have done this, in my transport company it was such a frequent conversation it became almost expected, In our business now we have this daily, can you build me a website for £100 which when you are starting out sounds like a great deal, a quick easy website couple of hours work for £100, believe me when I say ITS A NIGHTMARE.

Every single client I have dealt with that has had the priveledge of us dropping our rates has taken advantage, became ‘that’ client that drives you mad as they expect always much much more than they are ever willing to invest. They play at a much lower frequency in business and will only ever bring your drive and motivation down… I’m cringing just thinking about it.

Does This Sound familiar?

I want you to make a promise to yourself right now that you will never again lower your rates to appeal to a client. Doing so devalues your services, makes the client less likely to follow through, and worse, makes you feel terrible later.

Now, I’m not saying you can never offer special deals these are very different. But I do want you to change how those offers are made. Here’s 1 way you can do this

If your coaching package includes:

  • 1 45-minute call per month
  • 1 email per day
  • 1 in-person meeting per quarter
  • 1 mastermind retreat per year

and you put forward your proposal because it’s exactly what your prospective client needs  yet they  claim to not be able to afford your asking price of £1,000 per month, rather than offering to reduce the price which may be your gut reaction especially if times are tough, you are going to offer to reduce the price and the package.

So the offer you make to them now includes everything BUT the mastermind retreat. Or everything BUT the in-person meeting every quarter.

You have not lowered your rates so far that you feel used, but at the same time, you’ve worked with them to create a plan they can afford. It’s a true win-win for both of you.

This works beautifully in every situation I have come across, when we have offered our 13 week coaching course or mastermind package and we have looked at how we can reduce the package to fit the named budget it’s always a yes and the great thing is you continue to deliver on your promise and the client is happily receiving what they need at the investment level they can afford at that time. This doesn’t mean in the future they won’t level up what they require as often i have found when ‘stage 1’ or the initial training is under way thier motivation to find extra resourses is often miraculous.

This technique can be used for any type of coach or service , unless you’re charging strictly by the hour. If that’s the case, take a look at how you can reduce the number of hours you need to invest while still providing value.

For example, rather than offering four one-hour calls, change your plan to just two calls, with email follow-ups. They still get plenty of value, and you’ll free up some time by inviting email questions rather than blocks of time on the phone.

Next time you’re asked to reduce your rates for anything, take a close look at how you can also reduce the work you’ll be doing. That way you’ll never feel as if you’ve been taken advantage of, and your clients will still get great service.

Tell me your experiences of how you may have lowered your rates before and how that worked out for you both

To Your success

essex small business uvp

How to Stop Analysis Paralysis and Get Them To Take Action

Everyone buying wants to feel like they are getting a good deal on what they are going to buy. Thanks to the internet it’s never been easier to shop around, to compare products and service along with prices, However in alot of cases all of this research can lead to what is termed as “analysis paralysis” where the customer is spending so long looking at different options that they don’t actually make a buying decision they fail to take any action at all.

Our job as business owners is to help these customers make a decision and hit that buy button by making them feel that doing business with you is a “no-brainer”. You can create an impression of high value and low risk easily once you know how. You can also tap into both their logic and their emotions and i am going to show you some of the ways you can do this.

Emotion and Logichelping customers overcome analysis paralysis

Studies have shown that despite all of the research the prospects are doing, consumers are actually still driven to buy due to their emotions. Then they try to justify the purchase.

There are innate needs and desires they need to fulfil, but not all of them are logical. For example, if you need a pair of shoes, you can buy a basic pair, or the latest brand name trainers from Adidas or Nike. There may be a perception that these are more superior brands that offer more quality, but this is often really more marketing- than fact-based.

The name brand also makes them feel better about themselves. They can afford it, they deserve it, and just think how everyone will admire them when they see them.

I have seen this with coaching as well, they wear the badge of a well know coach as something to talk about, ‘look at who i can afford to pay to help me’

Make your value proposition clear – that is, why your products or service are worth the money, but also paint a picture of how wonderful their life will be once they buy your product. Videos, reviews and testimonials all help with this.

Make Buying From You Risk-Free

Another way to get customers sitting on the fence to take action is to make it as risk free or low risk as possible to do business with you. One of the easiest ways to do this is to offer a free trial. If it is a tangible product, you could offer a “free trial” and then make the most of the marketing list you will build from the names and addresses.

A free week or free month for online services is usually pretty typical. Or you might see a “£1 for the first month’s trial” offer that those who are getting close to a purchasing decision would be silly not to make the most of.

There are lots of combinations regarding this ie get 6 months membership for the price of 3 months.

I talk over on this post about making more sales and one of the sections is about customer service, having so much confidence in your product or service that making it so easy to contact you or your team reassures buyers to the point of action.

Done-for-You Solutions and “Business-in-a-Box” Options

Another very popular option is the completely done-for-you product. This is for people who would like to, for example, start their own business, but don’t want to put in all the time and effort required to build it from scratch. They might have doubts about whether or not they would be able to accomplish everything they need to set up a website or blog, for instance. Therefore, a done-for-you option is extremely attractive.

They will be willing to pay far more money than it would cost for them to do it themselves because of the higher perceived value of the service.

Similarly, business-in-a-box options give them the assurance that they have everything they need in one pack to set up their own small business.

Bundling also works along the same lines, where you put together a complete set of what they need for a lower price than you would charge for each item separately. For example, Hewlett-Packard color printers need four ink cartridges. If a customer can buy the whole set for only £20  instead of per cartridge £30, with just one click, they will be more likely to take action.

If you want to move your customers from analysis paralysis to making a purchase, consider these points and see what a difference they can make to your profits.

To Your Success

Kevin

How To Make More Profit By Tapping into Instant Gratification

How many times have you seen something and wanted it right then and there? waiting isn’t an option as the thought of having that new Big Bang Season or New computer holds such a burning desire in us that we just can’t wait, this is called ‘instant gratification’. The opposite of this is delayed gratification.

The way the world is so connected now we are on our phones our tablets whenever and wherever we want so instant gratification is becoming the new normal, the standard in a lot of cases that we now expect. As customers, we are becoming less and less patient and therefore as business owners, we need to understand this shift in mindset and expectation.

In order to make more sales, you need to try to tap into this mindset of instant gratification. We can also describe the gratification as the pleasure principle. This can be a good thing because it will encourage more sales if you tap into this instant, I want it now mindset.

There are a number of ways of making your products more attractive to people who are driven by instant gratification.

Instant Downloads

Online marketing has been so successful because it delivers quick results. In the case of a book or software, for example, we don’t have to worry about them coming in the mail in paper or disc form. All we have to do is click to pay and then download.

In some cases, book publishers offer the download in addition to the paper book so there is no need to wait. In other cases, Amazon or the publisher will offer a digital edition of the first three chapters of the book so buyers can start reading it right away rather than just waiting until the book comes in the mail.

Instant SalesHow To Make More Sales With Instant Gratification

Amazon has perfected this with their one-click purchasing. Millions of credit card numbers have been stored in their system to enable customers to buy without ever having to take out their wallet. Does this spur impulse buys and the need for instant gratification? You bet! We also see apple doing this making it so easy for those instant buying decisions to be fulfilled without having to let distractions of ‘where’s my credit card’ delay or even stop the sale.

Speedy Customer Service

Amazon has also created an environment of wanting the best customer service possible as quickly as possible. Providing phone numbers and online chat makes a company stand out. They are also prominently displayed so people can find the information they need easily without having to wander all over the place for it.

Services like these and a user-friendly interface can make customers feel more valued and less frustrated if anything does go wrong.

If you do need to offer email customer service only, set up an autoresponder so they will get an instant reply. Even though it won’t be the answer to their exact question, it can tell customers what to expect. You can state your business hours and how soon they can expect a reply. So if you are open Monday to Friday, for example, that is fine. Tell them they can expect a reply by the end of the next business day.

Shipping Offers

Special offers like free two-day shipping, or offering overnight shipping at a reasonable price, satisfies instant gratification as well as extreme urgency. People do business with companies that suit their lifestyle. If you have a client who is constantly waiting until the last minute to take care of things, they will shop at stores which guarantee that their gift will get there on time no matter what.

Instant Results

People are always looking for fast results. This is one of the reasons why headlines like “Lose 7 pounds in 7 days” are so successful.

Unfortunately, not all of us can be Amazon, and it isn’t always wise to make a promise that depends on your customers doing their fair share in an effort to lose weight. Having said that, understanding the desire for emotional gratification can help you craft your products and services with this in mind. And the faster you can sell, the more money you can make.

Take some time to look at the products you offer, how you comfort those instant gratification buyers so they buy with ease and with confidence. Look at your buying process online, is it easy or is it a hassel for the client? sometimes small tweaks can make a big difference and have lasting and very profitable results.

To your success

Kevin

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