Qualification – Orren Prunckun

Marketing Ideas – Episode 17: How to determine what your marketing message is

Orren Prunckun — Thu, 16 May 2019 01:18:13 +0000

In this episode you’ll hear my thoughts on:

When to deliver a message;
What the two main types of messages are;
How long each message should be;
Why these work the way they do; and
How to determine where a prospect is in the buying cycle.

So, listen here as I discuss these!

Transcript:

Hello hello it’s Orren rPrunckun and I want to talk about the struggle that people have in determining their marketing message now it’s a very common concern that people haven’t it’s a issue that they just don’t really know how to solve they’ve got some idea and they dabble I’m here and they’re trying to work out what their right marketing messages but sometimes it just doesn’t matter I’m gonna go through all the reasons why I know that it doesn’t land now depending on who you are selling to you and particularly their buying temperature is going to change the type of marketing message you’re going to give them so for example tougher marketing message you give someone a prospect that is cold it’s going to be very very different than the type of marketing message you’re going to give a prospect who is either warm or fight if not boiling the same guys with no prospect that doesn’t know you it doesn’t know they have a problem and they’re frozen all of these different marketing messages that you’re going to be giving them are all going to be different and they usually differ on two main factors there’s quite a few other factors that changes and depends on what you’re giving them but the two main factors are number one if it’s a branded or sorry a branding style message or a direct more direct sales message and then the other one is the length either you know very short to you know something that’s very long in the hours if not days now when you’re moving the cross back through all of these buying temperatures from frozen to boiling you’re going to be giving them a marketing message that’s going to be really sure and concentrating more on a branded or branding style marketing message and as you move through those temperatures all the way up into a boiling them the marketing message you’re giving them is going to get longer and longer and it’s going to get more direct in terms of asking for the sale now why is this the case there’s a couple reasons one is someone that doesn’t know you doesn’t like you or doesn’t trust you someone that’s cold and I don’t even know that they have a problem sorry I beg your pardon that’s frozen and they don’t even know that they have a problem for them to consume something a marketing message that you give them that is you know 5 10 15 even up to an hour long is not going to happen that’s like going up to someone in a supermarket and saying hey will you listen to me on this topic I’m really passionate about for now there’s going to look at you until you get lost you know something is really short even under a minute it’s going to be the type of length marketing message to be giving them now once they know you and they like you and they trust you and you’ve built a lot of rapport in a relationship with them they’re more likely to listen to something for an hour or longer so the marketing message of giving them is going to be longer in those aspects also if you are something of higher priced product you’re saying a sale a sales message is going to be far longer than say a really low ticket item it’s going to be far shorter because the risk in terms of what the prospect is risking is far lower as you move down that buying to purchase someone that is you know or boiling prospect you can be going for more of a direct sale you’re gonna ask for it you’ve given a lot of value in that branding up front as there were a frozen or prospect and you can ask for a direct sell one and they’re gonna get they’re not going to be as they’re going to be far more open to it then something that you have done before so the type of marketing message that you are giving is really predicated on the temperature the buying temperature that this prospect is at when you are delivering that message you’ve got to really gauge and get a barometer of where that person is at that prospect is that the time that you want to communicate with them and that is going to determine the marketing message that you are going to deliver them it’s not ad hoc it’s not random there’s a sequence that you need to go through and it’s all dependent on where that person is that not where you want them to be or where you are what you want to sell them at the time of sale so the two things they’re going to summarize are whether it’s on a branding message or a direct sales message and then also if it is long or short and with that it kind of depends on the price point that you are selling as well so hope this is really useful for those that are trying to work out what their marketing messages I’d like you to go out and try it let me know what happens and see how you go thanks for listening.

Marketing Ideas – Episode 16: How to find the prospect you want to talk to

Orren Prunckun — Wed, 15 May 2019 06:06:44 +0000

In this episode you’ll hear my thoughts on:

How to get past gatekeepers successfully;
How to get referrals to the right person;
How to make sure the prospect you want to talk to responds; and
Why both of these tactics work.

So, listen here as I discuss these!

Transcript:

Hello hello it’s Orren Prunckun and today I want to talk about how you get in contact with the right decision maker now this comes from a question of someone else asking me is only applicable for b2b sales and one-on-one selling where you don’t have scale where you’re not doing a one-to-many style communication and the question was like how you actually get into contact with the right decision maker or how you get past gatekeepers and the real problem is most people try to get past gatekeepers by actually going to the gatekeeper themselves and as they’re named locally implies is they are a gatekeeper they are stopping you from getting in front of the decision maker just by default of who and what their position and who they are what their position is so why do you go around and my experience has been you always go above the gatekeeper and you go above the person that you are trying to get in contact with you always go to the very highest person that you can get usually the CEO managing director or whoever and you go to that person that person is really really busy instead of them hey you know my name is so-and-so who is the person that’s responsible for what every role that you’re looking for and that person nine times out of 10 and will give you their name and their position and say this is the person usually because that CEO is way too busy to actually field any of your questions they’re more than happy to hand ball you off and that’s why they are in a management and leadership role is to delegate to all of those people now you know exactly who the person is and what role they have all you do and if you’re doing this by email especially CC the person that gave you quote unquote the referral or told you who that person was CC them into the communication saying hey I am have spoken to the CEO or the leader or the managing director and they said you are the person that’s responsible for this role well I have I am trying to get in contact you can obviously see them into this again 9 out of 10 9 out of 10 times the person that you have contacted and CC the put referral into will reply to you because their boss or someone up the chain from them in other words still their boss and CC’s into them and they feel like they have to respond because they don’t respond to the person that’s given the referral they look like they’re not doing the job so that is one easy way to get into contact with people who are decision-makers and getting past gatekeepers so if you’re in b2b sales and one-on-one sales and you trying to get in for contact with that person go to the top not to the bottom try it out see what happens let me let me know what how you go and I would really like to hear from anyone that tries it out good luck thanks for listening.

Marketing Ideas – Episode 15: How to follow-up with prospects without being annoying

Orren Prunckun — Tue, 14 May 2019 03:46:12 +0000

In this episode you’ll hear my thoughts on:

How most brands get follow-up wrong;
How to leverage what works with publicity and product launches;
What you should be doing when you follow-up with prospects; and
What to do after your follow-up fails.

So, listen here as I discuss these!

Transcript:

Hello hello this is Orren Prunckun and today I want to talk about following up so back last week I got a question from someone about how do you actually go about following up with a prospect that you’ve been in contact with and this is particularly around someone that you have already delivered a proposal to you and the person that had been speaking to you said you know we’ve delivered a proposal to a prospect and then we’ve heard nothing so what we do is go about following up with them by saying like hey hey did you get my proposal they’re not hearing anything and replying and saying hey is there anything else you need and then this process goes on and it’s like a one-way follow-up conversation where they’re not hearing anything back from the prospect so that’s really interesting and there’s quite a few ways you can go about doing this and I’m only really catching this this response in terms of a proposal rather than you know more of a commodity we priced based product that doesn’t have any quoting or anything like that but it still applies to that as well so instead of just going out and saying hey hey hey have you a time had time to consider what I’ve said through what you can do is and I learnt this from all my days in publicity and now look I have gone out over the years and I calculated that it’s probably come to over a million dollars’ worth of free advertising from getting placements within the news media and one of the most effective things that I learned through all that time was after sending a press release and now the caveat to that is I don’t always think a press release is the best idea but just pretend it is and after you’ve sent a press release and you’ve heard nothing what you do is you strategically leave out some information from that such as a quote or a photo opportunity or a different angle so you’ve really got three different things that you can now follow up with a new Slayer outlet with saying that I’ve got a new photo angle I saw a new angle I’ve got a new photo opportunity and a new person that you can add as a quote add to this original story IQs three opportunities to follow up with them so the same strategy applies following up with someone that has created sorry that you have quoted on for a proposal it strategically leave out some of the offer to them from the original proposal and that gives you the opportunity to then go out and then strategically every week or so whenever you want to follow up to say hey look I’ve got this extra thing that we can add to the service and otherwise our bonus and speaking of bonus is the same thing the same principle applies for all the launches that I have done you launch a product but then when you want to follow up in the launch sequence you have some other reasons just by like by my thing and because they’re ready know what you are offering people aren’t that dumb they already know what you’re offering and whatever you’re offering is not that compelling same with publicity same with proposals that you’ve created you just need to add something else to push the mocha liner usually is a bonus you have to stack that value in the original offer because the original offer that you gave them just isn’t that compelling you have to make this new offer way more compelling so that’s the way you do it is you strategically offer more and more value as the follow-up hey we’ve got this new thing that will help what our original offer was providing you they don’t reply to that’s keep stacking the offer as you’d go and go so that’s one of the really easy ways to fart and even if n if they aren’t responding to your offer it means the offers not great and they’re not interested what do you do then you go back to them and you say look it sounds like you don’t have a need or you don’t have the authority to buy all the timing is not right you just don’t have the budget it’s a classic BANT style sales and then re-qualified and say hey this is probably not for you we do have a different product or service stream that may solve the need that we missed and then re-qualify them and back at the sales process on a different need stream all together so hopefully this is useful you’re probably going to be coming up against buying concerns throughout whatever you do with your marketing and sales so I want you to go try this out next time you’re trying to follow up and see what happens let me know because I’d love to hear from you thanks for listening.

Start By Marketing And Selling Offline, Manually First

Orren Prunckun — Sun, 20 Jan 2019 23:33:38 +0000

I hear this all the time from entrepreneurs:

“I need a website!”

And I always ask why?

And the response is:

“So I can sell my product, service or solution.”

Wrong!

You don’t need a website.

In fact, all you need to sell your product, service or solution is:

A prospect;
A sales script; and
A receipt book.

Nothing more, nothing less.

I then ask them if they carry around a receipt book.

And they say, “no”.

How in the hell are they going to sell anything without a way of taking money?

Beyond that, a website only scales marketing and sales.

What I mean by scale is that a website can market and sell as effectively to one prospect as it can to 1,000,000 prospects.

If you have a new product, service or solution, you’re simply not at that stage yet.

How do I know this?

Because you don’t know:

The qualifiers that make prospects turn into customers; or
The objections they have.

The only way you will know this is selling initially one-on-one to find these out.

Once you know them you can start to automate them by adding:

Your qualifiers to your pipeline; and
Their objections to your communication, sales scripts and content.

So if you are going to market and sell online, you need to start by marketing and selling offline, manually first.

But never before.

How To Sell

Orren Prunckun — Mon, 27 Aug 2018 05:36:10 +0000

The Sales Process (How To Sell In Person)

Market Research

Identify prospects (who are you customers)

Marketing

Suspect for Prospects (finding your customers)

Marketing/Sales

Initiate Outreach (bridging the gap with your customers)
Target Outreach (qualify/disqualify your customers)

Sales

Needs Analysis (find your customers specific needs)
Solution Presentation (present your solution to your customers)
Trial Close (ask your customers to buy)
1. Negotiation (address any customer concerns – if required)
2. Close (ask your customers to buy again – if required)

The Sales Process (How To Sell Online)

Market Research

Identify prospects (who are you customers)

Marketing

Suspect for Prospects (finding your customers)
Initiate & Target Outreach (qualify/disqualify your customers)

Sales

Solution Presentation (present your solution to your customers and address any customer concerns)
Close (ask your customers to buy)

Rapport Script

Helps you build trust quickly:

“Hi, how are you? *Handshake* My name is X. What’s your name? (Emotional Willingness & Polite Conversation)
“How is your day going? Would you like a (related to product or benefit), they are free? (Facts & Information)
I love that piece of clothing you are wearing (Compliments)
I have the same at home (Commonalities)
“Great, I’m guessing that means you are into (benefit of product)? Cool, do you use already (similar product)? Are you happy with it? That’s sounds positive/negative! (Ideas & Opinions)
Why do you say that and feel that way? (Feelings & Emotions)
Hi5 (Anchor)
I think I can help you – I’d love to give you some ideas. Is that okay or are you just saying that to please me?” (Authenticity & Congruence)

Rapport!

1 Initiate Outreach

Description:

Once you have found prospect contact information you need to initiate outreach to start qualifying them. This step is about making contact and finding the correct decision maker. You need to find the prospect (or decision maker) and get implied permission to contact. If you cannot Initiate Outreach, you need to go back to the Suspect For Prospect step. Use the following scripts…

Location:

The scripts should be sent from your full name from generic email domain such as Gmail or Hotmail, not a branded domain. You will use the same email Subject line and thread. Load responses into CRM.

2 Target Outreach (Qualify)

Description:

Once you have found the correct decision maker you need to start qualifying them for interest in your product. This is not a sales step. If you sell here, you could be reported for SPAM. If you cannot Target Outreach, you need to go back to the Suspect For Prospect step. If you do not hear back send the No Reply Script. If they are not interested send the Not Interested Script. If they are too busy send the Not Now Follow-up Script.

Location:

3 Needs Analysis

Description:

Once you have contacted the prospect or decision maker and qualified them for interest in your product, you then need to find out more about their needs. This is not a sales step. If you sell here, you could be reported for SPAM. If they want to talk to you based in the Needs Analysis In-Person Script then use the Needs Analysis Script. Use the following scripts, as a guide only as their response will be dynamic.

Location:

The Needs Analysis In-Person Script should be sent from your full name from generic email domain such as Gmail or Hotmail, not a branded domain. You will use the same email Subject line and thread as in the Target Outreach Step. The Needs Analysis Script will be delivered in-person if possible or via phone as an alternative, but not via email. Neat casual attire is required. Load responses into CRM.

4 Solution Presentation

Description:

Once you have received permission from the prospect or decision maker to discuss their needs and discovered about them, if the prospect does not have a need, then move back to the Suspect For Prospects step. If the prospect has a need, you then can start selling. The script sequence should follow: Story, Solution and Offer Scripts. Use the following scripts as a guide only, as their response will be dynamic.

Location:

The scripts should be delivered in person if possible or via phone as an alternative, but not via email. Neat casual attire is required. Email should only be used for sending follow-up and written information after conversation. Load responses into CRM.

5 Trial Close

Description:

Once you have presentenced the product, you then should ask for a Trial Close. If the prospect accepts the solution, move on to the full Close step. If the prospect does not accept the solution, move on to the Negotiation step. Use the following scripts as a guide only, as their response will be dynamic.

Location:

6 Negotiation

Description:

If you have asked for a Trial Close and the prospect does not accept the solution, you then need to determine their objection(s), then answer their objection(s) and negotiation with them. Use the following scripts as a guide only, as their response will be dynamic.

Location:

Determine The Objection

The main objections prospects may have (in rough order) include:

Have no need or willingness to pay;
Have the wrong timing and it’s not urgent;
Have no buying authority or ability to pay;
Have no budget or ability to pay;
Do not know what they get with the product;
Do not like or trust your brand;
Do not believe (i.e. trust) the product, service or solution will work;
Do not believe (i.e. trust) the product, service or solution will work for them; and
Do not think the product, service or solution is valuable.

Beyond not being qualified (1-4 above), objections raised usually come down to not enough information or rapport.

These main objections could be expressed in the following ways:

“I’m not interested”;
“I can’t afford it”;
“I can’t make the decision”;
“Not right now”;
“How do I know it works?”;
“This is risky for me”;
“I don’t know you”;
“What do I get?”; and
“I’ll think about it”.

Answer the Objection

After you have determined their buying objections, it’s time to address them so they become buyers. Here are some tried-and-true ways to address the sales concerns:

Ask them demographic and psychographic questions to re-qualify and segment them, explaining what type of buyer the product, service or solution is intended to benefit and those it cannot help;
Re-contact them at a later date, inject scarcity and provide incentives or bonuses along with the purchase;
Same as 1;
Ask them demographic and psychographic questions to re-qualify and segment them and ask who the decision maker is;
Explain the product features;
Give them your product, service or solution expertise, credibility or credentials in the form of informational and educational marketing and sales content to teach about your brand and give them the brand story behind the product, service or solution;
Provide them with social proof in the form of testimonials and success stories, give them the story behind the product, service or solution, give them your product, service or solution expertise, credibility or credentials in the form of informational and educational marketing and sales content to teach about your brand and explain what type of person the product, service or solution is intended to benefit and those it cannot help ;
Provide social proof via case studies, provide a risk reversal in the form of a money back guarantee, give them the story behind the product, service or solution, give them your product, service or solution expertise, credibility or credentials in the form of informational and educational marketing and sales content to teach about your brand, show them the benefits, advantages, results or outcomes that your product, service or solution provides and show your product, service or solution is different or unique; and
Give them the product, service and solution price and translate the value of that price for them into different currencies such as time and effort.

7 Close

Description:

Once you have answered their objections and negotiated with them, the prospect has an increased chance of accepting the solution now, so you then need to ask the Close again. If the prospect still does not accept the solution, you need to move back to the Negotiation step and repeat. Use the following scripts as a guide only, as their response will be dynamic.

Location:

How To Enjoy Marketing And Sales Rejection

Orren Prunckun — Mon, 13 Aug 2018 14:19:22 +0000

People hate rejection.

Surveys about human fears reveal that public speaking is the most fear activity, even more than death.

Why is this?

Public speaking means getting up in from of people and presenting something.

That something, or worse still, you is being evaluated by the audience.

If they like it, then that something or you are accepted.

If they don’t like it, then that something or you are is rejected.

It’s safe to say that the fear of public speaking is the fear of rejection.

I’ll say it again…

PEOPLE HATE REJECTION.

But the thing is, in marketing and sales, not just the strict sense that is marketing and selling any product, service or solution, but in the broad sense of marketing and selling sponsorship, partnerships, romantic relationships, jobs, customers, ambassadors, yourself and so on.

People are then passive aggressive as they don’t know how to be assertive.

This comes from a fear of rejection.

Most people fear to be upfront about what they want and need, because of potential rejection.

Yet ironically, rejection is a positive thing, it reveals incompatibility really fast.

Here it is: rejection saves all parties involved time.

It acts as a way to segment suspects into alignment.

In other words, qualified.

Are they unaligned with what you are marketing and selling?

Are they aligned with what you are marketing and selling?

If it is former, they were never going to buy as they have no need.

If it is latter, they are open to buying as they have a need.

Basically, you are looking for a big enough servable market.

Let’s have a quick look at an example, in this case, a health product…

You ask someone “Do you want to be healthier?”

And they respond “No.”

For all intents and purposes, they have rejected you or what you were hopefully trying to sell.

No matter, how much begging, pleasing, over-selling or sales tricks you try on them, they will keep saying no and start to resent you.

Whether you know it or like it or not, here you are proactively trying to segment suspects into alignment.

A more subtle version is simply putting brand communication out into the market, say via marketing and sales content.

This time, you are not directly asking someone “Do you want to be healthier?”

But you are still, trying to segment suspects into alignment.

People that are not interested will not respond.

Again, for all intents and purposes, they have rejected you or what you were hopefully trying to sell, in an indirect way.

If George Clooney asked a woman out, she’d drop and cancel everything to go on it.

If they are not responding, they simply are not interested.

I have mentioned that rejection is based on lack of need.

But something people are just nasty in how they reject you.

Maybe they are rude to you; maybe they call you nasty names, maybe they ignore you, maybe they threaten you or your family (trust me I have had a cold-called for charity, and I have heard everything!)

People take rejection personally and usually make it mean that there is something wrong with themselves at a core level.

This is utter nonsense.

Except if you did something truly heinous, the rejection is not about you personally and has no reflection on your identity or who you are.

Seriously.

They don’t know you.

At this stage, they don’t know you on a deep level, so they are only rejecting the context or the image of you by association in their mind.

For example, you’re wearing a red jumper, and their high school bully also wore the same red jumper.

They only have a small amount of data to make a choice on, and they certainly haven’t had time to get to know you as a person.

Based on this small amount of data, they are not rejecting you, but their perception concept or story of you.

However, if one person says you have a tail, they are probably insane, because obviously, humans do not have tails.

However, if 100 people say you have a tail, they are probably right, and you better turn around and see if it’s true, as they may be on to something!

What does this all mean?

It means based on the small amount of data you have given them, they have run it pass all of the rules and situations and experience they have had in the past that are similar and made a snap judgment about this current situation in relation to their past.

Malcolm Gladwell talks about this in his book Blink.

They are relating you to their past experience.

You have never communicated with them, so the rejection cannot be about you as a person.

If you don’t have positive signs from people, then they are unlikely to be emotionally willing to talk to you – you have no idea why, so don’t read it as a rejection.

According to Maslow’s Hierarchy of Needs, humans desire to be self-actualized by being connected to things that are important to them.

Further, after physiological and safety needs, humans naturally want to be connected and deepen relationships with others.

So if you are being “rejected” or your communication isn’t working, it could be because of their emotional state.

Most people’s emotional willingness drops due to basic physiological factors such as:

They are tired;
They are hungry;
They are cold;
Etc.

They are not normally emotionally unwilling, but for those factors.

Beyond those, emotional unwillingness could be due to unusual circumstances such as:

Their cat died;
They lost their job;
They broke up with their partner;
Etc.

Or it could be that they are responding to their context of you, not actually you.

Their context of you is how you appear to them based on their past experience.

Most people’s context of a stove top is that it is hot and will burn them, even if the stove is off and physically cannot burn them.

At this stage, they don’t know you on a deep level, so they are only rejecting the context or the image of you by association in their mind.

For example, you’re wearing a red jumper, and their high school bully also wore the same red jumper.

A rejection, in other words, mean you cannot progress further in trust building, means that the person who is rejecting you is uncomfortable in deepening the relationship based on:

Them not having enough information; or
You communicating at a level of rapport that hasn’t been established yet (as per the previous “let’s get married” example.)

But if you are still being rejected or your communication isn’t working, it could be because of their emotional state…

On top of that past experience, you have no idea what situation they are currently going through.

Did they get a cancer diagnosis?

Did their cat die?

Did they lose their job?

There are so many other, legitimate and plausible factors to why they are rejecting you.

And unless you ask them directly (you may not get a straight answer then, because people lie to protect people feels or they are simply unaware or not confident to say so), you will never know the true meaning behind the rejection.

And even if you did, who cares, it doesn’t change the fact that they are still not aligned or qualified.

So there is no point, spending precious emotions energy and time dwelling on the reason.

This is not narrow either!

It applies ANYTIME you directly or indirect, proactively or passively ask something of someone.

My modus operandi is as follows: “Reject me quickly, so we do not waste both our time!”

I want to spend my time, money and effort on people that are aligned and qualified with what I am marketing and selling, as I know that is the best use of those resources.

Imagine if you follow this simple rule how much time, money and effort you would save.

This means that marketing and sales are a numbers game.

This means you can’t align and qualify them all.

This is because you are interacting with other humans.

And humans are complicated and complex, and this means you do not have 100% control over the outcome.

Attrition rates as you move down the marketing and sales funnel.

It’s also very hard for you to know where they are at.

Yes, you can ask, but unless you have a lot of rapport and trust, then it’s unlikely you will get the truth.

“Maybe,” “No,” “No, not right now,” “I don’t know” etc. are all better than ignoring communication.

But again, ignoring communication reveals incompatibility really quickly (if that’s a core value.)

No may only mean no for now, not no forever.

It means “no, until I have a need.”

How To Sell At Exhibition Stands

Orren Prunckun — Thu, 09 Aug 2018 03:20:38 +0000

Most people aren’t a good fit for you…

Every time I go to the supermarket to buy groceries, there is a stall out front trying to get money out of my wallet.

Unlike most people, I DON’T avoid them.

I let them pitch me to see how good they are at convincing me to take my hard earned cash out of my pocket and give it to them.

100% of the time they fail.

Most of the time they metaphorically ask me to marry them (buy their stuff) after a 30-second date.

They launch into what the product is.

It’s all about them.

It’s not about me or my pains or my wanted gains.

That’s high risk and high commitment for me based on a 30-second pitch.

Let’s face it; it’s not their fault they are terrible sellers (which BTW makes me question who hired their marketing and sales managers or whoever created their marketing and sales pipeline, scripts and offers etc.)

I then proceed to tell them how they could have sold me and then walk away (because I’m not qualified.)

Let’s look at a gym example…

Them: “Hey do you want to sign up to…”

Prospect: “No” and keeps walking.

That’s a hard and frustrating game to play!

A better way is like this:

Them: “Hey those avocados look delicious. How much are they?”

Prospect: “$4 each.”

Them: “It looks like you are into healthy eating. Is that correct??

Prospect: “Yeah I guess so…”

Them: “Does that mean you are also into fitness?”

Regardless of how they answer this question, they have determined if that prospect is qualified or not.

They can then pitch or tell them they are not a good fit and move on.

It’s never that easy because they and the rest of the stalls for the last 50 years have framed themselves into the “annoying stall sellers” category for eternity.

The problem with the stalls are they are full of marketing material and silly branded banners which makes people walk as far away from them as possible, avoid eye contact and bee-line to the supermarket entrance.

You know you do it!

So, an even better way that has worked wonders is getting rid of the marketing material and silly branded banners to start with.

Then, add the following to the conversation above:

Them: “Hey would you like a free apple?”

This breaks the pattern of “taking” and moves into “giving” and a whole raft of other psychological buying shifts in prospects.

Alas, each time I go back to the supermarket, stalls haven’t heeded the advice because “it costs too much.”

So short-sighted.

It’s called a “Loss Leader” for a reason…

Because it works in getting people hard earned cash out of their pocket and give it to them.

Now beyond this, a kiosk could be experiential, where the mere presence of the kiosk takes care of Initiating Outreach and the qualifier.

$1 Offers: How To Create An Effective Trip Wire

Orren Prunckun — Thu, 09 Aug 2018 03:10:59 +0000

Every time I drive past Hungry Jacks I see similar ads and offers to the following:

$1 Small Coffee; or
$1 Medium Thick Cut Chips;
And so on…

At first sight, you may wonder why Hungry Jacks offer this?

$1 Coffee?!

$1 Fires?!

How on earth could they make any profit off these?!

They don’t.

And Hungry Jacks knows this and that’s the point.

But you may be asking why would Hungry Jacks not want to make profit…

…Isn’t that the purpose of being in business?

Yes it is, but it’s the ultimate purpose.

Not the purpose of these offers.

Or any offer at the start of a pipeline.

The purpose of these offers is to convert a prospects (a prospect is someone who hasn’t purchased yet) into customers (someone who has purchased already.)

This offer is called a Tripwire Offer.

Or a Low Priced Offer.

A Tripwire is a wire stretched close to the ground that work as a trap, explosion, or alarm when it is disturbed and is aimed at detecting or preventing people or animals entering an area.

Used in a marketing and sales context, it is an offer (like the examples) that work as a trigger when purchased, to detect when a person moves from a prospect to a customer.

This is about sales and converting leads to paying customers.

At this point, prospects have now become customers.

This is a very powerful buying psychological decision.

If you recall back to the “few ways to market and sell” I mentioned at the start of the guide, this means they are more likely to buy higher-priced offers (such as Main Offers and Profit Offers), more often.

This is also called a Loss Leader.

A Loss Leader is defined as a product sold at a loss to attract customers.

Smart marketers will also price their low priced offer at the same price it costs them to acquire traffic in the first place.

I refer this strategy as a “Self-Paying Offer.”

For example, if it costs you $10 to acquire traffic and convert that traffic to customers via a low priced offer, then you should aim to price your low priced offer at $10 as well, to make it cost neutral.

This means you can buy as many customers as you can find dollars to pay for them, without being at a loss.

The Low Priced Offer then becomes a Loss Leader, and you build up a list of customers for free, even if you have made no profit at this stage.

This is much more beneficial than just having a list of prospects.

The Tripwire acts both as an incentive to come into the shop, but also to buy.

Hungry Jacks could have just used a Gated or free offer which would have just got a prospect to come in and redeem it and be less likely to buy and up sell.

So Hungry Jacks uses a Tripwire to do both things in one offer.

Hungry Jacks actually makes all their profit on the drinks and the upselling of drinks.

When you think about it, what is Coke made up of?

Sugar;
Water;
Flavouring; and
A shit-load of profit!

The first three all being very cheap to produce.

So here are some other examples of Tripwires:

In person – Apple;
B2B – article;
B2C – physical digital product;
Free plus shipping;
And so on…

So you may be asking, “how do you create an effective Tripwire?”

It’s simple…

You take your full featured product in your Main Offer.

In Hungry Jacks’ case a Large Meal of burger, drink and fries.

Then you take one of those item, which is ideally:

Low cost;
Low profit margin/mark-up;
Scaleable delivery; and
High perceived value.

And offer it for a nominal, yet really attractive price, like $1.

For example you’d offer the burger or fries for $1, as they did in the example before.

The price need to be relative, as you probably wouldn’t offer a $10,000 Main Offer’s tripwire for a $1, but you may.

It’s all contextual and specific examples are beyond the scope of this guide.

Incidentally, this is a very similar process of how you create an effective Free Offer too.

How To Change People’s Minds

Orren Prunckun — Sun, 17 Dec 2017 22:30:10 +0000

Approximate read time: 4 minutes

It’s really hard for someone to change their mind.

And if you do, you run the risk of buyer’s remorse because they will think they have been duped.

Partly due to the Commitment and Consistency effect in psychology.

When people make a commitment, they act and think in ways that are consistent with that.

For example, if someone thinks kink is wrong, they will act and think in ways that are consistent with that.

The other part is that the way people think and act has served them well all their life.

People have their strong suits and winning formulas for a reason.

Think about it this way; they wouldn’t have survived if they thought and acted differently than they have done.

Although there are some ways that can help change people’s mind.

The first is crucible style events.

A crucible event is “a situation of severe trial, or in which different elements interact, leading to the creation of something new.”

That something new is a new belief.

Beliefs create thoughts.

Thoughts create emotions.

Emotions create decisions.

Decisions create actions.

Actions create results.

Getting cancer is crucible event.

Getting dumped by the love of your life is a crucible event.

Losing your life savings is a crucible event.

And so on…

What these situations do is drastically change one’s perspective.

We see the world one way.

Then a situation of severe trial comes along.

Then we see the world another way that is different than before.

In a new way.

A new belief.

You can replicate crucible events for people, without the tragedy:

Humans are motivated primarily to move towards pleasure and away from pain or both.

You need to know what this pleasure or pain is.

Next, you need to show that person what they are doing is not moving towards pleasure or away from pain or both.

Albert Einstein’s definition of insanity is relevant here: “doing the same thing over and over again and expecting different results.

Next, you need to show that person a new approach is needed.

Due to opportunity cost, people only switch approaches if it is faster or easier.

Speed or automation.

In the simplest form, money, time and effort are really the only currencies we have.

You then need to show them this faster, or easier way will move towards pleasure and away from pain or both.

This all requires a deep level of trust and your genuine investment helping them, for them, not for your benefit.

And of course, trust is “confidence placed in a person from the building of rapport by saying what you will do and then doing what you said,” or saying what you will not do and then not doing what you said.

But how do you get there?

Trust is built through the mutual exchange of:

Emotional Willingness;
Polite Conversation;
Facts & Information;
Compliments;
Commonalities;
Ideas & Opinions;
Feelings & Emotions; and
Authenticity & Congruence.

The later elements can’t be done without the former ones.

And you can’t skip any of them with someone new, but once you have established one of them, you can skip right back to that point.

When trust is present, there is rapport.

Rapport being a close relationship.

And a lot of the time, you just can’t change people, but you can CHANGE (swap) people, by screening for alignment at the start.

The Things You Own End Up Owning You

Orren Prunckun — Wed, 13 Dec 2017 22:30:16 +0000

Approximate read time: 1 minute

Getting buy-in is super important.

The choice is picking between possibilities.

As in chocolate or vanilla.

A decision is a resolution based on reasoning.

As in I won’t touch the hot stove because I was burnt in the past.

And ownership is the something that belongs to a person.

So, if you choose to buy a car (the car doesn’t magically pay for itself and end up in your driveway), this means the car doesn’t choose you.

You chose it, therefore the car belongs to you, and you own it.

Then by the same logic…

If a stray cat chooses to cohabit with you (the cat keeps turning up at your house each day), this means you don’t choose the cat.

The cat chose you, therefore you belong to the cat, and the cat owns you.

Right?

You cannot take what has not been handed over.

The only power you have is to put yourself, who you are and what you want out to the world and see who responds to that in kind.

Then find the ones from that group you also like.