Podcast – Orren Prunckun

Orren Prunckun’s Marketing & Sales Q&A – Episode 5: How to sell your product in a competitive market

Orren Prunckun — Mon, 20 May 2019 05:16:35 +0000

In this episode you’ll hear me answer a question about how to sell your product in a competitive market.

So, listen here as I discuss this!

To be featured, first go to http://speakpipe.com/orren and record your number #1 marketing or sales question as an audio file.

Then click send and I will answer it for you for FREE!

Transcript:

Question

Hi my name is Deb and I’m a self producing musician on the fringe circuit as each year the festivals get bigger it’s becoming harder for the smaller independent acts to cut through and compete with the big budget corporate acts in addition to this I’m aware of the massive eco footprint festivals creates so I’m trying to do my bit for the environment by cutting down on flyers and posters without the budget for a publicist aside from Facebook advertising what are some other best value for money unique ways you would use to sell your show in a competitive market.

Answer

Hello Debra this is an awesome question I really like this because I have spent a lot of time in bands and DJing emceeing and Club promoting over the years and I love this stuff so it’s really um what I’m gonna give you is hopefully super relevant to you so if I was in your shoes I’d do all of the following right so I commend you for jumping out there and doing paid Facebook ads think about Facebook Ads anything you spend I want you to be breaking even I want you to be self liquidating that so any dollar you put in I want you to be getting $1 out I don’t want you to be spending money without actually covering your cost of that ad you may be thinking or why would you want to do that you’re not making any profit all of your profits should be made on back-end for through multiple performances and getting people to come along again and again to what you’re doing and bringing their friends so if you’re gonna be doing Facebook ads make sure every dollar you put in you’re getting at least one dollar back even if you’re just covering the costs of your ads you’ll make all of your profit elsewhere and through performances because people go and see bands over and over and over again and musicians time and time again because they just love what they do in terms of getting cut through I totally agree with you the number one thing is you have to be polarizing there are going to be people that love you and if there are people that love you there are also gonna be people that hate you the only way you want to get cut through is by putting a stake in the ground and saying this is who I am and this is what I stand for and this is the type of thing that I produce now on that if you’re being polarizing it’s a really good qualifier you’re getting people to raise their hand and say yes I’m in and I mean about your music and also by default you’re disqualifying people and getting them to say they’re not a fan of what you’re doing and that is totally okay the more polarizing you can be the better agree with you with the being eco-friendly for sure and you know just beyond the environmental factors that come into that I think flies are really dumb you know we’re coming into a federal election here in Australia and I sealed the core flutes and all the core flutes are the same thing huge waste in terms of hobbies but they don’t actually do anything like no one makes a buying decision by looking at someone’s mug on a quad flute on a light pole no one makes a buying decision based on that yeah it’s a good memory reminder but that’s you know a whole other branding issue around memory reminders and why you have branding to start with so I’m not going to go into that but what I would be doing what a sir let me just go back a step with pliers most people at you know you mentioned the fringe in other festivals most people with flyers they’re just going around and everyone’s saying that they’re just handing out flyers to people in hopes that they’ll come to their show and there’s you know a little bit of a conversation that happens but not too much but people take the flour away and the users throw them out and that’s the concern that you’ve got right what with flyers what they’re trying to do is the same thing as politicians with the core foods they’re just trying to go from you know frozen or cold all the way there like boiling him you know they’re just trying to take a bit of ice and get it to 100 degrees Celsius second you try and sell someone on a bit of paper that’s a five like you have to be the best sales person in the world to be able to do that and you just don’t have the capacity through that modality or medium to do it so what I would be doing and the main concern people have is when you know you’re offering something to them is de-risk it it’s like I don’t know you I don’t like you I don’t trust you how can you do risk this buying decision for me so if I go to your show and it doesn’t pan out to be what you promised I’ve lost with this money and time and all these other opportunity costs so what I would be doing is flipping it on its head instead of giving something like a flyer to someone I would be getting something from them that I could follow up follow up with them so this is like the same thing with business cards right but I don’t carry around business cards because if I give a business card to someone it’s just going to go into the drawer into the bin and they’re just gonna totally forget about it if I take a business card from someone that means I am in control of the conversation I can follow up with that person so what I’m getting going at getting at is you to do the same thing is collect something from them cut their business card not literally collect their business card but collect their contact details in some way and I would be doing that as an incentive okay give me your contact details so I can follow up with you but in exchange for that what I’m gonna do is give you an mp3 player and some headphones with my music on it so you can go out and listen to me and you can do it in the comfort of your own home there is zero risk the other risk is you’ve given me your contact details and if you like it you will enjoy the you were welcome in the contact that I have inviting you to my show that’s gonna be a paid show or I would do the same thing is I would burn something to a CD give CDs out in exchange for contact details at these festivals same goes I know you’ve got a little bit of recorded video of the performances you do or maybe that’s an assumption but if you do a DVD or put that recorded video on a USB with you know in exchange for those contact days or so that kind of builds into the next thing is now you’ve got their contact details you’ve got their business card right and they’ve already taken zero risk and listen to your music and if you reach out to them and say I’ve got a show coming up we’d like to come along it’s paid so I’m twenty bucks the amount of conversion to get through that is far higher than anything that you’ve done with a flyer and already not you and they’re like probably like you and then it’s the buying decisions made much simpler for them what I would also be doing is looking at you so you mentioned a publicist I’m not sure if you’re doing that currently but anything to do with PR and publicity you really need to get a really strong hook or angle that makes you different and where I’m going with this is there’s a guy and I’m Rob Lee gonna give a whole bunch of examples in the hip hop rap kind of urban speakers I’m sort of into that as well as heavy metal but this guy may be slim Jesus was a kid I don’t remember how old he was about 12 years old but he was a white kid from Southern America and he call himself slim Jesus who’s doing like gangsta rap right so he’s angle and a blow up his song I remember his song was but it was just going everywhere was who’s this white kid young guy doing gangsta rap and he called himself slimming Jesus right so everything about that is unique and really interesting and meaning just jumped on it and really promoted him so I’m back just a memory on my iPhone but what I’ll be doing and I’m gonna get back to angle was just in a second but the other thing I would be doing would be turning competitors in to partners so there’s a lot of other people within festivals competing for the same attention the same sorts of people so I’ve gone back to that angle and seeing what you do as being seeing what you do that is unique or different and using that to differentiate yourselves yourself from others so yep there are other people doing you know similar musical acts then as you go how can you differentiate yourself rather than competing with other performers but turn them into partners to me that you compliment them or compliment you with and as soon as you are complimenting each other you’re not by definition competing and those partners sir those competitors them turn into partners especially promotional partners to help you get your message out to similar different cohorts like you just look at the need of theirs look at something like cooking right there people that are into cooking and they buy lots of different cooking books like I’m into books right you can see behind me like I don’t just have one book on one topic I have multiple books on multiple topics so just because someone is competing in the same sphere as you as long as you’ve got something different a different book that has different content different music it has different content people are going to go buy it they’re not actually in competition and your competition can see that you’re not directly doing the same thing as them or the same genre as then I’m providing something similar they’ll be more than happy to go out and promote for you the other thing is doing collaborations with different with different genres so we’re not even talking about competition to Ana competition to partners but different musical acts that are doing different genres and how can you actually go out and compliment each other they have access to a different certain cohort you have access to another cohort that’s quite different how can you combine what you both through into one thing and cross-promote each other that way so the example I’m thinking of is t-pain did a collaboration with tell us with like you know you’ve got that hip-hop with you know pot and they’ve got two different audiences they did a collaboration together and they opened each other’s music to different cohorts and helped promote each other in terms of that what else I would be giving away in my own music to anyone and everyone that needs music look at podcast like this right I have some intro music as mattre music I would be going to every different podcast or youtuber that has a very similar demographic of who you want to target and I’d just be giving my music away for free at the front and start or in the middle of their podcast to get your name out there same thing with tick tock if you’re not familiar with the app tick-tock this thing is blowing up and it’s super addictive it’s all music based so people are doing things to a back of backing of music so I just should be trying to get your music out there now in terms of other distribution firehoses in terms of meaning there are there are technologies out there that just already have cohorts people I would be just submitting all of my music to our YouTube SoundCloud BitTorrent who else Spotify has people I’d be submitting all of my music to those platforms I’m just getting everything out there the other thing with that is just stopping precious about how much you produce I’ve been British pretty true sorry producing so many different things that you can get out into the marketplace the thing is if no one sees sorry no one to see here’s it doesn’t really matter it’s only the big wings that matter if you are putting out a whole lot of music they example I’m trying to give here is people another urban and rap artist hey years put out he was prolific he’s put out so much stuff and a lot of the stuff wasn’t good but a lot of the stuff people didn’t hear but was only the stuff that was really good that got picked up by the mainstream and got promoted that way and he got quite a few picked up that way because it was just producing so much stuff but that quite a lot of the mainstream population don’t actually know all of the stuff that produce because not all of it was hits and just went under the radar and got kind of lost into obscurity the other thing just on this is with all this distribution firehoses those talking about like Spotify and YouTube and BitTorrent and SoundCloud is that they’re already artists out there that are producing on those platforms not sure if you really want to try this out but a guy named Soulja Boy you may have remembered him from maybe about 10 years ago so he what he used to do was um who would upload his music but with the names of other artists in his genre so he would just say whoever he knows a big ass at the time he would just you know rename his tracks the same tracks as them and then people were just going searching for those tracks and then they would come across this other track that was a soldier boy track another are this is not what I was listening for but some of them found it was a good thing others and probably the majority of them didn’t think it was a good thing and just like exited out and got all mad and so on but the ones that did like what listened to the ends and they’d be like oh this is cool and then at the very end you’d have you’d have information to go and find out more about you so even though I said a lot of people get annoyed with that Soulja Boy actually attributes a lot his initial success to that strategy so I’m not sure if you want to try that out but that’s another thing that might be um might be useful so I think that’s all I’ve got off the top of my head that you’d be worth you going out and at least considering if not trying to get your word out without having to rely on flyers not having to rely on a publicist although I did mention some of that and also not relying on Facebook but I did mention what I think you should be doing around those three things if you want to follow up with the Flyers publicists and/or Facebook but I gave you a whole bunch of other stuff that I think will help you a lot but the main thing is don’t try to sell people that don’t want to be sold take them through it my customer journey make sure they grab their contact details you can follow up because of what if your revenue will come from later purchases down the track so I’d love you to go try all of this stuff out love you too let me know how you go with it and I’m really excited to hear from you.

Orren Prunckun’s Marketing & Sales Q&A – Episode 4: How to get a product out to partners & consumers

Orren Prunckun — Mon, 20 May 2019 05:16:26 +0000

In this episode you’ll hear me answer a question about creative ways to get a product out to partners and consumers.

So, listen here as I discuss this!

To be featured, first go to http://speakpipe.com/orren and record your number #1 marketing or sales question as an audio file.

Then click send and I will answer it for you for FREE!

Transcript:

Hey Orren it’s Dragos, best of luck with a podcast it sounds really exciting and I’ve got a marketing question that I’m hoping you can help with we’ve recently started signature board games and we’ve pretty much finished that first game called flip and fish well we’ve decided to do is do a small print run instead of doing a Kickstarter or something like that because we’ve got really good feedback from people who are basically saying we want to buy this right now we want to take advantage of that and sell a few a few copies and then reinvest that that back in the business and possibly later on Kickstarter etc later on so the question is once we print out press batch which will be about 500 what’s the most creative or what are some ideas for us to marketers either to shops or to clients in a creative way to try and get them out there considering it’s a very crowded market and new designers with one game usually have a hard time getting noticed yeah any thoughts comments feedback would be much appreciated it was thought about things like partnering up that side of the industry but yeah any anything else yeah?

Answer

Hello that is a great question and I just want to congratulate you and applaud you have been following your journey I think what you’ve done and how to take an action on this is phenomenal and also in that you go in a small print run especially for a physical product is an amazing strategy without you know going out and spending thousands of dollars and tons of your time and betting the farm in case this thing does or does not work so doing a really small one rania is a really fantastic strategy so big Pats on back for that so I’m gonna tell you a question with two different ways I’m going to talk about what you’re selling and then how you are selling it so I really want you to think about what it is that you are selling now you’re going to a market where there are plenty of players and plenty of competing products now that’s not a bad thing because consumers love what you’re doing and you know the industry has been around for a really long time but which also which means that people are interested in purchasing what you have to offer but because there’s so much noise out there I really want you to think about how you’re going to position yourself amongst all of the competitors what is it that you do or what is it that your product does that stands out from everyone else now in the PR and the publicity game this is called a news anchor or certainly another news anchor a publicity angle or a PR angle so what is that that’s going to jump out and hook people’s attention because you are unique or different or better or faster than all of the other things that are on the market now yeah the product will solve that but you have to break through all of the noise that’s out there so what is it that you’re yes it is a board game but what is that that people are going to get out of it but also what is the thing that is going to grab their attention now in terms of how you’re selling I want you to go back to the cause I recorded about the fair value line and also how McDonald’s acquires customers and makes a profit and I want you to apply those two different ideas to what you’re currently doing now cards against humanity’ does this in an interesting way and that’s the only thing that’s coming to my mind on the spot is that they do expansion packs for all of their cards so you come in and buy the game and you have a fantastic time and you know usually board games are just a once-off purchase whereas cards against humanity’ they go out and do an expansion pack and I think and I understand this multiple expansion packs so they’re making a little bit more money from the beyond the initial product they’re also providing value for that now I look at all the board games that you know I’ve played as kids and played as kids and currently play we’ve got quite a few board games at the big check that I go to and these things have been you know made back in the 70s so it was a once-off purchase and we’re just getting a ton of value out of that however you know you can go along and create more value than just the once off purchase by creating the equivalent of what might be an expansion pack the cards for cards gates I’m Jana humanity so I really want to think about that in terms of what you’re selling now in terms sorry in terms of how you’re selling it so you’ve had a look at like the fair value line and how McDonald’s acquires their customers we’ve got that kind of framework of strategy of different products of different price points at different times through that customer journey I also want you to think about what the sales message of communication or the language that you’re using for each of those stages now they should come or be distilled or cascaded down from what you are talking about in terms of how differentiating yourself and how you positioning yourself in the market so all that communication of each of those different stages within that product during come from how you are different and then finally once you’ve got the stages and then you’ve got what the messaging is think about how you can go about acquiring customers now I did speak to that briefly in one of the other calls around paid earned in own media so on the paid and earn side I want you to think about all of the different ways you can pay for attention and also have all of the different ways that you can go and earn attention but not just spend all of your time doing that seeing how you convert can convert that into owned media waste you capture all of that payout all of that money you spend them all that time you spent you’ve capture that into an asset that you can communicate that sales message to all of those prospects and customers as they go through that customer journey and thereby something you know a small price point that they get a small amount of value and then you know the equivalent of the expansion packs as they go on so now in terms of partners and how you can go about creating partnerships the first stage is actually going out and finding as many partners as you can that I related to you but not direct competitors now these are going to be distributors for you so this shouldn’t be a really difficult task that was going out and finding that out about who all those distributors are both online and offline and then once you’ve done that once you’ve found those distributors what is it that they want or what is it that they are motivated by and really finding out that and doing some exploration to what they want and then being able to go out and then provide that for them so going on helping them get whatever they want just before you go out and ask them to promote your game so those four stages are really, really important to go out and find partners that are going to be behind your course and be able to go out and promote what you’re doing so I really hope that helps try it out let me know what happens and thanks your question.

Orren Prunckun’s Marketing & Sales Q&A – Episode 3: How to reduce your paid media costs

Orren Prunckun — Mon, 20 May 2019 05:16:19 +0000

In this episode you’ll hear me a question about how to reduce your paid media costs.

So, listen here as I discuss this!

To be featured, first go to http://speakpipe.com/orren and record your number #1 marketing or sales question as an audio file.

Then click send and I will answer it for you for FREE!

Transcript:

Question

Hello. I currently advertise and promote my business in many different ways for example my own website on OTAs and Facebook etc and to add or support this mix I also have adverts on Google AdWords whilst there is little doubt that their effectiveness is anything from fairly good to very good they are also very expensive especially when you take into account the cost of the company managing them as well is there some other way to achieve the same or similar results without the expense?

Answer

Fantastic question. so what I want you to do is listen to my answer I just gave to one of the previous calls about McDonald’s and how they acquire customers for breakeven or just a tiny bit of profit and then they upsell to make profit on the back end so really what this is comes down to an economic term called the fair value line so the fair value line is the amount value that you are offering is in proportion to the amount of money we are charging so if you’re offering a ton of value to customers the related price point for that is obviously very high if you’re not offering a ton of value to customer then obviously the price point in relation to that is a little bit lower so what I want you to think about is all the possible things that you could offer this customer that’s coming in now they’re obviously buying a product from you and they’re you’re spending some money on paid media and also someone to manage that process so there’s a total cost view now I really want you to think about what that cost is and all the other products that that person could buy from me so and I’m really just talking about every single product that could help them get the result that they want now I’m not sure exactly which business you’re currently in but I want you to get over to paper and just write down everything that could possibly help them get the result that they want not just the product that you’re currently selling them then I want you to plot that on a fair value line so on one of the axes so as to say the y-axis is how much value of providing them and on the x-axis they related cost that and I want you to plot all of those different things that you could possibly offer them to help them either in terms of speed or automation to get that result and plot on that line and see where it all comes out so then what I want you to do is your very, very expensive the most expensive thing that you could offer them and obviously that’s the probably going to be the most valuable thing I want you to then start splintering or skimming off other components of that getting down to something that’s a little bit more cheaper and hopefully that’s where you align your current offering so basically what I want you to be doing is thinking about getting that person that customer in at cost or maybe as a slight loss as a loss leader or just a slight profit and then once they’re in as a customer then up selling them to hire more valuable products that have a higher price point that way you can spend a lot of money acquiring that customer even though you’re not going to make money off it initially just like you know McDonald’s or Hungry Jack’s does and then upselling them and making your profit there now this takes a bit of creativity of all the types of things that could help them get that result but I really want you to think about all of those things that will help them the other thing is I want you to think about diversifying how you’re actually getting your customers now in your call you said you had like you had Facebook ads and sorry big department Google ads and you’re spending a lot of money on pay advertising and someone to go about managing that process so there are a few different ways that you can communicate with customers and prospects one of those is paid media so paid media is something that you don’t own but you actually control it you so for example Google AdWords Google owns that network but you control it by paying for it the other way you can go about getting customers and prospects is through earned media so you don’t own it nor do you control it so really good examples that this Dalek pub PR and publicity and also having the rank on Google so you don’t actually own any of those and you don’t actually control how and when you show up it’s all earned and then finally you’ve got your own media so all of the things that you control and you also own so like you mentioned your website but also communication channels like email and phone and text and messenger and all these digital communication platforms so I want you to be thinking about how you can move away from paid media into earned media and then those stories – paid and earn how can you drive them towards owned media so you’re spending money with paid media and you’re spending time and effort with earned media how can you capture although that attention and then put it into your own assets the ones that you earn and the control in your own media and then start communicating with people even before they become customers – at the prospect stage how you can communicate with them so they become customers without actually having to spend any more money and in addition to that once you’ve already captured them as your own media how can you source them again and again so hopefully those two things about really thinking about where you sit in the fair value line and how what you are currently spending can be an entry level solution or product or service and then once you’ve got them converted in from a customer sorry from a prospect into a customer how can you then upsell them and help them get whatever they’re trying to get faster cheaper with more speed or whatever adjectives they want and also make them more cost effective but then also diversifying how you’re getting those customers in terms of thinking about paid earned and owned media and pushing the forum by the former – into the ladder so you’re not actually spending a lot of money in the long run so hopefully that answers your question and helps and try it out let me know what happens and see how you do.

Orren Prunckun’s Marketing & Sales Q&A – Episode 2: The 5 things you should have in a marketing plan

Orren Prunckun — Mon, 20 May 2019 05:16:11 +0000

In this episode you’ll hear me answer a question about the 5 things you should have in a marketing plan.

So, listen here as I discuss this!

To be featured, first go to http://speakpipe.com/orren and record your number #1 marketing or sales question as an audio file.

Then click send and I will answer it for you for FREE!

Transcript:

Question

Hi Orren Michelle here having a sales and marketing plan and budget is clearly important when starting out what would be your top five must dues or must-haves in that plan for a start-up in Adelaide?

Answer

That’s a great question so I’m just assuming based on what you’ve given me that you are a startup that is pre-revenue not actually making any money someone couldn’t take that as the assumption for your question so the one thing that I’ll be checking yes sorry I’d be looking at currently with that position is I would be concentrating on a business model rather than a business plan and basing this on all of the work done by Steve Blank so in the lean startup and startups really are searching to find a correct business model and then companies then trying to execute on that business model and companies the ones that are creating plants and from all my experience that work with startups over probably the last five six seven years now is that a lot of them have gone in with a lot of thinking around what a plan is and I should just really be looking at a higher level model so I’m really gonna start kind of with that assumption and what I would do is break it into two sub categories of what are you selling and how are you selling it so in terms of what are you selling I’ll be looking at what places like McDonald’s and Hungry Jacks do so there’s kind of a infamous case study that floats around the internet that costs and I’m not going to get the figures right but a cost McDonald’s let’s say $1 to acquire a customer and what a customer does it does is they come in and they purchase this dollar product usually a burger and you can see you know particularly in Australia Hungry Jack’s does all the time you notice every time you go past 200 Jack’s they’re gonna have a big banner ad out the front of their physical locations just saying you know $1.00 those or whatever so they’ve got these $1 offers to entice you to come in and then when you come in you spend the dollar but they basically make no profit off that and then what they do and if you notice they’re like especially Hungry Jack’s to say would you like that in a meal so they try it up solely to the meal and then next minute you know you’ve got chips and you’ve got a coke and if there’s someone sitting next to you they’ve got a meal and then you’ve got the family meal and you’ve got dessert and then you drive out forty dollars later so they make all of their money in their profit particularly after that initial sale so I’d really be concentrating on what you offer in terms of things like that so what are your upsells from what you are initially selling you’ll probably only find that by going and actually out and talking to real people and seeing where they currently are in life so what the goals are to get from where they’re currently up to something in the future and also that kind of pain point or that need where they’re currently out and then finally in the future what are some of those fears if they don’t actually get that and what are some of the dreams if they do so you’ve kind of got if you’re picturing an axis of the timeline going on the x-axis and then on the y-axis you’ve got positive and negative you’ve got kind of four quadrants and be really worth going out and talking to who your customers are I’m working out whether I currently what my future looks like both in terms of positive and negative and you’re gonna really find out what they want now in terms of what you’re selling again I would also be looking at that progression in a logical order so when they purchased the burger what’s the next thing that they want and you kind of want to have chips because they’re delicious and then you don’t have a drink to wash it all down and then once you’ve had that you’ll want to finish it off with a dessert like this is nothing new you know if you look at potato is half the world has moved on potatoes because they’re super cheap you know Russia USSR living on you know millions of people living on potatoes you look at a soft drink all it is literally water, flavouring, sugar and then just a ton of profit in there so just looking at what that logical progression is to get whatever that person a once now currently and whatever they want in the future and how can you speed that up or automate it or make getting that desire result much quicker or with less effort in terms of how you’re going to be sewing and how you communicate that the main thing I really want you to think about is what is your hook or how are you different than everyone else at a marketplace so a really great book called the blue ocean strategy is really about creating a blue ocean in an ocean full of competitors were all the shark eating all of the fish so having thoughts about who you competitor desert sort of competitors are what they are offering and positioning yourself different to what they are putting out to the marketplace so really having a look at we competitors doing and competition is fine in my opinion it means that people have a need in people of wine but differentiating yourself from those people but also when you differentiate them make sure that there is a clear line in people’s minds what you offer compared to what they offer so the next thing I would be looking at is the customer journey so really smart guy named Eugene Schwartz wrote a book breakthrough advertising and in the breakthrough advertising book and came up with a model called the market awareness model and it goes through five stages go through someone being unaware that they have a problem then becoming aware that they have a problem then the third step is once they’re aware that they have a problem being aware there are actually solutions out there to create the change and then for stepping now that they know there are solutions and obviously hopefully one of those solutions is yours they become aware of that solution and they become product aware particularly of your solution and then once they become product aware and I like your solution and they become most aware because they’ve got the solution and they’re most aware of how it works because elves the consuming it or using it so within that model you can’t really go to most aware from unaware there’s who accept exceptions or examples where you can do that but a lot of people before they actually buy from you they’ve got to you know that I have a problem they need to know you can solve it they need to like you and then once they’d like you they really need to trust you and then when all those factors are there they’re going to purchase so what I would be really looking at is how that bits in with that kind of McDonald’s example that I gave you one of the easiest ways to get people to either know that they have a problem or know about you even if they know they have a problem it is giving them some sort of revelation or some sort of notification so that revelation could be I’m getting them aware that they have a problem and once they’re aware that I have a problem which is notifying that hey you are someone that could potentially solve it and in terms of getting them to like you just helping them is a really good way for someone to like you and once they like you they need to trust you and way you build trust is you make a connection and that connection lasts over a matter of time and they able to see that you make a promise and then that you deliver on that promise and you keep your promise and then you repeat it over and over again and they can trust you and that takes time that takes a relationship and that takes connection and then they are open to you selling what you are currently doing so I really think about how you can get people to know they have a problem know you like you and then trust you before you can go out and sell and then basically on that point of selling what I would be doing is going to people in real time so not necessarily online or offline but I wouldn’t be automating this process and I’d be going out and talking to people and trying to go through that whole process again just know you like you and trust you and then selling to them in person or online but in real time that way you can actually have a conversation with people it doesn’t matter if it’s email or as text or its phone or you go to a cafe but at least you can have a conversation with them back and forth to way so you can really work out what they respond to and what they don’t respond to only at that point then I would start automating things I see that trap with a lot of people they just go straight to automation and unless you’ve been doing marketing sales for a long time will be selling your product for a really long time you may or may not know what is sticking on what is not what some objections people have and what some objections they do not have and also really working out what they really, really want and you can only really find that out through a real time conversation what I would also be doing while you’re trying to go find those people to go sell to them is a big component while you’re trying to solve those people in person it’s really just going out and finding those people and I’d really suggest going to your initial network because they already know you they already like you and they trust you but beyond that really figuring out who has the problems that you’re trying to solve currently which I talked about before but also in the future and working out what the common denominators are in terms of their demographics are who they are where they’re located and so on their psychographics who their interest in their beliefs and then also the behaviours that they that they display based on those psyche graphics and those demographics so really find out who those people are that could potentially use your solution in other words who has that problem currently now that they want to get out of and have some dream to get some different place in the future that if they don’t get that they then potentially fear some implication of that so really that’s probably all I have got off the top of my head and I think and I have been counting but I believe we’ve got two five or the top five things that you asked for so hopefully that helps go out and try it and see what happens.

Orren Prunckun’s Marketing & Sales Q&A – Episode 1: Where and how to market and sell

Orren Prunckun — Mon, 20 May 2019 05:16:01 +0000

In this episode you’ll hear me a question about where and how to market and sell.

So, listen here as I discuss this!

To be featured, first go to http://speakpipe.com/orren and record your number #1 marketing or sales question as an audio file.

Then click send and I will answer it for you for FREE!

Transcript:

Question

Hi Orren its Christine here so my question is a brand new service a niche product or service that nobody else is doing so nobody knows about it therefore they don’t know to look for it Google search or whatever where and how is the best way to market that kind of service in the most financially efficient way?

Answer

Ask this question starting with the how and then go to the where so with the hell what you really want to do is be able to reveal to someone that they actually have a problem and that problem is worth solving but the thing is obviously that I’m aware I don’t know what their problem is so I’ll give you analogy so let’s just pretend this person they’re walking around in a really fancy suit and we’re just going to the toilet and they’ve got this really long sheet of toilet paper hanging off the back of their shoe now they’re trying to combine dollars you know they’re walking around try and look really good but everyone else can see they’ve got this group of I’m toilet paper CVS hanging behind them and they can’t see it now obviously they’re unaware I’ve had to have a problem so what any decent and client person would do would be got to the mist hey hey look you’ve got this bit of toilet paper behind you and at that moment that person has had that problem revealed to them they didn’t realize that they had a problem and they’ve been it’s been revealed to them so now their problem aware and now they’re also aware of you and hopefully because you did in a really nice way they also lucky so they’ve gone from not knowing you to knowing you and liking you all in one fell swoop and you can see this in moving different scenarios you know someone’s drinking alcohol and you know they’ve been told that you know a couple drinks a night is healthy for you but she’s you know some for example soon your research may have come out to say that anything over one drink night is unhealthy and they thought they were doing the right thing but now it turns out that they’re not or you know there are a couple kilos overweight and it’s still within the BMI index but you know their weight is still an issue but they think because they’re in the BMI Oh index is fine so really what you have to do is make them known of what Norman – the problem that’s happening the other thing that comes to mind is the specialist asbestos used to be great everyone you saw roll around in it and then you know people started dying and they said asbestos is not so good for people anymore so ah on that making people aware there’s two think with the Johari Window in that Johari Window is kind of like the invest analogy I can give you verbally is picture a pie chart and the pie chart is divided into three slivers and two of those slivers a really, really tiny and one of those slivers is really big and a slew but that’s really, really big let’s just say it takes up like 98 percent of the pie chart that’s all the things we don’t know that we don’t know and then the other two slivers are less to say for example one percent each so one of those one percent so all the things that we know we know and I know I know how to talk and speak in the English language I know how to cook I know that I know how to change my sheets for example now the remaining 1% is what we know we don’t know so I know that I don’t know how to speak Mandarin Chinese right and what you’re trying to do as a business owner is move all of the information that person doesn’t know they don’t know so the person in the suit with the toilet paper moving all of that information into one of those other categories so you’re moving some of the stuff that’s in the ninety-eight percent into one percent of what they know they now know and one of the best ways to do that is to tell a story it’s kind of like a Trojan horse like no one when they’re a kid likes their parent going up to them as saying you shouldn’t do this but if the parent says or explains a story about something happen to them or happen to a friend of theirs all of a sudden you’re not getting told what to do and the lesson gets instilled in them the other way especially through it like you know the example I gave you of asbestosis you know research is really powerful but the thing is when you’re doing this stuff so we’re kind of in that how section already when you’re doing this stuff you don’t have a ton of time because this person doesn’t know you and they don’t like you and it’s the equivalent of going up to someone on the screen saying hey can I just talk to you for like an hour everyone’s just gonna look at you and say you know get away from me you freak but if you go up to the boat I just really want to opinion and I’m gonna take 15 or 30 seconds of your time most humans most decent people go yeah hey no worries it’s fine so however you’re getting this story or this research for this mechanism to reveal a secret to this person blind spot it’s got to be really, really short because people just don’t have time and the cause I don’t have time and in combination that they didn’t like it yet because they don’t know you you’ve really got to get it out quickly once you’ve revealed whatever that blind spot is and you’ve helped them out they’re obviously going to be grateful for you because you’re the equivalent of the person that’s told them to get the toilet but off their shoe so you’ve gone you know kind of a lot of the steps way through you know overcoming some of the objections are selling the last one you’ve got really overcome is them trusting you and depending on how you reverse agree you may get that trust but you probably won’t so don’t make the mistake of going in and trying to sell at this stage because there’s probably don’t trust you yeah and obviously Trust is built by making a promise and keeping your promise and then doing that over and over again and demonstrating over time that you’re a trustworthy provider so don’t form this is a mistake like selling of them there just make them aware that they have a problem now that they are aware that they have a problem the next logical thing for them is to say well now I don’t have a problem what solutions are out there and that’s where you come in to put some trust around yeah there are solutions we happen to be one of those but there are all these other different types and you put a bit of trust and then when they’re at the point of saying hey there are all these solutions now I know what they are your product is one of those and then they can go into potentially choosing your Proctor and becoming product aware and then going on to be most aware with the comments like a customer so let’s move on to where you actually go do that so you we’ve got markets and market sizes so it’s like seven point whatever billion people on the planet and not everyone is your customer so you your total addressable market is never seven billion you have to go to the next Iran with market size underneath that so you’re addressable serviceable addressable market see Sam so it’s all the people that may have that problem and it’s not seven billion and depending on what price of selling or service you’re selling there’s going to be a fraction of that seven billion humans that just would never have the problem even if they’re unaware and that they’ve got a problem for your product so you’ve got to go down to the next rung of all the people that potentially could use your product if they became aware they had a problem and they’re people that you should be targeting it should be your target market because they don’t know you yet so then it comes to the question of where those people are and don’t necessarily form into the mistake thinking it has to be online those people are everywhere online is just one channel so absolutely could be offline that could be found offline but you really got to think about where that set of people congregate and usually the channels are going to find them through either paid or earn media not buying media if you’ve got own media they already know you they already like you they’re in contact with you and can find you so it’s really about paid what paid channels and what own channels you can use so those paid channels are really going out to interrupt people in their day to day life and that’s what you’re really doing when you’re going up to the person with the hypothetical bit of toilet paper hanging out there sure is you’re going on to step interrupts them so paid media is probably gonna be one of the really good channels that you need to look at and same with your owned media they’re going through and reading a blog or reading a newspaper or whatever and your information comes up and it’s an interrupt because they’re not actually gone about looking for that information use they don’t problem or we’re so hopefully that answers your question or at least gives you some clues of how you can tackle the where and the how of making people unaware of a problem aware of a problem but also aware of you so you can take them down and that customer journey to help them out.

Marketing Ideas – Episode 18: How to determine when to tell your marketing message

Orren Prunckun — Fri, 17 May 2019 11:32:02 +0000

In this episode you’ll hear my thoughts on:

Why context matters when communicating; and
Why you need to have multiple marketing messages.

So, listen here as I discuss these!

Transcript:

Hello hello it’s Orren Prunckun and I want you to pretend I went up to someone I didn’t know and I said to them will you marry me most likely scenarios are going to punch me in the face and tell me to get away from them because I’m not free alright but let’s pretend I said the same marketing message in a very very different time they knew me their life to me they trust me and they even loved me that’s not the same thing the answers can be very very different right so I get this question all the time when should I tell my marketing message now the truth is you should be telling a marketing message at several different times now the thing is you have multiple marketing messages and I’ve gone through that on this podcast before you’ve got multiple marketing messages that need to happen at various different times now let’s say someone doesn’t know me the marketing message I’m gonna give them to make them become aware or conscious of the problem they have and the problem and that I am a brand that can solve that for them it’s going to be very different marketing message at a very different time than someone that I’m going to be pitching a expensive product to the timing around when I pitch an expensive product to them is going to be far later in that prospects journey so the marketing messages that you have need to align at certain waypoints along that prospect journey you know firstly to make them aware of you once they’re aware of you and they know you get them to likely there’s a certain marketing message that’s going to happen there then once they’re likely there’s gonna be certain marketing message that happens that I’m to get them to trust you and once they trust you again there’s gonna be a certain marketing message for them to go and start loving you and so on and so forth so to recap like I’ve said again on this podcast is that you’ve got multiple marketing messages you’ve got multiple timings of those marketing messages and all you have to do from there is when work out what channel you’re going to be using to deliver those marketing messages or marketing messages at the specific times that are relevant that’s not going to get you quote-unquote punched in the face for doing it in the wrong order or at the wrong time so what I want you to do is think about how this may apply to what you’re doing go try it out and see what happens and see how what your results are and see how that may be different from when you have been currently delivering your marketing messages and then report back to me and let me know because I’d love to know how this improves for you at your brand thanks for listening.

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.

Marketing Ideas – Episode 14: Make sure you understand the different buying concerns prospects have

Orren Prunckun — Sun, 12 May 2019 07:14:38 +0000

In this episode you’ll hear my thoughts on:

Why people don’t buy from you;
What the most common busying concerns are; and
How to address one of the most important buying concerns.

So, listen here as I discuss these!

Transcript:

Hello hello it’s Orren Prunckun and today I want to talk about objections and concerns when you’re selling so this book I really want to buy and it comes up to about 50 bucks so it’s not an impulse buy and it’s not too expensive so I kind of sits in that middle ground and it look I know I need the book ah I have the budget for it you know the timings right I can actually pay for it it’s just not in that sweet spot of being an impulse buyer where I will just drop money without thinking on it thinking of it so there’s some other buying objections that come up and the first one is look I know this book does what it says it says it does I know it’s going to give me what I want not only that I know that because it’s got tons of testimonials I just believe the author is going to deliver on their promise I know when I get it I know you know I can go through and read it and it will do the things that I want and there’s no external factors that I like stopping me from going out and reading the book and consuming it or anything like that the one buying concern that I do have and the one that is stopping me from making this purchase is I don’t know if the the book then what’s contained in the book is right for me now I did say before that I know the book works in general the author delivers on their promise and I’m convinced of that and I think for most businesses and most products and services that’s the bare minimum whatever you’re promising then your private service does it should actually deliver on that so that’s kind of a bare minimum in a given but this author’s going out of the way to give like tons and tons of evidence to show that it does so I’m willing to convince him of that the thing that I fall down on and think that I think a lot of a lot of our founders and entrepreneurs and small business owners fall down on is the convincing someone that work for them and that’s the dilemma I’m facing right now what I mean by will it work for them is they haven’t demonstrated that someone like me so for example like me in this situation where I’m at in life for example that’s someone similar to them someone to me in my circumstance we’ll get the requisite value out of it can you see the difference between that and they’re actually working so the product you know what works it delivers on its promise but you know for example I may be too advanced or – I’m too early on in my in the stage for it to actually apply to me so what this author should be doing is saying you know Oren someone that’s like you and then listening off all of those all of those demographic all of those geographic psychographic behavioural different characteristics of someone exactly like me they listed all those as someone in that same position as you will get the same value out of it I would not hesitate and I would start buying it that’s the only concern I have so the takeaway from this is I really want you to think about how you can demonstrate to someone that’s got you know a potential buying concern and how you can show them that’s someone within their situation their exact situation not just in general learners in general that the product works but someone in their exact situation by literally listing it out and this is where case studies come in that it will apply to them that is what’s going to get you over that next buying concern is if you can demonstrate that and I really think a case study that outlines specifically who that person is and how it could apply to them specifically not just in general you’ll blow through most buying concerns so I hope that’s useful to you love you go try it out see what happens and then let me know I’m how you going thanks for listening.