Marketing & Sales Pipeline – Orren Prunckun

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 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 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 Market and Sell Commodity Products, Services and Solutions

Orren Prunckun — Fri, 24 Aug 2018 03:04:37 +0000

I see this all the time in commodity-type industries.

I call it a commodity-type industry because those businesses provide products, services or solutions that do not have a value-add, above-and-beyond the core products, services or solutions.

The customer is simply paying for a non-creative output.

A commodity could be defined as:

“A basic products, service or solution that is undifferentiated that it is and can be interchangeable with other products, service or solution of the same type.”

Emotional value as opposed to function value is what separates a brand from a commodity.

If you expand the emotional value, you can broaden the price.

I have discussed this in depth here.

Other examples of commodity-type industries could be:

Tradies;
Chippies;
Labourers;
Painters;
Etc.

The commodity issue that affects their marketing and sales is the exact same issue with promotion between affiliates – it’s really hard to differentiate one affiliate to another.

In other words if a company has 10 affiliate to sell the product, those 10 affiliates are all selling the same product for the same price and if they overlap in prospects, it’s really hard for them to be better than the other competing affiliate.

I have written about affiliates in depth here.

A great example is Uber’s refer a friend incentive, in what they call “Free Rides”.

Uber offers users a $5 discount if they refer a friend.

The friend also gets a $5 discount.

The problem is this offer is available to all current users and all prospective users.

Any prospective user can take advantage of the $5 discount from any number of users they know.

Which one do they choose?

Usually it’s the one that is front of mind when making a purchasing decision.

This is the reason why advertising or constant marketing and sales communication works.

You, as a brand, have no idea where a prospect is at metaphorically or when a need arises, so using advertising or constant marketing and sales communication helps you catch prospects and customers at the right time for them.

You, as a brand need to be different.

Customers want your product, service or solution to work.

The product, service or solution working alone is not a differentiator, it’s a bare minimum.

It needs to work!

That’s why customers purchase.

In the case of a Sparkie, the product, service or solution has to adhere to the electrical code etc.

Again, it’s a bare minimum.

Any one qualified (and there are lots of them,) could deliver the product, service or solution.

There is not real value add in-and-of-itself.

Most of these commodity-type industries market and sell the same product, service or solution.

They pitch their services the same.

But there is nothing different about them compared to their competition.

So, how do commodity-type industry businesses compete?

AKA generate leads and prospect.

They compete on price.

When businesses compete on price and discounting, they drive the market down.

Customer gets accustomed to lower prices and the process is irreversible.

It eats away at your margins meaning you need to sell more to make the same revenue.

And competing on price is a race to the bottom.

NO!

Don’t compete on price.

Don’t compete for new business based on your commodity product, service or solution alone.

Beyond these two, here are some market-proven ideas (not an exhaustive list) to help your commodity business compete:

Brand: Create a premium brand;
Free and Offers: What can you offer prospects for free or $1 that will qualify them as a prospect or customer to push them into your marketing and sales pipeline and marketing and sales communication sequence?;
Have a pipeline and communication schedule and content. This allows you to communicate with new prospects on an ongoing basis to sell them at the time of need;
Bonuses: This is related to Free and Low Priced Offers. I always suggest affiliates (as discussed previously in this guide), to differentiate themselves by creating a value add by way of a bonus above-and-beyond the core product, service or solution. A great bonus is something cheap, high perceived value to the prospect and scalable in its delivery. Usually digital products are great for this. The product is the commodity, but the bonus is the differentiator;
Partnerships: Customers with the same pains or same wanted gains actually buy more than one product, service or solution (even competing products, services or solutions) to bring them closer to that gain or away from that pain. Customers were going to buy those products, services and solutions anyway, with or without prompting from symbiotic marketing. How many books of the same genre do you own? I’m willing to guess that it’s more than one. So, case in point Another example may be hair shampoo and conditioner. A better example may be hair shampoo and a hair straightener. In the latter example, the products, services or solutions are either upstream or downstream from each other. Upstream is better than downstream because your products, services and solutions are the next logical progression for the customer who has purchased a competing product, service or solution. Products, services or solutions that are alternative or competing can also be complimentary to your product, service or solution (in the case of hair shampoo and conditioner). Embracing this dynamic puts you in a position of leverage – partners invest money, time and effort in generating leads and partners both leverage each other’s investment. Put this way, if a partner has a qualified contact list that has purchased $1,000,000 of products, services or solutions and you can leverage this to build your contact list, you have in effect gained access to $1,000,000 of qualified customers. Pretty powerful;
Advertisements: search engine ads not social medial ads, for the reasons outline previously in this guide;
Search Engine Optimization: where do most people go when looking for a commodity product without having a referral? Google. The search for the suburb and service. You want to make sure your business is in the first position; and
Use and incentivise referrals with evangelists: You have already made a promise, delivered on that promise and created trust (especially important in industries where there are charlatans and swindlers), so you now have a great basis for word-of-mouth.

Once you have differentiated yourself on the front end in how you market and sell, you also need to differentiate yourself on the back end in how you increase customer loyalty.

The Difference Between A Marketing & Sales Funnel And A Pipeline

Orren Prunckun — Thu, 16 Aug 2018 06:33:06 +0000

A funnel is a physical pipe that is wide at the top and narrow at the bottom.

A marketing and sales funnel or purchase funnel is a metaphorical pipe that illustrates how prospects at the top are filtered to customers at the bottom.

As it is wide at the top and narrow at the bottom, there are more prospects than customers.

In the marketing and sales industry that term, funnel is used a lot.

E. St. Elmo Lewis who created AIDA, came up with this.

I think it is a bite erroneous.

A marketing and sales pipeline is more useful.

A pipeline is a series of pipes, often underground, with pumps and valves for flow control, used to transport liquid and gas over great distances.

A marketing and sales pipeline is a metaphorical series of funnels with flow control that illustrates how prospects are transported over great distances to become customers.

When you look at customer journey it is never as simple and linear as a funnel.

Competition Hacking: How To Hijack Your Competitors To Save Time, Money And Effort And Increase Profits

Orren Prunckun — Mon, 13 Aug 2018 14:00:05 +0000

Facebook wasn’t the first social networking site, Myspace was.

Google wasn’t the first search engine, Yahoo! was.

It’s much harder to invent something new; then it is to copy something existing.

And it’s usually better to be a fast follower than a leader in this instance.

This method works as the competition has tested for you as you don’t need to re-create the wheel.

You can do the same for your business and grow.

Sorry to say this, but that you are not Steve Jobs.

The likelihood of your creating a million dollar invention is slim.

To prove my point, if you were Steve Jobs, you wouldn’t need this guide.

But no all is doom-and-gloom!

It’s possible to be a fast follower and be really successful, and that is what this guide is about.

Specifically, you will be a fast follower of a wildly successful:

Product, service or solution; or
Marketing campaign.

Depending on where your brand is currently.

You are going to do this by hacking your competitors.

This guide is for two types of people:

Those with a new product, service or solution; or
Existing product, service or solution.

Why Competition Hacking Is Important

So, why would you want to hack your competitors?

Simply because it will save you time, money, effort and increase profits.

Sounds great, right?

Sure does!

What Competition Hacking Is

In broad terms, you are doing competitor intelligence.

Or put another way, you will be doing a marketing hack.

A Hack could be defined as:

“Using something to make it do what you want.”

Or:

“To obtain unauthorized access for gain.”

We will be doing both.

A marketing hack is therefore:

“Using your competition to save you time, money, effort and increase profits by obtaining unauthorized access.”

Sound fun?

Let’s get started.

How To Hack Your Competition

To give you a board picture, we will find what your competitors are doing that is currently working well for them, that is, making them money.

We will then redirect existing traffic that is already there, from the internet firehose to you, instead of going to your competitors.

This works because, if there is competition, especially if the competition is purchasing advertisements, then that competitor is making money.

The existence of advertisements means a brand is making or has an advertisement spend.

If they are spending money, they, by default need to be making money.

Not to be consumed with profit, as the sales may be loss leaders.

But nonetheless, this still means it’s a proven market with proven sales.

Where there is competition , there are customers.

Of course, there are acceptations to this, but this is a rule of thumb for this guide.

With that in mind let’s explore the step-by-step method…

The first step we come across our first decision tree.

We want to know who you are.

We need to determine if you are a startup business or an existing business.

If you are an existing business (with a product, service or solution, then skip this first step and move on to step 2 Hack Competitors.

If you are a startup business (without a product, service or solution yet), you need to Find Products, Services or Solutions.

This process follows:

Find Passion;
Find Advertisements;
Find Products; and
Profit decision.

Let’s start with…

1) Find Products, Services or Solutions

1a) What is Your Passion

The first part of Find Products, Services Or Solutions, is to find your passion.

1b) Find Ads

The second part of Find Products, Services Or Solutions, is to find advertisements.

Not just any ad, ads for products, services or solutions that you are passionate about (Step 1a.)

Here is how to find ads.

You can:

Search Google for keywords related to your passion;
Scroll through your Facebook feed;
Etc.

Then you need to click on the ad and find the retail price.

1c) Find Products

The third part of Find Products, Services Or Solutions is finding products and suppliers.

You need to determine what type of product it is.

Here is the next decision tree:

Is it Physical or digital?

Depending on your answer you need to find the product in the original advertisement.

Once you have found the products retail price, if it is a physical product, you need to then go to search Google for the following:

site:http://aliexpress.com + any keyword that explains the product.

Or:

Save the product image and Google reverse image search for it.

If it is a digital products or service, go to fiverr.com and search for the products keywords.

Find a service provider who offers the same service or multiple services providers that you can bundle to be the whole service.

If you can’t find suppliers you need to abandon that product, abandon it as it will be too hard and start again at 1b.

If you can find a supplier, then you need to find the wholesale price from the supplier or manufacturer from these sites.

1d) Profit Decision

The fourth part of Find Products, Services Or Solutions is a decision if you should pursue this product, service or solution.

There is a market, but you need to know if it is profitable.

Margin is revenue take costs.

Margin is the difference between the retail price and wholesale price.

Mark up is cost multiplied by a factor to give revenue.

Mark up is the wholesale price as expressed as a multiplier or percentage.

Don’t worry about margin, so aim for a 10x mark up to be profitable.

Based on this, you need to decide if you want to pursue that product, service or solution.

If it is not at least 10x markup, then abandon it as it will be too hard.

If it is unprofitable, then you need to repeat this step until you find a product, service or solution that is profitable.

If it is profitable, then move on to step 2, Hack Competitors.

2) Hack Competitors

The most important factors for Hacking Competitors is knowing the following:

Pipeline;
- Landing pages
Brand and Marketing and Sales Communication;
- Ads
Content;
Traffic sources; and
Engagement.

Without that, it will be very hard to hack them.

Well find these out by the following:

Market Research;
Collect Swipe;
Find Market Trends;
Out Do Competition;
Implement Changes;
Measure Changes; and
Repeat.

Let’s start with…

2a) Market Research

The first part of Hack Competitors is Market Research.

Once you have a product, service or solution, you need to hack your competitors.

You need to search Google for your product, service or solution or industry keywords to find your competitors, both direct and indirect – those up or downstream from your product, service or solution.

Upstream means a product, service or solution that is used before your product, service or solution.

Downstream means a product, service or solution that is used after your product, service or solution, usually a next sell or affiliate offer.

You need to list all in a spreadsheet including:

Name of website;
URL of website;
Product, service or solution offered;
Direct, up or downstream from you; and
Contact details.

Each URL will, of course, give you following Hacking Competitors factors from before:

Landing pages (via URL).

Next, load each competitor’s URL into Similarweb (https://www.similarweb.com.)

Similarweb finds and collects intelligence about websites.

Similarweb will show you:

Traffic quantity and quality (useful for partnerships);
Traffic Sources (Top Referring sites);
Amongst many other things…

This ticks off the following Hacking Competitors factors from before:

Parts of Marketing and Sales Communication; and
Traffic Sources.

Of the Traffic Sources (Top Referring sites) listed on Similarweb, copy those URLs into separate browsers to find ads that run on those sites that lead back to your competitor’s site.

For example, a competitors site, abc.com, may have a traffic source from xyz.com, so you would go to xyz.com and find ads on that site that direct to abc.com.

You also want to know the answers to:

How much traffic does each competitor get?
Where do they get traffic from? Referrals? Search? Display – Ads/publishers? What search Terms? What Social?

2b) Collect Swipe

Swiping is the marketing term for collecting competitors marketing materials.

The second part of Hack Competitors is swiping all their Hacking Competitors factors from before:

Pipeline;
- Landing pages;
Brand and Marketing and Sales Communication;
- Ads; and
Content.

This means you need to start swiping and collecting data on everything via screenshots.

You will start by going to publishers/referrals site, clicking on a competitor ad, then follow their entire marketing and sales pipeline:

A pipeline usually goes like this:

Ad with offer;
Landing page with offer (such as an opt-in or purchase);
Upsell/email follow-up offers;
Purchase Thank You page; and
Remarketing on other sites, you visit.

Basically, you are following their entire marketing and sales sequence, including purchasing, to see exactly what your competitors are doing to get, keep and grow prospects and customers, so you can reverse engineer and copy (without breaching copyright) to save you time , effort and money testing to see what works the best for your business.

Purchasing is important because after the purchase there are many things that occur for customers only and aren’t available to the public (AKA prospects).

The purchasing ticks off the final Hacking Competitors factors from before and allow you to go behind closed doors and see what else they do for:

Engagement.

Finally, you want to ask to join their affiliate program, again there are many things that occur for affiliate only and aren’t available to the public (AKA prospects).

Once you have done this, you need to repeat this for the rest of your competitors.

2c) Find Market Trends

The third part of Hack Competitors is to find trends in the Market.

Once you have completed your market research, you then need to start looking for trends and common denominators among all your competitors:

Pipeline;
- Landing pages including Upsells;
Brand and Marketing and Sales Communication;
- Ads including Retail Price;
Content;
Traffic sources; and
Engagement.

Capture all of these trend insights into a document with the same headers.

2d) Out Do Competitor’s

The fourth part of Hack Competitors is out doing your competitors.

Once you have found market trends, you then need to work out how your business can be better than all of these.

This comes down to a better value proposition, but also specifically:

A more premium brand ;
More persuasive Landing pages;
More compelling Brand and Marketing and Sales Communication;
More persuasive Ads;
More valuable Content; and
More valuable Engagement.

But it shouldn’t be on price.

2e) Implement Changes

The fifth part of Hack Competitors is implementing these changes you identified to outdo your competitors.

Once you have outdone your competitors, you then need to implement the changes.

This includes setting up:

Ads, paid content, affiliate or referral offers on the same referral and display site they do;
Setting up the same SEO keywords and backlinks on your pages they do;
Insert the same SEO keywords into your internal content;
Setting up same social media platforms and distributing content they have;
Setting up similar landing pages;
Setting up similar pipeline sequences for Engagement and Marketing and Sales Communication;
Etc.

2f) Measure Changes

The sixth part of Hack Competitors is measuring your implemented changes.

After you have implemented changes, you need to measure that your new changes are actually working.

You do this through split testing.

2g) Repeat

Now that you have finished this, it is a never-ending process of split testing, so you will repeat by going back to 2a).

How To Market And Sell Like A Drug Dealer

Orren Prunckun — Thu, 09 Aug 2018 06:13:06 +0000

Drug dealers, particularly those that create addictions such as heroin and methamphetamine give away samples of their wares knowing full well that their prospects will be back this time to pay for more products.

The Cycle of Addiction looks like this:

Pain;
Drug use;
Gain/high;
Crash/come down
Bigger pain than before;
Drug use with increased does;
Bigger Gain/high than before;
Bugger crash/come down and
Repeat indefinitely…

The bigger highs and lows and dose is what creates dependence.

They are hooked!

It’s important to note that drug dealers don’t give people drugs to get them hooked.

The user already wants the drug, they opt-in.

What can marketers learn from drug dealers?

Have a great product, great being defined as it has a value that takes someone out of pain towards a wanted gain. Something that both drugs and products, services and solutions do;
Give a sample away for free, up front because it’s good and decreases risk for the consumer;
Ask them to come back for more with money.