Sales Communication – 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 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.

Marketing Ideas – Episode 13: what you buy will help your marketing & sales

Orren Prunckun — Sun, 05 May 2019 09:51:30 +0000

In this episode you’ll hear my thoughts on:

Why looking at what you buy is a good idea
What to pay attention to in your current purchases

So, listen here as I discuss these!

Transcript:

Hello hello it’s Orren Prunckun and I assume because you’re listening to this you want to get better as sales and marketing now one of the ways of doing that is listening to teachers and people that have been there and done that and learning from their experience the other way is obviously actually implementing all the things you learn from someone like that and there is a third way and I think the third way is just as good and that is when you go out and purchase products or services or solutions and you watch and collect all the marketing and sales processes and materials that have been given to you when you go and purchase a product or service the reason being is that their sales and marketing our message and process obviously worked because you went out and purchased it says the third thing right there’s the first one of learning from other people that I’ve done that go on implementing to see how that could work for you but also looking to see what actually works on you and using that as another learning tool so trying to weave all three of those things together so taking what other people have done taking the implementation of that but also capturing everything that you purchase and then putting it into a big file obviously you’ve seen in other episodes that I’ve done with this I capture things that come into my letterbox or I come across because I find it fascinating not only because not because that I have actually purchased quote-unquote some of those things but because I’m interested in what others are doing even if they’re not competing products now on that even though you’re purchasing something and you’ve made a buying decision and the vendor has been out to convince you so therefore their marketing sales is effective you can learn from that you’re probably thinking how can you actually apply that to what you’re doing because you know the product that you’re purchasing is not a product similar to yours although and this is a bit of a a side note I actually go purchase competitor products because I want to know what they’re doing and I want to see what is working for them but that’s probably not you you probably purchasing just another product that you need a product or service that you need in your life so how’s that actually apply to you what you should actually be looking at is how they are selling not the what they’re selling so don’t disregard the what in the equation look at how they’re doing what is the process they’re taking you through look slightly beyond the actual words because the words are context specific to what they’re selling but what and how are they structuring their marketing and sales processes and see if you can replicate that because obviously it works it worked for you they have proven a system and in dovetailing that with other ways of learning through you know teachers and obviously through implementing and seeing what actually works and taking that theory and putting into practice so I hope this is useful I hope this helps so every time you make a purchase see if you can trace back all of the purchasing steps that you took whether it’s online or offline and see if you can capture some of that material you know if it’s online really easy take screenshots but if it’s offline taking those printed sales materials and obviously this in-person conversation after the fact I write down some of the waypoints that made it easy for you to purchase and see if there’s any patterns that you can implement in your business I hope this is helpful try it out see what happens let me know how you go and I’d love to hear from you

Marketing Ideas – Episode 12: Snail mail works as long as you do it right

Orren Prunckun — Wed, 01 May 2019 03:32:48 +0000

In this episode you’ll hear my thoughts on:

Why snail mail works;
What purposes snail mail should be used for; and
How to improve snail mail campaigns.

So, listen here as I discuss these!

Transcript:

Hello hello it’s Orren Prunckun and I’m talking about snail mail again today so I’ve talked about that quite recently but I’ve got some more fliers in the post now a lot of people I hear complain about snail mail saying that’s not very effective but depending on what you’re trying to do it can be super effective now if you’re doing localized campaigns if you’re doing things that need to be personalized new things that need to be looked at even though I talked about this before sometimes fliers that come in a post don’t get looked at I sorry don’t get opened they definitely get looked at because they are physically delivered to you so they definitely are getting looked at but not necessarily open and I talked about talked about that more recently so why is not asked why I’m talking about come from wrote came from red white thick paper color would have cost them a lot of money I don’t know maybe $2 per flyer and it’s customized Byron talked about that in a minute but two or three dollars systems done arm to print that and then delivery cost on top of that I imagine it was probably hand-delivered by paying someone to do that cost them a lot of money so the downside to snail mail is that there is a cost related tool but there are upsides you know if this localized there’s personal law and you want people day at least look at it so you gotta balance that out but the room decision really comes down to what you’re actually selling now if there’s a high ticket item or price of service snail mail is amazing for that now if it’s a low price to offer not so much that’s especially if you’re going in cold but there is an there is use for sell now if you are selling low price products and services and I’ll talk about that in a minute so basically if you are talking if you are selling low priced items and I thank you note or a welcome note in the post as I said it’s personalized and it will definitely get looked at is a really good option if you’ve already sold a low priced uprightness service setting that I’m through the physical post the snail mail anything else that’s physical so you know a gift or a a catalog or a coupon that needs to be physically redeemed at a brick-and-mortar brick-and-mortar location all really good for snail mail snail mail is a physical channel so doing physical items in the in the post and makes a lot of sense now going back to a high-priced items so this is for a property that has been sold and on the front is says you’ve got a new neighbor and it’s about 1/4 of the flyer and then the other 3/4 is actually a photo of the property that’s been sold now I give railway tons of credit for this amazing campaign the only thing I would change about that is I would flip the ratios around and I’d have you’ve got a new neighbor as the headline and for three-quarters of the flyer and then I’d also make one quarter of the flyer the actual property what a season today says the location of the property it’s been sold for the amount and then how long it took them to solve sell it now just looking at this software really high price and it’s all really really quickly so that says like a lot of great things about this product or service that they’re offering as a realtor now if the person that got this because they are delivering in snail mail they’re delivering in a geographic area so people in that area that are related to this they’re targeting is on point if that person is qualified and they are looking to sell they’re in the market to sell this is an amazing offer now it’s a high priced offer because the the rates that ruses takers you know around 2% of the sale price so it makes this a the return on investment a really effective campaign so if someone got this they look at how much it was sold for and how quickly it was so forth the offer is amazing on the back side this has got more photos of the property which indicates the what the product this is the product they were selling looks like so the person that gets this flyer says has been sold to this amount in this amount of time and I’m comparing to what something else a competing product to competing property looks like gives them a really good indication of what there probably could sell for and that’s got a call to action on what I’m saying give us a call if you like what you see and you think you are in the market for this amazing campaign there’s a cold campaign but it is hyper localized it’s not actually personable but if this one is sold you know in the last couple days so I give them credit that they weren’t able to do that and also it gets looked at headline needs to be bigger because that’s the only thing that doesn’t really work but getting looked at it was bigger some would take a look at it but it’s an amazing offer this shows that um slow mail actually works but I was in the market so I would think it’s a really good offer so what I would like you guys to do with this information is if you are selling a hot bus ticket sorry high ticket price provides a service you want to be personable you want something to be looked at and also if it writes for geographic location and or what you are offering is physical or can be redeemed physical in a physical location or can be delivered in a physical channel even though it costs a little bit of money to get this out it is really really effective campaign even if you’re similar low price I’m item with things like gifts and thank you’re welcome I’m cars that come after that so what I want you to do is try this out see what happens and then let me go and thanks for listening thanks for listening.

Marketing Ideas – Episode 10: Don’t make ads look like ads via the original click bait

Orren Prunckun — Sat, 27 Apr 2019 07:40:30 +0000

In this episode you’ll hear my thoughts on:

Why ads should not look like ads;
What the original click bait is;
What all marketing & sales communication should have; and
How to create marketing & sales communication that gets opened, read and acted on.

So, listen here to hear as I discuss these!

Transcript:

Hello hello it’s Orren Prunckun and today I am talking about junk mail like junk mail I love going through the letterbox to see what kinds of ads people try to target movie but today I’m talking about junk mail in particular I’m talking about Estonian federal election and all of the marketing material has come through so I want to lick this off with two principles the first one is don’t make an ad look like an ad and the second one I’m going to talk about is the original clickbait so when you are asking for votes for an election the people that already love you so you’re warm and you’re hot prospects they already know you very likely and they already trust you they’re part of your tribe they have already been sold on who you are and what you stand for so you do not need to reconvince those people to vote for you now people that are called prospects people that don’t know you don’t like you don’t trust you that is a completely different story so with that context I want you to start to think about everything that I’m about to talk about so the first cab off the rank is this flyer now this flyer taught us about her the candidate all about her where she went to school where she lives where she played netball where she works where she was a Girl Guide and when you flip it on the back this side down here it’s all live statements I did this I did that my name is this and then on the flip side there are some dot points some tick boxes what she can do for you now when I look at that 75% that flyer is all about her trying to convince her sorry prospects core prospects because remember all of the war prospects are already convinced cold prospects like me that I should be voting for her all about her nothing about me or what I want from my representative next one up looks like this it actually looks like the Labour flyers in labor branding with the Labour brand colors but when you flip it over is actually see still a Labour brand color down the very bottom it has got a statement saying that was authorized by the Liberal Party so what they are doing is they’re taking a different tact they’re saying how bad labor is now imagine if I went around in my business saying how bad all the other competitors were and didn’t even mention anything about what I could provide not only that there’s nothing about what they’re even providing or promising no dot points so it was even worse than this one so on each other has dot points of what they’re going to achieve this one just says how badly the competition has Hammond has delivered next one up is this guy’s faces on it so he’s a Labour candidate and the problem with cold traffic is just like what I did then I laughed at him I am going to judge this guy on his picture and picture alone if you do not believe me you are naive I will tell you a little story so many years ago when I was applying for a job I sent out a resume that had my name yes my name a weird name Orren Prunckun look at me are the pretty Caucasian I do not spit the stereotype of an Orren Prunckun now what would happen is people would be quote unquote a racist they would not give me job interviews so what I did was went out and did the exact same resume but put my photo on the resume and guess what I almost doubled the amount of callbacks just purely on that so if you don’t believe people Jake sure on first impressions you are living in a bubble people judge on first impression ever impressions especially cold prospects I don’t know him I don’t like him I don’t trust him yet now if I did and I was a warm hot prospect no I knew him I liked him and I trusted him having his photo won there is a great reminder of who he is not for cold traffic now what I have to do is I thought open up then I have to look through it now with all of these right what these so far in fact before I go into that point the next one is this this one when you open it up Scot brand colors the Palmer United Party but it has no photo of him all it has is dot points so we’re getting slightly better I don’t necessarily agree with these policies or the politician in the politician but in terms of marketing this is slightly better when you flip it over though it’s got his face on and it’s covered in brand colors now the whole purpose for marketing communication is what goes back to a gentleman named East and Norman Lewis he created an acronym called AIDA attention interest desire and action that’s what it stands for now all marketing communication in fact all sales communication at whatever level it is has those four has those four letters of the acronym attention interest desire and action and if you want to translate that to something else there’s a hook it has a story or a reason why you should be interested it has an offer of what is in it for you and then finally it has called action cook story offer call to action every marketing sales communication has that when you break it down now the purpose of all these Flyers is to get someone to open it get someone to read it get someone to believe it and get someone to take action on that with these first couple this one I don’t even need to open it why don’t you do is look at it and literally it goes in the bin I don’t even get a chance to read it because it’s got branding all over it same with this one I don’t even need to open anything to even read it read it and goes threaten the banner beam I haven’t even got to the point of reading it let alone seeing what their offer is and what their quarter action is this one slightly better I actually do have to open it to see what’s in it but it is only slightly better same with this one I’ve got to open up to see what’s in it but really really poor if you’re an accurate average hunter that is a cold prospect they are going to throw that in the bin this is an honor this is only useful for warm prospects and they are already gonna vote for you waste the money now when we move on to the next one we get this don’t even address it to anyone this is really good although not so good at the top it says important voter information for the 2019 federal election that sounds important and if I knew better and I do know better I will probably open this urgently but it is in blue writing and I really know what that means it means it’s going to be a liberal liberal party message haven’t even opened it yet but I’ll show you I guarantee it will be opening it up now and what do you know it liberal party so I opened it that hooked me to open it but I’m not going to read it because you know what I get to see this gentleman’s faced all over don’t know him don’t like him don’t trust him there is no incentive me to read on because I know that is going to be pitching policies for liberal party he would do so much better if he literally did not have any of that branding on it and look at a letter like that and at the bottom if he folded that up and he printed it off like an actual letter you send to a friend that kind of looks like that I would read it because on the front it says important information for the 2019 federal election and then I read that his both got me up open it he’s got me to read it and probably by reading it I actually haven’t read it hard yeah because I just opened it they’re probably some information of what his offer is and what he wants me to do as the call to action they’ll be so much better if you got rid of those two things the next one that came through is this one this one says important voting information inciting red riding like a warning right then it goes on to say don’t risk of fine vote and have your say now because it is in red I bet this is a Labour Party message haven’t opened it yet but let me see if I’m right all these people would get really scared by this for me open it up and think it’s from Australian tour and it’s not I thought it was but it’s actually from the Labour Party to Senator Penny Wong but she’s just got a void information to actually go read register someone to get back to that so again she’s hooked me to open it up right but it’s got all of this like brandy on it and now if I wasn’t a labor supporter and they wanted me to convert me right they better just do this a letter like that just like the Liberal Party so if I wasn’t a Liberal Party voter I should just get rid of all of that hook me into reading the whole thing to see what their story is and what their offer is and then ask me what to do at the end still half the Madrid I’m not gonna do it live on camera but this is really cool this is making my life easy so if I wasn’t already registered for the Australian federal election this would make my life easy so she’s actually added some bonus time-saving stuff in there that makes me going you know what penny you are actually helping me out and in fact in all fairness that looks like one of the liberal parties also has something very similar in there on the back it does it’s got a voidable avoider application form so with this when you are communicating with cold prospects you have to remember they don’t know you they don’t like you and they don’t trust you they’re not already converted to who you are and what your sales messages your whole goal is to follow the AIDA principles get their attention then get them interested then get them to desire what you are actually offering them get them to take action on that or hook them tell my story tell them why it’s important what you’ve got to say and then finally give them an offer and then tell them how to take action on that offer now please don’t put a whole ton of branding on stuff for cold prospects they don’t care they don’t like you they don’t know you and I don’t trust you there’s been a fun day for me I’m grabbing all of the post and going through some marketing messages for you I hope there is some valuable insights into that so what I want to do when you’re going to create a marketing or sales message take that stuff on board and see not how not to do things and try it out see what happens and let me know but I guarantee you I’ve led you up the right path with this hope you have a great day and I’ll talk to you soon.