THE 1 PAGE MARKETING PLAN LESSON SIX My

THE 1 -PAGE MARKETING PLAN LESSON SIX My Sales Conversion Strategy LESSON SIX: My Sales Conversion Strategy

What You’ll Learn In This Lesson: ➢ Why Positioning Is Critical When It Comes to Charging Higher Prices ➢ How To Position Yourself As A Welcome Guest Vs. A Pest ➢ Why The Odds Are Stacked Against You If You’re A Small Business ➢ How To Reduce The Perceived Risk Of Buying From You ➢ How To Instantly Generate Trust And Credibility When Selling ➢ How To Correctly Price Your Products And Services ➢ How To Remove The Roadblocks That Prevent People From Buying LESSON SIX - My Sales Conversion Strategy

Every Dog Bites ➢ The People You’re Selling To Have Been Bitten Too Many Times ➢ Trust Is A Major Barrier To Sales ➢ Recall Lead Capture, Lead Nurture, So They Are Ready To Buy LESSON SIX - My Sales Conversion Strategy

Outdated Sales Strategies ➢ Most People Position Themselves As Pushy Or Obnoxious ➢ ABC (Always Be Closing), The Trial Close, The Assumptive Close ➢ Expecting Sales To Role In ➢ Positioning Yourself As A “Me Too” Business LESSON SIX - My Sales Conversion Strategy

It’s Not “All About The Product” ➢ The Law Of Diminishing Returns Comes Into Play Once Your Product Or Service Is “Good Enough” ➢ The Real Profit Comes From The Way You Market Yourself MODULE LESSON SIX - My Sales Conversion Strategy

The Joshua Bell Experiment ➢ Joshua Makes Over $1, 000 Per Minute, And Plays A $3. 5 Million Dollar Violin ➢ Washington Post Social Experiment ➢ Result: Joshua Made $32 ➢ Dramatic Difference: Positioning ➢ Customers Will Take You At Your Own Appraisal ➢ Watch The Video: 1 PMP. com LESSON SIX - My Sales Conversion Strategy

Stop Positioning Yourself As A Commodity And Competing Solely On Price.

Transitioning From Pest To Welcome Guest Ø How Do You Feel About Your Best Friend At Your Door Vs. A Salesman? Ø Most Businesses Try To Sell Without First Creating Trust Ø The Concept Of Hopeium Ø Move From Sell, Sell to Educate, Educate Ø Show You’re Willing To Give Before Taking Ø Show You’re An Educator And Expert In Your Field LESSON SIX - My Sales Conversion Strategy

The Definition Of An Entrepreneur Ø “Someone Who Solves Someone’s Problem At A Profit” Ø See Yourself As An Agent Of Change And Creator Of Value Ø Most Are Trying To Be An Expert, But Their Marketing Sucks Ø Stop Selling, Start Educating And Advising LESSON SIX - My Sales Conversion Strategy

Manufacturing Trust Ø “Better The Devil You Know Than The Devil You Don’t” Ø It’s Increasingly Important To Present Your Business In A Way That Instills Trust And Confidence LESSON SIX - My Sales Conversion Strategy

A Trustworthy Presence Ø Present Your Company In A Larger And More Professional Manner Ø Website: Include Phone Number, Physical Address, Privacy Policy / Terms Of Use, Don’t Skimp On Design Ø Email Address: Use A Business Domain. Example: Johnny 14@gmail. com Vs. John@ABCCompany. com LESSON SIX - My Sales Conversion Strategy

A Trustworthy Presence Cont. Ø Phone Number: Consider A National Toll Free Or “Vanity” Number Ø CRM: To Automate And Manage Follow Up Ø Ticketing System: To Deal With Customer Support Or Inquiries; Helps Customers Track Requests And Aides In Staff Response LESSON SIX - My Sales Conversion Strategy

Outrageous Guarantees Ø Risk Reversal: If The Product Or Service Doesn’t Work Out, You Have Something To Lose Rather Than Customer Ø Avoid The Vague Crap: “Satisfaction Guaranteed, Service, Dependability. . ” Ø If You’re An Ethical Operator, You Probably Already Operate Under A Guarantee But Aren’t Currently Using It In Your Marketing LESSON SIX - My Sales Conversion Strategy

IT Company Example ➢ Fears Around Hiring An IT Company: ➢ Will They Send Some Junior Technician Who Will Fluff About For Hours As He Learns The Job While I Pay Premium Pricing? ➢ Will They Be Available When I Urgently Need Support? ➢ Will The Problems They Fix Continue To Occur? ➢ Will They Bamboozle Me With Geek Speak? LESSON SIX - My Sales Conversion Strategy

IT Company Example We guarantee that our certified and experienced IT consultants will fix your IT problems so they don’t recur. They’ll also return your call in 15 minutes and will always speak to you in plain English. If we don’t live up to any of these promises, we insist that you tell us and we’ll credit back to your account double the billable amount of the consultation. Vs. LESSON SIX - My Sales Conversion Strategy “Satisfaction Guaranteed”

Pricing Strategy ➢ Price Is Central To The Positioning Of The Product ➢ Business Owners Often Set Prices Slightly Above Or Below Competition ➢ How Much Choice Should You Offer? ➢ Conventional Wisdom: The More Choice You Offer, The More Sales You Make LESSON SIX - My Sales Conversion Strategy

Jam Experiment 30% 3% LESSON SIX - My Sales Conversion Strategy

Pricing Strategy Cont. Standard Premium $50 1 Value $75 2 x Value LESSON SIX - My Sales Conversion Strategy

Reverse Risk With “Unlimited” ➢ Offer An “Unlimited” Variation Of Your Product Or Service At A Fixed Price ➢ Ex. : IT Company Offers Unlimited Tech Support ➢ People Tend To Overestimate How Much They Will Use Product Or Service At The Point Of Purchase LESSON SIX - My Sales Conversion Strategy

The Ultra High Ticket Item ➢ Some Consumers Will Pay 10, 20, 100 Times The Price Of Functionally Similar Products (Rolls Royce, Private Jet Travel, etc. ) ➢ Even If You Only Sell A Few, Could Make A Big Difference In Total Profit ➢ Makes Other Products Look Much More Reasonably Priced In Comparison ➢ 10% Of Your Customer Base Would Pay 10 Times More And 1% Would Pay 100 Times More LESSON SIX - My Sales Conversion Strategy

Resist The Urge To Discount ➢ Discounting Puts Pressure On Your Margins, Profit And Positioning ➢ Unless You Have A Loss Leader Strategy, Avoid Discounting At All Costs ➢ Loss Leader: Entice Customer Based On Price, Then Upsell Or Cross Sell ➢ Rather Increase The Value Of Your Offering ➢ Consider Bundling In Bonuses, Increasing Quantities, Or Adding Peripheral Services LESSON SIX - My Sales Conversion Strategy

Make The Setting Of Your Price A Central Part Of Your Overall Marketing Strategy.

Invite Them To Try Before They Buy LESSON SIX - My Sales Conversion Strategy

Everyone Is In Sales ➢ All Employees Will Have The Opportunity To Influence Sales ➢ Consider Creating An Incentive Program Where Sales Get Rewarded Regardless Of Position ➢ Let Your Staff Know The Cues To Look Out For LESSON SIX - My Sales Conversion Strategy

Puppy Dog Close ➢ Try Before You Buy: ➢ Breaks Down Sales Resistance ➢ Buyer Must Reverse The Sale ➢ A Genuine Customer Is Unlikely To Return A Good Product LESSON SIX - My Sales Conversion Strategy

Close Down Your Sales Prevention Department ➢ Many Businesses Make It Incredibly Difficult For People To Buy ➢ Ex: “Cash Only, ” “$10 Minimum For Credit Cards, ” “We Don’t Accept Amex” ➢ Offer Your Customers Their Preferred Payment Method, Not Yours ➢ Offer Payment Plans ➢ People Are Far Less Attached To Future Money Than Current Money ➢ How Can You Remove Any Roadblocks To Sales? LESSON SIX - My Sales Conversion Strategy

Lesson 6 Action Items ➢ What Is Your Sales Conversion Strategy? ➢ Fill In Square #6 Of Your 1 Page Marketing Plan LESSON SIX - My Sales Conversion Strategy