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Entries Tagged as 'Sales'

Video can make a prospect’s concerns go away

October 8th, 2012 · Media, Psychology, Sales, Uncategorized

Video is a very useful medium that most companies underuse. But when they are used…they’re typically used to sell or teach.  All of that is well and good.

But I think you might be missing the boat on an opportunity to make your prospects concerns go away.

I’m in Arizona for 10 days — a mix of working with clients and speaking at a conference. I didn’t want to pack enough clothes to cover all 10 days so I decided to pack for 5 or 6 and hit a laundromat on my day off, in between meetings.  I know…the glamours of business travel!

So now it’s Saturday and for me, it’s “find a laundromat” day.  I’m in a city I don’t know and I’m heading to a laundromat, which is usually not a high end consumer experience.  So I have some concerns.

  • Will it be clean?
  • What hours is it open – can I go during daylight?
  • What’s the neighborhood like?
  • Is it crazy expensive?
  • How many machines do they have? Will I have to wait?

So I turn to the digital yellow pages.  Now I am really flying blind. But, on one of the listings — the laundromat had a video. They showed me how clean it was. They showed me the neighborhood.  They demonstrated that there’s always a staff person on-site.  They even showed me how much the detergent etc. would cost.  Their video made my concerns go away.

It wasn’t the closest laundromat. But, because of the video I was happy to pay for a longer cab ride to go to Ginny’s Washhouse. Why? They’d nullified my concerns.

All the laundromats had text in their ads that said they were clean and safe. But only Ginny’s proved it to me by showing me that it was true.

How is this relevant for you? Your potential customers have worries about you too.  They might worry that you’re too far away or hard to find. They might be concerned that you’re too expensive or you don’t understand their industry.  But deep down inside, every prospect has a worry or two about you.

Some of them will show up anyway.  Or pick up the phone and ask about their concern. But many will simply fade away, not ready to proceed with that nagging worry in the back of their head.

The old marketing model would have been to put the spotlight on all that you do right and ignore those worries, hoping they’d go away. Today, we know better.

Attack those buyer concerns and worries.  Pull them out into the light and deal with them.  And a really powerful way to do that is with video. Our brains may believe bullet points and text but our hearts believe what we see.  Video packs a multimedia punch that can use emotions, strong visuals and even music to create a tone of reassurance and confidence.

Keep in mind that sometimes their fears aren’t as easy to visually deal with as whether or not the floors are clean.  You may need to use a testimonial approach where a current client looks into the camera and says, “I thought AB&C was going to be way out of my budget range so I was pleasantly surprised when I found out it only cost $X.”

Get creative — but get to their worries and answer them right up front.

 

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They’ll buy when they trust

September 27th, 2012 · Business owner/leader stuff, Content Marketing, Psychology, Sales, Social Media

Here’s an equation that every business owner needs to understand.

Know + Like + Trust = Buy.

Whether you sell toothbrushes or multi-million dollar medical equipment and everything in between — until a customer:

  • Knows who you are
  • Likes who you are
  • Trusts you

there is no purchase.  The depth of the trust required varies but there must be at least a base level of trust in place before anyone will spend a dime.

One of the things I love about social media/content marketing is that it is hard-wired to help savvy business people maximize this equation.

Know = search.  If I can’t find you, then I can’t know you exist.  Understanding how potential customers are using search when they want what you sell is vital to your business success today. Do you know what key words and phrases you should be mindful of? Are you creating content that will leverage that?

Like = social networks/blogs. When I hang out with you, in person or online, I get a sense of who you are and whether or not I like who you are.  When I read your blog, I begin to learn who you are and what you believe.  Are you out there, creating conversations and relationships?  If not — when are you going to start?

Trust = consistency online and off.  It’s easy to fake being nice, smart or helpful once or twice. But that’s tough to pull off on a consistent basis. We know that when it comes to our offline world.  And we’re learning it’s just as true online as well.  One of the greatest elements of having a digital presence is that it can quickly provide someone with a long term view of who/how you are.  That builds trust.

That equation lines up perfectly with how content marketing/social media is supposed to work.  When you create great, helpful content that aligns with how people search — you create that long tail effect that drives people to you. When you share it through your social networks and it’s done without being pushy or sleazy, people will come to like and respect you. Like and respect evolves into trust when you behave consistently in the same way.

Whether you actually sell online or you have a brick and mortar presence – using content marketing and your social media presence to move prospects along the spectrum of know, like, trust is just good business.

I’m curious — how are you building trust with what you do online?

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What clear signals do you suppose you’re missing?

August 8th, 2012 · Customers/Clients, Psychology, Sales · 4 Comments

I had a few little electrical projects that needed to be done around the house. So I turned to my Angie’s List favorites. Once I found the right business, I had an array of choices in terms of how I wanted to connect with them.  I clicked on the email icon and jotted a quick [Read more...]

Funny doesn’t sell well

July 25th, 2012 · Media, Sales, Strategy · 3 Comments

Apparently, other people were pondering the same question I was last week when I asserted that advertising can’t just be funny. Now — a recent study is showing that funny doesn’t really sell well. One in five TV ads are funny, and Super Bowl ads are three times funnier than the rest. But none of this [Read more...]

Does your funnel need fixing?

July 23rd, 2012 · Sales, Web/Tech · 1 Comment

People come to your website every day.  They pop in and pop out.  Some spend a few seconds while others read page after to page, lingering for many minutes. Wouldn’t it be incredible to not only know who those anonymous visitors are but what links, pages and information they clicked on? Well, now it’s possible. [Read more...]

Twitter and Facebook ROI

July 8th, 2012 · Money/ROI, Sales, Social Media, Strategy · 12 Comments

This has to be one of the biggest questions banging around marketing conferences, blogs and social media gatherings.  “How do we measure the return on my investment (ROI) for the time, money and effort we put into Twitter and Facebook?” To truly answer that question, you need to define your own ROI. If it is [Read more...]

How do you create urgency?

June 6th, 2012 · Psychology, Sales · 7 Comments

I’ve been in several conversations with clients and other business owners of late all surrounding the issue of creating urgency in potential buyers. You’ve probably found yourself in the same situation. You know your product or service has incredible value but no one seems in a big hurry to buy it. How do you move [Read more...]

The worst sales email ever

May 24th, 2012 · Marketing, Sales · 9 Comments

Maybe I’m wrong and you can top this…but check this out: Hi folks, Name Name here from InvestorGuide.com. Our network of sites reaches a business savvy audience of over 5 million people every month. We also have a million opt-in subscribers and 125,000 financial advisors ready to receive dedicated email blasts. We’ve been in this [Read more...]

What is the next step?

April 25th, 2012 · Marketing, Psychology, Sales, Strategy · 8 Comments

That’s the question you should ask yourself as you create any marketing piece.  “What is the next step I want the prospect to take?” Whether it’s a Facebook fan page, an enewsletter, a TV spot or a blimp with your logo on it — you have earned their momentary attention.  What are you going to [Read more...]

Can packaging help you sell in a new way?

March 27th, 2012 · Business owner/leader stuff, Psychology, Sales, Strategy · 24 Comments

How we package our products and services often communicates more than we think. Sometimes — a fresh look at packaging can introduce you to a new buyer, make you more attractive to prospects you’ve known for awhile or reinforce a buying decision for your current customers. I was in Walgreens the other day and a [Read more...]