Witness The Small Business Marketing Strategies That Legends In Marketing – Jay Abraham, Chet Holmes, and Eben Pagan — Have Marveled At So Highly That They Proudly Brought Scott In To Share The Stage With Them At Their Own Events And Speak To Their Audiences
It’s Lewis a.k.a. Nerd #2 a.k.a. L.L. Cool Nerd.
Maybe you’ve heard of Scott Hallman. Maybe you haven’t.
If not, today is your lucky day because I’m introducing you to a super star who all the pro’s respect for his ability to get results for his clients.
He’s spoken on many a event with Marketing God Jay Abraham, probably most noted was the presentation he did at Jay’s Mastermind Marketing event, which is definitely one of Jay’s top 3 seminars he ever conducted.
He’s not only shared the platform with but also partnered on coaching clients with the star studded Chet Holmes, the author of “The Ultimate Sales Machine”, Co-host for at least 3 events with Jay Abraham, Co-host of The Ultimate Business Mastery Seminar with Tony Robbins and much much more.
And when Eben Pagan popped his cherry and exploded onto the scene with his “Get Altitude”, Scott was one of the gentleman Eben asked to speak at the event.
Anybody who’s somebody in the world of info-marketing and business consulting knows Scott’s name and now you’re going to, to or just be reminded of how bad ass he is.
What I’m sharing with you now are notes on his “Sequential Marketing” course and I’ll let Scott’s wisdom walk onto the stage now, tell you what this all about . . .
So the purpose of this course is to set up a sequence in taking somebody from a cold prospect, through to being your client and that sequence looks something like this . . .
First you identify them, then you get them to read or listen or see your communication, then you get them to take action to put up their hands somehow drive them to a website to call and talk to somebody, ask for information.
From there you get that prospect to see us as the logical choice to purchase from. And then of course we want to get them to purchase from us and after that we want to get them to continually purchase from us.
So if you look at it as a sequence and not as a one off, you have a lot more room to build the relationship and to build up your client’s value.
So there are really three steps to the sequential marketing process . . .
The First Is Sequential Lead Generation:
So what are you doing to get them to raise their hands and identify themselves? Are you sending a series of letters? Are you sending letters, emails, faxes? Are you making phone calls? How are you getting them to raise their hand?
The Next Part Is Sequential Selling:
Once they raise their hand, once they get in touch with you, then you switch to sequential selling, where you’re trying to convert interested prospects into purchasing clients.
This is the step where you take care of everything from setting the appointment if it’s appropriate, handling objections, talking to them, meeting with them, selling them.
The Third Component To Sequential Marketing Is The Process Of Sequential Customer Marketing Or Customer Selling:
What are you doing to sell the people who’ve already done business with you again?
Before you can start sequential marketing you have to have your laser focus of who you’re marketing and talking and what their commonalities are.
Especially when you’re selling to them you you have to know what are their common fears, what are the most common objections, what are the common desires, what do they want?
After you’ve got your laser targeting then you have to have a very compelling advantage or value proposition. You have to know what they want, what they’re scared of what worries them, what will sell them.
It sounds fundamental but if you haven’t spent a lot of time thinking about this or if you haven’t thought about it recently, then it’s time to get off your butt and do it.
The next key is to think multimedia . . . audio, visual, text, have all of these things available so you can reach the greatest number of people.
When you’re looking to add voice broadcast to your marketing mix, you want to break up your selling story into 30 second sound bites and deliver it sequentially in a number of messages so that you’re getting more and more touches more and more associations with your name and value and giving them more and more opportunities to get in touch with you.
One of the great uses of any type of sequential marketing is to find out when on average, when people start to have problems after they’ve stopped using your service and then get in touch with them, either before that or slightly after that and give them the opportunity to come see you and to do business with you again to solve those problems as they come up.
Email For Lead Generation?
Scott does not recommend email as a lead generation or a way to sell people.
He does think it’s a fantastic tool for followup once you have a relationship with people, once they know you, once they’ve put up their hand, then email is a fantastic tool. (If you want to learn how we’ve made a shit-ton of money using these tool, you’ll definitely want to click here now . . .)
One of the tactics that a client of Scott’s uses is to send DVD player with a promotional DVD preloaded then he follows up with sequential voice mail messages.
Each one targeted to just one idea, so they call the day the prospect gets it and say hi “this is X Y Z company. You just got a DVD player from us. It will teach you a lot about these following problems in your business . . . I would suggest that you open it up to chapter 1, and get a broad overview of all the different potential problem areas in your business right now. Or you can look at the table of contents and go to any one that’s particularly interesting to you.
He then follows up with a sequence of calls each one about a particular chapter “Here’s a little something about legal problems, for more information go chapter 4 in the DVD that I sent you.”
So this type of marketing allows you to hit every angle that they may be worried about in an organized fashion so you’re not just hoping that these companies will respond to one big benefit in the middle of one big salesletter or sales appointment or sales phone call.
You get in touch with them a number of times and give them a number of different interest points that all link back to one central reference.
So in this case a DVD, but it may be a CD, it may be a book and by doing this, you greatly increase the chances that you will hit on something that they’re concerned about and you’ll be able to enter the conversation in their heads.
A very important part of marketing to existing clients is determining at what time it’s best to do that particular type of marketing.
For example, you don’t want to ask them for referrals when you haven’t seen them in four months. The best time to ask for referrals is a when they’re very happy with what you’ve been doing and you’re right in the middle of working with them.
Following up on this note, a hugely important thing to consider in all of your sequential marketing to existing clients is the frequency and intensity of your effort to contact them.
So do you send them out the friendly hello, or do you send them out a “your life will be over if you don’t buy my service in the next two days”, and how often do you send those.
The key to sequential marketing is to not give up on the prospect until you’re sure that they know your value proposition
If they say to you “Look, I understand you do the following things, I understand that you’re making these promises. I don’t feel the need for that at this point in time,” then you can stop trying to convert them.
Otherwise though, keep getting in touch with them until you’re sure they have understood your value proposition. Don’t assume that one or two or three contacts is going to do it
A key element in your sales story is to research all of the areas that are painful to your audience and fully dimensionalize that pain and even show it to them if they haven’t thought about it.
For example, a hiring expert could tell the prospects about how much the average settlement case costs if a former employee sues. Tell them about how much money they’re losing because of past employees. When you illustrate that pain, it makes it much easier to solve it.
People often have a general idea about the pain you’re trying to create. They know that its out there. What you’re doing is giving specific details to it. Putting it right in front of them and saying “this is exactly how much this is hurting you.”
Basically you’re prodding them with a sharp stick to get them to acknowledge it.
Then you move on to explaining how to mitigate that, and of course, you’re setting the buying criteria so that you’re the only logical choice.
One of the really powerful things you can do in building your sales story is to get a lot of different articles, a lot of different facts, figures and research from a lot of different places, that support your point of view.
If you want to do marketing consulting, you may try to find a lot of articles that talk about how important it is for small business owners to focus in on a few key areas and outsource everything else, because the reason 80% of small businesses fail, is that they try to do too much.
Here’s a cool tactic . . .
Send a company DVD with your core story or sales message on it.
About five days later, send them a bag of popcorn and an offer that you will buy them a Sony DVD player if they can answer the following three or four questions from your DVD. This is an awesome offer that can literally force them to watch . . . and like you for it. (Of course the math has to be right when doing lead gen like this. If you stand to make $5,000 on a sale of an information product, spending $50 bucks to buy a cheapo DVD player is what Scott has found to be good math when trying to convert leads)
If you have a good sales presentation, then after they watch this DVD you’re much likelier to get a meeting and then of course you’re much likelier to close than if you just try to do everything with a couple of letters or emails.
Sequential marketing is needed even when you have a great product or service that you would think would sell itself
In fact it may be especially useful in this case, because you’ll have so much stuff to talk about about with your product or service.
In each piece of the sequence one of the biggest barriers you have to get around is why should they spend their time listening to you or reading what you send them or watching what you send them, coming to see you or calling you?
You have to make it very very compelling or very easy for them to do this.
Otherwise, they’re not going to take the time, everybody can say that they’re too busy. So either come up with ways to reduce the time commitment per communication or come up with ways to make them a great promise and prove it to them quickly that it is well worth their time to hear you out.
You really have to be able to answer the “what’s in it for me” question whenever you’re communicating with the prospect
Scott knows of some software companies that have given way a month or two month trials of their software, with full access and said, “If you use this we guarantee you’ll put $50,000 more revenue into your business. Use it with no strings attached, then if you want to continue using our software after the trial, you’re welcome to do so. We’ll get you started without interrupting the momentum you’ve already built up.”
You’re telling them exactly what’s in it for them, why they should try you out, and what they can get out of it.This is a very powerful way to grow your business.
90% of winning the battle is just getting them to listen to you, getting them to talk to you, or getting them to read what you have offer so anything you can do to grease this slide is good.
This thinking is what made the old Jay Abraham, “I’m going to shamelessly bribe you,” offer so kick ass. He buried you with $20,000 dollars in gifted product of his before he asked you ever to spend a time on what he had to offer you.
Another huge barrier that you have to get around is time
People don’t want to take the time to talk to you or to read what you send them, so you have to make them a promise that in a very short defined period of time, you’re going to give them a benefit.
This forces you to get very creative in how you present your materials, you have to condense it down to get the most into the least time, but it’s very powerful if you can say to somebody “In 10 minutes I will demonstrate to you how I can put an extra $60,000 a year into your pocket . . . ”
You want to be asking for absurdly limited amounts of time in exchange for a huge promises
An important followup: They have to feel that they will receive the benefits of that big promise immediately
Here’s another key it’s even more powerful if you can say to them I will show you how to make an extra $60,000 a year immediately whether you work with me or not. So if you give me 10 minute I’ll show you things you can immediately start doing to put money in your pocket, even if we don’t do business together.”
One of Scott’s clients does something that he calls 84, 17, 6.
What this is, is he says “We’ve identified 84 distinct competitive advantages that you can use in your business. From our research, we know that most people will find great value in and use at least six of them. It will take us about 17 minutes to determine which of the six will be the the most powerful for you. When would you like to sign up?”
What makes this great is that it’s a highly specific promise.
What really helps is if you can and dollar values to using six of these. He said the people who were previously hanging up on their telemarketers are now signing up.
A lot more attention will be paid to you if you use odd time slots for meetings . . . “It will take 17 minutes . . . it will take 23 minutes,” this is much more powerful than if you say 20 or 25.
And It All Starts With A Big Promise To Come In an Initial 4 Minute Phone Meeting
Here’s the kicker . . . You don’t have to actually add value in that four minutes.
You don’t actually have to help them in that four minutes. What you have to do is describe to them some of the benefits that you can bring, or to give examples of some methodologies that you have used, and then you can tell them to fill out a survey or to fill a questionnaire and get it back to you so that you can take some time to provide value to them outside of that four minutes.
You do want to bring them value, but more importantly, you want them to be happy they spent that four minutes with you and you want them to tell you that you can stick around or to schedule another meeting or something of that nature in order to really be able to lay out your presentation.
One of the things that you can do very quickly to establish a value even in a four minute timeframe is to talk about two or three things that every company fails to do or fails to optimize.
So you can talk about how every company fails to communicate properly with their patients, you can talk about how every company fails to test their marketing enough, or how every company fails to and insert marketing mistake here.
So step number ONE is to generate interest and get your four minute or nine minute meeting
Step TWO is to present your information condense everything you have into the smallest, tightest, most of value packed four or nine minutes you can
Step THREE is to come up with the three to five most powerful questions that will give you the information you need to show them how you can make them whatever amount of money you promise or to show them how they can do it themselves.
Step FOUR is you must quickly address and overcome skepticism
The way that you do that is you tell them exactly what’s going to happen.
So you say . . .
“In the nine minutes what I’m going to do is show you the five fundamental growth strategies that every business must do, but that 98% aren’t optimizing, and simply by working on these fundamentals, if you’re not already optimizing them, then just doing taking actions on these can increase your business by 15%. And then I’m going to ask you four questions that will help me assess where you are, and I’ll show you what you can do to increase your performance on these fundamentals.”
So you’re giving them a mechanism of how you’re going to achieve your promise. In essence you’re proving your promise. Here’s how I’m going to do it.
Step number FIVE and this is very important you must stop at the promised time
You’re going to be very tempted to go forward especially if they say “no stick around.” So as soon as your time is up. You say to them, “Well, that’s our nine minutes, and I promised you I’d stop here, so I will.”
No matter what they’re thinking, your credibility skyrockets at this point.
So when you stop, then you say to them “That’s the end of the time, I promised you that I’d finish now and that I’d show you how you can do this, did I I do that?”
If they agree that you did then you say to them “Ok, we have two choices. We can continue to move forward, or we can set an appointment for 30 minutes at some time in the next three days.”
Obviously you want to have permission to keep going either right then or as soon as possible.
Just keep in mind that the minute you set an appointment they’re going to forget about it, so you have to be on the ball with an e mail or fax or followup phone call to remind them that you’re going to be meeting.
A Great practice is at the end of your short call or your intro you send them an email that summarizes exactly what you’ve done so far . . “So you summarize you have this many clients. You don’t currently have no referral system. If we generate one that even gets a 10% response from your client base you’ll generate this many new clients, which will mean X dollars to your business,” and you do that with all the points you bring up
and then conclude that email with “and we’re just getting started,” or “and that’s just the tip of the iceberg.”
The key is to keep the momentum going keep them excited about doing business with you.
The benefit to condensing a presentation like this is that you can do it over the phone but more importantly you’re systemizing it. You’re forcing them to follow a script because you say to them “in order to make sure that we get the most out of these four minutes I’m going to ask you a few questions.”
Now you’re asking questions. So you’re in control, which means that anybody can ask these questions, and then move through a script if you take the time to do it properly.
The key to the question sequence is that you don’t ask them “how?” or “why?” questions in your initial interview. If you ask them “how?” questions, you might use up your whole four minutes with one question.
So use the closed and questions, yes or no questions. “Are you?, How many do you have?”, “How many of the following do you use?”, etc. etc. etc. You want questions that will give you the information you need in the shortest possible time.
So we’re going to talk now about how to pierce the attention shield . . .
How do you get through to your market?
It takes more attempts now than ever before in the history of time to get your message read, or listened to, or watched.
So we’re going to talk about a number of ways to break through this attention barrier. A number of ways to make this more efficient marketing so that you can get the attention and business of your prospects without killing yourself.
Principle 1: Repetition is required
The old statistics say that it takes eight to 10 attempts in order to reach your target today much much more but most people don’t even try to contact them eight to ten times.
This means we really need to get diligent about more repetition, more attempts to contact.
Principle 2: Intensity breeds success
The whole purpose of the sequential marketing system is to very intensely market to your prospects in a concentrated period of time.
Generally you’re looking at a six to eight week barrage where you’re getting in touch with them one or two times per week for that six to eight weeks in order to generate anywhere between 10 to 15 touches to each prospect.
The key is to keep interest high without being obnoxious.
If you wait too long between touches it’s amazing how quickly interest drops off. Scott has an example of a company that he showed how to find $1 million in their business, and didn’t get back to him for 10 days after the initial call. After that 10 days, the person . . .
END OF TODAY’S AWESOMENESS. COME BACK FOR PART TWO. YOU KNOW YOU WANT TO HEAR MORE OF SCOTT’S BRILLIANT IDEAS . . .
Lewis LaLanne a.k.a. Note Taking Nerd #2 a.k.a. L.L. Cool Nerd