There’s
nothing like the Internet when it comes to building community, delivering value
to your marketplace, selling products globally and creating avid fans. I’ve had
clients make millions in sales online in a matter of hours. Unfortunately, for
many businesses, the Internet can be confusing, overwhelming, and a source of
delays and technical headaches. But it doesn’t have to be that way.
You know
all those technical things you think you need? The latest “plugin” for your
website, the fancy graphics, the herd of new “followers” on the latest social
media platform and all the rest? You don’t need ’em. In fact, you’re better off
forgetting that stuff and never looking back!
This
probably runs contrary to everything you’ve ever heard about Internet
marketing, so let me explain. There’s one thing your customers care about most,
and the Internet is the best medium for delivering it. I’m talking
about RESULTS.
To
illustrate, get a piece of paper and pen as I take you through the same process
I use with my $100,000 consulting clients.
The
Results in Advance Time Line
First:
Draw a horizontal line across the page like this:
----------------------------------------------------------------------
Next,
write “A” at the beginning of the line and “B” at the end.
A
---------------------------------------------------------------------- B
Remember,
anyone who considers doing business with you or searches for a product or
service similar to yours is doing so because he doesn’t have the results he
wants. For example, if a person searches for “lose weight,” it’s probably
because he doesn’t have the result he wants, which would be a lean, healthy
body. As this relates to the horizontal line we drew, this person with no
results is at A on the time line. He needs to get to B. So if I were working
with a client who sells weight-loss products, I would have him write
“Overweight” below point “A” and “Lean and Healthy” below point “B.”
A
---------------------------------------------------------------------- B
Overweight
Lean and Healthy
Overweight
Lean and Healthy
Next,
here’s a strategy your competition is unlikely to know about—one that has made
me millions over the years (and led to raving fans and ecstatic customers).
When a person goes from point A to point B, it’s always a journey—one with
milestones along the way. It’s especially true for your customers and
prospects.
To get
from A to B, certain things must happen. I call these Milestones for Results.
Identifying these and helping your customers achieve them can make you a
fortune, position you as a respected authority in your marketplace, and deliver
massive value to everyone who comes in contact with you... all at the same
time.
Here’s
how to turn this concept into money. Identify the four major milestones your
customer needs to achieve to get from A to B. It’s important to stick with four
of the major milestones and not get hung up on little details that could overwhelm
the prospect. So, with the weight-loss customer, my four major milestones would
be:
1.
Establish your starting point by getting accurate current measurements (weight,
body-mass index, body-fat percentage, etc.).
2. Set a
safe and realistic goal for the amount of weight you’ll lose and the date by
which you’ll lose it.
3.
Identify your bad foods and replace them with good foods.
4. Stick
to a specific exercise regimen that is designed to burn fat. As you can see,
someone wanting to lose weight safely and permanently must achieve these four
milestones to get the results he’s seeking. Regardless of your customers’
desired result, they must go through a similar process.
Once
we’ve identified the milestones, we need to abbreviate them and place them on
our time line, like this:
A
-----------I---------------------I------------------------I------------------------I--------------
B
1. Get real. 2. Set
goal. 3. Switch
foods. 4. Burn fat.
Now that
we’ve identified where your prospects are (point A), where they want to go (B),
and what they need to do to get there the fastest (four milestones), we have
one of the most powerful marketing tools ever created: your completed Results
In Advance Time Line.
Why It’s
Powerful
Your
prospects want, need and practically demand to be educated, helped and nurtured
before they buy. Think about it from their perspective:
1.
They’ve probably bought something in the past that’s similar to what you offer
but didn’t get the desired results for some reason.
2.
They’re constantly seeing your competitors’ ads promising them the moon.
3. They
have a problem and are seeking a solution, not hype.
4.
They’re often suffering from information overload because there’s just “so much
out there.”
So
instead of finding information to solve their problem, they’ve gotten overblown
promises and sales hype—which is where YOU come in!
What if
you genuinely helped them get closer to solving their problems before you asked
them for money? Thanks to the Internet, you can do this for little or no cost
to you. And the beautiful thing about this strategy is that the closer you
bring prospects to their desired results, the more they’ll trust you and want
what you’re offering.
Get
Started
First,
you need a clear understanding of your prospects’ specific four major
milestones.
Next you
need to create a simple e-report (like a PDF document), downloadable audio such
as an MP3 or a video that outlines the specific steps they must take to achieve
each milestone. I call these reports, audios or videos “money magnets” because
you’ll use them to magnetically attract paying customers. After you’ve created
your money magnets, you’ll provide simple opt-in web pages that offer each
money magnet individually, in exchange for the prospect’s email address.
Once
they’ve provided their email address, you email them the money magnet they
requested
Any
simple customer resource management service can automate this process. I’ve had
great luck with OfficeAutoPilot.com.
Now that
you have them as email subscribers, send them a different money magnet every
two days. (You can email them links to the money magnets directly. There’s no
need for them to give you their email address each time.) Money magnets for
weight loss might include a video exercise routine, a video showing how to
prepare a healthy snack, a recipe PDF, etc.
How to
Turn This into Money
Because
you help people get the results they want, you’re way ahead of the pack. Just
be careful not to destroy all that trust and good will by using the same pushy
sales tactics everyone else uses. Instead, use soft sales pitches along with
your money magnets.
Here’s
how: Say your prospect wants to grow tomatoes and you’re selling a course on
tomato gardening. Right after giving them a money magnet moving them closer to
their desired results, say something like this: “I hope you’ve enjoyed this
report as much as I enjoyed making it for you. If these tips for growing
tomatoes were helpful, then you’ll like my new course, Tomato Gardening Secrets.
You can find out more by going to my website at TomatoGardeningSampleSite.com.”
You can
also include friendly promotional emails on the days you’re not delivering
money magnets.
The point
to remember is this: As long as you’re helping them move closer to the result
they want, your prospects’ trust in you and desire for your products will
increase. And if you keep delivering results to them in this fashion, you’ll
transform them from prospects to customers to raving fans.
See more at: http://www.success.com/article/modern-marketing-mastering-internet-sales#sthash.ONcSp7lM.dpuf
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