Apply to Your Business: Buying Process


Stress-Free Selling


Lesson Info

Apply to Your Business: Buying Process

So let's move on to essentially talk about some of the same things but in a way tio apply it hopefully thoroughly to your businesses so this is really the buying I call it the sales process but in a lot of ways this is the buying process right as well because they're two fives of this you're selling something but somebody's buying something too okay, so uh flip it around and look at it that way do you? What is your discovery process? What is your next step when the phone rings right? Because so many people it's just whatever they say that day, whatever they're thinking that day, we need to have the ok you need to read this document or you need to fill out this form or you need to attend this workshop. What is your next step then what's your presentation when you get in front of a prospect I've for years called it the internal seminar how do you make how do you take control of that meeting? How do you guide that meeting? How do you make sure that you or whoever in your businesses are ch...

arged with talking to prospects that they're getting the exact same key messages across about how you're different about what your core messages about what you've done in the past with other folks on dh that you know obviously when you start having sales people that you're employing that actually, you know, when it's not you anymore necessarily doing that kind of presenting you want to make sure that there's a consistent message across the everybody that's doing that, but I have worked with business owners over the years that are winging it, you know, every single time they get in front of a prospect and typically it's, because they have that mindset, that they're kind of intimidated by the prospect, and that prospect takes control of the meeting. And so this idea of you having and I and I will tell you, I mean, sometimes it takes having a pretty firm posture, make sure they're educated on what I mean by that is educated on your process, you know, on your tools on your, whether it's, the thing that we send out ahead of time, the questionnaire that we sent out ahead of time, but then sometimes you have to say, you know, if we process, you sit down in front of a prospect that they start saying, well, I need to know this, and I need to know that you have to be willing to say, you know what? We've actually we have a very great process I want to walk you through based on those questions that we sent you earlier on dh, I'll answer any of your questions, but you know this I think we could get the most value out of following this process I mean anybody that said no, we're going to do it my way, right? They they actually looking for you to kind of lead them into that in some cases you have sale cycles, you talked about the really long sale cycles of sometimes, so you have to consider that what are you going to do to stay top of mind? What do you want? You calling that prospect and you've educated him and you went through this one process with them, this one meeting with them, you know, what are the ten touches that you have to then design, you know, knowing that they are going to need mohr information they're gonna want you want, you're going to want to keep that consideration? Hi and what so many people do is they make a proposal and then they, you know, they either do a nothing, you know, they don't call back, they don't have a response or they call him up and say, I just want to see if you made a decision yet, right? Because they don't have anything else to say, so what if instead, you know, you started taking some of these tools that you've developed and you start saying, hey, you know, I know that, you know, for example we know often will have somebody that will say well yeah I want to think about this maybe and so we'll send them here's a seven steps to setting up a social media program might be a blogger post that I wrote or it might be a checklist or it might be a tool and we'll just say hey, we're just going to kind of send about every two weeks we're just going to send one of those and say I know when we talked last time you know this was this was something that was kind of bugging you you know that that you thought you know social media was really overwhelming thought I'd send you this checklist and it just kind of it keeps you top of mind but in a way it sort of wears them down too because they like wow this is really great stuff you know they continue to send us this great stuff nobody's calling us and saying have you decided to buy they ultimately end up in most cases deciding to by on their own because you've stayed in touch now in some cases there are more complex components involved there's budgeting there might be you know a timeline that's involved because they only get funds at a certain time I mean there are a lot of considerations but the key here is that you've got a you've got to build that nurturing and you've got to recognize that that nurturing is a is a piece that that you, you know, if a presentation comes to a standstill or a prospect comes to a standstill, just put him into the nurturing component on dh just start have stuff ready made that it's going to start going out to him is going to be valuable. They're goingto they're actually going to be happy that they see you in their inbox or in their mailbox, the transaction. This is a place again where I see so many people dropped the ball because we put all of our effort in getting the deal or getting the yes. So you want to make sure that that that's the same experience as, uh as really what led them there, and then you want to have that results review and I've got actually, even though I spent all this time on this one slide, I've got these broken down for you too discovery process you have a plan? Gather information suggests next steps end pretty meeting materials mean that's those air that's how you create a great discovery process is that that everybody get matt, sit down to map it out? What would be a great discovery process look like for you? You know what? What information would you need to gather? What information would you need to make sure they have how can you send them something ahead of time? You know I told you we use this signature brand on it that you guys all filled out this is a tool that's built in wu fu you know so it's a really simple even though it seems like a really maybe complex form it's you once you learned the tool you can build it in about five minutes and then you can embedded on your website when you do get in front of a client your presentation the problem your solution how you're different your story may be a real example how you work I mean these are all the things that that you need to be a consideration you know, the first step for us is to make sure that they understand our point of view and how we're different but in when we get in front of them you know these are the kinds of things that we may wanna have scripted and script is a scary term for some people when they think about sully we need thio it doesn't have to be you know, something that you read and go in robotically but you want to make sure that you are getting your key points of difference across now that you've spent time on those asked about questions these are not pre questions necessarily but when you're sitting in front of a client thes air the developing kind of this posture is something that I think can be very helpful a lot times people will ramble on about a problem that they have that they sort of vague on dh really redirecting him back too you know? Can we get specific about that tell me specifically how that's impacting you or how that's impacted you know, a lot of times people go on and just ramble about how bad life isthe right? Have you ever sat in front of one of those before and and you have to you have to be firm enough to redirect it you know, one of my favorites is can you pose that is a question right? Because you know, they're just rambling about, you know, what's wrong with everything as opposed to really anything that you can deal with another times I've had people say, well, we're just not organized in our marketing okay? So I could make an assumption about what that means or I can say, why is that a problem? How is that affecting you? And nine times out of ten the sort of digging in there it might be something different than I thought about not being what not being organized means, but it really forces them to get very specific that makes sense I love to ask people how they measure success, how what would make this what we're what we're talking about today what would what would make this success to you? I mean, how would you measure that? Because I think understanding that especially and we were talking about yesterday, that your person is maybe measuring success or at least the ideal client, you're trying to track this, maybe measuring success differently than somebody who just wants a headshot, right? So understanding that and getting them to articulate, that could be very valuable, what would you do if this problem were solved? I mean, that could be a great place when people start really talking about it, getting them to imagine a world without this problem can be, or not, just it doesn't have to be a problem, a world with where we pulled off this incredible surprise, and you were like, the hit of, you know, everyone's life, right? What would that look like? I'm getting people to start imagining, you know, that result because I primarily deal with business owners, I love to ask, you know what, uh, what they enjoy most, whether they really passionate about their business again, I developed that question because most of time, it's not marketing that they're passionate about, and they've kind of forgotten what they're passionate about, because marketing is sort of choking them in a lot of cases, and so it's a great way for me to get them back on, you know? How would you spend your time then differently if we could make this problem go away? So these are these are some pretty powerful questions that that I again I used, you know, almost daily when we're making on and I will use them. I mean, it's, not like I go through, okay? And I'm gonna ask you a question number seven, this is like the question toolbox or workshop, you know that I'm not having my in my hip pocket waiting for the right opportunity to use and so it's something that you have to kind of get good at developing. We talked about that transaction we have for years used what I call a new customer kit it's basically an orientation process. So when somebody signs up, we want to make sure they know what to expect from us, who to contact or how to contact us for every element. What do we what do they need to get most? You know what we need in order to get started from them. What we agreed upon today, how we actually invoice and expect to be paid. We used to. We don't anymore, but I used to early on, put even a copy of it in this is what it's gonna look like when you get it, and the key is that having that very professional approach talking about money and how you expect to get paid is an element that a lot of times we shy away from and it ends up being this sort of greatest, you know, breakdown in expectations because either you had a different expectation or unfortunately the client didn't think it was that important to pay you for whatever reason, and so I find that that and I found, you know long ago that having that conversation as part of the orientation not only spells that you have a very professional approach but that you value what you do in such a way that you want to make sure that they understand also just the communication of component of it. If you're if you're not going to do the work for six months or a year, you probably are going to need a couple extra reminders of what it is they were agreed upon what it is they have to do next, and so you're gonna have to build that in this part of your routine if you have not already. So the review process uh, make it part of the deal tell them that that you are going to come back after sixty days, ninety days, whatever feels right for you, and you're going to have a conversation with them about the results they got that you know, in your case, you obviously want you want you want them to share that you want them to tell their story about what different sad has made obviously if you're working with somebody doing some sort of physical, whether it's injury prevention or strengthening I mean you've got obvious benchmarks that you know, maybe one of come back and measure and get the results one of you one of things you all will realize as again many of you are just starting, but when you start quantifying people's results and you start documenting them, not only does that make a tremendous kind of sales tool for you to say look, we've here's proof of actual results we got for a client, I think that in many cases if any of you have any issues with what you charge and maybe charging enough and I experience tells me that's most of us, you know that we'd probably don't charge enough when you when you were able to start showing quantified lee this result that you paid again round numbers this result that you paid a thousand dollars for actually returned ten thousand dollars worth of results quantifiable results to you all of a sudden maybe it's a little easier to say? Well, that's going to cost two thousand dollars that's gonna cost three thousand dollars right doesn't make sense and that's that's the part that I think that this review process has the opportunity to kind of create for you I heard this term somewhere and I really love it, which is you want to be reassuringly expensive yeah, yeah, yeah, yeah, I like that too exactly, but the way you get that posture is by proving to yourself that you get that result because I think a lot of times when business owners start out yeah, it's kind of like, yeah, I want to do this, I think I can help you I mean, that's almost the position that you find yourself in, even if you know you can't you can't say and this person did x or enough times, and so you want to start quantifying that and the and the great thing about that is I mean, there's only a couple things that can happen, they didn't get the result, so now you have an opportunity to find out why or to fix it. They got really such an incredible result that they now want to tell the world, and so you teach them how to refer you right? You start understanding the value, and my last point there is you raise your prices because you realize how much value you're delivering now. You may also find that people aren't getting results because you aren't delivering a value or because there's some part of your process that isn't allowing them to access the value so it's a great to me it's a really great checking to say how could we get better to at all times so um and you know a lot of cases I mean it's some of what a client has to do to get a result is up to them and maybe out of your control but if if your end goal is to get them a result you there may be some little processes little reminders some little check ins that you could do and add to the process that would help move them along help them stay accountable so we haven't checked in with the internet audience for a bitter we are we getting any questions from the folks out there and they're tuning in that we maybe want to throw out yeah we've had a number of questions coming up on this whole process we have a question that came in from antis spence and they're asking you about the specific system do you have a system that used to set up a nurturing process? Well I always have to say it depends right because that's how consultants get paid more but but but the reality is that we depend on exactly what your business is but there are some really pretty great marketing automation tool lt's out there and I'm guessing a little bit that's what they're talking about it doesn't have to be you know their tools like infusion soft and mark eto and the exact target that our serum tools that also let's say you go out meet with the prospect and they they fall into your tri phase you can actually tell this software to okay every two weeks send them x document or ex you know, email or you know, some sort of education you can completely automate that process and it's turned on and off based on you know, where somebody is in in you know, in your marketing our last for example but you can also do these certainly by hand and and it can just be you know, if you're if you've got hundreds of prospects marketing automation tool is pretty important, but let's say you have, you know, forty year fifty really at any one given time that were in that phase there's probably no reason you can't just either have you know, somebody help you with it or you just say ok, every two weeks we're going to look at where those people are and we're going to send them something but but I will say that if you can if you can get to the place where you're using some of this automation, it really helps because it's just one less thing to have to think about the real work for you is to develop what would we be sending them? But if you can automate some of that it can it can eliminate some of the work the trade off, of course, to some degree is that, you know, the best nurturing is one is highly personalized. So it's hey, here's, the thing we talked about, you know, when we met that you said you were struggling with the most now in some businesses, maybe there are only five things that almost everybody falls into, but so you have to balance that with, you know, automation that makes life easier but is a trade off with kind of personalization, eyes asking how much or what type of education would you suggest for lower cost products, like in the hundred to two hundred? Well, I think a cz, much as it takes for them to really understand, but obviously you have to be prepared to deliver that in a pretty automated way. So you're you're running advertising, maybe that is sending them to an e book or sending them to a video that explains, ah, product, and maybe it gives him opportunity to get more information. But you obviously have to make that pretty pretty automated. Now we have some questions come up earlier when you were talking a little bit about research and getting into industry research, you mentioned one tool that you like, but we had some questions talking about he's associated with that is is something where you have to set up like a monthly membership or say you just have one specific instance when you need research can use go in and pay a one time fee do you remember and if that have you studied first research enough to know that I am pretty sure they definitely have a monthly plan but I'm pretty sure you can start it and stop it s so you could go into a whole bunch of research for one hundred dollars maybe or something and then and then you're out okay or something or or you could sign up for the ongoing it's really on the way we use it so I'm assuming this is somebody that's interested in b to b is you can use it and you can use it as a research tool so you're going in so for pre call mean to understand some of these industry may be that you don't understand but you can then also produce some reports that show that so in some cases we use it actually in as a deliver ble so will we will also say we're here you know, here at the top ten trends you know in your industry that you need to be concerned about over the next year and we'll actually make that part of the productor the project as well so it's kind of got a lot of uses alright, thank you alright, so anymore any questions from you guys have got just a couple couple kind of what I would categorise miscellaneous tidbits before we finish up this sales process category, so in terms ofthe when you get customers, this part of the sales process then is involves making sure that that experience day is so high that I talk about turning your customers into advocates and so once somebody signed up once we've oriented them, you know what are all the ways that we could make sure now that we remove friction so that it's easy for them to contact us? It's easy for them to get the result it's easy for them to, you know, to pay maybe, right? So we're not saying, oh, the only way to pay us is we'll send you an invoice and you send us a check, you know, are there elektronik means of which they could pay? Are there ways that they can use services like paypal? I mean, we just want to remove kind of making this simple and efficient as possible. I don't think that you I've said it before, I don't think you can over orient people, I don't think you can tell people enough here's what to expect or here's what we're going to do or here's what you need to do next, one of the things that I think is a great silly almost differentiator is to intentionally build in some sort of surprise is there some way for them to get something they didn't expect? Um and the reason I like that is because we all love good surprises we all really love to have our expectations exceeded and unfortunately so few people are doing it that it's the bar's not that high and so a hand written note a balloon? Okay, I mean, really, really simple things could be a surprise additional product or service. I'd buy running shoes from an online store and he always puts in socks and energy bars and stuff. You know, every time you know that I get a shipment of shoes and, you know, it's just it's a nice surprise. The thing is, with some of those types of things, um I'm guessing he gets that stuff free the story by from now because it's from strategic partners that I want to promote their products, they want to get me hooked on their energy guards, right? And so they're happy to actually give that a lot of cases you can look to your strategic partners, people, other people who might be working with for you talked about gift certificates for, you know something a nail salon or something because it's very related that's a great strategic partner for you so think about building some sort of way to say here's what we agreed upon today but oh, by the way you know here's something more that you didn't expect I think it's a really important step in the process to really get much input as possible continually asking so early on you know I told you in the program teo to ask about the to interview I should say your customers and make sure that you're getting that idea for your core message but continue to go back to them and ask about all of your processes to so when you have a great customer that's really happy you know, sit down and say look here's, our here was our sales process here was our orientation process a lot of time you're doing it with them and they don't you know it's almost transparent to them right? But to actually go back and say, you know, here's the components we did you know could we make this better on dh really continually what what I find is that not only you're going to make your processes better hopefully you actually I think build stronger bonds with your loyal champion customers is the more you can involve them in giving feedback and helping you get better I just find you really get we really get connected I think to the companies that really do that and I appreciate that and then obviously we can't say thank you enough but it's really easy in the rush of trying to go out there and get that next client to sometimes not appreciate our existing clients how many of you have had a with a with a a service or company for years and then you see their email that goes on says for new new business on ly you get a discount, right? I mean it's it's I've always thought that was that was a tough one because you know, the people that kind of brought you there, you know that discount is not available to them andi I think that you know that really showing appreciation for existing clients is is how you long term game's gonna be won think in terms of additional revenue streams, we're customer service. So now that I've got you thinking about this complete and and journey you know, are there ways that you can actually start spending off, you know, new product or service offerings after somebody buys a product or service from you so things like, you know, live q and a sessions you know, after the fact drop in friday workshop so you talked about, you know, your I mean, I think you're actually doing this to some extent with your you're selling, you know, photography but you are also now teaching people how to do photography, so if somebody wants to just yeah, so somebody wants to drop in that's great. I don't know if you do sell cameras. No, I don't sell cucumbers, but life cuny sessions and hang out. And, ah, the this is actually what they got in the feedback from a client's they would be interested in have some kind of meet me top should out together that they can practice and get feedback from them right away. Yeah, and so that could be a membership course on those, so you could look at it as kind of a monthly recurring thing that you're going to get these other elements, you know, that's part of it. So so some people, some people, may look at this and just say, hey, we'll make these benefits of being a customer, being partners, so, you know, any time you want to come in on friday and touch up on some element, you know, I'll be here, you know, for an hour talking about x, y z or something, but you really can also look at these as revenue streams, which I think you're you're already doing on dso once you, once you create a really great customer journey, and you have a great stay, helps process you, I think, should should immediately start looking for some additional revenue streams that that are actually that makes sense. They're not just your saying no, look, we could expand this way, or we could add on this way, they are really things that your best customers will actually truly value on. Dh, you know, there's for many, many sales folks, you know, they have for years kind of said that, you know, the easiest thing to sell is mohr stuff to somebody who already knows, likes and trusts you right on dh, I'm not advocating, necessarily that you go out and just dilute what you're doing and start saying, oh, look, we could make money buying by being an affiliate over here, doing this over here, but if you look at these revenue streams from, how can we serve our existing customers better? So it's not a how could we make more money? But, it's, how could we, sir? How could we do it? We're already doing with people that already love us to make take advantage of that relationship in a way to add more value, but also think about it as a revenue stream that makes sense, okay, so the final thing today or in this segment, I should say, is again, like, I've done in some of the other segments, here's kind of some of the tools that I use, um for that discovery process you know we use wu food because great great form builder just really, really easy to do another actually I don't use it as much, but another great was called form stack present presentations you know, these tablets I see you know about half of you with on ipads and things doing presentations now with clients actually using some visuals like the ipad tablet, so if you're sitting one on one with somebody actually show them you know you're one page plan or show them your checklists khun b I think could be a really powerful way to make a presentation there are other really inexpensive tools what was the one you mentioned yesterday? And uh I thought you mentioned a meeting till but meeting burners are really inexpensive one I'm you know, I use all I have people that I use all these with and I can't remember him all the time nurturing and those air just terminology serum is your, um, customer relationship management tool dsp just stands for your email service provider, so a lot of that nurturing can be done in you know you're using a constant contact and you can set up a program that you put somebody in and it automatically will send out the e mails for you um a lot of a lot of work that's done on a project basis can be set up if you have customers that you don't want to just send them everything or you don't have this trail of email back and forth because you're going to maybe be working with them on a long term you're gonna have to be like gathering kind of do you guys use a project management too little we actually do use basically okay, so so you understand the use of that when you're working with a client having this online tool where you can store documents you can collaborate you can exchange things you have unified messaging he knows so that there's not like okay, where those ten emails we sent back and forth to each other at all kind of stores in one place so base camp and maven link our couple great tools for that um doing the review process using you can use you know, a survey for that maybe just send out your customers teo tell us how we did on this that could be the start of that process get satisfactions another tool that you can use teo really measure the results people are getting on and then a couple serums I have for years used infusion soft it's a kind of ah it's ah it's a bigger more of an e commerce shopping card everything platform nimble is ah is a a much smaller one really for and I mentioned what when I mentioned earlier hatchback and batch book you know, there's a couple of serum tools that are really simple ways they're they're low cost, simple ways for you to have a kind of a lot of automation about with all the all the correspondence that you've had with with a customer all the, you know, where they are in the stage is like, okay, I did this presentation or they're in a try, so you're able tto really keep track of and run kind of reports on who's, everybody I need to follow up with this week because they're in this stage, so those were a couple tools that might be helpful. So what out of this sales process idea, you know, really feels immediately applicant for some of your that you found yourself saying, okay, we have to do this. That idea of train, the potential customer as a customer already is really useful, because at least with we video your surprise, you have people who already need some hand holding because there, overwhelmed by the magnitude of what they're about to dio and so have establishing that relationship before you even talk about the sale. And so they understand how you work and what you d'oh is a really nice way to introduce the process rather than just say, give us your money, and then we'll show you what we do because it's it is about a moment and you have to create a bond with your that person so that you can create their magical dream for them so it's really nice yeah it takes a little bit of a mind that shift doesn't right because I think we are all kind of wired to give me the money and then we then we can start doing work and I'll just reemphasize because I can't say it enough you have to be attracting the right people or that process will blow up in your face too so that's why we spent you know the entire front end of this program on a tractor right people who else for sure sending something out to get some information and you know wanting to spend the next twenty four forty eight hours really narrowing and focusing on exactly what information I'd like to receive I'm also realizing that it's a very important client they're meeting me halfway I know they're interested there interested in yoga and I'm thinking well how far do I go in order to get this client because I need one big high profile client with name recognition do I offer half price do I offered to work at cost dough I throw an added value like maybe I could do some video promo cz for them I mean there's a lot of service is that I and my network can provide for any company around marketing and video although I'm transitioning to yoga and for athletes, do I try and build, you know, get this client hooked by any means necessary? That's probably not the way I would position I think that I understand the need for this high client, high profile client it could actually turn into, you know, really being the significant thing that makes this gets a momentum, it's still a negotiation, you're going to deliver incredible value, right? I'm assuming, you know, no matter what, you want this client, but you have something for them that you can deliver it. Now, if you decide I want this client because they're going to be a really hope high profile client, then what you need to say is if I'm going to if I'm going to offer you a deal or I'm going to talk, start talking about discounting my service here's, what I want for I want the spokesperson thing, I want the ability to say, you're my high profile client, I want, you know, these. So so you're not just saying, oh, please, please, you know, talk about me in here, it's half price, right? You're coming from a position of this, I'm still delivering full value, so I'm willing to negotiate how I get paid for that value, and some of that payment can be that you know, we get to, you know, we get to maximize assuming you're happy, you know, and you're getting a result that we agree that we're going to get to maximize the exposure that the you khun brings. I mean, I would definitely have that conversation. Does that make sense? Teacher? Never, never just discount, you know, because then that becomes the price, right? So, you know, it's always deliver the value. I'm willing to be paid in a different way, right?

Class Description

In a constantly evolving economy, strong, dynamic marketing and sales skills are equally essential. John Jantsch, author of Duct Tape Marketing and the upcoming Duct Tape Selling, is ready to equip you with the tools you need to think like a marketer and sell like a superstar.

During this workshop, you’ll learn how to shift your thinking about the relationship between sales and marketing. John will cover ways to leverage customers’ dependence on word-of-mouth, personal recommendations, and internet research when making purchasing decisions. You’ll also learn how to build a competitive edge by positioning yourself and your company as an expert provider of a niche service. John will introduce you to the Sales Hourglass, a tried-and-true sales process that allows you to educate customers more clearly and effectively about your company’s unique offering.

This course will energize and equip salespeople, marketing professionals, and small business owners to sell more and sell better.