Stress-Free Selling

 

Stress-Free Selling

 

Lesson Info

How to Create Your Ideal Client Persona

So tell us again about your business. I no, we we heard it at the very beginning, but let's have a refresher now, there's and don't be nervous you're not ever seen and my heart's beating oh, cash, I can feel it there. So I have two arms and I I want to preface that by saying that I'm in it a development stage. So I'm actually in developing a lot of those foundational. You don't know what you don't know yet exactly, although I do have some clarity and that feels really good. Okay, so share. Okay, so two arms of the business, there is the portrait and I have decided to focus strictly on headshots and families. Most of my clients is particularly for the head shots are going to be women because I I really like working with women entrepreneurs and the fine art, you know, that's another where the where sort of the markets I'm not so clear. Um, uh, I've had some success selling on my, uh my art teo healthcare facilities, I think it's a very good place for it. However, I've yet to define where...

I want it. Like more its defining me like where the money comes in. Okay go right which is not uncommon particularly when you're getting started yes. So let's let's try to focus on one of those okay, so let's I liked what you said when anytime I hear people say I like working with somebody I mean to me that's one of the that's one of the characteristics of an ideal client I mean, if you're you know if you're going to be working day today with actual real people and they're going to be in your studio or they're going to be you know, in your officer you're going to be going to their offices it really doesn't hurt if you kind of like being around each other, right? I mean there's nothing worse than that phone call and you're kind of like, oh, I don't want to answer that phone you know from that so so that could be a characteristic and doesn't mean that that has to be the on ly thing but I like that in a small business because it's so personal so let's talk about these women entrepreneurs so if I were to come to you and keep that persona in mind and so I would ask you the very broad question so you were telling me about your business I know a lot of people that you need their photographs taken how would I spot your ideal client um she's going to be probably, uh a mother let me see you all pay attention because you're going to add to this you're going to help you with this okay so so don't you know this is not your time to check out in case I know none of you were doing that but I just you know thought I would warn that so you're gonna analyze what she's saying you're going to help her make this better or you're also able to say you know tio you know I totally see who that is but all right so this is going to be I'm sorry how would I spiked your ideal client again um so she's definitely carrying a lot of responsibility so she has their own business and she's a mom actually because those two parts of the business would support each other very well um and uh oh gosh this is I just have to say that this is like grabbing in the dark yeah yeah right because you said you already knew so there's some of that so think about have you have you had a client that is that yeah she's a yoga uh okay, so now we're getting a little finer so it she'll be into spiritually growth god I know that yeah and she'll be into learning about herself about her um her power in the world about what makes her unique about what specific powers she has other strengths women however you want to say that um, well, you should get information. Why does she why is she looking to get a photograph taken? She needs something updated for her profiles for her website. She wants something that resonates, who she is and that is able to communicate that quality. That essence. Okay, all right. And you think they're you guys starting to get a picture of this? I mean, one of things that you certainly have done particularly. And I mean, when you say women entrepreneurs that's that's, a group that's define noble but it's still pretty big group right on dh you said, who are moms again? That maybe narrows the list some, but probably still pretty pretty big group. But then when you started talking about this, uh, this idea of that there'll be a spiritually aspect to it and that maybe the photograph that she's looking for is different than other people. How so? Well, I really like teo to be a co creation, so the photography has to at one point you're the director, but at the other time you're also the interpreter or the, uh the reader sear I mean, that's what a visual artist does. They see things that maybe other people don't, um so it's about about seeing that coming together, understanding, listening and then creating something that's a reflection so are there any elements that she needs to add to this are their like again I think I think she's actually doing a pretty good job narrowing and I think it actually the language that you're even using already I think probably is going to appeal to the market that she's described but is there is there some what's missing maybe the type of business that you'd like her to have like any setting the yoga teacher but other any other no you said that she was probably practicing of yoga, right? No no, the one I have in mind oh, that one actually was yeah okay, all right, all right. Okay, okay, so I actually haven't I don't know about professions that there were areas because you just don't have enough experience and really the nice thing is that if you're talking about these beliefs or these what marketers called psych a graphics, you know that there's certain certain beliefs probably if somebody that has a spiritually background to them, right? I mean, and you're saying that that's that's who you want to focus on, right? Ok, so they're probably certain beliefs and it might not I would say if you get a whole bunch of research, there's probably industries that people with those believes no armor or more drawn to but it can be industry neutral to couldn't I mean because it you know that definition of of of an entrepreneur well female entrepreneur so maybe maybe to find that a little I actually I know probably one of the groups will be coach is because I worked with a lot of coaches I've been in a lot of coaching groups and I understand what they do and I think it's also I like photography coaches is an industry where you really have to differentiate and start to get clear because it's a growing business yes this and it's hard to define it isthe whatyou do yes. How about from the internet people chai ming in here on this particular one or share for for terror are they sharing their own incites people? They have some questions about you mentioned psycho graphics now this question comes from zaza zaza and they say that seems like demographics are much more straight forward is there a different way of looking at the psycho graphics? I think that word kind of intimidated demographics are typically straight forward. I like to talk about observe the kind of things you khun you khun by research on I mean you could say in my neighborhood x amount of people that are this age you know, live there psychographic our little tougher and you started to get at psychographic because it well what you actually did you identify the behavior that thes people typically have a a spiritual aspect too you know what they want to get out of their business may be what they want to get out of life on dh that that typically then starts defining things they believe in right I mean things that they value things that they want. So so when you started describing what what you believe people want out of their actual image or their actual photograph, you know that's much different than somebody who is probably just saying hey, I just need an updated shot I've lost ten pounds I'm five years older, you know, whatever it is I need an updated shot right that's a different person and that starts that that really starts getting at the essence of this idea of psychographic says it can be a really confusing topic no question because what you're really doing is you're saying you know what they value and sometimes it's hard to have markers I mean you can't just walk up to somebody and say do you value life long learning you know, do you value people telling the truth? Those were harder things teo really pin down but I used that example of in my business we have discovered that people that I told you that that belonged to their association or participate in their industry association a lot of times that tow us is a marker of somebody who value's expertise values lifelong learning on dh those those are things those air psychographic is quite frankly that we're trying teo to identify with that we know are good, you know, markers of behavior that makes an ideal client for us and so in your case what would somebody what would somebody do? And again sometimes it's quite obvious that they have a spiritual practice and belief and you know, some cases they wear it on their sleeve, right? But what are some other instances where you would say, you know, people who do acts you know might typically fit that demographic, so since we've already narrowed it down to female entrepreneurs, is there a subset of feet female entrepreneurs? Is there a behavior that they would do that you think would probably and then being indication they would probably eat healthy? They would probably have ah, a practice of whatever, whether that diogo our reputation or uh and so they might actually belong to other groups they might read publications or get information or belong to a certain communities right? And so those air those then khun b for her the ways for you to maybe kind of clarify some of those psychographic make sense. So could you or right? I'm actually asking you would you because this is on the test go ahead and for your homework then write that out is thoroughly as you possibly can you were kind of giving like what I would call bullet points but you were actually want to write this out I use the term sketch you want to write this out almost as a as a thorough sketch so that if somebody read that they would and and again not not everybody's going to know somebody like that, but they'll either be able to say I don't know I like that or yes, I know people specifically like that I know you know I would love to you know, I know I mean that's that's when we get down to right now we're talking strategy, but when we talk about in the last segment, I'm going to do a little bit on referrals well when it comes to referrals e who likes to get really referrals that aren't suited for you, right? I mean it's a waste of time, right? Because you still have to go out and tall on him and talk to him and find out that they're they're not right for your business. So when you when you're talking to somebody who like a yoga instructor or like a massage or meditation studio or practice that you know those air those would be potential strategic partners for you I've been right and so when you go out and start talking to them, you need to be able to tell them here's how you would spot my ideal client now there's good chance from the sounds of things that they need they might know a lot of your ideal clients, right? But part of part of this is not just oh, nice strategy, so we can develop it. It's going to come into content on your website is going to come into content in your marketing kit it's going to be part of your referral system, so I have a question so sometimes it's hard to separate, especially I'm sure this with experience will start here, but I find that my my values is it a shared value? I mean, obviously, one of you like people who are, like, you know, I mean, that's a pretty human, this characteristic. So I guess where I am, I don't want to fall into is just assuming that, you know, I'm curious toe where I diverge from my ideal client or is there well, here's, what? What I have experienced over the years, a lot of your start as narrow as possible because that's, how you're going to develop a reputation, that's, what you're going to, people are going to attract and refer like people, right? And so you're going to start there, but but just in a few minutes, we've been talking my suggestion would be that a person doesn't actually have to have that spiritual practiced actually want what you described in a photo right? And so I think where your opportunity maybe is that you will attract people because it's very easy to talk to those people right it's very easy to say you can use words you know like a seer and you won't freak him out right on dh so but what will happen over times people will start realizing that you're art stands by itself and and that people who want that end product or that that outcome or that result we'll actually be drawn to that as well and that's I think how you really expand particularly when you have that female entrepreneur you know sort of bent as well because that audience is much larger and I would suggest that if you start narrow typically you have a better chance of developing a niche that you can grow as opposed to hey, I'm going to do all female entrepreneurs and now all of sudden you're competing with the six hundred forty seven other people who say they're doing that to make sense so it has to be kind of an evolutionary process it is all right thanks so much appreciate it so she didn't die she could get hurt at all I didn't think so so not so bad so you guys can probably do that as well so I want to end this idea of ideals customer really reinforcing this idea of behavior because one of the things that I found over the years is when I've worked with with particularly more mature businesses that have, you know, a pretty good sense of that ideal customer and a lot of cases, you know, they're able to thoroughly describe it, they're able to say, yeah, we're we're trying to attract more of those people is that when they look at some of these clients that aren't ideal in some cases, it's, because of what we did to bring them in to educate them to attract them? I mean, part of the part of the value of understanding who makes an ideal customer for you is also understanding the process they need to go through the education they need to go through in order to be an ideal customer, right? Because a lot of the lot of this idea of an ideal customer isn't just a description, it's, that they have an ideal experience, it's, that they get the result and the outcome that was ideal as well, and a lot of times that has to do with how we treat them, the processes we run through, how we orient them, how we start them off, you know, how we deliver value on guy the example I've used a lot of times over the years when I've worked with organizations that have sales teams you know, they have five or six sales people and there's always one or two of them that bring in the best clients, you know, their clients are, you know, always on time with what they're supposed to do, they understand what's expected of them, you know, they pay on time and you go back and you find that these people have developed kind of an orientation process that really not only attracts that ideal customer, but trains them, you know, here's how to be ideal, right? So I thought I explained in my business, you know, when people come to us and we get all the time now because, you know, we have kind of this large footprint, and so we have a lot of people that come to us and say, hey, I hear you guys do marketing, come on out and do some marketing for me, right? And so if we ran out and tried to do work or tried to explain what we do, you know, we would be in a mode where we're kind of defending what we're doing, we're tryingto educate what we're doing, we're you know, we couldn't even have a conversation about price because, you know, there's, no appreciation for what we do, right? So we actually have a process that we make them go through s o that weaken and again it's, not it's, not for our benefit, necessarily so that we can create a mutually beneficial experience and relationship that may or may not go somewhere, but at least we know that they've got the right information. They've got the right expectation, they've been oriented the right way on dh that, you know, that's, how you create an ideal customer so it's, not just enough to understand this in businesses that I've worked with over the years we've been able to go and identify clients that seem to be ideal, who didn't get the same experience as the people who turned out to be ideal, and I know that's a little that's a concept that may be a little hard to kind of wrap your head around because we're not talking about concrete examples in your business, but but part of that is on going to talk about it in the segment in the next segment sum part of that's on us to actually create mohr of these ideal clients by actually making them go through the experience that we know will deliver the best experience for them. So the second component of this one is to actually after we know who that ideal client, so we've described it so thoroughly that we then say, okay, how do we tell this market or this very narrowly defined idea client how we're different what's the core message, the value proposition, the reason why you would hire us and here's an exercise that again, for those of you out in internet land and you guys in here as well, if you have clients today, one of the best exercise is that you can put them through is to go identify six or eight of these ideal clients on dh sit down with them, or you could do it over the phone. I would. This is not a survey, a scientific survey that you would send out via email, but as some of these questions you know, why'd you buy from us in the first place, why do you stay with us? You know, what's one thing we do that you love or what's one thing we do that others don't on dh these questions can really kind of just be a guide for you, but what you're trying to get at is what I have found is if I went around this room and said, what do you do that you know what? What's your core difference? You know what you're why would people hire you something you might have an idea of why it is, but what I have typically found is your customers really know what your customers really know, what they value or why they come back or why they refer you and typically it's, not the things that you're promoting it's not the things you're talking about because experience tells me nine times out of ten it is it's the little things it's the things that you don't necessarily think are that big a deal that you just think everybody does, and that that doesn't make you that unique on what you start to find when you start talking to your murs is there are components of your business that you should be talking more about that you should be elevating as really kind of your core message. So if if I I always hate to do this, but if anybody's on ly paying attention for a very brief period of time for this programme as they join us, if nothing else, do this one thing I think you and I make a habit of doing because I think you'll you'll get tremendous value out of it. The thing you're trying to decide, what you're listening for in those conversations is really themes you're trying to decide, you know, what are the ways that we can make the competition irrelevant? Quite frankly, you know, how can we change the context of what we actually are bringing to an entire market? I gave my story about how I kind of fumbled on tour discovered this idea of creating a marketing system called duct tape marketing a lot of what I did with that was was understand that nobody else in the market was doing nobody was talking about installing a marketing system on dh, so it allowed me to really, in some ways, make the competition irrelevant because there was no way to compare kind of apples to apples because we weren't even speaking the same language, but also it was an innovation really, at the time, and I think it still is today in some ways that that really kind of changed the way that people even think about buying marketing services so you don't have to come up with something that is completely market, you know, earth shattering innovation, but I think you do need to understand fully what your customers your existing customers truly appreciate or what they're lacking, what they're missing, what they're not getting from from companies like yours or services like yours, and I will give you one word of warning I should have done in the last slide, but, you know, they will say things like, well, you provide better service. You know, or you did a better job right when those won't be very helpful answers or nice to hear, but you need to push a little bit, right? So what is good service look like to you? Tell me a time or tell me a story again, going back to stories, tell me a story about how we provided a better experience or how you got a better result from us and those the answers to those questions you'll start hearing what I think are really kind of the gold in terms of trying to understand what your core message should be. Give you one quick example. We had a client over the years that was architect, and they again, we asked him what they did, you know, that they thought was superior to what everybody else did, and they said, well, you know, we design better buildings, and so we want it started talking to their customers are customers, were all general contractors, commercial general contractors, and they too, like to a person, you know, three in a row. When we did these interviews, they said, well, yeah, they do good work, you know, we expected him to I mean, you know, they're architects, but what we really like is they help us get paid faster and so, after hearing that a couple times where you kind of had to dig in and say what's what's behind that, you know, we need to know more about that because that sounds pretty promising. Well, apparently a couple of their people were on zoning boards, one of them was on in their communities, one of them was a city councilman in a suburban community, and so consequently, they had really they kind of figured out the red tape, you know, how to get through how to get the plans through city hall and get the project started. And of course, once the plans were approved, that's when the contractor could actually make the first draw on dh, start doing the work and and start getting paid. And so we actually took that information and created something the tool that we use called the talking logo on we actually now instead of them saying, you know, if somebody would ask one of these architects or one of their business development people, what do you do for a living? We would actually, they would actually say we help contractors get paid faster. Now, if you're a contractor who was planning on building a building, wouldn't you want to know more about that business? Whereas if they just simply were saying is their core message we designed buildings you say well, get in line you know, we got about ten architects you know, that they're trying to sell us work right now so I want to work on an exercise that and and feel free to jump in any time because I know you've done this with a few people but something called the talking logo and the way this and there actually is for you here on ben hur you guys out there in the internet land there actually is a page on this all the talking logo, but the idea behind this is that you actually create a phrase or a statement that that actually answers this question what do you do for a living? Now I'll give you a warning if I were to walk around here and ask you what you'll do for a living and you started telling me I'm a yoga instructor I'm a photographer, you know, that's obviously not the answer I'm looking for right? What I'm looking for is what what somebody actually gets what you do in a unique way so there is kind of a formula to this so because you did those interviews and again you're in a little bit of a disadvantage because you haven't done those interviews but were you two have done those interviews? You probably would've heard some things that really are the primary benefit of what it is that you do what it is that you deliver, right? And so so you would take that into this description of this ideal client on dh you would start answering, you know what I do for a living like architects? Did I help contractors get paid faster? So the formula their case you're following along is you know, I or we are, you know, whatever you want to use and then, you know, verb, help teach, build and then that benefit and it's and if you can get obviously your target market in there, they were after contractors s o they put that target market in there on they create a really powerful statement that that that and, you know, you've got it right when you when somebody says, really, tell me more about that, right? So this contractor, you know, constant or this architect constantly heard you hope contractors get paid faster, you know, tell me more about that, right? So you have to have an answer. Well, how do you do that? Right? And that's when you get because you've been invited, you know, that's, when you get to talk about here's what we do that's incredibly unique, okay, here's, our approach that make sure that you get these results that you're after, so the couple tips and so what I'm asking I'm going to ask each of you to do is if I would ask you what you do for a living again now I'm putting you on the spot because I just revealed this idea but do do any of you have a feeling that you could actually answer that question instead of giving me your title that you could actually answer that question in a way that would almost forced me it would be creative it would be very brief it didn't tell me you know everything that you did but but it literally forced me to to want to know more to it and you're shaking your head so you think you've got this sort of way I have all right so terra yes what do you do for a living I photograph women entrepreneurs and help them convey their strength in their businesses and lives okay so what do you guys think did she now it s all right it was a safe place is a safe place everybody what do you think and it you know it could be a little bit better yeah it was a little descriptive right I mean it kind of told me what you did I'm actually looking for something that's more outcome driven hey what if people get when they get that photo from you right so I go ahead you were going out for a suggestion yeah so I'd say maximum performance yoga is changing the landscape of athletic training in youth sports by making student athletes play their best and stay injury free. Okay, again. And this is very common, sort of descriptive, right? It didn't make me say tell me more now, if you if I just said what you did if I just asked you what you do for a living and you shorten that too, I help, you know, I helped student athletes stay injury free. How about we make young athletes stronger and safer? That's to me, that's a better start first off, it's it's, it's there's this sort of dynamic balance between vagueness and and something that really makes me want to nome or so the people that you're talking to probably parents, right in a lot of cases and and you're so you're starting to hit on, you know that. But what do the parents really get from their kids being injury for years? I want his injury free is a parent of a high school softball player who's been out the entire season because of an injury? That injury free is that you've got my attention with that. Where were you located, by the way here, berkeley okay, okay, trade cards, trade cards so so and that's one of the beauties of here of being live on the stages in the front row isn't it so so that we're getting at that a little bit so you want to get it down to that thing that makes me go oh I don't care how you do it necessarily obviously that's going to important but you get my tension by the fact that that's something I want right so I'm going to go back to you the female entrepreneur what is the female entrepreneur want out of this photo that really expresses who they are right well they wantto convey it teo there people why so that they attract ideal clients okay is that is a photo gonna help them attract idea clients well I'm not questioning e I mean there are their their subconscious things associations that everyone has that what are some of the things people have you you know you haven't done a lot of has anybody remarked on what they felt like your photo captured something like you know you really you really understood me this picture is really me we're allowed me to be more authentic one saying that people say often is that they feel comfortable okay so those are some of the things you want to start working with I mean you might make you might make a statement like I helped you I help female entrepreneurs I feel more comfortable, more confident or more authentic right? So that's I mean that's kind of getting at the outcome I think but it's vague enough for somebody's it doesn't say I take pictures of people right? Because I don't realize that that's the benefit of that picture could even deliver until you make that statement and now I'm like, okay, now I'm hooked right? Tell me how you do that and now I've sort of your sort of I got the invitation to say, well, here's our unique process, you know, toe how we capture the essence and how important that why that essence is so important, right? But if you just kind of show up and say I take pictures of female entrepreneurs, you know, it's kind of like, ok, yeah, I know what that is that makes sense. Yes, so there is this kind of balance between staying vague and it's, you know it's art it's it's sort of a creative art because the shorter the better, the more vague the better but but again focus on the benefit, not on what you do. If you're starting to use words that describe what you actually do, you're probably varying off course do you want to take a crack at it? Yeah, I was like I was agreeing with you, but I can capturing the essence off people's personality, yeah, so so I so you would say was something said what do you do for a living? You might say I capture the essence of people's personality right? And then they're again I'm not that may or may not be great you have to go out and try it and start using our people but that is a better example I think or is a good example I should say of getting kind of quickly to that a statement that might make me kind of go really I need to know more about that so thank you everybody for doing that I know that can be hard I bet you there's some coming in from internet world yeah we do have some coming in we also have a female entrepreneur in the chat rooms as as a says as a female entrepreneur I want a photo to show that I'm professional trustworthy, confident, wise, powerful and easy to talk to so did you get that just forward her that chat so that's that really starts getting it that's the you know and that's what's so brilliant about this when you start playing with this you start coming to those realizations but that that is that's a description that I think ought to go into your person I mean you may find parts of it that that art available or or need to be in that but that's that's the level of detail you know that I think we were after so to add to that a little bit about the process about attracting those women and bring them in through that we talk a little bit about the hourglass, but it gets me to thinking that as you qualify women, teo get the best out of the photo shoot finding out what some of those characteristics what some of those things are that the women want to get at it in a way it's partially part of their branding you know that image I just was just reading something recently about the best poses for women versus men and head shots, and I've got to think that there's something to that that goes a step farther that you know and that you're going after and that I may be different from zaza zaza, but you can bring that out before you even pick up the camera and that's a really good example of changes I've used this term a couple times changing the context of what they're buying so they're no longer buying a photo that they can also go to maybe target now and find somebody to take a photo of them does that make sense? I mean so ah, and obviously you would never consider that as competitors, but it really is in a way, right? And so by changing this conversation completely too ah whole another level it's it's the benefits not just oh, yeah, it's worth more money? It is, you know you're you're. Look, you're changing the context of what you're actually doing, andi think that's ah that's where you really find the magic in, and particularly in industries that which we all are in, that people can commoditize right? Anything more from the chat worms? Jay rodriguez says that they that he or she makes people superhuman, superhuman, and there is already in the chat people asking, how do you go about doing that? So that's that's really? I mean that's such a great example to I mean, that's, you have to be comfortable with this thing, but I would push you guys, tio, you know, to take this a ce faras possible, and maybe we'll come back from another segment at some point and squeeze a few more of these in because I think it's a lot of fun, but you have to be comfortable with delivering that. It can't be something that you worked with somebody like me and a kind of talked you into saying superhuman, we make people superhuman, but you can't like, live it, you can't feel it, it has to be something that you can go out, they're confident they deliver. But you can get is created as creative or as crazy as you know works for your market I mean there's some markets that if you sell to hate to pick on any industry but if you sell two accountants there's a good chance that you will narrow you know who you attract if you talk about making an accountant superhuman possibly write that may not work for, you know that market but you had so you have to understand this is done in combination, you know, with who makes that ideal client? So what more that come in and I don't want to share this one from green machine we're talking about interviewing their customers to get that sort of message and they said they asked the custom customers what did you love about our service and a few times the same answer came up you got us paid faster so then they took that and they put that into their marketing messages and said we help contractors get paid faster so they were actually doing this they must have read my book that's great, I think so unbelievable no that's that that's what I think the message in that of course just to reinforce the message I gave earlier is listen to your cut sniffers say really the things because you know, even with his architect the example that I gave they were really reluctant to use that as a message because it felt sort of unprofessional, it felt, you know, they'd spent a lot of time, you know, saying, you know, we're these great architects, we've gone to school for a hundred years, you know, to be able to do this stuff, and so when it came down to it, we help contractors get paid faster, there was a lot of resistance, but as soon as they actually started using it immediately, open doors, in fact, this this was a third tier architect at best in their community, and they within about eighteen months, became the leading design build commercial architect in their community, in large part because they and it wasn't just because of that message, I mean, that's, the other thing, too, is, you know, we built products and services and offerings around promoting that message, so they had this feasibility study product that they would sell for five hundred dollars, and so they would get invited in early in the process and be able to tell people where all the problems we're going to be, where all the red tape was going to be. So you have to this is the starting point, but what it becomes, then, is this this thing that you then take out there into the world, and so you know, in my business I've I've used this idea of simple, effective, affordable small business marketing for years really has a tagline, but but the essence of what we do is install the duct tape marketing system and that you know, that that line of install a marketing system is such a kind of interrupt for people that it causes people to really say, you know, tell me tell me more about that, but then are kind of core positioning and everything that we do is circuits is really kind of comes around this idea of being very practical on dso those elements, then you know, we don't just say them I mean, they live and everything they do they every consideration for a product or, you know, even a blogger post that we're going to write is going to be informed, you know, with that idea, yeah, just to be clear, green machine was referring your example, this is going to marketing lover there's a conversation happening in the chat room going back over these quotes and a lot of people are sharing their exact examples we have another one coming in from festive fanfare who creates balloon decor and she's working on a fun depending theme to help people with their bloom to corps and make their events look more spectacular people are applying this all that they're doing here

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.