“What’s in it for me?”- What your prospect is thinking!

21/2/2020

Download Notes from the presentation on Selling in a Digital world

Powerpoint slides from the day



How can Digital Marketing get me more sales?

​The DLR County Chamber B2B networking meeting this morning heard a few words from Robert Moloney, Selling Solutions on the subject of “Selling in a Digital World”. 

Digital Selling Takeaways! The obvious takeaway for nothing was, get to Google myBusiness and fill it in, completely and keep adding to it!:
https://www.google.com/intl/en_ie/business/

Fred Website Audit Tool:

The second thing that seemed of interest, and rightly so, is the free audit tool, currently residing at the top of the Selling Solutions website.  This is a great starting point in looking at your digital footprint. It will highlight the areas that your website and digital presence are lacking.

Free ebook & strategy session:

13 PROVEN STRATEGIES to improve website conversionsUsing digital selling to Convert Website visitors to customers that is!!!Threefive.ie about half way down the page, you will see the place to get the book, but why, what does it cover?

  • When you are looking to boost your sales by as much as 50%, what’s the trick?
    • value proposition: why should they buy from you?
    • Testing: what, how?
    • Look and construction of your website
    • Language
    • Fly fishing, lures, ground bait.
    • Sales are closed somewhere between the 5th and 12th contact.
    • Pain and moving to buying
    • provide genuine and valuable content
      • Google will send your customers!
    • Proof: testimonials, Google reviews.
    • Make it easy to buy: KISS
    • Decrease or eliminate risk….. Vision, Promise, Guarantee,
      • Mind blowing guarantee that resonates with customers!
    • How soon could they act? “1 seat left at this price”.
    • KISS: get rid of distractions.

At the bottom of the book there is a Free Strategy session: https://www.threefive.ie/30-minute-strategy-session/



​Here is the full text of the notes in preparation for the meeting on digital selling:
Intro:Slide One of Powerpoint

  • Robert Moloney, 2 years a member of DLR COUNTY Chamber and Capital Credit Union
  • working as “Selling Solutions” for 17 years,
  • an engineer by training and “accidental” salesman for 30 years earning him the title of “Old Man of Marketing”
  • yet in recent times becoming more the Doctor of Digital. 

Born, bred and living within a mile of the Capital Credit Union, he knows a bit about a lot of things:

  • a “Deep generalist”, I think they call it.
  • prominent in Kilmacud Crokes as player, coach, match commentator and accredited with helping to relaunch the All Ireland Football 7s a few years back and continuing to work with sponsors.
  • social media shows you are always out about socially, networking or working on events as diverse as operas and funerals!

Contents

Presentation: Facts Tell, STORIES SELL!

  • I have heard it said that an expert is a man in a suit….
    • Pulling back the veil of secrecy about how the internet can help you sell:
      • Removing the FUD factor

Slide Three: Death by PowerPoint
“Most Irish SMEs, are unwittingly making their websites hard to find. Unless a customer is searching for a specific business in a specific area, an SME is unlikely to be found.”
– iedr. Digital Health Report 2019
Slides:

  • You all know how to use digital
    • Yet 60% of you don’t even promote our services online!
    • And 73% of those who do say it helps get “Offline” Sales!
    • Who has enough time, but what could you be spending time on that is more important than getting business?
    • You do know what your digital presence can do for you, right?
    • You do realise you are leaving money on the table? This is costing you BIG TIME!
    • ….. death by PowerPoint…..­­­­­

Ten minutes:You are asking
WHAT’S IN IT FOR ME?
Every time you contact your customer or prospect, he is asking the same thing.
If you take nothing away today, remember that!

  • I  am not here to sell you anything, I want you to get something you can do yourself out of this, apply the principles, even minor work can make a major difference.  I can’t get it all across here.
  • I am looking at the typical Owner Manager who knows there is an opportunity online, but has not monetized it …. Yet!
    • This could include the journey to ecommerce, or selling while you sleep.

Today:

  • Where are you now?
  • Where are you trying to get to?
  • What is stopping you?

Situation: Where are you now?

  • audit

Vision: Where are you trying to get to?

  • Lead generating 24 x 7
  • 4% of your customers!
    • The top 20% of the top 20%
  • 4% of your activities “move the needle”
  • Systems of selling: People, process, Technologies
  • From “Just looking” to “Take my money NOW!”
  • A solid strategy to attract traffic, create leads, convert into customers and gather revenue.

Obstacles or Stepping stones?

  • What is stopping you?
  • Why do people not buy from you? -Zig Ziglar
    • They don’t have money
    • They don’t have a need
    • They are not in a hurry
    • They do not trust you.
  • I add like and know you.
    • They may not know they have a need, because they have not heard the STORY of the problems you solve!
  • Objections?
    • You know them, write out the 20 questions YOU KNOW they need to ask and remove the objections before they even think of them!
    • Reduce expected price issues to the ridiculous! “So the difference is ten cent a day and you get all this value….”

NOW: How do you sell?

  • Why do people buy from you?
  • Who is your ideal customer?
    • 20% of your customers give you 80% of your business
      • Who are they? What sectors are they in? How do they learn? Who influences them? How do they want you to get in touch with them?
      • What do they struggle with?
      • Assumptions, research, validate.
  • What are your numbers?
    • What does it cost you to get a client?
    • What is the lifetime value of a customer?
      • Do you have a recurring revenue stream?
      • How could you make a customer into a monthly service?
    • How many proposals do you need to submit to close a deal?
      • Do you send them or present them?
    • How many people do you need to talk to, to get to a quote?
    • How many people do you need to approach to get to talk to them?
    • How many contacts do you get to talk to every day to progress through the sales funnel?
      • How many money making conversations do you target a day?
  • If you are putting a euro not marketing and getting three back, why wouldn’t you put every euro you can get hold of, into marketing?

Offline, Analogue selling

  • How do people find you?
  • How do you generate leads?
  • How do you get your message across?
  • How do you develop KNOW LIKE TRUST in your prospect?
  • What are you personal and business Values?
  • Feature, Benefit and what this means to you
  • How do you get these across?
    • Word of mouth, referrals, case studies.

Online, Digital marketing

  • SAME BUT DIFFERENT
    • Sell the next step only!
  • “We spent a fortune on a website and it does nothing for us.  When we want to make changes, the rate is extortionate!”
    • Lisa Cunningham LEO: “…… it then needs to do something”.
  • Online the ultimate and only metric, is
    • Are you getting more sales?
    • How many leads do you get through your online presence
    • What are your numbers?

Consider:

  • Ever heard of Pain?  Latent Pain?

How do you do it?

  • SEO-see audit
  • Facebook Ads
  • Google Ads
  • YouTube Ads
  • Amazon
  • Retargetting
    • Sales Funnels
    • Landing Pages
    • HVCO
      • Triple the conversion rate
        • Else 3% based on a CTA
    • Power Guarantee
    • Splinter offers
    • Value based marketing


Google Ranking:

  •  “In order for you to achieve first-page rankings, you have to be better than the guys on the first page. And that’s all of these;
    • you have to index better,
      • your content has to be better,
      • your technical superiority has to be better,
    • but more than that,
      • your digital footprint has to be better
      • “Even small local businesses can see outsized benefits with sufficient attention to their presence in search results.”
      • “Clients care most about conversion and revenue, than rankings or traffic!”  MOZ The State of Local SEO | Industry Report 2019
      • Search engines are the bazaars users navigate when they’re looking for a specific product or service,  how will you get their attention?
      • The higher your rank, the more leads you get. In fact, 75% of leads never scroll past the first page of search engine results. These leads, if successfully retained, are what turn into paying customers.
  • First page? Above the fold
    • Now only seeing ads, should you be there, how much would that cost, how do you do it?
    • Map to the right or next
      • Are you there?
      • Ever heard of Google my business or Google places? HUGE impact today!!!
    • Reviews
      • Get 50, get 100
      • Handle negative reviews, honestly.


Advertising
Remember the cost of acquiring a lead?  Cost of acquiring a client?  The Lifetime value of a client? What would it be worth to you to have an ideal client stand up and ask for you?

  • Now you know what you can spend on advertising.
    • you’re putting one dollar into your advertising, and your earnings per click are essentially $ 12. Meaning that, when you’re running Google Ads, if you can get clicks for anything less than $ 12,

Research by imFORZA reveals that 70% of search engine visitors ignore ads when browsing through search results. Ad blocker usage has risen by 30%, with millions and millions of desktop and mobile devices worldwide routinely blocking ads.

  • Facebook ads work, but they are to drive suspects to your sales funnel!
    • Does my copy look like news and demand attention?
    • Are my Facebook ads selling the click?
    • Is my tracking in place so I can determine which audiences and ads are generating sales?
    • Is my focus on earnings per click (EPC) and sales volume?
    • Is more money coming back to me than I’m putting into Facebook ads?
    • Is my copy the perfect bait for my dream buyer?
    • Are my conversions increasing? Is my cost per conversion decreasing?
  • Google
    • Am I getting more money back than I’m putting in?
    • Do my keywords match search terms my market is using?
    • Are my conversions increasing every month?
    • Is my cost per conversion decreasing?
    • Are my visitor’s needs aligned with what I’m offering?
    • Does my copy demand attention and sell the click?
    • Is my PPC strategy geared for sales?
    • Is my tracking in place so I can determine which keywords are generating sales?
    • Is my focus on EPC (earnings per click) and sales volumes?
  • LinkedIn can specifically target suspects.


Email marketing

  • Farm your existing base of customers
  • Farm your previous customers
  • Get suspects to stand up and ask for some High Value Content (HVCO), trading their email address for say, a free ebook.
  • And then nurture their interest, bringing them from Latent Pain to the 3% club over a period of time that suits them and you!
  • Doesn’t matter how good your design is, if you can’t get your email delivered and opened!
    • How do you get your email opened?
      • Personal emails tailored to the person you are sending them to
      • Mailchimp for one type of email user or active campaign if they are a gmail user

Now, remember I am a salesman, down and dirty, foot in the door.  I have been thrown out physically, from a place on Dame Street, I am not a snowflake.  So when I tell you all the design in the world won’t get your email opened, you may well believe I have a point!:

  • Email Checklist:
  • Make sure you use a personal sender name.
  • Send your emails on Tuesdays at 10 am.
  • Make your subject lines are either two to four words or super long in length.
  • Nothing in between.
  • Write preheader text that burns with intrigue.
  • Above all, write emails that entertain, excite, and engage your readers.
  • Ask yourself when sending every email:
    • ‘Will this email get into the ‘Personal attention’ group or die in the ‘Commercial/Promotion’ group?’
  • Make your emails plain text instead of visual masterpieces.
    • I know I know, designers will quote the likelihood of click through from a beautiful newsletter, I use them myself, but, focus on what will get attention and sell, spend your time there!
  • Talk to readers as you would your best friend.
  • Make your emails about your readers — not just about yourself.
  • Study the herd and do the opposite.
  • Make it visceral and bring your email copy to life with specifics.
  • Don’t ask them to buy, click or act. Tell them!

Free ebook:13 PROVEN STRATEGIES to improve conversions

  • When you are looking to boost your sales by as much as 50%, what’s the trick?
    • value proposition: why should they buy from you?
    • Testing: what, how?
    • Look and construction of your website
    • Language
    • Fly fishing, lures, ground bait.
    • Sales are closed somewhere between the 5th and 12th contact.
    • Pain and moving to buying
    • provide genuine and valuable content
      • Google will send your customers!
    • Proof: testimonials, Google reviews.
    • Make it easy to buy: KISS
    • Decrease or eliminate risk….. Vision, Promise, Guarantee,
      • Mind blowing guarantee that resonates with customers!
    • How soon could they act? “1 seat left at this price”.
    • KISS: get rid of distractions.

Outsource?

  • How many of you service your own car?
    • Jill Lush: When to outsource? “When it ceases to be fun!”
      • Partner, Intern, retainer +Bonus
      • Must be consistent
      • Service charge, no PAYE or stories, just delivery.
      • Funding available

Your next stepWhat you can do TODAY

  • TAKE ACTION
  • Audit: SELLING SOLUTIONS.IE
  • top of the webpage
  • Run it and see where the room for improvement is.
  • Free ebook & strategy session: 13 PROVEN STRATEGIES to improve conversions Threefive.ie about half way down the page
  • At the bottom of the book there is a Free Strategy session: https://www.threefive.ie/30-minute-strategy-session/I will post the PowerPoint and word documents to DLR County Chamber News page: dlrchamber.ie
  • LinkedInSellingsolutions.ieFacebook/sellingsolutions.ie ACT NOW!:
  • Google my business page Fill in everything, every detail Images Properties/info. Post often
    • Funding
      • LEO: Trading Online Voucher
      • happy to talk about this, we are used to the application process.
      • Skillnet: pay 20% of my fee
  • Coffee? I am not selling you anything.  Take what you want.  Introduce me where you can.  Buy me coffee! contact me


​“What’s in it for me?”
Lead Generation 24×7
or
how digital agencies sell you what you know already!

https://www.linkedin.com/in/robertmoloney/
https://www.facebook.com/SellingSolutions.ie

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