*** Offline Example - How to get a Prospect Engaged in the Process ***

[rlnorthcutt]

I just got an email from a prospect - a real estate agent that thinks online marketing is too hard. Here is the response I sent:

Online marketing is easier than getting a real estate license! It starts with choosing a niche and ends with a simple plan that you repeat daily or weekly as needed.

Simple example:

1) Assume you want to focus on waterfront properties.
2) Create a website that lists current properties for sale (these can be manually entered or programmed to enter automatically)
3) Create a simple document with tips on buying waterfront property.
4) Allow people to download the document (called an ebook) if they sign up with their name and email.
5) Also have a form to let people contact you to get help finding something
6) Send traffic to the website.

Step 6 can be done all sorts of ways - online ads (think google), listings on craigslist, links from other sites, etc. The trick is to do this step over and over... the more people you send to the site, the more leads you will get.

You will get people signing up to get the free ebook. The system will automatically send them several more emails over a few months with some ideas, to see if they need help and maybe even to offer a rebate or something.

You will have some people filling out the form to get you to help them find something.

You will also get people leaving comments or asking questions.

The trick is to create a simple system that is largely automatic, and then "feed" the system by sending people to the site. The specifics can be tricky, but the overall concept is really simple.

FIRST STEP: What niche do you want to taget? Sellers? Buyers? Waterfront? FSBO? Investors? People getting foreclosed on? Ranchland? etc.

Just make sure that your niche has enough business to be worth your time... but the focus will help.

Notice that I gave an example plan that I know (from a prior email) is reasonable for her area. Also, I tell her that the specifics CAN BE complex , but that the concept is easy. Basically, I am telling her that she is smart enough to understand what I am saying and how to work it, but she NEEDS me to help set it up.

I also give examples of what will happen later (ie. she will get emails and people contacting her).

There are not too many details, because I don't want to overwhelm her. My goal here is to get her excited by the possible results and get her thinking of the possibility... thats also why I leave off with a question to not only get her thinking but also get her to respond back.

The more times I can communicate with her, the more likely she is to pull the trigger and use my services.

NOTE - this is just an off the cuff email, and isn't a sales letter. I have already sold her enough to contact me, so I just need to reel her in and keep it friendly.

I see alot of people getting frustrated at a low response rate or lack of "fireworks" when they start marketing to offline businesses. Be patient, ask questions and slowly pull them in. You want to get them excited and enthusiastic... be reasonable, but optimistic with your projections.

Hope this helps some of you... its not hard, but it does take patience.

regards,
Ron

[AndrewCavanagh]

Crikey.

After reading THAT I'm beginning to think it's too hard!

The simple answer is that it IS too hard unless you have a genuine expert DOING EVERYTHING FOR YOU.

That's the whole point really.

You don't try to educate potential clients on how internet marketing is done...you just educate them on the genuine value to them (in this case getting more sales and listings and converting more prospects into sales and listings.)

The objective is to get clients to pay YOU for things they think of as overly complex or difficult even though you might find them quite simple.

Kindest regards,
Andrew Cavanagh

[rlnorthcutt]

Hehehe...

Well Andrew, you have a great point... but I stand by what I said.

One of the biggest challenges in selling IM to offline businesses is to help them understand WHY they need it. And often people need to have a basic understanding of HOW it works in order to move forward. Especially when they have tons of people trying to sell them marketing systems all the time.

I am only interested in two things:
1) getting the prospect involved in the process on some level
2) giving them enough information so they know its easier to hire me than do it themselves

Its also helpful to find out what their perceived skill level is. If they think they are so "dumb" that they will never figure it out... then they may not ever see the need to get started.

If they think that they are too "smart" to hire me, I need to make sure they know how complex it can be.

As you know, each prospect/client is different, and needs a different approach.

I agree with you - it IS too hard unless you have an expert. But how is the prospect supposed to know you are an expert? Because you said so? Because other people said so? Perhaps... but often they will "test" you to be sure.

I have alot of doctors in my family, and a background in healing (massage therapy and energy work), so I am familiar with alot of medical terms and physiological terms.

So when a doctor says that you have a strain or tear in the distal tendon of your semitendinosus, it sounds like they really know what they are doing... and then they can "dumb it down" and tell you that you pulled a hamstring.

Its a fine balance, and it all depends on what the prospect/client NEEDS to hear, and when.

regards,
Ron

[MRomeo09]

I'm with Andrew on this one. I don't actually get into specifics with clients, and in most cases I don't really need to. We just talk about the business I'm going to bring them. I liken it to Alchemy. If I told you that you could give me $10 and I would give you back $30 how many $10 bills would you want to give me? That usually keeps them focused on the results not the process.

I focus the discussion not on the specifics of the work we do, but instead on the results that we'll accomplish. Do they really want to know about how I'm geo-targeting Facebook ads? Probably not. What they do care about is getting more listings, making more money, finding new clients, and getting more money out of old clients.

Make sense?

M

[JohnSpangler]

Hi Ron,

Another example you may want to provide is getting the offline business
to claim their google local business directory or at least demonstrate what
that is because I know when I am talking to businesses and I show them
the google local business directory-they are awed.

No some know about the directory but they haven't claimed their business
and I show them right there on the spot how to do it because I do that
for them which builds instant credibility as well as inciting that law of
reciprocity.

Realtors are definitely a fickle bunch and pretty thrifty, I found by helping
them create videos that I have had better success, I am working with
my first realtor now and he only wanted to give me $20/hr to start before
I "educated" him on the pricing for similar services.

I hope that helps,

John

[TracyNeedham]

I think you're all right.

Some prospects just want to know the end result.

But others need more information to a) feel like they kind of understand what they're buying and b) see that it's a lot more than they'd want to do themselves.

Actually, research shows that women typically want more details so it was probably a good approach to take with the realtor.

I guess only time will tell!

Tracy

[4morereferrals]

Yes it does ...

Guy goes to Home Depot ... Buys a Drill, a set of bits, battery charger, and a How To manual. He didnt want ... a drill, bits, charger or a manual ... he wanted a ..... HOLE. [somewhere]

You - the online marketing consultant are:

- the trip in the car to home depot
- the searching for drill
- the searching for the bits
- the 1 hr learning to use and charge the tool
- the holding of the rill the proper way and using the proper pressure and speed of the drill motor to make the perfect HOLE.

Client - just points where he wants the hole and writes a check.

Or ... mr business owner did you want me to teach you why you need to use this type of bit on that type of material at this speed to get that size hole? If so my price triples :-)

Originally Posted by MRomeo09

I'm with Andrew on this one. I don't actually get into specifics with clients, and in most cases I don't really need to. We just talk about the business I'm going to bring them. I liken it to Alchemy. If I told you that you could give me $10 and I would give you back $30 how many $10 bills would you want to give me? That usually keeps them focused on the results not the process.

I focus the discussion not on the specifics of the work we do, but instead on the results that we'll accomplish. Do they really want to know about how I'm geo-targeting Facebook ads? Probably not. What they do care about is getting more listings, making more money, finding new clients, and getting more money out of old clients.

Make sense?

M

[Chris Endres]

Originally Posted by AndrewCavanagh

Crikey.

After reading THAT I'm beginning to think it's too hard!

The simple answer is that it IS too hard unless you have a genuine expert DOING EVERYTHING FOR YOU.

That's the whole point really.

You don't try to educate potential clients on how internet marketing is done...you just educate them on the genuine value to them (in this case getting more sales and listings and converting more prospects into sales and listings.)

The objective is to get clients to pay YOU for things they think of as overly complex or difficult even though you might find them quite simple.

Kindest regards,
Andrew Cavanagh

I have to throw my hat in with Mr Cavanagh on this one.

The Right question can open the right frame of reference in a persons mind and initiate massive understanding in a few seconds.

Then all you need it the correct information to back up the new understanding and you have a sale if your a decent closer

Onya mate

Chris Endres

[AndrewCavanagh]

Originally Posted by Chris Endres

The Right question can open the right frame of reference in a persons mind and initiate massive understanding in a few seconds.

Then all you need it the correct information to back up the new understanding and you have a sale if your a decent closer

I think even more important than any special question or trying to close is being genuinely interested in the business owner and his business, how he makes his money, what he wants out of his business...

Asking questions and LISTENING.

It's the same with email communication.

You can ask questions there too.

Your objective should be to be of genuine service to a business owner by finding out what he wants, working out how to help him get it and doing that.

In some cases a business owner will want to understand what you're doing and you can explain it in detail but in most cases you'll do better by just helping the business owner focus on the results you're going to get him (or the results you ARE getting him).

Kindest regards,
Andrew Cavanagh

[david-forer]

I think the key point here is do what you are comfortable with. We all will have different sales styles and no one is correct or the best. The only great sales process is the one you have confidence in. If you are confident then the business owner will likely do business with you. If Ron sells like Andrew but is not comfortable then he will lose the sale. Personally I like to educate and gain trust through education, it works for me. Doesn't mean I dismiss other tactics as I learn from them but I am comfortable with my style and for anyone to be a success they must find their own style and have confidence in it. SO I have no favorites here just good info.

[rlnorthcutt]

Excellent points, all!

I agree that simple is good... sometimes, though, I have found it useful to go into more detail.

Different people have different needs, and this particular person is no different. I did initiate the conversation with very simple basics, and they basically asked me to elaborate... which I did.

But - I am glad to see all of the good info coming out!

I am reluctant to make things TOO simple... ie. give me $10 and I will make you $30. Unless I am going to totally take over their IM (which is currently not my goal), then I can't guarantee the results.

Also - I can't guarantee that they will actually close the leads that come in.

Now, I COULD say "give me $xxx and I will double/triple/etc. your leads", or similar. That is a specific tactic I have NOT tried...

That is a very POWERFUL message, though!

Ron

[rlnorthcutt]

Originally Posted by david-forer

I think the key point here is do what you are comfortable with. We all will have different sales styles and no one is correct or the best. The only great sales process is the one you have confidence in. If you are confident then the business owner will likely do business with you. If Ron sells like Andrew but is not comfortable then he will lose the sale. Personally I like to educate and gain trust through education, it works for me. Doesn't mean I dismiss other tactics as I learn from them but I am comfortable with my style and for anyone to be a success they must find their own style and have confidence in it. SO I have no favorites here just good info.

Well said David... and I think we can all agree on this!

[JohnSpangler]

I would just additional point to your great comment and that is the process
of taking action regardless of your style because without action NOTHING
takes place.

So whatever style an individual has the very action of taking action will create results
and I don't believe there is ever failure just learning better ways of doing something
to achieve your desired outcome.

By taking action are in "the game" with action whatever action you take you are still
sitting on the sidelines.

There is the story of the person who kept praying to win the lottery, every day the
person would pray to win the lottery and yet nothing happend until one day this
persons higher power says "It would really help if you at least bought a lottery ticket".

You get the point, great discussion.

John