I need you to help me with my script!

Tis is the script:


""You guys are doing it all wrong. The hard way.

Selling websites should be the easiest, most brain-dead simple thing in the world: especially mobile websites.

It's NOT about dials and statistics. Well, I guess it is if your caller has no skill. You guys are probably doing what everyone else is doing, sounding like everyone else is sounding:

"Hey, wanna buy a website? It's two hundred and fifty bucks."


Seriously, that's exactly what most salespeople sound like to a prospect.

Mmmhmm.

WHY should the prospect buy? Why should they even be interested?


Let me show you how to create VALUE in your prospect's mind.

First of all, don't hop from dentists to restaurants to plumbers to exterminators to office supply companies to something else. Stick with ONE market or niche for at least a day. Hopefully a week. Maybe even for a month, if your list holds out.

So let's say you pick restaurants for this week. Heck, let's niche down and get real specific: Italian restaurants.

What's gonna happen is that you're going to have the same 3 or 4 conversations over and over again with these restaurant owners. After the fourth or fifth time, you're going to realize "Oh, I'm having that conversation again!" and know exactly how to handle it. Can you see how hopping from market to market hurts you?

This is one of the KEY techniques I share with my paying clients. It's called MONETIZING THE PROBLEM.

If you don't want to learn how to sell more effectively, go click on another post now.

OK so I hope you did your keyword research, or had a propeller-head do it for you. You ought to know how many people a month are googling for "italian restaurant <city>". Especially if you're doing mobile sites; you can search by how many people are googling on their iphones and cell phones and ipads for this term. If you can't sell a mobile site, get out of sales because it's not for you.

Now you have something. A hook.

So now we know that 6,000 people a month are searching for "italian restaurant nashville" or 10,200 people are googling "italian restaurant denver" on their mobile devices. Let's take a moment to review HOW people are making these searches. I mean, think about how you'd do it yourself: would you casually search for italian restaurants, sitting around in your PJs at 2AM on a Sunday morning? I think not. No, you (and these thousands of searchers every month) want to know where an Italian restaurant is RIGHT NOW. So they can go have lunch or dinner or schedule their office party there.

Make sense?

Point is, these are serious, qualified potential inbound leads. These people want to eat at this type of restaurant, and they want to do something about it now.

So you call up an Italian restaurant owner in our Nashville market. Has a website? Doesn't have a website? Doesn't have a mobile site? Does? Who cares? We're selling value, brothas and sistas. Even if they DO already have a site, it's probably not doing much for them.

You say, after determining that it's a good time for them to talk:

"Mr. Prospect, my name is _____ and I help Italian restaurant owners like you who are frustrated that their tables are empty in certain peak and non-peak times of the day. Now, because of the business I'm in, I did a little checking, and I found out--you might not be aware of this--but 6,000 people a month are googling "italian restaurant nashville". These aren't casual searchers, Mr. Prospect. They are serious and they want to find out where your restaurant is right now. They're ready for lunch or dinner at an italian restaurant, and they're not finding you! So, would you like to talk for a couple minutes about getting a slice of those 6,000 people a month?"

Whadya think they're going to say??

OK. So some of them are going to straight out lie to you and tell you they have tons of business. All prospects lie.

"I appreciate that, Mr. Prospect. ...Can I ask you one question before I go? (Yes) When I first spoke with many of the people who eventually became my clients, they told me exactly what you just did: that everything was going great. But after they gave me the chance to speak with them for a little while, they opened up and shared with me that things were not nearly as rosy as they had said. So I asked them: why did you tell me at first that business was going great? And they told me, ______, I just didn't know you. That's not what's happening here, is it?"

You didn't have anything, and you still might not. But given that we only get live prospects on the phone who are ready to talk 1/4 of the dials on average, you want to make a second effort to keep it going. Otherwise, qualify Out because there's no real interest.

But of course many prospects will say "Sure" to this request and want to know more about how they can get a slice of those 6,000 motivated people a month.

Continue with:

"Mr. Prospect, I want you to think of these 6,000 highly interested people a month as a rushing river. Every month 6,000 people who want to find out about your restaurant are rushing by. Unfortunately, right now, none of them are seeing you! Now I can divert some of that river of people to you. Let's go hypothetical for a moment. Imagine I do what I just said I could do, and a good number of new highly interested people are now finding out about your restaurant, calling your restaurant and booking reservations, and coming in the door. I'm not saying I can divert all 6,000 of those people searching every month to you; anyone who says they can is a liar. But I am saying I can divert some of them to you. A good portion. So imagine I do what I say I can do, and you've got all these new customers. Based on what you've heard so far, can you share with me a conservative number of new customers that you believe would come in every month?"

We want it to be a conservative number, because they may hold us to it. This number needs to be the "Duh, of course we can do that!" figure. And they have to say it, not us, because:

If they say it, it's true. If you say it, you have to defend it.

If they kick it back to you with a "You're the expert; you tell me," then make a second attempt to get them to give you the number.

"I appreciate that. And I AM the expert, when it comes to implementing this kind of technical solution. But no one is ever going to be as knowledgeable about your marketplace as you are: so please, could you share with me what you think a conservative number of new customers a month could be?" After all, you don't even know their fire code capacity limit!

If they push you a second time, then you have to give them a number. Otherwise, you'll piss them off.

Make sure the number is conservative, and get their agreement on it. If they give you a number that's too high or too low based on your experience, you have to adjust it. Gently. Nurturingly.

"Mr. Prospect, I appreciate your confidence in me. Now in my experience, 1,000 new customers a month at one location is a bit over the top. In my experience, with Italian restaurants like yours, we've been able to very comfortably bring in 200 new customers a month. That's just 6 or 7 new people a day. I'd like this number to be conservative and definitely achievable. Can we agree on 200?"

or

"Mr. Prospect, 50 new customers a month IS conservative. Maybe too conservative. I don't know. But what I do know is that for Italian restaurants similar to yours, we've been able to comfortably bring in 200 new customers a month. I mean, would that number be OK? Do you want to go with 50? Or 200?"

The important thing is that they suggest the number or agree with it.

So they tell you "200" the first time, and you're happy with that. "Yes, Mr. Prospect, you're right on. We've been able to achieve that conservatively for restaurants similar to yours. Let's go with that."

Second question for them:

"Could you share with me what the average amount is that a person spends when they come in here?"

We're monetizing the problem. This is when we apply the money.

Some people may say they're not comfortable sharing this figure with you.

"That's fine, I can appreciate that. Just keep this number in your head, OK?"

Or they open up and tell you, "Fifty bucks."

By the way, if a restaurant owner doesn't know their guest check average, RUN. Do NOT get into business with them. They have NO business owning a restaurant! These same people don't know what it costs for them to make a menu item, either. A guy like me checks into things and finds out they're spending $12 to make something they're selling for $8. "I'm getting lots of business, but I'm getting further into debt!" Hmm, wonder why??

Now the fun begins.

"Mr. Prospect, I'd like you to multiply those two figures together. The number of new customers times the average amount spent. What's that come out to?" Get them to do the math. Involvement breeds commitment.

"Wow, TEN THOUSAND DOLLARS A MONTH!!"

"That's right, Mr. Prospect. And that's a conservative figure. I mean--you wanna go back and change either of those numbers? No? OK. Now let's figure it out for a year. Multiply that number by twelve."

HOLY CRAP.

Now we're talking about:

"A hundred and twenty thousand dollars!"

"Yes, Mr. Prospect. And that's the lowball number. All in new revenue for you. --Say...what would you spend that money on?"

Oh, now we're having fun, aren't we? The prospect is sitting there with visions of sugarplums dancing in their head. They're not thinking about $10,000 a month anymore: they're thinking about $120,000 in a lump sum--and all the things they can buy with it. You're getting them to imagine HAVING this money, and the things they can get with it.

How are the other salespeople offering what you offer stacking up against this? ("Wanna buy a website? It's $250." Not a chance.

Now we have to get this guy back to reality so they can make a decision.

Note how we have not mentioned a single technical term! "SEO" and "mobile site" will freak your prospect out. They don't understand, they don't want, they're skeptical about and they simply don't have time for these things! Don't talk about your solution until the very end: concentrate on uncovering their problem!

Can you hear how different this approach sounds from what virtually everyone else is doing when selling? Compare it again to "Wanna buy a website? It's $250."

I'm gonna give you the next step, and then stop because this post is already waaaay too long. There are other steps after this next one, but they'll have to wait. Anyway, you could very well get to Yes with this:

"Mr. Prospect...wow. $120,000. I want to get that for you. I want you to have the powerboat and the new kitchen renovation. I want to help you, and I can. Based on what you've heard so far--and keep that $120,000 figure in your mind--what would you expect to invest to get to this point?"

Two key principles here:

1. Again, if they say something, it's true. If you say something, you have to defend it. So you say "It's $250," and you run into skepticism. "I don't believe you, I don't understand it, prove it to me." You're back on your heels. No thanks. I don't like stress. My way is relatively stress-free. Let's put the pressure on the prospect. Make them feel uncomfortable, not us--and have us as the way out. Do you think they're feeling a whole lot of emotion right now? You bet. But you, you're cool. Keep working the method. Don't get excited.

2. The price of the solution should vary with the size of the problem. You solve a $1,000,000 problem, you deserve to get paid more than solving a $1,000 problem. Even if you do exactly the same thing. You're not ripping anyone off. Look how much revenue you're bringing them! Look at how much value you're creating! Truth is, you've probably been leaving tons of money on the table for years.

Apply this method and you'll be making 4, 5, 10 TIMES what you have been. You can thank me later.


Like when we were asking them for a conservative figure of new customers, above, we don't want to ask them more than twice. If they insist on you giving your price, give them a range built around 3% of the revenue figure.

Look, you were happy making a measly $250, weren't you (man have you been undervaluing yourself).

When they do answer, people typically give a number between 5% and 10% of the revenue figure! Let's look inside their head after you ask the question of what they would pay:

"$120,000! New powerboat! New deep fryers! New jeep! Renovation! Uhh--what did he say? Investment? --Well, I'd invest $1 to make $10 all day long...but 10% is $12,000...that's too much...hmm...5% is still $6,000 and that's a lot too...umm..." and what you hear them eventually pop out with is:

"Three thousand dollars?"

Bingo. (Again, you can thank me later.)

You just made, um let me do the math, TWELVE FREAKIN' TIMES what you would have if you'd opened your big silly mouth.

Without fighting for it. Without pressure. Without having to be tough.

We don't use the words "pay" or "price". We say "investment". Those other words and their friends are scary to prospects.

Qualify for budget (can they pay) now.

"Mr. Prospect...$3,000...is that a lot of money for you? Compared to the $120,000? --Say, how do you get involved with something like this? Do you issue me a PO? Do you write me a check? Do you go into your office and bring me back a big bag of money?" (Smile when you say this)

They may get started with you RIGHT NOW. Some of the personality types make snap decisions.

Others may need you to demonstrate your solution. That's fine. I have lots more to share about this.

BUT LONG STORY SHORT:

You don't need to be a closer. You don't need a closer. You need to get the prospect to close themselves.""

Hi there,

The real advice you need is,

Pick a market (not markets). Figure out if what you have solves a pain issue for them and find out whether they're able and willing to pay you to solve it.

There is no "one size fits all". If you're trying to serve many markets you are destined to fail.

Focus.

All the best,

Sasha.