Getting prospects to the 30 minute consultation...

44 replies
Maybe I can get some input from folks on how to tweak my marketing funnel.

First off, we offer "done for you marketing services" to retail (brick & mortar) store owners. These services are provided on a month by month basis.

These "done for you" services can involve (depending on the needs of the client) offline marketing plan creation and execution, copywriting, ad design, implantation of a customer loyalty program and referral program. Online services we provide are your standard PPC account set-up & management, reputation management, email newsletter set up and distribution and various other online marketing services.

Here's our present sales funnel:

Step 1- Cold call prospects and ask them if they would like a free report that would help them greatly improve sales and profits.

Step 2- We send out the report to those that agree. The report is 12 pages and focuses on the "Jay Abraham 3-Ways to Grow a Business" angle. The package includes a intro letter, some background on myself and some testimonials. All in a nice presentation folder. It's a well thought out package. At the end of the free report I clearly state the next step in the process would be a 1/2 hour free consultation with me. My gut feeling is that many do not actually read the 12 page report... which is fine. From my perspective it's only there to give credibility.

Step 3- Is a follow up phone call asking them if they received the report and if they had questions. We also start probing them a little to see if they have a marketing problem that they could use some help with.


From that point onward we call every couple of weeks and send direct mail pieces inquiring on when we could schedule a free 30 minute consultation.


We've been doing "OK" with this funnel but it hasn't knocked socks off.

Some will put off the free consult using the excuse that they haven't read the free report (yet).

Some give us the "not interested" answer.

Some agree with the 30-minute consult.

But most seem to sway in the breeze, not willing (yet) to commit to the 30 minute consult.

My thought was (borrowing from another thread) to offer them a "Brief 5 minute talk" first. And then pitch the 30 minute consult at the end of the 5 minute thing.
#consultation #minute #prospects
  • Profile picture of the author bob ross
    In my opinion, I just can't see people committing to a 30 minute consultation. I think most of them are going to view a 30 minute 'consultation' as a 30 minute sales pitch. Asking a business owner for 30 minutes of time is crazy unless you already have a relationship and are doing Q&A or strategizing over something really important... and even then you're probably talking 20 minute appointments that get extended by however long it takes.

    The only time I've gotten 30 minute prospecting consultations are for brand identity, which is expected to be an involved process, and I've only ever gotten those from referral.

    I just can't wrap my head around any business owner setting aside 30 minutes for what they know will be a sales presentation.

    I'd definitely shoot for a 5-10 minute appointment and if they're interested... believe me they'll make all the time needed for you. I, like nearly all brick and mortar owners,never have enough time for anything, but if you can hook me on something for a few minutes I'll suddenly find the time.
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    • Profile picture of the author MichaelWinicki
      Originally Posted by bob ross View Post

      In my opinion, I just can't see people committing to a 30 minute consultation. I think most of them are going to view a 30 minute 'consultation' as a 30 minute sales pitch. Asking a business owner for 30 minutes of time is crazy unless you already have a relationship and are doing Q&A or strategizing over something really important... and even then you're probably talking 20 minute appointments that get extended by however long it takes.

      The only time I've gotten 30 minute prospecting consultations are for brand identity, which is expected to be an involved process, and I've only ever gotten those from referral.

      I just can't wrap my head around any business owner setting aside 30 minutes for what they know will be a sales presentation.

      I'd definitely shoot for a 5-10 minute appointment and if they're interested... believe me they'll make all the time needed for you. I, like nearly all brick and mortar owners,never have enough time for anything, but if you can hook me on something for a few minutes I'll suddenly find the time.
      Good feedback Bob...

      I'm starting to think the same way.

      Push a "brief" 5-minute phone chat instead of the 30-minute consult.
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      • Profile picture of the author bob ross
        Originally Posted by MichaelWinicki View Post

        Good feedback Bob...

        I'm starting to think the same way.

        Push a "brief" 5-minute phone chat instead of the 30-minute consult.
        I think you might have the best results saying a 10 minute consult, five minutes is just too 'non-believable'. Something I've used for a long time is telling them that I have an appointment right after theirs so I only have a little time anyways.

        If you say something like:

        "I've got to be in North Salem by 10:30 so a ten minute chat at 10am would be perfect if that works for you?"

        This way they know you have to be somewhere and therefore aren't trying to weasel them into more time... and if it does run into more time... you can either leave them hanging and force them to make the next move (great leverage) or you can show that you're willing to even be late to your personal appointment in order to spend time with them.

        You might be surprised that some even say that you shouldn't schedule it at 10 because then you won't have enough time to talk with them!
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        • Profile picture of the author MichaelWinicki
          Originally Posted by bob ross View Post

          I think you might have the best results saying a 10 minute consult, five minutes is just too 'non-believable'. Something I've used for a long time is telling them that I have an appointment right after theirs so I only have a little time anyways.

          If you say something like:

          "I've got to be in North Salem by 10:30 so a ten minute chat at 10am would be perfect if that works for you?"

          This way they know you have to be somewhere and therefore aren't trying to weasel them into more time... and if it does run into more time... you can either leave them hanging and force them to make the next move (great leverage) or you can show that you're willing to even be late to your personal appointment in order to spend time with them.

          You might be surprised that some even say that you shouldn't schedule it at 10 because then you won't have enough time to talk with them!
          I'll test 5 vs.10 and see what the results are.
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  • Profile picture of the author Claude Whitacre
    Originally Posted by MichaelWinicki View Post

    Maybe I can get some input from folks on how to tweak my marketing funnel.
    .
    Are these local businesses, or are they across the country? In other words, do you see them in person, or is it all on the phone?
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    • Profile picture of the author MichaelWinicki
      Originally Posted by Claude Whitacre View Post

      Are these local businesses, or are they across the country? In other words, do you see them in person, or is it all on the phone?
      All across the US using the phone Claude.

      We do very little face to face.
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      • Profile picture of the author Claude Whitacre
        Originally Posted by MichaelWinicki View Post

        All across the US using the phone Claude.

        We do very little face to face.
        Personally, I would do a very Kick-ass power point presentation, and give it as a free webinar. Make it a full presentation.

        Give lots of information in the webinar. After the webinar, offer a 30 minute consult. You won't get many takers, but they will already be sold.

        Then it's just a matter of how many can you get to the webinar. And a webinar is non-threatening, and they can stop and start it as they have time.

        In my funnel, I speak to groups, offer a 30 minute consultation, and close. I never make a call back. The webinar is the substitute for speaking to groups.
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        • Profile picture of the author MichaelWinicki
          Originally Posted by Claude Whitacre View Post

          Personally, I would do a very Kick-ass power point presentation, and give it as a free webinar. Make it a full presentation.

          Give lots of information in the webinar. After the webinar, offer a 30 minute consult. You won't get many takers, but they will already be sold.

          Then it's just a matter of how many can you get to the webinar. And a webinar is non-threatening, and they can stop and start it as they have time.

          In my funnel, I speak to groups, offer a 30 minute consultation, and close. I never make a call back. The webinar is the substitute for speaking to groups.
          Great suggestion Claude!

          And I do a video done (and sitting on Youtube right now).

          "5 Dangerous Trends Facing Retail Businesses".

          And yes that will work for many prospects.

          However I've found a very large percentage of prospects (small business owners) are 45+ and aren't the most web savvy.

          Now part of this is due to their age and that sort of thing BUT a lot of it is because they're doing "retail business stuff" for 50-60 hours a week and simply do not use the Internet except for email.

          Honestly I think many of them hate the net because they see it as a threat... consequently they're not big users of it.

          It's a odd situation.
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  • Profile picture of the author savidge4
    Originally Posted by MichaelWinicki View Post

    Here's our present sales funnel:

    Step 1- Cold call prospects and ask them if they would like a free report that would help them greatly improve sales and profits.

    Step 2- We send out the report to those that agree. The report is 12 pages and focuses on the "Jay Abraham 3-Ways to Grow a Business" angle. The package includes a intro letter, some background on myself and some testimonials. All in a nice presentation folder. It's a well thought out package. At the end of the free report I clearly state the next step in the process would be a 1/2 hour free consultation with me. My gut feeling is that many do not actually read the 12 page report... which is fine. From my perspective it's only there to give credibility.

    Step 3- Is a follow up phone call asking them if they received the report and if they had questions. We also start probing them a little to see if they have a marketing problem that they could use some help with.

    From that point onward we call every couple of weeks and send direct mail pieces inquiring on when we could schedule a free 30 minute consultation.
    Right off the bat, here is a thread that is right up your ally. Look closely at MRomeo's funnel in particular. (under the "How to Market to These Companies" section ) http://www.warriorforum.com/offline-...r-clients.html

    Generally speaking, if a funnel is not producing leads... the funnel has leaks. I would say that the portion that is highlighted is an indicator of such an issue. I could be wrong.. it happens, but I think you are so caught into selling YOU, that you have left the prospect out of the equation.

    If anything your "Free Report" should be a pre-sale piece that identifies issues, and features your benefits. On this piece alone, you SHOULD have prospects calling YOU... and it doesn't sound like that happens.

    For me personally I would look at developing a funnel in any of 3 different methods.

    The first would be your basic low end trip wire. What service could you offer inexpensively, to get in the door? Be it a G+ setup, facebook for business set up, or anything that can potentially show RESULTS.

    The second option would be to turn the game a bit and come at this from a consulting perspective. I personally offer a $100 1 hour consult on a companies advertising. I look at their website, Their newspaper ads their letter head, business cards, basically anything that has their name on it and is handed or seen by the public. Within that hour, I start mentioning key high notes your average business owner wants to hear. I talk about consistency of message, consistency of image, and consistency of overall brand development.

    This meeting is a definitive pre-qualifier. I get to understand their thoughts and methodology towards advertising, and I get to share mine, and how it may or may not help them proceed forward to greater success.

    The third method much like MRomeo's, developing that MULTI touch multi document approach. If you look at MRomeo's approach, you see a pattern. Send / Call - repeated over an over. Need more here.. call and set the appointment. Not enough? here... call and set an appointment. Still need more? Here... call and set the appointment. Its straight up relentless.

    No offense to you, but you are as annoying as a fly, and MRomeo's approach gets it into that level of as annoying as a disturbed beehive. - Just set the meeting already! haha

    The other issue at hand, is to whom you are communicating with. I know based on MRomeo's many posts here, he targets industries. That funnel he has described is targeting <insert industry> and that's it. You, like myself target "local business" so its a shoe store one day, an electrician the next, and a pizza joint the day after.

    The depth of our communication will not be as great as MRomeo's. His is I am more than guessing industry specific, where as mine is geo specific. The implication is the results I can get for the shoe store can also be obtained for the pizza place and the tradesman. The endorsed letter is from fellow community business member. The Case studies are again, other community business'. Its effective... but probably not as effective as industry specific.

    I think after all of that, the biggest piece of advice I can offer is to "Stop Selling" and start connecting. The moment you transition talking AT your prospects, and talking TO your prospects, you will see an increase in conversions.
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    • Profile picture of the author MichaelWinicki
      Originally Posted by savidge4 View Post

      Right off the bat, here is a thread that is right up your ally. Look closely at MRomeo's funnel in particular. (under the "How to Market to These Companies" section ) http://www.warriorforum.com/offline-...r-clients.html
      Thank you!

      I've printed off MRomeo's fine post and I'll go over it tonight.

      Agreed, I'd rather have prospects calling me!

      But from an efficiency stand point telemarketing the prospect first and asking them if they would like to receive the free report has out performed either blind sending them the free report or using direct mail to entice them to request the free report (I've used trade journals and did a several thousand piece test of a "fake" magazine article that talked about the free report- enticing the reader to request it).

      Calling them first seems to be the best way (that I've found so far) of sifting them as they go into the funnel.

      Now I am targeting specific retail industries and not just targeting any retail business... My sort is $500,000 per year to $2.5 mil per year with 5-19 employees.

      And I agree, I need to be more of pest.

      I'm retooling my direct mail pieces so the sales copy causes more pain in the prospect's eyes.
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    • Profile picture of the author MichaelWinicki
      Originally Posted by savidge4 View Post

      I think after all of that, the biggest piece of advice I can offer is to "Stop Selling" and start connecting. The moment you transition talking AT your prospects, and talking TO your prospects, you will see an increase in conversions.
      I wanted to discuss this point a little further because it is pretty important.

      No doubt this is a challenge.

      We do make an attempt to talk to them. I've been in retail, I know the challenges they face.

      The problem is getting the retail business owner or decision maker out of zombie-like trance and hear what we're offering them.

      They're not connecting with what they're reading from us. They're not hearing what we're saying to them over the phone.

      I'm thinking I need to crank up the "pain" they're feeling.
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      • Profile picture of the author savidge4
        Michael,

        "Pain" does not need to be cranked... it needs to be IDENTIFIED. The moment you IDENTIFY a prospects pain, they listen. As long as you are saying "Ive been in retail" ive done this, Ive done that. We can do this we can do that.. the prospect is yes, in a zombie state. The moment you ask "Is X an issue or concern for you?" and "X" is an actual pain point for them, they take notice, they will become engaged.

        Once you can identify and confirm a pain point the prospect has ( or think they have ), you are then dealing with an engaged prospect, that is looking for answers, and your solution.


        Originally Posted by MichaelWinicki View Post

        I wanted to discuss this point a little further because it is pretty important.

        No doubt this is a challenge.

        We do make an attempt to talk to them. I've been in retail, I know the challenges they face.

        The problem is getting the retail business owner or decision maker out of zombie-like trance and hear what we're offering them.

        They're not connecting with what they're reading from us. They're not hearing what we're saying to them over the phone.

        I'm thinking I need to crank up the "pain" they're feeling.
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        • Profile picture of the author bizgrower
          Originally Posted by savidge4 View Post

          Michael,

          "Pain" does not need to be cranked... it needs to be IDENTIFIED. The moment you IDENTIFY a prospects pain, they listen. As long as you are saying "Ive been in retail" ive done this, Ive done that. We can do this we can do that.. the prospect is yes, in a zombie state. The moment you ask "Is X an issue or concern for you?" and "X" is an actual pain point for them, they take notice, they will become engaged.

          Once you can identify and confirm a pain point the prospect has ( or think they have ), you are then dealing with an engaged prospect, that is looking for answers, and your solution.
          Along these lines, what pain points do/did your current customers tell you they have?
          And, which ones amongst your past and current customers did you resolve?
          Can you make those 'talking points' in your sales presentation and marketing collateral?
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          • Profile picture of the author MichaelWinicki
            Originally Posted by bizgrower View Post

            Along these lines, what pain points do/did your current customers tell you they have?
            And, which ones amongst your past and current customers did you resolve?
            Can you make those 'talking points' in your sales presentation and marketing collateral?
            Oh after spending 15 years in retail myself and working with over 2,000 retail business owners... I understand their pain points!

            And yes, those are highly emphasized in both written and verbal sales copy.
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        • Profile picture of the author MichaelWinicki
          Originally Posted by savidge4 View Post

          Michael,

          "Pain" does not need to be cranked... it needs to be IDENTIFIED. The moment you IDENTIFY a prospects pain, they listen. As long as you are saying "Ive been in retail" ive done this, Ive done that. We can do this we can do that.. the prospect is yes, in a zombie state. The moment you ask "Is X an issue or concern for you?" and "X" is an actual pain point for them, they take notice, they will become engaged.

          Once you can identify and confirm a pain point the prospect has ( or think they have ), you are then dealing with an engaged prospect, that is looking for answers, and your solution.
          Oh no question the pain needs to be identified.

          We definitely attempt to get the prospect to talk about themselves and their issues.

          YOU rather than I.

          But when you're in a retail store, you've got customers coming and going. You've got employees coming and going. You've got an ad rep at the door and a sales rep on the other line, plus you're thinking about having to leave early for your kids basketball game... It's hard getting their attention no matter what or who you're talking about.
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          • Profile picture of the author savidge4
            Originally Posted by MichaelWinicki View Post

            But when you're in a retail store, you've got customers coming and going. You've got employees coming and going. You've got an ad rep at the door and a sales rep on the other line, plus you're thinking about having to leave early for your kids basketball game... It's hard getting their attention no matter what or who you're talking about.
            Originally Posted by MichaelWinicki View Post

            I can tell you from our call logs, the number of people that do accept the free report are few in number... If they're truly not interested they shut us down immediately. And really I'm not trying that hard on the front end to disqualify them. Even if they have a slight interest I figure I'm ahead of the game at this point, sending them the free report, getting their information and then starting the long process of "romancing" them. And granted they may not want the consult now, but maybe 6 months from now they will.
            I have been selling online services and products for right at 20 yrs now. I absolutely get what you are saying. My current sales Nirvana is removing the prospect from the above mentioned mayhem. It simply is non productive for them, and a waste of time for myself. Here in lies why I deal with local ( as in I can drive to ) business' only.

            That being said. I currently am operating within the confines of a non compete clause. So I am basically unable to perform my main focus of work within a set area. I have further extended the ideals of that to be on the safe side and do not offer the primary service that was sold, being web design.

            I have massively extended a service I previously provided, CRO. I now am calling around the world in search of clients. I am finding that setting after hour callbacks to be extremely beneficial. I personally value my time above a prospects. I tell them I am valuing THEIR time in offering the after hour solution. I simply want 100% attention of what I have to say and offer, and this for me is the phone sales equivalent of what I do face to face.

            In the last 2 weeks alone, I have been on the phone making a pitch with in every hour block of a day. Tonight alone I have an appointment set for 8 pm, one for midnight, and another for 4am. In what we will call tomorrow, I have a meeting at 8am, that I have to drive 2 hours for.

            I am going to be a bit blunt here... you can wine about the situation, or you can change the situation. IF what you are selling is that good, you need to geographically start targeting your prospects, around a plane flight you have scheduled next week. ( buy the ticket, set the calls in that area ) Commit to the idea, Own the idea, ACT on the idea.

            I am right now selling a $3000 a month service to 1 in 20 calls. Yes I have a very targeted list. Yes I do happen to have some better than good previous clients ( it does help selling this product ) Yes I have some great case studies. Yes, I have the drive and determination to get beyond the crowds, clutter, and mayhem of the prospects office, and get that needed 1 on 1 time.

            Absolutely every indicator you have provided is pointing to a flawed, if not flat out broken funnel. More than a few indicators imply your are not asserting yourself, and dancing around the close. Simply put.. if its broke, you need to fix it. Pretty much everyone here is agreeing your "System" is broke. ( Again this is based apon what you have shared with us )

            I would say that the "Free" report is not working. "the number of people that do accept the free report are few in number" What exactly is few in number 2% 1% .5%? And the rest? just not interested? - From the outside looking in, there is an issue. Without question there is an issue.

            I will bet your targeting is not an issue. From what I get here, your experience is not an issue. so what's left? Its 1 of 3 things. Its the intro call, which leads to reports sent in few numbers. Its the Free Report, or its the consult. We can rule out the consult, because it sound like you might close that decently once you get there.

            Take a moment and think about this. I am call you and offer my services. "Michael, this is Savidge4 with Savidge Industries. I would like to send you a free report on how I can make you more money with CRO. May I have your mailing address please?

            I actually took the liberty of running that almost exact script on 30 prospects this evening. 27 straight up hung up on me 2 of them laughed at me, and the 3rd said they were not interested. The 2 laughers, I quickly turned around explaining this is the script my boss wants us to read, but really here is what my bosses business can do for you... blah blah blah. I set both of the appointments.

            Now I know your pitch is not that simplistic... but is it really that far off?
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            • Profile picture of the author MichaelWinicki
              Originally Posted by savidge4 View Post

              I have been selling online services and products for right at 20 yrs now. I absolutely get what you are saying. My current sales Nirvana is removing the prospect from the above mentioned mayhem. It simply is non productive for them, and a waste of time for myself. Here in lies why I deal with local ( as in I can drive to ) business' only.

              That being said. I currently am operating within the confines of a non compete clause. So I am basically unable to perform my main focus of work within a set area. I have further extended the ideals of that to be on the safe side and do not offer the primary service that was sold, being web design.

              I have massively extended a service I previously provided, CRO. I now am calling around the world in search of clients. I am finding that setting after hour callbacks to be extremely beneficial. I personally value my time above a prospects. I tell them I am valuing THEIR time in offering the after hour solution. I simply want 100% attention of what I have to say and offer, and this for me is the phone sales equivalent of what I do face to face.

              In the last 2 weeks alone, I have been on the phone making a pitch with in every hour block of a day. Tonight alone I have an appointment set for 8 pm, one for midnight, and another for 4am. In what we will call tomorrow, I have a meeting at 8am, that I have to drive 2 hours for.

              I am going to be a bit blunt here... you can wine about the situation, or you can change the situation. IF what you are selling is that good, you need to geographically start targeting your prospects, around a plane flight you have scheduled next week. ( buy the ticket, set the calls in that area ) Commit to the idea, Own the idea, ACT on the idea.

              I am right now selling a $3000 a month service to 1 in 20 calls. Yes I have a very targeted list. Yes I do happen to have some better than good previous clients ( it does help selling this product ) Yes I have some great case studies. Yes, I have the drive and determination to get beyond the crowds, clutter, and mayhem of the prospects office, and get that needed 1 on 1 time.

              Absolutely every indicator you have provided is pointing to a flawed, if not flat out broken funnel. More than a few indicators imply your are not asserting yourself, and dancing around the close. Simply put.. if its broke, you need to fix it. Pretty much everyone here is agreeing your "System" is broke. ( Again this is based apon what you have shared with us )

              I would say that the "Free" report is not working. "the number of people that do accept the free report are few in number" What exactly is few in number 2% 1% .5%? And the rest? just not interested? - From the outside looking in, there is an issue. Without question there is an issue.

              I will bet your targeting is not an issue. From what I get here, your experience is not an issue. so what's left? Its 1 of 3 things. Its the intro call, which leads to reports sent in few numbers. Its the Free Report, or its the consult. We can rule out the consult, because it sound like you might close that decently once you get there.

              Take a moment and think about this. I am call you and offer my services. "Michael, this is Savidge4 with Savidge Industries. I would like to send you a free report on how I can make you more money with CRO. May I have your mailing address please?

              I actually took the liberty of running that almost exact script on 30 prospects this evening. 27 straight up hung up on me 2 of them laughed at me, and the 3rd said they were not interested. The 2 laughers, I quickly turned around explaining this is the script my boss wants us to read, but really here is what my bosses business can do for you... blah blah blah. I set both of the appointments.

              Now I know your pitch is not that simplistic... but is it really that far off?
              Thank you for your input!

              Much appreciated!

              Do you have a suggested script that a "OK" telemarketer could use?


              I could test the competitive analysis angle.
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              • Profile picture of the author savidge4
                Originally Posted by MichaelWinicki View Post

                Thank you for your input!

                Much appreciated!

                Do you have a suggested script that a "OK" telemarketer could use?
                I really don't know exactly what you are selling. I just showed you probably the worst script in the world, and out of 30 calls I created the desired outcome 2 times, and that was to set an appointment. I was calling NZ ( Hi Ewen! ) so I set 2 sales appointments for after hours. One is tomorrow at 11:30pm est ( 5:30 their time ) and the other is again tomorrow / the day after at 3:30am est ( 9:30 their time )

                My basic script is along the lines Of "Hi, My name is Savidge4 Calling you from Savidge Industries based in the United States. Were are a web optimization company. I see that at you have a website www. yada yada. what we do is scientifically go through many points of your site with a series of A/B testing and create greater return with the traffic you already have. blah blah blah <this part does one of 2 things, it opens up a ton of questions, which will lead to the second portion. OR it gets the "We are not interested" In this case I ask for a moment more of their time and do some basic "what are you not interested in?" questions.

                What we like to do is have a meeting to discuss the amount of traffic and some rough estimates of sales that you have to determine a perfect fit for both you and us. <this usually opens up "what is a perfect fit?"> is there a time that you can have your web person available to go through some of the preliminary details? < they answer back they are busy yada yada > and I come back that we offer for their convenience an after hours call back. the call generally takes an hour or so, many times less. would that be more convenient for you? At this point I get their e-mail address to send them a confirmation of the set appointment,and then 2 hours before I send another as a reminder. ( these are kicked out automatically with my setup. )


                Again that is rough. but It is your basic simple pitch. Its not quite a lay down pitch, but it really is not that far from it.
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                • Profile picture of the author MichaelWinicki
                  Originally Posted by savidge4 View Post

                  I really don't know exactly what you are selling. I just showed you probably the worst script in the world, and out of 30 calls I created the desired outcome 2 times, and that was to set an appointment. I was calling NZ ( Hi Ewen! ) so I set 2 sales appointments for after hours. One is tomorrow at 11:30pm est ( 5:30 their time ) and the other is again tomorrow / the day after at 3:30am est ( 9:30 their time )

                  My basic script is along the lines Of "Hi, My name is Savidge4 Calling you from Savidge Industries based in the United States. Were are a web optimization company. I see that at you have a website www. yada yada. what we do is scientifically go through many points of your site with a series of A/B testing and create greater return with the traffic you already have. blah blah blah <this part does one of 2 things, it opens up a ton of questions, which will lead to the second portion. OR it gets the "We are not interested" In this case I ask for a moment more of their time and do some basic "what are you not interested in?" questions.

                  What we like to do is have a meeting to discuss the amount of traffic and some rough estimates of sales that you have to determine a perfect fit for both you and us. <this usually opens up "what is a perfect fit?"> is there a time that you can have your web person available to go through some of the preliminary details? < they answer back they are busy yada yada > and I come back that we offer for their convenience an after hours call back. the call generally takes an hour or so, many times less. would that be more convenient for you? At this point I get their e-mail address to send them a confirmation of the set appointment,and then 2 hours before I send another as a reminder. ( these are kicked out automatically with my setup. )


                  Again that is rough. but It is your basic simple pitch. Its not quite a lay down pitch, but it really is not that far from it.
                  I appreciate the input.

                  Like I posted to someone else, which ever script is tested, it needs to be one that an "OK" telemarketer can master, so I can scale the business.
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              • Profile picture of the author savidge4
                Originally Posted by MichaelWinicki View Post

                I could test the competitive analysis angle.
                Regardless of what its labeled.. that IS NOT a "free report" that is exactly what you called it a "Competitive Analysis", and THAT is in a whole different ball park.
                Signature
                Success is an ACT not an idea
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                • Profile picture of the author iAmNameLess
                  Originally Posted by MichaelWinicki View Post

                  I can understand that.

                  I think the 30 minute has it's place, but it needs to be a step AFTER the initial/shorter consult.
                  I think once again you're making things more complicated than it needs to be. Instead of thinking how to add more steps, you should be thinking how you can make it easier for them to buy and speed up your sales cycle if possible.

                  I don't mean to continue to harp on it, I just think you can make things much easier for yourself.
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                  • Profile picture of the author MichaelWinicki
                    Originally Posted by iAmNameLess View Post

                    I think once again you're making things more complicated than it needs to be. Instead of thinking how to add more steps, you should be thinking how you can make it easier for them to buy and speed up your sales cycle if possible.

                    I don't mean to continue to harp on it, I just think you can make things much easier for yourself.
                    I don't think you're harping at all- You make a good point.

                    And it's something that needs to be tested.

                    The thing is no matter what script I use, an "OK" telemarketer needs to be able to have success with it or it's not going to fly. I'm not the one making the calls... I couldn't scale this business if I did.
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  • Profile picture of the author krzysiek
    Didn't read the whole thread but here are some of my thoughts.

    I would change the way you are approaching the whole "30 minute consultation". That's rather generic and doesn't do much in the way of benefiting the client.

    So they're probably going to assume it's some sort of sales call.

    I would try and change that around so that the 30 minute consultation is actually a 30 minute session ALL about them, their business & how you would improve it.

    So if you go in there and offer a limited 30 minute marketing strategy session, where you'll look into what they're currently doing, rip it apart and give easy to implement and actionable suggestions that they can implement in the space of a week - then I think you'll get a lot more takers.

    Basically, what's in it for them.

    If they get on the phone to you for 30 minutes, what are they going to walk away with in the worst case scenario?

    And make that end outcome irresistible to them.

    Then when they get on the phone to you and you actually help them in the way you promised, more than likely they're going to see so much value out of that short phone call that they will naturally ask you, "so, how can you help me do this".

    At that point, they're willing and asking you to help them. That's when you can look into taking the sale to the next step.

    Of course, it helps to make sure your prospects are qualified before you hand out that 30 minute consultation.

    And for those who say that someone will not give you 30 minutes of their time, it depends. If it looks like they are being asked to sit through a 30 minute sales call, then it's unlikely you'll get them to do it.

    However if you're "donating" 30 minutes of your time to focus on their business and improve it, then you'll probably get too many inquiries and you'll need to qualify to make sure you're not wasting your time.

    Also, you really don't need to even do a 30 minute consultation.

    How about a brief discovery call to first see if your services would even benefit the client. This call can take around 10 minutes and in that time you'll find out if they're a good fit (plus a bunch of other useful information). At the end of the call, if they are a good fit, schedule your strategy session (or next step of the sales process).
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  • Profile picture of the author Sonomamike
    I'm going to look at this from a completely different angle. It seems to me you're targeting an awfully big market...retail "brick and mortar"...Can you narrow it done a bit for us? What is your ideal client? Can you offer results in advance? Risk reversal? You know Jay Abraham...What would Jay do???
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    • Profile picture of the author MichaelWinicki
      Originally Posted by Sonomamike View Post

      I'm going to look at this from a completely different angle. It seems to me you're targeting an awfully big market...retail "brick and mortar"...Can you narrow it done a bit for us? What is your ideal client? Can you offer results in advance? Risk reversal? You know Jay Abraham...What would Jay do???
      We work in retail niches that aren't (as of yet) affected by consumers being able to go to the net and order- think larger items.

      Good point about the risk reversal... The challenge is that it takes a tremendous amount of time up front getting information out of the client, looking at all their systems, evaluating their position in the market in exchange for a monthly commitment that is less than a $1,000 AND it generally takes at least a couple months to turn this massive "wheel" in order to start seeing results that offering that going the risk reversal route isn't that feasible.

      And it's not a case where folks do the 30-minute consult and then turn us down.

      If I brought up a risk-reversal scenario prior to the 30-minute consult, then they may think (even more) that the consult is more of a "sell" situation than it is a "help me" situation. And I do give them "meat" during the consult. It's not all selling.
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  • Profile picture of the author iAmNameLess
    No offense but I think your funnel is weak. The problem is from the very beginning, selling them on the idea of a free report. Now if this was an inbound strategy, I understand, but you're mixing outbound tactics with an inbound strategy but it simply isn't effective in the way you're doing things.

    First thing... if you're cold calling them, you're already selling them on yourself by allowing to take up time to talk to you right then. Your initial focus is generic, and really not focused on disqualifying them. I would bet a lot of people that agree to receiving the free report is because they want to get off the phone.

    I think you'd be better off by cold calling and gauging the interest in whatever the service is you're offering. Send information to them to look over and schedule a follow up call... While waiting for your follow up call, enter them into an auto responder to nurture the lead or at least keep you on their mind and build trust in the process while you're waiting to speak with them again.

    I think selling them on the idea of a free report, in order to sell them on the idea of a free consultation in order to sell them on the idea of using your services, is making things more complicated than necessary as well as adding additional time to your average sales cycle.

    Make it easier.
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    • Profile picture of the author MichaelWinicki
      Originally Posted by iAmNameLess View Post

      No offense but I think your funnel is weak. The problem is from the very beginning, selling them on the idea of a free report. Now if this was an inbound strategy, I understand, but you're mixing outbound tactics with an inbound strategy but it simply isn't effective in the way you're doing things.

      First thing... if you're cold calling them, you're already selling them on yourself by allowing to take up time to talk to you right then. Your initial focus is generic, and really not focused on disqualifying them. I would bet a lot of people that agree to receiving the free report is because they want to get off the phone.

      I think you'd be better off by cold calling and gauging the interest in whatever the service is you're offering. Send information to them to look over and schedule a follow up call... While waiting for your follow up call, enter them into an auto responder to nurture the lead or at least keep you on their mind and build trust in the process while you're waiting to speak with them again.

      I think selling them on the idea of a free report, in order to sell them on the idea of a free consultation in order to sell them on the idea of using your services, is making things more complicated than necessary as well as adding additional time to your average sales cycle.

      Make it easier.
      Good points.

      And that is a very testable path to take.

      And yes, it may make it easier... It could.

      But you're still left with having to pack a lot into that initial phone call, which would probably cause many qualified prospects to take the easy way out and say "I'm not interested".

      I can tell you from our call logs, the number of people that do accept the free report are few in number... If they're truly not interested they shut us down immediately. And really I'm not trying that hard on the front end to disqualify them. Even if they have a slight interest I figure I'm ahead of the game at this point, sending them the free report, getting their information and then starting the long process of "romancing" them. And granted they may not want the consult now, but maybe 6 months from now they will.
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  • Profile picture of the author bizgrower
    Everybody has great suggestions. Get your own IM funnel right, and get your cold calling process right - and they are distinct processes. I'd suggest studying Perry Marshall and Rich Schefren's funnels for internet marketing your business. Modify and use your nicely done free report as a free download from your website for prospect's email addresses to build your email list and get incoming calls. Add it to your YouTube channel as well - then build up to webinars. (Personally, if it does not cost too much, I'd leave the webinars up so people can watch or listen when they can. If they run a business, they almost always get interruptions...)

    Also, for internet marketing or cold calling, try to focus on retailers who already have web presence so there is not so much of a learning curve or resistance to internet marketing - royal PITA. Then you can focus on their needs and goals and such things as better shopping cart, improvements in traffic and conversion and your reliability... Don't have to sell and educate about Internet Marketing so much.

    I had a friend/prospect who just had a small local store. She just wanted people to call her from her website so she could offer her personal touch on all calls. There was not going to be e-commerce. She was going to do provide us the photos, which she never got around to because sunlight or traffic was never right. (And it made us look bad to other locals because her website was taking soooo long and she did not explain she was the hold up...) After about four months, she asked about the free websites she saw advertised on MSN - and her ex-husband was a web designer. LOL

    Dan
    Signature

    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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    • Profile picture of the author MichaelWinicki
      Originally Posted by bizgrower View Post

      Everybody has great suggestions. Get your own IM funnel right, and get your cold calling process right - and they are distinct processes. I'd suggest studying Perry Marshall and Rich Schefren's funnels for internet marketing your business. Modify and use your nicely done free report as a free download from your website for prospect's email addresses to build your email list and get incoming calls. Add it to your YouTube channel as well - then build up to webinars. (Personally, if it does not cost too much, I'd leave the webinars up so people can watch or listen when they can. If they run a business, they almost always get interruptions...)

      Also, for internet marketing or cold calling, try to focus on retailers who already have web presence so there is not so much of a learning curve or resistance to internet marketing - royal PITA. Then you can focus on their needs and goals and such things as better shopping cart, improvements in traffic and conversion and your reliability... Don't have to sell and educate about Internet Marketing so much.

      I had a friend/prospect who just had a small local store. She just wanted people to call her from her website so she could offer her personal touch on all calls. There was not going to be e-commerce. She was going to do provide us the photos, which she never got around to because sunlight or traffic was never right. (And it made us look bad to other locals because her website was taking soooo long and she did not explain she was the hold up...) After about four months, she asked about the free websites she saw advertised on MSN - and her ex-husband was a web designer. LOL

      Dan
      Great points Dan.

      Some can be Internet marketed too. No question.

      But a large percentage can't be reached efficiently with Internet marketing. I think it's one of the last "I don't do the Internet" demographics out there– i.e. the retail, brick & mortar business owner.

      Whatever funnel you use with these folks has to have an offline component to it, or you're going to miss a large segment of the market.

      And keep in mind most of our focus is offline marketing, just because many brick & mortar retailers need that help and then we offer the online marketing options in addition.
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  • Profile picture of the author Oziboomer
    Some great advice from all contributors to this thread.

    I'm a business owner that would be your ideal prospect. We sell customised products that are best sold face to face and are generally harder to ship yet we do a considerable amount of online business and have many different online funnels set up so I speak from some position of being both on the side of the prospect side and as I consult to other businesses I have also been in your position with prospecting.

    The market is full of noise and clutter so cutting through that to actually get a focussed business owner is difficult particularly in the marketing space as all my gatekeepers have strict instructions to filter cold-call and even warm-call marketing type phone calls and even walk-ins.

    Everyone is promising online improvements.

    There are several observations I've made and some are just observations and others are where I've had results with getting consulting clients for various IM stuff.

    There are numerous business functions where some of the respected government funded organisations or business groups present various pathways for businesses to have success online.

    I've attended a number of these both as a guest speaker and as just attendee with the motive of both learning and prospecting.

    The key takeaway is when I've attended as a speaker I've been inundated with prospects, leads, requests etc but when I've attended as an audience member I always get hit on by wannabe marketers and when I try to prospect, the prospective client always ends up speaking to said presenter and then it becomes difficult to even establish a time to even meet for a social type follow up.

    I would suggest you become the authority or engineer some authority via webinar as suggested in other posts or by just holding real seminars where you can get in front of prospects.

    The risk reversal method although you say takes several months is one that you should consider more deeply.

    Perhaps offer some 12 month rebate. If we don't achieve XXX in 12 months then you get 6 months support free or $4000 in your account no questions asked. It shows you are serious and committed to a long term relationship

    Usually the best businesses can afford to pay but in today's climate when everyone has used reachlocal
    or any number of other larger marketing firms...BTW the Jay Abraham approach was first executed on me back in 1991 and although it is still valid the value attached to the offer has to be scaled up to really grab today's business owner.

    Maybe offer a FREE Internet summit at some resort for all prospects after they have been a client for 4 months. You could do a bring a business friend to the event. Strike up a deal with a hotel and get the attendee to pay and the friend to pay to stay-over. Offer a free package if other referred business owners attend.

    Business owners like when people have skin in the game. If you are good at what you do and you can deliver results then the guarantee can be strong.

    I get hounded by my staff because our Guarantee is "be totally delighted or it is changed for FREE" and we do end up backing up this guarantee on occasion but usually the client feels guilty when you've done a good job and they feel the poor result is their responsibility so I would strongly suggest looking at a big guarantee as it does re-assure and if structured correctly should not cost too much.

    With most marketing initiatives presented by companies being so weak or poor in ROI there is definitely room for strong guarantees if you can actually deliver results.

    The other thing is to get some BUZZ happening around your business so prospects know you exist before you contact them.

    Advertise locally before you approach local businesses and it will be easier to break through.

    Attend business functions and just network without selling. This does work over time.

    Buy products from prospective businesses and ask the questions of the business as to why they can't do it online or why they can't help you with whatever it is you are trying to sell them on.

    You can always say you bought a similar item from a competitor and they could do such and such which impressed you because it was in your area of expertise.

    Businesses like it if you are actually a customer first...just a hint.

    Hope this helps a little along with the other great content that is already suggested
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    • Profile picture of the author MichaelWinicki
      Originally Posted by Oziboomer View Post

      Some great advice from all contributors to this thread.

      I'm a business owner that would be your ideal prospect. We sell customised products that are best sold face to face and are generally harder to ship yet we do a considerable amount of online business and have many different online funnels set up so I speak from some position of being both on the side of the prospect side and as I consult to other businesses I have also been in your position with prospecting.

      The market is full of noise and clutter so cutting through that to actually get a focussed business owner is difficult particularly in the marketing space as all my gatekeepers have strict instructions to filter cold-call and even warm-call marketing type phone calls and even walk-ins.

      Everyone is promising online improvements.

      There are several observations I've made and some are just observations and others are where I've had results with getting consulting clients for various IM stuff.

      There are numerous business functions where some of the respected government funded organisations or business groups present various pathways for businesses to have success online.

      I've attended a number of these both as a guest speaker and as just attendee with the motive of both learning and prospecting.

      The key takeaway is when I've attended as a speaker I've been inundated with prospects, leads, requests etc but when I've attended as an audience member I always get hit on by wannabe marketers and when I try to prospect, the prospective client always ends up speaking to said presenter and then it becomes difficult to even establish a time to even meet for a social type follow up.

      I would suggest you become the authority or engineer some authority via webinar as suggested in other posts or by just holding real seminars where you can get in front of prospects.

      The risk reversal method although you say takes several months is one that you should consider more deeply.

      Perhaps offer some 12 month rebate. If we don't achieve XXX in 12 months then you get 6 months support free or $4000 in your account no questions asked. It shows you are serious and committed to a long term relationship

      Usually the best businesses can afford to pay but in today's climate when everyone has used reachlocal
      or any number of other larger marketing firms...BTW the Jay Abraham approach was first executed on me back in 1991 and although it is still valid the value attached to the offer has to be scaled up to really grab today's business owner.

      Maybe offer a FREE Internet summit at some resort for all prospects after they have been a client for 4 months. You could do a bring a business friend to the event. Strike up a deal with a hotel and get the attendee to pay and the friend to pay to stay-over. Offer a free package if other referred business owners attend.

      Business owners like when people have skin in the game. If you are good at what you do and you can deliver results then the guarantee can be strong.

      I get hounded by my staff because our Guarantee is "be totally delighted or it is changed for FREE" and we do end up backing up this guarantee on occasion but usually the client feels guilty when you've done a good job and they feel the poor result is their responsibility so I would strongly suggest looking at a big guarantee as it does re-assure and if structured correctly should not cost too much.

      With most marketing initiatives presented by companies being so weak or poor in ROI there is definitely room for strong guarantees if you can actually deliver results.

      The other thing is to get some BUZZ happening around your business so prospects know you exist before you contact them.

      Advertise locally before you approach local businesses and it will be easier to break through.

      Attend business functions and just network without selling. This does work over time.

      Buy products from prospective businesses and ask the questions of the business as to why they can't do it online or why they can't help you with whatever it is you are trying to sell them on.

      You can always say you bought a similar item from a competitor and they could do such and such which impressed you because it was in your area of expertise.

      Businesses like it if you are actually a customer first...just a hint.

      Hope this helps a little along with the other great content that is already suggested
      Great content!

      And if/when I start dealing with local clientele there are some real gems there.
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  • Profile picture of the author bob ross
    Great post Oziboomer... that last part is VERY true. In fact, I personally refuse to donate to any organization or buy from a business that solicits me, unless they're willing to do business with me first. If you're going to ask me for money unsolicited, unless you're a customer you're not getting a dime.
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  • Profile picture of the author Rus Sells
    15 minutes or less will get you one identifiable course of action to start increasing your gross sales today.

    That popped into my head while reading the thread. LOL Kinda catchy and make them think of you know what...? right?

    Anyways in my mind 30 minutes defaults to 1 hour automatically.

    I'd shoot for a 10 minute consult that you've already prepared a topic on so you can get straight to the point. For example how their home page could be restructured for more clarity and possibly better conversions.

    Trust me, if you can get them on a 10 minute consult and if what you have to say peaks their interest it can easily turn into a 60 minute conversation. It's happened to me countless times.

    Also consider mentioning the offer for the consult at the beginning of your package instead of the end?
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    • Profile picture of the author MichaelWinicki
      Originally Posted by Rus Sells View Post

      15 minutes or less will get you one identifiable course of action to start increasing your gross sales today.

      That popped into my head while reading the thread. LOL Kinda catchy and make them think of you know what...? right?

      Anyways in my mind 30 minutes defaults to 1 hour automatically.

      I'd shoot for a 10 minute consult that you've already prepared a topic on so you can get straight to the point. For example how their home page could be restructured for more clarity and possibly better conversions.

      Trust me, if you can get them on a 10 minute consult and if what you have to say peaks their interest it can easily turn into a 60 minute conversation. It's happened to me countless times.
      That is catchy!

      Yes, I think we're going to start focusing on doing a short 5/10 minute consult first.
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  • Profile picture of the author bss2t
    I don't see the point in giving the free report, especially by mail. Why not get their email address so you can begin drip campaigns as well?

    I think you go in and ask for the presentation from the beginning. Your conversion numbers will drop as a percentage, but will be higher overall, and will be much cheaper (I am assuming the package you are mailing is a bit of an investment).

    For those that say this won't work, our cold call to presentations is about 42/1 right now, and our live pick up to presentations is about 12/1. At 300-400 calls per day, you should be able to fill the pipeline fairly quickly.
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    • Profile picture of the author MichaelWinicki
      Originally Posted by bss2t View Post

      I don't see the point in giving the free report, especially by mail. Why not get their email address so you can begin drip campaigns as well?

      I think you go in and ask for the presentation from the beginning. Your conversion numbers will drop as a percentage, but will be higher overall, and will be much cheaper (I am assuming the package you are mailing is a bit of an investment).

      For those that say this won't work, our cold call to presentations is about 42/1 right now, and our live pick up to presentations is about 12/1. At 300-400 calls per day, you should be able to fill the pipeline fairly quickly.
      Yes, we do get their email addresses (or make a valiant effort too– right now the success ratio is about 50%).

      And yes, we do send emails as part of the process.

      Why I want them to receive the free report by mail (in addition we do send via email... when we have the email) is that there is other information included with the report to establish credibility.

      One thing I have had others tell me that do BOTH email and snail-mail is that that their overall success rate and ultimately their profitability is higher when sending out an ink on paper product for them to look at.

      And I can emphasize this enough... my target audience is full of most busy males, 45-65+ and their amount of time spent on the Internet might be the smallest of any demographic. They're use reading ink on paper... and for many of them it is their preferred reading method.

      Also keep in mind many of the emails we do collect are the main emails for the store/business so a lot of "stuff" gets sent there, so the chances of our free report being found and read decreases appreciably.
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      • Profile picture of the author bizgrower
        Originally Posted by MichaelWinicki View Post

        Yes, we do get their email addresses (or make a valiant effort too- right now the success ratio is about 50%).

        And yes, we do send emails as part of the process.

        Why I want them to receive the free report by mail (in addition we do send via email... when we have the email) is that there is other information included with the report to establish credibility.

        One thing I have had others tell me that do BOTH email and snail-mail is that that their overall success rate and ultimately their profitability is higher when sending out an ink on paper product for them to look at.

        And I can emphasize this enough... my target audience is full of most busy males, 45-65+ and their amount of time spent on the Internet might be the smallest of any demographic. They're use reading ink on paper... and for many of them it is their preferred reading method.

        Also keep in mind many of the emails we do collect are the main emails for the store/business so a lot of "stuff" gets sent there, so the chances of our free report being found and read decrease appreciably.
        Have you tried sending your free report package to very targeted execs or owners by FedEx?
        And, if so, how well has that worked for you?

        Dan
        Signature

        "If you think you're the smartest person in the room, then you're probably in the wrong room."

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        • Profile picture of the author MichaelWinicki
          Originally Posted by bizgrower View Post

          Have you tried sending your free report package to very targeted execs or owners by FedEx?
          And, if so, how well has that worked for you?

          Dan
          Very solid suggestion Dan!

          I haven't done it, but need to.
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  • Profile picture of the author mojo1
    Can I share something funny with the OP.

    I just saved this thread using the WF's thread tool and in this post title it reads"Getting prospects to the 30 minute consultation"

    I changed the computer generated title that happens when you email an individual thread to yourself to 10 from the number 30 in the original title because I know that when I refer back to this thread I would be attracted to 10 minutes in the subject line and uninterested in anything referencing a 30 min. initial consult myself.

    So yeah, like others have said push for an initial 10 minute pow wow versus 30.
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    • Profile picture of the author MichaelWinicki
      Originally Posted by mojo1 View Post

      Can I share something funny with the OP.

      I just saved this thread using the WF's thread tool and in this post title it reads"Getting prospects to the 30 minute consultation"

      I changed the computer generated title that happens when you email an individual thread to yourself to 10 from the number 30 in the original title because I know that when I refer back to this thread I would be attracted to 10 minutes in the subject line and uninterested in anything referencing a 30 min. initial consult myself.

      So yeah, like others have said push for an initial 10 minute pow wow versus 30.
      I can understand that.

      I think the 30 minute has it's place, but it needs to be a step AFTER the initial/shorter consult.
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  • Profile picture of the author Defacto
    Business owners want leads and customers, not reports, and believe it or not most small business owners do not want some 30 minute consultation. I will sell a lead gen system for a few hundred dollars with video proof it works. From there its all trust and easy upsells. I show them (in the video) what the system does for my personal business, suggest it is helping another ______ in another town, that I developed it for him for $xxxx (4 figures), and they can have it for a huge discount of just $xxx (3 figures).

    Semi bulk email, video embedded on web page, payment button embedded on video (and under it). Very little sales text, and NO WSO type sales text for God's sake.
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    • Profile picture of the author MichaelWinicki
      Originally Posted by Defacto View Post

      Business owners want leads and customers, not reports, and believe it or not most small business owners do not want some 30 minute consultation. I will sell a lead gen system for a few hundred dollars with video proof it works. From there its all trust and easy upsells. I show them (in the video) what the system does for my personal business, suggest it is helping another ______ in another town, that I developed it for him for (4 figures), and they can have it for a huge discount of just (3 figures).

      Semi bulk email, video embedded on web page, payment button embedded on video (and under it). Very little sales text, and NO WSO type sales text for God's sake.
      Nothing wrong with lead generation systems.

      Just a different model from a "Done for your service" where I'm looking at continuity income... And I hold some sway for them because they do not have the time or expertise to take over the task.
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  • Profile picture of the author RosaMissList
    I always think the best approach is to tell them they are missing something with their business and you can come to their business and set it up for them for free.
    This could be Google places, Foursquare, Facebook page.

    Once you have given them some value for free you can then follow up with them at a later date. Or in turn for giving them something for free they opt in to your email list.

    They will now trust you and you can continue marketing to them in the future.
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    • Profile picture of the author MichaelWinicki
      Originally Posted by RosaMissList View Post

      I always think the best approach is to tell them they are missing something with their business and you can come to their business and set it up for them for free.
      This could be Google places, Foursquare, Facebook page.

      Once you have given them some value for free you can then follow up with them at a later date. Or in turn for giving them something for free they opt in to your email list.

      They will now trust you and you can continue marketing to them in the future.
      And that's what we're attempting to do with the free report.

      That report isn't a 12 page sales letter.

      It explains to them (in a retail way) the Jay Abraham "3-ways to grow your business", most of whom have never been exposed to Jay's principles.

      I do give them value. And I bring further credibility by talking about the book I wrote.

      But yeah, we try to build trust and credibility with each step.

      Now can we shorten or eliminate some of the steps? Testing should tell us.
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