Serious Question For Business Owners

21 replies
If a stranger introduced himself and company to you and wanted to see if he could get you a better return on your advertising dollars, would you give a few minutes to see if it was
possible?

Appreciate your comments.

Best,
Doctor E. Vile
#business #owners #question #serious
  • hi
    if i am interested in it ,and i will give a few minutes to see if it was possible.According to he said,we can make judgement to if its benefits to us.
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    to be a better girl.

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    • Profile picture of the author savidge4
      I love love love this question

      If it is delivered that wide open.. advertising dollars... Over the phone, I will and do hang up on them, in person.. I would be very straight forward and say they need to do better than that. which usually results in them walking off LOL

      The issue with the statement, there is no targeting. I would almost call it.. well I would call it a noob opener. If anyone here had issues and questions about SEO I would hope that you all would contact myself or Iam as an example. If you wanted a solid second opinion on a printed piece etc.. I would talk with you Ewen or Bob Ross. If I was wanting to discuss a phone script, I might contact Mr. Kanigan or Claude. If I wanted to step up my game and learn the finer points of consulting I would reach out to Mr. Lessard.

      The point being I would seek out someone that has knowledge. If you are not directly communicating that knowledge right off the bat.. not worth my time. In this post: http://www.warriorforum.com/offline-...l#post10453968 I loosely show how in selling SEO I may start a bit wide, "Internet" but flow to a more specific SEO. But I have still defined what it is I specialize in. I have set a level of authority.

      point #2 of this post: http://www.warriorforum.com/offline-...l#post10453252 Says it all.
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      Success is an ACT not an idea
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      • Profile picture of the author eccj
        Originally Posted by savidge4 View Post

        I love love love this question

        If it is delivered that wide open.. advertising dollars... Over the phone, I will and do hang up on them, in person.. I would be very straight forward and say they need to do better than that. which usually results in them walking off LOL

        The issue with the statement, there is no targeting. I would almost call it.. well I would call it a noob opener. If anyone here had issues and questions about SEO I would hope that you all would contact myself or Iam as an example. If you wanted a solid second opinion on a printed piece etc.. I would talk with you Ewen or Bob Ross. If I was wanting to discuss a phone script, I might contact Mr. Kanigan or Claude. If I wanted to step up my game and learn the finer points of consulting I would reach out to Mr. Lessard.

        The point being I would seek out someone that has knowledge. If you are not directly communicating that knowledge right off the bat.. not worth my time. In this post: http://www.warriorforum.com/offline-...l#post10453968 I loosely show how in selling SEO I may start a bit wide, "Internet" but flow to a more specific SEO. But I have still defined what it is I specialize in. I have set a level of authority.

        point #2 of this post: http://www.warriorforum.com/offline-...l#post10453252 Says it all.
        The only thing I would say to this is that you are way more into the marketing side of your business than 99% of business owners out there. But yeah I agree with what you are saying.

        I get called by marketers maybe three times a day for my insurance business. If they start talking about marketing or leads in general I don't even consider them.

        Also, the less complicated thing that they are pitching the better. The fancy guys out there make me run for the hills.

        Some marketing guys wasted a lot of money mailing out a monopoly sized box out to me with "Unlock The Game" stuff in it... Ari Galper maybe.

        IF someone has a good direct mail thing going I WILL listen then.
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        • Profile picture of the author savidge4
          Granted yeah.. calling any of us.. and the tables are a bit tilted.. But, WE think 99% of business owners don't have a clue... and I am not so sure about that statement.

          They may not have a clue in the true sense of how marketing works, and what is involved to have a successful campaign... but they know what didn't work, and were told it would.

          Start talking to any of these folks about Geographical testing or segment identification and separation.. and they look at you like you are silly. Should there be a guy in the photo or a female? should she have blond or brunette hair? This zip code has older homes than this one.

          These are the things that separate YOU and YOUR service from the pack. When you call and say "what if I told you we provide a service that ensures a quality return of investment on direct mailing?" and they respond.. yeah right.. Ive don't that before and it doesn't work. And right there you have them. "We don't just print and run an ad, we test and optimize the mailer before we do a full run. As a marketing Company, we want to ensure we are getting the right message to the right households that are receptive to receive and act apon your message." From here you jump right into what is a lead worth blah blah blah. you simply have them hooked at that point.

          in this scenario the 2 most common objections.. we already are doing this, and every time I have done that it has never worked.

          The question is... in a sales pitch how do you get from "would you be interested in learning more about getting a better return on your advertising dollars" to "Would you be interested in learning more about our direct mail program that increases response and conversion of your offer?"

          Simply put more often than not it is NOT the knowledge of the prospect you need to concern yourself with, its the pervious experiences with what you are selling.


          Merry Christmas to all BTW
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      • Profile picture of the author Claude Whitacre
        Originally Posted by savidge4 View Post

        I love love love this question

        If it is delivered that wide open.. advertising dollars... Over the phone, I will and do hang up on them, in person.. I would be very straight forward and say they need to do better than that. which usually results in them walking off LOL

        The issue with the statement, there is no targeting. I would almost call it.. well I would call it a noob opener.
        Same here.

        I'll answer Ewen's question, as though he were asking me personally for my response.

        At one time, I may have even offered the caller (or visitor) a tip to make his approach work better. But, there is nothing that grabs the attention in, "If I could give you a better return on your advertising dollars, would you give me ten minutes to see if it was possible?"

        Now, if he said, "I'm an advertising specialist that works with vacuum cleaner retailers that are spending at least $3,000 a month or more in local print advertising. I can cut that in half, with the same results. And you don't pay me unless I can do it. Do you want to know more?"

        That's specific enough, and different enough, that I probably wouldn't hang up. I might say, "What do you do?" And the right answer would be to tell me what you do, and how you do it. Don't go for the appointment yet.

        I would say, "I make your print ads more effective, and place them where your buyers are going to see them. Do you spend at least $3,000 a month in advertising?"

        Me; "About that"

        Rep; "Do you have samples of last month's print ads?"

        Me, "Yes, why?"

        Rep; "If you get them together, I'll look at them and we'll see if there's a reason to go further. Can you have them ready tomorrow at 3PM?"


        My analogy I think fits is this;

        If you are looking to get lucky, and a friend calls and says "I want you to got to this huge party. 5,000 girls will be there"....you may go, but probably not.

        But if he says; "I'm going to this party. There's a girl there that asked about you. She's cute, loves comic books, like you do...and asked if you had a girlfriend. Want to go with me to the party?"

        The answer is "Yes". One girl VS 5,000. he picked the one because it was a match, specific to you.


        By the way, I've already forgotten about the "cut my cost in half". I just know that you're going to make my advertising work better. But a specific approach, that fits me...will get my attention, maybe.
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        • Profile picture of the author ewenmack
          Thank you all for commenting and helping me.

          Would you be more open to the offer of being sent an ad
          and the numbers it produced in the same type of business,
          eg mattress store?

          Best,
          Doctor E. Vile
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          • Profile picture of the author kemdev
            Originally Posted by ewenmack View Post

            If a stranger introduced himself and company to you and wanted to see if he could get you a better return on your advertising dollars, would you give a few minutes to see if it was
            possible?

            Appreciate your comments.

            Best,
            Doctor E. Vile
            Most certainly. But I would want to know specifics, like what the company has done for other web designers or a comparable niche.

            Originally Posted by ewenmack View Post

            Thank you all for commenting and helping me.

            Would you be more open to the offer of being sent an ad
            and the numbers it produced in the same type of business,
            eg mattress store?

            Best,
            Doctor E. Vile
            If the ad was produced by the company, yes. If it was an ad run by another company and this consultant wanted to show me why/how it worked, no.
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  • Profile picture of the author Jason Kanigan
    There's a HUGE credibility gap here.

    Now I'm going to talk about this question in relation to OTHER business owners, not myself, because I don't want you thinking it's just my opinion.

    When I tried lines like this, early in my career, it bounced off.

    The owners told me things like:

    "I have only so much time in the day: if I find I wasted it on this conversation, I'll be upset."

    "Who are you and why should I let you near my business?"

    "I'm not interested."


    Why would they say those things?

    They aren't the rational response of a thinking human being, are they?

    Yet they're the responses I give now, as well.

    First, the fact is I know more than most people...I mean outside, not in this forum where there are a good dozen people I enjoy talking with and learning from...at least, about business, history, food, literature. And that's sad. But it's true. So if I waste my time talking to someone who is reading a canned script (which this SOUNDS like, BTW, with all the negative effects that brings--flunky, subordinate, non-decision-maker) and discover I know more than they do...

    ...man, I feel burned. Dammit, I wasted ten minutes on this person and they can't even help me. In fact, I should be helping them.

    Second, why should they be allowed anywhere near the dials and levers of my business?

    Why should I trust them??

    This is the credibility gap. And it needs to be overcome before serious players will let you talk with them.

    It's why a $750 web designer can't land--or even see--the $10K+ clients.

    Third, the "I'm not interested" is an obvious smokescreen for something else.

    Who wouldn't be interested in getting more out of their advertising dollars??

    But something--the gap--is getting in the way of them opening up and sharing even a teensy-weensy bit of the TRUTH about what's really going on in their business with you.

    IMO this sentence has a place. As the second or third line...AFTER the credibility gap has been closed.

    The only takers you'd be likely to get are the desperate.


    Now Ewen will show us how his protoge has made a million dollars over the past six months with this very line.

    But I'll bet Claude's advertising dollars that the credibility gap has been overcome in some silent way before the line is said.
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  • Profile picture of the author longrobnc
    Originally Posted by ewenmack View Post

    If a stranger introduced himself and company to you and wanted to see if he could get you a better return on your advertising dollars, would you give a few minutes to see if it was
    possible?

    Appreciate your comments.

    Best,
    Doctor E. Vile
    This reminds me of a "business consultant" that I met at an association meeting recently. He was a great guy and very professional. He has sent me a dozen emails since. He wants to meet or wants 15 minutes over the phone. One main issue, in all of his emails not one explains what he can do for my business. Like this question, it's way too generalized and doesn't pique my interest enough to give him a face to face or even a phone call.
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  • Profile picture of the author DaniMc
    I am a fan of calling and B2B or B2C it can be a very effective way to get immediate money. It is also a necessary part of the funnel after someone has raised their hand. It is also part of the general sales/marketing mix.

    However, I get a regular amount of cold calls, and I almost always hear the person out. I am listening for something familiar. A voice I already know.

    I am typically looking for B2B providers who find their way into my view through other forms of marketing. If they have created a community. If they are buying paid media of some kind. Or maybe they are sponsoring events, gatherings, or coming into many different online communities and giving their expertise.

    I want to see if they have the knowledge to help market my business in a particular way. I want to know if they eat their own soup.

    Like you have here - this is the perfect vehicle for you to sell. There are dozens of groups for local business owners that you could become an expert in. Then, the email captures, the follow-ups, and the phone calls will be a natural result.

    My current largest marketing vendors found me this way.
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    Be kind, for everyone you meet is fighting a hard battle.
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  • Profile picture of the author zoro
    Originally Posted by ewenmack

    Thank you all for commenting and helping me.

    Would you be more open to the offer of being sent an ad
    and the numbers it produced in the same type of business,
    eg mattress store?

    Best,
    Doctor E. Vile
    Sick and tired of BS salesmen. I would ask for proof and what is cost, or I show you the door. Sorry but that's how it is in real life.


    Posted from Warriorforum.com App for Android
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  • Originally Posted by ewenmack View Post

    If a stranger introduced himself and company to you and wanted to see if he could get you a better return on your advertising dollars, would you give a few minutes to see if it was
    possible?

    Appreciate your comments.

    Best,
    Doctor E. Vile
    Hi Ewen,

    I would ask:

    How are you currently getting your customers?

    Do you currently pay for Advertising?

    If so:

    Which medium(s)? How Much are you spending on your Ads (weekly, monthly, yearly)? What Are Your Response Rates / ROI?

    "If I COULD or be WILLING to help you, ARE you willing to work with me on a Revenue Generation basis?" (See, you help him with NO upfront fees, but whatever he makes, HE PAYS YOU (20 - 50% of HIS profits)!

    Therefore, I see no harm in listening to him out!

    See what he has to offer and WIIFM! (What's In It For Me -- meaning You)!

    In addition to this, there are several LOW COST / NO COST ways for you to implement HIS method(s) in order to reap the rewards.

    So, in essence, there is No Cost OR Risk to YOU, but you get to reap the rewards based on YOUR ADS and HIS product/service.

    Cheers,

    JMB
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  • Profile picture of the author DABK
    That depends on what they say. I've got pitched on those lines a few times this year. Sometimes, I listened; sometimes, I did not.

    Thinking back, I did not listen when it went something like this:
    We are X company, we help businesses like yours get more bang for their advertising dollar.

    Or like this:
    We are X. We have awesome marketing in place and get leads to businesses like yours for less than they're used to paying.

    I listened when it went something like this:

    We are X Company. We work with small mortgage companies. We get them more clients for less.

    Change mortgage company to any specific business... If it's one I'm in or closely related, I listen. I want to know what methods they use and how much it would cost me.

    Sadly enough, only 20% or so were convincing and only one could do it for less. We hired them and, unfortunately, they did not deliver... Their leads, because of poor quality (anybody not a marketer, web designer that called was a lead, even though we told them not everybody looking to buy what we sell is a client, and gave them a list of products in our world that we do not sell (though we could).

    Originally Posted by ewenmack View Post

    If a stranger introduced himself and company to you and wanted to see if he could get you a better return on your advertising dollars, would you give a few minutes to see if it was
    possible?

    Appreciate your comments.

    Best,
    Doctor E. Vile
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  • Profile picture of the author Claude Whitacre
    Originally Posted by ewenmack View Post

    If a stranger introduced himself and company to you and wanted to see if he could get you a better return on your advertising dollars, would you give a few minutes to see if it was
    possible?

    Appreciate your comments.

    Best,
    Doctor E. Vile

    Ewen; I'm assuming you mean this as the very first thing you say. An opening line.

    Personally, the opening line has to grab my attention, or it's over. I don't listen to salespeople that try to be "I'm not a salesman".....I hate small talk from salespeople.

    Honestly, I'm busy.

    Some of the answers here are ignoring the idea that it's an opening line. The qualifying questions have to come a bit later. Not an hour later, but after attention has been gained.

    And the best way I can think of to secure attention, is by a big promise, with maybe a qualification tagged at the end to imply selectivity.

    The reason I like to add, "Do you want to know more?" is because it implies (rightly so) that I'm perfectly OK with a "No". And, that actually increases the chance that they will say "Yes" or "What is it?"

    Again, I'm assuming your question is about an initial greeting, not the beginning of a presentation.

    But to me, general openings are deadly. Promise me something very specific, that I want badly, that applies to me specifically. And be willing to walk away. Now...you have my attention for a few seconds.
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    • Profile picture of the author ewenmack
      [QUOTE=Claude Whitacre;10458547]Ewen; I'm assuming you mean this as the very first thing you say. An opening line.

      Claude, you are correct in thinking that.

      I didn't add that later because the answers have been interesting to me.

      I wonder about going in with a big promise of a certain result up front, even with a qualifier
      attached to it when one doesn't know the numbers behind the business.

      Sometimes we think something is bad and could be easily improved, however the numbers tell the owner otherwise.

      Some smug owners get a kick out of showing up anyone who dares challenge the notion what he is doing is wrong.

      I know I do...maybe I'm evil!

      Doctor E. Vile
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      • Profile picture of the author Claude Whitacre
        [quote=ewenmack;10458749]
        Originally Posted by Claude Whitacre View Post

        Ewen; I'm assuming you mean this as the very first thing you say. An opening line.

        Claude, you are correct in thinking that.

        I didn't add that later because the answers have been interesting to me.

        I wonder about going in with a big promise of a certain result up front, even with a qualifier
        attached to it when one doesn't know the numbers behind the business.

        Sometimes we think something is bad and could be easily improved, however the numbers tell the owner otherwise.

        Some smug owners get a kick out of showing up anyone who dares challenge the notion what he is doing is wrong.

        I know I do...maybe I'm evil!

        Doctor E. Vile
        I've had that happen, and it isn't a bad thing. After they agree to talk with me, I asked a few questions to see if there is a likely opportunity. I like smug. Smug is useful. And I understand smug. Now, we have something in common.

        When I say;
        "I'm an advertising specialist that works with vacuum cleaner retailers that are spending at least $3,000 a month or more in local print advertising. I can cut that in half, with the same results. And you don't pay me unless I can do it. Do you want to know more?"

        That doesn't mean I've entered into a contract with them. If I see that they aren't really going to benefit from my help, I just tell them. That realization happens very quickly.

        They may take it as a challenge, but I don't. And I'm not really saying what they are doing is wrong. I don't know until I get a little deeper into the conversation.

        This really all happens in the first few minutes.

        Some niches really don't benefit from my services. The list is long. My effort in the beginning isn't to challenge them, to sell them...my effort is just to sort them.

        When selling to consumers in their homes, the approach was entirely different. A challenge was welcome, because it gave me a scaffolding to build my presentation on.

        I let him win the challenge, by agreeing to a presentation, and then he would win the challenge by buying.

        Challenges, arguments, blind anger, severe depression, threats....all made the selling easier, because they had something to defend.

        The hardest person to sell, was the one that was indifferent. A complete lack of emotional involvement was impossible to overcome, or use to my advantage. Thank Goodness I only ran into it once or twice.
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        • Profile picture of the author ewenmack
          Originally Posted by Claude Whitacre View Post


          When I say;
          "I'm an advertising specialist that works with vacuum cleaner retailers that are spending at least $3,000 a month or more in local print advertising. I can cut that in half, with the same results. And you don't pay me unless I can do it. Do you want to know more?"
          You and I like that approach done to us as well as
          a lot of male driven types...thoughts on the, relationship first, type of women?

          Best,
          Doctor E. Vile
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          • Profile picture of the author Claude Whitacre
            Originally Posted by ewenmack View Post

            You and I like that approach done to us as well as
            a lot of male driven types...thoughts on the, relationship first, type of women?

            Best,
            Doctor E. Vile
            This will expose me for the misogynist pig that I am.

            I'm not a relationship kind of guy. Sure, a few suppliers have become friends. A few clients have become friends...... but at the beginning, to me at least, it's very transaction oriented.

            If I see that they are relationship oriented, I give it a little effort... but it isn't natural to me.

            I know that relationship building is the more evolved way to sell. I know that ultimately you get better results. But inside, I'm a predator.

            To me, selling is a one act play. A seduction. And that's where my strengths are.

            It limits my results. And it isn't fair. But there it is.

            Added later; It also limits who I can teach. My way is more counter-intuitive than the relationship building path.

            And don't get me wrong, a few relationship guys here are closers as well. Selling the slower way isn't a sign of weakness. And my way isn't a sign of strength. For me, it's a sign of impatience and an unwillingness to engage.
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  • Profile picture of the author laurencewins
    I haven't read all the replies but I will add my 2 cents worth.

    It partly depends on how the approach is made. It may be via the phone, my websites, Facebook, email and other sources.

    Honesty is big in my mind. I hate the phone calls where they say "hellomynameisxxxandI'mcallingfrom xxxx, how are you today?"
    I do literally mean they say it that way...no breaths, all mumbled and in one burst. Generally you don't get what they're saying until the "how are you?" They don't care about you but are told to follow their shitty script.

    If it's an email, DON'T spam me if you want my attention. Tell me what you want but don't write that you have seen my site and you noticed this or that and can help me. I never believe that approach because they always come from dead return emails. Then they send you another email, "disappointed" that you didn't reply.

    There are a lot of other scenarios but I will wrap it up here.
    In short...be honest and different if you want my attention.
    Signature

    Cheers, Laurence. Writer/Editor/Proofreader.
    Website / Blog for more info.

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  • Profile picture of the author bbminded
    I probably come across with a bit of an attitude (bad habit I learned back when I used to work for and sell developers timeshares) which I should work on... But being that I am now in the owners seat of my niche (business vehicle wraps) offline business and believe fully in the product/service that I offer, its really a no brainer to the business owner(my target is local smb's offering a service to mostly consumers- think plumbers, rug cleaners, mobile meachanics, etc).


    First thing that comes to my mind when I think about speaking with a business owner of a local service business is why they are advertising another company everyday and also paying them money?
    This is where my timeshare training starts creeping in and I have to be more aware so as to keep myself from coming across as a complete dick.


    But my reasoning, and what I am trying to get across to the business owner is to question them
    "what does everyone see when they are driving behind you or beside you?" There's a reason why all vehicle manufacturers have their emblems and make/model decorated all around the car/truck.


    "So you paid for your company truck only to drive it around for work and do Ford/Chevy/Dodge etc marketing for them"


    "Are you embarrassed about owning your business, and therefore decided to forgo advertising it with a branded wrap that would bring you 30,000+ views daily?"


    This would most likely be a scenario in which I just happen to find myself in, unplanned. I would still use the reasoning in a scheduled appointment with a potential customer, but toned way down.
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  • Profile picture of the author Robert Bridgen
    If I received profession material from this stranger and he was professional I would be interested. Not from a person who just stopped in and gave you a card. I would be more to see some one who sent me a Folder addressed to me (fedex) asking for a couple of minutes of my time to go over my advertising costs and also if my method will not only save me advertising costs but a better service Yes Robert
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