Session 3 Exploding Revenue
- 1. Exploding Revenue The Most Complete System Available to Entrepreneurs Who Have ‘Tried It All’
- 3. WhatWe’ll Be CoveringToday… • Strategic Marketing comes first • Understanding the Prospect Buying Cycle • The power of Unique Selling Points • Uncovering and Using Your Uniqueness
- 4. USP’s what are they? Where do you use them? How do they convert to revenue? Why is this important? How do I build mine? - Feature – 3 Deep - Benefit –Yellow#2 mike rowe Test- Who else can say that - identical pages Strategic vsTactical The buy cycle Buy now vs nurture them all
- 5. Strategic Marketing Components • You’re inside reality • Unique selling points • The little competitive intelligence • A customer surveys
- 6. WhereTo UseYour Strategic Marketing? #1 – Get More Customers ○ Direct mail ○ Ads ○ Referrals ○ Newsletters ○ Signage ○ Website ○ ClosingTools ○ Training
- 7. WhereTo UseYour Strategic Marketing? #2 - Get CustomersTo Spend More ○ Products –What you sell ○ Services – Add-ons and upsell items ○ Other – JV’s, member-only incentives #3 - Keep Customers Longer ○ Surveys - Improvements ○ Prove results with testimonials ○ Remind them ○ Loyalty Program ○ Hopper System (Automatic Follow up)
- 8. Let Dig in to Unique Selling Points - What Are USP’s? • USP information • Value Proposition • Unique Selling Points • Unique Selling Proposition • Unique and Pertinent Selling Point – UPSP (not USPS) • Just Remember this • BETTER & DIFFERENT that is important to JOHN SMITH not to you
- 9. Understanding John Smith • Who is your ideal client • What are their hot buttons • How they find and choose what you sell • How do you grab their attention
- 10. Let’s Look at the Buy Cycle
- 11. Let’s Look at the Buy Cycle
- 12. What Happens DuringTheir Buying Cycle… ○ 90 days or more… ○ Their mindset changes ○ Their concerns change ○ It’s not about the money ○ Your greatest challenge is to remove the question in their mind… Am I making the right decision?
- 13. Using the Buying Cycle to BuildYour UPSP ○ What makes you better and unique (pertinent)? ○ Quantify it ○ Benefits to your member and prospect
- 14. Selling On BENEFITS… Most People sell on Features Not Benefits BIG MISTAKE
- 15. Let’s sell you thisYellow #2 Pencil • It’s Long • It’s Yellow • Made of Wood • Has a Metal Band • Has an Eraser • #2 in Black Print • It’s Sharp • It’s Octagon not Round • It Writes • I’m selling it for 10 cents
- 16. What BENEFITS Can I Use?…
- 17. What BENEFITS Can I Use?…
- 18. Ready to Buy?
- 19. BENEFITS create the sale FEATURES create questions
- 20. Benefit of the Benefit What are their hot buttons How do you grab their attention My pencil is easy to find, writes well and lasts long. Great money making tool! Quantify your USPS It has 6 flat and equal sides and it a unique bright yellow paint you can see from 22 yards away List a Unique and Pertinent Selling Point My Pencil is a bright yellow, hexagon shaped writing tool Sell on Benefits and in many cases you can charge 10X more!
- 21. WhyThey ChooseYou When prospects are ready to join a health club, they are in the process of elimination, not the process of selection. Do NOT give them any reason to eliminate you. USP’s: Separate your club from the rest Highlight what is important Help the prospect choose Make you the obvious choice
- 22. Unique & Pertinent Selling Points • UseThem Everywhere! • Focuses Attention • What is Important • WhatTheyWANT
- 23. Unique & Pertinent Selling Points • Your USP’s, when properly communicated, will help you differentiate and separate your business as unique. • Generally, it will convey your unique benefits to your prospective customers.
- 24. ListYour UPSP’s Go 3 Deep to Find the Ultimate Benefit
Editor's Notes
- #6: When you have all four components in place, you’re ready to unleash some powerful strategic marketing. Your inside reality is your perception of your own business are service. Your unique selling points or how the market perceives what’s different about you and the other choices. Your competitive intelligence is what you find out when you began to see the Wells who else is competing for the same market. And your customer survey is what your customers think about few good bad and indifferent. The reason this is called strategic marketing is it still in the planning face. Much of completed this exercise routinely use this information in your tactical marketing such as advertisements.
- #11: You see everything that is sold in this world has a bye cycle. It’s somewhere between a stick of gum, which takes about 5 seconds and brain surgery which could take years to select the provider of the service. Generally speaking the longer by cycle the More information people will need to make a decision. The hard thing to understand is, the price does not dictate the length of the buying cycle. We saw this in our old industry. It’s a people longer to pick a GM or a health club than it did to buy a $30,000 car. You need to do a little investigating to find out how long people were thinking about buying before they actually bought from you attribute now and you’ll find that we’re buying cycle is.
- #12: The thing to pay attention to is how their hot buttons change, depending on where they are in this by cycle. When you look lovely to the right you’ll find your by now buyers they’re ready to purchase. When people are at that point things like customer service becomes more important to their decision-making. When they first start looking inside import of the option. You can see how this kind of information will make a huge difference in the marketing and advertising you do. The right message to the right person at the right time creates an action.
- #13: People just wanna make the right decision in online be more than a week’s time having the storm over that’s why they vacillates so hard over their choice. Good marketing with hot buttons benefits not features will overcome that and shortening this buying cycle.
- #23: 4/20/2017
- #24: 4/20/2017