1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

Few things you would have liked to know earlier

Discussion in 'Offline Marketing' started by axeny, Jun 12, 2013.

  1. axeny

    axeny Junior Member

    Joined:
    Jun 13, 2009
    Messages:
    110
    Likes Received:
    32
    As the name of the thread says I want to bring to your attention some interesting and important things that everybody who runs a business or sells services to a business owners and managers should know.

    I am speaking from the viewpoint of both categories, because I had a small business few years back and now I have a SEO company and I am offering different kind of services like SEO, Social and PPC marketing, Online management reputation and etc to business owners ? shortly said I have been on both sides of the barricade.

    Is it important for you to know how the average business owner/manager thinks and what he encounter in his day-to-day work in the company? I suppose we all know the answer is ?yes?. However it isn?t so easy to be aware of such things, especially if you never have been owner of small business.

    Let?s take for instance something very basic ? what types of business owners there are in terms of their understanding about the importance of the online marketing and their online presence.

    The fact is that if you are SEO company owner or you are doing cold-calling, e-mail spam or whatever other similar thing, you will end up dealing with business owners who can be put in one of this few categories:

    People who have no idea what SEO and Internet is ? people who cannot or don?t use computers regularly. Yes, there are such people and you will eventually end-up dealing with some of them. What you can do is to convince them they need to educate themselves on the matter and of course the educator will be you. Prepare good materials about what the internet and SEO is, what are its benefits. Don?t speak about money, give them time to hook up about the idea.

    People who have idea what they are, but don?t think they are useful ? You can do a few things to make them change their mind. The first one is being good in conversations and in convincing people. But not every is and just the convincing with words doesn?t work every time. So you can point the business owner to some internet research about customer?s behaviour and the importance of the online presence of the business. Don?t hurry up to present your offer, let them ask about it, make them ask about it. Otherwise you will be forced to offer worse deal for you, trying to convince them to sign up. Don?t take that wrong ? you can cut part of your profits in order to sign up clients, you even can offer to work for some clients without profit for you, because they can bring you referrals and you better don?t underestimate referrals. However, if you don?t sell your service, but offer sincere advice without pushing them, they can end up hooked up and wanting to work with you, on your conditions, on your prices, on your terms. This is better. Now? as I told you, you can offer client contracts which bring you low or no profits, because of referrals. But also, because you could upsell to them. Nothing special here, just one important detail ? the moment when you approach them for upsale is? well, it?s determining factor. Because you can approach them when they still don?t know what to think of your previous service, you can approach them when they are sad or happy with your previous service. Or you can approach them when they are super excited about the results from your previous service. The last one is the important one. Business owners can get excited when the result of something they have done are going so well, even better than they thought. At this moment you are the hero, but they are the hero too? for choosing to risk, to invest and now they harvest the fruits of that. Or at least this is what you want to convey to them. Don?t focus mainly on your ability to deliver or over-deliver. Many people can do that. But instead focus on their ability to manage, to choose, do take risks and determined actions, to make decisions that in time change their business for the better. Every business owner would want to feel that way. Try to not sell your service, try to not sell results and clients, try to sell feelings and opportunities for more of those great feelings for the business owner. Do it subtly and you will have the edge over all those people who just try to sell plain things like just services.

    A person who has an idea what they are, thinks they are useful, but still underestimates them ? Same as previous ones.

    A person who has an idea what they are and would like to invest more in his company online presence IF the circumstances are favourable for him ? Well, those are the people who know the value in the services you offer, they just want to pay you less. And if you play to their game you will settle for less. Because you are desperate for their attention, you want their attention set up upon your service. But why would you like that? Are you mad? People?s attention determines to a great extent their emotions. You don?t want their attention focused solely on your service, because you service has good sides, can bring them benefits, but so can the services of your competitors. However ? you cannot win a game of cards by playing the cards your opponents want you to. This is a basic thing, but one of the most important ones to know and use. So? how do you change the course of the game? How do you change the game?s rules even? Of course ? by navigating the attention of the person in front of you to the thing, that can really make him more eager to work with you. So first ? look around for a second. Become aware of your attention. If I am a good writer and presenter, your attention right now is focused on my thread. Cool. But let?s shuffle the things a little bit. Change your focus. Look throughout the window and think about what you see there. Choose some interesting object outside and focus your attention on it. From where it came there, how it?s made, from where have come the materials for it, why it?s even there. You can do this with every object around you. The thing is to feel how your attention changes from my thread to this object. I bet you stopped to think about business owners and services for a while. Well? basically this is the thing, this is the card that can turn the game around. You can change the attention of the people around you very easily. You have done it many times, without being aware of it ? every time you ask someone about the time, he gets aware of it in order to tell you ?It?s 7 o`clock?. Every time you have talked to someone about football and then changed to subject to the last episode of ?Game of Thrones? and what happened in it. You change the attention of the person beside you from football to movies in just a moment. And after a while you are so caught in the movies topic you nearly forgotten that you had a conversation about football, girls, internet marketing. So basically when you interact with business owners use this simple, but very powerful tool, which should become part of your interaction skills, to change their focus from your service and its price, to the more important prize for the business owner.

    Now some basic psychology. All credit goes to Anthony Robbins ( motivational speaker and author of some of the best NLP books out there, at least I consider them for such). So in one of his books he says all people decisions are based on the prospects for ?pain? and ?pleasure?. It?s a simple concept ? you act to something or you do something because if you don?t you think you will feel pain ( real physical one or emotional one), or pleasure ( again real physical one or emotional). Now something very important ? people?s brain tents to act more rapidly when the prospect of ?pain? is there. So if you go to the kitchen, turn on the oven to make some eggs, there is almost no way for you to put your hand on the hot surface. It would be very hard to make you put your hand there, because it will burn you and there will be very real physical pain. That is how strong this instinct is. Let?s speak about one more example before we get to how you can use this. Imagine you have worked hard for 5 years and managed to save 100 000$. And suddenly someone stole them from you. What you will think? How to work hard another five years in order to save 100 000$? Or you will think how to get back the 100 000$ that have been stolen from you? Which motivation will be stronger for you ? the prospect to earn 100 000$ with another five years of hard work or the prospect to somehow get back the money they have stolen from you, the money you have worked so hard to earn, the money you saved by not buying the new car you wanted, by keeping your monthly expenses in check? Of course you will be more motivated to get back your money. Because you think you will feel pain if you don?t get them back. Because you are feeling better even now, so much hard work for nothing?.

    Ok. Enough psychology lessons. Now? how you can use that? The example above shows very clearly that people are more motivated by the prospect of ?pain? if they don?t do something. But the prospect of ?pleasure? should be there too, because no matter how strong the fear of ?pain? is, combined with the possibility of ?pleasure?, the effects on the decision maker are stronger, more vivid if you want.

    So you should learn to change peoples' attention to where you want it to be. Then you should know where you want it to be. And you want it to be on the future. Imagine some business owner have a monthly profit from his business of 5 000$. He is used to that income and he makes his plans based on it. But? with some internet marketing it can jump to 6000$-10 000$ or whatever, the amount doesn?t matter and depends on the business is some cases it can grow to millions or billions of dollars. So? what you want the business owner to focus on, to have his attention on? You want him to have his attention on the future ? on the lifestyle he could have if he had those bigger profits. Of the changes that could bring to his reality, to himself, to his family, to his business, to the way people view him and his business. You should learn to subtly describe the good things that could follow from the bigger profits, from expanding his business. And then he will link the good things that can happen to him, his family, his self-image and his status in the community, to the expansion of his business, to the increasing of the profits. Do you follow my thought? You make him put his attention to the results that will follow the results of your work. Many SEO company owners, many people who are sales representatives or just product placement professionals tend to focus solely on the positive results from the purchasing of their products, of their services. But the really powerful way is to make the prospect focus not on the positives that this service will bring them, because he will need to pay for your services, so basically he is paying for the good results it will bring. Instead may him focus on the effect this positive things would have on his life, as if they are already reality. Make him crave those changes that will happen to him, his family, his self-image, the way the people around him will perceive him. Because if you can make his dream about it strong enough, the prospect of not having it will bring him ?pain?. He will think that to not have those changes happen will result ?pain? in his life. And now he isn?t business owner who can earn something if he buys your services, he is a business owner who can lose so much if he don?t buy them.

    Learn to use this method. It?s powerful, it?s easy. You won?t learn to master it from the first try, but every time you do it it will be easier. J
     
    • Thanks Thanks x 3
  2. Reyone

    Reyone Elite Member

    Joined:
    Sep 30, 2012
    Messages:
    1,577
    Likes Received:
    1,277
    Occupation:
    Hunter
    If you hit knowledge-less people, you simply ask them, how much profit would your shop make if it had 10k visitors a day? They would like, wow, wtf, impossible, blablabla. From there, convince them and seal the deal.

    If you hit average knowledge, offer them best quality, offer them results, proofs and what your thing will bring. Make nice ass looking reports and impress them.

    End of the day, it is all about the looks, so if you can have a cool ass video of yourself in a suit (providing you look good) you will certainly raise conversions.

    Other than that is just being smart about it.
     
  3. axeny

    axeny Junior Member

    Joined:
    Jun 13, 2009
    Messages:
    110
    Likes Received:
    32
    Exactly. Make them think about the results and how the cost of your service is nothing against the possible return.
     
  4. jahaz

    jahaz Regular Member

    Joined:
    May 27, 2013
    Messages:
    239
    Likes Received:
    49
    Location:
    Nebraska
    I am a business major, but the more I read about business and IM the more I feel I should be studying psychology.
     
  5. Golonzo

    Golonzo Junior Member

    Joined:
    Feb 10, 2008
    Messages:
    103
    Likes Received:
    15
    Interesting, I like the focus of this post! so lets say a prospect wants to buy seo services for his restaurant from you, He has been shopping around for prices, many of your competitors are offering a lower price, what would you tell the owner? Where would you direct his focus?