Virtually There! Develop a Thriving & Profitable Virtual Organizing Business   Module 2: Marketing Your Virtual Business
Module 2 Marketing Your Business <ul><li>What is the number one goal of most businesses?  According to Steve Rezac of NuVu...
Module 2 Marketing Your Business <ul><li>Book Recommendation:  Get Clients Now, by Marketing Coach CJ Hayden. Read CJ’s ar...
Module 2 Marketing Your Business <ul><li>Marketing does NOT have to be unappealing.  The key is to pick marketing activiti...
Module 2 Marketing Your Business <ul><li>1.   Create a  Compelling Website  that keeps people coming back—THINK BRANDING-H...
Module 2 Marketing Your Business <ul><li>3. Set up an  Auto responder  - a tool that will do all the prospecting and follo...
Module 2 Marketing Your Business <ul><li>To create an informative and a profitable web site, we recommend you include thes...
Module 2 Marketing Your Business <ul><li>3. Testimonials from satisfied clients —This is one of the MOST powerful pages on...
Module 2 Marketing Your Business <ul><li>Capture testimonials with clients who are verbally complimentary to you.   Ask if...
Module 2 Marketing Your Business <ul><li>By drafting it and having them edit it, you are more likely to get what you want....
Module 2 Marketing Your Business <ul><li>4. Contact Page  – Don’t forget the ever important Contact Page—After you decide ...
Module 2 Marketing Your Business <ul><li>5. Your Articles and Publications —Gain credibility—You’re an expert, so write a ...
Module 2 Marketing Your Business <ul><li>6. An assessment tool or survey:  People love to know how they “score” and you ca...
Module 2 Marketing Your Business <ul><li>7. Resources :  If you offer affiliate links to other people’s offerings, this is...
Module 2 Marketing Your Business <ul><li>Tips on Writing Effective Web Copy </li></ul><ul><li>The services we are offering...
Module 2 Marketing Your Business <ul><li>How to Write So Your Prospects Can't Stop Reading : </li></ul><ul><li>Relate  to ...
Module 2 Marketing Your Business <ul><li>Tell them a  story  or share a personal experience—People LOVE stories—it’s so im...
Module 2 Marketing Your Business <ul><li>Once you get your website up, now what?  You’ll need to create a free offer— an i...
Module 2 Marketing Your Business <ul><li>Tips for Driving Traffic to Your Site </li></ul><ul><li>One of the best ways to c...
Module 2 Marketing Your Business Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
Module 2 Marketing Your Business <ul><li>As soon as someone has signed up for your free offer, they will receive an instan...
Module 2 Marketing Your Business <ul><li>Be sure your messages include an “Opt Out” option at the bottom of the page. Most...
Module 2 Marketing Your Business <ul><li>Here are some ways to drive traffic to your site: </li></ul><ul><li>Your signatur...
Module 2 Marketing Your Business <ul><li>… and Andrea’s: </li></ul>Learn the difference between &quot;selling yourself“ an...
Module 2 Marketing Your Business <ul><li>2. Submit articles to other websites and ask them to include your web home addres...
Module 2 Marketing Your Business <ul><li>4. When you get in print media – newspapers, company news publications, magazines...
Module 2 Marketing Your Business <ul><li>7. Giveaways can include your contact info, including website.  If you want to de...
Module 2 Marketing Your Business There ’ s NO DOUBT in the reader ’ s mind about what the next step is for them to take wh...
Module 2 Marketing Your Business <ul><li>A Few Tips About Effective Marketing Discussions--- Concepts shared by Kendall Su...
Module 2 Marketing Your Business <ul><li>Visual:  appear, bright, brilliant, clear, colorful, dark, diagram, draw, envisio...
Module 2 Marketing Your Business <ul><li>Auditory:  aloud, call, clanging, clatter, click, debate, describe, discuss, hear...
Module 2 Marketing Your Business <ul><li>Kinesthetic:  balanced, bend, catch, concrete, comfortable, complete, connected, ...
Module 2 Marketing Your Business <ul><li>Auditory Digital (sequential ):  make sense, experience, understand, proof, expla...
Module 2 Marketing Your Business <ul><li>  </li></ul><ul><li>Get them talking! </li></ul><ul><li>  </li></ul><ul><li>The e...
Module 2 Marketing Your Business <ul><li>Open-ended questions use the words  </li></ul><ul><li>what, who, how, where, when...
Module 2 Marketing Your Business <ul><li>Closed questions use the words  are, do, is, can, should, </li></ul><ul><li>would...
Module 2 Marketing Your Business <ul><li>Magic questions use the words:  So tell me…  If… Imagine…  What if… </li></ul><ul...
Module 2 Marketing Your Business <ul><li>POWERFUL QUESTIONS: </li></ul><ul><li>So tell me...if I could wave a magic wand a...
Module 2 Marketing Your Business <ul><li>Questions should not be too direct:  </li></ul><ul><li>NO:  What problems are you...
Module 2 Marketing Your Business <ul><li>Example:  How about if you tell me a little bit about what's going on, I'll ask s...
Module 2 Marketing Your Business <ul><li>As they talk, identify evidence of the problem: </li></ul><ul><li>What they see <...
Module 2 Marketing Your Business <ul><li>If someone emails you and asks what I charge and how my service works, respond by...
Module 2 Marketing Your Business <ul><li>Uncover the problem state – ask enough questions so you really understand their p...
Module 2 Marketing Your Business <ul><li>Discover their desired state </li></ul><ul><li>Then ask:  If you had that, what w...
Module 2 Marketing Your Business <ul><li>GET PERMISSION TO BRIEFLY TELL THEM WHAT YOU DO </li></ul><ul><li>Example :  Woul...
Module 2 Marketing Your Business <ul><li>5. CLOSE </li></ul><ul><li>Simply ask:  So how would you like to proceed? </li></...
Module 2 Marketing Your Business <ul><li>&quot;That sounds great. I know you're busy so why don't we schedule our next tim...
Module 2 Marketing Your Business <ul><li>RELATED ARTICLES </li></ul><ul><li>We have included some very RICH handouts this ...
Module 2 Marketing Your Business <ul><li>•  Authentic Promotion Plan (Marketing Plan) Template  •  Marketing Coach CJ Hayd...
Module 2 Marketing Your Business <ul><li>Homework: </li></ul><ul><li>  </li></ul><ul><li>Begin working on the  Authentic P...
Module 2 Marketing Your Business <ul><li>RESOURCES: </li></ul><ul><li>  </li></ul><ul><li>AUDIO GENERATOR </li></ul><ul><l...
Module 2 Marketing Your Business <ul><li>ASSESSMENT TOOL : </li></ul><ul><li>www.assessmentgenerator.com   </li></ul><ul><...
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Module 2 PPT

  1. 1. Virtually There! Develop a Thriving & Profitable Virtual Organizing Business   Module 2: Marketing Your Virtual Business
  2. 2. Module 2 Marketing Your Business <ul><li>What is the number one goal of most businesses? According to Steve Rezac of NuVue Business Solutions, it’s “Finding and Keeping the RIGHT customers.” </li></ul><ul><li>  </li></ul><ul><li>This module is about FINDING them—or having them find you! But instead of thinking about “Marketing”, think “Authentic Promotion”! </li></ul><ul><li>  </li></ul><ul><li>Master Certified Coach Molly Gordon says: “Authentic Promotion is stepping into what you’ve come here to do so you can help others to step into what they’ve come here to do.” </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  3. 3. Module 2 Marketing Your Business <ul><li>Book Recommendation: Get Clients Now, by Marketing Coach CJ Hayden. Read CJ’s article included in this session’s handouts. To purchase the book, go to http:// www.getclientsnow.com/book.htm </li></ul><ul><li>A key ingredient for a successful business owner is to be a self-starter . You no longer have a boss to tell you what to do, when to do it by, etc. If you think about it, people are self-starters by nature…when it’s something we really WANT to do. If you are hungry or thirsty, you get yourself something to eat or drink. Problems with self-starting occur when we are trying to do something we DON’T want to do. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  4. 4. Module 2 Marketing Your Business <ul><li>Marketing does NOT have to be unappealing. The key is to pick marketing activities that you enjoy doing! Pick something that you want to do so you can eagerly get started and keep going. </li></ul><ul><li>  </li></ul><ul><li>If your goal is to make more while working less, then you absolutely have to learn how to automate your business. We’re going to discuss how to automate at least 75% of your business marketing and grow your client base VIRTUALLY every month with 4 simple steps: </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  5. 5. Module 2 Marketing Your Business <ul><li>1. Create a Compelling Website that keeps people coming back—THINK BRANDING-How will they remember to come back. </li></ul><ul><li>2. Create a Free Offer - an incentive for people to want to give you their name and email address—otherwise known as List Building Through Permission Marketing ---they are giving you permission to communicate with them—be sure to never abuse their permission by marketing products or services to them that are OUTSIDE the scope of what they opted in for. If in doubt, ask for their permission again. They will appreciate you for it. You may even want to post on your website a policy such as this: “Your email address will never be sold, rented or given to an unauthorized third party…and that’s my promise.” </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  6. 6. Module 2 Marketing Your Business <ul><li>3. Set up an Auto responder - a tool that will do all the prospecting and follow-up work for you. </li></ul><ul><li>4. Grow your Mailing List - something you MUST do to grow a high quality list of leads— </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  7. 7. Module 2 Marketing Your Business <ul><li>To create an informative and a profitable web site, we recommend you include these 7 essential components: </li></ul><ul><li>1. &quot;About Me&quot; page – be personable, tell a story, let your visitors get to know you— </li></ul><ul><li>2. Your Products and Services —Your “offerings” should be CLEARLY identified—make it easy for them to find your products and services—make it easy for them to BUY— We’ll discuss e-commerce and shopping carts in Session 4. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  8. 8. Module 2 Marketing Your Business <ul><li>3. Testimonials from satisfied clients —This is one of the MOST powerful pages on your website. Begin collecting testimonials IMMEDIATELY! Remember, your clients are busy, so if you want a testimonial from them, you must first ASK for it, then make it easy for them to give it to you. If they’ll email it to you, that’s great. If they express to you verbally how they feel, ask them if it’s ok to quote them on your website. Be sure to get their permission. If you can, get their picture! And even better, use a system like Audio Generator—you get an 800# for them to call and record their testimonial message—you can then upload the audio file to your website. Just be sure to include the text as well in case they don’t take the time to listen to the audio. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  9. 9. Module 2 Marketing Your Business <ul><li>Capture testimonials with clients who are verbally complimentary to you. Ask if you can write down -- to the best of your ability -- what they said, send it to them to edit it the way they want, and then send it back so you can use it on your website. There are two reasons for this. </li></ul><ul><li>(1) You may never get it if you wait for them to compose and send it. </li></ul><ul><li>(2) It may be poorly written or they may forget to say something you’d really like included. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  10. 10. Module 2 Marketing Your Business <ul><li>By drafting it and having them edit it, you are more likely to get what you want. Be sure to find out if you can use their name, company name and title, city, etc. If someone works for a corporation, sometimes they are not allowed to include the company name because of perceived endorsement by the company. In that case, instead of Mary Smith, Marketing Director, AMC Public Relations, Seattle, WA… you may have to put something like Marketing Director for a Public Relations Firm, Seattle, WA. Whatever you print, be sure you have their permission. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  11. 11. Module 2 Marketing Your Business <ul><li>4. Contact Page – Don’t forget the ever important Contact Page—After you decide how you would like your website visitors to engage with you, post your information on your contact page. We recommend you include a business telephone number and email address at a minimum--- </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  12. 12. Module 2 Marketing Your Business <ul><li>5. Your Articles and Publications —Gain credibility—You’re an expert, so write a couple articles and post them on your site. If you don’t have strengths as a writer and want to have valuable copy posted on your site, you can post other people’s articles on your site and give them credit. A great resource is www.topten.org . </li></ul><ul><li>If you are a good writer, you can always post YOUR articles for OTHERS to use. Check out www.work.com –You can write a short “How To” Guide on a topic of your choice, related to business in some way. They will post your guide…millions of people can read it and click on the link to your website—readers can also rate the “helpfulness” of your article. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  13. 13. Module 2 Marketing Your Business <ul><li>6. An assessment tool or survey: People love to know how they “score” and you can offer a complimentary assessment that will help them pinpoint their stress points and articulate their pain. By asking good narrative questions, you can get a good sense of who the person is and what they want. Then you can decide if this is someone you want to offer a complimentary collaborative phone interview to. Doing this by phone makes it much easier than in person. Even for local clients, we recommend doing this by phone. For those who are Paper Tiger Authorized Consultants, Barbara Hemphill has created the Productive Environment Scorecard, which is available for all PTACs to use—this is a great tool to use over the phone during a consultation. You can create your own assessment too, but this is an existing tool that you can start with if you don’t want to create your own. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  14. 14. Module 2 Marketing Your Business <ul><li>7. Resources : If you offer affiliate links to other people’s offerings, this is a great place to put this. You can have different links to books, products (not your own, but what you recommend), an FAQ section, whatever resources you want to include. Make your website the “go-to” place where people know they can find valuable information. Also, the more OTHER websites you link to, and the more OTHER websites link to you, the higher your website will be on the search engine placement. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  15. 15. Module 2 Marketing Your Business <ul><li>Tips on Writing Effective Web Copy </li></ul><ul><li>The services we are offering as organizing consultants can be considered “intangible”. People understand spending $1,000 for a computer because they can touch it, feel it, see it, and know that it can have a positive impact on their lives or businesses. Organizing services, ESPECIALLY virtual services, are intangible—you MUST express to your prospects through your website, emails, and telephone conversations that the $1,000 + they are considering spending with you will be a wise investment—one that they can truly FEEL will make a positive impact on their lives or businesses. Generally, your dialogue with your choice client will begin on your website… </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  16. 16. Module 2 Marketing Your Business <ul><li>How to Write So Your Prospects Can't Stop Reading : </li></ul><ul><li>Relate to your audience in some way---this is why we spent so much time at the beginning on identifying your “choice client”—you need to know who you are writing to so you can RELATE to them. </li></ul><ul><li>Write from your heart , what you really want to say to them—write as if you were talking to one person over a cup of coffee—really delve in and express to them how you can serve them! </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  17. 17. Module 2 Marketing Your Business <ul><li>Tell them a story or share a personal experience—People LOVE stories—it’s so important to make a connection—let them know who you are and why you KNOW you can meet their needs. </li></ul><ul><li>Avoid being generic , using clichés and common phrases—Let you ‘choice client’ see that you’re different—you “GET” them. </li></ul><ul><li>Talk to your readers from the 1st person , not as if you're writing about someone else </li></ul><ul><li>Use the word YOU and YOUR as much as possible. It’s not about you, it’s about THEM! </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  18. 18. Module 2 Marketing Your Business <ul><li>Once you get your website up, now what? You’ll need to create a free offer— an incentive for people to want to give you their name and email address—otherwise known as List Building </li></ul><ul><li>Through Permission Marketing ---they are giving you permission to communicate with them—be sure to never abuse their permission by marketing products or services to them that are OUTSIDE the scope of what they opted in for. If in doubt, ask for their permission again. They will appreciate you for it. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  19. 19. Module 2 Marketing Your Business <ul><li>Tips for Driving Traffic to Your Site </li></ul><ul><li>One of the best ways to connect with a potential client is by offering them something with a low-barrier to entry—meaning, if your core offering is a Paper Tiger 8-Hour Miracle billed at $1,200, that’s a high barrier for your prospect to begin engaging with you. To your prospects, your services are intangible and expensive. Instead, invite them to something for free, or offer a lower cost product or service so you can start earning their trust…to build your business virtually, consider offering a free or low-cost telecasts— Here’s an example of a sales funnel that begins with a free article.... </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  20. 20. Module 2 Marketing Your Business Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  21. 21. Module 2 Marketing Your Business <ul><li>As soon as someone has signed up for your free offer, they will receive an instant confirmation that they have done so. You can set up an Auto responder that will send them an instant message from you, notifying them that they are successfully subscribed, or delivering the free tip sheet, or whatever the free offer was. </li></ul><ul><li>  </li></ul><ul><li>Milana Lashinsky says that if you asked her to give up all but one of her internet marketing tools, she would choose to keep her Auto responder . It’s like having a marketing team working for you while you’re sleeping! The key is to find a good Auto responder system, take the time to create the content for each piece, determine the frequency of the emails and/or greeting cards, then “set it and forget it”! </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  22. 22. Module 2 Marketing Your Business <ul><li>Be sure your messages include an “Opt Out” option at the bottom of the page. Most Auto responders have this built in, but if it doesn’t you should add it. It’s another aspect of permission marketing. </li></ul><ul><li>In order to grow your mailing list, you need to get people to come to your site. In any business, your List is your Lifeline. Build it, Organize it, Protect it, Nurture it! </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  23. 23. Module 2 Marketing Your Business <ul><li>Here are some ways to drive traffic to your site: </li></ul><ul><li>Your signature file on all emails should contain your website and a little something about what they will find there. </li></ul><ul><li>  </li></ul><ul><li>Here’s Kathy’s: </li></ul><ul><li>Kathy Paauw </li></ul><ul><li>Helping busy people focus on what's most important Declutter Your Life: http://www.DeclutterYourLife.com Ph: 425-881-6627    </li></ul><ul><li>[email_address]     www.KathyPaauw.com ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ Ezine about organizing your time and your life: www.orgcoach.net/newsletter.html </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  24. 24. Module 2 Marketing Your Business <ul><li>… and Andrea’s: </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  25. 25. Module 2 Marketing Your Business <ul><li>2. Submit articles to other websites and ask them to include your web home address in the byline at the end. </li></ul><ul><li>3. When you give talks, throughout your talk mention various valuable free tools available on your website. Pass a hat and ask people to drop their card or email address and name into it if they want to receive your offer (offer to send a tip sheet to them, subscribe them to your newsletter, etc.). </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  26. 26. Module 2 Marketing Your Business <ul><li>4. When you get in print media – newspapers, company news publications, magazines – have them include your web address in the byline. </li></ul><ul><li>5. On your voice message, mention something free they can receive when they visit your website at www.___. </li></ul><ul><li>6. When you visit online chat rooms and post a comment, always include your signature file, including your free offer. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  27. 27. Module 2 Marketing Your Business <ul><li>7. Giveaways can include your contact info, including website. If you want to develop some creative ideas for giveaways you can send to people, see the resource list for this week for Promotional Items. </li></ul><ul><li>8. THE MOST IMPORTANT TIP : When someone arrives at your website, your free enticing offer needs to be prominent, and you need to make it very clear what the next step is that you want them to do. We’re including one of Kathy’s drafts as an example of how to make this really obvious. When you see it, there will be NO question in your mind as to what the next step is that she wants you – as the visitor – to do. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  28. 28. Module 2 Marketing Your Business There ’ s NO DOUBT in the reader ’ s mind about what the next step is for them to take when they land on a website where something like this is at the top. So your prospects have found your website, they’ve opted in for your free offer, they’ve been receiving your Auto responders---now they may actually want to have a conversation with you! Gasp! 
  29. 29. Module 2 Marketing Your Business <ul><li>A Few Tips About Effective Marketing Discussions--- Concepts shared by Kendall SummerHawk, Marketing Coach </li></ul><ul><li>  </li></ul><ul><li>Build rapport </li></ul><ul><li>Match voice speed and volume—this is extremely important when working virtually since you can’t see the person you’re talking to. You should pay close attention to their tone. </li></ul><ul><li>Are they auditory, visual, kinesthetic, or auditory/digital? Listen to the words they use. We’ll include some examples of each style in the notes. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  30. 30. Module 2 Marketing Your Business <ul><li>Visual: appear, bright, brilliant, clear, colorful, dark, diagram, draw, envision, focus, foggy, frame, hazy, image, imagine, oversight, paint, picture, portray, reflect, reveal, scan, see, shine, sketch, survey, view, vision, watch (don’t like surprises, agenda, bulleted items) </li></ul><ul><li>Good questions : Are you getting the picture? How does that look? Do you see the difference? Is that clear? </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  31. 31. Module 2 Marketing Your Business <ul><li>Auditory: aloud, call, clanging, clatter, click, debate, describe, discuss, hear, listen, loud, music, noise, resounding, resonate, phrase, say, sing, sound, speak, talk, tell, tone, tune in, verbalize, voice </li></ul><ul><li>Good questions : Does that sound okay? Who can tell me? Is this cooking? </li></ul><ul><li>  </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  32. 32. Module 2 Marketing Your Business <ul><li>Kinesthetic: balanced, bend, catch, concrete, comfortable, complete, connected, cool, fall, feel, flexible, get a grip, grasp, handle, hopping, jarring, lift, link, merge, play, reach, refreshing, rough, sharp, shift, shocking, shoulder, shuffle, smooth, tackle, tied up, touch base, unite, warm up </li></ul><ul><li>Good questions : Is this comfortable for you? Are you getting a handle on this? Are you with me on this? </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  33. 33. Module 2 Marketing Your Business <ul><li>Auditory Digital (sequential ): make sense, experience, understand, proof, explain, think, thought, decide, logical, on track, solve, first, best, next, order, process, figure out </li></ul><ul><li>Good Questions : Is this making sense? Do you understand? What do you think? What was the best thing? </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  34. 34. Module 2 Marketing Your Business <ul><li>  </li></ul><ul><li>Get them talking! </li></ul><ul><li>  </li></ul><ul><li>The easiest way to get someone talking is to ask questions. You want to find out what is going on in their Present State, and then start talking about their Desired State. You are either asking questions , or summarizing what they just said . You are NOT talking about process or price at this point! </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  35. 35. Module 2 Marketing Your Business <ul><li>Open-ended questions use the words </li></ul><ul><li>what, who, how, where, when? </li></ul><ul><li>What are you doing about file retention issues? </li></ul><ul><li>What have you discovered is the greatest challenge with paper? </li></ul><ul><li>What is it that is really weighing on you right now? </li></ul><ul><li>Who is in charge of managing your paper-based information? </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  36. 36. Module 2 Marketing Your Business <ul><li>Closed questions use the words are, do, is, can, should, </li></ul><ul><li>would, could, will, have (they usually have a yes or no answer). </li></ul><ul><li>This is a good way to qualify someone’s need for your services. </li></ul><ul><li>Are you currently struggling with piles of paper everywhere? </li></ul><ul><li>Is this something you’ve been thinking about already? </li></ul><ul><li>“ Do you bring in outside trainers?” NO. “So your internal trainers handle all of your training needs?” YES “If an internal trainer could not handle a need, would you consider bringing in someone from the outside?” NO (In this case, you are done and it’s time to move on.) </li></ul><ul><li>Generally, follow a close-ended question with an open-ended one. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  37. 37. Module 2 Marketing Your Business <ul><li>Magic questions use the words: So tell me… If… Imagine… What if… </li></ul><ul><li>So tell me…what is the greatest challenge you have with paper? </li></ul><ul><li>So tell me…what kind of training is your staff requesting? </li></ul><ul><li>So tell me…how do you handle the reduction in support staff? </li></ul><ul><li>So tell me…if your staff could find anything they filed in five seconds or less, would that increase your productivity? </li></ul><ul><li>So tell me…what are you wanting to improve and how are you planning to do that? </li></ul><ul><li>So tell me...if you could change one thing in your life/business that would have the greatest impact, what would it be? </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  38. 38. Module 2 Marketing Your Business <ul><li>POWERFUL QUESTIONS: </li></ul><ul><li>So tell me...if I could wave a magic wand and clear up your toughest business/life situation, what would that be like? </li></ul><ul><li>  </li></ul><ul><li>So tell me...if working together exceeded your wildest expectations, what would that look like? </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  39. 39. Module 2 Marketing Your Business <ul><li>Questions should not be too direct: </li></ul><ul><li>NO: What problems are you having with organization? -- “We don’t have a problem with organization!” </li></ul><ul><li>YES: So tell me…what kinds of strategies have you been using for maintaining a filing system in which you can file and retrieve information easily? </li></ul><ul><li>YES: So tell me…how do you handle staff turnover and training them to file and retrieve in a system that was created by someone else? </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  40. 40. Module 2 Marketing Your Business <ul><li>Example: How about if you tell me a little bit about what's going on, I'll ask some questions and then we can see if what I do is a match for what you are looking for - does that sound ok? </li></ul><ul><li>  </li></ul><ul><li>Keep your tone of voice genuinely curious . Otherwise you will come across as pushy. You should not talk more than 20% of the time, and when you do, you are either asking questions to get them to talk (open-ended questions), or you are asking questions to clarify a decision they have made (close-ended questions). </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  41. 41. Module 2 Marketing Your Business <ul><li>As they talk, identify evidence of the problem: </li></ul><ul><li>What they see </li></ul><ul><li>What they hear </li></ul><ul><li>What they experience </li></ul><ul><li>Resist the temptation to tell them how you do what you do until you are finished with the discovery stage. Otherwise it comes across as hard sell, and that’s disrespectful. If they ask you to explain what you do, answer briefly and get back to having THEM talk: </li></ul><ul><li>I help people turn piles into files so they can focus on what’s most important. Would it be okay if I asked you another question? </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  42. 42. Module 2 Marketing Your Business <ul><li>If someone emails you and asks what I charge and how my service works, respond by saying: I would be happy to answer your questions. It’s easiest to do that if we could talk on the phone. Would you like to call me or would you like me to call you? </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  43. 43. Module 2 Marketing Your Business <ul><li>Uncover the problem state – ask enough questions so you really understand their problems. I generally do this with the assessment. Then during the call I ask them to elaborate so I am clear about their needs. </li></ul><ul><li>Powerful question: So what you are telling me is that you are tired of ___ and instead you want ___. Is that right? ( Wait for agreement or for them to correct/clarify what you just said.) </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  44. 44. Module 2 Marketing Your Business <ul><li>Discover their desired state </li></ul><ul><li>Then ask: If you had that, what would it be worth to you? If they value the work, then you can say something to let them know that you can make that happen for them. Example: If I am your consultant/coach, then working together we can make that happen for you!” </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  45. 45. Module 2 Marketing Your Business <ul><li>GET PERMISSION TO BRIEFLY TELL THEM WHAT YOU DO </li></ul><ul><li>Example : Would it be all right if I took a minute to explain how coaching/productivity consulting with me works? </li></ul><ul><li>When they give permission, briefly explain in 50-60 seconds . Make this about them, not about you. For example, instead of saying “I provide…” you can say “You’ll receive…” </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  46. 46. Module 2 Marketing Your Business <ul><li>5. CLOSE </li></ul><ul><li>Simply ask: So how would you like to proceed? </li></ul><ul><li>If they are not certain of their next step, determine if there is more work for you to do to get their business (submit proposal, share testimonials, etc.). Follow through with whatever they need. </li></ul><ul><li>If they say they will get back to you, suggest setting a date. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  47. 47. Module 2 Marketing Your Business <ul><li>&quot;That sounds great. I know you're busy so why don't we schedule our next time to talk? I have my calendar in front of me - what works with your schedule?&quot; Now you have a set time to talk, and your prospective client expects to follow up with you at a specific time. Both of you are clear on what happens next. </li></ul><ul><li>  </li></ul><ul><li>If they say they will get back with you, determine by when they will get back to you and let them know that you will follow up with them if you have not heard back by then. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  48. 48. Module 2 Marketing Your Business <ul><li>RELATED ARTICLES </li></ul><ul><li>We have included some very RICH handouts this week. These have been very helpful tools to us, and we’re essentially sharing notes or tools we’ve collected over the years. There is a lot here, and we suggest that you look at each link and then decide what to begin implementing now, and what to put on the back burner for later. You may also want to print these out and add them to your notebook. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  49. 49. Module 2 Marketing Your Business <ul><li>• Authentic Promotion Plan (Marketing Plan) Template • Marketing Coach CJ Hayden's 5 Marketing tips (teleclass notes) • Network Marketing (newsletter) – Robert Middleton • Heartfelt Marketing (newsletter) – Robert Middleton • Nine Marketing Lessons (newsletter) -- Robert Middleton • Thinking Bigger (newsletter) -- Robert Middleton • Passive or Active Marketing (newsletter) -- Robert Middleton • Get Virtual Clients -- Robert Middleton • Where to Get Ideas for Articles   - by Robert Middleton • Notes from Growing Your Business – Mark LeBlanc • Entrance Strategy: Build respect and trust – Paul & Sarah Edwards • From Prospect to Client in Thirty Seconds - by C.J. Hayden, MCC • Teaming up with Your Customers - by Brian Tracy • The Lost Art of Effective Brochures - by Landy Chase • Stop Giving Away Your Time – Give Away Free Assessments Instead - by Milana Leshinsky </li></ul><ul><li>• Top 10 Ways to Increase the Number of Collaborative Interviews You Conduct - by   </li></ul><ul><li> Alicia Smith and Bea Fields • Write Your Way to Success - Cynthia Morris • Web Technology in Marketing: Friend or Foe? - C.J. Hayden, MCC • Developing a Thriving Business with the Internet   </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  50. 50. Module 2 Marketing Your Business <ul><li>Homework: </li></ul><ul><li>  </li></ul><ul><li>Begin working on the Authentic Promotion Plan . </li></ul><ul><li>  </li></ul><ul><li>Write some open-ended questions you can imagine yourself using with the words what, who, how, where, when. Write some close-ended questions you can imagine yourself using with the words are, do, is, can, should, would, could, will, have. </li></ul><ul><li>  </li></ul><ul><li>Review some of the marketing documents in the Client Login section. For example, Kathy has a document called Marketing Tips which contains 11 powerful tips to market your business. Rather than trying to bite off more than you can chew, select the ideas that appeal to you and forget about the rest. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  51. 51. Module 2 Marketing Your Business <ul><li>RESOURCES: </li></ul><ul><li>  </li></ul><ul><li>AUDIO GENERATOR </li></ul><ul><li>Send audio post cards and give your clients a 1-800 Testimonial Line—Click here to try it for free: www.audiogenerator.com </li></ul><ul><li>  </li></ul><ul><li>PROMOTIONAL ITEMS </li></ul><ul><li>Contact Myrna Bacon, MKB Promotions </li></ul><ul><li>She’s great at brainstorming ideas and can put your name and contact info on just about anything! </li></ul><ul><li>www.mkbpromotions.com </li></ul><ul><li>[email_address] </li></ul><ul><li>425-922-9248 </li></ul><ul><li>  </li></ul><ul><li>NEWSLETTER ARTICLE ASSISTANCE </li></ul><ul><li>http:// www.topten.org /  - This website offers thousands of &quot;10 tips to...&quot; on many different topics.  You are welcome to use these in your own newsletters, provided that you attribute them to the author. </li></ul><ul><li>  </li></ul><ul><li>www.work.com -Write a short &quot;How To&quot; Guide and get published quickly! </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.
  52. 52. Module 2 Marketing Your Business <ul><li>ASSESSMENT TOOL : </li></ul><ul><li>www.assessmentgenerator.com </li></ul><ul><li>The Participant Questionnaire that you completed was created with this tool. </li></ul><ul><li>Visit Kathy's assessments at http:// www.orgcoach.net/assessment.html </li></ul><ul><li>  </li></ul><ul><li>SHOPPING CART WITH AUTORESPONDER: </li></ul><ul><li>http:// www.orgcoach.net/shoppingcarts.html  - This is the one </li></ul><ul><li>that Kathy has used for years for her auto responders and for her shopping cart. </li></ul><ul><li>  </li></ul><ul><li>AUTORESPONDER/NEWSLETTERS/RSS FEEDS/SURVEYS (NO SHOPPING CART): </li></ul><ul><li>www.intellicontact.com is the one that Andrea uses. </li></ul><ul><li>IntelliContact is a leading on-demand email marketing service . IntelliContact allows organizations of all sizes to easily create, send, and track email newsletters, RSS feeds, surveys, and auto responders. </li></ul>Learn the difference between &quot;selling yourself“ and &quot;authentic promotion&quot;.

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