Seven steps to small business success april 2013
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Seven steps to small business success april 2013

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  • Welcome to Seven Steps to Small Business Success - Understanding and Embracing the Power of Lifecycle Marketing CHANGE SLIDE (Spend the next couple of minutes introducing yourself. Tell them something about your background, experience, current business/position, etc.) (Also, please tell your audience that you are one of our referral partners and that you are not an employee of Infusionsoft. We need to make sure there is no confusion about that. Please do everything you can to make that as clear as possible.)
  • It is called Lifecycle Marketing. It consists of seven steps that every small business needs to embrace to be truly successful. It includes attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying up selling your customers getting referrals. These seven steps create the core of every successful business. During this presentation, we will go through each step individually so you can embrace and understand why each step is so important to your business. CHANGE SLIDE!
  • It is called Lifecycle Marketing. It consists of seven steps that every small business needs to embrace to be truly successful. It includes attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying up selling your customers getting referrals. These seven steps create the core of every successful business. During this presentation, we will go through each step individually so you can embrace and understand why each step is so important to your business. CHANGE SLIDE!
  • It is called Lifecycle Marketing. It consists of seven steps that every small business needs to embrace to be truly successful. It includes attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying up selling your customers getting referrals. These seven steps create the core of every successful business. During this presentation, we will go through each step individually so you can embrace and understand why each step is so important to your business. CHANGE SLIDE!
  • It is called Lifecycle Marketing. It consists of seven steps that every small business needs to embrace to be truly successful. It includes attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying up selling your customers getting referrals. These seven steps create the core of every successful business. During this presentation, we will go through each step individually so you can embrace and understand why each step is so important to your business. CHANGE SLIDE!
  • It is called Lifecycle Marketing. It consists of seven steps that every small business needs to embrace to be truly successful. It includes attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying up selling your customers getting referrals. These seven steps create the core of every successful business. During this presentation, we will go through each step individually so you can embrace and understand why each step is so important to your business. CHANGE SLIDE!
  • It is called Lifecycle Marketing. It consists of seven steps that every small business needs to embrace to be truly successful. It includes attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying up selling your customers getting referrals. These seven steps create the core of every successful business. During this presentation, we will go through each step individually so you can embrace and understand why each step is so important to your business. CHANGE SLIDE!
  • It is called Lifecycle Marketing. It consists of seven steps that every small business needs to embrace to be truly successful. It includes attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying up selling your customers getting referrals. These seven steps create the core of every successful business. During this presentation, we will go through each step individually so you can embrace and understand why each step is so important to your business. CHANGE SLIDE!
  • It is called Lifecycle Marketing. It consists of seven steps that every small business needs to embrace to be truly successful. It includes attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying up selling your customers getting referrals. These seven steps create the core of every successful business. During this presentation, we will go through each step individually so you can embrace and understand why each step is so important to your business. CHANGE SLIDE!
  • Step one is attract interest. This means how are you attracting interest in your business. What are you doing to let people know about your business? You can do this either online or off-line. Off-line options would include traditional advertising such as print, radio, television, direct mail, and others. Online options would include email marketing, SEO (search engine optimization), pay per click, blogging, social media and so much more. But the question I always ask is what are you doing to get people to consume your information or to come into your business or to look at your website? What you need to do is to create lead magnets CHANGE SLIDE
  • A lead magnet is something that has a high perceived value (white paper, e-book, video, etc.) that you offer to your audience with a low point of entry (providing their name and email address) to obtain that item. It’s a simple way to draw people to your website, your brick and mortar business and more. What are some examples of lead magnets? CHANGE SLIDE
  • Another great lead magnet is helping people avoid competitor frustrations. It encourages them to think about the downsides of doing business with your competitors. Here are a few examples: 3 Questions to ask your __________ before hiring them. Business consultant Web developer Personal trainer The 3 biggest problems with___________ SEO experts Social media consultants Pool repair companies 3 important things to consider when______________ Investing in real estate Selecting a lawyer Booking your next vacation CHANGE SLIDE
  • When it comes to lead magnets, helping people achieve their underlying goals is a great way to attract attention to your business, website, etc. Here are a few examples: Three things you absolutely need to know about______________ small business ownership Email marketing Buying the right house Three Keys to fixing in your_____________ problem marketing lead generation hiring and firing 3 proven techniques to ______________ faster weight loss Better open rates Capture more leads 3 new tricks to________________________ Double your sales Increase your profits Work less hours CHANGE SLIDES
  • The next step in lifecycle marketing is capturing interest. Now that you have generated all this traffic to your business, it's important that you capture contact information from the people that have visited your website, your brick-and-mortar store, etc. Every time somebody visits your business and you don't capture their contact information, it's like fishing with a net that has a gigantic hole in it. The fish swim in the top of the net and swim right out the back of the net. It doesn't make much sense, doesn't it? You need to have easy way to capture this information CHANGE SLIDE
  • Some of the best ways to capture leads is with online web forms QR codes events networking activities walk-ins referrals call ins and many more. Each one of these examples can be used to capture simple contact information for every person that visits your business. When I talk about simple information, I am talking about something as simple as their first name and their email address. Please remember that the more information you ask for, the less likelihood of people providing it. If you decide to ask for a phone number and a street address, people might be too uncomfortable to provide that information. By asking for something as simple as a first name and an email address, most everyone will do that. CHANGE SLIDE
  • Back in the old days, the easiest way to capture somebody's contact information was by asking them to subscribe to your newsletter. When was the last time you intentionally subscribed for somebody's newsletter? Change slide so red circle comes out This is no longer an effective way to capture leads. CHANGE SLIDE
  • Here is a great example of a company that probably captures most of the leads that this at their website. This is a company that sells doors and windows. As you can see on the right side of this webpage, there is a lead form that people can fill out to get a free in-home estimate. The free in-home estimate is the lead magnet. This company is saying, if you fill out our form, we will come out to your house and give you a free estimate. There is tremendous value in this service. Because of such a high perceived value, people will be very receptive to filling out this form. Change slide
  • This example is actually from one of our Infusionsoft clients. They are using one of the most successful marketing tricks in the book. They are giving something away for free if you're willing to fill out their form. As you can see, if you fill out their form, you will get to try a class for free Also, their headline is a terrific lead magnet. "11 Reasons Why Jump Athletic Is the Place for Youth Basketball." If you are in the market for a place for your son to play youth basketball, you will read what they have provided. Change slide
  • This is another great lead capture example. First of all, it always helps to have a very famous, very well known quarterback in your ad. More importantly, they are providing you with a free LASIK consultation (the lead magnet) if you are willing to provide them with some general contact information. Once again, if you are in the market for LASIK, I'm willing to guess you will fill out this form, unless, of course, you despise the Denver Broncos or John Elway. Change slide
  • Considering that over 1 billion people are using Facebook, promoting your company on your Facebook page is a very smart idea. As you can see, there is a little box on this page that says "Free Marketing Guide - Download Here." Once you click on this little box, you are taken to a landing page . CHANGE SLIDE
  • ...that promises to improve their online marketing and to grow their business fast. All they have to do is fill out this simple form. As you can see, most people will fill out the form because of the high perceived value of the free marketing guide. Change slide
  • For those of you that attend a lot of networking events, trade shows and other business functions, you probably collect hundreds and hundreds of business cards. What do you do with those business cards? Do you have a plan to follow up with all the people that give you a business card? Most people don't. By inputting all the contact information from the people that you meet, it provides you a capture tool that will help grow your business faster. If you do a lot of trade shows, or own a brick-and-mortar style business, you can also have people fill out a lead sheet to be entered into a drawing, to receive a discount, to receive a free gift, etc. Once people fill out the lead sheet, you can then import that information into your database and you have now captured that lead. Pretty cool, huh? Change slide
  • However, there is one thing you must remember. Just because you've captured a lead, it doesn't mean you've earned the right to sell to them. What most people do when they capture a lead is to immediately turn on the hard sell. That is quite possibly the worst thing you could do. Some of your leads might be ready to buy right now. However, I am willing to bet that the majority of them are not ready to buy today. This is why I feel that the next step of lifecycle marketing is what I refer to as the missing link of successful business and that missing link is… Change slide
  • NUTURE YOUR PROSPECTS. What do you traditionally do with the leads that you capture? I am assuming that most of you will call them or send them an email. If they don't respond, you will call them again or send them another email. If they don't respond again, you will probably call them again or send them another email. Now, here's the real question. What do you do next? Because, if you are like most small business people, you stop trying to contact the prospect and it ends up in the trash. Do you realize how much business you potentially throw away every single day? Imagine the impact on your business if you could convert an extra 10% of the leads that go in the trash. Allow me to continue. Change slide
  • Have you ever wondered why it's so important to nurture your prospects? It's because 81% of your sales happen after you make seven or more contacts to your prospects. Seven contacts! How many of you can honestly tell me you attempt to make seven or more contacts to your prospects. Please don't feel bad because 85% of the time, we stop after 1 to 2 contacts. Have you ever wondered the cost of not making the additional 4 to 5 contacts to each of your prospects? Change slide
  • Have you ever wondered why it's so important to nurture your prospects? It's because 81% of your sales happen after you make seven or more contacts to your prospects. Seven contacts! How many of you can honestly tell me you attempt to make seven or more contacts to your prospects. Please don't feel bad because 85% of the time, we stop after 1 to 2 contacts. Have you ever wondered the cost of not making the additional 4 to 5 contacts to each of your prospects? Change slide
  • Have you ever wondered why it's so important to nurture your prospects? It's because 81% of your sales happen after you make seven or more contacts to your prospects. Seven contacts! How many of you can honestly tell me you attempt to make seven or more contacts to your prospects. Please don't feel bad because 85% of the time, we stop after 1 to 2 contacts. Have you ever wondered the cost of not making the additional 4 to 5 contacts to each of your prospects? Change slide
  • Here is a very good example that will help identify the cost of not nurturing. Let's say you do a campaign to 10,000 people. This could be by email, direct mail, etc. Out of those 10,000 people, 100 people say they are interested in your product or service. Out of those 100 people, 10 people end up buying your product or service. I'm assuming many of you would be thrilled by closing 10% of the people that were interested in your product or service. The question I always like to ask is....... change slide What happens to the other 90 responders? Most of them fall through the cracks, CHANGE SLIDE have zero follow-up CHANGE SLIDE or will end up buying from your competitors. CHANGE SLIDE In other words, most of these 90 responders will end up in the trash. CHANGE SLIDE
  • As you can see, the key to great nurturing is with AMAZING follow up. This is where so many business people drop the ball. They are great at making lots of contacts and connections but they lack the skills necessary to follow up properly. This is why most business people need a specific campaign or path to follow to deliver the right follow up.
  • There are three basic follow up campaigns that will help most businesses. CHANGE SLIDE New Lead Campaign – to be used when you capture a new lead and want to nurture them until they are ready to buy CHANGE SLIDE New Customer Campaign – to be used after a customer purchases your product or service so you can work on repeat sales, up-sales and referrals CHANGE SLIDE Long-term nurture campaign – to be used for those people that aren’t really interested in your product or service but you still want to follow up with them over a period of time. If you’re curious what one of these campaigns looks like, please take a look at this! CHANGE SLIDE
  • This is a typical lifecycle marketing campaign. Starting on the left, you can see how this company plans on attracting traffic to their business. They plan on doing this through blogging, Facebook, their website and organic marketing. They will be offering something free as their lead magnet. They will then be entered into a new lead campaign that will send them information about their product or service to educate them until they are ready to purchase. From here, they can either purchase the product or service online or they will be added to a long term nurture that will provide them consistent information until, hopefully, sometime in the future, they will be ready to purchase their product or service. Once they make the purchase online they are entered into a new customer campaign which will provide them with information to encourage repeat sales and to upsell them on other products and services. As you can see, by laying out this campaign or path, it makes it very easy to follow and very easy to replicate. Best of all, we do all of this… CHANGE SLIDE
  • Automatically! What does this mean for small business owners? It means you get to spend less time on worrying about your marketing and more time working on growing your business. It means that emails, white papers, videos, etc. are sent out to the right people at the right time without you thinking about it. It means that fewer of your leads will fall through the cracks and more of your prospects will become customers. It means that you are generating the maximum amount of sales from each of your customers and generating the amount of referrals necessary to reach a higher level of success. Doesn't this sound like the kind of business you always dreamed of owning? With Infusionsoft, we can help make it a reality. Let's move on. CHANGE SLIDE
  • The next step in lifecycle marketing is converting sales. Most people want me to spend lots of time on this step because they want to learn lots of new ways to convert sales. However, I traditionally spend the least amount of time on this step. Why? Because, if you are putting in the amount of effort necessary to attracting more traffic, capturing more leads and nurturing those leads, converting more sales become simple. I do have a few ideas on how you can convert more sales. Allow me to share them with you. CHANGE SLIDE
  • The easiest way to convert more sales is create better magnets and better education of your prospects. The more they know about your product or service before they buy, the greater likelihood of you converting the sale. You also need to spend more time nurturing your prospects until they are ready to buy. Always remember that not everybody is going to buy your product or service the first time they see it. Some people need a little bit of nurturing before they see that your product or service is the answer to all of their problems. We also recommend that proper target marketing will always convert more sales. The more clearly you know your market, the easier it is to find them and to sell to them. However, the best way to convert more sales is to have better qualified prospects. If you know that every person you're talking to needs your product or service or will directly benefit from your product or service, you will start converting more sales. It's just that simple. To provide you with a great example of how to convert more sales, allow me to share with you a campaign we created to do just that. CHANGE SLIDE
  • In this campaign, we start with the existing email list. These people are tagged as receiving a holiday promotions email. They are then added to a holiday promotions campaign that includes emails and possibly other information regarding this holiday promotion. The people receiving this email will either you holiday product number one or holiday product number two. Once again, they will be added to a holiday product push campaign, depending on which product they chose to view. The ultimate goal is to have as many people as possible purchase holiday product one or holiday product two. As you can see again, it is very simple and easy to convert more sales when you have established the proper campaign to nurture your prospects until they are ready to buy. Change slide
  • The next step is deliver and satisfy. Many of you are so happy that your prospect has bought your product or service that you really don't care how your product or service is delivered or how satisfied your customer will be. An attitude like this will kill any possibility for repeat sales or referrals. Let's take a closer look at this step. As you can see, this step is called deliver and satisfy. If all you had to do was deliver your product or service, this step would be no big deal. However, you also need to make sure you completely and totally satisfy your customer. How do you do this? You need to identify what is your WOW! CHANGE SLIDES
  • Your wow is that something extra that separates you from your competitors. It's that thing that makes people want to talk about your business. It falls into the category of underpromise and over deliver. What can be your WOW? Make sure you deliver their product or service more quickly than they expected. If they ordered a quantity of something, include a little bit extra for free. Right after you deliver their product or service, pick up the phone and call them to make sure they are 100% satisfied. As you can see, it doesn't take a lot to completely satisfy your customer. Just remember that if your current customers are not completely satisfied with your product or service, the chances of them doing business with somebody else increases greatly. CHANGE SLIDE
  • To help you increase the likelihood that your customers will want to do business with you again, let's take a look at the campaign we created for the deliver and satisfy step. Our sequence starts with people buying product a. They are immediately added to a product a purchase sequence which sends them information on how to get the most out of their purchase, making sure they are satisfied with their purchase, etc. From there, the sequence splits to either a happy customer or an unhappy customer. The happy customer is then added into a testimonial/referral request campaign. The unhappy customer is then added to a customer service follow-up campaign to help identify why he or she is an unhappy customer. At the bottom of the sequence you will notice a referral submission form that will be sent to all happy customers. It also includes a free gift delivery sequence to reward the happy customers who send in referrals. As you look at the sequences, can you see how having your processes laid out this clearly and to have them run automatically would significantly improve the success of your business? It just gives you something to think about. CHANGE SLIDES
  • The next step in lifecycle marketing is up selling your customers. This step focuses on the idea of selling more of your products or services to each one of your customers. Let me share with you an example. If you go to a clothing store and buy a men's suit, do they typically only sell you a men's suit? Of course not. They try to sell you a tie, pocket square, belt, shoes, and more. At the same clothing store, you attempt to buy a dress. Do they just sell you the dress? Once again, of course not. They will try to sell you shoes, a purse, belt, a scarf and more accessories then you could possibly need. The same goes with your product or service. Are you getting the maximum dollars added each of your customers. Are there things that you sell that your customers would like to buy after their initial purchase from you? Of course there are. All you have to do is ask them to buy from you. Do you know which company is the world's greatest at up selling? CHANGE SLIDE
  • That company is McDonald's. Every time you buy something from them, they will typically say to you, Click to the next slide "would you like fries with that?" Do you have any idea how many fries, soft drinks, apple pies, and more that McDonald's sells just because they ask you? So, to increase the upsell to your customers, you need to ask yourself… CHANGE SLIDES
  • WHAT ARE YOUR FRIES? What is that item that you can upsell to your customers? Besides offering accounting services, is it possible for you to upsell business consulting services too? Instead of just selling books to someone, could you also sell them the CDs for the books as well as the DVDs for the books? Instead of just selling new software to accompany, could you also sell them implementation services and training services? Instead of just selling somebody airfare and hotel for a vacation, why not sell them tour packages, meal packages and more? As you can see, once you start thinking about other items you can sell your customers, that upsell portion of your brain will go wild. Imagine the impact on your business if you could increase every one of your sales by 10%. The best part about that 10% increase is it traditionally takes the least amount of work and has the highest percentage of profit. That 10% could help you take your business to the next level. CHANGE SLIDES
  • Let's take a look at how this sequence could also help to take your business to the next level. As you can see, people have made a purchase online. They are automatically added to an upsell A sequence. That sequence talks to them about other complementary products or services that would go perfectly with the product that they have already bought. If they find a product or service that they would like to buy, they go straight across to upsell A purchase. If they decide not to buy the upsell but were happy with the upsell sequence, they are asked to fill out a positive survey follow-up which will provide you with great information that you can use to upsell these customers in the future. If, by some chance, they decided not to buy the upsell and were unhappy with the upsell sequence, they are asked to fill out a negative survey follow-up that, once again, will provide you with great information that can be used when marketing other products or services to these people. CHANGE SLIDE
  • The last step in lifecycle marketing is, quite possibly, the most important step. Take a look at your business. Are you bringing in the amount of referrals that you would like? Do you wish more people would think about referring your business to others? Ever wonder why you’re getting so few referrals? One of the easiest ways to close more sales is by generating a constant flow of referrals in your business. Unfortunately, most small business owners don’t know how to generate this consistent flow. Here at Infusionsoft, we have spent massive amounts of time and resources into creating what we like to refer to as our Advanced Referral Strategy. This strategy is extremely deep and complex and some of you might have trouble understanding it the first time you hear it. Before we share this strategy with you, we recommend that you grab a pen or pencil and a piece of paper to write down the details of this advanced referral strategy. Are we ready? Here is the advanced referral strategy developed by Infusionsoft.
  • You ask for them. It’s truly that simple. The #1 reason why you are not receiving the amount of referrals that you would like is because you are not asking for them. You are expecting people to refer business to you out of the blue. Always remember that it is your job to ask for referrals. It is your customer’s job as to whether they refer anyone to you. But you have to ask people first! Every time somebody does business with you, you ask them if they happen to know anyone that would also benefit by doing business with you. Every time somebody compliments you about your business, ask that person if they know anyone else that would benefit from this level of service. Anyone that you meet that has heard good things about your business, ask that person if they know of any other businesses that could benefit by using your products or services. To get the most amount of referrals though, you need to make it as easy as possible for them to refer you business. Always refer back to the benefit that you provide. Here are a few phrases you can use: If you are a tax accountant, ask people “do know any small businesses that feel they are paying too much money in taxes?” If you are a business consultants, ask people “do you know any small business owners that are struggling to take their business to the next level?” If you are an Internet marketer, ask people “do you know any small business owners that would like more traffic to their website and higher sales of their product or service.” By referring back to the benefits that you provide people, it makes it a lot easier for people to refer you business. CHANGE SLIDES
  • What’s the best way to ask people for referrals? Here are a few suggestions: Email - send out an email to your database and ask them if they know of companies that could benefit by doing business with you. If you’d like, you can offer some sort of incentive to really entice them to refer more business to you. Phone calls - after somebody has done business with you and you have collected their contact information, pick up the phone to learn about how satisfied they were doing business with you. If they were very satisfied, ask them if they know anyone who would like to be satisfied as they were. Thank you cards - every time you thank someone for doing business with you, always put a little blurb on the bottom that asks if there is anyone they know that might be in need of your product or service. Competitions - many businesses hold contests to see who can refer the most amount of people to their business. Give away a nice prize for first place to really incentivize people to refer more business to you. We have done this very successfully at Infusionsoft in the past. Special events - if you are attending a tradeshow, workshop/seminar, special corporate event or just about any other type of event, it’s always easy to ask people who they might know that would benefit by doing business with you. Remember, if you don’t ask, you probably won’t get any referrals. Right after you have WOWed them - probably the best time to ask for referrals is when somebody is raving about your business. When you have just delivered the best product or service your customer has ever seen, that is the perfect time to ask for referrals. CHANGE SLIDES
  • Let's take a closer look at the sequence necessary to secure lots more referrals. From your existing list, make sure you attach a perspective referral partner tag on every one that you have asked for referrals. This way, you can track to see how many of them have actually referred anyone. These perspective referral partners will then be added to the referral partner recruitment sequence which will explain to them the benefits and rewards of referring business to you. Once someone has gone through the recruitment sequence, they then have the opportunity to sign up as an official referral partner and then they will start receiving referral partner welcome emails to help educate them and motivate them to refer more business to you. Once again, by having a laid out sequence or process to obtaining more referrals, it makes it a lot easier to generate more referrals and to make the growth of your business more scalable. CHANGE SLIDES
  • It is called Lifecycle Marketing. It consists of seven steps that every small business needs to embrace to be truly successful. It includes attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying up selling your customers getting referrals. These seven steps create the core of every successful business. During this presentation, we will go through each step individually so you can embrace and understand why each step is so important to your business. CHANGE SLIDE!
  • AUTOMATICALLY! Imagine not having to worry so much about the marketing of your business. Imagine the thrill of knowing you are attracting more traffic to your business than ever before. Imagine the comfort of knowing that none of your warm leads are falling through the cracks imagine the joy of converting sales at a percentage that you never thought was reachable. Imagine the satisfaction of knowing that you are dramatically increasing the satisfaction of your customers imagine the feeling of success you will have when your business truly becomes a referral only business. CHANGE SLIDES
  • The challenge that most small business owners face when it comes to automating their lifecycle marketing process is they end up using a CRM system, an E marketing system, some type of shopping cart, etc. The problem this causes is that none of these systems work together. Click the clicker They just have an array of systems working independently of one another. In other words, what you get is what we fondly refer to as CLICK THE CLICKER multisystem chaos. What multisystem chaos causes is CLICK THE CLICKER disjointed systems manual work and lots of lost opportunities. What can you do to avoid multisystem chaos but still automate your follow-up process? You need to take a serious look at……… CHANGE SLIDES
  • INFUSIONSOFT! What is Infusionsoft? CHANGE SLIDES
  • INFUSIONSOFT Infusionsoft is an all-in-one sales and marketing software that combines CRM, e-marketing and e-commerce into one powerful piece of software. What is this mean to you? It means: You will attract more traffic to your business You will capture more hot leads You will better nurture these hot leads You will convert a higher % of sales You will better satisfy your customer You will enjoy higher levels of upsells You will generate more referrals Best of you, you will do all of this AUTOMATICALLY CHANGE SLIDES
  • However, what is the greatest benefit you will receive. You will receive the benefit of: More time to work on your business, not just in your business (Feel free to expand on this benefit. Add other examples of what they can do with the extra time they now have) More revenue, profits, MONEY to do with as you see fit. Grow your business, hire more staff, pay yourself more money, etc. (Feel free to expand on this benefit. Add other examples of what they can do with the extra time they now have) CHANGE SLIDES
  • Are you Intrigued? Curious? Interested? Here’s what I would like for you to do. If you give us 10 minutes of your time, we can find out if Infusionsoft is a good fit for your company. All you need to do is… (This is where you need to pass out a handout that will direct them to the link for the demo of our software. Even better, I recommend a form that your attendees fill out requesting more information.) (If you don’t have a handout, you can write it on a white board, chalkboard or any other board. ) (I also suggest using a Bit.Ly link or Tiny URL link to shorten your demo URL so it’s easier for your audience to remember it. If you have NO idea what I’m talking about, let me know and I’ll explain) It's that simple. (Please remember to add your partner code after the last / in this link. If not, you will not be linked tracked to this prospect.)
  • Welcome to Seven Steps to Small Business Success - Understanding and Embracing the Power of Lifecycle Marketing (Spend the next couple of minutes introducing yourself. Tell them something about your background, experience, current business/position, etc.) (Also, please tell your audience that you are one of our referral partners and that you are not an employee of Infusionsoft. We need to make sure there is no confusion about that. Please do everything you can to make that as clear as possible.)

Seven steps to small business success april 2013 Seven steps to small business success april 2013 Presentation Transcript

  • Seven Steps to Small Business Success Understanding and Embracing the Power of Lifecycle Marketing Desiree Scales, CEO - Bella Web Design, Inc.
  • Lifecycle Marketing The Difference Between 1. Surviving 2. Thriving
  • Survival Marketing
  • Survival Marketing 1. We are always chasing the next deal 2. Our marketing is disjointed (on again - off again, spray-and-pray) 3. We don’t have confidence that our marketing plan will bring a surplus of customers
  • Survival Marketing 1. Generate interest 2. Sell to hot leads 3. Sigh of relief 4. START OVER
  • Lost Opportunities
  • Lost Opportunities
  • What Makes Small Businesses Thrive? Introducing... Lifecycle Marketing
  • Lifecycle Marketing
  • ATTRACT INTEREST
  • What’s your Lead Magnet?
  • Avoiding Competitor Frustrations •3 Questions to ask your __________ before hiring them •The 3 biggest problems with ________________ •3 important things to consider when _________________
  • Achieving Underlying Goals • 3 things you ABSOLUTELY need to know about ______________ • 3 keys to fixing your _________ problem • 3 proven techniques to __________ • 3 new tricks to_____________
  • CAPTURE INTERESTS
  • Examples • Online web forms • Events • Networking • Walk-ins • Referrals • Call-ins
  • The Old Way
  • Much Better
  • Much Better
  • Much Better
  • Facebook Capture
  • Facebook Capture
  • A Better Way
  • REMEMBER! Just because you’ve captured a lead doesn’t mean you’ve earned the right to…. SELL THEM!
  • NURTURE PROSPECTS
  • The WHY Behind Nurturing • 81% of sales happen after 7 or more contacts • 85% of the time we stop after 1 or 2 contacts
  • The WHY Behind Nurturing 1. Spent thousands on marketing and were getting poor results. 2. Discovered gold with educational marketing 3. Benefits of Magnet: •Decreased marketing spend by more than 50% •At the same time, increased leads by 120% The Gleason Tax Group
  • The WHY Behind Nurturing
  • The Cost of Not Nurturing 10,000 (audience) 100 (responders) 10 (customers) And the Other 90 Responders? ∀ Fall through the cracks ∀ ZERO follow-up ∀ They'll go to your competitor!
  • The Key to Great Nurturing? FOLLOW UP
  • Three Basic Follow Up Campaigns • New Lead Campaign • New Customer Campaign • Long-term Nurture Campaign
  • Lifecycle Marketing Campaign
  • The Best Part? AUTOMATICALLY!
  • CONVERT SALES
  • HEADER TEXT • Magnets and Education • Nurturing • Targeting • Better Qualified Prospects Tips to Convert More Sales
  • HEADER TEXTTips to Convert More Sales
  • DELIVER & SATISFY
  • HEADER TEXTWhat is your…… WOW? What is your…….
  • HEADER TEXTWhat is your……WOW!
  • UPSELL CUSTOMERS
  • HEADER TEXTUpsell Customers
  • HEADER TEXT What are your fries? Upsell Customers
  • HEADER TEXTUpsell Customers
  • GET REFERRALS
  • Advance Referral Strategy Ask for them
  • Ways to Ask for Referrals • Emails • Phone Calls • Thank You Cards • Competitions • Special Events • Just After You WOW’d Them
  • Advance Referral Strategy Ask for Them
  • Lifecycle Marketing
  • AUTOMATICALLY!
  • Multiple-System Chaos Disjointed systems. Manual work. Lost opportunities
  • HEADER TEXT
  • HEADER TEXTAll-in-One Sales and Marketing Software
  • HEADER TEXTGreatest Benefits?
  • HEADER TEXTInfusionsoft TEXT “GROW” 706 432 2355
  • Seven Steps to Small Business Success Understanding and Embracing the Power of Lifecycle Marketing @desireescales 770 509 8797