Attract, Sell, Wow - sales and marketing best practices for growing businesses
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The document discusses the concept of lifecycle marketing, which involves attracting leads, selling to them, and wowing them as customers. It emphasizes the importance of providing value to leads through educational content ("lead magnets"), establishing relationships rather than just making sales, and going above and beyond expectations to wow customers. This helps build trust and goodwill over time ("emotional bank account") in order to increase referrals, repeat sales, and opportunities for adding on additional products and services. The document is presented by Ramon Ray from Infusionsoft and promotes their customer relationship management software as a way to help businesses implement lifecycle marketing strategies.
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Attract, Sell, Wow - sales and marketing best practices for growing businesses
- 1. Date Your Leads. Marry Your Customers: Lifecycle Marketing Attract. Sell. Wow. Date Your Leads. Marry Your Customers with Lifecycle Marketing Ramon Ray Small Business Evangelist, Infusionsoft Publisher, Smart Hustle Magazine @Ramonray
- 2. Date Your Leads. Marry Your Customers: Lifecycle Marketing Lifecycle Marketing Grow sales. Save time.
- 3. Date Your Leads. Marry Your Customers: Lifecycle Marketing • Entrepreneur (started 4 businesses; sold one) • Publisher, Smart Hustle Magazine • Small Business Success Evangelist, Infusionsoft • Small Giants, Member • Fun facts: Piano player, FBI Citizens Academy Graduate, Fired from the United Nations for my entrepreneur passion
- 4. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 5. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 6. Date Your Leads. Marry Your Customers: Lifecycle Marketing Attract. Sell. Wow. Date Your Leads. Marry Your Customers with Lifecycle Marketing Ramon Ray Small Business Evangelist, Infusionsoft Publisher, Smart Hustle Magazine @Ramonray
- 7. Date Your Leads. Marry Your Customers: Lifecycle Marketing Lifecycle Marketing Grow sales. Save time.
- 8. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 9. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 10. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 11. Date Your Leads. Marry Your Customers: Lifecycle Marketing Who is NOT your target market
- 12. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 13. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 14. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 15. Date Your Leads. Marry Your Customers: Lifecycle Marketing You need to provide value, to get value Use a Lead Magnet
- 16. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 17. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 18. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 19. Date Your Leads. Marry Your Customers: Lifecycle Marketing NOT pitching You’re EDUCATING
- 20. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 21. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 22. Date Your Leads. Marry Your Customers: Lifecycle Marketing Not just an exchange of money
- 23. Date Your Leads. Marry Your Customers: Lifecycle Marketing You’re establishing a relationship
- 24. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 25. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 26. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 27. Date Your Leads. Marry Your Customers: Lifecycle Marketing Deliver and Wow More than promised.
- 28. Date Your Leads. Marry Your Customers: Lifecycle Marketing How could you wow for $5?
- 29. Date Your Leads. Marry Your Customers: Lifecycle Marketing Emotional bank account • Deposit good will • Trust grows • Stronger relationships develop • Make a timely withdrawal (more sales)
- 30. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 31. Date Your Leads. Marry Your Customers: Lifecycle Marketing Add On. Upsell. Cross Sell.
- 32. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 33. Date Your Leads. Marry Your Customers: Lifecycle Marketing Referral insights • Costs less to market to existing customers • Referral strategies help customers develop referral habits • Wow customers with service to rock referrals
- 34. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 35. Date Your Leads. Marry Your Customers: Lifecycle Marketing Lifecycle Marketing Grow sales. Save time.
- 36. Date Your Leads. Marry Your Customers: Lifecycle Marketing So what is Infusionsoft? How can it help my business?
- 37. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 38. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 39. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 40. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 41. Date Your Leads. Marry Your Customers: Lifecycle Marketing
- 42. Date Your Leads. Marry Your Customers: Lifecycle Marketing Lifecycle Marketing Grow sales. Save time.
- 43. Date Your Leads. Marry Your Customers: Lifecycle Marketing Attract. Sell. Wow. Date Your Leads. Marry Your Customers with Lifecycle Marketing Ramon Ray Small Business Evangelist, Infusionsoft Publisher, Smart Hustle Magazine @Ramonray
Editor's Notes
- Speaker Details: Ramon Ray Small Business Evangelist, Infusionsoft Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth. Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices. He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author. His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing. Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology. Session Description: Join us on an exciting journey to learn the steps to get new customers and keep the ones you have. Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal: attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
- Creating sales and marketing strategy for your small business can be daunting. Infusionsoft's Lifecycle Marketing model provides a simple framework you can use to attract customers, grow sales and deliver a wowing customer experience. Developed by a team of sales and marketing experts at Infusionsoft, Lifecycle Marketing has helped thousands of small businesses achieve success. The beautify of Lifecycle Marketing is the simplicity of the model, which can be applied any small business regardless of industry or business model. When put into action, Lifecycle Marketing will help you grow sales AND give you more time to focus on the things you love. Lifecycle Marketing is the Model that includes 3 PHASES: Attract, Sell, Wow Within each of the 3 phases are strategies Within each of the strategies are tactics Speaker Note: There are deep dives into each of these phases, but since this is an overview we won’t touch on EVERYTHING.
- Speaker Details: Ramon Ray Small Business Evangelist, Infusionsoft Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth. Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices. He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author. His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing. Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology. Session Description: Join us on an exciting journey to learn the steps to get new customers and keep the ones you have. Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal: attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
- Creating sales and marketing strategy for your small business can be daunting. Infusionsoft's Lifecycle Marketing model provides a simple framework you can use to attract customers, grow sales and deliver a wowing customer experience. Developed by a team of sales and marketing experts at Infusionsoft, Lifecycle Marketing has helped thousands of small businesses achieve success. The beautify of Lifecycle Marketing is the simplicity of the model, which can be applied any small business regardless of industry or business model. When put into action, Lifecycle Marketing will help you grow sales AND give you more time to focus on the things you love. Lifecycle Marketing is the Model that includes 3 PHASES: Attract, Sell, Wow Within each of the 3 phases are strategies Within each of the strategies are tactics Speaker Note: There are deep dives into each of these phases, but since this is an overview we won’t touch on EVERYTHING.
- The first phase of Lifecycle Marketing is ATTRACT • Describe current state (PROBLEM) • Describe NEW state (BENEFIT) Problem Attracting customers starts with focus because, let’s face it, most consumers aren’t actively looking for your company. More often than not they’re looking for a solution that satisfies a particular need they have and will discover you either by accident or because you have a great Attract strategy in place. Benefit Getting noticed in this noisy world is critical for the success of your business, but it’s not always easy to get the word out. The best way to get noticed is to start with a narrow focus. Define your ideal target by researching their demographics, attitudes, behaviors, motivations and favorite places to hang out, both online and in person. Then, start engaging with them in a helpful way, but be sure to have a way to follow up with them before they leave.
- Let’s start with how to TARGET customers…
- Instead you need to narrow down your focus and Target your customers… Benefits of clarity include: More effective (focused) marketing messages Effectively find customers of that type Design products and services to meet the needs of the right customers Increased Customer Satisfaction, Referrals, etc. If time permits (i.e, your presentation is longer than 50 minutes), discuss and give examples of how to determine your target (Demographics, psychographics, etc) Demographics explain “who” your buyer is, while psychographics explain “why” they buy. Demographics Demographic information often includes age, gender, ethnicity, income, geographic location, as well as other types of information about who they are, where they live, and what they do. This type of information can be found through a variety of sources like the American Fact Finder that is offered through the Census Bureau (http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml) Psychographics Customer psychographic information provides more in-depth profiling about how your customers think about things and how they spend their money. Psychographic information will include things like what type of music they like, which types of brands they buy, how often they go shopping, how much money they spend on certain purchases, and etc. It takes a look at the psychological and cultural reasons behind why people make certain purchasing decisions. This type of information is very important to have especially due to the amount of cultural and racial diversity found in many communities as those factors can also influence purchasing habits. A good place to look for this type of information for customers in your area is to use Nielsen's PRIZM psychographic codes by zip code. You can also find out psychographics with surveys, reviewing actions taken in your marketing campaigns, focus groups and via your social media platforms.
- Now that you know who your TARGET is, how do you Attract their interest? ------
- In other words “how do you get noticed”? Find out where they are most likely to come in contact with and be receptive to your brand messaging. Think about location both online and in person. Are they on a particular social media platform? Do they attend local business events? Are they members of a local community or work in the neighborhood? After you’ve identified where they are likely to find you, start focusing your efforts there. Perhaps this means that you need to join the local networking group, open up a Twitter account, or spend some money on advertising. Be where your customers are and start engaging with them in an authentic, helpful and personable way. Some strategies and tactics that help with getting noticed include: content and social media marketing, advertising, ppc, RP, events, direct mail and word of mouth.
- Now that you know your TARGET and you attracted their INTEREST… How do you collect LEADS?
- The key is to give them something helpful. Offer valuable information, insights, tips in exchange for contact info so you can follow up. These are called “LEAD MAGNETS” You want to create LEAD MAGNETS… (if time permits you can share a few examples here)
- Attract is comprised of three key stages: Target Attract Interest Collect Leads
- Sell is the second phase in the Lifecycle Marketing model Problem: Value plays a vital role in influencing purchasing decisions especially for small businesses that can’t compete on price. Savvy small business owners know that consumers use their experiences and interactions with their brand to shape their choices. These experiences begin before consumers realize that they have a need. Solution: As a small business owner, you must have a strategy in place that makes your product or service the obvious choice when they’re ready to buy. This is your SELL strategy.
- Now that we have LEADS you need to EDUCATE them. Consumers will only pay attention to you when they’re motivated to do so, and the best way to gain their attention is through interaction and education. Obviously, you’ll need to understand your target consumers before you can educate them. As you build out your content strategy; consider how your message serves your target customer’s basic, psychological or self-fulfillment needs. Then, build foundational content on your website, blog, social networks or other communication platform that meets those needs. Building trust is essential and it takes time. Consumers will take more of what they need to know from organizations that give them what they want to know. Continue to be helpful and useful in the content that you provide always striving to create experiences that: Makes your target consumer smarter Looks out for their interest They can easily access They can share socially
- Be helpful and the money will come
- Now that your leads are EDUCATED it’s time to provide the OFFER ----- To determine when to provide an offer you have to understand your target customer’s buying process. The best way to do this is to observe past customers actions and create a buying process map using past customer purchase behaviors. Then, match your sales process to their buying process. If you have a sales team or if you are the entire sales team you’ll want to optimize your resources so that you spend your limited time with consumers that are qualified. Lead scoring is a great tactic to use that will help ensure that you spend your time on those high converting individuals. Regardless of your tactic, the most optimal time to make an offer to a consumer is when they’re evaluating options and before they finalize recommendations.
- Now that you know a little bit about the OFFER stage, it’s time to CLOSE the sale.
- Closing the sale isn’t just an exchange of money.
- It’s about excellence in delivery, great communication and establishing a lasting relationship… How do you ensure “Sales Excellence”? • Easy payment processing • Written documentation • And most importantly… WELL TRAINED STAFF
- Getting started with your Sell strategy involves three unique stages: Educate Offer Close
- Wow is the third phase in Lifecycle Marketing • Describe current state (PROBLEM) • Describe NEW state (BENEFIT) ----- Problem In today’s economy, competition is fierce. This means that you must differentiate your business from those of your competitors. Benefit If you’re not differentiating your business based on price, you must differentiate it based on value. The best way to do this is by delivering a consistent Wow experience to your customers each time you interact with them.
- Let’s get into how to WOW Don’t just deliver. Deliver with WOW Go above an beyond to earn your customer’s loyalty This doesn’t have to cost a fortune
- The first stage in delivering a Wow experience is to deliver more than what you promised. This may seem simple and obvious, but in the hustle and bustle of daily work, it’s often overlooked. To deliver a wow experience, make sure that you’re providing the service or product that your customers pay for in a timely fashion. Then go above and beyond their expectations by providing additional value that leverages your strengths.
- What WOW could you deliver for $5? • lottery ticket • starbucks gift card • discount coupon • etc
- Now that you DELIVERED with WOW. Can you OFFER MORE? ----- The second stage in delivering a Wow experience is to offer more to your customers. Determining what to offer and when to offer it involves a bit of strategy. According to Stephen Covey, the author of The 7 Habits of Highly Effective People, human beings have an emotional bank account. This account starts with a zero balance and fluctuates based on deposits and withdrawals. When more emotional deposits are made into consumer’s emotional bank accounts, their trust and confidence grows resulting in stronger relationships. The easiest way to make deposits is to determine how you can help your target customers and provide a solution. The solution doesn’t have to be your specific product or service nor does it have to result in a sale. Your solution can be as easy as providing tips and resources related to their inquiry. The key to a strong relationship resides in your ability to make more deposits than withdrawals.
- And last, but not least… Ask for Referrals. Why don’t more people ask? ----- You’ll spend less money marketing to existing customers than trying to attract new ones, so that’s why it’s so important to wow them from the start. Anticipate their needs and deliver more than what you promised in either quality, quantity or by recommending something that satisfies their needs. Leverage your strengths because that’s what sets you apart from your competition and don’t be surprised if you start hearing from their friends. Referrals are one of the cheapest ways to expand your business; wowing your current customers is the fastest way to earn referrals. Finally, asking and rewarding customers for a referral completes the Wow experience. Effective referral programs are a big win for small businesses because they help customers develop habits that include your company. Consider establishing a referral program with rewards that are easy to obtain. Providing small gift cards, discounts or movie tickets for referrals is a great way to demonstrate your appreciation.
- Wow is the third phase in the Lifecycle Marketing model. Getting started with a Wow strategy involves three key stages: Deliver and Wow Offer More Get Referrals
- Have the audience repeat after you…attract, sell, wow.
- Have the audience repeat after you…attract, sell, wow.
- Speaker Details: Ramon Ray Small Business Evangelist, Infusionsoft Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth. Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices. He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author. His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing. Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology. Session Description: Join us on an exciting journey to learn the steps to get new customers and keep the ones you have. Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal: attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.