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Cheyenne Carroll #IMSLC: The Art & Science of the Offer
- 1. THE ART & SCIENCE OF THE PERFECT OFFER Cheyenne Carroll
- 2. The Problem • Focus solely on the sale • Only offer value for those who are ready to buy • No clear calls to action
- 3. Why is this a problem?
- 4. Create clear paths for all buyers Want something from someone? Offer them value first. Focus on them. – The Sales Whisperer
- 5. How? Create the right offers and position them the right way: • Step 1: Know your buyers • Step 2: Understand their buying cycle • Step 3: Match offers to buying cycle • Step 4: Capture leads
- 6. Step 1: Know your buyers • Who are my buyers? • What problem(s) are they are trying to solve? • What pressures or obstacles are they facing? • What are their interests? • What is their decision making process? • What is their role or position? • What questions do they have? • What are they comparing? • Where are they looking for info?
- 7. Step 2: Understand their buying cycle • Awareness - realizes they have a need or need to solve a problem (looking for information/education) • Consideration - defined their problem and are looking for a solution (looking for options) • Decision - defined their solution strategy and are looking to buy (comparing options; ready to pull the trigger)
- 8. Step 3: Match offers to buying cycle • How-to videos or tutorials • Checklists • Ebooks • Articles • Blog posts • Case studies • Cheat sheets • Checklists • Ebooks • Email • Infographics • Podcasts • Reference guides • Slideshares • Surveys • Templates • Videos • Visual content • Webinars • Whitepapers • Kits • Large definitive guides • Workbooks • Quizzes • Assessments • Analysis • Demos • Pricing info • Proposal • Bid
- 10. Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. • Beginner’s Guide to Buying Gym Equipment [Ebook] • New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] • Gym Equipment Budget Template [Excel spreadsheet] • Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet] • Request a quote • Phone assessment of equipment needs Jimmy Gym Owner
- 11. Step 4: Capture leads •Position offer on a landing page •Determine appropriate form fields to require
- 12. Step 4: Capture leads • Email only • Presentation slides • Checklist/scorecard • Podcast • Name & email • Ebook • Newsletter • Ecourse • Report/whitepaper • Name, email & company information • Webinar • Consultation • Product demo
- 22. • Step 1: Know your buyers • Step 2: Understand their buying cycle • Step 3: Match offers to buying cycle • Step 4: Capture leads
Editor's Notes
- Missed opportunity – missing out on capturing any info, missed out on potential customers, etc. If they’re not ready to buy, then they just leave and we don’t know who they are or if our services or product really would have been great for them
- You need to care about and focus on providing value and offers for people who are not prepared to buy just yet, but who may with some additional nurturing and content
- Think about and research your buyers from before they even know you exist; sometimes you hear terms like buyer personas, or customer profiles Where are they looking for info – search, social, pinterest, referral
- As you are working to understand the buying cycle, you need to think about what the questions or inquiries your potential buyers will make at each of these stages Let’s say I work in an office and I’m starting to notice we’ve got some computer trouble, our computers are running slow, or our server is having issues. Why is my computer behaving this way? What does this mean? I’m doing research Consideration – our computers are slow because they have a bunch of files they don’t need, it’s running these different programs. We need an IT guy – now do we hire in-house, or do we hire a company/outside tech What is the cost comparison. What are our future needs. What is a checklist of things to consider? Decision – we are going to hire a company. In this case, you want to be the company that provided the offers and captured information from them to help them come to their solution and hopefully hire your company
- There are tons of different kinds of offers you can create. It depends on your product or service and your buyer personas which offers are the best for you/your company. It also depends on what content is included in the offering that makes the format applicable to different buying cycle stages.
- This is a template that demonstrates how you can layout visually the appropriate offers for each of your buyer personas at each phase of the buying cycle. The one extra column you would probably want to add is to indicate where our personas are going to come into contact with our offer - search, PPC, social media, on our website, etc.
- To capture a lead you need to really give people a reason to give you info to get it - make it compelling. A lot of times you have to do just as much selling to get people to give you their info as you do to get their credit card info
- We could spend a few hours talking about great landing pages, but we’ll go through some examples that will illustrate good examples while we focus on the offers
- The guiding principle is that you want to ask for the amount of information that people are willing to give you for the offer -- this requires testing and as you adjust the form fields you will discover how much you can and cannot ask for based on the offer, quality of lead that is captured, # of leads captured, etc. Asking for less information will typically yield a higher volume of leads, but the leads may be less qualified. Asking for additional information can help filter or qualify leads. Name & email – for more personalized lead nurturing Company info – company size, phone number, etc.
- Unbounce – example of awareness
- Unbounce – example of consideration
- Unbounce – example of decision