Buy'ology marketing success in this digital age -ihrsa congress presentation - seville 2016
A 5-step strategy that will change the way
you market your business.
Chief Buyologist / CEO
as you know it
There is now a new
world order, where the
customer is in control.
But it has never
been easier to grow
To survive and thrive
in this new social-
you have to master
5 key strategies…
& become a
& sell with
Understanding why people
buy anything at all in this
modern social-digital world
People no longer have any
real interest in your actual
product or service.
Your members are only
interested in how they will
make them look and feel.
People buy not on price
but on wants and needs.
And 85% of that buying
decision is emotional.
Only around 15% of any
purchase is driven by logic.
Only 4% of men buy a watch
just to tell the time.
The most expensive dress you’ll
ever buy is the only one you’ll
The average female has 32 pairs of
shoes, but only one pair of feet.
Price is 85% irrelevant.
Purchases are made on
value and affordability.
So what and WHO
do you stand for?
And what do you
Align your marketing
with how people now buy
‘old’ media advertising is
70% less effective than it was
just 6 years ago…
People are now looking for
products and services sooner and
in completely different ways……
Smart Phones & Tablets – Google
Facebook – 4G & Broadband
How people buy…
The 5 steps of the ‘change continuum’
Traditional marketing focuses on
driving contact only when the customer
reaches the purchase point…
Ultimately traditional marketing is
simply preaching to the converted.
BUT people are now looking for
the solutions you offer long before
you go searching for them
Ultimately preaching to and
To thrive in this modern digital age you
MUST align your sales & marketing funnels
with this new consumer ‘buying’ funnel.
2. YOUR VALUE STRATEGY
3. OWN THE SEARCH
1. Lead Generation – 10X your enquiries
2. Liquidation Offer – Get the sale anyway
3. List Nurturing – spend increases with trust
4. Closed Selling - [ 10X Trigger campaigns]
5. Ascension Selling - [ 10X Trigger Campaigns]
STANDARD SALES MODEL
LEAD GENERATION MODEL
ARE YOU MR PRE SALE?
ARE YOU THE LAUNCH GUY?
I’m the Trigger Campaign Guy
Bringing it all together…
Build everything around
a web-centric platform.
‘Why just have a web site…
When you can have a 24/7 365
sales and marketing machine’
The real power of the
5–step strategy is
A ‘LIST’ allows you to leverage all of
the 5 Key Profit Streams - FOREVER…
1. Sell new Customers and Clients
2. Sell the same things more often
3. Sell them additional products/services
5. Sell them more things they aren’t
even aware they actually need right now
4. Upgrade them to higher priced services
“Let’s write my mum and dad
a swimming pool”
Create your own
money printing machine…
By just ‘turning the taps on
Some companies that get LEVERAGE!
SKY TV sent 32 MILLION direct mail pieces
Talk Talk made 60 MILLION sales calls
easyJet sent 775 MILLION emails
Coca Cola tweeted 15,000 times
Apple sent 75 BILLION emails
It works regardless of price…
We signed up a Client onto our Elite
programme on the 23rd of last month.
We sent them their first direct
marketing piece on February 3rd…
744 emails and 123
trigger campaigns ago…
+44 7525 153 888
and I’ll send you a crib sheet of all the technology
we use to deliver our Client marketing strategies.
PLUS EXACTLY HOW WE DO TRIGGER CAMPAIGNS
JOIN MY ‘LIST’!