It’s beginning to look a lot like the last week of sales activity before the new year!
Who’s hustling through the holidays?
Who’s thrown in the towel and started on eggnog?
Here’s a quick list of what’s coming up.
- 📧 Sales: Cold Email Masterclass
- 🎯Marketing: A Customer Avatar Helps You Find The Buying Trigger
- 💻 SaaS Of The Week: Copy.AI
- 🎧 Other People You Should Listen To
- 📚 Other Things You Should Read
- 🧠 #ScottsThoughts: Control Is Not Leadership
📧 Sales: Cold Email Masterclass
Email is dead.
Cold email is still one of the most effective ways to get in touch with people.
Most people just do it wrong.
A good friend of mine @blackhatwizardd, not only uses cold email to secure thousands in new business for his own cold emailing firm, but also teaches people how to find leads and cold email effectively.
Regardless of whether or not you’re working in a startup as a full cycle sales rep, have an SDR or are starting your own business, you can easily source some new leads and run email campaigns with some of his strategies.
🎯 Marketing: A Customer Avatar Helps You Find The Buying Trigger
The day was hot, and I was exhausted from running five kilometers. The Rugged Maniac obstacle course was filled with mud pits and climbing nets. After 37 minutes on the course, I was thirsty.
As soon as I crossed the finish line, I was handed a T-shirt, a medal, and a beer token. But what I really wanted was more water, and my bottle was empty.
An enterprising young entrepreneur was nearby, sitting on a cooler full of ice-cold water bottles.
‘Five dollars,’ he said with a grin.
Have you ever had this experience? You see something you want so badly, you’re willing to pay for it immediately. This purchase will solve a problem so well, you are ready to throw down the money right that very second.
That’s what I did for that $5 bottle of water. I drank it in one long swig, and it was worth every penny.
The Buying Trigger Shows You Where To Sell
A ticket scalper doesn’t sell you tickets at the grocery store. They sell tickets at the entrance to the stadium.
The Customer Avatar for a ticket scalper is someone who wants to get into the stadium, but doesn’t have a ticket. At the stadium, a scalper can sell a ticket for many times the retail price. They pull the Buying Trigger by waving tickets in the air in front of the stadium entrance.
If I’m shopping for cheese in the grocery store, I don’t want to hear a pitch about why I should buy your ticket and go to the stadium.
But when I’m standing outside the stadium with a group of friends that all have tickets, I’m facing a problem. They’re all going inside without me. That is when a ticket scalper is exactly the person I want to talk to.
Look for the Buying Trigger in your customers. Find the people who are willing to say, ‘Shut up and take my money!’ and meet them where they are most likely to say it.
We Don’t Talk About The Buying Trigger Enough
When your marketing isn’t working, it’s usually because you are talking too much about yourself.
I know, I know, you’re great. Your story is interesting. There’s a whole journey that brought you through your life to this one moment. But when I’m thirsty at the end of an obstacle race, do I care about this vendor’s life story? Or do I just want what I want?
I paid for an over-priced bottle of water because it was the perfect solution to a tangible problem I was facing. My problem was so intense that he didn’t need to convince me about my thirst, or tell me his story. He just made an offer, and I happily accepted.
When could you make an offer, so it’s the perfect time for your customer? Where can you position yourself, so you are ready at the period of maximum discomfort? That is when customer are most ready to buy from you.
How To Find The Buying Trigger
A Customer Avatar has three main dimensions. The first is the demographic (who they are and what they’re like). The second is the problem they face (the problem that you solve). And then there’s your competition.
Market research helps you clarify your Customer Avatars. Your competition has already been marketing to this market for some time. They figured out a few things. They know how your customers like to be spoken to, and they know what they’re likely to buy.
Your competitors will talk about the objections that your customers have. Based on what you learn from your competition, you could anticipate those objections yourself.
Competitors will run promotions, and engage with communities where they get traction. Follow their trail.
The pain points of your customer can be found in the overlap of the demographic and the problem. What problems do these people face regularly? If they were in a group together with their peers, what would they complain about? What resources do they share?
In the overlap of the objections, the pain points, and your market research, that’s where you can find the Buying Trigger.
When you know the Buying Trigger, selling becomes easy.
1. Research your competition. Subscribe to their newsletters. Follow them on social media. Follow the trail they leave behind.
2. List every objection someone could have to buying from you. Write a sentence for each one, then write a paragraph as an answer to each objection. (This can become your FAQ page, too.)
3. Create a Customer Avatar (or three) so you know who you are talking to.
4. Find communities where these avatars congregate. Pay attention to their conversations, their questions, and their frustrations.
5. Take notes on what they say, and identify when they take action. When you discover someone taking action to solve a problem, make a note on your Customer Avatar sheet for future reference.
6. Identify the negative mood. According to a study by the Journal of the Academy of Marketing Science, impulse buying occurs 86% of the time with a negative mood state, but only 38% of the time with a positive mood state. What is the negative experience your customer is facing, when your solution can become an impulse buy?
7. Position yourself to provide a solution at the perfect time for the customer. Set up your proverbial cooler right next to the finish line of the race.
Finding the Buying Trigger is a much more effective use of your time and energy than rewriting your about page, or sending another newsletter.
If you can realign your content around the problems your customers face, and how to solve those problems, your marketing becomes much more effective.
Becoming an expert in the problems of your customer helps you articulate the solution better than anyone else.
With an offer custom-designed for the customer, you encounter less resistance in the selling process. Knowing precisely where to present this offer — at the critical step in their Customer Journey — can conserve your time and energy for your best work.
💻 SaaS Of The Week: Copy.AI
One of my favorite new GPT3 ai tools, Copy.AI helps you automate the tedious, and oftentimes frustrating, aspects of copy creation. Their tools help you brainstorm high-quality, audience-based copy in real time and it works REALLY well.
The tool is being built by Paul Yacoubian, who is currently building the entire tool in public. Go chat with him on twitter.
Paul’s also committed to launching a new feature every day, so it’s fun to follow, and it’s growing fast.
🎧 Other People You Should Listen To
One of the greats, Jeff Hoffman and Sales MBA Podcast is one of the most informative, and useful podcasts for sales strategy. Jeff is well known in the industry, and speaks about very tactical sales skills and strategies for over 20 years.
I enjoyed this episode in particular because it’s not only something we’re all trying to figure out, but it just highlights some best practices for prospecting that we should take forward, with or without Covid in 2020+
📚 Other Things You Should Read
Everything You Need to Know to Make Money Writing on Medium by Andy Kinsey
🧠 #ScottsThoughts: Control Is Not Leadership
First, a quote.
Control is not leadership....
Management is not leadership.
Leadership is leadership.
If you seek to lead, invest at least 50% of your time in leading yourself—your own purpose, ethics, principles, motivation, conduct.
Invest at least 20% leading those with authority over you and 15% leading your peers.
If you don't understand that you work for your mislabeled 'subordinates,' then you know nothing of leadership.
You know only tyranny.
- Dee Hock, founder and former CEO of Visa.
What is the litmus test for good leadership?
Are you leading from the front or the back?
Are you telling people to do more or are you teaching people how to do?
Have you worked for a manager? It's probably made you want to quit your job.
Have you worked for a leader? These are the people that you learn from, that make you want to give 110%, every single day.
The answer to the question, are you a manager or a leader lies in a simple question.
Do those who are being served grow as professionals and as human beings?
If so. Then keep going.
Reevaluate your role and take a hard look in the mirror.
You’re hurting more than helping.
That’s it for this week.
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Have an awesome weekend and happy holidays & new year.. I’ll see you in 2021.
God… let it be better than 2020.
- Scott ✌️