Since Part 1, I’ve been trying to ramp up my sales skills and actually close a sale. So I bought 3 sales books. The problem with these sales books is that they are mindset oriented rather than action oriented. I’m looking for a technique or a script I can use today, whereas instead these books give general advice on trying to understand the customer. I agree that this is something that I should know, but is not directly applicable.
One of the key things I learned is that selling to VITOs (Very Important Top Officers) is a lot different than selling to common small business owners. VITOs are hyper-busy and want you to be direct about your offer. Small business owners on the other hand, appreciate small talk and compliments. They like formalities and building friendships before buying.
I also learned some copywriting. It’s surprising how difficult writing a simple email copy is. It’s also surprising how little material there is on teaching writing small business email copy. I’ve asked Sebastian Marshall and Daniel Odio and they’ve offered suggestions. Sebastian told me that I needed to shorten my copy, and to have a stronger call to action.
Then I posted in Daniel Odio’s community section.
From all this, I pretty much got the message that telemarketing is the best approach. I found some great threads on Warrior Forum, the most helpful was by Pantera.
He then posts his telemarketing script which I have edited to fit my business, and will be using starting next week.
For now, my cold email copy is this (I wrote it today, sent one email out this morning, and got an interested reply so…100% response rate?):
Sebject: Interested in video for your website?
Hello Calla,Have you thought of putting an identity reel of your business for customers to see on your website?About 46% of people say they'd be more likely to seek out information about a product or service after seeing it in an online video. (Source: Eloqua)If you're interested, we could produce video for you that would look similar to this:
A few months ago I was talking to my friend Tony, a video producer. He said his business was going well but he’s relying too much on his former company referring him business and has no idea how to generate business for himself. Since I am interested in marketing and selling, I told him I would market his services for him with a 30% cut. He agreed.
I started off as clueless as he was. I knew that marketing required segmenting the population, and really zoning in on the target niche. However, almost anyone with a product or service could benefit from video production. My assumptions were that those who demanded video production services didn’t need much convincing, but I had no idea how to find these people.
I posted in Sebastian Marshall’s community section and someone commented that while he (the commenter) was working as a web developer, clients told him that they needed these services. This gave me an idea.
I could target the middleman, the people whose clients may demand my services: marketing agencies, graphic design agencies, and web development agencies.
Lucky for me, I had already located an example email script. I pulled the email script from Ramit Sethi’s book, “Finding Your First Profitable Idea” and tweaked the wording.
Edit: I gave up on financial goals in late 2011 after some huge financial and artistic wins... money shouldn't be taken too seriously. For the record, they were all basically on track, some were being massively exceeded, others were a bit behind schedule, but were all happening.
I set my next 10 years of financial goals on June 28th. That was exactly a month ago.
1 year - Critical Thinking [my first book] out. Blog income trickling. Some info products. Some freelancing. Something else, some X-Factor thing bringing in cash. Net monthly income positive. Health insurance. $50,000 in the bank. Expenses = income per month minimum.
3 years - 3 to 5 books out, many products out, blog income robust, some working on big exciting deals. $10,000 per month total, $5000 passive at least. First property owned. $300,000 in the bank.
5 years - 7-10 books out, many many products out, many passive income internet properties, working on big exciting things, $50,000 per month total, $40,000 passive at least. $1,000,000 in the bank.