[vitto]

Originally Posted by reilly3000

You should really look at getting freshbooks. Its a SaaS billing solution that lets you invoice AND charge your clients (including EASY recurring billing) via e-mail or snail mail. The good thing about the snail mail is that they MAIL IT FOR YOU.

Its a great way to automate a mundane task and very affordable. The invoices look very professional and your clients get an online interface to pay bills/check their balances, etc.

FreshBooks - Online Invoicing, Time Tracking and Expense Service

Thanks! this look very interesting.

[ijohnson]

I found this thread last night and have spent hours reading and absorbing. I'm still a couple of pages from the end of it but had to stop and THANK Dexx, AP, Madulali, Maria and every one else who shared their knowledge or asked very probing questions.

This thread is GOLDEN and PRICELESS!!!! It has really shaved off countless hours of researching and pondering over what to do or where to start. Just can't thank you all enough.

P.S.: I ran out of "THANKS"!!!!! Is there a limit on the number of "THANKS" you can use in one thread? If so, I guess I used them all up way back at the beginning of this thread. :-(

As I learn and apply (within the next couple of months) what I'm finding here, I will be back to share and give more "THANKS" in my posts.

Please keep 'em coming.

[vitto]

Originally Posted by Steve Peters Benn

Hey Vitto,

A good proposal, in my opinion, is proof and scarcity - not all the rubbish and ego inflating (of yours and theirs that goes with it). Proof is very important, but a lot of people struggle to get their head around it and accept it - presenting it in an easily digestible manner is really important...

I totally agree. I just didn't want to send him something via email without being able to speak to him in person or on the phone. I needed to find out what his needs and wants were. Sure I could have sent him a great proposal but if it did not cater to what his needs and wants were, then it would have been sent in vain. My sole purpose in the beginning was to get in the door. I didn't know whether my reply would get me in the door, I just typed it, sent it and it worked.

[AP]

A few members sent me a PM and stated that I should Re-post this info. They said many members just read the 1st post and comment.

Feel free to add to the discussion about how to position yourself or perceived credibility. We're all here to learn.

Thanks

~AP
----------

How to Position Yourself
-CREDIBILITY-

From Wikipedia:

Credibility refers to the objective and subjective components of the believability of a source or message.

Traditionally, credibility has two key components: trustworthiness and expertise, which both have objective and subjective components. Trustworthiness is a based more on subjective factors, but can include objective measurements such as established reliability.

Expertise can be similarly subjectively perceived, but also includes relatively objective characteristics of the source or message (e.g., credentials, certification or information quality).

Secondary components of credibility include source dynamism (charisma) and physical attractiveness
------------------------------------------------------------------------

I'll list some of the ways I develop MY credibility BEFORE I introduce myself to a Prospect (not yet a client).

The #1 method is to be a book Author (I have 2 books that are linked to Barnes & Noble and Amazon). Instant Credibility, I am the Authority figure immediately. Clients will not debate you. I jokingly say "I wrote a few books on this subject, just Google Me or go to B&N, Amazon, etc..."

There is currently a WSO on WF right now: "The Amazon System-How to Write 1 Book per day" You're a fool not to buy it. It can make you Millions over your career. Seriously. Try getting a check for $25,000 to $100,000+ from a client withOUT being an Author.

You're losing so much money if you don't have a book. Not only do you lose money, but the Sale is 10x harder without a book. I have NOTHING to do with this WSO. I did buy it because I want to create another quick (11) books so I can say I've written over a dozen books.

When I am referred to a prospect I send my "Shock & Awe" package with my 2 books before we talk.

Radio Show: Go to >>> Talk Radio Podcast - Blog Talk Radio and record a radio show. Have it Digitally posted to your webisite. FREE.

So far you are an Author and have appeared on a Radio program.
Less than $50 and a little labor.

Website:

• Use FedEx and UPS logos (These companies spend Millions to market themselves. Use their credibility to rub off on you.)
• USPS logo
• Local phone number, Toll-Free if marketing out of your area.
• Credit Card logos (methods of payments accepted) in the prospects mind you have been Approved by 3rd party vendors who have spent Millions developing their credibility and they have Approved YOU.
• BBB logo (if you can afford)
• Local Chamber of Commerce logo (become a member, even thought I despise them)
• Offer some type of powerful "Guarantee" make it a logo
• Have PayPal and Google logo checkouts
• Post your Hours of Operation
• As seen on Google, Yahoo!, MSN, Bing, etc...
• Any Awards you have earned. Can be used even if it does not have anything to do with your work. Charity support, etc...
• A picture of yourself (even better if you have a puppy next to you)
• Press Releases: Electronic, Newsprint, etc...
• Any Association you belong to
• Affinity groups
• Testimonials: Splash these all over your site. Do NOT have a separate page.
• Favorite Charity logo
• Favorite Books you recommend
• Celebrity Endorsements if you can get it.
• Pics with Celebrities. I have pictures with Dan Kennedy, Perry Marshall, Jay Abraham, Tom Hopkins, and many others on my site, shaking their hand or standing side by side.
• Pics with "Centers of Influence": Doctors, Nurses, Police, Fire, EMT, School teacher,
• Contact page: Picture of your office or building. Google Map, Fax #
• Link to Secretary of States office to YOUR Business Listing
• Create a video of YOU speaking for a few minutes.
• Audio with a Static picture will also work

That's it for today. I'm sure I'll think of more.

This information is Worthless unless you IMPLEMENT.

Hope this helps.

~AP

[Dexx]

Press Releases are definitely a must have, and really no excuse for not using them.

Either get them outsourced, or write them, I'm just finishing up some other projects right now and then I'm going to get my first book done up for Amazon.

Once that's done, you better believe it'll be Press Release central to promote that book, and also show those PRs off to potential clients.

The charity logo is a great touch I never thought of, even something like stating you donate 10% of all services to charity can help with promotion. =)

[vitto]

I have a quick question. In the process of positioning yourself as THE EXPERT or GO TO PERSON, are you directing clients to your company's website, sales letter, or yourname.com? Im trying to figure out which to put my new bizcards

[Dexx]

Depends on your marketing funnel and goal is for the leads you generate I suppose...combined with what you want their first impression of you to be.

[AP]

Originally Posted by ijohnson

I found this thread last night and have spent hours reading and absorbing. I'm still a couple of pages from the end of it but had to stop and THANK Dexx, AP, Madulali, Maria and every one else who shared their knowledge or asked very probing questions.

This thread is GOLDEN and PRICELESS!!!! It has really shaved off countless hours of researching and pondering over what to do or where to start. Just can't thank you all enough.

I can honestly tell you it has Shaved off years. It takes years of Trial & Error, paying gurus like Dan Kennedy, Perry Marshall, Jay Abraham, etc...to learn and implement this. Even if you read this in a book, there's no feedback. You're hoping the author didn't leave any missing info, part of the process, etc...

Plus the Confidence you gain knowing that other members here who are not deriving any benefit from you are stating they are making money using these concepts.

I had a friend of mine here call me last night. He is not doing well using my concepts, he was very depressed.

He is Desperate for money and is trying to sell people. I have told him 50,000x times, people don't want to be SOLD. They want to BUY.

But no, why listen to me? :confused:

After all, I taught him everything he knows about marketing. I told him "why aren't YOU marketing YOUrself the way you do for your customers? Why do YOU think YOUr sales PROCESS should be different?

He doesn't get it. He keeps telling me how desperate he is for money. My utilities are being shut-off, my car is 2 months past due, etc...

I was very blunt with him. I told him to STOP trying to Shortcut the P-R-O-C-E-S-S. It really P***** me off when someone thinks they can go around established-proven methods.

I told him the "PROCESS" doesn't give a "****" about your car payment. YOU keep trying to circumvent the Process for a quick buck and now YOU see the results.

I tease my Prospects, dangle carrots, and have them believing that maybe MY way is better.

• Position yourself properly
• Target the right Prospects
• Ask the right questions
• Educate the Prospects through your initial presentation and auto-responder follow-up (CRITICAL) Miss this and it's over.
• Prospect will call you

I keep telling everyone, "it ain't hard, quit making it harder than it really is." If done correctly the entire process from initial contact to Check is 2-3 weeks.

That ain't long folks. $5,000 upfront and $1,497 month = $23,000 year one if you do it right. Don't forget years 2+, referrals, testimonials, etc...

Let's say you don't have my skills. What's wrong with $497 upfront and $497 month, $6,500 year? Is that not possible?

I told my friend (who's now reading this) if you can't do what is proven then go get a J.O.B. (Just Over Broke).

Either do it right or continue to buy more WSO's and look for the next Silver Bullet.

I know of no faster way to make $10,000 in the next 3 weeks than to Market to Offline Brick & Mortar.

Gun to my head, offline all the way!

~AP

P.S. Sorry for the rant. Had to get this off my chest.

[AP]

Originally Posted by Dexx

Press Releases are definitely a must have, and really no excuse for not using them.

Duh! How did I not include that. Thanks Dexx.

Press Releases are the 2nd item to do after you have written your book.

Here are a few sites I use:

Free Press Release - Online Press Release Distribution Service

PR Log - Free Press Release Distribution & Free Press Release Submission

Free Press Release Distribution Service

Submit a Press Release in Free Press Release Center

Press Release Distribution & Free Press Release Submit @ 1888 PressRelease.com

Paid PR: News Release Pricing - PRWeb News and Press Release Distribution

[sb]

Positioning yourself for credibility:

Quote authoritative sources. "It's an economic Pearl Harbor. The recession will be longer and deeper than most people think. This will not be short and shallow." Warren Buffett. World's Richest man (Source: Reuters, March 9th 2009)

When meeting with prospect, control the conversation itself by asking probing questions.

Educate. Give away free content and do Q&A's whether it's through your website, autoresponder, workshops or at Meetups. Be the teacher.

Brand yourself. Use tag line or USP and logo.

Interview recognized experts and use their names, quotes and interviews in your marketing materials.

[AP]

Originally Posted by healymedia

Question regarding the "Set up fee + Monthly" pricing strategy.

What exactly does the set up fee cover? If they say to you "What will you be setting up?", what do you say to them?

I only ask since it seems like every client gets one even though every project is going to be slightly different, so I wonder how you explain it to them.

Cheers
Ryan

Whatever I want it to.

In all seriousness, my research and development cost to Position my clients properly.

Detailed analysis of their site to give to their web guy. Researching their Process, their competitors, hanging around their office for a day watching the process and interviewing employees.

Whatever it takes me to rocket their sales fast, that's what I charge to do it properly.

Remember, I work the Inside 1st.

Internet, SEO, autoresponders, Google Maps, etc... is the last thing I do.

~AP

[Fernando Veloso]

Since this thread came alive I decided to tune up our company strategy: new approach, new site, new presentation (video)...

We've had some major brainstorming over here for the last days trying to grab the best converting headline, copy text, approach etc (did you guys checked Dan Kennedy's Youtube videos? Priceless!!) and so far we're learning a lot. And I mean A LOT. Thanks everyone who contributed!!!

Now, the Funny thing:

Just a couple minutes ago we had a call from a present customer. We're creating some web and graphic stuff for one of his companies. He wanted to know if we can develop some packaging and another website for another of his companies.

I say sure, what's the company? Target? etc...

So... This is a company with a huge market online - but he doesn't know how to dominate that market and all the cross markets available. It's insane. He owns the factory, has the employees, trucks, everything. He's missing the target.

Tomorrow we'll meet with him.

Funny thing: as soon as we start tuning up our company, our brains, our approach and our goals, this happens.

Karma?

[AP]

Originally Posted by sb

Positioning yourself for credibility:

Quote authoritative sources. "It's an economic Pearl Harbor. The recession will be longer and deeper than most people think. This will not be short and shallow." Warren Buffett. World's Richest man (Source: Reuters, March 9th 2009)

When meeting with prospect, control the conversation itself by asking probing questions.

Educate. Give away free content and do Q&A's whether it's through your website, autoresponder, workshops or at Meetups. Be the teacher.

Brand yourself. Use tag line or USP and logo.

Interview recognized experts and use their names, quotes and interviews in your marketing materials.

Funny when I read that. My first Free Report (9) pages has that statement and others page 1.

Probing questions are a MUST. Prospect needs to believe YOU really care about his succcess. All these other wanabee YP reps are selling while you are asking probing questions about their business.

I give away very valuable content that can help the client TODAY. I have the client "thinking" Wow, if this is Free, imagine what he'll do when I pay him? Many times I give away 50% of my secrets before the prospect signs up. They always forget later what was free and what they paid for.

A few months ago I was doing a JV with another Offliner and I gave away my entire Business Blueprint for free. The prospect didn't know that. After we signed a $50k+ deal the client said "what else is there?" I said "Nothing." We now need to implement these strategies and that is part of the process. Implementing these strategies is not feasible for your typical business owner.

I have a great USP. Folks, spend a lot of time developing your USP, very, very important. It's not a slogan, but it separates YOU from everyone else.

Yes, I use credible 3rd party ALL the time to backup my statements.

~AP

[MADULALI]

I want to give everyone a million dollar tip in a moment...

But first, let me thank AP for his contribution. I pop in a once or twice a week and add my two cents worth and it takes me 10-15 sometimes 20 mins to say what I have to say in my posts, simply because I have so much to say and but don't want to bore you guys with a that is 10 pages long. (Yes, I can type. I type approx 75 words per min )

So, I know AP is giving up hours of his valuable time per week providing "Million Dollar Gems" based upon the number of post he has made for FREE!

In this thread there are tips and strategies that you can take to the bank without you having to invest over $200,000 and counting that I have invested in my marketing/business education over the last 4 years!

Now, here's my million dollar tip:

You can use this if you are ever in a situation where the business owner is going to shop your services (With experience and proper education, you will not have owners to shop your prices. When they call you, it is to beg you to take them on as a client):

Business Owner: I like your services and the prices that you have quoted me, but I want to check with some other companies just to see if I can get it cheaper.

You:That is great Mr. Business Owner, I would certainly encourage you to check with some other companies just to ensure that you are getting the best value for you. However, I would caution you that whomever that you are dealing with, if they do not use the "Target Confidential Marketing Analysis" I personally would not deal with them.

That form is something that all providers such as myself should use to make sure that we provide you exactly what you need. If they don't use or have that form, then I would be very leery about using them. As you know, there are so many scams out there.

Most of the time, those guys that do not have that "" will offer cheap prices in order to get there feet in the door before they set you up for the kill.

Business Owner: Thanks you so much for your advice. I most definitely do not want to be a victim of a scam.

******Conversation Later*******

Business Owner:Hey You, I had 5 other companies to come out and give me a quote and I asked each one of them if they had the "Target Confidential Marketing Analysis" and not a one had it. They seemed as if they had no idea what I was talking about.

So, even though their prices were a little cheaper, I will rest better at night using you.

When can we meet and get things rolling?

*****End of the Script*****

So, what exactly is the "Target Confidential Marketing Analysis" you ask? First, before I answer that question, hopefully you see how you would have a competitive advantage if you were the only person in town that had the "Target Confidential Marketing Analysis".

Also, in order to ensure that you are the only person in town that had the "Target Confidential Marketing Analysis", you want to make sure that the competition can not get their greedy hands on the "Target Confidential Marketing Analysis". So, how do you go about doing that?

Very simply...the "Target Confidential Marketing Analysis" is something that you made up. It could be the name (of course you can change the name of the form above to whatever you would like) of any form that you use to interview your client to find out exactly what their needs are. (Dexx has such a form that he sells as part of a WSO. I have purchased it myself)

The reason why your competition does not have and will not have the "Target Confidential Marketing Analysis" is because very simply, you made up the name of the form and you planted a seed as to why it is so important to have the form to ensure the success of the business owner.

This little script works great whenever you are faced with a situation of the owner trying to shop your services.

Not, go take some action.


Expect Abundance,


Michael

[Lance K]

Originally Posted by healymedia

This is probably great until they or someone figures out you're full of **** and that the 'target market whatever' is something you made up.
I'd rather get clients by showing them clearly how much knowledge I have and building their trust than by throwing some made up term at them to try and essentially trick them.

Well said, Ryan. You saved me some typing.

[MADULALI]

healymedia,

Quite contrary...the form does exist. I am using the form during my analysis with the client.

I will usually spend 30, 45 sometimes 60 minutes with the client going over the questions on the form.

My point is that you/we all use or should use some type of form to determine what the business owner needs are...so why not use the name of the form to your advantage.

You are not blowing smoke up their nose. As a matter of fact, they actually appreciate your thoughtfulness.

I am talking from experience, not from what might work.

Just my two cents worth.


Michael

Originally Posted by healymedia

This is probably great until they or someone figures out you're full of **** and that the 'target market whatever' is something you made up.
I'd rather get clients by showing them clearly how much knowledge I have and building their trust than by throwing some made up term at them to try and essentially trick them.

[Lance K]

I think Ryan's point is that your script seems to be making "Whatever Your Report Is Named" out to be the industry standard. Obviously it's not. Therefore, it's underhanded.

Originally Posted by MADULALI

healymedia,

Quite contrary...the form does exist. I am using the form during my analysis with the client.

I will usually spend 30, 45 sometimes 60 minutes with the client going over the questions on the form.

My point is that you/we all use or should use some type of form to determine what the business owner needs are...so why not use the name of the form to your advantage.

You are not blowing smoke up their nose. As a matter of fact, they actually appreciate your thoughtfulness.

I am talking from experience, not from what might work.

Just my two cents worth.


Michael

[DogScout]

sell results instead of commodities and you do not need to resort to such tactics. I have been asked if I had similarly named reports. My answer has always been, "Reports do not increase your net income. If you are looking to buy a report, I suggest you buy it from them because, honestly, I am too busy producing results for my clients to spend extra time making up reports. I might add, you can get forms at Office Depot and make up your own reports and save some money... have a great day."

(I feel the same way about 'meetings') Lol.

Also, if it takes me 30-60 minutes to 'close' a client, that is the 1st red flag I don't want that client. (typically did all the paperwork for a car, sold 1½ - 2 products and had them out of my office in 15 minutes... at 20 minutes I became bored and God forbid it lasted half an hour!)

[hydseo]

really i found interest in reading this whole thread .. i read many warriors are earning good money by doing offline marketing.. i just earn 2000 - 3000$ per month by providing services

Good luck

[MADULALI]

Lance K,

The above script that I posted is something that is optional. However, if your services are being shopped then the above script is something could help offliners.

Most offliners, approach business owners as internet/website guys.

So, most business owners, don't see any difference in them and the next web/seo guy, thus by they will show their prices. All web/seo guys will tell the business owner that they are the best etc.

If you have your marketing/sales funnel setup properly, you never have to deal with price shopping.

I met with a prospect yesterday that had been through my marketing funnel and shopping my price never came up.

I was in total control of the situation and the only question that was asked was whether or not I would be willing to work with them.

I will be developing a marketing/sales funnel for his company, training employees on how to properly handle the leads they receive. Also, I will be joint venturing with him with the 1,000 plus current business owners that he has in his network. (We are even in talks of creating a product that he can sell in his niche.)

Of course, my fees will be more then the typical $300-$400 or even $1,500 upfront fee that a lot of offliners get.

The point of the script posted above is that it is something for newbies to the offline world that have not position themselves as the "go to" person to use in order to not lose a sale.

Expect Abundance,

Michael

PS. I hope this clears up things.

Originally Posted by Lance K

Well said, Ryan. You saved me some typing.

[Dexx]

Originally Posted by healymedia

This is probably great until they or someone figures out you're full of **** and that the 'target market whatever' is something you made up.
I'd rather get clients by showing them clearly how much knowledge I have and building their trust than by throwing some made up term at them to try and essentially trick them.

The concept is actually more of the "secret" than the wording.

Basically with the interview method I use it positions as me as someone who is taking the time to actually LEARN about the clients market (often times enlightening the client at the same time) and showing I'm not just another marketer.

I remember the first time I used my interview method with a client (I thought it would take 15 minutes, ended up spending a full hour going through it) the Marketing Manager said "that was the most detailed consultation I've ever had"

The deal was done after the 2nd meeting =)

Keep in most the competitors really wont take the time to learn about your clients business. Thats where you want to set yourself apart.

Not to mention I use the information I gathered to form the marketing strategy that will be used to best get the attention / results from their target market...something I wouldn't be able to do without taking the time to learn more about how they operate (assuming its not a niche I already deal with).


Be the listener...not the seller...let them sell themselves on you.

[MADULALI]

DogScout,

Thanks for your input. What I am talking about using is the interview questionnaire to your advantage, not any type of special report.

My appointment with the client sometimes run as long as 60 minutes an in some cases even longer.

However, I don't mind because, I am not there to talk about being a web guy or seo guy. I am there to transform their business and make it more efficient and to put money in their pockets fast.

However, at the end of that 60 minute time with the clients, more times then often, I walk away from there with a 5-figure check, so it is worth my time.

If you would not spend 60 minutes to pick up a client that would put 6 figures in your pocket over the next 12 months then ...that's your choice.

As a current offline business owner myself, if you came to me and wanted to rush in and out then I would not do any serious business with you.

Sure, I would give you a check perhaps for $500 to $1,000 to be a web guy. But I most certainly would not write you a check for 5-figures with you only spending 10 or 15 minutes with me.

Sometimes, I actually spend many hours with the client studying their operations. Keep in mind, I am not a web/seo guy but the guy that will streamline and increase their business, usually in 60 days or less.

Michael

Originally Posted by DogScout

sell results instead of commodities and you do not need to resort to such tactics. I have been asked if I had similarly named reports. My answer has always been, "Reports do not increase your net income. If you are looking to buy a report, I suggest you buy it from them because, honestly, I am too busy producing results for my clients to spend extra time making up reports. I might add, you can get forms at Office Depot and make up your own reports and save some money... have a great day."

(I feel the same way about 'meetings') Lol.

Also, if it takes me 30-60 minutes to 'close' a client, that is the 1st red flag I don't want that client.

[sb]

[QUOTE=AP;1644950]Funny when I read that. My first Free Report (9) pages has that statement and others page 1.

Great minds think alike!

Actually, that quote came from a report I was just mailing out to a prospect. I bought the report from a Warrior, I believe. Can't remember who it was, dang it.

[Dexx]

Originally Posted by MADULALI

If you would not spend 60 minutes to pick up a client that would put 6 figures in your pocket over the next 12 months then ...that's your choice.

As a current offline business owner myself, if you came to me and wanted to rush in and out then I would not do any serious business with you.

Sure, I would give you a check perhaps for $500 to $1,000 to be a web guy. But I most certainly would not write you a check for 5-figures with you only spending 10 or 15 minutes with me.

On average I spend about 4 - 5 hours (spread over 2 - 3 meetings) to close $8,000+ deals.

It takes a great amount of trust and credibility to have a business owner trust handing you that much of their business' budget.

Now don't get me wrong, if you are already well positioned and established as an authority (as AP has shown above) then this might be less of an issue.

But this isn't 4 -5 hours of me convincing them to do business with them, this is me LEARNING about THEIR business and asking detailed questions etc.

Keep in mind everyone has their own ways of doing things, and don't get me wrong, it's not that I schedule long meetings, it's literally the business owner getting so excited that THEY keep talking.

Sometimes I even have to tell them that we need to wrap it up and continue at the next meeting.

Its very rare (I'd assume) for most marketing/ad agencies to take the time to learn about a company and their customers etc.

Business owners treat their businesses like their babies...and people love talking about their kids =)

Plus once they start opening up and sharing the real detailed / confidential stuff, you know the paycheck is a comin!

[MADULALI]

Lance K,

I see your point and that is a fair assessment.

However, the script can be reworded. It is not written in stone. (After all the script is not the industry standard . I could not resist)

I would encourage any offliners to reword it any way they like if they want to use the script.

I have not had to use it for years, because of how I have my marketing/sales funnel setup. By the time I speak with the owner/decision maker, it usually is the business owner asking me how can they do business with me.

In reference to doing anything underhanded, I don't recommend anyone doing anything underhanded.

Thanks,

Michael

Originally Posted by Lance K

I think Ryan's point is that your script seems to be making "Whatever Your Report Is Named" out to be the industry standard. Obviously it's not. Therefore, it's underhanded.

[MADULALI]

Dexx,

Thanks. Point well said.

Once, I spent a week studying the operations of a company that was doing 3 million dollars in sales.

At the end of that time, I gave them some strategies that immediately put an additional $300,000 in their pockets.

I would have never picked up a big check if I was only willing to spend a few minutes in the owner's business.

I always position myself as their marketing solution.

Not their web/seo guy.

True story, once business owner that I was working with, I increased his business so much that he asked me if I was taking vitamins and working out because he did not want me to die anytime soon.

Bottom line is when you become a valuable asset to the company, you are no longer a viewed nor treated like a commodity.



Expect Abundance,

Michael

Originally Posted by Dexx

On average I spend about 4 - 5 hours (spread over 2 - 3 meetings) to close $8,000+ deals.

It takes a great amount of trust and credibility to have a business owner trust handing you that much of their business' budget.

Now don't get me wrong, if you are already well positioned and established as an authority (as AP has shown above) then this might be less of an issue.

But this isn't 4 -5 hours of me convincing them to do business with them, this is me LEARNING about THEIR business and asking detailed questions etc.

Keep in mind everyone has their own ways of doing things, and don't get me wrong, it's not that I schedule long meetings, it's literally the business owner getting so excited that THEY keep talking.

Sometimes I even have to tell them that we need to wrap it up and continue at the next meeting.

Its very rare (I'd assume) for most marketing/ad agencies to take the time to learn about a company and their customers etc.

Business owners treat their businesses like their babies...and people love talking about their kids =)

Plus once they start opening up and sharing the real detailed / confidential stuff, you know the paycheck is a comin!

[scottmccollum]

Great post. Whats the best way to go about getting local customers? Do you call them? Go into their biz and how do you choose who you will go after?
How do you pitch it?

Thanks

[DogScout]

Originally Posted by MADULALI

DogScout,

Thanks for your input. What I am talking about using is the interview questionnaire to your advantage, not any type of special report.

My appointment with the client sometimes run as long as 60 minutes an in some cases even longer.

However, I don't mind because, I am not there to talk about being a web guy or seo guy. I am there to transform their business and make it more efficient and to put money in their pockets fast.

However, at the end of that 60 minute time with the clients, more times then often, I walk away from there with a 5-figure check, so it is worth my time.

If you would not spend 60 minutes to pick up a client that would put 6 figures in your pocket over the next 12 months then ...that's your choice.

As a current offline business owner myself, if you came to me and wanted to rush in and out then I would not do any serious business with you.

Sure, I would give you a check perhaps for $500 to $1,000 to be a web guy. But I most certainly would not write you a check for 5-figures with you only spending 10 or 15 minutes with me.

Sometimes, I actually spend many hours with the client studying their operations. Keep in mind, I am not a web/seo guy but the guy that will streamline and increase their business, usually in 60 days or less.

Michael

Your loss, not mine.

[DogScout]

Originally Posted by scottmccollum

Great post. Whats the best way to go about getting local customers? Do you call them? Go into their biz and how do you choose who you will go after?
How do you pitch it?

Thanks

Read all the posts by AP, he goes into who to pursue and how to do it step by step for maximum return.

[JRG]

Originally Posted by healymedia

This is probably great until they or someone figures out you're full of **** and that the 'target market whatever' is something you made up.
I'd rather get clients by showing them clearly how much knowledge I have and building their trust than by throwing some made up term at them to try and essentially trick them.

Yeah I can honestly say that reading it that was my first thought. Most of the guys who know what they are doing have a questionnaire.

It was just last month that I was BS'd by a competitor about how I didn't know anything because I had not read the "Google Visual Syntax Report" googled it to death and it doesn't exist. But apparently this report was going to teach me that my theory that a website visitor looks to the top left of a page first was incorrect. lol

[scottmccollum]

hey AP,
How does one break into offline mktg for local biz? Do you call them up?
Direct mail? Whats the best way to drum up those 1st accounts? How do you pitch
it and how do you choose who to go after? Thanks Scott

[AP]

Originally Posted by scottmccollum

hey AP,
How does one break into offline mktg for local biz? Do you call them up?
Direct mail? Whats the best way to drum up those 1st accounts? How do you pitch
it and how do you choose who to go after? Thanks Scott

Dude, seriously. I don't want to offend you, but I have spent countless hours entering these post. This thread was started by Dexx over 6 weeks ago. Many have contributed great content.

This is your 1st post in 2 years? Why is it that members come out of the woodwork after many years and they have zero or 1 post?

I've given info of my years of experience in the offline market, my 30+ years of marketing knowledge, and exactly how I do "it."

Could you at least read the post from all the members here? Many of us have contributed to this thread.

I don't mind helping others, but only after they have read thru all the post.

I have never given this info before without being compensated.

It's post like these that makes me want to not share my knowledge. :rolleyes:

I am posting here to also learn. I try and learn every day. The day you stop learning is the day you die. Many people graduate HS and die the day they receive their diploma, they simply aren't buried until 75.

Soon members will want me to actually work their clients and give them all the commission. :confused:

I want to learn from others here also. If I can add another arrow to my quiver, then so be it.

Peace.

~AP

[entrepenerd]

Thanks AP for posting that response. You beat me to it.

There's no excuse for asking a basic question like that after all you've given here.

Seriously people, read the thread before you post a question. If your question has not already been answered, then you can post.

[vitto]

Originally Posted by Dexx

Depends on your marketing funnel and goal is for the leads you generate I suppose...combined with what you want their first impression of you to be.

Thanks Dexx. I going to take some time (not long..lol) and think about my actual marketing funnel. I have a couple of major business events to go to in the coming weeks and i believe that i will be able to pull in some more new prospects and convert them into clients. So like previously stated by AP, market my self as if I was marketing my client.

p.s. once again this thread has changed my life. thanks to everyone that has contributed.

[jksarra]

Hi Guys

This is an amazing thread, alot of knowledge here.
Just have to remember now that without action this info is useless.


Just need the balls now to go out and start talking to business owners

Thanks guys
Josh

[AP]

Originally Posted by vitto

Thanks Dexx. I going to take some time (not long..lol) and think about my actual marketing funnel. I have a couple of major business events to go to in the coming weeks and i believe that i will be able to pull in some more new prospects and convert them into clients. So like previously stated by AP, market my self as if I was marketing my client.

p.s. once again this thread has changed my life. thanks to everyone that has contributed.

That's a big statement. I hope it does change for the better.

I wouldn't change what I do, love it. My clients immortalize me, yep. When you make changes to a company and they make big money you'll see how they treat you.

Please work all your Offline "Magic" on yourself 1st. Make it so that when a prospect views your website he says "that's a great site," or when a prospect Googles YOU, do you show up in the search engines? Have you completed 10 Press Releases? Is YOUR site ranked page 1? Have you written a book and your prospect has not? Is your Copy compelling? What about YOUR follow up with autoresponders? How can you tell them about follow up when you don't do it yourself?

Seeing is believing.

Market YOU first.

Implementation is Everything.

100% of the members here have more marketing knowledge than 100% of any Small business owner. Trust me.

~AP

[Dexx]

Originally Posted by jksarra

Just need the balls now to go out and start talking to business owners

My question would be "what's stopping you right from doing it now?"

Do you really care what some random person thinks?

You know what happens when you speak with that first business and he says "No?"

You move on to the next.

You won't receive a death penalty, no torture to fear, and I HIGHLY doubt they will laugh and/or insult you...they will be as professional (for the most part) as you present yourself to be.

Expect a polite no, and prepare to get ready to speak with the next one.

Now that being said:
Constantly learn from your rejections and improve from them!

WHY did they say no?

No money? No time? Don't think you're credible? Wanted to see examples of work?

Identify the objections you are receiving and work to reduce them.

Provide the credibility in advance, provide a no financial-risk entry point to get through the door and into their ear, make it brief so they DO have the time...etc.

There is NO Reason why anyone can't start talking to business owners Today.

As great as the information in this thread is, if 2 - 3 months from now all you have done with this information is read it...then you might as well not have read it at all.

Action, not reading, is what will get you the money you want.

[MADULALI]

Originally Posted by jksarra

Hi Guys

This is an amazing thread, alot of knowledge here.
Just have to remember now that without action this info is useless.


Just need the balls now to go out and start talking to business owners

Thanks guys
Josh

Josh,

I am a firm believer in that whatever you want to do in life you can achieve it if you believe it.

I came up with a quote that says: "People will never change until the pain of staying the same is greater then the pain of change."

So, here's a quick exercise that I use to get myself and have taught to some my students that will help you to take action and do something that maybe you are scared or very reluctant to do.

I visualize being in a financial bind and need to take action in order to make money in less then 30 days.

In this example it would be having to contact business owners and closing a contract in order to make money.

When we are faced with a crisis, more times then often we will take action to get out of that situation.

If the above example was true and you did not do anything, then you and your family would be homeless living under a bridge. You would not let that happen to you and your family because you won't get off your duff would you?

Most people never take action and make money because they don't have to. They usually have a safety net which is their job.

I hope that helps.

Go use this stuff.


Michael

[vitto]

Originally Posted by AP

That's a big statement. I hope it does change for the better.

I wouldn't change what I do, love it. My clients immortalize me, yep. When you make changes to a company and they make big money you'll see how they treat you.

Please work all your Offline "Magic" on yourself 1st. Make it so that when a prospect views your website he says "that's a great site," or when a prospect Googles YOU, do you show up in the search engines? Have you completed 10 Press Releases? Is YOUR site ranked page 1? Have you written a book and your prospect has not? Is your Copy compelling? What about YOUR follow up with autoresponders? How can you tell them about follow up when you don't do it yourself?

Seeing is believing.

Market YOU first.

Implementation is Everything.

100% of the members here have more marketing knowledge than 100% of any Small business owner. Trust me.

~AP

It (my life) has changed for better (unless new money is a bad thing...lol) by this reading and implementing only a few of the things in this thread and reading Dan Kennedy's Wealth Attraction for Entrepreneurs book, I have agreements that has raise my income for 2010 to $77,880 (when you add in deposits and monthly payments) from 4 clients (2 new and 2 existing) and its only January. So yes it has definitely changed my life for the better. The most important thing that I have been able to take away from this thread is mindset and taking action quickly (I think Eben Pagan calls the speed of implementation).

This thread is like having a bunch of coaches in your corner. anyway. thanks once again.

[Tsarina]

What do you guys and gals think ...

I'm giving away website and competitors analysis with all cool ROI info = basically a sales tool. Should it have a sales pitch and some kind of offer in it when I send it to people I never talked to?


What medical professionals would you contact:
1) with expensive adverting
2) no website
3) with website but no positioning

There is HUGE appliance store in my area with bad website and based on TV commercials nice budget. I got name and email of the store owner... but how do I approach him?

[Dexx]

Originally Posted by Tsarina

There is HUGE appliance store in my area with bad website and based on TV commercials nice budget. I got name and email of the store owner... but how do I approach him?

Send him a free report (printed off and placed in a nice folder addressed to him) that shows the massive financial damage to profits that a poor website can cause (not collecting leads, spending more to attract new customers instead of selling to old etc.)

Then showcase taking advantage of free video-based resources online (like YouTube) has already increased profits for several multi-million dollar companies by upwards of 140%+ (not to mention the cost savings vs regular commercials)

Add in the fact you can track views, and demographics, with online video (unlike commercials where maybe nobody is watching) etc.

Then have a method for him to contact you to arrange a time where you can provide further custom strategies to slash his marketing expenses while increasing sales...

Oh...and let him know that you also sent the same offer to 5 of his top competitors, but you'll only be helping one of them. (sense of urgency)

I dunno, thats just a fast example, but you get the idea.

Don't try to sell him on your help, give him some free information that makes him hungry for more.


~Dexx

[dremora]

Great post Dexx.I am actually working on my free report to send to a few prospects.

I picked up the phone and called some cosmetic surgeons in town today.
Guess what? Not even one was answered by a human being. All of them were 'press 1 to die, press 2 to go to phone hell..."

Old ladies who want a face lift will not put up with this. Old people hate machines, they like old school stuff. I bet whoever has the live human answering the phones is picking up the business.

I recommend pulling some stats with percentages, like Dexx' video advertising example. You can also pull stats on people hanging up on answering machines and preferring a real person picking up the phone right away.There were studies proving people prefer real person to answering machine.

Repeat business with old/existing customers is a key to increased revenues. Sephora cosmetics is a prime example of that. I recommend everyone (except AP) to take a look at it and study their marketing. They make you fill out forms at the store and online to join the VIP club to get coupons and free birthday gifts. No one says no. Some people are paranoid and don't want to give their email for the fear of spam but the clerks remind those that some exclusive discount coupons and free birthday gift codes are sent out only via email and they will miss out if they don't put their email. No one wants to miss the freebies and coupons from high end luxury brands so they all sign up. It costs nothing to become VIP club member anyway.

Then they email you on your birthday and remind you to come to the store and pick up your free gift. It's usually something from a big name brand and lucrative enough so you go to the store. Then you end up buying a whole bunch of stuff. They also send scratch lottery cards in holiday season. You can't scratch the thing at home, you have to bring it to the store and clerk has to scratch it, or you don't get to win anything.

You usually win some samples from a big name brand and you end up buying even more stuff. They send coupons and discount deals. They have software that keeps track of all your shopping, it knows what brands and what kind of stuff you like so they send nice visual newsletters customized for your skin type, favorite brands, etc.

They also send quarterly newsletters announcing free makeover sessions in your town. You need to call and make an appointment. Hey, free makeover, who would say no? You go there, they seat you and the makeup artist lets you choose whatever supermodel look you want from the catalogs. Then of course they sell you all the stuff they put on your face. If you can't afford it all they make a whole list of it for buying it later. Or they offer cheaper brands as alternative solution.


Then they send another newsletter reminding you have x amount of points in your VIP club account and you can now claim your free gift with it (which is something really nice, depending on the points and how much you shopped before) so you get hooked with this nice treatments and keep coming back.


That is one expensive store but they are always packed and their stuff always sells out, even in this economy. When they send the discount and sale newsletters, whatever is on sale gets sold out within a few hours.


Great business model. Great advertising, great USP methods. Nice website with video tutorials, tons of information, great design to boot. That's why they are in business and always packed with customers, when everyone else is closing down.

[Steve Steinitz]

AP,

Wow. This thread is a keeper. You've shared so many great ideas, and the personality between the lines is priceless.

One particularly tasty slant was interviewing one's potential clients. Would you be willing to elaborate further on your seven-page questionaire?

All the best,

Steve

[Fernando Veloso]

Originally Posted by vitto

This thread is like having a bunch of coaches in your corner

So damn true Vitto!!

Originally Posted by Dexx

Oh...and let him know that you also sent the same offer to 5 of his top competitors, but you'll only be helping one of them. (sense of urgency)

Powerful mixture, isn't it?

Every time we have the option to use this argument we feel the prospect gets terrified. Not many stuff can put them with those eyes If there is the chance to use this tactic, just use it.

[reilly3000]

Can I ask some numbers questions? I'm all about numbers...

What do you consider capacity - i.e. how many clients can you and your staff service effectively?

What is your close ratio on what you consider to be "qualified" prospects?

How many prospects do you disqualify to get a qualified prospect?

Average client retention in months?

Minimum revenue of your target prospect?


Can't say thanks enough- count me among the changed lives here.

Dexx- great post about the Mom and Pops... my business has struggled by not going after the right-sized fish. I've actually had clients that I brought an incremental 15 new clients each month through SEO, PPC, and Social Media nickle and dime me over a $15/month hosting fee. Its a penny pinching mentality.

[phil.wheatley]

Hi AP (and gang)

I've been through the whole thread, and it's amazing. At one point you mentioned you were going to post a list of essential reading? I hope I haven't missed it, or being impatient (I don't want to get flamed lol).

Any chance you could recommend some stuff to read which you feel has helped you in this area. I keep hearing that Dan Kennedy's no BS book is good etc.

Thanks
Phil

[Buildingfutures]

AP or Dexx,

Have either of you tried making the site first, marketing it, and getting new leads/business to a client BEFORE sitting down to talk with them, and then present the site as you made it?

I know you say not to deal with anyone who does not already have a site, AP, but this is a local business owner who is a close friend of mine. What I'm thinking is more along the lines of referral power, him telling other business owners "Yeah, he did that for me and I started getting business right away" or something along those lines.

The only reason I'm asking is this friend of mine has done a LOT for me in the past, and I kind of want to give a little back to him (for my own profit at a later date of course, bwahahah! I can be patient.)

Thoughts/comments?

-Sean

[DogScout]

Originally Posted by Buildingfutures

AP or Dexx,

Have either of you tried making the site first, marketing it, and getting new leads/business to a client BEFORE sitting down to talk with them, and then present the site as you made it?

I know you say not to deal with anyone who does not already have a site, AP, but this is a local business owner who is a close friend of mine. What I'm thinking is more along the lines of referral power, him telling other business owners "Yeah, he did that for me and I started getting business right away" or something along those lines.

The only reason I'm asking is this friend of mine has done a LOT for me in the past, and I kind of want to give a little back to him (for my own profit at a later date of course, bwahahah! I can be patient.)

Thoughts/comments?

-Sean

nothing wrong in helping a friend and in this case it looks like you'll still 'owe' him. Lol.

[Brian Alaway]

Originally Posted by dremora

Great post Dexx.I am actually working on my free report to send to a few prospects.

I picked up the phone and called some cosmetic surgeons in town today.
Guess what? Not even one was answered by a human being. All of them were 'press 1 to die, press 2 to go to phone hell..."

Old ladies who want a face lift will not put up with this. Old people hate machines, they like old school stuff. I bet whoever has the live human answering the phones is picking up the business.

I recommend pulling some stats with percentages, like Dexx' video advertising example. You can also pull stats on people hanging up on answering machines and preferring a real person picking up the phone right away.There were studies proving people prefer real person to answering machine.

Repeat business with old/existing customers is a key to increased revenues. Sephora cosmetics is a prime example of that. I recommend everyone (except AP) to take a look at it and study their marketing. They make you fill out forms at the store and online to join the VIP club to get coupons and free birthday gifts. No one says no. Some people are paranoid and don't want to give their email for the fear of spam but the clerks remind those that some exclusive discount coupons and free birthday gift codes are sent out only via email and they will miss out if they don't put their email. No one wants to miss the freebies and coupons from high end luxury brands so they all sign up. It costs nothing to become VIP club member anyway.

Then they email you on your birthday and remind you to come to the store and pick up your free gift. It's usually something from a big name brand and lucrative enough so you go to the store. Then you end up buying a whole bunch of stuff. They also send scratch lottery cards in holiday season. You can't scratch the thing at home, you have to bring it to the store and clerk has to scratch it, or you don't get to win anything.

You usually win some samples from a big name brand and you end up buying even more stuff. They send coupons and discount deals. They have software that keeps track of all your shopping, it knows what brands and what kind of stuff you like so they send nice visual newsletters customized for your skin type, favorite brands, etc.

They also send quarterly newsletters announcing free makeover sessions in your town. You need to call and make an appointment. Hey, free makeover, who would say no? You go there, they seat you and the makeup artist lets you choose whatever supermodel look you want from the catalogs. Then of course they sell you all the stuff they put on your face. If you can't afford it all they make a whole list of it for buying it later. Or they offer cheaper brands as alternative solution.


Then they send another newsletter reminding you have x amount of points in your VIP club account and you can now claim your free gift with it (which is something really nice, depending on the points and how much you shopped before) so you get hooked with this nice treatments and keep coming back.


That is one expensive store but they are always packed and their stuff always sells out, even in this economy. When they send the discount and sale newsletters, whatever is on sale gets sold out within a few hours.


Great business model. Great advertising, great USP methods. Nice website with video tutorials, tons of information, great design to boot. That's why they are in business and always packed with customers, when everyone else is closing down.

Love their use of power words and phrases when you hit their site, New - only at - introducing - MIRACULOUS - miracle worker - anti-aging - high-performance - works in one week. All in one banner! Now that's an attention grabber.

[DogScout]

I think it is also important to understand some of the differences between models. AP targets a specific client, one that will bring you the largest return for the least actual work.

I target clients that do not pay as much and are MUCH smaller than his typical client so my modus operandi is somewhat different, though the theory is the same. Where he may not accept a client that does not already understand the power of the internet and already has tried ranking with a site, I will attempt a conversion of thinking, even though strictly ROI wise, mine can be an uphill battle.

I do come off as somewhat cocky and dismissive of any company that has presented an offer before or after me. If nothing else, the attitude alone makes them think twice or more before not using me.

At this point, I am not seeking new clients. I am in the middle of another life changing project; a divorce, lol. I only decided to go this route 8 months ago and spent 6+ months learning SOME of what goes into this. What I have learned on this forum is less than a third to a quarter of what it takes to be effective.

In order to NOT be 'just another SEO company' it takes continuing education in all aspects of what a client might need. That means IM, off-line marketing, Adwords and other PPC methods as well as the slant on these things that separate you from the competition (and more). Most competitors do little or no continuing education, I spend over one thousand dollars a month in staying abreast of changes to Google's, Bing's and Yahoo's algorithms by being in pay membership sites with other business owners that do this for their own business and other progressive SEO implementers. My biggest sales tool is confiding to a client that I hang out with the people that make a living figuring out one little part of this package and disseminating that info for a living and that in order to stay abreast of the market, I hang out in several top 'Master Mind groups'. It is a rare competitor that does that and puts you head and shoulders above the flock.

What I am trying to get across is, after you have a good income coming in regularly, it is wise to set some of that aside and join some pay membership sites run by the top people in that field. You will learn things that allow you to change what you are doing to stay at the top of the heap as the powers to be (SEs and the like) change how they do things (as well as new technology that can make what you do easier and more effective). Continuing education is the single largest difference between me and Joe the SEO guy who got a degree is marketing in 2004 and does NOT keep up with the changes to the landscape on a daily basis. Doing this has helped me help a client as changes to an algorythym was happening and avoid a Google dance that could have lasted weeks. (It has also saved one client his adwords account from getting banned for life.)

So after you get a few clients, join some of these places and stay on top of the ever changing landscape of the internet. (and learn off-line direct marketing techniques, these you can implement and show a marked increase in a small business while waiting for the SEs to index and process the on-line changes you make. The other thing about small business owners is, many are less than a year away from collapsing and they express that by being impatient. When you come in and can make a noticeable difference in days instead of weeks, you have a huge advantage over those that only focus on-line.)

My 'take' is if a client for whatever reason does not want to go with you, don't resort to tricks or reports. Chances are great that that client will cause you more headache than he is worth anyway. It only takes one success to get referrals for life. You get one client and do a good job for them (over deliver and show an interest in their business) and you will never lack for work.