What we are talking about today is when you sell new products. Now of course you are going to say well, I don’t have any new products. I don’t have any new services. You can always create one.
You should always be looking for something new. Because we cannot sit back and be complacent. You might say, well I’m an accountant, what do I, you know what else can I offer?
I do accounts, I do bookkeeping, I do small business, I do medium business, or I do tax, whatever.
You can rebrand a service.
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Or there maybe something that you just regard as a common service, or a common product that is simple for you.
However, your potential clients may not know that it is a service. They don’t have that knowledge that you have. So rebrand it. Come up with a fresh name.
You may say for example, you may do something like tax advice. Why not give that a name. Why not give that the 5 Step Tax Audit. And then that’s the same thing but it’s got, it’s got a sales point, it’s got a USP, it’s got some branding, you can sell that.
But what I’m suggesting here is you have some customers that are more important to your sales process than others.
Now all customers are important but some have gone all the way through that funnel process, all the way through your perpetual sales cycle, and are generating clients for you. They are your preachers.
So remember in my process, you start off with your presence, your website, profiles, your social media, potential. We only target potential clients.
We don’t waste money or time on those that wouldn’t be interested. Permission, you ask people for their permission to market to them. Ooh yes. Then purchase. You get them to purchase something from you. And then next is preacher.
Once they’ve become a purchaser, you work on them, you work on them over those next, all those first 100 days after that sale you do everything like you would after a date.
After a first date with someone you want to see again. Because that client, that customer, you want them to go from purchase to repeat purchase, to regular purchase. So you’re going to work your socks off to get them to that point. Now at that point they become a preacher. They’d love you. They have no reason to go anywhere else.
You never come complacent but you meet with them, you talk to them, you keep and you tell them, you let them know they are important. And then they will refer you. And then you can ask for referrals, they will gladly give them. They become your mates. It’s wonderful.
Speak to Your Preachers
So those are the people that make sense to talk about for your new products. So if you come up with something, speak to your preachers.
Speak to those people you should know, you should have a list of your top 100 clients, customers. Your top 10, your top 20.
If you only have 20 clients, you should have a list of your top 5. Those are the ones that generate you profits and buy everything, and then they’d like you.
Okay. So speak to them. Ask them about it, ask them for their advice. You can call them charter members, gold, gold club, platinum club, pilot, whatever.
If you’ve got a new product, you can go to them and say, ‘Hey look I’ve got this new service, just wondering if I can come and chat with you about it. Because I’d like your, I’d like your help,’ right. Always ask for their help.
That’s important because when someone asks you for your help, what do you think? What do you say? ‘Naah, forget it.
They have ask for your help and you will gladly give it, unless you are not very nice. In which case, turn this off and go off somewhere else please. Haha, just as I thought, you are all nice.
So yes, you’d all want to help people. Exactly, and that’s what happens, so you can call them, Shelli Johnson calls them lifers.
These people will buy everything from you because they’ve seen the value. Now you’re thinking, ‘Oh what if they don’t, what if I upset them?’ How are you going to upset them?
They keep on spending. They’re a top, whatever customer because they keep buying. They’ve been customers of yours for ages.
They keep buying, that means you’re selling them what they need. And you’re selling it in the way they want it. And they love you for it. So they are going to gladly help.
So you can go to them, you can sit down, and you can ask them for their feedback. You could give them a special deal, say, ‘I want you to be pilot user of this service, and for that I will give you a special price, but can I please count on you to deal for, if this is okay with you, the deal for the special price is I’m going to ask you for some feedback every now and again, so I can perfect the service or the product.
And I’m going to ask you for, possibly if it works, possibly a bit of promotion or help, again so, but you are going to getting a good deal.
So promotional help is I might ask you for a testimonial or for something like a video testimonial to say how you used it and how you found it, and of course your name and your product will be used, you company name as well. So you get promotion, it’s a win win, etc., etc.’
So if you do that, what happens the whole point of this by the way is 1, is to launch a new product or service so you get some instant customers. 2, is you get feedback about those.
3, you’ll get some promotional marketing help because they will help you. Because you’ve given them a deal. They wanted the deal, they would have bought it anyway.
Now they found out they’re special. They are lovely. They are your favorite. So they are going to help you out.
And then you can promote this to everyone else, once you’ve done that because you will have got that feedback, so if there’s anything needs tweaking or changing before it goes vastly public, you can, you can just adjust that, then launch it to everyone else.
So when you launch it, you’ve already got customers. So you don’t have to say, ‘Oh you’re the first’, you can say look at the feedback from the, look at the feedback from the current users. How does that sound? Do you see where I am coming from?
Honestly, this is a fabulous marketing ploy. Because, have you ever had, have you ever had an online thing where you go to a webinar, or to a launch, a product launch and you’ve gone through the system, they give you 3 videos online of products.
Video 1, video 2, video 3. And then on the third one there is an offer, and it suddenly is for sale.
But in amongst that, there’s testimonials from people who used it and you think, if this is a product launch, how come people have already got it?
They were the important ones, they were the pilot ones, the charter, everyone has them. This is not new. This works for everything.
It doesn’t matter whether you are a landscape gardener, whether you are an accountant, whether you sell fire extinguishers, it does not matter.
Do not give me the, ‘Oh my business is different’. No it’s not. Just think about it. Please. That’s all I ask. Okay, oh end off there.
Tuesday Toolbox Tip
Right its Tuesday’s Toolbox Tip. Remember I said, I’ve been going back through some of the best tools, the ones I use over and over.
Well today, it’s Focus at Will. It’s run by guy called Will Henshall. If you look up the story, Will is a musician, a British musician, who has actually top 10, might have had number 1 back in the 90’s.
You can set a timer and you can work for say 25 minutes, 35 minutes with music that just covers up background noise.
You can go and sit in Starbucks, it will cover up the background noise, like when I was there the other day, the girl with the shrill voice who was serving everyone and was, ah, going right through my bones.
I put the headphones up, focus at will, blink, bingo. You can get on with your work. Its certain music they pick, special music that does not interrupt you. Does not grab your attention, there’s no words, etc. Anyway, just do that.
Tomorrow, Wednesday the expert interview series. Got a guy called Dan Shure. Now he is great. Now you know I say everyone’s great but Brian Dean, yeah that Brian Dean recommended him.
Dan Shure was a star. Listen tomorrow, you will love it. I will come back with a quick tip again on Thursday.
