Inspired by the elite athletes of the Winter Olympics in Sochi, I share 3 crucial tips on how to take a proactive stance with your business versus a reactive one and help you play to win.
Did you know that there are a number of different segments of your target market that your business should be marketing to? Do you know which one has the highest income potential for you? In this video I will identify that segment and present ways to capitalize on your relationship with them.
Visualize with me for a moment while I share with you an analogous somewhat satirical tale about 3 airplane pilots desperately wanting to fill their own empty passenger airplane with paying passengers.
Now it just so happens that as much as each pilot wants to load up with passengers, the potential passengers are located at a different airport… so if the pilots really want the passengers, they’re going to have to go where those potential passengers are, let them know they’re there, tell them why they should choose their airplane over the vast array of other transportation options – for example, other planes, trains, buses, cars, etc… And ultimately, persuade them to buy tickets.
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Duration: 6 minute, 17 seconds
So each of the pilots should know what they need to do, right? Well unfortunately knowing what to do and actually doing them are two totally different things. Let’s visualize further.
The first pilot starts his engines and prepares for takeoff. Get ready, get set, no not yet, there’s too many clouds… maybe in a few minutes. The clouds pass… Get ready, get set, no not yet, it’s too early in the week, my potential passengers probably won’t be ready to fly until the weekend.
The weekend comes… Get ready, get set, no not yet, it’s getting dark, by the time I arrive, the potential passengers will never see me land. Excuse after excuse after excuse the pilot never pulls the trigger to takeoff. So he just continually taxis his plane around the tarmac in hopes of the perfect flying conditions.
Better yet, he starts to wishfully think that just maybe his potential passengers will see him taxiing and buy a ticket… unfortunately for him though, the potential passengers being too far away never see him… and as a matter of fact, they don’t even know he exists… that’s too bad too, he has a beautiful airplane and could have provided a stellar flying experience. So the first pilot continually taxis round and round the tarmac until he finally runs out of fuel and money… end result, he quickly goes out of business.
Now the second pilot actually takes off en route to where the potential passengers are. As he approaches the airport he circles it in a holding pattern waiting for the most perfect moment to start his descent and land the plane. Get ready, get set, no not yet, there’s too many clouds… maybe in a few minutes. The clouds pass… Get ready, get set, no not yet, it’s too early in the morning and the potential passengers are probably still sleeping… I’ll try later.
Later comes… Get ready, get set, no not yet, it’s too dark out now, the potential passengers will never see me land… maybe tomorrow morning. Excuse after excuse after excuse the pilot never pulls the trigger to start his descent. He eventually runs out of gas and crashes and burns… and as you probably can guess, he’s quickly out of business as well.
Now the third pilot without hesitation takes off en route to where the potential passengers are. He arrives at his destination and as soon as he’s cleared to land, he immediately does so. Once on the ground he makes it known he is there… he makes his case for choosing his airplane over any other options… he makes it real easy, lucrative, and fun to travel with him… so as a result, he sells a few tickets, not as many as he would have liked however, enough tickets to survive another day and try again tomorrow.
So tomorrow comes… he repeats this process… except this time he tweaks it a bit based on what his experiences taught him the day before. End result, he sells even more tickets. Now he continues this tweaking process over and over and ultimately, he starts to see his profitability soar.
The moral of this story… perfectionism and marketing do not mix!
Now I’m not going to get into the root causes of perfectionism as that’s a whole other conversation for another day. However, in marketing there comes a point in time where your quest for perfection actually does more harm than good… every tweak you make past a certain point adds less and less value to the overall marketing effort.
It is imperative to be able to identify this point and pull the trigger to release your marketing as close to it as possible. That’s not easy to do however trial and error will certainly get you closer than delays driven by perfectionism.
Don’t get me wrong here… Perfectionism when properly applied to certain aspects in business can be a wonderful thing… for example keeping your financial books in order is a great place for perfectionism… Marketing in my opinion however is not.
You also should consider the potential missed revenues or ‘opportunity cost’ that you would be creating for your business by delaying your marketing efforts.
As a marketing coach and consultant I see it all the time… Businesses getting ready, getting set… , getting ready, getting set… getting ready, getting set… and for whatever reason never pulling the trigger to go and do whatever it takes to make it happen. They make the excuses… they look for the perfect conditions… all the while never pulling the trigger… then they wonder why business isn’t as good as they’d like.
So I challenge you to ask yourself… and be honest… which pilot are you going to be today? Your choice has the power to make or break your business.
Now I’ve been at this entrepreneur thing for the better part of a decade and have studied with and modeled a wide variety of successful entrepreneurs.
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Duration: 1 minute, 54 seconds
One thing that permeates all of my most successful mentors as well as all of the most successful entrepreneurs I’ve come across in my travels is simply that they understand and practice this one thing…
“There are no traffic jams along the extra mile.” Roger Staubach With an 18 month old daughter… who is now very mobile… and a second child on the …
Hey small businesses can use all the sales and marketing help they can get… am I right or am I right?!
The typical small business just doesn’t seem to have the means to hire the team they need to bring in the business. This is a big problem that typically forces the small business owner to try to go it alone… becoming the so-called “Chief Cook & Bottle-Washer”.
Now where there’s a will, there’s a way and there are ways around this dilemma. One way which we’ll discuss here is to empower your web site to become a virtual sales person. How? Well here are 5 tips to help make that happen:
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Duration: 4 minute, 29 seconds
1. Provide Lead Generation
It’s simple… Everyone loves free stuff. So the idea here is to offer something for free on your web site that your ideal prospect would love to get their hands on. In exchange, all you ask for is their contact information and the right to market to them going forward. Essentially you are dangling a carrot in front of them… a carrot in the form of a free special report, a free newsletter, a free eBook, free tips and tricks, free discount coupon, or a free whatever.
Chances are if they’re interested enough to sign up at your web site, they may be interested in what you offer at some point.
Keep in mind, you should be trying to build or solidify a relationship here with your prospects, not sell them; so this free giveaway must be value driven not sales pitch driven.
2. Establish or Further Your Credibility and Brand
Since people most often buy from people they know, like, and trust, your web site can be a great tool in helping build the comfort level needed to influence your prospects to buy from you.
Some great ways of doing this are by providing references, case studies, and testimonials of satisfied customers. These forms of unbiased third-party justifications are powerful at removing the fears out of doing business with you!
3. Provide Pre-sales and Post-sales Support
The possibilities here are endless. Tactics can go from as simple as a Frequently Asked Questions (FAQ) page on your web site to more interactive methods such as blogs, forums, online chatting, and more. These tactics are great to help convert those prospects who are either “sitting on the fence” or just can’t seem to get enough information to make a decision.
4. Allow Prospects to Buy Your Products and Services Directly From Your Web Site
Hey if your prospect is ready to buy, they’re ready to buy. Why stand in their way? Give them the ability to buy whichever products or services that you see fit right from your web site using either their credit card or some other immediate means such as PayPal.
The bottom line here is that people buy first with emotion and then justify their purchase afterwards with logic. So capitalize on that emotion… Get them while they’re hot so to speak and help them justify their purchase afterwards with your stellar post-sales support.
5. Provide Full Contact Information
This final tip is one that may seem like common sense but I guess it’s not because I come across web sites all the time that either do not provide full contact information or hide it so well that it’s almost impossible to find.
The idea here is to make it real easy for prospects to find you both online and offline. Provide full contact information that at a minimum includes a phone number, a fax number, an email address, and a physical mailing address because the lack of providing one can make a prospect question whether or not you are a real business.
Best case scenario is to provide this information on every page of your web site this way you prospect has it at their fingertips if they want it.
So in closing, the key lesson here is leverage. If you got a web site, make it work overtime for you. Give it a chance to earn its keep. Why not? It cost you money to create it and even more to maintain it. Milk it for all its worth!