Unlock Your Direct Sales Funnel Potential

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response marketing works within the sales funnel and positions you properly okay now the opening of the funnel which is the largest part is everybody who is on your list starts out as a cold suspect they don't know you they don't trust you they don't even know or care that you exist okay think about this your best friend in the world at one point was a cold suspect your spouse was a cold suspect and when I'm doing live seminars I always have somebody shout out and my wife still is a cold fact but whatever that is that's that's a whole nother issue but the point is everybody starts out as a cold suspect so they don't know you they don't trust you and they don't even care that you exist okay so what we use is direct response marketing to get these people in the funnel and I've actually got a document of 76 ways to get a new customer I've just listed a few things here whether it's referrals joint venture partner marketing Direct Mail Google AdWords direct sales they have a Salesforce websites networking events public relations yellow pages and so on and so forth okay so all of these things are designed to flag your ideal prospect okay make a note that it should flag your ideal prospect who you want to respond and give them a compelling reason to respond and we've already just established that the name of your company is not a good way to get somebody to respond okay so let me give you an example this is an ad okay and this is a sample ad this could be a yellow page this could be a it could be a postcard it could be a website anything but I just want you to get the understanding of the basis of this and it says warning a warning to all retail store owners don't spend a single dime on a new point of sale system until you read this okay so we've already flagged our prospect and we've already said if you know sort of qualified them because we're saying if you're basically the headline saying if you're thinking about buying a point-of-sale system don't don't do it till you read this and then the eye goes on not all point-of-sale systems and consultants are created equal the question is which ones will actually deliver on their promises make life easier and give you a solid quality system that is a true that is true value from for them and which ones will only add to your frustration with shabby service systems that don't work in broken promises don't fall victim to a fast-talking salesperson if you're considering a new point-of-sale system for your retail store then it's critical that you get and read our exclusive free report what every retail business owner should know before spending a dime on a new POS system ok this free report will reveal five costly mistakes that many retailers make when buying a point-of-sale system as well as insider secrets cost-saving strategies and expert advice to help you determine exactly what type of system you need this report also arms you with seven critical and revealing questions you should ask any sales consultant before signing on the dotted line to get your complimentary free report there you go bang ok now think about this for a second if I was a prospect and let's just say I'm going to use the Yellow Pages as an example and I'm thumbing through the Yellow Pages and I see all these ads for companies that do retail point of sale systems or maybe it's a trade publication or if I go online to Google even and I type in POS system and I see all these companies in their website and they call they all say they do point-of-sale systems they all say they do the best they all say they're deleting the you know world's best I mean they use these general platitudes they all seem to do the same stuff so who do you pick you have no idea so typically what kind of what customers will do is they call the ones with the biggest ads or the ones that seem to have the most professional maybe looking website whatever their criteria is it's you know completely off and they call up and what's the first thing they ask you they want to know what's the price and do you know why they do that it's because they have absolutely no criteria by which to determine whether or not your point of sale system is better than the other guys we think about your prospects and if you're selling something different than a point of sale system just you know visualize something different but your prospects by and large only buy your services on a once in a you know several year time frame like a point-of-sale system is not something you buy every month every year I mean it could be years before you actually get the opportunity to go in and sell somebody a point-of-sale system and most of the decision makers which are owners have very very limited experience in buying point-of-sale systems they don't know what the latest and greatest is they and a lot of times they might have bad references from the company who sold it to them before maybe it didn't deliver on their promises and maybe they had a bad experience and it's really problematic and they're frustrated so they're coming from a standpoint they don't trust you at all okay so they think that you're trying to sell the latest whiz-bang technology and they're always trying to determine whether or not they can trust you so by putting an ad like this on your website in a Google ad in a yellow page ad on a postcard whatever it is you're doing what we're doing is we are giving the prospect an opportunity to get a valuable piece of information a risk-free piece of information that is going to help them and in essence what we're really doing is educating and selling them without appearing to sell them because a business owner who's considering a point of sale system let's think about this how how enthusiastic are they about picking up the phone and talking to a salesperson they don't want to talk to anybody they want to just go to the website get some more information and if I'm interested I'll call you that's the way that they like to shop right so what we're doing here is we're saying okay mr. mr. prospect don't call us you're not even going to talk to a salesperson that's why we use the the website or a free recorded message hotline there's no risk in going to a website there's no risk in calling a hotline where you're just going to get the information what they can then do is get more information and not just a boring brochure but they're getting a report if it's written properly that is going to educate them and tell them exactly what to look for and what to avoid when buying a point of sale system and I really believe that the best sales presentation is an educational one and if you've got a really good service really good products if you're honest and you do a great job for your clients then an educated prospect should be your very best prospect the challenge you run into is you run into process who are not educated they have sort of beliefs or I don't even know where they get their values from they just have these kind of screwed-up beliefs and values and they think this is the way it should be and you have no idea where it's coming from and because you're a salesperson they're not gonna believe you no matter what you say so what the free report then does is it educates them in a non-threatening way and gives them a buying criteria whereby they're you become the obvious solution okay so you can spin this any number of ways now I also want to make a point I'm using a free report here as an example but this could be a long form sales that are on a website where you're explaining it you just don't call it a sales that are we call it a free report this could be delivered in a teleseminar or a webinar like what I'm doing right here today it could be delivered in a seminar setting okay it doesn't matter how it's delivered but again going back a slide or two if you remember I said can and clone your sales presentation and think automatic and robotic and that's why we use teleseminars and webinars and free reports is because these can be canned and cloned if I do this webinar like I'm doing right here now I can record this and put it up on a website and it is an evergreen presentation as long as the information is still valid and you guys can do the same exact thing so whether you're selling managed services or a point sale system or RFID or whatever the heck you're selling doesn't matter the point is you're using education to get them to go to the next level okay so they respond and they ask for that free report then they become what I consider a warm lead okay and a warm lead is anybody who responds to your marketing requests more information and this information again can be a free report can be a teleseminar it could be on audio an audio recording and education sales that are on a website whatever it is they request that at the end of the free report at the end of the teleseminar at the end of whatever the thing is you should have a next step because obviously if they're reading all this then go ahead it sounds great you've got to give them a clear and direct next step okay so you're in the in the free report you're building trust you're educating them you're urging them to the next step and then you're offering some kind of a free audit or maybe you're offering a consultation or whatever it is you're offering at the end you're giving them something to go to next what's that next step and if they request that next step whether it's a meeting or it's a purchase or whatever it is these people are now requesting to meet with you and they are pre-sold pre-qualified and predisposed to doing business with you and your job is just to further qualify them educate them on your terms and doing business and close the sale because you got to remember folks they have just gone through your marketing process to understand who you are what you do whether it's a free report teleseminar the educational marketing piece whatever it is we are using case studies we're talking about your clients you're using testimonials you're using guarantees you're doing things to educate them and build the value of why they should trust you over any and every other option available and if you do the presentation correctly they now become a customer and usually