Stop Selling, Value Time - The thursday 3 episode 19
As with many elements of marketing, running with the simple, surface area answer is foolhardy. There are always more layers to peel away so you can delve further into human buying behaviour. When it comes to digital marketing, understanding what lies beneath is very important. Once you understand the underlying NEED, you transform yourself from door-to-door salesman knocking at the door just before dinner time to saviour, able to solve their worst problems. By embracing a digital funnel you are inviting your audience to engage with you on their terms. You offer advice without hocking your wares and ultimately you establish a sustainable, long-term business model. Watch the #Thursday3 episode 19 to find out what Thomas has to say about timing. #WeAreStatPeople #WinningAtLocalSEO
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I'm Thomas Chui, and this is episode 19 of the Thursday 3.
So I lied and today I wanted to give more context in terms of the inbound method to
explain why you simply just can't be constantly selling in the digital space.
Let me expand.
Imagine for a moment you're a door-to-door sales person.
Everyday you drive to particular neighbourhood in the morning and
unpack all your things that you want to sell door-to-door and you start walking up to each
door and knocking.
When you introduce yourself to the person who answered the door that person is being
introduced to you and your products for the very first time.
You can be the greatest door-to-door sales person in the world and you strike out right
then and there.
Or you could also be the worst door-to-door sales person in the world and make that sale.
And the reasoning is because there has to be a particular need or desire for the thing
that you're selling.
Timing is incredibly crucial for sales success.
There's a reason why door-to-door sales people just don't have a lot of long-term success
and it's because there's so much volatility in the selling process.
Simply put, it's not viable as along-term business model.
You're in and then you're out.
You're always trying to make the fast sell then move to your next sale.
But what's often overlooked is that door to door sales isn't successful because most people
don't want to be interrupted because of time.
There's a reason why door-to-door sales people or telemarketers are so hated.
It's simply because it comes down to the intrusive behaviour on their personal time.
Those potential clients don't you to intrude on their time.
When you're always selling, you're like a door-to-door sales person.
In terms of the digital world there's a reason why the Acquire, Convert, Close, Delight process
thrives, and it's because it's been proven to be the most successful method for
digital engagement across all client behaviours.
It allows customers to both engage when they're ready to buy, right now or buy later, on their
own time.
There's an incredible statistic out there that says that within 18 months of somebody
looking up product information like a washer and dryer, that there's a 50-50 chance you're
going to buy.
Think about that for a moment, half of the people who do research on a product are likely
to buy within the next 18 months.
They did their research on their time.
Well the digital world has made everything go faster including the sales process that
can be made with just a click of a button, but there's a huge segment of buyers that
ensure that the sales process is really slow by giving them the power to decide on their
time when it is that they want to buy.
Be mindful of this, when you're setting up your sales funnel and you'll find opportunities
both long and short for making your sale.
Again, we're straight practitioners, period.
