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In this video:
00:05 – Identifying your customers’ pain points
01:03 – Lead scoring
01:23 – Segmenting your database into the highest value VIPs
02:00 – Image marketing is very important
02:35 – Using voice recognition can speed up content creation
03:16 – Filtering for qualified customers
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James Schramko here with Business News Tips
Target your customer’s pain points
“Who did this to you?” That’s what my hairdresser said to me one day when he first met me and he was pointing out that my haircut was terrible. What he was really doing was playing to my insecurities and to my pain point. The fact that I might be walking around and not looking terrific and he said, “Come in tomorrow and I’ll fix this for you” and that’s how we started at least a decade worth of haircuts.
So what is your customer’s pain point and how can you help them see it? In other words, let’s for example say you’re dealing with local businesses and you’re selling websites, you could say “hey look, who built this website? I mean seriously?” and they might say “what do you mean?” and say “well” and that’s basically addressing their pain point this is how they reflect their business to the outside world and you can come along and help them improve that by helping them be aware of it and start thinking about it.
Score your customers
Let’s move on to the concept of lead scoring this is where you place a value on certain customers over other customers. In my shopping cart for example, whenever I make a sale it adds points, so my customer’s add an increased points as they keep purchasing and now I can sort out a group simply by the number of points they have so I can say any customers with this many points or more make a group from them their my V.I.P. customers. If I want to invite them to a special event then I will lead score and I will now use those customers with the highest score as my very best customers, this is working with the 80-20 rule the pareto principle that your best customers are giving you most of your revenues.
So keep working that out by doing lead scoring. Most shopping carts or auto responders will allow you to add an extra field and can simply add 10 points per purchase as a very simple example of lead scoring.
Images are important
You probably heard of the Google Doodle. It’s where they put in new Google Doodle when there’s certain special occasion or events and they update it often. Why is this important? Well, if you combine this with the fact that Pinterest is getting so popular now then what it should point to is the fact that you need to be using images in your business.
Images drive emotion. Put a brand new image, get your images updated, put more focus on design. It’s been proven and tested now; adding images and designs into your business will inject some emotion and increase your sales.
Save time by speaking instead of typing
Here’s a time saver tip, I’ve been using Siri on my IPhone and also on the new mountain lion software for MAC you can have speech and simply tapping function twice; tap-tap – speak – and then tap function again and it will actually type for you. Now I’m a two finger typer so this has been saving me a huge amount of time, I can use it on Skype, I can use it in forums, I can answer emails with it. So, if you are not very fast at typing, consider using the new speech recognition software on the Apple devices, I think it’s a game changer. Just a word of warning though, some people will think you’re a little bit odd if you keep talking to your computer, so you might have to explain what you’re doing.
Filter out customers that are right for you
If you offer for any kind of consulting or high end coaching or you have a sales funnel that needs customers to come in at a high price point, I would consider these following set up. Have a video sales letter, that way your automating your sales script and you’re putting it out there where you can have it playing 24 hours a day 7 days a week. When you have finished that video sales letter what you want to do is have a call to action and that might be simply to send an email or it could be the fill out the survey.
Based on survey response or the email response then you could actually set up an appointment and once you have done the appointment via Skype or telephone then you could ask for payment that is a great way to filter out people who are serious and who are just right for your program.
What you don’t want to do is just to have everyone call you and you having to filter them called, so run them through a “What is this?” “How does it work?” “Why you should do it?” type sales letter. Ask for call to action that requires them to make a step that gives you input that helps you decide if they’re right for you and then after that you setup the appointment. That’s pretty much the process.
If you really want to filter hard you can have them pay an application fee, which is fully refundable. I don’t do that in my business because I like to have that risk nice and low for the customer. But I’m only talking to qualified people, that means that I can give them more of my attention and more of their time and I can focus on the people who are just right for my programs.
I hope you’ve enjoyed these tips and I’ll catch up with you next week.
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Iphone5 pre-ordered for Siri…can’t wait!
Janet Beckers says
Now isn’t that lead scoring clever! one thing I can’t work out is, how do you get your system to add up the different scores so you can filter according to highest score?
Or is that something you need to export and play with in excel?
Could you do something similar by doing a report (say in Infusionsoft) of lifetime value of customers and then create a saved list of all the ones you tick that have a value of a certain amount?
Love the concept. Just trying to work out how to implement the easiest way.
James Schramko says
I use Office AutoPilot and in that I can assign a score per tag. This tag is added when they make a purchase in the cart that I use. The more purchases the higher the score. I am sure Infusionsoft would have similar functionality.