Ep. 107 – Build Trust. Make Sales With Email

Welcome back to the Email Marketing Series! In episode 103, we started talking about what your email marketing needs to be effective. Then in episode 105, we discussed your email marketing strategy. In this episode, we’ll look at why you hate selling online; how you can create relationships with customers and make more sales using email to connect with your audience.

The best salespeople never talk about sales.  They offer solutions.  They are constantly making suggestions to help others.

Let’s be honest here.  You don’t like sales.  You don’t like asking for money, pushing for a product.  You hate that stuff.

Something you may not have considered: The reason you hate selling online is that it feels disingenuous. It doesn’t feel like YOU.

Build Trust, Make Sales with Email Marketing
Build Trust, Make Sales with Email Marketing

Example, board a flight and the person scanning your ticket or your phone says, “Enjoy your flight.”

The worst example was when our family was booking tickets to Disneyworld in Orlando.  We had to make an adjustment and after the call transferred to another someone on the phone lines, the customer service person said, “Have a magical day.”  But it certainly did not sound magical.

These are prime examples of disingenuous expressions.

You are not disingenuous.  You are real. This matters to you because you are concerned about having integrity and being true to you.  Even online.

Now, think of your last movie recommendation to a friend…

Or, the recommendation I received on a restaurant in town we haven’t tried, a friend said, “You gotta try the fried pickles.  They are phenomenal.”

These are very specific.  They are recommendations.  And you LOVE sharing it.

The key is to build more trust in your online business. 

Trust is your currency.  The only thing you have to develop relationships is trust.  It starts with you.

How to Build Trust with Your Audience

You build that trust by following :

1. Reveal yourself.  Share what you are doing, where you are in a process.

2. Involve your audience in the conversation.

3. Recommend the solution that works for you.

Think about infomercials.  We’ve all seen an ad, you know it’s an ad while flipping through channels.  You listen for a few minutes and realize a half hour has passed.

What happened?  You were involved.

So, how do you do this with your email marketing?

You build the trust.

How to Build Trust Using Email

Follow the same steps in this way:

1. Reveal yourself.  Share what you are doing, where you are in a process.

You reveal yourself when you Tell a Story.  Don’t write a novel in your email, just a few sentences is enough. Make the picture evident.

2. Involve your audience in the conversation.

To involve your audience, Ask a Question.  You’ve just painted the picture, you can easily ask, “What would you have done?” Or, “What do you think happened?” Or, “So guess what she did?”

3. Recommend the solution that works for you.

The story and question now give you a chance to Share the Solution (that is, What You are Selling) to explain how it worked. Be sure to share the most important part, The Results.  It’s about those results.

4. From there, Make Your Offer.

Tell your customer what they must do now to get those same results.  Emotion makes the sale.  Be sure to talk about how it feels to use your product/service/offer.

By following these specific steps, you make more sales through email.  But you’re doing it in a way that is genuinely you.

Build trust and credibility as you make more money. That’s email marketing success.

 

Ep. 90 – How to Take Quality Care of Your People (Think: Your Champion)

How to Take Quality Care of Your People (Think: Your Champion)

Quality Care of Your Champions
Quality Care of Your Champions

Sales Funnel Series, Part 5

Take your small business to be the business “everyone keeps hearing about…”

Who are Your People?

  • Your people (they have decided to be your Super Fan)
  • They’ve been coined “your apostles” because they are out speaking the good word of you. We call them CHAMPIONS
  • They feel comfortable (They seek out new ways to) learn from you, be part of your group, or contribute to your cause.

You know you have a champion when…

  • Their spouse, close friends, and beauty shop ladies know you.  By name.
  • They cannot stop talking about you.  Everywhere.
  • The love and buy every, single thing you sell.
  • They volunteer to do more, buy more, or give you even more than what you asked of them.
  • The relationship between you and your champ is what we call “The Ultimate Win-Win.”

Why do your champions matter?

  • Organizations, businesses, and even political parties do not survive WITHOUT them.
  • Example: NFL with the Seahawks fans in freezing cold weather.
  • These are the lifeblood of your business.  Think of Cheers, “Norm…” walks into the room.
  • McDonald’s shift and the old, curmudgeonly guys come in for morning coffee and pancakes. They know their menu better than you.

How do I influence my champions even more?

  • Figure out a way to be one-step ahead of their request. Keep them happy.
  • Example: NFL with the Seahawks fans in freezing cold weather.
  • These are the lifeblood of your business.  Think of Cheers, “Norm…” walks into the room.
  • McDonald’s shift and the old guys come in for morning coffee and pancakes. They know their menu better than you.

Why are they so committed to me & my services?

  • They seek connection.  Find ways for these members to meet others like them.  (Membership group. MeetUp of members.)
  • They want status.  (For the Inner Circle of fans.  High paying customers… we offer this…)
  • They want access to you.  (NFL, meet the players day…with purchase of this & this…)
  • Find ways to have “elite club members only” events.  (Only season ticket holders get to attend the event…)
  • If you buy this package AND the membership bonus, you’ll receive FREE _________.

What else can I offer them?

  • Signed copies of your work (great for creators.)
  • An open house of your newly remodeled restaurant (by invite only of those reward members that have 5,000 points of more.)
  • Offer a new experience.

How often should I connect with them?

  • Surprise them.
  • Make it personal. Everyone knows a card is coming at the holidays.  I send a card 2-3 times a year in the off months.
  • Leave something that reminds you of them.
  • Send them tickets to your exclusive event…
  • A simple thank you card for doing business with you.  Buy the staff lunch after your business with them.

How do I include them?

  • Something special…just for them.  Think everyone can buy tickets to a concert.
  • Few pay more for the up close seats.
  • They pay more for the backstage passes.
  • And your champions will pay a lot more for the “15-minute meet the band” before the show… (that comes only with  up close seats and backstage passes…)

So, How Do You Quickly Get Started with Your Solid Sales Funnel?

  • Take one step and start moving forward.
  • Next time I’m going to show you how to do even more and get your customers to start talking about you.
  • You have big work to do. I love showing you how to simplify the steps so you are working smarter instead of harder.

Ep. 89 – You’ve Made the Sale. Now Make a Connection.

How to Get Your Customers Speaking About You.

Make the Connection
Make the Connection

Be the tour guide. Remember that funny scene in Toy Story?

Tour Guide Barbie drives them through the experience.

1.  Show them what to do next.

Don’t assume they know. (Don’t give them a fish!)  Think of our discussion on the last the sales episode.   Focus on the relationship. Thank them directly. Tell them, “Great!  Do this next…” Take them to the next step, add the link so they can follow your process.

2.  Need a testimonial or review?  You guide them through it.

  • When your customers send you an email with some great feedback, ask if you can share it.
  • When they tell you in person, ask if you can write that down and they can add their insights.
  • You can write a testimonial and ask if they would be willing to endorse you.
  • Ask customers to leave a review on Yelp. Or your Facebook page.
  • The caveat: Only ask for one request.  Too many requests and what happens?  Nothing.

3. End every communication with Calls to Action (CTAs).

  • As the tour guide on this sweet experience for your customer journey.
  • Walk them through the maze of customer service.
  • Example?  Trying to pay the electric bill here is completely different experience from paying the cell phone bill.
  • Say, for example, “Now, click on the link and leave a review on iTunes.” You may have to show them how.

Social Media Steps to Get them to Speak More About You

  • Ask a question.  Tell them to “hit like,” or “Give this a thumbs up if you know what I’m talking about…”
  • Ask for exactly what you want. ‘Fill in the blank…”
  • If you are on a Facebook live, ask your audience to give you some love (click on those little hearts) then share this recording so others can learn, too.
  • On a live recording, tell them the exact words you want them to post below.
  • Intrigue your readers on your blog, “Comment below,” or to share this on social media…

Real Life Steps to Take so Customers Speak About You

The process is: See > Serve > Show > Share:

  • See:  they see me, I see them. We connect.
  • Serve:  help them somehow.  Share some insight.  Show your personal touch. Tell them why.
  • Show: Show them how.  Take their phone, open the podcast app, subscribe them to the show. (Note:  I actually did this with some women at jury duty last week.  This works!)
  • Share: Ask them to share it with someone who would love this.  (People don’t enjoy buying what they NEED, they enjoy buying what they WANT.)

So, How Do You Quickly Get Started Sales Funnel and Share Your SASS?

Take one step and start moving forward. Next time I’m going to show you how to do even more and get your customers to start talking about you. You have big work to do. I love showing you how to simplify the steps so you are working smarter instead of harder.

Tell me in the comments below, how do you plan to implement your sales funnel?

Ep. 87 – Warning: This is How You Get Customers to Act Now

Warning: This is How You Get Customers to Act Now

Get Your Customer to Act Now
Get Your Customer to Act Now

Sales Funnel Series, Part 3

Show Notes

Think of that guy you see on your daily routine.  You develop a relationship with a stranger.

This is the process your customer goes through.  First, they Acknowledge you, then they connect (a relationship is made), then they are willing to try what you do.  That is, they have enough trust to spend money with you.

A:  Acknowledge

C: Connect

T: Trust/ Try

Research from over 2,000 customers showing how far companies must go to please (or alienate) customers. *

Customer-centered marketing (aim at the customer) >> Customer-first marketing (elevate the customer).

Your customers today are:

  • modern empowered customers
  • people looking for personalization
  • those that value efficiency

The number 1 reason people were satisfied customers is: “I consistently have good experiences with it.”

The number 1 reason people were unsatisfied customers is: “The company does not put my needs and wants above its own business goals.”

The key to getting your customers to act is to show empathy.

You are already doing this. You show empathy throughout the day, meaning you know what they are going through.  The thoughts, feelings, or attitudes of others.

There is not another group of people on the planet that can match the level of empathy of smart, ambitious women.

“You can have everything in life you want, if you will just help enough other people get what they want.”  — Zig Ziglar, Secrets of Closing the Sale, 1984

The steps to showing empathy & getting your customer to act are:

1.  Make the Connection

  • Starting to get them to act is starting a conversation.
  • Make it genuine.
  • Be right there with your customer.

2.  Speak their language

  • Big companies have brand ambassadors.  You are your own ambassador.
  • This is the long-game.  Building trust takes time.
  • Speak to your customer in her moment.  (Think the woman on the bus at day’s end.  She’s not stupid.  She’s tired.)

3.  Be Orginal.  Be true.  Be You.

  • Don’t put anything you out there you wouldn’t want shown on the Times Square Billboard to be shown.
  • They may copy your graphics, color & design…they can’t copy YOU.  You are the secret weapon.
  • Share what’s going on in your journey.  Really connect.

4.  Remember, It’s not about you. Make it about them.

  • Find ways to make it an easy convenient sale.  Example: great reminders come through Instagram.  Show the story of how you got where you are/ created your product/ get through the process of ideas…
  • Think, what else?  What else does my customer want with this?Example:  Selling a product…add a sample of the companion product.
  • Make it easy to buy. Have the next step in the process there for them.  Example: Amazon as a search engine.  You can find it, click, and do nothing with credit card info because they’ve saved it there for you.

5.  We’re all busy. Time is of the essence.

  • At the end of the day, we all need deadlines.
  • Set a deadline and stick with it. (No one takes you seriously until you do.)
  • Add some sort of bonus with your purchase if you act now.
  • Follow up. Sometimes people get distracted.

6.  You + Your product is an irresistible team!

  • This is the biggest truth I want all smart, ambitious women to understand:  People aren’t buying the product, they are buying you.  They trust you.  You already have people who trust you- let them have your best.
  • Confidence comes when you take action.  Start.  Ask.  And move forward.

7.  Ask:  will you _____?

  • Some less-effective business coaches tell you, “The next thing to do is…” as you walk customers through the steps of the purchase.  NO.
  • Have some class.  Treat them like you want to be treated.
  • Start invite with, “Will you ______ ?”

8.  Show them what to do next.

  • Don’t assume they know. (Don’t give them a fish!)  Think of this podcast.  I take the ir phones from their hands, show them where the podast app is, put in the show title or my name and click subscribe.
  • Tell them, “Great!  Do this next…”
  • Thank them directly.
  • Take them to the next step.

Social Media Steps to Get them to Act

Consider opportunities like this for social media:

  1. Ask a question.  Something that can be used a conversation starter.
  2. Set a timer for 5 minutes and follow the hashtag rabbit hole. Like & connect.  How do you start convos?  Use a question.  Here’s the key:  when the timer is up, you are done.
  3. Serve others in social media. (this the modern, empowered customer era) Answer questions.  Share info.
  4. Offer to help 1:1.

Real Life Steps to Take so Customers Spot You

The best way to get customers to act.

The process is: See > Serve > Share > Stay Steady :

  1. See:  they see me, I see them.
  2. Serve:  help them somehow.
  3. Share: tell them what you do and why.
  4. Stay Steady:  If they say no- you do not change how you treat them.  This is where many smart, ambitious women fail in the Sales Funnel.

So, How Do You Quickly Get Started with Your Solid Sales Funnel?

  • Take one step and start moving forward.
  • Next time I’m going to show you how to do even more and get your customers to start talking about you.
  • You have big work to do. I love showing you how to simplify the steps so you are working smarter instead of harder.

If you have questions, are looking for even more insight, you can send me an email at: amy@thinkenriched.com.

* Resource:  https://www.marketingsherpa.com/