- Boom, what's going on everyone,
this is Steve Larsen and you are watching
Sales Funnel Radio.
Toady we're gonna talk about selling to the right people.
(exciting music)
I've spent the last four years learning from the
most brilliant marketers today.
And now I've left my nine to five to take
the plunge and build my million dollar business.
The real question is, how will I do it
without VC funding or debt?
Completely from scratch?
This podcast is here to give you the answer.
Join me and follow along as I learn, apply,
and share marketing strategies to grow my online business.
Using only today's best internet sales funnels.
My name is Steve Larsen, and welcome to Sales Funnel Radio.
(exciting music)
What's up, guys.
Hey, I was a door to door salesman for a while,
and you guys know that, a lot of you guys know that.
And I was actually a telemarketer too.
I know, I was the guy calling up dinner, I'm sorry,
I wanna apologize on behalf of that industry.
I was a door to door sales guy,
and I had this theory, okay?
There was this area, I was knocking doors,
I was selling pest control, okay?
And we were going around, and I was selling pest control,
and I was good at it.
And I was walking around, knock knock knock,
what's up, pest control!
Yes, no, bleh, get out of here, right.
And back and forth, and I noticed when I went to areas
that were a little bit,
I wanna say poorer, okay, but.
Hmm, how do I say that?
Huh.
When I went to areas, I actually could get sales
really really really fast.
Okay?
And I would get a ton of people.
I mean, typically the door to door salesman
for the industry I was in, with pest control,
you know if you were getting two to three sales a day
that was pretty good.
Well I could get like six a day.
I was getting really really good.
And I was going to these areas where the houses
were a bit smaller, things weren't as clean.
And I was selling pest control like crazy, okay?
It was like bam, bam, bam, bam, bam, bam.
Thinking that I was the man.
And so I would go target these areas,
and these specific neighborhood types.
And I would go and get inside these neighborhoods,
and I would sell, sell, sell, sell, sell, sell, sell.
And I would get a lot of sales that day.
And I would collect a lot of cash, and it was great.
And we'd spray the houses, and anyway.
I thought everything was amazing.
Well, we started, you know, we'd kinda rotate around
neighborhoods, rotate around areas and cities.
We'd start getting to these other places
where there was far more affluent neighborhoods.
Far more affluent houses.
People with money, definitely more rich, okay?
And what was interesting about it
is when I'd go and I'd knock those doors,
my pitch was adjusted for someone who has
had a little bit less cash, okay,
maybe that's the best way to say that.
And so it wasn't the best pitch for somebody who had cash.
So I was getting a lot of rejection.
And I'd get lots of rejection.
Rejection, rejection, I was like, what is going on?
You know what, I'm just gonna go back
to those old neighborhoods and go back to those
places where the neighborhoods, frankly,
the people don't have as much money.
'Cause I know I can sell 'em.
And I'd go, and I'd sell 'em.
Well the issue was, at the end of the summer,
I (laughs)
I think at least half of my accounts failed, okay?
I mean, a lot of them.
And I had never, this was like the biggest lesson
I could ever learn, one of them, from that experience.
And while all the other buddies that I had
who spent time learning how to pitch rich people,
they made a lot of cash, and they had very very little
cancellations on their accounts, right?
And so by the time the summer was over,
they were getting paid out on these accounts.
And frankly the account, the contract value
was much higher as well.
So not only were people not leaving,
they were also getting more money in their pockets,
and I was like, crap!
(grunts)
How can I just not ever do that again?
Like how can I learn to sell rich people?
Right?
How can I learn to sell people who are more apt to
not only get the actual product but also keep it?
Have success with it, okay?
And so, it's a huge lesson for me.
So I went in, just to recap, I was learning how to sell
people who didn't have money,
who were also far more likely to refund and cancel,
and things like that, and they were.
I'd get a lot of accounts, but then none of them
would stick very long.
And then on the flip side, all my buddies.
So anyways, all I'm trying to say is like,
isn't that fascinating?
So the whole key right here is I wanna teach you guys
in this episode how key it is to understand
who you're selling to in the red ocean.
We know that it's best go sell in places
that are competitive, because there's security there, right?
And when you mix it with a little bit of prolific
and blue ocean stuff, you end up making this
really really awesome kind of purple offer, okay?
You think of red ocean and blue ocean,
you end up making this cool thing that is attractive
for people, they're like, oh man, I've never seen
this before, you're like, duh, because I'm
the first one to make it.
But there's also some elements of the red in there.
Anyways, I hope that makes sense.
What I wanna do real quick is I've got my marker
right here and I've got my trusty whiteboard.
We're gonna pull this in.
Wee!
Okay, what I wanna do real quick,
let's think about this.
If I am promising health, wealth, or relationships,
just one of those, that's the first step every time
I go and I do some consulting for a company,
or even just a brand new person who's in this game.
First of all I'm like, hey, what are you promising?
Are you gonna promise health, are you gonna promise
wealth, or relationships?
Those are the no duh places for somebody to go
and spend money in.
It's kind of like, it's a no duh thing for you to go
and spend money on milk or eggs.
There's not like a salesman next to eggs.
Right, it's a no duh buying experience?
Anyway, I'm not saying everyone go get in the eggs business.
But it's best to choose industries where
it's kinda this no duh purchasing experience.
And so it's the exact same thing, okay?
I go out, and we choose, am I just going
to promise the deliverable of health,
or just wealth, or just relationships.
People will spend money on their relationships.
They spend money on their health.
They spend money investing and actually learning
how to make businesses and investments and wealth.
So this scenario, let's say that we are promising wealth.
Okay, so wealth right here.
Wealth is gonna be the thing.
You know, hey, look, I'm gonna go get you wealth.
So how many industries are saying,
we'll get you wealthy?
You know, this could be the stocks,
this could be options, mutual funds,
this could be paper assets.
This could also be businesses.
You go, hey, gonna go start a small business?
Hey, this could be funnels, you gonna go build a funnel?
You could do other, real estate investments,
think about how many businesses and places
are promising wealth.
Well, let's think about that real quick.
If you're gonna go out and you're gonna make
a blue ocean, something that hasn't existed before.
I've already gone through how I kinda combined
some elements of blue ocean with red ocean,
that's why I call it purple.
If you haven't heard that episode,
it's a few episodes ago, turn back around
and go listen to that.
But let's think through real quick here.
Let's think about my door to door experience, okay?
If this is the red ocean.
Red, red, red ocean, what I wanted to talk about
is the three personas inside of the red ocean.
And why it was so bad for me and why I made
such a big mistake as a door to door sales guy.
And every single red ocean, every single industry
that's out there, not all buyers are the same.
And that probably goes without saying.
But not all buyers are the same, right?
Well I could get a lot of purchases over here,
just like I was doing, a lot of them might refund.
Or a lot of them might no longer qualify in the future.
But then I could turn back around and only go for
really really really really expensive contracts,
or really really expensive business models.
The issue with that is like, man, maybe there's not,
I'm not gonna get paid as frequently that way.
I'm not gonna get paid as often.
But they stick better.
So what I actively have been obsessed over
for the past long time has been
how do I sell expensive things to people who have cash?
And so here's one of the ways.
It all starts with understanding the three personas
inside of a red ocean.
There are three personas, okay?
Persona number one is this.
Okay?
Let's see,
one.
One two three, I'm just writing them out here.
One two three, and for those of you guys who are
on iTunes, just know that I am drawing this
on a whiteboard, for those of you guys watching
on YouTube, just know you could listen to it as well
on iTunes also.
(laughs)
It goes back and forth, there's also a blog now.
We got this sick paparazzi wall behind me now,
which is super cool.
Anyway, we're excited about it.
(laughs)
It's freaking huge.
Okay, so the three buyer personas of the red ocean.
Okay, the first one here, let's think about this.
Actually, let's start at the bottom.
Okay, the bottom is, these guys are like the die hards.
They are so deeply seeded inside of the red ocean.
They're the people who are,
yeah, I'm just gonna call 'em the die hards.
If you come to a die hard person and you're like,
hey, I got this cool thing for you.
How easy is it for that person to switch?
It's not easy.
They have had success with this business model, right.
Let's say this is,
I'm actually wearing my funnel hacker shirt right now.
Let's say this is ClickFunnels, okay?
Okay.
If they, right.
I'm a die hard, I'm wearing the shirt right now,
I'm a die hard, for me to shift and not use
something like ClickFunnels, it has less to do.
Okay, I'm actually gonna use a different color here.
It has so little to do with price and value.
And here it's not about price or value, okay?
It's not about price or value, right?
For me to shift and not use something like
ClickFunnels is an identity shift.
Okay, I will literally will change how I see myself,
if I shifted away from using something like ClickFunnels.
That's not gonna happen, alright?
Right, that's not gonna happen.
Like if there's some little bug that day
or there's something that's kinda weird,
or like, eh, you know, man, I don't care.
I'm a die hard.
You are not gonna switch me.
It is not about price, it's not about value at that time.
Think of the brands that you buy that you are like
a die hard about, right?
(laughs)
I'm trying to think of other brands that I'm
that way with, but there's really not that many others.
Like, I'm really really really into it.
Just like, I know a lot of people, I'm shooting on a
Canon camera right now, so there's like die hard
Canon lovers, or there's die hard Nikon lovers.
And it's not about price or money,
or it's not about price or value at that point.
It is about an identity.
They take on an identity.
This is a huge thing to understand.
Let's keep going here and I'll share with you why.
The number twos, the second kind,
remember we're working up here.
The second kind, so that was number three,
number two here is a kind where they've
actually been having some success with the red ocean.
Okay, with this vehicle.
So we'll go here and we'll say, ClickFunnels
isn't necessarily red ocean, but funnels in general.
So we'll say funnels.
Okay, ClickFunnels.
Anyway.
So number two here.
These guys, I call them the break evens.
They're the break evens.
They have had.
Okay, these are the break evens.
These are the people that have had some level
of success, and shifting out of the red ocean
is about kind of just pain of disconnect.
Meaning, they haven't actually had huge successes
with this main vehicle.
They haven't had huge successes with the main
product or whatever, but they have had some success.
Okay, they've had some success.
Some success.
Okay?
Make sure it's on the whiteboard there, there we go.
They've had some success with it.
And enough to justify the thing that they're buying.
For example, let's say that you're in a weight loss company.
And let's say that you're selling some kind of a supplement.
The people who are the die hards, those are gonna
be the people who lost like 50 pounds using
your supplement, they're like, I will never not have
that my entire life, I would rather give up my car.
You know what I mean, they're really into it.
They have such a strong testimonial.
Those are the number threes, the die hards.
Now number twos, they've had some success.
They've felt the momentum.
They've felt themselves progressing.
Maybe they've lost a little bit of weight.
Maybe they gained a little bit of muscle,
or whatever it is that they're trying to get toward.
Does that make sense?
Whatever it is that they are seeking.
So that'd be like health.
That'd be me promising health.
If it's relationships, let's say that a die hard,
let's say for example it's some kind of a program.
Let's say they're going to Tony Robbins kind of events.
Somebody who's like considering suicide or something
like divorce, and then Tony inside of his sessions
comes and flips them around, those are the die hards.
They are never not going to love Tony Robbins.
They are never not going to buy his next program
coming out, they are never not going to just love him.
And for them to get out of it is an identity shift.
It is not likely, okay?
But the person who went maybe to a Tony Robbins event,
and they're buying some of the things,
and they felt better, they felt different about themselves,
it did help them see better.
It's not like they had this massive transformation,
like the numbers three go through.
But they do have a little bit of a,
oh my gosh, this is super super cool.
Okay, I see this is awesome.
They're probably gonna keep purchasing it,
and they're gonna have a hard time listening
to somebody else when they're trying to
get relationship advice.
They've had enough success, they're not necessarily
die hards but they've had enough success.
And frankly they use,
let's say something like Tony Robbins,
or they use something like ClickFunnels.
They don't necessarily love love love it die hard,
but they don't really hate it either,
they just don't know what other options are even available.
Okay, let's get here to the number ones.
Here's the number one.
The number ones, these are the guys that are here,
they're using this main product,
let's say again the weight loss thing.
They're using that supplement,
they don't like it, but they know they need it,
they are literally using it because they know of
no other option.
They're using it, but they don't like it.
No other option, okay?
There's no other option.
And a matter of, these guys, all they're
interested in, they don't care about the vehicle.
They just want the results.
They don't care about the brand,
they have no brand affinity at all.
No one has developed any brand affinity with them.
They are all about just trying to get the result,
they don't care about the brand, and frankly,
they hate the vehicle.
Let's say that somebody comes in they're using a supplement.
And they're like, man, I freaking hate.
Have you guys ever had pea protein powder?
You know like there's whey protein powder,
like from peas?
It is terrible, oh my gosh.
But I know it's the best one.
I was reading all these reviews, found out
it's like super awesome for protein synthesis,
anyways, I was reading all this stuff,
and I was like, this is super cool.
I was excited to get it, I got it in the mail,
and it showed up, and I went, and took a scoop,
put it in water, and I was like.
(gags)
I have a strong stomach, like I'm not the kinda guy
who throws up or anything, I was like,
that is some nasty crap.
And I have spent, I don't know, maybe six months
trying to find ways to mask the texture of that crap.
Okay.
I am a number one pea protein drinker, okay?
(laughs)
I drink that stuff and I use it simply because
I know it's the best, but I hate it.
They hate that it's the vehicle, okay?
They don't,
they hate the vehicle like crazy.
Okay, now think about this, okay?
Again, back to the pest control example.
When I was selling pest control, who was I selling to?
I was selling to a lot of like twos.
There weren't that many die hards.
But I was selling to the people inside the red ocean
who they just wanted the bugs to be gone.
I was selling to a lot of ones and twos
but it was the wrong kind of one and two.
There's another aspect to this where it's like,
who here has money?
Who here has money?
Who's willing and able, as Russell Brunson talks about.
Who's willing and able,
money and who is able.
Okay?
Inside, that says able.
(laughs)
Inside of the red ocean.
So you have three different personas
and then you have three different resources, okay?
Each one of them has resources, okay?
Well, I hate this option but I don't have the money
for any other kind of option.
And the problem is I was selling to people
who didn't have the money.
They were willing, but they were not necessarily able
to stick with the pest control I was selling
and I lost a whole bunch of accounts.
And depending on how they answered the door
usually told me what number they were, right?
They were the die hards, I will never leave my
pest control company, I ready have one, get out of here.
Number two they're like, I've had some success
and the pain of disconnect is too big for me,
I don't wanna go through the struggle.
I don't wanna go through the struggle
of switching services, sir.
Alright, there was a guy who came up
and he was selling pest control at our own door,
I don't know, like two months ago.
And he starts doing his pitch and I couldn't help
from smiling 'cause I knew what he was doing,
and I love being pitched.
(laughs)
And I was listening to the guy and I was like,
I couldn't help it, my cheesy grin,
my big eyeballs, I just start smiling.
And finally he stopped and he goes, what, what is it?
I go, oh nothing, nothing, it's fine.
I was like, it sucks when somebody already has
a pest control company, right?
And he goes, you already have one?
I said, yeah, I already have a pest control company.
And he goes, well why does it suck?
I was like, well it sucks like switching them.
He goes, why is that hard for you to switch them?
I said, oh, it's not hard for me to switch it,
it's hard for you to switch it.
And he goes, what do you mean?
I was like, dude, I don't love 'em.
But they do an okay job.
And I don't wanna go through the pain
of switching a pest control service, like, sorry.
I was a number two buyer.
I'm a break even, have some success, don't really care,
they kill the bugs, we're good to go.
I'm willing and able, does that make sense?
Anyway.
So what's best to go do,
hopefully this has clarified some things here.
When I am building a new opportunity to sell back
to a red ocean, I would not call ClickFunnels
the red ocean, but this is part of the example, okay?
Let's say that if I'm gonna go and let's say,
back to the supplement thing.
If I got a new protein, or if I've got a new supplement,
if I've got something that's amazing, no one's
ever seen before, that truly truly is new, okay?
Not just a spinoff of other stuff.
Truly truly new.
Is it easier for me to sell number ones,
number twos, or number threes?
Number ones and twos, right!
Primarily number ones.
The people who are already purchasing,
meaning they're not afraid of pulling money
out of their pocket and giving it to somebody else.
The number ones, they're using it, but they hate it.
They hate it.
What's nice about selling these guys right here,
the people who are buying simply because they have
no other option, it's really easy to help them
throw rocks at the solution they're using.
That's one of the easiest ways I create
the hooks for my headlines.
Guys, I'm nervous that I've gone too deep in this podcast.
But I'm hoping, in this episode I mean.
But I'm hoping what it's done is it's helped clarify,
most of the time when I look at people's webinars
or I look at people's headlines,
or when I do consulting for somebody, okay,
usually they have a great product.
They're just selling it to the wrong persona
in the red ocean.
They're going back to the red ocean,
they're saying, look red ocean, that vehicle sucks.
And the die hards are like, I love the vehicle!
And to them it's a personal insult.
Like if someone starts bad-mouthing ClickFunnels,
for me, I get a little hot and bothered about it.
I'm like, are you kidding me?
ClickFunnels changed my life,
I'm a product of that product, okay?
Are you kidding?
No.
I will never change, I will never bad mouth, ever.
No one's gonna get me out of that.
But if someone comes in, back to the protein thing,
the supplement thing.
Somebody comes in and like,
hey, look, I've got this super sweet protein or whatever,
and some guy's like, no, I love my protein,
it's amazing, it's the best ever, right.
You're not gonna sell that person.
The person who's like, I've had some success
but maybe I'd be willing to try.
For them it is about a price and value game.
Number twos, it's all about price and value,
it's no an identity shift.
For here, number ones though, these guys who
they use it because they don't know of any other option,
those are the easiest people to sell.
A lot of times they are actively seeking for
a new vehicle, a new product to get them
the result they want.
The issue that I've been finding,
and literally the reason why I'm recording this
episode today and why I brought a whiteboard in here.
It seems like 80% of the time when I am looking
at somebody's headlines or I'm doing some consulting
or I'm looking, the person creates their messaging
to try and convince with facts and figures,
and features, and maybe with some benefits,
but they're trying to convince number threes
to come and buy their thing.
That's the wrong person to write your copy for.
It's the wrong person to write your headlines.
The wrong person to build your product for.
You are not trying to sell die hards.
And most of the time, these guys, number ones and twos,
the guys that are just using it 'cause they don't
know of any other option, they just need to hear
a new story.
They need to come in and hear a new sales message.
And they need to come in, oh man,
now's the thing I didn't figure out
when I was doing pest control until it was too late.
I was like, crap, but it was a strong, powerful lesson.
And so when I started building my first info product,
I started doing the same thing again.
I spent eight months building it.
And I built this info product and I tossed it out there,
and I was selling it to the die hards.
The people who were like, don't you dare make fun of
my products, the things that I use.
It was an identity thing for 'em,
I was offending them by merely suggesting it.
But once I learned to change my messaging,
to hit the people who hate the vehicle,
hate the products that they're using,
man, all they needed was an excuse.
And they switched, and they bought.
(explosion sound)
And it went like that.
Anyways guys, this was kind of a deep episode,
hopefully it's okay though.
I just wanted you to understand more about
the messaging behind all this stuff and why it works.
While in each of these categories there are
people who are both willing and able to purchase,
you're looking at experience.
You're looking at experience.
You're looking at it to see who is actually
having experience, and who is buying it simply
because they're trying to find a solution
but they don't feel like they've had it yet.
Those are the easiest people to sell.
Start making your messaging for those.
Throw rocks with them at those old products.
For example, right.
If I went out and I said, don't you hate all those
pest control companies, trying to get you in contracts?
Don't you hate all those pest control companies
who are out there using stuff that could harm
your little ones, you know, are you nervous about this?
They're like, yes!
I'm like, sweet!
Here's this sweet, cool new pest control
that, it was something we were selling,
had to do with like orange citrus or something
that got the bugs away.
Like, sweet, right?
They're using the vehicle 'cause they hate the bugs,
but man, if there's another way, they would totally use it.
That's what I'm trying to help you guys identify.
Who are those people?
And your sales, it's not hard to sell 'em that way.
You can be like a C level copywriter,
and sell these people really easy,
'cause they're just looking for anything that's different.
Anyway.
Hopefully it's been helpful.
Please, if you wouldn't mind, go to iTunes,
please rate and review this.
If not, subscribe to my YouTube channel as well,
that'd be very very helpful.
I love doing these kinds of videos for you guys,
and we are doing some pretty cool stuff with you guys.
Again, in the last episode I went through
and I was talking about how I do a lot of funnel building,
and a lot of times I'll just build whatever
project I'm doing, live.
And so if you wanna see that kind of stuff,
go to thescienceofselling.online.
Go to thescienceofselling.online,
and it'll forward to my Facebook group, it's free.
And you guys can join me and watch as I kind of document
what I'm building and why I'm doing what I'm doing.
Hey guys, thanks so much.
Hopefully you enjoyed this, talk to you later, bye.
(exciting music)
Boom, thanks for listening.
Please remember to rate and subscribe.
Hey, want me to speak at your next event or mastermind?
Let me know what I can share that would be
most valuable by going to stevejlarsen.com
and book my time now.
(exciting music)
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