Episode 5: Marketing is Selling … And Selling Starts with You

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Show Notes

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Marketing is salesmanship multiplied. That means you can’t market your product or service until you’ve successfully sold it.

Stop asking friends or employees what they think and start asking people who can stroke a check and buy it!

In this episode, I share steps to strengthen your marketing foundation so you can sell more with better marketing.

Transcription of the Episode

In this episode, we’re going to be talking about marketing as it relates to selling and getting you to sell your product or service. Now, marketing is selling and selling starts with you as a business owner or as the person who’s leading the marketing inside of a company. You know that the product or service has to get sold in order for you to be satisfied with your job, right? So the first question is, have you sold your product or service before and likely you have, but maybe you haven’t. If you haven’t, you can’t start marketing until you sell. Similarly, if you have a new product idea, a new variation on what you’re selling, you shouldn’t just market it. You should sell it first. You should prove it out before you do marketing. Marketing is salesmanship multiplied. Marketing is salesmanship multiplied. Remember that?

Right? That’s what marketing is. It’s salesmanship multiplied. It’s you selling. But doing that more, I think getting on a stage and sharing your message and selling people. It’s marketing, right? That’s selling to a lot of people. That’s multiplication of selling. I think of selling kind of true selling as one on one. Hearing people hearing their objections, disarming their objection systematically and getting them to buy. Let’s talk about that for a moment. How do we disarm people’s objections to get them to buy, right? We have to talk to someone, we have to figure out their objections and then you can kind of systematically go through them. Um, aligned. That I learned a long time ago, I think from my father was if I answer all of these objections that you have and you’re satisfied with the answer, would you be willing to purchase this product? It was something like that, which is a really interesting frame, right?

The reason someone isn’t buying is because of a few reasons and if you can disarm those reasons and show them that their questions were based on false assumptions and your product actually does solve their problems, then they should likely buy, right? Right. If they’re in pain, if there’s a unique promise, right? If they have the money for it. There’s a couple of other things to add, but generally speaking, we want to understand their objections and then disarm them. Marketing is selling. Marketing is salesmanship multiplied. Okay? So when we go and sell our product, the first thing I want you to stop doing immediately is asking people who don’t matter. I love my friends, I love my family, but when it comes to me coming up with a product idea and wanting to sell it, I’m not going to ask them what they think cause they’re not buyers, right? I shouldn’t run a question through my team and say, hey guys, what do you think about this wrong? I should have sales calls with people and try to sell it to them. And if people say yes or I would pay this much for it, then I think I have something and I can move forward with it. Right? So we’ve got to stop asking people who’s, who’s input, you know, kind of doesn’t matter.

Next, we need to make more offers before we can start marketing, we have to sell and we have to make offers. And offers are fun. I want you to think of selling as something that’s fun. It’s a game that you’re playing. It’s a game of what are your pains? What’s my product? How does my product resolve your pains? How do we dance around to figure out how I can position my product in such a way that you see it as being the solution that you’ve been looking for. Okay. Or maybe the solution that you maybe didn’t know you were looking for or you weren’t even looking for a solution. But I brought up a pain that turns out as a true pain in your life and you need to get that resolved. And you can see why my product or service can resolve that. You’ve got to make more offers.

That means just getting on the phone and talking to people. That means getting in front of people. That means asking people to lunch. That means going to networking groups, finding people, and then scheduling a time to chat with them afterwards. That means prospecting to your internal database. That means cold calling. That means linkedin. That means all sorts of stuff, but it means making more offers. We talked in a previous episode of what an offer is, right? An offer can be as easy as a order sheet and offer. It can be as easy as a checkout page on your website. You have to be able to produce those offers and then have people be able to fill them out, right? These are like the logical steps on making sales. You’ve got to make more offers. So the first question I have for you when it comes to selling is when was the last time your leads were called?

You’ve got leads in your database, right? You’ve been building a database of people who’ve been interested. Maybe you’ve been doing that because you’re a sales focused organization that you’re not looking at marketing or maybe you’re a nascent company and your just building that initial a, an initial database of leads from some opt in lead magnets. You’re doing something but you have a list of people that you’ve talked to before. When was the last time you called them? Not when the last time you emailed them, but when was the last time you talked to them on the phone? Figure that out, right? Go run that report and then go call them. That’s pretty straight forward, right? This is guaranteed to make you money fast, hands down, full stop. There’s nothing you can do in your business today that will make you the kind of money that calling your prospects that you’ve talked to in the past who didn’t buy then and repositioning your offer and getting them to buy now.

Right? There is no other campaign that you can do that would generate this much revenue. When you reach out, you can call these people and then you can follow up with a text and email and try to schedule a call. If you’re trying to add in some marketing automation, what you could do is have a template, a text that you send out. If you don’t wanna use your personal cell phone, which I wouldn’t use a Google voice number, you can sign up for free, google.com/voice. Then you can send them an email or subscribe them to an email autoresponder, which just says, Hey, first name I just called you and I’d love to talk to you and catch up. It’s been a few months since we last chatted. Um, uh, can you reply back to this and tell me when you’re available for 15 minutes? I’ve got a really cool idea that’s gonna save you blank in blank, right?

Pain and solution. I’ve got a cool solution that’s going to save you 30 minutes a day in your data entry if that’s what you’re offering. I’ve got a solution that’s going to reduce your risk when it comes to a, your next live event, right? You’re just like putting something in that that’s an emotional hook that wants to get them on board. I’m going to, um, we’ve got a new product that, uh, is a commissionable, um, vehicle that you can sell, uh, to make more money and it’s going to serve your clients better. Do you have 10 minutes to chat? You can do that kind of follow up. You’ll get extra points from me if you also throw in a calendar booking link like a Calendly or acuity scheduler. I like acuity more. I just think it’s a better tool. But use whatever you want. Hubspot hasn’t native, there’s all sorts of calendar booking tools, but you just want to link that you stick in the email so someone can just automatically book in your calendar that schedules a call. That call might get Ben scheduled through zoom or Google hangout or just their phone number and you call them, right? You don’t have to both boil the ocean to make this work.

What I mean by that is you don’t have to have all of this tech figured out and have this grandiose plan. Really, you just need to call everybody and then follow up with them with like a flat email. That’s fine. If you want to go super broke, you can go to Google into Gmail and you can turn on the lab for canned response. It’s up in the settings inside of Gmail at a canned response. You write a canned response and then you can send that to everybody. It’s like an email template that’s already in your Gmail, so you call somebody they know answer, you leave a voicemail and then you go compose a new email. You Click canned response and then you say called left voicemail. You click that, it populates an email, you fill in the blanks, you send it, move on to the next, move onto the next.

What you’re doing is you’re following up with people and you’re being a salesperson. You can use some marketing automation, like an autoresponder email, which hits them immediately, hits them the next day, hits them four days later, hits them 10 days later, hits them 21 days later. Right? Like a cadence like that could be really helpful to take some of the pressure off of you, but you have to reach out to these people and you have to try to have a conversation with them. What you want them to say is, no, I never want to hear from you again. Okay, that’s cool. Okay, this is interesting. Let’s have a conversation. Great. Like those are the only two acceptable answers. If someone doesn’t reply to you, it’s because they haven’t made the decision if they want to talk to you or not. I’m happy when I get emails from people that tell me to screw off or don’t ever contact me again.

It’s like, cool. Thank you for letting me know that. I don’t need to follow up with you because nothing will ever happen here. That’s great. When I send emails, um, let’s say I send 800 emails out, I might get like five or six people that write back and they’re a little pissed off. Cool. I’m my job, right? I’m pushing people to make a decision and you can tell him to screw off. Fine. I think it’s fine. Um, because I’m also getting a handful of people that are saying, yeah, that’s interesting. Let’s get on a call. And then from that call I can make a sale.

All right. Maybe you’re thinking to yourself, Ooh, I don’t have their phone numbers. Okay, go get them right. Like don’t come up with problems. Just come up with solutions. If you need some of their data, you can go to a company called tower data.com and you can do an email append so you can have some of their contact information, run it over to tower data and tower data is going to give you their updated email address for 15 cents a record that’s cheap or can get their postal address for 6 cents a record. And I think their minimum, uh, fee is like 50 bucks. But like whatever, right? 50 Bucks to get all this information. You can also get phone numbers. You can also, you can get all sorts of data from tower data or other services like that. So it’s an append service is what you’re looking for.

Append service, postal append email, a pen, phone number of [inaudible]. That’s how you’re gonna get their contact information. Well, what have you had a bunch of prospects, okay, that filled out a form they wanted to talk to you. That was a year ago. You haven’t talked to them since. Well how about you just send them a little bit of direct mail? Here’s a truism for you. It doesn’t matter how important you are, you’re always going to open up a FedEx package address to you. Right? So take advantage of that truism. Go get a postal append for all of your contact records and then mail them something more than something that’s interesting. We can do things like shocking all boxes, which kind of comes from the Dan Kennedy Marketing School of thought, which is like put a box together and ship it to someone that has a letter in it that details kind of a story and then like a snack and maybe a mug and some popcorn.

Like it’s something that’s hefty that gets their attention. That’s interesting. So an example of that is a diet coke, a bag of popcorn, a mug with your brand on it. That had some cool saying on it. And a letter on the top that says, Dear John, um, uh, I thought you could use an afternoon, pick me up and snack. Uh, while we think about the future of your business and how um, Xyz is happening and how our solution could be great for you. I’d love to spend 10 minutes on the phone with you to solve this problem with the conversation, Yada Yada. And then you talk about the pain and you talk about how you’re unique and then you have the call to action. Are you interested in having a call? These types of direct mail packages are super effective. They’re a little pricey, but they’re also pretty scalable.

Once you get one and you figure it out, then you can have someone on your team put 20 or 30 of them in a stack and at certain intervals you’re reviewing your database and you’re just slapping on labels, reprinting that sheet with their name in it and sending them out. And like magic, you have a marketing campaign that’s going to support you. Marketing is selling though, right? You have to get in front of these people to have a message. I don’t want you to create a funnel. I don’t want you to create a Facebook ad account and spend a bunch of money on Facebook ads. That’s not where you are right now. You need to just cover your bases and get everyone talk to, right? You just need to like reach out to all your leads and have a conversation. Another thing you could do is send everybody emails to schedule a time to talk with you.

Say, Hey, I’ve got a couple a times on my calendar that I’m available and we’d love to chat with a few business owners about x, Y, z problem, or a few brokers about x, Y, Z problem. Um, can you do that? Or You could even offer a, a small incentive, hey, I’d love to buy you a cup of coffee. Um, so I’ll send you a $10 Starbucks gift card. If you can schedule 10 minutes with me and I want to talk to you about x, right? You can send that kind of stuff. You can be a little creative, or you can just do the most simple thing, which is called the people. Now. Maybe you’re thinking, ah, Casey, I could call people, but that doesn’t sound fun. Yeah, you’re right. It kind of sucks. Sometimes cold calling or in this case kind of like warm calling is a grind.

I’ll be honest, I don’t love it, but it’s a game and this is just where you are in your business. You have to do this. You really can’t move past this step until you complete it. Contact everybody. If you really wanted to take a shortcut, you could do a Webinar, but just think about how much work that is in a Webinar is only gonna push people onto the Webinar in order to book a call with you so you can have that sales conversation. Just get the call out, have the sales conversation, talk to these people and then figure out their pains and then identify their objections, resolve them, and then get the sale. Make the sale happen. Super Extra bonus points if you record all your sales conversations because those sales conversations are the raw materials for your marketing because what is marketing? Marketing is salesmanship multiplied.

So if marketing is salesmanship multiplied and I have a recording of your best sales calls, we could just transcribe that and we have the kind of like the, the core elements of your marketing. Pretty cool, right? So you got to sell. So what I want you to do is I want you to look in your database. I want you to lean on your team and I want you to sell, sell, sell, and I don’t want you to worry about doing something that’s um, scalable. This is a grind, right? It’s going to burn a little bit, but it’s short lived and hopefully you don’t have to do this very often again, because you’re going to set up marketing automation in the future to support you and you’re going to have leads that aren’t going to get old and stale, that you’re going to have to put all this energy into calling, right? We’re going to talk about that in later episodes, but right now what you have to worry about is just calling people, call them, and you’re thinking, okay, maybe, maybe I won’t. I’m going to look for another route around this. Okay. Are you hiding from your success cause outbound calls work.

Right. I’m using like some protective force. This is the force I’m using to stop a child from touching a hot stove. Do not move forward on fun, exciting marketing. Don’t do that. You’re not there yet. Call everybody. Pick up the damn phone. Right? That’s, that’s what I would say when I’m working with different companies. They’re like, Ooh, I um, I’m getting busy on these other tasks. It’s like, stop it. Pick up the damn phone, block time call. So if you have a team and they can do this work, the question to them is how many outbound calls are you going to do a day? Maybe they’re going to do 10 20. Maybe you want to say how many qualified conversations are you going to have a day? What is your goal? And they say, okay, I’m going to go for three qualified conversations a day.

Hey, that’s awesome. Right? Three sales calls a day from a team that is otherwise not having a lot of sales calls could be the thing that takes you from your business in maybe a struggling point to a lot of success in a very short amount of time. That means dialing until you get someone on the phone, that person being available and actually having a qualified conversation. I like effort. All right? I like someone saying, I’m going to dial for four hours nonstop and I’m just going to focus, right? I’m going to take a five minute break every hour and I’m just going to just dial. That’s cool. I also like someone who says, I’m going to have this many qualified conversations and when I’m done, I’m done, and then I can like take some time off. That’s fine too. We just need the result in this works, this works, this works.

Nothing works as well as sales when it comes to selling. Marketing doesn’t solve the problem. Marketing supports sales. Marketing is salesmanship multiplied, right? Okay, so I want you to stop hiding from your success. I want you to make a commitment and I want you to block off time on your calendar. I literally mean going into your calendar and dragging a one hour or two hour or three hour block to call people. Now, before you do that calling, you gotta be prepared. So how do you get prepared? One, you get a lead database pulled. Have someone on your team do this. If you don’t have enough people on your team, do it yourself. Just export everyone to do CSV throat, new Google sheet. Make a column that says first name, last name, email address, phone number, last contact date, maybe company name, right? Super Simple cleanup that, that sheet, and then the far right, you can do notes and that’s when your, that’s like your kind of your broke cheap CRM where you’re going to be managing these relationships and say, oh, I called this person on this date.

I should call back on that date. You can update it there. Do that if you have a proper CRM. Yeah, maybe use that. If you have a fancy CRM like salesforce, and this feels like a big lift and you’re going to have to talk to your Dev in order to figure it all out. It’s like, stop. Use a Google sheet. Just do this thing. Make the sales calls. Get a result in. You’re going to be successful. Okay? Once you do that, go to cox.co/community and then tell me that you dialed in. What happened? Tell me what the results were. Tell me if you learned anything about the objections people had. Tell me if you realize that the pains that you were talking to are no longer the pains your customers have, right? There’s a really great information that you’re gonna pull from this, so I want you to dial, pick up the damn phone, or have people in your team pick up the damn phone and hold them to this.

They’re going to squirm if they’re not salespeople, right? A lot organizations have a sales team that are really just a customer service team. They’re an inbound team. Hey, if you call me, sure, I’ll help you solve your problem. It’s a very different energy than going out and calling. I want you to have people going out and calling, call, call, call, call. Okay. And I want it to be aggressive and I want them to go through the whole list in a certain amount of time. Can they do the whole list in seven days, 10 days a month? What is it? You guys figure it out? Okay. This is how you turn around a bad cash position is you make phone calls. You don’t send out fancy emails, you don’t host webinars. And why don’t you host webinars just for clarity, because you have your leads that you’re going to mail in a Webinar of those leads, you have to send the email, the email has to get delivered.

You have a deliverability rate. Assume it’s like 90% okay? So you just lost 10% of your list. Of that 90% who’s going to open? It depends on how warm your list is, 10 20 30% right? So they have 30% of 90% and of those that open it and how many people are going to reach back out and say, yeah, I’ll take a call, or let’s schedule a call, 1% 5% 10% 20% you just like dropping down your list to something that’s a very small number. So don’t do it. Just outbound dial and skip all those steps. All the person has to do on their end is pick up the phone and then spend 10 minutes on the phone with you. Okay? If you’re questioning what the tonality is of the call, I like calls that are kind of a customer service. He feeling check in to get started.

Maybe ask them a question and then just like dive into a pain that they have and see if there’s a solution that you offer that can serve them. So that might look like this. Um, let’s say I’m selling a product that’s in the health space. Let’s just say I’m selling nutrition coaching and we’ve got a bunch of past customers that aren’t currently active. I’d call them and I’d be like, Hey Janet, it’s Casey calling from nutrition company. Um, I’m wondering if you’ve got five minutes for me. I was just checking your record and I just wanted to see if you were like on the straight and narrow and how you’ve been since you’ve been off the program. Um, I just got a couple quick questions. No pressure. Is that cool? And I was like, Oh yeah, sure. I can spend a couple minutes. Okay, great. Yeah. So my record shows that you got off our nutrition program and this date, and I’m wondering like, how confident are you, what did it, what does it feel like now?

Do you feel like you have, um, a level of like success in the kitchen? Are you able to eat out and just Kinda feel stress-free? Like, are you on top of the world? Are you struggling? Where are you at? And they’re like, oh, that’s a really good question. Um, you know, after I got off the program, I was great for a few months and then this thing happened and I gained some weight back and it was frustrating. And then I had this marital thing and Yada Yada. So I mean, things are okay, but, uh, I, yeah, I guess I am struggling a little bit. I just haven’t put much attention there. Oh, okay. I’m really sorry to hear that. Um, yeah, that’s a bummer. Uh, I’ve got this, like I’ve got like a little email series that I’d love to send you that will help you out. Um, and I can absolutely do that, but I really think what would be helpful is to get you back with one of our coaches again.

What do you think about that? We’ve got a couple of coaches that have some free spots and, um, I can think of this one coach who’s coached people like you before, Yada Yada, um, would you be interested in, in, and considering that they’re like, ah, yeah. You know, it’s just the price right now is kind of an issue. It’s like, oh, totally. Get it. Totally get it. Um, yeah. So I’m, I’m authorized right now to give you a discount and it’s really just a one time discount. And again, like no pressure here. I just want to do what’s right for you. I can give you a 25% discount for the first month. If you sign up in the next 24 hours. Um, man, you can, I’ll make sure that you’re with this coach who I’m sure is going to be able to help you and I think you’ll get really far with them.

Um, what do you think about that? How does that, how does that land for you? Oh, well that’s maybe interesting. You know, you got to think about it. Cool. Yeah, take time. Think about it a, I’ll send you a followup email if you don’t mind. I’ve got this email address for you. Is that correct? Yep, that’s right. Okay, great. Well, I’m going to send you a followup email with their coupon code and it’s going to expire in 24 hours from now. So it’s three o’clock right now. It’s three o’clock tomorrow. It’s gonna expire. You can sign up any time, but you’ll never really get this price again. Um, I’m only authorized to give it for like really today. So let me know if that works for you. And, um, you know, looking forward to, to supporting you. Okay. Done. Easy, simple. That’s a sales call that added a lot of pressure.

That’s a sales call that provided a lot of value. That person hopefully felt good. You defended the com like you overcame their objection hopefully and you gave them urgency to purchase. And keep in mind if they’re a past customer, you’ve probably already made your back, your acquisition costs, right? So any new money that comes in from them is effectively free money. So giving them a small discount so they can start back. Make sense? I hate discounts a in general, I think discounting is bad for business mostly. Um, so I don’t like running discounts, but I will run a fast action discount. I will run a discount for someone who takes action quickly. And you know, you come up with a reason why you say, I like to reward people who make fast decisions because as the people that tend to have the best results, so, um, I’m happy to give you a 25% discount or $50 discount or you know, if you sign up in the next 24 hours, I’ll send you a sweatshirt.

You just kind of sweeten the deal a little bit and get them, give them some urgency and then hopefully they say yes and you have enough of those calls and you’re going to kill it. Okay? So quit hiding from your success. Pick up the damn phone call, call, call. I’m prep for your calls. Have a little script, uh, kind of based on what I just talked about and then go over to cox.co/community and tell me what happened. Tell me the results of it. I’m a big fan of what you’re doing. Let me, you know, support you and be your guide here. So come on over to the Facebook group at https://cmox.co/community and rocket. All right, I’ll talk to you soon.In this episode, we’re going to be talking about marketing as it relates to selling and getting you to sell your product or service. Now, marketing is selling and selling starts with you as a business owner or as the person who’s leading the marketing inside of a company. You know that the product or service has to get sold in order for you to be satisfied with your job, right? So the first question is, have you sold your product or service before and likely you have, but maybe you haven’t. If you haven’t, you can’t start marketing until you sell. Similarly, if you have a new product idea, a new variation on what you’re selling, you shouldn’t just market it. You should sell it first. You should prove it out before you do marketing. Marketing is salesmanship multiplied. Marketing is salesmanship multiplied. Remember that?

Right? That’s what marketing is. It’s salesmanship multiplied. It’s you selling. But doing that more, I think getting on a stage and sharing your message and selling people. It’s marketing, right? That’s selling to a lot of people. That’s multiplication of selling. I think of selling kind of true selling as one on one. Hearing people hearing their objections, disarming their objection systematically and getting them to buy. Let’s talk about that for a moment. How do we disarm people’s objections to get them to buy, right? We have to talk to someone, we have to figure out their objections and then you can kind of systematically go through them. Um, aligned. That I learned a long time ago, I think from my father was if I answer all of these objections that you have and you’re satisfied with the answer, would you be willing to purchase this product? It was something like that, which is a really interesting frame, right?

The reason someone isn’t buying is because of a few reasons and if you can disarm those reasons and show them that their questions were based on false assumptions and your product actually does solve their problems, then they should likely buy, right? Right. If they’re in pain, if there’s a unique promise, right? If they have the money for it. There’s a couple of other things to add, but generally speaking, we want to understand their objections and then disarm them. Marketing is selling. Marketing is salesmanship multiplied. Okay? So when we go and sell our product, the first thing I want you to stop doing immediately is asking people who don’t matter. I love my friends, I love my family, but when it comes to me coming up with a product idea and wanting to sell it, I’m not going to ask them what they think cause they’re not buyers, right? I shouldn’t run a question through my team and say, hey guys, what do you think about this wrong? I should have sales calls with people and try to sell it to them. And if people say yes or I would pay this much for it, then I think I have something and I can move forward with it. Right? So we’ve got to stop asking people who’s, who’s input, you know, kind of doesn’t matter.

Next, we need to make more offers before we can start marketing, we have to sell and we have to make offers. And offers are fun. I want you to think of selling as something that’s fun. It’s a game that you’re playing. It’s a game of what are your pains? What’s my product? How does my product resolve your pains? How do we dance around to figure out how I can position my product in such a way that you see it as being the solution that you’ve been looking for. Okay. Or maybe the solution that you maybe didn’t know you were looking for or you weren’t even looking for a solution. But I brought up a pain that turns out as a true pain in your life and you need to get that resolved. And you can see why my product or service can resolve that. You’ve got to make more offers.

That means just getting on the phone and talking to people. That means getting in front of people. That means asking people to lunch. That means going to networking groups, finding people, and then scheduling a time to chat with them afterwards. That means prospecting to your internal database. That means cold calling. That means linkedin. That means all sorts of stuff, but it means making more offers. We talked in a previous episode of what an offer is, right? An offer can be as easy as a order sheet and offer. It can be as easy as a checkout page on your website. You have to be able to produce those offers and then have people be able to fill them out, right? These are like the logical steps on making sales. You’ve got to make more offers. So the first question I have for you when it comes to selling is when was the last time your leads were called?

You’ve got leads in your database, right? You’ve been building a database of people who’ve been interested. Maybe you’ve been doing that because you’re a sales focused organization that you’re not looking at marketing or maybe you’re a nascent company and your just building that initial a, an initial database of leads from some opt in lead magnets. You’re doing something but you have a list of people that you’ve talked to before. When was the last time you called them? Not when the last time you emailed them, but when was the last time you talked to them on the phone? Figure that out, right? Go run that report and then go call them. That’s pretty straight forward, right? This is guaranteed to make you money fast, hands down, full stop. There’s nothing you can do in your business today that will make you the kind of money that calling your prospects that you’ve talked to in the past who didn’t buy then and repositioning your offer and getting them to buy now.

Right? There is no other campaign that you can do that would generate this much revenue. When you reach out, you can call these people and then you can follow up with a text and email and try to schedule a call. If you’re trying to add in some marketing automation, what you could do is have a template, a text that you send out. If you don’t wanna use your personal cell phone, which I wouldn’t use a Google voice number, you can sign up for free, google.com/voice. Then you can send them an email or subscribe them to an email autoresponder, which just says, Hey, first name I just called you and I’d love to talk to you and catch up. It’s been a few months since we last chatted. Um, uh, can you reply back to this and tell me when you’re available for 15 minutes? I’ve got a really cool idea that’s gonna save you blank in blank, right?

Pain and solution. I’ve got a cool solution that’s going to save you 30 minutes a day in your data entry if that’s what you’re offering. I’ve got a solution that’s going to reduce your risk when it comes to a, your next live event, right? You’re just like putting something in that that’s an emotional hook that wants to get them on board. I’m going to, um, we’ve got a new product that, uh, is a commissionable, um, vehicle that you can sell, uh, to make more money and it’s going to serve your clients better. Do you have 10 minutes to chat? You can do that kind of follow up. You’ll get extra points from me if you also throw in a calendar booking link like a Calendly or acuity scheduler. I like acuity more. I just think it’s a better tool. But use whatever you want. Hubspot hasn’t native, there’s all sorts of calendar booking tools, but you just want to link that you stick in the email so someone can just automatically book in your calendar that schedules a call. That call might get Ben scheduled through zoom or Google hangout or just their phone number and you call them, right? You don’t have to both boil the ocean to make this work.

What I mean by that is you don’t have to have all of this tech figured out and have this grandiose plan. Really, you just need to call everybody and then follow up with them with like a flat email. That’s fine. If you want to go super broke, you can go to Google into Gmail and you can turn on the lab for canned response. It’s up in the settings inside of Gmail at a canned response. You write a canned response and then you can send that to everybody. It’s like an email template that’s already in your Gmail, so you call somebody they know answer, you leave a voicemail and then you go compose a new email. You Click canned response and then you say called left voicemail. You click that, it populates an email, you fill in the blanks, you send it, move on to the next, move onto the next.

What you’re doing is you’re following up with people and you’re being a salesperson. You can use some marketing automation, like an autoresponder email, which hits them immediately, hits them the next day, hits them four days later, hits them 10 days later, hits them 21 days later. Right? Like a cadence like that could be really helpful to take some of the pressure off of you, but you have to reach out to these people and you have to try to have a conversation with them. What you want them to say is, no, I never want to hear from you again. Okay, that’s cool. Okay, this is interesting. Let’s have a conversation. Great. Like those are the only two acceptable answers. If someone doesn’t reply to you, it’s because they haven’t made the decision if they want to talk to you or not. I’m happy when I get emails from people that tell me to screw off or don’t ever contact me again.

It’s like, cool. Thank you for letting me know that. I don’t need to follow up with you because nothing will ever happen here. That’s great. When I send emails, um, let’s say I send 800 emails out, I might get like five or six people that write back and they’re a little pissed off. Cool. I’m my job, right? I’m pushing people to make a decision and you can tell him to screw off. Fine. I think it’s fine. Um, because I’m also getting a handful of people that are saying, yeah, that’s interesting. Let’s get on a call. And then from that call I can make a sale.

All right. Maybe you’re thinking to yourself, Ooh, I don’t have their phone numbers. Okay, go get them right. Like don’t come up with problems. Just come up with solutions. If you need some of their data, you can go to a company called tower data.com and you can do an email append so you can have some of their contact information, run it over to tower data and tower data is going to give you their updated email address for 15 cents a record that’s cheap or can get their postal address for 6 cents a record. And I think their minimum, uh, fee is like 50 bucks. But like whatever, right? 50 Bucks to get all this information. You can also get phone numbers. You can also, you can get all sorts of data from tower data or other services like that. So it’s an append service is what you’re looking for.

Append service, postal append, email append, phone number. That’s how you’re gonna get their contact information. Well, what have you had a bunch of prospects, okay, that filled out a form they wanted to talk to you. That was a year ago. You haven’t talked to them since. Well how about you just send them a little bit of direct mail? Here’s a truism for you. It doesn’t matter how important you are, you’re always going to open up a FedEx package address to you. Right? So take advantage of that truism. Go get a postal append for all of your contact records and then mail them something more than something that’s interesting. We can do things like shocking all boxes, which kind of comes from the Dan Kennedy Marketing School of thought, which is like put a box together and ship it to someone that has a letter in it that details kind of a story and then like a snack and maybe a mug and some popcorn.

Like it’s something that’s hefty that gets their attention. That’s interesting. So an example of that is a diet coke, a bag of popcorn, a mug with your brand on it. That had some cool saying on it. And a letter on the top that says, Dear John, um, uh, I thought you could use an afternoon, pick me up and snack. Uh, while we think about the future of your business and how um, Xyz is happening and how our solution could be great for you. I’d love to spend 10 minutes on the phone with you to solve this problem with the conversation, Yada Yada. And then you talk about the pain and you talk about how you’re unique and then you have the call to action. Are you interested in having a call? These types of direct mail packages are super effective. They’re a little pricey, but they’re also pretty scalable.

Once you get one and you figure it out, then you can have someone on your team put 20 or 30 of them in a stack and at certain intervals you’re reviewing your database and you’re just slapping on labels, reprinting that sheet with their name in it and sending them out. And like magic, you have a marketing campaign that’s going to support you. Marketing is selling though, right? You have to get in front of these people to have a message. I don’t want you to create a funnel. I don’t want you to create a Facebook ad account and spend a bunch of money on Facebook ads. That’s not where you are right now. You need to just cover your bases and get everyone talk to, right? You just need to like reach out to all your leads and have a conversation. Another thing you could do is send everybody emails to schedule a time to talk with you.

Say, Hey, I’ve got a couple a times on my calendar that I’m available and we’d love to chat with a few business owners about x, Y, z problem, or a few brokers about x, Y, Z problem. Um, can you do that? Or You could even offer a, a small incentive, hey, I’d love to buy you a cup of coffee. Um, so I’ll send you a $10 Starbucks gift card. If you can schedule 10 minutes with me and I want to talk to you about x, right? You can send that kind of stuff. You can be a little creative, or you can just do the most simple thing, which is called the people. Now. Maybe you’re thinking, ah, Casey, I could call people, but that doesn’t sound fun. Yeah, you’re right. It kind of sucks. Sometimes cold calling or in this case kind of like warm calling is a grind.

I’ll be honest, I don’t love it, but it’s a game and this is just where you are in your business. You have to do this. You really can’t move past this step until you complete it. Contact everybody. If you really wanted to take a shortcut, you could do a Webinar, but just think about how much work that is in a Webinar is only gonna push people onto the Webinar in order to book a call with you so you can have that sales conversation. Just get the call out, have the sales conversation, talk to these people and then figure out their pains and then identify their objections, resolve them, and then get the sale. Make the sale happen. Super Extra bonus points if you record all your sales conversations because those sales conversations are the raw materials for your marketing because what is marketing? Marketing is salesmanship multiplied.

So if marketing is salesmanship multiplied and I have a recording of your best sales calls, we could just transcribe that and we have the kind of like the, the core elements of your marketing. Pretty cool, right? So you got to sell. So what I want you to do is I want you to look in your database. I want you to lean on your team and I want you to sell, sell, sell, and I don’t want you to worry about doing something that’s um, scalable. This is a grind, right? It’s going to burn a little bit, but it’s short lived and hopefully you don’t have to do this very often again, because you’re going to set up marketing automation in the future to support you and you’re going to have leads that aren’t going to get old and stale, that you’re going to have to put all this energy into calling, right? We’re going to talk about that in later episodes, but right now what you have to worry about is just calling people, call them, and you’re thinking, okay, maybe, maybe I won’t. I’m going to look for another route around this. Okay. Are you hiding from your success cause outbound calls work.

Right. I’m using like some protective force. This is the force I’m using to stop a child from touching a hot stove. Do not move forward on fun, exciting marketing. Don’t do that. You’re not there yet. Call everybody. Pick up the damn phone. Right? That’s, that’s what I would say when I’m working with different companies. They’re like, Ooh, I um, I’m getting busy on these other tasks. It’s like, stop it. Pick up the damn phone, block time call. So if you have a team and they can do this work, the question to them is how many outbound calls are you going to do a day? Maybe they’re going to do 10 20. Maybe you want to say how many qualified conversations are you going to have a day? What is your goal? And they say, okay, I’m going to go for three qualified conversations a day.

Hey, that’s awesome. Right? Three sales calls a day from a team that is otherwise not having a lot of sales calls could be the thing that takes you from your business in maybe a struggling point to a lot of success in a very short amount of time. That means dialing until you get someone on the phone, that person being available and actually having a qualified conversation. I like effort. All right? I like someone saying, I’m going to dial for four hours nonstop and I’m just going to focus, right? I’m going to take a five minute break every hour and I’m just going to just dial. That’s cool. I also like someone who says, I’m going to have this many qualified conversations and when I’m done, I’m done, and then I can like take some time off. That’s fine too. We just need the result in this works, this works, this works.

Nothing works as well as sales when it comes to selling. Marketing doesn’t solve the problem. Marketing supports sales. Marketing is salesmanship multiplied, right? Okay, so I want you to stop hiding from your success. I want you to make a commitment and I want you to block off time on your calendar. I literally mean going into your calendar and dragging a one hour or two hour or three hour block to call people. Now, before you do that calling, you gotta be prepared. So how do you get prepared? One, you get a lead database pulled. Have someone on your team do this. If you don’t have enough people on your team, do it yourself. Just export everyone to do CSV throat, new Google sheet. Make a column that says first name, last name, email address, phone number, last contact date, maybe company name, right? Super Simple cleanup that, that sheet, and then the far right, you can do notes and that’s when your, that’s like your kind of your broke cheap CRM where you’re going to be managing these relationships and say, oh, I called this person on this date.

I should call back on that date. You can update it there. Do that if you have a proper CRM. Yeah, maybe use that. If you have a fancy CRM like salesforce, and this feels like a big lift and you’re going to have to talk to your Dev in order to figure it all out. It’s like, stop. Use a Google sheet. Just do this thing. Make the sales calls. Get a result in. You’re going to be successful. Okay? Once you do that, go to cox.co/community and then tell me that you dialed in. What happened? Tell me what the results were. Tell me if you learned anything about the objections people had. Tell me if you realize that the pains that you were talking to are no longer the pains your customers have, right? There’s a really great information that you’re gonna pull from this, so I want you to dial, pick up the damn phone, or have people in your team pick up the damn phone and hold them to this.

They’re going to squirm if they’re not salespeople, right? A lot organizations have a sales team that are really just a customer service team. They’re an inbound team. Hey, if you call me, sure, I’ll help you solve your problem. It’s a very different energy than going out and calling. I want you to have people going out and calling, call, call, call, call. Okay. And I want it to be aggressive and I want them to go through the whole list in a certain amount of time. Can they do the whole list in seven days, 10 days a month? What is it? You guys figure it out? Okay. This is how you turn around a bad cash position is you make phone calls. You don’t send out fancy emails, you don’t host webinars. And why don’t you host webinars just for clarity, because you have your leads that you’re going to mail in a Webinar of those leads, you have to send the email, the email has to get delivered.

You have a deliverability rate. Assume it’s like 90% okay? So you just lost 10% of your list. Of that 90% who’s going to open? It depends on how warm your list is, 10 20 30% right? So they have 30% of 90% and of those that open it and how many people are going to reach back out and say, yeah, I’ll take a call, or let’s schedule a call, 1% 5% 10% 20% you just like dropping down your list to something that’s a very small number. So don’t do it. Just outbound dial and skip all those steps. All the person has to do on their end is pick up the phone and then spend 10 minutes on the phone with you. Okay? If you’re questioning what the tonality is of the call, I like calls that are kind of a customer service. He feeling check in to get started.

Maybe ask them a question and then just like dive into a pain that they have and see if there’s a solution that you offer that can serve them. So that might look like this. Um, let’s say I’m selling a product that’s in the health space. Let’s just say I’m selling nutrition coaching and we’ve got a bunch of past customers that aren’t currently active. I’d call them and I’d be like, Hey Janet, it’s Casey calling from nutrition company. Um, I’m wondering if you’ve got five minutes for me. I was just checking your record and I just wanted to see if you were like on the straight and narrow and how you’ve been since you’ve been off the program. Um, I just got a couple quick questions. No pressure. Is that cool? And I was like, Oh yeah, sure. I can spend a couple minutes. Okay, great. Yeah. So my record shows that you got off our nutrition program and this date, and I’m wondering like, how confident are you, what did it, what does it feel like now?

Do you feel like you have, um, a level of like success in the kitchen? Are you able to eat out and just Kinda feel stress-free? Like, are you on top of the world? Are you struggling? Where are you at? And they’re like, oh, that’s a really good question. Um, you know, after I got off the program, I was great for a few months and then this thing happened and I gained some weight back and it was frustrating. And then I had this marital thing and Yada Yada. So I mean, things are okay, but, uh, I, yeah, I guess I am struggling a little bit. I just haven’t put much attention there. Oh, okay. I’m really sorry to hear that. Um, yeah, that’s a bummer. Uh, I’ve got this, like I’ve got like a little email series that I’d love to send you that will help you out. Um, and I can absolutely do that, but I really think what would be helpful is to get you back with one of our coaches again.

What do you think about that? We’ve got a couple of coaches that have some free spots and, um, I can think of this one coach who’s coached people like you before, Yada Yada, um, would you be interested in, in, and considering that they’re like, ah, yeah. You know, it’s just the price right now is kind of an issue. It’s like, oh, totally. Get it. Totally get it. Um, yeah. So I’m, I’m authorized right now to give you a discount and it’s really just a one time discount. And again, like no pressure here. I just want to do what’s right for you. I can give you a 25% discount for the first month. If you sign up in the next 24 hours. Um, man, you can, I’ll make sure that you’re with this coach who I’m sure is going to be able to help you and I think you’ll get really far with them.

Um, what do you think about that? How does that, how does that land for you? Oh, well that’s maybe interesting. You know, you got to think about it. Cool. Yeah, take time. Think about it a, I’ll send you a followup email if you don’t mind. I’ve got this email address for you. Is that correct? Yep, that’s right. Okay, great. Well, I’m going to send you a followup email with their coupon code and it’s going to expire in 24 hours from now. So it’s three o’clock right now. It’s three o’clock tomorrow. It’s gonna expire. You can sign up any time, but you’ll never really get this price again. Um, I’m only authorized to give it for like really today. So let me know if that works for you. And, um, you know, looking forward to, to supporting you. Okay. Done. Easy, simple. That’s a sales call that added a lot of pressure.

That’s a sales call that provided a lot of value. That person hopefully felt good. You defended the com like you overcame their objection hopefully and you gave them urgency to purchase. And keep in mind if they’re a past customer, you’ve probably already made your back, your acquisition costs, right? So any new money that comes in from them is effectively free money. So giving them a small discount so they can start back. Make sense? I hate discounts a in general, I think discounting is bad for business mostly. Um, so I don’t like running discounts, but I will run a fast action discount. I will run a discount for someone who takes action quickly. And you know, you come up with a reason why you say, I like to reward people who make fast decisions because as the people that tend to have the best results, so, um, I’m happy to give you a 25% discount or $50 discount or you know, if you sign up in the next 24 hours, I’ll send you a sweatshirt.

You just kind of sweeten the deal a little bit and get them, give them some urgency and then hopefully they say yes and you have enough of those calls and you’re going to kill it. Okay? So quit hiding from your success. Pick up the damn phone call, call, call. I’m prep for your calls. Have a little script, uh, kind of based on what I just talked about and then go over to cox.co/community and tell me what happened. Tell me the results of it. I’m a big fan of what you’re doing. Let me, you know, support you and be your guide here. So come on over to the Facebook group at https://cmox.co/community and rocket. All right, I’ll talk to you soon.

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