The Art of Attracting New Buyers

The Art of Attracting New Buyers

Who might otherwise not be buying from you!

buyers-pyramidOver the decades that I knew Chet Holmes, he taught me quite a bit. A good deal of what was imparted was, understandably, about business development.

So, how does that help you? Well, having been in business and applied many of Chet’s principles, I wanted to distill what may be of the most value to any and all business owners, such as you, seeking a better way to achieve more.

One of the most powerful principles is the “The Buyers Pyramid”. One of the biggest eye-openers in this is the miniscule percentage of people, at any given time, who are actively in the market to buy a product or service like yours.

Whether you saw or heard Chet speak, or read the top-selling book, “The Ultimate Sales Machine” I wonder if you remember the answer (or fully appreciate its significance). This is important as it has huge implications regarding your potential for greater success.

The Chet Holmes® Method breaks down the entire audience of buyers in any market into 5 key categories:

  1. Percent who are interested in buying “right now”
  2. Percent who are “open to consider such a purchase”
  3. The amount who are NOT thinking about it at this time
  4. Those who don’t “believe” they are interested (based on the info they have at hand)
  5. Those who are definitely NOT interested

You see, Chet polled audiences by the thousands during his live events. He asked for a show of hands if people where “in the market” for such things as tires, cars, home remodeling, carpeting, technology, etc. What he found was, across the boards, only 3% of any market is in the “buying mode” now. 

*Download chapter 4 of “The Ultimate Sales Machine” now on ‘Becoming a Brilliant Strategist‘ to learn more on this. 

So, how and why is that relevant to you?

Well, if you pick up the newspaper on a Friday you will see may ads for automobile tire suppliers. They are directed at that 3% (but they do nothing to move those other potential buyers closer to choosing them when the time is right…which could be very soon). You never know when someone’s Maximum Motivation Date to buy may occur.

The goal here is to move any outliers into a place of choosing your solution sooner and to be sure that whenever the time comes, they think of your company first. To do this your message has to be powerful and it has to be education-based to resonate.

The lesson here is to teach your “prospects” what they need to know to make a smart buying decision and position your solution as the “obvious choice”.

One of the key ways to do this is to offer “insights” and “education” to help people make a better buying decision when the time comes (and to move them through the sales funnel rapidly).

Let’s keep with tires as an example, mostly because it’s easy to see how a small shift has huge benefits.

The typical full-page tire ad has the company name at the top and some sort of “SALE” predominantly placed. They are often ineffectively competing on price for their share of that 3% of people who are buying now.

Consider, instead, having the ad began with the headline, Warning: Do Not Even Consider Buying New Tires Before Reading Our Free Report ,“What You Don’t Know About Buying Tires Can Cost You Money and Threaten the Safety of Your Family”. Many more people would be compelled to read your ad. If you then present “public service announcement-like” information you will stand out from the crowd in a huge way.

Also, that report would include information that gets people to consider getting new tires even before they believe they need to (because you’ve educated them to the fact that even when not fully worn, their tires may no longer be safe or may be costing them fuel efficiency).

You can move those people from ‘not buying right now’, or ‘not even thinking about it’, to becoming your client/customer more surely and more imminently. You just need to actively and skillfully create your Ultimate Sales Machine through a formalized tried and true system.

Make sure you follow us on Instagram for special invites and access instagram.com/ultimatesalesmachine and include hashtag #bestbuyers.

TEMPLATE FOR CREATING A GREAT SALES SCRIPT

TEMPLATE FOR CREATING A GREAT SALES SCRIPT

 

The Exact Cold Calling Script Used By a $1.5 Billion Company to Land Walmart as a ClientThe Exact Cold Calling Script Used By a $1.5 Billion Company to Land Walmart as a Client

 

 

In anticipation of our upcoming webinar 4 Step-By-Step Strategies To Win 42% More Business, we thought we’d share a sneak peek at one of the strategies we’ll be covering—HOW TO CREATE A GREAT SALES SCRIPT.

This concept will be addressed in greater detail in the webinar (you really want to hear this sales script delivered LIVE by an expert in order to grasp how ridiculously effective it is, but we’ll do our best here just in writing). That said, any enterprising CEO should be able to implement the concepts contained solely within this post to huge benefit in their company. In fact, for greater ease of implementation we’ve included a download at the end of this post containing a blank template for creating this kind of killer sales script in your business today.

But enough preamble, in the words of music producer Berry Gordy, “Don’t bore us, get to the chorus!”

What follows is the sales script used by the salespeople of a 1.5 Billion Dollar home-building company in Mexico—BEFORE CHI got involved.

THE PRE-CHI SCRIPT:

SALESPERSON – Hi, this is Pedro Gomez from X Company. I would love to come talk to your employees about buying a home.

PROSPECT – Homes? No thank you. We’re not interested.

END SALES SCRIPT.

That’s basically what they were saying.

Train wreck…

Their solution to the resulting low rate of appointment setting was to pound away at the phones with the hope that maybe ONE business owner SOMEWHERE would be mildly interested.

At CHI we’re all in favor of pounding away at a sales effort, but we also live by the maxim: work SMARTER not HARDER—and this was not an example of working SMARTER.

BUT THEN AGAIN, MOST SALES SCRIPTS ARE NOT.

Our experience is that most sales scripts look like the one above. Such a script accomplishes three things—none of them particularly useful.

  1. It lets the prospect know who you are. OKAY.
  2. It tells them what YOU want. BAD. Hint: they don’t care what YOU want. What’s in it for THEM?
  3. And it opens the door for the prospect to say NO immediately. VERY BAD.
  4. If a sales rep does manage the sale from here, he/she deserves a medal—it’s going to be an uphill battle against a foe that is in control and LEADING the whole time.

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Oftentimes this limp script is all the sales rep is provided. After that they’re left to their own devices while in poor strategic position and with poor tools. Good luck, buddy.

ENTER the strategic, SMARTER approach…

THE CHI SCRIPT:

By contrast to the three weak accomplishments of the previous script, this new script accomplishes 11 carefully thought out, strategic objectives:

  1. It lets the prospect know who you are. OKAY.
  2. It positions your company as well respected in its field. GOOD.
  3. It only opens the door for the prospect to say, “Yes.” And does so REPEATEDLY. GREAT.
  4. It focuses on THEIR needs. Not yours. GOOD.
  5. It positions your company as altruistic and outwardly focused—trustworthy. GREAT.
  6. It educates the prospect (allowing for objectives 7, 8, 9, and 10). EXCELLENT
  7. It builds rapport (educating builds rapport while selling breaks it). GREAT.
  8. It allows you to reset the prospect’s buying criteria in your favor. GREAT.
  9. It keeps the prospect INTERESTED. GREAT.
  10. 10.  It positions the salesperson as a knowledgeable expert. GREAT.
  11. 11.  And finally, it makes the Call To Action a breeze. RESULTS!

Here’s how it’s done…

FIRST, A WORD OF CAUTION

Don’t use this script on the WRONG PERSON! Every word of this sales script has been painstakingly chosen, and pitching it to the wrong audience will absolutely ruin its effectiveness. Who is the RIGHT AUDIENCE you ask? ALWAYS PITCH THE PERSON WHO HAS THE AUTHORITY TO SAY, “YES” WITHOUT ASKING SOMEBODY ELSE’S PERMISSION! If you pitch what we call a “gatekeeper,” chances are they have the power to say, “No, we’re not interested,” but not the power to say, “Yes, we’re buying!” The best you can hope for is that the gatekeeper will try to get you in front of his/her boss. Then you end up with the gatekeeper pitching YOUR script.

WITH NO PRACTICE.

WITH NOTHING INVESTED IN THE OUTCOME.

AND PROBABLY IN LESS THAN THIRTY SECONDS.

Don’t do it! If you want to know more about getting past these gatekeepers, click HERE.

With that essential warning out of the way…

HERE IS THE SMARTER SCRIPT:

SALESPERSON – Hi, this is Pedro Gomez from X company. Are you familiar with us?

PROSPECT – Yes/No.

SALESPERSON – Okay then you should know (or already know) that we’re the largest homebuilder in Mexico.(This lets the prospect know who you are, and also why your company should be respected—objectives 1 and 2. We’re off to a good start)

Now the reason I’m calling you is because we recently commissioned a study of issues facing Mexico and how that’s going to impact you and your employees(Objective 4, focus on THEM and THEIR needs)

Are you interested in making your employees more secure, less stressed, and more effective on the job(Again objective 4)

PROSPECT – Uh, of course(Remember how quickly the prospect said “No” before? This time we don’t give them that option—objective 3, get them saying YES. On that note, what is a question that you can ask right away in your sales scripts that the prospect CAN’T say “No” to? Remember: the best way to close a sale is for the prospect to close themselves)

(Side note: who is leading this conversation? With that last question we passed the ball to the prospect, but they have no choice but to pass it right back)

SALESPERSON – That’s where we can help. You’re probably aware that Mexico is emerging in several areas as a leader in the world market. Since our company is one of the largest companies in Mexico (Objective 2), we feel it is our responsibility to assist this country in any way we can(This establishes our company as both altruistic and trustworthy, accomplishing objective 5. Now watch as we keep the prospect saying “Yes,” and continue to LEAD the conversation with another question the prospect just can’t say “No” to)

Are you interested in making Mexico a stronger nation if it doesn’t cost you anything to do it?

PROSPECT – Uh, yeah, I guess(Objective 3 again—what self-respecting Mexican citizen can say no to this?)

SALESPERSON – I’m sure you’re aware that there are government programs that make it so almost every employee you have can own a home(This is where the sales script begins to educate the prospect. Education based marketing is an incredibly powerful and advanced tool—that we’ve developed into something we call a Core Story—that deserves a whole blog post unto itself. For now we will say only that this approach accomplishes or enhances almost all of our previously established objectives, particularly objectives 4-10)

PROSPECT – I didn’t know that(But it’s an interesting piece of information, right?—objective 9)

SALESPERSON – Oh it’s a fantastic opportunity for individuals and also for the entirety of Mexico. See we work closely with various government agencies (objective 2) and now have a program that educates you and your staff about the growth of the Mexican economy, why you should have more pride in Mexico, and how almost every employee can afford now to own a home(Objectives: 2, 4, 5, 6, 7, 8, 9, 10. Perhaps you get the picture and I don’t need to point out all the different strategies at work in every line. From here on I’ll mention just the highlights)

You see, if your employees own homes, they are more tied into the job, and need to keep it even more. Do you like keeping good staff around?

PROSPECT – Well, yes, of course(ANOTHER YES. It’s almost too easy at this point…)

SALESPERSON – Then what I’d like to do is make this program available to your entire staff. Here’s how we do it. You send out a memo and make an announcement to each staff member. We will supply the announcement and memo (See how we leave nothing to chance here? We do all the work for the prospect, but more importantly we’re in complete control. This makes the call to action SIMPLE. People have a tendency to go where there is the least resistance. So we make it as easy on them as possible—objective 11)then we come by at lunch and also after work and talk to the staff. You win from this as people who own their own homes are better citizens, better employees, more stable and more dependent upon their job. Does that make sense to you(By now you surely don’t need us to point out how this line actively contributes to objectives 3-11. Instead I’d like to guide your attention specifically to objective 8—resetting the prospect’s buying criteria. Two minutes ago this prospect had no buying criteria and was absolutely uninterested in us selling houses to his/her employees. By educating him/her however, we’ve completely changed his/her perspective on the matter. Now the prospect sees what’s in it for him/her. Through educating your prospect—which also accomplishes objectives 7-10 if the information is good—you can give criteria to buyers who had few buying criteria beyond price, and you can change the buying criteria of more knowledgeable buyers into criteria that are favorable to your company)

PROSPECT – Yes, it does(How can they say no at this point? They have much to gain and all the hard work has been done for them)

SALESPERSON – Great, then we could get in there next week and get started. I’ll get you over the announcement and memo(All that’s left is to iron out the details)

END SCRIPT.

It should be obvious that strategically and tactically the second script blows the first script out of the water. Remember the salesperson using the first script, stuck in poor strategic position with no tools at his/her disposal? At CHI we don’t believe in sending salespeople into the front lines of capitalism empty-handed; as the second script should demonstrate, we want them armed to the teeth.

RESULTS

Nobody can say that any sales script is effective 100% of the time, but it should be obvious that our script was far superior to the one that the company previously utilized. As you might guess, the results reflected this. Along with other tools we provided, this exact script was responsible for the homebuilding company landing Walmart as a client—dream client. In fact, in total, our efforts for this particular company increased sales to the tune of 700 million dollars over two years.

We want you to have these kinds of results.

Below you’ll find a free download of the template used to create this STRATEGICALLY SUPERIOR sales script. If you like the information in this blog post, feel free to share it on your favorite social media platform(s) and/or with anyone you know who might benefit from it.

Also consider subscribing to our blog. We’re in the process of implementing a new initiative concerning blog posts, and future entries promise to be packed full of concrete and actionable tools to help you succeed.

TEMPLATE DOWNLOAD

Cheers,

The CHI Team

20 Inspirational Sales & Marketing Quotes to Honor Chet Holmes

Today marks the three-year anniversary of the passing of our founder, my father, Chet Holmes. I could have written a lengthy blog post in his honor for the occasion, but it occurred to me that in life my father was never the longwinded type. Certainly there were events where he spoke on stage for upwards of ten hours, but he did so only because he had so much knowledge to share–there wasn’t a wasted breath. “Straight to the point” was truly his modus operandi. So Instead I’ve decided to keep it short and to the point. Today we celebrate Chet Holmes’ life, his work, and his pithy wisdom by collecting his very BEST quotes.

In celebration of my father’s life, here are a couple of free videos for you to enjoy:

The Exact Sales Script Chet Used to Get to the Most Successful People in the World

Now that I’ve shared these with you, I’d love to know, what’s your favorite inspiring quote? Leave it in the comments section below.

With love,

Amanda Holmes

[Case Study] This Boosted Sales 1,100% for Chet Holmes International

[Case Study] This Boosted Sales 1,100% for Chet Holmes International

At CHI, we’ve never been shy about sharing the strategies our own company has used to achieve success. Since you purchased LeadPages, I wanted to show you something really cool:

[Case Study] This Boosted Sales 1,100% for Chet Holmes International

A few weeks ago, our friends at LeadPages asked if they could profile our company in a case study. I didn’t just say yes—I told them:

“I’m going to be the best case study you’ve ever had.”

Businesses routinely see impressive conversion results when they start using LeadPages’ landing pages and other tools, but I’m not sure anyone would have predicted we could take our sales conversion rate up by 1,100%.

I want to share with you exactly what I did to grow our business while taking our operations into the digital age. In this post, we cover:

  • How Content Can Build Excitement: This sequence of emails and lead magnets kept people highly interested from opt-in to purchase.
  • My Exact Campaign Flow: Step by step, you’ll see how I turned tons of people from cold leads into members of Chet Holmes International.
  • The Four Templates I Used to Build My Campaign: You’ll even get a direct link to download them yourself when you read the post.

I’m still a little wowed by the results we’ve seen, and I think you will be too! The post is full of strategies you can apply to your own business. You might get some good ideas about what you can do with your LeadPages tool, check it out here.
Enjoy!

Amanda Holmes
Chet Holmes International

Reducing Stress and Burnout Leads to Ultimate Small Business Success

Reducing Stress and Burnout Leads to Ultimate Small Business Success

Nearly every job is stressful at certain times. Whether it’s meeting tight deadlines, creating dynamic presentations or dealing with unruly customers or employees, workers experience stress in a number of ways.

For small businesses, stress is a common occurrence among owners and staff members. Enterprises often lack the resources and capabilities of their larger counterparts, and therefore have to handle many tasks at once rather than delegating them to certain departments or outsourcing them to other companies.

This causes stress levels to rise and can eventually lead to owner and employee burnout if left unchecked. Fortunately, there are many methods that, as a small-business owner, you can implement to reduce stress and keep everyone happy, healthy and motivated.

1. Revise your habits: Everyone has a habit of how they do things, and this also pertains to work. While some habits are highly effective, others may be slowing you and your staff down. USA Today suggests taking a look at your daily work habits and changing them to become more efficient. Altering your commute or taking extra, smaller breaks throughout the day may bring down stress levels.

2. Log off email after work: In the age of smartphones, work is now always in the palm of our hands. However, checking email after you and your employees have left work interferes with any personal or relaxation time. The Washington Post recommends that owners and staff members refrain from sending and answering emails when not at work unless it’s an emergency. Keeping work-related emails in between working hours helps you and your employees unplug and unwind.

3. Lean on other small business: In many cases, taking the time to talk to someone about stress and possible burnout helps alleviate problems. Finding other small-business owners who understand and have experienced what you are going through helps you build a strong support system, Fox Business states.

4. Get to the gym: Working out is a great stress reliever. Spending time in the gym can help you work out frustrations and clear your head, writes USA Today. Encouraging yourself and your staff members to get active helps reduce stress levels and avoid burnout.

5. Spend time with your family: As a small-business owner, you may have had to sacrifice time with your family to get work-related responsibilities taken care of. Unfortunately, this contributes to stress and leads to burnout too often. Fox Business recommends setting aside time each week to spend with family that helps take your mind off of work and gets you in tune with your loved ones.

You can also take advantage of business coaching services to discuss ways in which you can make your small company an enjoyable place to work by engaging staff and keeping yourself and your employees motivated, happy and loyal.

Just like any other task, putting practices in place to decrease stress takes time and effort. However, by implementing strategies for you and your employees to get rid of stress, your operations will reap the benefits of a more energized workforce, leading to small business success.