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Hello, my name is Ryan Bogart and I will
be your guide today to discuss the
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science of sales.
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We will be using V boat as a case study
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to share what skills and attention are
required to help set yourself up with
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success to align with the marketing
initiatives your team already has in
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place. Here's an overview of the agenda of what
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will be covered in this course to
understand how buyers think, who is your
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target buyer?
The journey of the buyer?
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Some scripting examples for email phone,
direct outreach through LinkedIn,
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Instagram, and warm follow-ups from other
marketing campaigns.
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First, let's understand the mind of the
buyer.
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This is an example of the mind of the
buyer and shows how people think on a
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daily basis.
Experts actually estimate that human
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beings process 60 to 80000 thousand
thoughts a day.
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Think of that for a second.
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That's an average of twenty five hundred
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to three thousand thoughts per hour
reprocess.
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Remember, people buy with emotion and
they justify with logic at every stage of
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the buyer journey.
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Whether you're walking in the store just
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to buy groceries, and depending on which
banana you want to buy, whether you want
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to buy the green one or you want to buy
the ripe yellow one, it really doesn't
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make a difference.
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We're always thinking about something, so
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it's important to align with the logic by
gaining their trust.
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Competency plus sincerity equals trust.
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Let your marketing align with the pain
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they're going through so you can be the
solution.
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To their problem.
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The buyer persona.
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This is a high level.
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Conversation about the buyer persona, and
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it's a fictional representation of your
actual target or niche that you would be
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marketing to.
So the most important thing I want to
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stress here is that you need to know your
audience, whether in marketing, in sales,
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every facet of the business needs to know
who they're marketing to and who their
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client or their target persona is.
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The buyer Journey solutions aware your
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solution aware Deal aware solutions aware
means that your prospect knows of your
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product or has an idea of your offering
and what you're selling, but isn't sure
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if it's right for them yet.
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Your solution aware means your prospect
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knows what they're looking for, what
they're hoping to accomplish in terms of
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a result.
But it still could be comparison
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shopping, researching other solutions.
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Like yours to help stop the current state
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they're going through or paying they're
dealing with in their current Business
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Today. Delaware just means they want to know the
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prices and the terms, give them what they
want to move forward and wait to hear
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back from them in terms of next steps by
deal aware not you're pretty much 90 %
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there. They're going to either move forward,
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it's just going to be down based on price
between each vendor and which one they
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want to go with.
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Solution to where is always, not where
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you want to start manipulating though.
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Actually you never want to manipulate
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your buyer ever anymore.
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That's that doesn't exist anymore.
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Remember, 1590 % of buyers minds are
made-up before a buyer interacts with a
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sales Rep at the deal aware stage.
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Keep marketing to them if they're still
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at your solutions aware, but always align
with trust and add value.
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Linkedin organic prospecting LinkedIn
direct outreach we've created some
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benchmarks here for you to follow.
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Ok, we usually recommend 20 to 40 %
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connection rate, at least a 4 % reply to
your connection messages, 10 to 50 %
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reply to further messages, and at least
60 connection requests per day.
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Ok to start building your audience up
after a connection usually accepts your
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request. It's important to follow up with a
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message and it could be just a generic
hello message or just hey, how's your day
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going?
From the scripts that we've created in
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the following slides, you want to keep
this very light and very high level.
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This is meant to be social.
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There's no need to sell or offer
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anything. Remember, LinkedIn will ban you if you're
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trying to force something onto somebody
too hard.
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Build a relationship first with the buyer
persona.
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By the second message you want to show
some kind of credibility that you
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understand their business and what
they're dealing with.
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And see how you might be able to help
them in their current state.
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But again, it comes from a place of
submissiveness.
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There is no need to start overselling or
trying to be all that with social media.
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The audience can smell garbage from miles
away.
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We've all seen it.
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We're all on social media.
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It's nothing new.
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Be present and be part of the community,
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sharing content to your feed that is
relevant to your audience's pain and how
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you can help them.
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This can be more powerful than sending
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continuous messages that add no value
whatsoever.
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Instagram organic prospecting again,
we've laid out some direct outreach
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benchmarks. This can all change depending on your
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audience. Ok, search #is for your buyer persona.
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You should be spending at least 5 to 7
hours per day doing this.
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By the time you found those specific
personas you're following.
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Send direct messages of up to two seventy
to two hundred fifty people per day.
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This could be more or less depending on
your persona.
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Usually more is better.
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For every 30 people that you message, at
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least three to five should be opting in
or showing interest in your offering.
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Remember bringing value at every stage of
your message to help alleviate from
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getting banned.
Like I said, LinkedIn will do the same
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thing. If you're pushing something on them too
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hard, search hashtags, look at the
account, direct.
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Message them.
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Bring value to help build relationships
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with them and grow your business.
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Be active.
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This is social.
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Be conversational, not desperate.
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Repeat this.
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Process spend some time looking at every
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picture of the personas you're following
until you see how big their audience is
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or how many followers they have.
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Click the picture of the persona and find
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people trending in the same tag.
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Click the URL link in their profile to
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that specific persona and look at their
site.
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See how you can add value to their site
or their business, and if it needs
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improvement or you think you can help,
click and send them a direct message.
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With value, first offer them something in
return for what you can give them.
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Give something to get something based on
what their business is and their value
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you can add.
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We've provided you with a report.
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This is an overview of one of our reports
from LinkedIn, Instagram tracking
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metrics. Here you can track all the metrics at
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every stage of the message you've sent
out.
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Stick to the benchmarks we showed
previously to track what works and what
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doesn't. If you see the metrics look off.
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Go back to your marketing and see why
your message is not resonating.
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Your marketing should never be about you
or how great your business is.
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It should always be about aligning to the
buyers, paying and being a solution to
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their problem.
Remember, we've become practitioners in
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this space now.
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Just like when you go to the doctor and
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you tell your doctor how many problems
you have in a day, people are saying the
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same things to us.
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Stop, listen and align.
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People want to be rescued from the
current state, not over promise,
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something that you under deliver to be
transparent and honest.
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Linkedin Instagram scripting examples.
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Here's two different examples that we've
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used in the past.
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Example a.
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Saw some traction for us and it did work
a bit, but example B actually worked way
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better and it worked for everybody that
we we'd messaged and has shown tremendous
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success. But again, it's important to keep
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testing. Always test your message and your value
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prop. To make sure it's resonating and aligning
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with your audio.
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Direct outreach, email and phone
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prospect. These are some of the benchmarks that
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we've laid out for you.
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Ok. The short break for demos or meetings
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should be at least 70 %.
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You want to space out the fallout process
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for each mean that people show up to.
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After you've had your conversations,
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usually every two days with either a
phone call or an email to make the
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sequence look as organic and natural as
possible.
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If you're short rate is not within the
recommended benchmark, then you have to
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go back to your market message match to
determine how your offering is not
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resonating with your audience.
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Why didn't it work?
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By this point, their marketing team
should be running more than one test to
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see how your market is responding.
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Whether it's AB multivariate tests,
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there's many different tests you can do,
but just keep testing to see 4.
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Direct outreach, email.
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Scripting you'll see in a lot of these
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examples I've outlined everything in red
because these are the areas where you
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should be putting your value prop.
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Ok, it's critical.
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And the opening email?
You let them make the decision.
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They have already expressed interest.
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Do not oversell it.
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Stick to the script.
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It's important you give your audience to
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your opportunity to book on the calendar
from the call to actions and you set up
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anywhere within the content you provide.
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This helps bring the sales cycle full
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circle. Direct outreach bone scripting examples
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OK. This slide is self-explanatory The key
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caveat is do not oversell or try to save
the opportunity.
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If they're not interested, move on.
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Remember this is a warm lead and if
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they've expressed interest.
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Or, if they haven't and they've decided
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to move on, let your team.
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Go and set up a remarketing plan so you
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can target with them with content that
addresses their pain.
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Always keep testing.
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Test, test, test.
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Never stop testing.
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Remember the sales courses have always to
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say always be closing.
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Not anymore.
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Always be testing abt always be testing
because the clothes will come as long as
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you can gain their trust and align to
their need.
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The sales conversion script.
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Here I'm going to share with you a few
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examples of what the conversion script
has to offer.
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Please keep in mind the script is written
dealing with a warm audience that has
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expressed interest in your offering from
your marketing tactics that have to drive
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them to the point of solution aware.
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This is not a cold call script but should
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be written and designed around your
office.
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Before each phone call.
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This is some pre call preparation we like
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to see you go through 5 minutes before
the call.
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Make sure you're doing the following.
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Ok make sure you are in a quiet room with
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no interruptions.
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Use your phone with headphones so that
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your hands are free for taking or.
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Typing notes and expressing.
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Make sure you're recording the meeting or
phone call so you can go back and
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reflect. Later print out the call script.
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Questions and have them in front of you.
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Have a pen and notepad in front of you to
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prepare to type notes in your cream.
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When you type in notes or write down
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notes and you come back and summarize
what the buyers heard, it adds that
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alignment of credibility and trust.
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Ok, release all attachment to the need to
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oversell or to.
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You know, you want to want to, like, just
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bulldoze the conversation and be a bull
in a China shop.
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Listen to what?
Is on the customer's mind.
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The voice of the customer is crucial at
this point.
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This is where you can make it or break it
in a phone call.
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Lose all the emotional baggage from the
day.
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If you have anything going through,
whether it's at home, whether it's at
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work, just check that to the side.
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There's no time for that.
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This person's unique.
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They could care less what you're going
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through. Listen to what their needs are.
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And have the number ready to dial.
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Make sure you're ready to dial that very
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moment as soon as the clock strikes the
time that's needed.
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Here's the opening script for small chat.
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You can see it says hey, how's your week
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going where you're located then you're
saying the identity down below, you're
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human and so are they.
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Be sincere, gets straight to the point
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and move on.
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State the agenda.
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Take control of the call.
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This is critical.
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Be the alpha.
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If they don't agree, ask if they would
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like to schedule so you could have a more
thorough conversation and they still
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don't agree?
Say goodbye.
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No goal, no prospect.
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You can't help someone who doesn't want
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to be helped.
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And if you don't have a clear
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understanding of how, you can help their
business.
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How can there be any value added?
You're just.
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Kicking tires.
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Both of you, the ones who are willing to
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agree to your terms, are at solution
aware and are willing to move forward.
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Figure out why they're in the current
state they're in.
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Why are they where they're at?
Remember, the questions you're going to
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ask here are very painful questions for
the prospect to answer.
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That can influence many different
emotions from anger, depression, crying.
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So on and so forth.
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That's why I said at the beginning of the
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call, take time to prep yourself.
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Be in a very empathetic and peaceful
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state, OK?
Be sincere to the process when you act
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like a professional in your business.
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The rescue is much more satisfying when
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you sell competent and confident in what
you know, own it.
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Understand their current situation.
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What are they using now?
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Why is it not working?
How much they spending per month?
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How are they generating traffic?
I mean, these are different questions
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you're going to ask, obviously, but you
know who's your ideal customer?
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What does their sales process look like?
From stranger to paying client, you want
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to understand what is making up the most
of their sales volume.
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This is a great example of listening to
the customer ask the question and just
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shut up.
It helps them get out of the current
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state they're in.
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And move forward to building a
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relationship with your business.
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All the links will be provided following
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the course.
24006
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