Simon rickett explains the key factors of sales and marketing

Key Factors of Sales and
Marketing by Simon
Rickett

• Inside the buyers mind?
Business owners are unable to consistently create
marketing materials which sell
The complex and sometimes infuriating task of
getting potential buyers to respond to marketing
and then turning that response into a sale is what
today is all about
Become Activ online today!

• They are asking themselves three key questions?
1 - Why should I be interested in YOU?
2 – What do I get if I take the plunge?
3 – Who’s already used the product?
What does a buyer look for?

1 – Why you?
We’re experts, we really care and we give you a personal service? WRONG RESPONSE
Tell them what you are offering over and above your competition to make them want to
being a relationship with you. RIGHT RESPONSE
2 – What do I get?
Here is a list of the products we provide? WRONG RESPONSE
Tell them if they decide to work with you what they can expect, what results they will receive
and how you will deliver the product to them. RIGHT RESPONSE
What do these 3 things tell us?

3 – Who’s had it before?
We’ve been in business for years and we’ve got nice offices. WRONG RESPONSE
Give them the social proof from delighted clients and customers saying that you deliver what
you say you’re going to deliver and you keep your promises. RIGHT RESPONSE
What do these 3 things tell us?

• What is the objective of marketing?
Is it to sell our products / services?
Is it to introduce our products and services?
- People browse before they buy.
- Think of the last thing you bought? Did you buy it straight away without browsing at
anything else?
- People want to be courted. Courting can take a day, week, month or even a year.
People won’t buy until they TRUST YOU
So if people like to browse before they buy, your MARKETING needs to accommodate
this behaviour

• What must you do to accommodate people’s browsing
behaviour?
- Firstly capture their details
- Secondly communicate with them regularly, ensuring every time you
communicate with them you provide them with a reason that BENEFITS THEM
- Thirdly keep communicating with them until THEY ARE READY TO BUY
How do you collect / capture data?
How do you use this data?

• People are attracted to those that give them
lots of useful information
During the buying process you must give your buyers lots of information.
They will get excited by the fact you spend more time with them and give them lots of information, as they feel they are
making an informed decision and spending their money wisely.
WHAT DOES THIS TELL US?
Our competitors are constantly under informing prospective buyers. By providing more useful information than the NEXT
GUY, you’re making it easier for people to SAY YES TO YOU. The more information you provide that BENEFITS THEM, will
increase the chances of a call to action quickly. This could include:
- Explanation of how your product works in detail and how it differs from the competition
- Give them regular tips and advice in relation to your industry

• People prefer to do business with an expert
provider
People want to do business with those who inform them! However they are even more attracted to do business with an
expert.
Do you consider yourself an expert? You HAVE to present yourself as an expert (mindset) to stand any chance of getting a
sale.
Experts are people who provide a certain type of information. This could include, special reports, white papers and mini
courses.
By displaying yourself as an expert you are again separating yourself from the competition. It is important you maintain this
position in your clients mind throughout the process. AN EXPERT IS A SAFER OPTION IN THE EYES OF A CLIENT.
EXPERT STATUS IN THE EYES OF YOUR CLIENT WILL ENSURE
BUYERS CHOOSE YOU TIME AND TIME AGAIN

• People like to do business with people who
keep their word
Very few businesses follow up people correctly (Performark, research company in the USA)
Of 10,000 enquiries
- 22% never received info
- 45% received info 65 days later
- 12% took more than 120 days to receive info
- 85% were never contacted
You need to make contact with anyone who enquires with your client QUICKLY. If email doesn’t work, call them, if calling
them doesn’t work, send them a letter, if a letter doesn’t work text them, if non of this works offer them something for
free.
Your competitors are very unlikely to be following up leads correctly
When you speak to a client, you must have a pre-planned sales process in place to move your client to the next step
logically – What is YOUR SALES PROCESS for getting links?

• 7 positive contacts before someone buys
Does your sales process have 7 positive contacts in it?
What do you want to share with a buyer at each stage?
This process could include:
- Emails
- Sales calls
- Letters
- Faxes
- Face to face – personal presentations
- You need to automate / plan it so that you know it’s going to happen every time

• Make sure your contact points are ALL
positive
Buyers do not buy immediately, nut just contacting them isn’t enough to get them to buy
from you.
The key is to ADD VALUE every time you make contact. Put yourself in the shoes of your
customer – what would you want to hear?
If you kept getting really cool stuff come through, via the post and email that lights your fire
then your sales will come flying in!

By having POSITIVE contacts what does this tell
you?
Consider the 7 step sales diagram. It tells you that not only do most people buy after the 5th
contact it tells you that most of your competitors have given up.
By leaving a positive impression each time, it keeps YOU infused to keep going and continue
to close the sale
If you leave a negative impression and interest drops – what happens? (next slide)
By carefully planning your sales process and keeping more people in it will result in more
sales – THE MORE PERSISTENT YOU ARE THE MORE LINKS YOU WILL GET

Buyers are creatures of convenience
When we buy, we prefer to take the easy option. Therefore…
The more competitive a market the easier you need to make it for your prospective client to
business with you.
For example, consider the process of buying a car?
Previously you could only ever book a test drive if you wore smart clothes and were polite. If
you were lucky they might show you a brochure
Now – you can book a test drive online, download brochures, even build your own car!
Consider how the process has changed…

Buyers point of view
Be very aware of the buying process from the BUYERS POINT OF VIEW.
If you don’t consider all avenues and media / technology that make it easier for your
prospect to do business with you you’re probably losing business to those that have

Buyers want what they can’t have
A very powerful behaviour trait is the fear of loss.
Once you have created value in your sales process – consider this!
There are not many people in the world who are not bothered about missing out on
something they truly value. Use this to your advantage to get people buying what you have
to offer
WHAT DOES THIS TELL YOU?
When offering your product – do two things
1- PILE ON THE VALUE (EXCITING, QUICKLY)
2 - LIMIT THE AVAILABILITY

Buyers like to stick with what they know
Resistance to change is a massive part of a buyers behaviour patters. This can work for you or against you.
People like to do what they have always done – security blanket syndrome – step out of the box!
Not many people will say “lets go and try something new”. Therefore the things we are use to will always be top of our lists
To get a buyer to try something new requires allot of thought and problem solving.
Making the assumption and usually fatal mistake that someone will give you a try is going to put you out of business
To shake that apple from the tress you need to make it IRRESISTABLE – strong guarantees - free trial for a week. If the product
lives up to what you said your refunds will be outweighed by the extra revenue you generate. The more you think and act on
this assumption, the more you’ll find buyers giving you a try

Buyers care more about what they get rather
than what they spend
Something amazing about buyers behaviour is how buyers love to spend money when they think are getting a deal!
How many times have you come home with the BARGAIN OF THE CENTURY? How great does it feel when you manage to
reduce the price off something?
When buyers look at the cost of goods / services they are not actually thinking about the price! Instead they are thinking about
how much they are going to save or gain when they put their hand in their pocket. i.e HOW MUCH VALUE FOR MONEY ARE
THEY GETTING?
Therefore in your marketing you have to have deals where it will be hard to say no to. Show normal price against the offer
price. Add bonuses, free gifts! Remember the better the deal the more they’ll spend. Add perceived value

Buyers are less trusting than ever before
Buyers are more sceptical and much less trusting nowadays about trying something new. Why? Our society
is full of corruption, lies and deceit therefore this effects us all due to the society we live in. Buyers do not
believe you and your message in isolation.
Trust is the the most important factor of any sales process. You need to have loads of testimonials, and
social proof. This doesn’t mean names on a piece of paper, this means:
- Press releases
- Testimonials – videos and audio
- Contact numbers of your customers
- The more you reduce the barrier to entry and make your buyers think..
‘well if all these people are writing, saying good things about this company it must be ok’

If they don’t buy from you they will buy from
someone else
One thing is certain in the sales process, when a potential customer starts the buying process
they will buy! Question is will it be from you or someone else?
This means you have to be constantly in the mind of your prospect. If they don’t know you exist
or you let them start looking at something else you haven’t got a chance!
Buyers might not know of you now, but you need to ensure you are in the correct places they
are looking. You must market yourself where your buyers are
Where do you want to be advertised? How is your advertising going to position you above your
competition?

Who will the customer buy from?
The business that communicates the value and benefit – EVERY TIME!
Not the cheapest! Business owners often make the mistake of thinking that price is the main
issue in the mind of their prospects. For some people it is, this has increased in the recession,
however huge majority of people buy on VALUE
Of course value and price are completely dependent upon each other. Added value is the
difference between the price someone pays for the product and what they are getting over
and above the price
If you don’t add value to your proposition you are giving your competitors your business
How can value you be added to what you are offering?

Buyers like to do business with those that treat
them well
This technique will ensure your customers buy from you time and time again. As long as you
treat your customers like your closest friends your clients will buy from you time and time
again.
Don’t neglect them, keep in contact with them, keep educating them, keep offering new and
exciting products. Each contact you have has to be a POSITIVE AND FANTASTIC ONE AND THEY
WILL BUY FROM YOU CONSTANTLY
It is easier to generate revenue from existing customers! Every interaction needs to be met
with huge satisfaction

• Approaching organisations to get links
When approaching businesses the key thing to remember is “People Buy People” therefore it
is essential that you are confident, enthusiastic and positive about your product.
There are many ways of approaching businesses such as;
Networking
Contacting by phone
Contacting by email
Directly visiting the business
Face to face contact is always preferable and we have found this type of approach is very
successful.

Simon rickett explains the key factors of sales and marketing

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Simon rickett explains the key factors of sales and marketing