How to get more sales, with less friction? 

Are you spending a lot of money on telesales? Have you heard of content marketing but not fully committed? In this episode, Rob talks through his steps for turning content marketing into sales. Talking through the process of selling places on his Marketing Mastermind as a case study. Rob explains why if you use a content marketing strategy it enables you to get more sales with less friction. A practical model for you to adapt to your business and product.  

 

Key Takeaways 

Content marketing is an easier way to generate sales without being too spammy. I have recently followed this process in the sales of my Marketing Mastermind training course.  

Content marketing means that you get warm leads ready to buy easier. You have to have consistent information that they consume where they are at. It probably takes 7- 10 touch points or hours to generate enough warmth and connection with your customer for them to buy from you. If they haven’t built that trust with you before the sales pitch then the process will have more friction. That’s why it’s important to produce content marketing consistently over a period of time. It might not have an immediate return but seeing you online, watching your videos, reading your Facebook posts there will be a lot less friction in the process.  

Cast Study: 4x return on Marketing Mastermind which cost 4,000 + VAT. It was one day of training a month for six months. Participants are able to meet my marketing team/sales team every month. They have access to 19 keynote speeches on the different sections of marketing I have laid out. Then they get access to mentoring in a Whatsapp group. There were only 40 spaces, and there was a discount because we were recording it as part of a documentary. 

Step Zero is consistently doing content marketing as those people will buy your products as soon as they go live. You have to build trust. That relationship needs to come first rather than waiting for it to happen after you need to sell.  

Step One: I asked for a show of interest in our marketing via private message or tagging in the thread. They can watch a video of me explaining the programme, and how to apply to be on it.  

Step Two: Qualification message. I would reply to every private message, send them the link to the previous video and ask them to complete a form. I did a one minute version summary. They are asked what reasons they want to be on the programme and are they able to pay straight away.  

Step Three: Receive replies from the form. I booked a call with them for 15 minutes. If they missed a call they don’t get another one. On the call, I recap the offer and answer any of their questions and then ask them are they in? This is a vision/clarity call rather than a sales call. Some people dropped out then, some other people dropped out on the next step. The key is to get people who are under-qualified enough but are not overqualified.  

Step Four: Logistics. Ask someone else to do all the logistics like taking payment, booking all the dates in etc. In the future, the call step could be done by someone else, with a script.  

Step Five: Have all the information ready for the course before you launch. The dates, the logistics, the guarantee terms, the weekly check-ins. I had all these as assets so they can be given if asked for at any stage.  

Step Six: Programme Goes Live. We filled two programmes. After many months of testing, this process seems to get the right blend of sales and not being too pushy and best results. 

Can you model this to get warm happy leads, and minimise your sales input? Those people who knew me most were the easiest sales. The people who have known me the least, consumed the least amount of content were the hardest.  

 

Best Moments 

‘It takes 7-10 touch-points, or 7-10 hours of content for a warm lead.’ 

‘Ultimately the less friction there is, depends on how many steps there are in the process.’ 

‘You don’t want to under or over qualify people.’ 

‘You want a low friction sales process.’ 

‘Step zero is getting regular, consistent content marketing out there.’ 

‘This is a vision/clarity call rather than a sales call.’ 

‘That relationship needs to come first rather than waiting for it to happen after you need to sell. ‘ 

‘That’s why it’s important to produce content marketing consistently over a period of time.’ 

[Business, mindset, entrepreneur, disruptors]

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ABOUT THE HOST

Rob Moore is an author of 9 business books, 5 UK bestsellers, holds 3 world records for public speaking, entrepreneur, property investor, and property educator. Author of the global bestseller “Life Leverage” Host of UK’s No.1 business podcast “Disruptors”

“If you don't risk anything, you risk everything”

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disruptive, disruptors, entreprenuer, business, social media, marketing, money, growth, scale, scale up, risk, property: http://www.robmoore.com