He guides his own ship in an entirely different path than other books that expound on common efficiency principles. The market doesn’t pay you to have the best products or service. It rewards you for solving problems. Are you an agency owner, business coach or marketing consultant who likes to keep up with the hottest new ‘ahead of the curve’ strategies so you can better serve your clients? Get creative and think about unique ways you could deliver value and show them live on the call that you can help them by actually helping them.

This section of the conversation is to simply tell them what you’ve got to offer and what your program can help them achieve. Tailor this to the specific problems they told you they were having earlier in the call and position it as exactly what they need – because it is! To explain how the average salesperson screws up the sale, he goes into what 90% of salespeople do. Are you a real estate agent, property developer or mortgage broker – who wants a flood of the most highly-qualified and cashed-up customers waiting in line to do business with you? Most people get this wrong and immediately try to sell to the 97%, but the fact is, fast selling doesn’t work with cold traffic. The use of words like ‘crush your competition’ and ‘bait’ to describe offers for potential customers might appeal to some people, but it’s not for everyone. The approach is quite masculine, with a lot of playing hardball tactics.You may have to write out this section of your script because everybody’s service and offer is different. Write it out, read it aloud, and ensure it rolls off the tongue; and then practice saying it over and over again to get the delivery perfect. This is crucial. This overview should be no more than two minutes long. Sabri Suby is King Kong’s founder – an Australia-based digital marketing business with a wide network of clients worldwide. With Facebook, you can laser in on those who are good candidates for your services even though they may not even know it yet.

The title of your free report is the number one factor in the pulling power of your HVCO and will largely be responsible for the amount of people that enter your funnel… and the amount of sales you make.

PHASE 8: Automate And Multiply

Shine a floodlight on the problem: Identify the audience (who they are, how they feel) or tell a story about a problem, a struggle, or a challenge. Get an answer to these questions, let them tell you exactly all the things they’re trying to achieve, and get some specifics before moving forward with the call. Your ads should make a red-hot pitch for your product or service in the same way as a salesperson would in a face-to-face selling situation. In this book, Godin introduces a groundbreaking concept that will help you tailor your message, whether it be through TV commercials, video marketing, or traditional methods, so that consumers willingly accept it. Instead of bombarding customers with irrelevant content and messages, Godin emphasizes the importance of providing customers with incentives to voluntarily accept advertising. However, I do think that like other gurus out there, he makes some pretty bold claims in his sales pitches to lure people into his sales funnel.