TweetIf you are not doing this, you likely don’t really understand how Google works.

Google knows a lot about you.  And they are learning more and more each time you search.

They have a pretty good idea about things like:

• What kind of car you are thinking about buying
• What illnesses you have
• Whether you are a dog or a cat person

Now, with their introduction of Google +, a Facebook competitor, they are adding a social layer.  This includeds information like:

• Are you married?  If so, to whom?
• What is your favorite Thai restaurant?
• Who are you friends with?  And who are they friends with?

They also have a pretty good idea of where you are.

Here is the point… Google takes what they know about you and customizes your experience.

Here is why it’s important… You need to understand how Google works if you want to get the marketing benefit.

Here is what I suggest you do… Use two web browsers (e.g. Firefox, Chrome, Safari.)  One that is logged into your Google account, the other that is never logged in to a Google account.

Most of what Google knows about you is based on you being logged into your Google account.

Do some searches on your keywords and just generally experiment with using Google while switching back and forth between the two browsers.  You will be amazed.

It won’t be perfect, but using a “Google Free” browser and a browser that is logged into Google when you are surfing the web will begin to give you a real understanding of how Google truly works.

TweetMy wife would look at me with pity in her eyes.

Me, fumbling around with a socket wrench or (look out!) circular saw.

Puzzled. Completely useless.

Driving back and forth from my dad’s house with borrowed tools rattling around in my trunk and (if I was lucky) my dad sitting next to me in shotgun.

Today, I am proud to say that I am one step above useless as a handy man.  Dare I say, approaching a passing grade as a honey-doer.

My goal is to become proficient in this area.

I’m not looking to become Bob Villa here.  I just need to be able to fix a leaky toilet.

Here’s how I’ve gotten this far, and how I will become proficient as a handy man:

• I have my own tools
• I do the work myself
• I do the work regularly

Apply that to absolutely anything:  Shooting a jump shot, conducting a webinar or making a good raspberry vinaigrette.

TweetThis is so easy, so powerful and so true.

If you want to become the smartest person in the room.

Be silent.

Not catatonic silent.  Sit up, lean in to the conversation and maintain strong eye contact.  But say little.

Call it “engaged silence.”

There is power in this kind of silence.

This is particularly effective if you…

listen very carefully to what is being said.  Actively process the information in your mind.

Then, respond thoughtfully and thoroughly.

Apply this to your business and personal life.  In sales situations, arguments and debates.  You will be surprised.

When you take the time to say nothing, you will be perceived as the smartest person in the room.  And that perception just might be the reality.

The next time you find yourself in a room with others.  Do yourself a favor.

Hold your tongue.

TweetI’m sorry.

It’s possible that the Internet marketers have led you astray.

I’m one of them.  Guilty as charged.

We talk about building huge email lists with automated “drip campaigns.”  We advise our clients to send bulk emails through email marketing software because it is “scalable.”

But this isn’t always the best email marketing tactic.

Here’s why…

The Small List’s Strength Is The Big List’s Weakness

There is no question that building an email list within an email software program is a smart move.  The email software absolutely makes email marketing scalable. If you’ve ever tried to manage a thousand email addresses in Outlook you know what I mean.

But there is a cost associated with sending bulk email.  It’s impersonal.  It’s generic.  And your email recipients are well aware of it.

Yes, yes… I know that you can “insert” a first name into the salutation of the email with email marketing software to make it more personal.  But seriously?  Do you think this is fooling anyone?

When your list is small, consider sending personal email to your list members.  Particularly when you are sending offers to buy products and services.

Absolutely continue to build your email list through an email software program, but know that the reason to use this software is [mainly] because it allows you to manage a large list. There is strength in a massive email list.  The strength of numbers.

But don’t discount the strength of a small email list that you are personally connected with.

TweetFor what seems like an eternity, MasterCard has been running the “Priceless” ad campaign.

You know the ones I mean…

A man has a terrible cold, runny nose, cough, the works.

As he purchases things with his MasterCard, the narrator gives us the prices:

Hot soup, $4.00
Cold Medicine, $11
Tissues, $1
Blanket, $24

Making it all better, priceless.

The Punchline Says It All

People don’t buy soup or cold medicine.  They don’t buy tissues or blankets.

They buy outcomes.

They buy the benefit.  They buy the solution to a problem.

The benefit is priceless.

Same goes for you.  You might think you are selling insurance, aquarium supplies or accounting services.

But that’s not what people buy.

What are you selling that is priceless?

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A service is a promise.

You can’t touch it.  Smell it.  Or try it on and see if it causes a blister when you walk around in it.

It’s just words…

“I will do XYZ for you.  I promise.”

Your prospect is skeptical.  Will you do what you say you are going to do?

Of course, to make things more difficult, you are a tiny business.  You don’t have a strong brand that reassures your prospect that you have been around a while and you are trustworthy.

That’s what brands do.  They remind prospects that everything is going to be alright.  We are big.  We do this all the time.

As a tiny business you can forget about a six or seven figure ad campaign to build your brand.  Nope, you have to build your trust in other ways.

Here are three powerful methods for straightening out those skeptical eyebrows.

1) Always do what you say you will do

It is truly incredible how many people tell you they will do something.  But don’t.

“I will email you the sales sheet today.”

“I’ll be at your office for the demo at 9 AM.”

“I’ll get you the name of that great Thai restaurant I recommended when I get back to my office.”

These seem like trivial matters.  But if you don’t email the sales sheet, show up on time for the demo or fail to pass along the name of that Thai restaurant — you didn’t do what you said you would do.

And eyebrows are raised.

If you tell a prospect you will do something, do it.  No matter how trivial.

2) Offer a guarantee or trial period

Since I can’t hold your service in my hand, I am taking a great risk by hiring you.

Offering a guarantee is the best way to overcome this risk.

A trial period is a form of a guarantee.  It says, try us out for a period of time without putting skin in the game.

Guarantees and trial periods are often a necessity when selling services without a brand.

3) Offer a mountain of social proof

Testimonials, endorsements, a portfolio of past projects and other forms of social proof should be evident in everything you do.  Don’t skimp here, offer as much evidence from other people as you can muster.

Remember, we believe very little of what you say about yourself and quite a bit of what others are saying.

Social proof is important in all types of selling but particularly in the selling of services.  Often it is the only tangible evidence that you will do what you say you will do.

Your prospect may have trust issues at the outset.

But these three methods will go a long way in satisfying even the most skeptical eyebrows.

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Here’s what they’ll tell you…

“You must focus.  Be clear on your dream and take a direct path to it.”

Here’s the reality…

• You have a mortgage
• You have utility bills
• You occasionally would like to (at least pretend to) have a social life

You need money.  You need sales.

You aren’t alone.  You didn’t start your own tiny business to work 12 hour days doing things you don’t enjoy.  You have a dream of working when you want, on what you want.

That’s the dream.

Here’s the reality…

You need money.  You need sales.

It’s OK, just answer these questions (truthfully)

It’s not just OK.  For most of us it’s necessary to deviate from the dream.  You will need to tolerate this, particularly at the beginning.

What you shouldn’t tolerate is flying blind.  Occasionally, you need to look up from your work and evaluate your path.

When you do, ask the following questions:

1. Has my dream changed?  If you’re like most entrepreneurs, it will.  And it is critical that you are aware of it.
2. What are the granular tasks it will take to achieve my dream? Granular is the key word here.  You don’t need to outline every detail but dreams are only achievable by accomplishing all the little tasks it takes to get there.
3. What can I do to make money while I move closer to my dream? The second part of this question is the most important.  The reality is that you will deviate from the path, but that doesn’t mean you have to stop moving toward your dream.  Your path may not be a straight line, but you are gaining ground.
4. How far have I strayed off of the direct path to my dream? Despite its necessity, straying from the path will cost you time and energy.  The time and energy you spend straying from the path subtracts from the time and energy you are spending on achieving your dream.  You will have to weigh the financial benefit of straying against the setback it will cause.
5. Is it necessary for me to be deviating from the path?  Sometimes we stray from the direct path simply because that direct path is hard and straying is easier.  Poor choice.  If it is not absolutely necessary to stray, don’t.  Push through.
6. Am I moving forward or backward?  Straying doesn’t necessarily mean moving backward.  Remember, you are straying because it is financially necessary.  Look for ways to stray, make money and still move toward your dream.

How to stray in a smart way

Question #6 above is critical.  Straying doesn’t necessarily mean moving backward.

To illustrate, here is an example:

James starts a tiny business as a freelance copywriter.  His dream is to write copy for mid-sized companies in the health care industry.  Unfortunately, at the moment he doesn’t have enough clients to make this a reality, so he strays.

James strays smart:  James takes a contract position writing blog posts for a popular blog in the health care industry. James pays his bills.

Smart because he is writing.  Smart because he is writing about the topic he dreams to write about.  Smart because he is building his portfolio and likely making connections in the health care industry.  Smart because his house is not being foreclosed upon.

James strays dumb:  James takes a 9 to 5 job as a salesman at a lawn furniture distributor.  James pays his bills.

Yes, James is paying the bills.  But he is moving backwards.  Dumb because he is spending precious energy on a job that is not taking him closer to his dream. It’s not the fact that he took a 9 to 5 job (I had to do it in 2004) it’s the fact that the job doesn’t move him closer to his dream.

Is your glass half full, half empty?  I don’t know.

What I do know is that they only thing that matters is reality.

Sure, if you have the money, take the direct path.  If you don’t, be a realist.

Stray from your dream when necessary.  Just make sure you are straying for the right reasons.

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Often, your prospect will just tell you.

Something like:

“The last accountant I hired wasn’t responsive. I had to let him go.”

or,

“I worked with a business coach two years ago and she got too personal.”

You must overrule this objection

You better believe it.  This is an objection to working with you.

They have been burned.

And they are staring across the table at you wondering if you will burn them too.  Someone has tainted the image of all members of your industry in the mind of this prospect.

You are guilty until proven innocent.

How to spot a “burn scar”

First, be aware that it is very likely that your prospect has dealt with someone else in your industry.  In the case of something like accounting or insurance, nearly everyone will have had a previous experience.

Ask yourself this question — “Why is this prospect switching providers?”

Now, ask the prospect.

Questions like the following will cause a prospect to reveal their scar:

• Why are you placing a priority on switching providers?
• What is your definition of a good working relationship?
• What does success look like with this project?

Ask these questions and listen carefully.  If they don’t reveal their scar, probe further.  The sale depends on it.

The earlier in the sales process you identify the scar, the more opportunity you have to overcome it.  Have this discussion as early as possible.

How to overcome the objection

Once you have spotted the scar, you must address it.  Failing to address this objection will lose you the sale.

These are some proven methods for soothing a burn scar:

• Demonstrate understanding – When you uncover the scar, repeat it back to them.  For instance, “What I am hearing you say is that it’s important to you that I be responsive.”
• Tell a story – You can built trust by applying their concern to a real situation.  The more the story is tailored to the prospects specific circumstances, the more effective it will be.  For instance, “I have a client that is in manufacturing just like you.  Availability is a chief concern of theirs as well.   I make it a point to get back to her within two hours of receiving an email.”
• Provide a testimonial – Written is great but verbal is even better.  If you have a satisfied customer that will testify to your ability to soothe this scar, put them in touch or send along a written testimonial that overcomes this objection.  For instance, “It’s been refreshing to work with Russ.  When I have a problem he solves it promptly.  When I send something to Russ, I can cross it off my to-do list.”

Now, deliver

Of course it all comes down to delivery.  Don’t make promises you can’t keep.

Occasionally you will run across a burn scar that indicates that you can’t deliver.  Don’t take the work.

For example, I had a conversation with a website design prospect that indicated the following:

“The last person that I hired to work on this website design project wanted my input on the text that would go on the site.  I don’t have time for that!  I have a business to run!”

This is a red flag for me as I believe it is critical to get input from the business owner on text content and a number of other things.  I turned down the project.

If you spot a scar, overcome it and win the sale you must deliver.

If you don’t your prospect will be revealing his burn scar to one of your competitors that will deliver.

Tweet

This is my favorite from Bill Gates:

And now for someone less famous.  I’m embarrassed to admit that this is my first business card from 2004.  I designed it myself, can you tell?

Thanks to the folks at Design You Trust for gathering these inspirational business cards.

We all came from somewhere folks.  Get out there and make it happen!

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We put up barriers.

Not intentionally but nevertheless, they are there.  If there were zero barriers, we would have a 100% conversion rate.  Every sales call would result in a sale.

If you are closing at this percentage, don’t read this article.  Instead, start a marketing and sales consulting business.  I’ll be your first customer.

If you want to improve your close rate and build stronger relationships with your market… read on.

Here is how to overcome 13 overlooked barriers between you and your market:

1. Become “findable” – It doesn’t take a degree in Search Engine Optimization to optimize a website for your name and the name of your business.  Update the title tags and body content on your About Page so your market can find you via Google search.  If your name is John Smith, I’m sorry.
   
2. Provide cures – Not prevention.  Your market is interested in removing their problem, not taming it.
3. Remove Captcha – On lead forms, comments and tools.  I realize that SPAM is a problem but Captcha is not the only solution.  Find another way to deal.
4. Provide your process – I know, I know.  If you put your process on your website, your competitors will steal it.  It’s your call but your prospects want to know and they don’t want to have to call you to find out.
5. Provide your pricing – You don’t want to provide pricing because it may deter prospects from contacting you.  I say good.  You don’t want to waste time talking with prospects that are not capable of doing business with you.  Couldn’t you at least ballpark it for me?
6. Provide social proof – Your market wants to know who else you have helped.  Real people telling their story about working with you.  You can overcome a lot of objections with a properly placed testimonial.  (e.g.  “The value of working with Russ Henneberry far exceeded the monetary cost.  Worth every penny.”)
7. Remove moderation of comments – Using a SPAM filter like Akismet for WordPress will eliminate 99% of blog comment SPAM.  Don’t put barriers between you and your community.  They want to communicate with you and with each other.
   
8. Provide conversion behaviors – When your prospect is ready to hire, buy or engage with you further provide them with the means to do so.   Lead forms for emailing you, phone numbers, buy buttons, email newsletter subscription forms and social media links just to name the obvious.
9. Pick when your brain gets picked – You don’t have a huge brand.  You are tiny.  Your market will want free interactions with you before they decide to buy.  If you don’t provide those free interactions via blog posts, group events, webinars, etc, you will spend a lot of time getting your brain picked over cups of coffee that lead to no revenue.
10. Pick a fight – Your market wants to know what and who you stand for.  The easiest way to communicate that is by picking an us vs. them fight.
11. Provide clarity – If you aren’t clear about what you do, how can your market be clear?  In fact, you need to be crystal clear.  Communicating the benefit of doing business with you clearly to others will increase sales, leads and especially referrals.
12. Provide free trials – Without a brand, and especially if you are selling services, you will likely need to provide a way for your prospects to use your buckets without putting any skin in the game.
13. Keep showing up – Sales is a function of trust.  Trust is a function of consistency and time.  Consistently show up over a period of time demonstrating the same core message.

What is your #14?  How else can we remove barriers between ourselves and our businesses?  I would love to hear your comments below!