by Peter Wilson | President
Have you ever wondered why some businesses seem to have a magic touch when it comes to converting leads into sales? Well, buckle up, because we’re about to dive into a podcast conversation between Peter and Chris Goldman, a business coach and marketing strategist, that’s as enlightening as it is entertaining. They discuss the art of lead conversion, drawing insights from Allan Dib’s book, “The 1-Page Marketing Plan.”
The conversation starts with a bang, defining leads as potential customers who have shown interest in your product or service. But here’s the kicker: they compare the process of converting leads into sales to buying a gumball from a gumball machine. Yes, you read that right. A gumball machine. Apparently, people buy from companies and individuals they know, like, and trust, just like they would trust a gumball machine to dispense a gumball after they insert a coin. Who knew business could be so… chewy?
Next, they discuss the importance of positioning your brand, product, or service correctly. They share a hilarious story about a world-renowned violinist, Joshua Bell, who usually earns a thousand dollars a minute for his performances. But when he played at a subway station for an hour, he only made $32. Why? Because the commuters didn’t recognize him or understand the value of his music. It’s like playing Mozart at a Metallica concert – it just doesn’t fit.
The conversation then shifts to the importance of value in your products or services. They argue that businesses should not just sell a service or a product, but also sell themselves as a guide, a champion, and a helper for their customers’ success. It’s like being a superhero, but instead of saving the world, you’re helping customers find the perfect product or service.
The podcast ends with a discussion on transitioning from a pest to a welcome guest. They emphasize the need to bring value to customers’ lives and position oneself as a helper rather than someone desperate to make a sale. They compare it to proposing marriage on a first date – it might work once in a blue moon, but it’s not a strategy you want to stake your business on.
Chris shares his experience with door-to-door sales. He explains that the key to success in this field is not to be a pest, but a welcome guest. He shares a quirky technique that involves knocking on the door four times (apparently, any more or less is a turn-off), backing away from the door, and looking down the street. As tempting as it is to peek through the window, he advises against it. Let the homeowner size you up first. When they ask, “Can I help you?” that’s your cue to introduce yourself. It’s like playing a game of “Knock, Knock, Who’s There?” but with the potential to make a sale at the end. This unconventional approach turns the tables, making the homeowner the initiator of the conversation, and positioning the salesperson as a responsive helper rather than an intrusive pest. So, if you ever find yourself selling door-to-door, remember: four knocks, step back, and let them make the first move. It’s a dance, not a sprint!