We’ve come a long way. In Chapter 1, we discussed the need for you to sell a transformation instead of talking about your service. You need to talk about how you can take your customers from a dissatisfied “before” state to a transformational “after” state.
Then, in Chapter 2, we discussed how you need to turn your service into your best marketing tool, through customer-centricity, the culture of innovation, continuous optimization, and corporate agility. In this day and age of instant viral communications, bad news about a company’s service can spread quickly and can literally sink a company. But, delivering fantastic service can also spread virally.
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In Chapter 3 we discussed the need to produce authority content. Whether you publish a report on some piece of original research your company conducted, or you write a book, or you deliver a free three-part video course, you become a trusted authority in the eyes of your prospects and your marketplace. This increases the likelihood that prospects will answer your phone calls or choose you instead of a competitor.
In Chapter 4 we discussed how you need to completely change the purpose of your website. Instead of treating it like a virtual brochure, talking about your services, use the concept of the “app” to make your website functional and useful. Give your prospects something to do: download a lead magnet, educate themselves, schedule an appointment. Tell them how to do business with you. Get them to visualize what it’s like to be your client.
In Chapter 5 we talked about the need to drive traffic to your website. Gone are the days of “if you build it, they will come.” Driving traffic needs to be a purposeful, methodical act. You can use paid traffic, earned traffic, organic traffic, and owned traffic. The Holy Grail is owned traffic, and that means building a mailing list of prospects who are happy to receive your latest blog posts or podcasts in their inbox. Having owned traffic means you must think and act like a media company, in addition to whatever it is you do (software development, BPO, customer support, etc.).
In Chapter 6, we recognized that, despite living in a digital world, outbound sales and marketing is alive and well – especially when you have a limited market. There’s no point in waiting for all 500 of your target customers to suddenly discover your website and contact you. You need to reach out to them. But do it in the modern, 21st century way. Execute contact campaigns as described in Stu Heinecke’s book How to Get a Meeting with Anyone.
Finally, in Chapter 7 we brought it all together and discussed how to actually sell your services. Most companies get this part completely wrong. They try to sell their core services right off the bat. It’s like they’re asking someone to marry them just two hours after meeting them at a party. We proposed the escalation method as way to ease your customers into the relationship, so that each step along the way is a logical, natural next step for your customers.
Your Next Steps
The steps I outline in this book can seem overwhelming, and I’m sure you’re asking yourself, “Where do I start?”
Start with Chapter 7, how to sell your actual service. You need to create the exact flow that will get customers into a relationship with you that escalates into a full-blown engagement. Think about how you can get them into that commitment and consistency mindset by offering a small initial commitment, the lead magnet. Then an EPO, the impulse buy. And, finally, your core offering and your profit maximizers.
Reverse-engineer your sales process in your home country. If you’re from Mexico, Argentina, Brazil, or Jamaica, how do you sell your services? Where does that conversation take place? How do you typically close the sale? What do you say to your prospects? What do they say to you? What happens right before the sale? Do you meet at a restaurant? Do you have several phone calls?
Really try to identify the exact details of that sales conversation. Identify any trends or patterns you’ve noticed that are common to all your most successful sales calls, then design an EPO and a lead magnet for the U.S. market that can replicate that sales scenario for you.
If you’re just starting out, this doesn’t have to be online at all. In fact, at the beginning it should be manual.
Find conferences in the U.S. that your prospective customers attend. Go to the conference and book a hotel suite near the conference (or at the conference hotel). Schedule an intimate executive briefing where you will teach an early version of your authority content. At this stage, your authority content will be just a PowerPoint presentation that you will deliver live.
Then contact as many event attendees as you can who fit the profile of your ideal customer. Invite them to your exclusive event, and offer to serve food and drinks. You should have no more than six or eight executives attend. Make sure these are top executives, like Directors of Development, CIOs, or something similar.
Deliver the presentation as a true, educational event. Don’t turn this into a glorified sales call – you’ll just turn everybody off. Offer something of value, like “How to Digitally Transform Your Company on a Budget,” or something like that.
A week before the conference follow-up with the confirmed attendees and ask them for their biggest concern related to the topic. Ask them, “What is the single biggest challenge you’re struggling with in your business, right now?”
This will help you to customize the presentation to your audience so that you answer their questions, making you more relevant and increasing the chances you can obtain your first clients.
Finally, after you deliver your executive briefing in an educational format, then you can announce that you’re offering a special deal for a limited time. This is when you introduce your audit, roadmapping session, or some other low-cost entry point offer.
About Content Marketing Latam
Content Marketing Latam provides education and consulting services for Latin American companies who want to implement content-based digital marketing strategies to expand their market and sell more. Through our consulting division, Nearshore Marketing, we specialize in helping outsourcing companies with their U.S. digital marketing strategies.
If you’d like us to help you with the strategies described here, contact us at email@example.com, or call me at +1 512-945-9273. We will schedule an initial 20-minute strategy session and determine if you’re ready to work with us. You can also visit us at https://contentmarketinglatam.com and http://nearshoremarketing.com
The next step would be to schedule a one-day, onsite strategy session to map out your U.S. marketing strategy. After the workshop, we will deliver a full strategy and roadmap with timelines and KPIs that you can either use to implement yourself, or hire us to execute for you.