A sneak peek into the Mind Of Your Prospect; Marketing Freak Show

 

Mhm marketing freaks is aiding here and today we have another episode today. I want to really spend some time and focus on, uh, something i've talked to you a little bit about before, but it really is kind of at the heart of marketing from prospecting perspective.

And what I want to talk to you about today is understanding the journey you're going to take your prospect on and specifically, the mindset of your prospects. So, you know, a sales guy here that transitioned to marketing so both sales and marketing. There are a lot of similarities now, but there's also some differences.

And so what we want to understand when we put our marketing hat on when we put our marketing free three cat on is we want to put ourselves in the mind of your prospect.

Now you have three kind of prospects in mind when we're talking about marketing, specifically online marketing, alright, reaching out through email formats, things like that.

So there's three basic kind of prospects that we want to think about their either a cold prospect. They're either a warm prospect or they're either a hot prospect.

So obviously, the hot prospect means that they have indicated interest in you and your products services. There has been engagement there at some point, and they know of you and they know about you. Okay, so why they haven't become accustomed yet. Why they haven't purchased is, you know, there could be many reasons for that.

But they know who you are. They're aware of your product. They aware of the need, it fits. So there are a hot prospect. You don't really need to do much more than just talk about your the outcomes you deliver and they make their decision.

The warm prospect is someone that knows who you are, and you kind of decide what you're going to talk to them about. Their warm, they know who you are. They know what you do. But they're not really fully sure that it's the right decision for them or that they're ready to make that decision.

Of course, then you have the cold prospect and the cold prospect doesn't know who we are, doesn't know us. And so that's kind of who we're reaching out to. Most of the time when we're thinking of prospecting is the cold prospect. They don't really know of us, and they don't know of our products and services, so kind of think of it like that.

A cold prospect doesn't know who you are. A warm prospect knows who you are but really hasn't analyzed, and there isn't really sure where they are in the process of whether or not they need your product or service.

And the hot prospect knows who you are there probably analyzing all the needs, all the different variables out there, and they're going to make a decision. The question is, is that they're making decision now, tomorrow, next week or next month.

But the need has been established and the desire to fulfill has been established. The question is when. So when we're talking about a cold prospect, which is what I want to talk about today we want to automate this as much as possible because, you know, what i'm talking to you about today is i'm talking about the old way of doing it where you would have your list of business cards and you would sit there and you would pick up your phone and you would phone one right, you phone to your phone. Three, right and you would keep phoning and phoning and phoning and you would leave messages after messages after messages.

And then you would put these guys over here and they sit there and then you say, okay, next week, i'm gonna call them again.

Okay? From a sales perspective, when sales gets involved, that's costly, right? Because we might be, uh, you know, we don't come cheaply.

And so as sales people, for us to sit there before owning these people trying to reach out to them, it can be costly in time, especially from our employers perspective. So we want to kind of make this as easy as possible. So that's what i'm talking to you about today.

I'm talking about changing the way we think about things. And instead of taking a business card and phoning today, phoning tomorrow, phoning next week, we just want a list of business cards to call who are not cold.

They're warm and ideally, they're hot, right? That's when we want sales to get involved because we because sales is expensive right there on salaries, they're on salaries. There are commissions there on on gas time sell time.

Uh, and they're out in the field there. Out busy, uh, to stop what they're doing to start focusing their time on cold. Uh, and trying to get people interested, um is an old way of doing it.

Not saying sales doesn't do it to some degree, but marketing today's day and age. That's where you do this. So let's take these business cards and let's change the way we do it so we can get this business card either by grabbing their information off the internet.

Their business cards always information, right. They can sign up on our website for a webinar. They can download a white paper. We can make a traditional cold call and get their email.

The bottom line is that we are getting their contact information and we are going to reach out to them. But to sit there and to take this phone and dial the phone number and then, you know, is, uh, susan there, you know that's time consuming.

We want to be in front of people that are most likely to buy, most likely. So we want to get we want to spend as little time as possible on cold leads on cold calling.

We want to spend more time on warm leads and want to spend most of our time on hot leads on those that are interested recognized that there is something that we can deliver. So that's what we want to do. So let's change our perspective. Now let's get out of sales guy and get into sales gal or guy, right story marketing guy.

So let's look at and go to my screen here. I want to show you. So when we get to my screen here, this is what we call a customer journey, okay? And so a customer journey is nothing more than automating the steps that you're going to do to take a cold prospect to warm to eventually hot.

But we want to automate it as much as possible for obvious reasons. So if I take this as an example, and we're just gonna start right here, right, we're just starting.

That's all we are doing. So if we start here, then you see that it starts. That's all it is. This is a start.

So what we want to do is we want to think okay, our prospect is gonna get in here because we're gonna enter their name through our business card or how they get into the process could be manually.

You could enter it through getting their information from the business card. You can get it through the website you can get from watching the webinar. There's lots of ways.

How you get their information is, uh is the start. The next thing we want to do is what's the action. So we get their information and we put them into the system.

So let's let's take the action. I have to get a full screen here and let's take the action. What does not let me work? Oh, I know why.

So we take the action, okay? And we're just gonna go next step, go from the end of the information. And what is the action? What is the action they're going to take? What is the action that we want them to do?

Right. So what do I mean? We get their information, we get their business card, we meet them at a trade show. We they take a webinar or whatever it is, we get the information, they go into the system.

What do we want them to do? Well, here's the action. Right? So this is all being automated. We want to send. There's so many things we can do. But let's look at something we can create a workflow.

Meaning we could set something up that says, hey, bob. Susie, whatever. Um, do this task.

We could put them into a group, okay? Or we send them an email. So for today, we want to send them an email and instruct your email. Right? So we're just gonna choose any email does not matter what email we're gonna do, and we want to do we want to do something when they do something. So if they read it, do we want to put them into a workflow? Which means do we want to put them into a thing where we have a task where we're gonna maybe text messages or we're going to call them whatever the system will tell us to do that in this case, we're not going to so no read, no click.

We're just going to send the email, okay? And we close. Okay, so then there's a then there is a decision. So what's the decision?

Right? The sentiment, it there's decision now if the contact reads email and clicks read. The previous email visits of the web page is all these things in response to a survey watches of email, video answer, survey questions.

There's so many things we could do to get the system to automatically do this. But we're just gonna sit that today as they read or click an email. Okay. S sick.

That's it. So did they read and click the email? We're gonna have two different actions. Okay, action. One action to so I want you to just get how we're automating this.

Okay, so we're automating this because i'm sorry. Yeah, that's all we're doing. Okay. So what? What are we setting up here? We're putting the contact information in.

We send them an email. Hey, bob, great to meet you today or pay. Bob, can you tell me how I speak to in regards to at that person?

Opens up. Makes a decision, right? They read, open it up and they respond to it. Then we send them on this direction.

We send them a follow up or a workflow or what have you if they don't do anything? Obviously our action is different than if they don't respond. So based on their behavior based on what they do, we are going to respond differently.

So we need to recognize this that if we're dealing with cold prospects, we want to get them to warm okay and then eventually to hot. But let's just talk cold to warm.

So a cold prospect is a cold prospect, and they become warm with interaction, dialogue, interest, creating value.

So we want to get them from cold to warm to hot, so their mindset is different. When they're cold, then their mindset is if they're warm and if they're hot.

So what we do is different based on their behavior, because if they don't do anything or do very little, they're cold.

If they start responding to a lot of things, they become more. Um, they start responding to all kinds of things. They're hot, so we don't want to waste our time on the cold. We want us to get sales involved in the warm and definitely in the hot, and that's where we start to create a journey or we automate the process.

So I hope you can see how automating your process is very, very critical because you can just automated. You put them into this group. Let's say they're pulled.

They read the email one email to, uh, whatever it is, they they are responsive. You send a text message, they respond. Boom. They go to this group and they go into this group.

And now that group is warm calls. So it depends on what your sales processes on, how you want to do it. There's no right or wrong. There's different ways to do it.

But what we want to do is we want to spend our little time. We want sales to spend as little time on cold calls and focus their time on warm calls and particularly hot calls.

Hot leads. So what marketing can do, whether or not we are the same person doing it or whether we have the division is we're putting on a different hat, and if we can automate our prospecting, our cold calling, if we can automate it and only get involved when when lead to become warm, then we have most more of our time focused on leads that are more likely to buy because we've all been there before. We were calling people that won't respond to us to have no interest.

But in the old days, all we could do to that all we could do was send them an email we wouldn't even know if they emailed. And when we're talking even older than that, it was simply a phone call, right? You left a message if you got through and they either call you back or they didn't.

So you call again. You call again. So this is doing the calling for you. I hope you find this value. It really is important that you, your company, your organization is embracing a marketing perspective or usual izing marketing to some degree for your prospecting.

Because at the end of the day, it's quicker, it's faster, and you will find more success in it. I hope you find this value.

We will have a little bit of a different look next week. Looking forward to sharing that with you. I'll see you Tuesdays for clean freak Wednesdays for sales freak.

Thursday's for marketing freak everyday 12 pm, pacific. Talk to you, then. Yeah, yeah, yeah.

Mhm.

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