Selling

Revenue models. Planning and implementing an actual sales process: online and in real life.

Resources

 * Overcoming clients' cost objections: 12 ways (Carol Tice at Make a Living Writing)

Writing Rate Calculators

 * Editorial Freelancers Association

Fundamentals

 * Chris Brogan (The Owner's Path) via newsletter, 13 July 2014: stop selling, start solving!

The Project Management Triangle

 * Good - Fast - Cheap - You can have 2 out of the 3 (see also: Wikipedia)
 * If a client wants it good and fast, it won’t be cheap.
 * If they want it fast and cheap, it won’t be top quality.
 * If they want it good and cheap, it cannot happen fast.

Revenue Streams / Sales Models
Youtube: here and here

Revenue Models
Asset Sale Ownership. Right to a physical product - cars, products, hardware...

Usage Fee Cell phone companies, FedEx

Subscription Fee Not per use, but flat rate. Netflix, Salesforce.com, camera gear, car rentals

Licensing e.g. Software. You don't own a copy, but license it to use on your hardware

Intermediation Fee Business brings 2 parties together for transactions - e.g. AirBnB, Etsy, Cafepress, real estate brokers

Advertising Fee paid by brands and companies to get in front of potential customers, e.g. on Google

Pricing Tactics

 * Inside revenue streams, we may have PRICING TACTICS
 * FIXED:
 * Cost + Markup: you decide what to sell product/service for: production cost + markup (profit)
 * Value pricing: price on customer segments, or features they need
 * Volume pricing: encourage high volume purchases, product becomes cheaper if buying more
 * DYNAMIC: prices move! e.g. negotiation
 * Yield management: airlines. Seats get cheaper shortly before plane takes off, based on experience, time etc.
 * Real-time markets: stock market, eBay
 * FIXED/DYNAMIC: how to know which one to use? Talk to and understand audience.

Salesperson's Philosophy
E-Mail by Paul Jarvis, Feb 22, 2015

"Like any relationship, the awkwardness [between seller any buyer] can be avoided with two of the most important qualities: honesty and respect." 
 * Stand behind what you make 100%
 * Making money is okay (naysayers can always walk away)
 * Design for the audience
 * Want your audience to do well
 * Value critical thought and discussion
 * But not complaining, berating, putting down
 * Listen, take note, make what the audience wants

Getting Testimonials
Article by M.J. Plebon on LinkedIn
 * Ask happy customers for testimonials and reviews
 * To post in which venues? Identify the ones that have high credibility in your market
 * B2B: LinkedIn
 * B2C: Yelp and similar directories / Facebook, G+
 * Offer tools to make testimonial writing simple and fast
 * Step by step instructions to find my profile
 * Direct links to your online presence
 * Guidelines: examples of other reviews for inspiration
 * How did they feel when using product/service?
 * What was pleasantly unique/unexpected to them?
 * It's like farming: plant seeds, be persistent, patient

Give for Free or Sell?
Article on Copyblogger
 * Write about small, quick wins: techniques that are fast to implement and generate benefit! Best: from my own experience.
 * Pat Flynn: give away content that shows people exactly what to do to solve their problems!
 * Offers value (ppl can start on their own)
 * Shows why paying for the service is a good idea
 * Free content:
 * Attracts target audience
 * Encourages sharing of my ideas
 * Establishes peer connections
 * Informs audience of my value:
 * What problem do I solve?
 * What can I help achieve?
 * Shows proof and results (e.g. case studies)
 * "Free taste"
 * Tells my story
 * Can be used to reward prospects for attention
 * Don't make it too complete
 * Don't explain too much "how" - rather: "what", "why"
 * Only reveal first few steps
 * Limited support
 * No free access to me
 * Low barrier to entry
 * Don't cover advanced contents
 * Should be easy (no hard work for reader)
 * Paid content: when to hold back and charge
 * People want the info for its value
 * Could provide transformation
 * Make a great deal of money
 * Save time
 * Make recipient more popular
 * Info is difficult to acquire


 * People pay for trust, exclusivity, quality, better technology, experiences
 * Higher perceived value

Sales Advice

 * Provide a regular and premium option instead of yes-no! (Copyblogger, Jul 7, 2015)
 * Give all the emotional reasons why anybody should stay with my product
 * Can I explain this to a third grader so they'll immediately understand?
 * Set up a sales process that exudes quality at every step!
 * Talk about what you notice they’re doing and how you can help
 * Study target and shape pitch for them (in their writing style)
 * Pitch them sth. that’s missing from their site
 * e.g. read their mission statement and find what topic needs more coverage
 * Show my research: case studies, abandoned blogs

Generating Excitement

 * Use time constraints / make product time-sensitive!
 * Pam Wilson (BIG Brand System) in her newsletter from Nov 1, 2014:
 * Talk about product/service months in advance
 * Offer pre-order with reduced price
 * Offer limited-time "early-bird" access to loyal clients
 * Implement low "early-adopter" price (lasts for a week)

From Blog to Sale

 * Here's how it works together:
 * Outposts meet readers, leads, customers where they are
 * Google+: tech, hobby
 * Twitter: general interest
 * Tumblr, Pinterest: creative niches (photography, design)
 * LinkedIn: B2B professionals
 * Facebook: everything
 * Conversation starts here before blog post is released
 * Concierge/content landing pages: lead to best content
 * Lead magnets turn readers into subscribers
 * Conversation shifts to inbox w/ long-term e-mail campaign for continued attention and targeted offers
 * Optimized confirmation pages: user takes "one more action"
 * Webinars and Google Hangouts deepen communication & rapport

Real Life

 * Establish credibility and trust before selling
 * Become acquainted at first meeting
 * "What caught your interest to meet with me?"
 * Discuss all associated problems
 * "Have you thought about...?"
 * Ask more questions: e.g. re. preferred solutions
 * Establish time and money value
 * How much time and money can you save the client?
 * Offer them to take the next step
 * "When would you like to start?"

Online

 * 1. Pre-sales
 * Consider questions, objections: what will stop them from buying?
 * Anticipate their process of talking themselves out of buying!
 * Examples: timing, won't work, no trust, won't use, distance, learning curve, no time
 * Present offer crystal clear and complete
 * Confused people don't buy
 * Why is this offer perfect for the client?
 * What will they gain?
 * What are the exact features?
 * What are they missing out on?
 * How has this helped others?
 * How is there no risk?
 * Guarantee
 * Will I waste my money? Will this work? Is there a catch? Will I feel like a fool for buying?
 * Extend the guarantee beyond what others offer
 * Testimonials: they lend credibility
 * Highlight true benefits! Crucial: "what's in it for me?"
 * List my features, why I include them, how they connect with customer's desires, get to the root of the emotional benefit
 * First: create emotional desire
 * Then: back up with logic and data
 * 2. My Product or Service
 * Customer in mind! Keep them engaged and trusting
 * Tailor product to their needs
 * Listen to their feedback
 * Adapt to requests
 * Set up customer service system before launch!
 * Personal or Team
 * Build FAQ
 * Social Media?
 * Make it easy to use!
 * How can I "wow" them at first glance?
 * Brainstorm about confusing aspects, listen to feedback
 * Provide guides, manuals, FAQs
 * Deliver what I promise and beyond
 * Surprise bonus
 * Additional service


 * 3. Post-Sale
 * Follow-up system: nurture the relationship
 * Are they implementing my product?
 * Do they need support?
 * Are they happy? (ask for testimonial if they are)
 * Offer related products that help the customer move forward

Call-to-Action Button

 * Article on Copyblogger
 * Introduce contrast, e.g. by making a button in a colour that stands out
 * Add a little extra line below the button ("you can always get the paid plan later")
 * Simple CTA: fewer choices! People will feel happier because there were less alternatives
 * Make buttons look like buttons: set apart from other elements
 * A 3D effect
 * A contrasting, non-grey color
 * Feedback on hover (e.g., different color)
 * Whitespace around it
 * An arrow pointing to it with instructional copy
 * Button copy: first person! (imagine "I want to ~" in front of term)
 * Ex.: "find out more", "learn the truth"
 * Make sure people actually do want it
 * Click triggers: e.g. testimonials, star ratings, security messaging
 * Best practices are...
 * Increasing the size of the primary button
 * Using a higher-contrast color for the primary button
 * Greying out or visually ‘cooling’ secondary calls to action (e.g., "Update cart")
 * Moving the position of the primary button above the fold
 * Removing competing calls to action, like email opt-ins
 * Removing the global navigation
 * Adding influential testimonials
 * Adding risk-reducing messaging near the button (e.g., "Next, you’ll review your order")
 * Offering multiple payment options, including adding PayPal

Online Checkout

 * Article on Copyblogger


 * Remove checkout obstacles
 * If account creation is necessary: "Continue" button instead of "Register" (suggests less engagement, commitment)
 * Print prices in small fonts
 * No Dollar signs (instead: e.g. CAD, USD) (psychological effect)
 * Free shipping (or free shipping above high double-digit price)
 * Personalize once you have people's data (e.g. "Thanks Matt!")
 * Slim sign-up forms! No unnecessary shit ("company name")
 * Pre-populate as many fields as possible!
 * Tick-box for identical shipping & billing
 * Coupon code fields only for those who qualify
 * Validate right after field is filled (e.g. checkmark if it's ok)
 * Credit card form: tie into image of card!
 * Few buttons with clearly understandable labels
 * Assure customers all the way to paying: money-back, security
 * Keep showing what they're getting (solution, value)

Pricing

 * Copyblogger : higher price sparks curiosity
 * Create comparison: between your own products (cheap version vs. top-of-the-line)
 * Charge according to the project management triangle! (aka "quality triangle")
 * "Your emergency is my opportunity"