CMR 6: Is It Possible to Get Your Customers Excited To Buy From You Even If They've Never Heard of You Before?
By Ben Willson
Why do we make assumptions about what people want vs asking them what they want? … and if we do ask people what they want, does it defy Henry Ford’s famous quote: “If I had asked people what they wanted, they would have said faster horses.”? How are you guys doing today? It’s a lot easier to answer someone’s question to help them solve their problem; also the concept of question and answering takes the relationship to a new level, where it’s more interactive, and both sides are invested. This concept is called Permission Marketing Seth Godin, (author and entrepreneur) has a great definition of this: “Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention…Permission is like dating. You don't start by asking for the sale at first impression. You earn the right, over time, bit by bit.” The Narrative Fallacy from Henry Ford’s Quote Compared to His actions To try combine the principle behind Henry Ford’s quote and connect it to Seth Godin’s quote, the objective of asking for the sale while getting the customer invested is a way to gain their permission to market to them by also leveraging your [businesses] capabilities. Henry Ford wasn’t the first person to come up with the concept of the Automobile, The 1901 Mercedes, designed by Wilhelm Maybach, deserves credit for being the first modern motorcar in all essentials. (There were mechanics of an automobile dating back to 1893) I find it quite interesting to look at Henry Ford and his start versus the famous quote about asking people what they would want… Ford produced the Model N, which had great success during it’s run from 1906-1907, enough so that Ford installed improved production equipment, which allowed him to produce a hundred cars a day However… “Encouraged by the success of the Model N, Henry Ford was determined to build an even better “car for the great multitude.” The four-cylinder, twenty-horsepower Model T, first offered in October 1908. It featured: A two-speed planetary transmission which made it easy to drive A detachable cylinder head which made it easy to repair A higher chassis so that the car would clear bumps in the road (including Rural areas) Higher quality steel which made the car lighter and tougher As well as a new methods of casting parts to help keep the price down I find this interesting…because Henry Ford said that people’s responses would have been for faster horses, but clearly there was a mass pivot in his production to suit the needs of his potential customers. Whether or not he actually sat down with customers and heard of their problems, concerns, ideas, etc. There was something to validate the need for his capabilities to produce something that would answer his customers problems. The Power of Questionnaires to Convert ‘Cold’ Leads Back in College, my buddy, Stephen Larsen (Sales Funnel Radio) we had figured out a way to drive traffic by the hundreds-of-thousands, and word got out to dozens of local & online businesses owners about our discovery… Some of the businesses knew we were in college and would ask our teacher to see if he could make it part of an assignment for Stephen and I to help their business… Long story short... I’ll share in another episode because it’s juicy and one of the most valuable lessons I’ve learned in business… the hard way We got royally “Jipt” out of upwards of $20,000... After that sour experience, we decided to not waste the time we spent researching, creating, writing, producing, and converting, for nothing... we came up with an idea of driving traffic to get leads for this company’s competition.. We figured if we could at least bring more business to everyone else, then we could “call it even” from the bad experience… So we went to work on scraping all the names, contact info, services provided, and anything else to help us put together a directory of all the competitors and we started an email campaign. Stephen had picked up the newly released book at the time called “Ask” by Ryan Levesque in which it teaches about the power of questionnaires for getting people to want to learn more about what you have to offer. (Questionnaires/Quizzes/Surveys are powerful!! I’ve got another story to share you in another podcast about getting my Survey onto all Major news websites and potentially swayed the 2016 Presidential Election) We created short questionnaire asking what they wanted to know more about before we launch our concept (without telling them much about our concept…. All these people (competitor’s businesses) knew was that we had selected them specifically and that we were going to give them Free leads for their business to have a “Competitive Advantage” in their area. With this list of “cold” leads, We had a ~70% open rate, and click-through rate above 50% We got so many responses that we couldn’t handle responding to each individual due to the amount of emails; it was easier to send out another mass email compiling all of it into one big response email… We gained A LOT of interest in what we were about to release to them… Crazy to see from that cold email launch, how successful a questionnaire turned out to be. What exactly is the 'Ask’ Method? It’s series of principles originally popularized by Ryan Levesque which expands on the concept of ‘Permission Marketing’. The ideology is that by asking questions of what your potential customers are looking for, you are able to narrow down who are your potential customers into buckets and how ready are they to buy? From this information you are able to target those ready to buy now, and continue sharing more information with those that aren’t quite ready and need to learn more about you or the product in order to buy. To use this in your business, make a questionnaire to get interaction on your website There are many insights you can gain from doing this such as: Who wants to keep hearing from you What they are expecting from you as a business to customer/client relationship What issues they are having in their lives which opens up many opportunities to present them with ways to solve their problems How to engage with them more I use a software called Typeform for my surveys and questionnaires because it’s the easiest software to use for multiple question types, but is also very easy to use, as well as, very clean in its appearance. You can send people directly to the form URL or embed the form on your website. So I’m sure you’re asking “What ever happened to the $20,000” or “what happened after the successful email campaign?” Both Fortunately and Unfortunately… We never launched our “vendetta” business, at least not to the magnitude that we planned. I graduated from College that semester and moved to Denver Colorado with my wife and ended up taking a job with a Consulting Agency in the Healthcare industry... (strange change, but I’m sure you’ll hear more about in the future) Stephen I think went off for Army Training between semesters (for like 8 weeks or something) and by the time he came back, he had an epiphany of what he needed to do to take care of his family. I believe it was around that time he learned what the name of the concept we had discovered and were performing for businesses were called “Funnels”. I think this epiphany hit him quite hard as he now works for the company that is revolutionizing the idea of Sales Funnels [Click Funnels], as well as the inspiration for his podcast “Sales Funnel Radio” Although we didn’t get the money, and we didn’t launch the “vendetta” business... To this day, i’ve followed the same process for before every launch of a website, product, business idea, you name it… getting feedback is powerful, utilizing questionnaires is powerful, and getting permission to bring your potential customers into the mix and gain their trust as you launch products or businesses is crucial to the success of your launch. Put together a simple survey and start reaching out to your current audience, or an audience that you want (either through Facebook groups, forums, advertising, etc.) and place it as a start to your Sales Funnel as a new marketing channel. Thanks for joining in today, Remember to never stop converting!