Page 266 - Duct Tape Marketing

Turn Prospects into Clients and Clients into Partners with an Advanced Education System

What Objections Usually Mean
There are libraries filled with books about overcoming sales

objections, but I can boil almost every sales objection down to two
simple things—the prospects aren’t really qualified enough or they
don’t have enough information. Even a price objection means that
they either can’t afford what you have to offer in the first place (not
qualified) or they don’t yet understand how valuable what you have to
offer is (not enough information). Your job then is to simply attempt
to solve either objection by way of education.

An offshoot of many Duct Tape Marketing lead conversion sys-
tems is something called a drip system. A drip system is a method that
allows you to automatically refilter your prospects into a communica-
tion system that continues to drip more information to them over a
long period of time—a year or more. You can put your prospects who
aren’t ready to become clients (or who can’t seem to make a decision)
into this education system and stay in touch easily until they are ready
to react. Use your CRM software and the constant contact method
described in chapter 11 to put this on autopilot.

Make Yourself Smarter
The Internet, as we’ve already discovered, is a great place to get

the word out about your business and automate many of your market-
ing activities, but it’s also a great way to become a much smarter lead
conversion player.

The essential building blocks of trust are value, knowledge,
and common ground. Your prospects want to know that you offer
something of value, understand their business, and can relate to their
world before they will relax their anti-salesperson guard a bit. In order
to break through quickly with a prospect, not in an effort to trick
them but in an effort to get your message heard in the right vein,
you need to do some homework. Use the vast array of Internet-based
research tools to discover everything you can about your prospects,

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