Mindwhirl Marketing Podcast

Ep 2 - Aligning Sales and Marketing and Speeding Up Your Sales Funnel

April 26, 2020 Mike and Shellly Miller Season 1 Episode 2
Mindwhirl Marketing Podcast
Ep 2 - Aligning Sales and Marketing and Speeding Up Your Sales Funnel
Chapters
Mindwhirl Marketing Podcast
Ep 2 - Aligning Sales and Marketing and Speeding Up Your Sales Funnel
Apr 26, 2020 Season 1 Episode 2
Mike and Shellly Miller

Mindwhirl Marketing Podcast Episode 2 - In this episode we cover how to align Sales and Marketing using content and process. We discuss how software is not the answer to alignment, instead you need a solid process built upon the buyer's journey and content specifically designed to move the sale along through awareness, interest, education and information designed to build desire in your prospect and entice them to purchase.

The topics covered in this episode relate to the new, most profitable way to market your business using digital marketing named the Client Magnet System.

For an overview of the Client Magnet System, download the Client Magnet System QuickGuide: https://www.mindwhirl.com/lp/m-lp-cms-quickguide.html

To go even deeper and learn all about what the Client Magnet System has to offer, attend our Wednesday webinar: https://www.mindwhirl.com/lp/b-lp-cms-webinar.html

Learn even more at Mindwhirl: https://www.mindwhirl.com/



Show Notes Transcript

Mindwhirl Marketing Podcast Episode 2 - In this episode we cover how to align Sales and Marketing using content and process. We discuss how software is not the answer to alignment, instead you need a solid process built upon the buyer's journey and content specifically designed to move the sale along through awareness, interest, education and information designed to build desire in your prospect and entice them to purchase.

The topics covered in this episode relate to the new, most profitable way to market your business using digital marketing named the Client Magnet System.

For an overview of the Client Magnet System, download the Client Magnet System QuickGuide: https://www.mindwhirl.com/lp/m-lp-cms-quickguide.html

To go even deeper and learn all about what the Client Magnet System has to offer, attend our Wednesday webinar: https://www.mindwhirl.com/lp/b-lp-cms-webinar.html

Learn even more at Mindwhirl: https://www.mindwhirl.com/




Shelly: [00:00:00.39] Welcome to the Mindwhirl Marketing podcast. On today's show, we cover sales and marketing alignment and follow the buyer's journey from the top to the bottom of the marketing funnel. We talk about how it's utilized by sales and help you dig down into what really motivates your ideal customer to respond. So without any further ado, onto the show.

 

Mike: [00:00:21.01] All right, welcome to episode two of the MINDORO marketing podcast. It's me, your host, Mike Miller, along with the marketing goddess Shelly Miller.

 

Shelly: [00:00:29.56] As always, hello. Hello. How are you? I'm doing great. Thanks for the cool introduction. Sure. Absolutely. Very nice of you. There you are. Absolutely. You ready? Get started. I am. We have two cool topics this week.

 

Shelly: [00:00:44.11] We do great articles on our blog that we're gonna go in depth about a little bit, so. Yeah. Yeah. They're really good, helpful tips for businesses. These two topics, all of ours are. But this is great.

 

Mike: [00:00:56.23] Yeah, I think so, too. So we're gonna talk about how to align sales and marketing and how to speed up your sales cycle or your sales funnel. Yes. We're just, you know. They're not the same thing. But the sale is a speedy sales funnel. Does does wonders for your sales cycle. They do so. So it does kind of like the same thing. All right. So which one do you want to start with?

 

Mike: [00:01:23.21] Whichever one. Let's just jump right in.

 

Mike: [00:01:25.28] Ok, well, let's talk about how to align sales and market. Sounds good. OK. So in the blog post I talk about when I met that guy. You know, the Silicon Valley insider on a plane from San Francisco. And it was late night. I was tired. And basically I sat down to sat down next to the guy. Right.

 

Mike: [00:01:47.57] And he was a cool first class upgrade. Yeah, exactly. The one time it happened, which is wonderful. It's like kismet that this took place, so. Exactly.

 

Mike: [00:01:57.62] So everything just kind of fell into place because I was struggling with the problem. How do you align sales and marketing? Right. Because, you know, in our business, we trying to we're always trying to grow and everything's changing, especially when you look at all the different technologies. Remember in 2007, social media was just coming in. You know, it's it's still, you know, to this day being refined and it's always gonna be refine. True. But at the time, there wasn't really solid information on how to use social media for your business. I remember Mr. Wonderful talking about how you can't prove it. It's not worth anything.

 

Shelly: [00:02:39.26] That's right. That's right. Yes.

 

Mike: [00:02:40.88] You'll never you'll never make any money on social media. It's worthless. So, you know, and a back on a day to day. And and this is when the economy is just starting to head south. But it wasn't the economy actually used more towards the housing. But anyway. I just felt like something was up and I needed to figure out a way to align sales and marketing, because the marketing messages that we were putting out and the sales that we were doing weren't aligned. Especially since I could hire like guys who would do sales for us, but they were talking gibberish and nonsense and bringing in leads that were like small time local SEO stuff right now, not the leads you were looking for.

 

Mike: [00:03:31.97] Right, exactly. And I'm not going to say.

 

Mike: [00:03:36.08] Local SEO is bad. I'm not going to say that. I'm just saying that for us, it's not where our talents lie.

 

Shelly: [00:03:42.47] Right. They just weren't the type of leads that we were looking for. Not that kind of work that we were doing.

 

[00:03:47.66] Right. Exactly. So, um. So I wanted to reach out to businesses and to show them exactly how we could help them with their digital marketing. And I felt like I had a really good message. Marketing wise, but it wasn't being portrayed with the sales team. So. I knew something had to change and I was looking for the way to change it. Yeah. And what I realized early on was it was those messages that resonate and. Really, we're talking about like personalization. And we'll go into it actually in the how to speed up your sales funnel. But when you can speak to someone directly so that they see your value because they have a need or a problem that they want to solve. Right. Yes. Then it makes sales a lot easier. It does. And with marketing, you can basically write these messages and overcome objections. You know, in sales letters, you you you take the objections and you overcome them and sales letter so that they are, you know, more prone to do business with you. Right. Right. So and really, we're talking about now take in cold, warm and hot messages.

 

Shelly: [00:05:17.29] Right. So these two blog posts really do work well together. 

 

Mike: [00:05:24.1] So it's it's interesting that it's Episode 2, because they're foundational.

 

Shelly: [00:05:29.68] They are they are foundational for any business. Our business included.

 

Shelly: [00:05:34.15] Yes, exactly. Especially B2B businesses. You know, from software as a service to consultant to professional services and beyond. Right. If you do be to be this is what we're talking about is going to it should resonate with you because this is how sales and marketing are done. Yes. It's just if you're not doing this, then you're not.

 

Mike: [00:06:01.39] You're not going to be successful.

 

Mike: [00:06:05.13] Or as successful as you can be. I agree. Right. OK, so.

 

Mike: [00:06:11.03] Basically.

 

Mike: [00:06:13.94] The goal was to you know, I started realizing that the messaging was extremely important and having the different messages for the different buyers and being able to overcome objections. But the sales team were just in the old school. Objection, handling and selling, you know, not packages, not solutions selling, but more like. Hot message. We have this thing. You need it. Buy it. Yes. Right. And they weren't talking to. They weren't speaking the language of the buyer. So I realized that you have to. Basically, for me to go back a second. I did a video. It was really short and kind of weird, but it was on how to sell a pin. The way to sell a pin is to say. Right. So let's imagine that you have a three hundred dollar luxury pin. Mm hmm. So you would say so someone comes to buy it and you would ask them. So what interests you in this fine writing instrument.

 

Mike: [00:07:28.61] Well, because a pin isn't.

 

Mike: [00:07:32.47] If they don't see the value in the pin. When they walk in or see it in a magazine. If there's not a desire that it creates in them, then you're never going to be able to create that kind of desire. That would make someone part with three hundred dollars for a pin. Exactly. There's no way you wouldn't write it. So that was my whole premise for trying to figure out. Or why I realized that the way to align sales and marketing was through the content.

 

Mike: [00:08:05.74] Because you want to find the people who are.

 

Mike: [00:08:11.72] Ready to do business with you now? Right. So the low-hanging fruit. You want to find those people, but you also want to find the next level of people who are going to make a decision in the three months, let's say yes. Or some. And then those who are going to make a decision in six months. So really it's the same thing. SALES qualifies and disqualifies and then puts people into come up files based on how about how far out they think that they're going to make a decision. Yeah. Well, marketing just brings leads in and then nurtures them to the clothes. It's the exact same thing. It is. It is the same. And it's it's a form of farming, you know. Yeah. Good analogy. So it is the thing is, is that salespeople are they're hunting. Everyone thinks salespeople as hunters. And that's true. You know, to some extent. But they're also farmers. There would be better to put the people that they find the sales team finds into the marketing funnel so that they could be nurtured automatically.

 

Shelly: [00:09:18.74] Exactly. It would because that nurturing process. Just it it just turns so many leads into prospects, into customers eventually, because you like you said. That's why I love the term also. It's a nurturing process. It's it's a nurturing activity. Right. Exactly. Instead of going through hundreds of leads, going, hey, you want this now by hey, you want this, you know, it's a lot better to nurture them.

 

Mike: [00:09:45.44] Yeah. And a lot cheaper. Oh, it is. Yeah. So, you know. You don't want to waste.

 

Mike: [00:09:54.01] Leads.

 

Mike: [00:09:55.5] You don't want to waste opportunities to get in front people and educate them on what you do. You also want to build some kind of enthusiasm for your brand, for your business, for your products and services and for the solution that they're gonna get. Yeah, you know. Or, you know, take advantage of. So. So back to the guy. So I'm sitting there and I'm starting to work on this because I always think conceptually. Right. So if I draw it out first, then I can go on and this goes here and that goes there. Yes. You know. So. That's what I was doing. I was working in Illustrator and I was drawing the first version of our client magnet system, which at the time we called the agile B2B marketing system. Yes. And which is appropriately named. But it's it's too. It's not sales enough. You know, it doesn't pop. Exactly. It's just too professional. But for Harvard. And then they don't like it because it's not cool enough.

 

Shelly: [00:11:06.48] Yeah, exactly. So.

 

Mike: [00:11:09.18] So we changed it to the client magnet system. And really, that's what it does. Right. So if you. So I'm sitting next to a guy and he says that basically he had figured out all the processes and the tools because at the time there wasn't all the tools that there are available now. And his the tools that he had to create did when he went into Salesforce and all that stuff, too. But he had to basically develop these tools in order to align sales and marketing. And so it was built around their process. But there were still downsides to the process because. And the biggest one was he couldn't figure out how to make the sales team an important part of the business. Right. OK. Like. Do they just call people or do they promote the business itself? And if if social media is important or has the potential to be very important to a business, then will they utilize social media? Right. And how do you do that? And then what do they talk about? And then at the time, email was coming out. Yes. Not coming out. But I mean, it was coming up. Right. Cold email usage started to skyrocket because. Well, let's be honest. After two thousand one. All right. 9/11 when nine eleven happened. All the businesses were like, you can't come in anymore. Come into our building. Right. Like Coca-Cola was like no a compound. Yeah. We came down and we got security walk in that. Yeah. Because we're a target for terrorists. Yeah. So changed the rules forever. Exactly. So then you couldn't walk in anymore. And when you called you started getting voicemails and stuff. It's like everyone became insular and so called emails started to take off. And it's still taking off. But anyway. How do you how do you coordinate all these different activities and. Make a seamless system or process, right? And that's what aligning sales and marketing really is all about.

 

Mike: [00:13:40.73] And if you and I know you haven't got a chance to talk yet, but I'm listening to your story.

 

Shelly: [00:13:46.85] I mean, it is it's a very important story because it helps with the understanding of why we had to come up with this, why how we knew that there was a problem and then verified by someone else that they had a problem with it, figuring it out as well.

 

Mike: [00:14:02.61] Forever. Yeah, exactly. And it is a big problem, you know, but if you look at the client acquisition phase of your business, it's the front end of your business. Right? It is the old adage, nothing happens until someone sells something else. That's what we're talking about. Right. So the front end of your business needs to be aligned, just like a car needs to be aligned to keep both wheels pointing in the right direction and they're not working against each other. And it, you know, reduces the wear and tear and makes everything faster and more efficient. It's the same with your business. It is. So you have a front end of your business.

 

Mike: [00:14:48.65] The client acquisition phase or stage of the buyer's journey through your business. All right. The buying process.

 

Mike: [00:15:00.19] Well, if you take the the client acquisition phase as a whole, then you could see how you can make a process for the customer to interact with your business and move through all the different.

 

Mike: [00:15:18.41] Sub stages of the buying process. Utilizing both sales and marketing. So if you.

 

Mike: [00:15:27.76] Pay attention to the buyer's journey and we'll get into the buyer's journey in a little bit with the with speeding up your sales funnel. But if you think about the buyer's journey as where did they come from, when did they realize they had a problem? How did they realize that you had the solution? And then what was the interaction with your company? Right. And how did they. What were the steps they went through in order to purchase from you? Right. When you look at that, then you can develop a process around that buyer's journey. OK. And that's how you align sales and marketing because you basically say, OK, what are the ways that customers can come into us and what is our process? Because like for us, our process is that you you find us online, right? And we reach out to you. But we use an omni channel approach. And this is the client magnet system. Really, it is. We use an omni channel approach so that we're everywhere you can be you can find us online. And when you do find us, you come to our Web site. All right. Or if we reach out to you through a sales channel, we our goal is to get you to our Web site, right where you can take advantage of our content and realize that we have a superior system in order for you to make money and to grow your business. And then you want to grab a guide or attend a webinar that we give so that you can learn more about the Client Magnet System.

 

Mike: [00:17:12.2] And then once you decide that this is for you, we want to get you on a call. Where we. Assess your current marketing and then find ways to basically find the answers to the problems that you're having and see if we can help you or not. Yes. If we can't help, you will give you our best information on where you can go to get help. But if we can't help you, then will offer a solution. Well, so that's the end. And then you can choose to take it, you know, to to buy and invest in a system that's going to pay you back. Multiples of your investment or you can't choose not to. That's how you do. That's how you buy from us. Right. That's our that's our process. Exactly. It's our process. And the people who come through that process. They're they're much more willing to purchase. Right. They they've the actor, these hurdles, they understand the problem, they understand their problem, they understand our solution and how we help specifically. And because of that, they've it's created a desire in them because they've realized that we have a superior solution. Right. And and it's going to work. It didn't work. Not only works better, it's a lot less expensive of an investment than it would be with many other methods. So that's why they choose us. They they've already come to us with that knowledge so that when they come to the meeting.

 

Mike: [00:18:56.27] It's really just.

 

Mike: [00:19:00.66] The niceties. You know, it's really just like, yes, show me the assessments. Show me what you want to do for us. And let's get it done.

 

Shelly: [00:19:08.52] Yeah. Let's this one last thing to confirm that, yes, I'm ready to go forward.

 

Mike: [00:19:13.17] Exactly. So contrast that with just someone who calls in. You guys do Web sites.

 

Mike: [00:19:20.93] Exactly right. I want a Web site.

 

Mike: [00:19:24.0] Well. So why should I? Why should they buy from me? Why should they just call and you know. Oh, y'all are digital marketers. So once you build me a Web site, I would like it to be like a social media channel, like Facebook. I have a thousand dollars spend or a search engine like Google. Yeah, exactly. Not to belittle anyone. I'm just saying that the thing is, is if you call the first thing I'm going to do is try to get you to my educational information so you can understand what it is that I sell.

 

Shelly: [00:20:00.75] Right. Going back to the nurturing. So we've nurtured them from maybe having this thought that there has to be something that could help me to. A message that says, hey, you know, we can help you with your marketing. It you we nurture them from cold to hot, which is again what we're gonna talk about next month. They're nurtured through the process. So they're more educated. So they're more understanding of what they need, what will work and a process that will work for them.

 

Mike: [00:20:29.99] Right. Exactly. Because it needs to be personalized. It does. It has to be custom tailor. It does. Right. So for so long we tried to. Well, for like three, four years we tried to do. We started out with custom work and then we started doing packaged. You know, you purchase a specific amount of what. Yes, we did. And that didn't work as well as the custom, because see, the thing that we got away from back in two thousand three four is that.

 

Mike: [00:21:03.06] Marketing is a.

 

Mike: [00:21:07.32] There's a there's a reason you do marketing, and that's to make money, right? There's a reason you do sales and that's to make money, right. That front end has to give you revenue, because if it's if the front if you're not acquiring customers, then you're getting investors. You know, money's got to come from somewhere because you can't run a business on air. It has to be personalized, has to be customer tailored to each individual business's needs. But the system itself, the Client, Magnet System, it works overall amazingly well. And I guess what I'm really going for is the fact that some people might have portions of it, you know, 40, 50 percent of it in place already just because of what's out there in the marketplace now. Some people may have 80 percent of it. Others may only have 20 percent. And we have to custom tailor that to them. But we want to get them to understand, get all of our clients through a specific process to purchase. Right. And then have a meeting where there's buy in. And we customize a solution to help them specifically. And that's not something that we can package. It's hand. So if you just call me out of the blue like a blue bird, you know, calls out of the blue and then says, I want to talk to you. Well, the first thing I'm going to do is say schedule an appointment. And here's the information you need to read before before we speak, right? Because. That's what I need for them to write.

 

Shelly: [00:23:07.46] Well, that's our process. And we know that if they follow that process, then it's there a lot more likely to purchase from us and to move forward with, let's put it this way, be educated with exactly what will help them. Even if they don't use us, they'll continue to take up our information to be educated on what they should do, what will help them. And we want that, too. We don't always have to have a customer. We also want followers who, you know, are interested in our products. And every business, every business needs a way to acquire new customers.

 

Mike: [00:23:46.79] Yes, absolutely. Absolutely. So there's many pieces to the client magnet system and to aligning sales and marketing, but it's not really necessarily difficult. Right. So a lot of people are think that it's extremely hard to understand. It's not hard to understand.

 

Mike: [00:24:06.08] It's your client acquisition phase. The front end of your business. So your goal is to really just streamline that for the customer. So.

 

Mike: [00:24:18.79] There's many ways to bring customers in. But let's pick one or two so that we can get them through a specific process. And nail that process really well so that they every lead experiences the same attention to detail the same or very similar buyers journeys so that we can ensure that we've educated them properly and given them the correct messages at the right time and really make it seem like it's a personalized journey so that it leads to them wanting to do business with you.

 

Shelly: [00:24:55.87] Very well said that. I mean, think about how and when you purchase how much. A personalized journey because think about when somebody like, you know, we mentioned Sweetwater in our last podcast. You know how every step of the way they made you really happy about the purchase that you made, finding them purchasing, receiving everything. Right. That you know, the packaging, the candy, you know? So each of us, you know, just basically pick it, pick a product that you really enjoyed buying. And I'll bet you there was a personalized experience there for you to purchase it.

 

Mike: [00:25:33.21] Exactly. Yeah. And. Which is why we hate buying a car.

 

Shelly: [00:25:41.54] We have the worst experiences buying cars. Yeah.

 

Mike: [00:25:44.95] Isn't not weird, but everyone does because they force. Maybe. I mean, I won't get into to it now but. But we're talking about. Aligning sales and marketing and how you get both teams to make it really easy for the customer for the lead to become a customer and to help that lead feel like they are being served well as they move towards the purchase. And if you if you do, you know, lead and serve them well during their, you know, buyer's journey, not only will they choose you to do business with instead of your competitors, you'll likely have a lifelong customer.  And that's what building a brand is really all about. It is. It is.

 

Shelly: [00:26:41.52] And who doesn't want that? That's so much cheaper to just keep the same client and to be able to just. Market to them and provide them with new, you know, new products that you have instead of continually trying to do one off sales and find new leads.

 

Mike: [00:27:00.15] And yeah, I mean all that that it's much easier to sell an existing customer than it is a new customer and it's a lot cheaper. It's true.

 

Mike: [00:27:10.05] And so then finally, the let the last thing I really want to say about that is so as the guy on the you know, I met on the plane who really, you know, for over four hours, we like fleshed it all out, you know, really just talked about everything. His whole sales and marketing alignment was built around process and technology. Well, at the time, technology was important. But right now, it's not. So when people.

 

Mike: [00:27:42.88] It's important, you know. Let me. Don't get me wrong. It's important. It's just that there's so many tools that do roughly the same thing now.

 

Shelly: [00:27:52.48] Yeah. Yes, there is. There are just a boatload. Exactly. So if you can figure out even how to pick up which bridge project management tool. I don't know. There's 80 or 90. 

 

Mike: [00:28:04.91] Yeah. And it makes it choices are unbelievable. Right. And so you we you know, a client may a marketing automation tool already.

 

Mike: [00:28:14.08] Mm hmm. You know, and really there's a lot you can do with mailchimp. There is just mailchimp, so.

 

Mike: [00:28:25.81] Its technology is a thing that you purchase it for you based on what you like. It's not the thing that dictates how to align sales and marketing, right? It's right. It's just a piece that's there that you you have to have, but it doesn't dictate it a lot. SALES and marketing are line through content and process. So the process we talked about the whole buyer's journey through your business into, you know, from a lead to close, we would discuss that. But the content. What I mean by that is taken the problems that you're. Your ideal customer has and converting those into content that you can share with them to bring them in as cold messages, to build desire in them through warm messages, and as they realize that, you know, they do have a problem that they would like solved and you have the solution for it instead of looking for other choices. Throw that warm hot by now. You know, message. Not not that crude. You know, not by now, but basically this is how we're different. This is our special. And this is why you should buy from us. Yeah. And you build that preference in through your messaging? Yes, definitely. Well, there's no reason that once you've gone through that work.

 

Mike: [00:29:54.21] In the marketing phase, right. That you wouldn't use it in the sales phase. So sales people should use, you know. Yes, they should. They should they should use the same information that marketing has created.

 

Mike: [00:30:08.31] They should be targeting the same ideal customer profiles. They should be using the same content and their pitch decks, you know. So marketing, sales, letters focus on certain objections. Well, the pitch decks should focus on the same objections.

 

Shelly: [00:30:26.34] Be careful when you say that the stakes are good. Yeah. Exactly. They should. And why wouldn't they? Right. Why wouldn't you want a cohesive message?

 

Mike: [00:30:34.95] So all the sales enablement content would focus on those same messages. That way there's congruence, right, because you wouldn't place an ad on Facebook and tell people, you know, come download this guide about CPAs. You know, how to how to make more money as a CPA or something like that.

 

Mike: [00:31:00.98] They go to the CPA, clicks on it, goes to the Web site and it's for dentists. Exactly. Does it make sense? It's not congruent. They wouldn't feel like they were in the right place. What would the why you doing that with sales and marketing?

 

Mike: [00:31:17.36] You know me. Yes.

 

Mike: [00:31:19.02] And so and and then finally, you know, because this is we've really covered this. And it's it's a huge topic. We could talk for hours on it.

 

Mike: [00:31:31.26] But the thing is, is. What are sales people going to do about social media? And. Has. Have you.

 

Mike: [00:31:44.82] Mr. Business Owner, Mrs. Business Owner, Mr. Mrs.. SALES director, sales manager. Have you realized that? It's the personalization and the messages that resonate with the ideal customer profile that work the best. And it's you can find those messages on social media.

 

Mike: [00:32:14.85] Right. So when you look at linkedin, you can you can utilize LinkedIn and what people are saying on LinkedIn to help you reach out to those people. Right. But to personalize. Exactly. So you you don't seem so much of a salesperson as a true consultant. And that's what we have to step up our game. We do as salespeople make. Exactly. And as marketers. Right.

 

Shelly: [00:32:42.87] So both sides. Yeah. And that's another reason for alignment. Another argument for it.

 

Mike: [00:32:48.24] Exactly. Because we're professionals and our brands should represent our professionalism. Instead of, you know, we're gonna pound everybody, we're gonna paint we're gonna make 200 calls today, we're gonna send 300 emails. We're gonna hit as many people as we can. And you're not gonna get anything from it. Right. The shotgun approach doesn't work. It doesn't. And stop doing it, basically. And the way to stop doing is through aligning sales and marketing.

 

Shelly: [00:33:19.52] Mm hmm. Totally agree.

 

Shelly: [00:33:23.67] It's been proven to me over and over and over again, so it's it's changed our business well.

 

Mike: [00:33:29.86] And that's like a really good Segway into the next thing that we wanted to talk about, which was how to speed up your sales funnel and your sales cycle as a result.

 

Shelly: [00:33:45.5] Yeah. There they both go hand in hand, so it's perfect.

 

Mike: [00:33:48.57] Yeah, because. And that's and that's really what we're saying is that it's that content that helps you speed up your sales funnel because if you have. So let's go back to the buyer's journey, right? Mm hmm. As a buyer makes a purchase decision. So you would think that the minute they want something, that's when they make the purchase decision. But there could be triggers that happened way, way before. Right. OK. For instance, this podcast.

 

Mike: [00:34:24.42] So. We. Wanted to to do a podcast for years, we never felt like we had time.

 

Mike: [00:34:35.46] But then the 'rona struck, right? And so was that the trigger? Was it that we wanted to do it? You know, six years ago? Or was it the 'rona? Was that the trigger? For some reason, we realized that we wanted to do a podcast. So that made us do an assessment of our gear.

 

Shelly: [00:35:01.95] Right.

 

Mike: [00:35:02.64] Then we realized, you know, we could do it with what we have, but it'd be really nice to have really nice mikes.

 

Shelly: [00:35:09.46] Yeah. And they are. Yeah. Exactly.

 

Mike: [00:35:13.32] And so for like 200 bucks. We got the mikes. But here's the thing. We didn't just go to.

 

Mike: [00:35:23.3] A Web site, and by them, we researched them because I didn't have certain, you know, I didn't want to spend a lot of money on these. Like I said, I knew that the Shures were four hundred dollars each. And there has to be other options. Right. And I didn't want to hold it right. I've seen so many on on, you know, other podcasts. What am I going to get? So I anyway. I did research. I came up with these pod mikes from Rode. You know, however, I did it reviews. We watched like eight or nine videos on them on YouTube and we came came up with the Rode pod mikes were the answer. Now, why Rode? Because the other microphone I have and the the wireless set that I have is Rode as well. Yes, some brains. Exactly.

 

Mike: [00:36:19.96] But I didn't know anything about Rode until we bought our first camera at a showcase video. Who's gone now? Yeah. You can't even go. There's no store you can walk into now.

 

Mike: [00:36:36.27] But anyway, Atlanta. But I trust that guy. You know. Yes. Like, I'll take care of you. You did brother here.

 

Mike: [00:36:42.0] Yeah, I would use. And it was Rode and it. And we got really good use from it. So then I've already got a the brand is built in my mind as qual-. Right. Because I've dropped that that stuff several times and it still works.

 

Mike: [00:36:56.91] Oh. And the batteries leaked in it and I cleaned it out with alcohol and it still works. Anyway I'm getting I'm getting in the weeds. But, but basically I had a brand idea about Rode. Yes. They were positive in my mind. And then we needed mics and Rode had a solution.

 

Mike: [00:37:17.56] There's other solutions. But I chose Road, isn't it? So then. But I still hadn't chosen a vendor.

 

Shelly: [00:37:29.29] Correct. Yep.

 

Mike: [00:37:31.18] See? So there there's more to this buyer's journey areas.

 

Shelly: [00:37:35.05] There's a lot to it. And why? And that's why it needs to be thought through.

 

Mike: [00:37:39.1] Right. Exactly. From. From. And this is where we. We like this idea comes from Jean Schwartz, who is one of the greatest copywriters to ever live. Back in the 60s, he wrote several famous although the what they were escapes me right now. I think he might have written the one.

 

Mike: [00:38:04.04] They all laughed when I sat at the piano, but when I started to play. Right. Yeah, it's kind of like, you know.

 

Shelly: [00:38:14.94] Yeah. Watch. Yes. You know, then they stop laughing left now. Exactly.

 

Mike: [00:38:20.05] So he came up with this idea that you would move from aware to problem aware. Two solution aware to.

 

Mike: [00:38:34.62] Actually, let me pull it up. OK.

 

Shelly: [00:38:39.2] One second, I think that's a good idea. He's. I hadn't read about him. So just in the past couple weeks with you and he. I didn't realize he had his foot in so many things that were parts of what I've known over my marketing years. I just didn't know it was him.

 

Mike: [00:38:57.17] Right. Exactly. And. Most of the new guys hide it must the new Internet marketers. They hide.

 

Mike: [00:39:07.81] The fact that they're getting the information, they're old school, yeah, yeah.

 

Mike: [00:39:12.04] Like all of the information on the Internet. The whole Internet was developed, not developed.

 

Shelly: [00:39:19.09] Geez, it was dumb. Did you created the Internet? Yeah, exactly. Yes. Yeah.

 

Mike: [00:39:27.43] The marketing ideas for direct response were developed in the 30s, 40s, 50s, 60s, and then perpetuated by Dan Kennedy, who's really like the last of the old guard. Yeah, right. And. So the Internet marketing is really just revamped.

 

Mike: [00:39:50.56] Direct marketing from, you know, before TV. Yeah.

 

Mike: [00:39:56.48] It's true. Yeah, it's funny. So it goes from most aware, right, Jean Schwarz's scale goes from. I'm sorry. Let me do it the other way. He calls it indirect messages and direct messages, right? That's right. Yes. So the indirect messages are for an unaware audience and then a problem aware.

 

Mike: [00:40:20.3] Ok, then solution aware, then product aware and then most aware.

 

Mike: [00:40:27.81] Ok, so think about that, unaware unaware of what? Unaware of the next stage of having a problem. Right. And there's a lot of people who do that. Right. Like at Male Excel, you know, Phoenix Male Excel pills or for, you know, dysfunction.

 

Mike: [00:40:51.48] Yeah. That's all I said.

 

Mike: [00:40:53.01] Well, the re the thing is, is that it's it's I feel like that's bad because they they're really saying that, hey, you may have heart disease. That's really the deal you may have heart disease, but we're not going to tell you that. We're going to tell you that if you take this pill right, you're gonna be amazing. You're gonna be a stallion again.

 

Mike: [00:41:13.3] Yeah. And that's that's, you know. Exactly. They're not even sure.

 

Mike: [00:41:18.43] They don't even know they have a problem yet. Yeah. They just know that they want to be a stallion. Yes. Right. So they'll take those pills because they they started to realize they have a problem. And then we move into solution aware. Right. And these pills are the solution. I can't believe I'm using this as an example.

 

Shelly: [00:41:40.01] Well, it's a good one. Yeah. I mean, basically say it's a good example. Exactly. And then everyone's seen them.

 

Shelly: [00:41:45.51] So, you know, you can relate.

 

Mike: [00:41:47.49] Ok. Good. Good. That's what you always want to.

 

Mike: [00:41:51.1] Label story you relate to. Exactly. Yeah. It's no good if you don't know what I'm talking about. Like like when you buy canoe's. Oh, God. Yeah. All right.

 

Mike: [00:42:04.02] So then they go from unaware to have two problem aware. Right. That's like a cold message. So the cold message is always focused on a problem, you know? So it's like attention businessowners. Are you losing money with your whatever it is? Yes. All right. And if so, that's why this solution of. Petrochemicals, you know, cleaning supplies will help you, you know, save money and be cleaner and much more sanitary. It's cost effective. So we're moving from unaware to problem aware. Right. So that you've realized that you have a problem and you now want to solve the problem. So you're looking for a solution. So the next phase is solution aware. OK. Right. And as so now, I want a solution. There has to be a good solution to my challenge. Yes. OK. To my problem. Then the next phase is product aware.

 

Mike: [00:43:16.55] All right.

 

Mike: [00:43:17.54] And in product to where you're saying basically at that time it was a product, you know, right hand outs. It's more like a in a B2B world, it's our business, our solution. Right. So it's not just a product. It's also. It could also be a service or a solution. And for a B to B company. OK.

 

Mike: [00:43:37.25] But now we're made we're helping them realize that that our products not only that our product solves their needs and fixes their problem. Then he moves into most aware, which is a direct message, right? Yeah. OK. So basically, if you think about this as cold. Yeah. Warm. hot. Yeah. Right. So if it's if it's a cold message. Then you're really focused on the problem that they're experiencing because they're not gonna be interested in the solution because they don't even know that they have a problem yet. So you want to bring out the fact that they have a problem, you know. Are you experiencing these things? Yeah. Do you have this problem? Do you notice this thing happens over and over again in your life? Yeah. Would you like to fix it? Did you know there's an easier way to. Yeah. Yeah. Exactly. So. Pick any product.

 

Mike: [00:44:42.23] Basically any message that said that focuses on a problem first. That's that's the cold message. Then the solution to it is, you know, our special product that does solves your problem in this way. Right. So what I like to do is to contrast all of the solutions that are available.

 

Mike: [00:45:09.89] So you have this solution. You have this solution. You have the solution. Okay. Now, these are the pros of each one. And these are the cons of each one. All right. But this one is preferred for these reasons.

 

Mike: [00:45:25.14] And it and it just happens to be my solution. Yes. Right. Because I won't sell the other ones because really, they're junk. But this one is the preferred solution. And that's what I suggest to you. Well, by that time you've helped them understand that they have a problem and you've shown them that their solutions available and you've helped them narrow it down. So there's this thing called rapport.

 

Mike: [00:45:54.39] Yeah, that you could build. Right.

 

Mike: [00:45:57.51] And and trust. And so it builds a rapport and trust in you. I mean, the buyer builds trust and yes, you build rapport and they build trust in you and then that helps them to realize really and and this is the important point. That helps them realize or listen to you long enough for you to tell them what the product or the solution, the services that solves their problem.

 

Mike: [00:46:27.87] But if you've done a good job in that by that solution stage, they already want you. Yeah, they already have chosen you. And if they add in, the problem for people is as if they have two ideas. Right. So like in the blog post, I talk about golf clubs. Yes. Yes. And the thing is, is that there's so many cool golf clubs. Yeah. And if I played any more, you know, I would be wasting money, on it. But the thing is, is I don't have time. I'm making so much money.

 

Mike: [00:47:04.03] Yeah. Anyway, so if I had.

 

Mike: [00:47:07.88] But. So there was always remorse or regret or fear of missing out. You know, I want this shiny new thing and there's six of them now. So which one is the best? And so I'm always contrasting, you know, is it Callaway? Right. You know, paying is amazing. Yeah. Ping's cool. Cause they kind of got this European styling, but they're not. But they do. But they're not.

 

Shelly: [00:47:31.91] Right. And there's Callaway. And then there's you know, there's all of the features. This one will make you hit further. This one will make it straighter. So you're all new. Which one you want more? This one optimizes your swing. This one makes your swing faster. You know, you just combine them all into one great club. Yeah, exactly.

 

Mike: [00:47:50.43] So if really by the time they're into the solution, aware and they know what their solutions out there, if they haven't chosen in their mind what the solution is when they go into the product where they start, there's a friction there and they start to build like a regret for the one they can't buy even though they know this one's the better option.

 

Mike: [00:48:16.2] Yes. You know, it's you know, like like you and purses, you know, it's spring. So do you buy the white purse, which, you know, will get dirty? Do you buy the pastel purse, you know, which is timed?

 

Mike: [00:48:32.58] He can't really, you know. Wear it in the fall and or do you get the black one? You know, it's like it builds this. Friction in your mind? Yes, it does. Yes. So. So that's why it's helpful for you to have a really strong, cold and warm messages so that the hot phase is just really them purchasing. What's the offer? Yes. How do we take my money?

 

Mike: [00:49:04.32] That's really what I want.

 

Mike: [00:49:06.99] If. But if. If you haven't done a great job of it, then they may find. And this is the hot phase where they look for, you know, I'm going to buy this. This is what you have to think, right? I'm hot for this. I'm going to buy this. I've done the research. I know what I want. If they don't buy from you. There's a problem. Yeah. You know, if you've gotten them to that phase and they don't buy, there's a huge problem somewhere in one of your phases, either the cold or the warm.

 

Mike: [00:49:40.35] You know, your messages.

 

Shelly: [00:49:41.66] Right. And and that brings up a point. I you know, when I read your article that. Hot and cold messages are hot, warm and cold messages when if you deliver them to the wrong the wrong message, they're wrong like a hot message to a cold lead. It could make a really good campaign fail wrong because you you delivered the wrong message, too. And so it's not the marketing, it's the message. It's it's that it's a hot message to a cold lead.

 

Mike: [00:50:15.94] Exactly. And see and that's the thing, is that what we're talking about, this goes across like everything it does targeting is so important to the success of your campaigns. So it's it's really getting every little piece correct. It is. And it's really hard to do just right out of the gate, like I don't know anyone who does.

 

Shelly: [00:50:38.48] Well, yeah, we have a lot of customers. That's that's the problem. The first thing they want to do is blame. It's the marketing. You know, the campaign itself. It's bad. That's it. It's doesn't have the ROI that we expected. Well, a lot of times we get in there, look at it and realize it. No, the marketing itself, the content is really good. It's been delivered incorrectly. Right. Wrong leads. Yes. Right. Improperly targeted and properly targeted.

 

Mike: [00:51:06.94] And it happens a lot harder than you think it does. And then sometimes. I mean, basically, those are the issues. Either you've got a good message already, but you're not targeting the right people or you're targeting the right people. But you don't have a really good message. You're not talking. You're not overcoming their objection. Yes. You're not giving them reasons to buy or reasons to pay attention. Right. Right. So. And then there's the congruence of the message, that stuff, because you can get people into a bar by putting, you know, free beer on a sign outside.

 

Mike: [00:51:46.66] Is that actually right now? Exactly. A guy walked into a bar. Lucky guy. Oh, boy. So.

 

Mike: [00:51:58.48] So basically that's you speed up the sales funnel with hot, warm and cold messages or cold, warm and hot from the top down. Right. The way you do it is through the messaging, through the content you deliver and the messages that you have and. Focused on an ideal customer, ideal customer profile with a message that would resonate with them. Yes. Right. To help them recognize that, hey, this is for me. Yes. I have that problem, right? Yeah, I would like to solve it because if I don't solve it, what's the cost gonna be? Right. Right. Right. So what is the solution and what. What's funny is I say what's the solution? But I'm really saying, what's the product? Right. Yes. Good point. Right. So what's the product that's going to help me solve my problem? I'll take that. Yes. That's what you want. So you you're I forget who it was who said they created a greasy slope. Oh, OK. Yeah. And they basically if they can get them to get their attention that they start sliding down.

 

Mike: [00:53:10.88] They can help you slide right to the close. Well there's a new sales funnel term for me. Yeah. A greasy slope.

 

Mike: [00:53:19.89] I never I never like say that because it's an easy slope. Well yeah I can't imagine l and somewhat. Hey, well what you need is a crazy slope.

 

Mike: [00:53:34.47] Oh yeah. I don't think I'll ever use it. It'll just be in my mind forever. Greasy slow. Yeah. Yeah.

 

Mike: [00:53:41.31] The problem then is cracking up at an opportune time. Well exactly. Yeah. You know you're in a meeting and you're like, well what you need to do is with the buyer's journey.

 

Shelly: [00:53:50.76] Well that's the problem. Solve it. Every time I hear that, I hear Vanilla Ice. Yeah. You know, I and I have to smile and giggle a little because, you know, that's how we are.

 

Mike: [00:53:59.79] Stop. Collaborate rate and listen. Yeah. Okay. So that's how it goes.

 

Mike: [00:54:05.35] Yeah. So what did I not cover. Right. Basically you have to let me just recap. Isolated that thought. Yeah. All right. So basically you have the buyer's journey and you tailor your content to the buyer's journey. Mm hmm. And that's really what aligns sales and marketing is making your content and your process fit the buyer's journey. Yes. That's really what it's all about. It is. And then you add a little technology here and there to make it happen. But the technology isn't the main the main part, the main focus. It's not at all. Right. Because why? Why isn't it. The main the main thing. Because it's the buyer's journey that's important, not what the software does.

 

Shelly: [00:54:56.07] Right. Right.

 

Mike: [00:54:58.38] So basically, that's my as fast as I can do it. That's my. You know, speel on how to align sales and marketing and how to speed up your sales cycle. Right. And your sales funnel. Right. Mm hmm. That's like the in a nutshell. That's. And it opens the door to so much more.

 

Shelly: [00:55:20.47] Oh it does. Yeah. Yep. That's why you. You know, we get to continually learn and write to let everyone know because it is endless. It's marketing isn't. Let's do it once and then we're done. We're never done.

 

Mike: [00:55:32.33] Right. Exactly. No, it's a continuous process. It's all designed to generate revenue. That's what the whole exercise is. It is, you know, generating revenue. And that's why, you know, sales and marketing should generate results. That's what they're therefore it's the truth. Yeah, that's it. So that's the whole point anyway.

 

Mike: [00:55:52.48] Well, so that's that's basically everything I had this week. Other than.

 

Mike: [00:56:02.15] You know, wishing everyone well and hope, you know, hope you're safe and taking care of yourself and your loved ones and and yeah, you're doing OK.

 

Shelly: [00:56:12.2] During quarantine. I mean, we we had our governor opened up our state a little bit today. And so we we did get to go out, went to Joann fabric's with our masks on. But, you know, you got to get out. So, yeah. We really appreciate you taking time out of your day to listen to us. And we we hope that you're all doing well. And yeah, like Mike said. You know, safe and happy and as good as you can be during this time, you just just keep laughing. Just keep finding things to smile about. And we'll all get through.

 

Shelly: [00:56:42.66] Yeah. And there's a lot of people out there creating great content like this is.

 

Mike: [00:56:48.01] Yeah. 

 

Mike: [00:56:51.24] And so there's a lot to do. And you don't have to be bored. You know, this is a great time to be a to play games or to learn new things.

 

Shelly: [00:57:01.8] So a lot of the training companies have are giving away their stuff for free, too. So, you know, check if there's anything that you've been thinking about. Check out the Internet. Give it a search. You never know stuff that you know. I've found stuff that was 100 or 200 dollars a class free right now. So you also get an Xfinity. Get on your remote and go free. And they've even given you some free movies. I mean, they're pretty much all crap. But, you know, there's some good ones. Yeah. Maybe you haven't see.

 

Mike: [00:57:28.92] Exactly. I think Pellington also lets you get their app and they download all their stuff. So love, even though you can't ride the bike because you don't have it, you can at least audit. Yeah, I'm auditing. Audit their classes.

 

Shelly: [00:57:44.49] Well you can throw a kettlebell around. That's that's the one I looked at. So, hey, you know, we have we don't have a kettlebell, something like that. But you just keep thinking outside of the box to entertain yourself during this time. And it is tough sometimes, but it is there is things out there to look at and listen to.

 

Mike: [00:57:59.73] And I saw this thing yesterday that basically said, hey, by staying at home, you know, you're helping save lives. So really, you're a patriot.

 

Mike: [00:58:10.8] There you go. A couch potatriat tree. I love it. Love it. It's a great one.

 

Mike: [00:58:17.31] All right. Well, since I was so awesome, we'll just end on that. Sounds great to me. OK. Well, thanks, everyone. Thanks for listening. And take care. Stay safe and see you next time.

 

Shelly: [00:58:29.76] See you next time.

 

Shelly: [00:58:31.75] Thanks again for listening to the micro marketing podcast. Make sure to subscribe to the podcast on i-Tunes Google podcast, Stitcher and wherever podcast are sold. Plus, check us out on YouTube. Grab some marketing tips and insight and subscribe to our channel while you're there.