Ron Burgandy Pickup Attempt And How NOT To Sell Online…
So, in being lazy on a hot Sunday night, I turned on the TV and started scrolling through the channels. Nothing was catching my eye, and I was almost ready to give up, when I noticed Will Ferrel, and was stopped dead in my tracks. Honestly, I’m not sure what I think about Will Ferrel, whether I like him or not, but for some reason I can’t ever NOT watch him when he happens to be on TV. He sucks you in, and whether you like him or not, you tend to watch him (which in itself is an extremely powerful Marketing lesson, and is a lesson we’ll cover on a another day).
Anywho… The movie was “Anchorman, The Legend Of Ron Burgandy”. I had seen it before, but I was hooked, so I continued watching…
About 15 minutes into watching, a scene came up that illustrated exactly how many people try to sell online (or do sell online I should say), exactly why people who are new don’t feel like they can sell, and why Online Marketing can come off as kind of sleazy sometimes.
Checkout the scene real quick here, then I’ll break down what I mean…
Ron Burgandy Pickup Attempt And How NOT To Sell Online…
So, in the scene, Burgandy more or less tries to sell himself to the lady, and he does so by trying to explain just how great he is.
“Have you heard of me”…
“I’m kind of a big deal”…
“People know me”…
He says in desperate attempts to impress her. She’s not impressed, and leaves.
So how does it relate to Online Marketing?
Well, let’s take a second and look at the whole “Guru Model Of Selling“.
The “Guru” usually sells by saying, “Look at me, look at how cool I am, look at all of the cool toys I have, look at all of these people talking about how cool I am, you wish you were me, and you better buy my shit in the next 45 minutes when it’s still available if you ever want to the have the chance of being as cool as me.”
And the truth is, while it’s extremely cheesy, and just kind of gross, it works. People buy, and the gurus make more money to show off in their next promotion.
What it also does, besides just being sleezy, is leave the little guy feeling hopeless and like they have no chance, as they don’t have all of the credentials, all of the cool stuff, all of the testimonials, all of the social proof, ect.
So… what’s the little guy to do?
Well, the truth is that there’s another way to sell, a way much more effective actually, and a way that requires ZERO social proof, ZERO testimonials, ZERO social proof, and doesn’t require you to have any of the cool stuff.
It’s the “Buyer Centric” method of selling, which works like this…
In all of your Marketing, you put all of your focus on your potential buyer, and more importantly, on how you can help your potential buyer.
For this to work, you need to know your target market, and exactly what obstacles their facing, and how to actually solve them.
Then, in all of your content (webinars, youtube videos, podcast episodes ect), focus on telling your prospects exactly WHAT they need to do in order to solve their problems. If were in the Internet Marketing, BIZ OPP space for example, you’d tell people exactly what they need to do in order to drive traffic, generate leads, close sales, and followup longterm.
Demonstrate your value to your potential client by actually helping them through your content. This will position you as a leader and authority in your prospects eyes just like all of the hypey screenshots, testimonials, fancy cars and houses and so on do in the Guru model of selling.
Next, have a call to action, and have it be to get in touch with you (I personally only do this on my webinars, and not in my videos, blog posts, ect, but either way is fine and it’s up to you how many people you want calling you).
Have your call to action be a simple and to the point, “hey if you think I might be of service in helping you implement all of this cool stuff I just shared, or if you have any further questions, go ahead and give me a call @ your phone number, google+ number, ect, and we’ll see if I can help you and if we’re a good fit.
Then when people call, you simply continue helping them. Identify a big problem that there facing through asking them questions about there business, and tell them exactly how to solve it. Leave no stone unturned. You want them to have actionable advice that they can implement immediately in getting off of the phone.
Make sure during your conversation you identify a few additional problems they’re facing that you know you could help them with.
Then, at the end of your conversation, after you’ve helped them solve their big problem and given them actionable steps to overcome it, offer you consulting, more help if they join your team, one of your products, ect. as the solution to their other problems.
At this point, you’ve positioned yourself as the authority through helping them through your content, shown them that you’re the real deal by delivering in person over the phone, and then simply offered more of your services at a fair price.
Your positioning is golden, the relationship and trust between you and your prospect is strong, and you’re in the ideal situation to make a sale.
To increase sales even further, add in some scarcity. Just make sure it’s real. No “be sure to buy now though because there’s only 18 of my digitally delivered e-books left to order” type of stuff. If you’re working with people one on one, just explain that you only want to work with so many people in a one on one fashion and that you’re busy. If you’re offering a done for you service, just explain that you can only take on so many clients due to time constraints. If you’re offering a live class, tell them they have to buy now because the class is happening on XYZ date, and if you don’t buy, you’ll miss it.
Why this works so well comes down to three things, positioning, your relationship with your prospect, and results in advance. This method positions you as the expert, builds a strong relationship with your prospect, and gives results in advance (we’ll cover results in advance in a future blog post).
Giving credit where it’s due: this is a strategy I learned from studying Frank Kern, one of the best direct response Marketers alive, and a genius salesman. if you get the chance, study and buy anything that Frank offers.
Did you get value out of today’s post, “Ron Burgandy Pickup Attempt And How NOT To Sell Online…”? If so, don’t forget to leave me a quick comment letting me know what your biggest takeaway was, and to share with your friends on Social Media!
To Our Mutual Success,
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