Don’t Spend Your Money Here

Don’t Spend Your Money Here

Don’t Spend Your Money Here

Does your store put up obstacles for your customers?  Most business owners and managers would emphatically say “no.”  But, often I find that every store has at least one – if not several – “Don’t Spend Your Money Here” signs.

First and foremost, let’s make this simple fact clear:

Your job is to make it easy for your customers to make purchases from you.

If you put up any roadblock, sign, form, procedure, hoop, unnecessary wait or other impediment between your customer and your cash register, you are essentially telling your customer that you’d prefer they didn’t buy from you.

In his book, “The 1-Page Marketing Plan” Author Allan Dib refers to this as your Sales Prevention Department. Is your Sales Prevention Department operating?  I hope not.  If you look around your store, whether online or brick and mortar and find any signs like the ones below, you are sending the message to your potential customers that you’d rather not engage them.

Here are some signs that tell potential customers:

  • Don’t spend your money here
  • Don’t come in and learn about us
  • Shopping here wastes your time
  • We don’t trust you
  • We’re not successful

Cash Only

This sign should require no explanation as to why it’s a terrible idea.  But, I see them in many retail locations across the country.  Look, I get it.  You don’t have the ability to accept credit cards and accepting checks is too risky.  The reality is, that people don’t carry cash like they did in Mayberry.  Customer use plastic.  It’s absolutely vital that your store give customers as many payment options as possible.  Do not turn away money.

 

Minimum Purchase Price

Understandable.  If a customer is buying a 75-cent pack of gum and paying for it with a credit card, you are actually going to lose money.  Is this really a major problem for your business?  If so, we have much  bigger issues to discuss.

Ask yourself:  What is the lifetime value of each customer?  Does this sign leave a positive or negative image of my store in the mind of the customer? Is this customer more or less likely to shop here again after being forced either buy more product just to use his credit card or worse putting down his hopeful purchases and walking out empty handed?

It’s far more important to think big picture.

Restrooms Are For Paying Customers Only

Have you ever been on a road trip and the ONLY reason you stopped was to use the restroom?  I certainly have.  Very often, while there I ended up with a coffee, some snacks, a cell phone charger…whatever.  When I walked into the store with the sole intention of using the restroom I had no intention of buying anything, but by the time I left the store was able to walk me through the entire marketing system.  Conversely, the store that displays this sign had no chance of converting me into a customer because it wasn’t my intention to spend money.  It was my intention to use the restroom.  I would have honored their policy and taken my restroom usage to another convenience store.

Turning away potential customers is never a good idea.

 

What have you seen?

Have you seen examples of signs or policies that do little more than put a roadblock between the customer and their purchase?  Share examples in the comments below.

 

 

 

Glen Pavlovich

Glen Pavlovich

Salesman, Marketer, Networker

Glen Pavlovich, the founder of Pavlovich Marketing began his career in advertising and marketing in 1989 when he began a career in radio. Immediately his study of markets, messages, audience building and the full marketing arsenal began.

For the last 28 years he has continued to help multiple businesses with their advertising campaigns, websites, e-commerce and business management, all the while learning about new marketing vehicles, trends, target audiences and message crafting.

In 2008 Glen opened a service that provided commercial production to radio stations and video production agencies. Putting his marketing knowledge to work, this company maintains a generous stable of ongoing clients and continues to thrive.

Now with the full team of web developers, writers, graphic artists, SEO specialists and mobile app developers Pavlovich Marketing serves businesses of all sizes with all aspects of customer engagement.

Glen and the rest of the team at Pavlovich Marketing are ready to help you achieve your goals.

Whether it’s perfecting your message or attracting new clients and customers, Pavlovich Marketing will identify the trends, target the audiences and craft the messages to make your business excel.

Call or contact us today to get started.

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Fanatical Prospecting

Fanatical Prospecting

Fanatical Prospecting: The Ultimate Guide to Opening Sales Conversations and Filling the Pipeline by Leveraging Social Selling, Telephone, Email, Text, and Cold Calling

Author: Jeb Blount

Prospecting is all together frustrating, necessary and rewarding.  Too often books, seminars and training programs try to convince salespeople that prospecting can be easy, painless or stress free.  That their latest secret has uncovered the easy, no hassle way to have people ringing your phone with the credit card already in their hand.  The reality is, this doesn’t happen.

In this book Jeb gives you a real-world look at what it will take you to turn leads into prospects and getting them into your pipeline.

Every new sales person should read this book regardless of what products or services they sell.

Here are a few chapter or section titles from Jeb Blount’s book to help you get an idea of you’re in for:

Stop Wishing That Things Were Easier and Start Working To Become Better

To Cold Call or Not to Cold Call

The Fine Art of Interrupting

Just Afraid to Make the Call – Not Cold Call

The More Your Prospect, the Luckier You Get

The Universal Law of Need

The Anatomy of A Sales Slump

Know Your Numbers

The Three Ps That Are Holding You Back

Adopt a CEO Mindset

For me, the main take-away from Jeb’s book was that sales is not going to be easy, but it can be systematic.  The only way to grow, be better and succeed at sales is to be fanatical about it.

To purchase Fanatical Prospecting: The Ultimate Guide to Opening Sales Conversations and Filling the Pipeline by Leveraging Social Selling, Telephone, Email, Text, and Cold Calling on Amazon click here.

 

 

Glen Pavlovich

Glen Pavlovich

Salesman, Marketer, Networker

Glen Pavlovich, the founder of Pavlovich Marketing began his career in advertising and marketing in 1989 when he began a career in radio. Immediately his study of markets, messages, audience building and the full marketing arsenal began.

For the last 28 years he has continued to help multiple businesses with their advertising campaigns, websites, e-commerce and business management, all the while learning about new marketing vehicles, trends, target audiences and message crafting.

In 2008 Glen opened a service that provided commercial production to radio stations and video production agencies. Putting his marketing knowledge to work, this company maintains a generous stable of ongoing clients and continues to thrive.

Now with the full team of web developers, writers, graphic artists, SEO specialists and mobile app developers Pavlovich Marketing serves businesses of all sizes with all aspects of customer engagement.

Glen and the rest of the team at Pavlovich Marketing are ready to help you achieve your goals.

Whether it’s perfecting your message or attracting new clients and customers, Pavlovich Marketing will identify the trends, target the audiences and craft the messages to make your business excel.

Call or contact us today to get started.

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The Secrets to Human Behavior

The Secrets to Human Behavior

What causes a prospect to respond?

The answer(s) to that question are what drive the multi-billion dollar marketing industry.  What does my message have to be to cause my prospect to fall all over themselves with desire to buy my product, subscribe to my service, walk in my door or simply pick up their phone and call or text me?

Create An Avatar

Identifying your Probable Purchaser

What motivates a buyer is different for each buyer.  That is why my clients and I work together to build an avatar of their ideal customer at a given time for a given product.  We’ll discuss the process for creating an avatar in another article, but for now it is enough to understand that the first step in discovering what causes a prospect to respond is to specifically identify who your prospect is.  Once we have a clear picture of that person, we can better identify what will cause them to respond.  Let’s say, for example, that you sell lawn mowers.  Potentially everyone with a lawn is your customer.  How do you get that person to respond to your message?  In my opinion, you can’t.  It’s far too broad.  The only thing “everyone with a lawn” has in common is that their grass grows and it will eventually need to be cut.  How do you communicate a different message from every other lawn mower store in the city?  It’s nearly impossible.

Narrowing it down

However, if you zero in on the traits that each of your ideal prospects have, you will find it easier to create a message that causes them to respond.  You will have to consider many factors in relation to your location, products, service you offer, demographics, etc.

In this scenario, my lawn mower store is located in a neighborhood consisting of primarily small yards, in a semi-urban environment (traditional neighborhood), older homes with small to medium sized garages, middle income families. Of course, I stock and will sell mowers of all shapes, sizes and capabilities, but to identify what will motivate my probable purchaser, I am zoning in on this market.  This person.  This avatar.

The Hot Buttons

Five Major Motivators That Drive Human Behavior

To craft a message that causes a prospect to respond, you will need to understand how your avatar will respond to these questions:

  • What are you afraid of?
  • What do you love?
  • What do you covet / What are you greedy about?
  • What are you guilty about?
  • What brings you pride?

When you feel that you know your avatar well enough to answer those questions for him, you can begin crafting a message that will motivate him to respond.

On the surface it seems like a straightforward approach, but once you try to develop this image, it becomes clear that it’s not an easy task.

By carefully identifying your probable purchaser, creating a viable avatar and building an in-depth profile of how your avatar will answer these questions, you will begin to understand what message you need to create to motivate him to respond.

Does every marketing message have to hit on every emotion?  No.  In fact, most won’t and trying to force more than one or two emotional triggers into your campaign will just confuse the message.

Greed

For the sake of this example, we are going to say that our avatar is greedy with his time.  He works six days per week and often well into the evening.  In his off hours he enjoys golf, watching sports, dinners with his family and few episodes of his favorite TV shows each night.  To get his attention and motivate him to respond, we need to tap into that greed.  We need to show him that his current lawn mower is stealing time from him.  He needs to understand that if he doesn’t reach out to us at our store and become our customer immediately he risks even greater loss.

Possible headlines to get our avatar to respond:

So far this season, your lawnmower has wasted too much of your time.

You’ll be amazed when you see how much time you can save on your lawn.

Last year I wasted time mowing, this year I’m investing that time in my family.

Last year I wasted time mowing, this year I’m investing that time in my golf game.

These examples aren’t immediately transportable to your lawnmower shop because I don’t know if you actually have a product or service that will help our avatar save time.  Is reduced cutting time a Unique Selling Point (USP) of one of your products?  Do you offer a special service to your customers that intends on reducing their cutting time?  Monthly on-site blade sharpening, perhaps?

If you feel that your shop really does have the ability to help your probable purchaser save time on their lawn mowing duties, then by all means, these motivating headlines might be for you.

Your business is unique

When I sit down with potential clients my initial goal is to work to identify their Target Market, USP and their Avatar.  From there we develop plans to generate and nurture leads, increase the lifetime value of each customer and stimulate referrals.  It’s important to understand that every business is unique in every way.  What makes one lawn mower store stand out from their competitor down the street depends on a tremendous variety of factors which need to be uncovered.

If you’d like help opening the door to more customers and understanding where you stand in the market, schedule a free 30-minute phone call with me and we’ll see if we’re a good fit.

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Glen Pavlovich

Glen Pavlovich

Salesman, Marketer, Networker

Glen Pavlovich, the founder of Pavlovich Marketing began his career in advertising and marketing in 1989 when he began a career in radio. Immediately his study of markets, messages, audience building and the full marketing arsenal began.

For the last 28 years he has continued to help multiple businesses with their advertising campaigns, websites, e-commerce and business management, all the while learning about new marketing vehicles, trends, target audiences and message crafting.

In 2008 Glen opened a service that provided commercial production to radio stations and video production agencies. Putting his marketing knowledge to work, this company maintains a generous stable of ongoing clients and continues to thrive.

Now with the full team of web developers, writers, graphic artists, SEO specialists and mobile app developers Pavlovich Marketing serves businesses of all sizes with all aspects of customer engagement.

Glen and the rest of the team at Pavlovich Marketing are ready to help you achieve your goals.

Whether it’s perfecting your message or attracting new clients and customers, Pavlovich Marketing will identify the trends, target the audiences and craft the messages to make your business excel.

Call or contact us today to get started.

The Breakthrough Idea For Those Who Want To Sell Anything

The Breakthrough Idea For Those Who Want To Sell Anything

The Breakthrough Idea For Those Who Want To Sell Anything

Have A Marketing Plan

Having a marketing plan is the most basic and fundamental thing a business owner must do. Yet, a great number of them don’t have a well thought out marketing plan.  A tremendous number of small to medium sized businesses simply advertise then wait and hope.  That isn’t a plan, it’s gambling.  It is stumbling along, hoping for something good to happen.

You are a professional business owner.  Professionals never simply stumble into success.

Detailed plans are made…

  • Before anything that is meant to last is constructed
  • Before an airplane takes flight
  • Before a doctor performs surgery

Certainly your success isn’t guaranteed, but having a plan dramatically increases the success rate.

A Plan Lets You Have An “Off” Day or Two

A lot of people are lazy — not you of course — and some days it is harder than others to be creative, energetic and decisive. This is when mistakes are made.  It is on those “off days” that a media sales person walks into your office hoping to sell you their latest and greatest thing at a special price.  Deciding whether or not you buy depends on your marketing plan.  If you don’t have a clear marketing plan in place you may make a decision based on emotion and not based on what is good for your business.  

The Three Step Marketing Plan

The Prospect Plan

Before your customers are customers, they are prospects.  They’re simply out there living their life with little to no knowledge that you exist.  It’s terrible really.   

The three questions that need to be answered in this part of your marketing plan are:

  1. Who is my target market?
  2. What will I say to my target market?
  3. How will I reach my target market?

The Lead Plan

Once your prospects are aware of you (and you of them) they are leads.  Now they are in the A to Z Buying Spectrum and need to be nurtured along to become customers.

The three questions that need to be answered in this part of your marketing plan are:

  1. How will I get leads?
  2. How will I nurture them along the A to Z Buying Spectrum?
  3. How will I convert them into customers?

The Customer Plan

You have leads!  Some are practically begging to spend money with you!  That’s great!  Now what?  Now we need to turn them into raving fans of your business to increase their lifelong value.  

The three questions that need to be answered in this part of your marketing plan are:

  1. How will I WOW my customers?
  2. How will I increase the lifetime value of my customers?
  3. How will I get referrals from my customers?

I welcome your thoughts and opinions.  Please, leave them in the comments below.

 

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Glen Pavlovich

Glen Pavlovich

Salesman, Marketer, Networker

Glen Pavlovich, the founder of Pavlovich Marketing began his career in advertising and marketing in 1989 when he began a career in radio. Immediately his study of markets, messages, audience building and the full marketing arsenal began.

For the last 28 years he has continued to help multiple businesses with their advertising campaigns, websites, e-commerce and business management, all the while learning about new marketing vehicles, trends, target audiences and message crafting.

In 2008 Glen opened a service that provided commercial production to radio stations and video production agencies. Putting his marketing knowledge to work, this company maintains a generous stable of ongoing clients and continues to thrive.

Now with the full team of web developers, writers, graphic artists, SEO specialists and mobile app developers Pavlovich Marketing serves businesses of all sizes with all aspects of customer engagement.

Glen and the rest of the team at Pavlovich Marketing are ready to help you achieve your goals.

Whether it’s perfecting your message or attracting new clients and customers, Pavlovich Marketing will identify the trends, target the audiences and craft the messages to make your business excel.

Call or contact us today to get started.

Most Of Your Marketing Dollars Are Being Wasted. – The Shocking Truth Most Marketing Agencies Don’t Want You To Know – Part 3

Most Of Your Marketing Dollars Are Being Wasted. – The Shocking Truth Most Marketing Agencies Don’t Want You To Know – Part 3

Part 3 – This article is a continuation of a discussion started here with Part 1 and here with Part 2

Revised Advertising Campaign

CLIENT:  A Chiropractic Clinic

REASON FOR ADVERTISING:  1. The clinic has hired an additional doctor. 2. The appointment calendar has excessive openings. 3. The clinic will cover the co-pay (up to a certain dollar amount) for new appointments scheduled within the next 2 weeks.

TARGET AUDIENCE:  Individuals who are interested enough in our practice to care about our new doctor, live within a certain radius from our clinic, understand the importance of chiropractic care, believe that our clinic has the ability to provide them with care and wish to see a chiropractor or are on the fence about seeing one.

METHODS OF ADVERTISING: Direct mail, email, automated telephone messaging, website update.

BUDGET:  $1,000 (Approx)

Not only is our new marketing campaign giving a very direct, actionable and desireable message to our prospects, the message is much more targeted to a very specific group.

Don’t overlook that this advertising campaign costs significantly less than traditional advertising.

The Message

Let’s dissect the two main elements that differentiate these advertising campaigns. First, we’ll look at the message.

As earlier discussed, people are selfish. That isn’t a character flaw, it is survival. It’s built into our DNA. We must look out for our own well-being. We must protect our interests, our finances, our property, our family. By having a crystal clear understand of this, you will find your future customer engagements much smoother and satisfying for both you and the customer.

If you want the prospect to react, you need to make it worth their time. You need to enter the conversation that is already going on in their head. In the original advertising campaign, the message was all about the Chiropractor. In the revised campaign, the message was all about the consumer. Well, to be fair it was partly about the consumer. Our message presented a problem that WE have and how OUR problem will benefit the potential customer. We know that the prospect is interested and will also benefit because he/she has already said so. (We’ll this more in the next section)

Every time you communicate with your prospects or customers it is crucial that you communicate in terms of them and not you. How does whatever you’re selling benefit them?  

The Target Audience

The second element that we need to look closely at is the target audience.

Understand that not all customers (or prospects) are created equal. Not everyone is ready to buy from you or book an appointment or consultation. Only a very small number of prospects go from a cold introduction to committing immediately.

A much larger number are interested, however. Let’s call them hand-raisers. Potential customers who aren’t ready to buy just yet, but are ready to learn about what you do. These prospects enter our “A to Z Buying Spectrum” at a given point and we try to walk them along the spectrum until they are ready to buy.

We discuss the A to Z Buying Spectrum in greater detail on our website:

www.pavlovichmarketing.com/a-to-z-buying-spectrum

By talking to our hand-raisers and nurturing them along the A to Z Buying Spectrum, eventually we have a group of prospects who are ready, or nearly ready to buy. All they need is a little nudge. The offer we gave them in our message should be just enough to entice them to move to the Z position on the spectrum. In other words, turn them from prospects to customers.

Does that mean that Mass Media is worthless?

Absolutely not. Traditional mass media, or non-targeted advertising works well for specific tasks. Particularly those where, not surprisingly, the masses need to be reached.

Mass media is especially good for brand building products that have a very broad target audience and for those advertisers with incredibly large advertising budgets.

Summary

If you’ve spent money on marketing that doesn’t include an actionable message that your target audience doesn’t find completely relevant as well as a targeting that message to a very specific audience, you have wasted a lot of money shooting blindly into the forest.

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Glen Pavlovich

Glen Pavlovich

Salesman, Marketer, Networker

Glen Pavlovich, the founder of Pavlovich Marketing began his career in advertising and marketing in 1989 when he began a career in radio. Immediately his study of markets, messages, audience building and the full marketing arsenal began.

For the last 28 years he has continued to help multiple businesses with their advertising campaigns, websites, e-commerce and business management, all the while learning about new marketing vehicles, trends, target audiences and message crafting.

In 2008 Glen opened a service that provided commercial production to radio stations and video production agencies. Putting his marketing knowledge to work, this company maintains a generous stable of ongoing clients and continues to thrive.

Now with the full team of web developers, writers, graphic artists, SEO specialists and mobile app developers Pavlovich Marketing serves businesses of all sizes with all aspects of customer engagement.

Glen and the rest of the team at Pavlovich Marketing are ready to help you achieve your goals.

Whether it’s perfecting your message or attracting new clients and customers, Pavlovich Marketing will identify the trends, target the audiences and craft the messages to make your business excel.

Call or contact us today to get started.