Can Acquiring New Customers Be Predictable & Profitable?

Can Acquiring New Customers Be Predictable & Profitable?

Photo by Artem Maltsev on Unsplash

For hundreds of years wise men, alchemists & wizards have toiled in their laboratories trying to produce the mythical substance known as the philosopher’s stone. The quest they pondered was:

“How Can They Turn Lead Into Gold?”

The Alchemists tried Lotion & Potions, Spells & Incantations trying to transform Lead into Gold.

Photo by Matt Briney on Unsplash

There has been much debate in the sales and marketing world whether selling can be automated and predictable.  Turning a Lead (a Prospect) into Gold (a Customer) is regarded as the Holy Grail for growing companies.

So I guess you’re wondering how to create this Sales & Marketing Alchemy?

Sales & Marketing Alchemy Turning a Lead (Prospects) into Gold (Profitable Customers) like a Machine

Turning a Lead (Prospects) into Gold (Profitable Customers) like a Machine

The 4 Critical Questions Every Business Must Answer

1 Whom Does Your Business Serve?

2 What Value does your Business Deliver?

3 How does your business articulate the valve to your audience?

4 How will your business  acquire customers predictably and profitably

Is Selling an Art or a Science?

Selling = Persuasion

Robert Cialdini author of Influence states in his new book Pre-Suasion

So according to Robert Cialdini Selling is Learnable & Scientific

Just like the Alchemist of the past, we need core elements to convert Leads into Paying Customers (Gold)

5 Core Elements of the Alchemy of Customer Acquisition

Ok lets assume you have a Great Product.

People Don’t buy Products or Services, or Features or Benefits… People Buy Transformation

3 Things Your Prospects Need to Believe So they Buy From You…

What’s The Core Buying Emotion?

How does your prospect feel about their problem/ situation? (Dominant Resident Emotion)

How does your prospect want to feel about their problem/ situation?

Our aim as marketers is to craft a message showing your prospects how your product or services can give them what they desire.

So we want to take their desires and turn it into demand for your product or service.

Our Deeper emotional benefits drive us.

How does your prospect want to feel about their problem/ situation?

So you need to look at your audience and understand which of these applies to your market as it relates to your product or service.

Check out the 2 lists of psychological drivers. You could call them emotions, desires, feelings. These are the internal forces that, when they reach a certain level of awareness, drive action.

Negative Psychological Drivers

Anxiety	Disappointment	Frustration	Guilt
Unhappy	Angry	Ignorant	Embarrassed
Confused	Lonely	Lazy	Disrespected
Controlled	Outcast	Selfish	Poor
Overwhelmed	Criticised	Inadequate	Insecure
Desperate	Left out	Self-conscious	Indebted
Ashamed	Cheated	Frightened	Undependable
Disgusted	Indifferent	Boredom	Pitied
Exhausted	Depressed	Jealous	Unqualified
Immoral	Useless	Unfriendly	Burdened
Untrusted	Trapped	Cheap	Complacent
Unworthy	Annoyed	Stressed	Lost
Unlucky	Picked on

Positive Psychological Drivers

Pride	Focused	In-the-know	Respected
Optimistic	Love	Confident	Altruistic (giving)
Overjoyed	Accepted	Relaxed	Persistent
Competitive	Amused	Free	Aroused
Courageous	Admired	Capable	Qualified
Positive	Secure	Fulfilled	Supportive
Excited	Passionate	Motivated	Self-assured
Open-minded	Daring	Spontaneous	Eager
Rejuvenated	Honoured	Organised	In control
Determined	Ethical	Fearless	Patient
Resilient	Upbeat	Wealthy	Outgoing
Savvy	Successful	Attractive	Essential
Dependable	Accomplished

This is more than just offering superficial benefits.

So someone might want to have a beautiful garden, but their real reason is they want to stand out in the community or make their neighbours jealous for having the best garden in the street.

Photo by Marie-Sophie Tékian on Unsplash

So do you which applies to your prospects which relates to your products and services?

Understanding Your Prospects Secret of “Secret Desires.”

So if they want to… Earn more money… or Get an ideal job…or Launch a business... Their secret desire is to Feel Successful. I can do this which boost their confidence.

So if they want to… Learn Something… or Master a skill…or Fix what broken… Their secret desire is to Feel independent. I can take care of this on my own…

Prospects Buy On Feelings – They buy on feelings and for feelings…

What is the core dominate emotion they have right now?

These have different messages.

People Don’t Buy Products or Services, or Features or Benefits… People Buy Transformation

You see, anyone who buys anything is looking for a transformation. We have a goal. Something we’re trying to achieve. So we have things in our life we don’t like, that we’re trying to move away from.

What will they have after the purchase? How will the purchase transform their lives?

When we get excited about a purchase, it’s because there’s something we don’t have that we want, and we believe the product will give us the thing we’re missing. Or there’s something we do have but don’t want, and our purchase will help us get rid of it.

Your product is a vehicle to get them from point a to Point B Before to After.

The Before and After Grid

A great sales message simply articulates the shift (a.k.a. transformation) from the ‘Before’ state to the ‘After’ state …

You should be describing your end result your market wants to achieve.

Your customers want outcomes (results), not products.

So how do this?… With the Before & After Grid so you can speak to their desired end result

This takes your prospect where they are right now feeling anguish, anger, frustrated…

To where they want to be After. Relief their problem or pain is gone, Content as their stress melts away, Empowered…

The transformation Before To After Grid

Can you see me? Can you hear me? Can you feel me? Do you know what I’m going through? Can you help me? –

If you can do & Stop talking about your product bust instead talk about this transformation you’ll be relevant

You need to acknowledge where your customers are and Then where they want to get to

This all people care about “I’m stuck here” Before state & I want to get the result the After State

In other words, are you talking about your products or are you talking about your customers?

Here’s a Before & After Grid for a Small Business Looking for Funds

What does your prospect HAVE in the “Before” state? What does your prospect HAVE in the “After” state?

How does your prospect FEEL in the “Before” state? How does your prospect FEEL in the “After” state?

What is an AVERAGE DAY like for your prospect in the “Before” state? What is an AVERAGE DAY like for your prospect in the “After” state?

What is your prospect’s STATUS in the “Before” state? What is your prospect’s STATUS in the “After” state?

Your Average Day & status gives a narrative, Telling a story Creating a picture

People care about. Where I’m before & I want t get to the after.

What would that perfect transformation be, so your copy needs to show them what it feels & looks like to get their desired result.

If you’re talking before to after you are relevant.

Transformation is all people care about  “I’m stuck here” Before state & I want to get the result  of the After State

Can you see me? Can you hear me? Can you feel me? Do you know what I’m going through? Can you help me? –

If you can do & Stop talking about your product but instead talk about this transformation, you’ll be relevant

In other words, are you talking about your products or are you talking about your customers?

Let’s Identify What the “Before to After “ transformation looks like for your Prospect

Just think about your prospect pretend you haven’t even considered of your products or services.

Here’s Before to After I created for Hairdresser looking for Finance

People Don’t buy Products or Services, or Features or Benefits… People Buy Transformation

As much we love products this is not what we are buying… We’re buying the After Effect

Are your images speaking to after or are you displaying product

If just a picture of your product then your just talking about yourself… Talk about your customers  engage with them talk to the after – engage in the before speak to the after position your product as the vehicle

Your product is a vehicle to get them from point a to Point B  Before to After

We need to speak clearly speaking to their actual desired results… the actual After state

Can you see can you hear me can you feel Do you know what I’m going through can you help me  –

If you can do & Stop talking about your product bust instead talk about this transformation, you’ll be relevant.

So to put in plain English… Are you talking about your Products or are you talking about your Customers?

You learn to speak in a transformation way – The felt need for a market

You must learn to speak to their desired end result.

We don’t just want to build the products we want to build  we want to create products that take our customers from Before to After State.

Just like the Alchemist of the past, you can convert Leads into Paying Customers (Gold) like a machine – This first stage of making this happen.

Do You Need Help Creating Your Before & After Grids or With Your Digital Marketing?