…And How Purpose Determines Your Customers’ Buying Decisions
If you’ve noticed that you’re having to work harder and harder, give more and more away for free, to make a sale; or that you’re sales are down, stagnating even stuck, then you’ve landed on the the right page today, because I’m going to so show you why that might be, and the very first thing you need to do to turn it all around.
Specifically I’ll show you why having certainty of purpose has become critical to your sales growth, particularly in the pivotal year of 2017, plus what to do to begin to infuse the magnetic sales power of purpose into your business.
You’ve probably noticed the market has dramatically changed and become more globally competitive? That trend has been happening since the advent of businesses using “Internet Marketing” to promote their products and sales.
That competition is now exploding as we speak because 2017 marks the transition from a baby boomer focused market to a Millennial focused market as Millennials as Gen Y come fully into their prime spending years, and baby boomers begin to retire.
Millennials are the largest generation in our history who have grown up in a global economy, think more about social justice and equity than any other generation, and therefore will affect market forces far greater than the baby boomers.
Millennials have dramatically different values, so they will dramatically change the market.
The global market is becoming increasingly multi-cultural. People don’t have to buy either their products or services from their local market or even websites within their own country. They can pretty much purchase from anywhere in the world.
I notice these big shifts in my business in the past few years as I use to have clients from New Zealand, Australia, The United States and Europe. Now have clients from the Sudan, South Africa, Hong Kong and India. They’re not choosing to work with a local mentor, they’re choosing a global mentor.
Your prospective clients and customers might be choosing global service and product providers too? This all means so much more competition; and a huge variety of cultures and values in the market place.
“But one value that is increasingly bringing us all together as one, making things very simply for us in our marketing messaging, is the value of purpose beyond making money.”
The idea that we all have a higher purpose to the work we do, rather than going out to make money, has reached critical mass. Our Higher Purpose is where we make the biggest difference, impact the most people, inspire trust and a sense of belonging and connection with prospective clients. When you infuse your Higher Purpose into your business model and messaging you have no competition, only a niche you were born to serve and prosper in, and a whole bunch of people who can be positively impacted by the product or service you offer.
Consumers have been for some time now increasingly making buying decisions based on the purpose and the social good footprint of the company they’re buying from. If you can buy milk from a company that is organic, has a reduced carbon footprint, and has a social give back policy, consumers are increasingly more likely to buy from that company.
The industrial mercenary money making model has gone. That’s why people who are still building their businesses based on this model are struggling, and finding their products and services more and more undesirable.
The Edelman Trust Barometer, 2013 showed how purpose had increased as a purchasing decision between 2008 – 2013 by 26%. In their 2016 Barometer report of a global general population, purpose has become even more important. A whopping 50% of the population surveyed cited they don’t trust a company that has no “Contribution To The Greater Good”. That’s half the world’s adult population!
45% cited they trusted a company because they contributed to the “Greater Good.” 40% trusted companies that allowed them (the consumer) to feel like a productive member of society. These are huge statistics and should provoke deep thought into how you will position yourself in a global market that is demanding purposeful greater good values.
The baby boomer value system of convenience and progress no matter what the cost to social justice, the environment or social equity has gone folks.
It hasn’t only retired.
You all know that someone has to know, like and trust you before you’ll make a sale right? So your purpose and your social good message contribution to the greater good need to be part of your business structure; your business plan and strategy; your messaging and marketing; your social and/or environmental impact; your offers; and your brand in order to build that trust, become more likeable, and make more sales!
If you want to increase your sales in this new social values economy you need to increase your trust factor by knowing and communicating your personal purpose and life mission within your business structure and messaging.
Purpose is no longer a hippie pursuit. It’s as critical to making sales as generating and closing leads is. In fact purpose will determine more and more whether you will generate leads and close them, over your global competition.
If you don’t want to get lost in all of that change and global competition, then it is imperative that you find your unique place at this Universal Picnic Table of Life – ie: Your Purpose for being here and being in business at the level of the greater good your business provides. This is called Social Business or Social Entrepreneurship which is outperforming and outgrowing traditional business models and entrepreneurship by as much at 30%, according to a Manchester University study a few years ago.
Knowing your purpose and how to integrate that in your business should be a top priority if you’re wanting to increase your sales. There is detail contained within your purpose that can not only give you certainty of direction, but it can turn things around for you in as little as 3 weeks. Like my client Lisa. She integrates certain elements of her purpose and life’s mission into her business and within 3 weeks it catapults her to Online Internet Guru status being recognized by Google. Or Katea who increased her sales by 200% within 6 weeks.
Rather than focus on form of what you’re doing, focus on foundation of what you’re here to do – first.
So you have a decision to make. In your efforts to build likability and trust for prospective clients and customers.
1 – Will you continue to follow a mercenary sales model and hope you don’t become a dinosaur or buggy whip maker?
2 – Or do you take time now to clarify your purpose, how you’re here to make the biggest difference, and how do you integrate that into your business so your company trust factor goes up, and therefore your sales?
As a speaker, you want to get your message out to the world but often speakers are not sure where to find strong leads. One of the best ways is to draw on your existing network.
And yes, you have already heard how important it is to ask for referrals before but the majority of people do not know HOW to ask in a way that gets results.
Let’s map out a strategy for you to get more speaking gigs.
When doing your ‘ask’ you need to tell me:
A great example of an effective “ask” is my friend and colleague, Tina Dietz. Now, she wasn’t asking me for bookings but I wanted to share this example so you can see how specific and targeted she was. Here is what she emailed me:
“Hi Cindy, I am reaching out ask for some connections. I work with authors. They are missing out on a huge market of people who love to listen to audio. I help them to put their books on audio so they can increase their reach and impact. Who do you know that are book coaches that you can connect me with?”
It is a great “ask” because book coaches help their clients create their books and then they can refer them to Tina to get those books on audio. I gave her four referrals right away. She made it easy for me.
If we were to alter this to get bookings instead of clients, here would be her ask:
“Hi Cindy, I am reaching out to ask for some connections. I work with authors. They are missing out a huge market of people who love to listen to audio. I help them to put their books on audio so they can increase their reach and impact. Who do you know that are book coaches that host conferences who you can connect me with?”
Right now, create a short one paragraph “ask” that includes your who you work with, what you do for them and who is a good connection. Then email five people you know that may have connections.
So, let’s say you are passionate about providing your hard-earned wisdom, knowledge and expertise to people who are eager to change –and they are just waiting for a transformational leader/author/expert like yourself to guide them.
It matters not whether you are offering a path to wealth, wellness, personal growth, spirituality, greater happiness, or growing a business around one’s passion—the best way to connect with people and grow your business is through public speaking. It’s also the most effective way to sell a book.
Speaking invites a relationship.
And in today’s world, that’s how people come to know, like and trust the individuals they wish to do business with. Yet, as you have probably seen many times, public speaking is the No. 1 fear of most people. But it’s not about being judged. It’s about serving and sharing.
Sharing what you know to help others overcome their limitations. Remember, people are less interested in the messenger than the message. So go proudly forth and present with confidence. People are waiting to hear you!
Here are a few things you should know to have the best chance at getting booked to speak:
You will need a benefit-driven “one-sheet”
— one page that explains to the prospective booker why you would be a great fit for his/her audience. And though you are including your expertise, your credentials and your experience, what is going to grab them is “what will it do for the audience!” They want to know how it will move, change, motivate and activate the audience. This is a ‘what’s-in-it-for-me” world so focus on them—not you when you describe yourself and the presentation or workshop you offer.
Make sure you have a contemporary website
—horizontal, lots of images, few pictures—powerful and evocative. An old, out-of-date website will dim your prospects of getting booked.
The same is true of old photographs.
You create an immediate credibility gap if you walk in looking 10 years older than your images on your site and one-sheet. To build trust and authenticity, update your images (yes they can be slightly retouched, but not radically altered!)
Speaker bookers want to see video of you engaging with an audience.
At your earliest possible opportunity get some video of you presenting. Make sure it’s well lit, with good sound—not just a quickie from your smartphone. Static video of you talking to your community on YouTube won’t do. When you have this presentation video, provide a link along with the one-sheet when you offer yourself for an engagement.
—not from clients or students—but from OTHER PEOPLE WHO HAVE BOOKED YOU! Speaker bookers want to see what other people who have brought you on their stages have said. They want to know you have the approval and acclaim of those who have gone before them. That gives the booker assurance that you are a good choice.
Back of the Room
When you complete your presentation, it is likely many people will rush up to you with questions, conversations, and demands for your attention. How do you manage to sell your books and products when your attention is distracted?
Fortunately new technology has given you a simple answer. Your smartphone or digital device has become the modern day cash register. The Square, Paypal and others have developed an easy way to take credit card purchases with a swipe and a signature. So preload the prices (including any taxes) of your merchandise or your merchandise bundles (more than one product you often sell together), and then show either an assistant/friend or someone predesignated by the venue how to use this simple system while you are otherwise occupied.
By preloading the merchandise pricing, it takes the guesswork and mistakes out of the picture—and you get to be the star you are rather than a retail clerk. But don’t forget to bring a cash box, with change and smaller bills, as some people still do transactions the old-fashioned way!
Don’t start out looking to get on the biggest stages in town.
Get confident, refine your presentation, and test your enrollment skills at smaller gatherings of 20 to 40. Hone your skills, get comfortable, start the buzz.
This is a time of year where our “tinsel” gets tangled and can make the holidays a challenging time for leaders, entrepreneurs and frankly, anyone!
Stress rules the day as we go, go, go and take precious little time for ourselves. Self care is critical at this time of year and the more you listen to your Intuitive Inner Guidance System, the more relaxed and in control you will fell. Bottom line, YOU need to make this choice to take control of your life with preparation and tuning in to what is important to do and what you can let go of. The more stress resilient you are, the healthier you are, and the more you can enjoy life, family, your work and….drum roll…..the holidays.
Below is a short stress meditation to help you make the upcoming holiday season special!
1. SETUP: Shift attention to your chest area.
2. BREATHE: Place your hand over your heart area. Imagine your hand acting like an air pump guiding each deep breath in and out of your hand. Relax your body with each breath.
3. VISUALIZE: Imagine your holiday gatherings as you would like for them to be. Feel it, hear it, sense it, see it in your mind’s eye. Own the entire experience. You may say, “I don’t know how to visualize.” If that is the case, what comes to mind when you read the words “christmas tree?” The impression you “see” is how you visualize. This is what you work with.
CHOOSE to see yourself calm, centered, grounded.
CHOOSE to have everything fall into place. If something goes differently than expected, allow it in with grace and ease as it probably means something better is coming.
CHOOSE to delegate instead of doing it all yourself – we are our own worst enemy because we want things PERFECT – nix that idea folks right now… your perfection tendencies creates more stress for everyone and feelings of EXCLUSION instead of INCLUSION. Instead choose EXCELLENCE which allows freedom and flexibility. There is none with perfection.
4. ASK: Work with Practical Law of Attraction by using intention and ASKing the UNIVERSE, and others, for what you want help with. Then get out of the way and allow things to fall into place and flow.
5. ASK for help. (Stop playing martyr, which many of us do, thinking that we need to do it all) Establish your boundaries and do what feels right to you and let go of misplaced guilt.
6. CHOOSE to enjoy the season, be healthy and let go of others opinions. Be true to you!
I have seen rumours lately that SEO is dead. Maybe that makes sense because of the continuous changes being made by Google to their algorithms (basically formulas that provide the results they display). But I disagree. SEO (Search Engine Optimization) is here to stay. And I can prove it to you.
When you are trying to find a hair salon in Chicago because you are speaking at an event and your hair is driving you crazy. Where do you look? If you are like most of us, you will grab your phone or computer and type in Best Hair Salon in Chicago. The search engine you use (my go to is always Google) will give you a list of possibilities. Now how are these particular business showing up? Well, because they have optimized their websites and listings with search engines in mind.
I know that the term SEO can send people running, but I would like you to take a step back and think about the keywords themselves… not SEO.
So what are keywords anyway? Keywords can be a single word, or group of words, that are really search terms that help us find information on what we are looking for. Generally these words, or combination of words have been identified as being used by our potential customers, when they are searching online.
Here are 3 reasons why I love keywords and you should too:
By making determining the right keywords, to attract the right audience, you will begin to see higher and higher conversion.
Last year when I was contacted by a lovely lady in the spa service industry, her biggest complaint was that she just wasn’t getting any traction with her website. Bookings tended to be word of mouth and she wasn’t showing up in the first 10 pages in Google search returns. After doing some research to determine how people were currently finding her, keyword research and some competitive analysis, we made changes that resulted in her regularly showing up near the top of the first page. I was just speaking with her last week, and she is incredibly busy now.
So, once you are clear on the results you are trying to achieve and who your ideal client is, your online presence can soar.