Wayne Brown - The Business Building Technician

10/21/2024

Custom wheels on a Corvette

10/21/2024

Porsche Cayman

10/21/2024

Maserati 👌

10/08/2023

2005 Bentley Continental GT. Hope to add one to my collection soon.

09/21/2023

Fully restored "The American" 6 shot Revolver

09/21/2023

Range Rover almost ready for the streets

08/26/2023

Rebuilding my Range Rover... Almost complete

08/25/2023

04/07/2022

// What comes first, the customer or the sale? 🤔//

Before you write me off as being crazy, let me clarify a little.

Most businesses are marketing and selling from a position that is philosophically wrong.

One of the greatest marketers of all time, Dan Kennedy, used to have a saying “You don’t get customers to make a sale… you make a sale to get a customer”

That may sound like just a semantic difference, but these concepts are polar opposites.

If your primary goal is marketing to generate sales you are going to hinder yourself in several ways.

People who have never bought from you before are the HARDEST to sell.

They are skeptical and often have to see your ads several times before they will request info, call in, or buy.

They require a heavier advertising investment to get their attention.

Because they are unfamiliar with you and skeptical, they take more convincing and are harder to close for your sales people… taking more calls/visits/request more info mailed/emailed/faxed and often wasting more of your sales people’s time and resources.

The inverse of this is doing everything you can to simply generate the first sale, JUST so you can gain a customer.

* A customer meaning, a person who has completed a transaction with you, and had a pleasant experience *

When you are simply chasing sales, you are being transactional.

You are often not focusing on building a buying relationship and looking to do what’s best for the customer.

Instead, you are usually looking for ways to make the most money you can on that initial transaction, while HOPING the customer is satisfied enough to return.

As Dan also says… “Hope isn’t a strategy.”
Contrarily, when your primary focus is getting a customer, your main goal is simply starting a buying relationship – even if you make no money or take a small loss.

Doing everything you can to remove all of the most common barriers to buying: price resistance, risk of dissatisfaction, convenience etc…, and building a bridge between you and your market is the highest priority and will pay the biggest dividends.

Why?

Because people who have completed just one successful/enjoyable transaction with you, are 4-5 times easier to sell again, and way more likely to refer family and friends which equates to reduced advertising costs, and more repeat business.

Especially when you have a strategy in place to boost the amount of return visits, and incentivize referral business.

This is direct marketing 101, but I was reminded of this recently when trying to help a fairly new luxury barbershop find ways to get new clientele.

They were advertising solely with the purpose of generating haircuts at the highest possible price/profit margin, while also trying to build general awareness and establish their brand in a new town.

They were on the higher end of the price scale and were having a hard time getting people over the barrier to trying them out, even though the quality of service was excellent.

What I challenged them to do was come up with an offer that lowered the barrier to sale substantially, and took away the risk from the client for the initial service.

Here’s the mathematics on why this works even though it sounds counter-intuitive.

The “Chasing sales” method:
$35 Haircuts - 20 new clients per month = $700 in sales
7 Return customers the next month - $245 in repeat sales
2 referrals - $70 sales
Total revenue in 60 days = $1,015
*This does not include regulars they had already established, only new customer revenue

The “Chasing customers” method:
$35 Haircuts + FREE Hot Lather Shave for 1st timers (normally $30) - 32 new clients = $1,120
15 return customers - haircuts only - $525
3 add on Hot Lather Shaves - $90
12 referrals - $420
Total Revenue over 60 days = $2,155

This strategy doesn’t always deliver this dramatic jump and isn’t always possible for some industries where you have a large, one-time transaction like selling a home or spinal fusion surgery… but for most service-based businesses, professional practices and retailers… this can be modified to work for you.

Just remember… The purpose of generating the sale is to get a loyal customer… not just to make the cash register ring once.

www.Businessbuildingtechnician.com

01/20/2022

"HOW DO YOU GET MORE CUSTOMERS OR CLIENTS CONSISTENTLY?"

The answer to this question seems to be very elusive. Many of the people who should be able to answer, in most cases simply cannot.

Business owners who make $20k or more per month, truthfully don't even know what they did to get there!

I have literally watched dozens of successful entrepreneurs give newbies advice like:

- just get out there and hustle
- network and shake hands
- knock on doors
- build word of mouth
- get involved in the community”
- join the chamber of commerce

All mediocre ideas at best.

The truth is, they don’t know how to explain it because they didn’t really follow a plan.

They got there through a seemingly random combination of old-school, brute-force prospecting and networking.

Nothing wrong with that, but it isn't easily duplicatable, and it surely isn't scalable.

ALWAYS REMEMBER THIS

📢 You can't scale hustle!

But you can scale processes. 💡

What you need is an automated SYSTEM that:

1. Gets the attention of your target market.

2. Educates them on the uniqueness of who you are and your solution.

3. Invites them to do business with you by providing some type of sales incentive or direct benefits to complete the transaction.

The process should sequentially break down sales barriers and their resistance to making a purchase/setting an appointment.

Even seasoned marketers go wrong by starting at step 3 and immediately trying to sell to complete strangers.

That’s like asking a woman to marry you on the first date, and usually goes over like a fart in church.

Yes you’ll get some people right away, but that’s not where the vast majority of the market is.

Most of them have to become familiar with you over a period of time before they’re comfortable enough to give up the goods.

You don’t need to:

- hustle, grind, put out 40 pieces of content a day, or post 15-20 times a week

- visualize, say affirmations and release your dreams so the “universe” can manifest it

You need A SYSTEM.

Let it do the heavy lifting so you can focus on providing world class service, quality products and a great buying experience.

Businessbuildingtechnician.com

01/14/2022

[CASE STUDY] Discover the 4 step process we used to help a local hair salon get 16 times more new customers... all while spending less than $1,000 per month in advertising.

Businessbuildingtechnician.com/case-study