The Packaged Elevator Speech
• If you want to get more prospects to meet with you, you need to hook them in with a good elevator speech.
• Most entrepreneurs do not have a good elevator speech. It is either boring or confusing, and rarely are they consistent in using it.
• A packaged elevator speech is short, interesting, and designed to get prospects to ask more questions.
• Using a brand name for your BIG Idea
makes it much easier for people to understand
• A brand name turns your intangible service
into something more tangible
• Keep your brand name to a maximum of four words. Don't try to come up with the perfect name at first Develop and use a working name first.
• You can make money per customer if you give your prospects three choices
• The three choices are: Small, Regular, and Super-Size
• If you offer three choices, most of your customers will choose the middle option (60% of the time)
• You are not expecting anyone to buy the Super-Size:
If they do, it is a bonus
• The Three Boxes allow allows you to raise your prices
without the risk of losing any customers
• In the typical sales situation, the customer holds all of the power because they know that your product/service is readily available in great abundance.
• If you create a line-up, you will equalize the power imbalance. You create a line-up by limiting the availability of your product and service, and telling them that your advanced gourmet program is not for everyone. This strategy is based on the fact that people want things more if they worry they might not be able to get it.
• In today's marketplace, prospects are overwhelmed by a daily stream of sales message. As a result, they have retreated into a bunker. That makes it hard for you to talk to prospects in the traditional way.
• You need to provide Free Value to attract prospects out of their bunker. This can be anything including product samples, consulting time, creative solutions, and technical support. The higher the value you provide, the more prospects you will attract.
• You get to decide which prospects get the free value.
BIG Idea Marketing Strategy #8
Get more ideal customers
• Ideal customers are the kinds of people you love to work with. Unfortunately, most entrepreneurs don't have enough ideal customers (less than 20%).
• One primary objective of BIG Idea marketing is to attract more ideal customers (You will attract more ideal customers if you have a BIG Idea).
• Use one of your existing ideal customers as the model for the new customers you want. Develop a profile of your ideal customer characteristics. Your long-term goal is to work only with ideal customers.
For more strategies go to: BishopBigIdeas.com
• Divide your customers in two distinct kinds: fast food and gourmet.
• The fast food customers just want to do a transaction with you (usually for the lowest price). The gourmet customers want to have a long-term relationship with you (price is not an issue).
• Most entrepreneurs have too many fast food customers, and neglect the gourmet customers. To get more gourmet customers, you need to develop a gourmet BIG Idea for them.
• Most companies have too many types of customers. Too many types of customers leads to complexity, lack of focus, and fragmentation of your message.
• We recommend you build your business around one primary type of customer. Using this model, you have one customer type and a potentially unlimited number of products and services.
• Focusing on one customer type simplifies your business, gives you greater focus, and allows you to communicate a single, unified message.