Video Transcript: How to Sell part 3 - Marketing

All right, we're back to selling now, I gave you an example of how to sell a book  or how to sell a pen. And you know, you have to ask a question. Can I ask you  something? You have to get them to their experience of whatever it is, the topic  

you want them thinking personally about something in their own life, then they're engaged. If you're talking about the product here, I've got this Bible. Let me tell  you all about it. You're starting from zero. They have right now. They didn't get  up thinking, I'd like to know about this stuff. I've been searching about this. No.  So you interrupted their life with all this stuff, all these facts, and they don't care  about it. You have to get them thinking about their own story, their own thing,  their own dream, their own need. And then finally, at the end, now that they're  engaged, you can connect your product to it. All right, selling, it was more than  just the one on one. Selling your product or service, in some ways, you have to  take a step back get a broad overview of the whole thing, and that's what  marketing is. So that's what we're going to talk about. What is marketing?  Marketing are activities of a company associated with buying and selling a  product or a service, so all the things connected to buying and selling a product  or service, it includes advertising, selling and delivering and packaging and  storing and warehousing your product. Marketing is everything a company does  to acquire customers and maintain a relationship to them. Products and or  service. A product and or service refers to an item or a service a business  intends to sell. So a product might be like for me, it's a personalized Bible. I  have different versions and different different Bible versions and products. A  service would be, you know, I clean siding, I pressure wash decks and siding.  That's my service. What differentiates the product? What difference  differentiates the product and or service from its competitors. So I have these  Bible you know, personalized Bibles. People have their own cover on that  picture, their own church or whatever they want on this cover and on the inside.  And there are other groups that do it too, the new international Bible version, for  example, biblica, they're the ones that own the copyright, and they, too were will  personalize. You can go to their site and they will personalize Bibles for you. And they used to personalize New Testaments like I do. Well, you can bet I looked on their site and I, you know, I priced myself below them, and two years ago, they  stopped doing New Testaments. They only do the whole Bible. I don't know if it's in response to what I was doing or not, but, you know, I'm looking at my  competitors. What are they doing, and how can I do it better, and how can I be  less expensive? Can the product and or service be marketed with a secondary  product and or service. Okay, so I'm offering this, but if you're sort of interested  in this, you might be interested in that. So I have books, but maybe tracts or  maybe sermon series that go with the book. I don't know. You have to think  about, here's my product and service, here's the related products and services  that I might be able to get into. Are there substitute products and/or services in  the market? Are there things that people can buy that would take the place of 

what I'm trying to sell? So in other words, marketing, you have to assess what's  going on in the world and what's happening with this product. What's the price?  Are people wanting this thing? Are they going on to something else? Price?  Price refers to how much the product is likely to cost. Well, what does that  mean, cost to business for the product or service. So for example, when I print  Bibles, here's the New Testament. It's got Youth HavenTrailbook. So this is a  ministry that has campers and kids that come and then they give them this  Bible. So it's a nice cover that they did. So what I do in the inside is a New  Testament. So what I do is I, the last time I printed, I printed 50,000 of what's on  the inside, because I printed so many and they didn't have a cover. It's just this  way. Just looked like this. I printed 50,000, because they're printed 50,000 I got  a ridiculously low price. I think it was like 57 cents for each one of them. So  that's first of all, the cost of the product. To me, the business owner. Number  two, the cost of putting product or service together. So I have all these Bibles,  but they don't have covers. So now I got to print a cover. The cover has to be  laminated, and then the cover has to somehow get attached to this Bible. So it  has to be glued on. I have a machine that glues it on, and once it glues it on, I  have to trim it on three sides, and it has to be straight. So I have a three Blade  Cutter that I put it through. So there's the cost of the printing of the cover, there's the cost of the labor, there's the cost of any machinery that you might have.  There's the cost of, you know, I have 50,000 Bibles printed. Where do they go?  They don't go in my bedroom. They're going to be stored somewhere. Well, I  have a barn I put them in, but if I didn't have a barn, I'd have to pay someone to  store them the cost of marketing a product or a service. Okay, people don't know that I even have these. I can have them in my barn, but no one knows that they  exist. So I have to get out and, you know, I have to either hire someone to make  calls, or I have to do something to let people know that these things exist, the  cost to distribute the product or service. So that's part of letting people know, but it's how do you get something to somebody so shipping and all those things, the  cost competitors charge. How do I make a price? How do I decide what it's  going to be? I have to see what others are doing, and I try to get under that the  cost your business will charge. So ultimately, I have to take the cost that I have  in making the book thing in the middle, the cost of printing the thing, the cost of  assembling it together, the cost of storage, the cost of shipping, the cost of  calling and marketing and trying to make the sale. And then, so then I can add  up all those things. Then how much of a profit do I want to make? And then  there's the competitor. I have to come under that so I had to figure out all those  things, and finally, come at the price of my product and service. And you know, if a competitor is doing it better than I am, and I can't get under it, maybe I  shouldn't do this business place. Place refers to distribution of the product or the service. It can be a physical front store. You can rent some space and sell stuff  out of that space. You can get distributors and partnerships. You can talk to 

people and get them to sell your product for you. You can go online. You can  create an online store. You can advertise in places like eBay. Here in the United  States, we have Craigslist. Those things are free until you pay a little fee when  something gets sold. Or you can make your own online store, or you can have a mix of all these things. You can have partners with people. You can have a  physical place that people come. You can also have online promotion, personal  selling. Everywhere you go, you talk about your product. Every time you meet  someone, you have a product in mind. And again, you don't just sell your  product. You have to listen to them long enough to find out what their dream is,  what they're excited about and somehow connect your product to their dream.  Advertising depends on what your product is. If I was going to, you know, I got  bought a pressure washer and I was going to wash people's houses, I might just go and print 1000 flyers and just go right down the street and put a flyer on in  everyone's door. Here I, you know, I will wash your whole house for 50 bucks,  and you just do 1000 of them. And if five people call you, there you go, $250 that day, sales promotions. People like promotions, discounts, public relations.  People have to know about what you do, and so somehow you have to get out  there. There's Chambers of Commerce in every little city here in the United  States. I don't know what it is in your country, but you have to get the word out  that this is what you do as a service, or this is what you sell. If people don't know what you're doing, it's not gonna work. Direct Marketing, okay, so one way or  another, to get out there customers who are the people that need or want your  product or service. So for myself, personalized Bibles. I'm thinking of churches  and ministries. Those are the people that want this. I don't try to sell to individual Christians. And the reason I don't do that, it'd be a lot of work if I had to go one  on one and try to sell this to people. It'd be a lot of work. I go to a pastor, and I  don't I don't just sell one. I sell 100 say, Pastor, this is something you can hand  out at the end of your service to anyone that's visiting, or you can get your  people to hand it out to people that they know that might be blessed by it. So we might as well make 100 of them. So I'm talking to one person making one sale,  but I'm selling 100 of them that that way I can keep the price really low. I don't  have to make a lot of money on one because I'm selling 100 so for me, it's who  would be interested. Well, it's pastors and it's ministries. They want to get their  word out. They want to they want to leave something meaningful with someone  so what is your product and service and who are the people that need or want?  What your product or service is, you have to figure that out, because the whole  world doesn't want or need what you have. The more you can figure this out, the more you can target and spend your time with people that actually might buy  your products or service. Well, you have to figure out how to reach them. Okay,  for me, how do I reach pastors and ministry guys? I could send a flyer. I could  send a letter, you know, I could write this promotional letter and send it to them.  But as a pastor, you know, if I showed you the mail that our church got today, it'd

be a stack this high, and then my promotional flyer would be in the middle of this stack. And the pastor's going through this. These people want money from me.  These people want me to do this. This group wants this. This will announce this,  oh, here's someone that wants to sell me something. It's just, I don't have time  for any of that. So how can I reach a pastor who's busy, who's got every ministry under the sun, wants to get their attention and use their people and have money somehow donated to them? How do I touch this pastor? Well, I found I can just  call him up on the phone. Hey, pastor, I'm a pastor too, and I have something  that I think you might like. I really, I really do think you might like this. Can I ask  you a couple questions, and 90% of the pastors will say, okay, reluctantly, and  then I go into my whole sales thing. You know, do you have visitors that come to  your church? How hard is it get a visitor to come your to your church? What  does your visitor go home with a bulletin? What if they could go home with  something that would might change their life, something that communicated the  vision of your church? Okay, so I can just call them on the phone, or I can just  stop by as I drive by. Generally, I find I have to talk to the minister, and nothing  happens. I talk to the secretary, nothing's going to happen. So I understand that  about mine, you have to understand how you can reach the people that you  specifically want to reach. How can you meet their needs and expectations?  How can you stay connected to them after the sale, it's hard to make a sale. It's  hard to make a connection. And once you have one, people will repeat, if you  just keep a relationship to them, and lot of ministries, lot of businesses, they  make the sale, and then they move on when the real gold is in the people that  you've already sold to. How can you sell to them again? How do you come back  to them? We'll talk about that in another video. How can you get them to sell  your product or service? See, once you have someone that appreciates your  product, enjoys it, gets something out of it, how do you motivate them to tell their friends? Online marketing. We have a whole course on online marketing, but  website information, that's probably what most people start with. They put up a  website. It's just got information about what the product is, how it works, where,  who to call, all those kinds of things. The next step is to do website sales. It's a  little more difficult, it's a little more pricey to have something like that, but we  can, people can actually buy online. And then one thing that's really happening  now is blogs. It's sort of indirect selling. If you just put up a website, hey, I'm  selling this stuff, who's going to come to your website? Only people that really  know what it is. Or people you talk to and say, here are you interested? Go to  my website. Otherwise people are not just going to find your website, but people are looking for blogs in a certain arena. They're looking for what people have to  say. And so you write blogs about the topic that your product somehow is an  answer to, and people read. Your blog, and they like your blog, and then there's  a link. Well, if you like this, here's where you can do something about it. And if  you keep blogging and people, you get a following of people that like what you 

have to say. Eventually you could sell your product through that Facebook,  Facebook ads, Google ads, all this online marketing stuff, you really should take  the whole course on how to do that, but I'm just giving you the ballpark. Lot of  companies and lot of startups are moving toward the online thing, more than  than than having people come to a store test marketing, resist the waiting to  start your business. When everything is figured out, that's what people do. They  got to figure it all out. They got to get the logo. They get the whole product thing  and order, you know, and how we going to do this, and, you know, all these  pieces and vision statements and marketing plans, you just need to go out and  try something. Just get off the dime. Just start with something small and see  how it works. Start small, adjust as you go the whole thing. And you know,  marketing is really coming up with this whole plan. But instead of trying to just  figure out, figuring out the whole plan, just get started small, so that if it fails, you don't lose the farm, you don't lose a lot of money, but you will end up figuring out all this marketing if you just get going and you run into this problem, and then  you try to figure it out. So keep in mind all these things that I just talked to you  about marketing. Marketing is trying to figure all that out. But don't just sit there  with paper and try to figure it all out. Talk to people, get out there, try to sell  something, and then figure out as you go. Thanks for listening.