While I wouldn’t say that I am an avid reader, I do tend to consume more books than most. I’ve found that I really enjoy listening to audiobooks whenever I’m walking my dogs, or when I’m commuting. The beauty with audiobooks is that I am able to keep my mind stimulated and learn at the same time. Here’s to modern tech!
Audiobooks allow me to take an otherwise mundane task like dishwashing, and turn it into a productive learning sesh. Audible is amazing. My hats off to Amazon for that beaut!
The most recent book that I finished is a gem by Chet Holmes called The Ultimate Sales Machine. One of the many success stories that he cited throughout his masterpiece is that of a carpet cleaning company that he consulted for. The unnamed carpet cleaning company built an impressive empire with the careful guidance of Chet’s hand.
In the book, Chet used the carpet cleaner to explain why market data is far more motivating to consumers’ purchasing instincts than product information alone. Chet discovered data published by the EPA that showed how regularly cleaned carpets could make your home 1500% cleaner. One benefit to this? A healthier family.
By offering a 10% discount (that must be used within the next year) on future carpet cleaning services to existing customers, Chet was able to dramatically increase sales. Most homeowners do not regularly have their carpets professionally cleaned, however, by educating homeowners of the importance of scheduled cleaning, existing customers turned into repeat customers.
You might ask, “So what’s the difference between product data and market data?“ Product data is internally focused. Examples include statements like, “our truck-mounted carpet cleaning machine has 35% more suction that our competitors systems.” Product data is useful when your customer is checking out the completion.
Market data, on the other hand, is externally focused and is useful for educating your prospects and drawing attention to a pain that your product can solve. An example of market data would be something like “90% of all businesses fail within 10 years of startup. Here’s 5 reasons why and what you can do to avoid the same fate.”
Simply using market data in your marketing efforts can make a huge difference, but combine it with your unique core story and you can take your marketing to another level. Market data helps build trust and credibility through education. Market data can position your business as the natural solution to the problem.
Nearly every single company approaches their potential customers with the intention of selling them something. And, most, if not all, despise being approached in this manner. Marketing efforts are often viewed as intrusive and most prospects put up their guards and shut down. Enter the core story…
Your core story is tailored for your business and identifies market needs and presents your product(s) as the solution. It is important that your core story uses market data as its basis and the need of the client must be real and believable.
Using the carpet cleaning company as an example, Chet identified research that provided concrete evidence showing how effective carpet was at absorbing dust and bacteria. Chet showed that the benefit of regular, professional carpet cleaning is a healthier family and cleaner indoor air (among other things). As clients became aware of the benefits to clean carpet, they began to schedule carpet cleaning on a regular basis.
Prospects appreciate the value of useful information presented for free. These clients are far more likely to buy from a company that leads with value because they feel respected. They also feel that you genuinely care about their interest.
Talk about a breath of fresh air. Educate first and clients often sell themselves!
I’m currently compiling some data for a carpet cleaning that I’m consulting for. I used Chet’s techniques above to massive results. Check back for that post in a few days.
I leave you with the video below. Enjoy!