And we turned it into a three step process and similar kind of result where you know, on the very front end conversions increased like ridiculous amount and even with a three step process that we’re getting you know 5 or 10 times more people filling out the thing just by breaking it up.
This is a super common thing in the internet marketing world but to a local business owner, they don’t have a clue, they don’t have a clue, it’s technically possible they wouldn’t have a clue how to do it even if they didn’t know. And so just these really small little things that you know, you know, coming with your fresh eyes with a fresh approach.
And you know, just asking simple questions like “Why do you do it that way?”, “What if we did it this way?” You know, why and what if are really powerful questions to be asking these guys and just to open their eyes to what is possible.
James: Ok, so I’m on board so far and you’ve convinced me, Kyle, that I could possibly be a successful entrepreneur and quit my job and that there’s something worthwhile there. But the only problem is, number four, my city is small and no one does any marketing.
Kyle: My insight on this one is to go where the money is. That’s the simplest answer is why limit yourself to your local market. If you really are in a really small town and you can’t find people who would spend money, I still think that’s a bit of an excuse, but if that’s you know, your perception of the reality, then go where the money is. That’s the simple answer…we’ve got the Internet, we can connect to anywhere in the world. Why would you limit yourself just to your local market?
James: Plus, you’re only an airfare away from an event. I went to an event in Washington. I met with somebody there who had heard about me, but never met me. I then came back home, I made a very short, three minute slide show pitch and he has since ordered more than a hundred thousand dollars’ worth of services from that one meeting.
So, if your city’s too small, go to a bigger city. Go to an event, Washington, Los Angeles, London, Sydney, Melbourne, Brisbane, there’s so much money out there being spent, or even in Dubai. One of my greatest business service providers is doing massive volume in a fairly new market in terms of the internet.
But with the internet, we are able to travel virtually, and a lot of my businesses now are overseas. More than 50% of my business is in markets in a country different to where I live.
Kyle: Yeah, I think just the name of you know, people call it Local Business Marketing. I think that throws a lot of people off where they think they have to go to their local market and you know, walk into a store and pretend like they’re a customer and then try and sell some of the website.
Now that’s…that’s something that people are doing five or 10 years ago. You don’t want to be in that kind of brutal stuff now. We’ve got the Internet, we know how to do direct response marketing. We need to get a lot more sophisticated than that.
James: Yeah, so it’s more business services marketing and you’re helping a lot of businesses reach their local market. But there are also, if you can do that, you can also help business to business situations and you can help multi-national brands as well, but the right type.
Probably not the big publicly listed ones so much but definitely the privately owned multi-national companies who are really Gung-Ho and have big budgets and want to get ahead. Now, what about if the economy’s too slow? I’ve heard GFC and Europe’s hard hit and Americas had a bit of a slump. Does that mean it’s all over?
Kyle: It’s funny how often this one comes up and I honestly think this is just an excuse. Like just…people have run out of any other possible excuse so they just say, “Well, the economy’s slow”. Look, the bottom line is, there’s people spending money. People are still marketing. They still want to grow their business.
Sure, some people are going to be using the exact same excuse and saying well I can’t afford to market now because the economy’s slow. They’re not the people you want as customers. You want the people who are aggressively marketing now, knowing that if they get more market share now, when things turn up, they’re going to have the lion’s share of it. I think this one’s just a flat out excuse and it barely bothers with a response.
James: Yeah. They can’t afford not to be marketing. I mean, marketing is cheaper when no one else has the capacity.
James: And also, there’s less competition and all of the people who are doing services, if they feel the economy’s slow and they step out of the market, then they actually have less competition now. So, in my own case, my own business has been doing quite nicely even though there’s a global financial problem. But, it’s just a matter of which part of the market you choose.
There’s always going to be a part of the market that’s working well, just move towards that. And find those jewels, find the good customers that are there, that are taking advantage of it. And I remember there’s some quote that there’s more money made in the downtimes than in the uptimes. But certainly, the people who are focused on finding it will locate it.
Kyle: Yeah, I’ve heard the same thing, where you know, the economy’s down, things are sold cheaply and you can buy things up and wait till the market turns up and it’s a similar situation now. You’ve just got to look for the right prospects and be confident that you know, there is still money flowing in the market.
I mean, I’ve been doing my consulting tycoon product for the last, I think four years or so now, right during the whole you know, crisis. And every single one of my success stories was created in you know, quote unquote bad financial times when the economy was slow. So, there’s no excuse and things are only getting better at the moment.
James: Ok, what if you can’t afford a mentor right now?
Kyle: My first question someone is “Can you afford not to?” You know, I’m seeing so many people who they say they can afford a mentor or coaching or anything like that. And then two or three years later, they’re still struggling. They’re still doing things the hard way. They’re still you know, struggling to get anything going.
They’ve been buying more products. Have been buying little 47 dollar products here and there and you add up what they spend and the time and hard work that they’ve done. And you know they’ve spent five times more than what the coaching or mentoring was in the first place. So, that’s the first thing I’ve said to people is just seriously consider where you’re at and what your path might look like if you don’t invest it in something now.
And the other thing is, just go out there and take action with what you do know and become a success story. You’d be surprised how many doors open up once you become a success story for someone and they’ve gotten great results with their stuff. I got quite a few people who are now friends with me who came into my program and turned out to be big success stories and we became friends because of that.
And you know, I took on a bit of a mentor role to them without them needing to invest anything. Just because they went out there, took action and came back to me and said “Hey Kyle, remember that tip you gave me last week? I went out and made 10 grand”, you know, what’s next kind of thing.
That opens so many doors you wouldn’t believe because so few people do it. People you know, like you and me for sure are tied to giving advice to other people. You know, giving people tips. Then they don’t go and do it and as soon as someone does, they stand out like nothing else.
James: Yeah, actually I just did a podcast earlier today and I mentioned someone who has been implementing my strategies and has made that known to me on Facebook and commenting on my podcasts.
And even though I don’t think she’s been in my course, she’s taken the free stuff I give away and used it and there you go, I mention her in my products so she’s building up status and traction in her market and there’s plenty of people who I associate with who have done quite well. So I think that the money will flow fairly quickly once you get that confidence up and you go out and get a customer.
You’ll have some money to reinvest in your business. In my case, I’ve always reinvested in going to events, reading books, buying the odd course that will fill a gap in my knowledge and the biggest investment I have in my business is in human capital.
I actually hire other people who are smart and talented to help me grow the business and that fuels the business to the next level that allows us to help more people that brings in more profit and it’s self-funding so have that reinvestment mentality, that’s what I think and if you can find someone who knows the answers to all these questions, and you have these things as excuses, then why not get the answers quickly rather than taking a long time to try and figure them out for free.
Kyle: Exactly. Free’s often the longest and slowest way, I mean I, my being very public about my first consulting business being a massive failure and all the lessons I’ve learnt from that.
And that’s how I’ve created my product which basically gives all my shortcuts and tips and everything like that and to not take advantage of that and try and go the same route that I did and fail for yourself, that just blows my mind that people would even bother.
James: Yeah, and I’ve talked about how I used to sell software as an affiliate and now I’ve…have replaced that. I actually stopped the profitable affiliation because I think people should just pay for a website to be built and have it ready the next day.
Because that removes a year’s worth of learning curve and excuse. “Oh, I’m just building my website”. That’s not an excuse anymore, you should not even have to learn that stuff. So, next one is that… the excuse number 7 is “My prospects don’t want to spend any money”.
Kyle: Ok, so, I’ve probably got two answers to this. The first one is, probably 90% of the times that people have said this to me, it’s kind of true. They just need to go out and find better clients. They’re talking to their local butcher, and they’re wondering…
Kyle: Yeah, exactly. They’re talking like a local butcher or candlestick maker and they’re wondering why they can’t sell a 5 or 10,000 dollar website to them. It’s because they don’t see the value of proposition. That’s the first thing, it’s just having better filters and going after people who can afford what you want.
And then the second part of the answer is learning how to sell. You know, finding out what people want and then giving it to them. Not focusing on the technical stuff, not trying to sell a website for $10,000 but selling them, you know, more better ideal clients for $10,000.
James: Perfect! Customer filtering and having a better messaging. Make the result more obvious to the customer right?
Kyle: Exactly! Exactly. Real simple stuff but it’s a kind of fundamental stuff that’s really easy to totally forget when you’re setting up your business.
James: Well I think it’s built in Prospect Language 101. Isn’t it? They teach you a deflection skill. I don’t have any money or I can’t afford this or just not right now.
Kyle: It is. If they all go to the same customer school they learn the same objections, the same…
James: It’s the same in the motor industry. Oh, I need to check with my wife, slash accountant, slash my best friend, slash my cousin who is an expert who works at another dealer, slash…
Ok, so the next one is, I haven’t got a track record or testimonials. Now I’ve experienced this one too, because we provide SEO services and websites, and sometimes when we get a rookie come to the help desk, they’ll say, “Can I use all your testimonials off your website? Can I cut and paste your results things?”
And I wonder why do they need that when my most experienced, very best business service providers, have never even asked me for that. Somehow they got started without needing that.
Kyle: Yeah, this is another one of those confidence building type of things where if someone doesn’t have a track record, they feel like they need something just to build up their confidence.
I’d surveyed some of my best students about maybe a year ago now, and what we found was eighty percent of the time, a prospect will never ask you about the track record or testimonials or any of that stuff whatsoever, as long as you’ve taken them through a proper process. You know, you’ve asked questions that showed that you know what you’re talking about.
You’ve focused on them and what their pains and problems are and looking for solutions. As long as you put someone through that type of a sales process, they literally don’t ask, because you’re not demonstrating that you don’t know anything, you’re not demonstrating that you are a shyster or trying to rip them off or anything like that. People just don’t ask for this stuff. It’s a non-issue in 80% of the cases.
James: Yup, perfect. They’re just not going to ask, so wait till you get there. Now I always say to people, put your own website up there if you can, and at least you can rank your own website for something. But as soon as you have one customer, that can be the track record that you can use for the next one. You only need one success, and then you’re covered for the rest of time.
So just make sure you put a lot of effort into that first site to make sure you get a great result for your customer. So I’ve got this fantastic case study now, that I can talk about with anyone who asks where I’m getting 80 opt-ins an hour, and I think that credentialises me to be able to talk to someone else who has a similar scenario.
Kyle: Yeah, and that’s what I’ve used in my business a lot of the time is, even though I do have a track record and testimonials and those kind of things, I very rarely actually use them. I’m much more likely to use an example from my own business, because they tend to come to my mind first.
And see, even when you do have these things, you quite often won’t actually use them when talking with people because they’re just not necessary and they don’t necessarily fit into what you’re trying to do with that person.
James: And sooner or later your customers will be your testimonials on your behalf, without you even having to ask. They’ll just be referring people to you with a great endorsement.
Kyle: The funny thing is, I actually found when I did try and use testimonials or give examples of other case studies, was that most often it raised more objections than made the sale or anything like that, because people would either think, Well, my business isn’t like that, or that wouldn’t work in my situation because I’ve, or they had some advantage I don’t have”, and it raised more questions in their mind about “Oh, how would that apply to us” than it did help the sale move forward, so I just stopped using them because I didn’t find they helped very much.
James: That is a top tip, and I don’t use testimonials much at all in my marketing, it’s almost non-existent. I just prefer to have reputation. And for that reason I created the Own The Racecourse philosophy which I published for free on SuperFastBusiness.com because I think that if you become your own example then people get it.
So the next one you had on your list of excuses: My partner doesn’t support me like I want them to.
Kyle: Yeah, and this comes up – it’s actually been coming up a bit more lately for some reason. It seems to be something in the water. And look, it is nice when you’ve got a partner that supports you and makes you feel loved and all that kind of stuff, but at the end of the day it’s your business, and you’re the one that going to have to make it happen, so this is another one of those things that I think it’s just a last minute excuse.