Simplify and Package the Sale

“It just works.” People really like to buy a Black Box that does what they need, without having to worry how all the little messy bits happen inside.

The more you can do to make it like that, the more you sell. Think of the “Easy” button.

This trap is so common – getting so deep into the details that someone who is just looking for a simple solution is more bewildered when we're done “explaining” what we'll do. Then there's the fraternal twin temptation of going so broad – giving 20 bullet points of everything we CAN do – that we're totally lost in the mists of forgettableness. Great point.

Okay, that’s not true. You have to market.

That's the key phrase right there. You can offer all the simplicity in the world, but if you don't have a clear and actionable go-to-market strategy and then come through on it, all the simplicity in the world won't do anything except show businesses another failed sales channel.

Chris once again you “Whacked the mole” RIGHT on its ugly little head!

The best line here:
[What you say versus what your 'prospect' hears:]
“Blah blah new thing new thing blah scary blah new thing cost.”

Love it! (probably will be my saying for the day…)

The problem with social is lack of scale and the arena it is in. Unless I am already passionate about a brand or product I don't want to see your face around my network. If I invite you bring value. I can find a great restaurant in LA and help them build a fan/follower base to ensure the engage with 5000 locals to sell out their seating each night. But Nabisco can not reach 50 million people via Social even if I gave them a whole year. And they HAVE to reach 50 million people (actually they have to reach 500 million worldwide minimum). So there no mumbo jumbo. Everything with social will be on a micro-scale relative to their size and sales. Shame on the CMO who gets sold by a Social Guru on Social in ways that do not fit their needs.

As you wrote simplify. Too many Ad People and Marketers use foofy words to sound impressive. They might work on the CMO but not the CFO. The CFO sees money invested leading to sales and makes all decisions based on that. Because in the end it is only about selling and did you sell.

Yes, simple works because people want simple things. Yet finding that motivation seems complicated. It takes listening.

These examples are excellent ways to frame the pitch. They go right to what drives business decisions. Thanks Chris.

Astounding how we always can “smell” fancy language, eh?

Were you eavesdropping in my home office last night? I was getting frustrated with my B2B biz and my husband said, “You just have to work on your value proposition.” This post will give me a kick in the butt. Thanks, Chris!

Yeah, another reason to keep it simple, especially at first, is because the client will get the perception that they're getting more than you are actually offering, even if you haven't said that, that will just be the general perception, and then after they sign up the headaches come. Also it makes you seem desperate, and desperate loses sales. I've read these great negociation books by Chester and his son Gary Karass, and one tenant, and I've experienced this, is that saying “No” actually wins more sales than loses them. Also, the less you say up front, if they are really interested and not just wasting your time, they are going to start talking and asking question *buying signal!* so you don't wast your breath with people who aren't really in the market, making you more efficient.

I wish I could get $200 per support call. Many clients initially feel entitled to free support or advise even if I make it clear that it will be billed hourly. Granted, I work with individuals and small business but still…

I'd love to see a post on how to get clients to understand that time and advise costs money.

Definitely a pain point for me too, Sean. Spelling out a clear end point for contracts and the details of the follow-up relationship is something we've yet to master with our projects. Heck, we've yet to try it; and the results have been, let's just say, challenging.

Also wondering how best to start up an offer like what you mentioned, Chris. Would it be best to do it once gratis for a business and use that as a case study/source of testimonials? Or would just starting with an offer work?

It is all about perceiving the value that you are offering and putting it all together in one package

Chris you have uncanny way of getting into the head of people. I spent the weekend thinking about this, how important packaging was. Book packaging. I thought to myself, the publisher I looked at produced Obamas book and Dan Pinks but then I thought about both those books I thought my word do I think these book covers rocked-peoples-worlds. I even consired going for other publishers.

I look at the covers and think are they a patch on the cover of Linchpin. is it packaged as well as Robert Green , he went met a book packager in Italy on holiday. Next thing he knows he is making books with 50 Cent and is round at his for tea. Not sure I am chasing that dragon but I guess small things like packaging make a difference. Tom Peters seems to put that effort in and his career has endured and even broadened in “marketing reach”.

I see now the argument is on the packaging of social media, I think the comments from Unilever at Cannes Lions is a smokescreen. I think CEOs are quitely building their dashboards (sorry jargon haters) and it is not like teen sex, social media is an enjoyable experience. I have put similar attention on packaging the environmental debate, de-jargoning it in my book.

I just got followed by BTCare someone in a position of seniority gave them that guy in Ireland, money to Tweet it up with me. I think the movements are happening. I see somehow a revolutionary thing going on here. It is the job of early adopters like you (me of Green Lifestyle) to act as the salesmen of the revolution. Debunking myths, breaking it down and communicating the revolution for the masses our in this cases the people at the top.

I think about the Robert Green/50 Cent team up a lot. It's actually one of the most amazing things in the world.

Packaging is quite important. I see that you're thinking it over, and I'm excited to hear more. I love your comments.

I never convince people something's what they want. I talk to them about their needs and I help them fulfill their needs.

If you want. You can always start that way. To me, the more you give away, the more you support for free.

Thanks for this insight, Chris. It reminds me of what someone wisely told me years ago about life … just living everyday life. “Simplify. Just simplify life and things will work out.” I enjoy your writings and continue to learn a lot. Thanks.

You make some great points here, Chris. If you start a conversation with “social-media-speak”, the only thing you'll get is a “deer in the headlights” stare. People are scared of this new media because they don't understand it. Loss of control=Fear.

And, in the end, it comes right back to what we've all been taught years ago about marketing…what's your F.A.B., Features, Advantages, Benefits. When people ask me if Twitter or Facebook are worth the effort, I tell them “I can help you accelerate your business, in a short period of time, without breaking the bank.” Are they interested then? You bet they are!!!

“It’s all about getting your projects in front of the right buyers…” this is the key phrase. Selling Internet marketing services to small business owners should be as simple as Chris portrays it to be, but unfortunately it is not.

The right prospect will digest… “I can get you more exposure and track that to sales”

and will respond by saying “tell me more.”

However, if you don't have options for the prospect, then all that simplifying will not work. Business owners need flexibility.

Benefits and options = sales.

Parham

I think I have done what you wrote above but I don't seem to be bale to get charities to come on board with my new fund raising process. I am not charging anything and I want to help them raise money – hopefully lots of it. Not sure what I am doing wrong but I can't make it any simpler than free fund raising please contact me.

Chris, how about some examples of this brief, small, simple contract?

Suzanne,

I agree, it was so different back when I first discovered Twitter (April 2007).

As you say, there is little empathy for those who just starting now.

Thank you for being the advocate for being realistic, we definitely need that. :)

Webster: Simple ” having only one or a few parts; uncomplicated.” Social media does NOT fall in that category, however we can simplify and take one bite at a time and give out that same one bite to our clients. Thanks Chris for addressing what should be obvious and has gotten lost in the minutiae. K.I.S.S. always!

Thank you for the information your provide.
sesli