As I arrived I heard Bob saying to Kathy, “If y’all were
doing a preview of coming attractions for folks that hire you, what would your
trailer look like?

Would it be all quick cuts, flash and dance or sober as a
judge ‘fore the sun is over the yard arm?”

Kate said, “I’m so glad you’re finally here Fletch. You can
help me with the mental gymnastics this so-called southern gentleman is proposing.”

“No, No,” I said. I want to hear this answer…maybe more than
he does.”

Rick slid into a chair and said, “What answer? What is the
question?”

Bob said, “Y’all need to think about what our movie preview,
your trailer would look like if you were tryin’ to get someone who might hire
you all fired up about runnin’ with you. What sort of adventure or romance or
dramedy will get that horse into your barn?

Never you mind tha’s not how you get business now. Mah point
is to get you to see yourself from a different direction.

Heah’s the thing. Each of you is brand. Each of you is unique.
Each of you work directly with clients. The question is, what makes you
memorable and interesting and desireable and how can you get that across
rickety tick?

Y’all sit down in a movie house, watch a slew of previews
and make split second decisions about which movies you want to see. It has a
taste of the story and the music and the overall feel of the movie. They cram
bits ‘n pieces in there and make you want more.

 So what if y’all could do that with a prospect?”

I figure you could kick it off with some kinda positioning
statement. Then y’all might want to have some satisfied clients saying what it
was like and maybe some funny stuff and definitely music that would make them
think of you.”

Rick interrupted, “Have to include some credibility stuff and
if you want them to act right away some kind of offer or deal.”

“Kate,” I said, “Do you still think he’s being silly? Seems
to me that he’s found a way to get all of us out of our comfort zones and
figuring out how to pitch prospects faster and kick their emotions into gear to
help make a decision.

The fact is that our society is extremely visually oriented.
Showing people a demonstration is a trick you’ve talked about often enough. And
I still believe sampling can be a secret weapon and this fits into that. Rick
has convinced us that those long form commercials on TV actually make profits
and Chris keeps coming up with on-line stuff that gets closer and closer to
this with his landing page videos .

I think Bob deserves a hand for coming up with a way to look
at this that is familiar but strange.”

What does your trailer look like?

Jerry Fletcher has videos on two web sites that give you an idea of what it is like to work with him: Consulting at www.JerryFletcher.com (3 videos) plus 4 videos on his Speaking web site: www.NetworkingNinja.com 

“Aren’t you glad you’re not in retail? “ Rick said as he
threw his jacket over the back of his chair.

Gail looked over her glasses at him and asked, “What do you
mean?”

“Well,” he said, “Imagine what it is like to have somebody
come into the store and ask about an item. You show it to them and explain the
features and how it compares with some other similar products. You even make
them an offer. But they don’t buy. Then you watch as they get on their smart
phone right outside your store and order it on-line.”

“Hold it!” Chris said.

He’s usually not that forceful so everyone stopped and
turned to him.

He went on, “That does happen but usually the reason is that
the buyer learned something about the product and now is back into a loop to
gather more information. He or she is not buying but getting more info and from
everything I’ve been able to find it is not price information that is the
reason.”

“I agree totally,” Bob, our Brand man drawled, Brand will
get ‘em in the door but they got a passle o’ questions and if y’all tell ‘em too
much they are gonna be snout down in the feedin’ trough looking for another
morsel if you’re not careful.”

Kate snickered and said, “You do have a way with words, Bob.
And you’re right. People have more access to more information today than they
ever have and it makes it tough for sales representatives to get the order
whether it is consumer or business to business. But I can tell you from my
experience that successful salespeople put it to work for them.”

“How so?” I asked.

“Fletch,” she said, “They stay on top of it. They do
searches to find out what happens when someone goes looking for their product
or service using a generic term.”

Chris piped up, “A keyword search?”

“Yes. And they go look at what comes up… both the paid and
unpaid stuff And if they are geographically restricted they check out nearby
competitors But B to B types have it easier. The searches done there are more
specific. They are more about verification of your existence and to get a
glimpse of personality from your website.”

“She’s right,” I said, “but the online character analysis
will also include a look at your social networking presence. They will review
your personal and business pages on Linked In, Facebook and Google Plus. Your
Persona needs to be consistent across those sites and consistent with your
website as well to begin to build enough trust that they will talk to you.”

Bob said, “I could say it’s all about brand but that is
really the sum total of what folks thing feel and believe about you and your
outfit and or offering. I reckon all the folks out there have a take on this.
You should ask them to comment, Fletch.”

You can join the conversation.  

Tell us how the internet has changed
how people buy your product or service and more importantly how you deal with that
change.

Learn more about cross channel marketing at www.JerryFletcher.com

Need a speaker who listens? www.NetworkingNinja.com 

Gail, our resident wordsmith sat down and said, “I read your
Trust and Professional Services Blog and I have a few bones to pick with you,
Fletch.”

Before I could respond, Rob, Mr Branding, slid into an open
chair and chuckled saying, “That’s two of us darlin’. He’s always rockin’ on
the porch afore the money is in the bank.”

I said, “If I knew what that meant, I’d probably be
offended!”

Chris and Kate arrived. He held her chair and then pulled up
another for himself and skooched in between the two ladies.

I held up both hands and said, “Before all of you start to
beat me up, I have to tell you that a pile of research landed in my e-mail this
week that you should all be aware of. It is an original study called How Buyers Buy done by the Hinge
Research Institute. They parsed the data and provided reports for four groups
of professionals:

            Management
Consultants  

            Accounting
and Financial Services

            Architecture/
Engineering/ Construction Services

            Technology
Services

I brought copies. Have a look.”

Each of them took one report and began leafing through them.

I said, “Look at the page about finding alternatives. I can tell
you that all four studies confirm what I’ve been saying for years: Most people
turn to friends or colleagues when they need a professional of any kind.
Depending on the specialty they prefer information from their personal contacts
rather than an online search anywhere from 12 to 1 in one group down to 3 to 1.”

Gail, who had the Technology report grinned at Chris and
said, “Looks like your customers are at about 6 to 1. They trust the internet
more than most folks.”

Chris pointed to a similar page in the Management Consultant
report and said “But people looking for a management consultant are at a 3 to 1
ratio.”

I asked, “which group was at 12 to 1?”

Kate said, “Architecture, Engineering and Contracting.”

Rob piped up, “Skip ahead a few pages where they compare
buyers and sellers viewpoints about the best way to market. Only 4% of
Financial customers think social media is important. It is second from the
bottom of the list.

Pages ruffled and Chris said, “It is rock bottom for
management consultant prospects. And worse still 35% of the consultants think
it is important.”

“I figured you would all find this data interesting. We
could spend a week looking at it and making comparisons. Here are my takeaways:

1. Do not
   assume you know how the customer wants to be marketed to. It varies by the
   type of professional they are seeking.
2. Cost
   is not the most important variable in selection. Expertise and
   specialization is, along with your reputation.
3. Clients
   can be very loyal if you deliver on your promises.
4. If you
   want to sell them more or new products, develop a personal relationship
   and have regular face-to-face meetings.
5. Current
   clients are the best referral sources but you have to ask.”

Rob cleared his throat and said, “Don’t forget Brand. The
way they look at it here is a combination of reputation and visibility. The
better both of yours are, the better off you’re gonna be. Reminds me of my
millionaire cousin Bobbie Jim who says the secret of his success is to stay
righteous, work like hell and advertise!”

Marketing Rain is easier to make when you put the facts in
your corner. Jerry’s approach is research based and innovative. Learn more
about it at www.JerryFletcher.com

Jerry’s singular stories of his experiences in Networking,
Marketing and Customer Relationship Magic have motivated audiences on three
continents. See videos at www.NetworkingNinja.com

I told the group how Bill, a client, asked over lunch if I
recalled the e-mail he had forwarded from someone offering SEO Services. His
questions were, “Was that Spam and should I do some optimization on my website?”

Chris, our young internet guru said, “What did you tell him
and do you need an SEO expert?”

I told him, “It depends and probably.”

Kate, back from her latest sales consulting trip to the bay
area jumped in with both feet. She blurted, “It really depends on what kind of
business he’s in. If he’ a plumber he’ll do better on Angie’s list but if he is
in any kind of professional consulting business he should be thinking about a
long list of more proactive things. For instance:

            A
Newsletter

            Blogging

            Mining
Linked In for connections

            Sending
personalized e-mails or letters to purchased lists

            Maybe using
Facebook…but very carefully

            Considering
Twitter”

I added, “Don’t forget the Trust Building Tools:

            Networking

            Speaking

            Writing

  Teaching

I believe it all comes down to, a simple question: How do
people pick the professional services they use?”

Kate answered, “Some people say it is generational and there
is some evidence of that but I really believe it is a combination of the
person’s age, their familiarity with technology and the services they are
looking for plus the degree of trust required before an agreement is reached.”

“I agree, I said, one of my clients is a management
consultant. She knows that she needs to speak and write to be perceived as an
expert. Her web site and her Linked In profile need to confirm that and provide
testimonials that lead to sufficient trust to get to a face-to-face meeting.”

“Right,” she said, “but a friend of mine who is a Certified
Financial Professional has it a little tougher. He tells me he can’t use
endorsements on his we site or Linked In profile because of an SEC regulation.
He speaks and teaches and writes like the management consultant. His newsletter
is essential to maintaining a relationship with current clients and some
prospects. I told him that a blog and using the new rel=author tag capability
from Google would be helpful. I also suggested that he sign up for the premium
services with Linked In and start really mining that source.”

Chris gave that a thumbs up and put in, “Either of them
might consider some advertising on Linked In because you can target by
profession and geography among several other things. But make sure the profile
and the website are in sync before you run an ad and that you know exactly how
you are going to handle inquiries.”

The check arrived. I agreed to get it if everyone thought
about this question and came back with more ideas when we next met.

Learn more about how professionals can get to Trust to build
their business at www.JerryFletcher.com

Motivate the professionals in your organization
with an appearance by an international professional speaker. See video at www.NetworkingNinja.com

“Internet access,” I said to Gail’s Question.

She had asked, “Why is it that people want marketing and
sales information lightning fast these days?”

Rick and Chris both agreed with me.

“Yes, but what about proven or sure or accurate?” she asked.

That’s when Rob drawled, “Bein’ wrong will get y’all’s brand
bludgeoned.”

“So,” I said, “how do you propose to get around that
problem?”

Gail nodded and waited for Rob to go on.

He continued, “Story. Human bein’s are conditioned to listen
to stories from sumthin’ as simple as Brer Rabbit to the Bard’s dramas. Y’all
tell a good story about what you’re selling and touch the emotions of the
prospect and give them a picture they can put themselves in. Connect with ‘em
and I guarantee that dog will hunt.”

Rick countered, “Long copy. You can give someone the quick
bullet points but in order to get them to sign on the doted line or go to a
cart…to convince them your deal is better to meet their needs you need to use
long copy so you can respond to their desires and interests and objections.”

Chris spoke up, “And if it is on a web site you have to make
it as easy as possible for them to sort it all out and get the information they
want in the form they prefer.”

I jumped in saying, “So that means audio and video or photos
and charts and graphs whatever the prospect wants, right?

But, I think the kind of information they are searching for
makes a difference. Don’t get me wrong. If your end game is to sell something
all your suggestions apply. To convince and persuade you need to use all those
techniques.

The one place I see a difference is in how-to information.
There lightning fast answers are not enough. You might leave out safety
information or not include an accuracy check and put someone in danger.

People do want fast information but the amount and length of
how to videos on You Tube convince me that people want it both ways and will
spend the time to look at both.”

Gail said, “That’s why your Marketing Without Money TM
products have Audios, Videos workbooks and checklists and even wallet sized
reminder cards, isn’t it?”

“Yup”

Trust-based Marketing Consulting that builds business,
careers and lives of joy. www.JerryFletcher.com

Riveting motivational speeches on Networking, Marketing and
Customer Relationship Magic  www.NetworkingNinja.com  

Betty and I conferred for over an hour about what had to
change on her web site.

She was using Weebly, a simple site builder that is wysiwyg
(What You See Is What You Get) and doesn’t require the user to have any
knowledge of html or other code.

The difficulty was caused by the complexity of displaying
all the information necessary and linking to two other services, one for
reservations and purchases and the other for step-by-step information.

Her partner had all sorts of wonderful ideas. And each one
would have swallowed the budget. But then he said something that makes sense:

            “Make sure
it will work on phones and tablets.”

Weebly, like many of the do it yourself web site builders is
optimized for both computer and mobile but simplifying your web site can pay
benefits in the mobile application. Crisp conceptual photos, page identifiers,
column-size Buttons and action generating small space boxes all become even
more powerful than before.

Peg came back from a convention in Las Vegas. She couldn’t wait to tell me about
the research she had heard presented. It seems that there are specific reasons
for the huge market for the larger-screened smart phones. What she told me is:

“Over 50% of large screen smart phone
purchasers have incomes under $20,000/year. They buy because they don’t have a
TV or a computer and don’t take the newspaper. The phone is their connection
to the world. 

More than 35% of the purchasers of
large screen smart phones want the convenience of the larger screen because they
use it more often than their tablet or computer.”

The only way to be sure your site works both ways is to look
at it. If you use GoDaddy you can look at the site both ways before you publish
it.

But if 85% of large screen smart phone buyers are going to
use them as their net connection you need to be sure they can access your
information.

Anyone have data on A/B split tests on what works best on
Smart Phones?

I figure we should all be chasing that or at least trying to
figure out what impact those devices are having on the overall statistics.

Check to be sure those advanced features like video and
audio work on the mobile version of your site as well as they do on the
computer version. I’d say more but I checked and now I have some work to do on
that very opportunity.

Jerry Fletcher is a Marketing Strategist who builds his
business on and off-line by continuous checking and improvement. Learn more at www.JerryFletcher.com

He speaks as the Networking Ninja on three continents. Learn
more (preferably on a computer for the moment) at www.NetworkingNinja.com

“They call themselves designers,” said Jan. “That should be
your first clue.”

“What do you mean?” I asked.

“You know I’ve been looking for someone to put together my
new web site, right?”

“Yeah.”

“So I started interviewing folks to do it and I can’t find
anyone I can believe in to do it right.

Every time I ask them for results they
send me sites to look at instead of information about how what they’ve done for
clients did the things I’m interested in like:

            Building
traffic

            Generating
leads

            Promoting
better click through rates

            Getting
sales

            Automating
my entire follow up system

All they seem to care about is what it looks like not if it
performs!

Stop laughing! … Or you’ll be wearing this coffee.”

“I’m sorry” I gulped through a chortle, “But this is déjà vu
all over again for me.

I started working on web sites so long ago that the
methodology (Frames) is pretty much something only archeologists know about.

The point is that even though the human race is visually
oriented the words still matter. That is particularly true of web sites. You
can lay the failure of most sites on the words not the design. But design is
really important in terms of making sure the words work.

Here are some questions to ask that erstwhile designer to
find the one in a hundred that can really help you:

1. I need
   to get people to give me their e-mail address so I can connect with them.
   What should I do?

The answer
should include clear direction to put a box above the fold on the home
page and as many others as possible to get people to either sign up for a
specific item or for a scheduled item like a newsletter or blog. The requested
information should be as brief as possible (name and e-mail in most cases). The
action request should be the only one on the page and include a button that is
clearly to get the item. 

2. How do
   you know what sort of design will work best for my needs?

This answer can go a lot of
directions. The one you are looking for is that the designer follows the
results of A/B testing and helps clients track actual results. She or he is
less concerned about winning awards than getting results and uses design skills
to assure your goals are met rather than some ethereal design aesthetic. 

3. Will I
   be able to make changes in the site without your help after it is
   finished?

If the answer is no, ask why.  If the site is being developed in a format
which you cannot access you are being hijacked. Hundreds of thousands of people
have WordPress or GoDaddy or Weebly sites and maintain them without assistance.
They don’t always build them by themselves and at times have components that
require professional assistance but basic site maintenance, the ability to
change words and pictures (no navigation or complex code) should be included in
the price to you.

The most important thing is to find someone that understands
that a web site is not a design exercise.

Today, it is your face to the world. It is your corporate
brochure and your first interaction with a prospect. It is the persona that begins
the branding experience. It is not the brand. Your brand is developed within
the minds of all the people out there. It is the sum total of all your
interactions with them, not just your web site.

Make your web site as accessible as possible for your best
potential customers.

Rather than an attempt to impress, design your web site as
an open invitation to get to know you.”

Jerry Fletcher is a Marketing Strategist who understands the
importance of design (He has a degree in design) and has an ongoing interest in
what works. Learn more at www.JerryFletcher.com

Jerry speaks about Networking, Marketing and Contact
Relationship Magic on three continents. See some of his signature stories at www.NetworkingNinja.com

John and I were chatting after a chamber of commerce
networking event.

He finished off a cup of coffee and said, “You were right to
suggest I should call the company from a hotel phone when I was out of town.”

“Really?”

“Yes, I found out how long it takes to get a call back…even
when you are obviously someone with a problem in search of a solution.
Unbelievable!  I was still waiting the
next day when I checked out.

I know you told me that there are ways to interconnect
telephone response with internet interest and track all that activity with hard
metrics. You told me but I was still not completely convinced.

I did what you suggested. I responded to an e-mail that
suggested I might want to re-finance my home. It took me to a page to give them
some information.

Less than a minute after I clicked Talk to an agent my phone
rang!

Less than a minute! I was astonished.

And then I went to your friend Chris’s web site. Instead of
filling out his online forms I called the telephone number. He answered the
phone!”

“Okay, John,” I asked, “What did you learn after all this
personal research?”

“That quote you sent me was dead on.

            People
communicate and learn in two worlds:

            The
digital world and the face to face world.

                              Nancy Harkrider, Managing Partner KDi Americas

 I was especially reminded of your comment that business
must operate in both and find ways to connect them seamlessly with panache.”

“John,” I said, “Do you think the speed of the response had
something to do with your reaction?”

“Yes,” he said as he pulled his car keys from his pocket.
“That surprised me but later in the day I got a call from another mortgage
operation. They were just as courteous but I felt they were not as interested
in me. I know it’s silly but that’s the way it felt.”

We pushed through the double doors to the parking lot and
stopped at the bottom of the steps.

“John,” I said, “That is what brand is all about. You can
have the most expensive logotype in the world. You can advertise until the bell cow brings ‘em home but all that time and money means nothing when the customer
wants to move from the digital world to the face to face world.

You have to be ready to talk when they want to. Waiting is
not something real prospects do well. Marketing is about making sure that the
experience of moving from prospect to customer is seamless and astonishing if
you can bring it off.”

Jerry Fletcher is a marketing consultant that understands
the power of panache in businesses of all sizes. Learn more at www.JerryFletcher.com

The stories in Jerry’s dialogue blog are conflations of
actual meetings and conversations but all, like the signature stories in his
professional speaking engagements have lessons you can put to work today. Find
out how to bring hm in to your organization www.NeworkingNInja.com

“Online readers like numbers because they believe the numbers
represent facts,” Rick said.

“And facts will get you to Trust,” I responded.

We were sitting on the deck. I was stirring lemon into an iced tea.

Rick took a sip of his Pale Ale and went on, “But it depends
on how you use ‘em. Here’s five ways I think are really important:

1. They
   help you be specific. Saying you have 3 models from 7 different brands
   says you have selection better than saying you have ‘superb selection’.
   More Trust. Less confusion.

2. They
   are quick. I just flat get ‘em without having to think about it. If I use
   the numbers In 2 for 1 versus the words, Two for One it is much easier to
   see and comprehend. Trust without a long commitment.

3. They
   are easy to test. Changing from a word to a number in a headline or
   subject line or a teaser on an envelope can be done quickly and easily and
   you won’t believe the lift sometimes. And price testing. It is so easy on
   line. And you can Trust the answers you get.

4. They
   can enhance credibility of the benefits you cite. Say you make a robot with a placement
   accuracy of 2 nanometers and a .002/second cycle rate. You and I ay not
   completely understand those number but the engineers that need the machine
   will want to know more. They will trust you to supply the data they need.

5. They
   adjust to demographics. I pricing in particular you can skew how a product
   is perceived. Look at the difference in a price of $10 versus one of
   $10.00 where the cents are included. The higher the price, the more the
   high-end buyer wants to see the cents as well as the dollars. They
   Trust you more if you give them information in the form they prefer.

People believe you can’t shade meanings with numbers so they
trust them more than words. You can take that to the bank.”

Jerry Fletcher has built a consulting practice on
Trust-based Marketing. Get more information a www.JerryFletcher.com

Jerry’s keynote The Trust Goldmine is noted on is
speaking web site. www.NetworkingNinja.com

“Our clients forget too quickly that they can’t do it
alone,” I said as Gail and Rick pulled up chairs.

“Do what?” asked Rick.

“Get to Trust,” I responded. “Just like It takes two to
Tango or Salsa or whatever dance the stars are doing it takes two to get to
Trust.”

Gail coaxed, “And this is important because….”

I’ve said it before, “Who you know is important and what you
know makes a difference but the single most important thing to be successful in
business is who trusts you.”

“So what you’re saying is that to sell anything you have to
get to trust, and if you don’t, you won’t,” said Rick.

“Right, “I replied. I’m a little frustrated by a business to
business client that is bouncing all over the place, full of piling up lists of
features and benefits and unwilling to let me talk to some prospects to
understand their wants and needs and desires or let me get a handle on their
objections.”

“Is he afraid they might not like his product or service?”
asked Gail.

Rick suggested, “He could be so in love with this thing he’s
developed that he can’t see the forest for the trees. I’ve seen that happen so
many times in high tech that I expect it now.”

“So,” I said, “How do you get around a lack of Trust between one of your companies and their customers?”

“Some times you have to do it the hard way,” Gail said.
“I’ve warned clients that the path they are following will not, in my opinion,
work and that they should change but if they are hard over on doing it I will
give them the best copy I can based on that direction. Sometimes it gets them
to change but very infrequently.”

“I tried that,” Rick agreed. But I try to make it the last
resort because it can get very expensive in Direct Marketing. One thing I’ve
found is that I can push them pretty hard in list selection. Because of the
expansion of selects we can go deeper into prospects habits and media usage and
a host of other factors. What I find is that they really don’t know their
prospects all that well so we push them into doing some simple testing that
reveals where the best product fit is.

“Brilliant,” Gail burst out, “That is sort of what I did
once. I got them to have the prospect respond by phone and had the client and I
actually take some of the calls. Talk about change an opinion in a heartbeat!”

“So what you’re saying is the first step is to get the
client into a conversation with the prospect or customer so they are talking
with the customer rather than at them.

They agreed,  saying
it was only the first step but perhaps the most important.

What would you suggest?

Trust-based Marketing is essential in today’s world. See how
it can be applied for you at www.JerryFletdher.com

Jerry’s international keynote about the Trust Goldmine and
other speech topics can be found at www.NetworkingNinja.com