Shweiki Media Printing Company is excited to announce that they’ve once again teamed up with Marcus Sheridan, president of The Sales Lion, to present a must-watch webinar on how to use content to sell more efficiently.
70% and Zero Moment of Truth
The zero moment of truth is the first time somebody calls the company, walks into the store, fills out a form on the website, etc. Basically, it is when the customer trusts the business enough to willingly give them their information and make contact. Seventy percent of the buying decision is made before the zero moment of truth, which means that the customer has already made up most of their mind about the product before they even talk to the company. This means that businesses need to use the Internet better to sell their product.
"How many pages of your website would a potential client or customer be willing to read?"
When asked this question, most companies will say, on average, about two to three pages—which typically takes about five minutes. However, what if the question was flipped: "Does doing business with you take five minutes of a customer's precious time?" In this case, a business would respond differently because, of course, a customer spends more than five minutes with them. Businesses have been grossly underestimating the willingness of consumers to consume content and how many pages they are willing to read in order to be comfortable with the buying decision.
Let's take a look at Sheridan’s pool business, for example. In the beginning of 2012, he was looking at two types of people on my website: the people who filled out a form and bought a pool and the people who filled out a form and did not buy a pool. When comparing the two groups, the number 30 popped out for the group who bought a pool. That number represented the total number of pages viewed. This led to the conclusion that if someone read 30 or more pages of the website before the initial sales appointment, they would buy 80% of the time. At the time, the average closing rate of appointments was 20%, so this was a dramatic increase in sales that was being purely driven by content. Trust was being built over the course of these 30 pages through education, and trust leads to sales.
Assignment Selling
Originally, someone would call for a quote on a swimming pool, and Sheridan would go out to their house and give them a quote--nothing more and nothing less. However, after learning how much the power of content has over the consumer before the zero moment of truth, it was evident that assignment selling is a much better option.
Here is an example of a brief spiel one may have with a potential customer:
"Sure, I would love to come to your house and give a quote on a swimming pool for you, but this is a huge decision. You're going to be spending a lot of money, and you don't want to make a mistake. Therefore, to ensure that no mistakes are made, I'm going to make sure you are well educated by sending you a couple of things in an email while we talk right now. The first thing I'm going to send is a link to video that shows the entire process of having a swimming pool installed in your backyard. The next thing will be an attached ebook or guide that addresses all your questions about swimming pools. Now, this ebook is about 30 pages, but I promise it’s worth the time. Please make sure to review these things before our appointment on Friday."
Sales and the Trust-Building Tool
Content, assuming it’s honest and transparent, is the greatest sales and trust-building tool in the world. It's better than any salesperson, because content does not sleep, take breaks, or ask for commission. All content does for a business is work for it. Content needs to be done the right and honest way. If a business discusses about the things that prospects and customers want to talk about, then they can increase salesexponentially.
It’s important for businesses to stop underestimating the willingness of consumers to become more informed, educated and comfortable with the buying decision. One should give consumers the information, use it in the sales process, and put it in the hands of salespeople, because that can change everything.
For more information, please feel free to contact Marcus Sheridan at Marcus1@TheSalesLion.com
Click here to watch the webinar now!
Shweiki Media's mission has always been to help publishers improve by providing the most profitable, hassle-free printing experience possible. This includes guaranteeing the highest quality product, exceptional customer service, world-class communication, an on-time guarantee, and no surprises--whether printing magazines, postcards, flyers or anything else.
As a printer and publisher, Shweiki Media also believes that this hassle-free experience includes making their clients better. Utilizing relationships with industry experts, Shweiki Media strives to educate clients and help them thrive in the exciting world of publishing--while having lots of fun along the way!
For more great info from and about Shweiki Media, please check out our blog at shweiki.com/blog (and sign up for our FREE weekly expert webinars!), and subscribe to our Youtube Channel at youtube.com/shweikimedia. You can also follow us @ShweikiMedia and "like" us at Facebook.com/shweikimedia.
One of the most important skills for any creative entrepreneur and business owner to possess is hte ability to communicate a message through clear and effective copy, while poor copywriting can drive away potential clients, customers and partners ...
Released On: 5/6/2015
Views: 12164
Shweiki Media is pleased to announce that that they will be combining their printing prowess with their love of animals to serve as the print sponsor for Emancipet's Anniversary Luncheon on May 11th. For 16 years Emancipet has been keeping pets h ...
Released On: 5/4/2015
Views: 12181
When conducted correctly, surveys have the ability to effectively generate leads for companies and dramatically increase revenue. Here Shweiki Media Printing Company teams up with expert Matt Coen of Second Street Promotions Lab to present a must ...
Released On: 5/4/2015
Views: 11802
One of the most important skills for any creative entrepreneur and business owner to possess is the ability to communicate their message through clear and effective copy, while poor copywriting has the potential to drive away business and potenti ...
Released On: 4/23/2015
Views: 9591
Timed perfectly with this week's Google algorithm update, Shweiki Media Printing Company teams up with Alicia Lawrence of WebpageFX to present a webinar detailing the ways that one can ensure their website is mobile-friendly--therefore giving the ...
Released On: 4/20/2015
Views: 11609
When it comes to sales, content is key, and in many cases, quality content can even do the work of an actual salesperson, building trust and persuading customers to make purchases. Here Shweiki Media teams up with Marcus Sheridan of The Sales Lio ...
Released On: 4/10/2015
Views: 11403
Writing blogs is an essential aspect of content marketing and building and maintaining an audience, but many people waste time writing posts that never receive many shares or even views. Here Shweiki Media teams up with expert Gina Dietrich of Ar ...
Released On: 4/1/2015
Views: 10252
Gal Shweiki--CEO and Founder of Shweiki Media and President of the San Antonio Polo Club--recently traveled with his team to Lahore, Pakistan to compete in The Seedout Polo Cup, a fundraising match benefiting the non-profit Seedout. The mission o ...
Released On: 3/31/2015
Views: 10572
LinkedIn is a valuable too, and there simple strategies that--when utilized correctly--can lead to millions of dollars in revenue. Here Shweiki Media teams up with social media expert Kevin Knebl to present an essential webinar on strategically a ...
Released On: 3/26/2015
Views: 9930
Study Breaks, a leading college life entertainment company, surveyed over 200 college students, asking questions about their Spring Break planning, spending and booking. Here, Study Breaks presents the results, including how much money students w ...
Released On: 3/13/2015
Views: 12684
Pay-per-click ads, when done correctly, have the ability to be very effective and help companies expand their reach and create more conversions. Here Shweiki partners with experts Alicia Lawrence and Katie Kelly to present a webinar on the absolu ...
Released On: 3/12/2015
Views: 11847
While everyone wants their YouTube videos to get millions of views and go viral, very few people are familiar with the tools and strategies that have the ability to increase the odds of this happening. Here Shweiki Media teams up with SEO expert ...
Released On: 3/11/2015
Views: 10638
Advertising revenue is the lifeblood of magazine publishing, which means it's extremely important for publishers to figure out the most beneficial structure possible for their sales team. Here Shweiki Media teams up with John Lawo, Jr. of Magazin ...
Released On: 2/27/2015
Views: 10021
Twitter is straight-forward but extremely effective social media tool, and since its creation, it has helped both individuals and organizations alike generate millions of dollars. That said, it's important to know how to utilize it effectively, a ...
Released On: 2/19/2015
Views: 9594
Shweiki is excited to announce that they will again be serving as a sponsor of Old Settler's Music Festival by printing all flyers, programs and mailers for the event. Old Settler's is a four-day event, taking place April 16-19 and featuring 30 m ...
Released On: 2/13/2015
Views: 11114
Shweiki Media teams up with Gini Dietrich of Arment Dietrich to present a must-watch five-part video series on how to get blog posts read and shared. Here, in the first part of the series, expert Dietrich discusses how to effectively generate and ...
Released On: 2/13/2015
Views: 11414
Due to their shareability, effectiveness at reaching an audience, and ability to drive traffic, quizzes can serve as promotion and a great way to get advertisers involved. Here Shweiki Media teams up with Matt Coen of Second Street Promotions Lab ...
Released On: 2/6/2015
Views: 9773
Effective content marketing is a key component of success at any company, but in many cases, it's easier said than done. Here Shweiki Media Printing Company teams up with expert Marcus Sheridan of The Sales Lion to present a webinar with five ess ...
Released On: 1/30/2015
Views: 10725