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Diagnose by…becoming a face-to-face salesperson (to learn how to sell the product)
Your website is effectively your 24/7 robot salesperson. And the robot is no smarter than its inventor. If you can’t sell your products in person, you’ll struggle to sell them online.
Method marketing helps, but it allows you to understand only one customer (yourself). The best way to understand many customers well—albeit not quite so deeply—is to sell the product face-to-face.
In 2003 our founders, Ben and Karl, ran a web business called Mobal that provided cell phones to travelers. Mobal had a large Japanese presence, so Nokia asked Mobal to set up and manage Japan’s first bricks-and-mortar Nokia store. We took on the project because we relished the opportunity for our team to spend time selling face-to-face with our visitors.
By opening and running Japan’s first Nokia store, we learned rich insights that helped us to triple the sales of an online phone store.
Once the store was open, we created a spreadsheet for our team to complete. It contained two columns:
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Column 1: Objections. To this column, our team members added all the objections that they heard from visitors. For example, visitors would say, “Instead of buying one of these phones, I will save money by buying a local prepaid SIM card when I arrive in my destination country.”
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Column 2: Counterobjections. To this column, our team members added the responses that they found to be the most effective. For example, in response to the objection above, we would reply: “If you buy a local prepaid SIM card at your destination, you won’t know your phone number until you arrive, so your friends and family won’t know how to contact you.”
The spreadsheet of objections and counterobjections became our knowledge base of tried-and-tested sales copy. We incorporated its content into the website, to great success; we more than doubled the conversion rate and the revenue of the business.
Usually, though, you can’t open a bricks-and-mortar store. The following example is from the other end of the scrappiness spectrum. While developing a new type of SIM card for world phones, we realized that we had spent too much time in our office ivory tower. So we visited a local flea market, where we spent several hours trying to sell the new prototype product face-to-face.
If you don’t have an offline store, create one. Flea markets are an easy way to get in front of users quickly.
At first, we told our stall’s visitors that we were carrying out market research and that we wanted to hear their feedback. This had two problems: (1) people didn’t want to speak about market research, and (2) those who did tended to give responses that were polite and false. Only when we tried to close the sale did we hear their true objections. So from then on, we tried to sell in earnest (even though our prime motive was to gather feedback). If a visitor showed interest, we would take down their name so we could notify them when the product became available.
This activity became a core part of our process for developing new products. Because our product was aimed at travelers, we soon graduated from flea markets to airports, where we would rent space for an exhibition stand.
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