Before we get into the advanced marketing lesson of the day, I’m proud to be on Oprah Radio for the Lisa Oz show this Wednesday at 12 noon ET on XM 111 or Sirius 204.
Lisa is an absolutely fantastic host. She brought out my best and it was an honor to be with her.
Please send Lisa and Oprah Radio a huge thanks for having me on by clicking here.
Now onto today’s Q&A video. . .
Whether you realize it or not, your customers do not make decisions alone.
There are many people around your customer who influence what she thinks, feels and most importantly, whether or not she buys your products or services.
In today’s video, I’ll show you why it’s vital to know the “key influencer” in your customer’s life and how to make sure your marketing includes this very important person.
You’ll also see exactly how we’re putting this strategy to use in our own business right now.
This one idea can add thousands (or hundreds of thousands of dollars – depending on your scale) to your bottom line. More importantly, it will help you take better care of your customers.
Listen to this Episode on the Marie Forleo Podcast
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View Transcript
Hi it's Marie and it's Q&A Tuesday. Alrighty, so today's question comes from Aneki in the Netherlands and Aneki writes, “Hi Marie! My customers are people working in social enterprises who assist people on welfare. Before my customers can sign up for one of our trainings, they always have to convince their manager. How can I help my customers to make this easy for them?”
You know Aneki, this is a fantastic question and I will tell you why I know. Why? Because we're gonna talk about advanced ninja marketing. The reason this question is so awesome is because it's highlighting an issue that most business owners and marketers never consider and that is who is the key influencer of your customer. Your customer has many people around them who are influencing their decision. So in this case, the key influencer is your customers' manager.
It's not enough to just address your customers' concerns. You need to go even further and you need to walk in the shoes of your key influencer. Your advanced marketing mission should you choose to accept it, get inside the mind of the key influencer and uncover all of the hidden objections that concern everything that could be holding the influencer back from helping your customer and make the decision. I know this might be a little convoluted and hard to understand, so let's look at an example from my business.
So right now, we're promoting my annual conference, Rich, Happy and Hot Live in New York City. October 21st to the 23rd. Now our target market is women entrepreneurs. Women entrepreneurs who run online businesses. Now, these women typically have significant others. Maybe they got a husband, maybe they've got a girlfriend or a boyfriend, or some person in their life who helps them make decisions whenever they're spending time or money. What we did was we thought, huh well if somebody's husband or the boyfriend or girlfriend is concerned about them coming all the way to New York City, spending $1500 on a ticket spending a few days away from home, we know they might have some concerns that maybe the girl needs to handle.
So we created this awesome little PDF guide called the Convince Your Partner Guide, and in fact, we’ll give you a link to it right below this video. Essentially, what I did was I sat down and I asked myself. You know when I would go to a conference, I talked to Josh about it if I'm gonna drop a couple thousand dollars, or I'm gonna go anywhere for a few days, I talked to Josh.
He usually has some concerns, so we sat down and we drummed up all the concerns that Josh usually has and we thought about our key influencer for our target market, our ladies, and we said what are the concerns that any significant other has? Made a whole list and we addressed every single one of them. Like I saidm you can check out an example in the link below this video.
Okay, it is action Jackson time, baby. Step number one you want to identify all of the key influencers around your customer. So drum up as many people as you can and then we're gonna drill it down to the one key influencer who's really helping your customer make the decision.
Step number two make a list of all the objections and concerns that the key influencer could have about your customer buying your product or service. Lists everything you can think of. And step number three you need to tackle those objections head-on. Never back away from any concern or any objection. You want to really address it as best as you can. Bonus points if you can also communicate how the key influencer is going to benefit from the customer buying your product or service.
So here's what I mean. With Rich, Happy and Hot Live, I send my ladies home in great shape. So not only are they making more money in their business, they're a lot happier. But oftentimes they're having a lot more sex with their key influencer. I personally guarantee it.
Sex is not actually guaranteed.
Aneki that was the A to your Q, hope you enjoy it and thank you soo much for watching. If you like this video, please like it, comment, share with your friends. If you're not yet on the newsletter list, come on over to marieforleo.com. Jump on it and I will catch you next time.
Hey, RHH Live is coming up. Are you coming? Go to RHlive.com for detail.
You really piqued me there. I really got piqued.
Thanks, Jams.
Click here to check out the “Convince Your Partner” guide, referenced in the video.
It’s important to note…
While I only address one aspect of knowing the “key influencer” in the A to this Q, there are dozens of creative ways that this concept can help you create better marketing, and frankly, better products and services.
In the comments below, tell me who your customer’s “key influencer” is and how you plan to implement this strategy in your business now.
Bonus points if you share even more ways that knowing the “key influencer” can help any business owner create more powerful marketing, products and services!
xox
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