In today’s fast paced world of online marketing and social media, businesses often get frustrated with what tools to use.

I often hear questions like this.

Is Facebook or Twitter the best way to reach our fan base?

Should we ramp up or email marketing?

What is Google+?  Should we use it?

These are important questions, but what often gets missed in this conversation is the emphasis on connections.

Tools such as Facebook, Twitter, Pinterest, Google+, email marketing, etc. are all great tools and must be utilized effectively.  That being said, they are just tools used to make more connections and build deeper relationships.

Tools will come and go.  Connections last forever. 

I talk to many business owners who are frustrated because online marketing tools can seem overwhelming.  Many times, they either give up or never start.

This is often because they want to see instant results with digital marketing.  They want more likes, more followers, and email opens.

Those things are important, but take a step back for a moment.  Why are you involved in online marketing in the first place?  What is it you want to accomplish?

For almost any business, the answer is more customers.   Does it matter if you 10 or 1,000 Facebook fan likes if it doesn’t bring more revenue to your business?  Probably not.

Customers come from relationships and connections.  That is the power of digital marketing.  It is another avenue beyond handshakes and phone calls to connect with those that can or do bring in revenue.

Stop worrying about numbers and just connect.

 A large Facebook fan following or huge Twitter numbers are helpful, but low numbers doesn’t mean you aren’t making an impact.

I would rather have 10 engaged fans on Facebook than 100 fans that don’t care what I post.  The same is true for any digital marketing platform.

How Does My Business Start Connecting?

This first thing a business must determine is to find out where the prospects and customers are in the digital world.

What do they like?  Where do they hang out?  Find common themes.

Why put all your time and energy into a particular digital marketing strategy if no one who may buy your product is there?

Is there a Facebook group, Google community, or LinkedIn group where you can provide value to those who may need your product or service?

If you are creating blog content (which you should be) what do your prospects and customers want?  How can you help them?

Become a resource.  Constantly bring value.  Don’t sell on social media.  Connect on social media.  Sales will come when then know, like, and trust you first.

The Time is Now.

 There has never been a better time for a business to start making online connections.  Many of our current and future customers are attached to computers, tablets, and smartphones 24/7.

Communities used to be based on geography.  Now they are about common culture and common interests.

Start connecting.

People need your products and services.  You can help them.

You just need to make the connection.

Do you sell product or service features or the benefits those features provide?

Most businesses focus on features, specifications, information, and price.  They solve their customer’s intellectual problems.

Customers want benefits.  They want you to solve their problems at an emotional level.

Let me explain. 

I am a sucker for new gadgets.  I have bought laptops, tablets, phones, etc. in prior years.  One of my favorite new devices is the Kindle Paperwhite.

I love to read.  I can’t seem to consume enough books.   I already had a basic Kindle, but had my eyes on the Paperwhite for a quite a while.

Why would I need another Kindle when I already had one?  I could read on my phone, computer, tablet, or maybe actually get a book from the library.

Was it the awesome features that drew my attention?  The Paperwhite had many great features including a touch screen, improved pixel density, sharing options, and a built-in light.  Those features are all great and useful, but that’s not why I bought it.

I wanted a Kindle Paperwhite because of the benefits that it would provide. Do you want to know the #1 reason I wanted a Kindle Paperwhite?

Convenience.

I could sit in my chair or lie in my bed and hold a book and turn pages with one hand. I could read in direct sunlight or complete darkness.  If one of my kids is on my lap, no problem.  If my wife is sleeping, no problem.  If I wanted a new book immediately, no problem.  I could also transfer my previous Kindle books to this new device.

The features are amazing and I am sure someone could sell me on how the technology works, but I really don’t care.  I just want to read everywhere and conveniently as possible.

That was my benefit.  Convenience.   That’s why I bought it.

This is not an ad for the Amazon Kindle even though you can tell I am big fan.  I just want to demonstrate the power of benefits over features.

Features provide benefits, but they don’t sell products or services. 

 Do you care about the specific ingredients at your favorite restaurant or do you want to enjoy great food and fellowship at a nice atmosphere? 

 Do you care about where your accountant went to college or that he/she provides trust and complete peace of mind?

Do you care where your florist purchased the flowers or about how they make your significant other feel? 

Don’t get me wrong, features are important, but features help us intellectually justify a buying decision.  Features don’t cause us to make a buying decision.  The benefits of those features are what prospects and customers desire. 

What does your business sell?  Features or benefits?

Think beyond product or service specifications, business location, years of experience, and level of service.

Think emotionally.

What does your business do for your customer?

What problems are you solving?

How are you making their lives easier? 

Benefits create satisfaction, loyalty, and happiness.  Isn’t that what we all want for our customers?

What benefits do you sell?  Tell me about it.

As the father of four small kids, I get asked a multitude of questions everyday.

“Who is that?” “Why are we going here?”  “Why are you doing that.”  “How do you do that?”

After spending a couple of hours at a local restaurant recently I realized I am not alone.  I was sitting at a table next to a family with two young children and the parents were bombarded with questions.  Within 10 minutes, these kids asked their parents, “Why do you like this sandwich?” Why is that guy washing the windows?” What’s your favorite?” “Is it good?”

The kids kept asking and the parents kept answering.  I am not telling you to overwhelm you prospects and clients with mindless drivel, but most of us are lousy at asking questions.

Be a Kid Again.

As sales professionals and small business owners we know that asking questions is key to learning more about our current and future customers.

So why is that salespeople always seem to talk more than listen?

Why do salespeople ask one or two questions and then start blabbing?

Because salespeople feel that talking demonstrates power and makes them look smarter.  Talking allows those in sales to describe how their products and services will change the prospect’s world.

Let me ask you some important questions.

How do you know your prospect needs your products or services at all?

How do you know what specific type of products or services they actually need?

How do know the RIGHT solutions to their problems?

The answer?…….You don’t unless you ask as many questions as a small kid.

Ask the Right Type of Questions

The questions don’t have to be at a 5-year-old level.  That’s not the point.  You just have to ask multiple questions to get beyond topical conversation.

Ask questions to make your prospects reflect, think, and provide detail.  

What are their dreams and goals?

How did they get they get started in business?

What do they love most about their business?

What have been their biggest struggles?

What have been some of the largest changes in their industry the past few years?

What changes are they expecting in the future?

These are just a few questions that would apply to almost any industry.  You get to find out much more than just information about products and/or services you sell.  You get a peek into their dreams, passions, and frustrations.

These types of questions allow you to get to know your prospects better, start meaningful relationships, and actually start to develop solutions that will appeal to emotional needs.

Remember, prospects buy on emotion not intellect.

You will need to ask questions that address intellectual needs, but without appealing to their emotion, you will never develop meaningful relationships.

Questions are the key

Ask questions.

Ask multiple questions

Ask meaningful questions.

Discover your prospects needs, wants, and desires.

Ask and listen

Ask and listen

Ask and listen

Now you are ready to solve real issues.  You will not longer be just a salesperson.  You will become a resource and a solution provider.

That’s how you become a trusted advisor.

What are some of your favorite questions to ask?

If you are in sales or run a small business, you should always be looking for tools to make you more productive.   This is especially true in the world of insurance sales.

I love finding the newest apps to make my life easier, increase my knowledge, and to help me become more productive. I wrote about three of my favorite apps for collecting and sharing content recently, but what about apps that help you listen to great content?

There are many solid options, but as far as listening to news, podcasts, and other enlightening information, I go to one source: Stitcher Radio.

Stitcher Radio is like brain candy. It’s the utopia of audible content all at your fingertips.

The best part of Stitcher Radio is that you can listen from anywhere. I mainly listen to Stitcher on my iPhone, but it’s also available on iPad, Android, and desktop.

You select your preferred topics, current news, or favorite shows and Stitcher does the rest.

There are a number of awesome features on Stitcher, but here are a few of my favorites.

1. Favorites menu. I have about 14 podcasts that I listen to regularly whether I am at home, at work, on the road, or maybe even in the shower (don’t judge).   One of the best features is that my favorite shows are always updated and ready to go automatically.  You can check out some of my favorite shows with the image on the right.
2. You can download the shows to you phone. With just a simple update all of your shows can play without streaming. If you are worried about using too much data or don’t get great service from certain locations, this option is awesome. When you are done, poof, you can clear all downloads.
3. Smart stations. Once you start listening to your favorites, Stitcher will start recommending other shows and information that may be of interest to you. Let’s face it, there is a huge amount of listening content available. Finding what you like can waste valuable time. Smart station helps you get to the stuff you like.
4. Resumes episodes across devices and platforms. This is so cool and convenient. I can be listening to a show on the phone in my car, resume it at the office on my desktop, and then finish it on my iPad in bed at night. All without missing a beat. Like most busy professional people, I don’t usually have time to listen to a full 30-60 minute show at one time so this feature has been extremely useful.

These are the just a few of the cool features I love about Stitcher. The best feature though is that it provides a one-stop shop for all content across multiple platform and devices.

If you are looking to catch up on the latest news, learn from engaging content to help grow your business, or just need a chuckle, check out Stitcher today.

No, Stitcher Radio didn’t pay me to write this, but they are welcome to contact me and I accept cash!

How you do consume audible content? What are some of your favorite apps? What shows do you love on Stitcher? Please share.

If you said zero you are either a liar or you have never committed to anything.

If you commit to a goal there are typically two options.

1. Success
   
2. Failure
   

You generally either reach your goal or fall short. Right?

Let’s face it, we will all fall short of some goals throughout life.

It could be a weight loss goal, a sales goal, or trying to break a bad habit.

The magic is in the recommitment

I believe there are more options than just success or failure when trying to accomplish a goal.

I think often times it looks more like this.

1. Success
2. Failure

*RECOMMIT

1. Success
2. Failure

*RECOMMIT

1. Success
2. Failure

*RECOMMIT

……..repeat until goal achieved.

Anyone can commit to a goal. Some will succeed and some will fail. However, it takes true perseverance, grit, and desire to fall short and then recommit and try again.

We often put off recommitting to a goal for a long period of time or maybe even forever after we fail.

Why?

…..Because failure hurts.

…..Because failure looks back at us in the mirror

……Because trying again means that we might fail again.

That’s where most people stop. They commit, they stumble, they quit. Game over.

As I wrote in a previous blog post, it’s the journey not the destination where we can achieve the most success.

Failure is the Best Learning Tool Ever Invented.

I have been insurance sales for 13 years. I definitely have had my share of success and failure. While I much prefer to learn from success, I can say the pain of failure has been a huge learning tool.

I can think of numerous examples where I have failed in my business and personal life.

In the past year, I placed a “former” client with an insurance program that was 100% the wrong fit. It wasn’t intentional, in fact, at the time I thought I was a hero, but after numerous complaints and months of frustration, my client left me. No, it was not 100% my fault, but the bottom line is that I failed and my customer fired me. Believe me when I say, “That hurts.”

I certainly would not repeat this process if I had to do it over again. I felt terrible for my “former” client and lost credibility. All that being true, the lessons I have learned are priceless. I have dissected what went wrong, what could have been improved, and how I could have handled the situation differently.

As John Maxwell says, learn to “fail forward.”

It’s easier to just blow by failure. Walk past it, ignore it, or pretend it doesn’t exist.

After a setback, you can throw your hands up in the air and say “oh well,” or you can face the pain, recommit and push forward.

One may be easier, but the other option is worth it the long run.

Don’t give up to soon. A setback is only temporary.

Don’t quit, recommit.

What’s your recommit story?  I would love to hear it.

Here’s the reality.

Most prospects and customers could care less.

Prospects and customers don’t care nearly as much about your facts and figures as they do why you do what you do. They want to know your passionate. They want to see your heart.

Why do you wake up every morning and go to work?

Why do you believe in your products or service?

Why do want to help them?

They want to see your heart more than you brain.

Facts, figures, graphs, charts, etc. make us look smart. They are filled with good information. They may create some intellectual conversation with our prospects and customers.

What about emotional stimulation?

As Jeffrey Gitomer states, “People buy emotionally and justify intellectually.” We need both, but emotion moves a product or service, not intellect.

Our prospects and clients expect us to be knowledgeable. That’s a given. If you sell insurance, you better understand insurance.

What motivates buyers is the passion that goes behind it.

….The cause

….The mission

….The why

Think about something you purchased recently. I don’t care if it was new house or a stick of gum.

Why did you buy it? It was emotion.

Yes, you may have calculated the important intellectual details, but at the end of the day, something emotional triggered the actual purchase.

Ask any realtor. You could explain all the impressive details about a home. The square feet, the upgrades, great neighborhood, etc., but until the buyer can emotionally picture themselves in the home, they probably won’t buy.

What about a pack of gum? Do you buy gum because of the $0.10 price difference, the brand, and the ingredients? Maybe for some, but most people just want something good to chew on that freshens their breath.

The point is that we all buy emotionally, yet most salespeople sell intellectually.

I know in my insurance business, I have spent time telling a prospect how long my agency has been in business, why a certain program or product is good for them, and why I am so smart.

Guess what, I have realized that they really don’t care about that. Again, they expect that.

What they want is to feel good emotionally about what they will be buying.

When I recently asked my customers why they do business with me do you want to know the most common answer?

……Lowest price (some people mentioned it)

……Best products (it helped)

…..Amazing service (getting warmer)

The number one reason customers do business with me is that they like me and my staff. We have a good relationship. They believed we cared about them. They like and trust us.

Do you think like and trust are intellectual or emotional? Hmmm

Of course they care about quality products and service, but at the core, that’s not why most people buy.

People have and will always buy with their heart before their head.

So use your head and sell with your heart.

Imagine this scene. You are on a first date. You have some dinner and shallow conversation. Things are going ok, but there is no type of connection at this point. Even though the timing is not right, you reach over to land a big smooch. Can you say awkward?

Of course this seems silly. Yet, I still see sales professionals and business owners giving their prospects smooches before they even know who they are or what they want.

I have never sold a policy on social media or on my blog. Not one policy.

Yet, I still spend time writing content, sharing information, and participating in conversations. Why?

I don’t kiss on the first date.

At least I don’t anymoreJ Maybe that’s your style, but it’s not mine.

Just like dating, sales is about building relationships, trust, credibility, etc.

You already knew that.

So why do I see other sales professionals and businesses trying to sell a product on Facebook, Twitter, LinkedIn, etc.? Why are they trying to kiss on the first date?

Probably because they don’t know any better. We have all been taught to sell our product and service to anyone who will listen.

Before the advent of social media, sales were done through interruption marketing. We made cold calls, blared ads on the radio, maybe even knocked on some doors. We wanted any potential customer to hear our message loud and clear. We didn’t care if our prospects were eating dinner with the family, in the middle of a project, or were just trying to relax. Our message was going to break through and be heard.

Then social media came along. Now we could blast our message to even more people with one single post, tweet, or update. We could just take the previous tactics of interruption marketing and use a new shiny medium. Instead of interrupting just one person at a time, we could interrupt hundreds, maybe even thousands.

….There is one major problem though.

The prospects in this new generation on social media don’t want to be interrupted. No, in fact, they loathe being interrupted.

They not only will tune you out if you shout sales messages, but they will unfollow, unsubscribe, and disconnect.

So why do I still see tweets, posts, and calls to action like, “looking for the lowest auto rates, click here,” or “best prices in town?” Because not only has the medium changed, but the buying audience has as well.

Ryan Hanley wrote an amazing post about the difference between the connected generation and the unconnected generation. This is not right vs. wrong nor good vs. bad. It’s just connected vs. unconnected. As Ryan states, the connected generation doesn’t want to be interrupted by sales messages or gimmicks. They want trust and value. They want to know, like, and trust you before they would even consider buying from you.

That’s why I don’t kiss on the first date. I probably won’t kiss on the second or third date either. Unless my prospect really liked the first date!

What now?

You may be thinking, that’s great Brent, but doesn’t something have to be sold to stay in business?

Of course it does , but with social media that doesn’t mean today.

If you are trying to connect with an audience via social media I have two words of advice……..SLOW DOWN.

Take your time. Get to know them and let them get to know you. Let the relationship play out naturally and stop being so pushy.

Think about your best relationships. Did you become best friends overnight? Unless, you were at summer camp together probably not. You earned likability, trust, and credibility over time.

Just because we now have the ability to connect in a nanosecond doesn’t mean we have earned any right to a prospect’s trust or money.

If You Don’t Sell on Social Media, What’s the Point?

Social media is not about selling. That’s why I have never sold a policy on my social media or blog.

What I have done is provide an introduction. I have shared small bite sized pieces of who I am and what value I can provide. I have slowly developed strong relationships. I have built trust and value.

That’s the point.

Just like a first phone call or meeting with a client isn’t where a sale is made, the same is true with social media.

Can social media eventually lead to high quality long-term relationships and increased sales? Absolutely!

Just don’t kiss on the first date.

Have you ever given a smooch before you should have?

Most sales people have heard of a marketing or sales funnel. It typically looks like this.

This type of funnel has been around for a long time and makes sense.

1. The salesperson looks for prospects or as this funnel suggests, hot leads!
2. Those leads are then qualified to determine what prospects are genuine opportunities.
3. The qualified prospects are then provided a proposal or quote.
4. The proposal or quote is accepted and they become a brand spanking new customer.

Although, I think there is a much better marketing process (I will get to that in a minute), I think many sales professionals and small businesses don’t even get this right.

I know I didn’t.

Though my own personal experience and in speaking with other businesses, I have seen a different marketing funnel often used. Instead a traditional funnel, it is an inverted marketing funnel. This inverted marketing funnel is where many sales professionals and businesses get into long-term trouble. Let me explain.

What is an inverted marketing funnel?

Basically, it is a backward way of getting new clients and then having a mess on your hands down the road. Here’s why.

Many sales professionals and small businesses don’t have a systemized marketing plan. It’s more of throw things against the wall and hope they stick. Often times for a new producer or business, any client appears to be a good client. It’s about survival and it is certainly understandable. Again, I have been there, done that.

The good news if you throw enough things against the wall, eventually a few things will stick. Even without any marketing plan, if you are passionate about your product or service and are hustling, you will obtain some new customers. Over a period of time using this method, you customer base will grow, but instead of thinking of the bottom of the funnel as sales and customers, picture a swarm of bees. Ok, that may be harsh, but I hope you get my point.

The problem is that over time you will soon realize that these customers you acquired without a systemized marketing plan may not be the “right” customers. My philosophy used to be, if the person is breathing, they are a good prospect.

After 13 years of selling, I now realize that not only do the wrong customers make life difficult, but they make it twice as hard to find the best customers.

• The wrong customer takes time, energy, and can suck the passion away from you. They take time away from your best customers.
• The wrong customer doesn’t allow you to serve them in the best capacity. Instead of being a raving fan, they may become a pesky mosquito (I must have a thing with insects today).

Instead of being a value provider, you become a fire fighter.

In sales and marketing a short-term philosophy will generate short-term success. You must thing big picture. How do you see your business growing and evolving? Who can you serve the best?

What’s the best approach?

The model that I believe makes the most sense, AND ACTUALLY WORKS is the marketing hourglass developed by marketing expert John Jantsch. John discusses this model in length in his book, “Duct Tape Marketing.”

In some ways, this model is a combination of the two funnels previously mentioned. The difference is that there is a systemized strategy behind it.

In the marketing hourglass, you attract the type of customer that best fits your passion, knowledge, and culture. The prospect gets to know, like, and trust you. The prospect then gets to “try” your product or service before they commit to buying anything. Once a prospect becomes a customer, you know have a process to serve them, wow them, and get high quality referrals.

After taking part in the Duct Tape Marketing Catalyst Program, I firmly believe in this system and the results it can provide.

The Bottom Line

Every business and sales professional needs a marketing system. Not only to increase profits, but to also attract the right customers, attain quality referrals, and make your business more enjoyable.

Do use a marketing system? What has worked for you? I would love hear your thoughts.

If you are a rock & roll fan, this blog post title may remind you of the Aerosmith song, “Amazing.”

I loved that song when it came out and it’s still one of my favorites, but it wasn’t until recently I really started thinking about the lyrics, “life’s a journey, not a destination.”

I was recently listening to a podcast from Michael Hyatt and he discussed a similar theme stating, “It’s not what you accomplish, it’s what you become.”

The bottom line is that our lives are always heading somewhere. All of us have goals, dreams, and aspirations of what we want to become.

Goals such as a promotion at work, buying our dream house, or losing a certain amount of weight may be in our plans.

We all want to achieve our goals and I hope you achieve yours, but what happens when you finally hit that goal? Do you just stop? Is there a letdown?

Human nature causes us to take a breath, relax, and get comfortable when we reach goals. I know this happens in my life.

Let me give you an example. In my daily life of insurance sales, I have goals and sales numbers I aspire to reach. After hitting my goal or closing a large new account, my brain tells me I deserve a pat on the back. I feel like my hard work has paid off so it’s time to relax, kick my feet up, and enjoy the fruits of my labor. That may be partially true. I think we all deserve some down time after hitting our objective, but I feel that allows us to miss the bigger picture.

It’s Not What You Accomplish, It’s What You Become

This is where the quote from Michael Hyatt really comes into play. After I make a nice sale, I will feel some instant gratification. Money, fulfillment, and recognition may all accompany hitting goals. Those are great, but that should only be small part. Those are only short-term rewards.

We must appreciate the long-term benefits of hitting goals much more than the immediate gratification.

What did you learn along the way when accomplishing your goal? Did you pick-up valuable lessons from mistakes or setbacks? Did study some of your strengths and weaknesses? Did you better understand how to overcome adversity? Did you develop disciplines that you can use utilize for the rest of your life?

The reality is that the list of lessons we learn while achieving our goals could be endless.

In my sales example, I may have received a nice commission and a pat on the back from my boss, but there are other far more important achievements. Maybe I learned some new marketing techniques or how to better relate to a certain personality. I could have learned some technical skills or enhanced productivity training. All of these items possess much more power than a single sales goal.

Enjoy the Journey

Don’t let your goals be the end of the line. Focus on what these goals teach you so you can keeping taking steps to improve.

When you reach you destination, take time to enjoy the fruit of your labor, but more importantly make sure you diagnose your achievement so you can understand what helped you get there.

Use the lessons learned to attack you next goal. Share what you have learned with others.

We never “completely” cross the finish line until our time on earth is through. Use each day as another learning experience and enjoy the journey.

Do you relax after achieving a goal? What’s your secret to staying motivated?

There it is. Two words and they worked for me.

I know there are business owners and insurance professionals who want to start a blog. They know it’s a good idea. They know it will help them build credibility, provide value, and help their business. So why don’t many ever take the blogging plunge?

They don’t know how to start.

I am currently reading Jon Acuff’s book aptly named, “Start” (review coming soon). As Jon states, sometimes we get so hung up on the finish line and want everything to be perfect, that we never start. I know this is what holds many people back when considering starting a blog.

Here’s a little secret. Blogs don’t have to be perfect to be valuable. Especially when you are just getting started.

Another secret. Not many people will read your blog when you start and that’s a good thing.

You need time to learn how to put your thoughts on paper or video. You need time to learn how to find your voice. You need time to learn how to write. Most importantly, you need time to get simply figure out what in the heck this blogging thing is all about.

That’s ok. Blogging is a marathon not a sprint.

I have had this blog for 2 years and I am still feel like an infant to blogging. I have come a long way, but know I still have a long way to go.  I am ok with that.  The only way to fail is to quit.

Even with some bad posts, grammar errors, and inconsistency  I have created amazing relationships with readers, business owners, and other insurance professionals. You can do the same.

So Where Should a New Blogger Even Begin?

I will not pretend to be an expert on setting up a blog, but let me give you some great resources.

1. Go to www.michaelhyatt.com. This guy knows how to build a Platform and has tremendous resources for new bloggers. He even has a quick video that helps you set up your first self-hosted WordPress blog in 20 minutes.
2. Stanford Smith @ www.pushingsocial.com. This guy knows blogging and is a great resource.
3. Want to go a little deeper and learn more? Check out some of my favorite blogs (many are insurance peeps), but they are all great resources.  www.ryanhanley.com This guy knows content.  www.insurancegoddess.com She will make you think twice if you believe an insurance agent can’t create a brand.                                                   www.thesaleslion.com If you think blogging and content marketing are gimmicks, Marcus Sheridan has a slightly different story and he can back it up with facts.

Here is the most important resource I can suggest for you.  Fingers and a computer.

Write about anything you feel called to write about, but just write. People get so stuck on the right blogging platform or theme that they often forget the most important thing, which is actual content.

If you are a business professional and you are not sure what to write about let me provide one more tip to get you thinking. List your top ten questions that your customers ask you. We all have customers and they all ask questions. What do they want to know? Answer them in a blog post. You could probably go all the way to 100, but start with ten.

Help them! Provide them value. No more excuses.

Just start!

Do you have more questions? Shoot me an email at brentmkelly@outlook.com or connect with me below on social media so we can discuss further.