Why MARKETING is Just SELLING in Advance


Guest Teacher: David Wachs @DavidBWachs 

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Welcome to the ten minute NBA, I'm yourhost Scott de Clary on the ten minute NBA, I give you tools, tacticstrategies, insights that you can use to start scale grow or Tex YourBusiness. Today, your guest lecturer is David. Wax David is the C E on founderof hand written. He is a serial entrepreneur after exiting sell it andhe is going to walk through what the best sale strategy is. Iactually asked him what the best outbound strategy is, but this was hisanswer you're not going to like the answer.For us. The answer is not out bound it's in bound in bout marketing, and I define it's not my definition. I learned itfrom Joe Pallis who learned it from somebody else, but marketing is justreally selling in advance and we don't know who our customers are going to be.We didn't know our biggest customer was going to be a solar panel installer,but what we know I had to do is to...

...create an inbound funnel to attract people and then send setthem up in a drip campaign so and that drip consists of email and it consistsof hand rid notes, and it consists of phone calls and it consists of bungerout in all these different ways to get in touch with people. So what we do is we have a very strongcontent marketing strategy for SCIO. We certainly do add words. We do facebookmarketing, but really what we try to do is we try to get people to our websiteand then for them to get free samples. Free samples is our ler, so always havesomething of value. You know whether that's a white paper,don't just have a contact for him. If you have a contact form, you know goodluck. Somebody may or may not use that, but create something of value to create.You know it to create a lead capture. It has to be, I don't think booking ademo, as even you know that great as...

...something so, our item of value is the sample kit,because it's physical, it's in the mail as a bunch of stuff in it, people findthat use fall and they want to see it. So we drive everybody to the sample form.Once you fill out the sample form, then it's a whole Zapper flow of the samehand. Rin notes go out all powered by Zapper you're assigned in our typedrive CR M system. We've created custom code that round robins and assignsthose kindil sales raps. It puts out a team's notification saying you know so:We've created this whole flow to really track that lead from start to finish, Ithink that for us has really been a game changer, just creating thisinbound marketing lead machine really based off samples request where wecould get better is probably like like audiences, like, I think, that's what it's called on.facebook yeah like lily targeting or look a like yeah like audience. That'san area we could get better. We could...

...probably get better at linked inmarketing, but that's too expensive for us. We could certainly get better byhaving that's crazy, expensive. We could get better at having likewebinars and stuff like that. That would be an area of growth kind of likewhat Bunger Os doing. We kind of want to create, like like hand, written con or communicationyeah, and something like that, yeah well you're, going to be that categoryCreator for this yeah right whatever this is yeah yeah and writ not con, Idon't know, but but really have kind of a community around it. That's abouthand, written notes and alternative ways to reach out like Bunger, and youknow, whatever else, to kind of round out round out what you're doing allright. That's another ten minute, NBA hope you got some value from David onhow to create an incredible inbound process. Remember any businessquestions you have! Don't worry! I got you. This has been another ten minute.NBA have a great night. I will see you...

...tomorrow. I.

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