Download PDF version of overview: Click Here
CCESS Overview Explained:
NOTE: Please understand first (and foremost) there are only two types of personas. Each one should be treated appropriately:
1) A Prospect = No money has been transferred from their bank to your bank.
2) A Client = A money transfer to your bank for a product/service(s) has been completed.
You must develop a complete engagement sequence for each persona (depending on if they have purchased from you or not).
*This diagram demonstrates the minimum effective starting point to build out for each persona for your marketing campaign(s).
1) All Direct Inbound Lead Sources:
All your inbound lead source possibilities – you want as many as you can possibly create: the 7 listed are only starting suggestions. Note: Always start by correcting your businesses Foundational Footprint first on the “Big 6.” Covered in the workshop video. Click Here
2) Landing pages:
Only one topic directly related to the headache this solution solves for them (from their prospective) per landing page. MUST tell prospect what to do next for more information (a very clear call to action).
Logic & Automation: If/Then Action
*Qualifier: Did they transfer cash from their bank to your bank?
If YES – Then Place Into Client Engagement Sequence & Send to Thank You Page. Set a Buyer Tag
If NO – Then Place into Prospect Engagement Sequence & and Send to next step in your prospect engagement sequence process. Set a Prospect Tag.
*The automation process is advanced feature of a few email autoresponders providers. In my opinion, Active Campaign is leading the field right now for ease of use, customer support and price. Note: Plans start as low as 9.00 a month for 500 contacts.
====
Prospect/Client Engagement Boosters
**Not all of these elements are necessary, but they have all proven to work very effectively to increase your conversion rates and increase bottom line profit margins dramatically.
1) Have a telephone script developed for each Persona: Prospect and Client
Prospect: Develop a “How Can I/We help you with XYX?” script.
Client: Develop a “Welcome, here’s what to expect and if you have any questions – here’s how to contact me/us” script.
2) Point of Sale Script: Develop a “Would you like to Super Size your purchase today at a massively discounted rate?.” On average, 30% will say yes.
3) Shock and Awe Over-Delivery Package: Send something in the snail mail you did NOT promise them.
For Example: A Bright Orange Sticker on the box/postcard/item stating; “Before you do anything else, get this “Free Bonus” Consultation/Item/Discount Call Now” sticker is proven to increase loyalty and reduce refunds by over 50% and most people will not even bother to claim it – but because they “could have” and it is a gift, they perceive it as massive value added to their on-boarding and overall customer experience. This is a huge advantage for such a small price.
4) If you have newsletters, or anything you can add monthly value with, send it to them US postal snail mail. Note: The newer & younger generation loves getting snail mail (addressed to them, with their name on it). Feed their ego! Show them you care.
That’s it
Questions? Call me. Wesley J. Harrison (816) 482-3755
