Every great B2B offer you make should be a Tootsie Pop:
*A sugar-coated emotional candy treat on the outside, and . . .
*A proposition on the inside that logical, hard-nosed business person can chew on.
Back in my Pink Koolaid days there was a guy named Jerry. I always made sure to see Jerry’s presentations every time he was in town, cuz I learned so much by watching him. He would alternate from logic to emotion to logic, back and forth, back and forth. Through this he held an almost hypnotic power over his audience.
This morning I talked to a guy who sells expensive, exotic cutting tools. His stuff has diamond tips and space-age technology. It’s 3-4X more costly than the ‘standard fare’ you buy at Home Depot.
I told him he needs to come right out and say why you’d wanna pay him $70 instead of giving the other guy $20.
“You need to present your customer with a 100% logical, rational argument that will make his bean counter happy. Show him that your tools stay sharper and cut more material and take less time. Prove that they last longer and save his shop money.”
And . . . everyone secretly desires to justify buying the deluxe version instead of the regular one.
“You also need to make the kid inside, his inner craftsman, happy too. Show him the pleasure of effortlessly feeding that material through the machine, sliding your hand along that freshly cut wood and sensing how smooth it feels to your touch.”
I’ve just finished re-inventing our Business-to-Business lead generation system and it’s all about those two things: ATTRACTING attention with emotionally compelling offers, and KEEPING attention with enduring value and unbeatable propositions.
If you sell to other businesses and you need to generate more leads, take a look:
http://www.perrymarshall.com/guerrilla-marketing/high-tech-sales/
Perry Marshall
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About the Author
Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.
He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.
3 Comments on “A Tootsie Pop for your customer's inner child AND inner bean counter”
Thanks for your honest comment above, Perry. I fall into the same boat as Alexx. I’ll start with ReadyFireAim and see where it takes me, first.
Perry thanks for all of your insightful posts. If I have not mastered ppc but I’m interested in becoming a consultant to help companies market themselves on the internet is the mastermind program too advanced for me. I know on the copy a few emails back you states this is not for anyone who’s new. I’ve been on his email list for years but i havent been wildly successful marketing on the internet but I think it behooves me moving forward in this world to understand how to effectively market on the internet with ppc. Someone like me where would you recommend I begin?
You are not a rank beginner, you have some experience under your belt. For your situation http://www.perrymarshall.com/readyfireaim/ would be a good place to start.