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Getting Customers – Short Term vs Long Term Tactics

by | Sep 16, 2020 | Youtube

The following video transcript is generated automatically by a computer algorithm that learns and gets better on a daily basis. Please accept our apologies if some content below doesn’t make sense:

First up, a tweet about sales tactics, and this is applicable to people who are just going out of business or have got sort of a growing small business and a guy called Riley Chase and he basically writes, it’s a long term threat and it is quite a good one to read. So we’ll link you up in the show notes. But he’s talking about the difference between short term sales tactics and long term sales tactics. And he’s replying to a different tweet from a few years ago, which is basically another company was saying, like your first zero to 10 customers that it’s going to be 90 percent short term sales tax six. And as you grow, the longer term sales tax is going to take over from the short term sales tactics. So they were saying once you get to 100 plus customers, then the longer term sales tactics are likely going to be winning out over the short term ones. Whereas this guy, Riley Chase, is saying, well, actually, he’s just hit a thousand customers or over a thousand customers, and he’s done that primarily on the short term sales tactics. So he’s going into why that is in his case. And also like what the difference between some of those are. And I think I mean, not only does it show that, you know, it’s horses for courses, different things work in different areas. But he had a couple of interesting less of what the short and long term tactics are. So the short term tactics which he’s been using with success is things like the founder handling every support calls that you’re answering the phone, you’re answering the emails, you’re doing everything yourself. You know, it’s that personal touch. The second one is visiting in person, so, you know, if you’ve got some sort of service business, you’re in the same local area actually going out and visiting the people who are your potential clients. And that’s, again, is the short term ones tend to be this personal touch. And next one is personal follow ups. So this is if someone gets in contact, then you follow up personally. If someone has bought something, then you follow up personally and they find one is minding your personal connexions that’s going through your social you know, your Facebook, you’re linked and your Twitter. That kind of stuff. And reaching out to people who are directly in your personal networks for to see if they want to become customers sipping, convert them. So so that’s what he causes. The short term sales tactics, long term, he’s talking about things like cold calling, cold emailing. You go out, you prospector list of people you’ve never contacted before and you contact them out the blue with some kind of good offer, trying to get them into your funnel. Another one is drip email campaigns. So this is when people turn up to your website or otherwise sign up for your service and you gradually sell them over time with a drip, drip, drip of emails that are valuable to them and eventually end in some sort of call to action or and ask another was SVO again, something which is a much longer lead time kind of effort. You got to put in six or nine months before you start seeing results on that one. But again, you start to see ongoing results and the final one of the long term is scalable Legian campaigns. So this is can you work on a system? It might be, for example, paid ads on Facebook. Can you get the right ads, the right Cosper action, the right funnel, the right landing page, et cetera, et cetera? To have this sort of constant and cranky ball machine that you can sort of put money in one end and get leads out the other end and then convert those leads, not necessarily personally, but either via a funnel or a system or by other salespeople that you’ve hired or outsourced something like that. So Mazzello, you have run a few businesses in your time. What’s what’s kind of success or otherwise of you seeing me with short vs. long term tactics in this area?

Yes. So I would say that it’s it’s not fixed, you know. So strategy in general are not universal. There’s no universal recipe. The best in your industry? Well, I agree there are short term and long term. And actually. His example was very good. That tweet from a few years ago used to send the first hundred customers required a short term selling tactics. But this guy was saying my first thousand customers were cheap by doing short term selling tactics. So I think ask it especially are us as a, you know, a gross competition online.

It will be more and more important for you to be to be there just facing the customer.

I mean, a personal touch. I think that’s become necessary.

I would say even that nowadays, then it’s it’s very hard to just go buy your way in into any market.

So I it’s also hard to build like a super outstanding product that is way better than anything else because it requires a lot of money and, you know, on sharp coordination and execution.

So then you are your main or your best shot would be to build a community. So on. That starts by dealing directly with the people. So first, finding as cheap as possible on as direct as possible, the people who are more most likely to be interested in your product in a in you.

As a founder or the sales guy of that company. So your company’s mission or preposition. And then build it from there. So they will tell others. So there is great boots from Seth Godin. He’s a brilliant marketer, U.S. based. Yeah, he has. There are boots, a purple cow on. But peace. Yeah. Very enthusiast of tribes on. Yeah. Almost. He is almost saying that that’s your only way actually to do these short term selling. I would say from yeah. There are many ways to do it.

But it will involve your personal dedication time wise, resource wise, to listen to these people and reply to what they want and share, know Dangar personal contact details and create that initial tribe or community that they do like your product and they will be your ambassadors. They will tell others that. And that will kick in. And then you then you will call a mailing list that you can send to that that will grow. And as you get more resources, you can pay someone to do SVO, which would bring more results over time and this and that. So, yeah, if you were to invest your time just invested in your customers, I would say initially even is as important or your more than on the product development.

Yeah, I think I think this speaks to an aphorism in sort of start ups, which I think was probably a quote from Paul Graham, which is do things that don’t scale. So part of your superpower, when you’re small and agile, is having the bandwidth and being able to do stuff that the bigger boys can’t do because they have to have scalable systems. And when you have scalable systems that you lose, as you said, some of that personalisation, some of that thing. And the idea is, is that at every stage of your growth, you want to be doing stuff that the others aren’t prepared to do because they can’t do it. It doesn’t move the needle enough. You know, it cost them too much money. They don’t have the personal bandwidth to do whatever it might be. And that helps you stand out from the crowd. Right. If you’re willing to go the extra mile and do the personal touch, then you’re far more likely to engage with your customers and get them in the door. And then the more customers you’ve got, the more money. So, you know, you ride that horse until it doesn’t work anymore and then you jump on the next one, you ride that horse, which doesn’t work anymore, et cetera, et cetera. And you later your way up the scale. I mean, there’s a very famous companies have done this, of course. So a famous example, I think, is BMB. So they when they were starting out quite early on in the New York market, one of the things which they knew would help them stand out from their competitors would be the quality of their listings. And so they they hired professional photographers to go round to each of the new listings places to take professional photos of the places they went themselves with, like high quality cameras to take photos of, you know, in their local vicinity of all of the places that are on their BMB. Just so that the air BMB listings looks, you know, 10x better than the Craigslist listings or whatever the competition might be. Now, of course, that doesn’t that doesn’t really scale, but it gets you that sort of next step up the ladder.

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