TargetOutcome with Steve Grady

Welcome to the Consider stage in the Powerglass Pipeline. Head to https://targetoutcome.com/powerglass-pipeline for more information and access to the Powerglass Pipeline Playbook.  We cover six concepts in this episode.

Concept 1 -  We enter the Customer creation phase where you show you are the right choice to solve your prospects problem. Prospects are becoming Product Aware and now looking for the best company/person to work with and buy from. Content focuses on solution benefits and testimonials/reviews from happy customers. Provide Case Studies with positive outcomes. Discuss choices the prospect may have and show why you are the best choice. This is the Proposal stage for many companies.

Concept 2 - Ask the Right Questions - Use a Question-based Discovery process. You are the Guide and there to serve. Ask the Awareness section questions in conversations:

1.What are their problems, challenges, needs, wants?

2.What are the symptoms of their problems?

3.What is their desired outcome from solving their problem(s)?

4.How does a successful outcome benefit them financially?

5.What are the indications that your prospects spend money solving their problem?

Concept 3 - To provide the best solution, your salesperson or website must ask: What are all your Unmet problems and requirements? What is Unique about your situation? What Unsuccessful attempts have you made to solve your problem? Why are you currently Unable to solve the problem yourself? What do you need to Understand to make a purchase?

Concept 4 - Expectations on both sides of the purchase process are key to creating a successful initial sale and a healthy long-term relationship. Ask the following of your Prospect: What does success look like? What is the financial upside to you? What does failure look like? What is the potential financial downside? What personal benefits do you expect from your purchase? If others are involved in the purchase, what are their expectations? What expectations do you have of me and my company?

Concept 5 - Prospect Discovery Template. To build a successful sales process, you should create a Discovery Discussion template that can be used by your salespeople and/or your website. You use your 20 Questions, Unmet Needs and Expectation answers. Using this rigor in prospect discussions will provide competitive advantage. 

Concept 6 - Solution/Proposal Construction. Only after you ask all your Questions, Understand all the “U’s”, and document both parties’ Expectations can you then create a Solution or Proposal that ideally meets the needs of the Prospect. Your prospect should say when they read it: “Gee – this solution is amazing; it meets all my needs and is ideal for me. Because you spent the time understanding your prospect, they feel respected and that you are serving them well with your solution. There are several key issues to address with Return on Investment:

•Many purchasing decisions are predicated on Return on Investment

•The Return is the monetary value your prospect assigns to the benefits of purchasing your product and/or service.

•Your price is the Investment in ROI

•It is absolutely critical you help your prospect calculate their Return.

•What do you do better than your competition that increases Return?

•Without a Return $ value, your price cannot be put into context.

Welcome to the Interest stage in the Powerglass Pipeline.  Go to https://targetoutcome.com/powerglass-pipeline for more information and access to the free Powerglass Pipeline Playbook. 

Concept 1 - Prospects are now becoming Solution Aware. They acknowledge they have a problem, found that you understand their problem, and you (and others) can potentially solve their problem. Now they are searching for answers They go to Google – 92% of the time and Google sends them to the most Relevant sites that match their search string. Two main ways to be found in Google: 1.Organic Search. 2.Paid Ads – Google Ads, Facebook Ads, Industry sites. Conversational based searches work best: Can I…, How Do I…, What are the…, Best…, Near me…, Why is it…; When can I…; What are the…, How come I…, Need help with… 75% search is done on Mobile. Your 50 Questions from the Knowledge phase are your key search terms to optimize SEO and create your Ads.

Concept 2 - Your Prospect Questions - Now go back and review your 50 Prospect Questions. Do they begin with : Can I…, How Do I…, What is the…, Best…, Near me…, If not, try the questions out with the lead-ins above. Maybe create some more. You now have 50 topics from the Knowledge state for: Emails, Blog Posts, Social Posts, Short Videos, Webinars, Infographics, White Papers. Use your have 4 Case Study synopsis from Transformation Promise.

Concept 3 - Organic Search, SEM and SEO. Organic search is when prospects find you by searching for a particular topic using keywords in a search string. In order to show on the first page of search results, you must have content that Google deems to have the best relevancy. That’s why we created your 50 Questions. When you place these questions and the answers on your website you have improved Search Engine Optimization. Your website MUST be mobile friendly. Check your site: https://search.google.com/test/mobile-friendly. Paid Ad campaigns should use mobile bid adjustments. Many searches use “Near me…" If you have a local business, use https://www.google.com/business/

Concept 4 - Paid Ads. In the Interest phase, prospects are looking for answers to their problems. Since 92% of search is done on Google – Google Ads is a great solution. Google uses Keywords to match user search input to your ads. You already have your Keywords in your Journal to use for Ads and SEO. Google Ads, Google Analytics and Google Search Console tied to website. Relevancy is key – Searched keywords match your Ad text that matches your website landing page text. This info congruence in called Quality Score. Landing page needs to have a call to action using your Initial Offers.

Concept 5 - Your Intitial Offers - When prospects come to your website what do they see? You need to be ready to give them answers to solving their problems. They are not ready to hear about you, your company or products yet. You have a unique opportunity prove you are the best guide for them. You have essentially created 100 Customer-serving blogs for offers. BTW – I use Initial Offer instead of the term Lead Magnet because of the point of view – again be a giver (IO) vs. taker (LM)

Concept 6 - Gated vs. Ungated Content. Gating your content is when you use a form to ask for name and email. You then either deliver the document via your website or email it. Form data is often bogus. You can get a lot of spam via your forms. But - You want to be seen as a giver and not a taker. USE ONLY UNGATED - Provide all your helpful content freely and easily. Only use a Gated form when there is true $ value – like a physical book.

The Knowledge stage in the Powerglass Pipeline is where your create a majority of your content for both your Awareness stage and your Interest stage marketing activities.  As we talked about in Episode 3 the Awareness stage, most of the marketing is Outbound.  You will also use your Knowledge stage content in the Interest stage in Inbound marketing approaches.  This Episode has 7 main concepts

1. You want prospects to Know you, so they start to Like you that in turns builds Trust so they Try you and Buy you. You do this with educational and experiential content that leads them through this Journey using your Transformational Promise that takes your prospect from a pain filled Before to a success filled After. 
2. To create a relationship you must be Relevant.  You do this with asking them Before questions that acknowledge and validate their pains. Hopefully you have directly experienced your prospect's pains or at least know someone direct who has gone through these challenges. 
3. You identified and validated their pains. You set-up your Tranformational Promise with your "What if I could solve/change/cure your pain?" These are powerful Hook statements to start a discussion in the Awareness phase.
4.  You must use a Consultant mindset right from the begining to establish yourself as a Trusted Advisor. You do not Sell products and Services - rather you provide solutions. 
5. Identify and document exactly what makes you Unique.  You must set yourself apart and it is vital to show your uniqueness
6. Creating your Initial Offers is the information your provide to start the discussion. Sometimes known as Lead Magnets (a name I really dislike),  these Initial Offers are the information your provide that shows how your are going to help them through via your Transformation Promise. 
7. In this Knowledge stage your are creating the content that will be used in the Interest phase for Inbound marketing iniatives.

You can find more at www.targetoutcome.com/powerglass-pipeline 

In this episode we starting breaking down the stages in the Powerglass Pipeline. The first stage is Awareness. The very first step of your Customer’s Journey is for them to get to meet you.  They also need to know they have a problem and that you help solve this problem. Most of the relationship building methods at this stage use OUTBOUND techniques.  The key steps you follow in Awareness :

•First identify your Ideal Customer Prospects

•They are unaware of you and your solution

•Document their problems and pains

•You help prospects become Problem Aware

•Construct your solution story

•Determine where your Ideal Customer Prospects get their information

•Create your content and channel plans

Deliver content in the right channels

You need to use the appropriate mix of both Outbound and Inbound marketing, and your Story and Content you create will be leveraged in both. 

To start on your path of creating great relevant content, you need to understand your Purpose and Vivid Vision (Why), Strategy and Process (How), and Products/Services (What).  I encourage you to structure your Mission as Your Cause. What is Your Cause that your Prospects will want to join, and your Clients will evangelize to others? Identify your Primary Beliefs that support your Cause. Prospects become Customers when they embrace your Cause. Customers become Clients when they evangelize your Cause.

Develop and document your Ideal Customer Personas. What Outbound techniques will you use to create relationships with your Prospects. What channels will you use to reach them. You will create your Knowledge Offferings to create relevant discusions. 

A great way to frame your discussions with Prospects is to use the Before and After technique.  What is their world like with their problems and what  would an ideal solution look like.  You help your Prospects solve their pains through your Tranformation Promise. 

We help (My Ideal Customer) solve (Main Challenge, Pain) using (My Product/Service) to experience (Successful Outcome)   Fulfilling this Promise makes you RELEVANT to your Prospects. 

For more information head to targetoutcome.com/powerglass-pipeline.  Make sure to check out the Powerglass Pipeline Playbook offer to create your unique Customer Journey implementation plan. 

In this episode,  we discuss how everyone in your company is involved in your Customer’s Journey.  It is surprising to find the impact points for each employee as Prospects turn to Customers turn to Clients turn to Loyal Fans. Identifying where every team member interacts with your Customer Journey provides important insights into accountabilities, hand-offs, and key contributions.  Organizations who often don't interact with Prospects, but work with customers such as: Accounting, Finance, Legal, Manufacturing, Logistics, Customer Service, Delivery, Support Personnel, and Field Staff need to be clear when they own the customer relationship.  A great team building exercise is to talk about the Impact of Everyone at the Leadership Level, and hold this discusion inside and between every organization in the company. You will be amazed at how engaged your employees become along with a rise in your Customer Experience.  Learn more at www.targetoutcome.com/powerglass-pipeline. 

Season 5 Episode 1 of the TargetOutcome Podcast introduces the Powerglass Pipeline.  This structural framework is the ideal way to optimize the revenues from each stage of our Customer Journey.  Implementing the Powerglass Pipeline will dramatically improve your Revenue Streams,  Customer Experience and Employee Engagement.  The Powerglass Pipeline is a very visual framework that is shown and described at www.targetoutcome.com/powerglass-pipeline. 

There are two Offers for listeners in this podcast to help implement two key concepts.  The first is the Powerglass Pipeline Playbook that helps you create your optimal Customer Journey plan - the Powerglass Pipeline Playbook is available here www.targetoutcome.com/powerglass-pipeline  The second offer is the Vivid Vision 2022 template that is used to construct your company's detailed vision of success.  The Vivid Vision 2022 template document is at www.targetoutcome.com/stratplan.

Welcome to the premier episode of the TargetOutcome podcast. I’m Steve Grady CEO of TargetOutcome and I’m glad you’re here

The audience for this podcast is C-Level Executives, Presidents, and Owners of Technology, Software, Systems Integrators, and Manufacturing companies from 2 Million to 250 million in annual revenue. Whose major challenge is understanding how to increase revenues and grow their business in a rapidly changing world and an ever-increasing digital economy.

As a tech exec you are busy and your time is precious, you will find these Podcasts are succinct, fact filled and actionable. We will discuss proven high impact Revenue Generation Solutions that utilize a systems approach. I will break down the process steps in these systems to show you why and how they work. Then we will discuss how to activate each step.

The name TargetOutcome describes exactly what your ultimate goal is – and that is to identify your key business objectives ( your Target) and realize these objectives (your Outcome) successfully.

This TargetOutcome podcast is broken into Seasons that make it easy for you to follow the structure of the 4S RevEngine and associated learnings. I would encourage you to listen to the seasons in order as the concepts build on each other.  them in order. Podcast show notes and downloadable associated content is available on www.Targetoutcome.com/podcast.

My clients have all grown their businesses and I look forward to helping you along your success journey to realize your Target Outcome.

Let’s get started!