Course Curriculum
1. Introduction
2. How customers buy
- 2.1 You don't buy like this, so what makes you think your customers are going to either? [6.53]
- 2.2 Introducing buying timelines [7.32]
- 2.3 Becoming aware of a need and 'passive' research [5.02]
- 2.4 The customer’s trigger point [5.27]
- 2.5 The five different types of trigger points [10.24]
- 2.6 The 'active' research phase [8.06]
- 2.7 Making a purchase [3.31]
- 2.8 Chapter recap [3.46]
3. The sales & marketing funnel
- 3.1 Introducing the sales and marketing funnel [3.14]
- 3.2 Diagnosing where your customers are getting stuck [5.30]
- 3.3 Introduction to the funnel: ‘Awareness’ [3.38]
- 3.4 Introduction to the funnel: ‘Evaluation' [2.42]
- 3.5 Introduction to the funnel: ‘Purchase' [1.43]
- 3.6 Introduction to the funnel: ‘Retention and creating champions' [2.05]
- 3.7 Strategy versus tactics [3.26]
- 3.8 Automation [4.29]
- 3.9 Chapter recap [3.57]
4. Awareness
- 4.1 You need to times your visibility goals by ten [7.45]
- 4.2 Getting known by the influencers in your industry [2.46]
- 4.3 Finding the gatekeepers to your audience [6.05]
- 4.4 How much marketing are you really doing? [4.44]
- 4.5 Finding out which marketing activities work [7.17]
- 4.6 Knowing which marketing activities to do first [8.33]
- 4.7 Creating an exchange [3.30]
- 4.8 Chapter recap [4.15]
5. Evaluation
- 5.1 Getting a customer to start evaluating what you sell [8.15]
- 5.2 Leading your customer through an evaluation ‘gateway’ [4.44]
- 5.3 Nurturing [3.58]
- 5.4 The 5 objections your marketing needs to overcome [1.52]
- 5.5 Overcoming objections: your customers have no need for your product [4.31]
- 5.6 Overcoming objections: your customers can't afford your product [5.06]
- 5.7 Overcoming objections: your customers are in no hurry to buy [2.45]
- 5.8 Overcoming objections: your customers don't have any desire for your product [4.24]
- 5.9 Overcoming objections: your customers don't trust you yet [4.22]
- 5.10 Is your limited reach stopping you from getting your message across? [7.36]
- 5.11 Why email marketing is still important [6.39]
- 5.12 Chapter recap [4.17]
6. Purchase
7. Retaining customers & creating champions
- 7.1 Selling to people who’ve already bought from you is easier than selling to someone new [4.30]
- 7.2 What else can you sell to your current customers? [3.10]
- 7.3 Your customers will stay with you if they believe in your mission [3.40]
- 7.4 Brand loyalty and creating champions [5.13]
- 7.5 Chapter recap [2.56]