Hey guys. Ken Courtright here from Today’s Growth Growing Business Today. This is gonna be a pretty cool podcast because we just did a 4 part pod cast series if you will on motivation. Now that we are all motivated to act we are ready to rock and roll. Where do we go next? Let’s assume you are business but you want to fine tune things. Or you are in business, but the numbers aren’t quite there. Or you are in business and you know you should have done 3 to 4 times more business and you cannot figure out why the numbers aren’t’ where they should be.
This podcast is called Ready for Research. This is gonna be taking a look at business on a very psychological level. Ok? So there is only one place to go if you want to make money and get referrals consistently. That is the place called RFR. Ready for Research. I think people should annually do an RFR check up on their own company, on their own name. It is what it is. It is exactly what it sounds like. You have got to get your personal name and your company name ready for research.
I want to start with a story about 5 or 6 years ago, I was at someone’s home and they were telling everybody the story that the day before they had 7 appointments for a Kirby vacuum sales rep to come in. They always wanted a Kirby. Their neighbors had a Kirby. Their parents had a Kirby. They had no idea what they cost, and they did not know or understand the process that which the Kirby sales reps operate. And so they were telling this story and it was kind of fascinating actually. It got me really thinking that Wow, this is the way of the future. So watch this, this is five or six years ago. The husband and wife were sitting through the Kirby sales rep presentation and all of sudden the husband, while the sales rep was demonstrating the product, he went onto his laptop and he googled this sales reps name. And he also googled the sales reps office. Their local division in Joliet, Illinois. And low and behold as the guy was doing his ten minute demonstration, this gentlemen that was watching the demonstration, in under five minutes, he was able to find evidence of exactly what the cost of that Kirby vacuum could be. Meaning, what is the lowest he would be able to pay for that vacuum. If I remember the numbers correctly, the sales rep was trying to sell the vacuum for like $1700 or $1650. For those of you familiar with Kirby sales rep. It’s a very large commission pay structure where the Kirby rep gets a lot of money, the manager gets a lot of money, and the branch manager gets a lot of money. But the bottom line is a pretty good chunk of money does go towards the vacuum. Because they are one of the best vacuums made. We have one. The key is this. When the sales rep was holding firm at $1700 or $1650, the guy that was sitting through the presentation said, so are you telling me right now, you are looking me in the eye, you are telling me you cannot sell that vacuum for less than that. He said, well not necessarily, there are a couple things we can do and this and that. Bottom line, the gentlemen turned his laptop around and the Kirby sales rep went white as a ghost. Because he saw exactly what the gentleman was looking at. It was the price sheet, the internal price sheet, from the Joliet office saying that that vacuum could be sold I think it was like $1030 or $880 it was significantly less. When it was all said and done, they did strike a deal at the best price available, where the sales rep only got an $80 commission.
The bottom line of what I am trying to say here is the sales rep, when he went into that account, and he went into that potential sale, he did not check his personal name or his company name online. He was not ready for research. Ok? So here is the key, a couple quick notes about this podcast. It’s going to be a longer podcast. There is a lot of depth and detail and a couple homework assignments. 1. If this podcast hits you, I want to recommend three other podcasts and in the following order. Episode 22 is on present competition. Episode 4 is on Trust, Trumping everything. Episode 7 is on how google ranks a website. They are so critically important to this podcast. I don’t want to repeat them and so this is a three part pod cast. I am not gonna do part 2 because part 2 would be repeating episodes 22, 4, 7 and I recommend that you hear them in that order. They will make more sense. So let’s get started.
Psychology of Selling, Psychology of Buying
I want to start with the psychology of selling. I want to start off the psychology of buying. Why do people buy from you? Why do people buy from your company? Do they maybe like your product or your service? Do they maybe know you? Were they referred to you? Were they desperate, meaning you were their first choice. It was a time situation. The bottom line is if you watch every reason together, the number 1 dominant reason that sits on the top of 100 of reasons of why people buy from anybody. Is the following phrase: At the moment of purchase, they trust that the value they will receive from that item, far outweighs the cost they will part with. Let me restate this. At the moment of purchase, they trust. At the moment of purchase, they trust that the value they will receive from that item far outweighs the cost they will part with. There are 2 critical words: trust and value. Now watch this, you as the sales person, you cannot guessimate quantify, in any capacity what you think the persons value is from your item. You might think its one thing and the person buying the item finds it a completely different value. That is something you are just going to have to wrestle with. The bottom line is that the moment of purchase, the person trusts that the value that they are going to receive from working with you outweighs the cost you are asking them to part with. Now there is an old saying that value = 2 times the price. And what that meant in the old days is if you were gonna try to sell say a vacuum or a lawn maintenance service or a haircut or whatever, you need to build the value to the potential client to the point where they think it’s worth 2x what you are asking for. When you get the value built to 2 times more than you ware asking for, then they will write you a check. That’s the old way. That’s 100 year old statement and they made this statement because of the fear of loss far outweighs the desire for gain. Meaning, people have worked hard for their money. The fear of them losing their money to gain the value, the perceived value, especially, of your product. There is a balance there. It’s like a tug of war. Your value for their checkbook. So today, we in the marketing world are thinking because of the internet that value = 3 times the price today. So the question is: What has changed? Why did it go from the statement in marketing that value = 2 times the price to value = 3times the price. A lot of us think it’s because the internet is clouding a lot of quality.
80% of All Content On The Internet is Plagiarized To Some Degree
The internet, according to google, 80% of content is plagiarized to some degree. 80% of what you read somebody else wrote it somewhere else first and then somebody decided it’s easier to steal from another website. The bottom line, you take that and cross pollinate with just the gazillion amount of ads targeting ad campaigns, cookies that get dropped on every computer and even the Fortune 500 do these, this is nothing new. It’s nothing illegal outside of the plagiarism. The bottom line is the internet is so cloudy that peoples trust factor, it’s almost like it’s on high alert. So this brings us directly to Ready For Research. Are you? Is your company ready for research? When people google your personal name, what comes up? Do you even know? When people google your company name what comes up? Do you even know? Do you want to know? A lot of people are afraid to google their personal name and their company. They don’t want to know what’s coming. There are 3 areas you need to consider if you want to keep every potential sale. If you want to keep every potential sale, meaning, you don’t want to lose any sales, there’s 3 things you really have to focus on.
Trust Needs To Be Established Before Someone Buys
I think I stated once about 3 years ago from some stage that I think there is close to 100 billion if not a trillion dollars of business that has been lost because companies were not ready for research. This is just going back to the inception of the internet. When people want to buy something, they need to trust that the value they are going to receive will outweigh the loss of their cash. Does that make sense? They have to trust first. Before they will consider the value. Let me say this again, they have to trust first before they will consider the value. That would be what I called the anchor statement of this podcast. 1 of the 3 areas you need to consider.
The first area of consideration is your personal name. Your personal name has got to dominate at least the first 2 pages of google. It has to. Ghosts don’t take credit cards. You have heard me say that a couple times. Ghosts do not take credit cards. If they can’t find you, and you are in business, if they want to buy your vitamin or your lawn maintenance, your carpet cleaning service or whatever your company does or have, if they google you and they can’t find your personal name, are they going to do business with you? If you were going to buy from someone. Let’s say insurance, and you googled their name, and they didn’t come up at all. Or they came up in one spot. Would you do business with them? I wouldn’t. Right? I need to trust that the next amount of time I am going to take out of my life to do business with someone is worthy of my time. So ghosts don’t take credit cards. You need to consider that.
2 you need to consider your company website. In previous episodes, 22 and 4 and 7, I crushed this so I am not going to spend any time on it.
3: You have to consider your brand. Your mission. Your Why is like a person. It’s its own being. And you have got to understand that the world needs to know what your why is. They need to know what does your brand stand for today. They have to buy from the company and the person not just based on the merit of the product. Let me say it again, people today have to be able to buy. In the 50’s and 60’s our society bought items logically first, emotionally, second. Today we have flipped it. Today we buy emotionally first, then logically second. So let’s go back to number one.
Your Homework Assignment
Here is your simple homework assignment. You have 72 hours to dominate page one of google for your own name. So here is a strong recommendation. When you get home, I want you to google my buddy, Greg Reid. That is his name Greg Reid. Now his name is Greg Reid I want you to google and see what comes up. Ok? And what you will notice is you are not going to notice my buddy Greg Reid in many places. Now I want you to google Greg S. Reid. Then I want you to see what comes up and you will notice my buddy Greg S. Reid comes up on the first 3 pages of google. Every one of the first 30 results is my buddy Greg. So why did Greg do this? The answer is simple. Greg has a fairly common name. There are a lot of Greg Reid. There is a football player, a business man, so he got mixed in with every so from a marketing standpoint a few years ago, Greg realized wait a minute, I Greg Reid am my own brand. I am part of my company culture from a branding and marketing standpoint. How can I separate myself. by Simply adding the letter s and making sure on his website every time he writes for another website and signs a post on his business card, he is known as Greg S. Reid. Now here is the question, once you go home and do this exercise, and you look up Greg Reid, but then you look up Greg S. Reid, look at the dramatic difference between the two result pages. Here is the question: How much business might he have lost without adding the s ? Whoa. You cannot appreciate this until you see the google results. In my opinion, most people listening to this podcast, haven’t added their s to their personal name and their business. Most people just float around, yeah, I’ve got a twitter page. I good. I have a Facebook page. I am good….NO NO NO. You are not good. You need to dominate your personal name if you want to dominate business today. You have got to dominate your company name if you want to dominate business.
So, I want you to notice every single section of the first few pages of results show Greg S. Reid stacked on top. Stacked on top. Stacked underneath. Nobody, nobody looking up Greg S. Reid would doubt Greg runs a real big company. By simply adding the letter s and then making sure that he went into every major social media account. Every major website. He literally build his platform of his dominance for his name he looks like a massive business owner. Now Greg does run a fairly large company. So, what did Greg do in the early days to dominate for his name? Because ready for this, I recommend everyone does this. He opened up a Facebook, twitter, LinkedIn, google plus page. He did a YouTube channel. He jumped on Instagram and Pinterest. Now the rest of these have come into more popularity since he started. So I would recommend to Greg, he also jumps on tumbler, Vine, SnapChat, Flicker, Periscope, etc. If you are not sure what of the top 20 to 25 social media sites, you need to dominate for your name and your company, then just google the top 25 social media websites and look at the results.
So, in 7 days, if you don’t dominate for your own name, shame on you. You might want to consider getting a job or keeping your job. 2. Pay consideration to your website. So again, I covered something called RTLC. I recommended TLC. Those 4 things for something so dramatic in our opinion. We have got our 700 revenue generating websites, guess what? Those are 700 independent businesses making money. We basically washed them all together and said why do some of these succeed and not succeed to the same level. We found out the ones that were really kicking tail had our TLC. The ones that didn’t, did not have our TLC. Guess what we now do across 700 websites, our TLC. So if you want to figure that out, check out episodes, 22, 4, and 7.
Now, having crushed the topic and proved you can’t succeed today, probably anyway, without making those changes.
I want to move on to number 3. It is awesome. The 3rd consideration you have got to focus on is your brand. Your mission, your why. How many times have I mentioned Tom’s shoes on this podcast? Dozens…why. Because, let me reread you why people buy. At the moment of purchase, they trust that the value they will receive from that item, far outweighs the cost they will part with. Now, Tom Shoes, as we all know on this podcast, if you buy a pair of shoes from Tom Shoes, he will take part of that money and put a brand pair of shoes on the kid that has never worn shoes before. Won’t some people pay anything to put clothes on a kid with no shoes? Of course, the point is Toms doesn’t market the product, they market the Why. Does that make sense? Toms doesn’t market their product. They market the why. Why is that? Let’s look at it from a psychological standpoint. What’s more emotional or clothing children? Remember, we buy on emotion first, logic and price second. Although the digital footprint of the working model has been around on display for about a decade. I see so many small businesses today I am going to say 200 employees and under. They are not supporting a cause at all, or they are supporting a cause and simply not telling the world about it. Let this podcast be a wake up call to everyone today.
People today buy cool people and cool companies. They do not buy products and services. Let me repeat. People today buy cool people and cool companies not products and services. Ok? Your why, your mission, your purpose, is your purple cow. I have had on a number of podcast when I have talked Seth Goden’s purple cow. The purple cows a whole book tremendous but it’s based on the story that Seth Goden one day saw a purple cow on the side of the rode. He touched it. There was no ink on his hands. He physically saw a purple cow. This was before cell phones. He is driving down the highway. He can’t wait to get to a gas station or hotel because he has to tell someone he saw a purple cow. You can’t hold in that you saw a purple cow and he makes the metaphor jump that seeing a purple cow is something that is remarkable. It has to be remarked. It has to be restated. It has to be retold. Guess what? For the majority of products and services, most products and services cannot be purple cows. They are not remarkable, right? Maybe 1 to 2%. But everybody’s worthwhile cause or purpose or mission, can be, right?
So, I am gonna go back. Won’t some people pay anything? To put clothes on a kid with no clothes. Does that make sense? You have naked kids running around with no shoes on, getting germs. And Tom Shoes will put shoes on who never wore shoes before. Come on! That is so emotional. We buy on emotion first, logic and price second. So again, the digital footprint has been out there for a long, long, time. I don’t know what the numbers are exactly, but I think almost every single Fortune 500 is now displaying their worthy cause. Its I don’t know exactly the numbers, it’s almost every one of them. So, maybe, one to two percent of products out there hit the 4 C’s. Things that are cool, cutting edge, comedic and controversial. And 80% of what goes viral, hits the 4 c’s. Let me say it again. If you want something to go viral 80% of the things that go viral, hit the 4 C’s. Cool. Cutting edge, comedic or controversial. But watch this. Since only 1 to 2% of products could be hitting the 4 c’s, isn’t it possible that a potential client could find your website and clearly see that a percentage of your money and a percentage of all revenue goes to your worthwhile cause, your charity. Is that possible that 100% of the people would think that is cool? I think that it is. We live in a society today that instead of being anonymous about our giving or donating, I think it’s kind of time we come out of the closet. The world needs us to. The worlds needs to know we have a soul, we have a heartbeat, and that we are just cool people. That is the bottom line. Let’s say you have just established your why. Your worthy cause, your purpose. The world sees you’re not just out there making a buck. What’s next?
Find Your Worthy Cause
I think, I recommend, you devote no less than 10% of your home page to that cause. We learn from Dan Kennedy in the book, No BS Marketing to the Affluent, that the number one reason that the wealthy, the affluent, make a buying decision. The number one reason of all is that they did some homework on the company when they were about to buy 3 different 40,000 watches. They googled the company history, they ended up buying the watch from the company that most resonated with their personal business. Their personal story. Their personal family story. So when the guy was playing poker, with his buddies. His buddies say nice watch. He says let me tell you about that watch. He can tell the company brand story. The worthy cause.
I want to wrap this up. My wife and I got back from Italy. One of our friends Clarissa Burt, she said, let me get you into the Bulgari jewelry store they will give you a tour and show you around. So Kerri, my mom and dad got a tour of the store. Got history of their company. They took us upstairs to the offices that nobody sees. We looked at Mr. Bulgari’s original drawings in 1897 of his very pieces of jewelry. Even the deed of sale from his very first sale. It was very cool. Then we get downstairs back to the main floor. Then the main area of the main floor there is a glass case. Taking up about 10% of the room. A very large amount of space. It is dedicated you ready for this, its dedicated to save the children foundation. They have raised in 18 months, 40 million dollars in 18 months. They take $75 from every piece of jewelry and they send it to the Save the Children Foundation. And it took my mom and wife ten seconds. They saw that big display case and said ok what rings do you have in here? That portion that goes to the kids. Needless to say, my mom and wife walked out of there with rings. With $75 going to Save the Children. Why, because it’s awesome! It’s the right thing to do. If you are gonna buy a piece of jewelry, isn’t it cool that you know you just fed a family for 2 months. Part of the money is going to clothes the kids. It was awesome.
- First dominate your name. The first two pages of google, dominate your name. When people are about to buy from you they can comfortably trust you. They have got to see your name in lights for them to trust you.
- Listen to episodes, 22, 4, and 7. You are going to get ready for research on the highest level with your company name.
- You are going to show the world that you are not just about making money. That you as a person and your company is pretty cool to work with and that they can trust you and you not just about making money.
So, for Today’s Growth Growing Businesses Today, today we need to be ready for Research. I am Ken Courtright signing off. You guys are awesome. See ya!