Are “potential customers whose life time value mean millions to your business” walking right past you? The ones that will likely love you, your products, and your services for 90 years? “It’s been said that the object of the first sale is not to make a profit, but to acquire a customer,” and that’s exactly what I think about each and every time I approach a prospect, either online with my ad copy, automated sales funnel, or in person.
If your product offers enough value, makes your customers life better, solves their problems and gives them a competitive advantage over their competition, then it naturally feels great for them to continue doing business with you. They can’t say no. Why would they? It doesn’t make sense to.
“Here at Designzillas, SEMrush plays an integral role in our daily operations. We rely on SEMrush to help manage both our company and client sites. One of the most useful features we regularly make use of is the site audit feature. This tool is extremely powerful for our team because it allows us to determine the overall health of existing and new client sites that we launch. The site audit also provides us with a list of errors and warnings that should be fixed to help optimize the site. What helps set this feature apart from the competitors is that SEMrush provides detailed information surrounding each error and warning, including the exact problem URL and the date the issue was discovered.
This allows our team to take more knowledgeable decisions towards eradicating problems areas of a given site. A second set of features that we make use of lies within the position tracking feature, some of the most important being the keyword ranking feature and the competitor discovery feature.
The latter is important to us because it allows our team to better understand how key agencies within our digital ecosystem are performing. We’re better able to pivot and adapt to digital trends because of these two aforementioned tools. The depth of information and the clear presentation of data within SEMrush makes comprehension much quicker for my busy team.
Every day we continue to explore new features of the platform. The ability to seamlessly export data sets has added to the true value of this product. I expect future iterations of the SEMrush brand to be on the cutting edge of what is possible. I look forward to the private beta tests you mentioned. Please do not hesitate to keep our team updated with new SEMrush-related updates. Thank you in advance for your continued support. I look forward to hearing back from you soon! “ – Johnny Hughes, CEO & Founder of Designzillas.com
When it comes to business, the “game” is retention. Improving retention and LTV (life time value) of your customers is at the core of SEMrush. It’s in our “blood” because when you are selling a tool that makes your customers “love you for 90 years” you can afford to take a “loss” on the initial customer acquisition.
If anything is for certain, it is virtually guaranteed that as the web matures and more and more businesses jump into “online advertising,” the keys to unlock your customers’ attention will increase and your CPC (cost per click), CPM (cost per 1k impressions), and overall budget for your quarterly media buying calendar will continue to increase along with it.
According to David Spark in the book Three Feet from Seven Figures, the madness of demand doesn’t stop online. Companies like SEMrush spend as much as $5,000 to $35,000 per hour for people like myself to exhibit at a trade show floor.
Yes, you read that right! After all the sponsorships, all the preparation and travel fees, it costs exhibitors a fortune to exhibit at events; making it that much more important to squeeze out every once of power, out of every event, each and every time. So how do they do it?
After reading Three Feet From Seven Figures, going through the SEMrush training, and having some success and setbacks on the event floor, I decided to incorporate some of my experiences into 7 things David Spark suggests you must do to successfully play from “the last three feet” when working the event booth. “With So much riding on person-to-person selling, especially at trade shows, can your business afford not to learn the techniques in Three Feet From Seven Figures?”
In step one, David talks about breaking the ice and recommends that you imagine every prospect being a “multi-million-dollar lifetime value figure,” your best customer, someone that will “love you” and your services for 90 years. Even if they are not the person who ultimately signs the deal, they maybe a connector or an influencer over someone that ultimately will.
Future pacing yourself to the moment where you are signing that seven figure deal before approaching the attendee will help you establish the certainty, and excitement you need to come though when you fire your first words and “break the ice.” Even writing “signing seven figures” makes me smile.
But then what? What do you actually say? In the book David goes into detail on the 7 steps. In Step 1, “Breaking the Ice” he suggests asking an open ended question like “See anything cool at the show?” and even makes an entire list of opening lines to use on page 33, but if you want to get that entire list I highly recommend you get the book here.
It’s hard to ignore a question, so leading with one as a start to your conversation can be very powerful. After Step 1, David Goes into strategies and details for:
Step 2: Creating Rapport. Step 3: Qualifying the Person Quickly. Step 4: Telling your story. Step 5: Collecting conversational information. Step 6: Ending the Conversation, and Step 7, Repeating the cycle.
When attending SMX East and Ad: Tech NY I had a very similar process. In fact, it was almost identical. To get more insight into my strategy at both these events, I highly recommend you read my post, “SEMrush Selfies: Paul Goes To SMX.”
What tensions and problems are they facing in their business? What are their dreams, their goals for the future? After you figure out their movie you can position yourself and your product as a character to help solve those problems.
Because SEMrush is the world's leading competitive intelligence tool, allowing you to reverse engineer your competitors’ traffic strategy, unfairly steal all of their secrets, and crush your competition... I simply do what David suggests in Step 5, “collecting conversational information” or what I call “intelligence” and then match the problems revealed in the conversation to different features of the tool that can solve them; naturally guiding the path of conversion, one benefit, and advantage at a time.
I Give "Three Feet" Five Stars
Overall I loved the book and give it 5 stars. It is the most detailed guide on “trade shows” that I have ever seen.
For more information on Three Feet from Seven Figures: One-on-One Engagement Techniques to Qualify More Leads at Trade Shows is available at ThreeFeetBook.com. Spark's business also offers comedian-led trade show training.
If you are interested in meeting some of the giants behind SEMrush.com and want to see these strategies in action simply reference our end of year SEMrush event schedule below.
I sincerely hope you have found this information useful, and hope you will attend one of our exciting events soon! I would love to meet you!
Digital Summit ⇒ Dallas Dallas, TX December 8th – 9th
P.S. Join our community of marketing experts and get SEMrush’s best marketing insights, tips, and tricks straight to your inbox by simply entering your email and pressing the big blue “Get Best Articles” Button Below.
Paul Klebanov is an inbound marketing strategist at SEMrush. Paul is a highly talented and accomplished digital marketing strategist focused upon the development and execution of strategic online marketing plans. He is known for strengthening the sales and marketing sectors to lead in competitive markets, maximizing SEO/SEM and PPC efforts. Paul effectively utilizes competitive analysis, market research and statistical surveys to assess business plans and provide solutions to foster growth and increased productivity. He has a more then a decade of experience. Connect with him @paulklebanov and LinkedIn.
Disclosure: Paul and SEMrush received a review copy of this book.