The Cash Flow Contractor Episode 14

14 - Website vs. A Salesman

14 - Website vs. A Salesman14 - Website vs. A Salesman

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The Cash Flow Contractor Episode 14

14 - Website vs. A Salesman

October 13, 2020 Khalil Benalioulhaj & Martin Holland View the website

Story of the Show — Benali started working with a new client who had some issues with their digital presence, so we came in to help them with that. They had two salespeople and they were frustrated with their lack of performance. They wanted to go directly to the consumer. (4:41)
What is a “good” salesman? (6:56)
What are the downsides of the old way of doing sales where the customer had a relationship with the salesman, but not the company? (8:59)
Sell to the right product or service to the right person at the right price. (9:34)
The jobs don’t always go to the lowest bidder! (10:23)
Why is it so important for your marketing and sales to be aligned? (11:35)
Want to quit cold calling? Here’s how. (14:52)
Benefits of a website vs. a salesman. (15:45)
Outbound marketing vs. inbound marketing. (16:47)
Your website can become an archive of all of the things your customers want to know. Then you can build on it and improve it over time. (20:18)
Do you really need a website? Yes! Because people DO judge a book by its cover. (22:52)
What does it take to make a website successful? (24:15)
The power of a CTA. (24:52)
Your website should have clear answers to your customer’s most frequently asked questions. (28:42)
Provide proof that working with you is the right decision. (32:24)
The dreaded Gap of Disappointment. (35:46)
What problems have we seen websites solve? (38:18)
It’s time to get rid of your 90s website! (39:43)
Can a website replace a salesperson? (43:16)
Mount Rushmore — Biggest mistakes we see on a website (45:24)
Quotes of the Day — “People love to buy, but they hate to be sold.” — Jeffrey Gitomer; “When you have a brand, people can actually get to know you first and then they feel better about pulling out the credit card. A brand is not your website or logo. A brand equals your reputation.” — Dave Gearhardt (53:36)
One Thing You Can Actually Go Do — Open up your website and look for a CTA. Add one if you don’t have it. If your banner is just your company name in huge letters, make it smaller and add 3 things your customer cares about instead. Get help from an expert if you need it. (55:50)
Closing the story — Remember the client from the beginning of the episode? We worked on their branding, website, online content, and social media. The result? They won some six-figure jobs right out of the gate. In 18 months, we’ve raised their sale 50% through marketing alone, even after letting go of their salespeople. It’s allowed them to acquire a second branch of the company in a different city, and that branch does have two salespeople. The new sales team is now using all of the work that we’ve done on their website over the last 18 months and referencing it on sales calls. (56:49)
Ethan’s Insights — What does he think is more important, salespeople, or a website? (59:00)

Quotable Moments

“Good salesman can sell without disrupting everything, but more than that, they cultivate relationships with customers on behalf of the company, not on behalf of him or herself.” — M
“They know their audience, they know their needs, and then they sell the right products and services at the right price.” — K
“That’s the power of inbound. Your customers, your clients can go and do all the research they want without even talking to you. So are you going to be there for them to do research with you? Is your website going to pull up to give them the answers they need?” — K
“You go be a contractor and get one more job and you’ll pay for all of [your marketing].” — M

Mount Rushmore

See the name of the company in big letters above the fold
No CTAs
Too much text that tries to be clever rather than clear
All about the company and not about the customer — Martin’s GW
Knowledge curse (too much text that doesn’t speak at the customer’s level) — Khaili’s GW
Not using a CRM (we use HubSpot)
No transitional calls to action
No gallery of work

14 - Website vs. A Salesman

14 - Website vs. A Salesman14 - Website vs. A Salesman

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14 - Website vs. A Salesman

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