Feb 23, 2022
Learn More Earn More Business GrowthPodcast
Host: Brian Webb
Episode 45: The B2B VIP Sales Funnel To Add$1MM+ To Your Revenue This Year
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VALUE BOMBS
Are you a B2B business? Is the average annualvaluation for a customer five figures, six figures, or sevenfigures annually? If so, you're in the right place at the righttime. I'm going to explain the VIP Funnel that I've engineered foryou to use to go after your top dream 100 customers in a waythey've likely never seen before.
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CreativeMarket - Graphic Design & Creative TemplateResources
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TRANSCRIPT
Brian Webb:
Are you a B2B business? Is the average annualvaluation for a customer five figures, six figures, or sevenfigures annually? If so, you're in the right place at the righttime. I'm going to explain the VIP Funnel that I've engineered foryou to use to go after your top dream 100 customers in a waythey've likely never seen before. Let's jump in.
This is the Learn More Earn More Business GrowthPodcast.
Hey everyone. Welcome to the show. I'm your host,Brian Webb. This podcast is designed to be your number one premierplace to learn the framework secrets and grow hacks, to grow andscale your business smarter and faster. While you're working onpursuing your dreams and growing your business, I'll be here tohelp you make better decisions and avoid costly pitfalls andexpensive mistakes along the way. So, let's go ahead and jump intotoday's episode.
Welcome back to the show everyone. As I mentioned, ifyou're a B2B business, if a customer annual valuation representsfive figures, six figures, seven figures, or even eight figures ormore, you are going to want to hear about the sales funnel that I'mcalling the VIP Sales Funnel, which leverages the power of shockand awe. While I believe it was Dan Kennedy, who is arguably thegodfather of direct response marketing, I believe I heard DarrenHardy, former publisher of Success Magazine or editor in chiefrather say the same thing, which is, "When you are going afterhigh-value customers or clients, you can't just send them abrochure. You can't just rely on your website. You have to shockthem. You have to awe them. You have to completely rise above thewhite noise of mediocrity that is your marketplace to get theirattention."
It takes time. It takes some creativity and it takescommitment. So while I can in no way give you the comprehensive,full layout of what this funnel looks like in a podcast, since itis an audio format, I do want to explain it to you and cover someof the highlights of why it's so powerful. So let's talk about stepone. The very first thing that you'd ever want to do if you'regoing to leverage this kind of a funnel is come up with a list ofyour dream 100 customers. Think of dream 100, by the way, as theminimum number of high-value prospects that you want to target. Itmight have 200 or 300 people, but probably focusing on 100 peopleat a time is more than enough to keep you busy for a while. Onceyou've attacked that list and you've targeted them, maybe then goonto another dream list of 100 people.
So now that we have a list of your top dream 100customers, we are going to come up with something, I have an ideafor that I'm going to share with you, but it's certainly not theonly idea. But we are going to come up with something that we aregoing to send to them that is almost guaranteed to not beignorable, that's almost guaranteed to not get thrown away as soonas you send it. And even if they don't engage with you right away,there are some hooks in this funnel that are going to allow you tocontinue to target them and tell your story to them over time. Solet's continue to dig in.
You've already created your list of your dream 100absolute top best customers that you would absolutely love to workwith. Number two, we are going to come up with all of the addressesand the names of those people so that we can send them something inthe mail. Yes, I'm a digital marketer. We are going to send themsomething physical to their address. T.
Three, we are going to leverage the power of shockand awe. We're going to do that multiple ways. They are going toknow pretty quickly that we have thoughtfully decided to get intouch with them. That we have put some time and effort into gettingin touch with them. Does this guarantee they're going to work withyou? Absolutely not, but you have a much, much better chance thanif you just run an ad or if you just send them your brochure orthat you hope to just bump into them at the next industry tradeshow. In this particular case, I'm going to suggest that you puttogether a book and when I say a book, I mean a hardcover, dustjacket, well designed, beautiful pearl high gloss paper inside.It's going to be targeted just to your dream 100 and I'll breakthat down in just a moment.
Here's one of the big takeaways. The book is mostlygoing to be about them. One of the principles, one of the guidingprinciples that I teach my clients is what I call the [Wiffen00:04:45] principle, "What's in it for me?" In other words, if youmake a big, beautiful, gorgeous book, and all you do is turn itinto a brochure about you, then you will have failed. The contentthat goes into the book has to be mostly 70, 80% or more completelyabout them. Remember, the purpose of this effort is not to sellthem on doing business with you. The only purpose of this book isto sell them on spending time with you on that initial VIPencounter. And you might say, "Brian, how do you do that?"
And I've got the answer. Consider inviting them tosome type of a VIP event. Now I realize that some industries haveregulations and you have to work inside of those as to what you areor are not allowed to do to basically court your prospects. Butassuming that that's not going to be a limiter in this case, we'regoing to keep talking about it. So consider inviting them to awhite linen steak dinner. Consider inviting them to a big firstclass sporting event in your area. Dan Kennedy once also said, "Hewho is willing to pay the most to acquire a customer wins. They winevery time." So this VIP Funnel, that's leveraging the power ofshock and awe is basically trying to rise above sales speak andyou're going straight for the throat. You are targeting the personthat you want to bring into your fold, and you're showing them howcommitted you are to creating that relationship with them.
So if you do decide that making this book, which bythe way, you might be thinking, "Brian, I can't go get 10,000copies of a book done," well, one good news. You don't have to. Andsecond, if you did, it would defeat the purpose. One pro tip that'svery important about this funnel is that each book you create,one-off, one at a time should be on a per-person basis. Meaning ifyou were going to send this book, this invitation to Tony Robbins,it better have Tony Robbins' name all over the book, the cover, theinside, the cover letter, everywhere. It needs to be quicklyconspicuous to Tony Robbins, assuming he's your target, he's ourplace holder target for today, it needs to be quickly conspicuousto him that that book is just for him. You did not mass producethis, and it was just for him.
And if you're looking for a resource to get that bookmade, go check out, blurb B-L-U-R-B.com. You can literally orderbooks one at a time, and I'm talking for 30, 40, 50, 60 bucks abook. It is not cost-prohibitive. And even if it was moreexpensive, if you're going after a target that represents 5, 6, 7,or eight figures or more in annual value to your company, this isjust pennies in the fountain.
The next pro tip. You must do one of two things.Either have it courier delivered if your dream 100 happens to workin the same region where you are. If they're not, either use UPSPriority or use Federal Express. Believe it or not, how you havethat book delivered is almost as important as the gift or thegesture itself. Here's why. The bigger your target is, the morelikely it is that they have a gatekeeper.
It could be their assistant. It could be thereceptionist that is literally deciding what mail makes it ontoyour target and what doesn't, what gets thrown right into thetrash. So if you're going to go through all of this effort tocreate this shock and awe package to send off, don't pinch pennieson how you deliver it. The worst thing you could do after goingthrough all of this time and effort is to have it merely thrown inthe trash because it arrived with all of the other junk mail thathits their inbox or rather their mailbox every single day. Imentioned it earlier, but again, this book should look likesomething that would look beautiful and blend in with all of theother books in their library, on their bookshelves. So, gettingthis book designed beautifully is important.
I'll restate again, the recipient's name should be onthe cover of the book. It should be in the cover letter of thebook. It should be used intermittently throughout the various pagesof this book so that they know unequivocally that this book wasmade just for them. We'll get back to the show in just a moment,but first, a quick word from our sponsor, Whatbox Digital.
Do you want to grow and scale your business betterand faster with fewer mistakes? Of course, you do. Then you're inthe right place right now. Like so many others, you're tired ofrelying on a failed hope marketing system, where you're spendingvaluable time and money on marketing, and then hoping it works.You've thrown away tons of money towards marketing mistakes andfailures, and you wish you could get all of that money back. Whenyou don't have a reliable system for generating leads and acquiringnew customers, then you're doomed to suffer from industrydownturns, lumpy cash flow, and ultimately higher stress andsleepless nights. I'm Brian Webb, the CEO and senior guide atWhatbox Digital. I know where you are and I've been there before.It pains me to watch business owners and entrepreneurs suffer fromrelying on hope and bad advice that simply doesn't work.
I've had the privilege of owning and leading asuccessful marketing agency in the greater Houston metroplex foralmost 20 years. Having worked in over 60 industry verticals, I'veled my team and clients to achieve business growth time and timeagain. And that's exactly what I want to do for you. Our marketingstrategy playbook consulting engagement allows us to do just that.In just four weeks or less, we'll take you through our three-stepprocess that will open your eyes to the readily available growthopportunities you need, want, and deserve. To learn more or justget started, simply go to whatboxdigital.com/strategy and click the"Get started now" button, or just text the word "Playbook" to (832)324-2432. Don't waste another day or another dollar on failing hopemarketing strategies that do not work. If you want to grow andscale your business better and faster and with fewer mistakes, youare in the right place. You need to get unstuck. You need a planand we're here to help. Let's get started today, right now.
Now on the cover letter of the book, leave a placefor your signature and a postscript, a handwritten postscript. Thisis one more indication that this book was not mass-produced. It'sletting them know that you actually took the time to sign it. Andin your postscript, if you know anything about that person, whichNFL football team they love, which college they went to, whichsporting activity they love, reference that in the postscripts.Basically, this is your opportunity in a handwritten note to letthem know that you cared enough to know something about them. Let80% of the book or more be about the call to action that you wantthem to take. If you're inviting them out to a steak dinner, steakand lobster, then make the book look like it was created by afive-star steakhouse.
If you are an avid golfer and so is your prospect,your target, your dream 100, the book should probably have the lookand feel of a country club, Pebble Beach. In multiple forms atleast twice, if not three times, lay out what you're inviting themto do, give them an easy way to do it. Give them an easy way ormultiple ways to reply to you in a way that's convenient for themand then let everything in that book be the biggest, juiciestcarrot that it can possibly be. So just as a quick example, ifyou're inviting them on a weekend golf getaway, talk about themeals that they'll have, show them images of the gorgeous vistaviews, use images and text to depict what that's going to looklike, a five-star resort experience. I could go long on this.
Obviously, there's a bunch of ways that we could dothis. For the sake of time, I'm just trying to give you a quickidea to spur your creativity. This next part is really important.Leverage the power of QR codes, and there are multiple reasons youwant to do this. QR codes stand for quick response. Coming throughthe COVID pandemic, almost everyone knows what that is now becauseof restaurants no longer have they had menus, physical menus.Everyone holds their phone up to the QR code. It just takes you toa web browser, which then takes you to the menu. But you can usethis to grow your business.
This next part is an extra step, but it's going to beworth it for you because we've already determined, this customercould represent $50,000, $100,000, $500,000, $1,000,000,$10,000,000 a year to your company. It's worth it. Because rememberwe're not mass producing this. We're hand-picking 10 people at atime, 50 or 100 that we feel like are our dream customers.
For everyone that you send this book to, you aregoing to create a companion landing page. On that landing page, thelook and feel should look like your brand and their brand had ababy and that baby is the landing page. It should look like you arealready under the presumption that you're going to work together.Use your brand colors, use their brand colors. If you want to takethem golfing, have images and background videos of golf courses andpeople enjoying the sport. But at the top of that landing page isgoing to be a video from you speaking right into the camera,talking just to them. You are going to mention the recipient byname. You're going to give two or three reasons why you would loveto do business with them. And you are going to use your tone ofvoice, your body language, and everything that you can to warmlyinvite them to the event that the book has done so in writing andin images, visually.
Now let me tell you why you want to do this. One,nobody else is doing it. I guarantee you that. None of yourcompetitors are doing this. You've probably heard it said thatthere is never a traffic jam when going the extra mile. Second, youwant to know if they read the book. If they scan that QR code, theone that takes them to that landing page with your video, you'regoing to track that QR code and you're going to, at the very least,know that the recipient that you sent it to took the time to scanthat QR code, which means there's a good chance they watched thevideo that you made for them. Now, what if they stop there and theydon't take any action? You should have additional steps in thefunnel where there is follow-up, LinkedIn follow-up, emailfollow-up, even using direct response print mail follow-up.
You're not going to go through all of this effort andthen just hope they do something. You are going to follow up untilthey basically tell you, "Yes," or "Leave me alone." But oneprinciple I also teach, this is a guiding principle, is that ittakes people a long time, sometimes dozens, 21 to 24 times minimumbefore people go through the three phases of a relationship,meaning they had no idea that you existed, but now they haveawareness. Then you develop trust through enlightenment over timebefore they finally get to a commitment. So this is a numbers game.Not everyone, in fact, most of the people that you send this bookto are not going to ever take you up on your offer, but you don'tcare because if one out of 100 does, it was still worthy of thetime and money invested to get that new customer.
And obviously, we're shooting for more than one. Aconversion rate can be much better than that. But let's assume thatthey sit still and freeze right there and they do nothing. Sinceyou're doing this right, you have attracted them to a landing pagethat has all of the tracking pixels on it. Why do you care aboutthat? The reason that you care is because now you can continue totarget them with retargeting ads on Facebook, Instagram, LinkedIn,YouTube, Google. And by the way, I could do an entire podcast justabout the clever ways to tactically retarget them. But at the veryleast, if they had no idea that you existed the day before they gotthe book or the day before they scanned and arrived at your landingpage, you now have the opportunity using retargeting videoadvertising online to continue to tell your story, to continue toenlighten them, to continue to build trust over time and authorityand demonstrate empathy.
So, as I mentioned in the beginning, it's pretty muchimpossible to fully flesh this out over a podcast since it is justan audio platform, but I wanted to give you the broad vision ofwhat this is. You are targeting VIP customers who represent a lotof growth opportunities for your business. You are leveraging thepower of shock and awe, you are doing something that none of yourcompetitors are doing. And you are showing up in a way that isthoughtful, that is innovative, that is hyper-targeted, that isintentional. You are doing everything you can to show up in a waythat you can't be ignored. Not everyone is going to work with youright away, but I guarantee you, you will have made an impression,a very, very good impression. And even if you have a 2%, 3%, 5%close rate, since we've already established that each one of thesetargets could represent 5, 6, 7, or 8 figures a year in annualvaluation for your business, the results are going to bephenomenal.
If this is something that you'd like to unpack alittle more, or you just flat out need the help of getting thisexecuted, reach out to us at Whatbox Digital. Go towhatboxdigital.com. We're here to help. Or if you just want tostart the conversation, text me (832) 324-2432. Drop the words VIPand your name into the text and we can start a conversation. That'sit for this week. More great stuff coming soon to help you growyour business smarter and faster. Let's keep going and growingtogether. I will see you on the next episode.
Thanks for joining me today and listening to thisepisode of the Learn More Earn More Business Growth Podcast. We canbe found on all the major platforms like Apple Podcasts, GooglePlay, Spotify, Pandora, Stitcher, and even Amazon Music. Igenuinely hope you enjoyed today's episode and if you did, I'd behonored if you'd subscribe to the show and leave us a rating and anhonest review. I'd love to connect with you on Instagram. You canfind me at, @BrianWebb and the show sponsor, Whatbox Digital can befound at, as you might guess @WhatBoxDigital. You can also find mein Whatbox Digital on Facebook and LinkedIn with the links and theshow notes. This will allow you to stay up to date and never missout on exciting new announcements, events, special offers, andopportunities and you'll be in the know when we drop a new episodeof the Learn More Earn More Business Growth Podcast.
And if you'd like to send me a DM on Instagram to sayhello, or share your thoughts on how we can make this podcast evenbetter for you, I'd love to hear from you. Again, thanks forlistening. Let's go and grow together. I'll see you on the nextepisode.
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DESCRIPTION
The Learn More Earn More Business Growth Podcast issponsored by Whatbox Digital, a marketing and consulting agency inthe Greater Houston Metroplex. This podcast is your premier placeto learn the frameworks, secrets, and growth hacks to grow andscale your business and revenue smarter and faster.
