getajob

Get a job!

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How to Get Bigger Results by Examining Your Customers

Smallest Needs

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I’m Tara Gentile and I believe you are the New Economy.

Our agenda:

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• Understand the difference between "buy in" and "buy now."

• Learn how your big Why might be getting in the way of more sales.

• Discover the 4 categories of value and how to use them to better communicate with your prospects.

• Apply your customer's perspective to create offers that sell easily & messages that spread rapidly.

• Question & Answer

There’s a difference between...

Getting buy in

Getting the buy

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This is true:

““People don’t buy what you do, they buy why you do it.”

-- Simon Sinek, Start With Why

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This is true:Purpose drives buy in.

It gets attention.It motivates and excites.

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This is true:

But it doesn’t help people to “buy now.”

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Answers, outcomes, and functionality drive purchases.

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How do you communicate the value of your offers in a way

your customers understand?

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We buy products to help us accomplish jobs.

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Let’s figure out what those jobs might be.

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It starts with a conversation.

Understand the market:

““Markets are conversations. Conversations among human beings sound human. The

human voice is typically open, natural, and uncontrived. People recognize each other

by the sound of this voice.”-- The Cluetrain Manifesto

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Understand the market:

How would your client talk about their needs or

questions to their friends, colleagues, or spouse?

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Understand the market:Take the perspective of your Most Valued Customer. Write

down everything you imagine her thinking on this topic.

Only use 1st person.

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Ask yourself:

What job are you trying to help your customers

accomplish?

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Ask yourself:

““What are people going to stop doing once they start using your product?

What does your product replace? What are they switching from? How did they do the job before your product came along?”-- Jason Fried, 37Signals

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Jobs fall into 4 categories.

Behaviors“I want to change the way I act from

this to that.”

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this to that.”

Skills“I want to learn how to do this.”

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this to that.”


Beliefs“I want to change

the way I think about this.”

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this to that.”


Beliefs“I want to change

the way I think about this.”

Identity“I want to change

who I am.”

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The more concrete the job, the easier it is to sell.

Behaviors“I want to change the way I act from this to that.”


Beliefs“I want to change the way

I think about this.”

Identity“I want to change who I am.”

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What’s the job?Name the one job your

customer wants to complete by putting it into one of the 4 categories: behaviors, skills,

beliefs, identity.

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What’s the job?The key to successful product

development: taking the perspective of your MVC &

understanding the job she is trying to accomplish because

they’ve bought into your vision.

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What’s the job?Look at your current product or

service offerings:Do they represent clear jobs your customers are trying to accomplish on the path to

achieving your vision?

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Recap:• Use your big Why when you’re trying to achieve “buy

in”

• Speak to the jobs your customer is trying to get done when you want to achieve “buy now”

• Use your customer’s language to identify the job she needs to complete.

• Jobs fall into 4 categories: behaviors, skills, beliefs, and identity.

#getajob

• Identify opportunities based on your customers’ needs & desires in a way that leads to massive impact

• Evaluate your marketing, sales copy, and offers from your customers’ point of view to ensure success

• Communicate in a way that allows your message to spread rapidly and easily

• Apply your learning to content strategy, strategic partnerships, and your business model to create sustainable business growth

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