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Sales System DNA

Sales System DNA. Module 3 LGO Development. Standard System Map. c1. c6. Back End. C List -p. LGO(1). SO(1)dl. SO(1). Traffic. LGO(1)dl. Back End. P List. p1. p6. First Phase. c1. c6. Back End. C List -p. SO(1)dl. SO(1). LGO(1). LGO(1)dl. Traffic. Back End. P List. p1.

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Sales System DNA

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  1. Sales System DNA Module 3LGO Development

  2. Standard System Map c1 c6 Back End C List -p LGO(1) SO(1)dl SO(1) Traffic LGO(1)dl Back End P List p1 p6

  3. First Phase c1 c6 Back End C List -p SO(1)dl SO(1) LGO(1) LGO(1)dl Traffic Back End P List p1 p6

  4. LGO • Definition • Converts Suspects to Prospects by offering an ‘information asset’ in exchange for a prospects email address • Purpose • Build Trust • Educate • Pool Your Prospects • Test your market • Types or examples • special reports • eBooks • Teleseminars • Free trials

  5. Qualities of an effective LGO • Free • Appeals only to QUALIFIED prospects • Focused on information needs of your Ideal Prospect • Instant automated delivery • Educates prospects • Positions your product as the top solution

  6. A Simple and Effective LGO • 10-Point Buyer’s Guide • One of the easiest and most time-tested and most effective LGOs you can create • Serves the needs of Investigators and Evaluators • Helps make an informed buying decision • Typically one of two formats • “Things to consider before buying…” • “Mistakes to avoid when buying…” • Examples • “10 Foolproof steps to Choosing the Right Training Program for Your First Triathlon” • “10 Expensive Mistakes First-time Triathletes Make When Choosing a Training Program”

  7. Steps to a 10-point Buyers Guide • Make a List of 20-30 Questions Prospects Might Have • How do I know which trainer to follow? • What kind of bike should I get? • Convert Your List of Questions into Declarative Statements • “How do I know which trainer to follow?” • Becomes “Select a trainer with a beginner focus” • “What kind of bike should I get?” • Becomes “Select a trainer who will show you how to get the right bike for your body” • Narrow and Refine • Aim for at least 15 points • Aim for points that can be explained in 3-4 paragraphs

  8. Steps to a 10-point Buyers Guide (cont.) • Fill in the Narrative • Fill in the dialogue or story that explains what the point is about • Just write, don’t edit or format • Edit and Proof Read • Expect the editing process to take twice as long as the initial draft. • Hemmingway said “I’m a terrible writer. What I’m really good at is re-writing.” • Create Your Report • Select 5-10 points and turn them into a short report • Format and add images if desired • Add title page and footer that links to your sales offer • Link to your sales offer in the body of the report • Convert to PDF and Upload

  9. Assignment • Write your LGO! You’ve got a whole week 

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