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~ whisper ~

Sales + Inbound Marketing + HubSpot

Oli Billson Grew 175 Franchisees and a Team of 29

Posted by Wes Schaeffer | July 07

Humanize and be yourself to maximize your promotions

Stream below or right click here to download the episode. 

Sales Tips you'll learn in The Sales Podcast...

  • Started as an entrepreneur at 15 building custom computers and exporting them to the Far East
  • His father was an entrepreneur
  • Created a window tinting business and training people to do it
  • Started franchising another business and built it to 175 franchisees internationally
    • Vehicle remapping
    • Calibrate software on thousands of variants
  • Was a national tennis player but broke his wrist at age 14 so his interests and focus changed
  • It doesn't matter how good you are in business—McDonald's doesn't make the best burgers—it's the system to get and keep customers that makes the difference
  • Oli went into research mode and found direct response marketing like Dan Kennedy
  • Created his own predictable system for acquiring customers
  • Married it up with marketing automation (Infusionsoft)
  • He got frustrated giving clients advice and consulting and they wouldn't implement
  • So he created a service to do this for his clients
  • You need to create your own end-to-end funnel
  • Keep it simple
  • Start with an asset audit
  • Focus on one thing and do it well
  • Focus on these three as well:
    • Your existing list—present offers to them and segment them. The money is in the list if you know how to work it.
    • Intentional traffic—people are looking on Google for what you offer
    • Understand Facebook targeting is an "interruptive" form of marketing vs intentional
  • So understand your message-to-market match
  • Someone searching on Google for a local chiropractor doesn't want to be taken to a squeeze page with a free report opt-in for a guide
    • They have an intentional mindset
    • Put them into a call scheduling sequence
    • They're in the middle to bottom of funnel stage
  • Your Facebook approach would be different
    • Start at the top of the funnel
    • Have an understanding of their mindset
    • Your CTA must match the stage of your prospect's pain
    • Your keywords must match like "last minute chiropractor appointment" to capture those who are injured or in pain now
    • Have a "click to call" and capture the lead from the call and have a sequence to nurture them
  • This takes work
  • Strategies change
  • He has run the same offline-to-online nurturing funnel since 2004
    • The messaging is still working
    • It took time to test it and find the right message
    • He is constantly refining the segmentation of the list
  • Sometimes the most expensive leads become the best, most profitable customers
  • Get good at marketing to create income at will
  • But understand the phases you'll go through in your business
    • Maybe you can bring in others to help you perfect and run your marketing
    • Strive to own a business vs. being just self-employed
  • Oli had to get good at everything but he realized he had to build a team who could do things for him
  • There's a big difference between delegating and abdicating
    • People will not grow your business for you
    • You need a clear vision with priorities for your business
    • Define what success looks like
    • Now you apply speed
  • Few people need more information...you need to implement
    • Find a team that is aligned with you
  • Outsource vs in-house?
    • Project manage vs employer
    • You need process managers and project managers
  • What is your decision-making process for hiring, firing, delegating?
  • 29 staff with 16 core members

Catch Up on Previous Episodes of The Sales Podcast  

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Links Mentioned In The Sales Podcast

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Ask me your question

If you need more help growing your sales, check out the following resources scattered around this site and a few others I operate, such as:

Good Selling,

Topics: The Sales Podcast, Entrepreneur, Podcast, Social Entrepreneurship, Inbound Marketing, Oli Billson

Written by Wes Schaeffer

The Reassuringly Expensive, Ruthlessly Pragmatic pig-headed entrepreneur dedicated to discovering proven, transferable, effective tools for creating inbound sales so he can help you automate, integrate, and dominate your niche.


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