Building a National Audience
I've had the privilege of speaking with Sunil, a seasoned entrepreneur and business owner, to discuss the intricacies of building a national audience for small businesses. This blog post is a reflection of that rich conversation, packed with strategies, insights, and actionable advice for any business owner looking to expand their reach.
The Entrepreneurial Spirit: Sunil's Story
Sunil's journey is nothing short of inspiring. With a background in engineering and computer science, he made the leap into entrepreneurship by starting a software coding business. His pivotal moment came when he met a mentor who revolutionized his approach to marketing and business generation. Sunil's experience extends to mentoring and coaching other business owners, and he has a wealth of knowledge in marketing strategies, particularly in leveraging platforms like Meetup.com to build communities and reach a global audience.
The Art of Marketing and Sales
Our conversation delved into the core principles of marketing and sales. Sunil emphasized the importance of strategic messaging and focusing marketing efforts on the right areas. He reminded us that despite technological advancements, the enduring fundamentals of human nature remain central to marketing and sales.
Leveraging Meetup.com for Community Building
Sunil shared his expertise on using Meetup.com, a platform that allows individuals to join events based on their interests and enables organizers to host and promote their own events. He detailed how he used the platform to build communities and promote webinars, reaching an impressive audience of over 200,000 people over ten years. The law of large numbers was a focal point of our discussion, with Sunil suggesting that reaching 20,000 to 30,000 people could take about three years.
Understanding Your Market and Choosing the Right Tools
It's crucial to understand your target market and develop a marketing plan before selecting tools like Meetup.com. Sunil pointed out that the platform is particularly beneficial for executive coaches, consultants, and experts in specific areas, especially those offering services or products with price points between $500 to $15,000. He also noted that while software and certain products can sell well on Meetup.com, it may not be the best fit for higher-level executives or corporate decision-makers.
The Power of Messaging and Emotional Engagement
Messaging is key, and Sunil stressed the importance of focusing on benefits rather than features. He discussed the use of brain science and psychology to craft compelling messages that resonate with the emotional needs and desires of the target audience. Understanding and addressing the emotional components of a customer's journey is essential in decision-making.
Sales and Communication Models
We explored various sales and communication models, including neural linguistic programming (NLP). Sunil highlighted the importance of developing a personalized and natural style when engaging with potential clients, and how NLP can be used effectively in live group environments to foster trust and engagement.
Customer Service as a Differentiator
Customer service is a critical factor in differentiating a business and fostering repeat sales. Sunil emphasized understanding why customers choose your business and using that insight to refine marketing strategies. Identifying additional customer needs post-purchase and creating programs or referrals to meet those needs is also vital.
A Three-Stage Approach to Business Growth
Sunil outlined a three-stage approach for businesses aiming to scale:
- Identify an ideal premium service offer.
- Design a discovery session or free consultation.
- Create a sales funnel to attract more people to your offerings.
Conclusion: Expanding Your Reach
The insights shared by Sunil are invaluable for any small business owner looking to build a national audience. The strategies and considerations discussed, from platform selection to emotional engagement in marketing and sales, provide a roadmap for expanding your reach and growing your audience. As we continue to navigate the evolving landscape of business, these lessons serve as a guide to achieving success on a national scale.
Remember, building a national audience is a journey that requires patience, strategic planning, and a deep understanding of your market. By applying the principles and strategies discussed in our conversation, you can set your business on the path to national recognition and success.
The recording of my entire Livestream with Sunil Bhaskaran, on the Small Business Pro University YouTube Channel…
