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Let me tell you a short story about John.
John has two children, a daughter (4) and a son (7).
And he’s looking for a new car.
He did some research online.
And end up going to a second-hand car dealer not too far away.
When he arrived, he looked a bit around at the parking lot to see if they had any interesting cars.
But he was a bit overwhelmed with all the options, so he walked over to the car salesman.
He intended to ask if he could recommend any cars for his situation.
Porsche Cabrio
But instead of listening to his wishes, the salesman immediately starts telling John about the Porsche Cabrio that came in recently:
John tries to interrupt him to let him know that he’s actually looking for a big family car.
But the salesman just keeps pushing about why that Porsche is so great:
– 143 horsepower.
– no damage…
– comes with a 2-year warranty.
It’s just a fantastiiiic car.
But…
..it’s not what John is looking for.
So he decides to stop trying with this weird guy and goes to the car dealer next door.
A man approaches him, and John immediately noticed that this was different.
The conversation goes like this:
“Hello, my name is John. I’m looking for a car.”
“You came to the right place, John!”
“Tell me, do you have any children?”
“Yes, two.”
“Aha, I see.”
“And are you intending to use the car in the mountains or maybe to pull a trailer or caravan?”
“Yes, we like to go on holiday once a year with our caravan.”
“That’s lovely! I also like to go camping once or twice a year with the kids near the lake.”
“Anything else you don’t like about your current car?”
“Yeah, the trunk is a bit too small. My oldest is doing football and when we pick up his buddies all the bags never fit. ”
“Ok!”
“Here’s a great family car that I think will be perfect for you and your family.”
“It’s a Ford S-Max from 2015.”
“It has airbags in the front and in the sides, drives easily up to mountains with a caravan behind, has screens for the kids in the back so they’re entertained while you’re driving and has a massive 320L trunk that’s big enough for the whole team.”
“Wanna take a test drive, John?”
.
.
Do you see how the salesman mentioned all the features John would probably care about?
He listened to his situation:
– two kids, so the car has to be super-duper safe
– holiday with the caravan so the car has to be powerful.
He listened to his struggles with the current car:
– Boot is too small, so the car needs a Big Boot.
And he tailored his pitch completely to his answers and showed John the perfect car.
So, look.
I’m not trying to teach you how to sell a car to someone.
It’s just an offline example of how most online sales go.
People want to be listened to.
But the truth is, most companies don’t have a clue whom they’re talking to online.
They send mass messages/emails to their whole list and completely ignore the fact that everyone has different problems & needs.
That’s why you have to segment your audience.
So that you can personalise your messages & emails, so you are more relevant.
And if you’re more relevant, you’ll sell more.
.
.
So, how do you do this online?
You can’t ask every lead about who they are, their struggles, and their wishes.
That would require a large sales team.
That’s why you need an automated segmentation process through ManyChat.
Start by asking who they are?
And what their biggest problem is?
And what the best way is to help them?
Every time someone gives an answer, it gets stored as a tag.
And we can use that tag to customise our messages, emails and website based on that tag.
By doing this, you can share content that’s more relevant to your audience so it helps them better.
And it allows you to send more relevant offers.