Case Study: How A Kitchen Retailer Generated £61,750 In Just 30 Days By Giving Away Free Information
Wonder how Darren, a kitchen retailer from Norwich generated an extra £61,750 in sales in one month?
The answer is – Educational Based Selling. Can you do it as well? Yes you can! Keep reading and we’ll tell you how.
We all try to increase our income and get the cash flowing. In most cases, we rely on familiar systems and try to do more of the same, hoping for a different result.
But, by making one right choice and using the right system, things change for the better. £61,750 in 30 days is a lot better!
In this case study, we’re going to show you how we helped Darren become the absolute market leader and generate an extra £61,750 in sales by using our Educational Base Selling System.
After spending over 7 years testing and tweaking this system across multiple industries and hundreds of thousands spent getting the structure perfectly nailed down, it has worked in every single industry we’ve tested it in so far.
But since we’ve never tried it in the kitchen retail business, we weren’t 100% sure if it would work. You never know until you test.
That’s why we reached out to Darren on LinkedIn and asked if he would like to be our guinea pig — thankfully he said yes.
Darren had a solid business, with a great reputation but his main way of getting new customers was through recommendations, which was very inconsistent.
Some months were busy and others were extremely quiet and he wouldn’t get even one design consultation.
Darren always knew he had a potential to scale his business and make more money if he could attract more local customers. He wanted a better, more stable way of reaching new people on a regular basis. But he didn’t know how.
Luckily for Darren, we did. That’s why our Educational Base Selling System was developed in the first place.
After hearing Darren’s story, the task was set, the challenge was on and we knew what we had to do to make his income skyrocket beyond his wildest dreams. An extra £61,750 in a month is just that.
But how did we do it? Keep reading.
How The Educational Base Selling System Positions You As The Market Leader In Your Area
How It Works:
Remember the times you’ve been given a Christmas gift, without having anything to offer in return? It was agreed no gifts but then they bought you one anyway!
Remember how you felt? Awful right? You’re left with that lingering feeling you need to repay the favour. Why? That’s the norm society teaches us, to reciprocate.
For hundreds of thousands of years, humans have used the system of giving and receiving. It’s the principle of our civilisation.
That’s why, every time you get something, you feel obliged to return the favour. And that feeling is an important foundation Educational Base Selling is built on.
By giving value in advance, without receiving anything in return, you form a bond with prospects and gain their trust.
Educational Base Selling provides information that helps potential customers make a more informed buying decision, removes any doubts and purchase anxieties and in doing so positions you as the expert in your area.
Then when potential customers decide to go ahead and make the purchase, chances are they would return the favour and buy their kitchen from you, the person who helped them in the first place.
In short, you become the only logical choice to do business with.
Don’t Just Sell to Them, Help Them!
Your sole focus becomes helping your customers as much as you possibly can by providing helpful and useful information they are looking for.
This approach is much more appealing to people, compared to asking them to call you since potential customers can find this daunting. No one likes to put themselves in a position that they might be ‘sold’ to.
Now there is a lot more to it than just giving them information, which we’ll explain in just a second. But this single, subtle change makes a huge difference and paves your way to reaching your money making potential, like we helped Darren do.
Don’t Settle for Crumbs, Take the Whole Pie!
A scientific study conducted by the Empire Research Group found that at any given moment in time, the number of people who are ready to buy right now, will count for ONLY 3% of your prospects.
So out of the entire pool of prospects there’ll be 97% who haven’t made the decision to buy but are still interested in buying.
That’s the target audience educational base selling helps you expand to. Instead of trying hard to reach the 3%, it allows you to go after the whole bunch.
This is why by reaching out and offering something more appealing than a call (information) you are able to attract both the 3% who are ready to buy and the 97% that are potentially interested in buying.
By doing that you immediately gain a much larger percentage of the market, generating way more sales from the exact same marketing effort.
Starting to make sense? Great.
How We Implemented The Educational Base Selling System For Darren That Generated Him £61,750 In Sales In One Month
Darren has been in the kitchen business for over 20 years and mainly focuses on selling high quality German kitchens with the average price tag of £15,000.
Just like many fellow kitchen retailers, Darren was stuck in a loop, keeping the business afloat.
He knew the potential of scaling his company but as a business owner just didn’t have the time or resources to figure out the best way to achieve this. Luckily for Darren, that’s what we do!
Now it’s time for magic!
Before we reveal exactly how we achieved Darren’s boom in sales and revenue, let us get into the statistics and show you what happened after we started the campaign.
We like to call these images — a slideshow of success.
This is a screen shot from our call tracking system that shows Darren received 25 calls during the first month of running the campaign.
But that’s not all — here is a screen shot from our CRM system showing the number of people that requested the free information by entering their name and email.
Here is another screen shot from our CRM system showing 8 people who have completed an online appointment form to have a design consultation.
And that’s what a 30-day business boom looks like in stats. Same owner, same high quality German kitchens, but a different system.
Now that you’ve seen the results which made Darren an impressive £61,750 in one month, lets walk you through the steps we took to achieve this.
Step 1: Discovery Process – Finding The Edge Over The Competition
First we needed to make customers realise what’s unique about Darren’s business and set him far above everyone else in his area.
To do this, we sent Darren a 7-page questionnaire to find out exactly what makes his business different and what would be most appealing to his target customer.
We then used this information to work out what edge Darren had over the competition and why his business is the only logical choice for potential customers. We found it and started wrapping all of our marketing in it.
Step 2: Research and Information Creation
It was now time for some research. We used a range of the most popular market research tools like Google Keyword Planner to help us discover what kind of information customers are looking for themselves.
Using the info from the questionnaire and the detailed market research we gathered, we worked out what useful pieces of free information Darren could give away to his target customers.
We also used Amazon to see what books are the best sellers in the industry to make sure the information we were going to offer was exactly what customers wanted, even if they aren’t sure of it yet.
Step 3: Build a Local Kitchen Brand
Next thing to do was to turn Darren’s kitchen retailing business into a recognisable brand people will know and remember. To do that, we pulled a few tricks.
First we created a new local kitchen brand for Darren that specialised in selling his German kitchens.
We built an authority website and packed it with information and attractive pictures that we gathered from the Discovery Process.
Then we associated the new brand with Darren’s existing brand. This included adding pictures of Darren on the site so people knew the person behind the brand.
We also included a local tracking phone number so we could track any calls that came from this new site.
Step 4: Create Specifically Designed Landing Pages
A landing page can mean a world of difference in a matter of seconds.
Depending on how it’s laid out, how it’s structured and what is said, a potential customer will either click away to the competition’s website or get the urge to buy a kitchen from you.
The latest industry stats revealed we now only have 5 seconds to get a prospect’s attention when they land on our website.
JUST 5 WHOLE SECONDS. That’s it. So the landing page you send prospects to has never been more important.
With this firmly in our minds, we created conversion focused landing pages to offer the information we created in Step 2.
We’ve tested over 2,000 different variations of landing pages to find the one that works the best. Take a look at the illustration below.
The landing pages do vary slightly depending on where the visitor has come from. Why? Because we need to communicate with the subconscious of the people visiting our page.
For example, the page is slightly different if the visitor comes from Google rather than Facebook as the visitor is in a different frame of mind if they specifically search for something compared to if they just see an advert for something.
The landing page had to address this if we wanted Darren’s business to start making some serious money.
Step 5: Create a Customer Survey
Next we wanted to better understand what potential customers were thinking and establish more of a rapport with them.
To do this, once a potential customer has requested one of our information guides, they were directed to a ‘Thank You’ page containing a survey for them to complete.
What does the survey do for us?
1. It validates the quality of the leads that are requesting the free guide.
2. Act as a feedback loop so we could better understand the prospects and know their fears and frustrations about buying a new kitchen.
Step 6: Integrate an Email Follow Up Sequence
Now once prospects received the guide, some of them immediately booked for a design consultation, but we knew the majority wouldn’t be ready just yet (remember, 97% haven’t yet made the decision to buy).
This was not a problem for us as we knew we could continue to nurture them via email until they were ready to buy.
These prospects received an email follow up sequence that drip fed them more helpful and useful information.
(At the time of writing 20% have since converted into customers and we’re looking to increase this to 50% over the next coming months).
The aim of the email follow up is to answer or alleviate any questions and fears or frustrations that became evident in the completed survey.
By doing that, we’re able to remove obstacles that block the decision of them choosing Darren over another kitchen company.
To make our email follow up effective and interesting, we combined the information received in the Discovery Process and those gathered in the customer survey.
We kept it short and interesting, determining the length by answers in the survey. Especially on the question: when are you looking to buy a new kitchen.
The beauty of a follow up email sequence is that it’s done automatically over a period of time and once a prospect is ready to buy and completes the design consultation application form their email address is removed from the system.
Step 7: Getting Eye Balls
After completing all that work for Darren’s business, it was time to start sending some serious traffic to the information guides. While Darren was working with a handful of customers; we were aiming for a bucket full.
We targeted a group of over 120,000 people that matched Darren’s target customers and then went to work to make sure they noticed us.
How did we do it?
First we set up Google search ads for anyone looking for a kitchen within 11 miles of Darren’s showroom. We also set up search ads for Bing and Yahoo, plus we ran some Facebook ads to men and women aged 40 plus that live in a house within 11 miles of Darren’s showroom.
(All these ads were going to the different versions of the guide landing pages.)
We also created Facebook video ads as well. This allowed us to get in front of 122,000 people that were Darren’s ideal customers.
Since Darren’s business boom was our little test, we only concentrated on a small area. Now, we’re looking to expand the area and start running YouTube ads to get Darren even more exposure.
Step 8: Our Secret Weapon
Part of the success story we create is not giving up on those who are still not sure if they want to buy. If prospects leave, we know how to get them to return.
Retargeting is our secret weapon to do this and constantly engage with anyone who has ever visited the site.
It’s a piece of code given by advertisers that we put on every single webpage. The code allows us to know what pages the prospect has visited and what ones they haven’t.
When a potential customer leaves our site, we know the best way to follow them is by displaying selected custom ads on banners on third party websites as well as ads on Facebook depending on the visitor’s interactions on the site.
In that way, marketing for Darren’s business follows prospects during their daily routine while surfing the internet, keeping Darren front of mind and encouraging them to take the next step.
Let me give you an example of how it works.
We have been sending visitors to the specifically designed free information guide landing pages from Google ads, Facebook advertising, banner ads on local sites and You Tube ads.
Of the 100% of people who click on the ad and go to the landing page approximately 45% would request a guide while 55% potential customers would just leave.
We knew people who left are interested in getting a new kitchen because they clicked on the ad but they’re not just quite ready to request a guide yet. That’s where retargeting kicks in.
We follow these people around the internet with banner ads on third party sites along with ads on Facebook driving them back to the guide they didn’t request or alternative other guides they might be more interested in.
We also retargeted people that did request the guide and followed them around with different banners and Facebook ads for a design consultation.
This massively enhanced the brand we created as the potential customers were now seeing Darren everywhere which made him look like the market leader in his area. And that’s exactly what he was becoming thanks to our system.
By relying on our Educational Base Selling System, Darren became the true market leader and the name that comes to mind when people in the targeted area think of a new kitchen.
He changed the kitchen retailing game in his community by being the only one willing to help his potential customers before trying to sell them a new kitchen.
Free guides and helpful information he was giving away to customers earned him the trust of people fed up with being ‘sold’ to by nameless competitors. He became a person people trusted even before meeting or speaking to him over the phone.
Result? He closed way more sales and made way more money per sale than he would normally dare to dream.
Put into numbers, in the first month alone, Darren has closed £61,750 in sales using the Educational Base Selling System and still has 43 local prospects on an email follow up sequence that will potentially turn into design consultations and sales in the months ahead.
If Darren was still relying on recommendations, he would be just another kitchen retailer in line, hoping for good sales days. Instead, he is the market leader with a flourishing business and an even brighter future ahead.
All that in 30 days is nothing short of amazing!
That brings this case study to a close. I hope you’ve enjoyed reading it as much as we’ve enjoyed writing it for you.
We’ll leave you with this one last question. How will you use this system to increase your kitchen sales?
Let us know in the comments below. We’d love to get your feedback and answer any of your questions.
Gary Michaels & James Michaels
Managing Directors of Strategic Shape