Potential Resistance:
Scepticism about Digital Marketing ROI: Stakeholders may be sceptical about the return on investment from digital marketing efforts.
Jeremy Miner Response:
“I understand your concerns about investing in digital marketing. May I ask what specific results you would need to see to feel confident that your investment is paying off?”
Doubts about Brand Consistency Online: There might be worries about maintaining brand consistency across digital platforms.
Jeremy Miner Response:
“Maintaining a consistent brand online is crucial. What has been your experience so far with managing your brand’s digital presence?”
Concerns Over Budget: The cost of a comprehensive digital marketing strategy may cause hesitation.
Jeremy Miner Response:
“Budgeting for marketing is always a delicate balance. What are your expectations for the budget versus the outcomes from our digital marketing strategy?”
Uncertainty about the Digital Shift: Some may be unsure about moving from traditional to digital marketing.
Jeremy Miner Response:
“The shift to digital can be daunting. What are the biggest challenges you foresee in making this transition?”
Training and Support Worries: The pub’s team might be concerned about the learning curve associated with new digital tools.
Jeremy Miner Response:
“It’s important that your team feels confident using new digital tools. What kind of support would make this transition smoother for you?”
Suggested Jeremy Miner Techniques:
Use skillful questioning to uncover not just the obvious concerns but also any underlying issues they may not be aware of.
Emphasize the importance of micro-commitments and tailor communication to trigger curiosity rather than resistance.
Highlight ‘results-based thinking’ to keep the prospect engaged, focusing on how the strategy will lead to tangible outcomes.
