When you think about ways to gain repeat business from your customers, you probably turn your thoughts to marketing efforts such as advertising, public relations and other means that will allow you to repeatedly be seen. However, without one particular element included in your plan, your efforts to entice customers to buy over and over will fail. Even autoresponders - the "king" of repeat exposure - can't produce the type of loyalty needed to ensure your customers continually send their dollars your way.
This missing link is often not even considered as part of a marketing plan - but it should be! What is the secret to repeat business? Exceptional customer service. Are you surprised? You really shouldn't be. Put yourself in "consumer mode" for the next minute or two and let's explore the power of a solid customer service program.
Think of the last time you purchased from a business and had a poor experience. What brought you to the business to begin with? Maybe low price. Perhaps it was that the company had a product/service you needed immediately. Even selection can play a role in attracting us to a business. But once you bought, what happened next?
When the product didn't live up to your standards or when the service didn't work as expected, did you get the response you needed? Did the company show concern for your position? Did they correct the mistake or issue a refund? If not, you - like most others - probably left vowing never to buy from them again.
What you experienced was a marketing plan that had no follow-through. They were able to entice you and draw you in. They were successful in getting you to spend your money. However, when it came time for the plan to promote "backend sales", it failed. It had no follow-through and they lost the remainder of your business for life.
Here are several things to consider when creating a customer service program that will help to boost your marketing plan and your repeat business.
1. Weigh your options.
Many small business owners panic at the sound of the word "refund". Don't! Think seriously about what you'll be losing. You could take a small loss of $29.95 now (or whatever the cost of the product is) in exchange for future sales; or you can retain your $29.95 and lose hundreds or thousands of dollars later in future business. If their complaints are handled to their satisfaction, the majority of consumers say they will buy from your company again.
2. Get personal.
The number one complaint most consumers have is that businesses don't appear to care whether they buy from them or not. Get to know your customers. Send a thank you note or small gift when a purchase is made. Fire off a short "just checking in" email when the customer's purchases seem to slow down just to ensure all is OK. This extra effort will be noticed - and appreciated.
3. Follow through.
If and when a problem with a customer does arise, be sure to follow through. Don't simply tell the customer that you'll ship a replacement product immediately. Call or email them a day or two later to be sure the new product arrived and is working as needed. This is a true way to WOW your customers and lock in future purchases.
4. Have a plan.
Don't fall victim to "policy", but do have a flexible plan of action for when customers aren't 100% satisfied. Knowing what you plan to do will alleviate some of the shock and stress associated with handling unsatisfied customers. It will also allow you to present yourself in a helpful and friendly way when working to fix the problem.
A 1996 study performed by the U.S. White House Office of Consumer Affairs proved that, if you treat your customers with genuine caring and fairness, they will indeed reward you with their repeat business for years to come. That's something you just can't get from ads or autoresponders!
About the Author
Diane Hughes is an accomplished internet entrepreneur and editor of the popular ProBizTips Newsletter. You can learn more about Diane and her success in helping many start a home business and make money from home by clicking below: http://www.viralmarketzone.com/diane.
Monday, 20 October 2008
10 Tips To Overcome Your Fear Of Selling
Ahh. Selling. Sometimes, this is a word that is dreaded and feared by all but the most intrepid business owners. It seems that, even though we all know we need to "sell" our products and services, many of us feel fearful or anxious about actually doing so.
These 10 tips are designed to help you shift out of your fear, and into excitement, about sharing your product or service.
1) Know the source of your fear. This tip reminds us that it is necessary, first, to know what we're afraid of. Most often, fears of selling come in several forms. Either we worry about not being liked, or being perceived as pushy, we (secretly) worry that our product or service might not perform as we say, or we struggle with the idea of rejection. Knowing the source of your fear (sometimes it can be a combination) is an important part of overcoming your fear of selling.
2) Take action to address the source. In this way, you are taking action to overcome your fear. In some cases, this might mean that you improve your product or service (you can use customer feedback for this), or you can find ways to share your product/service in a way that feels more authentic and natural to you. You can also find ways to "bounce back" after rejection which is easier to do, by the way, if you don't take "no" personally.
3) Find enthusiasm for what you offer. One of the best techniques I've ever used to overcome my fear of selling has been to tap into my passion and enthusiasm for what I'm offering. I make a list of all the really wonderful benefits and successful outcomes of past customers. I hang this list nearby where I can see it everyday. Try this for yourself - your confidence will skyrocket.
4) Shift your perspective. How would it feel to think of yourself as "sharing information" about what you do? Or "showing benefits" or "sharing your passion?" If you feel uncomfortable or anxious about "selling"- find a way to shift your perspective to one of sharing information rather than "convincing someone to buy."
5) Start small. Very often, people tend to tackle projects much larger than they can comfortably handle. When you want to overcome your fear of selling, start small. Maybe you will share your new business with a few trusted friends first and then gradually find ways to expand your sharing to include a larger circle. The most successful business people are those who interact with others in an authentic, passionate way so find a way that feels comfortable with you and stay with it.
6) Keep track of your successes. Keep a "wins" or success journal nearby and record your achievements in it each day. This will help you stay aware of just how much you do right. We sometimes forget this.
7) Have fun with it. Rather than approaching this from a heavy "have to", "doesn't feel good" perspective find a fun, interesting way to share your knowledge or passion. Some of my clients have thrown parties, offered free giveaways, donated products/services to charities - all of these were easy, fun, and income generating. What would be fun for you?
8) Stay focused on your desired outcome. Most people take actions and reach their goals because they stay focused on the benefits of doing so. Sometimes, reminding yourself what you want, why you're doing this can help you take the next action and the next.
9) Detach from how the outcome shows up. Very often, we get really attached to "making the sale" or having a situation turn out a certain way. Instead, why not focus on efforts "I will give a great, enthusiastic, and passionate presentation" rather than outcome: "They will buy X number of this." Very often, if you stay focused on the effort - doing a great job- the outcome turns out better than you ever imagined.
10) Keep practicing. Like any other business skill, "selling" gets easier the more you do it. So get out there, start small, and keep practicing.
About the Author
(c) 2003. Dr. Rachna D. Jain. All Rights in All Media Reserved
Dr. Rachna D. Jain is a sales and marketing coach and Director of Operations for SalesCoachTraining.com. Sign up for her free email newsletter, "Sales & Marketing Secrets" To learn more or to contact Dr. Jain directly, please visit http://www.SalesandMarketingCoach.com.
These 10 tips are designed to help you shift out of your fear, and into excitement, about sharing your product or service.
1) Know the source of your fear. This tip reminds us that it is necessary, first, to know what we're afraid of. Most often, fears of selling come in several forms. Either we worry about not being liked, or being perceived as pushy, we (secretly) worry that our product or service might not perform as we say, or we struggle with the idea of rejection. Knowing the source of your fear (sometimes it can be a combination) is an important part of overcoming your fear of selling.
2) Take action to address the source. In this way, you are taking action to overcome your fear. In some cases, this might mean that you improve your product or service (you can use customer feedback for this), or you can find ways to share your product/service in a way that feels more authentic and natural to you. You can also find ways to "bounce back" after rejection which is easier to do, by the way, if you don't take "no" personally.
3) Find enthusiasm for what you offer. One of the best techniques I've ever used to overcome my fear of selling has been to tap into my passion and enthusiasm for what I'm offering. I make a list of all the really wonderful benefits and successful outcomes of past customers. I hang this list nearby where I can see it everyday. Try this for yourself - your confidence will skyrocket.
4) Shift your perspective. How would it feel to think of yourself as "sharing information" about what you do? Or "showing benefits" or "sharing your passion?" If you feel uncomfortable or anxious about "selling"- find a way to shift your perspective to one of sharing information rather than "convincing someone to buy."
5) Start small. Very often, people tend to tackle projects much larger than they can comfortably handle. When you want to overcome your fear of selling, start small. Maybe you will share your new business with a few trusted friends first and then gradually find ways to expand your sharing to include a larger circle. The most successful business people are those who interact with others in an authentic, passionate way so find a way that feels comfortable with you and stay with it.
6) Keep track of your successes. Keep a "wins" or success journal nearby and record your achievements in it each day. This will help you stay aware of just how much you do right. We sometimes forget this.
7) Have fun with it. Rather than approaching this from a heavy "have to", "doesn't feel good" perspective find a fun, interesting way to share your knowledge or passion. Some of my clients have thrown parties, offered free giveaways, donated products/services to charities - all of these were easy, fun, and income generating. What would be fun for you?
8) Stay focused on your desired outcome. Most people take actions and reach their goals because they stay focused on the benefits of doing so. Sometimes, reminding yourself what you want, why you're doing this can help you take the next action and the next.
9) Detach from how the outcome shows up. Very often, we get really attached to "making the sale" or having a situation turn out a certain way. Instead, why not focus on efforts "I will give a great, enthusiastic, and passionate presentation" rather than outcome: "They will buy X number of this." Very often, if you stay focused on the effort - doing a great job- the outcome turns out better than you ever imagined.
10) Keep practicing. Like any other business skill, "selling" gets easier the more you do it. So get out there, start small, and keep practicing.
About the Author
(c) 2003. Dr. Rachna D. Jain. All Rights in All Media Reserved
Dr. Rachna D. Jain is a sales and marketing coach and Director of Operations for SalesCoachTraining.com. Sign up for her free email newsletter, "Sales & Marketing Secrets" To learn more or to contact Dr. Jain directly, please visit http://www.SalesandMarketingCoach.com.
Marketing the Real You
Marketing the Real YouC.J. Hayden, MCC
I often wonder how the practice began of pretending to be someone else in order to market your business. You know what I'm talking about -- it's the marketing face, the selling voice, that you often put on in order to attend a networking event or make a sales call. Who taught you to do that?
I have a suspicion where we learn this behavior. Most of us spend a lifetime observing showroom salespeople, product spokespersons in the media, and hucksters on street corners. What we see demonstrated there is artificial enthusiasm, manipulative use of language, feigned interest, and in some cases outright deception.
Sounds awful, doesn't it? So why copy any part of this distasteful way of selling?
Psychologist Abraham Maslow said, "If all you have is a hammer, everything looks like a nail." Perhaps we believe this is the only way we can sell because it's the only way we know. I'm not accusing anyone of consciously deceiving prospective clients. What I'm suggesting is that what we do unconsciously and automatically is to behave inauthentically around them.
Intuitively, many of us feel as if something is wrong with this way of operating. When we have to sell ourselves, we find it unpleasant, disagreeable, even repulsive. But what if all those negative feelings were simply because we hate the artificiality and manipulation we think must be a part of selling?
Imagine what it would be like to go to a business networking event as yourself. No facade, no pretension, just plain you. When someone asks your reason for coming, you tell them the truth. You don't have to claim you wanted to hear the speaker (if you didn't). You can come right out and say, "I'm hoping to make some contacts that will lead to business for me."
You wouldn't have to invent reasons to start a conversation. You can walk up to someone who looks interesting and say, "Hi, I haven't met you yet." If you're shy around strangers, you can tell the first person you meet, "I'm sort of a wallflower and feel awkward at events like this. Could you introduce me to some folks?"
Now imagine placing a follow-up call to a prospect where you are completely honest. You could say, "I have some days open on my calendar soon and I'm wondering if this would be a good time for that project we've been discussing." Or, "We haven't talked in a while and I'd like to find out if you're still planning to start the new training program this year."
I see so many professionals and consultants struggle with trying to find an "excuse" to call a prospect. You don't need some manufactured excuse. You know the reason you're calling. Most of the time THEY know the reason you're calling. Just say what it is.
Let's extend this same principle to making a cold call. Instead of stumbling around awkwardly trying to make a polished -- but unnatural -- sales approach, imagine yourself saying, "I'm not much of a salesperson, but I'm really good at what I do. Can we have a conversation about what you need and see if I'm the right person for the job?"
If you've been working from a cold-calling script that makes you flush and get a tight throat every time you read it, throw it out. Come up with one really good opening line that feels authentic and gets directly to the point. Then decide how you will answer -- honestly -- some of the typical questions prospects ask you. My bet is that your calls will immediately get easier.
In fact, the more you become honest, direct, and authentic in all of your marketing, the more appealing selling will be to you, the more effortless it will become, and the more success you will ultimately achieve. Because most business results from building relationships, and how can you develop a relationship with someone when you never reveal who you really are?
C.J. Hayden, MCC
About the Author
C.J. Hayden is the author of Get Clients NOW! Since 1992, C.J. has been teaching business owners and salespeople to make more money with less effort. She is a Master Certified Coach and leads workshops internationally. Read more of her articles at www.getclientsnow.com
I often wonder how the practice began of pretending to be someone else in order to market your business. You know what I'm talking about -- it's the marketing face, the selling voice, that you often put on in order to attend a networking event or make a sales call. Who taught you to do that?
I have a suspicion where we learn this behavior. Most of us spend a lifetime observing showroom salespeople, product spokespersons in the media, and hucksters on street corners. What we see demonstrated there is artificial enthusiasm, manipulative use of language, feigned interest, and in some cases outright deception.
Sounds awful, doesn't it? So why copy any part of this distasteful way of selling?
Psychologist Abraham Maslow said, "If all you have is a hammer, everything looks like a nail." Perhaps we believe this is the only way we can sell because it's the only way we know. I'm not accusing anyone of consciously deceiving prospective clients. What I'm suggesting is that what we do unconsciously and automatically is to behave inauthentically around them.
Intuitively, many of us feel as if something is wrong with this way of operating. When we have to sell ourselves, we find it unpleasant, disagreeable, even repulsive. But what if all those negative feelings were simply because we hate the artificiality and manipulation we think must be a part of selling?
Imagine what it would be like to go to a business networking event as yourself. No facade, no pretension, just plain you. When someone asks your reason for coming, you tell them the truth. You don't have to claim you wanted to hear the speaker (if you didn't). You can come right out and say, "I'm hoping to make some contacts that will lead to business for me."
You wouldn't have to invent reasons to start a conversation. You can walk up to someone who looks interesting and say, "Hi, I haven't met you yet." If you're shy around strangers, you can tell the first person you meet, "I'm sort of a wallflower and feel awkward at events like this. Could you introduce me to some folks?"
Now imagine placing a follow-up call to a prospect where you are completely honest. You could say, "I have some days open on my calendar soon and I'm wondering if this would be a good time for that project we've been discussing." Or, "We haven't talked in a while and I'd like to find out if you're still planning to start the new training program this year."
I see so many professionals and consultants struggle with trying to find an "excuse" to call a prospect. You don't need some manufactured excuse. You know the reason you're calling. Most of the time THEY know the reason you're calling. Just say what it is.
Let's extend this same principle to making a cold call. Instead of stumbling around awkwardly trying to make a polished -- but unnatural -- sales approach, imagine yourself saying, "I'm not much of a salesperson, but I'm really good at what I do. Can we have a conversation about what you need and see if I'm the right person for the job?"
If you've been working from a cold-calling script that makes you flush and get a tight throat every time you read it, throw it out. Come up with one really good opening line that feels authentic and gets directly to the point. Then decide how you will answer -- honestly -- some of the typical questions prospects ask you. My bet is that your calls will immediately get easier.
In fact, the more you become honest, direct, and authentic in all of your marketing, the more appealing selling will be to you, the more effortless it will become, and the more success you will ultimately achieve. Because most business results from building relationships, and how can you develop a relationship with someone when you never reveal who you really are?
C.J. Hayden, MCC
About the Author
C.J. Hayden is the author of Get Clients NOW! Since 1992, C.J. has been teaching business owners and salespeople to make more money with less effort. She is a Master Certified Coach and leads workshops internationally. Read more of her articles at www.getclientsnow.com
Attracting Clients With Ease
by Bernadette Doyle.
Whether you are already running your own business, or still thinking about starting your own business, I suspect that deep down you know you have gifts and talents that can really make a difference to others. In an ideal world, you'd spend the majority of time doing the work you love to do, with a steady stream of clients knocking at your door as and when you want them. The reality, however, can be somewhat different, and the whole process of finding new business can be a time consuming challenge full of uncertainty.
Some would be entrepreneurs are so intimidated by the idea of finding clients that they never put their dreams into action. Others start promising businesses, yet give up disillusioned by the frustrating lack of clients. Some die-hards persist, but at great emotional and financial cost as the uncertainty about attracting and maintaining clients takes its toll.
But it doesn't have to be this way. There is a way to reverse the sales process. Imagine, if you will, a situation where instead of having to go out and chase new business, qualified buyers are seeking out YOUR expertise. Imagine putting your marketing efforts on 'automatic pilot' so the right work turns up as and when you need it. Imagine being able to pick and choose which projects you want to work on. Can you imagine having the confidence to turn down work that doesn't meet YOUR criteria?
Here's a metaphor that nicely sums up this approach. Imagine two boys in a garden. Both of them want to catch birds. One of them is frantically chasing after birds; the other just stands still holding out birdseed in his hand and waits. Instinctively, most of us recognise that the second boy will be more successful. Yet most sales techniques used by businesses today involve some form of 'chasing' with the net result that prospective clients are scared away. In this article you will discover how the birdseed approach can help you attract rather than chase clients, and even get them eating out of your hands!
'But that doesn't apply in the business world', I can hear you say. 'If it were that easy, why don't I already have all the clients I want?' Well there are a few possible answers. Some of us have entered the commercial garden, but forgotten the birdseed! Others haven't even taken the birdseed out of the packet. Some of us have the birdseed in our hand, but clenched so tightly the birds can't get to it. If you are to adopt the latter approach, it's important to spend some time selecting the right birdseed. So what's your birdseed? To answer this question you need to know who you are aiming to attract, so that you are offering the birdseed which is most tasty and appealing to your target clients.
1. Take a moment to think about your prospective clients. What are their concerns and fears? What problems are they struggling with right now? What are their hopes and desires? Be willing to think laterally as you think about what is most important to them.
2. The next step is to align what you have to offer with their most pressing concerns and needs. How can you help your target clients even before they become a client of yours?
3. It's important to emphasise that you already have skills, knowledge and expertise that is valuable to your prospective clients. The trouble is most of us take what comes naturally to us for granted, and completely underestimate the value of what we know to our prospective clients.
Not only is what you know very helpful, you could be using it to attract your prospective clients, by packaging your knowledge and expertise in a form that meets one of their current needs. A classic way of doing this would be to offer a free report or information pack which answers a question or solves a problem that your prospective clients have.
For example, if you are a recruitment consultant, you have probably noticed that some of your existing clients are more successful at attracting and retaining talent than others. Now if you sit down and reflect upon this, you could probably come up with five things that the companies who are successful at retaining talent do that others don't. This could be based entirely on your personal observations over the years. Voila! Flesh out your opinions and you now have a report, '5 ways attract and retain talent' or ''What companies who are successful at attracting and retaining clients do that their competitors don't'
This does not need to be a ground breaking piece of academic research. I want to remind you that you already have an opinion on this, which may well differ from the mainstream view, and if I asked you this question over lunch, you would have no problem in coming up with an answer.
4. Once you have your article written, you could offer this free report by placing a message or short ad in a place where your target clients congregate. I call this a magnet - something that provokes prospective clients to raise their hands and say, 'I'm interested!' By requesting your report, responders indicate that they are interested in this topic.
Now, not everyone who requests your report will be a hot prospect, but there will be some potential clients within this group. The free report would just be the starting point of your relationship. From this point you could offer more 'birdseed' each time demonstrating your credibility in this subject area, up until the point when the prospect asks, 'can you help me', or a one-to-one conversation is necessary.
This is a low cost way to generate leads and position yourself as an expert in your particular field. Yes, it takes a little brainstorming, imagination and creativity on your part, but the knowledge which shapes your 'birdseed' should come naturally anyway, and the time spent thinking about the needs and desires of your prospective clients will never be wasted.
(c) Bernadette Doyle, 2004.
About this Author
Bernadette Doyle is dedicated to helping self-employed and small businesses become Client Magnets. Get her FREE 7 part mini- course 'How to Become A Client Magnet', send a blank email to mailto:minicourse@clientmagnets.com
Whether you are already running your own business, or still thinking about starting your own business, I suspect that deep down you know you have gifts and talents that can really make a difference to others. In an ideal world, you'd spend the majority of time doing the work you love to do, with a steady stream of clients knocking at your door as and when you want them. The reality, however, can be somewhat different, and the whole process of finding new business can be a time consuming challenge full of uncertainty.
Some would be entrepreneurs are so intimidated by the idea of finding clients that they never put their dreams into action. Others start promising businesses, yet give up disillusioned by the frustrating lack of clients. Some die-hards persist, but at great emotional and financial cost as the uncertainty about attracting and maintaining clients takes its toll.
But it doesn't have to be this way. There is a way to reverse the sales process. Imagine, if you will, a situation where instead of having to go out and chase new business, qualified buyers are seeking out YOUR expertise. Imagine putting your marketing efforts on 'automatic pilot' so the right work turns up as and when you need it. Imagine being able to pick and choose which projects you want to work on. Can you imagine having the confidence to turn down work that doesn't meet YOUR criteria?
Here's a metaphor that nicely sums up this approach. Imagine two boys in a garden. Both of them want to catch birds. One of them is frantically chasing after birds; the other just stands still holding out birdseed in his hand and waits. Instinctively, most of us recognise that the second boy will be more successful. Yet most sales techniques used by businesses today involve some form of 'chasing' with the net result that prospective clients are scared away. In this article you will discover how the birdseed approach can help you attract rather than chase clients, and even get them eating out of your hands!
'But that doesn't apply in the business world', I can hear you say. 'If it were that easy, why don't I already have all the clients I want?' Well there are a few possible answers. Some of us have entered the commercial garden, but forgotten the birdseed! Others haven't even taken the birdseed out of the packet. Some of us have the birdseed in our hand, but clenched so tightly the birds can't get to it. If you are to adopt the latter approach, it's important to spend some time selecting the right birdseed. So what's your birdseed? To answer this question you need to know who you are aiming to attract, so that you are offering the birdseed which is most tasty and appealing to your target clients.
1. Take a moment to think about your prospective clients. What are their concerns and fears? What problems are they struggling with right now? What are their hopes and desires? Be willing to think laterally as you think about what is most important to them.
2. The next step is to align what you have to offer with their most pressing concerns and needs. How can you help your target clients even before they become a client of yours?
3. It's important to emphasise that you already have skills, knowledge and expertise that is valuable to your prospective clients. The trouble is most of us take what comes naturally to us for granted, and completely underestimate the value of what we know to our prospective clients.
Not only is what you know very helpful, you could be using it to attract your prospective clients, by packaging your knowledge and expertise in a form that meets one of their current needs. A classic way of doing this would be to offer a free report or information pack which answers a question or solves a problem that your prospective clients have.
For example, if you are a recruitment consultant, you have probably noticed that some of your existing clients are more successful at attracting and retaining talent than others. Now if you sit down and reflect upon this, you could probably come up with five things that the companies who are successful at retaining talent do that others don't. This could be based entirely on your personal observations over the years. Voila! Flesh out your opinions and you now have a report, '5 ways attract and retain talent' or ''What companies who are successful at attracting and retaining clients do that their competitors don't'
This does not need to be a ground breaking piece of academic research. I want to remind you that you already have an opinion on this, which may well differ from the mainstream view, and if I asked you this question over lunch, you would have no problem in coming up with an answer.
4. Once you have your article written, you could offer this free report by placing a message or short ad in a place where your target clients congregate. I call this a magnet - something that provokes prospective clients to raise their hands and say, 'I'm interested!' By requesting your report, responders indicate that they are interested in this topic.
Now, not everyone who requests your report will be a hot prospect, but there will be some potential clients within this group. The free report would just be the starting point of your relationship. From this point you could offer more 'birdseed' each time demonstrating your credibility in this subject area, up until the point when the prospect asks, 'can you help me', or a one-to-one conversation is necessary.
This is a low cost way to generate leads and position yourself as an expert in your particular field. Yes, it takes a little brainstorming, imagination and creativity on your part, but the knowledge which shapes your 'birdseed' should come naturally anyway, and the time spent thinking about the needs and desires of your prospective clients will never be wasted.
(c) Bernadette Doyle, 2004.
About this Author
Bernadette Doyle is dedicated to helping self-employed and small businesses become Client Magnets. Get her FREE 7 part mini- course 'How to Become A Client Magnet', send a blank email to mailto:minicourse@clientmagnets.com
Removing Obstacles To Sales
by Charlie Cook.
During the summer Olympics I watched the men's and women's hurdles. I'm always impressed by these athletes' ability to run at full speed and leap the hurdles without breaking stride.
But each time I watch this track event, I have the same reaction. If they just went out on the track and removed those barriers, it would be a heck of lot easier to get around the track. The athletes could run faster, more smoothly and wouldn't risk falling (as the accomplished Flo Joyner did).
If you are struggling to attract clients, you may feel like you're running the hurdles. Obstacles like limited promotional budgets, ads that don't sell, web sites that don't generate leads, prospects that aren't ready to buy or who think your prices are too high, all get between prospects and the sale.
Do you find yourself struggling to overcome hurdles to getting the sale?
You can clear the track of the hurdles that are getting between you and potential clients once and for all and create a clear path for prospects to become clients. If your target market knew you and how you could help them, understood the value of your services and contacted you when they were ready to buy you'd be rolling in revenue.
Is this how your business works?
Are you getting a steady stream of calls and new clients?
What can you do to remove these obstacles and increase your sales?
If you haven't already identified your marketing obstacles, start by doing so. The first step is to list them. Once you know what are your biggest obstacles to increasing sales, you can look for ways to get rid of them. (If you have other staff involved in sales, get their input too.)
Below are two common obstacles to sales. For each I've included some simple strategies for removing these obstacles. Once you understand that marketing obstacles aren't permanent you'll discover that you can remove more and more impediments and clear the way for increased sales.
Lack of Awareness You're just starting your business. No one has heard of you, and, given your lack of revenue you have little to invest in advertising. What do you do?
Use lead generation strategies that are free or almost free. During a severe downturn in the economy, a local financial services firm offered a series of workshops for free to private investors. Within a year the firm grew their assets under management from $5.5 million to $15 million.
Using an ezine I sent to librarians and online editors, I grew the value of a web site about search engines to almost a million dollars, without spending a dime on advertising.
This strategy works equally well for established companies. Les Schwab Tire Centers fixes flats for free, giving away over $10 million in repairs each year. Building goodwill with giveaways like this and an unusual dedication to customer service, this chain of 300 tire outlets earned estimated revenue of $1 billion in 2003.
Lack of Results from Advertising You're not getting a positive return on your ads, should you buy more ad space? How much? Where?
In my experience, there are two obstacles to increasing sales with advertising. Its either the message or the audience. Both can be fixed and to increase sales.
If you want people to respond to your advertising, get their attention and prompt them to contact you, write your marketing message, ads and marketing copy from your prospect's perspective. Identify and address their concerns.
No matter how good your marketing message is, it won't help you unless its seen by people who want your products and services. Even if you do your homework up front, there is no guarantee your ad will draw sales.
Track each ad campaign and each sale to determine which ads sell. No matter how good your copy is or how many people see your ad, if the ad audience doesn't include people who want your services and are ready to buy, it's the wrong audience. Drop those ads that bring in meager results and identify additional advertising opportunities, ones that will be seen or heard by people who want to buy your products and services.
Stop wasting your time struggling to jump over marketing hurdles. Instead, you can identify the obstacles that get in the way and eliminate them one by one. Make this shift and you'll increase your sales and be more successful.
2004 (c) In Mind Communications, LLC. All rights reserved.
About the Author
The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up for the Free Marketing Plan eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com
During the summer Olympics I watched the men's and women's hurdles. I'm always impressed by these athletes' ability to run at full speed and leap the hurdles without breaking stride.
But each time I watch this track event, I have the same reaction. If they just went out on the track and removed those barriers, it would be a heck of lot easier to get around the track. The athletes could run faster, more smoothly and wouldn't risk falling (as the accomplished Flo Joyner did).
If you are struggling to attract clients, you may feel like you're running the hurdles. Obstacles like limited promotional budgets, ads that don't sell, web sites that don't generate leads, prospects that aren't ready to buy or who think your prices are too high, all get between prospects and the sale.
Do you find yourself struggling to overcome hurdles to getting the sale?
You can clear the track of the hurdles that are getting between you and potential clients once and for all and create a clear path for prospects to become clients. If your target market knew you and how you could help them, understood the value of your services and contacted you when they were ready to buy you'd be rolling in revenue.
Is this how your business works?
Are you getting a steady stream of calls and new clients?
What can you do to remove these obstacles and increase your sales?
If you haven't already identified your marketing obstacles, start by doing so. The first step is to list them. Once you know what are your biggest obstacles to increasing sales, you can look for ways to get rid of them. (If you have other staff involved in sales, get their input too.)
Below are two common obstacles to sales. For each I've included some simple strategies for removing these obstacles. Once you understand that marketing obstacles aren't permanent you'll discover that you can remove more and more impediments and clear the way for increased sales.
Lack of Awareness You're just starting your business. No one has heard of you, and, given your lack of revenue you have little to invest in advertising. What do you do?
Use lead generation strategies that are free or almost free. During a severe downturn in the economy, a local financial services firm offered a series of workshops for free to private investors. Within a year the firm grew their assets under management from $5.5 million to $15 million.
Using an ezine I sent to librarians and online editors, I grew the value of a web site about search engines to almost a million dollars, without spending a dime on advertising.
This strategy works equally well for established companies. Les Schwab Tire Centers fixes flats for free, giving away over $10 million in repairs each year. Building goodwill with giveaways like this and an unusual dedication to customer service, this chain of 300 tire outlets earned estimated revenue of $1 billion in 2003.
Lack of Results from Advertising You're not getting a positive return on your ads, should you buy more ad space? How much? Where?
In my experience, there are two obstacles to increasing sales with advertising. Its either the message or the audience. Both can be fixed and to increase sales.
If you want people to respond to your advertising, get their attention and prompt them to contact you, write your marketing message, ads and marketing copy from your prospect's perspective. Identify and address their concerns.
No matter how good your marketing message is, it won't help you unless its seen by people who want your products and services. Even if you do your homework up front, there is no guarantee your ad will draw sales.
Track each ad campaign and each sale to determine which ads sell. No matter how good your copy is or how many people see your ad, if the ad audience doesn't include people who want your services and are ready to buy, it's the wrong audience. Drop those ads that bring in meager results and identify additional advertising opportunities, ones that will be seen or heard by people who want to buy your products and services.
Stop wasting your time struggling to jump over marketing hurdles. Instead, you can identify the obstacles that get in the way and eliminate them one by one. Make this shift and you'll increase your sales and be more successful.
2004 (c) In Mind Communications, LLC. All rights reserved.
About the Author
The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up for the Free Marketing Plan eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com
The 10 Best Leadership Styles for Effective Marketing in Every Business... Even Yours
by Mary Eule
Copyright 2006 Mary EuleMarketing is a creative, ever-changing orchestration of many activities needed to accomplish the overall strategies and objectives of a business or organization. As I said before, it is the heart and brain of every business.In order to understand marketing’s role within a business, it is useful to consider its interrelationships with other business units. Although, by no means complete, it does show how marketing plays an important role in all business areas.For example, if you’ve developed a sound marketing strategy, it will address the following issues:Product/services offerings… and how they will fill the unmet needs/wants of your target audience Optimum pricing… based on competitive offerings and your prospects’ willingness to pay Hiring, training and compensation requirements… particularly associated with sales personnel, customer service representatives, and contact employees Bill accuracy and design Operational processes and systems… especially as they relate to the overall customer experience Sales/Distribution Channel IdentificationIn this way, excellent marketers act as objective filters for all company information, practices and policies… particularly those which impact the customer experience.One of the best ways to describe the role of marketing within any business is by creating a mission statement with supporting objectives. They should look something like this…The Marketing Mission is to: Tirelessly anticipate, research and communicate marketplace wants… then ensure that all functional teams are committed to delivering the promised customer experience, plus one, 100% of the time.That translates into the following marketing objectives, which are to: Develop, manage, communicate, and implement versatile, inter-departmental programs designed to achieve a company’s strategic vision, mission and objectives“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.” Stephen CoveyCulture and Leadership StylesIn order to allow excellent marketing to “happen” business owners must create an environment and develop a leadership style that enhances its growth.Below are some of the most important of these. Leaders must act as catalysts for change by:• Adopting and communicating an attitude of service• Demonstrating ideal behaviors and tolerating nothing less• Understanding and encouraging healthy conflict• Creating a climate where truth is heard and valued• Confronting the brutal facts of reality• Making sure the right people are hired, not just people• Placing their employees’ ambitions over their own• Becoming and staying constantly curious• Never forgetting their passion and visionBelow is a list of my own 10 Fundamental character traits that Fantastic leaders consistently demonstrate. They are:1. Fair: Good leaders arm their subordinates with the resources necessary to ‘win’ first and then judge performance accordingly. They trust and empower their employees and insist on the truth at all times.2. Fostering good relationships with colleagues, vendors, customers and employees.3. Focused on prioritizing and achieving their objectives. Additionally, they have set clear goals by breaking them down into smaller, unfrosted ‘executionable’, measurable goals. They differentiate between long- and short-term objectives and ensure that employees understand the part they play and their responsibility for making it happen.4. Firm: Leaders are firm, but kind. These traits are not mutually exclusive. Leaders get the behavior they exhibit and tolerate.5. Feedback providers: Leaders must have the courage to provide employees with continual, specific feedback – whether positive or negative. They should also ask for coaching and provide an environment which encourages the surfacing of pertinent ‘conflicts’. They insist on the truth at all times and use it to expand peoples’ capabilities.6. ‘Follow-Throughers’: They take a hands-on approach and do whatever is necessary to ensure that agreed-upon activities are happening. This is made easier because they develop and communicate scalable procedures and systematized processes. 7. Fit: Leaders must be fit for the job and its responsibilities. They are knowledgeable, hard working, experienced, committed, and competent. Additionally, they are self-aware, authentic and persons of integrity. They keep their egos in check and are humble and self-confident enough to encourage and accept challenges and points of view that are opposite of their own.8. Flames: Great leaders exhibit the passion that fuels the company’s vision…. becoming beacons of energy and enthusiasm. They love what they do and it shows! They are the light that ignites others into action and helps make dreams become realities and the impossible… possible.9. Fun: It’s okay to laugh and be a little silly at work… and studies have shown that it actually has a beneficial effect on employees’ attitudes and the amount of work that gets done. Take your work seriously, not yourself.10. Flexible: Stuff happens! Welcome change, expect change, and prepare for change.
About the Author
Mary Eule specializes in helping small and medium-sized businesses get and keep profitable customers. Formerly a Fortune 500 marketing executive; founder of two successful small businesses and award-winning speaker, Ms. Eule is President of Strategic Marketing Advisors, LLC. and co-author of a new book, "Mandatory Marketing: Small Business Edition".She has a BA in Journalism/English from the University of Maryland and earned her a master’s degree in marketing from Johns Hopkins University. Log onto her website: http://www.StrategicMarketingAdvisors.com for free articles, newsletter and helpful marketing tools, tips and templates… and/or to purchase the book.
Copyright 2006 Mary EuleMarketing is a creative, ever-changing orchestration of many activities needed to accomplish the overall strategies and objectives of a business or organization. As I said before, it is the heart and brain of every business.In order to understand marketing’s role within a business, it is useful to consider its interrelationships with other business units. Although, by no means complete, it does show how marketing plays an important role in all business areas.For example, if you’ve developed a sound marketing strategy, it will address the following issues:Product/services offerings… and how they will fill the unmet needs/wants of your target audience Optimum pricing… based on competitive offerings and your prospects’ willingness to pay Hiring, training and compensation requirements… particularly associated with sales personnel, customer service representatives, and contact employees Bill accuracy and design Operational processes and systems… especially as they relate to the overall customer experience Sales/Distribution Channel IdentificationIn this way, excellent marketers act as objective filters for all company information, practices and policies… particularly those which impact the customer experience.One of the best ways to describe the role of marketing within any business is by creating a mission statement with supporting objectives. They should look something like this…The Marketing Mission is to: Tirelessly anticipate, research and communicate marketplace wants… then ensure that all functional teams are committed to delivering the promised customer experience, plus one, 100% of the time.That translates into the following marketing objectives, which are to: Develop, manage, communicate, and implement versatile, inter-departmental programs designed to achieve a company’s strategic vision, mission and objectives“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.” Stephen CoveyCulture and Leadership StylesIn order to allow excellent marketing to “happen” business owners must create an environment and develop a leadership style that enhances its growth.Below are some of the most important of these. Leaders must act as catalysts for change by:• Adopting and communicating an attitude of service• Demonstrating ideal behaviors and tolerating nothing less• Understanding and encouraging healthy conflict• Creating a climate where truth is heard and valued• Confronting the brutal facts of reality• Making sure the right people are hired, not just people• Placing their employees’ ambitions over their own• Becoming and staying constantly curious• Never forgetting their passion and visionBelow is a list of my own 10 Fundamental character traits that Fantastic leaders consistently demonstrate. They are:1. Fair: Good leaders arm their subordinates with the resources necessary to ‘win’ first and then judge performance accordingly. They trust and empower their employees and insist on the truth at all times.2. Fostering good relationships with colleagues, vendors, customers and employees.3. Focused on prioritizing and achieving their objectives. Additionally, they have set clear goals by breaking them down into smaller, unfrosted ‘executionable’, measurable goals. They differentiate between long- and short-term objectives and ensure that employees understand the part they play and their responsibility for making it happen.4. Firm: Leaders are firm, but kind. These traits are not mutually exclusive. Leaders get the behavior they exhibit and tolerate.5. Feedback providers: Leaders must have the courage to provide employees with continual, specific feedback – whether positive or negative. They should also ask for coaching and provide an environment which encourages the surfacing of pertinent ‘conflicts’. They insist on the truth at all times and use it to expand peoples’ capabilities.6. ‘Follow-Throughers’: They take a hands-on approach and do whatever is necessary to ensure that agreed-upon activities are happening. This is made easier because they develop and communicate scalable procedures and systematized processes. 7. Fit: Leaders must be fit for the job and its responsibilities. They are knowledgeable, hard working, experienced, committed, and competent. Additionally, they are self-aware, authentic and persons of integrity. They keep their egos in check and are humble and self-confident enough to encourage and accept challenges and points of view that are opposite of their own.8. Flames: Great leaders exhibit the passion that fuels the company’s vision…. becoming beacons of energy and enthusiasm. They love what they do and it shows! They are the light that ignites others into action and helps make dreams become realities and the impossible… possible.9. Fun: It’s okay to laugh and be a little silly at work… and studies have shown that it actually has a beneficial effect on employees’ attitudes and the amount of work that gets done. Take your work seriously, not yourself.10. Flexible: Stuff happens! Welcome change, expect change, and prepare for change.
About the Author
Mary Eule specializes in helping small and medium-sized businesses get and keep profitable customers. Formerly a Fortune 500 marketing executive; founder of two successful small businesses and award-winning speaker, Ms. Eule is President of Strategic Marketing Advisors, LLC. and co-author of a new book, "Mandatory Marketing: Small Business Edition".She has a BA in Journalism/English from the University of Maryland and earned her a master’s degree in marketing from Johns Hopkins University. Log onto her website: http://www.StrategicMarketingAdvisors.com for free articles, newsletter and helpful marketing tools, tips and templates… and/or to purchase the book.
A Simple Sales Strategy: Be Grateful For Failures
by Tessa Stowe
There is the "fear of failure" and "failure" itself. The purpose of this article is to change your perspective on both, as this may be one of the things that is holding you back from the sales success you deserve. Your "fear of failure" may stop you from talking to potential clients. Fear is nature's way of protecting you and it is very normal, the only challenge is that it sometimes manifests when not required. So when you're about to talk to a potential client and you feel this fear, acknowledge it, thank it, and say that its services are not required at this time! The next step is to move your focus from "fear of failure" to how you can help your potential client. Move your focus from yourself to your potential client. A negative view of "failure" will not only stop you from talking to potential clients but it will severely influence the outcome of the conversation. Imagine that you are about to talk to a potential client and you have the perspective that failure is a bad thing. What sort of impact does that have on you and how you come across? Are you hesitant? Unenthusiastic? Uncomfortable? Would this be attractive to a potential client? Just suppose that instead you have the perspective that "failure" is just feedback and a natural part of the sales process. How do you think you will then come across? Relaxed? Confident? Natural? You may say, "easier said than done" to have this perspective. I say read on. Thomas Edison failed over 3,000 times to develop the light bulb. Think about scientists. They are the failure masters; they never get it right the first time. Did you know that Colonel Saunders went through nine years of failure to perfect his secret blend of herbs and spices that is still used by KFC today? JK Rowling, turned down by several publishers, never let "failure"stop her. There are now over 103 million Harry Potter books in print. Look around your house at all the appliances and gadgets you have. Look at your house, your car, and the kind of transport you use. Look at everything you come into contact with and use on a daily basis and think about the number of people who "failed" over and over so you could have all these things. I hope this is changing your perspective on failure. Instead of thinking of "failure", think of just an "outcome". There is no such thing as failure, just feedback. Look at the outcome and feedback and ask yourself what you can learn from it. Find the lesson, learn from it and then move on to the next sales conversation. Instead of seeing unsuccessful outcomes as the enemy, see them as your friend guiding you to success. Your services can really make a difference in people's lives. Don't you think you have an obligation to risk "failure" and have as many sales conversations with as many people as possible? I challenge you to make this year the year of putting yourself "out there" and having as many sales conversations with potential clients as possible so you can help as many people as possible. Will you accept my challenge? (c) Tessa Stowe, Sales Conversation, 2006. You are welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end).
About the Author
Tessa Stowe helps Coaches and Consultants stop struggling to sell, and instead attract clients like magic! Her FREE e-course tells you how: "Attract More Clients Naturally: 10 Simple Strategies That Work ... Even If You Hate Selling!" Sign up now at http://www.attractmoreclientsnaturally.com
There is the "fear of failure" and "failure" itself. The purpose of this article is to change your perspective on both, as this may be one of the things that is holding you back from the sales success you deserve. Your "fear of failure" may stop you from talking to potential clients. Fear is nature's way of protecting you and it is very normal, the only challenge is that it sometimes manifests when not required. So when you're about to talk to a potential client and you feel this fear, acknowledge it, thank it, and say that its services are not required at this time! The next step is to move your focus from "fear of failure" to how you can help your potential client. Move your focus from yourself to your potential client. A negative view of "failure" will not only stop you from talking to potential clients but it will severely influence the outcome of the conversation. Imagine that you are about to talk to a potential client and you have the perspective that failure is a bad thing. What sort of impact does that have on you and how you come across? Are you hesitant? Unenthusiastic? Uncomfortable? Would this be attractive to a potential client? Just suppose that instead you have the perspective that "failure" is just feedback and a natural part of the sales process. How do you think you will then come across? Relaxed? Confident? Natural? You may say, "easier said than done" to have this perspective. I say read on. Thomas Edison failed over 3,000 times to develop the light bulb. Think about scientists. They are the failure masters; they never get it right the first time. Did you know that Colonel Saunders went through nine years of failure to perfect his secret blend of herbs and spices that is still used by KFC today? JK Rowling, turned down by several publishers, never let "failure"stop her. There are now over 103 million Harry Potter books in print. Look around your house at all the appliances and gadgets you have. Look at your house, your car, and the kind of transport you use. Look at everything you come into contact with and use on a daily basis and think about the number of people who "failed" over and over so you could have all these things. I hope this is changing your perspective on failure. Instead of thinking of "failure", think of just an "outcome". There is no such thing as failure, just feedback. Look at the outcome and feedback and ask yourself what you can learn from it. Find the lesson, learn from it and then move on to the next sales conversation. Instead of seeing unsuccessful outcomes as the enemy, see them as your friend guiding you to success. Your services can really make a difference in people's lives. Don't you think you have an obligation to risk "failure" and have as many sales conversations with as many people as possible? I challenge you to make this year the year of putting yourself "out there" and having as many sales conversations with potential clients as possible so you can help as many people as possible. Will you accept my challenge? (c) Tessa Stowe, Sales Conversation, 2006. You are welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end).
About the Author
Tessa Stowe helps Coaches and Consultants stop struggling to sell, and instead attract clients like magic! Her FREE e-course tells you how: "Attract More Clients Naturally: 10 Simple Strategies That Work ... Even If You Hate Selling!" Sign up now at http://www.attractmoreclientsnaturally.com
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