Archive for the ‘Sales’ Category

Today’s Sales Hit: SIGNS

February 19, 2013

Image

In the Pacific NW, there are tons of choices for coffee, both independent and the national chains.

A new coffee shop opened up near my home, and I was actually kind of proud of them for making a point to place sandwich board signs at strategic locations in an effort to divert traffic to their location…except, their signs missed the mark.

They advertise the name of the shop.  Good, but not critical information for the customer’s decision-making.

They advertise coffee.  Well, every coffee shop has that.  

They advertise food.  Ditto.

They actually have a unique selling proposition and a strategic advantage over all the other options in the region because they are the only location with drive-through service; that fact is not mentioned anywhere in their advertising.

Your product, service, or treatment also has a USP, but if you don’t tell your customers and prospects what that is, you are letting them make a buying decision based on incomplete information.

If you use signs (and, really, what business doesn’t?), make sure you include the most important information: why your prospects will be better off buying from you rather than anyone else.

© 2013 YOU ROCK!® Communications

REQUEST LINE IS OPEN – Got a sales or marketing challenge?  Send an email with the details, and I’ll share some ideas in a future sales tip.

Today’s Sales Hit: SOONER OR LATER

February 12, 2013

Image

The best chance of talking to a prospect is within a day of them contacting you or asking for information.

As each day slips by, the chances of getting through drops dramatically. Nearly 90% of leads were “happy” to be contacted when called back the same day; but four days later, only 70% felt that way.

After a week, the chances of getting past voicemail were nearly zero. After leaving two voicemails, forget it!

So, when do you think would be the best time to return a prospect’s call?

Sooner or later?

© 2013 YOU ROCK!® Communications

WANT AN EXCITING PROGRAM FOR YOUR COMPANY, CHAMBER OR GROUP? – Call to schedule a J.A.M. (“Just Ask Me”) session and I’ll help YOU ROCK your sales goals!

Today’s Sales Hit: ON THE ROAD AGAIN

February 11, 2013

Image

Last week I drove my car over to the emissions testing station so I could get new tabs for my license.

Parked two blocks away from the testing station, on the side of the road, was a white pick-up truck with a cab.  It’s hood was open, and so was the back gate, and both had large white signboards that read, “Failed emissions test?  Get license tabs today!”

After I finished at the inspection station (passed!), I swung back around to ask the guy seated inside the pick-up truck about what he was doing.

He explained that he has a repair shop not far from the location and, whenever someone fails the inspection, he can usually have the problem fixed and get them back on the road again within an hour or so.

On slow days at the shop, he stations himself hear the station and just waits for his prospects to come calling.

That, my friends, is marketing that ROCKS!

Is it fancy?  Not a chance!  

But it works beautifully because his message is in the right location with the right offer at the right time.

Take some time and research how you can use a similar technique to reach the right customer and the right moment with the right message.  Do it well, and you’ll never have to “sell” again!


© 2013 YOU ROCK!® Communications

WANT YOUR MARKETING TO ROCK? – Call to arrange a consultation with an ironclad, no-questions-asked, 100% money-back guarantee.

Today’s Sales Hit: ON THE RADIO

February 7, 2013

Image

 

A lot of people and companies are completely missing the boat when it comes to the concept of ‘content marketing’.

They think they are supposed to bombard their email subscribers or social followers with non-stops offers, sales, specials and other commercial offerings; then they wonder why nobody is buying or, worse yet, everybody starts unfollowing or unsubscribing.

A smarter approach would be to apply the basic ratio rule I used as the #1 rated morning show host.

What is that ratio rule?  5:1

On the radio, that meant an hour would include at least 50 minutes of content (music, news, features, etc.), and no more than 10 minutes of commercials.

In your world, that means you can send 1 purely commercial message to your fans and followers only after giving them at least 5 messages of useful information, inspiration or ideas.

Take a look back at all the messages you’ve sent, blogged or posted.  What’s your ratio?  3:1?  1:1?  0:100??

Use the 5:1 ratio rule to help keep people engaged with you, help you build trust and rapport faster, and make selling easier and faster than ever before.


© 2013 YOU ROCK!® Communications

WANT YOUR MARKETING TO ROCK? – Call to arrange a consultation with an ironclad, no-questions-asked, 100% money-back guarantee.

Today’s Sales Hit: DON’T BOTHER

February 6, 2013

Image

 

Recently, I called to make an appointment with a new physician.  My call was made during the lunch hour so, not surprisingly, I ended up in the voicemail system.

The outbound message was fine, nothing special.  It did assure me that my call would be returned that day.

About a week later, the return call came.  But the delay wasn’t the real problem; it was the message they left on my voicemail.

Basically, the person said they weren’t sure if someone else had called me but, if I had spoken with someone else since my first call, I “don’t need to bother calling us back”.  The person then rambled on a bit and again said I “don’t’ need to bother calling.”

Really?  No problem.  I won’t bother calling back.

Maybe they aren’t taking new customers.  Maybe their schedule is full for months.  Maybe the office is closing soon.  Who knows what the real story is?  Certainly, I don’t.

All outbound communication is marketing.  Every letter, note, email, flyer, press release and, yes, even week-late return phone calls, give you a chance to convey an image of you, your firm, and what you sell to prospects, customers, and potential referral sources.

Unless you WANT to go out of business, never EVER tell a customer they don’t need to bother contacting you.  

At the very minimum, you want them to get used to calling you as a resource, a trusted adviser, a friend in the business….someone they can rely on to guide them in finding the right solution, even if you don’t sell it.

That way, when they DO want to buy what you sell, they don’t bother calling anyone else to get it.


© 2013 YOU ROCK!® Communications

REQUEST LINE IS OPEN – Got a sales or marketing challenge?  Send an email with the details, and I’ll share some ideas in a future sales tip.

Today’s Sales Hit: KISSING TO BE CLEVER

February 4, 2013

Image

One of the basic rules of marketing suggests that doing something outrageous is a great way to attract attention, and that attention will lead to an increase in sales.

Generally, that’s a good strategy….as long as you don’t do something so unsettling that your customer is actually turned away by it.

GoDaddy has been a perennial favorite among Super Bowl advertisers; but, yesterday, they may have crossed the line from outrageous to off-putting.  If you missed it and you’re curious, you can see the television commercial in question here, or the ‘internet only’ version of it here.

It features a very nerdy-looking character in an uncomfortably long and graphic lip-lock with gorgeous model Bar Refaeli as a metaphor to the combination of beauty and technology of the firm’s offerings.

Social feedback is varied, but I see a lot of people stating they plan to look for another provider, all because of this commercial.   I’ll be interested to see how it affects their their sales.  Or if it has any effect at all.

I’m not a prude, and I’m not above shocking viewers and listeners with the marketing I’ve done for clients, as long as I can deliver a compelling message in the process.

But the message is what is most important.  

You should NEVER let the outrageousness of the creative content overshadow the telling of a great story about what you sell.

© 2013 YOU ROCK!® Communications

WANT AN EXCITING PROGRAM FOR YOUR COMPANY, CHAMBER OR GROUP? – Call to schedule a J.A.M. (“Just Ask Me”) session and I’ll help YOU ROCK your sales goals!

Today’s Sales Hit: IT’S ALL OVER NOW

February 1, 2013

Image

 

Every firm I’ve worked with, every salesperson I’ve coached, and every marketing team I’ve ever met have all agreed that the most effective advertising in the world is called “word of mouth”.

I’m pretty sure you think so, too.

The good thing is, right now, wherever you are in the world, people are already talking about you and what you sell.

Don’t believe me?  

Google your firm and see what turns up.  Go to Yelp, find your company and see how many reviews you have, and what the reviewers have to say.  Or do a little research in any of the top social platforms online….chances are good you’ll find someone with something to say about what you do and how you did it.

In the past, your reputation might have been a secret; in some cases, that might have been a good thing.  But, it’s all over now…on review sites, social sharing platforms, and even local blogs.

Make sure you pay attention to what people are saying and, when you find an opportunity to build a better customer relationship (i.e., fix a problem or answer a complaint), act quickly.

Because the customer that is ignored, even online, is the one that’s quickest to walk away from doing business with you, and the loudest about telling all their friends about the experience.

© 2013 YOU ROCK!® Communications

WANT YOUR MARKETING TO ROCK? – Call to arrange a consultation with an ironclad, no-questions-asked, 100% money-back guarantee.

Today’s Sales Hit: A MATTER OF TRUST

January 31, 2013

Image

Seems like everywhere you turn these days, some new expert is going on and on about how trust is the new currency in selling.

Here’s a real news update for you:  it’s ALWAYS been the only real currency of selling.

Long before customers buy from you, they have to have built up at least a small sense of trust in you, or your company, or what you are selling…ideally, in all three.

So, if you work for a trustworthy company that sells a trustworthy product, service, or treatment, you should have no problem selling as much as you have the energy to reach buyers.

If that’s not the case, then your prospects probably don’t have a lot of trust in you.  Yet!

Here’s three things you can do to fix that:

    • Always tell the truth, the whole truth, and nothing but the truth.

    • Show your customers that you really understand their problems and how to solve them.

    • Make sure you deliver on every promise you make.  Do your best to over-deliver as often as you can.

Don’t let anybody fool you; successful selling has always been a matter of trust.

When you establish a trustworthy reputation, selling becomes easy, natural, and fun!

© 2013 YOU ROCK!® Communications

REQUEST LINE IS OPEN – Got a sales or marketing challenge?  Send an email with the details, and I’ll share some ideas in a future sales tip.

Today’s Sales Hit: TRAIN IN VAIN

January 30, 2013

Image

The movie theater near my home is running a great weekly promotion that has really driven up business, offering customers $5 admission to any movie on Tuesday as long as they are registered in their loyalty program.

Having run a theater myself, I can tell you that most of the profit in that business comes from the concession stand, not the admissions, so anything you can do to pack the house with hungry and thirsty customers is usually a good idea.

As I waited in line last night to purchase tickets, I overheard the cashier ask a couple if they had a loyalty card; they did not.  Then she asked if they wanted to sign up for it, and they politely declined.  Finally, she asked if they KNEW anyone who had a loyalty card, and the couple shared the name of a mutual friend.

The cashier rang up their $5 admissions.

Whoops!

Depending on how you look at it, the loss here was either $10 (the difference between 2x the regular admission, minus the $5 each paid), or something far more valuable…the data of a paying customer that can be used to track buying habits, predict future sales, and market directly to the customer without external advertising costs.

Why did this happen?  Probably because the cashier did not understand why it was important to follow the promotion guidelines.

Helping your team understand the reason behind the way you expect things to be done is essential for getting them to do it right.  Vigilant inspection of your expectation will help, too.

You can train your team on mechanical tasks of their job, appropriate customer communication, and all the other things that are necessary, include what they are expected to do in service of the current promotions; but, if you fail to explain the whybehind everything you ask them to do, you will train in vain.

Always explain the why!

© 2013 YOU ROCK!®

WANT AN EXCITING PROGRAM FOR YOUR COMPANY, CHAMBER OR GROUP? – Call to schedule a J.A.M. (“Just Ask Me”) session and I’ll help YOU ROCK your sales goals!

Today’s Sales Hit: THE WAY IT IS

September 18, 2012

Over the weekend, I noticed an a-board sign on the roadside pointing out the direction to turn for an estate sale going on. Since I had some time available, I decided to stop in. I’ve had some amazing finds in vinyl records and vintage instruments at other estate sales, so I was excited to see what might be waiting for me at this one.

Sadly, the only records there were not worth buying.

As I browsed through the rest of the sale, I noticed a framed collection of vintage lapel pins from the 1984 Olympics. They were in pristine condition and I knew my father-in-law would be excited to add these to his collection.

The price was $50, but I only had $20 cash in my pocket. Typically, the prices drop by 50% on the 2nd day of the sale, but I didn’t want to hassle with coming back 24 hours later.

I asked the clerk if they would give me the half-off price since they were just about to close up for the day. The answer was no.

Then I asked if they accepted credit cards; that answer was also no.

Finally, I asked if they had seen the new card readers that work with smartphones to make accepting credit cards easy and affordable. They told me they had been in business 40 years taking cash only and that’s just the way it is.

I left empty-handed that day, and I am almost certain the item sold the next day for $25.

Bottom line: the seller lost around $23 of pure profit ($50 less the credit card fee, around 3%) on that sale because they are not willing to make it easy for customers to buy from them. Who knows how many other sales were not made for the same reason?

And all because, “that’s just the way it is”.

Doing business the same old way it’s always been done could be the fastest way to go out of business.

I challenge you to constantly review your selling policies. Take a close, thoughtful look. Find the things that don’t serve your customer (OR your bottom line!) and change them. Investigate new technology and use anything that helps your customers say ‘yes’ quickly and easily to buying from you.

Don’t ever let “the way it is” stand in the way of “the way it ought to be”!

© 2012 YOU ROCK!®

WANT AN EXCITING PROGRAM FOR YOUR GROUP? – Call to schedule a J.A.M. (“just ask me”) session and I’ll show you how make your sales ROCK!


Follow

Get every new post delivered to your Inbox.

Join 1,061 other followers