I’ll be honest with you, creating leads is great, but it is also a nightmare if you don’t have the skills to convert them into sales. However, most of the business owners I meet don’t consider themselves to be good at selling and most have done little training; they try to workout everything themselves.
I think it’s like putting your head in a hole in the ground like an ostrich does! Wouldn’t it make sense to work on improving your sales and marketing skills on an ongoing basis?
Psychologists recognise that there are four stages of competence in any skill area. These are:
1) Unconscious Competence: You totally lack knowledge and skill and are totally unaware of the need for training – or the skill.
2) Conscious Incompetence: You discover there are skills you need and you may know that others are more competent than you.
3) Conscious Competence: You’ve acquired the new skills and knowledge. You actively put them into practice and gain confidence as a result .
4) Unconscious Competence: Your skills have now become habit and you perform tasks without conscious thought or effort. You’re on autopilot and your confidence is at a high level.
So my question for you is: Where are you when it comes to sales and marketing skills?
If you’re better than most small business owners, then you’re at a Level 3 in some areas and Level 2 in others. But even if you’re at the top of your game, there’s still a bit of Level 1 lurking around somewhere. It could be on LinkedIn, or to do with SEO or defending price.
Let’s face it, no one gets 10 out of 10 for everything that they need to know and the skills they have in sales and marketing. But the truth is – a lack of skills and knowledge is leaking money from your business each and every day.
In others words, the great Marketing idea, or strategy is never implemented. For example, a lot of people tell me “I am on LinkedIn, but I don’t really use it”. I often ask business owners – “When did you last send out an email campaign?” The answer is often “About three months ago.”
The truth is that the word most often missing from most small businesses marketing is the word ‘CONSISTENCY‘. In other words, doing things in a consistent and ongoing manor.
So often I see businesses who only market themselves when they are not very busy. When they are busy they stop marketing. I also hear business owners telling me “I can’t afford to work with you right now Steve, but as soon as more business comes in, I will give you a call.” Do you know what? It never happens.
Sales and marketing, or lead generation and creation, needs to be driven. I once heard a lovely saying: “Marketing is like a wheel barrow. Nothing happens until you push it forward”.
One of the biggest ‘sins’ in marketing is not measuring your results. Why? Because you can not manage what you do not measure, so if you are marketing your business using a particular strategy then you need to know whether it is working or not. Let me ask you a question: What return on investment do you get from your website? How much did your website cost you and how much has it made for you? Do you even know this KPI?
You also need to consider how many people visit your website on a monthly basis and how many leads that creates. And what is your conversion rate and life time value from those leads?
Without this step it is impossible to implement the next step – that is, improving the results that you are getting.
The third reason for marketing failure is not really failure at all; it is is lack of maximisation. Let’s take a look at email marketing. For example, businesses that use email marketing are generally very poor at doing so and they say email marketing does not really work. The truth is that they have never tested it in order to improve the performance. They could:
Take action, measure your results and then work on improving the results that you are getting. If you want to learn move about Prudent Marketing, then join me at one of my half-day workshops. They are only £69 and the ROI you will get is nothing short of outstanding. Click here for details.
However, 95% of the small business owners that I speak to are not doing it, 4% are doing it badly and 1% are making a fortune from it.
In my world there is nothing boring about doubling your business. Personally, I rarely send out an email without making money – and I send out lots of emails every week.
I believe that there is no faster, easier or more cost-effective way to generate sales than email marketing.
Here are my top seven tips for effective email marketing:
And this one is the BIG ONE!
Don’t give up. So many people that I speak to tell me: “I have tried email marketing and it didn’t work. We sent out an email in January, another in February and again in March and we have won no business.” This is like meeting a man or woman in a bar and hoping to build that relationship by sending out a monthly email. It simply doesn’t work.
Rather, is it best practice to keep in touch at least weekly, to phone these people and to arrange to meet them at events etc.
Need further marketing help? Take a look at this.
They were not happy!
When they started out in business they knew that their business was going to be a success. They were skilled at what they did – so surely the business was guaranteed to be a booming success?
They had one vital skill missing. I’ve seen it time and time again – vastly skilled people missing out because they’re not good at selling and marketing themselves. Maybe they thought it was enough to simply be really good at what you do and that would bring you all the business you needed.
But even if you’re the best at what you do, it’s often not enough to rely on referrals and repeat business.
You will get left behind by others who are simply better at creating and converting leads; they will make more money and have a more successful business than you.
However – The Prudent Marketing Company has got something that can help you. Find Out More …
Position – The positioning of your business in the minds of your clients and prospects
Results – The development and improvement in your sales and marketing efforts and return on investment
Understanding – The real key focus of Prudent Marketing is getting an understanding of your marketing numbers, or Key Performance Indicators (KPIs)
Development – The next step is embracing the new income streams that you are not currently using. For example, if you do not currently use at least four referral marketing systems, then you may be losing out on income from referral
Education – of clients to understand and appreciate the full range of products and services that you provide and to get them to buy those products from you
New – Development of the level of relationships that you currently have with your clients, your database, your LinkedIn contacts and your Twitter followers, etc
Time – One of the biggest mistakes we have seen, based on over 20 years’ experience, is small business owners FTI-ing. In other words – Failing To Implement. Prudent Marketing is about taking action and making sure that things get done!
In short, if you are serious about growing your business, you MUST devote TIME AND MONEY to your marketing or, more specifically, to lead generation. So, what are you going to do?
Well you could give Prudent Marketing a try for only £69. Why not take a look and see if Prudent Marketing is for you on 5th May 2016, from 9.00am to 1.30pm. Click here for details.
Google has changed its logo many times for fun, but major changes to the pages don’t happen too often. That is why their recent decision to remove PPC adverts from the righthand side of the page is big news!
This will have the effect of reducing the amount of PPC adverts on the page from eleven to only seven. In turn, this means more clicks for the companies on the page, especially those in the first three boxes at the top of the page.
Yes it will, although it is hard to say how. Fewer adverts could increase organic traffic, however a fourth advert at the top of the page could push the organic pages down the list. My thoughts are that Google have not done this to reduce their PPC advertising income, but rather to increase it. So if that is the case it is reasonable to assume that fewer clicks are going to be made in the organic side of Google and more are going to be for PPC adverts.
Less adverts above the fold means it is going to be more expensive with higher CPC (cost per click) fees and bidding wars!
You may want to ask yourself: Are the words you are bidding on worth spending the current CPC on? Could you find a more cost effective niche?