If you convert five out of ten leads. Does a 50% success rate mean you are wasting half of your marketing budget? Of course not, but maybe some sales training could boost your rate to 60% – and that would up your turnover by 20%!
Meantime here are a few ideas that may prove useful
Get yourself into the proper frame of mind. You can’t expect to do a good job if you are still fuming about the idiot who cut you up on your way to the appointment. Let go of the day’s frustrations and concentrate on the customer.
Find some common ground. Sometimes this means talking about (or letting the customer talk about) last night’s football or the awful state of the country before getting down to business. Just don’t let it get out of hand!
Clearly, identify the customer’s need. It’s a cliché but don’t try to sell the drill bit – sell the hole!
Use their words, not yours. Sometimes we get carried away with our own clever jargon. If the customer wants ‘plenty of loft space’, don’t turn it into ’30 square metres of unobtrusive storage solution’.
Paint attractive word pictures. Ask the customer to ‘imagine yourself driving through the countryside in your new convertible on a sunny day’.
Use positive reinforcement. When the customer himself talks about the benefits of ownership, don’t be tempted to add lots more features – (s)he knows what (s)he wants. So just agree and ask for the order.
Put yourself in their shoes. Try to see things from the customer’s viewpoint; ask yourself, ‘Would I buy it from me?’ If you can’t convince yourself …
When they suggest a feature they want, ask questions. ‘Why is that important to you?’ The more you ask, the more you will understand what they are looking for and the better you will be able to match your product to their requirements.
Always be credible. Don’t make outrageous claims. Most customers can spot them and the ones that don’t come back looking for refunds when they discover the truth.
Be prepared to say no if you believe they are making a mistake. It’s awfully hard to turn down a sale but they will thank you and probably become your most loyal customer in the future.
If you consider what Apple did to the computer market you must admit it was quite incredible. Last week I was in London and I went into Starbucks and out of the fifty people in there about twenty were using Apple Macs, another six were on iPads and there was not a ‘normal’ laptop in sight!
Last week I was in London and I went into Starbucks and out of the fifty people in there about twenty were using Apple Macs, another six were on iPads and there was not a ‘normal’ laptop in sight!
So what has this got to do with small businesses?If you think about what Steve Jobs and his team did at Apple:-
They took a well-known product and made it different
They improve it and made it more reliable (no more crashing)
They developed a great brand and logo
They developed new complimentary products that were in an associated industry
They got people talking about their products
They charged twice as much as anyone else in the market
In truth, they did nothing that any small business could not do.So why is this?The truth is, the problem often lies with the owner of the business.Most business owners don’t even think like Steve Jobs, or Walt Disney, or Richard Branson, let alone take action.They are too busy working, to build a business that works and this is one of the biggest problems with most small businesses.
So what do you do if you own a business?The first thing to do is to change the way you think.Then you need to think about your business as though you were an external person and you would need to ask yourself a very powerful question.How can we do this better than our competitors?Do what better?Everything!
We are pleased to confirm that we will be running a one-day Marketing Training Hampshire based workshop on how to use video and YouTube to market your business. The workshop is being held in our offices in Sherbourne St John, Hampshire, on 20th July 2017.
Workshop content covers
1. How to set up an account
2. How to produce a video on YouTube
3. Using Camtasia
4. Video production
5. Uploading your video’s to YouTube
6. The equipment that you need
7. Marketing your videos on YouTube
8. Piggyback on successful videos
9. Adding your YouTube video’s to your website and blog
10. Adding your YouTube video’s to your other Social Media sites
11. Marketing your YouTube site
Everyone knows that video marketing is the key to the future of marketing, but so many businesses are still not fully using video, either because they think it will cost too much, or they ‘don’t like being on video’.
The truth is video marketing can be totally free and you don’t have to be in any video’s, but you should!
Today I am going to talk about video content and specifically the three keys to selling on video.
Key 1 – People
Tell the listener who the video is aimed at. For example – This video is for anyone who is not winning business on their website and who wants to do so
Key 2 – Problem
Tell the listener about the problem you are going to solve
Key 3 – Solution
Tell the listener about the solution that you have to the problem that you have identified?
For further tips on marketing, or to sign up for our next workshop, click here.
one of the top business owners in the world (for example, James Caan of Dragon Den) took over your business and ran it for the next year and they only had the same amount of money, contacts and time as you had and they could not utilise their name. Would he/she be more successful than you?
If you answered yes, then the questions for you to consider are:
What would they do differently?
Would they have better skills than you?
What would they change in your business or the way you sell and market your services?
I had a great day yesterday in the offices of Dan Bradbury.
It was great to spend the day away from the office working on the business and getting the opinion of someone outside of the business. I think everyone should do this from time to time.
During the day we discussed the development of ‘business skills’. The truth is that 99% of business owners have weaknesses in their business skills (including myself) and we need to identify and improve these skills.
These skills could include:
Marketing (or as we call it – lead generation)
Sales (or as we call it – lead conversion)
Health and safety
Or any number of other skills that you need to own and to manage a successful business.
The key is that as business owners we need to develop those skills, and if we don’t the lack of skill in any one of those areas can ‘bite us in the bum’ just at the wrong time and end our business.
I wanted to share a few profit boosting sales tips with you…
Tip 1 – Luke warm calling
Stop cold calling and start warm, or luke warm calling. Cold calling is hard and difficult. Instead call people you have been emailing, or who you are connected to on LinkedIn etc.
Tip 2 – How to you get past the regectionist
Is about getting past the ‘regectionist’, or the receptionist (as they are sometimes called). This is my script “Hi can I speak to Simon please, it’s Steve”. It is as simple as that. There is often a thought in the receptionists head… Who is Steve? He clearly knows Simon! I should know him! I will put him through. It doesn’t work all the time, but it gets me through often.
Tip 3 – Have a script
Mine is something like this “The purpose of our call today is to do three things. Firstly, for you to give me an update on where you are? Secondly, to find out what challenges you currently have and thirdly to discuss how we can help you. Does that sound fair?”
The key message is ‘test your scripts’ to see if you can improve them.