Archive for the ‘Selling’ Category

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Stop whining and do something!

Thursday, May 10th, 2012

Warning:  This could sound like a political post. 

I’m not sure if I’m on the right or the left politically.  Sometimes I agree with one side.  And sometimes with the other.  But I laugh out loud when either side points the finger saying, “We’re right and you’re wrong.”

But one thing I know for sure is this:

There’s too much whining and complaining in America these days.  People in other countries live with dirt floors, no air conditioning and certainly no plasma tv’s.  But here in America, lately there’s a lot of talk about “fairness”.  A lot of talk about the rich beating up on the poor and holding them down.

But I still believe there is more opportunity in America than anywhere else in the world… if you’ll just do something!

Case in point.  Here’s a young man who lost his job.  He didn’t complain.  He didn’t blame the rich.  And he didn’t look for a handout.

Instead, he made an investment.  $300.  He invested in himself and took out a billboard with the words “Hire Me!” next to his photo.

And guess what?  He got a job!

Now how many people would make that kind of investment before asking the government (us… the taxpayers) to pay them to wait around for someone to offer them a job?  How many people are whining these days instead of doing something positive?  Too many in my opinion.

America was built by people who did something.  Let’s all take a lesson from a 22 year old and get this economy moving again.

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Posted in Advertising, Philosophy/motivation, Selling, strategy | No Comments »

3 ways to use direct mail effectively in the age of social media

Friday, February 24th, 2012

Although direct mail requires printing and postage, we still include it in our marketing plans because it can be effective if you do it right. Don’t discount the traditional methods.   MarketSmart has generated millions of dollars for clients with direct mail.

Combine online and offline channels.

Often it is best to combine direct mail with an Internet landing page. Drive respondents online for more information – then give them opportunities to convert into leads.

Be relevant and timely.

It’s all about THEM.  To improve your response rate, you must send highly targeted, relevant offers and information to your prospects. Otherwise, it’s just “junk mail”.

If you use your data to send the right person, the right offer, at the right time, direct mail will deliver an exponential return on your investment.

Finding the time to do it right may be difficult but the rewards are exponentially better.

For “nurturing efforts”…  Create some postcards in bulk

While small postcards are a form of direct mail, they are cheaper to produce and deliver than full-blown direct mail packages or sales letters, and they are great for generating leads.

You can use them to build awareness over time (with repetitive “drip” marketing”), drive traffic to your website or to promote a special offer.

Postcards are also a great way to stay in touch with your customers and prospects. We suggest you create 3-5 key messages emphasizing your unique selling points and competitive advantages. Then design and print them all at once to gain economies of scale and save money.  Next, drop them in the mail every few weeks or so.  Make sure your list is a good one that includes people you know want to hear from you such as: frequent customers, repeat visitors, loyal donors, etc.

That will build awareness and generate activity for you in a turnkey fashion. Create the plan once and just let it run all year long.

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Posted in Advertising, Branding, Communication, Direct Marketing, Lead Generation/Nurturing, marketing, Selling, website | No Comments »

Should we avoid the term “planned giving”?

Saturday, June 11th, 2011

I think we should avoid the term “planned giving” in our marketing materials and communications. Donors just don’t understand that phrase.  planned giving

According to Larry Stelter’s July 2009 National Poll, “63 percent of Americans aged 30+ are unfamiliar with the term, although a higher percentage expressed understanding of various ways to make a planned gift. This finding reminds us to think carefully about the words we use to define the work we do and the actions we expect of donors.”   http://www.contributionsmagazine.com/featured/plannedgivingsurvey.html

Instead, why not try “legacy gift”, “bequest”, or even “estate donation”?  If you have other phrases you think work better, please go ahead and post a comment.

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Posted in Lead Generation/Nurturing, Planned Giving, Planned Giving Marketing | No Comments »

Who answers your telephones?

Tuesday, March 8th, 2011

answer your telephones correctlyIs the person who answers your phones also your least trained employee? If so, why?

Do they answer the phones with class or “attitude”?  And furthermore, does that person understand the value of an inbound lead?

The fact is… you’re putting one of the most important parts of your business (capturing leads) in the hands (or ears) of someone who needs to be trained properly. Give them pointers on politeness and empower them to do what they must to get a call to the right person. Especially if it’s a new business call!

Give them scripts that they must follow so each inbound call is treated like gold.  Step outside of the box and think like your customers.  How would they want and expect your phones to be answered?

Perhaps even include a benefit statement in the script such as, “JJJ Locksmith… your key to open doors… 24 hours a day, 7 days a week… how can we help you?”

Also, teach them the importance of writing down names and phone numbers without any errors. One missed call could be a missed opportunity for a million dollar client.

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Posted in Inbound Internet Lead Generation, Selling, Telephone skills | No Comments »

Go ahead… Cold call!

Friday, February 25th, 2011

Recently someone told me at a networking function that cold-calling was “old-school” and didn’t work.cold calling

Of course this person admitted he never made a cold call in his life and is in fact currently unemployed.

In these days of inbound marketing, SEO, PPC, email and online networking, many businesses overlook one of the most powerful business tools out there – the telephone. Dollar-for-dollar it’s one of the most effective marketing tools you own.

Although many admit they hate making – and receiving– cold calls, when done right (with respect, care, concern, sophistication and a desire to help others) the cold call is without question a very inexpensive and powerful marketing technique.

I’ve often had people say to me, “ya’ know… I never take calls like these normally but you really got my attention and I’d like to take a look at what you’re offering.  Thank you for calling.”

I’m not kidding.

You have to provide value, be concerned, be genuine, be helpful, be polite, and be persistent.

We make cold calls and many of our clients do.  Don’t let anyone tell you there’s something wrong with engaging with your prospects in this way. It may be an old method but it still works.

And by the way… if the guy I met at the networking session spent time cold-calling businesses to offer his services in return for employment, I’d bet he’d find a job much faster (as long as he does it right).

Cold calling is not about whether it works or not, it’s about how you do it that counts.

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Posted in Cold-calling, Lead Generation/Nurturing, Selling | No Comments »

Is your business card optimized for marketing performance?

Friday, February 18th, 2011

Okay I know business cards have been around for at least a hundred years.  But let’s not forget that they are still one of the most powerful marketing tools around as long as you actually use them properly. For as little as 1 cent per card, you get to deliver your message and contact information directly to someone- face-to-face.

Business cards for marketing face-to-face

Is your business card "optimized" for performance?

To get the best results, make sure your business card is easy to read and includes all the ways people can contact you – that’s not just your address and phone number but also your blog and Twitter, Facebook, and LinkedIn accounts (depending on which ones you use most frequently and which ones apply most to your marketing strategy).

I’ve been handed cards printed on an in-home printer with perforated edges.  Yuck!

And I’ve seen cards that don’t say what the business actually does and how the person can benefit me.

Imagine if you were a prospect receiving your card.  Would you be compelled to call yourself? Don’t let the marketing opportunity get away from you with a cheap, poorly designed, vague business card.

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Posted in marketing, Selling, strategy | No Comments »

Why people won’t call their leads- a post about sales call reluctance.

Tuesday, February 15th, 2011

Just last week I had two discussions with two different clients that blew me away.  We were talking about the leads my firm generated for them.  In both instances I asked if they had called the leads.  Unfortunately they had not done so.

Sales call reluctance: fear of calling

Don't be afraid to call your leads.

Hmm.  Why?

It’s called “sales call reluctance” and it effects way too many sales people.  Here are some reasons they won’t call their leads.

  1. They have not prepared for the call. Perhaps they don’t know their product or service well enough.  Or they may not have figured out what objections they could encounter.  If they made a list of all the objections and counter rebuttals, they’d have more confidence and be ready to go.
  2. Fear of rejection. No one likes rejection.  But you’ve got to remember to count your rejections.  Each time you get rejected, you’ll be one step closer to a positive outcome.  It’s a numbers game and you simply cannot succeed without a certain amount of failure.  Thomas Edison failed thousands of times before he figured out how to make the light bulb.  Colonel Sanders was rejected thousands of times before someone finally bought his (now famous) recipe for Kentucky Fried Chicken (KFC).
  3. They don’t want to “bother” the lead. Are you kidding?  The prospect “engaged” with your firm.  A call will most-likely be welcomed.  They are already warm.
  4. They want the leads to call them. Well that’s just not going to happen.

So call your leads!  Don’t let busy work get in the way.  Don’t let fear get in the way.  In fact, don’t let anything get in the way.

Happy calling!!

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Posted in Calling warm leads, Cold-calling, Lead Generation/Nurturing, Selling | No Comments »

How to leave a voicemail while cold-calling or making follow-up calls.

Sunday, December 19th, 2010

As most of you know, I still believe in cold-calling.  That’s because it still works!

How to leave a voicemail for cold-calling or follow-up calls

The phone is still your friend.

Sure I’ve had people tell me it’s old-school. But I don’t care.  Again… it works.  It’s not as good as “warm calling”.  And it’s not as good as a referral.  But if you’ve got something good to sell and you make 100 calls in a day, I guarantee you’ll find at least one interested person at the other end of the line.  That is… if you do it right.

So, if you decide to heed my advice and make some cold-calls, you ought to think about a strategy for your voicemail messages.  Don’t be a coward that makes 100 calls, gets 100 voicemails and leaves no messages.

Instead, plan out your voicemail message carefully.  Think of it as a 15-second radio spot.

Here are three things to consider as you create your script:

1- Don’t be too “salesy”. This is your first call (or second if it’s a follow-up call).  Don’t attempt to make the sale in your voicemail message.  It simply won’t happen.

2- Be positive, energized and enthusiastic. Make sure you sound like someone who has their act together.  Rehearse your message.  Don’t wing it!  No one will want to call back a person who sounds terrified.

3- Practice by leaving yourself a message. That’s right.  Call your own voicemail and lay down your script.  Is your speech clear?  Do you sound friendly?  Do you like the person you are hearing?  If not, re-write the script, rehearse your delivery and do it again until you are satisfied.

4- Include benefit statements that focus on relieving pain. Let’s not forget pain.  Remember, you can’t sell anything to anyone who doesn’t have pain. So be sure to focus like a laser on the most frequent pain-point your prospects experience.  Then be sure to mention that your firm can fix that problem.

5- Speak clearly and include all the appropriate response information. I can’t tell you how many times I have received a call from a salesperson that sounds compelling.  But- at the end of the message- I can’t make out their return phone number.  The dopey salesperson said it too fast.  I recommend you slow down at this point of the message.  Clearly articulate the phone number they should call.   Also, you might want to include your email address.  That way, they can email you to engage or to tell you to go away.  Either response is a good one.  Remember, I like to count “no’s”.

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Posted in Cold-calling, Direct Marketing, Selling, strategy, Uncategorized | No Comments »

Ever wonder what the heck your salespeople are doing all day long?

Sunday, November 21st, 2010

Questioning your sales teamFirst off, this is not a rant about insecurity or paranoia.  Rather, I’m sad to say that many sales people will take advantage of you and your business as long as you allow them to do so.

Keep in mind… simply using the 80/20 rule you can probably figure that 80% of your most profitable sales revenue comes from 20% of your sales team.  And if that’s the case, you probably wish you could change and improve that figure.

But, if you’re like most small or mid-size business owners, you’re probably wondering what the heck your sales people are doing all day long.  You don’t want to be a babysitter.  You don’t want to spend your time going through call reports and updates.  And your sales people don’t want to spend their time creating them.

Yet you probably spend a lot of time scratching your head wondering why the guy or gal that looks busiest sells the least.  And when you ask them to do things that should help them improve their sales, do they say they are too busy?

So what’s up with all the “activity” with weak results?

Well, I hate to break it to ‘ya but most of the (seemingly) super-busy salespeople that accompany low sales are simply NOT busy.  They are either fakin’ it or they truly think they are busy but they are spending tons of time doing things that don’t result in sales.  I recently spoke to a salesman who was proud to show me all the appointments he had set for just one day.  Six!  Wow!  And he planned to drive back and forth…  here and there…  all over town to see all these people.  But he had no focus.  None of the prospects were truly vetted and none were qualified.  He had no plan.  And they had no pain.

Sorry folks.  Driving is not selling!

So here are 3 ways to give yourself a completely transparent view of your sales force:

1- Give them cell phones with GPS tracking- I know… it’s “big brother”.  But I’ll bet you a million dollars that a good number (sadly) of your sales force is working a lot less hours than you thought and even spending time at bars or health clubs. NOTE: I only recommend this for sub-par producers.  Otherwise you’ll drive away your good talent.
2- Make them input their activities into a CRM system- If you don’t have a CRM for data, get one YESTERDAY!  Then make sure your team enters all their leads, prospects, accounts, contacts, and opportunities into it using tags.  These systems are very inexpensive and they pay for themselves since they help you manage your sales team with crystal clear accuracy as long as you make your sales team input the data.
3- Sit where they sit and ride where they ride- I like to have my sales people right nearby.  I like to hear what they are saying.  I like them to know that I am accessible to them to help move a prospect further down the funnel or to close a deal.  What’s more important than sales?  Oh yeah… cash flow is pretty important.  But I digress.  If you can’t sit near them and ride with them, then you should spend as much time with them as possible.  That’s the only way to truly know what’s going on.

And if all else fails, just look at the numbers.  Numbers don’t lie.  Get rid of sales people who can’t hit their numbers.  Don’t get dragged down by emotion.  That’s not being fair to your business.   And the rest of your staff- the ones who are truly working hard- know who the slackers are and they’ll only think less of you if you don’t get rid of the salespeople who are taking you for a ride.

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Posted in Selling, Uncategorized | No Comments »

3 simple ways to get prospects to CALL YOU.

Monday, November 8th, 2010

MarketSmart's Phone Number

Here's our number. CALL US to get a free website assessment- Over 34 ways to turn your website into a marketing machine.

These days there’s a lot of talk about how you should use your website as a marketing machine.  …A lot of talk about search engine optimization (SEO) and pay per click advertising (PPC) to drive traffic to your web site or landing page.  …A lot of talk about Facebook fan pages and social media.

But what you really want is to have an interested prospect call you… not just click around here and there online.  Right?

In order to increase the likelihood of that happening, here are three things you should do:

1- Make sure your phone number is on every page of your website or advertising landing pages.

I can’t tell you how many times I have looked at a website and wanted to contact the company but could not easily find the phone number.  So then I’m forced to look for a “Contact Us” page.  If that’s not too hard to find, I go there.  But very often even I can’t find that because their designer got cute with it and called it something else.  Or, after I finally find it, the phone number is buried somewhere on that page.  Sometimes I’ve found myself scrolling way down below the fold to find it.  Huh?  Why on earth would you put your phone number so far out of reach?  Or worse yet, I’ve seen some companies’ websites that are absent a phone number so it’s impossible to call them unless you leave the site and search a phone directory.  Crazy, isn’t it?

2- We recommend the top of your web pages.

That’s where people expect it to be.  So just put it there.  Don’t get tricky.  And don’t let your designer try to get creative by putting it sideways or by doing something cooky that only a designer would understand.  Getting calls is not about style.  It’s about money.

3- To improve your chances of getting a call, try an offer.

This works especially well on advertising landing pages but it’s worth trying on your main website if your business is well-suited for it.  Say, “Save 25%!  Call Now.” or “FREE Gift! Call Now.”  If they are looking at the phone number, they are in the consideration phase of the decision making process.  That’s the point at which people often need a little push to go just one step further.  An offer may be just the push they need.

Also, if you are doing a lot of advertising (online and/or offline), we recommend you use several 800 numbers to track your calls.  Each ad and corresponding landing page should have a unique 800#.

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Posted in Inbound Internet Lead Generation, Lead Generation/Nurturing, marketing, Pay-per-click marketing, SEO - Search Engine Optimization, strategy, Uncategorized | No Comments »

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