A recent report in a major business periodical suggested that sales closing rates are off by an astonishing 66%. Further, sales closing accuracy is down and more importantly closing times are increasing. I was recently asked if a return to cold calling and perhaps direct mail might reverse these trends, emphatically I stated NO. The rationale is simple, clients and even potential clients desire to conduct business with those that they know and those they trust.Cold calling, direct mail and other traditional selling methods do little to build relationships- they simply anger and frustrate. When was the last time you took a call in the evening after a lengthy day from a cold calling maven? And when was the last time you spoke with a million dollar insurance agent that cold calls?The following monthly podcast will provide you with answers to your business issues during the economic turbulence.
February 9, 2008
February 7, 2008
Sales Fitness
A recent report in a major business periodical suggested that sales closing rates are off by an astonishing 66%. Further, sales closing accuracy is down and more importantly closing times are increasing. I was recently asked if a return to cold calling and perhaps direct mail might reverse these trends, emphatically I stated NO. This podcast is designed to help you all eradicate the tired old methods of selling and provide you with new tools that illustrate value and provide client allure.
Deal or No Deal
Everything in life is a compromise; everything in life is a negotiation. We all seem stifled by the word and implications that surround negotiating. Yet what most of us do not realize is that we have been negotiating since we were born. From the time we wanted a bottle or refused napping our education in negotiation began.
Marketing Optimization
Here are 4 of my top 15 rules for optimizing your marketing without much time and resource.
Rule #1: Focus on them.
Forget all the rules of features and benefits. From this point forward all that you do and all that you say must focus on results and outcome. Look at your marketing materials and your voice mail, even your verbal message. Secure success with crucial conversations that exist with a focus on your client. End stereotypes and be different.
Rule #2: Stop your ABC’s and 123’s
Forget about how many telephone calls, brochures and business cards you hand out. The fact remains your success is dependent on who is paying you. Only speak with those that are serious, can write you a check and understand your value; others are just a waste of time! You want to work the business not have it work you.
Rule #3: Network aggressively and remember the 25×30x50 Rule.
Entrepreneurs are horrible at asking for business and they are even worse at asking for referrals. The lifeblood of any business is a satisfied client. Content clients immediately tell others of their happiness. Given the results and your expertise they will be thrilled to offer names, numbers and waist sizes of others that can use you. You must aggressively ask.
One of the best methods for seeking a referral is when a client is completely satisfied and sees the results. Attract a referral when your client is at a high. Do not ask when your service is complete. Ask at the beginning.
Another tool for obtaining a referral is using the 25×30x50 rule. Every 30 days ensure you are with your top 25 clients. You can call or visit directly. If needed spend no more than 50 dollars to thank them for their patronage and previous satisfaction and perhaps referrals. Suggest to them that referrals are the gold bullion of your practice and without them you cannot grow. Satisfied clients will be more then happy to comply.
Rule #4: Bring prospective clients to you
There is a cliché that states for those that follow horoscopes that your moon is in… Marketing your business works similarly. You need to create a gravitation pull to you so that you spend less time calling and handing out brochures. You need to invent magnetism so that clients gravitate to you. My program in Split Second Marketing™ Building a Message that Clients Hear contains over 25 different marketing attraction techniques. Listed here are the top 7.
1. Speaking. One of the best methods to introduce your expertise is to tell others about what you do. Rotary’s, Kiwanis, Chambers of Commerce are constantly in need of experts. Contact these organizations or others to discuss content to enlighten their members. Participants are attracted by new and interesting content.
2. Writing Articles. There are more newspapers in circulation today then ever before. There is a multitude of newsletters, web sites, regional business magazines, and local newspapers starving for decent material. Articles need not be more than 500 to 1000 words. With good content and a solid byline your message can be in the hands of hundreds or thousands.
3. Website. The proliferation of the Internet allows others to discover your content and determine your value. Fees are inconsequential and the business world requires a website to denote your sincerity to clients.
4. Blogs. Similar to articles having a Blog serves two purposes 1) remaining in constant contact with current subscribers 2) enabling you to reach new clients at relatively no cost. The difference from articles is immediacy of availability and frequency of your content.
5. Lunch and Learns. These concise information sessions last no longer than 30 minutes during a corporate luncheon and feature your content. Benefits are a live audience, interested attendees and low cost of acquisition. The intent is not only delivery but possible business from attendees.
6. Booklets. Typically focused on one topic, these small content rich pieces feature your advice on health, fitness and exercise technique. Booklets can be used for potential clients as handouts or products to be sold at special events.
7. Products. When clients become enamored with your content your style and most importantly your results, they want you!!! Products such as CD’s, DVD’s, books, booklets, hooded sweatshirts, etc. make great passive income.
(Additional information on Branding and Marketing is available in Split Second Marketing™ Building a Message that Clients Hear)
©2008 Drew Stevens PhD. All rights Reserved.
February 6, 2008
Defuse Abuse and Regain Time
My program Pump Up Your Productivity™ contains a 22- step process for the common abusers of organization and time. Created here is the list of the top ten.
1. Telephone interruptions – Do not reply to calls when you are in meetings or working on other vital projects.
2. Crisis management – What is urgent to you is not necessarily urgent to others and vice versa, ensure you negotiate to have your time interrupted.
3. Lack of priorities, goals, planning – Remember to plan your day and prioritize all.
4. Drop-in visitors – Everyone should make appointments, plan for interruptions and when they occur ensure you can place other things aside.
5. Ineffective meetings – Never attend a meeting without a proper agenda or time frame.
6. Attempting too much – This pertains to prioritizing and ensuring you know that first things are first.
7. Too many meetings – Only attend meetings that inform and educate, avoid others at all costs. People will waste your time because they can.
8. Personal disorganization – Use your planner and keep track of time and appointments. Files help place papers in an orderly fashion. To Do’s enable you to prioritize your list and leave 15 minutes earlier if you typically run late.
9. Inability to say no – Say it and practice in the mirror you will never regret it.
10. Lack of self-discipline – Optimizing your organizational skills requires change. Similar to clients that want to lose wait and gain symmetry, you seek their change now the fitness test is on you!
Finally there are three final points on organization and keeping sane:
1. Create checklists – Do not obfuscate your day, keep things simple and easy with a checklist and memory joggers.
2. Refrain from clutter bugs – keep one list and only one list.
3. Lose trying to control everything – you will never control your life only influence it, however the less interruptions the better.
