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They are inexpensive, and sometimes free, to implement. |
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They involve a commitment of time and effort in place of money and resources. |
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They are unexpected, and sometimes shocking, to the consumer. |
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They concentrate on cooperation and relationship-building, rather than competition and strong-arm sales tactics. |
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They promote brand awareness and customer loyalty. |
The best approach to creating an effective guerilla marketing campaign is to determine where your target customers are, and find a unique way to reach them.
My book will help you accomplish that goal.
The History
The term "guerilla marketing" was coined in the 1980’s by Jay Conrad Levinson. Considered the "father of Guerilla Marketing," Levinson published his first book on the subject in 1984 (Guerilla Marketing, Houghton Mifflin), and since then has become living proof that the tactics work.
Levinson has since written over a dozen books on Guerilla Marketing.
One of the earliest and most well-known examples of effective guerilla marketing is the Marlboro Man.
Regardless of your opinion on tobacco, the evidence of Marlboro’s success can’t be ignored. The company skyrocketed from near the bottom of the cigarette brand list to the top slot almost instantly with the introduction of their weathered mascot, and the guerilla marketing campaign that brought the icon to the attention of the public.
Coincidentally, one of the creators of the Marlboro Man and his campaign was the now-legendary Jay Conrad Levinson.
Article Source: ArticleRich.com
by Dan Harper
Using Customer Relationship Management (CRM) in your business can give you great gains in marketing effectiveness. Ineffective marketing is to send the same marketing message to every one of your leads or customers. Effective marketing is to customise each message being spoken to your customers and leads depending on the information you know about them.
CRM software gives you the benefit of automating your marketing. This makes you more efficient, and helps you to gain this new level of effectiveness in your marketing.
Customers are smart, they need to be, as they are bombarded with all kinds of marketing messages throughout a single day. Customers have developed a built-in filter to filter out messages that they don't care much about. How are you going to communicate to them effectively? How can you make sure they take notice of you?
CRM software holds important information about your customers and leads. As each customer makes contact with your organisation, your CRM software can keep a record of the details of the conversation, including their interests and the problems they want solved. Problems that need solving equals sales, you can use this information to effectively market to your customers, tell them how you can solve their problems and walk away with the sale.
Let's use a simple example. As a part of your business you provide technical support for the product that you sell. When a customer contacts you, CRM software will track whether the customer was calling for technical support. Over the course of a year, your business probably handled hundreds, maybe thousands of technical support related queries.
Continuing the example, you find out of your great service, your business is expanding. Based on customer feedback, you decide to add a section to your website that features a knowledge base that acts as a first point of call for customers needing help. Having this new offering helps to lower the number of technical support queries your staff need to handle, and it assists customers in having their query answered quickly.
Now, you realise that this is a great marketing opportunity! Customers want to know that you're looking after them, and building them a knowledge base is just the type of thing that you want them to feel good about. You want them to know you're looking after them.
The old, ineffective way of marketing would be to draft an email and send out the same email to all of your customers. All of your customers would sure know about your new knowledge base, but surely you can make more of this opportunity! If you're using CRM software, it would contain information about your customer history that you can use to personalise your message.
Using the new, effective way of marketing and your trusty CRM software, you could give a special message for customers who have called for technical support in the last year. An example of this message might be:
"Thank you for calling us this year for technical support for the product XYZ. We hope that we were able to give you the help you needed at the time. We have been listening carefully to our customers, and realised that we have had multiple customers are call with the same question! Responding to this feedback, we have created an online knowledge base just for you. This means that you can get your problems solved quicker in the future!"
CRM software can help you to find a list of these particular customers through its built-in search functionality. This will give you a targeted marketing message to these particular customers. Effective marketing like this lets customers know that you're really paying attention to them, and that you value their business and their time.
Of course, you'd still want your other customers to know about your new feature:
"We've noticed that you haven't needed to contact us for technical support this year. However, we would still love to hear from you if you have any problems. If you do need technical support in the future, we have created a knowledge base on our website to resolve your problem as fast as possible. We know that your time is precious, so we want to make sure that we help you get back on track as soon as possible."
By investing in CRM software for you business, you can increase the effectiveness of your marketing, and that means more sales and happier customers!
About the Author:
Dan Harper is CEO of Leopard Software, creators of the CRM software system , Leopard CRM. Leopard CRM is the easiest way to transform your business by automating sales, marketing and contact management processes within your business.
Article Source: ArticlesBase.com
by Lynne Saarte
Tips to improve your flyers and make them more productive
Effective advertising can dramatically increase your leads to your small business. And one of the most effective marketing tools is your flyer printing project. So how can you use your flyer printing project to bring in more money for your business? With these 3 great tips, that’s how.
1 – Use a headline that talks about the benefits.
Your target readers don’t care one bit about your business name. So don’t use it in your flyer printing headline. Instead, your target readers and all people generally, are only interested in one thing only: the benefit. They would want to know what you can do for them rather than what you have for your business.
Human beings are generally a selfish lot. Without any benefit to be had from your products or service, you won’t generate any interest at all with your flyer printing pieces. This is one mistake most business owners often make – they dwell too much on the features rather than the benefit.
Use a flyer printing headline that speaks of the benefits from your business to make things better for your target readers and you’re sure to get their attention.
2 – YOU rather than I.
Use more “you” than “I” in your flyer printing project. Read your flyer printing copy. If you see more I’s than you’s then you better change them fast.
Your target readers are again, not interested about you. They are only interested in themselves. It’s not about you or we; it’s all about me. Your target readers would only be interested if you talk about what they want and how being in business with you would help them have a better life.
Appeal to their self-worth and give them information on how they will get value for their hard-earned money. That’s about it – the benefits.
Here’s a rule of thumb in using the words “I” and “you”: for every “I” there should be at least 5 you’s.
3 – Call-to-action that commands.
Your flyer printing project doesn’t stop at the message; your target readers got to know what the next step is. Give them a definite call-to-action but with an expiration date. And the date expires NOW or IMMEDIATELY.
At the end of your flyer printing project, always include a request that your target readers act according to what you want. There should be no doubt what you want your target clients to read, and how they should act after reading your flyer printing stuff.
Be specific: “Call us now.” “Visit our shop.” “Visit our website.”
The rule here is to make it plain and clear what you want your target readers to do. If you don’t, your target readers would simply ignore your flyer printing message and that would mean losing a sale.
Try these suggestions now and see how they can improve the results you get from your marketing campaign.
For comments, inquiries and further info about this article, visit:
Author Information:
Lynne Saarte is a writer that hails from Texas. She has been in the Internet business for some years now, specializing in Internet marketing and other online business strategies.
Article Source: Article99.com
Hints and Tips on
Optimized Press Release Writing
by John Tulley
An optimized press release has to be effective if you want its true effects to show up. This article looks at five ways to effectively optimize your press releases.
Optimized press release writing is an important method to tell the people about the latest happenings in your company or the changes in your products. An optimized press release has to be effective if you want its true effects to show up. Here are five ways to effective optimized press release writing.
1. The first thing that has to be kept in mind while writing an optimized press release is that you should write the optimized press release in the particular format. The logo of your company should be on the top of the optimized press release along with your address and phone number.
2. The title of your optimized press release is of great importance. The title of the press release should be very impressive and catchy. It is the first thing that a reader comes across. It depends on your title that a reader will read or ignore your press release.
3. The initial paragraphs of your optimized press release have to be very gripping. You should be able to hold the interest of the reader of the press release.
4. Do not make your optimized press release writing excessively long. A lengthy press release is generally very boring. So make your optimized press release brief and informative. Use a reader to proofread your entire press release writing before publishing.
5. Your optimized press release writing should be informative. The information in your optimized press release should be correct. It should not be misleading. The optimized press release writings should not be used as a tool of advertising your products and services. If you do so, the reader will consider it as no more important than an advertisement. The whole purpose of writing an optimized press release is to inform people in general of your news item and to provide useful information about your business. Remember that a press release is not an advertisement but if skillfully worded it can indirectly help promote your business.Author Information:
About the author: John Tulley is an article writer for the Internet Marketing Business resource web site. Please visit our web site for more information and advice on optimized press release writing http://www.internet-marketing-business.co.uk.
Article Source: Article99.com
How To Develop A Marketing Plan That Will Make Your Small Business Sales Explode
by Brandt Stohr
Along with your business plan, your small business marketing plan is one of the most important long-term plans you'll make for your small business. Some small business owners choose to ignore that advice, instead preferring to fly by the seat of their pants, so to speak, to "wing it." While some of those small business owners are successful, they're not nearly as successful as they could be had they laid out a well-defined small business marketing plan. Brandt Stohr advises business owners to create a well laid out marketing plan
Small business marketing strategy step 1: Know your market
The first step Brandt Stohr advises in developing a successful small business marketing strategy is to make sure that you have a really solid handle on your target market. Ask yourself: Who are my customers? Once you've identified who they are, ask yourself: What are my customers' problems? What are their dreams and aspirations? The surest way to answer those questions, of course, is to ask your customers themselves. Even if you can't afford to hire a small business marketing firm that will conduct focus group tests for you, you can do your own simple survey by hitting the streets and talking to those people you plan to sell to (and make contacts at the same time!). You'd be surprised how powerful that simple task is yet how few businesses do it. Brandt Stohr advises to find a starving market first and then feed it!
Small business marketing strategy step 2: Know yourself
The second step in developing your small business marketing strategy is to get to know yourself (your business), once you've gotten to know your customers. Ask yourself: What does my business do? How is my business different than my competitors'? How does my business help solve my customers' problems or help them achieve their dreams? Brandt Stohr advises answering these questions will help you to define your unique selling proposition - those aspects that set you apart from your competitors.
That unique selling proposition should become your brand - your business's identity. Your brand is what will pervade all of your marketing materials and what your customers will use to identify you. Brandt Stohr advises his clients on the importance of diligently developing your brand as part of a successful small business marketing strategy can't be overstated.
Small business marketing strategy step 3: Analyze your competitors' small business marketing strategies
Once you've developed your brand - that unique identity that tells your customers who you are and how you're different - you can begin thinking about how you're going to actually market your business. First, look at your competitors' small business marketing strategies. Are there obvious gaps that you could fill (and thereby stand out among the competition)? For example, if you see that none of your competitors have websites, you could stand out with a small business marketing strategy online.
Wherever you market your business, it must be where your customers are. For example, small business marketing online will be a waste if none of your potential customers use the Internet. Likewise, you may think that writing a monthly column in your local newspaper would be a great way to advertise your services and establish yourself as an expert; but if none of your potential customers read that paper, that small business marketing strategy will fail. Brandt Stohr teaches his clients to get to completely know your clients lifestyles, hobbies, habits, attitudes intimately.
At this point, your small business marketing strategy will not only be defined by where your customers are and what your competitors are doing, but it will also depend on your small business marketing budget. A full-page spread in a national magazine may be the best way to reach your target audience, but if you can't afford to shell out tens of thousands of dollars, it's not the small business marketing strategy for you.
Wherever your small business marketing plan takes you, the careful development of your small business marketing strategy - by knowing your market, knowing your business, and analyzing your competitors' strategies - will be a critical determinant of your long-term business success.
About the Author:
Brandt Stohr, the Small Business Marketing Genius has brought startup one man operations to billion dollar corporations by using creative marketing techniques rather then investors and capital. Brandt has been helped hundreds of entrepreneurs to get their small businesses exploding with sales without the use of expensive traditional marketing techniques. For more information and a free report on the ten deadly mistakes most small businesses are still making visit Brandt Stohr’s site at http://www.smallbusinessmktng.com
Article Source: ArticlesBase.com
Don't you hate it when the customer says, "No?" Well we have to accept it because almost all serious buyers say "No" at some point. The key to success is to have good sales tactics ready that will get past those objections.
There are two main reasons objections come up in selling and there are sales tactics you need to successfully deal with them. One reason is a knee-jerk reaction on the part of the customer to realizing the close is imminent. They bring up an objection to slow down the process. These objections are the ones you can get past easily by just acknowledging them and carrying on with the close. Let's assume you are starting to write an order and the customer says, "Hold it, that's a lot of money for a computer system." Some salespeople stop here and leave. Did the customer say he wasn't buying? All he said was it was a lot of money and he is probably right. Try using a sales tactic like, "I understand" or "Yes it is" and keep writing the order. About 40% of the time, the objection won't come up again because it was just a delaying reaction to the close. But, in 60% of the cases, you still have work to do. That's when the following sales tactics can help.
Anything Else?
Before you use any sales tactics other than the bypass explained above, you should always ask if there is anything else. "Other than that, is there anything else preventing you from going ahead now?" Never deal with objections until you know if it is the final objection or just one in a series of objections.
Drop A Name, Add Information
One successful sales tactic is to drop a name for assurance and add information. It's like telling a story. Let's say the objection is not knowing if the warranty is reliable. You might say, "You know, that is just what your neighbor Sam Brown wondered about as well. He did have a service problem two weeks ago and he emailed to tell me how pleased he was with our response. I know you will enjoy our warranty and service as well, I'll get the paperwork started." Always end by going right back to the close.
Get Input From The Customer
Another good sales tactic is to get more information from the customer. For example, if the customer says your price is too high, ask them how much they had budgeted for the purchase. Notice this is not asking how much they wanted to spend but how much they had budgeted for the purchase. With that information, you may be able to lower the payments by extending the term, you may be able to switch to a different model or you may be able to use a "take away' by asking what features they would give up to get the item for that price.
How's That Working For You?
When customers say they are keeping what they have now, a good question is "how is that working for you?" If you did a good job asking questions in the interview stage of the sale, you should have got them to tell you what they don't like about what they have and why they are thinking of changing or getting a new one. In the objections stage you use this information to ask how they like what they are doing (or not doing) to solve these issues. For example if they say decide to put off their purchase for 6 months, you might say, "You did say your present equipment is wasting $700.00 per month compared to our new efficient machine. How do you think putting it off will work out for you?"
There are many sales tactics to handle objections. The important thing is to have several ways ready to handle each objection and to practice, drill and rehearse until you are smooth and confident with your sales rebuttals.
Get sales tactics that will overcome objections by ordering our online course on closing sales and overcoming objections with Carl Davidson. It's fully guaranteed for 60 days. You will close more sales and overcome more objections immediately with these powerful sales tactics. Visit our sales tactics blog at www.sales-solutions-now.com.
Article Source: ArticleRich.com
by Rich Bendall
For businesses looking to grow and to reach new clients it is easy for them to get caught up in chasing every sales lead that appears. However doing so can be both time consuming and not necessarily cost effective. Simply put some sales prospects are more likely to result in a completed sale than others and so concentrating efforts on these is likely to be a more worthwhile use of time and money. The process of picking out the prospects most likely to lead to a sale is known as sales lead qualifying.
When identifying the leads with the greatest chance of becoming a completed sale businesses should look at a number of things. Generally good sales prospects should have the same three characteristics; a need, sufficient budget and the authority to buy. A need to buy demonstrates that the prospect will be looking to buy the product or service you offer either immediately or in the near future. A sufficient budget shows that the prospect is able to afford to buy from you and the necessary authority indicates that the contact is in a position to complete the sale.
When qualifying leads businesses should first begin by defining their target market as precisely as they can. This will allow them to then focus on the leads that closely match the target market. From this it’s a case of asking simple qualifying questions to help you determine whether the prospect has the necessary need, budget and buying authority.
Qualifying your sales leads is not necessarily an easy task but through careful planning it is something that can be done. Many businesses like to use a grading system for their sales prospects based on the probability of a sale taking place. Businesses will then concentrate their efforts on the leads ranked highest on their scale.
About the Author:
Located in the UK, BasePlus provide a comprehensive sales and business development service. If you perceive some value in technology sales leads , but would really like more sales opportunities, you will truly appreciate the qualified IT sales leads that BasePlus can deliver to your business.
Article Source: ArticlesBase.com
Small Business Marketing and the US Census: Economic Trends, Market Research and More
What would you say if I told you there were an online tool that could provide detailed information about the size of your market including trends in your industry and other important information concerning the economy as a whole?
What if I told you that this tool could help take the hit-and-miss out of small business marketing?
And what if I told you it was free?
The US Census site - www.census.gov - is all that and more. That's why it's such an essential data destination for market researchers, entrepreneurs, government agencies and anyone who needs accurate information about social and economic trends in the US. The economic portion of the site offers a wide variety of reports - usually in the form of a downloadable .pdf document - covering topics ranging from basic economic indicators to employment statistics and more.
There is, of course, one major drawback to US census data, and that's how often it's collected. There are areas of the website's economic data still based on the 2002 Economic Census, and even the economic indicators updated on a monthly basis do so based on information obtained two months previous.
Even so, there are numerous ways that US Census economic data can be essential to making informed small business marketing decisions, and having a sense of the scope of resources available will get you started in putting that data to work for you.
Does the number of households with children in your county, region or state make a difference in terms of the size of your potential market? How about the number of retirees, or individuals representing a certain minority group? If so, you'll want to check out the People & Households section of the website which also contains important information concerning household incomes.
These numbers could help to influence how much of your marketing budget you dedicate to reaching certain sectors of your target demographic, and where, geographically, you choose to concentrate your advertising dollars. It may also help you determine baselines for products and pricing.
If your target market is tied to a certain business or industry - the housing market, for example, or the entertainment industry - you'll want to explore the Business & Industry section of the US Census website. This is where you'll find general economic indicators for major areas of the economy, as well as more specific information through the North American Industry Classification System (NAICS.) This type of industry-specific info is also good for surveying exactly how your own business is doing relative to your industry as whole.
There are a number of different ways to use the information available through the Business & Industry section. If you're wondering, for example, what types of online businesses and e-commerce websites are making the most money - and what areas of online sales appear to be growing the quickest - you might go to the E-Stats section. If your market includes small business owners, you might gain some useful information from the Survey of Business Owners. And, if the local economy is important to the growth and development of your business, the section marked County Business Patterns, under the heading of Economic Indicators, is a great place to start.
By taking US Census information into account, you'll be able to "look before you leap" when it comes to major business decisions, and develop key strategies to keep pace in a changing world.
For more information about how to put US Census data to work for your business, visit http://www.census.gov/epcd/ec02/uses.htm .
About the Author:
Michele DeKinder-Smith is the founder of Jane Out of the Box, an online resource dedicated to the woman's entrepreneur community. Discover information, networking and marketing opportunities for women small business owners by joining Jane Out of the Box for free at http://www.JaneOutoftheBox.com.
Article Source: ArticlesBase.com
A vital way to build deeper, meaningful business relationships
It's no secret that lasting success in sales, no matter what kind of market you're working in, relies on building and maintaining long-term business relationships with your clients. Indeed, most of us get plenty of advice on activities we can do to help make that happen-from follow-up calls to thank-you notes. As a sales trainer, I've noticed that what's often missing from that advice is a recognition of what needs to come first…the missing element that is at the root of all great communications.
If you want your efforts to be meaningful and memorable, you must connect emotionally with people. Without that element being present in how you interact with others, no amount of hard work will help boost your sales performance…and no amount of ambition will get you to where you want to be in your organization.
Consider the compelling results of recent market research on the subject. A 2003 Gallup study suggests that no matter how high a company's customer satisfaction levels may appear to be, "satisfying customers without creating an emotional connection with them has no real value. None at all." But when Gallup looked at customers who credited emotional connection as part of their deep satisfaction and loyalty to a store, they also found that those customers visited that business more often and spent more.
It's important to not lose sight of what it means to connect emotionally with someone. It's not enough to just pick up the phone and call clients and talk about yourself, or tell them all the great things that your product or service you can do.
Connecting emotionally with someone starts with understanding that it's not all about you...it's about them. When we engage in open, honest communications, we connect with others with empathy. We listen first. And we demonstrate that we understand what it's like to be in another's shoes. Indeed, empathy is an important skill and one I discuss in further detail in the book I co-wrote with Steven Gaffney, entitled "Honesty Sells." (Available May 11 from John Wiley and sons)
Let's look at four things you can do today to improve the way your connect emotionally with people...
Sharpen your listening skills
There's no better way to understand the needs of your customers than by listening carefully to what they have to say. As a sales professional, learn to be less preoccupied with the need to force your opinion on others. Instead, make it your job to listen to their opinions and feelings, ask questions, and then find tailor-made solutions to fit those opinions and feelings.
Tell stories
Human beings are hard-wired to be receptive to the power of compelling stories. As one writer recently quipped to me: storytelling is a lens through which we can catch a glimpse of the lives of others as well as mirror of our own. When you share with your customers your own stories of challenges you've encountered in business-even mistakes you might have made in the past-it humanizes who you are. It helps remind others that you're not all that different in terms of your aspirations, goals, as well as in terms of what you worry about.
Be thankful
Whether it's people in your personal or professional life, you can never say thank-you enough. People love it when they are recognized, appreciated and made to feel special. So take every opportunity you can to demonstrate how thankful you are by way of thank-you cards, modest gifts, treating a customer to lunch…your choices are endless. What's most important is that your gesture demonstrates how much you value that person and not their money.
Be thoughtful
As I've noted in a previous newsletter article, being thoughtful is where your creativity and attention to detail can help you really stand out. That goes a long way in an effort to connect emotionally with others. I was once told a great story about a top salesperson that was asked what set him apart from everyone else in his business. "I genuinely love people and I like showing how much I appreciate them," he explained. "There are plenty who remember to send out a birthday card to a friend or client, but I'll bet I'm the only one who thinks to also send out a birthday card to that person's beloved dog!"
Colleen Francis,
Sales Expert, is Founder and President of
Engage
Selling Solutions. Armed with skills developed from
years of experience, Colleen helps clients realize immediate
results, achieve lasting success and permanently raise their bottom
line.
Start improving your results today with Engage's online Newsletter Engaging Ideas AND 10 weeks of free sales tips:
Article Source: ArticlesZone.com
What is the importance of press release?
Author: Steve Waganer
Press releases are one of the best sources to get authentic backing about your product and service. While writing the press release stick to facts and avoid using any flowery language. Strong headlines are sure to attract attention from prospective customers.
A press release is all about the publicity that you can do for your online business. The more publicity you do for your goods and services the more your business gets recognized everywhere on and off of the web. The trick is in making use of all the publicity tools including press releases in the correct way to draw attention to your site. Publishing press releases on the web is one great way of going about the successful publicity of your site.
Well, it is not enough just to write press releases and publish them on the web, you must know the correct way of writing a press release to be noticed on the web. There are hundreds of press releases posted on the web on a daily basis and there are chances that the one you write will get lost among the lot. The press release that you write must be just perfect to make you visible on the web.
The first and foremost rule of writing a good press release is that the information that you give throughout the press release must be newsworthy. Who will even read the press release that you have written if the information is not newsworthy? Remember, your press release must not sound like an advertisement. Rather it should be newsworthy information about the product or service you are offering to customers. There is a very thin line between writing about your site and the write up not appearing as advertisement of your business.
Always remember to ask the question how you as a customer will feel while reading your write up. And if you feel that you would not like to read it, then you drastically need to change your press release. If you do not like something chances are no one else will like it either. Put special emphasis on the first paragraph of your press release. Most editors do not go beyond the first paragraph and if you are going to create a first impression then half the work is done. If some one likes to read your first paragraph then they will go through the entire thing.
Press releases have more credibility among all the other publicity methods. While reading a press release readers do not feel that they are reading some other disguised advertisement about a product. Readers and online visitors are more likely to trust credible sources like columnists, editors and reviewers about the authenticity of any write up appearing anywhere. Editors will not publish anything that is not well written.
The buck does not stop here. The next step for you is to submit your press release to the proper places. You need a proper channel to publish your press release be it online or offline. Lots of people must have access to your press release if you are serious about this and want to create an effect. Create very impressive and eye catching headlines for your press release. A catchy headline guarantees that you press release will grab attention and compel people to read it.
Take care that there are no spelling and grammatical errors in your press release. Get someone to proof read it two or three times so that there is no chance for any mistakes. Incorrect spelling and grammar usage is not acceptable. Stick to the facts while giving information to readers and do not try to use fancy language and adjectives in your writing.
Author Information:
Steve Waganer has specialization in Web Marketing. He is expert in Search engine optimization, Affiliated Marketing, Affordable search engine marketing and articles and press release. To get his expert advice for your website to get high rank and top position in major search engines visit http://www.cometsearchenginemarketing.com
Source: Article99.com
Following are techniques that I tried, how they failed or succeeded, what works and what doesn’t and why. I show many different ways of advertising your new PC Repair Business, and what to avoid. I also show several unique types of advertising that get good results, which you may have never heard of before, but they work! There is a lot here to read, but you won’t regret learning everything that I have to show you. Don’t make the same mistake I did, with trial and error. Let me show you what works. Enjoy!
NEWSPAPER ADS
I knew quite a bit about graphic design (being a graphic designer for many years), so I would put an appetizing ad, no, in fact, a COUPON, in the local newspaper. People are always looking for a discount. And EVERYONE has computer problems. So I should just get swamped with business just off this one ad. NOPE! I got one phone call from my ad. I had placed the ad in the local newspaper (our city’s main newspaper) which went to 33,000 homes, and I had it come out on the biggest readership day: Sunday. The ad I placed was a professionally-designed Computer Tune-up ad that I had done, giving them a discount from the regular price of $69, to $49. They were saving $20! It was an incredible deal! But I only had one response. Why? What did I do wrong?
Unfortunately, I was forced to use a horrible, red border. It is HUGE! In order to get the deal I was getting for this ad, my ad had to be put in with a couple of other ads (not related to the computer business) and have an ice cream-looking coupon border around it.
The ad had all of the elements of a good coupon. It was a GREAT deal! They were saving $20 off the regular price (this is the next best thing to FREE – a dollar value of savings). They had to act now (call to action) because it was for a limited time and expired in two weeks. People are graphic in nature and the picture of the computer and the words, “Computer Help!” in the screen would identify with people having computer problems. The headline was bold and heavy, it stood out from the rest – so that it don’t have a paragraph of information that people won’t read, and it spoke directly to people having a slow computer (everyone has a slow computer). Then it went on to explain the headline in more detail with a subhead. Plus, there was a GUARANTEE of a speed increase. You CAN’T go wrong with an ad like this, can you? Well, I did. I don’t believe that the ad was evil and won’t work. I believe that I had the ad where people didn’t look.
Whenever you get ready to do any type of advertisement, you should test-market it, first. Whether it is an ad, a website (or page), direct marketing (such as mailers, mailed brochures or ads), etc., you should test it on different types of people to see how they will respond, and record their responses. In the case of the ad, I should have passed this ad out to several people and got their responses of the ad. I should have then placed this ad on a page with several other similar ads and got responses from different people looking at the entire page of ads, had them put down the page, and asked them to tell me what stood out. Could they remember any good deals? This would tell me if my ad would stand out in a newspaper, among other similar ads.
In my particular instance of only getting one response from my “great” ad, it was literally buried in with other ads that looked similar to mine. In fact, my ad was not even on a page with other services, but “hidden” on a series of pages that had nothing at all to do with what I was offering, or computers, or even a story about a computer… nothing! People who would be looking for my type of service were not going to look where my ad was, and that is the lesson: PUT YOUR AD WHERE YOUR POTENTIAL CUSTOMERS WILL LOOK, NOT WHERE YOU GET A GOOD DEAL ON ADVERTISING ! and DO TEST MARKETING.
After my ad came out, I gave my wife the newspaper and asked her to find my ad (test marketing after the advertising came out… too little, too late). It took her TWO TIMES of going through the newspaper, page-by-page (and this is a small city newspaper) to find my ad (and she knew what to look for and what the ad looked like). So how are potential customers going to find my ad if they don’t even know that they need to look for it??? They won’t!
Think of it like this… if you want to sell motorcycle parts, put your ad in a motorcycle magazine. You have to think like the customer. A customer wants motorcycle parts, so where should they go? They start looking at places that sell motorcycles and accessories, groups that are associated with motorcycles, magazines that cater to the motorcycle crowd, message boards and websites that are all about motorcycles. You may or may not go to the newspaper and look through every page and see if someone is selling motorcycle parts. In fact, it is probably safe to say that a person looking for motorcycle parts won’t leaf through pages of articles in a newspaper, looking for motorcycle parts. They may look through the only place in the newspaper that they think might list places that sell motorcycle parts, and that would be the business section of the newspaper and/or the classifieds. So, if you were in the business of selling motorcycle parts, you would want to have an ad right where your potential customer expects to find an ad for motorcycle parts. Place the ad in those sections ONLY. Do not place it where I did (in the middle of a bunch of articles) because I got a good deal.
So, in case your eyes just rolled back in your head, here is the gist of what I just said… when placing an ad for PC Repair in your local newspaper, either place it in the Business Listing for Services in your area, or place it in the proper classified sections, where people will look for your type of service. Do a test: ask a few people you know where they would look in your local newspaper if they needed PC Repair Help. Let’s say that their computer was running extremely slow and they needed help before they pulled out the rest of their hair, where in the newspaper would they look. Ask at least 10 people. And whatever the majority is, that is where you should place the ad (no matter how much it costs). If not, you are just wasting your money. Remember to always think like your customer.
WORD OF MOUTH ADVERTISING
Once I started getting customers, because I always did a little extra for the customers, I received really good word-of-mouth advertising and referrals. Referrals are gold! When you can call or stop by and see someone about computer problems that you already know that are having (from their friend or relative) and you can drop a name of someone they know who sent you, you are as good as IN THE DOOR! If your service was good for their friend, it will be good for them. And when you have the name of their friend, it is like you are their friend as well.
One way to get referrals from your customers is before you are completely done with the job you are doing for them, and they can see a definite improvement, give them a piece of paper and a pencil and ask them to write down 3 friends or relatives of theirs who could benefit just like they did. Most of the time they will be happy to give you the names, if you have made them happy. If you do this at every job, your business will snowball! This is the best way to build a business: by doing a good job and having a good reputation, with a network of people who sent you to the next customers, stamped with their seal of approval. It doesn’t get any better than that!
YELLOW PAGES ADS
A Yellow Pages ad is a good thing, but you don’t need to spend the big bucks and get the biggest, most colorful ad, with ALL of your possible services, mother’s maiden name, the history of your business, etc. on it. You need something a little more than the listing (just to stand out from the other guys a little). Your ad should list your company name, address, phone, and some services. One thing that has helped me get business over my competition is that I offer FREE Computer Pickup. People either don’t like to, or don’t know how to, unhook the web of tangled cables to their computer, for fear that they will never get them hooked back up. I offer a FREE Computer Pickup, where I come by and work on their computer right there, or I unhook it for them and take it back to my shop to work on it. And when I return, I don’t just drop it off at the front door, I go in and hook it all back up for them. This is not only a HUGE benefit of them going with me over my competition (who is standing behind a pretty glass case, waiting for business to come through the door), but also shows that I really did fix their computer and it now works and works better. It is a reassurance factor and builds credibility.
In a Yellow Pages Ad, you can get carried away by trying to do a long sales pitch, when, in fact, you can just list a few important things you do, and tell them to visit your website for the full details. This gets them to your website and there you can give them the full scoop and exactly how you can help them. Just don’t spend $100 or $500 every month to tell a story that you can do for free on a website.
Here is my Yellow Pages Ad. I spend $50 per month.
(my logo)
• Computer Tune-Ups
• Small Business Networking
• Wireless Networking
• PC Troubleshooting & Repair
• Custom-Built Computers
• Computer Upgrades
• OnSite Support
• Microsoft-Certified Techs
• Website Design & Hosting
• FREE Computer Pickup
(website address)
(address)
(phone)
BROCHURES & BUSINESS CARDS
Of course, you definitely need something to leave with potential and current customers. You absolutely MUST have a brochure and business card, and NOT the peel-off or perforated card stock you get from your local office supply store, and print them off on your ink jet printer! Your brochures and business cards are sometimes the only thing that a potential customer will see that represents your company. Now, you may work out of your home, but you don’t want it to look like you do. You want to appear as if you are a HUGE computer company, capable of handling any of their computer needs. A basement business card job doesn’t say that. If you want to gain good credibility, spend a little money and get commercially-printed brochures and business cards.
You will want a good image design (designed by a professional) with raised ink on the business cards and some kind of color (no black and white business cards or brochures). If you can afford it, get matching business cards and brochures, with the brochures on a white or ivory, gloss stock (like a 70# gloss text). You don’t want it to look like you photocopied the brochures. And it is proven that by adding some color to your marketing pieces, your responses are MUCH higher, than with black and white.
And by having matching business cards and brochures (the same color stock and printing), you show your potential customers that you have it together and this isn’t some basement operation (although it might be). Appearance and perception is everything. And your marketing material represents how you appear to your customers. Don’t skip corners here; you will regret it and it will cost you more money doing it the hard way. Trust me!
If you would like to have the rest of this article, in the form of a 15-page “Marketing Techniques… What Works and What Doesn’t For a PC Repair Business”, along with accounting forms for a PC Repair Business, a PC Repair Business Website FULL of Content, Step-by-Step How-to’s and much, much more, visit http://www.LapeerTechGroup.com/businessplan.asp for all of the details.
© Copyright 2005 Lapeer Tech Group www.LapeerTechGroup.com
If you would like to use this article for any publication, you may do so if you do NOT change any of the content, and the tag lines remain intact.
I have worked in the IT field since 1989 and hold several Microsoft certifications. I am a network administrator and owner and operator of Lapeer Tech Group, located in Columbiaville, Michigan (just outside of Lapeer). During these years, I have supported both Macs and PCs, am an accomplished graphic and web designer, and have had the opportunity to support 2nd and 3rd level enterprise networks
Article Source: Free-Articles-Zone.com
Sales Training Tip - 10 reasons why hard sales tactics never work
by Sean
Hard selling is when you go straight to the point and start to try to sell your product without any finesse. It is simply telling your prospective buyer that he should buy your product. Now this hard-core approach may work in some instances but the majority of your prospective buyers will be put off the sale by this approach. Here are 10 good reasons to change your sales tactics.
1. People hate being sold to: hard sell will bring out the worst in people. When aggressive sales techniques are used this will prompt the prospective buyer to be aggressive as well and act negatively to the sales person. Pretty soon they are ready to argue with you and you know the sale is completely lost.
2. Hard sell will intimidate your prospective buyer: This sales tactic will intimidate some buyers and again cause them to have less interest in the sale. Intimidation will again give your prospective buyer negative feelings towards the sale. They will not have a very good feeling about your company when they see the sort of sales people you hire. This is another factor that will cause you to lose the sales
3. Hard sell makes you sound desperate to sell and this will always put off your buyer. The buyer can sense when the sales person is desperate to sell a product to them. The buyer wonders why the seller is so desperate and is immediately suspicious. This suspicion will turn into mistrust of the truth in what the sales person is saying. The buyer will very likely not buy the product.
4. Hard sell in sales copy will often use hype and prospective buyers can see right through this. Prospective buyers are savvier than they were and will not put up with hype. They want the facts not some pie in the sky promise. If sales copy tries to push the sale with this type of tactic there will be no sale.
5. Prospects need a reason to buy: hard sell does not allow time to explain benefits and what the prospective buyer can expect from the product. Hard sell usually uses features rather than benefits. Benefits are the reason for a customer to buy. You must answer the quest on every prospective buyers mind “What’s in it for me?”
6. You need to build rapport with prospective buyers: building a relationship with your potential buyer is a very important part of selling. You will not only make a sale on the initial product you will build confidence in your buyer. When the buyer has confidence, they will very likely purchase another related product from your company. If you use hard sell you cannot build this all-important relationship. Ultimately you will lose not only the initial sale but also a valuable long-term customer.
7. Soft sell will allow the reader to make his own decision without being pushed into a sale. As mentioned people do not like to be sold to, they do not want to feel that someone is dictating to them and telling them that they have to buy something. Most people want to feel that they are making their own decisions and soft sell will do this for them.
8. Soft sell always outsells hard sell: it is a proven fact that soft sell always outsells soft sell. This is because people can be persuaded but do not like to be forced into a sale. Hard sell is literally pushing your product at your prospective customer and not giving them a chance to say no. Soft sell on the other hand is offering your prospective buyer a product and allowing them to make the decision to buy.
9. It is easier and more enjoyable to use soft sell tactics: soft sell will allow you to use more sales strategies. It is a more enjoyable way to sell because you can talk to the customer, demonstrate benefits and build up a good rapport with your prospective buyer. It is more enjoyable to talk with your buyer and get to know him rather than pushing a sale on him.
10. Soft sell is a powerful way of pre selling products and warming your customer for the sale. When you warm your prospective buyer for the sale, you will be far more successful in selling your product or service. People like to know more about products before they buy and pre selling will allow you to do this for them.
Hard sell rarely works because of the above reasons. Additionally there is a stereotype of the pushy sales person using hard sell tactics. When hard sell is used this image comes into the prospects mind and prevents them from accepting the sale. In this way you will lose many sales.
Sean McPheat provides sales training across the UK, Europe, US and the Middle East. Visit his sales blog for free information about how to increase your sales and close more deals.
Article Source: BylamoArticles.com
Business contact information is a necessary requirement for pre qualifying potential clients. There are certain attributes that you want to look for in business contacts so you need to capture and track that information.
Every prospect’s file should have a list of his/her business contact information. It doesn’t matter how you get the information, it simply matters that you get it. Two common sources for acquiring the necessary business contact are through phone calls and through web site information request forms. These forms can be printed out and faxed to you or sent via pdf.
The important issue to remember when gathering business contact information is that you get the information back before you go on the sales call. The type of information you need to know about your business contacts include these items:
Contact information
Web site URL
The business industry
Number of employees
Number of locations
How many computer users
How many people are on the LAN
How many desktops
How many laptops
How many servers
Brand of PCs they have
Most important software application
Windows and Office versions
Do they use NetWare, Linux, Unix
Do they use a host based system
Define their top 5 computer related problems (list in descending order)
Who supports their PCs and technology today
What is their revenue
How did they first hear about your company
Bottom Line on Business Contact Information
All of this type of information about your business contacts will help you understand the business. You will be able to analyze whether the business is part of your sweet spot. With this type of business contact information you can make sure the company is the right size for your business and that they use hardware and software systems that you feel comfortable supporting.
Copyright MMI-MMVII, Computer Consultants Secrets. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance}
Joshua Feinberg helps computer consultants get more steady, high-paying clients. Learn how you can too. Sign-up now for Joshua’s free Computer Consultants Secrets audio training at http://www.ComputerConsultantsSecrets.com
Article Source: ArticleRich.com
The time we spend in effective Prospecting pays rich rewards. It is the time we don't spend in Prospecting that can end our careers. Here is a quick set of reason why we all need to Prospect regularly.
I am not the world’s most organized salesman. In fact, I may be the least well organized sales person you will ever know. However, I do know one very important organizational fact regarding success in sales. If you don’t set aside time for Prospecting on a regular basis, that is daily or weekly, you will pay a price. I recently wrote about the hills and valleys of sales. These are the times when you are really flying high and then the times when you are down in the valleys trying to climb up and see some day light. The reason we get into those valleys is because we let “things” prevent us from doing what we need to do to stay on the hilltops. In my case, that is virtually always Prospecting. I let myself get involved in other work and don’t Prospect. And this other work is legitimate – really. I am working with someone else, working on a presentation, making speeches, or some other very important and worthwhile activity. That doesn’t prevent the problem of a valley in my future however. So what should we do? We must make a sacred time each week that is just for Prospecting. Nothing short of death gets in the way. Our BLITZ CALL® Prospecting System is designed specifically for regular periodic Prospecting, use it or any other system with which you are comfortable. Not a “big deal” Prospecting event, but just a regular activity to keep your pipeline of Prospects full. If you try to make Prospecting an “event” then it will get too complicated and you won’t do it. Once your Prospecting system is set up and running you will be able to Prospect without needing to do anything to prepare. Just do it. Nothing will get in the way. That way you can spend your other time doing all the other things that must get done, while not avoiding the essential – Prospecting. We have heard it all our business lives, but it is still true, time really is money. Sell Well and Often. Bill Truax © Copyright 2007 WJ Truax
Bill Truax is a Sales Development Consultant based in Cleveland, OH. He has 3 books, 2 CDs, seminars, and workshops on prospecting, he also trains managers and makes calls in the field with sales professionals visit www.BlitzCall.com for product and contact information.
Article Source: Article99.com
by Kaye Marks
Business cards are an essential part of every businessperson’s arsenal. You have to have a business card ready to hand to anyone who might be a potential customer. Ideally, each business card will bring you an extra sale (or ten). However, that will only happen if your business card is effective, and it can only be effective if you make it better than the zillions of others out there.
Let us go through the process of designing your business card, step by step.
1. Determine the goal of your business card
Are you simply trying to introduce yourself and your business? Are you trying to gain an advantage in a competitive market? Are you re-establishing yourself after a tough period or an embarrassing moment? Whatever your goal is to make your new business card, always remember to stick with it. Business cards do not have to be just your name and contact information anymore. Be bold when you are thinking of your goals.
2. Decide what your business card will say
Once you know your overall strategy, now you will have to be a bit more specific. Decide exactly what content you will include on your business card. Remember that you can include more than your name and number. Write your slogan on the card. If you are offering incentives to new customers, put the incentive right there on your business card! You can even put special offers or coupons on them. It is really up to you, but has a clear plan in mind at this point.
3. Decide how your business card will look
Let me give you a hint right away: you do not want the same old, black and white business card that you have seen thousands of times. You will want to go with color business cards, which are significantly more effective. Moreover, do not worry about the extra cost. Business card printing is not that expensive anymore, even for color business cards, and the increased profits you will see make it well worth the expense.
So now that you know what you are going to say on your business card, and you know you want to have color on your business card, decide how you want to put it all together. Do you want it to look formal and professional? On the other hand, do you want it to be more lively and spontaneous? As long as your design strategy fits with your type of business, then the sky is the limit. Just do not put colorful clowns and balloons on your card if you run a funeral home or anything like that.
4. Look around, and rethink
You now have a complete design for your business card, but you are not done. The worst thing you can do is take this design straight to the business card printing company you have chosen and have it done up. You might not like the results. First, look around at some sample cards or at the cards of your competitors. You want to make sure that your cards are unique. At the same time, you want to make sure that your cards are not so “out there” that they will distract the customer.
So evaluate your design for a few days before you commit to it. You will be happy you did.
5. Get ‘em done!
If you have taken some time to think over your design, you have most likely made a few changes to it. That is good; that means you are even happier with your card now. So now, if you are comfortable, get your business cards printed! In addition, start enjoying the increased revenue!
Kaye Z. Marks is an avid writer and follower of developments in business card printing and color business cards printing industry and how these improvements can benefit small to medium-scale business.
Article Source: Amazines.com
Growing up in NY the highest compliment you could pay someone, was to say they were “Street Smart”. This indicated the individual knew how to get things done, with a commons sense no nonsense approach to life. This same common sense approach is what makes Street Marketing, ideal for the small business owner looking to create a big impression on a limited budget.
Street Marketing is built on the same foundation as traditional marketing; clear goals, concise description of a target customer, and a well thought out plan.
The difference is a matter of focus!
Unless you have the marketing budget of Coca Cola or McDonalds, you don’t really have sufficient funds to support a true mass market campaign, one that reaches all consumers. Savvy Street Marketers narrow down their audience to people who are most likely to buy. They spend marketing dollars reaching a concentrated group several times, rather than trying to touch everyone once. This does not mean they limit to whom they sell, but simply to whom they actively try to reach with marketing materials.
Street Marketing takes leg work
How do you decide where do you invest your money? Take time to do some analysis and planning on the front end. Study your past sales, where does most of your business come from?
Also take time to look hit the streets. Look at census data, and local real estate and business publications to find uncover neighborhood trends. The local chamber of commerce may have some additional insight into where the “action” is.
And finally, are some sub-groups or communities ignored by your competitors? Each of these groups may make attractive targets. Be sure the community you select is large enough to support your business objectives. Then plan your attack.
Your goal is to get their attention. It is about reaching the right customers, with the right message, at the right time. Instead of running a 1/8 of a page advertisement in the Sunday paper, alongside five of your competitors, consider buying a larger advertisement in a smaller newspaper, or neighborhood directory. You are more likely to be noticed and remembered for supporting their community. And if you advertise on a regular basis, these smaller newspapers are more likely to make room for your press releases and informational articles.
Be on the Street on a Regular Basis – Be Consistent!
If you join an association, show up for meetings on a regular basis. You won’t necessarily get referrals the first time you attend a networking meeting. But hang in there, as you become part of the “regular” crowd opportunities will drift your way.
Consistency makes your message more noticeable in other ways as well. Be sure that all your marketing material; ads, brochures, door hangers, postcards, web site, trucks, invoices, and yard signs all look as if they are part of the same company. Use the same fonts and same colors in everything you do. Always place you logo and phone number in the same position in all your advertising material. This will train your customers over time where to look for the information they need.
Work Smarter Not Harder
Effective marketing does not require that you spend a lot of money, it simply demands that what you spend, you spend wisely. You don’t have to outspend the biggest competitor in town to be successful; you just have to outrun him on the street.
About the Author:
A 20-year veteran of corporate America, Lorraine Ball teaches business owners across the country how to use creativity and planning achieve exceptional results. An accomplished marketer, she has won regional and national communication awards. Her articles on marketing, networking, and business development have been featured in Contracting Business, New York Forum, and ACH&R news. Her books, “The Entrepreneur’s Notebook” and “Confessions of a Networking Junkie” are popular resource for business owners across the country. Active in the Indianapolis business community, Lorraine is the President of Rainmakers, and a member of the Board of Directors for the Network of Women in Business. Her monthly networking newsletter Business Notes from Roundpeg is distributed to more than 4,000 local professionals and her blog, www.indy-biz.com , is rapidly becoming a must read for local business owners. Lorraine holds an MBA from the University of Texas, and a BA from Queens College, City University of NY. She has been on the faculty of University of Indianapolis, Marion College, and the Indiana Institute of Technology. Today, as the founder of Roundpeg, she helps business owners find a “Starting Point” for growth and change.
Article Source: ArticlesBase.com
by Danny Austin
There are many ways entrepreneurs sabotage their own efficiency. Here are three of the biggest time-wasters to steer clear of:
Dealing with people who can't make the buying decision. All too often, we try making our pitch to anybody who'll listen-without finding out if we're speaking to the right person.
Don't be afraid to call to the highest levels--even if that means the president of your target company. He or she may not get involved directly, but will refer you to the appropriate contact. Then, you've opened the door to building a relationship at the highest level.
Working without a priority list. The best use of your time is focusing on the people who already generate the most income for you, as well as those with the most potential for generating more income. Make a top 20 list naming your 10 biggest accounts and top 10 prospects. Look at the list every day and ask yourself "What do I need to do today to get more business from this person?" or "What do I have to do today to move this sale to the next step?" Your top 20 list will keep you focused so you can spend your energy on getting the best return on investment. Always keep the list handy, whether it's on your Palm Pilot or in your wallet.
Relying on technology rather than on relationships. We all use technology. It's a great tool--but while it can help you with your business, it doesn't close the sale for you. Sales are made from relationships, and it's difficult to establish relationships on a computer screen. Keep your e-mails short. They're great for passing information, but they'll never take the place of the face-to-face (or even voice-to-voice) communication.
The biggest time-waster of all is trying to sell fast without selling smart. Never trade speed for knowledge. Don't go through the motions of what you're "supposed" to do--asking all the right questions, giving your pitch and going for the close--without taking time to get to the know your customers.
If you want to learn some Power Principles of Maximizing Your Business Success for FREE, subscribe to my FREE Newsletter by visiting http://www.ministryofbiz.com/eproducts.html
Article Source: ArticleRich.com
Direct Mail Marketing for Computer Repair Services
We have all heard of companies like the Geek Squad, they will come to your home and fix your computers or they will come to your office and help you set up your network because you are too stupid to know and do it yourself. If in doubt call the geeks, because they know how to do things that we can't do. We know it and they know it.
The question then is how do these types of computer repair services advertise and market their business? Well, one great method of advertising for a computer repair service would be direct mail marketing advertising like you see in those little coupon packages that come in the mail. The computer repair service can send out these coupons to zip codes that are within a 20-mile radius of their shop and get plenty of business.
How often should these direct mail marketing pieces for the computer repair services be sent out? I believe it makes sense to send them out once per month or every other month, because it does not cost that much and it is a much-needed service. You just never know when someone is get have a problem with their computer. Let's face it sooner or later we will all need computer repair services and we need to know how to get a hold of these folks. I hope you will please consider all this in 2006.
"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance. Lance is a guest writer for Our Spokane Magazine in Spokane, Washington
Article Source: EzineArticles.com
Common reasons for sales reluctance
by Kaloyan Banev
Almost anyone in sales has some form of sales reluctance, whether it is a total reluctance to have anything to do with sales, a reluctance to call on certain prospects, or even to sell certain products or services. Sales reluctance can become an obstacle to achieving higher sales performance and in most cases it can be overcome. Here are 10 common underlying reasons for sales reluctance and a brief overview of what to do about it. It is not an exhaustive list but most other areas are connected in some way to these.
Lack of motivation
Self motivation acts as a driving force in sales and also as an anesthetic. Its common for sales people who have a success early in the day to show little signs of reluctance but if they have a bad start to the day their reluctance just increases. Having motivating goals and a plan to obtain them is one aspect of overcoming sales reluctance. The other is how to stay motivated and recover from disappointments and rejection. Success breeds success in sales and motivation fuels the activity needed to achieve success. If you focus on your motivation levels you will find that you are able to be more consistent. ‘Take a check up from the neck up’ as Zig Zigglar says.
Lack of clarity
You can be highly motivated but if you do not know what you are doing or the direction in which you should be focusing then that can lead to reluctance. Your energy will be sapped and you will not know why. It’s because you are confused and need more clarity. The way to get more clarity is to seek it and ask better questions.
Lack of confidence
There are many areas of confidence that could impact sales performance including self confidence, confidence about your services, confidence about the market, even confidence in undertaking a new task. In sales, confidence becomes a ‘chicken and egg’ situation. The more you do something and the more you get it wrong, the more likely you are to start getting it right. Being able to control the feeling of confidence whilst developing competence is a learnable skill.
Incorrect Attitude/Mindset
Everything looks different depending on how you look at it. Preconceived notions about what selling is or isn’t and what people may or may not be thinking all adds to the sales reluctance mix. Learning to see things the way sales people do will help to put things into perspective and can help with sales reluctance. Seek mentoring from someone who is already achieving the sales success you want and learn how they think. Over time and with proper application you will begin to think just like them and have the same levels of success.
Limiting Beliefs
There are certain beliefs that we will have developed as we grew up such as ‘Its rude to talk about money’ or ‘People do not like me’ or even ‘All salespeople are crooks!’. These get experienced as self talk at a very subtle level whenever in situations that invoke them. Becoming aware of them is the first stage of overcoming them. Then you need to find counter examples and develop you own self talk and activities to develop new self talk. Working with an NLP practitioner could help you accelerate the process.
Insufficient strategies
If you have only learnt one way to sell and you are selling in a different market or to different prospects you may find that your sales results begin to suffer and you begin to lose confidence and develop a level of sales reluctance. Find someone who is achieving success in your new situation so that you can learn and apply their strategies. Read books, attend seminars, listen to audio programmes. Just make sure you are looking at new answers.
Need for approval
This is a very common issue in sales and one of the harder to resolve quickly. It is a good thing in terms of relationship building but if the sales person does not have control over their need for approval then it can lead to extreme reluctance in certain sales situations. At the extremes it will lead to total sales avoidance of anything to do with sales or anything that risks damaging the relationship between the sales person and the client. Conventional training will not resolve this. It takes a change in mindset in order to resolve or strategies to reinterpret rejection as something else. It is best to screen out people with an extreme need for approval at the recruitment stage. Personal mentoring and coaching can be effective and training that focuses on mindset rather than technique.
Poor self image
People live according to their self concept. If they do not see themselves as someone who can be successful in sales then they will feel uncomfortable with selling. Also they could not see themselves as someone who could talk confidently with a senior decision maker. It is possible to use visualization and affirmations to help work on self image. NLP contains many techniques an individual can use to improve self image and working with an NLP practitioner can help accelerate the process.
Underdeveloped people skills
The individual may actually have a reluctance to something much more fundamental. They may feel uncomfortable in inter-personal situations such as meeting new people or even making eye contact. It is something you can screen for with sales people but business owners and partners, it needs attention. As relationships are at least 50% of any sale, it is better to begin with developing inter-personal skills before worrying about sales technique.
Lack of Activity
Just as success breeds an upward spiral of success, lack of activity can breed a downward spiral of lack of activity. Just like an electric fan that has been unplugged, the activity slowly slows. Even top sales people can fall into this trap. They may have a personal situation that takes their eye off the ball and slowly their performance diminishes. Before you know it they start becoming reluctant to do any activity. This is the easiest to fix. It takes getting the person focused back on all the things they were doing to make them successful in the first place.
Sales coaching :: Business development consultant
Article Source: ArticleRich.com
Advertising Campaigns And Craigslist
Craigslist provides a worthwhile media for an advertising campaign for any business offering their services and products. Any business owner can appreciate the financial gains of advertising on Craigslist, whether their services and products are available through real stores or e commerce websites.
There is little risk involved in advertising on Craigslist, unlike other forms of advertising media. Advertising is free on Craigslist, with the exception of posting for housing and jobs in in specific markets. Users must agree with the terms of service for Craigslist and must follow their specific guidelines while placing advertisements; however, it is free to use. This means you do not have to concern yourself financially to place your business advertisements or meeting potentials in terms of sales generated.
Reach Potential Consumers on Craigslist
You can reach a multitude of potential consumers when placing advertisements for services and products on Craigslist, as it is worthwhile. Craigslist provides a fact sheet for review that reveals significant information concerning the websites flow of internet traffic. Craigslist enjoys nearly four billion page views each month, while ten million people a month use Craigslist. These statistics clearly show that advertisements placed on Craigslist receive some attention by potential consumers.
The advertising possibilities are limitless with so many people visiting Craigslist each month, however there is no guarantee any of those visitors will find interest in your service or product. As with any marketing campaign, your advertisements must be informative and appealing while being placed in the best location on Craigslist so that you reach your target viewers.
Locating your Craigslist Target Viewers
It is essential that your advertising have the proper structure to reach your target viewers as opposed to a large audience of internet users who hold not interest in your services or products. It is in your best interest to reach a small audience of those individuals who do find interest in your services and products, since those with an interest are your target viewers.
To reach your target viewers on Craigslist you must place your advertisements in the most appropriate locations. There are specific sections for businesses to place their advertisements on Craigslist. There are a number of categories in this section. A computer repair business would be wise to place advertisements in the computer section rather than the automotive section since anyone looking for help with computers will naturally look there first. Sometimes it is appropriate to place advertisements in other sections as well. As long as it does not cross the line into spamming the section, it is acceptable to do so.
You have a couple of options when there is no specific section for your advertisements. You could place your advertisement in the small business section where it is easy find while doing a search of this section. On the other hand, feel free to contact Craigslist to make suggestions of additional categories. If they believe the category warrants an addition, they may be willing to accommodate the section.
Advertising and Spamming There is a Difference
Craigslist provides for advertising, but not for spamming. Placing an advertisement in the correct section on Craigslist is fine, however you cannot place the same advertisement in every section of Craigslist as this is spamming, no matter the geographical region. There are numerous reasons why spamming is unproductive.
When potential consumers see spam, they know what it is and will more than likely not patronize your business. When Craigslist finds someone practicing the technique of spamming, all the advertisements are deleted and they may very well ban that individual for their website. This means spamming is really a big waste of your valuable time and not worthwhile in the least.
Discover Kevin Sinclair's system for making profits regardless of whether anyone joins your network marketing business.
Article Source: Bylamo Articles.com
There is a myth among self-employed professionals that if you are really good at what you do, clients will automatically contact you.
It's just not so!
Ongoing marketing is an important aspect of any business. If you can 'systematize' your marketing, this will leverage your time more effectively, so that you can focus on what you do best, and still get the word out.
Here are eight marketing strategies that when applied correctly will help you attract all the clients and opportunities you can handle:
1. Have a Full Practice Attitude
Having the right attitude is the secret to success in building any business. Right from day one, act as if your practice is full - however you define full. Taking this attitude will help you feel more confident when you speak to prospects about your services. Your motto should be: be visible, make connections, deliver value, and have fun.
2. Get Really Clear on your Ideal Practice
If you don't know where you're going, how will you know when you get there? It's up to you to define what you want your professional practice to look like. The clearer you are on what you want to have happen and the way you want your practice to be, the more likely it will happen. Write out how many clients you want, who they are, where they work, and how many talks or workshops you want to give this year, how often you will send your newsletter out, and any other aspects of your business you don't now have clarity on.
3. Master Your Craft
Focus on gaining experience and being the best at what you do rather than building a practice. Plan to work with as many people as you can until you feel very confident and self-assured in your skills. Your practice will start to fill naturally as word gets around how good you are at what you do and the results you can help people achieve.
4. Make Marketing a Top Priority
Often we get so busy with the daily routine that marketing activities tend to fall to the bottom of the to-do list. A technique that top marketers use is to schedule a single, daily marketing action. What would be the one thing that if you were to do it consistently every day, or at a minimum three times a week, would move your practice forward? Take a moment to describe what your single, daily marketing action (or three times weekly if that suits you better) will be.
5. Improve Your Skills to Promote Your Business More Effectively
Marketing and self-promotion are based on natural abilities, but there are also some skills to learn in order to be an effective marketer. Some of the skills include speaking, writing, networking, marketing, selling, coaching, and training & facilitating groups. You don't need to learn all of these skills - perhaps just a few. Choose the ones that come most easily to you, and create a plan to really master them by reading, studying, or taking a course.
6. Use an Information Marketing Approach
Deliver valuable information to your ideal prospects, and you won't ever have to sell again. Look for opportunities to give your information away. Demonstrate how you can solve the problems of your perfect prospects. Taking the information marketing approach, rather than promoting yourself, you would give away your articles, newsletters, white papers, short talks, teleseminars, or interviews that would position you as the authority in your topic area.
7. Aim to be a Specialist in Your Topic Area
People will be drawn to you like a magnet as the subject matter expert in your field. And, they will pay a premium price for your valuable services. Aim to demonstrate your expertise in your specialty in everything that you do, and every contact you make. Share success stories about the results that people who work with you are able to achieve.
8. Position Yourself as THE Expert in a Very Narrow Niche
You want people to think of you, and only you, when they have a problem they need to solve. Positioning yourself as the go-to person in a very narrow niche is an extremely effective marketing strategy to attract more clients. It's a tactic used by the most successful professionals. People want to work with the best specialists, the subject matter experts, and the industry leaders.
The service professions are evolving, the competition is greater than ever, and marketing tactics that worked well before no longer produce results. Apply any one of these strategies to stand out in a crowded marketplace, come out on top, and attract all the clients and opportunities you can handle, and all the income you want.
Jan Marie Dore teaches women business owners secrets to success. Sign up for her savvy and smart FREE e-zine and receive a 30 page Bonus Workbook 'The 7 Critical Small Business Marketing Mistakes Women Make. . . and Solutions to Easily Fix Them' by visiting www.femalepreneurs.com
Article Source: BylamoArticles.com
Why You Should Get a Toll Free Number for Your
Business
by
Jason Kay
In today's world of cell phones and digital media,
many business
owners - particularly small business owners - no
longer consider
an 800 number a necessity to running a successful
business.
After all, many cell phone plans offer free long
distance; and
in any case, many customers choose to get in touch
for free via
email.
Having an
800 number can still benefit a business
immensely, however.
Although a toll-free number is no longer a necessity
for allowing customers to get in touch with you, it
definitely makes your business appear more credible.
A small business without a toll-free number gives an
impression of being run out of someone's garage -
whereas when customers see an 800 number,
they imagine a brick-and-mortar business with a
storefront, dedicated phone lines, and phone book
ads.
Whether or not your business fits the latter
example, it is
obviously in your best interests to give your customers the
impression that it does. Getting an 800 number can
be a little
intimidating, but it isn't as difficult as you might
think. Here
is what you need to know in order to get a toll-free
number for
your business.
How Does an 800 Number Work?
Years ago, the expense of setting up a
toll-free number prevented many small and
mid-size businesses from getting their own 800
numbers. Even today, most people think of a
toll-free number as unattainable for most small
businesses - which is probably why it impresses
customers so much. On the
contrary, though, an 800 number is relatively easy
to acquire -
in most cases, all you need is an existing phone,
even a cell phone.
Toll-Free Forwarding Versus a Dedicated Line
For the typical small or mid-sized business, the
toll-free
service provider simply forwards calls to the
designated number.
Depending on your business setup, that could be your
office
phone, your home line, or even a cell phone. Some
providers will
even forward the call to multiple lines at once,
allowing you to
answer the call wherever you are at the time.
Businesses with higher volumes of incoming calls
might want to
consider a designated line instead. Basically, you
will need to
have a new phone line installed, which will be used
solely for
incoming toll-free calls. Although you will need to
pay for the
installation and setup, you will get a better
per-minute rate on
incoming calls, which will more than make up for the
initial
expense.
The Toll-Free Prefix
It used to be that an 800 number was the only kind
of toll-free
number. However, as these numbers became more
popular for
businesses, other prefixes were added in order to
increase
availability. The benefit is that if an 800 number
you want -
such as one that is similar to your local number, or
one that
spells something out - is already taken, you can get
it using
another toll-free prefix.
The prefixes for toll-free numbers are:
* 800 * 888 * 877 * 866
Finding a Toll-Free Service Provider
There are many toll-free service providers to choose
from: the
big, well-known providers such as AT&T and MCI, as
well as many
smaller providers. Contrary to common belief, large
providers
cannot offer you a greater choice of numbers.
Although each
provider typically has a pool of available numbers
under their
name, you can choose any toll-free number that is
not already in
use. Since the availability of numbers is the same
for every
provider, you are free to choose your provider
according to the
rates and features they can offer.
Finding the Best Rates
Rates can vary widely between toll-free service
providers.
Although many people believe that large service
providers will
be able to offer the best rates, in fact the
opposite is often
true. Your best bet is to shop around, comparing the
rates and
features offered by different providers.
There are two basic types of rates you will need to
compare:
* Monthly rates - Most toll-free service providers
will charge
you a base fee every month, regardless of whether
you receive
any incoming calls. Monthly fees may be as much as
$20, or you
may not need to pay any at all.
* Per-minute rates - On top of the monthly fees, you
will need
to consider how much you are charged per minute for
incoming
calls. In general, these rates range from 7 cents to
30 cents
per minute, although smaller businesses will pay
more per minute
than those that receive a higher volume of calls.
You should
also compare billing increments between plans - the
smaller the
increment, the better - and avoid plans that require
you to meet
a minimum number of minutes every month.
Deciding What Features You Want
There are a number of features available for
toll-free numbers.
You will need to decide which features you would
like to have,
and then compare the availability and price of these
features
between different providers.
Some of the features offered on 800 numbers include:
* Call blocking - Block callers who fall outside
your coverage
(and would therefore cost you more than other
callers), such as
calls originating from pay phones.
* Account codes - By requiring employees and/or
customers to
enter an access code, you can ensure that only
authorized
callers get through.
* ANI - Just like caller ID on your home line, ANI
tells you who
is calling. This feature can also be set up to
display the
caller's information on a computer.
* Dialed Number Identification Service (DNIS) - If
you have more
than one 800 number, DNIS lets you know which number
was called.
This is particularly useful if you are running
multiple
marketing campaigns, and would like to know which is
the most
successful.
Choosing a Toll-Free Number
As already noted, your choice of a toll-free service
provider
will not limit the variety of 800 numbers available
to you. You
can either choose a number from the provider's pool,
or a
"vanity number."
Choosing from the Provider's Pool
Service providers generally have a pool of toll-free
numbers
that have been set aside for them. Because these
numbers are
already in the provider's system, your 800 number
can be set up
much more quickly than if you choose a number from
outside the
provider's pool.
Selecting a Vanity Number
A toll-free number that you choose yourself, either
because it
is similar to your office number or because the
corresponding
letters spell out something memorable, is known as a
vanity
number. As long as the number is not being used by
another
business, you will be able to claim it. However, if
it is not
already in your provider's pool of numbers, you will
need to
wait about a week for the number to be transferred
and your
account to be activated. The good news is that once
you have
claimed an 800 number, it is yours: Even if you
decide to change
providers, you can take your number with you.
Using Your Toll-Free Number
Once you have selected an 800 number and a provider,
you need
only to wait for your account to be set up. Before
you start
giving your toll-free number out to customers, you
should test
it with the help of family and friends in various
locations.
After you have ensured that the number works and the
sound
quality is acceptable, you are ready to benefit from
the added
credibility an 800 number gives to your business!
About the author:
Jason Kay is a regular contributor to business
related websites
such as
Best Toll Free 800 Numbers, which provides
customer reviews and
ratings of
toll-free number services.
Article Source: GoArticles.com
Computer Repair Services: Four Steps to Customer
Decisions
by
Joshua Feinberg
When deciding to go with your computer repair services, a customer cycles through four steps: awareness; interest; evaluation; adoption. The strategies you use at each phase will encourage the prospect to take the steps to the end.
Step One: Awareness
Prospects you encounter might know about your computer repair services, but might not know much information about them beyond that. Your strategy in this initial stage should be to educate the consumer about the details of your business using flyers, brochures or websites. Providing a description of your services that is both exciting and informative will help bring you closer to a sale.
Step Two: Interest
This is the next level of customer curiosity. At this stage, a customer has already heard your commercials, seen ads or heard about you from friends. But he still needs more information about your services, so you should at this point provide more specific information about your computer repair services.
Step Three: Evaluation
At this stage, the potential client has complete information and has to evaluate whether your computer repair services are right for him. You can make this decision simple with the right strategy. One of these strategies is to offer a guarantee for services that will give him peace of mind in case he is not satisfied with any of the work you do.
Step Four: Adoption
The moment a customer decides to use your computer repair services you need to use strategies that will make him a long-term client. You need to create customer loyalty by providing superior service and the building blocks for a trusting relationship.
You have to understand the behavior of your customers in order to offer the best computer repair services. If you know the four steps of the decision-making process and implement strategies that will be appealing to prospects, you will get repeat business and optimize customer satisfaction.
Copyright MMI-MMVII, Small Biz Tech Talk. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance}
Joshua Feinberg helps computer consultant business owners get steady, high-paying clients. Sign-up now for Joshua’s free audio training that shows you how to use field-tested, proven Small Biz Tech Talk tools at http://www.SmallBizTechTalk.com/blog
Article Source: http://www.articlerich.com
10 Business Card Blunders That Hurt Business
by Laurie Hayes
You don't have to be a Fortune 500 company to have an effective business card that captures attention and inspires someone to want to know more about you and what you offer. By being aware of these ten common blunders and making sure you avoid them, you'll have a business card that gets noticed and increases your number of referrals and customers.
1. Miniscule print. Have you ever received a card that has a huge graphic taking up half the card and print so small you can't read the phone number? Well, I have. Too many in fact. And after straining my eyes and holding the cards under bright lights, trying to "crack the code," I eventually pitched them into the trash.
Make your name, phone number, web site and address easy to read. Business people are busy and won't spend more than a few seconds trying to decipher your information. Most don't carry magnifying glasses in their back pocket either.
2. No physical address. Perhaps you don't want to give your physical address because you work from home.
Unfortunately, holding back on contact information is harmful and hints that your business is not well established or reputable. Consider getting a post office box or asking a colleague if you may use her business address for your mail. Create a suite number to create an image of professionalism and longstanding.
3. Slick texture. It is often recommended to have a business card that "feels" different from everyone else's so it stands out. The problem that arises with this practice is some of these cards cannot be written on.
Last week at an event, a gentleman gave me his card and struggled to write some additional information onto it because it was made of slippery plastic. He did his best, but by the time I got home, the information was gone.
4. Blank back. The back of your business card is prime real estate. Something that very few people use. Use this valuable space to print a coupon, offer a special report or complementary consult.
Create an offer that inspires action such as, "Present this card for a 25% discount on your first visit." or "Bring this in with you and get a free oil change."
This gives people an added reason to hold onto it.
5. No photo. Placing your picture on your card makes you more memorable and instills a stronger sense of connection. As people look at your card time and again, they begin to feel like they know you and are more apt to get in touch with you. Imagine collecting 50 to 100 cards at an event then trying to remember who's who. Your picture creates instant recall while others may be quickly forgotten.
6. Incongruence. If you offer a web design service and don't have a web site of your own listed, your card will raise red flags in people's minds. I recall meeting a gentleman who introduced himself as a web designer and gave me his card. When I asked him why he didn't have his web site listed, he said he didn't have one.
If you want to sell a Ford, drive a Ford. If you want to sell cell phones, have one and make your number available. If you want to sell toll-free service, make sure you have your toll-free number on your card.
You have to walk your talk and demonstrate that you live, eat, breathe and firmly believe that what you offer is of tremendous value to others, starting with yourself.
7. No benefits. A graphic, your name and contact details don't do a whole lot to create a memorable impression, and by the time new contacts get home with your card, they may have forgotten what it is you do. Create a tagline or something memorable that expresses a benefit and states exactly what business you're in.
For example, a local delivery rep may have "Your important business packages delivered same day or get twice your money back!" That's grabs a person by the eyeballs and makes it very clear what the business does.
8. Not unique. Ninety percent of the cards you collect look the same. After all, how creative can you really get? Well, you'd be surprised ...
- crop a corner or have a stencil cut out - attach a magnet to the back so it's displayed on a fridge or file cabinet - include contact details in Braille - make the back a scratch ticket for a discount
- place a mini map to your location on the back
- make it 3D
- make it look like the product you're selling, ie. a cell phone
- place it in a protective sleeve
- have a picture of a satisfied client on the front with a testimonial
- if you're a lawn care company, make your card a packet with a few seeds inside
The creative possibilities are endless.
9. Challenging sizes. Although creatively shaped cards and over-sized cards do stand out, they can pose challenges for those who use scanning software to import the cards into electronic storage devices.
And, oversize cards don't make it into the standard business card albums or card holders. Your card may stand out and stand alone, but it might also become lost or overlooked because it's not stored with others.
10. Home jobs. No matter how hard you try, a home-made business card simply can't compete with professionally printed cards. Perforated and light-weight cards scream "cheap" and "amateur" and will lessen your ability to make an impact.
Professional business cards can be printed inexpensively and go a long way to create an image of professionalism and quality for both you and your business.
Simple, inexpensive changes to your card can make the difference between boom or bust in the number of referrals and new prospects you attract. Invest in creating an effective, professional card and you will be rewarded many times over.
2007 © Laurie Hayes - The HBB Source
Laurie Hayes, founder of The HBB Source, and creator of The Complete 12-Step Guide To Starting A Home-Based Business, helps entrepreneurs build loyal client relationships and attract more quality referrals. Get her free ezine packed with helpful resources at http://www.thehbbsource.com and learn how to build your business through customer appreciation at http://www.hbbsourcecards.com
Article Source: GoArticles.com
More and more people use computers everyday and need professional help when problems occur. Providing those services can be a profitable business, but how can you stand out from the crowd?
- Be professional. You will sometime be unable to save their data or their broken motherboard, but you can explain why while keeping it simple. And there are few software problems you cannot solve at all, so do not admit failure unless necessary (repairs that would cost more than the computer's value for example). You will gain a reputation as an expert, not to mention people will come to view you as honest, which can be invaluable if you have a serious problems one day.
- Always have business cards on you. You never know when you could end in a discussion about computer, giving you a perfect opportunity to sell your services. You can also leave cards on community boards and the like.
- Likewise, make sure your customers have an easy way to find you and call you back. Put stickers with your contact information on all computers you fix, or at the very least, give your business cards to all your customers.
- Don't underestimate your personal network. Your family and friends will most likely be happy to help you promote your business. After that, the news will spread to friend of your friends, who will be quick to recommend you if you do a good job fixing their computer.
- Do something special for your customers, a little extra they cannot get anywhere else. Most people will install Antivirus and firewalls, but you can go the extra mile and add useful open source or freeware software like Open Office to your standard installation routine. Games, especially cards and board games, can be a pretty effective bonus for no additional cost, except a few minutes of your time to install.
- Make yourself visible to potential customers! Classified ads in the local newspaper, or a few flyers left on the counter of a friendly shopkeeper can go a long way. You can also add special offers to your flyers or for people who mention your ad to make them more attractive.
As you can see, you can do a lot of things to improve your image and promote your business. Just use your imagination, and you can surely find an original way to promote your services and grow your business. But never forget, your customers are your greatest asset, treat them well!
Hans Hasselfors is the founder of SubmitYourNewArticle.com. Find varied articles about business promotion in our article directory. Visit at: http://www.SubmitYourNewArticle.com
Article Source: ArticlesBase.com
What is the Difference Between Sales and Marketing?
By Jack Deal
In traditional business, marketing is what brings your prospect to your door, gets them to call, send an email or in some cases actually buy. Sales is everything that happens after the prospect has contacted you.
Traditional business is still with us though it has clearly been evolving very rapidly in recent years. Although the general definitions of sales and marketing still apply, business evolution has expanded and radically changed both concepts.
And that evolution appears to be accelerating.
The most obvious difference is the blurring of the lines between sales and marketing. Most low consideration sales involve an emotion, impulse or unmet need.
The prospect or customer either buys 'on the spot' or they do not buy at all, just like the grocery store. Almost everything we buy falls into this category.
These impulse or emotional sales include items such as hot dogs, toothpaste and gasoline. In these sales the marketing and sales are all bound up into one 'presentation'.
The good news is the sales process and cycle is short and sweet; the bad news is everybody in the world is competing for that same sale.
Higher consideration sales, such as cars, houses, properties, colleges, etc., still fit the more traditional divisions of sales and marketing. That is why many companies split their sales and marketing departments; their respective functions often can be separated.
Most companies set up their marketing departments to drive qualified prospects to their sales department. It is the sales department's job to assess needs, do presentations, prepare bids and contracts and of course, close the sale.
Although sales and marketing are both involved in buying a CD online or buying a timeshare condo in Akumal, the two processes are very different.
Yet even these higher consideration sales are beginning to evolve. Many companies have their marketing departments identify and qualify their prospects before sending the 'lead' to the sales department.
The marketing department may be involved in a number of actual sales 'touch points' before the sales department gets the lead. The rule is form follows function and function follows results.
Of course with anything humans attempt the devil is always in the details. It may seem like sales and marketing would be the same across companies in the same vertical and even horizontal industries. Not so anymore.
How a company structures their sales and marketing processes often determines their degree of success in the marketplace. Technology has now 'forced' smaller and medium sized companies to compete directly on strategy.
If everything else is equal between competitors, the one with the best strategy wins. Those companies that don't wish to compete on strategy simply don't compete.
The easiest way to determine where marketing ends and sales begins in your company is to draw a flow chart of your sales cycle. Plot out each step as your prospects find out about you, contact you, go though your sales presentation, ask questions and obtain enough information to make an informed decision. And of course buy.
If your sales process is complex and involves repeat sales, don't forget to include the follow-up on ongoing sales potential.
The important point to remember is it is not as important to create a distinction between sales and marketing as it is to develop marketing and sales strategies that work. Consequently your marketing and sales departments may be the same or they may be on opposite sides of the planet, depending on your sales cycle.
So the real answer to what is the difference between sales and marketing is ...it depends. It's relative because the answer will always be dependent on the application or sales cycle and process. How your company structures your sales and marketing functions will most likely determine whether your company succeeds and fails.
But like most things in life, the devil is always in the details...
Jack Deal is the owner of JD Deal Business Consulting, Monterey and Santa Cruz, CA. Related articles may be found at http://www.jddeal.com/blog/marketing and http://www.freeandinquiringmind.typepad.com
Article Source: ArticlesBase.com
Public Relations, Small Businesses & Viral Marketing
by Naz Daud
Most business owners do not realize that they are an expert in their field. The media always require expert opinion when collating data for a story. How can you bridge the gap and get your business in the papers?
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organization that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realize that the media organizations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but rather focus on the franchise industry.
I write about anything and everything to do with the franchise industry apart from the field I am in. The reason for this is that the media hates self promotion articles.
These articles have been published on many franchise websites, newsletters and magazines around the world. The only reference that the article was written by me is the signature at the bottom of the article which they are obliged to publish if they want to use my work. I call this viral marketing.
It is even better when the stories are published on the medias website as then you have live links back to your website. One article I wrote "Business Cultures Old and New" has been published in many different websites and publications around the world. It has been translated in many different languages.
I am actually amazed at which articles have worked for me. An article that I might have spent a week working on might never catch on whilst one that was written in ten minutes could really catch on. The secret is to write many articles and leave it the media to decide which ones they like.
One area I really struggle in is in creating a catchy headline. By chance I manage to get it right some of the times. I have noticed that the headline can make the difference between the article being successful or not.
Another useful bit of information is that negative articles tend to do much better then positive ones. People are much more eager to read about scams operating in your industry than they are about the opportunities.
I will leave you with on final thought. Never ever make up anything in your article and always research any facts that you include within. If you do quote any statistics, keep a record of where these came from just in case you are asked to substantiate your research. Your words will come back to haunt you if you have any half truths and your article does well.
Naz Daud is the founder of CityLocal Franchise Opportunity. This business franchise is for people who would like to work from home and be their own boss UK Business Directory & Franchise Opportunity Franchise Business Opportunity Business Franchise Opportunity
This article is provided by Amazines.com
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CRM and Marketing Strategies
It is true that customer is king. If you want to make them feel that way, then you need to ensure that you have the right set of tools to make this possible. Implementing CRM software has become the core to the success of a business today.
Most CRM models today focus on marketing matrices. In CRM, the matrix is a sequential marketing plan that will help you to generate several new customers whilst focusing on retaining the old ones.
It lets you create annual strategies for your complete customer database by creating a matrix. The matrix only needs minimum adjustments each month.
Steps:
In marketing matrices, the target segment is identified and plans are sketched out accordingly. Usually, it relates with creation of mailing lists, specifying the frequency of contact etc.
The target market is then approached with custom plans that suit them. Further classification of the target market according to demographics is also possible with a matrix.
Once a potential customer is turned into a customer, then the matrix automatically removes them from the list.
There is a separate set of strategies for existing customers who will be targeted with newer offers and plans. The proper design of the matrix is crucial for the success of the matrices.
Questions:
There are several questions that you need to ask yourself before you plan, design and execute a matrix.
When you have the answers to these questions, the planning and implementation will become a lot easier.
• What are the segments that I am looking to target?
• What kind of products and services am I looking to market here?
• What is my unique selling point that places me at an advantage over my competitors?
• What is the frequency with which I wish to contact my potential customers?
• Have I defined the separate set of strategies for customers who are at the fag end of the customer life cycle?
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Article Source: http://www.free-articles-zone.com
Creating Brochures That Speak For You
by Kaye Marks
Many times, when potential clients look at your brochure, they do not know you very well. This is their first impression of your company and your products or services. They are looking for information on how you can help them. Therefore, your business brochures should speak for you.
Most people will not read every word of your brochure. You need to get the benefits of your product in the most-read areas of the brochure: headlines, subheads and captions. Think about what you want the client to take away after reading your brochure. Put these ideas or calls to action in these spotlight areas.
Make sure your calls to action are concrete and clear – do not be shy! Invite the client to attend a seminar, visit your Web site or call to place an order. Of course, you cannot rely on your brochure to sell your product for you; it is really an informative invite to find out more information. A key phrase you might use is “To find out more…” with your call to action. You want your brochure to draw the client in so that you can sell your product soon after they see the brochure.
The feel of the brochure is also important. This refers to how the brochures actually feel to the hand, not the emotional feel! Be sure to do some trial run brochure printing — print drafts on the actual paper you are planning to use for all of them, and try a few different thicknesses and qualities.
If you are going to fold your brochure, these drafts will help you see if the brochure will stay folded, or if you can see through the first layer to what is inside. This will help you to decide on the thickness and quality of the paper. It will also show you what the ink quality and the color scheme would look like on this kind of paper. Believe it or not, in brochure printing, you can pick from many, many shades of white paper.
Another way a brochure can speak for you is to point the readers to another marketing material — for instance, to your Web site or a newsletter. You could include a free offer to one or more editions of a newsletter that has more detailed information on your product or your industry.
To create winning business brochures, you need to appeal to potentially two types of customers — those that want to scrutinize every word and those that are more visual and will gather your message from your graphics. You need to have professional, yet easy-to-read copy, partnered with graphics that are in pleasing colors that also inform.
In addition, the last and most important part of brochure printing — get those brochures out to the public! Fan out a display of them at your receptionist’s desk, or take them with you to trade shows. Some businesses will allow you to leave brochures at their cash registers, and if your product or service closely aligns one of these businesses, you will target the customers that are most likely to need your product.
Kaye Z. Marks is an avid writer and follower of developments in brochure printing and the production of business brochures and their benefits to businesses.
Article Source: Amazines.com
How to Market Your Small Business
by Kaye Marks
The first step to small business marketing is to identify and exploit the differences between you and your competitors. Once you do that, you need to communicate these differences and the benefits of customers choosing you over the competition with your marketing materials.
These materials, such as brochures, newsletters and even full color business cards, will really help you to market your business. These materials can save you a lot of time and energy that you would have spent talking to clients and explaining your business to potential customers. Not to say that talking directly to your customers is not important; it is. However, you can reach a lot more people in a shorter amount of time by mailing out brochures rather than going door to door to sell your product.
There are six steps for creating most marketing material, according to the Microsoft Small Business Council:
1. Set a goal.
2. Select the medium (brochure, flyer, etc.).
3. Compose your message and decide on how to illustrate it.
4. Create a design.
5. Prepare, proof and print your work.
6. Duplicate the final project in large quantities.
Along the way, you should keep in mind the following tips:
Look Everywhere for Ideas (especially your competition) Now, this is not to say steal your competition’s ideas, but think about the message they are trying to convey, and if they are getting that message across to you. If so, what makes their materials work? Why are you receiving that message? Is it a catchy slogan? Great color scheme? What about their business card printing quality? Did they use thick or thin cardstock and what does each option convey to you? Question why they did what they did and put that same thought into your materials. You should have a good reason for each decision you make, from color scheme to your logo.
Show the Customer How Your Product Benefits Them Your company may be made up of wonderful, top-notch employees, but will the customer care? Focus your message on the customer and how your product will help that person with whatever problem they have. Show them how much easier or happier life would be with your product.
Don’t Be Afraid of Drafts Rarely will your first idea be your final one. It is okay to have many rough ideas —no one has to know how many ideas you rejected before you found the perfect marketing strategy. Brainstorm with other employees, or pay a consultant to help you come up with ideas. Also, do not be afraid to leave your ideas for a while. Work on your materials, put them away for a day, and then come back to them with a fresh mind to determine which ideas will work and which will not.
Get Some Reactions Show your ideas to people who know nothing about your business or product. Share your thoughts with professionals in other realms, like graphic designers or writers. Try to get people that match your target audience to look at your materials and give you their honest feedback.
Get Help If you do not feel comfortable with your writing, designing or production skills, ask for (or pay for) help from professionals. A lot of print and design companies do business card printing so you can have a streamlined look across the board, from brochures to full color business cards. Professional-looking materials will show your customers that you are serious about winning their business.
Kaye Z. Marks is an avid writer and follower of developments in business card printing and the production of full color business cards and their benefits to businesses.
Article Source: Amazines.com
14 Tips For Promoting Your Business With Postcards
by
Joe Farinaccio
Postcard advertising works for many businesses.
Which ones?
You have to test in order to find out. But it's not hard. And if postcards will work for you, then you'll probably save a lot of money on advertising - and get much better results.
If you've got a local service business then postcard advertising might be a good way to begin direct marketing. One of my friends owns a tire-sales/auto-repair business in Delaware. He began using postcards to attract new customers when he first opened up his shop 7 years ago.
He purchased a mailing list of new homeowners in the area and offered them a free-oil change with a discount coupon towards other services as a gift for moving into the community.
He did this every month for about 3 years. Then he stopped.
Why?
Because he couldn't handle all the work he was getting from those mailings anymore. You see, he didn't want to expand his business beyond the size it had grown into. He didn't want to hire any more people. And he was content with his level of business and income.
The point here though, is that he built his WHOLE business on the back of simple postcard advertising. The lowly little postcard worked for him in a HUGE way.
With this in mind, here are some tips for your own postcard advertising:
1) Remember to use the rules of good sales copy -- the primary one being your need to offer benefits to customers instead of just telling them about the features in your products and services.
2) Always try to spell out a few outstanding benefits on your postcard using bullet points.
3) Offer a desirable gift or premium of some sort.
4) Make your postcards stand out. Use solar-yellow or goldenrod color with black type. (A few direct marketers I've spoken with say this generates higher responses than any other color schemes they've tested.)
5) Use follow-up mailings to customers who respond to mailings so you can create your own in-house mailing list. Then develop a relationship with these individuals. Get them to "know you, like you, and trust you."
6) Periodically send your "best" customers special offers or discounts, simply for being your "best" customers.
7) Always put a headline on your postcards.
8) If you discover postcard advertising works for your particular business then do it regularly ... like clockwork.
9) Don't assume postcards only work for lower-priced items or services. One robotics company I read about mailed 250 postcards to a very targeted group of engineers and it resulted in a quarter-million dollars worth of sales.
10) Postcard advertising can be used for sequential mailings in a full-blown direct marketing campaign. The last one, for example, might contain a message like ... "This is your LAST chance to take advantage of this offer."
11) Keep the sentences in your postcard advertising short and to the point. And only promote one major offer per postcard mailing.
12) Use first-class stamps on your postcards. That way, if anyone on your mailing list has moved, his or her postcard will be returned. Remove those names from your in-house mailing list to keep it clean.
13) Make sure you put all of your contact info - - including website - - on the postcard.
14) Use postcard mailing services for convenience. Check out the U.S. Postal Service's Online Postcard Mailing Service, for some more ideas ... http://www.usps.com/
Why not give postcards a try?
If they work for you then you may never have to think about paying for pricey advertising space in a newspaper or magazine ever again. If you'd like to profit thru postcards and want help then give me a call. I typically offer a strong guarantee on the work I do for my clients.
About the Author:
Joe Farinaccio helps businesses and entrepreneurs solve their marketing problems thru direct response advertising. To find marketing solutions for your business ... visit his website at ... http://www.sales-letters-and-marketing.com
Article Source: ArticlesBase.com
The Number One Best Piece Of Sales Advice Ever
by
Mark Winder
A lot of entrepreneurs all ask me the same question, "Hey Mark, if you're the 'Sales Made Simple Coach', what's the one piece of advice you can give me to make my sales process easier and more effective?"
And here's what I tell them:
In its simplest form, the selling process is just a conversation between two (or more people). That's it - nothing fancy. And really, its pretty difficult to make a whole lot of mistakes in a real conversation.
But there is one critical mistake that a person can make in a sales conversation. And that's where this Number One Best Piece Of Sales Advice Ever, comes in.
The only mistake you can really make in a sales conversation is to NOT ask for the sale.
Simple, right? Yet tons of entrepreneurs (heck even a number of sales professionals I know) are guilty of omitting this part of their sales conversations.
Hockey superstar, Wayne Gretzky is famous for a number of reasons, and one of my favorites is a phenomenal quote he made:
You miss 100% of the shots you don't take.
I've always liked that quote. No matter what, we all miss 100% of the shots we don't take. To me it acts as a constant reminder to "go for it" - whether it be sports or business, or life in general.
And I think this quote relates directly to sales - in fact, I like to paraphrase Mr. Gretzky's line:
You miss 100% of the sales you don't ask for.
No matter how good (or bad) of a sales person you are (or think you are) you will miss 100% of the sales you don't ask for. But here's the thing, even if you're the self-confessed, worst sales person in the world, you can cover a multitude of "sales sins", simply by asking for the sale.
You miss 100% of the sales you don't ask for.
Well, ok - maybe that's a slight over-exaggeration. After all, we've all had the experience where a customer actually asks US for our product or service without us having to ask them for the sale. But for the most part, it holds true.
If you don't A-S-K, you don't G-E-T.
And as I said earlier, asking for the sale seems to be a huge stumbling block for a lot of entrepreneurs and small business people. So if you find you also have this problem, you're not alone. And I'm here to help!
Now obviously, we all know we should ask for the sale. We've heard it hundreds of times, we've read about it, and we're confident that we know its the "right thing to do". So why then are there so many hold-ups that stop us from actually doing it?
Well, one of the most common explanations as to why we don't ask is simple: fear. Most of us have an innate fear of rejection. Sometimes it seems to stem back our high school days, when we really wanted to ask that cute person to dance - but we didn't because we were afraid of the rejection (and that long lonely walk back across the gymnasium floor!). And we realized then, that if we don't ask the question, we won't get rejected. Like a lot of things, it's just easier to not take action.
Besides, when we're looking at sales, if we don't get rejected, then "technically" the sale is still a 'potential possibility' in our minds. And a 'potential possibility' means that there's still a (slim) chance for the prospect to say "yes". However, at the bank I deal with, I've found that it's really tough to get a loan, or cash a check written by 'potential possibility'!
See, when we ask for the sale, one of three things generally happens. The customer tells us "no". The customer voices an objection. Or the customer tells us "yes".
When you look at each of these three outcomes, the thing to remember is this: they are ALL positive outcomes. Let me explain what I mean by this.
If the customer says "yes", well, that's obvious. It's a positive outcome because you've attained your goal - you've got a sale! Congratulate yourself and finish up the sales process with your new customer.
A customer voicing an objection is also a positive outcome. The reason it's positive is simply because they haven't said "no". In fact, objections are generally another way for a customer to say "I'm still not 100% sold yet and I need some more information." Keep on selling.
Finally, when a customer says "no" it too is a positive. And here's why. Sure, its "bad" because they're not taking you up on your sale, but another way to look at it, is to change the word "no" into "not right now". Use that opportunity to ask their permission to keep in touch with them in the future - and make sure you do! You never know what changes are going to happen with a prospect that can quickly and easily turn your "not right now" into a "yes".
The bottom line is this: never be afraid to ask for the sale. At worst, you'll find out why they're not buying from you, or why they're not buying yet (both very valuable pieces of information!). At best, you'll have the sale and be ready to move on to the next prospective customer.
But no matter what - even if it strikes fear in your heart and makes you feel queezy - ALWAYS ask for the sale.
About the Author:
Mark Winder , the Sales Made Simple Coach , helps entrepreneurs and self-employed professionals aim higher and achieve more . Winder is the author of " Mark Winder's Sales & Marketing Bootcamp ", and the free audio seminar, " The 20 Sales Secrets of Top Entrepreneurs ".
Article Source: ArticlesBase.com
Turning Everyday Conversations into Networking Opportunities
Did you know that you can close almost every conversation with a chance to hand out your business card? As long as your business or the business of the person you are speaking with is introduced somewhere in the conversation, handing out your business card is perfectly natural. Learning this skill simply requires you to learn a “catch phrase” that you can use after every conversation.
First, thank the people you speak with for taking the time to talk to you, but do so in a way that makes them feel important. You can say something positive, such as “I really enjoyed talking to you today.” This shows them that you are appreciative of their time and interested in what they had to say. By making this personal, the people you speak with are more apt to remember the conversation in the future.
Next, ask them for their business card. Again, this shows that you have taken a personal interest in them and their businesses. You can say, “Do you have a card?” This is easy to do, yet many new business owners forget to ask.
When you receive the card, resist the temptation to simply stick it in your pocket or purse. Remember, the person you are talking to spent as much money on business card printing as you did, and they want the chance to network as much as you do. Consider getting a business card folder that you can carry with you in your purse or briefcase. Slip the card into this folder. If you do not have a folder, carry a business card case that you can put the card into to protect it. By treating a business card with care, you are showing the individual that their contact information is important to you.
Remember to use the business cards in your business card folder when you need professional services. Remind the people you call where and when you met, and chances are they will return the favor at some point. Not only is this a great networking tool, but this folder will also become an important resource when you need professional services for your business or personal life.
Now is the chance to give out your business card. Simply say, “Here is mine,” and hand it to the individual. Because you took the time to ask for the other person’s card and treat it with care, your card will likely be accepted and also treated with care. Whether or not the conversation develops into more business for you in the future, you have taken the opportunity to get your name out there.
Finally, tell the person you will email them. This is the final step in closing the conversation, and it is the first step towards a potential future business relationship. Of course, you do need to email the person as soon as you possibly can, using the contact information on the business card you received. In your email you will again state that you enjoyed the conversation and provide the person with your contact information. Keep it short and sweet, but follow through.
If
you close every possible conversation with these
four phrases, you will be able to give out your
business card effectively. As a side benefit, you
will not appear pushy when you do present your card
to those you meet. Soon you will see these efforts
resulting in new business contacts and more income
for your business.
Visit this site for more information on
business card printing.
Article Source: Amazines.com
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