Posts Tagged ‘Sales’

Marketing MUSTS For Every Campaign

Posted On June 16th, 2020

check list

The other day, as we were talking, a client shared with me an e-mail campaign sent out to close to 400 prospects WITH phone follow-up that generated a big fat ZERO. To be clear, not one of MY campaigns, but one they received from a vendor. After reviewing it, I saw that it violated almost every one of the “10 Commandments” of good IT services marketing. Unfortunately, I see this a lot; campaigns hastily slapped together without any strategy or understanding of what it takes to get a response. Time and money wasted. Therefore, I thought it would be beneficial to provide a slightly revised list of “MUSTS” for every campaign.

  1. There MUST be absolute crystal clarity on WHO we want to attract as a client.
  2. The list MUST be validated, segmented and cleaned to avoid waste and to ensure the message is tightly matched to the market (prospect) receiving it.
  3. There MUST be an offer that the prospect will see high value in receiving.
  4. There MUST be strong sales copy that SELLS the offer or next step, NOT the ultimate product or service.
  5. The communication MUST be written to enter “the conversation going on” in the prospect’s or client’s mind.
  6. There MUST be testimonials and/or other trust- and credibility-building facts.
  7. There MUST be clear, specific instructions on how to respond, and more than one way to respond, ideally OFFLINE and ONLINE.
  8. There MUST be multiple communications/touches, ideally using more than one media.
  9. There MUST be accurate tracking and measurement.
  10. There MUST be a plan in place to quickly follow up on leads generated.

Getting “Into” The Customer

Posted On June 10th, 2020

There’s an old sales joke about a hotshot sales guy sitting down with a little old lady to sell her a new heater. He tells her all about how the heater is made in America and has the highest-quality ratings for efficiency and safety, about the BTUs, construction, warranties and other features. When he finally shuts up, she says, “I only have one question – will this heater of yours keep a little old lady warm?”

I see this mistake a LOT in marketing. Salespeople get really hung up on all the FEATURES and start selling those instead of selling the end results the prospect actually wants.

This mistake is even easier to make in marketing when you don’t have the opportunity to ask the person questions and course-correct based on their answers. Therefore, you have to know enough about a prospect population (in general) to hit on common hot buttons, needs, wants and personal agendas and tap into those drivers.

To that end, a constant question I get is: “How do I find out what my clients want so I can sell it to them?” It’s a great question, but the answer is not one many like because it involves TALKING to your clients and prospects, and many shy, introverted “geeks” out there don’t like this critical aspect of marketing research. As Claude Hopkins once said (paraphrased), a casual conversation with half a dozen housewives will teach you more about how to sell laundry detergent than the most expensive and extensive market research and studies. Read full article and comment →

How To Avoid Confusing Activity With Accomplishment

Posted On June 3rd, 2020

How To Avoid Confusing Activity With AccomplishmentFrom AdWeek: 62% of small businesses see NO return on their investment in Facebook. From Forbes: 44% of businesses can’t even measure social media ROI. Despite this, according to a survey from the Manifest, 63% of small businesses plan on increasing their spend on social media (!). One social media “expert” commenting on this said that “not all social media traffic generates revenue” (Really? Who’da thunk) and went on to suggest that “you might measure conversations that originated with a social media visit and use that as a gauge of success.” He went on to say that it was especially important for start-ups to get followers because an initial “audience” was more important than an initial customer base. Count me unconvinced.

I’m not against using social media – what I AM against is wasting time, focus, energy and money on marketing activities that don’t directly lead to a paying client.

I’m often asked by members if it’s “worth” posting articles and other content on social media sites. They want to know if it’s a good idea. When I ask, “What are you hoping to accomplish with these activities? What does success look like?” I’ve never had anyone give me a precise answer. Not once. As in NEVER. They almost always go on to tell me why they are doing it – which is not the question I asked – and that response is almost always based in some feeling that they should be doing it. What they don’t say, but I’m sure is also driving their actions, is that this is something relatively easy to do, which makes them feel like they’re doing something (activity). But if activity was the only thing necessary to get results, you could hold a sign up and run around a business-park parking lot and reach as many (or more?) prospects. At least you’d get some exercise. Read full article and comment →

To Prospect Or NOT…That Is The Question

Posted On May 28th, 2020

Recently a number of questions have come in about how to go about prospecting right now. Some (most) feel it’s a very, very bad idea. I’m not so sure. Yes, I do think you have to be more strategTo prospect or notic and careful…but stop? Hell no.

At the time I’m writing this, we’ve booked 41 appointments for my sponsors sales team in the last eight days, all driven by sending e-mails and making phone calls. What makes this even more tricky is that we’re selling sponsorships to events. Remember those? Where we all got together in person and ignored social distancing, actually shook someone’s hand, broke bread, gave hugs?
Are we using some secret stealth script? Bribes? No…we’re just calling and asking, “Are you still looking to recruit MSP partners?” I know…sophisticated, right?

So, here are a few thoughts regarding COLD CALLS right now, and selling in GENERAL:

Read full article and comment →