A MUST ASK In Every Sales Cycle!
Listen to the 60 minute “Who Moved My Referrals?” SalesMastery Conference Call by clicking HERE.
Imagine for a moment . . . placing the same amount of emphasis on referrals as the other significant items of our sales process. Where could this take you? To help gain clients and sales, our personal sales marketing plans might already use some combination of: advertising, seminars, lead generation, cold calls, personal and professional networking, etc.
RARELY do I see sales people using “referrals” as a main part of their sales marketing plan. Consider the following:
Do you or does your company have a specific “method of operation” to follow as it relates to referrals? Are you too shy to ask? Is your self esteem such that it troubles you to ask? Almost each and every day I see examples of this unfortunate mindset with my own sales coaching students or at the companies for which I consult. RARELY even do my own clients ask me for referrals.
Melody Mayer, the COO of Lime Trucks (www.limetruck.com) and a client of mine, asked the question . . . “Chuck, which of your clients would benefit . . .?” As I pondered her request for referrals (again, a request I normally don’t receive, even from my own clients), it struck me that her service could positively impact many of my clients. We ended up scheduling TWO separate hour-long phone appointments to cover all the information that fulfilled her request. But just as importantly, Melody did two things: not only did she ask me the question, but she had also EARNED the right to do so. I could trust my clients to Melody – she had earned that trust through her credentials and her manner of professionalism. I gave her a green light to use my name as the referral source.
Consider the implications of that single question . . . “Who do you know that could benefit from my product or service?” Additional names were added to Melody’s database; she had new prospects to contact, yielding an increase in her business. Take it a step further: what if she then earned the right to ask that question from each new contact that I gave her? Could you imagine the exponential growth of her opportunities database? HELLO!
¨Ooh . . . Ah. Wow. Well, would you look at that?¨ Your website is done. You hired a graphic artist to do colors, logo and branding. You hired a sales guy with a writing background to make sure your site sells your product and services; in fact, your site speaks to all four different personality styles. You hired a webmaster that gave you the latest in technology and at a minute’s notice you can change any item you want, add new information, all without knowing any H.T.M.L. code. Come on, can it get any better than that?
Yes it can, only if you want it to. Successful marketers know that once a website is done, that is REALLY when the job begins. Bringing your website to completion is only the first step. Many other steps need to be taken so that your website becomes a “hub” for your clients which in turn will save you countless hours and oodles of money, while the site is working for you 24/7/365. It’s like I always ask of my coaching clients, “Are you system dependent or are you self dependent?
So, here is a list of 15 key critical functions and tasks that if worked with and completed, will give you some marketing muscle behind your website and hopefully will help you gain back valuable time while increasing profits.
1. Get Everyone On Board
During many of my training and speaking engagements around the country, I often run into business owners, employees or staff member who have preconceived notions about the Internet or websites. They allow their self imposed boxes to get in the way of effective website marketing strategies for themselves or their company. Get your team together and explain to them the why’s of having a website and have a specific plan (like following the steps in this article) for them to follow.
2. Gather Data
One of my favorite quotes is “Find the Way to Do It Versus Finding The Way Not To Do It!” So, find a way to ask each and every client for not only their e-mail but for their complete contact data information including their date of birth and hobbies and passion. You use the data to stay in touch with your clients and how to “touch” them AFTER the sale is made. Most personality styles gain trust with their salespeople when they are continually “touched” through different means of communication.
3. Let ‘Em Know
Heck, if you don’t let your clients know about your website, who is? Here are some suggestions on easy ways to propagate your website address to your clients:
4. Write “Expert” Articles
Write articles on your products or services. They can be as simple as a one page bullet sheet that if one of your clients reviewed the information, they would find the information useful. Post the article on your website and share direct links with your clients that will take them back to that article. As an example, read more about Expert Articles HERE.
5. Write and Publish an Every So Often Electronic News Letter
Build a huge database and hit them INFREQUENTLY with a newsletter that has significant information that will help them and add value, after the sale.
6. Send Snail Mail Postcards to Clients
Reminding them about your website creates an additional touch which improves conversions and recall. Or, launch a direct-mail campaign, sending 3 to 6 postcards – spaced a week or so apart to prospects. This can draw new visitors to your site.
7. Spend One Hour Each Day Prospecting
New customers or visitors. Spread the word about your product/service/Website and improves awareness.
8. Create A “Welcome” Audio Message on Your Website
Using MP3 technology. (With start and stop under visitor control). An additional way to verbally communicate your message.
9. Create a Hard Copy Press Release
Announcing your new site and mail it to your entire list. Ask anyone that responds to the mailing a “free” link back to their website from your website.
10. Get On A Radio Talk Show
As an expect on your product and services. Don’t know how? Call the local station and ASK to be included sometime as a guest speaker. When you do the show, MAKE SURE to provide your website as the main point of contact information for your listening audience.
11. Use A Monthly Website Poll
Include a weekly interactive survey for visitors, a great way to make your site user friendly and is a reason for repeat visits.
12. Conduct a Workshop or Seminar
Builds credibility and attracts prospects. Promote your website at the event. Use your site for online electronic registration. Use this accomplished SPEAKER for your event.
13. Study Your Competition
This will helps you understand what is happening in your industry and better address important issues and needs.
14. Put a “Refer-a-Friend¨ Link
On every page that reminds people to tell others about your site and encourages viral marketing.
15. Become Active in Online Forums
This will help establish you as an authority on your subject, improves credibility, and increases touches with potential prospects.
There is no magic to successful website promotion. You can achieve success by having the right mix of different marketing strategies that will help attract customers to you and your business.
Remember this . . .
Mass Action = Mass Results
Some Action = Some Results
No Action = No Results
Where do you fit?
"The marketing pieces created by Chuck & his Sales Tools team clearly & accurately describe the advisor’s professional & personal character & ethics. I was impressed by Chuck & his Sales Tools Team’s ability to develop these sales tools so quickly & professionally."
Kathy Walker
Vice President - Simpkins & Associates
