5 Sales Techniques for Small Businesses
Every small business’ lifeblood is sales, regardless of the product or service it provides. Contractors need customers. Retailers need customers. Architects, landscapers, glaziers, salons, sports bars, graphic designers, and antique shops all rely on local, regional, and even national consumers to stay in business.
With so much competition, small businesses must take advantage of every opportunity to increase sales and expand their customer bases. With an expanding customer base come more retained customers. Retained or repeat customers often are the difference between existence and extinction.
Because there’s no magic bullet, small businesses must take a multi-pronged approach to sales. Even without a master’s degree in business, the basic techniques are accessible and fairly easy to implement:
Cold Calling
No one likes this technique, but it gets results. If it didn’t work, no business would ever use it. Though cold calling is typically associated with insurance salesmen and stock brokers, contractors use it as well. Reaching out to the general public one phone call at a time might seem like a waste of effort, but one happy paying customer builds a bridge to more happy paying customers. During a cold call, a business can grab a person’s attention, and inexpensive promotional items can lead to big results.
Enticements and Promotions
Customers love getting good deals. The success of two-for-one deals, buy-one-get-one programs, free promotional items, or just saving a significant percent makes customers feel they really are getting more for less. In fact, the cliche “the more you buy, the more you save” is rooted in this phenomenon. Simply promising customers a token gift for just visiting an establishment results in more sales.
Internal Analysis
Few business owners care for going over monthly reports. Even fewer will actually assess those monthly figures meaningfully. However, this little-used technique has huge sales potential. Business owners who keep in the know about the intricacies of their operations will realize more net sales than those who don’t make the commitment. Identifying trends takes out a lot of guesswork out of the sales equation.
Talk Up Your Sales
Sales is as much of an art as a science. It’s using a combination of experience, gut instinct, business analytics, and industry knowledge to make a sale. Three things are paramount to getting more customers to commit: attitude, due diligence, and demeanor. The first is acting as though business is thriving. Customers won’t tolerate begging. The second is knowing your customers’ business well enough to speak the jargon. The third is not using negative language during any portion of the sales presentation.
Incorporating Technology
Tablet computers aren’t just for reading digital books and playing games on the go. Using social media to reach more customers is one way to break down geographic barriers. Technology can be a small business’ best sales weapon if used correctly, and is increasingly necessary for any business to stay afloat as more and more consumers and clients do their shopping and conduct their business online.
By using a multifaceted approach, small businesses can grow and prosper for years to come. Even big companies can’t afford to overlook multiple methods of bolstering sales, especially when it comes to learning how to use new communication technologies to connect with more customers. Small businesses have little to lose and everything to gain by using all avenues available to support their sales.
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A Fool Proof Guide To Setting Up A Sale
Working in sales is one of the hardest jobs you can do. Although it doesn’t require any formal qualifications you need to have the right attitude. In today’s market place selling is more important than ever especially when anyone can buy anything they want online.
Any good business should be customer lead and sales driven. You need to be able to identify exactly what your customer wants and how you can deliver it to them.
So how do you succeed in sales?
Dispel the Negative
First off you need to dispel any negative connotations that sales has, whether you’re based in a corporate office or selling door to door you should be proud of both what you’re doing and the product your selling.
When it comes to your product (or service) you need to make sure you understand it inside out, you need to know the history and everything your product has ever been involved in. This in-depth knowledge could well be what sets you apart from your competitors. This will help you install faith and trust in both you and your brand. Once you have this knowledge you’ll be able to identify your unique selling point (USP).
Who are you Selling To?
The first thing you need to identify is who you’re selling to. You will never be selling to a company you will only ever be selling to an individual. Even if you have a room full of people you’re pitching too the decision to buy will untimely come down to one person.
This means you need to identify that one person before you do anything else. You need their name and not just their title; an email, phone call or letter addressed to ‘the head of marketing’ is going straight into the junk folder.
Make Contact
Now you’ve got your name you need to make contact. The best way to go about this is with an introductory email (or letter). You address your recipient by name and introduce yourself, your company and your product. This is just an introduction so you’re not selling anything at the moment.
You need to make the letter as personalised as possible. A generic letter that could apply to everyone will be obvious straight away. At the end of the letter include a brief sentence explaining you’ll follow up this letter in a few days. This gives them time to think it over and proves you can keep a commitment. Anything longer than a few days and they’re likely to have forgotten about you.
Follow Up
Once you’ve sent this letter or email you’ve made your first contact and you’ve got your reason for the next contact. When you call them up you can ask for the person specifically. You’ll probably get through to a receptionist or secretary initially and you’ve got to get past them. Ask for the name of the person you need with confidence like you speak to them all the time.
When asked for your name give your first name as this gives a connotation of familiarity, only give the name of your company if you’re asked for it. Avoid doing a well rehearsed introduction as again this makes you sound like a sales call.
Get the Meeting
The purpose of this phone call is just to get a meeting. Like the letter you’re not going into the call with the thought of making a sale in the back of your mind. If you can promise to offer them something at a cheaper price or more efficiently than they’re currently getting, now is the time to shine. You’re not there to waste their time you’re simply enquiring as to how you can fit into their business structure to provide a business benefit. Try to take this phone call standing up and with a smile on your face. If you’re slouched over a desk with the Monday morning blues it will come across in your voice.
About the Author: Kim works for Real Asset Management who are experts in fixed assets.
Photo Credit: LoopZilla
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8 Business Lessons Learned from Using Twitter in 2009
The debate will continue in 2010 about the value of using Twitter for your business, and if you jumped on the Twitter wagon in 2009 I’m sure you have your own conclusions as to its effectiveness.
I found myself asking how valuable Twitter was as a business tool, and what I found is the main things I learned from using Twitter in 2009 were business lessons brought to light from the Twitter medium.
So if nothing else the value of Twitter for business, at least for me, was the learning that took place through the application about business in general not just business on Twitter. Here’s my top 8.
1. Communicating beats selling
On Twitter as in life communicating gets you farther than selling. Those constantly pumping their products on Twitter – we ignore. Those constantly pumping their services at the mall – we ignore. Talk to me, provide some value in the conversation – okay, now you’ve got my attention.
2. 10 is better than 10,000
Ever notice there is a core group of your followers on Twitter who really dig what you’re doing? They’re always there, retweeting your stuff, talking up your service, and gushing about your products. That’s what you’re looking for, on and off Twitter. Those people make your business better. I’ll take the 10 people obsessed (we’re talking tattoos of my logo on their chest obsessed) about what I do, than 10,000 casual “fans” any day.
3. Relationships take time
No brainer, but often neglected. Want to get the most of out your business? Just like on Twitter, relationships take time…but
4. They are worth it
If you’re creating those obsessed fans we talked about above, the weeks, months, and years you take to create the relationship will pay you back 10 fold.
5. No magic bullet
If you jumped on Twitter thinking it was going to solve all your sales problems you’re probably disappointed today. There really is no magic bullet, nothing is going to turn your business around overnight or take it to the next level other than hard work.
6. Marketing is the sum of its parts
Much like the “magic bullet”, no one piece of marketing or advertising is going to be “the one”. Some of your campaigns may work better than others, but your marketing is the sum of all its parts. This includes your advertisements, your service, and your relationship with your customers.
7. Unfollowing – not just for Twitter
Customers are unfollowing you all the time if you don’t meet their needs. On Twitter we can see this because our follower count goes down, in the real world it’s less visible. What are you doing to make sure you’re not being unfollowed?
8. First it’s about you, then it’s about them
Why someone followed you on Twitter is probably about you, why they continue to follow comes down to them.
As a small business owner you make or break your business. We’ve talked about how most people are buying you, not necessarily your product or service. At first you attract the customers…but then the dynamic shifts… your business becomes about them. Your success or failure lies in their hands.
Your Turn
What say you? Any Twitter reflections from your experience? Put’em in the comments below…
Photo Credit: magerleagues
Three Magic Words That Sell
Not often will magicians share their tricks with the world, but today we have marketing wizard Boyd Blackwood pulling back the curtain to reveal one of his advertising secrets – three words that sell!
Almost since mankind grunted its first syllable, other men have searched for the most effective words to motivate and convince.
In the twentieth century, the study became a mini-science as experts began to codify the words they had found to increase the effectiveness of advertising and sales messages. Legendary ad-guru David Ogilvy was one such writer, offering his Most Effective Trilogy: You, New and How.
As a marketing strategist and copywriter for over 30 years, I have honed my own list of Magic Words – ones that I know from experience really work in advertising, on websites and in one-to-one selling. Here are three of my favorites.
#1: Because
The MOST powerful word you can use to convince is not You, not New, not even Free. It is Because.
Why?
Because the word has almost irresistible power to create belief in the minds of others. Its magic power comes from the fact that none of us really make decisions logically. In almost every instance, people make decisions emotionally – and then justify them logically.
When you use the word Because, you give the other person justification for believing you. What is truly amazing is that the reason that follows the word Because, doesn’t even have to be totally logical, provable or otherwise sound.
On a more prosaic level, which one of these requests is more persuasive?
“Will you buy these cookies?”
“Will you buy these cookies because the sales go to buy our classroom a computer?”
#2: You
Here I line up with Ogilvy; You is one of the most powerful words around.
Nobody wants to receive more sales messages – we’re all overwhelmed with them. So, we always view any message first with the question: “Is this of any importance to me?”
If the message seems to be addressed to a vast, undefined group of someones, the answer is usually “no”. So, every message should be addressed to the most specific person there is: you.
If you need convincing, stand on a busy street corner and yell: “Can anyone help me?” Then try looking directly at one person and asking: “Can YOU help me?”
#3: Imagine
Hypnotic suggestion is fascinating. One of the simplest ways to induce hypnosis is to ask someone to imagine something. When we engage our imagination, we slip into a light trance state – putting our rationale mind on hold for a moment and allowing our more creative subconscious to take charge.
And our subconscious is the province of wishes, memories, desires and dreams. Suggesting that someone imagine himself or herself enjoying the benefits of whatever you are promoting can work wonders – it causes them to actually enter the state of being a buyer, to pre-experience the sensations and emotions of ownership or acceptance.
You move from trying to persuade someone to helping them actually persuade themselves. That’s strong magic!
Note: Asking people to remember something is another way to help them access their subconscious. “Remember what it felt like on Christmas morning when you saw your first shiny (whatever) there under the tree?” Then, just connect that remembered feeling to whatever you’re selling.
Now… imagine what you can accomplish by using these magic words to promote your business. Because they almost have the power of incantation.
Author Bio:
For over 30 years, Boyd Blackwood has created ideas with practical applications in the fields of advertising, marketing, public relations and sales.
Among his favorite accomplishments are creating corporate names for national companies such as StaffMark and naming the national program AmeriCorps. He also created the official souvenir books for two U.S. presidential inaugurations. Creative work by himself and his teams has won several National ADDY Awards and has been featured in the Clios, Adweek Magazine, Luerzer’s Archive and AdAge Magazine.
Today, he shares the secrets he’s learned about getting the most return from any size marketing expenditure at his blog, Smart Marketing On Any Budget
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Four Reasons Your Customers Don’t Buy From You
Ever wondered why your customers choose not to buy from you?
I’m talking about the good leads, folks who fit your target market to a tee, people for all intents and purposes should be buying. I believe there are four reasons these people don’t buy, work on these and you’ll go a long way in converting some of those customers who are currently going away empty handed. And the good news is 3 out of 4 are directly within your control.
1. Poor Sales Tactics
The first one is the most obvious, and hopefully the easiest to overcome. Once you have that qualified lead, or the person in your store who SHOULD be buying from you, are you doing what it takes to close the deal. Remember the Easiest Way to Sell Stuff Ever? Simple tactics like that will help you convert.
2. Uncertain of Value/Benefits
If I’m your target customer, and for the sake of argument let’s say you aren’t selling junk, one reason I may not be buying is that I’m unclear on what value I’m being given (looking to shop around?), or am unclear on the benefits (why do I need this?).
Seth Godin just had a nice post where he examines the value equation, noting that most marketers get it wrong by expecting customers only want a lower prices – when in reality customers want value. Show them value = get more sales.
Also, don’t forget the “value” of explaining the benefits. I don’t care that you’ve sell 2,000 different types of wine – I want that one bottle that will take away the stress at the end of a long day, and transport me to Italy. Show them benefits – get more sales.
3. Uncertain of Guarantee
“Am I going to get ripped off?” This is going through your customers mind more often than you’d like to admit.
You know you’d never rip anyone off, but how well do they know that. And are you giving them a guarantee that completely puts their minds at ease?
Which are you more likely to buy from “Money back within 30 days, as long as you have a receipt and the item is unworn” or “Full money back guarantee, no questions asked, no time limit”?
4. Wrong Place Wrong Time
There is a chance you are interacting with the consumer at a place and time where they just aren’t ready to buy for whatever reason. If you assessed you’re doing a good job with the other three reasons, the wrong place / wrong time customer should be few and far between. The only thing to do here is to try and get them back when the timing’s better.
This is what it came down for me after I looked at why “would be customers” weren’t buying from me. Have you found the same thing with your businesses?
Photo Credit: Slightlynorth’s photostream
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Will Big Business Ruin Twitter?
Dell’s recent announcement that it’s made over $1,000,000 in sales related to Twitter had the Twitterverse buzzing a couple days ago:
“Less altruistically, some businesses have discovered that Twitter is an effective way of communicating with consumers. Dell (NASDAQ: DELL) says Twitter has produced $1 million in revenue over the past year and a half through sale alerts. People who sign up to follow Dell on Twitter receive messages when discounted products are available the company’s Home Outlet Store. They can click over to purchase the product or forward the information to others.”
Twitter’s a Marketer’s Dream
This example illustrates quite clearly the power of Twitter as a marketing and sales tool, and while an extra million to a behemoth like Dell may be pocket change, this announcement will be a topic of discussion at board meetings across the globe companies look to leverage their use of Twitter to drive sales.
It is only a matter of time before other big businesses join the party and dedicate someone from their marketing department to devise ways of milking sales from the Twitter outlet.
Twitter Will Grow Up
As Twitter matures, and corporate users figure out ways to best utilize the medium to drive sales, the $1,000,000 mark will look like a paltry sum once companies like Apple begin to monetize their Twitter presence.
Wait until Best Buy gets in the game and gives out a TV set to one lucky follower, or the Gap direct messages coupons to their faithful. Maybe lettuce is on sale at Whole Foods and they instantly tell their 11,000 followers about it only to see word of the event go viral and start a lettuce run like this country has never seen.
Just wait, it will happen, maybe not with lettuce but it will happen.
The possibilities are endless for big companies to use Twitter to fatten their bottom line. And as big businesses catch on you can expect to see what is now a novelty (Wow! Dell made a lot of money) become commonplace.
My Questions For You:
As big business adopts Twitter as a legitimate sales outlet, will this ruin your Twitter experience?
Will it taint our view of Twitter, which we’ve come to know and love as a somewhat altruistic, sometimes wacky place to connect with individuals on an individual level?
Will it change your experience for the better or worse?
I’d love to hear your thoughts on this.
