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Sales Prospecting

“So There We Were…”

Every business has at least one success story. Whatever business you are in, from web design to selling socks, you have stories just waiting to be told.

Elaine Porteous

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Stories have the power to turn satisfied customers into a powerful marketing asset. Testimonials can give you some credibility but they don’t educate or validate your capabilities.

You can set yourself ahead of the competition by introducing future customers to your products and services in a real live way that doesn’t feel like a hard sell. Happy customers will work with you to promote your business because it gives them free exposure and reflects well on them too.

Here are three ways to engage new prospects:

1. Build case studies into your sales training

Your sales team needs to be armed with the stories that have made your business what it is today. Equip them with the information they need to excite and educate potential customers.

Case studies will really work for you when you tell a story about who the customer is, why they are doing so well, and what you did to contribute to their success and make them a big fan of yours.

Here’s how to use customer cases to open up sales opportunities:

  • Include a few slides in your sales presentation pack that showcase a couple of your real successes, tailored to the prospect’s business and his industry. They must be about companies or individuals that they know or recognise.
  • In your targeted sales letters, get their attention by kicking off with a compelling customer story, expanding on how this could also work for them.
  • When developing proposals and responding to tenders, use short customer case studies to illustrate the benefits you can bring to the party and showcase your capabilities with real examples.
  • Prepare one-page full colour printed handouts of different types of success stories for your sales people to select from. They can use these on sales phone calls and as prompts at face-to-face meetings.

Related: It’s Sell Or Die Because Sales Are The Lifeblood Of Every Company

Your potential customers are busy people. Well-constructed customer case studies engage a person’s attention quickly on an emotional level with a powerful story. They include images, graphics and information about the key players involved in the relationship.

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2. Put them on your website

All businesses need a functioning website that is regularly refreshed with new content. It’s an obvious place to introduce your company to prospective customers and to highlight your achievements. Tease and link to new customer stories right from the home page.

You can provide the full stories on your product and service pages, sorting them into the industry or business sectors they support. This reinforces your know-how and abilities that your prospect can directly relate to.

Alternatively, you can allocate a page specifically and call it ‘What our customers say about us’ or ‘Our success stories’. Don’t hide these pages in sub-menus, make stories easy to find. Remember to include a quote or testimonial from your satisfied customer.

3. Email marketing and newsletters

Customer case studies used in email marketing can explain to prospective customers how other companies are using your products or services successfully. This can introduce them to benefits and opportunities that they are unaware of.

Newsletters can be targeted by industry or size of customer or can be further customised and sent to specific targets or even to only one hand-picked recipient. To provide real reading value, get the reader’s attention up-front with a short, sharp summary of the customer success story inviting him to ‘read more’.

Related: You Can’t Succeed At Sales Working In Failure Mode

Your communication of these heart-warming stories should go out, not only to prospects but to your employees, your suppliers, partners and your loyal customers. You never know where your next referral will come from. People love to read about other peoples’ successes in growing businesses.

Follow up by re-purposing the newsletter content into sales brochures, handouts and also include the story in technical white papers and special reports. Re-engage with ex-customers who have gone quiet; revive their interest in new innovations.

What makes a good customer case study?

  • Who is the customer, what is the business about?
  • What were the challenges that the business faced?
  • How did we go about solving their problems?
  • What was the outcome/the results achieved?

Conventional promotional and sales material and web content is often dreary, repetitive and indistinguishable from that of your competitors. Customer success stories can set you apart and bring your offerings to life.

Read next: The Sales That Really Count

The author, Elaine Porteous, is a business writer and commentator on procurement and supply chain issues. She also writes on human resources and career topics. For more details, see her website www.elaineporteous.com

Sales Prospecting

7 Steps To Master The 80/20 Revenue Model

Imagine a world where 80% of your revenue came from 20% of your customers. Now what will it take to make it your reality?

Emma Donovan

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We are often so focused on new leads that we forget to master the art of upselling and cross-selling. To generate more income from existing customers you need to focus on quality over quantity, and be strategic in your approach. Here are seven steps to help you on your way.

Understand what you want to achieve

When you upsell, you encourage customers to buy a higher-end product or service than the one in question – such as an airplane seat with more leg room. Whereas cross-selling tempts customers to buy related products that satisfy additional, complementary needs. A simple example is when you check out of an online store and the shop tempts you to buy similar or complementary products that you suddenly just can’t live without!

Tip: Identify which one makes sense in your business, and what the additional or complementary offering will be.

Nurture relationships

Long-standing relationships and loyal clients are worth their weight in gold. Make sure they know they will remain a priority, even when you are busy with bigger or more profitable projects.

Constantly over-deliver and exceed expectations. Make yourself ‘irreplaceable’. 

Related: This Is What Bevan Ducasse Did When He Realised wiGroup’s Revenue Model Wasn’t Working

Provide solutions

Don’t presume you know what your customers want or need – do your homework and ask them. You need to understand their hopes, dreams, fears and challenges. Three simple ways to do this are to:

  • set up regular one-on-one calls
  • catch up over coffee
  • or email them a quick survey to complete.

Add real value

Ask yourself, ‘how can I help this client achieve their goals or overcome this challenge?’ You need to find ways to add real value to make the additional expense worthwhile. Also make sure your pricing is fair and competitive, without selling yourself short.

For example, one of the products we cross-sell at Yellow Door is video content. It’s a key part of a holistic marketing strategy and is a great way to bolster content for launches, social media and newsletters.

Paint a picture

To excel at upselling and cross-selling, you need to help customers visualise the value they will get from the higher-priced item. Whether it’s a 30-second video, an infographic, or a well worded email – take the time to explain not only what the product is, but how it will benefit them or their business.

Incentivise

Offering a reward or incentive can increase your upsell or cross-sell conversion rate. For example, offer free shipping or a discount if the client purchases two or more products or services.

Related: Bob Skinstad On Making An Impact With The 80/20 Principle

Create capacity

Ensure your team has the expertise and capacity to deliver the relevant service or product at the right standard. Alternatively, find a non-competing service provider to complement your offering and agree on a referral or commission structure. This way you can expand your offering without increasing your overheads.

The key to success is to understand what your customers value and then respond with products, services or features that meet those needs.

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Sales Prospecting

Empower Your Team To Make More Sales

The answer is not simple. However Leadify’s CEO, Grant Fleming shares several strategies that can help.

Grant Fleming

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Much like the business cliché that your company is only as strong as its people, in marketing, behind every successful marketing campaign there is an empowered team. But how do you help your team increase their sales?

The answer is not simple. However Leadify’s CEO, Grant Fleming shares several strategies that can help:

1. Become clever at dealing with data

It is essential that teams have the right platform at their disposal to reach the agreed-to goals. Teams also need to become more adept at dealing with data to learn about their customers. Teams should segment data, send marketing messages and receive instant feedback to learn from. They should also optimise their messages and dig into the demographics of their audience.

2. Curate your audience

The above enables teams to curate, and continuously engage with their audience. One of the biggest mistakes marketers make is focusing their communication to a base, instead of cultivating an audience through learning from insights and feedback. This doesn’t foster an incentive to learn anything from one week or one campaign to the next. Teams end up sending out an email/SMS blast one week after another, with the same results.

Related: What Really Drives Sales Growth And Repeat Business?

3. Market more smartly

Rather than marketing ‘harder’, teams should be marketing smarter. There are a few ways to do this. Given teams have the appropriate automated marketing tools at their disposal, they can automate certain repetitive activities so that they continue to learn while the system executes.

Teams are also best served by breaking down their goals into measurable insights and build logical marketing lists (data lists) rather than lumping everything into one list. Often, splitting data by its original source works well, but so does sectioning lists according to category.

Consider using “Remarketing” for the direct marketing space too. This is similar to AdWords marketing, where teams ‘slice and dice’ their data, and insights about engaged audiences are retargeted using the platform.

The other options is “Long Run” campaigns. Here a campaign is live over a longer period of time, essentially establishing a level of cadence for direct marketing efforts. 

4. Do lean marketing

To empower your team, adopt a lean marketing process. This sees teams marketing in small batches, sending e.g. 2000 SMSs, reviewing the results, then another 2000, and then tweaking the marketing message if needed.

By sending five different marketing messages, your marketing teams will be able to whittle down to the top two that returned the best results, and then scale them up.

This, rather than just sending a million SMSs (for example) to your entire database, is a lean marketing approach that can help your team incrementally improve their efforts for an optimal return.

Related: What You Need To Know About The Lean Start-up Model

5. Value testing and metrics

Both testing and metrics are critical to helping your marketing team become more successful, with A/B testing in particular critical for learning.

When you tweak campaigns, resist the urge to make larger changes; these make it difficult to measure results. Rather do small-batch testing, even if it is just from your newsletters. Try and bleed the marketing messages out over a logical timeframe – don’t just blast out to the entire list in one go.

Regarding metrics, concentrate not only on the number of messages sent, but clicks and click-through rates as well as conversions, even if the latter happens down the line. Understanding these metrics across demographics is equally important, as this allows you to curate audiences that you can personalise marketing to.

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Sales Prospecting

3 Ways You Should Use Data Science To Skyrocket Sales

Sales business is getting harder and more competitive day after day. Both physical retail and e-commerce offer a wide variety of brands and products, which makes it more difficult for an average sales person to seal the deal with potential customers.

Olivia Ryan

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Data Science

Sales professionals have to be clever and extremely analytical before even approaching their clients. That’s why they use data science to skyrocket business. Data science is a contemporary statistical model which seeks to provide meaningful information from large amounts of complex data.

According to the study, this type of business analytics is expected to generate almost USD170 billion in 2018. If you want to keep the business stable and highly profitable, you should consider embracing data science in everyday work. This post will show you 3 ways to do it successfully.

Prospect Analysis

Data science is based on artificial intelligence that has enough analytical power to give you remarkable insights into the traits of all prospects. Using this tool, you can personalise sales negotiations so as to match the exact needs of each client individually.

For example, data science will tell you the basic demographic features like age, gender, and location. But it goes beyond that and reveals income levels, professional titles, or personal interests based on online searches. All these inputs allow you to customise offers according to client’s preferences.

At the same time, you can prioritise prospects based on company size, predicted revenue, long-term potential, industry influence, or any other feature you might consider relevant to your business. This way, you can dedicate more time to the more important prospects and increase profitability just because you know who to talk to first.

Upselling

It’s much simpler to sell products to existing customers than to attract new buyers. Data science can help you to upsell products and increase the profit using the base of loyal clients.

Related: What Really Drives Sales Growth And Repeat Business?

The system is simple – data science analyses the purchasing history and the preferences of every customer and suggests complementary products. That way, you make sure that your upselling suggestions stay relevant, which not only reduces bounce rates but also strengthens the base of loyal clients.

Create Ambitious Sales Quotas

Creating sales quotas has never been an easy job. Most companies are selling dozens of products in many cities, regions, or even countries, which makes it difficult for sales managers to manually determine ambitious but realistic quotas for their agents.

It’s actually one of the biggest reasons why managers underperform and fail to meet company requirements. However, data science makes this task a lot easier because it can automatically conduct the research and decide how much is enough for every sales representative in your team.

Company Aussie Writings uses data science to make sales forecasts and here’s what they say about it: “The new business analytics model goes through huge volumes of data within minutes, detect sales trends, and givesus a good plan for each agent, product, or region. With such powerful tool at our disposal, we don’t put too much pressure on sales representatives, but we also don’t have to worry about underachievement.”

The benefits of data science

Data science helps businesses to analyse potential clients more comprehensively and increases the odds of keeping sales high in the long run. It’s a perfect model for entrepreneurs who want to stay competitive in the abundance of brands, products, and services.

Related: Get Those Quotas Moving (Upward!) In 2018! 5 Things Your Salespeople Can Do

In this post, we showed you 3 ways you should use data science to skyrocket sales. Which tip could give your company the biggest boost? Let us know in comments and don’t hesitate to ask us if you need any additional information about this topic.

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