Author: Randolph Graham

The Wrong Sales Process

The Situation

A professional services company had a handful of junior sales reps, all of whom were missing their numbers. The CEO was frustrated because they had a strong direct-mail program that was producing a very high call-in rate. However, the call-in conversion rate was quite low and generating far less revenue/sales than projected.

Analysis

We went in to study the client acquisition process from beginning to end. Clearly, the direct-mail campaign was working based on the number of pieces that were sent out every month and the high percentage of prospects calling in from each mailing. The sales reps had good selling skills and used a traditional consultative selling process. However, the company’s offerings were simple and straightforward. We discovered that the prospects calling in were ready to buy and didn’t need to go through a consultative process. So the sales reps were actually getting in the way of the sales!

 

Changes Made

We took one sales rep out of the client acquisition process for one day and had his incoming calls answered by an office assistant whom we asked to play customer service rep. At the end of the day, the number of call-in conversions was up significantly. We immediately replaced all of the sales reps with customer service reps. Since the company wanted to keep the sales reps, we moved the handful of sales reps to outside sales with a major account acquisition strategy and execution plan.

The Result

Sales tripled in the first thirty days from the direct-mailing call-in conversions! One sales rep left the company within three weeks. Another sales rep set the world on fire and closed two major accounts a week with corporate licenses after a thirty-day ramp-up period. The others did moderately well, gaining 1 major account a week with corporate licenses after a thirty-day ramp-up period. Total revenue from the new major account division was an additional 29% at the end of four months.

The Common Mistake

Literally 99% of all companies that we evaluate have no company-wide sales process or, even worse, an ineffective sales process. This is like a football team not using the same playbook or defending against a running game when the opponents are playing a passing game!

5 Steps To Supercharge Your Referrals and References

It is no secret that “word of mouth” or referral business is one of the most effective ways to bring in new clients while simultaneously strengthening relationships with your existing customer base. But even though it is extremely powerful and virtually free (or at most costs very little), very few business owners or coaches use it anywhere near it’s potential!

Consider this: if you got just one referral from each one of your clients, over the next 60 days you’d double your client base! What would that mean to your potential income and how many more people would you be helping in supportive and uplifting ways?

So, how do you maximize word of mouth in your business? Here are 5 Steps you can start to take right now…

  1. Really appreciate your clients and let them know consistently that you value them

This is the most important, yet overlooked element of creating endless referrals. Many businesses focus more on profits than on people. Focusing on profits alone can be detrimental to success and ‘Word of Mouth’ success comes from looking beyond just profit into how you can enrich your customer’s lives.

Action: At least once a month, take the time to communicate to your clients and show them you appreciate them. Send them something of value, something unexpected, a bonus report, a special piece of news you just found. Make it relevant to them and do it regularly.

  1. Create an exceptional experience each time they deal with you or your company

If you can make doing business with you an exceptional experience, your clients will want to tell a lot of people. People want amazing experiences!

Here is an example: There is a Life Coach who has a special relationship with a city coffee shop. Once every 8 weeks he invites his in-person clients to a ‘brain trust’ meeting and the coffee and cake is on the house. Every client that attends gets a card and a voucher from the coffee shop owner to say ‘Thank you for joining us today, we would love to see you again soon’. The voucher is a ‘buy one get one free’ coffee voucher. So they are encouraged to come back again. And because the coffee shop owner is exposing his business to potential new clients, the coach pays just the cost price on the coffee and cake his clients eat. Normally about 8 clients attend and the cost is around $30. Just a little extra touch can make dealing with your business that much more of an exceptional experience!

Action: What can you do now to add little things that make an exceptional experience? Perhaps you can use the above example or something similar in order to network with other professionals while simultaneously providing amazing value to your clients. Remember, start creating exceptional experiences today.

  1. Give your customers incentives for giving you referrals

If you’re being passive about referrals then you’re sitting on a gold-mine. Come up with ways of rewarding your clients for referring business to you. They could receive free gifts, such as a 90 minute coaching session with you, a certificate for a massage or a nice dinner, or perhaps even a financial reward (i.e. $100 Visa gift card). No matter what you choose, the key is making sure that whatever you choose to offer is something that your client will really be attracted to!

Action: Reward your clients for referring people to you. Come up with rewards that will be beneficial to your clients. If you work with clients who routinely use alot of equipment in their job or enjoy shopping, an Amazon gift card might be a very motivating reward for them! And if you are stumped on a gift idea, just remember that money is always a great motivator as well!

  1. Make it easy for clients to give you referrals

If you want to get lots of referrals, you must make it incredibly easy for your clients to tell their friends. Don’t expect them to go way out of the way to help you grow your business. Make it as simple as possible.

Action: Develop a ‘referral package’ that you give to your clients. Ask your clients to be an ambassador for your business as you wish to work with people similar to them. The package would include a professionally designed document explaining why referrals are important to you, and a series of referral cards/ invites/ links that your client can easily share with others and post to their social media accounts. Always make sure to present everything very professionally in order to increase the perceived value of your offer/ services and to put your best foot forward with your new potential clients!

  1. Ask at the right time!

When is the best time to ask for referrals? Any time! If you have followed the steps listed above…you’ve let clients know they are appreciated, you have consistently given them an exceptional experience, you have provided an enticing incentive to share your message with friends, and you have made it incredibly easy for them to do so. At this point, you should not only be able to ask your clients for referrals at any time, but you should also receive very positive results from it as well!

Action: The key is to do something now. Draft up an email today and just send it off to your clients letting them know how much you value them, how much you have enjoyed working with them in the past, and include something that is going to be helpful/ provide some value to their lives. Then over the next 4 to 6 weeks develop your ‘referral package’ and start to use it. Take yourself out of your comfort zone and take action…. Your business and new referral clients will definitely thank you for it!

 

Welcome to the world of Personalized video usage.

This is Randolph Graham at CBRG Digital, like me I assume you are trying to generate leads, meet people, and eventually increase your sales to increase revenue to help improve your bottom line.

Story – One recent morning as I begin checking my email, I noticed one from American Express, titled “Your payment confirmation and a personalized video” that referenced my recent payment. The email content greeted me by name, which of course made me feel special. I felt as if it was designed especially just for me.

As a Senior Business Marketing Strategist at my Agency, I was not supprise because I offer this exact same services to several of my own clients.

I wanted to let you know that I’m seeking businesses like yours to introduce this service becvause I know that soon it will if now already going to be a common practice on Social media.

I’m just rolling this out to non-clients, so I’m offering to bring on a 10 or so businesses like yours in and would offer to create your first 30 to 1 minute video absolutely at no cost. All I ask for in return is for a reccommendation or referral if you are happy with your video.

You have just seen some sample videos so I hope it is going to be worth a 10-minute zoom or phone chat to see if we’re a fit. We can even brainstorm about what kind of campaign I have in mind for you. Is there a good time when we could chat further?

So give me a call at 301-534-5858 or contact me via my “ASK Randolph”  contact form and provide me your contact information.

To Your Success.

Randolph

Direct Response or Bust!

Direct Response or Bust!

Direct response marketing is a marketing that demands a direct response from your potential customers. This type of marketing is used to answer questions, present your branding, products and the reason you do what you do. Customers love this, as they are offered the opportunity to response, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.

So, what does direct response marketing look like? Well, it comes in many forms, including:

  • Direct mail
  • Print ads
  • Radio and TV ads
  • Coupons or other incentives
  • Telemarketing

Direct Response

Some of the advantages of direct marketing are:

  • A great way to use free time during lulls in business
  • Productive way to communicate and empower you to create more relationships
  • Great way to up- and cross-sell to current customers
  • Low cost way to rustle up new business
  • Used as leverage to turn small sales into large sales
  • Supplement your current marketing program
  • Cost-effective way to reach target markets
  • Offers measurable results
  • Reach outside your local area for new business
  • Increase the effectiveness of your sales force

These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.

“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.” Jay Abraham

Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not. Our GUIDED TOUR can help you put together a great direct response marketing plan and get you on your way to heightened success.

Kick Start Your Marketing

Today I’d like to teach you about the three most important start up marketing tools you need to get and keep new customers.

  1. In person: It’s essential you meet with customers/clients in person whenever possible. This shows you respect them and take the time to work with your clients to give personal attention to each of them.
  2. Follow up letter: Always take a moment to send a follow up letter about what you talked about, new agreements or partnerships made and to thank them for taking the time to meet with you. Likewise, you should always send thank you letters or small gifts to partners you find success with.
  3. Phone call: Use a telephone call to follow up with them to talk again about the matters you talked about in your meeting and offer any assistance you can to help their business run smoothly and more successfully.

None of these will work if you don’t have a quality product/service to back you up!

Here are the key steps for putting together your start-up marketing tools:

  1. Research potential customers, buyers, competitors and their preferred methods of distribution.
  2. Talk to potential customers. Take a hard look at your product from a customer’s perspective and see what it needs to be successful.
  3. Follow up with your 3-step process from above.
  4. Develop systems for contact follow through, quality control standards and customer service.
  5. Develop post-sale follow up system to keep lines of communication open is customers and build on your current relationship which increases future purchases.

“Marketing and innovation produce results; all the rest are costs” Peter Drucker, management consultant

Here’s another one I love from an icon:

“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.” Henry Ford, Founder of Ford Motor Company

This lesson has offered you the tools to put together a start-up marketing plan that can be used over and over again to help your customer base and business grow in a manageable ways.

Stop Wasting Your Resources!

Today you’re going to learn how to find a target market of potential customers so you aren’t wasting precious resources on blitz marketing. So, the two questions you have to ask yourself are:
  • What do people really want to buy from me?
  • What related products are they already buying?
Once you figure this out you will know who is more predisposed to purchase your products/services. Then, you find other businesses with the same customer base who you can customer share with. Come up with an incentive and great arrangement to encourage both of your customer bases to shop at both of your stores. The basic concept is this: You want to find existing businesses who have the customer profile that you are looking for to market your products/services to. Then strike up a relationship with those business owners to work out an incentive for customers to purchase from both businesses. As a result, you have an audience to market to and they generate an added value from their current base. So, how do you figure this out? There is a great formula from Jay Abraham you can follow with great success. LV = (P x F) x N – MC Here’s what it all means:
  • LV is the life time value of a customer
  • P is the average profit margin from each sale
  • F is the number of times a customer buys each year
  • N is the number of years customers stay with you
  • MC is the marketing cost per customer (total costs/number of customers)
Once you know how much you need to spend to attract a new customer, you will know how much of an incentive you can offer to a business to help attract new customers. So, here’s your step-by-step process:
  1. Find companies who already have the customer base you are looking for.
  2. Negotiate an incentive for them to share that customer base with you.
  3. Focus your marketing resources to this group of predisposed customers.
If you need help working through this process, please contact us and we’ll set you up with the most comprehensive system of marketing tools and resources.

Educate Your Customers

Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!

Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.

Here are a couple of key elements to use to retain your current customers:

  1. Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
  2. Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
  3. Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
  4. Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.

There are three cornerstone ideas to a successful business:

  • Quality product/service
  • Offering useful products/services that solve a problem for or enhance the life of a customer
  • Offer subjects your customers find interesting

Use this approach of educating your customers and offering them real information and insight and you will be rewarded with loyalty and success.

Stop wasting all your time on new prospects while your current customers fall by the wayside!

As Jay Abraham says, “Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every ways possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you.”

So, there it is! Remember, we can help you put together the resources and tools to do exactly that. We can help you educate your customers and you can watch the benefits pay offer many-fold.

Lessons I Learned from Paris Hilton

Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Paris Hilton here.

It’s all about self-promotion! Self-promotion comes in many forms and you can use different tactics to get your name out there. Look at politicians! Talk about self-promotion and in some not so discreet ways, at that. But, seriously, consider some of the major superstars we all know. Madonna, Donald Trump, Howard Stern and Bill Clinton, just to name a few.

We all self promote. Did you raise your hand in class to show the teacher you knew the answer? Of course! That’s self-promotion. This is the kind of self-promotion we are talking about. With dignity, class and the knowledge to back it up. If you self-promote only to prove you don’t really know what you’re talking about, you’re going to lose business.

Natural self-promoters are the former and I want to tell you about the three major traits they have and use to build themselves and their businesses.

  1. The first is position. You need to position yourself around people who can make a difference in your life. You need to do this frequently. You need to wake up every morning and ask yourself “Who can I meet today who will make a difference in my success?” In fact, go a step further, write it in big, bold letters and tape it on your bathroom mirror.

Also consider:

Who can help me meet my goals?

Is it a prospective customer/client? A colleague with contacts? An association with key members who may become prospects?

Don’t settle into interacting with the people who are the easiest to access. You need to reach outside your comfort zone and there you will find a wealth of new connections that will bring you great success.

  1. Now, let’s talk about Style. No, this doesn’t mean you need an Armani suit to bring in more business (though, let’s be honest-it wouldn’t hurt) ☺ What this really means is how are you different from your competitors and others in your industry. What makes you memorable with customers?

If you are meeting a lot of people and they don’t remember you once you leave the room, you have a serious problem! This means you have an opportunity to present yourself in a more memorable way.

There are lots of little subtle changes you can make. Reassess your:

  • Business cards
  • Company message
  • Your picture
  • Your wording

Maybe even, your hairstyle (of course, now we’re back to the expensive suit, but it really works!)

You get the idea. There are lots of little ways you can work on making your image and business more successful. Also, consider how you sound on the phone and how you great people at meetings or other events. Think about your 30-sec elevator speech.

  1. The third trait of natural promoters is repetition. You can’t say it once and leave it at that. Successful self-promoters say it as many times as they need until they get a response. Would you remember a commercial for Coca-Cola if you only saw it once, no! You see it over and over and eventually you head out to the store.

You, also, have to make multiple impressions on those you are networking with in order to build brand awareness. Repetition is in direct connection with positioning. Once you find people to network with, reach out and find hundreds more who can help in your success as well.