It’s hard to believe that we are already putting the finishing touches on the “plan” for the New Year.
If you could use a little “jumpstart” to get things moving in the right direction check out the twelve steps below that we use in our “new year” planning.
We have used this process (or a hybrid of it) many times just to insure we had a roadmap for the upcoming year.
We shared this plan with our “Inner Circle” group in SW Florida recently and Kate suggested we send it out to everyone on the “Renegade” list in hopes of making 2012 a great year for as many of you as possible.
As you’ll see the “Twelve Steps” are not complicated, not real time consuming and don’t take a Masters Degree to complete.
The powerful thing about these “steps” is that very few business people (including your competitors) will take the time and energy to create any kind of plan at all.
Taking a little time now, before 2012 gets away from you, to create some kind of a plan or roadmap will repay itself several times over in the coming months.
Here you go -
Twelve “Renegade” Planning, Strategy and Actions for 2012
Day 1 – Set specific (business and personal) goals – “2012 will be a great year if” – create your list here.
The key word here is specific. The more specific you are in your goals the easier it will be to create actionable plans to reach them.
Day 2 – Prioritize the goals (think “gold coins”).
Not all goals are created equal. Some goals deserve a lot of attention – other goals less attention. Prioritize your goals by moving the things (gold coins) that will bring the biggest positive to you personally and in your business to the top of the list.
Day 3 – Make a list of “weaknesses” or “holes” in your business.
No business is perfect. Be brutally honest with yourself about the processes, systems, quality and even people in your business. Make this list without worrying about how you will deal with the things that you need to change – just make the list.
Day 4 – Prioritize the weaknesses and holes - biggest weakness first – be honest.
Again, no business is perfect – and it’s unlikely that any business will ever be perfect. But, you can prioritize the things that need to be fixed in the order that will offer the best results for your business. Note – identifying weaknesses and doing your best to eliminate or at least mitigate them is important. Just don’t get caught in the trap of spending all of your time focusing on “fixing” things. In a lot of cases you can get to your “end result” just as fast or even faster by spending time and energy capitalizing on your strengths. See Day 5.
Day 5 – Make a list of strengths in your Business - biggest strengths first.
Making a list of strengths is equally as important, if not more important than spending too much time focusing on your weaknesses. By leveraging your current strengths by creating action plans and strategies that capitalize on them you can often get amazing - and fast positive results. Example – McDonald’s didn’t get where they are today by worrying a whole lot about having amazing food. They spent most of their time creating amazing delivery systems – their true strength.
Day 6 – Make a list of opportunities - prioritize – use “gold coins” thought process.
Follow your instincts on this day – just make a list of all of the things you would do if you knew you couldn’t fail. Think big here. The only opportunity that I guarantee will not “fly” is the one you never try. Prioritize in the order that will add the most value to you both in business and in your personal life.
Day 7 – Choose the top three priorities in each of the categories to fix or leverage.
Starting with just three won’t be so overwhelming. It’s important to have some small victories quickly along the way. Don’t worry about the priorities that don’t make the top of the list – you can “re-prioritize” soon enough!
Day 8 and 9 – Create a simple plan with up to three action items for each priority.
Now it’s time for action. Create just three actions items for each priority on your list. In fact, some of your priorities can be fixed or leveraged by taking just one strong action. Remember, it’s just conversation until something happens.
Day 10 – Relax and ignore the entire process.
Some of your best solutions, ideas and plans can come at you when you just relax and let your mind takeover. You have been thinking, making lists and concentrating for nine days now. Take a “day off” and see what new amazing ideas and solutions “hit you”!
Day 11 – Take a second look at your priorities, plans and action items – make appropriate changes.
Take one last pass through your priorities, plans and action items. Don’t spend a ton of time over thinking things, but do make any changes that “came to you” while you were relaxing.
Day 12 - Share the plan with someone else.
I’m not suggesting that you necessarily ask for someone else’s opinion – unless you really believe that they have your best interests in mind – beware of “levelers”.
I am suggesting that by writing down your goals, prioritizing them, creating specific action plans and then sharing your goals with another person, your odds of successfully reaching them will increase exponentially – it’s just the way it works.
Finally, just get started – you will be amazed at what you can accomplish with strong and specific goals, thoughtful plans and by taking fast action!
2012 could and should be an amazing year for you. Most business people are waiting for “things to get better”. While competitors sit on the sidelines “Renegades” will be taking “massive” action and getting the results they deserve. If you take the time and energy to create and implement the twelve step plan above, you can and will see explosive growth in your sales and profits.
Dedicated to helping you increase your sales and profits,
Rob Oliver
P.S. I’ll be sharing several powerful and “tested” marketing and sales tools with you this year along with some successful “case studies” that can be duplicated in just about any business. Cheers to a great new year!
Tuesday, January 3, 2012
Thursday, August 11, 2011
What does Jimmy Buffet really do all day?
So much for just “hanging out” in the Sunshine State – I thought it sounded like a great idea – and idea I knew I could actually “take action” on. But then I got the “bad news”.
Success and wealth are attracted to “action”.
I’ll credit one of my mentors, Dan Kennedy for that tip – even though it totally screws up any ideas I had about just “hanging out” around the pool and palm trees now that Kate and I have relocated to Punta Gorda, Florida.
In the article by Robert Skrob below you’ll get an inside look at Jimmy Buffet’s real lifestyle and how “lying around all day in a hammock” with a Margarita in hand just isn’t in the equation for him – yet he has marketed and sold that lifestyle masterfully for decades now.
The “take away” I got from the story below is that money is NOT attracted to “ideas” – money IS attracted to “action”.
How many great ideas have we all had and not acted on, only to see someone else, usually not unusually brilliant or smarter than we are act on that very same idea with great success, sometimes leading to a small or large fortune – for them?
After you read Jimmy Buffet’s story below why not make a list of all of the great ideas you have had over the years and then make a commitment to act on just one – or maybe even two?
In most cases, simply getting started gets us more than halfway to the finish line!
Here is Jimmy’s story as told by Robert Skrob – another one of my mentors. I recommend that you read it in its entirety. It’s got several great messages about sales, marketing and the value of “taking action”.
By Robert Skrob – President, Information Marketing Association
Few musical artists have made more money or had as long a career as Jimmy Buffet. I went “undercover” at Jimmy’s concert this month to uncover his secrets for you.
By 11:00 a.m. the parking lot was slammed. It was impossible to find a parking place ... for an 8:00 p.m. show! Don’t worry about me; I was deep undercover, so I was there by 7:00 a.m. with the gas powered blender. To battle the cold weather, we mixed coffee drinks until 10:00 a.m. I brought the cigarette lighter plug-in coffee pot I bought at the truck stop.
O.K., so I was deep undercover. I looked like a crazy Parrot Head, as Jimmy’s fans call themselves. But, it was all for you. Here is what I learned:
One of the most profound choices Jimmy has made in his business is to give his fans exactly what they want. Every album follows the same template: a couple of party songs, a sad story, a ballad and a couple of middle of the road songs. With rare exception, every song tells a story. About the 4th album he discovered the formula, and the template was cast. His concerts for the last 15 years always include eight specific songs, because those are the songs his fans want to hear.
Many artists get bored with what works. Certainly the music critics have blasted Jimmy’s simpleminded style. But that is the entire point—it isn’t simpleminded. It’s a deliberate choice to provide a target market with exactly what that market wants.
About his restaurants, Jimmy has said, “All people want is a good hamburger and a great margarita, and that’s what we give them.” Yes, it would have been a lot more interesting to create a restaurant with fancy dishes and gourmet meals; however, he understands what his market wants, and he provides it.
Jimmy became the leader of his first band because he was the only one responsible enough to have credit. With that credit he could buy the equipment, so that made him the leader. From then on, he understood that business smarts are required to make money at anything, including playing music.
After his records became popular, he noticed other people selling T-shirts with quotes from his songs on them. His copyrighted song lyrics. While he did make efforts to stop them, he figured if others were making and selling shirts, maybe he should create shirts, too. That’s how Jimmy’s current merchandising empire was born.
Now he manufactures, sells and licenses his song lyrics, images and Margaritaville trademarks and sells thousands of products. These include flip flops, frozen shrimp, blenders, glassware, auto accessories, plush toys—you name it. That’s not all. In the last year, he released a studio album, a live concert album and a live concert DVD; opened a resort hotel, had a 40-show concert schedule; and ran his restaurants.
Jimmy has proven there is no end to customers’ willingness to buy, once they have bought into you. How can you leverage your relationship with your customers? Are there additional ways you can recruit others to create products and services for your customers that you can license and make a profit from? Your customers are buying products from someone; it might as well be you.
I asked Parrot Heads at the concert what Jimmy’s life was like. They told me he flies his planes around, lies in a hammock at the beach and parties every night. I asked where his main home is, and I got answers from Fort Myers to Key West to St. Barts.
Jimmy actually lives in Long Island, N.Y. Fact is, Jimmy is busy working. He puts in a ton of hours behind a desk, on the phone with show promoters, working with restaurant managers and selling every manner of product. However, all of these sales depend on him perpetuating the myth that he lives at the beach and sleeps in a hammock.
Of course, Jimmy did live in Key West and had his share of fun. But, while he lived there he supported himself by working as a first mate on a fishing boat. Every day, at the dock at 6:30 a.m. so he could spend his day in the sun cutting bait, baiting hooks for tourists, taking their fish off the hooks and cleaning fish for tips. Then, to build his music career, he sang in local bar until 2:00 a.m., grabbed some sleep and started all over again. His experience was not as romantic as it is publicly portrayed.
The myth is Jimmy enjoys a life of leisure. He does enjoy his life, but it’s because he’s working hard at something he loves. When you are giving people what they want and they praise you for it, it makes work a lot of fun.
Take time to enjoy the fruits of your business, but more importantly, enjoy the work. You have the opportunity to positively impact thousands of people with the information you possess. Thousands of people who will gladly support you in style if you do it right. You have a rare opportunity to escape to the good life of information marketing.
Success and wealth are attracted to “action”.
I’ll credit one of my mentors, Dan Kennedy for that tip – even though it totally screws up any ideas I had about just “hanging out” around the pool and palm trees now that Kate and I have relocated to Punta Gorda, Florida.
In the article by Robert Skrob below you’ll get an inside look at Jimmy Buffet’s real lifestyle and how “lying around all day in a hammock” with a Margarita in hand just isn’t in the equation for him – yet he has marketed and sold that lifestyle masterfully for decades now.
The “take away” I got from the story below is that money is NOT attracted to “ideas” – money IS attracted to “action”.
How many great ideas have we all had and not acted on, only to see someone else, usually not unusually brilliant or smarter than we are act on that very same idea with great success, sometimes leading to a small or large fortune – for them?
After you read Jimmy Buffet’s story below why not make a list of all of the great ideas you have had over the years and then make a commitment to act on just one – or maybe even two?
In most cases, simply getting started gets us more than halfway to the finish line!
Here is Jimmy’s story as told by Robert Skrob – another one of my mentors. I recommend that you read it in its entirety. It’s got several great messages about sales, marketing and the value of “taking action”.
By Robert Skrob – President, Information Marketing Association
Few musical artists have made more money or had as long a career as Jimmy Buffet. I went “undercover” at Jimmy’s concert this month to uncover his secrets for you.
By 11:00 a.m. the parking lot was slammed. It was impossible to find a parking place ... for an 8:00 p.m. show! Don’t worry about me; I was deep undercover, so I was there by 7:00 a.m. with the gas powered blender. To battle the cold weather, we mixed coffee drinks until 10:00 a.m. I brought the cigarette lighter plug-in coffee pot I bought at the truck stop.
O.K., so I was deep undercover. I looked like a crazy Parrot Head, as Jimmy’s fans call themselves. But, it was all for you. Here is what I learned:
One of the most profound choices Jimmy has made in his business is to give his fans exactly what they want. Every album follows the same template: a couple of party songs, a sad story, a ballad and a couple of middle of the road songs. With rare exception, every song tells a story. About the 4th album he discovered the formula, and the template was cast. His concerts for the last 15 years always include eight specific songs, because those are the songs his fans want to hear.
Many artists get bored with what works. Certainly the music critics have blasted Jimmy’s simpleminded style. But that is the entire point—it isn’t simpleminded. It’s a deliberate choice to provide a target market with exactly what that market wants.
About his restaurants, Jimmy has said, “All people want is a good hamburger and a great margarita, and that’s what we give them.” Yes, it would have been a lot more interesting to create a restaurant with fancy dishes and gourmet meals; however, he understands what his market wants, and he provides it.
Jimmy became the leader of his first band because he was the only one responsible enough to have credit. With that credit he could buy the equipment, so that made him the leader. From then on, he understood that business smarts are required to make money at anything, including playing music.
After his records became popular, he noticed other people selling T-shirts with quotes from his songs on them. His copyrighted song lyrics. While he did make efforts to stop them, he figured if others were making and selling shirts, maybe he should create shirts, too. That’s how Jimmy’s current merchandising empire was born.
Now he manufactures, sells and licenses his song lyrics, images and Margaritaville trademarks and sells thousands of products. These include flip flops, frozen shrimp, blenders, glassware, auto accessories, plush toys—you name it. That’s not all. In the last year, he released a studio album, a live concert album and a live concert DVD; opened a resort hotel, had a 40-show concert schedule; and ran his restaurants.
Jimmy has proven there is no end to customers’ willingness to buy, once they have bought into you. How can you leverage your relationship with your customers? Are there additional ways you can recruit others to create products and services for your customers that you can license and make a profit from? Your customers are buying products from someone; it might as well be you.
I asked Parrot Heads at the concert what Jimmy’s life was like. They told me he flies his planes around, lies in a hammock at the beach and parties every night. I asked where his main home is, and I got answers from Fort Myers to Key West to St. Barts.
Jimmy actually lives in Long Island, N.Y. Fact is, Jimmy is busy working. He puts in a ton of hours behind a desk, on the phone with show promoters, working with restaurant managers and selling every manner of product. However, all of these sales depend on him perpetuating the myth that he lives at the beach and sleeps in a hammock.
Of course, Jimmy did live in Key West and had his share of fun. But, while he lived there he supported himself by working as a first mate on a fishing boat. Every day, at the dock at 6:30 a.m. so he could spend his day in the sun cutting bait, baiting hooks for tourists, taking their fish off the hooks and cleaning fish for tips. Then, to build his music career, he sang in local bar until 2:00 a.m., grabbed some sleep and started all over again. His experience was not as romantic as it is publicly portrayed.
The myth is Jimmy enjoys a life of leisure. He does enjoy his life, but it’s because he’s working hard at something he loves. When you are giving people what they want and they praise you for it, it makes work a lot of fun.
Take time to enjoy the fruits of your business, but more importantly, enjoy the work. You have the opportunity to positively impact thousands of people with the information you possess. Thousands of people who will gladly support you in style if you do it right. You have a rare opportunity to escape to the good life of information marketing.
- Robert Skrob
At least Kate and I can go to a Jimmy Buffet concert now with a totally clear conscience – we’ll call it marketing research. Maybe our accountant will even let us write it off as a business expense!
Dedicated to helping you get more clients, keep more clients and generate more sales and profits,
Rob Oliver
P.S. It would
Rob Oliver
P.S. It would
be great to here any story’s about how “taking action” on one of your ideas has paid off for you!
Tuesday, April 12, 2011
Avoid this one big sales mistake and increase your sales now
Do you want to increase your sales quickly and efficiently without spending a ton of cash just keeping your name out there?
Take a minute to look at these statistics – you decide based on your own experience as a prospective buyer if these numbers are close!
2% of sales are made on the first contact.
3% of sales are made on the second contact.
5% of sales are made on the third contact.
10% of sales are made on the fourth contact.
80% OF SALES ARE MADE ON THE FIFTH THROUGH TWELFTH CONTACT!
Yet, 48% of sales people NEVER follow up.
25% make a second contact and STOP.
12% make a third contact and STOP.
Only 10% make more than three contacts.
And the remaining 5% - take a good guess!
In the “new economy” businesses that don’t pay attention to the statistics above and do not “take action” to create a system to follow-up are destined to just “tread water” at best or “fail’ at worst. I know that sounds pretty blunt but competing to win these days requires working smarter, faster and more effectively than the competition. The upside to all of the statistics above is that your competitors are likely in the 48% group – all you have to do is break away from the “pack”!
I know most of the statistics above are not exactly “breaking news” to you. But posting them somewhere for everyone in your company to see might “rattle some cages”.
Two Simple Sales and Marketing “Secrets”
The first big marketing “secret” is so simple that it gets ignored by most businesses – just follow up on your existing leads and contacts on a regular basis! A minimum of twelve times a year is best and now with the technology available and the “tried and true” tools – direct mail and the good old “telephone” and yes, even in person – following up twenty or more times per year just isn’t that hard (or expensive).
The second big marketing “secret” is even simpler - follow up until your prospect asks you to stop, not when you think they’ll never buy.
Just because you are ready to make a sale today doesn’t mean your prospect is ready to buy today, but over time most of them will buy a product or service similar to what you are offering – and you want to be first on the “list” when they are ready!
What if you set aside just ten minutes each day to follow up with your potential clients?Most of your competitors have a weak if not non-existent follow up system!
Just by creating a consistent and persistent “system” to stay in touch with your contacts will make a huge impact on your sales and your bottom line!
Over the next couple of weeks I will share more “simple” tools and strategies that you can actually implement in your business right away.
Important “Follow-up note of my own: Have you registered for the Renegade Marketing, Sales and Moneymaking “FAST START” Workshop on June 23rd in the Sunshine State yet?
There is still time to register at the lowest possible investment of just $197 – Click Here for the details.
This workshop might be just what you need to “jumpstart” your business in the “new economy”.
Click here to check it out!
It’s more important now than ever to take a look at your marketing and sales processes. A simple “tweak” or change might be all it takes to push your sales and profits to the next level!
Take a minute to look at these statistics – you decide based on your own experience as a prospective buyer if these numbers are close!
2% of sales are made on the first contact.
3% of sales are made on the second contact.
5% of sales are made on the third contact.
10% of sales are made on the fourth contact.
80% OF SALES ARE MADE ON THE FIFTH THROUGH TWELFTH CONTACT!
Yet, 48% of sales people NEVER follow up.
25% make a second contact and STOP.
12% make a third contact and STOP.
Only 10% make more than three contacts.
And the remaining 5% - take a good guess!
In the “new economy” businesses that don’t pay attention to the statistics above and do not “take action” to create a system to follow-up are destined to just “tread water” at best or “fail’ at worst. I know that sounds pretty blunt but competing to win these days requires working smarter, faster and more effectively than the competition. The upside to all of the statistics above is that your competitors are likely in the 48% group – all you have to do is break away from the “pack”!
I know most of the statistics above are not exactly “breaking news” to you. But posting them somewhere for everyone in your company to see might “rattle some cages”.
Two Simple Sales and Marketing “Secrets”
The first big marketing “secret” is so simple that it gets ignored by most businesses – just follow up on your existing leads and contacts on a regular basis! A minimum of twelve times a year is best and now with the technology available and the “tried and true” tools – direct mail and the good old “telephone” and yes, even in person – following up twenty or more times per year just isn’t that hard (or expensive).
The second big marketing “secret” is even simpler - follow up until your prospect asks you to stop, not when you think they’ll never buy.
Just because you are ready to make a sale today doesn’t mean your prospect is ready to buy today, but over time most of them will buy a product or service similar to what you are offering – and you want to be first on the “list” when they are ready!
What if you set aside just ten minutes each day to follow up with your potential clients?Most of your competitors have a weak if not non-existent follow up system!
Just by creating a consistent and persistent “system” to stay in touch with your contacts will make a huge impact on your sales and your bottom line!
Over the next couple of weeks I will share more “simple” tools and strategies that you can actually implement in your business right away.
Important “Follow-up note of my own: Have you registered for the Renegade Marketing, Sales and Moneymaking “FAST START” Workshop on June 23rd in the Sunshine State yet?
There is still time to register at the lowest possible investment of just $197 – Click Here for the details.
This workshop might be just what you need to “jumpstart” your business in the “new economy”.
Click here to check it out!
It’s more important now than ever to take a look at your marketing and sales processes. A simple “tweak” or change might be all it takes to push your sales and profits to the next level!
What is Direct Marketing and Why Should You Care?
Today’s Renegade Marketing Letter is really designed to help you make a choice. Read the information below carefully and don’t miss the 5 Tips at the end of this letter.
First, just a quick note: Should you continue on your current strategy and path to increase sales and profits or should you consider creating a new “road map” that will take you on a different route than the average business?
It’s your choice. You decide. You can take control. Keep reading.
If you are getting measurable results that are meeting or exceeding your business goals from your current marketing, advertising and sales plan then you really ought to stick to it.
But, if the questions that follow below “strike a chord” with you, then it’s time to take control and start getting the results you deserve from your investment of time, energy and money in your business. If you decide that being “average” won’t cut it anymore and you are ready to take control of your marketing, advertising and sales processes then be sure to watch your email tomorrow for details about the one day intensive Marketing and Sales workshop in Charlotte County, Florida slated for June 23rd - it won't be for the "faint of heart" or any business content with just "getting by" in the "new economy".
The space will be limited (likely to just 30 or so people) so take a couple minutes to see if it will be a good fit for you and your business – details tomorrow.
Now ask yourself the following questions:
Do you ever go to work in the morning and wonder if your advertising and marketing is actually working?
Do you find yourself trying the next “shiny object” that comes along in hopes that it will be the “big solution”?
Have you ever bought an ad because there was a special deal or because the "ad rep" called you at the last minute and said you were going to miss the deadline?
Have you ever pursued a new marketing or advertising “avenue” just because your competitors were doing it?
Have you ever spent money on marketing “stuff” because you thought you had to "keep your name out there"?
If you answered yes to any of these questions you are not alone.
Every day thousands of businesses make advertising and marketing decisions based on emotion - usually fear.
One fear is that if you don't do something your competitors might win.
Another fear is that if you don't get new customers right now your business will continue to have little or no profit at all.
Finally, there is a fear of doing nothing at all and solving it by doing "something" even if you don't know if it is effective at all.
Direct Marketing removes the fear and uncertainty from all of your marketing and advertising.
Before we define what Direct Marketing is let's talk about what it isn't:
Direct Marketing is not spending loads of money on advertising and marketing and "hoping" it will work.
Direct Marketing is not about creating "pretty" logos, brochures and other marketing items with literally no plan as to how they will be used to increase your bottom line.
Direct Marketing is not about spending thousands of dollars with a "branding" expert and hoping people might buy from you.
Direct Marketing is not a random process of buying from every "ad rep" or "media marketing expert" that comes through your door.
Direct Marketing is not about consistently "getting your name out there" along with all of the other businesses and crossing your fingers that it might work.
Now, let's define what Direct Marketing is:
Direct Marketing is about defining your specific market(s).
Direct Marketing is about creating specific offers for your specific markets.
Direct Marketing is always measurable.
Direct Marketing allows you to know if you are winning or losing when you invest your marketing dollars.
Direct Marketing is using a variety of tools and techniques to reach your target audience.
Direct Marketing scares some "media ad reps" because it holds their media accountable for results.
Direct Marketing allows you to test your marketing and make changes to get the best bottom line results.
Direct Marketing lets you see exactly what your ROI (return on investment) is with every dollar you spend.
Direct Marketing is the tool that can and will explode your sales and profits when used consistently and properly.
Direct Marketing is a sales and marketing SYSTEM that is continually tuned and refined to produce the maximum results in the most efficient and cost effective manner.
Here are 5 "tips" that can save you thousands of wasted advertising and marketing dollars and immediately increase your bottom line.
1.) If you don't know if a certain kind of advertising is working (making you more sales and profits) then stop it immediately. You would be better off using that money as a client or employee incentive or letting it increase your profits (or decrease your losses) than simply "throwing it into the wind".
2.) If you can't measure it, don't spend it. Even if you are presented with what looks like the best "advertising deal ever", don't buy it until you know that the results can be measured (good or bad). Spending money on advertising with no goal or measurement is like putting the family in the car for a vacation with no destination and just starting to drive and hope it works out OK.
3.) Take charge of your marketing now. Do not rely on the "expertise" of your local "ad reps" or "media marketing professionals" to make your business successful. Most work on a commission and quite frankly have no idea how to increase your profits. The more you spend the more they make - regardless of the results.
4.) Fire your "Ad Agency" if they continue to run "image" ads that produce little if any measurable results. If they insist they are "branding" you and that the sales and profits will come later then don't walk away from them - run!
5.) Take a hard look at your current customer and client list. Remember the 80/20 rule. Take care of that top 20% of customers and clients. Spend 80% of your time and resources marketing and selling to this group - not the other way around.
"Direct Marketing is a systemized process of creating and using specific messages and offers and presenting them to specific targeted markets and audiences with a specific "call to action" and using marketing tools and techniques that are the most effective and give you the ability to measure the results".
97% of businesses won’t take the time or effort to really take control of their marketing and sales systems. In the “new economy” this lack of attention and control can be fatal to any business. Set your goals, make your plan, create your “roadmap” and take action now.
First, just a quick note: Should you continue on your current strategy and path to increase sales and profits or should you consider creating a new “road map” that will take you on a different route than the average business?
It’s your choice. You decide. You can take control. Keep reading.
If you are getting measurable results that are meeting or exceeding your business goals from your current marketing, advertising and sales plan then you really ought to stick to it.
But, if the questions that follow below “strike a chord” with you, then it’s time to take control and start getting the results you deserve from your investment of time, energy and money in your business. If you decide that being “average” won’t cut it anymore and you are ready to take control of your marketing, advertising and sales processes then be sure to watch your email tomorrow for details about the one day intensive Marketing and Sales workshop in Charlotte County, Florida slated for June 23rd - it won't be for the "faint of heart" or any business content with just "getting by" in the "new economy".
The space will be limited (likely to just 30 or so people) so take a couple minutes to see if it will be a good fit for you and your business – details tomorrow.
Now ask yourself the following questions:
Do you ever go to work in the morning and wonder if your advertising and marketing is actually working?
Do you find yourself trying the next “shiny object” that comes along in hopes that it will be the “big solution”?
Have you ever bought an ad because there was a special deal or because the "ad rep" called you at the last minute and said you were going to miss the deadline?
Have you ever pursued a new marketing or advertising “avenue” just because your competitors were doing it?
Have you ever spent money on marketing “stuff” because you thought you had to "keep your name out there"?
If you answered yes to any of these questions you are not alone.
Every day thousands of businesses make advertising and marketing decisions based on emotion - usually fear.
One fear is that if you don't do something your competitors might win.
Another fear is that if you don't get new customers right now your business will continue to have little or no profit at all.
Finally, there is a fear of doing nothing at all and solving it by doing "something" even if you don't know if it is effective at all.
Direct Marketing removes the fear and uncertainty from all of your marketing and advertising.
Before we define what Direct Marketing is let's talk about what it isn't:
Direct Marketing is not spending loads of money on advertising and marketing and "hoping" it will work.
Direct Marketing is not about creating "pretty" logos, brochures and other marketing items with literally no plan as to how they will be used to increase your bottom line.
Direct Marketing is not about spending thousands of dollars with a "branding" expert and hoping people might buy from you.
Direct Marketing is not a random process of buying from every "ad rep" or "media marketing expert" that comes through your door.
Direct Marketing is not about consistently "getting your name out there" along with all of the other businesses and crossing your fingers that it might work.
Now, let's define what Direct Marketing is:
Direct Marketing is about defining your specific market(s).
Direct Marketing is about creating specific offers for your specific markets.
Direct Marketing is always measurable.
Direct Marketing allows you to know if you are winning or losing when you invest your marketing dollars.
Direct Marketing is using a variety of tools and techniques to reach your target audience.
Direct Marketing scares some "media ad reps" because it holds their media accountable for results.
Direct Marketing allows you to test your marketing and make changes to get the best bottom line results.
Direct Marketing lets you see exactly what your ROI (return on investment) is with every dollar you spend.
Direct Marketing is the tool that can and will explode your sales and profits when used consistently and properly.
Direct Marketing is a sales and marketing SYSTEM that is continually tuned and refined to produce the maximum results in the most efficient and cost effective manner.
Here are 5 "tips" that can save you thousands of wasted advertising and marketing dollars and immediately increase your bottom line.
1.) If you don't know if a certain kind of advertising is working (making you more sales and profits) then stop it immediately. You would be better off using that money as a client or employee incentive or letting it increase your profits (or decrease your losses) than simply "throwing it into the wind".
2.) If you can't measure it, don't spend it. Even if you are presented with what looks like the best "advertising deal ever", don't buy it until you know that the results can be measured (good or bad). Spending money on advertising with no goal or measurement is like putting the family in the car for a vacation with no destination and just starting to drive and hope it works out OK.
3.) Take charge of your marketing now. Do not rely on the "expertise" of your local "ad reps" or "media marketing professionals" to make your business successful. Most work on a commission and quite frankly have no idea how to increase your profits. The more you spend the more they make - regardless of the results.
4.) Fire your "Ad Agency" if they continue to run "image" ads that produce little if any measurable results. If they insist they are "branding" you and that the sales and profits will come later then don't walk away from them - run!
5.) Take a hard look at your current customer and client list. Remember the 80/20 rule. Take care of that top 20% of customers and clients. Spend 80% of your time and resources marketing and selling to this group - not the other way around.
"Direct Marketing is a systemized process of creating and using specific messages and offers and presenting them to specific targeted markets and audiences with a specific "call to action" and using marketing tools and techniques that are the most effective and give you the ability to measure the results".
97% of businesses won’t take the time or effort to really take control of their marketing and sales systems. In the “new economy” this lack of attention and control can be fatal to any business. Set your goals, make your plan, create your “roadmap” and take action now.
Is there a "hole" in your business?
Is it costing you $1000's in lost opportunities, lost clients and wasted time, money and energy spent on advertising and marketing?
Today's Renegade Marketing Letter deals with the "hole" in most businesses and a Renegade tip regarding the 80/20 rules and how they apply to most, businesses.
"How can I get more customers?"
"Where should I advertise to get more business?"
"I'm losing great customers to the competition!"
"I just can't seem to close the sale?"
"I can't lower my prices any more!"
These are some of the most common comments and questions I get from the business people that I work with. Most of the time it's pretty simple to figure out what the problems are and believe it or not, there are usually pretty simple solutions. We will continue to address these challenges in this newsletter.
Most businesses won't or don't take the time or the energy to plug the biggest "hole" in their business.
I'm going to get right to the point.
90% or more of the businesses that we patronize have a weak if not non-existent system for attracting clients, keeping clients and generating referrals.
Here a quick sampling of some of my own experiences (I'm sure you can add your own):
1.) Kate spots some spiders around the foundation of our house. We call the local pest control company - two blocks from our house. We tell them we want the spiders gone and a quote for the rest of the yard and our trees.
One week later I pull into our driveway. There's a guy spraying the foundation (took about 15 minutes). I ask about the quote and the answer is "not my job, but I'll remind the boss". It's over a year later and no quote. They lost all of my future business and more importantly any referral business they might have enjoyed.
2.) We have a local floor coverings business that spends a "ton" on advertising. We hired them and spent a quick $5,000.00 or so within the week. That was about two years ago and we have never heard from them again - Not a thank-you, not a request for a referral, not even a "are you satisfied" call. They continue to spend thousands of dollars trying to get "new" customers.
3.) We hired a local landscape company to "clean-up" the yard. They came, they cleaned and they left. They actually did a great job but I have never heard from them again - and I have lots of projects and even more referrals. Yet, they are advertising for new customers all the time and spending a "boat load" of money doing it.
For what it's worth, none of these examples are particularly unique. Think about the people and companies you do business with.
How many times do you hear from them after the sale?
How many requests for a referral have you been asked for this year?
How many follow-up thank-you notes have you received or sent?
How many times have you been offered a new product or service from an existing vendor - the list goes on and on.
All of those companies have a "hole" in their businesses that potential customers, existing customers and MONEY is falling through.
They spend a huge amount of time and MONEY trying to attract new business and very little time or MONEY making sure that their customers and MONEY don't fall into the "hole".
How does your business measure up? If someone doesn't buy on the first contact do you have a follow-up program or better yet follow-up SYSTEM?
Here's a secret concept that can change your business now if you grasp it.
"Your customer is not necessarily ready to buy just because you are ready to sell".
They will buy on their own schedule and you better be there when they are ready.
Most businesses want to plug the "hole". They really do want to set up a system for attracting customers, keeping customers and generating referrals and additional sales. They just never quite get around to it or they keep on "getting ready" to implement something.
If you have a plan and system in place - Congratulations! If not, start tomorrow.
Send a thank-you note to everyone you have done business with in the last two years. You will be amazed at what that single, simple gesture will do to your bottom line.
Send a follow-up note to anyone that has inquired about your product or service in the last year (most businesses don't even keep track) and offer them a special incentive if they respond in two weeks or less. Just doing that can generate great results for your business.
Be sure to read the note below and don't miss the Renegade Tip immediately following it!
Special note: If you are "sick and tired of being sick and tired" of trying every advertising and marketing "solution" out there (or have just given up on all of it) you should consider joining us in June. I mentioned in yesterday's Renegade Marketing Letter that we are finishing up the details on a one day intensive Marketing and Sales workshop in Charlotte County, Florida slated for June 23rd - it won't be for the "faint of heart" or any business content with just "getting by" in the "new economy".
If you are serious about taking control (real control) of your sales and marketing plans, strategies and systems be sure to check out the details this Thursday - you will receive a special email with all the information but the space will be limited (likely to just 30 or so people) so take a couple minutes to see if it will be a good fit for you and your business - more later.
Renegade Tip: Three 80/20 Rules You Need To Know
Don't forget the 80/20 rules. In most businesses 80% of the revenue comes from 20% of the customers. Are you taking great care of that 20% or spending all your time and money on the 80%?
If you take a hard look you may also see that 80% of your profits come from 20% of your products and services. Are you doing all that you can to market and sell that product or service that is highly profitable or are you spending most of your time working on the low margin, high maintenance products and services?
Sometimes just a small change in "focus" will create huge differences in your bottom line.
When it comes to your marketing the 80/20 rule also applies. Is 80% of your business coming from 20% of your marketing and advertising? Are you still doing the old "stuff" that isn't measurable (the 80%) or are you working hard to invest your time, energy and money in the 20% that does?
Today's Renegade Marketing Letter deals with the "hole" in most businesses and a Renegade tip regarding the 80/20 rules and how they apply to most, businesses.
"How can I get more customers?"
"Where should I advertise to get more business?"
"I'm losing great customers to the competition!"
"I just can't seem to close the sale?"
"I can't lower my prices any more!"
These are some of the most common comments and questions I get from the business people that I work with. Most of the time it's pretty simple to figure out what the problems are and believe it or not, there are usually pretty simple solutions. We will continue to address these challenges in this newsletter.
Most businesses won't or don't take the time or the energy to plug the biggest "hole" in their business.
I'm going to get right to the point.
90% or more of the businesses that we patronize have a weak if not non-existent system for attracting clients, keeping clients and generating referrals.
Here a quick sampling of some of my own experiences (I'm sure you can add your own):
1.) Kate spots some spiders around the foundation of our house. We call the local pest control company - two blocks from our house. We tell them we want the spiders gone and a quote for the rest of the yard and our trees.
One week later I pull into our driveway. There's a guy spraying the foundation (took about 15 minutes). I ask about the quote and the answer is "not my job, but I'll remind the boss". It's over a year later and no quote. They lost all of my future business and more importantly any referral business they might have enjoyed.
2.) We have a local floor coverings business that spends a "ton" on advertising. We hired them and spent a quick $5,000.00 or so within the week. That was about two years ago and we have never heard from them again - Not a thank-you, not a request for a referral, not even a "are you satisfied" call. They continue to spend thousands of dollars trying to get "new" customers.
3.) We hired a local landscape company to "clean-up" the yard. They came, they cleaned and they left. They actually did a great job but I have never heard from them again - and I have lots of projects and even more referrals. Yet, they are advertising for new customers all the time and spending a "boat load" of money doing it.
For what it's worth, none of these examples are particularly unique. Think about the people and companies you do business with.
How many times do you hear from them after the sale?
How many requests for a referral have you been asked for this year?
How many follow-up thank-you notes have you received or sent?
How many times have you been offered a new product or service from an existing vendor - the list goes on and on.
All of those companies have a "hole" in their businesses that potential customers, existing customers and MONEY is falling through.
They spend a huge amount of time and MONEY trying to attract new business and very little time or MONEY making sure that their customers and MONEY don't fall into the "hole".
How does your business measure up? If someone doesn't buy on the first contact do you have a follow-up program or better yet follow-up SYSTEM?
Here's a secret concept that can change your business now if you grasp it.
"Your customer is not necessarily ready to buy just because you are ready to sell".
They will buy on their own schedule and you better be there when they are ready.
Most businesses want to plug the "hole". They really do want to set up a system for attracting customers, keeping customers and generating referrals and additional sales. They just never quite get around to it or they keep on "getting ready" to implement something.
If you have a plan and system in place - Congratulations! If not, start tomorrow.
Send a thank-you note to everyone you have done business with in the last two years. You will be amazed at what that single, simple gesture will do to your bottom line.
Send a follow-up note to anyone that has inquired about your product or service in the last year (most businesses don't even keep track) and offer them a special incentive if they respond in two weeks or less. Just doing that can generate great results for your business.
Be sure to read the note below and don't miss the Renegade Tip immediately following it!
Special note: If you are "sick and tired of being sick and tired" of trying every advertising and marketing "solution" out there (or have just given up on all of it) you should consider joining us in June. I mentioned in yesterday's Renegade Marketing Letter that we are finishing up the details on a one day intensive Marketing and Sales workshop in Charlotte County, Florida slated for June 23rd - it won't be for the "faint of heart" or any business content with just "getting by" in the "new economy".
If you are serious about taking control (real control) of your sales and marketing plans, strategies and systems be sure to check out the details this Thursday - you will receive a special email with all the information but the space will be limited (likely to just 30 or so people) so take a couple minutes to see if it will be a good fit for you and your business - more later.
Renegade Tip: Three 80/20 Rules You Need To Know
Don't forget the 80/20 rules. In most businesses 80% of the revenue comes from 20% of the customers. Are you taking great care of that 20% or spending all your time and money on the 80%?
If you take a hard look you may also see that 80% of your profits come from 20% of your products and services. Are you doing all that you can to market and sell that product or service that is highly profitable or are you spending most of your time working on the low margin, high maintenance products and services?
Sometimes just a small change in "focus" will create huge differences in your bottom line.
When it comes to your marketing the 80/20 rule also applies. Is 80% of your business coming from 20% of your marketing and advertising? Are you still doing the old "stuff" that isn't measurable (the 80%) or are you working hard to invest your time, energy and money in the 20% that does?
Sales and Marketing in the “new economy” – Take action now.
Over the last two months or so Kate and I have had the opportunity to meet with business people in several parts of the country. In fact, in the last 40 days we put over 4,500 miles on a rental car traveling to cities in the state of Florida alone!
In the next several Renegade letters I’ll share some of the common marketing and sales challenges I heard from the people we met and give you a “roadmap” to create a “Renegade” sales and marketing plan and strategy that will be effective, measurable, trackable and executable. Your responses and comments are always welcome!
Let’s get started.
The common “thread” among the different business people we had the pleasure of meeting was pretty easy to identify – they all wanted to “compete and win” in the “new economy”. Making the decision to “compete and win” seemed to be the easy part.
Creating and implementing marketing and sales plans, strategies and tactics and then “taking action” seemed to be the difficult part – not surprising when you think about it.
We are all inundated with new choices daily when it comes to creating a plan to get more clients, keep more clients and generate additional sales and profits with our existing client base. It’s really hard to cut through the clutter of marketing and sales “stuff” available, choose the best and then get started with a plan.
I’m going to do my best in the next several Renegade letters to give you information and tools to help you create a real marketing plan that you can execute quickly that will get you results that you can actually track and measure.
In this first letter I want to give you a couple of things to consider before you move forward with any kind of plan. Taking a little time upfront will pay off in big dividends later.
Here is the first thing to consider:
Most businesses simply play “follow the leader” when it comes to running their business – especially when it comes to sales and marketing – but also in other areas of their business. In the “new economy” this is a dangerous way to run a business.
Take a look at your business and your competition – or any industry for that matter. What you will see is that most businesses operate within “boundaries” of about “plus or minus” ten percent of their competition regardless of the industry they are in.
If you look closely at your industry you will see that most of the advertising is the same, products and services are pretty much the same, sales and marketing tools used are about the same and even pricing and profits are the same.
The reason this happens is because most business people (especially when getting started) take a look at what others in their industry are doing in all of these areas and then choose a path for their own business that varies only slightly from everyone else.
In the “new economy” differentiation is critical.
If you want to “compete and win” it is more important than ever to separate yourself and your business from the “pack” and find ways provide “unmatched value” in the markets that you serve.
A good way to start is to make a “top 10” list of small things that you can do to improve your products and services that your competitors either can’t or won’t. Once you have the “list” of things that “make you different” create the action plan to implement all of them – not just one or two things from the list.
If you want to “compete and win” you need to consider taking “massive” action as opposed to “incremental” action.
Next, consider this:
Who is most likely to need or want (and can pay for) the products and services that you are offering?
Here is a hot tip – “everyone” is not your market.
Most businesses spend a ton of time, energy and money getting their “name out there” and hoping that at some point if they get their business in front of enough people “someone” will eventually respond.
In the “old economy” the “shotgun” approach to sales and marketing worked OK for some and not so well for others – but at least they felt like they were doing something.
Mass marketers even came up with a name for “just keeping your name out there”. They called it “branding” and most businesses, large or small, felt better about throwing money at mass advertising because it had a cool name.
Do not fall for the “branding” trap. Most businesses can’t afford to run mass advertising campaigns in hopes that people will remember them when they decide it’s time to shop around.
Here is a quick exercise that will help you “set the stage” for your sales and marketing plan. Make a list of the characteristics of your best and most profitable clients. Start by asking yourself simple questions like:
Where do they live?
What do they drive?
Do they have children?
What is their average income level?
What do they do for fun?
Where do they work?
What do they listen to?
What do they read?
What do they watch?
What clubs or organizations do they belong to?
Where do they go out to eat?Do they use Facebook, Twitter, Linkedin or other social media?
Once you find a set of common characteristics you can start to look for ways to target the people that are most likely to be inclined to want what you offer and that are predisposed to buy when you reach them.
I know this sounds too easy, but most businesses will never take the time to determine who their “target market” is and how to reach them – instead they will just “keep their name out there” and hope something happens.
I’ve said this before but it’s worth repeating – HOPE is not a marketing strategy.
Take a little time between today and tomorrow to determine the things that set you apart from your competitors and who your target market really is. If you do just those two things you will already be way ahead of your competition and well on the way to attracting more clients, keeping more clients and generating more revenue from your existing clients.
Tomorrow I’ll send you the next step to creating an effective and measurable sales and marketing plan – we’ve talked about it before in past Renegade letters.
It’s the “hole” in most businesses that time, money, energy and profits “fall through” every day. The great part is that “plugging the hole” is really easy once you discover it!
In the next several Renegade letters I’ll share some of the common marketing and sales challenges I heard from the people we met and give you a “roadmap” to create a “Renegade” sales and marketing plan and strategy that will be effective, measurable, trackable and executable. Your responses and comments are always welcome!
Let’s get started.
The common “thread” among the different business people we had the pleasure of meeting was pretty easy to identify – they all wanted to “compete and win” in the “new economy”. Making the decision to “compete and win” seemed to be the easy part.
Creating and implementing marketing and sales plans, strategies and tactics and then “taking action” seemed to be the difficult part – not surprising when you think about it.
We are all inundated with new choices daily when it comes to creating a plan to get more clients, keep more clients and generate additional sales and profits with our existing client base. It’s really hard to cut through the clutter of marketing and sales “stuff” available, choose the best and then get started with a plan.
I’m going to do my best in the next several Renegade letters to give you information and tools to help you create a real marketing plan that you can execute quickly that will get you results that you can actually track and measure.
In this first letter I want to give you a couple of things to consider before you move forward with any kind of plan. Taking a little time upfront will pay off in big dividends later.
Here is the first thing to consider:
Most businesses simply play “follow the leader” when it comes to running their business – especially when it comes to sales and marketing – but also in other areas of their business. In the “new economy” this is a dangerous way to run a business.
Take a look at your business and your competition – or any industry for that matter. What you will see is that most businesses operate within “boundaries” of about “plus or minus” ten percent of their competition regardless of the industry they are in.
If you look closely at your industry you will see that most of the advertising is the same, products and services are pretty much the same, sales and marketing tools used are about the same and even pricing and profits are the same.
The reason this happens is because most business people (especially when getting started) take a look at what others in their industry are doing in all of these areas and then choose a path for their own business that varies only slightly from everyone else.
In the “new economy” differentiation is critical.
If you want to “compete and win” it is more important than ever to separate yourself and your business from the “pack” and find ways provide “unmatched value” in the markets that you serve.
A good way to start is to make a “top 10” list of small things that you can do to improve your products and services that your competitors either can’t or won’t. Once you have the “list” of things that “make you different” create the action plan to implement all of them – not just one or two things from the list.
If you want to “compete and win” you need to consider taking “massive” action as opposed to “incremental” action.
Next, consider this:
Who is most likely to need or want (and can pay for) the products and services that you are offering?
Here is a hot tip – “everyone” is not your market.
Most businesses spend a ton of time, energy and money getting their “name out there” and hoping that at some point if they get their business in front of enough people “someone” will eventually respond.
In the “old economy” the “shotgun” approach to sales and marketing worked OK for some and not so well for others – but at least they felt like they were doing something.
Mass marketers even came up with a name for “just keeping your name out there”. They called it “branding” and most businesses, large or small, felt better about throwing money at mass advertising because it had a cool name.
Do not fall for the “branding” trap. Most businesses can’t afford to run mass advertising campaigns in hopes that people will remember them when they decide it’s time to shop around.
Here is a quick exercise that will help you “set the stage” for your sales and marketing plan. Make a list of the characteristics of your best and most profitable clients. Start by asking yourself simple questions like:
Where do they live?
What do they drive?
Do they have children?
What is their average income level?
What do they do for fun?
Where do they work?
What do they listen to?
What do they read?
What do they watch?
What clubs or organizations do they belong to?
Where do they go out to eat?Do they use Facebook, Twitter, Linkedin or other social media?
Once you find a set of common characteristics you can start to look for ways to target the people that are most likely to be inclined to want what you offer and that are predisposed to buy when you reach them.
I know this sounds too easy, but most businesses will never take the time to determine who their “target market” is and how to reach them – instead they will just “keep their name out there” and hope something happens.
I’ve said this before but it’s worth repeating – HOPE is not a marketing strategy.
Take a little time between today and tomorrow to determine the things that set you apart from your competitors and who your target market really is. If you do just those two things you will already be way ahead of your competition and well on the way to attracting more clients, keeping more clients and generating more revenue from your existing clients.
Tomorrow I’ll send you the next step to creating an effective and measurable sales and marketing plan – we’ve talked about it before in past Renegade letters.
It’s the “hole” in most businesses that time, money, energy and profits “fall through” every day. The great part is that “plugging the hole” is really easy once you discover it!
Thursday, January 6, 2011
Get Personal in 2011!
“You can’t change the direction of the wind, but you can change the settings of your sails” – Jim Rohn
“My marketing just doesn’t work like it used to!”
“I run ads but no one responds”!
“I’m losing sales to “cheaper competitors!”
“No one has any money to spend!”
“I’ve got the best “stuff” but no one is buying right now!”
“I guess I’ll just cut expenses to survive!”
“When the economy “comes back” I’ll…”
…and the list goes on and on and on!
Have you uttered any of these thoughts lately, maybe even all of them?
The truth is none of us can change the economy. It’s true that things are different now.
And yes, it’s even true that what worked in the “good old days” just doesn’t seem to pack the same punch as it used to.
That leaves just a few of choices for all of us!
We can keep marketing and selling the way we’ve always done it (even if it doesn’t produce the results we are looking for) and wait out the storm.
We can stop doing any marketing and selling because it seems so futile right now.
Or -
We can change the way we market and sell in the “new economy” and get the results and rewards we deserve!
The point is this – to compete and win in the “new economy” something has to change. And good, bad or otherwise it will take some extra effort and energy to get it done.
There are dozens of marketing and sales strategies and tactics that can and will work in 2011.
Here’s just one strategy (it’s really a tool) that can be implemented right away and will get great results fast. The best thing about is that your competitors won’t use it.
Get Personal!
I know that sounds too simple so I’ll just toss out a few of my own “buying” experiences and you can add your own to the list.
I took about 20 people to dinner to celebrate a birthday (mine) and picked up the check at the end of the night – about $650 plus the tip. I never got a thank-you note or any kind of follow-up at all.
Two years ago I helped raise $7,000 for a local charity in need at Christmas time. They thanked me when I dropped off the check – and I never heard from them again.
Kate and I did a “light” remodel on our house. We got new carpet, paint, central air conditioning and gutters. We have not heard from any of the companies that did the work.
We bought a brand new truck in 2005. We have never had an offer to “upgrade” since.
We bought our house over seven years ago. We might be ready to sell. We haven’t heard from the Realtor in years.
Of course, my list could be a mile long. How about yours?
None of the above companies are “bad companies”. In fact, all of them did a great job. They just never got around to making it personal so that we would buy again, buy more or refer our friends.
97% of businesses have no “system” in place to get “personal” when it comes to follow-up, client appreciation, up-sells, cross-sells, lead generation, getting referrals or even getting back “lost customers”.
But, fortunately they can all blame their “hard times” on the “bad economy”.
Do not fall into the same trap as the rest of the “pack”.
In 2011 make the decision to “get personal”.
1. Send a personal, signed thank-you gift or card after every sale.
2. Write a personal note to your best clients and let them know how important they are.
3. Communicate with your current “list” by postcard, newsletter, email and telephone at least 12 times per year.
4. Figure out the “buying cycle” of your customers and send them a personal “We want you back” letter with a special offer if they fall out of the cycle.
5. If you have clients with special interests or hobbies find an article on the internet and print and mail it to them with a short “thought you might find this interesting” note.
6. Make some kind of a new or existing product “special offer” and make sure you personalize it to the individual.
What would happen if you just got “personal” with your clients and customers for about ten minutes each and every day in 2011?
Could you send just one thank-you note? One offer? One personal article? One “second chance” letter or even one “request for a referral” note?
Make a list of the ways that you could get personal in your marketing, sales and follow-up in 2011 – even “brainstorm” ideas with your team.
Remember, all it takes is just “one degree of separation” to stand out with your potential and current clients.
You can change the “settings of your sails” and catch the wind in the “new economy”!
Happy New Year!
Personally, Rob Oliver – Dedicated to helping you increase your sales and profits!
“My marketing just doesn’t work like it used to!”
“I run ads but no one responds”!
“I’m losing sales to “cheaper competitors!”
“No one has any money to spend!”
“I’ve got the best “stuff” but no one is buying right now!”
“I guess I’ll just cut expenses to survive!”
“When the economy “comes back” I’ll…”
…and the list goes on and on and on!
Have you uttered any of these thoughts lately, maybe even all of them?
The truth is none of us can change the economy. It’s true that things are different now.
And yes, it’s even true that what worked in the “good old days” just doesn’t seem to pack the same punch as it used to.
That leaves just a few of choices for all of us!
We can keep marketing and selling the way we’ve always done it (even if it doesn’t produce the results we are looking for) and wait out the storm.
We can stop doing any marketing and selling because it seems so futile right now.
Or -
We can change the way we market and sell in the “new economy” and get the results and rewards we deserve!
The point is this – to compete and win in the “new economy” something has to change. And good, bad or otherwise it will take some extra effort and energy to get it done.
There are dozens of marketing and sales strategies and tactics that can and will work in 2011.
Here’s just one strategy (it’s really a tool) that can be implemented right away and will get great results fast. The best thing about is that your competitors won’t use it.
Get Personal!
I know that sounds too simple so I’ll just toss out a few of my own “buying” experiences and you can add your own to the list.
I took about 20 people to dinner to celebrate a birthday (mine) and picked up the check at the end of the night – about $650 plus the tip. I never got a thank-you note or any kind of follow-up at all.
Two years ago I helped raise $7,000 for a local charity in need at Christmas time. They thanked me when I dropped off the check – and I never heard from them again.
Kate and I did a “light” remodel on our house. We got new carpet, paint, central air conditioning and gutters. We have not heard from any of the companies that did the work.
We bought a brand new truck in 2005. We have never had an offer to “upgrade” since.
We bought our house over seven years ago. We might be ready to sell. We haven’t heard from the Realtor in years.
Of course, my list could be a mile long. How about yours?
None of the above companies are “bad companies”. In fact, all of them did a great job. They just never got around to making it personal so that we would buy again, buy more or refer our friends.
97% of businesses have no “system” in place to get “personal” when it comes to follow-up, client appreciation, up-sells, cross-sells, lead generation, getting referrals or even getting back “lost customers”.
But, fortunately they can all blame their “hard times” on the “bad economy”.
Do not fall into the same trap as the rest of the “pack”.
In 2011 make the decision to “get personal”.
1. Send a personal, signed thank-you gift or card after every sale.
2. Write a personal note to your best clients and let them know how important they are.
3. Communicate with your current “list” by postcard, newsletter, email and telephone at least 12 times per year.
4. Figure out the “buying cycle” of your customers and send them a personal “We want you back” letter with a special offer if they fall out of the cycle.
5. If you have clients with special interests or hobbies find an article on the internet and print and mail it to them with a short “thought you might find this interesting” note.
6. Make some kind of a new or existing product “special offer” and make sure you personalize it to the individual.
What would happen if you just got “personal” with your clients and customers for about ten minutes each and every day in 2011?
Could you send just one thank-you note? One offer? One personal article? One “second chance” letter or even one “request for a referral” note?
Make a list of the ways that you could get personal in your marketing, sales and follow-up in 2011 – even “brainstorm” ideas with your team.
Remember, all it takes is just “one degree of separation” to stand out with your potential and current clients.
You can change the “settings of your sails” and catch the wind in the “new economy”!
Happy New Year!
Personally, Rob Oliver – Dedicated to helping you increase your sales and profits!
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