Multiply on Your Maximizing Resources – Part 2
Last time we talked about how to start multiplying on the resources you worked on maximizing. We covered the following areas:
- Call in the Troops
- Bring ‘Em Out of the Woodwork
- Lost Sheep Clients
Today we’ll talk about the next three:
- Olympic-Size Sales Staff
- Open Water Fishing
- Call for Back-Up
Olympic-Size Sales Staff
Now we all know you can’t have a sales staff of 10,000 who work around the clock for free, but there is a tool that will do exactly that – direct mail marketing.
Direct mail is a written piece of sales and informative copy that offers information about your company and your products/services to potential customers/clients. You have sales letters, brochures or proposals that can be mailed out to a list of leads.
This approach can not only open your door to thousands of new customers/clients, it can save you thousands of dollars in advertising.
Open Water Fishing
You have to be careful not to waste your time on clients who are simply not interested. You must focus on bigger fish. Remember, the previous lessons talked about how you should always be targeting higher-quality prospects.
To do this you have to take the time to research and learn about your potential clients to make sure you are targeting the right companies to work with. Make sure they are organizations that will benefit from your products/services over a long period of time.
If you’re not sure where to start in finding “big fish clients,” go back over our previous lessons or look into purchasing a direct mail list that specifically targets the clients you need. You can purchase or rent lists with name, title, job specs and contact information. This gives you a jumping off point in finding high-quality clients.
Call for Back-Up
Don’t be afraid of cold calling. It’s a powerful tool than can be done tastefully and can be highly effective. However, keep in mind, when not handled correctly can bring about negative reactions. To be successful with cold calling you need to use these tips:
- Your first approach should be direct-mail marketing.
- Test before you start a cold calling campaign.
- Set the price for your offer.
- Use a progressive approach with your campaign.
Progressive contact helps build trust and allow the potential customer/client to establish a positive relationship with you. These are the progressive steps you should take:
- Put your prospect at ease.
- Present your offer in a natural, conversational way.
- Avoid being argumentative or pushy.
- Always be honest.
- Perfect your 30-second elevator speech.
- Clearly state your name, business name, reason you’re calling and where you got their information.
- Offer the benefits of your products and services.
- Mention one of the features that back up the benefits.
- Ask preliminary questions that gives you information about the prospect.
These step-by-step methods can help you be successful with a cold calling campaign and avoid a negative response which could stigmatize your business forever.
This wraps up these three areas of multiplying your resources. We’ll continue with this series for the next two posts to give you all the resources you need to get the most out of your current resources.
If you need help working through any of these processes or areas, try our FREE test drive to get access to our wealth of resources and tools.
Who’s Your MVP?
In the last post we talked about making first contact with your prospective big fish and how to make a positive first impression. Today we’re going to talk about feeling out the personality of your prospective big fish to match your best sales representative to the fish.
You need to do this in two steps:
- Profile the personalities of those who sell for you.
- Match the right person to your target fish.
There are essentially three different selling personalities:
- Pit Bull
This salesperson offers knowledge, experience, comfort and trust. They can make a concerned customer feel at ease. In order to be successful, they need plenty of information, a demo of the product/service, references and case studies – if possible.
Much like it sounds this is a salesperson that shines at building relationships. They can instantly relate to the prospective client and make them seem like old friends in no time. They work best with clients who are looking for friendship, information and in a similar peer group as the salesperson. This can include anything from age and culture to hobbies and nightlife. While sharing experiences can be beneficial to creating a new relationship, your salesperson must always keep it professional and dignified. The support and resources this personality type needs are help pairing with the right client, entertainment (lunches, etc.) budget, and the right information to meet the client’s needs.
The Pit Bull
Obviously, this personality type is a little more aggressive than the others. They are all about business and the bottom line. While this may seem harsh to a lot of people, there definitely are business people out there who want the same thing and respect someone who can get down to business and the benefits of a partnership. This salesperson will need to be trusted with a little authority as they will likely be closing deals on the spot. They’ll need plenty of resources and access to products and services. They are best placed in environments where they can work independently, exercise their authoritative discretion, and seal deals quickly.
Each of these sales personalities can all be successful when each is used in the right selling environment. You can easily see how matching the right salesperson for the client can secure more big fish and for a longer period of time.
If you need help figuring out which of your salespeople fit into these three areas, try our FREE test drive and work with one of our amazing coaches to get your big fish plan in action.
Shhh… I Have a Secret
Customer service is a hot topic and can make or break your business. Consumers have little patience for lousy customer service and easily get tired of waiting in long lines, trying to get a live person on the line, going through an interrogation to return something, or trying to communicate through a language barrier.
If you provide them with a simple, efficient, pleasant experience they will revisit your business over and over. More importantly, they will tell everyone they know!
There are three secrets to good customer service; the first one we’re going to conquer is knowing exactly what YOU want.
You are the captain of the ship and the visionary for the future of your business, so you need to have a clearly defined plan for your business and that includes customer service. There are three main goals you need to consider:
- It needs to be easy for your customers to do business with you. You can do this with advertised discounts, kiosks, your website, and other technology-based programs to help them shop.
- Doing business with you needs to be a warm and pleasant experience. Your staff has to be knowledgeable, approachable, warm and patient. Your customers need to feel like they are getting a good value for their time and money. Perceived value goes beyond the price of the products and extends to their shopping experience.
- Change your mind set and ask yourself “How can I NOT afford to do these things?” This shouldn’t be a question of expenses but making and keeping happy customers.
With these thoughts in mind, you also need to take a few things into consideration when deciding on the actual programs and standards you’ll put into place:
- Share your customer service vision with the rest of your staff.
- Connect your incentive programs and bonuses directly to customer service.
- Monitor the level of customer service your staff is providing.
- Know when you can ignore what your customers want.
- Continuously focus on your goals.
You now know what you can start thinking about to meet those wants and create a positive customer service experience.
If you’re having a hard time deciding on what you want, the tools, resources and coaches in our FREE test drive can help you define the wants and needs of your company in relation to customer service.
Mortar Makes it Happen
Today I’d like to talk about the three keys to business development and how you can put the right bricks in place to build a solid foundation.
There are three main areas of business development:
If done well these three areas will help you build a solid foundation for your business. Let’s talk about each one of these for just a minute.
Innovation should not be confused with creativity, which is the expression of ideas. Innovation is taking these ideas and putting them into action. This is where a large amount of your focus should be in the beginning and even throughout your business’ entire lifespan.
This, of course, refers to the numbers. We are talking about the value of your innovation. The best way to gauge this is by your customer response. Look to positive responses for what you are doing right-and keep doing it. Look to your negative responses to find out what you’re doing wrong-and fix it. This will enable you to keep growing and progressing with the needs of your customers and business climate.
Once you’ve had a chance to find what areas are working, you can narrow down those areas and concentrate on making them the stand out ideas. You shift your focus here to get the most out of your business and to meet the needs of your customers.
We can help you work through these three areas to put together your franchise prototype during your GUIDED TOUR.
In the next few lessons we are going to transition to the 7 specific areas you need to consider in your franchise prototype process:
- Primary Aim
- Strategic Objectives
- Organizational Strategy
- Management Strategy
- People Strategy
- Marketing Strategy
- Systems Strategy
These 7 areas will fine turn your plan for the ultimate level of success.
Build Your Team
Today I’d like to chat about the different types of support staff you need and what makes them so important.
There are essentially three key roles that need to be filled to set your business up for success:
- The Technician
- The Manager
- The Entrepreneur
All of these roles need to be played simultaneously by different people with the right talents. It’s all about balance.
This person represents the present and all that needs to be done for the physical aspects of the business building process. They are the “doer”. This is usually the most visible person of the entire operation.
This person represents the past and works to fix problems through learning from past mistakes. They are the practical side of the business and is in charge of putting together the business and overseeing the planning.
This person represents the future and the vision for the business. They are responsible for the creative side of the business and are always considering ways to enhance products/service, business image, branding and more.
All three of these characters are essential in the success of any business and to build a solid foundation from the start, you need to work harder to find the right people to put in these roles. Obviously, you need to be one of these key people, but ensure you find the role that fits your skills and talents, not necessarily what you THINK you should be doing.
This may be a hard process for you as you will need to relinquish some control over the business and instill trust in people to allow them to do their jobs.
Remember, our business coaches can help you through this entire process and teach you how to avoid falling victim to e-myths when you try our GUIDED TOUR.