Sales – Page 3 – Velocity Media

6 January 2015

Four unexpected places to strike marketing gold

When it comes to crafting winning marketing messages you can often find inspiration in the most unexpected places.

To help you strike marketing gold, here are four places to start looking to uncover marketing messages and product or service developments.

FAQs

Frequently asked questions give you an insight into what is important to your customers, the potential limitations of your products and services, the features or elements customers don’t understand and what may be missing from your marketing messages.

If you keep getting the same question numerous times and there is a positive answer, try to identify if there is a key selling point you can draw out of it. If not is there an innovation you could make that will fill the need and give you a competitive edge?

“No”

Nothing causes us to stand up and listen like a “no”. Though in order to learn from each “no” the important question to ask is “why?”

Was it because they couldn’t see the value? Was it the price? Did it lack a key benefit, feature or inclusion? Was it the sales message or process? Was it just this particular customer (one “no”) or are changes needed to suit the needs of your larger customer base (more than one “no”)?

Examine the scenario yourself and solicit feedback, it could be as simple as needing to change your message to demonstrate your value from a customer’s perspective.

Objections

Objections are often seen as the first step towards rejection but it’s not the case. A customer who is objecting is still engaged. They are still interacting, listening and evaluating. Objections aren’t a “no” they’re a “not yet” or “I need more information”.

Just like frequently asked questions, objections uncover the priorities of your target market and, when you listen closely, can give you the information you need to customise your sales pitch so they see the value for them personally.

They can also show you what case studies and testimonials you need and what information you should include in your marketing material and sales process to overcome objections before they’re even verbalised. By doing so you’ll show your customers you ‘get’ them.

Testimonials

While this is a more obvious place to find marketing gold, if you’re like most businesses it’s unlikely you are using them to your full advantage.

While they can help you ‘prove’ your value through your marketing material and overcome common objections of customers (provided you get the right testimonials), they can also tell you what to prioritise in your marketing message.

Your customers may love a particular product, service, feature or result more than those you are currently pushing and chances are what your future customers love about you, will be the same thing your future customers will want from you.

You can also uncover the true frustrations of your customers through your testimonials. Often you will solve a problem your customer didn’t know they had. Testimonials are a great way to capture the relief and give you the gift of hindsight for your next customers.

Have you found marketing gold in any unusual places?

Amanda

10 December 2014

Want to break up with social media? Don’t!

Dear Social Media,
I’ve been unliking you for a while. I can’t believe how low your reach has stooped and I’m tired of your gold digging ways. I’m afraid we just can’t selfie anymore.
#breakingup #itsnotmeitsyou

It’s the break up letter so many want to write. With so many changes, low reach and a push towards paid advertising, many people are fantasising about breaking up with their social media accounts.

But before you act on your desires, it might be worth making some changes first.

1. Switch platforms

Not all social media platforms work for all businesses and industries, if you are struggling with one, keep a presence there but put more effort into another. Look at the audience you are targeting and determine what social media platforms they are using most.

2. Set realistic expectations

The truth is social media won’t always result in instant sales. It should be just one channel you use to market your business, and it should have a distinct purpose – like building your list.

Keep in mind that to many of your followers, you are a faceless business, to build their trust in you, rapport needs to be established and value needs to be given and this can take time.

So instead of seeing it as a sales channel, think of it as another touch point with your customers and potential customers. Unlike a newsletter that may go out monthly, or a blog that may go out weekly, your social media followers have given you permission to be in touch with them daily – sometimes multiple times daily allowing you to build trust, credibility and rapport quicker.

3. Mix it up!

The same messaging and approach, won’t always work. Social media audiences change very quickly, so do their needs, wants and life stages. To stay relevant you need to be constantly changing and innovating too. Frequently test and measure to see what works best and don’t be afraid to mix up your content.

4. Plan ahead

Use the insights available to you. Work out who your audience is, what posts they interact on and what time they are online or respond best. Then write more of it – and write it ahead of time.

A lot of time can be wasted and a lot of stress felt, in the brainstorming and writing of status updates on a daily basis. By theming content and writing a month ahead, you can save yourself significant time and frustration.

5. Delegate or outsource it

If social media is really giving you grief, get someone else to do it before giving up entirely. Whether you delegate it in-house, or outsource it entirely, sometimes a fresh perspective and personality can be just what you need to engage your followers and bring back your social media joy.

Amanda

24 November 2014

Influencing the influencer

Could you be marketing to the wrong person or leaving off a key influencer and costing your business sales? While we spend most of our marketing budgets targeting the end user of our product or service, the truth is in many situations that one person rarely makes the purchase decision alone.

They consult with someone else, present their findings and in some cases even ask for approval or make a joint decision to proceed. In other cases someone else (think of the child in the supermarket) can have far greater influence over the buying decision, convincing your potential customer to buy your products or services in a more persuasive way than you doing it direct.

So how do you influence the influencer? Here are three tips to get you started.

1. Identify who your potential customers’ influencers are

There can be different influencers of a purchase decision depending on the product or service you provide. From business partners, colleagues, employers and different departments within their organisation, to husbands, wives, kids, mothers, fathers, extended family and friends.

Not too mention the trend setters, ‘in crowd’, celebrities and even the ‘enemies’ or competitors of your potential customer can influence the way they buy and determine if they’ll do business with you over someone else.

In order to influence the influencer you need to identify who else you are marketing to in addition to your potential customer. Ask yourself who will be in their ear? Who else will need to sign off on the purchase? Who else will have a vested interest in the purchase? Is my customer aware of this influencer and trying to convince them too?

2. Get in the mind of the influencer

Marketing to an influencer often requires completely different messaging than marketing to your potential customer. They have different needs, frustrations and motivations and tend to be less engaged with your product or service.

Normally only having the incomplete, second-hand information to go on, the influencer may even be wary and skeptical of how you can help, planting seeds of doubt in the mind of your potential customer. For this reason, you need to ensure you give them the information they need to get on board with the purchase.

To do this ask yourself, what will your target markets influencer be saying in their ear? What concerns and objections will they have? What benefits will they want to see? What information do you need to share (either directly or give to your potential customer) to help the influencer to fall in love with your product too?

3. Target the influencer in your marketing

Once you know the influencers you are targeting and what concerns and motivations they have, address them in your marketing messages.

It could be as subtle as working in benefits and features that will appeal to them and address key objections, or it could be as obvious as a ‘how to convince your husband/wife/business partner’ guide.

How can you influence the influencer in your own business?

Amanda

20 November 2014

How to find your point of difference

In business it pays to be different, but when you’re selling the same products or services as everyone else in your industry, it can be hard to find a way to differentiate yourself that doesn’t include competing on price.

While it can seem like a good idea to begin with, focusing on price alone means you have to work harder to make a profit, it leaves you vulnerable to competitors who undercut and you tend to attract a certain kind of customer – those difficult, fickle, price-driven customers who will up and leave you the moment they find a cheaper price.

So how do you find your point of difference when you have the same offering as others? Here are six ideas to get you thinking about how you can differentiate your business without competing on price.

1. Experience or expertise

Take a closer look at what you personally bring to your business and clients that your competitors don’t.

Have you been in business longer?
Have you had more industry experience?
Have you built your business out of your own need so have first-hand experience with the issue your clients are facing?
Do you specialise in an area most don’t?
Do you have any specific qualifications that are hard to attain or very exclusive?
Have you dealt with difficult or uncommon situations that have given you more specialised knowledge
Are you or your business more well-known and trusted?
Have you worked for any major companies?
Have you written a book?
Are you a member of any exclusive groups or associations?
Have you won an award?

2. Better processes

Are there any key differences in the way you develop, produce (or source) and deliver your products or services compared to the way others do?

Is your project briefing more comprehensive to ensure more tailored products or services?
Do you take extra steps to ensure higher quality products or services?
Do you follow a specific process or formula that gets more consistent results?
Do you have better client follow up to ensure they received what they needed/wanted?
Do you offer a guarantee that is more inclusive or longer than your competitors?

3. Exceptional quality and/or consistent results

Do you produce higher quality products or services or do you get greater or more consistent results? If you can prove you products or services are of a higher standard, have more value or achieve better results than your competitors, a potential client will quickly select your business even if you are more expensive.

Have you helped a large percentage of clients achieve something? (70% of clients achieve their goal weight within six months of training with you)
Do you have quantifiable results that are proven through testimonials or case studies? (Doubling profit, halving expenses)
Do your products last longer or work faster?
Are they more environmentally friendly or energy efficient?
Do you use more stronger, durable and/or safer materials?
Do you as a business have a better safety record?
Do you have the exclusive rights to sell a particular brand or product?

4. A wider range of products or services

Do you or could you offer a wider range of products or services than your competitors?

Do you have a wider range of colours, shapes or styles?
Do you have it available in different material?
Do you have better or more add-ons?
Do you offer (or have you aligned with other businesses to offer) a one stop shop of services?
Do you include “how to” guides, workshops, or webinars on how to get the most from your products or as a value add for your services?

5. More personalised and/or quicker service

Do you provide a really quick turnaround on products or services compared to others in your industry? Or a more personalised service where your competitors are faceless? Many people will choose a business and pay more if products and services are recieved quicker and/or they have the convenience of being able to contact someone easily.

Will customers always talk to a human being or only be on hold for a certain period of time? (particularly important in industries where you are normally left on hold or have to do everything through a website and not talk to someone)
Are you easier to get hold of?
Are you available for longer hours or have an emergency after hours call service (if applicable to your industry)?
Do you have a set time you answer enquiries by?
Do you ship products or deliver services quicker?
Do you have a guaranteed delivery time?
Do you give your clients more one-on-one time?
Do you spend more quality time getting to know clients in order to help them better?

6. Well-known clients

Do any well-known individuals or brands use your products or services? Being able to differentiate yourself by the quality of your clients can be a great way to establish credibility and generate publicity for your business. Not only do you appeal to their fans and clients, people will naturally assume you are good if high-profile people or businesses use and endorse your products or services.

Ask your well-known clients if they would mind giving you a testimonial (video is ideal) about how they have enjoyed your products and services. Also ask if you can use their name and logo on your website and in other promotional material, as this will help build credibility and rapport with potential customers.

There are literally hundreds of ways to differentiate your business and establish your value. The key is to get a little creative. Look closely at the needs and frustrations of your potential clients and what your competitors are doing and more importantly not doing, very soon you will start to identify your existing points of difference and additional opportunities for you to differentiate.

Amanda

17 November 2014

Five ways collaborations can build your business

When it comes to building your business and your profile no strategy is as powerful or as leveraged as collaborations.

Partnering, aligning or joint venturing with another company or person for their skills, experience or influence can be one of the smartest moves you can make in business.

Don’t believe me? Check out how collaborations could be boosting your bottom line – and not just with referrals.

1. Increase your knowledge

Being able to brainstorm, discuss business challenges, draw on experience and ask questions of someone who has gone before you or is going along with you can be incredibly valuable.

We all need a sounding board but we don’t always have the ability or resources to do this within our own businesses. Not to mention an independent, outside-looking-in viewpoint can give you the clarity you need to plan and prioritise appropriately.

2. Win bigger deals

While you may be an expert in your field or offer a superior product, chances are your product or service is not the only one your customers and potential customers will need.

Combining with other complimentary businesses and specialists can give you the ability to offer a full range of products and services with more specialised skills and benefits giving you a competitive edge when pitching for new business in an increasingly competitive market.

3. Further your reach

One of the biggest benefits of collaborating is the promotional opportunities that come out of it. From strong referral channels as your product or service becomes part of another business’ offering, to joint advertising and public relations opportunities across each other’s databases and beyond, it can give you the leverage you need to further your reach and generate some serious exposure for your business and personal profile.

4. Create an additional source of income

Being able to on sell or package up other peoples products and services – without doing extra work can also give you an additional source of income and a wider scope of results. Customers are also more likely to come back or stay with you if you are offering multiple services that they don’t have to look elsewhere for.

5. Save more money

Not only can collaborations bring money in, they can also save you money. It could be that you can share the same tools, promotional costs for campaigns, even offices and staff depending on your collaboration.

The opportunities really are endless with the right collaboration partners.

Do you actively collaborate with other businesses? What are some ways you can give and get even more value from the relationship?

Amanda

3 November 2014

How to make more impact in less words and time

With limited time and shortened attention spans, it is becoming increasingly important to get to your point across quickly and concisely to make an impact with your audience.

From the home page on your website and the first email you send to a lead, to the tweet you post, the infomercial you recite or the quote you give a journalist, you need to be able to get your message across quickly, powerfully and succinctly.

So to help you make more impact in less words and time, here are three steps to follow when creating your message.

Step 1 – Think it through

Whether you are preparing for a media interview, planning your website copy or writing a social media post, think about the most impactful message you have to share.

Do you have compelling statistics, interesting information, key industry insight, knowledge of upcoming trends, impressive results, powerful testimonials, or a great emotional pull?

When you have identified your message, write it down without worrying about how long it is or how many characters you are using. It is more important to get the message right before making it concise.

Step 2 – Revise and Refine

Once you have brainstormed your message, take a break. Come back with a fresh perspective and evaluate as objectively as possible.

Is this really the best message to us? Does it address a problem or frustration? Does it give value? Does it solve or start to solve a problem? Does it make your audience smile, laugh or become engaged? Does it appeal to emotions making your audience scared, uncomfortable or motivated? Does it intrigue your audience? Does it leave them wanting more?

While your message objectives will depend on the channel you are using, it should have some purpose and lead towards the goal you want to achieve by undertaking this specific marketing activity.

Step 3 – Sharpen and shorten

Only once you have refined your message should you be concerned with sharpening and shortening it. This time when you read over your message look to eliminate words that over emphasise your point or don’t need to be there like ‘very’ or ‘actually’. Even words like ‘that’ can be used when not needed.

Also look for different words that can simplify or shorten your message. Let’s use “it is becoming increasingly important”, part of my opening statement as an example. Before I chose the word ‘increasingly’ I had the words ‘even more’, while it says the same thing increasingly was more concise and one less word.

If my focus was on the amount of characters though, and I had the choice of these words I would use ‘even more’, which has one less character despite being two words.

However, if I was really concerned with word count, amount of characters or time I could shorten it further to “it’s crucial” turning five words into two.

Give it a go next time you need to create an infomercial, post or marketing message. You will find by following these three steps you will cut the waffle and create more strategic, sharper and shorter messages that will carry more impact with your audience.

Amanda

29 September 2014

It’s all in the name: Five considerations when naming your business, product or service

Creating a name for a new business, product or service can be an overwhelming task, particularly when it can determine the identity, personality and the perception of your brand.

With this in mind you need more than a trusty thesaurus and clever word play, you need to think about the end result, the ultimate brand you want to create and then work backwards.

So here a five considerations to take into account when naming your new business, product or service.

1. Know your target markets and what they want

The first step in creating a great name is to know who you are targeting. While it won’t impact the name in every case, it can be a way of appealing and positioning your business, product or service in a way that easily identifies through name or slogan who it will benefit.

2. Research keywords

Research what words and terms your target market is searching for when trying to find your industry, products or services, and see if there is way you can use these keywords into your name.

By incorporating keywords into your business, product or service name, slogan and domain names you have a slight edge when it comes to Search Engine Optimisation (SEO) as it is an easy and natural way to incorporate them into your copy.

3. Be mindful of spelling and phrasing

While it can be fun, and advantageous for trademarking to invent new words and phrases, or change the spelling of existing words, be mindful of how your potential customers may spell it or search for it if they were to only hear your name.

Potential customers won’t always see your logo or the spelling of your name the first time they are introduced to you. They may hear it mentioned in an infomercial, be referred to you while talking to a friend or colleague, or perhaps even hear it on the radio or a podcast interview.

With this in mind, it is wise to make the spelling clear while it becomes established and also take precautionary methods (if possible) with domain names for instance in order to pick up potential searches and enquiries that may spell it incorrectly.

Also think about your name in terms of a hashtag. If you have multiple words in your name could they be interpreted as something else if you were to run them all together as a #hashtag on social media?

4. Use or create a verb

Using a verb or creating a word that could be used as a verb can be a great way to make your business, product or service stick in the mind of your customer and make it appear to be the best or ‘in’ thing to do. For example how many times have you said or heard someone say “Google it”.

5. Incorporate the problem you solve or benefit you provide

This can be a powerful positioning strategy that can set you apart from the very beginning.

Be mindful though that when you incorporate the problem you solve or benefit you provide in your business, product or service name you are making a promise to your customers. So whatever you say, you need to make sure that you can (while thinking of all ‘what if’ scenarios) live up to it and maintain it over the course of your business.

Do you have a process behind choosing names for your businesses, products or services?

Amanda

22 September 2014

Three sales writing mistakes that will lose you business

Sales letters can be an extremely effective way to generate new business. Whether it is sent via email, social media or good old-fashioned snail mail, when you get the right message, to the right people with the right call to action you can generate a great marketing response. When it’s wrong however, it can be uncomfortably quiet.

The good news is that the common mistakes people when writing sales letters are easily avoided – when you know what they are. So here are the three most common sales writing mistakes to avoid so you stop losing business and start winning sales.

Mistake #1 – Appealing to the wrong ego

Ego is an important part of sales writing, but not your ego. Too many people make the mistake of thinking sales writing is all about them, they build their ego through the text, when really they should be appealing to their reader’s ego.

How you appeal will obviously depend on who you are targeting and what you are selling, but comments like “as you would know” or “from your experience” can be a great start. You don’t want to be blatant with your ego stroking as people will become highly suspicious of what you’re doing or selling, being subtle is crucial.

Mistake #2 – Selling first instead of relating

The fastest way to turn people off is to go straight into a sales pitch. Think about it in terms of a networking event, you’ve just walked in the door and someone comes straight up to you, shoves a business card in your face and starts selling to you. What are you thinking? Chances are you want to get away from them as quickly as possible. It’s no different in writing.

You still need to build rapport and find common ground as you are writing. Get people nodding in agreement. Be relatable and friendly. Then once you have done that while telling the story, go in with the pitch in a way that adds value.

Mistake #3 – Calling your reader to act without incentive

While you need to call your reader to act, there is a difference between a passive “call us today on [number]” and a more active incentive like “call us today on [number] and receive/save [x]”.

An incentive doesn’t always need to be a discount, special offer or free checklist, e-book or report. It could be an emotional pull, creating urgency through a time sensitive promotion or appealing to our sense of competition by “not missing out”.

Just keep in mind that the less you know the person you are targeting, the stronger your incentive needs to be.

Do you use sales letters as part of your marketing strategy? What has or hasn’t worked for you?

Amanda

17 September 2014

The collaboration checklist

When it comes to leveraging your time, money, contacts and resources you can’t beat the power of collaboration. Not only do strategic partnerships or alliances open you up to new contacts and opportunities, they can also help you value-add to customers and land larger accounts.

But how do you find the right collaboration partners? This five-question collaboration checklist will help you find and evaluate strategic alliances so you can appeal to a wider target audience, attract larger clients and grow your business faster through collaboration.

1. Are you well aligned?

When it comes to building a close business relationship you need to be well aligned, not only in your level of skill and experience, but also in your personality, ethics and business vision. You need to be comfortable with referring your customers to them. If there is even the slightest doubt, address it early.

2. Do you share the same client base?

You want to collaborate with businesses your ideal customer will go to either before or after you. This way you not only supply each other with leads, but also value-add to each other’s customers and projects, share promotional costs, open up profitable promotional opportunities and can joint pitch for bigger accounts.

3. Have you done your due diligence?

When you are considering working with someone closely you need to do your research. What is their reputation like? Do they have the right credentials and licenses? Have you spoken to some of their customers? Do you know their strengths and weaknesses? Have you asked about their capacity?

Remember you will be associating your brand with their brand and referring them customers. Their decision and actions (or lack their of) could impact on your customers and business. Make sure you’ve asked the right questions and have a strong level of trust in them.

4. Do you have a value-add Plan B?

Business relationships, like any relationship aren’t fully equal 100% of the time. Know from the very beginning that sometimes one person will be referring more than the other.

By openly accepting this fact you can build in a Plan B, like a commission on referrals, contra products or services or additional promotion throughout each other’s network at these times so you both feel that you are still receiving value from the collaboration.

5. Are you both equally committed?

Successful business arrangements happen when each party is equally committed and invested in the project. You both need to want the collaboration and see the value in it as much as the other, otherwise it will end up a win/lose arrangement or it will fizzle quickly into nothing.

Like any relationship you both need to be persistent, committed, invested and take the time to nurture your collaboration through communication – a quick weekly/fortnightly call to say “hey, how is everything in your world? Anything I can do to help?” doesn’t take a lot of effort; it can however generate you a strong collaboration and lot of business.

Do you collaborate in your business? How do you find the right partners?

Amanda

2 September 2014

The biggest point of difference you are underselling

If you are like most business owners your biggest point of difference comes not from what you do or even how you do it, it comes from what you know.

The knowledge you have around your industry, products and services, your customers needs, problems and challenges, the lessons you’ve learnt and the formulas, templates, processes and systems you’ve created based on your knowledge and experience is all extremely valuable.

What’s more it could be what influences a potential customer in doing business with you over your competitors. Yet most of us undersell it.

So if by chance you are underselling your knowledge, here are four reasons why you should stop doubting and start sharing.

1. Your industry knowledge isn’t “common sense”

When something comes easy to you, it can be easy to think that it comes easy to everyone else too – but it doesn’t. The truth is you have distinct skills and knowledge that most people will never have. Even the most researched customers won’t come close to what you know.

2. You may share the same expertise, but not the same experience

While you may feel that the industry knowledge you have isn’t unique, that it is shared by anyone working in your industry, your experience is. The experience you have gained from working in your industry day in and day out can’t be replicated.

No one has been exactly where you are today. They haven’t had the same life experiences, the same customers, learned the same business lessons, or had the same setbacks and wins. You are far more knowledgeable than you realise.

3. Your explanation and application could be just what someone needs

Each of us respond better to particular communication and learning styles and build rapport quicker with specific personalities.

While you may not be the most knowledgeable person in your industry – or even close at this stage, how you explain, implement or package your knowledge could be what spurs a customer or potential customer to finally take action on something they have “heard a hundred times” before.

4. Every great expert started as an amateur

Remember that every great expert and every successful entrepreneur and business leader started out as an amateur. The only difference is they kept learning, growing and sharing what they knew with their staff, customers and the world.

Are you underselling yourself?

Amanda

1 234 5