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Many times, when another person reminds us that there really are important steps we need to take toward achieving success, it gives us the motivation we need to step up and take care of business. It somehow gives us validation that taking action will effect much needed improvements in our lives.
Sales and marketing are two areas where many of us may need a little reminder of the essential actions it takes to be successful. There are many aspects to sales and marketing and many necessary key points we need to make sure are in place to keep all of the parts flowing in a positive way. Sometimes a few motivating words is all it takes to get the cycle started.
I will share with you some very valuable and perhaps even familiar techniques, and ideas for your sales and marketing plans.
Get Out of Your Comfort Zone
Don't settle for mediocrity. It won't always be easy, but sometimes, so as to not completely sabotage your success, you'll have to step out of your comfort zone. This means that if your current plan of action, no matter how comfortable it is, isn't producing increased success in your sales and/or marketing ... change it up!
You can't imprison yourself simply because a little change may seem uncomfortable at first. Change is often a little scary, but it's also a good and productive thing.Regardless of the outcome, change also provides us with more knowledge, which is definitely a good thing in all sales and marketing paths. The more knowledge you accumulate in reference to your sales techniques and marketing plans, the more power you hold. And, if you're having a hard time stepping out of your comfort zone and trying something new that could increase sales and productivity, just remember, sometimes being "comfortable" is only one step away from being stagnant.
In sales, getting out of your comfort zone may be as simple as pushing yourself to become more disciplined in making cold calls. We all can easily come up with reasons (actually excuses!) why we can't take time from our very busy days to make cold calls that we know will ultimately pay off. However, once you get yourself into a routine, which should only take about three weeks to do, it will be one of your most valuable success decisions.
There are two essentials in getting motivated to make cold calls: A good list, demographically selected and up to date; and getting your head completely in the game.You can't expect the results you want from your cold calling if you're not totally into it. You must be enthusiastic and have this resonate in every call you make. And you must believe that every time you pick up that phone, you are on your way to a fabulous outcome. Of course, we all know that every call won't turn into a sale. But because it is definitely a numbers game, every time you dial, you're laying the groundwork for success.
And remember, because it is all in the numbers ... keep dialing. Set a specific time every day that you will make your calls, and don't stop calling during this entire period. After you finish a call, start your next one.
When we put the phone down, it gives us time to get distracted with other things, like checking e-mail, doing paperwork, surfing the Web, etc.
If you stay dedicated to this routine, you are not only working toward setting appointments right now, you're also gathering information from potential clients for future appointments. Both of these bring you closer to your sales goals.
Speaking of Goals ...
Yes, it is true: goals are essential. You hear it everywhere. We make goals all the time, but do we really commit to keeping them? Not so often.
Sales goals that are kept in an easily-seen place, so you are able to view them every day, can be tremendously helpful. Marketing goals that you document and are planned out for the entire year (or at least quarterly), are essential. And following through with your marketing goals makes your sales goals a lot more attainable.
One of your big marketing goals should always be to stay consistent in your marketing efforts. Without consistency, your marketing ultimately will end up falling short and this will always have an adverse effect on your sales. Having a strong marketing plan that you actually stick to will be one of your greatest assets. It will keep you on track, and because you've taken the time to plan it out, you won't have to worry about it constantly.
Even if you think you don't have the funds available to market at certain times of the year, find a way. It is that important in keeping your sales coming in. You must keep a continuous flow of prospects in your hands at all times. Gaps in your prospecting can lead to gaps in your sales goals. Continuous, goal-driven marketing is what generates a steady flow of prospects.
So, make your sales and marketing goals, document them, look at them every day, and never take a break in reaching them.
Which Marketing Road Should I Take?
After you have some idea what you want to do in your marketing plan and you're in the routine of calling your prospect lists each day, your next step is to make sure that your marketing ideas are effective for your sales and marketing style.You have several options out there from which to choose, from hiring telemarketers to Internet leads. I am, for obvious reasons, partial to direct mail!
I know there are many new marketing/advertising ideas out there that seem really cool and innovative. And, after seeing all of these flashy new concepts, you may think to yourself, "Direct mail has been around forever, how can it still be effective?" The reason it's been around "forever" is because it works! It can be very effective, keeping a constant stream of leads in your pocket.
Even though the high response rates of 5% to 6% that we used to see regularly a few years ago are a thing of the past, the responses that you do receive, typically, are highly qualified in nature.
I'm not saying that you should place all of your eggs into one marketing basket. However, a good direct mail program worked in conjunction with the prospect lists you're calling can be very instrumental in helping you reach your sales goals.
Work Those Lead Muscles!
You've been working hard to get those appointments set. Now, how do you make the most of them every time you step out the door?
Here's a good idea: each time you set an appointment, look through the other leads you currently have and pick two or three other prospects who are nearest to your appointment destination.
When you've finished your appointment, made yet another great sale, and are filled with confidence and the glory of victory, make your way to the next closest prospect, knock on the door, and let that person know that you had an appointment with one of his or her neighbors and thought you'd stop by and introduce yourself.
Even if you don't get in the door every time, at least those nearby prospects are now familiar with who you are and you can certainly follow up with a phone call or a quick note to keep your name fresh.
The Importance of Keeping Your Name in Front of People
One of the most important things I've learned, from years in the direct marketing business, is how important it is to keep your name out there.
It has been proven to me through many of our direct mail programs that the more times a prospect sees something, the more apt he or she is to respond.
The same holds true with you personally. The more someone sees your name or information about your services, the more familiar they will be with you. They will see you as someone with credibility because they have seen your materials on a consistent basis.One good way to keep your name out in front of your prospects and boost your credibility is to have a newsletter that is either sent through the mail, e-mailed, or both.
In your newsletter, you can introduce new products, give some helpful tips that interest your target age group, provide beneficial information and resources, and tell a little bit about yourself. If you have a Web site, you can also make your newsletter accessible through it, so it can be easily printed out or read online.
A newsletter can be a valuable tool, and it shows that you are taking the time to put good information in front of all of your clients and prospects.
Submitting articles to publications that prospects read is also a good idea. You'll be able to use your articles in your newsletter, too, and make notations as to what publications they have recently appeared in. Articles give you a forum to showcase how knowledgeable you are in your field, and increase your visibility.
Never Underestimate the Power of a Referral and a Simple "Thank You"
When someone is kind enough to give you a referral, don't just sit on it! Contact that person right away. That way, if they call upon the person who referred you to them, you'll still be fresh in the referrer's mind.
Referrals are great assets to your prospecting, and over the years have produced many sales for our company.
And, please don't forget your manners! Always thank the person who referred you. This will, more often than not, produce more referrals for you.
I realize it probably will seem like you won't always have time to act on this next tip, but when you make sales, send thank-you notes to your new clients, too. And not computer-generated ones, either, but something you've written yourself. The personalized, handwritten thank-you note is a valuable customer service tool that has become a lost art in business today. It really shouldn't be, because it can make a tremendously positive impression on your clientele.
Short thank-you notes are also a good idea for prospects you've called upon, even if they haven't immediately turned into sales. It helps them remember you favorably, which can only increase your credibility when you call on them the next time.
I hope these tips and techniques, with a little motivation mixed in, will help keep you on the right marketing track and exceeding your sales goals every month, for years to come.
Kim Meli-Lovett is executive vice president of The Directory, Inc. She joined the company in 1996. She has more than 15 years experience in the marketing industry. Her expertise is in integrated database direct mail with a special focus on senior market products.
