Tag Archives: marketing

DON’T MAKE THIS MISTAKE ON A SALES CALL

Posted in marketing by

I almost always take cold sales calls. You never know when the person calling may have just what you are looking for but don’t know it yet.

I don’t mind taking five to ten minutes out of my day to learn about a new product. I’m always looking for something that will enhance the efficiency of my business.

On a recent sales call that I initiated, I hoped to learn more about the product I was interested in. Unfortunately the salesperson spent most of the time talking. He talked and talked and talked, telling me how wonderful the product was, how they were a leader in the industry, why they were better than the competitors, and why he understood my problems.

As a result I spent the entire hour long call somewhat bored and disinterested. By the end of the call I no longer had any interest in the product. It may very well have been a product that was useful to me. However, I was so put off by the sales call I didn’t even want to spend any more of my time on it.

What was the mistake the salesperson made?

He failed to ask me any questions. By the end of the call, he knew next to nothing about me, the company I worked for, what our problems were, or how his company was going to solve them.

As a fairly engaged and interested potential customer, the salesperson’s job should have been easy. If he had tried to find out more about me and my company, the sales cycle would have continued. Instead it was stopped short.

You are in the business of satisfying the wants and needs of your customers. You won’t know what they are unless you ask. The more information you have about your potential customer, the better you will be able to tailor your message to target their problems and show how your product or service will solve them and make their lives better.

The easiest way to keep that customer interested is to ask them questions, and really listen to the answers.  If you are doing all the talking on the sales call, it is preventing you from finding out what your customer needs.

Here are a few questions you should ask your potential customer:

  1. What initially made you interested in our product or service?
  2. What are your biggest problems that you think our product or service can solve?
  3. What would an ideal solution look like, in your opinion?

The sale may not happen on the first call. Engage the customer by asking questions. They will welcome additional contact and information. If your solution works for them, they will be happy, and likely refer you to others.  This enhances your network and reach, building a positive reputation within your target market.

THE BEST (AND EASIEST) WAY TO MARKET YOUR SERVICES

Posted in Accounting by

In a service business, no matter who you are dealing with, your first question should always be this:  “How can I make this person’s life easier?” This will go a long way in differentiating your service business from all the others.

How can you over-deliver?  Train yourself to provide so much value that your client can’t help but say “wow!”

For example, any accounting firm can prepare taxes. What makes yours special? Your clients need to know what makes you best suited to understand their pain points.

You never want to use your client’s goodwill with you for the sole purpose of increasing the fees of your business colleagues through referrals. This is particularly bad if they offer absolutely nothing of value to your client.  This attitude will eventually destroy your business.

Your client should always know that if they have a question or problem and they pick up the phone and call you, that you will have a solution. They know your network is extensive and filled with quality experts. Even if you don’t have the expertise to solve the problem, you can tap your network for the answer.

And your network is only happy to oblige, because you have surrounded yourself with people just like you, people that always over deliver, many times without expecting anything in return.

But I have to make money, you say? Yes that is true. Part of making money is establishing yourself as a trusted expert. This takes time and repeated exposure to your target market.  One of the easiest ways to do this is for others to market for you. Satisfied clients are only happy to talk about you and recommend you to others.

This is the value you receive when you do extra work for your client, not expecting payment for every phone call or meeting.

Remind yourself of all you have to offer when setting fees for your services. Quote your prices to reflect your value, and you will be more than happy to assist your clients with the extras.

Clients shouldn’t have to put up with bad service.  I don’t tolerate that in my life and I try to help people learn not to tolerate it in theirs. As a business person, your time is valuable. Don’t waste it on a poor service provider. If a service provider is doing something that bothers you, tell them. If they don’t fix it, ask yourself how much they really care about you, your business, and your success.