Multiply on Your Maximizing Resources – Part 2

Posted by chucktrautman on September 12, 2019

Last time we talked about how to start multiplying on the resources you worked on maximizing. We covered the following areas:

  1. Call in the Troops
  2. Bring ‘Em Out of the Woodwork
  3. Black Sheep Clients

Today we’ll talk about the next three:

  1. Olympic-Size Sales Staff
  2. Open Water Fishing
  3. 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 can 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 have to focus on bigger fish. Remember, the lessons we talked previously 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 companies who 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 mailing 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 telemarketing. It’s a powerful tool than can be done tastefully and be highly effective. However, keep in mind, when not handled correctly can bring about negative reactions. To be successful with telemarketing you need to use these tips:

  1. Your first line of defense should be mail marketing.
  2. Test before you start a telemarketing campaign.
  3. Set the price for your offer.
  4. 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:

  1. Put your prospect at ease.
  2. Present your offer in a natural, conversational way.
  3. Avoid being argumentative or pushy.
  4. Always be honest.
  5. Perfect your 30-second elevator speech.
  6. Clearly state your name, business name, reason you’re calling and where you got their information.
  7. Offer the benefits of your products and services.
  8. Mention one of the features that back up the benefits.
  9. Ask preliminary questions that gives you information about the prospect.

These step-by-step methods can help you be successful with a telemarketing 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.

Multiply on Your Maximizing Resources – Part 1

Posted by chucktrautman on August 29, 2019

The next series of posts will cover how to take maximizing resources and multiply them for even bigger results.

In this first of the four part series we’ll cover:

  1. Call in the Troops
  2. Bring ‘Em Out of the Woodwork
  3. Black Sheep Clients

Call in the Troops

Finding and securing new clients can be exhausting and expensive. Instead work with other companies to help you find new clients. Find solid companies with secure, positive relationships with their customers/clients. Also, ensure that their products/services are not directly competitive with yours.

Contact prospective partner companies and talk with them about helping promote your products/services to their clients. Always offer them a commission on the sales that come from their client lists.

Make sure to include these key points in your proposal:

  • Ensure that your products/services don’t compete with theirs.
  • The partnership will not take away from their current or future sales.
  • The partnership will increase their profits.
  • They won’t have to do nor spend anything on the partnership.
  • You will produce all needed marketing materials.
  • You will offer an unconditional guarantee on all products/services.

Bring ‘Em Out of the Woodwork

If you take the time to put together a solid referral system you’ll draw new customers/clients out of the woodwork through everyone you already know. You can start doing this through first showing all your current clients how much you care about them.

Then show them how your products/services can significantly improve their lives or businesses. If you can do this consistently, they will naturally and comfortably bring new clients right to you.

Black Sheep Clients

One of the best ways to rejuvenate business is to find your stray clients and offer them something amazing. First you need to understand why they strayed and are no longer purchasing from you. There are generally three reasons why customers/clients leave. They are:

  1. Unrelated causes that have nothing to do with you
  2. A problem with their last purchase
  3. No longer benefit from your products/services

The best way to bring these clients back is to simply contact them. If you don’t make the first move, they’ll never come back. You make an appointment to visit them or call them if it’s not possible to meet in person.

Talk openly with your stray clients. Let them know you noticed they were no longer working with you and that you’d like to talk with them about their experiences with you and how you can improve things to work together again. Take the time to make them feel special and work hard to make sure their experiences with you going forward are the best ever.

This wraps up the first three areas on how to multiply your maximized resources. If you need help working on any of these ideas or processes, try our FREE test drive to work with an experienced business coach.

Next time we’ll talk about the next three areas of multiplying your resources. They include: Olympic-Size Sales Staff, Open Sea Fishing and Call for Back-Up.

Word of Mouth Tactics – Part 3

Posted by chucktrautman on August 15, 2019

Last time we talked about the second part of word of mouth tactics which help you put together a system to help shorten the purchasing decision time of your customers which can increase your profits immensely.

Today we’re going to talk about the nine levels of word of mouth which gives you a tool to measure the word of mouth circulating around your company, products and services. You can then see where you are getting negative or weak word of mouth and find ways to correct it.

So, launching into the nine levels of word of mouth-it should seem relatively obvious that the negative levels are, well, negative and the positive levels are positive.

Minus 4

This is the worst of the worst and means your product is creating a scandal. Remember, when the popular over-the-counter pain relievers, like Tylenol, were deemed unsafe? Yea, you won’t want that kind of word of mouth.

Minus 3

Disgruntled customers are going out of their way to convince other consumers from purchasing your products and services. They are boycotting you.

Minus 2

While, not outwardly boycotting, when customers are asked about you they will give a negative response.

Minus 1

At this level, people are mildly dissatisfied and while not outwardly talking about it, they will have an opinion if asked. Now they may purchase from you despite their negative feelings, this can be a little confusing.

Level 0

This is sort of a neutral place to be. Customers are using your products, but don’t really talk about it. People rarely ask them about it, so they aren’t sharing their opinion with others. This can be a bit of a slippery slope, because you don’t want to turn that neutral experience into a negative one. In fact, you should work to make it a positive one.

Plus 1

At this level we are finally starting to work our way into the positive word of mouth about you company, products and services. Plus 1 signifies that people are generally pleased with your products, but unless asked, don’t really say anything about them.

Plus 2

When asked, your customers will talk about how much they love your products.

Plus 3

Customers will go out of their way to talk about your products, services, company and their shopping experience with you. This is most evident when you see how people recommend movies to their friends and family.

Plus 4

Your product is the toast of the town. There is an obvious buzz going around and your business is the place to be. People are not only talking about your great products and services, but they are talking about their shopping experience, your customer service and how they perceive the company to help them in the future.

Some great examples of Plus 4 companies are:

  • Lexus
  • Harley Davidson
  • Saturn Cars
  • Netscape
  • Apple Computers
  • Celestial Teas

We’re going to leave this lesson for you to mull over and take a look at what kind of word of mouth you are generating. If you need help with this process, try our FREE test drive to get help from our experienced business coaches.

Next time we’re going to talk about the 30 ways to harness the power of word of mouth.

Word of Mouth Tactics – Part 2

Posted by chucktrautman on August 8, 2019

In the last post we started our series on word of mouth and talked about how to make your customers purchasing experience a short, easy one. We are going to continue with that theme a bit today. We’re going to talk about the power of word of mouth and how to mold it to your advantage.

The reality is everyone needs an advisor to guide them to make a decision. We rely on the expertise of others to make the right decisions as they are explained to us. When you take the time to understand exactly what and how word of mouth works, you’ll see all the great advantages it has to offer you. Remember this path when working to understand word of mouth:

  • Accelerate the decision making process for increased profits.
  • You can accelerate product making decisions by making the process easier.
  • Instead of low-ball advertising and the used car salesman approach, try delivering on your word of mouth promises.

Traditional advertising draws about one response for every thousand ads and most of those are to ask for more information before the customer even considers purchasing. When you get information from a friend, you are more likely to take their word for it and act. On average customers purchase two out of every five recommendations their friends make. That’s a HUGE difference.

So, what exactly is word of mouth? Well, we know how powerful it can be, but to define it: Word of mouth is a communication that happens between a customer and a potential customer. There is usually a relationship of some kind between these two people with an established level of trust.

Now, compare this to advertising where you are providing a message to a potential customer where they have not established relationship with you or level of trust. Who are they more likely to take advice from? The answer is clear!
We talked above about the benefits of word of mouth now let’s take a look at some reasons why it works. Some of these are:

  • The information is custom tailored to the potential customer because of the friendly relationship of the referrer.
  • It’s more personal, relevant and believable.
  • It’s customer driven.
  • It’s self generating and can take on a life of its own, especially with the information age of the Internet.
  • It becomes part of the product’s description.
  • The source of word of mouth can be important and more effective when coming from an expert.
  • Word of mouth saves you time and money.

To fully utilize word of mouth you need to understand:

  1. Where is your word of mouth coming from?
  2. What products are being affected by word of mouth?
  3. How is your word of mouth traveling?

Once you know these things you can work out a plan on how to trigger more word of mouth. This wraps up this lesson on word of mouth. If you need help understanding word of mouth and how it can impact your business, try our FREE test drive to access our wealth of resources and tools.

Next time we’re going to dive into the nine levels of word of mouth. These levels help you understand which word of mouth is positive and which is not.

Word of Mouth Tactics – Part 1

Posted by chucktrautman on July 11, 2019

Today we’ll start a new series talking all about Word of Mouth and how it can make or break your business in an extremely short amount of time. In this first lesson we’ll get a feel for what exactly word of mouth is.

Word of Mouth is easily the most powerful form of marketing and is absolutely free. People talk about ads they see, experiences they have and the products they purchase. If you treat people right and spread the word about your new products/services in a positive way, you’ll attract the right customers and client who will sustain your business for a long time.

Now, as positive as word of mouth can be for your business, the other side of the coin is how negative it can be as well. Bad news seems invariably to travel faster than good news and if you have a less than high-quality product or weak customer service system, then your customers will tell everyone they know to not buy your products and services.

The age of technology has proved to be an amazing benefit in the world of word on mouth. With blogs, podcasts, online marketing, forums, social networking and all the other online mediums available and making it easier and easier for consumers to share their experiences. And, remember this is all free advertising for you.

Let’s take a minute to talk about the importance of shortening the customer decision cycle to help customers/client choose more quickly and easily. There are three great ways to increase sales by shortening the decision cycle. They are:

  • Increase the overall dollar amount customers spend on each purchase
  • Increase your number of customers
  • Increase frequency of purchases

Let’s take a deeper look at decision speed. Offer simplicity, ease and a fun purchasing atmosphere and you’ll help your customers make their decisions quicker and more confidently. When this happens your customers will buy more frequently, spend more money than usual, refer friends and make the decision to purchase more quickly. This can raise your market share by over 100 times.

The time it takes your customer to decide and purchase far outweighs any other component of marketing. When you focus on customer decision speed it forces you to take a hard look at your company and brand image, positioning, value, customer service, guarantees and product quality.

The next area I want to talk about quickly is how to minimize the friction, or stress, involved with decision making. No matter how easily people find decision making there is a certain amount of anxiety we all experience when making a purchase, especially from a new source or for a large amount of money. When you help to minimize this emotional response, you will soothe your customers’ anxiety and they will make their decision quicker and more confidently.

There are a few secrets to accelerate the customers decision making progress:

  • Your benefits, features, claims and promises must be obvious, clear and concise.
  • The information you offer must be complete, easy to understand, credible and balanced.
  • Use comparisons that show a marked difference.
  • Your guarantees must be rock solid and more than the customer expects.
  • Make trial periods easy.
  • You must have simple evaluations of your products or services.
  • Testimonials need to be relevant and positive.
  • Your support, delivery and other operational systems must be perfect.

Your website can be as good as you make it. You can offer more than information, you can offer an experience that guides your customers gently through the decision making process to make it easy for them to buy. Take it a step beyond by offering toll-free support numbers, software downloads to help with the process or other classy and informative ways to reassure your customers that you are there with them every step of the way and have nothing to hide.

This wraps up the first post in our series on word of mouth. If you need help identifying your target market and the issues they are experience in their purchasing experience that is making their decision time long, try our FREE test drive and work with one of our coaches to come up with the best way to smooth out your purchasing experience.

Next time we’ll move forward with word of mouth and talk about the power of word of mouth and what exactly this powerful tool is and can be used for.