Either You have Excuses or You Have Results

It seems as though I see the same thing over and over in many businesses. When people first start out in their business they do everything they can to get business in the door. At this beginning stage, they have more time to market their business because there just isn’t that much of it for them to do. They network, they send emails, they send newsletters, they exhibit at tradeshows, they meet with people, they may even cold call.

Then they get busy…and fat and happy. They slowly stop doing what got them the clients or patients in the first place. And then all of a sudden, one day, there is very little business coming down the pike.

If you ask them what happened, they have all kinds of excuses why business is down and blame lots of different things. At this point, some go back to working for someone else, closing up shop and moving on. Others flip into panic mode and start doing all kinds of new and different things in the hopes it will bring them the business they so desperately need. These new and different things may be costly because they are not proven methods, but the latest and greatest thing someone convinces them will do the trick. Maybe they will work, but with all new things, it can take time…and more money…both of which may not exist.

Of course, the best thing to do is never stop marketing in the first place, even when you are busy. However, should you find yourself or your business in this lack luster client/patient situation, go back and start doing what worked that got you the results in the beginning. Take a look at what is currently in your marketing mix and what you may have let fall by the wayside. Where are you not being consistent like before? What can you simply add back into the mix?

In the end, there are only 4 reasons why people don’t make it in business:
1. They fail to plan
2. Their plan sucks
3. They fail to execute their plan
4. They have lots of excuses.
So you either have EXCUSES or RESULTS. I’ll opt for the latter. What about you?

Getting Past the Gatekeeper

One of the best ways to get past the gatekeeper and on to the decision maker is through direct mail. Leaving messages and sending emails just don’t seem to do the trick like they used to. There was a story I heard from an audio version of “The Ultimate Sales Machine” by Chet Holmes where he repeatedly called the decision maker every day until they screamed “Uncle” and returned his call. I guess that could work too, and it may be a great idea for those few top people on your list, but you may also risk annoying the living hell out of them too. A direct mail approach could be a more fun and less obnoxious way to accomplish the same result.

Here are the 4 best ways to reach decision makers through the mail–

1. Make sure your piece is interesting and gets attention.
   What works well here is FedEx or a Priority Mail envelopes. Those come with special delivery. They are not in the pile of regular mail that the gatekeeper gets everyday. They are more apt to go past the gatekeeper and directly to the intended recipient. The same holds true for pieces that have dimension, are made out of a different type of material other than paper, and are handwritten.
2. Use personalized customization.
   People love to see their name. It tells them that you took the time to address them personally. With variable data printing, this can easily be done on a more mass market scale. The more personalized you can make the piece, the better. Include pictures and personal information that are relative to your prospect. The more you can speak to them at their level and based on their specific needs, the better chances you have of getting them to take action and call you.
3. Consider tying in a gift.
   As with the personalization in item two, a gift that is relative to your prospect could prove to be a powerful element in opening the door. Business success books or bestsellers and other business related items work well. If your prospect is a sports fanatic, some type of memorabilia may work. Do some homework on your prospect and uncover what their likes are.
4. Give them multiple ways to respond and get information. Don’t just leave it to them to give you a call. Offer them all the ways they can interact with you. Some people like email, some prefer going to a website and downloading information, others will pick up the phone and talk direct, still others want information in hard copy and mailed. Be sure you have all your bases covered on the ways to communicate.

Aligning Your Business or Practice with a Charity Promotes Goodwill and Other Great Stuff.

Attaching your business or organization to a charity is a great way to give back to your community and promote goodwill for your business (and you can even get a tax break!). It also has the added benefit of providing awareness for the charity. If you might be thinking about partnering with a charity, here are some things your may want to consider:

1. Find Out More About the Organization
   There have been many scandals of late with a variety of non-profit organizations (embezzling funds, funneling money in not so ethical ways, mis-managed funds) and you certainly would not want your name associated with any behavior of this kind. A good amount of research should be done to be sure the organization is being managed well and is on the up and up.
2. Your Ethics and Theirs Should Fit
   There should be a synergy between your business and the organization you support. Be sure you are aware and believe in everything they stand for. When you support organizations, events, etc., your clients, patients and prospects will naturally think you must believe in what it is they stand for. If there is anything they do you cannot align or agree with, move on to another organization that is better suited for your business or practice.
3. Have Good Reasons
   Don’t just align yourself with a charity for self-promotion. Your interest must be sincere and your actions and efforts should follow suit. It shouldn’t be a burden or made to be an obligation but a way of giving back and supporting a good cause.

5 Best Ways to be a Sales Superstar

1. Always sell with Integrity
   Having integrity in what you do creates the trust you need to establish relationships with clients and patients. Even if you have the best product or service in the world, if you do not have a solid foundation of trust with your prospect, that sale is not going to happen. When you have integrity, you do the right thing. Not once or twice, but always.
2. Uncover Sales Opportunities
   Don’t wait for your phone to ring with the client coming to you. Get out there and cultivate new business. Put a list together of all the business you know that exists with your current clients. Ask for referrals. Get out there and network in those circles where your clients might be found.
3. Walk a Mile in Your Client’s Shoes
   Most salespeople tend to focus on the features and benefits of their product or service and less on how their product or service will actually help the client. Show an interest in your prospects and listen to their challenges. The more you learn about your client and their needs, the more you can show how your solution will fit their bill.
4. Communicate
   Whether it’s by email, text message, phone, in person, in writing, or via fax, clear and effective communication will have a direct correlation in the level of your sales success. It also will help to avoid any misunderstandings with your prospect or client.
5. Deliver
   Give you clients and patients creative ideas and helpful information. Deliver your product or service on time, or better yet, earlier than promised. Anything you can do to make the client or patient a SUPERSTAR, will only be more helpful to you down the road.

Network Your Way to More Business

I recently attended a B2B Connect networking open house event, where the speaker gave a perfect definition of the word “networking.” He said networking is the sharing of ideas, information and resources. It’s not about selling, which many people attempt to do when attending these types of events.

Really networking goes far beyond belonging to a networking group. While these are valuable places to connect and get “leads,” your networking should involve much more.

Have you ever analyzed just where your business comes from? In my business, I have three main sources. One of the biggest sources for us is referrals. Referrals come from networking. Networking with clients, vendors and friends.

My trusted attorney and client, Dennis Mille, sent me information he received from a professional organization he belongs to. It was a from a Harris poll done on behalf of the American Bar Association on how people go about finding a lawyer.

The results were:
8% Yellow Pages
7% Online Search
46% Referral from Trusted Source

The article went on to discuss the merits of networking by not only belonging to groups and associations but getting together one-on-one with your clients, vendors and other centers of influence for you. An inexpensive marketing expense but one that provides a return like no other.

When you meet with people in an intimate setting, you build your relationship with them. You become more trusted. They get to know you better. You get to know them better.

Over the last couple of months, I have been focusing on connecting more with my clients, going out to lunch, having coffee or meeting after work. My intention is not to sell my services to them but to get to know them better and see how I might be able to help them. In over 75% of these meetings, I end up getting more business from them. Unsolicited. Sometimes right then and there, sometimes a few days later. Best of all, I have a much better connection with them. They are my friends and I look out for their best interests.

In summary, here are some takeaways that I have learned:

Connecting with others is hands-down the best marketing strategy of all.

It’s not about you, it’s about them. See how you can help them with ideas and resources and your connections. Then watch what ends up coming back to you. It is amazing and so simple.

Make sure however you offered to help, that you follow up and do what you say. This is huge and a place where many people drop the ball. Not following up on a promise is worse than not promising something at all.