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How To Make Selling Easy

Whether you’re a butcher, baker or a maker of candles, I’m sure you’re brilliant at what you do.

business-button-sales-motivation-blue-light-d-render-over-blue-black-background-suitable-solution-concept-32482515

But the fact is if you run a small business, whatever sector you’re in, your success or failure will be down to the amount of sales you make.

One of the glories of running a small business is the wearing of multiple hats and the selling hat is one you need to get comfortable in.

Now when I say selling, I don’t mean the old fashioned foot in the door approach. I’m going to show you how you can make selling easy and sell your business but without really having to sell at all.

Tell your story

We all love stories.

Speakers who tell stories retain their audience’s attention far better than those who don’t.

Every business has a story:

  • What made you set it up in the first place
  • How you started with no money, no staff but with passion and hunger

Whatever your story, it’s genuine human experience and people will be interested in it. Modern digital marketing is based on engaging people and providing quality content.

Identify what makes you different, what makes you stand out and tell your story in your sales materials – your website and your sales literature.

People will remember you for it and identify with you and the sales process has begun.

Refine your proposition

While we all know that people buy people, what they actually do is buy products that solve their problems from people they like.

So you have to make sure that your proposition – the way you  position your products or services enables potential customers to quickly see how they will benefit.

  • Define exactly what your product does from both your point of view and the customer’s point of view.
  • What benefits does your product deliver?
  • What problems in your customers’ lives does it solve?
  • How do you and your product differ from your competitors?
  • How can you remove the risk for customers?

Once your proposition is in place, you won’t need high pressure sales techniques to sell it.

Attract your customers

The internet has revolutionised the sales process.

In the old days you had to go out and find your customers. Now your customers will search you out.

This starts with a Google search so the first thing you need is an effective website which does more than look pretty – it also generates responses.

Of course your site must appear in the search rankings so your need to ensure that your site is properly SEOed so that Google can find it.

But Google is continuously moving the goalposts so perhaps you should be doing Google Adwords to ensure that you’re on that all important first page.

And then you can chase them around the internet via Remarketing, continuously showing them your ads.

Don’t forget social media which will allow you to position your business out there where the conversations are taking place.

The new digital world allows you to be selling 24/7 without leaving your armchair so embrace it.

Give it away

Another way the internet has completely changed the way we do business, is that virtually any information you could possibly want is available for free.

Again you should get on board. Don’t worry about giving away your best stuff. If they don’t get it from you they’ll get it somewhere else and giving stuff away is a great starting point for a relationship and demonstrates your expertise.

So become the go to resource.

Again you’re selling but without really selling.

Now I say selling, but are the things I’ve described sales or marketing? To be honest it doesn’t really matter, but all these areas are ones I cover in my “done for you” marketing process.

So if you want to be continuously selling (or marketing) get in touch.

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Why You’re Rubbish At Sales

I hate to be the bearer of bad news but it’s true.

Most people are rubbish at sales.

Why?

The simple answer is because they’re selling.

I define buying and selling differently to most people. To me buying is a considered and pleasurable process where you happily exchange money for something you want.

Selling on the other hand is hard work.

You try to convince people that they need whatever it is you’re selling. It’s all about overcoming objections,  pushing people into corners and then closing the deal.  Put like that it sounds more like institutionalised bullying.

Selling is a tough job which is why most people are rubbish at it.

People have developed in built resistance to sales techniques.

If you’re like me as soon as you recognise a salesman going through his  patter, the barriers go up and the chance of me buying go down.

Now you may very well have excellent products which will do a great job for me at an excellent price but because I feel I’m being manipulated, that the salesman isn’t thinking about me and my needs, but thinking about his month end figures and commission, I react negatively and escaping becomes my primary objective.

We reject sales people because they’re selling.

The top sales people don’t sell – they create the environment in which customers want to buy.

How To Become Great At Selling

As I’ve just said, to be great at selling, you have to stop selling and allow customers to take the decision to buy.

Now if you’re going to buy something, you are going to want to know all the details about the product:

  • What does it do – not just from the manufacturer’s point of view but from more importantly what does it do from your point of view.
  • What benefits does it deliver to you?
  • What guarantees does it come with?
  • Can you trial it in advance?
  • How can I get hold of it?
  • Do other users recommend it – what social proof is there?

What I’m saying is that you need to market your products to your prospective buyers in order to create the environment for them to buy.

So tell me: Are you doing this?

Are you starting with the three Ms of marketing:

MARKET————–MESSAGE—————MEDIUM

  • Have you identified in granular detail exactly who your niche audiences are?
  • Have you crafted  the right messages for each of your target groups so that your marketing messages are totally relevant to each group?
  • Have you identified where these groups of customers hang out? Only when you know where these people spend their time can you decide which media and which methods of communication will be right to communicate with them.

It’s time for you to stop hard selling your prospects and to start creating the environment  in which they  will want to buy.

 

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Storytelling – A Key Weapon In Small Business Marketing

One of the key jobs that we have as small businesses is to make ourselves interesting to our customers and prospects.

Once we have the attention and interest of our prospects, our chances of persuading them of our point of view are greatly enhanced.

An excellent way to achieve this is by storytelling.

The fact is that most people aren’t convinced by data dumps – great swathes of data and figures. While these may be important when it comes to analysing the finer details, most people are swayed by emotion.  The best way to connect with people emotionally is to start with “Once upon a time……..

When we read dry, factual arguments, we read with our defences up. We are critical and sceptical. But when we are absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to make us much more susceptible to what we are hearing.

There are plenty of reasons why stories will help you in your small business marketing and selling:

  • Stories allow you to show you personality – the way you tell it, your descriptions, the humour you introduce.
  • Stories build trust in your listener – it doesn’t seem like a sales pitch, you are sharing something from your past.
  • Stories build rapport as your listener empathises with you and what you’re telling him and distance you from the normal sales role.
  • Stories demonstrate your expertise and skill – this is of course determined by the stories you choose to tell but you will only tell stories that place you in a good light.

So if you want to build rapport and position yourself as someone a bit different with real personality dust down your story book and get your prospects to pull up a chair.

Business Development Advisors can help you grow  your business and take it on to the next level. If you’d like to find out more simply contact us through the contact page  www.bda.me.uk/contact or call us on 01483 200387.

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How Attractive Is Your Business To Prospective Customers?

Winning new customers  is a vital part of the business development process.  But for your business to attract a constant stream of new customers, all aspects of your customer proposition have to be spot on.
Likewise you  must ensure that your marketing is delivering – getting  the right messages into  the right hands, at the right time, accompanied by the right incentives.
If at any stage of the process customers don’t like what you’re offering, they won’t buy. They’ll find someone else who ticks all the boxes.

So ask yourself the following questions:

  • Do we tell our prospects exactly what we do?
  • Do we tell them what benefits we will deliver to them?
  • Do we know what our customers really want?
  • Are our products and our marketing tailored to our customers’ specific needs?
  • Do our customers perceive us in the way we would like them to?
  • Does our business stand out from our competitors or are we just a “me too”?
  • Are there powerful reasons to choose us instead of a competitor?
  • Do we provide guarantees against all our products and services?
  • Do we remove any risk customers  might perceive in buying our products?

If you answer NO to any of these questions, then you’re selling both your business and your customers short. The result will be that you lose sales which you should be winning.

So what should you do about it?

At Business Development Advisors we run “Marketing Fundamentals” workshops to address precisely these questions.

These fun, fast paced, one day workshops will address all the key elements of your marketing proposition, positioning your business in the most attractive way, making your business totally relevant to your target audience and making it easy for prospective customers to buy from you.

The effect will be to turbo charge your marketing and your sales.  Whereas before your prospects may have had unanswered questions in their minds and any number of reasons not be buy from you, now all their concerns will be answered and your business will become the obvious choice.

For more details of our “Marketing Fundamentals” workshop, visit http://bda.me.uk/marketing.html