Photo Finn Hackshaw
Today, I’m going to open-up a marketing idea with you that helped me increase a client’s sales results by just over 180% in 9-months.
It can be summed up in 3 words: Assess. Improve. Execute.
Here’s how it works.
Assess
The first step to improving your sales results is to assess your current situation. I spent some time digging into my client’s sales and marketing process and identified his company’s primary problem. It turned out they offered a superb service and when the right prospects learned about it, they absolutely loved it. This means I needed to greatly increase the number of high-quality prospects he got in front of.
Once we identified the root of his problem, it was time to improve things and free my client to dramatically increase his company’s sales results.
Improve
There was a number of areas in my client’s marketing that were under-performing. And others, he should never have used. You see, like almost every small business I’ve met, my client had been focusing time, and money, on lead generation. BIG mistake.
By making a small number of essential improvements at the very beginning, we were able to considerably increase his results. And fast.
I remember the easiest adjustment I made, was to improve the focus of their marketing message. It had previously focused on what their business did, how great their service was and how amazing their team was.
If your marketing has a similar focus, it’s a bad, bad idea!
And here’s why.
No one buys a service or a product. They buy the result. For example, you don’t buy exercise equipment.
You ‘buy’ looking good and feeling great. So, sell the result of investing in your service or product.
Anyhow, we then dug a little deeper and uncovered a series of similarly untapped, windfall opportunities.
One of them was for us to switch the focus of their marketing copy. I needed it to make prospects feel massively more curious.
Curious?
Why curious, Jim?
Think about it. Every client or customer enquiry you have ever had, or will ever receive, only happened because that person needed to know something. So, if you want your marketing to attract massively more prospects, it needs to create more curiosity… and answer fewer questions.
Previously, their marketing tried to answer as many questions as possible.
- I made sure it provided just enough information.
- Just enough information to inform the prospect and magnify their curiosity.
- Just enough information to compel, motivate and inspire eager prospects to contact them with a high-quality enquiry.
We wrapped these ideas into a plan, along with half a dozen other tactical improvements. Now we were good to go!
Execute
In a recent newsletter, I mentioned the importance of energy and excitement. Without doubt, this is the stage of working with my small business clients that excites me most. It’s why I do what I do.
Assess.
Improve.
Execute.
Focus like a laser on those 3-steps. Do it correctly and literally watch your business grow.
IMPORTANT: If you want to make more sales, boost your profits and grow an amazing business, this will help you!