I recently helped a training company to increase sales by just over 180% in 5 months. The strategy I used can be summed up in just 3 words.
Here’s how it works.
The first step to boosting your sales results is to assess your current situation. We need to discover what’s currently blocking you from getting the sales (or attracting the new clients) your business needs, in order to achieve your goals. The main hurdle to overcome here, is that the business owner usually can’t see this for themselves. If they could, they wouldn’t have the problem. So, you need to figure that out, ideally with the help of an informed, outside perspective.
In the example I mentioned earlier, I spent some time digging into my client’s sales and marketing process. I identified her company’s primary problem pretty fast. It turned out they were talking to too few prospective clients. One of the basic rules for increasing sales is to speak with more, great prospects.
Think about it.
Regardless of your conversion rate, you will double your sales by doubling the number of targeted prospects you speak with.
Once we identified the root of her problem, it was time to improve things and free my client to dramatically increase her company’s sales results.
There were a number of areas in my client’s marketing and sales process, which were under-performing. This is why she wasn’t generating the volume of high quality enquiries she needed. She knew her marketing wasn’t great. But like many business owners, my client assumed the enquiries they attracted were about average in number and quality. She was wrong on both fronts. A common mistake, which had been losing the company a fortune, without them even knowing it.
Overall, my client’s marketing had been quite similar to their competitors. Moving forward, this was wonderful news. Why? Because it meant they were competing against lots of providers who were dabbling with their marketing, rather than using an expert, strategic approach.
By making a couple of quick improvements at the very beginning, we were able to considerably improve her company’s results. And fast. I remember the easiest adjustment I made, was to improve the focus of their sales message. It had previously focused on what their business did, how well they did it and how great their team was. It’s a common mistake.
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.
- You don’t buy exercise equipment. You buy looking and feeling great.
- You don’t buy the services of a virtual assistant. You buy the additional productivity, freedom and flexibility of handing-off certain tasks.
- So, sell the result of hiring you or the result of investing in your product.
Anyhow, we then dug in deeper and uncovered a series of similarly untapped, marketing opportunities. We wrapped these up into a plan and were good to go.
Oh man! Without doubt, this is the stage that excites me most. This is why I do what I do.
It’s where we execute on the new marketing strategy and measure the feedback. There’s something wonderful about the energy I get from clients, as they see their business performing the way they always wanted it too. And often far, far better.
An important point: Just as no two people are alike, their businesses are a complex mix too. Your business is as unique as your fingerprint. Others will be similar, but none with your unique make-up. This is why marketing seminars, marketing training, marketing books etc., are so limited. My client had previously wasted 7 years spinning her wheels, following general marketing advice, when like every other business owner, what she desperately needed was specific help in key areas.
Assess. Improve. Execute. Focus like a laser on those 3 steps and watch your business grow.