Jim Connolly Marketing

Marketing tips and ideas to help you grow your business

Time wasters: How to spot them and avoid them!

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If you run a business, you will already know how precious your time is.  This is why it’s so important to ensure that you avoid time wasters, and that’s what this post is all about.

Time wasters

One of the biggest time sucks in business, are those seeking free advice from you, with no intention of repaying you in any way.  Often, these time wasters will disguise themselves as prospective clients or customers, in an effort to get the benefit of as much free information from you as possible. These are the time wasters I am going to focus on in this post!

Unless you have nothing better to do (and I know you have), you need to identify and remove these people from your business as soon as possible.  You see, that “free” advice is only free for them! That so-called free advice costs you, in lost productivity and the inevitable slump you feel, after realising you have been suckered!

How to spot the time wasters

If there is someone right now, who you suspect is just trying to get as much free advice from you as they can, with no intention of repaying you for all that great information, I have a simple tip for you.

Try this: Ask them for some measurable time scales!

For example, ask them when they will have the funding in place.  Ask them when they plan to get started with you.  If they give you vague answers like “soon” or some other general answer, ask them for clarification.  If they are serious, they will value and respect your need for clarity.  It shows them that you are keen, interested and professional.  However, if they were not genuinely interested in working with you, they will immediately realise that their game has been tumbled.  They will then go and find another victim to drill for free information and you will have lost nothing.

Of course ultimately, the way you decide to allocate your time is down to you.  If you want to spend more of your time speaking with people, who have a genuine interest in your services, you may find that simple idea useful.  It has worked for my marketing business for more than a decade and saved me more time than any time management strategy I know.

Is it time to ask for the sale yet?

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Today, I would like to share some ideas with you, about the importance of timing in the sales process.  The idea for this post came to me, whilst standing in a queue last night buying some milk!

While I was waiting to be served, I noticed that the shop had some pumpkin shaped, Halloween chocolate on a shelf, with the price heavily reduced.  Although the chocolate was still within its sell-by date and would have tasted exactly the same as it would have on Halloween, who wants pumpkin shaped, Halloween chocolate in December?  No one! Even with its price discounted by 75%, it was stuck on the shelf unsold.  That’s because it’s moment had passed.

Here’s the thing: The sales process is time sensitive.  If you have a prospective customer, who is thinking about buying from you and you ask for the sale before they are ready – you will lose the sale.  Equally, if you wait too long to ask for the sale, you will also lose it – because their interest has cooled. They are no longer a hot prospect!

Think of the sales process as being like a saucepan of cold water placed on a hot stove.  The water starts off cold, then it gets warmer and warmer until it reaches boiling point.  In business, that’s the point where the prospective customer is most likely to buy from you.  When we turn the stove off, the water quickly stops boiling and cools, until it reaches room temperature.  In sales, every degree in heat that’s lost, makes it less likely that you will get the sale – Until you have zero chance because they have gone elsewhere or are simply no longer interested.

Here’s what 23 years in the business tells me

In my experience, the majority of companies wait too long, rather than ask too soon.  I’ve lost count of how many times people have told me that they didn’t want to rush the prospective customer into making a decision – only to find that when they finally did ask for the sale, the customer had gone elsewhere!

In your business, you need to identify precisely at what point in your negotiating process, your prospective customers are at their hottest.  That’s the point where you need to ask them to make a decision. Not before. Not after.  Get this right and you will massively increase the number of sales you make.

Have you figured out when your prospects are at their hottest? Do you have any tips on how to get the timing right, that you would like to share?  What do you think?

Are you on course?

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Did you start using Twitter in order to waste a stack of time attracting “followers”- Or to generate more sales, leads and business connections?

Did you invest in those expensive brochures in order to watch them slowly go out of date – Or to increase the effectiveness of your marketing?

Did you invest in your website in order to remain invisible online – Or to generate a regular, predictable flow of sales, leads and enquiries?

Marketing tip: Focus on your outcome

It’s way too easy to start a marketing activity with all the right intentions, only to realise one day that you have been slowly drifting off course and are now getting little if anything in return.

Grab yourself a coffee and take a few moments to look at your current marketing activities.  Are they on track to help you make more sales and generate more high quality business?  If not, stop whatever you are doing and either get back on track or develop a more effective marketing strategy.

Thriving or surviving in a recession?

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You can’t open a newspaper or watch a news report these days, without hearing how bad the economy is.  The media’s focus is pretty-much exclusively on huge, national and multinational companies, reporting drops in profits and job cuts.

However, whilst many huge corporations really struggle right now, there are countless small businesses out there, doing really well!  Of course, their success is almost invisible, because it’s not carried in the newspapers or reported about on the news.

Marketing success in a recession

I spoke with a man yesterday morning, whose main problem at the moment, is recruiting enough good quality people to cope with the 300% increase in business he has seen since last June.

I spoke today with the owner of a recruitment business (one of the industries hit hardest by the recession), whose business is growing faster right now than ever before.  I also spoke with an accountant earlier, who has seen an amazing 50% increase in the size of his client base in the past 6 months!

All three of these businesses are clients of mine, so their marketing is brilliant! However, their success is only possible, because they are focusing on growing their businesses rather than survival. Their competitors are ‘hunkering down’ and hoping to just stay afloat, so my clients have been able to gain market share and will continue to do so!

Recession thinking

Because of the wall-to-wall negative news coverage, most small business owners right now are focusing on what they might lose.  Their thinking and strategies are all designed around avoiding loss – Rather than developing their business.

Even in a good economy, ignoring the development of a business and focusing on loss, will guarantee that a business fails!

That’s because what we focus on determines the actions we take.  Let’s look at a very simple example, which shows how a business owner’s focus will dramatically influence what he does; based on whether he focuses on survival or growth.

If Bob asks himself; “How can I avoid going broke during the recession?” He might come up with answers like:

  • I could cut back on everything.
  • I could work harder / longer hours.

However, if Bob asks himself; “How can I double my profits, even during a recession?”  He might come up with answers like:

  • I could find a great new service to offer all my existing clients, which is also highly profitable.  Existing clients already trust me, so a high percentage will go for it.
  • I could get my website professionally copy written, so we get more sales leads from all those hits we get.
  • I could build an Introducer network, people who recommend me to their contacts in return for a commission. This way, unlike advertising, I only have to pay when a new client joins me AND I get an army of salespeople out there telling the world how great my business is.

I am certainly not suggesting that the current economy is a bunch of roses. It definitely isn’t!

What I am suggesting, is that we tend to get what we focus on; so why not focus on what you want – rather than what you fear?

Boost sales with your advertising!

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In this post, I am going to show you how to get massively better results from your advertising – starting right now!

Making advertising work!

If you tried advertising in the past and found that the only winner was the person who sold it to you, you’re not alone.  Over the years, I have helped market the services of thousands of businesses, spanning just about every industry and profession.  During my initial conversations with the people behind these businesses, I would often hear a version of the following statement:

“We tried advertising – it doesn’t work!”

Advertising actually DOES work (really well), but only if you use it correctly.  I have personally sold many millions of pounds (and dollars) worth of products and services for my clients and myself, with the help of advertising.  In this post, I am going to share one of the secrets of my advertising success with you.

If you have a small or medium sized business and are advertising with the intention of making sales, boosting your profits and transforming your income; I suggest the only form of advertising worth investing in is action advertising.

Why is ACTION advertising so effective for smaller businesses?

ACTION advertising is designed to make the reader take action.  Big companies are usually seeking to get someone to switch from one brand of cola, razor blade or sports shoes etc to another.  These adverts can be effective by simply associating good feelings or famous / beautiful people with their ‘brand.’

Small businesses typically advertise in order to generate sales.  Their advertising needs to; get their phone ringing, fill their store with eager buyers or fill their inbox with sales requests and enquiries.  This means their adverts need to inspire some form of direct response or action from the reader / listener.  A good quality action advertisement includes the following:

–  It tells the reader who the advertiser is.
–  It tells the reader what the benefits of their product or service is.
–  It gives them a motivating reason to ACT NOW – to call, visit or e-mail the advertiser.
–  It tells them to contact the advertiser – usually with a time sensitive or limited availability element!

Here’s an example of a simple action advertisement I read (with the company’s details changed):

“ACME Widgets can save you a recession-busting 45% on your annual widget costs, that’s why we are inviting you to attend our wine and widget evening on 26th February at 7pm.  You can reserve your place now by calling Rachael on 012345 123123.  As places are limited, please call now to avoid disappointment!  Acme Widgets, 22 East Street, London.”

In contrast, most small business advertising creates little motivation for the reader to take action.  These ads are often based around the following:
–  They tell the reader the name of the service or business.
–  They show the reader the advertiser’s logo.
–  They tell the reader a little about what the advertiser does or their benefits.
–  They sometimes list a ‘special offer’.
–  They usually give the reader some contact details.

These ineffective adverts provide information about who the advertiser is and what they do, BUT give no reason for the reader to take action and contact them.  Guess what – generally, no one does!  Here’s a real life example, (with the company name/details changed):

“Acme Widgets have over 20 years of experience and our customer service is second to none.  Last year our widgets were voted ‘Best Value Widget’ by What Widget Magazine.  Our best selling Orange Widget is just £250.  Acme Widgets, 22 East Street, London”.

The majority of small business advertising I see in the press or in trade journals, is far less effective than it could or should be.  There is nothing compelling about what they say – nothing to inspire the reader to do anything.  When I started out in marketing, back in the 1980’s, we used to call these ineffective advertisements ‘flick-through ads’ – because people would literally see them and just carry on flicking through whichever publication they were in, without doing anything.

Remember, all motivation comes from motive

If you want your advertisement to generate masses of new business, you can!  But you need to advertise where your ideal future clients/customers are and give them a BIG enough reason to inspire them to take the action you require.  People are not stupid and will only contact you if there’s a compelling / motivating enough reason for them to do so.  Just having your message “out there” is simply not enough!

4 ways to grow a business

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With so many buzz words and marketing ideas flying around, it’s easy to forget the basics.  That’s why I wanted to share something with you today, which really helps us focus on what’s important.

4 ways grow a business jay abraham4 ways to grow a business

As Jay Abraham said so concisely, many years ago; there are only 4 ways to grow a business.  They are:

1. Attract more clients or customers (herein called clients.)
2. Sell more often to your existing clients.
3. Increase your prices or fees.
4. Reduce the number of clients, who stop using your services or buying your products (your attrition rate). Though this was not included in Jay’s original 3 ways to grow a business model.

The most effective businesses, focus on all 4 ways to grow a business.

The least effective businesses focus on just 1 or 2 of them.

Many businesses, for example, actively seek to win new clients; but to little to retain their existing clients.  Others look after their existing clients supremely well and their clients love them – but they don’t focus correctly on winning new clients.

Whatever business you are in, try and work on as many of these 4 ways to grow a business as is possible, for someone in your industry.