"Sales – A Simple Process"

In this issue

• Tips to Help You Make More Sales
• Social Entrepreneurship Event
• "Promote Your Speaking Skills" Workshop
• Special Offer: Earn $65!
• New Podcasting Service

Making a Sale is a Simple Process

To many businesses, figuring out how to create a successful sales campaign is still a complete mystery. In this article, I thought I'd try to clarify the concept a bit.

In many ways, devising a sales campaign is a process just like any other. Think of the steps involved in building a house: You have a vision, you design the structure, you think through the details, you come up with the budget, you communicate it to your contractor, and then you secure all of the details (or “close the sale”) by making the payment.

Imagine this scenario:

The owners of transcription service want to land more longer-term projects, making their business more profitable. With that goal in mind for their sales campaign, they target documentary and news television producers, who typically have lengthier transcription projects. The company owners then design a package of services – let’s say “transcription of one-hour videotapes” – and they price this at $80.

After doing some research, they learn that the Reel Directory (http://www.reeldirectory.com/about.asp) is the main resource guide for film and TV personnel seeking services in Northern California. What’s more, the Directory is a well-targeted and affordable resource in which to advertise services sought by production companies. The transcription company posts a carefully designed ad containing the right messages that their audience will respond to (yes, creating an effective ad is an art form a marketing consultant should help you with!). Then the sales campaign begins.

The savvy transcription firm discovers that a mailing list of names can be purchased from the Reel Directory, so an introductory letter can be sent to those who may require transcription services. After sending such an inquiry, the firm makes follow-up phone calls to ensure that the letters were received, and were directed to the right person at each production company. If not, the database of names is updated and a second letter is sent. A pricing sheet or brochure is also sent with this mailing.

Ah, but here's what separates the wheat from the chaff...

The person who actually makes a sale differs from those who simply try because he or she keeps calling back, following up via email, noting in a database when a future sales follow-up should be made according to what that potential customer discussed with him or her, and doesn't give up until the sale is made, and the customers/clients are satisfied. Then, as the saying goes, “wash and repeat.” In this way sales come in continuously, and a company begins to level out the inevitable peaks and valleys in its business.

HOW DO YOU KEEP FOLLOWING UP?
For many companies, this is the hardest part. Most people fear they're being annoying or pushy if they call more than once or twice. Believe it or not, they’re dead wrong. Let me give you the viewpoint from the other side.

I've produced film & TV projects in which we needed a transcription service, and I was simply too busy to make calls to suss out which transcribers had the proper skills. I needed transcribers who would send me transcripts in proper English**, not the awful phonetic version that many transcribers deliver (making the transcript impossible to decipher when preparing for an edit session). Also, I needed the service to know how to "time-code" a project for me.

Trust me: When I finally got a call from a service that could help, I was completely ecstatic. I probably didn’t respond until their third call just because I had other priorities to finish first. But when she finally called again, I discovered the price seemed reasonable, I tested them on a small project, and voila: From then on they got all of our work – which was a very sizable account.

**By the way, if you’re in need of a great transcription service, view the “recommended referrals” box on my website to learn more about Kathleen Kline & Associates: http://www.allisonbliss.com/resources.htm

BUT...WHAT DO YOU SAY?
First, you should realize that if you're "targeting" people who really might need your service (or product), then you're actually doing them a favor by calling to let them know how you can help. You’re not calling to push something that they don’t want. It's my belief that we all started our companies to help someone; otherwise we wouldn't work so long and so hard doing what we do.

If you know you can help, then you just need to ask your prospect how he or she is currently solving the problem for which you can help. If the prospect has no solution (per the example above, if they have no transcription service), then you can politely ask if they'd like some information on how your company can help.

Offer to send information via snail-mail, fax or email (as they prefer). Alternatively, you can offer to meet with them to give a presentation, invite them to a workshop where you're speaking about your topic, or you can post sales information online and send them a link. You should be able to select the communications medium that works best for your specific market. If you don't know which medium is the best one to use, a marketing consultation will help you define this.

Here’s a tip: If your business is selling a specific service, it’s critically important to build relationships. Don’t rely on impersonal advertising; usually it’s too generic to allow you to get to know the people you’re targeting. Sure, it’s easier just to place an ad and wait for the phone to ring. But in most cases this approach is a huge waste of money for service-oriented businesses. (Of course, there are exceptions: I have a client whose publication brings huge rewards to its advertisers. But this type of ad strategy needs to be extremely well planned). And, of course, don’t forget to ask friends, clients and colleagues for referrals! My favorite resource for this is Joanne Black’s book & CD’s “No More Cold Calling™”:

THE PROCESS
Once you've sent materials explaining your services, you should follow up with a phone call to see if your prospect is in need of your help. If he or she does not require your services now, ask when it might be convenient for you to check back, just in case they need your help at some other time. While you may feel pushy asking this, the prospect will likely feel very grateful that you'll be in touch.

Then, keep them on your stay-in-touch list until they allow you a chance to help, or offer your services/product, or meet with you in person. Really, they'll be grateful if you have a good solution for them, just as I was for the outstanding transcription service we hired.

If you feel awkward calling, it just means you haven't been clear in asking if the prospect might need your help. You can set things on a clearer footing by asking if they want you to check back in three months, six months, or not at all. If you've targeted your outreach efforts correctly, you probably won't hear many people saying "please don't bother to call back at all.” Talk to them about what they do (in a way that shows you’ve either done your homework about their business, or are actively listening to their first-time overview), and discuss the issues or problems they have that you could solve.

HOW SALES ARE LOST
In the example of our transcriber, our staff was very tired of having to guess at the time-code our old transcriber had noted (mostly incorrectly), and frustrated at the time it took to interpret the poorly translated spelling from the interview. I needed a new transcriber who could ensure this would be done correctly. When our new transcription service guaranteed that work, it was easy for me to hire them as soon as we had a project requiring their skills. But (and here’s the crucial thing to remember about the sales process) if they hadn't stayed in touch, while I was overwhelmed with other project details, budgets or timelines I could easily have forgotten how to reach them, what the name of their company was, or in which city I could find them – and the sale would never have taken place. That’s the most common way in which sales are lost.

So, if you've found people who really need the product or service you offer, they probably won’t ask you to “never contact them again.” And if they do, they've just saved you a phone call. More typically, they may just not need your help that minute. But they will appreciate you staying in touch so they know how to find you when they do need your help.

HOW DO I KNOW THIS WORKS?
It’s simple: By doing just this, I've made over a million dollars in sales in the last few years for one of my clients. It's not a mystery; it's just disciplined work, good note-taking (so you don't have to keep it all in your head), good people-skills on the phone (you do get better with time, believe me!), a great package that’s priced fairly for the right market, and outstanding promotional materials. It might take a week or as much as six months, so start now and track your progress. I'd love to hear the techniques, ideas, and helpful tips that you use for your particular market, too, since each market requires slightly different strategy.

THE TRICK I USE
If I know I need to get through a huge amount of sales calls in a day, I have to trick myself. I drink a huge cup of coffee to get me buzzed, followed by a tall protein drink … and then don't allow myself to go to the bathroom until I’ve completed ten calls. While it’s sometimes painful, it's a huge motivator to get me to meet my goals! Some people prefer a rewards system to my “pain system” -- such as taking a nice walk at lunch, taking a short nap, or doing part of the sales work during the morning, and part in the afternoon. Test out some ideas to see what works for you. And please share your tips to help others who may be as stuck as you once were. Remember, this shared knowledge is bliss!

UPCOMING EVENTS WE RECOMMEND:

Social Entrepreneurship session
Tuesday, Jan. 22, 11 a.m. - 12 p.m.

Our trusted colleague CJ Hayden, author of “Get Clients Now,” is teaching a teleseminar entitled: “Introduction to Social Entrepreneurship.” If you’re not familiar with this, social entrepreneurs build mission-driven businesses aimed at solving social problems such as justice, resource management, world hunger, literacy, and so much more. For details or to register, visit: www.socialentrepreneurcoach.com or call 415-981-8845.

"Promote Your Speaking Skills" workshop
January 26th, 9:30 a.m. - 4:30 p.m.

I also recommend another friend and colleague, Caterina Rando, who will be teaching you to gain expertise in your field, including the use of engaging speaking skills to promote your business. A dynamic and popular speaker herself, I predict you’ll learn valuable marketing information at this seminar.

To register, http://caterinar.com/events.html

SPECIAL OFFER: EARN $65!
I value referrals from my clients and colleagues. I offer a half-hour of my time for free (or a check for the equivalent value of $65) to anyone who refers someone who becomes a client. I’ll take very good care of your referrals!

NEED A MARKETING CONSULTANT, AGENCY OR COACH?
Visit our website to get pricing & details: www.allisonbliss.com

For free marketing tips and an article on what a Marketing Coach does for your business, visit: http://www.allisonbliss.com/news.htm

NEW PODCAST SERVICE
For companies who want to communicate or outreach to their market like they were hosting their own radio show, we’ve introduced our new podcast production service. You can learn how it works, and see a sample here: http://abliss.libsyn.com/. We’d love to talk to you about tailoring a show for you. Pricing & details. You can contact us at 510-864-8500.

Remember: Knowledge Is Bliss!