Category Archives: Sales Success

How to Create Killer Copy

Good copy is the root of all successful marketing campaigns. Simply put bad copy kills marketing campaigns. If you do not see results from your campaigns it most likely has nothing to do with your end product, your traffic source, your offering etc. It has to do with your copy. To generate results focus on one thing: killing objections. In other words, you have to remove all reasons for not buying. Too often we get paralysis of analysis and don’t launch campaigns. We stress about what to say. So, if you want to stop stressing and start launching campaigns then follow this simple process when creating objection killing copy.

1. Identify what your prospect needs to believe to buy your specific product or service. You can identify this further by asking these three questions:

  • What are do your prospects need to believe about you?
  • What do they need to believe about themselves?
  • What do your prospects need to believe about your product service or offers?

2. List all the reasons a prospect wouldn’t buy your product or service. Identify the objections, all of them.

3. Next, put the claims and objections about your product in the logical order. This order will be the outline of your copy. When you look at the overarching messaging, you should be telling an emotionally compelling story showcasing your understanding of your audience.

It’s that simple. Follow these steps to wipe away the sales-killing objectives for not buying. Need help mapping this out further? Shoot me a message, and we’ll talk: rachel@thirtyfive.io.

The Best Questions to Ask When Defining your Niche

A foundational element of any marketing campaign is a defined niche. The wrong niche can have a massive impact on your ability to generate sales. When selecting your niche you want to look for two key things, budget and drive. The other thing I will add here is that you want a niche that is large enough to support your goals. Even in an ultra tight, targeted niche, a good target number is a minimum of 50,000 active prospects for it to be viable.

You want to make sure your niche has drive or need for your offering. Otherwise, you will have to spend time explaining rather than educating on your specific offering. The marketplace you select should also have cash flow. You do not want to spend your resources on a niche that ultimately cannot pay for the offering.

When determining your niche, ask yourself a variety if not all of these questions:

  • Is this niche large enough to support my business?
  • Does this market congregate somewhere? Are they accessible online?
  • Does this market invest in similar products or services?
  • Does this market have money?
  • Do I have some affinity within this niche? (Do I already know this market well?)
  • Are there trends in the marketplace making it more likely for them to buy or are is this niche trending down?
  • How does the marketplace feel about my offering? Negative, positive, open, etc…
  • How often are new people coming into the market? How often are people leaving the market? (this churn is not negative, it will just help you as your develop your messaging.)
  • Are there certain regularity or legal issues you need to be aware of when marketing to this niche? (worth noting as this may have an impact on your messaging)
  • Is this a seasonal marketplace?
  • Does the market provide you with an opportunity to plug prospects or customers into a membership or continuity model? (I am a big advocate of this model as it creates ongoing residual revenue)

Having a defined niche allows you to focus your efforts to generate the best results for your company or brand. Once you have the ‘who’ in place, the messaging and strategy flows from there. If you need help identifying your niche or have questions, I am happy to help in any way. Shoot me a comment below and we’ll get in touch!

xoxo,

Blonde Chick

4 Tips to Help You Follow-up

As December arrives so does time for reflection. This year has been full of ups and downs. From a business perspective, the word burned into my brain is follow-up. I have found my biggest failures have come from a lack of follow-up.

Failure to me can come in many different forms like not sending a Thank You card after a meeting, overcommitting or letting a lead grow cold. All these things resolve by following a few simple tricks.

  1. Set Reminders. As soon as you think of the act, write it down. I typically put reminders in my phone. It takes a quick minute to write down what you need to do
  2. Take your time. If something is worth doing, it is worth doing well. I am the worst at rushing through my to-do’s missing opportunities to secure next steps or forgetting details that can take work to the next level. I have found when I slow down I can set reminders, do better work and get more done.
  3. Do the behavior: I subscribe and listen to a podcast (SalesTuners.com). One of the guests discussed the importance of doing the behavior every single day. You can check out the episode here. The biggest take-a-way I found was to ask, “what are the minimum things I have to do today?” Once you establish your standard, the work ethic follows.
  4. Timeblock: I recently asked someone I look up to (who is coincidently the creator of SalesTuners) how he manages to get so much done in a single week. His response was to time block. Doing this activity is a challenge for me as my day currently revolves around a newborn, so I am pretty reactionary. However, when I do have help with the baby, I make sure to time block those days so I can maximize my efforts and eliminate multi-tasking.

Do you have any secrets to share that help you? I’d also love to know what (if any) technology you use to help you get more done?

Consistency is King

Remember when marketing was all about the strategy and not the tactics? Ya me either. Mostly because I’m young, and I made that up. But also because marketing is one of those ever-evolving doors with shiny new tactics looming just around the corner. While it’s tempting to follow the shiny object or speak marketing jargon when talking to a prospect, don’t. Avoid the temptation to speak gibberish to appear as the expert. Focus on the customer. Focus on the goals. That’s what makes marketing so fun. Yes, it’s great ideas, solid strategy, and staying current with trends. Marketing fundamentals are much more straightforward.

As marketers, we get caught up in what’s trending. When in reality consistent is more important than new. Consistency is where growth happens whether it’s in your workout regime or marketing your business. Consistency is king. When looking for an Agency or Marketer focus less on what they ‘know’ and more on what they do. I have worked with over 100 companies to grow their business using both traditional and digital tactics. The thing that works every time? Execution. Consistently following the process and getting things done. That’s what works in marketing.

Drop the jargon. Stop the talking. Start doing the work.

xoxo,

Blonde Chick

Why Is Cold Calling So Unproductive For The Vast Majority Of Salespeople?

Twenty years of research conducted by Chet Holmes, The Ultimate Sales Machine, has shown that only about three percent of prospective customers are in the process of buying your product or service right now. This is why it takes one hundred dials in order for most salespeople to get 2 or 3 First Appointments with prospects. In those rare instances, the caller has been fortunate enough to swerve into the three people out of 100 who are currently interested in buying the product or service that you sell. You must get appointments with more than just these three percent.

3% are currently interested in buying the product or service that you sell.

7% of your prospective buyers are open to the idea of buying or have already started thinking about buying your product or service.

The other 90% fall into the following three categories:

30% are not thinking about it.

30% think they’re not interested.

30% are definitely not interested.

Almost 90% of the people that the salesperson is trying to reach are not thinking about his product or service. Is it any wonder that voicemails are not returned? Is it any wonder that administrative assistants don’t cooperate? If these people are not thinking about the salesperson’s product or service then it doesn’t matter how the salesperson frames the message, the prospect is not likely to respond positively by scheduling an appointment.

Since the average salesperson is not aware of the reality of this situation he doesn’t have a clue about how to craft his initial message or how to respond to objections. Since he doesn’t know any better, he just guts it out and keeps making the calls, even though he is acutely aware of how unproductive the activity is.

Or, on the other hand, he just gives up on cold calling altogether and depends entirely on the marketing department to generate leads or he depends on networking and referrals. I like to say that if someone tells me they get all of their business through referrals, it is code for “I suck at sales.”

The problem with inbound leads, networking and referrals is that they don’t provide the salesperson with enough prospects for him to prosper.

Highly effective salespeople are able to persuade a portion of the 90% who would otherwise be disinterested, to schedule a First Appointment. How do they accomplish this? See our blog called: The Research Briefing is the Answer.

Get Call Backs From Voicemail

Voicemail can be extremely frustrating because the research shows that the call back rate on VM is normally less than 1%. The good news, however, is that this result can be altered dramatically. Salespeople who have been trained properly are able to routinely get 30% of their voice mails returned by prospects. These returned calls can potentially result in a First Appointment with the prospect up to a third of the time. This is a game changer, because now, instead of voicemail representing nothing but frustration, the salesperson is actually enthused about leaving a voicemail because he knows that for every 10 voicemails he leaves he will get one appointment! If you were to get one appointment out of every 10 voicemails you leave, how would that impact your production?

The problem with most salespeople is that their voicemail messages are entirely too long. In fact, research shows that 90% of your potential audience isn’t thinking about your product or service, so you can easily see why very few people would return a voicemail. They aren’t interested!

On the other hand, highly effective salespeople don’t give their sales pitch on voicemail. They simply say something like, “Hi _____, this is Jack Frisby. Please contact me prior to close of business today / tomorrow. The best number to reach me is _________. Thank you.

Now granted, leaving this voicemail takes a little chutzpah. However, even though it may be slightly irritating to some prospects, you will get a return rate of somewhere near 30% by using this simple voicemail. Of those returned voicemails it is possible to convert a third of them into First Appointments if you have a compelling message. By using the phrase: “Close of Business today” or “Close of Business tomorrow” (if you are calling in the afternoon), you are conveying a sense of urgency. Your tone of voice must also convey authority. You want the prospect to be intrigued enough to call back.

So, welcome Voice Mail. There’s a real human on the other end who may need your product or service. He just doesn’t realize it yet.

Benjamin Franklin and Character

benjaminBenjamin Franklin was committed to growth. He spent seven days every week concentrating on one specific character trait. At the end of each day he would actually sit down and evaluate how well he had demonstrated that particular character quality on that particular day.

He kept these notes in a journal. At the end of each week, he would move on to the next character trait on his list of twelve. He continued this pattern for twelve weeks, working through twelve essential character qualities. At the end of the twelve weeks, he started over again. This continued for a considerable period of time, namely, a lifetime.

 

How about you? Are you that intentional about developing strong character as a salesperson? What if you sat down at the end of each day and evaluated how well you had demonstrated the character qualities that enable you to be a great salesperson?

If you come to believe, as I do, that developing strong character has the potential to positively impact your sales career and your life, you will need to find a partner or two who are also committed to character growth. You will need to sit down with these partners and lay out a plan for how you are going to hold each other accountable for the development of these character qualities.

That plan might include a weekly meeting, perhaps over breakfast, where you will ask each other tough questions and agree to answer them honestly. This is necessary (not optional) because learning anything new takes hard work. My experience is that most of us are inherently too lazy or too undisciplined to stick with it when the going gets tough or the novelty wears off.

Ben Franklin stuck with it for a lifetime. How about you?