Are you like many Americans pondering the question, “Are we going into a recession?”
The answer you’ll receive depends on who you ask...some economists say it’s pretty certain within the next couple of years, while others say it’s less likely. A lot of people fall somewhere in between.
When the health of the economy is in limbo, businesses begin to tighten their belts. One of the first expenses that businesses cut tends to be marketing spend.
Now more than ever, businesses need to maximize their marketing efforts. Learn the importance of staying relevant and maintaining your company’s presence by working with marketing agencies to get through rough times.
Is Marketing A Cost Center Or A Profit Generator?
Some companies consider marketing to be a cost center meaning that it doesn’t directly add to a company’s profits. It’s just a cost the company incurs and it can be cut in rough economic times.
Others realize that large and smallbusiness marketing helps a company generate profit. But, even those who hold this belief may be inclined to cut the marketing budget and rely on their working channel without managing it or making additional investments.
Another way to look at it: Increase your marketing spend and capitalize on the opportunity brought about by your competitors cutting back on their marketing campaigns.
Why Do You Need To Keep Investing In Marketing?
What happens when you keep the status quo? You have to worry about algorithms changing, the decay of search rankings, and things that work in one quarter may not in the next.
When you let your marketing efforts go, you’ll quickly realize that the gains you’ve made are stifled or even erode when defunded.
Why Delegate Your Marketing Efforts?
In good and bad economic times, it’s always prudent to trust your marketing campaign to the professionals. You’ll be able to continue with your main job duties and make a smart investment in people with marketing ideas and services that will grow your business.
Use cost averaging to divide up the investment over time whether the market is up or down. No matter what happens with the market, you’re in a good position with your steady spending on marketing.
Also, consider making strategic investments to ensure sustainable growth over time. This type of long-term thinking and making smart investments result in good, continuous growth!
Marketing in a Down Economy
It’s important to remember that marketing in a down economy is a continuation of your marketing planning. You shouldn’t jump ship because of economic hard times. You’ve been involved in long-term planning and made an investment in marketing that resulted in sustainable growth. Don’t abandon it as a knee-jerk reaction.
If you’re concerned about how marketing might affect your business’s budgeting, we can help. Contact us to discuss our marketing services. We offer services like rebranding, strategic planning, marketing research, drip campaigns, and much more. Let us show you how we can increase your visibility within your target markets and grow your business.
Are you wondering how to generate leads for small business? Things change rapidly in the business world and so should your lead generation strategies.
If asking for referrals is out of our comfort zone, keep reading to learn how to ask your network for referrals for lead generation without making it feel weird.
Word of Mouth Marketing
A Nielsen study shows that 92% of consumers trust suggestions from family and friends more than any other advertising. Word-of-mouth referrals are very powerful.
When people get recommendations from people they know, they are more likely to purchase your products or services. Leverage this to your advantage by asking for positive reviews, encouraging user-generated content, creating sharing triggers, or starting a referral program.
When potential customers search for your product or service, you want your website to show up on the first page of search engine results. In order to do this, you need to improve search engine optimization (SEO).
This will increase your inbound sales leads because SEO drives natural, organic traffic to your website.
Did you know that on average, only 2% of visitors to a website become leads? The best way to increase that number is to have a live chat option on your site.
When you engage potential customers in a conversation with a real person, you close more sales.
Attend in-person and online networking events to help find sales leads. It’s a great way to meet new people and build relationships with people that you see at multiple events.
Approach these potential leads to learn more about their business and offer ideas of how you can help them be successful.
Don’t let your current customers get away. Reach out to them after a sale to offer support and customer service and use that opportunity to thank them for supporting your business.
Follow up with a quick conversation to make sure they understand how much you appreciate their business. Ask if they can provide you with the names and contact information of other business contacts that might need your product or service.
Ask them to give your company a positive review and recommend you to their contacts. Be sure to thank them for any referrals with a personal gift.
Small Business Lead Generation
Now that you have some new small business lead generation ideas, it’s time to put them into practice. Use the methods that are successful and use your success stories to help you gain trust and confidence. When potential customers see how many people trust you, it has a snowball effect.
Do you need a marketing service that will help you establish a marketing plan that will get results? Contact us at CommCore Marketing. Your success is our success!
One of the most common interview questions is “Tell me about yourself.”
As a professional, are you always on your toes with the best elevator pitch to answer this?
If not and you don’t want to be caught off guard, you might be interested in learning how to write an elevator pitch so you’re prepared any time you run into an opportunity to sell yourself.
Even in a planned meeting, people want you to get to the point.
An effective elevator pitch is a great tool to help you achieve your goals. It should give an overview of your skills and abilities in a speech that’s 60 seconds or less.
Keep reading to learn how to plan an elevator pitch with these tips on how to make an elevator pitch that sells.
What is an Elevator Pitch?
An elevator pitch is a brief overview of what you do and why someone should want to know more about you. It needs to create interest and explain what makes you unique. Itshould be persuasiveand memorable as well. It’s called an elevator pitch because it should last no longer than a quick elevator ride.
Key Components of an Elevator Pitch
Coming up with the perfect elevator pitch takes some planning. It needs to sound natural in your conversation and be compelling. Let’s look at the steps to creating a value proposition.
What is Your Objective?
Are you pushing a great new product? Are you selling yourself for a new job or promotion? Are you explaining what your company has to offer?
Define the purpose of your elevator pitch to keep it focused. Put everything you want someone to know about you into a concise speech.
Explain Who You Are and What You Do
Be ready to explain these things to anyone who asks. Explain how you are uniquely qualified to solve a problem or fill a position.
Be enthusiastic in your explanation and include a statement on how effective you are in solving problems.
Put It All Together and Practice
Once you have defined your objective and what problem you can solve, put it all together. Practice by reading it aloud with a stopwatch to perfect your timing.
If it’s too long, cut out unnecessary information. Remember to keep it short and to the point.
Practice it until it becomes second nature. Be mindful of your inflection and body language. Though you’re rehearsing, it shouldn’t sound rehearsed.
Increase Sales With Your Value Proposition
When you write a sales pitch, it should explain why someone should purchase what you are selling even if it’s you. Your value proposition needs to clearly show what makes you different or unique and the best choice out there.
Looking for ways to increase your sales with marketing strategies that work? CommCore Marketing is at your service. Contact us today by phone, email, or via our online form to see what we can do for you.
In the business industry, many disciplines overlap, including sales and marketing. But what are the differences, and who decides those differences?
Each branch of business has specific purposes and the standards by which we define them. For example, sales have ABC sales, and marketing has the marketing funnel.
Below, we’ll explore the fine line between marketing and sales so that you can decide how they’re related—or not.
It’s not surprising that when one thinks of the term “sales,” we revert to thinking about telemarketers cold-calling our landlines or promotional agents accosting by passers on the street. Frankly, sales have a history of being impersonal and pushy.
Sometimes the strategies work; after all, when you approach customers with the quantity vs. quality mentality, it does seem easier to call or email until someone responds. However, nowadays, sales are more complex. Rather than using apparent tactics and persuasive gimmicks, sales agents and small business owners listen to consumers.
Similarly, marketing practices used only print resources. Yet, since accessibility for the internet has become more widely available in recent decades, marketing has expanded online as well, creating a whole new industry called “Digital Marketing.”
Marketing with only print and in-person practices may still work for some, but the industry is changing as fast as the internet. Defining marketing by its traditional definition is no longer an option.
In the modern age, the sales industry is more sophisticated. Small business decisions are more calculated, and efficiency is targeted for specific results.
Meanwhile, business marketing tries to figure out what does and doesn’t get customers’ attention. Business owners and marketers alike are developing skills to stay relevant on the digital and print front.
But flip these definitions. Replace the words “business marketing” and “the sales industry” in the sentences above. Does it really change the meaning of the sentence?
No! That’s because as we try to optimize our businesses, the line between sales and marketing becomes blurry.
When it comes to defining sales agents’ and marketers’ key actions, it can be hard to tell the difference. Both want toincrease traffic and revenue while driving engagement. They also aim to retain more customers.
Gone are the days of quantity over quality. Now, businesses can focus on retaining and growing their client base.
Conversely, there are still some key differences in each department. Sales and marketing employ significantly different software and technologies to compel results. Each one has been tailored to meet the specific requirements of that department and its common purpose.
They also use different growth and measurement models, though even these models can be tweaked to serve the other’s purpose.
Do I Have to Choose Between ABC Sales and a Marketing Funnel?
Depending on how you choose to look at each discipline, they could be the same or completely different—so no!
If ABC sales tactics work for your marketing department, go for it. You would rather use the marketing funnel to attract sales leads? What’s going to stop you?
While both sales and marketing have key similarities and differences, it’s important to note that there could not be one without the other. That’s what makes each discipline so effective—and hard to define.
It’s up to you to find the fine line between marketing techniques and sales.
If you’re looking for a marketing service that creates innovative results, contact usat CommCore Marketing. Our service is defined by your success.
Let’s be real. “Always Be Closing” (ABC) selling is not a nice way to sell to people.
What is ABC Selling?
This is a sales method that’s been made famous for decades thanks to a 1983 play called “Glengarry Glen Ross” where four real estate agents readily engage in a number of illegal and unethical acts in order to sell unsavory real estate to innocent prospective buyers.
The movie version came out in 1992 and produced this famous scene with Alec Baldwin that’s had salespeople everywhere uttering the phrase “always be closing” ever since:
Once you know this sales method originated from a play about unethical selling, it’s kind of appalling to think that it’s been applied as a sales philosophy in real businesses for years now.
Why ABC Selling Isn’t Effective Anymore
Sales “experts” have actually published books about this and why it works. But since the coming of the Information Age and the power it has given buyers in the marketplace, ABC selling is simply not a viable method for salespeople anymore. Yet salespeople still continue to use it today, attempting to use buyers as means to a profitable ends.
Nowadays, that’s just not effective. Salespeople that come into a sale with the mindset that they will continuously push the sale forward until they’ve closed it are the salespeople who get ignored. These are the salespeople you roll your eyes at or feel uncomfortable around because you get that feeling that you’re being pushed into buying.
Telemarketers are the token example of ABC selling. Think about the calls you’ve gotten in the middle of the day insisting you pause your work so you can listen to their long-winded sales pitch. Think about how these people seldom listen to your concerns, because they’re too busy pushing on through their worn-out sales script.
You immediately get the feeling from these people that they don’t care about you at all. They only care about making a sale. That’s when you’re ready to hang up on them and avoid telemarketers forever more.
It’s not just telemarketers. There are pushy salespeople in your email inbox and in person too. But no matter where you experience these salespeople, you don’t want to engage with them because they make you feel used. They make you feel like just a piece of capital to gain, rather than a human being.
I’m speaking from the buyer’s perspective because, as salespeople, it’s crucial for us to sympathize with the buyer. After all, buyers are people too.
Alternatives to the ABC Sales Method
This is why salespeople need to seek alternatives to the apathetic ABC sales method. Here are three effective alternatives to connecting with prospective buyers in the sales process:
1. Seek to Solve a Problem for the Prospect
We as salespeople need to dump the idea of “selling” to the customer. Instead, we should think of ourselves as guides to helping the customer buy.
This means recognizing that buyers are out there with problems that can be solved with your solution. But it also means recognizing that there are buyers whose problems do not align with the solutions you’re providing.
You can’t help everybody. Nor should you. Why? Because trying to solve somebody’s problem that isn’t a good fit with your solution is a waste of your time and resources. Qualified leads are key to making sales. The qualification of these leads is simply identifying if you have the right solution to a prospect’s problem or not.
With the ABC method, the buyer’s problems are rarely, if ever, taken into consideration. But this needs to be a priority. Neither buyers nor salespeople want their time wasted, so why press on with a solution if it doesn’t solve the problem?
You, the salesperson, and the buyer should be working together to solve a problem. Being mindful of this will make all the difference in finding qualified leads.
There’s no need to over-complicate things. Think about it from the buyer’s perspective. Put yourself in their shoes. Seek first to understand. If you form a connection with a prospect and actively listen to all their concerns, you will be able to not only more efficiently qualify your leads, but also better frame your proposal in a way that builds upon those concerns.
2. Meet Your Prospect Where They Are
The modern digital sales funnel has three stages:
First people become aware of your business or brand, that’s the top of the funnel where the most people are. A portion of those people in the “Awareness” stage move to the “Consideration” stage where a prospective customer engages a little more deeply with your brand to consider buying. They may spend more time on your website, reading your content, scrolling on your social media feeds, or calling to get a quote. When a prospective moves to the “Decision” stage, they decide to make a purchase from you and you engage them further to maintain their loyalty and lifetime value.
It sounds simple, yet so many salespeople fail to consider this process. Not every buyer and salesperson comes into contact at the top of the funnel, either. Every buyer is at a different place in their journey.
And this is where the ABC method fails: ABC starts with awareness then ploughs through to decision allowing little to no consideration and little engagement afterwards. It’s a very one-and-done type of sales method, and has no regard for a buyer’s prior knowledge.
So this really requires a deeper understanding of where your prospect is in their journey, meeting them wherever they are, and acting as a guide throughout the rest of journey down the funnel.
Most prospects will be at the awareness stage. At this point in the journey, the buyer wants to be educated about a solution to a problem. They need to be provided some sort of knowledge and value so that you as the salesperson are seen as a credible and source for value. At this stage in the funnel, you’ll want to provide relevant value through content and social media marketing as touch points.
However, some prospects you come into contact with will be farther down the funnel and will have more knowledge about the solutions you’re providing than those in the awareness stage of the funnel. Out of respect for the knowledge that the prospect already has, you will meet them at the consideration stage.
Those prospects at the consideration stage are warm leads so the touch points you will provide them will be nurturing— through newsletters, blog content, landing pages, and sales copy in ads or emails.
The prospects who have made it far enough down the funnel that they’re ready to make a decision are the people who you should be looking to close sales with. The touch points these prospects need are calls to action.
Once you’ve closed the sale, that’s where the ABC sales method stops. But you have to keep in touch with these customers. Not only do you want them to buy from you again but you want them to share their experience with their friends, family, and associates.
Touchpoints of engagement post sale include:
Public Relations and Reputation
Instead of thinking of sales as a mechanical series of actions that you do to customers, you should think of it as a series of responses to your customers needs and requirements— actions that you do for your customers.
Every step into the funnel is like a mini-close. If you come in with the right touch point at the right time for the right prospect, the sale will be an afterthought.
3. Customize Your Sales Process
Sales and dating have a lot in common. Every prospect is going to move through the sales process differently, and to be successful with sales you need to be able to respect that.
Some will want to take it slow while others are comfortable making the decision to buy more quickly. Just because you as the salesperson may be experienced in moving through the sales process does not mean that the buyer is too. It’s a big mistake to assume that every potential buyer you meet will be the right fit and move the same way through the sales process
As any person who’s dating to build a relationship, a salesperson should be flexible enough to allow the buyer some room to let the sales process play out.
It’s not comfortable for you as the salesperson either to put the pressure on to make a sale, so just don’t do it! By giving up control of the buying process and allowing them to come to you when they want more information, you’re acting as a helpful guide rather than a sleazy salesperson.
Side-note: This doesn’t mean you as the salesperson are obligated to let prospects run the show. You, unlike the prospect, have successfully sold this product or service many times before and they don’t know how the structured process(es) will get them the solution they need.
Work with your prospect to understand their decision making process and then use that information to sell. Like any human being, prospects need to feel like they’re being heard and respected. Forcing a cookie-cutter sales process on them just won’t work.
Crafting an individualized buyer-focused message is key to moving prospects through the funnel in a way that’s most likely to maximize sales.
The ABC sales method isn’t going to cut it anymore. It’s a waste of time, resources, and energy, it inhibits profitable growth, and is a disrespectful way to sell.
Focus on being a helpful guide to a buyer rather than a salesperson. Seek to be someone who provides solutions at the right time, in the right way, to the right person. Meet your prospects where they are in their buyer’s journey and guide them in a way that works for them as individuals. With these more attentive approaches, you set yourself up for sales success.