Whilst 2020 has not been what we planned for, for many, 2021 needs to be a year of significant growth if we are to return to where we were pre-pandemic. This time of year, is traditionally a time to gather your plans for new campaigns launched in the new year. This week, we wanted to offer you our top tips for business growth:
Tip #1: CHOOSE THE RIGHT MARKETING TOOLS TO SUPPORT YOUR MESSAGE
A successful campaign needs a specific approach and message which are relevant to the issues that you wish to solve. As part of this process, you will decide which will be your target markets and then choose the appropriate tools.
We are not suggesting that you have to choose one marketing tool only; you can run a number of campaigns using different tools and tactics. In many ways, the tools and tactics you use are all relevant as long as they appeal to your target markets and convey your message correctly.
Tip #2: HAVE A CLEAR SALES PROCESS:
How many times have you been told that selling is not rocket science? Whilst we agree that you should keep things reasonably simple, don’t be too simplistic. A clear process that everyone works to, can help streamline your process and increase productivity and success. Some things to consider are:
- Speed of response to enquiry
- Accuracy in identifying needs
- Demonstrating your capabilities
- Packages and standardisation of products
- Your CRM and automation tools
- Relationship building
Tip # 3: FOLLOW UP, FOLLOW UP, FOLLOW UP
One of our favourite quotes demonstrating this is from Wanda Alan, who wrote Follow Up Sales Strategies. She said that 80% of sales are made between the 5th and 12th contact, yet most salespeople only make three follow up calls or less. The number of contacts are irrelevant; what matters is that you make as many as it takes to get a definitive answer.
Against popular belief, prospects normally appreciate your follow up as long as it is done in a polite and appropriate manner. Timelines will depend on your product and sales cycle, but we have been known to keep in touch with people for several years before they eventually became clients. Don’t give up: believe in your product and remember that you are talking to people who expressed an interest in your company.
Tip # 4: UNDERSTAND YOUR PROSPECTS
When we get frustrated with following up, we take a deep breath and remember some research undertaken by DISC which identified that only around 35% of the population make decisions quickly. The remainder still like to take their time but, importantly, do make buying decisions eventually. To help you use this in practice, consider your prospects’ buying persona, of which there are four:
- The Decisive: These buyers have a clear picture in their mind of which results they want. They value rapid action so will typically make quick decisions if they feel your solution is right.
- The Interactive: These buyers want to shape events and enjoy “getting their way” when it comes to negotiations or buying something. They typically make quick buying decisions, particularly when they feel a sense of connection with you.
- The Stabiliser. These buyers are more passive and introverted and interested in the how and why of a solution. Their primary interests are in maintaining stability, so they prefer to “take their time” and weigh up all options and outcomes before making a decision.
- The Conscientious: These buyers are also more passive and introverted. They too take a much more detailed and accuracy-based approach to their buying habits. Without sufficient data to prove any statements made to them, you will fail to achieve their buy-in.
Tip # 5: TEST AND MEASURE
Once you are clear on your message and campaign tools, start experimenting to see how you get your message across best. This will ensure that you get a better return from your campaign. Here are a few things to consider:
- Try a number of platforms to promote your message
- Segment your data and send smaller campaigns to see which get better engagement
- Try to use new tactics you have not used before
All of the above are great ways to test, but the key thing is to measure your results carefully to ensure you understand what works best at the moment. One more thing to remember is to be realistic and give it time and some repetition to ensure you are being heard.
We hope you have found this useful. Should you want more, we have created a small series of targetted eBooks, designed to help you put together a successful sales process from lead generation to conversion. Click here to download them from our website.