Making a Sale is a Simple Process

To many businesses, the process of a sales campaign is still such a mystery. I thought I'd try to clarify it a bit in this article:
http://www.allisonbliss.com/newsletter/archives/sales-a-simple-process.htm.
Here’s a tip: for businesses that sell services, it’s critically important to build relationships, not just do impersonal advertising which is often too generic disallowing you from getting to know the people you’re selling to. I know it seems ‘easier’ to just place an ad and wait for the phone to ring, but it’s often such a waste of money for service businesses. (not all advertising, though. I have a client who’s publication brings huge rewards to their advertisers. It’s just that this ad strategy needs to be extremely well planned).

HOW DO I KNOW THIS WORKS?
Because I've made over a million dollars in sales last few years for one of my clients doing just this. It's not a mystery, it's just disciplined work, good notations so you don't keep it all in your head, people skills on the phone (you get better with time, believe me!) and a great package priced fairly for the right market with outstanding promotional materials. It might take a week or 6 months, so start now and track your progress. I'd love to hear the techniques, ideas, helpful tips that you use for your particular market, too, since each market requires slightly different strategy.

Is Word of Mouth All You Need?

"I get all my business from word of mouth". That's what I hear so often from business owners who just aren't telling the truth. Well, not the whole truth, anyway.

In fact, while word of mouth is the top method for 'marketing' services, if you do a bit of research you usually discover this:

Successful businesses don't sit back waiting for word of mouth to bring clients in droves in the door.

Accellerating word of mouth -- now that's the strategy that works. I've heard some owners on radio shows, read about them in local newspapers, or received their ezines or blog links -- which really are promotional tools that support word of mouth. There are entire books about word of mouth marketing suggesting everything from solving problems to offering fruitcakes. Really.

The important part is that in today's world people are just very busy, so to outreach to enough people to find the percentage who need what you offer, it's critical to take an active role rather than passively awaiting new clients from word of mouth 'marketing'.

Even those of us who have been around for eons find that we still need to keep in touch with colleagues, potential business owners who need our help, and with our vendors, otherwise they might forget about us. . . not that we're not astoundingly fascinating and memorable, just that there are lots of things vying for their attention. Think: billboards, newspaper ads, online gimmicks, tv commercials, itunes promos, radio shows and it's reported that we are subjected to 10-20,000 promotional messages every day. So, if you're a start up entrepreneur, you need to double your marketing efforts to compete with those already in the minds of your target clients.

That's how a marketing coach will help you. A coach understands how you've a million ideas floating around and need focussed direction on how to get your goals accomplished so you can stay on track to thrive. It's like a race--you train, you run, you stretch, you stay on track, you win. Well, at least you'll win a successful business if you know what to do, and in which order, over time.

So how do you cut through the clutter? By taking action, staying focussed, providing an unusually helpful service that people just can't live without. Work with a pro to pick the right strategies & marketing tools, and then jump in. Take action. Get out there. Meet new people. Learn as much as you can. Be a great communicator.

Of course, word of mouth is the best way to entice new clients. A trusted referral from a colleague will have your new potential client sign up for your services faster than any marketing and sales strategy. You just need to help it along by having tools in place that strengthen your word of mouth--like getting seen and heard frequently. TV, Radio, magazine or online articles, podcasts, networking--there are many more, so find something you like. And jump in.

In my unquenching thirst for knowledge, I'm always eager to hear how people are accellerating their word of mouth marketing--or if anyone just sits back waiting for the phone to ring? After all, Knowledge is Bliss.

Is Word of Mouth All You Need?

"I get all my business from word of mouth". That's what I hear so often from business owners who just aren't telling the truth. Well, not the whole truth, anyway.

In fact, while word of mouth is the top method for 'marketing' services, if you do a bit of research you usually discover this:

Successful businesses don't sit back waiting for word of mouth to bring clients in droves in the door.

Accellerating word of mouth -- now that's the strategy that works. I've heard some owners on radio shows, read about them in local newspapers, or received their ezines or blog links -- which really are promotional tools that support word of mouth. There are entire books about word of mouth marketing suggesting everything from solving problems to offering fruitcakes. Really.

The important part is that in today's world people are just very busy, so to outreach to enough people to find the percentage who need what you offer, it's critical to take an active role rather than passively awaiting new clients from word of mouth 'marketing'.

Even those of us who have been around for eons find that we still need to keep in touch with colleagues, potential business owners who need our help, and with our vendors, otherwise they might forget about us. . . not that we're not astoundingly fascinating and memorable, just that there are lots of things vying for their attention. Think: billboards, newspaper ads, online gimmicks, tv commercials, itunes promos, radio shows and it's reported that we are subjected to 10-20,000 promotional messages every day. So, if you're a start up entrepreneur, you need to double your marketing efforts to compete with those already in the minds of your target clients.

That's how a marketing coach will help you. A coach understands how you've a million ideas floating around and need focussed direction on how to get your goals accomplished so you can stay on track to thrive. It's like a race--you train, you run, you stretch, you stay on track, you win. Well, at least you'll win a successful business if you know what to do, and in which order, over time.

So how do you cut through the clutter? By taking action, staying focussed, providing an unusually helpful service that people just can't live without. Work with a pro to pick the right strategies & marketing tools, and then jump in. Take action. Get out there. Meet new people. Learn as much as you can. Be a great communicator.

Of course, word of mouth is the best way to entice new clients. A trusted referral from a colleague will have your new potential client sign up for your services faster than any marketing and sales strategy. You just need to help it along by having tools in place that strengthen your word of mouth--like getting seen and heard frequently. TV, Radio, magazine or online articles, podcasts, networking--there are many more, so find something you like. And jump in.

In my unquenching thirst for knowledge, I'm always eager to hear how people are accellerating their word of mouth marketing--or if anyone just sits back waiting for the phone to ring? After all, Knowledge is Bliss.

easy shopping cart, ecommerce marketing tip

Often I find clients completely confused about ecommerce and shopping carts. They want to know if the steps of the purchase need to be built onto their own site, not always grasping that it's all built on the back end.

They need a solution that allows them to add and remove products so easily they don't need a programmer. So, I highly recommend 2Checkout. Details are at the box labelled "Our recommendations", which I've scrutinized or used myself http://www.allisonbliss.com/resources.htm.

This solution is easy to set up, has good tracking, low cost and really helpful customer support. Then, when companies have much more complicated inventory management requirements they can pay big bucks for those solutions.

I use my shopping cart to manage class sign ups, too. It makes it much easier for registrants.

I Need It Right Now! Marketing Coach to the Rescue

I've noticed that a Marketing Coach is most helpful when someone needs an answer RIGHT NOW and you can respond when they're stuck on an issue.

One of my clients, a massage therapist, is opening a new wellness center expanding her offerings with partner practitioners. Naturally, I suggested as part of her expansion strategy to let her existing clients know about her new center.

She needed to get an invitation in print today so emailed me asking for an edit check on her text. It was fine, just needed some minor tweaking which I handled just while awaiting a callback. ahhh, mission accomplished.

So what does everyone else do when they don't have a coach standing by for them? Or the answer isn't available immediately on google? I'd certainly like to have someone standing by to help me but not sure where to find this mentor.

I'm always curious on sources. After all, Knowledge is Bliss, right?

When You Need Help Right Now: a Marketing Coach!

I've noticed that a Marketing Coach is most helpful when someone needs an answer RIGHT NOW and can respond when they're stuck on an issue.

One of my clients, a massage therapist, is opening a new wellness center expanding her offerings with partner practitioners. Naturally, I suggested as part of her expansion strategy to let her existing clients know about her new center.

She needed to get an invitation in print today so emailed me asking for an edit check on her text. It was fine, and just needed some minor tweaking which I handled in between other duties today. ahhh, mission accomplished.

So what does everyone else do when they don't have a marketing coach standing by for them or the answer isn't available immediately on Google? Sure a qualified coach will create a marketing plan with the right strategies, but sometimes you just need immediate help getting information to the media, preparing a proposal, fixing a website, writing a brochure, dealing with a difficult client or situation, or getting new projects in the door fast! That's where a responsive marketing coach comes in.

Trying to do it all by oneself is one of the top reasons for failure of small businesses, which I call the "lone wolf" syndrome: we feel we're smart and capable and should be able to do it all ourselves. In reality, we need help with those strategies, writing, design, websites, or even plumbing that we haven't the experience to do ourselves.

And for those who just need some marketing tips, here's a few to get you start:

• 11 STEPS TO BUILD ENEWS CAMPAIGNS
  
• MY FAVORITE NETWORKING TIPS
  
• PREPARING FOR A TRADE SHOW
  
• FINDING PERFECT EMPLOYEES
  
• CREATE A COMPANY PROFILE OR BIO
  

We've an entire agency of writers, designers, web experts who are here to help when you're ready to ask. Wishing all readers huge successes this month!

Is Publicity All It's Cracked Up to Be?

Again I got a call to do some publicity for a colleague's client. Why? Because often people think marketing is just publicity, that getting your name in print will create that tipping point to make a company a huge success.

However, doing publicity without the marketing strategy behind it can be very costly without producing sustained results. Sure your web traffic can skyrocket from a great article about your company, or your phone can ring off the hook for a day or two. But without solid marketing tactics to sustain that hit, results wane quickly.

For business owners trying to do their own publicity, I found Jill Lublin's co-authored book on guerilla publicity quite useful along with Bulldog Reporter's moderated interviews with the media.

But to do PR properly you must devote solid time and effort (gee is there anything worthwhile in life that doesn't require that?) to build a media list, do some media relations, create an editorial calendar of strategy for what you'll pitch to whom and when, plus craft astoundingly fascinating pitches that command attention with the right kind of follow up.

So few people do this correctly. Many business classes teach students to spam all publications with press releases that are basically sales pitches about their business. What a waste.

So, before spending huge sums on publicity, or conducting campaigns that waste time, take a look at your overall strategy to ensure it's the right one. A marketing coach or consultant can advise on that direction, and should be able to refer a good publicist when the strategy is sound. Once you know what to do, the actual doing of it is easy. Here's a free article that might offer some traditional print media tips, too. Or "Knowledge is Bliss" as we say.

Marketing is like Gardening

If you can grow a plant, you can do your own marketing.

As I tend the heat-wilted flowers in my garden, I am reminded that marketing skills are so similar:

1. If you plant an idea, or a seed, then something will grow once it's tended. If we don't nurture our garden (or business) and keep it watered, keep developing or promoting our services then no one can find us and we'll just wilt. Sometimes it's as easy as a few blogs or networking meetings to 'water' your business and keep your clientele fruitful.

2. Something might sprout that you least expect. I've had a california poppy sprout when I planted basil seeds. I'd not known that there had already been poppy seeds latent in the earth near the basil. Same as launching a business with one service and later realizing clients really need something that was only a 'seed' of the original idea.

For example, I've a client (www.herecomestheguide.com) who writes a book & website about great locations (and certified professionals) for weddings and events. While we originally thought the book was the 'way', it turns out our add-on idea (our latent seeds) offering virtual tours was at least as beneficial to clients as our amazing write-ups.

3. Weed out what doesn't work. My friend, Beth, says a 'weed is just a plant out of place'. But if you've some task, client or even computer program that's not working properly, it's time to weed it out so your business has the room to flourish-exactly like a garden.

I found I'd been resisting getting quickbooks set up to track my financials for years & years, preferring my old excel spreadsheet system. Perhaps I was in denial about finances in my early years, fearing if my business wasn't profitable enough, worried I'd have to get a full time job, yikes. But once I weeded my fear and 'planted' quickbooks, I was able to see a picture of my business that allowed me to understand what to promote and which things were simply taking too much time for too little profit, ahhh knowledge is bliss. Removing old weeds allowed for new growth.

Sell Your Difference, Stand Out

It takes years to deeply gain insight into our differences, our positioning & our branding in business. There are actual stages a business undergoes in this evolution.

1. We launch our company and want to be everything for everyone. We believe we know how to do just about everything in our realm of business.

2. We learn that we can never know it all. We start to hone in our product specialties or services focussing on a few we do really well.

3. After some time, we realize we're much better at one aspect of our business than our competitors, so we focus on selling that. It's at this point we'll start hearing how much better ours is than our competitors. That's when we start finding clients who are a great fit for us, so we get to do more of what we like, less of what we don't. And not so surprisingly, we become more profitable at this stage.

So, how can we get to this point sooner? I believe knowledge is bliss. If we know what our competitors are really not great at doing, perhaps we can partner to help them on those items. In fact, that work for partner competitors can account for 60% of new business for your company. I know because I've done it.

Or perhaps we learn to sell our strengths and position our companies at being really solid in those strengths rather than promoting the same thing all our competitors do. For example, my marketing agency also delivers one-on-one coaching besides the teams to handle creating all promotions. This coaching is how we're different. But it took me ten years to really realize that and start to promote it. Shoemaker's kids, I guess.

I find most companies don't even believe they have competitors. What's up with that? Denial or just a lack of knowledge?

I think these steps will help simplify it: http://www.allisonbliss.com/newsletter/archives/know-thy-competition.html

In my unquenchable thirst for knowledge, I'm always seeking other opinions or techniques.

Getting Results in our Own Time

I've learned this same lesson at least a thousand times.

Good marketing is really allowing clients to get results in their own time, not in mine. When we force it, the result gets muddy.

While I feel it's my job to help clients speed toward results, in fact they have lots of obstacles to balance, new skills to learn while ramping up their marketing muscles and time management magic. I know because I've done it. Several times, in fact. I worked full time in television as a stage manager while working as a marketing director for a film lighting company, because I owned the company with my partners.

One client wrote me today about the hurdle of having two careers--the one I am helping him with and the one he does to pay bills in order to someday retire the old career. He was concerned about splitting his time for radio interviews and his unreliable schedule at his other career.

Fearing he'd not be able to even begin his publicity because he'd have too many radio hosts demanding his time right away for interviews, he wrote me:

"This is the only thing that gets in my way, emotionally. If all I had to do was market my [rear end] off with no concern or thought about another job I would fly through this marketing stuff. Emotionally, I simply get caught up in the juggling act of two careers when it’s time to start promoting something."

I thought him so wise to realize it was emotional--the fear and confusion of juggling both jobs rather than his marketing ability (since he has my help, after all). Once I reminded him the PR groundwork would take some ramp up time he could do on his own schedule, it was so simple to begin. No overwhelm, no fear, in control of one's own time management. ahhhh. It's just all about the knowledge, the perspective. Once you know what to do, you can relax.

After all, knowledge is bliss.

In my unquenchable thirst for knowledge, I'm trying to learn how to shake loose these patterns without doing actual 'marketing therapy' like a shrink, but using it to speed past issues for easier results.

Or maybe things just happen in their own time. My favorite example of that is the 15 [seemingly simplistic but really salient] point summary at this blog: http://civpro.blogs.com/civil_procedure/2005/12/15_things_13_th.html

Marketing Issues That Reduce Earning Potential

Having started my career as a musician, then an actor, director & stage manager, it took a debilitating car accident to get me into marketing. I'd always managed businesses during school so thought I'd finally use what I learned to help worthy companies get more business.

It's funny how we get pulled to solve our own issues in life. My issue was essentially disrespecting the bosses I had at the many jobs where I worked. I always felt I could do it better. (honestly, I think that is common to most of us entrepreneurs). To survive, I was forced to learn self promotion & clarity--both of which I resisted as hard as I could. I had to overcome never having enough time to do what I wanted (yes, time management is a marketing issue) and learn some new beliefs so that I could increase my earnings.

I didn't know how I specifically helped people, just that I did. It was that lack of clarity that held me back for years--just as I find with my current clients. And I soon learned that every business owner I helped had marketing 'issues' to overcome before we could reach their true earning potential.

For example, common issues are the fear of rejection in sales, the fear of overwhelm in outreach, the lack of experience enabling one to hone products (or services) to generate clarity in what they're promoting, or believing that marketing is despicable (which I used to until I learned better) rather than a tool to allow one to find those who need what we offer.

I've explored this in many articles on my website and found a method that resonated with me to dispel my hatred of marketing: http://www.allisonbliss.com/marketing-as-a-spiritual-practice.htm

While it doesn't work for everyone, it just might change one's perspective enough to bust out of those self-sabotaging beliefs that prevent our full earning potential. And the simple truth is that it's so unbelievably easy for a marketing coach to help others with their issues while ignoring one's own issues. I should know--I'm a master at waiting til the absolute last possible minute to ask for help. Like most of us entrepreneurs I feel I should be able to solve these problems for myself. WRONG.

In my unquenchable thirst for knowledge, I'd like to know what other issues marketing coaches are on a quest to solve.

How to Write a Company Profile

Many entrepreneurs find that when they're first ramping up their company, it's so difficult to write a company profile. They're not sure what to say or how to say it so people will understand their value, so the media has proper information, or so their company shows the credibility required for funding.

In fact, I think it's quite difficult to write a profile until you have a pretty clear idea of what your company offers, which takes time to sort out. Many of the students I teach try to write a profile before they've actually set pricing for their services, or figured out who their real market will be.

It's a catch 22 situation: you need a company profile for potential clients to find you, but until you've tried out your offerings on lots of clients, you haven 't really honed your products (or services) to be able to clearly describe who you are and what you offer. And hiring a writer can cost upwards of $1000.

That's why I've outlined steps to writing a profile in this article: http://www.allisonbliss.com/newsletter/archives/how-to-write-company-profile.htm

I'd like to know the resources people are using to help them since my thirst for knowledge is unquenchable. Ideas welcome!

Biggest Entrepreneurial Asset: Marketing Coach

What is it that an entrepreneur needs help with the most once their service or product is developed? I've found that it's marketing--getting their baby out the door.

It took me 10 years of helping business owners start up and grow their businesses, before I realized what they truly, desperately needed was an ongoing marketing coach to guide them through huge changes.

With a 50% failure rate, I'm hoping more entrepreneurs will succeed knowing how to find a marketing coach in this article on sideroad's expert interviews:

http://www.sideroad.com/2007/08/what-is-marketing-coach.html.