A red hot lead-generating white paper...

In this blog article we'll pick up from where we left off with how to craft a white paper that positions your business as ‘the authority’ and gets qualified prospects to ‘put their hand up’.  If you have not done so already, it might be an idea to read the first blog entry and second blog entry I have done in this series.

Example 3#: A white paper for the ages

As a business owner you'll no doubt identify with the white paper title and content we created for Sheridans Accountants and Financial Planners.  More specifically, the principal of Sheridans created the content. Our task was to help mould it into a ‘marketing tool’.

As you’ll see, the white paper asks the questions business owners are thinking, and gives simple solutions to those questions.  Each of these solutions is then supported with case studies and statistics taken straight from their client files.

Importantly too, the white paper provokes the prospect into thinking about different ways they can increase their profit, grow their business and build their asset base. Or to put that another way, to quantify the things they’re MISSING OUT ON now.

And of course the solutions eloquently showcase Sheridans' unique service and standards WITHOUT being ‘salesy’.

Being able to highlight your strengths through the medium of asking the right questions is a very powerful skill in creating a white paper.

However, a word of warning.  Remember, the white paper must not look like a brochure for your business.  The white paper must be a document designed to be genuinely informative, not simply to try to sell your services.  It is best to imply the wisdom of using your services through your case studies to demonstrate how you do business.  That said, your white paper must still have a call to action at the very end.

In my next blog entry in this series we'll look at one final white paper that netted 374 leads (and counting!).  Make sure you sign up above to ensure you receive all entries in this series.

Why some graphic designers and internet marketers are missing the point completely...

If you have ‘experts’ telling you how to design or write your website, you may be getting a ‘bum steer’.

What prompts me to write to you about this is that my graphic designer recently sent me a link to a blog that purports to ‘prove’ (through the use of eye tracking heat maps) that website visitors ‘don’t read’ ...

The contention is that the ‘old fashioned’ copy intensive format won’t work online, and that the only way to communicate in your website is with bullet points and highlighted key words and short copy.

This ‘proof’ really bothered me until it hit me during the night last night that the “232 test subjects looking at thousands of websites” were being expected to be evaluate random sites with no relevance to their interests.

 

OF COURSE these test subjects won’t ‘read’ the sites put before them.

It’s like putting a couple of hundred magazines in front of you on subjects that would bore you to death, and then watching your reading patterns!  It ain’t going to happen.  But put a handful of magazines amongst them that are on your particular passions and interests and I’m sure you’d be reading those line by line.  Right?

My take on this?  Of course, good clean layout and tightly written copy that encourages reading and scanning is desirable, but it doesn’t ‘prove’ that prospects won’t ‘read’.  

It only proves that ‘people’ won’t read sites they have no prospect of being interested in.  And really, aren’t we only wanting to talk to prospects?

If you’re interested, the link that purports to ‘prove’ people don’t read websites, (to my mind falsely so), is: http://www.useit.com/alertbox/reading_pattern.html

Anyway, I had to get this off my chest!

Want to 'close' more sales? Try 'opening' with more questions...

Here's an easy test for you to try next time you're in a one-on-one sales situation.  Consciously observe how much you’re TELLING … and how much you’re ASKING.  You may find the results of this experiment very interesting.
 

Unquestionably THE most powerful approach in selling is by asking questions: questions about your prospect, their situation, their needs, and what they're looking for.

The temptation however is to revert to TELL MODE.

A salesperson needs to be like an investigative doctor, asking about the symptoms of a patient to diagnose the problem before prescribing the treatment.  In the case of the doctor, doing it any other way would be professional malpractice.  Not asking questions in selling is malpractice too.

The great thing about asking questions and listening to the prospects answers is that you can then ‘prescribe’ the solution exactly for their needs, and use their language. 

Remember this phrase: “Based on what you've told me, 'X' would be the most appropriate service/product for you.  Remember how you said you are looking for …”

Easy.  Powerful.  And so few salespeople do it effectively.

Two powerful lead-generating examples for your SME

In a previous blog entry I introduced you to the power of a white paper.

Today we will look at two powerful and very different examples of white papers.  As you'll see, white papers can be used for almost every industry, from security providers to industrial waste pumps to professional services.

(Note:  If you didn't have the chance to read the previous blog entry, click here and read it first.  There are subtle distinctions on how to write a white paper that you will not pick up in this blog entry.)


Example 1#: Small newcomer takes on big established brands

Watchdog Security Group is an established and successful business in their ‘local patch’ in New Zealand.  But when they decided to expand their market, and venture into new locations, leads were hard to come by.

The big players in the security industry had all but tied up the market.  Being a 'newcomer' made sales tough.

We created two special reports (white papers) that would educate the market and position them as a true authority on security issues.  One targeted business security and one residential security.  It was a 'soft sell strategy' to get a foot in the door AND importantly, to build a database.

  

In the document, we highlighted the various security weak points that are well known within the industry, but little known to the marketplace.  And of course, in highlighting the weak points and how to overcome them, we had a great opportunity to showcase Watchdog Security's range of solutions WITHOUT coming across like just another brochure.

 

Early feedback on the success of these white papers is very encouraging.  The response from the marketplace is exactly as we predicted, with the company being seen as doing a valuable educative service to the community, while establishing themselves as a trusted supplier.  We’ve also crafted some advertisements to trial to endeavour to actively generate qualified leads through the media, as well as having the white papers featured on the Watchdog website as yet another lead generator opportunity.

Example 2#: 'Zeroing in' on a niche target market

What happens when you have a very specific market with only a relative handful of high end, high value prospects?

That was the case when we were approached by a supplier of heavy duty industrial waste water pumps.  While they could actually identify a number of potential prospects ... municipalities, mines, manufacturers, they knew that there would be many more ‘out there’ that were as yet unidentified.

A white paper strategy was the perfect solution here.  Their prospects were typically engineers and specifiers who had a strong technical understanding of their operational requirements, but often DID NOT know of the special unique features of these particular pumps. 

Consequently, although we still used a me-to-you approach, it was more appropriate to use fairly technical industry languaging, supported by technical diagrams and photos.
 


Promoting the white papers was a fairly straight forward exercise, with half page horizontal ads appearing in various industry specific magazines, as well as ‘pay-per-click’ advertising and SEO strategies. 

'Squeeze Page'

To maximise the requests, and therefore to build a substantial database, we designed what is called a ‘squeeze page’.  In essence, this means that visitors are ‘squeezed’ into one action step.  Requesting the reports.  We also secured a new URL to enhance search engine results – www.pumpfacts.com.au.

And while I can’t give you the actual dollar sales potential of this strategy, I CAN say that with 91 requests for the various reports coming in from specifiers and engineers from all over the country, at $50,000 to $250,000 and beyond per sale, THIS is a very powerful strategy for this application.

In a future blog article we'll look at two more powerful examples, so be sure to subscribe to the blog to make sure you don't miss them!

Until then, start penciling down some ideas for your own white paper. If you'd like us to help you create a white paper and build a promotional strategy around it, give us a call on +617 3300 6909.

Or go to our advertising and marketing website and use the contact form to contact us (don't forget to put 'help with white paper' in the comments section).  

You might also want to include a brief summary of your business, a backgrounding of your industry and marketplace, and what you are hoping to specifically achieve with your white paper.

Sales Letter and Copywriting Clinic

Before I start, let me say this is an example from our archives.  So if the ‘technology’ references seem somewhat archaic, bear with me.

You see, the copy structure and approach is the message.

This was an actual sales letter (left) inviting me to attend the release of a new software product.




You will I trust get value from being an observer to the marketing blunders this company made.

Not surprisingly, I changed the name of the company.  The REAL company is one you’d recognise immediately.

Before you go on, scan the letter they sent out to who knows how many thousand ‘prospects’.

The Curse of Assumption

Okay, so the REAL company is a big brand.  You'll know it.  But does that mean you know as much about their XANADU 3000 as they assume you do?  And will you care?

A huge mistake in writing a sales letter (or any communication) is assuming that the prospect will care about the business, the service or product, or that they'll even stop what they’re doing long enough to try to peak their interest.  They won't!

Your reader is at the wastebasket 

Write your letter picturing the prospect reading your letter by their wastebasket.  Or they have their finger poised on the delete key.  You have to create a letter that makes it impossible for them to discard it.

And DO NOT assume that because you live and breathe your business, and your products and services, that someone ‘out there’ in the marketplace will too.

Most likely, when your prospect woke up this morning, they were NOT thinking about you!  And they’ll go through the day and go to bed at night, and chances are, they won’t have given your business a thought.

Coming at your communications from that perspective, it makes you realise that you have to work many times harder to grab their attention and keep it past those critical first few seconds, and then to motivate them enough to ACT on what you want them to do.

Turn the table on yourself ... 

How many sales letters have you binned?  How many emails have you instantly deleted?

Are your sales letters stopping your prospects in their tracks and commanding their attention?  Or are they rambling on about how good your company is, or that your computer division was established in 1984?

Now, just in case you feel this letter example ISN’T a sales letter, and that it's an invitation … and therefore doesn't need to 'sell' ... rest assured its objective IS to ‘sell’ something.   Its objective is to ‘sell’ the reader on giving up two hours to come to an event, reorganising their diary, and braving the traffic snarls to get there.  It IS a big sales task.  And that's not even the first sale.  The first ‘sale’ is getting your reader to stop and read your first paragraph.  Make sense?

The 'WHO CARES? test'

Whenever you write anything, make sure you give it the ‘WHO CARES? test' first.  If it doesn’t compellingly grab the reader’s attention, hold it with riveting advantages and benefits that demonstrate how you will help them to save money, increase productivity, look younger, feel fitter, get more sales, increase their profits, or whatever, then it WON’T pass the 'who CARES' test.  Don’t waste your time sending it until you’ve re-worked it massively.

How to fix this letter

Here’s the irony.  The XANADU 3000 may indeed be some amazing new innovation that will revolutionise your entire working environment.  It may quadruple your productivity.  It may cut costs by 48%, or enable you to cut three weeks off your delivery schedules ... or any one of a myriad of benefits.

But from that letter, you ’d sure NEVER know it.

The letter suffers from ‘product peddling’.

That is, it is ‘we’ focused.  It’s all about the writer’s fascination with their company and their product, NOT what that product will do for you or me.

As well, the letter suffers from bland generalisation syndrome.

It sounds impressive; ‘… addresses the changing data capture environment by delivering the highest level of applications flexibility, without the usual penalty of performance degradation.’

But what does all that mean?

The key to powerful communication is to be SPECIFIC.

If your product delivers a 48% cost cut, don’t just say it will ‘cut costs’.  Say it will cut costs by 48%.  If customer surveys have shown that it cuts 21 days off delivery times, say so.  And go on to say that, for the average user, this translates into over $40,000 a year in savings from stock control efficiencies.  And that 27 of the users have attributed winning new contracts worth a collective $4.7 million because of their faster delivery times.

Can you see where I’m going with this?  Once you learn how to write in this compelling, benefit oriented way, you’ll truly revolutionise your communications.

You’ll win more business.  You’ll increase your profit margins.  You’ll begin to gain an unassailable hold on your niche market.  And your competitors will wonder what you’re doing.

Does that sound like something you’d like to take on board?  If it's made you feel that way, it’s because I simply did what the letter above failed to do.  I focused on what’s in this ... for YOU.

Simple, isn’t it?

If you want to learn a whole lot more about how to write amazing communication pieces, I've developed a complete writing e-program, 'Write and Design your own Ads, Sales Letters, Brochures, Flyers and Sales Presentations'. 

For more great articles, examples and tips like this, subscribe to this blog.

The Concept of ‘Soft Dollar’

The concept of ‘soft dollar’ is a simple concept. But hardly any businesses harness it effectively. 

It allows you to value add to existing clients. It allows you to develop strategic alliance relationships that get you endorsed into other client databases ... and it gives you the tools to take away the focus from price and minimise the need to discount. 

So what IS ‘soft dollar’? 

In a nutshell, ‘soft dollar’ is something you have, or can create, that has a HIGH PERCEIVED VALUE, but costs little to produce or source. 

Take a pizza store. That’s an obvious one we’re all familiar with. 

The first pizza they sell a customer is encumbered with all the overheads ... wages, rent, power, insurance, advertising, etc. 

However, if they were to offer a SECOND Pizza FREE ... what’s the ‘hard cost’ to provide that second pizza? Some flour, water, cheese and a few extra ingredients. Maybe $3. Yet the perceived value is the same as the first ... Let’s say $12.

This is a classic example. That $3 pizza, positioned as a $12 bonus, can be (and has been) harnessed as a potent marketing tool.

In a similar vein, a beauty salon may offer a $20 hair styling as a gift. Perceived value, $20. Yet, the delivery cost of that service may be $2.

We’ve helped countless clients ... in beauty salons, fitness centres, health care, retail, automotive, financial services, real estate, design and construction, travel ... to rapidly acquire new customers through this concept. It is a concept you must constantly seek to apply. Because it IS so powerful.

Let’s have a look at a few more examples. Take the situation of a professional services provider.

Virtually any professional may use this same strategy. Naturally it has to be ‘packaged’ in a professional and appropriate way, depending on the profession. But the concept is equally as potent.

Take an interior designer. This person may charge out their time at say $150 an hour. It’s VALUED at $150. But it doesn’t cost $150.

The positioning of this offer is critical. If the consultant is seen to be promiscuously giving their time away freely without positioning it correctly, then it loses much of its value.

On the other hand, if this professional ...

• positions the hour as an exploratory consultation, valued at $150 and ...
• dimensionalises the value to the prospect of what they’ll be doing in that hour to analyse, advise and recommend, AND they ...
• give reasons WHY they’re prepared to invest that time with the prospective client, an ‘investment’ in the prospect to that the prospect can fully understand the depth and breadth of the designers services and expertise ...

THEN ... this becomes a classic harnessing of ‘soft dollar’ strategy.   The consultant could launch a whole campaign around this strategy, aimed at highly targeted prospective clients.

Every business can harness this very powerful strategy. Apart from positioning an hour of your time in this way, your ‘soft dollar’ could be: 

•  one of your own low cost high perceived value products that is related to, or enhances your main product offering in some way. An extended warranty perhaps.
• a complementary product you source from someone else. You supply fitness memberships, you ‘package in’ a $55 voucher from a local massage therapist or beauty salon.
• information you ‘package’ into a special report. This one is SO powerful, and so few businesses really harnesses it effectively. (For more great tips, grab a copy of our e-book '21 Tips to Creating an Effective White Paper' ... you'll need to put "21 Tips E-Book" in the comments field)
• an audio tape of a seminar you’ve presented to prospects an interview you’ve scripted to give solutions to hot issues of the moment

The possibilities for ‘soft dollar’ are endless. If you don’t feel you’ve got the expertise to do the packaging, don’t let that be a reason NOT to do it! Find someone who can record a seminar, or a marketing professional who CAN put together a report of packaged information. 

 

Offering packaged information has been recorded to produce up to a 3,000% increase in leads. So it is worth doing.

We'll be really delving into white papers soon, so sign up to this blog to make sure you don't miss that series of blog entries.

The Truth About Advertising

For years decades there has been a debate as to whether ads must be kept brief with lots of white space and few words.  The reasoning being that 'people won't read all those words'.   The other side of the debate, advocates insist that ads with a LOT of words, almost no white space and maybe even no photo will work many times more effectively.  So which is right? ...

Well, to answer that, we need to go back to the very basics and ask: What IS advertising?

First, here's what advertising is NOT.  Advertising is NOT 'getting your name in front of the public'.  If anyone tries to tell you that, they're wrong.

Advertising is 'salesmanship'.   It is the act of selling a prospect on what you have to offer.  That 'sale' may be to call your office and make an enquiry.  Or to walk into your business and browse.  Or send off for information.  Or agree to make an appointment.  Whatever the 'sale' is for your business, it IS a sale.  And to achieve that sale, your advertising has to SELL.

Often in my seminars, someone will insist vehemently that the brief copy or 'bullet point' form of advertising is the ONLY way to go.  My response to that is to invite them to the front of the room, and allow them to convince the audience to buy from them.  BUT with one important caveat they must only use 100 words or less.  They simply can't do it.

You see, when we SELL in person, we tell our 'magic story'.  We unfold our benefits, use persuasion, and show passion and enthusiasm for our service or product.  To try to put that passion into 100 words, or clinical bullet points completely stifles the power to communicate.

So why we give ourselves that handicap when we advertise whether in print, in a sales letter, or on a website, or in a brochure?  Especially as these are far less effective and engaging forms of communication than in person.

You know, I've been direct marketing for well over 25 years.  Direct marketing is a discipline where the ONLY 'truths' are the RESULTS.  And I've proven time after time that, when a product or service has to be 'sold' when presented in person, it needs to be sold in an advertisement or other promotional communication.

Not so long ago, I delivered a workshop on advertising, where I invited participants to submit their ads prior to the event, with an offer to re-work them as part of the seminar.  Here one of those 'before' and 'after' examples.



This ad (or flyer in this case) above on the left was submitted by one of the attendees.   It had lots of white space and no 'selling copy' and a giant logo as the 'headline'.  And it wasn't working.

My re-write on the right is copy intensive.  MOST IMPORTANTLY, it has a compelling headline.

Let's get this straight.  Your logo is NOT a headline.  It does absolutely nothing to give a prospect reason to read on.

FACT: The headline you write for your ad can impact the response you get up to 19 TIMES. Look at that another way.  Write a powerful compelling headline and it's like having as many as 18 more placements of your ad.  For FREE.  That is how important your headline is!

And what about the copy intensive copy?  When you read the copy in the re-write, you get absolutely drawn in to the 'story'.  And you feel more and more compelled to do something about avoiding those toxins in your body.  Never ASSUME the reader will KNOW all these things.  They DON'T!  And when they don't have reasons to act, they'll simply flip the page and get on with their lives, oblivious to your 'magic story'.

Now, if you're thinking, "Sure it all sounds good, but I can't write like that. I'm not a copywriter", I've got some good news for you.  I didn't have to write most of this copy either.  I simply went to the A&B Water people's own website, and it was all there!  Hidden away.  When they were gathering and presenting facts on their website, the 'pressure' to write an ad was off them.  And they've written some very compelling copy.

You see, if you know your business, and you have a passion for your product or service, you CAN write compellingly.  It's just that most people TRY TO WRITE AN AD, and freeze.

Here's some of the compelling copy that I 'borrowed' for my re-write ad:

Ironically, in order to kill some of the live micro-organisms in our water before we drink it, even more dangerous chemicals are added.  What may shock you though, is that perhaps the most troublesome is chlorine this potent chemical reacts with organic material in water, such as leaves and other decaying vegetation, to produce hundreds of chemical by-products known as "trihalomethanes," or THMs.

These are suspected of causing birth defects and certain kinds of cancer if consumed regularly in drinking water.  Then there is fluoride.  Fluoride is a very potent poison that is suspect as a factor in bone diseases, including cancer.  New studies are also beginning to surface that seem to indicate that long-term, low-level consumption of fluoride in drinking water may be linked to increased susceptibility to hip fractures in older adults.

Well, you get the picture!   You'll see there is a vast difference between this thought provoking and compelling 'reason why' copy, and the previous brief copy that is passive and does nothing.

When the owners of this company saw how I'd re-done their previously unsuccessful ad flyer, it was an absolute revelation to them.  They couldn't wait to get a copy of my mock-up version.  It had hit them that they had been missing out on communicating their true reasons a prospect should buy.  And that meant they were missing out on a LOT of sales.  Maybe 18 out of every 19.  Who knows?

Click here to discover how Chris Newton can help you with your advertising and marketing.

Could this get you a truckload of quality leads?

Would you like to know about just one idea for your business that has delivered a truckload of qualified leads for our clients, and for our own business? 

Well, over the coming blog articles, I'm going to let you in on just such a powerful strategy.  Especially as it can deliver those leads for less than two dollars a lead.

If executed correctly, this strategy will almost certainly deliver you a stream of high-quality pre-educated prospects - no matter what industry you apply it to.  In fact, it could be the most powerful lead-generating strategy you ever implement.

Best of all, it dovetails nicely into the promotional channels you are already using, online and offline.

What is this strategy?  Well, you may have heard me refer to this before.  It is called 'packaged information'.  More specifically, a 'special report' or 'white paper' that you promote out in the marketplace. 

By the way, don’t be put off by the term ‘white paper’.  It sounds a bit pretentious but it is a pretty good description of the function for this document, so let’s go with that.

What a white paper is, and what is it NOT...

Essentially, your white paper will be a document that presents valuable information that you’ve created and collated.  It ‘educates’ your prospective client or customer on how to address and solve a problem or series of problems they are facing.  Often though, it must start with educating the prospect that they even HAVE a problem.

(That’s why there’s such a huge untapped potential here!  Most businesses fail to tap into the market of individuals who could and would use their product or service.  But don’t because they don’t yet KNOW they need it.)

The next logical step for the white paper is then to demonstrate the solutions you can bring to the table, with subtle proof statements and case studies woven throughout. 

Bear in mind the caveat here.  The white paper must not try to directly 'sell'.   A white paper is not an ‘ad’ for you.  It is not a thinly veiled ‘spiel’ about your services. It is NOT a company brochure or a trumpet-blowing exercise.  Again, this is where most business fail in their marketing.  They try to SELL more than educate.


Specifically, the white paper’s objective is to:

• get qualified prospects to put up their hand, flagging their interest in finding out more about the ‘problem’ they may have.  
• educate your prospect through examples, case studies and logical argument to the solutions.
• through those case studies and examples, to subtly position you as an 'authority' in your field with the track record to deliver the solutions.
• and MOST importantly for your marketing success, it opens up a dialogue with the prospect.  And in doing so, gives you permission to talk with them in a collaborative way.  That permission, as opposed to trying to SELL to them, is priceless as you’ll discover. 

If this sounds a bit ‘theoretical’ so far, then hang in there for the next blog entry.   Next time we'll look at some real life examples of white papers, including our own that has generated 371 qualified lead enquiries for Results Corporation.  In short, we’ll start unpacking the secrets to how you can harness the huge lead pulling power of a white paper in your business.

Make sure you sign up to Chris Newton's Strategy Brief Marketing Course (in the top right), to receive the complete series on white papers.

For two great examples of white papers click here.

Are you looking for sales in all the wrong places?

We're all interested in ways to increase profits. But, all too often, business owners look in the wrong places for the answers while an abundance of extra profit is being lost right under their nose. They just don't see it leaking away, day after day. Let me give you a real life example.

Some time back, a client came to see me with a marketing problem. He was the owner of multiple tile showrooms. He said the market was hardening, his competitors were undercutting his prices, and he was starting to lose market share. "Chris, I want you to come up with a new advertising campaign. Something catchy and gimmicky that will get our sales up, and fast".

My response wasn't what he expected. Instead of talking gimmicky ideas, I quietly asked him: "Alan, what's your sales process? How does business come to you now? How much of your business is 'walk-in' traffic, and how much starts as an enquiry over the phone?"

Perplexed as to why I was going down this line of questioning, he told me that the market is extremely price focused, and people typically shop around for prices over the phone before they go into a tile showroom.

I asked another question "What percentage of those enquiry calls actually convert to a visit to your showrooms?"

Well, that question really set him off! "Twenty percent would be being generous!" Their average conversion rate was a real bone of contention he had with his staff.

"Alan, what's YOUR success rate in converting callers to sales?".

He fired back, "Look, I run a twelve million dollar business with multiple stores. I hope you're not suggesting I answer the phones!" I assured him that this was not my intention. But I still pressed him for what happens when he DOES answer the phone. "Well, I reckon I get about 80% coming in to buy. But I've been in the industry for a long time. I know my products backwards. And no one has my knowledge in that area."

Perhaps you can see where I'm going with this. Here was an experienced and intelligent businessperson who'd come to me convinced he needed a 'catchy' new ad campaign. But he was looking in completely the wrong place for a solution! What he really needed was something different altogether. Look at the numbers.

Alan was getting 80% conversion to a sale over the phone. His people were averaging 20%. His team's conversion to sales was haemorrhaging badly. My next question really blew the lid off his problem for BOTH of us "Alan, how many people across all your stores take these sales enquiry calls?"

"FORTY!", he answered. He had forty people taking his phone enquiries at a devastatingly low 20%. It meant every time someone in his team picked up the phone, he was losing 60% of his potential sales.
And HE thought he needed an ad campaign!

By training his people to convert, not at 80%, but just 40% I showed him that he'd immediately add some FIVE to SIX MILLION DOLLARS to his turnover. Without a cent more on advertising.
No matter what your business, there's an indelible lesson to be had here. Review your advertising by all means for increased profit opportunities. In fact, during this course, we'll be showing you exactly how to do that. But always look at your current sales PROCESS first. As yourself these searching questions:

Do you actually know what your average 'conversion rate' is? I don't mean 'guess it'. Do you accurately measure it? Do you measure it for each individual? There's great wisdom in the saying, "What you don't measure, you can't manage". As well, do you have scripts to maximise the success of your individual team members on the phone, and in face-to-face sales situations?

And do you have a follow up system to follow up sales that didn't happen right away? And a system to develop ongoing communications with your prospects? Do you programmed approach to ethically re-selling existing clients?

In each of these seemingly innocuous questions is hidden the potential for an avalanche of new sales and profits. But it IS hidden. You won't see the opportunities unless you dissect your sales process and identify them!

Get more tips like this one by joining 'Chris Newton's Strategy Brief Marketing Course'.




To contact Chris Newton, the author of this blog, go to www.ResultsCorporation.com.au