Short business development Video from our UK colleagues

 Our colleagues in our UK office of Results Corporation have put together an excellent video that really encapsulates the basics on how we create a solid plan for optimising sales and client acquisitions.

To watch it, just click here. It may take a little while to load, but it is well worth it.

Or copy the URL below and paste it into your browser's URL address:

http://www.resultscorporation.co.uk/MARKETINGSALESMACHINE.asp?S=1

Enjoy,

Chris Newton

If you know anyone who would find value in receiving the recession proofing white paper or indeed to receive Strategy Briefs, feel free to email Daniel at: daniel@resultscorporation.com.au, and he'll organise to include them.

Mapping out your Master Strategy

If your business is like most businesses out there, you may sporadically do some unconnected, unrelated promotions, but have no real master strategy. 

As I'm sure you have discovered, this approach produces varying outcomes, and offers virtually no measurement or accountability. 

And when these random promotions DO capture leads there’s typically no system for handling them. They'll get misplaced, left so long they go cold, or mishandled because there is no follow-up system and no one has been assigned responsibility.

This results in massive wastage of marketing dollars, and massive inefficiencies, and ‘leakage’ of sales opportunities that should have been in the bag.

Now, this may not accurately reflect your situation. But even if there is a shade of truth in this scenario, you need to fix it now! 

TEN STEPS to a Lead Generation Master Strategy

A Lead Generation Master Strategy involves mapping out a series of highly logical steps, from lead to sale and beyond. This should be done before even considering the ‘creative’ elements of the pieces. 

1. Set Sales Targets. How many new sales (as distinct from repeat customers) are required in a given period to achieve the revenue targets outlined in the overall marketing plan. Define this targeted figure and you can work backwards to determine the activity required to get it. Starting with …

2. How many leads are required? Determine the conversion rate of leads-to-sales which will determine how many LEADS must be generated to achieve the sales targeted in step 1. 

3. Determine the ‘acquisition allowable cost of a lead’. As a simple example, if the company is prepared to invest $1,000 to get a SALE, and 1 in 10 leads turns into a sale, then the ‘allowable’ to get a LEAD is $100. Simple concept, but few companies know these figures.

4. One Step or Multi-step? Clearly, the bigger the buying decision, the more steps will be needed from initial lead to serious prospect. EACH promotion will have its own strategy. A website generated enquiry for example, may be followed by a qualifying phone call, sending of information with a promise to follow up, a follow up phone call, fact finding meeting, demonstration, proposal, further follow up call … and so on. It’s a system, not ad hoc activity. 

5. Sales Processes. What process will maximize sales? This depends on the nature of the product or service, and how ‘warm’ and ‘pre-educated’ the lead is. 

6. Target Markets. The correct selection of target markets impacts on your outcomes up to 1,000% or more. This one fact provides you with more leverage than virtually any other in your entire marketing thrust. What are your best target markets for new leads? The logical ones are not necessarily the best. 

7. The Matrix of Activities. When the various media options are selected, a matrix can be drawn up. This matrix shows at a glance all the efforts to be tested, dates, response lead times, and most importantly, the cost per lead and cost per sale from EACH promotion. Like the conductor of an orchestra (with the overall objectives as your music sheet), you can increase the intensity of various promotions, add new ones and reduce or fade out others as the individual performances are analyzed.

8. The Allocation of Responsibilities. Once the processes have been flow charted, responsibilities need be established to ensure that the processes identified actually happen.  

9. The ‘Creative’. Being creative is fun. But actually, it should be the LAST thing you focus on. Here’s a key fundamental truth: Once the strategy is right, the creative will come. But good creative with poor strategy will never work effectively. 

10. The Review Process. At key points in the implementation of the Master Plan, perhaps monthly for some objectives, perhaps campaign by campaign for others, review the outcomes. Are you achieving what your overall plan requires. If not, what change in direction do you need to take to get back on course?

This approach takes discipline and constant attention. But it’s so analytical, and structured … it forces you to be more successful in your marketing. And how bad can that be?

Featured Report: 40 Hot Tips for Improving Your Marketing

Inside this free report are 40 hot ideas for increasing the effectiveness of your marketing. These ideas have been drawn from a multitude of sources over time. They are the results of campaigns conducted by various leading advertising agencies and marketing companies.

How were the comparative results obtained in some of these examples? 

By using split run tests. Only ONE element (e.g. offer, headline, photo) is changed in the campaign in any one test. By isolating a feature like this, marketers can accurately track which version worked better and by how much.

A note of caution...

These results should be taken as indicators only of what might occur if re-done right now, today. Human nature doesn’t change, but lots of other variables do. And the test results apply to a multitude of different campaigns and products. So, take the results more as guidelines as to how you might trial changes to your own marketing, to lift response. That said, I'm sure you will find great value in reading about these 40 elements that have been tested, and how they have increased response rate time and time again.

Use the contact form below to request this free special report.  Ensure that you enter into the contact form the name of the special report so we know which one to send you.

Marketing and the Pareto Principle

The Pareto Principle, or 80/20 Rule is not new.  In 1941, Joseph Juran named it after Italian, Vilfredo Pareto, who’d observed that 80% of the country’s income went to 20% of the population.

In 1979, American Airlines identified that just 80,000 of their 25 MILLION travellers (3.2%) were generating 65% of their business!  This revelation saved them millions on wasted advertising.  

In fact, that revelation changed the face of marketing for airlines and many other industries with “frequent buyer” clubs.  

Savvy businesses reap huge profits by focusing on their ‘A’ clients who spend the most.  Hard to believe with this knowledge, the vast majority of businesses still don’t even segment their clients into A/B/Cs, let alone tailor communications to the ‘goldmine’ 20%.

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.

Why you should consistently seek PR...

You may be amazed at how receptive the media is to your story. If you have been performing ‘awesome’ feats for clients, and your clients love you for it, TELL your story to the business magazines and the daily press. Of course, they won't be interested in something that is a straight plug for you. But if it is tied to a theme ... like small business making a success ... winning against the odds ... helping others to succeed ... adding value to others in creative ways ... then that IS news.

When you DO succeed in getting a write-up, you'll get a boost to your profile and to your credibility. ‘If it’s editorial, it must be true!’ But the potential doesn't stop there. With the publisher’s permission and acknowledgement, reproduce the article and use it in every way you can... mail it to your clients, to your prospects, or add it to your testimonial sheet. In short, one simple article can work for you for YEARS.

If you'd like more strategies to bring your business success in these unstable times go to: www.resultscorporation.com.au ... for a free report.

Let me offer you an idea that multiplies your success up to 300%

What idea can I offer you that’ll do that? In a word, it’s your OFFER. Tests have proven time and time again that a compelling offer can generate MORE responses by up to 300%. What constitutes an offer?

Take ‘Buy one, get one free’ and another, ‘50% discount’. Same intrinsic value, but human nature being what it is, the buy-one-get-one-free offer almost consistently outpulls the 50% discount offer by 300%.

Of course, an offer can be a myriad of things… a price reduction, a free sample, a discount coupon, a free information kit, an extra strong guarantee, a free survey or consultation, free seminar, easy payment, free trial, small gift. One swimming pool company offered ‘An extra 5ft of pool FREE if you buy in the off season’. It reportedly worked gangbusters for them.

Just finally, what separates a ‘good’ offer from a poor one is often in the PERCEIVED VALUE built around it. ‘Dimensionalising’ the value. Telling its ‘magic story’.

In some instances, I advocate devoting almost as much space to describing the benefits of the OFFER – (say a free information kit or special report) - as I devote to selling the product itself.

If you'd like more great ideas for maximising your marketing, download our free "Recession Proofing" white paper at ResultsCorporation.com.au

“Please don't hesitate to throw me in the bin”

So you've written an awesome sales letter. Spent hours sweating over every sentence. But does it go out to the prospect with a closing line that says, “Please don't hesitate to throw me in the bin”?

Of course you won't have used those words, but if it says “Please don't hesitate to call me if you have any further questions, or for more information” ... or words to that effect, you may as well have said “throw me in the bin”!

Wherever possible, say something PRO-active like: “Because this is so important for your business and I know you’ll have some questions, I’ll call you in the next four days ...” Then call. Will this make you more sales? You bet!

For more great small business strategies, ideas and tips go to MarketingHelpOnline.com

Record your gems!

If we had a dollar for every time a client has called me, or come up to me at a seminar saying, “I can't write a good ad or a sales letter. I just go blank” ... and then, when I ask them what it is they do, they proceed to articulate beautifully a string of powerful selling points about what they do! My usual advice is, go write that down now! There’s your sales presentation right there.

Here’s an even better tip. Grab a friend and a voice recorder. Your friend must be someone who's prepared to listen to your ramblings. Then, with the voice recorder set, proceed to tell them why they should buy from YOU, why your product is better, more efficient, longer lasting, more durable... whatever ... and mention all the extra special things you do that customers love you for.

The point is, you KNOW what sells. It’s just that often we get a mind melt when we try to write it down. Also, record yourself actually selling your product or service, perhaps on the phone. Having done that, you'll have the seeds of brilliant copy!

Sign up to my free strategy briefs for more small business tips.

Check out my sample articles.

Bouncing back to even greater profits.

When you have just delivered a product or service to a client, this is the best time to invite them to buy again. For example, someone who has just had a great time at a resort is hot to re-book. Someone who has just bought landscaping supplies is hot to build a barbecue or a pergola.

People are BEGGING to be led, to have someone show they CARE. And inviting them to again enjoy a purchase is a great way to show you care. It can be as simple as a brochure for your next product inserted with the purchase they’ve just made, or a follow up letter or courtesy phone call.

Hard as it is to accept, the most RECENT purchaser is the most likely to buy again.

Sign up to free Marketing Strategy Briefs like this one, or check out my sample Marketing Articles.

The hidden profits in a Multiple Contact Strategy

At one of our ‘boot camp’ workshops, presenter US marketing guru Jay Abraham had the entire audience stand up. Then he said, “Please sit down if you responded to Results Corporation’s FIRST letter inviting you to be here”. Some 15% of the audience sat down. “If you responded to the SECOND communication, please sit”. Another 10% or so sat.

After he’d repeated this several more times, there was still some 35% of the people standing! What he had so graphically demonstrated was that unless you have a MULTIPLE CONTACT STRATEGY, you are going to MISS OUT on a massive amount of sales. Especially if yours is a high ticket item purchase. (Our boot camps were $4,500+)

Also, vary your communications. One might be a letter … another a letter and CD, another an email … You might include a series of testimonials, samples of your product or special report, an ‘act now’ offer … and so on. You can have a lot of fun with this and you’ll boost your campaign results!

For more great gems like this one, sign up to my free bi-monthly strategy briefs at: http://www.marketinghelponline.com.au/enterprise/3-membership-sign-up-options.html

You can also find some great 'sample' articles on my website: www.marketinghelponline.com.au

Improve your business' conversion rates

This riveting interview reveals how one business owner improved his company’s sales conversion rate from 1 in 19 … to 1 in 4 …

The interview is just over 12 mins in duration, and chock full of profit making insights to have you challenging YOUR sales processes.

Click here to hear it now: www.marketinghelponline.com.au/1.mp3 (12 mins 18 secs)

For more great ideas, sign up to my free small business marketing strategy brief emails.

Also check out the great sample articles at my website: www.marketinghelponline.com

What ONE element in your marketing has the potential to multiply your results 300%?

What ONE element in your marketing has the potential to multiply your results 300%? In a word, your OFFER. But what constitutes an offer?

It can be a myriad of things… a price reduction, a free trial, a discount coupon, a free information kit, an extra strong guarantee, a free survey or consultation, free seminar, easy payment, small gift, creative ‘value add’ …

One swimming pool company once offered ‘An extra 5ft of pool if you buy in the off season’ …

You need to test different offers for different markets. But they are an easy and simple way to get up to 300% more of your prospects to ACT NOW.

Compare ‘50% discount’ with ‘Buy one, get one free’. Same intrinsic value, but the ‘Buy one get one free’ proposition has performed better time after time. Yes, by up to 300%.

But there’s a catch. Even with a seemingly good offer, all too often the initiative underperforms. Why might that be?

Typically, it’s because the value of the offer is not developed correctly. Or more accurately, the perception of value isn’t fully ‘dimensionalised’. If the promotion simply states: ‘Send now for a free information kit’ … there’s no perceived value. However, if the promotion explains that this free information kit has 14 little known ‘trade secrets’ revealed by leading experts, or that it reveals the 8 most vital questions you must to ask before making a buying decision … or whatever … THEN it becomes more desirable.

By painting the picture of its usefulness and value, it’ll have highly qualified prospects beating the door down… eagerly giving their name and a whole lot of other vital information to get hold of the offer. Which means you’ve now got a database to nurture into customers.

In summary, what separates a ‘good’ offer from a poor offer has a great deal to do with PERCEIVED VALUE you build around it. In some instances, I advocate devoting almost as much space to describing the benefits of the free information kit as to the product or service itself. One ad we ran for a client was all about the information kit offer, and boosted responses 3,000%.

You can check out my website for some great sample articles at: www.marketinghelponline.com

For more great ideas, sign up to my free small business marketing strategy brief.