Business people presenting their services or products say one of the hardest things is how to close the sale.
Sometimes wording can made the difference. Try not to ask Yes or No questions. MOST people will say No – at least at first. But if you give them a choice that does NOT include NO, your odds of closing a sale, or at least getting enough info to close the sale greatly increase.
Asking their opinion is a good way to establish rapport, yes or no can be perceived as confrontational and pushy, and, of course, a NO ends the connection. Sometimes trying to close a sale too quickly makes the potential buyer leery that they are missing some info and making too hasty a decision – or worse, making the wrong decision.
Take the “mom & cookies” scenario. kids ask – Mom can I have a cookie – without even processing the question – Moms say NO immediately, most of the time. No question as to whether it is too close to a meal, or any reason why the child shouldn’t have the cookie. Kids ask over and over, and always ask Why can’t I have a cookie? – til Mom reacts 1 of 2 ways… Because I said NO! or sometimes, for the lucky kids, an exasperated YES, OK all ready! Either way Mom is a little annoyed. And she probably had no reason or them NOT to have the cookie in the first place. Same with business owners. Yes or No sort of takes the person who has to answer out of the decision – a CHOICE makes them part of the discussion, and they feel they had the proper information to make decisions. A YES is too scary, leaving them questioning the decision. A NO seems to feel like you are not making a bad decision too fast, and without enough information. But you could be passing up something good. Options are just that – options, and give you more time to think about a decision.
Does it work – what do you think?! YES or NO
(bet you aren’t sure how to answer, so most will say probably NO!)
But if the question was – do you think doing A or B would be better for you? You get info, the business owner gets to weigh 2 different options. They see you have solutions for them. And it is not as confrontational a meeting or phone call. And with an option answer, they usually do not just say NO.
When trying to set up a meeting by phone, if you ask can we meet – odds are, you’ll get a NO. But, if you ask, what is better for you, next Mon at 10am, or Wed at 2pm? you stand a better chance of getting the appointment, if not at one of those times, possibly an answer would be – actually, Tues at 11am is better for me.
Try it – it can’t hurt. Which would you prefer – a NO or an informational answer leaving the conversation open for more opportunities?
It has gotten a lot harder to look for work or clients with the trend towards remote interviews, and outside HR departments. Job posting sites are a help and a hindrance. Companies get hundreds of resumes for each job they post, and a lot of them do not even fit the description of the job listed. Yours can easily get lost in the myriad of applicants. Interviews are rarely in person, and even though you see each other on a Zoom call, it is not the same as person to person.
How can one person stand out? It may be time to do some of the old fashioned #it’swhoyouknow type of prospecting for work or clients. Talk to people you know – talk to the businesses you patronize. They, or someone they know may need some help – and if they already know you, that’s half the battle.
Years ago, a friends daughter was in college and I was on the board of a charity – organizing a golf tournament. As with most charities, we could use all the volunteer help we could find. My friends brought their daughter, and she was such a great help that the non-profit wound up hiring her! She went on from there to do extremely well in her chosen field of social work.
Right now it’s hard to volunteer, most of the in-person events are on hold…but…you can still “talk” to people you know. Emails keeping in touch, maybe a phone call to some, or on social media. Mention to contacts what you are looking for, what type of job, or client, or even a service you need. Keeping you in their mind and working through referrals is still a great way to prospect and network.
Things have changed, and probably after the Covid lock downs are lifted life won’t go back to pre-covid norms, but we all have to adapt. Doing nothing will get the only guaranteed result- NOTHING!
Although 2020 has been a very strange year that will never be forgotten – life, and business, has to go on.
It’s time for business entrepreneurs to #takestock – time to decide if and what business you want to keep, or what new business prospects to pursue in 2021. With the past months of restaurant and retail restrictions, curfews, and general cut backs on spending and with Holiday shopping over – people are trying to get back to normal – if there is really a return to normal. Most feel that we will have to accept a #newnormal, especially for businesses.
ALL businesses were affected and more of a negative impact has been, and is, being felt by small locally owned businesses.
It’s time to take stock and see if you can adjust your business services to fit with the lower budgets, and smaller number of clients to go around. Owners will be much more careful of how and where, and with whom, they spend their limited budgets.
Look at what you offer in a new light– try to see it from the prospective of an owner who has a limited budget to spend. See if YOU were doing the buying or contracting for services, would this be what you could afford and bring you the results you want? While it’s still true that you have to spend money to make money – it does have to be a carefully thought out decision.
A lot of small local businesses have closed, and more will unfortunately close in the coming year . Make sure what you do business-wise is really what you want to be doing. MANY entrepreneurs are looking at new services to offer. If you can position your product or service to really help a business owner not only stretch his budget, but truly help keep them in business and eventually grow.
We all need our salespeople, service people, entrepreneurs, suppliers and small, locally owned businesses to help keep the local economy thriving – we need to have all the $$$ we spend stay local.
No one can actually tell you what to do in your business for the new year and changed conditions, you have to sort of “go with your gut” and not make decisions while in panic mode.
We have a few more days before business life starts back up the first full week of January. Make plans. Make lists. Then DO something – it is still better to do something, than nothing.
Here’s hoping and wishing we ALL have a better, healthy, happy 2021 both in our personal lives and careers – Happy New Year!
Many businesses, especially small and locally owned, need to use creative ways to promote. In a previous blog, I wrote about Cross Promoting with other businesses in your area.
This will talk about HOW to USE the information you gather. It’s a waste of time and money to just run a contest, give away a prize, get information and feedback and then do nothing with it.
Entry forms: if using to build database for future emails – name, phone and Zip Code are important. Gathering information on zip codes can tell you where the bulk of your customers live. It’s a good idea to start off the entry form “box” with a couple of empty folded forms – people will enter when they see other entries.
Using the information correctly is vitally important. You may want an outside eye on this – getting a Marketing Consultant who can interpret this info and use it to YOUR Advantage can be a HUGE ASSET to your business and save you money in the long run – while creating new customers and cash flow.
After the contest: you should send an email newsletter out to your database, about the contest that just ended, what the prize was and WHO WON it – just a first name and initial of last name – do not give out personal info! (You had already hopefully sent out info about the contest and how to enter to your existing database.)
SPECIALS and TEASER: Run a special that you can announce to get customers back in quickly. Tease to watch for details coming on NEXT CONTEST!
Sales info: use your sales information to see what products were popular during the contest timeframe, IF sales increased, and any other feedback you may have gotten from customers. Then highlight the item(s) by running a promotion or sale, possibly with a buy 1 get 2nd half price or combo a popular item in with a package of 2 or more other products.
Customer flow: ask your staff, or take note yourself, what the popular days and hours were – you could even use different color paper for the entry forms to track day and/or times of entries – then possibly have a Special on the Off-Hours.
Follow-Up: make use of the information gathered by running either a SALE or in-store special – give the customers a reason to come back. With the tight budgets right now during Covid, businesses need to give the buying public a reason to choose YOUR place over a competitor.
With so many brick and mortar stores closing and going on line, small businesses need to be pro-active in creating reasons for consumers to come into and shop, dine, use the services of small locally owned businesses.
Remembering your customers names if possible goes a long way in a customer returning and bringing others with them, especially in a restaurant. Everyone wants to feel a little special!
Owners cannot do it all – getting the right help is so important in keeping a business viable!
Most business owners, managers and staff have heard the term #Cross-Promote at one time or another. But many are not quite sure or understand what it really does.
Cross Promoting with other business(es) in your area can extend your (and their) budgets, save you $$$, and generate new customers.
Running contests in your store is a good example. Find a business that doesn’t compete with you (you would not believe how many times I have heard of contests that have actually LOST customers for the contest running merchant!) – ask them about being part of the contest by providing a prize for the winner. A small item AND a Gift Certificate to their store (as well as yours) so winner has to actually go into their store to claim prize. Do not use % Off or BOGO coupons as prizes! Value of prize should be worth enough for people to want to enter and win. At least $25 but of course the higher the value, the more entries you’ll get.
Too many prizes are beautiful items or gift baskets OR even worse, I have heard of owners (and marketing professionals) sending prize to winner. You want them back in your business and the other prize contributor stores. Prize(s) should be worth a trip back for the winner. Contests and prizes are a great way to potentially gain long term customers and create some talk about your business.
Both businesses should hang up signs in the business and on windows facing out explaining the contest, and have both logos, business addresses, web and social media info. You should provide the other business with the signs and flyers – the easier you make it for them, the more likely they will participate in your promotion. I would suggest saying 1 Entry per person per visit. Age requirement. No purchase necessary. There is other fine print you can add to help make contest more successful and run smoothly.
If you want to build or increase an email database, then use forms for people to enter…name, email and/or phone number as well as ZIP CODE. Zip code will give you info on where customers are coming from. Provide the business giving you prizes with the info at end of contest. Learning how to successfully use the info you gather for future sales, promotions, specials will be in a future blog.
Both of you should promote contest in store, in advertising (if doing any) and on social media. Contests can also be run on Facebook, and mobile phones or apps but those are subjects for another blog!
Have an entry box in your business, NOT right at front door – you want people to walk through store and see what you have to offer.
- Contests should not run too long. 1 month is plenty.
- Keep it current – be seasonal or topical.
- Prize should be a good value to winner
- Prizes should be able to be used soon, so not forgotten by winner
- Be HONEST when picking winner!
- Notify winner and give no more than 2 weeks to claim their prize.
Future blogs will touch on more details and some other ideas to create new customers, and excitement about your business.
If you are interested in talking to me about these and other types of creative and cost effective ways to promote your business, check out my website with contact info. BestMarketingNC.com
Sometimes in life we have to learn to take disappointment and turn it around.
A group of us went on an Alaskan cruise hoping to see whales as well as the other beautiful sights to see in Alaska. Blue Ice Bergs. American Eagles. Seals. Waterfalls. Quaint towns. Beautiful scenery. Mountains. Assorted wildlife and so much more…but seeing whales or even one whale was at the top of the list for one person. It was almost the end of the cruise and no whales.
Soooo…someone made it happen, almost – and turned it into a funny situation. The next to the last morning, we all went out onto to the balcony… and saw THIS… (our balconies were opened to each others).
A PICTURE of a Whale from the cruise line’s information magazine was taped onto to the glass of one of the balconies!
Everyone had a good laugh and what was a disappointment became a shared highlight of the cruise. It was much appreciated and a thoughtful thing to do. We can always find a way to make someone feel good about a negative situation if we try. We always say WE SAW A WHALE on our Alaskan cruise – it created a funny and unique memory for us all.
Ever notice that business owners who say advertising (or marketing or promotions) do not work usually advertise their Going Out of Business Sale? Wait, What? Amazing how advertising works when it’s too late. wink..wink!
Anyone ever wonder why supermarkets (and car dealers) still advertise? We all know they exist, we have our favorite stores, and we know pretty much what they sell – but they still advertise, run sales and specials, and do some in store promoting.
In this day and age of social media and Covid lock-downs it is really important to get your business message out to the public. There are less customers and less of their budgets to go around. There are many options – social media is one. Using Social Media Marketing PROPERLY is low cost and a huge asset in consumer decision making.
Hire a marketing consultant. It can help your business survive and even grow in these hard times. You need to get customers in, and get your message to them. We all know budgets are tight, but if a business does nothing, they will wind up spending their money on going out of business sales, advertising to generate some capital and not take too big of a loss.
No one wants to go out of business – but is happening more and more every day, especially to locally owned small businesses. Spending a business budget wisely can keep a business going, and outlast this crazy time. Hiring a professional is a smart and cost-effective way to help your business.
Ask around – get recommendations – and talk to a few potential independent consultants – they can generally provide services that fit your budget.
Trying to save your business is way better (and smarter) than just doing nothing. Don’t wait til it’s too late. DOING business is better than GOING OUT OF BUSINESS…you have to do one or the other.
Check out my website with some plans that may help your business.
There are many, many different ways to #motivatepeople to work, especially salespeople. Management knows you have to amp them up and get adrenal going to be able to cold call and sell – it applies to any type of work. Unmotivated is Unproductive!
If you’ve ever been in a sales position where you had to go out and cold call, walk in to businesses without an appointment and try to get time to present your product or service, you know how hard that first step can be. There are more reasons NOT to walk in or call, than to just do it.
Here’s a story of how one method went a little too far and was sort of funny in a “you have GOT to be kidding” way.
A memo was on everyone’s desk first thing one morning. It said that “Giant Spiders” had been spotted in the offices and that exterminator was coming, but had strongly suggested people leave the building asap. Oddly it seemed only the spiders were after the salespeople! Management didn’t have to go out?
Someone had the not-so-bright idea that this memo, what they thought was funny, would get the sales team out early and motivated!
2 things happened, and neither was what management was hoping for. A salesperson that was on the phone getting closing a large contract was told to hang up and get out of the building due to the “Giant Spiders.” Having to hang up with no explanation, or the weird explanation, on a potential big buy did not help close the sale at all.
And, although the salespeople all left, they gathered at a local fast food place to complain about the whole issue. So the motivation turned into negative attitudes, a very hostile work environment, and was counterproductive to both the staff and management.
This was a case of not thinking it through and managing to get the exact opposite results than were expected. The giant cans of bug spray some of the salespeople put on their desks the next morning was kind of funny!
Sometimes you have to think ideas through all the steps to the potential outcomes and decided if it is wort i.
Many business people are unsure of, or unclear what PR is; is it advertising, marketing, press releases or what?
PR – #PublicRelations – is just that – what YOUR relationship and the face of your business is to the public, your existing and potential customers.
- “getting caught at doing something good”
- releasing info on awards you have won
- charity or community work putting business in the public eye.
- establishing someone from your company as an “expert” that the media turns to when they need expert opinions or facts on the subject of a story they are doing (print, radio, TV, Social Media, etc).
Having someone handling what info gets put out is generally a good idea, especially for a small business. It is better to have someone other than the owner or manager of a business, a professional at PR, telling what your business and you are doing and how you are giving back to your community. Sometimes an owner (or manager) can put the info out with the incorrect emphasis, where it may be perceived as advertising, rather than a public interest story.
A PR person also knows what is trending, what people are talking about, topics and events that are time sensitive and current, and knows how to showcase and promote your business with the emphasis on the right points. A business owner or a manager (or your marketing person) should be also involved in #localcharities or #communityevents.
Writing and distributing Press Releases in the proper format, using the buzz words and trending topics, and distribution are so important to getting your info “picked up”; showing how a business (and owner & staff) are real people doing real-life things.
Advertising and publicity just about what products or services a business offers is not always enough of a “recommendation” – you need to show the “heart” of your business.
Public relations is the practice of deliberately managing the release and spread of information between an individual or an organization and the public. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Wikipedia