Marketing Advice
the complexity from your business to make the sales process easier and allow your business to scale. You need to set up the below:
• A branded email, not a generic Gmail or Outlook email. • Set up a CRM to manage your contacts, data, communications and deals. I recommend FreshSales Suite. Track communications between your team members with your contacts. Record phone calls for training and quality purposes. It also serves as an audit trail to protect you from false claims.
• Set up a digital phone system. FreshSales Suite allows you to call contacts from your desktop or mobile phone using their app, with a landline number.
• A calendar system; use Calendly or Acuity so that if customers want to speak to a specialist about their order they can schedule an appointment with you. Use these calls to qualify leads quickly. Stop being reactive to inbound calls.
• Invoicing software: Use a platform such as Xero or Invoicely to send invoices and allow you to take card payments so that you can close deals faster.
• Create a price list that you can use for consistent quoting. Include any set up charges, fast turnaround fees or any other relevant fees you need to cover your costs.
If you get these basics set up then you’ll have a system in place. Lead generation
• What are their barriers? • What type of products do they want? • What’s the average size of their order? • How quickly do they normally want their products made? • How can I get their attention and get them to speak to me? Take some time to really understand your customer. Set a goal, then reverse engineer the process to acquire more of these customers. Following the AIDA model to create a marketing plan: • Awareness: Get their attention. • Interest: Get them to enquire. • Desire: Send them a quote. • Action: Close the deal.
Serve them well and they’ll be repeat customers for a long time to come.
Building authority and traction
No leads = no sales. No sales = no business. Build a system to consistently generate enquiries from high quality prospects. These four key indicators that will show us how effective your sales and marketing efforts are: • Enquiries generated. • Qualified prospects generated. • Quotes issue. • Deals closed.
You can measure all of these stats and improve them over time. In one year I managed to get my business’ quarterly average deal value from £1,000 to £2,600. I focused on larger deals from a specific market segment, increased my MOQs and implemented a minimum spend policy.
Larger deal value meant we could actually take on less customers which created greater efficiency. How you generate these leads comes down to who you’re targeting. Once you’ve identified your ideal customer you can create a plan to target more just like them at scale. Ask yourself the following questions: • What are my ideal customers’ jobs, pains and gain? • What do they want to achieve?
www.printwearandpromotion.co.uk
Positioning yourself as an authority online is one of the best ways to get traction when it comes to lead generation and sales. By consistently posting engaging, relevant content, you can educate potential customers, build an audience and build trust. It makes it easier for people to decide to work with you too. Below are the basics you’ll need to become an authority to aid with your lead generation and sales: • Consistent posting of valuable content on social media platforms. Don’t just sell. Entertain, educate, interact.
• Capture leads through a contact form on your website. Make sure your website looks good and contacting you is easy.
• Create a newsletter to nurture leads. Remind people who may have forgotten about you that you’re still there.
• When you’ve created enough content, run advertising campaigns to your social media pages. Your audience will grow and your inquiries will increase.
In summary
I hope I’ve helped demystify sales and marketing and given you some food for thought. The world might be changing, but sales and marketing isn’t going away and I believe that for businesses to survive, they must adapt to these changes quickly. There are so many tools and frameworks you can use to give yourself the competitive advantage.
While I no longer run a decoration company, I’m always open to helping others out where I can. If you found this article useful then I would love to hear from you!
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