Archive | March, 2012

Are You “Catching” Your Prospects?

28 Mar

Secure your prospects contact information!

You spent your hard-earned money on an advertising/marketing campaign. Β Maybe you decided to pay for a digital marketing ad or a print ad in your local newspaper. Hopefully, your goal is to attract and convert new prospects (or remind existing clients to buy again) to at least break-even on the marketing dollars you spent to run your advertisement. However, there’s an important step that many small business owners miss: capturing prospects contact information! What if the prospect isn’t ready to buy right now? Let’s see how you should handle a new prospect.

Prospect contacts your company after seeing your advertisement

1) The very first thing that you should do is collect the prospects contact information (name, phone number, email address, and HOW THEY HEARD ABOUT YOUR BUSINESS). Your sales script could be: “Thank you so much for calling/emailing. Before we get started, I just need ask you a few questions.”; Now collect the contact info (name, email, phone number, SOURCE OF BUSINESS).

2) Enter the contact information in your CRM (Customer Relationship Management) software. My favorite CRM is Infusionsoft . The customer relationship management system will easily allow you to easily track your prospects and customers. You can add notes, automatic follow-ups, and important files to each specific client/prospect.

By capturing the contact information up-front, you increase your odds of eventually closing the deal. Also, by capturing the SOURCE OF BUSINESS (How did you hear about us?) and recording the source of business, you can easily track your ROI (return on investment) for marketing expenses. Then, you can either tweak your under-performing marketing campaigns or eliminate the under-performing campaigns.

Remember: always, always, always, ALWAYS collect prospect and client contact information. The information will allow you to follow-up on potential sales withe prospects and nurture your clients so they become repeat buyers and raving fans for your company!

Happy Marketing!

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Don’t Lose Focus of Your Core Prospects and Customers

23 Mar

Get clear about the customers you're targeting

While working with small business owners, I often find a recurring problem: most small business owners don’t have a clear target customer. When I ask business owners to describe, in great detail, the type of customers they hope to attract, I’m amazed when the business owner doesn’t have a solid answer. If you don’t know the type of customers you want to attract, how in the world do you expect to operate a sustainable business? By not having a target, not only will your marketing efforts fall woefully short, but also your products and services will likely fall flat.

In order to maximize your marketing efforts by identifying your target customer, you need to spend time thinking about the type of customer you want to attract. Gender? Age range? Education? Income Level? Buying habits? Price sensitive? How do they make purchases? Married? Single? Divorced? You need to study your target customer like you’re a trained international spy. Watch them walk; observe what they wear; where else do they shop? Why do they buy? This is the first step in creating an effective marketing campaign. KNOW THE CHARACTERISTICS AND HABITS OF YOUR TARGET CUSTOMER. Describe this target in great detail, so that you can easily describe your target to others, and they will know exactly the type of person you’re talking about.

Think of it this way: imagine you were trying to catch a mouse, and I had no idea what a mouse looks like. You would probably describe it as: small, furry, grey, four legs, whiskers, 4 to 6 inches long, 2 inches tall, fast, likes to live in walls and basements (this is how you should describe your target customer). Now tell me how to attract it: likes cheese and peanut butter. Β To increase your customer base and create wildly-successful marketing campaigns, do the following:

1) Describe, in great detail, your target customer

2) Determine what attracts that specific set of customers to your products/services

3) Create an advertising and marketing campaign directed squarely at your targets preferences

4) Capture your target customer and convert them to a happy paying customer.

Happy Marketing!

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