Increase Sales Blog

This week I received several sales leads asking for me to provide solutions that in all honesty are not in my area of expertise. In one case, I suggested a local government taxpayer funded service while in the other two cases I made referrals to firms that are truly experts. In the fourth case where the person wanted a life coach, I made no referral, but suggested to research individuals in her community using social media sites such as LinkedIn, Facebook as well as outreaching to others.  Sales Coaching Tip: Sometimes it is far better to turn down business than to accept business that may generate a higher cost on your end as well as a dissatisfied customer.

During challenging economic times, many small business owners believe they can be everything to everybody in their goal to increase sales.  This is a false belief and not only sets them up for failure, but also taints others who can provide return on investment solutions. Sales Coaching Tip:  Look to your vision, mission and value statements when making those crucial decisions should I or should I not accept this sale?

One of my pet peeve areas is search engine optimization (SEO).  Now I am in no way an expert, but I through my own efforts I have some basic understandings of what is needed to organically (that being without paid per click-PPC advertisements) improve traffic to websites.  I do make referrals to several firms such as Alan Boyer who works with improving Internet traffic and conversions using PPC or Al Konieczka who designs websites along with providing SEO and other back end technology services. These individuals do know what they are doing and can provide significant returns on investment.

During challenging economic times, small business owners believe they can be everything to everybody. This is a false belief and not only sets them up for failure, but also taints others who can provide return on investment solutions.  Sales Coaching Tip: By accepting work not in your area of expertise may hurt you in the long run because this is all about business ethics.

However many small business owners even when they do their due diligence end up contracting with local marketing firms who are clueless or next to clueless about SEO.  Yesterday I met with another small business owner who had interviewed several firms and thought he had made the right decision in hiring one marketing firm. Now he is considering he will have to find another firm because of the disappointing results so far. Sales Coaching Tip:  An unhappy, dissatisfied customer is one expense no small business owner can afford and usually a result of inconsistent business ethics.

In marketing there is a world of difference between producing glossy, graphic rich brochures and creating a powerful integrated marketing plan that unites both traditional and Internet marketing. In a past column for the Post Tribune, I interviewed Sue Grossbaurer who truly understands integrated marketing and her clients have the results to prove it.

With so many solo business entrepreneurs in the market place, now is the time to develop those strong strategic partnerships where you can unite with others who share the same business ethics and very quickly expand your sales force.  My business has grown because of those very specific strategic partnerships.

Desperation to increase sales is a powerful motivator. However, if you want to be recognized as a credible and authentic results focused small business owner, then be honest, fess up as to what you do not do well and make a referral provided you can. You will make yourself look good through the demonstration of your business ethics and not to mention increase the trust with that current potential or existing client.  The time will come when you can provide a cost effective solution. Sales Coaching Tip: Remember, sometimes business ethics means just say No.

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