Posts Tagged ‘increse sales’

Click to Download This List, Cheap, Bad Marketing

If good marketing is to attract attention and to begin to build positive relationships, then bad marketing is just the opposite.  One very common bad marketing strategy is to build a list such as Top Salespeople and then have others click on the list to download.

bad-marketing

Credit www.gratisography.com

Several of my colleagues were recently recognized as being in the top 100 sales people (I did not make that list). Those who downloaded the list were immediately called or received a generic email.

Jeb Blount, founder of Sales Gravy, identified this as a lead generation campaign to get these top salespeople to share this so called recognition and status award with others so this lead generation tactic would capture more sales leads.

“Pure click bait!” Jeb Blount

Many SMB owners, sales professionals and entrepreneurs invest tremendous time in content marketing and building their own lists.  These lists should be guarded and not randomly shared with lazy SMBs that fail to understand the essence of marketing and look instead to the quick fix solution.

And for heavens if you are going to email someone who downloaded your click bait list then at least use that person’s first name.  To send out generic emails only reaffirms you are 100% into bad marketing.

These individuals who did click to download and left their email addresses will be continually bombarded with additional sales pitches even though they may not be the ideal customer. Each day I receive easily an hundred emails to which I never subscribed.

The use of permission based marketing through double opt in feature is rare these days. Those who are marketing appear to believe as long as I have your email address I can email you my sales pitches.

If you want to increase sales, then engage in good marketing.  This may mean you may actually have to pick up the phone and talk to someone directly.

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Are You Selling Too Soon?

This morning I received a call from a client whose daughter was having trouble converting inbound sales leads from her website.  Her small business was the benefactor of a larger website posting the link to her website.  Suddenly she was getting 5,000 hits a day. Visitors were reviewing her website and yet not one sale. My question was maybe she was skipping the sales process and selling too soon?

selling-too-soon

Marketing and selling are both phases of the overall sales process no matter what sales process has been adopted by a small business.

Selling is marketing,

but marketing is not selling.

My suggestion was for the site to have a capture form to gain the necessary information such as:

  • Name
  • Street Address
  • City
  • State
  • Zip Code
  • Phone
  • Email

Additionally something must be offered for a person to leave their contact information (think call to action). Whatever the “free” call to action offer is, it must have perceived value by the website visitor. Then she would have the opportunity to make a follow-up call.

Given her solution has urgency already embedded, she will not have to build that qualifying criterion into her marketing message. What she needs is a call to action so she can outreach to each visitor personally.

Too often sales people are in such a hurry to convert they end up selling too soon.  People buy from people they know and trust.  Pictures and text alone especially within certain industries will not increase sales. So maybe it is time to confirm you have begun to build the relationship by not selling too soon and instead place an extra step in the marketing phase of your sales process.

P.S. If you wish to differentiate yourself from your competitors in 2013, consider this free webinar – Be the Red Jacket in a Sea of Gray Suits, on Thursday, January 24, 2013 from 12-1pm cst.

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