Archive for October, 2010
There are many great sales methodologies out there, SPIN, Miller Heiman, EDGE framework and others. No matter which dogma you choose, they all have one common weakness, as good as they look on the page, they all need to be executed to matter.
There is no getting away from the fact that the biggest reason for a lack of sales is a lack of execution. The sad truth is that sales people know what they have to do, they just don’t do it. You can train them, but can’t make them. It’s the age old “doer and the thinker”, in sales the doer executes and wins. There are many great plans gathering dust on shelves, but the winning plans are the ones actually executed.
Join Tibor Shanto, a top sales expert and the co-author of “Harness The Trigger Events That Turn Prospects Into Customers”, and Yves Matson, senior account executive at ActiveConversion as they discuss strategies around sales methodologies and how to properly execute them.
In 45 minutes followed by a 15 min Q&A you will learn:
- How to successfully execute sales methodology?
- Why CRM systems do not get adopted?
- Why there is lack of execution?
- What are the four cornerstones of execution?
Sending out newsletters and other information about your company is a great way to keep both your customers and potential customers in the loop. They can also help with getting your message across in a timely manner and help with promotional items. But have you ever wondered why they started subscribing to your emails?
EmailStatCenter.com is reporting that, “67% of US internet users say the motivation behind giving their email address to a company is to receive discounts and promotions. -ExactTarget “Email X-Factor Study” (2010).” If this is the case for your subscribers, you got over the first hurdle which is to get them to subscribe, but then you have to keep them engaging.
Segmenting Your Audience
Another key point in email marketing is making your readers feel like you didn’t send out a mass email. They probably know you are sending out a mass email, but the more targeted you can make the email, the more you can make them feel like they are getting a private email from you.
BtoB Online points out, “Understanding the status of the subscriber is critical in crafting your copy. Are they customers, prospects, lapsed customers or lapsed prospects? Imagine the different messages you could convey just on that knowledge alone.” If you don’t already have a few different emails drafted to send to these different categories of subscribers, test it out see if you see better conversion rates.
Call to Action
Having a call to action can be very beneficial—not to mention a great way to measure how many people are reading your emails. Most email programs have metrics for how many people are reading your emails, but what you may not know is if people don’t scroll down far enough in the email then many email software programs don’t count that open rate.
Setting up specific landing pages for your readers is a great way to measure not only the people opening your emails, but the number of readers who are actively engaging in your brand. If you already do this, see if moving your link from the middle or bottom of the email to the top has a better response. The more you change things up, the better you can see what works and what works better.
Scheduling your email is just as important as the copy and who you are sending it to. Daily tips or emails can be a great idea, but who is going to take the time to actually read and click through your email every day—probably not many. Instead try and keep it to monthly or even bi-monthly. It saves you time, and your customers can get more information in each email—which could make them more eager to read it.
Email marketing is a great tactic to utilize, and “according to the Direct Marketing Association, every dollar spent on e-mail marketing generates $43.62 in revenue,” reports DM News. Keep in mind this is just an average, being able to hone your skills and get more organized can produce even better results. What have you found useful?
Shannon Suetos is an expert writer on phone systems based in San Diego, California. She writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs such as VoIP service at Resource Nation.
Mitch Joel, http://www.twistimage.com/ the author of “Six Degrees of Separation” says sometimes negative customer’s reviews provide better opportunities for a business. Though negative reviews are not taken that well by businesses, it might be a game changer for your business.
Customers provide their reviews for the product they bought from you, and also for the kind of service they received with the level of support they get – and all these help establish credibility and bring in potential customers and inquiries. Though the majority of product reviews on the web are encountered for B2C kind of engagements, B2Bs can also reap the value customer reviews and help bring their offerings to the same ball game. One of the biggest barriers to businesses implementing customer reviews is the fear of negative comment(s). Contrary to the popular belief that it is better to only display positive reviews, negative reviews do hold some value. Here are some of the benefits for having not so perfect product reviews:
1. Not so perfect reviews means that the published reviews are genuine and not necessarily fabricated. They establish authenticity!
2. Decision makers often check for reviews to make their final decision, so having them helps confirm their decision
3. Negative reviews can help you correct that particular negativity
4. Companies can also find ways to better their business/product or service based on the reviews submitted.
Some interesting stats from PowerReviews that you might find useful:
This is for all the businesses out there. Human nature is to look and find negativity first, so don’t be afraid to be a human first and show some of your imperfection – it’s all well. Thus, negative reviews can help make you a better business. How can we all improve if everyone said that we were perfect? We cannot, and that’s the truth. The world is imperfect, as we commonly say it, and our mistakes makes us perfect.
On Oct 19th, 2010, ActiveConversion co-hosted a webinar with Jep Castelein, President of LeadSloth, a lead nurturing expert and an active marketing automation blogger. Jep talked about strategies that B2B companies need to execute in order to turn more leads into sales opportunities.
We all know that lead nurturing is an important component of lead management. Without nurturing, leads tend to be thrown over the fence to sales reps too early in sales cycle resulting in waste of valuable time and effort.
We also know that lead nurturing can be one of the most difficult pieces to put together in your lead management and marketing activities. View this webinar to learn how to more easily generate better qualified leads from the new leads generated in your sales funnel. Also learn how you can uncover the untapped revenue in your database resulting in additional revenue from your existing leads!
In 30 minutes get practical tips from Jep that when executed can usually get you more deals without additional investment. These tips are:
- Assessing the potential revenue from existing leads
- Designing effective nurturing tracks
- Creating compelling content quickly
- Measuring and optimizing continuously
- Getting buy-in from sales
Click here to access the recorded webinar.