The bright side of a poor economy.

Bright side?  Yes there is, as an example, I bet you have reduced your overhead.  Could be you now have a smaller office, a cheaper building or reduced your fixed cost.  Maybe you have improved your marketing efforts, which will help you in an improving economy.  It could be that you have taken a long look at the cost of office supplies, phones, and insurance.  Buying smarter will help you as the outlook improves.  You may have reduced your workforce, or found that some things can be accomplished just as well by using contract labor.  Maybe outsourcing is not the taboo you thought it to be.  Have you lowered your prices and discovered that you can still survive?  There is much to be learned by having to make changes.  There is a bright side.

Getting things done.

Someone once asked J. P.Getty what the secret of his success was.  He said, “I make a list.”  Make a list?  Sounds too simple don’t you think?  However if you make a list and prioritize the list, then check off each task you want to do, you would be amazed at how much you accomplish.  It is best to make your list the night before, this way you will not be flailing at the air the next morning.  You will start out your day being productive. If you find yourself needing more time in the day, try starting earlier in the morning.  Yeah I know it sounds easy, and if you are like me you are not a morning person.  So how about an hour longer at the end of your workday?  Let the answering machine pick up calls; make call backs instead of surfing the web.  If you think about the time you spend on mundane activities you can stretch your productivity.  Think about it.

Multiple Marketing Methods

As much as we would like it to be so, no business today can Market their products or service thru one method. At Appeal Media we recognize that digital media is not the only game in town.  That’s why we involve our clients in print publications, collateral materials, billboards, and of course the Internet.  That being said, digital media has however become one of the most important aspects of any marketing plan.  Whatever the method used we must first clearly identify our target market.  A good or bad thing about the website business is that the market is broad.  Today everyone needs a website and for those in the web design business we know that almost every business has one.  That narrows the marketing opportunities drastically.  Therefore one avenue that needs additional consideration is keeping a web presence fresh. To do so, one possibility is to offer a free analysis of an existing website.  Offering an email response with no strings attached, (no obligation, no follow up without an invitation) but just suggestions for improvement can result in developing a relationship as a trusted resource.  Everyone wants a website that will make them get found and help them get new business.  That’s our job and we’ll discuss ways to do so in future blogs.

Economic Blues.

If you feel like staying in bed instead of trying to sell you’re not alone.  The news today is enough to cause even the most stalwart to pull the covers over their head.  So what do we do if selling our service is our bread and butter?  FORGET DEPRESSING HEADLINES.  People are not rolling over and playing dead, they still need what you have to offer, be it websites to autos.  As to websites there is more need today for business to have a producing website than ever before.  Newspapers, print and radio are not the only way to increase sales.  So for web design firms its time to cut a little on price and offer some free bonus.  Can you add a little flash at a discounted price…offer to preview their existing website and make suggested improvements at no cost?  Now is the time to become a little more creative in your proposals.  Our clients are no different than any others…they scratch where they itch just like you.  Get up, get out, and get busy.  Just a little pep talk.

Become an Influencer.

Often overlooked in selling is influence.  How do you do it and why is it important?  First the importance is closing the sale.  Next is how to best influence clients to buy or use your company.  Remember this, people do things for them not you.  As a result you have to find reasons for using you or buying from you that appeal to them. As often as possible use the word YOU more than the word US.  Focus on the reasons that matter to them.  How will it benefit them, how will it be profitable to them, how will it improve their image, and how will it satisfy their needs.  Funny thing about us mortals, we do things very often for emotional reasons rather than logical ones.  Can your presentation appeal to the emotional issues?  Examine that thought when you are face to face with the client. Influential. Help them see that what you offer will eliminate problems, make the company and them look good, and be profitable.  One more point to remember is most of us want things that are hard to find or scarce.  It won’t hurt to give the impression that your services are not easy to obtain.  People want things that are special and unique.  Offer these things and you have accomplished the goal of being

 

 

 

Reputation Repair.

Too many businesses have suffered a bad review with no thought or way to repair it.  It is extremely frustrating when it seems there is no way to undo a complaint that is unjustified.  Of course “Prevention” after the fact is like twenty-twenty hindsight.  However for those who have not experienced the above, think about prevention NOW! For those who are too late with too little here are some things to consider.

 Be diligent about a fast response.  People expect a promise to deal with their complaint quickly.  Admit mistakes if you have truly done someone wrong and correct the problem.  If the complaint is unjustified post a rebuttal asking for PROOF of the accusations.  If the proof is not forthcoming post again asking why proof has not been posted or given.  Don’t give up.  It may end in a mudsling but to surrender is to admit you are wrong.  A letter from an attorney is another helpful course.  Don’t roll over.  If someone knocks you down get up and slug it out.  More on this later.

More on sales objections.

My last blog dealt with the issue of an objection possibly being a question in the mind of your prospect.  Today lets talk a little about overcoming objections.  A good thing to remember about giving a sales presentation is to always listen patiently. Even though you have heard nearly every objection possible remember that interrupting will cause the prospect to focus on his objection even more.  Instead, after listening restate the objection word for word if possible. This shows you are concerned and if you missed the point you will get his view clarified. Listening carefully will also let you qualify it as a legitimate objection.  This will be your opportunity to say something like, “Is that the only reason you are not ready to move forward?”  Now it becomes an either yes or no. If no you can see what his other concerns are.  If yes, you now know the actual objection and can deal with it. Now you are ready to restate the value of what you are offering and can to ask, “Does that satisfy your needs?”  If yes you’re ready for he close.   More later……