Getting ahead in the world of business requires getting called
back from at least some of the people who reach out to on a daily basis.
The most important part of any business isn’t actually the product: it’s the ability to sell it. You might have the best product in the world, but if you don’t know how to appeal to people, they’ll never call you back, and your business will flounder.
Strong sales are never guaranteed, but there are many things that you probably could be doing to increase your chances of heading up a thriving business. Here’s why nobody ever seems to call you back and what to do about it.
You’re Not Selling Relationships
With new ways to sell cropping up all the time thanks to digital marketing and new media, small and medium-sized businesses seem to have lost their passion for what made them special: their ability to foster close, personal relationships. Instead, they find themselves engaging in the rat race of online content marketing and SEO, having to churn out ever more content to reach out to their customers.
Small businesses need to get back to their roots. They need to rediscover the power of one-to-one relationships with customers. They need to start listening to their needs again and customise their products to suit individual clients.
You’re Not Providing Sufficient Value
Another reason why you might not be getting called back from clients is that you’re not supplying them with sufficient value. Sometimes this is because of a deficiency in your core product, but most of the time, it’s because you’re presenting your product in the wrong way.
Instead of focusing on the product itself, focus on the solutions that the product offers. Use professional companies, like GH Cityprint, to produce marketing materials physically showing customers how they stand to benefit. Don’t just assume that words are enough: take quality photos of people benefiting from your products and make the experience real to your customers.
You’re Not Using Sales Funnels
Mike Kappel, CEO of the accounting and software company, Patriot Software, says that the best way to generate more sales is to give customers a real reason to visit his website - for instance, by producing helpful content. He then says that companies need to continue to offer tidbits to get visitors coming back over and over again until they start to know and trust them.
In this way, businesses need to think of their websites as sales funnels, collecting visitors who don’t want to buy the first time they visit and getting them to come back, over and over again. Potential buyers who are repeat visitors, Kappel says, get closer and closer to the point where they will buy.
Converting them is simple, he argues. He suggests that companies do things like offer customers something of value, like a guided product demo, in return for their contact information. Once he has contact details of a customer, he considers them a lead and keeps sending them valuable information, enticing them to return to his website.
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