NEWSLETTER June 2009

The Power of Hello.
The Value of Relationships.

DON'T STRUGGLE - PLAN FOR CHANGE

Connecting with potential customers is one of the biggest challenges facing small businesses today. 

A recent study by Network Solutions and the University of Maryland shows that marketing/innovation is the single biggest competitive disadvantage confronting small business, after access to capital.  In fact, converting marketing leads into buyers and finding efficient ways to promote and advertise are two areas small businesses say they struggle the most with.

I am continually amazed - unfortunately - at how sales people make life difficult for themselves and are regularly struggling to get NEW business and ignoring both existing customers and their existing connections/contacts.

How to Contact Me

Phone (727) 421-8818
kathy@telephoneeffectiveness.com

Getting the results and increased business you deserve chose from any or all of the following:

• The right Question at the Right Time - 2-1/4 hour workshop
• Create a Telephone Policy for yourself and your company for 2009
• Lunch and Learn - Telephone Tips that work! (26 minutes)
• Coaching (individual or corporate) - to suit your schedule
• Inside Sales Team Assessments
• Front-line Effectiveness - your image first

TRADITION

This sent from a good friend in England:

Customer: 'I've been ringing 0800 2100 for two days and can't get through to enquiries, can you help?'.
Operator: 'Where did you get that number from, sir?'.
Customer: 'It was on the door to the Travel Centre.
Operator: 'Sir, they are our opening hours'.

Florida is a haven of networking activities.  Many of my own peers are out morning, noon and night making contacts and looking to get or give business.  Nothing wrong with that. What is wrong though is the energy that is NOT spent cultivating these relationships, prospects and customers for new business, repeat business or any remote sign of business.

Business is tough.  It is THERE, however.  You are making it tough on yourself to succeed and get business.  A number worth knowing,  38% of your contacts will change company or their role will change in a year.

This means that you have got to be in touch with your contacts regularly to find out about that change and what impact it has on YOU and THEM.  The DM who was authorized to purchase from you 3 months ago most likely now has not got that authority or his budget has been changed.  You were planning on this sale; you booked your next holiday (whoops, vacation) counting on that commission.

Some recent true stories, sad but true:

• Someone I have known for a good year and who sells an office product/service and is a fit with what I do - so we are good referral partners - left his company and never told me.  The business he joined sells a product that  a friend of mine bought about 2 months ago - he could have had that sale.  Not a small one, either.  He never told me he was moving and would not have if I had not found him again. Never reached out when he did change. 

• I bought a pair of earrings about a year ago. They are my favorite. I lost one and wanted to buy another set.  I could not remember who I purchased them from so whoever did sell me the original pair lost out on an easy purchase and who knows what else I might have wanted! (if you are getting this you are too late, I replaced them with a new favorite pair!).

• A name of someone who provides auto insurance was given to me via e-mail. We e-mailed back and forth and introduced ourselves.  When I needed new car insurance for my husband I went to that e-mail and called the person. The number on that e-mail had been changed.  I did not give up, I e-mailed for that person to call me. She did, I told her the situation and that I'd need a quote for a new car. She gave me her new number, I misplaced it and that person never got the business.  I gave her a buying signal, couldn't have been a louder one.... And no follow up.  In the first place she didn't reach out to tell me her new information, first mistake!  A reason to make a contact!

These are not mega-deals, not millions of dollars of lost business but these are lost opportunities that were EASY.  I hear these stories all the time.  You have got to plan for your future and know that that future is a changing landscape - keep in touch with everyone that you can.

TIPS

The easiest part of making phone contact is the phone call. The hardest part is the planning.   Set aside 2 hours a day to do nothing but make calls - to absolutely everyone. Get into the habit and then you can start being more choosey and creative in your marketing.   Create that time for connecting.

TRICKS

Listen and use the words your prospect/customer uses.  If they say they need something that will have adaptability. Don't inject your own, and say that your product is, for example, flexible.   They said that word for a reason and that is their interest for an equally valid reason. This will bring you on parallel with the person and demonstrate your own interest in their needs

QUOTE OF THE DAY: 

kathy@telephoneeffectiveness.com
727 421 8818

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