4 Tips To Position Your Business
For An Upswing In The Economy
- Word count for this issue: 628
- Approximate time to read: ~2.5 minutes @ 250 words per minute
Since the beginning of the year, many businesses have told us they have started to see more and more sales activity. While no one is saying the recession is over, there is a good chance you will start to see more sales opportunities at your business; therefore, you do need to prepare yourself to take advantage of them.
Are You Positioning Yourself To Be Ready?
First and foremost, you need a sales and marketing plan - a plan that outlines your business as the go-to company for your target audience. As a good starting point, we have listed below 4 tips to help you be a few steps ahead of your competition.
4 Tips To Position Your Business As The "Go-To" Company.
Tip #1: Send The Right Marketing Message To Your Target Audience. All too often many people in sales and marketing tend to say too much and/or not the right things when writing a marketing message.
The key to a successful marketing message is writing about the elements that clearly differentiate your business from the competition. In addition, provide a risk-free invitational offer to help someone take the next step in the buying process. Nonetheless, if your marketing messages are not leaving them with a memorable and positive impression, plan on a lackluster sales pipeline for the next 6 to 12 months.
Tip #2: Send A Series Of Cost-Effective Campaigns. The reality is that 99% of all salespeople stop calling a prospective buyer after their third unsuccessful attempt at moving the sales process forward. More importantly, they place a subjective moment in time to call someone back during their follow-up efforts. Knowing that this will not change, you should consider sending a series of e-mail and direct mail campaigns to stay in touch with your prospects during this time. A good rule of thumb to live by is this: Send a direct mail campaign every 4 to 6 weeks and a mass e-mail marketing campaign every 7 days.
Tip #3: Create A Sales And Marketing Plan For The Next 90 Days. The key is making a sales and marketing plan on a quarterly basis; if not, all experts agree that you are setting yourself up to fail. The key to a successful sales and marketing plan outlines:
- Your target audience.
- How often you are sending something.
- What you plan on sending out.
- What type of message you are sending (is it a sales, informational or educational message)?
- How much your campaigns will cost you.
After your plan is done, make sure you budget accordingly. Like anything, the key is to consistently drip your target audience with a motivating marketing message.
Tip #4: Give People A Risk-Free Offer To Learn Or Buy From You. Whenever you send off a marketing campaign, remember to add some type of risk-free offer in the campaign to help people take the next step in the buying process. An offer could be a special discount, a free product sample, a free analysis, etc. The key to a successful offer is that it needs to be highly visible and of value to your target audience.
Executive Summary: You need to first make the decision to stay in touch with your target audience as salespeople cannot do this for you. No matter how good a salesperson is, this will not happen; therefore, it is up to the business to stay in continuous contact with everyone's target audience. In addition, many of your competitors have cut back their marketing budget, which leaves the door open for you to step in and grab a larger piece of the market. That is if you are ready to make a plan and fund a plan.