From Traditional to Modern Selling: Sales Techniques that Work!

Change your selling techniques from traditional to modern! This Sales Module aims to change our mindset in engaging our customers. AIDA and SPIN Selling techniques including  Best Practices and Strategies are also discussed in the slides. Enjoy!

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How to Create a Persuasive Email for Marketing

One of the most effective forms of online marketing is Email Marketing. All successful online ventures can attest to the power of persuading their customers to buy their product through the effective and efficient use of Email Marketing.

The most important factor to consider is your content strategy. You have to know how to pursuade your client or customers depending on your level of interaction. Inbound customers are the easiest to persuade and convert since they took the time to contact you. It means that they were attracted to your product. Outbound customers need more convincing and it is your job to attract them with something that they cannot resist.

From my experience, these tips Tightwad Marketing sums up the step-by-step procedure to make a persuasive marketing email.

Stage 1: Evoke the pain. If your product or service is worthwhile, it relieves some sort of pain issue. Identify the customer’s pain points and call attention to them. Only after that pain point is brought to mind, should you offer a solution.

Most people put the solution too far forward in the mailer, mistakenly thinking that this is “benefit oriented.” The problem, is that the benefit isn’t relevant yet. It’s a solution for a problem people aren’t thinking about. That’s not a recipe for sales success. Remember, too, that research proves that people are more averse to pain than attracted to reward.

Stage 2: Offer your solution. Make it clear, concise, and compelling. Mailers are usually not the place to go into deep detail about internal processes, because that discussion slows down moving on to the next stages. Mailers are very good at delivering powerful visual images that communicate important points. So use pictures and charts, and always put captions under them.

Stage 3: Establish your credibility. This is where customer or client testimonials are invaluable, as are relevant awards. Third-party validation is the most-believable thing you can put forward on your behalf.

If you’re a new business, though, you may not have testimonials or awards you can use to support your credibility. You may need to tout your professional qualifications, including credentials, educational achievements, and professional associations. Or, business affiliations with organizations such as the Better Business Bureau.

Stage 4: Make your offer. Note that your promotional offer comes toward the end, not the beginning. That’s because, unless you’re very well-known by your mailer’s recipient, your offer lacks value until you’ve made a compelling case for your product or service.

That said, one good reason to move your offer up to the front, is when it’s spectacular. For instance, not just free pizza toppings, but a whole free pizza. Obviously, this kind of promotion is not a sustainable business model. But, it’s a way to “buy the love” long enough to break through the clutter and deliver your advertising message. In this case, remember: your promotional offer is your bait, not your hook. Once you get someone’s attention, you must communicate a compelling reason to buy your product or service even without your offer. And, you’d better have some sort of customer conversion mechanism in place, like a customer loyalty program. Otherwise, you’ll have invested in a costly offer for minimal returns.

Stage 5: Direct the reader’s next step. Ask for the phone call, the order, the visit, the opportunity to bid. Can you get more business by adding the words “Call me now”? Yes, in my experience, you can.

There’s a sixth, secret stage: repeat! No matter how well your mailer copy works, keep trying to beat it. Try new offers, test new appeals and approaches and markets. This constant refining of your advertising message not only sharpens it into a powerfully effective piece of marketing communication, but it also helps you catch trends early, keeping you one step ahead of your competition.

Direct mail can be costly or cost-effective, depending on the quality of your mailing list, the quality of your offer, and the quality of your mailer copy. Many of the lessons of direct mail transfer directly into other forms of direct response advertising, including email campaigns and promotional landing pages.

100 overused marketing words and phrases

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Simplify, simplify, simplify

25-8 Marketing: Because marketing your business is more than a 24-hour job

bad ad copyLet’s rid the world of bad ad copy.

I was having breakfast with a client a while back and he brought to my attention an article in Business Week entitled: Five Words to Never Use in an Ad. Back at my office, I found it online and read it. It was great information. Author Steve McKee explained how there are many meaningless cliches that are simply timeworn, and should be avoided.

Why bad ads happen

There are so many reason why bad ad copy runs in newspaper, direct mail, internet, radio and television. Foremost, there is a lack of marketing expertise from the people who design or write these ads. Most newspaper and internet ad designers have experience in graphic design, not marketing. Most broadcast writers are either salespeople (who’s job is, in their mind, finished when the sale is made) or production people (who’s job is to…

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Turn Your Headline into Your Message

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Your headline is the first thing that your audience will see. It is important that it should stand by itself even when put outside of context – simply because today’s audience have a shorter attention span.

When creating ads, sometimes creativity is pursued rather than clarity. Remember, your ad’s goal is to communicate. Communication is most effective when your message is absolutely understood by your audience – otherwise it’s ignored or forgotten.

Concentrate on your message first and then use your creative wits to enhance the effectiveness of your message. Do not complicate your message by using jargon or technical terms. Remember, it’s not what you say, it’s what they hear.

When your headline needs a subhead to support it, then by all means make the subhead the headline. A message that can’t stand on its own cannot be communicated very well.

When making your headline, turn it into a message. The headline merely describes, the message on the other hand, tells the story. There’s a tremendous difference when you say: “It’s fun in the Philippines” compared to “It’s more fun in the Philippines.”

What Customers Value the Most

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Customers invariably value these benefits higher than all others.

-Making Money

-Saving Money

-Saving Time

Translate your product offer features into these benefits to immediately capture your customers’ attention.

Service offers or propositions should encapsulate your competitive edge or your advantages. It has to fit your business objectives and branding.

The more you understand what your customers value with your product or service, the more easy it is for you to create marketing strategies that strengthen your business in the market.

Why Hire a Marketing Consultant?

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Good question! You are realizing the value of adapting and evolving your business to the dynamic business environment of a globalized world. Perhaps you have done marketing in the past or your employees are dabbling in marketing but the results are still not on target. What went wrong with your marketing strategies? How do you move forward and achieve results to grow your business? This is when a marketing consultant is greatly beneficial to you.

Here are 5 reasons and tips when hiring a marketing consultant.

1. Expertise & Experience  A marketing consultant has a specific skill set neither available to you nor your employees due to time/budget/education/experience constraints. Projects that are very specialized or that have short life spans wherein either it is impractical to train your current staff or you simply do not have enough staff to do it. This is mostly the case for start-ups and MSMEs (micro,small, medium) companies. Large companies looking to explore new territories and new market hire marketing consultants from those potential regions. Other reasons are:

  • Launching new strategy
  • Jump start the market new product or camping department of newly formed companies
  • Re-brand your organization
  • Identify areas of opportunity and change
  • Lead major initiatives
  • Replace key members of your team on leave

A marketing consultant brings in his/her knowledge and recommends excellent strategies on implementing and sustaining them.

Tip: Look for consultants with industry specific knowledge. If you are a small resort marketing to international tourists, hire a marketing consultant with a background in the resort industry and experience in international marketing under limited budget. Ask about the results of his/her experience.

2. Realize Investment An employee can cost 25-30% more on top of their base salary per year. Think about it, you will be paying the staff’s salary, benefits, office space, office equipment, leaves, taxes, training etc. while managing your staff’s workload and development. A consultancy contract does away with all of these. It may seem daunting at first when you are a small business and you are hiring a consultant with a high asking rate. Well, you can do a comparative analysis by computing all the expenses you will pay if you are going to hire an employee taking into account the external cost such as time, quality etc. versus the consultant’s rate.

Tip: Marketing is not a cost, it is an investment. Measure it by focusing in its value for your customers/clients. A lot of businesses fail because they invest on their company without or little investment in their customers/clients. A marketing consultant must be able to tell you how to properly “invest” your budget that produces ROI.

3. Integration and Replication Consultants are experts in jumping in and out of a project. They are people with initiatives who know what questions to ask, know how to do the tasks, and know how to manage and execute those tasks seamlessly. They know what to leave behind so you can track performance or transition over to the underclass or one of you employees. They are able to replicate themselves especially if you still on the process of looking for a suitable candidate for the position or if your staff is on leave.

Tip: Ask your marketing consultant to train someone from your staff. The consultant may ask a separate billing for this, you might as well include it on the consultancy contract and address this specifically.

4. Objectivity A marketing consultant is focused on the results and making the project succeed. He/she has no vested interest in your organization’s dynamics. He/She can bring a unique perspective on the project, identify areas for improvement, suggest new initiatives, or change old ones from an objective viewpoint. Your organization can choose to consider or reject those recommendations without having to worry about the consultant’s performance. You may even consider those suggestions for future projects with your consultant.

Tip: Your consultant’s focus is on the success of the project. Only by doing so can he/she generate renewed business with you in the future.

5. Network and Invigoration A marketing consultant gives you access to a wider breadth of talented professionals in PR, design, technical writing, technology etc. Some can even provide you new clients and connections to other industries. You can basically outsource an entire marketing department made available to you only when you need them. This minimizes your cost, saves you time and effort, and gives you the best value for your money. The variety of projects which a marketing consultant has worked on will prove valuable to your company. They bring in with them new ideas, technologies and wisdom that will contribute on your profit, minimize cost, or capture a new market segment.

Tip: Bear in mind that a marketing consultant will have previous non-disclosure agreements with their clients, some of them may even be your competitors. Maintain professionalism and remember that you will want your organization to be protected as well after your contract ends.

Ultimately, though, how well the consultant serves you and fulfill your needs, depends mostly on how well you work together. Marketing is an investment and your consultant is your trusted advisor.

Creating a Sustainable Strategy

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Amateurs discuss strategy; experts discuss logistics.

This old military maxim simply says that the best strategy in the world is useless if it is not practical and sustainable.

General strategic planning abides by the conditions of its execution. Sun Tzu’s Art of War describes the five constant conditions as: Heaven; Earth; The Commander; The Method and Discipline; and the Moral Law. These conditions serve as the backdrop for any endeavor involving strategy – in business, in war, and even (ahem) in love. This means putting the right forces led by the right leader at the right place on the right time with the right methods guided by what is right (to their purpose or to their organization’s mission).

The external aspects which are the Heaven and Earth refer to the time and space in your business environment. The internal aspects which are The Commander and The Method and Discipline refer to the character and the actions of you and your employees. The fifth condition, The Moral Law, refers to the cause or your business mission/strategic aim that unifies your strategy under any circumstance.

This will give you the best approach of strategy but it won’t give you the excellent one.

Excellence is about effectiveness and efficiency – highest impact with the lowest cost/waste.

When considering the five conditions, don’t look at it on a strategic viewpoint, rather look at it in a logistical viewpoint. Ponder on your operational limits first – your time, your budget, your resources, your available channels/media before formulating the strategy. Honest and realistic introspection of your limits must be done first before knowing the limits of the strategy. This is the key to creating sustainability.