One of the hardest things you'll ever have to do in being an entrepreneur is dealing with things outside of your business...
Yesterday, I received two separate emails from two of my marketing mentors that I sincerely look up to.
To see them dealing with adversity, further inspires me to continue marketing by businesses, stepping out where I'm afraid to step out to, and kick adversity right in the teeth and move on.
Let's be straight about something right now - when you have a goal in life that seems lofty, unattainable and unrealistic - you're on the right track.
It's going to be hard to get there, it'll be very uncomfortable, you'll feel like giving up day after day after day.
Just don't.
There will be times your significant other/spouse will not understand why you're so frustrated at your response percentages, why your phone isn't ringing, and why you have to stay up until 2am writing emails responses...
Just don't give up.
EVER. For anyone.
(now, if your mate threatens to leave you if you don't get in bed right this instant, I'll let you decide what to do) :)
Being an entrepreneur is the loneliest occupation in the world. People will call you crazy, call you insane, stop calling you, stop supporting you, taking other pepole out of your life, leaving you for other people...
--- let it go. Move on and conquer your life.
You have the guts to do so - don't allow life to live you..LIVE YOUR LIFE.
Thursday, September 20, 2007
Monday, September 17, 2007
What's Your Follow-Up Sequence?
There's something all black business owners should know...
If you have a client call you/come into your place of business - they aren't obligated to come back. In fact, they aren't obligated to come in at all!
Most businesses get business by pure coincidence. Plain and simple. I know when my wife and I are walking by stores in the mall, we usually go into a store just because she saw something she liked in the window. Not because of advertising, not because of specials, just coincidence.
(if the spelling is a little off, get over it..) :)
When you have a customer call you/come into your place of business, they probably aren't looking to buy anything right then and there. So it's your responsibility as a business owner to ensure these clients come back in and spend their money with your business.
How do you do this you ask? FOLLOW-UP.
When you create an follow-up sequence in your business to contact customers that havne't bought from you yet, you do two things:
1. You create a "fence" around your prospects keeping you in the forefront of their mind.
2. You ensure a huge-back end profit by making a way for customers to spend money with you in the future.
Here's how this works:
Let's say you're an owner of a furniture store and you have a young couple coming in to look at your merchandise. You ask, "if you have any questions, feel free to ask."
(**sidenote - stop asking, "Can I help you?" Customers can say no to that question and when it comes to selling, you don't ever want a customer to say no - to anything.)
You can then start small talk with the prospects by asking, "Do you like more modern or more antique furniture?" And the conversation ensues..
Before they leave, you ask if they'd like some free coupons to your store. They say yes.
What you can do at that point is give them some coupons, but get their name, address, email and phone number (or just name and email) and offer to send them some special offers that your store only gives to people on their mailing list.
FOLLOW-UP SEQUENCE:
You can start by giving them a call 3-4 days later and thanking them for coming into your store. Very few businesses do this and make it personal, so you have an advantage over your competition in that aspect.
Next, you can email them some tips on buying new furniture for a good price via email. By doing this, you're educating your clients/prospect and giving them a sense of power and fulfillment by empowering them with the information you know. Trust me, whether you think it's a waste of time or not, you're positioning yourself ahead of your competition and making an impact on your client's buying decision.
Next, you can mail them a direct mail letter about a week later telling them they have been selected to receive a special one-time 20% discount on any piece of furniture in the store. However, they must use the discount within the next 5 days.
Once they receive that letter, call them the day before the 5th day making an even BETTER offer. Now, will I promise you that they will come in the store? No. But you've got a much better chance of getting them in the store and spending money than before.
Now, when they come in the store, make sure they use the 20% off special. Doing this does two things:
1. It puts money in your pocket that wouldn't have been there before if you didn't use the follow-up sequence.
2. It puts you in the mind of these customers for future purposes...
Not only that, but by making them a paying customers, you know have the knowledge that they will spend money with you. Not only that, but you can also make a record of what they purchase and continue to make them offers on what they want to buy instead of what you think they will buy.
And it's all because of the follow-up sequence...
Get one - ASAP.
If you have a client call you/come into your place of business - they aren't obligated to come back. In fact, they aren't obligated to come in at all!
Most businesses get business by pure coincidence. Plain and simple. I know when my wife and I are walking by stores in the mall, we usually go into a store just because she saw something she liked in the window. Not because of advertising, not because of specials, just coincidence.
(if the spelling is a little off, get over it..) :)
When you have a customer call you/come into your place of business, they probably aren't looking to buy anything right then and there. So it's your responsibility as a business owner to ensure these clients come back in and spend their money with your business.
How do you do this you ask? FOLLOW-UP.
When you create an follow-up sequence in your business to contact customers that havne't bought from you yet, you do two things:
1. You create a "fence" around your prospects keeping you in the forefront of their mind.
2. You ensure a huge-back end profit by making a way for customers to spend money with you in the future.
Here's how this works:
Let's say you're an owner of a furniture store and you have a young couple coming in to look at your merchandise. You ask, "if you have any questions, feel free to ask."
(**sidenote - stop asking, "Can I help you?" Customers can say no to that question and when it comes to selling, you don't ever want a customer to say no - to anything.)
You can then start small talk with the prospects by asking, "Do you like more modern or more antique furniture?" And the conversation ensues..
Before they leave, you ask if they'd like some free coupons to your store. They say yes.
What you can do at that point is give them some coupons, but get their name, address, email and phone number (or just name and email) and offer to send them some special offers that your store only gives to people on their mailing list.
FOLLOW-UP SEQUENCE:
You can start by giving them a call 3-4 days later and thanking them for coming into your store. Very few businesses do this and make it personal, so you have an advantage over your competition in that aspect.
Next, you can email them some tips on buying new furniture for a good price via email. By doing this, you're educating your clients/prospect and giving them a sense of power and fulfillment by empowering them with the information you know. Trust me, whether you think it's a waste of time or not, you're positioning yourself ahead of your competition and making an impact on your client's buying decision.
Next, you can mail them a direct mail letter about a week later telling them they have been selected to receive a special one-time 20% discount on any piece of furniture in the store. However, they must use the discount within the next 5 days.
Once they receive that letter, call them the day before the 5th day making an even BETTER offer. Now, will I promise you that they will come in the store? No. But you've got a much better chance of getting them in the store and spending money than before.
Now, when they come in the store, make sure they use the 20% off special. Doing this does two things:
1. It puts money in your pocket that wouldn't have been there before if you didn't use the follow-up sequence.
2. It puts you in the mind of these customers for future purposes...
Not only that, but by making them a paying customers, you know have the knowledge that they will spend money with you. Not only that, but you can also make a record of what they purchase and continue to make them offers on what they want to buy instead of what you think they will buy.
And it's all because of the follow-up sequence...
Get one - ASAP.
Tuesday, September 4, 2007
Which Counts More - Awards or Profits??
Lots of small business owners love the accolades that come along with being an entrepreneur.
The awards, plaques, degrees, and certificates plastered on office walls from one end to the other looks very impressive to say the least.
Unfortunately, awards don't usually translate into profits.
Ok, let's be real - awards DON'T translate into profits.
Awards for advertising are usually given for the most creative and most innovative ad campaign of the year/month etc.
Rarely are they given for the amount of profits generated...
You have to realize that as a small business owner, you don't have time to win awards. Your focus should be on selling something and making a profit - NOW.
Think about it - what good does having a nice, glittery award do if you don't make enough money to pay the light bill that will display your nice little award??
Profits matter - awards and accolades are nice.
Focus on generating profits. Without profits, you don't have a business...you just have a hobby.
The awards, plaques, degrees, and certificates plastered on office walls from one end to the other looks very impressive to say the least.
Unfortunately, awards don't usually translate into profits.
Ok, let's be real - awards DON'T translate into profits.
Awards for advertising are usually given for the most creative and most innovative ad campaign of the year/month etc.
Rarely are they given for the amount of profits generated...
You have to realize that as a small business owner, you don't have time to win awards. Your focus should be on selling something and making a profit - NOW.
Think about it - what good does having a nice, glittery award do if you don't make enough money to pay the light bill that will display your nice little award??
Profits matter - awards and accolades are nice.
Focus on generating profits. Without profits, you don't have a business...you just have a hobby.
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