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One of the biggest mistakes I see in sales and marketing is trying to sell too soon

For over 25 years I’ve been helping small businesses to market their services.

There are many mistakes that I’ve seen businesses make in that time and one such mistake is trying to sell too soon.

If you have any form of reasonable sized sale then it may take you a little while to build a relationship with a client to a level where they know, like and trust you, your products and your business.

Just examine your own behaviour – if you’re making a big purchase like a car, house or a holiday, then you’re probably going to take your time over it.  You’re probably going to look at several different options and you’re probably going to consider your options carefully.  You’re also far more likely to buy from someone that you feel confident in.  In other words, someone that you ‘know, like and trust‘ and from a company that you know, like and trust, and also a product or service that you ‘know, like and trust‘.

If you are like this, then I am sure you’ll agree that other people are also like this.  So if you are trying to make sales it makes perfect sense to nurture people in order to get them to a level where they ‘know, like and trust you, your company and your products or services‘.

There are basically three types of prospect:

  1. Low hanging fruit
  2. Mid level
  3. Cold.

So my question for you is – which type are the easiest for you to sell to?

The answer is of course obvious – it’s the ‘low hanging fruit‘. So the next question is – how can you turn those low hanging fruit in to sales?

There are of course many ways of doing it.  However, the way we do it very successfully is nurturing people.

We have developed a system

Below is the secret insight into the system that we use and we encourage our clients to use:

  1. The first step is to write a blog post. Your clients have problems that you solve and you want to write a blog post about the problems that they have that you solve.  For example, we solve the problem called a lack of Leads.  We also solve a problem of not understanding digital marketing and we solve a problem called not winning business on LinkedIn.  So now that we know what is problem is, we can write blog posts based on one of those problems. So, my question to you is – what are the problems that your clients have that you solve? Once you know that, then the next step is to write a blog post about the problem and how you solve it.
  2. Step two is to write an email post, tweet and a post directing people to your blog post from your email list, Facebook, LinkedIn and Twitter and any other social media sites that you may use. This post should of course contain a link back to your valuable blog information.
  3. Step three is to create a video based on your blog.  Some people would rather watch a video where you explain something and others would rather read about it and some would rather listen to it in the car or at the gym whilst they exercise and so it is essential to allow people to view your valuable information in whatever format they prefer.
  4. The next step is simply to upload this video to YouTube.
  5. Step five is to add your YouTube video to Facebook, LinkedIn, Twitter and any other social media sites you use and then to send it out to your list via email and lastly to add it to your blog post.
  6. Lastly, and step six – you’re going to take your YouTube video and export the words onto a podcast. This is a really simple process whereby you play the video and record it using your phone onto your podcast. We use a PodCast service called spreaker.com.

And that’s the system we use in our business.

Fairly simple isn’t it? Does it work? Absolutely! Does it take time? Yes. Does it win new business?  Definitely yes.

However, producing videos on blog posts and posting on social media and hoping people will call you, is not the best way of winning business.

Some people will call, but not all your low hanging fruit will do so.

The real key to success is that you have now warmed them up.  At some level they now trust you, your business and your services or products and so all you’ve got to do now is to call the people that already know you.  This means you don’t have to cold call anybody ever again.  You are calling people who are already bought into you and the problems that you solve. In effect, you are seen in their eyes as a key person/business of influence and the obvious choice when they need your help.

Watch this video to learn even more about how to position yourself, your business and your products there as the obvious choice for people looking at your skills and services.

If you have any form of reasonable sized sale then it may take you a little while to build a relationship with a client to a level where they know, like and trust you, your products and your business.

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