Where’s my profit? A common question asked by over-worked, under-paid business owners — regardless of years in business, regardless of industry, regardless of how many degrees they hang on their walls.
PROFIT / SALES are what challenge us.
How can we sell MORE? How can we sell at higher margins? How can we invest in SELLING MORE and be able to invest in meeting that new demand?
But the real challenge is that we overcomplicate sales and marketing. PLus, there are a million prevailing MYTHS (falsehoods) that still influence our spending, actions, and attention when it comes to sales and marketing for small business. Here are some TRUTHS that will help you overcome the REAL sales challenge: SIMPLIFYING it for your team and for your prospects.
No, you do NOT need to “get your name out there.”
I cant think of a worse definition for marketing or a worse answer to the question, “Why are you doing that?” Yet, it’s a common one. People see a lack of dollars in their account and they think they need to “get their name out there.” No. Totally false. You do NOT need YOUR name “out there.” You need YOUR CLIENTS “in here.” HUGE difference. The first encourages you to spend, spend, spend and wait. The other forces you to engage in “direct response” efforts that are measurable and effective.
So, focus on the FIRST STEP you want a prospect to make. Visit your store? Get a free report? Call for a complimentary consult? Then, BAIT them. What can you offer them to TAKE that first step? Think: ethical bribe, here. =)
Sales Don’t Have to Be Complicated and Confusing.
Put it this way… if you don’t have an agenda for the prospect that leads them to a BUYING decision, you will be at the mercy of THEIR agenda to NOT BUY. So, look at it this way. Marketing is about getting your clients to raise their hand and identify themselves as a good prospect. THE REST is about you nurturing them (through email, direct mail, phone calls, direct offers, etc.) toward the sell. The nurturing should be relational… it should be authentic… Done well, it should result in either a win-win sale or a non-sale that still wins you a fan!
There isn’t just one thing.
I want to punch people who ask me what the ONE THING is that they should be doing to create WILD success for themselves. I have no idea what ONE THING you need to do. Why? because that’s a lazy question. That’s a question that makes gurus a LOT of money selling “magic systems” or “magic tools” to those business owners looking for the ONE THING. If I MUST answer it, I’d say the ONE thing you need to do is “HUSTLE MANY ROUTES TO PROFIT — SIMULTANEOUSLY — and with the intensity and singular focus of a teenage boy at a girl’s slumber party.”
The sooner you stop looking for ONE THING, the sooner you’ll see many paths worth testing.
What are your thoughts about why sales are so challenging for business owners?
