Today I’d like to talk about how to turn prospects into customers and retain them for future marketing to. While, your marketing is doing its job, you need to be working on turning those prospects into customers. There are a few key ways to draw them in and seal the deal. You need to be:
The biggest fear of most new customers is the dread buyer’s remorse. You want to avoid this at all costs and this should be mitigated if you’ve provided a quality product/service that delivers on the marketing claims you’ve made.
However, this can still occur. There are two ways to deal with this:
- Offer to refund money-no questions asked
- Offer a bonus they can keep even if they return the product
These offers alone will also mitigate buyer’s remorse because the customer will trust you more, just for offering these things.
There are number of other ways to turn a prospect into a customer:
- Offer a special price as an opportunity for you to test the market.
- Offer a lower price with the reason of pushing inventory to pay a tax bill, for your kid’s’ braces, or another tangible reason. Customers love that this makes you feel so much more human.
- Offer a referral incentive.
- Offer a smaller, more inexpensive product first to build trust.
- Offer package deals.
- Offer to charge less for their first purchase if they become a repeat customer.
- Offer extra incentives-longer warranties, free bonuses if ordered by a set date.
- Offer financing options, if applicable.
- Offer a bonus if they pay in full.
- Offer special packaging or delivery.
- Offer “name your own price” incentives.
- Offer comparative data or other comparison tools.
- Offer a trade-up or upgrade to something they already have.
- Offer additional, educational information to help them make the decision.
The options really are as limitless as you make it. You can use these or other ideas to find what works the best for your business, products/service and target market. Remember this…
“By making it inviting, easy, informative, non-threatening, educational, inspiring and fun to do business with you, you’ll loft your company above the competition.” Jay Abraham
Need help with figuring out the best strategy for converting prospects into customers? Our FREE test drive gives you exclusive access to the mountain of resources and tools, along with information from some of the greatest marketing minds on Earth.
In the last post, we talked about how to learn about your big fish and prepare for the first contact you’ll make with them. This first contact is essential to your success. You need to instil confidence in them. They need to know you can fulfil exactly what you are offering on time, at a good price and at the quality you promise.
Today we’ll actually go through the big approach and how to make that perfect first impression. Before you put together your approach plan, you need to choose with big fish you’re going after. Take a look at your notes and the research you’ve done about prospective fish. Then decide which one will be the easiest approach to start out with.
There are a series of things to go through in choosing which fish to start with. They are:
- Position Your Business
- Compile Your Hit List
- Select the Best Target
Position Your Business
You need to position your business to make the first move by listing your revenue streams, id and list your operational procedures, where your fish is initially positioned, your big-customer research, and putting it all together.
Compile Your Hit List
Start with a list of all the companies you’ve been considering. Then narrow it down to the ones who know could use your products or services. Don’t overlook obvious choices, whether they are big or small. Even small companies could be big fish in the future.
Select the Best Target
Once you’ve got your list narrowed down, you need to decide which one is the best fish to start with. You need to consider a couple of things:
- Which have the most purchasing resources to spend?
- Does their company vision compliment yours?
- What are their employee incentive programs as they relate to your products/services?
- What’s the company’s real need for you?
- Will the partnership lead you off-course?
Now you should have a target in mind to start with. It’s time to plan your approach and execute that plan.
Here’s the step-by-step plan to help you make a good first impression:
- Build and analyze your database. Divide your leads into three different categories: hot leads, great fits and secondary leads.
- Send out introductory mailings to your target to introduce yourself, your company, services, products, and vision. They need to be short, clean and concise.
- Follow up with your first phone call 2-3 days after they would have received the mailings. During the phone call find out whom you need to be speaking with in the future and try to set up a meet with the right person.
- Follow up your phone call with another mailing that thanks them for taking the time to speak with you and offer more details about your products/services. Use this letter and opportunity to set up a meeting to do a presentation.
- Follow up the letter with another phone call a couple of days after they would have received the letter. This phone call is to help you further develop your relationship with the prospective client. You should also be able to set up a presentation meeting with them.
- Call again a week later if they haven’t agreed to a meeting or presentation. Ask if they received your creative letter (the second one) and if they have a minute when you can stop by and introduce yourself in person.
Now, don’t be upset if you don’t seal the deal right away. Some people simply take a little longer to woo. This can all be a little intimidating at first, but when you know you are offering a quality product/service, you can’t go wrong.
Once you’ve gone through this process and make the first contact (and hopefully a good first impression) it’s time to put your best face forward, which means sending the right salesperson to seal the deal.
If you need help putting together your approach and make a good first impression, try our FREE test drive to work with a coach and have access to a wealth of great resources and tools.
In the last post, we talked about how to bring the big-company mindset into your business and your team.
This will help you overcome the mental obstacles that will keep you from being successful. Now, that you’ve learned how to overcome that, we’re going to talk about who your fish is. It’s important to know about the fish you are looking for before you put a plan together. We’re also going to take a moment to talk about the potential “red tape” you may encounter along the way.
The most important thing to know about your fish is their purchasing habits and procedures. There are four main things you need to work on in order to be successful:
1. Responsibilities: You need to know who has influence over purchasing, who does the actual buying and who can kill a deal if they want.
2. Get on Their List: You need to know how to get on their list of people to buy from. Your name needs to not only be on the list but at the top of it and in as many categories as possible for the more interaction. Ask about a procurement program and what you need to do to go through the application process.
3. Lingo: You need to learn about the company’s unique language and communications methods. These could include report names, buzzwords and even the nicknames they have for their employees.
4. Fiscal Budgets: It’s essential you know the fishes fiscal budget, so you know exactly when they are planning their expenses for the year.
Now that we’ve talked a little about what you need to know about your fish, let’s a quick look at the “red tape”.
Bureaucracy might as well be a four-letter word with the emotions it stirs in all of us. “Red tape” is a necessary evil, but one you can use to learn from. There are two ways to learn from their system:
1. Analyze their activity.
2. Review their correspondence.
Being an outsider looking in can have its advantages too. If you hate dealing with the “red tape”, imagine how their employees feel dealing with it. If they need to crunch
some numbers, offer to do it. If they need more info, make sure you are giving it to them in a user-friendly way.
The things we talked about in this lesson will help you prepare for the big approach. If you need help with any of this, try our FREE test drive to find the right tools to get the job done.
Customer service is a pretty hot topic and can make or break your business.
have little patience for lousy customer service and easily get tired of waiting in long
lines, trying to get a live person on the line, going through an interrogation to return
something or trying to communicate through a language barrier.
If you provide them with a simple, efficient, pleasant experience they will revisit your
business over and over. More importantly, they will tell everyone they know!
There are three secrets to good customer service, the first one we’re going to conquer is
knowing exactly what YOU want.
You are the captain of the ship and the visionary for the future of your business, so you
need to have a clearly defined plan for your business and that includes customer
There are three main goals you need to consider:
1.It needs to be easy for your customers to do business with you. You can do this
with advertised discounts, kiosks, your website and other technology-based
programs to help them shop.
2. Doing business with you needs to be a warm and pleasant experience. Your staff
has to be knowledgeable, approachable, warm and patient. Your customers
need to feel like they are getting good value for their time and money.
Perceived value goes beyond the price of the products and extends to their
3. Change your mindset and ask yourself “How can I NOT afford to do these
things?” This shouldn’t be a question of expenses, but making and keep happy
With these thoughts in mind, you also need to take a few things into consideration
when deciding on the actual programs and standards you’ll put into place.
Share your customer service vision with the rest of your staff.
Connect your incentive programs and bonuses directly to customer service.
Monitor the level of customer service your staff is putting out.
Know when you can ignore what your customers want.
Continuously focus on your goals.
Now, that you know what you want you can start thinking about how to meet those
wants and create a positive customer service experience.
If you’re having a hard time deciding on what you want, the tools, resources and
coaches in our FREE test drive can help you define the wants and needs of your
company in relation to customer service.
The Corporate Puzzle, These are the 7 specific areas you need to consider in your franchise prototype process:
- Primary Aim
- Strategic Objectives
- Organizational Strategy
- Management Strategy
- People Strategy
- Marketing Strategy
- Systems Strategy
These 7 areas will fine-tune your plan for the ultimate level of success. In this lesson, we are going to cover the first three.
It’s essential in business development to set goals and see a vision for the future. This needs to go beyond the business and you need to think about what you want out of life. What do you dream about? How do you see your success unfolding? Knowing and understanding these things will give you the momentum to get started and the stamina to see it through. Even take a minute to write them down and tape to your desk for a constant reminder of what you’re aiming for.
These are essential in taking your business from surviving to thriving. All of these objectives should offer solutions for how to get to your primary aim. There are many things you can use to set strategic objectives, but here are a couple of the most popular:
- Money: Setting monetary goals is a great, simple way to see how you are doing at any point in the game. It’s easy to measure and easy to find adjustments to help meet this goal.
- Worthy Opportunities: When considering partnerships and other business opportunities you need to think about whether or not they will help you reach your primary aim. Those that will are the best opportunities to seriously consider.
The key to setting standards and goals is not to limit you or stress yourself out. You need to find some quantifiable things you can use to measure your progress toward your primary aim. These are just two suggestions, but make sure no matter what your standards you set you are paying attention to the details, as these are one of the biggest keys to your success.
The strength of your organizational structure can make or break your business, so it’s important to take the time to put together a solid structure for your business to grow from. Generally, a company is organized around the roles and responsibilities that need to be taken care of on a daily basis and the personalities that need to fulfil those roles.
No matter what roles and responsibilities you’ve defined for your employees, you must always keep your personal primary aim separate from your company’s primary aim or mission statement. Once you’ve identified the primary aim for your company it will be easy to set up a positioning structure that will work.
Don’t forget to put together position contracts. Your employees should sign a statement of their roles and responsibilities. This helps keep them clear for you, the employee and other employees/vendors or other individuals.
You can see how these areas all work together to build a solid structure on which to build your business. If you need help defining any of these areas, you can check out the resources, tools and speak with one of our fantastic coaches during your FREE test drive.