During the summer Olympics I watched the men's and women's hurdles. I'm
always impressed by these athletes' ability to run at full speed and leap
the hurdles without breaking stride.
(article continued below ...)
But each time I watch this track event, I have the same reaction. If they
just went out on the track and removed those barriers, it would be a heck of
lot easier to get around the track. The athletes could run faster, more
smoothly and wouldn't risk falling (as the accomplished Flo Joyner did).
If you are struggling to attract clients, you may feel like you're
running the hurdles. Obstacles like limited promotional budgets, ads that
don't sell, web sites that don't generate leads, prospects that aren't ready
to buy or who think your prices are too high, all get between prospects and
the sale.
Do you find yourself struggling to overcome hurdles to getting the sale?
You can clear the track of the hurdles that are getting between you and
potential clients once and for all and create a clear path for prospects to
become clients. If your target market knew you and how you could help them,
understood the value of your services and contacted you when they were ready
to buy you'd be rolling in revenue.
Is this how your business works?
Are you getting a steady stream of calls and new clients?
What can you do to remove these obstacles and increase your sales?
If you haven't already identified your marketing obstacles, start by
doing so. The first step is to list them. Once you know your biggest
obstacles to increasing sales, you can look for ways to get rid of them. (If
you have other staff involved in sales, get their input too.)
Below are two common obstacles to sales. For each I've included some
simple strategies for removing these obstacles. Once you understand that
marketing obstacles aren't permanent, you'll discover that you can remove
more and more impediments and clear the way for increased sales.
1. Lack of Awareness
You're just starting your business. No one has heard
of you, and given your lack of revenue, you have little to invest in
advertising. What do you do?
Use lead generation strategies that are free or almost free. During a
severe downturn in the economy, a local financial services firm offered a
series of workshops for free to private investors. Within a year the firm
grew their assets under management from $5.5 million to $15 million.
Using an ezine I sent to librarians and online editors, I grew the value
of a web site about search engines to almost a million dollars, without
spending a dime on advertising.
This strategy works equally well for established companies. Les Schwab
Tire Centers fixes flats for free, giving away over $10 million in repairs
each year. Building goodwill with giveaways like this and an unusual
dedication to customer service, this chain of 300 tire outlets earned
estimated revenue of $1 billion in 2003.
2. Lack of Results from Advertising
You're not getting a positive return
on your ads, should you buy more ad space? How much? Where?
In my experience, there are two obstacles to increasing sales with
advertising. Its either the message or the audience. Both can be fixed to
increase sales.
If you want people to respond to your advertising, get their attention
and prompt them to contact you, write your marketing message, ads and
marketing copy from your prospect's perspective. Identify and address their
concerns.
No matter how good your marketing message is, it won't help you unless
its seen by people who want your products and services. Even if you do your
homework up front, there is no guarantee your ad will draw sales.
Track each ad campaign and each sale to determine which ads sell. No
matter how good your copy is or how many people see your ad, if the ad
audience doesn't include people who want your services and are ready to buy,
it's the wrong audience. Drop those ads that bring in meager results and
identify additional advertising opportunities, ones that will be seen or
heard by people who want to buy your products and services.
Stop wasting your time struggling to jump over marketing hurdles.
Instead, you can identify the obstacles that get in the way and eliminate
them one by one. Make this shift and you'll increase your sales and be more
successful.
About the Author:
The
author, Charlie Cook, helps service professionals and small business owners
attract more clients and be more successful. Sign up for the Frëë Marketing
Plan eBook, '7 Steps to get more clients and grow your business' at
http://www.marketingforsuccess.com
November 9, 2004
| 
