Ideas are great. But the key to making things happen is implementation. Mark Satterfield shares his ideas on how to get moving to increase your sales and profits.

Mark Satterfield Presentation from Mark Satterfield on Vimeo.

When marketing services, you need to focus on how to get prospective clients interested in what you have to offer, and then how to convert prospects into paying clients. However, how often to stay in touch is a tricky question. Too frequently and you become a pest. Not often enough, and people forget who you are. This video shares some guidelines you’ll find helpful.

Staying In Touch With Prospects from Mark Satterfield on Vimeo.

The key to increasing your sales is to be more effective at converting prospects into clients. Mark Satterfield of Gentle Rain Marketing has the secret... it's to first... understand.

The Mindset of your clients from Mark Satterfield on Vimeo.

It's summertime, summertime, sum, sum, summertime. Great times for your local pool supplier, right? Maybe Not. Here's the issue: I own a swimming pool company with two retail outlets. We also build and custom design pools. My big problem right now is that there are companies out there selling pool products and supplies wholesale on the Internet. They buy at warehouse prices and sell to the public for just pennies over what I pay. To make matters worse, these are not cut-rate products; they are the same exact brand name products I sell. Needless to say, these Internet sales are cutting into our profits big-time. Even if our customers don't buy from these Internet wholesalers, they use them to check out prices. Last week I was trying to sell an electronic chlorine generator to a local homeowner as part of a pool repair job. When I quoted my price of $1,500 installed, he looked at me like I was a crook and told me he saw the generator listed on the Internet for $800. To keep my good reputation, I had to swallow hard and tell him that if he bought the pool repair services from me I would sell him the generator at my cost! I'm really afraid I'm going to have to shut down if this Internet competition keeps up. I've considered calling a meeting of the local pool service companies and getting us to agree to a policy not to install or service any product that was purchased on the Internet, but I can't see that ever happening. Is there anything I can do to stay alive in this business? Well, first of all, meeting with your competitors and agreeing that none of you will service certain customers probably would violate federal antitrust laws as well as state unfair trade practice statutes, so don't even think about doing that! There's no doubt that the Internet, whatever else it may have done, has empowered consumers to an extent never before possible. With a few clicks of a mouse, your customers can know exactly, to the penny, what you pay for the products you sell them at retail, so you can't hide your profit margins any more. Also, by creating a world in which consumers can instantly have access to perfect information on prices, the Internet is rapidly turning all products into commodities. This means that consumers will look only for the lowest price, driving prices ever lower in a great, sucking whirlpool until everyone is charging only a few pennies over cost. Finally, wholesalers and distributors can cut out the middleman entirely by selling their products directly to consumers on their Websites. The Internet is here to stay, and there's nothing you can do about that. There are, however, some things you can do to stay afloat: Make sure your customers know that the products they buy on the Internet may not be identical to yours, sometimes Internet deals are for refurbished, returned, closeout or re-manufactured products, which come with no warranties or return privileges. Adopt a policy where you will match any price your customers can find on the Internet, as long as they bring in a copy of the Internet ad and you can verify that it is indeed the same, identical product. Make your products value added by offering better warranties, service and return conditions than the manufacturers do, that way you may be able to justify your higher prices. Get out of the retail business altogether, and become strictly a pool service, design and construction company consumers are less likely to nit-pick the cost of each part or product that goes into a much larger job. Finally, keep in mind that not everyone is an Internet junkie, or has the time to do the research necessary to find the best deals online. There are still people out there willing to pay retail make sure you do everything possible to earn their trust and loyalty. If people think they're getting a fair deal, they usually won't spend hours of their precious time looking to save a few pennies.

Cliff Ennico (cennico@legalcareer.com) is a syndicated columnist, author and host of the PBS television series 'Money Hunt'.  This column is no substitute for legal, tax or financial advice, which can be furnished only by a qualified professional licensed in your state.  To find out more about Cliff Ennico and other Creators Syndicate writers and cartoonists, visit our Web page at www.creators.com.  COPYRIGHT 2005 CLIFFORD R. ENNICO.  DISTRIBUTED BY CREATORS SYNDICATE, INC.

Small Business Secrets with Susan Solovic reveals how winning new business can be a snap with tips from author and sales expert, Jill Konrath. Jill shares how to reach frazzled customers and points out some of the common mistakes sales people make when trying to make the sale. For more information visit www.snapselling.com.

Free Shipping Offers to Increase Holiday Sales for Small Business
By Danita Blackwood, SBTV Small Business Blog

Many small retailers and small business owners are looking for ways to increase online sales; especially for the winter holiday season. Many of the big retailers have started early with free shipping programs to entice online shoppers including Best Buy, Wal-Mart, Target, and J.C. Penny.  Many small businesses and independent retailers would like to offer free shipping but are not sure it would pay off.  SBTV.com went to Jordan Colletta, vice president for UPS' worldwide marketing of e-commerce, in this video for tips on how to implement a free shipping program:  http://www.sbtv.com/Topics/2172
 

SBTV.com has a number of free streaming videos, articles and podcasts on shipping systems and saving money on shipping.

Some small businesses and merchants are taking a different approach to free shipping offers for the holidays this year.  Hundreds of small and mid-sized online businesses are already committed to take part in the third annual Free Shipping Day scheduled for December 17, 2010 where merchants offer free shipping with delivery by Christmas Eve.  For more information on the one day shopping event, visit www.freeshippingday.com.

To learn more about business trends, contests, and events you can put to work, please follow me on Twitter at http://twitter.com/danitablackwood

 If you're selling to large corporations, the likelihood of getting their business in just one sales call is pretty slim these days. Yet ironically, when I ask many sellers what their main objective is for the initial meeting, they tell me, "Close for the order" or "Get the contract signed."

Going into a meeting with this goal in mind is a setup for failure. It's not going to happen because decision makers from these big accounts don't make quick decisions. And, if you push for a close, you'll create insurmountable obstacles that are nearly impossible to overcome.

You have to realize everyone is already swamped in these companies and that any change creates more work. That's why the status quo is your biggest competitor these days.

It generally takes multiple meetings spread over a several month period (or longer) to get the internal agreement to go ahead. This happens even if your offering saves huge amounts of time, money and resources while exponentially growing sales and expanding the market. And it especially happens if what you're selling impacts multiple people, involves high risk or costs significant dollars.

Most corporate decision makers would laugh in your face if you used any of these lame closing techniques:

        •     Would you like it delivered on Tuesday or Thursday? (Alternative Choice Close)

        •     I know this is a tough decision. Let's write down the pros and cons for going ahead and see what's the right thing to do. (Ben Franklin Close)

        •     Said while leaving: Just one last thing - would you tell me where I went wrong. I know we can help your company so much, but apparently I really screwed up in explaining it to you. (Last Ditch Close)

So what's a seller to do? Abandon closing at all costs for fear of looking totally pathetic and ridiculous?

Not at all. Success in selling to big companies is measured in forward movement. As a seller, you need aware of the steps that decision makers typically go through when they are interested in purchasing your product or using your services.

Then, towards the end of a meeting with a prospective buyer, your job is simply to suggest the "Logical Next Step." You don't close, you simply advance the decision-making process one step at a time until the it becomes apparent that signing a contract is what comes next.

As a seller, you can't short-circuit someone's decision cycle. If you were looking for a new place to live, you'd likely feel offended the sales agent tried to get you to buy something within an hour of meeting. It's a big decision that requires lots of thought.

Corporate decision makers need their time too. So plan for it - and think about the process that customers go through in making decisions related to your offering.

LOGICAL NEXT STEPS

Based on my experience in working with B2B sales organizations, here are some very common Logical Next Steps.

Follow-Up Meetings

Often, because of time constraints, there is still much more to be explored and discussed with your initial contact. It's likely you'll need some time to think about what you've learned and come back with ideas or more questions.

Meetings With Their Colleagues

Most corporate buyers involve colleagues in their decision-making process. Depending on what you sell and who is interested in it, you might suggest meetings with:

• Other decision makers impacted by your offering.
• Your contact's boss.
• Your contact's subordinates.
• Financial people.
• Technical evaluators & users.

Meetings With Your Clients/Colleagues

Other people in your own organization or your current customers can bring significant value to the sales process. A Logical Next Step might be for your prospect to meet with your:

• Industry specialists
• Technical experts.
• Supply chain personnel.
• Executive team.
• Plant management.
• Current client with similar situation.

KEY NEXT STEP ACTIVITIES

Finally, what specifically would you be doing in these Logical Next Steps? Here are common activities that sellers are involved with as they advance the sale.

Information Gathering

There are many ways to get more in-depth knowledge of your prospect's organization, current systems, goals and objectives, needs, issues, challenges and more. To learn more, you might:

• Conduct in-depth interviews with employees.
• Review their records, past transactions.
• Analyze their current methodology and processes.
• Do internal or external surveys.
• Talk with their clients.

Presentations

Often to get business in a big company, you need to give a presentation. These could be very formal affairs complete with a extensive documentation and flashy PowerPoints. Or they could be simple oral and/or written presentations of what was learned or discovered in the information-gathering stage.

Proposing

At some point, corporate decision makers want "the numbers." You'll have to sit down with them and go through what their costs would be if they used your product or service. Make sure they know the value they get by investing in your offering.

Site Visits

Taking your clients to your home office so they can meet your executive team may help them feel more comfortable with your firm. Also, if you're selling a product, a visit to your lab, engineering area or plants may be highly valuable. Visits to meet with satisfied customers are often highly effective too.

Plan & Review Meetings

Before you do any big presentation or submit a final proposal, another Logical Next Step is to meet with your key contact (or coach) in the account to review what you've put together. Be prepared to make changes based on what you've learned. This can significantly increase your win rate.

IN SUMMARY

Hopefully by now you'll see just how trite closing techniques are when dealing with today's corporate buyer. Gimmicky questions such as "If I can reduce your costs by 25%, could we do business today?" will only get you thrown out with no chance to get back in.

So forget closing. Totally. Forever.

Just keep things moving right along. Suggest that Logical Next Step. If you've done your job right, it will make all the sense in the world for your customer to follow your recommendations. And the next thing you know, you'll be doing business with that big company.

Jill Konrath, author of Selling to Big Companies, helps sellers get their foot in the door of large corporations, create demand and win profitable contracts.  For more articles like this, podcasts & webinars, visit http://www.SellingtoBigCompanies.com .Get a BONUS Sales Call Planning Guide when you sign up for the e-newsletter.

"Can you tell me what am I doing wrong?"

That's a question I get a lot from business owners, as well as my clients, who often ask this when business traffic and sales are slow.

Often, my reply is "You are not doing anything wrong. You just need to do some things a little better, and you need to start doing the things you've been putting on the back burner."

I've gathered a list that can help you evaluate your own marketing efforts. It includes what I have found to be the 5 most important marketing strategies that can contribute to the success of just about any business, small or large.

1. Target a Little. Ok, a Lot

Everyone may not be a good prospect for your products or services. But your targeted marketing strategies will produce the best results for that will surely save you money and time. Customize your marketing materials to appeal to their greatest need. Then multiply your ROI (return on investment) by carving out several other niche markets and focusing your marketing to appeal to the biggest need of your potential customer from each market.

2. Advertising. Always Include an Offer

Always include a compelling offer in your ads. Offer free promotional item or information related to your industry and product to generate more inquiries and website traffic. Then go ahead and offer a great discount or bonus that you can afford to convert those inquiring prospects into new customers.

3. Contact Information. Collect it All and Use It

Most potential customers won't buy the first time around. You need a good system to collect their contact information so you can reach them again at a later time with special offers. Many businesses receive a 50 percent increase in sales by simply following up with prospects who previously requested more information but didn't purchase -- yet. Advertising as we all know can get quite expensive. Maximize your returns by following up regularly with prospects to help convert more of them into actual customers.

4. Add Something More

It's less expensive and much easier to get more business from satisfied customers than to try and find new ones. Continuously find and develop new products and services related to what you sell and offer them to your customers. Affiliate programs are perfect for this, they offer a quick and low-cost way for online businesses to add new products and services within their inventory.


5. Keep Trying. Keep Improving.

Keep testing and evaluating the effectiveness of all your marketing strategies that you use or do to promote your business. Before you know it you will be able to easily identify what has helped your business grow, and what has not.

Take a few minutes an evaluate how well you're implementing each marketing strategy into your business. Even a small improvement in just one area will help boost your sales revenue immediately, and an improvement in several areas will certainly generate a bigger increase in your overall bottom line.

About:
Nic Soto is an internet PR marketing specialist at Public Relations Depot, a Press Release Media Distribution company. Nic has been an online entrepreneur for over ten years, and business owner for over 20 years. Her areas of expertise is Public Relations (Digital PR), Branding and Organic Search Engine Optimization.

Public Relations Depot caters to new and small businesses who are seeking more budget friendly alternatives to increasing their visibility, harnessing free publicity and improving search engine rankings. Contact her today for a free consultation on marketing a business online.

Follow Me: @MamaPR
My Company: Public Relations Depot