Finding new leads to prospect is not usually the problem for most sales reps. The issue is how to turn that lead into a commission rich client. Many books have been written about this topic, but I feel that most sales pros simply are missing one foundational issue in this race to success…don’t talk to strangers!
Since you were old enough to walk away from your parents you have been told DO NOT TALK TO STRANGERS! So, why are sales people surprised that advertising prospects do not call them back? I am not! You should not be surprised either. So, following that very same principle…who will kids talk to? People that they are (a) comfortable with or (b) people that they know. This is the reason that cold calling very rarely yields a positive result. The concept is simple…sales people must become a “know entity”.
Here are three things that will help you become a known entity:
Monthly sales eNewsletter. Create a unique and simple eNewsletter that goes out to all your current and prospective clients. Keep in non-ego and full of industry information. This is not about direct magazine sales as it is about giving them something that they will read each month because they find it useful. It just happens to be from you. Be sure to place your picture and name near the top. Almost as if you are the sponsor of the eNewsletter.
Group participation. Join industry applicable groups on LinkedIN and participate. DO NOT sell, just participate. Let people know that you are an expert in your sector and that you care. If you sell in these groups, you will not achieve your goals, instead you will be seen as a SALESPERSON! Ahhh run!
Host lunch and learn sessions. These are phone only sessions using your company conference call number. Find an issue that is common to all your advertisers. Then find a fellow advertiser that has overcome this problem. Get on the conference line and invite all others to join you and this advertiser for a chat about the topic. Be sure that you learn how to mute all other lines except you and your guest to keep it all quiet.
Each and every day I work though issues just like this in an effort to help my business coaching clients become a “known entity”. I have seen huge success rates when sales people call on a prospect that has seen their name via email, etc. There is a time and place for cold calling. But, in most cases if you make strides to be a known entity, your chances of success will grow substantially.
Best,
Ryan
About this blogger: Ryan Dohrn is President and founder of Brain Swell Media, an internet consulting firm that helps business owners and publishers make money online. http://www.BrainSwellMedia.com
Ryan R. Dohrn
President/Founder
Brain Swell Media LLC
http://www.BrainSwellMedia.com
803-867-3769
Follow him on http://Twitter.com/ryandohrn for daily tips and advice
http://www.linkedin.com/in/ryandohrn
Brain Swell Media, LLC is an interactive media consulting firm. We focus on five key business areas; online strategy consulting, website development, search engine optimization (SEO), video production and online sales training. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue.
Wednesday, January 19, 2011
Great SEO is Just One Bad Assumption Away
What are your readers/customers searching for online? Answering this question should be the first step of any effective Search Engine Optimization (SEO) plan. But, for many business owners and/or publishers, this logical occurrence is plagued by wrong assumptions. Publishers simply go down the wrong path and throw off their chances of success.
There is a simple fact that publishers and business owners often overlook: we all speak our own language very well, the language of solutions. Our readers speak in the language of problems. Meaning readers are using text in a search box in a different way than publishers are thinking. Readers are looking to solve problems. Often these two things are quite different, and SEO efforts that fail to take this into account will not reach their full potential. For example, a business owner would say, “We offer articles on boating and all things associated with boating”. The wrong assumption is…the searcher must be typing in the search box, “boat articles”. Wrong! The user is typing in the search box, “Boat repair”. Probably even more detailed than that, such as “Bayliner boat repair” or “prop repair Mercury 302”. Thus, the publisher trying to be found for boat articles loses the SEO race.
It is tempting to think that years of experience and dealing with readers give us a good picture of what they want, need and/or desire.
Three points to remember…
1. The number of people that can find you is typically dwarfed by the number that can't.
2. People use different, much more concise terminology in search engines than they do in conversation.
3. There are more terms in use than we can possibly come up with and remember.
So, first things first, do your research. Using websites like Google Ad Words and Key Word Tracker, will get you started down the path toward SEO success.
Stop assuming and you will start winning.
All the best,
Ryan
Links:
http://www.wordtracker.com
https://adwords.google.com/select/KeywordToolExterna
www.webmaster-toolkit.com/keyword-research-tool.shtml
There is a simple fact that publishers and business owners often overlook: we all speak our own language very well, the language of solutions. Our readers speak in the language of problems. Meaning readers are using text in a search box in a different way than publishers are thinking. Readers are looking to solve problems. Often these two things are quite different, and SEO efforts that fail to take this into account will not reach their full potential. For example, a business owner would say, “We offer articles on boating and all things associated with boating”. The wrong assumption is…the searcher must be typing in the search box, “boat articles”. Wrong! The user is typing in the search box, “Boat repair”. Probably even more detailed than that, such as “Bayliner boat repair” or “prop repair Mercury 302”. Thus, the publisher trying to be found for boat articles loses the SEO race.
It is tempting to think that years of experience and dealing with readers give us a good picture of what they want, need and/or desire.
Three points to remember…
1. The number of people that can find you is typically dwarfed by the number that can't.
2. People use different, much more concise terminology in search engines than they do in conversation.
3. There are more terms in use than we can possibly come up with and remember.
So, first things first, do your research. Using websites like Google Ad Words and Key Word Tracker, will get you started down the path toward SEO success.
Stop assuming and you will start winning.
All the best,
Ryan
Links:
http://www.wordtracker.com
https://adwords.google.com/select/KeywordToolExterna
www.webmaster-toolkit.com/keyword-research-tool.shtml
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