What You Need To Know To Create A Successful Sales And Marketing Strategy For Your Business
Creating a sales and marketing strategy for your business can be daunting. Marketing your business involves more than an amazing storefront, nice signage, a well-designed website and a blanket of ads across your local market.
Marketing your business is a strategic plan that includes tactics and tools that are precisely targeted to the audience that you are trying to attract.
This plan has proven ideas and innovative strategies designed to help you get more customers, grow your sales and save time.
This plan contains everything you need to keep your business on track for the next week, month and year. You can use this plan to record ideas and insight about the biggest opportunities you see in your marketing and sales strategies.
The IDEAL sales and marketing strategy PLAN for businesses
Attract Sell Wow
Attract is the 1st phase of this plan.
In this phase, you will focus on:
– Knowing your target customer
– Attracting their interest
– Collecting Leads To Follow Up
Sell is the 2nd phase of this plan. Here you will learn how to convert followers to fans by focusing on the following:
– Educate To Sell More
– Your Offer
– Close More Sales
Wow is the 3rd phase of this plan. This is designed to help you create raving fans and keep them coming back for more. Here you will :
– Deliver and Wow
– Grow the Value of Each Customer
– Grow Sales With Referrals
Identify Your Target Market
As a business, you have dreams, goals. You want the entire world to know your products and services are available to everyone.
It can be easy to spend huge sums of money trying to attract the world to your products and services, only to find that you’ve overspent your budgets and you don’t have any new customers.
It’s hard to get noticed in this clutter filled world, but attempting to reach everybody with your product or service is not only inefficient, but it’s also very expensive. That’s why it’s important to narrowly define your target customer and meet them where they are.
Who are my ideal customers? ( Use demographics such as age, annual income, and education level. Use psychographic information such as behaviors, hobbies, and values) …………………………………………………………………………………………………………………………………………..
What are their pain points? (Efficiency, ease of use, time, etc) …………………………………………………………………………………………………………………………………………..
Why should they buy from me ( and not my competitor)? …………………………………………………………………………………………………………………………………………..
What are their most common objections to doing business with me? (Cost, time, etc) …………………………………………………………………………………………………………………………………………..
Who is NOT my target customer? ………………………………………………………………………………………………………………………………………………
It is important to narrowly define your target customer and meet them where they are.
Related Post [ Know Your ideal Client]
Attract More Customers To Your Business
Once you know who your target customers are, you’ll need to find out where they are most likely to come in contact with your brand and be receptive to your messaging.
Think about location both online and offline and in person. Are they on a particular social media platform? Do they attend local business events? Are they members of a local community or work in the neighborhood?
After you’ve identified where they are, start focusing your efforts there. Perhaps this means that you need to join a local networking group, open a twitter account or spend some money on advertising. Be where your customers are and start engaging with them in an authentic, helpful and personable way.
Use lead magnets, like videos, free reports, coupons, giveaways to attract more of your target audience to your business.
Where do my customers “hang out”? (Social media, online, conferences, etc) …………………………………………………………………………………………………………………………………………..
What would attract them to my products and services? (Educational materials, reports, etc) …………………………………………………………………………………………………………………………………………..
What lead magnets are currently working on? (Coupons, contests, free trial, etc) …………………………………………………………………………………………………………………………………………..
New lead magnet ideas: (Videos, samples, etc) …………………………………………………………………………………………………………………………………………..
Pro Tip: Here are some topics you can brainstorm on
What are some common mistakes that you help people avoid?
3 mistakes most people make when[buying their first home, cleaning their home]
Do you make these 3 mistakes in [raising your children]
3 common [investing] mistakes you don’t know about
What are the frustrations people have when they buy from your competitors?
3 questions to ask your [home repairs guy] before you hire him
3 mistakes that young [lawyers]make when [writing wills]
5 things to consider when[ choosing your insurance company]
the 3 biggest problems with [public schools]
What are the underlying goals your customers have?
3 tips for successfully [publishing]your [first book]
4 things you absolutely need to know about [health care]
5 proven techniques to [increase your energy]
7 new tricks to[get on the first page of google]
3 keys to fixing your [lead generation] problem
What are your customers curious about or trying to learn?
3 Frequently Asked Questions on [nvesting]
3 things they should have taught in [college] about [marketing]
3 Tips on how to deal with [dissatisfied customers, inactive customers]
Collect Visitors’ Information To Follow Up
As you begin attracting more customers to your business, you’ll want to make sure they don’t leave and forget about you.
Now that you have attracted the right audience, you need to either make the sale or get their contact information so you can follow up with the leads that aren’t ready to buy just yet. You can capture leads by providing them with something of value in exchange for their contact information, like a free trial or sample of your product or service. Build trust and give your prospects a reason to opt-in.
E-books, podcasts, videos, webinars, and downloads are just a few content assets that you can offer to build trust with your audience and establish credibility for your brand. Make it easy to opt-in with the right lead capture tools, like a web form on your blog or website.
How many visitors am I attracting and collecting each month using the following?
- Websites: …………………………………………………………………………………………………………………………………………..
- Events: …………………………………………………………………………………………………………………………………………..
- Blog: …………………………………………………………………………………………………………………………………………..
- Direct Mail: …………………………………………………………………………………………………………………………………………..
- Telephone: …………………………………………………………………………………………………………………………………………..
- Networking: …………………………………………………………………………………………………………………………………………..
- Social Media: …………………………………………………………………………………………………………………………………………..
- PPC: …………………………………………………………………………………………………………………………………………..
- SEO/SEM: …………………………………………………………………………………………………………………………………………..
- Walk-in: …………………………………………………………………………………………………………………………………………..
How can I capture their information?
- Discussion board
- Networking events
- Have employees ask
- Demo
- Drawing/Contest
- Webform
- Lead Generation (social media)
B
Other lead captures methods: …………………………………………………………………………………………………………………………………………..
What’s can I use to organize potential customers once I have their information? (Database, spreadsheets, CRM, etc) …………………………………………………………………………………………………………………………………………..
Where are my lead collection gaps? …………………………………………………………………………………………………………………………………………..
Educate To Sell More
Consumers will only pay attention to you when they are motivated to do so, and the best way to gain their attention is through interaction and education.
It is important to understand your target customer before you can create content that is relevant to them. As you build out your content strategy, consider how your message serves your target customer’s basic psychological or self- fulfillment needs.
Then, build foundational content on your website, blog, social networks or other communication platforms that address those needs.
What questions do potential customers have before they buy from me? ( Product details, cost, warranty, social proof, etc) …………………………………………………………………………………………………………………………………………..
How can I address those concerns? ( Email series, white papers, websites, videos) …………………………………………………………………………………………………………………………………………..
Where can I address those concerns? (Blog, social media, newsletters, etc) …………………………………………………………………………………………………………………………………………..
Make The Offer
In order to make the right offer at the right time, it’s important to understand your target customer’s buying process – the journey a customer goes through before they decide to buy (or not buy) from you.
The best way to do this is to observe the past customer’s actions and create a buying process map. Then, match your sales process to their buying process.
If you have a sales team, you will want to optimize your resources so that you spend your limited time with consumers that are qualified. Lead scoring is tracking your prospects’ behaviors and activities, so you can determine their varying levels of interest in your solution. It is a great tactic to use that will help ensure that you spend your limited time on the people who are most likely to convert.
What is my compelling offer? ( What solution do I provide that addresses my customers’ pain points?) …………………………………………………………………………………………………………………………………………..
When should I extend the offer? (After they read the e-book, after a conference, when they initiate a call with a sales rep, etc) …………………………………………………………………………………………………………………………………………..
What does my customer’s buying journey look like? (How are buyers getting from step one (“Do I have a need?”) to a justified decision?) …………………………………………………………………………………………………………………………………………..
How do I know when a prospect is “hot”? …………………………………………………………………………………………………………………………………………..
What are some key objections that I will need to overcome? …………………………………………………………………………………………………………………………………………..
What offers work to convert sales? …………………………………………………………………………………………………………………………………………..
What happens to everyone else who doesn’t decide to purchase right away? …………………………………………………………………………………………………………………………………………..
Related Post [Customer Journey]
Close More Sales
Closing the sale involves more than just an exchange of money or signed documents.
In a direct sales conversation, the close involves clear communication, good presence, and written documentation. In an eCommerce business, the close involves ensuring that there is a mechanism for collecting payments and processing the order. Regardless of your business type, the close is the signal that the deal has been negotiated and you can now begin the process of delivery (and eventually sell more).
How do customers buy from me? (Online, in person, sales team) …………………………………………………………………………………………………………………………………………..
How do I make it easy to buy from me? …………………………………………………………………………………………………………………………………………..
How can I make it even easier? …………………………………………………………………………………………………………………………………………..
What are the top 3 things I can do to improve my selling system?
1. …………………………………………………………………………………………………………………………………………..
2. …………………………………………………………………………………………………………………………………………..
3. …………………………………………………………………………………………………………………………………………..
Deliver and WOW
The first step in wowing your customers involves delivering more than what you promised. This may seem simple and obvious, but in the hustle and bustle of daily work, it is often overlooked.
Think about the last time you were completely impressed by a company. You probably did business with them more than once, and maybe even told a few of your friends about it. Wowing your customers involves going the extra mile to create a memorable, delightful experience that will create customers for life. Satisfy customers by providing the service or product that your customers pay for in a timely fashion. Then wow them by going above and beyond their expectations and provide additional value.
What are 5 things I can do to wow my customers during my first 30 days of business with them? (Send cards, quality, and unique packaging, coupons, personal phone call, etc.)
1. …………………………………………………………………………………………………………………………………………..
2. …………………………………………………………………………………………………………………………………………..
3. …………………………………………………………………………………………………………………………………………..
4. …………………………………………………………………………………………………………………………………………..
5. …………………………………………………………………………………………………………………………………………..
What are 5 things I can do to continue to wow my customers after the first 30 days? (periodic surveys, birthday cards, holiday announcements, etc)
1. …………………………………………………………………………………………………………………………………………..
2. …………………………………………………………………………………………………………………………………………..
3. …………………………………………………………………………………………………………………………………………..
4. …………………………………………………………………………………………………………………………………………..
5. …………………………………………………………………………………………………………………………………………..
What can I do to ensure my customers are enjoying the service or products they paid for? (Follow-up email, survey, customer satisfaction tool, etc) …………………………………………………………………………………………………………………………………………..
How can I find out how my customers are feeling? (Surveys, email, phone call, etc) …………………………………………………………………………………………………………………………………………..
When a customer isn’t happy, what can I do to reach out and make the situation better? …………………………………………………………………………………………………………………………………………..
Grow The Value Of Each Customer
This involves offering more. Knowing what to offer and when to offer it involves a bit of strategy. The easiest way to do this is to determine how you can help your target customers today and in the future. The way out doesn’t have to be your specific product or service nor does it have to result in a sale. Your solution can be as easy as providing tips and resources related to their inquiries.
3 ways to tactfully increase your revenue while continuing to be helpful:
Cross-sell: Customers aren’t always aware of the perfect product or service pairings and may be willing to purchase related items that enhance their experience.
Upsell: Listen to your customers and try to understand their needs. They might be willing to pay extra for special treatment, warranties, or monthly programs.
New products: Remember to help your customers by identifying things that will enhance their lives by notifying them of new products or services.
What products do I offer that are often purchased together, or that customers would consider a must-have based on their previous buying history? (Accessories, software) …………………………………………………………………………………………………………………………………………..
What are my upsell opportunities? What can I offer as a higher level of service? (Warranty, special treatment, etc.) …………………………………………………………………………………………………………………………………………..
What do I do to encourage existing customers to buy new products? …………………………………………………………………………………………………………………………………………..
Grow Sales With Referrals
Asking for referrals and rewarding customers who refer your business to their friends and networks completes the WOW experience.
Effective referral programs are a big win for businesses because they help customers develop habits that include your company. Consider establishing a referral program with rewards that are easy to obtain. Providing small gift cards, discounts, movie tickets for referrals is a great way to demonstrate your appreciation.
When a customer is happy, how can I ask for referrals, repeat sales or testimonials? (Surveys, cards, etc.) …………………………………………………………………………………………………………………………………………..
How do I reward customers who refer? (Surveys, emails, phone call, etc.) …………………………………………………………………………………………………………………………………………..
What do I do to systematically ask for referrals? …………………………………………………………………………………………………………………………………………..
This plan provides a simple framework you can use to design a marketing plan that will help you attract customers, grow sales and deliver an experience that wows your customers.
When put into action, this plan will help you grow sales and give you more time to focus on the things you love.
Yes, it will be hard work. And yes, we will be right there with you as you do it. Let’s create a sales and marketing strategy together, one step at a time.
Now, let’s get started on this strategic plan.
Do you struggle with getting customers to make repeat purchases?
Are your loyal clients not excited about referring your products or services?
Are you leaving money on the table by not upselling your current clients?
Download this checklist, and learn simple tips and resources related to client needs that can help increase your revenue while continuing to be helpful to your customer.
In this checklist, you will see cost-effective ways to wow your customers.
