- How to Sell to Market Research Buyers, Part 3
- How to Sell to Market Research Buyers, Part 2
- How to Sell to Market Research Buyers, Part 1
- 5½ [behind-the-scenes] Marketing & Sales Activities You Need To Do in December
- Got something to say?
- Running a small firm? Who holds you accountable?
- Marketing & Sales Success Begins with a Simple Step… Thinking!
- Your Sales Forecast Doesn’t Have to be a Guessing Game!
- Lead generation is a 3-step process.
- Measuring Sales… it’s Not just about Revenue
- 7 Selling Behaviors Seller-Doers Must Employ to be Successful.
- Can you really be “all things to all people?”
- 12 Marketing & Sales Activities you Gotta STOP this Year!
- How to maximize the impact of your marketing investment.
- Revenue Growth? Try the ‘5% Challenge’… it’s Brilliant!
- Should you ever walk away from revenue?
- Get Ready for 2017 with these 6 Marketing & Sales Activities
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 2
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 1
- 10 Guidelines for How to Be Successful at Sales
- Strategy Before Tactics!
- 6 Marketing & Sales Lessons Learned in our First 4 Years in Business
- The Sales Presentation: Stop Reading the PowerPoint Slides and Tell Your Story
- Content Marketing not working? Eh, don’t worry about it!
- Marketing Measurement: 3 New Methods You Have to Try in 2016
- The One Thing You Must Include in Your 2016 Marketing & Sales Plan
- Not using LinkedIn? Are you kidding me?!
- Is it OK to fire a client?
- Take Charge of Your Own Success… Stop Relying on Others!
- Getting first-time clients to take a chance on you.
- 9 Ways to Build your Business During the Summer Slowdown
- The Top 10 Ways to Build Awareness
- The 13 Most Common Website Mistakes
- The Most Important Part of Exhibiting
- Content marketing isn’t a one-time thing… it’s an all-the-time thing.
- THINKING! A framework for creating better business plans in 2015.
- Not happy with your marketing & sales? Then make just one change in 2015!
- For Beginners: Should I Tweet Daily? Yes… and here’s how.
- Got your Marketing Plan for 2015? No?! Now’s a good time to start…
- How to Connect with Booth Visitors – An Exhibitor’s Worksheet
- Not getting the email results you want? Make sure you’re following these 7 email marketing guidelines.
- 10 Ways to Get Clients to Sell FOR You (and they won’t cost a dime!)
- Do you know where you’re going? Why Strategy should drive your marketing & sales.
- 11 execution tips to help you exceed client expectations
- How to Turn First-time Clients into Repeat Clients
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 2
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 1
- 13 Lessons for Researchers Who Don’t Want (or Like) to Sell
- Social media marketing success in 30 minutes a day
- Get it right! You can’t manage what you don’t measure.
- It’s not that complicated! A common sense approach to the marketing & sales process.
- How MR firms are blowing it with new customers: Lessons learned while secret shopping
- Management or sales… you can’t serve two masters.
- Prove it! Nine ways to convince prospects to work with you for the first time.
- Five everyday ways to grow your business
- How that ‘one great client’ could doom your firm
- Six marketing and sales mistakes MR firms make every day
- Eight proven ways to build awareness – and why you should!
- Suspects, Prospects and Clients: Is your firm focused on the right target?
- A Checklist for Conducting Your Own Marketing & Sales Audit
- Learning to play the game: What football can teach us about marketing
- Differentiating your firm in a crowded marketplace
- 25 low- or no-cost ways to grow your business
- 15 Reasons E-mail Still Matters in Sales and Marketing
- Come prepared, dress the part and follow up: 10 dos for exhibiting at MR trade shows
- No rookies, no gum and no Frisbees: 10 don’ts for exhibiting at MR trade shows
- How to see yourself as clients see you
- Marketing 101: It takes Work to make it Work
- Use the 8 Ps of Marketing when Setting Strategy
- Integrate the 4 As of Marketing into Your Planning
- Size Does Matter: 4 Approaches to Growing Your Business
- The 12 Guiding Principles of Marketing (part 2)
- The 12 Guiding Principles of Marketing (part 1)
15 easy, low-cost marketing and sales tactics for 2014 – Part 2
In Part 1 of this two-part article, we discussed eight “little” ways a company can improve its marketing and sales in 2014 without spending much – if any – money. To recap, the list included:
- Improve you elevator pitch.
- Hand write thank-you notes.
- Enhance your e-mail signature.
- Create impressive business cards.
- Try A/B e-mail testing.
- Collect client testimonials.
- Test LinkedIn advertising.
- Clean up your database.
I hope you’ve had a chance to give a few of them a try! Here are seven more to include in your business development plans this year.
9. Use HYHAU.
Try this: Every time someone calls to request information or an RFP, ask “How’d you hear about us?” (HYHAU). Then make sure to record and track the responses. No, this is not nearly as detailed and accurate as some of the technology solutions available but if you’re not ready to make that kind of financial or operational commitment, this is a no-cost way to get an order-of-magnitude estimate on how your marketing initiatives are performing. Just make sure that everyone at your firm who works the phones is prepared to do this.
Note: At times, you may need to ask a follow-up question. Let’s say that you have banner ads running on four different Web sites simultaneously and the response to the HYHAU question is “I saw your ad online.” The follow-on question might be “Do you remember which website?”
10. Create an editorial calendar.
Most firms in our industry are engaged in some sort of content development and marketing (e.g., tweeting, blogging, writing articles, producing case studies, etc.). But here’s the problem: We’re often inconsistent with our content publishing and usually struggle with what to write about. To help with both issues, spend a little time on the front end developing an editorial calendar. Use the calendar to outline what you will write about, who you’re writing for, when you will write it, who might be called on to help and what form (i.e., blog, article, case study, etc.) it will take.
To make it easy, start with a simple spreadsheet with spaces for daily, weekly and monthly activities. Add a column for other happenings at your firm (e.g., product launches, new hires, attending conferences, etc.) that could be integrated into the content.
Hint: Tackling an entire year is difficult. Consider starting this process one quarter at a time.
11. Gather competitive intel.
Do you know who your top competitors are? The breadth of their services? Their areas of expertise? What they’ve been up to lately?
At least once this year, schedule some time to really dig into the Web sites, blogs and social media sites of your top four or five competitors. Not sure who they are? That’s OK. Pick four or five firms with a profile similar to yours and go to work on them. Either way, you need to have an understanding of the competitive pressures you face in the marketplace. As you read through the sites, print out the important pages, put them in a binder and make some notes on each firm.
- What services do they offer? Any changes since the last time?
- How are they differentiating and positioning themselves?
- Is there anything truly unique about what they’re doing?
- What expertise do they espouse?
- What’s new in their News section?
- Do they list any clients?
Then, after you’ve gathered all that data, do a little critical analysis: What are the pluses and minuses of these competitors when compared to your firm? Have you learned anything that’s going to have an impact on how you conduct business going forward?
12. Don’t make decisions in a vacuum.
You’re smart and experienced but from a marketing and sales perspective, your opinion is only half the equation. What matters just as much (actually, even more!) is what your clients and ex-clients think. Remember, the buyer’s perception is the seller’s reality.
Stop assuming that you know what your clients think of you and what they want. Take a little time to simply ask them. Whether it’s an online survey, telephone call or in-person visit, the goal is to get answers to the following questions:
- “What do we do right and what do we do wrong?”
- “How/where can we get better?”
- “Why do you use us?”
- “What do we do, if anything, that’s unique?”
- “Why did you leave us? Who do you use now? And why?”
Build this into your routine. Ask these questions of your clients annually.
Hint: As a senior executive, let me challenge you to pick up the phone and talk with just one client or ex-client per week. Over time, you’ll be amazed at the feedback you amass.
13. Take advantage of OPD – other people’s data.
How many names do you have in your CRM? How about the number of LinkedIn connections? How’d you like to increase your exposure to 10 times as many? You can, but you’ll need access to other people’s data.
The best and easiest way to do that is to place small banner ads in the e-newsletters that publishers send out to their subscribers and associations send out to their members. These organizations have spent years building and managing a highly-qualified subscriber/member list – it’s their livelihood. For a small fee, you can take advantage of all of their hard work and good name.
Think of it this way: The likelihood that a Quirk’s subscriber will open an e-mail from Quirk’s is significantly higher than the likelihood that they’ll open an e-mail from you. More importantly, its newsletter will expose your firm to literally tens of thousands of potential new sales leads.
Further, your ad in its e-newsletter comes with an implied endorsement, simply by virtue of the fact that your message is being delivered under its banner.
14. Develop a better capabilities presentation.
I have written and spoken at length about how to enhance PowerPoint presentations to better engage your audience. But here are three other related items that can improve your success rate, as well:
- Create several versions of the presentation. One strategy is to create a targeted presentation for each industry that you serve. If you know what methodology or applications they prefer, you could create versions based on that. Really want to close that big client? Create a customized presentation focused exclusively on them.
- Learn to deliver the presentations remotely with a platform like GoToMeeting or Webex. Not only is this an efficient and cost-effective way to communicate, it is especially important when your business development efforts are phone-based. (Hint: Consider creating a shorter version of your full presentation. Shorter slide decks lend themselves better to remote presentations.)
- “How do you get to Carnegie Hall?” “Practice, practice, practice!” If you’re the one delivering the presentation, gather some colleagues, deliver the presentation to them, then ask for their honest feedback. Have a sales rep who sells for you? Have him/her deliver the presentation to you. You need to need to make sure that they are representing your firm in the way that you think they are. (Hint: Practice even goes for remote presentations.)
15. Keep an eye on the industry.
What trends are happening in the industry? Are your competitors or clients in the news? If so, what for? An easy way to stay on top of the MR industry and everything in it is through the use of Google Alerts. Google Alerts provide you with daily/weekly feedback e-mails from Google as it goes out and searches the Internet for the words or phrases you select.
Best uses: competitors’ company or key employee names; client or prospect names; hot MR industry trend words; and even your own firm’s name.
Hint: Put your search terms in quotations (e.g., “qualitative research”) to enhance the relevancy of the searches.
Planning and discipline
One final point: Things that are easy to do are also easy NOT to do. Don’t fall into that trap. While pretty simple of the surface, tackle the above ideas with the same planning and discipline as you would exhibiting at a conference or rebuilding your website. These may be smaller initiatives but they are no less important.
Good luck and good marketing.
This article originally appeared in Quirk’s: http://www.quirks.com/articles/2014/20140227-2.aspx.