Debbie Mayo Smith, International Motivational Speaker
Motivational Speakers, Sales, Marketing, Time Management, Productivity, Technology, Tips

Archive for the ‘improving sales’ Category

Diamond Marketing On A Pauper Spend

Wednesday, April 21st, 2010

 

Back in the late 90’s as a marketing consultant, I would always hear the Managing Director of a of risk insurance brokerage I was assisting tell his team “activity equals success”. Without a doubt he was right. The sales you make today are generated from the marketing activities you have done in the past. What differs industry by industry is the lead time required for that activity to create a sale. Stop the activity and in a corresponding time in the future – sales will fall.

 This is not yet another article espousing the imperative of continuing your marketing efforts in difficult economic times. Rather six strategies on how to enhance and refocus your marketing to generate greater success from less cost in time, dollars and effort.

I can vouch for all six because I personally do them every day.

 1. Quantify. Money talks. Fluff walks.

Put a dollar value on how they’ll benefit. Measure their rate of return. 

This exercise is easier than you might think. Will your event management service save them time? Put a value on it by estimating how much time it will save per annum multiplied by the value of that person’s time (their wage per hour, salary). You can reduce stress? Does that lead to happier employees which helps reduce turnover? You can quantify the recruitment costs saved along with the productivity continuum. By helping them put on the conference and not cancelling it this year – it will help them make more sales or increase turnover?  Take the average value of one sale (you can even factor in the life time value of that one new client) multiplied by the number of new ones expected.

You can get the base information any number of ways. Research on the Internet. Their Competitors. Annual reports. Talk to HR professionals about salary levels. Colleagues in that industry. Allies within that company.

2. Do Your Homework

How much time do you take researching a prospect before your initial contact? After several presentations this September at the Bi-annual Asia Pacific Ronald McDonald House Charities conference, An Australian house manager made this comment. “Debbie the most important point I’m taking home from you isn’t one you mentioned, it’s what you vividly demonstrated throughout this conference. It suddenly hit me that I wasn’t doing any research before going to talk to prospective business partners or donors. I just front up the meeting, talk about us and ask for donations or support. It is now clear to me that we can be much more successful by understanding them more. Putting their shoes on. Empathising how we can be of help to them also.”

3. Them. Not You

Almost every piece of marketing material, proposal, sales presentation that I see has the wrong I/You ratio of.  Your prospects care solely about themselves. Yet most marketing material focuses on how wonderful we are. How great we do. Send this chest thumping guerrilla marketing philosophy packing. Replace it with a customer focused what’s in it for them strategy. How will it make them more successful? How will it make them happier? How will it make them more money?

4. Communicate

Build relationships. People do business with people, not companies. How many communications do you receive from businesses after you’ve paid the invoice or bought the good? By maintaining a regular communication strategy you will stay top of mind and gain more referrals. But remember point 3 – the communication is primarily for their benefit – not just yours. The mode of communication should be varied too. Not just email. When was the last time you picked up the phone and called existing customers? You’d be surprised how much business you can generate that way.

5. Tenacity

Figuratively speaking most businesses knock on a door and ask “will you do business with me”? When the answer is “no, not now”, they move on to the next prospect. Then the next. And the next. That time spent is forever wasted.

When you knock, change the question to “can we start up a conversation”? In other words, by using the communication strategy you set up in point 4, you create tenacity. Persistency. You nurture prospects along until they are ready to do business with you or equally important, they refer people to you.

By combining these six strategies, you can improve your success while using less money, time and effort.

Persistency Pays Heaps

Monday, April 19th, 2010

 

Let me tell you about Wayne McCarthy, a top real estate agent with Barfoot and Thompson in Auckland. Wayne worked with a couple from England for two years house hunting in Auckland during the summers. Several months into year three they bought a home online from England from another agent & company. For most, the contact would have ended then and there. However Wayne continued to stay in touch with them with a regular, five monthly “good day, how are you, need a tradesman or anything let me know” email. Yes, Even though they weren’t clients. He never mentioned in any of the emails “Do I have a house for you, told of an open house or suggested they might want an investment property. He simply sent them a can I help you email.

Five years pass

Wayne gets a call from the English couple. “Wayne, we are not coming to New Zealand as often as we would have liked. Please sell the house for us.” “Of course,” Wayne replies “but what about the agent you bought your home from?” “We never heard from him again. You’ve been loyal so we’ve called you”.

What’s the point?

  • Persistence – 5 years
  • Continued though business was lost
  • System
  • Relationship building – NOT BUGGING

Your System

To build a similar reminder system for yourself – why not create a recurring Task in Outlook (To Do in Lotus Notes) to remind yourself to call, visit, follow up on important clients and prospects?

How To Create Superior Proposals That Get Results

Wednesday, March 3rd, 2010

In the current environment of slashed budgets preparing a superior proposal is more important than ever.

 

Here are two strategies that should significantly increase your success.

 

1. Them. Not You

Almost every piece of marketing material, proposal, sales presentation that I see has the wrong I/You ratio.  Your prospects care solely about themselves. Yet most marketing material focuses on how wonderful ‘we’ are. How great we do. Send this chest thumping guerrilla marketing philosophy packing. Replace it with a customer focused what’s in it for them strategy. How will it make them more successful? How will it make them happier? How will it make them more money?

 

2. Quantify.

Money talks. Fluff walks.

Put a dollar value on how they’ll benefit. Measure their rate of return. 

 

This exercise is easier than you might think. Will your product/service save them time? Put a value on it by estimating how much time it will save per annum multiplied by the value of that person’s time (their wage per hour, salary). You can reduce stress? Does that lead to happier employees which helps reduce turnover? You can quantify the recruitment costs saved along with the productivity continuum.

 

Help them make more sales or increase turnover?  Take the average value of one sale (you can even factor in the life time value of that one new client) multiplied by the number of new ones expected.

 

You can get the base information any number of ways. Research on the Internet. Their Competitors. Annual reports. Talk to HR professionals about salary levels. Colleagues in that industry. Allies within that company.

Motivational speaker Debbie Mayo-Smith improving business performance

Thursday, December 24th, 2009

http://www.youtube.com/watch?v=UogJRKBeAqs

Two Important Revenue Generating Ideas

Thursday, September 17th, 2009

If you haven’t paid a lot of attention to your database, you should. It could be a veritable goldmine for you. Here are two tips you shouldn’t ignore.

Never Let A Valid Prospect Go

Never let a viable prospect, referrer or customer go. You spent time (networking, good customer service) or money (advertising, website development) to get them. Don’t waste your money or time spent. Don’t forget your business referrers. They are equally important to keep note of.

Plan For The Future Today

What marketing you’d like to do now and over the next few years.  Think about what business development you’d like to do. Anything new you’d like to try in the customer services arena? Is there any new business activities that you might consider? New product, new service, new branch/store?

What about additional staff? Will you ever need to know or monitor their productivity or their contribution to business? If so how will you measure it? What fields would you need? If you start a newsletter – will all customers and prospects get it? Will they want it in print or online? If online in plain text or in colour? Will the same newsletter go to everyone  (or like me, will you customise an online newsletter and send out four to five different versions each time?

Phone numbers. Are you entering country and area codes now? If not, should you put them in the new database? Yes, if you ever plan to market in any way based on geographical location.

See why you need to stop and think? Not just rush head long?

1. Plan.
2. Design.
3. Move.

Database points the way to higher profits

Thursday, August 20th, 2009

Are you with one of the seven out of 10 businesses missing out on the cheapest, easiest way to generate sales?

I can quote this statistic as a fact because, over the past seven years, thousands of businesses have told me so. For many of my speaking engagements I email a pre-conference survey to attendees. The tallied responses all sing the same sad song: either no database or a database that contains minimal information and is seldom used.

For example, in late March, after collating 100 survey responses from a group of 300 membership-based businesses, I found 67 per cent were keeping only the simple name, address and phone contact details which were required to join.

It was such a crying shame – especially in this economy. Each business could have used the member information to bring them back in for more business and to improve profit. What’s all the more depressing is that if you pooled the combined membership, there could have been a marketing and communication database in excess of 300,000 New Zealanders. This database could be used to benefit both the association members and their members; for example, by offering national discounts.

At the moment I have 52 survey responses from an international jewellery-buying group. Thirty-six of the businesses that have responded so far have a database; however, 25 per cent of them have a minimum purchase requirement before putting a customer into the database. Of the 36, 30 keep mobile numbers, yet only 11 are using text messaging. Just 16 are storing email addresses, and only 13 keep birthdates. Only seven have asked for and recorded family member details.

All advertise by radio and in the press, yet look how they neglect the diamonds they have in their own backyard: their existing customers.

On the other hand, having a database doesn’t mean a thing unless you use it. Paul Watkins, a fellow speaker from Hamilton, was reviewing a law firm client’s database. The firm had 5500 clients. Paul discovered that (in round figures):

* 3400 hadn’t been seen in the past 5 years – in part because 800 of them were dead!

* 2000 of these hadn’t been seen for 10 years.

* There were 400 they didn’t want to see ever again.

* Of those seen inside five years, over 1000 were just for small conveyancing or wills.

* Only 600 had been seen in the past 12 months, of which fewer than 100 were considered active, high-value clients.

This 600 represent just 11 per cent of the total number of “clients”. The top 100 represented only 1.8 per cent of the total. The firm has not undertaken a profitability analysis, but agreed that the top 600 clients (11 per cent of the total) would account for around 90 per cent of the firm’s profit, and the top 100 for more than half of this.

This came as something of a revelation to the partners, and further discussion also led them to the following observations:

* That they treat all clients exactly the same – poorly! They never contact clients, but wait for the phone to ring.

* Interestingly, the more contact they have with a client, the more the client values the work done – and the less they question fees.

* They had no segmented database, so sorting for communication purposes was impossible.

Let’s contrast this with Michael Shaw of Footprint Podiatry in Adelaide. I interviewed Michael to help understand general medical practices for an Australian seminar series I keynoted at last July.

“Debbie, I’m a jack-of-all-trades. My wife asked me to join her business as practice manager. The first thing I said to her was, ‘Darling, you’ve got to put in a computer system and patient database’. ‘Why? We’re doing okay’ was her response. I replied, ‘Because you’re leaving so much money on the table’.

“One of the first things I did was change our forms so we could track where new patients came from. I started a newsletter with special offers and we used the built-in modules for email and text messaging our software had. We were able to cut our no-show and late factor by 49 per cent.

“One day while looking through our appointment book I noticed a two-week quiet period coming up. I thought I would try to fill the gaps so I targeted non-compliant follow-ups. These were patients who didn’t follow the suggestion to come in for their six-month assessment after treatment as suggested.

“I sent an email to 26 patients which generated three appointments, and a text message to 78 which generated an additional six. This might not sound like much, but it only took one hour of my time and cost $12.80 for the text messages, yet it brought in over $500 in revenue. In my first year we doubled practice income.”

If your business is not taking advantage of the ease of getting new business from your customers, isn’t now the time to start?

Sunday, April 26th, 2009

 Business Quick Tips April 2009 Vol 5 No# 42

1. Are you a leader or follower?

 

 

2. What people really want

3.

Computer tips: removing duplicates in Excel; control is the key

4. Can you name the new book?

5. Travel Schedule

Debbiespeaks Website | Business
Books
|
http://www.successis.co.nz/newsletter/sign-up.htm QuickTips Sign-up

 


 1. Are you a leader or follower?

Tap here for the video brochure www.successis.co.nz

You know the Internet has made marketing more visual. Consider this. The Britians Got Talent singer Susan Boyle got over 100 million views of her Idol song, 20 million viewed Obama’s inaugural speech, most TV commercials are put on YouTube and much more – does a paper brochure still stand the test of time?

I made the move this week, putting a video brochure on the website, on my blog, on Linked In as well as on YouTube which hosts the video (and foots the bill for the bandwidth required from viewing it). However, doing a straight video is not enough. If you look at any other speakers video, it’s the same old boring little person on the stage, a male voice over, thunderous applause – all about them. I did something very different. If you’re curious, have a look because it leads into the next article on using humour to be more successful.
 

Get to the video via the image at right (no graphic showing?) or see the unique way it displays on the www.debbiespeaks.co.nz website.

By the way, if you like it (or don’t) let me know please Video feedback

 


2. What people really want

I guarantee that if you add a bit of humour into a presentation. a report, memo or conversation, it will make you more memorable and persuasive. In this modern age of information overload, instant gratification and Twitter, humour works wonders.

Humor to fit your persona.

If you are not naturally funny, you’ll crumble at the thought of adding it. I’ve read umpteen books on the how-to but as my daughter Samantha said in an exasperated breath (as I stopped to look through yet one more book) “What’s the point mom”?
You can know the various ways that books tell you how you can be more funny or write funny lines, but if it’s not naturally in your personality, the how-to won’t put ideas in your head. Here are a few tips on how even the most serious can get that smile. Easy Humor Adds

Funny graphics. Laughing at yourself works, poking fun at your oddities or shortcomings. Highlight the things your kids tease you about. Another area to exploit is problems in common with your listening or audience. Throw in something (unexpected) about the partner, pets, teens….

I used to show a picture of our six children, then launch in straight to the business point of not treating customers the same. Now I ask first “why did I show you this picture” After a pregnant pause I answer my question with “To make you feel real sorry for me.” Instant laughter. Then I launch into the business point. This builds empathy, but does not detract from the business message about to come.

When giving examples, work in threes. Have the third one unexpected and funny. For example “Have you ever heard something life changing? Will you marry me, the job is yours. Shoes, 50% off”. This last line is good when there are a lot of females in the audience.

Google Images are great for humor

Unexpected funny graphics are an easy way to add a laugh. Go directly to Google images  www.google.com/images. You can hone your search by content and image size. When you find the image you want, don’t select it from the thumbnails you see. Click to go to the original source where you’ll get the proper image itself (vs. the Google small thumbnail).

Adding the word cartoon to your search in images will give you exactly that – only the cartoons.

Tip: Larger sized images are better for print and presentations.

 


 3. Two great computer tips

Removing duplicates in Excel

One of the great pains of a dbase in Excel is getting rid of doubles. It can take hours and hours – or if you watch this video it’s one click (Excel 2007; or just a few more in Excel 2003 and prior) http://www.youtube.com/watch?v=ET9Y8sJRH0I

Control is the key

Did you know that simply by holding down the control key you can click and select from different parts of a document, file, worksheet and make changes to them all at once? Have a look.

 

By the way, This link will take you to 26 Hewlett Packard Videos (as well as Chinese and Korean versions).
http://h30458.www3.hp.com/au/en/smb/786357.html

 

 


 4. Can you help name a new book?I’m 7/10ths thought completing the manuscript for a new d atabase m arketing book. The first half is strategy. The second is screen shot computer tips on how to automate the cleaning, fixing, adding and merging of your customer information for use.

Help me come up with a great title – Please!!!! I’m hopeless.

Superb Tips and Tricks For Managing Your Customer Information.

The person that comes up with a great title will get five copies of the book upon printing by Penguin.

name Debbie’s book


 5.Debbie’s travels Would you like to meet? Do you require staff training or have a networking event? Look below for when I’m in your area.

Simply contact me now by email or fill in the speaking quote form The topic and presentation page has been updated for 2009 if you ‘re interested. Topic page on the website

Date City
6-7 August Perth Australia
30-31 July Sydney Australia
23-24 July Melbourne Australia
16-17 July Brisbane Australia
9-10 July Adelaide Australia
29-30 May Alice Springs Australia
20-21 May Auckland New Zealand
19 May Queenstown New Zealand
11 May Rotorua New Zealand

Read
the last Issue of Business Quick Tips

New?
Subscribe Now

No more? Here’s the politically correct yada yada yada “Debbie, no more communications please, unsubscribe here

Published by href=”http://www.successis.co.nz” target=”_blank”>SuccessIS. Debbie
Mayo-Smith International Motivational Business Speaker and Author,
35 Chelmsford Ave, Glendowie, Auckland NZ. Phone 64 9 575 5359.
Copyright 2009 SuccesslS. All rights reserved.
SuccessIS
is committed to protecting your privacy.

We do not sell, trade, rent or otherwise disclose any personal information
you provide to us.

 

 

 

Business Quick Tips February 2009 Vol 5 No #40

Sunday, February 22nd, 2009

Business Quick Tips February 2009 Vol 5 No# 40

1. Fluff Walks. $ Talks.

2. Extra Value WWD

3. How To Stop Redundancies From Killing Your Email List

4. HP Online Learning Centre.


1. $ Talks. Fluff Walks

Enhance and refocus your marketing and sales efforts by putting a dollar value on how your customer will benefit. Show them their rate of return.

This exercise is easier than you think. Will it save them time? Value it by estimating the time it will save per annum multiplied by the value of that person’s time (their wage per hour, salary). You can reduce stress? Does that lead to happier employees which helps reduce turnover? You can quantify the recruitment costs saved along with the productivity continuum.

Help them make more sales or increase turnover?  Take the average value of one sale (you can even factor in the life time value of that one new client) multiplied by the number of new ones expected.

You can get the base information any number of ways. Research on the Internet. Their Competitors. Annual reports. Talk to HR professionals about salary levels. Colleagues in that industry. Allies within that company.

Read entire article Diamond Marketing on a Pauper Spend on my new Time & Money blog


2. Extra Value WWD

What’s WWD? Working with Debbie. Please let me tell you about three new added value benefits.

If you want to improve the business performance or time management of your staff or sales team, or you’re planning a conference this year – allow me to give you a quote. You’ll get a motivating, entertaining, yet practical how to session on how to make significant improvement in business turnover or productivity from minimum effort or cost. It’s by helping to better understand and use the tools you have – database, email, mobile phone, Internet.

Areas we can focus on for example:

– Where and how to find new business

– Improve customer relationships and service

– Get better results from the Internet

– Boost time management, conquer email overload

The three extra value adds?

In addition to the research I conduct beforehand; this year you’ll get

  1. One year follow up consulting for all conference attendees or staff trained.
  2. Complimentary membership for all attendees in my IIY program – hundreds of one minute video lessons, educational articles and quick tips to use with copyright permission.
  3. All new clients; or referrers resulting in a training / speaking engagement will receive one of the best ever business tools – A business card scanner, four hundred dollar value- take a look

Shoot through an email for a quote – or here’s my formal quote page


3. How To Stop Redundancies From Killing Your Email List

With so many redundancies, you’re going to lose a chunk of your email list. Here are three ideas to help you.

  1. Have your newsletter sign up request on every webpage, every piece of marketing material – even your business card.
  2. Have two email addresses on your sign up form. Primary and secondary. With the rate of downsizing – you’re going to lose a lot of subscribers.
  3. If your unsubscribes are automatically removed, if possible take it over and do them manually. You’ll keep a closer watch on your list and be able to follow up personally on VIP’s that are now mail delivery errors.

4. HP Online Learning Centre

If you have the time, HP has 16 courses online from Laptop PC troubleshooting through to Search Marketing Fundamentals. You simply sign in to use them.

HP Online Courses


Read
the last Issue of Business Quick Tips

New?
Subscribe Now

No more? Here’s the politically correct yada yada yada “Debbie, no more communications please, unsubscribe here+-

Published by
href=”http://www.successis.co.nz” target=”_blank”>SuccessIS
. Debbie
Mayo-Smith International Motivational Business Speaker and Author,
35 Chelmsford Ave, Glendowie, Auckland NZ. Phone 64 9 575 5359.
Copyright 2009 SuccesslS. All rights reserved.
SuccessIS
is committed to protecting your privacy.
We
do not sell, trade, rent or otherwise disclose any personal information
you provide to us.


Search


Books

Marketing in Today's Wired World

Marketing in Today's Wired World alerts you to the many profitable and clever ways you can use email, txt, video and audio messages to boost revenues, recruit new business, cut costs, improve customer service and leapfrog in front of your competition.
Read more...

101 Quick Tips for Google and Email
101 Outlook and Google Tips Debbie's years of experience working with email and Google are packed into this easy to read #1 bestselling book.
Read more...

101 Quick Tips: Create a Great Customer Experience
101 Customer Experience Tips do you want more sales, referrals and repeat business? Then you need this book! You won't want to miss these 101 tips to place your head and shoulders above the crowd to build customer loyalty, word of mouth, and profits.
Read more...

101 Quick Tips: Surviving the Kids
101 Balancing Tips with nine children between them and busy careers, let Debbie and Mary Lambie use their experience to make this practical little book a goldmine of solutions for you.
Read more...

Conquer Your Email Overload Superb Tips and Tricks For Busy People
Save hours a week using clever, timesaving 'how-to' solutions to the top problems you have using email, your calendar, address books/contacts.
Read more...