Screw up this one detail and you're losing thousands of dollars every month. Do this correctly, and you'll book more business without spending more on advertising.
Hurry up! That's right, speed is what you need.
Your potential client is busy, distracted and impatient. When they're in the buying-mode they want instant gratification. They want answers; they want to get things going - now. If you can't provide that near instantaneous reply they'll just keep searching.
For example, even if a bride-to-be has two years to plan her wedding, when she decides that today is the day she's shopping for a caterer, then today is the day she wants to speak to someone. Not later, after you meet a client deadline, now.
If her call goes to your voicemail it's very likely she won't leave a message, ever. She'll just go down her list of vendors and keep calling until she speaks to your competition.
You need to break the speed barrier and respond to clients faster than your competition.
Here's how to add speed to your marketing;
Add a contact form to every single page of your web properties. And make it obvious! Don't make the shopper hunt around for a contact form because most of your site's visitors won't think of it. You'll get more leads by making your "contact us" form as conspicuous as possible.
Have your web leads land in a special email box that will immediately alert you on your cell phone or PDA. Yes, your spouse will get annoyed that you're checking your Blackberry, but less annoyed than having to listen to you complain about your lack of business.
Pencils Ready. Carry a pen and a small stack of index cards with you everywhere. As soon as possible respond to that lead. You may only have a minute before your plane takes off but use that minute to acknowledge the lead. That quick call can stop buyers from calling more of your competition.
Avoid voicemail. Have your leads routed to a real live person, even if that is a virtual assistant. Provide the receptionist with enough information to engage the caller and answer some questions.
If you can't swing the cost of a receptionist have your office calls forwarded to your mobile phone whenever you step out. Most phone service providers make forwarding your calls to a mobile simple to do. If your provider doesn't, check out Google Voice.
When Can You Slow Down?
Most time management experts tell you to turn your emails off and let your calls go to voicemail so you can work. That's just ducky for executives, bureaucrats and middle managers - but for the sales people and the solo-self-employed it's suicide. You must be there to answer the call, unless you've got too many clients.
Or, is there a better way? See, the "fire-drill follow-up" mentality is essential when you're just another vendor in a long list of competitors, where the slowest responder loses.
If you're just a name and a number, you have to respond first.
If potential clients only sees you as a fungible commodity (I just like saying "fungible") you're always going to be jumping through hoops - and you'll always have to compete on price.
The trick is to make customers want you, and only you. Once a client thinks of you as their perfect choice... you no longer have to jump every time the phone rings.
How do you become the most obvious best choice? We'll talk about that positioning your brand next time.
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