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Why Don't
You Have Ten Times As Many Clients? You Could!
©2005 by Charlie Cook
You know
that hundreds, if not thousands, of people want and
need your products and services. You're spending good m0ney
on
advertising and mailings and you have a great looking
website
up, but you're still not getting all the clients you want or
could handle. Why aren't more people responding to your
marketing?
The most likely reason is your small business marketing
materials aren't answering the q.uestions your prospects are
asking about your goods and services.
Imagine you wanted a new car and walked into by a dealer's
showroom. You spot the sleek looking model you’re interested
in
and go over to take a look. It's at this moment that a
salesman
walks up to you and introduces himself.
You start asking him q.uestions about what makes this car
worth
so much, what it's good for, what features are included,
guarantees, etc. Then you ask him if you can take the car
for a
test drive. n0w imagine that the salesman responded to each
q.uestion with a shrug and said, 'You'll just have to buy it
to
find out if it is what you want.'
If the salesperson couldn't or wouldn't answer your
q.uestions,
you'd most likely walk out and head for a car dealer where
they
could give you detailed answers to all your q.uestions.
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You
don't want your prospects to walk away and possible turn
to
one of your competitors do you? Of course not, but if
your
marketing isn't answering your prospects' q.uestions
you're
going to continue to see most prospects walk away from
your
marketing materials and look to make their purchase
elsewhere.
My small business clients generally report that once
they meet
with a prospect, they can close 20 to 50% of s.ales.
The problem is getting prospects to contact you or
selling
services and products without a s.ales conversation at
all,
through the Internet or direct mail. Your marketing has
to be as
good as you are face-to-face. Is it?
Bob and Dennis from Kansas called with just this small
business
problem. Once they meet with a prospect and present
their
information, their closing rate is almost 50%. The
problem was
that despite getting ten thousand visitors to their web
site in
the last couple of months, only a handful of these had
contacted
them. You can't close more s.ales without qualified
leads.
When you're face-to-face with a prospect, you know how
to get a
conversation going and to answer all the q.uestions they
have
about your products and services. Prospects reading a
s.ales
letter or your web site or listening to an ad also need
their
q.uestions answered. No answers, no s.ales.
Once I explained to Bob and Dennis how to focus their
web site
marketing and use it to answer their prospects'
q.uestions, and they made the necessary changes to their
site,
they saw their leads and s.ales surge.
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So what are the
q.uestions your small business prospects would
ask if you were meeting with them? What do they want to know
in
order to be convinced you can help them?
What are the q.uestions your marketing needs to answer?
What information should your marketing materials give
prospects
in order to make a s.ale?
Whether you're marketing a product or a service, your
prospects
want to know:
- Who is it for?
- What's the primary problem it solves?
- How will I be better off with it?
- Will it really do what you’re telling me it will?
- What specifically will it do to solve my problem or answer
my
concern?
- Is this information for real?
- Is it the newest or latest model?
- Who else has bought it? What did they think of it?
- Why should I trust you?
- Is yours the best company to get this item from?
- Is it a fair value?
- I really want it, but how can I justify spending the
m0ney?
- Do I really need it n0w?
- Why should I make this purchase today, or this week?
- How can I make sure I'm not making a mistake?
- Okay, I’m ready to get it, but tell me again why I should
want
it?
- If I buy it, how complicated will it be to use? What kind
of
help will I get?
- How long will I have to wait to get it?
- Yes, I made the purchase, tell me again why it was worth
all
the m0ney I spent?
- I own it, n0w how can I get the most of out it?
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Want ten times as many
clients? Start by giving your prospects
ten times as many reasons to contact you and buy from you
and
you'll see your s.ales soar.
If your small business marketing isn't generating all the
clients you can handle, it's not giving prospects the
information they need to make a decision to contact you or
buy.
You can keep using the same small business marketing
strategy,
the same marketing materials and the same marketing copy and
get
the same results — or you could discover how to give your
prospects the information they want and see your s.ales
skyrocket.
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ABOUT THE AUTHOR:
The author, Charlie Cook, helps, small business owners and
web
marketing professionals attract more clients and be more
successful. Sign up to receive the Free Small Business Marketing
Ideas eBook, '7 Steps to get more clients and grow your
business' at
http://www.marketingforsuccess.com
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