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Expert Article in Duct Tape Marketing by Golden Mailer’s CEO

March 23rd, 2015 by

It’s Not Sexy… But It’s Time to Talk Conversion Rates

Tristan Barger, CEO, Golden Mailer

Don’t miss my full article on Duct Tape Marketing. Below is a sneak peak with links and clips from my guest article.

Guest blogger: Tristan Barger, March 17, 2015

Read the full article here: http://ducttapemarketingconsultant.com/determine-campaign-success/#

Not properly analyzing the success of every campaign might seem like an isolated issue. What you don’t realize is this lack of knowledge instigates several unintended (and seemingly unrelated) problems.

flat design icon set of analytics elements

Article clips:

“With no standard method to evaluate marketing campaigns business owners are left with no way to calculate investment costs, leads generated, appointments scheduled, deals closed or the final conversion rate of specific campaigns. You have no clue what’s working. These businesses don’t have the resources to track the necessary information or set-up these systems to complement their business and marketing model.

There is no solution that will work for every small business owner. But there is a solution that will work for your business, you just have to find it. Once you start looking into the number of qualified leads that come in and the close rate, you will get a better idea of what kind of CRM service you need. Do you simply need call tracking? Do you need web analytics and keyword tracking?

Marketing ROI, Golden Mailer

From personal experience, I will warn you that you might discover you have a bigger problem that needs to be addressed before anything else is done. If your close rate of qualified leads is at 15 percent, you need first to identify where in the process things start to “go off the rails,” and fix it. It could be an administration issue, poor communication with staff or a larger problem related to the kind of leads you are attracting.”

Read more on ducttapemarketing.com & the full article @ http://ducttapemarketingconsultant.com/determine-campaign-success/#

Sample of a simple Call Tracking service:

Call Tracking, Golden Mailer
 

QUOTES… We Motivate, Help, and Make Business Owners Laugh

February 21st, 2015 by

Golden Mailer Shares Some Friday Thoughts… Pass Them Along to Brighten Someone’s Week.

Weekly Tips:

Golden Mailer, Quotes for Work, Tips, Funny Work Quotes
  1. If you can, PRIORITIZE work BY GREATEST ROI. That way you will always be working on the task with the biggest impact.
  2. GIVE YOUR COFFEE A KICK! Everyone is putting grass-fed butter in their coffee. Why? It has the right fats to combat cholesterol, fills you up, and gives long-lasting energy.
  3. SORE NECK? Stop looking down at your phone to text. According to a recent study, when your head is bent at a 60-degree angle, the forces endured by the neck surge to 60 pounds.
(Inspired by BusinessHack.com)
  1. Spend the last 10 minutes of your workday reviewing the tasks planned for tomorrow, instead of poorly trying to rush through one last task for today. – Productivity Hack
  2. Create a template for emails that you frequently send out to the same recipients; this keeps you consistent and organized. A template eliminates the chance of forgetting to include important information as well. The recipient will know exactly what to expect and where to look for the information they need. (i.e. Sending campaign details to a client week over week that must contain report run dates, impressions served, clicks served, budget spent, etc.) – Productivity Hack
(Inspired by ProductivityHack.com)

Quotes:

  1. “We are really competing against ourselves. Aside from shared experiences and support, we have no control over how other people perform. Success is meeting your goals, not beating someone else’s goals.” – Pete Cashmore, Entrepreneur, CEO and founder of Mashable
  2. “Quality means doing it right when no one is looking.” – Henry Ford, Founder of the Ford Motor Company and sponsor of the development of the assembly line technique.
  3. “Successful people do what the to rest us are not willing to do. Don’t wish it were easier, wish you were better” – Jim Roth, His rags to riches story played a major role in much of his work as an entrepreneur, author and motivational speaker.
  4. “Some people want it to happen, some wish it would happen, others make it happen.” – Michael Jordan
  5. “Be so good they can’t ignore you.” – Steve Martin
  6. “Long-term planning is often undervalued by our indefinite short-term world.” – Unknown
  7. “Never mind what others do, do better yourself. Beat your own records everyday and aim for a better tomorrow.” – Unknown
  8. “Be undeniably good. No marketing effort or social media buzzword can be a substitute for that.” – Anthony Volodkin, Entrepreneur

Giggles:

  1. “I always arrive late at the office, but I make up for it by leaving early.” – Charles Lamb
  2. “All I’ve ever wanted was a honest week’s pay for an honest day’s work.” – Steve Martin, Sgt. Bilko movie
  3. “Work is the greatest thing in the world, so we should always save some of it for tomorrow.” – Don Herold
  4. Peter Gibbons: Let me ask you something. When you come in on Monday and you’re not feeling real well, does anyone ever say to you, “Sounds like someone has a case of the Mondays?” …Lawrence: “No. No, man. *Heck* no, man. I believe you’d get your *butt* kicked sayin’ something like that, man.” – Office Space the movie
It’s Friday… Do something AMAZING for yourself and someone you care about!

Champion Your Customers For Life!

January 15th, 2015 by

As a business owner you know who your biggest fans are… why not turn them into your customer champions too?

Customer champions can be your biggest fan via word of mouth driving in business, or a satisfied customer reviewing you on Yelp or Google Places. Finding the vocal clients that will champion your work and your company is important and something only you can do.

Golden Mailer, Customer Champion Infographic

Statistically, only 11% of sales reps ask for client testimonials or referrals, when 91% of clients say they would be willing to give referrals.

An article in Business.com by Yoav Vilner stated:

“You’ve definitely got what it takes to amaze your clients and turn them into your biggest fans. It’s just a matter of taking personal care in assessing each client differently and evaluating their wants and needs. Surpass their expectations by integrating some of these ideas into your business plan and you’ll be sure to see a growth in your fan club.”

By no means should your customer champions be a higher priority when it comes to the integrity of your work, time, or resources over other clients.

Every client should receive your very best work. You simply need to distinguish the difference between the ones that will champion for you and the ones that will forget your name the second you finish working with them. Some clients are easily impressed and more vocal than others and make great customers for life. Some clients like reviewing companies on the Internet, others don’t know where to start.

In the same article, Vilner states:

“If you’re willing to go above-and-beyond to satisfy and impress your clients, it will pay off. You’ll see a growth in repeat business, they’ll refer you to their friends and colleagues, and they will publicly proclaim your efforts, which will result in a boost to your reputation.”

From an operations standpoint this means you must keep on your team involved in the brand building process. To do this, management needs to make it a priority to build and utilize the relationships team members have with customers that might be overlooked.

Imagine if you capitalized on all those missed opportunities for customer champions that would be spreading your brand and referring your services as we speak.

Should Business Owners ALWAYS be “On Call”?

January 14th, 2015 by

How to build client trust and still set boundaries…

I was reading through a discussion posted by Paul Castain on LinkedIn about sales reps remaining “on call” after hours. The responses all seemed to have a single underlying theme. It wasn’t stated out right in some of the responses, but it was at the foundation of their point. You need to set boundaries but still make sure your clients trust that they are a priority.

This is never as simple as it seems. Some respondents went as far as to say that they pick up EVERY single call they get – regardless of the day or time.

On Call Photo, Golden Mailer, Blog

This made me laugh a little because, well, that simply isn’t possible. You can’t take every call – Even when it’s the middle of the workday. You might be on a job site, talking to another customer, or installing a garage door. Of course, depending on your industry, your response time will vary… As will your customer’s needs.

For local businesses owners it’s hard to let it go to voice mail…

This is very true. For many businesses that invest a large portion of their budget into some form of advertising, missing a single call could cost them their entire conversion rate (again, depending on what your median sales point is). So they are left to push against the ocean. A point well made by Lon Lohmiller when he stated, “experience has proven that a work/life balance is critical for optimal performance at the times when the rep is “on”, which implies that there has to be “off” time that in the end I believe should be self imposed.”

Why can’t it be as simple as the “hours of operation” listed on YP.com, Google Places, or Yelp?

Once again, it’s just not that simple. Your customer might have the same work hours that you have listed on your website. So do you play phone tag for the rest of your life? No, most business owners that are out in the field for the majority of the day have what they call a “bat phone” – It’s a cell phone that office calls get forwarded to when they aren’t in the office.

Evaluate your target rich demographic and determine when they are most likely to call and try to make yourself available at those times. Some business owners do need to tweak their hours so customers can reach them on the weekends or evenings.

Set boundaries from the beginning!

If an existing customer calls you at an inappropriate time, don’t pick up, listen to the voice mail, and if it is in fact urgent, call them back immediately. If it can wait a day, call them back within 24 hours. Otherwise, you are setting a precedent that any problem is an emergency and will be dealt with immediately. This quickly becomes a habit and before you know it you’re camping with your family and the “bat phone” is attached to your hip. You get burnt out and can’t perform at an optimal level.

On Call Photo, Golden Mailer, Blog

Even the type A personality working seven days a week will get burnt out or over commit their time and resources to customers. It doesn’t matter how much you LOVE YOUR JOB, you still need to take a step back and focus on something else. Tunnel vision and the compulsions to make every single customer your first priority and your best friend will eventually crash and burn. Every client should be a priority. Make sure the squeaky wheel doesn’t get all your grease, and most importantly, be a dependable and reliable vendor that every client can trust.

Sales Negotiating: Create Sales that Benefit Both Parties

January 8th, 2015 by

“If you want them off the phone so bad, why don’t you just hang up?” – Boiler Room, Movie (2000)

I would like to take a trip back to Ben Affleck’s short, yet unforgettable, role in the 2000 film Boiler Room. It doesn’t matter if it’s B2B, B2C, wholesale, retail or just dreams that you are pitching…

“There is no such thing as a no sale call. A sale is made on every call you make. Either you sell the client some stock or he sells you a reason he can’t. Either way a sale is made, the only question is who is gonna close? You or him? Now be relentless, that’s it, I’m done.” – Boiler Room boiler room, golden Mailer, Always Be Closing, Tristan Barger

We would NEVER operate under such crewed methods, language or overall goals, but he has a point. If you sell tires, every time the phone rings, there’s potential to sell a tire.

According to www.JustSell.com‘s negotiation guide, during negotiation…

  1. Use open-ended questions to confirm your understanding of their needs
  2. State your understanding of how the prospect or customer will benefit from your product or service – confirm this is accurate by asking
  3. Be prepared for tactical responses from prospects and customers – whether it’s the flinch following your price quote or silence – don’t react and instead respond with more questions
  4. Listen
  5. Don’t rush to fill pauses – become comfortable with moments of silence
  6. Be prepared to change the value proposition to support price concessions–support your price integrity by adjusting the overall value (e.g., change delivery times, follow-up schedules, service period, etc.)
  7. Try to identify agreement on small items to help develop positive momentum – summarize these agreements periodically
  8. Take notes to demonstrate you’re commitment to the negotiation and to help you find opportunities to summarize the smaller agreements verbally with the prospect/ customer

Always be cautious of your client’s time, space and boundaries. Don’t over step. Give them room to breath and never force them into something you don’t believe in yourself.

Most importantly… Never end a sales call or meeting with:

“Fine. I’m gonna take you off my list of successful people today.” – Boiler Room

If you haven’t seen the film, it’s not for children; however, it begins with a great quote from the lead character:

“I read this article awhile back, that said that Microsoft employs more millionaire secretary’s that any other company in the world. They took stock options over Christmas bonuses. It was a good move. I remember there was this picture, of one of the groundskeepers next to his Ferrari. Blew my mind. You see *stuff* like that, and it just plants seeds, makes you think it’s possible, even easy. And then you turn on the TV, and there’s just more of it. The $87 Million lottery winner, that kid actor that just made 20 million on his last movie, that Internet stock that shot through the roof, you could have made millions if you had just gotten in early, and that’s exactly what I wanted to do: get in. I didn’t want to be an innovator any more, I just wanted to make the quick and easy buck, I just wanted in. Nobody wants to work for it anymore. There’s no honor in taking that after school job at Mickey Dee’s, honor’s in the dollar, kid. So I went another way; I became a stockbroker.” – Boiler Room

This is when Sales Negotiating comes in…

You need to create a sales that benefits both parties! Everyone leaves HAPPPY!

The realization that it’s real people, with real lives, and real families that you are selling to, that’s the moment you become a sales person. The small businesses, the home loans, the company that employees your neighbor… It’s everywhere and there IS NO EASY WAY in. It takes work, time, trust, experience, knowledge, and most importantly, the ability to fall and get right back up and pick up the phone or serve the next customer. Simply knowing that you are selling them something that will benefit everyone is the only talking point you will need.

“Its strange to think how that knock changed everything, everything, hey don’t get me wrong here, I don’t believe in fate, I believe in odds.” – Boiler Room

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