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Whenever we meditate about content marketing one thing came into our mind is blog & article.
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Every year many startups have been joining the startup journey but few exist for a longer period. The only way to survive in this competitive world is to have a strong marketing or business growth strategy.
Every year new start-up’s join the business industry with creative ideas and with a hope to establish themselves as business giants but some fail in achieving this goal.
I’m not a good marketer. Neither a good sales person. ( my mom warned me not to use businessman and salesman in my words, so I’m writing sales person 😛 ) But when I’m in sales mood my conversion rates in sales go real higher. So here is a little secrete that can improve your sales much higher, as high as 20-35%. Especially effective for people who also understand what their service or product really is.
When meeting a customer don’t talk project or price from the start. Listen to your customers explaining why they want the product in the first place. In web design business, I used to ask, “What do you think a website can do for you?” or like, “Why do you want a website for your business?” You know it’s different than I’m telling what we do and how we are different.
Then listen. Listen till they drain up all their motivations and influencers who told them to make a website in the first place. This is really wonderful. You get to know who they really are. What’s the situation of their business. How their friends make them to think about designing a website can solve their issues. I heard like “My offline business is doing good. But you know I’m missing ways to scale up my market reach and sales. My XYZ friend who came for a dinner last month told me by creating a website I can get lots of inquiries from people who are searching for services like me. Also my YYN I HATE THAT GUY competitor is growing by creating a website.”
Then see when influencers are these, you can’t talk a lot about branding and colors. You should be better talking about if this piece of design can solve their issue. You also need to tell, what else may be required to scale this up too, like may be SEO etc. if you want.
Then I agree to what he said, “Yes! We could improve the sales of XXR OF OUR SWEET CLIENT to some X% by creating a better website.” And they inquire more and I try to confine the discussion to few more lines.
Then I ask, “How does your company want to represent it to your client? What’s the way you do market? And what your customers ask you often when doing sales?” or “I heard about XX company in your space. How is your solution or customer segment is different than them?” See here you are gathering ways you can make them successful online too. For new businesses it may be difficult to get a real picture.
Then listen to them carefully. See I don’t talk the design, look and feel of the website. I talk about their vision of their own company. Listen to phrases like “We want to be caring”, “We are actually good at XX, which can solve XX in the whole process”, “We make products with lot of care and heart”, “As we grow we want to be different than other companies and make our customers save more”, “We hate this, the other company is doing”. If you are listening to stuffs like our customers love it, then it’s time making customers the center piece.
Understand, for every company owner, his company is really good and he wants his company should look good as their sales man. And frankly they don’t know what color is best for them or what style, they just saw it somewhere or think of that would be best. It’s your job to recommend them a color. But understand their brand color and why these colors are or should be there. If indeed.
And when it comes to telling about price, just tell what your best upper price is. Never hesitate to tell. Or else they’ll feel you are cheating them. If they are that comfortable, which often they become, when they reach to this point. They would tell either “OK! that sounds good when should I pay?” or they would tell, “look I don’t have this amount of money?” or “The others say XX REAL LOW PRICE, your price is really high”.
If you get the first one then congratulations. You owe me a treat
If you got the last two, this is the time to tell why you are different. They just experienced a bit of it. It’ll help them compare the money they are paying vs the benefit they’ll get for it. If possible you can give them a ROI demo. And then tell how taking low money like others force you not to do good work. Explain them your expenses including salaries etc. if you can. People don’t want to hurt you. They would be OK and love to help you and also themselves.
If they stick to the price stuff, you should understand they are not yet well convinced. Often I say thank you at this stage, because I knew my time is much worthier. And I say “loved talking to you, You can look for X, Y and Z good designer out there who work at low price. They may help you? Wishes for your business, it’s just that my expenses are little higher and I can’t help reduce it :)” Don’t make them feel guilty. Sometimes they bring you more clients or comeback when they have money.
But if you feel the customer worth it, then you can ask, “What should be the price, you think?” And tell “See I can provide you this much in that price and you’ll be loosing XXX”. Look customers love getting value more than the discounts, though discounts can quicken the process. Read my upcoming book “3 Ways to Price: Part-I” releasing coming Sunday, before giving a discount.
Understand sometimes customers really don’t have money to pay you. That’s OK. If you can’t help with price, just refer them to others. I usually tell “Ask me any other help when you need like advise on designs if I’ll have time, I’d love you help you grow.” Sometimes I sit with the customer to figure out where they should start with the little money and then as some money flows in how to improve bit by bit.
But if you need to get to the conclusion. You need to understand why something is important for them and why they put money into it. Customers often don’t tell you what they exactly need from a service and you can’t guess either. Better ask them to explain, why it’s important. You’ll figure things out much better.
At 8i Creations we were helping businesses and design firms to bring more conversions/orders/inquiries from their websites. Here’s what I’ll sum up as the best practices. (Please don’t inquire 8i creations, we are no more accepting projects)
1. Define your business in 5 words. Headline it on your home page.
2. Solve 3 questions that customer would be asking when coming to a page & follow it up with a contact number/email id/form for further discussion.
3. Navigation text is important. Name links as customer would like to search it, not what your product name is. Eg. “SEO” may be defined as “Increase website visitors”. Similarly ‘Machine for tamarind processing’ is more suitable navigation text that ‘HP terminator 500’. Dharma Agrotech, one of our clients, has a multipurpose machine that can process Peeper as well as Groundnuts. But their customers may not search that way. See how we created different links to the same product. And the conversion was wonderful.
4. Be definitive about who your customers are and who are not.
5. Use videos & photos to describe your products and how it’ll benefit customers. Real photos can make you more authentic than stock images.
6. Customer testimonials are powerful. Use their photos or videos.
7. Clear and simple looking websites convert in an average 5 times more visitors than a website that looks very flashy & complex.
8. Give yourself a face. Put your pictures, pictures of where from you work and a complete address.
9. Invest money in SEO & Blogging if you can afford the money and time. It worths it. The more people come to your site, more you can convert.
10. And most importantly, make contact methods clear, visible and within quick reach. If your phone number is only at “contact us” page, you’ll loose 50% of possible leads. Wit says, convert them as soon as they make their decision. The low touch the contacts will be the better. Phone number or a form is better than only email id.
11. Did I forget to mention about content? Spend on a good content writer. Clear and conversational content are your best investment. Else ask the person-in-charge of your marketing or sales, if he/she’s good at content writing.
It works in this order:
1. More people know about your site: SEO & Blog
2. More people found the solution they were looking for: Site content & Navigation
3. More people contacted you: Clear and instant contact methods.
Hope you would like this post. What are the other best practices do you think?
Customers are different even though they purchase the same products or services from you. They all require different treatment, isn’t it? And you are responsible for building an organization that can better serve the kind of customers that gives you more value.
Once you have some customers, profitable businesses figure out the customer segment worth focusing at and weed out customer segment that don’t bring them any value or profit. All good managers and entrepreneurs know the power of this kind of data. They separate their customer base and continuously segment it. They continuously understand who their customers are and how they are changing.
Now let’s see how different and unique your customers are. Use a spreadsheet (or a CRM software). Add the following columns to your spreadsheet against all your customers name.
1. Channels they came from
2. The geography they belong to
3. The business they are in
4. The older or younger the organization is
5. The older or younger the decision maker was
6. The size of the company
7. The revenue of the company
8. Who in the organization contacted you
9. Who authorized you the money
10. Who got benefited directly from your service in the company (eg: the marketing team or the CEO or COO etc.)
11. The sales they gave you
14. The services they got from you
15. The quality & support they demanded
16. The profit you got from this customer
17. The effort you needed to market/sell them
18. The effort you needed to service them
Now apply 80-20 rule to this. Focus 80% of your energy and staff on serving the most valuable customer segment and 20% serving less valuable. Both things are equally important. While most valuable customers will give you most of the cash, less valuable customers may show you a different future. They can show you if there’s a new market segment emerging or a new kinds of product you can launch to capture a big potential.
Focus your marketing, sales, copy of your website, the product, the contract, the investments accordingly.
As a small business want to grow big this will make you focus your energy and resources in building more value and wealth. You save time, become more knowledgeable about the outcomes and bring more profit.
What else? What more can you do with this customer data? Do this and comeback and comment how this helped you understand your business better.