Cold-Calling Trick: 16 Ways to Start a Conversation

Source: http://www.inc.com/geoffrey-james/cold-calling-16-ways-to-start-sales-conversation.html?nav=pop

The most effective way to open a conversation is to connect your call to one of these “trigger events.” Here’s how.

The purpose of a cold call is to have a conversation to determine whether a potential customer has the following two things:

• a need your offering can satisfy, and
• the money to purchase it.

That conversation can happen, though, only if you get through the customer’s natural reluctance to speak with a stranger.

The easiest way to get through that reluctance is to have a reason you’re calling, other than just the fact that you have something to sell.

For example, suppose you’re selling an inventory control system. Here are two possible ways to begin the conversation:

• “I’m calling because I’m selling a great inventory control system that can save you money.”
• “I’m calling because I understand that you just announced a new product line–and since that usually increases inventory costs, you may be looking to for a way to reduce those costs.”

The second example is more likely to result in a conversation because it relates what you’re selling to what’s called a trigger event, a change in the way that a potential customer operates its business.

The following trigger events are all excellent conversation starters:

1. The company has opened a new factory or facility.
2. It is moving an existing facility to a new location.
3. It has hired a new executive.
4. It has lost an existing executive.
5. It has announced a layoff.
6. It has announced an expansion.
7. It has acquired a new major customer.
8. It has lost a major customer.
9. It has launched a new product line.
10. It has retired an existing product line.
11. It has updated a major existing product.
12. It is acquiring another company.
13. It is being acquired by another company.
14. It has announced a restructuring.
15. It has announced a new round of financing.
16. It has announced a change in ownership.

The trick to using trigger events is creating a reasonable link between the event and what you’re selling. The more logical the link, the more likely that bringing up the trigger will result in a conversation.

Where do you find these trigger events? The cheapest way is to check the press releases on the website of the company that you’re calling. An easier way, however, is to expand your CRM system to include a service, like SalesLoft.com or InsideView.com, that trolls the Web and displays relevant news stories and announcements on potential or current customers.

Geoffrey James writes the Sales Source column on Inc.com, the world’s most-visited sales-oriented blog. His newly published book is Business to Business Selling: Power Words and Strategies From the World’s Top Sales Experts. @Sales_Source

Here’s What Makes A Good Brochure!

By Duncan McAdams

Following on from what makes a brochure crap…

We humans don’t talk in bullet points or rave about how good we are or crap on about our history ad nauseum. We look into someone’s eyes and tell stories that engage and delight the recipient. We are friendly, offer something valuable and are keen for a response.

Now go look at your companies’ brochure – does it contain the following:

1. As many compelling reasons for me to buy from you as possible. What’s in it for me, how will I benefit from your product or services? (Include benefits, outcomes, features and interesting info – the lot. No holding back!)
2. Who else has bought – that is happy testimonials? I will believe your satisfied clients before I believe you.
3. What incentives are there for me to hand over my cold hard cash? How are you enticing? Do you have a special offer?
4. Tell me the easy way for me to buy with a number of payment options – you don’t know this but it’s really helpful if I can pay over a three-month period with my credit card (for example).
5. Guaranteed – I don’t trust you yet, what if I’ve made the wrong choice? I’m a good person but I don’t want sole responsibility in this transaction. What happens if it breaks – will I have a huge amount of trouble getting a refund or replacement? Are you good enough to guarantee your work 100%?

I will repeat myself a hundred times in marketing when it comes to spending any money on it. GET IT RIGHT! It’s hard enough with the competition, staffing, compliance and so on to spend money and not get a result.

Who has got boxes of brochures in the back room that never really worked?

If you are a small or medium business owner, have no fear – the big corporates buggar it up as well. So a competitive edge is to get your ‘brochure’ working for you as a sales tool – something that will compel someone to buy from you or at least enquire further.

Brochures are a sales tool. A tool to work for you when you aren’t there in front of your clients. If yours don’t work – biff the lot and start again.

Source: http://www.dmcadams.com/marketing-that-works/heres-what-makes-a-good-brochure/

3 Super Logo Keys: Make Your Small Business Look Big

by: bobbysherman87

If you are looking to buy logo for your business… this is your first great move in making your small business look big. You can browse through thousands of websites and buy logos for a tiny amount out of your pocket. But is buying a logo design the end to branding your business? Buying a logo design is indeed the beginning of a journey to creating a Brand Image of your business.

“Good Ideas rarely come in bunches”- Paul Rand (well known American Corporate Logo Designer)

Not every logo will achieve a brand image and there is really no purpose in looking to buy logo that is an image next to your business’ name if it cannot act as a positive marketing device that attracts and keeps market share loyal. A good Logo Design is a small investment into the future- it attracts target customers and allows your business to flourish as target market chooses your business over your competitors’ businesses as your business ‘seems’ to look big and therefore with better products and better services.

A lot of us do not know where we are headed. We could be going in circles and we could be getting off the track, but it seems to all come out fine when luck is on our side. Unfortunately for most of us, luck is not always on our side, and one needs to evaluate their decisions in terms of the consequences that they may suffer. As boring and ugly as that sounds, it is what we have to do in order to survive the market. That is why, before you buy logos design be sure you know these 3 features amongst many:

• The kind of quality your logo design consultant will provide you with

Your logo design should be of excellent quality- it should stand out. There cannot be any compromises on quality as it will bring out a perception among on-watchers and most importantly target customers

• Benefits you will receive with the logo design

Often logo design consultants give benefits such as a free tagline/slogan concept, free E-books or free Newsletter head concepts. While these benefits are not necessary, most efficient and sincere logo designers provide their customers with freebies

• The amount of logo design concepts produced

It can help in looking at your business from various angles- to see what its possibilities are in becoming in the future. You should not choose one over the other over your personal reasons but how it will satisfy a customer who creates a certain expectation of quality when he purchases your products.

A logo design is a business’ front window- if the logo sparks quality and seriousness, it tells the target customers and on-watchers that it is means business- it is serious, maintained efficiently and run professionally. Your logo designer should give your business the confidence it needs to boast its professionalism and quality through to its customers without making it too obvious.

About the Author

Bobby Sherman is a senior research writer and provide help for Buy logo and Buy Logos . Feel free to contact for any sort of help in this regard.

via 3 Super Logo Keys: make your small business look Big – marketingsource.com Articles Library.

Internet Marketing Campaign – Is It Right For You?

If you think your products and services are worth a buy across the globe, then an internet marketing campaign is the solution you’re looking for. This will enable you to reach out to anyone on the planet. Whether it’s managing customer information, launching a public relations campaign or building sales.

If you’re thinking that this sounds like a lot of blah, read on.

An internet marketing campaign has, you guessed it, everything to do with the internet! It helps you use the internet to advertise or sell goods and services. There are lots of creative ways you can do that, some of the most popular being:

• Pay per click advertising
• Banner advertisements
• Email marketing
• Search engine marketing
• Blog marketing
• Article marketing

Each of these has its advantages, and what you choose to use depends a lot on your business goals. For the moment, let’s look at the benefits of pursuing an internet marketing strategy in general:

24×7 visibility – Customers around the globe are relying on the internet as a primary source of knowledge, so you need to be right there.

Zero in – Internet technology can help you identify your target, like no other. Web analytics (which is jargon for understanding the behavior of visitors on your site) has the ability to identify and track potential customers, and saves you the bother of a wild goose chase.

Cut costs – It’s no secret that it would cost you an arm and a leg to run a full-blown campaign on TV or other media. The internet is an extremely cost-effective medium in comparison, and therefore gives you the chance to pass on some of those savings to your customers.

Seize the moment – You never know when there’s somebody with a need that your product can satisfy – an internet marketing strategy enables you to be in the customers’ face at all times. When the impulse to buy seizes your customer, you need to be there, pushing your wares.

Give them what they want – If you’re a reseller, an internet marketing strategy will allow you to understand your customers’ needs better, and then customize the product offering to their needs. For example, online sellers of music could create a personalized compilation of favorite tracks. This will help secure customer loyalty and build favorable word of mouth.

Build a buzz – By allowing customers to interact with each other you can create a loyal community. Take eBay for example.

If you’re thinking there’s got to be a catch somewhere, well, you’re dead right! While deciding on your internet marketing campaign, it’s useful to bear some things in mind.

Information overload – With all the information available online, it’s not surprising that most customers are either comparing prices or worse, are confused! So you need to be creative while deciding your internet marketing campaign, to make sure you stand out among the crowd.

Fear of fraud – The internet is not without its share of rogues, and that could make prospective customers feel vulnerable. You need to reassure them about the safety of doing business with you. Reputed online sellers will ensure that they link up with secure payment gateways. eBay even gives useful advice about trading safely.

No touchy-feely – most people still think of the internet as a place to gather information, but would rather purchase at a store where they can experience the product. You can actually do something about this – for example http://www.amazon.com allows prospective book buyers to read selective pages before they decide to buy. Alternatively, you could frame an attractive exchange policy or money back guarantee.

A problem of image – You’ll find that a lot of rival websites have queered the pitch with their slow response rates and laughable customer service policies! You’ll need to work that much harder to undo the damage.

As with any business decision, you need to think carefully about your internet marketing campaign. While you’re the best judge, there are professionals like http://www.wilsonweb.com, http://www.web-source.net and http://www.marketingtips.com that could help you make that call.

via Internet Marketing Campaign – Is It Right For You?.