Drip campaigns don’t replace skilled sales teams however they are a compliment. Especially since few sales team effectively follow up and most purchasers respond after multiple contacts…Bring in the Drip Campaigns a series of emails or direct messages (digital, voice, or print) that are delivered to the prospect in a systemized sequence that is automated and used to educate the new prospects. They can also handle high volumes of leads that sales teams cannot effectively handle.
Only 4% of purchasers buy now, the rest 96% take time and multiple touchpoints before they are ready. The drip campaign is a nurturing method that keeps you top of mind until the prospect is ready to buy…if you are top of mind you become a major contender for their business. I like 90% of businesses, you don’t have this process in place then you are not in the race…forgotten.
Here are the top 5 things to avoid:
1. Don’t send (Drip)To Fast – Too many emails send in rapid succession annoy the prospect. Regulate the frequency.
2. Don’t Be Too Promotional – provide an opt-out and remember to provide value by way of education interspersed with well-timed offers.
3. Don’t Duplicate prospects – beware of duplication of your prospects or you can unravel your good work.
4. Don’t forget to Monitor Lead Activity – measure your leads and hot leads should be able to buy immediately or have a salesperson follow them up. Score your leads if they can be measured, they can be managed.
5. Don’t Forget Life after the Drip – always provide offers spasmodically through the campaign, and alternate pathways if a prospect discontinues, or changes their behavior in engaging. Using newsletters or product updates, the industry can assist for long term nurturing.
Drip campaigns allow you to showcase, build trust, authority, and educate the prospect about your offers. You are providing value without an immediate expectation of a return…’The givers gain’
Sales are referred to as a numbers game.
Business is really about maths and knowing your numbers. Sales also reflect this and also the culture and leadership of a company.
Focusing on the right things can make a big difference in increasing your conversion rates, the number of transactions, the Average Sale Value, and margins. 92% of customer interactions happen over the phone.
Empowering the sales team
Sales teams need good training, good presentation skills, and the right offers to present. Did you know 99% of businesses are not clear on their market-dominating position? This is the culture and ethos the sales team will reflect on your clients. Do you know the Break-Even of your Sales Offers? Or the dramatic impact of any discounting on your gross profit?
Here are some specific things to do:
- Get skilled – Learn to sell and present. Get educated now and ongoing (increases sales by 50%)
- Have a specific ‘magic number’ of calls and follow-ups to be made in a month, broken down to weekly and daily amounts
- Track your activity – if it can be measured it can be managed. Accurate information in your CRM for follow up actions, campaigns, and deal progression
- Do you have multiple sales offers – Premium offer, Up-sell, Cross-sell, Down-sell, and bundles. Don’t get cornered with an objection and one offer.
- Be consistent – cold calls take on average 8 attempts
- Are the calls prioritized for the job – cold calls and prospecting Thursdays then Wednesdays, the best times are between 4 pm and 5 pm)
- Time management – break the call sessions into 45 minute blocks then check emails, etc
- Do some research before your call – out of respect and to gain insight for better conversations
- Listen to the client – You will stand out
- Follow Up – 80% of sales require 5 follow-up calls. 44% of sales reps give up after one follow-up.
- Challenge the client (higher conversion rates) on their thought or belief process. Challenging sells, farming doesn’t
- Tell more stories – Only 5% retain facts, stories are king
- Respond quickly to requests, leads, and inquiries – 30-50% of sales go to the vendor that responds first
- Never discount. It is a lazy culture, drastically impacts your gross profit. Instead, have alternate offers and bundles.
- Take the customer on a journey always with the next step. If you cant help gives them an alternative.
- Closing the deal – only 2 % of buyers purchase immediately the rest will need education and nurturing till they are ready.
- Pause when asking key questions or for the sale – silence elicits a response
By implementing these sales tips your team is on the way to being world-class sales people and contributing immensely to the company’s revenue capability.
Things just not flowing, there always seem to be problems and blockages or doubling up on things? It doesn’t have to be this way. Try systems thinking.
Systems involve multiple components. It’s a reflection of the vision of the company, your Market Dominating Position, Leadership, and culture… sound different? The desire to have systems thinking is a core start. The desire to improve your current business and make it more efficient, to innovate and challenge the bottlenecks or status quo of how you operate require ‘System Thinking’
I’m too busy! Then developing systems is exactly why you need them. Get back your time, improve consistency, quality, and automate or outsource the mundane repetitive tasks to get your business flow on.
There is a saying, “if you have a frustration…you need a system”
It starts by breaking down the problem. Select the biggest problem first in your business and start there with focus, put a gate around it until it is solved. Get the team involved (buy-in) to find a solution and a better way. Appoint a champion to oversee it and deliver the result, have your key people assigned to change and implement the better system. Then test it, measure it, and keep trying to improve the process.
Recording the process is a must. Film the technician doing the task and document it. Use your phone, or software like Loom or Doplr to record. Use Dropbox, Onedrive to store the files (operations manuals) and separate them from Project management tasks. With your changes Implement, Record, Store, and Update. There are some good dedicated programs for this process such as Systemhub, Audit IQ, and others.
Here is the benefit – you are creating an operations manual…which helps onboard new staff, job descriptions, and a process for running a business.
Kaizen is the little incremental improvements daily but when compounded return remarkable results. This is not an overnight success a system thinking commitment is a mentality to keep on improving to get more efficient and it stems from leadership the vision and decision to do it
The rewards are a business that flows, more time for working on the business, delivering consistency and quality, and importantly a systemised operation creates a great workplace that attracts A-Grade performers. The business value and its attractiveness has also just increased
Making the decision to use systems thinking has many benefits not just in removing bottlenecks in your workflow but drastically improving the value of your business.
Some leaders get a bit busy pushing their own agenda and attention to the important things such as employees can slip. It doesnt have to be this way. Here are 13 blind spots to avoid as a Leader and by doing so boost culture, aid employee retention, and improve employee satisfaction
- Don’t neglect the career growth of employees
2. Don’t disrespect your employees
3. Don’t treat people like ‘machines’
4. Don’t fail to put people first
5. Don’t communicate poorly. Do it well and be clear
6.Don’t command…Influence them
7. Don’t lack integrity in decision making… it’s transparent
8. Don’t train staff at your peril…gain efficiency if you do
9. Don’t discipline in public
10. Don’t pass the blame for the failure
11.Don’t keep the kudos for success…share it
12. Don’t assume everyone is totally clear on their role
13. Don’t assume everyone knows your expectations
See more at www.advancedbc.com.au/guidedtour
Or perhaps doing the right things but in the wrong order…
The optimisation ladder gives a quick view to getting your business sported in the right order.
1. Start with Margins. Without the right profit occurring selling or promoting products with low or no margins can be a recipe for disaster. The impact of discounting can be catastrophic on margins.
E.g. a 10% discount on Sale Price with a gross profit of 40% will require an additional 33% increase in sales to reach the same profit level
2. Productivity – Time Management audit on the whole team. Work out your dollar per hour rate, and what are the High value and Low value tasks. Discard and Delegate low value and repetitive work, and increase your Design work (high value)
3. Sales and Marketing – Get crystal clear on your Market Dominating Position, your mantra of difference. Then offer it to clients. Increase transactions by making more offers, upsell, cross sell, down sell and bundle your products or services. Build the Life time value of a client.
4. Systems – got a problem = systemise it. Systems are a core requirement to building business value, and improving all areas including profit and customer service. Create box flow chart of each process involved and examine the process to define, improve, documents, implement and measure….keep improving them. Document all business processes as your Business Operating system. Job roles, new employees, cross training all benefit.
5. Get scale – by making every process Teachable, valuable, and repeatable. The costs increase when scaling but the profits can also improve exponentially if the other parts of the ladder are in order and the processes embedded
This is one part of a 9 part process to build value in your business.