Where are you coming FROM, Dear?
by Talmar Anderson
Let’s talk about the most significant way YOU can take control of your company’s spending AND earning. Truly it is a simple process that can be rolled into conversations and takes just minutes to track…and yet, most of you are NOT DOING IT! Seriously, you are breaking my heart. Be nice to Talmar and start doing this EVERY SINGLE time you have a prospect conversation or inquiry. These two questions can significantly lower your expenses while increasing your income. This is not sunshine I am blowing. Check this out…
I want to know, I mean actually detailed and counted, know where you are getting your leads. When anyone asks about your services, your company’s pricing or how to work with you, stop and focus! I know your adrenaline starts pumping and you are trying to figure how to close the sale before you have even determined the problem, your solution and if it is a good fit but take an extra pause and invest in gathering data for your own business.
You must take the time to ask them how they heard about your company. You owe it to your own business to make sure to get more than “the internet”. Are you advertising on Facebook? Have you invested in SEO? Did you hire someone to manage and write a blog for your company? Wouldn’t you like to know which marketing dollars are working for you?? This is our opportunity to know! Follow up questions take just another couple of minutes. “Was it an ad or did you read an article?” “What were you searching for when you found our information?”
If the person on the other end of the telephone says “I met someone at a networking event that mentioned you”, make sure to ask if they got the name of the person. What event were they at? These details can ensure you are networking where your prospects are as well as make sure to acknowledge the referring person!
And let’s talk about that referring person. Are they a former or present client? Are they in an industry that is complimentary to yours? Consider that if you continue to get referrals from the same “type” of person you could start a targeted marketing campaign focused on these areas. Then we take note on your referral tracking system/ worksheet/ notepad. I don’t care where just do it and make sure you can get to it for review!
As you review, you look for similarities. If previous customers are a strong source of referrals, make sure to be in front of all of your previous clients in some consistent way that reminds them to refer to you.
That is how this can really focus your expenses while increasing income. If we find that our leads and clients are NOT coming from internet searches, than you may be able to move a significant part of your SEO budget to a focused direct mail “thank you” campaign to previous clients. Now we are not spending money that is not converting and we are focused on marketing to referrals we have PROOF converts to clients.
Take the time to ask. The time to document. This will move you away from “thinking” you get your clients from point A or being “pretty sure” that they are coming from Point B. You will KNOW how to spend marketing money that converts to paying customers. THAT is the definition of a win/win!
Now GO! Grow!
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