What’s the one thing I can do right now to increase my sales and leads?
In a great economy, this question gets asked as a matter of doing business. In a ravaged economy, this question takes on a real serious tone. Is the answer to write a great sales letter? Would a press release help? How about a social media campaign? Maybe a newsletter with an opt-in section on your website?
The answer is that all of these things can help you find leads and increase sales. But, that is not the answer I would give you first.
First, sit down at a desk or table with a sheet of paper. Write down the different components of your brand. What sets you apart from your competition? What differentiates you? What makes your product or company unique?
Sales 101
Next, take another sheet of paper and write down the features of your product or service offering. Think hard. When finished, take yet another sheet of paper and write down all of the benefits offered by your product or service.
When you are done with this exercise, now you are ready to start any new campaign. First, take a unique benefit of your product not offered by any competitor and write a press release about it. If you can’t think of something in particular, take something that is unique about your brand and write a press release about it. Did your company recently hire someone into a management position or get recognized for something? Write a press release. Make sure it gets wide distribution.
Next, take your features and benefits lists. Write a sales letter structured specifically to all of your verticals. Talk about the features of your product or service and follow each with a benefit that will fill your prospect’s needs. If you have too much to put into your sales letter, save some for a brochure or fact sheet.
In the sales letter, brochure or fact sheet, make sure you list the items that differentiate you or your offering from your competitors.
Give Something of Value
What is going on in the business you are in that would interest your prospective clients or customers? Write an article about this topic and include it in a newsletter. Find a good article about this topic and link to it on your social media page. Remember, in social media and on your website, it’s better to give than to receive. Give people something of value and they will come back. Give them something really useful and they will tell their friends.
If people can’t spend quite as much right now, what can you do to offer them something that is only a marginal compromise?
Thinking about what makes your offering different and beneficial to your prospective clients or customers should always be the first step before actually starting anything else. This way, you will think about what prompts people to buy instead of just looking for a silver bullet.
© 2011 K Richard Douglas
