Today I’d like to chat about the different types of support staff you need to build a successful business and what makes them so important.
There are essentially three key roles that need to be filled to set your business up for success:
• The Technician
• The Manager
• The Entrepreneur
All of these roles need to be played simultaneously by different people with the right talents. As Jim Collins explains it in “Good to Great”, you have to have the right people on the bus and have them in the right seats. It’s all about balance.
This person represents the present and all that needs to be done for the physical aspects of the business building process. They are the “doer”. This is usually the most visible person of the entire operation.
This person represents the past and works to fix problems through learning from past mistakes and ensuring they don’t happen in the future. They are the practical side of the business and are in charge of putting together the business and overseeing the planning.
This person represents the future and the vision for the business. They are responsible for the creative side of the business and are always considering ways to enhance products/service, business image, branding, and more.
All three of these characters are essential in the success of any business. To build a solid foundation from the start, you need to work hard to find the right people to put in these roles. Obviously, you need to be one of these key people, but ensure you find the role that fits your skill set and talents, not necessarily what you THINK you should be doing.
This may be a hard process for you as you will need to relinquish some control over the business and instill trust in people to allow them to do their jobs.
Remember, our business coaches can help you through this entire process and teach you how to avoid falling victim to e-myths. Check out our GUIDED TOUR and contact us today to discuss our coaching services and how we can help you be the success you deserve to be.
Today I want to share how to use direct mail marketing and yes, telemarketing to your full advantage. I know the word “telemarketing” might as well be a four-letter word, but there is a way to help customers feel like they are getting personal attention and keep them from blocking your number!
With the success direct mail marketing has had and the increasing reliance on computers to research products and services, these can both be used as a powerful marketing tool for your success. Telemarketing is best for high priced and high margin products/services.
Here are the key steps to putting together a highly effective direct mail marketing program:
1. List all benefits customers will get from the purchase of your products and services.
2. Pick the single most powerful benefit out of that list.
3. Build an attention-getting headline around that benefit. Remember to use emotion – fulfill the desire to be young, wealthy, desired, popular, or successful.
4. Develop a sales letter using the headline you created to grab attention and provide information and motivate customers to act.
5. Put together supplementary items such as a brochure, order form, reply envelope, or note that encourages them to read the letter.
6. Rent or purchase a mailing list.
7. Compare cost of mailing vs. cost per order.
8. Continue to test and refine your direct mail marketing plan.
You can see how direct mail marketing can help you find a local or even national target market to send letters or postcards to and draw in new clientele and customers. Fine-tuning your marketing campaign will bring better results and therefore lower the overall cost of the campaign.
To be successful in telemarketing you need to:
• Put together a plan so you know exactly what you want to accomplish during the call.
• Develop a list of topics to discuss and the questions you want to present around these topics.
• Input verbiage checking to see if you are calling at a good time.
• Include enough questions to keep the conversation interesting but not too many to sound like you are interrogating.
• Start with broad questions and narrow your focus as the conversation continues.
• Offer feedback to show them you are paying attention and appreciate their time.
• Don’t insult their intelligence or manipulate them.
• Listen first, talk second.
• Be relaxed and conversational.
Telemarketing doesn’t have to be the trauma it’s made out to be. You can put together an honest, personal, and effective telemarketing campaign that is endearing, informative, and gets the job done. Think of how you would want to be treated on a marketing call. Ask your friends and family what they hate most about the telemarketing calls they get and work hard to craft your plan in a better way.
“When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want and why the prospect should listen.” Jay Abraham
It’s easy to see how direct mail marketing and telemarketing can positively affect your business by bringing in new customers and increasing the level of awareness about your products, services, and company branding. Our GUIDED TOUR offers the resources and tools you need to work through these processes and put together the best marketing plan you can.