“Where are you? We miss you! Does your new firm want our business?” Tom, the COO of Erin’s best client at her former firm had tracked her down.
They needed their large volume of data managed accurately and on time, which Erin does spectacularly well. Tom and Erin had gotten to know each other during an intense project he had led. She moved to another provider because she didn’t feel anyone really respected her work, and had been with my client just 5 months. Now, how would a technician who is not a sales person, handle this conversation? And how would the promise that had led her to change companies be feeling to her after 5 hard months in the trenches?
One of the things I’m most proud of about my EOS® clients is that the system allows them to easily translate the founder’s enthusiasm throughout the whole organization. In this case, the leadership team had done a great job of building fanatical execution and fun into what otherwise could be pretty dreary work. Erin was excited to raise issues in regular Level 10 meetings™ when something interfered with her getting her work done well. Her response to Tom? “I LOVE these guys! You’ll love them too. Here’s Mitch’s contact info, and I’ll give him yours.” She even told him what their three unique attributes in the industry were. Pretty good for someone who’s not in sales!
Mitch and his team now have the delightful challenge of integrating a new customer that will add 10% to their revenue – just like that!
His take on it? He, who prides himself on his great sales ability? “We do all the sales and marketing in the world trying to reach customers like this, and then they come in through a technician because our culture is so good! Humbling! Awesome!”
Would you like to build your marketing strategy so that every level of your organization helps you grow clients? Let me show you how! Contact me for a complimentary 90 Minute introduction.
For a lot of my clients right now, sales is not the issue, but I’m a believer in getting ahead of the curve. Figure out what’s working, get on the same page with the whole team, inspire everyone to cement client loyalty and identify new prospects! And give your team the tools they need.
The first place most people go at this point is to design a great website or something to hand to people, but those are actually the last things you should do. I once worked in marketing for a company that created a brilliant, yes, brilliant, radio advertisement. The funny script was delivered by Dick Cavett, a very wry, late-night comedian. And famous. The commercial made me laugh out loud as I was driving home. Six months later, we did a survey (that’s how it was in the prehistoric times before data mining and Google stats).
78% remembered the commercial and were positive about it.
Less than 20% remembered who the commercial was for.
This is what happens when you don’t take the time to clarify who your target market is and what they need to hear so they’ll reach out to you. Wasted time and (a lot of) money and energy.
Want to use sales time effectively and efficiently throughout your organization? As a leadership team, get on the same page about these 4 points – then share!!
- Who is your best client? Where are they? How do they think and what do they want? (We call this the demographic, geographic and psychographic.) Is your team’s answer clear enough that you can make a list of names that fit? Can everyone in your company describe and, most important, recognize that profile?
- What makes you unique? What do you do to meet the needs and wants of that demo/geo/psychographic profile that is better than all your competitors?
- How do you deliver excellence every time? What steps do you take? Does everyone in the company know the five stages a customer experiences from the moment they decide to buy until they write the check? (And decide to come back for more or refer their friends!)
- What do you promise they will get or experience?
You can answer the 4-part Marketing Strategy question as part of the EOS® process by downloading our powerful 2-page business plan (the Vision Traction Organizer™).
Let me know if you want some help getting every one of your leaders and employees crystal clear and on the same page about how to help you bring in more customers!
Schedule a complimentary 90 Minute Session with Lynda Martin and learn more about how implementing EOS® in your business can help you get traction!