What can you do to increase your sales right now? Today on the Atlanta Small Business Show, we’re pleased to welcome back Melinda Emerson, America’s number one small business expert, CEO of Quintessence Group, and best-selling author of Become Your Own Boss in 12 Months, to share a few tips.
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By ASBN Newsroom – Read and/or watch this interview in its entirety HERE on ASBN’s website.
Transcription:
Jim Fitzpatrick:
So Melinda, thank you so much for joining us once again on The Atlanta Small Business Show.
Melinda Emerson:
Oh, well, thank you so much for having me. It’s always fun to hang out with you guys.
Jim Fitzpatrick:
Likewise. We really look forward to our time together. So from your perspective, what is the first thing our viewers need to do to grow their sales today? I know it’s a loaded question, but what would you like them to zero in on this last quarter?
Melinda Emerson:
Well, first of all, you need to be working on sales every day. I think the biggest issue that small business owners have when it comes to sales is this whole feast or famine thing that goes on. So, people work real hard, they get the contract, and then they stop working on marketing and sales. And then all of a sudden, a month before that contract’s about to end, it’s like, “Oh, no, we don’t have anything else in our pipeline.” And it’s like, hey, there’s a really easy way to not have that happen. Work on sales all the time. So, have an actual sales process. First of all, you should not be the only person in your business thinking about sales and working on sales. So, the first thing you got to do is develop your sales process. And that means understanding how long it takes you to close a sale.
Jim Fitzpatrick:
That’s right.
Melinda Emerson:
What is your process? How do you normally meet? Context. Is it online? Is it in person? Is it trade shows? Is it cold calling? What is it that you do to attract people to know how to hire you? And then how long does it take you from the time you first engage with them to turn them into a paying customer?
Jim Fitzpatrick:
That’s right.
Melinda Emerson:
In some cases, it can happen quicker. If you’re a product based business, I’m looking for shoes, you sell black shoes, okay, I might buy them from you today. But if you sell services, usually that is a sale you have to cultivate. Most people are not going to buy the first day they hear about you. So, you have to cultivate those relationships, or you’ve got to build sales funnels, nurture campaigns. You’ve got to give them content that’s going to help them along what we call their customer buyer journey.
So, it starts with brand awareness, which is how most people find people, brand awareness through blog posts, podcasts, media interviews, like the things we’re doing right now. But then once they find you, okay, is your website ready for company? Because it’s your number one sales tool. So, what is your website doing? Do you have two or three ways to engage people to give you their email address? And then what happens when they do? Is it a black hole? They never hear from you again, or do you start sending them content, surprise and delighting them, introducing your brand, getting them excited about who you are, and making sure that you define for them that you are their number one option to solve their problem? That is so, so, so important.
Jim Fitzpatrick:
That’s right.
Melinda Emerson:
So, it’s not just about meeting somebody. Your fortune is in your…
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