Brace yourself.
The Marlboro Man died of lung cancer.
Did you know that?
Not only that, 4 men who portrayed the Marlboro Man in print ads...
All Died of Smoking-Related Diseases!
How is that even possible?
It's crazy but it's true!
It doesn't change the fact that the Marlboro Man is one of the most iconic characters in the history of advertising.
He's right up there with Ronald McDonald, Tony the Tiger, the Green Giant and the Energizer Bunny.
But you know what?
All of that means nothing.
Yes, you heard me -- it means nothing! It amounts to a big goose egg if a company is able to attract the customer... but can't close the sale.
I see this much too often with clients I coach. They're obsessively focused on marketing (I would normally applaud that) but they treat the sales part of it like it's a gross wad of gum stuck to the bottom of their shoe.
I Remember a While Back...
Years ago, someone made a comment that stuck with me because it made a lot of sense. This person said Macy's spends millions and millions of dollars on national advertising every year to bring in customers but spends $8 an hour on salespeople who don't sell.
Can you say AMEN?
I'm concerned that you're running your business the same way. Are you? I sure hope not.
Just in case you need a little sales boost, here are 5 things you can do to turn more of your leads into sales and boost your profitability.
1. Ask the prospect a very simple question: "What are you hoping to accomplish in working with me?" (or buying from me or using this product. etc.). Having this little piece of information will allow you to focus on the prospect's pressure points and give him the results he's specifically looking for.
2. Follow up RELIGIOUSLY (multiple times if you must) - I once wrote a Facebook post saying, "Many a fortune has been made by simply following up." The problem is, many SBOs (small business owners) give up too soon if a purchase isn't made right away. The SBO gets bored or impatient or feels like he's agitating the prospect by following up more than once. You should never feel that way.
3. Move quickly. The more time passes between when the time of the lead and the pitch, the less likely you are to make the sale. In sales, you have to strike while the iron is hot. If you don't, life gets in the way or inertia can set in.
4. Up the ante -- offer a bonus. We all love to be "bribed." Once you have a fish on the hook, think of an irresistible premium you can offer that will help seal the deal.
5. Get creative with your financial options. Sometimes the prospect truly wants your product but is tight on funds. Or needs a little extra time to pay in full. Or needs to split up payments on multiple credit cards or bank accounts. Or whatever. The point is, find ways to accommodate your prospect's financial circumstances, especially if he's hot to buy NOW.
Just remember that every wasted lead can not only cost tens or hundreds of dollars, but it can allow your prospect to go somewhere else and buy from your competition. It's like losing money twice.
Remember, marketing and sales go hand in hand. It's the ultimate one-two punch.
