Is Your Sales Cycle Working? 6 Keys To Creating Connection And A Profitable Sales Cycle
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Is Your Sales Cycle Working? 6 Keys To Creating Connection And A Profitable Sales Cycle
"An effective sales cycle is based on turning simple conversations into relationships of trust with potential clients over time. We know that people buy from those they like and trust. This is never truer than for the professional service provider." ~ Michael Port, Book Yourself Solid
By: Amy Franko
"An effective sales cycle is based on turning simple conversations into relationships of trust with potential clients over time. We know that people buy from those they like and trust. This is never truer than for the professional service provider." ~ Michael Port, Book Yourself Solid
By: Amy Franko
Is your sales cycle working for you? If the answer is "no" or "I don't know," it may be time to look at how you are connecting with potential clients within your target market.
Many professional service providers find it difficult to market themselves. That often stems from trying to market or sell to people who have not yet had the chance to get to know you or trust you. Before most people will buy from you, you first have to create a connection with them so they will ultimately feel comfortable entering your sales cycle.
There are 6 keys to creating this connection:
1.Who is your target market? This is a critical first step. Without it, you can't develop a profitable sales cycle. Picture that person you're trying to reach and describe him or her in writing. All of your marketing efforts are focused on attracting that person into your sales cycle.
2.What is your target market looking for? This is a two-part question. First define what results your client is looking for and then define the products and services that will best help her get there. Be sure to look at this question from the client's perspective and not your own so that your sales cycle offerings meet real needs and not perceived needs.
3.Where does your target market look for you? Define the online and offline places where your client will look for you when they need someone who provides what you offer.
4.When does your target market look for you? Define the situations in the client's life that would lead her to look for you. Many times you will meet people who have a genuine interest in your services, but they may not need you at that moment. This is why your sales cycle must offer more choices than just your most expensive core offerings. Make it easy for them to step into your world and get to you know over time; usually that moment will come when they need your core offerings.
5.Why should clients within your target market choose you? Define the expertise, capabilities, and intangibles you have that will make someone jump at the opportunity to work with you. Don't be shy and don't underestimate yourself!
6.How do you want them to engage with you, and how do you get them to do it? When a potential client has learned about your services, what would you like her to do next? Maybe that next step is visiting your website and opting into your mailing list. Establish and communicate that process clearly and confidently. Next, how do you get her to follow through? While you can't force someone to follow through, you can make it easy by offering something without barriers that allows her to get to know you over time.
Use these six keys to connection to evaluate and create your sales cycle offerings. They will help you build trust over time, create the right offerings for your clients, and ensure that your sales cycle is successful and profitable.
Many professional service providers find it difficult to market themselves. That often stems from trying to market or sell to people who have not yet had the chance to get to know you or trust you. Before most people will buy from you, you first have to create a connection with them so they will ultimately feel comfortable entering your sales cycle.
There are 6 keys to creating this connection:
1.Who is your target market? This is a critical first step. Without it, you can't develop a profitable sales cycle. Picture that person you're trying to reach and describe him or her in writing. All of your marketing efforts are focused on attracting that person into your sales cycle.
2.What is your target market looking for? This is a two-part question. First define what results your client is looking for and then define the products and services that will best help her get there. Be sure to look at this question from the client's perspective and not your own so that your sales cycle offerings meet real needs and not perceived needs.
3.Where does your target market look for you? Define the online and offline places where your client will look for you when they need someone who provides what you offer.
4.When does your target market look for you? Define the situations in the client's life that would lead her to look for you. Many times you will meet people who have a genuine interest in your services, but they may not need you at that moment. This is why your sales cycle must offer more choices than just your most expensive core offerings. Make it easy for them to step into your world and get to you know over time; usually that moment will come when they need your core offerings.
5.Why should clients within your target market choose you? Define the expertise, capabilities, and intangibles you have that will make someone jump at the opportunity to work with you. Don't be shy and don't underestimate yourself!
6.How do you want them to engage with you, and how do you get them to do it? When a potential client has learned about your services, what would you like her to do next? Maybe that next step is visiting your website and opting into your mailing list. Establish and communicate that process clearly and confidently. Next, how do you get her to follow through? While you can't force someone to follow through, you can make it easy by offering something without barriers that allows her to get to know you over time.
Use these six keys to connection to evaluate and create your sales cycle offerings. They will help you build trust over time, create the right offerings for your clients, and ensure that your sales cycle is successful and profitable.
Amy Franko is the owner and principal learning designer of Amy Franko Consulting. Amy is a certified Book Yourself Solid ™ business coach. The group she's most passionate about serving is women who are solo service professionals. She uses a simple system of protocols specifically designed to bring more ideal clients into their business, even if marketing and selling isn't something they like to do. You can learn more about her by visiting her website www.amyfranko.com or following her on Twitter www.twitter.com/amyfranko.
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