3 Objectives Of Sales

Concentrate And Focus Your Efforts

It is easy for sales people to get focused on busy work and not on the most important things that they do each day. Whether you are in retail, service or direct sales, these three sales objectives will keep you on track. If you are doing things in your day that do not lead directly towards these objectives, then you need to re-think your prioroties.

Sales Objective #1 - Get Results For Your Customer or Satisfy Your Customers Needs.

As long as you make these your first priority, the others fall into place pretty well. Without a satisfied customer, your job becomes much more difficult and less satisfying. In order to find out customer needs and expectations, you must simply ASK and work on strategies to help them get there.

Sales Objective #2 - Retain and Increase Your Current Customers

This is the first of two ways to grow revenue. These are customers that you already have. The acquisition cost is already absorbed. These are the best places to grow revenue because they already have some level of confidence in you or your products. Mc Donald's was one of the pioneers in understanding that it was important to upsell. "Would you like fries with that?" turned into "Would you like a value meal?" All in order to slightly boost an average order.

Banks look at their customers based on how many products they are involced in. Checking, Saving, Debit Cards, Credit Cards, Home Mortgage, Personal Loans, Christmas Club, etc.

If you have a customer that spend less than your average order or ticket, you should evaluate why that is. What can I do to grow that customer? Especially if you know that that customer uses another vendor and has considerably more potential.

Sales Objective #3 - Develop New Business

The second way to grow your business is to develop new business. This is normally the most difficult part and where most sales people struggle. It involves developing relationships with people they have not talked to before. It usually takes more effort to get appointments or to get them into the store. New business is needed to make up for the attrition of existing customers and for just bottom line growth.

You must have specific strategies and goals to retain and increase your current business and to develop new business while keeping the focus on the first objective of getting results for your customers or satisfying their needs. When you look at how much time you are spending on each of these directly each week, you may be surprised at how much better you COULD be!

Proud To Sell

When I was a kid, my granddad had a little sign in his office the stated, "Selling is like shaving, if you don't do it every day, you're a bum."

I used to think that was a very odd sign. I never really quite got it. You see, my granddad was a debit insurance salesman. He went door to door each week and collected premiums from the less affluent part of St. Louis. He was mugged three times, but kept at it until he retired.

While the sign is still a little corny, I have to say that I do get it now. No matter what you do in business or life for that matter, you are selling. Whether it be products or yourself, you are selling. You sell at work. You sell in relationships. Selling is nothing more than persuading someone to partner with you by providing them with something that they feel they want or need.

Too many people in business are offended or ashamed to be called a salesperson. Why? If you do it correctly, you are making people happy by providing something that they need or want. There are those that manipulate people and lie that give us all a bad reputation (remember Eve and the apple? Eve got sold a bill of goods!), but that can be overcome by working side by side with the customer and helping them get what they REALLY want!

Be proud to be a part of what is REALLY the world's oldest profession. Selling. Now, who have you helped TODAY?

Maximize Your Word Of Mouth

Good Advertising Can Help

There is no doubt that word of mouth is the best form of advertising. Positive word of mouth that is.

What are people are saying about you? Ask around. Ask people that are your customers as well as those that are not. Ask them what they think of when they hear the name of your business. Good or bad, it is what people are saying about you.

What would you like them to say? f you don't have a clear picture of what you want your message to be, you are going to have a very tough time making sure others are saying!

What are you doing to control it? Good advertising is multiplied word of mouth. Make sure that your advertising message accurately depicts your vision of your business!

Not a lot of answers. Just Questions to ask. Email me if you have some for me!

Point Your Marketing Conversations

In The Direction Of The Business

I was flattered to be invited to be a panelist at a Retail Recovery Marketing Summit for small business this week. I was invited as a radio and marketing expert. Also on the panel were a billboard salesman, cable sales manager, retail manager at Cracker Barrel and a newspaper publisher.

The format was for us to introduce ourselves and what we do. Following that were questions from a moderator and the audience for about 90 minutes. The introductions were very telling. This room was full of businesses that needed help with their marketing. Most of the introductions were features and benefits of the individual media and why businesses should buy them.

This is the problem with advertising. The sales reps want to talk about what they have and not what the businesses need! I handed out my piece on "The Road To The Customer" and have gotten unbelievable feedback from the session because I barely mentioned the radio stations. I talked only about what the businesses cared about, THEMSELVES and how to market better. If YOU do that, the revenue will come.

So, if you are a business or sales rep for advertising, make sure that your conversations are directed to the business and it's needs, NOT THE FEATURES AND BENEFITS OF THE MEDIA!

Help other people get what they want and you will get what you want.

How Much Is The Economy?

And How Much Is Attitude?

Sure, we all know that the econmy has not been robust lately, but have we conditioned ourselves to believe it is worse than it really is?

Last wee, we hosted a series of marketing seminars with a very attractive offer for customers to buy our radio stations at a nice discount by committing to an annual agreement and certain other terms and conditions. It was called The Advantage Plan. We did it last year with some pretty good success. This year was different. As of this writing, we have closed 30% more in revenue and eighteen new customers. Local small business. The economy was not even brought up by the folks that attended.

Why is that? The advertisers that were attending were looking for better ways to attract customers that they knew were doing business even during a down economy. The businesses that get out and attend these seminars are the ones that learn to fight through the tough times and do what it takes to become successful. No matter what everyone else tells them.

I feel for the businesses that don't attend or try to learn to do things differently, they are stuck in a cycle that will be hard to get out of when the economy rebounds. These other businesses that choose not to hear how bad things are today will reap the benefits ten fold when the economy breaks open again. And it will.

Monday Morning Memo - Roy H. Williams

How to Make Money

If it takes money to make money, how does one make money when he has no money at the start?A person without capital has nothing to leverage but his or her time. This is why millions of Americans wear the handcuffs of hourly wages.When I was 14, my life sold for $1.60 an hour. At 18, an hour in the life of Roy H. Williams was selling for three dollars and thirty-five cents. People all around me talked about “the security of a steady paycheck” as though steady and unchanging were a good thing.But I found a way of escape.

"There is something in every one of you that waits and listens for the sound of the genuine in yourself. It is the only true guide you will ever have. And if you cannot hear it, you will all of your life spend your days on the ends of strings that somebody else pulls."– Howard Thurman (1900-1981)

If you want to slip the handcuffs of hourly wages, you must figure out how to be paid according to your accomplishments. “How long did it take?” isn’t the question you want to answer, but rather, “What is the value of my achievement?”


People paid by the hour are paid for their activities. People paid royalties, license fees, or sales commissions are paid for their accomplishments. Average people are average because they cling to an avoidance of discomfort. There is a truth – a profound, 4-word truth – known to every successful person: “Pain is my friend.”Pain is an informant, a sentinel, a lookout blowing a bugle. Pain tells us when something is wrong and indicates the location of the problem.

"An expert is a person who has made all the mistakes that can be made in a very narrow field." - Niels Bohr“Mediocrity has a way of keeping demons from the door.” - Marie Arana


Comfort leads to complacency. Solomon spoke of the dangers of going with the flow when he said,
“There is a way that seems right to a man, but in the end it leads to death.”

Solomon followed that statement with an immediate, sharp contrast:
“The laborer's appetite works for him; his hunger drives him on.” (Proverbs 16:25-26)
Wait a minute. Solomon warns us the direction most easily taken - "going with the flow" - is a road that leads to nowhere. Hunger, according to Solomon, is your ally. For what do you hunger? Are you willing to risk embarrassment? Financial loss?Damage to your reputation?Let your hunger lead you. Let it drive you on.People stay in the box because it’s safe there. And then they talk about needing to think “outside the box.”

“There be tigers outside the box, matey. And ogres and monsters and people who might laugh at ye. Are ye sure ye be wantin’ out o’ that box?”

I have no idea where that pirate came from.

Here, after much rambling, are my points:
1. The times cry out for change.
2. We know change is needed because we feel pain.
3. Change makes us uneasy because we cannot see the future.
4. Financial death is the destination of those who refuse to change.

If you have no problems, if you feel no pain, carry on. Good job. Well done.

As you were.If you need to make changes but you’re not sure what to change, when to change it, or how to implement that change, consider a trip to Austin to spend a day with the Wizards. Change opens the door to a brighter future.

Are you willing?

Roy H. Williams

RON: I hope this has stirred up some thoughts in you. Please comment below on what this article made you think about!

If you are not a subscriber to Roy's memo, please go to http://www.mondaymorningmemo.com/ and sign up. A weekly tune up for your mind!

A Frequency And Consistency Story

It Happened To Me

As many of you know by now, I have been on a journey to become more physically fit. In the past year, I have lost about 40 pounds of weight and over 60 pounds of fat. Not bad, but I have a ways to go. I have been plateaued for about 3 months.

I first saw the thirty minute P90X infomercial before I ever started on my fitness plan. I thought it looked awesome. I thought about buying it. At theat time I figured I needed to get in better shape to even start something like that. I waited. I watched. As a matter of fact, I watched the same infomercial at least twelve more times since. Every time, I thought I should order it. I watched the entire infomercial twelve times! Something always got in the way. I didn't order it.

I talked to a couple of friends that had the program and they loved it. I looked on line and read reviews. I needed it. I didn't buy it. Until Sunday morning. I watched the same infomercial (frequency of at least thirteen) and decided then and there that it was the time. I ordered it. Why now? Don't know. Maybe I was fed up with the plateau I was on. Maybe because my wife wanted to get in shape as well. I really don't know, I do know that if the frequency and consistency of message from P90X had not been there, they would not be getting my 3 payments of $39.95!

This lesson is vital for advertisers as well as sales people. You never know what piece of information will change someone's mind to say yes or choose to walk into your store. Circumstances change daily. Be consistent and persistent!

Oh and by the way, P90X will be here in 5 to 7 business days! Thanks to consistency and frequency. :)

Pssst....Pass It On

The People That Need This Aren't Reading It

My challenge for you today is to send one or more of these blog articles to another person that can benefit from reading it.

I did the first of three marketing seminars for the Lawrence Chamber Of Commerce on Friday morning at 7:30. We had about twenty different businesses represented. They all furiously took notes and were very engaged in the information being shared. I was flattered at the post-seminar evaluations and comments. Thank you to those in attendance. I'll try not to disappoint in the next one :)

As I was speaking, I realized that the people at the seminar were not the ones that needed it the most. People that needed to be there don't realize it or won't take the time. They are too busy. Too busy working in their business instead of on it. I promise that if they dedicate a few minutes every day to doing better marketing, the return on investment of time will be tenfold!

Please forward your favorite article from this blog to a few people today. Thanks.

Perseverance Pays Off

It Just Might Take A While

Anyone that knows me for very long, knows that I am very passionate about three things. My family, My business and golf. About a year ago, my two oldest daughters decided to play golf. They both made the High School Varsity team last year. (there were only five girls on the team) They both had ability, but in golf, scoring well takes awhile. They struggled through the season, but they loved it, even though they consistently finished near the bottom in tournaments.

This past winter, the youngest, Payton, now a Sophomore googled her name. The first thing that popped up was "Lawrence Golf Team Struggles" and it listed the individual scores from a tournament last year. Taylor Covert 139, Payton Covert 140. Remember, higher numbers in golf are bad. She was mortified. "Why can't it be about me being an All-American in girls wrestling or something!" (which she was two years ago)

Quietly fueled by this, the girls decided to put extra effort into getting better in the off season. They worked hard. Especially Payton. (Taylor had a boyfriend and her priorities were a little different) Every day, starting in March, she asked to play. The worst part was that for two months, Payton was actually getting worse. So much so that the Father in me was wondering if she should just give it up. But, she kept playing and practicing and smiling the whole way. "I know I'm not very good, but I'm having fun," she would say.

She wanted golf clubs for her birthday in May. We got them for her, even though I wondered if she would keep trying much longer. Then at the end of June, a funny thing happened. Payton started hitting a few good shots every round. By mid-July, she was hitting more good shots than bad. By the time August hit, she was hitting only a handful of bad shots each round. She was getting pretty good.

This year, the girls had recruited many more players for the team and worried about making varsity again. I assured both of them that they would be fine. They had both worked hard enough to make it. They did. As a matter of fact, their coach was so impressed with their improvement that he used them for an example to the rest of the team about what hard work would do. He had no idea what Payton went through!

Now, to the best part of the story. The girls had their first 18 hole tournament of the year this week. It was in Lawrence at one of the most difficult golf courses in the area. It was the first part of the League Tournament, so the nerves were acting up.

I told my wife on the way there to see the girls finish that it would be great if they both got under 120 for the round. That is 20 shots better than last year and at a harder course.

When the scores were tallied, Taylor shot a 114 and tied for third best score on the team. Awesome! A 25 shot improvement over that 139 last year. Payton carded a 105, best on the team and a full 35 shots better. I don't think she has yet to touch the ground. Hard work does pay off. Great job girls! I am so proud.

Below is the text of the interview with Payton from the Lawrence Journal World after the tournament :

.........But a look beyond the “You don’t have to put my score in the paper, do you?” comments uncovered a few sweet stories hidden in the rough.

Take LHS sophomore Payton Covert, for instance. Last winter, after a rough first year with the LHS golf team, Covert “Googled” herself on the Internet just to see what popped up. The first link on the list of possible matches was a story about the LHS golf team’s struggles, complete with the fact that, at that particular tournament, Covert shot a whopping 140.

So ashamed of the high score was Covert that she spent the entire summer working on her game.

She sank putts late into the night, chipped until her arms grew tired and hit shot after shot at any driving range that would have her.

The result? Monday, Covert shot the low score for LHS, a 105 at the challenging LCC course.
“I was embarrassed by that,” said Covert of the Google incident. “And it really motivated me to improve.”

During the best round of her life — her previous low was a 112 — Covert’s putting was strong, her decisions sound and her risk-taking minimal, all necessary ingredients for a good score at an unfamiliar course.

Communication Gap

Make Sure You Are All On The Same Page

I heard in a seminar or read in a book years ago (I guess it's my quote now)that the most important thing that any employee can be doing at any given time is what their boss wants them to be doing.

That's a pretty safe statement, right? Well, not if the boss/supervisor/manager, doesn't clearly communicate what that is.

As leaders, we often times get busy doing what we need to do and forget to communicate with the most important people. Our staff. The one's responsible for carrying out our mission on the front line. Oh, we think we shouldn't have to. But everyone needs consistent input.

What if military leaders developed a great battle plan, one that was sure to win the war, but they never shared it with the troops? Instead, they just said with battle plan in their back pocket, "Go for it, go win the battle. If you don't, i'll be really angry!" I know that sounds silly, but is what we do as leaders and managers every day any different? Do your people really know what you expect? Are you giving them the information that they need to help you win the battle in your business category? Have you communicated your battle plan?

Detour - I Heard/Saw Your Ad

Don't Mistake Short Term Response For Real Results

When an advertiser begins advertising, especially with a new media, it is invariable that no matter how good or bad the ads, the advertiser will begin getting feedback.

At the Rotary Club lunch, other members will come up and say, "I saw/heard your ad!" The advertiser smiles inside, secretly counting the money that is going to roll in. All of the parents at the soccer field heard it or saw it too! "WOOOO HOOOOO! Show me the money. Everyone knows about me. I love this advertising thing."

This is what many advertising sales people rely on for that short time sale. They lead advertisers to believe that this is advertising success. They put the advertiser in the commercials. "I saw your commercial, you look good on TV!." or " I heard you on the radio, you have a great voice." See, I told you that it would work. Want some more?

Unfortunately, this initial euphoria wears off when the advertiser realizes that these folks aren't buying the product or service. The daily sales have not changed yet. "No one is listening or hearing my commercials. I hate this advertising thing. "

With the absence of a killer buy now offer, it takes time to persuade new customers to do business with you. The only way that this happens is with a consistent, persuasive message. The media that advertisers have chosen are sure to have enough people listening or viewing. Make sure the message is sound and communicates the strategy telling consumers WHY THEY SHOULD DO BUSINESS WITH YOU and wait for the results.

Don't be fooled by that initial surge of "I heard /saw ya's!" They don't usually buy much.

Reading Assignment

Think And Grow Rich

By Napoleon Hill

First published in 1937 and still as relevant today as it was then. It has been reprinted over 40 times since. It sold out totally each time.

Napoleon Hill interviewed and / or analyzed 504 of America's richest men. He found some intereting similarities between these men that included Henry Ford, Theodore Roosevelt, John D. Rockefeller and basically a who's who of the early twentieth century.

Think And Grow Rich gives you the secrets. They are so simple that they will allow anyone to accumulate wealth.

My biggest regret is that I let this book change my life twenty years ago and forgot the secrets hidden inside when I began realizing success. Remember, it's not a deficiency of knowledge, it's just a deficiency of execution. Please, go to the bookstore today and get yourself a copy of Think And Grow Rich, read it and begin collecting wealth!

Be Known For What You Know

What Are You Known For And Are You Sure?

When people think about you or your business, what is the first thing that they think of? How do they see you? Is it how you want to be thought of?

In business, your success is also tied to what you are known for. This generates word of mouth. Good or bad. If you can be the known expert in your category, you will get more business and be able to charge more. Wal-Mart is known for the lowest prices. True or not, they own it. Figure out an area of business you can own and own it. Like the old saying goes, if you got it, flaunt it.

From a business standpoint, your marketing strategy should tie back to what you are known or want to be known for. Ask your customers why they do business with you. What you could improve to make you more valuable to them. Shout it from the rooftops.

On a personal level, you need to figure out what you are currently known for and what you want to be known for and set a plan to start making it happen. First, I would ask those that you currently interact with regulary how they see you now. I think you will be surprised that how you see yourself and how others see you are not always the same. Caution: You might not hear what you want, so have tough skin and if someone is honest with you, don't hold it against them!

You Just Gotta Believe

The Key To Being A Success In Everything That You Do

If that was you in the picture to the left and you were looking in the mirror, would you see the cute kitten that you are or the lion that you want to be?

Did you ever notice that virtually every successful person that you meet seems to exude confidence? Sometimes bordering on arrogance. Most assume that this person is confident because of their success. I contend that confidence bred the success.

Most successful people were confident long before the success ever kicked in. They knew deep inside that they were going to make it. When you believe, it normally happens. If you don't have confidence in yourself, practice. Fake it 'til you make it. You just have to work on your mindset.

Confidence applies very directly to the sales process as well. If you are selling a product that you believe in with all of your heart, it is never difficult to sell it. Why? Because you are able to tranfer your confidence to the buyer. Selling is simply a transference of confidence. When the buyers trusts that you believe, they find it much easier to climb aboard with you.

Trying starting today with just a little extra boost of self-confidence. What can you do to make you feel it? Dress better, work out, make a list of reasons you should be confident in yourself. Ask your significant other, family member, friend or co-worker to give you a few reasons that you should be confident in yourself and / or your product!

Now, go and kick some butt!

More On Your Tune Up

A Visit With Vince Lombardi

The Green Bay Packers. You've probably heard this before, but you can apply it today in your business or personal life. . The Packer franchise had been losing for ten years. There was no hope in site and morale was sagging. Vince Lombardi is hired as the new coach. He is charged with the challenge of turning this franchise around. He began leading practices, inspiring, training, motivating. At one point in practice, he got so frustrated that he blew the whistle. The Packers needed a tune-up.
"Everybody stop and gather around," he said. He knelt down, picked up the pigskin, and said, "Let's start at the beginning. This is a football. These are the yard markers. I'm the coach. You are the players." He went on, in the most elementary of ways, to explain the basics of football. The Green Bay Packers went on to win the first two Super Bowls and have been a model NFL franchise since.

When getting ready for your own tune up, ask these questions (there are no wrong answers):

1. What business are you REALLY in?

2. What are your products?
3. What are the daily tasks? actual and desired.
4. What skill sets are needed to ber successful?

5. Are all of the people in the RIGHT places to accomplish your goals?

If you study Lombardi, his philosophy in football AND business was to put the right people in their position and for them to execute flawlessly their duties. Is everyone in the right position with the proper instruction to effectively do the job needed to win?

Is It Time For An Organizational Tune Up?

Question Everything, Accept Nothing

Why do you do it that way? Who made that rule? Would it be better if.....?

If the answer is, "I don't know" or "'cause we always have", it is time to step back and evaluate things. Odds are, there is a better way. This applies to business and personal life. If you are not where you really want to be, why? What are you doing to change things? Are you structured properly? Are you getting by in spite of yourself? Do others in your organization have ideas that you have not listened to?

In the wake of some pretty difficult times, our business has been pretty good all year. Things are starting to get more challenging. We are at a crossroads. As a leader, I have two options. I can just say, "Well, the economy is off and things are tough," or I can take full responsibility and look for ways for our organization to overcome. I choose to overcome. (that's the leadership thing I wrote about earlier)

This morning, our sales department is meeting to brainstorm ideas to jumpstart business for the short and long term. Nothing is sacred or off the table. All ideas are welcome. We will meet again after the weekend and I will share the results with the rest of the staff and ask for their input as well. We are in this together. This is a bump in the road. The destination lies ahead. We still need to get there. Challenge the status quo. Accept no excuses.

Could you use a tune up?

Beware Of Roadside Stands

Selling Elixirs and Magic Bullets Guaranteed To Make Business Better

They come at you from all directions. They all have the solution to fix what ails you and your business. If you just buy this, all will be good. Click the ruby red slippers, there is no place like home. Money comes rolling in.

It may be advertising sales people. A distributor might have a new product for you to carry. How about this new direct mail list? Join this organization and customers will flock to you. How about the "marketing expert"? Just turn everything, including your checkbook over to me and I will make you rich AND beautiful. Whatever you want to hear. Just give me the money.

Sorry to burst the bubble, but it is never as easy as it sounds. It is a long and difficult road to becoming a successful business and anyone that promises any different is no more than a snake oil salesman. There are many factors that will contribute to your success. When someone brings you that special can't miss deal, look at the six checkpoints of marketing and see where and if it fits in your road map. If it does, work it in, but do not be fooled that there is any single answer or tonic that will change the world. Stay on the original road. Stay away from the roadside stands.

More On Motivation

Why Do You Get Up Each Morning?

As I have discussed previously, we all have days when we just don't want to answer the bell. We don't want to face the day. But, most of us have no choice. We just gotta do it.

I want to give you a little something to help fight through those times. Get a post it note, a piece of paper or anything that you can write on. Go ahead, I'll wait..............

Got it? Ok, now I want you to write down the first thing that comes to mind when I ask the following question. Ready? What is the number one reason that you get out of bed and go to work every day? Write it down. What is the second reason? The third? Write them down.

Silly? Maybe. Effective? Definitely. Make a copy and post on your mirror at home. Put one in your pocket, on your desk. I have a post it note from my kids on my computer that says, "You are and amazing dad." It has a cute little sticker on it. Until this moment, I was the only one that knew what it meant. I have a card from my wife in my top left desk drawer. These things bring a smile to my face during tough days. As a matter of fact, I had to draw on that power just yesterday. Heck, when I travel,. I carry a little stuffed animal in my suitcase. My youngest put it there two years ago. I send her pictures of it from the hotel. Any idea by now why I get out of bed?

Only you knows what motivates you to keep going and to get better every day. Use it when you just don't feel like doing what you know you should to reach your goals. It really helps. As motivational speaker Keith Harrell says, " Have a super fantastic day." (see more on Keith at http://www.keithharrell.com/)

There Are No Shortcuts

On The Road To The Customer

In most successful businesses, there is a formula that works without fail. They follow their roadmap to the letter. If they stray from the formula, traffic, customer satisfaction, sales, average order, close ratios and profit begin to fall. It is imperative that everyone in the organization follows the formula that works.

I worked at McDonald's throughout high school and everything there had a system. The system works all over the world. What if a franchisee decided to save a little money and put his or her own recipe on the Big Mac? It may be good, but it will not be what cunsumers expect from McDonalds. As annoying as it somrtimes is when you get asked to add an apple pie to your order or if you want to try the new product when you know that you want a number 2 with a diet coke (I know, what's the point). These cashiers are graded on asking for the upsell. If they don't do it, they don't get a raise or worse yet, lose their job. Sound harsh? Not really, that is what they are paid to do. Follow the system. Anything less is not acceptable. How about those McDonalds fries? MMMMMM! What if, in order to save money a franchisee cooked them in advance and zapped them in the microwave when you order them? I don't think so. No shortcuts at McDonalds.

I touched in an earlier chapter about the deficiency of knowledge vs. the deficiency of execution. Are you executing on the road or are you trying to find that little shortcut on the road to nowhere? My challenge to you is to get on the road and go. Follow it. If you don't have a road or don't know where to start? Shoot me an email at rcovert@gpmnow.com

Detour -Listening To Your Sphere Of Influence

Those Around You Can Lead You Off Course

In business, it is easy to become reactive based on the thoughts and feelings of friends, neighbors, family and employees. Everyone has an opinion. Unfortunately, most of the opinions do not have the education or experience to make valid marketing decsions.

These people, with the best of intentions,will give you advice based on their own experience and personal likes and dislikes. Making changes to your marketing plan based on these suggestions is a sure fire way to get off course.

It is possible that some of these suggestions are valid, but reacting quickly to any of them is not wise. When you sarted on your current path, there were valid business reasons for doing so. That probably hasn't changed. Don't change your route unless there is solid evidence that the raod is better, not just different. Thank those around you for their input and stay your course.

Roadblock : Keeping It To Yourself

Communicate The Plan

It never ceases to amaze me that a business owner or manager will invest so much time and money in developing a strategy and spending money to advertise only to keep it a secret. At least inside the business. It's not on purpose, it just slips their mind. The strategy for success never gets shared with the rest of the staff.

I can't count the number of times I have heard about a special deal or service at a business and when I go in and ask about it, the staff knows litttle, if anything. A business owner or manager decides to have a sale and puts it out in their advertising. They never tells the staff and wonders why it didn't work.

Go ahead and laugh. I'm not kidding. It happens every day. I had lunch with a client yesterday that admitted that this very thing happens in his business. Good news is, he is going to correct it.

Share the business plan with the staff. Let them know what is going on. Have a meeting each week to share what's going on. Be it new sale, product push, upsell ideas, etc. You will be surprised how much better things get when everyone is on the same page. Sales might even increase!

R.I.P. Yellow Pages

The Demise Of The Phone Directories

For years and years, advertisers have spent an inordinate amount of their advertising budget on the yellow pages. They felt trapped, almost held hostage. It was as automatic as paying rent. Almost like paying protection money to the mob.The rates kept going up. More scare tactics from the Yellow Page sales reps. More budget out the window. Less profit on the bottom line.

I have always contended that Yellow Pages were a waste of money, simply based on how people make decisions. When consumers have a need, they go to their mental rolodex and decide who they have heard about or used before and look up the number. Yellow Pages got the credit. The giant clutter fest being passed off as advertising did not persuade them to call. (how many pages of ads for attorneys in your market?) Most consumers knew who they wanted and just needed the number. As a matter of fact, most people I know just went straight to the White Pages and looked up the number. Things have changed.

Have you noticed that in recent copies of The Yellow Pages, the White Pages have been moved to the back. Business listings are separate from residential. Call in the immediate family, Yellow Pages are on life support.

The most recent blows to the health of The Yellow Pages are cell phones and 411 with info texted directly to the phone. But the real dagger to the heart are the internet search engines. When I want information about a business, I look online. It's easier than digging out the phone book. As far back as February 2004, The Kelsey Group and Bizrate.com found that 64% of Internet users who make purchases online prefer search engines to conventional Yellow Pages. Go figure.

Don't let your Yellow Pages consultant convince you to use their online directory service, either. According to Jupiter Media, over 64% of people who are looking for information online, use search engines.

Keep your name in a bold listing in the local phone directories for now, but make sure that you invest most of your budget and effort on your search engine optimization, top of mind awareness
and customer service that will create positive word of mouth.

Rest In Peace Yellow Pages. Local advertisers won't be sad to see you go.

Sometimes You Need To Push The Reset Button

Just Like A Computer.

In all of our lives, business and personal, there comes a time when we get overwhelmed, out of sync and just in a funk. It's okay, we just need to recognize it and reset ourselves.

I have been working on getting in shape for the past ten months. Eating better and excercising at least once a day. I had lost forty pounds of weight and nearly eighty pounds of fat. I was in pretty good shape and feeling good. Then, my knee started hurting. Stress was getting to me at work. I had various stresses at home. I had all of the excuses that I needed. I started not going to the gym everyday. I started eating things I shouldn't. I felt guilty about it and this just drove me further into my self imposed funk. Nothing was going right. Time to reset.

My trigger was getting on the scale and finding that the weight I had worked so hard to get off was coming back with a vengeance. In under four weeks, I had gained back ten pounds. Not acceptable. I had let circumstances affect my attitude. Consequently, things got worse. All around me. Not acceptable. Time to reset.

I forced myself back into the gym and back into my routine of success. Five days later, it's like I never left. I am back in charge of my life. All of it. When you feel things are out of control. You get overwhelmed and down, take control of your life. Step back, evaluate your situation and push the reset button. Things will be different when you look at them with fresh perspective.

Once I did this, everything around me was easier to get into perspective. Nothing had changed, just me. I was reset.

Life is only ten percent what happens and ninety percent how we react. Try hitting reset and change your perspective. Let me know how it works and how you did it.

Be Careful What You Ask For

Or Don't Ask For.

In previous chapters, I have talked about having specific goals for your advertising. Knowing where you are going on the road, so that you get to the right place. And make sure everyone involved in the advertising process is on the same page.

A perfect example of this is with a current customer of ours. After completing an uncovery of his needs and weighing the budgetary limitations, we decided that a long term strategy to create top of mind awareness and drive people to his website would help him get where he wanted. He would use the website to give consumers the information that they needed to give them a shot at the bid. The client is a roofer. The product cycle is pretty long. Long term is the way to go.

After a couple of months, his web traffic went from virtually zero to over three hundred unique visitors per week. The client is not really happy though. Why? Because he was hoping that consumers would use the website to request bids. WHAT!!!!?????? Never heard that before. Never was discussed as desired result. As a matter of fact, the site does not even feature a request for bid prominently. It is on the site in a laundry list of other options.

In addition, we discussed many other changes to the site that have not been comlpleted, including, adding the jingle that we created on the home page.

The moral of this story is that there must be a specific end goal for the advertising. Everyone must be on the same page. No surprises! I can help make it easier. Coming soon, be on the look out for an all new Why Advertise Checklist.

Why Ask Why?

One Question To Get More Sales. WHY?

If you have ever been around a four year old, every other word out of their mouth is WHY. On average, a four year old asks about 400 questions in a day. This is how they learn. They ask questions. Sometimes answering these questions is tough. Especially when your four year old has four older siblings. That's one for another day though.

Asking questions is also how we should sell. Selling requires information. You get more information when you ask questions. The most important of these questions is WHY? It can be used a couple of ways.

First is to clarify an objection to a purchase. When you ask why, you find the real reason for an objection. Many times it is not what you assume. When you find the real objection, you can then address it specifically, instead of guessing.

Secondly, asking WHY? buys you some time to extend a converstation, engage the customer and give you time to think about what direction to go next.

The key after you ask the question is to listen to the answer and use the new information to move the sale forward.

Do you mind learning sales skills from a four year old.....if it makes you money? How many questions a day do you ask? (that's one for me)

Give It Time

Advertising Is Not A Light Switch

Just because you turn it on, don't expect instant gratification. Advertising takes time to work. Persuading customers to shop with you is a process. And when they have decided to try you, you must wait until they have a need for your product or service. In an upcoming post, I will dissect that a little further.

Take a look at the purchase cycle of your product or service. The longer the cycle, the longer it will be before you see significant results from your advertising. Unless you have a killer offer initially that motivates a large portion of the consumers that have a need today. This will end pretty quickly and the laws of the advertising universe will catch up and you will be back to waiting.

If you are a mattress store and the product cycle is ten years, it will take longer to see the results than if you have a restaurant. People make dining decisions every day.

If your strategy is on target, give it time. It will work. If your strategy is weak, fix it. It's time to stop wasting your money.

I See Light At The End Of The Tunnel

And I Don't Think It's A Train

What about you?

Everyone has been hit in some way, shape or form by the "economic downturn". The people that chose not to participate have been effected less. Things are rebounding if you look for it. If you choose to see the positives.

We are a resilient country. We have had enough time to assess the hand we have all been dealt and move past it. What happens around us will happen. Consumers still have a need for what we all offer. Maybe we need to change our strategy. Offer some different payment and packaging options or alternate products. Revisit your strategies.

Consumers still drive, eat, sleep, need repairs, furniture...everything. Money is being spent. The pie may be percentage points smaller than it used to be. That understood, we just need to make sure that we are getting our unfair share.

Do you see a light or a train? What can you do different TODAY?

Just One Thing

Curly's Law

Jack Palance played grizzled cowboy Curly Washburn in the 1991 comedy City Slickers. Curly's Law is defined in this bit of dialog from the movie:

Curly: Do you know what the secret of life is?

Curly: This. [holds up one finger]

Mitch: Your finger?

Curly: One thing. Just one thing. You stick to that and the rest don't mean shit.

Mitch: But what is the "one thing?"

Curly: [smiles] That's what you have to find out.

Watch the clip here : http://www.youtube.com/watch?v=2k1uOqRb0HU

Much has been written about "Curly's Law", but for the context of this writing, I would like you to look at it in terms of your business. If you are in sales, in terms of how you differentiate from others in your profession.

If you see a potential customer walking by your business on the way to your competition, what is THE ONE THING that you would tell them to persuade them to do business with you? Now, this one thing has to be something that the customer cares about. Fast and friendly, knowledgable, years in business and locally owned do not cut it. What REALLY sets you apart?

Figuring this out often seems to be a daunting task. It must be done. Many times it is a little thing. Your challenge today is to identify ONE THING that you can hang your hat on and ride to the bank. If you are having trouble, email me at rcovert@gpmnow.com and maybe I can help.

Fuel Up - Ask For Referrals

Use Word Of Mouth To Your Advantage

I wrote about this earlier while discussing the six checkpoints on the road to the customer, but I really want to stress that this is such an effective way to grow your business, it bears repeating. Frequency you know! Ask everyone that you talk to for referrals. Names of anyone that they know that may have a need for your product or service. Ask them to tell others about you. Even if they do not buy from you today for some reason.

This is a simple way to generate more leads for any business, but most people will not take that next step and just do it. After a transaction is completed, simply ask, "Thanks for your purchase or for coming in, is there anyone else in your sphere of influence that would benefit from our product or service?" Offer the referring party a special discount on their next purchase for everyone that they send to you.

This technique works for retail, service or direct sales.

In the end, if done well, you will have people sending you customers from all over. As long as you continue to satisfy and ask, it will snowball!

Pothole - Media Mix

Concentrate and Dominate

One of the most bone rattling pot holes on the road to the customers occurs when a strong strategy is developed and the advertiser is afraid of not reaching everyone with his/her message and puts a little money in a lot of places.

In reality, in most cases, one chosen media used correctly will have MORE than enough potential consumers to make an advertising campaign successful beyond your wildest dreams.

The largest companies in the world can afford a media mix. McDonalds, Verizon, Coca Cola or Budweiser. Most local direct advertisers need to account for every penny and insure the best possible return on investment.

Choose the medium that best fits your need and dominate it. Get a MINIUMUM average frequency of three times every week on the audience. Then commit LONG TERM. If you are looking for faster results, get a higher frequency, but do not expand the reach yet.

For example, if a small a.m. radio station reaches 10,000 people, how many of those listeners do you need to persuade to do business with you over the next year to grow your revenue 10%. The better news is that those 10,000 people know other people.....and they talk! (multiplied word of mouth)

It's not how many people that you reach, but what are you saying to them!

Detour - Reacting To Your Competition

A quick way to get lost.

Once you set on your road with a solid strategy, it is normal to question and second guess yourself. Especially when your competition reacts to you. Even if they are not reacting to you, they are doing their best to grow their market share.

It is very important that you do not react to your competition. The strategy that you set will work. (I am assuming it was a valid one) If it was good when you started, it is still good. If you change direction every time things change a little around you, you will never have your own identity. Your strategy will never have time to work.

Most of the time, your competition will not have the stamina to keep up a long term fight against you. Sometimes you need to weather the storm and stay on your road.

Don't misunderstand, it is important to know what the competition does. Ask a few questions. Why are they doing it? Is that what I want to be known for anyway?

Do the competition have the knowledge that I do to make it work? Just because they do it, does not make it a good strategy. Most of the time, a reactive strategy is very weak and short lived. STAY ON YOUR ROAD. Don't take the detour!

Poetry On The Road

The Road Not Taken

Two roads diverged in a yellow wood,

And sorry I could not travel both

And be one traveler, long I stood

And looked down one as far as I could

To where it bent in the undergrowth;

Then took the other, as just as fair,
And having perhaps the better claim,

Because it was grassy and wanted wear;

Had worn them really about the same,

And both that morning equally lay

In leaves no step had trodden black.

Oh, I kept the first for another day!

Yet knowing how way leads on to way,

I doubted if I should ever come back,

I shall be telling this with a sigh

Somewhere ages and ages hence.

Two roads diverged in a wood, and I-

I took the one less traveled by,

And that has made all the difference.

Robert Frost

It is extremely difficult to follow the road that is less travelled. Even though it is generally more rewarding. Below are three characteristics that you need to traverse this sometines scary road.

Courage : It is difficult to take the first step and to press on in uncharted territory. Dig deep, knowing you are doing the right thing, albeit not the easiest.

“Courage is being scared to death …..and saddling up anyway. John Wayne

Discipline : There are things all along your road that can cause you to take a detour or get off of the path that you know is right. Anything worth while takes discipline.

“The best discipline, maybe the only discipline that really works is self-discipline” Walter Kiechel III in Fortune Magazine

Perseverance : Push through every road block, pot hole and speed trap in your way, knowing that your goal awaits when you get over the next hill.

“Perseverance is the hard work you do after you get tired of doing the hard work you already did. Newt Gingrich

Are you willing to take the road not taken?

Be A Leader

Anyone Can Do It

I read a great article by Roy H. Williams this week in his Monday Morning Memo. (If you do not subscribe, please do at http://www.mondaymorningmemo.com/ it's free and will be worth the read every week). The subject this week was Leaders vs. Managers. Being good at one does not make you good at the other. Read the memo.

It has inspired me to discuss the role of leaders and how anyone in an organization can be a leader. It can be at work, in the community with your friends or among family. A leader by definition is a person who influences a group of people towards the achievement of a goal.

Leaders do things and people choose to follow or make changes toward the goal based on the actions of the leader. I have been amazed at how many people have told me over the past several months that I have inspired them to get fit after they saw the results that I have gotten. I didn't even mean to effect anyone else, it just happened.

The great leaders in history were the ones out front putting themselves at risk. From the Monday Morning Memo this week:

Alexander the Great was always the first over the wall of an enemy city. Whether his men followed him was up to them. Alexander was a true leader. “I’m going in, boys!”

Geronimo, the famous Apache leader, was not a tribal chief but a spiritual advisor, a historian of the people and a protector of their beliefs. He said, "I have something I need to do." And when the other Apaches saw what he was doing, they decided to help him.

It doesn't need to be quite as dramatic as Alexander the Great or Geronimo, but what area of your life or career can you be a leader. What can you do to influence others to do it better? Is it physical fitness, better spending habits, quit smoking, making more follow up phone calls, hand writing notes to customers? Up to you.

One word of caution. Leaders are not always POSITIVE influences. Sometimes, a leader can take people in the opposite direction. The negative direction. This happens in any situation that has a void of positive leadership. In the definition, I say that a leader influences towards a goal. That goal is not always a good thing.

What can you do today on your first step towards being a positive leader in your life and or career? Drop me an email at rcovert@gpmnow.com and let me know!

Pothole - Be Realistic

Ads Need To Sound Real To Persuade.

When you write ads for radio or television (including cable), or even the on hold messaging, make sure that the ads are written like you would speak. Very seldom do we actually speak the way we write and that makes our ads seem phony. Don't worry if grammar check doesn't agree with your written phrasing. Write it the way you speak. If someone writes it for you, edit it and add your style to it before you record.

Stay away from recorded conversation ads. Use notes and rehearse. Just talk and then have it edited. We have all heard the ads that sound read and poorly acted. Have you seen the ads with women discussing their feminine hygiene products and thought, "No one would talk about that."? If it is not realistic, consumers see right through it. Consumers do not like ads that sound like ads. Don't insult their intelligence. http//www.youtube.com/watch?v=58zhTjGBhW8

Please be believable. Check out the link to this TV ad. (it is a TV ad about feminine products, so if that would offend you, please don't watch.) Would the conversation happen like this?

Roadblock - Improper Use Of New Media

Social Networking, Internet, Text, Etc.

I have come across a number of advertisers lately that are pouring their resources into the NEW MEDIA, especially the Social Networking sites and Twitter. A word of caution, while these options sound cutting edge, they are not a way to generate new business. The growing number of users on these sites do not want advertising. MySpace, once the king of social sites lost 4 million unique visitors in June 2009, while Facebook grows at nearly the same rate. Many users cite the abundance of advertising on MySpace as a nuisance and a reason for switching. Let's not forget the many choices of sites as well. Facebook, MySpace, BeBo, etc. Not to mention how fickle these users can be. In this arena, the popular sites can change very rapidly. (Facebook leaves MySpace in the dust)

Twitter and Text messaging. Both are forms of opt in advertising. People have to ask for your ads. If they get tired of your ads or don't want them, they just delete you.

Just like internet advertising and other passive media like newspaper, none of these forms of media are able to create a brand or get potential consumers emotionally involved. They are great at extending a brand, marketing to existing customers and sometimes reaching people that are in the market to buy TODAY.

There is a place for this form of advertising, but not as your PRIMARY media. You will see traditional media to continue to shine and help break your business break free of the clutter of all of the new media choices in places where peole want and even expect ads! Drop me an email at rcovert@gpmnow.com if you care to discuss further!

Face To Face Roadblocks

Pre-Qualifying and Making Decisions For Your Customer

This could probably be two separate posts, but I feel the need to get them posted now.....before it happens again. The two are similar yet different.

Pre-Qualifying is simply deciding whether a customer is really a prospect or that they can only spent so much money before you really talk to them. My first job was at a Chevrolet dealership in a small town in Southern Missouri. I was 19 years old and had been on the job for just a week. I knew nothing about selling cars. One morning, an old early 70's pick up rumbles onto the lot and a very hairy man with a beard and dirty overalls with a dirty t- shirt gets out. All of the "veteran" sellers virtually pushed me out the door to talk to this guy. "Go ahead newbie, this one is yours." "Giggle, giggle." To make a long story short, the gentleman walks up to a brand truck and asks, "How much?" I told him the sticker price and he replied, "I'll take it." "Well. let's go do the paperwork." We pass the smirking "veterans" on the way back in. They assume the guy is wasting my time. When we get to my office, he reaches into the bib of his overalls and pulls out a wad of $100 bills and asks me to count out what I needed. As I walked out to start the paperwork process with a wad of cash, the smirks quickly faded. A lesson was learned that day by the newbie and veterans alike. That scenario played out more often than you would think. Never pre-qualify.

The second part today is vital. Do not decide what your customer will or will not buy. Give them the options and let them say no. Right now, our staff is working on selling our sports programs, High School and University of Kansas. I ask that every customer gets the opportunity to say no to the plans. For some reason that is difficult for people to comprehend. But, that is for another day. One of our sellers, Scott Swedlund, a nearly 20 year veteran of the business called me yesterday afternoon almost giddy. "You will never believe it, but (client name removed to protect the innocent) just bought our Total Sports package. I was just going in to change his commercial and didn't even have the package with me! I thought his budget was spent." (Shame on you!) But, to Scott's credit, he saw an opening and seized the opportunity. You see, this client owns a restaurant and bar. He is trying to attract fantasy football leagues to come each week and watch all of the games at once. Scott asked him a few questions about what each customer would be worth and suddenly the sports package was a viable option. Scott was fortunate to make this one happen because he was prepared when the opportunity presented itself. How many opportunities are being missed because we are deciding what a customer may or may not buy?

Speed Trap

Set A Realistic Time Horizon

Don't get caught trying to cut corners with your advertising and expect to get there faster than is possible. Advertisers make the mistake of thinking that advertising is like turning on a light switch. Advertising takes time to work. How long varies depending on the purchase cycle of your product. A restaurant can expect quicker results than a mattress store. People have the need to eat every day, yet need a new mattress every ten years or so.

Advertisers stumble when they try to decide when a customer is going to need their product instead of being consistent and committing to the message and let the advertising go to work and persuade the customer to shop you when they are ready.

This doesn't mean that advertising can't generate immediate results WITH THE RIGHT OFFER, it just isn't something that you can count on consistently.

Triggering events happen every day that bring people into need for your product or service. A few years ago, I had the entire family over for Thanksgiving dinner. In-Laws, Cousins, extended family, the whole deal. About 2pm, we realized that the hot water heater was out. Cold water for dishes, no showers. Not good. I had an immediate need for a plumber. Didn't have a need at 1:59. I called the plumber that had been advertising 24 hour emergency service. Didn't ask what it cost. They showed up, fixed it and charged me twice the normal rate.(It was a holiday) I thanked him. I was happy. Great strategy by the way.(That's a bonus lesson!) The point here is that no one could have predicted when I would need my water heater fixed, but this plumber was at the top of my mind when I needed them.

So, when you commit to a plan, give it time to work. Don't give up and try something else. It will cost you money and you end up starting from square one. Happy motoring.

Roadblocks, Potholes, Detours and Speeding Tickets

The Road To The Customer Is Full Of Challenges.

It seems easy when you assess the six checkpoints on the Road To The Customer. But what I haven't talked about are the hidden disasters awaiting you on your journey. Fortunately, most can be avoided if you know what to look for. When you encounter one, don't let them keep you from getting back on the road toward your original destination. The Customer.

I will cover these randomly and in no particular order, but the first roadblock is in the initial strategy for creating your message. It is so tempting to tell everyone about your business. How long you have been there. How much experience you have. Your awards. A picture of your dog. Features of your product(s). Family owned since.......Roadblock #1 is PEOPLE DON'T CARE ABOUT YOU. I know that's hard to hear, but as Roy H. Williams, The Wizard of Ads wrote, "The risk of insult is the price of clarity." They care about what your product can do for them. They need to see themselves taking ownership of the product or using your service. Good ads focus on the CUSTOMER, not the business that is advertising. Good ads elicit emotion and persuade consumers. We do this by talking to them about the thing that they care the most about. Themselves and/or their family. Remove this roadblock and watch your return on investment grow! Stay tuned, more to come!

Taking The Show On The Road

Strategically Sound Seminars Coming Up.

Last week was a good one. I confirmed a deal with the Lawrence Chamber of Commerce to present a workshop for small business advertising and marketing. It will be one session per month over three month starting in September. September 18th, October 16th and November 20th. The small investment to attend will go to the PIECE Project. (Basically, a Leadership Lawrence class for high school Freshmen).

On October 8th, I will be a part of a round table on local advertising at the Cookeville, TN Chamber of Commerce Retail Summit. Should be a blast!

If your business or group needs a speaker or consulting on advertising and marketing, drop me a line at rcovert@gpmnow.com .

Road To The Customer - Checkpoint #6

After The Sale Strategy

Well, you did it. You navigated the hazards and road blocks and made the sale. The customers is gone and the money is in the bank. No time to rest now. Begin making the next sale. No, not the next customer.....the one that just left. That is your best next prospect for a couple of reasons. First, this customer knows other people and will be your best form of advertising. Positive word of mouth. Second, this customer will buy again. Make sure someone doesn't steal them.

I have said and written on many occasions that the only way to grow your business is to get new business or sell more to your existing customers. You can get both if you use these after the sale strategies. Most of your competition does not.

SAY THANK YOU - Sounds silly, but how many times have you purchased something and the clerk says, "Here you go." and you say' "Thank You." to the clerk that YOU just made a purchase from. Shouldn't the seller be the one saying thank you? Customers want to know that their hard earned money they spend with you is at least appreciated.

FOLLOW UP - To see if the customer is satisfied. Make a call the next day or the next week to see if everything is as it should be. Are they happy with their purchase? Say thank you again. This is a great time to insure positive word of mouth. You can correct any challenges or problems at this time.

ASK FOR REFERRAL - If your customer is happy, ask if there is anyone in their sphere of influence that cold also use your product or service. Maybe make them an offer for their next purchase if someone buys from you that they refer. Partner with a restaurant and offer gift cards for every referral that buys. Satisfied customers will be more than happy to give you names. If you ask.

HAND WRITTEN NOTES AND EMAIL - So simple, yet virtually no one does it. It makes us feel special to get that note of thanks. Remember, marketing is any touch with your customers and good marketing is getting to them more often. Making customers feel even better about having done business with you.

SCHEDULED LONG TERM FOLLOW UP - Every three months or so, check in again. You never know when their moment of need may be. Are they still satisfied? Any new referrals?

DO SOMETHING EXTRA - What can you do for each customer that they didn't expect? We just had a new air conditioning unit installed and got a large tray of assorted choclates delivered to the office as a thank you from the heating and air company. Pretty small investment for them, but everyone in the building was surprised and talked about it.

It's a long and winding road to get a customer. Make sure that you keep them.

Road To The Customer - Checkpoint #5

Face To Face Strategy

Everything is good. The plan is together, customers are coming in and things look great. Now, the hardest thing to control. You or your staff comes face to face with the customer. (This could be on the phone as well) This is the time that the sale is won or lost, but as business owners or managers, too little time is spent focusing on this area. I had a customer the other day that agreed to an advertising plan. He was from a service industry and I went through the Roadmap To The Customer with him to stress that the advertising that he had just invested in was only one part. He told me then that the person he had answering the phone could be a real witch. (that's not what he really said, but it does rhyme and this is a family blog!) I assured him that his ability to convert phone calls to actually sales would be greatly hampered by this challenge and the better the advertising the more business he would lose if this problem wasn't rectified. He understood and took a copy of the Road To The Customer to try and teach her the importance of good contact with potential customers.

Here are a few areas to focus on :

SMILE - In person or on the phone, everyone wants to see a real smile. Force yourself to smile and it is nearly impossible to be in a bad mood. The attitude of your customer changes with you.

KNOW YOUR PRODUCTS - Where things are. What services are offered. Features and benefits. If you do not know an answer, make it a point to find out as quickly as possible.

PROBE NEEDS OF CUSTOMER - Ask them how you can help them. Probe what they are looking for. Why they are making the purchase. Not to be nosy, but to better understand what to recommend. The more that you know about what they want and why, the easier it is to show them a product that best suits their needs. At this point, it is about their needs, not your products or service.

BE SINCERE - Truly take their needs into consideration. Want to help them get what they want. Sound easy? Too many people just go through the motions. The more that you get involved with them in the purchase, the harder it will be for them to buy somewhere else.

UPSELL - There are only two ways to grow your revenue. Get new customers or sell more to existing customers. If they are making a purchase, it's ok to ask them to buy something to go with it. Sometimes it is something that they needed and forgot. For example, I shop at a local golf store. The owner never fails to ask me if I need a box of balls with every purchase. I have known him and shopped there for 5 years and he has never failed to ask. He will also point out sale items while I am checking out. "Hey, we have a pair of shoes on sale in your size. You can save $50. You are going to need them soon anyway." He has never offended me by asking and a few times I did forget to buy balls and was glad that he asked. If he didn't, I would have bought them at the pro shop or somewhere else on the way when I remembered! The sale would have been lost.

Please do not take this part of the process for granted. Concentrate on it. Train your people. Anyone that talks to customers!

Road To The Customer - Checkpoint #4

In Store Strategy

You have a great plan. Your value strategy is sound. The advertising is getting people to call or come in to the store. Does the first touch one on one between your business and your potential customer match what you are telling them?

STORE APPEARANCE – Well lit, clean and organized. Sounds simple, but when you have been in as many businessses as I have, well, trust me, don't take this for granted.

HIGHLIGHT ADVERTISED SPECIALS - Don't make people ask where the specials are. You are advertising them because you want to sell them. Sometimes businesses want to test their advertising by making consumers jump through hoops to get something. Don't test the advertising. It is proven to work. Let your money work for you. Have a display or a flyer describing your advertised products or service. Have your staff mention them and ask if they had heard or seen what you are advertising. Aided recall works wonders.

CLEARLY PRICE MERCHANDISE - A great number of shoppers want to look around and gauge what they are interested in before they talk to anyone. They HATE asking the prices. Please clearly mark your merchandise or services. Even if the pricing is complex. Have it as "STARTING AT " or give a price range. Have you ever been to a jewelry store and had to ask, "How much is that one?", only to have to play it off cool with a little nod of the head when it is ten times more than your price range and you quickly slink to another area of the counter. Never wanting to ask again.

WELCOMING - Greet consumers when they come in with a smile and a greeting. Offer assistance if needed. What if you offered everyone a water, soft drink or coffee while they shop? Partner with a local coffee shop. One bank locally gives fresh baked cookies to their guests. This goes for the phones to. Have a cheerful, helpful voice on the phone when consumers call. Your on hold messages can re-inforce your advertising strategy. Many potential customers are lost due to poor phone!

Many advertising campaigns have been ruined by poor strategy in the store.