How to Grow Your Business in Turbulent Times

In today's tough economy, most prospects are thinking twice before buying. That means everyone in your business needs to go above and beyond to win them over as a loyal customer. Here are five ways to build credibility with prospects and establish relationships that lead to more sales:

1. Listen first, sell second

Good business people enter sales situations with a list of questions geared toward allowing prospects to explain their greatest needs. Listening sends a clear message that you're interested in the prospect's needs, not your own. Probing is a great way to ensure you don't focus on benefits that have no bearing on the prospect's situation.

2. Make it specific

Once you've determined where the prospect's needs might be unmet, and you understand their priorities, re-angle your presentation to focus solely on those points. Acknowledging your prospect's priorities and challenges while offering solutions is a great way to establish trust.

3. Solicit commitments

Top closers set a goal to move the sale forward at each meeting. One meeting may focus on getting feedback on the product/service and how it might work for them; the next might focus on terms and conditions. Each step moves the prospect closer to a final "Yes."

4. Establish credibility

Prospects want to feel as if they are making a great decision to buy from you. That's why we recommend keeping a file of testimonials from loyal customers who sing your praises. You'll discover it's the fast track to establishing trust and credibility.

5. Provide exact details

As you move closer to ending the selling process, explain the terms of the contract, how it works, warranties, etc. Discuss what happens after the sale and the support you'll provide. Close the sale with the prospect feeling good about doing business with you.

Close even more sales by implementing three marketing tactics:

1. Try out effective, yet inexpensive direct response marketing methods. An example of this would be a coupon in a magazine, or a promotion or special that a customer must use directly by calling or clicking on your website. Additionally, use a direct response device to hone in on consumer interest and your key target market.

2. Consistently follow-up with all of your customers and clients. In today's market, it is impossible to predict when a prospect is ready to buy or when a customer will be a repeat buyer. Constant follow-up is the only way to guarantee you'll be present the moment they're ready to make a purchase. Rule of thumb: It takes as many as 5-7 follow-up calls before snagging the prospect's interest. Be persistent, and be consistent.

3. Use various forms of multi-media (phone/ email/direct mail) follow-up to maximize sales. Your prospects are busy, and one form of multi-media is not good enough as it may not be noticed. You will increase your chances of making contact with a client if you use numerous forms.

Once you close the sale, make your new customer feel that you really care about them by following a few simple steps:

1. Call your new customers and let them know how much you value their business. First-time customers will be shocked and impressed that you took the time to let them know how much they are appreciated.

2. Additionally, send a heartfelt thank you card to new customers. Include a refrigerator magnet with your office information. Use high-quality note cards or, better yet, send a bullseye brochure with a hand-written note on the back. Create a message that reflects the intentions of your business and genuinely says thank you to each and every person that walks through your doors, or in some cases, purchases a product from your online store.

3. Acknowledge loyal customers by sending them special deals ONLY for them. They will love being recognized as one of your "best" customers that will ultimately keep them coming back for more. It's hard to pass up the extra attention.

Now stay in the limelight! You'll attract new prospects with three easy tactics:

1. Initiate a free speaking gig at least once a month in your community or surrounding area. This external marketing approach often works the fastest, as attendees can sample your style and spread the news of your products, service, and vast knowledge with family and friends. Visit your local Chamber as a start to set up a free event.

2. Always write press releases for your business. This FREE tactic is a great way to establish relationships with media contacts, even if they are not published. You can leverage what you've written by posting the content to your website or blog. Think outside print; there are hundreds of online websites dedicated to PR in your industry.

3. Certificates are a great way to promote business. They are easy to make and can be given to local businesses, fundraising events, and charities. It is a great way to attract repeat business.

Following these guidelines will allow you to attract more customers and profits, even in today's troubled economy.

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