I am interviewing Monte Huebsch, the Google Guru and founder of AussieWeb Local Search. (If you haven’t already done so, I highly recommend that you claim your free business listing with www.aussieweb.com.au - it will help with your search engine results).

Megan:  What are some of the new, cool technologies that Google is working on that will help business owners?

Monte:  Google is ALWAYS trying to get us to spend more time on the internet. If we do – they win and sell more advertising. Their forward looking future is for mobile devices. We all carry our phones around with us. If they are “smart phones” like the iPhone and Nexus 1 we will always have access to the internet. Google Goggles (not currently available in Australia) allow you to point you phone at virtually anything and it tells you about it. At a restaurant and it gives you the menus. At a book it links through to Amazon’s to buy it. Way cool!!!

Megan:  How can people find out what key search terms to use on their websites?

Monte:  There are two, free tools worth checking out - https://adwords.google.com.au/select/KeywordToolExternal will give you an idea of what search words people are using to find you and others like you.

The second tool is from Google Insights. It allows you to compare the traffic between multiple keywords in various locations around the world. You can find it here -   http://www.google.com/insights/search/#.

Choose the top words and use these throughout your website content. On the same page that you use the words (two or three times is good), use the same words in the page title. This will increase your chances of being found and ranked successfully by the Google ‘bots’.

Megan:  How do we know which pages of a website are being visited?

Monte:  If you haven’t already done so, sign up for a free Google account and go to ‘Google Analytics’ (Access Analytics / enter your username and password / click on your URL / view report / content (left hand side menu) / site overlay). This will show you the number of people who visit each page of your site, where they click and how they move around the site. Sign up here http://www.google.com/analytics/.

Megan:  What other free services does Google provide to business owners?

Monte:  Everyone should use Google alerts. It’s an online clipping service and you should set it up to “clip” web content about yourself, your competitors and industry leaders. It’s the easiest way to keep up with how well you and your competitors are being seen in the web sphere and also what you need to keep abreast of. It’s free and it’s here http://www.google.com/alerts.

Megan:  How important is it to keep website content up to date? How often should web content be updated?

Monte:  Even Google has felt the Global Economic Crisis. If the “googlebot” visits your site and doesn’t see any new content it will wait longer before coming back. When it does come back – if there are still no changes it will wait even longer! You are “teaching” Google not to come back because you never add or change things. A blog will fix this problem. 250 to 400 words once a fortnight is enough.

Megan:  Do people really need a blog? What about FaceBook, LinkedIn and Twitter? Do these really create commercial outcomes (sales) for serious businesses?

Monte:  It is now possible to integrate FaceBook, Twitter and posts on your website so you can publish once  and it goes to all three platforms! I know that FaceBook is the only company that scares Google. With over 400 million members and an average time on site of close to five minutes they are worried. You should set up a FaceBook fan page for your business, separate from your personal FaceBook page. Even if you just park it for now. Twitter is useful for about 10 percent of the businesses that we see. Not much business return for the other 90 percent. LinkedIn is basically a business FaceBook.  Mainly used for recruiting and connecting to other business people. Each business person should create a LinkedIn profile.

Megan:  How do businesses get to be on the first page of Google and how do they stay there?

Monte:  Watch my video http://www.aussiewebconversion.com/1st-page-on-google.aspx. And here is a bonus video http://www.aussiewebconversion.com/google-vs-yellow.aspx.

Megan:  How can people use Google Adwords?

Monte:  Google does great things but all those PHDs they have keep adding features which makes things more and more complex. I do not believe that AdWords is a “Do it yourself” DIY system any more. It is way too complex. We manage 100s of accounts for small businesses for a flat fee of $149 a month including GST. No set up fee, no contract and no “loading” the click costs. It’s great value.

Megan:  Is there anything else that you would like to add? Any other frequently asked questions that you guys receive regularly?

Monte:  Wrap your head around video. YouTube is now the second largest search engine in the world! People search on YouTube for “how to videos” and product reviews.  You need to establish some videos on www.YouTube.com and imbed them in your site like mine. Google owns YouTube and as always – it’s free!

For more information on increasing your profile (enquiries and sales) and integrated Google in your overall marketing strategies, please contact me on 07 3899 8335.

Kind regards
Megan Walker

Stage 1 – an assessment process to identify the issues impacting on an existing business and to develop an Action Plan to help owners address strategies and activities which improve the business model.

Stage 2 – engaging a consultant to mentor and provide expert advice with implementation of the priority tasks identified in the Action Plan. The outcomes sought are increased efficiencies, business sustainability and an increase in overall productivity.

Please find attached a Market Savvy fact sheet that summarises the DEEDI Jobs Assist Program.

1. Your potential customer base being aware of you
2. What your customer base knows about you and thinks of you
3. Your sales team’s ability to access potential customers
4. Your sales team’s ability to develop trust with customers
5. The amount you sell and the margins you can generate from those sales

This session will increase your confidence and support effective decision making and business sustainability in 2010 and beyond.

Time: 4:00pm to 7:00pm
Date: Tuesday 23 March 2010
Cost: Free (sponsored by Enterprise Connect, DEEDI, Brisbane Technology Park and Logan Office of Economic Development)
Place: East Auditorium Brisbane Technology Park, Cnr Logan and Miles Platting Roads Eight Mile Plains

Speakers:
Megan Walker from Market Savvy
Keith Dugdale from ioweu

Click here for a Market Savvy flyer on the CEO Marketing + Selling Masterclass.

Please note that this article is not advice and if you require legal services relating to IP protection, I thoroughly recommend that you speak with Paul Thompson from Fisher Adams Kelly (click here for Paul Thompson’s bio and contact details).

Megan: What is a Trade Mark?

Paul: A trade mark is a sign used in commerce to identify the source of goods and / or services. The most common trade marks are words (eg., Holden), designs (Commonwealth Bank sign) and combined words and designs or logos (McDonalds with Golden Arches). Trade marks are not limited to this range and can extend to sounds, colour and scents although these are less common.

Megan: Who needs to use Trade Marks?

Paul: Trade marks are perhaps the most serviceable and accessible form of intellectual property available to a business enterprise. A registration of an Australian trade mark provides monopoly rights across the whole of the country. It is also personal property.

The trade mark acts as a formal repository of the goodwill of a business. Not only does it provide a means of limiting the activities of competitors in a way that may mislead the marketplace, it also provides an asset in the sale of a business. As intangible property rights now form the majority of the assets of most successful businesses, the importance of trade marks should not be underrated. If a person is in business, they should consider the relevance and potential benefits of trade mark registration.

Megan: What about if you are a small business, is it still necessary?

Paul: A registered trade mark is never necessary but can be essential. Even small businesses can benefit from registration of a registered trade mark for the reasons outlined above.

Megan: Do I just get a logo designed and then get it trade marked?

Paul: The advantages of owning a trade mark also lead to potential problems in using or registering a trade mark. That is, another trader may have the same or a similar trade mark registered for similar goods or services. Therefore, use of a trade mark may actually infringe the rights of the other trader who has already obtained registration of their mark. Therefore, it is always very wise to conduct a trade mark search to establish whether the trade mark is available for registration and use. There have been many instances of commitment of considerable funds and resources into a trade mark only to find it cannot be used because another trader with an earlier priority position objects.

Megan: How do I know if my new logo is like somebody else’s?

Paul: As noted above, it is wise to conduct a search to assess availability for registration and use. Most commonly, this search should be conducted by professionals although it is possible to access the Australian Trade Marks Office website to conduct some preliminary searching yourself (simply search “ATMOSS”). If the exact mark is there and is for the same goods, there is clearly a potential problem. It may be worthwhile obtaining professional advice at that stage as there is sometimes the possibility the trade mark may still be available, but this is only in unusual circumstances.

Megan: What about website URLs? Can I choose a web address that sounds like somebody else’s brand?

Paul: Websites and the Internet are posing a wide range of questions for the trade mark system. It is possible to have a website that is similar to someone else’s trade mark but, if you use that website to sell the same goods or offer the same services for which the other trade mark is registered, there is a real risk you will infringe the legal rights of that other trade mark owner. One of the issues with a website is that there is only one of that particular website. Trade marks on the other hand can be the same but provided they are for entirely different goods or services, there is usually no risk of confusion and different traders can proceed with the same trade mark. Obtaining a website using the brand of a competitor is likely to encounter problems.

Megan: Do trade marks apply in the web space?

Paul: The answer is yes. This highlights another problem of the Internet in relation to intellectual property and indeed law generally. The Australian Trade Mark law applies only to Australia. The Internet has no geographical boundaries. Therefore traders in different jurisdictions can run into each other in the electronic space. This is an area of law that is still being worked out. You will sometimes see notices that a particular product is not offered for sale in a particular country. This is often because another trader has trade mark protection in that country that is relevant to both the mark and the goods.

Megan: Can infringements online actually be stopped?

Paul: The answer is yes. The first step is usually to write a letter of demand or request that the infringing party stop their activities. If the issue can be amicably resolved, that may well be the end of the matter. In the event the other trade refuses to comply, it may be necessary to resort to the courts for an order to that effect. The major problem arises if that other trader is outside Australia. While the infringing trader can be stopped in their activities in Australia, the ability to close them down offshore is somewhat limited. It is however, quite possible depending on the actual situation and the determination of the person whose rights are being abused. This is clearly a specialist legal area and requires expert input, preferably at an early stage.

Megan: What do I do if someone is using my business name?

Paul: It is very important to note that both a business name and a company name are not trade marks. A business name is registered because the law says it must be to protect people who use its services. A company name is simply a name. Although both the business and company name may be associated with reputation rights arising from a history of trading, they do not provide a registered monopoly. In the event a first person has a registered trade mark and a second person registers the same word/s as a business or company name and commences trading in goods or services that are the same, the first party will almost certainly be successful in stopping the owner of the business name or company name. So, if someone is using your trade mark for goods or services that are the same or similar, seek legal advice. If someone is using the same business name as your business, you may have enforceable rights but they are nowhere near as clear as when you have a registered trade mark. Again, seek legal advice.

In summary, it is worthwhile choosing a trade mark that has market appeal and which has been cleared for use and registration. An application for registration should be filed. Part of the clearance search should ensure you can obtain a relevant website or websites. The business name availability should also be cleared. Once these steps have been taken, you can implement a commercial strategy that will make that trade mark a success in the marketplace and turn if from a registered trade mark into a brand with associated goodwill, market profile and value.

Please feel free to contact me for more information on 07 3899 8335.

Kind regards
Megan Walker

Value for money

Ateco Automotive launched three Chinese utes into Australia this year under the ‘Great Wall’ value for money brand in a market with 52 existing brands. The company feels there are great opportunities to be had at the lower price point and believes that “… if the offer is compelling it’s not hard to get noticed.”

Ateco has sold 1,400 Great Wall vehicles since July and is predicting sales of 6,000 during 2010 with plans to sell 30,000 vehicles within five years.

In six months, the company has spent roughly $2 million on newspaper, online, radio and television ads – during the launch phase their expenditure will continue to be high while they maximise value for money and high volume sales.

Source: The Australian Financial Review, Monday 7 December 2009, p44.

Luxury

At the other end of the scale, luxury brands are trading in emotions. A high priced item creates a sense of prestige and belonging where performance and quality are important, but secondary to the perceived benefits of associating with the brand.

Pricing needs to be sensitive to that offered by competitors and ‘mark-downs’ may lose the perceived luxury value of the item or service.

Pricing image, scarcity and emotional appeal is a sensitive balancing act and finding the right price is not always about ‘what the market will bear’ in a market that has deep designer pockets and makes decisions based on perception and (sometimes?) appealing to others.

Discounting

Often used as a tactic to fight for market share. Think carefully about the people you are selling to and the image you are creating … has your accountant checked your numbers before you launch? Discounting can be great for bringing in new sales, but it can deter luxury buyers and create volume instead of profits.

Make sure the cost of the product or service covers its production. Or if you are using a discounted product to entice sales of other products in you suite, make sure they are bundled accordingly.

For example, Wal-Mart sells new, hard cover books well below the recommended retail price because they know that customers who buy books also buy a wide range of other products when they enter the store – very clever.

However when it comes to professional services, be careful as discounting can create the perception that prices were ‘loaded’ in the first place, services become devalued, trust can be eroded and future negotiations can become fraught with haggling.

Sales campaigns / promotions

Often retailers will have sales campaigns / promotions attached to specific milestones or times in the year, ie. making way for new models or clearing winter clothes. This gives a defined point in time and an obvious reason for reinstating the usual prices once the sale period has passed. Without a fixed point in time, customers come to expect a ‘sales culture’ of the brand and question the legitimacy of paying full price.

Remember to gather information before, during and after the sales process so you can make quick, informed decisions. Also, ensure that your sales people have strong product knowledge and customer service skills to maximise the resources and energy outlaid during the sales campaign.

Other pricing strategies

Apple prices new products high when they are first released to increase profits from customers who ‘must have’ the latest technology as soon as possible. This off-sets their high R&D costs. Other companies sell older products with newer ones to move them more quickly off the shelf. Products that are seasonal or have a short shelf-life become cheaper as their time runs out. Do any of these strategies / options apply to your brand?

Online pricing

Online selling is one of the many available distribution channels and ready access of goods has meant changed approaches when it comes to pricing. Some ‘e-tailers’ offer free products up front to try and win customers, but their relationship activities need to be extremely strong thereafter to keep the customer coming back for more – price ‘shopping’ and moving on to the next free offer is just a mouse click away.

Pricing can be more flexible in the online space with different products and price points offered to a wider range of customers as per their willingness to pay. Multiple versions of products can be created and products can be bundled before and during the point of sale. Remember to create relationship management processes similar to the offline world to maximise repeat purchases and loyalty.

Selling services

Many of the traditional services are moving from hourly rate pricing models to fixed fee / project structures. This is not always possible (especially with undefined projects), however worth exploring if you operate in a way where work can be described in projects. Flexibility is the key to meeting the needs of the client while keeping a viable business operating. I am a fan of some of the value-based thinking prescribed by Alan Weiss www.summitconsulting.com and his books make for good reading on this subject.
These are just some of the different options and thoughts around pricing. For more information, support and specific strategies, please feel free to contact me on 07 3899 8335.

Best wishes – Megan Walker

Client events make strong statements about how you value and treat your stakeholders. Get it right and you have opened the door to new possibilities … miss the mark and you won’t have done your brand or reputation any favours.

So with the Christmas party season fast approaching and opportunities for client launches and ‘good news’ celebrations in the New Year, here are seven tips (plus a few extras) to make sure your event is seamless and professional.

1.  Planning

What kind of event are you holding? Who are your target audiences and what do you want them to do or experience as a result of your event?

2.  Timing

Give enough time to organise your own troops, the venue, speakers, suppliers and guests. For large numbers or prominent events, you may wish to secure the date eight to 12 weeks in advance with ‘keep the date’ cards or emails. However six weeks is usually a good notice period for invitations. Remember to check to see if your date works with key attendees and is clear of major events, competing industry activities and holidays.

3.  Theme / logistics

What style of event will you hold? What time of day will work best for your guests, also consider and organise the venue to make sure everybody will be comfortable (think about temperatures, seating, parking, paying for parking etc), do you need a speaker or entertainment – is it a social, educational or networking style event?

4.  Budget

How much do you want to spend (or are you willing to spend)? Again, this will tie in with the perception and experience that you hope to create.

5.  Action items

Well executed events are all about the detail. Having a checklist (called a Run Sheet) where you prioritise the elements listed above will keep you, the venue, the entertainers and the speakers on track.

Think about how you would experience your event as a guest and plan accordingly. See yourself walking into the room - how will you be greeted and made to feel welcome? Will you be standing or sitting etc … are great ways to make sure you have covered and planned for every aspect and contingency.

6.  RSVPs

A bit of a bugbear … people don’t seem to RSVP anymore. Allow yourself enough time to follow up your invitees two or three weeks before your big event and encourage them to attend.

7.  More bugbears, dos and don’ts

• If guests are standing for more than 10 minutes, you will need to provide stools or chairs around the room. If guests are standing for more than 20 minutes, everybody will need a chair
• Keep traffic paths for food and beverage staff clear
• Organise the flow of the night so that food is not being served or cleared during key note speeches
• Make the reception process simple and easy, ensure that your guests don’t bottleneck at the door and take forever to come inside
• Don’t have the room too cold or too hot
• Don’t have the music too loud
• Check the PA system and audio visual equipment in advance, have presentations ready to roll. For large events, hire a professional sound technician to manage this for you (will also avoid audio screeching which affects ambiance)
• If you are having candles, make sure they are safe and away from other decorations (this tip from experience)
• If you are having a fundraising event remember that long auction processes feel even longer for the audience … think of innovative ways to raise funds that keep your guests entertained
• Tell your team, board members, patrons etc what to do on the night, make sure they have a job and are coached in how to mingle (otherwise they will all stand in the corner). Make sure somebody senior is available to welcome guests as they arrive and keep other key people ready to talk ‘shop’ and have strategic conversations with guests during mingling times
• Remember to thank the venue, wait staff and your guests for attending. You may wish to follow up with separate thank you cards or gifts as appropriate
• Lastly, remember to relax and be a calm and welcoming host

Plan well, be organised and enjoy your function.

For more information about event management or to outsource your next big event, please feel free to call me on 07 3899 8335.

Best wishes – Megan Walker

Climate change legislation is on the table in the US; 190 countries will meet in Copenhagen in December to create a replacement for the Kyoto Protocol (expires in 2012); and an Emissions Trading Scheme (ETS) is being debated in Australia to reach balance between production and humanity (interestingly our polluters are our economic sustainers).

And while some critics are saying that green marketing is the latest trend, the political weight behind green agendas will create mainstream changes and opportunities.

So what does this mean for Australian businesses?

An ETS seems unavoidable in Australia. This will mean some form of taxing or penalty for heavy carbon emitters, but it will also create opportunities for businesses of all sizes to create green products and services that appeal to emerging markets both up and down the supply chain.

But while ‘green’ is becoming the new black there are some dos and don’ts to make sure you get it right and create a genuinely green offering.

Getting it right and avoiding the pitfalls

The Australian Competition and Consumer Commission (ACCC) has its eye on organisations making unsubstantiated or misleading claims of environmental friendliness (see http://www.accc.gov.au for more information). Products or services claiming green benefits can be very attractive for consumers and create competitive points of difference, but the ACCC wants them backed up by scientifically sound and truthful statements that do not “mislead or deceive consumers in any way”. False claims will cause reputation damage and create legal risks.

Here is the ACCC’s checklist for making environmental claims:

1. Avoid using terms like ‘safe’ and ‘friendly’ and unqualified pictures or graphics. At best they are unhelpful and encourage skepticism, at worst they are misleading

2. Spell out exactly what is beneficial about a product in plain language that consumers can understand

3. Link the environmental benefit to a specific part of the product or its production process such as extraction, transportation, manufacture, use, packaging or disposal

4. Make sure any claims you make about your product can be substantiated. Think about how you would answer a query regarding the environmental benefits you are claiming about your product. For example, what scientific authority could you use to justify the basis of your claim?

5. Explain how a product’s characteristic is beneficial to the environment. For example, explain that a phosphate-free product is less damaging in river systems because phosphate promotes algal growth which can clog up rivers

6. Avoid giving the impression that your product is completely environmentally benign if it is not
7. Use the claim only in an appropriate context or setting. For example, do not claim that a product is not tested on animals if it is a product that would never be tested on animals in any way

NB. It may also be a good idea to have your claims checked by a trade practices legal specialist to further reduce the risk of breaches to the Act. It may also be worth cross-checking claims against the international standard ISO14021 2000.

Green marketing benefits

On the up side, more and more people are prepared to take a stand against global warming and are seeking out genuinely green products. We are seeing new products and offerings from energy and fuel retailers, furniture manufacturers (Ikea in particular), banks, motor and transport companies, industrial, retail and IT sectors.

These organisations are treating their environmental commitment as a way of doing business rather than a marketing strategy. This commitment creates:

• Engaged employees and attractive HR opportunities
• Strong supply chain with like-minded partners (green partnerships)
• Increased enquiries, sales, repeat business, viral following and brand loyalty
• Reduced environmental impacts, improved legacies and cleaner business mentality
• Recouped investment through low cost implementation and ‘pay-back’ periods (especially with regard to water and energy saving measures)

When it comes to pricing, the majority of people at this stage are not prepared to pay more for green products, BUT when the cost is equal, the green products are taking preference.

Getting started

Here are some tips for preparing and conducting green marketing:

1. Do you homework – make sure there is a market for your products, ensure the scientific validation of your claims

2. Get your own house / business house in order – put in place sustainable practices, make sure all team members are walking the talk, show evidence of practices to support your green claims (see great resources via Brisbane City Council: http://www.greenheartcitysmart.com; visit the Environmental Protection Agency’s ecoBiz website: http://www.epa.qld.gov.au/environmental_management/sustainability/ecobiz_queensland/; or http://www.greeningaustralia.org.aufor excellent general information; and http://www.thegreenpages.com.au/ for sustainable products and services)

3. Verify your green statements – this may require legal advice (visit http://www.climatechange.gov.au for information on certifying your products and services)

4. Engage Market Savvy to plan and implement your green marketing activities, to differentiate and strengthen your brand (we offset our carbon emissions and conduct sustainable practices)

Hopefully this information has clarified some of the current green marketing discussions and shown you that there is much more to getting it right than putting a recycled symbol on your products.

For further reading, you may wish to search - carbon trading, the Carbon Pollution Reduction Scheme and the NGER Act.

This is a big topic, so for more information on promoting green products and services, please feel free to call me on 07 3899 8335.

Best wishes – Megan Walker

What is Twitter?

Twitter connects people with people. It is a micro-blogging site that enables the user to post messages, known as Tweets, onto their profile allowing other users, known as Followers, to read the author’s tweet. Tweets have a maximum of 140 characters and can be restricted to a small circle of Followers or open for anyone to read. You can select who you want to follow and who follows you.

Who is Using Twitter?

With an estimated 10 million users (perhaps even your customers, suppliers and competitors?), organisations such as government bodies, banks, not for profit organisations, corporations and private companies are using Twitter as an effective marketing, PR and HR tool to expand their brands.

The Benefits of Twitter for Business

Twitter has the following benefits for business:

1. Twitter enables you to conduct informal market research by posting questions and asking people to respond. This provides you with current insights and creates dialogue between you and your Followers

2. Twitter can be used as a knowledge-building tool by searching topics according to your industry, brand or topic

3. You can see what is being said about your business, brands or industry. While positive comments can help you to expand, negative remarks can be used as an opportunity to satisfy your customer’s needs and change their perception (quickly)

4. You can keep an eye on the activities being conducted by your competitors. See what they are doing, who they are following and what trends they are pursuing to assist your own planning and decision making. [Note, you do not have to become a Follower of your customer or competitor to read their Tweets]

5. Monitor your group of Followers to identify potential leads and offer them your services, products or specials

6. Use Twitter to direct traffic to your website

The benefits of Twitter are constantly expanding and it’s worth looking at how you can incorporate Twitter into your business marketing strategies. See the following successful case studies showing Twitter in action: http://business.twitter.com/twitter101/case_dell.

Using Twitter

The best part about Twitter is how easy it is to get started. The simple ‘sign up’ process takes about two minutes and you don’t have to spend large amounts of time maintaining your business’s profile either.

Although there is no magic number telling you how much time you should spend on Twitter, if you are just starting out, dedicate an hour or two per fortnight to write some Tweets, establish a Following, choose who you want to follow and conduct searches on various topics that relate to your business.

Tips for Using Twitter

The following tips will keep your twittering simple and timely:

1. Know who you are following and who is following you - to build a solid group of followers, you must follow the right people. Follow company executives or people you may have met at a conference. Look for industry blogs and articles. Remember a large following is not always best as many people may not be reading your tweets

2. Use other Twitter applications - Tweetlater allows the user to write a number of tweets and schedule them to be posted at a later date and time. You can write an entire month worth of tweets in an hour and they will be automatically posted according to when you schedule them. Another tool is Tweetdeck - this is a dashboard that allows you to categorise your followers into groups

3. Use URLs and links in your Tweets - as you are only able to use 140 characters in your Tweet, add URL or links in you Tweet to industry articles or industry blogs. This can also be used as a tool to drive traffic to your website

4. Tweet and Retweets - when you come across a tweet that maybe of interest to you and your business respond to it and begin a dialogue with the author

Hopefully this article has clarified some of the confusion around Twitter and has provided some practical uses for you and your organisation.

For more information about Twitter and any other marketing tools and activities, please feel free to call me on 07 3899 8335.

Best wishes – Megan Walker

1.  Cold calling

Cold calling is something that most businesses need to do when they are starting out, launching a new product or service or introducing themselves to new market segments.

Sometimes there is just no getting past the fact that you need to pick up the phone and make some calls, introduce yourself and talk about the value of what you have to offer.

Cold calls can be most effective when somebody has already introduced you to the prospect or has given you permission to ‘use their name’ to speak with the key person. You can ask your current contacts if anybody knows somebody in company ‘X’ or even join online networks (such as LinkedIn), establish rapport with a relevant group and ask for a connection or introduction to key contacts (make sure you do this with as much decorum as you would in the ‘real world’).

2.  Telephone techniques

Choose a time of day, or day of the week when you feel relaxed and positive and commit to making your ‘sales calls’ at this time. If you get to speak to your key contact initially, introduce yourself, mention your mutual contact and ask if they have a few minutes to talk.

Then let them know briefly about your product or service and why you have specifically thought of them as somebody who would benefit from what you offer and why. Make this introduction as succinct as possible with their world and needs in mind.

Ask if this type of product or service is of interest to them. If they decline (it could be for a host of reasons – timing, budget, changing structure etc) ask if you can send them some information to keep on file and seek permission to touch base in six months time.

If the answer is yes, engage the person in a longer conversation (if welcomed) and learn more about their organisation. Ask if you can stop by in person at an agreed date and time to provide them with more information.

If the answer is maybe, offer to send some information and add them to your database. Ask if you can contact them again in the coming months to stay in touch.

3.  Voicemail

If you get the person’s voicemail, provide your name and state why you are calling. Let them know that you will phone again to briefly introduce yourself. Try again another couple of times with a few days in between, and then follow up via post if you are still not getting through.

4.  Gate keepers

Mention that you were recommended by person ‘X’ (your introductory contact) who suggested there would be a lot of benefits for the person or company you are phoning. If not available at the time of calling, ask when would be a suitable time to phone back rather than leaving a message on the first attempt. Always be friendly and professional and thank the person answering the phone for their assistance.

If you are phoning without an introductory contact, mention briefly who you are and what you do and that you have researched company ‘X’ and believe your products or services can benefit the organisation. Ask who the decision maker is and if you can briefly introduce yourself over the phone.

If they will still not put you through, let them know you will post through some information and check the mailing details with them.

5.  Talking face to face

Your first meeting / encounter is all about active listening, asking key questions and finding out the facts. Then when the time is right, paraphrase the needs the person has mentioned and talk about how you can solve their problems. You may like to explain how your product or service has worked well for others and the benefits you know you will create.

Depending on your product or service, this might be the right time to ‘close the sale’. You might feel comfortable with an assumptive close “how would you like to pay for that?” or “which tie do you prefer with your new shirt?” Or you can use a series of minor questions that help confirm the buyer’s overall decision. Or you could try giving the buyer three different options with three different prices (more often than not, the buyer will choose the middle price). Another option is to trial a compromise … “why don’t you start with product X which is lower cost and then when you are happy with it, come back an buy X”. There are other options such as talking about similar or competing companies or well-known individuals who use the product or services with great satisfaction (if you can be sure of this).

There are a myriad of other sales closing techniques, some much more direct than others. I personally like the sale situation where the buyer has a need and you solve that need with professionalism and honesty – this is a safe and credible path to follow.

For written proposals you still need to have a ‘fact finding’ session to identify exactly what it is that your potential customer or client needs. During the meeting, summarise their needs and recommend the way forward. Check with them for agreement (you want a series of ‘nods’ throughout the discussion) and follow up with a written proposal. The proposal should be a summary of the discussion presented as a clear solution(s).

6.  Handling objections

Objections are expressions of interest – look forward to receiving them and have your answers ready. Talk about value, reliability, track record and demonstrate high quality service with conviction and professionalism without backing the person into a corner.

Remember to feel positive throughout the whole process, make notes and keep records. You are helping your prospects and customers to solve their problems – you aren’t being pushy (well hopefully not), you are helping people and creating mutually-beneficial outcomes.
If you would like further information or assistance with establishing your sales and marketing activities, or honing your selling skills, please contact me on 07 3899 8335 or email megan@marketsavvvy.com.au .

Best wishes – Megan.

Here are some basic elements to use as a check-list to make sure your sales ‘house’ is in order:

1. Product knowledge

Start by making sure you know your product or service inside and out. Think about the features your product or service offers and how these differ / are better than those of your competitors. Then think about the positive impacts that your product or service creates – this is what your target audience will be interested in the most. How do you solve their problems?

If you are promoting a community organisation (where selling is just as important), think about the difference that you make and quantify your impact across different areas.

2. Sales materials

Do you have a sales kit at the ready? The quality of this kit should be in line with your brand image. Sometimes you can get away with ‘cheap and cheerful’ other times you will need to invest in quality materials that show professionalism and credibility.

Do you have information on each product or service that you can easily email or print and post? Fact sheets can be useful and Frequently Asked Questions can often assist with customer education. Make sure your key messages are the same across every piece of collateral to eliminate confusion. Talk benefits and include testimonials or evidence of other well-known brands that rely on you and your services.

3. Do your homework

Who are your target audiences? These are the people that can use / are interested in your products or services. The more you can focus your energies on attracting the interest of these groups, the more effective and streamlined your efforts will be.

Then you need to determine what the needs are of your target audiences. How do you present your products or services to solve their problems, make life easier for them, save them time or money (or any other benefits)?

4. Manage your activities

Once you have all your materials in place, it is a good idea to know where you are going to start, what you are going to do next, who you are going to talk to. You might like to segment your current contacts into ‘general contacts’ - all the people you have ever met and know you by name; ‘warm leads’ – people who are likely to purchase your product or service; and ‘customers / clients’ – people who have purchased from you.

Make yourself a list of activities you will conduct for each group and schedule these in your diary. Keep notes against each activity or contact in a database (MS Outlook or even Excel can work for this). Once you are communicating with your prospects on a regular basis, always think about how you can present your product or service to them to meet their needs and solve their problems.

5. Increase your contacts

This is where your marketing activities come in to support the sales function. If you do not have enough contacts in your database (and databases never ‘stand still’) you need to make sure you are always meeting new contacts through e-commerce, networking, advertising, media activities, events, affiliations and referrals. The combination of these activities (your marketing mix) needs to be relevant to your brand and sales objectives.

Once you have met a new contact, add them to your keep in touch program (below) and learn about their needs and how you might support them.

6. Keep in touch

Once the mechanics of your sales system are moving along nicely, make sure you also plan communications activities to keep in touch with your contacts, warm leads and customers. Be genuine and useful when you communicate, and make sure your ‘touch points’ are not always about a sale. The idea is to keep in touch often enough to be ready when your customer or client is ready to make a purchase. Then they already know about you, have developed trust and rapport and you can move into negotiations.

For not for profits, make sure you stay in touch and thank people separately to the occasions when you ask for donations or gifts.

If you would like further information or help with establishing your sales and marketing systems, please contact me on 07 3899 8335 or email megan@marketsavvvy.com.au .

Next month’s article will cover Face to Face Selling.

Best wishes – Megan.