Category Archives: Sales

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Our first Open Exchange/Mini Business Expo
was a huge success!

“We met some fantastic community members at the first annual Poulsbo Chamber of Commerce mini-expo. Thanks to everyone who chatted with us at our table, learned more about KCMT and who signed up for our mailing list.” ~ KCMT

Only 4 tables still available for September 13th.
Reserve your table today!
RSVP today by calling our office at 360-779-4999


 

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What Online Marketing Tactics Generate the Best B2B Leads?

The days of B2B businesses generating leads via sales letters and cold calls are long gone. Today, savvy B2B marketers use online marketing to attract qualified leads. But which digital marketing tactics work the best for this purpose?

Here’s what a recent survey of B2B marketers in the 2017 State of B2B Digital Marketing has to say.

Social media, email and search are the most popular lead generation tactics…

Some digital lead generation tactics are almost universally employed. For example, 95 percent of B2B marketers surveyed use social media to generate leads, 93 percent use email marketing and 91 percent use organic search.

…but that doesn’t mean they’re the most effective.

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It’s time you learned about the art of referrals.

You have a business, but are people talking about it?

man holding card referralsWord-of-mouth is just as relevant today as it has ever been. When a business asks you to talk about how great they are on Facebook, Twitter, Instagram and so on, that’sword-of-mouth. When you provide good content that others can share, that is also word of mouth. Today, potential customers are more likely to pay attention to people they know and a large general following (e.g., Yelp) than if they see the same commentary in a company advertisement.

In fact, they’ll pay much more attention. The Word of Mouth Marketing Association published some research a couple years ago that found “the value of a word of mouth impression is from five to 100+ times more valuable than a paid media impression.”

You don’t have to spend all day convincing people to spread the word about your new business on social media.

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Ask SCORE: How can I build solid customer relationships?

Keep your customers happy with a personal touch.

You’ve seen people so absorbed with their smartphones that they appear oblivious to everything that’s going on around them. Of course, everyone is entitled to their personal privacy, and perhaps the message or video on their phone really is that important, but spending too much time in a “heads-down” position can be off-putting to others.

Many entrepreneurs, particularly those who work from home, operate their small businesses much the same way when they rely too heavily on email or texting to communicate with clients. Digital communication is convenient, particularly for work-related issues and updates, but numerous studies have come to the same conclusion—customers want to be treated like people.

When you take a technology-centric approach to communication, you’re missing an opportunity to foster a relationship with your customers, a quality that is becoming increasingly critical when deciding who we want to do business with.  Continue reading

Successful marketing takes a bit of creativity.

I often work with SCORE clients who want to create a successful marketing strategy so they can find customers for their products and services. During our conversation, I introduce the Bullet Point Marketing Plan and share a copy of the six-question worksheet.

After they identify their “Class A Prospects” and think about where they might be “hiding,” I ask how they intend to reach them. This can be a bit of a struggle, so I tell a story about some friends who delivered hand-addressed 9×12 inch envelopes to the offices where their Class A prospects were “hiding” and well protected by “gatekeepers.” The envelopes contained a business card, a personally addressed and hand-signed letter, plus a reel-to-reel audio tape containing samples of their work.

This was in the 1970s. They were selling their services as writers, arrangers and recording engineers for radio commercials in Los Angeles. Their target audience consisted of creative directors for advertising agencies who had never heard of these Seattle guys who had just moved to L.A. The “lumpy envelopes” were opened and my friends got lots of calls. The calls turned into lots of business for their new production studio.  Continue reading

What’s the best way to influence sales prospects?

If you own a B2B company, you know that the process of turning a lead into a sale can be long and challenging. What’s the best way to guide a prospect through the purchasing journey? A study of B2B decision-makers conducted earlier this year and reported in eMarketer offers some useful insights.

First, the days of educating a clueless buyer about your product in person are largely over. B2B buyers are well educated on their options, because they do most of their research ahead of time before ever contacting a vendor.

According to the study, Selling to the Information Driven Business, 63 percent of B2B buyers surveyed don’t contact a salesperson until they’ve actually made a purchasing decision. In other words, at the point you talk to a buyer, they’ve already formed their own opinions of your product or service.  Continue reading