1EASYPLAN - Philadelphia SEO, Philadelphia Marketing, Web Design PhiladelphiaAt the end of my last post on increasing sales, I listed 5 things you must do to have a thriving business, to increase your sales, to get more customers – despite the sour economy.  The first of the five had 2 parts.  I’ll cover part 1 now and part 2 next time.

Part 1: Find out who’s still buying (not browsing) in your market (covered in this post) and

Part 2: Find out what they want (covered next time)

Skip these steps and you will be selling to people who (probably) are NOT ready to buy and you’ll be selling them stuff they (probably) do NOT want or need or even care to hear about.

Now this may seem trivial, total common sense, but it’s one of the biggest reasons businesses fail.

They sell the wrong product to the wrong people at the wrong time.

So – PART 1 – how do you find out who is still buying in your market? ANSWER: Look for the people with a credit card in their hand.

They are:

  1. Your existing customers.
  2. Friends of your existing customers, who want to buy.
  3. New customers, people looking to buy right now.

Your existing customers are the best place to start.  They’re already proven buyers.  They liked you and your stuff enough to buy from you once and if you did a good job delivering quality, they’ll probably pull out their credit card and buy again – more of the same or something new.

Make sure you reach out to them – they’re an easy way to increase your sales – no convincing necessary.

Here’s How:
Make sure you collect your customer’s name, mobile phone number, and email address.  Stay in touch – often.  Send them useful information, special customer-only offers, and even a birthday card.   Reach out via email, a text message, a postcard, or give them a call to let them know you appreciate their business.  Next time they have a need or desire for something you sell – they’ll think of you before the other guy.  Next time you want to promote a new product – you can start with your existing customers.  You’re not bothering them.  If your product has value—you’re doing them a favor.  You’re fulfilling their needs and wants.

Another way to increase sales: ask your existing customers to tell their friends about you and your great offers.  If they love you, their friends probably will, too.  A referral from a happy customer almost certainly means you’ll have two happy customers before long – one sale for the happy customer and one for the best friend.

Don’t’ be shy.  Ask.

Here’s How:
Make a good impression with your products and the likelihood of your customers coming back for more is high.  Impress them and you’ll not only get a customer for life, but they’ll tell their friends.  Create products that people love, can’t live without and then talk about and you will become extraordinary.  And if you and your products are extraordinary, getting referrals shouldn’t be too difficult.  But your customers are busy and even though they love you – they may not remember to tell their friends right away.  So it’s okay to ask them.

Here’s what you do:

1) Give them some time to experience your product or service before asking.
2) Find your happiest customers – they’re easy to spot.  They told you they were happy.
3) Make sure you take good care of these raving fans.  Give them something a little extra.
4) Then ask for your referral.

The worst they could say is “No.” But they could say “Yes” and better yet – be willing to write you a testimonial.

In the absence of an existing customer or referral – you’re going to have to find some new prospects.  When you’re searching for new people to present your offer to – ONLY show to those who actually want to buy now and not to those who are browsing, kicking the tires, or just looking for information.

You want buyers, not browsers.

Buyers are cash in the bank this week, maybe today.  Browsers may not turn to cash for a week, two weeks, a month, or more.  When that browser becomes a buyer – THEN we’ll pay closer attention.  We want buyers – the ones with a credit card in their hand and who say, “I need it now” instead of “how does that thing work”.

The easiest way to find this group is on the Internet.

Millions and Millions of people around the world sit down at their computer (each day, several times a day), launch Google and start searching.

And what are they searching for?

Your stuff!

Even connecting with a very small fraction of them can make you rich (really).

So how do you connect with them?

You figure out what they’re typing into Google, you optimize your website so it’s one of the top results – and when those Millions of potential customers click on your link (to go to your website) – because you were #1, you give them exactly what they’re looking for.

The result: a happy customer and a healthy bottom line!

Now it’s just not possible for you to know what Millions of people are typing into Google, but Google knows. So ask them; ask Google what keywords (related to you and your offers) people are searching for and when they tell you, get to work on your website.

Here’s How:
Use Google’s Keyword Tool to research what people are typing into Google.  Pick one of your products or services, enter it, and click search.  Google will tell you exactly how many people are searching for that keyword each month – as well as a bunch of other related keywords.   You could spend hours investigating what people are looking for… then you know.  Now there’s no more guessing.

When you’re researching keywords, be sure to focus on those that buyers use, not browsers.  Now this takes some practice – whole books are written on this subject.  But here’s the basic idea: think about the intent of the person when they’re typing the keyword.

Here are some keyword examples:

  • “Accountant” – who knows?  They may want to hire an accountant.  Or, they may want to become an accountant.  Too vague.  Pass.
  • “Hire an accountant” – now that’s a buyer.
  • “Find an accountant” – could be a buyer or may be a college kid looking for a summer job.  Pass.
  • “24 hour tax services” – another buyer.  And this one wants to buy tonight!

Anyway, head on over to the Google Keyword Tool and get some practice.

Then become #1 for those keywords (another topic, another time).

NOTE: There’s nothing wrong with browsers – they’re a nice bunch of people who will likely become a buyer – at some point.  But we’re not going to look for them.  If they find us and want some information though – we’ll give it to them.

Okay, so now we know who’s buying… next we need to figure out what they want.

 

Edward Bordi is a marketing consultant. He works with small businesses by uncovering problem areas and identifying untapped opportunities. Through careful analysis, he develops and then implements a custom and comprehensive marketing plan – that is focused on dramatically increasing profits. Edward studied marketing at the prestigious Wharton business school, and is certified as an Independent Marketing Advisor (IMA) by one the top online marketing companies in the world, DotComSecrets.

Contact Edward »

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