Attorney and strategist at Social Impact Ventures LLC helping businesses gain the competitive edge from several different angles.
Marketing is an essential part of growing a business. It’s not enough to create a great product or service. If you don’t have consumers coming across your offer, you can’t increase sales. From my perspective, it’s not the best product that does well; it’s the best-seen product.
Your sales increase when you implement visibility strategies that get what you offer in front of more consumers. With increased exposure, you then show those consumers why they should want to do business with you.
That being said, while sales happen with great marketing, you also need the right sales systems in place. If you don’t have a plan for how you will implement a sales strategy, you’ll wake up each day confused as to how you should be spending your time. A business is a system of systems. At some point, it’s the systems that allow you to scale your business in a way that doesn’t directly involve all of your time. You can’t be the one in all of the positions; sales systems allow you to duplicate your efforts.
Here are three sales systems and strategies that I’ve found can enable businesses to increase revenue in an optimized way.
1. Create a sales funnel that adds value and nurtures prospects.
An important sales system is your sales funnel. A sales funnel is a step-by-step process that leads consumers from a place of simply being aware of you to a place where they’re ready to make a purchase. It’s the process of adding value and taking your consumer through the sales cycle. In a way, your sales funnel can help you pre-sell and warm customers up to what you have to offer, and it allows you the opportunity to build trust and nurture cold prospects.
A key to developing a strong sales funnel is adding value for customers, followed by offering the consumer content that solves their pain points. For example, you can set up a landing page with a free offer that then sends the prospect to either a training session or more content. The goal is to create a natural sales funnel that brings in sales 24/7. This will help you optimize your time.
2. Have better discovery conversations, and disqualify the wrong fits.
Too many entrepreneurs think the goal of every discovery call is to close the sale. It shouldn’t be. Instead, a discovery call should be looked at as your opportunity to assess whether a potential client is the right fit for your company. The goal is to onboard clients who make sense for your business and would benefit from your services. There has to be a mutual fit from both sides of the table.
A sales system that focuses on qualifying prospects can help you do this. Teach your team this process as well. Everyone involved in your company should know who an ideal client is and what to do if someone isn’t a fit. Develop the ability to say “no” to prospects who aren’t the right fit, even if they’re ready to convert. As you develop this system, you’ll end up with better clients, and this is how you scale a business in an optimized way. You create lifetime customers who buy more, send you referrals, value your product or service and recognize your value and expertise.
3. Show up in all the mediums and methods your ideal consumers use.
The internet allows businesses to get in front of their ideal consumers in many different ways. You can use podcasts, blogs, videos and many other formats to reach ideal target consumers. The key is to show up in the mediums your ideal target consumers frequent.
In other words, show up where your customers are. Use market research to determine the best way to reach clients, and then show up with helpful content that shows them why they should be paying attention to you. Remember, it’s the best-seen service provider that gets the business.
Create systems that allow your content to show up consistently for your ideal target consumers and draws them back to your brand. This is how you sustainably increase sales over a period of time. There are a plethora of software programs that allow you to repurpose content and become more omnipresent. Leverage them.
Putting It All Together
One of the best growth strategies you can employ in your business is creating sales systems. Access to billions of consumers on the internet offers you an opportunity to reach more people, but you have to be strategic about it. Create systems that you use but that are also trainable for your team, and establish processes that allow you to duplicate your efforts without taking up much more of your time.
You always need sales and marketing. The goal is to create a plan that allows you to scale in a way that feels authentic.
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