March 28, 2024

Column from Florida Trend's Business Coach

Follow these simple steps to grow sales

Ron Stein | 3/5/2012

You have systems and process for every area of your business, so why should marketing be any different? Marketing is one of the most important functions in any company and the right system will deliver sales results.

Marketing isn't something you do once and you're finished. You need a framework for you and your team to follow that lays out a consistent process and the actions needed to win deals. Think of it as a blueprint for revenue success.

Once you create a system and get everyone on your revenue generating team to use it, you’ll have a systematic approach to attracting, capturing, and keeping customers. It doesn’t have to be complicated.

Based on my marketing and selling experiences, I developed 9 simple but highly practical action steps that you can take to grow your sales. These are steps that any business in any industry can apply. It starts with laying a solid foundation and an understanding of each stage a prospect goes through to close a deal.

Step 1 — Perfect Prospect Profile.
Know your audience inside and out. Learn what motivates your audience and track the emotionally charged words they use. Imagine how you’d describe your company’s ideal prospect to a new employee;

Step 2 — Core Marketing Message.
Have a message that clearly defines your value and differentiates you in the prospect’s terms, based on your ideal customers defined in Step 1. The messaging sweet spot is what’s (a) important to your prospect, (b) unique to you, and (c) defensible by you. When prospects hear a message that says you’ve zeroed in on their emotional hot buttons and can solve their problems like no one else, you'll grab their attention;

Step 3 — Information Tools.
People don’t want brochures about you, just answers to questions they have right now. Develop an arsenal of high-value information weapons using the marketing message elements you created in Step 2. Providing the right information at the right time makes it easier to progress prospects around the marketing and selling cycle. Where your prospect is determines which marketing tactics you’ll use, since every prospect can be precisely located at one of the steps below;

Step 4 — Visibility.
Prospects have no idea you exist. And If people don’t know you exist, it’s impossible for them to buy from you. In this step you discover where your audience hangs out — both online and offline. Narrow down the choices that give you the best possibilities based on your goals and resources, and of course your audience profile;

Step 5 — Grab Attention, Generate Leads.
Inability to communicate value and differentiation will get in the way of sales. Use headlines that are emotionally important to your audience. Have a call to action with an offer to educate;

Step 6 — Develop Relationships.
Most people don’t make immediate purchase decisions. Have a systematic approach that nurtures. The key here is to have a system of consistent follow-up. Use targeted information, education, and two-way conversations. A little patience will be rewarded when you give to get.

Step 7 — Conversion.
Now it’s time to close the deal. Don’t assume prospects will take the next step, so help them out. What makes sense for your audience? Discount coupons, special financial arrangements, a trade up policy, limited time offers, six free months of service? Ask decision questions to get your prospect to say yes;

Step 8 — Retention & Referral.
Don’t leave an opening for competitors to steal customers away. Passionate fans buy again and again — and promote your brand. Deliver on your promises and continually add value. Have a process to keep paying customers happy;

Step 9 — Plan And Engage.
Create a marketing action plan based on Steps 1 through 8. Put it in writing — don’t make it novel! Include action steps, time frames, frequency, information tools needed, required resources, the offer and call to action you’ll use, and the results you want to obtain. Set your plan and go!

Strategy, tactics, and info tools depend on where prospects are in the customer marketing and sales cycle. Understand how the game of marketing and sales is played and you’ll find that your business is well on its way to revenue success.


Read earlier columns from Florida Trend's business coach, Ron Stein
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Ron Stein is the founder and President of FastPath Marketing (www.marketing-strategies-guide.com). He has more than 20 years experience in sales, marketing, and business development, working positions ranging from salesman to vice president of sales and marketing to CEO of startups with industry leaders such as Motorola, VideoServer, Paradyne, and SercoNet. Ron is a member of the advisory team at the Tampa Bay Innovation Center, a nationally recognized entrepreneurial and startup accelerator for the state of Florida. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com

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