Top Secrets of Marketing & Sales Por arte de portada

Top Secrets of Marketing & Sales

De: David Blaise
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  • Resumen

  • The Top Secrets of Marketing & Sales podcast provides tips on how to increase sales, improve profit margins and grow your business. Each week, we address issues related to important topics like targeting your ideal prospects, fine-tuning your messaging, attracting the clients you need, monetizing social media, the MVPs of Marketing and Sales and much more. From mindset to marketing and prospecting to podcasting, the Top Secrets podcast helps B2B and B2C entrepreneurs, professionals and salespeople get more of the customers and clients they need so they can do more of the work they love.
    Copyright © David Blaise, Blaise Drake & Company, Inc. | TopSecrets.com | 463414
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Episodios
  • Crafting Your Customer Experience

    Crafting Your Customer Experience
    Jul 16 2024
    What do we want the overall customer experience to be like? How do we want this person to be welcomed if they happen to walk into our business? Because we want that experience to be consistent. That's another important aspect of this. The businesses that really consider their customer experience want to make sure that it is absolutely consistent. David: Hello and welcome back in today's podcast. Co host Jay McFarland and I will be discussing crafting the customer experience. Welcome back, Jay. Jay: Hey, thank you so much, David. And I feel like here once again I'm going to learn something from our discussion because I don't think a lot about crafting the experience. For me, it's like, Hey, we had a sales call. Now you're a client and we'll just fake it until we make it, I guess. David: Right. And that is certainly a way to do it. It's certainly valid. I believe it's probably what many businesses do, perhaps most. The thing that actually got me thinking about this was a trip that I took to Disney World a number of years ago. And I thought about how every aspect of the experience is crafted. It is thought out in advance. It's planned. It's choreographed. There is very little, ideally, that happens there by accident. And at the time, I thought, "wow, as a business, if we were able to craft a similar sort of experience for our customers, what would that look like?" I've done presentations on this topic over the years. It's something that a lot of businesses tend not to think about, but when I raise the issue with them, they seem to feel that it's pretty appealing and interesting. Jay: Yeah, absolutely. It's funny you bring up Disney World or amusement parks. I remember being a little kid and going to an amusement park, and I thought even the staff members were installed as part of the experience. I was amazed when I realized they actually went home after work. And then I ended up working at that very same amusement park on the backside, you know, where all the employees walk? It's so disappointing! David: It's got to be. Jay: Yeah, absolutely, and I think this is one of those topics where we're not talking about, boom, one day you've got the customer experience defined. I think this is a process. It's going to be very different from when you first open your doors, so to speak, because it is something that you should always be fine tuning, correct? David: Yeah, and we can't even fine tune it if we're not thinking about it. If we basically show up for work every day and do what we do, then we're doing what we do. We're not considering what the customer experience is. If you just take the title of this podcast to heart and say, "okay, what if I did want to craft the customer experience? What would that look like?" What happens if somebody calls our business on the phone, what happens? Is it a person who answers? Is it an auto attendant? If so, what does that auto attendant say? Is it encouraging to help people get where they need to go? Is it discouraging? Is it likely to put them off? Something as simple as that, that's one aspect of the customer experience. This is what happens when someone calls us on the phone. This is what happens if someone visits our physical location. This is what happens when I meet someone on a Zoom call or in an in-person situation. Every single aspect of the experience, if it is considered, if it's even thought about, is likely to be a whole lot better than if we're just winging it. Jay: Yeah, such a great point. And I think one of the problems, David, is self-awareness. I think about this in sports. Like when all my daughters played sports and there were players and parents of players who didn't really understand their individual skill set and they thought they were much better than they were. Because of that, they didn't ever progress because they thought they had reached whatever marker that needed to be. They're kind of prideful about it.
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    14 m
  • Why Some Exceptional Performers Can’t Get Enough Customers

    Why Some Exceptional Performers Can’t Get Enough Customers
    Jul 9 2024
    Over the years, I have met some exceptional performers who still struggle to get enough customers. It's not a function of who they are as people. It's also not a reflection of their work. It's not even a mindset issue. It's about the fact that being exceptionally good at what you do, and being able to get enough customers or clients are two completely different skill sets. I can't tell you how many business owners I've talked to over the years who are exceptional at what they do, but they can't get enough customers. I've met: Chefs who make amazing food, but can't get enough people into their restaurants to keep the lights on. Real estate agents who know their markets in and out, they're great with people, can handle all the details, but can't get enough clients to pay their bills. Artists who have amazing skills, but who never mastered the art of customer acquisition, so their actual art remains largely unseen. Printers who have taken out loans to invest enormous amounts of money in equipment that just sits there, because they don't know how to get enough of the customers and clients they need to feed the machines. Recently, I heard from a life coach, whose story really touched me, because she knows she could really help people, but she's struggling to get the clients she needs. Here's what she said, "I am a good coach but there are no clients for me. I feel profoundly sad for not being financially independent. I am a good person, I do personal growth, I am a really good coach and yet I can not pay the bills and have a lovely and happy life. Why does it have to be so hard?" In each of these situations, the most important thing to recognize is that there is a huge difference between being exceptionally good at the technical aspects of a job -- like cooking, selling homes, creating art, printing stationary or coaching people who need help -- and being able to get enough of the customers or clients who need those products and services. They are two completely different skill sets. There are many exceptional writers in the world, but as Robert Kiyosaki, the author of Rich Dad, Poor Dad once said, "On the top of my books it's written *Best-Selling Author* & not *Best-Writing Author*". Two different things. So today I'd like to share with you, what I shared with this coach. And it applies to any business that is great at what they do, but that struggles to get enough of the customers or clients it needs to thrive. If you're great at what you do, then you're halfway there, but this is not a mindset issue. It is a focus issue. So if you want to make the money you need to make, then 100% of your focus and learning now need to be on 3 things. It’s what I call the MVPs of Marketing & Sales™. If you’ve heard this from me before, but you’re not yet earning what you think you’re worth, then please, listen again. In sports, MVP stands for Most Valuable Player. In Marketing and Sales, MVP stands for Message, Vehicles and People. Specifically: What is the marketing (M)essage you need to convey about your product or service? Which combination of marketing (V)ehicles will you use to communicate your message? And Who are the (P)eople or prospects you need to reach? This begins with having a crystal-clear idea of exactly WHO you want to benefit from what you do. Those are your People. When you know who your people are, then you have to consider exactly what you'll need to SAY to engage those people. To invite them in. To take advantage of everything you have to offer. That's your Message. Finally, you need to determine HOW you'll reach them, in other words, what combination of marketing Vehicles will you use to reach them? This means things like social media posts and comments, direct messaging, phone calls, email, direct mail, networking, door knocking, broadcast ads, billboards, there are thousands of options when it comes to marketing vehicles.
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    5 m
  • Making Sales and Building Brands

    Making Sales and Building Brands
    Jul 2 2024
    Everybody has to make those determinations about their business when making sales and building brands. How am I going to do it? Is it going to be about me? Is it going to be about the customer? And how do I convey that in terms of my company name, my logo, my brand, and any slogans or taglines that you use, in order to communicate all that. David: Hi and welcome to the podcast. In today's episode, co host Jay McFarland and I will be discussing making sales and building brands. Welcome back, Jay. Jay: Thank you so much, David. And again, just a great topic. I don't know if everybody feels like they're a brand. Like, I'm a company, I offer a service, but am I a brand? When I think of brands, I think of like Kellogg's or Tesla or things like that. I don't know if I think about my own business that way. David: Yeah. And a lot of small businesses don't. But even though they don't, very often, if they don't know what to do from a marketing and sales standpoint, they will copy the big brands because that's what they're seeing. You're watching TV, you see a commercial for Kellogg's or you see a commercial for McDonald's or some retail brand and you say, "Oh, okay, that's what I need to do. I just need to get my name out there." Right? When I think of branding, particularly for small business, that's what I think of. Somebody who's like, "Oh, I just have to get my name out there." And when you've spent as much money on marketing as Kellogg's has, or as McDonald's has, or any of the big companies have, they already know what those companies are all about. They already know what they do. So they can just basically say, come in and buy from us. And they're like, okay, I already know what it's all about. For small businesses to do that, to just put out the name of their company and expect people to want to wander in, it just doesn't happen. And that's why I think this topic, you know, the idea of making sales and building brands, I could have said making sales versus building brands, because I think sometimes people view it as two different things, but ideally we have to do both. And even if it's not a matter of seeing yourself as a brand right now, once You're established enough in your market where people recognize who you are and what you do. That's sort of building a brand in their minds. So that when they hear the name of your business, they associate it with certain things, related to what you do and how you do it. When you think about Tesla or Elon Musk, you have a very good feel for sort of what he's all about and how he tends to approach things. So to me, that's an established brand. When small businesses want to establish a brand, they can spend a lot of money doing it, which is why they kind of have to be making sales along the way and focused on that first. Jay: Yeah, great point. You know, in those big companies, they have the big dollars to have focus groups and all of those things. Talking about the very beginning of your branding, again, I think we're coming up with another podcast topic here, though. People who just throw together their logos or their slogans, It drives me crazy because it's like the first impression when they meet you in public. David: Yeah, and again, with small businesses in particular, sometimes we can be too cute for our own good, too creative, quote unquote, for our own good. We think that something that appeals to us is going to appeal to everyone else. Personally, I think that the simpler we keep it, the more direct we keep it, the more sense it makes. Now Nike spent so much money establishing what that swoosh means that they can put a swoosh up on the screen and people go, Oh, maybe I'll go buy some shoes, right? We can't do that. And so. Unless you have that level of funding, unless you have access to that much money that you can teach people what your logo means, then you have to be a lot more clear and direct about your communication, your logos,
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    11 m
Liderazgo Gestión Marketing Economía
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