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Emotion in the Workplace: How Do You Handle Different Employee Personalities?

Shows like Silicon Valley, Suits and The Office wouldn’t crack us up as much if there wasn’t a familiar grain of truth in each episode. While many of us pride ourselves in being coolly logical, it’s hard to escape the fact that we human beings are emotional creatures. Whether we’re at work or not, our feelings drive much of what we do.

No matter how much you’ve touted the company’s core values and the culture you want to build, chances are that interactions between the people who work for you will get messy from time to time—or that someone may step seriously out of bounds. And like it or not, as the business owner, you’re ultimately the one who is responsible for keeping the emotional temperature in the office to a comfortable level for all.

So how do you manage all of the personalities around you without losing focus on what you’re really there to do—grow a business? Here are some strategies to use.

Model the behavior you want to see.

No matter how small your company, you’re the public face of the business. As the leader, how you express your emotions day to day will set the tone for the entire organization. If you’re usually upbeat and positive, you’ll bring an emotional energy to the group that others will mirror.

You don’t have to adopt a guarded, “corporate” personality to do this but it is important to train yourself to think before you speak, choose your words carefully and consider your tone. What you say to your team has a tremendous impact on everyone who works for you.

Put it in writing.

Before any problems take place, considering hiring a consultant to draft a simple code of conduct that makes clear what type of behavior is acceptable at your business and what the consequences will be if someone violates it. Your consultant can advise you on how best to distribute it, so everyone is aware of the rules. As your business grows, you may also want to offer training on subjects such as avoiding sexual harassment or other areas where there are frequent misunderstandings.

Turn the pressure down.

Employees will be less likely to overreact to the normal frustrations of the workplace if they are putting in reasonable and predictable hours. While there may be some periods during the year when you’re all under the gun, you can prevent too much pressure from getting to your team by making an effort to keep their schedules consistent. Planning allows your team to coordinate outside responsibilities like childcare—giving them adequate time to recharge after work, socialize and stay fit.

If you’re in a crunch that will last more than a couple of days, consider bringing in temps or contractors to alleviate some of the burden. Even if you’re paying your people overtime, they aren’t likely to bring their best selves to work if they are working to exhaustion for weeks on end. In the end, it’ll probably save you money on overtime, anyhow.

Step away from your computer.

Set aside 30-60 minutes a day for “management by walking around”—in which you stop by team members’ work stations and ask—“What’s on your mind?” The more you keep the lines of communication open, the more likely you’ll be able to find out about any problems that are simmering before they reach crisis proportions.

Train employees to solve problems themselves.

Taking time to chat with employees doesn’t mean you have to listen to rambling complaints or negative comments about their colleagues. If someone has a minor problem with the guy or gal in the next cubicle, offer coaching on how they might solve it without directly intervening. The time you take to mentor less experienced employees on how to develop “soft skills” like conflict resolution will pay off in a more harmonious culture.

Know when to intervene.

There are times when, as a business owner, you can’t simply ask employees to work things out. If someone’s behavior impinges on the rights, safety or security of anyone on your team, you may have to intervene immediately. Behavior that’s out-of-bounds can hurt your culture and potentially lead to lawsuits—or even violence.

Unfortunately, such behavior is more common than many of us are aware. Nearly one-fifth of workers say they face a hostile or threatening environment at work, according to a recent survey by the Rand Corp., Harvard Medical School and the University of California at Los Angeles. With the past month, 12.8% of respondents said they had experienced verbal abuse or threats, 9% reported experiencing humiliating behavior, 2.7% said they had been the target of unwanted sexual attention, and 1.6% said they had been subject to physical violence.

None of these types of behaviors should be ignored. If you are getting complaints that someone is creating a hostile or threatening environment for others, take it seriously and get legal advice immediately. Also know what you would do if, for instance, a disgruntled former employee came into your workplace and started threatening people.

In most cases, you’ll never have to deal with a situation like this. But once you’re prepared, you’ll be able to come into work every day knowing that you can handle virtually any situation that comes along.

Does Your Small Business Need Help With SEO?

One of the more important questions to ask yourself today as a business owner is: do I need help with SEO? Search Engine Optimization is the art of making sure your website is being found in search engines by the thousands of people searching every day for the service your business provides.

If you’re not sure if you need help, let’s begin with opening a Google search in your internet browser and typing in your top keywords. Do you come up first on the web page? If not, the answer is clear, and you need help with your SEO.

  • But, do you even know what your “top keywords” are?
  • Do you have organic traffic coming to your website?
  • Can you track the amount of organic traffic your website receives versus direct traffic or advertising traffic?

If your answers to these questions are also a “no,” then again, you need help with your SEO.

So where do you begin if looking to get starting in optimizing your website for search engines?

First, you need a full understanding of where your website currently stands with SEO. The best way to do this is to pay for a technical SEO audit. As a small business, budgets can be tight and hiring someone full-time to focus on specific marketing efforts such as SEO may not be the financially responsible route for your business. Luckily, you can find a freelancer or contractor on networks like CloudPeeps or UpWork that can start anywhere from $500 on up. Many contractors and freelancers specialize in these types of one-time audits.

“What will an SEO audit do for you,” you ask? It will give you direction and advice on your overall site architecture. Your site architecture is about how users and search engines find their way around your site. As your website continues to expand, you want to make sure you have a plan in place for adding new pages and posts. On top of that, make sure you’re getting the best, most relevant content in front of your website users and reducing the number of times they have to click to find it.

These same navigational rules go for search engines too — not just people; the easier it is for a search engine to crawl your content, the more your website will be properly indexed and credited for ranked keywords. The technical SEO audit will also help point out your website’s broken links that you need to fix, browser compatibility, alt tags to enter, etc. Just starting with a technical audit and making sure all of the red flags are fixed will give you quite a boost in ranked keywords, which will then boost organic (free) traffic to your website.

You should also consider conducting a competitive analysis using internet research tools such as AHREFs or SEMRush, to see where your competitors are for their total keywords, organic traffic, keyword rank and backlinks. These research tools will give you an SEO roadmap of where you need to go to catch up to your competitors.

In addition to the above audit and competitive research, there are six basic guidelines (find even more, here) of small business SEO that you should consider when building your business SEO strategy. Be sure to follow these guiding principles:

1. Build your website/navigation with SEO keywords in mind. As mentioned above, this will help provide direction on your site structure, which in turn makes a great user experience. If you’re not planning to do a complete rebuild of your site, there are still enhancements you can put into place to improve your keywords.

2. Push fresh content out on a regular basis. Search engines will love you for it (and so will your users!). By putting out relevant, quality content such as articles, downloads, blogs, etc., you can increase the frequency of your indexing because search engines are looking at your website more frequently.

3. Use heading tags (<h1>/<h2>) in the HTML of your website copy. These will help Google understand the main topics for your content. H1 is the most important tag and is typically the title of a post. H2 is used as the subhead for H1. You can use H2 to help divide content into scannable blocks, making it easier for Google and your visitor.

4. Ensure you have a landing page for your main keywords. You want to be able to have those pages ranked for keywords in the core characteristics of those landing pages, such as the title, H1/H2, and your meta description. This way, Google knows what your pages are about, and your customers can find you easier.

5. Consider hiring a social media manager. As a small business, time is valuable and should be spent on what you do best to manage operations. A social media manager can focus on managing the SEO strategy after the audit and competitive research. They can build online links and content links through content partnerships and outreach on social media platforms such as Twitter. They can also concentrate on building relationships with customers and outreach to potential partners for content opportunities, such as guest blogging.

6. Place alt tags on all images. Alt tags help improve the accessibility of your website and tells search engines what the image is to help rank on Google. Also, if the image doesn’t load, it helps give the user an understanding of what should be there.

SEO is no small feat, especially for a small business who may not have all the resources necessary to make the changes needed immediately. It can also be very expensive since SEO is sometimes seen as a “black magic” that not many people understand. But, don’t be afraid to start small by building an SEO plan that you can chip away at each month. Focus on enhancing a small area of your website and continue to build on that regularly. Google and your users will thank you. And, you’ll quickly see the return on your initial investment as your website starts to grow ranked keywords and free traffic from prospective buyers.

 


AUTHOR BIO

Jeanna Barrett is the Founder & Chief Strategist of First Page, an award-winning online marketer and an expat entrepreneur. Through content, social media and SEO, Jeanna uses the power of words and data to drive growth in brand awareness, organic traffic, leads, revenue and customer loyalty. She has a combined 12 years of inbound marketing experience at venture-backed startups, digital agencies and Fortune 500 companies, with an expertise focus on small business and technology. She’s been named ‘Top 40 Under 40’ of brand marketers and ‘Best in the West’ for financial technology marketing. In 2016, Jeanna left the U.S. to lay roots and build her business in Belize.

Business.com: Prevent Data Decay From Ruining Your CRM System

What do customer data and bananas have in common? Both rapidly decay. The biggest difference (other than potassium content) is that you can see bananas turning brown. Unfortunately, most customer relationship management (CRM) systems hide the decay of prospective customer information.

For a small business, finding leads and customers is hard enough. If you’re letting your data get stale, you’re missing out on opportunities in your sales pipeline and likely dropping the ball with current customers. And if your data is decaying, it can impact your entire business, from sales to HR to accounting to customer service.

Today’s leads become tomorrow’s garbage without you even noticing the shift. Customer data decays at a rate of 30 percent per year. In some markets with high employee turnover, that data can unravel at a shocking 70 percent each year. A small business CRM system is only as good as the data in it, and most systems do not account for this prospect rot.

Read Jonathan’s full article on Business.com.

Posted in CRM

5 Ways Your Agency Can Appeal to Tight-Budgeted Small Businesses

When a small business decides to invest in their marketing channel, they’re likely looking for an agency that understands their limitations but can maximize their efforts while keeping within a small business budget. Small businesses run a tight ship and need to focus solely on the tasks that will move the revenue needle, which means they’ll rely on the agency to become an extension of their business and a partner in growth. If you’re looking for ways your marketing agency can appeal to these smaller businesses, below are five ways to get you started.

1. Initial Discussions

When you begin your initial discussions with a potential client, have a frank conversation about budget. Find out what they’re willing to spend each month before you develop their proposal. Be up-front about your line item and hourly costs, and be sure you’re not committing to projects that would be a great price for the small business but not worth your agency’s time. It’s best to openly discuss the types of services that you can deliver that work within their needs. If you’re uncomfortable with initiating a frank budget conversation, there are smart ways to get around this. One of the tactics I’ve used at my own marketing agency is to send a client survey using TypeForm, which asks within the survey what their ideal budget would be. This helps kick-off the conversation.

2. Proposal Development

When creating marketing proposals, offer packages in different pricing increments that the company can choose from, so your new client can choose the level of involvement and investment that works best for them. And be sure to show them what they can accomplish within each pricing level — both deliverables and goals for each price. Within the proposal, consider creating “add-on” services and options to help tailor the budget to their needs even further. For example, allow customers to add on the option for your agency to also manage their email campaigns or social media accounts, even if all they’re looking for is help with creating content.

When creating the proposal, include metrics of any kind that you can attribute to your services. Every business is held to specific key performance indicators (KPIs), but small businesses specifically, need to show how their investment is impacting their business. They will want to see the return on their investment. For example, maybe the lowest budget option in the proposal has initiatives that fit within their budget but won’t deliver the KPIs they want to deliver. To reach their KPIs, they may need to look into the next level options. This option may be more of an investment, but it will help reach their goals, which may be more important (if they have extra budget to spare). It’s better to be upfront about what you can guarantee they’re going to achieve at what level not to waste their time and budget.

3. Project Timing & Structure

As an agency working with a client that has a small budget, you have a maximum amount of time to dedicate to this client, based on their budget and your hourly rate. Establishing their goals and objectives, and sticking to their asks, will help you maximize their budget and not stray away from deliverables and promised hours. If you keep to a very tight plan and structure, you won’t waste time and money trying to get back on track. A great way to do this is to create a six-month or one-year plan that tracks everything you’ll deliver each month. This keeps both you, and the client, on track.

4. Agency Talent

Consider bringing on entry-level contractors or freelancers at a lower hourly rate who can work within small business budgets. With more administrative tasks, have a junior level account executive execute with management’s oversight. Entry and junior level account service talent tends to have a lower hourly rate than upper management. However, be sure to make a point that just because the small business client has a smaller budget, doesn’t mean their work is less important.

5. Agency Tools

Traditionally, your agency may need to add extra costs to your execution prices for software you need to deliver materials. This might be social media management software or a content production platform. Offering these tools to your clients free-of-cost is a benefit for them to sign-up as a client with your agency. But, there are also a number of free tools on the web that allows you to maximize a small business’s budget further. A few of my favorites:

  • Pexels: Stock photography can be pretty costly. This tool is free to use and has over 30,000 free stock photos, with the goal of adding at least 3,000 newly-licensed photos each month. These photos are beautiful and can be used for blog images or other content pieces.
  • Guest Post Tracker: Guest blogging is a great way to build a brand’s presence and build links to a website. Pitching repurposed materials to different outlets is an excellent way to stretch your client’s content marketing budget. However, a costly aspect to guest blogging is trying to track when the post is live, where you’ve pitched or which outlet is interested in your materials. This tool is free and allows you to track material you’ve submitted.
  • AHREFS: If your client is looking to ramp up their SEO, this is a low-cost tool that can help shape their strategy. It helps you learn more about your competitor’s SEO rankings and how you can outrank them.
  • GatherContent: This is a great, inexpensive tool for content production — from getting organized and setting a structure, to executing the content with freelancers and an editor. GatherContent is also a great tool to help with website redesigns, new builds or new landing pages.

For small business owners, their business is their lifeline and livelihood instead of a steady corporate paycheck. When it comes to making any investment, business owners are looking for someone to dive in and share the same passion they have for their business. Just being conscious of this, as well as employing the strategies listed above, will help your agency gain stronger appeal to small business owners as agency clients.

 


AUTHOR BIO

Jeanna Barrett is the Founder & Chief Strategist of First Page, an award-winning online marketer and an expat entrepreneur. Through content, social media and SEO, Jeanna uses the power of words and data to drive growth in brand awareness, organic traffic, leads, revenue and customer loyalty. She has a combined 12 years of inbound marketing experience at venture-backed startups, digital agencies and Fortune 500 companies, with an expertise focus on small business and technology. She’s been named ‘Top 40 Under 40’ of brand marketers and ‘Best in the West’ for financial technology marketing. In 2016, Jeanna left the U.S. to lay roots and build her business in Belize.

5 Inspiring Steve Jobs Quotes Every Entrepreneur Should Read

Starting a business takes guts, mental toughness and confidence. No one knew that better than Steve Jobs, co-founder of Apple computer, who passed away in October 2011 and remains a beloved figure who embodies the spirit of innovation.

As entrepreneurship transforms the global economy, many people have revisited his insights, seeking understanding and inspiration. Here are five Steve Jobs quotes to educate and inspire you.

“My favorite things in life don’t cost any money. It’s really clear that the most precious resource we all have is time.” PBM February 1985

Jobs was only 29 when he said this but it reflected his overall approach to life. If you devote your life to activities that bring you joy and fulfillment, and understand how precious your time on earth is, you will be surprised at the impact you can have.

 

“I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.  Smithsonian Institution Oral History Interview, April 20, 1995

A non-quitting spirit is essential to success as an entrepreneur. Each small business owner faces obstacles—loved ones who don’t “get” what they’re doing, bankers who won’t lend them money, competition from bigger fish, to name a few—but Jobs innately understood that refusing to give up was a powerful advantage.

 

“I’m as proud of many of the things we haven’t done as the things we have done. Innovation is saying no to a thousand things.” – World Wide Developers Conference, May 1997

When you’re running your own business, there are always more opportunities to pursue, than you have time to devote. If you had unlimited time, you could attend every networking meeting, read every business best seller, and call a few more prospects, but since none of us has more than 24 hours a day, take a cue from Jobs: Focus your time on the most important activities to support what you really want to accomplish in life.

 

“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don’t settle.” – Stanford University Commencement Speech, 2005

Many of us spend more time at work than on any other activity. If you find that you are only working in your business to pay the bills, start asking questions: Are there new products or services you could introduce that will give you new inspiration? Could you outsource tasks you don’t like to someone else, so you can focus on work that you love? Is it time to close your business and start a new one that you’ll really love? There’s nothing wrong with pivoting, as Jobs well knew, so don’t put off making needed changes.

 

“When I was 17, I read a quote that went something like: ‘If you live each day as if it was your last, someday you’ll most certainly be right.’ It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself: ‘If today were the last day of my life, would I want to do what I am about to do today?’ And whenever the answer has been ‘no’ for too many days in a row, I know I need to change something.”  Stanford University Commencement Speech, 2005

What matters to you today may not be as important next year or in five or 10 years. As Jobs well understood, it’s important to do frequent litmus tests to make sure that you’re living each day in touch with your priorities—and course correct if you’re not.

 

Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma — which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary. – Stanford University Commencement Speech, 2005

The world is full of conformity, but the most important innovations in every field have come from people who dared to think differently and had the courage to stick with their convictions. Stay open to your own best ideas and ignore the naysayers. You’ll be amazed at the power you unlock by listening to your inner voice.  

How To Break $1 Million in a One-Person Business

A guest post by Elaine Pofeldt, author of The Million-Dollar One-Person Business.

Most people who start one-person businesses don’t expect to bring in $1 million in revenue or more. But a growing group of entrepreneurs are proving it is possible. There were 35,584 “non-employer” firms—meaning those that don’t employ anyone but the owners—that brought in $1 million to $2.49 million in annual revenue in 2015, according to the U.S. Census Bureau. That number has grown 33% since 2011.

These numbers are still small—there are nearly 23 million non-employer firms and most don’t bring in $1 million or more—but the success of these firms hint at the tremendous untapped potential that even the tiniest businesses have to generate revenue. As I began reporting on these solo stars in my journalism work and heard from many readers who wanted to know more, my research morphed into a book called The Million-Dollar One-Person Business, which Random House will release on January 2.

Not everyone needs to bring in $1 million in revenue, but if you live in a high-tax state and have substantial overhead, $1 million in revenue will probably translate to a mid-six-figure income. Given the lack of a safety net for free agents in today’s economy, earning more can give you some insulation against situations such as unemployment and skyrocketing health insurance premiums. And it can help make it possible to do other things that elude many free agents, such as saving for retirement, donating as much as they’d like to their favorite charities, taking a nice vacation every year and, for those with kids, socking away enough money for college.

So who are these Olympic athletes of solo entrepreneurship who are hitting and breaking $1 million? They work in fields that include ecommerce, professional services, personal services, informational marketing and many others.

While many have unique business ideas, what truly separates them from other entrepreneurs who earn less, I found, is how they think about their businesses. To scale their revenues without adding a big payroll, they have looked for creative ways to extend what one person can do. In some cases, they have built a fantastic team of reliable contractors; in others, they have found ways to automate routine tasks, such as managing email contacts with customers, so they can focus on what they do best. For those in service businesses, sometimes they do fantastic work that allows them to charge premium prices. Often, they have used a combination approaches—along with others that are unique to what they do.

Among the high-revenue non-employer business owners I interviewed were:

Laszlo Nadler, a father of two from New Jersey who brings in more than $2 million per year in revenue at Tools4Widsom, a one-person business where he sells planners for people hoping to focus their daily activities on what really matters to them.

  • Rebecca Krones and her husband Luis Zevallos, who run Tropical Traders Specialty Foods, a business in Oakland, Calif., that has broken $1 million selling organic honey through their website and various channels
  • Sol Orwell, a Toronto resident whose business, Examine.com, sells eBooks on nutritional supplements, bringing in seven-figure revenue.
  • Harry Ein, whose Walnut Creek, Calif.-based business Perfection Promo brings in $3.5-$4 million a year selling swag, like T-shirts printed with a company’s logo.
  • Cory Binsfield, who started out investing in duplex apartments in Duluth, Minn., and now owns 116 units, bringing in more than $1 million in annual revenue from them.

Some of the entrepreneurs I interviewed loved the simplicity of operating with no employees and are committed to keeping their businesses solo operations. Others saw their businesses take off so quickly that eventually they decided to hire employees. For instance, Joey Healy, who runs Joey Healy Eyebrow Studio in New York City, broke $1 million as a freelance eyebrow stylist working serving well-heeled Manhattanites but eventually decided to expand his staff to five other people. Now he runs a fast-growing shop.

No doubt by the time the book comes out on January 2, some of the entrepreneurs in the book will have moved ahead with exciting new plans and may have grown beyond being non-employer businesses. The nice thing about running a high revenue one-person business is it gives you plenty of options—and we can all use more of those.


AUTHOR BIO

Elaine Pofeldt is an independent journalist who specializes in small business, entrepreneurship and careers. Her work has appeared in FORTUNE, Money, CNBC, Inc., Forbes, Crain’s New York Business and many other business publications and she is a contributor to the Economist Intelligence Unit. She is the author of The Million-Dollar, One-Person Business, a look at how entrepreneurs are hitting seven-figure revenue in businesses where they are the only employees, tapping automation and other technology to scale their efforts (Random House, 2018).

As a senior editor at FORTUNE Small Business, where she worked for eight years, Elaine was twice nominated for the National Magazine Award for her features and ran the magazine’s annual business plan completion. During her time at FSB, she ran the magazine’s website, fsb.com, for four years, building its traffic from two to five million page views a month.

Back to Marketing Basics: Core Tips To Make Your Business Grow

Listen up, business owners. You’re going back to school.

The subject? Marketing 101. Specifically, marketing utilities.

Today’s marketing advice largely focuses on content and digital marketing, and it’s for good reason. But we tend to forget some basic marketing concepts that are crucial for growing your business. So sit up straight, grab a pen and paper, and let’s get started.

What are the marketing utilities?

Let’s start with what marketing is, period. You could say that marketing is about promotion, but it’s a little more than that. Marketing is anything that touches your customers and prospects and affects the decision-making process around your product. So yes, marketing includes advertising and public relations. But it also includes pricing and market research.

An important concept that all small business owners should understand is what a business marketing utility is. It’s the components necessary for an exchange to take place between a business and a customer. There are four business marketing utilities that business owners should think about when considering how to grow their company.

Form Utility aka “Give ‘Em What They Want”

Form utility is all about the specific products or services you offer your customers. Does that product meet a certain need? Do your customers even want that product in the first place? Large companies dedicate entire teams to conducting extensive research to figure out exactly what customers want. Once they know this, they develop a product to meet that desire.

Small business owners can use this concept to grow their own business. Conduct surveys to see what your customers’ needs are. Perhaps there’s a customization you hadn’t considered that over half of your customers say they’d be thrilled to pay extra for. Lacking a market research budget is no excuse for not thinking about form utility. Make a solid effort to talk to every single one of your customers whether it’s at the register or by emailing a follow-up survey with a reward for those who complete it.

Time Utility aka “Set Your Watch to Opportunity o’Clock”

You can think of time utility in a few ways.

One way is to offer a product when consumers want it the most. If you know there’s a huge snowstorm coming and your hardware store stocks up on shovels, batteries, and flashlights, you’re in a wonderful position once nearby stores run out of those essentials.

Of course, you can find less extreme opportunities. Take note of when certain products are more desirable or popular and be ready to meet that demand the following year.

You can also think of time utility in terms of availability. Do customers often tell you that they wish you were open a few hours later or even around the clock? You may be missing out on a huge amount of business. Extending your hours and hiring extra help may be one way to grow your business.

If staying physically open isn’t possible, you can set up your website to display items and process orders 24/7, so that your business is still running even when you’re unavailable.

Place Utility aka “Meet ‘Em A Little More Than Halfway”

Place utility is all about convenience. Is your office frustratingly out of the way for local customers? Is your website a pain to navigate? Do you offer delivery?

The extent to which you can address place utility depends on your budget. If you can’t afford to open a second location, perhaps you can invest a little money into sending your team out to visit customers. If your website is archaic, maybe it’s time to invest in professional web design services.

Possession Utility aka “Make Purchases as Valuable as Possible”

Possession utility refers to the value or usefulness of a product or service once a customer has received it. The most obvious way to think of this is the number of ways a customer can use a product or service, even if it only has one intended purpose. Try toying with your marketing to present multiple ways a given product offers value.

 

Now, while business owners shouldn’t limit their marketing only to these utilities, these concepts are helpful for understanding a few benefits consumers derive from a purchase whether it’s through features, convenience, or value. But like any good teacher, we encourage you to take these lessons, build upon them, and apply them to your own business.

Class dismissed.

5 Fundamental Questions For Qualifying Your Ideal Customers

You might have a great list of leads—tight, honed and secure. You might have a great product—you know it’s a lifesaver. You might know generating leads is about quality, not quantity—and you’ve done the legwork to get their contact info.

Now, it’s question time.

During first contact with your sales leads, and even before you do, you should make sure you’re prepared. You need to have the right script and know what you’re both getting into. After all, selling is a conversation; it isn’t a one-way street where you just hammer away your sales points until they acquiesce or just hang up on you. You need to listen to them, understand their points of view and engage with them on a human level.  

There are a few questions that can help get you there. Make sure you’re asking these important questions to qualify your ideal customers before going in for the hard sell.

What will they think of me?

There’s a classic scene in Seinfeld where Jerry picks up the phone and gets a telemarketer. “Sorry,” he says, “now’s not a good time. How about I get your home number and call you back? Oh, you don’t want people calling you at your home? Now you know how I feel.” And then he hangs up on them, while the studio audience wildly cheers.

It’s a great concept, but it also forces salespeople to ask themselves how they’re being perceived. Am I being annoying? How would I honestly react to these sales tactics? Am I being human enough? Am I working off a script that feels wooden and stale?  

 

Source: https://img.memecdn.com/how-to-respond-to-telemarketer-seinfeld-style_fb_1776961.jpg

 

Always be reflecting on how you’re going to be perceived on the other end of the phone. You can always tell what will work and what won’t, but you should constantly be re-evaluating your performance and thinking of ways to improve.  

Do they match your customer profile?

It’s worthwhile to double-check a lead’s validity by reviewing your company’s customer profile and seeing how well they match up. If you don’t, you could risk trying to sell them on something at the wrong time, or getting so caught up in details that you lose sight of the main goal and audience.  

People generally appreciate honesty. If you feel like they’re not a good match for your company, you can tell them that, and offer advice on how they might find an alternative solution. Later down the line, they’ll keep your company in mind if they hit a point when your product might be of use to them.

What are your leads’ pain points?

You should have some basic information about your sales leads going into the conversation. If you’ve done your research and know how they found you—whether by searching for a particular term or joining a webinar, for example—you might find clues that will illuminate their pain points, the reasons they’re interested in your product in the first place.

This is a crucial initial step toward having the right conversation and will help avoid wasting your time and theirs by asking redundant questions. You don’t want them to grow impatient before your pitch kicks in.

If you don’t have this information beforehand, establish it quickly in the conversation so you know whether their pain points match up with your company’s goals. If not, and they don’t match your customer profile, you’re better off to cut your losses early.

How do they make decisions?

You should find this out in your first conversation with your lead since you likely won’t know before chatting with them.

Do they need to consult other people—team members, family, bosses? How long does it typically take to reach a decision like this? What’s the approval process like?

Getting these nuts-and-bolts details out of the way off the bat helps alleviate stress on all sides, and gives you an idea of how long this relationship could last. It also gives you an opportunity to show your own patience and that you’re not in a hurry to sell them right then and there.

What other solutions might they be considering—and why?

You surely know your selling points that boost your product over your competitors’, but do your leads?

Just like asking them about their decision-making process, you’ll want to establish context right away. If you’re selling soybeans to a vegetarian restaurant opening soon, for example, you’ll want to know where else they were thinking of getting soybeans and why they might choose your competitor instead of you. They might also be considering growing their own soybeans—an in-house solution—or not offering soybeans at all.

All of these are viable alternatives to partnering with your soybean company, and before you start hitting your sales points, you should listen to what they have to say and consider their reasoning. If they tell you they’re growing them on a farm in the restaurant’s backyard because that’s the restaurant’s shtick, then you don’t need to waste more of anyone’s time—you can leave a good impression and your number, and move on to the next lead.

The Major Benefits of Creating Gated Content

The purpose your content serves depends on where it is in the sales funnel. Most content is meant to increase brand awareness. It’s why companies offer blog posts and videos free of charge. Then you’ve got your carefully crafted CTAs, which are meant to drive sales. But there is a middle ground between a blog post and a piece of sales copy, and gated content takes up some of that space.

What is gated content? It’s content that wants something in return, like a name, email address, and sometimes, a phone number. Content like white papers or ebooks are usually gated and for good reason. They offer a lot of value, which means companies can ask for a bit more in return.

Feeling hesitant about producing gated content? We’ll bet you’re a bit more excited about the idea after reviewing a few of the benefits.

Increases Traffic to Your Website

If you’re gating content, it means you’re offering something valuable like market research, in-depth tips, or case studies. Competitors, customers, and even journalists are eager to access this kind of information. People recognize quality, so if you promote an ebook on a topic people wish to learn more about, you’re almost guaranteed site visitors.

Boosts Your Company’s SEO

One of the best ways to increase your company’s search ranking is to be cited by quality sources, preferably authority news sites. When you provide new, original, and insightful information, other websites use that information to support their own blog posts. All of these websites linking to your ebook signals to Google and other search engines that you are a high-quality source of information, and they rank your results higher.

Increases Your Lead Flow

A talented sales rep without a lead is a sad sight, indeed. Supplying enough leads to your sales team can be a challenge. Offering useful information can boost the number of people who come to your site and indicate their willingness to be contacted in the future. If your ebook wasn’t gated, you’d get very little in return for all of the time and effort you put into creating it. Remember that every piece of content should somehow help your organization meet its goals. The goal for your gated content is to help you attract prospective customers in your target audience.

Brings High-Quality Visitors

Someone who’s willing to exchange their contact information for an ebook is someone who is either very involved in your particular industry or a prospect who is serious about eventually making a purchase. Once you’ve received their info, you can confidently turn it over to your sales department knowing you’ve presented them with a decent contact.

Even if they are someone who simply works in your industry but doesn’t need to buy anything, you’ve increased your credibility in the eyes of influencers who will possibly go on to cite your information in their own materials.

Aids Your Segmentation Efforts

When you create the forms for your gated content, think about what you’d like to know about your customers. Don’t simply settle for their name, email, and phone number. For instance, would it be helpful for your marketing efforts if you knew:

  • Which industry they work in
  • What their job title is
  • The size (i.e. number of employees) of their company

All of this information can help you tailor your buyer personas to more accurately target your ideal customers. Asking the right questions with your gated content can help you discover cool insights about your customers. After reviewing the forms, you may notice there’s an entire category of people you hadn’t even considered targeting before.

It takes time to create the kind of material people will give you their number for. That said, if you plan it right, that initial investment will pay dividends in the form of greater customer insights and increased lead flows.